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HomeMy WebLinkAboutVerdin - Bid OnCall CommNovember 19, 2021 CITY OF SAN LUIS OBISPO Qualifications for on-call Consulting for Communications Support Services Table of Contents Letter of Interest 3 Relevant Experience of Key Personnel & the Firm 8 Fee Structure 18 Client References 20 Additional Services 25 We are Obsessed with integrity We are devoted to our work and maintain a high level of transparency with our clients Passionate about strategy We are dedicated to understanding your goals, reaching your audiences and delivering the best marketing support Continuing to build our brand We have cultivated a stellar reputation through 18+ years of service A tight-knit team We are small but mighty—we have the agility to completely focus on you and your needs Opportunities Letter of Interest 3 You want the City of San Luis Obispo to communicate clearly and efficiently with all of its stakeholders to increase public confidence and community satisfaction. But developing strategies and deliverables for so many projects—on top of keeping a city running smoothly—can be challenging, making it hard to stay organized and effective. Verdin understands and can meet all your communications needs. We will draw on our ample experience with government communications, outreach, brand building, and more to help the City of SLO accomplish its goals. We do the research needed to develop transparent messaging that resonates and builds trust with your audiences. The Verdin team will help streamline your communications processes by providing strategic and creative deliverables as needed for your organization. Verdin Marketing Ink, Co is structured as an S Corporation, privately owned by Mary Verdin (majority), Ashlee Akers (minority) and Michelle Starnes (minority). We have the time, personnel and resources needed to provide on-call consulting services and meet the minimum qualifications listed in your RFQ. We will also adhere to the provisions described in the RFQ. I am the main contact for this submittal and a legal representative for Verdin. Sincerely, Mary Verdin President & Chief Strategy Officer mary@verdinmarketing.com | T: (805) 541-9005 | F: (805) 541-9007 3580 Sacramento Dr #110, San Luis Obispo, CA 93401 DBE Firm No. 42625 Effectively communicating with all constituents to build public confidence and community satisfaction. 4 Letter of Interest (5-page maximum). Please include in the submittal a letter introducing the consultant and expressing the consultants interest in being considered for on-call consulting services, clearly identifying the applicable sub-area(s) of interest. The letter of interest should also include ALL the following: ●Provide the name of the entity, its mailing address, telephone, facsimile number. Please describe the organization. ●Indicate that the Consultant has the availability and time to dedicate the personnel and resources necessary to provide on-call consulting services. ●Indicate that the Consultant has the minimum qualifications listed in Section III above. ●Indicate the intention of the Consultant to adhere to the provisions described in the RFQ. ●If selected to provide on-call consulting services, the Consultant will be expected to sign a service provider agreement with the City. ●Please identify the contact person responsible for the submittal, specifying the name, title, and contact information ●Please note that the person signing the letter of interest must be a legal representative of the Consultant authorized to bind the Consultant to an agreement in the event of an award. Summary of services Effective communication is an essential component of city government. The City of SLO is committed to maintaining open communication with all of its stakeholders. You need an experienced partner to help you streamline your processes and develop materials. Here are the services Verdin will provide: ●Strategy and processes: Verdin will use our tried-and-true 360 process, outlined on the next pages, when working with the City of SLO. Having worked on several City projects already, we have a head start and already understand the city and are familiar with the different departments. We will start with a planning meeting to talk specifically about your overall objectives and future goals. This will be the basis for all branding and communications materials. ●Public Information & emergency communications: We will work with you to create strategic key messages and materials and distribute them as needed to all audiences, including the media, residents, nonprofit service providers, business owners and operators, community representatives and other government agencies. We can also support the City’s communications team in crafting and distributing information to internal audiences and during emergencies. ●Media planning & buying: Verdin works closely with our media buying partner, Mosaic Media to ensure that all strategies and campaigns are effective in reaching specific audiences with the right messages. ●Branding & content creation: Our in-house creative team will concept, develop and produce all content, as needed for various platforms, including