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

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We will tailor a discussion guide in advance to cover a variety of questions such as: • 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 the future? • How is your current brand architecture working? What are the pain points? What 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 stay the same? What should change? 1.5 External Stakeholder Interviews (6) Qualitative questions will give stakeholders insight into the language that people associate with the City of Sunny Isles Beach, and the interactions they remember most. We look for consistencies and inconsistencies between the responses from your internal and external communities through a series of curated inquiries to uncover brand perceptions. Interviews will be conducted in small group settings, via electronic survey, or on the phone and will consist of short questions where responses will be analyzed to determine the brand story, positioning, net promoter score, and persona. Below is a sampling of questions: Brand Story Designed to provide insight into the language that people associate with your brand. • 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? (Where was it? Who was there? What happened? How did it end? Why was it meaningful 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 City to serve you better? Positioning Questions Designed to understand competitive landscape and your unique selling points • 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? Net Promoter Score Designed as a quantitative measure of your brand strengths • How likely would you be to recommend the City of Sunny Isles Beach to a friend or colleague to live? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or colleague to work? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or colleague to play? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or colleague to vacation? (1-10 scale) Persona Questions Designed to gain insight into community members lives and personalities. It is likely that this information is already available with relation to demographics and online presence which will help us understand how to best reach our audiences in the future. Below is a sampling of questions: Demographics • What is your age, income, highest-level of education, gender, occupation, marital status, etc.?• Where do you live? • What are your hobbies?• What initially attracted you to the City of Sunny Isles Beach?• What was your first impression of us?• Were you the main person doing research when you found us? If not, who was?• What could make our City even better? • What could we do to reach more people just like you? Online Presence • How often do you check emails on your phone, at home, at work?• What type of online or print information articles do you read?• What publications, blogs or social media networks do you pay attention to?• Which social media networks do you use personally? How often?• Which search engine do you use the most? What’s your process for finding something online? 1.6 The brand research and positioning workshop After we analyze the data we’ve collected, Larimer & Co. will host a facilitated workshop to review the results together and collaboratively push the synthesis one step further. We’ve found that this milestone is pivotal to creating alignment among diverse teams, and that looking objectively at the data together lays the foundation for the next step—creating a story that’s grounded in the present while pushing the brand into the future. Citywide Re-Branding Services | RFP 19-07-02Larimer & Co. | City of Sunny Isles Beach 3534