the Cheboygan County

SenSe of Place
ProjeCt

Consulting and Marketing ProPosal

Submitted to: The Cheboygan County Economic Development Corporation 870 South Main Street Cheboygan, MI 49721

Submitted by:

creative marketing
advertising Public relations design internet Marketing Consulting

224 North Main Street Cheboygan, MI 49721 231-268-3115 www.NorthernLightsAdvertising.com

Table of Contents

The Project 2 _________________________________________________ Sense of Place Committee 4 _________________________________________________ Sense of Place Assets List 5 _________________________________________________ Northern Lights Proposal Our Vision 8 _________________________________________________ Activities Outline 12 _________________________________________________ Documents Outline 15 _________________________________________________ Timeline 15 _________________________________________________ Northern Lights Creative Marketing 16 _________________________________________________ Confidentiality and Rights to Material 26 _________________________________________________ Work Order Changes 26 _________________________________________________ Sense of Place Project Budget 26 _________________________________________________ Summary 30

The Project
The Cheboygan County Sense of Place Project is one of the most significant marketing initiatives undertaken by the area in recent memory. It seeks to help communities of the county, especially those which have not yet done so, define and take purchase in what makes them unique and compelling places to visit, work, and live. It also seeks to establish a broad marketing message for the county area that works in harmony with the community marketing messages. Equally important, the Cheboygan County Sense of Place Project envisions the creation of a sustainable marketing plan, media tools, and new funding sources to reach the targeted audiences. The targeted audiences are very well defined in the Request for Proposal. As defined in the RFP, Sense of Place for a community is its uniqueness as a town or locale, its own remarkable history and its place in the American fabric, its natural resources and beauty, its architecture, its recreational opportunities, and its people. Its place-making in community planning terms and the greater region or county is a sum total of each community which has it own unique and definable Sense of Place. The project came about as an outgrowth of the Strategic Plan of the Cheboygan County Economic Development Corporation (EDC). Two of the highest priorities of that plan are to increase greatly the number of tourists visiting our communities and to attract entrepreneurs and the new jobs that come with them in terms of small business development. Tourism dollars are down significantly over the last decade. We need a whole new generation of tourists to discover our county and its communities. Unemployment is high. The area needs new employers and more jobs. Young educated people are leaving the area and not coming back. We need to help build small business development activities. We need to attract entrepreneurs. So the principal target audiences are: 1. Potential visitors who would come to the communities of Cheboygan County if they knew of the unique natural beauty, the special character to the communities, and the recreational opportunities found no where else. 2. Entrepreneurial minded individuals (and their families) who wish to establish their businesses in places which have a unique and irresistible quality of life.

Of course, it wouldnt hurt to reach the baby boom generation eyeing retirement and looking for wonderful northern places to do it. Statistics show individuals of that generation become active in their new communities and often start the business they always wanted to try. When the communities of Cheboygan County understand and internalize their unique Sense of Place and communicate it through effective branding and marketing, they can effectively compete for tourism dollars and young entrepreneurs in a highly competitive environment. The Sense of Place Request for Proposal for Cheboygan County, funded by the US Department of Agriculture Rural Business Enterprise Grant clearly defines the mission, processes, objectives and deliverables regarding the project. Overall long term success, however, depends on the quality of the final Sense of Place branding by all communities participating, the costeffective nature of the marketing plan developed and implemented, and the committed buy-in participation of the area communities the plan is designed to benefit. It is understood that the Study Committee of the EDC will provide guidance, input and assistance in accomplishing the goals of the RFP for Cheboygan County.