digital, print, television, radio, social media, public speaking and more in alignment with the brand and the goals. ●Stakeholder engagement & information gathering: We will ensure stakeholder engagement is high by gathering information, organizing and facilitating focus groups, conduct surveys and employing other tactics as needed. ●Construction project information facilitation: We will draw on our experience from providing communications for several construction projects with the City of SLO and other government agencies to effectively facilitate communication among stakeholders.5 6 The Verdin 360: Our approach for the City of San Luis Obispo The next page contains our process for developing strategic outreach through multiple channels to multiple audiences throughout the city. The Verdin 360 is our proprietary process for creating strategies with strong foundations, measurable objectives and clear tactics. On the following pages, we’ve filled out the three steps of our process—Groundwork, Get Working and Gauge Results—with an approach specifically designed to meet your needs. Verdin 360 1. Groundwork Discover where you are now and plan where you want to go. In the Groundwork phase, Verdin will work with you to discuss overarching goals and establish the opportunities and barriers for the City as a whole. We’ll also dive into research, gleaning input from key stakeholders to set objectives to support your goals and confirm metrics to determine a path forward. The Verdin team will draw on our expertise with the City of San Luis Obispo, working to build consensus with key stakeholders and develop a comprehensive marketing plan with strategies on how to get the right messages to the right audiences. Bring the plan to life. In the Get Working phase, our team will get to work in deploying earned and owned communications strategies and develop creative assets and content as needed. In addition to being dynamically creative, our work is strongly driven by data and results. We actively manage all communications channels, tracking the metrics we defined in the Groundwork phase to determine the impact of our campaigns. Evaluate and adjust as needed. Using the performance data collected during the Get Working phase, we will monitor results and adjust, as needed, to reach your goals. This phase helps us decide together what is working best. Then we will adapt our strategy and tactics to leverage this success. Our reporting system ensures that you see this data on a regular basis, in a transparent format that continually offers recommendations. 2. Get Working 3. Gauge Results 7 8 About Us Relevant Experience of Key Personnel & the Firm 9 Key Personnel Mary has 30 years of marketing experience and an energy that keeps ideas fresh and strategic. Her personal list of awards, combined with the industry awards our agency wins every year, reflect Mary’s proven ability to create communications success for clients. An innate problem solver and natural leader, she founded Verdin more than 17 years ago and continues to grow the firm with a gusto for finding ways to give back to the community. Mary works from our office in San Luis Obispo. Experience, Credentials and Education: Mary Verdin President & Chief Strategy Officer Role: Participates in discovery and initial meetings, provides ongoing strategic input. Ashlee Akers Partner & VP of Client Services Role: Participates in strategic planning meetings, oversees and reviews branding and marketing strategies. Ashlee guides Verdin’s account staff with enthusiasm, and plays a leading role in all client work. Her friendly and dynamic personality makes our clients instantly feel comfortable and confident. She is the master of surpassing client needs with an unwavering devotion to achieving stellar results. Ashlee works from our office in San Luis Obispo. Experience, Credentials and Education: ●Relevant experience: strategically involved in the work performed for all Verdin clients, notably those listed as work samples and references in this proposal ●Partner at Verdin; 10 years with agency ●12 years of experience in tourism marketing and advertising ●San Luis Obispo Tribune Top 20 Under 40 ●Pacific Coast Business Times Who’s Who in Marketing & PR ●Serves on Central Coast Tourism Council Board of Directors ●Serves on marketing and branding committee for SLO CAL ●Cal Poly, San Luis Obispo: Agriculture Science/Agricultural Business ●a summary of their past experience performing similar services for other jurisdictions, and a resume of each key personnel, including experience working with City staff, local San Luis Obispo community groups and decision-makers, and regional partner agencies. ●Stevie Award—Women in Business ●PRSA Professional of the Year ●Rotarian of the Year ●Leadership SLO, Class IV & Leadership California, Class 24 ●Director on the SLO Chamber of Commerce Board ●President’s Award, National Philanthropy Day, AFP ●UC Davis: Psychology ●Relevant experience: strategically involved in work performed for all Verdin clients, notably those listed as work samples and references in this proposal ●Pacific Coast Business Times Awards: 40 Under 40; Top 50 Women in