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a) A summary of existing research; <br />b) The findings analysis which will include attitudes, awareness and perceptions of San <br />Marcos among tourism and economic development prospects; <br />c) Peer city profiles: compare and contrast; <br />d) A determination of primary and secondary stakeholders and demographics; <br />e) An inventory of existing marketing messages, patterns, trends, etc. accompanied by <br />an easy-to-digest assessment chart of how well aligned the San Marcos brand identity <br />elements are to the key findings; and <br />f) A "brand personality" identification. <br />1.1.2 Gap Research. Based on the results of the research and studies review and the City's <br />approval, the Consultant will conduct additional research and data gathering where additional <br />information is needed. The Consultant will identify and prioritize gaps in information and will <br />discuss these findings with the City to determine whether information, studies or research exist <br />in those areas. Upon this determination, the Consultant will propose a research method to collect <br />additional data within the scope of the existing budget. If it is determined that gap research is <br />not needed, budget money will be applied to other Project components per the City's direction <br />based upon the Consultant's recommendation. <br />1. 1.3 Market Testing. Following the Consultant's development of brand options as provided in <br />Task 2 and Task 3 below the City and the Consultant will determine best opportunities for testing <br />stakeholder opinion and perceptions of the brand concepts. The Consultant and the City will <br />conduct "town hall" style forums as well as small group briefings or one-on-one sessions to <br />garner feedback from the identified stakeholders. The Consultant will incorporate feedback from <br />these sessions into the brand work to guide the resulting end products. <br />1.2 TASK 2 - TAGLINE <br />The Consultant will: <br />1.2.1 Develop three to five taglines that communicate San Marcos' new brand identity and <br />value proposition based on research analysis and stakeholder feedback for City review and <br />selection of one recommended tagline. <br />1.3 TASK 3 - LOGO <br />The Consultant will: <br />1.3.1 Develop three to five logos based on research findings and stakeholder feedback that <br />creatively capture the essence of the community and visually articulate San Marcos' new brand <br />identity for City review and selection of one recommended logo. <br />1.4 TASK 4 - MARKETING COMMUNICATIONS PLAN <br />Branding Project Agreement - Final