Sense of Place Committee

Integral to the project, the Cheboygan County EDC will establish a Sense of Place Committee made up of organizations, individuals, groups and other stakeholders, including but not limited to the following: Cheboygan County Community Development Department Cheboygan Economic Development Group Cheboygan Foundation Michigan State University Extension (MSUE) Northern Lake Economic Alliance (NLEA) Northeast Council of Governments (NEMCOG) Local Chambers of Commerce of the County Tourism Bureaus of the County Downtown Development Authorities Village and Township Governments Regional Asset Collaborative Trails Groups Outdoors Groups Preservations Societies Private Tourism Entities

 Businesses Service Groups Rotary, Kiwanis, etc. Other Key Stakeholders and Organizations

Input from this committee will have much to do with the quality and sustainability of the final Sense of Place marketing products, marketing plan, and in finding funding sources. This will be a team effort from start to finish. The fact that this committee will be established and will help support the project provides a great opportunity for success. Great ideas will come from this group and this group will help test ideas gathered from the communities and stakeholders.

Sense of Place Asset List

According to the RFP, a comprehensive list of Sense of Place Assets (for communities and for the county at large) will be compiled and provided to the consultant as part of this project. WE all understand that making a list is not good enough. How the assets are described and made part of the local and area wide brand is critical. We have to get this right if we are going to reach both the targeted tourism audience and those entrepreneurs who would be naturally attracted to our unique part of northern Michigan if they learned about it.

Preliminary Sense of Place Assets List:

This list is intentionally left in random order. One of the highest rated, varied-use trail systems in the country for hiking, walking, running, bicycling, cross country skiing, ATV, and snowmobiling. Top rated Rails to Trails destination. Black Mountain State Recreation Area. Miles of beautiful shoreline on Lake Huron and the Straits of Mackinac. The majesty of the Mackinac Bridge. Mackinac Island singular history and allure. Its the major tourism destination from our county. Cheboygan State Park. Aloha State Park. Burt Lake State Park. Rich cultural history and traditions. Historic downtowns and neighborhoods. Historical centers and museums. Unique local architecture.

Community libraries and information resource centers. The Great Inland Lake Waterway. Historic lighthouses and the Great Lakes Lighthouse Keepers Association and Museum at Mackinac Point Lighthouse in Mackinaw City. Three of the largest inland lakes in Michigan: Black, Burt, and Mullett. Boating and fishing opportunities beyond compare. The lake life and access to it. Marine and marina services. Many other smaller but wonderful inland lakes. Many finely maintained and affordable boat slips. Incredible kayaking and river rafting opportunities. Quick access to Michigan State Historic Parks: Fort Michilimackinac, Fort Mackinac, and Mill Creek Discovery Park (in Cheboygan County). Thousands of woodland campground sites. Nature Conservancy on Lake Huron. Growing green lodging industry. A long list of special events throughout the year such as Summerfest, Riverfest and the Wanigan and Kayak Races, Winterfest, Top-of-the-Mitt Boat Race, Salmon and Walleye Fishing Tournaments, Labor Day Bridge Walk, open air concerts, golf tournaments, Cheboygan County Fair, Holiday Parades and many other varied celebrations and events in Wolverine, Topinabee, Aloha, Mackinaw City, Indian River and Cheboygan. Inland lake shoreline drive on Mullett Lake. Its the scenic route to The Straits from I-75. Championship golf courses. Renowned lake and stream sport fishing. One of the great Sturgeon preservation efforts in the upper Great Lakes. Vast stretches of public and private forests and woodlands. Rich farmland and sustainable local agriculture in a largely rural county. Farmers markets in nearly every community. Deep water port and harbor in Cheboygan that is the envy of the northern Great Lakes. Ferry service to wild and mysterious Bois Blanc Island. The Cheboygan Locks. The major scuba diving center in the northern Great Lakes with the most sought after shipwreck diving sites in the Straits of Mackinac which are easily accessible. Wildlife in remarkable abundance. Bird watching in a major migratory route. Renowned small and big game hunting.

