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HomeMy WebLinkAboutCoB Facilities Bond and Affordable Housing Mill Levy RFP_The Nest Collective 1 prepared by The Nest Collective, LLC | June 2021 CITY OF BOZEMAN, MONTANA Request for Proposals CONSULTING AND DESIGN SERVICES FOR FACILITIES BOND AND AFFORDABLE HOUSING MILL LEVY EDUCATION EFFORT 2 prepared by The Nest Collective, LLC | June 2021 TITLE PAGE The title page shall include the firm/individual name, address, contact, telephone number and email address to contact for information regarding the RFP. The title page must bear the signature of authorized representative of the Respondent and designate, by name, not more than two individuals authorized to sign agreements with the City on behalf of the Respondent. Firm: The Nest Collective, LLC 570 Prospector Trail Bozeman, MT 59718 406-570-6613 hello@thenestbzn.com Main Contact: Kendra Callantine, Principal 406-570-6613 kendracallantine@gmail.com hello@thenestbzn.com Secondary Contact: Becky Edwards, Principal 406-570-9427 becky@sunsnowcreative.com Other Nest Principals: Robyn Egloff 406-209-6868 robynegloffdesign@yahoo.com 3 prepared by The Nest Collective, LLC | June 2021 EXECUTIVE SUMMARY This section shall provide an overview of the RFP and the Respondent’s understanding of the City’s needs. Emphasis should be placed on the Respondent’s expertise in the subject area of the Project. The summary should also include any points the Respondent wishes to highlight, as well as any relevant conditions or restrictions. The City of Bozeman is a rapidly growing small municipality teaming with economic vitality, recreational opportunities, and quality schools. Our shared community facilities such as Bogert Pool, Lindley Center, and the Swim Center are well-loved and showing their age and are overdue for needed upgrades. Additionally, as home purchase and rental prices surge, our local businesses are short staffed, our growing university population is battling for rentals, and our durable, patchwork community profile is at risk. An investment at the City government level in both maintaining the facilities that Bozeman residents know and love, as well as ensuring baristas, teachers, firefighters, nurses, coaches, and more can continue to live and work within Bozeman is pivotal as we continue to see rapid growth. A major factor driving Bozeman’s growth is the simple fact of our cultural and economic diversity. Multigenerational ag producers pony up to the Western for breakfast next to tech CEO’s working remotely from Silicon Valley, and our schools are filled with the children of local paramedics and small business owners. In the wake of the global pandemic whereby millions of Americans were released from needing to be in-person at their offices in higher- paying metro areas, thousands of families have made Bozeman their homes for the quality of life we all enjoy. It is a wise investment for the City of Bozeman to partner with other local business to find solutions and opportunities for affordable housing squeezes, to ensure residents can continue to work and play within City boundaries and continue to keep our community rich in economic and cultural diversity. The Nest has extensive experience creating and executing communications and outreach campaigns for ballot issues, candidates, and legislation. Examples include the recently passed Bozeman Public Safety Center, which passed in November 2018 with over 60% of the vote, as well as the Parks and Trails Maintenance District, which passed in May 2020. The Nest assisted the City with two landslide victories against many hurdles and challenges, including several failed safety center bond iterations and a global pandemic. Through clear education of the state of failing city facilities, the rapid growth rate for Bozeman, the need for funding to maintain all parks and playgrounds equally, and an interest in maintaining current community safety, voters made their voice heard and City officials were able to move ahead with a much-needed safety facility and Parks and Trails Maintenance District. The Nest provided complete language decks including elevator speech, frequently asked questions and answers, words to use/not to use, collateral educational materials, PowerPoint presentation, social media posts and content, and additional posters/signage as needed for City educational presentations. The Nest materials were clear, simple, consistent, compelling with facts, and urged voters to make their voice heard. The Nest has additional experience including leading national and state legislative communications efforts including the Land and Water Conservation Fund (S. 41 passed in March of 2019, which permanently reauthorized LWCF, and full funding was achieved in the Great American Outdoors Act passed in June of 2020), the Blackfoot Clearwater Stewardship Act, Gallatin Forest Partnership, Yellowstone Gateway Protection Act, and many more. With proven experience regarding the bold line between advocacy and education, The Nest 4 prepared by The Nest Collective, LLC | June 2021 is well aware of the City’s duty to present facts clearly and steer clear from any electioneering activities. The Nest will not produce any materials that would in any way encroach upon that “bright line”. Additionally, The Nest has experience working within the attainable housing space, having developed the language deck, marketing materials, website and communications strategy for the Bridger View redevelopment project and resulting Headwaters Community Housing Trust while on contract with HRDC. We worked extensively with leaders within that redevelopment effort as well as researched national case studies as well as western communities similar to Bozeman facing the same housing issues. We utilized existing data available through the Frameworks Institute to help develop and inform this successful effort to return attainable housing to a former mobile home site directly adjacent to the new Story Mill Community Park. As longtime residents of