HomeMy WebLinkAboutVLMD Creative Agency RFP Applicant - 970 Design1
VAIL LOCAL MARKETING DISTRICT
2023 CREATIVE AGENCY
AUGUST 31ST, 2022
VLMD X
970 DESIGN
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Mia & Liz,
970 recently celebrated our tenth anniversary and we used this opportunity to reflect on our role in contributing to the
fabric that is Vail as well as our track record of supporting resort communities nationwide. In our brief history, we are proud
to have partnered with many of Vail’s most passionate brands and contributed to some of our most memorable moments.
We have worked on the logos that line the streets of the village, built campaigns to sell out local events and placed
billboards along I70. We have led efforts to increase local airport usage, pushed to diversify our public schools, and spent
recent years leading bi-cultural communication efforts that balanced community health and economic prosperity.
In addition to local growth, our footprint has grown outside the valley with partners nationwide. Our client roster features
work with clients in resort communities from Los Angles to Nantucket and Jackson Hole to South Texas.
We believe that the secret to our longevity is rooted in our ability to listen first. We take pride in a discovery process that
allows our team to understand the impact of our clients. For a partnership to be successful, we know there needs to be
alignment in values, a propensity to collaborate, and an intimate understanding of the constituents. Our process allows us
to define clear goals, set a meaningful strategy, and establish KPIs that account for all the nuances of a project.
With great enthusiasm, this RFP was shared with 970 by numerous current and past partners. We don’t typically chase
RFP’s but the fit seemed too natural to sit out. Our process, a shared love for Vail, and understanding of the community
uniquely position us to support the VLMD and its trusted partners. Vail is an international leader at an exciting inflection
point in the town’s history. 970 believes the communication efforts of the next few years can serve as an exemplary
roadmap to balance economic prosperity with a focus on environmental, social, and economic sustainability.
Thank you in advance for considering our team for this opportunity. We hope that the following pages and case studies
demonstrate the impact of our work and lead Vail’s omni-channel marketing strategy.
SLADE@970DESIGN.COM
O: 970.331.0078 C: 970-376-1310
97 MAIN STREET W105 EDWARDS CO 81632
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TE
TABLE OF
CONTENTS
ABOUT 970
WEBSITE MANAGEMENT
04
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FULL SERVICE CREATIVE AGENCY 12
22CONTENT STRATEGY
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ABOUT 970
WE’RE GRATEFUL TO BE HERE
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970 Design is more than a marketing agency. We’re a collection of
creatives, ramblers and pioneers; who have a passion for storytelling. We
will help you find the unique thing that sets you apart and then cohesively
amplify that message across your entire brand ecosystem. Because we
don’t know anything until we know you, our priority is to get to know you,
your customers, and your passions. What makes you tick? We immerse
ourselves in your world so that we can guide your campaigns in the right
direction. We’re a different kind of agency. We understand the power of
story and focus our designs on making meaningful impact.
ABOUT 970
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ABOUT 970
As an agency born, bred, and shaped by the Vail Valley, we understand
the charm of the village, the magic of our mountains, the values of our
community, and the dream that is Vail. We have led visitor-focused
marketing efforts for the local government, prosperous tour operators,
premier lodging partners, and more. We can leverage this knowledge
to craft authentic content that resonates and positions Vail as the
Premier International Mountain Resort.
We understand the importance of Destination Stewardship and have
worked with numerous non-profits and foundations in promoting
sustainable development and environmental best practices. Backed by
a track record of supporting purpose-driven organizations, we recently
submitted our application to become a certified B-Corp.
Living and working in the Vail Valley (with over 50% of our revenue
coming from within Eagle County), we understand how critical tourism
dollars are to the success of our valley. Not only are we confident in our
capabilities to deliver on the scope of this project, but we possess an
intimate insight into the culture of Vail and an unmatched desire to see
our valley exceed.
Lastly, we have bi-lingual and cross-cultural marketing experience and
demonstrated success in reaching various Latino populations.
WE’RE EXCITED FOR
THIS JOURNEY...
OUR CAPABILITIES INCLUDE...
STRATEGY
Content Strategy
Creative Direction
Storytelling
Advertising
Campaign Strategy
Information Architecture
Content Positioning
Latino Communication
CONTENT
Photography
Cinematography
Copy writing
Social Media
DIGITAL
Digital Advertising
Web and Mobile Development
Email Campaigns
User Experience
Experimental
DESIGN
Branding
Advertising
Layout
Print
Packaging
Web & Mobile Design
Signage
Environmental
Installations
OTHER
Biking
Rafting
Skiing & Snowboarding
Camping
Fire Making
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970 Design is submitting a proposal to become your Creative Agency for
scopes 1, 2, and 3 as described in the RFP. For scope 4, while we may not
be purchasing media buys first hand, we have extensive experience in
collaborating with media partners to execute successful multi-million dollar
campaigns. Although we prefer to bring in one of our vetted partners, 970
is happy to collaborate with a preferred vendor of choice.
