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REQUEST FOR <br />COUNCIL ACTION <br />CITY COUNCIL MEETING DATE: <br />AUGUST 15, 2017 <br />TITLE: <br />RECEIVE AND FILE COMMUNITY <br />BRANDING UPDATE AND APPROVAL OF <br />PLATFORM STATEMENT <br />{STRATEGIC PLAN NO. 3, 1E} <br />CITY ANAGER <br />RECOMMENDED ACTION <br />CLERK OF COUNCIL USE ONLY: <br />APPROVED <br />❑ <br />As Recommended <br />❑ <br />As Amended <br />❑ <br />Ordinance on 1s` Reading <br />❑ <br />Ordinance on 2nd Reading <br />❑ <br />Implementing Resolution <br />❑ <br />Set Public Hearing For <br />CONTINUED TO <br />FILE NUMBER <br />1. Receive and file Santa Ana Community Branding Research and Strategy Presentation by <br />North Star Destination Strategies. <br />2. Approve proposed platform statement and establishment of creative committee. <br />DISCUSSION <br />The City of Santa Ana has partnered with North Star Destination Strategies to develop a <br />community brand and comprehensive implementation plan. The objective of this effort is to <br />develop a clear, strong and resilient brand identity that represents the varied attributes of the <br />Santa Ana community. The resulting brand messaging will place particular emphasis on: <br />• Encouraging residents of all ages to engage in community life, civic activities and recreational <br />interests <br />• Attracting, retaining and growing businesses <br />• Maintaining and enhancing the City's quality of life. <br />As part of the initial phases of the project, North Star spent a significant amount of time engaging <br />and educating the community about the importance of branding and the impacts on both <br />residents and businesses in Santa Ana. There were several focus groups, internal interviews, <br />and surveys conducted with the local business and community stakeholders. A community -wide <br />survey was conducted to solicit perceptions of Santa Ana from the people that live and work <br />here, as well as an external perception survey given to people that do not live or work in Santa <br />Ana. In total, over 1,000 respondents participated as part of the engagement efforts. <br />North Star has prepared a comprehensive review of all relevant research, insights and <br />recommended strategic positioning which is included in the Santa Ana Community <br />Branding Research and Strategy Presentation being provided to the City Council. The <br />strategic platform serves as the guiding statement for the brand and will serve as the <br />6513-1 <br />