HomeMy WebLinkAboutRequest for Proposal- The Nest Collective, LLC .J
• REQUEST FOR PROPOSAL:
City of Bozeman Public Works Department
PROFESSIONAL SERVICES FOR PUBLIC RELATIONS
PREPARED FOR The City of Bozeman Public Works Department
25 July 2014
PREPARED BY The Nc--st Collpctivc_. LLC
FORM OF PROPOSAL
Proposal responses must include the following information.
A. Consultant's legal name, address, telephone number, web site (if any), and email
address.
The Nest Collective, LLC
570 Prospector Trail
Bozeman, MT 59718
www.thenestbzn.com
Becky Edwards Kendra Callantine Robyn Egloff
406-570-9427 406-570-6613 406-209-6868
becky@thenestbzn.com kendra@thenestbzn.com robyngthenestbzn.com
B. Statement of qualifications that includes Consultant's professional credentials,
experience, and qualifications in providing the Scope of Services stated in this Request
for Proposal.
The Nest Collective is a team of communications professionals with over 50 years
combined experience developing and executing high-level communications plans.
Please see our exact experience below as it relates to each component of the Scope
of Services.
Scope of Services: Item 1
Through our individual businesses, and as The Nest Collective, we've personally
developed and executed many high-level strategic communications plans
for governmental agencies, private companies, and non-profit organizations.
Several examples include: the Montana Office of Tourism, whereby we created
a public relations strategy and department from the ground up, taking the
return on investment from $5 million dollars to $15 million dollars in only three
years. Additionally, our members brainstormed and developed conservation
communication strategies for national and state-wide conservation organizations
such as Resource Media (examples of which can be described privately however
due to contract confidentiality agreements cannot be written into a public document),
the American Fly Fishing Trade Association (Tinting Mine Opposition, Clean Water
Act), Whitefish Legacy Partners (Legacy Lands Campaign), Western Conservation
Foundation (examples of which can be described privately however due to contract
confidentiality agreements cannot be written into a public document) and the City of
Bozeman Public Works Department.
Scope of Services: Item 2
The Nest Collective developed the Bozeman Street Report in coordination with the
PWD to better inform residents and visitors to Bozeman of closures and delays from
construction and infrastructure maintenance projects. We created the logo, executed
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media buy outlets and strategies, coordinated and recorded radio spots, managed
web content and created and scheduled social media posts. The Nest Collective
possesses extensive experience in all of these areas thanks to our work with the
Great Falls Clinic (creative materials and radio spots) and with Resource Media and
AFFTA (social media content/scheduling and website management).
Scope of Services: Item 3
The Nest Collective was tasked with developing a marketing strategy to increase
solid waste and recycling customers and increase program awareness and revenue.
We created a cohesive strategy that included print media, online media, radio, radio
sit-ins, PR efforts, partnerships and environmental marketing to raise awareness of
the City of Bozeman's Solid Waste Division and services. Solid Waste customers, and
especially Single-Stream Recycling customers, have increased in the past 18 months
due to our efforts.
Scope of Services: Item 4
The Nest Collective has been involved in the IWRP and the beginning stages of
the water conservation program for the last 12 months, assisting in steering the
development of the program. We're eager to continue to assist this new outreach
and educational effort. With our work developing conservation strategies and
programs with Whitefish Legacy Partners and Western Conservation Foundation, we
understand the need for community investment and the importance of partnerships.
We have extensive history with creating new marketing and branding strategies
through work with the City of Bozeman Better Bozeman Project (logo, communication
platform), the Center for Large Landscape Conservation (logo, brand platform,
website development), District 7 Human Resources Development Council (brand
platform, print advertising, outreach materials, website development) and Great Falls
Clinic (brand platform, print campaign, outreach, media buys, equipment/supplies
advertising), survey development (AFFTA and Resource Media) and social media
development and equipment advertising (COB Single-Stream Recycling truck wrap).
Scope of Services: Item 5
The Nest Collective has been working with the PWD regarding developing a
preliminary outreach and education program for Stormwater for the last 12 months.
The Nest has extensive experience working with the Department of Environmental
Quality and the Environmental Protection Agency, including a large working
knowledge of MS4 discharge permits, compliance issues, watershed health as well
as the history of the City of Bozeman's stormwater system and the trajectory the
upgraded utility will move towards. Additionally, The Nest has worked extensively
with water quality organizations such as Trout Unlimited (national and the Montana
chapter), the Greater Gallatin Watershed Council, Blue Water Task Force and more.
Scope of Services: Item 6
The Nest Collective developed a suite of proactive, engaging collateral pieces
and print ad campaigns and online to promote leaf clean up, sidewalk shoveling
and snowplowing for PWD that dovetailed with messaging from the Bozeman
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Street Report. We are keen to continue that effort and develop new strategies
to communicate the importance of property management that positively effects
neighbors and residents.
Scope of Services: Item 7
The Nest Collective has a comprehensive history of critical thinking and strategy
development regarding issue-based projects. Thanks to our previous work with
the PWD, we are already familiar with SID creation and have assisted in outreach
regarding the Story Street SID. Additionally, we possess in-depth knowledge of
floodplain mapping and issues with current inaccuracies on the FEMA map as well
as floodplain insurance changes and rate increases. We have also been consulting
with the current PW Director regarding long-range infrastructure planning and
incorporating outreach and education to this forecasting.