OUR FOCUS
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YOU’RE IN GOOD COMPANY
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ORI ANDERSON
DESIGNER
TJ SZEWCZAK
SENIOR DEVELOPER
YOUR TEAM
MEET YOUR GUIDES
TJ Szewczak has been creating
websites since the glory days
of AOL (remember that?) - with
more than 21 years experience
building highly performant,
easy-to-use websites for
clients. With an array of clients
from Fortune 500 companies
to nonprofits to agencies
in that time, he’s capable of
fulfilling the needs of any
project regardless of style.
MICHAL BEDNARCYK
PRODUCER
The need for intelligent,
digital campaigns has
grown exponentially. We
found ourselves in need
of a producer with a deep
understanding of all things
digital. Cut to Michal - he has
worked in the digital-agency
space for nearly a decade and
brings a wealth of knowledge
and organization to our digitally
led projects. Not to mention
he’s fluent in Polish. Zajebiście!
We’ve been lucky in design
with hyper-talented designers
and Ori is no exception. She’s
got an eye for design (and a
black belt in Taekwondo). She
loves to create brands that are
meaningful and help you stand
out from the crowd. Although
we found her locally in the
valley, she hails from Tulsa,
Oklahoma
YOUR GUIDES
SLADE COGSWELL
CREATIVE DIRECTOR
TOM BULL
ACCOUNT MANAGER
With over a decade of
experience under his belt,
Slade has developed
impeccable design and
communication skills.
His commitment to
collaboration inspires his
teams to consistently exceed
expectations, while his
passion for fresh ideas sparks
innovation in every design his
teams create. Slade’s driven
yet approachable personality,
combined with his vast
experience in marketing makes
him an ideal partner.
At 970 we measure success
not in revenue, but in the
impact of our work and the
richness of our relationships.
Tom brings to the table a deep
understanding of branding
and a human-first mentality to
embody the 970 philosophy
of success. In his account
manager role, Tom’s specialty
is distilling complex problems
into actionable projects and
directing them to the best
outcome. When Tom is not
at 970, you will most likely
find him moving through the
Colorado mountains or deep
in conversation with a glass of
whiskey in hand.
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YOUR TEAM
MEET YOUR GUIDES
YOUR GUIDES
ROB PURCELL
COPYWRITER
CODY CIRILLO
CONTENT STRATEGY
WYATT SHOMIAN
CROSS-CULTURAL
STRATEGIST
EMILY HAELAN
CAMPAIGN MANAGER
MIK ARMSTRONG
CAMPAIGN DESIGNER
Rob has led for award-winning
teams at brands like Red Bull,
Clif Bar, and Teton Gravity
Research, and has somehow
convinced companies as large
as Hilton and as small as local
bars to let him tell their stories.
His work has appeared in
everything from “The New
Yorker” to “WIRED” and the
stories he has penned have
been seen by millions. He has
the annoying habit of petting
strangers’ dogs without asking
and can talk for hours about
why white clam pizza is the
best food on Earth.
Cody Cirillo is a designer, skier,
and vanlife-extraordinaire who
moved to Vail from the faraway
land of …. Breckenridge ….
but currently calls a converted
1962 school bus (named “The
Honey House”) home. With five
years experience in making
things look good, Cody’s an
expert in the art of apres ski,
and–just for good measure–a
past high school soccer
player and art student who
was molded by Slade back in
Slade’s former teaching and
coaching days. See, we told
you we’re just one big, happy
family.
Wyatt firmly believes that
marketing and design are
the vessels for equitable
communication strategies.
With a bilingual Spanish
background, Wyatt makes sure
your project leaves no one
behind. He is as comfortable
running up a volcano as doing
courtroom interpretations,
his unique skill set and global
perspective makes the world
(and your project) less lost in
translation. He spends his time
between Mexico and Colorado
and is happy to share his list
of roughly 100 really good
taquerías.
Emily comes to 970 Design
with six years of marketing and
brand experience in hospitality
and is meticulous about her
work, allowing her to oversee
omni-channel campaigns
and manage deadline-driven
projects. Emily’s outgoing
personality is not only reflected
in her work, but in her passion
for baking and her search to
find Colorado’s best pizza.
