HomeMy WebLinkAboutRESPONSE - RFP - 8357 ADVERTISING ON BUSES INTERIOR & EXTERIORResponse to RFP# 8357
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TABLE OF CONTENTS
A. COVER LETTER
1. PROPOSED COMPENSATION PLAN FORM
(Section III )
a. SUSTAINABILITY PLAN
2. VENDOR STATEMENT
3. QUALIFICATIONS AND EXPERIENCE
i. Brief Company History
ii. Similar Projects
iii. Samples
4. LIST OF PROJECT PERSONNEL
5. ORGANIZATION CHART / PROPOSED
PROJECT TEAM
6. AVAILABILITY – Yes, Lamar is available for on-
site interview in Fort Collins, Colorado the weeks of
September 23 and September 30, 2016 – or anytime.
B. WHY LAMAR?
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September 9, 2016
Financial Services
Purchasing Division
City of Fort Collins
215 North Mason Street 2
nd
Floor
Fort Collins, CO 80522
Re: Proposal # 8357
Good Morning,
Lamar is pleased to have the opportunity to compete for the commercial advertising revenue
generator for the City of Fort Collins. Lamar and our staff, with 194 years of combined
operational and sales experience, are proud to have this opportunity to present our
partnership proposal.
At Lamar we live by the Golden Rule, operating with honesty and integrity in every aspect of
our business. We are open with our employees, transparent with our customers and loyal to
the communities in which we serve.
Enclosed please find Lamar’s offer for Request for Proposal #8357 - Advertising on Buses
Interior & Exterior. We are providing:
Proposal –
o (5) word document format hard copies
o (1) electronic Adobe PDF format soft copy
Lamar Advertising Company is a publicly owned Out-of-Home advertising company
founded in 1902. Our Transit Advertising division manages nearly seventy (70) transit
advertising programs across North America. Lamar employs fifty two (52) people in the state
of Colorado. In addition, our twenty three (23) person national advertising staff has strong
relationships with all major Out-of-Home agencies. Our broad reach gives us a leg up in
attracting local, regional and national advertising business.
Lamar has demonstrated experience, knowledge and relationships with a number of transit
agencies across the United States. We take pride in our established business relationships and
our references in other transit markets support our impeccable record of honoring our
financial obligations as well as creativity in developing a variety of revenue channels.
Our enclosed proposal outlines specifically how we will sell and service the City of Fort
Collins bus fleet. A short list of Lamar’s strengths is described in the following:
One hundred ninety four (194) years of combined operational and sales experience in
place with highly knowledgeable motivated staff.
Financial capacity and strength necessary to support the scope of work.
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Market domination and leading Out-of-Home provider in Colorado.
Proven sales team with long-term market experience and knowledge necessary to
ensure continued success and growth.
Unique sales and marketing advantage with an emphasis on local, regional and annual
direct sales in Fort Collins.
An advantage to our clients over other transit contractors is an all-inclusive turn-key
advertising program that offers marketing, design, production and installation
services.
Operating in Colorado since 1971, Lamar has built our reputation on establishing long
lasting relationships. Lamar has current agreements across the state including: City of
Loveland (COLT), Greeley Evans Transit (GET), and Denver-Regional Transportation
District (RTD).
Lamar manages the largest inventory of Out-of-Home advertising statewide, giving us a
significant advantage in developing new business. We have continued to build a stable base
of transit advertisers. Lamar’s relationships and the City of Fort Collins coverage
capabilities provides our local, regional and national advertising partners the best opportunity
to fully reach and penetrate the market. We will continue to maximize this advantage and
communicate this strength through all of our relationships.
Lamar is submitting our Proposal for #8357 Advertising on Buses Interior & Exterior. In
addition, Lamar has a rock-solid reputation for financial strength and integrity. Our proposed
Compensation Plan demonstrates our confidence in the potential of the Fort Collins market.
I, Brent Window, am the person authorized to bind Lamar’s offering and will be the contact
person during the evaluation. You may reach me at 970-493-4411 or via email at
bwindow@lamar.com. Our proposal is valid for ninety (90) days. I confirm that we have
reviewed all Addenda to RFP #8357, reviewed the terms and conditions and verified all
requirements listed in this offering.
Best,
Brent Window
Vice President & General Manager
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1. PROPOSED COMPENSATION
PLAN FORM ( SECTION III )
(1) Lamar Transit, LLC will guarantee pre-payment of the full minimum anticipated
dollar amount (MAG) at beginning of each year, upon receipt of invoice from the
City of Fort Collins.
a. As indicated in the Addendum #1, the minimum anticipated dollar amount
(MAG) is the lump sum guarantee per year, the expectation is that Lamar will
pay whatever is greater year – between the MAG and the percentage of revenue
guarantee of 60%.
