Clark Creative Group Full to Post.pdf

2LETTER OF INTEREST

VOTER ID MARKETING CAMPAIGN PROPOSAL

STATE OF NEBRASKA VOTER IDENT I F ICAT ION MARKET ING CAMPAIGN PROPOSAL | RFP 6820 Z 1

2LETTER OF INTEREST

Matthew Hansen Dianna Gilliland

State Purchasing Bureau 1526 K Street, Suite 130 Lincoln, NE 68508

September 26, 2023

DEAR MR. HANSEN & MS. GILLILAND:

Please accept this letter of interest and proposal for Marketing Services for a statewide public education campaign on voter identification for the Nebraska Secretary of State’s office from Clark Creative Group.

We are excited about this opportunity because creating awareness campaigns has been our area of expertise for the past 30 years. Your message is an important one and we have the right experience to develop a campaign that resonates with Nebraska voters.

Established in 1992, Clark Creative Group is a full-service advertising, marketing and public relations agency with a solid track record of successful campaigns and 16 full-time team members. Key agency accounts include Visit Omaha (Omaha Convention & Visitors Bureau), Metropolitan Community College, Nebraska State Education Association, Health Center Association of Nebraska, Security National Bank, Joslyn Art Museum, Thermal Services, Valentino’s, Habitat for Humanity and Siena Francis House.

Clark Creative Group’s philosophy is that successful marketing comes from the ability to interpret research and develop strategic plans with original ideas, strong execution and a solid media strategy.

When you partner with Clark Creative Group, you get a strong and reliable account team with the experience to achieve your goals.

In addition to our dedication to exemplary work, our entire team also has a deep commitment to diversity, inclusion and equity that spans three decades. This attitude extends to client work as well:

We take seriously our role to consider diversity when putting together campaigns, websites, marketing materials and more, and put a great deal of thought into getting this just right. We are accustomed to developing campaigns in both English and Spanish and, when appropriate, other languages as well.

If chosen for this assignment, we can personally assure you that your deliverables will be extremely well done, seamlessly executed, delivered on time and billed exactly to budget. Melanie Clark will be your account executive and will personally see to it.

Thank you for considering Clark Creative Group for this exciting opportunity.

Melanie Morrissey Clark President, Clark Creative Group

Fred Clark President, Clark Creative Group

3EXECUT IVE SUMMARY

EXECUTIVE SUMMARY

Clark Creative Group has been delivering original creative, branding and measurable results for clients since 1992. Owners Fred and Melanie Clark lead a team of 16 talented professionals dedicated to research-based, cutting-edge, creative communication, client collaboration and exemplary customer service.

We are a full-service marketing firm offering creative development, media placement services, video production, content creation, copywriting, art direction and graphic design.

We are experienced at creating and implementing these types of public service and awareness campaigns and have the team in place to accomplish your goals in the timeline outlined in your RFP.

With 30 years in business, we have a long track record of success, and our longevity extends to both our clients and our team. Many of our clients have been with us 10-plus years, which in the world of marketing is a remarkably long time. We are also widely known in our industry as a great place to work, which is why most of our team has been with us 10-plus years. This kind of track record allows us to work more effectively and efficiently for our clients.

We have a reputation for our expertise in coordinating and producing public education campaigns with targeted, effective messaging. We believe the quality of production should reflect the quality of the institution, and that messages are more impactful when the overall brand, graphic elements, video products, campaign messaging and marketing strategy are part of the big picture.

There are several things that distinguish Clark Creative Group from its competition and make us the right fit for your project.

1. Extensive experience in creating public service campaigns.

We have been producing multi-faceted and multi-platformed awareness and public service campaigns for 30 years, including for the following clients: Metropolitan Community College, Omaha Convention and Visitors Bureau (Visit Omaha), Nebraska State Education Association, Health Center Association of Nebraska, Omaha Home for Boys, First Five Nebraska, Omaha Public Schools (Yes to OPS Bond Issue 2014 & 2018), Civic Nebraska, I Be Black Girl, Nebraska Broadcasters Association, University of Nebraska Public Policy Center, and the Nebraska Career Education and Innovation Foundation.

All of our campaigns are multifaceted and seek to reach various populations, including underserved, Spanish-speaking and rural communities, as well as residents in both cities and suburbs. We understand how to create messaging that resonates across each of these target markets.

4EXECUT IVE SUMMARY

2. Strong creative, design and messaging. Creative isn’t just our middle name; it’s our entire philosophy. Thanks to advances in technology, our industry has changed dramatically over the past decade, but one thing remains the same: Unless you have a strong, enticing message that speaks directly to your target audience, advertising won’t get you results, no matter where you place it or how many dollars you put behind it. Because we pair our strong messaging with a solid graphic design team led by a 20-year design expert, exceeding expectations is a common occurrence.

3. Media prowess. Our in-house media department employs the latest technology and research to plan, negotiate, purchase and track media. As one of the largest media placement agencies in the region, Clark Creative Group has solid negotiating power, and provides clients with demographic and psychographic research, competitive audits and post-campaign reporting that includes completion reports, post-schedule audits, digital campaign reports and analytics. Whether building awareness about an important issue or driving traffic to a website, research is a key component in our media planning process. It helps us determine the primary target audience and how best to reach them. By understanding consumer habits and media consumption, we maximize media spending and give our clients a more efficient return on investment.

4. In-house video production department, including a professional camera rig, LED lights, and audio gear. All footage is edited using our 2-bay Adobe Creative Cloud suites, which can handle 4K editing, visual effects and motion graphics. This ensures our clients receive the best video production value, and edits and revisions to video projects take hours instead of days. We also rely on cutting-edge collaboration platforms to allow clients the opportunity to be a part of the production process in person or online.

