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PHASE 1 <br />MARKET RESEARCH & INVESTIGATION <br />1.1 Project Kickoff & City of Sunny Isles Beach Orientation <br />To begin this engagement, we will conduct a full-day, in-person project kickoff and orientation <br />with the City of Sunny Isles Beach team in Miami. The purpose of this meeting will be to: <br />• Introduce the working teams • Hand off all relevant research, assets, business, strategy and communications documents • Finalize project timeline, including key milestones and stakeholder involvement <br />by project phase • Identify research specifics (i.e., interviewees, competitive/best practice brands, etc.) • Receive a thorough download on the business landscape and brand and <br />architecture challenges • Understand the vision, priorities, and growth agenda for the City of Sunny Isles Beach • Discuss desired commercial growth strategies and goals for the City • Define project success criteria <br />1.2 Audits <br />Strategic Materials, Communications & Existing Research Review <br />We will review a cross-section of your current business strategy and communications materials, <br />relevant research, as well your existing brand strategy and experience architecture. <br />Brand Architecture Review <br />To better appreciate the current brands and sub-brands in the portfolio, we will have the City’s <br />brand manager(s) complete a matrix which outlines the City’s data demand drivers, value <br />propositions and current linkages. This matrix, the management interviews and our outside-in <br />analysis of the brand will serve as key inputs for our comprehensive review of your go-to-market <br />strategy. This review will help us understand how the City currently presents itself to external <br />audiences highlighting challenges and opportunities for the brand across the local, regional, <br />national and global footprint. <br />1.3 Site Visits (6) <br />We will immerse ourselves in the overall City of Sunny Isles Beach experience by visiting a <br />representative sample of hotels and resorts, residential properties, restaurant and retail, and area <br />attractions. Our visits will include both formal and informal tours and will commence during our <br />project kickoff trip described above. <br />1.4 Internal Stakeholder Interviews (3) <br />Interviews will add valuable color and context for building the brand story for the City of Sunny <br />Isles Beach. We will conduct up to three, in-person, 45-minute interviews (if coordinated <br />with the project kickoff or site visits) with key internal leaders. The goal will be to gain a clear <br />understanding of how the City was founded, how it operates today and its vision for the future. <br />• City Commissioners• Public Arts Advisory Committee• City Leadership including the City Manager, Assistant City Manager, Cultural and Community <br />Services Director, Media Manager, PR & Media Specialist and the Purchasing Agent <br />4 <br />APPROACH / METHODOLOGY <br />33Larimer & Co. | City of Sunny Isles Beach32