HomeMy WebLinkAboutRES 06-344 RESOLUTION NO. 06-344
BE IT RESOLVED BY THE CITY COUNCIL
OF THE CITY OF BEAUMONT:
THAT the City Manager be and he is hereby authorized to execute an agreement with
North Star Destination Strategies to develop a "Community BrandPrint." The agreement
is substantially in the form attached hereto as Exhibit "A" and made a part hereof for all
purposes.
PASSED BY THE CITY COUNCIL of the City of Beaumont this the 7th day of
November, 2006.
MpM�\�I
Mayor Guy N. Goodson -
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LETTER OF AGREEMENT BETWEEN
CITY OF BEAUMONT AND
NORTH STAR DESTINATION STRATEGIES
1. This is written to detail the terms of an Agreement whereby North Star Destination
Strategies, LLC (hereinafter referred to as North Star) is to develop a Community
BrandPrintTM for Beaumont, Texas (hereinafter referred to as the Client) under the
general direction of and for the benefit of the Client.
2. North Star's compensation will be derived from the sources below:
a. North Star will provide a Community BrandPrint for Beaumont, Texas. The
general outline of such a document is attached as part of the Contract.
b. A fee of$76,000 will be paid to North Star not to exceed five hundred and
sixteen (5 16) hours of time involved in the production of a Community
BrandPrintTM. The agreed upon maximum five hundred and sixteen (516)
hours to be dedicated to the project will be the governing factor in the depth
of the Document. North Star will not exceed the maximum number of
hours for the project outlined in 2a.
C. Any additional requests of North Star beyond the agreed upon Document
and designated hours will be billed at the rate of$125.00 per hour. Should
additional work be requested, for work beyond the scope of this Agreement,
North Star will receive written approval of the additional related cost prior
to initiating work.
d. Items such as shipping, long distance telephone charges and travel shall be
billed at net out-of-pocket cost to the client. Mileage shall be billed at
the rate of 40.5 per mile. Manual data entry, when required or
requested, will be billed at net out-of-pocket cost.
EXHIBIT "A"
LETTER OF AGREEMENT BETWEEN
CITY OF BEAUMONT AND
NORTH STAR DESTINATION STRATEGIES
I. This is written to detail the terms of an Agreement whereby North Star Destination
Strategies, LLC (hereinafter referred to as North Star) is to develop a Community
BrandPrintT"" for Beaumont, Texas (hereinafter referred to as the Client) under the
general direction of and for the benefit of the Client.
2. North Star's compensation will be derived from the sources below:
a. North Star will provide a Community BrandPrint for Beaumont, Texas. The
general outline of such a document is attached as part of the Contract.
b. A fee of$76,000 will be paid to North Star not to exceed five hundred and
sixteen (S 16) hours of time involved in the production of a Community
BrandPrintTM. The agreed upon maximum five hundred and sixteen (516)
hours to be dedicated to the project will be the governing factor in the depth
of the Document. North Star will not exceed the maximum number of
hours for the project outlined in 2a.
C. Any additional requests of North Star beyond the agreed upon Document
and designated hours will be billed at the rate of$125.00 per hour. Should
additional work be requested, for work beyond the scope of this Agreement,
North Star will receive written approval of the additional related cost prior
to initiating work.
d. Items such as shipping, long distance telephone charges and travel shall be
billed at net out-of-pocket cost to the client. Mileage shall be billed at
the rate of 40.5 per mile. Manual data entry, when required or
requested, will be billed at net out-of-pocket cost.
3. Prior to beginning the work contracted, the Client will pay North Star $38,000 as
one-half installment of the cost of the work to be performed. Upon completion of
the midpoint meeting, the Client will pay North Star $19,000. The balance of the
fee, $19,000, is to be paid in equal payments over the next three months following
the midpoint.
A service charge of 1-1/2% (18% per annum) will be charged on all sums not paid
within a 30-day period after date of billing. The Client agrees to pay all costs of
collection and a reasonable attorney's fee incurred in the collection of past due
accounts.
4. Upon termination of this Agreement, North Star shall transfer, assign and make
available to the Client, or its representatives, all property and materials in its
possession or control belonging to the Client and paid for by the Client. In the
event that the material, which is the subject of this Agreement, is copyrightable
subject matter, North Star and Client agree that for the purposes of this order the
material shall be a work made for hire and the property of the Client. In the event
that the material which is the subject of this Agreement is not copyrightable subject
matter, or for any reason is determined not to be a work made for hire, then and in
such event North Star hereby assigns all right, title and interest to said material to
Client for the fees specified herein.
With the exception of the logo developed for the client, any conceptual work done
by North Star is intended for demonstrational purposes only. Stock photography
used for the demonstration of creative concepts is not to be reproduced or
published in any way without first negotiating usage rights with the appropriate stock
image provider.
