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HomeMy WebLinkAbout2011-274 Co. Mgr. - Sheer Associates, Inc. for 1/4 cent Sales Tax Public Education Campaign 2011 [Departmental Use Only] TITLE 114 Cent Sales Tax FY 11-12 NORTH CAROLINA SERVICES AGREEMENT UNDER$90,000.00 ORANGE COUNTY This Services Agreement (herinafter "Agreement"), made and entered into this 4 day of August, 2011, ("Effective Date") by and between Orange County, North Carolina a body politic and corporate of the State of North Carolina (hereinafter, the "County") and Sheer Associates, Inc., (hereinafter, the "Provider"). WITNESSETH: That the County and Provider, for the consideration herein named, do hereby agree as follows: 1. Services a. Scope of Work. i) This Agreement is for services to be rendered by Provider to County with respect to (insert type of project): Quarter Cent Sales Tax Public Education Campaign 2011 ii) By executing this Agreement, the Provider represents and agrees that Provider is qualified to perform and fully capable of performing and providing the services required or necessary under this Agreement in a fully competent, professional and timely manner. iii) Time is of the essence with respect to this Agreement. iv) The services to be performed under this Agreement consist of Basic Services, as described and designated in Section 3 hereof. Compensation to the Provider for Basic Services under this Agreement shall be as set forth herein. 2. Responsibilities of the Provider a. Services to be provided. The Provider shall provide the County with all services required in Section 3 to satisfactorily complete the Project within the time limitations set forth herein and in accordance with the highest professional standards. b. Standard of Care. i) The Provider shall exercise reasonable care and diligence in performing services under this Agreement in accordance with the highest generally accepted standards of this type of Provider practice throughout the United States and in accordance with applicable federal, state and local laws and regulations applicable to the performance of these services. Provider is solely responsible for the professional Revised July 2010 1 quality, accuracy and timely completion and/or submission of all work related to the Basic Services. ii) Provider shall be responsible for all errors or omissions, in the performance of the Agreement. Provider shall correct any and all errors, omissions, discrepancies, ambiguities, mistakes or conflicts at no additional cost to the County. iii) The Provider shall not, except as otherwise provided for in this Agreement, subcontract the performance of any work under this Agreement without prior written permission of the County. No permission for subcontracting shall create, between the County and the subcontractor, any contract or any other relationship. iv) Provider is an independent contractor of County. Any and all employees of the Provider engaged by the Provider in the performance of any work or services required of the Provider under this Agreement, shall be considered employees or agents of the Provider only and not of the County, and any and all claims that may or might arise under any workers compensation or other law or contract on behalf of said employees while so engaged shall be the sole obligation and responsibility of the Provider. v) Provider agrees that Provider, its employees, agents and its subcontractors, if any, shall be required to comply with all federal, state and local antidiscrimination laws, regulations and policies that relate to the performance of Provider's services under this Agreement. vi) If activities related to the performance of this Agreement require specific licenses, certifications, or related credentials Provider represents that it and/or its employees, agents and subcontractors engaged in such activities possess such licenses, certifications, or credentials and that such licenses certifications, or credentials are current, active, and not in a state of suspension or revocation. 3. Basic Services a. Basic Services. The Services to be rendered pursuant to this Agreement are as follows (fully describe services to be provided): See Attachment - Project Proposal Submitted August 1, 2011: Voter Education Campaign Relating to the .25 % Sales Tax in the November 8, 2011 Election 4. Duration of Services a. Term. The term of this Agreement shall be from August 8,2011 to November 8, 2011. b. Scheduling of Services. i) The Provider shall schedule and perform his activities in a timely manner. ii) Should the County determine that the Provider is behind schedule, it may require the Provider to expedite and accelerate his efforts, including providing additional resources and working overtime, as necessary, to perform his services in accordance with the approved project schedule at no additional cost to the County. Revised July 2010 2 iii) The Commencement Date for the Provider's Basic Services shall be August S, 2011. 