15 - Professional Services Agreement with North Star Place Branding & Marketing

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touchstone foreverythiOgiOyoU[City-from marketing to infrastructure to policy. Assuch, the heart of any truly impactful brand is a research -driven and authentic DNA Definition. Once identified, this DNA Definition can drive consistent and powerful communications, streamline brand development, shape experiences, impact your environment and more. Because this DNA is central to Paris, it has the capacity to drive a uniform brand with flexibility for all of your departments, partners, initiatives and campaigns. Think Dfbthis way: All the players in the branding initiative are like the sections in an orchestra - different instruments, different sounds, even different sheet music. The Paris DNA is the score that brings the diverse contributions of all these sections together into something harmonious and [n8Bn|nAfU|. One of the most valuable skills North Star brings to the branding table is an understanding of how to best navigate the political waters that surround a project. We know when projects can derail, how to maneuver difficult political situations and whom to include in the process. With this in mind, have developed strategies for sidestepping potential problems and keeping your branding initiative course. I Inclusiveness and early understanding are critical to the smooth implementation of a community brand. Educating your residents, businesses and stakeholders on the purpose, process and the possibility of a brand early is the first step in achieving buy -in from these important audiences. Specific attention must b8given toyour steering committee tVensure that the leaders Ofthis initiative share a vision for the pU[pO9e' desired OUtCO[Des. and 8CC0Dlp|iShOOentS of this project. North Star has created 8narray Ofeducational tools designed tOincrease understanding ofand support for the Paris branding initiative. To that 8Od' we provide: Educafloma| �ieseMaflon, Live PowerPoint presentation (during the in -market trip) to your steering committee as well as private and public sector stakeholder groups (determined and assembled by you) for purposes of educating and furthering buy -in of community branding. This is not a canned presentation. We will collaborate with Paris to determine who your audiences are and what you want to convey. Then we will craft the presentation to meet those goals. This presentation can also be given in a public'town hall'forum to engage the community in the process and to gather initial feedback from the public regarding opportunities tOrebrand. EducaUom8|&te/Brand Shoiy &tp"This site serves @S8Donline tool k}direct traffic OfParis r8Sd9nk8 and 3t8k9hQ|Ue[S interested in learning more about the project, getting involved in the research stage or becoming a champion after the launch of the new brand. Here is an example of a live educational site for Johnson City, TN: �),rairii-,Uc coUip, North Star has identified the following research studies to help achieve Paris's visual branding goals. This compiled body of data points us in the direction we need to design your story and deliver quality outcome. You will notice both qualitative and quantitative studies included in this recommended matrix. North Star strongly advocates a mixed method approach to research because itwill tell you not just "Hovv'When, What, and VVhere'"but also "VVhy" Only through mixed methodology can your community obtain a true picture of where your brand is now, why, where it should be and how your preferred identity can best be accomplished. We believe research is thoroughly important t0understanding the Paris story.