Scope of Services: Item 8
The Nest Collective greatly enjoyed working with the Water and Sewer department
for the past WaterFest event, as well as learning about the smart metering program.
With our previously detailed experience, we are well-equipped to continue outreach
and education efforts.
Scope of Services: Item 9
On the heels of a successful Water Treatment Plant ribbon cutting, The Nest
Collective already has a considerable working knowledge of the water treatment
plant and the cutting-edge technologies such as the membrane filtration system and
the flocculation tanks now featured in the $40 million plant. Additionally, The Nest
has been working intimately with the US Forest Service to develop a communications
strategy regarding the Bozeman Municipal Watershed (BMW). Our goals here are
twofold: to deliver logistical information regarding the eventual forest management
and thinning project that will (likely) commence within the next 12 months, as well
as provide greater awareness to the Bozeman community regarding the origins of
drinking water and the opportunity to become better stewards of these public lands.
Scope of Services: Item 10
With our background and awareness of MS4 discharge permits and non-point-
source issues, we are well-equipped to develop and deliver appropriate messaging
regarding our water reclamation facility as well as the stormwater utility.
Scope of Services: Item 11
We have over 15 years of experience writing and disseminating media releases
not only for the City of Bozeman but also for the Montana Office of Tourism, AFFTA,
Whitefish Legacy Partners, Partners Creative, MercuryCSC, Business for Montana's
Outdoors, and many more. We have been working closely with the Bozeman media
on behalf of the PWD for the last 16 months.
Scope of Services: Item 12
The Nest Collective is pleased to have worked with existing partners to the PWD, and
is looking forward to developing new alliances. The USFS, Gallatin Valley Land Trust,
prepared by I Ia.
Greater Gallatin Watershed Council, Trout Unlimited and the Gallatin Association of
Realtors are all examples of collaborators during the past 16 months of work with the
PWD. We look forward to the opportunity to grow this list in numbers and depth.
Scope of Services: Item 13
Since The Nest Collective has been under contract to provide marketing and
communications assistance for the Solid Waste Division and the Bozeman Street
Report, our team has repeatedly gone above and beyond to assist in any additional
projects as assigned by the PWD. Examples include the IWRP, BMW, landfill, and
many more. We look forward to continuing this dedication to PWD.
C. A narrative describing the Consultant's proposed approach to developing an over-
arching strategic communications plan for the PWD. Formal preparation of a strategic
communications plan is not necessary. The narrative must instead provide sufficient
detail as to how the Consultant will develop the plan. Include the necessary tasks to
complete this effort together with a schedule for how the plan will be developed and
implemented.
While the City of Bozeman Public Works Department provides the vital cogs of any
community— streets, sidewalks, drinking water, refuse services, sewer systems and
more—residents tend to simply consider these efforts as "givens." More often than
not, Bozemanites notice their city's infrastructure only when it inconveniences them:
the "annoying" construction project that alters their commute. That "dangerous"
pothole that causes a bike wreck. A "frustrating" water outage. In short, a negative
conversation is too often the only one about Public Works.
The Nest Collective adamantly believes in changing that narrative within the Bozeman
community. Drawing from our extensive experience in effective communications, our
proposed strategic communications plan will broadcast the PWD's successes, as well
as being transparent and proactive when things go awry, to the Bozeman community
in a positive, proactive, and engaging manner. Bozeman recently won several
awards in popular magazines such as Outside for being the most desirable mountain
community to play and raise a family in. Without clean water, bike-friendly streets, and
easy services like single-stream, curbside recycling, Bozeman would not be such an
attractive destination. By telling these positive infrastructure stories to our community
in an informative and inspiring way,we will garner more investment in the PWD, and
in turn swell the pride of our community. When there are utility tax increases, such as
stormwater, citizens will understand that they are paying to make our community better.
Overall, we believe these stories will help will help the community see that the things
they often take for granted are actually important community assets, and that their
maintenance is exactly what makes our community so ideal.
The first step in developing our strategic communications plan is a period of
"discovery." Our team will meet with directors and supervisors of the PWD, unearthing
stories and issues worth telling. We'll catalog all of these opportunities to engage the
prepared by
community in a comprehensive GAANT chart, highlighting the best outreach methods
while setting appropriate timelines. With our GAANT chart complete, we can look
at a glance at a large-scale plan of ALL of PWD's stories, programs, opportunities
and issues, giving us the insight to efficiently (and effectively) roll out messaging
strategies.
Using what we've learned in the discovery phase, we'll also craft a consistent,
appealing brand for the PWD—one that both engages and reassures citizens. By
setting brand guidelines, we'll ensure that all PWD communications adhere to
one voice and style that both resonates with residents, and remains stable and
recognizable as PWD, no matter what media platform.
As for media platforms, The Nest Collective is well aware that our community tax
dollars support the PWD budget. Our strategic communication plan will prioritize
conservative media buying as well as a proactive earned media component.
Since The Nest has already worked with PWD on the Bozeman Street Report and
other issues, we've built healthy relationships with all local media outlets. These
relationships will be key as we earn positive editorial stories and simple engagement
on PWD issues. Low-cost and no-cost will lead our discussions as we craft our
communications plan.