5. Compensation a. Compensation for Basic Services. Compensation for Basic Services shall include all compensation due the Provider from the County for all services under this Agreement except for any authorized Reimbursable Expenses which are defined herein. The maximum amount payable for Basic Services shall not exceed Fifty Thousand Dollars ($50,000). Payment for Basic Services shall become due and payable within thirty (30) days of Provider properly invoicing County. Payment shall be subject to provisions of Section 5(b). b. Disputes. In the event the amount stated on an invoice is disputed by the County, the County may withhold payment of all or a portion of the amount stated on an invoice until the parties resolve the dispute. Should Provider fail to perform its duties under the terms of this Agreement, County may, without fault or penalty, withhold any payment associated with the work to be performed until such time as said work is completed. c. Additional Services. County shall not be responsible for costs related to any services in addition to the Basic Services performed by Provider unless County requests such additional services in writing and such additional services are evidenced by a written amendment to this Agreement. 6. Responsibilities of the County a. Cooperation and Coordination. The County has designated (Gwendolyn Harvey, Assistant County Manager) to act as the County's representative with respect to the Project and shall have the authority to render decisions within guidelines established by the County Manager and/or the County Board of Commissioners and shall be available during working hours as often as may be reasonably required to render decisions and to furnish information. 7. Insurance a. General Requirements. The Provider shall purchase and maintain and shall cause each of his subcontractors to purchase and maintain, during the period of performance of this Agreement: i) Worker's Compensation Insurance for protection from claims under workers' or workmen's compensation acts; ii) Comprehensive General Liability Insurance covering claims arising out of or relating to bodily injury, including bodily injury, sickness, disease or death of any of the Provider's employees or any other person and to real and personal property including loss of use resulting thereof; Revised July 2010 3 iii) Comprehensive Automobile Liability Insurance, including hired and non-owned vehicles, if any, covering personal injury or death, and property damage; and iv) Professional Liability Insurance, covering personal injury, bodily injury and property damage and claims arising out of or related to the performance under this Agreement by the Provider or his agents, Providers and employees. b. Insurance Rating. The minimum insurance rating for any company insuring the Provider shall be Best's A. If the Provider does not meet the insurance requirements, the County's Risk Manager must be consulted prior to finalizing this Agreement. C. Limits of Coverage. Minimum limits of insurance coverage shall be as follows: INSURANCE DESCRIPTION MINIMUM REQUIRED COVERAGE • Worker's Compensation Limits for Coverage A - Statutory State of N.C. Coverage B - Employers Liability $500,000 each accident and policy limit and disease each employee • Commercial General Liability $1,000,000 Each Occurrence; $2,000,000 Aggregate. • Automobile Liability Combined Single Limit$500,000 • Professional Liability NOTE: Insert coverage limits required by Risk Manager if applicable_ $2,000,000 d. Additional Insured. All insurance policies (with the exception of Worker's Compensation and Professional Liability) required under this Agreement shall name the County as an additional insured party. Evidence of such insurance shall be furnished to the County, together with evidence that each policy provides the County with not less than thirty (30) days prior written notice of any cancellation, non-renewal or reduction of coverage. 8. Indemnity a. Indemnity. The Provider agrees to defend, indemnify and hold harmless the County from all loss, liability, claims or expense, including attorney's fees, arising out of or related to the Project and arising from bodily injury including death or property damage to any person or persons caused in whole or in part by the negligence or misconduct of the Provider except to the extent same are caused by the negligence or willful misconduct of the County. It is the intent of this provision to require the Provider to indemnify the County to the fullest extent permitted under North Carolina law. 9. Amendments to the Agreement a. Changes in Basic Services. Changes in the Basic Services and entitlement to additional compensation or a change in duration of this Agreement shall be made by a written Amendment to this Agreement executed by the County and the Provider. The Provider Revised July 2010 4 shall proceed to perform the Services required by the Amendment only after receiving a fully executed Amendment from the County. 10. Termination a. Termination for Convenience of the County. This Agreement may be terminated without cause by the County and for its convenience upon seven (7) days' prior written notice to the Provider. b. Other Termination. The Provider may terminate this Agreement based upon the County's material breach of this Agreement; provided, the County has not taken all reasonable actions to remedy the breach. The Provider shall give the County seven (7) days' prior written notice of its intent to terminate this Agreement for cause. c. Compensation After Termination. i) In the event of termination, the Provider shall be paid that portion of the fees and expenses that it has earned to the date of termination, less any costs or expenses incurred or anticipated to be incurred by the County due to errors or omissions of the Provider. ii) Should this Agreement be terminated, the Provider shall deliver to the County within seven (7) days, at no additional cost, all deliverables including any electronic data or files relating to the Project. d. Waiver. The payment of any sums by the County under this Agreement or the failure of the County to require compliance by the Provider with any provisions of this Agreement or the waiver by the County of any breach of this Agreement shall not constitute a waiver of any claim for damages by the County for any breach of this Agreement or a waiver of any other required compliance with this Agreement. 