Loading...
HomeMy WebLinkAboutRESPONSE - RFP - 7551 TRANSFORT BRANDING & MARKETING SERVICESREQUEST FOR PROPOSAL: 7551 TRANSFORT BRANDING & MARKETING SERVICES AMU IONS 2. scope of work deliverables (continued) BRAND OVERVIEW strate ie marketin lThe brand platform includes g g pan positioning, personality, promise, and the value proposition of Transfort. KEY AUDIENCES (further research needed tO fully define audiences) CHOICE RIDERS BUSINESS LEAD- DECISION/ COMMUNITY EXISTING RIDERS STUDENTS • ERS/EMPLOYERS POLICY MAKERS PARTNERS STRATEGIES SEGMENTED BY KEY AUDIENCES KEY MESSAGES KEY MESSAGES KEY MESSAGES KEY MESSAGES KEY MESSAGES KEY MESSAGES TACTICS & TOOLS TACTICS & TOOLS TACTICS & TOOLS TACTICS & TOOLS TACTICS & TOOLS TACTICS & TOOLS p,';r i. nvmn .. mt inn 2. scope of work deliverables (continued) implementation chart CHOICE RIDERS BUSINESS LEADERS/EMPLOYERS DECISION/POLICY MAKERS COMMUNITY PARTNERS EXISTING RIDERS STUDENTS CHOICE RIDERS BUSINESS LEADERS/EMPLOYERS DECISION/POLICY MAKERS COMMUNITY PARTNERS EXISTING RIDERS STUDENTS Short-term Plan OCT DEC. JAN - MAR : Longer -term Plan YEAR 2 YEAR 3 APR.-- JUNF : rnvnnuuixatnas I Pnpei 2. scope of work deliverables (continued) marketing tools and tactics STRATEGIC MARKETING PLAN • Key messages • Implementation timeline and budget • Measurement and reporting • Title VI tools and tactics integration IDENTITY AND BRANDING • Revised/refreshed Transfort brand platform including positioning, personality, promise and value proposition • Guidelines for integrating MAX with Transfort and future Harmony Road Enchanced Travel Corridor BRT • Graphic standards and guidelines STRATEGIC PARTNERSHIPS • Cooperative promotions • Leveraged resources • Policy maker communication support • Nearby local governments and regional agencies • Speakers bureau COOPERATIVE MARKETING CAMPAIGNS • Research potential partners • Creative concepts to leverage investment • Sales packet/support materials • Bi-lingual outreach SOCIAL MEDIA • Strategizes to maximize current tools • Content and engagement strategies • Identify new tools for engagement I _ nI' uv1 u u A'un" 2. scope of work deliverables (continued) marketing tools and tactics (continued) ONLINE PRESENCE • New web design/graphics for existing site • Content recommendations • Coordinated strategies for promotion of Transfort's app technology • Custom gaming app • Trip planner function • Real-time next bus arrival information • Integrated marketing efforts with FCTrip PUBLIC RELATIONS • Tools to work with City Council and other community leaders • Comprehensive media strategies —local and industry focused • Community events • Ambassador program to leverage existing support • E-newsletter template, editorial planning and writing support VIDEO • Short videos for online and YouTube • Produced commercials for local ad buy MARKETING RESEARCH • Audience research • Best -practices • Data -driven adjustments MARKETING MATERIAL • Posters • Rack cards • Route maps • Permanent public displays and signage • Leverage City facilities and tools to further reach • Paid advertising schedule and designed ads • Event materials J�� ..rmvxc poge U 2. scope of work deliverables (continued) sample campaign WTF?! WHAT THE FORT?! CAMPAIGN Attention getting and versatile, this potential concept reaches beyond any campaign Transfort has used. It also lends itself to fun community events and promotions around safety, convenience and affordability. urloon A55QO �Pe � event AUDIENCE • Young professionals; employees who work near transit corridors • Current riders/students TACTICS •Commercials on local media channels • Videos on Vine/YouTube • Social Media: Facebook ads, promoted Facebook posts, sponsored Twitter posts, custom hashtags Rwhatthefon) • Urban assault event including races, obstacle courses on big wheel, etc. • Web based app, QR codes to register to earn points for DBA bucks/mall gift cards • Anonymous online bus gaming with your bus -mates (think competitive Angry Birds with riders incognito) pq I� •y.a ¢unuc,!,u ations ■ ■ ■ 2, scope of work deliverables (continued) Sample event ■ ■ LAUNCH DAY MEET MAX ■ The grand opening and launch of MAX needs to be inclusive of the whole community. The Mason Corridor will be alive with local food and entertainment at each station. AVIP reception and public ribbon cutting ■ compliments other efforts including contests, special guests, and online interactive activities. ■ n iIlve 'Ood truck 5tatlon at each bad , OK code aGGe +ton triteraotive 1o+est �t itde, oon event TACTICS: LEAD UP PROMOTIONS • Poster • Invite to VIPs • Ads • Videos • Viral marketing — social media, "pop up" events that build to the main celebration, promotion through Transfort's current riders and bus drivers, etc. TACTICS: DAY OF EVENT • Signage on Transfort for a month before • Social media coverage • Swag • Food cart and live music at each station • Music/live events — mini events • Press event • City Council members ride bus and hand out free swag • Photography & videography • Big fat giveaway— ride MAX for free a year x 1411 giveaway per station) ,i._ .r.