As communities around the country took swift action to respond to the public health crisis with the Coronavirus pandemic, many government agencies were also pushed to adjust service delivery of the many programs and services that residents rely on. Even with crisis plans in place, no one could’ve predicted the impact and disruption that the virus would have, and government certainly wasn’t prepared to meet urgent demands.
01.
Miami-Dade County
Crisis
Mode Activated
02.
Situation
Blueprint Creative provides mission support and agency outreach to public agencies in addition to rapid response to crisis. We were retained by the economic development department at Miami-Dade County to execute a crisis response plan so that the agency could adapt its services and meet critical demand.
03.
Insight
We discovered that the department needed more than crisis response and instead required a restructuring of its entire marketing and outreach system.
04.
Implementation
We were retained by the Miami-Dade Economic Advocacy Trust for a crisis communications strategy that would pivot the agency’s service delivery to the community. Over the course of our engagement, we discovered that there was a disconnect with the community and that the agency’s value proposition to the community was dated and that there were imaging challenges that needed to be addressed. As an economic development agency, the client needed to be seen as a partner to the community, and a re-branding was imminent.
Our scope has since expanded to include marketing transformation, including brand strategy, message development, and community engagement. Our scope also supports the department’s strategic planning process. We’re innovating opportunities to create sustainable brand impact even in the midst of the agency’s crisis response needs.