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HomeMy WebLinkAboutCOB RFP_Flying Horse Communication_June_2021CITY OF BOZEMAN RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort June 21,2021 Company:Flying Horse Communication, Inc. Address:212 Discovery Drive, Suite D Bozeman, MT 59718 Contact: Murray Steinman, President & CEO Phone: (406) 581-9664 Email:Murray@fhcommunication.com Murray Steinman and Deborah Smart, Business Manager, are authorized to sign agreements on behalf of Flying Horse Communication, Inc.with the City of Bozeman. Kind regards, 2 Contents EXECUTIVE SUMMARY 4 FIRM/INDIVIDUAL PROFILE 7 SCOPE OF PROJECT 17 RELATED EXPERIENCE & QUALIFICATIONS 30 PRESENT & PROJECTED WORKLOADS 44 RECENT & CURRENT WORK FOR THE CITY OF BOZEMAN 46 AFFIRMATION OF NON-DISCRIMINATION 50 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 3 Executive Summary City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 4 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort The City of Bozeman seeks to formulate and execute an outreach and education program for a bond issue and a mill levy on the city ballot for the November 2, 2021 election.The bond of $9 million would fund updates and replacements for such things as the relocation of Bozeman Fire Station 2 on 19th Ave, the renovation of the Bozeman Swim Center and Bogert Pool, and the renovation and upgrades to the Lindley Center.The 7 mill levy would raise about $9.5 million over 10 years to support the Community Housing Program in various ways.The purpose of the campaign is to communicate facts—without using public resources to advocate for or against—to explain the impact of passage or failure of the bond and levy on City operations. Our work for the City will be strategic and creative in achieving the desired objectives within the project budget.In working with the City, we will adapt our processes to the City's needs in a truly collaborative effort. Flying Horse Communication has the skills and experience for this project.Over the past 20 years, we have developed brands for more than 80 organizations, including for-profit, non-profit, and government organizations.We then developed and executed strategic communication plans to implement them.Implementation includes creative concepting and development, designing and creating every form of advertising, social media, TV production, and PR.We have developed numerous logos and visual identities and conducted extensive market research. Over the years, we have developed a unique set of competencies that are relevant to this project.One challenge you face is integrating the benefits of brands, which are inherently persuasive, with legally mandated education and outreach, which are not.Another challenge is how to segment and communicate to various target audiences on a small budget. We know how to do this. Over the years, we have developed a competency in neuromarketing, that is, the application of neuroscience to marketing, and can educate without crossing the "bright line" to advocating in a way that enhances message acceptance and builds likability, familiarity, differentiation and relevance—the keys to a successful campaign.While we will not be conducting neuromarketing research, we will combine our understanding of how the brain processes information with our experience in market research to develop and match powerful messages with audiences. In the past, we have successfully worked with the City on key projects.We developed a brand for the City—working with Great West Engineering—specifically to gain public support for a dam project in the Sourdough drainage (that was tabled). 5 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort We also developed and successfully executed a strategic communication plan to address the flow of volatile organic compounds from an old landfill into the homes of the Bridger Creek Subdivision.This plan moved the community outlook from "concerned" to "confident that the City is doing the right thing."(See Appendix A). While we have worked with the City in the past, it was not in the past four years and we have not worked specifically for the passage of a bond issue or mill levy, although we successfully conducted a campaign to defeat a bond issue for construction of a new jail on Oak Street with 73% of the vote. We recognize the RFP that gives rise to this proposal asks for a breakdown of the budget and time each staff member from Flying Horse will spend on this project.We respectfully will not provide those breakdowns knowing that our proposal may be rejected as non- responsive. That said, this proposal will also be honest. Here's why. At this time we do not have a defined scope of work, reviewed any market research data, nor have we developed the strategy that would allocate resources for this project.As a result, dollar values for such things as a media buy, printing costs and so on would be made up numbers.The costs for our work on this project—including hard costs for media, printing and so on—will not exceed your budget limit of $36,000. What we said about budget holds true for percentage of time each member of the team will spend on the as yet to be decided scope.That said, Murray Steinman, President and CEO, will develop the brand, strategic communication plan, and messaging.Rafe Stewart, Creative Director, will develop the logo and visual identity and the creative assets for the campaign.Lisa Larrivee, Brand Communication Executive, will manage the project including the advertising.Lisa is an experienced film producer and will produce TV/film if required.Other staff will provide services as needed. Over the years we have won numerous awards—such as Addy and Webby awards—at a state, regional and national level.We recently won two global awards—the Communicators Award for Excellence, the equivalent of a Gold Addy—one for the best integrated campaign (advertising, video, digital, social, print etc.) for a non-profit and the second for our Mask Montana campaign.Both campaigns are on our website www.fhcommunication.com . That said, while it is nice to be recognized by peers, our real award is when we achieve the results that you, our client, are looking for.In short, while we cannot meet some of the requirements of this RFP template, we can work collaboratively with you to achieve your objectives. 