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Section 3 Scope of Services I Technical Specifications 3.1 SCOPE OF SERVICES The City of Sunny Isles Beach and Sunny Isles Beach Tourism and Marketing Council, (SIBTMC) is a not for profit Florida corporation, with its principal 18070 Collins Avenue, Sunny Isles Beach, FL 33160 and hereby solicits request for proposals from responsible and qualified professional public relations agency service providers (hereafter referred to as the agency or agencies). 3.2 BACKGROUND The City of Sunny Isles Beach is a municipal entity that is well into a renaissance from a small 'motel row' destination to a luxurious, upscale destination to not only visit but to also live, work, dine and entertain. With significant projects just completed and others on the way, there is more to come that will complete this upscale community and make Sunny Isles Beach the place to be. The Sunny Isles Beach Tourism and Marketing Council (SIBTMC) is a sales and marketing organization. Its mission is to attract, encourage and induce all persons and organizations to visit Sunny Isles Beach for conventions, business and pleasure. Acting on behalf of its members, its government partners, the City of Sunny Isles Beach and the Greater Miami Convention and Visitors Bureau (GMCVB) and the citizens of Sunny Isles Beach, the SIBTMC markets and promotes all segments of the community as a preferred destination. In furtherance of this mission, the SIBTMC will support and encourage actions and programs that enhance the desirability and attractiveness of Sunny Isles Beach to visitors. The City of Sunny Isles Beach and SIBTMC and its contracted agencies must work together in creating public relations strategies and programs that are integrated with SIBTMC's marketing efforts and focused on accomplishing the stated mission. 3.3 PUBLIC RELATIONS OVERVIEW City of Sunny Isles Beach and SIBTMC develops and implements a year-round, targeted US, Canadian, European and Latin American consumer and travel trade-based public relations program that effectively: . Builds awareness of the Sunny Isles Beach Miami brand as a family friendly, destination wedding, beautiful beaches and cosmopolitan destination. . Generates and maintains awareness of the Sunny Isles Beach Miami area and the emotional and rational benefits of vacationing, conducting meetings, establishing a business, or living here. . Communicates the diversity of Sunny Isles Beach Miami travel and residential experience . Ensures integration of all PR efforts with marketing/brand campaigns . Emphasizes Sunny Isles Beach Miami diversity including unique niche markets such as Gay & Lesbian Travel, Film/Fashion/Entertainment, Arts & Culture, Special Events, Cuisine, Heritage, Family Travel, Destination Wedding, African-American, U.S. Hispanic and Business Travel. PAGE 19 OF 31 BID No. 11-02-02