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HomeMy WebLinkAbout20190812-M Network-SunnyIsles-RFPM.NETWORK CONTACT: THOM MOZLOOM (305) 571-1455 | thom.mozloom@theMNetwork.com 14 NE 1ST AVE., STE 405 | MIAMI, FL 33132 RFP NO. 19-07-02 CITYWIDE RE-BRANDING SERVICES The M Network City of Sunny Isles Beach AUGUST 2019 M.NETWORK 2RFP NO. 19-07-02 TABLE OF CONTENTS 1. CORPORATE BACKGROUND 03 2. QUALIFICATIONS 04 3. STAFFING 38 4. APPROACH/METHODOLOGY 44 5. FINANCIAL BACKGROUND 48 6. AGENCY BILLINGS 50 7. CREATIVE ABILITY 51 8. STRATEGIC THINKING 53 9. COST OF SERVICES 63 10. REFERENCES 64 11. CONTRACT FORMS 65 M.NETWORK 3RFP NO. 19-07-02 1. CORPORATE BACKGROUND Proposer details on the corporation’s background and each known subcontractor, its size, and resources. In response to this Proposal, all Proposers must provide the following: The M Network, Inc. is an S Corp The business was established in 2003. Business Licenses: Attached 14 NE 1st Ave, #405; Miami, FL 33132 www.themnetwork.com Contact Information: Thom Mozloom 305-571-1455 x101 Proof of Insurance: Attached M.NETWORK 4RFP NO. 19-07-02 2. QUALIFICATIONS Proposer’s relevant experience, qualifications and past performance: a. Each proposer must submit a list of their current clients, preferably government, in which they currently have working relationships. Miami-Dade County The M Network has been the agency of record for the Miami-Dade County Homeless Trust for more than a decade. Services we provide them include public opinion research and analysis, branding, PR, crisis management, print and digital design, web/digital advertising, paid media placement, video-production, and event-coordination. In 2017 The M Network took The Homeless Trust through a complete rebranding, changing logo and iconography as well as all brand identity pieces. We are slated to revamp their web presence in 2020. Martin County The M Network was hired this year as the agency of record for Martin County. We have been tasked with all communications regarding the County’s role in helping the Army Corps of Engineers revamp the Lake Okeechobee System Operating Manual. We have also been tasked with utilizing new and existing research to develop comprehensive communications strategies around their ongoing septic to sewer initiative as well as several critical public works projects. Children’s Services Council of Broward County The M Network has been the agency of record for The Children’s Services Council of Broward County for the past four years. We provide them with market analysis, branding, public relations, media-consulting, design, video-production and crisis management services. In that time we have refreshed and codified their brand and brand standards. From these we have created all of CSC Broward’s public facing communications. The Children’s Trust (Miami) The M Network has been the agency of record for The Children’s Trust since 2005. We use public opinion research to create and place all of their TV, radio, print, and OOH advertising. We were also the agency of record for the reauthorization campaign and recently guided them through a full brand refresh, including revised logo, new font and color selections, and new logo treatments for all of the Trust sub-brands. M.NETWORK 5RFP NO. 19-07-02 The Miami Foundation The M Network has been the agency of record for The Miami Foundation since 2016. We were originally hired to create a 50th Anniversary brand package and campaign. This included new logo and brand identity package. This was the jumping off point to create a year-long campaign, leveraging partnerships throughout the county in order to increase both local and national awareness. Following the 50th campaign, The M Network refreshed the Foundation’s overall brand, reflecting components of the 50th. We continue to serve as the agency of record, providing public relations, media buying, digital advertising, design, and video production services. The Knight Foundation The M Network has been contracted by the Knight Foundation to create a campaign around the Knight Arts Challenge in Miami, Akron OH, Charlotte NC, and Detroit MI. Our services include market analysis, target audience identification, traditional and digital media buying, and public relations. In conjunction with our PR services, we also provide messaging as well as media training. The Key Biscayne Community Foundation The M Network was recently contracted by The Key Biscayne Community Foundation to assist in the launch of Key News, a hyper local news and information outlet serving the Village of Key Biscayne. Using market analysis and audience research, The M Network developed logo and brand identity and is currently developing a “media kit” for sales/underwriting opportunities. Becker Law (Government Relations) The M Network is the agency of record for Becker Law. Among the practice areas we serve is Government Relations, providing PR, crisis management, advertising, design, presentation training and content development services. In this capacity we use new and existing research to identify areas of need within various municipalities and create communications materials for the firms government relations experts. M.NETWORK 6RFP NO. 19-07-02 b. An explanation of why the Proposer is the best qualified to perform the contract and demonstrate its qualifications including an item-by-item disclosure outlining how the firm meets or exceeds the requirements of this RFP. The M Network has been in existence for more than sixteen years. All of them have been spent creating brands and building public awareness and education campaigns for government agencies and non-profits. Our years of experience have helped us create a reliable, “Brand First” methodology that is built on research, consistent branding, and high-impact creative. We have deployed this methodology with demonstrable success for local, statewide and national clients, some of which were mentioned above. This approach creates a clear understanding of your organization and a clear analysis of your target audiences. It is a six-step process to: • Assess: In this phase of our process, The M Network will identify the organizations strengths, weaknesses, assets and resources. In addition will help you to define a “Destination Brand.” Simply stated, the “Destination Brand” is the image that you want to project to your target audiences. • Define: This is where we identify your target audiences and the aspects and offerings of your organization that are most compelling to them. We will also deploy opinion research to discern what your audiences currently think of you and how that matches to your “Destination Brand.” • Identify: Once we create your “Destination Brand” and clearly understand your target audiences, we will then to identify the best mediums in which to connect with them, filtering them by those that are most appropriate to your “Destination Brand” • Create: With all the information about your audiences, “Destination Brand,” and mediums through which to connect, we will then be able to create and package 2 to 3 different sets of elements and campaign concepts. • Test: These elements will then be tested in focus groups made up of members of your various target audiences. This will help us in identifying and perfecting the one concept to mover forward with. M.NETWORK 7RFP NO. 19-07-02 • Execute and Deploy: In this phase we create brand identity guidelines to serve as a clear roadmap for all materials to be created as well as a branding toolkit in which all of the elements are housed. We then build a production calendar, identifying a clear, finite deliverables list of everything that will be needed for launch and the timing for each element to be created. Our “Brand First” approach also forces us to be tactic agnostic. Unlike many firms, who come in with a particular tactic that they then “sell” clients on, The M Network allows the process to guide us toward solutions that a research-based and best for each client. In turn, this has allowed our firm to continually add new capabilities. Today, we boast a wide array of in-house, multi-lingual capabilities that include: In addition, our “affiliate network” adds a near endless array of capabilities that include (but are by no means limited to): Branding / Brand Management Media Buying Web Design/Building Crisis Management Event Coordination Speech Writing Social Media Strategies Digital Advertising Corporate Identity Film/Video Production Public Relations Copywriting (English/Spanish) Print Design Audio/Radio Production Media Training Board Presentation Creation Content Creation Television Development Messaging Creation Public Opinion Research Direct & Email Campaigns Grass Roots / Street Teams Custom Music Production Live Sound Mobile / Text Marketing App Development Cyber Security Political Campaigns Copywriting (Haitian Creole, Portuguese) Faith-Based Outreach