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NORTh14 STAR <br />SCOPE OF WORK <br />?. EV ALOAild;fl",I M'$'f' A MNG <br />Evaluation yields new information, which may lead to the beginning of a new planning cycle. <br />Information can be gathered from concept pre -testing, campaign impact in the marketplace and <br />tracking studies to measure a brand's performance over time. Ideally, two basic questions will <br />be answered: have responses to the brand among target audiences changed in the way the <br />BranclPrint intended? And have these changes resulted In action that will achieve the desired <br />objectives of the brand? <br />No single measure of success works for something as complicated as a community brand. As <br />such, every research study in this plan is designed to produce benchmarks and results that can <br />be used for comparison with future studies in areas of advocacy, return on investment, <br />perceptions of the existing Santa Ana brand and attitudes regarding how well Santa Ana <br />performs as a place to live, visit and do business. Additionally, our 15 years of branding <br />experience have shown that true success can be seen in the spread of excitement, inspiration <br />and Innovation among your stakeholders around the brand. This is a "soft measurement" but it <br />is vitally important. North Star builds hours into our BrandPrint process for mentoring with our <br />clients. Your success Is our success, and everyone at North Star - from the president and CEO <br />to the office manager to our research assistants - takes the success of our clients personally. <br />Toward that end, we are always available to answer questions and help with problems. In <br />short, we have maintained an ongoing personal and business relationship with most of our <br />clients, some for more than a decade. <br />32 -Month Follow Up: We follow up after a year of your brand implementation to discuss the <br />successes enjoyed and hurdles that you are working to overcome. We provide suggestions end <br />direction for next steps in your continual brand integration. <br />Brand Barometer: Getting the talk right on the street is the most important thing a community <br />can do to bolster its development efforts. Word of mouth has always been important; in this <br />post -digital world, it is essential. With the benchmark included In your brand study, the Brand <br />Barometer becomes a simple and Inexpensive way to track your results and validate your <br />success in word of mouth advertising and resident advocacy. We strongly recommend a Brand <br />Barometer measurement every year to track the progress of the community. North Star keeps a <br />running annual average allowing you to compare your community to the nation over time. This <br />current national sampling mitigates swings in the economy and gives you the truest look at <br />advocacy for Santa Ana. <br />Quantitative Perception Study: You will have gained an in-depth understanding of the brand <br />perceptions of the community among consumers as part of this effort. You will also have an <br />excellent benchmark. You will be able to easily assess the changes in your reputation in the <br />minds of outsiders, business leaders, visitors and potential visitors. This will be one of the most <br />effective quantifiable measures of the impact of your branding efforts. <br />SANTA ANA BRANDMNI 13 <br />