HomeMy WebLinkAboutRESPONSE - RFP - 8141 MARKETING SERVICES - FORT COLLINS MUSEUM OF DISCOVERYRESPONSE TO REQUEST FOR PROPOSAL 8141
8141
MARKETING SERVICES
FORT COLLINS MUSEUM
OF DISCOVERY
TABLE OF CONTENTS TOC
Executive Summary 1
1. Methods and Approach 2-4
2. Qualifications and Experience 5
3. List of Project Personnel 6-7
4. Organizational Chart / Proposed Project Team 8
5. Availability 9
6. Schedule of Rates 10
7. Vendor Statement 11
Appendix Items: 12 +
• Samples of Work
• Case Studies
• Why A-Train?
• Terms and Conditions
TABLE OF CONTENTS
Table of Contents
A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
EXECUTIVE SUMMARY
In the marketing industry, it is common for companies to compete and position themselves with the quality of their
creative work and big ideas. We believe that creative ideas are certainly a critical aspect of the overarching marketing
campaign process, but they represent only one component of a diverse marketing skills mix. Where A-Train Marketing
stands out from our competitors is in our proven results relating to the development and implementation of strategic
marketing plans and creative campaigns that are derived from research, insight and planning needed to effectively target
audiences, create awareness, inspire action, drive loyalty, and ultimately result in financial gain and social impact. At our
core, we are a cause-driven agency dedicated to “driving the greater good” through community action and engagement,
which we feel aligns very well with the overarching Museum of Discovery mission of creating meaningful opportunities
for people of all ages to learn, reflect, and have fun through hands-on and collections-based explorations in science and
culture.
We are most successful working with companies and organizations that have a mission-critical message to deliver and
information that must reach the public for the overall benefit of the community.
Our competitors, although adept in their respective offerings, do not offer the years of experience in this type of
specialized marketing and creative promotion. We have assembled a team of people with highly advanced and specific
skill sets in order to meet our clients’ expectations and evolving needs. Additionally, we have extensive experience
working with thought leaders, municipalities, stakeholders and key constituent groups to inspire action and work
productively toward a common goal.
Additionally, our level of service is outstanding. We are a high-touch, agile agency, meaning we can respond in person,
quickly, to project and client needs. We deliver direct feedback and communication regarding project progress,
evaluation and timelines to move projects along and adjust as necessary.
Our team is entirely comprised of full time, permanent personnel, and when our internal capabilities and skill sets need
to be supplemented, we collaborate with only the best local service providers. We believe in collaboration and in being
committed to our people. They, in return, are committed to our company and the work we do.
Overall, we believe that we are enjoyable people to work with and our clients’ testimonials to our style and our
work ethic is proof that we truly understand how to meet the needs of the people for whom we work. We’re known
for responsiveness and application of bright minds to complex projects; our strategic planning skills paired with our
creativity equal unparalleled success in project delivery and overall effectiveness.
A-Train is very excited about the opportunity to work with the Museum of Discovery to build a strong marketing
presence for Pterosaurs. Our goal is to exceed your expectations with an exceptional marketing plan that supports
your ability to host a successful 20-week exhibition run and gain new audiences and exposure for the Museum as a
whole.
It is our sincere intention to earn your trust and business as your long-term provider of marketing guidance and
outreach support.
Page 1
A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
1. METHODS AND APPROACH
Page 2
A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
ADDRESSING EXPECTATIONS DEFINED IN REQUEST FOR PROPOSAL
Strategic Marketing and Communications Planning and Consultation:
To clearly promote the Museum of Discovery’s efforts for creating a marketing and promotions strategy for Pterosaurs,
A-Train Marketing will provide dedicated planning and consultation services that will build off of the current Museum of
Discovery strategic marketing efforts and focus on ways to effectively reach targeted audiences and encourage local /
regional community support, participation and advocacy.
Our strategic planning services are designed to maximize your budget and available resources to ensure that the activities
presented are implementable and grounded in what is truly feasible for the Museum and its operational structure. We
understand that market planning is a critical process that will inform the overarching promotions and outreach strategy for
Pterosaurs, and therefore we work as an extension of our clients by thoroughly understanding the organization from an
internal and external perspective and providing a platform for continuous communication.
We have an excellent project management team that works collectively to build momentum and keep activities on track,
ensuring full utilization of the key initiatives of the plan and maximizing return on investment.
