Loading...
HomeMy WebLinkAboutAgenda - 03-18-2008-6bORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: March 18, 2008 Action Agen a . Item No. -~j SUBJECT: Media Consultant for Land Transfer Tax Voter Information Effort DEPARTMENT: County Manager/Budget/ PUBLIC HEARING: (YIN) No Purchasing ATTACHMENT(S): INFORMATION CONTACT: 3/10/08 Request for Proposals (RFP) Laura Blackmon or Rod Visser, Recommended proposal and relafed 919-245-2300 documents to be provided under Donna Coffey, 919-245-2151 separate cover on 3/18/08 Pam Jones, 919-245-2650 PURPOSE: To consider approving a proposal for media consulting services to .assist with the County's planned effort to inform voters about the purposes for, and implications of, the land transfer tax measure that the Orange County Commissioners have placed on the May 6, 2008 ballot. BACKGROUND: At the February 19, 2008 regular meeting, the Board of Commissioners adopted a resolution calling an advisory referendum for May 6, 2008 on the question of whether to levy a land transfer tax. This tax of four-tenths percent (.4%) on eligible real property transactions was provided for in the 2007 Session Laws enacted by the North Carolina General Assembly as a local revenue option available to county governments. The land transfer tax would be implemented only if approved by Orange County voters and subsequently levied (following a 10-day public notice period) by the Board of Commissioners. At the March 6, 2008 regular meeting, the Board reviewed and discussed several proposals for a land transfer tax referendum informational effort, including potential budgets. The Board directed the Manager and staff to solicit proposals from prospective media consultants to conduct voter information efforts at two potential spending levels: 1) up to $75,000; and 2) up to $100,000. Staff prepared and distributed the attached Request for Proposals (RFP) on March 10, 2008 to an initial list of 19 firms. Because of the compressed timeframe available to conduct a voter information effort ahead of the May 6 referendum, responses to the County's RFP for media consulting services were due at noon on Monday, March 17. The Manager and staff plan to evaluate the responses from prospective consultants and bring a recommendation back for the Board's consideration at this March 18 meeting. Staff will prepare an agreement between the County and the selected consultant that reflects the elements of the selected proposal approved by the Board and that fits within the project budget approved by the Board of Commissioners at this March 18 meeting. 2 FINANCIAL IMPACT: The Board decided at its March 6, 2008 regular meeting that it would consider spending up to $100,000 from the unappropriated fund balance in the .County's General Fund to carry out the voter information effort ultimately selected by the Board. County Budget staff will execute an amendment to the County's FY 2007-08 Budget Ordinance that appropriates from fund balance to the Governing and Management function of the General Fund the amount approved by the Board for this voter education effort. RECOMMENDATION(S): The Manager recommends that the Board: 1. review and discuss the recommended proposal for media consulting services related to the land transfer tax voter education effort; 2. direct the Manager to prepare an agreement -subject to final review by staff and the County Attorney -between the County and the selected consultant that includes the elements of the proposal approved by the BOCC; 3. authorize the Chair to sign the resulting agreement; and 4. direct staff to amend the County's FY 2007-08 Budget Ordinance to appropriate the amount approved by the Board for this voter education effort from fund balance to the Governing and Management function of the General Fund. eoat+tp °/ e 6~O ~ °o II ra 52 as rA s °~~b Eeso~~o RFP 5140 Media Consultant for Land Transfer Tax Voter Information Effort March 10, 2008 BACKGROUND Orange County is soliciting proposals from qualified media and communications consulting firms to design and execute a voter education effort related to an advisory referendum on levying a land transfer tax that has been placed on the May 6, 2008 ballot. The Orange County Board of Commissioners made the decision on February 19, 2008 to hold this referendum after considering local revenue options made available to North Carolina county governments in 2007 by the North Carolina General Assembly. Boards of County Commissioners were given the option of placing a land transfer tax of up to .4 percent, a local option sales tax of .25 percent, or both on the ballot; or of choosing none of these options. County Boards may implement one tax or the other, but not both, and only if the voters approve the revenue option during an advisory referendum. The Orange County Board of Commissioners have indicated their intention to use the proceeds from a land transfer tax to address unfunded or underfunded school and park capital projects. The work involved is explicitly intended to inform potential voters about the mechanics and implications of a land transfer tax. It is explicitly not intended to advocate either for or against passage of the advisory referendum. The goal is to provide accurate, factual information to the broadest possible number of Orange County voters in acost-effective manner that will permit them to make an informed choice on May 6, regardless of whether they vote "yes" or "no". The Board of County Commissioners have appointed a focal Revenue Options Education Advisory Committee comprised of 17 citizens representing various community constituencies to assist the Board and staff in conducting the voter education effort. SCOPE OF WORK The firm will be responsible for designing and carrying out a detailed, timely, and thorough voter information effort related to the land transfer tax. The work will be carried out during the period March 19 -May 6, 2008 and will include regular coordination with the County Manager and/or her designated representative(s). Work will be consistent with the elements of the information effort proposed by the consultant and approved by the Orange County Board of Commissioners, within the overall project budget established by the Board of Commissioners. Responsibilities of the successful proposer will include, but not be limited to: • coordinate a voter education program regarding the May 6 advisory referendum on the .4 percent land transfer tax on behalf of the County • select and/or advise the County on the different kinds of advertising and communication to use to inform voters • develop the concept and design of advertising, web design, and other communications materials • produce, or arrange for the production of, advertising and other voter educational materials in a finished and usable form for the media being employed • place, or arrange for the placement of, planned advertising on radio or television stations or in newspapers, magazines or other media through the firm's purchase of the time or space in the media to display the advertising • deliver, or arrange for the delivery of, planned hard copy or electronic informational materials to registered Orange County voters • meet or othenrvise coordinate with the County Manager and/or her designee(s) on a basis deemed mutually agreeable by the County and the firm PROPOSAL SUBMITTAL FORMAT Submit two hard copies of your proposal double sided and on recycled paper and one in electronic (PDF) format to dcannellCa?co.orange.nc.us no later than 12:OOpm on Monday, March 17, 2008. The proposals submitted for services must adhere to the following format: Section 1 -Provide names, qualifications, and brief vitae of staff members and any subcontractors who will work on the project. Include specific designation of the firm's Project Manager. Section 2 -Identify similar projects completed by your firm within the last three (3) calendar years with a brief description of the work done. Provide the name and telephone number of a current contact. person for three (3) clients you designate to serve as references for your company's capabilities and demonstrated performance. Submit samples of relevant work performed by your firm, either through hard copy or electronic (PDF) format as appropriate, for each of these engagements. Section 3 -Provide clear, concise written responses to the following three questions: 1. Explain measures you will take to ensure that the voter education effort is, and is perceived to be, designed to inform and not to advocate. 2. Identify the role(s) that you envision the citizen Advisory Committee could play in assisting your firm to conduct a timely, thorough, and effective voter information effort. 