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First Method: Online surveys The easiest, most efficient way to collect data is through the use of online surveys. We will create, maintain and periodically report results for this survey. The survey can be distributed several ways: 1. City Website: Using the City of Sunny Isles Beach’s own website, if that is feasible. We might even consider creating a short-term digital ad campaign at the beginning to draw respondents to the survey in order to obtain a large enough sample. A landing page would be dedicated to this if we do go ahead with the ad campaign. However, under normal circumstances, the survey would “live” in a section of the City’s website, over the fold, with graphics that would invite visitors to fill out the survey Inclusion of a prize as a motivating factor could be distributed on a monthly or quarterly basis. 2. City to Stakeholder Emails: Emails from the City to stakeholders such as residents, business owners, employees and visitors. 3. Stakeholder to Client base: Emails from stakeholders (e.g., hotels, restaurants) to their own client base. We realize that this might be challenging, but through communication with the hotels, restaurants and other stakeholders, cooperation can be obtained. 4. In-situ surveys: For which we will create business-card-sized cards to be distributed inside stakeholders venues, which they can distribute to residents and customers to fill out the survey when they leave a residence, restaurant, hotel, other business or other destination. 5. Street Teams: Personal/live intercept would involve deploying a street team to go around Sunny Isles Beach and do live surveying. Second Method: Focus Groups We will schedule focus groups with a mix of residents, visitors, customers and business owners. It is import- ant to note that the purpose of a focus group is not to obtain any quantitative data. The objective is to find “over-arching” themes and detect trends. We will prepare a “map” for the moderator that will lead us to uncover insights as to what the Sunny Isles Beach experience positive and unique. These are the insights that will be used to improve our communications. We will incorporate three different methodologies to address this task: RFP — No. 19-07-02 RFP — No. 19-07-02 Approach / MethodologyApproach / Methodology 43 42