11. Additional Provisions a. Limitation and Assignment. The County and the Provider each bind themselves, their successors, assigns and legal representatives to the terms of this Agreement. Neither the County nor the Provider shall assign or transfer its interest in this Agreement without the written consent of the other. b. Governing Law. This Agreement and the duties, responsibilities, obligations and rights of respective parties hereunder shall be governed by the laws of the State of North Carolina. c. Dispute Resolution. Any and all suits or actions to enforce, interpret or seek damages with respect to any provision of, or the performance or non-performance of, this Agreement shall be brought in the General Court of Justice of North Carolina sitting in Orange County, North Carolina. It is agreed by the parties that no other court shall have jurisdiction or venue with respect to such suits or actions. The Parties may agree to nonbinding mediation of any dispute prior to the bringing of such suit or action. Revised July 2010 5 d. Entire Agreement. This Agreement represents the entire and integrated agreement between the County and the Provider and supersedes all prior negotiations, representations or agreements, either written or oral. This Agreement may be amended only by written instrument signed by both parties. Modifications may be evidenced by facsimile signatures. e. Severability. If any provision of this Agreement is held as a matter of law to be unenforceable, the remainder of this Agreement shall be valid and binding upon the Parties. f. Ownership of Work Product. Should Provider's performance of this Agreement generate documents, items or things that are specific to this Project such documents, items or things shall become the property of the County and may be used on any other project without additional compensation to the Provider. The use of the documents, items or things by the County or by any person or entity for any purpose other than the Project as set forth in this Agreement shall be at the full risk of the County. g. Non-Appropriation. Provider acknowledges that County is a governmental entity, and the validity of this Agreement is based upon the availability of public funding under the authority of its statutory mandate. In the event that public funds are unavailable and not appropriated for the performance of County's obligations under this Agreement, then this Agreement shall automatically expire without penalty to County immediately upon written notice to Provider of the unavailability and non-appropriation of public funds. It is expressly agreed that County shall not activate this non-appropriation provision for its convenience or to circumvent the requirements of this Agreement, but only as an emergency fiscal measure during a substantial fiscal crisis. In the event of a change in the County's statutory authority, mandate and/or mandated functions, by state and/or federal legislative or regulatory action, which adversely affects County's authority to continue its obligations under this Agreement, then this Agreement shall automatically terminate without penalty to County upon written notice to Provider of such limitation or change in County's legal authority. h. Notices. Any notice required by this Agreement shall be in writing and delivered by certified or registered mail, return receipt requested to the following: Orange County Provider's Name Attention:Gwendolyn Harvey Sheer Associates,. Inc. P.O. Box 8181 202 Presque Isle Lane Hillsborough,NC 27278 Chapel Hill,NC 27514 IN WITNESS WHEREOF, the Parties, by and through their authorized agents, have hereunder set their hands and seal, all as of the day and year first above written. ORANGE COUNTY: PROVIDER: Revised July 2010 6 By: By: CV� Fran I , Co ty nager . .Sheet Printed Name and Title This instrument has n p oved as to technical content. Frank Cli n, ou a er, De t Director This inst has been pre-audited i manner required by the Local Government Budget and Fiscal Control Act. dov,� A Aw- Office of the Finance Director This instrument has been approved as to form and legal sufficiency. Office of fCo"uh'iy Attorney Revised July 2010 7 J ASSOCIATES Orange County Gwen Harvey, Assistant County Manager Date of Submission August 1, 2011 Primary Contact for any Follow-up questions Joel Sheer Sheer Associates, Inc. 202 Presque Isle Lane Chapel Hill, NC 27514 Telephone: 919-401-4568 ext. 1081 jsheer@sheermarketing.com i ASSOCIATES Gwen Harvey Assistant County Manager Orange County 200 South Cameron Street Hillsborough, NC 27278 Dear Gwen, Thank you for this opportunity to submit a proposal for a voter educational campaign relating to the .25% sales tax in the upcoming November elections. I appreciate the background information provided in our meeting in Hillsborough on July 28`h It appears our services are a good match with your needs. I will remain available to answer any questions that may arise and furnish any