KidGlov Full to Post.pdf

Nebraska Secretary of State

VOTER ID CAMPAIGN

RFP Number 6820 Z1 September 27, 2023

Working with the right people makes a difference As a boutique advertising agency having extensive experience working with the DHHS, public awareness campaigns, state agencies, public and behavioral health organizations, and social impact clients, KidGlov is perfectly positioned to help you achieve your goals. We understand the intricacies of engaging and educating diverse audiences on crucial issues.

The name KidGlov embodies our style of business—to strategically advance your initiative, brand, and organization for success while working with you side-by-side. It’s how we take a message and turn it into a movement.

KidGlov is your strategic partner in executing a successful campaign. With our expertise, comprehensive media capabilities, education and awareness track record, commitment to collaboration, and adherence to timelines, we can deliver an efficient and effective statewide multimedia public awareness campaign that empowers Nebraska voters for the upcoming elections. Together, we can ensure that every eligible Nebraskan has the information they need to exercise their right to vote.

PROJECT DESCRIPTION

AND SCOPE OF WORK

Let us help educate voters With a thorough understanding of the project and its goals, KidGlov is well-equipped to tackle the scope outlined in the Request for Proposal. We recognize the significance of LB514 and the importance of educating Nebraska’s voters on identification requirements as well as providing training and resources to county election officials, election workers, and Nebraska agencies.

Our team possesses the expertise and experience needed to execute this initiative successfully. With strong experience in branding, market research, public awareness, strategic marketing campaigns and targeted media placement, we are committed to creating and delivering effective and results-driven solutions in collaboration with the Secretary of State’s office that educate Nebraskans on the new voter ID process.

Media Planning Strategic Planning and Market Research

We understand the importance of tailoring the campaign to the unique needs of Nebraskans and meeting them where they are. KidGlov will analyze existing data as well as conduct extensive market research to gain valuable insights into the voting age population and those who do not currently have an ID, ensuring our approach is both relevant and effective. Here are some key points we’d explore to help inform the plan:

• Understand why approximately 17% of voting age residents in Nebraska are not registered to vote.

• Inquire into the 37,000 people without a driver's license in Nebraska.

• Discover what measures the state has already taken to remove barriers for accessing driver's licenses, especially for Nebraskans with disabilities.

• Learn what the turnaround times are for acquiring a driver's license, either in-person or by mail.

Development of a Strategic Marketing Plan

KidGlov will use the findings from research and analysis to develop a strategic marketing plan.

This step will include solidifying the strategies and tactics to best reach the key audiences, design and branding recommendations, messaging strategies, media strategies, and marketing and public relations for public events. We will also address tactics for outreach materials tailored to each of Nebraska's 93 counties, including media kits for use in county-level in-person events, contributing to a holistic and impactful campaign. We are dedicated to engaging stakeholders to gather valuable feedback, and we will participate in the December Nebraska Association of County Officials (NACO) conference to present our initial concepts, work samples and marketing approach for approval. We will then refine and finalize the marketing plan as needed to ensure its alignment with project objectives. Our strategic marketing plan will incorporate a unique approach to both creative and media to connect with Nebraska’s diverse voting age population.

Project Description and Scope of Work (continued)

Design of Public Awareness Campaign and Branding Based on the knowledge gained from research and strategic planning, KidGlov will design and develop a cohesive brand that unifies all campaign elements. Our team's expertise lies in crafting a visual look and feel that not only captures attention but also emphasize the importance of voter awareness. We will create a visually compelling and impactful campaign that resonates with Nebraskans and educates county officials and poll workers, all while ensuring trademark compliance and registering branding with the USPTO and the Nebraska Secretary of State’s Office if requested. This includes:

• Cohesive branding visuals and messaging for all campaign elements

• Branding toolkit

• Development of campaign elements

• Education materials for county officials and poll workers

• Materials for use by State agencies that provide opportunities for voter registration and that serve Nebraskans with disabilities

Media Production (English and Spanish)

As a full-service agency, KidGlov can provide all media production services outlined in the RFP. Our expertise encompasses the entire spectrum, from content development to graphic design, video and audio production to original and/or stock photography. We have the capabilities to deliver high-quality media production services that align seamlessly with the project's needs.

Materials for County Officials, Poll Workers, and State Agencies

• Poll worker training video (Quantity recommended: 1)

• Print media (Quantity recommended: 2)

• Media Training

Voter ID Creative Media Products KidGlov will develop all creative media for the campaign, ensuring each element serves as a powerful tool in driving awareness and engagement. We recommend developing three versions of each, tailored to the following: rural, urban and Hispanic.

