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HomeMy WebLinkAbout2007/09/17 - ADMIN - Agenda Packets - City Council - Study SessionCity Council Special Study Session September 17, 2007 6:30 p.m. Council Chambers Discussion Items 1. 6:30 p.m. Marketing and Branding 7:30 p.m. Adjourn Auxiliary aids for individuals with disabilities are available upon request. To make arrangements, please call the Administrative Services Department at (952) 924-2525 (TDD (952) 924-2518) at least 96 hours in advance of meeting. Meeting Date: September 17, 2007 Agenda Item #: 1 Regular Meeting Public Hearing Action Item Consent Item Resolution Ordinance Presentation Other: EDA Meeting Action Item Resolution Other: Study Session Discussion Item Written Report Other: TITLE: Marketing & Branding Update RECOMMENDED ACTION: a. Council will be provided with an update on marketing and branding activities by Jamie Zwilling, communications coordinator, and Jim Detmar, associate creative director at Periscope. b. Staff is requesting direction from Council with regards to continued development of marketing and branding materials using the key messages and strategies outlined in the attached document, “Marketing Message Strategies.” POLICY CONSIDERATION: a. Does Council want staff to move ahead with the outlined messages to develop marketing materials and create consistency in city communications? b. Are there additional messages missing from this plan that Council wishes staff to pursue for marketing purposes? BACKGROUND: In 2006, Council directed staff to pursue increased marketing and brand development of the city in 2007. This directive was based on conversations with the school district and other community members. At the time Council adopted the 2007 budget, funding was included for consultation services related to marketing and branding. City staff solicited interest in this initiative from consultants through a Request for Information process. In July, Council accepted the staff recommendation to pursue a contract for services with Periscope. Since July, staff has worked closely with representatives from Periscope to conduct research and review research previously conducted as part of Vision St. Louis Park, to better understand our community attributes and how best to market those assets. Attached, please find the completed research report resulting from focus groups, personal interviews and workbooks along with recommendations from Periscope about the key messages which should inform our marketing and branding efforts. The next step in the process will be to take the agreed upon messaging strategies and develop communications templates, a style manual for city publications and other communications collateral as well as develop training for staff about how to incorporate these messages into our everyday business. Staff and representatives will be checking in with council during that next phase as well, for feedback and direction on those materials. Meeting of September 17, 2007 Page 2 Subject: Marketing and Branding Update FINANCIAL OR BUDGET CONSIDERATION: The work completed to date and that outlined above was approved as part of the 2007 city budget. Much of the messaging and design recommendations will be implemented into city publications, advertising, etc. seamlessly. However, the introduction of consistent marketing and messaging will take place over time and there may be future recommendations from staff for additional marketing materials and related funding in future years. VISION CONSIDERATION: Vision St. Louis Park calls for a commitment to a connected and engaged community. Consistent, frequent communication is one way that the city can exemplify this commitment. Attachments: Marketing Message Strategies Marketing & Branding Research Report Prepared by: Jamie Zwilling, Communications Coordinator Reviewed by: Clint Pires, Chief Information Officer Approved by: Tom Harmening, City Manager TO: City of St. Louis Park FROM: Jim Detmar — Associate Creative Director DATE: September 10, 2007 RE: Initial Messaging Hierarchy V2.0 CC: Martha Burnett, Michael Pettee THE CITY OF ST. LOUIS PARK Initial Messaging Hierarchy The purpose of this document is to outline the key messages and subordinate messages we recommend using as the core of our communication plan. These recommendations are based on the recently completed Periscope research and the findings of the 2006 St. Louis Park Vision process. Please keep in mind that these messages are attempting to capture the essence of the impending communication plan, and are not intended to serve as formal taglines, web banners or newsletter headlines. This initial messaging strategy, once approved, will be used to inform our creative approach and also the platform for our communications plan. Although each of the following messages is relevant and important, we believe that those listed under key messages provide the most widespread appeal. They reflect the most dramatic and powerful opportunity to provide a voice for the City of St. Louis Park, a voice that will resonant with all people who interact with the city. Key Messages St. Louis Park is family first. St. Louis Park is a fiercely proud and pro-active community. St. Louis Park is built firmly upon the strength of its neighborhoods. St. Louis Park offers the most desirable location of all Minneapolis suburbs. St. Louis Park is a community wherein government is accessible, actionable and accountable. St. Louis Park offers a strong and diverse educational system — each school within our city boundaries. Your school of choice is in your own backyard. 