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0 <br /> vc ,,,, , ,mss ,1*?'4U, � <br /> 4 APPROACH/METHODOLOGY <br /> 4"" <br /> tfil STEP SIX: TRAVEL'TRADE RELATIONS '' 2 <br /> As part of our travel trade relations approach,we'll leverage our relationships with the industry to benefit Sunny Isles <br /> Beach.Our team has access to more than 15,000 pre-qualified agents across the U.S.and Canada who focus on luxury, <br /> culture,adventure/wellness,family and corporate travel.We are ready to activate this network in addition to our tour <br /> operator network to serve you in priority markets. <br /> 1. Develop,merge and maintain segmented industry 5. Follow key industry decision makers and top-level 0 <br /> contact lists.We have a proprietary CRM system to contacts to identify potential destination opportunities <br /> manage our travel agent and tour operator contacts. while keeping up with industry shifts/changes. <br /> These lists can be coded so that we can manage <br /> contacts that are best suited to Sunny Isles Beach. 6. Create social media aspects to industry FAMs to <br /> As part of this process,we would also review existing encourage visibility of the destination on industry <br /> industry contacts and merge non-duplicates into our partner social platforms to inspire their network of0 <br /> system to align communications on the destination's contacts/followers. <br /> behalf.This list will be managed month over month to <br /> ensure its accuracy over time. 7. Industry training materials/meeting presentation <br /> decks.We work in partnership with you to update <br /> 2. Create a newsletter template in our distribution your industry presentation and update the content as <br /> system for quarterly news distributions.This allows needed to ensure maximum engagement during travel <br /> us to keep industry partners abreast of developments trade sales mission appointments and/or trainings. <br /> within Sunny Isles Beach. <br /> 8. Quarterly What's New in SIB Industry Newsletter: 0 <br /> 3. We monitor editorial calendars and regional and Tailoring the media news round up for the travel trade, <br /> national leads to ensure inclusion in key stories among we will re-package content compiled for media usage <br /> travel trade and meetings publications. and issue this content to key contacts who are key 4 <br /> producers or potential producers for the City of Sunny <br /> 4. Respond to industry media requests and travel Isles Beach.The newsletter will include information on <br /> agent/tour operator inquiries,ensuring that all new developments,packages/travel agent promotions, <br /> incoming queries are handled in a timely manner. deals for consumers to take advantage of, new hotel <br /> inventory/developments,activities,events and quarterly <br /> happenings. O <br /> STEP SEVEN: MONITOR, MEASURE, REPORTS <br /> We are meticulous in the reporting and measurement of our initiatives and results.We provide real-time digital copies <br /> and links to coverage for all placements including print,online,and broadcast,participate in regular status meetings,and <br /> provide tailored,interactive monthly reporting. <br /> 0 <br /> How We Measure • Set clear goals aligned with your business goals,which <br /> PR measurement is not just about counting clips.Our we track against. <br /> preference is to focus on outcomes over outputs.Our • Measure quality of placements,in addition to quantity. <br /> measurement system is based on the Barcelona Principles. • Evaluate message pull-through:are we reaching the <br /> We tailor this reporting system to: right audience with the right message at the right time? <br /> 0 <br /> TURNER 44 RFP: 17.10-01 <br /> 0 <br /> 0 <br /> 0 <br />