15 - Professional Services Agreement with North Star Place Branding & MarketingNo. 15
Memorandum
TO: Mayor, Mayor Pro Tem & City Council
FROM: Grayson Path, City Manager
Maureen Hammond, Executive Director, Paris Economic Development Corp.
Paul Allen, President, Lamar County Chamber of Commerce
SUBJECT: Professional Services Agreement
North Star Place Branding and Marketing
DATE: February 14, 2022
BACKGROUND:
In early 2021, Maureen Hammond approached Paul Allen and myself with a concept of developing
a unified marketing program for the Paris Economic Development Corporation (PEDC), Lamar
County Chamber of Commerce (LCCC) and the City of Paris. In our experience, we agreed that
when developers and interested parties see a unified approach by our three entities, it tells them
from the beginning that we are on the same page.
A unified marketing project would include unified logos, messaging and marketing strategies.
These can still be customized for each entity, but they share unified elements that link all three
entities together. This will greatly assist us when it comes to marketing for primary and secondary
jobs. It also helps show internally and externally that our three entities are indeed working in the
same direction. While we have unique charges to fulfill, all three entities align for the purpose of
making Paris and Lamar County a great place to live, work, play and do business.
At the October 25, 2021 City Council Meeting, the City Council authorized the City Manager to
work with Ms. Hammond and Mr. Allen to issue an RFP seeking qualified consultants who possess
the expertise needed for this project. This project will require a significant amount of research and
creativity, as well as a strategy for community engagement, all of which points to the need for a
qualified consultant.
STATUS OF ISSUE:
The City, PEDC, and LCCC worked together to issue this RFP. A total of nine (9) responses were
reviewed with five (5) being selected for presentation and interview. A steering committee
consisting of the following individuals met and heard these presentations:
- Reginald Hughes, Mayor Pro Tem, City Council Member District 2
- Mihir Pankaj, City Council Member District 4
- Dr. A.J. Hasmi, PEDC Board
- Stephen Terrell, PEDC Board
- Jay Hodge, Chairman, LCCC Board
- Vicki Ballard, Vice -Chairwoman, LCCC Board
- Maureen Hammond, Executive Director, PEDC
- Paul Allen, President, LCCC
- Grayson Path, City Manager
After careful consideration, The Burdette Agency, Inc., d/b/a North Star Place Branding &
Marketing ("North Star") was selected for final negotiation. North Star has an impressive
background and their scope of service resonated with the steering committee. We are very
confident that North Star will do an excellent job assisting our three entities with our intended
goals. The Steering Committee was an excellent example of the intent of our mission — a unified
partnership between the PEDC, LCCC and City. All members expressed how impressed and
excited they were to see us work so well together on such an important project as this.
Ms. Hammond, Mr. Allen, Stephanie Harris and I have worked with North Star to negotiate the
attached Professional Services Agreement and Scope of Service. This is estimated to be a 35 week
long project, the detailed timeline is found on p.17 of the scope of service.
For practical purposes, only one contract will be signed. The City Manager is recommending that
the City be the signing party on behalf of the PEDC and LCCC. Therefore, the contract will be
with the City of Paris directly, but we will work hand-in-hand with the PEDC and LCCC to
implement this project. As an example, Ms. Hammond will be the primary lead on this project
with Mr. Allen and myself providing constant support and assistance every step of the way.
The City Council is the first of the three partnering entities to see this agreement. Therefore it will
be the City Manager's recommendation that the City Council approve this professional services
agreement and authorize him to sign, contingent upon the PEDC Board and LCCC Board (both of
whom are meeting in the very near future) meeting and agreeing to the partnership and North Star
Scope of Services. Once that is achieved, the City Manager will sign and the project will start.
BUDGET:
The agreement is set for $85,000.00. The PEDC, LCCC and City will split this cost evenly,
therefore the City's share of the expense will be $28,333.34. This was not budgeted for, but City
Staff are confident that we can find the room to fit it in, but even if that becomes difficult, this
project is of such a high priority and potential long term positive impact to all three partnering
entities that it should still be pursued. The City will be responsible for paying North Star, therefore
we will show an $85,000.00 expense to our budget, but the PEDC and LCCC will reimburse the
City for their share of the expense.
OPTIONS:
1. Approve the Professional Services Agreement with North Star Place Branding and
Marketing and authorize the City Manager to sign once final approval of the Scope of
Service is given by the PEDC Board and LCCC board.
2. Reject the Agreement and/or request additional information or edits.
RECOMMENDATION:
1. Approve the Professional Services Agreement with North Star Place Branding and
Marketing and authorize the City Manager to sign once final approval of the Scope of
Service is given by the PEDC Board and LCCC board.
Professional Services Contract
THIS CONTRACT is entered into on this the 14th day of February, 2022, by
and between the CITY OF PARIS, TEXAS, a municipal corporation located in
Lamar County, Texas (hereinafter referred to as "CITY"), acting by and through
its City Manager or his designee, and THE BURDETTE ANGENCY, INC., d/b/a
NORTH STAR PLACE BRANDING & MARKETING ("hereinafter referred to as
"CONSULTANT"), whose address is 1023 Kings Ave., Jacksonville, FL 32207.
WITNESSETH:
WHEREAS, CITY desires to obtain professional services from CONSULTANT for
creation of branding materials; and
WHEREAS, CONSULTANT is a branding consulting firm qualified to provide such
services and is willing to undertake the performance of such services
for CITY in exchange for fees hereinafter specified;
NOW, THEREFORE,
THAT IN CONSIDERATION of the covenants and agreements hereinafter
contained and subject to the terms and conditions hereinafter stated, the parties
hereto do mutually agree as follows:
I.
Employment of Consultant
CONSULTANT will perform as an independent contractor all services under
this Contract to the prevailing professional standards consistent with the
professional level of care and skill ordinarily provided by competent members of
the branding and advertising profession.
II.
Scope of Services
CONSULTANT shall perform such services as are necessary to provide a
"BrandPrintTM" for the CITY specifically including, but not necessarily limited to,
the tasks and materials enumerated more fully in Attachment "A" hereto entitled
"Scope of Work" (hereafter referred to as the "Project"). Attachment "A" is hereby
incorporated herein by reference and made a part hereof as if written word for
word. In case of conflict in the language of Attachment "A" and this Contract, the
terms and conditions of this Contract shall be final and binding upon both parties
hereto.
Pa ment for Services
Total payment for services described herein shall be a sum not to exceed
Eighty-five Thousand and No/100 Dollars ($85,000.00). This total payment for
services includes CONSULTANT's expenses. CONTRACTOR represents that it
can complete the Project within four hundred and forty-three (443) hours.
CONTRACTOR will bill for any additional requests for services made by CITY over
and above the provision of the Project documents at the rate of $185.00 per hour,
but will not undertake any such services without the prior written approval of CITY.
CITY will pay CONSULTANT said $85,000.00 fee in equal monthly
installments of $9,500.00 for a period of 7 months and shall pay the remaining
balance of $18,500.00 upon completion of the project. The first such installment
shall be due on the 28th day of February, 2022, with like installments being due
on the 28th day of each of the succeeding 6 months. To aid CITY in processing
each installment, each month, CONSULTANT will submit to CITY an invoice for
that month's installment of $9,500.00 within 10 days of the date said installment
becomes due and owing.
