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TOURISM MARKETING Successful tourism marketing encompasses many components: a defined brand that clearly conveys what a visitor can expect; the communication of that brand via a website and social media and all collateral/advertising; ease and availability of accessing information; the overall customer-service experience while visiting; the “feeling” experienced during a visit; and the way the experience is shared after departure. Tourism initiatives are a key part of a City’s overall economic development strategic plan, as they bring visitors to a place that they may recommend to others in person or online; or that they may decide to move to and/or start a business in. Tourism marketing and consulting services include strategic planning and branding, targeted marketing strategies, website management and analytics, trade media relationships, cross-promotional activities with local and regional CVB’s and internal/external customer relationship management (i.e. – industry partners; Chamber of Commerce; City Staff and key Departments). The RMA team maintains in-depth market research and knowledge of a variety of tourism niche markets. Our team of experts can guide you through the branding and design process, develop and manage your website, create and run online social media campaigns and provide projections and reporting on the return of investment for your tourism marketing strategy. The primary focus is on developing results oriented programs to enhance the tourism development, marketing, economic development, customer service, and retail productivity of municipalities, downtown retail districts, shopping centers and other commercial properties, attractions and organizations. Branding & Messaging – What brand equity does the City of Sunny Isles Beach currently own? Does it differ among the constituents? What should it be? What differentiates Sunny Isles Beach from the rest of the towns/cities in the region? It should be noted that any City’s brand is not what they say it is, rather…it is what the market tells them it is! Therefore the messaging tactics are as important as the brand itself. Determine appropriate target markets – clearly identify who they are, such as the visitor market, property owners, businesses, residents, office workers, public officials, etc. This can be further developed into specialized niches such as the cultural and historical supporters. Strategies and message points for the trade – in addition to traditional marketing messages to the consumer/visitor, there will be a focus on how best to carry out the economic development activities of the City, including the key relationships with trade media and participation in tourism trade shows as well as other opportunities. 22 | RMA | Tab 2 | Qualifications | RFP No. 19-07-02