Reso 1997-091 to 095 - Laserfiche WebLink

Home

EXHIBIT A SCOPE OF SERVICES Contractor shall develop a Strategic Marketing Plan, create a City identity/logo, and design, produce, and print an initial marketing brochure. Strategic Marketing Plan The Strategic Marketing Plan will assist in building an awareness of the opportunities and benefits available to businesses and residents in San Leandro. Primary goals of the Marketing Plan include: developing an appropriate image for the City of San Leandro and communicating the image both within and beyond the City's borders; generating inquiries of businesses for relocation or expansion within San Leandro. In the process of developing the Strategic Marketing Plan Contractor will: o Interview a minimum of 25 San Leandro stakeholders from key sectors of the San Leandro community including but not limited to: City Council members, EDAC members, School Board members and administrative staff, industry leaders, business association representatives, commercial/industrial/residential brokers, and home owners associations. Contractor will produce a summary and analysis of interview results. o Produce a report that builds on and updates San Leandro's strengths and weaknesses as identified in the City's. Economic Development Strategy. o Develop a new City icon or logo which will serve as the visual articulation of San Leandro's market positioning and differentiate San Leandro from its competition within the East Bay. o Identify a set of target audiences including but not limited to: existing businesses, prospective industries (industrial, commercial, and retail), existing residents and potential residents and will identify geographical areas most likely to supply prospective leads. o Develop a series of marketing messages linked to each targeted audience. o Develop marketing strategies for each targeted audience. o Identify the frequency at which marketing strategies should be implemented. Exhibit A Page 1 of 2