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Confidential Proposal

Branding Development, Positioning,


Website & Marketing Strategy

Brian Kerlin
DBA: LTD Voice Over

March 31, 2010


March 31, 2010

Brian Kerlin
DBA: LTD Voice Over

RE: Proposal for Branding, Website & Marketing Strategy

Dear Brian,

Thank you for taking the time to meet with me on Saturday. I enjoyed having the opportunity to learn
more about your ideas, and your innovative approach to full-service voice over, copywriting, and
production. I think you have a strong, viable idea in the works and I am thrilled about the possibility of
helping you bring it to life.

Per our conversation, I have developed a proposal focused on brand building through message and
image, positioning and materials development.

I’ve tried to detail services that fit your needs and complement your internal abilities, with an approach
that focuses on providing creative insight for effective brand positioning, while also providing tools and
resources to help achieve a stronger market position as you evolve and strengthen community
awareness.

If you have any questions or would like additional explanations of the proposal, please do not hesitate to
contact me. I am looking forward to the possibility of working with you in the near future, and hope to
have a chance to discuss this proposal at your earliest convenience.

Sincerely,

Gretchen Gaede, President

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WHY WORK WITH A-TRAIN MARKETING COMMUNICATIONS?

We provide a unique, straightforward


approach to effective marketing:
ƒ Much more than a creative agency, we provide “marketing with a two-track mind,” one that is both creative and
strategic, delivering creative solutions with a strategic purpose to help you reach your desired
destination

ƒ We are a branding-focused marketing agency, meaning we focus on the development and delivery of a
clear, concise, consistent and effective brand as the core defining piece of your marketing efforts, delivering tools and
strategies that effectively deliver your brand message to your target audience and convince them to buy from you

ƒ We focus on delivering value to our clients, which starts with defining exact client expectations, clarifying
the specific deliverables of the project, and distilling clear measurements of success, and ends with delivering what we
say we will deliver, when we say we will deliver it

ƒ Since 1998, the dedicated staff at A-Train Marketing Communications has developed a stellar reputation by providing
creative and highly effective marketing solutions, and nearly 100% of our business comes from repeats
and referrals

ƒ In addition to our internal expertise in market research, strategic planning, messaging, graphic and multimedia
design, public relations, and project management, we work with an extensive network of top-quality, on time, fairly
priced professional organizations to execute printing, mailing, database programming and other services to fit your
exact needs

ƒ We will work co-operatively with your internal marketing staff and capabilities to ensure
we are providing valuable cooperative services and insight, while allowing your team to continue to implement activities
as desired

ƒ We are a value-driven organization that is committed to driving the greater good by working with
clients and industries who understand we all can make a positive impact on the world and who are dedicated to
integrity, dignity, community and sustainability

ƒ The end result: as our clients will attest, you get top-quality marketing materials and solutions, on
time and on budget

We Drive Results.
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CONFIDENTIAL BID PROPOSAL

A. BRANDING AND WEBSITE DEVELOPMENT

Because you are entering a competitive, mature audio “People buy products, people trust
marketing environment with a new approach to client service brands. At A-Train we believe it is about
and value, it is imperative to the success of your company that more than brand loyalty, it is about
your core branding reflects these factors that differentiate building brand fandom.”
your company, currently doing business as LTD Voice Over. - Gretchen Gaede, President
A-Train is highly experienced in all aspects of brand
development and can provide you with the strategic insight,
creative support, and brand testing necessary for you to
execute your brand development confidently and effectively.

OnTrack™ Message Development Program Total Cost:

Because you are having some difficulty succinctly describing what you do, your core services, and unique $2250.00
benefits in a succinct manner, we highly recommend that you go through our OnTrack™ Message
Development Program. A-Train specialized in message definition and we can provide you with a clear,
concise, consistent and effective marketing message and content that can be used in any future promotion
and outreach activities. This process is also highly effective in the development of creative insight and
visioning necessary for successful product naming and logo development.

Message Process and Deliverables:


• Intensive brainstorming and consultation with our expert marketing team to analyze who you are,
what makes you unique, who your audience is, their motivators, how you fulfill their motivators, and
how you’re positioned against your competition
• Development of a clear, concise, effective and consistent Marketing Message, including:
o Creation of Brand Definition (15 second overview)
o Definition of your Unique Selling Proposition/Value Proposition: why your prospects should buy
from you instead of a different organization (or not buy at all)
o Clarification of the tangible benefits of your organization and services
o Message applications that are easily incorporated into existing and future marketing efforts,
including web content, strategic communications and potential ad content (as appropriate)
o Potential taglines, slogans, campaign headlines, and marketing hooks

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Company Naming Total Cost:

We will support you by developing a series of market-appropriate naming options with strong branding $2,700.00
potential.