• Print Media Production (Quantity recommended: 3)

• Video Media Production (Quantity recommended: 3)

• Audio Media Production (Quantity recommended: 3)

• Outdoor or Out-of-Home Media Production (Quantity recommended: 3)

• Digital Media and Social Media Production (Quantity recommended: 3)

• Media Training, Engagements, and Education

Voter ID Creative Media Products (continued)

At KidGlov, we strive to find the best way to reinforce your message, generate trust, and meet (and exceed!) your end goals. We will develop messaging and visuals that grab the attention of Nebraska’s voting age population and ensure they receive and understand the information they need. We work with trusted partners on video and audio production to ensure top-notch, professional quality that resonates with all target audiences. All elements will be fact-checked and proofed at each stage. We will collaborate with the Secretary and key stakeholders throughout the entire process on approvals and revisions. All elements will be created with accessibility in mind, compatible with the Secretary’s website and software requirements, and tagged with the Secretary’s contact information.

Media Buys

Through our trusted media partner, SC Squared Media, we will handle the entire media planning and buying process with precision and efficiency across a diverse range of platforms as determined in the approved strategic marketing plan. All media buys will be negotiated for best rate/cost structure with set optimal cost goals to start the negotiating process. Additionally, in the case of government-related campaigns, we will negotiate for added-value, bonus schedules, and any other opportunities available. Our ongoing participation in the Nebraska media market assures we provide the lowest cost available for media purchased. Buys are continuously monitored to ensure delivery as planned. We will review and reconcile all media invoices and negotiate for any makegoods needed to reach agreed upon metrics. We will also provide post-buy reporting and analysis throughout the campaign with a post-campaign completion report detailing plan performance once the campaign has ended.

Account Services And Management

KidGlov is committed to providing exceptional account services and project management. We prioritize ongoing communication, regular check-ins, status updates, timelines and budget management. Detailed reporting will be provided to measure key performance indicators. We continuously monitor results and adjust and optimize as needed. We are flexible in refining and evolving the Strategic Marketing Plan as needed throughout the Initial Term. We will participate in post-election analysis meetings, any meetings requested by the Secretary, and any additional activities deemed necessary by Secretary staff as budget and timeline allow.

Media Planning, Media Production, or Media Buys – Outside of Initial Term of Contract

We can provide media planning, production, and buying services as requested by the Secretary, not only during the initial contract period but also during any optional renewal periods agreed upon by both parties. Our dedication to adaptability ensures that we remain a dependable and ongoing partner, ready to meet the evolving needs of the campaign and provide seamless media support whenever it's required.

Work Plan Items Completion Dates Initial Concepts, Marketing Approach, and Design Samples November 15, 2023

Strategic Marketing Plan, Design of Public Awareness Campaign and Branding (Full Draft and Samples) December 1, 2023

Presentation to County Officials (Location will be determined by the Secretary) December 13-15, 2023

Final Strategic Marketing Plan, Design of Public Awareness Campaign and Branding December 22, 2023

Registration with United States Patent and Trademark Office and Nebraska Secretary of State’s Office

Application Submission Date Determined by State

Media and Education Materials for County Officials and State Agencies January 8, 2024

Media Production for Early Voting for the May 14, 2024 Primary Election January 8, 2024

Voters May Begin Submitting Early Voting Applications – January 15, 2024

Media Buys for Early Voting for the May 14, 2024 Primary Election January 8 - March 15

Media Production for May 14, 2024 Primary Election February 15, 2024

Media and Training Materials for Poll workers February 15, 2024

Media Buys for the May 14, 2024 Primary Election March 16 - May 14, 2024

Primary Election - May 14, 2024

Post-Primary Campaign Analysis Meeting Week of June 9, 2024

Media Production for Early Voting for General Election July 1, 2024

Voters May Begin Submitting Early Voting Applications – July 8, 2024

Media Buys for Early Voting for the November 5, 2024 General Election July 1 - September 15, 2024

Media Production for General Election September 15, 2024

Media Buys for the November 5, 2024 General Election September 16 - November 5, General Election – November 5, 2024

Media Production and Buys for Special or Local Elections September 15, 2024

Post-campaign Analysis Meeting Week of December 1, 2024

Work Plan and Completion Dates KidGlov is committed to adhering to the proposed work plan and completion dates as outlined in the RFP. Our creative development process ensures high-quality work within the specified timeframe. Once a concept is approved, copywriting and design begins. After internal review and proofing, we send the drafted creative for client review. Our process for receiving approvals includes clear timelines and regular check-ins.

Project Planning and Management KidGlov is committed to fostering a collaborative and open partnership with the Secretary's team, including the Secretary's project manager, to ensure seamless coordination and alignment throughout the project.

Our approach entails regular and consistent communication, including weekly calls, in-person meetings, and email communication, to facilitate management of the project and maintain objectives. We understand that heightened communication may be necessary during peak periods to address emerging needs effectively.

Additionally, we will work together with the Secretary, communications staff and legal staff throughout the entirety of the project. We are dedicated to coordinating directly with the project manager and meeting with staff and stakeholders as needed. Our commitment to transparency and collaboration ensures a cohesive and successful partnership.

