CN-700000-18020.pdf

EXHIBIT 1

EXHIBIT 2

CONTRACTOR’S PROPSAL FOR

RFP 18-049 – MEDIA BUYING SERVICES

3.6.2. Tab A - Executive Summary

Sachs Media Group has a proven track record helping clients successfully raise the visibility of their brands through strategic messaging, media outreach, and targeted advertising to achieve their client’s objectives through smart, creative, and cost-effective communications strategies.

We will deploy a multi-disciplinary, team to work with the staff of the Florida Department of

Corrections to implement and engage its target audience and boost correctional officer recruitment.

Among our strengths is our team’s expertise at messaging via paid, earned, shared, and owned media – using internal and external communication networks to help spread the word. This involves delivering messages through websites, print, social media platforms, newsletters, member contact lists, internal magazines, and other channels. We also have first-hand experience negotiating with media organizations, such as iHeartMedia, to work with us to provide significant, additional value and exposure for paid advertisements, far beyond the paid placement.

In the job marketplace, employees use a variety of methods to search for possible careers. At times, experienced officers or exceptional benefits will be the rationale that attracts these recruits.

For others, it’s their family history, the possibility of earning a college degree without financing their education, or the security of having a premier retirement plan. We believe the Florida

Department of Corrections offers all of these appealing incentives and more, including the commitment to helping officers advance their careers by providing tuition and fee waivers, and the opportunity to have a career with or without a college degree.

Based upon the Department’s goals, we will work with you to establish the best possible multimedia mix that will not only meet, but exceed your expectations.

Through our work together, we intend to help you define and package “The FDOC Experience” as a powerful recruitment tool. By packaging the experience of being a correctional officer, we can help prospective employees envision themselves as part of the FDOC family.

3.6.2.1. Articles of Incorporation

Name change from Ron Sachs Communications to Sachs Media Group

Ron Sachs Communications

3.6.2.2. As an officer of Sachs Media Group, I attest that no one employed at this firm is also a state employee, nor that any state employee owns five percent (5%) interest or more in the firm or its affiliates or any parent corporation.

3.6.2.3. No subcontractor will be used for this Contract.

3.6.2.4. As an officer of Sachs Media Group, I certify that my Agency has no interest, and shall not acquire any interest which will conflict with their performance of the services required under this RFP.

3.6.2.5. Sachs Media Group, and all entities of or related to the Vendor (including parent company and subsidiaries of the parent company; divisions of parent company or of

Vendor; or subcontractors) have never been convicted of fraud or of deceit or unlawful business dealings related to the services contemplated by this RFP, nor entered into any type of settlement agreement concerning a business practice, including services contemplated by this RFP, in response to civil or criminal action, or have been the subject of any complaint, action, investigation or suit involving any other type of dealings contrary to federal, state, or other regulatory agency regulations.

3.6.2.6. A signed and certified Attachment II.

3.6.3. TAB B Business/Corporate Experience and Qualifications

3.6.3.1 Narrative/Record of Past Experience

a. Sachs Media Group is prepared to treat this campaign as a top priority and to create a highly effective campaign to raise awareness of the Department’s career options. Given

Sachs Media Group’s extensive experience in reaching and engaging distinct audiences, we anticipate employing very targeted strategies that treat this population as the unique demographic that it is.

Sachs Media Group will use a balanced approach to the Department’s advertising and promotions objectives — a practical, sustainable strategy that will leverage positive outcomes and measurable, achievable results using paid, earned, shared, and owned media strategies. Armed with the information we glean from our onboarding process with key Department personnel and from the Department’s objectives, Sachs Media will carefully select its media channels, create messaging that will resonate with target audiences, then seamlessly blend paid and organic content with a defined call to action.

We will leverage our relationships with traditional media outlets, mass media, and social/digital platforms to work toward the goal of ultimately raising the Department’s brand and recruiting potential candidates for a career as a correctional officer.

Too often, a one-size-fits-all approach is applied to such campaigns. Sachs Media instead will judiciously customize our approach, messaging, collateral, and mix of media to achieve the best results. All plans and media buys are fluid and may be modified accordingly, to enhance the campaign to achieve the best results.

Past Experience

Florida Department of Veterans’ Affairs

In 2012 Sachs Media Group was engaged to rebrand the Florida Department of

Veterans’ Affairs (FDVA) and streamline all its communication vehicles and tactics. The primary objective was to better reach veterans who were not receiving all the benefits to which they were entitled – especially Vietnam veterans, women veterans, and recently returning veterans.

Our team guided the Department’s leadership through our proprietary branding process and helped them clarify and refocus their mission, vision, and values. We analyzed why these three target audiences are hard to reach and identified effective ways to get the message to them. As an outgrowth of this analysis we developed a new logo, slogan, and style guide for the

Department. Our team also redesigned the Department’s website, brought to market a smartphone app that more easily links veterans to services and critical information, and leveraged social media platforms to reach the identified targets.

Additionally, we created a wide variety of standard materials for the Department’s use, including brochure templates, public service announcements, print and web advertisements, display banners, branded electronic newsletters, screensavers, and internal document templates. The new brand was launched at a statewide news conference in Tallahassee that garnered nearly two dozen positive news and editorial pieces. The results were almost immediate: Within the first six months of this project, website page views increased by approximately 8,000 a month, Department newsletter subscriptions climbed more than 2,300, the Department’s Facebook fan base grew 550 percent, and the website’s more intuitive navigation allowed visitors to spend an average of 4.5 minutes less per visit. Through Facebook outreach, Vietnam-era males ages 55–

64 became the Department’s largest online audience. The campaign earned the prestigious

Florida Public Relations Association Dick Pope All Florida Grand Golden Image Award in August

2013, the industry association’s highest statewide honor.