The Nest has already proven that the PWD's outreach can be both inexpensive and
effective, allowing us to do more with limited dollars. Our plan would continue to
create change without overspending, inspired by the success of past efforts like
social media portals and outreach (Bozeman Street Report as well as posts to City
of Bozeman social media pages), radio sit-ins, media releases, and non-traditional
marketing like the chalk art surrounding WaterFest. We will once again capitalize on
our partnerships with other groups to broaden our message (Gallatin Valley Land
Trust, Greater Gallatin Watershed Council, etc.), as well as editorial columns (such
as Craig Woolard's Bozeman Daily Chronicle column as well as Becky Edwards'
Bozeman Magpie column and quarterly BDC conservation column).
Studies prove that a "layered" communication technique results in exponentially
better message retention, so we will judiciously evaluate and execute media buys
and campaigns to speak to citizens on multiple levels. In that vein, The Nest has
been very successful with the Solid Waste Department as well as the Bozeman
Street Report in utilizing media buys in print, online, radio spots and statement
stuffers to effectively reach residents in a variety of different methods. As we develop
our strategic communications plan, we will once again incorporate these proven,
effective methods.
Furthermore, we believe that to engage our community, the PWD needs to be a
visible part of that community. We've already raised public awareness for water
conservation with the Music On Main Water Station, as well as the high quality of
our city drinking water and its origins. To that end, our strategic communication
plan will include placing PWD at the heart of important hometown events like the
Homecoming Parade, the Farmer's Market, Catapalooza and Pecha Kucha nights. We
prepared by
will also rely on our event-planning acumen to plan City-specific events, capitalizing
on the success of our Better Bozeman Project.
In crafting our communications plan, we will take into account not only Bozeman
citizens, but another crucial audience: partners of the PWD. In the past, the PWD has
forged several partnerships with large-scale governmental agencies as well as local
and state politicians. For instance, The Bozeman Municipal Watershed project is just
one instance of PWD collaborating with a governmental agency for positive change.
We will help PWD communicate with groups such as these to partner on these
engagement opportunities to ensure consistent messaging. Other opportunities exist
with the Environmental Protection Agency, the Department of Environmental Quality,
Montana Department of Transportation and many more.
To grow these mutually beneficial partnerships further, our plan would include
provisions to help PWD to factor in communication with local, state and federal
politicians regarding developments and projects within the PWD. Ensuring awareness
of PWD projects and efforts to continue to improve the Bozeman community to
these public servants is a feather in their caps as well as the PWD's. An example
of such communication was the new water treatment facility ribbon cutting event,
which The Nest organized and executed. This event drew a crowd of over 60 with
representation from the City of Bozeman Mayor as well as representatives from both
senator's offices.
All of these strategies and skills will combine to create a solid, comprehensive
plan for the PWD. But to simplify our guiding philosophy: we will craft our strategic
communication to expose the good the PWD does on a daily basis—things like
smart water metering, innovations in the GIS department, an award-winning water
treatment plant. We feel our work with the PWD has already created a friendlier, more
transparent voice for infrastructure, helping the public create positive associations
about where their tax dollars go. We look forward to capitalizing even further on that
momentum.
As our Discovery Phase progresses, we can better determine the most appropriate
course of action for the PWD. Please see our GAANT chart on the following page for
more specifics on our methods, timing and tasks.
TOPLINE TASKS
Discovery
Communications Plan Development (GAANT chart with detail)
Review of goals from GAANT chart on a monthly basis
Methods to measure effectiveness
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City of Bozeman-Public Works Department-Proposed Scope of Work Timeline
SUMMER FALL WINTER SPRING
Scope of
Services June July August September October November December January February March April May
Development of an over-arching
strategic communications plan for
Item 1 the PWD.
On-going
support and
On-going support and continued development of the Bozeman Street continued
Report including preparing creative materials,media buys,weekly radio development
announcements,social media and interactive web content.(Will continue to of the Bozeman
Item 2 run Maythrough September for construction communication) Street Report...
On-going support and continued
assistance with the Solid Waste
division single-slream recycling
service media campaign,and other
services such as compost and
On-going brush pickup,including preparing On-going
support and creative materials,media buys,radio support and
continued announcements,social media,web continued
assislancewith content,and equipment/supplies assistance with
the Solid Waste advertising.(Compost May/June, the Solid Waste
Item 3 division... Recycling late summer and fall) division...
Developing marketing and branding for the Water Conservation division Including logo and
slogan creation,website development,community surveys,assisting with education and
outreach materials/campaigns,public engagement,media buys,and equipment/supplies
advertising.(Survey to start asap upon award of contract,balance of project to be scheduled and
Item 4 coordinated upon survey completion)
Assisting the Slormwater division with public engagement activities including eduation and outreach material/campaign development,community events,website development,MS4 discharge permit compliance issues,and stormwater
Item 5 utility enhancement.(We will capitalize on the draft outreach and education plan The Nest has been working on with COB staff.Ongoing and dependent on individual project and communication needs)
Assisting the Streets division with public engagement activites including eduation and outreach Assisting the
material/campaign development for streets division services such as fall leaf pickup,snow Streets division
plowing,and spring cleanup.(Snowplowing October through February and potentially March with public
dependent on weather,Fall Leaf Pickup October/November dependent on weather,Spring engagement
Item 6 Cleaning in May.Other activities based on need) activities...
