The_James_Agency_Offer_Documents__Includes_Exec._Offer_and_Acceptance_.pdf

CTR056871 September 1, 2021 August 17, 2021

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

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

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.)

The James Agency has over 16 years of experience offering custom-fit, insights-driven marketing strategies for clients across a wide variety of markets and industries. Disciplines include but are not limited to strategy, graphic design, branding, traditional and digital media, public relations, website development, email, video, photography and print production. TJA specializes in consumer-related brands, however we have proven that our approach delivers amazing results no matter what industry or vertical. We believes that the terms “B2B” and “B2C” are outdated. Our approach is based on the “B2H” model (business to human) where we connect our clients brand’s to their audiences. TJA has been honored with numerous industry and culture awards, including being named one of Inc. 5000’s fastest-growing companies two years in a row as well as Entrepreneur360 and Entrepreneur’s “Top Company Cultures” lists.

While we pride ourselves on providing our clients value and results by capitalizing on our creative thinking as a full service agency, it’s our belief that the most important criteria for choosing an agency partner is integrity. We’re certain that the other agencies you’ve approached for this opportunity can deliver beautiful creative, but we’re confident we surpass them in the areas that truly (Continued on next page)

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007 matter: results-driven work, communication, honesty and service backed by insights and data—not creative assumption.

We have 16 years of experience providing advertising aervices similar to the services described in this RFP for clients such as:

• University of Arizona

• Hotel Valley Ho

• Mountain Shadows Resort & Residences

• Arizona Game and Fish

• Hotel Adeline

• Camelot Homes

• Arizona Department of Real Estate

• Tilted Kilt

• Fiesta Bowl

• Salt River Project

• Starfire Golf Club

• Spinato’s Pizzeria

• SanTan Brewing Company

• City of Scottsdale

• Safeguard Security

• Medieval Times Dinner and Tournament

• Scottsdale Fashion Square

• Fox Restaurant Concepts

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.

• Founder/CEO, Veronique James

• Partnership Development Director, Ashley Winkel

• Corporate Accountant, Kate Ketterer

• Office Concierge, Jaimie Jean Marks

• Executive Assistant, Sarah Phillips

• Creative Director, Shane Tang

• Associate Creative Director, Darren Simoes

• Director of Digital Strategy and Development, Doug Loback

• Media Director, Mandy Karimi

• Integration Director Megan Simoes

• Public Relations Account Supervisor, Christina Caldwell

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

• Production Director, Jillian Green

• Senior Graphic Designer, Caleb Benna

• Graphic Designer, Nichole Peterson

• Graphic Designer, Robert Limmer

• Content Strategist, Morgan Chan

• Director / Producer, Jason Johnson

• Web Developer, Sonny Duran

• UX/UI Designer, Emily Zitney

• Paid Social Manager, Jessica Farhanjeh,

• Media Coordinator, Hannah Evans

• Organic Social Media Manager, Jessica Suerth

• Account Manager, Andrea Fogle

• Senior Project Manager, Riley Thompson

• Project Manager, Kelsee Gopp

• Account Manager, Alyse Eyssautier

• Project Coordinator, Marin Kusaku

• Account Coordinator, Haley Skomra

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)

Not applicable, TJA is not proposing for Multicultural marketing.

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

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

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 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

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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

Hotel Valley Ho & Mountain Shadows Resort

6850 E Main St, Scottsdale, AZ 85251

Jesse Thompson 2010 Current

Phone Number Email Address

480.248.2008 jthompson@hotelvalleyho.com

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

Hotel Valley Ho utilizes TJA as a general marketing partner, for creative services, media services, production services, and interactive marketing services. Specifically, a retainer-style engagement for all of the following types of services: Brand redevelopment, all facets of creative and campaign development, messaging and campaign strategy, public relations, event coordination, traditional and digital media strategy and buying, paid social, go-to-market planning, programming conceptualization, comprehensive web strategy and rebuild, email strategy and implementation, content creation, print management, video production and photography. The agency has been AOR for Westroc for over 10 years.

List job positions provided and technologies utilized to supplement services.