Explore Adoption.

Sachs Media Group was engaged by the State of Florida to create a comprehensive branding, public relations, and marketing campaign to generate enhanced interest and change attitudes about adopting children in state care, especially children who are older, disabled, or part of a sibling group. The initiative, “Explore Adoption,” focused on public education, expanded partnerships with key organizations and stakeholders, web-based outreach and a mass media campaign.

Sachs Media negotiated a statewide media buy and for every paid spot, we received seven bonus TV spots on cable and three bonus spots on network-affiliate stations. We forged key partnerships with relevant organizations that played a central role in helping us spread the public adoption message. We used our partners’ websites, publications, newsletters, and conferences to expose members to “Explore Adoption.” We drafted articles, provided pictures and bios of available children, printed materials, and online and print advertising, which were featured for no charge by our partners. We also created a marketing kit equipped with materials about adopting older children, sibling groups, and children with disabilities, as well as brochures in English and

Spanish, window clings, and copies of the commercials and TV special, to help our partners successfully educate and recruit potential adoptive parents. We were able to increase interest and awareness of adoption as measured by the increased number of phone calls to Florida’s

Adoption Information Center, and to increase unique visitors to the newly designed “Explore

Adoption” website. Through our campaign and the statewide partners, Florida set records for two years in a row in the number of finalized public adoptions and was recognized in 2009 by the federal government as best among the states in increasing public adoptions.

Rally in Tally

Sachs Media Group was asked to turn out the largest education rally in Florida history and then focus attention on it to generate extensive, statewide media coverage in support of the Florida

Tax Credit Scholarship, which was under threat from a lawsuit by the teachers union.

In 2014, the Florida teachers union filed a lawsuit that sought to end the Florida Tax Credit

Scholarship, which would have the effect of evicting nearly 80,000 poor, mostly black and

Hispanic children from their schools. The day after the nation honored Dr. Martin Luther King Jr., we enlisted his son, Martin Luther King III, and other influential civil rights leaders to inspire a rally of more than 10,000 parents, teachers, and students to come to Tallahassee and urge the teachers union to “Drop The Suit!”

We deployed numerous different tactics to ensure success and media coverage, and created an internal pitch team and divided up the media markets. We localized the pitch for each region, providing reporters with data about the number of children affected locally and a personal story of a parent in that area who could be available for interviews. We notified press of bus loading times, so they could get interviews and b-roll with rally participants before the buses left for

Tallahassee. We created a comprehensive digital media kit, including a rally schedule, press release, speaker biographies, and facts sheets about cost savings, the lawsuit, and academic performance, as well as video clips, audio clips and b-roll, all leading to front page coverage in eight Florida newspapers.

Following the successful rally, we built upon the earned media coverage to conceptualize, design, and place a full-page newspaper ad in the capital city’s newspaper — the Tallahassee

Democrat — that highlighted the rally’s messages. And we produced a television spot and leveraged and amplified the earned media coverage at the rally to create and place a 60-second spot, digital ads, and op-eds in strategic markets that highlighted the rally’s messages.

b. The Vendor’s business plan and administrative structure. The Vendor’s organizational structure shall be described with clear lines of authority depicted.

Our team approach ensures active senior management involvement in all client accounts and access to the expertise of all team members. Each account is managed by a vice president-level manager, supported by a multidisciplinary team, and regularly informed by the strategic thinking of the entire senior management staff.

As part of this approach, we work to:

● Understand our client’s business

● Establish a plan tied to its business objectives

● Identify key target audiences and influencers

● Determine strategies, messages, and channels to reach and influence key audiences

● Measure results and adjust strategy if necessary

Our ethic is to achieve meaningful results that move clients closer to their strategic goals in measurable ways. If one course of action or set of tactics doesn’t work or if the landscape changes and adjustments are needed, we are able to pivot and change direction. We are not satisfied just delivering outputs, but rather achieving strategic outcomes. Since we frequently create and implement large, complex communication and media buying campaigns for clients, we adhere to a proven process for managing, checking, and measuring progress against goals.

Sachs Media Group Awards include:

● Top-3 Travel & Economic Development PR Firm in Florida (Top-20 in the nation)

(O’Dwyer’s PR News & PR Firm Rankings 2017)

● 100+ ADDY Advertising Awards

● 6 Suncoast Emmy Awards

● 3 National Gold Digital/Social Bulldog Awards

● 2 FPRA All-Florida Golden Image Awards

● 1 National Pollie Award for Public Affairs

c. Current and/or past similar contracts (within the last five (5) years)

Capital Health Plan

Estimated contract value: $75,000+ to date

Contract term: OCT 2015- DEC 2017

Current: This is an ongoing annual recurring Tallahassee media plan for open enrollment

Services: Local radio, iHeartRadio, Cable TV, Broadcast TV, and outdoor

Details: Added an extra week to the radio rotation, offered additional opportunity to provide the client with additional exposure during their campaign.

Contract Manager: Lauren Helm. (850) 383-3444, lahelm@chp.org, 1545 Raymond

Diehl Rd #300, Tallahassee, FL 32308

People’s Trust Insurance

Estimated contract value: $1,624,000 Contract term: SEP 2016 – MAR 2017 Reason for contract end: Contract ended.

