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<br /> Section 8: Strategic Thinking
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<br /> Sunny Isles Beach has the growth potential to increase tourism, business travel and
<br /> destination weddings through strategic communications. IGS has the experience to build
<br /> awareness of the multifaceted attributes of Sunny Isles Beach and leverage the location to
<br /> attract a diverse group of target audiences.
<br /> The IGS team has successfully executed integrated communications to engage stakeholders
<br /> and spread awareness. In working with the Minority Business Development Agency
<br /> (MBDA), our team hosted a series of focus groups to better understand messaging that
<br /> resonated with minority business owners. IGS was able to determine emotional triggers and
<br /> understand how business owners make decisions. The findings from the focus groups
<br /> helped our team create the "Where Businesses Come to Grow" Business Center campaign
<br /> that focused on providing content that tapped emotional and rational insights of the target
<br /> audience.
<br /> To ensure that effective and intentional strategies and tactics are developed, the IGS team
<br /> initiates each project with an in-depth situational analysis. While we have research experts
<br /> 0 on our team, we also utilize outside resources to expand our reach. In 2014, IGS was
<br /> responsible for organizing, executing, and overseeing community engagement for Marine
<br /> Week Seattle for more than 175,000 attendees. To get an idea of how the public felt about
<br /> the Marine Corps, IGS conducted secondary and primary research through Gallup
<br /> Consulting and Hemispheres. The findings were instrumental in the development of
<br /> strategic pitches targeting specialty media and identifying unique Marine stories to pitch.
<br /> During Marine Week, IGS organized a press conference for a USMC proclamation
<br /> ceremony with Seattle Mayor Ed Murray and Lt. Gen. John Toolan. The IGS team also
<br /> organized various speaking engagements for Medal of Honor recipient Kyle Carpenter and
<br /> an extensive roster of general officers. During the event, IGS secured 84 media placements
<br /> with a reach of 3,633,856 people.
<br /> Often, our clients have identified their target audiences; however, there are situations
<br /> where research reveals that those audiences do not align with an organization's strategic
<br /> goals. During the situational analysis phase, IGS executes a series of research tactics, such
<br /> as a ZAG 17-step process, segment matrices, focus groups, customer surveys, and a
<br /> business model canvas. Research findings are compared to organizational goals to ensure
<br /> that resources are allocated to the appropriate audiences. Recently, for example, we
<br /> worked with a client that was focused on attracting Millennials, but based on research
<br /> findings, we advised that it was not worth the investment because it would not directly
<br /> impact the client's strategic goals.
<br /> ® Once the target audience is determined, IGS recommends the most effective
<br /> communication channels and mediums. Media outlet demographics and global social
<br /> Proprietary and Confidential.This proposal response includes data that shall not be disclosed outside of the ' 7.(?,6444:•
<br /> ® � ii
<br /> CITY OF SUNNY ISLES BEACH,and shall not be duplicated,used,or disclosed — in whole or in part—for any 41'..4:7
<br /> Isom Global Strategies purpose other than to evaluate this response. .3••jr
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