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CITY OF SUNNY ISLES BEACH + SPARK REQUEST FOR PROPOSAL NO. 19-07-02 01 We’re certainly proud of it. We poured our hearts and souls into it. But we can’t take all the credit for it. Everything we do is created in collaboration with our clients. NONE OF THIS WORK IS OUR OWN. LET’S TAKE A LOOK SPARK REQUEST FOR PROPOSAL NO. 19-07-02 02 SPARK was founded in October of 2001 when Michael Peters left New York City after a successful career at Grey Worldwide to establish his own agency in his hometown. Since then, we have been creating award- winning branding, content, social media, marketing, and advertising for over 15 years. In 2016, SPARK opened a second offi ce in San Diego, CA, to better serve our national client base. The agency is owned and led by Michael Peters, Dulani Porter, and Elliott Bedinghaus. TOTAL STAFF 38 RECENT ACCOLADES PRIMARY INFORMATION & CONTACT Project Manager: Kate Krumsieg kate@spark.us There is no outstanding litigation against SPARK that threaten the viability of the fi rm or the performance of this contract. Website: spark.us LOCATIONS 416 13th St Suite 200A San Diego, CA 92101 760-278-1455 2309 W Platt St Tampa, FL 33609 813-253-0300 Makers of meaningful, memorable, & measurable. Visit Florida Visit Tampa Bay Experience Kissimmee American Heart Association Texas Children’s Hospital The Dali Museum RELEVANT EXPERIENCE SPARK (legal name of Spark Branding House, Inc.) is a Florida (s)Corp. Our primary contact information is as follows: Phone: 813-253-0300 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 1. CORPORATE BACKGROUND 04 *Proof of Insurance can be found in Financial, Business, Contract forms & Affidavit Documents packet. Current Client List • (ISC)2 • American Heart Association • Bertram Yachts • Coppertail Brewing Company • Dali Museum • DeBartolo • Disney Institute • Epicurean Hotel • Gator Co. • IDP Cherry Holdings LP • Mainsail AMI Marina LLLP • Mainsail Fenway Hotel LLLP • Mainsail Fort Myers LLLP • Mainsail Property Management LLC • Mission San Juan Capistrano • PetSmart • PetSmart Charities • Princess K Investments, LLC • Shark Allies • Sheraton Global Brand Marketing • Shriners International • Tetra • Texas Children’s Hospital • TI Project Limited Partnership Florida • Unico • Vapor Studio • VISIT FLORIDA • WLKR Ponce, LLC *Major accounts including current government, government agency, municipality, non-profit, or related accounts. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 05 You’re the Sunny Isles Beach experts, we’re the destination story-telling experts. The complexities of branding municipal destinations are ingrained in our DNA. Our team welcomes the rigor and rounds of stakeholder meetings from kick off to launch day and beyond. Grounded in quality research, our fresh perspective on the challenges facing Sunny Isles Beach allows us to uncover previously unseen insights into what will drive residents, local businesses and the community at-large to connect with the city. By combining these discoveries with high quality creative designed to connect, our work returns results and shifts one-dimensional perceptions. Successfully branding a place requires input and buy-in from many stakeholders. We have proven tools and techniques to ensure this happens and everyone feels invested. WE KNOW DESTINATIONS INSIGHTFUL DISCOVERIES DESIGN WITH DATA COMMUNITY COLLABORATION SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 06 Building brands together. While we still have so much to learn from each other, the information you provided inspired the following approach for reinvigorating the City of Sunny Isles Beach brand. In the following sections, we explore how our methodology comes together with your proposed phases. STRATEGIC KICKOFF & DISCOVERY Review existing research and the current branding. This step includes in- person market immersion, stakeholder interviews, and a presentation of our findings. 01 RESEARCH PHASE 2PHASE 1 PRIMARY RESEARCH SECONDARY RESEARCH Develop a deep understanding of Sunny Isles Beach residents and their perspectives of the city. We’ll do this through quantitative and qualitative assessments. Investigate demographic, consumer, media and market data; existing marketing effort; the branding approach of like destinations and larger business trends. Present all research + a recommendation for positioning, mission and vision. 02 DESTINATION BRAND STRATEGY This includes but is not limited to developing a brand promise, character, and messaging. Assumes 1 round of stakeholder reviews, if not in-person, then via video conference or conference calls. 03 DESTINATION BRAND IDENTITY DEVELOPMENT Create the visual and verbal identity that will be applied to Sunny Isles Beach marketing, events, and promotions materials. Assumes 1 round of stakeholder reviews, if not in-person, then via video conference or conference calls. 04 * This page is designed to serve both as the overview of how SPARK will address the two phases outlined in this RFP from the Qualifications section, as well as the requirements in section 4 -- Approach/Methodology. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 07 In step 1, we collaborate with Sunny Isles Beach leaders, residents, visitors, city employees and local businesses to learn where the Sunny Isles Beach brand stands today. Some questions we’ll look to answer in this phase are: STRATEGIC KICK OFF & DISCOVERY01 WHAT ELEMENTS OF THE EXISTING BRAND DRIVE A POSITIVE, MEMORABLE PERCEPTION, AND WHICH DO NOT? WHY DO PEOPLE CHOOSE TO LIVE AND DO BUSINESS IN SUNNY ISLES BEACH OVER OTHER LOCATIONS? DO RESIDENTS CURRENTLY FEEL ACCURATELY REPRESENTED BY THE CITY’S BRAND? SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 08 In the research phase we look for the nuggets that will make an effective, memorable brand. First we identify what the new brand needs to accomplish and why with a formal quantitative study and a qualitative assessment derived through in-person methods (workshops, meetings, focus groups, etc.). From there we derive how we need to execute the brand by assessing the market, existing efforts, competitors, current social conversation about Sunny Isles Beach and external trends. Questions we’ll look to answer in this phase include: RESEARCH02 WHAT EMERGING/LITTLE KNOW STRENGTHS OR QUALITIES DOES SUNNY ISLES HAVE THAT CAN BE MAXIMIZED? WHAT DRAWS NON-NATIVE RESIDENTS TO SUNNY ISLES AND DOES IT KEEP THEM THERE? WHEN RESIDENTS LEAVE, WHY DO THEY? WHAT ARE THE BARRIERS TO CONNECTION WITH THE CITY? WHAT ARE THE BARRIERS TO RELEVANCE FOR THE CITY? WHAT EXPERIENCES CAN WE LEVERAGE TO COMBAT THOSE BARRIERS? SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 09 Now, it’s time to translate what we heard from you and our own research into a brand strategy that shares the truth about Sunny Isles Beach in a unique way. Something that makes people reconsider what Sunny Isles Beach means to them and answers questions like: DESTINATION BRAND STRATEGY03 WHAT MAKES SUNNY ISLES BEACH MODERN AND RELEVANT? DOES THE CITY REALLY KNOW AND CARE ABOUT ITS RESIDENTS? WHY SHOULD I MOVE TO SUNNY ISLES BEACH OR STAY HERE LONGER? SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS WHAT IS THE SUNNY ISLES STORY? 10 With a story in place, we’d develop an identity that bestows Sunny Isles Beach with a deeper sense of place. The colors, fonts, graphic applications and all other elements of the identity will be derived from the brand strategy and feel authentic and connected to the city. DESTINATION BRAND IDENTITY DEVELOPMENT04 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 11 2 thorough phases, 7 efficient months. If awarded, we would provide you with a detailed schedule identifying specific due dates and stakeholder review milestones. At this stage, we have provided an overview of our phases and deliverables for the duration of the contract outlined in the RFP. OCTOBER 2019 NOVEMBER 2019 DECEMBER 2019 JANUARY 2020 FEBRUARY 2020 MARCH 2020 APRIL 2020 PHASE 1 - MARKET RESEARCH AND INVESTIGATION STRATEGY KICKOFF & DISCOVERY PRIMARY RESEARCH SECONDARY RESEARCH PHASE 2 - BRAND DEVELOPMENT & EXECUTION DESTINATION BRAND STRATEGY DESTINATION BRAND IDENTITY DEVELOPMENT SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 12 The following case studies are included to satisfy the following RFP requirements: SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS Examples of research and branding campaigns successfully implemented. 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. 2. QUALIFICATIONS 7. CREATIVE ABILITY 13 VISITFLORIDA CASE STUDY SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 14 Expanding on the most iconic vacation destination Prior to its rebrand, VISIT FLORIDA was operating on assumptions about why and how people connected with the destination. With a combination of qualitative and quantitative studies, VISIT FLORIDA learned that lack of awareness of offerings and geography led to visitors assuming they had seen all of Florida. By repositioning the brand to flexibly feature more of what the state has to offer and connecting that back to a visitor’s ability to define their perfect vacation, the brand has forged deeper connections with its target audiences. For Sunny Isles Beach, grounding the new brand firmly in research insights can have a similar impact. RELEVANCE TO SUNNY ISLES BEACH VISIT FLORIDA SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 15 CHALLENGE RESEARCH Florida is well known and well loved, but travelers feel they’ve already done the beaches and theme parks. Four phase research study that included qualitative and quantitative interviews with 120 stakeholders, 3,126 leisure travelers, and 391 bleisure travelers in 10 markets. INSIGHT Over half of travelers named “Florida” or a Florida city when asked what place equals vacation. We can use the Florida vacation mindset to illuminate the other options of the state. SOLUTION Develop a more multi- dimensional brand that encourages exploration and adapts to multiple destinations. The evolution of the logo was primarily functional. A couple small changes made the word Florida almost twice the size while occupying the same total space. An alternate version of the logo allows us to include all the Florida cities to help potential travelers discover unexpected destinations. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 16 Florida isn’t just a state. It’s a state of mind. It’s been said before, and we know it’s true. Florida is the place you go for the experience of being more relaxed, more carefree, more open to connections, and more ready for fun. But it’s also a mindset you carry with you every day afterward. A Florida state of mind provides relief from the real world, allows you to deliberately unplug from your worries, and encourages you to truly enjoy every moment. It reminds you that your vacation self is your best self. And until you can go back to Florida, you can always go back to Florida in your mind. TAGLINE & POSITIONING STATEMENT Every element of the brand was inspired by what it feels like to be in Florida. With the tagline of Follow Your Sunshine, we even created a custom typeface for the website that does just that. As the day goes on, the shadow moves depending on the sun’s position at that time. MORNING AFTERNOON CASE STUDY 19SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 17 The overall approach of the refined VISIT FLORIDA brand is designed to celebrate the freedom of vacation. So rather than list features and attractions, we try to capture the emotional essence of each amazing memory – almost like it’s what’s in the traveler’s head. 2. QUALIFICATIONS SPARK REQUEST FOR PROPOSAL NO. 19-07-02 18 +7% +8% +5% +7% in brand relevance “I CONNECT TO THE DESTINATION.” in differentiation “THIS DESTINATION IS BETTER THAN OURS.” in brand affinity “I LOVE THIS DESTINATION.” in brand equity CONTENT STUDIOS BRAND DESIGN CONSUMER RESEARCH FOLLOW YOUR SUNSHINE SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 19 Since a large part of our new brand was diverse emotions, diverse people, and diverse experiences, we had to find real people, not just models. We worked with Florida casting agencies to exclusively review real families, real couples, and real friends so we could show more than flawless, young models with perfectly white teeth. To kickoff the re-brand, we facilitated brand workgroups with leaders from DMOs across Florida. By giving everyone an opportunity to share their unique perspectives, we not only got a better understanding of their unique needs, but also gained their buy-in from the start. Our relationship with VISIT FLORIDA is a true partnership. All the critical Board presentations were crafted and presented side-by-side with our client. We answered all the tough questions together and celebrated when it was well-received. Ultimately, our combined effort made everyone comfortable with the approach and our solutions. Co-presented to the Board of Directors Teamwork to find real people vs. models Facilitated Working Sessions with 100+ DMO/ Tourism leaders COLLABORATION HIGHLIGHTS “One thing that I absolutely love about SPARK is that they are problem solvers. My problems are their problems. They ask really, really great questions to figure out what problems I’m trying to solve as a business. They listen to the feedback. As an agency partner, they are one of the best partners that we have and one of the best partners I’ve ever worked with.” STACI MELLMAN VISIT FLORIDA, VP OF GLOBAL BRAND SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 20 EXPERIENCE KISSIMMEE CASE STUDY SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 21 Rebranding a Destination that Celebrates its Partners In the minds of residents, businesses and visitors, Sunny Isles Beach is sometimes seen as just a suburb of Miami, without any recognition for all it has to offer as its own distinct destination. Visit Kissimmee experienced a similar problem, often being overshadowed by its neighbor, Orlando. Throughout the rebranding process, we found ways to help them stand out, own their vacation-making truth, and ultimately become a well-recognized entity. RELEVANCE TO SUNNY ISLES BEACH EXPERIENCE KISSIMMEE SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 22 Roller coasters inspired a new logo that represents the fun of being on vacation. Classic stamps and ticket stubs influenced distinctive brand elements. CHALLENGE RESEARCH People don’t really know what Kissimmee stands for other than being next to Orlando. 1,200 total domestic surveys, 400 total international surveys, and 1,200 additional previously conducted surveys INSIGHT Twice as many people vacation there as live there. Before Disney, Kissimmee’s population was 7,500. Now, it’s 300K. SOLUTION Leverage our diverse attractions, partners, and growth as THE city that was made BY and FOR vacations. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 23 In Kissimmee we make one thing – vacations. And we’ve been doing it for over 40 years. The arrival of Disney in 1971 forever changed our destiny. Other towns boast artisanal goods and locally brewed concoctions, but we have always thought bigger. Vacations are what we do and we do them well. Our location, charm, abundance of options, and the world leader in vacation rental homes, make us make great times. From the nearby theme parks to the natural beauty bestowed on us, we give you and your family everything you need. This is why for generations, Kissimmee has been and always will be a place where vacations are made. TAGLINE & POSITIONING STATEMENT Destination photos were abstracted to create custom backdrops. We adapted the tagline to literally include Kissimmee attractions from Disney to the ice cream shop. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 24 We worked with the team at Experience Kissimmee to ensure the brand would work well in every detail, from the destination magazine to trade show events and even custom socks for FAM tour guests. The business cards became a great extension of the brand’s variety. Each employee could choose 5 different card backs with their favorite “We Make ______ Vacations” headlines. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 25 VISITATION+8.5% 2016/2017 ADR+8.1% 2016/2017 REVPAR+13.9% 2016/2017 CONTENT STUDIOS BRAND DESIGN CONSUMER RESEARCH SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 26 With so many last-minute opportunities, partners, and trade events, any destination brand has to be flexible and replicable. Aside from the robust brand guide featuring 132 options for We Make ______ Vacations, we also included tutorial videos to help the in-house team recreate some of the brands custom features. From the very beginning, we wanted to learn from the Kissimmee stakeholders who know the destination (and it’s visitors) best. Along the way, we shared the positioning with 200 people at the annual meeting, then unveiled the brand at a fun event where people could write their own We Make ______ Vacations headline. With these two attractions being such a major part of vacations in Kissimmee, we wanted to make sure our brand would complement theirs. Both were equally excited about how they could be featured. Our first campaign was the first to use both partners in the same campaign (although in different spots). Working sessions with Disney and Universal Created a brand that was easily embraced by the in- house creative department Connected & engaged with Stakeholders throughout the process COLLABORATION HIGHLIGHTS SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 27 VISITTAMPA BAY CASE STUDY SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 28 A Metro area boldly emerges from “average” Before it’s rebrand, Tampa Bay was regarded by most as just “average” or “okay.” But one short trip showed you something else. In short, the outside didn’t match the inside. We would approach working with Sunny Isles Beach the same way, drawing on the city’s diversity, vibrant local culture, and other distinctions to better define its sense of place and a flag for passionate residents to proudly wave. RELEVANCE TO SUNNY ISLES BEACH VISIT TAMPA BAY SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 29 Feeder market respondents didn’t really grasp what Tampa had to offer, so we needed a brand that truly stood out. We combined the history of Tampa’s oldest hotel with bold personality around the pirate-themed Gasparilla Events to create a truly unique identity. CHALLENGE RESEARCH In most categories, consumers voted Tampa as average or worse when compared to other cities. Online surveys featuring 1,000 US Leisure travelers, 400 Meeting Planning Professionals, and 750 International Travelers. Later, the process included a similar sample plus Leisure and Meeting Planner Focus Group creative testing. INSIGHT There’s an attitude that drives the community, a daring spirit that arrived here with our fi rst pirate visitors. SOLUTION Position Tampa Bay as an invitation to explore and discover. To live a daily quest to seize life and all it has to off er. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 30 Treasure Awaits. Tampa Bay is an invitation to explore and discover. We live a daily quest to seize life and all it has to offer. There’s an attitude that drives us forward, a daring spirit that arrived here with our first visitors. In fact, if we see something we like, look out – it won’t be long before we’re hoisting our flag and claiming it in the name of adventure. TAGLINE & POSITIONING STATEMENT PREVIOUS LOGO The brand is an invitation for travelers to explore and for meeting planners to takeover. The overall tone and use of black was designed to pique interest. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 31 To combat the perception of Tampa being for “old people/retirees”, our brand launch included merchandise designed for emerging young professionals. To help build additional stakeholder excitement and get the local community behind the brand, we hosted a launch party right on the river. How do people get in? With keys, of course. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 32 As the Visit Tampa Bay identity expanded across a variety of collateral and merchandise, we wanted to maintain a distinctive presence. Dynamic angles and a custom script typeface add to the bold colors and photography. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 33 +14.7% 100% AWARDED Record increase for bed-tax for the first two years after launch of 4 focus groups gave the brand the highest marks National recognition as a top identity in major branding publication Print CREATIVE CAMPAIGNS CONTENT STUDIOS SOCIAL MEDIA BRAND DESIGN CONSUMER RESEARCH MEDIA DISTRIBUTION SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 34 Meetings & Events was a very important category for Tampa – one that needed to be heavily considered in the rebrand. And also one that couldn’t pause while we rebranded. We worked with the team to develop an interim campaign that would tease to the new brand while we were finalizing details, then later collaborated on a custom FAM kit complete with keys, logo pin, and mini pirate flag. Since consumer research ranked Tampa very low for history and culture, we began the process with a 3-hr private tour of the History Musuem. Throughout the process, we collaborated with the curator to ensure our brand and historical claims were proper representations of the area’s past. Our relationship with the board began during the discovery phase, where we wanted to understand their objectives and connect those to what the research said. As the project unfolded, we became very active in giving brand updates and facilitating conversations about everything from positioning to the risks of using such a bold logo. Active participants in Visit Tampa Bay board meetings Expanded conversations and deliverables for the Meetings & Events team Developed and maintained a strong relationship with the Tampa Bay History Museum COLLABORATION HIGHLIGHTS “We’re extremely proud of our new brand, it stands out everywhere we use it.” SANTIAGO CORRADA CEO, VISIT TAMPA BAY SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 35 Our diverse experience. BRAND DESIGN Research & Positioning Brand Identity Sales Support Customer Journey Experience Design CONSUMER RESEARCH Customer Profile Segmentation Brand Tracking/Awareness Creative Testing Exploratory Focus Groups Triads/Dyads In-Depth Interviews Intercepts CONTENT STUDIOS Photography Broadcast Production Social Content Video Content Original Music Sound Design CREATIVE CAMPAIGNS Consumer & Competitive Research Creative Execution Distribution & Production Management SOCIAL MEDIA Evaluation & Strategy Content Creation Community Management MEDIA DISTRIBUTION Consumer Analysis & Insights Media Planning Buying, Management, & Optimization Final Reporting & Recommendations Reporting & Optimization Influencer Marketing When we say SPARK is a full-service agency, we aren’t just referencing what we can offer you now, but also the incredibly broad experience we’ve accumulated since 2001. As you can see from the provided case studies, we are seasoned providers of research, branding, advertising, digital marketing, creative services, collateral development and studio production. We do not offer public or community relations services in- house but we have a great track record of collaborating with them in the destination space. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 36 Diverse solutions for a diverse list of clients. Our client list in the last 5 years has included brands in many verticals, chief among them, destinations and non- profits. SPARK has not lost any clients in the last 5 years within our contracted scope of services. • (ISC)2 • American Heart Association • Baycare • Bertram Yachts • CLassical Architecture • Coppertail Brewing Company • Dali Museum • Disney Institute • Epicurean Hotel • Gator Co. • Green Lemon • Helicon • IDP Cherry Holdings LP • Mainsail AMI Marina LLLP • Mainsail Fenway Hotel LLLP • Mainsail Fort Myers LLLP • Mainsail Property Management LLC • Mission San Juan Capistrano • Monticciolo • The Moorings • Motif • Oxford Exchange • PetSmart • PetSmart Charities • Princess K Investments, LLC • Reeves • Scottsdale Resort • Shark Allies • Sheraton Global Brand Marketing • Shriners International • Special Camp • Tetra • Texas Children’s Hospital • TI Project Limited Partnership Florida • University of South Florida • Unico • Valpak • Vapor Studio • Vology • Waterline • WLKR Ponce, LLC SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 37 Destination branding requires balance. Whether we’re creating an entirely new brand, or defining an identity system for a brand with a strong foundation, success is contingent on balancing the needs and priorities of 3 distinct elements. We manage this with an approach and process unique to SPARK that we’ve refined over the years to deliver proven results. Throughout this process we also leverage a wide variety of tools designed to give our clients the inside track with consumer insights, social conversation analysis and more. First, we have to understand and articulate the organization’s objectives, and identify measurable goals for the brand we’re developing. These will be short and long-term goals that will inform the process and outcomes. Next, we have to gain an understanding of what our visitors think of us now and what they prioritize when it comes to travel. This helps us understand what they want from the future brand we’re creating, and allows us to draft a roadmap for getting there. Finally, it’s critical that our brand identity and destination experience help us to help our partners. Not only are they invested in the results, they’re the people who will help ensure visitors have the experience we envision. ORGANIZATIONAL & BRAND GOALS CONSUMER INSIGHTS STAKEHOLDER PRIORITIES ORGANIZATIONAL & BRAND GOALS CONSUMER INSIGHTS STAKEHOLDER PRIORITIES SPARK REQUEST FOR PROPOSAL NO. 19-07-02 2. QUALIFICATIONS 38 As EVP, Dulani is responsible for the development of strategic planning, brand development, and marketing initiatives on behalf of SPARK’s clients. She works with the agency’s brand, creative, technology, social, and integrated media teams to craft strategies that help clients create holistic, measurable, and eff ective solutions to move their businesses forward. In addition to strategy development for the agency’s clients, she is also responsible for overseeing our media and social media teams. With an obsessive eye on evolving SPARK’s strategies, Dulani spearheads many of SPARK’s thought leadership eff orts as well as innovations in our processes to better understand our clients and drive brands to new and greater success. Mike founded SPARK in 2001 after 7 years of working on some of the bigg est brands in the world at Grey Worldwide—including Firestone, Jockey, Canon, Proctor & Gamble, Chapstick, Dove Chocolate, Healthy Choice and many others. He sought to establish an agency that put brands fi rst, not advertising. Mike maintains this belief and preserves the integrity of our clients’ brands throughout every single project. He leads SPARK’s strategic positioning, campaign development, branding eff orts, and studio production. As VP of Creative, Elliott manages a team which is responsible for developing innovative and eff ective marketing solutions across all media. His experience includes integrating sound marketing sensibilities into a wide variety of executions, from environmental treatments, to branding and collateral materials, to large-scale campaign work. His work has been recognized by PRINT Magazine, Communication Arts, HOW, and the Webbys. He initially honed his creative skills at The University of Florida, and the Gator grad works tirelessly to push SPARK’s work to be worthy of international recognition. PARTNER & EXECUTIVE VP PARTNER & FOUNDER PARTNER & VP OF CREATIVE 10 YEARS AT SPARK 18 YEARS AT SPARK 13 YEARS AT SPARK DULANI PORTER MIKE PETERS ELLIOTT BEDINGHAUS SPARK wouldn’t be the agency it is without its people. The senior leadership at SPARK drives the team to deliver world-class work through collaborative partnerships with its clients. This group leads by example, working side-by-side with their teams to develop insights-driven solutions that are meaningful, memorable and measurable. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 3. STAFFING 39 Paul brings over a decade of creative leadership and experience working on global brands. Coming to Florida by way of Brazil, New York, and Puerto Rico, Paul has created and transformed brands at agencies like BBDO, Ogilvy, and Razorfish. His passion lies in working collaboratively with clients to find the right solutions for each opportunity— developing brands, content, interactive tools, films or space and product design. His work has been recognized by One Show, Clio, Communication Arts, and his mom, among many others. When he’s not in the office, you can find him collecting (hoarding) pens and notebooks, or taking in every minute with his wife and daughter. Shawna has an extensive research background that includes conducting primary research studies and building primary research products. Her detective-style thinking helps her uncover insights that are hidden deeply below the surface. The motivations behind why people do what they do fascinates her and keeps her wheels spinning. Over the course of her 12-year career, she’s worked for research companies Nielsen and Experian as well as living and breathing agency life. Growing up, Shawna always wanted to be Oprah, but since that role is taken, she still managed to find a career where she gets to interview people regularly. CREATIVE DIRECTOR RESEARCH PARTNER PAUL WAGNER SHAWNA BOALS Your Team Established in 2001, SPARK’s staff of 38 collectively has hundreds of years of branding and marketing experience, including a solid decade working together in the destination branding space. If we are chosen as your partner, this would be your team, selected specifically for their knowledge and expertise of the Florida destination space as well as their extensive experience in the destination branding category. Thanks to their contributions at SPARK and in previous roles, each person on this team brings a unique perspective that will benefit our brand