3. Provide two (2) detailed line item budgets that you would suggest for a voter education effort-that would be conducted with an allocation of up to: a. $75,000 in public funding b. $100,000 in public funding Both proposed budgets must explicitly include all fees and/or other compensation to your firm for the conduct of this engagement. Section 4 -Firms should also submit a proposed hourly rate (or other basis for payment) at which the firm would be compensated if the County identifies additional work after execution of the engagement contract that was not contemplated within the agreed scope of work and the budget authorized by the Orange County Board of Commissioners. Proposals shall be double sided and on recycled paper and received no later than 12:OOpm on Monday, March 1.7, 2008. Proposals received after that time will not be considered. Submit copies of your proposal to the Orange County Purchasing Agent, 129 East King Street, PO Box 8181, Hillsborough, NC 27278 and via email to dcannellCc?co.oranae.nc.us DELIVERABLES The successful firm will provide Orange County a detailed plan, and associated tangible and intangible products, for communicating through various media the most important points about the land transfer tax so that voters can make an informed choice of whether or not to support the ballot initiative. Approaches to be considered for disseminating voter education materials should include, but not necessarily be limited to: • Printed media (e.g. brochures, flyers, etc) • Advertising (e.g. cable and over-the-air television, radio, newspaper, etc.) • Internet-based applications • Direct mail • Grass-roots efforts • General public presentations • Targeted group presentations • Other low/no cost dissemination methods Any graphic, text, pictorial, or electronic byproduct of this project shall become the sole property of Orange County. SELECTION CRITERIA Responses to this RFP will be evaluated by the County Manager and designated staff. The criteria that will be used during the evaluation shall include, but not be limited to: • Effectiveness of measures to be taken to ensure that the voter education effort is, and is perceived to be, designed to inform and not to advocate • Experience with voter information efforts related to a land transfer tax, other similar taxes, or other local government public referenda -particularly those with a North Carolina setting • Perceived ability to deliver quality educational materials understandable to the broad Orange County electorate • Degree of creativity in communications methods identified • Degree to which consultant's suggested approach reflects the qualities of simplicity and clarity in the message to be delivered to voters • Perceived ability to disseminate materials in a timely and cost-effective manner • Perceived workability and appropriateness of proposed project budgets • Consultant cost • Quality of submitted examples of prior relevant work Proposers should plan to make available one or more members of their team, preferably including their designated Project Manager, on Tuesday, March 18, 2008 for interviews (preferably, face-to-face, but alternatively, by telephone) with the County Manager. and her evaluation team. The recommended firm should plan to make available one or more members of its team, preferably including its designated Project Manager, at 7:30pm on Tuesday, March 18, 2008 in Chapel Hill, North Carolina to answer questions from the Board of Commissioners regarding the proposed engagement and associated contract. The successful proposer and associated engagement contract will be approved by majority vote of the Orange County Board of Commissioners. Consideration of the recommended proposal and associated contract is currently anticipated at the March 18, 2008 meeting of the Orange County Board of Commissioners. For inquiries pertaining to technical or mechanical aspects of submitting proposals, contact Orange County Purchasing Agent David Cannell at 919-245-2651, or at dcannellCa~co.orange.nc.us. Please check the purchasing website http://www.co.orange.nc.us/purchasing under "Current Bids" for any possible addendum. For inquiries related to the land transfer tax referendum, the citizen Advisory Committee, or the like, contact Project Manager Rod Visser at 919-245-2302, or at rvisserCa?co.orange.nc.us. ORANGE COUNTY HILLSBOROUGH NORTH CAROLINA f~~~ MEMORANDUM TO: Orange County Board of Commissioners FROM: Laura E. Blackmon, County Manager DATE: March 18, 2008 ~srczG/,islied >7d2 RE: Recommendation Regarding Media Consulting Services for Land Transfer Tax Referendum Voter Education Effort At the March 6, 2008 meeting, the Board directed the Manager and staff to solicit proposals for land transfer tax media consulting services at both the $75,000 and $100,000 budget levels. In keeping with the Board's desired timetable, I am recommending that at tonight's meeting you accept a proposal for consulting services from Ballen Media, for reasons that will be outlined briefly below, and in more detail during your meeting tonight. On March 10, staff distributed the attached RFP; (a copy of which you received early last week) to a list of nineteen firmsthat we believed might have the capability and interest ~to undertake the voter education effort leading up to tl2eMay 6 landlransfer tax referelidum. We-:also posted the RFP on the County's website so that other ~oteiltially interested firiils could likewise consider submitting a proposal. Staff received two ,proposals by he deadline' for responses that-lead Veen established as noon on Monday, March 17. The proposals were from Ballen Media of Durham aild from The Campaign Network of Carrboro (pa~-tileriug- with.: Goddard Claussen of Washing~toil,., DC). Copies of both proposals were transmitted to you via e-mail yesterday afternoon and also accompany this memo for reference. We interviewed representatives from both firms this morning. The interview panel included me; Purchasing and Central Services Director Pam Jones; Budget Director Donna Coffey; and Project Manager Rod Visser. We also consulted with County Attorney Geof Gledhill this afternoon regarding how to translate whatever proposal you approve tonight into the form of an agreement between the County and the Board-approved consultant. Although both firms submitted responsive proposals that we think reflect each firm's ability to competently carry out the County's desired voter education effort, the panel felt unanimously that the Ballen Media proposal was the stronger of the two. Specifically, staff and I were favorably impressed by Ba11en's: Demonstrated core competency in developing and disseminating messages intended to educate and inform, in contrast to materials that would advocate or persuade Experience with educational campaigns, such as a rural AIDS testing program AREA CODE (919) 732-8181 • 968-4501 • 688-7331 • 227-2031 • FAX (919) 644-3004 Ext. 2300 0 • Submitted examples of prior work products for other clients that reflect the principles of "simplicity" and "clarity" that the Board has previously cited as vital characteristics for the County's message regarding the land transfer tax referendum • Commitment to a message encouraging voters to learn more, participate, and make an informed choice • Demonstrated grasp of the most significant questions potential voters are likely to have about the proposed land transfer tax • Recognition of the need to reach out to different constituencies by means of a broad appeal through print and broadcast media and acontent-rich Web interface • Availability due to its proximity, about 20 minutes from downtown Hillsborough • Emphasis on the importance of collaboration among the Board, staff, and Education Advisory Committee • Corrunitment to work with t(ie Education Advisory Committee in recognition of its value as a feedback and filtering mechanism to address community information needs • Preparedness to rapidly correct (via intenzet, radio and local television) misinformation that may surface in the community • Extensive contacts throughout local and statewide broadcast and print media for paid advertising as well as "eanled media" (e.g. scheduled interviews) I look forward to discussing this recommendation with you tonight during your consideration of Item 6-b on the Board's agenda. Representatives from Ballen Media will attend tonight's meeting to respond to any questions or comments you may have about their proposal. Attachf~zents: • 3/10/08 RFP -Media Consultant for Land Ti°ansfer Tax Voter Information Effort • PT~oposal from Ballen Media • Proposal from The Campaign Network/Godda~°d Clausen '3 ennntP a( ~e ~~o` ~ oP v° ~ m~ Q e ~~~(6 Enin~p RFP 5140 Media Consultant for Land Transfer Taut Voter Information Effort March 10, 2008 BACKGROUND Orange County is soliciting proposals from qualified media and communications consulting firms to design and execute a voter education effort related to an advisory referendum on levying a land transfer tax that has been placed on the May 6, 2008 ballot. The Orange County Board of Commissioners made the decision on February 19, 2008 to hold this referendum after considering local revenue options made available to North Carolina county governments in 2007 by the North Carolina General Assembly. Boards of County Commissioners were given the option of placing a land transfer tax of up to .4 percent, a local option sales tax of .25 