Creative Director, Associate Creative Director, Graphic Designer, Content Strategist, Account Manager, Senior Project Manager, Production Director, Integration Director, Media Director, Paid Social Manager, Media Coordinator, Producer

2. Client Company Address Contact Begin Date End Date

National Harbor 165 Waterfront St National Harbor, MD 20745

Jackie Saunders 2018 Present

Phone Number Email Address

301.203.4167 jsaunders@nationalharbor.com

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

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

National Harbor utilizes TJA as s general marketing partner, for creative services, media services, production services, and interactive marketing services in a retainer-style engagement providing all of the following services:

brand repositioning for the Peterson Companies parent entity, National Harbor, as well as brand development for the Waterfront District, all facets of creative and campaign development, messaging and campaign strategy, traditional and digital media strategy and buying, paid social, comprehensive web strategy and rebuild, email strategy and implementation, content creation, print management and production.

List job positions provided and technologies utilized to supplement services.

Creative Director, Associate Creative Director, Graphic Designer, Content Strategist, Account Manager, Senior Project Manager, Production Director, Integration Director, Media Director, Paid Social Manager, Media Coordinator, Social Media Manager, Producer

3. Client Company Address Contact Begin Date End Date

Travel Costa Mesa 940 S Coast Dr #265, Costa Mesa, CA 92626

Kim Glen 2017 Present

Phone Number Email Address

305.773.7950 kglen@travelcostamesa.com

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

TJA works with Travel Costa Mesa a general marketing partner, for creative services, media services, production services, interactive marketing services and public relations in a retainer-style engagement providing all of the following services: Research, brand development, all facets of creative and campaign development, messaging and campaign strategy, public relations, event coordination, traditional and digital media strategy and buying, paid social, organic social media, influencer marketing, web, email, content creation, print management and production.

List job positions provided and technologies utilized to supplement services.

Creative Director, Associate Creative Director, Graphic Designer, Content Strategist, Account Manager, Senior Project Manager, Production Director, Integration Director, Media Director, Public Relations, Paid Social Manager, Media Coordinator, Social Media Manager, Producer

4 Client Company Address Contact Begin Date End Date

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

Fiesta Bowl 7135 E Camelback Rd #190, Scottsdale, AZ 85251

Jose Moreno 2020 2023

Phone Number Email Address

520.270.1984 jmoreno@fiestabowl.com

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

TJA is the agency of record for Fiesta Bowl and has a recurring annual contract for 9 months, with the option for the Fiesta Bowl to renew each year. Within this 9-month retainer, TJA provides the following services: All facets of creative and campaign development, messaging and campaign strategy, traditional and digital media strategy and buying, paid social, brand development, programming conceptualization, content creation, print management and production.

The Fiesta Bowl utilizes TJA as a general marketing partner, for creative services, media services, production services, and interactive marketing services.

List job positions provided and technologies utilized to supplement services.

Creative Director, Associate Creative Director, Graphic Designer, Content Strategist, Account Manager, Senior Project Manager, Production Director, Integration Director, Media Director, Paid Social Manager, Media Coordinator, Social Media Manager, Producer

5 Client Company Address Contact Begin Date End Date

SenesTech 23460 N 19th Ave Suite 110, Phoenix, AZ 85027

Michelle Kristoff 2020 2023

Phone Number Email Address

520.270.1984 michelle.kristoff@senestech.com

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

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

End of Attachment 2-A

SenesTech utilizes TJA as a general marketing partner, for creative services, production services, media services and interactive marketing services. Specifically rebranding SenesTech in early 2021 and delivery all facets of creative and campaign development, messaging and campaign strategy, traditional and digital media strategy and buying, paid social, brand development, programming conceptualization, content creation, print management, video, still photography and production.

List job positions provided and technologies utilized to supplement services.

Creative Director, Associate Creative Director, Graphic Designer, Content Strategist, Account Manager, Senior Project Manager, Production Director, Integration Director, Media Director, Paid Social Manager, Media Coordinator, Social Media Manager, Producer

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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 The James Agency Year Established 2005

Principal Address 6240 E. Thomas Road, Suite 200, Scottsdale, AZ 85251

Entity Type S. Corp # of Full-Time Employees

Parent Company (If Applicable)

N/A # of Part-Time/Seasonal Employees

N/A

Years of experience providing services similar in type as required by this Solicitation 16

Years the organization has conducted business in Arizona 16

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

Description Issuer Number Expiration

Google Ads Search Certification Google May 26, 2022

Campaign Manager Brand Control Basics Google May 26, 2022

Google My Business Google May 26, 2022

YouTube Creative Essentials Google May 26, 2022

The Trade Desk: Trading Academy - Practitioner The Trade Desk N/A

The Trade Desk: Trading Academy - Professional The Trade Desk N/A

Spotx: CTV Masterclass Certification Spotx N/A

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402

End of Attachment 2-B

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Mandy Karimi

Issued: April 19, 2018

Mandy Karimi

Issued: April 16, 2018

Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402

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.

