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HomeMy WebLinkAboutRESPONSE - RFP - 8060 TRANSFORT MARKETING & COMMUNICATION SERVICESREQUEST FOR PROPOSAL: 8060 TRANSFORT MARKETING AND COMMUNICATION SERVICES 8060 Transfort Marketing and Communication Services | February 20, 2015 Selection Committee: Thank you for the opportunity to submit a proposal for Transfort Marketing and Communication Services. Slate Communications is a different kind of marketing/public relations firm. We specialize in connecting governments to their communities. Our team has more than 25 years of combined government communications experience. Deep municipal expertise helps our clients implement marketing and communications plans swiftly and efficiently. We have intimate knowledge of Fort Collins, MAX, and Transfort, and bring a unique skill set to this project including: n Government experience n Personal relationships with key stakeholders n A balance of marketing and public relations experience and skills n Disadvantage Business Enterprise (DBE) certification, we are a majority women-owned business We’re pleased to present the following proposal in which you’ll find: n A thoughtful, strategic, and comprehensive approach to marketing n Deep knowledge of existing Transfort and City of Fort Collins processes n New ideas and concepts that push the boundaries of traditional transit marketing n Strategies to implement the current marketing plan and create new tactics for reaching the millennial audience 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 released February 10, 2015. Most sincerely, Claire Thomas Principal | Founder Slate Communications 425 W. Mulberry St. Suite 205 Fort Collins, CO 80521 T: 970 797 2015 x102 F: 970 797 4924 slatecommunications.com claire @slatecommunications.com Proposal: TRANS-101 | page iii table of contents 1. METHOD & APPROACH .............................................1 2. SCOPE OF WORK ..........................................................2 3. QUALIFICATIONS & EXPERIENCE ...........................4 4. LIST OF PERSONNEL .................................................10 5. ORGANIZATION CHART ...........................................11 6. AVAILABILITY .............................................................12 7. ESTIMATED HOURS BY TASK ................................13 8. VENDOR STATEMENT ...............................................14 | page 1 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. PROJECT MANAGEMENT & REPORTING As your single point of contact, Claire will orchestrate the necessary resources and details to make your marketing efforts successful. 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. STRATEGY DEVELOPMENT For each and every project within this scope of work, you’ll have ac- cess to and support from an experienced creative team. COLLABORATION We believe that marketing efforts are most successful when both con- tent-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. 1. method & approach You will always be our top priority. | page 2 1. LONG TERM STRATEGIC MARKETING PLAN n Key messages n Implementation timeline and budget n Measurement and reporting n Title VI tools and tactics integration 2. COMMUNICATIONS PLANNING n Integration with other City tools and content 3. GRAPHIC DESIGN n Creative direction n Graphic standards and guidelines n Photography & videography 4. STRATEGIC PARTNERSHIPS n Cooperative promotions n Leveraged resources n Policy maker communication support n Nearby local governments and regional agencies n Special events 5. STRATEGIC MARKETING, BRANDING, COMMUNICATIONS CONSULTATION n Research potential partners n Creative concepts to leverage investment n Transfort brand management 6. PROJECT MANAGEMENT, REPORTING, PROGRESS UPDATES n Meeting agendas and meeting facilitation n Progress reports and planning calendars n Performance measures, when applicable 7. TRANSFORT AWARENESS & PUBLIC RELATIONS n Tools to work with City Council and other community leaders n Comprehensive media strategies –local and industry focused n Community events 8. MULTI-CHANNEL MARKETING n Research n Best-practices n Data-driven adjustments n Short videos for online & YouTube n Social Media: content, engagement strategies, management 9. MARKETING MATERIAL n Posters n Rack cards n Route maps n Permanent public displays and signage n Leverage City facilities and tools to further reach n Paid advertising schedule and designed ads | page 3 Celebrating the one-year anniversary of the MAX launch. MAX Adventure brings our community together and creates new, innovative partnerships. The goal is to introduce MAX to our target market in a fun, challenging, community-focused way. AUDIENCE n Families n Festival go-ers n Current riders/students n Urban Assault competition fans TACTICS n Social media n Website n Posters n Commercials on local radio n Cooperative promotion with strategic partners. 