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HomeMy WebLinkAbout25D - AGMT - MARKETING SRVS• . •. A • CITY COUNCIL MEETING DATE: APRIL 19, 2016 TITLE: AGREEMENT WITH NORTH STAR DESTINATION STRATEGIES INC. FOR COMMUNITY BRANDING AND MARKETING SERVICES {STRATEGIC PLAN NO. 3, 1E) (SURPLUS ALLOCATION FUNDING) p ��s CITY MA G RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ❑ As Recommended ❑ As Amended ❑ Ordinance on 13t Reading ❑ Ordinance on 2ntl Reading ❑ Implementing Resolution ❑ Set Public Hearing For_ CONTINUED TO FILE NUMBER Authorize the City Manager and Clerk of the Council to execute an agreement with North Star Destination Strategies, Inc. to develop a citywide community branding strategy for a two year period, terminating on April 18, 2018, in the amount not to exceed $148,500, which includes a 10% contingency, subject to non - substantive changes approved by the City Manager and City Attorney. Project in accordance with the Council approved Surplus Allocation Plan as of October 20, 2015. Department: Project: I Category: Total Funding: Community Santa Ana City -Wide Branding Investment $200,000 Development Agency Study DISCUSSION In accordance with the Council approved Surplus Allocation Plan for fiscal -year 2015 -16, staff issued a Request for Qualifications (RFQ) for branding and professional marketing consultant services to develop a citywide community branding strategy. The purpose of this effort is to develop a clear, strong and resilient brand identity that represents the varied attributes of the Santa Ana community. The project scope includes an assessment of the City of Santa Ana's current image, development of a community brand, and a comprehensive implementation plan. The resulting brand messaging will place particular emphasis on: • attracting, retaining and growing businesses; • maintaining and enhancing the City's quality of life; • encouraging residents of all ages to engage in community life, civic activities and recreational interests. 25D -1 Agreement with North Star Destination Strategies Inc. for Community Branding and Marketing Services April 19, 2016 Page 2 Community engagement and input from Santa Ana residents, businesses, members of the development community, partner organizations and other identified key groups will be critical to the success of this effort. An engaged and informed community will be accomplished thru extensive multi - lingual outreach, including, but not limited to focus groups, social media campaigns, educational presentions, stakeholder interviews, community surveys, and other grassroots engagement activities. A successful branding effort will include messaging that captures the cultural values and uniqueness of the Santa Ana community; a consistent and comprehensive verbal and visual identity across City departments; and a unified approach to support overall branding and communications efforts. The City solicited responses between February 19, 2016 and March 10, 2016. Outreach included posting to the City's website and PlanetBids. Staff also communicated electronically to a large network of marketing and public relations firms. Following the release of the RFQ, the City received a total of 20 responses. Appointed by the City Manager, the Evaluation Committee reviewed and evaluated the proposals based on qualifications, references, and experience. Evaluation Committee was composed of the following: Downtown Inc., Santa Ana Business Council, Santa Ana Chamber of Commerce, and City of Santa Ana Community Development Agency and City Manager Manager's Office. After careful review of the responses received and interviews with the finalist, the Evaluation Committee selected North Star Inc., as the best qualified firm for this project. North Star is the recognized national leader in community branding, having collaborated with more than 200 communities from 43 states across the U.S. Many of these were high -level initiatives, including the states of Florida and Mississippi and urban hub cities like Jacksonville, FL; Newark, NJ; Aurora, IL; and Sacramento, CA. North Star is noted for their ability to bring together divergent missions and viewpoints around what stakeholders have in common. Their process combines a proven approach with customized creativity and out —of -the box thinking. North Star's proposal includes extensive community engagement and education, detailed research, expert- driven strategy development, award - winning visual identity design and a comprehensive implementation plan, along with on -going post - project evaluation to track results after project completion. Attached is the proposed agreement with North Star Destination Strategies Inc., which includes a detailed scope of work and cost proposal (Exhibit 1). It is anticipated that the community branding process will take nine to twelve months to complete with an additional 12 months to conduct a post - project assessment a year after the brand implementation. 