We will begin by reviewing all planning and background materials available and provided by the Museum and we will then
work collaboratively with the Museum of Discovery’s to address the planning elements as defined in the RFP:
Attendance and Ticketing:
Creating, analyzing and forecasting attendance and analyzing regional factors along with Museum needs to help
determine ticket price. By observing key metrics, we can easily understand what approaches are working and what
approaches need modification. We believe in consistent communication with our clients and we share monthly reports
with clients to provide an honest appraisal of our efforts. We are also flexible and accommodating of the needs and
requirements of the organization.
Measurement:
A-Train is committed to working with the Museum to design tracking systems and metrics to provide continual
performance evaluation. There are a number of ways that data can be tracked, and we would want to understand the
current systems used by the museum, and subsequently suggest a series of digital and promotional tracking tools that
can be used in tandem to effectively evaluate success. The Museum may have a set of measurement tools that we can
work with, and if not, A-Train will work with the Museum to establish a measurement framework.
Exhibit Promotion:
A-Train has a great deal of experience working with the Fort Collins community to promote ticketed events from large
non-profit fundraisers to theatre performances. Spanning both paid and volunteer efforts, A-Train has been fortunate
to support the community event promotion of non-profit arts and education entities including OpenStage Theatre;
SpokesBUZZ Fort Collins, Beet Street, and the Fort Collins Museum of Art.
1. METHODS AND APPROACH
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
A-Train is confident that we will be an excellent museum partner for providing the key
Project Deliverable of a comprehensive marketing plan as defined in the RFP to include:
Summary of Consultant qualifications, including relevant staff – This will be provided upon project commencement
should the project be awarded to A-Train. For quick reference, please review the list of Project Personnel section of this
RFP response document, which is included on pages 6 and 7.
Analysis of potential markets and audience, including personas – Audience segmentation and identification is a critical
aspect of A-Train marketing’s planning process, and the first place we plan to begin. We employ a collaborative approach
to all projects, large and small. This begins with collective discussions about your goals; assessment of current limitations;
thorough review of available planning and background research materials; an understanding of the strategies that you
find most effective, and the view you have of your audience. The bottom line is for us to gain enough brand and audience
intelligence at the forefront to market you as though we work with the organization. In combination with understanding
the audience mindset, we like act as an extension of our clients, so we can design strategies that speak your language while
also effectively engaging those you wish to reach.
Financial projections – A-Train would work collaboratively with the Museum in conjunction with the American Museum
of Natural History to obtain data to support our ability to project financial performance and predict financial success.
Calendar for implementation of plan – An implementation calendar of the planning process and all deliverables will
be a key component of the marketing and promotion strategy and we would recommend the implementation calendar
be consistently reviewed and amended through the planning process to account for new and changing information and
circumstances. We can design a calendar that meets the Museum’s expectations and operational structure to ensure that
the calendar becomes a functional planning tool that the Museum can use for future exhibits and events.
Communications / Media Outreach Plan – A-Train Marketing is known for development of strategic communications
that build instant intrigue and community rapport. Understanding the level of knowledge that the community has about the
Museum of Discovery is a very important aspect of designing a successful engagement campaign. As Pterosaurs will be an
inaugural traveling exhibit, we will want to leverage the fact that the Museum of Discovery has been selected as the third
Museum to display the exhibit.
We believe an in-depth understanding of the perceptions and misconceptions of your audience will help us understand
how much work is to be done with target audience and tertiary groups in relation to messaging, awareness building and
generating enthusiasm for the Pterosaurs exhibit. We will work with the Museum of Discovery and the American Museum
of Natural History to design communications opportunities that appeal to those fully engaged in natural history, as well as
those channels that are completely unfamiliar with what Pterosaurs are and what they represent. Through this assessment,
we will design a comprehensive communications plan to increase exposure and participation form traditional media, new
media and the community at large.
Promotions Strategy and Multi-Channel Marketing Considerations - A-Train is fully confident that we can provide
a strategy to help the Museum of Discovery carefully consider the potential activities that may support your regional
marketing efforts. Our marketing campaign plan may include implementation recommendations for the following channels:
- Print and Display Advertising
- Social Media / Content Marketing
- Infographic Design
- Email Marketing
- SEO/SEM
- Web page review, design and enhancement
- Video Production
- Creative Promotions / Events
- Radio and Broadcast Advertising
- Strategic Partner Promotions
1. METHODS AND APPROACH
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
Partnership plan for securing non-monetary promotional relationships – A-Train is absolutely dedicated to
working with the Museum’s marketing A-Train has extensive experience developing creative approaches, strategies and
materials to augment cooperative partnerships and we will help to identify opportunities and provide the tools and
strategies necessary to bring partnerships to fruition. We have a very strong reputation and a wealth of connections
that make it easy for us to support the development of strategic partners.