Services: Multi-market brand awareness campaign Local radio, iHeartRadio, and Outdoor

Details: We secured added value opportunities in the form of mobile and desktop clickable companion ads for radio, and 10-15 percent discounts in production costs, bonus digital billboard ad runs, and additional bonus spots on some of their utilized radio stations.

Contract Manager: Amy Rosen, (847) 977-9740, arosen@pti.insure, 18 People's Trust Way, Deerfield Beach, FL 33441-6270 mailto:lahelm@chp.org mailto:arosen@pti.insure

Black Alliance for Educational Opportunity (Florida School Choice) Estimated contract value: $300,000+

Contract term: JAN 2015- JAN 2017

Reason for contract end: Campaign ended when the Florida Supreme Court ruled in favor of our client’s issue.

Services: Multi-market political issue campaign regarding teachers union lawsuit Cable

TV, Broadcast TV

Details: We were able to negotiation bonus spots on cable television during prime time.

Contract Manager: John Kirtley, (813) 310-7122 jfk@jfkintampa.com, 511 W. Bay Street, Ste.

363, Tampa, FL 33606

FL Kidcare/FL Healthy Kids Estimated contract value: $257,000+ Contract term: JUL

2014 – NOV 2016

Reason for contract end: Contract with client ended.

Services: Multi-market campaign for statewide open enrollment of insurance for low income families

Local radio, Network radio, iHeartRadio, and Outdoor

Details: Provided timely monthly reports to allow for analysis of the campaign, added value included: Featured news story on Florida News Network and an interview on Florida Roundtable

(a weekly radio news discussion about issues affecting Florida.) Contract Manager: Christie

Ricci, (850) 566-3005, riccic@healthykids.org, 661 E Jefferson St # 200, Tallahassee, FL 32301 mailto:jfk@jfkintampa.com mailto:jfk@jfkintampa.com mailto:riccic@healthykids.org

d. A copy of the most recent contract management reviews, evaluations, audits, or similar documents for those Contracts identified under Section 3.6.3.1. c. above.

Our contracts are proprietary in nature and because these clients are public entities, we are not able to provide any responsive documents. However, we would direct you to page 19 which includes client references who will be able to share the quality of service they received from

Sachs Media Group.

e. A summary of any exemplary or qualitative findings, recommendations, or other validations, demonstrating operational experience (i.e. specialized accreditations, grant awards, etc.).

Sachs Media Group is unique among its peers as one of the top marketing and communications firms in the Southeastern United States. Our Breakthrough Research Division is led by a Ph.D.

researcher with specialties in original data collection, cutting-edge analysis, market analysis and message testing, and policy papers with original insights. We start with collecting the most relevant, up-to-date and reliable data. If such information doesn't already exist, we generate it through original research. With strong data on hand, step two is putting it to the test to answer questions, provide insights, and guide strategy.

We use quantitative methods to deliver actionable intel.

Our expertise includes public opinion research, demographic studies, qualitative research including focus groups, statistical analysis, data visualization, market analysis and message testing, online monitoring, policy papers, and analytics to measure marketing effectiveness.

Similar projects that we have engaged in include: research to increase student interest in future careers in pharmacy, both in general and specific to one Florida college’s program; research to increase student interest in future careers in insurance and risk management; research to determine levels of professional satisfaction among those employed in different Florida job sectors; and more.

f. Identification of all intended subcontractors performing any service delivery, and include a statement indicating the percentage of work to be completed by the Vendor, and each subcontractor, as measured by percentage of the total Contract.

All of the services for this contract will be led and coordinated by Sachs Media Group. We do not intend to work with any subcontractor for this campaign.

g. A summary of any ongoing litigation with an indication as to whether a negative outcome would have potential material impact on the Vendor. If none, then the Vendor should provide a statement to that effect.

Sachs Media Group is not involved in any ongoing litigation.

3.6.3.2. Business/Corporate Background

The following corporate details for the Vendor and each subcontractor, if applicable, shall be provided:

a. Date established: January 1, 1996

b. Ownership (public company, partnership, subsidiary, etc): S Corporation

c. Federal tax identification number (FEIN #): 59-3348458

d. Primary type of business and the number of years conducting primary business:

Public Relations and Public Affairs, in business for 22 years

e. Total number of employees: 28 full-time employees

f. National accreditations, memberships in professional associations, or other similar credentials:

Florida Public Relations Association, Capital Tiger Bay Club, Economic Club of Florida, Florida

Chamber of Commerce, Florida TaxWatch, Gadsden County Chamber of Commerce, Greater

Tallahassee Chamber of Commerce, PR Council, and The Worldcom Group

3.6.3.3. Business Corporate References

3.6.4. TAB C - Project Staffing

Ron Sachs Founder and Chief Executive Officer

Profile

Ron Sachs is considered to be among the top media consultants and crisis managers in the

U.S. today. As founder and CEO of Sachs Media Group (SMG), he has built it into Florida’s top

PR firm, according to trade journals PR Week and O’Dwyer’s. As a career communicator, Sachs made his mark as an investigative journalist for the Miami Herald and as an Emmy Award-winning producer and commentator for Channel 10 WPLG-TV in Miami.