60
60
60
60
60
$140,000.00
$145,000.00
$150,000.00
$155,000.00
$160,000.00
(1) See below
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A. SUSTAINABILITY PLAN
At Lamar, we are committed to sustainable business practices. Our ongoing strategies are
designed to improve operational and energy efficiency, while minimizing our impact on the
environment. Our Lamar - Fort Collins office has been proudly working with the City of Fort
Collins, through the Climate Wise program, for the past 4 years. We have been awarded the
"Silver Partner" recognition for 3 consecutive years.
Renewable Energy
Reducing our energy footprint through the use of renewable energy is at the forefront of Lamar’s
energy-related investments. Lamar has installed over 7,000 solar panels onto approximately
2,000 billboard structures in Louisiana and Florida, with an aggregate installed capacity of 1.7
megawatts. Cumulatively, these systems will return over 1.3 million kilowatt hours (kWh) back
to the grid annually, and represent the largest distributed solar network anywhere in the world.
The benefit of a distributed system is there are virtually no transmission losses, as the power is
used essentially adjacent to where it is produced.
Energy Efficiency (LED Lighting)
Lamar has installed over 35,000 LED lights on its billboard structures in Florida, Louisiana,
Alabama, the Northeast and the upper Northwest regions, representing a 73% reduction in energy
consumption compared to the Metal Halide lights previously used. The national roll out of LED
fixtures is expected to be completed by 2020. Once completed, this transition to state of the art
solid state lighting will reduce our energy consumption by over 100 megawatt hours (100 million
kWh) per year.
Saving Energy
You'll see our clients' billboard advertisements illuminated at night, but our wireless digital
lighting system ensures that we never waste energy. Wireless digital control of Lamar’s lighting
is already in place. This allows our lights to be controlled remotely, and very accurately.
Troublesome timers and photocells are eliminated, replaced by wireless control that is pre-
programmed with sunrise and sunset times by latitude and day of the year (including daylight
savings time shifts). This system can be monitored or manipulated from any computer or smart
device, and is tied into Lamar’s system to chart billboard space availability, so when billboard
space is not sold, the lights are not turned on. All lights go on and off exactly when they should,
and this system results in energy savings of over 25% relative to prior control methods.
Eco-Friendly Printing Materials
Lamar led the move to make polyethylene, a recyclable material, the printing substrate of choice
in the out-of-home advertising industry, replacing paper and PVC. Following an extensive
research and development program, Lamar rolled out the industry’s first polyethylene billboards
in 2008. Polyethylene billboards can be recycled and they are much lighter than paper and PVC,
making shipping more efficient and saving on fuel. Currently, this program results in well over
1,500 tons a year of waste materials that can be recycled instead of thrown away.
Recycling Program
Lamar has a dedicated recycling program to capture all these materials post-use. The materials
are recycled into plastic resins that can be extruded or molded into new products, such as rail ties,
nursery pots, or shipping pallets. In addition to the recyclability of the product, polyethylene
billboards are much lighter than either paper or PVC, so shipping efficiency and fuel savings are
both improved, and the lighter materials are much more worker-friendly.
Recycling Billboards
After a billboard is taken down, it doesn't go to the landfill. Lamar has a dedicated recycling
program to capture billboard vinyls post-use. Billboards are printed on recyclable polyethylene
substrates, and these materials are recycled into plastic resins that can be extruded or molded into
new products, such as rail ties, nursery pots, or shipping pallets. We also re-purpose old
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billboards and donate them to be remade into unique eco-friendly products that can be reused,
such as surfboard bags, tote bags and backpacks.
Rareform: From Billboards to Bags
We love extending the life of old billboards. Lamar has an ongoing partnership with
RAREFORM, a company that takes old billboards and turns them into unique products, such as
surfboard bags. We donate approximately 10,000 pounds of used billboard material to
RAREFORM each month. Watch the RAREFORM team transform our old billboards into
surfboard bags in this video.
Earth Week Campaign
For Earth Week 2014, Lamar Advertising Company donated space on 600 digital billboards
across the U.S. for Recycle Across America's "Let's Recycle Right" campaign. The campaign
featured celebrity PSAs and combined social media and digital out-of-home to engage consumers
and promote the importance of recycling right.
Fuel Consumption
Fundamentally, Lamar’s outdoor operations division is our delivery service. Our fleet consists of
over 1,000 vehicles of various types: pickup trucks and vans, flatbed trucks, boom trucks, cranes,
etc. Lamar has installed a system of GPS tracking and vehicle telemetry sensors that report
vehicle location and operating characteristics in real time. This results in reduced idle time,
closer adherence to speeding laws, more efficient routing, and greater productivity. We are able
to reduce both miles driven and fuel used, and improve our vehicle maintenance, resulting in
increased MPG (lower fuel use) and longer vehicle life (decreased carbon footprint, as fewer new
vehicles will be required). The workforce management component of this system integrates
directly into Lamar’s work order generation tool to guarantee efficient routing of vehicles at all
times. All of these system features have a direct and positive impact on miles driven, fuel
consumption, MPG, numbers of trucks required, truck replacement intervals, and operating
productivity.