Michigans only thriving Elk Herd. Cheboygan River for fishing and kayaking and recreational boating. Sturgeon River for trout fishing, rafting and kayaking. Indian River for fishing, kayaking and recreational boating. Maple River for trout fishing. Pigeon River watershed. Renowned ice fishing in the winter. Increasing educational opportunities at North Central Michigan College. Arts community centered at the historic Cheboygan Opera House and active in all communities. Old 23 Historic Route. Short drive access to fabulous downhill skiing and snowboarding in our neighbor county. Some of the best cross country and snow shoeing terrain and trails in Michigan. Numerous pristine wetlands. Incomparable day trip headquarters, by land and by water. Eco-tourism positioning. Ample energy resources in natural gas along with renewable energy opportunities in solar, wind, and biomass power. Rapidly developing broadband internet access for villages, towns, and rural areas. Churches of nearly every denomination. Michigans largest Cranberry farm. Cross in the Woods, the world largest crucifix. Vacation affordability. Springtime morel mushroom hunting super destination. Roads and transportation. Significant community hospital presence in Cheboygan Memorial Hospital. Cheboygan County Airport. Pellston International/Regional Airport (Delta). Senior services, facilities, and lifestyle values. Rural, city, and village antique industry. Hospitality industry: hotels, cabins, bed and breakfasts. Restaurants, from fine dining to casual, from historic downtowns to river and lakeside. One of a kind shops and stores. Active public service organizations. Three vital and active chambers of commerce. Cost of living, affordability of housing and real estate

Northern Lights Proposal Our Vision

Northern Lights Creative Marketing, like each marketing company participating in the proposal process, has its own vision for fulfilling the consultants requirements according to the Sense of Place RFP. Northern Lights is not just a consulting firm, were a full service marketing agency with in-house talents in advertising, public relations, graphic design, website development, and internet marketing. Our approach to this project reflects those skills and strengths. We will not only deliver the final Sense of Place marketing themes and logos, marketing plan, Cheboygan County area marketing website, and funding sources concepts according to the RFP, Northern lights will also produce designs for campaign collateral materials, original photography archive, marketing videos, and marketing websites for Aloha, Topinabee, and Wolverine. These and other additional services are outlined below. This means the marketing for the Sense of Place Project, in terms of image, message, and marketing tools will be ready to launch when the Sense of Place Marketing Plan is delivered. We will perform this work all within the budget outlined. As the RFP mentioned, the project is not limited to just the deliverables outlined because the EDC is open to additional input during the selection process and subsequent implementation. Our marketing consultant approach is in response to that. The fact that we are members of the community is another reason for this approach. We know the communities of the county want a united marketing program for the area. We propose helping the communities and the county with an array of marketing services and definable marketing end-result products and tools all within the budget of the project. This will help in gaining community buy-in and enthusiasm. We are active members of the Cheboygan, Indian River, and Mackinaw City Chambers of Commerce. We are also members of the Petoskey Chamber as well as St. Ignace. Northern Lights knows the communities, is headquartered here, and has a vested interest in cooperation and participation.

In terms of marketing consulting services asked for in the Sense of Place Project RFP, Northern Lights will provide the following: Meetings with Study Committee of the EDC. Periodic reports, discussions, and revisions. Leadership in coordinating input and advice from the community Sense of Place Committee. Leadership, facilitation, coordination, promotion, and management of the community and community stakeholder meetings. Delivery of reports on community and community stakeholders meetings. Delivery of logos and taglines for the participating communities (those which need one). Delivery of Cheboygan County Sense of Place marketing website. Delivery of Cheboygan County Sense of Place Marketing Plan. Delivery of the Sustainability and Funding Sources Recommendations. Delivery of Final Report.

In terms of additional agency services, Northern Lights will provide the following: Develop Sense of Place marketing photography archive. Develop Sense of Place marketing videos for each community and one combining those for the county featuring Sense of Place assets. Creative design and development of Sense of Place marketing campaign collateral material (brochures, billboard graphic art, etc.). Sense of Place websites for Aloha, Topinabee, and Wolverine, with consulting and integration development for Mackinaw City, Indian River, and Cheboygan. Website copywriting. Website Content Management System (CMS) and training for the participating communities. Database system for e-newsletter marketing. Integration of local websites into the Cheboygan County Sense of Place marketing website. Social media marketing development for website(s). Search engine optimization (SEO) for the website(s) developed.