percent, or,both on the ballot; or of choosing none of these options. County Boards may implement one tax or the other, but not both, and only if the voters approve the revenue option during an advisory referendum. The Orange County Board of Commissioners have indicated their intention to use the proceeds from a land transfer tax to address unfunded or underfunded school and park capital projects. The work involved is explicitly intended to inform potential voters about the mechanics and implications of a land transfer tax. It is explicitly not intended to advocate either for or against passage of the advisory referendum. The goal is to provide accurate, factual information to the broadest possible number of Orange County voters in acost-effective manner that will permit them to make an informed choice on May 6, regardless of whether they vote "yes" or "no". The Board of County Commissioners have appointed a Local Revenue Options Education Advisory Committee comprised of 17 citizens. representing various community constituencies to assist the Board and staff in conducting the voter education effort. SCOPE OF WORK The firm will be responsible for designing and carrying out a detailed, timely, and thorough voter information effort related to the land transfer tax. The work will be carried out during the period March 19 -May 6, 2008 and will include regular coordination with the County Manager and/or her designated representative(s). Work will be consistent with the elements of the information effort proposed by the consultant and approved by the Orange County Board of Commissioners, within the overall project budget established by the Board of Commissioners. Responsibilities of the successful proposer will include, but not be limited to: • coordinate a voter education program regarding the May 6 advisory referendum on the .4 percent land transfer tax on behalf of the County • select and/or advise the County on the different kinds of advertising and communication to use to inform voters • develop the concept and design of advertising, web design, and other communications materials • produce, or arrange for the production of, advertising and other voter educational materials in a finished and usable form for the media being employed • place, or arrange for the placement of, planned advertising on radio or television stations or in newspapers, magazines or other media through the firm's purchase of the time or space in the media to display the advertising • deliver, or arrange for the delivery of, planned hard copy or electronic informational materials to registered Orange County voters • meet or otherwise coordinate with the County Manager and/or her designee(s) on a basis deemed mutually agreeable by the County and the firm PROPOSAL SUBMITTAL FORMAT Submit two hard copies of your proposal double sided and on recycled paper and one in electronic (PDF) format to dcannellCa~co.orange.nc.us no later than 12:OOpm on Monday, March 17, 2008. The proposals submitted for services must adhere to the following format: Section 1 -Provide names, qualifications, and brief vitae of staff members .and any subcontractors who will work on the project. Include specific designation of the firm's Project Manager. Section 2 -Identify similar projects completed by your firm within the last three (3) calendar years with a brief description of the work done. Provide the name and telephone number of a current contact person for three (3) clients you designate to serve as references for your company's capabilities and demonstrated performance. Submit samples of relevant work performed by your firm, either through hard copy or electronic (PDF) format as appropriate, for each of these engagements. Section 3 -Provide clear, concise written responses to the following three questions: 1. Explain measures you will take to ensure that the voter education effort is, and is perceived to be, designed to inform and not to advocate. 2. Identify the role(s) that you envision the citizen Advisory Committee could play in assisting your firm to conduct a timely, thorough, and effective voter information effort. 3. Provide two (2) detailed line item budgets that you would suggest for a voter education effort that would be conducted with an allocation of up to: a. $75,000 in public funding b. $100,000 in public funding Both proposed budgets must explicitly include all fees and/or other compensation to your firm for the conduct of this engagement. Section 4 -Firms should also submit a proposed hourly rate (or other basis for payment) at which the firm would be compensated if the County identifies additional work after execution of the engagement contract that was not contemplated within the agreed scope of work and the budget authorized by the Orange County Board of Commissioners. Proposals shall be double sided and on recycled paper and received no later than 12:OOpm on Monday, March 17, 2008. Proposals received after that time will not be considered. Submit copies of your proposal to the Orange County Purchasing Agent, 129 East King Street, PO Box 8181, Hillsborough, NC 27278 and via email to dcannellCc~co.orange.nc.us DELIVERABLES The successful firm will provide Orange County a detailed plan, and associated tangible and intangible products, for communicating through various media the most important points about the land transfer tax so that voters can make an informed choice of whether or not to support the ballot initiative. Approaches to be considered for disseminating voter education materials should include, but not necessarily be limited to: 5 • Printed media (e.g. brochures, flyers, etc) • Advertising (e.g. cable and over-the-air television, radio, newspaper, etc.) • Internet-based applications • Direct mail • Grass-roots efforts • General public presentations • Targeted group presentations • Other low/no cost dissemination methods Any graphic, text, pictorial, or electronic byproduct of this project shall become the sole property of Orange County. SELECTION CRITERIA Responses to this RFP will be evaluated by the County Manager and designated staff. The criteria that will be used during the evaluation shall include, but not be limited to: • Effectiveness of measures to be taken to ensure that the voter education effort is, and is perceived to be, designed to inform and not to advocate • Experience with voter information efforts related to a land transfer tax, other similar taxes, or other local government public referenda -particularly those with a North Carolina setting • Perceived ability to deliver quality educational materials understandable to the broad Orange County electorate • Degree of creativity in communications methods identified • Degree to which consultant's suggested approach reflects the qualities of simplicity and clarity in the message to be delivered to voters • Perceived ability to disseminate materials in a timely and cost-effective manner • Perceived workability and appropriateness of proposed project budgets • Consultant cost • Quality of submitted examples of prior relevant work Proposers should plan to make available one or more members of their team, preferably including their designated Project Manager, on Tuesday,.March 18, 2008 for interviews (preferably, face-to-face, but alternatively, by telephone) with the County Manager and her evaluation team. The recommended firm should plan to make available one or more members of its team, preferably including its designated Project Manager, at 7:30pm on Tuesday, March 18, 2008 in Chapel Hill, North Carolina to answer questions from the Board of Commissioners regarding the proposed engagement and associated contract. The successful proposer and associated engagement contract will be approved by majority vote of the Orange County Board of Commissioners. Consideration of the recommended proposal and associated contract is currently anticipated at the March 18, 2008 meeting of the Orange County Board of Commissioners. For inquiries pertaining to technical or mechanical aspects of submitting proposals, contact Orange County Purchasing Agent David Cannell at 919-245-2651, or at dcannellCc?co.orange.nc.us. Please check the 'purchasing website http://www.co.orange.nc.us/purchasing under "Current Bids" for any possible addendum. For inquiries related to the land transfer tax referendum, the citizen Advisory Committee, or the like, contact Project Manager Rod Visser at 919-245-2302, or at rvisserCa~co.orange.nc.us. Ca~~®rate Gc~rr~r~u~ic€~~io~-s Public Pe[c~~ioc~~ C~i~iic~[ i~Cec~ic~ Proc~uc-~io~ ~~i~ir~c~[ P~Q~rc~r~r~in~ Response: Orange County - RFP 5140 Media Consultant for Land Transfer Tax Voter Information Effort March 17, 2008 Executive Summary Gallen Media respectfully submits this response to the Orange County's RFP 5140 to select a media consultant to design and execute a voter education effort related to an advisory referendum on levying a land transfer tax: We believe we are uniquely poised to address the research, development, and execution of both media and public relations that will be measurably