Loading...
HomeMy WebLinkAboutcity_of_sunny_isles_beach_rebrand_sparc_response_low_resRESPONSE TO REQUEST FOR PROPOSAL NO. 19-07-02 CITYWIDE RE-BRANDING SERVICES CITY OF SUNNY ISLES BEACH, FLORIDA sparc 2 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING sparc the design offices of Richard Cassis | 773.320.3095 rcassis@sparcinc.com | 824 Humboldt Avenue Winnetka Illinois 60093 Sparc Design, Inc. dba: sparc • Winnetka and Oak Brook, Illinois and Fernandina Beach, Florida • http://www.sparcinc.com • S-Corporation • Established 1991 as Sparc, Inc. with a corporate name change in 2017 • Foreign Corporation to Transact Business in the State of Florida License (applied for and pending issuance) • Sparc Design, Inc. is not involved in any litigation • Proof of insurance has been provided (documents enclosed) • Project Manager: Richard Cassis, Principal, Sparc Design, Inc., email: rcassis@sparcinc.com mobile: 773-320-3095 1. Corporate Background Current clients we have a working relationship with: • City of St. Cloud, Minnesota • City of De Pere, Wisconsin • City of Fernandina Beach, Florida • Amelia Island Tourism Development Council, Florida • City of Batavia, Illinois • City of Farmington, Minnesota • Village of Wheeling, Illinois • Northalsted Business Alliance, Chicago, Illinois • Great Lakes Center for the Arts, Bay Harbor, Michigan • Center on Halsted, Chicago, Illinois Current clients subcontractor Kimley-Horn Coral Gables has a working relationship with: • City of Sunny Isles Beach, Florida • City of Miami, Florida • Miami Dade County, Florida 2. Qualifications August 13, 2019 Mr. Mauricio Betancur City Clerk City of Sunny Isles Beach 18070 Collins Avenue Sunny Isles Beach, FL 33160 Re: Request for Proposal No. 19-07-02 City of Citywide Re-Branding Services Dear Mauricio, It is with great enthusiasm that sparc design, inc. submits our proposal to re-brand of the City of Sunny Isles Beach. We appreciate the opportunity to help create a brand that will reflect the city’s commitment to its residents and its businesses. We understand that a brand, both visual and verbal, plays a pivotal role in how a community relates to all its audiences — old, new and potential residents; established businesses and those considering new locations. Our experience helping communities navigate the process of a refreshed brand has made one thing clear to us — a city is not a box of soap or a pair of shoes or a department store. Brand development for cities and neighborhoods requires an ability to engage all points of view and to approach the process with an understanding that learning to love a new design may take some constituents longer than others. We look forward to sharing these insights and more with you and your decision makers. As you read our response to the City of Sunny Isles Beach Request for Proposal, you may have questions. Please don’t hesitate to call or email. Sincerely, Richard Cassis aiga segd Principal sparc design, inc. 773-320-3095 rcassis@sparcinc.com AIGA the Professional Association for Design Society for Experiential Graphic Design SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 3 4 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Grammy-nominated Country artist Cassadee Pope headlined Gateway Park Grand Opening in Sunny Isles Beach Why sparc is the best qualified to perform the contract: 2. Qualifications continued SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 5 The sparc design, inc. team has helped brand small towns with big hearts and bigger plans, dense urban business districts, communities that echo with the music of many languages and traditions — and just about everything in between. We come equipped not just with knowledge and experience, but with passion for what Sunny Isles Beach is about to undertake. We have seen the power of our branding process as it energizes all stakeholders in the community — residents, business owners and their employees. We go to work with a branding process that turns disparate groups into collegial teams. Ours is a process that uncovers big ideas… and some surprises. But just as impor- tant, we have seen the results of a strong brand as an engine for community development and economic vitality. • Overview of how sparc proposes to address the two phases outlined in the RFP, including names of sub consultants The sparc team • Richard Cassis, Project Management and Design • Mary Ann Rood, Qualitative Research • Jackie Short, Quantitative Research The sparc team subcontractors • Daniel Grove, Kimley-Horn, Community Engagement Planning and Development Review • George Puig: Kimley-Horn: Community Engagement Planning and Development Review A full description of the sparc approach to Phase 1 and Phase 2, along with Exceptions, is described in Section 4, Approach/Methodology 2. Qualifications continued 6 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING The Process Snapshots . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.branding boot-up We’ll gather the Sunny Isles Beach branding decision makers and influencers to settle on the same branding starting point — what branding is and isn’t. We’ll pull together their input and start laying the groundwork for all our audience listen- ing posts — where every voice has a megaphone. We’ll then load up the team bus and take a guided tour of Sunny Isles Beach. We’ll create a video and still photo record of what we see, hear and overhear about the community. That night we’re on our own — for a little sparc after dark. We’ll visit neighborhood restaurants, parks, gathering spots and shops — talking and listening to folks at every opportunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.brand days In two high-energy public engagement events, we’ll test some assumptions as Sunny Isles Beach residents take part in high energy activities to test what they really think. The first is full of fun but the results are full of insight. The second uses technology to spur involvement and test a few assumptions about the brand that’s taking shape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.laying the foundation The world’s best brands have one thing in common — they’re built on a process that makes sure all voices are heard. We’ll cement a solid foundation for the Sunny Isles Beach brand, identifying primary and secondary audiences, by combining all constituent research, contact points and input channels into a profile of each. We’ll use our SWOT analysis to paint a profile of how they see the community, what they’d like to see in the future and what they see as speed bumps. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.building the brand sparc-itecturesm The Sunny Isles Beach brand takes shape with vision, mission, logo, tagline and messages that help its audiences identify and support what it is today and what it will become. We’ll create a floor plan of a brand that residents can connect with, business want to work with and employees are proud to represent. Our brand blueprint will tell compelling stories of the community — with proof points to back them up. A mission, vision, tagline and logo will work as a team to instantly and memorably identify this inclusive community as a jewel of the Florida coast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.let's do launch All the insights, surprises and wish-lists we’ve gathered from the audiences who will drive the success of the Sunny Isles Beach brand come together as we plan the Brand and Identity launch. The brand debut will feature the stars of Sunny Isles Beach — the folks who live and work here. But beyond that compelling video shot during our branding process, can we give you a menu today of all those launch ingredients? Not a chance, because we never use a cookie cutter approach. We know our process will feed the plan with some unexpected concepts that will capture the imagination of the audiences and move them to put down roots — for home or business. We’ll make sure the critical tools and channels for promotion and launch are the