PROPOSAL FOR
Strategic
& Creative
Services
1 CITY OF FORT BRAGG June 26, 2024
2 Before we begin . . .
When we’re inspired we have a tendency
to get a little carried away, and that is
exactly what happened when we began
digging into the Visit Fort Bragg brand.
After many years of working with tourism
clients we understand the importance of a
strong off-season campaign, and we think
you are onto something with your
dedicated “Winter Visit” landing page. We
began to wonder, “how could we take it one
step farther?”
Scan the QR code to the right to see
where that question took us!
Or visit:
fromverdin.com/visitfortbragg
Table of
Contents
Firm Description4
Scope of work9
Relevant Experience 18
Key Personnel & Qualifications 35
References 39
Budget & Schedule of Charges 42
Work Schedule 46
Insurance & Consultant Agreement 48
3 NICE TO MEET YOU
FIRM
DESCRIPTION
Imagine Fort Bragg captivating audiences with its rugged charm, vibrant culture, and endless adventure. That's the power of strategic marketing we bring to the table.
Verdin Marketing isn't your average agency. Since 2003, we've been crafting award-winning campaigns that resonate. Our team of strategists, creatives, and digital wizards obsess over data-driven results, crafting stories that captivate across all media channels – paid, owned, and earned.
We'll collaborate closely to develop a customized marketing plan that amplifies Fort Bragg's unique voice. Think targeted social media campaigns, compelling website content, and stunning visuals that leave a lasting impression. Plus, our media connections ensure your story reaches the right audience.
Ready to unleash Fort Bragg's potential? Let's chat and show you how our expertise can propel your success.
Mary Verdin
President & CEO
[email protected] | (805) 541-9005
P.O. Box 3060, San Luis Obispo, CA 93403
DBE Firm No. 42625
CSDA Members
Let's ignite
Fort Bragg's
travel scene!
5 At Verdin Marketing we help
build strong communities
through strategy, consensus
and storytelling.
6 We believe in…
● Caring for our world
● Giving of our talents to make a difference
● Being dependable teammates
● Continuously learning, growing and getting better
7 Our Services
When you partner with Verdin, you get
access to a team of specialists + a full
range of marketing services under one
roof.And it’s all customized to your goals.
● Research
● Identity & Branding
● Marketing Plans
● Image Perception Assessment
● Customer Relationship Management
Marketing & Brand
Management
● Strategic Campaign Concepting
● Digital, Print & Broadcast Advertising
Creative Development
● Media Strategies
● Media Buying
● Campaign Monitoring & Reporting
Advertising
● Social Media Strategies &
Content Development
● Social Media Monitoring & Management
● Blogging
● Search Engine Marketing
● Mobile Marketing
Digital Marketing
● Site Planning
● Writing, Designing & Programming
● Search Engine Optimization
● Ongoing Website Maintenance
Website
Development
● Public Relations Strategies
● Press Release Writing & Distribution
● White Paper Development
● Trade Show Booth Management
● Crisis Communications
Public Relations
8 What Sets Us Apart
Integrity-Based Marketing
Integrity is a principle that has guided our agency since its founding. Verdin believes in detailed and transparent reporting, and we will include as much detail on our invoicing as you want to see. We don’t feign perfection in situations where improvements can be made. Instead, we make recommendations and constantly improve outreach efforts so results keep getting better.
Creative Rooted in Strategy
Research into the lifestyles, behaviors and desires of your target audience guides our creative team to develop advertising messages that resonate. Our team makes strategic recommendations and works with you to craft campaigns that embody your brand and what it promises — and you’ll have a lot of fun with us along the way.
Passion & Expertise
One of Verdin’s strengths as a full-service marketing and advertising firm is positioning the desirable attributes of a community. Our team knows how to build awareness among a range of audiences through compelling creative. We know how to build consensus among multiple stakeholder audiences with different needs, and we also enjoy collaborating with clients and partners. As a California-based agency and with our team extending to the East Bay Area, we have expertise in statewide destination marketing and connections to high-level partners. We are dedicated to transparency and providing clear communication and information at all times.
