Strategies 360
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PROPOSAL CREATED BY STRATEGIES 360 FOR
Marketing, Branding, Campaign
Development & Digital Marketing
Services for LaQuinta, California
CONTACT US
Strategies 360
Samantha Marquez / samantham@strategies360.com / (562) 397-5583
Visit us online at strategies360.com
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OFFICES DEDICATED
TO THIS EFFORT
Seattle, Washington
Headquarters
1505 Westlake Avenue North, Suite 1000
Seattle, WA 98109
P: 206.282.1990
Orange County, California
400 Spectrum Center Drive, 19th Floor
Irvine, CA 92618
P: 626.373.3146
samantham@strategies360.com
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TABLE OF CONTENTS
COVER LETTER ..................................................................................... 4
ABOUT US .............................................................................................. 5
KEY PERSONNEL .................................................................................. 7
REFERENCES / SIMILAR PROJECTS ............................................... 19
CONTRACTUAL REQUIREMENTS .................................................. 26
APPROACH ........................................................................................... 28
PROJECT WORKPLAN AND BUDGET ............................................. 36
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COVER LETTER
January 7, 2022
Hello.
Dear City of La Quinta:
On behalf of Strategies 360, thank you for the opportunity to submit a proposal in response to RFP
#12032021. We are excited about this opportunity to work with the City of La Quinta and believe
that our unique approach to the work and our commitment to getting the results you need to make
our partnership robust and successful.
We know the City of La Quinta and your role as a leader and trendsetter in the Coachella Valley.
Even more, we know the responsibility entrusted to municipal governments like yours to
communicate honestly, effectively, and in a manner that best represents your constituents. We
deeply understand your accountability to elected leaders and voters.
We believe Strategies 360 is uniquely positioned to partner with the City of La Quinta on this
important effort given our ability to integrate disciplines not traditionally found in the same
marketing agency. Our firm combines communications, public affairs, design, marketing and
advertising, and more. Our multidisciplinary team brings out the best in all of us, challenging us to
look at every problem from every angle. And, more importantly, we look at innovative ways to
create campaigns that serve your wide-ranging needs.
The proposal that follows is intended to outline our experience and expertise with branding, public
relations for public agencies, video, design, and digital marketing. We have extensive experience
throughout Southern California engaging the public on behalf of local government agencies. We
bring our full suite of services to bear in engaging with the public, which means we run tailor-made
campaigns in-house with a multidisciplinary team that works together seamlessly.
We look forward to discussing this proposal further and answering any questions you may have as
you finalize your decision. All information and pricing provided in this proposal is valid for 90 days
from the date of submittal. Please feel free to reach out to me directly with any questions at
samantham@strategies360.com or at 626-373-3146. Thank you in advance for your kind
consideration.
Best regards,
Samantha Marquez, Senior Vice President
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ABOUT US
We are Strategies 360 and our calling is
to drive lasting change.
We are Strategies 360 and our calling is to drive lasting change. With
offices in 13 states as well as California,Washington, D.C., Vancouver, BC
and Ontario, Canada, Strategies 360 is a leading public affairs,
communications, research, and marketing firm. Founded in 2004, our team
is drawn from the worlds of communications, advertising, marketing and
design, the news media, quantitative and qualitative research, government,
and politics. We bring deep expertise, integration and sharp, strategic
thinking to all our clients. By offering more services under one roof, we
guarantee the City of La Quinta, a seamless, tailored approach, crafted to
meet your specific needs and overall objective of engaging the community
and promoting the City at the highest level.
Strategies 360 is incorporated in Washington state and is independently
owned and operated, it is not owned or controlled by a parent company or
parent organization. S360’s TIN is: 91-1304555.
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ABOUT US
Our services include:
n Communications:
Message Development
Public Relations
Media Relations
Strategy
Reputation Management
n Creative Services:
Branding
Marketing & Advertising
Media Strategy
Videography / Video Production
Media Planning, Buying, ongoing Management
Design Production
Social Media Content Development & Management
n Web Development & Engineering
Public Affairs and Government Relations:
Advocacy - local, state and federal
Coalition Building
Campaigns - including collateral, fundraising, and voter engagement
Policy development
n Research:
Executive and Opinion Leader Research
Message Development
Public Opinion Polling
Targeting and Segmentation
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KEY PERSONNEL
Our team. Your partners.
We have compiled a team of professionals led by our colleagues in Orange
County and working across our Creative, Research, and Web Engineering
Group. At Strategies 360, we are accustomed to teamwork to get the best
result for the client. Our team relies on varied tactics across our areas of
expertise to get the best results possible and our seamless collaboration is
the foundation of our client success.
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KEY PERSONNEL
Samantha Marquez
Senior Vice President, Orange County
Samantha is a community relations specialist
with nearly a decade of experience in legislative
affairs, targeted policy messaging, and public
agency communications. As Senior Vice
President of the Orange County office for S360,
she oversees the team’s public agency portfolio
and spearheads business development.
Prior to S360, Samantha served as Vice President of Presidio Strategic Communications, where
she managed the public affairs work on behalf of the firm’s clients. Samantha also served the
California Assembly Majority Leader, first as a Senior Field Representative and later as District
Director. In these roles, she blended her policy expertise with strategic communications and
community outreach to connect the public and District leadership on critical issues. She currently
serves as the Chair of the La Puente Community Foundation, a nonprofit organization. She enjoys
spending time with her 3-year-old twins and partner, Addison, at Disneyland or camping throughout
Southern California in her free time.