Since its launch in 1996, Sachs Media Group has grown into an award-winning integrated communications firm providing excellent services in public relations, crisis management, cause marketing and public education initiatives, advertising, graphic design, and video and multimedia production. Among the dozens of major campaigns the firm has successfully accomplished are:

● Florida Governor’s Explore Adoption initiative to promote public adoption;

● Voluntary Pre-K Amendment, a statewide constitutional amendment campaign to make

Pre-K education universally available in Florida;

● Drive for Life: The National Safe Driving Test & Initiative, initiative to promote driver safety among new and experienced drivers;

● Faces of Climate Change In Florida, a joint project of the Environmental Defense Fund and the Florida Wildlife Federation, and;

● The National Hurricane Survival Initiative, a joint effort of the National Hurricane Center, the National Emergency Management Association, and The Salvation Army.

Work History

1996 – Present. Founder and CEO, Sachs Media Group

1992 – 1996. Director of Communications, Executive Office of the Governor, Governor Lawton Chiles.

1990 – 1992. Director of Communications, Florida Education Association.

1988 – 1989. Columnist/Media Critic, The Review Newspapers.

1981 – 1987. Editorial Director, WPLG-TV/ABC Affiliate.

1980 – 1981. Account Executive, Hank Meyer Associates/Public Relations.

1978 – 1980. Editor-in-Chief, Miami/South Florida Magazine.

1977 – 1978. Adjunct Lecturer/College of Journalism, University of Florida.

1976 – 1977. Deputy Press Secretary/Senior Speechwriter, Executive Office of the Governor, Governor Reubin Askew 1972 – 1976.

Staff Writer, The Miami Herald.

Achievements

● 2012/2013 Campaign Chair, United Way of the Big Bend

● 2011 Communicator of the Year, Florida Public Relations Association Capital Chapter

● Association of Fundraising Professionals, Philanthropist of the Year 2011

● Florida Public Relations Association, Dick Pope All Florida Golden Image Award, 2009

● American Advertising Federation of Tallahassee’s 2008-09 Silver Medal Award

● Mary Brogan Museum of Arts & Science DaVinci Award of the Decade, 2008

● Leadership Florida “Distinguished Member Award”, 2008

● Chairman, Greater Tallahassee Chamber of Commerce, 2007-2008

● Chairman, Leadership Florida, 2005-2006

● Jim Moran Institute “Entrepreneur of the Year,” 2005

● Tallahassee Chamber “Leader of the Year”, 2003

● Small Business of the Year 1999

● National Broadcast Editorial Association "Award of Excellence" 1986 "America's Best

Television Editorials"

● 2017 Greater Tallahassee Chamber of Commerce Godfrey Smith Past Chairman's

Award, Emmy Awards

● Suncoast Region of the National Academy of Television Arts and Sciences “UWBB

Apathy” public service announcement campaign, 2013

● Suncoast Chapter of the National Academy of Television Arts and Sciences

“Quality of Life” public service announcement campaign, 2010

● Suncoast Chapter of the National Academy of Television Arts and Sciences

“Prevent Child Abuse” public service announcement campaign series, 2010

● Executive Producer/Public Service Announcements

“The Faces of Climate Change in Florida” 2008

Executive Producer/Documentary

● “The National Hurricane Survival Test” 2006

Producer/Documentary

● “Cocaine: The Lady is a Killer” WPLG-TV 1985

Memberships

● The Governors Club, Member of Board of Governors, 2008

● Tallahassee Chamber of Commerce/Chair, 2007

● Leadership Florida/Chairman, 2005

● Brogan Museum of Art and Science/Member of Board of Directors

● Leon County Schools Foundation/ Board of Directors

● Leon County Community Board-Capital City Bank, 2013

● The Florida Chamber Foundation Board of Trustees, 2014

● PR Council, 2014

● Florida Tax Watch Board of Trustees, 2015

● Economic Club of Florida, 2016

● Children’s Movement of Florida Board, 2016

Taught university-level journalism courses at:

● University of Florida

● Florida International University

● Barry University

● University of Miami

Education

Bachelors of Arts in Journalism & Communications | University of Florida | Gainesville, FL

Michelle Ubben Partner and President

Award-winning veteran communicator with 14 years of senior-level government experience and

20 years of agency management experience. Skilled in strategic planning and messaging, integrated communications, results-oriented account management, and persuasive writing.

Winner of a 2015 Top Women in PR Award from PR News, a national Gracie Award in 2014 for a documentary program she produced about sexual abuse, a 2008 international Stevie Award for Women in Business, and a 2006 finalist for the National Public Relations Executive of the

Year. She also was named one of the 25 Women You Need to Know by the Tallahassee

Democrat and a Woman of Distinction by the Girl Scouts of the Florida Panhandle. Under her leadership, the firm was named the best PR Agency of the Year of its size, best PR agency for

Non-Profit Communications, and one of Florida Trend’s 100 Best Companies to work for. With an M.A. in Rhetoric from Florida State University and a B.A. in Journalism from the University of

Central Florida, she has extensive expertise in strategic messaging and promoting behavior change. The work she directed to rebrand the Florida Department of Veterans’ Affairs earned the

All-Florida Grand Golden Image Award for the top public relations campaign of the year in 2012.

An adoptive mother herself, she spearheaded very successful campaigns to promote public adoption, prevent child abuse, and encourage child abuse reporting.

2017 - present. President, Sachs Media Group.

Management of one of Florida’s and the nation’s top independent communications firms.

Responsible for senior-level strategy, corporate direction and growth, culture and talent.