Nothing contained in this Contract shall require CITY to pay for any work
that is unsatisfactory as determined by CITY or which is not submitted in
compliance with the terms of this Contract, nor shall failure to withhold payment
pursuant to the provisions of this section constitute a waiver of any right, at law
or in equity, which CITY may have if CONSULTANT is in default, including the
right to bring legal action for damages or for specific performance of this Contract.
Waiver of any default under this Contract shall not be deemed a waiver of any
subsequent default.
IV.
Revisions of the Scope of Services
CITY reserves the right to revise or expand the scope of services after due
approval by CITY as CITY may deem necessary, but in such event CITY shall pay
CONSULTANT equitable compensation for such services. In any event, when
CONSULTANT is directed to revise or expand the scope of services under this
Section of the Contract, CONSULTANT shall provide CITY a written proposal for
the entire cost involved in performing such additional services. Prior to
CONSULTANT undertaking any revised or expanded services as directed by CITY
under this Contract, CITY must authorize in writing the nature and scope of the
services and accept the method and amount of compensation and the time
involved in all phases of the Project.
It is expressly understood and agreed by CONSULTANT that any
compensation not specified in Paragraph III hereinabove may require approval by
the City Council and is subject to the current budget year limitations.
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V.
Term
This Contract shall begin on the date first written above and shall terminate
when CITY has approved the Project as being final or this Contract is otherwise
terminated as provided herein.
VI.
Contract Termination Provision
This Contract may be terminated at any time by either party for any cause
by providing the other party fifteen (15) days written notice of such termination.
Upon receipt of such notice, CONSULTANT shall immediately terminate working
on, placing orders, or entering into contracts for supplies, assistance, facilities or
materials in connection with this Contract and shall proceed to promptly cancel all
existing contracts insofar as they are related to this Contract. If CITY terminates
the Contract prior to delivery of the Project, CITY will remain responsible for
payment of all hours involved in the prepration of the Project prior to said
termination at a rate of $185.00 per hour. CITY will also be responsible for
payment of any outside costs incurred prior to the termination including costs of
materials ordered or delivered thereafter if CONSULTANT is unable to halt such
delivery. Under no circumstance shall either party be obligated to breach any
lawful contractual commitments to third parties.
VII.
Ownership of Documents
In the event either party exercises its right to terminate the Contract, or the
Contract terminates by its terms upon acceptance of the Project by CITY,
CONTRACTOR shall within fifteen (15) days transfer, assign, and make available
to CITY or its representatives, with no restrictions on future use, all property and
materials in its possession or control belonging to CITY and paid for by CITY
including all materials completed and in progress as of the effective date of the
termination. Said materials shall become the sole property of CITY. In the event
that the material the subject of this Contract is copyrightable subject matter, the
parties agree that for the purposes of the Contract, the material shall be a work
made for hire and the property and the property of the CITY. In the event that the
material which is the subject of this Contract is not copyrightable subject matter,
or is for any reason determined not to be a work made for hire, then in such event
CONTRACTOR hereby assigns all right, title, and interest to said material to CITY.
CONSULTANT shall have no liability for changes made to any materials or other
documents by others subsequent to the completion of the Contract.
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VIII.
Cooperation of CITY Confidentiality,of Information and Trademark
CITY agrees to cooperate with CONTRACTOR in the performance of the
services contracted herein, including meeting with CONTRACTOR and providing
CONTRACTOR with such non -confidential information that the CITY may have
that may be relevant and helpful to CONTRACTOR's performance hereunder.
CONSULTANT hereby acknowledges and agrees that its representatives
may have access to or otherwise receive information during the furtherance of its
obligations in accordance with this Contract which is of a confidential, non-public,
or proprietary nature. CONSULTANT shall treat any such information received in
full confidence and will not disclose or appropriate such Confidential Information
for its own use or the use of any third party at any time during or subsequent to
this Contract. As used herein, "Confidential Information" means all oral and
written information concerning City of Paris, its affiliates and subsidiaries, and all
oral and written information concerning CITY or its activities, that is of a non-
public, proprietary, or confidential nature including, without limitation, information
pertaining to customer lists, services, methods, processes and operating
procedures, together with all analyses, compilation, studies or other documents,
whether prepared by CONSULTANT or others, which contain or otherwise reflect
such information. The term "Confidential Information" shall not include such
materials that are or become generally available to the public other than as a
result of disclosure of CONSULTANT, or are required to be disclosed by a
governmental authority.
With respect to any information provided by CONTRACTOR to CITY,
CONTRACTOR acknowledges that CITY is a political subdivision of the State of
Texas and is therefore subject to the requirements of the Texas Public Information
Act.
CITY shall not republish or reproduce in any way stock photography or
typography used for the demonstration of creative concepts without first
negotiating usage rights with the appropriate stock image or typography provider.
To ensure that the recommended strapline (tagline) is available for use and
capable of being trademarked, CONTRACTOR shall conduct a trademark
registration search with the United States Patent and Trademark Office via their
website: . �i rri CONTRACTOR will report
any records found relating to the strapline. The pursuit of an official, legally
binding trademark is the responsibility of CITY. Concepts, logos, and straplines
not selected by CITY remain the intellectual property of CONTRACTOR.
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Ix.
Insurance Re uirements
A. Before commencing work, the consultant shall, at its own expense, procure,
pay for and maintain during the term of this Contract the following insurance
written by companies approved by the State of Texas and acceptable to the
City of Paris. The consultant shall furnish to the City Clerk certificates of
insurance executed by the insurer or its authorized agent stating coverages,
limits, expiration dates and compliance with all applicable required
provisions. Certificates shall reference the project/contract and be
addressed as follows:
City of Paris
150 SE First St
Paris TX 75460
1.. Professional Liability Insurance to provide coverage against any
claim which the consultant and all consultants engaged or employed
by the consultant become legally obligated to pay as damages arising
out of the performance of professional services caused by error,
omission or negligent act with minimum limits of $1,000,000 per
claim, $1,000,000 annual aggregate.
B. All insurance shall be purchased from an insurance company that meets a
financial rating of B+VI or better as assigned by A.M. Best Company or
equivalent.
C. The CONSULTANT shall notify CITY in writing at least thirty (30) days prior
to CONSULTANT cancelling or making any material change to any
coverage(s) provided in, or through, the insurance policies required under
this Section VIII. Failure by CONSULTANT to provide CITY the notice
required hereunder may, in the sole discretion of CITY, be deemed a
material breach of this Agreement.
X.
Right to Ins ect Records
CONSULTANT agrees that CITY shall have access to and the right to
examine any books, documents, papers and records of CONSULTANT involving
transactions relating to this Contract. CITY shall give CONSULTANT reasonable
advance notice of intended audits.
CONSULTANT further agrees to include in subcontract(s), if any, a
provision that any subcontractor agrees that CITY shall have access to and the
right to examine any directly pertinent books, documents, papers and records of
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North Star Place Branding & Marketing Page 5 of 13
such sub -contractor involving transactions to the subcontract. CITY shall give
any such sub -contractor reasonable advance notice of intended audits.
XI.
Successors and Assi ns
CITY and CONSULTANT each bind themselves and their successors,
executors, administrators and assigns to the other party to this contract and to the
successors, executors, administrators and assigns of such other party in respect
to all covenants of this Contract. Neither CITY nor CONSULTANT shall assign or
transfer its interest herein without the prior written consent of the other.