Business; Who’s Who in Marketing & PR 10 Key Personnel Role: Provides day-to-day support for clients through various marketing channels, including web, emarketing, social media and more. Allie uses her strong communication skills and multitasking abilities to help coordinate behind-the-scenes work for Verdin’s clients. She assists account managers with projects on various platforms to create successful results. Allie works remotely and currently resides in Brentwood, California. Experience, Credentials and Education: ●Relevant experience: Assists with day-to-day communication and implementation of all campaigns and deliverables, notably those listed as work samples and references in this proposal ●Cal Poly, SLO: Journalism and Modern Languages & Literature Allie Rohlfs Account Coordinator Role: Participates in creative planning meetings, develops key messages and concepts for brand, ensuring all written work is consistent with the brand voice. With an eclectic background in journalism and nonprofit marketing, Amy uses her creativity and writing skills to tell the stories of Verdin’s clients on all platforms. Amy works from our office in San Luis Obispo. Experience, Credentials and Education: ●Relevant experience: Helps concept and develop copy for all Verdin clients, notably those listed as work samples and references in this proposal ●More than 13 years of writing experience ●Cal Poly, SLO: Journalism Amy Blasco Copywriter Role: Participates in creative planning meetings, develops brands, campaign and ad concepts and oversees and reviews all creative produced for our clients. Megan is the helm that steers Verdin’s creative team right direction. Her keen eye and strategic mind lead Verdin to produce work that is strikingly distinct. Megan works remotely and currently resides in Richmond, Virginia. Experience, Credentials and Education: ●Relevant experience: strategically involved in the work performed for all Verdin clients, notably those listed as work samples and references in this proposal ●14 years design experience in various industries ●Brooks Institute of Photography: Visual Communications Megan Condict Creative Director ●Key Personnel Experience. The submittal must identify the key personnel that is to be assigned if awarded a contract, detailing their qualifications, areas of expertise, a summary of their past experience performing similar services for other jurisdictions, and a resume of each key personnel, including experience working with City staff, local San Luis Obispo community groups and decision-makers, and regional partner agencies. 11 Key Personnel Support Team Michelle Starnes Partner & Operations Manager Michelle keeps the firm striding forward as a strong partner for clients and an incubator for innovative ideas. Natalie Bovee Account Manager Natalie organizes big ideas into practical steps to accomplish clients’ goals. She’s a strong advocate for our clients and manages accounts with optimism, energy and care. Katie Kollmann Graphic Designer Katie approaches design work through a lens of thoughtfulness and strategy. Her knowledge of what will work means our designs are as smart as they are stunning. Adam Verdin Principal Adam is well-accustomed to a bird’s eye view and uses this big-picture mentality to keep the firm strategically focused on our foundations. Pam Riordan Bookkeeper Pam brings eagerness and proficiency to Verdin’s accounting activities. Our team and clients appreciate her accurate billing and timely payments. Candice Walton Project Manager Candice draws on her background in tourism, business development and project management to make sure work at Verdin is completed on time and on budget. 12 Subcontractor: Mosaic Media ROLE: Participates in discovery and initial meetings, plans and executes media buys for Verdin’s clients. Arturo Cosio has a passion for playing with numbers and turning them into results for clients in the ever changing landscape of marketing. As Director of Brand Partnerships, he is responsible for establishing relationships with other agencies and businesses to help either grow their marketing services or promote their products and services with our award-winning media team. He works closely with all team members at Mosaic to assess our partners’ needs, set up goals, and create effective marketing strategies to achieve long term success. Arturo has been the bedrock of many of Mosaic’s partners throughout the years. His calm, reassuring demeanor and experience will keep projects moving seamlessly on time and on budget, and giving our partners one less thing to worry about. EXPERIENCE, CAPABILITIES AND CREDENTIALS: ●Strategically involved in planning and executing media buys for Verdin ●Degrees in Marketing and Business Management Arturo Cosio Director of Brand Partnerships ROLE: Oversees operations and services for Mosaic clients. Mary Ann started her career in media by working as a senior sales executive for some of the nation’s largest media outlets. After discovering her talent and love for all things media strategy, she founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country. Her hard work and savvy strategy skills have led Mosaic to