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San Leandro Branding & Marketing Strategy March 7, 2011 individuals who represent the various and diverse business sectors in our community, we plan to assess the City's strengths, weaknesses, opportunities and threats, review and update the vision, prioritize messages and identify the important elements of San Leandro's brand and the audiences to target. The Placemaking Group has been retained to facilitate a business working group, gather surveys of consumers, businesses, brokers and visitors, and to create a Branding and Marketing Strategy. Based upon input from the Business and Housing Development Committee and comments from the City Council, a working group consisting of City staff, five Chamber participants and two individuals identified by each Councilmember has been identified. • City staff— Luke Sims, Cynthia Battenberg, Jeff Kay, Caryn Wegerbauer • Chamber — Hank Sullivan, John Johnson, Gaye Quinn, John Gooding, Gordon Galvan • Mayor Cassidy — Jenny Linton, Fred Reicker • Vice Mayor Reed — Dan Dillman, Charles Gilcrest • Pauline Cutter — Larry Allphin, Tim Holmes • Michael Gregory — Robbin Beebe, Helen Lee - Takaki • Jim Prola — Audrey Velasquez, Jeff Starkovich • Diana Souza — Debra Lambert, Paul Woycheshin • Joyce Starosciak — Susan and Cartier Lee • • At the February 22, 2011 City Council meeting, it was the consensus of the City Council that three additional members be added for consideration. The proposal included the addition of one representative from each of the three Chamber's business councils — African American, Asian and Latino. Once staff receives direction from the City Council on working group membership, the members will be polled to determine the best meeting days and times. A total of three approximately three -hour meetings are planned. City Council Committee Review and Action On January 13, 2011, the Business and Housing Development Committee approved entering into a consulting services agreement with The Placemaking Group at a cost not to exceed S10,000 for facilitation of a business working group and the development of a Branding and Marketing Strategy. CONCLUSION The composition of the San Leandro Branding and Marketing working group is being brought to the City Council for discussion and direction. Staff recommends that the City Council affirm the selection of the individuals listed above and add three additional members; one representative to be identified by each of the three Chamber business councils. G: \OBD \Files EDA \Branding & Marketing 2010 \Working Group Rpt to Council 3- 7- 11.docx