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Home My WebLink AboutRESPONSE - RFP - P1141 BRANDING FOR LIBRARY DISTRICTNo Text PROJECT LEADERSHIP AND PRIMARY CONTACT Dawn Putney is the main contact for this proposal and welcomes the opportunity to partner with Port Collins Regional Library District as the project manager on this branding project. ABOUT OUR TEAM Dawn Putney, CEO and Spiritual Cheerleader It all started for Dawn in a high school graphic design class in 1981. With her first "real job" as an advertising typesetter, Dawn developed her passion for the printed word and attention to detail. Before moving to Colorado, Dawn worked with some of the largest advertising agencies in Minneapolis, including Carmichael Lynch and McElligott, Wright, Morrison, White. Yet it is her experience with some of the smaller agencies in town that helped her focus her attentions on design as a marketing strategy. In 2,5 years as a graphic designer and marketing professional, Dawn has created award -winning designs and compelling, effective marketing campaigns. Tom Campbell, Chief Creative Officer and FunkmeisterCeneral Sitting in front of the television watching an episode of Bosom Buddies, a young Tom Campbell realized his purpose in life. Tom's true passion is for marketing —magic marker comps, story boards, pitching a new client on a crazy, brilliant idea that will excite the masses and move lots of product. lhirtysomething only adds fuel to the fire. Tom hones his chops and learned from the masters at the Tyler School of Art in Philadelphia. In 1996'Fom moved to Colorado on a lick and a promise and perfected his craft designing everything from packaging for talking Bible phones to logos for puppeteers. At Toolbox, Tom keeps the joint rocking and the inspiration flowing. Becky Jensen, Creative Marketing Manager and Copywriting Commando As the youngest of to, born on a hog farm in central Iowa, Becky knows how to bring order from chaos and make purses out of sow's ears. After growing up in Fort Collins and graduating from Colorado State University, Becky managed corporate communications and brand identities for money men and oil tycoons, then followed her bliss by landing a media relations position at The Nature Conservancy of Colorado. Becky puts her obsessive -compulsive disorder to work at Toolbox, asking all the right questions and telling each client's story in ways that make folks sit up and take notice. Wendy Brookshire, Senior Designer Born and raised in Laporte, Colorado, Wendy is an award -winning graduate of Metro State College in Denver, where she wowed her professors and peers with her creativity, attention to detail and passion for Jamba Juice. After stints in Southern and Northern California, Wendy realized Colorado was the place for her. The MacCyvcr of the team, Wendy is always coming up with solutions that no one else would think of and executing them flawlessly. Bt III I "ohlIimr IIIW III III; ,ar,<on.on,d,,al Icorlopni Il torribrnn1 c)III num I I,IS 11001130X 0iiI`_I1IIVI Matt Kistler, Designer Matt entered this world with the nurturing back -drop of nuclear warheads and missile silos. Raised as anAirforce brat, Matt wandered the country, reminiscent of the Incredible Hulk. Matt's nomadic lifestyle came to an end upon his arrival to Fort Collins, where he began interning at Toolbox, while attending Colorado State University. Matt graduated in May of 2006 and has been rocking out at Toolbox ever since. The Multi -tool Powerhouse of Toolbox— Matt gets the job done, no matter the task: logo design, book interiors, production, or other business collateral. Tanner Ringerud, Administrative Assistant Fresh from a six -week European adventure, Tanner returns to Toolbox with a certain "je ne sail quoi", two film degrees and a willingness to do whatever it takes to make our clients happy. Donna Spivak, Accounting At Toolbox, Donna keeps the beans counted, the cash flow flowing and keeps our vendors happy and our clients on schedule. Monte Mitchell, Production Designer In June 2008, Monte joined Toolbox, working full time for the summer, and 20 hours per week during the school year while completing his design degree at the University of Northern Colorado. Michelle Venus, Account Manager and Purveyor of Surveys Don't ever change the channel during the commercials if you're watching television with Michelle. That's one sure way to lose your hand. To her, a well -crafted spot is a thing of beauty. Telling the story with compelling visual elements and strong content —whatever the media —is why Michelle's career has centered around visual communications for over 25 years. After graduating from Fashion Institute of Technology (New York City) with a degree in Fashion Marketing, Michelle realized that the Devil indeed wore Prada. Rather than trying to fit into Sixth Avenue culture, she made the rounds of New York's agencies and started her career with a boutique design studio, cutting her teeth on clients like Sony, Met Life and Geoffrey Beene. From there, she went on to work with commercial production companies before landing a position as a producer with a post production facility, where she honed her project management skills and saw her work on the Super Bowl. As Account Manager for Toolbox, she is the point of contact for our clients and keeps the communication lines open. l OOHWX C,ii Al VF ( I)i i � wg dhe /iinl ui 11ol, ionoI mark, nnp currnoinn nahons Hot Corner Concepts /Front Range Restaurant Management AUSTIN'S - Contact: Steve Taylor, Partner 3E Fort CollUns, CO 80524uite �RT�L Phone: 970-266-2612 Email: steve@austinsamericangrill.com beer sTReeT FORI COLLIWS, CIAORADII PERFORMERS FOOD BANK Beet Street: Fort Collins Cultural District Contact: Carol Bennis, Executive Director 19 Old Town Square, Ste, 234 Fort Collins, CO 80524 Phone: 970-419-4372 Email: cbennis@beetstreet.org Charter Media Contact: Patty Bullington, Director of Marketing 6399 S. Fiddler's Green Circle Suite 600 Greenwood Village, CO 80111 Phone: 303-323-1402 Email: patty.bullington@chartercom.com Poudre Valley Hospital Foundation (Former Client) Contact: John Stephenson, Development Director (Former) Phone: 303-638-4140 Email: JStephenson@thecni.org Contact: Amy Pezzani, Executive Director 1301 Blue Spruce Fort Collins, CO 80524 Phone: 970-493-4477 Email: apezzani@foodbanklarimer.org 8 limI dsolohoo� 01,11 rnit.,int, :Pon-oolf(oI de,xanpm, n t/nr,- lbw n.i.cnnnn.und ,es I TOOLBOX GRIMIVE I OCAL BRANDING CAMPAIGN EXPERIENCE BEETSTREET In the spring of 2007 Toolbox Creative was contracted by the City of Fort Collins, Colorado, to develop the identity, Web site and marketing collateral for the Beet Street Cultural District. This large-scale municipal branding campaign included the following deliverables: Development of the strategy for selecting the final name for the city entity; logo design with graphic standards; business papers design including business cards, letterhead, envelopes, and notecards;t-shirt design; signage; Web design and development; launch event invitation design; and development of the marketing materials for one of Beet Street's city-wide events, the 2oo8 Peace Corps Family Reunion. Toolbox Creative continues to work with Beet Street to