2 PAGE 2 OF 2 Our list of subordinate messages concentrates on those individuals and corporate audiences that may fit into a more selective or niche classification — those who enjoy an active outdoor lifestyle, people with a commitment to environmental concerns, and businesses that desire to have a home, and not just an address. Subordinate Messages St. Louis Park: Where trails keep us connected and parks are a part of our nature. St. Louis Park actively engages disparate social, economic, religious, and ethnic heritages. St. Louis Park is growing green. St. Louis Park believes that now is the right time for the right business. This concludes our recommendations. Although there are certainly more options for messaging available, and we are open to discussing alternatives, we firmly believe that these represent the most pertinent and provide the greatest opportunity for traction, based on stakeholder interviews, focus groups, brand workbooks and the 2006 Vision process. Attempting to put forth too many messages, in an effort to be all-inclusive, may inadvertently weaken or dilute your primary messages. We look forward to discussing our recommendations with you. PERISCOPE®PAGE 1ST. LOUIS PARKAUGUST 2007BRAND STUDY FINDINGS AND RECOMMENDATIONSPERISCOPE®ST. LOUIS PARKBRAND STUDYFINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 2BACKGROUNDPeriscope is working with the City of St. Louis Park in an effort to better understand the St. Louis Park brand and assist with the development of communications materials. Building from findings already compiled by the city in its “Vision St. Louis Park, Book of Dreams (2006)” document, the goal of this project is to ensure that St. Louis Park clearly and consistently relays a unified brand message to both internal and external audiences.To achieve this goal, the following research activities have been conducted:-Interviews with key stakeholders in city government, community leaders and non-residents-Brand exercises with city officials and employees-Focus groups with city employees, residents and businessesThis report presents the findings from this research and recommendations for moving forward with the development of communications materials. PERISCOPE®PAGE 3SUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 4SUMMARY FINDINGSST. LOUIS PARK - THE PLACELocation-Key benefit and differentiator-Proximity to city and other western suburbs-Can be in Uptown or Downtown in minutes-Near to lakes area and other park, outdoor areasNeighborhoods-City divided into several neighborhoods, each with a strong sense of identity/community - block parties, newspapers, organizations-Prominence of smaller homes and rental properties - difficult to expand homes-Excelsior and Grand developing into “Downtown” area with shops and dining-Green spaces and parks are key part of life in neighborhoods and set St. Louis Park apartSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 5SUMMARY FINDINGSST. LOUIS PARK - THE PLACEInfrastructure-Roadways and services are aging and will need constant upgrade to meet demands of growing city-Additional paths and sidewalks are needed to encourage pedestrians and increase safety-Improved infrastructure may help to attract new businesses to the area-Some see additional mass transit as a means of coping with growth in a responsible way-Redevelopment of the city is seen as something that will be an ongoing issueSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 6SUMMARY FINDINGSST. LOUIS PARK - THE PEOPLEDiversity-Several important communities exist, including large Hispanic, Jewish, Russian and Somali groups and must be involved with city life-Large income ranges exist between residents, in part due to the age and location of individual neighborhoods-Though an established community, youth are an important part of the community as renters and first-time buyers are attracted to the affordable options within the cityCommitted and Engaged-Residents of St. Louis Park are very engaged in both their neighborhood and the city-Residents take an active role in the city and community events-A sense of belonging and of “home” was frequently mentionedSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 7SUMMARY