If termination of the Agreement is requested by the Client prior to completion of
the Document, the Client will remain responsible for payment of all hours involved
in the preparation of the Document prior to said termination at a rate of$125.00
per hour. Client will be responsible for payment of any outside cost incurred prior
to the termination including costs of materials ordered or delivered thereafter if
North Star is unable to halt such delivery. Under no circumstances will North Star
be obligated to breach any lawful contractual commitment to others.
5. In conducting business and in anticipation of conducting business with North Star, it
may be necessary for the Client to share trade secrets and/or other confidential
and/or proprietary information or matter with North Star. The parties agree that
such information and the materials referenced in the contract, the results and
developments there from are confidential and/or proprietary information belonging
to the Client.
North Star agrees not to disclose to any third party any such trade secrets and/or
confidential or proprietary information for its own separate benefit. North Star will
be responsible for its employees or agents complying with the provisions of this
Agreement.
Similarly, the Client agrees that the Community BrandPrintTM created is intended
solely for the use and benefit of Beaumont, Texas and any distribution to destination
marketing organizations outside of the Beaumont area without the written consent
of North Star is prohibited. The Client will be responsible for its employees or
agents complying with the provisions of this Agreement.
6. This Agreement may be modified only upon the written and mutual consent of
both parties. This Agreement and the documents referenced herein embody
the entire Agreement of the parties. This Agreement shall supersede all previous
communications, representations or agreements, either verbal or written, between
the parties.
City of Beaumont North Star Destination Strategies:
Kyle Hayes Don McEachern
City Manager CEO
Date Date
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I. Understanding: Where the Brand has Been and Why
This stage addresses the current brand positioning of the community. We invite vital
organizations and leaders to share their perceptions to help coordinate activities to market the
community as a whole. We evaluate the environment, community attitudes, current
communications, and perceptions of target audiences and their influencers.
• Research, Planning, and Communications Audit
North Star requests any and all documents of past research (within past 24 months) and
marketing materials in order to include those insights into the project.
• In-Market Familiarization Tour
The North Star team will allocate one full day to experience Beaumont. We request that
an individual passionate about Beaumont lead the team throughout the day showing North
Star all of Beaumont's greatest assets and offerings.
• Situation Analysis
The Situation Analysis is a background document prepared by North Star in collaboration
with Beaumont asking a variety of questions concerning the history, goals, and competitors
of the community. This document should be completed and returned to North Star prior
to the in-market visit.
• Competition
o Competitive Positioning Review: To better understand how Beaumont positions
itself in the market-place against its competitors, a competitive evaluation will
evaluate other brand messages.
o Competitive Opportunity Analysis using ESRI's Business Analyst: An in-depth
analysis will be run against Beaumont's top five identified economic development
competitors. This will provide comparative data for uncovering strengths and
weaknesses in the current business landscape according to national standard
industry classifications.
• Stakeholders/Community
- In-Market Key Stakeholder Interviews
During the in-market visit, 7-8 one-on-one meetings will be held with key
stakeholders in 30 minute sessions.
- In-Market Stakeholder Focus Group
Focus Group should consist of the key stakeholders in the community most
responsible for this project (10-12 people). North Star team will lead discussion.
- Vision Survey— Mail
An open-ended questionnaire will be developed after the In-Market trip. Once
the survey is developed, it will be mailed to 300-400 stakeholders of Beaumont.
You can decide which individuals best fit this description! Members of civic
organizations are a great way of including a broad net of community leaders.
- Online Community Survey
A close-ended, quantitative version of the vision survey will be created and
posted online. This is a great opportunity to encourage communitywide
participation.
- In-market "Man on the Street" Intercept Interviews
During the in-market visit, the North Star team will be hitting the streets:
shopping, eating, and speaking with consumers and residents.
- Community Geo-demography (consumer profiling) Who and What Reports
North Star utilizes standard and ongoing third-party relationships with ESRI and
its Arcview, Tapestry and Business Analyst software. Tapestry uses U.S. Census
Bureau data and Mediamark Research Information systems (MRI) consumer
buying behavior data to create a market segmentation system that classifies U.S.
neighborhoods into 65 different segments based on socioeconomic and
demographic composition. A defined profile is created for the residents of
Beaumont.
■ Who Report: Community socio-economic classifications composition
■ What Report: This report provides an indication of resident lifestyle
habits such as media tendencies, travel behavior, household buying
preferences, recreational interests, civic involvement, dining choices,
retail preferences, lodging tendencies and much more.
