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HomeMy WebLinkAboutImage Campaign Plan and Task Force Image Campaign Plan • February 13, 1995 Why an Image Campaign Recently the north suburbs including Brooklyn Center have received bad press from some of the major media in the Twin Cities. The media has portrayed Brooklyn Center and other cities which have nothing to offer in the way of business and industry. In addition, most coverage by the Tribune and the TV stations tends to highlight the crime and other negatives within the city instead of the positives. This negative coverage was the impetus for developing a full- fledged image campaign for the city. Representatives from the chamber, the city, the city's ad hoc communications task force, the tourism bureau, the school district, state legislature as well as interested businesses and residents met to discuss this image problem, and collectively decided it was time to start telling the good story about Brooklyn Center. Background Since the fall of 1994, the city has been working with the chamber of commerce and members of the community to prepare an image campaign for the city. • Meetings were held with community leaders to see the extent of interest in roceedin with an P g aggressive image campaign. Based on positive response, the chamber and the city began the initial stages of the program. First, a meeting was held with representatives of the Brooklyn Park "Come Home to the Park" program. These representatives explained how their program began and talked about things that worked and didn't work in their city. Based on this input, the chamber, city staff, and members of the communications task force and the business sector developed a core group to discuss how to proceed with the campaign. The group developed a mission statement and list of goals for the program which were discussed at a larger task force meeting in December. The larger task force also brainstormed slogans for the campaign. Invited to the meeting were all people that expressed an interest in helping with the program.(See list of attendees attached). The core group gathered the information and reworked the mission statement and goals, and presented them at the image task force meeting on January 12. At this point, the group decided to start working on some action items and subcommittees were developed for each goal. Each subcommittee was charged with preparing a plan to begin tackling some projects. The group will then present this information at the next image task force meeting in February. Mission Statement "The image campaign will inform and educate both residents and nonresident of the quality of life and economic opportunities within Brooklyn Center." • page 2 Campaign Goals Goal 1: Generate positive press coverage for the city Many community and city programs do receive positive press. Typically, this coverage is picked up by the neighborhood media including Northwest News, SunPost and Cable 12. This is especially true if press releases are developed and distributed regarding the events. Keep in mind it is a lot easier to print a story verbatim than to research and write it. Once in a while, however, the KSTP's and Star Tribunes run local stories as well. However, the larger media tend to focus on the negatives instead of the positives in the city and the suburbs. Provide press releases Thus, an effective way to gain media coverage for local programs and events is to continue to provide the media with as many press releases as possible. These should not only be regarding activities at city hall, but community and business programs as well. To do this, there must be a consistent and aggressive flow of information to the media. Consolidate information To ensure that all forms of media including the city and chamber newsletters, cable programs, etc. have the opportunity to publicize information, there needs to be a central point for all • communications. This information coordinator would then ensure that all forms of media receive press releases and information so that each release gets published in as many forms and in as many media as possible. The coordinator would also consolidate information so that it is easier for the media to understand and publish. Form relationships with media reps Although some media are extremely good at publishing city news, some media could receive multiple press releases every day about positive city programs and still never print them. The theory is... "it's who you know, not what you know." Establishing relationships with media representatives may help give an editor the incentive he /she needs to publicize a specific program. However, establishing this type of relationship is not an easy task and can take a lot of time and energy, and still