framework of the plan, and then we’ll push the “launch” button with some big ideas. Get ready for hitting goals — and then some. MONTHS October November December January February Phase 1 Brand Boot-Up Kickoff Meeting/Tour visit 1 Research Review and Analysis Community Engagement Event visit 2 Quantitative Research (Online Engagement) Qualitative Research (Interviews) Community Engagement Event visit 3 Aggregation of Data and Research Report Development Video Capture and Development Phase 2 Brand Sparc-itecture Development & Refine Brand Sparc-itecture Presentation visit 4 Brand Visual Identity Development Brand Visual Identity Presentation visit 5 Brand Standards Guide Brand Launch Event (not included in services) 2. Qualifications continuedSchedule of Proposed Services The timeline below is formulated based our experience in branding initiatives for other communities. However, that experience has also demonstrated to us that our clients often have demands on their time that require flexibility from us. In those cases, we provide an updated timeline to be agreed upon as we continue to move forward. We are prepared to start immediately. Proposed services duration in the order of process: Brand Boot-Up Kickoff Meeting & Tour: Preparation and Execution VISIT 1 = 2 days Data and Existing Research Review and Analysis = 4 weeks Public Engagement Event VISIT 2: 1 day Quantitative Research Development, Execution and Analysis = 4 weeks Qualitative Research Recruitment and Execution = 2 weeks Public Engagement Event VISIT 3: 1 day Aggregation of Data, Marketing Analysis, Quantitative and Qualitative Research = 3 weeks Report Development including SWOT Analysis, Mission & Vision Statements = 3 weeks Brand Sparc-itecture Development and Refinement = 9 weeks Brand Sparc-itecture Presentation VISIT 4: = 1 day Brand Visual Identity Development = 7 weeks Brand Visual Identity Presentation VISIT 5: = 1 day Brand Standards Guide Development: = 5 weeks Listing of major accounts: • City of St. Cloud, Minnesota • City of De Pere, Wisconsin • City of Batavia, Illinois • City of Farmington, Minnesota • Village of Wheeling, Illinois • Northalsted Business Alliance, Chicago, Illinois • Great Lakes Center for the Arts, Bay Harbor, Michigan • Center on Halsted, Chicago, Illinois Research and branding campaigns successfully implemented: • City of De Pere, Wisconsin: Strategic Visioning and Brand Campaign • City of St. Cloud, Minnesota: Placemaking and City Brand Campaign • City of Batavia, Illinois: Branding Campaign • Northalsted Business Alliance, Chicago, Illinois: Comprehensive Marketing Plan and Branding Campaign Experience in research, branding, advertising, web-based marketing, creative services and collateral development, as well as public and community relations: Please refer to Section 3, Staffing. All clients added and lost in the past five years: In the past five years sparc has only added clients. None has been lost. Those clients added include: • City of St. Cloud, Minnesota • City of De Pere, Wisconsin • City of Batavia, Illinois • City of Farmington, Minnesota • Village of Wheeling, Illinois • Great Lakes Center for the Arts, Bay Harbor, Michigan SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 7 General Process Video or In-person Meetings Projected Brand Launch 8 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 2. Qualifications continued Value-added benefits that set sparc apart: ⇢ Community branding is a long way outside the service boundaries of ordinary agencies, firms and design studios. Several years ago sparc figured that out and formed what today is a well-practiced, cohesive collaboration of senior experts in specialties almost never found in a single firm — yet uniquely suited to the re-branding initiative being undertaken by Sunny Isles Beach. For our clients we combine award-winning, audience grabbing design; communication strategies that engage and move target audiences; research that uncovers deep-seated opinions and action drivers; and demographic and trend analysis that guides city planning and builds healthy, growing communities. All of this happens in a process that has shown how it brings communities together with the common purpose of a great brand. Our clients tell us that, no matter what their job description is for their city, there’s a sparc team member they come to lean on during the branding project — and often for years after. Our clients also tell us that we know how to honor history while bringing to life visions of what can be — and marketing plans that make those visions a reality. ⇢⇢ But perhaps the most compelling demonstration of the value-added benefits that set sparc apart comes from client relationships that go far beyond the “one and done” approach to community branding practiced by some companies: sparc has client relationships that began a decade ago and continue today. 324 Willow View Lane ♦ Oak Brook, Illinois 60523 ♦ phone: (630) 941-9433 ♦ cell: (630) 728-4204 jshort@monogramgroup.com Jacqueline Short – Monogram Market Research Market Research Consultant Jacqueline Short is a market research professional with over 30 years’ experience in the field. Following her positions as Director of Market Research at Ameritech and First Chicago, she established Monogram Market Research, a market research consulting practice to provide individualized market research service, focusing on the needs of businesses including packaged goods, retail, utilities, government and not-for-profit. The practice provides market research consulting from the point of problem identification through final presentation of results. Jackie has a strong background in both qualitative and quantitative research, with experience in brand image development, customer satisfaction, new product development, customer segmentation, employee surveys, advertising message development and copy testing. She has in-depth experience with use of computer-aided multi-variant analysis including factor analysis, conjoint analysis and cluster analysis, and was one of the pioneers of the use of web-based survey methodologies. In addition to consulting, Jackie has guest lectured on market research at a variety of local area schools including Northwestern University, Northern Illinois University, DePaul University and The School of The Art Institute. Jackie earned her MBA from Loyola University in Chicago. Her undergraduate degree is from University of Illinois - Champaign/Urbana with majors in History and English Literature. KIMLEY-HORN CORAL GABLES FL LISLE IL ........................ Community Engagement Brand Strategy Implementation Strategy EXTERNAL STAKEHOLDERS ............................... Civic leaders Property owners Business owners Community residents Education community STEERING COMMITTEE SPARC WINNETKA IL FERNANDINA BEACH FL ........................................ TEAM LEAD Community Engagement Qualitative & Quantitative Research Brand Strategy Voice & Visual Identity Implementation Strategy Brand Integration 3. Staffing GEO R G E RICH A R D M .A.J A C KIE DAN IE L As one of our early clients said, “sparc doesn’t back up the school bus and unloaded the trainees on our project.” Take a look at the experience and qualifications our team delivers. Richard Cassis aiga segd Managing and coordinating the City of Sunny Isles Beach Re-branding Initiative • Strategic Visioning and Branding (City of De Pere, WI) • Placemaking and City Branding (City of St. Cloud, MI) • City Branding (City of Batavia, IL) • Comprehensive Marketing Plan and Branding (Northalsted Business Alliance, Chicago, IL) • Naming, Brand Development, Website Development, Print and Digital Collateral/Communications, Community Programming Identity and Event Concepting (Center on Halsted, Chicago, IL) • Gateway Signage and Water Tower Design (City of St. Cloud, MN; City of Farmington, MN) • Comprehensive Signage System (Great Lakes Center for the Arts, Bay Harbor, MI) 30+ years of award-winning design experience AIGA, the Professional Association for Design Society for Experiential Graphic Design University of Michigan, BFA, Magna Cum Laude Mary Ann Rood Qualitative Research, Brand Architecture and Marketing Plans • Advertising creative director (FCB) • Director of Communications and Public Affairs (Ocean Spray Cranberries) • Global Managing Director Brand Practice (Ogilvy Public Relations) • Brands researched and developed for higher education (University of Massachusetts, Ohio Northern University, Drake University) • Communities branded (Northalsted Business Alliance; Elgin, IL; Batavia, IL; De Pere, WI) • Creative and Collateral Development: Fifth Third Bank (Chicago), Property Casualty Insurers Association (National), Association House of Chicago, Arthur Andersen (Global) • City Government Marketing and Strategy: Rahm Emanuel (former) Mayor, City of Chicago 40+ years of branding, marketing and PR experience MIT/Harvard Joint Project on Dispute Resolution Certificate USC Center for Crisis Management Certificate Bachelor of Science, Iowa State University Jackie Short Quantitative Research, Ideation • Market Research AVP (First National Bank of Chicago) • Market Research Strategy Director (Ameritech) • Communities branded (Northalsted Business Alliance; Elgin, IL; Batavia, IL; De Pere, WI) • Branding research conducted for over 75 companies, associations, non-profit organizations. • Research for government entities: Illinois Department of Developmental Disabilities; Illinois Commerce Commission; Jo Daviess IL County; Chicago Park District) 25+ years as a market research specialist with a strong background in brand image and brand message research. She has in-depth experience with data modeling and multi-variant analysis and was one of the pioneers of the use of online survey methodologies. Daniel Grove pla aicp leed ap Subcontractor, Kimley-Horn and Associates - Lisle, IL Creative Services and Community Relations • Downtown Master Plan & Wayfinding Signage (Manitowoc, WI) • Community Gateway Signage (Mundelein, IL) • Village Comprehensive Plan (Mundelein, IL) • Village Identity and Wayfinding Master Plan (Bourbonnais, IL) • City Strategic Vision and Branding Plan (De Pere, WI) • Uptown Streetscape Master Plan (Kenosha, WI) • Howard Street Corridor Landscape and Signage (Niles, IL) 20 years of landscape architecture and planning experience American Institute of Certified Planners Professional Landscape Architect in Illinois University of Wisconsin, Madison, BS, Landscape Architecture George Puig pla asla Subcontractor, Kimley-Horn and Associates - Coral Gables, FL Creative Services and Community Relations • Sunny Isles Beach: Sunny Isles Beach Government Center • Sunny Isles Beach Collins Avenue Pedestrian Bridge • City of Miami: PBA/Fern Isle Park • City of Miami: Shenandoah Park • City of Miami Beach: Normandy Isle Park • City of Miami Beach: Fairway Park • Miami Dade County: Underline Phase 2 Design Guidelines • Miami Dade County: Underline Gables Station Area Improvements 29 years of professional practice in South Florida Planning experience within both private and public sectors Professional Landscape Architect in Florida University of Florida, BS, Landscape Architecture SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 9 CITY OF SUNNY ISLES BEACH sparc APPROAC H ⁄ METHODOLOGY OUR PROCESS FOR → THE CITY OF SUNNY ISLES BEACH, FLORIDA 10 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 4. Approach ⁄ Methodology In our experience, there are hidden gems of talent among community leaders and doers — particularly the ones who get bitten by the branding bug. And in virtually every client project, we have developed working partnerships from all corners of the community that truly benefit the common purpose, even long after we’ve packed up the projector and gone home. ⇢ For that reason, you see in our approaches to Phase 1 and Phase 2, including a few Exceptions, the sparc methodology is uniquely suited to the model of a diverse community that is Sunny Isles Beach. ⇢⇢ “On time and on budget” — along with fresh, break- through insights and creative — are the linchpins of the sparc approach to client service. We also know that events beyond our control — or our clients’ control — can happen. So when it’s minus 55° (not count- ing wind chill) and our client can’t leave her home to come to a scheduled meeting or a hurricane path forces mandatory evacuation, we understand schedules may have to slide. We then deliver a revised timeline that keeps the project on track and we keep on creating great brands. ⇢⇢⇢ SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 11 Phase 1: Market Research and Investigation Project, Research and Engagement Manager: Richard Cassis Research and Engagement: Mary Ann Rood, Jackie Short, Daniel Grove, George Puig To meet and exceed the requirements of the RFP, our process will achieve a better understanding of who Sunny Isles Beach residents are, will gain useful feedback on how the City is perceived by its stakeholders, will evaluate how past and present planning strategies have moved the city forward, and how it should be marketed to key stakeholders we would: A. Analyze all publicly available data on demographics; business licenses; progress/actions on City Commission initiatives – current and proposed – including but not limited to transportation and pedestrian safety initiatives, facilities and new park development projects; Public Arts Advisory Committee findings and initiatives. If necessary, follow-up interviews will be conducted with subject matter experts and leaders in each of these areas to better understand their impact on the community. B. Review existing research or performance data provided by the client as well as from sources including but not limited to: a. Sunny Isles Beach Tourism & Marketing Council b. North Miami Association of Realtors® c. Aventura Sunny Isles Beach Chamber of Commerce d. Commercial and residential property managers C. Review and analyze marketing campaigns and events including but not limited to: a. Attendance and income (where applicable) data from: i. Beach Bash ii. Family Movie Nights iii. Sunny Isles Beach Jazz Fest iv. Russian Heritage Weekend v. And others considered important and indicative of community engagement by the City b. Review of creative and message development process including: i. Interviews with City communications professionals ii. Interviews with Advertising/promotion/ public relations agencies retained by the City D. With results and findings from A. through C. we develop proprietary research conducted including: a. An online survey that reaches broadly across the Sunny Isles Beach community including residents, business owners, employees and other stakeholders. The survey will be designed to provide a clear view of the community’s strengths and challenges as well as the messages that will more fully engage the community. i. We have learned that by using a community organization’s email lists, or those available from other public entities including schools, economic development organizations and even faith groups we can reach survey participants saving significant project dollars that can be used for marketing or other opportunities that may arise. ii. The survey will uncover key components of the Sunny Isles Beach brand image both current and desired future imagery as well as the messages for and challenges to the brand image. iii. We will seek to ensure that a minimum of 200 completed surveys are collected and will watch the demographics of the return to ensure that they are a match to that of the population so that all segments are accurately and fully represented in the results. iv. We understand that many of the residents may speak a language other than English and we can provide a language option in the survey so that this presents no barrier to participation. BRAND VISION INTERNAL PERCEPTIONS BRAND POSITION OWNABLE MESSAGE BRAND IMAGE EXTERNAL PERCEPTIONS FUNCTIONAL BENEFITS HEAD ATTRIBUTES FACTS EMOTIONAL BENEFITS HEART INSIGHT: EXPECT PUSH BACK While what stakeholders