Strategic_Market_Solutionsv_Offer_Documents__Includes_Exec._Offer_and_Acceptance_.pdf

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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

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. 05/27/21 DWR

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

Strategic Market Solutions Inc., dba Commit Agency

Offeror Company Name Signature of Person Authorized to Sign Offer

58 W. Buffalo St., No. 200 David W. Ralls

Address Printed Name and Title

Chandler, AZ 85225 Janelle Brannock, Senior Director of Strategy

City, State, Zip Contact Name and Title

86-0881876 jbrannock@commitagency.com 480-390-0757

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

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

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:__CTR056870_______________________Contract Effective Date:_September 1, 2021________Contract Awarded Date:_August 17, 2021_______________

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

Available online at app.az.gov

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

Procurement Officer Signature:_______________________________________________Procurement Officer: Jennifer Wenger_________________________________

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

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 X

Design Firm Services (Creative) X

Production Services X

Media Services X

Interactive Marketing Services X

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.)

In business since 1997, Commit Agency is a brand definition, consumer experience and influence agency that believes moments make brands. This is not “flavor of the month” thinking, but our unwavering approach to everything we do. When brands deliver memorable experiences that truly connect with consumers, conversations take place that in turn amplify brands’ influence. Harnessing the power of these conversations at the precise moment in time when brands and consumers intersect is not only the best thing to do, but it’s the only thing to do in order to deliver the kind of results our clients have come to expect from us.

At Commit, we believe that thoughtfully-designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing. Consumer behavior drives everything we do, every decision we make and every dollar we spend on behalf of our clients to meet their goals. We know where and how consumers are interacting, and are using that intelligence to create campaigns and experiences that amplify those conversations across myriad marketing channels.

Part of our longevity is our ability to develop long-term relationships with many of our clients, some of which span more than 20 years. We’re not the boasting type, but we’re proud of our ability to develop and maintain relationships as a result of delivering superior results for our clients.

Located in the vibrant downtown Chandler area, Commit is comprised of 27 industry professionals in the areas of account service, analytics/research, branding, content, communications/PR strategy, creative, digital, social media and website development.

We have extensive experience with a variety of industries including hospitality, healthcare, public education, quick-service restaurant, multi-unit retail, home services, government and destination clients. This versatility allows us to bring the best strategies and solutions to our clients, blending cross-industry trends and intelligence to drive growth.

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

Commit is a member of the Agency Management Institute, an agency network that meets twice annually to discuss best practices, trends, successes and big ideas that measurably impact the agency and clients.

Members of our leadership team are active board members for several local and national organizations. Commit President David Ralls sits on the boards of the Boys & Girls Clubs of Metro Phoenix, Chandler Compadres and ICAN, and Vice President Stan Yamamoto sits on the board of the Phoenix Ad Club.

We understand and are committed to serve as a true thinking partner for our clients. We prefer to operate in this partner relationship, working hand in hand to create the kind of programs, campaigns or technology solutions you need, whether it’s a new website or a fully-integrated, strategic advertising campaign spanning various mediums. Our holistic approach allows us to focus on a specific assignment while constantly identifying potential solutions for other business challenges, allowing for optimal growth. Below is a breakdown of our primary services available for work we may do with the State of Arizona.

BRAND DEFINITION

● Research

● Strategy

● Consumer Definition

● Identity Development

EXPERIENCE DESIGN

● User Experience

● Website Design

● Service Design

● Service Mapping

● Mobile Applications

● Physical Experiences

AMPLIFY INFLUENCE

● Integrated Campaigns

● Social Media

● Content Creation

● Search Engine Marketing (SEM)

● Media Planning

● Data Analytics

Commit Agency has the following years of experience for each of the Categories in the State of Arizona RFP:

● General Marketing Partner: 24 years

● Design Firm Services (Creative): 24 years

● Production Services: 22 years

● Media Services: 22 years

● Interactive Marketing Services: 21 years

● Public Relations: 21 years

● Multicultural Focus Marketing Partner: 16 years

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.

See Attachment 2-A Supplement (1 of 3)

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

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)

Commit Agency has deep experience developing multicultural campaigns representative of the diverse makeup of Arizona residents by adapting messaging and technology to support such communities.

