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Carlsbad Oceanside Escondido San Marcos Vista

San Diego North County Cities Branding Initiative Creating a vibrant brand to drive economic development


January 9, 2013

Kevin Ham Economic Development Director City of Vista 200 Civic Center Drive Vista, CA 93084 Dear Mr. Ham: Enclosed is our proposal for marketing the North County region, comprised of the 5 cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista, including research, analysis, brand strategy recommendations, development of a Brand Platform and a Strategic Communications Plan. As the RFP mentions, the North County area requires a comprehensive brand identity to define its value in marketing development opportunities to interested businesses and organizations. This initiative will help define the basis for the brand through an initial process of gathering information from government and business representatives in the 5 cities, followed by a period of review and analysis to define recommendations for moving forward with the creation of the brand and then the communications plan. I am pleased to point out that two consultants have joined our team to help in gathering and analyzing input and defining the brand. Greg Reuel has deep experience in developing business recruitment efforts for municipalities, including several in the San Diego area. Michael Berne is a nationally known retail real estate consultant with expertise in market analyses and retail recruitment and has strategized and recruited for urban and downtown areas of cities across North America. Thank you for the opportunity to present this proposal. Please feel free to contact me with any questions you may have about the proposal and our services. Sincerely,

Steven Donaldson President RadiantBrands


January 9, 2013 San Diego North County Cities Branding Initiative

Proposal:

San Diego North County Cities Branding Initiative A Strategic Branding Initiative for the San Diego North County Cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista to develop a distinct brand position and communications plan to drive economic development

January 9, 2013


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January 9, 2013 San Diego North County Cities Branding Initiative

Contents Contents....................................................................................................................................................... 3 References (RFP sec. 3.3.2) ....................................................................................................................... 4   Project Team (RFP sec. 3.3.3) .................................................................................................................... 5   Steven Donaldson .................................................................................................................................... 5   Michael Zinke ........................................................................................................................................... 6   Lisa Biasotti .............................................................................................................................................. 7   Greg Reuel ............................................................................................................................................... 7   Michael Berne .......................................................................................................................................... 8   Aspa Gika ................................................................................................................................................. 9   RadiantBrands Experience (RFP sec. 3.3.4) ............................................................................................. 10   Firm History/Background ........................................................................................................................ 10   Relevant Case Studies ........................................................................................................................... 12   A New Brand for Downtown Berkeley, California ................................................................................... 12   Creating Business Attraction for Santee ................................................................................................ 13   Branding A Location for A World-Famous National Lab ......................................................................... 14   Process (RFP sec. 3.3.5) ........................................................................................................................... 15   Phase 1: Discovery and Analysis .......................................................................................................... 16   Phase 2: Development of Brand Platform .............................................................................................. 17   Phase 3: Communications/Marketing Plan ............................................................................................ 19   Schedule ................................................................................................................................................ 20   Statement of Time Commitment ............................................................................................................. 21   Costs (RFP sec. 3.3.6)............................................................................................................................... 22   Addendum: Expanded Case Study Materials ............................................................................................ 24   A New Brand for Downtown Berkeley, California ................................................................................... 24   Branding a Bio-tech Hub: Aquatic Park Campus ................................................................................... 28   Business Recruitment Branding ............................................................................................................. 29  

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References (RFP sec. 3.3.2) John Caner CEO/Executive Director Downtown Berkeley Association 2230 Shattuck Ave. Suite C Berkeley CA 94704 jcaner@downtownBerkeley.com 510-549-2230

Michael Caplan Manager of Economic Development City Of Berkeley mcaplan@ci.berkeley.ca.us (510) 981-7530

Pamela White Economic Development Manager City of Santee (619) 258-4100

Jeff Chew Project Manager Oakland Redevelopment Agency jbchew@oaklandnet.com (510) 238-3629

Steven Golden Golden Properties and Swerve 2332 Fifth Street Berkeley CA 94710 SGoldin@goldindesign.com 510-847-5285

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January 9, 2013 San Diego North County Cities Branding Initiative

Project Team (RFP sec. 3.3.3) Project Management: Steven Donaldson, Michael Zinke and Lisa Biasotti will initiate and receive all

key communications with the North County cities. They will bring in additional Radiant Team personnel to assist with research, analysis, writing, graphic design and production as needed to progress through the scope of work as described below. Steven Donaldson and Michael Zinke, the principals of RadiantBrands, will be involved throughout the project and will spearhead the Research and Discovery process, conducting meetings in person and by phone, as well as the Brand Platform and Strategic Communications Plan development. Greg Reuel will work with us in the research and analysis phase of the project to provide valuable insights into the local development climate, and will also help with the development of promotional ideas for the Strategic Communications Plan. Michael Berne will provide his expert insights on retail attraction in the analysis of input from the Cities and in developing the Brand Platform and the Strategic Communications Plan. Aspa Gika will create and direct the design of the visual brand elements and associated templates for communications pieces.