Naming Process and Deliverables:


• Pre-naming research on the voice over and audio marketing industry in order to identify both naming
opportunities and over-used/over-messaged names and verbiage that should be avoided
• Interactive brainstorming and consultation session with our expert creative marketing team
• Development of a comprehensive name list. Usually in multiple rounds, the names are discussed and
narrowed down, often with new ideas brought to the table again after the initial list and discussion.
Through this process, A-Train will help you narrow to 4-5 “finalists”
• Based on messaging and naming process, create a series of taglines to help create a complete and
cohesive brand and communicate through the “gaps” that a potential name may not fill
• Revisions and/or additional new concepts per feedback from client
• Basic Internet and trademark research on any and all “finalists” to identify potential conflicts and
research available domain names.

Logo-Brand & Identity Materials Development: Total Cost:

We will create a stellar brand/logo and a series of graphic identity materials to support the overall branding $4,500.00 for
strategy of LTD Voice Over. all design
services noted
Logo Development: at left
• Initial creative brainstorming session to better understand project scope and artwork / branding
objectives
Please note: this
• Develop graphic concept that maximizes impact, consistency, brand recognition, and communication of bid does not
your core marketing message, unique offerings, approach, etc include prices for
• Provide 6 to 8 logo/identity concepts with unlimited revisions commercial
printing of
Identity Materials: business card,
• Once a logo is selected, a full series of design samples provided for necessary stationary and identity letterhead, or
materials (BUSINESS CARD, LETTERHEAD, ENVELOPE AND E-LETTERHEAD) envelope
• Provide electronic files that can be used in any materials at any resolution, from web graphics to large
format displays and pantone color coordinate standards for color consistency in all marketing materials
and effective printing management
• Provide a Branding Standards and Guidelines style sheet for easy reference and usage guidelines

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Naming & Logo Concept Testing: Total Cost:

It is common practice in naming and brand development to test naming concepts on external $2500.00
audiences. To best achieve the certainty and confidence that testing brings to the branding process,
we highly suggest holding a pair of focus groups and/or a brief electronic survey to test options.
The electronic survey can be a good way to test outside the local area and obtain quick anonymous
feedback.

Focus Group Process, Design and Facilitation:


• Client meeting/verbal consultation to clarify goals, target audience, feedback requirements,
etc.
• Assembly of guests for two, 1.5-hour focus groups or one-on-one target interviews
• Design of questions and strategy
• Group facilitation including food and beverages and all necessary materials
• Electronic survey design and random distribution to 500 contacts (additional contents
provided by client can be added to survey distribution list for larger survey sample areas)
• Complete analysis, reporting, and assembly of collected data

Promo Take-Away Collateral – Flier / Rackcard and /or Brochure Total Cost:

Development of dynamic take-away print piece (may be brochure, flier, or rackcard style) to $1500.00
effectively brand company and provide core collateral to potential clients and partners. Includes: + printing and
• Full color dynamic design concept acquisition of stock
photos
• Content development, integration of content into design concept
• Copyedit and layout text and photos – unlimited revisions to achieve full client satisfaction Printing: est. costs:
500 = ~ $233.03
• Printing management: manage all aspects of printing including bid solicitation and analysis,
750 = ~ $282.97
printer selection (based on client consultation), pre-press file preparation, proof checks and
sign-off, deadline control, etc. 1000=~ $371.74
Stock photos:
Est. $50-$100

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Website Option A – Expenses: Total Cost:
Basic self-maintainable website with Content Management
System:
If you would like to be able to add to and change your custom website Design and $4,500.00 + hosting and or
yourself without needing any website programming expertise, we can content additional upgrade options
create a highly functional “database-driven” website that incorporates an placement:
easy-to-use online content management system. $2100.00
• Creation of fully dynamic design, seamless navigation, and content
coordination and programming of site in Cold Fusion
• Web message/content review and revision
Programmi
• Creation of an easy-to-use back-end CMS (Content Management ng & CMS
System) database that allows the client to make changes to the system
website as easy as using Word (comprehensive training on how to devp: $2,750
use the CMS is included); functionality includes:
o Add and organize pages
o Add and edit content, photos, and sections
o Add and link to documents such as pdf files or outside Cold Fusion
resources (community calendars, school info, maps, etc) Hosting:
$350 for first
• Annual Cold Fusion hosting: $350 / year including up to 10 email year
accounts (Cold Fusion requires a more sophisticated, and thus more
expensive, hosting option)
• Content Placement: you will easily be able to place your own
content, photos, etc. into the site using the back-end database
functionality, and we will provide training on how to use this
functionality. However, if you want us to get the initial site fully
functional before you take over any additions, revisions, etc., we can
do this for you. Cost includes placement of all text, photos,
hyperlinks, etc. to up to 10 pages.