2. scope of work deliverables (continued) sample event MAX ADVENTURE: RACE & FESTIVAL © Paramount Pictures | page 4 CORE SERVICES n Brand identity and messaging n Marketing strategy and implementation n Community engage- ment campaigns n Graphic design n Logo development n Web design n Social media strategy and management n Public relations n Copywriting n Event planning n Meeting facilitation n Best practices training n Trade show & exhibit design n Photography n Video production AWARDS City-County Communications and Marketing Association (3CMA), four-time SAVVY recipient AVA Digital Website Awards, Gold Award for castlepinesgov.com American Advertising Federation Gold Award (Addy) Marketing & Communications Professionals (MARCOM) Platinum Award Society of Publication Awards (Gold, Silver & Honorable) American Public Works Association, Colorado Chapter Marketing & Communications Professionals (MARCOMM), Gold Award for Govern- ment Website (ridetransfort.com) Marketing & Communications Professionals (MARCOMM), Platinum Award for Community Report (2013 Larimer County Report) Slate has a combined total of 28 years in the business of govern- ment communications. 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 2006-2014 we spearheaded communication support of the Mason Corridor and MAX including: n Logo and brand development for MAX and Transfort n Events: Tour de Mason 2008, Taste of Mason 2012, MAX World Premiere 2013 n MAX construction communication 2011-2013 n Public engagement: MAX station art outreach, Midtown plan marketing n Stakeholder engagement: Naming process for Spring Creek station, more than 100 community presentations, City Council updates We’ve been a part of Transfort’s system-wide communication efforts from the grand opening of the CSU Transit Center to the FLEX logo and branding. Most recently, we were honored to help launch MAX service, research and | page 5 TRANSFORT BRAND DEVELOPMENT Stakeholder engagement Audience analysis Brand platform Creative platform and guidelines Staff and internal roll out PRINT COLLATERAL WiFi signage FLEX and MAX FLEX posters FLEX ads System activation posters System activation ads Bus pass changes - flyer MAX guide MAX ads May 9 dinner invitations - evite and print MAX launch printed invitation, ads, posters Route change posters Route change event banners Individual schedule design MAX business toolkits (distributed on Mason St.) MAX station display posters (May, September, December) In bus posters Rider Tools brochure PassFort brochure Textizen in bus posters, shelters, benches Travel training posters New Transfort brand templates for alerts, service bulletins BRT fact sheet CSU Transfort rack card Bikes and MAX meetings - display boards Ambassador training materials, apparel ENVIRONMENTAL DESIGN Bus stop signs New Transfort bus wrap design St. Patrick's Day decals System activation MAX bus decals Transfort uniform/apparel MAX wayfinding meetings, consultation and design MAX launch swag design (8 types) Mini MAX wrap How to ride MAX graphics at stations, download- able on website CTC signage Kiosk design for MAX stations SOCIAL MEDIA Strategy for Twitter Facebook start up Transfer Twitter name Ongoing, almost daily tweets “After Work Plans” quiz NPR style driver/passenger feature strategy/prep EVENTS Jan. 2014 route changes/new MAX bus events Pre-MAX launch business community sneak peek MAX World Premiere Station party planning/coordination | page 6 COMMUNICATION AND MARKETING PLANS MAX bus arrival New Transfort bus arrival System activation - revisions and updates only FLEX MAX launch Route changes MAX fare implementation - updates only Partnerships Transfort Tuesdays Get on Board! Pick your Pass 2014-2016 Marketing Plan CSU shuttle launch Ambassador program development/ implementation plan WEBSITE AND ONLINE ELEMENTS RFP process, contractor liaison Creative direction Navigation and content strategy Overall management of new site development Content Ongoing website banners, graphic support Ongoing updates and improvements Ride Transfort app Solari screen designs CityNet brand resources OUTREACH CONTENT AND COMMUNICATIONS Council memo - new buses, bus routes, route changes City News article - system activation Fcgov.com content - system activation Press release - system activation Bus pass changes - letters Bus stop signs - press release, social media, Send Studio announcements, website updates FLEX service