Conversion strategy – Conversion and its associated measurement can take many forms, and determining what the
conversion strategy is before understanding the planning process can be difficult. Our marketing and measurement
strategy will be a product of the planning process.
Evaluation plan – A-Train understands the importance of reporting on progress and designing measurement tools
to assess the effectiveness of the planning and campaign work being done. We will work with you to design a meeting
and project management calendar to enable prioritization of strategies and ensure efficacy of the marketing approach.
We will also design written and verbal reporting tools to review project status, budget status and milestones
throughout the duration of the project.
A-Train is also fully equipped to support Additional Opportunities as needed which
may include, but are not limited to:
Graphic Design – A-Train’s award winning design team will work collaboratively with The Museum of Discovery to
produce dynamic, compelling, high-quality materials, consistent with The Museum of Discovery’s brand management
guidelines. Our team of designers is passionate about bringing causes to life through practical, yet innovative design
solutions. We have been the proud recipient of multiple awards for graphic design and creative campaign development
and A-Train employs five full-time graphic design professionals including the two agency principals (detailed in
Qualifications section).
Media Relations – A-Train is one of only a few full-service marketing agencies in Colorado with a specialized
division of the company dedicated solely to PR, Social Media, and Media Relations. Beyond media relations, content
development, media pitching, and placement, we will work hard to create opportunities on behalf of the Museum of
Discovery, with special focus on creative activities deemed as possible inroads for furthering publicity opportunities
and 3rd party advocacy.
Ad Buying/Contract Negotiation – A-Train employs a full-time media buyer and planner and can provide the
museum with the value of robust buying power and our ability to negotiate exceptional rates and broker media on the
Museum’s behalf.
Sponsor Identification – Because A-Train has worked so extensively with regional and statewide non-profit
organizations, sponsor identification comes naturally to us. We would happily support the Museum is designing a list
of target sponsors - both individual and corporate to support the financial success and community awareness for
Pterosaurs.
1. METHODS AND APPROACH //
SUSTAINABILITY
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
A-Train Marketing Communications has always been considerate of environmental sustainability. In fact, one of the
guiding values of the company states that “We are committed to companies, solutions and activities that have a
positive impact on our planet.”
The company is a highly committed organization in the area of environmental and local economic development
and was an early adopter of membership to both ClimateWise and BeLocal. As a team, we proudly rode the MAX
Bus Rapid Transit on the first official day of operation and we promote MAX bus use to clients and employees on
a consistent basis. Our company is dedicated to recycling and reuse of materials and we are conscientious about
ensuring that our business practices maintain a low carbon footprint.
A-Train Marketing was one of the original collaborators involved in the design of the FortZED (Fort Collins Zero
Energy District) and helped to kick off a public information and education initiative to generate excitement for the
concept. A-Train is now re-engaged with FortZED to help generate public support because awareness and enthusiasm
for the initiative had begun to wane due to transitions in leadership and changes to the programmatic focus.
A-Train Marketing Communications, Inc. is the agency that has developed the name, branding, and marketing campaign
for the City of Fort Collins Lose-A-Watt campaign. The energy efficiency competition, which will run for two years, is
designed to educate Fort Collins residents and create enough wide-scale community awareness and engagement for
Fort Collins to take home a $5 million prize.
Additionally, A-Train has managed many initiatives and awareness campaigns that center on strategies and
communications that positively impact our planet, including successful messaging, branding, and media relations
campaigns for the City of Fort Collins Utilities, The Atmosphere Conservancy, and the Loveland, Fort Collins and
Cheyenne Housing Authorities.
A-Train has just been recognized by the City Of Fort Collins as the community’s WorkWise Challenge winner for the
company’s collective efforts pertaining to home energy conservation. Beyond participation in the city’s ClimateWise
program, representatives from the company are previous Technology Taskforce initiators and participants of the
Rocky Mountain Innovation Initiative (RMi2) program, Sustainable Living Association, and several other initiatives that
promote environmental quality in our region.
When it comes to production of materials we always seek materials that are environmentally friendly such as recycled
papers, soy-based inks, etc. We have been members of Environment Colorado for nearly fifteen years and we recently
supported the Colorado Carbon Fund’s Drive Less Challenge as a donor and volunteer to gain regional and national
media attention.