25D -2 Agreement with North Star Destination Strategies Inc. for Community Branding and Marketing Services April 19, 2016 Page 3 STRATEGIC PLAN ALIGNMENT Approval of this item supports the City's efforts to meet Goal #3 - Economic Development, Objective #1 (Implement a comprehensive Economic Development strategy), Strategy E (Partner with local Chambers of Commerce, citywide business associations and the community to develop a new branding and marketing strategy for the City. In addition, the City will promote the consistent use of our City logo). FISCAL IMPACT Funds in the amount of $48,500 are budgeted and available in Fiscal Year 2015 -16 and another $100,000 are proposed to be budgeted in Fiscal Year 2016 -17 Surplus Allocation account no. 05018018 - 62300. APPROVED AS TO FUNDS AND ACCOUNTS: �L=cl dw a A n o Francisco Gutierrez SR Executive Director Finance & Mgmt. Services Agency Exhibit: 1. Agreement 25D -3 25D -4 CONSULTANT AGREEMENT WITH NORTH STAR DESTINATION STRATEGIES INC. FOR COMMUNITY BRANDING SERVICES THIS AGREEMENT is made and entered into this 19th day of April, 2016 by and between North Star Destination Strategies, Inc. ( "Consultant "), and the City of Santa Ana, a charter city and municipal corporation organized and existing under the Constitution and laws of the State of California ( "City "). RECITALS A. The City desires to retain a consultant having special skill and knowledge in the field of community branding. B. Consultant represents that it is able and willing to provide such services to the City. C. In undertaking the performance of this Agreement, Consultant represents that it is knowledgeable in its field and that any services performed by Consultant under this Agreement will be performed in compliance with such standards as may reasonably be expected from a professional consulting firm in the field. NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms and conditions hereinafter set forth, the parties agree as follows: 1. SCOPE OF SERVICES Consultant shall develop a community brand identity for the City and provide professional marketing consulting services, as more specifically described in the scope of work attached as Exhibit A. 2. COMPENSATION a. City agrees to pay, and Consultant agrees to accept as total payment for its services, the rates and charges identified in Exhibit B. The total sum to be expended under this Agreement shall not exceed $148,500. This amount is comprised of (1) the sum of $135,000 and (2) a 10% contingency of up to $13,500 for additional services as may be performed by Consultant at the sole direction of City. b. Payment by City shall be made within forty -five (45) days following receipt of proper invoice evidencing work performed, subject to City accounting procedures. Payment need not be made for work that fails to meet the standards of performance set forth in the Recitals which may reasonably be expected by City. 3. TERM This Agreement shall commence on the date stated above and continue through April 18, 2018, unless terminated earlier in accordance with Section 14 below. 4. INDEPENDENT CONTRACTOR Consultant shall, during the entire term of this Agreement, be construed to be an independent contractor and not an employee of the City, This Agreement is not intended nor shall it be construed to create an employer - employee relationship, a joint venture relationship, or to allow the City to exercise 2501-5 discretion or control over the professional manner in which Consultant performs the services which are the subject matter of this Agreement; however, the services to be provided by Consultant shall be provided in a manner consistent with all applicable standards and regulations governing such services. Consultant shall pay all salaries and wages, employer's social security taxes, unemployment insurance and similar taxes relating to employees and shall be responsible for all applicable withholding taxes. 5. INSURANCE Prior to undertaking performance of work under this Agreement, Consultant shall maintain and shall require its subcontractors, if any, to obtain and maintain insurance as described below: a. Commercial General Liability Insurance. Consultant shall maintain commercial general liability insurance naming the City, its officers, employees, agents, volunteers and representatives as additional insured(s) and shall include, but not be limited to protection against claims arising from bodily and personal injury, including death resulting therefrom and damage to property, resulting from any act or occurrence arising out of Consultant's operations in the performance of this Agreement, including, without limitation, acts involving vehicles. The amounts of insurance shall be not less than the following: single limit coverage applying to bodily and personal injury, including death resulting therefrom, and property damage, in the total amount of $1,000,000 per occurrence, with $2,000,000 in the aggregate. Such insurance shall: (1) name the City, its officers, employees, agents, volunteers, and representatives as additional insureds; (2) be primary and not contributory with respect to insurance or self- insurance programs maintained by the City; and (3) contain standard separation of insured provisions. b. Business automobile liability insurance, or equivalent form, with a combined single limit of not less than 51,000,000 per occurrence. Such insurance shall include coverage for owned, hired and non -owned automobiles. C, Worker's Compensation Insurance. In accordance with the provisions of California state law, Consultant, if Consultant has any employees, is required to be insured against liability for worker's compensation or to undertake