be to no avail. Goal 2: Empower individuals who live and work in the city of Brooklyn Center to take ownership in their Community Originally, our fear was that if city staff drove the image campaign then it would look like just another citv hall program instead of a communitv program. With the campaign underway, it is apparent that someone needs to take the lead to ensure the continued progression of the program. It shouldn't be forgotten, however, that residents and business professionals need to be an integral part of the campaign for it to succeed both from a commitment and resource • level. page 3 • Community Nights One of the suggested ways that we can solicit input and participation from the community is by holding community nights. These meetings of the masses would be used to discuss what's right in Brooklyn Center and what needs improvement. Also discussed would be how we can better the city and how we can ultimately get positive media coverage of the good things happening in the city. A subcommittee of image campaign task force members has already been established to coordinate community nights. Others who wish to participate on the committee are also encourage to do so. Neighborhood Groups Another way to bring the message to the residents is to meet with neighborhood groups to solicit input and to encourage them to actively participate in the community nights as well as the campaign. To date, a presentation to the Riverwood Neighborhood Association has been made. Additionally, Neighborhood Watch leaders will be personally invited to participate in the campaign as well as in community nights. Special caution will be given to ensure that the image campaign doesn't not conflict with Neighborhood Watch responsibilities and that the two programs compliment each other. In addition, the community services officer who coordinates Neighborhood Watch will be asked to act as a liaison between the task force and watch groups. • City Staff City staff will also be solicited for input regarding the image campaign. Many employees have been with the city for years and as a result know some of its history and have a good idea of what needs to be done. Conversely, many employees are new with the city, and thus, will bring a fresh perspective. Staff meetings will be held to inform employees of the status of the campaign and to seek input. Additionally, a survey will run in BC Briefs in February asking for input. Staff will also be invited to attend community nights and to participate on subcommittees. Most importantly, staff will always know that they are welcome to express any ideas or concerns regarding the program to their department supervisor or to the communications coordinator. Business /Social Club Presentations In addition to soliciting input from neighborhood groups and the residents at large, the image campaign will be taken to business and social club levels as well. Presentations will be made at the BC Rotary and Chamber meetings as well as the Jaycees and other civic organizations in the city. As with the others, the purpose of these presentations is not only to inform the group about the image campaign, but to empower them to help the effort, or minimally, to ensure that they use the city as a communications network for getting the message out about positive things happening in their organization or the community. • • Goal 3: To nurture a progressive business and residential marketplace page 4 Provide information for new and potential businesses Businesses and residents who look to relocate in Brooklyn Center need to get the message that the city is really a perfect place to start and to stay. To date, a new brochure and new resident packet have been developed. However, there is nothing available for business prospects. Thus, a package similar to the new resident packet will be developed to send to realtors and relocation firms, and to businesses seeking relocation in the area. Business and Civic Organizations Another way to nurture the business marketplace is to empower the civic and business organizations to take ownership in their community by developing programs to address some of the city's needs. (See empowering goal above). Open communications between businesses and city There are many things happening in the business community that play a positive role in the city. To make the most of these programs and events there needs to be regular and open communication. By knowing what is going on in the community, we will be better able to coordinate time and resources allowing the business community and the city to get the most "bang for the buck ". This communication will also give us another opportunity to tell our • story to the public through the media, and city and community correspondence. Goal 