Memo - 'Think Hopkins' UpdateMEMO
To: Hopkins City Council
From: Tara Beard, Community Development Coordinator
Date: February 9, 2012
Subject: Think Hopkins! Update
2007 was the first year of a city -led marketing committee and the resulting promotional
campaign known as Think Hopkins! Since then City staff has been facilitating a marketing
committee which serves as an advisory group and is comprised of local businesses, residents, and
HBCA members. The goal for the evening is to review the accomplishments of the marketing
committee since 2007 and elicit feedback on strategies for 2012.
Attachments:
Think Hopkins Year in Review 2010 powerpoint
Think HOW IT
Hopkins BEGAN
Business Eduuti rj.
The City of Hopkins hired
CityImage to create a Branding
and Marketing Strategy for
Hopkins in late 2006. The
strategy included a campaign to
promote all Hopkins has to
offer.
Think THREE
Hopkins .n2 TARGET
8--Eduotinn.A,I, AUDIENCES
The campaign needed a way to brand
Hopkins - efforts that would have three
distinct audiences:
❑Residents, Business Owners & Employees
❑Visitors (Shopping, Dining and Arts Patrons)
oProspective Businesses and Developers
Think A BRAND
10 Hopkins, IS BORN
B.,ine„ . Ed -1 -.Arts
Think Hopkins! became the slogan for the
branding and marketing strategy for the
City. 2007 marked the first year of the
Think Hopkins campaign.
Think
10 Hopkins f2Q0r
Hopkins
REC a P
oThink Hopkins Presentations to the Community
oWebsite Creation:
oPoints of Pride
oPrint Materials: Postcards, Notecards, Posters and Bumper
Stickers/Window Clings
oHopkins Cinema 6 Theater Ad
oMainstreet Tree Lights
oHistoric Walking Tour Brochure
Think
Hopkins Zoog
Buvness•Edur V •Arcs RECAP
oShopping & Dining Guide
oCanvas bags
oAntiques Brochure
oPhoto Contest
Y 'y
0
Think
Hopkins.:-.. `00
Business • Eduat o-Ans
oBusiness Recruitment Brochure
oThink Hopkins T -Shirts
oExplore Minnesota
Think :", 2010
Hopkins RECAP
Hopkins
oYouth Promotional Items: Jump Ropes,
Temporary Tattoos
oShopping & Dining Guide Update
oMainstreet Banners
oStorefront Mural
`5)CB6 P.9innesota e� "^�
Think 2011:
Hopkins {yam WCCO
Buv��m�. Eduoam�.nm WEB ADS
Web ads at wcco.com were purchased for a
weekend in May prior to Mainstreet Days and
a business -week in September prior to
Hopkins in Motion. Increases in web hits
similar to that prior to events such as the
Raspberry Festival and Girls on the Town
were noted.
4
Think 2011:
Hopkins, -1. n, BACKPACKS
BuO.—. EdwaN AM
The committee decided on lightweight
backpacks as a promotional item for 2011.
The backpacks support active living and have
been seen throughout town promoting Think
Hopkins!
Think ��vk��� 2011:
BEACH
Hopkins BAi.is
Hopkins
Jump ropes were such a huge success we
wanted to order another promotional item
that would excite kids, promote activity, and
advertise our website. Beach balls were
handed out at Mainstreet Days, Raspberry
Festival, Hopkins in Motion and the Fire
Station Open House.
Think
j Hopkins ...
Bus.nns duution.Rrts
The Think Hopkins!
campaign sponsored
a pedestal for a
sculpture in the
Hopkins ArtStreet
project.
2011:
HOPKINS
ARTSTREET
Think 2011:
Hopkins.:;: PHOTO
Busine.s. Edu<.�,o�.Art, CONTEST
We received over 100 entries
in the city's second ever photo
contest. Seven winners have
been selected and will be
honored at the February 21,
2012 City Council meeting.
Think
Hopkins 2011
• Ed,�n•Am BUDGET
]Ott Ewgnw
The Marketing
Committee spent
almost $8,000 in
available funds in
2011.
Think
,VHopkins .,3,t . WHAT'S
6usinai Etluca[ion.Arts NEXT?
Proposed Work Plan for 2012:
❑Shopping & Dining Guide update
❑New promotional item — magnet clip- or white -board
❑New billboard design promoting ArtStreet
oExplore professional lighting on Mainstreet
❑Help with Old Fashioned Holidays in Hopkins
❑Continue MOA brochure distribution
Marketing Committee Members
Think
�� 4
Hopkins.�r,.
THANK
'YOU!
EeunEw.n,n
Fran Hesch
Butch Johnson
Hillary Feder
Diane Bangerter
Virg Evenstad
Lynn Anderson
Danielle Ryan
Susan Newville
Lisa Clark
Nancy Anderson
Kersten Elverum John Cooley
Tracy Johnson