LCRDA RFQ 1108 RBOppenheim 2011

7/31/2019 LCRDA RFQ 1108 RBOppenheim 2011

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December 14, 2011

RFQ Number 11-08:

Branding & Web Design Services

For

Innovation Park and

The Leon County Research and

Development Authority


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Section 1 Title page (see cover of proposal for requested information)

Section 2 Table of Contents

Table of Contents

Section 3 - Qualifications, Experience and References ................................................................................ 3

CORPORATE PROFILE ................................................................................................................................ 3

TEAM BIOS ................................................................................................................................................... 3

Rick Oppenheim, APR, CPRC .................................................................................................................... 3

Erin Schmidt, M.A. ...................................................................................................................................... 4Michael Winn .............................................................................................................................................. 5

Jocelyn Givens ........................................................................................................................................... 5

Cliff Leonard ............................................................................................................................................... 6

RELEVANT EXPERIENCE ............................................................................................................................ 6

Florida Redevelopment Association ........................................................................................................... 6

The Florida Educational Technology Conference (FETC) ........................................................................... 7

Florida Developmental Disabilities Council ................................................................................................. 8

HIE Networks, LLC ..................................................................................................................................... 8

The TAPP Campaign: Think About Personal Pollution ............................................................................... 8

REFERENCES .............................................................................................................................................. 9

Section 4

Required Forms ......................................................................................................................... 11DESCRIPTION OF WORK........................................................................................................................... 11

Separation of the Innovation Park and Leon County Research and Development Authority Brands ......... 11


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Section 3 - Qualifications, Experience and References

CORPORATE PROFILE

RB Oppenheim Associates is a full-service public relations, advertising and digital marketing firmspecializing in the development and implementation of comprehensive, market-drivencommunication programs, materials and earned-media campaigns on local, state, regional andnational levels.

Founded in 1985 in Tallahassee, Florida, the firm serves both large and small clients on a

continuous basis and for special projects, providing active assistance to management at internaland external levels.

RB Oppenheim Associates brings to its clients a broad range of capabilities combining traditionaland emerging public relations, advertising, marketing and digital communication skills and researchmethodology practiced by seasoned professionals. In developing programs, the firm's expertsconsult with the client, analyze the client's current situation and the environment within which itexists, identify audiences to be reached, establish measurable goals and objectives, developstrategies and techniques to reach those goals, and then evaluate the results using quantitativeand qualitative measurements.

RB Oppenheim Associates has been ranked among the state's top 25 PR firms by Florida Trendmagazine. The firm is a 117-time winner of FPRA's regional and statewide Golden Image Awards,including winning six times the Grand All Capital Image Award for best public relations program inthe region, winning the Grand Florida Golden Image Award in 1996 and 2002 for best overallprinted tools in the state, and winning the Dick Pope All-Florida Grand Golden Image Award forbest overall PR program in the state in 2005.

During the past 26 years, RB Oppenheim Associates has served more than 200 clients in a widerange of industry segments including 90 nonprofit organizations and 20 state and localgovernment agencies and has managed dozens of media relations issue management and


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Rick began his career more than 35 years ago as a journalist and later served as press aide toFloridas secretary of state, as communications director at the Florida Division of Cultural Affairs,as an account executive at a leading Miami PR firm and as PR director at a Tallahasseeadvertising agency.

Since founding RB Oppenheim Associates in 1985, Rick has served more than 200 local, state andnational clients from a range of industry segments, including corporations, associations, thehealthcare industry, cultural and educational institutions, financial institutions, the insurance andreal estate industries, government agencies, professional service firms and non-profitorganizations.

He is a graduate of Leadership Tallahassee (1988-89 class), has served in a leadership capacityon numerous community boards and has supported a long list of causes and civic organizations,

including the Children's Home Society of Florida, the Greater Tallahassee Chamber of Commerce,the Tallahassee Symphony Orchestra, the American Cancer Society, the Tallahassee Technology(TalTech) Alliance, Keiser University, WorldClass Schools of Leon County, the Florida Center forthe Performing Arts & Education, the Seven Days of Opening Nights arts festival, Communities inSchools of Leon County, the Capital Tiger Bay Club, the International Rhino Foundation and more.Under Ricks leadership, RB Oppenheim Associates has earned more than 200 awards andhonors for outstanding public relations, marketing and advertising programs and communicationtools, including the Dick Pope All-Florida Grand Golden Image Award for the best PR program in

the state in 2005. He also has been recognized with the highest professional awards from theFlorida Public Relations Association and the American Advertising Federation the John W. DillinAward and the Silver Medal Award, respectively.