�..m....:�e:..a page 11 2, scope of work deliverables (continued) research LESSONS LEARNED: BRT ROARING FORK VALLEY: VELOCIRFfA Dawn Mullally Chase Marketing & Communications Manager Roaring Fork Transportation Authority "What we found really important was to find a hook early on with our different stakeholders. Our community is very environmentally -minded. Instead of more roads, we need more public transportation options to serve our different communities." EUGENE: EMX John Evans Senior Project Manager Lane Transit District "Our Congressman cut the BRT ribbon with the bus --we let him drive it 20' and officially kick off service. We also had business and local attraction maps at each station. Unfortunately, that was hard to maintain with business turn over and limited staff resources." ■ I■ ■ : 3. fications & ex erience quali p ■ We have a keen, unparalleled understanding of your needs ■ and challenges. ■ We are a unique public relations and marketing firm that has its roots in government communication. We have experience with ■ Fort Collins community campaigns and access to personal connections with media, community organizations, and influencers to maximize your marketing efforts. We have long standing relationships with many local, state, and federal agencies that ■ comprise your stakeholders. ■ We understand the intricacies of working for local government —the importance of process and collaboration; the necessity of ■ good stewardship of time and resources; and the impact of public perception. Slate is a majority women -owned business, with ■ a Disadvantaged Business Enterprise (DBE) certification in process. .1"m.� I ".."! IJ 3. qualifications and experience ((:ontinued) We have a personal connection to Transfort, MAX, and the Mason Corridor. Back in 2006, members from our team met with a couple of City of Fort Collins planners to talk about a project that was loosing momentum. We discussed plans to turn public opinion; to change the identity of the Mason Corridor from a transportation project into an economic health initiative. From that day forth, we were hooked. From 2006-2013 we spearheaded communication support of the Mason Corridor and MAX including: • Logo and brand development • Events: Tour de Mason 2008, Taste of Mason 2012 • MAX construction communication 2011-2013 • Public engagement: MAX station art outreach, Midtown plan marketing • Stakeholder engagement: Naming process for Spring Creek station, more than 100 community presentations, City Council updates Beyond just MAX, we've been a part of Transfort's system -wide com- munication efforts from the grand opening of the CSU Transit Center to the FLEX logo and branding. CORE SERVICES • Brand identity and messaging • Marketing strategy and implementation • Community engagement campaigns • Graphic design • Logo development • Web design • Social media strategy and management • Public relations • Copywriting • Event planning • Meeting facilitation • Best practices training • Trade show & exhibit design • Photography • Video production City -County Communications and Marketing Association (3CMA), four -time SAVVY recipient American Advertising Federation Gold Award (Addy) Marketing & Communications Professionals (MARCOM) Platinum Award Society of Publication Awards (Gold, Silver & Honorable) Golden Ink Awards (Gold, Silver) American Public Works Association, Colorado Chapter Slate was founded in March 2013. page 141--51aICCNillmnliltlrmc 3. qualifications & experience (continued) example of our work MASON CORRIDOR/MAX BANDING & CONSTRUCTION COMMUNICATIONS may STRATEGY & SUCCESS The Slate team was behind the brand development and overall communica- tion for Fort Collins' largest public works project in history. It included a complex mix of construction and coping mes- saging with an underlying focus on the larger economic development impacts presented through a consistent, recog- nizable