Summary of Specifications:
DESTINATION MARKETING, PUBLIC RELATIONS AND COMMUNICATIONS CONSULTING SERVICES FOR THE MIAMI BEACH VISITOR AND CONVENTION AUTHORITY. SECTION II - SCOPE OF SERVICES The Miami Beach Visitor and Convention Authority (MBVCA) is requesting qualifications from responsible vendors to meet its Public Relations/Marketing needs. The MBVCA seeks full-time representation to execute a comprehensive destination marketing and promotional campaign. 1. Development and implementation of Annual Media Outreach Plan a. Deliverables: a) Develop media outreach plan for niche markets (core initiatives) identified by the MBVCA (in-market/out market) each year (2-3 core/target initiatives each year) b. Identify key/specific media audiences for each core/target initiative c. Create and use media lists, including local, regional, national and international markets, for targeted stories/initiatives d. Identify and implement appropriate medium to reach the key/specific audiences and the media outlets with vile stories 1. Develop media outreach plan to promote MBVCA/City of Miami Beach stories/events 2. Draft and pitch X creative story ideas, news releases on trends, awards, accolades and event participation (monthly) 3. Develop and publicize X event success, grant and support opportunities 4. Create and maintain image library for MBVCA and specific MBVCA sponsored events and media 5. Systematize outreach to event and media publications worldwide to publicize event successes and opportunities 6. Implement and manage Social Media strategy – as appropriate a) Blog development and blogger relations b) Website management c) Search engine optimization d) Twitter/Facebook/Flickr/Scrbd/YouTube e) Apps 7. Development and implementation of in-market and out-market PR/marketing plan for niche markets/core initiatives a. Conceptualize, develop budget and manage the implementation of initiatives targeting niche markets in-market b. Focus on under-advertised and under marketed experiences that meet standards for marketing (e.g. SHOP/DINE/STAY/PLAY, Pride, SoBe Wine and Food, etc.) c. Conceptualize, develop budget and manage the implementation of initiatives targeting niche markets out-market (e.g. South by Southwest, Aspen Food and Wine, LGBT, etc.) 8. Development and implementation of a comprehensive plan geared toward event producers/trade, with the goal of attracting high revenue generating events a. First, identify potential events; then develop an outreach plan with mechanisms to recruit successful worldwide major events to Miami Beach. b. Publicize award opportunities broadly and globally c. Develop and reach out to a global contact list d. Identify Award opportunities (for MBVCA/CMB) worldwide 9. Review and coordinate messaging with the Greater Miami Convention and Visitors Bureau (GMCVB) and CMB 10. The agency shall research, develop and implement a strategic public relations program of work for the fiscal year, with input from the MBVCA Board, MBVCA Executive Director and representatives from the City’s tourism partners. This plan shall be drafted by the agency by the end of the first month of the contract term. 11. Research and develop a target media list that matches the City of Miami Beach’s tourism marketing needs, and apply this target-list to the development of the media outreach programs during the contract term. A draft of this list shall be due no later than by the end of the first month of the contract term. 12. Consult the MBVCA Executive Director on developing annual public relations strategies, which includes, event planning, cultural initiatives, and ongoing public relations issues/trends 13. Provide the Executive Director with reports each month on activities and programs. (Note: The format for the monthly client reports should mirror the Scope of Services as outlined above.) Objectives Bidder’s qualifications must address the following specific public relations/communication objectives and strategic needs: • Communicate the diversity and spirit of the City of Miami Beach through public relations activities aimed at consumers, travel professionals, travel media, news media and residents. • Establish cross promotional opportunities in niche categories identified by the MBVCA, such as culture, sports and entertainment, gay and lesbian travellers. • Establish and maintain relationships between local/national media outlets and MBVCA including trade, consumer and business media. Required Capabilities • Detail your expertise in tourism, destination-marketing, and other niche markets. Please tell us about your specific experience and capabilities in relation to our destination’s positioning needs. • Staff with proven experience in marketing and destination marketing • Staff with proven experience in developing, implementing and managing public relations programs for tourism • Staff with proven relationships and experience with local and national media outlets, including trade and business publications, multi-cultural and consumer lifestyle. • Staff with proven ability to secure and leverage relationships where appropriate, to expand and enhance City of Miami Beach resources, reach, marketing and promotional programs/activities; • Staff with established state-of-the-art media database. Demonstration • What are the City of Miami Beach’s differentiators? What sets the City of Miami Beach apart? • What would you indicate as strengths for Miami Beach? What would you indicate as weaknesses for Miami Beach? • What would you indicate as opportunities for Miami Beach? What would you indicate as threats to Miami Beach? • How would you position the City of Miami Beach, accordingly, to the different media segments? • Given the new, fast-changing nature of the marketplace, how can this creative quickly adapt to shifting trends?