While furloughed from her job
in New York City in 2020, Emily
packed a carry-on suitcase
and pursued her dream of
exploring the mountains of
Colorado. She hasn’t looked
back since.
Mikaela (long for Mik) takes
the world two steps at a time
balancing function, humility,
and peach pear La Croix. A
creative with the belief that
design can make a real-time
impact on the world around
us. After working her way
through the design scene
of Minneapolis, she landed
in Colorado to elevate small
voices in big crowds and
push the status quo. Mik’s
a midwesterner at heart,
designer by day, and gardener
by night with a soft spot for
old-school film photography
and an affinity for anything
handmade.
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OUR PROCESS
The PARTNERING phase is time for us to get
to know prospective clients and find out if
we’re a perfect match. We’re in this phase
right now! As every project is a collaboration,
it’s essential that we understand your unique
needs. After an initial conversation, we’re able
to deliver a proposal tailored to your specific
goals.
DISCOVERY workshops, informed by
qualitative and quantitative research,
help us create the project road map. By
identifying high-level insights and intimately
learning about your business, culture, goals
and objectives, we can enter the design
phase with a guiding strategy.
Now it is time to DESIGN! We take your
story and standards distilled during our
Discovery phase, and use them to craft the
sensory feel of our entire project. From the
build of your website to the palette of your
signage to the messaging of your email
campaigns: we make sure every aspect of
your design authentically represents you.
Our BUILD phase gives clients the time
to relax as we implement what we’ve
strategized and designed into the proper
channels. We will polish our designs,
fine-tune our infrastructure, and ensure
everything is ready for launch.
Before LAUNCH, you will have one last
opportunity to review the work with your
team and make sure our strategies are
aligned. Pending any final adjustments,
our work is ready for the world!
With the hard work behind us, MOVING
FORWARD becomes our priority. We’re
prepared to teach you to manage your
brand, but also want to ensure that all
our groundwork is safe and healthy. We’ll
provide you as much or little guidance as
you need.
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FULL SERVICE CREATIVE AGENCY
SCOPE I PROPOSAL
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OVERVIEW
970 Design is prepared to lead the 2023 and 2024 VLMD marketing communications and serve
as thought leaders to the Vail Local Marketing District Advisory Council and Town of Vail staff.
Simply put, 970 Design is a creative agency. We are flexible, agile, and value problem-solving
across every department. We prioritize original thinking and challenge our clients to explore
innovative ways to meet their marketing goals.
Nothing brings more joy to the creative and production teams than a polished campaign guide and
detailed timeline.
Our small size and agility allows us to test new solutions and constantly innovate our process. We
stick to the budget, and we follow our timelines. We include our partners in every communication
layer and use all of our strategic tools to keep everyone aligned.
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SCOPE AND PROCESS
ACCOUNT MANAGEMENT
Our account management style is designed to flex to the needs of our clients. We employ different meeting cadences, status documents, and reporting structures to ensure the needs of each client are met. Your producer and account manager will be your primary points of contact on this account, and
have combined decades of agency experience.
PROJECT MANAGEMENT
We use Asana, Slack, and Google Drive to manage projects. We set up
dedicated Google Drive folders with all of our clients, and with an account the
size of VLMD, we will also create a dedicated Slack channel to ensure efficient
communication.
TIMELINE
Upon completion of discovery, your account team will deliver a seasonal timeline
to serve as your project road map. As the project inevitably shifts and evolves,
we will be able to pivot and iterate during our bi-weekly status meetings. During
these meetings, we will present a status document that provides updates, leads
the discussion, and sets the course for the following two weeks.
COLLABORATION
We have a long history of being a very collaborative agency. We also have
numerous different strategic partners that support our clients at every level. Your
producer will serve as your primary contact and driver of the project but works
carefully to find every opportunity to incorporate the ideas of all partners and the
client. For partner/agency status calls, we have experience conducting cross-
functional virtual and in-person meetings.
TRAVEL TO AND FROM VAIL
Ours entire team to be staffed on this account is located in the Vail Valley and
Denver. We are willing and able to attend and/or participate in any in-person
meetings given adequate notice.
TIMELINE IMPLEMENTATION
Upon completion of discovery, your producer will create a seasonal timeline to
serve as the road map for the project. VLMD will be given regular status updates,
so all partners are held accountable.
ACCOUNT LEADERSHIP & OVERSIGHT
Your account will feature a dedicated Producer, Creative Director, and Account
Manager to lead the account, but 970 Design has an organizational structure
promoting accountability from the entire team.
