Laserfiche WebLink
City of Mounds View Page 8 <br /> S o Attributes considered most important in the decision-making process <br /> o Extent to which those attributes are associated with the brand <br /> o Brand consideration <br /> o Information preferences and decision-making behaviors <br /> • Finalize methodological approach from the options <br /> • Develop target list <br /> • Develop question grid for phone survey <br /> • Develop measures of success/validity: <br /> o How many responses needed for confidence level <br /> o Qualitative versus quantitative results <br /> These methodologies depend on an ability to obtain up-to-date and comprehensive lists, and the <br /> online surveys would require e-mail addresses in addition to organization and individual names. <br /> Step 2: Strategy <br /> Strategy Research isn't about obscure facts and number crunching. It is about <br /> obtaining a competitive edge and achieving your communications <br /> goals. Information should not be a commodity. At RMG, we go <br /> beyond gathering the information. We turn data into strategy, <br /> strategy into tactics, and tactics into results. <br /> • Processing the data from the discovery step, RMG and the City of Mounds View will segment <br /> audiences and create a detailed brand strategy and visibility plan, with finalized communications <br /> and business objectives, key messaging, specific action plan, budget and timeline and metrics to <br /> measure success. <br /> Strategy steps should include: <br /> • Analyze data from discovery stage <br /> • Draft brand objectives, promise, and strategy <br /> • Apply to business/marketing plan <br /> • Segment audiences for outreach <br /> o Installation services: contractors, designers, independents <br /> o Retailer audiences: independents and audio specialty <br /> o Business partners: manufacturers, investors, stakeholders <br /> • Develop the City of Mounds View"story" <br /> • Draft key messaging framework <br /> • Outline high-level communications strategies <br /> Step 3: Identity <br /> An organization's identity is built from its key message framework <br /> and visual identity, which can be extended to its communications <br /> • pieces and interactions with key constituencies. It's an evolution that <br /> begins by examining existing elements and mapping with the <br /> ©2008 RMG Proprietary and Confidential 8/12/08 <br />