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
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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
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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
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