Website Add-on Options: Expenses Total Cost:


• Keyword Research and Incorporation: set up your website to Keyword TBD based on specific client
be recognized by search engines. Keyword research includes: Research: needs and upgrades
identification of keywords used by your target audience; $995
programming of website to include keywords in meta tags, alt tags,
header tags, etc.; incorporation of keywords into appropriate web Search
page content; one-time submission of website to Google, Overture Engine
(Yahoo), and MSN search engines Marketing:
• Search Engine Marketing: much more than the initial keyword $300/mo; 6
research and incorporation, we can develop a campaign to improve month
your placement on search engines, so you show up on the first page minimum
of results for the most important search terms. Idea for brand commitment
awareness, online sales, lead generation, talent recruiting, and more.
• Additional services available: Include sample audio files, develop
bi-lingual sites, set up password-protected pages to show confidential
information to selected client audiences, automatically update
information via live content feeds, set up a photo or project gallery,
and much more – let us know what you need and we’ll provide
options and prices
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Website Option B – Activity Cost: Total Cost:
Self-maintainable Website with Robust (Scalable) Content Mgmt. System:

This option is designed for those who seek options for a more robust and flexible website $6,995.00 +
in the future. You may not need complex functionality now, so the database is buit for hosting
additions and expansion. and/or
• Creation of fully dynamic design template, seamless navigation, and content including: additional
Design: $2000 options
o Main landing page announcing your brand debut
o Services overview
o Press/article clippings page Programming
& CMS system
o Customer Testimonials
devp, edits,
o About Us content explaining your company philosophy and approach to revisions and
client service testing: $2500
• Creation of an easy-to-use backend CMS (Content Management System) database that
allows you to easily make changes and updates (training on how to use this
functionality is included); functionality includes:
o Add and organize pages
o Add and edit content, photos, and sections
Hosting: $360
o Add and link to documents such as pdf files or outside resources for first year
• Programming of site in Cold Fusion
• Annual Cold Fusion hosting: $350 / year including up to 10 email accounts (Cold
Fusion requires a more sophisticated, and thus more expensive, hosting option)
• Content Development & Placement: we will provide a new website message and
content from the information generated in your marketing plan, but you will easily be
able to place your own content, photos, etc. into the site using the backend database
functionality, and we will provide training on how to use this functionality. Cost
includes placement of all text, photos, hyperlinks, etc. to up to 10 pages.
• Keyword Research and Incorporation: set up your website for search engine
optimization. Keyword research includes: identification of keywords used by your Content
target audience; programming of website to include keywords in meta tags, alt tags, Writing/
header tags, etc.; incorporation of keywords into appropriate web page content; one- Placement:
time submission of website to Google, Overture (Yahoo), and MSN search engines $1500

Additional options: Keyword


Research: $995
• Additional services available: Include sample audio files, develop bi-lingual sites, set
up password-protected pages to show confidential information to selected client
audiences, automatically update information via live content feeds, set up a photo or
project gallery, and much more – let us know what you need and we’ll provide options
and prices
• Search Engine Marketing: much more than the initial keyword research and
incorporation, we can develop a campaign to improve your placement on search
engines, so you show up on the first page of results for the most important search
terms. Idea for brand awareness, online sales, lead generation, talent recruiting, and
more

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B. STRATEGIC MARKETING & PROMOTIONAL PLANNING

“I have followed every step of A- This second set of marketing activities focuses on research and strategic
Train’s marketing plan and planning for all aspects of your brand launch and marketing outreach program.
recommendations and everything- We believe that if you are going to spend money in marketing and advertising,
they said would happen has then you should spend the dollars necessary to ensure effective campaign
happened. outcomes. The failure rate of start-ups is often linked to ineffective strategic
- Shirley Esterly, QuantumWest Inc. planning.

OnTrack™ Market Planning: 12-Month Strategic Marketing and Publicity Plan Creation Total Cost:

Planning for how to achieve market position is a critical step in successful business development hat is $5,000.00
often overlooked or ignored. We will develop a clear, easy-to-implement marketing and public relations
strategy for a twelve-month cycle. Includes:

Marketing and Publicity Strategy:


• Advertising and Direct Marketing: Creative outreach concepts to help you effectively target audiences
locally, regionally and nationally
• Thorough assessment and recommendations for best use of marketing budget
• Target audience identification and research for effective target marketing, pricing, and outreach
• Identify and estimate costs for additional outreach activities, which may include advertising, search
engine marketing, direct mail, individual prospect identification and communication, etc.
• Public Relations Planning initiatives and strategies to support greater exposure, positive reputation
development and competitive positioning
• Identification of appropriate PR activities to consider based on needs and budget: media relations
activities, event promotion and planning, grassroots marketing initiatives, materials needed, etc.
• Development of specific pitches for various media outlets to encourage broader exposure in daily,
weekly, bi-weekly and broadcast media
• “Relationship Marketing” strategies and techniques
• Identification of materials and vehicles to communicate with clients and strategic partners to
encourage repeat business, referrals and positive community awareness
• Identification of materials and vehicles to help you reach and stay in touch with potential partners,
supporters and other referral sources