Promotional Items Staging / Lighting Live Video Production Publishing SEM / SEO Government Relations Trademark & Patent Services Compliance Submarine building (Just wanted to make sure you were still reading) M.NETWORK 8RFP NO. 19-07-02 In short, The M Network has the methodology, the capabilities, and the track-record necessary to help Sunny Isles create a unified and identifiable look that residents can connect with, business want to work with, and employees are proud to represent. In addition, because of The M Network’s deep understanding of government and non-profit entities, we are uniquely positioned to build long-lasting, highly effective, comprehensive strategies that go along with the brand identity we help you create. c. Provide an overview of how your firm will address the two phases outlined in this RFP, including the company names and credentials for any subconsultants that would be used in Phase 1: i. Phase 1 – Marketing Research and Investigation ii. Phase 2 – Brand Development and Execution Phase 1 – Marketing Research and Investigation. The first step in helping Sunny Isles create a clear, compelling brand identity, including logo, font, color and layout guidelines, is to clarify what exactly is a brand. A brand is not a logo. It’s not a color choice or font selection. A brand is the emotional connection that a target audience forms with your entity. The logo, color selection, font, and graphic layout are merely symbols that serve to instantly remind your audience of this larger emotional connection. What this means is that our first step in developing a brand identity for Sunny Isles will be to define the brand. Who are you? What do your current target audiences think of you? What would you ultimately like them to think of you? Is there a clear path from where your target audiences are to where you’d like them to be? These are just a few of the issues that we will addressed through both internal workshops and external executive interview research. The process will also clarify what you would like your brand to be and how you would like your target audiences to react to it. We call this the “Destination Brand.” M.NETWORK 9RFP NO. 19-07-02 It is critical to point out that many of your branding goals will not be met solely by changing your look and logo. While the final brand identity package will express the “Destination Brand” in visual form, the process as a whole may bring to light other, non-visual branding issues that will need to be addressed before truly achieving your overall “Destination Brand.” In addition to audience identification, The M Network will also complete a usage audit, defining all of the mediums in which your future brand identity might be used. This will ensure that our team is not designing in a vacuum, but rather for the real world. A brand identity that is pretty is nice. It’s much better to have one that works. To execute all of the research necessary for this phase, our intention is to bring in one of our research partners. We work with a number of local and national research partners who are capable of conducting they type of deep dive executive interviews, polling, and focus grouping we will need. We will select this partner based on their track record of working with clients similar to Sunny Isles as well as their capabilities and bandwidth. Our initial thought is to use one of our South Florida based partners but this might change once our initial meetings with your are conducted and we have clearly defined the initial target audiences whom we want to research. The end results of Phase I will be: • Create a market analysis of Sunny Isles, outlining broad goals and competitive landscape • Identify your various target audiences and key constituents • Assess the best means to put your brand in front of your target audiences • Define your current brand among these audiences • Craft your “Destination Brand.” M.NETWORK 10RFP NO. 19-07-02 Phase 2 – Brand Development and Execution Once we have the best information possible regarding the market as a whole, your target audiences, media and mediums for brand placement, and overarching goals, we will be well positioned to begin the creative process. The first step will be to create a comprehensive deliverables list, identifying every piece of creative that will need to be completed. We will then create a budget that will take into account what elements could be created internally and which will be created externally. This deliverables list and budget will help Sunny Isles to prioritize in order to set a realistic and achievable production calendar. After that, The M Network will create multiple brand identity options. These options will be tested in focus groups through our research partners, ensuring that what we create is both compelling and effective in visually communicating the “Destination Brand” to your target audiences. Once all designs are tested and finalized, we will codify the brand identity with clear guidelines so that all brand materials (created by The M Network or by any other external or internal team) are consistent in both look and messaging. Finally we will work through the deliverables list, producing the elements that fit within our mutually agreed upon scope and budget while working with your in-house team to train them on how to execute other elements. d. A schedule of proposed services. The schedule should include the Proposer’s understanding of the issues and tasks of the project at hand. Our understanding of this project is that, currently, the brand identity of Sunny Isles is scattered and a bit dated. There are at least three different visual identities in use, each only nominally relating to the other. Additionally, the tag lines do not adequately resonate with residents, staff, area business owners, or visitors. In order to rectify these issues, a comprehensive rebrand is in order. This rebrand will create a unified look and feel designed to accommodate all the various different stakeholders, including SIBTV, Parks, Transportation, and other the various initiatives that communicate to and keep residents connected. M.NETWORK 11RFP NO. 19-07-02 By looking at the logos supplied, it is clear that there are different “designers” with different priorities and aesthetics all handling and molding the overall brand of the community, not necessarily in concert with one another. In order to accomplish the goal of improving and unifying the brand, the most pressing need is unify the brand. In order to do this, a clear understanding of the market, and consensus around goals and purpose must be reached. Creative can then be built around these common understandings. To Achieve this, The M Network is recommending the following: PROPOSED SERVICE STEP GOALS Market Analysis Assess Gain insights as to the current brand positioning of Sunny Isles. Compare to surrounding municipalities as well as comparable communities. Key Stakeholder interviews Assess Define Build understanding of what you think the current image of Sunny Isles is. Define Begin to shape the “Destination Brand” Identify Clearly define goals Public opinion research Assess Discern how Sunny Isles residents and other core target audiences view the Sunny Isles brand Usage Audit Identify Identify all of the different means through which your brand is currently seen (signage, media, uniforms, electronic communications, community outreach, etc.) Deliverables List Identify Identify all of the means through which the new brand identity package will be used. Creative Concept Development Create Develop 2-3 creative concepts including logo, tag-lines, icons, color and font selections Focus Group Testing Test Test concepts -- Codify Final Brand Execute Finalize 1 concept for use Brand Identity Guide Execute Create a style guide for use on all projects that involve the new brand identity Production Timeline Execute Create a calendar for production of all elements on deliverables list Production Budget Deploy Define the budget for the creation of all the elements M.NETWORK 12RFP NO. 19-07-02 e. Expected timeframe for each phase of the project after authorized to begin, including current workload and clients. Given a mid-September approval of the contract, we believe a realistic timeline for completion of the research and design phase is as follows: PHASE 1: Assess October – November | 2019 Define January – February | 2020 Identify March – April | 2020 PHASE 2: Create May – August | 2020 Test September – October | 2020 Execute & Deploy January 2021 Launch + Continuing Efforts M.NETWORK 13RFP NO. 19-07-02 f. Listing of major accounts including current government, government agency, municipality, non-profit, or related accounts. Government agency, municipality, non-profit clients • Miami Dade County Homeless Trust • Martin County • Golin — Center for Disease Control — Tobacco Free Florida • Children’s Services