development for Sunny Isles Beach. As a Creative Director with a writing background, it’s surprising that one of Jim’s passions is so visual—he loves observation. Jim has a baseline interest in almost everything, but enjoys chronicling and visualizing in the form of graph paper infographics that have been featured in the likes of Huffington Post and Daily Beast. The “skill” of observation has translated seamlessly to create a robust and diverse career for Jim that’s included stops in New York, San Fransisco, Orlando, and Tampa. Along the way he helped launch SF’s exclusive Battery Club, initiated a social media movement for VisitFlorida that’s been the catalyst for millions of pieces of user- generated content, and created effective campaigns for GE, Snickers, and New York Life. CREATIVE DIRECTOR JIM DARLINGTON SPARK REQUEST FOR PROPOSAL NO. 19-07-02 3. STAFFING 40 Kate serves as Brand Director for SPARK leading all efforts for the VISIT FLORIDA account. She brings a deep focus on developing brand work that is authentic and impactful. With a philosophy that always keeps the “why” front and center, she ensures executions are strategically aligned for her clients. She brings a wide array of experience to SPARK, including a life as a former reporter. Kate is naturally curious, which leads her to solutions for clients that have deeper, lasting impact. She has also led social for HSN, partnering with national brands, A-list celebrities and influencers, and working with Facebook to execute pilot tests and beta opportunities. In her two years at SPARK, Katie has overseen the brand strategy and creative development for the VISIT FLORIDA account. With previous experience in multiple verticals including CPG (Gillette, Braun, Oral-B, CoverGirl, Crest, Pantene, etc.) and Retail (Walmart, CVS), Katie brings a strong background in strategy and client services to the Marketing and Advertising space. She enjoys discovering what makes a destination unique, searching for its hidden gems, and finding the most unique way to share them. BRAND DIRECTOR SENIOR BRAND MANAGER KATE KRUMSIEG KATIE FIALKOFF SPARK REQUEST FOR PROPOSAL NO. 19-07-02 3. STAFFING 41 PARTNER & EXECUTIVE VP Dulani Porter Strategic leadership of all phases PARTNER & VP OF CREATIVE Elliott Bedinghaus Strategic leadership of all phases CREATIVE DIRECTOR Paul Wagner Brand Development and Execution RESEARCH PARTNER Shawna Boals Market research and investigation SR. BRAND MANAGER Katie Fialkoff Assist with strategy and project management CREATIVE DIRECTOR Jim Darlington Brand Development and Execution BRAND DIRECTOR Kate Krumsieg Strategy and Project management SPARK REQUEST FOR PROPOSAL NO. 19-07-02 3. STAFFING 42 Flexible Terms to Meet Your Needs. We understand the operational needs of each client are different. This is why we try to remain as flexible as possible when developing compensation and billing requirements with our clients. We have 3 main methods of compensation that can be mixed and matched to fit any need: retainer-based, contracted short-term projects, and estimated projects. A summary of each of our compensation structure types are included here for your reference. Our recommended pricing approach for the City of Sunny Isles Beach would be a project-based agreement that outlines specific deliverables to ensure clarity for both client and agency teams. This type of agreement is set up for long-term partnerships with clients. A regular monthly retainer is established for ongoing strategic, creative, and project management required to assist clients with their ongoing marketing needs. An in-scope set of deliverables is outlined in our retainer-based agreements. In this type of agreement, our clients are billed on a monthly basis with payments due within net 20 days. These agreements are developed for any needs not included in a retainer or short- term agreement. These projects typically include all print production, video and photography production, and website or mobile development. In these instances, a formal estimate that outlines the costs for a given initiative will be outlined and provided to the client for approval. The client will be billed per the terms of each estimate, or as requested by any third party vendors. For these types of projects, the payment terms will vary based on the type of project. In the case we will be leveraging outside partners to complete print production work, payment terms can be adjusted as dictated by our outside partner’s requirements. In all scenarios, the costs will be communicated up-front and agreed to by the client prior to the start of any project and before costs are incurred. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 6. AGENCY BILLINGS PROJECT-BASED:RETAINER-BASED 43 Strategic Thinking Our project communication structure is rooted in collaboration from the start. This creates unity and efficiency by spending the most time in the beginning to garner understanding and trust prior to execution. It is this mutual commitment to communication and partnership that leads to the best outcomes possible. CLIENT TIME INVESTMENT DURING THE PROCESS LESS IN THE END STRATEGIC DEVELOPMENT CONCEPT & IDEATION EXECUTION & OPTIMIZATION MORE UP FRONT SPARK REQUEST FOR PROPOSAL NO. 19-07-02 8. STRATEGIC THINKING 44 Additional Strategic Thinking information: RESEARCH RESOURCES: SPARK has a dedicated research Partner, Shawna Boals, who leads and executes all primary research projects. Our in- house strategy team leads up secondary research efforts with industry-best tools for elements such as consumer insights discovery, social listening, competitive landscape analysis and more. SPARK also has access to a network of additional research resources should the need arise. TARGETING: Key target audiences are identified through market and consumer research and existing brand insights. A combination of available budget, insights and overall goals drive SPARK’s thinking in identifying the appropriate media to best communicate with those audiences. STRATEGIC ALLIANCES: SPARK views strategic alliances/ partnerships as a key tool in amplifying awareness and consideration for its clients with key audiences. We’ve utilized this approach with several clients, prioritizing an authentic connection between the client and selected partners to maximize impact. SPARK does not provide PR services, but has worked closely with agency partners as strategy lead to execute these alliances. STRATEGIC PR AND CRISIS MANAGEMENT: As the lead agency partner for VISIT FLORIDA we have developed a strong, scalable response plan to hurricane and red tide events that has helped to sustain record- breaking visitation numbers despite these catastrophes. This strategy is executed on the media side, but we have partnered closely with VISIT FLORIDA’s PR team in these efforts. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 8. STRATEGIC THINKING 45 Total investment proposed: $ 98,700. Aligning on the value of the work outlined in this proposal is paramount to our partnership starting off on the right foot. We believe strongly in the value of what we can create together, so rather than bury the sum total, we make it clear right from the start. To the right is more detail for you to reference per phase, with deliverables outlined as well. We strive for flexibility, so while we have estimated each deliverable as comprehensively as possible, we have room to adjust deliverables, rounds of review, and processes to meet specific requirements as needed. RESEARCH Phase 1 - Primary Research DELIVERABLES DELIVERABLES Interviewing (~N=1,000) Project Management List Sourcing / List Management Survey Instrument Design Questionnaire Programming Launch Testing / Live Fielding Data Collection Comprehensive Qualitative Report with supporting charts and tables SWOT analysis Social conversation report PROPOSED FEE: $21,700 02 DESTINATION BRAND STRATEGY DELIVERABLES Brand Positioning Brand Strategy Brand Personality Brand Promise Core Values Key Messages Up to 4 rounds of stakeholder reviews PROPOSED FEE: $20,000 03 DESTINATION BRAND IDENTITY DEVELOPMENT DELIVERABLES Logo Design Visual Identity Design Tone and Voice Proof of Concept (expressed via various executions such as print, OOH, business collateral, trade show booths, etc.) Brand Standards and Guidelines Document Brand Toolkit for partners including brand standards, graphic assets, best practices, and a resource directory Up to 4 rounds of stakeholder reviews PROPOSED FEE: $50,000 04 STRATEGIC KICK OFF & DISCOVERY DELIVERABLES Market & Client Immersion Visitor, Marketing, and Competitive Audits Discovery Summary Document Consumer Profiles Strategic Brief PROPOSED FEE: $7,000 01 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 9. COST OF SERVICES Phase 2 - Primary Traveler Research EMPLOYEE ROLE RATE JIM DARLINGTON CREATIVE DIRECTOR $200.00 SHAWNA BOALS RESEARCH PARTNER $200.00 KATE KRUMSIEG BRAND DIRECTOR $200.00 PAUL WAGNER CREATIVE DIRECTOR $200.00 KATIE FIALKOFF SR. BRAND MANAGER $170.00 FIXED HOURLY RATE SHEET 46 References SPARK REQUEST FOR PROPOSAL NO. 19-07-02 10. REFERENCES Mauricio Betancur, CMC City Clerk City of Sunny Isles Beach 18070 Collins Avenue Sunny Isles Beach, FL 33160 Dear Mr. Betancur, Experience Kissimmee had the pleasure of working with SPARK on a destination rebrand in 2016-2017 and I recommend them as an agency partner without hesitation. This is a group that digs deep into the research, finds the thing that makes your destination special and develops an ownable, appealing brand you can be proud of. As Orlando’s neighbor, it was a big challenge to identify and then articulate Kissimmee’s unique position as a destination, but together with the creative thinkers at SPARK, we got it done. Their strength lies not only in their creative services but also in their ability to distill data into actionable, meaningful insights. Those insights were key to making a brand for our destination that felt authentic and resonated with visitors, resident, and other stakeholders. A few years down the road, the brand is strong and aging well. We are so proud to call it our own. I know