BI-WEEKLY STATUS DOC
970 Design can offer bi-weekly status meetings where your producer will
review updates from every department. Campaign performance reports will be
incorporated during the summer advertising period.
BUDGETING
970 Design will include an Account Manager to work closely with the VLMD that
oversees all budget and staffing needs to ensure that the account always has
adequate resources to meet ongoing marketing initiatives.
2023 CAMPAIGN GUIDE
Upon completion of discovery, 970 Design will update the 2023 Campaign guide.
This work will incorporate structure from the “Life is But a Dream” campaign, but
also include media, strategy and tactical recommendations. It will serve as a road
map for the entire summer.
2024 CAMPAIGN GUIDE
Looking ahead and highly influenced by lessons from the 2023 campaign, 970
Design will develop an overarching 2024 Campaign Guide as well. This document
will include a marketing communications strategy and an integrated tactical plan
that will be used as the road map for all 2024 initiatives.
DATA & COMMUNITY DRIVEN OPTIMIZATIONS
970 Design will regularly review the VLMD Data as well as community feedback
to make sure the goals of the campaign are being met. As times change and new
messages resonate, we will be prepared to pivot and develop new concepts to
address our inevitably shifting goals.
PRODUCTION
970 Design will be responsible for producing all marketing materials, including but
not limited to all Digital Ads, Print Placements, Brochures, Billboard Graphics, and
Signage. This production work includes design, print, installation, and distribution.
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The rapidly growing start up, Gravity Haus, came to us in need of a strategic partner to support their aggressive growth goals. Over the past two years, 970 has led the seasonal, omni-channel marketing strategy with the objective of growing membership and awareness for new and existing properties and amenities.
SCOPE OF WORK Brand Strategy, Campaign Strategy, Copywriting, Ad Design, UI & UX, Media Buy
OBJECTIVES New member lead generation Partner restaurant reservations Brand awareness
LOCATION Vail, Breckenridge, Winter Park, Denver, Colorado Truckee, California
SEE IT LIVE gravityhaus.com
A Globally-Conscious
Community For The
Modern Adventurer
THE PROJECT
CASE STUDY 01
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RESULTS + KPI’S Since our campaign launched in October, 2020, we have generated 3,000 leads converting into 865 new memberships at a CPA of $283.79. We execute approximately $200k in annual ad spend.
CAMPAIGN STRATEGY
Our prospecting audience was segmented via detailed
geo-targeting including zip code, demographic, & specific
interests. We then utilized seasonally rotating creative and a
robust re-targeting strategy to drive membership leads across
Gravity Haus’s portfolio of properties.
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970 Design was tasked with selling tickets and promoting Outside + memberships for the ski industries most iconic film maker. We leveraged the unique storytelling of the agency, along with sophisticated geo-targeting techniques to achieve our campaign objectives.
SCOPE OF WORK Brand Strategy, Campaign Strategy, Copy writing, Ad Design, UI & UX, Media Buy OBJECTIVES Ticket sales Brand awareness in key markets Sell Outside + memberships LOCATION Colorado, Utah, Arizona, California, Idaho, Montana, New York, Ohio, Connecticut, Massachusetts, New Hampshire SEE IT LIVE warrenmiller.com
Winter Starts Now
THE PROJECT
CASE STUDY 02
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RESULTS + KPI’S From October 21’ to December 21’ our campaign garnered 82,205 landing page views at a CPA of $1.42. We sold 19,673 tickets and 4,445 memberships. We have recently been hired to run the 2022 campaign for WME featuring a $130k ad buy.
CAMPAIGN STRATEGY We utilized 1st party data re-targeting through a multi-channel approach including search, discovery, programmatic, Facebook, OTT, Pre-Roll & Youtube to achieve our objectives. We also targeted users in key locations with unique ad sets as well as re-targeting users who had previously shown interest in WME.
