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<br /> Baseline Assessment: To begin the research phase of this project, the IGS team
<br /> scheduled meetings with two members of Industrial Bank's leadership team and a
<br /> former Industrial Bank small-business banking customer. IGS used the ZAG 17-step
<br /> approach during these interviews to identify key differentiators to strengthen the
<br /> bank's brand and customer journey. IGS went on to distribute an online assessment
<br /> questionnaire to small-business owners to get a better understanding of their
<br /> relationships with their current business banking institutions. Findings from the
<br /> qualitative and quantitative research contributed to a Strengths, Weaknesses,
<br /> Opportunities, and Threats (SWOT) Assessment (against the market); segment
<br /> matrices (competitive analysis); and design brief. IGS' research findings realigned
<br /> Industrial Bank's target audience compared to what they previously thought it
<br /> would be in order to increase and support the bank's strategic goals.
<br /> Digital Strategy: IGS created a series of campaigns to resonate with each of
<br /> Industrial Bank's target audiences. Content is created based on the financial needs
<br /> of each target audience and a corresponding campaign call to action. The
<br /> campaigns roll out every three months, and content is strategically posted during
<br /> peak engagement times throughout the day.
<br /> Daily Responsibilities:
<br /> 0 1. Schedule social media posts for Twitter, Facebook and Instagram pages
<br /> 2. Engage with online audiences on each of Industrial Bank's platforms, and
<br /> monitor responses and general online conversation revolving around
<br /> Industrial Bank, community banks, and other industry-specific topics
<br /> 3. Provide ad hoc social media posts at the request of the Industrial Bank point
<br /> of contact
<br /> 4. Create newsletter, blogs, media releases to align with campaign elements
<br /> Monthly Responsibilities:
<br /> 1. Modify the social media content strategy and editorial calendar based on
<br /> current events and trending topics
<br /> 2. Develop two 2-week calendars for Twitter, Facebook, and Instagram to
<br /> ensure that content is timely
<br /> 3. Develop creative collateral materials to support the online content
<br /> 4. Attend two onsite Industrial Bank events or community events to provide live
<br /> social media postings; videographer captures footage to be edited for
<br /> Industrial Bank social media platforms
<br /> 5. Generate analytics reports for Twitter, Facebook, and Instagram platforms
<br /> that include month-over-month changes, demographic highlights, and top-
<br /> performing posts
<br /> 6. Maintain an internal media-tracking archive with inquires, questions, and
<br /> important comments from online social media followers; official Industrial
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<br /> G in Proprietary and Confidential.This proposal response includes data that shall not be disclosed outside of the -" %
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<br /> CITY OF SUNNY ISLES BEACH,and shall not be duplicated,used,or disclosed —in whole or in part—for any2340,
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<br /> Isom Global Strategies purpose other than to evaluate this response. `!- r
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