The agency has developed successful integrated marketing campaigns in both English and Spanish for a variety of clients, including the Arizona Department of Health Services, Maricopa County Recorder’s Office and Elections Department and Meritus, the state’s first and only health insurance CO-OP (Consumer Operated and Oriented Plan) created under the Affordable Care Act. In all cases, the Commit team worked with experienced multicultural communications experts to develop creative and messaging that resonated with all audiences—prioritizing transcreation over translation to take into consideration cultural nuances.

In addition to multicultural campaign development, Commit Agency has a thoughtful approach when it comes to talent selection to ensure campaigns are as inclusive as possible. For the Maricopa County Recorder’s Office and Elections Department, for example, the TV spots included multicultural talent as well as a County resident who was visually impaired and one who used a wheelchair. In this example, TV spots were produced with closed-captioning to ensure those with hearing loss could understand the context of the message being shown.

Our media experts are well-versed in working with Arizona media outlets representative of the different communities they serve, such as Hispanic and Native media outlets.

For additional information about our experience as a Multicultural Focus Marketing Partner, please refer to Attachment 3-A Supplement (2 of 3).

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.

● Due to the COVID-19 pandemic, two of Commit Agency’s clients were significantly impacted (temporarily or permanently shuttered), which resulted in the termination of marketing activities.

Those clients are:

■ Flix Brewhouse Chandler (1 W. Chandler Blvd., Chandler): CEO Allan Reagan, (512) 238-0938

X

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

■ Ballet Arizona (2835 E. Washington St., Phoenix): Executive Director Samantha Turner,

(602) 381-0184

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 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 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

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

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

Maricopa County Recorder’s Office and Elections Department

510 S. 3rd Ave Phoenix, AZ 85003

Adrian Fontes (former Maricopa County Recorder)

May 2019 December

Phone Number Email Address

602-565-2257 Adrian.fontes@gmail.com

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

Scope: Development of an integrated advertising campaign educating Maricopa County voters about the upcoming elections in the 2019-2020 election cycle.

Deliverables:

● Strategic plan development

● Creative campaign development

● TV production

● Creative assets (English and Spanish)

○ TV spots

○ Radio spots

○ Digital ads

○ YouTube ads

○ Connected TV

○ Social media ads

○ Print ads

○ Outdoor ads

● Integrated media plan development (traditional and digital)

● Execution of integrated media plan

● Account management

● Website design

● Data analysis

Number of Resources: 16 agency resources

Timeline + Milestones:

● May 2019: Agency award

● June - July 2019: Strategic plan development

● July - August 2019: Creative campaign development

● June 2019 - September 2020: Integrated media plan development for various elections

● August 2019 - November 2020: Execution of integrated media plan

○ August 2019: Peoria Election (Aug. 27)

○ October - November 2019: Election for 24 Jurisdictions (Nov. 5)

○ January - March 2020: Presidential Preference Election (March 17)

○ February - March 2020: Chandler/Tempe Election (March 10)

○ April - May 2020: Fountain Hills Election (May 19)

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

○ May - August 2020: Primary Election (Aug. 4)

○ September - November 2020: General Election (Nov. 3)

○ December 2020: Campaign Performance Analysis

List job positions provided and technologies utilized to supplement services.

Job Positions Provided:

● President

● Senior Director of Strategy

● Creative Director

● Account Manager

● Designer

● Copywriter

● Traffic Manager

● Traditional Media Planner

● Digital Media Specialists (3)

● Social Media Ads Specialist

● Director of Social Media

● Content Producer

● Website Developers (2)

Technologies Utilized:

● Google

● YouTube

● Facebook

● Instagram

● StackAdapt

● AdobeXD

● Cuebiq

2. Client Company Address Contact Begin Date End Date

Goodwill of Central and Northern Arizona

2626 W. Beryl Ave.

Phoenix, AZ 85021

Courtney Nelson, Vice President of Marketing

December 2017 Ongoing

Phone Number Email Address

602-535-4039 Courtney.nelson@goodwillaz.org

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

Scope: Reposition Goodwill of Central and Northern Arizona using sound research and develop ongoing creative campaigns leveraging organization’s meaningful points of difference.