XII.
CONSULTANT's Liability
Acceptance of the final work products by the CITY shall not constitute nor
be deemed a release of the responsibility and liability of CONSULTANT.
XIII.
INDEMNIFICATION
CONSULTANT DOES HEREBY COVENANT AND CONTRACT TO WAIVE
ANY AND ALL CLAIMS, RELEASE, INDEMNIFY, AND HOLD HARMLESS THE
CITY, ITS CITY COUNCIL, OFFICERS, EMPLOYEES, AND AGENTS, IN BOTH
THEIR PUBLIC AND PRIVATE CAPACITIES, FROM AND AGAINST ALL
LIABILITY, CAUSES OF ACTION, CITATIONS, CLAIMS, COSTS, DAMAGES,
DEMANDS, EXPENSES, FINES, JUDGMENTS, LOSSES, PENALTIES OR
SUITS, WHICH IN ANY WAY ARISE OUT OF, RELATE TO, OR RESULT FROM
CONSULTANT'S PERFORMANCE UNDER THIS CONTRACT AND WHICH ARE
CAUSED BY THE INTENTIONAL WRONGFUL ACTS OR NEGLIGENT ACTS OR
OMISSIONS OF CONSULTANT OR CONSULTANT'S SUBCONTRACTORS AND
THE OFFICERS, AGENTS OR EMPLOYEES OF EITHER CONSULTANT OR
CONSULTANT'S SUBCONTRACTORS (THE "INDEMNIFIED ITEMS")
SUBJECT TO THE LIMITATIONS IN TEXAS LOCAL GOVERNMENT CODE §
271.904 AND TEXAS CIVIL PRACTICE AND REMEDIES CODE, § 130.002(B).
BY WAY OF EXAMPLE, THE INDEMNIFIED ITEMS MAY INCLUDE
INTELLECTUAL PROPERTY INFRINGEMENT OR FAILURE TO PAY A
SUBCONTRACTOR OR SUPPLIER.
INDEMNIFIED ITEMS SHALL INCLUDE REASONABLE ATTORNEYS'
FEES IN PROPORTION TO THE CONSULTANT'S LIABILITY AND COSTS,
COURT COSTS, AND SETTLEMENT COSTS. INDEMNIFIED ITEMS SHALL
ALSO INCLUDE ANY EXPENSES, INCLUDING REASONABLE ATTORNEYS'
FEES AND EXPENSES, INCURRED BY AN INDEMNIFIED INDIVIDUAL OR
ENTITY IN ATTEMPTING TO ENFORCE THIS INDEMNITY.
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XIV.
Inde endent Contractor
CONSULTANT's status shall be that of an Independent Contractor and not
an agent, servant, employee or representative of CITY in the performance of this
Contract. No term or provision of or act of CONSULTANT or CITY under this
Contract shall be construed as changing that status. CONSULTANT will have
exclusive control of and the exclusive right to control the details of the work
performed hereunder, and shall be liable for the acts and omissions of its officers,
agents, employees, contractors, and subcontractors and the doctrine of
respondeat superior shall not apply as between CITY and CONSULTANT, its
officers, agents, employees, contractors, and subcontractors, and nothing herein
shall be construed as creating a partnership or joint enterprise between CITY and
CONSULTANT.
XV.
Default
If at any time during the term of this Contract, CONSULTANT shall fail to
commence the work in accordance with the provisions of this Contract or fail to
diligently provide services in an efficient, timely, and careful manner and in strict
accordance with the provisions of this Contract or fail to use an adequate number
or quality of personnel to complete the work or fail to perform any of its obligations
under this Contract, then CITY shall have the right, if CONSULTANT shall not
cure any such default after fifteen (15) days written notice thereof, to terminate
this Contract. Any such act by CITY shall not be deemed a waiver of any other
right or remedy of CITY. If after exercising any such remedy due to
CONSULTANT's nonperformance under this Contract, the cost to CITY to
complete the work to be performed under this Contract is in excess of that part of
the Contract sum which has not theretofore been paid to CONSULTANT
hereunder, CONSULTANT shall be liable for and shall reimburse CITY for such
excess. CONSULTANT'S liability under this provision shall be limited to the total
dollar amount of this Contract.
CITY's remedies for CONSULTANT's default or breach under this Contract
shall be one or more of the following remedies which may be exercised separately
or in combination at CITY's sole exclusive choice:
(a) Specific performance of the Contract;
(b) Re -performance of this Contract at no extra charge to CITY; or,
(c) Monetary damages in an amount not to exceed the greater of:
(1) The amount of any applicable insurance coverage
CONSULTANT is required to purchase and maintain under this
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Contract plus any deductible amount to be paid by CONSULTANT in
conjunction with said coverage regardless of whether CONSULTANT
has actually purchased and maintained said coverage; or,
(2) The total dollar amount of this Contract.
The terms of Sections VIII entitled Coo eration of CITY Confidentialit of
Information and Trademark and XIII entitled Indemnification shall survive
termination of this Contract.
XVI.
Changes
CITY may, from time to time, require changes in the scope of services to be
performed under this Contract. Such changes as are mutually agreed upon by
and between CITY and CONSULTANT shall be incorporated by written
modification to this Contract.
XVII.
Conflict of Interest
CONSULTANT covenants and agrees that CONSULTANT and its
associates and employees will have no interest, and will acquire no interest, either
direct or indirect, which will conflict in any manner with the performance of the
services called for under this Contract. All activities, investigations and other
efforts made by CONSULTANT pursuant to this Contract will be conducted by
employees, associates or subcontractors of CONSULTANT,
XIII.
Maillina Address
All notices and communications under this CONTRACT to be mailed to CITY
shall be sent to the address of CITY's agent as follows, unless and until
CONSULTANT is otherwise notified:
City Manager
City of Paris
Post Office Box 9037
Paris, Texas 75461
Notices and communications to be mailed or delivered to CONSULTANT
shall be sent to the address of CONSULTANT as follows, unless and until CITY
is otherwise notified:
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Will Ketchum
North Star Placed Branding & Marketing
1023 Kings Ave.
Jacksonville, Florida 32207
Any notices and communications required to be given in writing by one party
to the other shall be considered as having been given to the addressee on the
date the notice or communication is posted, faxed or personally delivered by the
sending party.
XIX.
A licable Law
The CONTRACT is entered into subject to the Paris City Charter and
ordinances of CITY, as same may be amended from time to time, and is subject
to and is to be construed, governed and enforced under all applicable State of
Texas and federal laws. CONSULTANT will make any and all reports required
per federal, state or local law including, but not limited to, proper reporting to the
Internal Revenue Service, as required in accordance with CONSULTANT's
income. Situs of this Contract is agreed to be Lamar County, Texas, for all
purposes, including performance and execution.
XX.
Several]
If any of the terms, provisions, covenants, conditions or any other part of
this Contract are for any reason held to be invalid, void or unenforceable, the
remainder of the terms, provisions, covenants, conditions or any other part of this
Contract shall remain in full force and effect and shall in no way be affected,
impaired or invalidated.
XXI.
