HomeMy WebLinkAboutRes 2015-07-08 Branding Advisory Group.pdfCITY OF ANNA, TEXAS
RESOLUTION NO. 2015-07-08
A RESOLUTION OF THE CITY OF ANNA, TEXAS ESTABLISHING AN ADVISORY GROUP FOR THE PURPOSE
OF ASSISTING IN THE DEVELOPMENT OF A COMMUNITY BRAND.
WHEREAS, the City Council of the City of Anna, Texas ("City Council"), in cooperation with the Anna
Economic Development Corporation, and the Anna Community Development Corporation, has
engaged North Star Destination Strategies to develop a community brand for the City of Anna, Texas
("City"); and
WHEREAS, public participation and feedback is critical to the success of this project; and
WHEREAS, the City Council has determined that a citizen advisory group composed of a cross-section
of community stakeholders should be appointed to work with North Star Destination Strategies
through the process of identifying and developing the Anna brand;
NOW THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF ANNA, TEXAS, THAT:
Section 1. Recitals Incorporated.
The recitals above are incorporated herein as if set forth in full for all purposes.
Section 2. Appointment of Citizen Advisory Group.
The City Council hereby establishes a citizen advisory group for the purpose of assisting in the
development of a community brand, and appoints the following members to said group:
1.
Mike Crist
2.
John Beazley
3.
Sandy Setliff
4.
Jon Hendricks
5.
Tammy House
6.
Ty Chapman
7.
Kimberly Smith -Peat
8.
Donald Nutt
9.
Glenda Pinkston
10. Stephen Finnerty
City of Anna Resolution No. 2015-07-08 Page 1 of 2
PASSED AND APPROVED by the City Council of the City of Anna, Texas, on this 21St day of July, 2015.
ATTEST: APPROVED:
j
Mirenda McQuagge-Walden, Acting City Secretary Mayor, Mike Crist
City of Anna Resolution No. 2015-07-08 Page 2 of 2
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
This Agreement Between the City of Anna and4orth Star estination Strategies,
Inc. (this "Agreement") is entered into this f day of b4 , 2015
(the "Effective Date").
2. Under the terms of this Agreement North Star Destination Strategies, Inc. ("North
Star") shall develop a Community BrandPrintTM for the City of Anna, Texas (the
"Client").
3. North Star's obligations and compensation:
(a) In exchange for the compensation detailed in this in subsection (b), below,
North Star will provide a Community BrandPrint for the City of Anna and
perform all other obligations set forth in this Agreement (collectively, the
"Services"). The general outline of the Community Brandprint and the
scope of work that is necessary to create and supply same is attached to
this Agreement as Exhibit A, which is incorporated herein as part of this
Agreement as if set forth in full for all purposes.
(b) Said compensation shall be in the amount of $76,000, which will be paid
to North Star in exchange for North Star's performance of the Services.
The amount of time to complete the Services shall not exceed four
hundred and fifty hours (450) hours. The agreed upon maximum four
hundred and fifty hours (450) hours will be the governing factor in the
depth of the Community Brandprint. North Star expects to complete the
Services within this allotment of hours and will not exceed the maximum
number of hours for the Services outlined in Exhibit A.
(c) Any additional requests of North Star beyond the agreed upon the Services
and designated hours will be billed at the blended rate of $150.00 per hour.
Should additional work be requested beyond the scope of this Agreement,
North Star will receive written approval of the additional related
compensation prior to initiating work.
(d) Outside costs such as travel shall be billed at a net rate (out-of-pocket cost)
to the client in an amount not to exceed $4000.00. North Star will not bill
for copying, fax or courier.
4. Prior to beginning the Services, the Client will pay North Star $38,000 as one-half
installment of the compensation due under this Agreement. Upon completion of
the Understanding & Insights Presentation, the Client will pay North Star $19,000
toward the compensation due under this Agreement. The balance of the
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 1 of 9
compensation, $19,000, is to be paid in equal monthly payments over the three
months that follow the Understanding & Insights Presentation ($6,333.33).