4: To enhance the visual elements representing the city The media is not the only avenue for enhancing the city's image. City materials and other visual elements also say a lot about the city, especially since they are the first and maybe, the qJn_y thing a person sees regarding the city. Thus, we need to take a good look at the message our visual pieces are portraying and enhance them accordingly. This could include development of a new city logo, establishing city colors and updating city brochures, pamphlets, fliers etc. All of these pieces also need to carry the same look so as not to confuse people or give conflicting messages. Responsibilities The programs highlighted above are just a few ways to start implementing the image campaign. Each goal needs to be discussed in detail by the community, the task force and the city, and brought to the subcommittee level for implementation. The subcommittee will then flesh out a comprehensive plan for tackling all the issues that need addressing under these goals. • City's part-time communications coordinator page S In addition to the subcommittees working on the internal aspects of the campaign and the image task force working on the overall plan, city staff needs to play an integral part in the campaign to ensure its continuation and to provide the needed coordination. The city's communications coordinator will serve as the liaison between the city and the community for the purpose of the image campaign. The communications coordinator will work with the task force to develop city programs as needed, and will also be the communications link between the city, subcommittees, businesses, etc. In short, the communications coordinator will gather information from all entities and disseminate this information in the best way possible. The communications coordinator will also oversee all city - driven image campaign programs including the city newsletter, new business kits, and other visual elements or enhancements, (i.e. the city's logo). The communications coordinator will also serve as the liaison between all image task force groups, the city and a public relations consulting firm. Consulting firm Although there are image problems within the city, including negative media, there are many other image issues that we may not be aware of In addition, there may be certain image programs that need aggressive attention and others that can be more subtle. A public relations • consultant will research the perceived image of the city and design ways in which we can enhance or combat some of these perceptions. The consultant will work with the city's communications coordinator and the task force to ensure the implementation of image - enhancing programs by offering innovative, effective and unbiased ways to deal with the image problem in the city. The consultant will also work with (or perhaps be the same as) the public relations consultant for Brookdale, the Tourism Bureau or the Heritage Center to ensure consistency and coordination of efforts of all major city entities, and to ensure we don't "recreate the wheel," so to speak. In addition to directing the image campaign task force and city staff towards an effective and on -going image program, the consultant will also generate articles /press releases for the city and serve as the media liaison for the major television networks and daily papers. By using the relationships that they have already established with the major media and by coordinating publicity efforts of all the major players and programs in the city, the PR consultant will be able to gain maximum and positive coverage of the city and its programs and offerings. The consultant will work with the communications coordinator in this effort and together they will hit the major media, the local papers, cable television and all other city and community communication devices. Lastly, the PR consultant will work with the ad hoc communications task force and the • communications coordinator to develop a slogan for the image campaign and a new city logo and look for city communication pieces, if needed. Many visual programs are planned for • page b 1995 to 1997 including the Brooklyn Blvd. redevelopment program, the painting of city water towers, the development of new street signs, city hall remodeling as well as the development of a business packet for the city. All of these programs contribute to the city's image simply through their visual impact. The consultant will enhance or develop programs, based on their research and experience, that will give all city visuals a cohesive and impressive look which will in turn have a tremendous impact on how residents and nonresidents feel about the city . of Brooklyn Center. (Please note that based on the budget allocated