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O <br /> X ,,,, <br /> 4 APPROACH/METHODOLOGY 0 <br /> 0 <br /> 0 <br /> P1 FLAN 8 (0 UTLH <br /> STEP ONE: DEFINE PROGRAM OBJECTIVE'S 0 <br /> i✓%a.� .,,s';,to� ,�,3„eo., ,.F'9��.a-"tis� 4,'�x�' .,.�.,a� .o.� >& �� .,E'.,,Ys0.,*� -�xti zip ..,.,�.� <br /> In order to evaluate the success of our PR plan and activities,we will develop <br /> a final version of our objectives and goals in collaboration with your team.A <br /> SAMPLE of goals includes: 0 <br /> 0 <br /> Ensure Sunny Isles Beach is top-of-mind among key Increased awareness of Sunny Isles Beach among <br /> decision makers within identified target markets and travel agents,tour operators,online travel agencies, <br /> nationally relevant media outlets. and key industry associations to have a positive impact <br /> • GOAL:At least 40 percent of coverage is within the on consumer and group bookings;itinerary inclusions; 0 <br /> Top 100 list of media and destination recommendations. <br /> • <br /> • GOAL:At least 60 percent of coverage contains key GOAL:Grow Sunny Isles Beach's industry <br /> messaging database by adding new contacts and activating <br /> communications with those contacts <br /> • GOAL:Generate coverage of Sunny Isles Beach in <br /> Introduce Sunny Isles Beach to a broader audience of industry-facing outlets(travel trade and meetings) <br /> potential travelers,ensuring the city's share-of-voice and showcase the unique selling propositions of <br /> among competitors of iconic U.S.destinations. Sunny Isles Beach and SIBTMC partners via those <br /> • GOAL:Generate coverage of Sunny Isles Beach publications <br /> in round-up articles that positions the destination • GOAL: Host a minimum of 15 top level industry <br /> alongside its main competitors and validates it as a contacts in Sunny Isles Beach by leveraging industry 0 <br /> must-see destination conferences and events happening in South Florida <br /> • GOAL: Host a minimum of 10 writers on assignment (i.e. Seatrade,Global Travel Marketplace,Cruise360, <br /> LE Miami,etc.) <br /> Increased awareness of Sunny Isles Beach's tourism <br /> product,including a focus on the drive markets of the <br /> surrounding states to encourage increased visitation. <br /> • GOAL:Garner media coverage for Sunny Isles Beach <br /> in each of the top five regional feeder markets <br /> 0 <br /> 9 <br /> 0 <br /> 00 <br /> 0 <br /> TURNER 32 RFP: 17-10-01 <br /> 0 <br /> et <br />