year-over-year growth, and has expanded her impact as an industry leader in all things traditional, digital, and everything in between. Mary Ann’s hands on approach ensures she understands the moving parts of Mosaic at all times, allowing her to provide tailored insight and guidance to the Mosaic team and her clients. Client success is her No. 1 priority and how she measures her own accomplishments, all of which is apparent in her tireless drive and strategic approach to every project. EXPERIENCE, CAPABILITIES AND CREDENTIALS: ●Strategically involved in media buys for Mosaic clients ●2020 award from Cynopsis Media naming her as a Top Woman in Media Mary Ann Pruitt President & CEO The Verdin team has a close partnership with the Mosaic Media team who strategizes, plans and implements all of the media buys for our clients. 13 City of San Luis Obispo Marsh Street Bridge Project “Verdin was well organized and in touch with the project. The outreach to the community was spot-on as they worked closely with FE on project updates.” Jerry Missamore Assistant Resident Engineer Filippin Engineering Inc “I really appreciate how supportive the [Verdin] team has been throughout the whole process of the study. [They] have been great, and I honestly hope that another opportunity emerges in the future where we’ll need your expertise to help us on a project we are doing.” — JD Douglas Project Manager, HDR Engineering When Caltrans deemed this 100-year-old bridge at the corner of Santa Rosa and Marsh Streets in San Luis Obispo structurally deficient, the City of San Luis Obispo moved forward to replace it to ensure public safety. The nine-month project, which required the closure of city streets, involved a multi-faceted plan to communicate with public about construction, traffic detours, impacted businesses, and more. Verdin’s communications plan helped gain and sustain community awareness, supporting the City’s ability to complete construction early. The top 14 best performing social media posts for the campaign garnered 50,476 impressions and 772 active engagements. “Verdin was well organized and in touch with the project. The outreach to community was spot on as they worked close with FE on project for updates on progress ” — Jerry Missamore Assistant Resident Engineer Filippin Engineering Inc. MATT DAVIS, RESIDENT ENGINEER | MATT@DAVISCME.COM | (805) 450-7949 Firm Experience ●Firm Experience. The submittal must describe the Firm's pertinent project experience, including a list of performed relevant projects, past performance, individual or team accomplishments, and examples of similar work for San Luis Obispo or neighboring jurisdictions in California, including experienceworking with City staff, local San Luis Obispo community groups and decision-makers, and regional partner agencies. 14 County of San Luis Obispo - 2020 US Census We assisted the County of San Luis Obispo in its efforts to count all residents in the 2020 Census by developing and executing a community outreach plan for non-responsive populations convincing them to participate. This project included a full marketing strategy, branding and logo design, English/Spanish collateral, digital advertising campaigns for multiple target audiences, and social media content. In addition to the County, we worked with community partners from organizations throughout the county to build consensus in how we conducted outreach to non-responsive populations. “We have worked extensively with the Verdin team on many publications and social media awareness efforts. They have provided creative and timely material always meeting deadlines and working within limited budgets. It is a pleasure to work with them. The Verdin team was an integral and important part of the Census 2020 outreach across San Luis Obispo County. They provided creative and thoughtful design and implementation.” Heidi McPherson CEO, The Community Foundation of San Luis Obispo County and Census community partner Heidi@cfsloco.org “I really appreciate how supportive the [Verdin] team has been throughout the whole process of the study. [They] have been great, and I honestly hope that another opportunity emerges in the future where we’ll need your expertise to help us on a project we are doing.” — JD Douglas Project Manager, HDR Engineering HEIDI MCPHERSON (COMMUNITY FOUNDATION - COMMUNITY PARTNER) | HEIDI@CFSLOCO.ORG | (805) 543-2323 — Heidi McPherson CEO, The Community Foundation of San Luis Obispo County and Census community partner Firm Experience 15 “I really appreciate how supportive the [Verdin] team has been throughout the whole process of the study. [They] have been great, and I honestly hope that another opportunity emerges in the future where we’ll need your expertise to help us on a project we are doing.” — JD Douglas Project Manager, HDR Engineering JD DOUGLAS (HDR ENGINEERING, CONTRACT PRIME) | JD.DOUGLAS@HDRINC.COM | (714) 368-5630 15 City of San Luis Obispo, Support Local The more you SLO, the more SLO grows. The Verdin team works with the City of SLO to create eye-catching, authentic marketing materials to inspire people to shop local and drive spending in our hometown. All of our deliverables use