• Consumers
- Origin Mapping
• Inquiry/Attraction/Lodging
• All inquiry, attraction, and lodging records must be provided within 4 weeks
upon completion of the in-market visit. Lodging must be received from a
minimum of 3 properties. If unavailable, the BrandPrint process will proceed
without these corresponding reports.
- Visitor Geo-demography (consumer profiling) Who, What and Where Reports
This uses ESRI's Arcview and Tapestry software. A defined profile is created for
the visitors/consumers of Beaumont.
• Who Report: An under the surface look that reveals the demographic
and socio-economic composition of your consumers. This report also
compares your consumers to the profiles of your community. Are you
like or unlike your most common visitors?
• What Report: This report provides an indication of consumer lifestyle
habits such as media tendencies, travel behavior, household buying
preferences, recreational interests, civic involvement, dining choices,
retail preferences, lodging tendencies and much more.
• Where Report: This report provides a grid for determining the outlying
communities that not only have the highest concentration of your
visitors, but the ones most like your core visitors.
- Perception Study (Qualitative)
North Star will conduct telephone interviews to identify perceptions of
Beaumont among state officials, site selectors, relocation executives, meeting
planners and group tour leaders. (Beaumont will need to provide contact
information for the identified categories)
• State Level Executives in both the economic development and tourism industry:
what do representatives at the state level think of Beaumont?
• Prospects/Site Selectors/Relocation Executives: What do your business
associates think about Beaumont when you're not around?
• Visitors/Meeting Planners/Group Tour Leaders: What do meeting planners and
group tour leaders think about Beaumont?
- Perception Study (Quantitative)
o The Consumer Awareness and Perception (CAP) study is a four-week
quantitative process that provides insights into consumer relationships with the
community in question. The study yields data from a random sampling of
consumers from two of the community's key visitation markets. Specifically, the
survey measures overall awareness (aided and unaided), perception and visitation
among consumers and non-consumers.
2. Insights: Where the Brand Should Be
The goals for the community may involve a number of elements: gross receipts, population,
higher education matriculation, overnight guests, and bed-tax collected.
Branding influences these goals by influencing expectations and affecting attitudes, thus affecting
behavior and usage. The most successful brands establish an emotional — not simply an
intellectual — connection. Our insights come from asking a number of thought-provoking
questions. What emotional attachments can the brand hold? How does the brand fit into his
or her lifestyle? It is from these insights that we determine the overall positioning of the brand.
• Situation Brief
• Blue Sky Meeting
• Brand Strategy Presentation
- Brand Essence (reason for being)
- Brand Values (guiding principles)
- Brand Truths (help deliver the promise)
- Brand Promise (what can you provide that others cannot)
- Brand Benefits (consumer appeal)
- Brand Personality (tonality)
- Brand Platform Statement
Note: Here, we conduct a midpoint meeting to present all of the research findings as
well as our recommended brand positioning based on those findings and request
approval before proceeding.
3. Imagination: What Will Get us There
In this stage, we consider elements of communication that need to be created (or changed) to
influence responses and behavior toward the brand. A number of brand-shaping issues often
must be confronted: overall positioning, synergy within the community, packaging, budget
allocation, stakeholder participation, sponsorship association, co-operative efforts and, of
course, advertising and promotion. Business-building ideas are generated. Positioning lines and
logos are created and tested. Foundation creative is developed.
• Brand concept development
* Three campaign concepts will be developed.
• Positioning line development and testing
*Up to 12 lines will be written with 5 approved lines for testing.
• Foundation creative
- Logo development and guidelines: finished art
*One round of 5 logo concepts will be presented with a round of revision on the
chosen logo direction.
- Marketing materials: conceptual development
*Seven creative executions of the approved concept will be developed.
• Brand building ideas: How the brand extends into all community touch points?
4. Evaluation: How the Brand is Performing
Evaluation yields new information which may lead to the beginning of a new planning cycle.
Information may be gathered from concept pre-testing, campaign impact in the marketplace
and tracking studies to measure a brand's performance over time.
Ideally, two basic questions will be answered: have responses to the brand among target
audiences changed in the way the Community BrandPrintTM intended? And have these changes
resulted in action that will achieve the desired objectives of the brand? Turnkey or do-it-
yourself programs are recommended depending on the needs of the community.
• Recommended Measures of Accountability
• Three Annual Branding Check-Ups
• Geo-demography consumer profiling, Who, What, and Where reports (3 year update)
Note: Here, we conduct a final presentation that delivers the creative product, brand-
building ideas and recommended measures of accountability.