supportive of the Orange County's efforts by closely collaborating with its Board of Commissioners and Citizen Advisory Committee. Raising taxes to maintain the vitality of a region's infrastructure is always an onerous task. There are always a host of customary oppositions. For example on the basis of creating smaller government and letting free markets generate growth, perceived burdens to those on fixed incomes, etc. Now that region's typically robust real estate market has slowed additional opposition will come from that industry. Consequently the responsibility of educating voters on the full ramifications of the referendum is considerable and Ballen Media will demonstrates its ability to be Orange County's best selection for this responsibility based on the following: a) Our assembled team of advertising, marketing and public relations professionals who are passionate about using their collective skills to further the health and wellbeing of North Carolina's citizenry. b) We have a proven network of creative talent, media contacts and thought leaders that will assist in reaching each segment of the County's target audiences. c) In house capabilities for television and radio commercial production plus interactive marketing, website development and collateral material. d) A solid track record in producing media for social, political and health related causes. Dwayne Ballen CEO /Creative Director 919 475 3866 DwayneCa~ballenmedia.com Section One THE TEAM GIL FITTS -PROJECT MANAGER Guilford Fitts is the Managing Director and co-founder of Ballen Media. As the Account Manager for this project he will be the primary point of contact and Team Leader. Gil heads the Company's marketing, sales and. client development efforts. His operational duties at the Company also include the day to day fiscal management and reporting. . He brings over three decades of advertising sales management and marketing experience having worked with most of the major and minor advertising agencies in NC and the southeast. He was the focal Sales Manager for WTVD in the Triangle. Other key positions held include Regional Sales Manager of ABC-TV National Sales Division -San Francisco, Director of Sales for iEntertainment Networks and Regional Account Executive for Univision's WUVC which has provided a strong background in the nuances of Hispanic advertising. Gil has an exhaustive background in media negotiations, identifying the best programs and media to deliver the desired audience, at the most effective price, post buy analysis and reconciliation. He has worked on political, governmental, and social marketing campaigns always with an eye to have the media live up to its civic responsibilities. He is a former officer of the Triangle Advertising Federation, Communities in Schools, and Raleigh Sales and Marketing. He served for two years on the National Sales Committee of the Television Bureau of Advertising. His personal commitment to health and fitness is expressed as an internationally recognized instructor of Aikido, the art of peace. In addition he takes great pride in his North Carolina roots which interestingly enough includes tobacco farming on his uncles' farms as a teen. Travels include Japan, Brazil, Italy and every nook and cranny of the Pisgah Forest. Gil is a graduate of Cornell University, where he received his bachelor's degree in Communication Arts. His wife has her Masters in Environmental Science Education and develops curriculum and teaches for Durham Public Schools. Q DWAYNE BALEEN -COMMUNICATIONS Dwayne is an award winning television journalist with over twenty years of television industry experience. Mr. Ballen has been with CBS Sports for the past six years, as a member of the network's college football and college basketball announce teams and has also served as host of the CBS Sports Spectacular. As a lead anchor for the Golf Channel, Dwayne has covered several major events such as The Ryder Cup, The Masters as well as the U.S. & British Opens. In addition, his broadcast resume includes assignments for Fox Sports, USA Network and TNT's NBA Playoffs coverage. Mr. Ballen became a welcome and familiar face to television audiences in central North Carolina when he served as a very popular anchor at WTVD and later, at WRAZ/WRAL. During that time he became a visible fixture in the Triangle community. Donating his time and talents to host charity events such as the Jerry Lewis MDA and UNCF telethons, Mr. Ballen has received (and honored) many requests to lend his abilities and name recognition to worthwhile causes. Some of which have been on behalf of such organizations as Special Olympics, Delta Sigma Theta, the North Carolina Autism Society, Durham Police department, North Carolina Institute for Minority Economic Development, College Football Coaches Association, The North Carolina Bar Association, The LeRoy T. Walker Leadership Institute, The University of North Carolina-Chapel Hill, UNC-TV(PBS), NC Central University, St. Augustine's College, Granville Community College, Jr. League of NC, Glaxo Smith Kline's middle school education initiative, NC School of the Arts, The Hayti Heritage Center, the list goes on and on. When his career took him from the local to national level that commitment to "stay involved" continued. Memberships in the National Association of Black Journalists and the National Association of Broadcasters allowed him to connect with others in the media who were interested in using their skills to help, in whatever way possible, to make a difference in our world. This has taken the form of mentoring young children and serving in an advisory capacity to numerous service oriented organizations. He counts legions of media personnel across the state, region and nation among his friends and contacts. Whether it's print, Internet, television or radio Mr. Ballen has the ability to simply pick up the phone or send an email to make a connection with a media decision maker. One would be hard pressed to find anyone who can match his reservoir of contacts, recognition and respect among peers. Mr. Ballen also has considerable contacts with leaders in industry, education and politics throughout the state of North Carolina. His work as a broadcaster has taking him all over the country and abroad, however he has always maintained North Carolina as home. During his time as a studio anchor for Fox Sports Net's nationally televised nightly news hour Mr. Ballen would commute, every week, between Los Angeles and North Carolina, where his family and base remained. His simple explanation, "I love North Carolina, its home." 1 Regarded as an outstanding host and interviewer, Dwayne's work has earned him high praise and numerous honors, including two associated press awards for sports journalism. His work as a documentary filmmaker has received notice; he earned high praise for his moving documentary short on the history of the African-American at UNC-Chapel Hill. Recognized as someone who cares about issues that have impact on our society, his opinion on everything from what he feels is the alarmingly high premium our society places on major competitive sports to matters of sociological significance is sought by local and national media. He is a frequent guest on national and regional talk shows. Mr. Ballen is Founder/CEO and Creative Director of Gallen Media. He and his wife Martina have become passionate advocates for autism through their involvement with the North Carolina Autism Society. Dwayne and his wife, who is a senior athletic administrator at UNC-Chapel Hill, reside in Durham. CATHY HOWELL -MEDIA DIRECTOR Cathy works with clients to maximize their advertising budgets using strategic media and marketing plans that identify the strongest and most cost efficient media to reach specific targets effectively with the message chosen. For the past three years, she has contracted with the Department of Administration's Agency for Public Telecommunications to act as media buyer/planner on assigned projects. Cathy's social marketing and public awareness experience includes Division of Services for the Deaf and the Hard of Hearing, Division of Services for the Blind, Eat Smart Move More, Division of Air Quality, and UNC Health Care just to mention a few. Most of these clients required that a portion of the media specifically target Hispanic/Latino, African American/Black, and low income people both in the cities and rural areas throughout North Carolina's 100 counties. Cathy has worked in North Carolina companies in marketing and advertising since 1976. She has extensive media buying/planning experience from her positions with the Agency for Public Telecommunications, McKinney & Silver, Price McNabb Advertising, Carmichael/McKneely Advertising, and Percival) Advertising. During her stint at Price McNabb Advertising, she purchased media for McDonalds North Carolina Eastern District where she was charged with documenting exposure not only to the A18-34 target but also the Teen 12-17 target. During that time, she also had promotional responsibilities