- Creation and Implementation of Strategic Marketing Plan
- Graphic Design/Collateral Development
- Website Development & Management
- Project Management
Strategic Marketing Plan Creation & Implementation
Downtown North Miami lacked a unified image and was suffering from the absence of a clearly defined identity, brand and message. A plan was needed to reposition the district. The CRA plan (amended two years earlier by RMA), identified several initiatives that required comprehensive marketing strategies to achieve the desired goals. RMA was engaged to create and implement a strategic marketing plan that focused on the process of branding and positioning the downtown based on its market potential, existing downtown assets, and stakeholder input. The goals, in line with the CRA plan goals, were to attract new target businesses, developers and investors, engage the current customer base and attract new visitors by promoting incentive and security programs, launching advertising, public relations and digital media campaigns and developing special events that support the downtown brand, grow business and improve overall quality of place. A downtown logo and campaign (To NoMi is to Love Me) were adopted that illustrated the underlying themes of a rich, diverse, cultural experience and vision for the Downtown. A Brand Standards Manual was adopted to inspire and outline the brand and define the visual style and primary message. The Plan won the Florida Redevelopment Association’s 2017 Roy F. Kenzie award for Planning Studies and continues to guide the CRA’s marketing and communications strategies.