A service charge of 1-1/2% (18% per annum) will be charged on all sums not paid
within a 30 -day period after date that Client receives an invoice.
5. Notwithstanding any other provisions hereof, North Star or the Client may
terminate this Agreement at any time upon fifteen days written notice to either
parties. If termination of this Agreement is requested by the Client prior to
completion of the Community Brandprint, the Client will remain responsible for
payment of all hours involved in the preparation of the same prior to said
termination at a rate of $150.00 per hour; provided, however, the amount of said
payment shall be offset by any amounts thus far paid by the Client. If the amount
thus far paid by the Client exceeds payment for all hours involved at a rate of
$150.00 per hour, North Star will return the difference to the Client within 30 days
of termination. Once North Star has been compensated for hours worked at $150
per hour, the City shall have no further obligations under this Agreement,
including but not limited to having no obligation to pay the compensation set forth
in Section 3 (b) of this Agreement. Client will be responsible for payment of any
outside cost incurred prior to the termination including costs of materials ordered
or delivered thereafter if North Star is unable to halt such delivery. Under no
circumstances will North Star be obligated to breach any lawful contractual
commitment to others.
6. Upon termination of this Agreement, North Star shall transfer, assign and make
available to the Client, or its representatives, all property and materials in its
possession or control belonging to the Client and paid for by the Client. With
respect to the Community Brandprint, including without limitation the "DNA
Defmition" defined in Section 3 "Insights" in Exhibit A and the "Written Creative
Concepts," the "Logos & Graphic Identity Looks," the `Brand Narrative," and the
"Custom Deliverables," all as defined in Section 4 "Creativity" in Exhibit A, the
Parties further agree as follows:
(a) The term "Work" as used herein means any and all of the materials
described above, being a part of the Community Brandprint, in any
reproducible, tangible, or electronic form or medium. The Work
conceived, or originated by North Star or others, or on behalf of North
Star, or performed in connection with the Services or received by North
Star in the scope of performing the Services is and will be of original
development by North Star and are to be considered works made for hire
as that term is defined in §§ 101 of the Copyright Act (17 U.S.C.A § 10 1)
and shall be the sole and exclusive property of the Client, without any
consideration paid to North Star beyond that set forth under this
Agreement. All rights of North Star with respect to all designs and
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 2 of 9
copyrights, trademarks, trade names, and other proprietary rights relating
to the Work are by this Agreement assigned to the Client. North Star
agrees to promptly support and give all reasonable assistance to enable the
Client to prepare, file and prosecute any United States or foreign
application for all types of design trademark or copyright registrations
related to the Work that the Client deems appropriate, and North Star will
execute all appropriate documents and assignments for such. The Client
shall have the sole right to determine the treatment of information received
from North Star, including but limited to the right to keep the same as a
trade secret, to use, disclose, and publish the same with or without prior
copyright registration and to file the same in its own name or the name of
an affiliate or to follow any other procedure that the Client may deem
appropriate. North Star agrees to hold the Work confidential—except to
the extent permitted by the Client—regardless of any disclosure or other
actions taken by the Client with regard to the Work.
(b) To the extent that any material produced under this Agreement may not be
considered works made for hire, or to the extent that the paragraph
immediately preceding this one is declared invalid either in substance or
purpose, in whole or in part, North Star agrees to irrevocably transfer,
grant, convey, assign, and relinquish exclusively to the Client all of North
Star's right, title, and interest, including ownership of copyright and patent
rights, to any material developed by North Star under this Agreement,
without the necessity of further consideration. North Star shall have no
right to disclose or use any of the Work for any purpose whatsoever except
as expressly set forth in this Agreement. Further, the rights conveyed by
this instrument include the right and authority of the Client, at its expense,
to make timely application for the renewal and extension of any copyright
of the Work as allowed by the laws now or later in force in the United
States and in any other country. North Star irrevocably constitutes and
appoints the Client "attorney in fact" to apply for renewal within one year
before the expiration of the initial copyright term, and covenants to
execute any further instruments that may be necessary to perfect the
Client's full enjoyment of the renewal right.