EMPLOYMENT EXPERIENCE
Strategies S360, formerly Presidio Communications, Inc.
Senior Vice President, Orange County, CA
2019-Present
California State Assembly Majority Leader’s Office, 57th District
District Director
2013-2019
EDUCATION
University of California at Riverside, B.A. in Political Science
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Hannah Dragoo
Communications and Public Affairs Manager
Hannah specializes in policy research, media
relations, marketing campaigns, and social media
content creation. She also oversees officewide
communications and client management.
Hannah has experience in the public, private, and
nonprofit sectors supporting organizations with
their communications and public relations
strategies. Prior to S360, Hannah was a client and
project manager for Presidio Communications Inc., a communications firm where she primarily
worked with K-12 school districts. She has also supported nonprofit organizations' strategic
communications needs, including Together We Rise, March of Dimes, and the Newport Beach Film
Festival.
EMPLOYMENT EXPERIENCE
Strategies 360 formerly Presidio Communications, Inc.
Communications and Public Affairs Manager
2020-Present
EDUCATION
California State University at Fullerton, B.A. in Communications with an emphasis in Public
Relations, Minor in Business Administration
Josef Holper
Account Manager
Josef is responsible for communication
consultations, social media management, community
outreach, content creation, and overall oversight of
projects on behalf of the client.
Previously Josef served as the Communications
Director and Senior Field Representative for State
Assembly Member Sharon Quirk-Silva for three years. Josef oversaw all internal and external
communications on behalf of Assembly Member Quirk-Silva, including drafting talking points,
press relations, and event management. He has extensive experience working on campaigns on the
local to federal level including strategy and community outreach.
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EMPLOYMENT EXPERIENCE
Strategies 360 formerly Presidio Communications, Inc.
Account Manager
2021-Present
California State Assembly, 65th District
Senior Field Representative/Communications Director
2018-2021
EDUCATION
Valparaiso University, J.D. from School of Law
California State University at Fullerton, B.A. in English
Kevin Patnik
Vice President, Brand Strategy
Kevin is a strategist, creative director, and writer
who specializes in verbal identity—the way brands
express themselves and connect with audiences
through stories, language, and voice. He currently
leads all brand work at Strategies 360, including
the development of solid strategy and working
with our creative teams to ensure the strategy is
being expressed through top notch creative.
Kevin’s previous major branding projects include KUOW 94.9, KEXP 90.3, Seattle Department of
Neighborhoods, Seattle Colleges, Port of Vancouver USA, Bristol Bay Native Corporation, and
Starbucks Roastery & Reserve Brand. Prior to agency life, he spent 15 years as a marketing and
advertising professional in media, arts organizations, and entertainment companies. Kevin was
chosen for this project because his focus on brand make sure that every piece of communication
feels authentic to you and speak effectively to your audiences.
EMPLOYMENT EXPERIENCE
Strategies 360 - Seattle, WA
Vice President, Brand Strategy, 2019 - present
Phinney Bischoff
Sr Creative & Brand Strategist, 2018 - 2019
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Strategies 360
Creative Director, Brand Strategist, 2013 -2018
Pyramid Communications-
Editorial Director, July 2008 - July 2013
Village Voice Media/ Seattle Weekly
Marketing Director, 2006 - 2008
One Reel/Bumbershoot
Creative Director, Advertising & Promotions, 2004 - 2005
EDUCATION
Pennsylvania State University, B.A. in Media Studies & English, Magna Cum Laude
Arnold Phommavong
Vice President, Creative Director
Arnold Phommavong has been a creative director
and designer for the past ten years. He utilizes
research and empathy to understand end-user needs
and create a seamless user experience in both print
and digital environments. As a Creative Director,
Arnold mentors and art directs junior staff, ensuring
design solutions map back to brand strategy while
maintaining quality control of design products. He
works closely with the other creative directors and
brand strategists, ensuring creative adheres to established brands.
Arnold has created compelling design systems for KUOW 94.9 Public Radio, KEXP, Adrift Hotels,
and United Way of the Columbia-Willamette. He has also worked for governmental agencies like
the Idaho State Board of Education, Idaho Workforce Development Council, University of Alaska
Fairbanks, and the Port of Vancouver, along with Alaska Native Corporations such as Bristol Bay
Native Corporation and Koniag, Inc.
Arnold was selected for this project because of his history with large organizations, which has honed
his big-picture strategic perspective. Although his background is in design, he brings to a project a
leadership perspective that encompasses all disciplines. . He is highly capable of crafting strategic
programs with the right amount of cohesive glue to make them stick and drive results.
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EMPLOYMENT EXPERIENCE
Strategies 360 - Seattle, WA
Creative Director, 2015 – Present
AIGA Seattle
Vice President, Design for Good, 2016 – Present
Pyramid Communications
Senior Designer, 2011 – 2015
AmeriCorps VISTA: OlyCap
Marketing Coordinator, 2009 – 2010
EDUCATION
University of Kansas, B.F.A. Visual Communication – Graphic Design
Michael Baldwin
Art Director
As Art Director for Strategies 360, Michael
Baldwin delivers high-impact creative across a wide
range of sectors and industries. Whether working on
a multi-channel digital campaign, from-scratch
visual brand identity or new website, he consistently
raises the bar for our clients, bringing versatility,
vision, and a collaborative, can-do approach to
every project.
