Sportscom_Inc_Offer_Documents__Includes_Exec._Offer_and_Acceptance_.pdf

Request For Proposal Solicitation No.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

PART 3 of the Solicitation Documents Template version 2.0 (01-FEB-2017)

2 Available online at app.az.gov

Section 3-B: Offer Forms (Attachments)

Attachment 1: Offer and Acceptance Submission of Offer: Undersigned hereby offers and agrees to provide Marketing Services in compliance with the Solicitation indicated above and our Offer indicated by the latest dated version below:

Initial Offer 1. June 1, 2021 ASF

Date

Initial

Revised Offers: 2. 3. 4.

Date Initial Date Initial Date Initial

5. 6. 7.

Date Initial Date Initial Date Initial

Best and Final Offer:

8.

Date Initial

Sportscom, Inc. (dba HMA Public Relations)

Offeror Company Name Signature of Person Authorized to Sign Offer

5814 E. Kings Ave. Abbie S. Fink, Vice President/General Manager

Address Printed Name and Title

Scottsdale, AZ 85254-9217 Abbie S. Fink, Vice President/General Manager

City, State, Zip Contact Name and Title

864654599 afink@hmapr.com (602) 957-8881

Federal Tax Identifier (EIN or SSN) Contact E-Mail Address Contact Phone Number

CERTIFICATION: By signature in the above, Offeror certifies that it:

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

PART 3 of the Solicitation Documents Template version 2.0 (01-FEB-2017)

2Available online at app.az.gov

1. will not discriminate against any employee or applicant for employment in violation of Federal Executive Order 11246, [Arizona] State Executive Order 2009-9 or

A.R.S. §§ 41−1461 through 1465;

2. has not given, offered to give, nor intends to give at any time hereafter any economic opportunity, future employment, gift, loan, gratuity, special discount, trip, favor, or service to a public servant in connection with the submitted offer. Failure to provide a valid signature affirming the stipulations required by this clause will result in rejection of the Offer. Signing the Offer with a false statement will void the Offer, any resulting contract, and may be subject to legal penalties under law;

3. complies with A.R.S. § 41-3532 when offering electronics or information technology products, services, or maintenance; and

4. is not debarred from, or otherwise prohibited from participating in any contract awarded by federal, state, or local government.

ACCEPTANCE OF OFFER: State hereby accepts the initial Offer, Revised Offer, or Best and Final Offer identified by number at the top of this form. Offeror is now bound (as Contractor) to carry out the Work under the attached Contract, of which the Accepted Offer forms a part. Contractor is cautioned not to commence any billable work or to provide any material or perform any service under the Contract until Contractor receives the applicable Order or written notice to proceed from the Procurement Officer.

Contract Number:______________________________Contract Effective Date:______________________Contract Awarded Date:______________________________

Procurement Officer Signature:_______________________________________________Procurement Officer: Jennifer Wenger_________________________________

CTR056869 September 1, 2021 August 17, 2021

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Attachment 2-A: Capacity of Offeror, Experience

Experience and Capacity Questionnaire The Offeror shall provide a narrative response to each question that demonstrates their understanding of the Scope of Work requirements and describes your company’s overall experience providing the services stated in this Solicitation. The State may determine your proposal is non-responsive if you do not answer all questions fully.

Instructions: Please provide a detailed response as it relates to each of the questions listed below. Ensure questions cover each category with which your firm is proposing services.

Categories Proposing Services (Mark all that apply):

General Marketing Partner

Design Firm Services(Creative)

Production Services

Media Services

Interactive Marketing Services

Public Relations X

Multicultural Focus Marketing Partner X

1. Offerors shall describe the scope of Advertising Services for which they have been responsible; their experience, including number of years in business; qualifications and membership in professional associations, societies or boards; and the number of years of experience acting as a prime contractor providing Advertising Services similar to the services described. (Please ensure you provide information as it relates to each of the categories with which you are proposing services.)

HMA Public Relations is providing the following in response to RFP # BPM003518 for Public Relations Category (#9) and the Multicultural Focus Marketing Partner (#10 vi) for Public Relations (only).

HMA understands and agrees to provide all functions normally required of a public relations firm within the State of Arizona as outlined in the RFP.

HMA Public Relations is a full-service public relations agency with more than 40 years of reliable, effective follow-through and successful communications results working on projects for public and private sector clients, governmental agencies and other entities, including the State of Arizona and its varied agencies, public school districts and tribal communities, since 1980. It's what we did when we created the Arizona

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Department of Administration's first-ever multi-cultural public relations campaign "(Discrimination Elimination") in the early '90s and what we have continued to do in the decades since.