Steven Donaldson

Principal, Brand Strategist, Project Manager Projected time on project: 25% Steven Donaldson is a co-founder and President of RadiantBrands. He plans overall strategy and marketing for campaigns and provides input to the branding and research process along with the brand positioning. His background includes urban planning, marketing and creative has ranged from work with cities and non-profits to retail, financial services and commercial developers. He most recently let the RadiantBrands team in a rebranding project for the City of Berkeley focusing on a branding and marketing program for the Downtown that included stakeholders such as the University of California. He also has experience in other place-branding initiatives: branding and marketing for the Oakland 10K project, which met its goals of bringing 10,000 new residents to downtown Oakland; a major branding effort for the Old Oakland project, which is a 6 block historic district in downtown Oakland; and the branding and marketing the New Californian, a six story, residential and commercial building in downtown Berkeley. He has also worked with financial services and retail clients such as Cost Plus, Pet Food Express, Wells Fargo, Federal Home Loan Bank of San 2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Francisco, Bank of America and other developers in the San Francisco Bay area including Wareham Properties and Panoramic Interests. Donaldson, originally from La Mesa, California, has a degree in Urban Studies from San Francisco State University and worked as a planning consultant prior to founding RadiantBrands. He has spoken about branding and multichannel marketing at various venues throughout the San Francisco Bay Area, including the Haas School of Business at UC Berkeley, e-commerce developers' conferences and the Commonwealth Club. He has been featured in stories on online branding in Direct Magazine and the San Francisco Business Times as well as on CNET Television. He has provided website design consultation as a featured provider at the Internet Retailer Web Design Conference in Miami. Steven continues to expand the firm's client list and range of branding and integrated communications assignments.

Michael Zinke

Principal, Brand Strategy, Research and Marketing Projected time on project: 25% Michael Zinke is a principal and co-founder of RadiantBrands. Zinke leads RadiantBrands' branding efforts for clients, focusing on discovering and defining the unique aspects of a brand or product that can drive successful brand strategy and integrated marketing programs as well as website and online marketing campaigns. He has extensive experience with brand development and developing marketing strategies and integrated campaigns with clients such as the City of Oakland, Downtown Berkeley Association, and United Way of the Bay Area as well as retail and commercial clients. He uses an analytical approach in developing brand positioning and applications to integrated marketing programs both on and offline. He has played a key role in the development of RadiantBrands' brand research methodology, both quantitative and qualitative, that builds client success through careful analysis, understanding of consumer perceptions and the creation of online survey tools and interviews. Michael Zinke has a degree in Landscape Architecture from the University of California and worked in city planning prior to cofounding RadiantBrands.

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Lisa Biasotti

Project Manager, Retail and Consumer Experience Projected time on project: 5% Lisa is a member of the consumer branding and marketing team and leads our project management efforts at RadiantBrands. She has over 20 years of experience in retail branding and merchandising as well as large-scale project management. Her experience includes work with retail companies such as Gymboree, Ann Taylor Loft, Mervyn’s and Emporium/Broadway Stores. She has run numerous consumer focus groups and consumer research teams to examine customer preferences and develop strategies for key product introductions, brand development and merchandising approaches. Her experience in buying and merchandising and retail branding and location branding has included Emporium/Broadway and Mervyn’s, private label development and direct and domestic importing for Mervyn’s, and vertical retailing for both Ann Taylor Loft (in New York City) and Gymboree Corporation. She has contributed to the development of strong management teams and management of extensive consumer-driven projects, and has created strong business relationships with multiple teams in the Far East, India, the Middle East, South America and Europe.

Greg Reuel

Consultant, Economic Analysis and Strategy Development Projected time on project: 10% Mr. Reuel has extensive background in economic development and marketing for cities. His experience and work had included research and data development to assist and attract business

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January 9, 2013 San Diego North County Cities Branding Initiative

location in the over 30 communities he’s worked with, including the implementation of recruitment and retention programs for the cities of Shasta Lake, Dublin and San Marcos. He has worked on the planning and implementation of city marketing campaigns including the branding and development of the Shasta Gateway Industrial Park, East Dublin BART station expansion and San Marcos community profile marketing. In addition he has grant writing experience in the development of a small business incubator facility and 250 acre industrial park near Shasta Lake. With over 13 years experience as Economic Development Manager for the cities of Shasta Lake, Dublin and San Marcos, California, Mr. Reuel has an understanding of how to position and brand cities and communities for business recruitment.