Deliverables

• Strategic Planning & Market Research

• Development of Strategic Marketing Plan

• Design of Public Awareness Campaign and Branding

• Production of Education Materials for County Officials, Poll Workers, and State Agencies

- Video Production (10-15 minutes of video content)

- Print Media

- Media Training

• Media Production of Public Awareness Campaign

- Video/Television Production (15-30 seconds of video content)

- Audio Media Production (15-30 seconds of audio content)

- Print Media Production – Print Advertisement

- Print Media Production – Direct Mail

- Outdoor or Out-of-Home Media Production

- Digital Media and Social Media Production

- Media Training, Engagements, and Education

• Branding Toolkit

• Media Buy

Identification and Information

Our full company name is KidGlov. We are headquartered in Lincoln, Nebraska (1230 O Street, Suite 111, Lincoln, Nebraska 68508).

KidGlov was founded in 2010 by marketing veteran Lyn Wineman. In 2020, KidGlov reincorporated from a sole proprietor LLC to a Nebraska Benefit Corporation. Unlike traditional corporations that make business decisions primarily to maximize shareholder value, benefit corporations aim to create value for all stakeholders such as employees, suppliers and communities. Status as a benefit corporation requires our management to consider the societal impact of our business while also fulfilling fiduciary duties.

In 2021, KidGlov was named Nebraska’s fifth Certified B-Corporation, further confirming we meet the highest standards of social and environmental performance, public transparency and legal accountability to balance profit and purpose. B-Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.

Financial Statements

KidGlov is privately-owned with a strong track record of delivering outstanding results to our clients.

Size: KidGlov has a dedicated team of sixteen professionals with extensive experience. Seven team members have over ten years of experience in marketing.

Longevity: KidGlov was founded in 2010, successfully serving clients for over thirteen years. Our longevity is a testament to our stability and commitment to excellence.

Client Base: We currently have over forty active clients. Our clients span various industries, including public and behavioral health, government, healthcare, finance, education, and nonprofit.

Areas of Specialization and Expertise: KidGlov specializes in strategic marketing, branding, and communication solutions. Our areas of expertise include Nonprofit, Social Impact (public and behavioral health/government), Healthcare, Financial Services, and Purpose-Driven Business. We partner with any organization committed to effecting positive change, tackling big problems, and creating innovative ways to advance our communities.

Banking Reference:

Justina Roth, Chief Operations Officer

P: 402.761.7629, F: 402.761.2437

617 1st Street | Milford, NE 68405 www.bankfmb.com

CORPORATE OVERVIEW

Change of Ownership

KidGlov is 100% woman-owned by Nebraska resident Lyn Wineman. As the story of

KidGlov’s success becomes more well-known throughout the region and the country, inquiries for purchasing the agency have increased. Lyn Wineman has no intention of selling the agency and is developing plans to transition ownership of the company to employees at the time of her anticipated retirement around 2035.

Office Locations

We have two office locations. For this work, we will utilize team members from both locations. All KidGlov employees are willing to travel to surrounding cities for meetings and conduct remote meetings as needed.

Relationships with the State

KidGlov has had the privilege of partnering with the State of Nebraska on multiple high-impact projects to help move the mark and make a difference.

DHHS Public Health – COVID-19 Vaccine Campaigns

DHHS Behavioral Health – Nebraska Family Helpline

DHHS Children and Family Services – Foster Care

DHHS - Medicaid Expansion

Nebraska Department of Education – Max the Vax Campaign

Nebraska Department of Education – Fruitful Campaign

Nebraska Arts Council - Website

Click2Science

Nebraska Investment Finance Authority (NIFA)

Employee Relations with the State

None of our employees have been an employee of the State within the past twelve (12) months.

Contract Performance

In our thirteen-year history, KidGlov has had no claims or litigation brought against us. Our brand is built upon the foundation of creating trust and paying careful attention to our client relationships.

1230 O Street, Suite 111

Lincoln, Nebraska 68508

2120 South 72nd Street, Suite 640

Omaha, Nebraska 68124

Max the Vax Kids Vaccination Campaign How do you combat misinformation around COVID-19 vaccines, especially concerning kids?

That was the challenge KidGlov faced for Max the Vax, a statewide effort to educate vaccine-hesitant parents, jointly conducted by the Nebraska Department of Education and

Children’s Hospital & Medical Center Foundation. After conducting primary research with

Nebraska healthcare providers, KidGlov along with SC Squared Media targeted four audiences in the "wait and see" category: Black, Hispanic, Low Income & Low Education, and Rural parents. Through paid media, an informative website, and social media, Max the

Vax generated millions of views – and helped amplify the power against COVID-19 in communities that need trusted information the most. The time period of the campaign was

October 2021 – September 2022. The campaign ran as scheduled.