Council of Broward County • The Children’s Trust • The Miami Foundation • The Knight Foundation • The Key Biscayne Community Foundation Other clients • Becker Law • City Parking, Inc. • Joe’s Stone Crab • Ferring Pharmaceuticals • Tris Pharmaceuticals M.NETWORK 14RFP NO. 19-07-02 g. Examples of research and branding campaigns successfully implemented. CASE STUDY: CHILDREN’S SERVICES COUNCIL OF BROWARD COUNTY Components: Branding, Messaging, Graphic Design, TV, Digital, Outdoor, Print, Public Relations, and Crisis Communications CASE STUDY DEMONSTRATES: • Conduct thorough demographic study • Analyze consumer, media, and market research • Research marketing campaigns, special events, and other promotions • Conduct strategic analysis of demographics, business trends • Provide strategic assessment and recommend market positioning based on overall research • Create mission and vision statement CSC Broward brought The M Network on as Agency of Record three years ago to codify their brand identity, improve their comprehensive communication and outreach plan, and implement a strategy that would be both effective and consistent into the future. We did this by first mapping out all of the initiatives that CSC Broward engages in throughout the course of the year, grouping them, and laying out editorial, advertising, and a production calendars. We then did an in-depth market analysis, identifying needs within the community and matching these up to the CSC initiatives. Simultaneous to this, we conducted a series of executive interviews and focus groups in order to understand CSC Broward’s target audiences, particularly how they interacted with the CSC and their expectations. This allowed us to compare what CSC Broward believed their brand to be and what their target audiences actually thought. The next step was to apply this data in order to create a comprehensive branding infrastructure through which consistent public awareness, education, and branding campaigns M.NETWORK 15RFP NO. 19-07-02 could be created. This was done by creating a brand identity and codifying both the look and the messaging into Style and Messaging Guides. The Style and Messaging Guides ensure that all communications, public outreach, advertising, public relations, and digital materials that come from CSC Broward carry the same look, feel, tone, and tenor. You can see the impact that this had on branding consistency simply by skimming the Annual Reports, Family Resource Guides, Funded Program Directories and the host of other internal and external publications that The M Network created on their behalf. M.NETWORK 16RFP NO. 19-07-02 The Style and Messaging guides were also used as the backbone of the CSC website look and feel, and are the premise of our ongoing consultation regarding that web content and structure. The M Network team also did a full audit of all of the Media outlets that CSC Broward partners with and from whom you buy advertising. It’s important to understand that this process was made significantly easier due to the fact that The M Network has been operating continuously in the market for sixteen years and has developed deep relationships throughout the local and community based media outlets. Also significant is the fact that many on The M Network team have worked at Miami-Dade and Broward media outlets and continue to, at times, contribute content (including NBC 6, CBS4, Local 10, WSVN The Sun-Sentinel and its owned niche and community publications, The Miami Herald and its owned niche and community publications, iHeart Radio, The Palm Beach Post, and The AP Miami, to name a few). M.NETWORK 17RFP NO. 19-07-02 In this, our recommendation was to collapse the number of outlets in which CSC bought ads in order to create greater impact and more frequency in the ones that best reached their target audiences. We did this by cross-referencing CSC’s target audiences with the demographic, viewer/ reader/listener information from each media outlet. We then weighed this through an equity lens, understanding that there are specific population groups who may not be present in large numbers but who might require additional effort, different approaches and additional resources to reach effectively through advertising and public relations. M.NETWORK 18RFP NO. 19-07-02 We also used proprietary research The M Network had done on attitudes and behaviors of specific population groups in this market in order to define what media mix would be most effective for CSC Broward. In addition to allowing us to make research-based recommendations on media and outreach methods, the data also helped The M Network manage and redefine how resources were to be deployed in the community. Once target audience, media, and brand identity foundations were created, The M Network was able to deploy those insights into comprehensive marketing initiatives such as: M.NETWORK 19RFP NO. 19-07-02 BROWARD READS FOR THE RECORD cscbroward.org/browardreads csc broward reads sticker 170621d.indd 1 6/21/17 11:49 AM Volunteer at www.handsonbroward.org Read for the Record!October 19 Broward Reads for the Record ® A Jumpstart Campaign csc-brftr-14x48-170721.indd 1 7/21/17 12:10 PM Volunteer at www.handsonbroward.org Read for the Record!October 19 Broward Reads for the Record ® A Jumpstart Campaign Children’s Services Council of Broward County 6600 W. Commercial Boulevard Lauderhill, Florida 33319 954-377-1000 info@cscbroward.org www.cscbroward.org SponsorLOGO SponsorLOGO SponsorLOGOSponsorLOGO SponsorLOGO SponsorLOGO SponsorLOGO SponsorLOGO SponsorLOGOSponsorLOGO csc-brftr-ad8.5x11-170721.indd 1 7/21/17 12:50 PM M.NETWORK 20RFP NO. 19-07-02 WATER WATCHERS M.NETWORK 21RFP NO. 19-07-02 STATUS OF GIRLS AND YOUNG WOMEN REPORT Additionally, all of the branding decisions that were made in building these campaigns were also put in place in the immediate aftermath of the Marjory Stoneman Douglas shooting and again after the tragic suicides at the end of last year. Because we clearly carved out brand position, mission and vision, The Children’s Services Council of Broward was well equipped to respond the crisis with both the right services to offer and the right words of support and care. M.NETWORK 22RFP NO. 19-07-02 CASE STUDY: THE MIAMI FOUNDATION Components: Branding, Graphic Design, Print, TV, Online Video, Digital, Public Relations, and Media Buying. CASE STUDY DEMONSTRATES: • Conduct thorough demographic study • Analyze consumer, media, and market research • Research marketing campaigns, special events, and other promotions • Conduct strategic analysis of demographics, business trends • Provide strategic assessment and recommend market positioning based on overall research The M Network was selected by The Miami Foundation to lead branding efforts around their most important milestone in the organization’s history – their 50th anniversary. The RFP process was extensive and made a bit more complicated given the fact that Bruce Turkel, the man responsible for creating the Miami Foundation brand, was at this time, a board member and sitting on the selection committee. In a very real way, this process was a lot like asking a dad for his daughter’s hand in marriage – on the first date. The Miami Foundation, fortunately, had already done extensive research on its various target audiences and The M Network came in with a host of available research to compliment what the Foundation provided. This research pointed to the fact that it would be important to make all of the 50th anniversary campaign assets noticeably different from the current branding. In other words, we needed to create a new, complimentary brand so that the campaign would live, temporarily as its own, distinct brand with its own, distinct elements. It would also allow all of the other programs and initiatives that the Foundation was working on concurrent to the 50th to remain unaffected. Marketing on these initiatives could continue without interruption. Second, we understood that once we established the Miami Foundation’s 50th campaign, this would trigger an entire brand makeover once the 50th was over. The phrase we used to illustrate this point was that by changing the look for the 50th, we were creating a bridge M.NETWORK 23RFP NO. 19-07-02 from the past, to present, to the future. It sure would be strange to walk across a bridge and end up in exactly the same place as you started. Functionally what this meant was that while we were working on the design for the 50th, we also needed to start working on the new look, feel, and messaging for the entire organization after the 50th. Fourth, we found that in order to celebrate the past, simply looking back at the Foundation’s accomplishments would not resonate with specific target audiences. Our research-based solution was to make this a celebration of the donors who made those accomplishments possible by using them to encourage and