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In-market visit Week I
Vision Survey sent, received and entered Weeks 1 —4
Hoteliers collecting/sending visitor record files Weeks 1 —4
Competitive economic development data Weeks 2—6
Inquiry Origin data sent and report mapped Weeks 6 - 8
*Data compiled and mapped Weeks 6 - 8
*Geo-demography who, what and where reports Weeks 6 - 8
*Perception Study Weeks 8 - 12
*Understanding and Insights development Weeks 13 - 14
*Strategy Meeting Weeks 14 - 15
*Understanding and Insights presentation (Mid-point Meeting) Weeks 15 - 16
Imagination and Evaluation development Weeks 17-30
Blue Sky Meeting Week 17
Creative Brief Week 17
Brand concepts developed Weeks 17 - 19
Approval of brand concept Week 20
Positioning line development and testing Weeks 17 - 22
**Logo development Weeks 22 - 24
Creative concept executions Weeks 25—26
Final report development Weeks 27— 30
Imagination and evaluation presentation Weeks 29— 30
Proposed Timeline Weeks 28-30
* = Time dependent upon how quickly visitor records come in from hoteliers
** = Dependent upon how quickly approval from client is received
Beaumont BrandPrint
Just as the North Star has guided individuals for centuries, we help communities guide
residents, businesses and visitors to their destinations. We provide complete, research-
based branding solutions specifically for communities. This is the only reason we are in
business.
We have a proven approach that we call Community BrandPrintT". It combines
research, strategy and creative implementation to assist communities in receiving the
greatest possible return on their investment. North Star assists communities in
discovering their optimum brand positioning, and then leveraging their equity in that
brand through communications and strategic initiatives.
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North Star Destination Strategies, LLC
Colorado Office: Corporate Office: Florida Office:
1911 S. Corona St. 220 Disspayne Drive 11840 69`h Way
Denver, CO 80210 Nashville, TN 37214 Largo, FL 33773
303.362.1570 888.260.7827 727.373.2591
North Star Destination Strategies, LLC was established in 2000 and is owned by:
Don McEachern — CEO
We are over two dozen professionals committed to building strong community brands.
We believe research, strategy and creativity can connect the
soul of a community to the heart of its consumers.
Through the Community BrandPrint process, we determine Beaumont's most
distinct promise by triangulating your competitive situation, the vision of your
stakeholders and the perceptions of your consumer. From that promise, we craft a
brand strategy that positions Beaumont in the minds of residents, visitors and economic
development influencers. Then, we develop powerful brand-building ideas and effective
communication, all of which reinforce the positioning and assure brand equity and
growth.
Beaumont
BrandPrint Positioning
Vision of Community Competitive Situation
Perception of Consumers&
Influencers
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Don McEachern and David Bohan founded North Star Destination Strategies in 2000.
This venture combined two extensive backgrounds in branding packaged goods,
economic development and tourism destinations.
Don McEachern
CEO
Don McEachern has been growing brands and leading teams for more than 20 years. His
experience includes working for multi-national advertising agencies as well as nationally
recognized creative boutiques. During his time in the ad world, Don put his stamp on
some of the world's most famous brands including Goldkist, Hawaiian Tropic, Suntory
Bottled Water Group, Trump Plaza, Panasonic and Lanier Worldwide. For his efforts he
received numerous awards, including a prestigious national Effie for marketing
effectiveness and a Clio for excellent creativity.
Don has become the recognized expert in the exploding field of community branding.
With a process that combines research, strategy and creative, he has helped create
unique and effective brands for big-name cities like Anchorage, Alaska; Monterey,
California and Williamsburg, Virginia. That same process and passion has also been
applied to small cities that will soon be household names such as Uvalde, Texas and
Warrensburg, Missouri. He is a sought-after speaker on the topics of branding and the
formation of private-public partnerships to fund branding.
Don lives on a horse farm in Nashville, Tennessee, where he spends time with his wife
and three children riding horses, paddling kayaks and playing tennis. As of yet, no
member of his family has been branded.
Steve Chandler
President
A self-proclaimed ad geek, Steve Chandler has more than 10 years experience in
strategic planning and advertising development for regional and national brands. Prior
to joining North Star he enjoyed stints at ad agencies including international branding
agency BBDO. Steve's diverse branding experience in non-destination brands such as
Bayer Advanced, Lava Soap, Citicorp Diners Club, Angel Soft bath tissue, and Sparkle
paper towels provide a unique perspective against his destination experience, which
includes the likes of the Grand Ole Opry; Caribe Royale All-Suites Resort & Convention
Center; Galveston Island, Texas; downtown Anchorage, and Charlottesville, Virginia.
Steve remains true to his advertising roots by serving as past President of the Nashville
Advertising Federation. He is also a contributor to Create magazine and a member of
the Program Advisory Committee for Western Kentucky University's Department of
Advertising and Journalism.
As president of North Star, Steve combines his background in strategic planning with a
passion for marketing to guide North Star's many clients to their ideal community
brand. He is also passionate about his wife, two children, running and playing the guitar
at work (a habit his co-workers are less than passionate about).
