San Leandro City Council
February 17, 2026

City of San Leandro Branding & Marketing Proposal 1
City of San Leandro
Branding & Marketing
Proposal
NOVEMBER, 2025
Proposal prepared for:

Angela Clark, Public Information Assistant &
Sally Perez, Purchasing Agent
City of San Leandro Branding & Marketing Proposal 2
November 12, 2025
An: Angela Clark, Public Information Assistant &
Sally Perez, Purchasing Agent
Re: Statement of Qualifications — City Brand Assessment and Marketing Plan Dear Ms. Clark and Ms. Perez,
On behalf of Resonance Consultancy, it is with great enthusiasm that we submit our qualifications to partner with the City of San Leandro on its City Brand Assessment and Marketing Plan.

San Leandro is at an exciting moment of transformation. As the City advances its Economic Development Strategy and continues to grow as a hub of innovation and community, this is a timely opportunity to define a brand that authentically reflects its people, values, and economic vitality. We understand that this initiative is about more than design or messaging. It is about creating a unifying story that connects residents, businesses, and visitors while positioning San Leandro confidently within the Bay Area and beyond.

Resonance brings deep expertise in city branding, destination strategy, and place marketing. We have helped communities from Pisburgh to Ann Arbor, Boise to Brussels, discover their authentic narratives and turn them into strategies that inspire investment, pride, and growth. Our collaborative approach ensures that every brand we build is rooted in local voices and designed for long-term impact. For this project, we are excited to partner with Oakland-based design strategist and stakeholder engagement consultant Ilana Lipse who brings extensive knowledge and experience working in the Bay area.

We have reviewed the City’s Standard Consulting Services Agreement and confirm our ability to meet all terms and insurance requirements, including compliance with the Living Wage Ordinance. We look forward to the opportunity to collaborate with the City of San Leandro on this important and inspiring initiative.

Christopher Fair
President & CEO
[email protected]
646-413-8887

COVER LETTER
City of San Leandro Branding & Marketing Proposal 3

TABLE OF CONTENTS
01 Consultant Profile 04
02 Project Team 09
03 Relevant Experiences 15
04 Approach & Methodology 23
05 Timeline & Budget 34
06 References 37
City of San Leandro Branding & Marketing Proposal 4
01 Consultant Profile
City of San Leandro Branding & Marketing Proposal 5

WE ARE RESONANCE
Empowering Places.

Based in New York, Vancouver, and Brussels,
Resonance creates transformative strategies,
plans, brands and campaigns that help
destinations, cities and communities realize
their full potential.

Our diverse, multidisciplinary team of
designers, planners, strategists, creatives,
storytellers, and account leaders have
completed more than 100 visioning,
strategy, marketing and branding projects
for destinations, cities and districts around
the world, from Calgary to Los Angeles,
Brussels to Houston, Ireland to
Christchurch NZ.

Our structure is as follows:
– Strategy: 4 employees
– Research & Consulting :4 employees
– Creative Services: 6 employees
– Account: 4 employees
– Admin: 2 employees
18 Years of operation.

Founded in 2008
20+ Team members
4 Oices around
the world
10 Languages spoken
100+ Projects for cities
around the world
50% Women in
leadership roles
28% BIPOC & LGBTQ
Employees
City of San Leandro Branding & Marketing Proposal 6

OUR MISSION
More
Livable
More
Lovable
Helping Places Realize
Their Full Potential
Across every project, we strive to foster
community, preserve cultural heritage,
create vibrancy and generate economic
benefits by making places more livable,
lovable and prosperous for all. More
Prosperous
City of San Leandro Branding & Marketing Proposal 7

OUR EXPERTISE
We are place branding
and marketing experts
01 Research
We oer a unique approach to benchmarking the
performance of cities and regions.
– Consumer Research
– Market Analysis
– Performance Benchmarking
– Economic Forecasting
02 Strategy
We create strategies and plans for sustainable
destination marketing and development.
– Organizational Strategic Planning
– Economic & Destination Development
– Marketing Strategy
03 Branding
We express the identity, essence and experience of
a place and bring it to life through creative, storytelling and brand governance.
– Brand Strategy
– Brand Story & Messaging
– Brand Identity
- Brand Management & Governance
04 Marketing
We aract businesses, talent and visitors with creative campaigns, content and communications.
– Earned Media
– Creative Development
– Content
– Media Relations
City of San Leandro Branding & Marketing Proposal 8

OUR CLIENTS
We partner with
visionary places that
seek bolder ideas and
beer futures.