5. Experience marketing to diverse demographics, including underserved and marginalized populations. Key demographics for many of our clients include Hispanic and Latino communities, and we have created and placed Spanish language campaigns in television, radio, digital, social and print for Metropolitan Community College, Health Center Association of Nebraska, Siena Francis House, Metro Credit Union, Wayne State College, Nebraska State Education Association, Nebraska Organ Recovery, First Five Nebraska and more. We have also produced assets in other languages, such as Sudanese, and have resources to accomplish this.

6. Unparalleled Customer Service. We are known in our industry for responding promptly to all client requests in a timely manner, for being proactive and anticipating needs, and for always meeting deadlines. Our account team works closely with your team, updating and presenting ideas along the way. Project status updates are sent to ensure accuracy and to adhere to timelines. We also have a strict quality control policy that is applied to every piece of work before it leaves our doors and makes an impact on your goals and intended audience.

5EXECUT IVE SUMMARY

Clark Creative Group Advantages

6CORPORATE OVERV I EW

1. CORPORATE OVERVIEW

A. BIDDER IDENTIFICATION AND INFORMATION

Clark Creative Group 514 S. 13th Street Omaha, NE 68102 402-345-5800 (phone)

402-345-4858 (fax)

Clark Creative Group is an S-Corporation owned by Fred and Melanie Clark. The company was established in 1992 and has operated under the same name since its inception.

Federal Tax I.D. 47-0777249

B. FINANCIAL STATEMENTS

Clark Creative Group is a full-service marketing agency with 16 full-time employees. We have been in business for 30 years with average annual billings of $6 million. The agency serves an average of 20 active clients each year, many of whom have been with us for more than a decade. We specialize in statewide education and awareness campaigns. Our services include creative development, graphic design, video production and media placement. We are also known for our excellent customer service.

We have banked with Jim Landen at Security National Bank in Omaha for 30 years.

C. CHANGE OF OWNERSHIP

There is not an anticipated change of ownership in the next 12 months.

D. OFFICE LOCATION

The Clark Creative Group office is located at 514 S. 13th St., Omaha, NE, 68102

E. RELATIONSHIPS WITH THE STATE

Clark Creative Group has not had any contracts with the State of Nebraska in the past 3 years.

F. BIDDER’S EMPLOYEE RELATIONS WITH THE STATE

No parties named in this proposal have had a relationship with the State of Nebraska in the last 12 months.

G. CONTRACT PERFORMANCE

Clark Creative Group has not had any contract terminated for default during the past 5 years.

H. CORPORATE EXPERIENCE

The following describe Clark Creative Group’s experience providing services for projects similar to the State’s request for marketing services.

Metropolitan Community College (MCC) Marketing & Advertising Services Role: Prime Contractor Time Period of Project: January 2010 - present Scheduled Start: January 2010 Scheduled End: ongoing Planned Budget: $1,500,000 Actual Budget: $1,480,000 (varies by year, using 2022 as example)

Responsibilities: Clark Creative Group provides full-service advertising and marketing services by developing and implementing integrated, multi-channel campaigns in both English and Spanish across a variety of media platforms aimed at a variety of target markets in an effort to brand MCC as the secondary education choice for the jobs of tomorrow and to increase enrollment in MCC programs. Clark Creative Group is the Prime Contractor.

To achieve the goals outlined in MCC’s marketing plan, we provide the following services:

• Strategy Development

• Messaging Development

• Creative Development

• Creative Production

• Media Planning, Negotiation and Placement

• Analytics and Reporting

• Account Service

Each year, Metropolitan Community College’s enrollment continues to increase, as does the awareness of the college’s many offerings.

Primary Contact:

Nannette Rodriguez

Associate Vice President of Marketing, Brand and Communication nmrodriguez@mccneb.edu

(p) 531-622-2733

(f) N/A

CORPORATE OVERV I EW

Health Center Association of Nebraska (HCAN) Marketing & Advertising Services Role: Prime Contractor Time Period of Project: March 2013 - present Scheduled Start: March 2013 Scheduled End: Ongoing Planned Budget: $794,000 Actual Budget: $794,000 (varies by year, using 2022 as example)

Responsibilities: Clark Creative Group provides full-service advertising and marketing services by developing and implementing integrated, multi-channel campaigns in both English and Spanish, across a variety of media platforms, aimed at target markets across Nebraska, in order to raise awareness around open enrollment on the Health Care Exchange, changes in Medicaid, the importance of health care screenings and more. Clark Creative Group is the prime contractor.

To achieve these goals for HCAN, we provide the following services:

• Strategy Development

• Messaging Development

• Creative Development

• Creative Production

• Media Planning, Negotiation and Placement

• Analytics and Reporting

• Account Service

HCAN campaigns are awareness campaigns with calls to action typically centering around visits to the website for more information and calls to clinics for assistance. When the campaigns are running, engagement is high, with calls and walk-ins to the health centers increasing on average 22%. Patients cite radio as the primary reach medium, with billboards a close second.

Primary Contact:

Angela Lindstrom

MSIMC Integrated Marketing Director ACL@hcanebraska.org

(p) 402-932-3147

(f) N / A

Nebraska State Education Association Marketing & Advertising Services Role: Prime Contractor Time Period of Project: January 2005 - present Scheduled Start: January 2005 Scheduled End: Ongoing Planned Budget: $300,000 Actual Budget: $300,000

Responsibilities: Clark Creative Group provides full-service advertising and marketing services by developing and implementing integrated, multi-channel campaigns in both English and Spanish across a variety of media platforms aimed at a variety of target markets in an effort to educate state residents about the value of Nebraska public schools and public school teachers. Clark Creative Group is the Prime Contractor.