David Bohan
Strategic Planning
Bohan started his early working career in advertising and served as the Advertising
Manager for the State of Tennessee, Department of Economic & Community
Development. David has worked in tourism and economic development marketing for
nearly three decades. He helped organize the Tennessee Department of Tourist
Development (the nation's first cabinet-level tourism department) and was its first
assistant commissioner for marketing. He and the department did well, because the
Travel Industry Association of America recognized Tennessee's tourism marketing
program as the country's most innovative.
Outside of state government, Bohan has worked with some of the biggest names in
American travel and tourism. Among them: the Grand Ole Opry, the Opryland Hotel,
the Opryland theme park, Diner's Club, Pigeon Forge Tourism and Beaches of South
Walton. In 2002, the Tennessee Tourism Roundtable saluted Bohan's multi-faceted
career by naming him a "Knight of the Roundtable," the state's highest tourism accolade.
He was the first recipient whose background is in marketing.
David received a Bachelor of Science Degree in Marketing from the University of
Tennessee, Knoxville.
George Piper, Director of Strategic Planning
For more than 30 years, George Piper has worked with national corporations and local
communities, helping identify their key strengths for future marketing efforts and
providing strategic planning for the successful implementation of their programs.
George began his career in New York City with Grey Advertising and Ogilvy & Mather,
working with companies like Toro Outdoor Equipment and Smith Kline/Beecham. A
vice presidential position with DDB/Needham and Y&R prompted George to move to
Chicago. Eventually he left the windy city for Knoxville, Tennessee to become one the
original partners and vice president of Time Warner/Whittle Communications, one of
the most innovative media companies of the day.
George's focus in community-based efforts began in 1996, when he served as a Senior
Strategist for Planning and Community Development for a regional architecture firm.
More recently, George led a multi-disciplinary team of consultants on the development
of an implementation plan for heritage tourism in Oak Ridge, TN.
One of the newest members of North Star's community branding team, George is going
great guns on two fronts. First, his knowledge of community government and strategic
thinking are enhancing the Community BrandPrint process. Second, he is spearheading
the development of North Star's innovative BrandMAP (management action plan)
process, which provides an organizational, funding and tactical roadmap for communities
who need help bringing their BrandPrint to life.
Greg Fuson, Director of Research
For more than 18 years, Greg Fuson has been helping businesses understand their
market through research. He has developed his skills in research design and
management for both quantitative and qualitative research.
Greg has managed research studies for a number of national clients including Nortel
Networks, Cisco Systems, Starbucks, Lowe's, Ruby Tuesday, O'Charley's Restaurants,
and Coca-Cola. Greg also has extensive experience in the tourism industry working
with clients such as The City of Pigeon Forge, East Tennessee Marketing Partnership,
Clarksville Montgomery County Economic Development Council, the Nashville
Convention and Visitors Bureau, Gaylord Entertainment, Nashville Shores Water Park
and the Tennessee Department of Tourist Development. Greg has also worked with
other travel and tourism destinations such as Charlottesville, Virginia; Valdosta, Georgia;
Warrensburg, Missouri; Williamsburg, Virginia and Anchorage, Alaska.
Greg received his Bachelor of Business Administration Degree in the field of Marketing
from Belmont University. Despite his impressive resume, Greg is not a dry numbers guy.
His self-described dream vacation involves riding a train, salmon fishing and lots of good
food.
Jason Swanson, Tourism Specialist
Jason Swanson has made a career of enhancing tourism communities by providing
strategic planning and implementation assistance to governments and private-sector
tourism businesses
During graduate work at Cornell University's School of Hotel Administration, the
Travel Industry Association of America and the National Tour Association recognized
Jason for his achievement in the industry. In addition,Jason has been selected to make
keynote presentations and lead seminar sessions at several major tourism conferences.
Jason has worked for clients in the restaurant, hotel, country club, tennis center, spa,
convention center, retail, office, marina, golf course, destination, and government
sectors in over 40 markets throughout the United States, the Caribbean, and Asia. He
also serves on the Southeast Tourism Policy Council, the governmental affairs arm of
the Southeast Tourism Society (STS).
Ted Nelson
Strategic Planning— Creative
A native New Englander, Ted started his fifteen year career in Boston, MA. He was
trained at such respected creative agencies as Arnold Advertising and Pagano, Schenck
and Kay, under the watchful eye of several industry legends. He has also served several
stints as Creative Director at the renowned creative factory Babbit & Reiman, award
winning agency Earle Palmer Brown and southeastern powerhouse West Wayne.
