B FLORIDA Presented By: 1 Broward County Census 2020 Marketing - - PowerPoint PPT Presentation
Broward County Census 2020 Marketing Campaign #GEN2118833P1 Broward County RFP No. GEN2118833P1 CENSUS 2020 MARKETING CAMPAIGN August 21, 2019 B FLORIDA Presented By: 1 Broward County Census 2020 Marketing Campaign #GEN2118833P1 EVERY
FLORIDA
Broward County Census 2020 Marketing Campaign #GEN2118833P1
Broward County RFP No. GEN2118833P1
CENSUS 2020 MARKETING CAMPAIGN
August 21, 2019 Presented By:
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
ABOUT ADEPT
Broward County headquartered, Fort Lauderdale, Florida Leading South Florida advertising, marketing and communications agency. Expertise in economic development, travel, tourism & hospitality, government & public affairs, social media and digital marketing. The ADEPT team is extremely involved within Broward’s greater Fort Lauderdale community, with civic- based organizations, charities and with many local events throughout South Florida.
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Stmtegy & Public RelatiOTIS
#GEN2118833P1
EXPERIENCED TEAM
FULLY VERSED FOR MISSION POSSIBLE The ADEPT Team is ready to:
Campaign to influence historically hard- to-enumerate (“HTE") populations
Project Manager, Strategic Partnering Co-op ProgrammingDana Pollitt
Public Relations Operations, Multicultural Outreach & FinanceJulie Ruffolo
Digital Marketing, Advertising, Media Planning & Certified Google PartnerPaul Vrooman
Video Production, Editing & Public Service AnnouncementsCameus Chicoye
Social Media, Media Coverage & Local Community Street TeamsShannon Lurie
Graphic Design, Marketing Content & MessagingMik Oca Laurie Jennings Adam Hollander
News Anchor, Reporter, Community Activist, Spokeswoman Deputy PM, 2000 & 2010 Census Experiential Marketing, Media Buys Multicultural Outreach & Finance4
Stmtegy & Public RelatiOTIS
Broward County Dana Pollitt
Project Manager Slrategic Communication "Influence· Marl<eling
Laurie Jennings
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· I Radio, Televlslon, Event Personalltles & Celebrities
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Video Production, Ed' · . & Public Service Announcements
Shannon Lurie
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Jason Spiegel I Kns Kimball Advertisi Local Communi Ambassadors
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
KEY ELEMENTS
DETAILED YET STRAIGHTFORWARD STRATEGY
demonstrate validity to communities
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
DANA POLLITT
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Leading Marketing, Advertising & Communications Professional EXPERIENCE: Over 20 years of marketing experience, currently serves as the 2019 OESBD Advisory Board Chair, served as Go Broward Spokesman for Broward Penny for Transportation Surtax Marketing Campaign, Marketing Chair for 1st Annual FITCE event.
Dana with Vice Mayor Dale Holness Dana with Mayor Mark Bogen
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Dana introduces Congresswoman Debbie Wasserman Schultz Dana serves as Spokesman for Envision Uptown at FXE Airport event Dana with Mayor Mark Bogen
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Stmtegy & Public RelatiOTIS Everything soup to nuts was executed by Brand Marketers
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From the design of the huge 20' * 16' portable structure to the permitting, insurance, installation, security and reporting everything was provided full service for our clien.t
2010, 13 Giant US Census . , , . forms would appear in key cities every day for a two week , , , •
and buzz was enormous. , , , • The Census Bureau took advantage of the form as a b a ck drop s f o r p re s s conferences and then the forms took on a life of thier own generating Social Media, Word of Mouth and Press Buzz. Results: + 20 MM Outdoor Impressions + 5 MM Social Media Impressions
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+ 100 MM Press Media Impressions
72% Mail back response exceeded the 67% rate budgeted by the Census
Broward County Census 2020 Marketing Campaign #GEN2118833P1
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ADAM HOLLANDER
Deputy Project Manager, Census 2000 & 2010 Experiential Marketing, Media Buying • 20 years EXPERIENCE: Mr. Hollander brings past Census 2000 & 2010 marketing experience and specializes in experiential field marketing and non-traditional advertising supporting clients such as FOX TV, BET, USA TODAY, US Census, AT&T, NBA, McDonalds, Nintendo, Broward CVB and
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LAURIE JENNINGS
Broward County Census 2020 Marketing Campaign #GEN2118833P1
South Florida’s Trusted News Source: Anchor & Reporter, WPLG Local 10 News (retired)
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EXPERIENCE: Laurie Jennings is a three-time Emmy Award- winning reporter and evening co-anchor on the highest- rated news station in South Florida, Local 10 News. Laurie is an activist working with various charities including Voices for Children, American Red Cross and Community Partnership for the Homeless.
