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Acton <br />Lastly, North Star maps out a must -do strategic action and communications plan following your <br />brand's development. This plan comprises the fundamental action steps that ensure the brand gains <br />traction and maintains momentum. Many of these tasks involve setting up the organization and <br />cooperation that will propel your brand forward. Our goal—and yours—is to make sure that the Paris <br />brand is the guiding principle for your future, not just a logo and line on your letterhead. <br />" , mmiiii ifty G':;moii 11111 n11,111[ P & V ouIII I.Pt GuIda ce. The first and most important audience for your brand <br />and eventual campaign is your resident base. To educate them on the process, the outcome and the <br />opportunity the new brand creates, North Star will prescribe a community rollout plan that details the <br />brand and campaign to all interested stakeholders and residents so that they can see, understand, and <br />embrace it before the wider marketplace launch. This will include engaging those who sign up on the <br />Community Engagement Website to be Brand Ambassadors. <br />Biand cflori qu:: e & These are high -impact and custom ideas (up to 7) designed to raise the profile <br />of the new Paris brands and bring them to life in every corner of your community. Many of these <br />ideas involve setting up the organizations and cooperation that will propel your brand forward, while <br />others serve as inspiration for brand adoption in creative and unique ways. <br />Economic Development (marketing, communications, training, outreach, resources, etc. <br />all specifically related to economic development.) <br />Private Sector (ideas and tools to engage businesses and private sector organizations.) <br />n Education (programs with the school district, small business/entrepreneur mentoring, <br />education for front-line hospitality staff, etc.) <br />Arts (public art campaigns, partnerships with art organizations, art contests, artists -in - <br />residence programs.) <br />Sports (tournaments, events, youth sports, etc.) <br />Events (any organized activity that ties back to the brand ranging in scope from festivals to <br />health fairs to career counseling to community clean-up days.) <br />Festivals (repackage existing events/festivals or develop new ones that connect to your <br />brand strategy.) <br />Tourism (marketing, communications, training, products, packaging, merchandise, etc... <br />all specifically related to tourism.) <br />Environmental Applications (look at your community as if it were a canvas.) <br />Awards (civic awards, organizational awards, etc.) <br />b Policy (laws or measures that support the brand strategy.) <br />SEO (strategies to increase the visibility of your brand's digital elements via best practices <br />online.) <br />Health (community health programs, school-based health initiatives, business -based health <br />initiatives, hospital and health care agency partnerships.) <br />Master Planning (design and development of infrastructure and support systems consistent <br />with the brand strategy) <br />ubl , p:: 11 iu:uPu SlrWa r,p A critical deliverable of Phase III is the activation plan to bring the new <br />Paris brands to the marketplace. Inspired by your brand strategy, North Star will develop a <br />comprehensive public relations strategy following this general framework: <br />Q Business and communications goals <br />Target audiences and key insights <br />Key messaging <br />Integrated communications strategy (earned, shared and owned channels) <br />Integrated communications tactics (earned, shared and owned channels) <br />Crisis communications approach <br />High-level execution timeline <br />Program measurement and evaluation <br />