At Lamar, we have spent years spearheading innovation in energy efficiency, lighting control,
renewable energy and recycling. We are constantly seeking out and evaluating new technologies
and processes that will allow this important work to continue.
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2. VENDOR STATEMENT
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3. QUALIFICATIONS EXPERIENCE
Brief Company History (including time in business)
Lamar Advertising Company has been a pioneer and leader in the Out-of-Home
advertising industry for more than 112 years. This Fort Collins agreement will continue to be
managed by the local Lamar Fort Collins plant and their experienced group of managers, sales,
administration, and installers. We do not anticipate the need to use any sub-contractors for this
agreement.
We’ve managed transit advertising programs for more than 30 years and are proud to have
received consecutive contract awards from many of our agency partners. We currently manage
nearly 70 transit advertising franchises throughout the U.S., Canada and in Puerto Rico. We
have proven our ability to reinvigorate markets and develop new and innovative revenue
opportunities for Lamar and our transit partners.
Public Agency Reference – Advertising Efforts
Lamar Fort Collins has over 95 combined years of local experience in servicing transit
advertising, including current agreements with:
City of Loveland (COLT)
o 105 West Fifth Street, Loveland, CO
80537
o Phone: (970) 962-2700
Greeley Evans Transit (GET)
o 1200 A Street, Greeley CO, 80631
o Phone: (970) 350-9287
Denver-Regional Transportation District
(RTD)
o 1600 Blake Street, Denver, CO 80202
o Phone: (303)-299-6000
Lamar | Colorado’s staff has 194 years of combined experience in Out-of-Home
advertising.
Onsite Key Personnel Experience
General Manager, Brent Window, has over 20 years’ experience in the outdoor industry.
Brent has and will continue to manage the day to
day operations of the City of Fort Collins sales and
operations for on-bus displays, as specified in the
current RFP.
Sales History
Lamar 2015 revenue was 1.35 billion
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Samples of Work Products for Similar Projects
Over the past three years Lamar has received new contract awards from the following
agencies as the result of competitive bidding:
CNYRTA (Syracuse, NY)
RGRTA (Rochester, NY) –Metro Shelters (St. Louis,
MO) OmniTrans (San Bernardino, CA) in 2013
Buffalo NY & Niagara Falls Airports (NFTA)
(Buffalo, NY) in 2013
SunTran (Tucson, AZ) in October 2013
TARC (Louisville, KY) in 2012
Cache Valley Transit (UT) in 2012
Sacramento RT (Sacramento, CA) in 2012
NFTA (Buffalo, NY – Transit) in 2012
Golden Gate Bridge Transportation (San Francisco, CA) 2012
MiWay - Mississauga, Ontario in 2012
Albany NY Airport in 2012
SAMTRANS (San Mateo, CA) in 2011
Following is a list of significant transit contracts
currently managed. Additional details are available
upon request.
ABQ Ride – Albuquerque, New Mexico
BC Transit – Victoria and Surrounding Markets, BC (consortium of 30+ small
districts)
City of Burlington, ON
City of Mississauga, ON - MiWay
Corporation of the City of Kingston – Kingston, ON
Capitol District Transportation (CDTA) - Albany, New York
City of Tucson, AZ
CTRAN - Vancouver, Washington
Fresno Area Express (FAX) – Fresno, California
Golden Empire Transit (GET) – Bakersfield, California
Golden Gate Bridge Transportation – San Francisco, California
InTransit BC (Canada Line) – Vancouver, BC
Kelowna Transit – Kelowna, BC
Lane Transit District (LTD) – Eugene, Oregon
Livermore Amador Valley Transportation (LAVTA) – Livermore, California
London Transit Commission – London, ON
METRO St. Louis, Missouri
NFTA (Niagara Frontier Transit) - Buffalo, New York
OmniTrans – San Bernardino, California
PALMTRAN - Palm Beach, Florida
Sacramento Regional Transportation (RT) – Sacramento, California
SamTrans – San Mateo, California
Syracuse CNYRTA, NY
Transit Authority of River City (TARC) – Louisville, Kentucky
Translink – Vancouver, BC -
TRIMET – Portland, Oregon
UTA (Utah Transit Authority) – Salt Lake City, Utah
VTA (Santa Clara Valley Transportation Authority) – San Jose, California
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4. LIST OF PROJECT PERSONNEL
Key Leadership Team
Lamar has maintained the leadership role in Out-of-Home advertising along the Front Range of
Colorado since 1971. In addition to our current Denver RTD agreement, we operate transit
agreements with the municipalities of Greeley, Fort Collins, Loveland and Longmont, as well as
being the leading provider of billboards and bulletins statewide with offices in Pueblo, Colorado
Springs, Denver and Fort Collins. The Lamar network provides our clients and customers the
opportunity to market locally, state and nationwide, establishing a significant advantage in
growing their business. Lamar employees 52 people in the state of Colorado.
