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6e - City Marketing Program2/6/2024 dci O WITH A PASSION FOR go MARKETERS PLACES 64 �presented YEARS SPECIALIZING Cities New York I Denver states CHARLOTTE ILOSANCE SIORLANDO regions CINCI""ATI I DALLAS PLACES ♦ TOROMOIVANCOUVERIMONTREAL countries A Sampling of Our Clients `inG oRLY,rNoa :o•�•�• �• G CHAMBER �,� TULSA REGIONAL •• GREATER CHAMBER PORTLAND CINCRIENC - lRIAFA II COV1lEY Port cxE%PERIENCE _ R rineweacvxw.ne..=AufneBl[T of Vancouver USA J�YI '[[j� AXUJA Th!nk DUTCHESS �LIII Da 4. M oPPI PARTNERSHIP ALLIARLLfM/IHWFN �fwliS m �` NpRZ1]ERN CUL RADO . Sp Colorado Springs CHAMBER A EDC" Af 1 CdROLIN] V 0 ...�© 2/6/2024 i Implementation J Immersion VIA. rketlng Ple ToedFooes Groups J Brend Positioning Recommendations IFI-1 Pr.(— Stale-1 Presa .6- JTargetlndosby JTimdine Analysis& JKey Messages JAdivetionofBest- RezommendaCons JBudget Bet Menke .q J Key Talent Target JKey Performance T.W. MerketldenERotion Indicators JRevfew of Key Reports & Merkadng Materiels JMedie Aedlt sl Comprehensive Month 4 5 Months 6 15 Marketing & (10 months oI Messaging Audit mplemeniinon) JSWOTAnalysis Phase 2: Key Messages Key Messages 3-5 messages that concisely communicate your top assets Value Proposition S Phase 1: Research & Discovery Immersion Tour & Focus Groups Windshield tour of Federal Way + 4-6 facus.groups/minetings with stakeholders SWOTAnalysis •0 Phase 3: Marketing Strategy /110" ended_ Digital Advertising I PR I Social Tactics A Media Website 1 Trade Shows Videos Site Selector Outreach Budget i Ballpark budget allocations and high- level timeline to activate 1) 2/6/2024 V,,.,,- C), S, E---, Advertising Conversions (i e, Cost of Living Calculations, Job Clicks, Downloacs, etc Earned Media Impressions Social Media Campaign Engagement Change in Perception rd lnt,.,,,l sr,ai—ut tern.. J>- a., 7 00 Phase 4: Implementation 00 Gather feedback and identify best - bet tactics for implementation The team will roll swiftly into program implementation with tactics that reach your target audience Sample Paid Advertising Performance Insights July - November 2023 Performance Overview Awareness Fu 011 u., b1l.., .11.., ead961,825 Consideration c— C --d..�,iP­ 1—s— ly C.- 1. ij—ul. 24,507 Evaluation C.—,,.,F.,.S.b-, N-11 --upl—, A, hl, p.1n, u—s 1—d,— .1 1� V- 1,234 Ph— N—r L1,k Cki, iW t— BUILDING AN INTEGRATED MARKETING ey STRATEGY 1 2/6/2024 Case Studies Marketing Tools ci n; LAW& I Fm =71 0 . -. Marketing Collateral Fact Sheets ORYIENT -Fa- VIE k- ---, F11 2/6/2024 00 Video Storytelling Wo�kyn the Trlan9le—.... -_ .......T � 4 _ Ilk u.n a.n.r.•w.e ��voannrvo a,- WIN Website AND ■• RoFWAY MORE Digital Advertising LAND OF LAND OF MORE LANb OF LANDOF MORE VALUE ADVANTAGES MORETALENT WAY MORE R 2/6/2024 OPTION A Federal Way Budget for Marketing Strategy Development & Implementation January 1, 2024 arch 31, 2025 DCI Fees for Phases 1-3 (Research, Messaging & Marketing Strategy) $65,000 ($13,000/month x 5 months) DCI Fees for Implementation ($12,000/manthXtOmonths) $120,000 PROFESSIONAL FF ES SU BTOTAI, $186,000 Ongomg Communication & Technology Expenses $3,700 ($246/mon11, x 15 months) DCI Travel to Federal Way; immersion tour/client meetings (2 staff trips . SI,500/trip) $3,000 SUBTOTAL $6,700 TOTALBUDGEF $191,700 OPTION B Federal Way Budget DCI Feesfor Phasest-3(Research,Messaging& Marketing Strategy) $65,000 for Marketing ($13,000/month x 5 months) Strategy External Talent Perception Survey $14,000 Development & DCI Fees for lmplementabon $106,000 Implementation ($11,777/month X 9 months) PROFESSIONAL FEES SUBTOTAL $185,000 • Ongoing Communication & Technology Expenses 13,700 (5246/month x 15 months) January 1, 2024- February 28, 2025 Panel provider expenses for external talent perception survey $6,500 DCI Travel to Federal Way; immersion tour/client meetings $3,000 Please see External Talent (2 stafftrips x S 1,500/trip) Perception Survey details on SUBTOTAL $13,200 following page. TOTALBUDGET $198,200 R 2/6/2024 0* External Talent Perception Survey 00 External Talent Perception Survey: DCI will conduct afoundational perception study among talent in five target t,,g,t kthat will create benchmarks an w,,,n,,, the City as well as talent's 'path -to -purchase' within these markets The f—cl.ti—I research will support the development of strategies to imp—, the perception f the City and region among potential talent and identify tactics an how be. to market and communicate t, this audience Survey Execution: DCI will administer the online ..—y and solicit input From qualified respondents Iran, the top talent target mark.. An online link will be provided t. qualified Participants over . two -week period DCI will collect r,,p,n,a, from.— 1,500 qualified ..I individuals (at least 300 per target market) Final Presentation: Following the data c.11.1i.n, DCI will conduct an analysis of the survey responresponsesresponses(including cross tabs such as industry, llt,Li,n etc)- The findings and analysis will be presented in a P,w,,P,inL fama.t over Microsoft Team, DCI PROFESSIONAL FEES: $14,000 EXPENSES: $6,500 (includes panel expenses In, garneringresponses) holri° GREATER PORTLAND Positioning Greater Portland as the Land of Way More Greater P,fti,nd is . thriving business I.-tim, that boasts world -class -p-11,1ed lifestyle assets and , diverse and educated workforce In fuel lh.sia— growth, but it was facing major F.rcepti.n i,,..s related to homelessness and crime Great,, Portland Inc partnered with DCI t. wk. control of the narrative and tell the real Greater P,fti.nd story an , national level through , robust marketing strategy and messaging ... rci,,-T, in hamn this work, DCI embarked on , holistic research study that include, a series ofperception ,way,, I—, groups and :media and ,ci,, listening audit to better ndar...d the r.9i.n's challenges. T. elevate Greater Penland an . gi.b.1 stage DCI created the land of Way More campaign which nods to its strategic 1-6— in bath Washington and 0,.g.n as well as its at,.- t. more -I.., an — advantages, and more talent Using this brand, DCI created . series of branded marketing materials ranging fmm . Fortune ....r wrap t, , s.H., ofdigit,l ad, A, , final step in the project, DCI created , detailed marketing blueprint that serves as . roadm.p for the n.xt stage of the campaign. WEBSITE CAROUSEL EXTRA SLIDES! P.1111c Northwest's Prime Choice for B-In— 7 OPTIONAL Add -On Research • External Talent Perception Survey 0co Ext l Telmt Perception Survey: DCI will conduct a foundational perception study among talent in five target markets that will create benchmarks on awareness of the City as well as talent's "path -to -purchase' within these markets. The foundational research will supportthe development of strategies to improve the perception of the City and region among potential talent and identify tactics on how best to market and communicate to this audience. survey Exeeminn: DCI will administer the online survey and solicit input from qualified a.pendnaa Fan kTmwp IAliin mg' markets. An online link will be provided to qualified participants over a two -week period. DCI will collect responses from 1,500 qualified a#ernaI individuals (at least 300 pertarget market) - Final Pre emotion: Following the data collection, DCI will conduct an analysis of the survey responses (including relevanL cross tabs such as industry, location etc ) The findings and analysis will be presented iu a PowerPoint format aver Microsoft Teams. DCI PROFESSIONAL FEES: $14,000 EXPENSES: If6,500 (includes panel expenses for garnering responses) 00 Internal Corporate Executive/Stakeholder Survey If desired to gather additional input beyond focus groups, DCI is available to conduct an online internal perception survey to garner msighLs from local corporate executives and stakeholders. DCI will work with the City of Federal Way to develop a 10-15 question survey and the City will be responsible for distnbuting the survey across networks to garner local responses DCI will analyze all surveyfindings and present results via a PowerPoint presentation shared over Microsoft Teams DCI PROFESSIONAL FEES: $12,500 Estimated Expenses: N/A Marketing Collateral Why Choose Charleston? Jobs in - Charleston 7. ...... 11[ - G.I* r 1tH[ee lil 2/6/2024 0! Marketing Collateral rRW Qe {yet Meets Chwtm 0