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NORI H 4 STAR <br />SCOPE OF WORK <br />3, INSIGfI_f.S A S RATS 3`f <br />Our insights come from asking a number of thought- provoking questions: What brand "story" <br />does the research tell? What distinguishes Santa Ana today? How does the current brand fit <br />into the consumer's lifestyle? How can the brand best be used to elicit Santa Ana's desired <br />emotional /behavioral responses? <br />These insight questions are compiled in a succinct storyline that leads directly to Santa Ana's <br />strategic DNA statement. Your DNA statement is the critical touch point for all branded <br />activity moving forward. <br />Situation Brief & Insight Development: The sharpest research and strategic minds at North Star <br />gather with our team members in Santa Ana to review all research findings. Data on its face has <br />limited value but the connections between data points open up understanding and opportunity. The <br />entire team led by CEO Don McEachern weaves together these connections into a compelling set of <br />insights that start to tell Santa Ana story. <br />DNA Definition: Based on those insights, this guiding statement for your brand is developed. This <br />definition should serve as the touch point for all Santa Ana activity moving forward. Many of our <br />communities reference their DNA Definition when making decisions about everything from policy to <br />infrastructure improvement to promotions. Included in your DNA definition is: <br />Target audience: For whom Santa Ana has the most appeal <br />Frame of reference: Geographic context of Santa Ana <br />Point of difference: What makes Santa Ana special <br />Benefit Why it should matter to the consumer <br />"Research and Strategy" Presentation: This presentation represents a critical juncture in the <br />project. We prepare a comprehensive review of all relevant research, insights and recommended <br />DNA Definition. A preview of this presentation is shared with key branding committee members for <br />purposes of editing and fine - tuning. The collaboratively perfected presentation is then made at a <br />larger stakeholder meeting. DNA Definition approval is required before proceeding. <br />SANTA ANA BRANDPRfN 1 7 <br />2501-16 <br />