Our sales efforts are supported daily through an extensive network of Lamar National Sales with
staff of over 46, at offices in New York, Atlanta, Baton Rouge, Chicago, and Los Angeles. In
addition the Lamar Colorado operations crew has a combined 41 years of experience.
Our key personnel listed below have a combined 65 years of outdoor experience & our combined
staff has over 194 years of Out-of-Home advertising experience.
Contact Person – Primarily Responsible
Brent Window – Vice President & General Manager
Brent began his career in outdoor advertising with Lamar over 20 years ago. He started as an
account executive and operations manager in Lake Charles, Louisiana. His success in sales and
operations lead to a promotion to sales manager of that market. In 1997, Brent was promoted, to
Vice President and General Manager of Alexandria, Louisiana, where he spent the next two and
half years managing all aspects of the business. Lamar Alexandria was one of the first transit
markets managed by Lamar and continues to thrive in our Lamar Transit portfolio. In 1999,
Brent moved to run the Bakersfield, California based operations for Lamar in the same capacity.
This success in the development and growth of California, lead to Brent’s selection to manage
Denver, Colorado for Lamar. In April 2011, Brent assumed all responsibilities of managing the
Lamar plant in Denver, including the light rail, bus, shuttles and billboards. In 2012, Lamar
merged with Next Media in Fort Collins, Colorado and Brent assumed the management of those
teams expanding our footprint in Colorado to include transit agreement with Greeley, Fort
Collins, Longmont and Loveland. His involvement at Lamar has included sales, leasing,
operations, administration and public affairs. Brent now calls Colorado home, with his wife and
two children who keep him busy with football, baseball, softball, horseback riding, skiing and
everything else 9 and 11 year olds can think of.
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Professional Organizations: Denver Metro Chamber of Commerce, Fort Collins Chamber,
Loveland Chamber, Greeley Chamber, Big Brothers & Big Sisters, Ducks Unlimited, Outdoor
Advertising Association of America, Colorado Outdoor Advertising Association, Home Builders
Association of Denver, New Denver Advertising Club, American Advertising Association.
References:
1. John Dawson – Purchasing Agent RTD 303.299.2215
2. Tony McCaulay – Senior Manager of Marketing RTD 303.299.2487
3. Brian Iacono – Senior Manager RTD 303.299.2226
James Nobles—Operations Manager & Safety Coordinator
James began his career with Lamar Advertising 8 years ago in Hattiesburg, Mississippi. He
started on the construction crew and worked his way through the ranks to become operations
manager after a year and half of hard work and determination. After five years of successfully
running daily operations as the operations manager and safety coordinator for Lamar
Hattiesburg, he and his wife set their sights on beautiful Colorado to fulfill a lifelong dream of
living in this great state. He has accumulated vast knowledge and experience in billboard
construction, electrical and digital applications as well as direct application for vehicles. He is
certified by the National Commission of Crane Operators, has a Lamar Digital Display
Certification, has completed the OSHA Training Course and American Heart Association
Training, and is First Aid and CPR certified. Safety is the number one priority for James; he
conducts monthly safety meetings, daily/weekly observations, and continuously seeks
constructive feedback from all staff. In April 2013, James assumed responsibility of the day to
day operations for both transit and billboards in the Denver and Northern Colorado market.
James is the direct line of communication between the supervisors at all partner transit facilities
and Lamar. James now calls Colorado his home, with his wife and loved dog. His free time is
occupied with rock climbing, snowboarding, eating Thai food and soaking up the beautiful
Colorado weather. References:
1. Greg Upton – Operations Manager – LAMAR – Jackson, MS 800-893-2560
2. Paul Sanders – Area Field Manager – LAMAR – Gulf Coast Region 251-583-6082
3. Carlos Serrano – Area Field Manager – LAMAR – Western Region 760-250-4220
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Trevin Wecks - Market Manager
Trevin began his career with Lamar Advertising, by way of Next Media, 7 years ago in Fort
Collins, Colorado. After eight years in radio, television and on-line advertising in Colorado
Springs, he was recruited to assume Sales Management for Next Media in Northern
Colorado, Wyoming, Kansas and Nebraska in 2009. As a graduate of Colorado State
University, he and his wife were excited by the prospect of raising their two daughters in Fort
Collins. After two years of orchestrating record breaking sales he was promoted to General
Manager in 2011, where he oversaw all departments including business, real estate, sales and
operations. With the merger of Lamar and Next Media in November of 2012, Trevin became
the Market Manager for Lamar Northern Colorado, where he continues to oversee the day to
day activities for all departments in the Fort Collins office. He loves all the great outdoor
activities that Colorado has to offer, spending his free time cycling, fly fishing, hiking and
snowboarding with his daughters.