continues - press release, website updates, social media, Send Studio City News articles - May and December Numerous power points - new and revisions ON BOARD SURVEY Research, compiled past surveys Route 1 and 15 survey coordination with CSU classes/students Assisted with questions Printed/produced surveys Project management PHOTOGRAPHY METRO magazine MAX buses on guideway MAX opening day Transfort gift photos Website photos May 9 funding partner dinner Bringing You Closer campaign Ongoing Transfort shot list Bike to Work Day - Winter | page 7 examples of our work MAX WORLD PREMIERE WHAT THEY NEEDED n Comprehensive celebration honoring funding partners, community leaders, riders and the general public WHAT WE DID n Planned and implemented a funding partner dinner the night before launch n Full day of activities on May 10 including - A special kick off ceremony - Flag waving ceremony - Fourteen station parties - Passport program & local business support n Helped coordinate Transfort Ambassadors so there would be plenty of people along the route to help on opening day Date Nov. 2013 - May 2014 Contact Mark Jackson Planning, Development and Transportation Deputy Director 970.416.2029 mjackson@fcgov.com | page 8 examples of our work TRANSFORT BRANDING WHAT THEY NEEDED n Unified brand development n Transfort/MAX integrated marketing strategies n MAX launch campaign n Public relations and community education for the new bus service WHAT WE DID n Stakeholder and public engagement for brand development n Created dozens of individual marketing plans for their different service needs n Provided specific tactics to raise awareness of the service and its significance to the community through numerous events, new website, print materials and campaigns Date Nov. 2013 - present Contact Kurt Ravenschlag Transfort General Manager 970.221.6386 kravenschlag@fcgov.com | page 9 examples of our work LONE TREE BRANDING & MARKETING PLAN WHAT THEY NEEDED n Comprehensive brand for the service n Strategic marketing plan and implementation WHAT WE DID n Developed brand platform, logo, and design guidelines n Created shuttle wraps, stop signage, and in-shuttle displays n Produced marketing collateral, posters, give-away items, and event displays n Designed mobile friendly website Date February 2014–Present Contact Kristen Knoll City of Lone Tree Community Outreach Coordinator 303.708.1818 kristen.knoll@cityoflonetree.com | page 10 CLAIRE THOMAS ROLE: PROJECT MANAGER Claire has 11 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. PROFESSIONAL HISTORY March 2013 – Present: Principal/Founder of Slate Communications. Fort Collins, Colorado July 2012 – March 2013: Public Relations Coordinator, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado April 2007 – July 2012: Marketing and Publicity Specialist, City of Fort Collins Communica- tions and Public Involvement Office. Fort Collins, Colorado January – April 2007 Communications, Fort Collins Regional Library District. Fort Collins, Colorado August 2005 – July 2006 Community Relations Manager, Barnes & Noble Bookstore. Love- land, Colorado EDUCATION B.A. Communications, minor in Women’s Studies, The Women’s College at the University of Denver, Magna Cum Laude, 2005 RELEVANT SKILLS AND EXPERIENCE 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 RYAN BURKE ROLE: CREATIVE DIRECTOR Ryan has more than 18 years experience in creative marketing, graphic design and photography. Designing for Billboard Communications, Ziff Davis Media and not-for-profit organizations. PROFESSIONAL HISTORY March 2013 – Present: Creative Director/Founder of Slate Communications. Fort Collins, Colorado 2005 – 2013: Graphic Specialist, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado 2001 – 2005: Art Director, aisle9 Marketing Design. Fort Collins, Colorado 2000 – 2001: Associate Art Director, Ziff Davis Media. New York, New York 2000: Web Designer, Bluefly.com. New York, New York 1997 – 2000: Art Director, Billboard Communications. New York, New York 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 4. list of personnel: meet your marketing team | page 11 KIM NEWCOMER ROLE: STRATEGIC MARKETING Kim has more than 17 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. PROFESSIONAL HISTORY March 2013 – Present: Principal/Founder of Slate Communications. Fort Collins, Colorado March 2011 – March 2013: Communications and Public Involvement Manager, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado June 2006 – March 2011: Public Relations Coordinator, City of Fort Collins Communications and Public Involvement Office. Fort Collins, Colorado October 2005 – June 2006: Executive