LTC 003-2023 City of Miami Beach Wins American Marketing Association AwardM I A/\A � B EAC F-1
OFFICE 0FTHECITY MANAGER
LETTER TO COMMISSION
TO: Honorable Mayor Dan Gelber and Members of the City Commission
FROM: A|inmT.Hudak, City PNe ���
DATE: January 3,2O23 ��
The purpose Vfthis Letter to Commission is to announce that the Office ofMarketing &
Communications and the Economic Development Department, in partnership with Sparkloft
Media, have won the 2022 American Marketing Association (AMA) South Florida Marketing
Awards for Digital Marketing Campaign of the Year, for the Make a Bold Move business attraction
This campaign was developed to entice business leaders and entrepreneurs to relocate to Miarni
Beach and/or expand their existing operations, with the goal of attracting technology and financial
service businesses, creating high -skilled /high -wage jobs for new and existing residents, and
filling vacant office spaces. The campaign showcases why Miami Beach |ealocation like noother,
by highlighting the cih/'s unique Uhssty|a assets including ads and ou|tuma, health and weUnooa,
warm weather and family friendly neighborhoods. Make Bold Move is m call to companies to
recognize that their teams want to live a full life outside of work, and companies that don't adapt
their work culture and workplace will be left behind.
The campaign was QeO-targeted to hit the key geographical markets of Silicon Va||ey, Los
Ange|es, Sari Fnannimon, Now York City, Chicago, Connecticut and South Florida markets outside
Miami -Dade County, with 8nindustry focus ontechnology, private equity, hedge funds, and other
financial services firms. |tincluded paid and organic social media (F@CebV0k.|G.Twitter, Reddi(.
YouTube, L|nked|n). Goog|e ads, search engine opUrniza\ion, and digital ad placements. It ran
between June and 0ctober2O22 with a media budget of$43.43O.47and realized 5.803.433
unique impressions. With continuous optimization of keyword targeting, the 'Cost Per Click"
/CPC\decreased from $3.O8/click atthe onset Ofthe campaign to $D.J4CPC inthe final months.
The campaign showcased Miami Beach mwthe destination ofchoice for new and emerging tech
and financial services companies. Some 0fthe companies making a bold move have included
Andneeeaan Horowitz (a10z). Pretiu0, BT|G, General At|anbc, Sir|uwXM, Pennant Park and
Siebert Financial Corp, the latter moving into the Art OeoV Cultural District. The campaign has
enhanced the avvmnanmso of Miami Beach's business eeoiokanom programs including the job
creation incentive program, expedited plan review and permitting program.
Examples of the campaincreative can beseen below:
MAKE A BOLD MOVE
MIAMIBEACH
POY 0 minmi Ar"uh
Governmentb
A (told Move to Miami 8h^ach 'Ne are
Committed to ,Iienqlhonsnq the opeial,onsol
oui bu,.000,;, eco,qmorn by offctomj bold
aw.1 poqrjrn,,, that are strxeq,,,,
achievable, and su,aTa,njblo Oantf Beach,,, 3n
noo,it,vo and rliovith4dCused bus,ne,,
Commuriq wah 1,,.mqrble and mearoiqtul
fvsourcl,, kx hsmesll�, 1.11go and snla81
"U'' I'll
pqdpf,.., rraarn, and Learn more
Generate - Make A Hold_.
d') r..rhrr (,) tJmirrnarat SN".
MAKEA BOLD MOVE MIAMIDEACH
The American Marketing Association (AMA) South Florida is the official professional chapter of
the American Marketing Association (AMA) in South Florida. The AMA is the world's largest
marketing association, and the most relevant force and voice shaping marketing today. Reaching
an estimated 13 million marketers globally, the AMA is an essential community for marketers that
inspires curiosity, debate, and connection. The AMA South Florida 2022 Marketing Awards
received entries from ad agencies, digital agencies, in-house creative professionals, and design
firms. Other nominees included Central CTL, Centurion Restaurant Group, The Lab Miami, and
Vertical3 Media among others.
For more information, please contact Melissa Berthier at rnelissaberthier rniar`jbeachfl qQy or
Rickelle Williams at rickeliewilliams@rniamibeachfl.gov
V
ATH / RW / MB / HS / MK