Rpmpclipc
No right or remedy granted herein or reserved to the parties is exclusive of
any other right or remedy herein by law or equity provided or permitted; but each
shall be cumulative of every other right or remedy given hereunder. No covenant
or condition of this Contract may be waived without written consent of the parties.
Forbearance or indulgence by either party shall not constitute a waiver of any
covenant or condition to be performed pursuant to this Contract.
XXII.
Entire A reement
This Contract embodies the complete agreement of the parties hereto,
superseding all oral or written previous and contemporaneous agreements
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between the parties relating to matters herein, and except as otherwise provided
herein cannot be modified without written agreement of the parties.
XXIII.
Non -Waiver
It is further agreed that one (1) or more instances of forbearance by CITY
in the exercise of its rights herein shall in no way constitute a waiver thereof.
XXIV.
Headings
The headings of this Contract are for the convenience of reference only and
shall not affect any of the terms and conditions hereof in any manner.
XXV.
Venue
The parties to this Contract agree and covenant that this Contract will be
enforceable in Paris, Texas; and that if legal action is necessary to enforce this
Contract, exclusive venue will lie in Lamar County, Texas.
XXVI.
No Third Partv Beneficiar
For purposes of this Contract, including its intended operation and effect,
the parties (CITY and CONSULTANT) specifically agree and contract that: (1) the
Contract only affects matters/disputes between the parties to this Contract, and
is in no way intended by the parties to benefit or otherwise affect any third person
or entity notwithstanding the fact that such third person or entity may be in
contractual relationship with CITY or CONSULTANT or both; and (2) the terms of
this Contract are not intended to release, either by contract or operation of law,
any third person or entity from obligations owing by them to either CITY or
CONSULTANT.
IN WITNESS WHEREOF, the parties hereto have set their hands by their
representatives duly authorized on the day and year first written above.
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ATTEST:
Janice Ellis
City Clerk
APPROVED AS TO FORM:
STEPHANIE H. HARRIS
City Attorney
CITY OF PARIS
In
GRAYSON PATH
City Manager
Date Signed:
BURDETTE AGENCY, INC. D/B/A NORTH
STAR PLACE BRANDING & MARKETING
m
WILL KETCHUM
President
Date Signed:
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THE STATE OF TEXAS §
COUNTY OF LAMAR §
BEFORE ME, the undersigned authority, in and for said County, Texas, on this
day personally appeared GRAYSON PATH, City Manager of the CITY OF PARIS,
a Texas Municipal Corporation, known to me to be the person who's name is
subscribed to the foregoing instrument, and acknowledged to me that he has
executed the same on the City's behalf.
GIVEN UNDER MY HAND AND SEAL OF OFFICE, THIS THE
DAY OF , 20
Notary Public Lamar County, Texas
My commission expires
THE STATE OF FLORIDA §
COUNTY OF §
This instrument was acknowledged before me on the day of
.. 20 , by IT in his capacity as
President of Burdette Agency, Inc. D/B/A North Star Place Branding &
Marketing, a Florida Corporation, known to me to be the person whose name is
subscribed to the foregoing instrument, and acknowledged that she executed the
same on behalf of and as the act of Burdette Agency, Inc. D/B/A North Star
Place Branding & Marketing .
GIVEN UNDER MY HAND AND SEAL OF OFFICE, THIS THE
DAY OF , 20
Notary Public County, Florida
My commission expires
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ATTACHMENT "A"
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Mr. Chris Stout
Economic Development Associate
Paris Economic Development Corporation
1125Bonham Street
Paris, TX7540O
Mr. Stout,
Thank you for the opportunity to respond toyour RFP for Branding/Identity Development for the City of
Paris, Paris Economic Development Corporation (PEDC) and the Lamar County Chamber of Commerce
(LCCC). We would consider hen honor towork with you. This revised proposal is offered fO||OvviDg o
request from Maureen Hammond onJanuary 24.2O22.
After learning about your situation, we believe North Star is the ideal partner to help Paris achieve its visual
branding goals. As a leader in place branding, all of our work is focused on helping communities identify
their competitive strengths and leverage those strengths strategically, creatively, and tactically for the
purposes ofincreasing resident recruitment, cornnnUn|\y pride, visitation, and economic viability. Our
philosophy |Ssimple: Your brand should connect the soul ofwnurcommunity &Jthe heart ofyour
consumers. The process we use to realize that philosophy is much more complex, as it has been refined
and perfected over the past 20 years through partnerships with over 250 communities in 44 states.
Through our approach, vvevNUbe8ble0OUiecoverPahe'SoodmnunopOaUUoninQ'Ul8b8StuseOfresourcea
to leverage your equity in the brand, and the ideal creative identity to positively influence potential
residents, young families and businesses. In addition, we will provide guidance for you to coordinate and
deploy the brand across partners, city departments and among community stakeholders.
I would love to talk more with you regarding how North Star can help leaders in Paris as they shape the
community's identity. Please let me know if you have any questions regarding this proposal. Thank you
once again, and I look forward to hearing your thoughts.
Only the best,
IT1111 Ketchum I President
North Star Place Branding +Marketing
1U23Kings Ave.
Jacksonville, FL322O7
I
If you've never been greeted by a 'Bonjour!' with a bit of twang, then you've never been to Paris,
Texas. At the center of Lamar County in the northeast part of the state, Paris hangs its hat on
more than its replica of the Eiffel Tower: the city not only serves as the county seat, it is also a
center for industry and entertainment in the area. Companies big and small make Paris their
home, from Campbell's and Kimberly-Clark to the antique shops and restaurants in the historic
downtown. What's more, the city often plays host to seasonal and annual events that celebrate
food, culture, and community—proving there's no better way to put itself out there than with an
open invitation to residents and visitors from miles around.
As economic development leaders consider ways to make investment and entrepreneurship a
cornerstone of the city's future growth, they have a range of assets to feature as part of renewed
branding and marketing efforts. Both the City of Paris and Lamar County have demonstrated that
they are the right places for large-scale manufacturing and healthcare, for first-time business
owners and long-time shopkeepers. Meanwhile, the next generation of innovators and
contributors prepares to join the workforce in local schools and Paris Junior College. With that
foundation, the task is to combine the area's well-defined character with the opportunities and
potential that are evident in the community into an authentic, consistent brand across city and
county partner organizations. Soon, Paris will have residents, visitors, and businesses thinking
something ne w i n stea d of d6j6 vu.
'n��,,teE "" C' ' ' ' ' ty
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Our process combines a proven approach with customized creativity and out-of-the-box thinking
specific to your situation. It begins with detailed research and expert -driven strategy development.
Then it builds vivid brands in the real world through award-winning visual identity design and an action
plan implementable by your team (or with our assistance as needed) within your budget and timeline.
Given the many leaders and departments interested in a unified brand for Paris, our approach will
prove especially advantageous. Research and strategy will be paramount to reaching consensus
concerning the direction of the brand well before any decisions about creative elements are made. We
find that the strongest connections between a community and its brand are made when
everyone understands and supports the ideas that underlie the eventual logo. Thus, our process and
guidance is centered first on creating understanding and buy -in to a DNA and strategic platform. This
critical, foundational asset will outlive any campaign because it is the underlying truth and driving force
of your community. With consensus on it, the creative decisions that follow will be relatively simple for
your committee. Time and time again, we have learned that strategy unites and inspires partner
compliance and ultimately changes behavior
M
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The North Star team is comprised of knowledgeable professionals who specialize in research,
strategy, marketing, public relations, media and creative and have worked together on 50+ client
communities. All work will be performed by our in-house team.