6 Firm/Individual Profile City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 7 Company Profile Flying Horse Communication is a full-service, integrated Marketing and Advertising agency. The company began doing business in 1999.Our headquarters are located in Bozeman, MT and we have service offices in Portland, OR,Miles City, MT and Austin, TX. We maintain a talented core team with the competencies required for a full-service agency and scale quickly when we need a specific skill or additional help with workload. Our mission is to help clients create their preferred future. Our talented team is a robust toolkit –filled with all the necessary capabilities to provide full brand communication services. We serve a broad range of markets including government, healthcare, restaurants, fitness,education,tourism, outdoor,energy,architecture,technology,retail, government,real estate,pharmaceutical,and the non- profit sectors. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 8 Local State Regional National Global We work with organizations of every size. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort Our Sweet spot: Strategy + Implementation STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort We are a problem problem solving company. Our goal is not to sell our client a a product or service but to achieve a result. 10 Team Experience, Roles & Responsibilities Murray Steinman,President &CEO,20 Years at Flying Horse Murray founded Flying Horse in 1999 with the idea that communication should produce a valuable organizational result for his clients.Over the years he rewrote the book on branding and all things strategic.Set free from the standard, his team flourished in a culture that gave rise to bold, creative campaigns.Over the past 20 years he has branded more than 85 organizations and provided strategy and research for others.Under his direction, the agency has won an international AIVA Communicator Award of Excellence award as well as numerous state and regional ADDY awards and five national W3 awards for web design and development. Murray will act as chief strategist and oversee all activity.He is based in Bozeman, MT. Rafe Stewart,Creative Director,9 Years at Flying Horse When you want bold and innovative creative call Rafe. With numerous Montana and regional student ADDY Awards, an America Design Awards gold medal and named one of CMYK Magazine’s top 100 New Creatives in 2010, Rafe has a mind that’s passionate about thinking beyond the box and has been behind some of Flying Horses’ most innovative, distinctive advertising and design. Rafe has led our creative team for the last four years and was behind PureView’s “Healthcare Heroes” campaign for which Flying Horse won the AIVA Communicator Award of Excellence. Rafe will act as your creative director and oversee all creative asset execution. He is based in Miles City, MT. Lisa Larrivee,Brand Communication Executive,1.5 Years At Flying Horse Lisa spent 15+ years producing low budget film breakouts and independent festival favorites (Surviving Eden, Steal Me) and studio films (Hollow Man, Just Go With It) before transitioning to national and regional ad campaigns for clients Cold Stone Creamery and TacoTime. After managing their accounts for 9 years, she joined Flying Horse.She most recently produced the PureView Healthcare Heroes Campaign which won an international AIVA Communicator Award of Excellence. Forged in the fires of low-budget filmmaking, her stupid human trick is producing exceptionally high- quality content for exceptionally low budgets. Lisa will act as your account manager. She is based in Bozeman, MT. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 11 Team Experience, Roles & Responsibilities Chris Hill,Brand Communication Executive,6 Months at Flying Horse Chris has over 15 years of experience leading advertising awareness campaigns, content creation, and digital marketing efforts, including social media. He has experience as a project manager and client communications. Chris will advise on any social media management and other related needs. He is based in Bozeman, MT. Deborah Smart,Business Manager,20 Years at Flying Horse Responsible for detailed multi-program invoicing and billing management. She also serves as a compliance officer, ensuring we meet all contractual requirements.Although she loves to travel around Montana selling her husband’s pottery and finds floating the Yellowstone River a great way to spend her time, you can occasionally find her in the office. Deborah will act as a business manager and compliance officer. She is based in Bozeman, MT. Isaiah Cormier, Research and Media Specialist Isaiah has six years of agency experience and has served many roles, including researcher, writer, producer, and strategist. He believes that all brands have an opportunity to achieve radical success through the understanding of their customer’s thoughts, emotions and desires Isaiah will assist on an as-needed basis with market research, evaluations, writing and reporting as required. He is based in Bozeman, MT. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 12 On-demand, in-person City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort Your RFP asks us to provide "on-demand, in-person, and cost-effective service." As far as responsive service, that's what we are known for. We can provide references for current and former clients who will gladly affirm that that's what we do—not just what we promise in proposals. Given your timeline, we will be front- loading this campaign as much as possible because we have found—and there is good research to confirm this—that it is better to win a mind than change a mind. We will do everything to reach voters first. Key people will have Murray Steinman's and Lisa Larrivee's cell numbers if something comes up out of business hours. As far as cost-effective, we will not charge by the hour for our services. With task pricing, you have free rein to call without concern. Further, cost-effectiveness is a function of results. Cost per hour or cost per service is not as good of an indication of cost- effectiveness as achieving results within the budget. 13 Bozeman-based Client Experience City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort While we have state, regional, national and global experience, we have a great deal of experience working with clients in Bozeman. Here’s a selection: •14 North, brand, name, logo, visual identity and initial roll out •The City of Bozeman, detailed above •Bozeman Daily Chronicle (then part of the Pioneer News Group, which we rebranded and repositioned and for which we developed the tagline, “Empowering the Community.” We also did extensive market research and developed and implemented a strategic communication plan, an ad campaign, produced the video and all other assets). We also conducted a market research study for the Chronicle to quantify public attitudes on the Story Mansion •Barnard Construction, web development •Black Bull, web development •Bozeman Health: four market research projects two of which was a Community Health Needs Assessment done jointly with Gallatin City-County Health Department and Community Health Partners •Bozeman Chamber of Commerce for a variety of projects including development of a brand and the “Only in Bozeman” logo •Bozeman TBID, brand, advertising, market research and development of a strategic communication plan for a prospective event center •Bridger Animal Nutrition •Bridger Orthopedic, brand, market research, advertising •First Security Bank, brand, market research, strategic communication plan, advertising, strategic planning, strategic consulting •The Flooring Place, market research, brand development •Ridge Athletic Club, brand, market research, customer segmentation, strategic consulting •Town & Country Foods, market research •Universal Athletic for strategic planning 14 Bozeman-based Client Experience City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort We have also worked with other Bozeman-based companies that have state, regional, national and global markets: •Zoot Enterprises (brand development for a product designed for Wells Fargo) •Mystery Ranch (website, customer segmentation) •Dean’s Zesty Booch (market research) •Montana Conservation Corp (brand, research, strategic communication plan) •Strix (market research, brand development) •My Pad (market research, brand development strategic consulting to develop a business model and income stream, app design/development/management) •Right Now Technologies/Oracle (graphic design/strategic consulting). 15 Montana Government Experience City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort We are not sure how you are defining local, so here are all government clients in Montana, including the state itself and federally qualified health centers, which are a hybrid of sorts, except RiverStone Health, which is a multi-jurisdictional municipality. •Alluvion Health (FQHC) •City of Bozeman •Bozeman Tourism and Business Improvement District •Gallatin City-County Health Department •City of Hamilton •PureView Health (FQHC) •RiverStone Health (FQHC and multi-jurisdictional municipality) •State of Montana Departments of: o Health and Human Services Labor and Industry o Justice o Labor and Industry o Tobacco Use Prevention Program o Transportation 16 Scope of Project City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 17 Scope of Work Strategy Flying Horse Communication has reviewed the requirements and deliverables provided in the City of Bozeman’s (City) RFP and understands the City requests development of: •A strategic communication plan •Logo and brand development •Messaging, talking points, FAQ •Creative development and materials and production o Mailer/rack card o Power Point presentation o Website copy o Graphics for website and social media o Educational video(s) •Accessible and inclusive communications •Social media •Media planning and buying •Community partnerships, and budget. Another part of the RFP lists items that "may be requested" of the firm you hire including: We recognize the City requires a partner who can attend periodic meetings and, upon engagement, swiftly mobilize, leverage their experience and draw upon a robust toolkit of capabilities in order to support the requested services in an efficient and timely manner. We are that partner. ND OMB-RFP 110.7-20-082City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 18 Our Plan to Meet Your Goals In working with the City, Flying Horse will collaborate with the relevant stakeholders to define and refine plans on a per- project basis. For each project, account/project managers will be assigned who will develop a work or media plan –or as we call it, Strategic Communication Plan (SCP) –outlining budgets, timelines, staff, outcomes and deliverables that meet the quantity requirements and highest quality standards. Basecamp, a project management tool, will be used to organize and manage project communication.Milestones for this project will be established in collaboration with the City and tracked on Basecamp. It also provides a platform where written modifications and corrections can be communicated and archived in real time. Below is an overview of our approach project management.More details are found in the proceeding pages. 