Erin Schmidt, M.A.

COO, Account Supervisor

Erin Schmidt is account supervisor and chief operating officer at RB Oppenheim Associates,serving clients in the areas of public health, transportation building, metropolitan planning anddevelopment, government and politics, education and environment. Her responsibilities includesocial media integration and networking, issue management, media relations, public involvement,

i i d di i i l di i h i i d ll l d i


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Erin holds a Master of Arts degree in Media and Communication Studies from Florida StateUniversity. She received her Bachelor of Arts degree in Communication Studies from LutherCollege in Decorah, Iowa.

Michael WinnDigital Marketing Manager, RBOAChief Digital Officer, Digital Opps

Michael Winn is the Digital Marketing Manager at RB Oppenheim Associates and Chief DigitalOfficer for RBOAs digital marketing division, Digital Opps. He is responsible for analyzing andmaximizing all digital media campaigns, corporate marketing objectives and web-basedorganizational branding initiatives for RBOAs clients. His responsibility is to ensure that all current

technologies, digital methodologies and search engine optimization strategies are leveraged toprovide the highest level of success for our clients.

Prior to joining RB Oppenheim Associates, Michael was Owner and Senior Web Strategist atCatalyst Consultant Group, a Tallahassee-based digital media consulting firm that worked withclients such as The Proctor Automotive Group, Florida Commerce Credit Union, Lawton ChilesFoundation, American Advertising Federation Tallahassee, Lively Technical Center and the FloridaRedevelopment Association. His consulting services included regional and statewide web-based

marketing promotions, integrated database social media campaigns and search engineoptimization strategies.

Michaels senior-level management consulting experience with commercial brands such as Acura,Honda, General Motors and non-profit organizations like the United Way and the American CancerSociety serve as the foundation of his knowledge and expertise in maximizing complex digitalcampaigns.

Michael attended The University of Houston pursuant of a Bachelor degree in BusinessDevelopment and has 21 years of experience in staff management, public relations, businessdevelopment and integrated digital marketing.


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she served as an Assistant Account Executive with the Tallahassee office of Hill & Knowlton, aglobal public relations firm.

Jocelyn earned her BS in Mass Media Studies from Florida State University in 2008 and iscurrently working (part-time) on her Masters in Integrated Marketing Communications at FSU.

When shes not working or hitting the books, Jocelyn enjoys building her social media network,watching collegiate and pro sports, traveling and spending time with her friends and family.

Cliff LeonardCreative Director/Graphic Designer

Cliff Leonard will serve as creative director and graphic designer for the development of logos,branding/identity materials and other templates for collateral/printed materials.

The owner of Hook, Line & Sinker Designs, Cliff is one of RBOAs primary subcontractors. He is ahighly skilled and creative designer and photographer and has served as principal graphic designerto RBOA for the past three years, developing a range of materials for our clients, including logos,business papers, style guides, print advertisements, brochures, newsletter templates and layouts,annual reports, fliers and other sales-promotion materials.

Cliff has been a professional graphic designer for the past 14 years. He earned his Bachelor of

Fine Arts (BFA) in Studio Art with a concentration in Graphic Design from Florida State Universityin 1997. He also earned two degrees in 1995 from the Southeast Center of Photography, whichwas ranked the Number 2 photography school in the country prior to becoming part of theUniversity of Central Florida.

Cliff is an independent contractor who works under the close direction of RBOAs account servicesteam. You may view examples of his work on his web site atwww.cliffleonard.com. Referencesmay be provided upon request.

RELEVANT EXPERIENCE
http://www.cliffleonard.com/http://www.cliffleonard.com/http://www.cliffleonard.com/http://www.cliffleonard.com/


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resources to local community redevelopment agencies. Over several years of neglect and webadministrative turnover, the FRA website became outdated in site architecture and content. Thecontent management system required a very specific set of code knowledge and lacked intuitiveuser interface. There was no blog functionality, no event calendar and no social media integration.As a result of these conditions, the FRA website was performing below expectations.