(c) No rights or licenses, expressed or implied, in any other work or other
information is granted to North Star by this agreement, and no license,
partnership, or assignment of any right, title, or interest is created, granted
or implied by the Client under this agreement.
(d) North Star acknowledges and agrees that the Work is confidential and
proprietary trade secret information of the Client, and of substantial value
to the Client. North Star agrees that it will not use the Work in any way,
for its own account or the account of any third party, except as expressly
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 3 of 9
permitted by or required to achieve the purposes of this Agreement. North
Star also agrees not to disclose to any third party any part of the Work.
North Star will take reasonable precautions at least as stringent as it takes
to protect its own most highly confidential and proprietary information to
protect the confidentiality of the Work. North Star's breach of this
obligation will result in irreparable and continuing damage to the Client
for which there will be no adequate remedy at law, entitling the Client to
injunctive relief and a decree for specific performance, and such other
relief as may be proper (including monetary damages if appropriate).
(e) North Star affirms that the Work is and/or will be original, that all
statements asserted as facts are based on careful investigation and research
for accuracy, that the Work does not, in whole or part, infringe any
copyright or violate any right or privacy or other personal or property right
whatsoever, that it has not been published or used in total or in part and is
not being submitted or considered for publication or use in total or in part
elsewhere, and that North Star has full power and authority to enter into
this Agreement and to make the grants and transfers contained herein.
NORTH STAR WILL INDEMNIFY, AND HOLD HARMLESS THE
CLIENT, ITS OFFICIALS, AGENTS, REPRESENTATIVES AND
ANYONE DIRECTLY OR INDIRECTLY EMPLOYED BY IT
AGAINST DAMAGES, LOSSES, AND EXPENSES, INCLUDING
ATTORNEY FEES AND RELATED EXPENSES, ARISING OUT
OF INFRINGEMENT OF ANY RIGHTS DURING OR AFTER
COMPLETION OF THE WORK, AND WILL DEFEND ALL
CLAIMS IN CONNECTION WITH ANY ALLEGED
INFRINGEMENT OF THOSE RIGHTS UTILIZING LEGAL
COUNSEL APPROVED BY THE CLIENT.
(f) The obligations imposed by this section shall remain in effect indefinitely
and shall survive any termination or expiration of this Agreement, whether
by expiration of time, operation of law or otherwise.
7. The Client agrees to cooperate with North Star in the performance of the Services,
including meeting with North Star and providing North Star with such non -
confidential information that the Client may have that may be relevant and helpful
to North Star's performance of the Services. It may be necessary for the Client to
share trade secrets and/or other confidential and/or proprietary information or
matter with North Star. The parties agree that such information and the materials
referenced in this Agreement, the results and developments therefrom are
confidential and/or proprietary information belonging to the Client.
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 4 of 9
8. North Star agrees not to disclose to any third parry any such trade secrets and/or
confidential or proprietary information for its own separate benefit. North Star
will be responsible for its employees or agents complying with the provisions of
this Agreement.
9. Stock photography used for the demonstration of creative concepts is not to be
reproduced or published in any way without first negotiating usage rights with the
appropriate stock image provider.
10. To ensure that the recommended strapline (tagline) is available for use and
capable of being trademarked, North Star will conduct a trademark registration
search with the United States Patent and Trademark Office via their web site:
http://www.uspto.gov/main/trademarlcs.htm. North Star will report any records
found relating to the strapline. The pursuit of an official, legally -binding
trademark is the responsibility of the Client.
11. This Agreement may be modified only upon the written and mutual consent of
both parties. This Agreement and the documents referenced herein embody the
entire Agreement of the parties. This Agreement shall supersede all previous
communications, representations or agreements either verbal or written, between
the parties.
12. This Agreement is intended solely for the benefit of the Client and the North Star
and does not confer any rights on any person or entity not a party to this
Agreement, nor does it create any Third Party Beneficiaries to this Agreement.
13. Any agreement, notice, correspondence, information and/or other documentation
required and/or referred to in this Agreement shall be in writing as provided by
this Agreement.
