trevelino/keller brookhaven proposal

8/10/2019 Trevelino/Keller Brookhaven Proposal

1/13

!"#$%&'()* ,&-.%/"-()* 0&121-() $34 5&1163"74(Leveraging the Two-Year Effort Into An Aggressive Branding Platform


2/13

!"#$#%&'()*#%%#"+ -&./01#$#% 2&$#

!94#%$"-1( 8"&64-() :'&2; 1#34 5

4#$#%(89#'6 3'4 8(:&;('&'.< #:637

6/"(=./ 8=7%&> "#%3;(': 3'4 4"&$&'.

5&6/ :(>&3% 9#4&3< >('6#'6 3'4 4&.&63

!$&? @1&6; A#B$# 5("?#4 (' #$

2(5'6(5' E98"($#9#'6 2&:6"&>6 6(

G("># 6( H#'6"3% I6%3'63 J"(."#::@

!A"-1("/ 51%-B%4; K=" >%'6 73:#

/#34L=3"6#"#4 &' I6%3'63 3'4 6/# M(

:>(8# &: (F#' I6%3'63< "#.&('3% 3'4 '

!$&? C'74&>4; A&6/ 3 D#5 >%'6:

N"((?/3$#'< 5# 3"# 5#%% $#":#4 &' D(

6#>/'(%(.C< /#3%6/ 3'4 #'$&"('9#'6

NPN 3: 5#%% 3: 3 NPH 9#::3.#Q:R@


3/13

S#8=63;(' T3"?#;'.+ E'U=#'>&'. !/# E'U=#'Marketing alone, does not a sale make. More and more constituents (B2B and B2C) gravitate to brands whose repu

been qualified by media, industry associations, bloggers, social networks, friends and family.

While We Start With The Brand, Its The Public Relations E!ort That Establishes The Reputation-Based Content TThroughout All Marketing Initiatives.

5&"(=E4#';6C

J(:&;('&'.

A#7 J"#:#'>#

VW/&7&6(" M63.&'.

T3"?#;'. H(%%36#"3%

0%D/'. 94/"-1(>T#4&3 S#%3;(':

M8#3?#": N="#3=

N%(..#" S#%3;(':

I'3%C:6 S#%3;(':

I53"4:)S3'?&'.:

!1($4($ C474/1#24($X&4#( O I'&93;('

A/&6# M83>#

S#:#3">/ E'4#W

A#7&'3":

V0N((?:

E1.'"/ 84='"V'.3.#9#'6 T3'3.#9#'6

1(C3%6C J"(9(;(':

I>L=&:&;(' H3983&.':

X&"3% X&4#(

J3&4 M(>&3%

C42"(= F4(4&"M#3">/ V'.&'# K8;9

M#3">/ V'.&'# T3"?

2&:8%3C I4$#";:

V0N%3:6:)HST

T3"?#;'. I=6(93

Social Needs ToEngage TheInfluencers

PR Strategy Drives TheReputation-Rich Content

Through A Series Of Tactics

Using Technology, Can Merchandise T

Reputation Faste

Brand MustResonate With

Target Customer

Third PartyAttribution Must BeWoven Throughout


4/13

A/36 A# *'(5+ !5( Z#3": (D !"3>;('

!5&1163"74( E$"&$%#; !5( C#3": &'6( &6: %3='

>&6C 5&6/&' 2#*3%7< 6/# C(='. >&6C /3: 3>>(9

6#"9: (D "#7"3'4&'.< "#8(:&;('&'.< 8(%&;>3%

5&''&'. ($#" 6/# 93[("&6C (D "#:&4#'6:@

!A4G$ 03">4; !(43C &6 >/3%%#'.#: &6:#%D 6( 63?

3>>(98%&:/9#'6:< &6: D=6="# &'6#';(': 6( 6/

93"?#;'. 8"(5#::@

!


5/13

N#>(9# I' K=6:(=">#4 VW6#':&('+ J"&("&;Y&'

At this stage, we are providing preliminary recommendations collaborate with the executive management team and marketdepartment to support your e!orts to take the Brookhaven brof constituents while also ensuring that the current constituenvocally around the continued progress.

Brand Position | Media Strategy | Thought Leadership | Dynamic Content | Market


6/13

M=88("6 N"((?/3$#' J(:&;('&'.+ T3"?#;'. !

As you know, the brand position goes well beyond the identity and tag line. Acomplex entity that cannot be summed up and marketing one dimensionally. pronged approach to carry out multiple themes to multiple constituents. It maoverarching theme, but we need a series of short working sessions with key stabrands position going forward. Out of it will come a number of usable deliverforward.

Core Elements

Residents As Shareholders

Business Friendly To Outside Industry

Entrepreneur Empowerment

New Urbanism | Green Inviting

Transparent Stewardship


7/13

V:637%&:/&'. !/(=./6 1#34#":/&8+ N"((?/3$#'

Much like weve seen with the grassroots movement away from factory farmingfarm, consumers are exhausted with big city politics, congestion, financial oquality of life. Theres a movement towards the boutique city and Brookhavenin a great position to become a local, regional and national spokesperson for tBrookhaven front and center.