Deliverables:

● Research

● Brand development

● Creative campaign(s) development

● TV production

● Photo shoot(s)

● Creative assets

○ TV spots

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

○ Radio spots

○ Digital ads

○ YouTube ads

○ Connected TV

○ Outdoor ads

● Integrated media plan development (traditional and digital)

● Execution of integrated media plan

● Account management

● Website maintenance

● Website development

● Paid search

● Search Engine Optimization (SEO)

● Google My Business (GMB) management

● Blog content development

● Data analysis

Number of Resources: 15 agency resources

Timeline + Milestones:

● December 2017: Agency award

● December 2017 - January 2018: Research

● January 2018: Brand development

● February - March 2018: Creative campaign development

● April 2018: TV production (“Unicorn,” “Hot Air Balloon”)

● April - May 2019: TV production (“Alien,” “Sasquatch”)

● April 2019: Empower Breakfast video production

● June 2019: TV production (Halloween)

● March 18 - July 13 2020: Campaigns paused due to COVID-19

● March - April 2020: Script development for COVID-19 video

● April 2020: COVID-19 video development

● April 1-13 2020: All stores closed due to COVID-19

● April 14 - May 8 2020: Phased re-opening of all stores

● April 2020: Store reopenings campaign development

● April - May 2020: Job recruiting campaign development

● June 2020: Acquisition of Goodwill of Monocacy Valley (Maryland)

● August 2020: Empower Breakfast video production

● January 2021 - Current: Seasonal/ongoing campaign development

● January 2021 - Current: Website(s) design and development

● February 2021: Recruiting, job fair and career center campaign(s) development

List job positions provided and technologies utilized to supplement services.

Job Positions Provided:

● President

● Senior Director of Strategy

● Creative Director

● Account Manager

● Designer

● Copywriter

● Traffic Manager

● Traditional Media Planner

● Digital Media Specialists (4)

● Blog Writer

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

● Website Developer

● Director of Client Services

Technologies Utilized:

● Google

● YouTube

● AdobeXD

● StackAdapt

● Hotjar

● Supermetrics

3. Client Company Address Contact Begin Date End Date

Harrah’s Ak-Chin Casino 15406 N. Maricopa Road Maricopa, AZ 85139

Mike Kintner, General Manager

April 2019 Ongoing

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)

Scope: Develop seasonal creative campaigns highlighting Harrah’s Ak-Chin’s meaningful points of difference and manage all digital marketing efforts

Deliverables:

● Strategic plan development

● Creative campaign(s) development

● Experience design

● TV production

● Photo shoot(s)

● Creative assets

○ TV spots

○ Radio scripts

○ Digital ads

○ Social media ads

○ Outdoor/billboards

○ Print ads

● Digital media plan development

● Execution of digital media plan

● Google My Business (GMB) management

● Account management

● Data analysis

Number of Resources: 14 agency resources

Timeline + Milestones:

● April 2019: Agency award

● April - May 2019: Strategic plan development

● June 2019: Summer creative campaign development

● June 2019: Photo shoot

● July - September 2019: Summer campaign

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

● August 2019: Fall creative campaign development

● September - November 2019: Fall campaign

● October 2019: Oak & Fork creative campaign development

● October - November 2019: Oak & Fork campaign

● December 2019: Winter creative campaign development

● February - March 2020: Winter campaign

● March 16 - May 15 2020: Property closed due to COVID-19; campaigns paused

● April 2020: Reopening creative campaign development

● May - June 2020: Reopening campaign

● July - September 2020: Summer campaign

● August 2020: Fall creative campaign development

● September - November 2020: Fall campaign

● October - December 2020: Winter campaign

● January - April 2021: Spring campaign

● March 2021: Summer creative campaign development

● April 2021: Job recruiting creative campaign development

● May - September 2021: Summer campaign

● April - June 2021: Job recruiting campaign

List job positions provided and technologies utilized to supplement services.

Job Positions Provided:

● President

● Senior Director of Strategy

● Creative Director

● Account Manager

● Designer

● Copywriter

● Traffic Manager

● Digital Media Specialists (3)

● Social Media Ads Specialist

● Director of Social Media

● Content Producer

● Director of Client Services

Technologies Utilized:

● Google 360

● YouTube

● Facebook

● Instagram

4. Client Company Address Contact Begin Date End Date

Paddy O’ Furniture 24688 N. 19th Ave.

Phoenix, AZ 85085

Tony Schindler, President

May 2018 Ongoing

Phone Number Email Address

602-721-3506 tonys@paddyo.com

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

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

Scope: Consolidate three brands into one by redefining the new brand with a refreshed brand story; develop and execute ongoing advertising campaigns leveraging the brand’s meaningful points of difference.