develop strategic creative solutions to raise cultural awareness in Fort Collins. PRESIDIO FORT COLLINS Presidio Fort Collins is a multi -use residential and retail real estate project currently under development in Fort Collins, Colorado. Toolbox Creative was hired by Les Kaplan of Imago Enterprises, the developer of this high -profile regional real estate project, to create theirupscale marketing material. This project included full-scale content development for the marketing pieces including researching demographic criteria for the region and statistics to entice potential buyers to consider investing in the property. Deliverables for this project included: design and content development of comprehensive sales data sheets for hotel, residential, retail and office subsets; illustration of data maps showing regional growth and demographic data; design and content development of over -sized sales presentation brochure; design and development of project fact sheet; press release; and Web site design, development and programming. lNDus rRY OVERVIEW: VifHAf MAKES A LIBRARY TICK? According to "The State of America's Libraries", anAmerican Library Association report released this past April, Americans check out more than 2 billion items each year. Patrons are more frequently making use of libraries' educational and social resources and check out an average of seven -plus books ayear. They also borrow DVDs, learn new computer skills, conduct job searches and participate in community activities. The average annual bill to the taxpayer is $31— approximately the cost of a hard cover book. That's a good deal! New studies also offered more detailed data on public libraries as engines of economic growth, highlighting ways in which library programming in early literacy, employment services, and small-business development contributes to local economic development !OOLBOXCRI/ IVII1'ititio�r,!hefunl uxPitxel[onn(mnIJI"I 4uornnunnzations in urban areas. Other studies show that libraries provide an excellent return on investment, have a measurable positive impact on the local economy, and contribute to the stability, safety, and quality of life of their neighborhoods. A report issued late in 2007 by Indiana University's Kelley School of Business concludes that public libraries are a good value, serving as "an important channel for literacy, education and information." The report estimated the total market value of goods and services delivered by the state's public libraries to be $629.9 million, a return of $2.38 on each dollar of investment." Scott Nicholson (Syracuse University) conducted a 2007 survey and found that over 70 percent of libraries support gaming activity, and broadly define gaming to include board and card, as well as video and Web -based games. While only about zo percent of libraries check out games, over q,o percent run in-house gaming programs. "Libraries that support the recreational needs of patrons through fiction or movies are simply extending these services to ... a growing sector of the population," says Nicholson. Released on September 2, 2oo8, a Bill and Melinda Gates Foundation study indicates that libraries serve a unique and important role in providing free access to all types of information and telecommunications services. The demand for such services has increased significantly with growing need for access to digital and online information — including e -government, continuing education and, as more and more companies require an on-line application process, employment opportunities. Almost 73 percent of libraries report they are the only source of free access to computers and the Internet in their communities. Locally, the Fort Collins Regional Library District had 96,7o3 registered borrowers and 17,175 non -registered borrowers in 2007. There were i,984.577 Page views of the library Web site home page, and 30,551 children participated in 727 programs." 66o volunteers contributed 13,778 hours of community service, and over+o,000 people attended library programs!""" While other libraries state that lack of space is a stumbling block in growth, Fort Collins' residents voted overwhelmingly to add a new i7,4,00 square foot branch at Front Range Village, clearly showing the desire and need for life-long learning opportunities. Public libraries have been and continue to be vibrant and exciting mainstays throughout the United States. These knowledge hubs provide invaluable resources and expertise to residents and improve their quality of life, as well as the economic vitality of the communities they serve. `The State of America's Libraries", American Library Association, April 2oo8 *"w v.lrs.org Library Research Service (Denver, Co) *** Port Collins Regional Library District 2007 Annual Report 10 8wI!,I wolu6ioms lh.,II onhom, aeori,om(,aI davclopmuoI /m vibrar,L c,mmoII 0rs I T001-BOX cm uIVE BRAND EXPERIENCE Today's consumer has multiple choices and can go anywhere to get the products that they need. It's the compelling and authentic experience that makes them choose one brand over another. Branding is more than just ensuring that customers recognize a logo or product name. Branding means creating an emotional association (such as the feeling of success, happiness, or relief) that customers form with the product, service or company. Why does one person choose Starbuck's and another choose the Bean Cycle? They both have lattes. Why go to Downtown Ace Hardware when Home Depot has a much greater selection? Could it be the helpful and knowledgeable employees? Why not go to the story hour at Barnes and Noble instead of the story hour at the library? They make these choices because of what happens to the customer when they're there. It's how they feel when they leave, and it's what provides memories that bring them back for more. At Toolbox, we look at the broad vision of the brand experience. Experience plays a vital role in the marketing mix. It's the consistent narrative across all touch points. We recommend two basic techniques for branding: direct experience and indirect messaging. With direct -experience branding, consumers attribute emotions directly. For instance, when test driving a car or eating at a restaurant, a customer's direct experience influences their feelings toward that vehicle or establishment. The same can be said for a library visit: think of the child who attends story hour. That little boy or girl knows what to expect and looks forward to going to the library, seeing their friends who regularly attend, and then leaving with an armload of books to enjoy at home. Then that child gets to do it all over again next week! Now think of the student who needs help researching a paper. The librarian who points him (or her) in the direction of the right resource materials or demonstrates how to use an on-line database brings that student one step closer to success. He (or she) will be back when the next assignment is due. But sometimes we can't always give users a direct experience. That's when we employ indirect messaging as a branding mechanism. We wrap the experience in a cohesive marketing plan that carries the message across all customer touch points. Perhaps it's poster campaigns, print advertising, or a social networking strategy. These visual cues communicate what the user can expect from the experience, and when developed with compelling elements, will draw new customers in so they can have their own unique and memorable experiences. TOOLBOX GtLAI L I Mm!omq Ow Junll !n foutf' nnl mnr@rtni COMMM H!MlmlR PROPOSED PLAN' R DE-.1/1-1.0'ING AND IPAPi. ral EN] IING A BRANDING CiL,MPA iN METHODOLOGY, PROCESS AND DEVELOPMENT PLAN Our approach to success is Toolbox's proprietary design and branding methodology, BrandFunktion. We have embraced a philosophy which strives to create desire, improve understanding, impact productivity, speak intelligently and eliminate frustration. It is a method for partnering with our clients to create the most effective, efficient and reliable path to get from point A to point B, even when you are not sure where point B is. We follow the Toolbox Creative Proven Process (see p.i5) to guide our clients through the process of creating targeted, creative solutions. The steps are as follows: 1. Discovery z. Brand Development 3. Creative Development q,. Design Implementation 5. Production 6. follow-up and Analysis PHASE 1. DISCOVERY Toolbox Creative starts the journey by analyzing where you have been. In order to create the most effective branding solution, we conduct research to gain a deep knowledge base of your current brand position, history, philosophy, and community culture. We analyze the competitive situation, strengths and weaknesses, current perceptions in the community and existing brand communications. We employ the following steps during this critical discovery phase of the project. Step 1. Doing our homework: a review of existing data We roll up our sleeves, dig in and review all existing information and data currently available to F'CRLD including: past research; city and regional demographics; previous surveys; economic development plans and goals and existing marketing materials. Step 2. Processing the data: analyzing the situation Upon completion of the initial research, we collaborate with you to prepare a creative brief which will be used to document the goals for the campaign, the high-level competitive situation, target audience; environment and opportunities for creative differentiation. We use this document to develop an authentic core message for the branding campaign. Step 3. Checking out the competition: checking in with your neighbors An analysis of the competitive situation helps us better understand where you stand in the current marketplace and how we can help differentiate you from the competition and rise to the top of the class. This information helps us develop the strategic plan. 12 I{r<md SolllII'm, that enlloo e cecn.00m ol.den:lopm ., I /rr,=i-hto"! ronun.unaUCS 1 1 OOLBOX CRI AIIV6 Step 4. Checking in with key stakeholders: playing well with others We get to know Fort Collins Regional Library District well during one-on-one interviews with Library and community key stakeholders. We also conduct a kickoff creative jam session with the committee or parties most responsible for driving the vision behind the branding campaign. During these meetings we work to discover what it is that makes the city tick, and what elements make up its unique character. Step 5. Extending the reach: getting the community's opinion We've found that the best way to get support from the community for new brand messaging is to engage them in the process. The best way to hear what the community thinks is to ask them directly. We will visit both library branches to see first-hand what it is that your customers love (or hate) about the Fort Collins Library District. We will also conduct an on-line survey and downloadable version (for those who prefer good of fashioned snail mail) that asks an extended list of stakeholders to tell us what they think. This final list will be determined byyou, but usually includes business owners, civic organizations, arts organizations, student groups, and other visionaries in the community. This questionnaire is developed using quantitative questions for optimum results. Below are sample questions that could be used. We will refine these as we develop the brand and have had an opportunity to interact with a variety of people —from students to senior citizens, from families to singles. Fverythingwe hear from them is important in determining which message hits the bull's-eye. Which logo best resonates with you personally? Which logo best represents the Fort Collins Library District? Which tagline best resonates with you personally? Which tagline best represents the Fort Collins Library District? Which tagline best captures the spirit of Fort Collins Library District and all it has to offer? Which campaign best resonates with you personally? Which campaign stands out as most unique and fresh? Which campaign is most enticing to non -library users and will encourage them to visit? Which campaign will stay most relevant as the Fort Collins Library District continues to evolve and grow? By engaging the key stakeholders in the project and community, we will become more precise in addressing consumer's tastes when developing marketing materials. The buy -in gives your audience a greater sense of ownership and, while you can't please all of the people all of the time, this community -centric approach increases the likelihood of your constituency embracing the new brand. fool!30X CM A] V1 Pulling the Jun@ Ln /4n(Immif nutrL ltan u6inns is This crucial information helps develop the strategic plan and visual approach that best promotes economic development and community pride. Deliverables include: Comprehensive creative brief Community survey Review and analysis of existing data PHASE 2. BRAND DEVELOPMENT We will consider Fort Collins Regional Library District's value offering from the vantage point of the entire consumer experience. We will help you tell Fort Collins Regional Library District's story. It's not just about the services the Library offers, it is about helping residents, consumers, business owners, and potential businesses fulfill their dreams. Consumers want to know; "What's in it for me"? We intend to tell that story. Dramatically, evocatively, honestly. We will dig deep, do our homework and work with you to determine the message that most accurately reaches in and grabs the consumer's attention. 