challenge a new generation of donors to take Miami into the future. M.NETWORK 24RFP NO. 19-07-02 We also found that the campaign would be most effective if it hinged on mobilizing the community through a series of celebration events, each highlighting a different pillar of The Foundation’s commitment to Miami. We could then amplify the impact of the events with a combination of digital, glossy print, public radio, and social media advertising that ran alongside digital, social media, and public relations initiatives. M.NETWORK 25RFP NO. 19-07-02 The Foundation’s 50th Anniversary campaign, was even featured in the Chronicles of Philanthropy and was credited with significantly raising public awareness of the organization and raising more than $116,000,000 in new funds. As the 50th campaign progressed throughout the year, The M Network team began to evolve the entire brand of The Miami Foundation, bringing the look, feel, and overall messaging of the organization to a brand new place that was the logical endpoint of the 50th, a people focused, Miami intensive, classy, optimistic, well defined brand. MiamiFoundation.org Thank you, Miami Children’s Chorus, for giving all our children the opportunity to be artists. thankyou M.NETWORK 26RFP NO. 19-07-02 VIDEO SAMPLES of The M Networks work can be found here: New York Times Ad | https://www.youtube.com/watch?v=kBczb1q7lSE Creativity Vignette | https://www.youtube.com/watch?v=-YhciHkBAwI&t=6s Ruth Shack Vignette | https://www.youtube.com/watch?v=FG9dOo4Y7Pk&t=12s Give Miami Day Video | https://www.youtube.com/watch?v=w8GXCSdGzmE M.NETWORK 27RFP NO. 19-07-02 CASE STUDY: MIAMI-DADE COUNTY HOMELESS TRUST Components: : Branding, Polling, Event Planning, Outdoor, Film Production, Web Building, Digital Advertising, Social Media, Public Relations, Public School Curriculum, Community Mobilization, Parking Meter Painting and Installation (c’mon!… what other communication agency can put that in an RFQ?”) CASE STUDY DEMONSTRATES: • Conduct thorough demographic study • Analyze consumer, media, and market research • Research marketing campaigns, special events, and other promotions • Conduct strategic analysis of demographics, business trends • Provide strategic assessment and recommend market positioning based on overall research For the Miami-Dade County Homeless Trust we were confronted with the issue of how to make people care about the homelessness. When we first started on this campaign, more than 1,200 people called Miami streets their home and very few people knew of the Homeless Trust or the work that this organization does. The Trust had a very limited public awareness budget to change this dynamic. The M Network came up with a multi-language, multi-platform campaign that hinged on an aggressive and unique outdoor advertising concept combined with a massive community mobilization event. M.NETWORK 28RFP NO. 19-07-02 In a study we commissioned, completed by one of our partner public opinion research firms, we found that more than half of all adults in Miami-Dade County gave money to panhandlers. The total amount given in nickels, dimes and quarters was equal – at the time - to nearly the entire budget for the Homeless Trust. Not only that, when asked why they gave spare change to panhandlers, most people responded, “I don’t think it does any good, but it makes me feel better.” It was clear that we had to develop a campaign that would dissuade people from giving to panhandlers and provide them with an alternative. Working with Romero Britto, we converted old parking meters into brightly colored change collectors. More than 100 of these “Homeless Meters” were then installed at various, high- pedestrian-traffic areas throughout Miami-Dade County. The M Network created a massive, countywide event, “Homeless Awareness Day” to launch the meter initiative and created TV, radio and print advertising create broad awareness for the event. M.NETWORK 29RFP NO. 19-07-02 Homeless Awareness Day became the centerpiece of a much greater rebranding effort in which we conducted interviews with providers as well as other key stakeholders. This led us to a complete redesign of the organization. The core of the brand became a small roof icon – representing the overall goal of The Homeless Trust to provide housing for every homeless person in Miami. Our research also told us that the providers and stakeholders felt that they were a key component of the Trust achieving its goals. This information led us to include what is now referred to as the “partners herringbone,” a repeated version of the main icon that represents how all of the partners in the Continuum of Care work together to create a single, cohesive foundation. M.NETWORK 30RFP NO. 19-07-02 This also helped us develop branded and distinctive collateral concepts M.NETWORK 31RFP NO. 19-07-02 To compliment Homeless Awareness Day, The M Network created and branded “Rent Connect,” an initiative that connects homeless in our Continuum of Care with landlords that have available units. Leveraging federal officials and a national platform, we announced the end to veteran homelessness in Miami-Dade County. We have taken over all of the Homeless Trust’s social media, we have redesigned the logo, and, as you are reading this, we are gearing up for a yearlong recognition of the 25th Anniversary of the Miami-Dade County Homeless Trust. M.NETWORK 32RFP NO. 19-07-02 VIDEO SAMPLES of The M Networks work can be found here: Homeless Awareness Day How It Started | https://www.youtube.com/watch?v=67LPAJUORmU HAD Diamond Video | https://www.youtube.com/watch?v=I4bVcOLe_QM&t=8s End Veterans Homelessness/Ashley | https://www.youtube.com/watch?v=RlYFDEj7HHQ Outreach Video | https://youtu.be/cwr2Lb8MUVA M.NETWORK 33RFP NO. 19-07-02 h. List experience in research, branding, advertising, web-based marketing, creative services and collateral development, as well as public and community relations. As the case studies already provided clearly show, The M Network has extensive experience in research, branding, advertising, web-based marketing, creative services and collateral development, as well as public and community relations. Two other examples, listed in brief, that demonstrate this are: — NACCRRA After extensive research that we conducted nationwide, The M Network created the public facing brand “Child Care Aware.” We then tested the new brand in statewide pilot programs in Missouri and Kansas The deployment of these new brands included new websites and digital marketing initiatives, TV and radio commercials, new brochures and collateral material. Child Care Aware - Style Guide - 07.22.10 M.NETWORK 34RFP NO. 19-07-02 — The Children’s Trust In 2015, after nearly a decade as The Children’s Trust Agency of Record, we convinced them it was time for a brand refresh. In order to execute, we did extensive public opinion research in Miami-Dade, commission specific research projects into the low SES population, the Haitian community, and with the Miami-Dade property tax payers. These three different research project informed our decision to evolve the brand rather than create a completely new look and feel. From this brand evolution, we have been able to continue to create new advertising, web- based marketing, creative services and collateral development, as well as public and community relations. M.NETWORK 35RFP NO. 19-07-02 i. All clients added and lost in the past five years Clients Added In The Past Five Years • The Miami Foundation • The Knight Foundation • The Children’s Services Council of Broward • The Key Biscayne Community Foundation • Becker Law Clients lost in the past five years • Elegant Hotels Group (did not renew contract) • A-Rod Corporation (completed contract deliverables. We maintain a working relationship on a project by project basis) M.NETWORK 36RFP NO. 19-07-02 j. Discuss value-added benefits that set your firm apart including unique service offerings, use of technology and community services. Include descriptions, letters, press releases, brochures and flyers that will assist the City in evaluating the proposal. As described above, our “Brand First” Approach is unique to The M Network. It has been developed over years of working with government and non-profit clients. It allows us to launch new brand identities with clients that have complex approval processes, multiple key stakeholders to satisfy, and layers of hierarchy to navigate. Our approach also takes into account the complex logistics that are involved in replacing old brand elements and the multiple different organizations that may be involved in creating and implementing new brand elements. In short, our “Brand First” approach stems from the fact that we are experts in working with government and non-profit clients just like you. And while every client is different, our clients share many of the same processes and hurdles that are unique