Our team has advised cities and
destinations in more than 100 cities
around the world.

City of San Leandro Branding & Marketing Proposal 9
02 Project Team
City of San Leandro Branding & Marketing Proposal 10

PROJECT TEAM
We’re excited to bring an expert team in place branding Combined with a local engagement expert
Jeremie Feinbla
Principal
Jake Buganski
Vice President, Strategy
Dominic Prevost
Vice President, Creative
Ilana Lipse
Strategic Partner
City of San Leandro Branding & Marketing Proposal 11
Jeremie Feinbla
Principal
New York
At Resonance, Jeremie leads the brand
strategy practice around the world. He led
the team that developed and manages the
new unified international brand for the
Brussels Region, helped Christchurch New
Zealand update its story, positioning and
tourism strategy, advises Houston and
Hershey Harrisburg on brand strategy
alignment.

Previously, Jeremie led senior positions at
Mae Projects in New York and Interbrand
and FutureBrand in Paris working brand
strategy & activations for iconic consumer,
lifestyle and tourism brands.

Jeremie is a global expert in
destination strategy &
branding - with over 20 years
of experience in various
strategy, consulting and
entrepreneurial roles.

Your Team of Global Experts
on Place Performance

PROJECT TEAM

EDUCATION
Masters in Management, EDHEC, Lille, France, 2005
EDHEC is in the top 4 business schools in France
BSC Mathematics, 2001
BSC Geography, 2001

RELEVANT EXPERIENCE
Greater Baltimore Commiee
City of Reno
Visit Brussels
Visit Hershey Harrisburg
ChristchurchNZ
City of Houston

WRLDCTY
City of San Leandro Branding & Marketing Proposal 12
Jake Buganski
Vice President, Strategy
Philadelphia
Jake has more than 20 years of
executive-level experience in both the
public and private sectors of the tourism
and hospitality industry.

Before joining Resonance, he led
destination marketing organizations
across the United States, including serving
as New Jersey’s State Tourism Director, and
held executive roles such as Vice President
of Strategy at Tempest, a digital marketing
agency for DMOs.

At Resonance, Jake applies this expertise
to guide strategic partnerships, ensuring
each collaboration thrives on shared
purpose, clarity, and creativity.

Jake brings an insider’s
understanding of how
destinations succeed by
bridging research,
marketing, and storytelling
to help places and
organizations achieve their
full potential.

Your Team of Global Experts
on Place Performance

PROJECT TEAM

EDUCATION,
Bachelor of Arts, Communications (Public Relations),
Rowan University, 2004

RELEVANT EXPERIENCE
New Jersey State Tourism Director
Vice President of Strategy, Tempest
President, Corning and the Southern Finger Lakes
Certified Destination Management Executive (CDME)
City of San Leandro Branding & Marketing Proposal 13

EDUCATION
Creative Residency, Fabrica, Treviso, Italy, 2007
Bachelor’s in Graphic Design:
– UQÀM School of Design, Montréal, Canada, 2006
– ESAG Penninghen, Paris, France, 2004
Diploma in Graphic Design, CVM, Montréal, Canada,
2003

RELEVANT EXPERIENCE
Visit Brussels
City of Reno
Visit Hershey Harrisburg
ChristchurchNZ
City of Houston
Great Escapes Saudi Arabia

WRLDCTY
Dominic Prevost
Vice President, Creative
Vancouver
Over the course of his two-decade career,
Dominic has worked with clients which
include: Nike, adidas, lululemon, Toyota,
Smart, Mercedes, Johnnie Walker, Red Bull,
Sony Playstation, Destination Canada,
Four Seasons, and Qantas.

He also teaches at Miami Ad School and
Vancouver’s IDEA School of Design, while
actively involved as a collaborator, jury
member, and keynote speaker at creative
industry events across North America and
Europe.

Dominic strives to constantly elevate the
creative process. He shapes brand
strategy, drives innovation, and leads a
world-class creative team to deliver
exceptional concepts and execution.

Seasoned in both advertising
and design, Dominic has
worked in top agencies from
Paris to Sydney, London to
Montreal and Vancouver
where he spearheaded the
development of multiple
award-winning, integrated
campaigns for some of the
world’s most notable brands.