Deliverables:

● Research

● Brand definition

● Creative campaign(s) development

● TV production

● Photo shoot(s)

● Creative assets

○ YouTube ads

○ Connected TV

○ TV spots

○ Digital ads

○ Social media ads

○ In-store assets

○ Email campaigns

● Integrated media plan development (traditional and digital)

● Execution of integrated media plan

● Account management

● Website maintenance

● Website development

● Paid search

● Search Engine Optimization (SEO)

● Google My Business (GMB) management

● Social media management

● Influencer management

● Blog content development

● Email management

○ Existing/past customers

○ Acquisition/prospects

● Data analysis

Number of Resources: 19 agency resources

Timeline + Milestones:

● May 2018: Agency award

● July - August 2018: Research

● August - September 2018: Brand definition

● August 2018 - Current: Regular/monthly offer-driven creative campaigns

● April - May 2019: New brand logo design

● July - August 2019: New brand campaign development

● August 2019: New brand TV production

● August - October 2019: New brand website design and development

● October 2019: New website launch

● November 2019: New brand launch

● March 23 - May 15 2020: Nashville stores closed due to COVID-19

● March 31 - May 15 2020: Phoenix stores closed due to COVID-19

● May 7 2020: Store reopening campaign launches

● May 16 2020: All stores reopen

● February 2021: New location in Nashville opens

● May 2021: New location in Scottsdale opens

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

List job positions provided and technologies utilized to supplement services.

Job Positions Provided:

● President

● Senior Director of Strategy

● Creative Director

● Account Manager

● Designer

● Copywriter

● Traffic Manager

● Digital Media Specialists (4)

● Social Media Ads Specialist

● Director of Social Media

● Social Media Specialist

● Content Producer

● Blog Writer

● Director of Client Services

● Website Developer (2)

Technologies Utilized:

● Google

● YouTube

● Facebook

● Instagram

● Pinterest

● AdobeXD

● AccuData

● StackAdapt

● Bing

● Callrail

● Supermetrics

● Mailchimp

End of Attachment 2-A

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

Attachment 2-B: Organization Profile

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

Firm Name Strategic Market Solutions Inc., dba Commit Agency

Year Established 1997

Principal Address 58 W. Buffalo St., No. 200, Chandler, AZ 85225

Entity Type Full-Service Advertising Agency # of Full-Time Employees 24

Parent Company (If Applicable)

N/A # of Part-Time/Seasonal Employees

Years of experience providing services similar in type as required by this Solicitation 24

Years the organization has conducted business in Arizona 24

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

Description Issuer Number Expiration

Business Registration / TPT License State of Arizona 07551355 12/31/2021

Business Registration / TPT License City of Chandler 159327 12/31/2021

End of Attachment 2-B

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

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.

See Attachment 3-A Supplement (2 of 3)

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

As new advertising methods and technologies emerge on an almost weekly basis, it is our job to keep up with emerging trends and technologies and introduce them into our clients’ campaigns when appropriate. While it may be tempting to jump on “the next big thing” when it’s starting to get buzz, it is important to understand that one size does not fit all, and what may work really well for one client may not work at all for another.

Members of our Commit team truly live and breathe advertising and are adept at translating new technologies into what makes the best sense for our clients. We keep each other up-to-date on the latest and greatest so that we can evaluate if something will work for our client and the client-agency team’s collective goals. This includes plenty of research and testing before any potential idea is executed.

At the end of the day, we are measured on performance—so it’s imperative that we are utilizing only the best and most relevant methods and channels into our work. We can’t (and don’t) wait for a campaign to run its course before we take a look at performance; instead, we run real-time tracking so that we can quickly make adjustments to improve results.

All Commit clients have access to their own real-time performance dashboards in Google Data Studio that detail results for all aspects of a client’s campaign, from keyword ranking and conversion values to social media engagement and organic reach.

With the click of your mouse, it’s easy to see which keywords are ranking higher than others and which Facebook posts performed best organically, for example. We take all of this valuable information and make any necessary adjustments to achieve optimal results.

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.

In the advertising world, it is not uncommon for companies to switch advertising partners at the conclusion of a contract—or sometimes in the middle of one—if they are dissatisfied with the work being produced and/or the campaign’s impact.

