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NOR-rH 4 STAR
<br />SCOPE OF WORK
<br />�,". REE -SEARCH
<br />We approach every client with a completely open mind. Our lack of preconceived ideas
<br />regarding our clients allows us to conduct the most relevant, most reliable, most objective
<br />research possible. From this research is born the strategic DNA Definition that defines Santa
<br />Ana's brand. Therefore, North Star considers it an advantage — even a necessity — to enter
<br />into a new relationship with a clean slate.
<br />We evaluate the environment, the competitive situation, stakeholder attitudes, community
<br />attitudes, current communications and the perceptions of target audiences and influencers. Our
<br />years of experience allow us to highlight the most effective array of tools and methodologies to
<br />ensure the most comprehensive, trustworthy and detailed data collection. You will notice both
<br />qualitative and quantitative studies included in this recommended matrix. North Star strongly
<br />advocates a mixed method approach to research because it will tell you not just "How, When,
<br />What and Where" but also "Why".
<br />Situation Analysis: This study establishes the current lay of the land from the perspective of your
<br />critical partners. We both administer a questionnaire to each internal group or organization and meet
<br />with these groups to more fully understand your primary objectives, general history, political
<br />landscape, resources, competitors, etc.
<br />Research, Planning, communications and Media Audit: We conduct a comprehensive review of
<br />any relevant research and planning documents.ln addition, we review and analyze existing marketing
<br />materials, branding, logos and messaging from public and private sector partners as well as recent
<br />press related to Santa Ana,
<br />Familiarization Tour: Tour and analysis of commercial sites, business and technology parks,
<br />housing developments, downtown, retailers, restaurants, outdoor rec areas, parks, the arts, etc,
<br />Sales Review (How Santa Ana sells itself). We want to know how you sell, formally and informally,
<br />to key business prospects, developers, professional candidates, students, potential home buyers,
<br />etc. We want to hear your presentations, see what they see and receive any materials they receive.
<br />Key Stakeholder Interviews: Some of our most valuable nuggets for the purposes of defining your
<br />DNA and crafting your creative work come from these intensive one-on-one interviews with key
<br />stakeholders (including leaders from city department staff, real estate agents, park officials, elected
<br />officials, business community, schools, civic organizations, etc.), We also want to talk to articulate
<br />individuals who are passionate about Santa Ana (poets, coaches, ministers, historians, matriarchs,
<br />patriarchs and more), We know you want us to talk to everyone, so we continue the conversations via
<br />phone once we get back to the office. Because we can react to the information they give us with
<br />original questions, these interviews often lead us down exciting discovery paths not revealed by
<br />quantitative surveys.
<br />SANTA ANA eRANDPRINT 5
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