HomeMy WebLinkAboutCrea7ive RFP No. 19-07-02 Response for The City of Sunny Isles BeachCity of
Sunny Isles
Beach.
RFP RESPONSE
No. 19-07-02
A Crea7ive response for your RFP.
1
Corporate background1
●Name of Firm/Company:
Crea7ive Interactive Advertising, Corp.
●Company locations:
1101 Brickell Ave. South Tower - 8th Floor, Miami FL
33131
●Internet website address:
https://www.crea7ive.com/
●Details of entity business structure:
S Corporation
●Date established:
2010
THE BASICS
●Business licenses:
N/A
●List of any outstanding litigation:
None
●Proof of insurance:
Attached.
●Project manager:
Pia Celestino
pia@crea7ive.com
+1 954-864-6682
RFP RESPONSE No. 19-07-02 | p. 2
Company
Profile
Our expertise, experience and what sets us apart.
2 Profile
QUALIFICATIONS
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2
Crea7ive is an agency based in Miami, FL since 2006 focused in
developing brands for multicultural markets.
Crea7ive is a certified minority-owned business and part of the .1% of
creative agencies founded by women.
We design visionary global brands, spark viral conversations and build
innovative products.
Our portfolio includes Fortune 500 firms such as Wendy's, Zumba,
Kraft, Armani Casa, Disney and Dreamworks.
Our work has led to over 20 Addy Awards by the American Advertising
Federation and features on Forbes, Inc. and TEDx among others.
AGENCY
Who we are
QUALIFICATIONS
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2
Millennial, multicultural and fully bilingual, we aren’t just creatives, designers
and programmers. We are strategists, consultants and entrepreneurs
who help brands get ahead in multicultural markets.
By immersing ourselves in our clients’ universes, we become your partner
and build the strategic foundation that serves as the runway to successfully
growing your brand.
Because we want the world to love our brands, we strive to be at the cutting
edge of marketing technology. Through data-driven creativity and
hyper-personalization, we analyze consumer behavior and customize
messaging to each audience. Then, track consumer journeys and use data
to highly optimize ROI using AI.
Big ideas don’t have to be complicated. Let us tackle your complex
challenges and create simple solutions that deliver results.
What sets us apart
QUALIFICATIONS
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2
Consulting
●Marketing
●Branding & identity
●Competitive analysis & positioning
●Market research
●Industry relations
●User Experience
●Research & Strategy
●Thought leadership
Branding
●Naming & Positioning
●Logo, Brand System
●Tagline & Slogan
●Retail
●Collateral materials, project signage
●Communication plan
●Event planning
●Commercial Architecture
Digital
●Advertising
●UI/UX
●Websites
●Apps development
●Online, social and mobile marketing
●3D modeling
●E-commerce
●Video & commercial productions
●Motion graphics
Our á la carte menu
QUALIFICATIONS
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2
Our collaborative approach ensures full transparency and fluid communication with our clients for a successful outcome on every
project. We use a management tool, Active Collab, where we keep all agency and client members organized and provide instant
access to status updates, feedback sent and approvals.
PHASE 1: MARKET RESEARCH
We begin by creating a project brief and defining
desired positioning. We’ll use Data USA and Shine
Insight, a company with over 20 years of experience
specializing in market research, focus groups and
data visualization, with a clientele including PepsiCo,
P&G, Henkel and others. We’ll support these efforts
with online tools like SurveyMonkey and Facebook.
PHASE 2: BRAND DEVELOPMENT + EXECUTION
Once Phase 1 is signed off, we proceed to
developing the desired positioning, messaging and
identity. After this process is done, we present the
client two fully developed brand proposals where
they’ll provide feedback, and revisions. Once the
core brand is approved, collaterals and brand book
are produced and delivered.
Approach
QUALIFICATIONS
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2
Design
Proposals
Delivery of
all final files
INTERNAL EXECUTION
2-3 WEEKS
FEEDBACK EXECUTION
+2 WEEKS
FEEDBACK EXECUTION
+2 WEEKS
FINAL FILES
+2-4 WEEKS
Client feedback
revisions
............
Research
INT. EXECUTION
3-5 WEEKS
Mood &
Concept
4-6 WEEKS
INTERNAL EXECUTION
...
