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<br />_HORN ERI <br /> <br />PROPOSAL FOR THE CITY OF RAMSEY <br /> <br />POSITIONING OF RAMSEY TOWN CENTER <br />February 11 f 2009 <br />Submitted by Himle Homer Inc. <br /> <br />i <br /> <br />, <br /> <br />INTRODUCTION <br /> <br />As many have noted over the years, "perception is reality. n Ramsey Town Center has been the subject of considerable m~dia <br />attention and controversy. As the City of Ramsey seeks to re-position this project and move the property to more active <br />development, perceptions of this project among several stakeholders will be critical to whether the City can successfully meet <br />its objectives. <br /> <br />Himle Horner has been engaged over the years to help position and ultimately advance several of the region's most significant <br />developments from concept to reality. Having examined the public record related to the Ramsey Town Center, it is our <br />recommendation that the City engage Himle Horner to design and manage research in order to satisfy the four following <br />objectives: <br />1. Identify current perceptions of Ramsey Town Center among devetopers and others who influence development decisions. <br />2. Determine if misinformation exists about the project that must be corrected before other messages can be communicated. <br />3. Test options of how to successfully position the project and messages that will be perceived as credible and compelling. <br />4. Help identify the most effective strategy and tactics that should be implemented to successfully advance this project. <br /> <br />Absent this research, the City may needlessly spend considerable resources communicating information that is not heard <br />and/or is not deemed credible by the target audiences who will ultimately influence the success or failure of this development. <br /> <br />Pag~ 1 of ~1 <br />