Collaborating with FRA executive leadership, RBOA designed a new, branded website themeusing a more user-friendly content management system while integrating various social media,video and email marketing components. In addition to the website redesign, this project requiredthe migration of nearly a decade of archived data. Through careful strategic planning andorganization, the content was migrated and reorganized to be more accessible to website visitors.The overall enhancements to the FRA website resulted in content that was easy to navigate,increased overall number of site visitors and a stronger brand presence for the association.With the overall success of the newredevelopment.netwebsite, FRA then contracted RBOA to

build an FRA members-only network website as well as a mobile site dedicated to the 2011 FRAAnnual Conference. Through the use of these various digital websites, FRA has expanded itsdigital presence while providing members the resources needed to build successful redevelopmentprojects during this challenging economic climate.

The Florida Educational Technology Conference (FETC)

FETC is one of the largest conferences in the nation devoted to educational technology, drawingmore than 10,000 K-12 educators, corporations and government leaders to Orlando eachyear. RBOA has served FETC for 16 consecutive years, most recently working on FETC 2011 lastJanuary and currently planning for FETC 2012, scheduled for January 23-26 at the Orange CountyConvention Center. From 1995-2007, RBOA managed all marketing and communications for theconference, including branding (we coordinated logo development and full-scale corporaterebranding), production of all printed and collateral materials, producing and placing allconference advertising, and coordinating all publicity and media relations. In 2007, FETC wasacquired by 1105 Media, a national media corporation and publisher which now handles allproduction, collateral and printing. RBOA continues to manage all media relations, publicity andsocial media engagement for the conference, as well as for the companys other education events,including the Innovative Learning Conference, the Campus Technology Forum and the School &
http://redevelopment.net/http://redevelopment.net/http://redevelopment.net/http://redevelopment.net/


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Efforts for FETC have garnered Image and Golden Image Awards from the Florida PublicRelations Association for the Virtual Newsroom link on their website in 2002, for our on-site PressRoom in 2004 and for a printed wall calendar in 2006. We are currently working on FETC 2012and SCBE 2012, both scheduled for January 23-26 in Orlando.

Florida Developmental Disabilities CouncilRBOA has worked under several contracts for the Florida Developmental Disabilities Council since2004, providing an array of strategic communications services, including multiple public awarenessand advocacy campaigns, media relations and earned-media programs, special eventmanagement, video production, website development, branding, PowerPoint presentations andcollateral production. In 2009, we managed a new branding initiative, for which we conducted

identity discovery research, logo design and development of a style guide and templates for anarray of business papers and collateral materials. In 2010, we developed and implemented acomprehensive campaign to promote awareness of Fetal Alcohol Spectrum Disorders, includingbranding, website(www.fasd-fl.org), media relations, grassroots advocacy, social mediaengagement, special event coordination, community presentations and, ultimately, thesustainability of the campaign by securing a third party to take it over and assisting in transition(which was completed in August 2011).

HIE Networks, LLC

RBOA was retained in June of this year to help launch a new, innovative company that wasdeveloping a statewide (soon to be national) secure, online, electronic medical records networkthat would link hospitals, physicians, pharmacists, clinics, laboratories, insurers and otherproviders. They turned to us to develop a complete identity and branding package, including acorporate name, logo, business papers, messaging, website and an array of public relations and

media support. The company launched officially at a news conference held December 13 (theday before this proposal was due). For a glimpse of our work on this exciting initiative, go tohttp://hienetworks.com/category/news-events/.
http://www.fasd-fl.org/http://www.fasd-fl.org/http://www.fasd-fl.org/http://hienetworks.com/category/news-events/http://hienetworks.com/category/news-events/http://hienetworks.com/category/news-events/http://www.fasd-fl.org/


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In 2005, the television PSAs garnered five regional and statewide Golden Image Awards, an AddyAward and a Telly Award. The DEP grant and contract with the ORSWCD concluded, but theprogram was continued (with RBOA again providing marketing, media and public relationsservices) in Spring 2006 under the auspices of the City of Tallahassee, thanks to a new (andlarger) DEP grant.