General Marketing Partner

How we Plan and Budget The James Agency’s process always begins with the development of a timeline (critical path) and a budget for the project. Once we understand the business requirements and the scope of deliverables required, TJA will develop a budget specifically based on the hours required to deliver the requested deliverables alongside a critical path which will outline all delivery dates and milestones for the project by day. The critical path is shared weekly with the client and updated as needed based on shifting client priorities or requirements.

Monthly Job Plan TJA will use the original project Critical Path and break it down into months. Each month’s worth of activity is then presented to the client 5 business days before the new month begins in the form of a Job Plan which outlines the activities TJA will tackle within the upcoming month and aligns hours or costs to each of those activities. The monthly job plan will be provided prior to the start of a new month to provide transparency into how the client’s investment is allocated. You will have three days to review the job plan and either suggest revisions or provide your written approval. If we don’t hear from you within three days, we’ll assume the plan is approved and proceed with planning work. This is purely because we realize you’re busy and our job is to keep the work moving and ensure we allocate the resources needed. The monthly job plan is flexible based on your changing priorities and can be updated at any time at your request. We will pro-actively communicate regarding requests that fall outside of the monthly retainer and you will have the opportunity to re-prioritize work or approve an a-la-carte proposal.

Weekly Status Reports Every Monday before close of business, we’ll email you a status report detailing the progress of open jobs (projects), as well as any assets needed from the client to proceed. This report succinctly updates our clients about what is happening behind the scenes. If requested, hours can be sent weekly along with the status report so clients can see the trend in usage. We track project hours throughout the month and will reach out when they start to reach your retainer limit. In addition to this weekly reporting.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

Modifications, Adjustments or Cancellations The James Agency is a nimble group of creative individuals who understand the marketing industry and your needs can change on a moment’s notice. Forms of communication can change in the blink of an eye, and we pivot with them. Our team is always connected to technology and is able to create, remove and adapt creative assets as needed. Our job is to be honest and transparent with you about what is or isn’t possible, always remaining mindful of your budget and timeline requirements.

Change Orders Our prices is to honor the original estimate as the budget for the project, unless of course the client makes a request that will change the scope of the project, for example an additional deliverable, an extra round of creative revisions or new requirements/ specifications. We happily maintain a reasonable level of flexibility because we know every project requires minor adjustments.

However, when something changes significantly, change orders manage our experts’ time and energy to ensure we can deliver on commitments made to you—and our other clients. If the scope of work increases, we will always provide a written change order for your approval before continuing work.

Staffing and Consulting At the helm of your TJA team will be one of our powerhouse client services duos; an account manager and a project manager.

These two will own all aspects of your project, ensuring timelines are adhered to, budgets are managed, revisions are executed, and that you are kept in the loop regarding any activity on your account. While our client services team may be at the helm, every member assigned to your account is knowledgable about your business and invested in project success. The project manager is responsible for keeping the project on budget and on-time, and the account manager is responsible for being the client’s advocate to the internal team - ultimately these two take accountability for the deliverables from the team and ensuring they meet the client’s business objectives and TJA’s standards of quality.

Project Resources TJA believes that dedicated resources produce the best work, and for that reason we commit a team of resources to your project and we do everything in our power to avoid changing those resources. We assign the resources based on how well suited their skillset is for the requirements, their capacity to take on additional work and any unique perspective they might bring to the project. Our teams work extremely collaboratively, and it’s the job of our integration director to ensure we’re adhering to process and collaborating effectively throughout the life of your project.