for organizing and monitoring radio contests in all markets. She understands how media can help clients because she warked for 15 years at several North Carolina television stations where she helped clients achieve strategic partnerships with her stations for events and/ar social campaigns. Cathy was a founding board. member for the Triangle Chapter of American Women in Radio and Television and is a past board member and officer for the Triangle Advertising Federation. Cathy graduated Magna Cum Laude from the University of Georgia with a bachelor's degree in Journalism. In community work, she has volunteered with the Cary Area Tennis Association in setting up a Wheelchair Tennis League, has served as a member of the Wheelchair Tennis committee for the N.C. Tennis Association and volunteers with Operation TopCat in Sneads Ferry. Gayle Hurd -PUBLIC RELATIONS ,EARNED MEDIA Gayle Hurd is known to listeners in the Triangle for delivering the latest local and national news weekday mornings on the"Tom Joyner Morning Show" and Information important to women on the last Sunday of each month at 10am on "Just For Us." A native of New Jersey, Gayle's broadcasting career has taken her from New York to Raleigh with several stops in between. Graduating with a broadcasting degree from Temple University in Philadelphia, she considers herself fortunate to have always been able to work in her chosen field. Starting in radio, Gayle enjoyed a lengthy career in television as producer, talk show host, reporter, anchor and public affairs director at stations in New York City, Virginia Beach and Norfolk, VA and Raleigh. Gayle has lived in the Triangle for several years since first coming here for a job at the then Fox affiliate, WLFL-TV as their only on-air talent at the time. While at Fox 22 now CW22, Gayle became the fill-in news anchor for K97.5. Little did she know that would start a relationship with the now Radio One Raleigh station group that would see her to on-air and management positions with all three of their Triangle stations. Gayle started her stint as Foxy's News and Public Affairs Director and host and producer of The Tom Joyner Morning Show in November 1999. The TJMS, keeps Gayle busy. Since taking that job, she has also created the stations' Sunday morning talk show for women, "Just for Us" ,produced several public service events including the "Feed A Thousand" Food Drive and co-chaired the highly successful "Women's Empowerment Expos". In addition to formerly working for the # 1 morning show in the Triangle, Gayle sits on several boards including the Raleigh Chamber of Commerce's Communications Board and she is the newly elected President of the Triangle Association of Black Journalists. Gayle loves going to plays and movies, being with family and friends, decorating, dance, reading, sports and traveling. Gayle now works for Gallen Media full time. ~a ~O@ HakOOZ -Interactive Application Development Joe Hakooz has nine years of experience in web application development, Flash programming, ASP.NET technology solutions, and digital design. He works closely with clients from concept to completion to produce custom interactive applications and web-based content management solutions. Joe has developed countless web and eLearning applications for clients including American Society of Health-System Pharmacists, Oncology Nursing Society, GlaxoSmithKline, Lowes, AT&T, and Lawn Doctor to name a few. Born in San Diego, Joe has spent most of his days in Raleigh, North Carolina. When he is not working, he enjoys playing golf, jazz drums and spending time with his wife Jacqui. Joe received his Bachelor of Science in Media Production with a minor in Virtual Reality in Education from East Carolina University in Greenville, North Carolina. Joe is a member of the Golden Key International Honor Society: ~~ SECTION TWO Exuerience Ballen Media develops specific teams to address the marketing or production challenges of our clients. This approach had enabled us to create a short documentary that was successfully used by the Center for Responsible lending, a subdivision of the Triangle's Self Help . Their goal was to educate civic leaders on the travails of predatory lending and the underlying issues of sub prime mortgages. The film was shown throughout Washington to Senate and Congressional staffers and representatives. The result? -New federal legislation based on the NC model has passed through committee, passed through the Congress and is still being debated in the Senate. We are proud of our small role in providing them with a compelling presentation. This method has also worked for the Autism Society of NC. Ballen Media in conjunction with one of our production partners has completed a 3 minute flash animation referred to as an "impact movie". Because it loads easily it can be shown on their website, embedded in email pushes of any size, shown in live presentations, copied to CD's for distribution etc. etc. The impact movie clearly states their value proposition and encourages a response by contacting their association. Ballen Media was awarded a $1.8 million Advertising and Public Relations Support contract with the Health and Wellness Trust Fund. Storyboards are in development and this minority focused health disparities campaign will begin in May of this year. Beverly Purdue was so enamored with the logo we created for them she wanted it turned into a pin. On the other end of the spectrum - with a tiny budget the company created a big PR push for Aids Testing. The client was very pleased since we managed to garner radio interviews, newspaper advertising, a syndicated column devoted to the event and a local radio personality to host it. All done in a small timeframe as well!. Wray Ward is the advertising agency of record for the NC Education Lottery which has chosen Ballen Media twice to create commercials reminding constituents to both the responsible in their participation of the lottery and also demonstrate the actual use of funds for education. l~ References Rep. Linda Coleman NC House of Representatives 300 N. Salisbury Street Room 301 N Raleigh NC 27603 919 733 5974 Lindac@ncle~ net Ms. Mary Moore Director Center for Responsible Lending 302 West Main Street Durham, NC 27701 919 313 8500 Mary. moore @ responsiblelending, org Mr. David Laxton Director of Communications Autism Society of NC 505 Oberlin Road Raleigh, NC 27605 919 743 0204 x 22 dlaxton @ autismso ciety-nc. orb Ms. Brenda Christmon Account Supervisor Wray Ward 521 E. Morehead Street Charlotte, NC 28202 704 332 9071 bchristmon @ wrayward. com 0~ Section Three Measures that can be taken to make sure the voter education is informative and not either avocation or perceived as such include: 1) Key Messaging Statements are created in collaboration of existing county agencies, the Citizen Advisory Committee and the Board of Commissioners. These key messages must include phrases and slogans that are either benign or remindful of the fact the voter has a choice and we are simply encouraging them to garner as much relevant information as possible before choosing a path of action. Gallen Media would highly suggest the "call to action" on the advertising and public relations campaign is to encourage Orange County citizens to spend time with a content rich website that will illuminate the issue and answer questions on the following: Reasons and Rationales at Website 1) The designated use of the funds 2) What alternatives were considered and why the land transfer tax was chosen 3) What would be viable options if the land transfer tax is not approved for addressing the same need? 4) What has been the impact and or results in counties where a land transfer tax has already been implemented? 5) Are the opponents of the land transfer tax working for the best interests of the community? 6) Quantitative Data regarding the impact of the land transfer tax, who it would. impact most directly and who would it benefit. Ballen Media has already researched and found the following URL addresses for this campaign a) Taxlnfonc.com b) YourChoicenc.com c) YesorNonc.com In addition each of the preceding are available too if OC for Orange County is substituted for NC, providing long term choices for voter information beyond this specific issue. 1( 2) Media Research will be conducted to reach various market segments - based on key demographics -Income, age, assumed home ownership, etc. 3) Public Relations Push - Or Earned Media, to enroll thought leaders, and local personalities into the campaign. 4) Encourage Local News Media to report on the land transfer tax not only as an Orange County issue but as a viable option that is being used across the state that requires careful consideration by the electorate. 