Broward Commission declares Laurie Jenning Day 5/7/19 WPLG Channel 10 News
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DYNAMIC PROJECT TIMELINE
Broward County Census 2020 Marketing Campaign #GEN2118833P1
Marketing Plan Campaign Launch Final Report
Agency ignition (Kick-off meeting, Brand Immersion, Send proposals for approval. Media Plan Execution Provide County with a comprehensive summary of all Digital Audit, Social Media Audit, Media Strategy with (Creative Development, Creative Revisions, Creative Services and the effectiveness of the Services, outreach the cost estimate and budget for marketing ads and Approval) efforts and advertisements. reimbursables, Timeline addressing each HTE, Ongoing monitoring: media, community, and social Communications and Marketing Plan Development) media demonstrating the effectiveness of the marketing
10/19 01/20 02/20 03/20 04/20
Research and community feedback plan implementation, marketing ads and reimbursables budget Analytics for measuring and reporting the results
Implementation Optimization
Communications and Marketing plan adjustment, approval
Media Audit Update and Optimization
and execution
Ongoing monitoring: media, community, and social
Media Plan Development and submission of advertisement
media demonstrating the effectiveness of the marketing
proposals
plan implementation, marketing ads and reimbursables
Creative Brief Development, Creative Brief Approval
budget Weekly Update Report and Monthly Status Report to CCC and County Report implementation on all activities; providing photos and analytics of events and marketing and advertisements; recommending updates to the marketing plan, as deemed necessary.
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
INTEGRATED COMMUNICATIONS PLAN
LETTING THE PLAN WORK FOR BROWARD HARD-TO-COUNT & HARD-TO-REACH POPULATIONS MAKING SURE WE ARE ALL COUNTED
○ Utilize and work with the US 2020 Census Integrated Communications Plan ○ Available Marketing Collateral
○ Reach populations that are typically less likely to participate in the census
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
WORKING WITHIN OUR COMMUNITY
LEVERAGING PARTNERSHIPS & VALUE ADDED OPPORTUNITIES For the next several months ADEPT will communicate with our media partnerships to stress the importance of the 2020 Census. ADEPT will add leveraged value through advertisement and media (Print, Radio & Television) purchasing leading up to the 2020 Census. To have provided detailed media spending now would have been inappropriate, disingenuous and inaccurate.
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
VOICES FOR BROWARD COUNTY
RADIO, TELEVISION, EVENT PERSONALITIES & CELEBRITY INFLUENCE ADEPT’S Business Partner, Dan Barnett, CEO of Fort Lauderdale based Wizard Entertainment, provides celebrity booking and has created, produced and managed concerts and events for some of the most recognized names in show business. Wizard has participated locally with the Riptide Music Festival, JM Families, Bon Jovi, the Great American Beach Party. ADEPT has contacted various local and national celebrities to gauge their interest in supporting Broward’s Census 2020 Marketing efforts. DWAYNE WADE FLO RIDA DAVID HOGG
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EMMA GONZALEZ STICHIS
FREDDIE MCGREGOR GLEN WASHINGTON GABRIELLE UNION DJ KHALED ARIANA GRANDE MARCIA GRIFFITH GLORIA ESTEFAN KC & THE SUNSHINE BAND DAN MARINO DION PHARRELL WILLIAMS PITBULL
Broward County Census 2020 Marketing Campaign #GEN2118833P1
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
2020 CENSUS GOES DIGITAL
EMBRACING DIGITAL TRANSFORMATION Census Bureau plans to conduct the most automated, modern & dynamic decennial census in United States history.