Bozeman, Robyn, Kendra and Becky recognize and support the Facilities Bond and Affordable Housing Mill Levy Educational Effort. As homeowners, watching the values of our investments grow rapidly has been good for our financial portfolios. But as residents, parents, and business owners, we are watching in trepidation as our neighbors and friends are increasingly priced out of living and working in Bozeman. The socioeconomic diversity that Bozeman has long held is in jeopardy, which also makes it more difficult for businesses to find staff, for families to afford a home, and for Bozeman to continue to be a melting pot of young and old, working class and retired, year-round residents that enable the services and amenities that visitors and community members alike require. We are honored to participate in this RFP process, and would be delighted to continue to work with and aid in the City of Bozeman’s good work. 5 prepared by The Nest Collective, LLC | June 2021 FIRM/INDIVIDUAL PROFILE This section shall provide a profile of the firm/individual including the number of employees and their locations. Brief resumes shall be provided for each key project individual. The percentage of total time key staff people (e.g. project manager, implementation staff) will devote to this project should be listed. A complete list of local government clients shall be provided including all Montana local governments. Key staff may not be replaced once a contracting firm has been selected without prior approval of the City. Describe the ability of the firm and its team to provide on-demand, in-person, and cost-effective support to the City. The Nest Collective, LLC includes three principal partners of an account and project manager/media strategist, creative director, and communication strategist. All members are located in Bozeman, with offices one block from City Hall. The Nest also contracts with web designers, additional graphic designers, and content creators as needed, all of which are also located within Bozeman. The Nest has extensive previous experience working with governmental agencies including a variety of departments within the City of Bozeman including: Public Works, Parks and Recreation, Planning, Forestry, Police, Neighborhoods, Sustainability, and City Management. The Nest has also worked with the United States Forest Service and Belgrade School District. Previously, the principals of The Nest worked with the Montana Office of Tourism and the Bozeman CVB. Our team will devote time to this project, based on needs. Kendra and Becky will devote together up to 90% of the required time on this project and will work as a team. Robyn will devote 10% of time required on this project and will be devoted to the creative visuals needed. RESUMES Rebecca Edwards Principal, Communications Strategist The Nest Collective, LLC, Bozeman, Montana Professional Summary Diversely experienced communications strategist, issue advocate, and political consultant for clients in the public, conservation, and political sectors. Well-versed in crafting, overseeing and executing strategic, high level communication plans with sensitivity to both end clients and their key partnerships. Relevant Skills • Developing communication strategies regarding potential legislation, rulemaking and organizations including: City of Bozeman, Blackfoot Clearwater Stewardship Act, Hold Our Ground monument campaign, Land & Water Conservation Fund, Sage Grouse Management Plan, Clean Water Act, Clean Energy campaign, Western Conservation Foundation, The Wilderness Society, Gallatin Forest Partnership, Bozeman Municipal Watershed, Wyoming Public Lands Initiative, and more • Creating marketing strategies, materials, branding and communication plans for both conservation non-profits and for-profit companies • Writing, lobbying, communicating, and advocating for policy • Working closely with local (city commissioners, county commissioners), state (governors, state senators and state house representatives), and federal elected officials (senators and house representatives) and their staffs 6 prepared by The Nest Collective, LLC | June 2021 • Healthy relationships with all current Montana politicians and many national politicians and their staff • Ongoing relationships with national conservation and advocacy groups such as: The Wilderness Society, Gallatin Valley Land Trust, The Nature Conservancy, Western Conservation Foundation, Resource Media, Montana Wildlife Federation, Trout Unlimited, American Rivers, Wyoming Outdoor Council, Theodore Roosevelt Conservation Partnership, Pew Charitable Trust, Backcountry Hunters and Anglers, Montana Wilderness Association, and many more • Crafting earned media pitches to local, state-wide and national media outlets • Writing national and state-wide editorial pieces and opinion columns • Training advocacy groups regarding media outreach, communication plan development, and relationship building • Technical knowledge of water issues such as: Integrated Water Resources Plan, stormwater MS4 permitting, non-point-source contaminates, state water plan components, water compacts, water mitigation banks, and more • Vast knowledge of government systems and process at city, state, and federal levels • Delivering articulate, on-message interviews as an effective spokesperson with regional and national media Relevant Experience July 2014–Current Principal, Communications Strategist The Nest Collective, LLC, Bozeman, Montana Specializes in providing media relations, communications, consulting, copywriting, social media strategy, marketing campaigns, and strategy to the City of Bozeman Public Works Department (through our existing contract) and other City entities such as: • City of Bozeman, Parks and Recreation Department • City of Bozeman, Neighborhoods • City of Bozeman Manager • City of Bozeman, Planning Department • City of Bozeman, Sustainability • City of Bozeman, Bozeman Public Safety Center Bond Education April 2010–Current Principal, Communications Strategist Sun Snow Creative, LLC, Bozeman, Montana Specializes in media relations, conservation communications, political consulting, copywriting, social media strategy, marketing campaigns, and non-profit strategy for clients in the public eye, including: • City of Bozeman • The Wilderness Society* • Resource Media* • Western Conservation Foundation* • Montana Mountain Mamas* *Project specifics can be described privately, however, due to contract confidentiality agreements cannot be written into a public document. March 2006–March 2010 Public Relations Executive Mercury Advertising (now MercuryCSC), Bozeman, Montana Spearheaded media relations strategies and cultivated relationships with key national and in-state media, resulting in extremely positive editorial exposure (print, broadcast, web and social media) for the state of Montana as well as agency of record, MercuryCSC. 