09/02/2008 Council Packet - Laserfiche WebLink

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DUSTIN DEETS Citizens Awareness Plan— Initial Draft Introduction, Objectives and Strategies Our objective is to develop, create, produce, and execute an educational strategy and knowledge -based awareness plan for the City of Lino Lakes' fall referendum. We will inform citizens, but not try to persuade them. We will propose and recommend strategies and tactics, but the City Council will reserve right of final approval for production and execution. We will manage the plan in a timely, responsible manner. Strategic approaches include: • Defining, clarifying, prioritizing, and focusing on tiered key messages; • Reducing the number of key messages to a core, focused group of the most important —at most 3; • Simplifying the expression of those messages and converting to images and memorable phrases; • Aligning current communication vehicles with key strategic messages; • Identifying and proactively reinforcing key messages at every opportunity, to every citizen; • Supporting every emotional message with a rational justification aligned with vision and mission • Rules of thumb like "7 times in 7 ways," "outside-in," "proof of identity," and others Applying principles of branding, discipline, process, planning, focus, and benefit -based communicating will infuse efficiency and effectiveness into the City's communications as well as aid in engaging the electorate with the issue. We will assist the City in achieving the above objectives through the creation of education -based communications that build off identified key insights, considerations and implications facing the community relative to the City's Charter, based upon the vision, mission, goals and needs of the City. We would execute these agreed -upon communication tasks and strategies to raise awareness of key issues and concerns that must be evolved in order to maintain the City's identity of "A Community with Vision. " Dustin Deets, LLC, a strategic communications firm, has successful experience with community -wide communications assistance, as well as public and private award - winning marketing communications expertise. We would work directly with the City to achieve these objectives and complete these tasks and tap the preferred local production and printing resources for limited design capabilities along with full production and printing capabilities.