Our company promotes carpooling and bicycling to work, and we are proud to say that 80% of our team uses means
other than car transport on a weekly basis to travel to and from the workplace.
Additionally, Gretchen Gaede and Ryan Keiffer directly support or have supported several sustainability-
based non-profit organizations including:
• Lose-A-Watt – A-Train is currently working with the City of Fort Collins to roll-out a fun, interactive campaign designed
to encourage residents to save energy over the next two years to compete and win the Georgetown University Energy
Prize
• FortZED Community Energy Challenge – Gretchen Gaede worked with FortZED to design tools for capturing audience
information and promoting the energy challenge though the house party model
• FortZED Community Taskforce (Ryan Keiffer supported the launch of FortZED through his involvement with Univercity
Connections)
2. QUALIFICATIONS //
EXPERIENCE
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
NUMBER OF YEARS IN THE BUSINESS:
17 years in business, established in 1998
SERVICES OFFERED:
• Branding
• Messaging
• Audience Identification / Analysis
• Strategic Planning
• Research
• Graphic Design
• Content Marketing
• Public Relations
• Web Design
• Social and Digital Media
• Advertising
• Video Production
REFERENCES FOR SIMILAR PROJECTS
Lose-A-Watt (a program of FortZED)
Service provided: campaign branding, design, messaging, publicity, website, advertising, strategic planning and community
outreach strategies (visit: www.lose-a-watt.com)
FortZED
Services provided: strategic planning, video development, social/digital media campaign set-up, website, branding, advertising
and community outreach campaign design and execution (visit http://fortzed.com/)
Video sample: https://vimeo.com/119274553
Date of service: 2013 to present
Katy Bigner, Environmental Planner and Project Coordinator
City of FC Utilities and Sustainability Services and Fort Collins Utilities
(970) 221-6317
Email: kbigner@fcgov.com
OpenStage Theatre
Service provided: strategic market planning; support wide scale community fundraising; ticketed event marketing; campaign
branding, design, messaging, publicity, advertising, and community outreach strategies
Date of service: 2010 to present
Denise Freestone, Executive Director
(970) 219-0142
Email: denise@openstagetheatre.org
Platte River Power Authority
Services provided: brand consulting and enhancement; materials design; publicity consulting; advertising, signage; annual
report development, community engagement strategies (visit: http://atrainmarketing.com/projects/prpa/)
Date of service: 2013 to present
Jon Little, Marketing Manager
(970) 226-4000
Email: jlittle@prpa.org
3. LIST OF PROJECT
PERSONNEL
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
Gretchen Gaede – President // Co-owner
• Visionary team leader
• Lead communication strategist
• Messaging, campaign development
• Creative director
• Director of business development
• Director of account services
• Graphic design
• Non-profit communications/cause-based marketing
PRINCIPALS
David Burbidge - Production Manager
• Project management
• Marketing strategy and strategic planning
• Production Management
• Creative Direction
• Quality control of materials
• Team Leadership
Wade Corliss – Content Specialist
• Social media strategy
• Content creation and management
• Blog content creation
• Website content creation
• Social media training
• Proofing and editing
Simone Cordery-Cotter – Account Manager
• Project management
• Marketing strategy
• Content creation
• Proofing and editing
• Quality control of materials
Brandon Scott – Office Manager
• Office management / administration
• Content creation
• Proofing, editing and quality control of materials
Adam Nowak – Digital / Web Programmer
• Web interface programming
• Web design, coding and database programming
• Digital materials development
SUPPORT STAFF - please note that all A-Train staff members are full-time permanent employees
Ryan Keiffer – CEO // Co-owner
• Strategic leadership
• High level A-Train Marketing company forecasting view
• High level finance/accounting, HR strategy, operations strategy
• Business development
• Account management
• Research and strategy design
Charlie Mueller – Lead Graphic Designer
• Graphic design: advertising, branding, print, digital, web
• Print and digital materials development
• Custom illustration
• Art direction
• Photography
4. ORGANIZATIONAL CHART
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
OUR TEAM IN ACTION // COMPANY ACCOLADES:
• Top 10 finalist for Mercury 100, honoring Colorado’s fastest growing companies, for 10 consecutive years, since 2004
• Communicator Award Winner 2010, 2014 and 2015, national award recognizing bold and innovative marketing campaigns
• Davey Award winner, honoring exemplary web, design, video, advertising and mobile, 2007, 2009, 2013, 2014
• A-Train President, Gretchen Gaede, nominated as Executive Business Roundtable leader by Colorado State University’s
College of Business
• Winner of Governor’s Service Award, recognizing Most Outstanding Colorado business in 2010
• Finalist for Northern Colorado Business Report Bravo Entrepreneur of the Year as well as Small Business of the Year by
the Fort Collins Coloradoan in 2007 and 2008
• Winner of Administrative Innovation award from the Colorado Chapter of the National Association of Housing and
Redevelopment Officials (NAHRO) for its outreach plan and implementation to promote the Fort Collins Housing
Authority’s Villages low income housing program
• A-Train’s co-founders have each been awarded the Fort Collins Coloradoan’s Rising Business Star award; Gaede in 2005
and Keiffer in 2007
• Gaede and Keiffer were also winners of the United Way Volunteer Group award, recognizing commitment to
philanthropy and community support
• A-Train Marketing is a founding member of the United Way of Larimer County’s Business Cares program
• A-Train Marketing is a highly committed organization in the area of environmental and local economic development and
is a member of ClimateWise and BeLocal, programs founded in Larimer County which perpetuate eco-consciousness in
commercial development and operation, as well as support for the local economy and business community.