brand. Date 2006-2013, City of Fort Collins Contact Erika Keeton Special Projects Engineer City of Fort Collins 970,221.6521 ekeeton@fcgov.com No Text 3. qualifications & experience (continued) example of our Work TRANSFORT MARKETING & FLEX BRANDING FL8>fr Lale nlghl eeldce available on B6elee 3 s 6 ft,. t mlbanslotl 221 6620 STRATEGY & SUCCESS The Slate team assisted Transfort in- house marketing with the development and design of retro campaign market- ing late night service. Promotional ef- forts included coordination with ASC- SU and event displays. Our creative director also designed the FLEX logo and brand which integrates easily with existing Transfort materials. Date 2006-2013,Transfort Contact Holly Milne Public Relations City of Fort Collins 303.709.4240 hmilne@fcgov.com ],.gU 16 1 _I., . 11LLI.... nitl':nwu. 3. qualifications & experience (continued) example of our Work CITY OF FORT COLLINS BRANDING Fort Collins STRATEGY & SUCCESS When the City of fort Collins hired an outside firm to develop a community brand in 2008, the community was left underwhelmed by a new logo and without an implementation strategy. The founders of Slate Communi- cations transformed a packet of ideas and concepts into a comprehensive brand imple- mentation strategy. From developing graph- ic standards to creating a photo library, from coordinating a practical timeline for replace- ment of materials to launching new tools, from A to Z, Slate Communications brought a brand from idea to reality. Brand strategy and rollout presented at numerous national government conferences Marketing & Communications Professional (MARCOM) Platinum Award Date 2008-2013, City of Fort Collins Contact Kelly DiMartino Assistant City Manager 970.416.2028 kdimartino@fcgov.com slat Y ea n:.at I page 1 3. qualifications & experience (continued) example of our Work IS IT WORTH IT? FIREWORKS EDUCATION CAMPAIGN STRATEGY & SUCCESS In response to increasing complaints about noise and safety concerns relat- ed to fireworks, the City of Fort Collins launched an educational campaign to discourage personal use. The campaign focused on the safety risk, the potential fine, and the impact on neighborhoods and pets to inform the community that all fireworks are illegal within city limits. SAVVY Award, City -County Communications and Marketing Association (3CMA) Date Created in 2012 Contact Beth Sowder Neighborhood Service Manager bsowder@fcgov.com 970.224.6046 FORT COLLINS HOUSING AUTHORITY Project: Redtail Ponds Communication FC H A Contact: Kristin Fritz, Senior Project Manager FORT COLLINS kfritz@fcgov.com,970.416.2910 Date: July 2013 — present di ll i dul, iA Project: Community Report Lky Contact: Deni LaRue, Community Information Manager dlarue@larimer.org, 970.498.7150 Date: April 2013— present MERITAGE SYSTEMS Project: Web re -design and Strategic Communications Plan MERITAGE Contact Gary Kaiser, President 3. qualifications & experience (continued) gkaiser@meritagesystems.com, 970.682.3310 Date: April 2013— present clients BIZWEST MEDIA BIZWEST Project: Net Zero Cities Conference N,j I D IA Contact. Jeff Nuttall, Publisher nuttall@ncbr.com, 970.232.3131 Date: April 2013 —present TOWN OF WINDSOR N() WVa Project: Pro Challenge Photography and Social Media Contact Melissa Chew, Director of Parks, Recreation &Culture COLOR no mchew@windsorgov.com, 970.674.2400 Date: August 2013 FORT COLLINS SYMPHONY Project: Strategic Communications Plan & Creative Deliverables Contact Carrie Newman, Executive Director cnewman@fcsymphony.org, 970,482.4823 Date: April 2013— present ,., ray , - ,:...: Pf 4. list of personnel Meet your marketing team. *resumes on page 21-24 CLAIRE THOMAS ROLE: PROJECT MANAGER Claire has ten years of community relations and marketing experience. Engaging diverse audiences with traditional communications tools and social media, she takes on complex content, political issues and new initiatives with gusto. 