HomeMy WebLinkAboutCDCRes2015.07.01ANNA COMMUNITY DEVELOPMENT CORPORATION
RESOLUTION NO. �1 0 IS 07-01 ('6.0()
A RESOLUTION OF THE ANNA COMMUNITY DEVELOPMENT CORPORATION
APPROVING AND AUTHORIZING A PROMOTIONAL EXPENDITURE FOR A
COMMUNITY BRANDPRINT
WHEREAS, the Board of Directors of the Anna Community Development Corporation
(the "CDC"), created by the City of Anna, Texas (the "City"), in accordance with Article
5190.6, V.A.T.C.S., Section 4B, and now operating under Texas Local Government
Code, Chapter 501 and other applicable chapters (the "Act") has found that it is in the
best interests of the Corporation to authorize the expenditure of funds for one-third the
cost of the Community BrandPrint being offered by North Star Destination Strategies:
and
WHEREAS, the CDC's funding of Community BrandPrint is subject to the approval of
the Project by the City Council of the City of Anna ("City Council") and also subject to a
project agreement being reached between the CDC and the City; and
WHEREAS, the CDC Board of Directors has investigated and determined that its
contribution toward the cost of the BrandPrint is a promotional expense that will be for
the benefit of the community and will promote new or expanded business enterprise and
economic development.
NOW THEREFORE, BE IT RESOLVED BY THE ANNA COMMUNITY
DEVELOPMENT CORPORATION, THAT:
Section 1. Recitals Incorporated
The recitals set forth above are incorporated herein for all purposes as if set forth in full.
Section 2. Authority to Execute Proposed Plan of Finance
The CDC approves and authorizes the expenditure of promotional funds for 1/3 of the
cost and not to exceed $26,000 without further Board approval, of the Community
BrandPrint being offered by North Star Destination Strategies to the City of Anna. This
funding is subject to City Council approval.
CDC OF ANNA, TEXAS RESOLUTION CCOC) PAGE 1 OF 2
PASSED AND APPROVED by the Anna Community Development Corporation this
61- day of , 2015.
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Jo n Houcek, CDC President
CDC OF ANNA, TEXAS RESOLUTION NO��SL�?�I CCD() PAGE 2 OF 2
Exhibit A
NORTH 4 STAR
SCOPE OF WORK
i. EDUCATION AND BUY -IN
Helping stakeholders understand branding
One of the most valuable skills North Star brings to the branding table is an
understanding of how best to navigate the political waters that surround such a project.
This "intangible" benefit is strictly a result of experience. We know when projects can
derail, how to maneuver difficult political situations and who to include in the process.
With this in mind we have developed strategies for sidestepping potential problems and
keeping your branding initiative on course.
North Star also provides tactics for the use of a brand as a pivotal rallying point to help
forge win -win partnerships between the public and private sector. Such partnerships can
help fund the brand initially and eventually fund its integration into the community. In
addition, working toward the common goal of the brand inspires non-siloed teamwork
within the public sector that results in more effective use of limited resources.
Early understanding is also critical to the smooth implementation of a community
brand. Educating your citizens, businesses and stakeholders on the purpose, process and
possibility of a brand early is the first step in achieving buy -in from these important
audiences. North Star has created an array of educational tools designed to elicit
understanding of and support for the Anna branding initiative.
Educational Presentation: Live PowerPoint presentation (during the in -market trip) to private and public
sector stakeholder groups (determined and assembled by client) for purposes of educating and furthering buy -in
of community branding.
Press Release: General discussion on what a brand is and does. Highlight need for the public's help during
the process.
Educational PowerPoint: Community branding PowerPoint presentation given to client for use in making
additional presentations, for distribution to interested parties or for placement on community websites.
Educational Brochure: For distribution to general public if needed:
• North Star will work with Anna to write and lay out the brochure to the point of a print -ready file.
• Anna is responsible for providing information for customized writing and printing.
ANNA, TX BRANDPRINT
Exhibit A
NORTH A STAR
SCOPE OF WORK
2. RESEARCH AND PLANNING
What are current brand perceptions?
This stage addresses the current positioning of the community; in other words, how
Anna is perceived by visitors, stakeholders, residents, businesses and prospective visitors.
We evaluate the environment, the competitive situation, community attitudes, current
communications and perceptions of target audiences and their influencers. North Star
strongly advocates a mixed method approach to research where quantitative studies tell
you "What" and qualitative studies tell you "Why". Only through mixed methodology
can your community obtain a true picture of where your brand is now, why, where it
should be and how that preferred identity can best be accomplished.
COMMUNITY
Situation Analysis: Questionnaire and meeting with stakeholder groups to understand your primary
objectives, general history, political landscape, resources, competitors, etc.