FINDINGSST. LOUIS PARK - THE PEOPLEFamily-Family is a focus of many in the city-St. Louis Park is seen as a great place to raise a family for several reasons:-Safety-School system-Park system-Strength of neighborhoods and community feelingSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 8SUMMARY FINDINGSST. LOUIS PARK - THE GOVERNMENTStrong and Progressive-St. Louis Park was seen a model government by many-Several commented that others from neighboring cities have contacted St. Louis Park about its programs, services and administration-Employees believe that the city government is always willing to try new approaches to solving the city’s issues-City concentrates on working with residents and businesses to improve communityEducation-Though enrollments are declining, the schools in St. Louis Park were seen as an asset-The fact that school and city boundaries are the same enhances the sense of community and makes administration of the system easierSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 9SUMMARY FINDINGSST. LOUIS PARK - THE GOVERNMENTInternal Communications-Communication was seen as open and easy-Employees were very happy with their positions in the city and believed that communication had become much more open-Departments work cooperatively with other departments to access needed informationExternal Communications-Several employees expressed a need for more consistent communication tools-Currently, each department may use materials that they have developed individually, without using a standardized template or messaging-The web site has improved and most believe that they find what they need on the site-Enhanced and easier navigation is seen as one area that could still improve-City newspapers are important to residents and businesses and highly valued-Residents/businesses need help navigating permitting and licensing requirementsSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 10SUMMARY FINDINGSTOP STRENGTHS AND OPPORTUNITIESStrengths-Location, location, location-Strong, open government-Neighborhoods-The People-DiversityOpportunities-Communications-Infrastructure-Housing stock-“Downtown”-Attracting new residents and businessesSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 11RECOMMENDATIONSCOMMUNICATING STRENGTHSSt. Louis Park communications should focus on the many strengths of the cityThe Place-Proximity to the city-Parks, trails and green areas-Strong neighborhoods, each with sense of identity-A constantly changing/improving infrastructure that drives growthThe People-Engaged in community and government-Active, involved neighborhoods-Diverse and eclectic - something for every walk of lifeSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 12RECOMMENDATIONSCOMMUNICATING STRENGTHSThe Government-Commitment to open engagement and communication with residents and businesses-Reaching out to communities of importance-Involving younger residents, ensuring they become permanent residents-Attracting the “right” businesses that fit the ethos of the community-Constant upgrades to infrastructure attract residents and businesses-Strong school system, entirely within city boundariesSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 13RECOMMENDATIONSFOSTERING COMMUNICATIONSSt. Louis Park can take specific steps to continue its efforts to clearly and consistently communicate with its residents and businessesCommunications Template-Develop template for all departments to use in developing communications materials for both internal and external use-Ensure that all areas of city government clearly communicate a consistent St. Louis Park brand, both visually and in messagingWeb Site-Continue to improve web site functionality to ensure that information can be accessed through multiple links - different people will seek the same information in different ways-Continually update information to keep pace with changes in city and communitiesSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 14RECOMMENDATIONSFOSTERING COMMUNICATIONSCommunity Papers-Continue to publish local papers to ensure residents and businesses have information relating to current events, changes and improvements in the cityOutreach-Concentrate on involving all communities in city life - Hispanic, Jewish, Russian, Somali-Information pieces, forms and the web site may be translated into other languages-The City may also act to ensure that communities of importance are represented within government to assist with outreach and communications efforts-Reach out to younger, short-term and new residents to increase likelihood they will remain in the city and become permanent residents-Continue community liaison efforts to reach out to neighborhoods and provide an easy point of contact within city governmentSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 15RECOMMENDATIONSCOMMUNITY DEVELOPMENT AND INFRASTRUCTURETransit-Continue to improve roadways, trails