NORTH STAR DESTINATION STRATEGIES, INC.

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NOR7HA STAR SCOPE OF WORK 5 ISAYnt..E,Mfiffl A'ii )IN PL,40q It can be overwhelming for city leaders presented with a new brand to know what to do first, second or third for that matter! This plan takes you step by step through the first two years of implementation with detailed explanations and examples of every recommendation, It will prioritize both long and short-term strategies and will be written to employ a variety of communication tools; engage Santa Ana residents and businesses; enable target audiences to connect and interact with the City and use feedback to further build your brand; provide opportunities for target audiences to become advocates and recommend methods to ensure effective implementation by developing processes to track results and measure success. In fact, brand integration is a key area of distinction for North Star because of our attention to detail and customization. We've branded more than 200 communities and no two plans have ever been alike. The easiest way to understand the depth of this plan is to take you through our development agenda. Planning Focus & Collaboration: First we collaborate with Santa Ana leaders and the branding committee to identify areas of emphasis. In other words, what would you like the brand to help you do specifically in the next two years? Recruit new business? Attract more residents? Increase your appeal for young professionals? Partner more effectively with existing business? Wayfinding? Develop a robust social media program? What current initiatives would benefit from suggestions about how the brand could be integrated? Marketing & Communication Action Plan: This highlights the must -do tactics for assimilating your new brand to gain traction during the first two years, Recommendations as to how the brand should influence the marketing and communications efforts from the City and partner organizations will be addressed. Partner Integration & Promotion: Throughout our process we focus on community engagement, education and participation to build buy -in from your partners (community agencies, groups, businesses, etc). It is from this foundation that we will craft an array of opportunities for integration into the everyday lives and business operations of these partners. We will include clear partner integration direction for new products, packaging, events, awards, social media campaigns and more while maintaining your brand integrity Public Relations Strategy: public relations is all about telling the Santa Ana story in the most positive, compelling way. Using the Santa Ana brand strategy as a starting point, our team of seasoned creative writers will create a bank of relevant story ideas that work together to build equity In your brand message. We will also provide direction for how to leverage social media in the distribution of these stories and for Interaction with your audiences. Staff Integration Recommendations: Staff are the front line for your new brand so brand integration across your partner organizations' staff is a critical initial step in rolling out your new brand. We will provide specific steps for integrating the brand internally in communications, materials, language, stationery, email signatures, etc, as well as ideas for generating excitement and Interest for your brand internally. SANTA ANA eRANDPRINT 10