The many distinct services HMA Public Relations has provided to our clients have kept us at the forefront of the communications realm. These include implementing strategic multi-cultural media relations and digital communications programs; collateral development including video and digital content; developing and managing a wide variety of special events and promotions; community relations activities; organizing employee communications needs, and issues management and crisis communications strategies.

Our award-winning account service team brings superior insight and understanding of how to work effectively with local, statewide, national media and appropriate trade press. The long-standing strength and reputation of the firm has been built on skillful integrated communications expertise. We have the flexibility to structure each client relationship according to the client’s particular needs, resources and internal capabilities.

We respect our clients’ understanding of their business, and we have earned our clients’ respect. We value client trust and realize we must continue to earn it daily by understanding the challenges and developments of our clients’ businesses.

Working across a variety of industries such as education, professional services, disabilities, real estate and finance, trade associations, nonprofit, government, tribal affairs and restaurant/hospitality/retail implementing campaigns reaching diverse communities, HMA Public Relations has been side-by-side with many of our cities’ business and community leaders that have been instrumental in the growth of our community.

As our industry evolves, so do we. Our firm has full-service public relations capabilities, and our team understands how all aspects of communications blend together for a comprehensive strategy that nets out results tied to measurable goals.

Along with the crucial requirements of getting the job completed accurately, timely and within budgetary requirements, HMA Public Relations’ highly qualified team of professionals extends an interpersonal perspective – networking with a vast array of people and making solid business relationships to maximize a client’s marketing efforts. We operate on the basic premise that the more accustomed we are with our clients and the more we understand them, the better performance we can render. As an agency with a rare commitment to teamwork – both within our firm and with our clients – we anticipate a continuing leadership role in forging lasting relationships.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

The relationships we build with our clients are personal and lasting while maintaining the utmost level of professionalism. We believe this is because we help our clients find their voice and business personality. We align our goals to produce the highest level of results. We pride ourselves on becoming part of our client’s team, working side-by-side to ensure the success not only of our communications initiatives but the success of your business as well.

This commitment to our client is what has afforded us the longevity in the marketplace as one of the oldest and continuously operating public relations firms in the state and a trusted partner in both the public and private sectors.

We are broadly trained and experienced in an extensive range of public, community, digital/social and media relations. We serve as trusted advisers to not just our clients’ public relations, communications and integrated marketing needs, but also to your broader business objectives. It is about outcomes, not outputs. The goal is to move the needle and affect measurable change, whether through a specific project or ongoing campaign.

We are continually ranked among the top public relations firms in the nation because we are thoroughly competent in a variety of marketing communication strategies including public relations strategies, media relations, media training and content creation.

We believe that among the keys to developing and maintaining a strong client/agency relationship are:

• The best match of capabilities to needs;

• Agreement on objectives;

• Constant availability;

• Full information sharing; and

• Continuous interaction.

And underlying all is mutual trust and respect. We believe that we can assemble these components and together, build a strong, rewarding and lasting relationship that ensures long-term awareness of the state’s many and varied agencies among its target audiences. We’ve got a portfolio of many long-term clients, dozens of awards and a rock-solid organization that would not have been in business for as long as have if we were not good at what we do.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

As with all our clients, we believe it is imperative to become your partner. We will utilize our talents and experience to become a key member of the state agencies’ communications teams. We will establish a regular meeting schedule, as well as the ongoing day-to-day communication that will be a critical part of our client/agency relationship.

After each meeting where action items are discussed, we prepare a contact report. This report serves several functions, primary of which is to ensure that all parties agree on assignments, results and all other substantive parts of the discussion. In conjunction with the contact report system, we submit timely memos, status updates on completed projects and presentations on program effectiveness. If desired, we also provide a capsule report of the effectiveness of our communications program that includes the metrics established in our overall communications plan.

All written materials to be disseminated for public disclosure are always prepared in final form for client review and authorization.

Semiannual and annual client/agency reviews round out the report cycle. During these meetings, past and future strategies are evaluated for their effectiveness. These meetings build two vital ingredients – flexibility and adjustments – into the decision-making process. These adjustments allow both the agency and the client to respond positively to the marketplace.

How Do We Think and Work What is the added value to hiring outside public relations counsel? Our experience shows that organizations are typically more successful if they utilize outside agencies to conduct a host of communications duties.

These duties can be done in cooperation with an in-house communications team or independently with a direct report to senior leadership team members.

A public relations agency has a committed and objective focus on one thing – implementing a strategic plan designed to reach your important communications goals. Success comes from long-term and persistent attention; this sustained focus is crucial to success.