and walkways-Encourage mass transit options to help manage traffic demands associated with growthBusiness-Ensure that economic and infrastructural framework exists for successful business growth-Make efforts to attract businesses that reflect the values of the city - progressive, diverse, family-orientedDowntown-Continue to develop a city-center area (i.e., Excelsior and Grand) that will give residents less reason to go to other areas for shopping, dining and entertainmentSUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 16RECOMMENDATIONSCOMMUNITY DEVELOPMENT AND INFRASTRUCTUREHousing-Encourage affordable, permanent housing options within the city for low and moderate family incomes-Work with residents to manage opportunities for upgrading/modifying housing so that homes can grow/change with families while keeping within overall development goals of the city and/or specific neighborhoodParks, Trails and Walkways-Continue the development of parks and trails that are an integral part of neighborhoods and life within St. Louis Park-Assess high-traffic areas to ensure that pedestrians and those on bikes can safely travel to locations within the citySUMMARY FINDINGS AND RECOMMENDATIONS PERISCOPE®PAGE 17STAKEHOLDER INTERVIEW FINDINGS PERISCOPE®PAGE 18STAKEHOLDER INTERVIEW FINDINGSDescription of St. Louis Park-Location-It’s a place where neighborhood means something to people-Value schools and education-Well cared for community-Involved citizenry-Wonderful diversity-Great resources-Progressive-VibrantINTERVIEW FINDINGS KEY STAKEHOLDERS-The neighborhoods are homogenous-We have a very solid Jewish community -Great place to work and do business-Welcoming-Affordable-Accessible-Many cultural amenities-Responsible government-“It’s unlike any place I’ve ever worked”-Residents love it and are proud of SLP and what it has to offer-Smaller-town feel within a larger district PERISCOPE®PAGE 19Adjectives that describe the City of St. Louis Park-Diverse-Active -Progressive-Welcoming-Clean-Conveniently located-Visionary-Risk-taking-Environmental space-Children First initiative-Well-maintained-Inclusive-Eclectic-Novel-Cooperative-Collaborative-Great partners-Small-Easy-Connected-Safe-Neighborly-Helpful-CaringSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 20Strengths of St. Louis Park-Location-Strong and proactive government-Schools-Trails & parks-Great and safe neighborhoods-Engaged citizens-The value placed on the children-Balanced involvement from both sides (government and the citizens)-New Excelsior & Grand town center-Openness-Flexibility-Many original-owner residents-We live the vision of St. Louis Park-We are not corrupt-Great healthcare-School district and city are coterminous-Innovative school district-Time invested in process-Quality homes-Great community education programs (i.E. Child care, senior, after school)-Competent-Risk-takersSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 21Weaknesses of St. Louis Park-Some small-minded people-Parts of city are esthetically ugly, graffiti-Some people are self-centric-Some government projects are very expensive and quite time-consuming-Amount of time within the political process-Housing turnover-Some kids are misdirected-Connecting the East (more affluent) and West side-Increased poverty-Not fully sidewalked-Lack of diversity in civic leaders-Need the diverse groups to intermix-House diversity—need more homes for larger families-Aging infrastructure-Redevelopment will be an ongoing challenge-Some “weak links” in communication (i.e. responding to citizens in timely manner) -I heard that they have a lack of parks-Need to be part of a regional transportation system-Cuts in state aid have required difficult budget decisions at City Hall-Maintaining strong safe neighborhoods will be an ongoing challengeSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 22Most important feature or aspect of the city-Location-Neighborhood involvement-Innovative school district that supports continuous improvement-The people -Focus on the future and building community-Levels of commitment of the citizenry-Community prideSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 23Unique qualities of St. Louis Park-School district boundaries match the city boundaries-Constant redevelopment-Willingness to take risks as a community-Greater diversity and acceptance of this diversity-Three decades of partnership between the schools, businesses, hospital, etc.-Residents get what they are paying for in the way of city services-There is a high level of trust between government and it’s citizens-EDA accomplishments far and above other cities-Hospital-WiFi-New downtown areaSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 24Other desirable communities-Edina, Golden Valley, Minnetonka or other city for proximity reasons-Another eclectic urban setting, closer to family-I do work in other cities-I would want to live and work in another first ring suburb so that I could help to balance it in the fashion of St. Louis Park-Somewhere that doesn’t have a community education program yet-St. Paul – strong neighborhoods, clear roles for city council. Good urbanism-New York or Downtown Minneapolis - “I like the ‘big city’, condo living and the entertainment offerings”-Don’t know…regarding working in another city, I would just commute!