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In the research phase we look for the nuggets that will <br />make an effective, memorable brand. First we identify <br />what the new brand needs to accomplish and why with <br />a formal quantitative study and a qualitative assessment <br />derived through in-person methods (workshops, <br />meetings, focus groups, etc.). From there we derive how <br />we need to execute the brand by assessing the market, <br />existing efforts, competitors, current social conversation <br />about Sunny Isles Beach and external trends. Questions <br />we’ll look to answer in this phase include: <br />RESEARCH02 <br />WHAT EMERGING/LITTLE KNOW STRENGTHS OR QUALITIES <br />DOES SUNNY ISLES HAVE THAT CAN BE MAXIMIZED? <br />WHAT DRAWS NON-NATIVE RESIDENTS TO SUNNY ISLES <br />AND DOES IT KEEP THEM THERE? <br />WHEN RESIDENTS LEAVE, WHY DO THEY? <br />WHAT ARE THE BARRIERS TO CONNECTION WITH THE CITY? <br />WHAT ARE THE BARRIERS TO RELEVANCE FOR THE CITY? <br />WHAT EXPERIENCES CAN WE LEVERAGE TO COMBAT <br />THOSE BARRIERS? <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />2. QUALIFICATIONS <br />09