additional information that may be required. Sheer Associates began operations in 1979. As a marketing communications firm, we specialize in developing the tools and strategies required for an organization to successfully communicate their marketing message. With our years of experience, we have learned that strategic planning, creativity and implementation determine the success of all organizational communications. Our agency is evaluated on the quality of each marketing tool and program we create: its design, its cost effectiveness, and the success of its implementation. This philosophy helps define the quality of our work and our commitment to our client's mission. We believe in working in partnership with our clients, understanding their environment and their language. Our clients stay involved and have a complete understanding of the development of their projects: its concept, creative design,production and cost. We are pleased to be considered for this project, and we would be thrilled to put our creative talents to work for you. Sincerely, Joel M. Sheer, President 9 T�� CIATES Qualifications Sheer Associates is going on its 32nd year of operation. Founded in 1979, our success has been achieved through the marketing and design services that we have provided to our numerous clients, which has afforded us with our extensive experience that we bring to any new challenge. To assist our clients in their communications Sheer Associates specializes in developing marketing tactics and materials from beginning concept to finished implementation. Simply put, we help organizations reach their communication goals. Utilizing print literature, direct marketing, advertising, public relations, video and audio production, social marketing, web design and electronic marketing, we put special emphasis on branding and identity building through strategic planning and graphic design. In terms of our process, we always start with what we know. The first process for strategic communications is to get input from the organization. Organizations, when properly directed, can discuss and develop ideas, which often result in better and more targeted concepts. We would utilize your input and match it up with our experience, talents, and any available research. Our experience has taught us that visual marketing expressions should never be confusing or compromising in their delivery. They must simply communicate and be re-enforceable and retainable over time. They should serve as an essential tool in building overall public understanding through expression. Message development integration can proceed aggressively as soon as the initial planning sessions are concluded. Joel Sheer would take the lead in integrating the message through expression. The core message needs to be concise and memorable in its expression, and unified in its delivery. This message must be clearly understood, re-enforceable over time, allow for targeted expressions and operate as a catalyst to the organization's long-term goals. Once the planning and message development integration are considered, Joel Sheer will work to develop and produce any appropriate collateral. As a marketing communications company, this is our specialty. All expressions will be graphically and thematically unified, planned and timed to achieve maximum public exposure and understanding. Sheer Associates would seek to develop a "hand and glove" relationship with your internal talents and capabilities. Our best assets are our talented employees and extensive experience. The company's principals, Joel Sheer and John Gonet, have worked together for the last thirty of the company's thirty-two years. Together they have successfully completed over 12,500 marketing assignments as Sheer Associates, Inc. ASSOCIATES We are a small agency by design, with extensive talent, experience and commitment to servicing our clients. Clients don't get lost or assigned to junior talent when we agree to take on their work. We believe our recognition is demonstrated most clearly by our success at developing communication programs and campaigns that work. Industry recognition ranges from numerous national pant advertising awards, web development awards, and even a Grammy Award for graphically positioning musical presentations. Our clients are listed at the end of this document. Examples of Sheer Associates' creative marketing successes include: • A Southern Season - Sheer began their association with this client in 1981 when they were a small retail store with a handful of employees. In order to help position A Southern Season, Sheer developed the logo (still in use), packaging designs (still in use), catalogs and a new direct mail initiative. In addition, Sheer consulted on the development of a central customer database that allowed direct marketing opportunities to flourish. Today, A Southern Season has several hundred employees and has grown into one of the largest direct mail gourmet food stores in the country. • Carolina Meadows - Sheer has worked with Carolina Meadows since 1987 and has successfully completed over 400 communication projects for this Continuing Care Retirement Community. Initially, they were struggling to make ends meet, having located in a remote area of North Carolina. Sheer helped with the development and implementation of a marketing strategy that transformed the community into one of the leading retirement communities in the nation. In fact, Senior Living