PhoeniX, AZTempe, AZSan Francisco, CASacramento, CASan Rafael, CAFresno, CAPleasanton, CAPetaluma, CASan Francisco, CASanta Barbara, CALos Angeles, CALong Beach, CABoulder, CODenver, COColorado Springs, COHartford, CTNew Haven, CTIdaho Falls, IDChicago, ILWorcester, MAPittsfield, MABoston, MAWaterville, MEBangor, MEPortland, MEDuluth, MIMinneapolis, MIRoyal Oak, MI
Bozeman, MT
Missoula, MT
Portsmouth, NHIthaca, NYBinghamton, NYSyracuse, NYAlbany, NYRochester, NYNew York City, NYPlattsburgh, NYCleveland, OHPortland, ORCorvallis, OREugene, ORSalem, ORScranton, PAPhilladelphia, PAProvidence, RHOgden, UTSalt Lake City, UTPark City, UTOrem, UTKillington, VTSpokane, WAOlympia, WABellingham, WAYakima, WABellevue, WAEverett, WASeattle, WAGreen Bay, WIMilwaukee, WI
MARKETS
The following are a collection of previous markets that WM has engaged with. These markets will
be targeted in order to improve ROI and communicate to the correct customer profiles. SocialDigital DisplayVideoGoogle Promotion
VERTICALSGOALS
WINTER 2020 VIRTUAL TOUR
• Drive Virtual Tour ticket sales• Incite Winter Stoke & Warren Miller ethos • Funnel to Website Experience
“
KICKOFF WINTER WITH
WARREN MILLER
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DISCOVERY // $15,000 one time cost (January)
BRAND AUDIT, CAMPAIGN VISIONING, FINALIZE TIMELINE
One time cost for a 4 week period to on-board the 970 team, explore goals, set guardrails for success, and begin
brainstorming for the 2023 ‘Life is but a dream campaign’
2023 CAMPAIGN MANAGEMENT // $15,000 per month (February - October)
CAMPAIGN STRATEGY, DEVELOPMENT, OPTIMIZATION
Coming out of Discovery, we will understand the optimizations we want to make to the 2023 strategic campaign, and
we will work with your team to implement these
PROJECT MANAGEMENT, IN-PERSON MEETINGS, PARTNER COLLABORATION
970 Design will develop and review bi-weekly status docs, coordinate with relevant stakeholders and partners, and
make time to attend in-person meetings when asked to.
2024 STRATEGIC PLANNING // $15,000 per month (November - December)
CAMPAIGN STRATEGY, 2024 STRATEGIC ROAD MAP
We will spend the end of the year developing a strategic recommendation for the 2024 VLMD campaign.
TOTAL COST // $180,000 + $5,000 discretionary expense spending
*This budget reflects the numbers given to us in the RFP. Our account team is willing and ready to discuss budget
allocations to fit the expectations of the committee. All of our estimates are built off of a $150/hour flat rate for our
range of services.
TIMING & INVESTMENT
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CONTENT STRATEGY
SCOPE II PROPOSAL
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OVERVIEW
970 Design is prepared to create and manage a robust omni-channel content plan. We are
a small agency with a track record of making large impact. We accomplish this by staffing
our production team with strong leaders with an excellent aptitude for communication,
problem-solving, and collaboration. We know our in-house design and development team
will prioritize cohesion across every channel, but great campaigns require everyone is
conceptually aligned and optimizing off regularly adjusting data and insights. 970 Design is
prepared to put a structure in place to ensure cohesion and lead our overarching plan for
content across all channels.
We are prepared to work with VLMDs preferred vendors, but when needed, we also with a
trusted network of photographers, video production teams, campaign copywriters, social
media specialists, and media buyers.
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SCOPE AND PROCESS
NEWSLETTER
We will work with Brown Analytics through the Active Campaign Platform to create timely and relevant content for the distribution of three monthly newsletters. These will be incorporated into an editorial calendar presented quarterly and will integrate into our overarching content communications calendar to ensure continuity.
VIDEO
We will work with existing and additional videographer partners to create content in support of our overarching content communication objectives. Following the creation of said content, we will develop a distribution plan to ensure video content is live in all relevant markets/channels.
SOCIAL MEDIA GUIDE
Following the lead of our social media partner, 970 Design can also provide a social media guide. A well-formulated social media guide will provide tools for the social media team and ensure that all content pushed out reflects the themes of the summer campaign.
LOCAL DISTRIBUTION COMMUNICATION
We will coordinate with local print vendors to manage the production of in-town signage and various assets. Signage may include bus wraps, garage signage, and flyers. Additionally, we will leverage Vail resources such as the Wifi signup form, local business participation, and lodging liaisons to collect visitor data and further support our strategic marketing objectives
ANNUAL OMNI-CHANNEL CONTENT CALENDAR
Coming out of Discovery, we will deliver a comprehensive annual content calendar that provides a road map for content by week, tactic, and channel. Channels include Website, CRM, Video, Social, & Local Distribution.
PRODUCTION & FINAL MECHANICALS
Our in-house Creative Director and graphic designers will proof all final assets before entering the market to ensure creative intent and brand consistency. We take great pride in ensuring our stories and messaging are articulated clearly.