In the event a State agency decides to terminate its contract with its current advertising/marketing agency and engage with Commit, our team is fully committed to ensuring a smooth and seamless transition so that all campaigns continue to move forward on-schedule. We will work with the current/outgoing agency to ensure all requested files are delivered to the Commit team so that work can continue. Such materials may include any of the following:

● Strategic plan

● Public relations plan

● News/media coverage

● Paid media plan

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

BPM003518

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

● Social media plan, content calendar and log-in credentials

● Website credentials

● Paid search ownership transfer

● Google Ads credentials

● Google Analytics login

● Other digital logins

● Creative files

● Photo/image assets

● Customer/persona data

● Campaign performance metrics

● Compiled research

On the other hand, if a State Agency terminates its contract with Commit for any reason, our team will work hand-in-hand with the State Agency and any new advertising/marketing partner(s) to deliver all requested files in support of a smooth transition.

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

Media and production-related expenses consume considerable amounts of the State budget and resources. We believe there are four opportunities to reduce costs without sacrificing quality or level of service.

1. Put all marketing RFPs out to the entire list of Offerors, rather than just a select few.

● In the past five years, Commit Agency has received only one RFP through this contract, even though we are known to provide our services at an investment that is traditionally lower than most Offerors.

● The inclusion of all Offerors in the bidding process increases the chances that the State will receive the best competitive pricing. This will ensure that the State continues to receive everything identified in its RFPs while realizing consistent cost savings.

● The inclusion of all Offerors in the bid process will also eliminate the time needed for the State’s staff to “select” Offerors for each RFP.

2. Another growing opportunity is to utilize socially-sourced consumer content (content created by consumers). This approach minimizes the expense in producing campaigns including photography, video and story lines, and typically results in increased ROI due to consumer trust in peer recommendations.

3. One additional way to gain traction and credibility while minimizing costs is to leverage influencer outreach on behalf of the State. Social influencers today can be defined by reach, geography, target audience demographics and content alignment. Selecting the right influencers can help gain immediate exposure.

4. The largest percentage of spend for State marketing campaigns is consumed by paid media placements. We believe the largest amount of waste occurs in media planning and buying; the following outlines several initial ideas that could save the State millions of dollars annually:

● Issue mandatory media RFPs to qualifying media channels that effectively and efficiently reach the target audience. Media companies then respond with cost proposals based on the minimum requirements, and the lowest bidder is selected.

● Set minimum State-mandated thresholds for reach, frequency, GRPs, TRPs and associated costs that must be met by media vendors in order to be included in a campaign.

● Issue a “no entertainment mandate” where agencies are not allowed to accept tickets or other related incentives associated with State media decisions or accounts. These entertainment expenses increase the costs to campaigns and are ethically questionable at a minimum. Eliminating this environment will allow agencies to negotiate more aggressively, media vendors to reduce campaign costs and create an overall atmosphere of greater accountability.

● Break up every State agency marketing campaign’s scope of work into the following categories:

○ Creative, PR, Production, Digital, Multicultural

○ Select the best marketing agency to lead all campaign strategy and non-media functions.

○ Consolidate all media planning and buying initiatives within one or two media services agencies that are only responsible for negotiating all media campaigns on behalf of the State with insights

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Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007 and direction from the creative agency. The media services agency would then be held accountable by State procurement to achieve measurable decreases in overall spend by the State agency and for all State-related media buying.

We believe buying based on a centralized State media budget will result in stronger negotiations on behalf of the State that could result in up to a 20 percent decrease in the overall annual media spend. In addition, consolidating the buying into one or two agencies will allow for economies of scale to be realized overall, which could allow those agencies to buy media at an 8 percent commission or an hourly rate, versus the typical 12-15 percent commission being paid to multiple marketing agencies today. In addition, media vendors that have an opportunity to have a single point of contact for management will reduce the time and energy spent managing multiple agency contacts with different approaches, requirements and expectations/motivations. These efficiencies will then be realized through more competitive pricing, PSA availability and value-added negotiations.

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.

Based on the structure of the State contract, media and other production expenses are commissionable to the agency to cover the costs associated with time to support those functions. As expenses are negotiated down on behalf of the State and savings are realized, the State pays less for media or production services as well as less to the agency for those services. This can be somewhat of a disincentive to effectively negotiate on behalf of the State. The more money saved through time-consuming and expensive negotiations, the less money the marketing agency makes.