Sense of Place Project Communities: Marketing Discussion (google map for each) 1. Mackinaw City Mackinaw City has an effective marketing logo and brand already and, as the primary gateway to Mackinac Island, is the number one summer tourism destination in the state of Michigan. Its centered on being able to relive the past with attractions like Historic Mill Creek, Fort Michilimackinac, Ft. Mackinac on Mackinac Island, and the going back in time adventure of Victorian Mackinac Island itself.

Their Living History, Making History marketing theme will be one of the brands incorporated into the county Sense of Place marketing effort. They have a strong Chamber of Commerce and active tourism bureau. Creating support for and active participation in the area wide marketing plan will be the central focus of the consultant activity in regards to Mackinaw City. 2. Indian River Indian River also has an effective marketing theme. The Chamber of Commerce and the businesses of the community feel strongly about their Sense of Place, that indeed All Trails Lead to Indian River. Its based on reality. Multi-use trails pass through and by Indian River, two scenic rivers converge there, its in the heart of the Inland Waterway, and its a major northern Michigan I-75 exit. This marketing theme will be one of the brands incorporated into the county Sense of Place marketing effort. They have a strong and active Chamber of Commerce (which performs services for the tourism bureau). Like Mackinaw City, creating support and participation for the area wide marketing plan will be the central focus of the consultant activity in regards to Indian River. 3. Cheboygan Sense of Place branding for the City of Cheboygan is one of the most important elements of the project. Not only is the City of Cheboygan the largest community in the area, the city lacks a clear marketing theme or tagline while having one of the longest lists of Sense of Place assets in the county. In the last year, both the Chamber of Commerce and the city have been expressing their intentions of coming together to make this happen. This project represents a tremendous opportunity to guide that process and finally establish a Sense of Place marketing theme for Cheboygan, one that is effective within the overall area marketing and branding plan envisioned in the RFP. The marketing theme developed will be incorporated into the existing Chamber and city websites. Northern Lights anticipates a high number of consultant hours will be dedicated to developing the citys Sense of Place marketing theme with both the Chamber of Commerce (which provides services to the tourism bureau) and city officials deeply involved.

4. Wolverine Wolverine has a website but lacks a distinctive marketing theme and logo. One of the most pristine stretches of the Sturgeon River (with some of the best trout fishing in the north) runs right through the village and south of it. Theres kayaking and many other recreational opportunities. Its close to the elk herd. Its vast woods are deep and accessible by trails. This is the Wolverine State. A new Sense of Place website for Wolverine will be created via the consultant and marketing work in this proposal.

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5. Topinabee Topinabee also lacks a distinctive Sense of Place marketing theme and logo although it has many assets to communicate. Topinabee has a very modest and underdeveloped marketing website. Its the only community along the scenic shoreline drive of Highway 27 from Exit 313 off I-75 all the way to Cheboygan. It features a remarkable library with a great history collection in the old train station right on the North Central Michigan Trail. Situated on the sunrise side of Mullett Lake, Topinabee features public access to the waters of Mullett Lake and has highly rated restaurants and unique shops. A new Sense of Place website for Topinabee will be created via the consultant and marketing work in this proposal. 6. Aloha The community of Aloha Village (located by Aloha State Park) has strong Sense of Place assets but no distinctive marketing theme or marketing website. Aloha State Park is one of the most popular camping destinations in northern Michigan for both residents and visitors alike. On the shores of beautiful Mullett Lake, this community has a long history, dating back to the railroad days, and offers a wonderful beach atmosphere, boating access, open fields, playgrounds, village stores and over 300 campsites, many with electrical service. A new Sense of Place website for Aloha will be created via the consultant and marketing work in this proposal.

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Local and Regional Sense of Place Branding Activities Outline

This marketing project is all about enthusiastic community buy-in and participation. Its centered on identifying the local community marketing assets and understanding their importance in the marketing message to reach our targeted audiences. The following list of activities is planned to accomplish that goal and is presented in chronological order.