Deliverables and Timeline
QUALIFICATIONS
1-2 WKS
INT. EXEC.INTERNAL EXECUTION
Branding projects can take anywhere from 2 to 6 months or beyond depending on project scope. After fully scoping the project, Crea7ive
will provide a detailed timeline including all project phases and deliverables. Client feedback is an integral part of the process, and normally
2 business days are allocated for client feedback after delivery of concepts.
For complete process and methodology, refer to section 4 of this document.
Findings
Brief
RFP RESPONSE No. 19-07-02 | p. 9
2 Why us
QUALIFICATIONS
WE FIT YOU
●Experienced: Research, brand strategy and development are at the core of our offering. We create
world-class brands for some of the world’s leading firms for more than 13 years.
●Data savvy: Few branding agencies understand data. Because of our background in technology, we
work with machine learning and analytic tools that can help answer complex questions using
information and support you on the brand growth phase.
●Local: We have lived in Miami for 17 years and have witnessed firsthand the growth of City of Sunny Isles
in the last two decades .
●Diverse & Multicultural: Our team is over 50% female and stems from all parts of the world.
●Bilingual: With both native English and Spanish speakers in our team, we cross validate every concept.
●Collaborative, Agile & Effective: Our team is communicative, practical, and resourceful. We work closely
with our clients to ensure a successful outcome on every project.
●Quality: The caliber of our clientele and media recognition speaks for itself. Features in Forbes, Inc. & TEDx.
RFP RESPONSE No. 19-07-02 | p. 10
Community
involvement
We are invested in the local community.
2 Added value
QUALIFICATIONS
RFP RESPONSE No. 19-07-02 | p. 11
3 QUALIFICATIONS
Added Value
●Startup Weekend: For several years our co-founder Paula Celestino has led, mentored and facilitated Startup
Weekend events in Miami, and a special-edition event featured by IBM Watson at their NYC HQ.
http://communities.techstars.com/usa/miami/startup-weekend/5362
●FOCUS Miami: We support local non-profit 501 (c)(3) Florida Ocean Clean Up Society by providing them with
ad-honorem design work and support in their clean up events. https://www.instagram.com/focus.miami/?hl=en
●Awesome Foundation Miami: Founder Pia Celestino served as a Trustee of the Awesome Foundation Miami until
she became a mom in 2017. https://www.awesomefoundation.org/en
●Innovative Woman Speaker Series: Crea7ive has organized and led a series of events focused on supporting local
female entrepreneurs.
●Love Lost Miami: An annual exhibit hoping to shine a spotlight on the stories of loss that live in our city.
http://lovelost.co/about
●Eye-Talker: Startup founded by Pia Celestino which developed a wearable tech device to help the visually
impaired “hear” text. Featured in TEDx.
●Featured Speakers at FL Democratic Rally 2016 and community events by Dell, Mercedes Benz, Adobe, Startup Grind,
IBM, IDDBM, Girls Who Code, USHCC, Web Congress.
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13
Current
clients
Accounts in our pipeline.
2 Clientele
QUALIFICATIONS
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2
Our portfolio of major accounts includes Wendy's, Zumba, Kraft, Armani Casa, Disney and Dreamworks among many other
Fortune 500 companies.
●The Labels Collective, LLC - Branding
●International Dairy, Deli, Bakery Association, Inc. - Consulting
●BH3 LLC - Branding & Consulting
●Wendy’s - Branding & Advertising
●Apollo Bank - Branding, Website & Advertising
●Amicon Management - Website & Consulting
●Seltzer Lebanon Bologna - Branding & Consulting
●Florida Ocean Cleanup Society (non-profit)- Branding & Consulting
Current Accounts
QUALIFICATIONS
Active clients
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2
All clients added and lost in the past five years (August 1, 2014 - August 11, 2019)
3AWorldwide / Armani Casa
(deleted) Broward College Drake Group
International Dairy Deli Bakery
Association MAS Development Orizaba Foundation (deleted) SACHS CAPITAL GROUP
Vinix Technologies, LLC
(deleted)
3rd Planet Inc. (deleted) Bryan Ashley (deleted)EDventure International InvestHERS MedConcierge PatientFinder Sam Winter Wendy's
ACT Rents Bunker Capital Epic Forensics INYO (deleted)Merla Phils Food Ltd (deleted) SarahSpiritual Media Wine Master
ameleo Miami LLC Caribbean Financial Group Evelyn Bianco Jordan Hoffman Miramar Police Department Pipeline Brickell
Sensentia
Yatchlife
AMICON CONSTRUCTION Caycem FanFlipped
Lazaro Acosta
Nicoletta Tessler
Pizza CaribLA Regional
Marketing Fund
Tedge Network Midtown Miami,
LLC
Zumba Fitness LLC
Andolini Import Corp.Cnote
Global Imports (pantheon
wireless)Libratone Northland Automation (NAS) Pizza Rustica
The Mortgage Experts
(deleted)
Apollo Bank Core Inc.