2 4 6135 Discovery Branding Strategy Evaluation & Optimization Mesage Development, Execution & Delivery Media Planning & Deployment City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 19 28 Discovery Once engaged on a project, we identify project key stakeholders,decision makers,and those that have access to the documents and information needed to complete this project successfully. For this project, this may include: •Melody Mileur, Communications Coordinator •City Attorney •City Management •Representatives from Fire, Parks and Rec, Finance, Housing and City Manager We meet with assigned staff and/or stakeholders to define: •Roles and responsibilities •Establish how success will be measured as it relates to the final deliverables •Identify strategic objectives •Establish expectations including timelines and outcomes •Outline approval process (to be integrated into all steps below) •Identify population segments that are for/against/undecided •Evaluate existing assets (research/creative) •Identify of critical success factors and enabling and restraining factors •Review or discuss previous or desired messaging and, if applicable, previous results 1 Although our approach will be tailored to each individual project, in general we take a phased approach using the following steps. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 20 Branding & Logo Development We have developed a unique brand development process that includes a strategic framework, a.k.a. a "framework for success," combined with "brand-friendly" communication. It also incorporates traditional brand elements: brand values and attributes, brand pyramid, brand promise and personality, a positioning statement, and brand story. The deliverable is a "brand book." For this project, we will have a truncated process. We will determine what that looks like with you, but it is likely to leverage "brand positioning" in a way that highlights three important elements to integrate brand with education as noted in the Executive Summary. These elements are: Priming:to bring to mind specific thoughts, ideas, concepts etc. Framing: how we want to public to “see it,” that is, view our message(s) Anchoring:what we want them to remember and how we want to “anchor” points of comparison The brand/educational process will also include a “brand story” that is in the right side of the “brand line” which will contextualize the facts to help the public understand the impact of passage or failure of the ballot issues on City operations—and what that means to them. 2 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 21 Branding & Logo Development Over the years we have developed numerous logos and tag lines. We may or may not include a tagline with the logo, depending on whether we can meet the "educate vs. advocate" standard. Taglines come out of the brand process and are a window into how we translate the brand promise into an accessible phrase. Tag lines we have developed include: Delivering a bright future. Northwestern Energy Live Smart. Live Health. Blue Cross Blue Shield, Montana Success. Together. First Security Bank Empowering the Community.Bozeman Daily Chronicle/Pioneer News Group Only in Bozeman Bozeman Chamber/TBID A Fresh Look at Health PureView Health Create Lasting Beauty Bridger Steel Connecting You to a Better Life RiverStone Health Logos we have created: 2 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 22 Strategy The art and science of getting from here to there. Every successful project has a strategic framework that positions it for success. This framework provides us with an organizational approach designed to move organizations step- by-step from their current position to their desired, optimized position (aka their preferred future). The course between these positions dictates the applications utilized, including messaging, materials, and media (advertising, web, PR/social, video etc.).It also gives rise to “the plan” –in our case, a Strategic Communication Plan. 3 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 23 ND OMB-RFP 110.7-20-082 3326 We believe that great strategy inspires great creativity which produces exceptional results. Throughout our 20+ years, we have seen that results-driven success starts with a brand-friendly and researched-based Strategic Communication Plan (SCP) and ends with persuasive creative implemented flawlessly. We have developed numerous multi-year plans as well as short-term plans for a specific purpose. All plans follow a strategic pattern designed to produce the desired results: •Define the “Current Situation” •Define the “Preferred Future,” aka the results and outcomes you desire •Build a bridge between the two using the budget and other assets available We will look at the current state of the market including segments that are for/against/neutral or undecided, the best ways to communicate with them, effective messaging and develop the messages and materials needed to achieve the results. Our SCPs traditionally comprise a three-year period with one-year tactical intervals and requisite implementation plans, time frames and budgets as illustrated on the following page. Our SCPs integrate strategy, research and messaging in a single, comprehensive document.It articulates the strategic objectives of the communication and the main message and sub-messages at each stage that move you step-by-step toward increased awareness and a strong relationship between you and your audience. SCPs make use of a series of calendars as appropriate including: •The flight schedule •PR calendar •Social media calendar •Community engagement calendar •Any