When you study what effective and well-defined client/agencies partnerships can achieve together, it opens up new possibilities for results that better serve your objectives.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Public relations agencies approach clients’ news with valuable perspective. We’ll ask the tough questions about what makes something newsworthy and understand whether the media or other influencers will find it notable. The agency team will always provide counsel on how to make something as newsworthy as possible and offer guidance on the best way to communicate the news for the most return.

Agencies have more brainpower to tap into for the most creative ideas. From seasoned professionals to new college graduates, agency staffers can combine experience with out-of-the-box ideas to get a solution that works for your business.

What Differentiates Us and Why the HMA Team is the Best Choice We consider our points of differentiation to be:

• Market stability, solid reputation, and applicable and relevant experience;

• Focus on integration of all marketing communication strategies;

• Structure doesn’t result in conflict of interest;

• We articulate goals and set strategy;

• We create a foundation – research the competitive landscape, create messages, media train spokespeople and write the communications plan;

• Together with our clients, we establish tangible activities are measured against the plan;

• Constant interaction with our clients is critical to our success; to keep the communications program on track, we schedule regular meetings with our clients; and

• Access to best-in-class communications professionals around the world when needed.

• We are a trusted and effective government contractor at the city, county, state and tribal levels.

We are proud of being among the top public relations agencies in the state and we’re even prouder of the vast professional and personal associations we have developed over the years with clients, media, strategic partners and others important to our team and the success of our clients.

We believe that among the keys to developing and maintaining a strong client/agency relationship are:

• The best match of capabilities to needs;

• Agreement on objectives;

• Constant availability;

• Full information sharing; and

• Continuous interaction.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

HMA Public Relations utilizes a team approach with all its clients. In addition to the account team members, the agency’s president and vice president/general manager are strategic members of all account teams. This ensures consistency of account management and provides for adequate account coverage.

HMA takes great pride in its many long-term client relationships, some spanning more than a decade. We believe this reflects on our integrity and business ethics, our open and honest client relationships, the results that we deliver and our stable work environment. We maintain good working relationships with our past clients, as well, many of whom return as their businesses grow and prosper.

We strive to build long and lasting relationships with our clients and their targeted publics. HMA is a team of creative and talented professionals who are storytellers and relationship-builders with a commitment to our communities, which has been key to our success. We work with our clients to understand the role of strategic communications in today’s markets. As a team, we guide the conversation about the campaign and all of its elements on a continual basis.

HMA Public Relations team has one of two practicing public relations professionals in Phoenix to be recognized as a Fellow and is one of less than 50 in Arizona who has received the Accredited in Public Relations designation from the Public Relations Society of America, our President Scott Hanson.

Decades of experience give our dynamic and award-winning team the ability to take organizations to heights they've never reached before. Our integrated team provides you a unified voice that ensures the most effective results. Executives at our agency hold positions on the board of directors for the Public Relations Society of America and the Public Relations Global Network. We maintain active memberships with the Public Relations Society of America’s Counselor’s Academy, Society of Professional Journalists and a variety of business and philanthropic groups throughout our communities.

Previous State of Arizona Clients HMA Public Relations has provided public relations support to the following State of Arizona agency clients under previous statewide marketing contracts as well as through direct RFP awards:

Arizona Office of Tourism Arizona Commission for the Deaf and the Hard of Hearing Arizona Department of Administration

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Arizona Department of Housing Arizona Division of Occupational Safety and Health/Industrial Commission of Arizona Arizona Mexico Commission Governor’s Council on Developmental Disabilities MaskUp Arizona Northern Arizona University

HMA Public Relations is currently under contract with Arizona State University and the City of Phoenix to provide public relations services similar to those outlined in this RFP.

2. Provide an organizational chart for your overall organization showing each department within the organization. Offerors composed of multiple organizations or alliances shall identify all entities to be providing services to the State.

3. Please provide information regarding your experience with providing marketing for Special Populations (Hispanic, Tribal Communities, Hard of Hearing, etc.). Please provide any relevant examples as appropriate. (Only applicable to Offerors proposing for Multicultural Focus Marketing Partner)

State of Arizona

Abbie S. Fink Vice President/GM

Scott Hanson President

Alison Bailin Jennifer Schwegman

Autumn Jarrett Marissa Baker

Other resources as needed https://hmapr.com/client-news/governor-ducey-announces-statewide-campaign-promote-mask-use-developed-partnership-arizona-advertising-agencies/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

HMA Public Relations has provided strategic public relations services to diverse populations for more than 40 years.