Greater Miami Jewish
Federation Light of Dawn Rainforest Oakhouse Partners Prestige Pay
Thrive Global
Atlas Renewable Energy COS Spirits LLC Green Box (deleted)Line5 Octametro SRL Psychology Pride Company Ultracast
BALANS Daniella Kronfle HealthKinght (deleted)
Lyle Hauser
Octametro, LLC Rock Construction Very Possible
Biodatex LLC Danny Felton IND Consulting LLC (deleted)
Mahdi Altalibi Blue Label Clinic (deleted) ROSAPRIMA INTERNATIONAL
LLC Victory Cruise Line
All clients
QUALIFICATIONS
RFP RESPONSE No. 19-07-02 | p. 16
Our
people
A team dedicated to your project.
3 Team
STAFFING
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3 STAFFING
Your Team
Pia Celestino is Founder and Creative Director
at Crea7ive. She leads all projects and regularly
meets with clients to tackle current challenges
and define what’s next. In 2012, Pia
co-launched EyeTalker, a wearable tech device
to help the visually impaired “hear” text. She
graduated from Florida International University
with a degree in Communications and
Business.
LEADERSHIP
Paula Celestino is Co-Founder and Sr. Brand
Consultant at Crea7ive. She leads clients
through the scoping and branding strategy
process. She also founded Kloset Karma, a
fashion marketplace app, winner of Tech
Cocktail's Miami Hottest Startup. She holds a BA
in Public Relations from Florida International
University and is the organizer of many
community events such as Startup Weekend,
Innovative Woman Series and Love Lost.
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3
Pia Celestino
Paula Celestino
Nicole Martinez
Mariana Pimentel
Mariangel Briceño
Ignacio Aguilar
Francisco Gilabert
Cesar Balbas
KaRene Smith
/ Brand Designer, Photo, Video & Motion
/ UI/UX Designer
/ Sr. Designer &
Illustrator
/ Art Director & Sr.
Designer
/ Copywriter
/ Sr. Brand Consultant & Account
Manager
/ Creative Director & Responsible for this Contract & Coordination of
Work
/ Lead Developer
/ Researcher
STAFFING
Your Team
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2
Pia Celestino
Creative Director
Paula Celestino
Sr. Brand ConsultantMariana Pimentel
Mariangel Briceno
Designer & Illustrator
Cesar Balbas
Sr. Brand Designer
KaRene Smith
Research Technician
Francisco Gilabert
Lead Developer
Nicole Martinez
Copywriter
Ignacio Aguilar
UI/UX Designer
STAFFING
Team Organization
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Our
process
An overview to our 360° approach and proven methodology..
4 Methodology
ASSESSMENT
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4 ASSESSMENT
Background
Incorporated in 1997, the City of Sunny Isles Beach occupies 1.78 square miles in the
northeastern corner of Miami-Dade County, the city is on a barrier island bounded by the
Atlantic Ocean on the east and the Atlantic Intracoastal Waterway on the west.
With a population of 22K primarily of young families as well as a strong elderly population,
Sunny Isles Beach ranks 15 in population the County.
Prior to incorporation, Sunny Isles Beach was populated primarily with motels, notoriously
known as “Motel Row.” In the early 2000s, development of luxury high-rise condos and
hotels replaced the historic motels on the east side of Collins Avenue, while residential
condominiums and neighborhoods populated the west side.
25% of the population is 65 years or older and 13%of the population is 18 years or younger.
40%of the population is foreign born, primarily of Eastern European and Latin American
descent.