'lbolbox Creative's BrandFunktion blends research, experience and intuition with just the right amount of funk to create and maintain a brand strategy that stays on track without getting stale by creating an image that: Differentiates your concept with a memorable brand identity. Instantly tells people who you are and what you're about. Effectively delivers the right message to your target audience. Piques the interest of consumers by being clever, not contrived. Clever wins over cute every time. Captures what's special about the Fort Collins Regional Library District. Deliverables include: Strategy meeting with committee Brand implementation plan development Plan for marketing and co -marketing opportunities 14 Bran i dull "llbnn.v,emmmival (eoclopm,Ili /m ,= lb) (I'll comm.un.ili.c.. I TUCI_GGX CRta HVI > Develop project plan with key deliverables Set clear objectives and define success > Define the approach > Conduct initial client Interviews > Review all key data > Perform competitive assessment > Eliot buy In and support from team > Gather information > Project plan > Goals and objectives > Preliminary assessment TOOLBOX CREATIVE PROVEN PROCESS 'codce tualiietioe,° timed p development y' productioR > Perform conceptual > Prototype ideas brainstorming > Visually demonstrate > Map ideas against the nature of the project objectives concepts > Rank ideas based > Refine accepted on criteria concepts including •Identify and select general format, solutions that meet typography, color and prescribed criteria other critical elements > Final selection of appropriate solution > Select final marketing program components and structure •Idea bank of possible > Visual representations creative concepts of the branding > Preliminary solution recommendations > up to three stages of > Secondary"shod-IISC branding solution of conceptual proofs and alterations solutions > Final design solutions > Refine program > Produce all required > Program analysis design elements communication Results backing > Develop elements and printed communications materials what worked, what elements based on > Select print and other didn't brand solution third -party vendors - Now information Application of design and coordinate gathered to appropriate printing of materials > Planning the next collateral steps - Define brand usage standards and guidelines Up to three sets of marketing materials design proofs Brand usage rules and guidelines > Final printed marketing materials %Comprehensive program analysis report > Recommendations for next steps PHASE 3. CREATIVE DEVELOPMENT Original Ideas, Strategy and Creative We congratulate you on pursuing a comprehensive Branding Campaign for Fort Collins Regional Library District and will partner with you to take on the critical task of realizing your brand promise and communicating this to your audience. There will be a feeling of confidence, professionalism and community when your team realizes how your brand is being used consistently locally and regionally, whether it is on your letterhead or Web site. We understand that effective branding is as much an internal function of your organization as it is an external representation and we will work with you to build consensus throughout the ranks of Fort Collins Regional Library District by creating a brand image that inspires. Your brand is more than a logo, a slogan, or marketing collateral — it is something that generates and emphasizes confidence, credibility, and creativity both internally and externally. Visual thinkers prefer to actually see what it is you are talking about. Words are wonderful we're big fans of words here at Toolbox, but images are worth a thousand words.'1'he presentation of creative developed for the campaign will include idea packets that look as good as they read, three to five large logo presentation boards to be revealed at the start of the discussion which support the concepts for each logo sketch with suggested color palettes and ideas for support images. TOOLBOX CI21AIIVE I PuInng dhe fiuil, iat /oIf rr L(II ornrl; tun, aanl Mn it rr oti-oos 15 6 325 Cherry Street, No. 104, Fort Collins, CO 80521 = 970.493.5755 ^ wevw.toolUoacreahve com TO: City of Fort Collins David Carey CPPB, Buyer 215 North Mason St., end Floor Fort Collins, CO 80524 FROM: Toolbox Creative Dawn Putney September 3, 2008 RE: PROPOSAL FOR FORT COLLINS REGIONAL LIBRARY DISTRICT BRANDING CAMPAIGN Dear Mr. Carey: Thank you for the opportunity to submit a proposal for creating a suite of marketing materials for the Fort Collins Regional Library District. Toolbox Creative is dedicated to developing top-notch brand solutions that enhance brand equity for our clients. Throughout this proposal we have attempted to relate to you, as honestly as possible, our plans and commitments. We have a reputation of delivering on our promises and commitments, and we would consider it an honor to do the same for your project. When all is said and done, we will have used our scalable, tried and true process to deliver a unique, effective and sustainable identity and Web site the Fort Collins Regional Library District. The outcome will be creative mat�ktLg materials for your company. i (i� If you have any questions regarding this proposal, please contact me directly. Our promise is to partner with you to develop strategic, creative and comprehensive solutions for this project, and have a little fun while we're doing it. Your consideration of this proposal is greatly appreciated. Sincerely, r Z'1C' Dawn PutneY CEO and President Toolbox Creative Deliverables include: Logo development 'rag line and defining statement development Web site navigation and content/strategy development PHASE 4. DESIGN IMPLEMENTATION We also leverage tools like the Toolbox Creative Workflow Path (see below) and our customized Web -based project management system to organize, orchestrate and implement your campaign. We are true believers that the devil is in the details. These step-by-step processes are the foundation of our branding solutions. Deliverables include: Branding style guide, including typeface and color palette Guidelines for usage and management of the brand Letterhead and business card design Web site graphic design Web site content development for home and main pages Press release design and development Template for do-it-yourself in-house materials Toolbox Creative Workflow Path Proj Pm Interr ect Start Internal Comp Client Review Design Revisions Production Print Prep Client Approval 'et setup Copywriting Client Meeting Incorporate Feedback Revisions Inoorporate Fecdbaek Client signature at Meetings Design Copywriting incorporate Feedback Production Ail Direction Design Production Proofreading Art Direction Proofreading Ideation Initial Client Comp Photography/ 2nd Client Review 3rd Client Review Internal Approval Project erennatorm Copywriting Illustration Client Meeting Client Meeting Ail Direction Finalization Conceptual Design Art Direction Proofreading Production Design Art Direction Design Internal Sigrnun a Digital File Prep Proofing/Peoing Press Check Delivcty 09 Creative Development Production Project Finalization PHASE 5. PRODUCTION 'toolbox Creative develops print -ready, and Web -ready final documents, and works with the best vendors available, preferably within our community to deliver all materials. 