Children’s Hospital & Medical Center contact: Holly Dingman

(402) 955-6871 | hdingman@childrensomaha.org

Nebraska DHHS COVID-19 Stay Well Campaign KidGlov and Nebraska DHHS crafted a public health campaign that proves little things matter when it comes to staying well, encouraging folks to incorporate small, daily habits to keep their health in check including staying up-to-date on their vaccinations. KidGlov partnered with SC Squared on the media portion of this work. The campaign resulted in a healthy return, exceeding all objectives including over thirty-five million impressions. The time period of the campaign was March 2022 – August 2022. The campaign ran as scheduled.

Nebraska DHHS contact: Khalilah LeGrand

402-471-9313 | khalilah.legrand@nebraska.gov

Nebraska Family Helpline Change the Story Campaign Nebraska Family Helpline wanted to talk about bullying, substance abuse and depression in a way that cuts through the clutter and captures attention. KidGlov’s solution was a series of videos shot from a teen’s point-of-view, causing enough positive disruption to move the mark and make a difference. SC Squared completed all media strategy and placement for this campaign. The time period of the campaign was December 2023 to present. The campaign ran as scheduled.

Nebraska Family Helpline contact: Kyle Kinney

531-355-1970 | kyle.kinney@boystown.org

Successful Past Performance

SUMMARY OF CORPORATE EXPERIENCE

Max the Vax:

Kids Vaccination Campaign

Nebraska DHHS:

Stay Well Campaign

Nebraska Family Helpline:

Change the Story Campaign

View videos here https://www.dropbox.com/scl/fo/p0ssw0v6z149j9kjw4zkq/h?rlkey=5gccpmikjgxiab3kpp0e0vk41&dl=0

Our Approach One of our KidGlov core values is dependability. We do what we say we will.

We have invested in a project management software system that helps us effectively manage the workflow of each clients' projects. Through the FunctionPoint system, we break every project within a campaign into tasks. Tasks are assigned deadlines and an anticipated number of hours for completion. The software projects workloads for assigned team members so we can understand their ability to complete assigned projects while also alerting us if we’re missing task deadlines or going over budget on individual tasks. We work daily to ensure we’re staying on track and mitigate situations when a team member is overloaded, behind or over budget. This attention to small detail keeps the work flowing through our system at a manageable and expected rate putting creative team members in the best position to do effective work while also minimizing/eliminating surprises in missed deadlines or cost overages.

The assigned KidGlov team will communicate with the Secretary, manage project deliverables, facilitate necessary communication and keep the project on track. We also hold weekly standing meetings with the assigned members of the client team. We find this encourages ongoing communication and a smooth process.

For quality control purposes we have professional proofreaders on staff and a final review process for all of our work. We also have a formal communication system with print production vendors to provide clear and accurate direction.

The following pages include bios of the individuals who will be assigned to your team. We will be able to pull in additional members if their skills or expertise are needed with proper approval from the Secretary.

SUMMARY OF BIDDER’S PROPOSED PERSONNEL/MANAGEMENT APPROACH

Your KidGlov Team The below chart shows the entire KidGlov team and the key partners we use that serve as extensions of our team. The chart reflects leadership and reporting relationships. Members who will be assigned to your team are noted, but we will be able to pull in additional members if their skills or expertise are needed. This talented team can tackle any and all marketing challenges that arise.

Jeff Sass SEO/Digital

Strategy

Sandra Cranny Media/

Communications Strategy

Cameron Ramaekers

Web Developer

LeAnne Morman Public Relations

Specialist

Lyn Wineman President & Chief

Strategist

Katherine Warren Chief Operating Officer

Ashley Stuhr Creative Director

Lisa Bowen Vice President &

Managing Director

Katie Ripa Vice President & Account Director

Erin Clark Senior Art Director

Sam Sidner Senior Copywriter

Lexie Volk Account Manager

Brooke Sankey Account Manager

Maddy Hager Copywriter

Samantha Evans Art Director

Haley Wineman Account Manager

Rachel Nullmeyer Production Manager

Sara-Jane Schroeder Proofreader

Lei Ignacio Production Artist

Deana Reyes Administrative Assistant

Dannielle Stewart Story Producer

Monique Farmer

APR

Team members assigned to this RFP work

Top contract partners

KidGlov team members not assigned to this RFP work but available as needed (with permission from the Secretary)

Rachel Boshart Design

A marketing veteran with over 30 years of experience, Lyn is one of the most passionate and accomplished marketing leaders in the area. Her award-winning work has helped a multitude of national, regional and local organizations achieve their goals.

Lyn has been inducted into the Lincoln Chapter of the American Marketing Association

Hall of Fame and was recognized as Marketer of the Year. She has been recognized by the

Lincoln Journal Star Inspire Salute to Women in Leadership for Excellence in

Entrepreneurship. In 2018, Lyn was awarded the Advertising Federation of Lincoln’s silver medal for lifetime achievement.

