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NORTN.4 STAR Undercover Interviews: Our team conducts informal discussions with residents and visitors as they experience Santa Ana, Curious with a purpose, we ask for recommendations, what it is like having a business here, what we shouldn't miss during our visit or what we might expect if we were to move to Santa Ana. Vision Survey: This open- ended, right - brained survey challenges stakeholders to provide deeper comments and opinions. We administer the surrey digitally and in paper form to the list provided by YOU, guaranteeing all your valuable stakeholders are able to participate. This tool dovetails beautifully with the qualitative interviews (described on the previous page) because it extends your participant universe and allows you to layer trending opinions with in -depth perspectives, Online Community Survey; Giving residents a forum for sharing is important. We use some of the themes identified In the vision survey to craft a quantitative survey posted Online for community -wide participation. We promote this survey using traditional and social media. Fascinating similarities and differences between leadership perspectives and resident perspectives are often revealed. Brand Barometer: This proprietary research tool measures the strength of Santa Ana's resident advocacy relative to the rest of the United States as a place to live, work and play, In other words, how likely are your residents to advocate Santa Ana for starting a business or quality of life, Lack of advocacy can indicate a lack of knowledge or a real problem. Either way it gives you a starting point for making change. Strong advocacy, on the other hand, is a public relations winner. Note: The brand barometer is also a great benchmarking tool for measuring internal attitudinal change moving forward. Influencer Perception Study: Working from a combined list of site selectors, relocation executives, meeting planners, regional and state level executives in economic development and tourism as well as other external influencers you provide with a list we compile, North Star conducts qualitative, in -depth Interviews with professionals outside Santa Ana, These interviews uncover valuable 30,000 ft. perspectives. Quantitative Perception Study: This survey is conducted using a statistically significant random sampling of consumers and non- consumers in outside markets using existing inquiry records. Data will be cross - tabulated in a number of ways to reveal the most insightful patterns between consumer and non - consumer groups, For instance, perceptions and attitudes for those who have visited Santa Ana will be compared and contrasted to those who have not visited and are reporting perceptions purely on reputation. This Consumer and Non - Consumer Awareness and Perception Study measures: • Overall awareness and perceptions of Santa Aria. • Overall awareness and perceptions of the competition. • Measurements of Santa Ana's delivery of quality of life indicators, • Consumer experiences with Santa Ana. • Attitudes regarding Santa Ana's strengths and weaknesses. • Consumer opinions regarding what needs to be added or taken away. • Changes in consumer perceptions of Santa Ana after visiting, • Patterns of visitation activities associated with consumer's primary purpose of visitation. Competitive Positioning Review: A brand message and marketing strategy analysis to evaluate Santa Ana's position relative to the competition in the state and in the region, 25D -15 SANTAANA BRANDPRINT 6