16/3Iw'd<otulion,01oientrantruun.orraitn.1.deviloprnenl/111 1100I.IOXCRIAIM, Deliverables include: Print -ready and production files Web site programming, if required Comprehensive Project Management Process: Toolbox Creative Manager Pro Toolbox Creative Manager Pro (TCMP) is the custom, password -protected extranet site where we post project updates, host discussions, view calendars and upload files. Toolbox Creative Manager Pro keeps all project information in one place and makes it easy to track the progress on projects. TCMP on-line project management interface is superior to email when it comes to project -related discussions and a better way to keep everyone on the same page. You can view a sample project in Toolbox Creative Manager Pro: URL: https://aPP7.crmgr.com User name: TCMP Password: TCMP Toolbox Creative Manager Pro Project management is a key piece of the marketing puzzle, and keeping all the parts moving forward together during execution is critical. TCMP allows highly collaborative interaction among the entire marketing team. 1001_13OX Ctl ATIVL ( PiiH:ng tlu; liml in lumIioi:ol mall,re oog o,III III inn: mien-s 17 PHASE 6.EFFECTIVENESS ANALYSIS Following the implementation of your new branding campaign, Toolbox Creative works with you to evaluate effectiveness. We look to the community for response to the campaign, and gather the team to take stock of what worked and what we can improve. To the greatest extent possible, measure the success and collect data. Deliverables include: Well-defined accountability measures and implementation plan BrandFunktion effectiveness analysis TERMS OF PAYMENT We request 25% of the payment up front with an agreed -upon signed contract. The remaining is too e paid incrementally as each phase is completed. It is understood that Fort Collins Regional Library District retains the right to inspect any phase of our efforts in fulfillment of the contract. We further understand and approve the agreement that everything developed for and paid for by Fort Collins Regional Library District is the property of Fort Collins Regional Library District and can not be used without written permission from Fort Collins Regional Library District. 18 13ruuJ wn1.ullon� /!I'N enlurli," ,,ononlI( )I' evclopni.rIli (of � 11)?an6ToniIli Hill ias 11001 BOX GPI-AIIVL Toolbox Creative r � } IV TO(i1.130;�; CIlI t`,l M ( , (; Study IT, 1, Beet Street: THE Fort Collins Cultural District In the spring of 2,007, the newly formed Arts and Culture district in Fort Collins, Colorado hired Toolbox to help develop their brand identity. After a failed attempt with another agency, the eighteen member committee and newly hired executive director needed to rally the troops and get something done. The first step was to agree on a name. Toolbox took the final three potential names and worked up creative rationales for each, illustrating their unique qualities, strengths and weaknesses. We worked with the committee to come to a unanimous consensus in support of the name Beet Street. The name is a tribute to the agricultural legacy of our community — and a time of a significant turning point in Fort Collins' economic history. Just as the cultivation of sugar beets substantially leveraged the economy of Fort Collins at the turn of the last century, Beet Street is poised to do the same early in the list century by mobilizing the cultural arts scene as an economic engine. From there we moved on to creating a visual identity that capture's Fort Collins' unique cultural character. We created materials for Beet Street's grand launch event and are currently developing materials for upcoming Beet Street events, including the -;=8 Peace Corps Family Reunion. beer Me.e r PORT COLLINS, COLORADO 22 P,00dsoluur.!>IIIot",,ol"'fou'ldi,u(opnrnt/"?id lw,mom.wellwsITooILBoxclIlfolvi: _ r logo ~booll"111 w9/Deals COLDS founbn v '> K',l• ( ,, _ ` GVI",'I Its,—xtl I. h. Cen _1.1 i,: lY Pot„o&a9_ �� EPCE beer P 1LV STReeT rv*s s M - GP A �}1 m Tie Pearce Col l �nuly Renmmt ps ( 4' 13, l'1))v010'PIBlC 11ru1C PP0,111AL' I ail b?3: ' 1 la-Tt^i1`O"') pu6upt v-u, 3ooe, P.,* Calif., Cemnee TaIll 111 IT, "'al" 11 a Oa M, o tooth, a hill all p.I, y 11,doelf, p gall, Ichalet ,.DI[o Gns I "llo, I., T. Weil¢, I Ill .hall here lbole,111-Ilrn i. Kenn Oy en TA 'an Call,,—P.... C,ha, connodion " 111 Inge verv",a ceware State VI'll,R v emeilu3 Dl motlle ell 1. flv IOD.I 'a.lfra.,. iM1p P..1. 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I Poling 4hc Illnl nl Jilmn(moI oml' e" i1 t<cumillum If(i Ii o n's 23 '00LBOX CM:Al1VL Case Study V" I DESCENTE NORTH AMERICA In Zoos, Descente, a skiwear retailer in Utah, requested a print ad campaign for their DNA brand, targeted at the free skiing community. We felt that a traditional print ad campaign was not the most effective solution. We wanted to leave the reader wanting more. Our solution was to develop a print campaign that engaged the reader by inviting them to play a game. Readers had to "name the athlete" in a childhood photo of one of DNA's sponsored athletes. Three contestants with correct answers would win the ski jacket of their choice. We designed WinSomeDNA.com, a micro site where visitors would play the game and visit the DNA shopping site to pick out the jacked they'd like to win. By developing this site, we provided Descente with a database of 4,000 - key demo contacts of 16 to 25 year olds, primarily male. This was quite an accomplishment for a Zo year -old company that never had a database. This database is now be mined and targeted for future campaigns and sales tactics. Prior to this project (our first for Descente) we did not even know what free skiing was, but with detailed research and ongoing client communication, we made it work. We now have a strong relationship with Descente and have completed numerous campaigns. fir) Y �Fi k� ty'\r� .5 •. j A,05, 4�W41T F®R e Ix" .idC lak here' I fi°me v=oma oio w�� w rot:o a on. ib�(gm014 eunnovnn Jmmn k qo 0 N 0 to /Ne f Wenn m. Hoe ( eW..rtEuln nekovlYcorl+cka,. aNa 24 (3rnnlf <olutinn., that. c+tlu;.n e ron.ollrieud lfevelnpnuut /In vi.Lmnl canun.icnlh.res 1 1001_BOX CI MIM, 1 OULBOX CR17il IVL I hit img Ah r'juitl i.r Iti-n rtno naf mark ch ig :,)III I) fit iif od i.o as 25 " (OOLBOX GR;:AlIVIF Case S'[udy 011 3 FOOD BANK FOR LARIMER COUNTY "We approached Toolbox Creative with a number of problems regarding our brand identity and public perception in the community. They developed a new logo for our Food Share program, named and branded our agency services program as Food Link and incorporated those logos with the existing Kid's Cafe logo and our affiliation with America's Second Harvest. The impressive result combines all of these elements into one clean, easy to understand logo system that builds on rood Bank's strong identity in the community. Toolbox was professional and fun to work with. They met their deadlines and exceeded our expectations." Amy Pezzani, Executive Director, Food Bank for Larimer County FOOD BANK FOR LARIMER COUNTY IN A MEMBER OF AMERICA'S SECOND HARVEST THE NATION'S FOOD BANK NETWORK FOOD BANK FOOD BANK �Ds� ► FOOD BANK 26 ii,'a P,I �oLll Li.ORs didal 6lLhrAlu P(nl b0uli[[il a vc'iOtull fnf �V> >'i.7)Yn ftl COill mdut.l lJ.&i 1 10011),ox eiIZl-mlm X 4 � FOOOBANK Loga iisaga t{,uldeNne� w w�q�•arw.�w.... wa t X ...... 'R 44 c�YMn r^Mrw q e.nmu+anmm )/�$'jBj�ANK � ® ro� twee q vuenbra..w. ... X " ...... w...w. X FOO A N K r°°�^i'"'^""^"•^ .w.,n�wawm... " FDkB�B f001_13OX (:IZI A)IVE V¢ttin r, the �urL dr 1im olorol mrnLUirr;* commum, ollmll 27 TWO .INEAN[) SCHEDUL-ES It is understood that once the contract has been awarded, this project is scheduled to begin September 25, 2oo8 and will be completed by December 3, 2oo8. The following is Toolbox Creative's project timeline: PHASE 1: DISCOVERY WEEKS 1 — 3 Requests for and delivery of existing data Week i Community survey Weeks i — 3 Review and analysis of existing data Weeks 2 — 3 Creative brief I Situation analysis report Week 3 PHASE 2: BRAND DEVELOPMENT WEEKS 3 — 6 Strategy meetingwith committee — the big picture Week 3 Brand implementation plan development Weeks 5-6 Plan for marketing and co -marketing opportunities Weeks PHASE 3: CREATIVE DEVELOPMENT WEEKS 3 — 6 Logo development Weeks 3-6 Tag line and defining statement development Weeks 3 — 6 Finalize identity and launch to public Week 6 Web site navigation development Weeks 4— 6 PHASE 4: DESIGN IMPLEMENTATION WEEKS 7 —11 Branding style guide Weeks?