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STRATEGY#1: BUILD THE BRAND Component One: Expand SouthBendOn.Com The cornerstone of our plan is to upgrade and expand the South Bend On web site, and use it as the key tool to support and drive the strengthen the South Bend brand promise of "being on" and part of the knowledge economy. The expansion of SouthBendON.com will include the use of links and cross- references from and to the site from both IgnitionPark.com and SouthBendlN.gov, particularly in the marketing of Ignition Park. We will also seek to obtain similar links and cross-references with other local web sites that provide information about the local economy and quality of life. In keeping with our over-all strategy of responding to new developments and opportunities, such as the recent announcement of the new data center in Ignition Park, we will also use the site to provide special reports about economic development in South Bend. Over the coming months and by no later than the end of 2011, we propose to conduct an overhaul and expansion of the site as currently configured, resulting in a dramatic new and more powerful tool for advancing the City's interests among the local population as well as among all outside South Bend who may be interested in living, working, studying, teaching, researching and investing here. ■ We envision a web site that instills greater confidence in and connection with the city, by explaining what is being done and by whom to build a better city and a stronger economy. ■ We envision a new and improved web site and e-newsletter that can ! give voice to those who believe in the city's future and have something ' i to contribute to it, by expanding the scope of the site's content to � become the central communications vehicle people can use and depend � ; on for information they can use. ', � I � i i - 20 - { i