Nearly 3/4 of the population speak a language other than English at home, including
Russian, Spanish, Portuguese, French and Hebrew.
Sunny Isles Beach is now home to world-renowned architecture with an awe-inspiring
skyline. The city is also known as a coastal oasis with pristine beaches and family-friendly
parks.
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Key Stakeholders
Residents
Businesses
Residents and guests want to be part of a
community is centrally located, has
access to the beach and that fits their
lifestyle and values.
Business and property owners want
to grow their investments in a
prosper community.
They want to capturing some of the extra
influx of money driven by new
developments. They want to invest their
dollars in a city that is prosperous.
InsightsMotivators
They have the greatest stake in the local
economy and care about schools, safety
and community activities. Multicultural,
diverse and multilingual.
Governance
City Employees, City Commission and
City Committees need to find a new
voice for the city that is more engaging
and relevant.
Looking to build a brand that will ensure
new developments and that is uniform and
recognizable.
Providers
Contractors and Developers want to
continue growing their portfolio of
real estate.
They want to invest in proper cities and
have the power to change the city
landscape. They want to deal with a city
that is organized, current and practical.INTERNALEXTERNALRFP RESPONSE No. 19-07-02 | p. 23
4 ASSESSMENT
In the news
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4 ASSESSMENT
Demographics
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4 ASSESSMENT
Household Income
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4 ASSESSMENT
Median Household Income
Comparison
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4 ASSESSMENT
Property value
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4 ASSESSMENT
Rent vs. Own
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4 ASSESSMENT
Foreign-born population
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4 ASSESSMENT
Citizenship
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4 ASSESSMENT
Race & Ethnicity
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4 ASSESSMENT
Occupations
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4 ASSESSMENT
Industries
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4 ASSESSMENT
Sunny Isles Beach
CHALLENGES
●Past positioning and slogans such as “A Life With a View” and
“Florida’s Riviera” are outdated and not relevant to the city’s
luxury high-rise lifestyle it has evolved into in the past 20
years.
●“SIB” branding seems generic and lacks emotional connection
with audience.
●Sunny Isles Beach is home to a diverse and multicultural
community that continues to evolve.
●Current brand doesn’t have a clear value proposition or voice.
●There’s brand consistency across channels.
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4 ASSESSMENT
Sunny Isles Beach
GOALS
●Design a brand that is iconic, sophisticated and modern,
consistent with the elevated lifestyle of the city.
●Position the brand as a diverse, multicultural residential community
that is safe, engaging and involved with its community.
●Increase resident engagement with the city both on and offline.
●Establish a brand that will endure future developments, have
lasting impact and represent the community, its diversity and
unique geographic location.
●Effectively communicate benefits such as idyllic location, walkable
areas, family-friendly and diverse community, A-rated school, and
plethora of events and activities.
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MARKET OVERVIEW
●Location overview
●Market overview
●Market condition
●Industry trends and insights.
4 APPROACH
360 º Methodology
Our proven methodology works consistently to
provide a solid framework for brand
development while our project management
tool, Active Collab, helps track progress and
keep the project on schedule.
APPROACH
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COMPETITOR ASSESSMENT
●Competitor matrix
●Competitor overview
●Competitor ads & messaging analysis
●Competitor analysis.
4 APPROACH
360 º Methodology
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INSIGHTS
●Consumer research.
●Personas profile.
●Consumer needs (generation trends).
4 APPROACH
360 º Methodology
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ANALYSIS
●For a better understanding of the project,
we develop a SWOT analysis, based in
three principal aspects: Market,
Competitors, Buyers. (M + C + B)
●This exercise helps understand the focus
to develop the communication strategy
and project recommendations.
4 APPROACH
360 º Methodology
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BUDGET PLANNING
●Investment phases and rollout.
●Marketing Investment sell-out analysis.
●Investment phases & rollout
●Marketing budget & media flowchart
4 APPROACH
360 º Methodology
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PROJECT ANALYSIS &
RESULTS
●Budget.
●ROI analysis.
●Media monitoring
●Impression and click review.
●Online Analytics.
4 APPROACH
360 º Methodology
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BRANDING
●Brand strategy.
●Logo and brand system.
●Brand positioning & pillars.
●Voice & values.