Assisting the Engineering division with public engagement activities including education and outreach material/campaign development for issues such as sidewalk snow removal,sidewalk trip hazard removal,SID creation community
outreach,development review procedures,floodplain mapping,capital projects construction,and long-range Infrastructure planning.(Sidewalk snow removal communication November through February depending on weather,sidewalk
item 7 trip hazard removal spring and summer,the balance of the scope is ongoing and dependent on individual project and communication needs)
Assisting the Water and Sewer division with public engagement activities including education and outreach material/campaign development for issues such as smart water metering,water meter replacement,backflow prevention,lead
Item 8 detection and repair,hydrant flushing,sewer flushing,and sewer service root intrusion.(BMW Communication Plan development and Implementation.Ongoing and dependent on individual project and communication needs)
Assisting the Water Treatment division with public engagement activities including education and outreach material/campaign development for issues such as drinking water supply,drinking water quality,municipal watershed health,
Item 9 drought preparedness,and municipal watershed projects.(Ongoing and dependent on individual project and communication needs)
Assisting the Water Reclamation division with public engagement activities including education and outreach materialkampaign development for issues such as watershed health and discharge permit compliance.(Ongoing and
Item 10 dependent on individual project and communication needs)
Preparation of media releases and continuous engagement with local media outlets.(Communication with regional media will continue to build upon well established relationships.Ongoing and dependent on individual project and
Item 11 communication needs)
Item 12 Identification and coordination with community partners and stakeholder groups to assist the overall effectiveness of PWD public communications.(Ongoing and dependent on Individual project and communication needs)
Item 13 Additional public communication and outreach activities as required by PWD.(Ongoing and dependent on individual project and communication needs)
D.A proposed annual budget for the completion of scope generally described within this
RFP. Budget shall be presented as total hours estimated to perform the scope along with
the hourly billing rates of individuals providing professional services. Estimated budgets
for media buys and printing costs shall be provided as well.
The Nest Collective will charge an hourly rate of$75 regardless of the task, service
performed or individual working on the project/assignment. Outside costs such
as media and printing are marked up at an industry standard rate of 15% unless
otherwise negotiated or paid directly to the media outlet by the client.
The budget chart below shows what a budget of$70,000 may look like based on the
Scope of Services outlined and does not include projects or campaigns not included in
the Scope of Services. Once we begin the discovery phase of each Scope of Services
item, firm budgets, campaign materials and timelines will be created.
Paid
Scope of Services Time Media Printing Total
1.Development of an over-arching strategic communications plan for the PWD. $3,750 $0 $0 $3,750
(50 hrs)
2.On-going support and continued development of the Bozeman Street $5,250 $15,000 $50 $20,300
Report Including preparing creative materials,media buys,weekly radio (70 hrs)
announcements,social media,and interactive web content.
3.On-going support and continued assistance with the Solid Waste division single- $2,750 $2,500 $500 $5,750
stream recycling service media campaign,and other services such as compost (36 hrs)
and brush pickup,including preparing creative materials,media buys,radio
announcements,social media,web content,and equipment/supplies advertising.
4.Developing marketing and branding for the Water Conservation division $7,000 $3,000 $2,200 $12,200
including logo and slogan creation,website development,community surveys, (93 hrs)
assisting with education and outreach materials/campaigns,public engagement,
media buys,and equipment/supplies advertising.
5.Assisting the Stormwater division with public engagement activities Including $3,000 TBD TBD $3,000
education and outreach material/campaign development,community events, (40 hrs)
website development,MS4 discharge permit compliance issues,and stormwater
utility enhancement.
6.Assisting the Streets division with public engagement activities including $2,200 $800 $0 $3,000
education and outreach material/campaign development for streets division (30 hrs)
services such as fall leaf pickup,snow plowing,and spring cleanup.
7 Assisting the Engineering division with public engagement activities including $3,000 $800 $200 $4,000
education and outreach material/campaign development for issues such as (40 hrs)
sidewalk snow removal,sidewalktrip hazard removal,SID creation community
outreach,development review procedures,floodpiain mapping,capital projects
construction,and long-range infrastructure planning.
8.Assisting the Water and Sewer division with public engagement activities $3,000 TBD TBD $3,000
including education and outreach material/campaign development for issues (40 hrs)
such as smart water metering,water meter replacement,backflow prevention,
leak detection and repair,hydrant flushing,sewer flushing,and sewer service
root intrusion.
9.Assisting the Water Treatment division with public engagement activities $3,000 TBD TBD $3,000
including education and outreach material/campaign development for issues (40 hrs)
such as drinking water supply,drinking water quality,municipal walershed health,
drought preparedness,and municipal watershed projects.
10.Assisting the Water Reclamation division with public engagement activities $3,000 TBD TBD $3,000
including education and outreach material/campaign development for issues (40 hrs)
such as watershed health and discharge permit compliance.
prepared by
11.Preparation of media releases and continuous engagement with local media $3,000 TBD TBD $3,000
outlets. (40 hrs)
12.Identification and coordination with community partners and stakeholder groups $3,000 TBD TBD $3,000
to assist the overall effectiveness of PWD public communications. (40 hrs)
13,Additional public communication and outreach activities as required by the $3,000 TBD TBD $3,000
PWD. (40 hrs)
Proposed Annual Budget for the Completion of Scope $44,950 $22,100 $2,950 $70,000
Generally Described In this RFP. (600 hrs)
Hours have been rounded.