Research and PlanningAudit: Comprehensive review of research and planning documents.
Communication and Media Audit: Review of existing marketing materials from public and private sector
stakeholders as well as recent press related to Anna.
Familiarization Tour: Tour of commercial sites, business and technology parks, red carpet tour (experience
how you sell your community), housing developments, downtown, retailers, restaurants, outdoor recreation
areas, parks, the arts, etc.
Key Stakeholder Interviews: One-on-one interviews with key stakeholders to gather perceptions.
Stakeholder Focus Group: An in-depth group discussion with the individuals responsible for driving the
branding initiative.
Vision Survey (200 Distributed): An open-ended questionnaire distributed to the community
leaders of Anna.
Online Community Survey (Unlimited Respondents): A quantitative version of the Vision Survey posted
online for community -wide participation and promoted using social media.
Brand Barometer: A tool to measure the strength of Annas resident advocacy relative to the rest of the
United States as a place to live, work and play.
Undercover Interviews (15-20): Informal discussions with residents, local merchants and visitors.
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
LLJ I'v :i U rd LfiJ
Tapestry® Consumer Profile: Using the home addresses of visitors to Anna, Tapestry provides a visitor profile
that is entirely unique to your consumer. Lifestyle, preferences, media usage, buying behavior and more, this
report is useful for budget allocation, product development and event planning.
• Who Report: Consumer demographic and socio-economic classifications; this report also compares your
consumers to the profiles of your community. In other words, are your residents like or unlike your visitors?
• What Report: Profile of consumer lifestyle and media habits such as media usage, household buying
preferences, recreational interests, civic involvement, dining choices, retail preferences, lodging tendencies,
travel behavior and more.
• Where Report.- Grid showing relative comparisons of feeder markets based on the highest concentration of
core consumers.
Consumer Mapping.• Origin information from existing databases (inquiries, lodging properties,
attractions, etc.)
Social Media Monitoring and Analysis: North Star provides a snapshot of Anna's social brand across the
following platforms: Twitter, Facebook, Instagram, YouTube, Picasa, Flickr and Viddy. Social media brand
observations will be used to guide brand action for purposes of digital marketing strategy suggestion.
Top Business Prospects: A proprietary program that identifies a list of top business prospects using the
combination of a psychographic workforce profile and current successful industries in Anna. It then determines
complementary businesses within a predetermined mile radius. This data will also be applied nationwide to cities
that have a similar population size and workforce to pinpoint areas of opportunity for Anna. Will be used to
guide brand action for purposes of economic development. This study yields between 100 - 300 target businesses
and provides c-suite level contacts for each.
Qualitative Perception Study: Telephone interviews to gather insights from influencers to include, but not
limited to: economic development prospects, site selectors, relocation executives, meeting planners, group tour
operators and regional and state -level economic development and tourism executives.
Quantitative Perception Study (200+ Completes): Survey 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 Anna 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:
o Overall awareness and perceptions of Anna.
o Overall awareness and perceptions of the competition.
o Consumer visitation patterns to Anna.
o Attitudes regarding Anna's strengths and weaknesses.
o Consumer opinions regarding what needs to be added or taken away.
o Changes in consumer perceptions of Anna after visiting.
o Patterns of visitation activities associated with consumer's primary purpose of visitation.
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
NORTH A STAR
L f,i L!iiIU.
1 Competitive Positioning Review: A brand message assessment to evaluate Anna's position relative to
the competition.
Competitive Perception Review: During every phase and study of the research process we look for
opportunities to learn more about Anna's top competitors, including internal and external awareness and
perceptions of their strengths and weaknesses. All findings are combined in a competitive review that paints
a succinct picture of the competition. Specifically, the vision survey, online community survey, quantitative
perception study, focus groups, stakeholder interviews, undercover interviews and the qualitative perception
study inform the competitive perception review.
Tapestry° Residentvs. Region Profile: A detailed market segmentation report to better understand
what distinguishes Anna from the region, using ESRI's Arcview, Tapestry and Business Analyst software
- including U.S. Census Bureau data and consumer buying behavior data from Mediamark Research
Intelligence (MRI).
• Who Report.- Resident socio-economic classifications.
• What Report.- Profile of resident lifestyle habits such as media usage, travel behavior, household
buying preferences, recreational interests, civic involvement, dining choices, retail preferences and
lodging tendencies.
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
3. iiJS
Where is the heart of your brand?
