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City of Mounds View RMV Page 9 . 'earnings from the discovery and strategy stages. Then we unify/create consistent elements appropriate for the different audiences of the City of Mounds View that support a consistent identity/voice with the strategic plan. From that we will be able to develop creative collateral materials (template designs, color pallet, style sheets). The identity step focuses on development/re-development of the overall visual brand, including: • Logo • Color pallet • Tagline • Letterhead Step 4: Visibility In the visibility stage, RMG and the City of Mounds View build the tactical recommendations for taking the new identity to the key audiences, with the appropriate visibility/outreach plans. We use the 'earnings from the discovery and strategy stages to: • Analyze visibility opportunities in the marketplace • Build the marketing communications and public relations tactical plans • Update the web plan and other online interactions if needed • • Draft plan to address specific programs/divisions needing more detail/attention Step 5: Implementation In the implementation stage, your team decides which of the tactics it wants to implement internally and determines others for RMG to implement. At this stage, new collateral pieces are developed, along with the plan for producing them(whether pieces can be professionally printed or need to be templates for in-house printing, for example). In addition, the marketing and public relations plan is executed, website updated, etc., which will be determined by the process above. This step includes: • Develop new materials for key audiences • Communicate/train staff on new materials • Deploy new materials • Design, Develop, and Deploy new web design • Coordinate/Execute public relations campaign • Follow through with networking/promotions • Etc., etc. • ©2008 RMG Proprietary and Confidential 8/12/08