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City of Mounds View <br /> RMG Page 6 <br /> • RMG Brand Development Process <br /> RMG follows a methodical, phased approach to guarantee that we offer the right solutions to fit <br /> your needs. This approach: Brand Development Process <br /> • Builds on a base of knowledge about your <br /> businessDtsCovery Segment Markets/..Audiences <br /> A• Is based on research involving alit nre c ent Research <br /> Develop BusinessModel(s) <br /> constituents Develop Product Models <br /> • Identifies the core functional and Build&Deploy Polls/Surveys <br /> Condemotional values of yourproduct Assessct Interviews <br /> Resoruces. <br /> • Defines the brand promise Secondary Research <br /> • Defines the messaging framework <br /> • Builds a brand strategy Strategy Analyze Data <br /> • Creates the brand's visual identityCreate Brand Objectives <br /> Identify Core cs <br /> personality Develop the Brand Promise <br /> •Makes the brand visible to each <br /> tIdentit.v Value Proposition <br /> Develop Messaging Frameworkconstituency Develop Brand Strategic <br /> • Evolves based on analysis of performance <br /> Comorate Naming <br /> Visual Identity <br /> RMG will work with the team at the City of Logo!Tagline <br /> Mounds View to determine where the 1 Product Naming <br /> branding efforts need to be focused. Seryiee Nanning <br /> Validation <br /> • Business Collateral <br /> In some cases we find that the brand Standards Manual <br /> evaluation indicates what areas need <br /> ............. <br /> ���� m k. Identity Launch Plan <br /> attention and how much effort will be <br /> Marketing Plan <br /> required before we can affectively move on PR/Comm.Strategy <br /> to the identity and visibility stages. WeWeb Visibility Plan <br /> ds <br /> sometimes do what we call 'light branding' wisprii t Neeintegration <br /> Entee rprissee integration <br /> and it can be very cost effective. Many Product Marketing <br /> organizations have several pieces of their Product Packaging <br /> brand foundation in place and need only to <br /> s <br /> fill in or shore up those that are not current. �� � t'° Intern.l Comm <br /> m Internal Communications <br /> Collateral <br /> After a more in-depth review of your brand Advertising meat on <br /> Media Placement <br /> we will be able to develop an approach that IT,Web Sites,and Tools <br /> is customized to your organization and your Extranets <br /> needs. Our focus will be to validate the <br /> E-mail/Direct"niNetworking/Viral Marketing <br /> Marketing <br /> assumptions you currently hold regarding Trade Show <br /> your brand, and supplement that thinking Promotions <br /> Brand%Event Marketinc <br /> with fresh perspectives that will lead us to a <br /> new brand strategy for the City of Mounds Awareness Studies <br /> nalysis <br /> View. Call Center Traffic <br /> Direct Response <br /> E-mail Metrics <br /> • Event Statistics <br /> Focus Groups <br /> Promotion Codes <br /> { Sales Reporting <br /> Website Metrics <br /> ©2008 RMG Proprietary and Confidential 8/12/08 <br />