10A Action 2009 0302 - Laserfiche WebLink

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EXHIBIT A SCOPE OF SERVICES 2009.10 MARKETING PLAN AND BUDGET OVERVIEW Downtown San Leandro is seeking to reposition the downtown district so as to benefit from the emerging trade area, the planned Transit Oriented Development, and to further develop its established community foundation. With collaborative efforts from many organizations, Downtown San Leandro will position itself as a destination oriented downtown. With existing infrastructure and the proximity to BART, the efforts will attract not only the local trade area, but also surrounding communities and visitors. GOALS 8~ OBJECTIVES The immediate goals for 2009 are to continue the implementation of the "I Am San Leandro" campaign to further promote awareness of the leasing opportunities available in Downtown San Leandro. With a new identity established in 2008 and capital investment which supports a more pedestrian friendly downtown, Downtown San Leandro will further establish itself as acommunity-gathering place. The "I Am San Leandro" campaign will continue as the foundation for advertising, press releases, brochures, community events, and the website. It is our objective to position Downtown San Leandro as the primary market area's best and most diverse resource for quality merchandise and services emerging within the next few years to prospective tenants and to work with interested property and business owners to provide the specialty retail experiences desired by the community. MARKETING STRATEGIES • Focus marketing efforts on making the community and surrounding trade areas aware of the developments within Downtown San Leandro to promote a "buzz". • Support ownership, tenants, community organizations, and city members to maintain marketing positioning in all presentations to the public. • Develop and rollout a cohesive, consistent promotion and advertising program which creates public awareness of the new image of Downtown San Leandro as a community focused, third place, for family and friends to gather in a safe and entertaining environment. • Position Downtown as a place where San Leandro residents and visitors, as well as members of other communities, identify with and form a relationship. • Build upon the existing foundation of San Leandro to specifically promote within the marketing campaign that Downtown San Leandro encourages and promotes business and community. • Reflect renovations and developments within the Downtown San Leandro to maximize leasing potential. POSITIONING There are certain existing factors that contribute to the positioning of Downtown San Leandro as the premier downtown shopping, restaurant, and community experience. These factors will benefit Downtown Consulting Services Agreement between February 1, 2009 The Redevelopment Agency of the City of San Leandro and Main Street Property Services, Inc.--Exhibit A Page 1 of -14