Michael Berne

Consultant, Retail Attraction Development and Retail Strategist Projected time on project: 10% Michael J. Berne is one of the nation's foremost experts on urban and Downtown retail, with a particular strength in ethnic, socioeconomic and psychographic niche markets. He has strategized and recruited for some of the highest-profile CBD’s in the U.S. and Canada, including, most recently, Brooklyn (NY), Toronto, Pittsburgh, Cleveland, St. Louis, Denver and Long Beach (CA). He has also worked extensively in the Downtown and “Main Street” business districts of smaller cities and markets, including, for instance, Modesto, Hayward, Wichita, Covington (KY), Mobile, Roanoke (VA), Saskatoon (SK, CA), Winnipeg, Kitchener (ON, CA) and New Haven (CT), among numerous others. Aside from working in numerous Downtown and Main Street business districts across North America, Michael has presented at the annual conferences of the International Downtown Association (IDA), the National Main Street Center, the Local Initiatives Support Corporation (LISC), the International Economic Development Council (IEDC), the International Council of Shopping Centers(ICSC), the Ontario Business Improvement Area Association/Toronto Association of Business Improvement Areas (OBIAA/TABIA) and Artscape (Canada), among numerous others. Michael has lectured at the University of Pennsylvania's Graduate School of Planning. He has written numerous articles for the Urban Land Institute's (ULI) Urban Land magazine. He has served on expert advisory panels for IEDC and ULI, and has appeared in high-profile publications such as The

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January 9, 2013 San Diego North County Cities Branding Initiative

Washington Post and The Financial Times. Michael currently sits on the Board of Directors for the International Downtown Association (IDA). Michael received a B.A degree from Columbia University and an M.Phil degree from Cambridge University in the United Kingdom.

Aspa Gika

Senior Designer, Creative Director Projected time on project: 25% Aspa Gika has designed visual branding for RadiantBrands’ retail and city clients as well as marketing materials, advertising campaigns and corporate ID for companies and not-for-profit organizations. In the past she has worked for clients such as The National Institute of Health, Rolex and Bacardi. She has also created illustrations for children’s books. Having worked in London, Athens and Washington D.C., Aspa brings a global perspective to her creative work. She has a degree in graphic design from Farnborough College UK.

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January 9, 2013 San Diego North County Cities Branding Initiative

RadiantBrands Experience (RFP sec. 3.3.4) Firm History/Background RadiantBrands is a full service branding agency operating out of its offices in Berkeley, California. The principals, Steven Donaldson and Michael Zinke, have delivered marketing strategy, naming, branding, web, and communications initiatives along with associated production in print, electronic and online media to clients in the Bay Area and across the country for over 20 years. Previously, the two principals worked in city planning for planning consultancies, conducting community meetings and producing planning documents for cities in California. The group utilizes a brand-centric approach to all engagements, using research and analysis to build brand strategy (value definition, key messages, look and feel, personality) and implementations through all media, primarily for real estate and urban retail clients, as well as retail, nonprofit and financial services clients. RadiantBrands has worked with start-ups to Fortune 1000 companies and non-profits including Wells Fargo, Ask Jeeves (now Ask.com), United Way of The Bay Area and the Downtown Berkeley Association. RadiantBrands is uniquely positioned to take on the challenges of creating new positioning and branding for the North County Cities and creating awareness through its integrated branding approach. As a marketing and communications agency, RadiantBrands can meet all the key needs for strategic and creative work, from positioning, strategy, naming and visual identity to campaign implementation and social media efforts. We do research and analysis to develop brand strategy for clients and implement strategy through identity/branding systems, campaigns and online work, including complex websites. Because our team works together as one group and has the experience and knowledge to translate strategy into action, we can orchestrate a synergistic and consistent comprehensive campaign that is relevant and engages the development/business audiences. We have extensive experience with real estate and place-centric clients, most recently with The Downtown Berkeley Association in defining the area’s unique attributes. We also recently developed branding for a major housing and retail development in Downtown Berkeley, and for a proposed project to provide new lab facilities for the Lawrence Berkeley National Laboratories (part of the University of California) in West Berkeley. In addition, our team includes experts in retail attraction such as Michael Berne, with years of experience developing location specific retail marketing programs for cities and Greg Reuel, who has extensive experience in working with over 30 cities in the Western U.S. in developing effective branding and attraction programs. We also have experience in retail and consumer marketing, ecommerce and advertising. Past work with Cost Plus World Market and various ecommerce retailers demonstrates our ability to connect with consumers. We also produce branded communications, packaging and retail environments for Pet Food Express, a locally based chain of 40 retail stores.