To achieve the goals outlined each grant, we have provide the following services:

• Strategy Development

• Messaging Development

• Creative Development

• Creative Production

• Media Planning, Negotiation and Placement

• Analytics and Reporting

• Account Service

These awareness campaigns are measured by website visits and viewer engagement on digital platforms, with high success.

Primary Contact:

Karen Kilgarin

Director of Communications and Public Affairs Nebraska State Education Association karen.kilgarin@nsea.org

(p) (402) 475-7611

(f) N/A

I. SUMMARY OF PROPOSED PERSONNEL / MANAGEMENT APPROACH

When you work with Clark Creative Group, you always get the “A” team. Whether for profit or nonprofit, you always get personalized attention from experienced professionals, which results in unparalleled creative and solid tactical strategies.

Below are biographies for each team member who would work on this campaign. Each person’s skills, education and past employment are detailed in the bios. Resumes and references are not provided because many of our team members have been with Clark Creative Group for 10-plus years and do not have these on hand, nor is everyone comfortable having their resumes and references posted on a public website after the RFP is awarded.

FRED CLARK | PRESIDENT | CREATIVE DIRECTOR

(BS IN MARKETING, NORTHWEST MISSOURI STATE)

Clark Creative Group’s President Fred Clark sits at the center of all things creative. As an art-lover who started out in broadcast television, and as Clark Creative Group’s creative engine, Fred hasn’t stopped cultivating and producing original ideas since the day CCG opened its doors in 1992.

Whether developing marketing strategies, branding companies, directing on-location filming, or writing scripts, Fred’s innovative touch is unlimited and infectious. Before CCG, Fred entered the marketing world with prior employment at American Heritage Cablevision (1980 – 1983), United Cable (1983 – 1986), Misner Advertising (1986-1988) and Culver & Associates (1988 – 1992). Fred would lead creative development and video direction for this campaign.

MELANIE MORRISSEY CLARK | PRESIDENT | ACCOUNT EXECUTIVE

(BS IN COMMUNICATIONS, UNIVERSITY OF NEBRASKA AT OMAHA)

As co-president of the agency, Melanie has steered Clark Creative Group through decades of successful business. An experienced copywriter, strategist and senior account executive, her industry experience propels her to produce exceptional communication solutions for clients and to provide each with exemplary customer service. Melanie’s passion is to give back to the community, which is why she has served on the boards of directors of many nonprofit organizations over the past 25 years, including: Inclusive Communities, Women’s Fund of Omaha, Girls Inc., CASA for Douglas County, YWCA Omaha, Voices for Children, Omaha Girls Rock, Children’s Respite Care Center and Phoenix Academy. Previous employment includes a position as Editor in Chief with J&J Publications in Omaha (1988-1992) prior to starting the agency in 1992. Melanie would serve as account executive and agency contact for this campaign.

1 1

DARYL ANDERSON | VICE PRESIDENT OF CREATIVE SERVICES

(BFA WITH CONCENTRATION IN GRAPHIC DESIGN / ADVERTISING, NORTHWEST MISSOURI STATE)

As an industry veteran with 25 years of experience, Daryl Anderson runs a tight ship in our creative pit, and his creative edge is beyond razor-sharp when it comes to design, branding, strategy and marketing trends. Daryl recently celebrated two decades with Clark Creative Group and is responsible for more successful branding and marketing campaigns than we can count. Prior to CCG, Daryl honed his creative skills as Graphics and Art Manager for Kroger/Baker’s Supermarkets. He also recently completed the year-long Inclusive Communities LeadDiversity program and is now READI—Respect, Equity, Access, Diversity and Inclusion—certified, giving him a keen eye that ensures all campaigns meet these standards. Daryl would direct and develop all graphic design for this campaign.

ANDREA NASH | VICE PRESIDENT OF MEDIA SERVICES

(BA IN JOURNALISM WITH CONCENTRATION IN ADVERTISING / PR, MIDLAND UNIVERSITY)

Andrea is our in-house online media expert, and she just celebrated 15 years with Clark Creative Group. Her knack for organization and accuracy has helped to hone her exemplary skills in planning, placing, and auditing media — from traditional to digital and everything in between. Before she joined CCG, Andrea began her career at Cox Media as a Media Account Coordinator. Talk of rating points, demographics, rate cards, digital stats and cost-per-points fills her daily vocabulary, which is why the media plans she puts together for our clients are always efficient and highly effective. Andrea would lead all media planning, placement and monitoring for this campaign.

JENNY DILLINGHAM | MEDIA BUYER

(BA IN SPEECH COMMUNICATIONS, CORNELL COLLEGE)

When it comes to paid media in this market, nobody knows the landscape better than Jenny. She has been planning and buying media for nearly 30 years, and has witnessed, and rolled with, the many changes those decades have brought to the industry. Her previous experience includes her roles as Media Director and Marketing & Sales Distribution Director at Nebraska Loves Public Schools and Marketing Analyst Manager at International Gaming Technologies. Always anxious to be on the cutting edge of what’s next, Jenny is an expert not only in traditional media, such as TV and Radio, but in all digital media, too. Jenny would assist Andrea in all statewide media functions and provide digital stat reports for this campaign.

