BROWARD COUNTY BOARD OF COUNTY COMMISSIONERS REQUEST FOR PROPOSAL - - PowerPoint PPT Presentation
THE OLAB GROUPS 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
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156
THE OLAB GROUP’S RESPONSE TO THE
REQUEST FOR PROPOSAL FOR THE Bid #GEN2118833P1 - Census 2020 Marketing Campaign Wednesday, August 14, 2019 Prepared By: Keel Russell
The Olab Group, LLC.
2 Keel Russell
Chief Executive O˜cer
He is charged with directing the company overall by managing the implementation of business strategies, daily operations, the development of products and applications, bid and proposal writing, and contract pricing. Mr. Russell has fnal authority
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
As an Anthropologist with over ten years of experience working with Fortune 50 companies, Brooke is an expert at bringing clarity to business problems through human understanding. She combines the analytical rigor of her background in social science with an innate curiosity and intuition about people, to identify patterns and extract meaning from complex human
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.
Patrick Senior
Chief Executive O˜cer
He is charged with the responsibility for marketing campaigns, brand management and corporate & governmental contract management & sponsorships. In his position as COO, he develops and approves company-wide initiatives, policies & procedures, staff allocations, company loans, leases and purchases of major equipment.
Renita Bryant
Renita is all about amplifying the voices of consumers, especially the often overlooked and
she thrives on shifting perspectives, giving voice to the voiceless, and forging new paths.
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156
For HTE groups, there is an additional layer of questions:
We need a plan that enables us to develop marketing collateral that addresses their concerns and answers all of their questions.
It starts with the right research...
Immersive (Non-Traditional) Research is more effective at obtaining answers to those questions.
relies heavily on individual self-refection and awareness.
Millennials, Gen Z) have significantly lower levels of trust relative to their white, middle class counterparts.
80% of consumers.
Non-traditional research is conducted in comfortable, authentic settings that allow for open, honest conversation.
seen to some groups as an interrogation. Non-traditional research creates organic conversation aimed at understanding “what’s in it for them.”
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156
STEP I : STEP II: STEP Ill : STEP IV: STEPV: STEP V I : STEP V II: Kick-o ff lmmersive Influencer Ideatio n &
C reative
Eva l uate & Tes
E xecut e
+ K n o w ledge Observatio n Interviews
C reati v e D e v elo pment C rea ti v e
Marketing P lan
G athering (E thnography ) D e velopment Execu tio ns W orkshop
Objective
Align project In-depth audience Identify culturally- Identify the core Create various E v a luate the abllil) Educate HTEs and
analysis relevant Insights e lements of programming &
Increase scope: Design the marketing creatlves for each executions to
aw areness for the fieldw ork materials and HTE g roup reach HTE target Census 2 020
execution
Activity
Kick-off call: Culturally -relevant
lnfluence11 Interview s Aggregate learning Story Development Co-Creation Pane Launch Marketing
Mine existing market immersions and create initial Graphic Design Campaigns on: data: Interview marketing V ideo-Shoot coord ination campaign elements 1 . Social Media 2 . D igital Advertising 3 .
T raditional
Media
To best understand the behaviors, attitudes, preferences and infuences of the HTEs, we will conduct culturally-relevant market immersions
Volunteer at a homeless shelter or facility Go to a beauty salon and/or barbershop and chat with patrons Go to a local community center and participate in activities Hang out at a co-working space and connect with people
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156
MARKETING APPROACH:
Social Media Marketing Objectives
based on lessons-learned from SightSet’s research.
marketing strategies
community leaders and organizations
& infuencer marketing
Digital Advertising
Traditional Advertising
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156
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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:
Media Buys, Sponsorships, and Co-Op Advertising Opportunities
333 LAS OLAS WAY | SUITE 325 | FORT LAUDERDALE, FL 33301 | TEL: 866.606.1110 | FAX: 877.667.4156