self- insurance. Prior to commencing the performance of the work under this Agreement, Consultant agrees to obtain and maintain any employer's liability insurance with limits not less than $1,000,000 per accident. d. The following requirements apply to the insurance to be provided by Consultant pursuant to this section: (i) Consultant shall maintain all insurance required above in full force and effect for the entire period covered by this Agreement. (ii) Certificates of insurance shall be furnished to the City upon execution of this Agreement and shall be approved by the City. (iii) Certificates and policies shall state that the policies shall not be canceled or reduced in coverage or changed in any other material aspect without thirty (30) days prior written notice to the City. e. If Consultant fails or refuses to produce or maintain the insurance required by this section or fails or refuses to furnish the City with required proof that insurance has been 25D -6 procured and is in force and paid for, the City shall have the right, at the City's election, to terminate this Agreement. Such termination shall not affect Consultant's right to be paid for its time and materials expended prior to notification of termination. Consultant waives the right to receive compensation and agrees to indemnify the City for any work performed prior to approval of insurance by the City. 6. INDEMNIFICATION Consultant agrees to and shall indemnify and hold harmless the City, Its officers, agents, employees, consultants, special counsel, and representatives from liability: (1) for personal injury, damages, just compensation, restitution, judicial or equitable relief arising out of claims for personal injury, including death, and claims for property damage, which may arise from the direct or indirect operations of the Consultant or its contractors, subcontractors, agents, employees, or other persons acting on their behalf which relates to the services described in section 1 of this Agreement; and (2) from any claim that personal injury, damages, just compensation, restitution, judicial or equitable relief is due by reason of the terms of or effects arising from this Agreement. This indemnity and hold harmless agreement applies_ to all claims for damages, just compensation, restitution, judicial or equitable relief suffered, or alleged to have been suffered, by reason of the events referred to in this Section or by reason of the terms of, or effects, arising from this Agreement. The Consultant further agrees to indemnify, hold harmless, and pay all costs for the defense of the City, including fees and costs for special counsel to be selected by the City, regarding any action by a third party challenging the validity of this Agreement, or asserting that personal injury, damages, just compensation, restitution, judicial or equitable relief due to personal or property rights arises by reason of the terms of, or effects arising from this Agreement. City may make all reasonable decisions with respect to its representation in any legal proceeding. OWNERSHIP OF MATERIALS; WORK FOR HIRE Upon termination of this Agreement, Consultant shall transfer, assign and make available to the City, or its representatives, all property and materials in its possession or control belonging to the City and paid for by the City. In the event that the material, which is the subject of this Agreement, is copyrightable subject matter, Consultant and City agree the material shall be a work made for hire and the property of the City. In the event that the material which is the subject of this Agreement is not copyrightable subject matter, or for any reason is determined not to be a work made for hire, then and in such event Consultant hereby assigns all right, title and interest to said material to City. Concepts, logos and straplines not selected by the City remain the intellectual property of Consultant. Stock photography used for the demonstration of creative concepts is not to be reproduced or published in anyway without first negotiating usage rights with the appropriate stock image provider. To ensure that the recommended strapline (tagline) is available for use and capable of being trademarked, Consultant will conduct a trademark registration search with the United States Patent and Trademark Office via their web site: http:// www .uspto.gov /mainitrademarks,htm. Consultant will report any records found relating to the strapline. The pursuit of an official, legally- binding trademark is the responsibility of the City. 8. RECORDS Consultant shall keep records and invoices in connection with the work to be performed under this Agreement. Consultant shall maintain complete and accurate records with respect to the costs incurred under this Agreement and any services, expenditures, and disbursements charged to the City for a minimum period of three (3) years, or for any longer period required by law, from the date of final payment to Consultant under this Agreement. All such records and invoices shall be clearly identifiable. 25D -7 Consultant shall allow a representative of the City to examine, audit, and make transcripts or copies of such records and any other documents created pursuant to this Agreement during regular business hours. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related to this Agreement for a period of three (3) years from the date of final payment to Consultant under this Agreement. 9. CONFIDENTIALITY If Consultant receives from the City information which due to the nature of such information is reasonably understood to be confidential and /or proprietary, Consultant agrees that it shall not use or disclose such information except in the performance of this Agreement, and further agrees to exercise the same degree of care it uses to protect its own information of like importance, but in no event less than reasonable care. "Confidential Information" shall include all nonpublic information. Confidential information includes not only written information, but also information transferred orally, visually, electronically, or by other means. Confidential information disclosed to either party by any subsidiary and /or agent of the other party is covered by this Agreement. The foregoing obligations of non -use and nondisclosure shall not apply to any information that (a) has been disclosed in publicly available sources; (b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is in rightful possession of the Consultant without an obligation of confidentiality; (d) is required to be disclosed by operation of law; or (e) is independently developed by the Consultant without reference to information disclosed by the City. 10. CONFLICT OF INTEREST CLAUSE Consultant covenants that it presently has no interests and shall not have interests, direct or indirect, which would conflict in any manner with performance of services specified under this Agreement. 11. NOTICE Any notice, tender, demand, delivery, or other communication pursuant to this Agreement shall be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or certified mail, postage prepaid, or sent by fax or other telegraphic communication in the manner provided in this Section, to the following persons: To City: Clerk of the City Council City of Santa Ana 20 Civic Center Plaza (M -30) P.O. Box 1988 Santa Ana, CA 92702 -1988 Fax 714- 647 -6956 With copies to: City Attorney City of Santa Ana 20 Civic Center Plaza P.O. Box 1988 Santa Ana, California 92702 Fax 714 -647 -6515 4 25D -8 To Consultant: North Star Destination Strategies, Inc. 209 Danyacrest Drive Nashville, CA 37214 Attn: Don McEachern, President & CEO A party may change its address by giving notice in writing to the other party. Thereafter, any communication shall be addressed and transmitted to the new address. If sent by mail, communication shall be effective or deemed to have been given three (3) days after it has been deposited in the United States mail, duly registered or certified, with postage prepaid, and addressed as set forth above. If sent by fax, communication shall be effective or deemed to have been given twenty -four (24) hours after the time set forth on the transmission report issued by the transmitting facsimile machine, addressed as set forth above, For purposes of calculating these time frames, weekends, federal, state, County or City holidays shall be excluded. 12. EXCLUSIVITY AND AMENDMENT This Agreement represents the complete and exclusive statement between the City and Consultant regarding the subject matter herein, and supersedes any and all other agreements, oral or written, between the parties. In the event of a conflict between the terms of this Agreement and any attachments hereto, the terms of this Agreement shall prevail. This Agreement may not be modified except by written instrument signed by the City and by an authorized representative of Consultant. The parties agree that any terms or conditions of any purchase order or other instrument that are inconsistent with, or in addition to, the terms and conditions hereof, shall not bind or obligate Consultant or the City. Each party to this Agreement acknowledges that no representations, inducements, promises or agreements, orally or otherwise, have been made by any party, or anyone acting on behalf of any party, which are not embodied herein. 13. ASSIGNMENT Inasmuch as this Agreement is intended to secure the specialized services of Consultant, Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit the City's ability to have any of the services which are the subject to this Agreement performed by City personnel or by other consultants retained by City. 14. TERMINATION This Agreement may be terminated by the City upon thirty (30) days written notice of termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant compensation for all services performed by Consultant prior to receipt of such notice of termination, subject to the following conditions: a. As a condition of such payment, City may require Consultant to deliver to the City all work product completed as of such date, and in such case such work product shall be the property of the City unless prohibited by law, and Consultant consents to the City's use thereof for such purposes as the City deems appropriate. b. Payment need not be made for work which fails to meet the standard of performance specified in the Recitals of this Agreement. 