Website
ADEPT owns BROWARDCENSUS.COM and BROWARDCENSUS.ORG.
150 Languages
150+ languages are estimated to be spoken within Broward County’s diverse population.
Multimedia
Our digital and experiential marketing approaches are directly in-line with the U.S. Census Bureau's goals and objectives.
Social Media Shareables
With firsthand experience and in preparation for 2020 Census, social media shareables provide us with key elements to target a vast audience.
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
DIGITAL MARKETING & ADVERTISING
EVERY PERSON COUNTS & MANY HAVE CELL PHONES/PERSONAL DEVICES
Certified Google Partner
Digital display campaigns and banner ads aimed at targeted audiences.
Multimedia
We have the ability to broadcast across various media sources.
Remarketing
We can set up remarketing from both the website and
consumer or audiences IP addresses vs. business addresses.
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
GEOTARGETING BROWARD COUNTY CENSUS TRACTS
STRATEGIES:
1 KM TARGETING OPTION FOR MORE EFFICIENCY (FROM GOOGLE ADS) CENSUS TRACTS WITH ZIP CODE OVERLAY ZOOM IN OF ONE OF THE TRACTS
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
MISSION POSSIBLE
LOCAL TARGET INSIGHT
service to our underserved communities
equipped with verbal and print materials aboard each vehicle
taglines in multiple languages including English, Creole, Portuguese and Spanish. After all, Every Person Counts!
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NON-TRADITIONAL MEDIA
REACHING EVERY PERSON Vehicle wraps can be designed in thousands of different ways and can be changed regularly, if desired. FREEBEE provides in-house state of the art printing, graphics and vehicle wrapping equipment for efficient and economical advertising. English Creole Spanish Portuguese
Broward County Census 2020 Marketing Campaign #GEN2118833P1
“America works best when we work together to expand the circle of inclusion.”
_Raja Krishnamoorthi
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
ENSURING A COMPLETE COUNT
GRANTS AND NON-PROFIT ORGANIZATIONS ADEPT will work with Broward County’s Grant Administrator, Alan Tiano, GPC, CGMS, to identify and coordinate any future grant funding for the Census 2020 outreach and marketing campaign. ADEPT has partnered with the local non-profit organization GoBroward, Inc. who was integral in the successful passage of the Broward Penny for Transportation Surtax campaign in November, 2018 Go Broward, Inc. is a Florida 503(C)4 and can serve as the NPO fiscal sponsor to provide fiduciary oversight services for receiving grants & charitable donations from local area philanthropists, corporate sponsors and other NPO’s.
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
“ADEPT is passionate about our community and committed to reach our hard to enumerate population!” “ADEPT has gone the extra mile to ensure we have covered all the bases!” “ADEPT is going to work with you to ensure Broward County gets fully counted and receives all the funding it is entitled!” “ADEPT has the experienced team who thinks outside the box and has a creative plan for execution!” “This is more than a campaign for us. Just like you, ADEPT is invested in this community!”
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Broward County Census 2020 Marketing Campaign #GEN2118833P1
CALENDAR OF EVENTS (abbreviated)
JANUARY 2020 -- APRIL 2020
JANUARY
Festival | 01.11.19
FEBRUARY
| 02.14.20
| 02.15.20
Sistrunk Blvd. | 02.16.20
MARCH APRIL
03.08.2020
Festival | 03.18.20
Valli & The Four Seasons
04.02.20
04.04.20
Park | 04.10.20
Marketplace | 04.18.20
@VisitLauderdale | Yellow Green Farmers Market
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