5) Paid Media - We strongly believe in the power of broadcast media, interest and traditional print to push the campaign. That is why the preponderance of the cost proposal is set aside for Media and Events. Radio messaging in particular can be instrumental in achieving the goals of this campaign. We feel the use of direct and intimate spots, featuring local public figures, can be effective. An outreach to WCH~ radio, a very influential voice in the community, would help create a sense of working towards the "greater good". The spots will advocate no position; they simply will convey facts essential to helping cultivate a fully informed citizenry. We envision utilizing persons such as Dr. William Friday, WCHL personalities Ron Stuffs and Jim Heavner and Long-time local educator/activist Lillian l_ee. 6) .Constantly review all current media, blogs, surveys conducted by special interest groups to assess how the land transfer tax is being portrayed. r7 The Role of the Citizen Advisory Committee Ballen Media looks forward to collaborating with the Board of Commissioner and the Citizen Advisory Committee. It will be imperative that we receive direct feedback from individuals directly involved with the daily governance of Orange County to provide feedback on our approach, key messaging. and execution strategies. It will also extremely important to identify which members of the committee are candidates for interviews:. Ballen Media has had success in setting up interviews for previous clients in local media and knows from first hand experience how to generate significant impact. Ballen Media can help in the preparation of the interviews as well to make sure participants stay "on message". The Citizen Advisory Committee too can help identify any events that require a presence or the availability of collateral marketing materials. Section Four Additional items added to the original scope of work should be billed at $100 an hour for media consultancy and research. Any additional creative production will be billed at cost plus twenty percent. Cost proposals for additional work would need to be submitted and approved in advance. ~~ Cost Proposal - A Gallen Media (Name of Offeror) having carefully examined the Request for Proposal (RFP) and having received clarification in accordance with instructions contained in the RFP, the undersigned proposes to furnish services to the Orange Gounty at the following prices: 1 1. Net Media and Placement Costs a. Net Media /Event costs $ 47,500 b. Placement costs( expressed as a percentage) and total) 5% $ 2,375 c. Net Media and Placement Total $ 49,875 2 2. Personnel Costs Total Budgeted Title of Personnel Project Manager ~ 5,000 Media Director Public Relations - 4,000 Communications / PR 3,500 Production Asst. 2,500 3. Creative and Collateral Materials (includes Internet) 8,500 5.Operational Expenses 1,250 6. Miscellaneous 250 Total Costs (not to exceed amount) $ 74,875 Signature Print Name Date Guilford Fitts March 17,2008 ~°I Cost Proposal - B Ballen Media (Name of Offeror) having carefully examined the Request for Proposal (RFP) and having received clarification in accordance with instructions contained in the RFP, the undersigned proposes to furnish services to the Orange County at the following prices: 1 1. Net Media and Placement Costs a. Net Media /Event costs $ 70,000 b. Placement costs( expressed as a percentage) and total) 5% $ 3,500 c. Net Media and Placement Total $ 73,500 2 2. Personnel Costs Title of Personnel Project Manager Media Director Public Relations Communications /PR Production Asst. * Placement Costs 3. Creative and Collateral Materials (includes Internet) 5.Operational Expenses 6. Miscellaneous Total Costs (not to exceed amount) Signature Print Name Guilford Fitts Total Budgeted 5,000 4,000 3,500 2,500 10,000 1,250 250 $ 100,000 Date March 17,2008 ~ `~ Autism Society `y'" '~'` ~ o NORTH CAROLINA f 505 Oberlin Road, su;te z3o February 21, 2008 Raleigh, NC 27b05-1345 a 919 743 02Q4 To Whom It May Concern: 919 8b1 2489 www.autismsociety-nc.org As a statewide non-profit, the Autism Society of North Carolina serves a diverse constituency. How we present ourselves to our internal and external stakeholders and the public is of critical importance as we work to provide support and promote opportunities for people on the autism spectrum and their families. Faced with the challenge of limited resources for media relations and marketing, our organization made the strategic decision to seek out a fum that we could partner with to expand our public awareness efforts and branding. The critical characteristics we looked for were professionalism, integrity, intelligence, and a proven track record. As we evaluated potential partners, the obvious choice was Ballen Media. Over the past year we have enjoyed a successful partnership and have developed a variety of media tools that will help expand awareness of autism spectrum disorder as well as the services our agency provides. The Ballen Media team has proven to be creative, energetic, and reliable. No matter what the question or need, no matter when a response is required, they have answered the call. Their dedication to client service stands out in the field. We value our relationship with Ballen Media and look forward to continuing our partnership in the future. I would highly recommend their staff and services to any organization. Sincerely, ~~a~ David Laxton Director of Communications Knightdale-Wake Forest Alumnae Chapter ©Delta Sigma Theta Sorority, Inc. Post Office Box 1359 ~ Knightdale, North Carolina 27545 Email address: kwfalumnaeCc~yahoo.com a ~ - -- Website address: www.kwfalumnae-dst.org vevevevevavevevevevevevevevevevevevevevevevevevevevevevevevevevevevevevevevev February 20, 2008 To Whom It May Concern, As the President of a private, non-profit organization whose purpose is to provide assistance and support in local .communities, I know the importance of media expertise when trying to reach a wide array of people. I liad the pleasure of working with Ballen Media on several occasions, with the most notable being the Knightdale-Wake Forest Alumnae Chapter's HIV/AIDS Awareness campaign during the summer of 2007. With just the slogan "Got Mine, Get Yours, Get Tested", Ballen Media was able to provide an outside point of view which allowed us to bringing the vision of HIV/AIDS testing in a non traditional setting to fruition. In the midst of a time crunch and a limited budget, Ballen Media helped develop a winning strategy for our event and handled all of the details and logistics related to managing the project, including: setting up radio interview with several local radio stations, advertising our event in several news papers, and creating an electronic flyer that was distributed via email. Because of the creative, cutting-edge media strategies employed by Ballen Media, the citizens of Eastern Wake County came out in record numbers to receive free HIV screening that informed them of their HIV/AIDS status which would enable them to pursue healthier life styles. It is the unique combination of people and expertise in the field of advertising that make Ballen Media successful. The Knightdale-Wake Forest Alumnae Chapter of Delta Sigma Theta Sorority, Inc. fully supports Ballen Media and would highly recommend them for any media needs. If I can be of further assistance, please feel free to contact me at 919-649-1016. Alternatively, I can be reached at chantaymcneilC~earthlink.net. Respectively, Chantay McNeil-Rigby, President Knightdale-Wake Forest Alumnae Chapter Delta Sigma Theta Sorority, Inc. eveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveveeveveveveve CHAPTER OFFICERS FISCAL YEAR 2007-2008 Chantay McNeil-Rigby Deborah Barnes Tiffanie Meyers Natalie Thompson Lunsford President Treasurer Recording Secretary Journalist Kimberlee C. Higgs JuJuan Mitchell Chermaine Arthur April Logan Vice President Financial Secretary Corresponding Secretary Chaplain Bridget L. Wall Gail Dickerson Tonya Koonce Daniels Kimberly Freeman Downey Parliamentarian Sergeant-at-Arms Historian Custodian of Properties ~~ PropOSal t0: North Carolina Orange County Board of Commissioners. Response to RFP -Land Transfer Tax Voter Information Effort March 17, 2008 ~E[L~ PAIGN t: -~... NE~PWORK GObDARD~CLAUSSEN PA/GN GODDARD*N ~~ IVEFWORK Introduction Thank you for the opportunity to respond to your Request for Proposal to educate the voters of Orange County about the May 6, 2008 "advisory referendum" which, if passed, imposes a land transfer tax. The Campaign Network- based in Carrboro, NC- and Goddard Clausen from Washington are jointly submitting this document; our suggested recommendations and budget options are described on the following pages. Given the short time frame and the sensitive nature of taking a neutral position, this effort requires a team with experience running similar efforts in North Carolina and a national firm with the resources to commit staff and meet the tight deadline you've outlined in the RFI'. Section 1• Who We Are The Campaign Network and Goddard Clausen ' The Campaign Network is a strategic communications company specializing in direct mail, print materials and new media. The Campaign Network's communication and campaign specialists work with Democratic candidates, labor unions, and progressive political organizations throughout the United States. We know how to develop a plan, craft a message, move key constituencies, organize supporters, and execute a winning strategy. We pride ourselves on producing cutting-edge mail that is graphically compelling and, when appropriate, uses humor to grab the attention of our target audience. Over the years, our mail has won numerous awards including "Best Presidential Mail" in 2004. We know that mail must be seen to be effective-and our mail is always seen. Goddard Clausen is considered one of the top public affairs and ballot measure firms in the country. With a success record of over 90%, Goddard Clausen is known for running hundreds of disciplined and research-driven initiative and referendum campaigns. The staff of over forty professionals in Sacramento and Washington are former White House policy directors, Congressional staffers, trade association leaders and election campaign experts. We are a nimble, strategic and highly effective firm with a roster of clients that have been with us for years, and in some cases decades, because we know how to win. Page -2- 3/16/2008 TCN/GC Joint Proposal .