1. Visioning Meeting with EDC Study Committee background discussion communities review Sense of Place Committee discussion preliminary Sense of Place assets review -- identifying preliminary marketing concepts review consultant plan review and finalization

2. Visioning Meeting with the Sense of Place Committee background discussion communities review preliminary Sense of Place assets review --identifying development of community stakeholders list preliminary marketing concepts review and input gathering committee survey

3. Visioning Meetings with Communities and Stakeholders initial Sense of Place project meetings with the participating community leaders in their communities/marketing assets review and discussion identifying review past and current asset marketing stakeholders discussion tagline and logo discussion marketing plan ideas and discussion communities and stakeholders survey

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 4. Progress Report to the EDC Study Committee communities Sense of Place branding progress report and recommendations area wide Sense of Place branding progress report and recommendations preliminary marketing plan recommendations preliminary funding sources concepts input from committee

5. Meeting with the Master Plan Advisory Committee share progress reports and gather input

6. Preliminary Sense of Place Graphic Design Based on Consensus area wide and communities logos with taglines campaign collateral material designs (brochure, billboard, etc.) area wide and community website landing page designs

7. Continued Marketing Plan Development media plan research targeted audiences funding and sustainability research

8. Ongoing Sense of Place Photography and Video Production marketing content for websites reinforcement of community and area wide assets for Sense of Place

9. Meeting with Sense of Place Committee review and gain input community and area wide marketing logos, taglines, photography, video, and website(s) landing pages review and gain input Marketing Plan Outline

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 10. Meetings with Communities and Stakeholders

branding endorsement (logos, taglines, images, website landing page) from local communities and stakeholders further Marketing Plan input and endorsement from local communities and stakeholders

11. Progress Report to the EDC Study Committee area wide Sense of Place brand final review community Sense of Place brands final review Marketing Plan review funding sources review

12. Website(s) Development complete design process site architecture planning content development and copywriting coding and programming develop Content Management Systems (CMS) develop social media marketing for websites research and application of SEO develop email marketing function and database management

13. Meeting with Sense of Place Committee branding and website(s) review and input Marketing Plan review and input funding sources discussion

14. Meetings with Communities and Stakeholders final website designs, content, internet marketing functions, maintenance marketing plan review and discussion funding sources discussion

15. Meeting with the Master Plan Advisory Committee Share all work to date and gather input

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16. Meeting with the EDC Study Committee Final Reports branding, websites, and internet marketing plan final marketing plan with media plan final funding sources recommendations website(s) ready to launch

17. Website Content Management Training and Social Media Marketing Training 18. Launch Websites with Internet Marketing and Other Fundable Elements of the Marketing Plan

Documents
a. First Progress Report to the EDC Study Committee b. Second Progress Report to the EDC Study Committee c. Final Report to the EDC Study Committee Sense of Place Branding, Marketing Plan, Websites, and Funding Sources Recommendations

Timeline
Northern Lights proposes delivering the Sense of Place marketing themes and all creative work (logos, taglines, websites, campaign collateral material design, and work-in-progress marketing photography and videos) within six (6) months. The same is true for the proposed marketing plan for the project. The marketing plan will be under development concurrent with the creative work as the above Activities Outline indicates. This timeline allows the opportunity for the countys Sense of Place project marketing to actually begin at the optimum time for tourism based marketing; that is, during the time people are making their vacation plans for 2012. Web based marketing, including social media and email marketing, needs modest dollars compared to print, radio, television, cable, and could begin almost immediately when the consultant and agency work is completed. When the greater marketing plan is adopted and funding sources identified, then implementation of the broader marketing agenda can begin. Photography and video work would continue through the spring and summer of 2012 to create the additional proprietary website content which markets spring and summertime in the area (water and trails recreation, special events, etc.)