1999 – 2017. Senior Strategist, then Chief Operating Officer, Sachs Media Group.

Senior oversight of 30-member communications firm, with responsibility for strategic planning and execution of communications strategies for approximately 35 client accounts and special projects.

1995-1999. Communications Director, Department of Children and Families.

Managed communications for what was the largest social services agency in the nation and its predecessor, the Department of Health and Rehabilitative Services. Created and executed communication plans, managed staff of communications professionals, organized news events, wrote news releases and speeches.

1990-1995. Communications Director, Department of Agriculture and Consumer Services.

Created and executed communication plans, managed staff of communications professionals, organized news events, wrote news releases and speeches.

1988-1990. Communications Director, Florida Senate.

Primary media spokesperson for Senate President. Organized news events, wrote news releases and speeches, coordinated media during two regular legislative sessions and a special session on abortion that garnered national news coverage.

1987-1988. Press Secretary, Bill Gunter for U.S. Senate Campaign.

Conducted media interviews, organized news events, wrote news releases and speeches.

1984-1987. Deputy Press Secretary, Department of Insurance and Treasurer. Responded to media inquiries and conducted media interviews. Wrote news releases and speeches.

1981-1983. Reporter, Sentinel Star (now the Orlando Sentinel).

Covered news and wrote news stories.

1980-1981. Reporter, The Mirror Newspapers. Wrote news stories and took news photographs.

Chair, Women United 2018, a campaign of the United Way of the Big Bend.

Finalist, National Public Relations Executive of the Year 2006

Winner, 2008 Stevie Award, Women in Business category, for Best Executive – Service

Businesses for Up to 100 Employees in Advertising, Marketing and Public Relations

Master of Arts in Communication| Florida State University | Tallahassee, Florida. Bachelor of Arts in Journalism | University of Central Florida | Orlando, Florida. (Minor in psychology.)

Ryan Cohn Partner and Executive Vice President

Ryan Cohn is a strategic advisor to many of Sachs Media Group’s largest clients, forecasting and navigating the changing communications landscape and leading digital media initiatives. He has taught advanced social media at Florida State University and has been featured by prominent media outlets including Mashable and AdWeek. Ryan has created hundreds of viral advocacy and promotional campaigns, with several trending on The Today Show, ABC World

News, Buzzfeed, Daily Mail, Fox News, and Business Insider. Before joining Sachs Media

Group, Ryan led What's Next Marketing, a social media marketing agency, from launch to acquisition. Along the way, the firm was honored at the South by Southwest Festival and Forbes named it one of America's Most Promising Companies

2017 – present. Partner, Executive Vice President, Sachs Media Group

Serves as a lead strategist for 20+ clients and campaigns at any given time. Develops systems, account workflows, and software stacks to improve account management and internal collaboration. Drives prospect acquisition, lead cultivation, and general marketing operations for inbound business development.

2012 – 2017. Vice President, Sachs Media Group

Led the firm’s social/digital practice, working with mid- to large-sized corporate, non-profit, and government organizations on high-stakes challenges.

2013 – 2014. Adjunct Professor of Social Media, Florida State University

Taught Advanced Social Media Management, the first course of its kind in Florida, to undergraduate students in FSU's College of Communication & Information.

2008 – 2012. Chief Executive Officer, What’s Next Marketing

Launched a social media marketing agency and built it into an industry leader with offices in

Tallahassee and Fort Lauderdale, Florida. Managed a team of 14 online media professionals, and developed digital strategies for hundreds of clients, including brands, associations, and celebrities. Led the firm's acquisition by Sachs Media Group in July 2012.

2007 – 2008. Integrated Media Planner, Zimmerman Advertising

Planned media campaign strategy, evaluating and coordinating media placements for leading

B2C brands, with focus on emerging digital channels and social networks.

2002 – 2007. Community Manager, National Speech & Debate Association

Launched the nation's largest online portal focused on public speaking and built it to more than

100,000 registered users.

2004 – 2005. Media Producer, Hollybrook Golf & Tennis Club

Managed broadcast networks and produced daily content for a 10,000-resident community in

Fort Lauderdale, Florida.

Bachelor of Science in Marketing; Specializing in Service Operations | Florida State University

Bachelor of Science in Psychology; Specializing in Performance Management | Florida State

University

Technical Certification in Journalism | McFatter Technical College

Achievements & Awards

● The Pollie Awards, Gold Pollie Award for Public Affairs, 2016

● Bulldog Social/Digital Awards, 3 Gold Awards & 1 Bronze Award, 2012-2014

● American Advertising Federation, 10+ ADDY® Awards, 2013-2017

● Florida Public Relations Association, Dick Pope All Florida Golden Image Award, 2013

● Tallahassee Network of Young Professionals, Golden A.C.E. Award for Community

Service, 2014

● 850 Business Magazine, Named to “40 Under 40” List, 2012

● Florida Politics, Named “Rising Star in Florida Politics”, 2015

● Forbes, America’s Most Promising Companies Finalist, 2011

● Ad Club of Boston, Named “Emerging Interactive Business” of the South by Southwest

Festival, 2011

● The Facebook Studio, Top-20 Facebook Campaign in North America, 2011

Committees & Community Service

● Startup Weekend Tallahassee, Organizer, 2011

● Startup Round, Organizer, 2011-2012

● Choose Tallahassee, Executive Committee, 2012-2015

● Florida State University, Guest Lecturer, 2011-2013

● Florida Chamber of Commerce, Small Business Council, 2011-2012

● Greater Tallahassee Chamber of Commerce, Communications Committee, 2011-2012

Drew Piers, APR Partner and Director of Campaigns

Drew Piers is a strong writer with a special affinity for finding creative solutions to challenging problems. He graduated magna cum laude from the Florida State University with degrees in both public relations and political science and quickly found his place on the Sachs Media Group team. His previous experience in the Executive Office of the Governor proves to be increasingly useful as he helps clients navigate through Florida’s unique political landscape and media environment. Serving as a bridge between the public affairs and public relations teams, Drew uses his talents to track policy issues, craft messages, and generate positive stories for clients.