Ted's extensive tourism and travel experience give North Star a creative foothold
unmatched by many. Some of his past work includes Days Inns of America, the Bahamas
Ministry of Tourism, USAir, Pinellas County, FL., Georgia Department of Tourism,
Orient-Express Hotels, Hyatt Hotels, and Wild Dunes Resort, SC.
Ted is one of North Star's strongest advocates for the idea of having a single
collaborative team work on research, strategy and creative. According to Ted, an
amazing thing happens when the people who develop the strategies work hand in hand
with the ones who develop the ideas based on them —the transition is seamless; the
work reflects strategy and the strategy is inherent in the work.
Gregg Boling, Strategic Planning— Creative
Gregg Boling has spent more than 20 years in the ad business getting his clients noticed.
His work has been recognized on the local, regional, national and international levels by
virtually every industry publication and professional organization. He has worked as
Creative Director and Associate Creative Director for agencies like The Buntin Group
and Bohan giving him an experienced perspective on building strong brands and the
ability to deliver a multitude of creative solutions to support that brand.
Gregg's unique talents have helped mold community brands from Uvalde, Texas to Ft.
Wayne, Indiana. In addition to his mega-creative skills, Gregg multi-dimensionality makes
him a key player for North Star and its clients. He is equally comfortable providing ideas
and direction in all facets of North Star creative, business and management.
In his spare time, Gregg creates commissioned paintings that can be seen in private and
corporate collections throughout the Southeast.
Brooke Ludwick, Strategic Planning— Creative
A native of Seattle, WA, Brooke has worked in a number of major markets including
San Francisco and Atlanta. Her career experience also features time spent with Target
Corporation as well as several fashion magazines, advertising agencies and record labels.
Brooke brings a pure and classy approach to work done for North Star clients. This
results in outstanding creative that effectively breaks through media clutter with a
deceptive simplicity and style. A graduate of the renowned Portfolio Center in Atlanta,
her work has been recognized locally, regionally and nationally in awards competitions
and publications like Communication Arts. Outspoken with a true performer's heart, you'll
find her writing and recording songs with other music industry professionals when time
allows.
Dori Nicholson, Strategic Planning— Creative
One of North Star's most talented graphic designers, Dori has regional and national
experience developing logos and brand identity packages for an impressive roster of
corporate clients including American Express, Cellular One, BellSouth, Parisian and
Schering-Plough. To North Star clients, Dori is known as the brains behind many of our
community logos. She has developed brand identities for Glasgow, Kentucky; Gwinnett
and Henry Counties in Georgia; Mountain Longleaf Region, Alabama; Mesquite, Texas;
Warrensburg, Missouri; McKinney, Texas and others.
Dori's experience expands beyond identity development to include marketing collateral
such as brochures, annual reports, advertising, newsletters and direct mail. She has won
numerous awards for her work through the Public Relations Society of America and the
American Marketing Association.
Dori received a Bachelor of Arts degree in Visual Communication Design from Purdue
University. She considers her greatest works of art to be her two young children who
recently cheered her on as she ran her first marathon.
2
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Please see our client list below, as well as the enclosed case studies, as a summary of
tourism and economic development experience.
Alliance, Nebraska Killeen, Texas
Anchorage, Alaska Lansing, Michigan
Anniston, Alabama Lawrence County, Tennessee
Augusta, Georgia Longview, Texas
Bay City, Michigan Lowndes County, Georgia
Beaches of South Walton, Florida Madison, Alabama
Black Hills, South Dakota Meridian, Mississippi
Cape Girardeau, Missouri Mesquite, Texas
Chandler, Arizona McKinney, Texas
Charlottesville, Virginia Mobile, Alabama
Columbus, Georgia Monterey, California
Columbus, Indiana Peoria, Arizona
Concord, North Carolina Pigeon Forge, Tennessee
Conyers, Georgia Plano, Texas
Corinth, Mississippi Plymouth, Michigan
Dothan, Alabama Reading and Berks, Pennsylvania
Douglasville, Georgia Rome, Georgia
Dublin, Ohio Saint Paul, Minnesota
Fort Collins, Colorado Santa Rosa, California
Fort Wayne, Indiana Santa Rosa County, Florida
Gainesville, Florida Sebastopol, California
Galveston Island, Texas Seward, Alaska
Georgetown, Kentucky Shreveport- Bossier, Louisiana
Glasgow, Kentucky Spartanburg, South Carolina
Glendale, Arizona Springfield, Massachusetts
Grand Rivers, Kentucky State Parks of Tennessee
Grapevine, Texas Sumner County, Tennessee
Greeley, Colorado Texarkana, Texas
Gwinnett County, Georgia Tulare County, California
Hattiesburg, Mississippi Uvalde, Texas
Henry County, Georgia Warner— Robins, Georgia
Hopkinsville, Kentucky Warrensburg, Missouri
Jackson, Mississippi Williamsburg, Virginia
Kenai, Alaska Williamson County, Tennessee
Kenai Peninsula, Alaska Yarmouth, Massachusetts
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Most companies provide three references —one would assume their best three. Below
please find contact information for all of North Star's completed BrandPrint clients.