other calendar that is needed City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 24 We move organizations step-by-step from their current position to their preferred future. STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 25 Message Development, Execution & Delivery Messaging Messaging flows from brand development, input from the City and input and approval from those listed above in the Discovery Phase. We will tailor our process to the needs of the Communication Coordinator and key players for the City. Materials and Media Materials and messaging maintain their consistency due to fidelity to the brand and communication plan and approvals by the City. Such materials by the nature will be accessible and inclusive. We do not have a multi-language capability and translations would probably break the budget. Social media will play a role in this process and what that role is and the percentage of the budget for boosts will be determined during the strategic communication planning process. The same is true for media planning and buying which will be leveraged by our strong relationships with local media. We will develop PR, social media and community engagement calendars and a flight schedule as early as feasible. Community Partnerships We are strong advocates of community engagement and partnerships. We have used them for various clients in the past and can leverage relationships with the media, the Chamber of Commerce, Prospera, service organizations and others as directed by the strategic communication plan. Video Production A note about video production. We have a track record of producing effective and award winning video—often on a minimal budget. To be fair, the budget for this project is small and video production would be done at the expense of something else vital to the communication campaign. If we do go forward, our producer, Lisa Larrivee, cut her teeth on independent films which are notorious for having tiny budgets. Lisa then went on to produce big budget Hollywood films before moving on to producing 30 second spots for TV ads. She still retains her ability to produce on a shoestring budget. 15 4 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 26 Media Planning & Deployment Broadcast/Cable TV:planned and purchased using TRPs (target rating points) to ensure the right audience is seeing the ads Connected TV:Utilized to fill gaps in the broadcast/cable schedule and remain flexible during unique situations (e.g., election years) Radio:Concepting, script writing, voice over, production for AM, FM and streaming radio. Display Search/Video:Contextual, demographic, and geo-targeted campaign ads Out of Home:Gas station pump handles, billboards, transit advertising Paid Search:Target potential patients who are further down the marketing funnel Social Media: Target key market segments Public Relations: positioning, repositioning and crisis communication; develop strategies, tactics and materials (including press kits, press releases, video news releases), teach media relations and prep spokesmen for TV, print, radio, internet interviews; local, state and nationwide representation 5 Armed with an SCP and creative assets, this phase focuses on developing a media plan conscious of the City’s goals and budget. Capabilities to be utilized and tactics to be deployed (if desired and budgeted) include: City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 27 28 Evaluation & Optimization Analyze campaign data to ensure the campaign is connecting with the right audience, at the right time, and in the right places. Methods for testing vary by campaign and budget and will be deployed on an as-needed basis. 6 City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 28 Contract Completion 17 When the contract is completed, we will close out the contract according to specifications, transition any records and provide a Project Closeout Report including feedback regarding the project implementation and any relevant take-aways. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 29 Related Experience, Qualifications & References City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 30 STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort Flying Horse does not have experience promoting a bond issue or a levy increase. We have a wealth of experience working with governments (state and local) and with Bozeman. The closest we have come to this project is the work we did for the City of Bozeman when volatile organic compounds invaded the homes of residents of the Bridger Creek Subdivision. As noted, when we were engaged, the City had a crisis and bad PR on its hand. So, Flying Horse had to implement the plan as we were developing it. While we were doing that, we developed an overarching message that the City was doing the right thing for Bozeman so that the populace would move from "concerned" to "confident that the City is doing the right thing." As part of that, we managed media, public meetings, stakeholder and City employee perceptions amidst the situation's legal conflicts and contentious nature. We translated complex technical language into accessible English and trained technical experts to do the same. Further, we gave communication coaching to Sean Becker, then the major, Chris Kukulski, then City Manager, and various City and State subject matter experts to positively engage the Bridger Creek Subdivision residents and leaders, the media, and the general public. This included prepping the City for an Editorial Board meeting with the Bozeman Daily Chronicle. Since there were lawsuits and state regulators involved, some of the outcomes, including legal settlements, were confidential. Our job, however, was to manage perceptions and in this were successful. Just one indication is that the Bozeman Daily Chronicle ran an