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o <br />Indian River County <br />Chamber of Commerce <br />SCOPE OF SERVICES <br />BRANDING AUDIT AND MARKETING PLAN <br />INDIAN RIVER COUNTY, FLORIDA <br />This is a joint project between the Indian River County Board of <br />County Commissioners and the Indian River County Chamber of <br />Commerce <br />Project Name: Branding Audit and Marketing Plan <br />Summary: The project will include a review of current branding efforts, with <br />recommendations for either "refreshing" the current branding activities with minor <br />changes, or developing a new branding program. The project will also include a <br />marketing plan with recommendations for communicating the brand to appropriate <br />audiences both internally and externally (including target industries). The project will be <br />contracted and managed by the Chamber of Commerce with 50% funding (not to <br />exceed $12,500) coming from the County and the remainder of the funding provided by <br />the Chamber's Economic Development Division. <br />Anticipated Results: A branding program that stimulates a prospective business, <br />preferably one in a targeted industry, to make an informed inquiry about relocating to, or <br />expanding business operations in Indian River County. <br />Background: The Indian River County Board of County Commissioners recently <br />approved the final report of a countywide economic development positioning analysis <br />and action plan, as completed by Ady Voltedge, Inc. (aka Ady Advantage). One of the <br />recommendations of the action plan is to conduct a Brand Audit and develop a <br />marketing plan to effectively and consistently communicate the positioning message, <br />verbally and visually, to multiple audiences. <br />Current Situation: The Board of County Commissioners will consider contracting with <br />the Ady Voltedge consulting firm to conduct a detailed Target Industry Analysis along <br />with positioning statements for each target industry, as was recommended in the final <br />report positioning analysis and action plan. If the Commissioners approve a contract for <br />that work in April 2015, it is anticipated the study will be completed by early fall of 2015. <br />Attachment 4 <br />F:\Community Development\Users\EDplannr\Plans, Study's & Reports\Economic Positioning Initiative <br />2013-2014\Contract\Amendments\Attachment 5 Revised - Scope of Svs - branding-mktg.docx <br />