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EXHIBIT B Communications LAB Strategy Components • Identify Key Objectives & Goals • Craft a Wide Variety of Story Ideas, Marketing Campaign Concepts for Client Review • Develop Comprehensive Project Plans with Detailed Timelines and Key Milestones Clearly Outlined • Execute the Plan (or Multiple Plans Depending on Client Needs) Measure Progress and Assess Metrics • Adjust as Needed and Continue Implementation • Provide Detailed Campaign Reporting & Final Reports to Client Following the delivery of Project 1 - Interactive & Web -based CCR, we launch into Project 2, development of the Divisions Strategic Plan for 2023. This element will also create the roadmap for the managing components of Project 3 - On -Going Support. Development of this important document will align the Division's goals with that of the wider agency, the needs of your community and that of our team to the Division's needs. Our first step is to have a complete, 360-degree picture of what is needed and the landscape in which we are building the Division's 2023 Strategic Plan. ASCERTAINMENTS - EXTERNAL & INTERNAL A main component of this centers on conducting external/internal ascertainments to develop a clear picture of where the areas of improvement lay and what recommendations (if any) we should consider as we build the new plan. Furthermore, these efforts will help define what new resources or problems should be understood moving forward. Ascertainment are conducted as interviews with key stakehold- ers, pre -approved by the client project leadership. Following the completion of these interviews, and once the survey work is complete, we then develop recommendations for Project Team in a timely manner so that the information maintains its value. It is our experience that assessments (and research in general) that drag on lose their significance and insight. Ascertain- ments will be invaluable to the development of a strategic and comprehensive Brand Platform. Upon delivery, we want the platform to be thoughtful and defensible because it will be based on real data. Questions used during the interviews will be standardized for all participants and will be vetted with the client prior to any interview being conducted. Potential ascertainment interviewees may include: • City Council Members • City Manager • Division Leadership • City PIO • City Program Leaders • Chamber of Commerce Leaders • Educational Leadership (K-12 & Colleges) • Local Neighborhood Groups