March 2016 – present. Partner, Director of Campaigns, Sachs Media Group, Inc.

Manages and executes local, statewide, and national issue-based campaign. Develops strategic messaging for more than 50 public affairs and crisis management clients while planning and executing seven-figure media buys using television, radio, print, and digital media.

Dec. 2012 – March 2016. Public Affairs Associate, Sachs Media Group, Inc.

Collaborated with clients to identify goals, develop strategies, and execute plans and wrote hundreds of news releases, op-eds, and other materials to achieve objectives. Coordinated the hiring and day-to-day management of more than 25 interns every year.

July 2015 – Present. Owner, Piers Property Group, LLC

Owns and manages more than $400,000 worth of real estate rental properties and maintains property rentals by advertising listings, filling vacancies, and negotiating leases. Communicates with multiple tenants and collects more than $35,000 in annual rents.

Feb. 2011 – April 2012. Communications and Policy Intern, Executive Office of the Governor As an intern in both the Office of Policy and Budget and Office of Citizen Services, aided in the development of performance measures for agency rulemaking, monitored relevant issues and bills in the Legislature, and provided regular reports. Drafted language for websites, executive orders, constituent letters, and other materials.

Bachelor of Science in Public Relations and Political Science; Minor in Business | Florida State

University

Master of Science in Applied American Politics and Policy (2018) | Florida State University

June 2017 – Earned Accreditation in Public Relations (APR)

Dec. 2016 – Named one of the top Rising Stars in Florida Politics by INFLUENCE Magazine

May 2016 – Recognized by Florida Politics as one of the 30-Under-30 Rising Stars of Florida

Politics

2014-2016 – Recipient of eight statewide and regional Image Awards for PR campaigns and tactics

May 2014 – Certificate in Principles of Public Relations from the Florida Public Relations

Association

May 2014 – Certificate of Business from Florida State University 2016

– Present – Licensed Real Estate Sales Associate in Florida 2012 –

Present – Official Notary Public in Florida

Karen Halperin Cyphers Partner and Vice President of Research & Policy

A public policy consultant and researcher with substantial legislative, political, and private sector experience. Uses academic research methodology and on-the-ground training to collect, analyze, and strategically present data. Served as senior staff on two statewide gubernatorial campaigns in Florida, as a deputy policy chief to one governor, legislative staff in both the Florida

House and Senate, and Director of Health Care Policy for the Florida Medical Association. Has published in both academic and mainstream media venues. An adjunct instructor at Florida State

University teaching a course on public policy analysis. Earned her doctoral degree in political science at Florida State University and her bachelor's degree at New College of Florida in

Sarasota.

2015 - present. Partner, Vice President of Research & Policy, Sachs Media Group.

Leads firm research activities including survey design and implementation; statistical analysis;

original data collection; qualitative research; data visualization; and report writing. Provides expertise in message testing and experimental methods. Uses data to provide strategic counsel on public policy issues and branding exercises.

2013 - present. Adjunct Instructor, Florida State University.

Teaches course on public policy analysis, with a focus on applied practice. Prior courses include classroom and online instruction in American government and politics.

2013 - present. Volunteer Lobbyist, The Alzheimer’s Project, Inc.

Provides pro bono consulting to lead strategy and implementation of the Project’s state legislative and executive efforts.

2012 - 2014. President, Cyphers Group, LLC.

Conducted original quantitative and qualitative research; data collection and analysis; policy and program assessment; survey design and public opinion research; report writing; and grant writing. Worked with clients to establish data-based legislative and political strategy; and wrote regular columns on public policy issues for two of Florida's most widely read political blogs.

2008 - 2012. Director of Health Care Policy, Florida Medical Association.

Conducted original empirical and qualitative research on state and federal health care issues.

Registered lobbyist; provided analysis, strategy, and persuasive materials for legislative priorities.

Coordinated research efforts with stakeholders, universities, and state agencies.

Authored articles on topics of interest for the award-winning Florida Medical Magazine.

2010. Consultant, Health Care Transition Team for Governor Rick Scott.

Assisted the Health Care Transition Team in the review of health care agencies and in the development of recommendations. Assisted in the drafting of transition team reports.

2010. Policy Director, Bill McCollum for Governor Campaign.

Led the policy team for the statewide gubernatorial campaign of Bill McCollum, Florida’s then -

Attorney General. Developed policy agendas and debate preparatory materials, and managed policy staff. Coordinated policy councils composed of statewide and national policy experts in areas including energy, transportation, health care, water and natural resources, economic development, and social issues.

2008 - 2008. Deputy Policy Chief, Executive Office of the Governor.