Your Team of Global Experts
on Place Performance

PROJECT TEAM
City of San Leandro Branding & Marketing Proposal 14

EDUCATION
MBA, Sustainable Management, Presidio Graduate
School
Advanced Certificate of Achievement, Regenerative
Intelligence, RegenIntel
BA with Honors in History, University of California, San Diego

RELEVANT EXPERIENCE
City of San Francisco, Mayor’s Oice of Economic &
Workforce Development
Cultural Aairs Commission, City of Oakland
Civic Imagination & Futures Training, U.S. Conference of Mayors, Leadership Council San Mateo County
Urban Land Institute, Advisory Services Panelist
Emerge California, Alumni
Placemaking X, Leader
Tidewater Capital (San Francisco)
Ilana Lipse
Strategic Partner
Oakland
At the intersection of community, culture,
and civic engagement, Ilana helps cities,
developers, and organizations expand their
collective capacity to imagine and build
beer futures.

She has led award-winning placemaking
and community engagement projects for
municipal governments, civic coalitions,
and international organizations.

Recognized by the Obama White House as
a Champion of Change in Civic Innovation
for co-founding freespace, a global
movement transforming vacant spaces into
hubs of community, culture, and
collaboration, Ilana brings both strategic
and soulful dimensions to place-based
work.

Ilana Lipse is a civic futurist
and placemaker whose work
explores how we live—and
imagine living—together, now
and into the future. Her
practice investigates
planetary urbanism: how
cities, ecosystems, and
communities shape and
support one another across
scales.

Your Team of Global Experts
on Place Performance

PROJECT TEAM
City of San Leandro Branding & Marketing Proposal 15
03 Relevant
Experiences
16 CASE STUDY
Baltimore
Bold Moves Reignite A Region
The Greater Baltimore Commiee engaged Resonance
to develop a unified destination and investment brand
that amplified civic progress and collective eorts to
transform the region. Extensive research with
stakeholders and residents showed that Baltimore is
defined by a history of nation-shaping innovation and a willingness to tackle complex challenges head-on. We
positioned Greater Baltimore as a region fearlessly
making Bold Moves that are defining its future.

A destination and investment brand positions Greater Baltimore as a dynamic region of reinvention, resilience, and progress.

The brand launched at SelectUSA 2025 with a new
investment website, marketing campaign, and unified
narrative—earning immediate praise. Co-created with a
panel of Baltimore-based creatives, the identity framed transformation in motion, showcasing all the Bold
Moves taking place in the region be it people, places,
and industry. Bold Moves became a rallying cry for doers and visionaries is now headlining major redevelopment
and innovation projects across the region.
17 CASE STUDY
Tulsa
Inspiring a Region to See Further
The Tulsa Regional Chamber and Visit Tulsa launched an
18-month project called Destination Tulsa 2025 designed to unite tourism, economic development and urban
planning initiatives and aract talent, tourism and
investment. Through stakeholder engagement,
destination assessment, open houses and workshops,
Resonance developed a brand and destination strategy
that identified 5 key characteristics that shape Tulsa’s personality—it’s entrepreneurial, creatively vibrant, active, family-friendly and historic.

Engagement reveals an oil and gas capital
ready for a creative positioning.

We turned these into a campaign – Tulsa Inspires – that reflects how the home of the Woody Guthrie Center and
the Bob Dylan archives stimulates the arts, and how its entrepreneurial spirit fosters startups and innovation, among other objectives. Tulsa Inspires proved resonant
and flexible enough to rally cities and towns in the region.

We connected the brand to a logo, distinct language and brand stories that were used in marketing and
communications eorts around the region.
18 CASE STUDY
Lynchburg Economic Development
Uniting people, a region, and a message
The City of Lynchburg Oice of Economic Development
and Tourism grounds its work in a central premise:

Every resident has the opportunity to thrive in the city.

However, the city’s stories and initiatives lacked the
unity and internal cooperation needed to unite behind a compelling message why to visit, live or invest in the
city. Resonance was contracted by the City of
Lynchburg to help develop a Blueprint for Opportunity.

Our competitive analysis, combined with community
engagement, resulted in the destination brand LYH
Loves You, which represented all players in the city and region, from talent araction agencies to local tourism marketers. The line was a play on the state’s timeless
Virginia is for Lovers tourism tagline. Resonance
then brought the city’s distinct, unified positioning
to life with a marketing strategy, advertising on all
platforms and implementation to aract audiences.