OUR APPROACH TO FORT BRAGG
SCOPE OF
WORK
10 The Verdin 360:
OUR APPROACH FOR VISIT FORT BRAGG
The Verdin 360 is our proprietary process for creating
strategies with strong foundations, measurable
objectives and clear tactics.
On the following page, we’ve filled out the three steps of our process—Groundwork, Get Working and Gauge
Results—with an approach specifically designed to meet
your needs.
Verdin 360
1. Groundwork
Discover Visit Fort Bragg is
now and plan where you
want to go.
In the Groundwork phase, Verdin will
hold an immersion with you to help us
establish the history, goals and
challenges you are facing. We’ll dive
into research, gleaning input from key
stakeholders to inform our messaging
strategies and set objectives to meet
your goals visually determine a path
forward. Our expertise in branding
and communications will inform
development of a powerful and
engaging approach and plan for Fort
Bragg.
Bring the customized plan
to life.
In the Get Working phase, our team
will execute the approved Marketing
Plan. Our communications and
creative teams will implement
messaging and visual content to
reach defined audiences through
specific channels. In conjunction to
being dynamically strategic, our work
is strongly driven by data and results.
We can also assist as needed in
actively managing communications
channels, tracking the metrics we
defined in the Groundwork phase to
determine the impact of the strategies
and execution.
Evaluate and adjust as
needed.
Using any performance data
collected during the Get Working
phase, we are able monitor results
and adjust as needed to reach your
goals should we execute on any
marketing tactics needed. In this
phase, we are able to determine
together what is working best and
adapt our strategy and tactics to
leverage this success. Our reporting
system ensures that you see this
data on a regular basis in a
transparent format that continually
offers recommendations.
Your success is our success!
2. Get Working 3. Gauge Results
11 On the following pages we will take a deep dive into how we would apply the principles of the Verdin 360 to Visit Fort Bragg’s unique scope of work.
Charting the Course
Mapping Visit Fort Bragg on a path to success
We always start with a sound strategy. With a refreshed brand you are now ready to elevate Fort Bragg as a premier California coastal destination. Our data-driven approach, paired with creative storytelling, will transform how travelers perceive the destination.
Here's what you can expect
● Market Research & Competitor Analysis: We'll conduct a deep dive into travel trends, target audience demographics, and competitor offerings. This intel will inform our marketing strategy and highlight Fort Bragg's unique strengths. ● Crafting a Compelling Marketing Plan: We'll develop a multi-channel marketing plan encompassing social media campaigns, targeted advertising, and strategic partnerships. This will ensure a strong online presence and reach the ideal travelers seeking off the beaten path destinations.
● Fort Bragg: Unveiling the Unexpected: We'll develop a captivating brand narrative that differentiates Fort Bragg from other coastal destinations. This will spotlight the city's unique character, rich history, and the authentic experiences it offers.
12 What’s the Story
Our creative approach for Fort Bragg
13 What’s the
goal?
When embarking on any creative project we begin with the end in mind. We believe that a successful creative set not only turns heads, but it inspires action. Every phase of our creative process begins with a question:
● What’s the goal? Having a clear understanding of the project’s mission is integral to creating effective creative.
● Who and where?: Who are we speaking to and where are they? In answering this question we develop a thorough understanding of what platforms and mediums this creative set needs to show up on in order to reach out target audience. Generating creative that is uniquely designed for individual platforms is a must.
● What’s the main message?: What do we really want people to take away from this creative? We carefully begin to craft the language and messaging around the project. Scripts, taglines, social media captions, website copy, blog content - if it needs words, we will write them! ● What’s the look and feel?: Our design team begins crafting the visuals for the project and making recommendations. What do we want our audience to feel and how will we get them there? Will this project benefit from a photoshoot? Does it need custom animations? Should there be a unique campaign logo or graphic? How does it fit into the larger Visit Fort Bragg Brand? ● Ready for launch? We finalize the pieces for peak performance across all earned, owned, and paid platforms.
● What needs a fix? All great campaigns need regular maintenance and updates to keep up with changing trends and technological landscapes. We carefully monitor the performance of our creative sets and make recommendations when they are due for a refresh.