Director, Operation Healthy Communities (OHC). Durango, Colorado August 2002 – October 2005: Director of Tourism, Durango Area Tourism Office (DATO). Durango, Colorado 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 cooperative marketing Experience in brand development and implementation as well as building brand awareness Skilled in creating campaign content for multiple channels including: website, social media, print materials, advertisements, etc. Success in policy development and stakeholder engagement KURT RAVENSCHLAG TRANSFORT GENERAL MANAGER TIMOTHY WILDER TRANSFORT PROJECT MANAGER CLAIRE THOMAS PROJECT MANAGER n Point of contact n Strategy n Brand compliance n Concept development n Research n Project meetings n Reporting n Advertising buys and cooperative marketing n Public relations n Planning and copywriting n Special event planning n Copywriting n Social Media RYAN BURKE CREATIVE DIRECTION n Strategy n Brand compliance n Concept development n Graphic design n Web design n Mobile integration n Research | page 12 6. availability Slate is ready to hit the ground running. Transfort will be our number one client. With a solid, five-person shop and an exceptional cache of contractors, 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. We believe in the value of face-to-face interactions and would gladly attend twice monthly meetings per the RFP. Additionally, Slate is available 24/7 via email, cell phone and with an office down the road from DTC, we’re always available to stop by on short notice. The Slate team is available during the weeks of March 16 and 23 and welcomes the opportunity to meet the interview team at their convenience. | page 13 APRIL 2015 - MARCH 2016 TOTAL FOR CONTRACT STRATEGIC PLANNING AND IMPLEMENTATION Strategic planning 40 Brand compliance- training, updating brand guidelines 10 Campaign concept development 40 Graphic design and production 290 Content creation and edits 185 Event management 30 Social media management 75 Research 50 SUBTOTAL 720 at $95/hour $68,400 ADMINISTRATION Project management 150 155 Meeting attendance 80 46 Reporting 25 24 SUBTOTAL 255 at $65/hour $16,575 TOTAL HOURS TOTAL 975 $84,975 7. estimated hours by task AS PART OF YOUR PROPOSAL RESPONSE UNDER “AVAILABILITY”, PLEASE INDICATE YOUR AVAILABILITY FOR ON-SITE INTERVIEW IN FORT COLLINS, COLORADO THE WEEKS OF MARCH 16 AND MARCH 23, 2015 IN THE EVENT YOU ARE INVITED FOR AN ORAL INTERVIEW ROUND. 6. Schedule of Rates – Provide a schedule of hourly rates that will apply for the tasks described above under Expectations of the City/Services To Be Provided to Transfort. These are the types of jobs/projects that Transfort will be releasing to the awarded vendor as Work Orders. G. Vendor Statement: I have read and understand the specifications and requirements for this Request for Proposal and I agree to comply with such specifications and requirements. I further agree that the method of award is acceptable to my company. I also agree to complete PROFESSIONAL SERVICES AGREEMENT WORK ORDER TYPE with the City of Fort Collins within 30 days of notice of award. If contract is not completed and signed within 30 days, City reserves the right to cancel and award to the next highest rated firm. FIRM NAME: ADDRESS: EMAIL ADDRESS: PHONE: BIDDER’S NAME: SIGNATURE: PRIMARY SERVICES ISSUES CONTACT: TELEPHONE: CELL: EMAIL: Slate Communications 425 W. Mulberry St., Suite #205, Fort Collins, CO 80521 claire@slatecommunications.com 970.797.2015 ext.102 Claire Thomas Claire Thomas, Principal and Founder 970.797.2015, ext. 102 970.221.5686 Claire@slatecommunications.com n Photography n Video production CREATIVE DEPARTMENT MARKETING DEPARTMENT KIM NEWCOMER STRATEGIC MARKETING n Strategy n Concept development n Public relations n Multi-channel marketing 4. list of personnel (continued) 5. organization chart VIDEO MAX launch promotion How to ride MAX 3. qualifications & experience (continued) NOVEMBER 2013-DECEMBER 2014 COMPLETED PROJECTS May 9 funding partner dinner coordination/gifts/ implementation Volunteer training Volunteer packets Website content Website graphics Launch day planning, walk throughs, set up, clean up Bike to Work Day (summer/winter support) 3. qualifications & experience (continued) NOVEMBER 2013-DECEMBER 2014 COMPLETED PROJECTS While working as Transfort’s marketing team, Slate provided high-quality, effective deliverables on-time and within budget. develop a refreshed Transfort brand, and help with communications, mar- keting and public relations from late 2013-early 2015. 3. qualifications & experience n Event materials 2. scope of work PER THE RFP, THIS PROPOSAL INCLUDES THE FOLLOWING SERVICES: