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® I . . i <br /> ® APPROACH/METHODOLOGY 4 <br /> 0 <br /> • Strategic PR Plan&Content Calendar:We develop a strategic plan which serves as our road map <br /> ® for the year which will provide monthly analysis and reporting on results as well as how we track <br /> against our plan.While this is a living document that is updated as news and priorities shift,it provides <br /> top-line direction on goals and strategies to ensure everyone is on the same page. If and when <br /> needed,we adjust our plan. <br /> • Integration:We always ensure our plan and campaigns are tailored to and integrated with marketing <br /> and social media initiatives whenever possible. <br /> ® • Crisis: It's important we review your crisis communications plans(or we can draft or update a plan). <br /> Our team is fully trained in traditional and digital crisis management. <br /> 0 • Measurement:We measure qualitatively,not just the quantity of eyeballs.We ensure that the PR <br /> ® program is driving business success.We provide detailed reporting on a monthly basis and hold <br /> interactive review calls to discuss results. <br /> OUR CREATIVE ENGINE <br /> ® • Media Team:We use a unique media team approach to ensure that you have access to the entire <br /> network of relationships among our 40-person team. <br /> ® • Lifestyle Legs:Our lifestyle division gives us expanded reach across outlets,tastemakers,influencers <br /> ® and celebrity outreach. <br /> 0 • Digital Depth:We have a dedicated team of social media and digital media experts who join us for <br /> ® brainstorms and are pulled into campaigns as needed. <br /> ® • Designer:We have an in-house graphic designer making it easy when we need an infographic to go <br /> ® with a pitch,an invite for a media invite, a stakeholder newsletter,etc. <br /> • <br /> ® QC-8010TV TO MEET D[ESORED <br /> ® TOMCLONES AND DCADLONCS <br /> As part of the strategic PR plan process in our development phase(see"Proposed Services"section), <br /> ® TURNER maps out a timeline of deliverables that support the overall marketing goals of Sunny Isles <br /> ® Beach.Our integrated approach ensures we are creating effective PR campaigns, making the most <br /> of existing and new assets,to boost every stage of the marketing cycle-paid,earned,owned and <br /> 0 managed.In the plan timeline,we'll back out deadlines for important events;short-and long-lead <br /> ® editorial opportunities;industry awards;and media missions to maximize coverage potential and be <br /> certain you never miss out on initiatives critical to success. <br /> 0 <br /> TURNER --- . 47 RFP: 17-10-01 <br />