DANNY TREJO | ART DIRECTOR

(BA IN STUDIO ART WITH CONCENTRATION IN GRAPHIC DESIGN, UNIVERSITY OF NEBRASKA AT OMAHA)

Art Director Danny Trejo has exactly what Clark Creative Group always looks for in a graphic designer: innate design sensibilities combined with the ability to think outside the box. Prior to CCG, Danny began his graphic design journey as a design intern at National Indemnity. His illustration skills are superb, and he brings to the table a solid knowledge of all phases of the design and branding process, from concept to completion. And when a creative challenge presents itself? Danny dives right in to find alternative solutions. Danny would assist Daryl in producing all graphic design elements for this campaign.

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ELIZABETH ROLLIN | GRAPHIC DESIGNER

(BA IN STUDIO ART AND BS IN JOURNALISM / MEDIA COMMUNICATION, UNIVERSITY OF NEBRASKA AT OMAHA)

Liz’s love for all things visual is evident by her eye for film photography, her experience as a gallery attendant and her thrift shop finds. Her ability to seamlessly translate these skills to her design work is apparent in the work she produces, and she brings a fresh perspective to all of Clark Creative Group’s branding and marketing campaigns. Her well-rounded marketing experience includes experience as an Account Associate for University of Nebraska at Omaha’s MaverickPR and in communications at the Bemis Center for Contemporary Arts. Liz would assist Daryl in producing all design elements for this campaign.

KARA COVRIG | TRAFFIC MANAGER

(B.S. IN ADVERTISING AND M.S. IN ORGANIZATION LEADERSHIP, WAYNE STATE COLLEGE)

In the agency world, traffic is one of the most important jobs, and Kara is the best traffic manager around. An organizational guru, she makes managing traffic deadlines and checking every detail when placing orders look easy. Her past media experiences include working as an Account Coordinator at Cox Media, an Account Executive at Clear Channel Radio and a Senior Account Manager at Signal 88. Her keen attention to detail ensures client placement runs exactly as it should, with both the correct creative and budget. Kara also leads our social media team and keeps on top of trends and changes in both paid social media placement and unpaid social media posts. Kara will be managing media traffic for this campaign.

MALLORY BART | VIDEO EDITOR

(BS IN COMMUNICATION, UNIVERSITY OF NEBRASKA AT OMAHA)

When it comes to video, Mallory brings the whole package to any project. One day you can find her on set at a video shoot—and the next day she’ll be hard at work in our in-house studio, creating, cutting and distributing television spots and videos like a pro. Mallory keeps our video editing suite organized, and always delivers projects expertly and on time. Prior experiences include a photojournalism internship at University of Nebraska at Omaha’s newspaper The Gateway, filming for UNO’s Omaha News and serving as a radio show host at UNO’s MavRadio (KVNO). Mallory will handle filming and video editing for this campaign.

PARKER GIDDINGS | CINEMATOGRAPHER | VIDEO EDITOR

(ASSOCIATES IN APPLIED SCIENCE, EMPHASIS IN VIDEO & AUDIO COMMUNICATIONS, METRO COMMUNITY COLLEGE)

A jack-of-all-trades, Parker serves as our Cinematographer and Video Editor and is our right-hand man for all things film and production. Parker has an eye for cinematography and for getting the best shots on set, and his flexibility, attention to detail and fun-loving spirit make him an integral part of our video team. On the editing side, Parker specializes in video animation, working closely with our graphics team to deliver stellar animated products that effectively communicate the message.

Before he joined Clark Creative Group, Parker worked as a nationally-certified pharmacy technician.

Parker will handle filming and video editing for this campaign.

SOPHIE CLARK | COPY WRITER | SOCIAL MEDIA MANAGER

(BFA IN CREATIVE WRITING AND BA IN ENGLISH, UNIVERSITY OF NEBRASKA AT OMAHA)

Sophie is one of those rare individuals who is talented at all creative endeavors — such as copywriting and content creation — yet also understands strategy and digital and social media. Whether it’s big picture or all in the details, Sophie just has a magical way of making it happen. Sophie’s prior marketing experience includes a corporate communications internship for two years at Union Pacific and an internship at Walnut Radio (KOMB). Sophie will serve as copy writer and social media manager for this campaign.

TIFFANY HECKENLIVELY | CHIEF FINANCIAL OFFICER

(BS IN ACCOUNTING, DES MOINES AREA COMMUNITY COLLEGE)

They say money can’t buy happiness, but sensible money management can help. Tiffany’s happy persona and unmistakable charm, along with her wealth of knowledge of the advertising industry, make her an accounting guru. Prior to her nineteen years at Clark Creative Group, Tiffany honed her finance skills as an Assistant Controller at Integer Group. Tiffany will manage all finances for this campaign.

J. SUBCONTRACTORS

Clark Creative Group handles all creative, production and media placement in-house and will not have a need for subcontractors.

Attachment A - Technical Approach

Request for Proposal Number 6820 Z1

Bidder Name: Clark Creative Group

For the following technical requirements, provide a response explaining how each requirement will be met and experience in such areas. This completed form must be submitted with the proposal response. Attach additional pages as necessary when responding to each item or provide responses to each requirement in a separate attachment.

1. UNDERSTANDING OF THE PROJECT REQUIREMENTS

Provide your understanding of the project description and scope of work.

Bidder Response:

Please refer to attachment: RFP 6820 Z1 Clark Creative Group File 5 of 6.

2. PROPOSED DEVELOPMENT APPROACH

Describe your proposed development approach including recommended quantities for media production and recommended budget for media buys. Provide a detailed breakdown for media production and media buys by media type, including recommended quantities. If there are any overhead charges or mark-ups associated with media buys, please detail those costs below.