E. Identify each principal of the firm and other key personnel who will be professionally
associated with the COB PWD with this contract. Describe their respective areas
of expertise and contract role. Include personalized resumes which identify the
qualifications, training and experience of each key personnel,
Rebecca Edwards
Communications Strategist
Principal, The Nest Collective
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: Forest Jobs and Recreation Act, Rocky Mountain Front
Heritage Act, Land & Water Conservation Fund, Clean Water Act, Pebble Mine
opposition, Wyoming Sportsman's Alliance, and more
• Creating marketing strategies, materials, branding and communication plans for
both conservation non-profits and for-profit companies
• Writing, lobbying 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
• Healthy relationships with all current Montana politicians and many national
politicians and their staff
• Ongoing relationships with national conservation and advocacy groups such as..
Western Conservation Foundation, Resource Media, Trout Unlimited, Theodore
Roosevelt Conservation Partnership, The Wilderness Society, Backcountry Hunters
and Anglers, Sonoran Institute and many more
prepared by ' i
• 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 quality issues such as: Tintina Mine opposition,
Yellowstone lake trout removal, non-point-source contaminates, state water plan
components, and more
• Delivering articulate, on-message interviews as an effective spokesperson with
regional and national media
Relevant Experience
April 2010—Current
Principal, Communications Strategist
Sun Snow Creative, LLC, Bozeman, Montana
Specializes in media relations, conservation communications, political consulting,
copywriting, event planning, social media strategy, marketing campaigns, and non-
profit development for clients in the public eye, including:
• City of Bozeman
• Resource Media*
• Western Conservation Foundation*
• American Fly Fishing Trade Association
• Whitefish Legacy Partners
*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
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.
Awards and Affiliations
• Winner of several regional and national gold and silver ADDY awards for creative
excellence
• Current member of Montana Land Reliance Legacy Committee and Bozeman Ice
Festival, former chapter board member of Montana Conservation Voters, Southwest
Montana Climber's Coalition and Friends of Hyalite
Education
Montana State University, Bozeman, Montana
B.S. English Literature & Political Science
prepared by I , I,
Kendra Callantine
Account Manager/Media Strategist
Principal, The Nest Collective
Professional Summary
Multi-talented marketing professional with over 20 years 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
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
February 2013—Current
Principal, Head of Marketing
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 pr campaigns
for local and regional clients with an emphasis on public services and greater good.
Notable clients include:
• City of Bozeman, Solid Waste Division
• City of Bozeman, Public Works Division
• City of Bozeman, Office of Sustainability, Bozeman Energy Smackdown
• Great Falls Clinic
February 2002—January 2013
Account Executive, VP of Print Management and Vendor Relations
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
prepared by
• Bozeman Convention and Visitors Bureau
• Big Sky Resort
• Redington Fly Rods
• First Interstate Bank
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
Creative Director
Principal, The Nest Collective
Professional Summary
Highly experienced art 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.
Relevant Skills
• Creating cohesive branding that maintains a strong, compelling look and feel
across all media
• Broad experience working with all media types: print, 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
2008—Current
Principal, Creative Director
Robyn Egloff Design, Inc.
Translates even the most complex of messages into simple infographics, inviting print
media, large-scale cross-platform campaigns, and attractive brand collateral with a
focus on public services and conservation non-profits such as:
prepared by
• City of Bozeman
• Great Falls Clinic
• National Parks Conservation Association
• Center for Large Landscape Conservation
• Headwaters Economics
• HRDC District 7
• Montana PBS
• Property and Environment Research Center
1999-2007:
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)
F. A description of the firm's current work activities and how these would be coordinated
with the project, as well as specific current workloads of the project team members.
At the time of submitting this proposal, there is not an issue with The Nest Collective's
availability, or anyone else stated in this RFP, to take on the workload for this project.
G. A list of any subconsultants including information required in parts E and F above.
Kira Stoops
Copywriter/Brand Strategist
Professional Summary
Exceptional freelance copywriter with unique side skillsets in developing branding,
creating campaign concepts, and building messaging strategy and hierarchy.
prepared by '
Experienced in helping clients identify singular points of differentiation, prioritize their
messages, and then broadcast those messages in a consistent yet standout brand
tone.
Relevant Skills
• Unique ability to uncover the most important, relevant takeaway even within
complex subjects
• Adept at writing in a range of intelligent, accessible voices, from professional to
witty to concise
• Well versed in adapting verbiage to different mediums such as web, radio,
television, print, signage, video, social media and non-traditional advertising
• Specializes in creating targeted verbiage that is both memorable and digestible
for the intended audience
• Highly creative, excellent at finding catchy, out-of-the-box methods for conveying
key messages
• Deadline-driven and sensitive to proposed budgets
Relevant Experience
2008—Current
Principal, Copywriter, Brand Strategist, Content Strategist
Flying Bicycle Creative
Develops and wordsmiths messaging strategies across any platform that can hold
verbiage. Helps companies and organizations clearly define their goals, messages,
and unique brands, and then broadcast with strong concepts and brand adherence.
Specializes in clear, engaging language that eschews stuffiness or fluff. Focus on
end-c[ients in government and conservation as well as companies with outstanding
corporate ethics, such as:
• City of Bozeman
• Montana Office of Tourism (especially GetLostMt.com)
• Center for Large Landscape Conservation
• Oboz Footwear
• West Paw Design
• First Interstate Bank
• Moonlight Basin Ski Resort
2006-2008
Copywriter, Graphic Designer
Mercury Advertising (now MercuryCSC)
Boosted brand storytelling for large end clients with creative ad concepts, headlines,
body copy, TV and radio scripts on one hand, while adhering to strict brand
standards to design print ads on the other.