Served in the Office of Policy and Budget in the area of Health and Human Services. Developed policy agendas, wrote bill language, and lobbied on behalf of the Governor. Made recommendations on bill signing and vetoes and provided legislative analysis. Worked closely with state agency staff, executive office staff, and stakeholder groups.

2006 - 2007. Deputy Policy Director. Charlie Crist for Governor Campaign.

Conducted research across issue areas; developed policy agendas and positions. Wrote white papers, talking points for speeches and events, editorial board responses, and debate prep notebooks. Conducted opposition research and wrote copy for multimedia. Coordinated team of interns and implemented a formal approach to constituent correspondence. Acted as Assistant to

Deputy Director during the Governor’s Transition; drafted agency review reports.

2005 - 2006. Legislative Analyst, Florida House of Representative.

Completed the Speaker’s House Fellowship in the Health & Families Council, which included four subcommittees. Wrote bill analyses and drafted bill language; acted as liaison with staff, legislators, and stakeholder groups.

2003 - 2005. Founder and Director, Tallahassee Writing Workshop.

Founded a creative and technical writing workshop for middle and high school students.

Developed curriculum and brought in professional authors, poets, and journalists to lead sessions. Conducted fundraising and sponsorship recruitment and handled media relations.

Published magazine.

2003. Legislative Staff, Florida State Senate.

Served in the office of Senator Lee Constantine and assisted Senate Education Committee staff.

Conducted legislative research. Handled constituent correspondence and scheduling.

2002. Director of Campaign Operations, Florida House District 97.

Developed strategy and messaging communications; coordinated events and designed multimedia. Managed grassroots activities and office staff. Acted as liaison with House leadership and outside consultants.

Doctor of Philosophy in Political Science | Florida State University | Tallahassee, Florida.

Bachelor of Arts with focus in Psychology and Anthropology | New College of Florida | Sarasota, Florida.

Board of Directors, Alzheimer’s Project, Tallahassee Florida, 2016-current.

Recognized as one of Tallahassee’s 25 Women to Know by the Tallahassee Democrat, March

2016.

Patient Representative, Federal Food and Drug Administration, Central & Peripheral Nervous

System Drugs Advisory Committee, 2013 - 2015.

Select Academic Publications and Conferences

"Choice and satisfaction: enrollee attitudes toward health plans and public institutions." 2012.

Karen Cyphers. Doctoral dissertation. Florida State University.

“The Economic Impact of Private Practice Physicians’ Offices in Florida.” The Florida Medical

Association Health Policy Center. 2009. Primary author: Karen Cyphers. Written in coordination with the FSU Center for Economic Forecasting and Analysis.

“A framework for the study of personality and political behavior." Jeffery J. Mondak and Karen

Halperin. British Journal of Political Science. 2008. 38 (2), pp 335-362.

“The Paradox of Term Limits Support: To Know Them is Not to Love Them.” 2007. Carol

Weissert and Karen Halperin. Political Research Quarterly. Vol. 60, No. 3 (pp. 516-530).

"Term Limits, Electoral Competition, and Representational Diversity: The Case of Florida.” 2006.

Scot Schraufnagel and Karen Halperin. State Policy and Politics Quarterly. Volume 6, Issue 4, Winter 2006.

“Mass Perceptions Regarding Demographic Diversity in the Judiciary.” 2005. Karen Halperin and Jeffery J. Mondak. Presented at the Annual Meeting of the Midwest Political Science

Association, Chicago.

“The View from Back Home: County Party Leaders’ Perceptions of Term Limits.” Carol Weissert and Karen Halperin. Presented at the Annual Meeting of the Southern Political Science

Association, Jan. 4-8, 2005. New Orleans.

“Coattails and Bedskirts: An Experiment on the Influence of Marital Affiliation in Campaigns of

Political Wives.” 2005. Karen Halperin and Melissa Neal. Presented at the Annual Meeting of the

Southern Political Science Assn., Jan. 4-8, 2005. New Orleans.

“Term Limits and the Public: Knowledge, Attentiveness and Voter Dissatisfaction.” Carol Weissert and Karen Halperin. Presented at the Life with Term Limits Conference, April 29-30, 2004. Akron, OH.

Shelby Hobbs Senior Account Executive

Shelby Hobbs is an effective communications professional who executes strategic tactics to produce real results for clients. In her current role as Senior Account Executive with Sachs Media

Group, Hobbs has experience managing accounts by providing strategic insight, effective messaging, and real results. Previously, Hobbs served in the Executive Office of the Governor and led the communication efforts for the Florida IT Career Alliance as its Communication

Director.

March 2017 – present. Senior Account Executive, Sachs Media Group, Inc.

Manage and assist with public relations and public affairs campaigns covering a broad range of topics including: health care, public policy, education, mining, ridesharing, and environmental education. Coordinate with different departments to build and implement strategic communications plans that address high-stakes challenges.

May 2016 – Present. Account Executive, Sachs Media Group, Inc.

Communicated with clients and media to execute effective public relations campaigns. Wrote and distributed guest editorials, press releases, and advisories to promote client events and build client’s thought leadership.

May 2015 – May 2016 Communication Director, Florida Information Technology Career Alliance.

Communicated with students, faculty, and employers across the Panhandle to establish a reliable pipeline of discerning graduates into the Florida technology workforce. Managed a team of 30 student ambassadors. Organized and oversaw the success of a range of events including

Career Fairs, conferences, and workshops with hundreds of attendees.

Executed an effective social media plan to grow Twitter following by 72% in nine months. Wrote and published articles on the organization website to highlight students and publicize sponsored events.

