6. EDSR 12-13-2010 - Laserfiche WebLink

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BRANDING SUBCOMMITTEE Staff is recommending the creation of a branding subcommittee to work with staff and the consultant during the RFP and branding process. To create a sense of ownership and pride in the brand, it is imperative the brand represent the entire City, not just a portion(s) of the community. It is difficult to stand behind a brand you don't believe in. The more relevant and resonant a brand feels to us, the more we believe in it and the more we have a sense of belonging to it. Staff is proposing the subcommittee be comprised of 5-10 members, in addition to staff to facilitate the process. Recommended members include: EDA President, Economic Development Assistant (staff facilitator), Economic Development Director and City Clerk. Other members may include: City Council/Commission members, City staff, Chamber of Commerce Board Chair, business owners, school district representative, etc. Members not represented on subcommittee will be included through the public participation component. The EDA is encouraged to volunteer or suggest committee members; remaining members will be chosen by staff and EDA President. Subcommittee members can be selected at the January EDA meeting if desired. The branding subcommittee will meet accordingly with staff and consultant and provide updates to their respective department/commission. Part of the process will include an online survey that will be made available to residents on the City website, as well as an optional survey for all City employees to provide input. A communications plan will be created and implemented to update employees and the community regarding progress and significant milestones. The presentation and adoption of branding and marketing plan will be reviewed by EDA and City Council in May. TIMELINE Below is the proposed timeline for the branding process: Jan RFP distributed and collected EDA selection of subcommittee members Subcommittee reviews RFPs and chooses top three finalists Feb Subcommittee and EDA hold work session during regular meeting to review presentations of top three finalists Subcommittee and EDA chose and notify finalist Begin process with consultant March- May Complete process with consultant and subcommittee May/June Presentation of branding and marketing plan to EDA and City Council for adoption Begin implementation plan The above timeline is an aggressive timeline to complete branding and marketing strategy and to begin implementation process. Staff is seeking EDA input on the following: • Scope of work • Subcommittee members N:\Departxnents\Community Development\Economic Development\Marketing\Branding\Memos\12-13-10 EDA Action Requested.doc