Disability Advocacy ACCEL – case study Arizona Bridge to Independent Living (now Ability 360) – case study Arizona Center for Disability Law Arizona Commission for the Deaf and the Hard of Hearing – case study Arizona Department of Administration – Discrimination Elimination Governor’s Council on Developmental Disabilities National Association of Private Special Education Centers (NAPSEC) Statewide Independent Living Council

Tribal Affairs Ak-Chin Indian Community – case study Arizona Indian Gaming Association Cocopah Tribe Colorado River Indian Tribes Ft. McDowell Indian Community Gila River Indian Community Havasupai Tribe Hopi Tribe – case study Inter-Tribal Council of Arizona Navajo Nation New Mexico Indian Gaming Association Pascua Yaqui Tribe – case study Salt River Pima-Maricopa Indian Community Tohono O’odham Nation White Mountain Apache Tribe Yavapai-Apache Tribe Yavapai-Prescott Indian Community https://hmapr.com/case-studies/accel/ https://hmapr.com/case-studies/ability-360-sports-and-fitness-center/ https://hmapr.com/case-studies/arizona-commission-for-the-deaf-and-the-hard-of-the-hearing-acdhh/ https://hmapr.com/case-studies/harrahs-ak-chin-casino/ https://hmapr.com/case-studies/hopi-tribe/ https://hmapr.com/case-studies/pascua-yaqui-tribe/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Other Multicultural Arizona Department of Administration/Discrimination Elimination Arizona Nutrition Network/Arizona Department of Health Services City of Phoenix Public Transit

Yes No

Has any Federal or State agency ever made a finding of noncompliance with any relevant civil rights requirements with respect to your business activities? If Yes, please attach an explanation with proposal.

X

Has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner or any of entity employee, owner, director, general partner, officer, or any person who owns 10% or more the entities stocks been indicted, convicted, or been a subject of a criminal investigation involving a State, Federal or Foreign felony or a crime of moral turpitude? If Yes, please attach an explanation with proposal.

X

Does the Offeror have sufficient funds to meet obligations on time under the Contract while awaiting reimbursement from the Eligible Agency? If No, please attach an explanation.

X

In the last five years has the Offeror, any subsidiary or intermediary company, any parent company, and holding company or any partnership in which the Offeror was a general partner had a license denied, revoked, suspended or provisionally issued? If Yes, fully describe the circumstances, including the other party's name, address and telephone number.

X

In the last five years has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner had a contract terminated for default or for cause, or had a contract that was not renewed when additional years were available for renewal? If Yes, fully describe the circumstances, including the other party’s name, address, and telephone number.

X

In the last five years, has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner had billing disputes with another State Agency of more than $10,000? If Yes, fully describe the circumstances, including the other party’s name, address, and telephone number.

X

In the last five years, has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner been assessed liquidated damages of $20,000 for one incident or more than $100,000 for a Contract year or has traded or given anything of value under any of its existing or past Contracts as an alternative to paying liquidated damages in those amounts? If Yes, fully describe the circumstances, including the other party’s names, address, and telephone number.

X

In the last five years, has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner been assessed any fine, penalty, claim against insurance, or performance bond penalties? If Yes, fully describe the circumstances, including the other

X

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office party’s names, address, and telephone number.

In the last five years, has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner been designated a defendant in a lawsuit in any State, Federal, or Foreign court involving its delivery, operation, maintenance, of any tree removal services?

If Yes, fully describe the circumstances, including the other party’s names, address, and telephone number.

X

In the last five years, has the Offeror, any subsidiary or intermediary company, any parent company, any holding company or any partnership in which the Offeror was a general partner had trading in the entity’s stock suspended? If Yes, fully describe the circumstances.

X

Has your organization ever gone through Bankruptcy? If Yes, when? Include the State, District and Case Number. X

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Experience References The State intends to conduct reference checks for account references provided by Offerors. It may, at its sole discretion, contact additional clients not presented as references. Offerors shall provide at least four (4) client references for assignments that replicate or mirror the requirements of this RFP. All assignments shall be for assignments received and completed within the last five (5) years.

1. Client Company Address Contact Begin Date End Date

Harrah’s Ak-Chin

15406 N. Maricopa Rd.

Maricopa, AZ 85139

Michael Kintner, Senior Vice President & General Manager present

Phone Number Email Address

480-802-5051 mkintner@caesars.com

Project Scope and deliverables, include number of resources engaged in project, timeline of project (major milestones)

HMA Public Relations has provided full-service public relations support to Harrah’s Ak-Chin Casino since 2010.

