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12 | RMA | Tab 2 | Qualifications | RFP No. 19-07-02 OVERVIEW OF PHASE 1 & PHASE 2 OUR GENERAL APPROACH RMA has reviewed the Scope of Services and developed a work plan to complete the tasks and activities that are specified. The work plan includes the review of background material provided by the Client, as well as independent research of Sunny Isles Beach economic conditions, market situation and current brand position, real estate leasing environment, ‘business friendly’ attitude, business and political climate, current brand and reputation online and offline, and other factors that impact investors’, residents’, and visitors’ decisions. PHASE I - DISCOVERY & RESEARCH The work plan will include collecting and analyzing qualitative and quantitative market research identified in the Scope of Services, plus additional analysis to ensure that community and visitor research is done in the context of the greater economic development environment. The research will address what people think and feel about Sunny Isles Beach and other considerations that will determine the realistic implementation options for the comprehensive branding and marketing strategy. Stakeholder meetings, town halls, online surveys, and individual interviews with businesses and local tourism partners are some of the most important parts of the work plan. This input will guide the direction of the branding and marketing strategy. The RMA approach is based on the belief that community values and desires should guide the plan, not just the data alone. Following the stakeholder input, the results of those meetings will be evaluated within the context of the market research and data (SWOT, demographic analysis, business trends, tourism trends, etc.). Every problem that may be identified creates an opportunity to develop objectives, strategies and tactics to further the branding and marketing goals. A city brand is built based on recognizing the value of what the city has to offer, understanding what differentiates this city from those around it (why do people choose to call this city home), and positioning those values in a way that helps to introduce a city to new guests, future residents, and businesses who share a city’s vision. We will identify Sunny Isles Beach’s distinguishing characteristics, uncover its market potential and position, analyze its image online and offline among its target audiences and deliver the findings and recommendations for strategic branding and marketing in Phase 1. Timeline: 6 -12 months. PHASE II - BRAND DEVELOPMENT & EXECUTION During Phase I, themes and ideas will emerge that will become the foundation for development of a positioning statement and brand promise for Sunny Isles Beach. Our creative process outlined in the following pages illustrates our approach to the development of logos, taglines, campaigns , special promotions and events designed for the city’s target audiences. We will provide the deliverables identified in the Scope of Services and the pages following will also illustrate our approach to marketing plan development, market positioning, media planning, community engagement and public relations, videography, website development and tourism. Phase II Timeline: 6- 18 months. RMA will conduct the necessary research to understand the current situation in Sunny Isles Beach. No subcontractor will be used to conduct research. If the city has previously contracted with research firms to collect data, such as event intercept surveys, RMA will request access to this data and will analyze the findings withing the context of our additional research. QUALIFICATIONS RELEVANT EXPERIENCE, QUALIFICATIONS & PAST PERFORMANCE