25D -9 15. NONDISCRIMINATION Consultant shall not discriminate because of race, color, creed, religion, sex, marital status, sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable law, in the recruitment, selection, training, utilization, promotion, termination or other employment related activities or in connection with any activities under this Agreement. Consultant affirms that it is an equal opportunity employer and shall comply with all applicable federal, state and local laws and regulations. This Agreement has been executed and delivered in the State of California and the validity, interpretation, performance, and enforcement of any of the clauses of this Agreement shall be determined and governed by the laws of the State of California. Both parties further agree that Orange County, California, shall be the venue for any action or proceeding that may be brought or arise out of, in connection with or by reason of this Agreement. 17. PROFESSIONAL LICENSES Consultant shall, throughout the term of this Agreement, maintain all necessary licenses, permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder and required by the laws and regulations of the United States, the State of California, the City of Santa Ana and all other governmental agencies. Consultant shall notify the City immediately and in writing of its inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability shall be cause for termination of this Agreement. 18. MISCELLANEOUS PROVISIONS a. Each undersigned represents and warrants that its signature below has the power, authority and right to bind their respective parties to each of the terms of this Agreement, and shall indemnify City fully, including reasonable costs and attorney's fees, for any injuries or damages to City in the event that such authority or power is not, in fact, held by the signatory or is withdrawn. b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth in the body of this Agreement. IN WITNESS WHEREOF, the parties hereto have executed this Agreement on or after the date and year first above written. CITY OF SANTA ANA DAVID CAVAZOS City Manager ATTEST MARIA D. HUIZAR Clerk of Council CONSULTANT DON MCEACHERN President & CEO APPROVED AS TO FORM 0s4N F M. FUNK sistant City Attorney 25D -10 MiNk 25D -11 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 NORTH A STAR Other engagement activities outside the Friends of Santa Ana: Press Release: The media can be a powerful ally in brand engagement. But first you have to engage their expertise, We provide a general press release on what a community brand is and what it does. It also highlights the need for the public's help during the process and communicates the date, time and location of the upcoming educational presentation. Not only does this start the public education process, it opens up lines of discussion with the press. We are also happy to meet with members of the press during our in- market trip. Educational Presentation: In addition to educating the Friends of Santa Ana, we conduct one or more live PowerPoint presentations (during the in- market trip) to private and public sector stakeholder groups (determined and assembled by Santa Ana) for purposes of educating and furthering buy -in of the Santa Ana branding initiative. We collaborate with the Santa Ana branding team to determine who these audiences are and what you want to convey. Then we craft the presentation to meet those goals. Educational PowerPoint: We provide the Santa Ana team with a copy of the community branding PowerPoint presentation (with detailed notes), This gives you the ability to carry on the education and engagement via additional presentations, distribution to interested parties or placement on community websites. 25D -13 SANI "AANAeRANDPkINT 4 NORTH STAR SCOPE OF WORK e. RESEARCH We approach every client with a completely open mind. Our lack of preconceived ideas regarding our clients allows us to conduct the most relevant, most reliable, most objective research possible. From this research is born the strategic DNA Definition that defines Santa Ana's brand. Therefore, North Star considers it an advantage — even a necessity — to enter into a new relationship with a clean slate. We evaluate the environment, the competitive situation, stakeholder attitudes, community attitudes, current communications and the perceptions of target audiences and influencers, Our years of experience allow us to highlight the most effective array of tools and methodologies to ensure the most comprehensive, trustworthy and detailed data collection. You will notice both qualitative and quantitative studies included in this recommended matrix. North Star strongly advocates a mixed method approach to research because it will tell you not just "Now, When, What and Where" but also "Why ". Situation Analysis: This study establishes the current lay of the land from the perspective of your critical partners. We both administer a questionnaire to each internal group or organization and meet with these groups to more fully understand your primary objectives, general history, political landscape, resources, competitors, etc. Research, Planning, Communications and Media Audit: We conduct a comprehensive review of any relevant research and planning documents.ln addition, we review and analyze existing marketing materials, branding, logos and messaging from public and private sector partners as well as recent press related to Santa Ana. Familiarization Tour: Tour and analysis of commercial sites, business and technology parks, housing developments, downtown, retailers, restaurants, outdoor