His client list includes Fortune 500 companies and global brands such as Alaska Airlines, Go-Lite,
Seattle’s Best Coffee, Bowflex, and Philips Sonicare. Michael has also worked on many
governmental agencies across the U.S. landscape including Idaho State Board of Education, Next
Steps Idaho, Bristol Bay Native Corporation, Elevate Washington, City of Redmond, and United
Way King County.
EMPLOYMENT EXPERIENCE
Strategies 360, Art Director, May 2018 – Present
Williams Helde Marketing Communications Art Director, Jan 2015 - November 2017 Sr. Designer,
July 2013 - December 2014
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Hagadone Directories, Graphic Designer, January 2012 - January 2013
Blind Renaissance, Contract Graphic Designer, July - October 2011
Creature, Graphic Artist Intern, October 2010 - January 2011
EDUCATION
Gonzaga University, Bachelor of Fine Arts
The Art Institute of Seattle, Graphic Design Coursework
Andrew Coleman Smith
Vice President, Video and Content
As Vice President of Content and Videography,
Andrew leads the video content creation for S360’s
creative services team. With a decade in multimedia
creation, Andrew provides the firm’s clients the
latest in creative storytelling capacity. From ideation
through editing, Andrew’s work delivers emotional
resonance that inspires and connects with people.
Andrew’s energy and passion for creative expression
emerged early. He has been making videos since he was 12. As a teenager, he interned as a
production assistant for Jupiter Entertainment after school and on weekends, often choosing work on
the set over social time with friends.
Following his passion, Andrew left school to pursue his art full time. From production assistant to
entrepreneur, he built his skills and a portfolio that includes fundraising impact stories, events,
promos, PSAs, and news segments. Andrew joined S360 from KING 5-TV, where he was a
marketing writer and producer. There, he won a Northwest Regional EMMY® Award for his
commercial work telling the story of a Pike’s Place flower farming family. Before KING, Andrew
cultivated his skills as a Producer at WBIR-TV in Knoxville, Tennessee and then built his own
business.
EMPLOYMENT EXPERIENCE
Strategies 360, Vice President, Content & Videography, 2019-present
KING 5 Creative Services, Writer/Producer, 2016-2019
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WBIR, Image Promotions Producer, 2014 - 2015
USA TODAY, Game of the Week Sideline Reporter and Content Creator, 2013 - 2014
WBIR, Community Relations Promotions Producer, 2013 - 2014
HONORS AND AWARDS
2016 Northwest Regional Emmy
2016 PromaxBDA® Local Award |Gold Winner 2016
PromaxBDA® Local Award |Bronze Winner
2015 ADDY® Award | Silver
2014 ADDY® Award | Gold
2014 ADDY® Award | Bronze
Gretchen Moosbrugger
Project Manager
Gretchen supports S360 clients as a project
manager with deep experience in corporate and
agency creative services. For each project, she
drives success by establishing a deep understanding
of the client goals, assessing the strengths of the
team, and creating plans and managing milestone
timelines that will guarantee results.
With over 15 years of experience at creative
agencies and in corporate creative services, Gretchen has managed branding, collateral and
advertising projects for luminary brands including Eddie Bauer, Keen Footwear and the Philadelphia
Phillies. She knows how to take an idea and make it a reality and keep a team moving forward both
within the agency and with clients. From designing a logo to building a full suite of marketing
collateral, Gretchen ensures the process runs smoothly.
EMPLOYMENT EXPERIENCE
Strategies 360 - Seattle, WA
Project Manager, 2019 – Present
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Amazon Web Services
Resource Manager, 2018 - 2019
Cognition Studio
Creative Project Manager, 2017
Rational
Resource Manager, 2016 - 2017
Eddie Bauer
Visual Merchandising Operations Manager, 2014 –2016
EDUCATION
Temple University, Bachelor of Arts, Journalism
Abraham Godong
Senior Vice President, Web Engineering Group
A veteran software developer and system
administrator, Abraham applies his skill and
expertise in project management, system and
infrastructure architecture and web
development best practices to lead the S360
Web Engineering Group’s development team.
In this role, Abraham helps clients leverage and
expand their technology assets – from online
advocacy portals to marketing-focused websites – to achieve objectives. He brings an uncanny sense
of value and efficiency to every project he tackles. Abraham is the person to go to talk about the
nuts-and-bolts of website development, system and infrastructure setup and could spend hours
talking about the latest technology in the field.
EMPLOYMENT EXPERIENCE
Strategies 360, Senior Vice President, Web Engineering Group, 2021 – current
Strategies 360, Vice President, Web Engineering Group, 2016 – 2021
FasterCampaigns, Co-founder & CTO, 2014 – 2016
Upwards Technologies, Senior Software Developer, 2012 – 2016
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Upwards Technologies, Software Developer, 2010 – 2011
Upwards Technologies, IT Analyst, 2008 – 2010
Downtown Seattle Association, CRM Developer & Database Administrator, 2006 – 2008
Wowrack, Network Administrator, 2003-2005
EDUCATION
Seattle University, MBA – Management and Finance
Seattle University, BSc – Computer Science with a minor in mathematics
Matt Davidson
Senior Vice President, Digital Marketing
Matt Davidson is a marketing leader with broad
experience in all core digital marketing functions
(communications, social media, digital strategy,
media buying, creative direction, landing page
development and online analytics). He is
constantly looking for the latest and greatest
digital tactics to incorporate across innovative
campaigns. Matt has been chosen for this team
because his deep experience in digital marketing,
and specifically in public outreach efforts, gives him valuable insights and experience to help us
target and communicate to often hard-to-reach individuals. Matt has a proven history of helping
clients cut through the noise and clutter to reach key audiences.
