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<br /> may.
<br /> • KPls: impressions, clicks, form completions, sign-ups, qualified leads, conversions gip.
<br /> • Examples:
<br /> o Last-Minute Holiday Destination - Nov. 20, 2017 Jan 1, 2018: Promote Sunny
<br /> Isles Beach as a budget-friendly luxury option for the holidays by targeting
<br /> families, frequent fliers, empty-nesters, newlyweds, and nightlife consumers in
<br /> the United States, Canada, and Latin America on Facebook, Instagram,
<br /> Pinterest, YouTube, and Snapchat. Calls to action: (1) Be Different This Year
<br /> (families who could use a vacation, browsed 1-2 vacation research sites in the
<br /> last 3-6 months, Facebook/IG, Twitter, Pinterest); (2) This Beach Is Made for
<br /> Walking (families who have researched vacations more than 5x in the last 3-6
<br /> months, Facebook/IG, Twitter, Pinterest); (3) Can You Find Sandy Santa? (for
<br /> families with small children, who may be apprehensive about traveling with kids
<br /> during Christmas, Facebook/IG, Twitter, Snapchat)
<br /> o For Weddings - Year-Round: Leveraging the amplification power of social
<br /> media to promote emotional and heart-warming messaging explaining
<br /> wedding accommodations in Sunny Isles Beach, as well as venue options and
<br /> destination planning services. Calls to action: Say Yes to the Beach (recently
<br /> engaged); Get Away, but Stay (elopements/small ceremonies); Revel in
<br /> Romance(newlyweds and honeymooners).Awareness/Amplification
<br /> 0
<br /> Engagement/Amplification
<br /> • KPls: shares, likes, comments, social mentions, impressions, reach, clicks, conversions
<br /> • Examples:
<br /> o The New Normal - Using Facebook and Instagram, promote the social and
<br /> entertainment benefits of retired or empty-nesting couples vacationing in Sunny
<br /> Isles Beach to combat loneliness and isolation. Use infographics, gifs, video, and
<br /> social messaging to highlight major life changes that empty-nesters and retirees
<br /> often face within the first three years, and how a yearly vacation to Sunny Isles
<br /> Beach can help them create a new tradition or "new normal." Social posts
<br /> should include emotional but not patronizing messaging explaining the
<br /> convenience and accessibility of Sunny Isles Beach, as well as the entertainment
<br /> options and accommodations. Calls to action should encourage learning more
<br /> about Sunny Isles Beach by visiting the Calendar & Events page (or an IGS-
<br /> created landing page) on the website.
<br /> Influencer
<br /> • KPls: shares, likes, comments, social mentions, impressions, reach, views, clicks,
<br /> conversions
<br /> • Example:
<br /> • "Take Life to New Heights" - Work with local influencers and thought leaders in
<br /> the travel, lifestyle, and business sectors for a video marketing campaign
<br /> ® highlighting how young professionals can "Take Life to New Heights" in the
<br /> newly redeveloped Sunny Isles Beach.
<br /> ® `(�y� Proprietary and Confidential.This proposal response includes data that shall not be disclosed outside of the -~ i. .1,7 ` �.
<br /> v © CITY of SUNNY ISLES BEACH,and shall not be duplicated,used,or disclosed — in whole or in part—for any SAA
<br /> Isom Global Strategies purpose other than to evaluate this response. -11:
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