Lyn will guide the team as a strategic advisor, utilizing her vast marketing strategy and brand management expertise. In previous roles, Lyn has served as Executive Vice President at Swanson Russell, President of Pickering Creative Group (now Unanimous) and Marketing

Director of Tabitha.

Lyn possesses a foundational understanding of the process and plays a central role in overseeing, strategizing, and ensuring the successful execution of the campaign, drawing upon her extensive experience and leadership to drive results.

President: Chief Strategist

Lyn Wineman

Lyn Wineman (continued)

Academic background and degrees

Bachelor of Journalism with Emphasis in Advertising, Minors in Marketing, Art and Economics, University of Nebraska-Lincoln

Professional Certifications

Diversity, Equity and Inclusion - University of Southern Florida

Content Marketing - Hubspot

References

Sarita Reddy

Executive Director, Adeo

2780 28th Avenue, Greeley, CO 80634 | 970-339-2444

Sandra Morrisey

Prevention Director, Region V Systems

1645 N Street, Lincoln, NE 68508 | 402.441.4343

Holly Dingman

Director, Children’s Hospital & Medical Center Community Health & Advocacy

2021 Transformation Drive, Suite 1200, Lincoln, NE 68508 | (402) 955-6871

Vice President : Managing Director

Lisa Bowen Lisa really “gets” our clients and their businesses. She’s spent the majority of her career in the corporate world driving results and moving the mark and now she’s helping our clients do the same. You could call Lisa a triple threat (in a good way) as she has extensive experience in marketing, communications and public relations.

She can move with ease from a high-tech boardroom filled with executive leaders and physicians looking to advance initiatives to a tiny office where a nonprofit organizer needs messaging guidance. She also holds an MBA from Wayne State College, which should tell you something about her business acumen.

An Omaha native, Lisa has had an accomplished career in healthcare marketing and communications for CHI Health and also gained valuable experience in civic leadership and community development while serving in the Omaha Mayor’s Office.

Lisa employs her skills to partner with businesses and organizations to develop marketing strategies, strengthen and refresh brands and reach their business objectives.

As Vice President and Managing Director, Lisa possesses a strong, in-depth understanding of the process. Lisa will be your primary contact for the Voter ID work, overseeing the project and ensuring success of the campaign at every step.

Lisa Bowen (continued)

Bachelor's Degree in Business Administration with a concentration in Marketing, Wayne State

College

Master's Degree in Business Administration, Wayne State College

References

Brian Pickering VP of Marketing and PR, Metro Credit Union

14509 F Street, Omaha, NE 68137 | 402-552-7190

Nina Rongish

Interim Executive Director, Outlook Enrichment

4125 S 72nd St, Omaha, NE 68127 | 531.365.5342

Khalilah A. LeGrand, Ed.D.

Chief of Staff, Nebraska Department of Health and Human Services

301 Centennial Mall S, Lincoln, NE 68508 | 402-471-9313

Fortunate for KidGlov, Ashley’s curiosity about advertising began way back in middle school. It seemed quite natural for her to tear logos off of shopping bags and pin them admiringly onto the bedroom wall of her childhood home.

Ashley attended the University of Nebraska at Kearney, majoring in Visual Communications and Design. After graduation, she worked at a local print shop, where she developed a love for beautiful pieces made of paper and ink. Before joining KidGlov, Ashley made an impressive impact at Iridian, an ad agency in Omaha.

The recipient of numerous awards, including AMA Awards and ADDY Awards, Ashley’s elite skillset in graphic design, print production, photography and interactive allow her to flesh out a concept across any number of media types – with finesse and flair. She’s currently working in our Omaha office, coming up with brilliances.

In her role as Creative Director at KidGlov, Ashley has a deep understanding of the process, serving as a key driver in shaping and executing the campaign, utilizing her wealth of creative experience to ensure its success.

Creative Director

Ashley Stuhr

Ashley Stuhr (continued)

Bachelor’s Degree in Visual Communication and Design, University of Nebraska at Kearney

References

Brian Pickering

VP of Marketing and PR, Metro Credit Union

14509 F Street, Omaha, NE 68137 | 402-552-7190

Aja Anderson

CEO, The Wellbeing Partners

6400 University Drive North CEC 228, Omaha, Nebraska 68182| 402-934-5795

Teri Effle

Prevention Specialist, Region V Systems

1645 N St, Lincoln, NE 68508|402-441-4343

Copywriter, wordsmith, storyteller – Sam gladly answers to all of these. And in over 30 years, he’s done a lot of it: in retail and direct marketing, nonprofit, healthcare, finance, recruiting, technology, agriculture, and more. In agencies and in-house, at companies large and small.

Sam is fluent in a wide range of formats, from very short (taglines) to really long (books) and everything in between. Sam is a big believer in the impact of culture on organizations, for employees and customers alike. His favorite projects combine research and strategy with creativity to discover, refine, and share those authentic stories.