Professional Organizations: North Fort Collins Business Association, South Fort Collins
Business Association, Fort Collins Chamber of Commerce, Loveland Chamber of
Commerce, Greeley Chamber of Commerce, Windsor Chamber of Commerce, Realities for
Children, Canyon Concert Ballet.
References:
4. Kurt Ravenschlag – General Manager - City of Fort Collins Transfort – 970-221-6386
5. Will Jones – General Manager - Greeley Evans Transit – 970-691-2893
6. Phil Greenwald – Transportation Planner - City of Longmont – 303-651-8335
Operational Personnel Overview
The key to our successful long-term operations
remains our commitment to customer service,
focused business efforts and frequent, clear
communications with transit partners. Lamar
manages business challenges by placing an
emphasis on training, utilizing our own
employees who live and work in the service
areas, maintaining accurate up-to-date
inventory records and regularly performing
check-ins with our transit partners across the state of Colorado.
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James Nobles, Operations Manager & Safety Coordinator for Lamar Colorado, and his
installation team, will continue to ensure from day one that campaign displays are posted and
removed as planned. Lamar will be ready from day one, to ensure that installations are done in
a timely and safe manner, and are coordinated with the City of Fort Collins garages and
supervisors. Operations personnel will continue to perform in compliance with all safety
requirements. Lamar will continue to provide experienced, knowledgeable personnel for
installation and maintenance services throughout the contract term. The transit operation
staff includes our full time installation team. The crew listed below is a key essential element of
our successful partnerships. The Lamar operations crew has a combined 41 years of experience
in Colorado.
Benjamin Ball – 10 years
Brent Window – 6 years
James Nobles – 3 years
Ryan Shank – 10 years
James Steele – 10 years
Logan Charette – 1 year
Brian Barker – 1 year
Spencer Munson – 1 year
Jim Hunt – 8 years
Dylan Smith – 1 year
Operations and Inventory Management
Local Installers: Installers work and live in the area, we can respond to concerns in
less than 24 hours.
Safety Training: All of our installation employees certify that they have read
Lamar’s Corporate Safety Manual. Installation employees wear high-visibility
vests and safety shoes on shift. Attendance at monthly safety meetings is
mandatory and documented for all operations staff.
Maintaining advertising inventory: Lamar maintains an up-to-date inventory
record showing the current number of buses available as well as the specific products
that are displayed both on interiors and exteriors of buses. Our advertising inventory
record includes the effective contract dates for each display including the expiration
date for each contract.
Scheduling: Lamar will continue to
create and develop scheduling request
procedures and processes to ensure a
cohesive productive relationship with
each garage.
Minimal Impact: Lamar will continue
to supervise our operations staff to
ensure seamless installation and
removal with minimal encumbrance on
transit operations and equipment.
Our personnel will continue to comply with all
stipulated safety regulations including safety and personal protective equipment. We remove any
and all materials; unused products and special waste, dispose of them away from your facilities
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based on OSHA regulations / specifications and requirements of City of Fort Collins. We will
not use hazardous chemicals or materials in transit operations.
Lamar is fully capable and committed to providing all preventative maintenance and cleaning
requirements to ensure the most presentable and effective advertising possible. Lamar has an
outstanding record of success in the work performed by our installation and maintenance teams.
Organization & Planning
Lamar’s Colorado operations include office locations in Pueblo, Colorado Springs, Denver and
Fort Collins. General Manager Brent Window is responsible for all strategies to develop and
grow our revenue streams. Sales Manager Cliff Moak leads the growth and development of our
sales efforts. Our entire organization is focused on delivering the highest customer experience in
Colorado for each and every one of our clients. Our focus and commitment is to have constant
and consistent improvement. Sales staff includes 7 account executives, 3 account managers and
3 sales coordinators who are focused on developing new business opportunities across our
markets.
Operations Manager and Safety Coordinator James Nobles oversees installation teams
throughout the state, coordinates with all operational staff, and schedules all installs and
removals. Office Manager and Financial Account Manager, Beth Riggs provides customer
service and sales support for all sales efforts.
Lamar Graphics, the art services division of Lamar,
employs a talented group of over 50 artists and
customer service representatives. Our art capabilities
give us a significant advantage in the development of
proposals and speculative artwork for each new
proposal. This group guides and provides clients with
the creativity necessary to develop effective
campaigns. Lamar’s investment in art design and
creation is offered as a free, value-added service to
our customers and often is the difference in making
a sale.
Lamar utilizes a Customer Relations Management system to track the status of proposals through
various contracting stages, installation and billing. We employ a new business development
support staffs of 6 individuals that assist our account executives in the development of new
business opportunities. From prospecting to proposals to closing – our teams are focused on
growth. For invoicing and reporting we use accounting software along with a proprietary web-
based interface that links our field offices to headquarters in Baton Rouge, Louisiana.
