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HomeMy WebLinkAboutVLMD Creative Agency RFP Applicant - 970 Design1 VAIL LOCAL MARKETING DISTRICT 2023 CREATIVE AGENCY AUGUST 31ST, 2022 VLMD X 970 DESIGN 2 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 3 TE TABLE OF CONTENTS ABOUT 970 WEBSITE MANAGEMENT 04 33 FULL SERVICE CREATIVE AGENCY 12 22CONTENT STRATEGY 4 ABOUT 970 WE’RE GRATEFUL TO BE HERE 5 970 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 6 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 7 970 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 8 YOU’RE IN GOOD COMPANY 9 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. 10 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. 11 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. 12 FULL SERVICE CREATIVE AGENCY SCOPE I PROPOSAL 13 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. 14 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. 15 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 16 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. 17 18 970 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 19 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 20 21 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 22 CONTENT STRATEGY SCOPE II PROPOSAL 23 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. 24 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. 25 970 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 26 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. 27 Event Email Campaigns Paid Print Advertising Paid + Organic Advertising 28 970 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 29 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. 30 31 Paid + Organic Advertising 32 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. 33 WEBSITEMANAGEMENT SCOPE III PROPOSAL 34 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. 35 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. 36 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 37 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. 38 39 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 40 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 41 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 42 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 43