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M.NETWORK <br />22RFP NO. 19-07-02 <br />CASE STUDY: THE MIAMI FOUNDATION <br />Components: Branding, Graphic Design, Print, TV, Online Video, Digital, Public Relations, and <br />Media Buying. <br />CASE STUDY DEMONSTRATES: <br />• Conduct thorough demographic study <br />• Analyze consumer, media, and market research <br />• Research marketing campaigns, special events, and other promotions <br />• Conduct strategic analysis of demographics, business trends <br />• Provide strategic assessment and recommend market positioning based on overall research <br />The M Network was selected by The Miami Foundation to lead branding efforts around their <br />most important milestone in the organization’s history – their 50th anniversary. The RFP <br />process was extensive and made a bit more complicated given the fact that Bruce Turkel, the <br />man responsible for creating the Miami Foundation brand, was at this time, a board member <br />and sitting on the selection committee. <br />In a very real way, this process was a lot like asking <br />a dad for his daughter’s hand in marriage – on the <br />first date. <br />The Miami Foundation, fortunately, had already <br />done extensive research on its various target <br />audiences and The M Network came in with a host <br />of available research to compliment what the Foundation provided. <br />This research pointed to the fact that it would be important to make all of the 50th <br />anniversary campaign assets noticeably different from the current branding. In other <br />words, we needed to create a new, complimentary brand so that the campaign would live, <br />temporarily as its own, distinct brand with its own, distinct elements. It would also allow all of <br />the other programs and initiatives that the Foundation was working on concurrent to the 50th <br />to remain unaffected. Marketing on these initiatives could continue without interruption. <br />Second, we understood that once we established the Miami Foundation’s 50th campaign, <br />this would trigger an entire brand makeover once the 50th was over. The phrase we used <br />to illustrate this point was that by changing the look for the 50th, we were creating a bridge