editorial that started and closed with our message: the City of Bozeman is doing the right thing. Related Experience 31 We help you build meaningful relationships with your audiences. STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort To do so, we use many tools. Our capabilities include: Branding: Brand Development, Brand Management and Repositioning, Brand Optimization, Brand Standards, Naming, Logo Design, Visual Identity Creative: Content Development, Graphic Design, Graphic Standards,Photography Production: Websites, Commercials, Film, TV Media:Media Planning, Media Buying, Media Training Earned Media:Public Relations, Media Relations, Social Media Paid Media:TV, Connected TV, Print, Radio, Digital Display, Search, Social Media, Outdoor, Direct Mail Strategy: Strategic Communication Plans, Marketing, Implementation Research: Quantitative, Qualitative, In-Depth Interviews, Industry, Focus Groups, Customer, Competitive, Neuromarketing 32 18 Following please see Riverstone Health, PureView Health Center and AWARE, Bozeman TBID and Montana Department of Transportation case studies in which we developed branding, logos and integrated media marketing campaigns including requested tasks: !Branding and logo development !Creating Strategic Communication Plans (SCPs) outlining outreach strategies, target markets, timelines and key performance indicators (KPIs) !Implementing the SCP and making tactical adjustments per timing, budget, ad performance and client needs !Concepting, developing and producing advertising campaigns, promotional materials, long-and short-form video and multimedia !Planning and purchasing combinations of earned and paid media including TV, radio, out-of-home, print, email direct mail, social and digital media !Utilizing multiple sources (TV news releases, radio and/or newspaper, Google Analytics, and social media reports for Facebook, Twitter, etc.) to track and report paid media performance for potential course corrections and KPI evaluations !Designing, developing or maintaining campaign websites !Completing media-related activities including editing and revising materials, developing print banners, pamphlets and posters City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 33 Our Solution The ResultsTheProblem RiverStone Health, then the Yellowstone City-County Health Department (YCCHD), had low awareness, a bad reputation, and 26 vertical silos each with its own name and visual identity. As a result, community members—and even YCCHD employees—were generally unfamiliar with the organization and less so with their services. This prevented the organization fromfully realizing its mission. A campaign that included: brand development, brand architecture, market research, a Strategic Communication Plan, a new name, tagline, and visual identity, a new website, and an integrated advertising campaign. +46.5%: increase in gross revenue from FY07-08 to FY12-13 despite significant federal grant cuts +26%: increase in fees for service $2.5MM: in additional donations received for hospiceprogram 49-67% rise in brand awareness during the firstyear 96%: brand awareness in 2017, which is at saturation Why it’s Relevant.RiverStone Health is also the county health department for Yellowstone County. Over the past 12 years we have provided every service and task included in the STATE’s RFP. Due to HIPAA laws, we observe the highest integrity, security and privacy protocols possible. 34 Our Solution The ResultsTheProblem Before changing its name to PureView Health Center, the Cooperative Health Center (CHC) was dated and, in Helena, MT,an afterthought to those not actually using its services and was often confused with the county department of health. Also, changes in healthcare, includingthe Affordable Care Act,which could deprive the organization of many of its core customers, were placing it at a disadvantage. Finally, the CHC was remodeling its facilities making it good time to rebrand to address its challenges. We developed anew brand,anew name and visual identity, supported by market research we conducted, and created and implemented an SCP. Our “Healthcare Heroes” campaign bested top-tier competitors from around the globe to win a prestigious 2020 Communicator Award of Excellence for integrated campaign for a non-profit from the Academy of Interactive and Visual Arts (AIVA). The multi-channel marketing campaign showcases PureView’s services and brand while cutting through the clutter of generic healthcare advertising. 31%: brand awareness six months after brand launch(2016) 66%: brand awareness 18 months after brand launch(2017) 80%: of those familiar with PureView have seen itsads 2nd Highest spontaneously mentioned healthcare advertiserin Helena 56%: of people in 2017 who would consider PureView’s services—up from 48% in2016 Why it’s Relevant.Since our engagement 5 years ago, we have provided every service and task included in the STATE’s RFP. We conducted market research, rebranded and renamed the organization, developed a logo, brand standards, and tagline, conducted brand assimilation (internal marketing) and developed and implemented an SCP which included television, radio, web development, digital advertising, social media, print, outdoor and specialty—and bought and placed media. We also provided strategic consulting and significant PR assistance. We bolstered brand equity –by recognizing all lines of their healthcare providers as heroes before the pandemic hit.35 Our Solution The ResultsTheProblem AWARE is Montana’s largest service provider for people with behavioral health, emotional, or physical disabilities.Despite having 1,400 employees in 37 communities across the state, AWARE suffered from relatively low awareness. They asked Flying Horse to help boost their awareness so they could connect families to the