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NORTH 4 STAR <br />SCOPE OF WORK <br />t. <.-&:a6`v�ffit�rtiSff a &.i.t±>�&4.sF �fii£if�ii h: t=.�rt9tlt�TiC,b£�f <br />Successful community branding must be a grassroots effort. North Star involves those most <br />rooted in your community — residents, businesses, teachers, leaders, preachers, students, <br />moms and dads, merchants — from day 1. <br />This process is ongoing. It starts with educating people on what branding Is and what it can <br />mean for them. It continues with focus groups, interviews and surveys designed to get <br />people's actual opinions about things. It soars when we help you put together a Friends of <br />Santa Ana ambassador group that will initially work to inform the brand and eventually become <br />the most vocal advocacy group for Santa Ana. <br />"Friends of Santa Ana" Group Creation: We work with Santa Ana branding committee to <br />develop a list of influential voices from across your community (working name of "Friends of <br />Santa Ana'). This group comprises leaders representing diverse interests including students, <br />matriarchs, historians, artists, parents, librarians, coaches, athletes, teachers, doctors, <br />merchants, journalists, architects, bloggers, event planners — anyone with a valuable opinion <br />and a love for Santa Ana. <br />The group should be assembled prior to North Star's in -market visit, While we are in Santa Ana, <br />we will conduct a focus group with the fledgling Friends of Santa Ana. We will also educate <br />them on branding in general and how an ambassador group can promote the brand and remain <br />Independent, We share our favorite ambassador group success stories including the "Friends of <br />Lou" from Louisville and help them brainstorm the possibilities for their group. One of the first <br />charges of these articulate voices Is to help talk about the branding effort and take the pulse of <br />their constituencies, <br />We give them a number of tools to accomplish this: <br />Social Media Campaign Structure: Using the available hashtag #friendsofSantaAna we set up <br />a platform that the group can use to discuss issues important to their constituencies. Your <br />Friends of Santa Ana group is not working to "sell in" the brand, they are answering questions, <br />addressing concerns and cultivating good ideas. <br />Educational Site I Brand Story Site: This site serves as an online tool to direct traffic towards <br />for Santa Ana residents and stakeholders to learn more about the branding effort, the current <br />state of the process and to get involved either in the research stage or to become a champion <br />after the launch of the new brand. In addition, this website transitions throughout the process <br />from a purely educational site, to one that describes the core branding strategy after the <br />strategic DNA statement is approved and dten becomes a brand story website at the completion <br />of your BrandPrint. <br />SANTA ANA BRANDPRINT 3 <br />