North Beach Now, a coalition of Miami Beach residents, business owners and preservationists united in an effort to enact a zoning change designed to improve quality of life through the addition of new housing, walkable streets, public parks, sensible commercial development and inviting businesses in an 10 square-block area of North Beach called “Town Center.”
Revamping North Beach required the approval of voters. This was no small feat given that Miami Beach residents – historically a pro-preservation group – had never passed a comprehensive zoning change of this nature.
Knowing the odds, our team orchestrated a two-month campaign alongside residents, business owners, preservationists and property owners aimed at educating voters and galvanize community support.
Media coverage, voter outreach, digital advertising, content creation, direct marketing and social media engagement all factored into the campaign mix.
We created a North Beach Now website that served as a central source of factual information and a platform for educating the community. We took the time to meet with residents, elected officials and members of the media one-on-one in an effort to explain the merits of our plan. And we undertook a targeted digital marketing and social media campaign that ensured our messages were reaching voters every day.
- The “North Beach Now” campaign garnered a favorable endorsement from the Miami Herald editorial board
- More than 200,000 digital media impressions were achieved for an electorate of just 11,000 people
- Campaign website experienced more than 18,000 website visits over a six week span
- Ballot item was approved by a margin of 59% to 41% — the first referendum of its kind to pass in Miami Beach