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Lastly, having worked extensively in the venture community with companies such as Menlo Ventures, Allegis Capital, Vista Equity and Oak Tree Capital, RadiantBrands has a unique understanding of the entrepreneurial world and the need for clear and professional communication. The firm is a private corporation (Bay Graphics Design, Inc. DBA RadiantBrands) registered in California and owned by the two principals, Steven Donaldson and Michael Zinke. RadiantBrands currently has the bandwidth to accommodate this project, having recently completed the Downtown Berkeley Branding initiative, which demanded the attention of the same core team (not including Greg Reuel and Michael Berne).

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Relevant Case Studies Following are three case studies involving place branding to promote specific communities or areas as business and industry location choices. The Addendum includes more detail on projects.

A New Brand for Downtown Berkeley, California

Developing a new brand that unifies the assets and stakeholders of Downtown Berkeley and a focused marketing strategy to draw new business and visitors When the Downtown Berkeley Association took the big step of creating a funding source through a private business improvement district (PBID), they showed that they were committed to a new vision for Downtown Berkeley to attract more consumers and bring in new businesses. RadiantBrands was hired to bring this brand to life. After a 3-month process of interviews, surveys and research, Radiant created a new brand that reflects the energy and focus of the Downtown. Branding includes a contemporary new logo with the tagline “it starts here”; supporting messaging “taste, create, experience;” branded communications, website, multimedia show and advertising for the Downtown; and an integrated marketing strategy that allows businesses, restaurants, theaters and the University to extend the brand message into their marketing and advertising. The brand story brings together the current assets of the Downtown arts and theater district as well as the innovation and creativity of new startups, the University and area restaurants. The brand was launched in April 2012 at a packed event with over 300 attendees at the Shattuck Plaza Hotel. Scope of Work - Individual Interviews - Online surveys - Research - Messaging and naming - Brand design and creative - Brand style guide - Marketing plan - Website and social media elements - Multimedia show - Advertising Client: Downtown Berkeley Association and City of Berkeley Project Team: Steven Donaldson, Michael Zinke, Lisa Biasotti, Aspa Gika Project Cost: $78,000 Date Completed: April 2012

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January 9, 2013 San Diego North County Cities Branding Initiative

Creating Business Attraction for Santee

Develop interactive community profile and demographics web application for use in business recruitment The City of Santee has experienced one of the highest growth rates in San Diego and wanted to promote the City’s new image and demographics as a tool in business recruitment. With the help of city staff, branding tag lines and city images were brought together in a content management application for the City’s web site. Information from the web application was then downloaded onto custom memory sticks that could be used at ICSC and other conventions. The concept was to have an updateable community profile application that was downloadable to create portable marketing collateral. Included in the web application was research on space available within the city, maps, ADT counts and economic development documents to help promote Santee. Greg Reuel and GCR Marketing Network have been involved in working with city personnel on the creation of over 20 community branding campaigns similar to the Santee project that are directed towards business recruitment. Please go to this web address to view the Santee application: www.citydemographics.us/santee Scope of Work - Interviews with City staff - Development of content management internet application - Demographic research of current City data - Space Available research Client: City of Santee Project Team: Greg Reuel, GCR Marketing Network Project Cost: $20,000 Date Completed: 2012

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January 9, 2013 San Diego North County Cities Branding Initiative

Branding A Location for A World-Famous National Lab

http://vimeo.com/27026535 Promoting a new location for the Lawrence Berkeley National Lab The Lawrence Berkeley National Lab (LBNL), one of the four national research labs in the United States, was looking for new second location near its existing campus to expand into alternative energy research as directed by Department of Energy. The two property owners of a key site facing San Francisco Bay hired RadiantBrands to develop all the marketing materials to promote this location to LBNL. This included a presentation package and a 5-minute video on the site location and amenities. The intent was to portray an inviting and complimentary location to house their research scientists that featured all the support services and amenities they would want nearby. This video and presentation required research and review of the site, the location amenities and stakeholders. Over 25 proposals were submitted and this location was included as one of three finalists. Scope of Work - Brand strategy, naming - Brand creative - Presentation package - Website - Writing, media and promotion - Write, edit direct 5 minute movie Client: Golden Properties and Jones Properties Project Team: Steven Donaldson, Michael Zinke, Aspa Gika, Lexi Visco Project Cost: $45,000 Date Completed: April, 2011

