city_of_sunny_isles_beach_rebrand_sparc_response_low_res

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b. One-on-One or One-on-a-Few interviews (15 to 20) with key community stakeholders, including but not limited to: i. Leaders of community organizations ii. Educators iii. Hospitality managers iv. Faith leaders v. Public safety officials vi. City government – elected and/or appointed E. The results of items A. through D. will be aggregated within the RFP 12-month specification by the sparc team and we will deliver a findings report. This will include a SWOT analysis that will consider both local data gathered as well as any national and State of Florida trends (e.g. tourism, housing, etc.) that will help mold the Sunny Isles Beach brand, along with a mission and vision statement. Exception 1: In addition to the steps and activities defined in the Scope of Services envisioned for Phase 1, the sparc proven process for both branding and rebranding of communities includes a kickoff meeting. At this 90- to 120-minute “brand boot- up” meeting with key branding decision makers and commu- nity stakeholders we will: A. Define branding — what it is and isn’t — so all involved in the process are on the same page. We have found over the years that there are often as many definitions of branding as there are people in the session. a. Gather group input on key stakeholders’ vision for Sunny Isles Beach including what they believe are the key benefits of living or working in Sunny Isles Beach, major attributes/attractions that bring the community together and dimensions that make Sunny Isles Beach unique from the surrounding communities. b. A “must-have” list of stakeholders to be interviewed c. Identify resources, e.g. email lists, contact information for interviewees Exception 2: Brand Days: One thing we have learned from community branding and re-branding initiatives: the more you involve the community the better the brand. In Phase 1 the sparc approach includes a Brand Day #1: a highly interactive Public Engagement Event. Here we invite residents, busi- ness owners, public safety teams, teachers, faith leaders and more to join in a gathering where they weigh in and share their opinions. We engage them with not just conversation, but activities. A good example: “The Dust Bin”. Here the community members write down everything we should avoid in creating the Sunny Isles Beach Brand. Or “Best in Show”. Participants tell us what’s best about Sunny Isles Beach that form the foundation of the brand. Next, we digest and analyze that straight-from-the-heart input and it’s on to Brand Day #2, a public engagement event that lets us test-drive some concepts. It all hap- pens in a community space where everyone in the room, and everyone not in the room but participating in real time online, gets to vote for initial vision and mission statements, con- cepts and messages. The results of both these high-energy public engagement events are included in the Phase 1 report. Exception 3: There’s nothing like a visual reminder of how voices were heard and all aspects of the community were part of the branding process. For that reason sparc also includes a video that records steps in the process, how the commu- nity was engaged and how the flavor of the street life all come together to create a new brand for Sunny Isles Beach. This then becomes a tool for Brand Launch. INSIGHT: EXPECT THE UNEXPECTED FROM YOUR AUDIENCES — the ones in the marketing plan and the ones who respond beyond expectations. Example: Branding for the Peoria Riverfront Museum became more than simply joining five museums — each with a unique collection, mission and audience — into a cohesive brand under one architecturally stunning roof. It became the centerpiece for the revitalization of downtown. Then came a complicating factor: recession. Branding had a bigger role to play. After engaging the public in a vote on the museum’s name, everyone got involved in branding. The whole town was energized and joined in the “Build the Block” campaign to finish funding the museum and the core of Downtown Peoria. SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 13