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NOR TH4 STAR SCOPE OF WORK t. U'VALUAf"ION & Rf -SLJ ft 1RACIRING Evaluation yields new information, which may lead to the beginning of a new planning cycle. Information can be gathered from concept pre- testing, campaign impact in the marketplace and tracking studies to measure a brand's performance over time. Ideally, two basic questions will be answered: have responses to the brand among target audiences changed in the way the BrandPrint intended? And have these changes resulted in action that will achieve the desired objectives of the brand? No single measure of success works for something as complicated as a community brand. As such, every research study in this plan is designed to produce benchmarks and results that can be used for comparison with future studies in areas of advocacy, return on investment, perceptions of the existing Santa Ana brand and attitudes regarding how well Santa Ana performs as a place to live, visit and do business. Additionally, our 15 years of branding experience have shown that true success can be seen in the spread of excitement, inspiration and innovation among your stakeholders around the brand. This is a "soft measurement" but it is vitally important. North Star builds hours into our BrandPrint process for mentoring with our clients. Your success is our success, and everyone at North Star - from the president and CEO to the office manager to our research assistants - takes the success of our clients personally. Toward that end, we are always available to answer questions and help with problems. In short, we have maintained an ongoing personal and business relationship with most of our clients, some for more than a decade. 12 -Month Follow Up: We follow up after a year of your brand implementation to discuss the successes enjoyed and hurdles that you are working to overcome. We provide suggestions and direction for next steps in your continual brand integration. Brand Barometer: Getting the talk right on the street is the most important thing a community can do to bolster its development efforts. Word of mouth has always been important; in this post - digital world, it is essential. With the benchmark included in your brand study, the Brand Barometer becomes a simple and inexpensive way to track your results and validate your success in word of mouth advertising and resident advocacy. We strongly recommend a Brand Barometer measurement every year to track the progress of the community. North Star keeps a running annual average allowing you to compare your community to the nation over time. This current national sampling mitigates swings in the economy and gives you the truest look at advocacy for Santa Ana, Quantitative Perception Study: You will have gained an in -depth understanding of the brand perceptions of the community among consumers as part of this effort. You will also have an excellent benchmark. You will be able to easily assess the changes in your reputation in the minds of outsiders, business leaders, visitors and potential visitors. This will be one of the rnost effective quantifiable measures of the impact of your branding efforts. ',AN (A ANA NRANI) I'RUVT _ 25D -22