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Our Approach TASK: Proposer’s assessment of the City of Sunny Isles Beach needs and approach methodology to providing the services requested in this solicitation should include a plan/outline in addition to the following: • Suitability of the methodologies and approaches used in achieving tasks • Overall organization to completing the project • Ability to meet desired timelines and deadlines Phase 1: Market Research and Investigation We see this phase of the project as being naturally divided into four parts: Qualitative and Quantitative Data Obtaining and analyzing the quantitative data on residents, businesses and users of Sunny Isles Beach. We will base this on the Strengths, Weaknesses, Opportunities, and Threats (SWOT) model as the foundation for the branding program. PART 1 PART 4 Capitalizing on Industry Trends Keeping abreast of local, Florida, national and international housing, development, retail and tourism trends, as well as emerging segments. The goal is to be forward thinking by advising Sunny Isles Beach on which markets and marketing approaches would work best for the City and how to best capitalize on current trends. PART 3 Testing Focus group testing and surveys of branding concepts. PART 2 Understanding Stakeholder Behavior Understanding the qualitative aspects of Sunny Isles Beach residents and users in order to address them in more relevant and persuasive ways. Existing available surveys of Sunny Isles Beach and Miami-Dade County will be used as a foundation to then go out to survey and test concepts with targeted focus groups. We will review existing and previous marketing campaigns, special events, and other promotions for Sunny Isles Beach, to provide recommendations, and assess effectiveness of current practices. Sources include: • SIBFL.net, the City of Sunny Isles Beach official website • SunnyIslesBeachMiami.com, the official City tourism website • BeaconCouncil.com, data and reports, including County and Sunny Isles Beach demographic and economic information We will address the unique aspects of Sunny Isles Beach: Character Its unique multicultural character with a large number of foreign-born residents primarily from Eastern Europe and Latin America. Oceanfront Towers Its combination of more recent, striking and luxury oceanfront towers, along with the older condos and private homes in the west side of the City. Community Being a relatively upscale, safe and family-friendly community. Business The Collins Avenue business district and main artery. Events Existing special events, and recreational and cultural resources and facilities. Relationships Relationship with the rest of the region, including adjacent assets. We will use crowd-sourcing to improve on existing statistics and to reach down into a granular level for the Sunny Isles Beach. Stakeholders will be contacted for their input, concerns and ideas. While data is absolutely essential to understand the dynamics of Sunny Isles Beach, and to be able to formulate accurate plans, discovering resident, visitor, consumer and stakeholder insights is the most valuable task that we can aim for. These are what allows us to create persuasive campaigns to attract more residents, employees, visitors and businesses, and improve quality of life. RFP — No. 19-07-02 RFP — No. 19-07-02 Approach / MethodologyApproach / Methodology 41 40