An Economic Development Blueprint and destination
brand spotlights inclusivity, welcome and warmth.
19 CASE STUDY
Scosdale Tourism & Events
Luxury Meets Sustainability in the Desert
The Tourism & Events Department of the City of
Scosdale engaged Resonance, in partnership with
Experience Scosdale, in the development of a
strategic plan to guide post-pandemic recovery and
provide a framework for investment decision-making to
grow the industry over the next five years. This work
follows an engagement with the City of Scosdale to
develop an economic development strategy and brand
identity for Choose Scosdale.

The framework developed a shared vision of tourism to
help Scosdale grow sustainably as one of the
country’s most desirable destinations. We positioned it as a luxury destination in the heart of the Sonoran
Desert; the framework helped oicials understand the
facilities, programming and events required to enrich
both the visitor and resident experience. The goal:
minimize the impact of tourism on the environment
while maximizing its economic benefits for the city.

A plan to balance growth with resident’s needs
in the Sonoran’s most desirable destination.
20 CASE STUDY
South Bend-Elkhart Regional Partnership
A Rust Belt Region Looks Ahead
The South Bend Regional Partnership comprises 47
communities—including the hometown of former South
Bend mayor and U.S. Secretary of Transportation Pete
Buigieg. Resonance was enlisted to define its
competitive identity, then transform it into an
advertising and communications campaign aimed at
drawing in talent, residents, and investment. We
benchmarked the region against a robust competitive
set, surveyed residents, and talked strengths and
weaknesses with stakeholders.

We discovered an accessible region with high GDP
growth, an economy geared towards technology and
innovation, and a political will to shape the future, move beyond a rustbelt narrative, and bring university grads back home from larger urban centers. Our research and
brand platform resulted in We+You—a clear, versatile
message that builds confidence in newcomers, talent
and investors, and says that the partnership is squarely on their side and working for their success.

A campaign to bring native-born grads home
to shape the future of an Indiana region.
21 CASE STUDY
Visit Quad Cities
Growing Awareness on the Mississippi
Resonance was engaged by Visit Quad Cities to first
develop a strategic plan that would define an
overarching vision and competitive positioning for the
regional destination; we were then asked to create a
brand and campaign to raise awareness of the region.

The Quad Cities are actually five places linked by the
Mississippi River—Rock Island, Moline and East Moline,
Illinois, as well as Davenport and Beendorf, Iowa. But where is that, exactly?
We chose to ask the question point-blank in the
campaign, and answer it with all of the amenities,
diversity and strengths of the cities. We flipped ‘Quad Cities, That’s Where?’ to formulations like ‘Quad Cities, That’s Where 150 Fortune 500 and 1,000 companies call
home.’ ‘That’s where concerts light up every summer
night.’ The combination of hard facts and fun appealed
to visitors, talent and investors, and got the region the aention it wants.

Helping visitors and investors answer the
age-old question: Where’s Quad Cities?
22 CASE STUDY
Houston First Corporation
Uncovering a City’s Superpower
Houston First Corporation, the city’s tourism authority, engaged Resonance to create a positioning strategy
and messaging to help Houston’s organizations speak
the same language as they worked to aract visitors,
talent and investment. Research and engagement led
to a strategy to leverage the powerful collaborative
energy made possible by the city’s inclusivity and
diversity.

The idea created a shift from Houston’s many facts and
features to its emotional benefits for the audiences it wanted to aract. United under the platform “The
Power of Together”, Resonance created economic
development and tourism videos, trade show
communications, graphic systems and other content
on B2B and B2C platforms. We continue to work with
Houston First, Greater Houston Partnership and other
organizations to bring the brand to life.

A strategic story helps a diverse city find a
common message for tourism and investment.

City of San Leandro Branding & Marketing Proposal 23
04 Approach &
Methodology
City of San Leandro Branding & Marketing Proposal 24

THE OPPORTUNITY
We, too, see the opportunity you have
recognized to leverage San Leandro’s small
town personality and urban hub
connectivity to truly make a name for the
city within the Bay Area and beyond.

As identified, one major key to such success
will be discovering and developing a brand
for San Leandro that unites and invigorates
the community while enticing and intriguing
those on the outside to take a closer look.

Beyond this, it will be critical that this brand
is discovered and experienced by those who
will catalyze the progress toward your vision
for San Leandro’s future.

San Leandro has unique and distinct advantages in terms of location, infrastructure, and demographics that make the city primed for economic growth and prosperity.