Project Management Software Our team utilizes a project management software to expedite and digitize the management of jobs and make it easier for teams to see what is on their plate. While project managers are ultimately responsible for resourcing and timing, the entire agency is held accountable for client satisfaction and project performance. That means all departments contribute equally to ensure work is executed on strategy, on time and on budget. This software also allows us to accurately account for every minute spent working on your account, telling us what the time was used for, by whom and what the outcome was.

Our software and processes allow us to run as efficiently as possible. On a daily basis, our project managers adeptly re-prioritize projects and quickly respond to shifting client needs. We pride ourselves on having agility that larger agencies simply can’t match.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

While we don’t encourage this practice, our team has the ability to turn around same-day requests when the situation arises, however a rush fee may be applied with client approval.

Communicating with your team We’re focused on making your life easier and saving you time. One way we do this is by assigning a dedicated distribution email to your account. This makes communication with your TJA team easy by:

• Ensuring your email isn’t hung up in someone’s inbox while they are away from the office or desk

• Keeping your entire team in the loop, eliminating internal meetings that burn hours and cost you money

• Alleviating any confusion as to whom messages should be directed

• Connecting you to the right resources who can respond directly

Your distribution email would be: StateofAZ@thejamesagency.com

Meetings We believe in efficient and focused meetings. We require a defined start time, agreed upon duration and agenda with clear goals that will be sent to you 24 hours in advance. We will meet in person when necessary, but most meetings will happen via call and web conferencing tools.

Written Recaps Meetings are always recapped in writing within 24 hours to provide you with a record of the discussion, decisions and action items for both you and the TJA team.

Research Market research eliminates guesswork by laying a foundation of data and insights to build strategies upon. We take the time to collect contextualizing information about you, your competitors, your target audience and your industry at large so that creative deliverables and media targeting strategies are refined to accomplish your goals with precision.

OUR APPROACH TO MARKET RESEARCH

We integrate first- and third-party data, reports, analytics and insights to offer a holistic picture of where opportunities lay.

Goals for research include:

• Provide a contextualized look at current business practices situated in the competitive landscape.

• Review first-party information to understand the current audience and their behaviors.

• Utilize third-party databases to analyze consumer behavior and make informed decisions for future strategy.

RESEARCH PROCESS

1) Kickoff We meet with you and select stakeholders to discuss the measurable goals and current perception of who your customer is. This ensures we are starting our research from a common understanding of what you’d like to know about your audience. In this kickoff we’ll seek to understand the data you have available for us to use and request access to things like your Google Analytics, CRM, email platform, website, etc.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

2) Acquire 1st-Party Data TJA will ask for access to your various data sources so that we can audit the data first-hand. From here we will compile existing email lists, website analytics, social media account insights and additional proprietary information that your organization can provide to create a snapshot of your current audience. Without access to your first-party data, TJA will make a recommendation for other sources and tactics to conduct the research.

Please note: without 1st party insights, we will supplant with 3rd-party data. Data appends could be an additional expense.

3) Gather 3rd-Party Information We reference industry reports, occupational profiles, marketing databases and demographic databases to add color to the picture. Third party researchers offer statistically relevant data that will complement your owned data sets. Once synthesized with 1st-party data, these insights will start pointing toward opportunities and predictive models your organization can utilize for established business goals. Costs associated with the acquisition of 3rd party data will be estimated in advance for client approval.

4) Qualitative Research (if applicable) If appropriate/applicable to client goals, TJA can offer qualitative research options in the form of surveys and/or focus groups with staff, prospective or previous clients, current customers, and/or the general public. This will provide a first-hand psychographic profile of valuable players who can offer key insights into your business’s ecosystem.

5) Build Audience Personas With all of the above information, we will construct easily-digestible audience profiles that summarize the tangible demographic and psychographic traits of your audience. Depending on findings, results can include demographics, psychographics, pain points, and how they consume media.

6) Market Research Presentation We illustrate our findings in a comprehensive research report that lays the foundation for the rest of the engagement. We apply insights to business goals, and, as they are applicable, creative, messaging, media and web endeavors. (Continued on next page)

Creative Development TJA’s approach to creative varies depending the requirements of the project, however we always like to start with words and research as the foundation for the creative approach. In today’s world there’s no reason not to take advantage of what data can tell us about our target audience to shape the creative. This ensures our approach will resonate with the audience it’s intended for.