Prior to that, the agency was on contract with the Ak-Chin Indian Community and supported the gaming enterprise through that contract. Responsibilities include public relations counseling, media relations, community relations and issues management/crisis communications.

Major milestones: Year-long commemoration to mark the 25th anniversary of the opening of the casino (2019); completion of a multi-million dollar renovation including the addition of a spa/fitness center, fine dining and The Events Center to accommodate conferences, small meetings and live entertainment (2016- 2019).

List job positions provided and technologies utilized to supplement services.

Services were provided by the agency’s vice president/general manager and account services personnel utilizing applicable programs in the Office Suite, plus such things as CANVA, Unsplash and others.

mailto:mkintner@caesars.com

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

2. Client Company Address Contact Begin Date End Date

Havasupai Tribe

1930 E Brown Rd. Ste Mesa, Arizona, 85203-

Denten Robinson, General Counsel

2016 present

480-500-6656 denten@drlawfirm.com

Project Scope and deliverables, include number of resources engaged in project, timeline of project (major milestones)

HMA Public Relations has provided public relations support to the Havasupai Tribe since 2016. We have supported the tribe in the past, dating back to 2003 when our work involved issues management communication regarding sensitive cultural issues. Our work has involved communications strategies for such issues as education, uranium mining, tribal gaming and animal welfare. Most recently, HMA has provided internal communications for the Tribal Council to the tribal community regarding COVID-19.

Major milestones: Ongoing advocacy with support from Sen. Sinema, Rep. Grijalva and Rep. O’Halleran to enact the Grand Canyon Protection Act (2018-2020); provide media relations support to the Tribal Council and nine families represented by the Native American Disability Law Center, filed suit against the Bureau of Indian Education for lack of accommodations at the K-8 school located in Havasupai; coordinated six animal welfare missions, bring large and small animal vets as well as an equine dentist and farriers into Supai to provide no cost veterinary care (2016-2019, trips postponed in 2020 and 2021); served as public information officer during a flash flood, resulting in the evacuation of 200+ tourists (2018).

List job positions provided and technologies utilized to supplement services.

mailto:denten@drlawfirm.com https://hmapr.com/client-news/havasupai-tribe-among-others-to-benefit-from-enhanced-tribal-gaming-compact/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

3. Client Company Address Contact Begin Date End Date

Arizona Association of

REALTORS

255 E Osborn Rd #200, Phoenix, AZ 85012

Michelle Lind, CEO

602.248.7787 (Ext. 1461)

Michellelind@aaronline.com

Project Scope and deliverables, include number of resources engaged in project, timeline of project (major milestones)

HMA Public Relations was awarded the contract for the Arizona Association of REALTORS, successfully transitioning the work from the previous contract-holder in a seamless fashion. Our work includes proactive media relations and thought-leadership strategies on behalf of this statewide advocacy agency.

Major milestones: secured statewide media coverage for the importance of pool barrier laws (2020); secured statewide media coverage highlighting the REALTORS support of the Arizona Housing Fund (2020-21), secured statewide media coverage regarding tenant-landlord assistance program funding (2020).

mailto:Michellelind@aaronline.com https://tucson.com/opinion/local/local-opinion-landlords-need-assistance-too/article_89c9bac3-93b1-578a-badf-8825b9e0703e.html

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

4. Client Company Address Contact Begin Date End Date

ACCEL

10251 N. 35th Ave.

Phoenix, AZ 85051

Jessie Bustamante, Chief Advancement Officer

(602) 926-7210 ext 3007 jbustamante@accel.org

Project Scope and deliverables, include number of resources engaged in project, timeline of project (major milestones)

HMA Public Relations provides full-service public relations and digital communications support for ACCEL, a nonprofit organization serving children and adults who have developmental disabilities. Most recently, HMA has provided internal communications for administration to staff, parents/students and teachers regarding COVID-19. HMA had previously worked with ACCEL in 2014-15 and were re-engaged once again to further capitalize on our knowledge and expertise working with the disabilities community.

Major milestones: Managed all internal communications (staff, parents, students, stakeholders) regarding ACCEL’s COVID-19 health and safety protocols and school closures (2020-2021); created communications opportunities for the ACCEL’s international program (2020), thought-leadership regarding school choice.

End of Attachment 2-A mailto:jbustamante@accel.org https://azcapitoltimes.com/news/2020/03/20/school-choice-necessary-but-its-not-solution-for-special-ed-students/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Attachment 2-B: Organization Profile

The State may determine your proposal is non-responsive if you do not answer all questions fully.