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January 9, 2013 San Diego North County Cities Branding Initiative

Process (RFP sec. 3.3.5) The Challenge : The cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista, comprising

the North County area of San Diego County, want an effective brand platform and cohesive communications strategy to target businesses and organizations exploring options to locate or do business in the region. The goal of the work described in this proposal is to develop a new and compelling brand for the North County area to project a clear vision of North County: its value, opportunities and amenities. Work Summary (see complete process details after this section):

Conduct Discovery and Research: To develop an effective strategic direction and

competitive positioning for the area through several means. o

Current demographic and industry research – Information will be gathered from the

five cities and the county in addition to other third party data on sales, marketing and industry trends for the area. o

Individual Interviews – RadiantBrands will gather information from the 5 cities

through a selective interview process using a customized version of our Radiant Strategy Questionnaire. This will include interviews with selected stakeholders as defined in the RFP: elected officials and key staff of the 5 cities and corporate stakeholders representing the industry clusters of the North County area. In addition, RadiantBrands will receive information from the staffs of the 5 Cities on community assets and industry clusters and conduct surveys with selected stakeholders. o

Online Perception Survey – In addition, an online survey will be developed and sent

out through selected email lists for each community. This online survey will be used to gain additional responses and perceptions on each community. •

Develop Recommended Brand Strategy and Positioning: Radiant will develop

recommendations for brand strategy based upon our discovery research and analysis. This will be presented, in person, in a series of PPT’s with key summary information from the interviews and research. These presentations are critical to understanding both the assets and developing the potential positioning for the communities. •

Develop a New Brand Platform: Develop and implement clear and impactful brand strategy,

personality and messaging to clearly communicate the value of the North County area. Develop identity elements (tagline, messaging, colors, type styles, communications templates and preliminary web design options) to project a memorable and meaningful experience of the North County Cities. Recommendations will include positioning, tagline options and supporting messaging points that will be integrated into all communications and marketing materials. Develop standards for implementation throughout all communications and provide as a brand guide. •

Develop a Strategic Marketing Plan: Radiant will provide market overview, identification of

key market segments, media recommendations, social media plan and more. This plan will be built on analysis of the initial research and interviews and will outline a strategic approach for the five North County Cities to market the area as a hub of industry, employment and retail activities.

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Our process is iterative, meaning that proposed recommendations and designs are submitted to you for review and approval at key points in the process to insure that work is meeting expectations and incorporates desired features and concepts. Steven Donaldson, Michael Zinke and other Radiant staff will attend meetings and conduct phone conferences with the Cities’ officials and staff at key points to present deliverables and receive feedback. If any work is requested by the client which is outside the scope of this proposal, RadiantBrands will alert the client and provide estimated costs for approval before performing the work, unless the client specifically approves work on a time and materials basis.

Phase 1: Discovery and Analysis Research and Interviews; key staff of the Cities – RadiantBrands will meet with key staff of the 5

Cities to receive information about the communities and industries of the area, their unique values and attributes. City staffs will provide background information: customer profiles, surveys, research and other data which can shed light on key issues, needs and concerns of target development prospects. In addition RadiantBrands will solicit City staff input on developing the structure of a Strategy Questionnaire to be provided to elected officials and industry representatives (next item). Research and Interviews; Elected Officials and Industry Representatives – Using a custom-

structured Strategy Questionnaire as a guide, RadiantBrands will conduct interviews with elected officials and industry representatives in the 5 Cities to gain additional insight into what the Cities offer, who they wish to attract and what businesses are looking for. Input from these groups will received through a combination of in-person and phone interviews conducted by the Radiant Team. For logistical reasons most of the interviews may be conducted by phone. We find that with the aid of a questionnaire being provided beforehand, the subjects will feel comfortable discussing issues and going into depth regarding subjects they are conversant with. We prefer that the answers come from individuals to reflect their individual perspectives and knowledge of their communities. We find that this results in an open and straightforward dialog than a group setting. Of course, we are happy to receive information and policy documents from these groups that will help to define the performance requirements for the deliverables. Survey of representative cross-section of Industry Clusters – To further define the needs and

perspectives of target industries and organizations, RadiantBrands can develop set of survey questions with multiple answers for ease of tabulation (perhaps one write-in general feedback opportunity) to be administered through a web-based survey service (SurveyMonkey). Respondents can be solicited from City-provided email lists of local industries. Radiant will review the results and utilize in creating the Brand Strategy Brief. Review of current marketing and retail information – Overview of the current data on business