~. ~~/ PAIGN ~oDDaRD*CLAUSSEtS ~~ .NEi~wo~ Orange County Experience . With an office in Carrboro, the team at The Campaign Network knows Orange County. `Thomas Mills has lived in Orange County for 25 years and has had family in Chapel Hill over 35 years. He has seen first hand the dramatic changes that have taken place and has closely followed the policies of the county and municipalities. As a political and communications consultant, Thomas has overseen numerous campaigns in Orange County. He understands the different areas that make up the county-from Southern Orange, to Hillsborough and Northern Orange County. In addition, he has working relationships with many of our local leaders. The Team for this Project: • Nancy Carlson, Project Manager • Thomas Mills, Deputy PM, Chief Strategic Advisor, Director, Voter Constituent Outreach • Gerry Gunster, Deputy PM, Chief Media and Strategic Planner • Ben Goddard, Strategic and Creative Director Nancy Carlson-Project Manager Nancy Carlson, a Greensboro native, will serve as the Project Manager of this effort. Nancy is the Senior Account Coordinator for Goddard Claussen where she assists the senior leadership with coordinating, developing and executing public affairs and issue advocacy campaigns and oversees daily operations for clients such as General Motors. She also serves as Campaign Manager for many of the firm's ballot measures campaigns where she is assigned locally to oversee day-to-day logistics. Nancy brings to this effort in-state and local expertise; she is a graduate of the University of North Carolina at Chapel Hill with a BA in communications with a focus on media production. She is will earn her Masters in Communications at Johns Hopkins University in 2009. Thomas Mills-Deputy Project Manager, Chief Strategic Advisor and Director, Mail Program Thomas Mills is a principal of The Campaign Network-he will serve as Deputy Project Manager and Director, Voter Constituent Outreach. He is a seasoned political and direct mail consultant who provides strategic services to Democratic candidates, ballot initiatives, and issue advocacy groups. Page -3- 3/16/2008 TCN/GC Joint Proposal Pa~N ~ ~ a~ GODD'ARD *:CLAUSSEN .::: NETWORK Thomas has worked as a strategist and political analyst for Democratic candidates on a local, statewide, and national basis. In 2004, Thomas and his firm were chosen as direct mail consultants to the Democratic National Committee's mail consortium, an elite group of mail firms that produced the mail for the Presidential campaign. Thomas served as the primary point of contact in the creation and delivery of all the Kerry-Edwards and Coordinated Campaign mail in New Hampshire-the only.state to go from "red" to "blue:' A former social worker, Thomas received his undergraduate degree from the University of North Carolina-Chapel Hill and his Masters of Public Administration at the University of North Carolina- Charlotte. When he's not traveling the country advising political campaigns, Thomas resides in Carrboro, North Carolina with his wife, three children, and hound dog, Gracie. Gerry Gunster-Deputy Project Manager, Chief Media and Strategic Planner Gerry Gunster is the Senior Vice President and Executive Director of Goddard Claussen. He manages national and state advocacy issues, directs statewide ballot measure campaigns and provides strategic counsel for Goddard Claussen. He has a remarkable success record managing issue advocacy campaigns and ballot measures in over fifteen states and Washington, D.C. He is the recipient of an excellence award for "Best Public Affairs Campaign of the Year" and is a frequent speaker at industry trade conferences discussing trends related to advertising, new media and grassroots management. Gerry has a broad range of public affairs experience from both the private and public sectors. He was a Capitol Hill staffer for two members of Congress and has been a government affairs manager for several trade associations. Ben Goddard-Strategic and Creative Director Ben Goddard is a founding partner of Goddard Claussen who oversees all aspects of our issue advertising, provides strategic counsel and planning services, and directs message development for clients of the firm. He is the President of the International Association of Political Consultants, and is widely regarded as one of the most capable and creative talents in the business, particularly in the area of issue advocacy and ballot measure campaigns. He has received dozens of awards for creativity, including a television Emmy, and his commercials are part of the Smithsonian permanent collection. Page -4- 3/16/2008 TCN/GC Joint Proposal PA1GN NErwORK GODDARD*':CLAUSSEM ,Q Section 2: Examples of Related Work Math For America-2007 to Current Math for America, a nonprofit based in New York City that offers a fellowship to potential math teachers, wanted to increase the number of applicants for its program while strengthening its brand awareness. After interviewing the staff, conducting a focus group with successful applicants, reviewing previous research, and conducting a communication audit, Goddard Clausen found that the ideal applicant loved not just math, but humor as well. Using this knowledge, we targeted both potential applicants and those who might influence someone to teach with a play on words using mathematical terms. In the fall of 2007, we launched print, online, and outdoor advertising with headlines such as, "If you know that the chain rule has nothing to do with hardware, we have a future for you." The goal was to charm those who knew enough about math to get the "inside" joke and pique their interest in the program. Nationwide advertising was supported with the creation of a fresh new marketing brochure that continued the emotional hook for math lovers with the opening line, "Does math make your heart beat faster?" Nuclear Threat Initiative-2004 to Present The Nuclear Threat Initiative is an organization founded by former Senator Sam Nunn and Ted Turner to involve the private sector in the control of nuclear, biological and chemical weapons and of tons of weapons usable nuclear material stored in over forty countries around the world. The organization is an NGO dedicated to helping achieve the goals of the Nunn Lugar Legislation that committed the U.S. to helping secure weapons and material in the former Soviet Union. Goddard Claussen researched, wrote and produced a dramatic thriller based on fact. With former Senator Fred Dalton Thompson playing the role of the American President, the film is "A wake-up call for America and the world," according to the 911 Commission. In a fast paced thriller, the Presidents of America and Russia discover a plot to steal nuclear warheads. As the action plays out, nuclear material is also stolen from labs in Belarus and South Africa and fashioned into three bombs headed for London, New York and Washington DC. The Department of Homeland Security requested 1,000 copies of the film which it is using to train first responders all over America. And Last Best Chance was a feature film presentation of HBO and aired for several weeks on the channel in its first run. It has been showed in hundreds of venues around the world as part of a global outreach campaign and over 100,000 copies of the DVD have been distributed world wide. The movie is also used as part of undergraduate and graduate school curricula in some of America's major Universities. Page -5- 3/16/2008 TCN/GC Joint Proposal _ PAftiN <- NETWORK GODDARD*:CLAUSSEN Innovate America-2006 and 2007 When a broad coalition of Silicon Valley high-tech companies and a wide array of research universities wanted to make their case to Congress and Wall Street for improved investments in math and science education, they turned to Goddard Clausen to help them organize their committee and develop a message. The coalition, including Intel, johns Hopkins University, and the Council on