7 prepared by The Nest Collective, LLC | June 2021 Awards and Affiliations • Winner of several regional and national gold and silver ADDY awards for creative excellence • Director and founder of regional non-profit Montana Mountain Mamas • Former board member and current supporter of Montana Land Reliance Legacy Committee, Bozeman Ice Festival, Montana Wilderness School, Montana Conservation Voters, Southwest Montana Climber’s Coalition and Friends of Hyalite Education Montana State University, Bozeman, Montana B.S. English Literature & Political Science Kendra Callantine Principal, Account and Project Manager/Media Strategist The Nest Collective, LLC, Bozeman, Montana Professional Summary Multi-talented marketing professional with over 25 years of experience in negotiating strategic media buys, managing complex projects, crafting comprehensive marketing plans, and keeping a vigilant eye on quality assurance and team performance. Relevant Skills • Implementing and managing advertising across varied multiple traditional and social media platforms • Negotiating best rates and contracts for optimum client savings on media buys and outside services such as printing and manufacturing while maintaining positive vendor relations • Collaborating with teams to meet and exceed clients’ goals while ensuring excellence of final outcomes • Detail-oriented personality ideal for project management, quality assurance, and brand adherence • Implementing and safeguarding brand integrity across platforms Relevant Experience July 2014–Current Principal, Account and Project Manager/Media Strategist The Nest Collective, LLC, Bozeman, Montana Coordinates and manages projects and budgets, subcontractors, client, media and vendor relations, and provides quality control for all work through The Nest Collective. Collaborates alongside The Nest partners and other marketing and PR professionals to provide a variety of strategic plans, marketing, media, and public relations campaigns to the City of Bozeman Public Works Department (through our existing contract) and other City entities such as: • City of Bozeman, Parks and Recreation Department • City of Bozeman, Neighborhoods • City of Bozeman Manager • City of Bozeman, Planning Department • City of Bozeman, Sustainability • City of Bozeman, Bozeman Public Safety Center Bond Education 8 prepared by The Nest Collective, LLC | June 2021 February 2013–Current Principal, Account and Project Manager/Media Strategist Kendra Callantine & Company, Bozeman, Montana Collaborates alongside other local independent marketing and PR professionals to create a variety of strategic plans, individual marketing, media and public relations campaigns for local and regional clients with an emphasis on public services and greater good. Notable clients over the past four years include: • City of Bozeman, Solid Waste Division • City of Bozeman, Public Works Division • Great Falls Clinic • Chalet Market • Sager Dental Group • Montana Open Land Month • Belgrade Chamber of Commerce • Western Home Journal February 2002–January 2013 Account Executive, VP of Print Management and Vendor Relations Mercury Advertising (now MercuryCSC), Bozeman, Montana Helped agency clients actualize their marketing goals while directing a team of creatives towards those goals. Maintained impeccable adherence to process and protocols to ensure smooth delivery. Specialized in creating strategic media plans, developing and maintaining relationships with print vendors, and negotiating large- scale print buys for clients like: • Montana Office of Tourism • Big Sky Chamber of Commerce • Bozeman Convention and Visitors Bureau • Big Sky Resort • Redington Fly Rods • First Interstate Bank • Murdochs (formerly Big R) • Mackenzie River Pizza Awards • Winner of several regional and national gold and silver ADDY awards for creative excellence Education Colorado Institute of Art, Denver, Colorado Associate Degree in Advertising Design Robyn Egloff Principal, Creative Director The Nest Collective, LLC, Bozeman, Montana Professional Summary Highly experienced creative director specializing in creating large-scale communication strategies, maintaining consistent branding across platforms, and translating clients’ messages into effective, easy-to-understand brand campaigns. Long tradition of working with government, conservation, and public services entities. 