Please refer to attachment: RFP 6820 Z1 Clark Creative Group File 5 of 6.

3. MEDIA PLANNING

Bidder must have experience finding, interpreting, and applying research to leverage the individual strengths of different mediums and channels to best reach consumers. In addition, bidder must have experience working with stakeholders and assist in integrating changes to improve concepts before launching into marketplace. Bidder must be skilled with a variety of media production techniques and implementation strategies. Describe experience.

Please refer to attachment: 6820 Z1 Clark Creative Group File 5 of 6.

4. DESIGN OF PUBLIC AWARENESS CAMPAIGN

Bidder must have experience with designing and developing creative products for a multi-month campaign that uses consistent branding in innovative, unique, and compelling methods across a wide variety of mediums to most effectively reach as many people in the target audience as possible. Bidder must be skilled in breaking down complex topics or statutory requirements into easy-to-understand materials for consumption by the general public. Bidder must be able to provide media in both English and Spanish and meet accessibility requirements. Describe experience.

5. BRANDING CREATION AND REGISTRATION

Bidder must have experience developing cohesive branding, including finalization of the visual look and feel of all media and education materials to be used to obtain maximum impact. Additionally, bidder must have knowledge of creating branding tool kits to be used by third parties. Bidder must have experience protecting and copyrighting branding, such as verifying availability and registering branding with the United States Patent and Trademark Office (“USPTO”) and the Nebraska Secretary of State as needed. Describe experience.

Bidder Response:

6. ACCOUNT SERVICES & MANAGEMENT

Bidder must have experience with using collaboration, coordination, and communication to build a successful working relationship. Bidder must have experience not only providing materials, but actively engaging with customers and stakeholders to accomplish the mission. Additionally, bidder must be able to adjust and tailor initial plans based on feedback from customers, stakeholders, and research. Describe experience.

7. MEDIA PRODUCTION EXPERIENCE AND BUYS

a. Print Media

Bidder must be skilled at content generation, writing, and being able to disseminate complex statutory requirements to the general public. In addition, bidder must have experience in graphic design and print media layout, such as for brochures, training manuals, newspapers, fact sheets, postcards, direct mailers, etc. Describe experience.

b. Video and Audio Media

Bidder must have experience with storytelling and training through audio and video tools. Bidder must understand traditional broadcast delivery channels, like television and radio, and media distribution and media buys. Additionally, bidder must have knowledge of internet platforms in releasing audio and video content. Describe experience.

c. Outdoor or Out of Home (OOH)

Bidder must have experience developing large compelling designs that may be used on billboards, busses, trucks, booths, etc. Describe experience.

d. Digital Media

Bidder must have knowledge of marketing through social media tools, like Facebook, Twitter, Instagram, YouTube, Threads, etc. Bidder must also have knowledge of native advertising or over the top (OTT) advertising used to target specific demographics. Website design and management are also important technical skills. Describe experience.

e. Media Placement

Bidder must have experience working with various media entities to secure advertising/marketing space, including but not limited to, print, digital, broadcast, etc. Describe experience.

f. Language and Accessibility

Bidder must have experience with media production in both English and Spanish, and meeting accessibility requirements. Describe experience.

8. REPORTING

To ensure the taxpayer dollars are invested in advertising and marketing in an efficient, effective, and economic manner, bidder must have the capability to report on all metrics and analytics. Describe experience.

9. WORK PLAN AND COMPLETION DATES

Provide a description of bidder’s ability to provide deliverables by the completion dates in the Request for Proposal or provide an alternative schedule for deliverables, work plan items, and completion dates.

10. DRAFTING PROCESS, REWRITES AND EDITS

Describe your creative development process, process for obtaining approvals, appropriate timeline for approvals, and rewrites and edits, and how these fit into completion dates.

11. SAMPLES

Provide three samples of work in different media for which you are most proud. Describe bidder’s role in the creation of each sample or project. If work was done by a subcontractor, clearly state the subcontractor. Attach samples or provide links to online samples.

1ATTACHMENT A - TECHN ICAL APPROACH

V. PROJECT DESCRIPTION AND SCOPE OF WORK

All items outlined in the RFP sections of Project Description and Scope of Work are addressed in the Technical Approach below.

Clark Creative Group agrees to all duties, deadlines, objectives and deliverables detailed in the Project Description and Scope of Work section of the State’s RFP and attests that our team has the skills and experience to meet each and every expectation.

Attachment A - Technical Approach Request for Proposal Number 6820 Z1 Bidder Name: Clark Creative Group

For the following technical requirements, provide a response explaining how each requirement will be met and experience in such areas.

Provide your understanding of the project description and scope of work.

It is our understanding that the Nebraska Secretary of State’s Office is seeking a qualified contractor to provide marketing services for a statewide public education campaign on voter identification. This campaign will include branding, educational materials and marketing services for an efficient and effective statewide multimedia campaign to educate Nebraska voters on voter ID requirements in advance of the May 14, 2024 statewide primary election, the Nov. 5, 2024 statewide general election and any special and local elections through the initial term. Messaging will need to target all eligible voters ages 18 and up in both English and Spanish.

Educational and branding materials will also be needed for training county election officials and election workers on the new voter ID requirements, as well as materials for use by Nebraska agencies that are required to provide opportunities for citizens to vote.

There may be optional renewal periods for future election cycles as well.

