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28 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Voted 2013 Best Gay Neighborhood by Out Traveler Iconic gateway pillars representing Northalsted aka Boystown Chicago NORTHALSTEDPROUDRealizing a return on investment of a new or refreshed brand requires both short-term and long-term measurements. Some are easily quantified, others may require follow up research. Though not required in the Sunny Isles Beach RFP, the success metrics could likely combine both qualitative and quantitative data. A good example of finding near-term quanti- fiable measures of success is in our work for the Chicago neighborhood of Northalsted. While a brand marketing and implementation plan was not part of the engagement’s original scope, sparc design, inc. was retained to create a plan, along with metrics to measure outcomes. An excerpt of the plan can be seen on the next set of pages. “Make this about our whole neighborhood” was a message that surfaced during stakeholder research for the Northalsted Business Alliance, the business development group of Boystown. Our brand solution — stay true to a commu- nity identity rooted in Pride, but build on it. That’s how we came to the tag line: Chicago’s Proudest Neighborhood. As a measurement of success, our client pointed us to adding new members to the Business Alliance. Our growth metrics solution: The “Just In and Proud” campaign recognizing new business members with high visibility signage and in-establishment collateral. Today sparc is advising the Northalsted Business Alliance on refreshments for that campaign to meet and even exceed the wave of new members mea- sured as part of the “in and proud” campaign. Northalsted Chicago PROJECT Comprehensive Marketing Plan and Branding Campaign DURATION September 2013-May 2015 CLIENT Northalsted Business Alliance + SSA #18, Chicago, Illinois