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Additional Strategic <br />Thinking information: <br />RESEARCH <br />RESOURCES: <br />SPARK has a dedicated research Partner, <br />Shawna Boals, who leads and executes <br />all primary research projects. Our in- <br />house strategy team leads up secondary <br />research efforts with industry-best tools <br />for elements such as consumer insights <br />discovery, social listening, competitive <br />landscape analysis and more. SPARK also <br />has access to a network of additional <br />research resources should the need arise. <br />TARGETING: <br />Key target audiences are identified <br />through market and consumer <br />research and existing brand insights. <br />A combination of available budget, <br />insights and overall goals drive <br />SPARK’s thinking in identifying <br />the appropriate media to best <br />communicate with those audiences. <br />STRATEGIC <br />ALLIANCES: <br />SPARK views strategic alliances/ <br />partnerships as a key tool in <br />amplifying awareness and <br />consideration for its clients with key <br />audiences. We’ve utilized this approach <br />with several clients, prioritizing <br />an authentic connection between <br />the client and selected partners to <br />maximize impact. SPARK does not <br />provide PR services, but has worked <br />closely with agency partners as <br />strategy lead to execute these alliances. <br />STRATEGIC PR <br />AND CRISIS <br />MANAGEMENT: <br />As the lead agency partner for <br />VISIT FLORIDA we have developed <br />a strong, scalable response plan <br />to hurricane and red tide events <br />that has helped to sustain record- <br />breaking visitation numbers <br />despite these catastrophes. This <br />strategy is executed on the media <br />side, but we have partnered closely <br />with VISIT FLORIDA’s PR team in <br />these efforts. <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />8. STRATEGIC THINKING <br />45