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82 | RMA | Tab 4 | Approach & Methodology | RFP No. 19-07-02 <br />RMA’S ECONOMIC DEVELOPMENT & PLACE BRANDING APPROACH <br />WILL LEAD TO THE DEVELOPMENT OF A RECOGNIZABLE BRAND <br />THAT RESIDENTS CAN CONNECT WITH, BUSINESS WANT TO WORK <br />WITH, AND EMPLOYEES ARE PROUD TO REPRESENT. <br />RMA utilizes a realistic approach to place branding and marketing and provides real-world guidance on <br />the fundamentals and tools for success. This strategy takes best practices and lessons learned in some <br />of the RMA team’s successful economic development, redevelopment, urban design, planning, and <br />branding efforts of the last thirty years and makes them relevant to any area, no matter its size, location, <br />or economic condition. Place branding has many definitions, but it is more than a logo, tagline and <br />brochure. It is about building community pride and connection; supporting entrepreneurs; attracting <br />new investment within the character of the place; improving the quality of life and ultimately enhancing <br />the tax base and reputation of the city. These become integrated outcomes of RMA’s comprehensive <br />approach to realistic, market and community-driven city-wide branding and marketing. <br />ECONOMIC DEVELOPMENT HAPPENS... <br />All cities face challenges, whether they are driven by economics, reputation, crime, weather, politics or a <br />myriad of other factors. RMA recognizes that Sunny Isles Beach is currently facing a challenge related to <br />its Comprehensive Plan and development in the Town Center District. Since we are a multidisciplinary <br />firm that takes a comprehensive approach to city branding, we are uniquely qualified to understand <br />these challenges and devise a branding strategy that supports the city’s goals and builds community <br />consensus and connections. At times, local government must be an obstacle to economic growth <br />because economic development should occur within the context of community character and values. <br />YOU HAVE AN OPPORTUNITY TO INFLUENCE WHERE IT OCCURS... <br />This RFP solicitation illustrates the City’s understanding that a comprehensive approach leads to effective <br />branding and marketing and will result in your city’s improved brand identity. <br />BRANDING IS THE <br />NEW ECONOMIC <br />DEVELOPMENT <br />- Forbes 2018 <br />"Branding isn’t just a logo, name or <br />tagline. Effective branding isn’t smoke <br />and mirrors or fabricating something <br />out of nothing. It’s about discovering <br />what truly makes an area unique — <br />even if it currently just lies in potential <br />— and then building a platform and <br />strategy around it that nurtures that <br />brand and attracts others who share <br />that value and vision. <br />So, how do cities, communities <br />and developers invest in growing a <br />community brand? This is done through <br />a process of public engagement, <br />defining brand principles, storytelling <br />and consistently fulfilling your brand <br />promise." <br />We couldn't agree more!