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 PERSON COUNTS! DO YOUR PART GET COUNTED BR (;} WARD ,..._COUNTY IJLOIIII0A Shape your future ~RD START HERE> COUNTY FLORIDA 2
~ ~ 'I ♦ ♦ 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 .~ !. , , Expertise \, media and digital marketing. -- ----- -- " f • I Best PR Firms in , ♦ Fort Lauderdale ,-: The ADEPT team is extremely involved within Broward’s greater Fort Lauderdale community, with civic- .. ~ • 2019 • based organizations, charities and with many local events throughout South Florida. Certi · fications SmaJl. Minority & Women-Owned Business. (S/M/WBE} State , of Florida Certiified Small Business En erprise ( SBE) Federal Certified .Airport Concessions DBE (ACDBE) Federal Certified ID BE Bmward Certified County Business Enterpris• e (CBE) 3
;\ Broward County Census 2020 Marketing Campaign #GEN2118833P1 Stmtegy & Public RelatiOTIS EXPERIENCED TEAM FULLY VERSED FOR MISSION POSSIBLE - The ADEPT Team is ready to: Deputy PM, 2000 & 2010 Census News Anchor, Reporter, Community Project Manager, Strategic Partnering Experiential Marketing, Media Buys Public Relations Operations, Activist, Spokeswoman Co-op Programming Multicultural Outreach & Finance Multicultural Outreach & Finance Laurie Jennings Dana Pollitt Adam Hollander Julie Ruffolo ● Plan ● Design ● Implement ● Monitor ● Manage the Census 2020 Marketing Campaign to influence historically hard- to-enumerate (“HTE") populations Graphic Design, Marketing Content & Digital Marketing, Advertising, Media Video Production, Editing & Public Service Social Media, Media Coverage & Messaging Planning & Certified Google Partner Announcements Local Community Street Teams Mik Oca Paul Vrooman Cameus Chicoye Shannon Lurie 4
✓ ~ • ;\ Broward County Census 2020 Marketing Campaign #GEN2118833P1 Stmtegy & Public RelatiOTIS KEY ELEMENTS Broward County DETAILED YET STRAIGHTFORWARD STRATEGY Dana Pollitt ● Media Buying Project Manager Slrategic Communication "I nfluence · Marl<eling ● Video Production & Editing · I Radio , Televls l on , Even t Personallt l es & Ce lebrities ● Content Design & Messaging Laurie Jennings ... ● Grassroots and Experiential Marketing ~~ 111111111111 -;a.;.,_ es ;;; wo ;. ma __,; n ._ An _c .,; ho _,r,_ & ,_ R e ;. rl ,;,; .;; e .., r ~~ ~ ● Digital & Social Media Julie Ruffolo Public R elations rations Mu l ticu ural out reach & F inance ● Traditional & Non-Traditional Marketing Cameus Chicoye Video Production , Ed ' · . & Public Service Announcemen ts ● Trusted voices are resources that Shannon Lurie le Partner Socia l MedLa Med ia Cover & local Commun i Slreel Teams demonstrate validity to communities ● Freebee Integrated Communication Plan ,. ... - ..... Jason Spiege l I Kns Kimball ● Community Partnerships Advertisi Loca l Communi Ambassadors .•.••• ··,to ,,_ K ~-- •••••• ... · .. . . . . . . l 2020 · \. CENSUS .f ·· .. ~ ... ..· / 5 ........... -·.
• ;\ Broward County Census 2020 Marketing Campaign #GEN2118833P1 Stmtegy & Public RelatiOTIS DANA POLLITT D P 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 serves as Spokesman for Envision Uptown at FXE Airport event Dana introduces Congresswoman Dana with Mayor Mark Bogen Dana with Mayor Mark Bogen Debbie Wasserman Schultz Dana with Vice Mayor Dale Holness 6
~ • ;\ Broward County Census 2020 Marketing Campaign #GEN2118833P1 Stmtegy & Public RelatiOTIS ADAM HOLLANDER AH 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 others. Everything soup to nuts was executed by Brand Marketers ... 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 DraftFCB. Starting March 15th, 2010, 13 Giant US Census . , , . forms would appear in key cities every day for a two week , , , • flight. The impressions, reaction 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. Brand Marketers Permitting and Negotiation Team (PNT) secured high traffic locations In over 30 Results: + 20 MM Outdoor Impressions + 5 MM Social Media Impressions + 100 MM Press Media Impressions 72% Mail back response exceeded the 67% rate budgeted by the Census 7
Broward County Census 2020 Marketing Campaign #GEN2118833P1 LAURIE JENNINGS L J South Florida’s Trusted News Source: Anchor & Reporter, WPLG Local 10 News (retired) 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 8 WPLG Channel 10 News 5/7/19
Broward County Census 2020 Marketing Campaign #GEN2118833P1 DYNAMIC PROJECT TIMELINE 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 Research and community feedback plan implementation, marketing ads and reimbursables budget Analytics for measuring and reporting the results 10/19 01/20 02/20 03/20 04/20 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; 9 recommending updates to the marketing plan, as deemed necessary.
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 ● No need to waste resources: ○ Utilize and work with the US 2020 Census Integrated Communications Plan ○ Available Marketing Collateral ● Key priority : ○ Reach populations that are typically less likely to participate in the census 10
Broward County Census 2020 Marketing Campaign #GEN2118833P1 WORKING WITHIN OUR COMMUNITY For the next several months ADEPT will communicate with our media partnerships to stress the importance of the 2020 Census. LEVERAGING PARTNERSHIPS & VALUE ADDED OPPORTUNITIES 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. 11
Broward County Census 2020 Marketing Campaign #GEN2118833P1 VOICES FOR BROWARD COUNTY RADIO, TELEVISION, EVENT PERSONALITIES & CELEBRITY INFLUENCE DWAYNE WADE 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 STICHIS supporting Broward’s Census 2020 Marketing efforts. DAVID HOGG EMMA GONZALEZ FLO RIDA 12
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