for a consultant, the consultant will be required to prepare and distribute a set number of articles for the media each month as well as other specific goals as outlined in their contract. This will enable us to measure their performance.) Steering Committee A steering committee will be established to oversee the activities, programs and spending with regards to the image campaign. The committee will consist of 7 members including representatives from city staff, council, chamber, business community, the school district as well as two residents. Steering committee members will be selected via the same application process as city commission members (i.e. via applications and appointment from the council). The steering committee will meet monthly at which time the communications coordinator will provide a progress report on the campaign. The committee will also be charged with providing direction for the program and for bringing input regarding the campaign and the community to the coordinator. Each member on the steering committee will have a vote in all matters regarding the image program including the allocation of time and money resources. Members will serve for two years. How will the Campaign be Funded Currently, the city council has allocated $25,000 in 1995 for the development of an image campaign with no funds being disbursed to date. Although these funds will help initiate the program, they will not adequately ensure the continued progression of the campaign *. As a result, the business community will be solicited by a subcommittee of image campaign task force volunteers and will be challenged with matching the city's contribution. Although image task force members feel that they will be able to generate these funds, they feel that there efforts will be fruitless at this time. They believe that businesses need to see things happening before they will commit time or resources to the campaign. Thus, the task force proposes that we seek approval from city council to use a portion of the allocated $25,000 to hire a consultant to help develop the workplan for a campaign and to begin immediate development and implementation of a media program to aggressively address the negative media coverage • *See Brooklyn Park's "Come Home to the Park" 1994 budget attached. of the city. With plan in hand, as well as visible positive press coverage of the image page 7 program, and the city, task force members feel that they will better be able to ask for investments from not only their business, but other organizations as well. What is the Timeframe Upon council approval, the ad hoc communications task force will meet with PR consulting firms and select a firm to help with the program then submit a recommendation for council approval. The consultant will then work with the communications coordinator and the image task force to develop a plan for the campaign at the same time that they start drafting and distributing positive articles about the city to the press. The consultant will also immediately begin meeting with Brookdale, BRW (regarding Brooklyn Blvd. redevelopment) and others in the city to develop the plan and to begin coordination of the visual elements of the plan. Community nights as well as city staff meetings will be held in the spring to inform the community and city staff about the campaign and to gain input and volunteers from these groups. This input will then be massaged into the plan. Community nights will also be used as another avenue for educating potential contributors about the program. For any image campaign to be successful, it must be a process not a one -time event. Thus, the program will be kicked off this spring with efforts continuing indefinitely. Consulting help will be sought for 1995 only, and may be considered for 1996. Image Campaign Task Force June 1995 Charles Adkisson Richard Brueckner 5309 - 64th Avenue North National Engineering Resources Brooklyn Center, MN 55429 6200 Shingle Creek Parkway 533 -0687 Brooklyn Center, MN 55430 561 -7610 Dick Arnevik 3706 Urban Avenue North Kathleen Carmody Brooklyn Center, MN 55429 City of Brooklyn Center 561 -3944 7024 Knox Avenue North Brooklyn Center, MN 55430 Bob Baebenroth 566 -3114 Brookhaven Apartments 3907 - 65th Avenue North Phil Carruthers Brooklyn Center, MN 55430 7109 Unity Avenue North 533 -3807 Brooklyn Center, MN 55429 560 -5515 Charles Bell 6440 Willow Lane Gene Caston Brooklyn Center, MN 55430 Hoffman Engineering 561 -4877 6530 James Avenue North Brooklyn Center, MN 55429 . Roxana Benjamin 566 -9490 7818 Idaho Lane North Brooklyn Park, MN 55445 Jim Clouser 560 -1939 Dayton's 1100 Brookdale Angus Bennett Brooklyn Center, MN 55430 Marquette Bank Brooklyn Park 569 -6600 7575 Brooklyn Boulevard Brooklyn Park, MN Phil Cohen 5501 