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We will tailor a discussion guide in advance to cover a variety of questions such as: <br />• What are your key strengths? What is the City’s greater purpose or broader mission?• What do you consider to be the unique selling point for the City of Sunny Isles Beach? • What are the major challenges and opportunities facing the brand? • What are your aspirations going forward for the City’s business strategy? • Which property types are most powerful in the City and which are most essential for <br />the future? • How is your current brand architecture working? What are the pain points? What <br />works well? • What are your brand’s key experiential touchpoints or highlights? • What do you think are the most important elements of the City’s brand today? What should <br />stay the same? What should change? <br />1.5 External Stakeholder Interviews (6) <br />Qualitative questions will give stakeholders insight into the language that people associate <br />with the City of Sunny Isles Beach, and the interactions they remember most. We look for <br />consistencies and inconsistencies between the responses from your internal and external <br />communities through a series of curated inquiries to uncover brand perceptions. <br />Interviews will be conducted in small group settings, via electronic survey, or on the phone and <br />will consist of short questions where responses will be analyzed to determine the brand story, <br />positioning, net promoter score, and persona. Below is a sampling of questions: <br />Brand Story <br />Designed to provide insight into the language that people associate with your brand. <br />• What words and phrases do you most strongly associate with the City of Sunny Isles Beach?• If you were to describe the value of the City to a friend or colleague, what would you say?• What is the most memorable experience you have had with the City of Sunny Isles Beach? <br />(Where was it? Who was there? What happened? How did it end? Why was it meaningful <br />to you?)• What “one thing” do you value most about the City of Sunny Isles Beach today?• If you could change one thing about your experience with the City, what would it be?• Looking towards the future, what do you think represents the biggest opportunity for the <br />City to serve you better? <br />Positioning Questions <br />Designed to understand competitive landscape and your unique selling points <br />• What locations would you consider as competitors to the City of Sunny Isles Beach?• If you had to group those locations into a category, what would you call it?• What do you think distinguishes the City from other locations in that category? <br />Larimer & Co. | City of Sunny Isles Beach34