PARTNER COLLABORATIONS & CONTENT GUIDES
We will collaborate with the website team, Brown Analytics, the social community management team, the Town of Vail, and other partners/stakeholders to ensure the cohesive deployment of content. Our team will distribute guides to each partner with clear instructions to ensure the content strategy comes to life.
WEBSITE UPDATES
We will create, deliver, and support content for the discovervail.com website. To start, we will audit the current site and identify improvement opportunities (such as the events calendar). These updates will be included in the summer campaign guide and scheduled to be redesigned and developed.
BLOG POSTS
In addition to website updates, 970 Design will deliver four (4) long-form blog posts per month (approx. 1500 words each) with accompanying creative assets. Blog posts will be in congruence with our overarching content strategy.
ONGOING SEO
We will meet monthly with the SEO partner to ensure tactics are being implemented effectively into the content plan. We will analyze, prioritize, and optimize content per our partner agency recommendation. Areas of focus will include, but are not limited to: Keyword Research, On/Off Page SEO, Analyzing Content Gaps, Optimizing Content, Backlink Cleanup, Backlink Building, and Competitor Tracking.
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970 Design was tasked with repositioning a ‘bowling alley that serves dinner’ into a ‘fine dining restaurant with bowling in the back’. Our work was a home run with the client and customers alike and has turned Deca + Bol into the next ‘place to be’ event venue in Vail Village.
SCOPE OF WORK Brand Positioning, Visual & Verbal Identity, Web Design + Development, Content Strategy (Google Display, Web, Social, Print Collateral) OBJECTIVES Increased dining reservations Omni-channel brand engagement and following Event promotion and increased event revenue LOCATION Vail, Colorado SEE IT LIVE decabolvail.com
The Mountains Just Got
a Little More Exciting
THE PROJECT
CASE STUDY 03
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CONTENT STRATEGY
Following our successful launch of the new look Deca + Bol,
we have continued to serve as a strategic marketing partner to
ensure the brand comes to life as intended and to hit business
objectives and KPI’s. This includes paid & organic advertising,
paid print collateral, website updates, organic social media, &
targeted email marketing campaigns.
BRAND STRATEGY
A unique venue where city vibes meet mountain culture.
A promise to offer a surprising experience that’s unlike
anything in Vail Village. World-class tastes and flavors with
hangs around the lanes. Evenings roll into late hours and
opportunities are endless.
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Event Email Campaigns
Paid Print Advertising
Paid + Organic Advertising
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970 Design was tasked with giving new life to a ski in ski out motel in Teton Village. We re-branded the business, built a custom new website, and helped cultivate an on property experience to rival anywhere in this iconic mountain location. Today, our work continues as a strategic marketing partner delivering consistent brand communications across all channels.
SCOPE OF WORK Brand Strategy, Visual & Verbal Identity, Web Design + Development, Content Strategy (Google Display, Web, Social, Print Collateral) OBJECTIVES Redefine the mountain-town experience Omni-channel brand engagement and following Event promotion and increased event revenue Build traction for the internal F&B program Marketing for a carbon neutral and zero-waste facility track LOCATION Teton Village, Wyoming SEE IT LIVE continuumjh.com
This Isn’t Your
Grandfather’s Jackson
TGE PROJECT
CASE STUDY 04
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CONTENT STRATEGY
Following our successful launch of the new look Continuum,
we have continued to serve as a strategic marketing partner to
ensure the brand comes to life as intended and to hit business
objectives and KPI’s. This includes owning content across
paid & organic advertising, print collateral, website updates,
organic social media, and content creation (photo & video), .
BRAND POSITION
This is not your grandfathers Jackson Hole. Say goodbye to the stodgy decorum of taxidermy, timber, & stone. Continuum is redefining the mountain-town experience fueled by an addiction to the outdoors and a hunger for creativity, Continuum is a groundbreaking space for all types of explorers looking to live life unexpectedly.
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Paid + Organic Advertising
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TIMING & INVESTMENT
DISCOVERY // $10,000 per month (January)
CONTENT AUDIT, CONTENT VISIONING, FINALIZE TIMELINE
4 week period to on-board the 970 team, explore goals, set guardrails for success, and identify gaps and areas for opportunity in
our content strategy.
OMNI-CHANNEL CONTENT STRATEGY// $10,000 per month (February - December)
ANNUAL CONTENT CALENDAR, MANAGEMENT, CHANNEL OPTIMIZATION
Coming out of Discovery, we will work to finalize our content calendar before launching our omni-channel content strategy to
ensure our campaign is coming to life as anticipated.