-Someplace where I can make a higher salarySTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 25What St. Louis Park can promise and deliver to its constituents-Opportunities to get involved and encouragement of citizen participation-Open communications and a willingness to listen-A safe community-Use of tax dollars in a thoughtful manner/Well-managed city services-Continued quality rejuvenations of infrastructure-Good schools/education-To keep asking questions and respond to needs -Business and residential redevelopment-Continued work with the department of transportation to redevelop/expand Highway100-A community with a growing tax base-Thoughtful planning for the future-Entertainment, restaurants, & shopping-Good library-Fair treatmentSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 26Focusing on retaining current citizen base and attracting new residentsBoth-Continue to focus on families-Continue to remake itself-Continue to revitalize the city and attract people with shopping, events, transportation, etc.-Continue to provide opportunities especially for the next generation of workers-Listen to new residents-Create “positive” congestion. Not traffic wise, but like Uptown. People out and about, rubbing shoulders-Continue to be unique and forward-thinking -Get more people involved, especially ethnic groupsNew-People that are already in the city know what the city is all about, new people don’t really realize the strengths that St. Louis Park has to offer-Market to gain trust-Our rental rate is too highSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 27Focusing on retaining current businesses and attracting new businessesNew-Focus on attracting “clean” industries. Not necessarily retail, because the low hourly rate for retail jobs may force some residents to move out to cheaper communities -Expand to new businesses; ones that aren’t necessarily industrial based.Both-City Hall (staff & policies) needs to be pro-business with practices, ordinances and zoning opportunities-Go after and attract the “right”businesses-Open communication & proactive thinking-They need to continue to maintain business, commercial and industrial districts separate districts-City needs to participate in the new regional (11 county) metropolitan economic development Web siteCurrent-Keep property taxes in line so there aren’t any incentives for business to move to another suburb-Public money-Excelsior & Grand is a positive changeSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 28Communications with its residents-Okay/Good-Tremendous-Don’t really know, but I hear that it is relatively well-Good website, email, and other new technologies-Sometimes we give the residents too much information. Less information – more pertinent-The neighbors and community have been really involved in our projects but they should continue to work and build communication-We need to put more information out… newsletters, web-based information, promote “letters to the editors” mentality-Show our citizens how the “hot dogs are made”-Organized neighborhoods are great-Wonderful job communicating if there’s an issueImproving communication efforts with residentsSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 29-Well-Okay/Good -Great job -Spend more time sitting down face to face, as often as possible-As a larger company, they are in constant communication and do a great job-Make sure, when there are any issues, that we reach out to them quickly-Continue to let people know that we are “on it”-Continue to reach out to the business communityCommunications with the business communityImproving communications with businessesSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 30St. Louis Park and issues of diversity for residents and for businesses-There’s room for improvement – Need to reduce achievement gap, need parental involvement of various cultures, and participation in civic gatherings-Good job – Information is in several languages, Somali Forum, etc.