Sam grew up in Kearney before studying – and later teaching – Journalism at the University of

Nebraska. He has called Lincoln home for many years.

As much as we humans pride ourselves on making decisions rationally, what we truly want is to follow our hearts. That belief is at the core of Sam’s approach to communicating. He speaks to people honestly and sincerely about things that matter most to them, so they feel confident in trusting their instincts. He presents facts to reassure readers that the “smart” decision is the right decision for them.

Sam demonstrates a thorough grasp of the process, actively contributing to the development and execution of the campaign and leveraging his expertise to make a substantial impact.

Senior Copywriter

Sam Sidner

Sam Sidner (continued)

Bachelor’s Degree in Journalism, University of Nebraska-Lincoln

Professional Certifications

Digital Marketing Certification

References Andy Pollock

Partner, Remboldt Ludtke Law

1448 Pioneers Road, Pleasant Dale, NE 68423 | 402-480-0058

Polly Brewster Creative Director, IBM Talent & Transformation Creative Team

103 Metropolitan Avenue #2R, Brooklyn, NY 11249 | 347-463-8550

Tim Geisert

Partner, AuctusIQ

5151 Bentley Drive, Lincoln, NE 68516 | 402-416-3091

KidGlov carefully selects and cultivates positive working relationships with our external partners. We foster a relationship of mutual respect, trust and accountability. We only work with vendors who provide the highest level of service.

Sandra Cranny | SC Squared Media

Media Partner | 402.450.1527 | sandra@scsquaredmedia.com

Sandra is our trusted media partner. Her tasks include all media strategy, planning, placement and reporting. Sandra will have one subcontract with KidGlov for the purposes of the RFP, her percentage of performance hours will be 50% of the media production services outlined in this proposal.

Monique Farmer| Avant Solutions APR | 402.882.7277 | monique.farmer@avantsolutions.org

Monique is our trusted public relations partner. Her tasks include strategizing, crafting and managing a public relations plan to ensure effective communication with key stakeholders and the public. Monique will have one subcontract with KidGlov for the purpose of the RFP, her percentage of performance hours will be 60% of the media engagement services outlined in this proposal.

Subcontractors mailto:sandra.cranny@gmail.com

Sandy is the President/Owner of SC Squared Media, an independent media/marketing consulting firm. Her philosophy is establishing partnerships with content providers that bring their best assets to bear for her clients. Her goal is always to find the most effective and efficient methods of delivering your message to your target audience. In her experience, that’s when she can find the sweet spot that brings her clients success. With over three decades of experience, she’s worked on everything from local to international campaigns using traditional and non-traditional tactics.

Sandy’s skills include: connection strategy/communications planning, media planning, marketing, communications, branding, advertising, interactive, public relations, social media, brand strategy, account planning, media, contact strategy, and copywriting. She’s won national awards for creative media planning and placement and is known for competing with the "big dogs" in media and consistently delivering more for less.

She is KidGlov’s trusted Media & Communications Planner.

Media Director : Chief Communications Strategist

Sandra Cranny

Monique Farmer, APR leads Avant Solutions. She has devoted more than 20 years to building her expertise as a communication strategist and adviser. Her experience spans internal and external communication, leader communication, issues management, reputation management, crisis communication, media training and media relations. For her leadership and performance during historic flooding on the Missouri River, She was awarded the second highest award of the Department of the Army Honorary Awards for Department of the Army

Employees, The Superior Civilian Service Award.

Monique currently teaches PR Management and Case Studies, PR Techniques, Strategic

Writing and served as the faculty advisor for the 2021 PRSSA Bateman Competition Team in the College of Journalism and Mass Communications at the University of Nebraska at

Lincoln. The team earned national recognition, landing second place for their strategic communication plan, The Civility Effect. She previously served as the Director of

Communications for Nebraska's largest school district, Omaha Public Schools. Prior to that she worked in Corporate Communications for ConAgra Foods and served in a Public Affairs

Officer role for the U.S. Army Corps of Engineers. Her research insights into the frameworks and models school districts can use to approach rebranding initiatives were published in a study conducted by the national research group, Hanover Research.

Monique is the President-Elect for PRSA Nebraska and the Vice President of Membership for the Omaha (NE) Chapter of the Links, Incorporated. She also serves on the Project Harmony and EPIC for Girls boards.

APR and Author

Monique Farmer

This proposal has been customized with your goals in mind.

It has been our pleasure learning about your vision. It would be an even greater pleasure to help you bring it to life!

Thank You!

Page 1 of

Attachment A - Technical Approach Request for Proposal Number 6820 Z1

Bidder Name: KidGlov

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:

With a thorough understanding of the project and its goals, KidGlov is well-equipped to tackle the scope outlined in the Request for Proposal. We recognize the significance of LB514 and the importance of educating Nebraska’s voters on identification requirements as well as providing training and resources to county election officials, election workers, and Nebraska agencies.