Who and
where?
What’s the
main
message?
What’s the
look and
feel?
What needs
a fix?
Calling all Explorers
Paid media landscape
Building on the foundation of our comprehensive marketing plan, these targeted paid media recommendations will amplify Fort Bragg's appeal and attract new visitors.
Channels to explore:
● Targeted Social Media Ads: Leverage Facebook and Instagram based on target audience demographics and content preferences.
● Pay-Per-Click (PPC) Ads: Bid on relevant keywords like "California coastal towns," "unique things to do near [nearby city]," or "family vacation spots California."
● Programmatic Advertising: Place targeted display ads on travel blogs, websites with a travel focus, or local news outlets based on visitor demographics.
● OTT (Over-The-Top) Advertising: Consider targeted ads on streaming services like Hulu or YouTube to reach potential travelers during leisure time.
● Podcast Sponsorships: Partner with travel-related podcasts to reach a specific audience segment.
14 Owning the Narrative
Owned media opportunities
By strategically utilizing these owned channels, we can create a captivating online presence that fosters brand awareness, ignites travel inspiration, and shares the magic of Fort Bragg.
Social Media:
● Content Cadence: Develop a consistent posting schedule with a mix of high-quality visuals, informative captions, and interactive elements (polls, contests) to keep your audience engaged. ● Community Cultivation: Encourage social interaction by responding to comments and featuring user-generated content with #FortBraggLove.
Email Marketing:
● Targeted Lists: Segment based on demographics and interests to ensure relevance. ● Content Captivation: Develop email newsletters featuring captivating visuals, local event updates, special offers, and insider tips for exploring Fort Bragg. ● Call to Action Clarity: Every email should have a clear call to action, whether it's booking a stay or visiting a dedicated landing page for special promotions.
Website:
● Content Hub: Provide comprehensive information on Fort Bragg's attractions, accommodations, dining options, and events.
● Storytelling Spotlight: Utilize captivating visuals and compelling text to weave a narrative that showcases Fort Bragg's unique offerings.
● SEO Savvy: Optimize website content with relevant keywords to ensure Fort Bragg shows up prominently in travel-related online searches.
15 Earning the Spotlight
Public relations
Through integrated PR efforts we strive for positive media coverage that generates impact.
We want to leverage influencer voices and build strong partnerships to share the message of Fort Bragg and why it’s a destination you don’t want to miss.
Public Relations:
● Newsworthy Narrative: Craft captivating press releases highlighting unique Fort Bragg happenings, from exciting events and awards to one-of-a-kind experiences.
Target travel publications, local media, and online travel bloggers to get the word out. ● Media Magnet: Build strong relationships with travel journalists and bloggers. Offer immersive experiences like local tours and exclusive interviews.
Influencer Spark:
● Strategic Selection: Identify relevant travel content creators (micro-influencers) whose audience aligns with Fort Bragg's target visitors and brand identity. ● Collaborative Content Creation: Develop co-branded campaigns and seek those who create authentic and engaging content, not just massive followings.
Strategic Partnerships:
● Local Legends: Join forces with local restaurants and attractions to develop promotions that showcase the combined strengths of everything Fort Bragg offers. ● Community Champions: Partner with local organizations for co-hosted events or specialty tours. Collaborate with historical societies or art centers to highlight Fort Bragg's rich heritage and vibrant cultural scene.
16 Measuring Success
A multi-channel KPI framework
A data-driven approach is crucial to gauge the effectiveness of our marketing efforts. Here's a framework outlining key performance indicators (KPIs) to track progress across paid, owned, and earned media channels in addition to STR and TOT reports.
Paid Media
● Reach & Awareness: Impressions, Click-Through Rate (CTR), website traffic. ● Engagement: Likes, comments, shares on social media ad posts. ● Conversions: Inquiries or newsletter sign-ups generated through paid ads. ● Return on Investment (ROI): Cost-per-acquisition (CPA) to measure the efficiency.
Owned Media
● Reach & Awareness: Website traffic, social media reach, email open rates. ● Engagement: Likes, comments, shares on social media posts and website engagement.