say and contribute during community engagement processes is vital to the development of a strong brand — verbally, visually and in spirit — parsing what their commentary means during the launch of the brand’s visual component (the logo) is typically a challenge and comes with the territory. Example: The development of the brand in De Pere went phenomenally. The recommended brand received strong support from the steering committee, who met regularly through the process. Staff and elected officials supported the brand, and voted 6 to 1 in favor of adopting it. However, the one dissenting Alderman launched a vocal campaign against the brand on Facebook after the vote, which led to a few loud oppositional voices in the community. What this has confirmed for us is that municipalities need to be prepared for push back from the community. Brands need to be lived to be embraced, and even the most successful brands in history received negative reactions when not seen in context (Nike’s swoosh and “Just Do It” were heavily panned in focus groups, yet it is celebrating its 30th anniversary and is regarded as wildly successful). City leadership needs to hire a team that uses a defensible and comprehensive process that builds the Brand, and then needs to recognize they have taken the right steps and stay strong if there is opposition. 12 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 4. Approach ⁄ Methodology continued b. One-on-One or One-on-a-Few interviews (15 to 20) with key community stakeholders, including but not limited to: i. Leaders of community organizations ii. Educators iii. Hospitality managers iv. Faith leaders v. Public safety officials vi. City government – elected and/or appointed E. The results of items A. through D. will be aggregated within the RFP 12-month specification by the sparc team and we will deliver a findings report. This will include a SWOT analysis that will consider both local data gathered as well as any national and State of Florida trends (e.g. tourism, housing, etc.) that will help mold the Sunny Isles Beach brand, along with a mission and vision statement. Exception 1: In addition to the steps and activities defined in the Scope of Services envisioned for Phase 1, the sparc proven process for both branding and rebranding of communities includes a kickoff meeting. At this 90- to 120-minute “brand boot- up” meeting with key branding decision makers and commu- nity stakeholders we will: A. Define branding — what it is and isn’t — so all involved in the process are on the same page. We have found over the years that there are often as many definitions of branding as there are people in the session. a. Gather group input on key stakeholders’ vision for Sunny Isles Beach including what they believe are the key benefits of living or working in Sunny Isles Beach, major attributes/attractions that bring the community together and dimensions that make Sunny Isles Beach unique from the surrounding communities. b. A “must-have” list of stakeholders to be interviewed c. Identify resources, e.g. email lists, contact information for interviewees Exception 2: Brand Days: One thing we have learned from community branding and re-branding initiatives: the more you involve the community the better the brand. In Phase 1 the sparc approach includes a Brand Day #1: a highly interactive Public Engagement Event. Here we invite residents, busi- ness owners, public safety teams, teachers, faith leaders and more to join in a gathering where they weigh in and share their opinions. We engage them with not just conversation, but activities. A good example: “The Dust Bin”. Here the community members write down everything we should avoid in creating the Sunny Isles Beach Brand. Or “Best in Show”. Participants tell us what’s best about Sunny Isles Beach that form the foundation of the brand. Next, we digest and analyze that straight-from-the-heart input and it’s on to Brand Day #2, a public engagement event that lets us test-drive some concepts. It all hap- pens in a community space where everyone in the room, and everyone not in the room but participating in real time online, gets to vote for initial vision and mission statements, con- cepts and messages. The results of both these high-energy public engagement events are included in the Phase 1 report. Exception 3: There’s nothing like a visual reminder of how voices were heard and all aspects of the community were part of the branding process. For that reason sparc also includes a video that records steps in the process, how the commu- nity was engaged and how the flavor of the street life all come together to create a new brand for Sunny Isles Beach. This then becomes a tool for Brand Launch. INSIGHT: EXPECT THE UNEXPECTED FROM YOUR AUDIENCES — the ones in the marketing plan and the ones who respond beyond expectations. Example: Branding for the Peoria Riverfront Museum became more than simply joining five museums — each with a unique collection, mission and audience — into a cohesive brand under one architecturally stunning roof. It became the centerpiece for the revitalization of downtown. Then came a complicating factor: recession. Branding had a bigger role to play. After engaging the public in a vote on the museum’s name, everyone got involved in branding. The whole town was energized and joined in the “Build the Block” campaign to finish funding the museum and the core of Downtown Peoria. SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 13 Phase 2: Brand Development and Execution Project and Design Manager: Richard Cassis Brand Strategy: Mary Ann Rood, Daniel Grove, George Puig Exception: In addition to the items and activities listed in the RFP “scope of services”, the sparc methodology delivers another branding tool that ensures a consistent brand — both visual and verbal: the Brand Architecture. Or as we call our service- marked branding tool: Brand Sparc-itecturesm. Beginning with the Mission and Vision delivered in Phase 1, the Brand Architecture includes all the elements shown here. ⇢ ⇢ ⇢ With approval of the Brand Architecture by the City staff, the City’s Public Arts Advisory Committee and the City Commission, the next step is to develop the City of Sunny Isles Beach brandmark or logo along with the brand visual system which will be clearly defined and demonstrated in a brand guide document. The brand guide will include type and color usage, graphic elements and the photographic style. Also included will be applications across recommended media, e.g. print, outdoor, bus wraps, pole banners, online, wayfinding and signage, apparel, promotions, streetscapes. With these tools in place, the final step will be to craft a marketing plan that creates awareness and builds the Sunny Isles Beach brand for both internal and external audiences. For other communities sparc has developed inno- vative channels such as a community branded coffee bean for sale in a town gathering spot coffee house, branded solar trash compactors, intramural (cross town) sports events and welcome parties for new businesses … and many more. 4. Approach ⁄ Methodology continued 14 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING The Brand Architecture for an ongoing initiative with Chicagoland Western Suburb. Client name is still in the confidential phase, but we are able to share certain aspects. VILLAGE OF LA GRANGE | COMMUNITY BRAND STRATEGY & VISUAL IDENTITY | RFP RESPONSE City’s Vision To be welcoming to all — neighbors, new comers, business owners, visitors. The Brand Promise to External Audiences The welcome mat is always out. The Brand Promise to Internal Audiences This is the community where you can depend on your neighbors. Positioning in Marketplace / Points of Differentiation This city is known for its strong neighborhood feel, where neighbors know each other and help each other out. Brand Personality Generous. Strong spirit of volunteerism. Down-to-earth. Genuine. Friendly to all. Brand Tagline Powered By Neighbors Key Message 1 Key Message 2 Key Message 