0411 g wn I I 1cm IN I I [A [A of-IMN"I DO
C=dt,�icadoiri�Florida State University I MA, Southern Methodist University
,���Iatidck G4fld& �i
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)jecL GreatNie Directoli
With his background in history, passion for architecture, and love of a good
story, Patrick loves learning about the place he hasn't been, a town off the
beaten path, or the true heart of a city. Combine these qualities with his
love of strategy and design, and he is ready to distill all of this into design mark,
logos, straplines and narratives that are as authentic as the places they
represent. And he's got the awards to show it - dozens of Addys and an Effie for
marketing effectiveness. Patrick has even painted the art on our walls and
designed our offices spaces. He's a true Renaissance creative man. Being
mistaken for a local is the greatest compliment you can pay Patrick. He always has a bag packed,
a camera in his hand and a sketchbook in his backpack, ready to rack -up as many miles and
experiences as possible.
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wr 11141��e "Iresiider,Q c�iif ( ",ireadve Seni�tes Iir(�ect Cireadve Seniir��ces �Oam]ger
Driven by avid curiosity be it learning the origin of a word or phrase or
everything there is to know about a place— Anita is an explorer at heart.
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The need to know how things work and what "makes people tick" led her to
a Psychology degree with a focus in marketing. From being on the team that
developed some big consumer brands like the Cadillac Escalade to overseeing
an international spa skincare brand and developing place brands in her home
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state of Florida, the desire to know what is going on "behind the curtain" has
proven a truly valuable asset. At North Star, Anita gets involved at every level
digging into research to help develop sound strategic foundations and bringing those ideas to life
through big ideas, expressive writing and creative expressions. When she's not busy figuring things
out, Anita is exploring the world with many of her adventures taking her to wine growing regions, a
passion she shares with her husband. She's a trained massage therapist too, but she only pulls that
trick out of the bag in emergencies.
ducaflcin- Florida State University
Roberto uuho,�?
Acconu iit and Resew cl i Ma� iag& - 1�:It oJed Research \Aanager
Writing, marketing, research—all done with careful accuracy and quick wit:
Roberto is a five -tool player for the placemaking game thanks to his endless
energy and versatile skill set. After a stint at a downtown Nashville marketing
agency, Roberto joined North Star as a supportive teammate with a penchant for
finding the right words—and numbers—to tell a community's story in vivid detail.
Whether working on business development or a research presentation, he
always looks to learn about unique towns and cities nationwide and about the
character and voice that sets them apart. After college, Roberto returned to the
Music City to spend time with family and begin a career in advertising. If he's not poring over
commas and decimal points, he's likely catching a minor league ballgame in Nashville's
Germantown or making a seasonal pilgrimage to Wrigley Field in Chicago.
!!!Aiucadon�� University of Chicago
1-ziyhD� \A& �de
Conruiriuitly De,ate�owfnent Mainager
11 No matter the project or client need, Taylor brings much more than a warm
smile to the task at hand. Growing up in a small town in Western New York gave
her an appreciation for learning about what makes a community unique. With
media, marketing and account service experience in agencies up and down the
East Coast, Taylor understands the importance of solid client relationships. She
listens and anticipates needs, then responds with psychic -level ability... It's
something she learned while working in Guest Services at the ultimate
destination for millions of families — Walt Disney World. When she isn't assisting
clients, Taylor enjoys capturing perfect moments behind the lens of her camera and maintaining
her undefeated -at-home Jeopardy! status.
i ucaflonState University of New York College at Cortland
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Educaflom University of North Florida
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Assoc�atie N:1fiv1:_:::1! Dfiredor
Spending the first few years of his life in Bogot6, Colombia gave Andy — and
ultimately his clients — a point of view that's off the beaten path. He uses his
bilingual, multi -cultural understanding and undeniable design talent to create ads,
logos and the like that are aesthetically pleasing while always conveying
something deeper. Maybe that's why his 20 -year career has nearly double that
number in awards (and counting). Andy's diverse experience is a real asset for
the communities we promote and includes creative work for the City of
Jacksonville- Santa Ana, California; Lake Geneva, Wisconsin; Alicia Keys; and
the PGA Tour, to name a few. When he isn't creating stunning designs, Andy enjoys teaching his
young son about the finer things in life... travel, photography and "The Ohio State" football.
Edu�:afionMiami University
I 11
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Bi -lingual when it comes to graphic and web design, Becky understands how to
use imagery and type to generate desire for all the places she promotes. With an
entrepreneurial spirit and love of playing hip hop covers on her guitar, she brings
vibrant energy to every project that crosses her desk (even though it has to get
through Patsy, the office cat, first). Ads, websites, logos, there isn't anything she
can't make beautiful — but more importantly — effective when it comes to design
and visual communication. Having grown up in Minnesota, Becky has an affinity
for working out of our sunny Jacksonville office. Especially in January.
����ducaflori- The Art Institute of Jacksonville
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& StrMeg'�'c (''),rivemiight
Communities are everything - spirit, pride, livelihoods, ambitions, friendships,
recreation, and most of all, home. With that point of view, Will is as passionate
about community and place branding as they come. From our Jacksonville office,
he manages North Star operations and is always close to clients and our work.
He's advised Fortune 1000 companies, major metros and rural counties on
1,5 marketing and brand strategy over his 30 years in the agency business and has a
particular focus in community economic development. He has led a community-
wide visioning process to create a competitive global identity for Jacksonville
which involved a wide array of city leaders, stakeholder groups and sponsors. Will's never seen a
trail he didn't want to take - whether its traveling to solve branding challenges in amazing client
communities, or traveling for fun with his family.
ucatk)n- Vanderbilt University I MBA, University of North Carolina at Chapel Hill
Do� i McEache� ni
F(.,iunii�jer - I eadersh�p 8, Strate& Dveis�ght
Don McEachern has been growing research based brands for more than 20
years. His experience includes working for multinational advertising agencies as
well as nationally recognized creative boutiques. During his time in the ad world,
Don put his stamp on some of the world's most famous brands including
Goldkist, Hawaiian Tropic, Suntory Bottled Water Group, Trump Plaza,
Panasonic and Lanier Worldwide. For his efforts he received numerous awards,
including the prestigious national Effie for marketing effectiveness and a Clio for
excellent creativity. 20 years ago, Don struck out on his own. With a dream and
a dollar, he launched North Star Destination Strategies, specializing in brand marketing and
research for places. More than 200 nationwide communities later, Don has become a recognized
expert in the exploding field of place branding and destination research. With a process that
combines education, research, strategy, creativity and action, he has helped create unique and
effective brands for the states of Mississippi and Florida; major downtown areas including New
Orleans and Memphis and big -name cities like Jacksonville, Florida, Dayton, Ohio and Providence,
Rhode Island. That same process and passion has also been applied to small cities that will soon
be household names such as Petersburg, Alaska, Sebastopol, California and Warrensburg,
Missouri.
