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30 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING <br />Realizing a return on investment of a new or refreshed brand requires both short-term and long-term measure- <br />ments. Some are easily quantified, others may require follow up research. Though not required in the RFP, the <br />success metrics could likely combine both qualitative and quantitative data. <br />A good example of finding near-term quantifiable measures of success is in our work for the Chicago neighborhood <br />of Northalsted. While a brand marketing and implementation plan was not part of the engagement’s original scope, <br />sparc design, inc. was retained to create a plan, along with metrics to measure outcomes. An excerpt of the plan <br />is below: <br />MEASUREMENT OF SUCCESS <br />The metrics of success will be determined by both internal and external marketing campaign. <br />Metric #1: Expanding diversity of residents <br />Measurement tool: 2020 Census <br />Metric #2: Growth in retail population <br />Measurement tool: Commercial real estate closings <br />and footage, year over year <br />Metric #3: Growth in Northalsted Business <br />Alliance membership <br />Measurement tool: New member count – along with <br />terminated memberships <br />Metric #4: Northalsted website visits <br />Measurement tool: Number of visitors increased, <br />number of pages visited increased <br />Metric #5: PR effectiveness <br />Measuring the effectiveness of public relations is less <br />straightforward than measuring the effect of paid media. <br />The reason: advertising offers control over message, <br />PR does not. However, balancing the impact of both <br />channels is clearer — PR generates as much as 70% more <br />believability and credibility than paid advertising. Another <br />reason: measuring something that didn’t happen (no <br />coverage of a negative incident in the area) is impossible. <br />While there are many service providers who will track, <br />report and evaluate media coverage, the cost of this <br />measurement can be considerable. The sparc team recom- <br />mendations: track and store media coverage (print, TV, <br />radio, social media) and do a self-evaluation every quarter. <br />NORTHAL - <br />STED PROUD <br />Purchase <br />Card ® <br />shop <br />dropeatdrink <br />repeat <br />NORTHALSTEDPROUD2BGREEN