What follows is our complete process, without any of the steps removed.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

1) Kickoff We like to start with a kickoff meeting via zoom or in-person where you’ll meet each member of your TJA team. Every person touching the project will join that kickoff so they have the opportunity to hear about your vision directly from you and ask the questions that will help them to start their work. Here’s what we typically cover in this meeting:

• Discussion of goals and KPI’s for the engagement

• Discussion of broader business objectives and how the project supports those objectives

• Alignment on brand vision, differentiators, target audience, color palette, etc

• Opportunity for team and client to ask questions needed to start the work

• Alignment on expectations, deliverables, timeline and milestones

2) Project Timeline Review We’ll schedule a separate meeting with you to walk through our timeline in detail, line by line, to ensure we’re on the same page regarding project activities. We’ll talk about the amount of time you need internally to review deliverables, provide feedback and provide signed approvals. We’ll put meetings on your calendar for presentations, for internal reviews where you might need to collaborate with your internal stakeholders, and for when feedback is due to us.

The purpose of this step is not just about alignment on deliverables and activities, but to do our best to eliminate the friction that ultimately slows down momentum on projects. Our hope is that, by scheduling early and communicating clearly about timing, we can keep your project on time and on budget with no surprises

3) Discovery & Workshop (if required by the project) We meet with you and selected internal stakeholders to come to an understanding of the vision. This facilitated session helps identify key insights such as:

• Target audiences

• State of current competitive landscape

• Internal perceptions

• Equity built into existing brand

• Current market position

• Operational opportunities and challenges

• Target audience decision-making factors

• Benchmarks for success

At the end of our discovery series, we will have collected key insights that will pave the foundation of the brand identity.

4) Keyword Exercise (if required by the project) Our tried and true keyword exercise is an interactive and fun way to share your vision for your brand, while simultaneously creating alignment between your internal stakeholders and the TJA team. During this 1.5-hour facilitated workshop, TJA will guide you through an activity of selecting keywords from a curated library in order to define three foundational categories: look, tone and audience. Once the keywords are selected and agreed upon, we then document those words as a foundation for any and all messaging and visual communications.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

5) Conduct Market Research (if required by the project) After securing the insights of your key stakeholders during our discovery session, discussion topics could include the following:

• Validate brand perceptions via first- and third-party research

• Evaluate competitors’ positioning to ensure your brand platform is distinctive

• Perform target audience research to define who your brand should speak to and why—based on availability of historic website analytics, paid social analytics, email subscribers and/or current customer data

• Build personas for key demographics / psychographics

• Experience your product / service firsthand to gain a better understanding of your offerings

Our combined research will be used to inform all subsequent steps in the process, setting a solid foundation on which we will build a brand supported by hard data and unique creative insights.

6) Define the Creative Approach At this point, we shift our focus from research to strategy. We will use all of our findings up to this point to collaborate and prepare multiple, distinct creative directions. These start with:

• Brand tone/personality keywords

• Messaging

• Visual mood boards

These preliminary elements act as an internal creative roadmap, which outlines our complete vision for the creative approach.

7) Craft Brand/Campaign Messaging & Voice A successful brand strategy stems from its words, which is why we start with messaging. It’s a guide for all branding initiatives and sets the tone for copywriting efforts, website content, PR initiatives, social media, conceptual development, external sales tactics—nearly every aspect of your brand. This includes:

• Exploration, ideation and development of brand promise/message

• Brand story that incorporates core verbiage

• Presentation of a number of conceptual options for tag lines and headlines

• 3 rounds of revisions to 1 chosen concept (additional revisions will be billed at agency hourly rate of $170/hour)

The content from this phase will translate your business goals into an own-able audience-friendly language that uses shared values and ideals to connect with consumers in a language style that resonates with them.

8) Create Campaign Standards Guide (if required) We will develop a guide that outlines the correct usage of the creative elements - ie.e messaging, logos, photography, etc. Brand-specific colors for print web will all be outlined. This document will define the campaign and its rules to maintain consistency when working with print or digital media. The brand standards section includes descriptions of every element of the brand, including graphics, tone, messaging and more.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

9) Develop Marketing Communications After you have chosen a creative direction, we will deliver a visual identity and messaging guide to facilitate roll-out in all communications materials. We will collaborate with you to prioritize implementation of the brand in your corporate communications, deliver brand-compliant designs or take on creation of any and all of your communication materials. This step is dictated by your specific needs.

