5. EDSR 03-14-2011 - Laserfiche WebLink

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ChandlerThinks will provide a brand introduction plan and training for primaryusers, in addition to "train the trainer" for each primary organization to reach out to their users/supporters (including timeline). A plan will be created to measure success of the branding process and a two year budget necessaryfor successful execution including measured outcomes and potential funding sources. An evaluation will be completed after 6-12 months which will include another community survey to determine how attitudes have changed and recommendations on how to fine tune marketing efforts. NEXT STEPS Staff will work with ChandlerThinks to finalize contract and move forward with the process. Research is anticipated to begin earlyApril, with the results presented mid May. With the branding subcommittee's involvement, staff anticipates the implementation plan to be complete early June. This process will work cooperativelywith the City's Vision and Goals process. FINANCIAL IMPACT The EDA budgeted $60,000 in the 2011 EDA budget for the marketing campaign. Staff research has found that the average cost of a re-branding process to be approximately $25,000-$40,000 with roughly $10,000+ in expenses to implement the plan, depending on the recommend action items. It is important to note that ChandlerThinks was not the lowest proposal received, nor was it the highest. The ChandlerThinks proposal is in the amount of $37,250 and falls within the EDA marketing brand plan budget. ATTACHMENTS • 2-14-11 Subcommittee minutes • Consultant bios Action Motion by Second by Vote Follow Up N:\Departments\ComnnxnityDevelopment\Economic Development\Maiiceting\Branding\Memos\3-1411 EDA ActionRequested.doc