● Lead Generation: Newsletter sign-ups, contact submissions, requests for information. ● Brand Advocacy: User-generated content featuring #FortBraggLove.
Earned Media
● Brand Sentiment: Track media coverage sentiment (positive, negative, neutral). ● Reach & Awareness: Media mentions (articles, social media posts) about Fort Bragg. ● Website Traffic: Organic traffic to the tourism website driven by earned media efforts. 17 THIS IS WHAT WE DO
RELEVANT
EXPERIENCE
19 Names We Stand Behind
CASE STUDY: VISIT ATASCADERO
20 Verdin’s strategic and consistent approach for Visit Atascadero has dramatically increased TOT and established a stand-out brand amongst it’s Central Coast competitive set.
“We are very fortunate
as a city to have
acquired Verdin’s
services. Their level of
professionalism,
execution, and positive
personalities are second
to none. I can with
complete confidence
recommend Verdin to
anyone looking to
market and promote
their destination,
business, and/or
organization.”
Amar Sohi, CEO, Current
Board Member |
Past Chair, Visit Atascadero
21 Our team partnered with Visit Atascadero in 2015 and have been making magic happen ever since. From robust campaigns to dynamic social storytelling, we have been introducing Atascadero to new visitors all over the globe. And we see it in the numbers. With multiple award-winning projects, YOY growth in TOT and a strong relationship with the local makers, collectively we have turned this city into a destination you don’t want to miss.
When people think San Luis Obispo County, they think rolling vineyards and crashing waves. They don’t think “Atascadero.” This inland town was struggling to obtain “top of mind” space in comparison to its neighboring communities of San Luis Obispo and Paso Robles. We fixed that.
The Goal: Create a thriving tourism brand and
destination from the ground up
CITY OF ATASCADERO
22 VISIT ATASCADERO
MEDIA KIT PRINT ADS
SOCIAL MEDIA VIDEO SERIES SOCIAL MEDIA TEMPLATES AND REELS
RETRO HOTEL KEYCHAIN
BRAND ILLUSTRATIONS FOR SOCIAL MEDIA
AND BEYOND
23 VISIT ATASCADERO
DIGITAL ADS
24 As a result…
71%
Increase
Transient
Occupancy Tax
309%
Increase
In Social Media
Followers
889%
Increase
Avg. Annual
Website Traffic
VISIT ATASCADERO (2015-2024)
CASE STUDY: CITY OF SAN LUIS OBISPO
25 Our engaging localized campaigns revitalized San Luis Obispo’s downtown economy in a post pandemic landscape.
“The team has been incredible! They have
been flexible with changing priorities,
always meeting deadlines and delivering
top notch work in all situations. They
listen to feedback and come back with a
solution-minded response. It has been a
pleasure to work with the team this year.”
Molly Cano, City of San Luis Obispo Economic
Development Director/Tourism Manager
26 Verdin has worked with the City of San Luis Obispo in different capacities throughout our 21 years of operation and became listed as a preferred vendor in 2022. The past two years we have worked on a variety of projects to support the community.
Each campaign involved a full sweep of the marketing process from campaign design and branding through deployment across all earned, owned and paid channels, as well as creating brand toolkits for local businesses to engage in the campaign. The team has been able to maximize efficiency and budgets in branding and messaging efforts across different projects to become a trusted partner for the City.
CITY OF SAN LUIS OBISPO
The Goal: Assist the city in launching localized events and campaigns to instill a sense of community pride and revitalize incentivise keeping dollars local
27 LOVE SLO LIKE YOU MEAN IT CAMPAIGN
CITY OF SAN LUIS OBISPO
SLO RESTAURANT WEEK CAMPAIGN
28 DOWNTOWN SUMMER SPENDING CAMPAIGN
CITY OF SAN LUIS OBISPO
ARTOBER CAMPAIGN
29 NEIGHBORHOOD CAMPAIGN - SUPPORT LOCAL
CITY OF SAN LUIS OBISPO
30 CITY OF SAN LUIS OBISPO
As a result…
$1.2M
Economic impact
through the
support local
programs
5,000
Shoppers
Participated in
the campaign
23%
Increase
YOY for direct
spending
CASE STUDY: VISIT SANTA YNEZ VALLEY
31 Through strategic content creation we have developed an undeniable online brand presence that turns heads.
“Verdin has been a great partner for
Visit the Santa Ynez Valley. Their
understanding of our region and
audience, coupled with strategic planning
and creative execution, has brought
great results for our social media
presence. They get results, and they're
fun to work with!”
