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<br />IIVII <br />HOWARD R. MILLER <br />COMMUNICATIONS <br /> <br />Section 4 Approach / Methodology <br /> <br />HRv1 C has developed and implemented year-round aggressive public relations outread1 campaigns for the <br />Oty of 8Jnny Isles I?ead1 and the SBTourism and Marketing Coundl whidl have targeted SJuth Rorida, <br />Rorida, United Sates, Canada, 8.Jrope and Latin America oonsumer and travel trade based media. These <br />campaigns have sua:essfully built avvareness of 3..Inny Isles 1?ead1, Miami as Rorida's ~viera The strategy <br />oontributed to SBbeing named the number one travel destination in the United Sates by TripAdvisor in <br />early 2008. This strategy would be oontinued under the new oontract. <br /> <br />The success of every public relations plan depends heavily, although not entirely, on the frequency with <br />whidl the messages are delivered and absorbed by the target demographic. S B has both the advantage and <br />the dlallenge of providing a locale with multiple features that appeal to a broad demographic. FEadling a <br />broad demographic is more dlall eng ng than to readl a more narrowly defi ned audience. HRv1C has been <br />able to ac:x:omplish this by extending media outread1 to target various markets induding; travel trade, <br />general oonsumer, Hispanic, Pan African, Gaj and Lesbian, ..BzzJMusic, D3stination Wedding, Fet ONners, <br />and R:>wer Boat Racing! sports. 8nce HRv1Cis a full service agency, they have also designed marketing <br />campaigns and purdlased advertising, for key SBspedal events like the annual J3zzFest and Of 810re <br />R:>wer Boat R3ces. The media budgets HRv1 C has researdled and implemented, along with major media <br />sponsorships they have generated (HRv1Cfadlitated having Atlantic B"oadband Cable sponsor the last two <br />J3zz Festivals and oontribute $20,000 in in-kind advertising) have oonsistently generated more value for every <br />marketing dollar that SBspends. HRv1Cs efforts have also brought in the Miami Herald and Aventura News <br />as major i n-ki nd media sponsors for the J3zz Fest. <br /> <br />2nd Annual Sunny Isles Beach JazzFest <br /> 2009 HRMC Media/Advertising Budget <br />Media Vendor Description of Adslln-Kind Sponsorship Cost Value <br /> 4 weeks event listing on Events Page, 1 <br />New Times week Arts Guide Issue 1/4 page ad, 1 week <br /> 1/8 ad with hyoerlink on Ad Index Tower $950.00 $1,650.00 <br />Atlantic <br />Broadband 250 :30 soots $0.00 $14,800.00 <br />Herald <br />Neighbors/ <br />Weekend <br />Section 121/2 paae ads (6 Thursday, 6 Sunday) $4,710.00 $12,420.00 <br />Around Town <br />Magazine In-kind Ads $0.00 $1,500.00 <br />GMCVB In-kind Website & Email blasts $0.00 $4,000.00 <br />MiamLcom In-kind Banner Ads $0.00 $500.00 <br /> <br />Page 13 of 44 Bd No 11-02-02 <br />