9 prepared by The Nest Collective, LLC | June 2021 Relevant Skills • Creating cohesive branding that maintains a strong, compelling look and feel across all media • Broad experience working with all media types: print, radio, video/TV, web, signage, vehicle wrap, displays, booths, collateral • Longstanding relationships with printers and complete understanding of printer protocol • Practical work ethic maximizes impact while minimizing budgets • Variety of design styles, but prioritizes consumer understanding over trendy styles • Ability to solve complex design challenges, finding optimal solutions for clients • Proven ability to meet deadlines and foresee challenges for seamless project orchestration Relevant Experience July 2014–Current Principal, Creative Director The Nest Collective, LLC, Bozeman, Montana Creates and oversees all creative work through The Nest Collective. Translates messaging into compelling calls to action through a variety of media and campaigns for the City of Bozeman Public Works Department (through our existing contract) and other City entities such as: • City of Bozeman, Parks and Recreation Department • City of Bozeman, Neighborhoods • City of Bozeman Manager • City of Bozeman, Planning Department • City of Bozeman, Sustainability • City of Bozeman, Bozeman Public Safety Center Bond Education 2008–Current Principal, Creative Director Robyn Egloff Design, Inc., Bozeman, Montana Translates even the most complex of messages into compelling calls to action, relying on simple infographics, inviting print media, large-scale cross-platform campaigns, and attractive brand collateral, focusing on the unique challenges of public services and conservation non-profits such as: • City of Bozeman • Great Falls Clinic • National Parks Conservation Association • Center for Large Landscape Conservation • Headwaters Economics • HRDC District 7 • Montana PBS • Friends of Hyalite • Belgrade Chamber of Commerce • Chalet Market • Excel Physical Therapy • Future West • Gallatin Valley Botanical • Project WET • Southwest Montana Mountain Bike Association • Western Home Journal 1999–2007: 10 prepared by The Nest Collective, LLC | June 2021 Graphic Designer, Art Director Mercury Advertising (now MercuryCSC) Crafted high-level, high-profile campaign materials such as annual reports, brochures, print ads, billboards and more for clients with a focus on public good and community pride, such as: • Montana Office of Tourism • Bozeman Public Library Foundation • Big Brothers Big Sisters • Big Sky Chamber of Commerce • Bozeman Chamber of Commerce • Gold West Country Awards • Winner of several regional and national gold and silver ADDY awards for creative excellence Education Bachelor of Fine Arts, Graphic Design, Montana State University, 1999 Bronze Pencil Winner (presented to highest achieving students in each artistic medium) 11 prepared by The Nest Collective, LLC | June 2021 SCOPE OF PROJECT This section shall describe how the Respondent will fulfill the Scope of Work. The City seeks proposals that prove capabilities for the project areas below; describing strategies to be used and quality controls. Sufficient detail must be given and should include examples of past projects, ability to meet deadlines, and managerial experience. The proposer should demonstrate knowledge and understanding of the complexities of educating on ballot issue in the Bozeman community. These services include but are not necessarily limited to developing and implementing strategy, messaging through written and visual mediums, and education regarding the proposed district. 1. Strategic Communications Plan: The Nest has extensive experience creating and executing thoughtful, strategic communications plans for governmental agencies, businesses, non-profit organizations, legislative campaigns and ballot issue campaigns. If awarded this project, The Nest would first embark on a “discovery” period whereby we would gather information from City officials, city commissioners, and more. Once site visits and interviews are completed, we will create a language deck that includes a short and long elevator speech, talking points, FAQs, and recommended language and words to avoid – with a keen eye on educating the public rather than advocating. Additionally, The Nest will also create a Gantt chart that captures all of the methods of communication (earned media opportunities, social media, paid media, website communication, collateral pieces, events, etc.) and when those methods will occur, running that calendar through the election in November of 2021. Virtual and in-person events whereby City staffers can interact with residents are crucial to optimize educational opportunities and develop a reciprocal dialogue with the community. Virtual meet-ups, farmers markets, Sweet Pea Festival, Music on Main, parades, and “pop up” events are a central component of the communications plan. Additionally, presentations using a thoughtful and consistent PowerPoint presentation are vital. Rotary, the hospital foundation, MSU, neighborhood groups etc. are all key opportunities to interface with residents. Key events on the timeline include clustering outreach around when mail in ballots are sent and subsequently due back. Any direct mail pieces or door knocking should be done around these times. Layering communication efforts is very important, and fully utilizing low or no cost efforts such as earned media, social media, opinion pieces, and events will be cornerstone within the plan. As funds allow The Nest can certainly advise on paid efforts including mailed pieces, print/TV/radio educational ads, logo pieces (stickers, banners, etc.) and more. While the Nest will provide all materials and coordination needed, the City of Bozeman staff and commissioners will be the face of this educational effort. The City’s Communications Coordinator along with the City Manager, Affordable Housing Director and key staff members, as well as commissioners must serve as spokespeople for all events, earned media, and community interaction. As we saw in the Public Safety Center education, this does take a significant amount of staff time and we would recommend City of Bozeman to look at timesheets associated with that campaign for specifics on how much staff time it entailed. Lasting education and messaging must be repeated; thus the City should prepare for another robust time investment from key staffers. 12 prepared by The Nest Collective, LLC | June 2021 2. Logo and Branding: Concurrently while The Nest is working on the strategic communications plan, we would be developing a logo and associated brand guide for the Facilities Bond and Affordable Housing Mill Levy Education Effort. This will include a simple but compelling logo, identified and consistent fonts, and consistent colors for all collateral pieces, social media graphics, website page, banners, etc. An approved logo will be consistently used across all communications platforms to ensure a recognized effort and issue with residents. 