●Typography
●Photography, iconography and illustration guidelines.
●Application mockups.
●Branding Guidelines
4 APPROACH
360 º Methodology
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CONNECTION
●Tagline and Slogans.
●Key positioning statements.
●Messaging matrix.
●Marketing Collaterals
●Website
4 APPROACH
360 º Methodology
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COMMUNICATIONS
●Advertising
●Digital Campaign
●Out of home
●Activations
●PR & Crisis Management
4 APPROACH
360 º Methodology
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EXPERIENCE
●Booths
●interior and exterior brand application
●Office environment
●Pop-ups
4 APPROACH
360 º Methodology
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Financial
Statements
Our capability to perform.
5 FINANCIAL
BACKGROUND
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5
Please find the following documents attached in Addendum I.
• Balance sheet
• Statement of income
• Tax Returns 2017, 2016, 2015
FINANCIAL
BACKGROUND
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Payment
Terms
Billing / Payment terms and schedule.
6 AGENCY BILLINGS
TERMS
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6
Our billing/payment terms are flexible and based on milestones.
A typical project has the following terms:
PHASE 1
50% Deposit to start phase 1.
25% Installment to start in-person interviews.
25% Installment upon completion and approval of market research report.
PHASE 2
50% Deposit to start phase 2.
25% Installment upon approval of visual concept.
25% Installment upon approval of visual identity and prior digital delivery of approved design materials.
AGENCY BILLINGS
TERMS
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Victory
Cruise Lines
Research, Branding, Positioning & Messaging.
7 CASE #1
CREATIVE ABILITY
RFP RESPONSE No. 19-07-02 | p. 51
7 Victory Cruise Lines
CREATIVE ABILITY
THE CHALLENGE
Victory Cruise Lines is a all-inclusive destination cruise
connecting small crowds of 200 people to select destinations
while offering fully immersive cultural experiences. They
needed to elevate their brand and messaging to compete with
larger, newer cruises.
THE SOLUTION
After collecting data from research and interviews, we
developed a new brand and message that positioned the
company as a boutique experience. Their old logo was
refreshed and the new tagline, Discover Beyond, was
introduced for the relaunch. Storytelling was key for this project
where lifelong memories are at the heart of their brand.
SCOPE OF WORK
●Market research
●Competitor analysis
●Personas profile
●Brand Strategy
●Brand positioning
●Messaging
●Brand Guidelines
●Collateral creation
●Consulting
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Parasol
Research, Branding, Positioning & Messaging.
7 CASE #2
CREATIVE ABILITY
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7 Parasol
CREATIVE ABILITY
THE CHALLENGE
MAS Development was looking for a partner to brand their
ambitious project of modern, luxury residences for active adults
55 and over with a multitude of all-inclusive services. As new
concept being disrupting this often sleepy sector of real estate,
they needed a name, brand and positioning that was bold and
clearly communicated their unique offering.
THE SOLUTION
The name Parasol and tagline ‘Designed to fit you’ were chosen
for the brand, as well as a mix of bright and pastel tones to
create a timeless look with a modern feel.
The brand and positioning developed not only serves as a sale
tool, but a guide to extend the brand experience to Parasol’s
world-class residences.
SCOPE OF WORK
●Market research
●Competitor analysis
●Personas profile
●Naming
●Trademark
●Brand Strategy
●Brand positioning
●Messaging
●Brand Guidelines
●Collateral creation
●Consulting
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Zumba
Research, Branding, Positioning & Messaging.
7 Case #4
STRATEGIC THINKING
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7 Zumba
STRATEGIC THINKING
THE CHALLENGE
With Zumba® enthusiasts around the world reaching middle
age, the famous fitness company was on the lookout for a New
Year’s global campaign to engage Millennials looking to get fit
while having fun.
THE SOLUTION
We designed a campaign aimed to engage with younger
audiences and their fanbase. In record time, we produced 5
commercials, 3 choreography videos, a complete social media
campaign, instructor toolkits (in 6 languages) and a website
with an interactive tool for instructors create their own
personalized #BEATFOMO videos around the world.
...And yes, we got to meet Zumba’s famous founder, Beto.