Our team possesses the expertise and experience needed to execute this initiative successfully. With strong experience in branding, market research, public awareness, strategic marketing campaigns and targeted media placement, we are committed to creating and delivering effective and results-driven solutions in collaboration with the Secretary of State’s office that educate Nebraskans on the new voter ID process.

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.

Bidder Response:

Our proposed development approach for the campaign to promote voter awareness and accessibility in Nebraska involves a comprehensive strategy encompassing strategic planning, market research, development of a strategic marketing plan, design of campaign and branding, media production, and media buys.

Media Planning Strategic Planning and Market Research We understand the importance of tailoring the campaign to the unique needs of Nebraskans and meeting them where they are. KidGlov will analyze existing data as well as conduct extensive market research to gain valuable insights into the voting age population and those who do not currently have an ID, ensuring our approach is both relevant and effective. Here are some key points we’d explore to help inform the plan:

• Understand why approximately 17% of voting age residents in Nebraska are not registered to vote.

• Inquire into the 37,000 people without a driver's license in Nebraska.

• Discover what measures the state has already taken to remove barriers for accessing driver's licenses, especially for Nebraskans with disabilities.

• Learn what the turnaround times are for acquiring a driver's license, either in-person or by mail.

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Development of a Strategic Marketing Plan KidGlov will use the findings from research and analysis to develop a strategic marketing plan. This step will include solidifying the strategies and tactics to best reach the key audiences, design and branding recommendations, messaging strategies, media strategies, and marketing and public relations for public events. We will also address tactics for outreach materials tailored to each of Nebraska's 93 counties, including media kits for use in county-level in-person events, contributing to a holistic and impactful campaign. We are dedicated to engaging stakeholders to gather valuable feedback, and we will participate in the December Nebraska Association of County Officials (NACO) conference to present our initial concepts, work samples and marketing approach for approval. We will then refine and finalize the marketing plan as needed to ensure its alignment with project objectives. Our strategic marketing plan will incorporate a unique approach to both creative and media to connect with Nebraska’s diverse voting age population.

Design of Public Awareness Campaign and Branding Based on the knowledge gained from research and strategic planning, KidGlov will design and develop a cohesive brand that unifies all campaign elements. Our team's expertise lies in crafting a visual look and feel that not only captures attention but also emphasize the importance of voter awareness. We will create a visually compelling and impactful campaign that resonates with Nebraskans and educates county officials and poll workers, all while ensuring trademark compliance and registering branding with the USPTO and the Nebraska Secretary of State’s Office if requested. This includes:

• Cohesive branding visuals and messaging for all campaign elements

• Branding toolkit

• Development of campaign elements

• Education materials for county officials and poll workers

• Materials for use by State agencies that provide opportunities for voter registration and that serve

Nebraskans with disabilities

Media Production (English and Spanish) As a full-service agency, KidGlov can provide all media production services outlined in the RFP. Our expertise encompasses the entire spectrum, from content development to graphic design, video and audio production to original and/or stock photography. We have the capabilities to deliver high-quality media production services that align seamlessly with the project's needs.

Materials for County Officials, Poll Workers, and State Agencies

• Poll worker training video (Quantity recommended: 1)

• Print media (Quantity recommended: 2)

• Media Training

Voter ID Creative Media Products KidGlov will develop all creative media for the campaign, ensuring each element serves as a powerful tool in driving awareness and engagement. We recommend developing three versions of each, tailored to the following: rural, urban and Hispanic.

• Print Media Production (Quantity recommended: 3)

• Video Media Production (Quantity recommended: 3)

• Audio Media Production (Quantity recommended: 3)

• Outdoor or Out-of-Home Media Production (Quantity recommended: 3)

• Digital Media and Social Media Production (Quantity recommended: 3)

• Media Training, Engagements, and Education

At KidGlov, we strive to find the best way to reinforce your message, generate trust, and meet (and exceed!) your end goals. We will develop messaging and visuals that grab the attention of Nebraska’s voting age population and ensure they receive and understand the information they need. We work with trusted partners on video and audio production to ensure top-notch, professional quality that resonates with all target audiences. All elements will be fact-checked and proofed at each stage. We will collaborate with the Secretary and key stakeholders throughout the entire process on approvals and revisions. All elements

Page 3 of will be created with accessibility in mind, compatible with the Secretary’s website and software requirements, and tagged with the Secretary’s contact information.

Media Buys Using the most current media usage/content consumption data we will develop a multi-channel strategy to ensure all members of targeted audiences are exposed to the messaging at a frequency level that is appropriate to achieve plan goals.

We would recommend a heavy presence on broadcast television to reach a large portion of the target audience. We can also leverage local media to provide added-value public service announcements and other on-air opportunities to increase exposure.