-No problem - We are very connected to and with our neighborhoods-Challenged (Respondent heard that the biggest problem is with the police department, but thinks their intention is to be open and flexible)-Need more diversity in our leadership-Must communicate on their needs, culturally-Support and recognize diversity-Are receptive to “sub” cultures-Don’t really know - but they seem to be open and acceptingSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 31Areas of focus over the next 10 years-Housing stock-Incentives for people to stay-Mass transit; Congestion is already terrible and will only increase in the next years-More green space (replant tree inventory) to ensure that not everything is overbuilt-Responding to changing demographics-Keeping kids in schools long term-Maintain and enhance our infrastructure-We must create the community that we want to be-Protect and promote our environment-Turn over commercial property-Always be open/encourage to new volunteer leaders-Entertainment draws-Walk-ability-Live-ability -Energy conservation and programs to encourage it-Business expansion & job growth-Issues of diversity – Creating paths to get involved and a welcome-Increase the number of families-Implementing the new 10-year plan and test progress annuallySTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 32Untapped assets within the community-“Hooking Up” with our short-term residents (3 years or less); get them involved early-Bring “youth” to our committees-Work better together – take to the next level add more value-Our new residents-We must engage our new immigrants-Our immigrant community, understand their culture to give us a greater global perspective-Tap into “life-long living”… learn from those who have amazing things to share, maybe through community education-The Creek that runs through St. Louis Park… maybe we could put a path along it-Young people MUST be engaged in civic life – connectivity with the next generation must be a focus!-Not that I know ofSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 33Positive changes over the past 5 years-Innovative school district (IB Program)-New town center has created a thriving revitalized community-Excelsior and Grand-Bike trails and parks-Being a progressive city-Park Nicollet & Methodist Hospital have continued to expand their services-50% of our residents have lived here less than 5 years-Stronger schools have resulted from the innovative leadership of Dr. Debra Bowers-The city’s overall reputation has improved in the past 5 years-Community development-Transportation and roads-Somewhat affordable-New, fresh energySTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 34Negative changes over the past 5 years-Traffic! Dealing with success, business growth and increased population -Cannibalizing certain business districts and converting them to residential-Addressing the needs of a growing diverse population can be a challenge-Infrastructure has continued to age and crumble-Lack of funding-Declining school enrollment makes getting funding more difficult-Loss of families due to housing stock (not enough larger homes)-The amount of graffitiSTAKEHOLDER INTERVIEW FINDINGSINTERVIEW FINDINGS KEY STAKEHOLDERS PERISCOPE®PAGE 35CITY EMPLOYEE FOCUS GROUP FINDINGS PERISCOPE®PAGE 36COMMUNICATION-Majority of participants have frequent interaction with the public, some have daily interaction-Interaction with other departments takes place primarily via phone or e-mail-Internal communication has improved significantly over the years; Key drivers are encouragement from management, change in personnel, and increased demand from residents-Regarding the change in personnel, participants noted that it is helpful that several departments are represented on the interview panel during the selection process-Not one participant knew what the current St. Louis Park logo signifies-When asked about consistency in communications coming from the various departments of the City of St. Louis Park responses included the following:“ I don’t know how other departments communicate”“The look is all over the board”FOCUS GROUP FINDINGSFOCUS GROUP FINDINGS CITY EMPLOYEES PERISCOPE®PAGE 37GENERAL FINDINGS-Some believe that St. Louis Park is considered a “model city” for smaller cities-The 3 weaknesses of St. Louis Park mentioned were: 1.) Obtaining a liquor license is too complicated, 2.) Processes could be more efficient, 3.) Overworked staff-Suggestions to make the City of St. Louis Park better included: 1.) Having a central downtown area, 2.) City code ordinances, 3.) Monthly water bill, and 4.) Online survey (“Are we offering what you need?”)-The 4 most important communities to focus on are the: 1.) Somali, 2.) Russian, 3.) Hispanic, and 4.) Jewish communities-Positive changes that have taken place in the past 5 years include: 1.) Internal communication, 2.) Increased diversity, 3.) Redevelopment, and 4.) Highway 100-Negative changes that have taken place in the past 5 years include: 1.) Gangs and graffiti, 2.) Difficult for city staff to keep up with expectations (i.e. more Park & Rec. facilities, less staff), and 3.) Public expectations have risenFOCUS GROUP FINDINGSFOCUS GROUP FINDINGS CITY EMPLOYEES PERISCOPE®PAGE 38FOCUS GROUP FINDINGSDescription of St. Louis Park-Three words: Diversity, Children, Progressive-Small-town feel, but very close to the city-Once you live here and leave, you always come back-Convenient (Location)-Very strong sense of community-Pride in serving the community-Really connected & care about the community-Neighborhoods and residents are very connected-Really involved and active (i.e. 132 block parties for National Night Out)-More forward-thinking; Not afraid to be the first to try somethingFOCUS GROUP FINDINGS CITY EMPLOYEES PERISCOPE®PAGE 39FOCUS GROUP FINDINGSAdjectives that describe the City of St. Louis Park-Innovative-Accessible-Green-Pride-Diverse-Progressive-Child-focused-Forward-thinking-Together-Connected-Involved-Fun-Caring-Location-Convenient-Neighborly-Tight-knit-Supportive-Family-friendly-Physically active-Active in the community-Open (minds, borders, etc.)