2ATTACHMENT A - TECHN ICAL APPROACH

2. PROPOSED DEVELOPMENT APPROACH

Describe your proposed development approach including recommended quantities for media production and recommended budget for media buys. Provide a detailed breakdown for media production and media buys by media type, including recommended quantities. If there are any overhead charges or mark-ups associated with media buys, please detail those costs below.

DEVELOPMENT AND PRODUCTION

Clark Creative Group excels at developing marketing strategies and messaging that works. Results depend on a stellar message and strategy, and the two must work hand-in-hand.

Every campaign starts with identifying the target audience(s), so we can develop specific messaging for each. At Clark Creative Group, we believe this process must include strong collaboration between our team and yours. The more insight you can offer, the stronger the final messaging will be.

Once we’ve gleaned information and opinions from as many stakeholders as possible, we begin our creative development process, during which we write the messaging for the campaign and create its visual identity or “brand.”

It’s critical to get the message just right, because without a strong message that resonates with your audience, media dollars are wasted. The messages and visual identity are applied to all of the assets, including television, radio, video, outdoor, digital video, digital audio, digital display and social media.

Media analysis and strategy are outlined in great detail, typically with research included. We always go the extra mile and include scripts and storyboards when proposing creative direction and messaging, because we want to make sure everyone is on the same page and 100% comfortable with the campaign’s direction. We include detailed cost estimates that are signed off on before further work begins.

Our development approach for producing the creative and messaging assets for this campaign includes the following:

• Interview stakeholders to obtain message goals and specific voter ID procedures and instructions

• Research similar campaigns in other states

• Develop key message points

• Test key message points

• Develop the overall theme or brand, including visual approach and packaging

• Develop creative campaign approach i.e., spokesperson, animation, motion graphics, etc.

• Determine creative asset needs based on media strategy

• Develop storyboards, print layouts, billboards, digital assets, social media assets

3ATTACHMENT A - TECHN ICAL APPROACH

• Test creative approach and message assets on target groups

• Determine production budgets, based on proposal

• Present creative direction to client for approval

• Develop and implement production timeline

• Upon approval of campaign creative, begin pre-production on all assets

• Produce all messaging and creative assets

• Finalize all creative production assets

• Present creative campaign assets to client for approval or changes

• Produce final campaign elements

• Distribute campaign creative assets to media outlets

• Launch campaign

Recommended Budget to Produce Campaign Assets:

These costs are based on the list provided to us in the RFP and our past experience, but production costs could scale up or down depending on creative approach and available budget.

A 20% discount has been applied for this important public service campaign.

Strategic Planning & Market Research, Development of Strategic Plan $2,500

Creative Development $5,500

Campaign Branding / Design / Brand Guide $3,500

Education Materials for County Officials, Agencies, Poll Workers $2,800

Series of (3) :30 and :15 video spots in English and Spanish for broadcast, streaming, paid social and digital platforms $25,000

Series of (3) :30 and :15 radio messages in English and Spanish for broadcast, streaming, paid social and digital platforms $7,500

(1) long-format video in English and Spanish $28,000

Print ads (2 - 3) $2,500

Direct Mail (1 - 2) $4,500

Digital ads (2 - 3) $1,800

Paid social ads (1 - 2) $700

Billboards / Outdoor (2 - 3) $2,200

Branding Toolkit $2,500

TOTAL PRODUCTION BUDGET $89,000

Note: Costs do not include printing or mailing

4ATTACHMENT A - TECHN ICAL APPROACH

PROPOSED MEDIA PLAN

Following is a media planning and buying proposal to educate Nebraskans about the changing Voter ID Requirements ahead of the 2024 May Primary and November General Election. This proposal is built to scale depending on overall budget allocation.

Costs are inclusive of media commissions and are the total costs for all media related services.

Below are goals and objectives and media recommendations. We have the capacity to start work on this campaign immediately.

CAMPAIGN GOALS

• Educate Nebraska’s voting age population, county officials and election workers about the voter ID process

• Build awareness about the new voter ID requirement changes

• Update messaging for specific targeted areas throughout the campaign as needed

MEDIA RECOMMENDATIONS

Target Audience

• Adults 18+; Spanish and English language

Target Media Market

• Statewide Nebraska

Flight Dates

• Primary Phase: February 2024 – May 2024 Primary Election; 12 weeks flighted

• General Phase: August 2024-November 2024 General Election; 12 weeks flighted

5ATTACHMENT A - TECHN ICAL APPROACH

Media Strategy

A combination of Spanish and English language radio, TV, print, digital media, OOH and paid social media will reach our target audience with a message encouraging them to make sure they are familiar with the Voting ID requirement changes.

• Radio - Radio will serve as the primary frequency medium. Nielsen ratings will be used to determine English and Spanish station selections to reach the target audience most effectively.

• TV - Spanish and English language video assets will run on statewide Telemundo and Nebraska

• Digital – Digital Display and Video will run for the full 12-week flight. Streaming CTV will also run,

• Print - A series of Spanish Language print ads will run in publications throughout Nebraska,

• Out of Home (OOH) – Boards in Omaha, Lincoln, Grand Island and various larger Nebraska communities will run during each of the flights.

• Paid Social Media - Facebook/Instragram video and image ad campaigns will target both English and Spanish language Adults 18+.

PRIMARY PHASE: February ’24-May ’24 Primary Election; 12 weeks flighted Radio Radio will continue throughout the Primary phase on targeted English and Spanish radio across the state.

- Flight Dates: 12 weeks flighted; 8 weeks ‘on’

Statewide Radio Total: $70,000

Spanish Language Television Flood Network: Telemundo & News Channel Nebraska (NCN) Spanish & English language video assets will run on Telemundo and News Channel Nebraska (NCN).

