BROWARD COUNTY BOARD OF COUNTY COMMISSIONERS REQUEST FOR PROPOSAL - PowerPoint PPT Presentation

THE OLAB GROUP’S RESPONSE TO THE BROWARD COUNTY BOARD OF COUNTY COMMISSIONERS REQUEST FOR PROPOSAL FOR THE Bid #GEN2118833P1 - Census 2020 Marketing Campaign Wednesday, August 14, 2019 Prepared By: Keel Russell Sr. Marketing Consultant The Olab Group, LLC. 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156

Patrick Senior Keel Russell Chief Executive O˜cer Chief Executive O˜cer He is charged with the responsibility for marketing He is charged with directing the company overall campaigns, brand management and corporate & by managing the implementation of business governmental contract management & sponsorships. strategies, daily operations, the development of In his position as COO, he develops and approves products and applications, bid and proposal writing, company-wide initiatives, policies & procedures, staff and contract pricing. Mr. Russell has fnal authority allocations, company loans, leases and purchases of on bid/no-bid decisions. In addition, Mr. Russell major equipment. develops and approves company-wide plans, policies, procedures and staff allocations, company loans, leases, and purchase of major equipment. He is responsible for the signature of invoices, bonds, notes, acceptances, endorsements, checks, releases, and documents in the name of the corporation. Brooke Gibbs Renita Bryant As an Anthropologist with over ten years of experience Renita is all about amplifying the voices of working with Fortune 50 companies, Brooke is an consumers, especially the often overlooked and expert at bringing clarity to business problems through underserved. As an expert strategist and researcher, human understanding. She combines the analytical she thrives on shifting perspectives, giving voice to rigor of her background in social science with an the voiceless, and forging new paths. innate curiosity and intuition about people, to identify patterns and extract meaning from complex human behavior. Venturing beyond the obvious and conven- tional, Brooke seeks the inherent truths and connec- tions that exist across people and places. She then translates that data into compelling stories, metaphors, and analogies to drive action and stakeholder advocacy. Trevon Young As a business professional with over 10 years of combined experience is customer service, sales, digital marketing and graphic design, Trevon Young brings extensive knowledge in curated content design for target consumer engagement. 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156 2

Every Broward resident needs us to answer the same question... What’s In It For Me? For HTE groups, there is an additional It starts with the right research... layer of questions: Immersive (Non-Traditional) Research is more effective • Will there be retribution for participating? at obtaining answers to those questions. • Will my voice really be heard? • Traditional research doesn’t allow enough time to build trust and • Is my information safe? • Does the government even care about me? relies heavily on individual self-refection and awareness. • Why should I make time for this? • Many of the HTE groups (minorities, low income, low education, • … and more! Millennials, Gen Z) have significantly lower levels of trust relative to their white, middle class counterparts. • Co-creation is seen as more authentic, trustworthy by over 80% of consumers. • Traditional can be sterile and create an uncomfortable environment; Non-traditional research is conducted in comfortable, authentic settings that allow for open, honest conversation. • Traditional research focuses on questions and answers, which can be seen to some groups as an interrogation. Non-traditional research We need a plan that enables us to develop creates organic conversation aimed at understanding marketing collateral that addresses their “what’s in it for them.” concerns and answers all of their questions. 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156

RESEARCH PLAN OVERVIEW STEP I : STEP II : STEP Ill : STEP IV : STEPV : STEP V I : STEP V II: Kick- o ff lmmersive Influencer Ideati o n & C reative Ev a l uate & Tes E xecu t e + K n o w l edge Ob servati o n Interviews C reati v e D e v el o pmen t C re a ti v e Marketing P lan G athering (E thnograph y ) D e v elopment E xec u ti o ns W orkshop Objective Align pro ject In-depth aud ien ce I dentify cultura ll y- Identi fy the co re Create various E v a l uate the ab l li l) Educa te HTEs and ob jectives and analysis re l evant I ns i ghts programm i ng & e l ements of of creat iv e Increase creat l ves for each executions to aw areness for the scope : Design the marketing field w ork materials and HTE g r oup reach HTE target Census 2 020 execution l nfluence11 In terv ie w s Aggregate learning Story Development Co-Creation Pane Act i vity Kick-off call : Cultural ly -re leva nt L aunch Marketing Mine exis ti ng market i mmersions and create initial Graphic Design Campaigns on : data : Intervie w marketing V ideo-Shoo t coord i nation campaign elements 1 . Socia l Media 2 . D i gital Advertising T raditiona l 3 . Media EXAMPLE IMMERSIVE OBSERVATION To best understand the behaviors, attitudes, preferences and infuences of the HTEs, we will conduct culturally-relevant market immersions Volunteer at a homeless Go to a beauty salon Go to a local community Hang out at a co-working shelter or facility and/or barbershop and center and participate space and connect chat with patrons in activities with people 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156

MARKETING APPROACH: Social Media • Leverage Facebook, Instagram, Twitter, and WhatsApp • Leverage Broward County & Local Municipalities Assets Marketing Objectives • Ampify the message using Community Partners 1. Develop marketing strategies & tactics • Use Animation & Explainer Videos to educate HTE’s based on lessons-learned from SightSet’s on the benefts & impact of the Census research. Digital Advertising • Facebook - Families w/ Children, Seniors, Non-Citizens 2. Create audience & channel specifc • Instagram Ads - Millennials & Gen Z, Renters, marketing strategies • Google & YouTube Network - General Audience • Mobile Apps - Waze, Pandora, Spotify 3. Develop non-paid partnerships with • Text Message Marketing community leaders and organizations Traditional Advertising • Local Radio 4. Educate HTE’s on the benefts & Impact • Transit & Billboards of the Census • Bars & Gas Stations • Street Team / Flyers • Convenient & Check Cashing Stores 5. Bring Awareness through social gatherings • Social Events & infuencer marketing 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156

p ~ ~ Media Planning & Buying Value-Added Opportunities The team will leverage value-added opportunities by enlisting the support of local businesses that HTEs frequent including: 1. Cultural Restaurants 7. Community Redevelopment Agencies (CRA’s) 2. Grocery Stores 8. Cultural Organizations 3. Gas Stations 9. Religious Institutions 4. Churches 10. Nursing Homes 5. Check Cashing Stores 11. Homeless Shelters 6. Barber Shops/Salons 12. Broward County Major Events 7. Pawn Shops 13. Adult Education Programs Media Buys, Sponsorships, and Co-Op Advertising Opportunities a. News Stations – WSVN 7News, WPLG Local 10, CBS Miami b. Television – Comcast, Telemundo, Univision c. Local Radio Stations – iHeart Media, Cox Media, d. Community Newspapers & Magazines .. nss=r lll ~LiB SIGl ' • --· < ,...,,,,.,.._ - 333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156