-Care about public input-Committed to resolving issuesFOCUS GROUP FINDINGS CITY EMPLOYEES PERISCOPE®PAGE 40OUTSIDE PERSPECTIVEFOCUS GROUP / INTERVIEW FINDINGS PERISCOPE®PAGE 41FOCUS GROUP/INTERVIEW FINDINGSOUTSIDE PERSPECTIVE-Convenient, central location -Great proximity to the city -Fantastic bike trails-Amazing parks everywhere-Great neighborhoods-Small-town feeling-Tight community-Family-friendly-Child-focused-Green (i.e. lots of trees)FOCUS GROUPSDescription of St. Louis Park-Neighborly-Fun-loving people-Quaint houses-City & school boundaries align-Long-standing community partnership-More affordable than Uptown-Leader (i.e. recycling program, WiFi, Children First, etc.) PERISCOPE®PAGE 42FOCUS GROUP/INTERVIEW FINDINGSOUTSIDE PERSPECTIVE-Amazing trail system-Very child-focusedNationally awarded schools-Active churches-Proximity to city-Huge commitment to having/making a strong community-Strong Jewish community (Settled, committed to education & the community, etc.)-Children First initiativeFOCUS GROUPSStrengths of St. Louis ParkWeaknesses of St. Louis Park-Poor road conditions-“Traffic nightmare”-Need better community outreach for diverse population-Need more diversity represented in civic involvement PERISCOPE®PAGE 43FOCUS GROUP FINDINGSUnique qualities of St. Louis ParkFOCUS GROUP/INTERVIEW FINDINGSOUTSIDE PERSPECTIVE-Children First initiative-Kids are given equal civic leadership roles-Long-standing community partnerships-Great school system -Nice blend of income levels-Great diversity-Location-Affordable for what you get in return (value)-The number of parks and how well-kept they are PERISCOPE®PAGE 44FOCUS GROUP FINDINGSFOCUS GROUP/INTERVIEW FINDINGSOUTSIDE PERSPECTIVE-Organized neighborhoods-Resident commitment to community-Excelsior & GrandPositive changes in the past 5 yearsNegative changes in the past 5 years-Transportation-Funding for various programs and initiatives-Decreased school enrollment and resulting decrease in education funding PERISCOPE®PAGE 45BRAND WORKBOOK FINDINGS PERISCOPE®PAGE 46BRAND EXERCISE FINDINGSBRAND AS PRODUCT-Strong established community-Progressive-Quality city-Innovative-Service to others-Respectful-Small town feel - big city amenities-High quality-Caring community-Good housing, good schools-Superior/constant redevelopment-Progressive-Diverse-Great services-Residents-Families-Businesses-Those from all over-Everyone-Young yuppies-Professional singles-Residents who live or work in St. Louis Park-Civic leadersBRAND SCOPEBRAND ATTRIBUTESUSERSNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 47BRAND EXERCISE FINDINGSBRAND AS ORGANIZATION-Services to residents, customers, and employees-High standards and expectations-Can do attitude-Good place to work-High quality-Progressive-Cutting-edge-Vigorous work ethic-Unique-Caring-Innovative-IntegrityORGANIZATION ATTRIBUTESNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 48BRAND EXERCISE FINDINGSBRAND AS PERSONALITY-Creative-Strong sense of community-Intelligent-Active-Informal-Friendly/Welcoming-Progressive-Hard working-Eco-friendly-Open/Accepting-High expectations-High involvement-Response to community needs-Public discussions-Constantly reviewing current practices-Open to change-Quality programs, schools and continual reinvestments within thesePERSONALITYBRAND-CUSTOMER RELATIONSHIPSNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 49BRAND EXERCISE FINDINGSBRAND AS SYMBOL-Parks-Excelsior and Grand-Walking/Biking trails-Family houses-The logo-Streets/Highways-Railroad tracks-Proximity and ties to Minneapolis-Don’t know/nothing-Large Jewish community-History as one of “the first suburbs”-Early industrial developments-Housing lots-Family orientated-Diverse-Don’t knowVISUAL IMAGERY & METAPHORSBRAND HERITAGENote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 50BRAND EXERCISE FINDINGSST. LOUIS PARK SELF DEFINITION-Diverse-Community orientated-Innovative-Residential-Progressive-Well-maintained-Great locations-Strong leadership-Community participation-Embraces change-Current/hip-Cares and wants the best for its citizens, schools and community-Quiet town-Redevelopment-Healthy lifestyles-Take charge citizens-High expectations-Good place for business-Good valueST. LOUIS PARK AS YOU