LTC 074-2019 MBPD Spring Break Communications Plan MIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC# 074-2019 LETTER TO COMMISSION
TO: Mayor Dan Gelber and Members of he City Co ission
FROM: Jimmy L. Morales, City Manager
DATE: February 1, 2019
SUBJECT: MBPD SPRING BREAK COMMUNICATIONS PLAN
The purpose of this Letter to Commission is to provide details regarding the Spring Break
communications plan created in partnership by the Police Department and the Marketing and
Communications Department.
This new plan is to reach out in advance to as many college students as possible who might be
considering Miami Beach as their Spring Break destination to advise them that the MBPD will be
rigorously enforcing traffic and quality-of-life laws and ordinances during the Spring Break period.
This marketing campaign, a significant portion of which will be conducted via social media, is a
new innovation developed in response to the challenges of the 2018 Spring Break period, during
which the city saw extremely large crowds, with one particular Saturday night that resulted in
overwhelming traffic-and crowd control issues.
The MBPD was given an increased overtime allocation this year to put more officers on the
street during the height of Spring Break and to increase quality-of-life enforcement.
Accompanying increased enforcement is this vision of reaching the Spring Breakers with a
message about how to stay out of trouble. Toward this end, the following communications plan
was designed to educate the public on all activities that are illegal in Miami Beach and the
penalties to be incurred if caught breaking the law.
Spring Break this year roughly corresponds with the entire month of March, with the projected
height of activity occurring between March 15 and March 24. Anchored with the hashtag
#SpringBreak2019, the campaign is divided in two phases: (1) Enforcement messages that will
be served digitally geotargeting users as plans are being made to visit Miami Beach for Spring
Break; (2) Messaging that will begin on March 1, 2019 reminding visitors of all illegal activities in
Miami Beach that will be heavily enforced. Although the overarching communication warns of
penalties for breaking the law, each phase has its own tailored message:
1. Phase 1 message carries the message, "Choose your bars wisely."
2. Phase 2 message states "Miami Beach Spring Break 2019, Come on Vacation, Don't
Leave on Probation."
Each ad includes links to the website created for this campaign, www.mbspringbreak.com, where
viewers will see details on what is illegal in Miami Beach — including smoking marijuana and
public drinking, as well as links to helpful information such as trolleys and important phone
numbers.
The public service campaign will cost a total of$33,000 over the two and a half months and will
be promoted through targeted media channels locally, nationally and internationally. Media will
include print, out-of-home, social media and online advertising.
J LM ?M le 0
CHOOSE CHOOSEJ
YOUR YOUR
BARS BARS
WISELY.
WISELY. POLICE
POLICE ' \�
• YO , R •
001111.11111k CI 100SE
3ARS
WISELY. •
POLICE
CHOOSE YOUR II POLICE