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27 City of San Leandro | Economic Development Initiatives and Work Plan | May 2013 <br /> <br />growth. As other cities are added to the SL Dark Fiber network, it will be important for us to <br />find ways to work together in unprecedented ways, with a commitment to collaboration, <br />innovation and technology that will cross jurisdictional boundaries. <br />Accomplishments To-Date: <br />• The LSL loop is connected to telecoms, long haul carriers and data centers via BART <br />Telecommunications–a solid back bone infrastructure that is carried between the BART <br />tracks. <br />• The fiber loop is also connected to the Digital Realty Data center in Oakland’s Jack <br />London Square. <br />• Discussions are underway to connect the SL Dark Fiber loop to a variety of locations <br />throughout Alameda County. <br /> <br />Unfunded Activities and Programs to be Developed <br />Develop and Implement a Lit San Leandro Marketing Strategy – The completion of an MOU <br />with LSL will result in the need for a cooperative marketing strategy and implementation plan. <br />The elements of an effective marketing strategy should include: <br />• Goals: Defining the realistic goals of an effective LSL strategic marketing plan. <br />• Target Market: Identify existing and potential LSL customers and their needs. With this <br />information, LSL will work to address these needs more thoroughly or successfully than <br />the competition. <br />• SWOT Analysis: Thoroughly identify LSL’s Strengths, Weaknesses, Opportunities and <br />Threats for each target market. The results of this analysis guide the marketing strategy. <br />• Message: The business should stand apart from the competition by communicating a <br />consistent marketing message. This will convey LSL’s unique stature as a business that <br />will offer more and/or better service and a higher-quality product than the competition. <br />• Activities: Perform various tasks and activities to educate LSL’s target market about its <br />services. These activities, which will build on LSL’s strengths and the needs of the target <br />market, include advertising, public relations, Internet networking, exhibitions, or other <br />events, and use of print media. <br />At present there is no budget to hire a marketing specialist to develop an effective and <br />consistent marketing strategy, and there is no budget to perform the activities required by an <br />effective marketing plan. <br />