to governments and non- profits “Brand First” also allows us to think of the brand identity in context with the strategies and tactics that will carry it forward. This guarantees that what is created is more than just pretty. It also ensures that what we create works. Our “Brand First” methodology also drills significantly deeper than surface-level demographics and forces us to understand neighborhood-level, cultural differences in attitudes and access to various communications media, tactics, and messages. We achieve this by working with a stable of local, regional, and national public opinion research firms. This helps us select a research provider that is perfectly suited to the needs of your specific project. Additionally, because we maintain a Network / Affiliate relationship with our subcontractors, we boast near unlimited capabilities. This is not because we can look someone up on the Internet. It’s because we have longstanding relationships with complimentary organizations throughout the country who extend both our reach and our abilities. Finally, The M Network is local. We know Sunny Isles. Our employees live and play in, near and around your community. M.NETWORK 37RFP NO. 19-07-02 At The M Network, it’s not about us; it’s about you. We start with the people you want to reach and results you want to achieve. From there, we create the most effective strategy to reach your target audiences, deploying all of the tactics and capabilities that best focus on your needs and your target audiences at a cost that fits within your budget. M.NETWORK 38RFP NO. 19-07-02 3. STAFFING Relevant experience and qualifications of key personnel, including key personnel of subcontractors that will be assigned to this project and experience and qualifications of subcontractors, along with resume of experience and qualifications. The size and experience of the company staff pool from which staff assigned to the management contract can be drawn. Please identify your firm’s organizational chart for those team members proposed for this RFP. The composition of the staff team should include: a. The names of the employees in the area responsible for this contract. b. Their function in the company. c. The name of the person who will be responsible for the coordination of work d. Provide an organizational chart. — Thom Mozloom – President / Lead Strategist Founder and CEO of The M Network, Thom Mozloom has spent more than 30 years communicating to the public, first in TV as a reporter and producer, then in South Florida as Creative Service Director, then by launching The M Network in 2003. Thom is a hands-on, award-winning, branding, advertising and strategic communications industry leader. He has helped to create, write and produce local, statewide and national award-winning communications campaigns and is widely recognized as being at the forefront of communications strategy and innovation. Community impact is the reason that Thom started The M Network. Thom was recognized by Miami-Dade Mayor, Carlos Gimenez, Police Director, Juan Perez and Sate Attorney for Miami- Dade, Katherine Fernandez Rundle at a press conference to launch Crime Stoppers Kids, an initiative designed to help police catch child killers. The initiative was conceived and created by Thom and The M Network as a response to the spate of children being shot in South Florida. Thom is a noted communications counselor among South Florida’s most respected public servants and is a frequent guest on WIOD, Sirius/XM Radio’s POTUS Channel and Newsmax TV where he shares his marketing and branding expertise on a wide range of issues. M.NETWORK 39RFP NO. 19-07-02 Under Thom’s strategic and creative guidance, The M Network has won several industry awards including Telly Awards, Addy Awards, and a proclamation from Miami-Dade County declaring July 16th as The M Network Day. He will lead the team and fuel the creativity to reach The City of Sunny Isles Beach campaign goals for a successful 2019-2020. — Grace Ramos – Sr. Account Executive Grace is an account lead, content creator, and media buyer. In her role as senior AE, she will be responsible of coordinating the work on a day-to-day basis. She has successfully managed all aspects of communications & outreach initiatives for M Network clients. She is responsible for ensuring creative, timely and cost-effective delivery. She has worked alongside various clients—managing projects, producing multi-lingual collateral material, coordinating shoots, ensuring production schedules are met, overseeing grassroots initiatives and, when applicable, stepping to help in negotiations and placement for local media buys, developing a media plan and PR. She has a deep understanding and appreciation of each individual client goals and community impact and has been able to effectively communicate that to the target audiences. She manages teams for clients such as The Children’s Services of Broward County, The Miami Foundation, Knight Foundation, and The Children’s Trust. She shepherds state, national and international clients such as Imperial Freight Brokers, Florida’s Auto Tag Management Group, Becker Law and Ferring Pharmaceuticals. Grace Ramos is an all-around team player with thorough knowledge of all sides of account management, production and media buying. A proud graduate of the University of Miami with a double major in Broadcast Journalism and Political Science, she has worked both in and out of TV stations. Having worked at CBS and NBC local affiliates, she has a powerhouse combination of station relations/sales relationships in addition to creative experience of writing and producing TV and radio commercials. She began her career as a News Assignment Editor before moving into a prominent role in Creative Services. After earning her wings, she was tapped to hold the post of Marketing Director in the Sales Department of CBS 4 bringing forth her creativity in exercising client relations and pertinent sales skills. Grace left CBS 4 to put her combined experiences to work for M Network clients. M.NETWORK 40RFP NO. 19-07-02 — Jason Absher – Content Creator/Lead Graphic Designer Jason designs things that people want to look at…and he does it in ways that build brands and reinforce strategic brand development. Jason has been involved with the overall branding of various M Network clients. As your lead Graphic Designer he knows how to visually build brands and reinforce strategic brand development. He is an award-winning graphic designer and has been the creative force behind many of our most recent projects including: The Knight Foundation, The Miami Foundation, Children’s Services of Broward County, Martin County, The Homeless Trust and The Children’s Trust. With an MFA from Savannah College of Art and Design, Jason has a solid 15 years of agency experience working in print, digital and new media. A natural explorer of his world, his love of people and experiences plays out in visual expressions created for clients such as: Elegant Hotels, Florida Coalition for the Homeless, and Joe’s Stone Crab, He has been part of multi-cultural teams working from six countries and has realized the value of communication, be it Spanish, Portuguese, or Chinese. And while English is his primary language, his native tongue is great ideas! — Gary Swing – Creative Director/ Lead Motion Graphic Designer Gary Swing is our Lead Motion Graphic Designer. He has been the driving force behind the look of The Children’s Trust, the Children’s Movement of Florida, National Association of Child Care Resource and Referral Agencies/Child Care Aware, Homeless Trust, The Miami Foundation and he created all of the animated videos for Tobacco Free Florida and the CDC. Gary has been designing multilingual video, animation, print, billboard and digital graphics for The M Network since our inception. He is widely recognized as one of the premier designers, editors and creative directors in the marketing industry. He has worked for both General Market and Hispanic television networks and, irrespective of language, medium or product, his work consistently embodies a combination of great thinking and amazing talent. M.NETWORK 41RFP NO. 19-07-02 — Lisa Mozloom – Sr. VP, Community Relations/Public Relations Strategist Lisa is a Senior Vice President at The M Network where she oversees statewide and national communications and media training for the Miami-Dade County Homeless Trust, The Miami Foundation, Knight Foundation, TEDxYOUTH@Miami, Miami Homes for All as well as other community-based client initiatives. She spent a decade growing a national PR firm’s Florida office. She is a senior-level presentation trainer and serves as a writer of client press materials and websites. Lisa is intently focused on the end-results of campaigns. She strives to ensure all ideas and strategies drive social media hits, change perceptions, cause action