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<br />~ <br /> <br />. Sustainable over time <br />. Consistent with Ramsey Town Center characteristics <br /> <br />Why Brand Positioning? <br />Ramsey Town Center faces the following market challenges: <br />. Lack of understanding by key stakeholders about the city's intent for the future of <br />the property. <br />. Tremendous competition for attracting merchants and consumer service <br />providers; currently these businesses are uneasy about locating at Ramsey <br />Town Center. <br />. Ramsey Town Center must build a relevant foundation for the Ramsey <br />community and re-establish community trust. <br /> <br />Advantages created from a strong brand position include: <br />. Insulation and protection of Ramsey Town Center from positioning by the <br />competition and vocal critics. <br />. Increased property value and accelerate development by helping the community <br />understand and accept the direction of Ramsey Town Center under the guidance <br />of the City of Ramsey. <br />. Reduce the cost of attracting new merchants and service providers through <br />increased acceptance based on brand strength. <br />. Attract and retain highly qualified investors, developers, merchants, and service <br />providers. <br /> <br />Ramsey Town Center needs a coherent story that is easily understood across all <br />audiences. Brand positioning defines the story. <br /> <br />Process and Deliverables <br />The City of Ramsey has engaged Landform to conduct community research and start <br />the planning revision process. The completed research will be used to inform the brand <br />position and allows LEVEL to compress the process. <br /> <br />Brand Positioning Input Sessions <br />As part of the positioning development process we will conduct brand positioning input <br />sessions designed to gather insights and build consensus among stakeholder groups. <br />Each session takes 2-3 hours to complete. <br /> <br />Based on a review of RamseyTown Center's stakeholders, we recommend conducting <br />a total of two brand positioning input sessions with the following groups: <br />. City of Ramsey City Council and RTC Steering Committee <br />. City of Ramsey Business Leaders and representatives from Community Banks <br /> <br />LEV:EL <br />