Program efforts resumed again in Spring 2007 under contract with the City of Tallahassee andhave continued each year through the recently-concluded 2011 campaign (and we are eagerlyawaiting word about our contract for 2012). RBOA has continued to secure media placements forPSAs and campaign billboards throughout the Capital area, as well as successfully coordinatedpress conferences, secured extensive local media coverage and, since 2010, has been managingall social media engagement for TAPP. Learn more about the campaign atwww.tappwater.com.

REFERENCES

1. Florida Redevelopment Association301 S. Bronough Street, Suite 300Tallahassee, FL 32302-1757

Contact: Carol Westmoreland, Executive [email protected]

(850) 701-3622

Services: Digital CommunicationsWebsite design/maintenance/development, e-newsletter, social media, digital conferencesupport services, public relations

Website references:http://redevelopment.net

http://my.redevelopment.nethttp://framobile.com

2. 1105 Media Education Group (FETC)
http://www.tappwater.com/http://www.tappwater.com/http://www.tappwater.com/http://redevelopment.net/http://redevelopment.net/http://my.redevelopment.net/http://my.redevelopment.net/http://framobile.com/http://framobile.com/http://framobile.com/http://my.redevelopment.net/http://redevelopment.net/http://www.tappwater.com/


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3. Florida Developmental Disabilities Council124 Marriott Drive, Suite 203Tallahassee, FL 32301

Contact: Ms. Debra Dowds, Executive Director

[email protected](850) 488-4180

Services: PR, Branding, Digital CommunicationsPR/advocacy campaigns, branding/logo development, website design/development/maintenance, collateral production, counseling and support services

Website references:

www.fasd-fl.org

4. HIE Networks3411 Capital Medical Blvd.Tallahassee, FL 32308

Contact: Zach Finn, Chief Operating [email protected]

850-702-0091

Services: PR, Branding, Digital CommunicationsIdentity, branding, business papers & collateral production, messaging, digital communications,website design/development/maintenance, press conference, support services, public relations

Website references:http://hienetworks.com

5. TAPP Think About Personal PollutionCity of Tallahassee, Stormwater Management408 N. Adams St.
mailto:[email protected]:[email protected]://www.fasd-fl.org/http://www.fasd-fl.org/mailto:[email protected]:[email protected]://hienetworks.com/http://hienetworks.com/mailto:[email protected]://www.fasd-fl.org/mailto:[email protected]


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Services: Creative director and graphic designer for the development of logos,branding/identity materials and other templates for collateral/printed materials

Website references:

www.cliffleonard.com

Section 4 Required Forms

DESCRIPTION OF WORK

Separation of the Innovation Park and Leon County Research and Development Authority Brands

Overview

Currently, there is enormous brand confusion between the Leon County Research and DevelopmentAuthority and Innovation Park. The former is a dependent special tax district established pursuant toChapter 159, Florida Statutes, and is an organization with specific charges and responsibilities. Thelatter is a geographic product a 208-acre campus designed to serve as a location for variousscientific, research and technology enterprises.

While there is considerable local recognition for Innovation Park, its branding becomes fuzzier as oneventures outside of the regional market. The name is not unique, nor is it descriptive geographically.There is far less recognition for the Authority, which has no logo, branding, associated colors or wordmarks. Even its mission, composition and activities are enigmatic to area residents and potentialcustomers.

As part of this RFQ, the Authority is seeking consultative and creative services to identify strategiesand executions for the separation of the Innovation Park and Leon County Research and Development

Authority brands and, as appropriate, an update or creation of new visual branding for the Authorityand Innovation Park. To this end, RB Oppenheim Associates is pleased to provide the followingproposed activities.
http://www.cliffleonard.com/http://www.cliffleonard.com/http://www.cliffleonard.com/


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Conduct additional interviews with Board members, Authority staff and selected CommunityPartners to review communication materials, logo and messaging and collect opinions, ideas andrecommendations.

Conduct phone interviews with selected Innovation Park tenants and prospective tenants todiscuss communication materials, logo and messaging and collect opinions, ideas and

recommendations. Make recommendations regarding those materials with regard to the functionality and

dysfunctionality in terms of providing a clear, appropriate, coordinated and consistent identity forthe Authority and Innovation Park.

