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• • • • • • • • 40 Approach/Methodology RFP—No.19-07-07 RFP—No.19-07-02 Approach/Methodology 41 • • Our Approach • TASK:Proposers assessment of the City of Sunny Isles Beach needs and approach methodology to providing the services requested in this solicitation should include a plan/outline in addition to the following: • Suitability of the methodologies and approaches used in achieving tasks • Overall organization to completing the project • Ability to meet desired timelines and deadlines • Phase 1:Market Research and Investigation • We see this phase of the project as being naturally divided into four parts: We will address the unique aspects of Sunny Isles Beach: • • PART+ =�, Cualitative snd Cuentitati•:c Dota + Character eJ' Obiaining and anaiyzing the quaniitative'data on residents,busine>ses and users of Sunny Its unique multicultural character with a large number of foreign-born residents primarily from Eastern Isles Beach.We wit base this on the Strengths,Weaknesses.Opportunities,and Threats Europe and Latin America. (SWOT)model as the foundation for the branding program. • 4. Oceanfront Towers Its combination of more recent,striking and luxury oceanfront towers,along with the older condos and PART a Understanding Stakeholder Behavior private homes in the west side of the City. r Understanding the qualitative aspects of Sunny Isles Beach residents and users in order to • address them in more relevant and persuasive ways. Community Being a relatively upscale,safe and family-friendly community. PART] "' Testing • Q w + Bossiness .1 Focus group testing and sveys of unending concepts. The Collins Avenue business district and main artery. • PART4Events Capitalizing on Industry Trends Existing special events,and recreational and cultural resources and facilities. Keeping abreast of local.Florida,national and international housing.development,retail and tourism trends,as well as emerging segments.The goal is to be forward thinking by advising Sunny Isles Beach on which markets and marketing approaches would work best + Relationships for the City and how to best capitalize on current trends. Relationship with the rest of the region.including adjacent assets. • We will use crowdsourcing to improve on existing statistics and to reach down into a granular level for the Sunny Isles Beach.Stakeholders will be contacted for their input.concerns and ideas. Existing available surveys of Sunny Isles Beach and Miami-Dade County will be used as a foundation to then While data is absolutely essential to understand the dynamics of Sunny Isles Beach.and to be able to formulate go out to survey and test concepts with targeted focus groups.We will review existing and previous marketing accurate plans,discovering resident.visitor,consumer and stakeholder insights is the most valuable task that campaigns,special events,and other promotions for Sunny Isles Beach.to provide recommendations,and we can aim for.These are what allows us to create persuasive campaigns to attract more residents,employees. assess effectiveness of current practices. visitors and businesses.and improve quality of life. Sources include: • SIBFL.net.the City of Sunny Isles Beach official website • SunnylslesBeachMiami.com,the official City tourism website • BeaconCouncil.com,data and reports,including County and Sunny Isles Beach demographic and • _ • economic information ❑A Acoeea "CAME iA<0 e.re ussaniv