and create measurable brand recognition. Prior to joining The M Network, she was the Managing Director of the Florida office of GolinHarris where she oversaw three offices in Florida and kicked off the Agency’s Hispanic practice. Lisa was a Sr. Media Relations Trainer in her role at GolinHarris and traveled around the country working with executives at companies such as Bank of America, The Washington Post and United States Postal Service, as well as organizations such as The Children’s Trust and the American Association of Pharmaceutical Scientists. Today Lisa heads up the Public Relations practice at The M Network, where she ensures that clients such as The Miami Foundation, Knight Foundation, Martin County, The Miami-Dade County Homeless Trust, TEDx Youth@Miami, Joe’s Stone Crab, A-Rod Corp and others are positioned positively and regularly in local, regional and national press. — Dani Guerrero – Jr. Account Executive/Social Media Dani is our newest M Network team member, a Junior Account Executive, with a penchant for storytelling and an eye for detail. Before landing at The M Network she handled content creation and social media for Northwestern University’s Sustained Dialogue and the Council of Latino Admission Volunteers for Education. Currently, she runs social media for The M Network and Homeless Trust and will assist with The Children’s Trust efforts. In every role, she has brought her love of advocacy and continues to work with clients such as The Miami Foundation, The Homeless Trust, and the Knight Foundation to help create stories worth sharing. M.NETWORK 42RFP NO. 19-07-02 — Dawn Moreira – VP of Financial Operations Dawn is The M Network’s secret weapon that enables us to be both an extremely creative and innovative agency, while at the same time, providing our clients with the highest standard of financial accountability and budget oversight. If our strategy and creative is what has helped us give our clients their look and feel, it is the financial and organizational structures Dawn has put in place (and continues to maintain) that provides the rigid, reliable, trustworthy framing on which we hang those things. Dawn is responsible for contract management, budgeting, billing, financial reporting and reconciliation. — Bendixen & Amandi – Research Bendixen & Amandi is a full-service management and communications consulting firm specializing in qualitative and quantitative opinion research. They have an international reputation as the foremost research firm in the country in the area of multilingual and multicultural research. They have a particular expertise in working with diverse communities as well as minority populations in the US and around the world. B&A has successfully managed numerous projects for corporations, national philanthropies, federal agencies, public policy campaigns, international organizations and governments, and presidential candidates in the United States and abroad. Bendixen and Amandi has been an M Network partner since our inception. M.NETWORK 43RFP NO. 19-07-02 The M Network Organization ChartThe M Network Organization Chart Thom Mozloom President Carla Hernandez Producer/Editor Gary Swing Art Director Daniela Guerrero Asst. Acct. Exec. Lisa Mozloom Sr. VP Public Relations Dawn Moreira VP Financial Operations Grace Ramos Sr. Account Manager Jason Absher Graphic Designer Cheryl Gudowitz Media Buyer M.NETWORK 44RFP NO. 19-07-02 4. APPROACH / METHODOLOGY Proposer’s assessment of the City of Sunny Isles Beach needs and approach methodology to providing the services requested in this solicitation should include a plan/outline in addition to the following: a. Suitability of the methodologies and approaches used in achieving tasks At the risk of being repetitive, our “Brand First” approach is a unique methodology designed and perfected over the past fifteen years. It was created specifically for projects like this and clients like you. It leverages existing data, deploys new research in the form of executive interviews, polling, and focus groups to ensure that all key stakeholders are in agreement. The methodology then lays out both a rationale as well as a logical, step-by-step breakdown of how and when to proceed. Finally, the “Brand First” approach helps in the approval process for projects like this because the data makes our recommendations intuitive. Regular status reports keep stakeholders informed as to where we are in the process as well as give them the most up to date data from which we are making decisions. In this way, there really is never a “grand reveal.” Instead, it is a slow and predictable process that leads to a logical end-point. M.NETWORK 45RFP NO. 19-07-02 b. Overall organization to completing the project Thom Mozloom – Lead Strategist Jason Absher – Creative Director Gary Swing – Graphic Designer / Animator Dani Guerrero – Jr. Account Executive Dawn Moreira – Financia; Bendixen & Amandi - Research M.NETWORK 46RFP NO. 19-07-02 M.NETWORK 47RFP NO. 19-07-02 c. ability to meet desired timelines and deadlines As we lay out elsewhere in this RFP, we believe that our “Brand First” approach provides the structure to set and meet all of the desired deadlines for this project. Because our unique methodology is forward looking, we are able to schedule and deploy resources as needed throughout the course of the project. Additionally, because of our litany of “affiliates,” should there be an emergency, or the project deadlines change substantially and unexpectedly, we are able to tap as many resources as are necessary in order to meet both deadlines and budget.   M.NETWORK 48RFP NO. 19-07-02 5. FINANCIAL BACKGROUND Financial statements for the applicable legal entity(ies) (prime Proposer and known subcontractors) sufficient to demonstrate the capability to perform this contract shall be provided for each of the last three (3) years. These should include: a. Balance sheet b. Statement of income c. Statement of changes in financial position d. Notes to financial statements e. Auditor’s reports f. Most recent Annual Report The firm must agree to permit complete audits of its records relating to the proposers account by any authorized representative of the City at the City’s discretion. Attached to this Proposal are the following: YEAR 2016 2016 Tax Return (signed) Balance Sheet Income Statement Statement of Cash Flows is missing as was not printed and filed for our records YEAR 2017 2017 Tax Return (signed) Balance Sheet Income Statement Statement of Cash Flows YEAR 2018 2018 Tax Return (signed) Balance Sheet Income Statement Statement of Cash Flows M.NETWORK 49RFP NO. 19-07-02 The M Network does not have their financials audited, as for a small business it does not make sound financial sense to incur this expense, so we have included our last three years of tax returns in lieu of audited financial statements. So, the Notes to financial statements and Auditor’s Report are not included. 2019 Certificate of Status reflecting the Annual Report was filed and The M Network, Inc. is Active. M.NETWORK 50RFP NO. 19-07-02 6. AGENCY BILLINGS The billing/payment terms of the firm. Discounts provided for prompt payment, if any. The M Network bills at the end of each month based on the work completed during that month. The payment terms are Net 30 from the date the invoice is received by the Client. M.NETWORK 51RFP NO. 19-07-02 7. CREATIVE ABILITY The firm shall submit an example of their most recent branding or re-branding campaign along with research and results. The firm shall submit 1-3 samples of past branding or publicity results, preferably government or non-profit, and indicate the approach taken for the development of those examples. The work should show the breadth of capabilities for the Firm regarding brand development and implementation; firm may provide examples for creative for other industries and clients. The firm should include any demonstrated use of creative technology to implement PR programs. As you have already seen from the case studies provided, The M Network uses a research- based methodology for virtually every client we have. The 5 examples we’ve provided are specifically for government and non-profit clients and clearly demonstrate our “Brand First” approach. Each case study was selected to show the work we created, demonstrate our breadth of capabilities, show off our innovative thinking, and demonstrate our proven results. You may refer back to these examples in sections 2g and 2h of our response. One additional case study that we can point to in order to demonstrate our ability to utilize cutting edge technology to target an audience falls outside of our government and non-profit work. Ferring Pharmaceuticals Ferring Pharmaceuticals is the manufacturer of the advanced prostate cancer treatment, Firmagon. Unlike other advanced prostate cancer treatments, Firmagon does not have the same cardio