3 Key Message 4 Key Message 5 Proof Point(s)Proof Point(s) Proof Point(s)Proof Point(s)Proof Point(s) C ITY OF BATAVIA, ILLINOIS BRAND SP ARC -ITECTURE SM A great family town Great schools and Park District programs Strong support for local teams Kid-friendly businesses and restaurants Family-friendly outdoors — Riverwalk, Bike Path, Pond, Farmers Market, Nature Areas Nobody volunteers like this city’s citizens Do-It-Ourselves: Riverwalk built with volunteer labor Neighbors provide safety nets for those in need Philanthropic program (name withheld) for students Interfaith Food Pantry and Clothes Closet New and growing businesses are welcomed and supported Chamber of Commerce mentoring and support The arts and self-expression flourish here Popular art studio (name withheld) exhibits and classes Art exhibits, live music and card-making Fine Arts Center & Festival SPARC | 773.320.3095 | RCASSIS@SPARCINC.COM A brand is all of the promises and perceptions that a community wants its audiences to feel about its lifestyle and economic offerings. INSIGHT: EXPECT TO GET INVOLVED Example: Branding for St. Cloud, Minnesota is all over town: the latest in street sign tech- nology — digital banners — and wayfinding signage displaying the St. Cloud Greater > logo. As the branding initiative wound down, the on-the-ground team in St. Cloud made it their business to develop every computer skill needed to take over and keep the brand growing into new forms. So when the call to sparc design, inc. came last August saying, “Hey Richard, we’re building a brand spanking new 1.5 million gallon water tower. We think this is a great showcase for the brand,” it was no surprise. They — and we — are living the brand in St. Cloud. SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 15 Financial statements for the Proposer and Subcontractor involved in the project, and per the requirements within the RFP, have been enclosed under separate cover. Sparc Design, Inc. agency billing and payment terms excerpt from our standard contract are as follows: Compensation shall be paid to the Consultant in accordance with the following provisions: An initial retainer for one-half of the proposed total creative fees contained in the Proposal will be paid by Client prior to the commencement of services. Invoices will be submitted periodically as progress invoices for services performed and expenses incurred. Payment of each invoice will be due within 30 days of receipt. Interest will be added to accounts not paid within 30 days at a rate of 5% monthly on the outstanding balance due. In addition, if the Client fails to make any payment due to the Consultant under this or any other agreement within 30 days after the Consultant's transmittal of its invoice, the Consultant may, after giving notice to the Client, suspend services and withhold deliverables until all amounts past due are paid in full and may commence proceedings to protect its right to payment under this Agreement. We do not offer a discount on early payments. We are excited to share with you our portfolio of work. The show begins to the right with a photo taken by friend, collaborator and local photographer, Ben Baeb, used as one of the many captivating images of the great City of De Pere located near Green Bay, Wisconsin. ⇢ ⇢ ⇢ 5. Financial Background 6. Agency Billings 7. Creative Ability Take Note 16 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 17 De Pere’s Claude Allouez Bridge courtesy of sparc collaborator, Green Bay resident and photographer Ben Baeb CREATIVE ABILITY OUR WORK FOR → CITIES : DISTRICTS : COMMUNITIES : THE ARTS : RETAIL 18 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Beginning in the Fall of 2017, the City of De Pere undertook a planning process to develop a Strategic Vision Plan for the City to guide future decision making by defining a vision and mission for the City. This vision and mission reflect the character of the community, the values of the residents and workers of De Pere, and the goals for the future. The Vision Statement sets an aspira- tional goal for where the community wants to move towards, and the Mission Statement defines how the City will achieve the Vision. Additionally, a series of goals and strategies support the Vision and Mission Statements, providing more detail and guidance on how to realize the vision. The process to develop the vision and mission for the City included significant interactions with the community and a project Steering Committee. This included the following components: • Stakeholder Interviews • Public Open House • Online Community Survey • Visioning Workshop • Presentations to City Council • Monthly Steering Committee Meetings • Strengths, Weaknesses, Opportunities, Threats (S.W.O.T.) Analysis City of De Pere PROJECT Strategic Visioning and Branding Campaign DURATION June 2017-November 2018, Touchpoints November 2018-present CLIENT City of De Pere, Wisconsin AWARD Graphic Design USA Packaging Design Award 2019 MOST RECENT RE-BRANDING CAMPAIGN SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 19 holiday gift card shop. drop.repeat. This is a really exciting moment for our city. A new brand — both words and visual — will help us talk about what we all know — there is no better place to grow up, work, go to school and raise a family than De Pere. During the Strategic Brand and Visioning process we heard it over and over again: “I wouldn’t live anywhere else.” Join me in celebrating and expressing the new City of Pere brand. Mayor Michael Walsh 20 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING OUR KNIGHTSRUN DEEPER KNIGHTS ON THE FOX WELCOME TO DE PERE This is a really exciting moment for our city. A new brand – both words and visual – will help us talk about what we all know – there is no better place to grow up, work, go to school and raise a family than De Pere. During the Strategic Brand and Visioning process we heard it over and over again: “I wouldn’t live anywhere else.” Join me in celebrating and expressing the new City of Pere brand. – Mayor Michael Walsh A DEEPERUNDERSTANDING BEAUTIFUL & ENGAGING ST. NORBERT COLLEGE WELCOME TO DE PERE This is a really exciting moment for our city. A new brand – both words and visual – will help us talk about what we all know – there is no better place to grow up, work, go to school and raise a family than De Pere. During the Strategic Brand and Visioning process we heard it over and over again: “I wouldn’t live anywhere else.” Join me in celebrating and expressing the new City of Pere brand. – Mayor Michael Walsh DIGGINGDEEPER THE DE PERE FARMERS MARKET WELCOME TO DE PERE This is a really exciting moment for our city. A new brand – both words and visual – will help us talk about what we all know – there is no better place to grow up, work, go to school and raise a family than De Pere. During the Strategic Brand and Visioning process we heard it over and over again: “I wouldn’t live anywhere else.” Join me in celebrating and expressing the new City of Pere brand. – Mayor Michael Walsh THOUGHTFULNESSRUNS DEEPER CHILDREN AND INCLUSIVITY AT PLAY IN VOYAGEUR PARK WELCOME TO DE PERE This is a really exciting moment for our city. A new brand – both words and visual – will help us talk about what we all know – there is no better place to grow up, work, go to school and raise a family than De Pere. During the Strategic Brand and Visioning process we heard it over and over again: “I wouldn’t live anywhere else.” Join me in celebrating and expressing the new City of Pere brand. – Mayor Michael Walsh SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 21 Snapshots from November 2018 capturing our City of De Pere Brand Launch Party at a vibrant local gallery and cafe featuring keynote speaker Mayor Walsh, live music, famous local Wisconsin craft beer and myriad branded collateral! Our Vısıon De Pere’s unwavering focus on quality of life sets a national standard for a vibrant community. Our Mıssıon De Pere will foster an engaged community spirit and encourage forward thinking to seize on opportunities for education, business, recreation, and culture — with steadfast support for the city’s history and character. Our Goals 1. Grow the downtown to provide new commercial, entertainment, cultural, and housing opportunities for De Pere without losing the authentic character the community has built 2. Encourage the growth of business 3. Embrace, enhance, connect and activate the open space networks throughout the City 4. Increase and coordinate unique activities that enliven the City and increase the sense of community 66% of De Pere residents and Advocates give their city a "5" rating on a 5 point scale (well above average for a community)! De Pere Brand Advocates The respondents who gave De Pere a top box rating ("5" on a 1-5 scale) in marketing, are considered to be Brand Advocates, defined as those who are very highly satisfied and likely to speak favorably about De Pere. Their opinions are therefore of great importance. 