3. Messaging: During the initial discovery phase, The Nest will speak with all key staffers associated with the Educational Effort. Their knowledge will be paramount, as well as chatting with local partners such as One Valley Community Foundation and others to identify any potential naysayers or pitfalls in order to properly message to those issues, while still carrying our proactive message forward. The dialogue with City staff regarding messages and community feedback will be ongoing throughout the entire educational effort up until Election Day, to ensure our communication is on point and effective. 4. Materials/Production/Creative: Before graphic materials are created, The Nest begins with a discovery period. At this time, we are gathering information from our client, researching what needs to be produced, who the target markets are, what guidelines and standards need to be followed, and how and when graphic materials are going to be used. Our creative team then moves to an incubation period where we begin to explore and develop concepts and ideas. At the same time, we are also formulating our Strategic Communications Plan so that our creative direction and communications plan are in sync. Once a solid creative direction and communication plan have been formed, we present to the client. We encourage feedback from our client at this point and use this time to fine-tune the creative direction and communication plan. Upon approval from the client, we develop visual standards for all products moving forward. We then produce vendor ready graphic materials to provide to vendors or the client for their use. The Nest team includes a creative director/graphic designer and copywriter. When necessary, we pull in sub consultants. We draw from our experience and connections to coordinate a tailored team for your needs. Then, we lead our experts strategically to reach your communication goals. This can include illustrators, photographers, copywriters, digital media experts, and video production crew. Below are samples of work that The Nest has created for the City of Bozeman and other area clients that demonstrate our ability to provide easy to understand information on complicated issues: 13 prepared by The Nest Collective, LLC | June 2021 14 prepared by The Nest Collective, LLC | June 2021 15 prepared by The Nest Collective, LLC | June 2021 THANKS FOR BEING ASCOOPERTROOPER In 2017, we’ve already collected almost 12 tons of doggy waste from our cans at parks and trails. Last year, over 24 tons of dog waste was collected. Thanks for your help. Let’s keep up the pickup! Clean grass = clean water. Picking up dog waste keeps it from washing into Bozeman’s storm drains, creeks, and ponds–the waterways where people and pets play, HUK^OLYLÄZOHUKV[OLY^H[LYIV\UK organisms thrive. Bag it up. Our waste disposal areas on trails and in WHYRZTHRLP[LHZ`[VNYHIHZHUP[HY`ZHJR and pop that poop in the can. Make a real difference. Our waterways have unhealthy E. coli levels partially due to uncollected dog waste— I\[^LJHUÄ_[OH[7PJRPUN\WL]LUVUL poop saves 23 million fecal coliforms from contaminating our water. Thanks, from the City of Bozeman and our Partners. DOG DOO’S Stormwater Division Dog Poop Brochure 16 prepared by The Nest Collective, LLC | June 2021 DUMP ON US. WE CAN TAKE IT. Garbage · Recycling · Compost Bulky Item Pickup · Roll-Off Services 406-582-3236 · www.bozemansolidwaste.com The City of Bozeman thanks you for helping us dispose responsibly and ZLY]LL]LY`VULLMÄJPLU[S`-VYX\LZ[PVUZWSLHZLJVU[HJ[\ZH[ ;VIL[[LYZLY]L`V\^L»YLVW[PTPaPUNV\Y garbage and recycling pickup routes. Beginning Monday, February 25, all garbage and recycle bins need to be CURBSIDE BY 7AM on your scheduled pickup day. 0M`V\»YLUV[HTVYUPUNWLYZVU[OLUPNO[ILMVYL^VYRZ[VV THE TIMES, THEY ARE A CHANGIN’. YOUR GARBAGE AND RECYCLING PICKUP TIMES, ANYWAY. GARBAGE RECYCLING 7 THE TIMES, THEY ARE A CHANGIN’. YOUR GARBAGE AND RECYCLING PICKUP TIMES, ANYWAY. All garbage and recycle bins need to be CURBSIDE BY 7AM on your scheduled pickup day. TRASH RECYCLING 7 CITY OF BOZEMAN SOLID WASTE DIVISON Solid Waste Route Optimization Schedule Change Notification Outreach 17 prepared by The Nest Collective, LLC | June 2021 18 prepared by The Nest Collective, LLC | June 2021 19 prepared by The Nest Collective, LLC | June 2021 20 prepared by The Nest Collective, LLC | June 2021 21 prepared by The Nest Collective, LLC | June 2021 22 prepared by The Nest Collective, LLC | June 2021 5. Accessible and inclusive communications: The Nest’s ethos is to be inclusive and accessible in all work product we create and promote, and this educational effort will be no different. Ensuring that information that is available for in-person events is also easily located within Bozeman.net (and is ADA compliant) is paramount in reaching folks where they are at, on their own timeframe. We craft our messaging in compelling ways but avoiding overly complex words or phrases, in hopes of reaching a variety of educational levels. We will create materials to fulfill any requirements needed and dictated by the City for this effort. 6. Social Media: During the Bozeman Public Safety Center efforts, The Nest drafted a bank of social media posts as well as graphics for the City to post on their social channels that again repeated the core talking points and educational messaging. We also included photos and short videos which are easy to share on social channels and highly effective. We also incorporated the logo and branding into info-graphics and other visual elements to maintain that brand consistency. Another key social media tool was to elevate the current state of the failing facilities in the fire station and police station that many residents were unaware of. There are similar opportunities with this effort to highlight Bozeman’s skyrocketing housing market, aging pool facilities, and slim rental inventory. While ballot issues and government financing can seem complex and daunting to communicate, The Nest has found reliable, proven success by keeping messages simple, focusing on how this could positively affect the voter, and cleanly stating current needs and pointing out opportunities where residents can work together to improve and sustain our beloved community. 