HomeMy WebLinkAbout07. 2024 Advertising Campaign Finalist - 970 Design & Lumenati Proposal TE
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VLMD 2024 CAMPAIGNMAY 2023
970DESIGN X LUMENATI
970 Design is passionately committed to the success and vitality
of the Vail community. We have chosen to establish our lives and
business in Vail because of our love for the region - the stunning
natural surroundings, the vibrant village atmosphere, the active
lifestyle, and the warmth of community bonds in our mountain town.
We are passionate about taking on the 2024 campaign because
we are tired of seeing creative that isn’t authentic to us. We are
prepared to lead the creative portion of this project, and have
enlisted the support of our world-class video production partner
Lumenati. Thank you for the opportunity to work together!
DESIGN FOR CHANGE
A FEW WORDS FROM OUR CEO
SLADE COGSWELL
CREATIVE DIRECTOR
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970 Design is more than a design agency. We’re a collection of creatives, ramblers
and pioneers; who have a passion for storytelling. We listen first through an immersive
Discovery process to find the unique thing that sets you apart, and then we amplify
that story across your entire brand ecosystem. Because we don’t know anything until
we know you, our priority is to get to know you, your constituents, and your passions.
What makes you tick? We immerse ourselves in your world so that we can guide you
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.
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We pride ourselves on telling and creating stories that deliver results and make your
organization stand out. At our core lies an experienced & meticulous in-house video
production team of directors, cinematographers, producers, copywriters, editors,
motion designers, fabricators, and artists. All of this is packed inside our 20,000 square
foot warehouse, equipped with not only our industry-standard equipment, but also
a video production software company, an indoor skatepark, and a full-service tattoo
studio. It’s an eclectic mix...what we like to call our fantasy factory for creativity.
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Local Experts, Swift Action
Lastly, we recognize the significance of creating content that appeals to our community, respects
the natural world we cherish, and fosters economic prosperity. Our unique ability to strike a balance
ensures that the project resonates with the target audience and drives tangible economic benefits.
More CreativesLess Brokers
Seamless Customer Journey
Authentic CreativeWH
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Our team, comprised of individuals residing within 100 miles of Vail, brings expedience and unparalleled
familiarity with the Vail brand, customers, and local population. This intimate knowledge enables us to craft
tailored content that deeply resonates with our target audience. Proximity to the project site empowers
us to swiftly respond, organize shoots, and attend events on short notice, recognizing the importance of
efficiency within a tight time frame.
Teaming up with Lumenati Studios, we leverage a wealth of experience in this space, ensuring access to a
diverse pool of creative professionals who possess a deep understanding of storytelling and messaging.
With an emphasis on in-house collaboration, we prioritize having more creatives and fewer brokers.
Furthermore, our expertise in the Vail Local Marketing District (VLMD) is invaluable for this project. We
possess the skills necessary to identify core challenges, develop strategic goals, and seamlessly integrate
the entire customer journey. By taking ownership of the website and campaign creative, we guarantee the
inclusion of trackable metrics and multiple touchpoints at each stage of the funnel. This holistic approach
harmoniously aligns every brand touchpoint, maximizing impact and generating conversions.
SLADE COGSWELL
CREATIVE DIRECTOR
BRIGID CAMPBELL
CREATIVE DIRECTOR
CODY CIRILLO
DESIGNER / PRODUCER
GAVEN ANSTEY
FOUNDER
MICHAL BEDNARCZYK
PROJECT MANAGER
EVAN SWINEHEART
DIRECTOR
ALEX RODRIGUEZ
HEAD OF PRODUCTION
TOM BULL
ACCOUNT MANAGER
SCOTT MCDONALD
CO FOUNDER / CREATIVE DIRECTOR
LINDSEY KETTERER
COPYWRITER + STRATEGIST
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01. PARTNERING 02. DISCOVERY 03. DESIGN
04. BUILD 05. LAUNCH 06. MOVING FORWARD
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.OU
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01. GATHER INFORMATION 02. CAMPAIGN AUDIT 03. ADDITIONAL RESEARCH
04. CAMPAIGN VISIONING 05. CAMPAIGN CONCEPTS
Our first step is to intake all available information.
We will first take a wide lens and look at various
data sources to evaluate trends, uncover insights,
and develop hypotheses. We will then take this
information and evaluate current and past VLMD
campaigns to determine successes and areas for
growth.
We will design our first workshop to dig into the
project’s big picture and fine details based on
our initial information gathering. We will discuss
our goals and objectives for the campaign and
identify any information gaps we may need to fill to
achieve those. We will leave our brand audit with a
deeper understanding of our project goals and key
questions to answer throughout Discovery.
Following our Brand Audit, we will compile additional
research to validate our hypotheses and answer
critical questions. Our research methodologies will
depend on our objectives but may include: focus
groups, social listening, community surveys, industry
reports, and more.