the process of selecting an agency partner can be a daunting one. I hope this recommendation makes it a little easier. Do not hesitate to reach out if I can provide any additional information. Sincerely, DT Minich President and CEO Experience Kissimmee 407-569-4801 DMinich@experiencekissimmee.com 47 References SPARK REQUEST FOR PROPOSAL NO. 19-07-02 10. REFERENCES March 26, 2019 To Whom It May Concern, Marriott International, Inc., and specifically the Autograph Collection, endorses Spark as an approved branding agency and trusted partner. As appropriate, please feel free to contact the Autograph Collection brand operations team with any additional questions. Tony Nacci Senior Director – Operations Autograph Collection 301.380.4136 tony.nacci@marriott.com Erik Frisbie Senior Manager – Operations Autograph Collection 301.380.4484 erik.frisbie@marriott.com Sincerely, Erik Frisbie Marriott International, Inc. 10400 Fernwood Road, Bethesda, MD 20817 (301) 380 – 3000 (O) 48 References SPARK REQUEST FOR PROPOSAL NO. 19-07-02 10. REFERENCES 49 Business, Financial, Contracts and Affidavit Documents On the following pages please find all requested supporting documentation, including the following financial items attached for the last 3 years. • Balance sheet • Statement of income (Profit and Loss Statement) • Statement of changes in financial position (Statement of Cash Flows) * SPARK does not currently have any footnotes to its financial statements to share. - N/A. We do not have any footnotes/notes to our financial statements. * SPARK does not have audited financials (auditor’s reports), but can provide a statement from the agency’s accounting firm addressing any specific concerns or questions upon request. * Annual report is unavailable, but alternative documents can be provided upon request. SPARK REQUEST FOR PROPOSAL NO. 19-07-02 50 Business License SPARK REQUEST FOR PROPOSAL NO. 19-07-02 1.CORPORATE BACKGROUND 2309 WEST PLATT STREET TAMPA,FL 33609 Current Principal Place of Business: Current Mailing Address: 2309 WEST PLATT STREET TAMPA,FL 33609 Entity Name:SPARK BRANDING HOUSE, INC. DOCUMENT#P01000100288 FEI Number: 59-3752732 Certificate of Status Desired: Name and Address of Current Registered Agent: PETERS, MICHAEL 2309 WEST PLATT STREET TAMPA,FL 33609 US The above named entity submits this statement for the purpose of changing its registered office or registered agent, or both, in the State of Florida. SIGNATURE: Electronic Signature of Registered Agent Date Officer/Director Detail : I hereby certify that the information indicated on this report or supplemental report is true and accurate and that my electronic signature shall have the same legal effect as if made under oath; that I am an officer or director of the corporation or the receiver or trustee empowered to execute this report as required by Chapter 607, Florida Statutes; and that my name appears above, or on an attachment with all other like empowered. SIGNATURE: Electronic Signature of Signing Officer/Director Detail Date FILED Feb 04,2019 Secretary of State 2545191080CC MICHAEL PETERS CCO 02/04/2019 2019 FLORIDA PROFIT CORPORATION ANNUAL REPORT No Title CCO Name PETERS, MICHAEL Address 1159 HYMETTUS, ENCINITAS City-State-Zip:ENCINITAS CA 92024 51 Proof of Insurance SPARK REQUEST FOR PROPOSAL NO. 19-07-02 1.CORPORATE BACKGROUND ANY PROPRIETOR/PARTNER/EXECUTIVEOFFICER/MEMBER EXCLUDED? INSR ADDL SUBRLTRINSD WVD PRODUCER CONTACTNAME: FAXPHONE(A/C, No):(A/C, No, Ext): E-MAILADDRESS: INSURER A : INSURED INSURER B : INSURER C : INSURER D : INSURER E : INSURER F : POLICY NUMBER POLICY EFF POLICY EXPTYPE OF INSURANCE LIMITS(MM/DD/YYYY) (MM/DD/YYYY) AUTOMOBILE LIABILITY UMBRELLA LIAB EXCESS LIAB WORKERS COMPENSATIONAND EMPLOYERS' LIABILITY DESCRIPTION OF OPERATIONS / LOCATIONS / VEHICLES (ACORD 101, Additional Remarks Schedule, may be attached if more space is required) AUTHORIZED REPRESENTATIVE EACH OCCURRENCE $ DAMAGE TO RENTEDCLAIMS-MADE OCCUR $PREMISES (Ea occurrence) MED EXP (Any one person) $ PERSONAL & ADV INJURY $ GEN'L AGGREGATE LIMIT APPLIES PER:GENERAL AGGREGATE $ PRO-POLICY LOC PRODUCTS - COMP/OP AGGJECT OTHER:$ COMBINED SINGLE LIMIT $(Ea accident) ANY AUTO BODILY INJURY (Per person) $ OWNED SCHEDULED BODILY INJURY (Per accident) $AUTOS ONLY AUTOS HIRED NON-OWNED PROPERTY DAMAGE $AUTOS ONLY AUTOS ONLY (Per accident) $ OCCUR EACH OCCURRENCE CLAIMS-MADE AGGREGATE $ DED RETENTION $ PER OTH-STATUTE ER E.L. EACH ACCIDENT E.L. DISEASE - EA EMPLOYEE $If yes, describe under E.L. DISEASE - POLICY LIMITDESCRIPTION OF OPERATIONS below INSURER(S) AFFORDING COVERAGE NAIC # COMMERCIAL GENERAL LIABILITY Y / N N / A(Mandatory in NH) SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOWHAVEBEENISSUEDTOTHEINSUREDNAMEDABOVEFORTHEPOLICYPERIOD INDICATED. NOTWITHSTANDING ANY REQUIREMENT, TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN, THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY ANDCONFERSNORIGHTSUPONTHECERTIFICATEHOLDER.THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT: If the certificate holder is an ADDITIONAL INSURED, the policy(ies) must have ADDITIONAL INSURED provisionsorbeendorsed. If SUBROGATION IS WAIVED, subject to the terms and conditionsofthepolicy,certainpoliciesmayrequireanendorsement.Astatementon this certificate does not confer rights to the certificate holder in lieu of such endorsement(s). COVERAGES CERTIFICATE NUMBER:REVISION NUMBER: CERTIFICATE HOLDER CANCELLATION © 1988-2015 ACORD CORPORATION. All rights reserved.ACORD 25 (2016/03) CERTIFICATE OF LIABILITY INSURANCE DATE (MM/DD/YYYY) $ $ $ $ $ The ACORD name and logo are registered marks of ACORD SPARBR1 OP ID: TL 08/02/2019 Johnson Group Johnson Group4127 NW 27th Lane, Suite A Gainesville, FL 32606JOHNSON GROUP 352-373-4381 352-373-2501 certificates@jgroupfl.com COVINGTON SPECIALITY INS CO. Zenith Insurance Company Spark Branding House, Inc.2309W. Platt SreetTampa, FL 33609 United States Liability Ins Co Federal Insurance Company Progressive/Drive insurance Lloyds London A X 1,000,000 X X VBA65460300 10/17/2018 10/17/2019 100,000 5,000 Excluded 2,000,000 X 2,000,000 500,000E 08348434-0 11/11/2018 11/11/2019 X XX X 2,000,000C USA4235535 10/17/2018 10/17/2019 0 XXB FSMGM1239001 10/17/2018 10/17/2019 1,000,000 1,000,000 1,000,000 D 82116411 10/17/2018 10/17/2019 PROF 1,000,000 F RENTED/LEASED EQUI ARLS1069 10/17/2018 10/17/2019 EQUIPMENT 104,000 Certificate Holder is listed as an Additional Insured with regard to the General Liability policy. CITYSU2 City of Sunny Isles Beach 18070 Collins Avenue Sunny Isle Beach, FL 33160 352-373-4381 13027 13269 25895 38989 10193 PROF INCl PERS/ADV 52 Balance Sheets - 2016 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 09:14 AM GMT-7 1/2 Spark Branding House, Inc. BALANCE SHEET As of December 31, 2016 TOTAL ASSETS Current Assets Bank Accounts 1020 Brand Checking 71,375.96 1025 Brand Checking 2 (deleted-1)40,000.00 1040 Brand Media Retainer 267,450.94 Total Bank Accounts $378,826.90 Accounts Receivable 1200 Accounts Receivable (A/R)475,656.05 Total Accounts Receivable $475,656.05 Other Current Assets 1713 Due From Ventures (deleted)4,500.00 Total Other Current Assets $4,500.00 Total Current Assets $858,982.95 Fixed Assets 1610 Furniture & Equipment 115,577.87 1617 Automobile 24,133.57 1620 Computer Hardware/ Software 481,606.66 1630 Leasehold Improvements 12,907.28 1640 Brand- Accumulated Depreciation -591,867.29 Total Fixed Assets $42,358.09 Other Assets 1220 Security Deposits 897.00 Total Other Assets $897.00 TOTAL ASSETS $902,238.04 LIABILITIES AND EQUITY Liabilities Current Liabilities Accounts Payable 2000 Accounts Payable (A/P)75,410.17 Total Accounts Payable $75,410.17 Credit Cards 2100 AMEX 2105 AMEX- Tony (deleted)21,948.71 2110 AMEX- Mike 9,694.77 2120 AMEX- Elliott 692.65 2125 AMEX- Gabe (deleted)3,144.03 2130 AMEX- Joe 14,713.87 2135 AMEX- Nashira 9,500.00 2140 AMEX- Amy-1 (deleted)5,673.51 2145 AMEX- Michelle (deleted)26,631.02 2150 AMEX- Amanda (deleted)22.95 Accrual Basis Thursday, August 8, 2019 09:14 AM GMT-7 2/2 TOTAL 2155 AMEX- Dulani 4,283.49 Total 2100 AMEX 96,305.00 Total Credit Cards $96,305.00 Other Current Liabilities 2091 Apple - 4020 5,987.68 2092 Apple - 4021 6,684.75 2093 Apple - 4022 5,297.25 2094 Apple - 4023 9,559.44 2101 Customer Deposits 247,058.84 Total Other Current Liabilities $274,587.96 Total Current Liabilities $446,303.13 Long-Term Liabilities 2205 Automobile Loan 18,164.07 Total Long-Term Liabilities $18,164.07 Total Liabilities $464,467.20 Equity 3000 Capital Stock - AMM (deleted-1)667.00 3010 Capital Stock - MSP 1,000.00 3200 Retained Earnings -87,346.00 3210 Paid-In Capital AMM 60,200.00 3411 Distributions- AMM (deleted)-81,650.00 3417 Distributions- MSP -119,150.00 Net Income 664,049.84 Total Equity $437,770.84 TOTAL LIABILITIES AND EQUITY $902,238.04 53 Balance Sheets - 2017 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Cash Basis Thursday, August 8, 2019 06:40 AM GMT-7 1/2 Spark Branding House, Inc. BALANCE SHEET As of December 31, 2017 TOTAL ASSETS Current Assets Bank Accounts 1020 Brand Checking 71,172.48 1030 Paypal 0.00 1040 Brand Media Retainer 261,155.99 Total Bank Accounts $332,328.47 Total Current Assets $332,328.47 Fixed Assets 1610 Furniture & Equipment 118,680.81 1617 Automobile 24,133.57 1620 Computer Hardware/ Software 329,517.82 1622 Studio Computer Equipment 73,754.59 1624 Studio Equipment & Furniture 158,465.80 1630 Leasehold Improvements 16,887.28 1640 Brand- Accumulated Depreciation -662,225.34 Total Fixed Assets $59,214.53 Other Assets 1220 Security Deposits 2,000.00 Total Other Assets $2,000.00 TOTAL ASSETS $393,543.00 LIABILITIES AND EQUITY Liabilities Current Liabilities Credit Cards 2100 AMEX 0.00 2110 AMEX- Mike 25,763.26 2120 AMEX- Elliott 5,096.06 2125 AMEX- Gabe (deleted)4,996.08 2130 AMEX- Joe 6,226.10 2135 AMEX- Nashira 9,797.28 2140 AMEX- Amy-1 (deleted)2,241.61 2150 AMEX- Amanda (deleted)-111.50 2155 AMEX- Dulani 4,053.21 Total 2100 AMEX 58,062.10 Total Credit Cards $58,062.10 Other Current Liabilities 2091 Apple - 4020 1,496.90 2092 Apple - 4021 2,165.43 2093 Apple - 4022 2,824.99 2094 Apple - 4023 4,744.52 2095 