has consistently listed Carolina Meadows as one of the top five retirement communities in the United States. Sheer's contribution was recognized by the Mature Media awards as "The best in advertising, marketing and educational materials for older adults." In addition, Sheer Associates won multiple national awards from Mature Media and the National Association of Area Agencies on Aging. • Chapel Hill/Orange County Travel 8t Tourism - Sheer has worked with the Chapel Hill/Orange County Visitors Bureau for fourteen years, was named agency of record in 1996, and served through multiple contract renewals. Sheer produced nearly all the expressions of Orange County's travel and meeting planning materials. These include videos, trade shows, advertising, brochures, direct mailers, website development, and special event ASSOCIATES planning. The bureau continues to provide a valuable investment for its citizens. Their website was initially designed and engineered by Sheer Associates and it won first place in the state for travel and tourism. • Child Welfare Institute - CWI started in 1984 when a gifted UNC professor, Dr. Thomas Morton, became frustrated with the ineffectiveness of many child welfare systems throughout the country. Having an academic background, he approached Sheer Associates to determine if an independent child welfare institute could successfully survive and what tools and expressions would be required to ensure its success. Through our exploration, it became clear that this was an important assignment. CWI was needed because state and local government agencies, as well as private child welfare agencies, face monumental challenges in administering systems that assure safety, permanence and well-being for children. CWI quickly grew and moved to Atlanta, Georgia and became the nation's leading provider of child welfare training and organizational development, which they offer to state, local and private agencies throughout the United States and Canada. Sheer Associates developed, consulted and produced the central identity for CWI including its corporate, promotional and training materials. CWI recently was purchased by Kid's Hope United. Sheer Associates is proud to be a continual part of this organization's overall success because they do so much good for children. Educational Foundation a.k.a. Ram's Club - Sheer has worked with the Educational Foundation for the University of North Carolina since 1994 and has successfully completed over 90 separate projects and campaigns. These include promotional materials to achieve fund- raising for the Kenan Stadium expansion, women's field hockey stadium, women's softball stadium, new soccer facility, and the new Finley Golf Course. In addition, Sheer has helped with membership retention and expansion through planning, advertising, collateral development and direct marketing. The Educational Foundation enjoys the distinction of being one of the most successful fund-raising university foundations in the United States. Home Health Agency/Foundation - When Joel Sheer was appointed to the Board of Directors in 1995, the Home Health Agency had over 430 employees. The entire home health industry was in a time of rapid change, mainly due to Medicare realignments. This agency was no different and was in a serious financial predicament. Today, Joel SASSOCIATES Sheer is the Director of what has now evolved into the Home Health Foundation. This Foundation donates continuously to worthy causes that meet the original mission of the organization. As Director, Joel Sheer oversees the philanthropic activities of the foundation and has established, through an endowment, its ability to be a permanent part of our local health care community forever. With Sheer's assistance the agency has: • Successfully met all of its financial obligations • Negotiated the sale of the agency in 1998 with agreement to retain all employees • Sold real estate and other tangible assets • Formed a non-profit foundation in 1998, whose purpose was to promote and continue the original mission of the organization. • Jacksonville/Onslow County, NC (Government) - "Only in Onslow" Campaign (still in use). Sheer Associates was selected from fourteen agencies to help identify ways of creating economic development in Jacksonville, NC and Onslow County. A committee of 100 was formed, funding was achieved and the campaign rolled out successfully. Sheer was successful in bringing Onslow County, Jacksonville, and Camp Lejeune together in cooperative efforts. • U.S. State Department (Government) - Sheer Associates developed a program to communicate furnishing options to over 400 consulates and embassies worldwide. Working with Drexel Furniture Company, Sheer developed communications whose expressions include catalogues, multimedia production and website development. This program was developed over fourteen.years ago and continues to be used by the U.S. State Department and the Governmental Services Administration (GSA) worldwide. WUNC-FM (Non-Profit) - For fourteen years Sheer has consulted, designed and managed WUNC-FM's direct mail fund-raising efforts. WUNC-FM enjoys being one of the best listener supported public radio stations in the country. When Sheer began its affiliation, there was one letter that was used to a few thousand listeners. Today, Sheer distributes 28 targeted direct mailers throughout the year to over 250,000 recipients. Additionally, Sheer consults and helps