development trends and opportunities in the region. Also, we want to pull in trends from current marketing reports on how development has changed in the region based on inquiries, recent development and planning initiatives. Inventory of amenities and assets – Looking at current and projected assets and features of the 5-

city area – the unique mix that differentiates this area vs. other areas in Southern California or the State in general. We will look at current development opportunities, demographics, income and education levels, transportation and more as potential assets to emphasize in the brand messaging. 2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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Analysis and Strategy Recommendations – Review and summarize interviews, meetings and

survey results to define opportunities for brand positioning/messaging. Based on what we’ve heard from each community, we will weave together a set of attributes and characteristics that become part of a memorable and effective brand story. As part of this phase our intention is to create 5 or 6 target profiles based on specific development segments such as life sciences companies, manufacturing companies, retailers, developers, educational/cultural institutions and others. Each of these profiles will describe a recommended target market segment that the branding and the strategic marketing plan should address and resonate with. The target profile development will result in a matrix showing needs, interests, barriers and perceptions that will become guiding influences in the development of the marketing plan and brand strategy. Radiant will produce a presentation showing: •

Analysis of interview results: target industries, assets etc as mentioned by each city/group

SWOT analysis: Strengths, weaknesses, opportunities, threats

Desired market segments; target profiles

Key recommended brand assets and attributes based on interview results and target audience perspectives

Assets and concepts to utilize in the brand

Initial strategy recommendations: positioning, messaging

We will also develop a Brand Strategy Brief with recommendations for approaches to define the foundations of the proposed brand: key values, positioning, core brand attributes and key messaging (tagline and supporting messages).

Deliverables for Phase 1: Strategy Questionnaire (2-3 versions); presentation of findings, analysis,

target profiles and initial recommendations as a Power Point; Draft Brand Strategy Brief (recommended positioning, key messaging and brand development recommendations).

Phase 2: Development of Brand Platform Review and Finalize Brand Strategy Recommendations –Radiant will review the Draft Brand

Strategy Brief with key staff of the Cities to further refine and define the brand: key values, positioning, core brand attributes and messaging. The approved brand strategy will define the visual and verbal branding, taking into account the need for performance: clarity, consistency and resonance with the audience of the brand. The North County Cities will review and approve as a basis for creative work. Design Explorations – Radiant will develop several initial alternatives for a new brand identity, based

on approved strategy recommendations to express personality, tone and other desired attributes of

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the DBA. Designs will allow for desired usage (print, online, advertising, business papers, reports and whitepapers, etc.). Design Refinement and Applications – Based on client review, Radiant will refine the approved

direction for the logo and show other visual brand elements, including tagline treatment and color and font usage for communications. Up to two rounds of refinement to the chosen direction are included in this proposal. The refined identity will be applied to templates for a business papers system, key report and whitepaper templates and presentation slide template. Preliminary website page design will also be shown. Final production – Final files for all deliverables will be prepared and delivered. Style Guide – Radiant will also provide a style guide delineating use of logo and other identity

elements such as color palette and fonts, and visual display of the tagline and submessages. The guide will include sample applications showing typical uses of the brand, such as posters, graphics, advertising, presentations. In addition, the Style Guide will show guidelines for use of the tagline and other messaging in media and PR. Deliverables for Phase 2: Based on approved designs, Radiant will produce final electronic art files

for logo variations, report/whitepaper templates, presentation template and other items in the Style Guide. The Brand Style Guide will be formatted for printing on 8 ½ x 11” paper and will be provided as an electronic file (PDF) and will include all uses and applications plus core messaging to be used to position the North County brand as follows: • • • • • • •

Basic logo Approved logo variations Logo with tagline Color palette Font usage Sample applications Message platform: Tagline, descriptive positioning phrase, supporting message points

The following templates will be included as part of the Style Guide: • • • • •

Brochure template: for 1-8 page brochure Power Point presentation slide templates (2-3) Generic (whitepaper) document template Preliminary website sample pages Sample ad

All deliverables above will be delivered via email or FTP site as electronic files. Logo art files and template files will be provided as EPS and native program files.