PROJECT MANAGEMENT, IN-PERSON MEETINGS, PARTNER COLLABORATION
970 Design will develop and review bi-weekly status docs, coordinate with relevant stakeholders and partners, and make time to
attend in-person meetings when required.
TOTAL COST // $120,000
*This budget reflects the numbers given to us in the RFP. Our account team is willing and ready to discuss budget allocations to fit
the expectations of the committee. All of our estimates are built off of a $150/hour flat rate for our range of services.
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WEBSITEMANAGEMENT
SCOPE III PROPOSAL
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OVERVIEW
DiscoverVail.com is a critical component within the VLMD marketing funnel. Serving as the
landing page for many of the paid campaigns, thousands of visitors land on this site daily in
search of information that will help convert or optimize their Vail vacation.
Since our inception, 970 Design’s in-house development team has been designing and
developing custom WordPress websites from our own custom cloud server environment.
Working closely with our design team, we ensure the overarching marketing campaigns and
strategies are reflected throughout the site and support our key objectives. Whether you
need new functionality coded into your site, customer pathways optimized for conversion,
or simply guarantee the look and feel is authentic to our campaign goals - our in-house
teams can help.
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SCOPE AND PROCESS
ENTERPRISE HOSTING
970 Design has extensive experience working with Pantheon hosting, and feel very comfortable with it as your website environment. Alternatively, we also manage many websites on Digital Ocean virtual private servers, which can
provide some benefits over more traditional hosting such as Pantheon.
WEBSITE SECURITY & STABILITY
Our security strategy will be custom to your site’s needs. Some techniques we utilize across our client portfolio include custom firewall setup, penetration testing, uptime monitoring, flexible scaling, keeping WordPress CMS & plugins up to date, automated SSL certificates, daily backups, and more.
MONTHLY WEBSITE AUDITS
Our monthly website audits include: performance optimization & speed tests, domain authority, content issues, image Issues, load times, and page speed.
DAILY BACKUPS
No matter what hosting environment you choose, we will ensure that automated daily backups are protecting your website and sensitive data, and can be restored whenever they are needed.
SEO BEST PRACTICES
After reviewing your site, we have found that you could benefit from more advanced semantic markup to enhance indexing, which will make sure that search engines are finding the content that will drive visitors to your site.
SSL CERTIFICATES
SSL certificates keep your visitors connection to the site secure and protected; no matter where your site is hosted, we maintain these certificates to maintain trust between the public and your website.
WEBSITE VISION & ROAD MAP
Throughout the year our creative team will make recommendations for the website to support our overarching campaign objectives. This might include developing new content modules, upgrading navigation, implementing new calls to action/messaging, etc. We can make strategic recommendations and develop them into your site utilizing the most up-to-date UX (user experience) strategy and design.
VISUAL DESIGN
Our team of creatives will tell the visual story of Vail through imagery, video, and careful use of typography. Looking to modern design, industry and user trends, we will look to maintain a beautiful design that gives an easy-to-use and
rewarding experience for your user.
TECHNICAL & DEVELOPMENT SUPPORT
Websites are living, breathing entities that require attention to ensure stability and security. Our team of developers will constantly monitor your site to keep it running smoothly; this includes, but is not limited to: bug fixes, troubleshooting, plugin installations, updates, etc. If anything comes up, our Vail-based development team is on stand-by to support. We also have extensive experience with the Sage theme your current site is built with, and are fully confident in our ability to maintain and enhance it.
ONGOING MAINTENANCE
Our team specializes in WordPress websites and is prepared to assist with content implementation needs, including updating any and all attributes on your sites content. We also are prepared to push SEO updates as provided by partner agencies or as our scheduled reports indicate.
TESTING & QA
Before launching any updates, our design and development team work from a staging environment. Our teams work together to thoroughly test the site ensuring it works seamlessly for optimal viewing on mobile, tablet and monitors alike.
ADDITIONAL TOOLS
Our team is prepared to support existing tools, including WordPress, Pantheon, Cloudinary, Hot Jar, Gravity Forms, Connekt, and Userway.
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The Vail Valley Foundation is a nonprofit organization that seeks to enhance the quality of life in the Vail Valley and showcase our community to a global audience through arts, athletics, and education. As an organization with many interlacing facets, we were tasked with building a custom budget-conscious website environment to allow users to navigate different parts of their organization seamlessly.