Lamar invests in Portfolio and MapInfo Professional®, market analysis research tools
which enable Lamar to provide a valuable and free service designed exclusively for our clients
and transit partners. With this software we can profile specific geographies, define individual
lifestyle characteristics and behaviors, including spending and transportation habits, and then
overlay that information directly onto specific transit route maps.
These powerful mapping and demography tools enable Lamar to provide a highly desirable free
service to our clients and transit agency partners.
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Our Guiding Principles
Maximize revenue and growth for our partners
Commit to delivering the highest quality service to our customers
Respond promptly to our customer’s needs and to those of our transit partners
Maintain the highest degree of integrity and professionalism
Continue to innovate and create new products
Demonstrate financial accountability
At Lamar, our goal is to deliver superior financial returns to the City of Fort Collins and
impeccable service to our customers, who range from small local companies to international
corporations. We offer customers a turn-key advertising solution – from the conception of a
campaign to the design of the copy, to the production and installation of the appropriate
materials. This allows them to focus on operating their businesses. As a result, we rank at the
top of the industry in customer loyalty, with annual contract renewal rates exceeding 80%.
Our revenues per bus also ranks at the top of the industry, and our retention rate for our clientele
is the highest in our industry.
Sales Team
A significant Lamar advantage in the marketplace is the fact that we are the largest Out-of-Home
provider and the only one to deliver ―Total Market Coverage‖ statewide. Lamar leverages our
vast national and regional sales resources and our experienced local staff to aggressively
communicate on a consistent basis the value of utilizing transit advertising. The expansion of our
sales and marketing efforts have included a rebranding of our website,
www.lamar.com/northerncolorado, including routes, photos, spec sheets, rates and information
requests.
Each account executive has a specific budget for transit sales across the Colorado market. Each
account manager has a quota associated with developing new business for transit partners. Our
office is staffed with an office/charting manager, operations manager and installation crews,
which will ensure we maintain on-time installation and accurate accounting of all advertising
campaigns.
We are committed to continually refining our sales team based around a tactical focus on new
business development for the City of Fort Collins.
Cliff Moak – Sales Manager
Over 19 years of experience in media sales. Cliff joined Lamar in 2006 in the
Colorado Springs market. His responsibilities included managing monthly
budget for transit sales for the municipalities of Colorado Springs & Pueblo
and working with clients across the spectrum to develop new business for
Lamar. His success in growing business for Lamar in the Southern Colorado market resulted in a
over 28% increase in revenue from 2006-2011. Cliff was promoted to Denver Lamar in 2012 as
Sales Manager where he was responsible for all sales and marketing efforts for its local staff.
Denver has exceeded all budgets for our multiple companies since 2011, experiencing growth of
over 18% in combined revenue for that period. His responsibilities expanded in 2012 to include
sales management of our Northern Colorado efforts, including transit agreements with Greeley,
Fort Collins, Loveland and Longmont.
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Professional organizations include past president of the Colorado Springs American Advertising
Federation, Denver Metro Chamber of Commerce, GIVE! Campaign Chair, Big Brother Big
Sisters, New Denver Ad Club and Colorado Outdoor Advertising Association.
Samantha Huff – Account Manager
Joined Lamar May 12, 2014
Samantha manages and ensures a superior customer experience for each Lamar
campaign. Developing and managing a process driven customer experience.
Samantha is providing completion reports, billing assistance, production
services and customer follow-ups which are all key elements in our success.
Paul Zapata – Senior National Account Executive
Joined Lamar January 15, 2001
Matt Wells – Account Executive
Joined Lamar/Next Media September 1, 2002
David Brunacci – Senior Account Executive
Joined Lamar/Next Media February 23, 2004
Lori Johnson – Account Executive
Joined Lamar January 21, 2011
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Michael Cosgrave – Account Executive
Joined Lamar August 1, 2012
Lynn Joiner – Account Executive
Joined Lamar February 28, 2006
Elise Milam – Account Executive
Joined Lamar August 20, 2012
Beth Riggs – Office Manager and Financial Account
Manager
Joined Lamar September 12, 2011
Local Sales
Lamar’s offices in Denver, Fort Collins, Colorado
Springs and Pueblo, consist of experienced and well-
trained local sales professionals that have built a base
of local business since 1971. By selling annual
contracts to local businesses, Lamar is able to help
advertisers benefit from long-term exposure and product branding which ultimately delivers the
best results.
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The increased presence and visibility afforded with the addition of Transfort buses means that
our clients will identify with and acknowledge that transit advertising is an attainable and
valuable medium. This creates more demand, increases occupancy and holds rate integrity.
Regional Sales
Regional Relationships in the West
Through the years, Lamar has established successful relationships with regional advertising
agencies that traditionally serve clients with multiple locations throughout the West. Lamar has
excellent connections with advertising agencies throughout the Western United States and is
proactive in its efforts to expand this part of our business plan. We have more than 20 other sales
offices in the Western US that will also generate sales leads to support our advertising programs
related to this RFP. Regional buys often develop into large, multi-state campaigns or national
buys that maximize revenue potential.
