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EXAMPLE MARKETING PLAN TABLE OF CONTENTS <br />I. EXECUTIVE SUMMARY <br />II. GENERAL INFORMATION <br />A. Organization Name <br />B. Statement of Purpose <br />C. Organization Description <br />D. Address <br />E. Sunny Isles Beach Council <br />F. Agency Staff <br />G. Advisory Board(s) <br />H. Sunny Isles Beach Redevelopment Areas <br />I. Merchandise Mix <br /> <br />III. SITUATION ANALYSIS <br />A. Market <br />1. Local Market <br />a. Primary Market <br />b. Secondary Market <br />c. Tertiary Market <br />d. Traffic/Streetscape <br />e. Access <br />f. Planned Development Projects <br />g. Marketing, Branding, Public Relations <br />h. Parking <br />2. Tourist Market <br />3. Area Shopping and Entertainment Venues <br />a. Specialty Shopping/Entertainment Areas <br />b. Area Malls <br />IV. MARKET POTENTIAL <br />A. Regional Socioeconomic Overview <br />B. Sunny Isles Beach Development Status <br />V. PROBLEMS/OPPORTUNITIES/OBJECTIVES/STRATEGIES <br />1. Identity/Branding <br />2. Exterior/Interior Condition of Buildings <br />3. Physical Environment <br />4. Business Attraction/Retention/Communications <br />5. Cross Promotion/Directional and Wayfinding Signs <br />6. Store Windows/Merchandising <br />7. Customer Base/Special Events <br />8. Safety and Security <br />9. Parking <br />VI. TACTICS DETAIL, BUDGET & TIMELINE <br />Within each of these categories, extensive research and analysis will be <br />conducted and reviewed to develop a customized work plan to achieve the <br />measurable goals identified. It is through this process that we specifically define <br />the tactical plan to succeed. We understand the need for a comprehensive <br />approach to promote the incredible opportunities to live, work, learn, play <br />and do business in the City. <br />The marketing plan will create the foundation for the brand message and <br />identify the most effective ways to market the City with guiding principles <br />to increase communication, outreach, audience, web and social traffic while <br />promoting economic initiatives, accomplishments and opportunities. Within <br />the City there are distinct areas with their own unique set of qualities and <br />characteristics. RMA will create a marketing plan that is over-arching, yet still <br />provides the opportunity to distinguish individual areas based on their own <br />styles. Through the research, analysis and planning process, each area will <br />be addressed – capitalizing on hidden assets, highlighting the area’s potential <br />to developers, residents, entrepreneurs and small business owners, all while <br />focusing on the opportunities for connectivity. The existing assets, completed <br />projects and emerging industry clusters are the springboard to launch <br />forward. <br />The RMA Business Attraction and Marketing team provides extensive <br />experience and proven results with targeted industry recruitment and <br />business attraction utilizing our in-house team to develop a variety of media <br />collateral (graphics, charts, maps, videos, photography, etc.); digital and social <br />media ad buys as part of a digital marketing campaign; and development/ <br />implementation of a concept plan of action with associated calendar/timeline. <br />Recruitment programs include traditional communications, as well as internet <br />marketing, trade publications, and other advertising media, with industry <br />representatives, firms, site selectors, retailers, developers and other real <br />estate professionals to assure the best outcome. <br />84 | RMA | Tab 4 | Approach & Methodology | RFP No. 19-07-02 <br />We could think of a city as a blank canvas, but every <br />city has it's own unique underlying character that <br />is the backdrop for its future. <br />— Sharon McCormick