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Northern Lights Creative Marketing

Cheboygan Marquette

Recent Community Marketing Work

Indian River Chamber e-newsletter, design, development and training custom marketing sites for chamber members within the main website marketing consulting

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 Cheboygan County Fair designed and developed website designed logo designed sponsorship solicitation materials sponsorship marketing (sponsorship dollars increased two-fold) marketing consulting

County Master Plan designed logo and tagline copywriting and marketing consulting public relations for community visioning sessions

Cheboygan Countys YourCheboygan.com marketing consulting public relations

Cheboygan Economic Development Group marketing consulting logo development website development community college in Cheboygan initiative consulting and project leadership

Cheboygan Events Committee ongoing developmental work marketing consulting member of the committee

St. Ignace Events Committee designed sponsorship marketing materials event marketing materials development marketing consulting member of the committee

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Recent Logo Development, Branding, and Design

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Recent Regional and National Websites

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Recent Regional and National Websites

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Recent Regional and National Websites

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Mackinac Journal Magazine

Last year Northern Lights Creative Marketing provided consulting services to The Mackinac Journal for helping further develop the concept and to help create the advertising plan for sustained revenues for the new enterprise. The Journal, taglined The Monthly Magazine of the Straits, was a project rooted in the sense of place idea that the whole Straits of Mackinac was one marketing area, with both in-common and distinct cultures and histories.

We developed and wrote articles (and continue to do that) and set up initial sales contracts. The magazine is owned by the Cheboygan Daily Tribune, a subsidiary of Gatehouse Media in Webster, New York.

Cheboygan Today Magazine and Website

Over the course of the past two years, Northern Lights Creative Marketing has developed and written articles, provided photography, and partnered with Straits Printing on the strategic marketing plan for Cheboygan Today. The magazine is affiliated with the Chamber of Commerce in marketing vacation tourism, business, and year-round lifestyle advantages of the City of Cheboygan and surrounding area. We are currently developing the new online and interactive version of Cheboygan Today.

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Staff Profiles
Don Lewis Don is a lifelong marketing professional with nearly 30 years in marketing consulting, advertising, public relations, and communications. Hes a member of the Board of the Cheboygan Area Chamber of Commerce and is the Project Leader for Cheboygan Economic Development Groups Community College Initiative. Don writes a weekly column for the Cheboygan Daily Tribune called Back Up North. Hes a graduate of Yale University and received his Masters in Creative Writing and Communication from the University of Iowa. Chuck Atkins Chuck is a technology professional specializing in website development, technology marketing plans, and information technology solutions. Beginning as a programmer and software writer, Chuck has worked in the Information Technology field for over 15 years. As both consultant and principal, hes assisted a broad spectrum of companies in designing and implementing web-based marketing programs. Chuck has been a member of the Cheboygan Area Jaycees for over 4 years and is a past president of the chapter and until recently was a board member of the Cheboygan Economic Development Group. Chuck is a graduate of Northern Michigan University where he earned his bachelor's degree in physics. Bryan Tuck Bryan has over 25 years of creative design and management experience. He delights in bringing effective messages to life through collateral material like brochures, point-ofpurchase displays, pamphlets and reports. His skill at blending image into websites and internet marketing provides our clients an acute resource for taking advantage of todays most remarkable marketing tool. Hes the SEO Strategist for Northern Lights as well. Bryan graduated from Ferris State with a degree in Commercial Art in 1984. Derek Jenkins Derek has been working in information technology for the past 10 years. He graduated with a bachelor's degree in Computer Networking from Lake Superior State University and a minor in Geographic Information Systems. In 2011 Derek moved to Cheboygan from the Upper Peninsula. Nate King Born and raised in Cheboygan, Nate earned a BS degree in Broadcast & Cinematic Arts from Central Michigan University, and spent two years in the broadcast industry. Nate also earned a second bachelor's degree in history and is a certified teacher, doing his graduate studies at Grand Valley State University. Sally Savic Sally has been writing and editing her entire career. Shes published numerous short stories and the highly acclaimed novel Elysian Fields (Macmillan Publishing, 1990). She is the lead editor for Cheboygan Today and writes articles for that publication and others. Sally is a graduate of Tulane University and received her Masters in Creative Writing from the University of Iowa.