Matt runs our Digital Marketing Group, increasing visibility and results for clients across a broad
range of online marketing channels, including display advertising, email marketing and mobile ads.
With spending on digital advertising rapidly growing, Matt develops effective digital marketing for a
wide variety of clients and projects.
Prior to joining S360, Matt owned the online advertising agency, Sovo Media, where he managed
digital advertising campaigns across dozens of industries. Matt has worked with hundreds of
business owners to find ways to build awareness with potential customers. Matt also worked at
Microsoft where he was part of the launch of the company’s search engine, Bing.com, and
experienced a major evolution in search engine marketing. Matt eventually expanded his role at
Microsoft to work with advertisers interested in building exposure across all of Microsoft’s online
properties, including Hotmail, MSN, and Xbox.
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Matt is also an author who recently wrote a best-selling book on search engine marketing, “Step-By-
Step SEO: The Complete Guide To Search Engine Success,” and is a frequent contributor to
publications focused on digital advertising.
A native of Los Angeles, Matt happily traded the concrete jungle for the verdant northwest, where he
enjoys spending time outdoors as much as possible. Matt, a newlywed who lives in Seattle, is also
the only staff member with his own mini-putting green in the office.
EMPLOYMENT EXPERIENCE
Strategies 360 - Seattle, WA
SVP, Digital Marketing 2014 - Present
SOVO Media
Co-Founder and Director of Marketing 2010 - 2014
Microsoft Corp.
Account Executive, MSN 2006 - 2010
Media Specialist, MSN
EDUCATION
Woodbury University, B.S., Business Management with Minor in Computer Information Systems,
Magna Cum Laude
Drew Lieberman
Executive Vice President, Research
Drew directs Strategies 360′s national research
practice, leading public opinion efforts and
providing strategic advice to clients that include
political campaigns, corporations, issue advocacy
organizations, foundations, and the media. Drew has
appeared on NPR, authored opinion pieces for
Politico and the Huffington Post, and his research
and commentary have been featured in news outlets
from coast to coast, including the New York Times,
Los Angeles Times, and Washington Post. Beginning in 2009, Drew helped re-launch the Los
Angeles Times-University of Southern California poll, building it into one of the most acclaimed
public polls in the country. He has also served as a guest lecturer for several colleges and
universities. With an extensive background in electoral politics, Drew serves or has served as
pollster and advisor to elected officials at all levels of government, including former Chicago Mayor
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Rahm Emanuel, former U.S. Senator Joe Lieberman, and governors and members of Congress
across the country. He was pollster for Maricopa County Sheriff Paul Penzone in his defeat of Joe
Arpaio, and he most recently helped elect Todd Gloria mayor of San Diego. Drew has a broad range
of experience across a diverse group of sectors, from energy to investment banking to infrastructure.
He has a particularly strong background in land use campaigns and on public health issues.
EMPLOYMENT EXPERIENCE
Greenberg Quinlan Rosner, Vice President, 2006-20015
U.S. Congressman Heath Shuler, Campaign Manager, 2005-2006
U.S. Congresswoman Stephanie Herseth, Get Out The Vote Director, 2004
Democratic Congressional Campaign Committee
Regional Political Director, 2004-05
Candidate Services Director, 2003-04
National Field Coordinator, 2002
EDUCATION
Vanderbilt University, B.A. in American Studies with a minor in Spanish, cum laude
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REFERENCES / SIMILAR PROJECTS
Experience. Creative. Opportunity.
Our customer base is diverse and includes numerous public agencies at the
state and local levels, non-profits and foundations, tribal governments, and
private companies in a diverse range of industries, including education,
healthcare, high-tech, energy, transportation/infrastructure, natural
resources, hospitality, retail, and more. Clients include some of the largest
private foundations and Fortune 500 companies.
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CASE STUDIES
Bristol Bay Native Corporation
2013 – Present
REFERENCE
Jason Metrokin, President & CEO
Phone: (907) 278-3602
Email: jmetrokin@bbnc.net
Relevance
Bristol Bay Native Corporation (BBNC), the second largest Alaskan company, has contracted S360
as their agency of record for more than six years. In that time, we’ve provided a full spectrum of
brand, marketing, and advertising services to elevate BBNC’s brand and increase awareness while
also demonstrating BBNC’s contributions to its shareholders, communities, and to the state’s
economy.
Scope and Services
Research & Message Testing
Brand Strategy
Brand Visual & Verbal Identity
Advertising Campaign Strategy
Advertising Campaign Development
Website Design, Development, & Maintenance
Media Strategy, Planning & Management
Photography, TV & Radio Production
Social Media Strategy & Community Management
Communications & Crisis Management
Shareholder Communications
Staff
Kevin Patnik, Brand Strategist; Arnold Phommavong, Creative Director; Sunshine Stevens, Creative
Director – Advertising and Marketing; Michael Baldwin, Art Director; Jessika Verduzco, Designer;
Matt Davidson, Digital Marketing, Drew Lieberman, Research Lead; Tiera Lanier; Technical Project
Lead.