6 RYABURKE ROLLEV CREATIVE DIRECTOR Ryan has more than 16 years experience in creative marketing, graphic design and photography. Designing for Billboard Communications, Ziff Davis Media and not -for - profit organizations. ` KIM NEWCOMER ROLE: STRATEGIC MARKETING Kim has more than 15 years experience in strategic communications and marketing. She has proven success blending traditional communication tools with progressive engagement techniques to help governments and public agencies connect with their audiences. GARY HUCK ROLE: GRAPHIC DESIGNER Gary's experience with high -profile, leading -edge brands brings fresh perspective to attracting new markets. YVONNE PAEZ ROLE: TRANSLATION SERVICES Yvonne is known throughout the region for her expertise in communicating with non- english speaking audiences. BOUNDLESS ROLE: WEB APPLICATION DEVELOPMENT Efficient and flexible, the Boundless team provides high -quality custom web development. Claire Thomas PROFESSIONAL HISTORY 425 W. Mulberry St. March 2013— Present: Pfincipal/Founderof Slate Communications. Fort Collins, Colorado Suite 205 A marketing and public relations firm specializing in strategic community communications including non -profits, for profits, local government and Fart Collins, CO 80521 non -governmental organizations. July 2012—March 2013: Public Relations Coordinator, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado T. 970 797 2015 Communications manager for the Mason Corridor, a five mile economic initiative and MAX bus rapid transit construction, an $87 million feder- C: 970 2215686 ally and locally funded transit system. Office of the Mayor communications support --speaking points, presentations and special event planning F: 970 797 4924 and implementation. Claire April2007 —July 2012: Marketing and Publicity Specialist, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado @slatecommunications.com Communication strategy and marketing plans, social media, high profile clients, contentcreation, special event planning and broadcast experience. January— April 2007 Communications, Fort Collins Regional Library District. Fort Collins, Colorado Transitioned libraryfrom a City department to an independently -funded Library District. All communication between new Board of Trustees, Library administration, and the public. August 2005—July 2006 Community Relations Manager, Barnes & Noble Bookstore, Loveland, Colorado Liaison to schools, businesses, non -profits. Implemented corporate communications and marketing programs and policies. Event planning: story times, author visits/signings, holiday programming, fundraisers. EDUCATION B.A. Communications, minor in Women's Studies, The Women's College atthe University of Denver, Magna Cum Laude, 2005 T:I���T:l��yi•`li�l�4•���1!1�1�3.».�11_�►�CFL Responsible for brand recognition, marketing campaigns and market visibility Management of community relations & relationship development Implementation of community programs and special events Creation and management of websites, social media, traditional media REFERENCES Megan Bolin —Redevelopment Specialist, City of Fort Collins, 970.221.6342, mbolin@fcgov.com Keith Meyer— President, Ditesca Services, 970.988.8605, keith.meyer@ditescoservices.com Jeff Nuttall — Publisher, BizWest Media, 970.232.3131, jnuttaIl@ncbcuom ��mvmnnm„n.wrfn..c l 1,xge 21 Ryan Burke PROFESSIONAL HISTORY 425 W. Mulberry St. March 2013— Present: Creative Director/Founder of Slate Comm uni cations. Fort Collins, Cc I orado Suite 205 A marketing and public relations firm specializing in strategic community communications including non -profits, for profits, local government and Fort Collins, CO 80521 non -governmental organizations. 2005-2013: Graphic Specialist, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado 1 970 797 2015 ArtOirection and design of print and online media. Creation of City brand identity, pent collateral, community outreach, interactive apps, websites and C: 970 219 2132 photography. Other responsibilities include client relations. F: 970 797 4924 2001 —2005: Art Director, aisle9 Marketing Design. Fort Collins, Colorado cryyan Art Direction and design of print and online media. Creation of brand identity, print collateral, trade show booths, interactive presentations, and @slatecommunications.conl websites. Other responsibilities include client relations and direction of photo shoots and illustrations. 2000— 2001: Associate Art Director, Ziff Davis Media. New York, New York Design of covers, feature articles and department sections, redesign of magazine feature wells and department pages, production, consulting with the editorial dept. and production dept., directing photo shoots and illustrators, and co -management of art department. 2000: Web Designer, Bluefly.com. New York, New York Design of features and department pages, design of online and print promotions, brand identity design,. redesign ofthe website, consulting with the editorial and marketing departments, and directing photo shoots. Other responsibilities include online production and management ofthe production department. 