- Markets: Statewide Nebraska

- Flight Dates: Feb ’24 – May ‘24 (increasing frequency leading up to May Primary Election);

12 weeks flighted.

Flood Network TV Total: $35,000

6ATTACHMENT A - TECHN ICAL APPROACH

Broadcast TV Select programming on large-signal broadcast stations around the state will include KETV, WOWT (Omaha); KOLN, KHAS (Lincoln-Kearney-Hastings-Grand Island); KNOP (North Platte); KSTF, KGWN, NGWN (Scottsbluff/Chadron); KTIV (Sioux City).

- Markets: Omaha, Lincoln, Kearney/Hastings/GI, South Sioux City

- Flight Dates: Jan ’24 – May ‘24 (increasing frequency leading up to May Primary Election);

12 weeks flighted.

Broadcast TV Total: $75,000

Digital: Display/Video/Streaming/Addressable Household Targeting Digital Display/Video targeting Adults 18+ will be included to increase overall reach of the campaign – especially to younger Nebraskans. Addressable digital advertising will also be considered. Streaming CTV (HULU, Sling TV etc) will be included to target low-broadcast viewers.

- Markets: Statewide Nebraska

- Estimated Impressions: 3,500,000

- Flight Dates: Feb ’24 – May ‘24 (increasing frequency leading up to May Primary Election); 12 weeks.

Digital Total: $70,000

Statewide Newspaper Display Program (English language) Display Ads in 152 Daily/Weekly Newspapers across the state. (Excludes OWH & LJS)

- Circulation: 233,128

- Size: 2”x6” B/W

- Total Insertions: 2 Statewide Newspaper Total: $5,300

Spanish Language Print Size: ½ page, B&W Total Insertions: 1 per publication Publications:

Mundo Latino Central (Grand Island, Kearney, Lexington, Hastings, Crete, Schuyler, Columbus, Madison, Norfolk), Mundo Latino Siouxland (South Sioux City, Dakota City, Wakefield, Sioux City, Storm Lake), Mundo Latino Omaha (Omaha, Bellevue, Council Bluffs, Lincoln, Fremont), El Perico (Omaha), Buenos Dias Nebraska (Grand Island) and Que Pasa (Lexington).

Spanish Newspaper Total: $6,500

7ATTACHMENT A - TECHN ICAL APPROACH

OOH

7 total billboards in Nebraska communities will run for 8 weeks from late March-early May.

Omaha, Lincoln, Grand Island/Kearney, Columbus, Scottsbluff, Norfolk, South Sioux City locations will be considered.

OOH Total: $30,000

Paid Social – Facebook & Instagram Goal & KPI: Reach Target: Adults 18+ Geo: Entire State of Nebraska

- Flight Dates: February ’24 – May ‘24 Primary Election; 12 weeks

- Estimated Audience: 1,300,000-1,500,000

- Estimated Daily Reach: 43,000-125,000

Paid Social Total: $10,000

PRIMARY PHASE TOTAL: $301,800

GENERAL PHASE: August ’24 – November ’24 General Election Radio A final 8-week radio push will run prior to the November ’24 General Election.

- Flight Dates: Aug ’24 – Nov ’24; 12 weeks; 8 weeks ‘on’ Statewide Radio Total: $70,000

Television Flood Network: Telemundo & News Channel Nebraska Spanish & English language video assets will run on Telemundo and News Channel Nebraska.

- Markets: Statewide Nebraska

- Flight Dates: Aug ’24 – Nov ‘24 (increasing frequency leading up to the November ‘24 Election);

12 weeks flighted.

Flood Network TV Total: $35,000

Broadcast TV Select programming on large-signal broadcast stations around the state will include KETV, WOWT (Omaha); KOLN, KHAS (Lincoln-Kearney-Hastings-Grand Island); KNOP (North Platte); KSTF, KGWN, NGWN (Scottsbluff/Chadron); KTIV (Sioux City).

- Markets: Omaha, Lincoln, Kearney/Hastings/GI, South Sioux City

- Flight Dates: Aug ’24 – Nov ‘24 (increasing frequency leading up to November General Election);

12 weeks flighted.

Broadcast TV Total: $75,000

8ATTACHMENT A - TECHN ICAL APPROACH

Digital: Display/Video/Streaming/Addressable Household Targeting Digital Display/Video targeting Adults 18+ will be included to increase overall reach of the campaign – especially to younger Nebraskans. Addressable digital advertising will also be considered. Streaming CTV (HULU, Sling TV etc) will be included to target low-broadcast viewers.

- Markets: Statewide Nebraska

- Estimated Impressions: 3,500,000

- Flight Dates: Aug ’24 – Nov ‘24 (increasing frequency leading up to November General Election);

12 weeks.

Digital Total: $70,000

Statewide Newspaper Display Program (English language) Display Ads in 152 Daily/Weekly Newspapers across the state. (Excludes OWH & LJS)

- Circulation: 233,128

- Size: 2”x6” B/W

- Total Insertions: 2

Statewide Newspaper Total: $5,300

Spanish Language Print Size: ½ page, B&W Total Insertions: 1 per publication Publications:

Mundo Latino Central (Grand Island, Kearney, Lexington, Hastings, Crete, Schuyler, Columbus, Madison, Norfolk), Mundo Latino Siouxland (South Sioux City, Dakota City, Wakefield, Sioux City, Storm Lake), Mundo Latino Omaha (Omaha, Bellevue, Council Bluffs, Lincoln, Fremont), El Perico (Omaha), Buenos Dias Nebraska (Grand Island) and Que Pasa (Lexington).