Outcome
BBNC was named the Corporate Marketer of the Year from 2012 -2015 and continues
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to win awards for individual projects such as annual reports and radio spots. The American
Marketing Association and polling conducted by S360’s research team throughout the course of each
campaign, shows that BBNC continues to see large increases in corporate favorability and statewide
name recognition. BBNC is now the most positively viewed Native Corporation in Alaska.
Importantly, subsequent focus groups and polling have demonstrated that the campaign’s focus on
the Bristol Bay region and the importance of fishing and salmon to the people of the region—a key
attribute of BBNC’s brand story—has subtly, yet clearly, communicated BBNC’s anti-Pebble Mine
position. This has helped BBNC avoid any backlash in corporate favorability by being seen as
getting involved in a very politically charged issue.
BBNC’s brand recognition has also seen substantial up-ticks amongst peer organizations. Finally,
the brand’s focus on economic development resonates loudly throughout Alaska—a state that has
just come out of recession, yet recovery looks mild in the short-term.
Strategies 360 has run a variety of PSAs created in-house to help build better community
engagement with BBNC. These campaigns have included social media, search marketing, display
ads and pre-roll video. This has resulted in significant exposure and increasing favorability based on
regular polling data. Results include:
n 91,077,394 impressions
n 5,164,976 video views
n 244,199 website visitors from the campaign
View the Work
https://www.strategies360.com/bbnc/
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Bristol Bay Native Corporation
BROADCAST
PRINT
BBNCONNECT.COM
OOH
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Next Steps Idaho
2015 – Present
REFERENCE
Byron Yankee, College and Career Advising Program Manager, Idaho State Board of Education
Phone: (208) 332-1596
Email: Byron.yankee@osbe.idaho.gov
Relevance
S360 has worked with the Idaho State Board of Education on the Next Steps Idaho website since the
beginning of the project in 2015. Our research helped the Board clarify its goal of creating an online
hub of information for students and informed the development of the Next Steps Idaho brand
foundation. Over the years, at different times, we have provided a full range of communications,
creative services, strategic planning, web development and maintenance services to support the Next
Steps Idaho website and State Board of Idaho initiatives.
Scope and Services
Multiple Research Projects
Brand Development (Visual & Verbal Identities)
Design Production
Graphic Design
Copywriting & Content Development
Custom Photography
Website Design, Development, & Maintenance
Video Production
Staff
Casey Bender, SVP Idaho, Account Director; Kevin Patnik, Brand Strategist; Arnold Phommavong,
Creative Director; Sunshine Stevens, Creative Director – Advertising and Marketing; Michael
Baldwin, Art Director; Matt Davidson, Digital Marketing; Drew Lieberman, Research Lead; Tiera
Lanier; Technical Project Lead.
Outcome
The work we have done on Next Steps Idaho has been a hallmark of our education practice
Statewide and a source of pride for our team and our firm—and we have seen the efforts of our
collaboration with the Office of the State Board of Education bear fruit. Idaho’s students now have
access to a comprehensive, easy-to-use resource for young Idahoans considering college or some
other form of postsecondary training. The strong brand foundation we have developed allows us
continues to evolve to help even more Idahoans, with adult learners as our next target audience for
2020-21.
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View the Work
https://www.strategies360.com/next-steps/
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City of Anaheim
2015 – 2020
REFERENCE
Greg Garcia, Assistant City Manager
Phone: (714) 765-5162
Email: ggarcia@anaheim.net
Relevance
Newly elected council members need to ensure that their constituents feel engaged and heard.
Otherwise, their legislative agendas can't come to fruition, and the promises they made during
election season can't be fulfilled.
Fortunately, our digital age provides us with more outreach opportunities than ever before. We made
it our goal to support the council member's in-person activities with a robust digital campaign to
engage constituents, build their trust, and make them aware of the important work done by the
Anaheim City Council.
The Presidio team developed a multi-pronged plan, including providing legislative analysis to the
council member and embarking upon an ambitious digital outreach effort. We also made it a priority
to produce high-quality graphics to include in a monthly newsletter to constituents and on social
media posts.
Scope and Services
Social Media Content Creation & Management
Monthly Email Newsletter
Graphic Design
Legislative Analysis
Outcome
We knew that our campaign would find success in this digital age, as more and more people engage
with their local representatives online, but we were thrilled at just how successful our social media
efforts were. We reached more than 27,000 constituents and generated over 520 social media posts,
effectively interacting with the community and building trustworthy lines of communication.
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CONTRACTUAL REQUIREMENTS
Strategies 360 meets all of the requirements outlined in the City’s Request
for Proposal and has included affirmations herein.
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DISCLOSURE (D)
D. Disclosure of any alleged significant prior or ongoing contract failures, any civil or
criminal litigation or investigation pending, which involves the Proposer or in which the
Proposer has been judged guilty or liable within the last five years. If there is nothing to
disclose, Proposer must state such in writing.
S360 has no alleged significant prior or ongoing contract failures, civil or criminal litigation or
investigation pending, which involves S360 or in which S360 has been judged guilty or liable within
the last 5 years.