Anchorage. Alaska Beaches of South Walton, Florida
245 W 5' Aveunue, Ste 124 P.O. Box 1248
Anchorage, AK 95501 Santa Rosa Beach, FL 32459
Contact: Contact:
Ms. Becky Beck Ms. Kriss Titus
Executive Director Executive Director
Anchorage Downtown Partnership 850.267.1216
907.279.5660
Calhoun County, Alabama
Ms. Karen Kluesner 1330 Quintard Avenue
VP Client Services Anniston, Alabama 36202
The Nerland Agency Contact:
907.274.9552
Ms. Sherri Sumners
Augusta, Georgia President
P.O. Box 1331 Chamber of Commerce
Augusta, GA 30903 256.237.3536
Contact:
Mr. David Lyons
Mr. Barry White Tourism Director
Executive Director Chamber of Commerce
Augusta CVB 256.237.3536
706.823.6600
Cape Girardeau, Missouri
Bay City, Michigan 100 Broadway
901 Saginaw St. Cape Girardeau, MO 63701
Bay City, MI 48708 Contact:
Contact:
Mr.John E. Mehner
Ms. Patti Stowell President
Economic Development Chamber of Commerce
Mktg. Mgr. 573.335.3312
City of Bay City
989.894.8227 Mr. Chuck Martin
Ms. Shirley Roberts Director
Executive Director Cape Girardeau CVB 573.335.1631
Bay City CVB
989.893.1222
Chandler, Arizona Conyers, Georgia
215 E. Buffalo St. 1 184 Scott Street
Chandler, AZ 85225 Conyers, GA 30012
Contact: Contact:
Ms. Kimberly Janes Ms. Harriet Gattis
Tourism Director Tourism Manager
City of Chandler City of Conyers
480.782.3037 770.929.4270
Charlottesville, Virginia Dothan, Alabama
P.O. Box 178, 600 College Drive P.O. Box 8765
Charlottesville, Virginia 2290 Dothan, AL 36304
Contact: Contact:
Mr. Mark Shore Mr. Bob Hendrix
Director Executive Director
Charlottesville/Albemarle CVB Dothan CVB
434.293.6789 334.794.6622
Columbus, Georgia Douglasville, Georgia
100 Tenth St. 6694 Broad St.
Columbus, GA 31901 Douglasville, GA 30134
Contact: Contact:
Mr. Carmen Cavezza Ms. Collin Cash-Smith
City Manager Executive Director
706.653.4029 Douglasville CVB
770.947.5920
Mr. Peter Bowden
Director Georgetown Renaissance
Columbus CVB Incorporated
706.322.1613 160 E. Main St.
Georgetown, KY 40324
Mr. Mike Gaymon Contact:
President and CEO
Chamber of Commerce Ms. Darlene Albin
706.327.1566 Main Street Director
502.863.5424
Mr.John Simpson
Director
Tourism Commission
502.863.2547
Glasgow, KY Gwinnett County, Georgia
118 East Public Square 6500 Sugarloaf Parkway, Suite 200
Glasgow, KY Duluth, GA 30097
Contact: Contact:
Mr. Bobby Lee Hurt Ms. Lisa Anders
Chairman Communications and Mktg. Mgr.
