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a A..:.,M �- mgr s risri , 7 CREATIVE ABILITY ir EARGEFA Please state what research affiliates or internal research resources the Agency has available. We conduct a substantial amount of research at the onset of an integrated plan and work with clients throughout our partnership to benchmark and regularly capture the data needed to turn insights into action. From audience and competitor analyses to web and social media listening and analytics,we dig deep into market conditions, consumer behaviors and constantly shifting trends to help futureproof our clients against their always-evolving business landscape. In tandem with the extensive resources of our parent company,Fahlgren Mortine,we encompass both generative and evaluative areas with full-spectrum qualitative and quantitative research methodologies. KEY TrARGET AUDIENCES 40 Please state how the Agency approaches identifying the key target audiences for its clients and how it then determines the appropriate media to best communicate with those audiences. We start by gathering internal research that guides our audience/market research. Using tools,including Experian Mosaic,we can conduct market research to supplement your marketing data.This helps to better understand the audiences that were truly driving visitation.We then map out key consumer groups to better understand behavior and affinities;determine where they intersected;and begin to develop a scalable strategy that focuses on these action drivers. With these findings,we created an integrated,scalable,integrated strategy with an emphasis on campaigns that will resonate with personas who have crossover interests.Our PR strategy also integrates into Sunny Isles Beach's marketing efforts as a whole. Additionally,TURNER since works with numerous destinations,we're well-versed on researching, analyzing and delivering market intelligence that will deliver value for your team. For clients such as Bermuda Tourism Authority, 5 Tourism Toronto,and Barcelo Hotel Group,we deliver detailed annual research;monthly competitive updates;and send market updates with important headlines and trends. At the onset of a new PR plan,we conduct a substantial amount of research around specific market conditions,as well as identifying hot trends in the verticals that are most important to your destination. 40 S S S TURNER ------------- 88 -- RFP: 17-10-01