National Sales
From Coast to Coast
Lamar Colorado will continue our frequent sales trips providing to our clients presentations of
―Why Colorado, Why Outdoor, Why Lamar‖ across the nation each year. As well, we will
coordinate with the Lamar network of national sales executives to propose new business for our
transit partners in Colorado each day. In the past few years, our local Colorado sales staff has
traveled for presentations across the country visiting and meeting with new and
prospective clients from Dallas, Los Angeles, Phoenix, Atlanta, Baton Rouge and New
York.
As well, we will continue to present to our Lamar corporate headquarters on an annual basis the
importance of Colorado’s transit footprint and how it positions our clients with the only
opportunity to have complete coverage across Colorado – it’s a key to our success and we’ll
continue to tell our story.
Nearly two dozen national Lamar sales representatives maintain key relationships with major
advertising agencies throughout the United States and Canada, from offices in New York,
Chicago, Los Angeles, San Francisco, Baton Rouge and Atlanta. These Lamar representatives
work together on a weekly basis to discuss forth-coming national buys and to make certain that
they receive exposure and consideration. In addition, Lamar has more than 200 sales offices
across North America. Both regional and national salespeople work directly with these contacts
to facilitate opportunities that will benefit the City of Fort Collins.
Sales Plan
Lamar’s sales plan includes a focus on annual contract sales direct to local businesses. This helps
advertiser’s benefit from long-term exposure and product branding to ultimately deliver the best
results. Because of this extended exposure, we experience customer loyalty and renewal rates
that are the highest in the industry.
Lamar believes in a consultative sales approach where client’s needs are identified and an
advertising campaign is then customized to provide a direct solution. By selling campaigns that
include the proper amount of displays for the proper amount of time, we have found that our
clients continue to utilize transit advertising as part of their long-term marketing efforts.
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Our Sales Team is structured to provide clear recognition and measurement of key
responsibilities:
Prospecting
Proposals
Closing
Lamar establishes monthly, quarterly and annual budgets for sales. Account Executives are
required to generate new advertising opportunities for our transit partners and performance is
measured against these goals each week. Lamar sales coordinators provide sales materials, one
sheets, transit maps, photos, speculative artwork and templates to account executive to drive new
business. Transit advertising opportunities are included on every
response to national agencies.
Lamar leverages existing client relationships, both local and
national, through Lamar nationwide network of over 800 sales
people. Sales manager works with our local and national transit
marketing teams to create specific marketing materials,
campaigns, and promotions specifically for our current transit
partners in Colorado.
Our Sales Manager and Account Executives network within the local area Chamber of
Commerce, Ad Clubs and other business organizations to promote transit advertising
opportunities to prospective buyers.
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5. ORGANIZATION CHART
PROPOSED PROJECT TEAM
Organizational Changes
LAMAR TRANSIT, LLC
In April, 2014, Lamar Advertising received approval from the IRS granting permission to
convert to REIT status effective January 1, 2014. This does not change how we operate our
business, but it does change the treatment of assets in regard to taxation.
Lamar Advertising
Headquarters
Baton Rouge, LA
Lamar | Colorado
Brent Window
Vice President &
General Manager
James Nobles
Operations Manager
& Safety Coordinator
Cliff Moak
Sales Manager
Sales Team
Paul Zapata, David Brunacci,
Lori Johnson, Matt Wells,
Elise Milam, Mike Cosgrave,
Lynn Joiner, Sami Huff,
Steven Geist, Stephanie
Reyes
Installation Crew
Benjamin Ball
Ryan Shank
James Steele
Logan Charette
Brian Barker
Spencer Munson
Jim Hunt & Dylan Smith
Dylan Smith
Beth Riggs
Financial Account
Manager
Lamar Advertising
Company
President
Kevin P. Reilly
Chief Executive
Office
Sean Reilly
Chief Financial
Officer
Keith Istre
National Sales
John Miller
VP & Director National Sales
Plus team of 22 in US
including the cities of
New York, NY
Los Angeles, CA
Chicago, IL
Atlanta, GA
Dallas, TX
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To comply with REIT requirements, the company must hold assets that do not qualify as real
estate in separate entities. Because transit contracts do not qualify as real estate assets, Lamar
formed Lamar Transit, LLC to hold all interests in its transit operations.
Our organization is as follows: Lamar TRS Holdings, LLC – Business Name: Lamar Transit,
LLC which is a wholly owned subsidiary of Lamar Advertising Company.
6. AVAILABILITY
Lamar is available for immediate participation in this proposed project to sell advertising in the
Fort Collins’ market. We are currently fully staffed and operate a full shop & office located at
2649 East Mulberry Street, Fort Collins. We also operate offices statewide with locations in
Denver, Colorado Springs and Pueblo, as well as over 150 locations nationwide.