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Confidentiality and Rights to Materials

All physical materials and creative work developed and produced during the course of the consultant work will be the property of Cheboygan County.

Work Order Changes

Northern Lights will provide a form for signature for variances in scope and practice of the consultant and agency work as requested from time to time by the Cheboygan County EDC.

Sense of Place Project Budget

Meetings Coordination, Facilitation, and Record Keeping, and Reporting Meetings with EDC Study Committee 3 meetings with average 2.0 hours Meetings with Sense of Place Committee 3 meetings with average 2.0 hours Meetings with Communities Estimate 18 meetings with average 1.5 hours Meetings with Various Stakeholders, Organizations and Businesses Estimate 30 with average 1.5 hours Research, Report Writing, Preparation and Follow-up Estimate 40 hours Miscellaneous Marketing Consulting Estimate 40 hours

Estimated Hours: 184 @ $50 Estimate $7,200 (Northern Lights Standard Rate is $65. In-kind Contribution: $2,760) Staff: Don Lewis, Project Coordinator and Facilitator Bryan Tuck, Project Design Leader Meeting consultant hours will be billed once per month. If fewer meetings are required, this budget item will be lower.

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 Reporting Support Materials Printing, DVDs, Postage, Etc Estimate $875

Meetings Hosting Expenses Occasional Meeting Rooms, Food and Beverage. Estimate: $500

Meetings Travel Estimated miles: 1100 at $.75 per mile Estimate $825

Marketing Plan Development and Funding Sources Market Research Estimate 30 hours Media Plan Development Estimate 30 hours Funding Source Identification and Recommendations 40 hours

Estimated Consulting Hours: 100 Hours @ $50 Estimate $5,000 (Northern Lights Standard Rate is $65. In-kind Contribution $1,500) Staff: Don Lewis, Project Coordinator

Sense of Place Graphic Design Four (4) Logos with taglines (four design variations for each). $1,600 Staff: Bryan Tuck, Project Design Leader

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 Marketing Campaign Material Design for Area Wide Campaign Brochure layout, billboard layout, and rack card layout. $1,000 Staff: Bryan Tuck, Project Design Leader

Sense of Place Tagline Copywriting (No cost. Estimate 30 hours @40 per hour: In-kind contribution of $1,200) Staff: Don Lewis, Project Coordinator

Sense of Place Proprietary Video Production Branding videos for six communities and one for Cheboygan County area) includes scripting, filming, film editing, and music editing. Videos will be filmed through the next four seasons. Each video Five (5) minutes in length. $3,500 (Normal cost is $1,750 per five (5) minute feature. In-kind contribution $8,750) Staff: Nate King, Production

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 Sense of Place Proprietary Photography 100 branding photographs. $1000 Staff: Missy Koszegi, Koszegi Photography Don Lewis, Project Coordinator

Development of Websites Cheboygan County area marketing website along with one for Aloha, Topinabee, and Wolverine. Custom Graphic Design Site Architectures Content and Copywriting Programming and Development CMS Training Social Media Marketing and Training Search Engine Optimization

Total Delivered Cost: $4,000 (Normal cost per custom designed website is $2,500. In-kind contribution $6,000) Staff: Don Lewis, Project Coordinator Content Development Chuck Atkins, Development and Programming Derek Jenkins, Development and Programming Nate King, Video Production Bryan Tuck, Project Design Leader Sally Savic, Content Editor

Total Project Cost: $25,500 In-kind Project Contribution Total: $20,210

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Summary
Northern Lights submits this proposal in good faith and with confidence we can deliver a truly powerful program for marketing Cheboygan Countys unique Sense of Place. We will help the communities of the area realize their marketing potential in reaching the targeted audience of potential visitors (tourists) and those entrepreneurs seeking the ideal location for their businesses, their employees, and their families. Our area and the communities that make it up have stunning Sense of Place assets. Its time to put them to work to improve quality of life for the people of Cheboygan County.

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