Apple - 4024 3,821.44 2096 Apple - 4025 13,551.59 Cash Basis Thursday, August 8, 2019 06:40 AM GMT-7 2/2 TOTAL 2101 Customer Deposits 261,128.44 2510 Line of Credit 210,000.00 Total Other Current Liabilities $499,733.31 Total Current Liabilities $557,795.41 Long-Term Liabilities 2205 Automobile Loan 13,942.23 Total Long-Term Liabilities $13,942.23 Total Liabilities $571,737.64 Equity 3010 Capital Stock - MSP 1,667.00 3200 Retained Earnings -25,520.76 3210 Paid-In Capital AMM 60,200.00 3411 Distributions- AMM (deleted)-51,832.00 3417 Distributions- MSP -552,087.44 Net Income 389,378.56 Total Equity $ -178,194.64 TOTAL LIABILITIES AND EQUITY $393,543.00 54 Balance Sheets - 2018 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Cash Basis Thursday, August 8, 2019 06:39 AM GMT-7 1/2 Spark Branding House, Inc. BALANCE SHEET As of December 31, 2018 TOTAL ASSETS Current Assets Bank Accounts 1020 Brand Checking 711,144.62 1030 Paypal 0.00 1040 Brand Media Retainer 24,178.28 1050 Tax Savings 601,170.02 Total Bank Accounts $1,336,492.92 Other Current Assets 4904 Employee Cash Advances 137,516.70 Total Other Current Assets $137,516.70 Total Current Assets $1,474,009.62 Fixed Assets 1610 Furniture & Equipment 122,023.22 1617 Automobile 24,133.57 1620 Computer Hardware/ Software 311,318.31 1622 Studio Computer Equipment 85,573.58 1624 Studio Equipment & Furniture 173,405.02 1630 Leasehold Improvements 16,887.28 1640 Brand- Accumulated Depreciation -702,109.14 1650 Brand - Accumulated Amortization 0.00 Total Fixed Assets $31,231.84 Other Assets 1220 Security Deposits 4,100.00 Total Other Assets $4,100.00 TOTAL ASSETS $1,509,341.46 LIABILITIES AND EQUITY Liabilities Current Liabilities Credit Cards 2100 AMEX 0.00 2110 AMEX- Mike 11,830.65 2120 AMEX- Elliott 4,975.22 2130 AMEX- Joe 18,795.59 2135 AMEX- Nashira 7,947.37 2155 AMEX- Dulani 15,561.99 2165 AMEX- Matt 292.61 2170 AMEX- Shawna 4,623.56 2175 AMEX- Brianna 6,685.86 2180 AMEX- Katie 5,558.83 Total 2100 AMEX 76,271.68 2200 Chase- Mike 893.58 Cash Basis Thursday, August 8, 2019 06:39 AM GMT-7 2/2 TOTAL Total Credit Cards $77,165.26 Other Current Liabilities 2091 Apple - 4020 0.00 2092 Apple - 4021 0.00 2093 Apple - 4022 0.00 2094 Apple - 4023 0.00 2095 Apple - 4024 2,567.20 2096 Apple - 4025 9,334.67 2101 Customer Deposits 24,141.36 2510 Line of Credit 0.00 4905 Accrued Bonus 115,516.70 Total Other Current Liabilities $151,559.93 Total Current Liabilities $228,725.19 Long-Term Liabilities 2205 Automobile Loan 9,514.13 Total Long-Term Liabilities $9,514.13 Total Liabilities $238,239.32 Equity 3010 Capital Stock - MSP 1,667.00 3200 Retained Earnings -240,061.64 3210 Paid-In Capital AMM 60,200.00 3417 Distributions- MSP -651,624.88 Net Income 2,100,921.66 Total Equity $1,271,102.14 TOTAL LIABILITIES AND EQUITY $1,509,341.46 55 Profit and Loss Statements - 2016 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 09:13 AM GMT-7 1/4 Spark Branding House, Inc. PROFIT AND LOSS January - December 2016 TOTAL Income 4100 Gross Revenues - Brand Design 4110 Gross Revenues - Immersion and Positioning Concepts 9,351.35 4120 Gross Revenues - Brand Architecture 2,091.28 4140 Gross Revenues - Identity 12,871.65 4150 Gross Revenues - BD Production 270.98 4160 Gross Revenues - Collateral Concept 16,438.56 4170 Gross Revenues - Collateral Design 5,850.00 4180 Gross Revenues - BD Project Management 812,397.60 Total 4100 Gross Revenues - Brand Design 859,271.42 4200 Gross Revenues - Experience Design 4240 Gross Revenues - Experience Analysis 20,357.16 4250 Gross Revenues - ED Production -485.18 4260 Gross Revenues - ED Project Management 1,641,155.70 Total 4200 Gross Revenues - Experience Design 1,661,027.68 4300 Gross Revenues - Creative Campaigns 4310 Gross Revenues - Campaign Strategy 18,375.00 4330 Gross Revenues - Campaign Execution 616.67 4340 Gross Revenues - Campaign Production 8,788.02 4360 Gross Revenues - CC Project Management 3,216.96 Total 4300 Gross Revenues - Creative Campaigns 30,996.65 4400 Gross Revenues - Social Media 4410 Gross Revenues - Social Strategy 3,830.00 4420 Gross Revenues - Content Creation 6,795.00 4430 Gross Revenues - Engagement 21,735.78 4450 Gross Revenues - Reporting and Optimization 46,992.66 4460 Gross Revenues - SM Project Management 742,571.90 Accrual Basis Thursday, August 8, 2019 09:13 AM GMT-7 2/4 TOTAL Total 4400 Gross Revenues - Social Media 821,925.34 4500 Gross Revenues - Content Studios 4510 Gross Revenues - Pre-Production 3,350.00 4520 Gross Revenues - Production 32,689.00 4530 Gross Revenues - Post Production 54,921.42 4540 Gross Revenues - CS Project Management 1,115,841.52 Total 4500 Gross Revenues - Content Studios 1,206,801.94 4600 Gross Revenues - Website Development 4660 Gross Revenues - WD Project Management 139,632.92 Total 4600 Gross Revenues - Website Development 139,632.92 4700 Gross Revenues - Media 4730 Gross Revenues - Placement 177,405.18 4740 Gross Revenues - Media Management 16,218.25 4750 Gross Revenues - M Project Management 1,344,626.86 Total 4700 Gross Revenues - Media 1,538,250.29 Total Income $6,257,906.24 Cost of Goods Sold 5100 Cost of Goods Sold - Brand Design 5180 Cost of Goods Sold - BD Project Management 76,419.88 Total 5100 Cost of Goods Sold - Brand Design 76,419.88 5200 Cost of Goods Sold - Experience Design 5250 Cost of Goods Sold - ED Production 270.98 5260 Cost of Goods Sold - ED Project Management 86,427.13 Total 5200 Cost of Goods Sold - Experience Design 86,698.11 5400 Cost of Goods Sold - Social Media 5430 Cost of Goods Sold - Engagement 67.60 5440 Cost of Goods Sold - Monitoring and Outreach 2,677.60 5450 Cost of Goods Sold - Reporting and Optimization 2,534.60 5460 Cost of Goods Sold - SM Project Management 193,578.21 Total 5400 Cost of Goods Sold - Social Media 198,858.01 5500 Cost of Goods Sold - Content Studios 5520 Cost of Goods Sold - Production 11,709.80 5530 Cost of Goods Sold - Post 4,926.06 Accrual Basis Thursday, August 8, 2019 09:13 AM GMT-7 3/4 TOTAL Production 5540 Cost of Goods Sold - CS Project Management 298,908.70 Total 5500 Cost of Goods Sold - Content Studios 315,544.56 5600 Cost of Goods Sold - Website Development 5660 Cost of Goods Sold - WD Project Management 18,786.00 Total 5600 Cost of Goods Sold - Website Development 18,786.00 5700 Cost of Goods Sold - Media 5730 Cost of Goods Sold - Placement 67,822.57 5750 Cost of Goods Sold - M Project Management 1,290,598.41 Total 5700 Cost of Goods Sold - Media 1,358,420.98 Total Cost of Goods Sold $2,054,727.54 GROSS PROFIT $4,203,178.70 Expenses 6100 Payroll Expenses 6110 Salaries 1,868,393.39 6120 Compensation to Officers 480,000.00 6130 Payroll Taxes 164,681.73 6140 Payroll Processing Fees 4,514.00 Total 6100 Payroll Expenses 2,517,589.12 6200 Insurance 6210 Workers Comp 6,187.00 6220 Employee Health Benefits 106,632.71 6230 Property Insurance 34,879.14 6240 Automobile Insurance 2,715.36 Total 6200 Insurance 150,414.21 6300 Rent 6310 Rent- FL 114,400.00 6320 Rent- CA 18,985.17 Total 6300 Rent 133,385.17 6400 Building Maintenance 6410 Cleaning 4,374.27 6420 Telephone 26,568.34 6430 Repairs 15,646.49 6440 Utilities 14,336.27 Total 6400 Building Maintenance 60,925.37 6500 Sales Efforts 6510 Client Growth 10,478.86 6520 New Business 37,187.06 Total 6500 Sales Efforts 47,665.92 6600 Finance Expenses 6610 Taxes and Fees 5,751.64 6620 Bank Fees (deleted)2,932.26 6630 Line of Credit Interest 5,382.82 Accrual Basis Thursday, August 8, 2019 09:13 AM GMT-7 4/4 TOTAL 6640 Lease Interest 784.36 Total 6600 Finance Expenses 14,851.08 6700 Professional Fees 6710 Accounting 15,691.72 6720 Legal 10,404.44 Total 6700 Professional Fees 26,096.16 6800 Professional Development 6810 T&I Meals 582.41 6820 T&I Travel 5,132.78 6830 Training & Inspiration 4,610.07 Total 6800 Professional Development 10,325.26 6900 Office Expenses 6905 Supplies- MP 0.00 6910 Transportation- MP 0.00 6915 Meals- MP 0.00 6920 Travel- MP 0.00 6925 Supplies- TM (deleted)0.00 6930 Transportation- TM (deleted)1,693.95 6935 Meals- TM (deleted)0.00 6940 Travel- TM (deleted)152,255.21 6945 Office Supplies 68,340.83 6950 Department Meetings 186,932.48 6955 Charitable Contributions 7,453.16 6960 Software 77,333.53 6965 Culture 0.00 6970 CA- Travel & Meals 0.00 Total 6900 Office Expenses 494,009.16 7000 Marketing 7020 Collateral 29,494.48 7030 Website 26.06 Total 7000 Marketing 29,520.54 7100 Recruiting 7110 Career Sites 249.00 Total 7100 Recruiting 249.00 Total Expenses $3,485,030.99 NET OPERATING INCOME $718,147.71 Other Income 4901 Gross Revenues - Interest 61.14 Total Other Income $61.14 Other Expenses Unrealized Gain or Loss 0.00 8000 Depreciation Expense 54,159.01 Total Other Expenses $54,159.01 NET OTHER INCOME $ -54,097.87 NET INCOME $664,049.84 56 Profit and Loss Statements - 2017 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 1/6 Spark Branding House, Inc. PROFIT AND LOSS January - December 2017 TOTAL Income 4100 Gross Revenues - Brand Design 4110 Gross Revenues - Immersion and Positioning Concepts 64,945.54 4120 Gross Revenues - Brand Architecture 13,000.00 4130 Gross Revenues - Naming 13,393.30 4140 Gross Revenues - Identity 262,053.68 4150 Gross Revenues - BD Production 18,014.54 4160 Gross Revenues - Collateral Concept 25,473.62 4170 Gross Revenues - Collateral Design 101,106.77 4180 Gross Revenues - BD Project Management 200,173.75 Total 4100 Gross Revenues - Brand Design 698,161.20 4200 Gross Revenues - Experience Design 4210 Gross Revenues - Service Concept 8,925.00 4220 Gross Revenues - Operations Guide Creation 25,446.20 4230 Gross Revenues - Implementation Strategy 8,985.48 4240 Gross Revenues - Experience Analysis 10,178.58 4250 Gross Revenues - ED Production 1,292.81 4260 Gross Revenues - ED Project Management 14,349.12 Total 4200 Gross Revenues - Experience Design 69,177.19 4300 Gross Revenues - Creative Campaigns 4310 Gross Revenues - Campaign Strategy 104,068.38 4320 Gross Revenues - Campaign Concept 313,223.22 4330 Gross Revenues - Campaign Execution 317,916.48 4340 Gross Revenues - Campaign Production 89,363.73 4350 Gross Revenues - Marketing Collateral (deleted) 183,342.64 4360 Gross Revenues - CC Project Management 227,303.94 