1997 — 2000: Art Director, Billboard Communications, New York, New York Design of features and department pages, design of online and print promotions, brand identity design, redesign of the website, consulting with the editorial and marketing departments, and directing photo shoots. Other responsibilities include online production and management ofthe production department. EDUCATION BS in Specialized Studies, Design and Media Art, Film Minor, Ohio University Cum Laude, 1997 Commercial Photography Degree, Fort Hayes Visual Arts Center, Columbus, OH, 1993 RELEVANT SKILLS AND EXPERIENCE Brand creation and implementation Marketing conception and strategy for SEMA Show (Las Vegas), PDN Photoplus EXPO (NYC), EnvirOvation (Fort Collins) Photography and videography, shooting and editing REFERENCES John Stokes— Natural Areas Department Director, City of Fort Collins, 970.221.6263, istokes@fcgov.com Doug Ernest President, Poodre Landmarks Foundation, 970.22.0533, ernest.doug@gmail.com John Litel — Public Relations Coordinator, City of Fort Collins, 970.221.6875, jlitel@fcgov.com I■ I■ Kim Newcomer 425 W. Mulberry St. Suite 205 Fort Collins, CO 80521 1970 797 2015 C: 970 6313979 F: 970 797 4924 kim @slate c o mm u nic ations.com PROFESSIONAL HISTORY March 2013— Present PrinctpeVFounder of Slate Communications. Fort Collins, Colorado A marketing and public relations firm specializing in strategic community communications including non -profits, for profits, local government and non -governmental organizations. March 2011— March 2013: Communications and Public Involvement Manager, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado Responsible for Citys overall public relations, public engagement, and communication strategy and implementation. June 2006— March 2011: Public Relations Coordinator, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado Created and executed public relations and community awareness campaigns and programs. Developed City of Fort Collins social media policy and program. October 2005—June 2006: Executive Director, Operation Healthy Communities (OHC). Durango, Colorado Coordinated regional planning effort where community leaders and residents discuss and define solution to critical community issues; oversaw community -wide collaboration to implement solutions. August 2002— October 2005: Director of Tourism, Durango Area Tourism Office (DAT0). Durango, Colorado Developed and implemented annual strategic marketing plan and operating budget. February 2000— November 2001: Sponsorship Manager, Vail ValleyTourism & Convention Bureau. Vail, Colorado Designed and managed advertising campaigns and sponsorship agreements for Vail Valley's summer events. September 1998—January 2000: Partnership Marketing Coordinator, Meeting Professionals International (MPII. Dallas, Texas Developed professional partnerships with corporate sponsors to secure conference funding support totaling $5 million. EDUCATION Bachelor of Science in Business Administration, Marketing, University of Denver, Magna Cum Laude, 1998 RELEVANT SKILLS AND EXPERIENCE Proven history of developing and implementing effective communication and marketing plans including paid advertising, public relations, and coopera- tive marketing Experience in brand development and implementation as well as building brand awareness Skilled in creating campaign content for muhiple channels including: website, social media, print materials, advertisements, etc. Success in policy development and stakeholder engagement REFERENCES Kristin Fritz— Senior Project Manager, Fort Collins Housing Authority, 970.416.2910, kfritz®fcgov.com Deni LaRue— Community Information Manager, Larimer County, 970.498.7150, dlarue@larimecorg Gary Kaiser— President, Meritage Systems, 970.682.3310, gkaiser®meritagesystems.com I n^S,. _13 I GRAPHIC DESIGNER Gary Huck 4730 Portland Dr. Hood River, OR 97031 541.399.2440 gary@modifiedinstance.com PROFESSIONAL HISTORY Current: Independent Designer, Hood River, OR 2011-2013: Creative Director, Slingshot Sports, Hood River, OR 2007 - 2011. Interactive Design Director, Struck, Portland, OR 2004 -2007, Art Director, Summit Projects, Hood River, OR 2002-2004: Art Director, HZDG, Washington, DC ASSIGNED TO THESE ACCOUNTS AS A DESIGNER • Nike • Norwegian Cruise Line • CLIF Bar • Ouaker Oats • CamelBak • Pepsi, Heineken • Keen Footwear • GM • Dr Martens • The Ad Council EDUCATION EIS in Visual Communications, Ohio University, 