We will conduct a workshop to determine mediums,
establish creative guardrails, and gauge appetite
for different creative concepts. Coming out of
our visioning meeting, we will be ready to create
multiple creative concepts to review and workshop
with your team.
At this stage, we are prepared to develop and
present multiple creative campaign concepts
with video as the primary focus. We will produce
storyboards (when applicable) to help visualize these
concepts and collaborate with the VLMD team to
determine a final concept and strategy.PR
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DISCOVERY
06. DELIVERABLES & MEDIUMS
Since all of our work is custom, we do not quote
a final scope or timeline until the completion of
Discovery. Coming out of Discovery, we will provide
a final project scope and confidently move into the
next phase of our project.
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WHAT COMES OUT
OF THE DISCOVERY
PHASE
Campaign Strategy
• Goals
• Competitor & Market Analysis
• Audiences
• User Journeys
• Metrics and KPIs
• Moodboards
Video Concept
• Storyboards
• Production Plan
• Talent & Casting
Final Budget and Timeline
01. CAMPAIGN GUIDE 02. PRE-PRODUCTION 03. MEDIA STRATEGY
04. VIDEO PRODUCTION 05. POST-PRODUCTION
We will deliver an overarching campaign guide
to serve as the strategic document for the 2024
campaign. This outlines objectives, defines
audiences, establishes the visual & creative style,
evaluate channel strategy, and includes all pre-
production. The campaign guide serves as the road
map to achieve our communication objectives.
We develop scripts, organize our visuals, scout
locations for where to film, and organize all details
for our crew to execute our shoots as efficiently as
possible. Whether using real people or paid actors,
we will cast for each role as well as assess what their
wardrobe and applicable props will be when filming.
Working in conjunction with our media partner
Miles Partnership, we will develop a Tier II media
strategy to encompass relevant channels including
social, email, web. We will take this strategy into
consideration as we move into content production.
This is when the cameras start rolling! All scripts,
storyboards, locations, talent, and project details
have been refined, reviewed, and approved. We
will orchestrate each shooting day as meticulously
as possible to ensure we capture the envisioned
content. 970 creative director will be on-site to help
guide the production to the best outcome
Once filming concludes, we’ll move into post-
production, first developing the Tier I Video
Campaign. We’ll provide official cuts (R1, R2) for
review throughout the editing process so all key
stakeholders can weigh in. Once we are locked,
we will move into finalization, where we will pass
on color and amp; master audio before exporting
all versions.PR
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DESIGN + BUILD
06. FINAL ASSET DELIVERY
We provide final files in multiple formats
for both print and digital use. These core
assets will enable our teams to implement
the new campaign across all marketing and
communications activities.
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WHAT COMES OUT
OF THE DESIGN AND
PRODUCTION PHASE
Primary Tier 1 Video Campaign
• Full Length Video Campaign
• Short form video cuts
Complementary Tier 2 Strategy
• Website Update Recommendations
• Social Assets Recommendations
• Photography Recommendation
• Sample Animated Digital Banners
• Sample Print Ads
• Other Assets determined
during Discovery
CASE STUDIES
A few snapshots of Lumenati’s work
in recent years.
VIDEOS LINKED
CASE STUDIES
A few snapshots of 970 Design’s
Campaign Work
CLICK HERE TO SEE
THESE CAMPAIGNS
WARREN MILLER
VVMTA
PROJECT
START
DESIGN
AUGUST – SEPTEMBER
Campaign Guide
Pre-Production
Video Production
DISCOVERY
JUNE – JULY
Audit + Research
Visioning
Campaign Concept
TIMELINE
BUILD
OCTOBER – DECEMBER
Media Strategy
Post-Production
Final Asset Delivery
LAUNCH
SPRING 2024
Assets in Market
6 MONTHS
PROJECT
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INVESTMENT
DISCOVERY // $15,000
RESEARCH & STRATEGY, CAMPAIGN AUDIT
CAMPAIGN VISIONING, FINAL CONCEPT
CAMPAIGN STRATEGY // $20,000 - $25,000
CAMPAIGN GUIDE, PRE-PRODUCTION,
MEDIA STRATEGY
CAMPAIGN PRODUCTION // $35,000 - $45,000
VIDEO CAPTURE, POST-PRODUCTION, &
FINAL ASSET DELIVERY
ACCOUNT SERVICES // $15,000
PARTNER MEETINGS, BOARD MEETINGS,
TRAVEL
* Final cost to be determined at completion of Discovery and
dependent on deliverables and scale of the scope of work.
The proposed project scope, details and budgets are based
on our current interpretation of the project. We can easily
accommodate changes in direction and schedule, if necessary,
budgets will also be reviewed accordingly.
TOTAL $85,000 - $100,000
WE ARE GRATEFUL TO BE HERE.
CONTACT
REFERENCES
ADDRESS
Tom Boyd
Karen Denne
tboyd@vvf.org
kdenne@officeofericandwendyschmidt.org
tom@970design.com
slade@970design.com
97 Main St W-105,
Edwards, CO
THANK YOU 970DESIGN