Firm Name Sportscom, Inc. (dba HMA Public Relations) Year Established 1980

Principal Address 5814 E. Kings Ave., Scottsdale, AZ 85254-9217

Entity Type Corporation # of Full-Time Employees

Parent Company (If Applicable) n/a # of Part-Time/Seasonal Employees

Years of experience providing services similar in type as required by this Solicitation 41

Years the organization has conducted business in Arizona 1980-2021

Licenses/Certifications (Please provide copies of all Licenses/Certifications listed below)

Description Issuer Number Expiration

Accreditation in Public Relations (APR) Public Relations Society of America n/a Renewed Annually

Fellow, Public Relations Society of America Public Relations Society of America n/a Lifetime

End of Attachment 2-B

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Attachment 3-A: Method Proposal

The Offeror shall provide a narrative response to each question that demonstrates their understanding of the Scope of Work requirements and describes your company’s overall method of approach for providing the services stated in this Solicitation. The State may determine your proposal is non-responsive if you do not answer all questions fully.

Instructions: Please provide a detailed response to the question(s) below, ensure you provide information that addresses each of the categories with which you are proposing services for as applicable.

1. Provide a narrative response that describes your organization's overall method of approach for providing the required services as stated in this solicitation.

Our method to developing a successful public relations campaign includes, but is not limited to, the following ideals:

• Developing mutually beneficial relationships between our clients and their stakeholders.

• Ongoing engagement – becoming involved in the community rather than just being involved in the conversation.

• Using transparency, honesty and ethics.

• Friending influencers to help pass on our key messages.

• Using measurement benchmarks to gauge success or changes that may need to be made.

• Using the SMART method of setting objectives.

From strategic planning to final tactical execution, we make sure your messages are heard and—more importantly—understood.

From our very first meeting, we work closely with you to ensure that the overall goals of the agency’s communications effort are on target and that all objectives are being met. Every phase requires the complete approval and agreement of the client before it is executed.

Once a state agency has contracted with HMA Public Relations, we will conduct a thorough communications audit/discovery session. This session will give us the opportunity to learn more about the particular agency, its leadership and will help guide us as we development and implement a communications strategy. Our previous experience with other state agencies has shown us that the investment in this effort is beneficial to the long-term success of the project and makes the transition process smooth when taking over for another contractor.

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Armed with the information from the audit, HMA will develop a comprehensive public relations plan that will prioritize the communications needs of the agency and will detail the recommended tactics for implementation. As with all public relations plans, it is meant to be a living document that can be added to and edited at any time based on new goals, achievement of current goals, market changes, budget changes, etc. It will be based on our own market analysis, meetings with the state agency’s leadership and agreed-upon goals, messages and key objectives.

The following are seven points, which, through experience, have proven to be valuable principles for our clients to follow when developing a strategic plan.

1. Confirm that there is a positive marketing environment both internally and externally in which to build a branded equity that will yield positive results.

2. Be absolutely certain that there are quality products and services at the heart of the brand-building proposition that can command the consumers’ attention as well as respect over an extended period of time.

3. Establish a clear frame of reference so the consumer knows exactly what to do with your information.

4. Dissect the market into precise consumer segments, making the brand as compelling as possible to each element of its defined target audiences.

5. Develop a concise, impactful position statement and make it the focal point around which the consumer should rally. This statement should guide the overall marketing strategy and be utilized across all campaigns.

6. Commit to a consistent marketing communications program that proliferates this positioning to all elements of the marketing mix. Speak consistently with one voice.

7. Think long term.

No matter what the specific tactics are, we find that there are 10 tried and true steps to developing a successful public relations campaign.

1. Define the situation

a. Define the scope of the project

b. Develop a time and action

c. Define the expected results

d. Estimate what funds are needed to achieve results

2. Examine the current organization

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

a. Identify major consumer segments

b. Define the categories and services to be offered to them

c. Identify areas of differentiation from the competition

3. Develop a situational analysis

a. Compare past objectives with actual results

b. Review the factors that led to the results

c. Analyze how well the plan was implemented

4. Identify future opportunities

a. Identify targets for potential growth

b. Project the consumers’ needs

c. Develop a comprehensive communications strategy

5. Set quantitative objectives

a. Establish brand dominance

b. Increase promotional efficiency

6. Identify key issues

a. Identify key benefits and present them as solutions

7. Develop the creative work plan, public relations plan and media plan

8. Present creative concepts for client approval

a. Provide strategically sound concepts

b. Provide itemized estimates for client approval

9. Complete production within budget and steward the plan

10. Provide all billing in a complete, accurate and timely manner.

Through our previous work for the State of Arizona, we would anticipate the following strategic tactics would be included in any public relations plan for a state agency:

Media Relations: HMA Public Relations’ extensive media relations experience spans the entire state of Arizona. Our strong media relationships include reporters, editors and content producers at the state’s print, broadcast and online media outlets. We make the media a priority and respect the role they play in sharing our clients’ news.