Competitiveness, wanted to develop a national advertising campaign to launch around the 2006 State of the Union Address. The goal was to urge Congress to pass comprehensive competitiveness legislation. Educational Testing Service-2004 to 2006 For over fifty years, Educational Testing Service has been aloes-profile, non-profit provider of standardized tests. Their largest client, The College Board, was generally recognized as the organization behind the SAT, a test created and ad.muv.stered by the organization. A new board and a new CEO made the decision to take this $700 million a year organization to annual revenues of $3 billion in five years by expanding into new product lines and becoming a full-service education company. Goddard Clausen was retained to help re-brand the organization and introduce them to new markets. We started by "de-constructing" the organization, getting at the basic values that drove the company. We researched existing and potential customers to learn the organization's strengths and weaknesses. Finally, we conducted in depth research to learn what potential customers wanted from a company offering new product lines. We learned there was real equity to the name Educational Testing Service, but that the name limited the products and services customers would accept from the organization. The branding solution was to shorten the name of the organization to ETS, to attach the theme "Listening. Learning. Leading." to the company and to launch an ambitious internal campaign to change how employees related to customers and an external campaign to introduce an evolved entity to new and existing markets. Page -6- 3/16/2008 TCN/GC Joint Proposal _ P.4/GN :~ NETWORK -~w GODDARD *:CLAUSSEN Section 3: OBrA Question 1: How will we educate? The goal of this campaign is to educate the public about the land transfer tax on the May 2008 ballot. To do this effectively, it is important to develop precise messaging to break through the clutter and 'directly target the audience-the high propensity (f Il?) voters in Orange County. In today's 24-hour news cycle, people are constantly bombarded with information but they demand information to back up emotional appeals. We have built our reputation by carefully balancing right brain and left-brain stimuli in educating the public. The budget parameters you have established limit the amount of paid activity with the exception of a robust direct mail effort. Budget permitting, we would supplement the mail with radio and cable television. In addition, it will be crucial to use the Advisory Committee to carry with the free press and online. The Foundation-Direct Mail to HP Voters: Estimated Universe of 24 241 Voters in 16 791 Households With competitive primaries in the Democratic Presidential race, both Republican and Democratic gubernatorial races, as well as several local and down ballot races, Orange County will likely see an unprecedented primary turnout. In addition, North Carolina's new same-day registration may well add new voters to the equation. However, few of these voters will be focused on the Land Transfer Tax referendum. In an area where broadcast media, such as television, is inefficient or too expensive to communicate with voters, direct mail is the most cost-efficient and effective way to reach and educate voters. Voter files provide data that allow mail programs to target only those citizens most likely to vote. In Orange County, there are 24,241 people living in 16,791 households who voted in 1 of the last 4 primary elections. Direct mail works in repetition. This plan calls for a total of four pieces to go to voters. The mail will let voters know there will be a referendum on the ballot, explain how the land transfer tax works and let them know how the money will be spent. Question 2: How would we work with a citizen Advisory Board? In every election campaign we manage, and in many non-election communications programs, broad-based citizens committees are needed. A group of local citizens involved with the issue are needed to demonstrate to the pubic the depth of support for a given issue and to act as sponsoring entities for public communications activities. Page -7- 3/16/2008 TCN/GC Joint Proposal F~14/GN GODDARD *,CLAUS$EN NETWORK We believe it will be particularly important to form a citizens Advisory Board early- it will also give us the opportunity to have third parties deliver messages-messages that will be more credible when not perceived as stemming directly from the Orange County Commissioners. Over the years we have formed numerous citizens committees and we know how to manage them, how to identify principal spokespersons from among their membership, and how to use their sponsorship to the best possible effect education campaigns. How We Would Use the Committee? Some of the activities we will ask the citizen Advisory Board to undertake include: • Serving as Press Spokespeople (Our team's job is to train ... not serve as spokespeople) • Disseminating information to voters • Get out the vote (GOTV) efforts, including informing citizens when/where to vote • Authoring letters-to-the-editor and guest columns • Participating in the speakers' bureau • Educating elected officials and citizen groups • Serve as Steering Committee members • Help with viral education on line and in their communities Conclusion The activities outlined here will allow you to make an informed decision on how to proceed in educating the citizens of Orange County about the land transfer tax on the May 6, 2008 ballot. We are prepared to move rapidly to implement these activities. We will commit to you strong, day-to-day, hands on management by senior staff and project managers to ensure that the education effort is well coordinated, innovative and effective. Page -8- 3/16/2008 TCN/GC Joint Proposal 0 BUDGET PAGE -9- 3/16/2008 BUDGET I $75,350 PRIMARY EDUCATION TOOLS: • DIRECT MAIL • MATERIALS • PRESS RELEATIONS VIA ADVISORY SPOKESPEOPLE Item April May Totals Fees- Strategic counsel, creative services and on-site project management for 36-45 days $20,000 $5,000 $15;000 ,: Mail I-4: 24,241 HP Voters in 16,791 households who voted in the last 4 primary elections. • Mail 1 $ 11,300 - f$ I f ,300 • Mail 2 $ 11,600 - $ ~ I ~b(J(? • Mail 3 $ 11,600 - $ I IE,00 - • Mail4 - $11,250 ~~$11;250 Radio Production - - Radio buy - - TV Production - - - TV Cable Buy - - - Materials Development Basic fact sheets; low budget printing 1,000 - $ ~.i100 Travel, phone, fax, a-mail $2,000 $2,000 $4,~OQ TOTALS $75,750 31 BUDGET PAGE -10- 3/16/2008 BUDGET 11 $100,750 PRIMARY EDUCATION TOOLS: • DIRECT MAIL • MATERIALS • PRESS RELEATIONS VIA ADVISORY SPOKESPEOPLE • RADIO FOR 12 DAYS, 120 SPOTS Item April Niay Totals Fees- Strategic counsel, creative ser- vices and on-site project management for 36-45 days 20,000 5,000 $25,UDD i ~~ _ Mail I-4: 24,241 HP Voters in 16,791 households who voted. HP= I of the last 4 primary elections. • Mail I 11,300 - ~I $1` [,30[~ • Mail 2 I I ,600 - ~$ L~~ b00 , • Mail3 11,600 - $11.60D - • Mail 4 - $ 11,250 $ (;I ,2Sf} ~ ~= Radio Production $5,000 - $SODD i __ _ Radio buy $9,000-Estimated 75 radio spots for 7 days $9,000-Estimated 45 radio spots last week, 5 days _ $ l B,~DO TV Production - - TV Cable Buy - - Materials Development Basic fact sheets; low budget printing 1,000 $1,000 ~ $3;ODD ,'- _ Travel, phone, fax, a-mail $2,000 $2,000 _ $4:Ci0(} ...._ TOTALS ~ $100,750 3a BUDGET PAGE -11- 3/16/2008 BUDGET 111 $140,750 PRIMARY EDUCATION TOOLS: • DIRECT MAIL • MATERIALS • PRESS RELEATIONS VIA ADVISORY SPOKESPEOPLE • RADIO FOR 12 DAYS, 120 SPOTS • CABLE TELEVISION. 100 SPOTS FOR 2-WEEKS Item April May Totals Fees- Strategic counsel, creative services $20,000 $5,000 X25,000` and on-site project management for 30-45 days I Mail I-4: 24,241 HP Voters in 16,791 _ households who voted. HP= I of the last 4 primary elections. • Mail I $11,300 - $11,300 • Mail 2 ~ $1 1,600 - $1 1 600 , • Mail 3 $1 1,600 - ' $1 1,600 ' • Mai14 - ~ $I 1,250 ~ I~$~f I,?50-. - Radio Production $5,000 - $7.OQ0 ! Radio buy $9,000-Estimated $9,000-Estimated 50 ~ $;l8,ODD , 75 spots for 7 days radio spots last week ' radio spots for 5 days L.;. TV Production $15,000 - $;15,';)00 TV Cable Buy $ I I ,000 for cable $1 I ,000 for cable only $22,000 '; only (CNN and (CNN and FOX)) FOX) total of 50 TV total of 50 TV spots spots Materials Development Basic fact sheets; $2,000 $1,000 I $3 000 low budget printing ___ Travel, phone, fax, a-mail $3,000 $2,000 $5000 , - TOTALS:. $ 140,750 BUDGET PAGE -12- 3/16/2008 Rate Card-Hourly Services • Minimum and maximum billing is based on scope of work and duration of contract • Minimum rates apply for contracts negotiated for 6-months or more. Minimum per hour Maximum per hour Partners $420.00 $450.00 Senior Vice Presidents $350.00 $400.00 Vice Presidents $250.00 $275.00 Art Directors $200.00 $250.00 Account Executives $ 150.00 $175.00 Account Coordinator $ 125.00 $ 135.00 Copywriters $ 125.00 $ 150.00 Graphic Designers $ 125.00 $150.00 Assistants $75.00 $85.00 Interns/Other support $40.00 $45.00