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M.NETWORK <br />9RFP NO. 19-07-02 <br />It is critical to point out that many of your branding goals will not be met solely by changing <br />your look and logo. While the final brand identity package will express the “Destination Brand” <br />in visual form, the process as a whole may bring to light other, non-visual branding issues that <br />will need to be addressed before truly achieving your overall “Destination Brand.” <br />In addition to audience identification, The M Network will also complete a usage audit, <br />defining all of the mediums in which your future brand identity might be used. This will ensure <br />that our team is not designing in a vacuum, but rather for the real world. A brand identity that <br />is pretty is nice. It’s much better to have one that works. <br />To execute all of the research necessary for this phase, our intention is to bring in one of <br />our research partners. We work with a number of local and national research partners who <br />are capable of conducting they type of deep dive executive interviews, polling, and focus <br />grouping we will need. We will select this partner based on their track record of working with <br />clients similar to Sunny Isles as well as their capabilities and bandwidth. Our initial thought <br />is to use one of our South Florida based partners but this might change once our initial <br />meetings with your are conducted and we have clearly defined the initial target audiences <br />whom we want to research. <br />The end results of Phase I will be: <br />• Create a market analysis of Sunny Isles, outlining broad goals and competitive <br />landscape <br />• Identify your various target audiences and key constituents <br />• Assess the best means to put your brand in front of your target audiences <br />• Define your current brand among these audiences <br />• Craft your “Destination Brand.”