!!!!!6 uicatoii The University of Tennessee
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North Star Place Brandin&j=gagrk"etinc iis 3ermarientil located in JaCks riville, Florida a-iid was at
Led by Don McEachern and Will Ketchum, both 20+ year place brandingveteNo
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team is comprised of knowledgeable professionals who specialize in research, strategy, brand
creative, marketing and media. Each team member has the place branding expertise to play a
unique role in crafting the community branding initiative for Paris. They have worked together o
dozens of community branding projects and are ready and available to start working for Paris. I
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',N)enence,: I ie Advantage dl a fdl Service SpedafisI
Over the last two decades, North Star has partnered with over 250 communities coast to coast,
helping them become more competitive. Bottom line... communities are our passion, and we've
got the success stories to prove that passion. We're closely familiar with Texas through projects in Allen,
Denison, Frisco, Georgetown, Grand Prairie, McKinney, Mesquite, Round Rock and many others.
Nationally, North Star has collaborated on high-level initiatives with the states of Florida and
Mississippi, with well-known cities such as Providence, Rhode Island and Jacksonville, Florida, and
with smaller communities like Dandridge, Tennessee and Petersburg, Alaska. All that varied expertise
is important for Paris because you want a firm with the chops, credentials and gravitas to manage your
project.
Our portfolio of work and record of problem -solving prove that we do not offer a stock solution. Beyond
a deep understanding of the tourism, economic development and relocation/workforce attraction
markets, the advantage of our specialization is that our process—which a generalist agency cannot
replicate—helps us obtain precisely the right insights to develop the unique community brand i• -
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At North Star, we partner exclusively with municipalities, governmental entities, chambers,
regions destinations and community organizations. For two decades we have helped places like
Paris express what makes them distinct in an authentic and compelling way. The 3CMA (City -
County Communications & Marketing Association) has awarded us multiple times with its "Brand
of the Year" designation (including this past cycle for 2019) and we've won dozens of Addys and
Clios. Our approach has proven its versatility with regard to creating meaningful, long-lived
brands in the following places in just the past three years:
Bakersfield, CA Grand River Valley, OH Placer County, CA
Cecil County, MD
Cumberland County, NC
Downtown York, PA
Elkton, MD
Fayetteville, NC
Georgetown, TX
DESIG14
Johnson City, TN
Kern County, CA
Lake Geneva, WI
La Vista, NE
Marshall, MN
Osceola County, FL
Santee, CA
Sioux Falls, SD
Turlock, CA
Union County, NC
York County, PA
We are a creative -driven place branding firm. While others lean on research or
others on tactical marketing execution, we are focused most squarely on
transforming Insights into creative outcomes that resonate, inspire and move cities
forward. The 3CMA (City -County Communications & Marketing Association) has
awarded us multiple times with its "Brand of the Year" designation and we've won
dozens of Addys and Clios. All work will be performed by our in-house creative
team.
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See case studies attached for comparable brands/logos and additional creative examples.
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North Star will not "create" the Paris brand. It already exists in the very DNA of your community.
Rather, we will uncover your brand and bring it to life in visual ways that have meaning for your entire
community.
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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.
This e,-,aabfishes the cmireint kq of the Ilaarnd froirn the pei'SIXIctive ofyouir ciritical
pairtiners, We adrnfinisteir an onNne quesilonnaire to each of thE:1%, iilrafcnrrnaall dql,,PaI[LI[TK)ints and pairtncz.,irs
represented iIn your proJect, We then Irrac,caf With Ira,Ifnlra,sentafives fr(�)irn each group duriiri() the in mcirket
vlsft to rnoir(:u fully uriderstain(I your Ipirirrnaaary ot)lecfives, gE)irieral histmy, polifical faindscape, resources,
COIMlPEAHDF'S, etC-
I:Zesearch, Ramflng,l COITIMUrflcaflons and Me6a AudVt: We conduct a Irc view of any relevaint
reseamh aind plainrikig documents I his will lincludfl coirruTIIUIinfty outireach aind plairuflng meefiin(fau,,
kiteircept suirveys, and airid con"inifttee vofunteer dlscusslons. �in a xj(fition, we re�fiew
airid ainallyze mairkefling rnaterials, brain6ng, Ilogos and messagiing firoirn public arid piNvate sector
pairtineirs as weU as recent pire,,ss irolated to Parils,,
FarnMaiIzaUoii n l oaura We lakfaa tour of Parris and Larnair (Douirfly businosses, Industriat parks,
residential areas, coirnirnuinllty center(s), retai�leirs, restauiraints, parks, airts ceinters and Irlr ore. Oveir
I
the couirse of the lour, we Identify and recoird hw he
otcoirrurnunity',s Idenfity is Ifanxfuraayc,cf K;ross city
dqpartrneintrs, partiner orpinizations and other corrurnuinfty �instltijtbrv,,.,�,, We invfte PHis prolect leaders
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to deU,,irirn4x,,, as tour ftivieirairy thal, gives us Ihe most coirnpllete Ifauu.,fure of I]ie (Ity aind county,l
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Key Pailner Organizatk)n Il ir,M'!i
:rAews and FoCUS Sorne of our rnost valijable pieces of ulrnaaagf l -it
for tl-m purposos of deflinkig YOUir DNA and craftkig your creafive work coirne from these, intensilve one -
on -oine Intervi(mis and focus giroups. Nth the ass�lstance of rmolect teadeirs,, we waunt to idenfify and
spe6l< to key staketiiotiers abOUt lPaa6s (4ii(,Aiudiin(�g ( Ry officials and staff, real estate devek)pers, park
offlcWs, board Irn eirrit)oirs,, busi'mess coirnmunHy rnembeirs, Irnu.armpamcnM and civic orglinizations, young
pirofbssbinals, e1c.) We, also warit to tralk to articulate kAividuats who are passbinat(„ aboul, thea ity
(irnusicians, writers,, adrists, coaches!, rnlnisters, histortans, matiJarchs, patiilbirc;[iis arid Irnr oire), We know
you waint us to U,:Ak to eveiryone, so we conflnue tho conversations vaa phoine (.,,alls once we get back to
the office 1!3ecause WE) (;ain r(Eact R) the finfoirirnatlun they give us wlth original questions, these
hlte�lNkffls oftenlelad us dowin exciling (fiSCOVEHry paths Inot Ira,waa,aalicad tq quantitative surveys.
Ori��ine C(�)inrni, mnfty & �ivey aii n(J ll'iiaii nd C'AiIVlir-q F airis imsklents a iorurn fbir shadrig is
irrq-)oirtaint. WE) Use sorine, (.)f the theirries identified during the focris giroups R) ciraft a quanfitative suiivey
l-)osted oinlHine fx coimmunilty.-mE�de,, paribicipation Pho birairid baroirrieter, coinducted asa pairl of1he
comimunity survey, mo.,asuir(-'s the strength of Parts's resident advocacy relative to II)e ulµest of fl"e
United States as as place to hive, work aInd play. IVlrn otheir woirds,, how liiflkc,fy your resideint,,Is aire to
re(oirnirmind the city for slairiJing a bustriess oir f)faruflng a visit, We piroirnote this suirvey using
tiadiflonat and so(Jal iIIE.,dia. Fascinating slimilairifies and dfffen::�nces betweein k),--jideirsN�p perspecHVE�S
and resideriil persl)ectives are often Iran ealed.