Total 4300 Gross Revenues - Creative 1,235,218.39 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 2/6 TOTAL Campaigns 4400 Gross Revenues - Social Media 4410 Gross Revenues - Social Strategy 112,776.23 4420 Gross Revenues - Content Creation 243,885.13 4430 Gross Revenues - Engagement 125,459.10 4440 Gross Revenues - Monitoring and Outreach 20,555.00 4450 Gross Revenues - Reporting and Optimization 149,701.22 4460 Gross Revenues - SM Project Management 180,777.67 Total 4400 Gross Revenues - Social Media 833,154.35 4500 Gross Revenues - Content Studios 4510 Gross Revenues - Pre-Production 100,534.00 4520 Gross Revenues - Production 423,901.61 4530 Gross Revenues - Post Production 478,404.21 4540 Gross Revenues - CS Project Management 70,375.11 Total 4500 Gross Revenues - Content Studios 1,073,214.93 4600 Gross Revenues - Website Development 4620 Gross Revenues - Website Concepts 4,360.00 4630 Gross Revenues - Website Design 16,047.50 4640 Gross Revenues - Development 52,632.32 4660 Gross Revenues - WD Project Management 47,103.72 Total 4600 Gross Revenues - Website Development 120,143.54 4700 Gross Revenues - Media 4710 Gross Revenues - Media Strategy 66,030.80 4720 Gross Revenues - Planning 53,924.16 4730 Gross Revenues - Placement 3,183,343.78 4740 Gross Revenues - Media Management 129,983.61 4750 Gross Revenues - M Project Management 30,849.88 Total 4700 Gross Revenues - Media 3,464,132.23 Total Income $7,493,201.83 Cost of Goods Sold 5100 Cost of Goods Sold - Brand Design 5110 Cost of Goods Sold - Immersion and Positioning Concepts 12,331.87 5140 Cost of Goods Sold - Identity 4,051.11 5160 Cost of Goods Sold - Collateral Concept 4,483.98 5170 Cost of Goods Sold - Collateral Design 7,331.72 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 3/6 TOTAL 5180 Cost of Goods Sold - BD Project Management 32,157.93 Total 5100 Cost of Goods Sold - Brand Design 60,356.61 5200 Cost of Goods Sold - Experience Design 5220 Cost of Goods Sold - Operations Guide Creation 139.07 5230 Cost of Goods Sold - Implementation Strategy 374.56 5240 Cost of Goods Sold - Experience Analysis 577.89 5250 Cost of Goods Sold - ED Production 4,693.88 5260 Cost of Goods Sold - ED Project Management 2,284.53 Total 5200 Cost of Goods Sold - Experience Design 8,069.93 5300 Cost of Goods Sold - Creative Campaigns 5310 Cost of Goods Sold - Campaign Strategy 1,429.38 5320 Cost of Goods Sold - Campaign Concept 34,537.15 5330 Cost of Goods Sold - Campaign Execution 7,852.91 5340 Cost of Goods Sold - Campaign Production 8,262.64 5350 Cost of Goods Sold - Marketing Collateral 13,505.14 5360 Cost of Goods Sold - CC Project Management 1,857.46 Total 5300 Cost of Goods Sold - Creative Campaigns 67,444.68 5400 Cost of Goods Sold - Social Media 5410 Cost of Goods Sold - Social Strategy 2.35 5420 Cost of Goods Sold - Content Creation 1,753.97 5430 Cost of Goods Sold - Engagement 139,864.63 5440 Cost of Goods Sold - Monitoring and Outreach 10,388.32 5450 Cost of Goods Sold - Reporting and Optimization 418.48 5460 Cost of Goods Sold - SM Project Management 123.56 Total 5400 Cost of Goods Sold - Social Media 152,551.31 5500 Cost of Goods Sold - Content Studios 5510 Cost of Goods Sold - Pre- Production 1,868.03 5520 Cost of Goods Sold - Production 118,953.72 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 4/6 TOTAL 5530 Cost of Goods Sold - Post Production 127,502.20 5540 Cost of Goods Sold - CS Project Management 40,622.42 Total 5500 Cost of Goods Sold - Content Studios 288,946.37 5600 Cost of Goods Sold - Website Development 5630 Cost of Goods Sold - Website Design 480.00 5640 Cost of Goods Sold - Development 44,341.46 Total 5600 Cost of Goods Sold - Website Development 44,821.46 5700 Cost of Goods Sold - Media 5730 Cost of Goods Sold - Placement 3,210,549.19 5740 Cost of Goods Sold - Media Management 330.00 Total 5700 Cost of Goods Sold - Media 3,210,879.19 Total Cost of Goods Sold $3,833,069.55 GROSS PROFIT $3,660,132.28 Expenses 6100 Payroll Expenses 6110 Salaries 1,841,430.34 6120 Compensation to Officers 270,859.48 6125 Manager Wages - Tony 111,035.20 6130 Payroll Taxes 187,521.29 6140 Payroll Processing Fees 4,796.20 6150 Employee 401k 0.00 Total 6100 Payroll Expenses 2,415,642.51 6200 Insurance 6210 Workers Comp 5,489.00 6220 Employee Health Benefits 123,006.14 6230 Property Insurance 23,328.38 6240 Automobile Insurance 0.00 Total 6200 Insurance 151,823.52 6300 Rent 6310 Rent- FL 146,520.00 6320 Rent- CA 10,765.00 Total 6300 Rent 157,285.00 6400 Building Maintenance 6410 Cleaning 4,762.43 6420 Telephone 26,702.56 6430 Repairs 21,507.54 6440 Utilities 15,294.42 Total 6400 Building Maintenance 68,266.95 6500 Sales Efforts 6510 Client Growth 19,300.86 6520 New Business 40,868.41 Total 6500 Sales Efforts 60,169.27 57 Profit and Loss Statements - 2017 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 5/6 TOTAL 6600 Finance Expenses 6610 Taxes and Fees 7,221.36 6620 Bank Fees (deleted)298.02 6630 Line of Credit Interest 3,735.94 6640 Lease Interest 787.34 Total 6600 Finance Expenses 12,042.66 6700 Professional Fees 6710 Accounting 7,771.50 6720 Legal 21,727.29 Total 6700 Professional Fees 29,498.79 6800 Professional Development 6810 T&I Meals 1,308.23 6820 T&I Travel 10,941.03 6830 Training & Inspiration 19,865.47 Total 6800 Professional Development 32,114.73 6900 Office Expenses 6905 Supplies- MP 4,000.57 6910 Transportation- MP 17,475.23 6915 Meals- MP 23,030.23 6920 Travel- MP 31,632.64 6925 Supplies- TM (deleted)6,040.50 6930 Transportation- TM (deleted)7,787.70 6935 Meals- TM (deleted)11,561.25 6940 Lease Expense 596.55 6940 Travel- TM (deleted)8,034.07 6945 Office Supplies 70,953.33 6947 Small Asset Purchases - De Minimis Safe Harbor 3,754.75 6950 Department Meetings 20,828.37 6955 Charitable Contributions 5,000.00 6960 Software 19,532.60 6965 Culture 29,528.00 6970 CA- Travel & Meals 27,730.70 Total 6900 Office Expenses 287,486.49 7000 Marketing 7010 Awards 1,265.00 7020 Collateral 6,295.98 7030 Website 3,246.90 Total 7000 Marketing 10,807.88 7100 Recruiting 7110 Career Sites 5,450.75 7120 Meals & Travel 2,089.02 Total 7100 Recruiting 7,539.77 Total Expenses $3,232,677.57 NET OPERATING INCOME $427,454.71 Other Income 4901 Gross Revenues - Interest 108.26 4999 Gain/ Loss on Sale of Asset 15,653.04 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 6/6 TOTAL Total Other Income $15,761.30 Other Expenses Unrealized Gain or Loss 0.00 8000 Depreciation Expense 98,817.27 Total Other Expenses $98,817.27 NET OTHER INCOME $ -83,055.97 NET INCOME $344,398.74 58 Profit and Loss Statements - 2018 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 1/6 Spark Branding House, Inc. PROFIT AND LOSS January - December 2018 TOTAL Income 4100 Gross Revenues - Brand Design 4110 Gross Revenues - Immersion and Positioning Concepts 184,585.07 4120 Gross Revenues - Brand Architecture 106,887.43 4130 Gross Revenues - Naming 62,082.90 4140 Gross Revenues - Identity 170,970.74 4150 Gross Revenues - BD Production 15,671.66 4160 Gross Revenues - Collateral Concept 35,451.25 4170 Gross Revenues - Collateral Design 96,384.26 4180 Gross Revenues - BD Project Management 940,588.58 Total 4100 Gross Revenues - Brand Design 1,612,621.89 4200 Gross Revenues - Experience Design 4210 Gross Revenues - Service Concept 71,047.91 4220 Gross Revenues - Operations Guide Creation 10,092.93 4230 Gross Revenues - Implementation Strategy 19,950.00 4240 Gross Revenues - Experience Analysis 4,000.00 4250 Gross Revenues - ED Production 13,600.00 4260 Gross Revenues - ED Project Management 137,023.24 Total 4200 Gross Revenues - Experience Design 255,714.08 4300 Gross Revenues - Creative Campaigns 4310 Gross Revenues - Campaign Strategy 111,140.35 4320 Gross Revenues - Campaign Concept 191,806.28 4330 Gross Revenues - Campaign Execution 95,431.76 4340 Gross Revenues - Campaign Production 541,446.51 4350 Gross Revenues - Marketing Collateral (deleted) 45,591.50 4360 Gross Revenues - CC Project Management 960,238.62 Total 4300 Gross Revenues - Creative 1,945,655.02 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 2/6 TOTAL Campaigns 4400 Gross Revenues - Social Media 4410 Gross Revenues - Social Strategy 25,642.48 4420 Gross Revenues - Content Creation 104,099.98 4430 Gross Revenues - Engagement 42,173.33 4440 Gross Revenues - Monitoring and Outreach 18,920.00 4450 Gross Revenues - Reporting and Optimization 140,516.75 4460 Gross Revenues - SM Project Management 353,396.17 Total 4400 Gross Revenues - Social Media 684,748.71 4500 Gross Revenues - Content Studios 4510 Gross Revenues - Pre-Production 215,934.21 4520 Gross Revenues - Production 1,199,745.98 4530 Gross Revenues - Post Production 866,225.29 4540 Gross Revenues - CS Project Management 59,665.93 Total 4500 Gross Revenues - Content Studios 2,341,571.41 4600 Gross Revenues - Website Development 4620 Gross Revenues - Website Concepts 3,837.50 4630 Gross Revenues - Website Design 34,000.00 4640 Gross Revenues - Development 27,096.10 4650 Gross Revenues - Maintenance 625.00 4660 Gross Revenues - WD Project Management 34,930.45 Total 4600 Gross Revenues - Website Development 100,489.05 4700 Gross Revenues - Media 4710 Gross Revenues - Media Strategy 96,529.96 4720 Gross Revenues - Planning 23,060.00 4730 Gross Revenues - Placement 1,238,317.08 4740 Gross Revenues - Media Management 20,595.82 4750 Gross Revenues - M Project Management 169,738.00 Total 4700 Gross Revenues - Media 1,548,240.86 Total Income $8,489,041.02 Cost of Goods Sold 5100 Cost of Goods Sold - Brand Design 5180 Cost of Goods Sold - BD Project Management 174,380.80 Total 5100 Cost of Goods Sold - Brand Design 174,380.80 5200 Cost of Goods Sold - Experience Design Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 3/6 TOTAL 5220 Cost of Goods Sold - Operations Guide Creation 55.13 5230 Cost of Goods Sold - Implementation Strategy 47,464.00 5240 Cost of Goods Sold - Experience Analysis 8,840.00 5250 Cost of Goods Sold - ED Production 3,480.01 Total 5200 Cost of Goods Sold - Experience Design 59,839.14 5300 Cost of Goods Sold - Creative Campaigns 5310 Cost of Goods Sold - Campaign Strategy 2,625.00 5320 Cost of Goods Sold - Campaign