Larimer & Co._SIB Brand Proposal RFP#19-07-02_Spread Version

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We believe that we have what it takes to propel the City of Sunny Isles Beach into the future. Below are the qualifications we possess that will allow us to perform the requirements and exceed expectations. Strategic, Unbiased Perspective Rebranding isn’t the type of initiative that can be successfully accomplished by an internal marketing team—even the best marketing team. A rebrand requires a big-picture, strategic approach, as well as an outside perspective, and we’re from a sister city, so we can relate with both the visitors, and also the residents from a cultural perspective. It isn’t realistic to expect an internal marketing team to do an objective assessment of the brand they’ve helped to shape. Nor is it possible for such a team to survey the competitive landscape from an unbiased standpoint. As an Orlando-based agency, we can relate to the residents, but aren’t seen as being biased or as a threat. The very things that make an internal marketing team valuable for an organization (passion for their work and dedication to the City) make them unsuited to the task of optimally repositioning it within the competitive landscape. This something best left to a third-party expert, such as us. Larimer & Co.’s ability to conduct a big-picture analysis of the City of Sunny Isles Beach from an all- important objective perspective is what allows us to bring the City’s brand to life in dynamic fashion. Cross-Industry Experience At Larimer & Co., we offer the benefit of working with a broad cross-section of industries and we only hire senior-level talent with entrepreneurial mindsets. An internal marketing team is designed to specialize in its given industry but branding requires a broader perspective because a brand isn’t confined to the industry in which it operates. Brands affect and are affected by stakeholders across business, political, social, and cultural spheres. Cross-industry experience enables us to bring new ideas into different industries. It’s only with this type of perspective that we’re able to help brands we represent to meaningfully differentiate them from the competition. What’s more important is our proven ability to solve the unique challenges of brands across a broad spectrum of industries. Unique and Proven Expertise Just as branding is distinct from marketing, Larimer & Co. offers unique areas of expertise that you won’t find by just working with an internal marketing team. We provide best-in-class research, strategy and identity services. At Larimer & Co., we understand that research is paramount to rebranding and it’s a component of every project we touch. When it comes to the strategy required for a rebrand, there’s a big difference between a brand strategist and marketing strategist. The latter is a critical role if you hope to get the most out of your new brand after you launch it. But only the former can provide the big picture expertise needed to identify opportunities for differentiation within the competitive landscape and optimally position your brand for long-term success. Finally, the type of design expertise needed to create a powerful identity is not within the wheelhouse of most graphic designers—even talented individuals who have decades of design experience under their belt. When you hire Larimer & Co., you get a senior design team that specializes in the creation of dynamic brand identities founded on research and strategy. Ongoing Brand Management At Larimer & Co., our value will remain long after we launch the City’s new brand. In fact, all your marketing efforts will be more effective—and therefore less expensive—following the rebrand. In addition to giving you more bang for your marketing buck, however, we will remain an invaluable partner long after your rebrand is complete. No one will know your brand better than us because we will have helped to define it. With this in- depth familiarity, we help orchestrate the creation of powerful marketing campaigns designed to amplify competitive differentiation and solidify positioning. When it comes to marketing, nothing is more important than a cohesive and consistent experience across touchpoints. For businesses whose model doesn’t include an all-important brand manager position, Larimer & Co. can serve as just that, ensuring that your brand is reliably maintained well into the future. WHAT SETS US APART FROM THE COMPETITION? 29Larimer & Co. | City of Sunny Isles Beach28