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Phase 3: Communications/Marketing Plan Develop Initial Communications/Marketing Recommendations – Based on the branding being

developed and the approved Brand Strategy Brief, Radiant will develop recommendations for a Strategic Marketing Plan including: • • • • • • •

Target segments Value proposition and brand positioning of the North County brand Key messaging Media placement suggestions Recommended social media tools and web marketing Basic PR efforts Event outreach

Develop Draft Communications Plan – Based on review with Cities staffs, RadiantBrands will write

the Draft Strategic Communications Plan and present for review and approval. Produce and Present Final Strategic Communications Plan – Radiant will produce and deliver the

final Strategic Communications Plan as an electronic document. Radiant will also produce a PPT presentation featuring the highlights of the Communications plan.

Deliverables for Phase 3: Draft and Final Strategic Communications Plan in Word document file

format.

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Schedule Note: This schedule assumes a start of Feb 1, 2013; that people and information are available when needed; and that client participation, review and approval is within allotted time frames. Feb 4 - 28 • • • • • •

Discovery and Research Initial introductory meeting (by phone if necessary) Develop Strategy Questionnaires Meet with key Cities staff, conduct interviews Conduct interviews with elected officials, key industry representatives Survey of industry clusters: web-based (optional) Review information provided on assets, markets and demographics

Mar 4 – Apr 26 Brand Strategy Development • Review/inventory assets and attributes • Target profile development • Analysis • Develop Draft Brand Strategy Brief • Develop recommendations for brand strategy • Core messaging points • Present analysis, brand recommendations, positioning, Draft Brand Strategy Brief Apr 29 – May 24 Develop Visual Brand, Brand Messaging • Finalize Brand Strategy Brief: review with Cities staffs, refine, get approval • Develop initial visual identity design concepts • Develop messaging points • Review and refine visual branding • Refine chosen direction, review May 27 – Jun 21 Finish Visual Brand; Start Brand Guidelines, Communications Plan • Final designs reviewed and approved • Apply designs to sample collateral and communications materials • Final approval of basic brand platform elements; visual and verbal • Start Strategic Communications Plan • Develop Style Guide and all brand identity applications • Start production of brand element files Jun 24 – Jul 19 Finish Brand Style Guide, Develop Strategic Communications Plan • Review Draft Brand Style Guide with staff • Present Draft Strategic Communications Plan • Revise Plan • Finalize and deliver Brand Style Guide and Strategic Communications Plan • Develop and send electronic files for visual brand elements and templates

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Statement of Time Commitment RadiantBrands and its associated consultants are prepared to allocate roughly 95 person-days at 6 hours/day to the completion of this project.

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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Costs (RFP sec. 3.3.6) $ 37,000

Phase 1: Discovery and Analysis

• Conduct meetings, interviews with key staff, elected officials (max. 5 days including phone meetings and interviews) • Conduct meetings, interviews with business, stakeholder groups (max. 5 days including phone meetings and interviews) • Online survey of Industry Clusters • Research of current market environment, SWOT, competitive analysis • Develop Target Profiles (target segments) • Review and analyze existing market and demographic data • Review and inventory current assets and future plans • Develop branding/marketing recommendations, messaging options • DELIVERABLE: Present findings, analysis and recommendations as Power Point • DELIVERABLE: Complete and present Draft Brand Strategy Brief $ 33,500

Phase 2: Brand Platform Development

• Finalize Brand Strategy Brief • Develop alternatives for visual brand • Refine visual brand, apply to sample applications • DELIVERABLE: Present visual branding alternatives • DELIVERABLE: Refined visual brand direction, sample applications • DELIVERABLE: Final visual brand elements, presentation template, other templates as electronic files • DELIVERABLE: Brand Style Guide, for logo, color and type usage, including preliminary design for website page, marketing communications templates $ 27,000

Phase 3: Communications/Marketing Plan

• DELIVERABLE: Complete and present Strategic Marketing Plan document • DELIVERABLE: Recommended social media plan

TOTAL FEES FOR ALL ABOVE: Submitted by

Approved by/Date

Steven Donaldson for RadiantBrands

for 5 North County Cities

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com

$97,500


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January 9, 2013 San Diego North County Cities Branding Initiative

Note: Fees above do not include sales tax, shipping, printing, expenses related to printing, stock photo costs, original photography, media buys, or other expenses not expressly mentioned. RadiantBrands will provide costs for these items on a per item basis if requested for approved work. If required, travel and related per diem expenses will be billed at cost. All deliveries of finished items will be as electronic files. Delivery in tangible media form may be subject to appropriate sales taxes. Client agrees to pay any applicable sales taxes. Proposed Terms: 20% of approved work estimate due as initial payment, with additional 20% payments due on a monthly payments until 80% of the total has been billed. One final payment, to include any additional fees or production costs approved during the course of work, will be due and payable upon delivery of final files. If project goes beyond schedule proposed, alternate payment schedule may be required. Changes In Scope: Fees, expenses, and materials have been estimated based upon the scope of work described above. Changes to the scope of work, assumptions, or schedule may result in adjustments to the estimated costs. RadiantBrands will submit change order for such work for approval before starting additional work, or client may approve work on a time and materials basis with no fixed cost limit. Additional Notes and Assumptions •

The prices quoted in this proposal are good for 30 days from the date of the proposal.

