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The market research and resulting strategic marketing plan will identify the current <br />situation and include the necessary data to lead the direction for the development <br />and implementation of marketing initiatives. <br />The development or refinement of a brand, logo, collateral, advertising, special <br />events, banners and signage, leasing packages, social media, public relations, <br />email newsletters, feature articles, press release generation and distribution <br />and website design are all items that are addressed, planned and evaluated in a <br />comprehensive e marketing/digital media/communications plan. <br />The RMA marketing team is proud to have won numerous awards for the work we <br />have done for our clients, which recognize our ability to successfully brand and <br />market target areas. The information provided throughout this submittal visually <br />showcases the comprehensive process RMA utilizes to achieve client’s goals. <br />GENERALLY THE PROCESS LOOKS LIKE THIS... <br />SITUATION ANALYSIS <br />STRENGTHS, <br />WEAKNESSES, <br />OPPORTUNITIES, <br />& THREATS <br />OBJECTIVES <br />STRATEGIES <br />TACTICS & BUDGET <br />EVALUATION <br />Where are we? <br />What does the data say? <br />“The definition of a brand: the <br />singular thought you hold in the <br />mind of a prospect.” - Al Reis <br />THE MARKETING PLAN <br />This section clearly defines what <br />we will be promoting and helps <br />define how we will promote it. Clearly defined objectives <br />will be established so we <br />can accurately measure the <br />results each year. <br />Once objectives are set and we <br />ensure stakeholder buy-in regarding <br />marketing and branding the area, <br />our strategies then set the stage for <br />how any funds will be spent. <br />These are the actual <br />activities that will take place <br />and what they will cost. <br />Efforts and activities are <br />evaluated to ensure the <br />defined objectives were <br />met. Each year the cycle <br />begins again - establishing <br />new objectives, strategies, <br />tactics and an appropriate <br />budget based on the <br />current situation. <br />83 | RMA | Tab 4 | Approach & Methodology | RFP No. 19-07-02