5. AVAILABILITY
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
A-Train Marketing has been recognized as one of the top 100 fastest growing businesses in northern
Colorado for the last 10 years. Our consistent growth has afforded us the ability to increase capacity and support
new projects without hesitation. With a dedicated staff of 12, full-time permanent personnel, A-Train marketing
is well-suited to manage the project scope and provide additional services as necessary. The agency does not
have commitments that would keep the project personnel from completing this project. In fact, the entire A-Train
Marketing team is eager to accelerate community engagement for the Museum of Discovery’s Pterosaurs exhibit.
Date for on-site oral interview, should we be invited:
Availability of A-Train Marketing between the dates of August 14th and 21st: A-Train will happily
accommodate any scheduling requirements during this week
We believe in promoting discovery, education and innovation as a key
component of being a Smart City.
As a company, we have advocated for the Museum of Discovery’s
services for over 15 years.
By working with A-Train Marketing, you will be well suited to continue
to expand the minds and engage the worlds of the Fort Collins
community and beyond.
6. SCHEDULE OF RATES
Page 10
A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
Please note: All rates are estimates based on our non-profit hourly rate of $95 per hour.
Estimated Fees
The fees estimated below are to support the duration of the project and are based on assumptions
regarding the general information that has been provided in the RFP document. Should A-Train
Marketing partner with the Museum of Discovery on this project, a concrete budget for services will
be provided, not to exceed a budget amount as defined by the Museum of Discovery.
Project Deliverables (based on a estimated seven month engagement):
Background Research / Review of Existing Data: $1900
Audience / Market Analysis: $2375
Implementation Calendar: $950
Promotions Strategy: $2850
Digital Strategy: $1425
Communications Plan: $3325
Partnership Plan: $1900
Financial Projections, Conversion Strategy and Evaluation: $2850
Meetings and Reporting: $2660
Contingency $2,000
TOTAL: $22,235
Fees for additional services as noted in the “Additional Opportunities” section
Graphic Design & Production: billed hourly as needed at $95 /hour
Media Relations: billed hourly as needed at $95 /hour
Ad Buying / Contract Negotiations: Time spent on media planning, negotiating rates, developing and managing
your budget and insertions, and reconciling invoices is not billed to the client. Rather, as your Agency of Record, A-Train
Marketing receives a 15% agency commission on your ad spend from most media, and negotiates rates to reflect this
15% commission for all publications. You are able to receive our expertise and save significant time in both planning and
execution while paying the same rates for your advertising that you would without an agency involved. Note, however,
that we require a minimum advertising spend of $10,000 per year in order for our time and efforts to be covered by
the 15% agency commission.
Sponsor Identification: billed hourly as needed at $95 /hour
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A-Train Marketing Communications Inc.
125 South Howes, Suite 502
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
VENDOR STATEMENT
FIRM NAME: A-Train Marketing Communications, Inc.
ADDRESS: 125 South Howes, Suite 502, Fort Collins, CO 80521
EMAIL ADDRESS: gretchen@atrainmarketing.com
PHONE: 970.419.3218
BIDDER’S NAME: Gretchen Gaede
SIGNATURE:
PRIMARY ISSUES CONTACT: Gretchen Gaede
PHONE: 970.419.3218
CELL: 970.567.2962
EMAIL ADDRESS: gretchen@atrainmarketing.com
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A-Train Marketing Communications Inc.