14. Waiver by either Party of any breach of this Agreement affecting such Party, or
the failure of either Party to enforce any of the provisions of this Agreement, shall
not in any way affect, limit or waive such Party's right thereafter to enforce and
compel strict compliance.
15. The Parties acknowledge and agree that the performance by the Client and North
Star of their respective obligations under this Agreement constitute governmental
functions.
16. No Party shall be in default under this Agreement until written notice of the
default has been given to the defaulting Party (which notice shall describe in
reasonable detail the nature of the default) and the defaulting Party has been given
thirty (30) business days to cure said default. If a Party is in default under this
Agreement, the non- defaulting Party may, at its option, and without prejudice to
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 5 of 9
any other right under this Agreement, law, or equity, seek any relief available at
law or in equity, including but not limited to, an action under the Uniform
Declaratory Judgment Act, specific performance, mandamus and injunctive relief.
Neither Party shall have the right to terminate this Agreement as a remedy for
default or to suspend or be relieved of the Party's continuous performance of its
obligations hereunder. Notwithstanding the foregoing, each Party agrees that if
any threatened or actual breach of this Agreement arises, which reasonably
constitutes immediate, irreparable harm to the other Party for which monetary
damages is an inadequate remedy, equitable remedies may be sought by the non -
defaulting Party, without providing the notice stated above, and awarded in a
court of competent jurisdiction without requiring the non -defaulting Party to post
bond.
17. This Agreement shall be construed in accordance with Texas law without regard
to its conflict of laws provisions.
18. Venue and exclusive jurisdiction for any action arising hereunder shall be in
Collin County, Texas.
19. Any notice or other communication required by this Agreement to be given,
provided, or delivered shall be in writing addressed as set forth below. Notices
shall be considered "given" for purposes of this Agreement: (a) if by Certified
Mail, five (5) business days after deposited with the U.S. Postal Service, Certified
Mail, Return Receipt Requested; or (b) if by private delivery service (e.g. FedEx
or UPS), on the date delivered to the notice address as evidenced by a receipt
signed by any person at the notice address.
To the Client:
Philip Sanders
City Manager
City of Anna
111 N. Powell Parkway
Anna, Texas 75409
With a copy to:
Clark McCoy
Wolfe, Tidwell & McCoy, LLP
2591 Dallas Parkway
Suite 205
Frisco, Texas 75034
To North Star:
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 6of9
Don McEachern
North Star Destination
Strategies
209 Danyacrest Drive
Nashville, Tennessee
37214
Each Party has the right to change, from time to time, its notice addresses by giving
at least ten (10) business day's written notice to the other Party. If any time period
provided in this Agreement ends on a Saturday, Sunday, or legal holiday, the period shall
be extended to the first business day following such Sunday, Saturday, or legal holiday.
20. This Agreement may be executed in any number of counterparts, each of which
shall be deemed an original and constitute one and the same instrument. A
facsimile signature will also be deemed to constitute an original if properly
executed.
21. The individuals executing this Agreement on behalf of the respective Parties
below represent to each other that all appropriate and necessary action has been
taken to authorize the individual who is executing this Agreement to do so for and
on behalf of the Parry for which their signature appears, that there are no other
parties or entities required to execute this Agreement in order for the same to be
an authorized and binding agreement on the Parry for whom the individual is
signing this Agreement and that each individual affixing their signature hereto is
authorized to do so, and such authorization is valid and effective on the Effective
Date of this Agreement.
22. This Agreement is not assignable.
23. Each signatory represents this Agreement has been read by the Parry for which
this Agreement is executed and that such Party has had the opportunity to confer
with its counsel.
24. In case any one or more of the provisions contained in this Agreement shall for
any reason be held to be invalid, illegal or unenforceable in any respect, such
invalidity, illegality, or unenforceability shall not affect any other provision
thereof, and this Agreement shall be construed as is such invalid, illegal, or
unenforceability provision had never been contained herein.
25. All warranties, representations and covenants made by one Party to the other in
this Agreement or in any certificate or other instrument delivered by one Party to
the other under this Agreement shall be considered to have been relied upon by
the other Parry and will survive the satisfaction of any obligations under this
Agreement, regardless of any investigation made.
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 7 of 9
26. This Agreement shall be deemed drafted equally by the Parties hereto. The
language of all parts of this Agreement shall be construed as a whole according to
its fair meaning, and any presumption or principle that the language herein is to be
construed against either Party shall not apply.
IN WITNESS WHEREOF, the parties have executed this Agreement and caused this
Agreement to be effective on the Effective Date.
CITY OF ANNA
I
I
COUNTY OF COLLIN
STATE OF TEXAS
Before me, the undersigned authority, on this day personally appeared PHILIP
SANDERS, known to me to be one of the persons whose names are subscribed to the
foregoing instrument; he acknowledged to me that he is the duly authorized representative
of and for the CITY OF ANNA, TEXAS, a Texas political subdivision, and he executed the
said instrument for the purposes and consideration therein expressed and in the capacity therein
stated.
Given under my hand and seal of office this -today of 92015.
t�' P%
o: G Lauretta Kay Blacketer
?j My commission Expires
"�`.. 4 04/0112017
W
NORTI14TAR DESTINATI
Donk McEachern,
Its President / CEO
Date:
Noiar§ Public in and for the State of Texas
My Commission Expires:
STRATEGIES, INC.
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 8 of 9
STATE OF TEXAS
COUNTY OF COLLIN
Before me, the undersigned authority, on this day personally appeared DON R.
MCEACHERN, known to me to be one of the persons whose names are subscribed to the
foregoing instrument; he acknowledged to me that he is the duly authorize�epresentative
of and for the NORTH STAR DESTINATION STRATEGIES, INC., a /e&xvPSS�,e
corporation, and he executed the said instrument for the purposes and consideration therein
expressed and in the capacity therein stated.
Given under my hand and seal of office thi
�o
STATE ?—Ot OE �-�
TEW, E,ZSEE My
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Lyof L�0-> - , 2015.
in and for the State of Texas
on Expires:
AGREEMENT BETWEEN THE CITY OF ANNA AND
NORTH STAR DESTINATION STRATEGIES, INC.
Page 9 of 9
Exhibit A
NORTH A STAR
SCOPE OF WORK
1. 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 ptocess.
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.
• Unna is responsible for providing information for customized writing andprinting.
ANNA, TX BRANDPRINT
Exhibit A
NORTH ,A STAR
SCOPE OF WORK
2. RESEARCH AND PLANNING
What are current brand perceptions?
'Ibis 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.
�1 C0MMi1_1NITY
I SituationAnalysis: 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 MediaAudit: 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 Amus 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
/ :DNSUMERS
Tapestry° Consumer Profile: Using the home addresses of visitors to Anna, Tapestry provides a visitor profile
that is entirely moque 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.
•
Were 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 andAnalysis: North Star provides a snapshot of AnnA 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. Ihis 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.'Ihis 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
COMPETITION
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-economicclass9ications.
• What Report.- Profile of resident lifestyle habits such as media usage, travel behavior, household
buyingpreferences, recreational interests, civic involvement, dining choices, retailpreferences and
lodging tendencies.
ANNA, TX BRANDPRINT
Exhibit A
SCOPE OF WORK
3.1NISiGHTS
Where is the heart ofyour brand?
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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.
?hese 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 ofthe community.
Point ofd�erence: What makes your community special.
Benefit.- Why it should hatter 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 ,4 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: There is critical collaboration that takes place at this point with a small selectgroup of marketing
stakeholders to address the written creative concepts and the development ofthe foundational graphic
identity. North Star then provides solutions for the remainder of the creative work based on that
agreed-rpon direction.
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.
,e;j 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
S. ACTION
How sbould your brand be integrated?
NORTH it 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.)
• Environm,entalflpilications (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.)
• Puupose 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
NORTH Z -/'l STAR
AR
b. EVALUATION
How the brand is performing
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.
4112- Month Check Up.
41 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 creativeproduct, the
brand action ideas and recommended measures of accountability. Afinal report is produced that
delivers these items as well as the research findings, insights and DNA definition.
ANNA, TX BRANDPRINT