GUARANTEE OF WORK PRODUCT (E)
E. Description of Proposer's warranty/guarantee of work product.
Strategies 360 aims to provide excellent client services and will work closely with the client to
ensure that all work is performed in accordance with client expectations. Within each workplan,
Strategies 360 will provide an outline of the creative process including timelines, rounds of review
and client approvals prior to execution. Any technical or web engineering work will be conducted in
the same manner with additional 30-day period included for addressing bugs.
SUBCONTRACTORS (F)
F. Subcontracting any portion(s) of the Scope of Services is allowed; however, Proposer
shall provide details on the role of any subcontractor that will be used.
Strategies 360 does not plan to subcontract any of the work included in this proposal.
INSURANCE (G) -
G. A statement that, if selected, a Proposer will provide the minimum insurance coverage
and indemnification noted in Attachment 1.
Strategies 360 affirms that it will provide the minimum insurance coverage noted in Attachment 1.
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APPROACH
Getting results.
At Strategies 360 our work is rooted in a strategic approach to brand,
creative, and communications work. Our integrated approach unites project
teams around a common objective so that every element of a brand or
communication tactic feels harmonious and impactful. We think of our
work in four broad phases. Each phase helps us bring stakeholders into
alignment around key decision points and informs the phase to follow.
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APPROACH
Discover
We start with you. We become partners, companions, confidantes. You’re at the table with us every
step of the way—making decisions, settling differences, building alignment, and moving the strategy
forward. We establish relationships with every client—one anchored in mutual trust and respect, and
built upon straight talk, listening, and understanding.
We will discuss any larger context surrounding the city and it’s objectives – we dive deep, getting to
know you, your challenges and strengths, and inventory all of the available assets at your disposal.
This can include brand strategy, visual and verbal brand guidelines, communication pieces and
existing marketing and advertising collateral, existing research, and future focused city plans. This
phase may involve full team discussion and conversations as well as small group or individual
interviews so that we can take time to understand the context and history of key issues. This phase is
collaborative with any other partner agency – we incorporate considerations for upcoming
marketing, event, or other key milestones and plans.
Define
We define the overarching approach and strategic plan after the discover phase. During the define
phase we determine what our deliverables should be and incorporate time for review, discussion, and
revision. Critical at this stage is taking the time to articulate not just what we should deliver, but why
each deliverable is necessary and how it supports the main goals of S360’s advocacy on your behalf.
This phase could include the development of a master timeline and workplan in conjunction with
other ongoing efforts like marketing or advertising plans, events, or other key milestones and
presented to you for your review and input. Once we have alignment around the workplan, we are
off and running.
Develop
The develop phase begins with any necessary brand work identified in the Define phase. This could
include the development of communication and public relations plans, key brand strategy
components, revisions or expansion of your verbal or visual identity, or the development of key
brand or audience messaging. This comprehensive brand foundation serves as the strategic North
Star for any and all creative work that follows. It ensures that your photography, video, website,
newsletters, and digital efforts all align with your strategic objectives and feel authentic to you. This
strategic brand-forward approach is what elevates and differentiates La Quinta from your
competitors, and helps you connect with your audiences.
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Deliver
When it comes time to deliver, your entire S360 team engages. Communication and public
engagement plans kick off, photo and video shoots build a library of brand assets to draw on, digital
advertising is designed and deployed, newsletter templates begin to send, and websites are updated
and expanded.
S360 believes in an integrated and collaborative approach to our work – we have outlined
below the sections of the RFP that we think we are uniquely and strongly qualified to deliver
for La Quinta. We would welcome a collaborative partnership with any agency who was
scoped to deliver any of the additional areas of work.
Graphic Design
S360’s multidisciplinary design team based on our Seattle headquarters supports client work
throughout the firm in the development of brand identity, print collateral, digital and website design
that helps connect our clients with their audiences and inspire them to action. All of our design work
is guided by the brand strategy outlined in your brand guidelines – bringing consistency to your
brand expression across any print or digital medium.
Newsletter Development and Publication
An eye-catching strategic digital newsletter is a critical tool for a public agency's communications
toolbox. S360 will work with you to create and publish a digital monthly newsletter that mirrors
your agency's goals, brand, and community. Our team of experienced and dedicated professionals
will work closely with staff to develop the product that best fits your agency's needs. We have
produced multilingual digital newsletters, understand the nuances of resident and economic
development communications, and are ready to expand your newsletter’s reach and impact.
Photography Services
S360 would work with the client to build out a library of photography assets. These brand assets
would be developed in line with your brand strategy and visual brand guidelines to create a cohesive
set of assets that are instantly recognizable, evoking the feel and energy of La Quinta.
Public Relations
Our team comprises experienced communications professionals with extensive backgrounds in
public agency communications. Our public relations services include press releases, media
advisories, press conferences, media events, advertising, and local, mass, and multilingual media
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engagement. We also specialize in public information officer services and provide the strategic
counsel you need to navigate delicate challenges and concrete crises.
Video Services
With a full creative studio, copywriters, video & editing team, motion graphics and animation team
in both Seattle and Jakarta, Strategies 360 can produce and deliver all aspects of a campaign. For
broadcast campaigns, we work with our internal team or a local director if the selected concept
warrants. Production support is available internally for all aspects of broadcast production—from
pre- to post-production, as well as radio production. If the size of production warrants, we will hire
an outside broadcast producer to manage casting, shoot, and post-production.