rec areas, parks, the arts, etc. Sales Review (How Santa Ana sells itselg: We want to know how you sell, formally and informally, to key business prospects, developers, professional candidates, students, potential home buyers, etc. We want to hear your presentations, see what they see and receive any materials they receive. Key Stakeholder Interviews: Some of our most valuable nuggets for the purposes of defining your DNA and crafting your creative work come from these intensive one -on -one interviews with key stakeholders (including leaders from city department staff, real estate agents, park officials, elected officials, business community, schools, civic organizations, etc,). We also want to talk to articulate individuals who are passionate about Santa Ana (poets, coaches, ministers, historians, matriarchs, patriarchs and more). We know you want us to talk to everyone, so we continue the conversations via phone once we get bark to the office. Because we can react to the information they give us with original questions, these interviews often lead us down exciting discovery paths not revealed by quantitative surveys. SANIAANABRANDPRINJI L 25D -14 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 NORI H 4 STAR SCOPE OF WORK 3, INSIGfI_f.S A S RATS 3`f Our insights come from asking a number of thought- provoking questions: What brand "story" does the research tell? What distinguishes Santa Ana today? How does the current brand fit into the consumer's lifestyle? How can the brand best be used to elicit Santa Ana's desired emotional /behavioral responses? These insight questions are compiled in a succinct storyline that leads directly to Santa Ana's strategic DNA statement. Your DNA statement is the critical touch point for all branded activity moving forward. Situation Brief & Insight Development: The sharpest research and strategic minds at North Star gather with our team members in Santa Ana to review all research findings. Data on its face has limited value but the connections between data points open up understanding and opportunity. The entire team led by CEO Don McEachern weaves together these connections into a compelling set of insights that start to tell Santa Ana story. DNA Definition: Based on those insights, this guiding statement for your brand is developed. This definition should serve as the touch point for all Santa Ana activity moving forward. Many of our communities reference their DNA Definition when making decisions about everything from policy to infrastructure improvement to promotions. Included in your DNA definition is: Target audience: For whom Santa Ana has the most appeal Frame of reference: Geographic context of Santa Ana Point of difference: What makes Santa Ana special Benefit Why it should matter to the consumer "Research and Strategy" Presentation: This presentation represents a critical juncture in the project. We prepare a comprehensive review of all relevant research, insights and recommended DNA Definition. A preview of this presentation is shared with key branding committee members for purposes of editing and fine - tuning. The collaboratively perfected presentation is then made at a larger stakeholder meeting. DNA Definition approval is required before proceeding. SANTA ANA BRANDPRfN 1 7 2501-16 NOR H,4 STAR K" �r 4, BPAND II) ENTITY DE".VEL PMENl" In this stage, all insight and strategy are transformed into tangible creative products that embody Santa Ana. An in -depth creative brief and creative workshop guides this work. Straplines, logos, color and messaging (with graphic standards) are created. Additional deliverables will also be developed to express the new brand identity in the context of its future use. Creative Workshop; A collaborative, interactive meeting between the North Star team and Santa Ana creative team that explores the roles of different creative elements and identifies creative preferences. Our goal is to most effectively hone in on the type of work you want without limiting the creative thinking of our writers, graphic designers and art directors. This meeting is always lots of fun for everyone involved. Written Concepts & Straplines: A strapline is not the be -all and the end -all for your brand. But it is the start of the story. (We adopted the phrase "strapline" rather than tagline because the job of this line is to strap together the missions and agendas of all the organizations in Santa Ana). Depending on how safe or edgy you want to be, the new Santa Ana strapline can capture people's attention immediately and pique their curiosity or it can serve as a solid, hard- working tool that starts the job of positioning Santa Ana in the minds of consumers. North Star will provide a minimum of five different strapiines along with rationales for the strengths of each line. We also conduct trademark and Google searches to ensure the availability of each line. This is a critical step and one often overlooked by many professionals, But there is nothing more frustrating than getting to the end of the project with a strapline that is not available to you. Logos; The slate of logos presented to the Santa Ana creative team will represent a range of options. We will also provide a round of revisions to the selected mark. Once the "hero" logo has been chosen and perfected, we