7. Media Planning & Buying: Bozeman provides a variety of media opportunities at a variety of price points. The Nest looks at the demographic receiving the desired messages and the available budget and timeframe for messaging. Through our experience we have determined that budgets typically are not large enough to saturate the area with a presence in all media, so we must be strategic in what, where, and how we place our messages. For City of Bozeman specific issues, targeting residents, and businesses alike, we typically look at the media that focuses on the general city area alone. However, some publications such as Montana Parent have become useful tools when speaking to moms and families, even though the media reach for this publication is throughout Southwest Montana. In our experience, utilizing free and low-cost media opportunities such as radio and TV sit- ins, social media boosted posts, and partner social media, emails and newsletters help to stretch the budget significantly. When The Nest is working on an outreach campaign we may meet with local media vendors to discuss the strategy behind the campaign and work with them to develop a strategy using their expertise in the market, and to obtain added value opportunities. Budget is balanced with the overall goal to ensure the dollars spent are providing appropriate ROI. During the duration of a campaign, we will monitor media outreach with click through rates (CTR) and impressions for digital and will monitor invoices for run dates/times for radio and TV. Print, TV, and radio impressions are harder to track as methods are less sophisticated based on the media type. If a CTR, guaranteed impressions or other measurement factors are not satisfactory, we will work with the client and the vendor to adjust the buy and/or media spend to ensure that we are reaching our target audiences as intended. 23 prepared by The Nest Collective, LLC | June 2021 8. Community Partnerships: Attainable housing is increasingly on Bozeman resident’s minds as we continue to see home pricing and rental rates push limits previously unseen. Gaining support and wisdom from groups already actively working in this space will be paramount in this Educational Effort. HRDC, One Valley Community Foundation, Headwater Community Housing Trust, private developers, groups utilizing the pool and park facilities regularly, and more, can help provide input on messaging and can assist in spreading educational nuggets about the opportunities the Facilities Bond and Affordable Housing Mill Levy would provide to the Bozeman community. Properly maintaining our much-loved community amenities, as well as ensuring the patchwork of our socioeconomic status remains intact as our community becomes more desirable to folks with deep pockets from other areas are goals many in Bozeman share. It’s important that we see this effort as a community-wide effort, where local businesses are partnering with governmental agencies to think outside the box to arrive at creative solutions to support folks of all means to be able to live and work within Bozeman. 9. Budget: The proposed budget for this project is $36,000, which includes the scope proposed as well as consultant’s time. EXECUTION AND TIME INVESTMENT Name, Logo, Brand Development - $3,000-5,000 The first step is to solidify the name and logo for outreach uses throughout the campaign and into implementation. Once these are identified, a structure for this branded effort will be created (style guide). Messaging - $3,000-5,000 Talking points, slogans, Q&A, content, words to use, words not to use, tough questions and answers, additional messaging as needed. Materials - $TBD based on final needs Mailer, presentation PowerPoint, graphics and materials for website and social media, videos, and other needs as determined. Social Media Educational Posts - $7,000-$9,000 The key to establishing a clear need, value and invitation for investment is providing simple, clear, and creative educational nuggets via social media. These posts will include social and community value of this investment. The first step in this entire educational campaign starts with simple awareness. An easy and inexpensive way to do so is to utilize the City’s social media platforms, and also add Instagram into the mix to target a younger demographic as well. Posts should be made almost daily from agreement on this proposal up to and through Election Day. OUTSIDE COST ESTIMATE The costs outlined below are based on previous and similar campaign/outreach efforts. Actual costs will be dependent and determined by products produced, quantity, method of distribution (mailing vs. hand distribution), frequency, and overall client needs from the initial Strategic Communications Plan. Media - $6,000-10,000 May include radio, TV (cable and/or broadcast), digital, and social. 24 prepared by The Nest Collective, LLC | June 2021 Printing - $3,000-5,000 May include banner poles for public events and tabling, direct mail, rack cards/handouts, signage. Photography - $500-1,000 May include still photography and unedited video clips. Production - $500-1,000 May include script recording, music bed, spot production. Not included in the above, and other relevant notes: • Work above and beyond the above scope of work is not included in these initial estimates. Projects or deliverables beyond the final approved scope of work and estimates are charged at $85/hour for time to execute and hard cost, plus industry standard 15% markup for products paid via The Nest Collective, LLC. Estimates will be provided and will require approval prior to proceeding with adjusted scope. • We recommend a monthly check in to ensure all relevant points have been addressed and to redirect as needed based on public reaction and feedback. 