vascular risk profile as its competitors. Ferring called on The M Network last year to help develop and execute a campaign to highlight this difference. The campaign would not only need to be verifiably effective, it would also have to pass through strict medical and legal review in order to be approved. In our preliminary research, we found that all advanced prostate cancer treatments are prescribed by the doctor. We also found that 70% of all doctors treating advanced prostate cancer were Urologists. We also found that there are only about 12,500 Urologists practicing in the U.S. This incredibly small target audience, spread out across the entire country, meant we had to be clever in how, when, and with what message we reached them. M.NETWORK 52RFP NO. 19-07-02 We started by targeting the AUA (American Urology Association). Each year the AUA holds a conference which has yearly attendance of more than 16,000 – many of whom are Urologists. Rather than simply placing ads in the already overcrowded event programs, we used geofencing technology to draw a digital boundary around the event. This digital boundary allowed us to access the IP address of every mobile device that entered the event. This allowed us to effectively capture a hyper-targeted, verifiably interested audience. The next step was to create messaging about Firmagon’s cardio vascular friendly treatment directed at these specific doctors. We wanted to layer this with a patient directed campaign so that both doctors and patients would be primed for the conversation. We chose February to launch the full campaign since February is Heart Month. Ads were created for both doctors and patients and served digitally with incredible efficiency. The result of the campaign was at 22% increase in web traffic and a 6% increase in scripts written M.NETWORK 53RFP NO. 19-07-02 8. STRATEGIC THINKING In order to provide an insight into the strategic capabilities of your Firm, please provide one appropriate example for each of the following (including samples). The examples should focus on design and the ability to create a uniformed look that can be applied to various mediums and applicable to different audiences: a. State what research affiliates or internal research resources the Firm has available. The M Network has been executing rebranding for government agencies and non-profits since 2004, deploying market research and analysis to guide both creative and placement strategies. Since we operate on a “Brand First” philosophy, research is the foundation for all campaigns. The M Network utilizes data-driven tools in strategic development, including but not limited to: In addition to these research tools, we also use partners to execute focus groups, polling, executive interviews and market research to help identify target audiences, drive creative, and most importantly to determine strategic media mix and placement decisions. Statewide to nationwide, we have performed research services for clients such as: NACCRA, Virginia Department of Social Services, Department of Children and Families, Simply Healthcare, Ferring Pharmaceuticals and The Children’s Trust among others. The M Network works extensively with locally based research partners Bendixen & Amandi and Behavioral Science Research. Our national partners are John Zogby Strategies and Harris Poll. In other words, like everything else we do, we don’t bring to bear just one research option. We bring the best research option for you. M.NETWORK 54RFP NO. 19-07-02 b. State how the Firm identifies the key target audiences for its clients and how it then determines the appropriate media to best communicate with those audiences. Target audiences become self evident when speaking to key stakeholders about the overall goals of a branding initiative such as this one. The initial RFP cites residents, business and employees as core target audiences. Executive interviews with key stakeholders might narrow those target audiences to sub-targets of those who are most affected by the brand. This could include vendors and employees who have to work with the elements or community groups with whom the City partners who want to feel good about the partnerships. Conversely, these executive interviews might also lead to the target audiences being expanded to include outside investors or corporation who might consider Sunny Isles as a destination for their business interests. It may include other, surrounding municipalities with whom Sunny Isles has mutual interests. It may even include State and Federal agencies from whom your City works and/or solicits support. Along with the executive interview process, our own market analysis, using the resources mentioned above, often yields additional insights and clarification as to target audiences. Demographic data on media consumption can inform decisions about digital and social media consumption in Sunny Isles. Insights on age, ethnicity, home ownership, average commute time, etc. can bring added information to help define where the brand identity can and should appear to reach the most people. M.NETWORK 55RFP NO. 19-07-02 c. tate what experience the Firm has with the development of creative or nontraditional strategic alliances/sponsorships (i.e. industries outside of the travel business) to implement PR programs. State what experience the firm has with measurement of PR results. Homeless Trust / Miami Parking Authority As outlined above, one of our strategies in working with The Miami-Dade County Homeless Trust was to find out just how much money was being given directly to people living on the streets. Research not only confirmed that the number was significant but also pointed to the fact that the people giving the money knew it wasn’t really doing any good. The research pointed to the fact that if we could develop a different means for people to give their spare change to homelessness, and that this new means would go directly to the programs and services that would actually help them, then we could capture some of that spare change and put it to use for real change. The question was then posed, what already exists in the community that can collect spare change that we could repurpose to helping the homeless The answer was parking meters. M.NETWORK 56RFP NO. 19-07-02 We contacted the various cities in Miami-Dade County to find out if they had any parking meters. Most had already replaced older parking meters with ParkMobile or PayByPhone services. Which led to discussions about where all the old parking meters were. We then were able to form partnerships with several of the municipalities, including City of Miami, to both give us the old parking meters for free AND service and collect from them. We then partnered with Romero Britto to paint the parking meters. As you read in the case study above, the parking meters were then used as the PR hook for “Homeless Awareness Day,” which is now recognized as the largest one day homeless awareness event in the country and an event that is covered regularly by local and national media. We measure initiatives like this in a number of ways. Obviously, the fact that we were covered locally and nationally and garnered millions of impressions is great. The fact that the meters have raised enough money to build family-specific homeless units at local shelters is even better. M.NETWORK 57RFP NO. 19-07-02 The Children’s Trust / Miami-Dade County / The United Way / The State Attorney’s Office As outlined above, one of our strategies in working with The Miami-Dade County Homeless Of the all of the work that we have done for The Children’s Trust over the years, there is one example that we believe is illustrative of our company’s reputation for both innovative thinking and community impact. It was 2016, after the murder of King Carter, a six-year-old boy caught in gang related crossfire on his way to buy candy. The M Network, no longer satisfied to be merely an advertising agency for organizations that do good, was compelled to make a difference. Using our clients as contacts, The M Network formed a loose coalition of agencies – The Children’s Trust, The United Way, The Miami-Dade County Police, The Miami-Dade County Attorney General’s Office, and Crime Stoppers to form CrimeStoppers Kids. The M Network paid for and created a multilingual TV, radio, and digital PSA campaign combined with public relations to help raise reward money for anyone having information regarding this, or any other act of violence against children. We then used our deep relationships within the media to arrange for 30 days of free airtime on TV, Radio and digital platforms. M.NETWORK 58RFP NO. 19-07-02 By the end of the month, the suspects were in custody and more than $25,000 had been raised. The campaign won both Telly and Addy awards for community service. More important than awards though, the campaign raised awareness of childhood