Our animated video service offering is unique thanks to our Jakarta office. We have a diverse digital
marketing project management team that can most effectively communicate with our animators in
Jakarta to produce high-quality, cost-effective animated videos in house. With leadership and design
direction from the Seattle office and execution in Jakarta, our videos have been especially helpful in
supporting campaign efforts for our brands.
Additionally, we develop motion graphics content regularly for our clients. A cost effective, quicker
option using existing or stock footage and brand assets, we can accommodate varying timelines and
budgets.
Website Management
Making change requires innovative technology solutions. For our clients to make change in today’s
world, the proper use of technology is critical. Moving far beyond just providing website
development services, S360 has a whole host of innovative and cutting-edge technology services to
help our clients make a difference. Our Jakarta technical services team provides an unparalleled
level of skills and value for our clients. Located in the Central Business District of Jakarta and
consisting of 15 developers, project managers and quality assurance engineers, our team can be
tapped for all manner of technical work from quick turnaround projects to multi-year software
project engagements. Our Jakarta office is fully in service to S360 clients, ensuring that we can
implement highly technical tactics and tools for making the change our clients want to see.
Digital Services
In a fast-moving, noisy, and digitally driven world, ad campaigns need arresting creative and
targeted messaging to be recognized and remembered. And even the best creative can only do its job
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if it’s seen by the right people at the right place and right time. S360’s digital marketing team can
identify audience behaviors, interests, demographics, and even voting histories with precision,
guaranteeing your campaign gets noticed and your audiences take action. Best of all, digital
advertising is cost-effective and measurable, meaning you get the maximum value for your money.
Brand Enhancement
We believe that one of the best investments a client can make to engage their audiences – both
internal and external, new and familiar – is a well-articulated brand. Your brand is the articulation of
your essence and your story—in the way you look, the way you sound, and the way people
experience you. It sits at the nexus of what makes you relevant to your audiences, unique among
your peers, and authentic to who you are. Simply put, we believe branding is a call to define your
story and inspire others to become a part of it.
Because we believe brand is so powerful and valuable in these efforts, we have outlined our full
brand development process here, but as noted above a part of our discovery process will be to
determine what of your existing brand serves your strategic objectives and should stay, and what
needs to be revisited. Based on that discovery work, we will draft a recommended scope of work for
Brand Enhancement.
INSIGHT
Stakeholder Interviews
We interview individual stakeholders to provide us with a clear-eyed understanding of how the City
of La Quinta is currently perceived and positioned—both from inside and out. These conversations
help us identify and understand what is most important for La Quinta to communicate to audiences
and to express as a brand. We’ll also uncover what makes you different or sets you apart and who
your primary audiences are and what their unique needs are.
Focus groups
We can also conduct in-person or virtual focus groups of 6-8 people per session. Focus groups are
intended to better understand the needs, values, and aspirations of your various audiences—
businesses, residents, tourists—and how La Quinta can position itself to meet those needs and create
a resonant and memorable brand story that not just captures the attention of your key audiences but
gives them an authentic reason to buy or believe in your promise.
Category (or Landscape) Audit
We’ll look at the category landscape in which you operate—at comparable cities/regions and
competitors—to understand how brands in your space are talking about themselves, to assess what
they’re doing particularly well, and to see where there is room in the category landscape for La
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Quinta to carve out a clear and unique space for your brand. We assess visual and verbal language,
as well as primary brand expressions and touchpoints for five to eight brands in your category.
Brand Workshop
We’ll design a custom brand workshop to dig into the insights of the discovery process and align
leadership around a common aspiration for the City. The insights gleaned in the discovery phase
provide a picture that will expose any tensions between how you currently sees yourself and how
others see you. A brand strategy closes these gaps by bringing together the authentic personality of
your organization and the values and goals you are working to achieve. We’ll uncover possibilities,
opportunities, challenges, and facilitate meaningful dialogue to get to the core of what makes you
relevant to your audiences.
BRAND STRATEGY DEVELOPMENT
Brand Essence
We'll develop two to three brand essence territories based on our work in the Insights phase. Your
brand essence answers what La Quinta stands for at its core—what is the single-minded idea that
drives your brand story? Each brand essence territory will include a set of distinctive personality
traits that define your character. The decision point at this moment is what do you want to lead with?
This strategic decision is critical, because your essence becomes the north star for development of
your brand foundation and, ultimately, both your visual and verbal brand identity.
Brand Foundation
Your brand foundation becomes the guiding strategy document that informs development of your
visual and verbal identity—as well as all messaging, storytelling, and brand expression going
forward.
Your brand foundation includes the following strategy components:
Brand Position: Brand position defines the unique space you want to occupy in the
minds of your audiences. It states who you are, what you do, and who you do it for.
Brand Traits: These are the differentiating character traits of your brand. They're a
reflection of your brand culture and character. They’re defined in a way that is unique in
the space you occupy, authentic to who you are, and relevant to your audiences.
Brand Attributes: These are the major themes that define your brand story. Together,
they capture and reinforce who you are and who you seek to become.
Brand Story: This is the defining story at the core of your brand. It builds upon your
brand essence to describe what CLIENT NAME stands for and what people become part
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of when they join/experience/or interact with you. It also answers “why?”—Why do you
do what we do? Why does it matter to your audiences and the world?