Graphics: Review the application and utilization of the Innovation Park logo and make recommendations for

its use as is or whether it should be revised/updated, or if a new logo should be developed, or if a

tagline should be appended to the logo for additional clarification. If the existing logo is to berevised/updated or a new logo created, provide design services to produce a compelling andfunctional logo for Innovation Park. We will provide at least 3-5 different representations ofpossible logo executions and include 3 rounds of revisions in the proposed cost.

Create a separate, compelling and functional graphic identity (logo) for the Leon County Researchand Development Authority, including consideration of if/how it should be linked, compatible orconsistent with the Innovation Park logo. We will provide at least 3-5 different representations ofpossible logo executions and include 3 rounds of revisions in the proposed cost.

Provide art direction, oversight and quality control throughout design/production process. Produce a Style Guide that will provide rules and guidelines for the development and production

of all internal and external communication materials, including the use of typefaces and fonts,colors, decorative borders, logos and branding materials, etc. This will be provided in a formatthat can be used and applied by Authority staff, Board members, tenants, contractors and others.

Website Design & Migration of Old Data

Overview

The objective of this website proposal is to provide a solid yet separate digital foundation for both


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Content Migration Process

According to information provided by Innovation Park, the current file size is 7.25 GB of data whichincludes 58 webpages, 409 pdfs and 231 images. The following step will be taken to ensure that themigration process is comprehensive.

o Inventory of current datao Analysis of required data to meet public record complianceo Strategic organization of content for new websites

New Content Strategy

Working in collaboration with Innovation Park and the Leon County Research and DevelopmentAuthority staff, RBOA will develop and execute the website site map based on identified objectivesand messages identified in the branding stage and the content analysis. Using combined keymessages with Google keyword analysis, a strong content strategy will be developed that meets theorganizational goals of both websites while yielding the best search engine results for potentialtenants, elected officials, community leaders and citizens looking for information and/or servicesprovided. High-impact graphics and organized relevant content will provide the foundational approachto creating a user-friendly homepage and site navigation.

Search Engine Optimization (SEO)

SEO strategy includes site content or structure, keyword research and relevant content development.Leveraging SEO practices will help the Innovation Park and Leon County Research and DevelopmentAuthority websites perform well in search engine results. Tactics that will be implemented to increasewebsite SEO include:

o Website indexing to major search engines.o Keyword/key phrase suggestions and meta tag generation.o Website optimization for selected keywords and content tags.

XML G l Bi Y h d HTML i f j h i


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o RSS: This plugin will be used to create a daily digest of content posted to social media sitessuch as Facebook, Twitter and Foursquare.

o Mobile display: This plugin automatically transforms the Innovation Park and Leon CountyResearch and Development websites to mobile platforms so visitors can easily view from their

mobile device.

o Social media integration: This plugin includes the Innovation Park and Leon CountyResearch and Development social media links and images so visitors can directly visit thosesites.

o E-news sign-up form: This plugin makes it easy for visitors to sign up for Constant Contact e-news updates. User-entered emails are automatically stored in the Leon County Research and

Development site administrator Constant Contact account.

o Calendar display: This plugin allows the Leon County Research and Development staff and/orauthorized users to create events through a shared Google calendar that will display both acalendar and text view. Below the calendar display is a text version list of all event details whichis optimal for mobile viewing. Located at the bottom of the calendar page is a comment sectionwhich allows users to submit general questions regarding upcoming events. Comments can beapproved for display along with responses that can be answered individually, deleted or

privately archived.

o Social sharing links: This plugin is used to help visitors share, bookmark and email posts andpages using platforms such as Facebook, Twitter, StumbleUpon and Google+.

Content Management System (CMS)

A robust website CMS (Wordpress) provides administrative access to website content for posting,editing and publishing. This CMS is browser-based software that allows authorized users to create,update and modify content with minimal programming language. The CMS dashboard provides accessto posts, pages, media library, appearance, plugins, settings and users. There are four levels of


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o Pages: Static pages that present content that can be viewed based on public, private orpassword-protected content.

o Plugins: Extends the platform to adapt to emerging technologies like Twitter, Facebook,Foursquare, SlideShare and YouTube.

o Dashboard statistics: Measurement tool that displays content based on daily, weekly ormonthly views for the following content:

o Page viewso Referrerso Top searcheso Top content

Website Technical Requirements

1. Domain Managemento Administrative

A. Current management of the Innovation-park.com domain is managed throughNetwork Solutions and will remain under that format.