• We typically include three rounds of review for each piece, to give you ample time to provide feedback. We try to limit rounds of revisions not only to control your costs, but also to ensure we’re able to meet your deadlines. We also know that the work can lose some of its punch after too many rounds of changes. Typically, if we find ourselves spiraling through multiple rounds of revisions (more than three) we revisit the brief and goals before providing a change order.

• Feedback should be provided in writing and consolidated among all necessary internal stakeholders to eliminate the possibility of miscommunication and hours spent inefficiently.

• Approvals will be requested in writing to ensure our agency team is clear on your direction.

10) Stock Photography Searches & Acquisition (if required) When necessary, we will search for royalty-free stock images to compile a library for your approval. TJA will purchase photography on your behalf and submit via email or file transfer for your ownership.

11) Owned Video or Image Asset Library Development (if required) Owning a robust library of images and video gives you the flexibility to create materials that tell your story in a compelling and authentic way. While stock photography is a backup, video and images you exclusively own will always serve you better. We can partner with vendors of your choosing, or bring you recommendations for resources who’ve delivered excellent results for us in the past. Managing the process from soup-to-nuts is one way we can make this arduous task a breeze for you.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

Creative Support for Client Purchased Media A successful media strategy requires more than a thoughtful mix of properly targeted tactics. In order to ensure success, you also need expertly crafted creative assets and a landing page or website destination designed to achieve the desired behavior. At TJA, we prefer to own all three elements. This allows our super-smart media team to work collaboratively with our creative and web teams, ensuring all elements are working together to reach the goal.

However, we understand there are situations where TJA may not have the privilege of developing your paid media strategy. In these situations, we’ll provide you with our toolkit template which will outline all of the information we need. It’s imperative that our creative team receives this information before developing any creative. This ensures that the creative we develop will:

• Comply with each vendor’s unique size, file weight and file type specifications

• Include appropriate imagery

• Display the correct call to action

• Drive the desired consumer behavior

• Be delivered in accordance with the vendor's timeline

MEDIA ASSET DEVELOPMENT PROCESS

1) Media Toolkit Creation of a media toolkit is the first step in developing creative to support a media strategy. This document will be provided to you by TJA and should be completed by whomever developed the media strategy and purchased the placements.

The toolkit will request information such as:

• Vendor / outlet name and contact person

• Size (i.e., 500x500 pixels, 8” x 10”, etc)

• File type (i.e., InDesign, HTML5, .gif, .psd, etc)

• File weight (i.e., 500MB, etc)

• Targeting

• Goal

TJA will not begin creative development, or provide a timeline for creative development, until this information is received ad reviewed for accuracy.

2) Creative Development Once the toolkit is complete, TJA will develop creative assets according to the specifications. Typically, the first round will include two unique creative directions, presented in a few size variations, to get your initial buy-off on the creative direction. Once creative direction is established, the look and feel is then applied to all necessary formats and versions in the toolkit.

• Unless otherwise discussed, we typically provide three rounds of review for each piece to give you ample opportunity to provide feedback.

• Feedback will be required in writing and consolidated among internal stakeholders to eliminate the possibility of miscommunication and hours spent inefficiently.

• Approvals will be requested in writing to ensure our agency team is clear on your direction.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

3) Animation If your media buy includes animated units, we’ll first present the creative in a static version, with animation notes and “frames” indicating what the animation will look like. Once you have approved the direction, we will animate the ads in HTML5.

Our estimates include the cost of animation, however only very limited revisions can be accommodated within the scope once animation is complete. If extensive changes are required, or a change in direction from the initial approved animation is needed, we’ll provide an estimate for your approval before proceeding with animation changes.

4) Trafficking TJA doesn’t traffic ads to vendors unless we have purchased and planned the media. We will deliver files to you based on the file types and weights indicated in the toolkit, and allow your team to deliver to the vendor / media outlet. Additionally, TJA is not responsible for placing tracking codes or pixels for media vendors if we have not purchased the media.

TJA will defer to the information provided in the toolkit. A change order will be presented for client approval before any changes are made, should the information provided in the toolkit be deemed incorrect by the vendor.