services they desperately needed. We began by taking the AWARE team through our branding process. We did an exploration of their organization and discovered their unique strengths as well as areas that needed improvement. The most glaring barrier to connecting with their audience was an aging, inconsistent visual identity. It was clear that a new visual identity was needed. Inspired by symbols of the sun, the new logo reflects AWARE's role as a strong, nurturer in their customer’s lives. A series of uppercase ‘A’s form rays of the sun as well as people in a celebratory pose with raised arms and joined hands.A bright color palette represents the vibrant energy of the people they serve. Why it’s Relevant.We conducted qualitative market research, developed a brand and visual identity, with logo, tagline, and brand standards manual, and SCP. We successfully repositioned the brand, improved awareness and knowledge of the organization statewide, helped initiate a cultural and behavioral shift, improved relations with state agencies and competitors/collaborators in their industry, engaged parent and educational groups, provided a new thrust for the organization and generally optimized their brand. We produced a series of videos that feature AWARE’s facilities across Montana. The video production provided the opportunity to see AWARE’s team in action, and the impact they have on the lives of those they serve.We witnessed disability turn into possibility, which was a powerful, uplifting experience that we embodied in the brand videos. With the help of our branding process and integrated marketing campaign, AWARE is now able to connect to their audience with a strong, consistent voice. 36 Our Solution The ResultsTheProblem The Bozeman Tourism Business Improvement District (TBID) asked us to develop an integrated advertising/marketing campaign (brand development, TV, print, digital, social) to increase potential travelers to the Bozeman area. Market research revealed that people are drawn to Bozeman for both its spectacular surrounding landscape and the bustling culture of the city. We emphasized the unique nature of this pairing by showcase experiences that are available Only in Bozeman. 57%: increase in gross lodging tax (aka “bed tax”) revenue (2011 -2016)with an average increase of 11.4% per year 37%: increase in Nonresident expenditures in Gallatin County (where Bozeman is situated) 33%: increase in nonresident Hotel/Motel/B&B and restaurant expenditures The "Only in Bozeman" tagline we developed has become somewhat of a badge of honor for travelers and locals alike, giving the campaign a life that will live far beyond our media buys. Why it’s Relevant. This national campaign supported Bozeman Area Chamber of Commerce Bozeman Tourism Business Improvement District Bozeman Convention & Visitors Bureau and achieved widespread distribution of campaign materials and activities to achieve message saturation. 60%: increase in nonresident auto rental & repair expenditures 37 Our Solution The ResultsTheProblem Fun and safety. Freedom and responsibility. These seem to be opposing forces. So how do you reach an audience already resistant to messages of safety and responsibility? How do you persuade someone who knows the risks, but decides to ignore them? In other words, how do you persuade motorcycle enthusiasts—especially business professionals between the ages of 45 and 54—who observe best practices and safety precautions in every other aspect of their lives,that riding a motor- cycle can be fun, but also needs to be done with safety in mind? In this multi-year effort to reduce motorcycle-related fatalities, Flying Horse developed an integrated campaign to drive traffic online. Light on overt safety messaging and heavy on useful, entertaining features, the print and social media executions drove enthusiasts to a website that established a user base on which to build a safe riding community, exerting positive peer pressure on members. The campaign resulted in local and national media coverage, over 12,000 visits from 4,000 individuals and an ad- vertising partnership with Harley David- son. The National Institute for Highway Safety grant criteria that the Montana DOT needed to adhere to quantified campaign success as a measurable drop in motorcycle fatalities. Flying Horse utilized motorcycle crash data similarly, as a way of assessing the effectiveness of the campaign. During the course of the two-year campaign, motorcycle deaths in Montana decreased by 27%. Why it’s Relevant.Montana Department of Transportation engaged Flying Horse to evaluate existing data and information to identify a key target demographic and create a relevant and persuasive publicly facing motorcycle safety campaign with a wide range of communication tools. 3538 Relevant Experience Work with partners to create educational materials: The Montana Department of Labor & Industry (DLI) turned to Flying Horse to solve an important communication problem: how to explain the value of work-based learning to a range of constituents in such a way that there would be a high level of engagement. Previous efforts were hindered by use of language and concepts that made sense to the staff within the department, but which were hard to understand by those who were not. Our assignment was to explain work-based learning in a way that was engaging, fun and which would lead to higher adoption. As part of the process, we conducted focus groups and in-depth interviews with people across a range of for-profit and non-profit business in diverse fields including healthcare, construction, car repair and technology.These ranged from large to small enterprises.We also talked to educators and conducted research with trade groups. By getting to the core of their needs and how they liked information, we were able to develop a way of speaking that was accessible to all.The net result was a visually and conversationally engaging playbook that enabled a range of stakeholders to quickly grasp the value of work- based learning—even those in DLI who were unfamiliar with the process. We recommended various distribution and promotional strategies.To date, DLI was not able to get wide distribution or engagement because the Covid-19 pandemic hit shortly after we delivered the playbook.That said, when the smoke clears, DLI intends to get the playbook into wide circulation. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 39 Relevant Experience Develop partnerships and engage community: NAYA family center is a non-profit organization dedicated to providing services for self-identified Native American families. Their mission is to enable Native American youth and families to thrive in a modern urban environment by strengthening cultural identity and values. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort When tasked with rebranding and redesigning their marketing materials, including event invitations, annual reports, and a website, we understood the importance of reflecting their cultural identity in their brand. So we worked closely with tribal leaders and designed campaign collateral that not only resulted in increased community awareness, but also sponsor attendance and fundraising revenue at their annual gala event. 40 18 Relevant Experience Assist City government with the administration and implementation of marketing services: Montana Department of Justice Prescription Drug Monitoring Program Task and Deliverables: Conduct market research to develop a strategic communication plan and integrated marketing campaign that would help pass prescription drug monitoring in the legislature. Project Background: When Steve Bullock was Attorney General of Montana,he was concerned about the abuse of prescription drugs in the state.Steve wanted the legislature to pass a prescription drug monitoring program (PDMP) that would help combat widespread abuse and a large number of deaths in the state (more than 300/year) associated with prescription drugs. Legislation for a PDMP had previously failed.We were hired to create an advertising and marketing campaign to help such legislation pass. We conducted focus groups and in-depth Interviews,fielded a quant study, developed a strategic communication plan and then implemented a state-wide ad campaign based on the plan. The legislature passed the PDMP. 1 IN 5 MONTANA TEENS HAS ABUSED PRESCRIPTION DRUGS. Prescription drugs should save lives, not end them. Parents,talk withyourkids.Tolearnmore,please visit: invisibleepidemic.com This message brought to you as a public service by the Montana Department of Justice. PRESCRIPTION DRUG ABUSE IS A CONTRIBUTING FACTOR IN THE DEATHS OF MORE THAN 300 MONTANANS EVERY YEAR. Prescription drugs should save lives, not end them. Parents, talk with your kids. To learn more, please visit: invisibleepidemic.com This message brought to you as a public service by the Montana Department of Justice. City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 41 References PureView Health Center 1930 9thAve, Helena, MT 59601 Contact: Jill-Marie Steeley 406-457-8956 jill.steeley@pureviewhealthcenter.org Conducted market research, rebranded and renamed the organization, developed a logo, brand standards, and tagline, conducted brand assimilation and developed and implemented a SCP which included TV, radio, web development, digital advertising, social media, print, outdoor and specialty—and bought and placed media. We also provided strategic consulting and significant PR assistance City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 42 References Pioneer Newspapers Contact: Mike Gugliotto, Former CEO (425)890-3008 mgugliotto@yahoo.com Services Provided: Integrated brand and marketing campaign Pioneer Newspapers Contact: Mike Gugliotto, Former CEO (425)890-3008 mgugliotto@yahoo.com Services Provided: Integrated brand and marketing campaign City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 43 Present and Projected Workloads City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 44 We currently have a range of projects for our core clients: STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort Alluvion Health Bitterroot Health PureView Health RiverStone Health The Flooring Place MyPad Dean's Zesty Booch We have the capacity to add the City of Bozeman to our list of current clients. We recently added two employees and are currently interviewing candidates for an additional design position. 45 Recent & Current Work for the City of Bozeman City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 46 Recent Work for the City of Bozeman STRATEGY Market research Marketing Strategic planning Strategic communication Brand development Brand management IMPLEMENTATION Traditional advertising Digital advertising Social media Public relations Graphic design Web design Web development City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort Please see "Related Experience" above. References We recommend that you contact Sean Becker and Chris Kukulski, who can share their experience of what it was like to work with Flying Horse Communication when it mattered. 47 References Pioneer Newspapers Contact: Mike Gugliotto, Former CEO (425)890-3008 mgugliotto@yahoo.com Services Provided: Integrated brand and marketing campaign Mayor of Bozeman (At time of engagement) Contact: Sean Becker 406-581-7571 sean@mtha.org Services Provided: Crisis Communication, PR Training City of Bozeman RFP: Facilities Bond and Affordable Housing Mill Levy Education Effort 48 Affirmation of Non-discrimination City of Bozeman RFP Facilities Bond and Affordable Housing Mill Levy Education Effort 49 50 End Thank you. 51