-8 Letterhead and business card design Weeks 7-9 Guidelines for usage and management of the brand Weeks 8 — 9 Web site graphic design Weeks 7— ii Web site content development (intro & main copy) Weeks 7 — i i Press release design and development Week io Templates for do-it-yourself in-house materials Week ii PHASE 5: PRODUCTION WEEK 12 Web site programming, if required To be determined PHASE 6: EFFECTIVENESS ANALYSIS Accountability plan Week 12 BrandFunktion effectiveness analysis Six- to 12-months after launch At this point you may be askingyourself how we can do all this in only 12 weeks — or maybe even, why? The why is easy —we see this as an opportunity to fulfill one of our core business missions, to support the economic development of Fort Collins and Northern Colorado. The how comes from years of experience as visual communicators — Toolbox is made up of a team of the best designers and creative thinkers in Fort Collins. The case studies, references from our current clients, and list of accomplishments included in this document will back up that statement. 100I_13OX CREATIVE I I II.IS the Jinn m Jiro ct:on.at mIII lerIII g cumnumI, oIEaII 19 ,r I001_13M, CRI P;lIVF Case Study IT, 4 HOT CORNER CONCEPTS Hot Corner Concepts consists of five restaurants in Northern Colorado. They needed us to develop and implement a corporate identity for them and their four restaurant brands. There were unique challenges that this entailed. The partners needed to compete against national franchises with huge marketing budgets and national recognition. Austin's American Grill was competing with Chili's baby back ribs (I want my baby back, baby back, baby back...). To us the answer was clear, tap into the pride of being local. Homemade. Hand crafted. Make their restaurants a unique experience that you couldn't get in the strip mall down the road. Make it the place that you tookyour Mom for lunch when she came to town. Make it Fresh. We implemented an ad campaign that focused on the concept of fresh food (their food is made from scratch every day and you can taste it). Print ads and strategically placed mini -billboards in bus kiosks showing fresh food and local faces helped Hot Corner Concepts grow their business when other locally - owned restaurants quietly closed their doors. Today we are helping them create a database of loyal customers with an email marketing campaign. We are leveraging that database to help them define the appropriate next step for the company. Using Claritas' segmenting and targeting strategies, we will determine which of Front Range Restaurant's four concepts will work best in their newest Northern Colorado location. 0 JAOT CORNER - CONCEPTS-est. 1996 28 B1nudsoh,tlwnF1.h.o1enh.'inrccrnu.omka h,ofIopmu,t/br,-tbrnnt(momiII?hies 11001BOX CRISAlVE [Ea In L<nvlame jiiPorrrokv0 �tl'a-11-el.Iken In., (eaONonagY< 0 1 iba. l.e I! M<u0b< m�eMnp.«eaM ualaa nam<r<Ob 0 np. pe an(e LaekO ntlw.... bl ulvlw m. vev.r. A.al.nt k a xomnm�mp�aap. an'. M /wgrevp cvcob of anyalia. `TA T E LIP litse a e 3 5 f } g dsz t ISP �'d s 84$IN In MIIday Gift Canis, gel a $25 Reward Udiffinate /uryuu. W greet. GIFT CARDS ON LINE TISIMPI, ENlraordiaary ..� r, ' mne cn I r new llwclnvnw na.wmnnonb p! M vm AerwaMnpgq WO.d ooavonvw `Y- G ' OY p< goxevlNml olNa oo<r.l Av.Mi s wow m oolxwmor.colwaxtaro.x a e ro syv rory ea <[ooledoror en<penaxme. ` c5 o [ . u a Imx noeeeemow Amaea<ana oaeoxom SN4v v lanme e.«gnkrw [omo alkp<IMmp.ndk waa ov a nvlki. s. OonWnvle.b ollwm<5n1<Am<ikkn[MNkN<d. $25 lAis Reward Caltifloate Isvotid toward food and Leverages al any of our locations, wadt..,1 iWE1 hakw 162m, 1 � au►�srran 1001 BOX CRFAHVL I Nul m-f lho It furt'l"mol lomlletml" cammulmoions 29 I001_I)OX CIiI hl1UE: lase Siuri,r f,!° ii PRESIDIO MIXED USE DEVELOPMENT —FORT COLLINS, CO Toolbox was contracted to develop marketing materials for Presidio, an expansive new mixed --use development being built in the economic hub of Fort Collins, Colorado. Toolbox developed key messaging and an overall brand image to promote this future development. When all you have to sell is infrastructure, dirt and potential, your marketing materials really need to tell your story in an exciting, compelling way. The project is generating a lot of interest, and is expected to break ground soon. 30 B,o' rI eoluII'm, ih(Il ")11!a m ", oon-omnw, deoclopm.enl /m nibrnoI comm-UIi. IIcs I IObLBOX GRLAI IVE [tlil In Conlrlbule yjj Pof110 Blap " rl XT) Fort Collins Vibrant Nevi Mixed -Use Development mwU-M." oevel"..a S m, I.LInMTune 1 wwn.n- - IiT eL"ou In P.M..—l- 61b Plonx IM1 i, uaetlnmNl A IK+Imr^ rU d v ... rw I -: ilYhrtl% pl 1. FNmCaWrn 1pxl � 1 Aetlel, GII aAr P.�S &1 I11 1 4rynon rl n ly.11l IM � bl vo1 RS -1 v ICn!lii f J'. 1'— '..IInpl 1 n PeAnl < n6 91 I-ne tln.4tl Cd'1.• vial I "Ma0 6�oa1• 'u1.11Rn` r I I P ✓iw:�z rl H rr` � II I velvlil '! nJl^Mil :f Ln muY ! I _ 1 I nnJO ti a..nmi il,, prajM 14061¢d rLC9E PRIMP LOunON N—.1lyr r� uildb„�o �PI3'ri�:, Extlu[I_Story � � Aevili RNnlmlin�\Inrt TOOLBOX CREATIVE I Mming I bmk m QHmnaI m a rketing twmmumcabons 31 Coiporatc,. Identity AIIex IN'S a 'Cs GUTTERS & ROOFING IAIWI�1117 �nZ1Q,� (give 10 INITIATIVE Oe WOMEN with WINGS MUpWngCommvnRyMNojncL CIMTti.lfwly-As GU K; beer STReeT t.'?t "UMS, C.L.fWIQ E �4v F�I gg�y L1,31 RAIN-, SHINE D I: I ,Document O)MANAGEMENT 4 HAppygreenBABY KNIT KITS 32 1>1,1 I I ... is Iho I volt I it, cloptii, w ifmt I b"; III "'wimm I! I,,, 1 1001 13OX CR I A I IV I- Web Site Design and Development AND OX C4�iwEVEI -y��1efq�€ I E WIII'�ENT !k_?J5S_ES yX_�[lGNpV FROM DESIGN TO PROGRAMMING AND SEARCH ENGINE OPTIMIZATION PARTNERSHIPS Toolbox Creative takes a comprehensive approach to Web design. We focus on designing Web sites that operate as an integral, seamless piece of your overall marketing plan. By creating a solid Web presence that accurately represents your brand in the online marketplace, your Web site will look, feel and speak with the same voice as your existing marketing materials. We design all sites in house and have relationships with several great local developers who we select based on how their skills suit the scope of individual sites. Toolbox has developed a wide range of sites for our clients —from simple, clean web presence and microsites, to complex CMS systems and eCommerce packages. We have alliances with two of the most respected Search Engine Optimization (SEO) specialists in the Rocky Mountain west and can offeryou a full range of Web development services including: 1. Web graphic design 2. Web site programming and development 3. Web site concept development, site map, design (if new) or audit (if existing) q,. Web site research (see what the competition is up to) 5. SEO keyword research 6. SEO recommendations (top io seed words, key