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M.NETWORK <br />10RFP NO. 19-07-02 <br />Phase 2 – Brand Development and Execution <br />Once we have the best information possible regarding the market as a whole, your target <br />audiences, media and mediums for brand placement, and overarching goals, we will be well <br />positioned to begin the creative process. <br />The first step will be to create a comprehensive deliverables list, identifying every piece <br />of creative that will need to be completed. We will then create a budget that will take into <br />account what elements could be created internally and which will be created externally. <br />This deliverables list and budget will help Sunny Isles to prioritize in order to set a realistic and <br />achievable production calendar. <br />After that, The M Network will create multiple brand identity options. These options will be <br />tested in focus groups through our research partners, ensuring that what we create is both <br />compelling and effective in visually communicating the “Destination Brand” to your target <br />audiences. <br />Once all designs are tested and finalized, we will codify the brand identity with clear <br />guidelines so that all brand materials (created by The M Network or by any other external or <br />internal team) are consistent in both look and messaging. <br />Finally we will work through the deliverables list, producing the elements that fit within our <br />mutually agreed upon scope and budget while working with your in-house team to train them <br />on how to execute other elements. <br />d. A schedule of proposed services. The schedule should include the Proposer’s <br />understanding of the issues and tasks of the project at hand. <br />Our understanding of this project is that, currently, the brand identity of Sunny Isles is <br />scattered and a bit dated. There are at least three different visual identities in use, each <br />only nominally relating to the other. Additionally, the tag lines do not adequately resonate <br />with residents, staff, area business owners, or visitors. In order to rectify these issues, a <br />comprehensive rebrand is in order. This rebrand will create a unified look and feel designed <br />to accommodate all the various different stakeholders, including SIBTV, Parks, Transportation, <br />and other the various initiatives that communicate to and keep residents connected.