C(nnsumeii Awareiness & Peri CEII)t011 o SfUdyl" Phis survey is coin6x-ted using an statlsticaHy significant
Taindoirn sarnpftio of consurneirs and Ir na:ara•caalrnsurana"Ir"aa In outside irnairkets uslim research painOs Data
will Ibe cmss -tai)ulated k,i as nUiTfl)(0 of ways to i eveal thE) most lnsfg[Rfijl Ifaaaffr.,lrrs betwe()n consuivneir
aind non -coinsuvnev girot,ups,, lFoi lilrncafaalunc e, Iperc,cufutIons and attituides for those who have visited IPauwlrlis
MIR be cornpared and cxmtirasted to flimso who have not visileld and aim ii(,Porfing peIMEIPtJOViS i.Nilrely
on rel[)Uftafioin. Fifik., is kely to identify�4ig any biraind recognitibin �ssuies. I his sludy measures -
mea Oveiafl zMaireiness and perceptions of Paids
OvemH awaireriess wvl peirceptioins of cornpefitoir (;�lt.Jes
Measurerneints of Pa".uris's defiVENry of (jiuiafiHy of fife, inrficak)irs
AS ConsurrieIr' expeiiiences tin Faris
01Attitudes regaiiding F-oairis's streingths and weaknesses
41 iegaidiing what needs to beadded oir taken away
Ch�ainges iin consurneir peirceptions of Pairls, after visiting
Patterns of vasftafion acfivitles as isociated wfth ix)insuvneirs' pidirinary purpose of visitabon
conlll)t�:11'flflve PosAbinfirg Revuevv. VV(, provide a birand vfsual arid irnairketin() strat(:qy analysisto
12.
I
evaluate Paris's position relative to the competition in the region.
n§gI"Its & Strategy
Our insights come from asking a number of thought-provoking questions: What brand "story" does the
research tell? What emotional attachments can the brand hold? What are Paris's core values? How
does the brand fit into the consumer's lifestyle? How can the brand best be used to elicit Paris's
desired emotional/behavioral responses? How does Paris stand apart from competitors?
These insight questions are compiled in a succinct storyline that leads directly to the Paris strategic
brand platform (DNA Definition). This platform is the critical touch point for all branded activity moving
forward. For maximum brand impact, all efforts, thoughts, communications and actions should literally
and symbolically support its essence.
Sftuafion Bii Ief &ns�g� A IIDeveto�-.iu neii d", We get our sharpest minds together at one time to review all
of the research findings. Data on its face has limited value, but the connections between data points
open up understanding and opportunity. The entire North Star team weaves together these
connections into a compelling set of insights that start to tell the Paris story.
I ) NA Defiini°ifion (Brand �g Statement): Based on those insights, a guiding statement for the
management and development of your brand is created. This definition should serve as the touch
point for all Paris activity moving forward. Many of our communities reference their DNA Definition
when making decisions about everything from policy to infrastructure improvement to promotions.
Included in your DNA Definition is:
7 wge 1 atti:tie n,c !,,, For whom Paris has the most appeal.
iIarrle 01 fel Geographic context of Pans.
1`C?iflt Of f�i 5Ye!7(7e,, What makes Paris special.
3&,wfit, Why it should matter to the consumer.
Here is an actual example of how this construct guided our client Marshall, Minnesota and led to their
"Cultivating the Best in Us" brand positioning:
T, For those who value seeing their horizon and helping shape it,
of fefi3l�ence" Marshall - home to Southwest Minnesota State University and
homegrown global brands,
F Vnt dVf is the community that cultivates the best in us
with an energy and optimism that make a dIfference for your family.
Resewd'i &Sfi,Megy -Iieseimafloii i and fRepoirt: This represents a critical juncture in the project.
We prepare a comprehensive review of all relevant research, insights and recommended DNA
Definition. A preview of this presentation is shared with key project members for editing and fine-
tuning. The collaboratively perfected presentation is made at a larger stakeholder meeting,
and the accompanying report is shared digitally along with raw data files. DNA Definition approval
is required before proceeding with creative development. This valuable research will be available to
you for strategic planning and other future planning projects.
a
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An in-depth Creative Brief and 6eative Workshop guide this process. Logos, color and looks (with a*
brand style guide) are created. Additional deliverables will be developed to express the new brand
identity in the context of its future use.
Creaflve W(xi�shop�ThisooUeboretive,intenBCdvgnleedngbetw*eenthe0OrthSterteemnondaPahs
Creative Committee (North Star will advise on the size and scale of this group and how it has
worked most effectively in other communities) will explore the roles [fdifferent creative elements
and identify creative preferences. Our goal is to most effectively hone in on the type Ofwork you
want without limiting the creative thinking of our writers, graphic designers and art directors. This
meeting isalways 8lot 0ffun for everyone involved.
CUtyQfPaidsLogo (5)��VV8will present minimum offive logo options for the City 0fParis that
represent a variety of concepts. We will provide a round of revisions to your selected logo. We
further design this logo with and without the state name and in vertical and horizontal lockups,
representing all the different ways you could use it.
�-O(ADrPa8)Ues(�2),VVesCertbydeve|oping|oQosinh|eckandwhitetOreduceoo|orbias.C}nceyour
logo decision is made, we open up the possibilities visually by allowing you to select between two
very different palettes. This is a key decision in how your visual brand identity will "feel" since color
evokes emotion.
Log o FaOO||y (LCc]c arid 0gQS)�� North Star is known for its development Ofhighly effective
logo families, and we want to make sure Lamar County Chamber of Commerce and the Paris
Economic Development Corporation have a version of the new logo mark they can use. We know
that each partner organization takes on a different personality, so there is always room for creativity
inthis development process.
LQo�cS (2 fU[C|ty,i 1 each Vr LCCC & DC)� We craft two 8Mdme|y different visual |QOkB that allow
you to choose how your brand will be conveyed in terms of headlines, photography style, special
graphic elements, detailing and copy points. We will also provide a round ofrevisions for the look of
your choice to ensure it reflects your exacting standards. The Creative Committee will select one
look, and itwill beapplied toall subsequent deliverables. |Maddition, the chosen look will inspire
two additional looks, one each for the LCCC and the PEDC, to serve as guides for their ongoing
promotional needs.
Bnaind Sty�e Gude-,,ThkaguideoontaineaUthenecem8eryinfOnnBd0nforueingyour|ogo.00|or
palette, typefaces and other key elements to ensure consistency across all mediums for any
organization. VVeprovide odigital version ofthis guide aewell aspackaged |n[)emignfiles onyou
can edit the guide 83necessary.
�L�����b���|���=�������l���@�����To assist iOthe
communication ofthe final brand concept, wvgwill work with you to identify @ list Of8-1Ocustom
deliverables that target your specific goals. This is a powerful addition as it brings the logo and
design 0Ulife through elements inthe real world. Most ufthese art files are viewing files, however,
they can be delivered as working files for specific deliverables to be specified based on your
priorities. Choosing 8working file counts eeadeliverable. Options include, but are not limited to:
Social Media Branding - Event Promotion - Print and Electronic Advertising - Templates (Presentations,Emai|)
Stationery (Lettwrhead.Business Cards, Envelopes) , Interior and Exterior Signage
Pole Banners - Environmental Applications - Vehicle Wraps - Merchandise (Apparel, Home Goods, etc.)
