LTC 012-2020 NEW MBPD COMMUNTY OUTREACH CAMPAIGNM IA M I BEACH
OFFICE OF THE CITY MANAGER
NO. LT C # 012-2020 LETTER TO COMMISSION
TO: Mayor Dan Gelber and Members of
FROM: Jimmy L. Morales, City Manager
DATE: January 7, 2020
SUBJECT: NEW MBPD COMMUNITY OUTREACH CAMPAIGN
The purpose of this Letter to Commission is to provide details regarding the new Miami Beach Police
Department community outreach campaign created by the Office of Marketing and Communications in
partnership with the MBPD.
The overall quality of police services scored 72% in the 2019 community satisfaction survey. As such, one of
the featured actions in the Neighborhood Section of the 2019 Strategic Plan includes creating an educational
campaign to address public perception of crime and the Police Department. This campaign, in partnership
with an increase in community events, aims to educate and inform our residents about MBPD services,
updates on crime as well as introduce the many men and women of the department to our community.
Every day the Police Department is tasked with balancing the needs of the residential population with an
increasing number of visitors to the City. This new campaign, 'You + Me = MBPD, a Partnership in Crime
Prevention' was created with the intention of reinforcing the importance of community policing and keeping
our residents and visitors safe by working together. I believe that this campaign both reinforces our
commitment to the community as well as encourages engagement and reporting with our Police Department.
In addition to the new campaign tagline, messages will be created to assist in educating our residents on
services that are available to our residents, such as the watch order program that provides free home checks
while residents are away. We will also reinforce crime prevention messages around vehicle and residential
burglaries, beach thefts and, of course, if you see something, say something.
An important component to increasing communications between our Police Department and our residents and
visitors is introducing our officers to them. A key part of this campaign will include 'behind-the-scenes' videos,
the creation of a website that will have a section dedicated to telling you more about who our officers are and
out of home ads - coupled with their already strong social media presence.
You will begin to see some of these messages placed throughout the city as well as online. Attached is a
comprehensive outline of the campaign, including where messages will be placed as well as samples of the
images and collateral to be used.
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 MBPD efforts. Should you have any
questions about this plan, please contact Tonya Daniels at TonyaDaniels@miamibeachfl.gov or Chief Richard
Clements at RickClements@miamibeachfl.gov.
JLM/MM/TD/RC/WJ
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PUR P OSE: A marketing campaign aimed at solidifying the MBPD as part of the
community. Promoting community partnership as well as integrating officers into
the community - Community Policing.
HOW: All ads will be anchored with Ernesto Rodriguez your friendly
community police officer - that will be communicating a message to our
residents/visitors. Using one continuous face allows for better brand consistency
and awareness and Ernesto was the perfect fit as he has already built a great
relationship with our residents and the media as the spokesperson for MBPD.
WHY: The 2019 Sategic Plan states the required action to create an education
campaign to address public perception of crime and the police department.
This campaign will include many educational messages as well as introduce our
police officers in the community and share facts and information about policing
in Miami Beach.
CAMPAIGN BRIEF
2020 YOU + ME = MBPD
MIAMI BEACH Le@lu@el
Strategies Company Details February March April May
1-7 814 1521 2228 1.4 511 1218 1925 2631 1 28 9.15 16-22 23-29 1-7 814 15.21 22.28 29-31
RADIO 30 spots on targeted stations
OUT.-OF.-HOME ADS Miam i Beach Troley Exterior Wra 2troloy wraps coy@ring tho South Beach rout@ and Miami Beach route.
Clear Channel - Bus Shelters
8 Shelters; Duration is 4 weeks but usually exten ds beyond given availability. Q4 is Clear
Channel's busiest season and remnant space is very limited, hence the Feb 2020 start date. If
they can get us in earlier, they will
OutF ront Media - Bus Kings
10 Bus Kings; 30" x 144; 04 is also OutF ront Media's busiest season, Thay are booked until
February.
Elevator Wraps 9Elevators- 1 in each of our city-owned garages.
PSA to air at Regal South Beach Movie Theater
al Lincoln Road General branding PSA to air at the Lincoln Road Movie Theater running prior to the proviows.
SOCIAL F acobook, Twitter, Instagram
DIGITAL Digital/Mobile Advertisin
Utilizing geo-fencing and behavioral filters to hit target audience. This can be furthered targeted
thematically (ex. Geo-fencing Lincoln Road Mall with holiday shopping safety tips during
December
PROMO TIONAL MATERIALS [branded giveaway items
UNPAID
PRINT MB Magazine Slated for Spring Issue
ORGANIC SOCIAL Faceboo k, Twitter, Instagram Thematic vlogs with an organic feel, and stills
TV (PSA MB77 Thematic vlogs with an organic f@el and the general branding PSA
Atlantic Broadband General branding PSA
MB Trolleys
O Cinema
Them atic vlogs wih an organic feel and the general branding PSA
General branding PSA
Soundscape General branding PSA
Various Network Stations
We recom mend utilizing Ernesto's existing relationships with stations to secure free air time rather
than a traditional media buy as the cost is excessive for the approved budget.
EVENTS MBPD Events
Opportunity to distribute prom otional materials which wit be printed by Central Services and paid
tor from a different budget as per Ernesto.
INTERNAL DIG IT AL Comm unication Bi-Weekly Eblasts Dates need to be confirmed
Noticias Dates need to be confirmed
Employee Newsletter Dates need to be confirmed
Dedicated Email Blast Thematic x4
Wobpag0
Next Door Thematic x4
PAR TNERS GMCVB Needs to be explored further with the Chief,
Neighborhood/ Condo Associations
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M IA M I B E A C H
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A burglary occurs every 25.7
seconds nationwide,
Don't become a statistic.
e Set your alarm and ensure alarm
signs are visibl e
« Don't leave o spare key accessible
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« Place home lights on a timer
« Don't advertise you're out
of town on social medio
Install a home safe
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To learn more about how you can help us keep our
community safe, visit YourMBPD.com
#YourMBPD
305 .673 .7900
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M IA M I BEACH
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Don't become a statistic.
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Install a home safe
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Keep Your Beach Day Fun
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Don't leave items unattended
• Use a waterproof pouch
for voluobles
Only carry enough money
for the day
Don't go on the beach
after hours
tr io (} lit( l1/A portne~hip in crime preve,
To learn more about how you can help us keer
community safe, visit YourMBPD.com
#YourMBPD
305.673.7900
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A motor vehicle theft occurs
every 42.2 seconds nationwide.
Don't become a statistic,
Be aware of your surroundings
when entering and exiting
your vehicle
Close all windows and lock all doors
Pork in a well-lit and heavily
populated area
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To learn more about how you can help us keep our
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#YourMBPD
305.673.7900
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