1997 REFERENCES Mike Kern, Founder and Creative Director, welikesmall, 801.673.8588, mikwavvelikesmall.com Jim Kimball, CEO, Slingshot Sports, 541,399.2419, J.Kimballraslingshotsports.com Abe Levin, Interactive Design Director, Struck, 971.219.3235, abelevinl@gmail.com TRANSLATION SERVICES Yvonne Adriana Paez 2848 Zendt Dr. Fort Collins, CO 80526 970.204.0212 paeztranslations0comcast.net PROFESSIONAL HISTORY 1995 - Present: Owner, PAez Translations and Language Services, Fort Collins, CO 1992 - 1993: Operations Assistant, Ramiro Aviles Petroleum Exporting Agency, Oudo, Ecuador 1987 -1990: Special Response Team Lieutenant, United States Army Armored Center, Fort Knox, KY RELEVANT SKILLS AND EXPERIENCE • 20+years of experience as Spanish<>English translator and interpreter • Provided 200+ clients with top quality translations and interpretations • 15 years of cultural immersion in Latin America 1�11III���iUl@J Certificate of Latin American & Caribbean Studies, Colorado State University, 2007 Bachelor of Science in Animal Sciences, Colorado State University, 1986 REFERENCES Patty Netherton, Municipal Court Administrator, City of Fort Collins, 970221.6800, pnetherton@fcgov. corn M. Dixie Schmalz, Ph.D., 970,669.0710, mill schmatz0yahoo. com Rachel Mitchell, Former Director of Member Programs, Colorado Livestock Association, 970.417.7373, remitche11514@gmaii.com WEB APP DESIGNER Paul Keck, Boundless LLC. 112 N. Central Ave #400, Phoenix, AZ 85004 408.588.2445 oa tilk0getboundless.c om RELEVANT SKILLS AND EXPERIENCE • 17 years experience with web, software, and systems development • Client -side web technologies: Backbone.js, HTM1_5, CSS3, JavaScript,RequireJS, jQuery, zepto.js, Sencha Touch • Server -side web technologies: Node.js, Express, JavaS- cript, PHP, Zend MVC framework, JSP, ASP.net, ASP • Servers: Node.js application server, Apache, IBM Web - Sphere, HIS lo��r�ariarraar�.� • Group Track • Championship Tennis Tours • Ultimate Box Breaks tennistours.com • ECOtality North America • BikeForce Bicycle Couriers EDUCATION BSEE w/ Computer Option, Marquette Univeristy, 1996 REFERENCES Garrett Beauregard, SVP Engineering, ECOtality NA, 602.380,8636 Bon Shostack, Owner, Group Track LLC, ron.shostack@gruuptrack.com Scott Bova, President, Triangle Education Foundation, 317.837.9641, sbova0triangle.org pes,' 24 1 .4unwmncNi. 5. organization chart KURT RAVENSCHLAG: TRANSFORT GENERAL MANAGER TIMOTHY WILDER: TRANSFORT PROJECT MANAGER CLAIRE THOMAS: PROJECT MANAGER • Point of contact • Research • Public relations • Strategy • Project meetings • Planning and copywriting • Brand development • Reporting • Special event planning • Concept development • Advertising buys and cooperative marketing KIM NEWCOMER: STRATEGIC MARKETING • Strategy • Public relations • Brand development • Research • Concept development • Multi -channel marketing • Social media • Copywriting RYAN BURKE: CREATIVE DIRECTOR • Strategy • Web design • Brand development • Mobile integration • Concept development • Research • Graphic design • Video production YVONNE PAEZ: TRANSLATION SERVICES • Multi -cultural com- • Translation services munication strategy GARY HUCK: GRAPHIC DESIGNER BOUNDLESS: WEB DEVELOPER • Graphic design • Web application development 1 PeKe 35 I■ 7551 Transfort Branding and Marketing Services I September 17, 2013 . Selection Committee: Thank you for the opportunity to submit a proposal for Transfort Branding and Marketing Services. Slate Communications is a different kind of marketing/public relations firm. We worked together as the creative team at the City of Fort Collins for six years and helped propel the city to the top of dozens of "best of" lists. After years of working together on successful, award -winning campaigns, we decided it was time to help other organizations and communities tell their story and get noticed. We have intimate knowledge of the Mason Corridor, MAX, and Transfort, and bring a unique skill set to this . project including: • Government experience • Personal relationships with key stakeholders • A balance of marketing and public relations experience and skills . • Disadvantage Business Enterprise (DBE) certification (in progress), we are a majority women -owned business. . We're pleased to present the following proposal in which you'll find: . A thoughtful, strategic, and comprehensive approach to marketing . Deep knowledge of existing Transfort and City of Fort Collins processes . • New ideas and concepts unlike anything you've