215 W. Oak Street, Suite 800A
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
APPENDIX
INCLUDED IN THIS APPENDIX:
Samples of Work
Case Studies
Why A-Train Supporting Information
Terms and Conditions
Page 16
A-Train Marketing Communications Inc.
215 W. Oak Street, Suite 800A
Fort Collins, CO 80521
ph: 970.419.3218
fx: 970.482.3442
OUR WORK
FORTZED LOSE-A-WATT
The Challenge:
As a national energy conservation and innovation leader, the
City of Fort Collins was chosen as a semi-finalist for the $5
million Georgetown University Energy Prize. The prize, which
is given to communities that demonstrate significant reductions
in energy usage through community engagement, is designed to
increase the City’s energy efficiency awareness within residential,
municipal, corporate and public sectors. To win the prize, the City
turned to A-Train to support creative branding, messaging, and
the implementation of a set of competitively fun ways to engage
participation. Thus, the Lose-A-Watt Energy Prize was created,
with a goal of doubling community energy savings through the end
of 2016.
The Solution:
• Created engaging name, brand, graphics and interactive content
such as video and gaming applications to motivate participation
• Created wide-scale, low-cost digital campaign to generate
targeted reach and frequency
• Created customer journey map to detail the interactions that
users would have with the Lose-A-Watt Energy Prize across all
of its available channels over time, showing how the campaign
could re-engage participants for key calls to action
• Developed mini awareness campaigns targeting specific energy-
saving tips, incentives, and ideas to boost effectiveness of ads in
relation to the overall campaign
• Provided comprehensive monthly reports detailing monthly
metrics including impressions, click-through-rates, spend, cost per
click, conversions, etc.
The Results:
• The project has successfully generated community awareness,
dialogue and conversation both in-person and online through
social and public forums
• Implemented highly-effective multi-channel ad campaign that has
reached an audience of more than 4.7 million people over a span
of three months with more than 8,000 clicks to the website, with
a frequency of reaching Fort Collins residents between 3 and 8
times with key messages
• Delivered an effective cost per thousand impressions of $1.82
for contextual and retargeting ads.
• Helped increase the number of new users to the site at the site,
with more than 2,400 new people visiting the site over a three-
month span
Branding, City-Wide Outreach / Education Campaign, and
Marketing Communications
Client Contact: Katy Bigner
(970) 221-6317
Email: kbigner@fcgov.com
CASE STUDIES
125 South Howes, Suite 502
Fort Collins, CO 80521
The Challenge:
Like many mid-sized university towns, Fort Collins, CO has a
vibrant and diverse independent music scene. But what other such
communities don’t offer is a Fort Collins’ exceptional blend of musical
talent, community, and commerce bolstered by a high-energy bicycling
and microbrewery culture.
In 2010, Dani Grant—a Fort Collins business owner and
philanthropist of the Fort Collins music community partnered with
the support of New Belgium Brewery, the City of Fort Collins, and
the Beet Street arts and culture initiative to create an organization
that would promote Fort Collins’ unique music and lifestyle offerings
as both a local and national cultural export.
The newly-formed non-profit approached A-Train with only weeks
remaining before the group was scheduled to launch publicly as a
participant in the 2010 South by Southwest (SXSW) music festival
and conference in Austin, TX. The task at hand was to create a
memorable, publicly appealing brand that would integrate the full
spectrum of interests and values held by the organization.
The Solution:
• Create a memorable brand including naming of the organization
and development of a logo/graphic identity for use in promoting the
organization and its ongoing events and activities
• Develop a concise messaging framework to articulate the focus
of the organization and its private, public and non-profit supporters
in creating nationwide visibility for Fort Collins’ unique music and
cultural offering
• Provide ongoing public relations and promotional support
The Results:
• Branded the group SpokesBUZZ – a name that integrated the
emerging musical talent, bikes & craft beer culture that distinguish
Fort Collins
• Facilitated organizers in shaping the character and values of the
organization, including publicity messaging and support necessary for
communicating the purpose of SpokesBUZZ to a local and national
media audience
• Successfully attracted local and regional media coverage of the
participation of SpokesBUZZ bands at South by Southwest music
festival and media conference in Austin, TX
• Designed SpokesBUZZ.org website integrating core brand message
with social media channels, events calendar & hosted multimedia
content
• Created ongoing visibility for SpokesBUZZ through merchandise
design including artwork for a promotional CD and t-shirt given away
at SXSW and locally
• Helped propel SpokesBUZZ nationwide, resulting in a nationwide
brand recognistion
Client Reference:
Dani Grant, SpokesBUZZ founder
303-884-3738
SPOKESBUZZ FORT COLLINS
Naming, Branding, Community Engagement,
and Wide-Scale Marketing Campaign
CASE STUDIES
The Challenge:
Like many non-profit organizations that have been impacted by the
economic downturn over the last few years, OpenStage Theatre has
experienced a drop in financial support from various funding sources
including individual donors and corporate sponsorships. For forty
years, OpenStage Theatre has delivered transformative experiences
through the intimacy of live theatre. Through their passion for the
script and the stage, they have created magical moments that touch
the spirit in unique and lasting ways.
