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REQUEST FOR <br />COUNCIL ACTION <br />CITY COUNCIL MEETING DATE: <br />NOVEMBER 20, 2018 <br />TITLE: <br />RECEIVE AND FILE PRESENTATION ON <br />NEW CITYWIDE BRANDING PLATFORM <br />{STRATEGIC PLAN NO. 3, 1E} <br />TY MANAGER <br />RECOMMENDED ACTION <br />Receive and File. <br />DISCUSSION <br />CLERK OF COUNCIL USE ONLY: <br />APPROVED <br />❑ As Recommended <br />❑ As Amended <br />❑ Ordinance on 1s' Reading <br />❑ Ordinance on 2nd Reading <br />❑ Implementing Resolution <br />❑ Set Public Hearing For <br />CONTINUED TO <br />FILE NUMBER <br />In April 2016, the City of Santa Ana hired North Star Destination Strategies to develop a community <br />brand and comprehensive implementation plan. The objective of this effort was to develop a clear, <br />strong and resilient brand identity that represents the varied attributes of the Santa Ana community. <br />The resulting brand messaging will place particular emphasis on: <br />• Encouraging residents of all ages to engage in community life, civic activities and recreational <br />interests <br />• Attracting, retaining and growing businesses <br />• Maintaining and enhancing the City's quality of life <br />• Expressing the unique identity of Santa Ana <br />As part of the initial phases of the project, North Star spent a significant amount of time engaging <br />and educating the community about the importance of branding and the impacts on both residents <br />and businesses in Santa Ana. There were several focus groups, internal interviews, and surveys <br />conducted with the local business and community stakeholders. A community -wide survey was <br />conducted to solicit perceptions of Santa Ana from the people that live and work here, as well as <br />an external perception survey given to people that do not live or work in Santa Ana. In total, over <br />1,000 respondents participated as part of the engagement efforts. North Star prepared a <br />comprehensive review of all relevant research, insights and recommended strategic position which <br />was presented to City Council in August 2017. <br />At the August 15, 2017 City Council meeting, the City Council approved a Creative Committee to <br />guide and inform the process of developing a new Citywide brand and logo. The Creative <br />Committee, consisting of one representative from the Santa Ana Chamber Economic Development <br />65A-1 <br />