94% of Advoctes believe De Pere is an idyllic place to raise a family! 86% of Advocates believe De Pere is a city in a beautiful natural setting! Community Engagement Brand Launch 22 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING “ I took the I-94 route to St. Cloud this morning and was once again ‘wowed’ by the reveal in the distance of our new water tower design, which only gets greater as you drive closer to town. You did such a great job paying attention to every detail including the sight lines for this dramatic entrance statement for the City of St. Cloud.” CATHY MEHELICH, ECONOMIC DEVELOPMENT DIRECTOR, CITY OF ST. CLOUD MN This complete campaign grew from the original placemaking campaign brief from the Mayor's Office to a complete package including branding for both the downtown and the entire city operations. From lapel pins to 2 million gallon water towers, our dedicated clients and ambassadors, led by Mayor Dave Kleis, the Steering Committee along with dedicated city staff with our team, have been advocating and implementing the St. Cloud GREATER brand via myriad touch points since 2014. City of St. Cloud PROJECT Placemaking Campaign plus Ongoing Campaign DURATION January 2013-November 2013, November 2013-Present CLIENT City of St. Cloud, Minnesota AWARDS American Society of Landscape Architects Placemaking Merit Award 2015 Tnemec 2017 Tank of the Year Finalist Tnemec 2017 Tank of the Year People’s Choice Runner-up SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 23 ST.C LOUDGREATER StackCITY OF ST.CLOUD | GREATER Campaign | Brand Style Guide | Production Version Created and Produced by sparc, inc. © City of St. Cloud GREATE RST.C LOUD GREATERST.C LOUD MINDS ST.C LOUDST.C LOUD SupporterST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATERST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATEREducation Harmony Gardens Arts &Culture Public Works ST.CLOUD GREATER SOCIAL Flash Specials Retail Program GREATER Line GREATER Pictogram&Prose ST.CLOUD GREATER Gram GREATER MARKETS The New Farmers & Ethnic MarketST.CLOUD GREATER MARKETS The New Farmers & Ethnic Market 24 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING At right, St. Cloud Mayor Dave Kleis holds a press conference to unveil plans for a new trial implementation of the latest in street sign technology — digital banners and wayfinding signage displaying our designs. Above is one of the new street signs in use displaying our design and water tower graphics. ST.CLOUD HYDRO KINETIC INFO KIOSK | SPARC, INC. | GRASS DARK GRANITE STONE BASE ANODIZED LIGHT GREEN ALUMINUM WITH INFO GRAPHICS ETCHED INTO OR SCREENED ONTO (SPINS ON SPINDLE) CLEAR ANODIZED ALUM. WATER TURBINE WHEEL TO CATCH WIND AND SPIN OR SPIN WITH USER INTERACTION (SPINS ON SPINDLE) WATER TURBINE WHEEL EXAMPLES SOLAR PANEL(S) AT TOP SURFACE OF TURBINE WHEEL TO GATHER ENERGY FOR LIGHT BEACON SIMPLE PUCK LIGHTS FLUSH MOUNTED INTO THE TURBINE WHEEL SECTION TO LIGHT THE INFO SECTION ALL KIOSK ELEMENTS ARE CYLINDERS ENTIRE KIOSK IS 11.5 FEET IN HEIGHT (NOT INCLUDING LIGHT BEACON) LIGHT BEACON 18 INCHES IN DIAMETER 27 INCHES IN HEIGHT TURBINE WHEEL SECTION 36 INCHES IN DIAMETER 18 INCHES IN HEIGHT KIOSK INFO SECTION 24 INCHES IN DIAMETER 45 INCHES IN HEIGHT GRANITE BASE SECTION 24 INCHES IN DIAMETER 45 INCHES IN HEIGHT (ABOVE GROUND, NOT INCLUDING HARDWARE NEEDED TO SECURE THE KIOSK INTO THE PIERS BURIED IN THE GROUND) PLASTIC OR GLASS DROPLET LIGHT GLOBE BEACON IN BLUE FROSTED FINISH ON INSIDE AND GLOSS FINISH OUTSIDE ST.CLOUD Sustaina ST.CLOUD GREATEREnvironment ST.CLOUD GREATERCommunity ST.CLOUD GREATERActivity SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 25 ST.CLOUDGUIDEROCKS ST.CLOUD GREATER GUIDELINES Placemaking Campaign Brand and Identity Guide 19ST.CLOUD GREATER SIGNATURE | PARTNER LOCKUPS Beyond the secondary descriptors that characterize facets of the city, there are special partner descriptors that should be used to present specific relationships and alignments within the community. Partners, ambassadors, advocates and other groups and organizations that ally with the ST. CLOUD GREATER program are encouraged to use a custom partner lockup in their own communications. ST.CLOUD GREATER Stack CITY OF ST.CLOUD | GREATER Campaign | Brand Style Guide | Production Version Created and Produced by sparc, inc. © City of St. Cloud GREATER ST.CLOUD GREATER ST.CLOUD MINDS ST.CLOUD ST.CLOUD Supporter ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATER ST.CLOUDGREATEREducation Harmony Gardens Arts &Culture Public Works ST.CLOUD GREATER SOCIALFlash Specials Retail Program GREATER Line GREATER Pictogram&Prose ST.CLOUD GREATER Gram GREATER MARKETSThe New Farmers & Ethnic Market ST.CLOUD GREATERAmbassador ST.CLOUD GREATER ST.CLOUD GREATERProudPartner ST.CLOUD GREATERProudPartner ST.CLOUD GREATERSupporter ST.CLOUD GREATERSupporter ST.CLOUD Ambassador ST.CLOUD Proud Partner ST.CLOUD Supporter 4ST.CLOUD GREATER PERSONALITY Greater than granite An effective brand campaign is built on a persona or personality, core values and clear mission goals. Granite was then. GREATER is now. How we became GREATER The genesis of this idea was derived from the branding study and discussions with St. Cloud stakeholders. It became apparent that there were many strong assets yet the citizens were not so quick to flaunt them. Yet there was a desire to build upon these strengths. The GREATER brand reflects these strengths and also takes the phrase "Greater St. Cloud" region and inverts it, in effect putting more emphasis on St. Cloud as the center and focus of the region – St. Cloud: GREATER. GREATER also allows for flexibility by pairing the working with specific concepts or ideas as exhibited on the next page. Personality and Position For 130 years St. Cloud has been known as the Granite City for the surrounding quarries. Most of those quarries are now parks honoring the community's heritage. While many great things have come from the name, it's time to move on to GREATER things. St. Cloud has so much more to offer the world than just granite! Its story is broader and richer than stone alone! St. Cloud is a vibrant, dynamic urban environment ready for now and a promise for the future. From now on St. Cloud will put forward the following traits that are rooted in that solid granite foundation but more spirited, nimble and interactive. Welcoming Connected Friendly Creative Vital Accessible Hopeful Natural Modest yet Proud Original Solid yet Fluid Focused GREATER riverscape Several stakeholders wished there could be a riverside restaurant with fine dining on the river or some similar type of redevelopment. It's a great resource that is not utilized to its full potential. 