violence among both the general public and policymakers. M.NETWORK 59RFP NO. 19-07-02 d. State what experience the Firm has in developing strategic PR and crisis management plans. (Examples may be shared and results may also be included.) Of the services The M Network offers, crisis communications is, by far, the most important. We take great care to consider the immediate and long-term impact of what our clients say, how they say it, and to whom they speak. Unfortunately, many of the matters we are called for crisis communication are incredibly sensitive. Confidentiality and our sense of loyalty to these clients prohibits us from giving descriptions or case studies. There are a few, notable crisis projects that we are at liberty to outline: Marjory Stoneman Douglas Shooting In the immediate aftermath of the MSD shooting, The M Network was called upon to do exactly this. It was a “drop-everything” moment, and one in which we were honored to stand with The Children’s Services Council of Broward County and offer whatever assistance we could. Providing counsel, writing statements, crafting messages to the public was all very important work. And that assistance has continued through this year as the tragedy continues to impact our community. The important part of crisis communications, however, happens before there is ever a crisis. Because The M Network had codified CSC’s brand and messaging, we were able to keep them on message and in their “lane” through a very emotional time. It was tempting for the Executive Director, a Parkland resident herself, to pound her fist on the table and demand someone’s head, or new gun legislation, or any of the other things that might have seemed like necessary reactions. Because, however we had established the CSC mission as being to “...enhance the lives of the children of Broward County and empower them to become responsible, productive adults through collaborative planning and funding of a continuum of services,” we were able to filter all of the crisis messaging through that lens. M.NETWORK 60RFP NO. 19-07-02 Each response had to answer the questions: Does this enhance the lives of the children of Broward County? Does this empower them to become responsible, productive adults? It is largely into this experience that The M Network leaned when helping to create the most recent Water Watchers campaign for CSC. For this campaign, we were asked to create a transit, billboard, and digital campaign. Understanding, however, that lives could¬–and needed to be–saved through this work, our team was compelled to take the project a step further. We examined the demographics of those most at risk and researched the most effective means to reach them. With that in mind, and in order to ensure that campaign would be both cost effective and successful, The M Network presented an additional campaign component. At no additional cost to CSC Broward, The M Network wrote, shot, edited and presented a 60-second television PSA and helped our client to obtain free airtime on media partners, digital distribution, and social media platforms. You can view the PSA on your website at cscbroward.org/designate-water-watcher While the goal of our MSD crisis communication plan was to help the community and keep our client in brand, the goal of the water watchers crisis communication strategy was to avoid a crisis altogether. M.NETWORK 61RFP NO. 19-07-02 Joe’s Stone Crab Another example of strategic crisis communications is in our work this past year with Joe’s Stone Crab. As you may know, Joe’s is a South Florida icon and a tourist destination. And while you might enjoy a plate of Joe’s Stone Crabs from time to time, you may not realize that Joe’s restaurants, combined with their wholesale stone crab business, supply nearly 1/4 of all the Stone Crabs in the U.S. As the largest supplier of stone crabs, Joe’s also sustains the livelihood of fisherman throughout the Keys and the west coast of Florida. It should come as no surprise, then, that when something like Red Tide threatens the stone crab population, and brings about a historically bad stone crab season, Joe’s, and all those it supports, have a crisis. In this crisis, there were two main communications goals: 1. Reassure our patrons that Joe’s is going to be ok. We will have stone crabs 2. Raise awareness and put pressure on policymakers to help both mitigate the causes of Red Tide and defer some of the financial impact it had on our fisherman. To accomplish this goal, The M Network first went to the New York Times with the pitch. We worked that story for several months before the season in hopes to get placement sometime shortly after the season began. https://www.nytimes.com/2018/12/16/us/stone-crabs-florida-algae-red-tide.html M.NETWORK 62RFP NO. 19-07-02 We then pushed the story to national cable news The selection of news outlets was strategic, ensuring our story was getting broad public awareness and being seen by policymakers. The story quickly was picked up at local media outlets throughout the state and eventually the Florida State legislature released the promised funds to fisherman in order to defray the financial impact of a terrible stone crab season. https://www.foxnews.com/science/florida-red-tide-hits-crab-consumers-around-america M.NETWORK 63RFP NO. 19-07-02 9. COST OF SERVICES Each firm shall submit in their price proposal any pricing conditions or contingencies. All costs including travel are to be included in your proposal. Price must be a lump sum cost to cover all components of each phase. Proposal must also include a fixed hourly rate sheet for all requested services as outlined in the Scope of Services. Listed below are our hourly rates for services:The M Network Rate Card Hourly Rates Task Rate Brand Creation/Strategy/Management 250.00 Corporate/Messaging Strategy 250.00 Account Services/Management 150.00 Niche/Minority Marketing Strategies 250.00 Media/Market Research 150.00 Production/Project Management 150.00 Copywriting 150.00 Political/Public Policy Strategy 250.00 Crisis Management 250.00 Media/Public Relations 175.00 Internet Development 150.00 Graphic Design 150.00 Transfer/Digitize Video 190.00 Tape Duplication/Distribution 150.00 Pre-Production 150.00 Audio Studio Time 400.00 Administrative Support 100.00 M.NETWORK 64RFP NO. 19-07-02 10. REFERENCES Each Proposer must submit a list of three (3) references of current and/or past customers for which they have provided services similar in scope and size of those described herein. a. Each reference must be supplied on client’s letterhead b. Each reference letter must be signed with contact person and phone number The City retains the right to request any additional information pertaining to the Proposer’s ability, qualifications, and procedures used to accomplish all work under the contract as it deems necessary to ensure safe and satisfactory work. Reference Letters Attached — Additional Reference: Ron L. Book Chairman – The Homeless Trust 305-375-1490 miamifoundation.org • Leadership | Community | Philanthropy 40 NW 3rd Street Suite 305 Miami, FL 33128-1838 305.371.2711 February 27, 2019 Greetings! The Miami Foundation manages nearly 1,000 personalized, philanthropic funds with almost $350 million in assets. These resources are used to fund nonprofit organizations throughout Miami-Dade County and address some of our community’s most pressing issues. In order to raise awareness of The Miami Foundation, our initiatives, our donors and the issues we focus on, we could have selected from a number of advertising/PR firms. We chose to work with The M Network, largely because of their stellar reputation and excellent work for The Children’s Trust and others that is evident throughout our community. For the past three years, The M Network has helped The Miami Foundation develop innovative and effective campaigns, mobilizing thousands of residents around our most important initiatives. They delivered high quality print, digital, video and public relations campaigns for our 50th anniversary, Give Miami Day, Public Space Challenge, My Miami Story conversations, and the overall work of the Foundation. They recently helped evolve our branding and visual look as well. And they have created and executed innovative and effective strategies that include digital marketing, film/video production, media buying and placement and graphic design. More important than The M Network’s ability to deliver award winning and highly effective campaigns, they also deliver extraordinary passion, thoughtful solutions, and a strong desire to help us make a positive impact on our community. I would highly recommend The M Network as your next branding, advertising, and strategic communications agency. Sincerely, Matthew Beatty Senior Director of Communications and Engagement M.NETWORK 65RFP NO. 19-07-02 11. CONTRACT FORMS All completed contract forms attached.