25 prepared by The Nest Collective, LLC | June 2021 Related Experience with projects similar to the Scope of Services Provide case studies featuring prior work for each core area of professional services as delineated in the Scope of Services. The case studies should demonstrate the depth experience of the proposing prime firm and their team. CASE STUDIES The Wilderness Society (TWS) – Blackfoot Clearwater Stewardship Project (BCSA) Scott Brennan (State Director) Over a decade ago, a diverse group of residents from Ovando and Seeley Lake banded together to form the Blackfoot Clearwater Stewardship Project (BCSP), a three-pronged solution to public lands management issues in Lolo National Forest. The proposal focuses on three buckets: timber and restoration, recreation, and conservation. Senator Tester introduced the Blackfoot Clearwater Stewardship Act in February of 2017, and stakeholders hoped to reintroduce the legislation in early 2019. In a nutshell, the BCSA would add approximately 80,000 acres to the Bob Marshal, Scapegoat, and Mission Mountain Wilderness Areas, it would create a 2,000-acre snowmobile play park as well as a special management area for mountain bikes, and it also created the Southwestern Crown of the Continent Collaborative (SWCC) in 2010. The SWCC is a forest restoration project aimed at ensuring local forests and watersheds are healthy. This work has resulted in maintaining 138 jobs in the area, 130 miles of stream restoration and 46,222 acres treated for noxious weeds. Rebecca began working on the BCSP in 2015, building the steering committee’s communications efforts from the ground up. The Nest built and maintain the BCSP website, created collateral materials, talking points, print/radio ads, and generated earned media stories in support of the BCSP. Rebecca’s role deftly managed and incorporated interests and messaging from the diverse steering committee (comprised of conservation groups, outfitters, ranchers, timber product industry, local business, etc.) to create a collective message that elevated the opportunities for common ground and consensus. Additionally, during and following the 2017 fire season Rebecca worked collaboratively with Senator Tester’s communications director to tell the success story in the acres of forest treated with the restoration program. Much of Lolo National Forest burned, however the treated acres did not and were used as fire breaks by the firefighters. Rebecca worked on this project under contract with The Wilderness Society, and Scott Brennan (Montana State Director) can be contacted to provide further details regarding the communications work completed. Contact: Scott Brennan: 406.600.7846, scott_brennan@tws.org Examples of work on the following page: 26 prepared by The Nest Collective, LLC | June 2021 27 prepared by The Nest Collective, LLC | June 2021 City of Bozeman Bozeman Street Report Craig Woolard (former Public Works Director) Melody Mileur (Communications Coordinator) In 2013, the City of Bozeman Public Works Director approached The Nest to assist in raising awareness for construction projects, delays and closures during the warm weather months. The City of Bozeman was receiving an increasing number of calls, letters, and complaints from residents regarding the lack of information for closures and detours. The Nest created the Bozeman Street Report as an educational tool for the City of Bozeman to use in order to alert and educate residents and visitors alike –ahead of time – regarding construction projects across the City. The Nest created a direct page on the City of Bozeman’s website with an interactive map, a listing of large projects city-wide, and general information for construction work. The Nest also created a Facebook page and Twitter account that are used daily during warm weather months to alert residents and visitors of closures and delays. Additionally, The Nest ran an awareness campaign to promote the Bozeman Street Report through print ads, radio spots, TV ads, and a weekly “snow report” style radio spot that lists all of the current, major closures and projects each week. The Bozeman Street Report has been an immense success, drastically reducing calls fielded by City employees, and is also a vehicle for the City to provide the “why” to construction projects and closures. Not only giving residents and visitors the closure information, but also the bigger picture information (i.e. work on Baxter will increase traffic flow and plan for growth on the West side of town) and interesting nuggets helps give the City a personal face in the community. The City is here to help, and we are all in this together. The Bozeman Street Report has grown and evolved from just warm weather months and now includes fall leaf pick up information, winter snowplowing and sidewalk scooping, street sweeping and cleaning, and stormwater information. It has also changed in media outreach and communication tactics as our community has grown and changed. The Nest has successfully been able to take a topic that is perceived as very frustrating and inconvenient and spread information in an efficient and swift manner, has reduced city staff workload considerably with reduced call volume, and drastically increased awareness of construction projects, snowplowing efforts, leaf pick up and more year-round. Contact: Craig Woolard – 406.580.4765 Melody Mileur – 406.582.2322 Examples of work on the following pages: 28 prepared by The Nest Collective, LLC | June 2021 Print Bozeman Street Report-Construction, Newspaper Ads TV City of Bozeman, Public Works“Summer Construction”, TV :30http://bit.ly/2x1Fnge WE’VE GOT THE WORDON THE STREET Getting around town this summer can be a breeze when you know when and where street construction is happening. Here is a heads up on a few major projects around Bozeman this summer. For full updates, visit www.BozemanStreetReport.com. City of Bozeman - Streets Division S. TRACY AVENUE RECONSTRUCTION Babcock toCleveland May 29-Nov.