2013 marks the 40th anniversary of OpenStage Theatre, and looking
to applaud the past and the raise a curtain on the future of one of
Northern Colorado’s most celebrated art institutions, the nonprofit
organization set a fundraising goal for the year of raising $40,000 for
general operating funds to celebrate the milestone anniversary. Thus,
a fundraising campaign was born – 40 for 40.
One of the primary goals of creating a structured fundraising strategy
was to identify and articulate the core donor groups and to define
prospects by looking for the factors that motivate donors to give
to OpenStage Theatre. A-Train’s team of marketing and fundraising
experts was called in to help identify “the perfect donor.” The agency
was cast with the challenge of creating and implementing a compelling
and successful campaign that would help OpenStage to meet and
exceed their fundraising goal to create long-term stability for the Fort
Collins theatre and arts community.
The Solution:
• Identified top donor audiences to help articulate to the core
donorgroups the need for fundraising and what motivates them to
give and be involved with OpenStage Theatre.
• Creation of a strategy for direct solicitation for donations – one-
on-one asking for dollars directly, often asking for a specific amount
with a personalized, high-touch approach.
• Develop a strategy for fundraising at performances: door ticket
sales, “curtain raiser’s,” and corporate match incentives that can be
implemented at various times throughout the year.
• Provide strategies for smaller fundraising events and direct
solicitation fundraising: campaign kick-off event, after-show events,
“Backstage with OpenStage,” and cultivation event follow-up.
The Results:
• Conceived and designed an integrated set of marketing materials
for the 40 for 40 campaign – created a name, logo, updated
website and collateral materials that were donor friendly and
communicated not only the OpenStage brand but also the
fundraising message.
• Designed a unique social media plan to engage donors and
sponsors and generate interest by growing the follower base and
encouraging financial support.
• Met and exceeded the fundraising goal of $40,000 in the first 3.5
months of the annual campaign.
• Created ongoing visibility for OpenStage Theatre through ongoing
PR and social media and increased the number of new donors and
those interested in supporting the mission of Open Stage.
Client Reference:
Denise Freestone, Fozunder. Artistic Director
970-484-5237
OPENSTAGE THEATRE
Branding, Grassroots Fundraising,
and Public Outreach
CASE STUDIES
Safety in the marketplace creates safe results. Be bold. If you
want to make a statement, don’t whisper, but don’t roar. Nobody
wants to hear you scream, but they do want to listen if you are
willing to have a conversation.
% of 24 to 35 years olds
have left a favorite website
because of intrusive or
irrelevant advertising
9 out of 10
customers of A-Train have
come as a result of repeats
and referrals
% of businesses that
acquired a customer through
their company blog
57%
84%
Creative Solutions // Straightforward Marketing
Much more than a creative agency, we provide “marketing
with a two-track mind,” one that creative and strategic to help
you reach your desired destination
We focus on delivering value to our clients, which starts
with defining exact client expectations, clarifying the specific
deliverables of the project, and distilling clear measurements
of success, and ends with delivering what we say we will
deliver, when we say we will deliver it
We will work co-operatively with your internal marketing
staff and capabilities to ensure we are providing valuable
cooperative services and insight, while allowing your team to
continue to implement activities as desired
We are a value-driven organization that is committed to
driving the greater good by working with clients and industries
who understand we all can make a positive impact on the
world and who are dedicated to integrity, dignity, community
and sustainability
The end result: as our clients will attest, you get top-quality
marketing materials and solutions, on time and on budget
We Drive Results.
Videos/
Movies
Portals Email Online
Games
Social Network/
Blogs
11/mins 11/mins
20/mins
26/mins
63/mins
US Internet users spend
3x more minutes on blogs & social
networks than on emails
Page 4
A-Train Marketing Communications Inc.