design it with and without the state name and with and without the strapiine in both vertical and horizontal lockups, representing all the different ways you will use it. Logo Family: North Star is known for its logo families and we want to make sure key stakeholders in Santa Ana have access a version of the mark they can use. Once we gain consensus on a "master driver" logo, we provide versions for each individual public sector organization. We will also provide the private sector with details on the framework to be used In any number of ways moving forward. Color Palette: We start by developing logos in black and white to reduce color bias. But once that decision is made we open the possibilities visually by allowing you to select between two very different palettes. This is a key decision in how your visual brand identity will "feel" since color evokes emotion and memory. Looks: Think about it. If the only tools we gave you were a logo and a line, then all you would be able to do is put that logo and line on stationery, t- shirts and the top of your website. We go far beyond that, crafting two entirely different visual looks that allow you to choose how your brand messaging will be conveyed in terms of headlines, photography style, special graphic elements or detailing and copy points. The creative committee will select one took and it will be applied to all subsequent deliverables. 25D -17 ;ANTA ANA GRANDPRNT R NORTH A STAR Brand Identity Testing: We have conducted consumer creative testing in a variety of ways through the years and are open to different approaches. It has been our experience that you are better served surveying a small group of general consumers outside of Santa Ana using inquiries versus polling stakeholders or the community at large. Additionally, we would recommend asking consumers to choose between two or three options for logo, line and looks versus voting "yes" or "no" on just one approach. Graphic Standards Guide: This guide contains all necessary information for using your logo, color, typefaces, language, narrative and other key elements to ensure consistency across all mediums and from any organization. We provide digital and printed versions of this Guide as well InDesign files so you can edit as necessary. Brand Narrative: Your DNA Definition is the core or what makes Santa Aria special. The narrative takes that core and describes it in artistic and compelling language for connecting emotionally with your different consumers. The narrative defines your personality and Santa Ana tone of voice, It can be woven into ad copy, placed on websites, integrated into speeches and distributed to businesses to use in their own communications about the place they call home. The more it is used, the more widely your message is dispersed. Sub - narratives for target audiences will also be provided. Custom Deliverables: To assist in the communication of the final logo concept, North Star will work with you in identifying a list of 10 -12 custom deliverables that target your specific goals. This is a powerful addition as it brings the logo, line, color, photography, narrative, graphic elements and much more to life in the real world. Possibilities include: Community Portal Website Organizational Website Design Social Media Application Partnership Opportunities Print and Electronic Advertising Billboard Design Signage (entryway, wayfinding, environmental application) Stationery Package PowerPoint Templates Merchandising Community Outreach And much more SAN-iAANA ERANDPRINT 9 25D -18 NORTH 4 STAR SCOPE OF WORK S. IMPLEMENTATION PLAN It can be overwhelming for city leaders presented with a new brand to know what to do first, second or third for that matter! This plan takes you step by step through the first two years of implementation with detailed explanations and examples of every recommendation. It will prioritize both long and short -term strategies and will be written to employ a variety of communication tools; engage Santa Ana residents and businesses; enable target audiences to connect and interact with the City and use feedback to further build your brand; provide opportunities for target audiences to become advocates and recommend methods to ensure effective implementation by developing processes to track results and measure success. In fact, brand integration is a key area of distinction for North Star because of our attention to detail and customization. We've branded more than 200 communities and no two plans have ever been alike. The easiest way to understand the depth of this plan is to take you through our development agenda. Planning Focus & Collaboration: First we collaborate with Santa Ana leaders and the branding committee to identify areas of emphasis. In other words, what would you like the brand to help you do specifically in the next two years? Recruit new business? Attract more residents? Increase your appeal for young professionals? Partner more effectively with existing business? Wayfinding? Develop a robust social media program? What current initiatives would benefit from suggestions about how the brand could be integrated? Marketing & Communication Action Plan: This highlights the must -do tactics for assimilating your new brand to gain traction during the first two years. Recommendations as to how the brand