B. Leon County Research and Development Authority currently has noregistered domain. A new domain will be secured and managed through thesame Network Solutions account.

o TechnicalA. The technical contact for the Innovation-park.com domain will be listed

through Network Solutions.B. Leon County Research and Development Authority domain will be listed

through Network Solutions.o Registration

A. The registrar contact for the Innovation-park.com domain will be listedthrough Network Solutions.

B. The registrar contact for the Leon County Research and DevelopmentAuthority domain will be listed through Network Solutions.


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o Service interruption process RBOA will provide the procedure for serviceinterruptions:

Maintenance Mode A maintenance mode (approved) notification will beplaced on the homepage during routine updates or while (requested)homepage modifications are being completed.

Database errors A 404 page (approved) error message will be created in

the event that the content has been moved or website visitors have requesteda page that doesnt exist.

Server Unavailable In the event that servers experience any down time, anapproved Cannot Reach Server error message will appear.

o Backup Data Download Process the Leon County Research and DevelopmentAuthority website databases have several options in regards to website back-upfrequency:

Once Hourly Twice Daily Once Daily Once Weekly On-demand

Each of these options can be modified via the administrative dashboard and can bescheduled and transmitted electronically via designated email address or saved tolocal or remote server.

4. Server Logs the Leon County Research and Development Authority website databaseswill have access via individual cPanel access to:

o Monthly server logs via Raw Log Managero On-demand server log via Raw Log Manager

5. Standards In compliance with Leon County Research and Development Authority webstandards, RBOA will ensure the following standards are met:

o Availability - Websites shall be publicly available to users a minimum of 95% of thetime during any 24-hour period, 95% of the time during any seven-day period, and95% of the time during any 30-day period.

o Security - RBOA shall prevent unauthorized access to the server, restricted areas of


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RBOA also will provide Leon County Research and Development Authority staff unlimited access toour exclusive CMS video training center which contains 35 short, instructional videos pertaining to theCMS.

Additional email support and phone support will be made available to Leon County Research andDevelopment Authority staff upon request.

Preparation of Template Documents for Innovation Park and the Authority

Utilizing the anticipated revised/updated Innovation Park logo and the new LCRDA logo, provide

design services to produce appropriate MS Office-compatible templates and applications for collateral

communication materials, including:

Business papers (e.g., letterhead, envelopes, business cards, mailing labels, etc.).

Electronic newsletter

Auto-signature for emails

Cover design for folder or annual report

Other template documents as may be negotiated

FEE SCHEDULE

The VENDOR (RB Oppenheim Associates) hereby proposes to furnish BRANDING AND WEBSITEDESIGN SERVICES for the following fees:

Total Cost: $14,000

1. Separation of the Innovation Park and Leon County Research and Development Authority Brands:$3,500

2 W b i D i & Mi i f Old D $7 500


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A brief summary statement or elevator speech that clearly defines the Authoritys andInnovation Parks missions and purposes, each in approximately 50 words.

A list of key messages (a series of six-to-eight simple, easily understood statements) for eachentity for use in providing additional, more-detailed information about the Authority andInnovation Park and their purposes. To maintain consistency in all communications, the key

messages should be used in all internal and external communications, marketing materials,community outreach, media relations and public relations efforts.

EQUAL OPPORTUNITY/AFFIRMATIVE ACTION REQUIREMENT

RB Oppenheim Associates agrees to a commitment to the principles and practices of equalopportunity in employment and to comply with the letter and spirit of federal, state, and local laws

and regulations prohibiting discrimination based on race, color, religion, national region, sex, age,handicap, marital status, and political affiliation or belief.

CERTIFICATION REGARDING DEBARMENT, SUSPENSION AND OTHER

RESPONSIBILITY MATTERS

RB Oppenheim Associates certifies to the best of our knowledge and belief, that we and our

principals are not presently debarred, suspended, proposed for debarment, declared ineligible, orvoluntarily excluded from covered transactions by any Federal, State or local department oragency.

Please see the following pages for other required forms.


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LCRDA RFQ 1108 RBOppenheim 2011

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Transcript of LCRDA RFQ 1108 RBOppenheim 2011