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Mankato," she said, noting that Hentges Your Community," has been Mankato's Tacoma, Washington. Tired of
<br /> believes such work would "position the inspiration (read more about Renton playing second fiddle to its larger _
<br /> entire region for success." below). neighbor to the north, Seattle, Tacoma
<br /> Others involved in putting the cam- Schulz is optimistic the Mankato hired a New York-based public relations
<br /> paign together include North Mankato campaign will work, but she has no firm in 1998 to rework its image. The
<br /> City Administrator Wendell Sande, Burt illusions about the work involved. transformation has been dramatic—
<br /> Lyman, executive director of the Mid- "This has to stand on its own merits," more than 50 new companies have
<br /> west Wireless Civic Center, and repre- she said. "We're going to have to work located in Tacoma, it was named an
<br /> sentatives from the Valley Independent hard. But we really need to point out All-America City by the National
<br /> Development Corporation, which works our strengths and reasons for being here Civic League, and Toyota even named
<br /> on behalf of both cities. and coming here." a truck after the city.
<br /> Mankato officially got down to Roseville. In Roseville, the nearly Tacoma has also received plaudits
<br /> business in December 2001 when the 4-year-old Roseville Visitors Association from the local and national media due
<br /> Chamber held a televised press confer- (RVA) is helping bring visitors and in great part to its self-branding as
<br /> ence announcing a collaborative, multi- tourists to this Twin Cities suburb with "America's #1 Wired City." This
<br /> jurisdictional marketing campaign. the support of city government. Rose- nationally award-winning tagline has
<br /> The announcement followed a request- ville established the RVA in March played up the significant high-tech
<br /> for-proposal process that culminated 1998 as part of passing a 3 percent local industrial opportunities available in
<br /> in the hiring of Meyocks and Priebe lodging tax. According to Assistant City the city and its affordability compared
<br /> Advertising, Inc. Manager Christine Butterfield, "the to Seattle.
<br /> Schulz said the selection committee RVA's role is to help support Roseville Tacoma has also established several
<br /> was quite impressed with Meyocks and as a destination point and promote the targeted web sites to provide informa-
<br /> Priebe, an Iowa-based firm that has also hotels, motels, and recreation amenities tion to various audiences. The www.
<br /> worked with marketing the cities of in the city." tacomaspace.com web site helps
<br /> Des Moines and Council Bluffs, Iowa, in Butterfield said Roseville officials visitors find available properties in down-
<br /> addition to companies as diverse as formally meet with the RVA quarterly town Tacoma, and www.districtspace.
<br /> Delta Dental, St. Paul-based Ecolab, to discuss latest steps and ways for the corn locates properties in Tacoma's
<br /> Gateway computers, Dupont, and Farm city and RVA to "collaborate on vari- numerous business districts. Businesses
<br /> Bureau. And, according to Schulz, the ous communications pieces." can even download the "wired city"
<br /> firm's web site address (www.outof Communicating the latest RVA logos and information from the site fo.
<br /> thebox.com) says it all about where efforts is important to the city, she said, their own use in promoting Tacoma as
<br /> they want to take marketing for the therefore every bi-monthly city news- a place to do business.
<br /> Mankato area. letter contains information about the 1
<br /> Schulz said the campaign is presently association's activities. For example, news Other award-winning cities
<br /> in its first phase of research, and she about the city's "Roseville Glows" Each year, the City-County Commu-
<br /> anticipates embarking soon on the event and the annual Rose Fest are nications and Marketing Association
<br /> creation of a logo and a branding style always publicized and covered for resi- (3CMA) recognizes many municipal
<br /> guide. A marketing plan will follow as dent consumption. marketing plans and campaigns. Cities
<br /> the second phase, before implementa- Renton, Washington. Considered of various sizes and budgets are involu-
<br /> tion is complete later this year. one of the nation's better municipal ed—all recognizing the great potential
<br /> Asked why the Mankato area is marketing plans, Renton's campaign and importance of marketing them-
<br /> embarking on such an aggressive cam- was given life in 1998 when the city, selves,With smaller cities such as Las
<br /> paign, Schulz said the answer is simple. Renton Chamber of Commerce, local Cruces, N.M., and West Valley City,
<br /> "We want people to come to this hospital, school district, and college Utah, and larger locales as San Antonio,
<br /> area," said Schulz, noting that the group committed to a three-year, $600,000 Texas, and Tallahassee, Fla., participat-
<br /> wants to launch the campaign in time effort to market Renton locally, region- ing, they all understand the value of
<br /> beingproactive.
<br /> for tourism season this summer when ally, and nationally.
<br /> the city's noted trails are in use and the Keeping true to a year-by-year, Remember, if you wait until the
<br /> Vikings start up camp at the second- ; month-by-month strategic communica- "bad times"hit, it will likely be too late
<br /> oldest training campsite in the National tions plan as they went along, the to make much of a difference in what
<br /> Football League. The group is also campaign included advertisements on others think about your city. Be the
<br /> floating the concept of sponsoring television, radio, and in the print media; first one to establish your city's image.
<br /> riverboat tours in town to boost tourism. creation of a new tagline—"Renton: Don't let someone or something do it
<br /> The challenges are many for such an Ahead of the Curve"—and logo; and a for you. r
<br /> effort, she said, adding that the inspira- web site (www.rentonmarket.com).
<br /> tion for Mankato's campaign came from One of the more significant payoffs
<br /> a similar program underway in Renton, came when a$300 million office/hotel Tom Bullington is communications manage
<br /> Wash. A copy of the Renton Economic development located in Renton, a with the League of Minnesota Cities.
<br /> Development Department's article 48,000-resident southern suburb of Phone: (651) 281-1243. E-mail:
<br /> entitled, "Think Like a Business—Brand Seattle. tbulling@lmnc.org.
<br /> 8 MINNESOTA CITIES FEBRUARY 2002
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