To create a win-win environment between marketing and State agencies, one potential solution is to instead eliminate agency commissions for media and production services altogether; agencies would bill media planning, buying and production time at their blended hourly rate. A portion of the agencies’ overall time would be allocated for negotiating deeper savings for the State on all third-party costs. While the number of hours for marketing agency services may be slightly elevated, the marketing agency is compensated fairly for the time associated with negotiating aggressively on behalf of the State, and the State then benefits from more cost-effective media and production services. Every 1 percent saved on a $1 million media investment is $10,000. That return on time investment adds up quickly. It is measurable, and the impact is quantifiable.

Another idea would be to create a tiered rate structure that results in savings for the State on services while incentivizing the marketing agency to achieve deep savings for the State. In many cases, as budgets increase, economies of scale can be realized and the associated agency fee, hourly rate and commission structure may be reduced.

If an agency’s contracted blended hourly rate is typically $140 per hour and commissions for production or media services are 12 percent, the following rate structure could be mandated by the State. This approach will incentivize State agencies to consolidate their campaigns with fewer agencies while benefiting the marketing agency through additional work and thus revenue (and potentially profits) when they are creative in identifying and realizing economies of scale with staff, process or other opportunities. An example of how this rate reduction scale could work follows:

Marketing Spend $0 - $1,000,000 $1,000,001 - $2,000,000 $2,000,001 - $3,000,000 $3,000,001+

Blended Hourly Rate $140 $125 $115 $110

Commission 12 percent 11 percent 10 percent 9 percent

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Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

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

In response to the rapid rise in lawsuits over the past several years regarding websites that were not deemed ADA-compliant, Commit Agency has developed a process to ensure agency-developed websites, digital media assets and traditional media assets are following best practices.

Using available recommendations and resources from the most current WCAG 2.1 AA ADA standards, Commit Agency applies best practices of web accessibility to create ADA compliant websites that are designed and coded to remove accessibility barriers. This allows all users, including individuals with impairments or disabilities, full usability of your site. This includes both front-end (visuals, color contrast, font size, etc.) and back-end (tagging, ability to use screen readers and tabbing) design and development. Commit uses resources including (but not limited to) Lighthouse and WebAIM to check color contrast and other compliance elements.

Our team of web developers have developed a detailed website accessibility checklist for each website project that includes the following analysis using WCAG standards and best practices:

● Perceivable

○ Does it have alternative text?

○ Are there alternatives for time-based media?

○ Is the site content adaptable?

○ Is the site content distinguishable?

● Operable

○ Is it keyboard accessible?

○ Can users control the timing of media elements?

○ Does the site content avoid triggering physical reactions?

○ Is the site navigable?

○ Are there input modalities?

● Understandable

○ Is the site content readable?

○ Is the site predictable?

○ Does the site offer input assistance?

● Robust

○ Is the site compatible with all browsers?

○ Is the site compatible with assistive technologies?

● Website Presentation

○ Accurate and descriptive text

○ Color

○ Forms

○ Headings

○ Consistent labels

○ Text size

○ Color contrast ratio

○ Links

○ Zoom text

○ Layout and navigation

● Content Alternatives

○ Don’t use images of text

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Arizona Department of Administration State Procurement Office

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

○ Alt text for images

○ Text transcripts

○ Closed captions for video

○ Data tables

○ Extra documents

● Individual User Control

○ Pop-ups

○ Autoplay

○ Pause

○ Adjustable time limits

○ Submissions

○ Unexpected changes

● Website Usability

○ Language

○ HTML format

○ Skip navigation

○ Search function

○ Focus indicator

○ Keyboard only

○ Sitemap

● Procedures, Policies and Maintenance

○ Website accessibility policy

○ Website assets procedure

○ New page procedure

○ In-house training

○ Technical education

○ Contact information

○ Ask for feedback

○ Fixing issues

○ User testing

○ Testing programs

○ Alternatives

As digital and social platforms continue to make accessibility updates to allow for descriptive (alt) text and alt tags—such as Instagram’s rollout in November 2018 of the alt text feature—Commit will develop and place this content within the platform.

For video assets, Commit Agency has experience creating SRT files and closed captioning assets for television and YouTube placements.

7. Provide five (5) samples of work and briefly explain why the particular sample was selected. Samples may include TV Ads, Radio Ads, Print Ads, URL Address for Agency Designed Websites, Outdoor Advertisements, Logos, etc. (Not applicable to Contractors Proposing for the Media Services Category ONLY).

● Samples can be included as separate attachments, shared drive links, website links, etc. (Please ensure appropriate access is available for review).

