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City of Mounds View RMG Page 3 • RFP Requirement 2.Detailed description of the following:a)Project scope and list(menu)of services to be provided b)Price breakdown for each service to be provided including required meeting with the EDA,EDC,and City staff. PHASE 1) BRANDING SERVICES Project Scope The scope of the project will be to facilitate, guide and consult with the EDA on a process for branding of the City of Mounds View. This is an area where we have considerable expertise and proven process to achieve the best results in the most efficient manner. We are confident and excited to develop a process for Mounds View that will be tailored to the needs and resources available, and based on our detailed brand development model. Branding is far more than just a logo, and properly done establishes the foundation for consistent communications rooted in a brand strategy. The following process model illustrated the phases and steps involved in developing a brand strategy. This process is a comprehensive approach that details a variety of tactics that can be employed in any given situation. This menu is helpful for crafting the specific elements that would be included in your customized brand development process that we will create for you. The brand strategy is the core of all communications and describes and positions the brand in the minds of the constituency. A carefully outlined process will achieve the three key elements of the • brand strategy. First we need to clearly define and understand all the different audiences we are communicating with. Next we need to know what it is that we are offering to these audiences and how that presents a value or benefit to them. And finally we need to create appropriate and effective primary messages that will be the essence of many more specific communications pieces to come. A well crafted brand strategy will guide your communications team to develop materials that consistently represent your brand identity. We would propose that we review the attached branding process with your teams and select the tactics we feel will complement the information you already have available menu style, as the RFP requests. We will assist you in developing the research steps that will provide us with the necessary discovery to achieve a comprehensive understanding of the current brand reputation. This research will certainly include interviews with the key groups identified in the RFP, such as the EDA, EDC, and the city staff. Your team at RMG will provide the analysis of the data collected in the Discovery phase and will distill it down to the key findings and insights. We will develop draft statements to express the core values of the brand and review and refine these statements with input and acceptance of the key players. Once finalized, we will be able to express the new brand strategy. With a clearly defined brand strategy, we envision moving to the identity phase of our process and work to develop the logo design to serve as your key icon for the brand. The logo design work will be done by creating a variety of creative ideas for the logo and again reviewing them 1110 with the key players. Our process will refine these initial design concepts into a finalist that will also be presented and reviewed by the team for finalization. ©2008 RMG Proprietary and Confidential 8/12/08