seen from our team previously • Strategies to integrate MAX and Transfort branding and marketing as well as concepts to capitalize on the final months of MAX construction activities We are ready to hit the ground running and work with Transfort staff to make regional public transportation the viable, efficient, fun experience it's meant to be! We also acknowledge the receipt of Addendums No. 1 and No. 2, released September 16. Most sincerely, CtA4, 6 AL4(f'� Claire Thomas Principal I Founder Slate Communications COMMUNICATIONS 425 W. Mulberry St. Suite 205 Fort Collins, CO 80521 1970 797 2015 C: 970 221 5686 F: 970 797 4924 claire @slate com mu nications.com Proposal: TRANS-100 6. availabilit Slate is ready to hit the ground running. Transfort will be our number one client. Our team is dedicated to this project and has bandwidth to make all this talk a reality. Slate has strategically scheduled deadlines of our other clients to create the necessary capacity for this contract. Our team is more than ready to give the time and dedication needed to make your marketing efforts successful. The Slate team is available during the week of October 7 and welcomes the opportunity to meet the interview team at their convenience. p--"I i !. w Axo" OCT-DEC JAN-MAR APR-JUN JUN-DEC STRATEGIC PLANNING, CONCEPT/CAMPAIGN DEVELOPMENT Strategic planning; plan development 120 10 10 10 Brand development 45 10 0 0 Campaign concept development 40 35 0 0 Graphic design 55 45 30 45 Content creation 25 25 25 25 SUBTOTAL 285 125 65 80 IMPLEMENTATION Copy editing 20 30 25 40 Graphic production 20 30 30 45 Event management 0 0 25 20 Meeting facilitation 0 5 5 5 Social media management 10 20 20 35 Research 30 0 5 0 SUBTOTAL 80 85 110 145 ADMINISTRATION Project management 35 30 30 60 Meeting attendance 18 8 8 12 Reporting 6 6 6 6 SUBTOTAL 59 3 44 44 78 ..n++,: fi: I nag,,37 No Text table of contents 1. METHOD & APPROACH 2. SCOPE OF WORK..........................................................3 3. QUALIFICATIONS & EXPERIENCE .........................13 4. LIST OF PERSONNEL.................................................20 5.ORGANIZATION CHART...........................................25 6. AVAILABILITY.............................................................26 7. ESTIMATED HOURS BY TASK................................27 ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ • 1. method & ■ approach You will always be our top priority. AN EXTENSION OF YOUR STAFF You deserve a marketing team that operates like off -site staff. To be successful, you'll need a team that is available for both pre -planned strategy sessions and for last minute deadlines. We're that team. Your success is our first priority. COMMUNITY -FOCUSED We have a passion for Northern Colorado and have established rela- tionships with many individuals and organizations; we plan to leverage those connections to make your marketing efforts successful and cost- effective. We're familiar with this community and understand its nu- ances, its preferences, and its quirks. COLLABORATION We listen first. Always. We're ready to bring our expertise to the table, and we recognize the value of yours. We believe that marketing efforts are most successful when both content -experts and the creative team work together to fine-tune strategy. SUSTAINABILITY Beyond a buzzword, sustainability is a core value of our approach. We'll reinforce the City's leadership position through both words and actions. We walk the talk in our daily operations, and will continue to do so on this project. DATA -DRIVEN Our methods are grounded in thoughtful research and measure- ment. We will discuss objectives and metrics up front and adjust strategies accordingly. 1-J.VIl111llLtY'..l�Llll4 w�V �- 1. method & approach(coli 11ll1P,d) PROJECT MANAGEMENT Program Claire's number into your phone: 970-221-5686. As your single point of contact, Claire will orchestrate the necessary resources and details to make your marketing efforts successful. STRATEGY DEVELOPMENT For each and every projectwithin this scope of work, you'll have access to and support from an experienced creative team. The team will support the effort from research and strategy through implementation and reporting. Read more about us on page 13. BUDGETING We understand the importance of strategic, cost-effective marketing. We are intimately familiar with the City of Fort Collins' budgeting and financial processes. We will stay within budget, leverage funds through partnerships, and