Shelby Sim, President & CEO
Visit Santa Ynez Valley
32 To elevate Visit the Santa Ynez Valley's social media presence, our initial efforts centered on conducting comprehensive research and creating a brand tone guide and a strategy for all content creation. We identified the most impactful social platforms and curated monthly content calendars that highlighted the unique charms of each of the destination's six towns. Leveraging CrowdRiff, we have grown their asset library with user-generated photos and videos.
When we started managing Visit the Santa Ynez Valley's social accounts, their primary objectives were to maintain a consistent posting schedule, tailor messaging to their audiences, monitor all platforms and increase engagement. We have since expanded our work to include the development of a monthly blog for their website and the creation of multiple California Now Travel Stories for widespread use across all social media platforms.
VISIT SANTA YNEZ VALLEY
The Mission: Create highly branded content that generates ROI 33 VISIT SANTA YNEZ VALLEY
BLOG
TONE SHEET
SOCIAL STORY SOCIAL MEDIA GRID
34 15,975,197
Social Media
Impressions
551%
Increase
Social Media
Followers
1,524
Total Blog Views
(Since Jan 2024)
VISIT SANTA YNEZ VALLEY
As a result…
THE TEAM BEHIND THE WORK
KEY
PERSONNEL &
QUALIFICATIONS
36 Verdin’s Key Personnel
Mary has more than 30 years of marketing experience and an energy that keeps ideas fresh and strategic. Her personal list of awards, combined with the industry awards our agency wins every year, reflect Mary’s proven ability to create communications success for clients. An innate problem solver and natural leader, she founded Verdin more than 20 years ago and continues to grow the firm with a gusto for finding ways to give back to the community.
EXPERIENCE, CREDENTIALS AND EDUCATION:
Mary Verdin
President & Chief Executive Officer
Role: Participates in discovery
and initial meetings, provides
ongoing strategic input.
Ashlee guides Verdin’s account staff with enthusiasm, and plays a leading role in all client work. Her friendly and dynamic personality makes our clients instantly feel comfortable and confident. She is the master of surpassing client needs with an unwavering devotion to achieving stellar results.
EXPERIENCE, CREDENTIALS AND EDUCATION:
● Stevie Award—Women in Business
● PRSA Professional of the Year
● Rotarian of the Year, 2002 & 2023
● Leadership SLO, Class IV &
Leadership California, Class 24
● Past Chair & Director, SLO Chamber
of Commerce Board
● President’s Award, National
Philanthropy Day, AFP
● UC Davis: Psychology
● Relevant experience: strategically
involved in work performed for all
Verdin clients, notably those listed
as work samples and references in
this proposal
● Pacific Coast Business Times
Awards: 40 Under 40; Top 50
Women in Business; Who’s Who in
Marketing & PR
Ashlee Akers
Partner & Chief Strategy Officer
Role: Participates in strategic
planning meetings, oversees
and reviews branding and
marketing strategies.
● Relevant experience: strategically involved in the work performed for all Verdin clients, notably those listed as work samples and references in this proposal
● Partner at Verdin; 13 years with agency
● 15 years of experience in tourism marketing and advertising ● San Luis Obispo Tribune Top 20 Under 40
● Pacific Coast Business Times Who’s Who in Marketing & PR ● Serves on Central Coast Tourism Council Board of Directors ● Serves on marketing and branding committee for Visit SLO CAL
● Cal Poly, San Luis Obispo: Agriculture Science/Agricultural Business
37 Allie oversees client accounts, collaborates with cross-functional teams and ensures successful marketing strategy implementation. Using her communication and organizational skills, she facilitates coordination among team members, stakeholders and clients.