We take the time to get to know the reporter, their priorities and the subjects that matter to their readers/viewers/listeners. Our weekly blog feature called #MediaMonday, now in it’s 10th year, is a testament to the depth and breadth of our media contacts. This is not a one-size-fits-all approach, but rather a strategic effort to know what is important to them.

https://hmapr.com/category/media-monday/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

We believe a strong, coordinated public relations effort is the most successful and economical way to communicate the key messages of an organization. This is true whether we are writing for the general public or writing to communicate to the media.

The key to successful story placement is built on years of hard-won respect: the media are our valued partners and welcome our presence because we continually provide them with good subject matter and valuable recommendations to reach their audiences. We are diligent about keeping our relationships with them fair and accurate, open and honest.

We believe media relations is a valuable component of any strategic public relations campaign. Effective story placements are viewed as credible due to the third-party endorsement given by the writer of an article or the reporter of a broadcast story. We anticipate that all media, including print, broadcast and online/digital journalists will be a part of the public relations effort.

Our account team members will generate story pitches, news articles, editorials, public education pieces, feature articles, media advisories, media kits, backgrounders and photo captions on a regular basis, all designed to generate positive media coverage for the particular state agency, its key executives and key priorities. Visit our client newsroom for examples.

Bylined articles: Bylined articles, prepared for you and submitted with your name as author, offer an excellent opportunity state agency representatives to share valuable insight into topics of importance to your stakeholders. We will work with you to create these stories and to ensure their placement. There are a variety of content media sites, as well as traditional media outlets, that allow for byline article submissions.

Based on timing, we will prepare and pitch these opportunities to secure placement. Here is a link to a Business Journal article by Mary Jo Whitfield of Jewish Family & Children’s Service on the topic of healthcare disparity.

Digital Communications/Content Marketing/Social Media: Our team is well-versed in multiple social media/digital channels and believes in content-driven digital campaigns that fully engage our audiences and strive to create conversations beyond just message delivery. In fact, we practice what we preach and maintain an active social media and digital communications philosophy for our own agency. Here is a link to https://hmapr.com/client-news/ https://www.bizjournals.com/phoenix/news/2021/04/01/improving-health-racial-minorities-helps-arizona.html

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office our blog, HMATime, which was established 10+ years ago and is updated each work day, and Copper State of Mind, our recently launched podcast about public relations and marketing communications.

HMA may recommend a digital communication strategy that encompasses a variety of different platforms intended to reach your target audience. This well-thought-out strategy will include recommendations for content postings that align with the overall marketing strategies for the district.

Community Outreach: An effective community outreach plan means letting your stakeholders know all the great things that are happening within the state agency. As part of its overall public relations plan, HMA will incorporate an effective, community outreach strategy to bring awareness and attention to the good work of the agency and its programs, ensuring support of programs and services in the future. Here is a link to a case study for the Arizona Commission for the Deaf and the Hard of Hearing. This effort provided an opportunity for members of the media to experience deafness for a day, raising their awareness and understanding of the mission of ACDHH in support of the deaf and hard of hearing community in our state.

Crisis Communications: Although we hope to never have to use it, we work with our clients to develop a crisis communications plan – or review and update their current plan – to ensure all responsible parties take appropriate actions in a timely manner in the event of a crisis situation. The plan, if used correctly, will minimize the impact of a crisis upon the organization and normal daily operations. If followed accordingly, this plan will also:

• Prevent long-term damage to your reputation;

• Keep confidence and satisfaction among current students, parents, teachers, administrators, the media and other stakeholders;

• Maintain successful employee morale;

• Protect financial resources and save management time; and

• Avoid costly litigation.

As part of our crisis communications efforts, HMA prepares and distributes written statements for the media, prepares and distributes internal communications documents, serves as spokesperson or provides training to organization spokespersons and provide general counseling to the client.

https://hmapr.com/our-blog/ https://hmapr.com/our-podcasts/copper-state-of-mind/ https://hmapr.com/our-podcasts/copper-state-of-mind/ https://hmapr.com/case-studies/arizona-commission-for-the-deaf-and-the-hard-of-the-hearing-acdhh/ https://hmapr.com/case-studies/arizona-commission-for-the-deaf-and-the-hard-of-the-hearing-acdhh/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

Media Training, Digital Communications Training: Media training is designed to help you work with the media instead of against them. This training may be as basic as knowing the different media formats that exist to becoming skilled at turning a potential negative question into a neutral or positive one.

