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January 2008 February—April 2008 May—July 2008 Anytime After Development Phase TBD Strategy Research Development Implementation Evaluation CC Worksession Define Objectives Define Target Audiences Identify Potential Brand Drivers Branding Committee Focus Groups Surveys Data Collection Report to CC Brand Position Council Determines Implementation Strategy Communications Plan • Objectives • Strategies • Menu of Options Report to CC Report to CC Communications Experiences Staff Measures Success of Branding Work Council Action Staff Process Branding Phases Time Per Phase Burnsville Branding Work Plan and Timeline January 2008