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M.NETWORK <br />54RFP NO. 19-07-02 <br />b. State how the Firm identifies the key target audiences for its clients and how it <br />then determines the appropriate media to best communicate with those audiences. <br />Target audiences become self evident when speaking to key stakeholders about the overall <br />goals of a branding initiative such as this one. The initial RFP cites residents, business and <br />employees as core target audiences. Executive interviews with key stakeholders might narrow <br />those target audiences to sub-targets of those who are most affected by the brand. This could <br />include vendors and employees who have to work with the elements or community groups <br />with whom the City partners who want to feel good about the partnerships. Conversely, <br />these executive interviews might also lead to the target audiences being expanded to include <br />outside investors or corporation who might consider Sunny Isles as a destination for their <br />business interests. It may include other, surrounding municipalities with whom Sunny Isles has <br />mutual interests. It may even include State and Federal agencies from whom your City works <br />and/or solicits support. <br />Along with the executive interview process, our own market analysis, using the resources <br />mentioned above, often yields additional insights and clarification as to target audiences. <br />Demographic data on media consumption can inform decisions about digital and social media <br />consumption in Sunny Isles. Insights on age, ethnicity, home ownership, average commute <br />time, etc. can bring added information to help define where the brand identity can and should <br />appear to reach the most people.