LTC 444-2019 MB RISING ABOVE EDUCATION CAMPAIGN MIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC# 444-2019 LETTER TO COMMISSION
TO: Mayor Dan Gelber and Members of he City Co mission
FROM: Jimmy L. Morales, City Manager
DATE: August 9, 2019
SUBJECT: MB RISING ABOVE EDUCATIO CAMPAIGN
The purpose of this Letter to Commission is to provide details regarding the MB Rising Above
education campaign created by the Office of Marketing and Communications in partnership with
the READY team.
This campaign was created in an effort to better educate our residents and visitors about the
steps we are taking to become and remain a resilient city.
This education campaign is a comprehensive outreach plan targeted locally through meetings,
direct mailings, bold marketing messages designed to spark conversation, custom animated
videos and other collateral utilizing the $200,000 awarded through the budget process. The
campaign, anchored by a series of bold messages such as Climate Change is Real. So is our
Progress and Traffic is Maddening. Take the Trolley, was created to ignite conversations among
those that may not be already talking about it. Attached are images of the ads. In May, the team
created a special, 120-page resilience edition of MB magazine, a tool that they felt was essential
in utilizing—knowing that the majority of our residents obtain their information city information
from this publication. The magazine was mailed directly to homes and has been distributed
throughout the community at our facilities as well as some real estate offices, libraries, cultural
facilities, FIU and other areas.
Also created as part of the campaign was a custom animated video to help tell our story. This
animation will be used in future public meetings as well as disseminated through social media,
MBRisingAbove.com and the MBTV channel. This video provides the viewer with the recent
history of the stormwater plan and presents current initiatives, utilizing creative graphics to assist
in telling a technical story in a way that allows everyone to understand as we work on building a
better tomorrow, today. You can view the video at
https://www.youtube.com/watch?v=2AHPBtV2o10 or by visiting MBRisingAbove.com.
Additionally, the team is working on completing a custom map that will take the reader on a tour
of the many areas of the city where we have implemented resilient efforts. Not only focusing on
sea level rise, but all areas of resilience, this map will include public art, historic districts, Sunset
Harbour features, our LEED certified Property Management building, public parks, greenspaces,
the Convention Center and much more.
Another area that the campaign focuses on is standardizing the communications materials
across all departments when referring to resilience efforts. The Office of Marketing and
Communications is finalizing and rolling out a new standardized external communications plan,
the R.I.S.E. Guide, with all Public Information Officers that work for the city, whether contracted
or as a city employee. This new tool will guide all communications pertaining to resilience.
Some details include a project charter to start off each project, defining scope, purpose and
overall project parameters as well as guidelines for type and frequency of communications about
projects. There is also a list of FAQs and a glossary of terms. Once this tool is finalized, it will
be presented to commission.
In addition to the items above, the team is working on setting up a series of public meetings to
discuss our efforts on resilience. Kicked off at the end of May with the Climate Change
Conversation event at the Colony Theatre, the next meeting will be held in September with
Jacobs Engineering and then followed every other month with additional community meetings
designed to continue the conversation and awareness of our resilience efforts. These meetings
will be advertised via direct mailings, paid social media (geo fencing Miami Beach), print ads as
well as all of our standard communications tools.
I feel that this comprehensive plan encompasses the correct tools to ensure that we are reaching
as many residents as possible to increase awareness and understanding of our resilience efforts.
Should you have any questions about this plan, please contact Tonya Daniels at
tonyadanielsCa�miamibeachfl.gov.
JLM/MM/TD
' I' `•'1BEACH
RISING
ABOVE
CLIMATE
CHANGE
IS REAL •
SO IS OUR
PROGRESS .
The truth hurts. From sea level rise to aging infrastructure and
traffic congestion to emergency preparedness and recovery — the
City of Miami Beach is tackling these truths head on by building a
community ready for tomorrow. Join us in our initiatives today.
Visit www.MBRisingAbove.com.
Building a better tomorrow, today!
#MBRisingAbove
.'IRTACH
RISING
SEA ABOVE
LEVELS
ARE
RISING •
MIAMI B E AC H
IS TOO
The City of Miami Beach is raising roads and requiring new
construction to be built at a higher elevation in order to reduce both
public and private property risks associated with sea level rise and
storm surge. To learn more about sea level rise and the city's resilience
initiatives, visit www.MBRisingAbove.com.
Building a better tomorrow, today!
#MBRisingAbove
1 .'.IBEACH
RISING
ABOVE
HURRICANE
SEASON
LASTS SIX MONTHS •
PREPAREDNESS
Is YEAR- ROUND•
Hurricanes are a reality for all those who live, work and play in South Florida.
The City of Miami Beach has the plans, personnel and resources in place to
weather the storm, but it is up to you to take all precautions necessary to keep
as safe and secure as possible. Remember: Be informed. Have a plan. Make a
kit. To learn more about hurricane preparations and the city's resilience
initiatives, visit www.MBRisingAbove.com.
Building a better tomorrow, today!
#MBRisingAbove
MI AMI BEACH
RISING
PUMP ABOVE
STATIONS
DON ' T
POLLUTE •
PEOPLE •
To keep our waterways debris free, the City of Miami Beach invested in
pump station upgrades capable of pumping the equivalent of more than
72 Olympic-sized swimming pools per day. Our pump stations have
these pollution control systems that remove up to 85% of litter found in
stormwater. Now, it's your turn. Do your part and remember to trash
your trash and recycle your recyclables. To learn more about the city's
stormwater management and other resilience initiatives, visit
www.MBRisingAbove.com.
Building a better tomorrow, today!
#MBRisingAbove
MIAMIBEACH
RISI \ G
ABOVE
,
TRAFFIC IS
MADDENING .
TAKE THE
TR ILE'
0
Parking your cars and utilizing alternative transportation modes such
as the Miami Beach Trolley, reduces greenhouse gas emissions,
minimizes carbon footprints and increases the communities' overall
health index by reducing stress. The free MB Trolleys help 5 million
passengers annually move around South, Mid and North Beach
stress-free. To learn more about the city's traffic mitigation and other
resilience initiatives, visit www.MBRisingAbove.com.
Building a better tomorrow, today!
=MBRisingAbove
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RISING
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SEE HOW WE ARE BUILDING
A BETTER TOMORROW, TODAY.
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