NORTH,4 STAR
The goals for this initiative may involve a number of elements: cohesive community
identity and consistent marketing efforts, collective community conscience, uncovering
community uniqueness, developing a community presentation to economic development
prospects, highest use of available resources, resident recruitment/retention and gross
receipts. Branding influences these goals by influencing expectations and affecting
attitudes, thus affecting behavior and usage. The most successful brands establish an
emotional — not simply an intellectual — connection. Our insights come from asking a
number of thought -provoking questions: What brand "story" does the research tell? What
emotional attachments can the brand hold? What are Anna's core values? How does the
brand fit into the consumer's lifestyle? How can the brand best be used to elicit Anna's
desired emotional/behavioral responses? It is from these insights that we determine your
DNA.
These insight questions are compiled in a succinct storyline that leads directly to Anna's
DNA Definition. This DNA is the critical touch point for all branded activity moving
forward. For maximum brand impact, all efforts, thoughts, communications and actions
should literally and symbolically support its essence.
Situation Brief. Review of all research findings.
Blue Sky Meeting: Internal session for developing insights based on significant
research patterns and findings.
"Understanding and Insights" Presentation: Comprehensive review of all
relevant research and recommended strategic direction.
DNA Definition: The guiding statement for the management and development
of your brand including:
Target audience: Consumers for whom community has the most appeal.
Frame of reference: Geographic context of the community.
Point of dierence. What makes your community special.
Benefit: Why it should matter to the consumer.
NOTE: Here we conduct a meeting to present all of the research findings as well as our
recommended brand positioning based on those findings. Brand Platform approval is required
before proceeding.
ANNA, TX BRANDPRINT
Exhibit A
NORTH, STAR
SCOPE OF WORK
4. CREATIVITY
How should your brand look, feel and sound?
In this stage , we will transform all the data and high-level strategies into tangible creative
products that embody your brand. Straplines and logos (with graphic standards) are
created. Foundation creative recommendations and looks are created, including targeted
marketing messages and advertising, digital design and content recommendations (web
portal, social media), collateral materials, stationery and a color palette. Additional
deliverables may also be developed, including environmental applications, signage,
promotional items, economic development prospecting packages and more.
Written Creative Concepts: North Star will provide three different written concepts for
bringing your brand platform to life creatively. Also included is a round of revisions to the
selected concept.
Logos & Graphic Identity Looks: At least five different logo options and two distinct looks
with a round of revisions to the selected option. This collaborative process results in a unique
and memorable visual identity for your brand. In a word, how will your community's brand
look?
Note: ?here is critical collaboration that takes place at this point with a small select group of marketing
stakeholders to address the written creative concepts and the development of the foundationalgraphic
identity. North Star then provides solutions for the remainder of the creative work based on that
agreed -upon direction.
41 Brand Narrative: Takes the foundation of the written concept and breathes life into it through
an artistic interpretation of language. Its purpose is to help residents, businesses, influencers and
consumers connect and embrace the emotional story of the brand to their own lives. It contains
inspiring language meant to describe Anna's assets as they relate to your new brand and to
garner excitement among brand drivers, brand partners and regional stakeholders.
41 Custom Deliverables: Using the new creative direction, North Star will assist the client in
identifying a list of custom deliverables that target your specific goals. Typically those ideas
might include:
Graphic standards guide
Strapline development
Color palette
Stationery design
PowerPoint slide design
E-newsletter template
Printed collateral design
Sample print advertisements
Brand vocabulary
Infrastructure design
Website design application
Mobile Website and app design
Social media design application
Signage design
Wayfinding design
Merchandising
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
5. ACTION
How should your brand be integrated?
NORTH 4 STAR
In this stage, North Star develops a must -do strategic action and communications plan
following your brand's development. This plan comprises of action steps that ensure the
brand gains traction and maintains momentum. Many of these tasks involve setting up
the organization and cooperation that will propel your brand forward. Our goal - and
yours - is to make sure that the Anna brand is the guiding principle for your future, not
just a logo and line on your letterhead.
As part of this action plan, we will craft a selection of high -impact custom action ideas
designed to raise the profile of your DNA and put it to work in every corner of your
community. Custom ideas generally fall into the following categories:
• Festivals (repackage existing events/festivals or develop new ones that connect to
your brand strategy)
• Policy (laws or measures that support the brand strategy.)
• Sports (tournaments, events, youth sports, etc.)
• EnvironmentalApplications (look at your community as if it were a canvas)
• Tourism (marketing, communications, training, products, packaging, merchandise,
etc ... all specifically related to tourism.)
• Economic Development (marketing, communications, training, outreach,
resources, etc... all specifically related to economic development.)
• Arts (public art campaigns, partnerships with art organizations, art contests with
visitors, residents, students, artists in residence programs.)
• Private Sector (ideas and tools to engage businesses and other private sector
organizations.)
• Exports (goods that are manufactured, grown or packaged in your community
for export; even a famous person or idea from your community can be considered
an export.)
• Purpose Initiatives (charities, sponsorships, etc.)
• Awards (civic awards, organizational awards, etc.)