24 ST.CLOUD GREATER FOODIES Official Biodegradable Leftovers Bag for Launch Phase Dining Program ST.CLOUD GREATER TOUCHPOINTS | FINE DINING PROGRAM The St. Cloud GREATER brand mark, signature and lockups serve as a consistent and strong foundation to build brand touchpoints on. Touchpoints such as advertising, signage, social media and public relations can take the spirit of the brand to the people in many ways. The images used to communicate a brand are vital to effective expression. Typically, brand personality comes through in candid, portrait and scenic photography, while the brand essence is best supported by concept photography. Here's one example of how a consistent and compelling visual place awareness campaign may utilize the GREATER brand. Contact Us City of St. Cloud Economic Development Department at 320-255-7218. DOWNLOADS Brand mark files are available for download upon request. Contact the City of St. Cloud Economic Development Department at 320-255-7218. Have a GREATER day! E EE EE E ST.CLOUDGREATERBe Part ofSomethingGreater St. Cloud Spirit Wear “On the Map” Shirt | City of St. Cloud, Minnesota | by sparc, inc. Richard Cassis 773-320-3095 ST.CLOUDGREATERSpacesPlacesFaces ST.CLOUDGREATERBe Part of SomethingGreater E EE EE E ST.CLOUDGREATERBe Part ofSomethingGreater St. Cloud Spirit Wear “On the Map” Shirt | City of St. Cloud, Minnesota | by sparc, inc. Richard Cassis 773-320-3095 ST.CLOUDGREATERSpacesPlacesFaces ST.CLOUDGREATERBe Part of SomethingGreater Official Biodegradable Leftovers Bag for Launch Phase Dining Program 26 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING POWERED DANCE ACADEMY POWERED DANI STUDIO neighbor• hood art activist Batavia is one of many historic cities along Illinois’ Fox River. It was once the windmill design and manufacturing capital of the world. Icons of that past still dot the city skyline and public spaces; they have become public art and formed the core of the original logo. As we followed the sparc process we found the community was split right down the middle – keep the windmills or move on to something fresh and new. That community input framed the branding challenge: create a vibrant, contemporary brand that recognizes the city’s twenty first century strengths — its people — while honoring history. The brand sparc created brings to life both these passions. It turns the windmill into contemporary art and recognizes the power of the neighbors who make this a warm and inclusive community. Implementation now awaits the completion of a strategic planning process. City of Batavia PROJECT Brand and Identity Development Project DURATION February 2017-March 2018 CLIENT City of Batavia, Illinois SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 27 neighbor• hood wonder POWERED BY OUR NATURAL NEIGHBOR POWERED TEA MELISSA neighbor• hood spice master POWERED HISTORY POWERED GAETANO neighbor• hood chef 28 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Voted 2013 Best Gay Neighborhood by Out Traveler Iconic gateway pillars representing Northalsted aka Boystown Chicago NORTHALSTEDPROUDRealizing a return on investment of a new or refreshed brand requires both short-term and long-term measurements. Some are easily quantified, others may require follow up research. Though not required in the Sunny Isles Beach RFP, the success metrics could likely combine both qualitative and quantitative data. A good example of finding near-term quanti- fiable measures of success is in our work for the Chicago neighborhood of Northalsted. While a brand marketing and implementation plan was not part of the engagement’s original scope, sparc design, inc. was retained to create a plan, along with metrics to measure outcomes. An excerpt of the plan can be seen on the next set of pages. “Make this about our whole neighborhood” was a message that surfaced during stakeholder research for the Northalsted Business Alliance, the business development group of Boystown. Our brand solution — stay true to a commu- nity identity rooted in Pride, but build on it. That’s how we came to the tag line: Chicago’s Proudest Neighborhood. As a measurement of success, our client pointed us to adding new members to the Business Alliance. Our growth metrics solution: The “Just In and Proud” campaign recognizing new business members with high visibility signage and in-establishment collateral. Today sparc is advising the Northalsted Business Alliance on refreshments for that campaign to meet and even exceed the wave of new members mea- sured as part of the “in and proud” campaign. Northalsted Chicago PROJECT Comprehensive Marketing Plan and Branding Campaign DURATION September 2013-May 2015 CLIENT Northalsted Business Alliance + SSA #18, Chicago, Illinois SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 29 NORTHALSTEDPROUDHOLIDAYEAT.DRINK.SHOP.REPEAT! NORTHALSTEDPROUDWINS THIS IS THE YEAR! NORTHALSTEDPROUDWINS THIS IS THE YEAR! NORTHALSTEDPROUDWINS THIS IS THE YEAR! NORTHALSTEDPROUD/COOLER BY OUR LAKEFRONT NORTHALSTEDPROUD/COOLER BY OUR LAKEFRONT NORTHALSTEDPROUD/COOLER BY OUR LAKEFRONT NORTHALSTEDPROUD2BGREEN NORTHALSTEDPROUD2BGREEN NORTHALSTEDPROUD2BGREEN NORTHALSTEDPROUDEST NEIGHBORHOOD IN CHICAGO NORTHALSTEDPROUDFASHION RUNWAY BALL 2016 NORTHALSTEDPROUDFASHION RUNWAY BALL 2016NORTHALSTEDPROUD2SERVE NORTHALSTEDPROUD2SERVE NORTHALSTEDPROUD2SERVE NORTHALSTEDPROUD2SERVE NORTHALSTEDPROUDEST NEIGHBORHOOD IN CHICAGO NORTHALSTEDPROUD/COOLER BY OUR LAKEFRONT NORTHALSTEDPROUDHOLIDAYEAT.DRINK.SHOP.REPEAT! NORTHALSTEDPROUDHOLIDAYEAT.DRINK.SHOP.REPEAT! NORTHALSTEDPROUDEST NEIGHBORHOOD IN CHICAGO NORTHALSTEDPROUDFASHION RUNWAY BALL 2016 NORTHALSTEDPROUDFASHION RUNWAY BALL 2016 30 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Realizing a return on investment of a new or refreshed brand requires both short-term and long-term measure- ments. Some are easily quantified, others may require follow up research. Though not required in the RFP, the success metrics could likely combine both qualitative and quantitative data. A good example of finding near-term quantifiable measures of success is in our work for the Chicago neighborhood of Northalsted. While a brand marketing and implementation plan was not part of the engagement’s original scope, sparc design, inc. was retained to create a plan, along with metrics to measure outcomes. An excerpt of the plan is below: MEASUREMENT OF SUCCESS The metrics of success will be determined by both internal and external marketing campaign. Metric #1: Expanding diversity of residents Measurement tool: 2020 Census Metric #2: Growth in retail population Measurement tool: Commercial real estate closings and footage, year over year Metric #3: Growth in Northalsted Business Alliance membership Measurement tool: New member count – along with terminated memberships Metric #4: Northalsted website visits Measurement tool: Number of visitors increased, number of pages visited increased Metric #5: PR effectiveness Measuring the effectiveness of public relations is less straightforward than measuring the effect of paid media. The reason: advertising offers control over message, PR does not. However, balancing the impact of both channels is clearer — PR generates as much as 70% more believability and credibility than paid advertising. Another reason: measuring something that didn’t happen (no coverage of a negative incident in the area) is impossible. While there are many service providers who will track, report and evaluate media coverage, the cost of this measurement can be considerable. The sparc team recom- mendations: track and store media coverage (print, TV, radio, social media) and do a self-evaluation every quarter. NORTHAL - STED PROUD Purchase Card ® shop dropeatdrink repeat NORTHALSTEDPROUD2BGREEN SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 31 JUST IN & PROUDNORTHALSTEDPROUD BUSINESS ALLIANCE NEWEST MEMBER JUST IN & PROUDNORTHALSTEDPROUD BUSINESS ALLIANCE NEWEST MEMBER INSIGHT: EXPECT SURPRISES Every community works hard to keep its collective ear to the ground. What are residents in need of? What’s our best draw for new businesses and new visitors? What’s getting in our way? What’s our biggest selling point? But in virtually every community branding effort we find there is at least a handful of surprises uncovered by the research — a big idea no one saw coming. Example: “Make this about our whole neighborhood” was a message