Glasgow/Barren Co. Tourist Comm. Gwinnett County CVB
270.646.2151 770.623.3600
Glendale, Arizona Hattiesburg, Mississippi
5850 W. Glenn Dr. P.O. Box 16122
Glendale, AZ 85301 Hattiesburg, MS 39404
Contact: Contact:
Ms. Elaine Scruggs Mr. Richard Taylor
Mayor Director
623.930.2260 Hattiesburg CVB
601.268.3220
Grand Rivers, Kentucky Henry County, Georgia
P.O. Box 102 1709 Highway 20 West
Grand Rivers, KY 42045 McDonough, GA 30253
Contact:
Contact:
Mr. Bill Gary Ms. Kay Pippin
Chairman Executive Director
Grand Rivers Tourism Commission Chamber of Commerce
270.362.8364 770.957.5786
Grapevine, Texas Jackson, Mississippi
One Liberty Park Plaza 921 North President Street
Grapevine, TX 76051 Jackson, MS 39202
Contact: Contact:
Mr. George Kakos Mr.John Lawrence
Assistant Executive Director President
Grapevine CVB Jackson Downtown Partners
817.410.3185 601.353.9800
Mr. Paul W McCallum Ms. Wanda Perry
Executive Director, CVB Director,Jackson CVB
817.410.3185 601.960.1891
Ms.Janet Scott
Executive Director,Jackson Arts Alliance
601.960.1557
Lansing, Michigan Mobile, Alabama
1223 N. Turner St. 10`h Floor Government Plaza
Lansing, MI 48906 Mobile, AL 36633
Contact: Contact:
Mr. Lee Hladki Mr. Mike Dow
President Mayor
Greater Lansing CVB City of Mobile
517.377.1404 251.208.7395
Ms. Tracy Padot Mr. Landon Howard
Director, Mktg. Communications Vice President
Greater Lansing CVB Mobile CVB
517.377.1419 251.208.2003
Lawrence Counter, Tennessee Pigeon Forge, Tennessee
P.O. Box 86 P.O. Box 1390
Lawrenceburg, TN 38464 2450 Parkway
Contact: Pigeon Forge, TN 37868
Contact:
Mr. Randy Brewer
President Mr. Leon Downey
Chamber of Commerce Executive Director
931,762.4911 Department of Tourism
865.453.8574
Mesquite, Texas
1515 N. Galloway Plano, Texas
Mesquite, TX 75149 2000 E. Spring Creek Pkwy.
Plano, TX 75074
Mr. Tom Palmer Contact:
Economic Development Manager
City of Mesquite Mr. Mark Thompson
972.216.6340 Executive Director
Plano CVB
McKinney, Texas 972.422.0296
222 N. Tennessee St.
McKinney, TX 75069 Reading and Berks County,
Contact: Pennsylvania
352 Penn St.
Ms. CoCo Good Reading, PA 19602
Dir. Of Mktg. and Communications Contact:
City of McKinney
972.547.7508 Ms. Crystal Seitz
President
Visitors Bureau
610.375.4085
Rome, Georgia Spartanburg, SC
402 Civic Center Drive 145 West Broad Street
Rome, GA 30161 Spartanburg, SC 29304
Contact: Contact:
Ms. Lisa Smith Mr. Randy Barnett
Executive Director Mayor
Rome CVB City of Spartanburg
706.295.5576 864.596.2020
Santa Rosa County Tourism Mr. Mark Scott
Development Council City Manager
8543 Navarre Parkway City of Spartanburg
Navarre, FL 32556 864.596.2026
Contact:
Ms.Jules Bryant
Ms. Kathy Newby Director
Executive Director Spartanburg CVB
Santa RosaTDC 864.594.5051
850.939.3267
Springfield, Massachusetts
Seward, Alaska 1 141 Main Street
P.O. Box 749 Springfield, MA 01 103
Seward, AK 99664 Contact:
Contact:
Ms. Mary Kay Wydra
Ms. Laura Cloward President
Executive Director Greater Springfield CVB
Seward Chamber of Commerce 413.787.1548
907.224.8051
Mr. Craig Rydin
Ms. Vanta Shafer CEO
Mayor Yankee Candle Company
City of Seward 416-665-8306
907.224.8060
Sumner County, Tennessee
P. O. Box 947
Gallatin, TN 37066
Contact:
Ms. Kaye Ireland
Executive Director
Sumner County CVB
615.230.8474
i
Texarkana, Texas Williamsburg, Virginia
P. O. Box 1468 6665 Delmar Blvd., Suite 300
Texarkana, TX 75504 St. Louis, MO 63130
Contact: Contact:
Mr.Jim Cherry Mr. Terry Herbert
President Momentum Advertising
Chamber of Commerce 314.290.8628
903.792.7191
Williamson County, Tennessee
Uvalde, Texas P.O. Box 156
300 East Main Street Franklin, TN 37065-0156
Uvalde, TX 78801 Contact:
Contact:
Mr.John Whisenant
Ms.Joanne Nelson Vice President of Tourism
Executive Director 615.794.1225
Uvalde CVB
800.588.2533
Yarmouth, Massachusetts
Valdosta, Georgia 424 Route 28
1 Meeting Place West Yarmouth, MA 02673
Valdosta, GA 31601 Contact:
Contact:
Mr. Bob Dubois
Ms. Evelyn Langdale Executive Director
Volunteer for Image Campaign Chamber of Commerce
Valdosta -Lowndes Co. CC &Tourism 508.778.1008 x I 1
229.245.9521
Ms. Karen Greene
Warrensburg, Missouri Director of Community Development
100 South Holden St. Town of Yarmouth
Warrensburg, MO 64093 508.398.2231 x278
Contact:
Ms. Tammy Long
Executive Director
Chamber of Commerce and
Visitor's Center
660.747.3168