SCOPE OF WORK Web Design & Development, Bi-Lingual Website, Brand Development, Custom Technical Support & Development, Custom Map, Custom Calendar
OBJECTIVES Strategic website architecture
Annual report development Event promotion and operational clarity LOCATION Vail, Colorado SEE THEM LIVE summer.mountaingames.com
annual-report.vvf.org
Enhance the quality of
life in the Vail Valley
THE PROJECT
CASE STUDY 05
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RESULTS Digitized Annual Reports Custom Integrated Calendars Fully Integrated Websites Interactive Mapping Increased Brand Awareness Across Entire Brand
WEBSITE STRATEGY We created two different custom templates as a base before diving into each entity to make custom functionality. VPAC got a custom calendar, GoPro Mountain games got custom maps that track your location every moment, YP365 has a Spanish language toggle and Gerald R Ford got a new brand. In addition to the custom websites, we also design annual digital reports that are highly interactive and engaging.
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Black Buddha is a brand dedicated to creating premium video content that illuminates the best destinations, experiences and underground voices around the world. We were tasked with building the digital experience for this one of a kind travel brand.
LOCATION Los Angles, Colorado SEE IT LIVE black-buddha.com
City guides for the
modern explorer
PROJECT
CASE STUDY 06
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RESULTS Over 100,000 members and growing Over a million visitors Growing new locations around the world Lead content creators tourism bureaus around the world Enhanced user interaction with Brand
STRATEGY
Imagine if Lonely Planet was all video, only had the best
experiences, and was available to customers in 7 different
languages. 970 Design was tasked with taking thousands of
videos in over 10 locations around the world and feeding them
to users to explore content, create itineraries, and become
part of the Black Buddha community.
Contact Us
General InquiriesInformation about getting in touch with us or sharing your favorite experiences and places with Black Buddha.
Select Type of Application:
Copy / InstructionsContent about what the applicationportal is and how to use it.
Scout SeekersInformation for businesses requestingto be scouted by Black Buddha.
Licensing PartnersInformation for businesses requestinguse of Black Buddha content.
Private Production / White LabelInformation for businesses & private parties requesting BlackBuddhas’ skills in videography and production.
Advertisers / Affiliates (Sales)
Information for businesses interested inadvertising and product placement.
JOB INQUIRIESInformation for people interestedin working for Black Buddha.
Jobs PortalInformation for persons interested inworking for Black Buddha.Call to Action: Join our Team
Press KitCall to Action: View Press Kit
This page will be a conditional form that will
change according to the user’s needs.
All forms will be separate but will load on a single page.
the venue, why you would recom-mend it for Black Buddha, what is special, what is different, favorite
dishes, etc.)
Field If Applicable)
about your venue, why you
think it is a BB venue, applica-ble history, ownership group, what is special, what is differ-ent, signature dishes/products,
how many locations, etc.)
(Map Field If Applicable)
or not listed)
I am
A Fan
A Business
Tell you about an amazing hidden gem
Work for Black Buddha
Say hi / Ask a question
Advertise with you
Apply for your City Guide/
Send Scouting Info
License your Content
Partner on a production Project
Say hi / Ask a question
General Inquiries
Fan ReccommendationsInformation from Black Buddha Travelors and Fans that have found other venues for BB to Scout.
Fan Recommendations Job Inquiries
Scout Seekers Licensing Partners Advertisers White Label
Looking to
Looking to
Information Architecture // Applications Portal
* working titlePhase 1App. Portal Lost Luggage*User ProfilesAdmin Backend
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TAIPAI
BEIJING
SHANGHAI
SEOUL
HONG KONG
TOKYO
CONNECTING YOU TO THE UNKNOWN
IF YOU KNOW WHERE TO LOOK
NOTHING IS LOST
FOLLOW ALONG
CREATE A JOURNEY
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DISCOVERY // $7,500 per month (January)
WEBSITE AUDIT, WEBSITE VISIONING, TIMELINE
4 week period to on-board the 970 team, explore goals, set guardrails for success, and identify gaps and areas for
opportunity in our website strategy.
WEBSITE MANAGEMENT // $7,500 per month (February - December)
STRATEGIC VISIONING, MANAGEMENT, TECHNICAL SUPPORT
Coming out of Discovery, we will work to implement strategic improvements to the site. Throughout the year, our
account team is available to proactively maintain, and reactively maintain your site.
PROJECT MANAGEMENT, PARTNER COLLABORATION, IN-PERSON MEETINGS
970 Design will develop and review bi-weekly status docs, coordinate with relevant stakeholders and partners, and
make time to attend in-person meetings when required.
TOTAL COST // $90,000
*This budget reflects the numbers given to us in the RFP. Our account team is willing and ready to discuss budget
allocations to fit the expectations of the committee. All of our estimates are built off of a $150/hour flat rate for our
range of services.
INVESTMENT
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