We are available for on-site interviews at any time during the weeks of September 23
rd
and
September 30
th
, as requested, or anytime time and place requested - we’ll be there.
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Why Lamar?
Lamar Advertising Company was established in 1902 and is one of the world’s largest outdoor
advertising companies. We provide advertising services on 150,000 billboard displays in 43
states, including 1,971 digital displays. We are also a leader in the highway logo signs industry
operating 100,000 displays in more than 20 states.
Our Transit division is dedicated to advertising on buses, trains, ad benches, shelters, stations and
high-tech digital displays. We’ve managed transit advertising programs for nearly 30 years
and currently operate transit advertising programs on behalf of nearly 70 agencies across
the US, Canada and in Puerto Rico. The advertising programs we manage vary both in the size of
the transit operation and the scope of services required by the agencies involved.
Start Up Procedures
Lamar has developed a streamlined, experienced organization that continues to improve. If
awarded this contract, there would be no interruption in the commercial sale and deployment of
advertisements. Lamar is fully established & will continue with our experienced staff and
organization to deliver exceptional results for the City of Fort Collins and our clients.
Advertising Policies
Lamar conforms to all Advertising Policies and will ensure that the highest quality
advertisements are displayed on Fort Collins buses.
Lamar has an obligation to exercise sound judgment relating to the acceptance of advertising that
we place on vehicles. Lamar trains its sales personnel to screen potential clients and review
proposed advertising copy for objectionable content.
Lamar takes great pride in becoming familiar with the advertising policies, standards and
restrictions for its respective public partners and works hard to create definite, uniform
application and adherence to these standards.
Lamar does not knowingly accept any advertising that is false, misleading or deceptive
commercial speech.
It is Lamar’s intent not to allow or cause any of its providers’ assets to become a public
forum for the debate, dissemination or discussion of public issues. In the case of any
disputes, we discuss appropriate solutions and adhere to the final decision of City of Fort
Collins.
Free Speech Issues
Lamar is experienced with issues and differences involving free speech and commercial free
speech, and works effectively to protect our partners from direct involvement with clients
pertaining to these issues. Lamar has a successful record in monitoring public reaction to
advertising we place.
Reporting, Record Keeping and Accountability
Lamar has an outstanding reputation for providing timely reporting, accounting and
contract information. We are able to provide accurate contract administration necessary
to fulfill the scope of the agreement outlined.
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Lamar maintains records of installation, removal and certificates of audit for each
display. All pertinent information is recorded, including advertiser, terms of each
contract, display type and number.
As a public company Lamar is particularly sensitive to client trust and the need for sound,
ethical accounting and reporting behaviors.
Lamar adheres to SEC requirements and Sarbanes-Oxley. This includes our coordination of all
client sales contracts, advertising production, posting and removal of advertising materials. As
well Lamar will manage the billing and collections activities and other customary business
practices. Lamar considers our business practices a corporate asset and strives to provide the
detail and transparency required by our clients and RTD.
What We Stand For
Serving Our Customers. We are dedicated to building strong relationships, providing
excellent customer service and delivering value to our customers. We are always looking
for innovative new ways to support our customers and to become an even more valued
media partner.
Safety First & Always. Safety is our top priority. Our largest audience is the driving
public, and we understand that people see out-of-home ads while driving at high speeds.
We are firmly committed to the safety of the general public and in in addition to
following external laws and regulations, we adhere to the OAAA Code of Industry
Principles. We also create and maintain safe working environments for all of our
employees.
Community Support. Our goal is to leave every place that we’re privileged to operate in
better than the way we found it. We strive to be responsible corporate citizens. In
hundreds of communities across the U.S., Canada and Puerto Rico we support non-profit
organizations in many ways including donations of time, through our Good Works Public
Service Advertising
program and utilizing our extensive Digital Display network to broadcast Amber, FBI,
FEMA, Crime Stoppers and other emergency alerts on a local, state or national level.
Honesty and Integrity. We live by the Golden Rule, and we operate with honesty and
integrity in every aspect of our business. We are open with our employees, transparent
with our customers and loyal to the communities in which we serve.
Continuous Improvement. We strive to be the best. And more importantly, we are
always focused on how we get better. An example of this would be working with our
business partners to determine better, more environmentally sound ways to handle
disposal of residual vinyl material.
Diversity and Inclusiveness. Lamar is an Equal Opportunity Employer committed to a
diverse workforce. We hire without regard to race, color, sex, national origin, religion,
age, marital status, sexual orientation, gender identity, gender expression, disability,
veteran’s status, height, or weight, or any other characteristics protected by law. We have
implemented an extensive on-line Affirmative Action program to ensure we are fair and
unbiased in our interviewing, hiring and promotion activities.
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San Francisco, CA
Baton Rouge, LA