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<br />~ <br /> <br />IIVII <br />HOWARD R. MILLER <br />COMMUNICATIONS <br /> <br />Section 8 Strategic Thinking <br /> <br />HRv1Chasoonceived and implemented key SB public relations campaigns targeting Rorida, NEUnited Sates <br />and Canadian media, putting partia.Jlar emphasis on winter and summer business from those areas. In all <br />these instances messages are directed at both oonsumer and professional market segments. HRv1Chas <br />utilized both traditional and online media to read1 these segments in a variety of ways. <br /> <br />A good example of the eXeaJtion of a D:>mestic strategy is the SB Rorida Saycation. HRv1Cdeveloped this <br />ooncept, and eXeaJted it by developing targeted media liststo oommunicate that SBoffered both luxury <br />vacations at affordable prices and budget family Saycations for Rorida residents in Rorida' s ~viera HRv1 C <br />delivered these messages through both traditional and online Rorida media with the highest frequency <br />possible. The messages were picked up by both traditional and online Rorida media <br /> <br />HRv1 C devel oped a spedfi c publ ic relations and brandi ng program entitled, II Northerners get avvay to <br />Rorida's ~viera" promoting long-term stays of a week and beyond to upscale Canadian and NEUnited Sates <br />residents, during the oold and snow-filled winter. <br /> <br />Ebth of these strategies were implemented across all of the segments identified as key markets for SB. And, <br />in addition to Tourism, HRv1Ccommunicated year-round with the market regarding SBreal estate, <br />investment opportunities, and residential quality of life. <br /> <br />Rease see Addendum 8 for a list of press releases and one editorial calendar that show the sustained year- <br />round media outread1 utilized to brand the Oty of 8Jnny Isles !?eadl. In addition, these are selected national <br />and Rorida media placements to demonstrate the success of this annual strategically-based public relations <br />approadl. <br /> <br />HRv1Cextended this strategy to the Travel Trade wholesalers, travel agents, and oommerdal markets for <br />small oonventions and business meetings. S3e Addendum 8 for examples of the messages developed and <br />designed to read1 these segments. R3aching all of these market segments required using a variety of <br />different media and messaging formats. <br /> <br />A good example of Issues Management experience isthe.1..lIy 29,2010 inaca.Jrate artide published in the <br />Miami l-lerald headlined, II Bacteria in waters off 3..Inny Isles 1?ead1." HRv1Cimmediately oontacted SBs <br />R.Jblic Information Oficer, 3ephanie D3 Thomas, and then quickly drafted a crisis management plan to deal <br />with adverse publidty. It induded the following elements: <br />1. HRv1Cto monitor all media that picked up the story for the next 48 hours; there were 22 print and <br />electronic media outlets that carried it. <br />2. HRv1Cassisted D3 Thomas in drafting a press release on .1.Jly 3dh that oountered the Herald's <br />erroneousartide; delivered it to all media that had oovered the initial story; and distributed it to an <br />additional 250 media in SJuth Rorida <br />3. HRv1Cassisted in drafting letter to Miami Herald 6::litor requesting oorrection; the oorrection was <br />printed on .1.Jly 3dh <br />4. D..Je to the ooordinated efforts of D3 Thomas and HRv1Cno additional negative news came out and a <br />potentially damagng blow to SB tourism was averted. <br /> <br />Page 28 of 44 Bd No 11-02-02 <br />