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<br /> Performance Metrics
<br /> The measurement of key performance indicators is critical to demonstrating success in
<br /> strategic communications. The process begins with understanding the level of exposure to
<br /> content and messages created by communications and social media programming.
<br /> Coverage volume (number of "hits" and impressions) is an important indication of potential
<br /> exposure. Understanding whether or not key messages are being delivered, and the
<br /> content and the sentiment around those messages, adds another level of understanding.
<br /> Share of voice adds yet another level of understanding and is important in assessing how
<br /> programs stack up against unidentified competitors. IGS will create integrated media
<br /> performance reports that highlight the strengths, weaknesses, campaign
<br /> threats, opportunities, and recommendations for all ongoing marketing efforts.
<br /> Engagement moves beyond "eyeballs"to assess the degree to which the intended receivers
<br /> 41 are seeing, reading, and engaging with our content. Article readership is a common
<br /> engagement metric. Online metrics may include the time spent viewing content (duration)
<br /> or registering for an event or subscribing to a blog post/comments.
<br /> To accomplish this, IGS will focus on the following Key Performance Indicators:
<br /> • Impressions & Reach
<br /> • Press Mentions(online and offline)
<br /> • Social Mentions from target audience
<br /> • Media Views
<br /> • Engagements(clicks, keyword searches, likes, comments, shares)
<br /> • Website Traffic (sessions, page views, bounce rates, time on site, number of pages
<br /> visited)
<br /> • Email Performance(delivers, opens, open rates, clicks, bounces)
<br /> • Creative Performance
<br /> • Conversions(form fills, inquiries, number of lottery applications, enrollment)
<br /> Some additional public relations measures that are often monitored by IGS include:
<br /> • Sentiment analysis: Measures the tone of a media mention to indicate potential
<br /> feelings toward a product, service, or organization as positive, negative, or neutral.
<br /> o Standard frequency of reporting: Quarterly
<br /> 40 • Sponsorship projects: Measures the number of sponsorship projects undertaken by the
<br /> organization.
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<br /> ill G laProprietary 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 anyE
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