EXPERIENCE, CREDENTIALS AND EDUCATION:
Allie Rohlfs
Account Manager
Role: Provides day-to-day support
for Fort Bragg through various
marketing channels, including public
relations, web, email marketing,
social media and more.
Riley is the helm that steers Verdin’s creative team right direction. Her keen eye and strategic mind lead Verdin to produce work that is strikingly distinct.
EXPERIENCE, CREDENTIALS AND EDUCATION:
Riley Grim
Creative Director
Role: Steers in creative
planning, develops brands,
campaign and ad concepts and
oversees all creative work.
● Cal Poly Journalism Department Public Relations Leadership Award ● B.S. in Journalism and B.A. in Modern Languages & Literature from Cal Poly, San Luis Obispo
● Minor in Integrated Marketing Communications
● Relevant experience: extensive experience in branding from brand concept development to keeping established brands current and resonating with audiences through all marketing channels ● 14 years design experience in various industries
● Chico State University: Communication Design with a focus in Media Arts and minors in International Studies and Set Design Verdin’s Key Personnel
38 Michelle Starnes
Partner & Chief Operating Officer
Michelle keeps the firm striding forward
as a strong partner for clients and an
incubator for innovative ideas.
Ashley Scarcella
Account Manager
As Account Manager, Ashley’s background in
the hospitality and tourism industry allows her
to connect with clients and identify opportunities
to enhance their efforts.
Candice Walton
Project Manager
Candice draws on her background in tourism,
business development and project
management to make sure work at Verdin is
completed on time and on budget.
Devan Spiegel
Account Coordinator
Devan supports our accounts team by
maintaining detailed communications with our
other departments and keeping client work
organized.
Natalie Bovee
Account Manager
Natalie organizes big ideas into practical steps
to accomplish clients’ goals. She’s a strong
advocate for our clients and manages accounts
with optimism, energy and care.
Verdin’s Key Personnel Support Team
Jennifer Wright
Content Strategist
With an eclectic background in journalism and retail
marketing, Jennifer uses her creativity and writing
skills to help tell the stories of Verdin’s clients
through a range of platforms.
Katie Kollmann
Senior Graphic Designer
Katie approaches design work through a lens of
thoughtfulness and strategy. Her knowledge of
what will work means our designs are as smart as
they are stunning.
DON’T JUST TAKE IT FROM US
REFERENCES
40 Results from our quarterly client surveys
We appreciate your team's willingness to always work with us and come at projects creatively. Ashlee Akers has been a godsend this past year especially, and we're so grateful for all that your team does.
—Brittney Hendricks, VP/Marketing & Communications,
Visit Oxnard
An excellent company, great talent, great leadership.
—Alan Iftiniuk, Former President/CEO French Hospital Medical Center The most reliable references we have are our clients.
See what they have to say:
We love Verdin and have enjoyed a solid partnership over the past 5+ years! Looking forward to continued success, engagement and the positive results we've experienced.
—Terrie Banish, Deputy City Manager, Outreach, Events and Promotions, City of Atascadero
The team has been incredible! They have been flexible with changing priorities, always meeting deadlines and
delivering top notch work in all situations. They listen to feedback and come back with a solution-minded response.
It has been a pleasure to work with the team this year. —Molly Cano, City of San Luis Obispo Tourism Manager
The professionalism, enthusiasm, and attention to detail of the Verdin Team is amazing!
—Jocelyn Brennan, Former South County Chambers
CEO & Arroyo Grande Tourism Manager
Overall ratings from our
2023 quarterly surveys
(out of five stars):
Client service:
Creativity:
On time & on budget:
Value:
Visit Atascadero
Terrie Banish, Director of Community Services &
Promotions
[email protected] | (805) 470-3490
City of San Luis Obispo
Molly Cano, Economic Development
Director/Tourism Manager
[email protected] | (805) 781-7165
41 Visit Santa Ynez Valley
Danielle Laudon Ruse, Vice President
[email protected] | (805) 450-8841
Walnut Creek Arts + Rec
Elizabeth Orcutt, Community Relations Manager
[email protected] | (925) 943-5850
References
LET’S GET DOWN TO BRASS TACKS
BUDGET &
SCHEDULE OF
CHARGES
43 Proposed Budget for Brand
Development from Verdin
The following proposed sample budget is in draft form based on details from our initial conversation. The budget is subject to change to accommodate Visit Fort Bragg’s priorities and budget.