Spanish Newspaper Total: $6,500

OOH

7 total billboards in Nebraska communities will run for 8 weeks from late September through early November. Omaha, Lincoln, Grand Island/Kearney, Columbus, Scottsbluff, Norfolk, South Sioux City locations will be considered.

OOH Total: $30,000

9ATTACHMENT A - TECHN ICAL APPROACH

Paid Social – Facebook & Instagram Goa & KPI: Reach Target: Adults 18+ Geo: Statewide Nebraska

- Flight Dates: August ’24 – November ’24 General Election; 12 weeks

- Campaigns: English & Spanish Language

- Estimated Audience: 1,300,000-1,500,000

- Estimated Daily Reach: 37,000-107,000 Paid Social Total: $10,000

GENERAL ELECTION TOTAL: $301,800

TOTAL MEDIA BUDGET

Primary Phase: $301,800

General Phase: $301,800

MEDIA PROPOSED TOTAL: $603,600

10ATTACHMENT A - TECHN ICAL APPROACH

3. MEDIA PLANNING

Bidder must have experience finding, interpreting, and applying research to leverage the individual strengths of different mediums and channels to best reach consumers. In addition, bidder must have experience working with stakeholders and assist in integrating changes to improve concepts before launching into marketplace. Bidder must be skilled with a variety of media production techniques and implementation strategies. Describe experience.

MEDIA PLANNING, BUYING & TRACKING CAPABILITIES

Clark Creative Group houses a media team that is grounded in traditional media while staying digitally focused and progressively aware of all the latest platforms and channels. This allows us to effectively get your messages in front of the right target audience while maximizing the media spend.

Our experience and services include local, statewide, regional and national planning and activation of the following mediums:

• Broadcast: TV and radio

• Advanced TV (OTT, CTV, Addressable)

• Terrestrial, Satellite Radio & Digital Audio

• Digital and Mobile Programmatic Display, Video, Native

• Search Engine and Email Marketing

• Print and Outdoor Media

• Social Media Strategy & Management, Paid Social Placement

Our media team is always accessible to Clark Creative Group clients to review and evaluate new media opportunities, talk through research or collaborate on media planning.

THE MEDIA PROCESS

MEDIA PLANNING

For us, media planning means we find your audience and engage them with your message. Data fuels this accuracy. Focused media strategy maximizes the efficiency of your budget. Whether your audience is a single decision maker, or several million end users, we’ll find them and put you front and center. There’s no textbook; it’s an individual, holistic process. Our media team evaluates all aspects of client goals, industry trends, data, analytics, market trends and media consumption to inform a solid omni-channel strategy. Forming a cohesive media strategy enables us to deliver a media plan with key client goals in mind.

1 1ATTACHMENT A - TECHN ICAL APPROACH

CLIENT NAME MEDIA SUMMARY

DATE

CAMPAIGN NAME TARGET (ie: W35-49) Publication/Station/Vendor Placement Reach / Freq / Impressions Media Type Device KPI Assets Needed Run Date(s) Due to Vendor Cost

Television or Radio Broadcast TV: XYZ Stations or Radio: XYZ Stations 87.9% / 11.2 Freq Broadcast / Radio n/a n/a :30s Video 15 weeks 5.12 $XXX,XXX 2,540,422 :30s Audio 5/17 - 8/29

Markets:

Streaming/OTT Streaming TV: XYZ Vendors 625,000 Streaming Cross Device Reach :30s Video 15 weeks 5.12 $XXX,XXX 5/17 - 8/29

Markets:

HULU Streaming TV: W35-49 1,435,407 CTV Cross Device Reach :30s Video 5/24 - 8/29 5.12 $XXX,XXX Targeting: Minneapolis & Kansas City City-Level Geo (Not DMA)

Markets: Esimated Reach / Freq: 598,086 Reach / 2.4 Freq

Digital Audio Digital Audio: XYZ Vendor 52% Reach / 2.0 Freq Digital Audio Cross Device Reach :30s Audio 15 weeks 5.12 $XXX,XXX 1,150,000 Companion Banner

Markets:

Paid Social Facebook / Instagram: TBD Digital: Social Cross Device Video: VCR :15s Video 15 weeks 5.12 $XXX,XXX Display: CTR Image & Copy

Markets: Goal: Website Visits

Digital Standard Display 15,885,185 Digital Display Cross Device CTR Various Display Sizes 3/15-12/31 3.1 $XXX,XXX Conversion Goal: Downloads of App Secondary: Conversions

Markets:

Digital Digital Video 5,300,834 Digital Video Cross Device VCR/CTR :15s 3/15-12/31 3.1 $XXX,XXX Conversion Goal: Downloads of App Secondary: Conversions

Markets:

Digital Retargeting 1,580,282 Digital Display Cross Device CTR Various Display Sizes 3/15-12/31 3.1 $XXX,XXX Conversion Goal: Downloads of App Secondary: Conversions

Markets:

Digital SEM-Branded & Non Branded Keywords, Pixel Tracking, Sitelinks, Call Extensions CPC Campaign SEM Cross Device CTR Text Ad 1/1-12/31 12.15 $XXX,XXX Conversion Goal: Request information 8,725 Estimate Clicks

Markets:

Total Impressions 28,517,130 CAMPAIGN TOTAL $XXX,XXX

MEDIA SUMMARY SAMPLE

AUDIENCE ANALYSIS

We understand how your audience consumes media and how the role media plays in their lifestyle translates into where and how we reach them.

Discovering the demographics and media consumption…