direct an ongoing corporate underwriting program, which includes the production of their corporate underwriting collateral package. This has helped WUNC-FM establish their media presence as they expand throughout central and eastern North Carolina. ASSOCIATES The Work Plan Sheer Associates, Inc. proposes our talents in response to Orange County's request for services. Sheer Associates specializes in marketing communications. As previously stated, the company has implemented more than 12,500 projects and campaigns in our 32 years, building awareness on behalf of government, non-profit and for-profit clients. Joel Sheer, the company President, would serve as the chief facilitator and contact for all aspects of this project. What follows is a list of our services, bios of our creative team, a list of our clients, and a preliminary action plan. Thank you again for this opportunity to submit our background information and for your consideration of entering a working relationship with our firm. If you need any additional information, please do not hesitate to ask. Sincerely, Joel M. Sheer, President ASSOCIATES Our Services Art Direction Broadcast/Video Production Concept Development Consultation Et Strategic Planning Copyediting Copywriting Electronic Marketing Focus Groups/Market Research Graphic Design Photography and Illustration Media Buying Media Research Et Planning Photo Supervision Print Management Public Relations Social Marketing Trade Show and Display Production Web Site Design Et Development ASSOCIATES Creative Team Bio's Joel Sheer is the founder and president of Sheer Associates, Inc. located in Chapel Hill. After earning degrees in Political Science and later, Philosophy, he studied law before entering the Peace Corps/Vista program. At the end of his service, Sheer became Sales Manager for a large commercial printing company in Virginia, and then moved to North Carolina as Vice-President of the Design Group before forming Sheer Associates, Inc. in 1979. In the last thirty-two years, Sheer has successfully managed over 12,500 marketing projects for clients across many industries, products and services. He also serves as Director of the Home Health Foundation, was an Advisory Board Member of the Small Business and Technology Development Center for the University of North Carolina, and an Executive Board Member for the Chapel Hill/Carrboro Chamber of Commerce where he also chaired the marketing and communications committee. He currently serves on the Triangle Community Foundation's Board of Directors, their Executive Committee, Chair of their Marketing Communications Committee and now in charge of crafting a new five year strategic plan. His numerous awards range from National PICA Awards for print and a Grammy Award working with Doc Watson for musical presentation. John Streszoff is the Director of Client Services. He graduated from Flagler College in St. Augustine, FL in 2000 earning degrees in Sport Management and Business Administration. Upon moving to Chapel Hill, he worked for the Durham Herald-Sun as an advertising sales representative for 2 years. He was hired at Sheer in July 2002. John manages the tactical aspects of each project and acts as the chief point of contact for our clients once we have established the best way to implement our clients' needs. John Gonet is the Art Director for Sheer Associates. He attended Ringling School of Art and successfully operated his own business, Image Makers. John has worked with Sheer Associates since 1981 and now serves as our full-time Art Director. Today, he oversees all graphic design projects from start to finish. Melanie Raskin is our copywriter and videographer. Melanie has been writing and producing media since 1977. She began her career in broadcast journalism as a radio News Director who also wrote commercial copy. She joined Sheer Associates' creative team in 1988. Melanie has worked on hundreds of projects and taught video production and writing workshops for years. She is the past president of the IABC (International Association of Business Communications) and chairs The Silver Reel Awards for video excellence. Her philosophy is "good attitudes make good presentations." ASSOCIATES Our Clients Sheer Associates' wide variety of marketing communication clients have included: A Southern Season* Kenan Transport* Advanced Direct* Kovens Construction Company* Advanced Energy Corporation* Kroy Building Products* AgRenaissance Software LLC* Lasata Wines* Alliance for Historic Hillsborough* Lifestyle Contract Furnishings* Anthony Et Co.* McKim Et Creed* Apogee Medical, Inc.* MCNC* Apollo Chemical Corporation* Med Tec, Inc.* Barnhill Contracting Group* MM Fowler, Inc./Family Fare* Bayer Cropscience* National Technology Group* Becton-Dickinson Medical Research* NC Academy of Family Physicians* Blue Cross Blue Shield* North Carolina State University* Burt's Bees* Organon Teknica* Capkov Ventures* PlayMakers Repertory Theatre* Carolina Meadows* Plum Spring Clinic* Carolina Financial, Inc.* Presidium Retirement Advisers, Inc.