If project requirements change, so may the above budget.

All information will be provided by the client except as indicated in the scope of work.

If client’s deliverables (objectives, research documents, content, photos, review feedback, approvals or payments) are delayed, Radiant deliverables may be equally delayed.

Radiant will be provided with a single point of contact.

Travel outside the Bay Area and out of pocket expenses will be pre-approved by DBA and reimbursed in addition to the estimates above.

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Addendum: Expanded Case Study Materials Shown here are more design and presentation deliverables for projects. We understand that the Cities are interested in seeing a complete set of deliverables. Because of length, we have included these on attached flash drives: Downtown Berkeley Branding presentations, Brand Style Guide and Marketing Plan.

A New Brand for Downtown Berkeley, California

Developing a new brand that unifies the assets and stakeholders of the Downtown and provides a focused marketing strategy to draw new business and visitors When the Downtown Berkeley Association took the big step of creating a funding source through a private business improvement district (PBID), they showed that they were committed to a new vision for Downtown Berkeley to both attract more consumers and bring in new businesses. RadiantBrands was hired to bring this brand to life with a new Downtown image, messaging and marketing strategy. Through a 4-month process of interviews, surveys and research, Radiant developed a new look that reflected the energy and focus of the new Downtown. The final result was a contemporary new logo with the tagline “it starts here” and supporting messaging “taste, create, experience.” This new branding brought together the current assets of the Downtown arts and theater district as well as the innovation and creativity of new startups, the University and area restaurants. The final result was a successful launch on April 3, 2012 with a packed event of over 300 attendees at the Shattuck Plaza Hotel. The campaign includes a range of new branded materials, website, multimedia show and advertising for the Downtown and an integrated marketing strategy that allows businesses, restaurants, theaters and the University to extend the brand message into their marketing and advertising, amplifying the value of the brand. Scope of Work - Research: Individual Interviews, online surveys - Messaging and naming - Brand design and creative, brand style guide - Marketing plan - Website and social media elements - Multimedia show - Advertising

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

84 outdoor banners were created as part of the urban streetscape We also scripted and produced a 4.5-minute video announcing the new Downtown brand to build energy and awareness. Link to Youtube Video: http://www.youtube.com/watch?v=OTLdZPT8Gw8

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Advertising for the new brand

Bringing People Back to Oakland’s Downtown

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Marketing directly to developers for new housing in downtown The Oakland 10k project was a multi-year program to bring new residential construction to downtown Oakland. The program combined a range of developer incentives with marketing efforts to show the opportunities in the downtown. The Success of the program has brought not only new residents to downtown Oakland but also dozens of new restaurants, the restoration of the old Fox Theater and a new Whole Foods market. Scope of Work - Brand strategy, naming - Brand creative - Website - Signage - Collateral

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Branding a Bio-tech Hub: Aquatic Park Campus

http://www.warehamdevelopment.com/ Aquatic Park Campus has life science tenants in 18 buildings located on a 14-acre campus The challenge was to create a strong place brand and an improved identification system for the Aquatic Park Center to identify the 14 properties as part of one campus. The project included a distinctive logo, color system, signage/banners and orientation maps. The goal of the project was to portray the size, connection and scope of the Wareham Aquatic Park Center properties to current tenants, future tenants, visitors and the community at large. Radiant developed a new logo, a color palette and a branding guide for applications to collateral, website and for real estate brokers to use in ads. The branding and marketing targets bioscience and alternative fuel start-ups. Scope of Work - Marketing research - Brand strategy - Brand creative, signage, collateral

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com


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January 9, 2013 San Diego North County Cities Branding Initiative

Business Recruitment Branding Greg Reuel and GCR Marketing Network have been involved in working with over 30 cities and economic development corporations in 5 states on branding campaigns similar to the Santee project that are directed towards business recruitment.

2030 Fifth Street, Berkeley, CA 94710 /// 510.843.0701 /// radiantbrands.com

San Diego North County Branding Proposal  

RadiantBrands San Diego North County Branding Proposal

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