Total Budget: $180,000
Groundwork
Following the Verdin 360 process,
our team would complete the
anticipated scope of work listed
below.
The Verdin and Visit Fort Bragg teams
will meet to gain insight and
perspectives and confirm goals.
Groundwork is estimated to take one
month, depending on client schedules
and approvals, and is proposed to
include the following:
● Immersion meeting
● Creative brief development to
guide direction for campaign
assets
● Development of Marketing
Strategy including Media Plan
Gauge Results
Data and results determine optimizations which
will be evaluated each month and shared
during monthly calls. In addition to ongoing
touch bases the team will complete the below.
● Quarterly reporting/stat
summary
● Annual Year-End Report
creation and presentation
Please note, billing will not exceed agreed upon scope of work. All services are based on a blended rate of $175 per hour.
Get Working
This phase includes the development of
approved paid, earned and owned initiatives
and is estimated to be approximately 10
months depending on client availability and
approvals.
● Account management including media
buying, budget and timeline management
and ongoing communication
● Paid media buy budget of $50,000
● Public relations implementation and event
support based on goals determined in
Immersion
● Creative development for campaigns
including asset development and
promotion support
● Social media content creation and
implementation
● Ongoing website optimizations based on
performance
44 Additional Recommendations
We had a few more ideas up our sleeve. Below are budget ranges of additional opportunities to extend the reach of the Fort Bragg story. We understand these might not fit in the scope today but you can expect fresh ideas consistently when you work with Verdin.
Up to $36,000
Extended outreach
● Increased paid media spend by $15,000
● Additional public relations efforts and influencer support ● Additional micro campaigns for owned channels
● Website enhancements
In-market exploration
● In-market research including additional
stakeholder meetings, destination tour and
local community interviews
● Organic-style asset development
How we work together
Billing & Related Requirements
Invoices are payable net 30, and Verdin does not offer any discounts for early payment. Payments are accepted via ACH and by check, and credit card payments are accepted with a
3.5% service charge.
Sales and Use Taxes
Taxable items are identified within the budget management.
Verdin’s bookkeeper will include appropriate tax on invoices and your Account Manager will verify all tax charges before you receive the invoice.
Transparent Invoicing & Reporting and
Reconciliation of Paid Media
We have an uncompromising commitment to transparency in billing and reporting, so our clients have all the information they want to see in each report. If applicable, media will be reconciled each month and adjusted as needed. We will
provide reporting and updated invoices as needed as back up for any adjustments.
Client Sign-off
Our policy is clear and straightforward: no actions are undertaken without the client’s approval. This goes for purchasing, too. Before printing or purchasing, we provide initial estimates with recommendations, so clients may
consider pricing options.
45 TIME IS A CONSTRUCT
WORK
SCHEDULE
Campaign Assets
● Creative development
for campaigns assets
47 Proposed Time Schedule from Verdin
The following proposed sample timeline in draft form based on details from our initial conversation.
The timeline is subject to change to accommodate Fort Bragg’s priorities and budget.
Groundwork
● An immersion meeting
● Creative brief
● Development of
marketing strategy &
media plan
2 Months 10 Months
Get Working & Gauge Results
● Account management including budget and timeline management, meetings, recommendations and ongoing communication
● Public relations implementation based on goals determined in Immersion ● Social media content creation and implementation
● Ongoing website optimizations based on performance
● Ongoing creative development
Paid Media Buy
● Paid media buy once creative
campaign assets are approved by
client
2 Months 8 Months
WE’RE COVERED
INSURANCE &
CONSULTANT
AGREEMENT
49 Insurance & Consultant
Agreement
Verdin agrees to the required insurance coverage and the Consultant Agreement with no amendments.
THANK YOU
© 2024 by Verdin Marketing. All Rights Reserved. This work is the property of Verdin Marketing and no part of it can be reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of Verdin Marketing, except where permitted by law.
I think we’re going to be friends.