With an enviable suite of economic
development programs, oerings, and
incentives available to propel this charming
and robust city forward, San Leandro has
chosen the perfect moment to embark upon
creating a polished and resonant brand that
accurately represents the opportunity that
becoming part of your community provides.

Your RFQ illustrates your readiness for and
firm grasp upon the task at hand, and with
the right partner San Leandro is poised to
elevate its standing as a top prospect
amongst Bay Area locales for businesses,
residents, and visitors.

City of San Leandro Branding & Marketing Proposal 25

PROJECT PHASES
A thorough and collaborative, 3-phase
approach to keep San Leandro moving forward
PHASE 1
Discovery &
Situational
Analysis
PHASE 2
Brand Identity
Development
PHASE 3
Brand Application
& Strategy
01 Project Kick O
02 Brand Assessment &
Competitive Analysis
03 Stakeholder Interviews &
Surveys
04 Revise & Finalize Research
01 Develop Brand Platform
02 Visual Identity
03 Create Brand Toolkit
01 Implementation Strategy
02 Sustainability Strategy
03 Revise & Finalize Plan
26 City of San Leandro Branding & Marketing Proposal
PHASE 1
Discovery &
Situational Analysis
City of San Leandro Branding & Marketing Proposal 27
PHASE 1 - DISCOVERY & SITUATIONAL ANALYSIS
We will begin our process by quickly and eiciently
geing the lay of the land in San Leandro.

ACTIVITIES
01 Project Setup: Virtual Kick O
02 Strategic Review of Existing Plans
03 Brand Assessment & Competitive Analysis (up to 5 other brands)
04 Stakeholder Mapping

DELIVERABLES
01 Project Roadmap & Research Plan
We have reviewed various materials
related to the city and its current
initiatives, such as the 2023 Community
Survey, the 2025 Innovation action plan,
and your Economic Development Strategy.

We have a good sense of how you arrived
at the decision to embark on this process,
but we also know we have more to learn,
directly from you and your community.

We will begin with a two-hour kick o call
to discuss project objectives and hear the
San Leandro team’s perspectives. Through
this process we will begin developing a
plan to engage the community and create
a playbook for how best to solicit the
necessary feedback.

During this phase our team will also
perform an audit of up to five [5] existing
surrounding brands as well as discuss
aspirational brands that we can use as
references in developing the
implementation and long-term
sustainability plans in the final phase of
the project.

In parallel, our research team will analyze
data provided by the IRS to understand
migration paerns, as well as CoStar to
understand investment in San Leandro
Between the Resonance team’s
experience working with cities all over the
world, and our local partners’ knowledge of
local audiences and dynamics, when this
phase is complete we will have a solid
foundation to begin the work of
developing an eective and engaging
brand for San Leandro.

Budget Items:

1.1 Project kicko/setup

1.2 Brand assessment & competitive analysis
City of San Leandro Branding & Marketing Proposal 28
Our dialogue with your community will become our
most important asset.

ACTIVITIES
01 In-person Roundtables*
02 1:1 Interviews
03 Initial In-Person Visit
04 Community Survey**

DELIVERABLES
01 Online Dashboard
02 Research & Insights Report
Once we begin geing a sense of what
really makes San Leandro tick, we will dive
deeper with conversations with the key
stakeholders identified. The process will
include:
● [7-10] Community focus groups with
stakeholder segments such as small
business, youth & families, arts &
culture, science & innovation,
faith-based groups, non-profits,
government, etc.
● 1:1 interviews with key stakeholders
(format and amount TBD following
kick-o/project setup)
● [2-3] Local event-based outreach
opportunities
● Community survey (fielded by San
Leandro)
(Numbers shown are guidelines and may
be adjusted as necessary.)
We will rely on logistical support and
leadership from San Leandro (i.e. venues and
communication) to conduct these activities.

An online dashboard will be created and
maintained as a repository for outreach
materials and activities. This central hub will
help ensure you remain apprised of all
outreach activities throughout our process.

Along with these activities, a site visit will give
us the opportunity to meet key stakeholders
in person and tour the city.

The Research & Insights Report will highlight
key learnings from all of our research to clearly
understand and seize upon the opportunity
this branding project presents.