** BAXTER LANERECONSTRUCTION Between N. 7th Ave.& Harper Puckett Road May 29-Nov.** ROUSE AVENUERECONSTRUCTION (MDT)* Between Oak Street& Story Mill RoadMay 29-June** ROAD CONSTRUCTION ETIQUETTE• SLOW DOWN IN CONSTRUCTION ZONES• WATCH FOR SIGNS AND FLAGGERS• PLAN AHEAD FOR POSSIBLE DELAYS • CONSIDER ALTERNATIVE ROUTES OAK STREET RECONSTRUCTION BetweenN. 15th Ave.& N. 19th Ave.May 15-June 25** CHIP SEAL PROJECTS | >)HIJVJR>2VJO:YK:[O-V^SLY.HYÄLSKc1\S`:LW[** HEADS UP FOR BIKE AND PED COMMUTERS! MAJOR PROJECTS AROUND TOWN • DESIGNATED BIKE-FRIENDLY STREETS ARE MARKED WITH BIKE SHARROWS AND/OR DESIGNATED BIKE LANES. • MAKE ROOM FOR WALKERS, RUNNERS, BIKERS AND VEHICLES SHARING OUR COMMUNITY ROADWAYS. FIND UPDATES ON WHERE THE CITY OF BOZEMAN’S CREWS ARE WORKING THIS SUMMER. *The Rouse Ave. project is operated by Montana Dept. of Transportation (MDT). Call 406-388-6832 for more information.(SSZ[HY[HUKÄUPZOKH[LZHYLLZ[PTH[LZHUKIHZLKVU^LH[OLYJVUKP[PVUZHUKZWLJPÄJWYVQLJ[Z*OLJR^^^IVaLTHUZ[YLL[YLWVY[JVTMVY\W[VKH[LPUMVYTH[PVU Ç9LJLP]LULPNOIVYOVVKUV[PÄJH[PVUZMYVT5L_[KVVY5L_[+VVYJVT· Visit www.BozemanStreetReport.com for more information· Follow us on Facebook and Twitter at /BZNStreetReport Ç:PNU\WMVYLTHPSUV[PÄJH[PVUZH[^^^IVaLTHUUL[· Listen for our radio spots on morning drive times Poster 29 prepared by The Nest Collective, LLC | June 2021 30 prepared by The Nest Collective, LLC | June 2021 City of Bozeman Bozeman Public Safety Center Andrea Surratt (former City Manager) Chuck Winn (Assistant City Manager) Cyndy Andrus (Mayor, City of Bozeman) In the spring of 2018, The Nest was approached by the City of Bozeman to assist in creating an educational campaign for an upcoming bond initiative: the Bozeman Public Safety Center. The City had tried to fund a new police and courts facility several times before to no avail, however this iteration also included replacing Fire Station #1, and was an effort solely focused on the City of Bozeman’s needs, instead of combining both city and county. The Nest worked collaboratively with a large group of City employees to create a robust educational campaign, filling in the gaps for residents as to WHY the facility was needed. The previous bond efforts lacked public information, and therefore The Nest focused on bringing current facility conditions, Bozeman’s rapid growth rate, and special unique town characteristics and needs to the forefront in all of the educational pieces. The Nest worked closely with City of Bozeman staff to ensure message clarity and consensus. The Nest planned and executed collateral pieces, TV spot, social media posts, and in person events to ensure communication tactics were layered and repetitive, giving the community ample opportunity to learn more. The result was extremely favorable, the Bozeman Public Safety Bond passed in November 2018 with over 60% of the votes, which is an impressive feat after several iterations of the bond were non-starters at the polls. Contact: Chuck Winn – 406.582.2307 Cyndy Andrus – 406.582.2383 Examples of work on following page: 31 prepared by The Nest Collective, LLC | June 2021 32 prepared by The Nest Collective, LLC | June 2021 Present and Projected Workloads Describe the firm’s current major projects and, if possible, affirm that the firm can accommodate the projects anticipated by the Scope of Work. CURRENT MAJOR PROJECTS Bozeman Municipal Watershed Project Outreach Gallatin Housing Assessment with One Valley Community Foundation City of Bozeman Water Conservation Irrigation and Drought Outreach City of Bozeman Construction/Bozeman Street Report City of Bozeman S. 6th Avenue Reconstruction Outreach Madison Valley Bank ongoing marketing and communications The Nest Collective is staffed with principals and existing freelance professionals to accommodate a campaign effort July through November. Recent and current work for the City of Bozeman List projects completed for the City of Bozeman over the last 4 years. This is a list of some, but not all of the work completed for the City of Bozeman and City of Bozeman Departments and Divisions by The Nest Collective over the past 4 years. City of Bozeman • Bozeman Public Safety Center Education Outreach • Parks and Trails District Education Outreach • Covid-19 Outreach • Communications Plan • Community Engagement Initiative Sustainability Division • Top 10 Energy Hacks Brochure Finance Division • New Resident Brochure Neighborhoods Division • Clean Up Day Materials • General Outreach Materials • Bozeman Stickers Parks and Recreation Division • 50+ Prime Expo Outreach • City Pools Outreach Forestry Division • Boulevard Tree Outreach • Frost Damage Outreach • Mulch Outreach Stormwater Division • Dog Poop Pickup Outreach • Water-Wise Garden Signage and Brochure • Grass Clippings Outreach 33 prepared by The Nest Collective, LLC | June 2021 • Adopt A Drain Outreach • Construction Compliance Outreach Streets Division • Bozeman Street Report Construction Education and Outreach • Bozeman Street Report Winter Outreach • Fall Leaf Pickup Outreach • Spring Street Cleaning Outreach • Potholes Outreach Solid Waste Division • Recycling Services Outreach • Commercial & Residential Services Outreach • Garbage Truck Graphics • Recycling Truck Graphics • Fleet Truck Graphics • Grapple Truck Graphics • MSU Football Recycling Outreach • Compost Collection Outreach Water Conservation Division • Water Smart Planting Guide for the Bozeman Area • Irrigation Campaign • Mayors Water Challenge Materials • Drought Management Outreach Plan • Drought Outreach • Rebate Program Outreach Water and Sewer Division • Drinking Water Week Education • Fire Hydrant Flowing Outreach Water Treatment Division • Water Quality Report 34 prepared by The Nest Collective, LLC | June 2021 Affirmation of nondiscrimination (see Attachment 1) Non-completion of the Affirmation of non-discrimination is cause for disqualification of firms. 35 prepared by The Nest Collective, LLC | June 2021