that surfaced during stakeholder research for the Northalsted Business Alliance, the business development group of Boystown. Our solution — stay true to a community identity rooted in Pride, but build on it. That’s how we came to the tag line: Chicago’s Proudest Neighborhood. One thing never delivered by sparc is “creative for the sake of creative.” In other words, if it isn’t on strategy, it’s not in our plan. That is a key reason we also build on the branding methodology and structure that says “A brand is the sum of all the promises and perceptions a city wants its stake- holders to believe about the community.” Our track record of successes that have followed that methodology tells us that each of the demonstrations of strategic thinking required in the RFP are an ideal match with the sparc branding process: • Research affiliates or internal research resources available to sparc design, inc.: Jackie Short, Quantitative Research; Mary Ann Rood Qualitative Research. • The sparc method for identifying key target audiences and the appropriate media to communicate with them: After completing both quantitative and qualitative research, we have a clear picture of what the audience pays attention to and which channels of communication move them to action or develop a perception. In the interview process we probe for what sources the audience really goes to for information versus what they feel they’re supposed to read, watch or listen to. That often means paid media (advertising, promotion, etc.) or earned media (PR events or placement) may be elements of a marketing plan, but success also requires other channels such as neighborhood meetings, police walkabouts or “coffee with the mayor.” • Experience with creative or non-traditional strategic alliances/sponsorships to implement a PR program: When Ocean Spray decided to team with Nabisco to develop a Cranberry Newton Cookie, it required more than your average new product launch, e.g. a booth at the National Food Processors show. The PR answer: The wedding of the cranberry and the newton cookie at — where else? — Newton, MA town hall. They mayor of Newton presided. CEOs gave away the “bride” and “groom”. Coverage by AdWeek and the NBC Today Show delivered the visibility most new cookie launches can’t manage and took an immediate bite out of competitors’ market shares. • Experience with measuring PR results: Beyond counting clicks on sites such as PR Newswire or contracting with firms specializing in measurement of PR reach, many small communities look to other, more cost- conscious methods. We are firm believers that it’s also important to measure results, not just placements. For example, building in to event planning tactics programs to keep close tabs on attendance at community events, year-over-year, compared with any changes in PR and promotion give great guidance. This gives actionable data, not just placement counts. • Experience in developing strategic PR and crisis management plans: Team member Mary Ann Rood is an experienced crisis manage- ment and communications professional. She is a graduate of the MIT/Harvard Program on Dispute Resolution, “Dealing with Angry Publics,” and the University of Southern California Center for Crisis Management. She has been a lecturer on crisis management and communications at Tufts University and DePaul University. However, it is the ethics policy of sparc not to disclose examples of crisis work. At the request of most, we do not ever discuss the specifics of our work for any crisis client since that demands disclosure of proprietary information. We would make the same promise to Sunny Isles Beach. However we can say her work has supported companies and organizations in the food and beverage industry, higher education, financial services and city government. 8. Strategic Thinking 32 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 9. Cost of Services SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 33 It has been our experience in branding or rebranding a community that it’s common to encounter the unexpected — both hurdles and opportunities. We want our clients to be prepared for these inevitabilities and have the ability to be nimble in addressing them. For that reason we look for opportunities to save costs in every phase of the project. In order to realize savings it is our practice to work with sources and suppliers trusted by our clients — particularly those whose principal or satellite operations are in our client’s community. We recognize that long-standing relationships with these suppliers may lend themselves to more favorable pricing and allow our clients to stretch their marketing dollars further. That said, we also look to suppliers with whom we have similar relationships to provide the most cost effective solutions possible. The net effect is good stewardship of the budget. PHASE 1: MARKET RESEARCH AND INVESTIGATION $70,000 Brand Boot-up Kickoff Meeting/Tour (Visit 1) Research Review and Analysis Community Engagement Event (Visit 2) Quantitative Research (Online Engagement) Qualitative Research (Interviews)* Community Engagement Event (Visit 3) Aggregation of Data and Research Report Development Video Capture and Development PHASE 2: BRAND DEVELOPMENT AND EXECUTION $22,500 Brand Sparc-itecture Development & Refine Brand Sparc-itecture Presentation (Visit 4) Brand Visual Identity Development Brand Visual Identity Presentation (Visit 5) Brand Standards Guide TOTAL FEES $92,500 RELATED EXPENSES ** $7,500 NOT-TO-EXCEED BUDGET TOTAL $100,000 * Assumes scheduling and recruitment of interviewees by the client. ** Travel, lodging, supplies, meeting materials, deliveries, parking, etc. All visits assume staffing with two (2) team members per visit. Hourly Rates Richard Cassis $200 Mary Ann Rood $175 Jackie Short $175 Daniel Grove $182 George Puig $215 Production Staff $100-125 August 2, 2019 To whom it may concern; sparc understood why we’re immensely proud of our city – so when it came to creating a brand and placemaking, it was right in front of us. They flipped our ubiquitous ‘ Greater St. Cloud’ phrase and challenged us with ‘ St. Cloud, GREATER.’ And the rest is steadily and surely becoming history. I urge any community embarking on branding or re-branding to take advantage of the insight and intuition, not to mention experience, that sparc brings to the table. They helped us see what we could be. Sincerely, Dave Kleis Mayor City of St. Cloud, Minnesota 320-255-7201 11. Contract Forms CLIENT SERVICES PROVIDED CONTRACT DURATION Dave Kleis Mayor Community Engagement January 2013 - Present City of St. Cloud, Minnesota USA Quantitative & Qualitative Research 400 2nd Street South Placemaking St. Cloud, Minnesota 56301 Branding, Visual & Verbal Identity Dave.Kleis@ci.stcloud.mn.us Strategic Planning 320.255.7201 Brand Implementation www.ci.stcloud.mn.us Signage Kimberly Flom aicp rla Development Services Director Community Engagement June 2017 - Present City of De Pere Quantitative & Qualitative Research 335 South Broadway Strategic Visioning De Pere, Wisconsin 54115 Branding, Visual & Verbal Identity kflom@mail.de-pere.org Branding & Marketing Plan 920.339.2370 www.de-pere.org Arlene Filkoff Executive Director Community Engagement January 2019 - Present Fernandina Beach Main Street Quantitative & Qualitative Research 6 N 2nd St #202 Public Relations Fernandina Beach, Florida 32034 773.472.6469 www.fernandinamainstreet.com 10. References 34 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING Contract forms for the Proposer involved in the project, and per the requirements within the RFP, have been enclosed under separate cover. SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING 35 AMELIA ISLAND FL FERNANDINA BEACH FL B O Y S T O W N C H I C A G O I L S T . C L O U D M N F A R M I N G T O N M N B A T A V I A I L D E P E R E W I W H E E L I N G I L O A K P A R K I L F E R N D A L E M I B A Y H A R B O R M I SPARCINC.COM sparc 0- 60… UP TO SPEED, FAST. HUGGING THE ROAD… BOOM! BRAND LAUNCH. RESULTS.