IDENTITY DEVELOPMENT & CREATIVE TESTING
Using the outcomes and insights of the brand strategy development as our compass, we’ll create two
to three conceptual directions for visual and verbal identity development—expressed through visual
mood boards or style tiles with sample headlines, taglines, and copy points. Each concept will
elevate different traits, attributes, and themes of the strategic brand foundation, demonstrating
different creative pathways the brand identity development might take.
Then, using a focus group format or virtual testing platform, we’ll test the concepts with your target
audiences to better understand what is resonating most, to identify confusing or weak concepts that
should be let go, and to get a clear sense of the preferred direction in the minds of your audiences
and customers. Testing illuminates which of the concepts attract interest and attention, which are
best understood and most memorable, which are most motivating, inspiring, and resonant, and which
are most personally relevant and culturally appropriate.
Using the insights from these groups, we’ll move into final identity development, refining the chosen
concept to build out a full and effective verbal and visual brand identity system.
VERBAL IDENTITY
We’ll develop a verbal identity system that helps anyone tasked with communicating about the brand
tell the city’s story to each of your unique and specific audiences in a way that’s clear, concise,
relevant, memorable, and emotionally resonant.
Depending on your unique needs, the brand messaging toolkit may include the following:
“About Us” This is sample copy that represents how you might describe the City on a
website, in marketing collateral, in a press release, etc. It’s crafted in a way so it’s
immediately useable and so it serves as a guidepost for how you can develop other
marketing copy of your own.
Brand Messaging Pillars These are the messaging points that define each of your brand
attributes. Together, they provide a way to communicate about your brand at the highest
level, to any of your audiences. This is messaging about La Quinta that is should feel true
to and relevant to all of your audiences.
Audience-specific Messaging While brand messaging pillars should be relevant to all
audiences, audience-specific messaging is tailored to specific audience categories based
on their unique needs and what they need to hear or understand about you.
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Tone and Voice Voice and tone build upon your brand traits to define your unique style
and manner of communicating—how you speak, write, and sound. Tone is consistent
across all channels and audiences while your voice may shift depending on who you’re
speaking to and the channel you’re using (for example, your social media voice may be
more casual than, say, your voice in a white paper).
VISUAL IDENTITY
Based on your brand strategy and informed by focus group testing we can either develop a new logo
and visual identity (your color palette, brand fonts, photography style, and design elements) or refine
or add to your existing visual identity elements. In either case our process begins with mood boards
and conceptual exploration which helps us work with you to identify a creative direction. Once we
have that direction we will refine creative elements and finalize and update your brand standards and
guidelines accordingly.
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PROJECT WORKPLAN AND BUDGET
How we deliver.
Below are three potential work plans and budget scenarios. We believe in
maximizing your investment. Because we have bid on only a portion of the
full scope of work, each tier comes in below the allotted budget total
provided in the RFP. We would expect to work with you and any other
agency completing other sections of work to allocate the budget based on
the agreed upon workplan that would be finalized in the define phase.
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Creative Budget and Workplan Descriptions
$500k
This budget assumes that any brand work is supplementary to existing assets and brand strategy, and
that no focus group research is conducted on the creative. This budget puts the focus on the
development of a brand asset library and supporting digital and website updates. It assumes a digital
advertising budget of $15-$20,000 per month for 6 months and includes ongoing creative updates
and optimization to any digital efforts to support strong performance in the advertising.
$750k
This budget assumes the development of more brand strategy and visual brand elements, as well as
creative testing via focus groups. It allocates more budget to the creation of a robust photography
and video library (meaning more shooting days, locations, and tactics, as well as more final owned
assets). This budget plans for more significant improvements and updates to the website and a
broader digital support campaign that can include more channels, more impressions, and more
creative testing and optimization with a budgeted spend of $20,000 - $30,000 per month.
$900k
This budget assumes the most in-depth brand strategy and visual and verbal brand identity
development which could mean a complete rebranding from the ground up, as well as two rounds of
research: creative testing during the brand work, and another round of public facing research after
the digital campaign and other marketing efforts have concluded to evaluate the impact of the
campaign. It includes robust brand asset library development and a $20-$30,000 per month digital
campaign.
Communications and Public Relations Budget and Workplan
The budget allocation for communications and public relations work is the same under each of the
three budget tiers. We recommend a monthly retainer of $5,000 to encompass the full scope of work
including any coordination with Strategies 360 creative teams and external agencies for additional
scopes of work.
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PROJECT TIMELINE
CREATIVE
$550k
J A S O N D J F M A M J
$5,000 Discover
$10,000 Define
$20,000 - $30,000 Develop
$80,000-$150,000 Deliver
$115,000-
$195,000 TOTAL
$750k
J A S O N D J F M A M J
$5,000 Discover
$10,000 Define
$50,000-$75,000 Develop $120,000 -
$220,000 Deliver
$185,000-
$310,000 TOTAL
$900k
J A S O N D J F M A M J
$5,000 Discover
$10,000 Define $150,000-
$200,000 Develop
$150,000-
$250,000 Deliver
$315,000-
$465,000 TOTAL
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Communications/Public Relations
$550k
J A S O N D J F M A M J
$5,000 COMMS/PR
60,000 TOTAL
$750k
J A S O N D J F M A M J
$5,000 COMMS/PR
60,000 TOTAL
$900k
J A S O N D J F M A M J
$5,000 COMMS/PR
60,000 TOTAL