Budget Items:

1.3 Community outreach

1.4 Online hub

1.5 Research & Insights Report
PHASE 1 - DISCOVERY & SITUATIONAL ANALYSIS
* Panel recruitment is outside this scope of work
** Current scope includes surveys to San Leandro’s owned databases 29 City of San Leandro Branding & Marketing Proposal
PHASE 2
Brand Identity
Development
City of San Leandro Branding & Marketing Proposal 30
Budget Item:

2.1 Brand Platform Development
PHASE 2 – BRAND IDENTITY DEVELOPMENT

ACTIVITIES
01 Brand Personas (development, presentation, refinement) 02 Internal Ideation Sessions
03 Co-Creation Workshop, Refinement & Validation

DELIVERABLES
01 Brand Platform Building Blocks
From here our research from Phase 1 will take shape
as our creative team translates our key findings.

Our process at this stage ensures that all
the relevant details of our discovery make
their way into a cohesive and relatable
Brand Narrative that represents the best
of what San Leandro has to oer.

We will start this phase by developing
brand personas. Personas capture
common personal values, need states and
behaviors that are shared by all of our
target audience groups. We will present
and discuss these personas with the San
Leandro team and allow for one round of
revisions.

From there, a series of internal sessions
will help develop the key building blocks for
the San Leandro brand to capture:
● Internal components: our values and
personality (based on our
proprietary archetype wheel)
● Market components: our brand
positioning and USP
● External components: value
proposition and brand promise
We will share these building blocks during
a co-creation workshop to gather
stakeholder impressions, feedback and
develop a common narrative.

City of San Leandro Branding & Marketing Proposal 31
Budget Items:

2.2 Visual Identity (including brand mark)

2.3 Socialize Identity

2.4 Brand Toolkit
A phase of refinements and feedback will
follow before we align on the final Brand
Platform, develop the brand narrative,
experience principles and brand expressions
for our dierent audience.

This platform will include:
● Brand Platform
● Brand Experience Principles
● Brand Messaging & Tone of Voice
Principles
● Messaging Applications
● Potential Tagline
Once approved, we will update the visual
identity to whatever extent is dictated by our
process to this point. We expect to include an
updated brand mark and this work is included
in the budget.
31 We will then solicit qualitative (i.e. surveys)
and quantitative (i.e. open houses) feedback
on the approved identity in order to maintain
the spirit of community involvement in the
process. We will re-engage with stakeholders
engaged in phase 1 and data from these
activities will be made available on the online
dashboard and.

Finally, we will develop brand architecture
hierarchies and principles to define how the
brand will be articulated across our dierent
audience groups.

The end product of this phase will be a
comprehensive brand toolkit and brand book.

The toolkit will include a full identity suite
with standard templates for email
communications, digital presentations, etc.

ACTIVITIES
01 Brand Messaging,Tone of Voice & Tagline
02 Visual Identity (including brand mark)
03 Brand Architecture & Nomenclature
04 Identity Socialization

DELIVERABLES
01 San Leandro Brand Toolkit & Brand Book
Now we are ready to bring the New San Leandro brand
to life.

PHASE 2 – BRAND IDENTITY DEVELOPMENT
32 City of San Leandro Branding & Marketing Proposal
PHASE 3
Brand Application
& Strategy
City of San Leandro Branding & Marketing Proposal 33
PHASE 3 - BRAND APPLICATION AND STRATEGY

ACTIVITIES
01 Implementation strategy
02 Sustainability strategy
03 Revise & Finalize Plan

DELIVERABLES
01 Brand Application Plan
We know how important it is that this project is fully
embraced and that San Leandro’s new brand gets
put to work.

There are two parts to ensuring your new
brand is adopted across City departments
and that it helps to drive and sustain
community pride.

An implementation strategy will be
developed to put the right tools in the
rights hands in to create enthusiasm and
buy-in. Working with our strategic partner
and referring back to our conversations
from the discovery process, we will help
identify influential brand ambassadors
who can champion the San Leandro brand.

Simultaneously, a strategy to create
enthusiasm within the community and
promote civic pride will also be developed.

These strategies will be articulated across
these following areas:
● Communication objectives specific to
each target audience
● Target audience(s)and specific
market priorities where applicable
● Key messages/proof points against
each target group
● Suggested KPIs to measure success
Together these strategies will comprise a
Brand Application Plan which will be your
reference for the ongoing activation of the
San Leandro brand. This deliverable will
include recommendations for promotional
materials and activations calibrated to
suggested KPIs.