thoroughly researched tactics to tell SLO’s unique story as a community and cultural experience. Below are some social media graphic examples developed for specific programs. “The team has been incredible! They have been flexible with changing priorities, always meeting deadlines and delivering top notch work in all situations. They listen to feedback and come back with a solution-minded response. It has been a pleasure to work with the team this year.” Molly Cano Tourism Manager City of San Luis Obispo mcano@slocity.org Firm Experience 16 Visit Atascadero Branding & Advertising When people think of San Luis Obispo County, they think rolling vineyards and crashing waves. They don’t think “Atascadero.” This inland town was struggling to obtain “top of mind” space in comparison to its neighboring communities of San Luis Obispo, Paso Robles and Morro Bay. Our branding and advertising sheds light on the rural beauty, genuine hospitality and sweet simplicity that make Atascadero an integral part of any San Luis Obispo County getaway. Verdin created a new brand that captures the essence of the city’s personality and marketing and advertising strategies to successfully reach potential visitors. “We are very fortunate as a city to have acquired Verdin’s services. Their level of professionalism, execution, and positive personalities are second to none. I can with complete confidence recommend Verdin to anyone looking to market and promote their destination, business, and/or organization.” Amar Sohi Current Board Member & Past Chair, Atascadero TBID asohi@hieatascadero.org  (805) 462-0200 Previous Logo Firm Experience 17 General Firm Information Verdin has 11 team members and is headquartered in San Luis Obispo, California. There are no other branch offices and Verdin has been in business since 2003. General Firm Information. General firm information including the number of employees, location of firm headquarters, branch offices, and t h e number of years in business may also be provided. Please note that general firm information is not a substitute for the specific information requested in Sections IV.2.a and b above. What Sets Us Apart Integrity Based Marketing Integrity is one of our four core values and a principle that has guided our agency since its founding. Verdin believes in detailed and transparent reporting, and we will include as much detail on our invoicing as you want to see. We don’t feign perfection in situations where improvements can be made. Instead, we make recommendations and constantly improve outreach efforts so results keep getting better. Creative Rooted In Strategy Research into the lifestyles, behaviors and desires of your target audience guides our creative team to develop advertising messages that resonate. Our team makes strategic recommendations and works with you to craft campaigns that embody your brand and what it promises — and you’ll have a lot of fun with us along the way. Ample Experience With Nonprofits One of Verdin’s strengths as a full-service marketing and advertising firm is positioning nonprofits as integral members of their communities. We strive to build awareness among a range of audiences through compelling brands. We also enjoy collaborating with multiple stakeholders and are dedicated to providing clear communication and information at all times. Internal Process for Client Work Client Sign-off Our policy is clear and straightforward: no actions are undertaken without the client’s approval. This goes for purchasing, too. Before printing or purchasing, we provide initial estimates with recommendations, so clients may consider pricing options. One Reliable Point of Contact To keep things streamlined, each of our clients has special attention from one main source of contact. The client’s Account Manager manages the budget and coordinates projects — an efficient way to give our clients dedicated attention to a full team of specialists. Our team uses an industry software system called Workamajig to ensure that all of our projects, communications and billing practices are streamlined. Transparent Invoicing & Reporting & Reconciliation of Pre-paid Media We have an uncompromising commitment to transparency in billing and reporting, so our clients have all the information they want to see in each report. If applicable, media will be reconciled each month and adjusted as needed. We will provide reporting and updated invoices as needed as back up for any adjustments. Billing & Related Requirements Invoices Verdin does not offer any discounts for payment within certain timeframes. Payments in the form of checks is preferable and credit card payments are accepted with a 3.5% service charge. Sales and Use Taxes Taxable items are identified within the budget management. Verdin’s bookkeeper will include appropriate tax on invoices and your Account Manager will verify all tax charges before you receive the invoice. 