Humboldt Avenue North Steven Bowling Brooklyn Center, MN 55430 Brookdale Shopping Center 560 -9265 Brooklyn Center, MN 55429 566 -3373 Debby Diamond Community Ed District #286 Jody Brandvold 6500 Humboldt Avenue North 5538 Colfax Avenue North Brooklyn Center, MN 55430 Brooklyn Center, MN 55430 561 -0659 (H) 561 -2120 (W) 560 -8263 Kay Ditter Mary Britts 6053 Emerson Avenue North 5351 James Avenue North Brooklyn Center, MN 55430 00 Brooklyn Center, MN 55429 560 -9187 -1- Julie Doth Vickie Harris North Metro Convention Pet Portraits, Inc. and Visitors Bureau 6406 Emerson Avenue North 6155 Earle Brown Drive Brooklyn Center, MN 55430 Brooklyn Center, MN 55430 560 -7261 566 -7722 Debra Hilstrom Joyce Ellis City of Brooklyn Center 7137 Halifax Avenue North 3509 - 66th Avenue North Brooklyn Center, MN 55429 Brooklyn Center, MN 55429 561 -7351 561 -6487 Kathy Flesher Bob Hock Brooklyn Center Parks and Rec 5531 Halifax Avenue North 6301 Shingle Creek Parkway Brooklyn Center, MN 55429 Brooklyn Center, MN 55430 535 -0294 569 -3405 Brad Hoffman Bernie Gaffney City of Brooklyn Center 5918 Upton Avenue North 6301 Shingle Creek Parkway Brooklyn Center, MN 55430 Brooklyn Center, MN 55430 361 -5142 569 -3305 Collette Garrity Barb Kalligher Minnesota School of Business City of Brooklyn Center 0 6020 Earle Brown Drive 5548 Girard Avenue North Brooklyn Center, MN 55430 Brooklyn Center, MN 55430 566 -7777 566 -3836 Amy Gonyea Scott Kline 6925 Humboldt Avenue North Brooklyn Center Police Dept. Brooklyn Center, MN 55430 6301 Shingle Creek Parkway 561 -1879 Brooklyn Center, MN 55430 569 -3370 Philip E. Gray 6919 Regent Avenue North Kathy Kolbo Brooklyn Center, MN 55429 U.S. West 561 -5425 200 South 5th Street #395 Minneapolis, MN 55402 Chuck Greenwood 663 -5730 Greenwood Graphics 6850 Shingle Creek Parkway Myrna Kragness Brooklyn Center, MN 55430 City of Brooklyn Center 560 -4507 3401 - 63rd Avenue North Brooklyn Center, MN 55429 561 -7442 -2- Don Kramer MaryKay Milla 7215 Fremont Avenue North Mona Meyer McGrath & Gavin Brooklyn Center, MN 55430 8400 Normandale Lake Blvd. 560 -3104 Suite 500 Minneapolis, MN 55437 -1080 Lisa Kramer 832 -5000 Ryan Companies 7500 Flying Cloud Dr., #135 Ritchie Miller Eden Prairie, MN 55344 5120 Lilac Drive North 336 -9777 Brooklyn Center, MN 55429 535 -4695 Keri Kraus Childcare Learning Center Dennis Morrow 6020 Earle Brown Drive ISD #286 Brooklyn Center, MN 55430 Brooklyn Center High School 561 -7013 6500 Humboldt Avenue North Brooklyn Center, MN 55430 Tony Kuefler 561 -2120 5943 Abbott Avenue North Brooklyn Center, MN 55429 Sarah Nelson 561 -3251 North Metro Mayors 8535 Edinbrook Crossing Beth Kunz Brooklyn Park, MN 55443 7256 Unity Avenue North 493 -5115 Brooklyn Center, MN 55429 Valerie Nordstrom Becky Lynn Leuthard 4820 - 69th Avenue North 6123 Aldrich Avenue North Brooklyn Center, MN 55429 Brooklyn Center, MN 55430 560 -5588 561 -4022 Maynard Oss Bonnie Lukes RBRVS North Hennepin Mediation Program, Inc. 3300 County Road 10 330 County Road 10 Brooklyn Center, MN 55429 Brooklyn Center MN 55429 566 -5289 Y 561 -0033 Todd Paulson Tim Mahoney 3216 Poe Road Mahoney Broadcast Media Brooklyn Center, MN 55429 5001 Drew Avenue North 561 -3834 Brooklyn Center, MN 55429 535 -8131 Bob Peppe 6713 Toledo Avenue North Kristen Mann Brooklyn Center, MN 55429 City of Brooklyn Center 561 -2874 5415 East Twin Lake Blvd. Brooklyn Center, MN 55429 533 -7646 -3- Eric Prestegaard Joseph Strauss Sears North Metro Mayors 1297 Brookdale 8525 Edinbrook Crossing Brooklyn Center, MN 55430 Brooklyn Park, MN 55443 572 -3000 493 -5115 Phillip Roche Jim Sullivan 5301 Brooklyn Boulevard 3501 - 53rd Place Brooklyn Center, MN 55429 Brooklyn Center, MN 55429 535 -8097 537 -2087 Will Rogers Terri Swanson 5207 - 65th Avenue North City of Brooklyn Center Brooklyn Center, MN 55430 6301 Shingle Creek Parkway 533 -5879 Brooklyn Center, MN 55430 569 -3340 Dave Rosene 7113 Fremont Avenue North Barb Wall Brooklyn Center, MN 55430 7601 Kentucky Avenue No., #203 566 -5209 Brooklyn Park, MN 55428 425 -2022 Celia Scott 5509 Lyndale Avenue North Charlynn Waughtel Brooklyn Center, MN 55430 5743 June Avenue North 560 -1516 Brooklyn Center, MN 55429 • 533 -4392 Frank Slawson Marquette Bank Brooklyn Park Mary Welch 7575 Brooklyn Boulevard Brooklyn Center Chamber of Commerce Brooklyn Park, MN 6205 Earle Brown Drive 566 -1600 Brooklyn Center, MN 55430 566 -8650 Linda Smith Brookdale Center Sherri Wessman 1108 Brookdale Center August Max Woman Brooklyn Center, MN 55430 1125 Brookdale Center 566 -3373 Brooklyn Center, MN 55430 566 -4322 Rod Snyder 6408 Willow Lane Karen L. Youngberg Brooklyn Center, MN 55430 5419 Girard Avenue North 566 -6631 Brooklyn Center, MN 55430 560 -7042 Dawn Sommers 5315 Lyndale Avenue North Brooklyn Center, MN 55430 559 -6769 -4-