Budget Items:

3.1 Short term/implementation strategy

3.2 Long term/sustainability strategy

3.3 Brand Application Plan
City of San Leandro Branding & Marketing Proposal 34
PHASE 3 - BRAND APPLICATION AND STRATEGY

ACTIVITIES
01 Training and support
02 Design & creation of additional materials (as needed) Finally, we will provide any finishing touches you
may need for your brand rollout, and support your
team as we cross the finish line together.

We will enter the home stretch of the
project by conducting one in person and
up to two [2] additional, virtual education
sessions where we will review and provide
specific guidance on all facets of the
Brand Application Plan, including
department-specific and co-branding
advice.

We will also help you anticipate any
ongoing needs that may not have been
considered at the beginning of this
process and deliver everything you need
to ensure a natural transition.

Budget Items:

3.4 Brand rollout support
City of San Leandro Branding & Marketing Proposal 35
05 Timeline & Budget
City of San Leandro Branding & Marketing Proposal 36

TIMELINE
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 36 Weeks
Discovery & Situational Analysis
- Project Kick O
- Brand Assessment & Competitive Analysis
- Stakeholder Interviews & Surveys
- Revise & Finalize Research
Brand Identity Development
- Brand Narrative Development
- Visual Identity (Including Brand Mark)
- Create Brand Toolkit
Brand Application & Strategy
- Implementation Strategy
- Sustainability Strategy
- Revise & Finalize Plan
Discovery & Situational Analysis
14 WEEKS
1 Brand Identity Development
13 WEEKS
Brand Application & Strategy
9 WEEKS
WEEKS
2 3
City of San Leandro Branding & Marketing Proposal 37
BUDGET
This budget includes all deliverables and
activities detailed in this proposal.

Travel costs are included in this budget.
* Indicates included travel expenses
Phase 1:

Discovery & Situational
Analysis

1.1 Project kicko/setup* $5,400

1.2 Brand assessment & competitive analysis $11,000

1.3 Community outreach $20,100

1.4 Online hub $4,350

1.5 Research & Insights Report $10,000
SUBTOTAL $50,850
Phase 2:

Brand Identity Development

2.1 Brand platform development $17,100

2.2 Visual identity (including brand mark) $25,400

2.3 Socialize identity* $12,600

2.4 Brand Toolkit & Brand Book $11,200
SUBTOTAL $66,300
Phase 3:

Brand Application & Strategy

3.1 Short term/implementation strategy $6,700

3.2 Long term/sustainability strategy $6,700

3.3 Brand Application Plan $12,200

3.4 Brand rollout support* $7,100
SUBTOTAL $32,700
PROJECT TOTAL $149,850
The above budget is based on Resonance hourly fees of $400/hr for Principal Consultant, $300/hr for Senior Consultant, Creative Direction and Research Direction, $250/hr for Associate Consultant and Copywriting, $200/hr for Account Direction and Design and $150/hr Research, Programming and Project Management.

The project fees outlined in this proposal are valid for a period of 90 days from the date of issuance. Any future work or project extensions beyond the scope of this proposal will be subject to new pricing and terms, which may reflect updated rates, market conditions, and resource availability.

City of San Leandro Branding & Marketing Proposal 38
06 References
City of San Leandro Branding & Marketing Proposal 39
Quad Cities
Dave Herrell
[email protected]
President & CEO
Visit Quad Cities
T: 309-736-6820
1601 River Dr #110
Moline, IL 61265
City of Reno
John Wirtz
[email protected]
Economic Development Marketing Program Manager
City Manager’s Oice
T. 775-541-8548
1 E. First St.

Reno, NV 89501
City of Los Angeles
Doane Liu
[email protected]
Chief Tourism Oicer
City of Los Angeles
T. 213-765-4249
1201 South Figueroa Street
Los Angeles, CA 90015

CLIENT REFERENCES
City of San Leandro Branding & Marketing Proposal 40

NEW YORK
65 Greene Street, 3F
New York, NY 10012
+1 646 467 4501

VANCOUVER
1040 Hamilton St.,
Suite 306
Vancouver, BC V6B 2R9
+1 604 681 0804
MONTRÉAL
3500 St Jacques St.

Montréal, QC H4C 1H2
+1 438 888 0161

CONTACT
resonanceaco.com
[email protected]
@resonanceco.com
Let’s empower
San Leandro together

BRUSSELS
Avenue Louise 500,
Boîte 231
1050 Brussels
+1 646 467 4501