• Education (programs in schools, small business/entrepreneur mentoring,
education for front-line hospitality staff, etc.)
• Sustainability (residential green initiatives, tax incentives for green industries, etc.)
• Health (community health programs, school -based health initiatives, business -
based health initiatives, hospital and health care agency partnerships.)
• Events (any organized activity that ties back to the brand ranging in scope from
festivals to health fairs to career counseling to community clean-up days.)
• Incentives (tax incentives for businesses, entrepreneurs, art organizations, etc. that
are in line with the brand strategy.)
• Master Planning (design and development of infrastructure and support systems
that correlate with the brand strategy.)
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
6. EVALUATION
How the brand is performing
NORTH4STAR
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 Anna brand and attitudes regarding how
well Anna performs as a place to live, visit, do business and attract a talented workforce.
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 process for mentoring with our clients. We also provide
a 12-month follow up. However, we do not limit communication to this instance. 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 Check Up.
Recommended Measures of Accountability:
Online Brand Perception.
Qualitative Perception Study.
Quantitative Perception Study.
Brand Barometer.
Use of the Brand Narrative in the private sector.
NOTE: Here, we conduct a final online presentation that delivers the creative product, the
brand action ideas and recommended measures of accountability. A final report is produced that
delivers these items as well as the research findings, insights and DNA definition.
ANNA, TX BRANDPRINT
Arrange Time for Getting Started Conference Call (1 hour)
To review all steps and procedures
Everything for the Call is included in this package
Provide Project Team Contact Info
Name, title, organization, email, and phone for those on the project who should receive regular
Status Reports from North Star, and/or those on any boards or approving bodies (please
provide v-cards where available)
AUDITS: Research and Planning AND Communication and Media Audits
This is how North Star learns where you have been
Pertinent information related to Anna from various standpoints: economic development,
tourism, new residents, Chamber, downtown development groups, and arts organizations
Research and Planning Audit: Comprehensive review of research and planning documents
(last 24 months). Include survey instruments, results and raw data.
Communication and Media Audit: Review of existing marketing materials and media plans
Please provide this information by September22.
Situation Analysis
Questionnaire to understand your primary objectives, general history, political landscape,
resources, competitors, etc. This document is provided in this package and should be
completed and sent back to North Star by September 22. Please review this document and
distribute to sections responsible parties for completion.
Gather e-mail Addresses of Business and Community Leaders
Prepare list of e-mail addresses for distribution of the online, qualitative Vision Survey. We will
provide a link for you to send via e-mail to 300-400 community leaders. We anticipate that
this survey will be conducted in late September or October.
Identify Educational Needs
Discuss educational elements including a PowerPoint presentation made to stakeholders
during the In Market to help the community understand branding and cultivate buy -in, interest,
and participation in this project. Review any press release content required.
Identify the information that we will need from you to establish these tools.
Discuss Dates for In Market Trip
Consider possible dates for the In Market visit to Anna in August 2015.
We will discuss North Star team members for the In Market trip during the Call.
Requested activities for trip listed below
North Star will provide a template for building the itinerary ahead of the Getting Started Call
Coordinate In Market Activities
Draft itinerary due to North Star three weeks prior to In Market visit
Introductory Meeting: meeting with key project personnel and North Star team to discuss In
Market logistics, Situation Analysis and additional details for the trip
Familiarization tour: asset -based FAM tours can combine visits to sites with relevant
stakeholder interviews in those areas
Stakeholder interviews: one-on-one interviews with elected officials, key stakeholders, staff
and economic development and tourism -related interests
Focus group(s)
Educational presentation to Anna stakeholders
Secure Accommodations for North Star Team
Because clients can often secure comped or discounted rooms, North Star clients often
arrange for In Market trip lodging accommodations for the team
Please let North Star know if you prefer to make arrangements, or if we shall handle those
arrangements once the general schedule and itinerary are determined
Identify Key Competitors
Prepare a list of Anna's competitors. Although a full list of competitors is requested in the
Situation Analysis, we are seeking a list of Anna's top 5 overall competitors. If there is no
overlap between tourism competitors and those in economic development, then we ask for
the top 3 tourism competitors and the top 3 for economic development.
Gather Contact Information for Perception Study Interviews
Prepare list of email addresses and phone numbers with names and affiliation for additional
interviews from both a tourism and economic development perspective:
• Tourism: Meetings market representatives, group tour leaders, travel writers, peer CVB
organizations and regional/state tourism executives
• Economic Development: Site selectors, C-level business leaders, developers, past
business prospects and regional/state economic development professionals
Secure Data Needs
Maps and Shapefiles (.shp, .shx and Abf) of the Anna footprint.
Discuss Visitor or Inquiry records available.