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Awards and Recognition
Several Regional Gold and Silver ADDY Awards for Creative Excellence
Education
Southern Oregon University, Ashland, Oregon
B.A. Digital Art
Current Work Activities
Kira contracts on a project-by-project basis. She has had a close working relationship
with the principals of The Nest for the past 8 years, and has subcontracted
consistently under Nest leadership for the past three years. While her exact work and
clients can't be outlined due to the ever-changing contract nature of her business, we
don't foresee an issue contracting Kira as needed throughout the life of this project.
H. Project management and organizational chart of key personnel assigned to the
project including any subconsultants that may be used. Indicate how the PWD will
interact with the key personnel on the project.
Since much of this contract centers around work Becky Edwards provides, Becky
will be in constant contact with the client and the client is welcome to contact Becky
directly via phone, email or in-person meetings. Kendra Callantine will act as the
Account Manager and coordinate communication and project timelines regarding any
media buys, creative services and general account questions. As Creative Director,
Robyn Egloff will be in direct communication with the client regarding any branding,
marketing, and contract items as needed. We are a small collective, and if awarded
this contract will be meeting weekly to ensure top-notch internal communication and
to connect regarding timelines and projects within the contract.
CLIENT
PUBLIC ACCOUNT CREATIVE
RELATIONS MANAGER DIRECTOR
MEDIA OUTSIDE COPYWRITER
SERVICES
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L A description of no more than three similar projects completed for a local
government entity and whether the projects were completed on time and within
budget. Including primary client contact information for each in order to facilitate
reference checks.
1.
Client: City of Bozeman — Public Works Division, Bozeman, Montana
Contact: Craig Woolard, Director of Public Works
Problem, issue, challenge, opportunity
In the summer of 2013, the City of Bozeman was faced with two major construction
projects to replace water and sewer lines. Meanwhile, several major private and state
construction projects launched, creating a slew of projects all spanning the same
timeframe. With past construction efforts, there had been very little communication
and outreach to the public, which resulted in calls of complaints from residents over
unexpected closures, detours, and general lack of information. This time, the City
wanted to provide effective communication on the status of these projects to the
public on a weekly basis throughout the construction season.
Action
After meeting with the City team members, The Nest Collective developed an
informative and positive public communication plan that included PR, print ads,
posters, social media posts, web content and radio announcements, all tied together
with a fun, unifying message of Don't Fear The Cone. Mindful that construction
closures would change daily, we planned for media and outreach that could quickly
convey up-to-date information to the public.
We established an online presence where information could be continuously
updated, along with an interactive map created by COB GIS Department showing
all construction projects, detours, project contact information and timeframe of the
project. The City internet/web guidelines did not allow for a separate website, but we
did create a unique url (www.BozemanStreetReport.com) to direct consumers to the
information page on www.Bozeman.net, Additionally, we added a button to the home
page of www.Bozeman.net to take consumers to street report information.
Our reports came in fresh from the field, as City staff and contacts from other
entities, such as Northwestern Energy and Montana Department of Transportation,
emailed updates weekly to our team. We compiled this information into user-friendly
verbiage and shared it across multiple mediums, helping the City team update their
construction map and www.BozemanStreetReport.com page.
We also compiled these updates into a 30-second script, which was broadcasted
by one of our team members on local radio stations at the beginning of each week,
providing current construction information in a personal manner. The spots ran daily,
typically when commuters would be listening to the radio while driving.
Beyond the website and radio spots, we launched a Bozeman Street Report
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Facebook page and a Twitter account, both titled BZNStreetReport. These two social
media portals allowed us to update information daily, or even hourly, as needed.
Working with the City, we established a system for updating information, even during
non-working hours.
The constantly updated online presence was key to this campaign, but more
importantly, the public needed to know that this information was online. To that
end, we designed a general awareness print campaign with a rotation of creative
messages, all leading the public to the website and social media portals.
We also placed online banner ads on local websites with click-thru to the
www.BozemanStreetReport.com web page. To round out the messaging, we hung
posters in the Downtown Bozeman Partnership kiosks and put bumper stickers on
City vehicles.
Results
For the City, success was defined by fewer complaint calls to the City offices
regarding construction and closures. Within a few weeks of the start of the campaign,
calls were greatly reduced and positive comments rolled in from both external and
internal sources. More importantly, our campaign changed public perception of the
City. Before, citizens were frustrated by a lack of communication around projects that
affected their daily lives and routines. Now, the public saw the City as proactively
communicative—instead of being unpleasantly surprised, citizens were kept up to
date via media they were using anyway.
Relying on the newly opened channels, the construction campaign transitioned to
autumn leaf pick up and winter snow removal messaging last fall that ran through the
winter months. This spring, it transitioned back to construction information, utilizing
the same media formats.
Timeline and Budget
The original timeline ran from the end of May through September to coincide with
construction season. With construction season starting earlier than May, we had
some catching up to do, but implemented the campaign and media in early June.
Budgets were originally set at $50,000 for this project and other assignments as
needed. We were able to stretch the dollars through strong media buys and earned
media opportunities for the Bozeman Street Report and made a transition from
construction messaging to winter snow removal, keeping it all under the original
budget. Total spent between June and January for this project was $42,916.06.
