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City of Mounds View Page 5 • PHASE 2) PUBLIC COMMUNICATIONS & MARKETING PLAN Project Scope The scope of phase two is to develop the communications and marketing plans for execution by city staff. This is logical extension of our branding process that builds upon the work done in the previous phase. RMG would work to formalize these plans and focus them for effective and comprehensive communications to all constituencies. Plans are developed with the objective of successfully connecting with the target audience and then getting them to remember the message and associate it with the brand's value. We can see by the RFP attachments that there has been some effort to recognize the many different communication vehicles available within the current plan. Our goal would be to refine those you have identified, and to offer suggestions to others you might want to take advantage of, and to provide a structure for each communication channel. This process would involve consulting work with the city staff to prepare plans for approval by the appropriate authorities. Again, our process is defined and we would use that as our guide for these efforts. We anticipate these phases to easily follow the previous efforts on branding. And the Implementation tasks would include the extension of the brand identity to the communication vehicles such as the website and the newsletter. Therefore, we expect that these efforts can be • done in a very cost effective manner. Cost Estimate Preliminary breakdowns of the costs are as follows: Visibility Phase: $2,000 - $3,000 (approx. 14—20 hours) Implementation Phase: $1,200 - $2,500 (approx. 7— 15 hours) Estimated Total: $3,200 - $5,500 Project Timeline Visibility Phase—approximately two weeks Implementation Phase—approximately two weeks • ©2008 RMG Proprietary and Confidential 8/12/08