Production TJA has the ability to tackle all facets of video, photography, radio and print production, including, but not limited to concepting, shooting, editing and formatting for use across a variety of platforms. We have an extensive roster of partners which we utilize for these services which we have curated and partnered with throughout our 16 years in business.

Video is the most immersive storytelling format at our disposal. Video outperforms still photography in social media and website engagement, so it is imperative to have a reliable and up-to-date library of video content to use across your site, social platforms and media strategy. That said, TJA always recommends capturing photography alongside video for efficiency and consistency.

OUR APPROACH TO VIDEOGRAPHY

We craft immersive video content to align with your brand story and stand the test of time. Goals for video projects include:

• Develop a story that resonates with your audience and achieves conversion and awareness goals

• Maintain cohesion with existing campaign or brand trajectory

• Maximize ROI by offering a versatile final cut that can be used across multiple media channels

VIDEO PROCESS

1) Kickoff and Planning First we need to align with the type of video you need. Are you seeking an interview, an explanation or instruction, or a brand story and lifestyle experience piece? To determine direction, we meet with you and select stakeholders to discuss the vision and measurable goals that the video will achieve.

• We’ll discuss media placement and distribution to ensure the right eyes are seeing the final product. We’ll also nail down the essence of the video project so that everyone moves forward with a mutual understanding of the story.

• We develop a timeline to ensure the video is finalized in time for any important milestones you’re anticipating.

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Description: Marketing - Statewide Arizona Department of Administration State Procurement Office

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

2) Concepting Mood board Once everyone agrees on the goals (and depending on the type of video) we begin the process of creating the concept and visual storytelling using a mood board and/or existing video clips. This will provide a springboard for finalizing the content and feel of the video.

Storyboard We take the approved mood board and incorporate details like shot direction, locations, talent and scripts. The storyboard is our opportunity to ensure all content points are covered from a visual, location and messaging perspective. Preliminary scripts are developed and finalized after any necessary creative discussions with your team.

3) Pre-Production Logistic coordination The Creative Director, Production Director and Director of Photography will dive into the granular details of executing the story, working within the parameters of the budget to:

• Cast talent [if applicable]

• Create shoot schedules and call sheets

• Hire shoot support staff (hair and makeup artists; lighting, rigging, grip and camera crew; craft services; prop stylist)

• Coordinate with businesses, municipalities, etc. to obtain permits and permission to shoot on location

4) Production On-site coordination The Production Director and a Production Assistant will arrive to ensure everything is set up, in place and ready to kick off the minute talent and crew arrive:

• Ensure props, wardrobe and stylists are ready

• Review schedule, adjusting for any last-minute details, like weather challenges

• Stay on top of arrivals to make sure shooting begins on time

Shooting The Creative Director works with the Director of Photography to create beautiful shots and make sure the vision is communicated throughout the video:

• Director of Photography follows the shot list to capture all agreed upon content and follows the approved script to ensure there are no deviations

• Production Director manages wardrobe and makeup changes, location switches and overall timing

• Creative Director makes any necessary situational adjustments to capture the best shots

Wrap Toward the end of shooting days, the Creative Director, Director of Photography and Production Director will convene to ensure all necessary footage was captured.

• Reviewing the shot list to ensure no shot was left behind

• Ensuring that what was captured complies with the agreed-upon concept

• Packing out in a timely manner to avoid overstaying on location

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

5) Post-production Editing The Director of Photography does an initial comb-through of all captured footage to begin the process of paring down the parts that will go into the final cut. Select clips start to form a cohesive and compelling story.

• Creative Director reviews selects from Director of Photography and green lights approved clips

• Select clips are compiled into a rough cut without transitions to ensure shots mesh and carry the story

• Transitions are added and video flow is fine-tuned

• We comb through music libraries and record voiceovers (if they’re called for) to use in the final product

• You will have 1-3 rounds of proof revisions available during this phase

6) Final Cut Finalizing We edit main footage and B-roll for length and then present for final approval. Once approved, we transfer all appropriate files to your organization.

• Acquire rights to any music that will be used for the video

• Depending on goals, use and media needs, we’ll edit for various cut length ( i.e., :15, :30, :60) and export files so video is ready for all…