Samples begin on following page.
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2.
Client: City of Bozeman — Solid Waste Division, Bozeman, Montana
Contact: Kevin Handelin, Superintendent of Solid Waste
Problem, issue, challenge, opportunity
The City of Bozeman Solid Waste Division planned to implement a new recycling
program, changing their services from weekly pre-sorted recycling to bi-weekly
single-stream recycling. It was imperative that the public understood the changes in
the program and the benefits to the community, so that they would sign up for the
new service and use it properly.
Action
Working with the superintendent of Solid Waste, our team developed an aggressive
media campaign that included PR, earned media outreach, print advertising, and
radio spots, integrated with a memorable message of"Mix It Up". We ensured that
the campaign was ready to run the instant the City Commission approved of the
single-stream recycling program.
Our team developed a variety of collateral to make sure citizens understood the
changes clearly. We put statement stuffers in October utility bills that explained
the new recycling service to all Bozeman residents. Existing recycling customers
received a postcard that directed them on how to transition to the new service. When
the city delivered new recycling totes, we made sure they each came complete with
a hangtag outlining information on the service—nuts and bolts like first pickup day
and a list of what could and could not be recycled. Totes were also affixed with a
permanent, weatherproof sticker indicating what could and could not be recycled, as
well as a second sticker displaying pickup dates throughout the year. To supplement
the schedule sticker, we also sent a postcard to customers with information on their
schedule, giving them something they could post in their homes as a reminder.
Not to forget the online space, we worked with the Solid Waste Division to update
content on www.BozemanSolidWaste.com, ensuring it provided the customer-facing
information. All of the materials we produced directed consumers to this url, which
was created earlier in 2013 as part of a separate Solid Waste outreach campaign.
As we looked for further messaging opportunities, we learned that the City would
pick up all recyclables throughout Bozeman with one dedicated truck. We proposed
that the truck become a moving billboard, wrapped in green (the same color as the
totes and all marketing materials) and decorated with bold, engaging messaging
following the tone of the entire creative campaign. The truck was entered in the
MSU Homecoming parade as Solid Waste staff in campaign-themed t-shirts rolled
recycling totes alongside.
Additionally, we partnered with DBP to create branded recycling containers along
Main Street as well as with MSU to offer recycling at the football games, supplying
signage and advertising.
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Results
Single-stream recycling and the public awareness/outreach campaign began in
October, 2013. In just three months, there were over 320 new account signups,
compared to only 146 total in the previous nine months. In January 2014, there were
83 new accounts and over 41 tons of recyclables. In comparison, January of 2013 saw
only five new accounts and only 19.3 tons of recyclables collected.
Our campaign for single-stream recycling ran from October through December 2013.
Since then, the City has seen a continuous growth and awareness/desire for the
service. With the message "honk if you recycle" emblazoned on the front (and clear
directions for how on the sides), the truck receives many enthusiastic honks as it
makes its rounds around town.
Timeline and Budget
The original timeline for PR and media placement started in September, however, the
city commission did not approve the service until October 2, 2013. All media and
materials were prepared and ready to be mailed, inserted, and live upon approval
so that the public could begin the transition to single-stream recycling or sign up
even the next day after the approval of the program and pricing. We originally set
the media and outreach to run through the end of December 2013. Media opps were
placed for the first part of the year and continue to be placed based on opportunities
in publications such as the MSU Pocket Guide and the Bozeman Chamber Relocation
Guide. The original campaign ran from October through December, but continues to
run when opportunities arise.
The budget was originally set at $26,550 to 35,100, reflecting the initial scope of work
of creative, project management, media placement, PR and outreach, print media,
radio and statement stuffers. As the campaign moved forward, other materials were
added to the scope of work such as postcards, tote hangers and the truck wrap.
Media costs and the statement stuffer, along with the time estimates, came in on
budget for the original scope of work. Additional items pushed the budget beyond
the original amount, but each item was estimated and approved individually before
production.
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3.
Client: City of Bozeman — Public Works Division, Bozeman, Montana
Contact: Craig Woolard, Director of Public Works
Problem, issue, challenge, opportunity
The City of Bozeman developed an Integrated Water Resource Plan (IWRP) that
was approved by the Bozeman City Commission on September 30, 2013. The plan
outlines recommendations that will "best serve the City's growing water supply
needs. Once successfully implemented, these recommendations will ensure
Bozeman maintains an adequate water supply to serve the City's projected water
demands of the next 50 years." The City consulted The Nest Collective as the IWRP
progressed and The Nest, along with PWD, developed an outreach strategy to
educate and engage the community regarding components of the IWRP, as well as
open up a larger conversation regarding water. By elevating community awareness
of the IWRP plan, we saw an opportunity to enable the City to initiate outreach and
education efforts regarding water conservation, the new water treatment plant, and
the Bozeman Municipal Watershed Project with the US Forest Service.
Action
Our team followed the process of finalizing the plan and working with the City
Commission to obtain approval. As questions from the community arose, we found
a pronounced lack of understanding from the public on what the IWRP is and how
it affects them. Through strong PR efforts and connections with local media, we
brought the public up to speed, placing stories and sharing information about IWRP.
To engage the public and media on a higher level, we organized an event through a
program we named the Better Bozeman Project, created by our team as an umbrella
for infrastructure community outreach from the PWD. The event was called WaterFest
and was held on Saturday, October 12th,just shortly after the approval of the IWRP.