should influence the marketing and communications efforts from the City and partner organizations will be addressed. Partner Integration & Promotion: Throughout our process we focus on community engagement, education and participation to build buy -in from your partners (community agencies, groups, businesses, etc). it is from this foundation that we will craft an array of opportunities for integration into the everyday lives and business operations of these partners. We will include clear partner integration direction for new products, packaging, events, awards, social media campaigns and more while maintaining your brand integrity Public Relations Strategy: Public relations is all about telling the Santa Ana story in the most positive, compelling way. Using the Santa Ana brand strategy as a starting point, our team of seasoned creative writers will create a bank of relevant story ideas that work together to build equity in your brand message. We will also provide direction for how to leverage social media in the distribution of these stories and for interaction with your audiences. Staff Integration Recommendations: Staff are the front line for your new brand so brand integration across your partner organizations' staff is a critical initial step in rolling out your new brand. We will provide specific steps for integrating the brand internally in communications, materials, language, stationery, email signatures, etc, as well as ideas for generating excitement and interest for your brand internally. SANTAAiuA BRANDK WT 70 2501-19 NORTHA STAR Maintenance & Target Audience Messaging: Prom your foundational brand narrative, we will provide sub - narratives that harken back to your overarching brand strategy while speaking in language that connects to your specific target audiences to be used in communications for all Santa Ana partner organizations, elevator speeches and more. In addition, we will provide direction for maintaining consistency across your messaging regardless of target audience or partner usage. Promotion & Assimilation Tactics: In addition to the above target areas, we will also provide traditional and nontraditional integration direction across the following tactical areas: • Online /social media • Guerrilla marketing • Targeted events /festivals • Policy • Sports • Environmental applications • Purpose Initiatives • Arts • Sustainability • Incentives • Master planning • Private sector • Exports • Awards • Education SANTA ANA BRANDnRINT 11 25D -20 NORTH A 5l "AR SCOPE OF WORK 6, WORKSHOPS & TRAINING North Star crafts this entire initiative to not only provide all of the necessary framework for your brand, but for its launch and integration into your community. The foundation for successful brand integration is laid in the early stages of the process with advocacy building and education. That foundation strengthened via comprehensive research and made compelling with creativity. This ensures a seamless transition from the branding process to your brand launch internally and externally. Here is how we help: Final Presentation: This hour long presentation takes participants quickly through the highpoints of the branding research and strategy and then does a thorough exploration of the foundational creative development (line, narrative, logo, look and color palette) and the steps of the action plan. Each step is illustrated using the custom deliverable designs. We deliver this presentation up to three times to the groups or committees of your choice. Brand Workshops & Mini - Conference: Leveraging the excitement garnered from your final presentation, North Star will conduct three training workshops within Santa Ana (one morning and two afternoon). During these workshops we focus first on brand education and then on strategies participants can use to spread the word about the brand or integrate it into their own initiatives. These workshops will be tailored to suit the audience for each workshop (Staff /Partner Agencies, "Friends of Santa Ana" and Private Sector Partners). To add to the impact of these collaborative workshops, North Star invites one brand implementation expert from some of our most successful clients to join. Brand Roll -Out Planning: North Star will collaborate with the Santa Ana team to assist in the planning and implementation of your initial roll -out, SANIA ANA L PA!NOPRIN r 9, 25D -21 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 4 IIM 25D -23 NORTH,4 STAR SCOPE OF WORK PR0,P0SD s F & tIMF St";brr- rr&FLE Partnering with Santa Ana is not a responsibility we take lightly. As such, if it becomes necessary, we are interested in collaborating with Santa Ana leaders and stakeholders to create an even more custom scope of work for perfecting this important initiative. This initiative will take from 6 - 9 months, dependent upon how quickly approval and data is received from the client at key milestones. Cost Engagement & Education 15,000 Research & Strategy 46,000 Creative Development & Action Planning 55,000 Website (Education, Strategy & Brand Story) 12,000 TOTAL 128,000 This cost proposal has been calculated by third party costs associated with the research (i.e. Qualtrics Consumer Panels) and North Star's blended hourly rate of $1501hr. Travel costs will be billed separately. SAMh ANA BkAGl �4'NIN I 1., 25D -24