A-Train will provide all consultation and services to the Client on an hourly rate basis. This constitutes “agency fee
service.” A-Train will be reimbursed for all out-of-pocket expenses incurred on behalf of the Client including, but
not limited to, travel beyond the limits of metropolitan Fort Collins-Loveland-Cheyenne, international telephone,
postage, courier and shipping charges. A-Train will submit invoices for its services and out-of-pocket expenses to
the Client on or about the first (1st) of each month, and requests payment within fifteen (15) days. For any invoice
that is not paid in full within thirty (30) days, interest will accrue at the rate of 12% per annum on the balance due.
If A-Train has requested the payment of an advance deposit, this advance deposit is due upon invoice and no work
will be commenced until the advance deposit has been paid.
A-Train also will bill the Client for all costs for media and outside services as follows: actual costs plus A-Train’s
commissions. While A-Train strives to create materials without incurring significant additional costs, the following
services may be necessary to complete the project:
• Photography – TBD based on exact needs
• Photo scanning for professional printing - $50 per scan
• Photo manipulation and/or graphic rendering – billed hourly
• Acquisition of stock photography – applicable royalties and licensing fees (c. $6-$400+ per photo –
we can generally find good photos with no royalty fees and low licensing fees)
• Printing, advertising, and other outside services as ordered and/or contracted by the Client
A-Train will bill the Client for these costs as they are incurred. A-Train requires payment for these costs before
delivery. Any and all products, expenses, and outsourced services not paid in full by Client before delivery will
result in an 18% late-payment fee.
A-Train strives to meet the Client’s scheduling requirements without assessing additional charges. However, on
some occasions when projects or revisions are needed on a very short timeline, it may be necessary to schedule
overtime hours and/or additional personnel to accomplish the Client’s scheduling requirements. Rush fees vary
based on turnaround timeline and project scope, and start at $100. The Client and A-Train will agree on all
applicable fees and timelines before proceeding. A-Train will invoice the Client for any such agreed-upon fees as
part of its monthly invoicing set forth in paragraph 1 above.
If A-Train must take formal collection action to recover any unpaid, past-due amount, for its services, out-of-pocket
expenses and/or costs for media and outside services, A-Train shall be entitled to recover its attorneys’ fees and
costs incurred in such collection efforts.
A-Train may provide an initial estimate for a project. Such estimate is made in good faith and as accurately as
possible, based on A-Train’s experience and accounting for normal levels of difficulty. Regardless of any initial
estimate provided, the Client agrees to pay A-Train for the actual hours worked and costs incurred.
A-Train shall at all times be indemnified against claims or lawsuits arising from the use, re-working, or modification
of any copyrighted or trademarked materials supplied by the Client. It shall be the sole responsibility of the Client
to ensure that materials supplied are free of any such copyright or trademark infringements, whether by obtaining
permissions (written or otherwise), or by the provision of original or royalty/copyright/trademark free materials. It is
mutually agreed that the Client will indemnify A-Train against any loss they may incur as the result of any claim, suit
or proceedings made or brought against A-Train based upon any materials which A-Train prepared for the Client
based on information provided by the Client.
Copyright of all materials relating to services performed will be automatically assigned to the Client on full and final
payment of fees and costs relating to the services and materials. Until all such fees and costs have been fully and
finally paid, copyright remains with A-Train.
Either party to this Agreement may terminate it with one (1) month written notice. However, the Client remains
responsible to pay for all services provided and expenses incurred up to the date of termination. The Client
understands that it is also responsible for the payment of all reservations, contracts, materials, expenses, services,
etc., which were incurred, performed, received or entered into by A-Train on the Client’s behalf prior to termination.
On termination of this Agreement, and payment of in full of any outstanding balance, A-Train will reasonably
cooperate in transferring the Client’s account to another agency at the written request of the Client.
• Web design
Bethany Chambers – Graphic Designer
• Graphic design: advertising, branding, digital, web, print
• Print and digital materials development
• Photography
• Pre-and post-production
• Web design
Heather Haaland – Graphic Designer
• Graphic design: advertising, branding, digital, web, print
• Print and digital materials development
• Photography
• Pre-and post-production
• Web design
Madison Crowley – Account Manager
• Project management
• Marketing strategy
• Content creation
• Proofing and editing
• Quality control of materials
Matt Sattler – Operations and Media Buying
• Media buying, planning and management
• Quality control of materials
• Office administration