Core Elements

National Boutique City Tour

Speakers Bureau Series

Rise Of Americas Boutique Cities

That Was Then, This Is The Future

Dos and Donts of City Privatizing

Taking Residents Out Of Comfort Zone

Being Independent, But County Collaborative


8/13

]#^'. !/# A("4 K=6+ ]#(".&3 _ S#.&('3% _ `

With the existing communications sta!, we recognize that its not in your best development, release distribution and incoming media inquiries. However, weagency focus on more strategic media/blogger targets for exposure within thebusiness sites and regional and national media. Other strategies like a radio mand/or City Manager can provide valuable marketing assets for the website anUltimately, we want the Brookhaven constituents to see and hear that their cityinfluential media outlets. In addition, the agency would be a resource for provon the ground resources in the instance of a crisis.

Core Elements

Major Media Bureau

Mayor/City Manager Profiles

Radio Media Tour

Crisis Response

Media Training


9/13

2C'39&> H('6#'6+ 2&.&63% O J"&'6

Brookhaven already has a range of content they produce and it is not our intenbut instead serve as an additional creative resource for existing or new contenreport that can be printed and produced as a digital magazine. While much hyears, we know theres a bigger vision for the future. See the attached movie that can be produced to showcase Brookhaven 2025 http://www.alysbeachvideo/. On a smaller scale, we could see a series that profiles existing and newBrookhaven. The monthly series can include three to four businesses with all vBrookhaven YouTube Channel, the website and the participating company siteto explore other potential collateral needs in support of department initiatives

Core Elements

Brookhaven The Movie

The Brookhaven Report

Brookhaven Business Series

Doing Business in Brookhaven Collateral

Merchandise
http://www.alysbeach.com/our-town/alys-beach-video/


10/13

T3"?#;'. K=" I::#6:+ J"(."39: O H3983

Given all of the current programs in place, we want to explore innovative waysexisting programs. For example, we did not discuss what Brookhaven is doingstandpoint, but we should look at other markets and develop a mobile applicaresidents convenience and access to information. Much like the video we prodwe need to showcase the emerging incubator and a potential alliance with Ogcan become a concept focused exclusively on retailers, possibly with a ScoutMmuch has been accomplished in two years, but we need the business communthrough research that can be packaged and communicated.

Core Elements

Mobile Application

Incubator Campaign

Brookhaven Days

Brookhaven Business Survey


11/13

2&.&63% T3"?#;'.+ J3&4 H(':&4#"3;(':

Data-Driven Audience Buying: Leverage our proprietary data segments for specific demogr

browsing behavior. This also helps us build the retargeting pool.

FBX Retargeting: Serves right-rail Brookhaven ads to previous visitors of the Brookhaven s

Pre-roll Video: Offers us :15s and 30s Preroll Video segments targeting sites that index high

Geofencing: Tailor targeting to mobile users that are close to retail locations with Brookhav

Theres a great deal that can be deployed from

a digital marketing standpoint as a strategy to

reach the defined Brookhaven marketplace

and, if interested, the larger Atlanta

community. Our recommendation at this

stage is to let us explore what you are

currently doing and propose tests with

di!erent strategies to assess what is proving

to be most e!ective.

Test 60-90 Days

Flight

T

ChannelsDisplay

Strategies

Data-Driven Audience Buying

FBX Retargeting


12/13

Budget

Much of what we are proposing can be done as one-off projects during the calendar year. Some of it requires additional definitto finalize pricing.

Brand Session/Discovery/Messaging $ 7,500

Thought Leadership/Speakers Bureau $ 1,000

Get The Word Out/Media Relations

$ 2,000

Dynamic Content $ 25,00

Marketing Our Assets

$ 25,00

Digital Marketing ($5,000 each/month)

$ 5,000

Planning and Consultation $ 500

Administrative Expenses (not including digital marketing)

5% of F

Online Media Distribution Tools $ 250 M


13/13

`#W6 M6#8:+ G&'3%&Y&'. M>(8# (D A("?

!E.1#4 1J @1&6; -3$# 3 D(%%(5 =8 9##;'. 6

"#>(99#'43;(': 3'4 3."## 6( 8"&("&;Y#4 :

!N%=)4$ 94K(424($; G(%%(5 =8 5&6/ 3' =84

8"&("&;#:@

!'1( E4>>'1(; -(:6 3' &99#":&(' :#:

6#39 6( "#$ 3'C 3'4 3%% 8"(."399&'. &'

3"#3: 5/#"# >(%%37("3;(' 93?#: 6/# 9(:6

!5&"(= 844-(); -(%4 3 :#83"36# 4&:>=::&('

3'4 /(5 &6B: 8("6"3C#4 &' 6/# >(99='&6C< =

:3>"#4 >(5:< 83:6 7"3'4 5("?< #6>@

!F1 :1&L"&= 0/"(; S#a'# 3'4 =8436# ($#"3

73:#4 (' 388"($#4 :>(8# (D 5("?@

!5'M@446/? 844-()>; ]#6 (' 3 "#.=%3" >(9

5&6/ 6/# >("# &'6#"'3% 6#39@

trevelino/keller brookhaven proposal

Documents