See Attachment 3-A Supplement (3 of 3)

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Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

End of Attachment 3-A

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Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

Attachment 3-B: Key Personnel Proposal

Answer all questions thoroughly in the spaces provided. Complete this form in full for each one of the Key Personnel proposed to be involved in carrying out the Work, including any applicable Subcontractor Key Personnel. This form may be duplicated as necessary.

1. Name How Long with Company

Current Position in Company How Long in Current Position

How Much Time Will be Dedicated to Contract

David Ralls 24 years President 24 years 15%

What primary functions will be assigned?

Strategy leadership and oversight

● Participate in strategic planning, goals/objectives definition

Describe person’s experience in performing services like those that are to be assigned.

David Ralls’ role at Commit is to build a team of exceptionally talented individuals who have come together to fulfill the agency’s philosophy of veering beyond what’s comfortable, ordinary and expected to reach the pinnacle of unencumbered thinking. Over the past 24 years, David has honed his expertise through developing strategic marketing initiatives for companies like HealthNet, Maracay Homes, Avnet, Cigna Healthcare, State of Arizona, Goodwill of Central and Northern Arizona, and The Phoenician Resort, among others. This multi-channel experience has equipped him with insights into key business trends, as well as the strengths and weaknesses of traditional approaches to marketing. The results include millions of dollars in incremental revenue generated and impressive returns on marketing investment for Commit’s clients.

List person’s job related training and education.

David holds an MBA from Arizona State University’s W.P. Carey School of Business.

2. Name How Long with Company

Current Position in Company How Long in Current Position

How Much Time Will be Dedicated to Contract

Stan Yamamoto Less than one year

Vice President Less than one year

15%

What primary functions will be assigned?

Strategy leadership and oversight

● Participate in strategic planning, goals/objectives definition

Describe person’s experience in performing services like those that are to be assigned.

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Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

With more than 30 years of experience managing national, regional and local advertising initiatives, Stan brings a broad industry background to the Commit Agency team. Prior to joining Commit Agency in 2021, he was Senior Vice President, Brand Strategy for Goodwill of Central and Northern Arizona, where he was responsible for the overall supervision of brand strategy and marketing/advertising campaigns for the non-profit organization.

Stan’s background includes B2C, B2B, non-profit, municipalities, utilities, high tech, automotive, quick-serve restaurants, financial, retail, and sports and entertainment. Companies Stan has developed brand strategies and marketing campaigns for include the Arizona Diamondback, Phoenix Suns, Phoenix Sky Harbor International Airport, KFC, Water – Use It Wisely Water Conservation Campaign, The Flamingo Hilton, Del Webb, Resolution Copper Mining, Expect More Arizona, The Dial Corp. and Adelante Healthcare.

List person’s job related training and education.

Stan has a bachelor’s in advertising from Arizona State University.

3. Name How Long with Company

Current Position in Company How Long in Current Position

How Much Time Will be Dedicated to Contract

Janelle Brannock 10 years Senior Director of Strategy 2 years 15%

What primary functions will be assigned?

Strategy leadership and oversight

● Participate in strategic planning, goals/objectives definition

Describe person’s experience in performing services like those that are to be assigned.

With 24 years of professional experience in print journalism, public relations, social media and strategic communications, Janelle has a deep understanding of the ever-changing news media landscape and the cultural shift towards social media for news and information gathering.

Janelle’s experience working in two major media markets—Washington, D.C., and Phoenix—allowed her to create award-winning programs for a variety of clients and industries, from healthcare and insurance (both people and pets) to hospitality and retail. She has 15 years of experience working on PR and community awareness initiatives for state and federal agencies and programs, including the United States Department of the Treasury, Arizona Department of Health Services, Maricopa County Recorder’s Office, Arizona Lottery, Arizona Film Office, McDonald’s, Make-A-Wish America, Pfizer, UnitedHealthcare and Nationwide Pet Insurance.

List person’s job related training and education.

School Janelle has a bachelor’s in journalism from Arizona State University.

Certifications Advanced Google Analytics

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Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

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

4. Name How Long with Company

Current Position in Company How Long in Current Position

How Much Time Will be Dedicated to Contract

Lanny Ward 3.5 years Creative Director 3.5 years 20%

What primary functions will be assigned?

Creative direction and execution

● Oversight of creative strategy

● Creative campaign development

Describe person’s experience in performing services like those…