1818 Budget Fee Structure Scope of Work Following the Verdin 360 process, our team would complete the scope of work listed below. A more specific scope of work that includes detailed project pricing and expenses, which could include production and media expenses, can be defined and tailored to fit within a specific budget based on our hourly rates listed. Billable hourly rates that this budget is based on: Principal/Strategic: $176 VP/Account Supervision: $152 Creative Direction: $152 Account Management:$145 PR Coordination: $134 Media Strategy: $134 Copywriting: $134 Graphic Design: $134 Account Support/Prod: $124 Clerical: $100 Travel: $71 19 ●Strategic public outreach, information and engagement planning Public information distribution ●Emergency communications services ●Brand awareness strategies ●Media planning and buying ●Small projects - content creation, including: ○Full-service graphic design ○Light graphic design projects ○Video and photography production ○Key messages development ○Speechwriting and editorial content ○Media relations and news releases ○Informational, educational, social media posts ●Construction project information facilitation ●Stakeholder engagement and information gathering Fee Structure. Please include a clear and comprehensive fee schedule, including a detailed statement of hourly rates for all positions and classifications of individuals involved and reimbursable expenses. Please also include the rates for a project-by-project basis, as noted in the sample Scope of Work above. Verdin consistently rates high in client satisfaction with regards to value and budget management. We can work with the approved budget provided by you to determine the best use of those funds for efficiency, effectiveness and value. 20 Our Process Client References 21 Names We Stand Behind 22 References References 1 Customer name: County of San Luis Obispo Street Address:1055 Monterey St., Ste D430 | San Luis Obispo, CA 93408 Contact Individual Kristin Eriksson Email address:keriksson@co.slo.ca.us Telephone number:(805) 781-5014 Project name:2020 Census Campaign Dates worked performed: November 2019 - July 2020 Summary of scope of services ●Marketing plan development ●Campaign development ●Branding and creative content development ●Collateral development and production ●Media strategy implementation ●PR support Contract Amount: $57,690 (including $30,000 media buy) Report Sample No report available as the report creation was not included in the scope. 23 References References 2 Customer name: City of San Luis Obispo - Support Local Program Street Address:990 Palm Street, San Luis Obispo, CA 93401 Contact Individual:Molly Cano Email address:mcano@slocity.org Telephone number:(805) 781-7151 Project name:Support Local Program Marketing Dates worked performed: July 2021 - Current Summary of scope of services ●Strategy update ●Account management ●Business Insider program implementation ●Ticket Tuesday program implementation ●Creative development ●Website updates ●Media planning and buy Contract Amount: Annual budget for 2021-2022: $74,986 (including $38,000 media buy) Report Sample Report sample can be viewed here: https://www.dropbox.com/s/rjuiha9ned1cyne/Support%20Local%20Program%20Presentation%20Deck%204_14_2021.pdf ?dl=0 24 References References 3 Customer name: Atascadero Business Improvement District Street Address:6500 Palma Ave, Atascadero, CA 93422 Contact Individual:Terrie Banish Email address:tbanish@atascadero.org Telephone number:(805) 470-3400 Project name:Visit Atascadero Marketing Dates worked performed: July 2016- Current Summary of scope of services Current fiscal year scope: ●Strategy, planning, meetings and development of marketing plan ●Creative development as needed ●Website updates ●Monthly social media management ●Monthly enewsletter development ●Public relations efforts ●Media planning and buys Contract Amount: Annual Budget for 2021-2022: $199,559 (including $102,000 media buy) Report Sample Year in Review Sample can be viewed here: https://www.dropbox.com/s/xios98lt7t7qfd4/ATBID%20Year%20in%20Review%202019.pdf?dl=0 25 Our Process Additional Services 26 Our Services When you hire Verdin, you get access to a team of specialists + a full range of marketing services under one roof. And it’s all customized to your goals. ●Marketing Plans ●Strategic Planning ●Corporate Identity & Branding ●Image Perception Assessment ●Customer Relationship Management Marketing & Brand Management ●Strategic Campaign Concepting ●Digital, Print & Broadcast Ad Development ●Media Strategies ●Media Buying ●Campaign Monitoring & Reporting Advertising ●Social Media Strategies & Content Development ●Social Media Monitoring & Management ●Blogging ●Search Engine Marketing ●Mobile Marketing Digital Marketing ●Site Planning ●Writing, Designing & Programming ●Search Engine Optimization ●Ongoing Website Maintenance Website Development ●Public Relations Strategies ●Press Release Writing & Distribution ●White Paper Development ●Trade Show Booth Management ●Crisis Communications Public Relations 27 Mission Statement We help build strong communities through strategy, consensus building and storytelling A streamlined partner to support SLO communications © 2021 by Verdin Marketing. All Rights Reserved. This work is the property of Verdin Marketing and no part of it can be reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of Verdin Marketing, except where permitted by law.