* Carolina Ophthalmology* Quintiles Transnational Corporation* Caswell Council for the Arts* Resolute Building Company* Center For Women's Health Research* Rhone-Poulenc Ag Company* Chapel Hill Chamber of Commerce* Siena Hotel* Chapel Hill Museum* Simply Delicious* Chapel Hill Public Library* Smith-Breeden Associates* Chapel Hill/Orange County Visitors Bureau* Southern Assisted Living* Chapel Hill Tire Car Care Center* Stovall Life Science* Child Welfare Institute* Tenax* CNS Software* The Bicycle Chain* Computer Service Partners* The Home Team* Croasdaile Country Club* Tony Hall Et Associates* Croscill Royal Home Fashions* Trion Corporation* Danville Chamber of Commerce* UNC Educational Foundation* Doe Et Ingalls* UNC General Alumni Association* Drexel Hertiage UNC Hospitals* Duke Athletic Products UNC School of Public Health* EnSolve Biosystems, Inc.* Univ. of North Carolina at Chapel Hill* Environmental Aspects, Inc.* USAT* Ericsson GE* Varian* Fearrington Village* Visiting International Faculty Program* Granville Towers* Whitehall Antiques* Hickory Leather Company* West Financial Strategies* Hill, Chesson Et Woody* WUNC Public Radio* Jacksonville/Onslow Co. Chamber* ...and numerous others Keeps Corporation* Kenan-Flagler School of Business* *Denotes multiple projects ASSOCIATES Suggested Preliminary Action Plan Total Budget not to exceed $50,000 These suggestions are preliminary, and there should be additional discussions before I fully recommend the following approach. This process includes the services and timelines that we will likely suggest if we are awarded this contract. This information is intended to provide a more thorough understanding of our approach and process to demonstrate that we are knowledgeable and capable of successfully executing this campaign to the citizens of Orange County. PHASE 1: Research and Communication Plan Strategic Planning and communication plan development. This will include reviewing any available research and the voting records of our failed referendum in November 2010. Additionally there have been 78 counties who have put this consideration in front of their voters since 2007. Of these only 19 were approved with 59 failing to receive approval. There could be some useful lessons from these initiatives that can help direct our communications. Our research will help frame the communications and the county wide strategic approach. This strategic communication plan will include an identification and breakdown of the various target markets, the message(s) required to achieve our results, the best channel needed to deliver this message and finally the timing and frequency of this message. (Audience, Message, Channel and Frequency) PHASE 2: Creative Communication Development Once the plan is written and approved we will focus on the creative development of our messaging. The knowledge of our specific audiences and the messages required as outlined in phase one will help guide our considerations. Additionally and coupled with our experience, the communication channel as outlined in phase one will help determine the tone, style and emphasis of the campaign's content and its creative expression. PHASE 3: Creative Execution This is the final step to ensure the communication plan is executed as intended. This phase will include the logistics and creative materials required for each of our target audiences to adequately understand the value of the .25% sales tax initiative. Media contracts, finalizing and facilitating communication opportunities and ongoing monitoring will all be included in this final phase. SASSOCIATES Media Outlets and Collateral Expressions to Consider: Consideration will be given to the following media outlets for publicity and potential advertising together with the additional collateral expressions that may be required to ensure the success of our communication plan. These media outlets may likely include: • News of Orange/Northern Orange County • Daily Tar Heel • Carrboro Citizen • Chapel Hill News • Chapel Hill Observer • WCHL Radio • WUNC North Carolina Public Radio Southern Neighbor and The Chapel Hill Magazine are not on this list for specific purposes. Southern Neighbor publishes monthly and the Chapel Hill Magazine publishes every other month. As a result these publications will have less impact and opportunities for our communications. They will be approached to include editorial content and publishers' expressions to aid with our communications. AWWOMP ASSOCIATES Planned Activities Et Timelines August-November, 2011 - Budget $50,000.00 Action August August Sept. Sept. Sept. Sept. Oct. Oct. Oct. Oct. Nov. Nov. 8th 26th 9th 16th 23rd 30th 7th 14th 21st 28th 4th 8th Contract awarded and job begins Research Communication Plan Contact Database Development Media Contact List Database Development Community engagement opportunities list&goals, contacts and speaking engagements Media Planning Creative Communication Development-Copy Creative Communication Development-Design Execution Election Day Sheer Associates is a business with impressive experiences and an extensive set of skills. Our firm can give you the priority treatment you deserve, and the professional design and development you need. If there are any aspects of this project that have not been addressed in this preliminary proposal, please let us know. We are excited about the opportunity to work on this .25% sales tax educational initiative due to its challenges and the importance. Proper positioning at this stage is critical to long-term success. Since we are asking the marketplace to respond to our efforts, it is essential to choose a firm who is as strong in delivery as they are in concept formulation. Sheer Associates brings that talent to this proposal. Thank you for your consideration. We look forward to putting our talents to work for you. -End-