To build momentum for the event, we created print media, hosted radio sit-ins, and
earned radio mentions. We also entered a City of Bozeman truck into the MSU
Homecoming parade, turning it into a float with large campaign posters promoting
the event.
WaterFest took place at Bogert Park Pavilion and included speakers and
demonstrations of water-related items. While the weather was not ideal, the
Bozeman City Mayor and involved local residents turned out to learn more about the
area's complex water issues. Thanks to strong PR outreach, local media were eager
to obtain more information, highlighting the event and outreach on evening news
broadcasts and in prime placements in the Bozeman Daily Chronicle.
The story about water resources and conservation didn't stop at the end of WaterFest.
Our team has continued to keep the water conversation alive through communication
with local media and other related programs and relationships. Following up on
citizen questions of"where does our water come from", the new water treatment
plant came on line in March of 2014. Stories about the new plant and anticipation of
seeing the new facility sparked interest from the media, and we didn't hesitate to fan
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the flames. We created and promoted an official ribbon-cutting ceremony, with Mayor
Jeff Krauss cutting the ribbon and saying a few words on July 9, 2014. Montana State
Senators sent representatives to make remarks as well. All three television news
stations, the Bozeman Daily Chronicle and over 60 people attended the event and
were treated to a tour of the new plant.
Currently in the works is the Bozeman Municipal Watershed Communication Plan in
partnership with USFS. The BMW communication plan is a strong partnership with
the US Forest Service, and members of The Nest Collective and PWD have been
meeting regularly with USFS staff to brainstorm components of the plan, and to
develop methods of execution. The communications plan will not only provide a road
map for communication and community engagement regarding the high quality of
Bozeman's drinking water and where it comes from, but also will eventually transition
to logistical information when the thinning and forest management project is actually
underway. This combined, big-picture strategy between COB and USFS is extremely
forward thinking. Additionally, new opportunities for outreach and education with the
community are in the works with the new water conservation specialist, Lain Leoniak,
for the brand-new water conservation program, a component of the IWRP.
As Bozeman lies at the head of the Missouri River Basin, which is a closed basin,
conversations about water in this community will continue to take place. It is
imperative that PWD continues to share information and inspire the community to
engage in the discussion.
Results
Through increased outreach and education regarding all of these water-related
issues, the community has a more knowledgeable grasp on where their water comes
from, the infrastructure the COB invests in to support it, and the tertiary partners and
factors that contribute to a healthy water supply. Thanks to this increased exposure,
conversations such as stormwater utility rate increases and big ticket investments
such as the water treatment plant are now better understood and accepted.
Additionally, more proactive, grassroots outreach efforts such as WaterFest position
the PWD as a welcoming entity that encourages and seeks out engagement with the
community it serves.
Timeline and Budget
The original timeline for this project began in July as the IWRP presentation was
developed and was in full steam in September and October 2013 as WaterFest
plans were underway. As more opportunities for furthering the discussion arose, we
kept the conversation open, capitalizing on every event, question and situation to
keep communications proactive and positive. Engaging the public has been crucial,
and it will be an ongoing project as IWRP continues to be implemented and key
components (such as the water conservation program and the Bozeman Municipal
Watershed Project) roll out.
While we did not have a formal budget for IWRP, we worked closely with PWD to
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develop workable budgets for each component. As our campaign was based on
responding to conversational opportunities on a case-by-case basis, we remained
nimble and practical as a la carte projects arose, tackling them each efficiently.
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ADDITIONAL INFORMATION:Submit any other additional information which would
assist the COB in the evaluation of the proposal. The COB reserves the right to make
any investigation and solicit additional information or submittals as it deems necessary
to determine the ability of any Consultant to perform the Scope of Services stated within
this Request for Proposal.
We hope you all had a snack, a cup of coffee and slipped off your shoes for these
long RFP reads! Thank you for your attention and consideration. As a collective, we
are all long-time Bozeman residents and pleased to have enjoyed the opportunity to
work with our city government for the last year and a half. We hope to continue that
relationship in the future. We feel very blessed to be able to live, work and raise our
families in Bozeman.
We strove to provide as much pertinent information as possible regarding the
questions asked within the RFP. Due to confidentiality clauses and the political nature
of much of Becky Edwards' work, some examples of large-scale communication
plans she has developed and executed are confidential in nature due to their political
relevancy. While she is unable to divulge information regarding this work in a public
document, she would be happy to have a confidential conversation with the scoring
committee and pass along the nuts and bolts of these projects.
Thank you for your understanding. Please let us know if we can provide any
additional information or answer any questions. We would be happy to do so.
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ATTACHMENT A: NON-DISCRIMINATION AFFIRMATION FORM
L LL [name of entity proposing] hereby affirms it will not
discriminate on the basis of race,color, religion,creed,sex,age, marital status, national origin,or because of
actual or perceived sexual orientation,gender identity,or disability in the performance of work performed for
the City of Bozeman,if a contract is awarded to it, and also recognizes the eventual contract, if awarded,will
contain a provision prohibiting discrimination as described above and that this prohibition shall apply to the
lC 1 hiring and treatment of the e� 1� 'ku=hl-,�l j-1_C, [name of entity proposing]employees
and to all subcontracts it enters into in the performance of the agreement with the City of Bozeman.
Signature of Consultant:
Person authorized to sign on behal of the proposer
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