• The four target areas,
• The marketing tactics and implementation tools,
• The marketing priorities,
• Prioritizing the tools and  tactics to most effectively implement a Strategy that fits San Carlos,
• Other marketing and branding strategies the City should consider,
• Preparing cost estimates, budgets and realistic timeframes for each task, and
• Identifying the best practices for marketing and branding

Propose A Budget: 

The marketing consultant shall develop a budget for the marketing program that outlines implementation actions and their associated cost.  The City anticipates commencement the community branding effort, finalization of the Draft Strategy, and completion of any other key early stage marketing initiatives during fiscal year 2009-10. Other implementation efforts, including the launch of the brand campaign, would commence in fiscal year 2010-11.

Monitoring System: 

The marketing consultant shall develop a monitoring system and performance measures to assess the effectiveness of the various marketing methods.

Evaluate City's Image and Brand:  

The marketing consultant shall evaluate the City’s image and brand, conduct an assessment of community attitudes and perceptions, and provide recommendations regarding whether or not a new or updated image and brand is needed for the City’s marketing initiatives.  To the extent needed, the marketing consultant will craft a new brand and themes for City consideration. 

Develop an Identity/Branding Awareness Program: 

The marketing consultant shall propose a well-defined identity/branding awareness program to persuade resident and non-resident consumers to patronize San Carlos businesses. The branding programs must also be applicable for business retention and recruitment strategies.  The consultant shall also launch the first year marketing program for San Carlos.