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Kirkland, WA BrandPrint™ Report December 15, 2009

Kirkland, WA BrandPrint Report

North Star Destination Strategies

TABLE OF CONTENTS
() Indicates a correlating appendix. () Indicates additional rich content on the Final BrandPrint CD. ** Indicates a bound version of this piece has been provided with this Final Report.

INTRODUCTION About North Star Destination Strategies About TheBrandPrint Process EXECUTIVE SUMMARY UNDERSTANDING (Research Findings) INSIGHTS (Conclusions Based on Research) IMAGINATION (Creative Ideas for Building the Brand) UNDERSTANDING WHERE THE BRAND HAS BEEN & WHY IN-MARKET STUDY Purpose, Methodology & Results STAKEHOLDER VISION SURVEY () Purpose, Methodology & Results PERCEPTION STUDY () () Purpose, Methodology & Results CONSUMER AWARENESS &PERCEPTION STUDY Purpose, Methodology & Results INQUIRY ORIGIN STUDY () () Purpose, Methodology & Results AREA ATTRACTION ORIGIN STUDY () () Purpose, Methodology & Results OVERNIGHT VISITOR ORIGIN STUDY COMMUNITY TAPESTRY STUDY () An Introduction to Community Tapestry™ Purpose, Methodology & Results Community Tapestry Who Report | Residents Community Tapestry Who Report | Resident LifeMode &Segment Breakout Community Tapestry Who Report | Kirkland Residents, Eastside Residents & KAC Patrons Community Tapestry What Report | Understanding the What Report Community Tapestry What Report | Reading the What Report Charts Community Tapestry What Report | Resident Profile What Report Charts Community Tapestry What Report | Eastside Profile What Report Charts COMPETITIVE ANALYSIS Purpose,Methodology & Results

Kirkland, WA BrandPrint Report

North Star Destination Strategies

INSIGHTS WHERE THE BRAND SHOULD BE INSIGHTS ABOUT KIRKLAND KIRKLAND BRAND PLATFORM IMAGINATION () WHAT WILL GET US THERE? CREATIVE EXPRESSIONS OF THE BRAND A Word About Creative Expression of the Brand Chosen Written Concept Credo Copy & Descriptive Vocabulary Strapline & Approved Logo Concept #1 General AdsE-newsletter Website Portal Homepage Pole Banners Letterhead Concept #2 Leisure Ad Ads for Meetings Target General Ad E-newletter Poster Website Portal Homepage Pole Banners Letterhead Color Palette BRAND ACTION IDEAS PUTTING THE BRAND TO WORK Strategies and tactics Organization Infrastructure Community Visitors Business EVALUATION HOW IS THE BRAND PERFORMING? KIRKLAND COMMUNITY BRAND BAROMETER ()Purpose, Methodology KIRKLAND VISITATION STUDY () Purpose, Methodology KIRKLAND PERCEPTION STUDY () Purpose, Methodology KIRKLAND CONVERSION STUDY () Purpose, Methodology
Kirkland, WA BrandPrint Report North Star Destination Strategies

APPENDIX A: STAKEHOLDER VISION SURVEY RESPONSES APPENDIX B: CAP STUDY OPEN-ENDED RESPONSES APPENDIX C: INQUIRY AND AREA ATTRACTION CUSTOMER GEOGRAPHICSUMMARIES AND MAPPING APPENDIX D: BRAND MANAGER JOB DESCRIPTION APPENDIX E: SAMPLE BRAND CHARTER APPENDIX F: TRADEMARK SEARCH APPENDIX G: OUTLINES OF EVALUATION STUDIES APPENDIX H: GRAPHIC STANDARDS

Kirkland, WA BrandPrint Report

North Star Destination Strategies

INTRODUCTION

ABOUT NORTH STAR DESTINATION STRATEGIES North Star Destination Strategies comprises over two dozen talentedindividuals dedicated to growing destination brands through integrated marketing solutions. In fact, North Star is the only branding company to offer destinations a combination of research, strategy and creative communications. This process – called Community BrandPrint™ – provides direction for the community's tourism brand development much like a blueprint guides the construction of a home. And justlike a blueprint, the priorities and targets of each Community BrandPrint™ are stated in clear and unambiguous language. The resulting brand personality is as revealing as an individual's fingerprint, and just as unique. ABOUT THE BRANDPRINT PROCESS Through the Community BrandPrint™ process, North Star determines Kirklands‟s most relevant and distinct promise. From that promise, we create a...