SCOPE OF WORK
●Industry Research
●Global Trends
●Personas profile
●Strategy
●Concept
●Campaign Brand
●Messaging
●Video production
●Motion
●Social Media
●Web development
●App development
●Web Marketing
●Collaterals
●Translations
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7
●Victory Cruise Lines
Brand Book: https://drive.google.com/open?id=1g4zJ24G8JJk1cm_QIH5DkAl020KSNgbt
Findings Brief: https://drive.google.com/open?id=199BIlqiI6kn9onZujFQh6WTMpW_IHtDmCVZDltAqB90
●Parasol
Brand Proposal: https://drive.google.com/open?id=1Xg_y3tNxPhqNrZAYKH8WCV2kkAKlshXn
●Zumba
Campaign Case Study:
https://docs.google.com/presentation/d/1PONweYZMCnGCZsJ_Wc0UisFaK0FXwMg2M5hQwyQSUmU/edit#slide=id.g5ecdebf168_1_32
●More examples available upon request.
Case studies
CREATIVE ABILITY
DOWNLOAD FULL PRESENTATIONS
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Strategic
Insight
Partners, affiliates and resources.
8 Insights
STRATEGIC CAPABILITIES
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8 Affiliations
STRATEGIC CAPABILITIES
We will employ the following platforms and
partnerships to perform the research portion of this
project. Our firm has a partnership with FIU and has
access to additional resources available to the
university.
RESEARCH TOOLS + PARTNERS
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8 Key target audiences
STRATEGIC CAPABILITIES
They live at the intersection of research findings, overall
business goals and identified audiences.
Key stakeholders are aligned with research data and
overall business objectives for the organization.
Last year, we performed this exercise for the Miami
Marlins where we identified the three main segments to
drive their business goal of increasing ticket sales and
created a series of designs and strategies catering to
them. Full case available upon request.
IDENTIFYING KEY STAKEHOLDERS
Findings Goals
Audiences
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8 Identifying key target for MIAMI MARLINS
STRATEGIC CAPABILITIES
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8 The result
STRATEGIC CAPABILITIES8MARLINS: Proposal
STRATEGIC CAPABILITIES
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8 MARLINS: Proposal
STRATEGIC CAPABILITIES
8 MARLINS: Proposal
STRATEGIC CAPABILITIES
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8 MARLINS: Proposal
STRATEGIC CAPABILITIES
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8 Non traditional alliances
STRATEGIC CAPABILITIES
For Zumba’s 2019 fitness season campaign, we
proposed partnerships with local Police, Firefighters
and Corporate offices to help them get in shape while
they helped us spread the word.
Additionally, digital partners like Spotify and Amazon
Prime video can help us amplify our messaging to their
platforms through hyper personalized ads.
THINKING OUTSIDE THE BOX
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Our
proposal
Pricing and conditions.
9 Pricing
COST OF SERVICES
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9 Cost of Services
PRICING
Description Estimated Hours Fixed Hourly Rate All Inclusive Price
Phase 1 180 Hs $230 $41,400
Phase 2 300 Hs $230 $57,500
The project fee(s) includes all labor, equipment, materials, transportation to The City of Sunny Isles Beach, overhead,
travel, insurance, sales and other taxes, licenses, incidentals, and all related cost necessary to meet the work
requirements.
Description Fixed Hourly Rate
Consulting $230
Design $230
Fixed Hourly Rate Sheet
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Testimonials
Recommendation letters by a few of our clients.
10 Client References
REFERENCES
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10
Work Completed Client Name E-mail Address Phone Number
Rebranding, Brand
Consulting, Positioning,
Marketing Collaterals,
Website Development, IT
Services.
Eddy Arriola Eddy.Arriola@apollobank.com 305-398-9004
Brand Consulting Services
for Regranding Project.
Jason Heilman jheilman@seltzerslebanon.com 717-712-2496
Brand Consulting, Brand
identity, Positioning,
Marketing Collaterals,
Website Design.
Benjamin Wald ben@verypossible.com 301-646-0811
REFERENCES
Contacts
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10 References
LETTERS
Signed letters are attached in Addendum I.
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Contract &
Proposal
Detailed cost statement and proposal.
11 Proposal
CONTRACT FORMS
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11 CONTRACT FORMS
Proposal
Please find the full proposal and contract
attached in the Addendum I.
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crea7ive.comhello@crea7ive.com
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