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Lastly, North Star maps out a must -do strategic action and communications plan following your
brand's development. This plan comprises the fundamental action steps that ensure the brand gains
traction and maintains momentum. Many of these tasks involve setting up the organization and
cooperation that will propel your brand forward. Our goal—and yours—is to make sure that the Paris
brand is the guiding principle for your future, not just a logo and line on your letterhead.
" , mmiiii ifty G':;moii 11111 n11,111[ P & V ouIII I.Pt GuIda ce. The first and most important audience for your brand
and eventual campaign is your resident base. To educate them on the process, the outcome and the
opportunity the new brand creates, North Star will prescribe a community rollout plan that details the
brand and campaign to all interested stakeholders and residents so that they can see, understand, and
embrace it before the wider marketplace launch. This will include engaging those who sign up on the
Community Engagement Website to be Brand Ambassadors.
Biand cflori qu:: e & These are high -impact and custom ideas (up to 7) designed to raise the profile
of the new Paris brands and bring them to life in every corner of your community. Many of these
ideas involve setting up the organizations and cooperation that will propel your brand forward, while
others serve as inspiration for brand adoption in creative and unique ways.
Economic Development (marketing, communications, training, outreach, resources, etc.
all specifically related to economic development.)
Private Sector (ideas and tools to engage businesses and private sector organizations.)
n Education (programs with the school district, small business/entrepreneur mentoring,
education for front-line hospitality staff, etc.)
Arts (public art campaigns, partnerships with art organizations, art contests, artists -in -
residence programs.)
Sports (tournaments, events, youth sports, etc.)
Events (any organized activity that ties back to the brand ranging in scope from festivals to
health fairs to career counseling to community clean-up days.)
Festivals (repackage existing events/festivals or develop new ones that connect to your
brand strategy.)
Tourism (marketing, communications, training, products, packaging, merchandise, etc...
all specifically related to tourism.)
Environmental Applications (look at your community as if it were a canvas.)
Awards (civic awards, organizational awards, etc.)
b Policy (laws or measures that support the brand strategy.)
SEO (strategies to increase the visibility of your brand's digital elements via best practices
online.)
Health (community health programs, school-based health initiatives, business -based health
initiatives, hospital and health care agency partnerships.)
Master Planning (design and development of infrastructure and support systems consistent
with the brand strategy)
ubl , p:: 11 iu:uPu SlrWa r,p A critical deliverable of Phase III is the activation plan to bring the new
Paris brands to the marketplace. Inspired by your brand strategy, North Star will develop a
comprehensive public relations strategy following this general framework:
Q Business and communications goals
Target audiences and key insights
Key messaging
Integrated communications strategy (earned, shared and owned channels)
Integrated communications tactics (earned, shared and owned channels)
Crisis communications approach
High-level execution timeline
Program measurement and evaluation
Fln4|RepoidandF�ImsenIaflon :At the completion ofthe initiative, vvecompile your brand into afinal
presentation that summarizes the research, takes viewers through the foundational creative
development (|O0D.look and color p8|ette).and through the steps ofthe action plan. Steps are
|||ue1re18d using the custom deliverable designs, where applicable. We always leave time for
discussion tOensure understanding, buy -in and d8en beginning 0Dthe ongoing innp|ernente\iOD Of
your brand. Your final report will show the research, strategy, creative work and action plan in their
entirety and will be shared digitally along with r8vv data files, VeCtO[ logo files, and your brand style
guide.
ASE V.VAII t OCTk
Evaluation yields new information, which may lead to the beginning of a new planning cycle.
Information can be gathered from concept pre -testing, campaign impact in the marketplace,
and tracking studies to measure a brand's performance over time. Ideally, evaluation answers
two basic questions: Have responses to the brand among target audiences changed in the way
the BrandPrint intended? And have these changes resulted in action that will achieve the desired
objectives of the brand?
The research studies in this plan are designed to produce benchmarks and results that can
be used for comparison with future studies. Additionally, our almost two decades of community
branding experience have shown that true success can be seen in the spread of excitement,
inspiration and innovation surrounding your brand among residents and stakeholders. Lastly,
we are always available to answer questions and help with later marketing riddles. We have
maintained an ongoing personal and business relationship with most of our clients, some for more
than a decade. These tracking studies are outside the proposed scope of work but we wanted
Paris to be aware of their future availability.
&0ick [Mhedil.:::i�VVe perform social listening audits for our clients and measure not only likes,
shares, and friends but also qualitative factors such as sentiment.
12 Plond � FOow We follow Upafter a year of your brand implementation todiscuss the
successes you have enjoyed and hurdles that you aFeworking t0overcome. \8/8provide
suggestions and direction for next steps in your continual brand integration.
Braind N:iii orneteir, Getting the talk right0ltheStreet is the most important thing
community can do to bolster its development efforts. Word of mouth has always been
important: in this post -digital world, it is essential. With the benchmark included in your
brand study, the Brand Barometer becomes a simple and inexpensive way to track your
results and validate your success iOword Ofmouth advertising and resident advocacy. VV8
strongly recommend 8Brand Barometer measurement every year t0track the progress Of
the c0nnmnUOitV
im
I
P R(,),J ECI TNAE]" II `4
Getting Started Call Week 1
Researcl
iftuation Analysis Weeks 1-2
Research, Planning, Communications and Media Audit Weeks 1-2
In -Market (Fam Tour, Focus Groups, Presentations, Interviews) TBD
*nline Community Survey & Brand Barometer Weeks 4-8
Consumer Awareness & Perception Study Weeks 8-10
Competitive Positioning Review Weeks 8-10
Ili lsg)its & S'LiaIegy
Situation Brief & Insight Development Week 11
DNA Definition Development Weeks 12-13
Research & Strategy Presentation Week 14
Q`EN,'1iV(
Creative Brief Development (Internal) Week 15
Creative Workshop Week 15
Foundational Creative Development Weeks 16-23
Custom Deliverable Development Weeks 24-29
Af tori
Community Communication & Rollout Guidance Weeks 30-34
Brand Action Ideas Weeks 30-34
Final Report & Presentation Week 35
:)ioposed I..iinneHne �35
VVeeiils
Timeline is dependent upon an efficient client appro val process, which requires that data and feedback from client
is received at key milestones. if the client approval and consensus process takes longer than 39 weeks, North
Star will In voice any remaining contracted amount at that time and reserves the right to propose project extension
fees at a blended hourly rate.
Item
Research, Insights & Strategy
Price
$28,500
Creativity
Action
Travel + Misc. Expenses
PROJECT TOTAL
$38,000
$15,500
$3,000
$85,000 not -to -
exceed
This cost proposal has been calculated with consideration to third party costs associated with
the research (we subscribe to a research tool) and North Star's blended hourly rate of 185/hr. North
Star will not be using any subcontractors for this project.
90=140:11I111I
At Project Commencement $28,333
At Completion of Research & Strategy $28,333
At Project Completion $28,334
A service charge of 1-1/2% (18% per annum) will be charged on all sums not paid within a 30 -
day period after the date of billing. The Client agrees to pay all costs of collection and a
reasonable attorney's fee incurred in the collection of past due accounts.
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�MsMairlene Best, is Minager
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10601 Magnolia Ave.
S,--3ntee,, CA 92071
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