SEE ITNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 51BRAND EXERCISE FINDINGSST. LOUIS PARK SELF DEFINITION-Cares for employees-Focused-High expectations-Good pay and benefits-A lot of change-Employees are important and valued-Good work environment-City Council and management trust and support staff-Pride for the city-Work together-Comfortable communications between employees, residents and management-Service orientated-See St. Louis Park as a place for familiesST. LOUIS PARK AS EMPLOYEES SEE ITNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 52BRAND EXERCISE FINDINGSST. LOUIS PARK SELF DEFINITION-Considered well-off -Quiet-Great locations-Expensive homes/high property values-Innovative-High Jewish population-Proactive City Council-Not a lot of problems-Great facilities-Leader-Strict inspection codes-Progressive-Good paying jobs-Lots of parks-Well-maintained-Diverse-Good schools-“Just another suburb”-Mildly urbanST. LOUIS PARK AS THOSE OUTSIDE THE CITY SEE ITNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 53BRAND EXERCISE FINDINGSDEFINE THE COMPETITION-Strong neighborhoods-Convenient locations-Good place to start a family-buy first home-Quality services-Safe-Good schools-Citizens who have and use their voices-Town of “regular Joes”-Access to trails and parks-Well-maintainedST. LOUIS PARK AS THOSE IN ST. LOUIS PARK SEE ITNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 54BRAND EXERCISE FINDINGSDEFINE THE COMPETITION-Minneapolis-Minneapolis Suburbs -Edina-Bloomington-Uptown-Golden Valley-Minnetonka-Arbor Lakes-Other first-ring suburbs-Both metro-downtown areas of Minneapolis and Saint Paul-Other school districts-Opportunities for development-Minneapolis is not our competitor because it is a big, national city, not a suburbTANGIBLE COMPETITIONNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 55BRAND EXERCISE FINDINGSDEFINE THE COMPETITION-Zoning rules-Lack of parks-Housing choices -- people want larger homes-Home prices -- lower priced houses-Better schools-Newer buildings/houses-Closer to lakes-Cities with public owned golf courses-Closer to entertainment such as malls, theaters, museums, and arts-More kids/families-Better maintained --places without run-down apartment buildings and not as industrial looking-More upscale places-Poor transportation system-Aging population-Less crime-Global economy changes-Demographic changesINTANGIBLE COMPETITIONNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 56BRAND EXERCISE FINDINGSGENERAL QUESTIONS-Quality of schools, concerns with school enrollment-Age of community-Perceptions that houses are too small and too expensive-Too few parks-Minneapolis crime-Being able to represent the broad spectrum of what St. Louis Park is.-Creating a brand that will be useful in years to come-The cost of implementing a brand-Creating a fresh look-Remaining well-maintained on the outside of the city-Remaining owner occupied even with the small lots and houses-Balance of messy vitality and flavor-Recognizing that the demographics in the US have changed and St. Louis Park can not successfully compete with the suburbs of larger homes and lots-Great community of starter homes but have trouble keeping peopleKEY CHALLENGES/OBSTABLES FACING THE ST. LOUIS PARK BRANDNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 57BRAND EXERCISE FINDINGSGENERAL QUESTIONS-Build on the connection to Minneapolis (location)-Be cutting edge-Building on the positive can do community aspect-Strong neighborhoods -- engaged community-Great public safety and local government services-Create a fresh look that people will understand-Discover who we are and where we want to go-Attract those who want a “greener”, more urban lifestyle-Recreation and healthy living with an urban community-Build off Excelsior and Grand setting the tempo for the future-Chance for a new logo-Progressive councils actions-Build off arts and culture hub, and healthcare hubKEY OPPORTUNITIES FOR THE ST. LOUIS PARK BRANDNote: Responses listed in order of frequencyBRAND WORKBOOKS PERISCOPE®PAGE 58FamilyPERSONALITYVALUESBENEFITS/REWARDSFEATURES/ATTRIBUTESESSENCEMOST FREQUENTLYSELECTEDBRAND ONION WORD ASSOCIATION EXERCISEResidentialFor EveryoneEstablishedSmall BusinessPracticalValuableOnlineUniqueHigh TechInternationalReliableSafeVisionAchievingAdmiredWorthyCreativeIntegrityHard-WorkingProgressiveResponsiveAccessibleFriendlyCaringAdaptableProblem-SolverCommittedDynamicCharacterCompetentHonorableHonestChangingDesirableConsumer FocusedComfortableExcellentTransformingValue100% CommitmentInnovativeDaringAbove-and-BeyondOpenEvolvingInterestingBlue CollarLESS FREQUENTLYSELECTEDFaithPerformanceFuturisticDiverseTechnologyVarietyAdvancedProfessionalBRAND WORKBOOKS PERISCOPE®PAGE 59PERISCOPE®CONTACT INFORMATION921 WASHINGTON AVE SMINNEAPOLIS MN 55415www.periscope.comT 612 399 0500F 612 399 0600ST. LOUIS PARKAUGUST 2007BRAND STUDY FINDINGS AND RECOMMENDATIONS