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Pompano Beach | Magazine Ad <br />Dania Beach | Business Attraction Ad Dania Beach | Economic Development Ad <br />ADVERTISING <br />Our approach to the creation and placement of advertising <br />will depend on the specific objectives determined in the <br />marketing plan, as well as the target audience. Research <br />plays a key role in the messaging that is created and <br />delivered. RMA’s Business Attraction & Marketing team <br />works closely with City staff and stakeholders to create <br />campaigns that meet the objectives within the plan. <br />For example, tourism can include taking advantage <br />of any local or regional Convention & Visitors Bureau’s <br />(CVB) and the State’s cooperative opportunities for cost <br />effective strategies when available. <br />For attracting industry, options may include the Wall <br />Street Journal (online and print), New York Times and <br />a variety of other publications depending on industry <br />target. However, it is important to note that only 4% of <br />executive decision makers responded that “advertising” <br />influenced them according to a 2014 survey of 356 <br />participants, conducted by Development Counsellors <br />International. “Dialogue with industry peers” and “articles <br />in newspapers and magazines” were cited 55% and 44% <br />of the time, respectively. <br />Through the research, analysis and planning process, <br />nuances will be addressed – capitalizing on hidden assets, <br />highlighting the area’s potential to developers, residents, <br />entrepreneurs and small business owners, focusing on <br />the opportunities for connectivity throughout the City. <br />RMA addresses these distinctions within the over- <br />arching marketing plan, and develops coordinated, yet <br />distinguished, messages for each of the target audiences. <br />For example, RMA developed a campaign for the City <br />of Oakland Park, Florida that utilized two targeted <br />approaches. The Savory, Sweet & Spicy campaign for the <br />Culinary Arts District was designed for two audiences: the <br />consumer was invited to savor moments, make sweet <br />memories and add spice to their life; while the potential <br />business target was invited to savor ideas, make sweet <br />plans and spice up their bottom line. <br />RMA is also familiar with the creation of successful <br />cooperative marketing advertisements and has employed <br />several campaigns for clients. <br />17 | RMA | Tab 2 | Qualifications | RFP No. 19-07-02