HMA typically conducts up to a six-person, three-hour training seminars that prepare your designated spokespeople to meet with the media. The session includes information regarding the media, what makes a good story and how to be a reliable resource for a reporter. In addition, the seminar provides on-camera training where participants have an opportunity to try out their skills. Each “interview” is replayed and critiqued by the trainer.

HMA will meet with state agency leadership in advance of preparing materials to create the specifics of the media messages you want your people to know.

Abbie S. Fink serves as HMA’s primary media trainer. She has conducted training and media familiarity sessions for such clients as: ACCEL, Arizona Commission for the Deaf and the Hard of Hearing, Arizona Department of Occupational Health and Safety/Industrial Commission of Arizona, Arizona Game and Fish Department, Maricopa Unified School District, Town of Queen Creek, Boys & Girls Clubs of Greater Scottsdale, Partnership for a Drug-Free America, , AeroMexico Airlines, Arizona Bridge to Independent Living, Arthritis Foundation, Central Garden and Pet Company, Circle K Tempe Music Festival, Einstein Bros Bagels, KY-KO Roofing Systems, Scottsdale Leadership and Subway Restaurants.

2. Proposals for benchmarking Advertising trends and for measuring performance.

HMA Public Relations is submitting this reponse to provide public relations services to the State of Arizona’s agencies, including those identified in the muticultural focus effort. Although question #2 specifically asks about performance measurement for advertising, we feel it is relevant to share with you how we measure our success for public relations efforts.

Our success will be solely based on our ability to capture the mission of the state agency and its key performance indicators (KPIs) and successful secure placement of key messaging in communications channels that reach the intended target audiences. Our goal will be to ensure that the right messages at the

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office right time are being shared. A front-page story of a daily newspaper is great but would only be considered successful if the intended key messages are incorporated.

The dollars an agency spends on public relations shouldn’t be seen as an expense item – but rather an investment in your brand and a revenue generator. At the outset of our relationship, we ask you to define success: our tailored public relations program is then based on that, with tangible metrics. To assess impact, we will measure the indicators that your messages are getting through to your audience. The public relations plan will include several measurable goals – many of which explicitly cannot be reached without successful incorporation of the key messages.

HMA adheres to the Barcelona Principles, seven principles that provide public relations practitioners with voluntarily guidelines to follow for effective public relations and communication measurement. You can learn more about it here.

3. Description of how the Offeror will affect an orderly transition from the previous contractor or to the State or to another Contractor upon termination of this Contract for any reason. Include any relevant milestones and activities within those milestones.

HMA Public Relations has long-prided ourselves on our ability to “work well and play well with others.” Our commitment to client success reminds us that as public relations professionals there may be a time when our services are transitioning to another colleague or vice versa, a new client is coming our way. Regardless of the circumstances, it is incumbent upon all of us to ensure a smooth transition from one public relations agency to another, in the event that is needed or requested . Our longterm role as ethics leaders in the public relations community supports this philosophy of conducting business in a professional manner with the client’s best interests at the forefront.

In the event that we need to transition a client, either to another public relations agency on contract or back to the state, we will prepare a summary document of all projects and will provide all relevant information to ensure that the project will continue.

All ideas, themes, promotions and materials developed by HMA Public Relations for its clients are the property of the client and cannot be duplicated or used for other activities without prior permission from the https://hmapr.com/barcelona-principles-3-0/

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office client. However, our media lists and certain work product are considered proprietary and we do not provide them in detail to clients.

4. A preliminary assessment of where the Offeror believes the State could reduce its Advertising expenses without negatively impacting quality or service level.

HMA Public Relations is submitting this reponse to provide public relations services to the State of Arizona’s agencies, including those identified in the muticultural focus effort. Question #4 deals specifically with cost savings for advertising and therefore is not relevant to our response.

5. A preliminary proposal for calculating and identifying a cost reduction sharing program wherein you are able to share a portion of the realized savings in Advertising Services spending through bulk buying or other processes that you help the Eligible Agency realize.

HMA Public Relations is submitting this reponse to provide public relations services to the State of Arizona’s agencies, including those identified in the muticultural focus effort. Question #5 deals specifically with cost reduction sharing program for advertising and therefore is not relevant to our response.

6. Provide details regarding your agency's process for ensuring all relevant media meets the required ADA requirements (Closed Captioning, etc.)

HMA Public Relations has been providing and implementing public relations and…