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Just like experiencing your favorite movie in your favorite movie theater <br />or under the stars in a classic drive-in, the City of Sunny Isles Beach offers <br />a variety of settings in which to interact with its brand. To understand <br />the consumer lens, we recommend mapping—at a high level—the <br />consumer journey for target audiences, showing how they engage with <br />the different types of venues the City offers so we can appreciate when <br />and how consumers are interacting with the brand and we can marry <br />these journeys with consumer personas. Who is that target audience <br />other than a “young Boomer or older Boomer?” What are their wants, <br />needs and brand associations? And how might we align the City of Sunny <br />Isles Beach brand against each consumer persona? <br />Our team will start by evaluating research provided by the City of <br />Sunny Isles Beach to determine the consumer personas of various key <br />stakeholders including property owners, tourists, developers, corporations, <br />and employees. Once identified, the consumer personas will provide <br />tremendous value and insight to help develop a deeper understanding <br />of audience needs and how to relate to and solve them. They also help <br />to prioritize which projects, campaigns and initiatives to invest time and <br />resources in and will create alignment across the City of Sunny Isles Beach <br />around a consumer-centric vision. <br />7