Masters of Science in Media/Communications Studies | Florida State University | Tallahassee, Florida

Bachelor of Science in Media/Communications Studies & Political Science | Florida State

University | Tallahassee, Florida

Languages: English and Italian

Ashley Perkins Director of Digital Content

Crafts content that gets people talking online. Her deep understanding of what works in social media and content marketing has won her several honors for successful client campaigns, including ADDY Awards, Golden Image Awards, and a Bulldog Gold Award for the nation’s best use of digital/social in a health care campaign. She was a featured speaker at the STARS

Alliance Conference and helped raise $1 million for the One Million Bones project.

February 2017 – present. Director of Digital Content, Sachs Media Group, Inc.

Responsible for coordinating and overseeing all social/digital media content for clients and the firm, assisting in strategic planning for social/digital campaigns, writing social media and web content, designing eye-catching social media graphics, developing rich social media video content, setting up and managing targeted social media advertising campaigns, monitoring social media accounts, handling social media community management, developing and distributing email marketing campaigns.

May 2013 – February 2017. Digital Account Associate, Sachs Media Group, Inc. Responsible for managing all social/digital media content for clients and the firm, strategizing social/digital campaigns, writing social media and web content, designing eye-catching social media graphics, setting up and managing targeted ad campaigns, monitoring social media accounts, handling social media community management, developing and distributing email marketing campaigns, compiling digital results reports and analyzing data for future optimization.

Bachelor of Science in Marketing; Minor in Psychology| Florida State University | Tallahassee, Florida

2017 Gold ADDY Award for Integrated Media Public Service Campaign for the Water Quality &

Health Council’s “Moms Against Cooties” campaign

2017 Silver ADDY Award for the Water Quality & Health Council’s “Healthy Pools” Infographic

2016 Silver ADDY Award for “Bring JetBlue Service to Tallahassee” Social Media Campaign

2016 Silver ADDY Award for Florida KidCare’s “Kids Oughta Be Covered” Social Media

Campaign

2016 Image Award of Distinction for Florida KidCare’s “Back-to-School” Digital Media Campaign

2015 Gold ADDY Award for the Water Quality & Health Council’s “Healthy Pools” Social Media

Campaign

2015 Silver ADDY Award for the Water Quality & Health Council’s “Moms Against Cooties” Social

Media Campaign

2014 Image Award Of Distinction in the Promotional/Marketing category for Sachs Media Group’s

“Rock & Roll Heaven” Campaign

2014 Image Award in the Online Promotion category for “Ricky Carmichael Racing” Social

Engagement Campaign

2013 Bulldog Digital/Social Gold Award for the Water Quality & Health Council’s “Healthy Pools” campaign

Languages: English

Gabby Greenawalt Financial Officer

Self-motivated and a quick learner with strong mathematical and analytical skills essential to directing the firm’s business operations.

May 2012 – Present. Financial Officer, Sachs Media Group

Provide support to the CEO, CFO, and President. Manages accounts payable and receivables, as well as weekly, monthly, and quarterly billings, payroll processing, client payments, and preparation of the company’s daily deposits. Other responsibilities include reconciling monthly bank statements, credit card charges, travel vouchers for invoicing, assisting with media placement schedules and invoicing; assists with the managing state agency contracts.

Bachelor’s Degree in Accounting | Flagler College | Tallahassee, FL Associates in Arts Degree | Tallahassee Community College | Tallahassee, FL

Sachs Media Group position titles for professional and administrative services for this

RFP.

All of the Sachs Media Group staff listed on this RFP are on-site and regularly participate in professional development. Sachs Media Group is a proud member of the PR Council and

Worldcom Group, two of the top membership-based industry associations that continually reinforce excellence in the practice of public relations disciplines and practice area to its members.

Expand and diversify the talent pool

● Founder/CEO, Ron Sachs, strategic counsel and award-winning journalist and executive television producer

● Partner and President, Michelle Ubben, authorized Sachs Media Group representative with significant state agency experience in Florida

● Partner and Executive Vice President, Ryan Cohn, Social media and digital strategist with a deep knowledge of the changing communications landscape

● Partner and Director of Campaign, Drew Piers, APR, is an experienced media buyer and effective campaign strategist

● Partner and Vice President of Research & Policy, Dr. Karen Cyphers, research strategist, analyst, pollster, with significant legislative, political, and private sector experience

● Senior Account Executive, Shelby Hobbs, strong and effective communicator with strong media relationships

● Director of Digital Content, Ashley Perkins, savvy, creative creator of award-winning digital and social media creative

● Financial Officer, Gabby Greenawalt detail oriented, essential member of the team with strong institutional knowledge of the firm’s best business practices

3.6.5. TAB D - Technical Proposal/Service Delivery Approach

Our goal is to quickly build brand awareness and motivate action by leveraging your budget to maximum impact through smart and strategic earned media and social media tactics to amplify the reach of the campaign, and implement targeted media buys that generate bonus placements and impact far beyond the budget.

Our work will begin with an in-person strategy session. Given the information provided, we will follow up with a comprehensive needs assessment and review of the Department’s relevant data to ensure that we thoroughly know our target audiences and tailor all messages, media strategy, and other tactics to reach and motivate them. Armed with the results of that assessment and data, we will develop a targeted, creative campaign that includes a multimedia advertising mix and engaging social media content.

We will involve the Department’s staff members in…