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NORT14 ,4 ST AR SCOPE OF WORK 1. t',g')ffiNIUNirY FE3iwr- =GHAENC & i:iatf ;A1I,r2N Successful community branding must be a grassroots effort. North Star involves those most rooted in your community — residents, businesses, teachers, leaders, preachers, students, moms and dads, merchants — from day 1. This process is ongoing. It starts with educating people on what branding is and what it can mean for them. It continues with focus groups, interviews and surveys designed to get people's actual opinions about things. It soars when we help you put together a Friends of Santa Ana ambassador group that will initially work to inform the brand and eventually become the most vocal advocacy group for Santa Ana. "Friends of Santa Ana" Group Creation: We work with Santa Ana branding committee to develop a list of influential voices from across your community (working name of "Friends of Santa Ana"). This group comprises leaders representing diverse interests including students, matriarchs, historians, artists, parents, librarians, coaches, athletes, teachers, doctors, merchants, journalists, architects, bloggers, event planners — anyone with a valuable opinion and a love for Santa Ana. The group should be assembled prior to North Star's in- market visit. While we are in Santa Ana, we will conduct a focus group with the fledgling Friends of Santa Ana. We will also educate them on branding in general and how an ambassador group can promote the brand and remain independent. We share our favorite ambassador group success stories including the "Friends of Lou" from Louisville and help them brainstorm the possibilities for their group. One of the first charges of these articulate voices is to help talk about the branding effort and take the pulse of their constituencies. We give them a number of tools to accomplish this: Social Media Campaign Structure: Using the available hashtag ttfriendsofSantaAna we set up a platform that the group can use to discuss issues important to their constituencies. Your Friends of Santa Ana group is not working to "sell in" the brand, they are answering questions, addressing concerns and cultivating good ideas. Educational Site i Brand Story Site: This site serves as an online tool to direct traffic towards for Santa Ana residents and stakeholders to learn more about the branding effort, the current state of the process and to get involved either in the research stage or to become a champion after the launch of the new brand. In addition, this website transitions throughout the process from a purely educational site, to one that describes the core branding strategy after the strategic DNA statement is approved and then becomes a brand story website at the completion of your BrandPrint. iAl1 -n nN/� F:RANr1PRirdl 3 25D -12