report on every dollar spent. REPORTING Not only will we track monthly expenditures and provide an eight -week look -ahead per the RFP, but we will also show the effectiveness of your marketing expenses through pre -established performance measures. COMMUNICATION Just like large-scale construction projects, we start our contracts with a "partnering meeting." Key players from the Transfort team would meet with the founders of Slate to establish relationships and roles. Throughout the year, this group would reconvene to discuss progress and adjustments as needed. We believe in the value of face-to-face interactions and would gladly attend weekly or twice monthly meetings per the RFP. Additionally, Slate is available 24/7 via email, cell phone and in person. _, I ..nnnu.. ncat ,, 2. scope of work Deliverables you can count on. DELIVERABLES Per the RFP, this proposal includes the following deliverables: • Short-term Strategic Marketing Plan: Now through the first month of MAX operation • Longer -term Strategic Marketing Plan: Year 2 & 3 • Strategic Brand Development - Transfort brand development - Transfort/MAX integrated branding strategies - Consideration of Harmony Road Enhanced Travel Corridor future BRT service These three major planning documents would include: • Strategic Marketing and Communications Planning - Transfort/MAX integrated marketing strategies - Multi -channel marketing - Cooperative marketing - Implementation timeline - Performance measures • Strategic Public Relations Plan - Transfort/MAX awareness and education - Transfort policy goals and public engagement • MAX Launch Campaign • Web Site Design and Content Recommendations • Graphic Design Services Finally, this proposal also includes time allocation for research and project management. 2. scope of work deliverables (continued) goals ENHANCE IMAGE Transfort aims to thoughtfully develop and refine its brand platform, and build brand awareness in the region. It seeks to increase its community presence and establish itself as a true partner. INCREASE AND EXPAND RIDERSHIP Between the financial ups and downs of car ownership and increasing private investment and infill along transportation corridors, Transfort has a huge opportunity to strike while the iron is hot. Young professionals, active retirees, and employees across the community are Transfort's new markets. INTEGRATE STRATEGY Expanding service options with Bus Rapid Transit comes with opportunities and challenges. Transfort seeks to unify its brand image while leveraging the momentum of the new MAX service. Integrated strategies around core and expanded transit options will assure that the entire system, not just one component, experiences success. POLICY LEADERSHIP The City of Fort Collins has taken great effort to continuously develop and update strategic community plans. Transit plays a core role in these efforts, and is integral to accomplishing goals such as increased sustainability (human, economic and environmental), providing multi - modal options, reducing greenhouse gases, and encouraging transit oriented development, to name a few. It's important that Transfort continues to play a leadership role in crafting city and regional policies related to transit. , ,.4 1 rnmrtwnra[inns 2. scope of work deliverables (continued) key audiences CHOICE RIDERS As Transfort looks to increase and expand ridership, it must look to new market segments — segments that are not traditional Fort Collins transit users. • young professionals (late 20's-30's) • Active retirees • Residents in Southeast Fort Collins BUSINESS LEADERS/EMPLOYERS Business leaders play an influential role in community development, and large employers have direct communication with thousands of po- tential bus riders. DECISION/POLICY MAKERS The Harmony Road Enhanced Travel Corridor, as well as other poten- tially significant changes in operation, require the approval and buy -in of elected officials and community leaders. COMMUNITY PARTNERS Business associations, community organizations, local governments, chambers of commerce, and other key community partners play an im- portant role in distributing your messages. EXISTING RIDERS The easiest way to boost ridership is to maximize the trips of your current riders. STUDENTS Students from Colorado State University, Front Range Community Col- lege, and Poudre School District are a core market. While their fares are subsidized, it is imperative to keep them as active riders now and as they grow up.