phrases, tagging) q. Site map recommendations (for searchability and ease of use) 8. Determine content needs and provide copywriting solutions 9. Analytics (monitoring and interpretation) io. Directory listings ii. Pay Per Click 12. Online advertising and sponsorship 13. Online social networking iz,. Blogging, newsletters and other online PR options We can work with you to determine which combination of these Web design, programming and SEO options would work best foryour Web project. Search engine optimization is its own, unique complex animal, warranting its own, deeper marketing strategy that would complement the overall efforts of establishing your brand. Labor-intensive SEO/SEM strategies can run anywhere from $2,500 — $6,000 dependent upon complexity. TOOLBOX CRI.AUF ( PultUnq the /'11)6%n filtilt:m nl n>_nrheh ug contmun i(ft'Oons 33 SAMPLES OF OUR WEB DESIGN AND PROGRAMMING WORK: For on-line examples of our web design and development capabilities, please seethe following URLs: http://www.frameworkstimber.com http://www.rockysoft.com http://www.nceraftsmanship.org/aboutnce.shtml http://www. dnaevolutiontour. com http://www.wirisomedna.com http://www.rainorshinesystems.com http://www.sheshelounge.com http://www.austinsamericangrill.com http://www.enzios,com http://www.themoothouse.com http://www.austinshomestead.com http://www.edulinkforeducators.com Though we're happy to manage and make ongoing edits to our clients' Web sites, many require Content Management System (CMS) sites. These CMS -based Web sites allow our clients to bring day -to day maintenance of their sites in house rather than needing a "web expert" on staff. Using simple and familiar tools, anyone with proper permissions can edit the pages and menu structure of the site. In addition to page content, each page has configurable search optimization options like description and keywords to allow your staff to help optimize your site and maximize your exposure to people searching the web. Some live examples of Toolbox custom CMS sites are listed below (three others are currently in development). For a hands-on demonstration of these CMS systems, please call us so we can arrange an on -site demo. http://www.plshomes.corn http://www.beetstrect.org bttp://www.skypix.tv 34 Ploa?dmdIIIh::.IeI!.,I:r,semi.omrcuId"eelnprnw:i/urrrbloIIa11001_BOX Ci!IiIIVI Fort Collins Cultural District Round 1 Process Summary Monday, March 19, W07 j BORA WINDS Potential. Energy. Spirit The Concept of Bora Winds is all about the unmistakable feeling that something great is about to happen. Bora Winds is the flutter in a performers heart the moment before the curtain rises. Bora. Winds is Potential Energy. Bora. Winds is all about change and power and fluidity. It's dancers and drum circles. It's about unexpected change and forward momentum. Bora Winds is the spirit of creative energythat lifts an artist and their audience and the community up and carries them to an unexpected place. It's about crescendos and Shaman. Bora Winds is fluid and liquid, surprising, ethereal and sparkling. BORA WINDS Descriptor Names Initiative Cooperative Collaborative Assembly Alliance Experience Institute s — — �, s n � r :_ ..._.r Gr'✓, !y.J'�?�� (Mc pia"-F,� 7�.F`.,..r� �4^+--�(A'�i�l-1y` MKT i � <.� / 1--�7>'{� ✓!1^ � L: ✓ ?W Lb+i! PANFII31t" : ✓ c.-�—r . v.. 1� sst c t�/il'tl? YM.]✓WrV.�`✓✓Lti- \ f E 1 l i i - � !l/,Y[%_ 1 � �� A rvr• ftl4 � 4�l^-.� (Tt^ L i �ii. Aw„"�_ ` y' t^l./= i +SMt4'1'� �" t. fl T t rsrvZ- �. yy,x �:ei j :�`✓.,^tX%^.ti, �"'". _„ r ✓�L� w�,....L v.d:jt F�:'rmY _i "'.. � N✓w.�.y }� J _ l i ['�Yf'`!'nv'✓✓� hP/r MANONE, .'�nnP`uS 'a-V.-L�.-. `t b-'.--"-" x�r'"r 6i0fiE^ "`<✓ f.X2-G. tCVDv✓"7 r. 153 224L din±� ( � 'M1t.tY 1"Y�.. j�, L /� / 4 ��j %tii i�i.ry ['N/„4 5''N "f�'✓'n'/-f -a.ff-tom! a b.. g7go'? >ft 5 r p..rl ',YfF�`f��. C- h 5 "X�(1✓u{ V� ^ C rl'vta-y yl'y -V..Vn3✓i- s„��:��.kzUl —- iisroE n BEET STREET The Heart of Fort Collins. The Concept of Beet Street is all about tempo and rhythm and pace. Beet Street is brightly light alleys on a warm summer night. Beet Street is where the cool people are. Beet Street reveals the heart of the city, from the underground up. Beet Street is live music in small parks, cruiser bikes and dogs. It's siting on the patio drinking a beverage and drinking in the sidewalk life. It's an authentic urban experience. Beet Street is where you go to get down and discover hidden gems. It's street signs and slow moving trains. It's cool architectural elements and cobblestones. Beet Street is about exploration. Beet Street is what you discover in Fort Collins, then go home and tell everyone about. BEET STREET Descriptor Names Initiative Collective Community Cooperative Collaborative Alliance Coalition Station Experience Institute PANi6NE 166E_..+— r - �.._... .�,yj^• 4"zr/-41,i'--^ •�/� !v'sti4l.6W � r r ��• -vcn-s+tCte�, ,,e.m,nevrrv�'f-r �3v�t2. •z+.#1 s �' '}' �.?'t. �i `�� e Lt, c mr-,.t.v�.-f c..- r�,,..L„��.,. ,"why` !/I :ti✓bs/Ji ,C'""trffy/ ''`(l l� � � ; S' .E PANTONr' j '� 3-FMM,`.D 7 dtRj V:�✓� U S (�ggvyi vy,vl,ti. I Y ice{: 6vL-fi ti3 C i i j, vi s,,. VS M -sv _ ",• sY .,�r t ��1" � • , � �,- %'_" ate-. �! � � � � c,., � S jrOVtt �.-/„GvLt-Cs s "bY y r3� �',g =a ti ny. -- i✓1YlJ,_i� t � .� , . e �. �;- i A. \ 2 5 PROjE'C'I 13(1!)GEf ANDYC;I I?IN\(E ICV19 NI PHASE 1: DISCOVERY $7,800.00 Community survey $2,500.00 Review and analysis of existing data $2,500.00 Creative brief I Situation analysis report $2,800.00 PHASE 2: BRAND DEVELOPMENT $4,080.00 Strategy meeting with committee and team $680.00 Brand implementation plan development $3,400.00 PHASE 3: CREATIVE DEVELOPMENT $11,400.00 Logo development $8,000.00 'rag line and defining statement development $1,400.00 Web site navigation development $2,000.00 PHASE 4: DESIGN IMPLEMENTATION $12,500.00 Branding style guide $1,700.00 letterhead and business card design $1,200.00 Guidelines for usage and management of the brand $1,700.00 Web site graphic design $4,,000.00 Web site content development (intro and main copy) $2,500.00 Press release design and template development $4,00.00 'Templates for do-it-yourself in-house materials $1,000.00 PHASE 5: PRODUCTION Final printed materials, when appropriate 'Fo be determined Web site programming, if required To be determined PHASE 6:EFFECTIVENESS ANALYSIS $2,100.00 Accountability plan $700.00 BrandFunktion effectiveness analysis $1,400.00 TOTAL ESTIMATED CREATIVE FEES $37,880.00 DONATED I REDUCED FEES FOR SERVICES The total estimated creative time for the projects outlined in this proposal is $37,880.00. In an effort to supportthe FortCollins Regional Library District in your branding efforts, Toolbox Creative will extended a discount of -22%, our standard pricing for non- profit organizations (our regular hourly fee is $85.00, this hourly rate will be reduced to $65.00 for the duration of the project). TOTAL INVESTMENT $28,967.00 Thank you for this opportunity to work with you on this project. We'll clear a spot at the creative brainstorm table foryou. 