Concept 8,129.75 5330 Cost of Goods Sold - Campaign Execution 116,981.07 5340 Cost of Goods Sold - Campaign Production 73,444.59 5350 Cost of Goods Sold - Marketing Collateral 9,119.00 5360 Cost of Goods Sold - CC Project Management 199.45 Total 5300 Cost of Goods Sold - Creative Campaigns 210,498.86 5400 Cost of Goods Sold - Social Media 5410 Cost of Goods Sold - Social Strategy 10.41 5420 Cost of Goods Sold - Content Creation 3,598.27 5430 Cost of Goods Sold - Engagement 8,167.49 5440 Cost of Goods Sold - Monitoring and Outreach 2,801.28 5450 Cost of Goods Sold - Reporting and Optimization 1,000.00 5460 Cost of Goods Sold - SM Project Management 3,507.27 Total 5400 Cost of Goods Sold - Social Media 19,084.72 5500 Cost of Goods Sold - Content Studios 5510 Cost of Goods Sold - Pre- Production 1,272.81 5520 Cost of Goods Sold - Production 649,965.76 5530 Cost of Goods Sold - Post Production 185,235.12 5540 Cost of Goods Sold - CS Project Management 641.21 Total 5500 Cost of Goods Sold - Content Studios 837,114.90 5600 Cost of Goods Sold - Website Development Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 4/6 TOTAL 5640 Cost of Goods Sold - Development 45,913.75 Total 5600 Cost of Goods Sold - Website Development 45,913.75 5700 Cost of Goods Sold - Media 5730 Cost of Goods Sold - Placement 928,031.33 5740 Cost of Goods Sold - Media Management 6,500.00 Total 5700 Cost of Goods Sold - Media 934,531.33 Total Cost of Goods Sold $2,281,363.50 GROSS PROFIT $6,207,677.52 Expenses 6100 Payroll Expenses 6110 Salaries 2,469,624.70 6120 Compensation to Officers 281,005.96 6130 Payroll Taxes 186,710.59 6140 Payroll Processing Fees 4,569.50 6150 Employee 401k 28,445.25 Total 6100 Payroll Expenses 2,970,356.00 6200 Insurance 6210 Workers Comp 12,838.55 6220 Employee Health Benefits 170,032.25 6230 Property Insurance 19,407.59 6240 Automobile Insurance 3,381.31 Total 6200 Insurance 205,659.70 6300 Rent 6310 Rent- FL 153,984.00 6320 Rent- CA 28,800.00 Total 6300 Rent 182,784.00 6400 Building Maintenance 6410 Cleaning 5,546.17 6420 Telephone 26,458.31 6430 Repairs 21,115.68 6440 Utilities 24,647.07 Total 6400 Building Maintenance 77,767.23 6500 Sales Efforts 6510 Client Growth 8,111.25 6520 New Business 14,072.16 6530 Client Gifts 1,472.64 Total 6500 Sales Efforts 23,656.05 6600 Finance Expenses 6610 Taxes and Fees 9,300.45 6630 Line of Credit Interest 1,086.11 6640 Lease Interest 581.78 Total 6600 Finance Expenses 10,968.34 6700 Professional Fees 6710 Accounting 7,031.25 6720 Legal 4,287.50 6730 Operations 30,255.30 59 Profit and Loss Statements - 2018 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 5/6 TOTAL Total 6700 Professional Fees 41,574.05 6800 Professional Development 6810 T&I Meals 2,881.68 6820 T&I Travel 14,179.88 6830 Training & Inspiration 15,488.07 Total 6800 Professional Development 32,549.63 6900 Office Expenses 6905 Supplies- MP 8,893.84 6910 Transportation- MP 12,629.94 6915 Meals- MP 19,027.95 6920 Travel- MP 49,987.72 6940 Lease Expense 11,155.84 6945 Office Supplies 17,113.85 6946 Printer 7,818.21 6947 Small Asset Purchases - De Minimis Safe Harbor 46,265.97 6948 Transportation 745.28 6950 Department Meetings 16,741.04 6955 Charitable Contributions 2,500.00 6960 Software 42,649.21 6965 Culture 6963 Holiday Party 6,410.50 6964 Spark Day 6,993.52 6966 Happy Hour 7,098.03 6967 Office Decor 12,477.87 6968 Employee Goodwill 16,349.39 6969 Ageny Meetings 4,681.52 Total 6965 Culture 54,010.83 6970 CA- Travel & Meals 30,470.98 Total 6900 Office Expenses 320,010.66 7000 Marketing 7010 Awards 3,686.05 7020 Collateral 23,613.13 7030 Website 13,462.23 Total 7000 Marketing 40,761.41 7100 Recruiting 7110 Career Sites 13,711.55 7120 Meals & Travel 1,347.08 Total 7100 Recruiting 15,058.63 Total Expenses $3,921,145.70 NET OPERATING INCOME $2,286,531.82 Other Income 4900 Gross Revenues - Dividend 25.00 4901 Gross Revenues - Interest 1,221.55 4902 Parking Revenue 500.00 4903 Gain from Insurance Claims 7,348.60 4999 Gain/ Loss on Sale of Asset 8,332.50 Total Other Income $17,427.65 Accrual Basis Thursday, August 8, 2019 07:02 AM GMT-7 6/6 TOTAL Other Expenses Unrealized Gain or Loss 0.00 8000 Depreciation Expense 63,610.88 8010 Amortization Expense 0.00 Total Other Expenses $63,610.88 NET OTHER INCOME $ -46,183.23 NET INCOME $2,240,348.59 60 Statement of Cash Flow - 2016 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Thursday, August 8, 2019 09:11 AM GMT-7 1/2 Spark Branding House, Inc. STATEMENT OF CASH FLOWS January - December 2016 TOTAL OPERATING ACTIVITIES Net Income 664,049.84 Adjustments to reconcile Net Income to Net Cash provided by operations: 1200 Accounts Receivable (A/R)-475,656.05 1713 Due From Ventures (deleted)-4,500.00 1640 Brand- Accumulated Depreciation 591,867.29 2000 Accounts Payable (A/P)75,410.17 2105 AMEX:AMEX- Tony (deleted)21,948.71 2110 AMEX:AMEX- Mike 9,694.77 2120 AMEX:AMEX- Elliott 692.65 2125 AMEX:AMEX- Gabe (deleted)3,144.03 2130 AMEX:AMEX- Joe 14,713.87 2135 AMEX:AMEX- Nashira 9,500.00 2140 AMEX:AMEX- Amy-1 (deleted)5,673.51 2145 AMEX:AMEX- Michelle (deleted)26,631.02 2150 AMEX:AMEX- Amanda (deleted)22.95 2155 AMEX:AMEX- Dulani 4,283.49 2091 Apple - 4020 5,987.68 2092 Apple - 4021 6,684.75 2093 Apple - 4022 5,297.25 2094 Apple - 4023 9,559.44 2101 Customer Deposits 247,058.84 Total Adjustments to reconcile Net Income to Net Cash provided by operations: 558,014.37 Net cash provided by operating activities $1,222,064.21 INVESTING ACTIVITIES 1610 Furniture & Equipment -115,577.87 1617 Automobile -24,133.57 1620 Computer Hardware/ Software -481,606.66 1630 Leasehold Improvements -12,907.28 1220 Security Deposits -897.00 Net cash provided by investing activities $ -635,122.38 FINANCING ACTIVITIES 2205 Automobile Loan 18,164.07 3000 Capital Stock - AMM (deleted-1)667.00 3010 Capital Stock - MSP 1,000.00 3200 Retained Earnings -87,346.00 3210 Paid-In Capital AMM 60,200.00 3411 Distributions- AMM (deleted)-81,650.00 3417 Distributions- MSP -119,150.00 Net cash provided by financing activities $ -208,114.93 NET CASH INCREASE FOR PERIOD $378,826.90 61 Statement of Cash Flow - 2017 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Thursday, August 8, 2019 07:05 AM GMT-7 1/2 Spark Branding House, Inc. STATEMENT OF CASH FLOWS January - December 2017 TOTAL OPERATING ACTIVITIES Net Income 344,398.74 Adjustments to reconcile Net Income to Net Cash provided by operations: 1200 Accounts Receivable (A/R)-106,446.14 1713 Due From Ventures (deleted)4,500.00 1640 Brand- Accumulated Depreciation 70,358.05 2000 Accounts Payable (A/P)153,240.98 2100 AMEX 0.00 2105 AMEX:AMEX- Tony (deleted)-21,948.71 2110 AMEX:AMEX- Mike 16,068.49 2120 AMEX:AMEX- Elliott 4,403.41 2125 AMEX:AMEX- Gabe (deleted)1,852.05 2130 AMEX:AMEX- Joe -8,487.77 2135 AMEX:AMEX- Nashira 297.28 2140 AMEX:AMEX- Amy-1 (deleted)-3,431.90 2145 AMEX:AMEX- Michelle (deleted)-26,631.02 2150 AMEX:AMEX- Amanda (deleted)-134.45 2155 AMEX:AMEX- Dulani -230.28 2091 Apple - 4020 -5,707.88 2092 Apple - 4021 -5,054.10 2093 Apple - 4022 -2,472.26 2094 Apple - 4023 -5,249.44 2095 Apple - 4024 3,716.92 2096 Apple - 4025 12,848.77 2101 Customer Deposits 14,069.60 2510 Line of Credit 210,000.00 Total Adjustments to reconcile Net Income to Net Cash provided by operations: 305,561.60 Net cash provided by operating activities $649,960.34 INVESTING ACTIVITIES 1610 Furniture & Equipment -3,102.94 1620 Computer Hardware/ Software 152,088.84 1622 Studio Computer Equipment -73,754.59 1624 Studio Equipment & Furniture -158,465.80 1630 Leasehold Improvements -3,980.00 1220 Security Deposits -1,103.00 Net cash provided by investing activities $ -88,317.49 FINANCING ACTIVITIES 2205 Automobile Loan -4,221.84 3000 Capital Stock - AMM (deleted-1)-667.00 3010 Capital Stock - MSP 667.00 3200 Retained Earnings -200,800.00 Thursday, August 8, 2019 07:05 AM GMT-7 2/2 TOTAL 3411 Distributions- AMM (deleted)29,818.00 3417 Distributions- MSP -432,937.44 Net cash provided by financing activities $ -608,141.28 NET CASH INCREASE FOR PERIOD $ -46,498.43 Cash at beginning of period 378,826.90 CASH AT END OF PERIOD $332,328.47 62 Statement of Cash Flow - 2018 SPARK REQUEST FOR PROPOSAL NO. 19-07-02 5. FINANCIAL BACKGROUND Thursday, August 8, 2019 07:04 AM GMT-7 1/2 Spark Branding House, Inc. STATEMENT OF CASH FLOWS January - December 2018 TOTAL OPERATING ACTIVITIES Net Income 2,240,348.59 Adjustments to reconcile Net Income to Net Cash provided by operations: 1200 Accounts Receivable (A/R)-59,053.79 4904 Employee Cash Advances -137,516.70 1640 Brand- Accumulated Depreciation 39,883.80 1650 Brand - Accumulated Amortization 0.00 2000 Accounts Payable (A/P)-83,366.88 2100 AMEX 0.00 2110 AMEX:AMEX- Mike -13,932.61 2120 AMEX:AMEX- Elliott -120.84 2125 AMEX:AMEX- Gabe (deleted)-4,996.08 2130 AMEX:AMEX- Joe 12,569.49 2135 AMEX:AMEX- Nashira -1,849.91 2140 AMEX:AMEX- Amy-1 (deleted)-2,241.61 2150 AMEX:AMEX- Amanda (deleted)111.50 2155 AMEX:AMEX- Dulani 11,508.78 2165 AMEX:AMEX- Matt 292.61 2170 AMEX:AMEX- Shawna 4,623.56 2175 AMEX:AMEX- Brianna 6,685.86 2180 AMEX:AMEX- Katie 5,558.83 2200 Chase- Mike 893.58 2091 Apple - 4020 -279.80 2092 Apple - 4021 -1,630.65 2093 Apple - 4022 -2,824.99 2094 Apple - 4023 -4,310.00 2095 Apple - 4024 -1,149.72 2096 Apple - 4025 -3,514.10 2101 Customer Deposits -236,987.08 2510 Line of Credit -210,000.00 4905 Accrued Bonus 115,516.70 Total Adjustments to reconcile Net Income to Net Cash provided by operations: -566,130.05 Net cash provided by operating activities $1,674,218.54 INVESTING ACTIVITIES 1610 Furniture & Equipment -3,342.41 1620 Computer Hardware/ Software 18,199.51 1622 Studio Computer Equipment -11,818.99 1624 Studio Equipment & Furniture -14,939.22 1220 Security Deposits -2,100.00 Net cash provided by investing activities $ -14,001.11 FINANCING ACTIVITIES Thursday, August 8, 2019 07:04 AM GMT-7 2/2 TOTAL 2205 Automobile Loan -4,428.10 3200 Retained Earnings -603,919.44 3411 Distributions- AMM (deleted)51,832.00 3417 Distributions- MSP -99,537.44 Net cash provided by financing activities $ -656,052.98 NET CASH INCREASE FOR PERIOD $1,004,164.45 Cash at beginning of period 332,328.47 CASH AT END OF PERIOD $1,336,492.92 63