Radio allows us to focus on key audience members as well. Radio has been very receptive to providing PSAs, event support and interview opportunities for statewide causes.

Layering out-of-home in key geographic locations will help us to reach the target with increased frequency and will serve to reinforce messages delivered in other channels. Finally, digital will allow us to focus specifically on high-need groups, and geographic areas.

Initially, based on a 10-week schedule (March – Mid May), we would allocate a $300,000.00 total budget as follows:

• Broadcast TV: $80,000.00

• Radio: $60,000.00

• Digital and Social (Including Cross Device Display, Pre-Roll, OTT/CTV, Social): $85,000.00

• Out-of-Home/Transit/Place-Based Media: $25,000.00

• Direct Communications: $20,000.00

• Media Planning & Management: $30,000.00

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.

Bidder Response:

Our trusted partner, SC Squared Media’s 5-person team has extensive (70+ combined years of experience) planning and media buying experience nationally, regionally, and most importantly, statewide.

In addition, they subscribe to a wide variety of data and tools that help identify the most appropriate channels to use based on content consumption data and information that needs to be delivered. Their media strategies have been recognized nationally for driving success for their clients. Most recently, they have worked collaboratively with communications teams at Nebraska DHHS on a variety of projects including Medicaid Unwind, COVID-19 vaccination programs as well as the Nebraska Family Helpline.

They have access to several tools and data sources that provide demographic analysis of media consumption and usage metrics for adults by age, ethnicity and gender. That information will assist in developing a comprehensive recommendation for appropriate channels and tactics by age, ethnicity and gender. The data will also allow us to generate a multi-media program that provides maximal reach at effective levels of exposure to ensure that the voting age population is aware of new voter ID requirements.

Collaborating with the Secretary of State’s Office, we will identify key performance indicators (KPIs) along with primary and secondary metrics to allow optimizations based on cost-per-thousand comparisons, cost per click, cost per action and engagement rates of each channel/medium and make adjustments to achieve plan goals.

4. DESIGN OF PUBLIC AWARENESS CAMPAIGN

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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.

Bidder Response:

KidGlov has strong experience developing multi-month campaigns with consistent branding, innovative approaches, and diverse mediums to reach broad audiences. Our creative approach ensures that each piece stands out and resonates with the target audience. We tailor the creative to suit a wide variety of mediums, including print materials, digital content, videos, interactive web experiences, social media campaigns, events, and more, allowing us to engage audiences through channels they are most receptive

to. We always keep consistent and cohesive branding approach throughout the entire campaign to enhance brand recognition and message retention. We value producing inclusive, comprehensive content to be accessible to all. We have successfully executed numerous projects in both English and Spanish, catering to diverse audiences, including past campaigns for the Nebraska DHHS. Our experience includes creating a wide range of content, such as videos, audio, printed materials, and digital assets, in both languages.

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:

KidGlov excels in crafting cohesive visual identities such as logos and design elements. We ensure that your brand's visual assets are not only eye-catching but also aligned with your messaging and objectives.

We emphasize maintaining consistency across all media and education materials to create a unified brand that maximizes impact. Our team also integrates branding seamlessly into messaging strategies. We have strong experience creating comprehensive branding toolkits that provide guidelines and resources for correct and consistent use. We conduct thorough research to verify the availability of branding elements so they are unique and can be trademarked without conflicts, having the ability to register branding as needed.

6. ACCOUNT SERVICES & MANAGEMENT

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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.

Bidder Response:

We are dedicated to fostering a collaborative and open partnership with the Secretary's team, including the Secretary's project manager, to ensure seamless coordination and alignment throughout the project.

Our approach entails regular and consistent communication, including weekly calls, in-person meetings, and email communication, to facilitate management of the project and maintain objectives. We understand that heightened communication may be necessary during peak periods to address emerging needs effectively.

Additionally, we will work together with the Secretary, communications staff and legal staff throughout the entirety of the project. We are dedicated to coordinating directly with the project manager and meeting with staff and stakeholders as needed. Our commitment to transparency and collaboration ensures a cohesive and successful partnership.

The assigned KidGlov team will communicate with the Secretary, manage project deliverables, facilitate necessary communication, and keep the project on track. We also hold weekly standing meetings with the assigned members of the client team. We find this encourages ongoing communication and a smooth process.

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.

Bidder Response:

KidGlov possesses the expertise needed for content generation, writing, dissemination of complex statutory requirements, graphic design, and print media layout. Members of our creative team are experts in creating engaging content and impactful designs. We have extensive experience in designing print media materials, including posters, banners, newspaper ads, booklets, brochures, training manuals, infographics, fact sheets, handouts, direct mail, stickers, and more. We are dedicated to creating content that resonates with the general public and presents information in a visually appealing and accessible manner. Our comprehensive approach ensures that the campaign is not only clear but also highly impactful.

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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.