20 Brnndeululi.onaih.nienlEnnu=uvm.oinCuoldrrelopni.rni,/rrci.bron(rvnnrn.uniars 1 100H30XCR1_A1IVI_ THE FREE RANGE wide open Thinking. The Concept of The Free Range is all about freedom and variety and openness. The Free Range is a self guided space of play. Follow the front range north to Fort Collins and you'll arrive at The Free Range: a cultural campus where literature and performance and art blend in a diverse collaborative— creating a free space for wide open thinking. The Free Range is about big sky and warm inviting buildings. It's opening doors and opening minds. The Free Range is floating down the river in an inner tube. It's snow angels and flying kites. The Free Range is an open book. The Free Range is a full range of emotions, a full range of motion a full range of possibilities. THE FREE RANGE Descriptor Names Initiative Collective Cooperative Village Enterprise Intersection Junction Assembly Society Alliance Coalition Experience Institute } t gy , ze�c'��k PANRINE".; PANipNP" ,. a 37C PAHMNE, ., yy 132C e a� xs a t v a i yy/�.y� L'j'V; PANNNE" �'fti h• /� ✓� . � r `i: (�', y �� "''. -� � �'" 367 C Y =h f� g i v di : V 0 abet �$ feet o Pip. _IARi ' ree 615 lao THE FREE RRN6t bof0. �' T e Free Range .`tie j•ee range �Ae�� THE FREE RANGE The Free Rang - e ae Free Range Realizing Your Brand Promise. No Text 'V LICOMEi(:)1-001-BM[;IREAIWE We'd like to introduce Toolbox Creative, where ideas run big and the deliverables always run on time. At Toolbox your creative needs are fulfilled and marketing budgets honored, all under the loving eyes of research and experience. We understand that it's a balancing act to keep your brand image and messaging consistent and on target while at the same time staying vital and fresh in the minds of your consumers. We work with our clients to define their branding promise, then blend research, experience and intuition to deliver on that promise. Why Toolbox Creative and Fort Collins Regional Library District? Because we are dedicated to working to enhance economic development for vibrant communities, cultural entities and retail districts. Fort Collins is home and we have worked within this dynamic community, including the Downtown Development Authority and many regional companies to help them stand out in a crowded Northern Colorado marketplace. We'd like to do the same for the Fort Collins Regional Library District. Toolbox Creative, Inc. 325 Cherry Street, No. 104 Fort Collins, CO 8o52i Phone:970-493-5755 TOOLBOX CREATIVE OFFICERS Dawn Putney CEO and President 325 Cherry Street, No. 104 Fort Collins, CO 8o52i 970-493'-5755 Incorporated in the State of Colorado Toolbox Creative, Inc. operates under the trade name of Toolbox Creative. Thomas Campbell Chief Creative Officer 325 Cherry Street, No. ioI. Fort Collins, CO 80521 970-493-5755 TOOLBOX CREATIVE'S BUSINESS ENTITY Toolbox Creative is a corporation, in good standing, incorporated under the laws of the state of Colorado. 1001 BOX I'I AIM I PiIIfIIq, the funl in / i , n rG imiu7 mnrk,Jny conem r II i naL i , , t:,' 3 ORGANIZATION'S STRUCTURE AND EXPERIENCE The Toolbox Creative Team Toolbox Creative employs six full-time and two part-time employees. Subcontractors include an account manager and survey strategist, Michelle Venus. A Si IORT HIS -0V Of: 3 (}01 BOX CREATIVE COMPANY BACKGROUND Owned and operated by Dawn Putney and Tom Campbell since 2002, Toolbox Creative, Inc. is a boutique marketing communications firm in Fort Collins, Colorado, founded on the belief that smart branding is smart business. It is about passion, emotion and engagement. We understand that branding, when done well, defines and drives Fort Collins Regional Library District's unique positioning statement and clearly delivers your brand promise. Combine our passion for design and insightful marketing strategy with our commitment to building strong client relationships, and you get an agency that utilizes the best resources for delivering solutions that connect you to your audience. It all started with a love of brand design. We made a promise to ourselves and to our clients that it would always be about smart design. We are not talking about design for design's sake --we're talking about brand design for business sake. We work hard to deliver the best creative services while embracing strategic branding and marketing initiatives using compelling messaging. OVERVIEW OF CAPABILITIES We believe that branding is a core business strategy. Your brand is the promise you make to your clients, prospects and the people within your organization. Using Toolbox Creative's proprietary branding methodology, BrandFunktion, we will work with you to create a strategic plan for establishing and implementing a distinct identity for the Fort Collins Regional Library District. By definition, function is: "Something closely related to another thing and dependent on it for its existence, value or significance." And that is the core philosophy of BrandFunktion — the smooth synthesis of logic and creativity to develop a branding initiative based on the authenticity of your brand promise. Our areas of expertise include: Branding and Identity Strategy, Development and Implementation Marketing Strategy Media and Public Relations Advertising and Marketing Campaigns Web Design, Development and Search Engine Optimization Copywriting and Marketing Collateral (iood'whillolls 1.wlcllhlllIU'eC0110➢i it Rt ti,:VCipll(rll/m,fill "❑io,ollil fill 111's I DESIGN AND PROFESSIONAL AWARDS Design showcased in Print DesignAnnual wof and 2oo8, a national design publication, which emphasizes excellence in design National award for design excellence from Fraser papers Exhibited in An x Ten, One Hundred Exhibits of Fine Paper, an exclusive traveling art exhibit from Olmsted -Kirk paper of Austin, Texas Selected as one of the Top Ten hot businesses in Northern Colorado in 2,004 and 2,005 Dawn Putney was listed in Northern Colorado Business Report's (NCBR) Who's Who in Business in 2005, 20o6, 2007 and 2oo8 Winner in the Art Director's Club of Denver's 2,005 annual design competition Awarded a gold medal for Bible design in the ECPA 2005 Cold Medallion Book Awards Named to Northern Colorado Business Report's Mercury ioo Fastest Growing Company list, 2005, 2006, 2oo7 Putney selected as the Creative Director for the 2oo7 NEXT:AIGA National Design conference Denver culture guide Selected as the FCMoCA studio tour guide design team, 2006 and 2oo7 Design featured in 2oo8 HOW Promotion Design Annual, a national design publication that emphasizes excellence in design AFFILIATIONS AND MEMBERSHIPS American Institute of Graphic Arts (AIGA) member and vice president of the Colorado chapter Fort Collins Rotary After Work charter member Charter member of the eWomen Network Northern Colorado chapterg Fort Collins Museum of Contemporary Art (FCMoCA) Studio Tour committee and donating mask artist Poudre Valley Hospital Foundation Annual Support committee Boys & Girls Clubs of Larimer County Black Tic Bingo committee Food Bank for Larimer County marketing committee Women With Wings marketing committee Charter member of Women Give, a local philanthropy organization Steering committee co-chair, Fort Collins Forever Fund, Community Foundation of Northern Colorado Chairperson and Creative Director AIGA Colorado Design for the Greater Good Sustainable-009Awards show. 1001_I3M Ul ATIV_ I maliap" the lanl en fi�ry tuna! nuni� -I�n� oam uaiin i, r tions 5