Action Plan:
• Suggested usage of an overall defined and recommended budget
• Monthly Marketing Calendar that clearly states all activities to be performed each month to ensure the
plan is implemented properly

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Additional Project Notes:
• Design costs of all materials described in this proposal do not include photography, photo scanning, graphic manipulation, image
acquisition, or any usage fees associated with licensing photos for use in the materials. While A-Train Marketing
Communications successfully works to create materials without incurring any additional costs, the following services may be
necessary to complete the design of your materials:
o Photography – TBD based on exact needs
o Photo scanning for professional printing - $50 per scan, photo manipulation and/or graphic rendering – billed hourly at $150/hr
o Acquisition of stock photography – applicable royalties (c. $0-400 per photo for general images – we can generally find good
photos with no royalty fees)

Thank you for giving A-Train Marketing Communications, Inc. the opportunity to submit this proposal.

We look forward to the possibility of working with you


and will be happy to answer any questions that you may have.

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OUR BACKGROUND

Founded in Fort Collins in 1998, A-Train Marketing Communications, Inc. is a values-driven organization that is committed to
driving the greater good by working with clients and industries who understand we can all make a positive impact on the
world and who are dedicated to integrity, dignity, community and sustainability. One of the fastest growing private companies
in Northern Colorado, A-Train Marketing provides a unique approach to marketing that balances outstanding strategic and
creative solutions, covering the spectrum including market research and strategic planning, branding, public relations, graphic
design, print collateral, websites and event planning.
The company is a current finalist for the Northern Colorado Business Report Bravo Entrepreneur of the Year and was one of
three finalists in the category of Small Business of the Year by the Fort Collins Coloradoan in 2007 and 2008, and recently
won an international Davey Award for a video it produced for the Larimer Center for Mental Health and an Administrative
Innovation award from the Colorado chapter of the National Association of Housing and Redevelopment Officials (NAHRO)
for its outreach plan and implementation to promote the Fort Collins Housing Authority’s Villages low income housing
program. Both Gretchen Gaede (2005) and Ryan Keiffer (2007) have won the Fort Collins Coloradoan’s Rising Business Star
Award and recently won the United Way Volunteer Group Award for their commitment to community support.
In 2009, A-Train Marketing’s staff of five donated over 1500 hours in volunteer time and pro bono services, and is a founding
member of the United Way of Larimer County’s Business Cares program.

CURRENT REFERENCES

QuantumWest, Inc.
Ms. Shirley Esterly
(970) 353.2647

SpokesBUZZ/Fort Collins Music Association


Dani Grant
303-884-3738

City of Fort Collins


Mayor Doug Hutchinson
970-416-2154

Larimer Center for Mental Health:


Ms. Emily Dawson-Peterson
(970) 494-4226

The Light Center


Ms. Jennifer Guerriero
(970) 226-3430

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TERMS AND CONDITIONS

; This proposal is valid for 60 days from the date of this proposal, above. After 60 days, we reserve the
right to revise the proposal.
; Design costs of all materials described in this proposal do not include photography, photo scanning,
graphic manipulation, image acquisition, or any usage fees associated with licensing photos for use in the
materials. While A-Train Marketing Communications successfully works to create materials without
incurring any additional costs, the following services may be necessary to complete the design of your
materials:
o Photography – TBD based on exact needs
o Photo scanning for professional printing - $50 per scan
o Photo manipulation and/or graphic rendering – billed hourly at $150 per hour
o Acquisition of stock photography – applicable royalties (c. $5-$400 per photo for general
images – we can generally find good photos with no royalty fees)
; Any and all products, expenses, and outsourced services not paid in full (100%) before delivery will
result in an 18% handling fee.
; The Agency will be reimbursed for all out-of-pocket expenses incurred on behalf of the Client including,
but not limited to, travel beyond the limits of metropolitan Fort Collins-Loveland-Cheyenne,
international telephone, postage, courier and shipping charges. These will be billed net.
; Invoices are due upon receipt. Payment must be received within 15 days of invoicing or incur a penalty
of 2% calculated on a daily basis.
; When A-Train Marketing Communications agrees to accept a project, an estimate based on our
knowledge and experience is provided for our client. Each project is initially estimated as accurately as
possible, based on our experience and accounting for normal levels of difficulty. Contingency factors are
applied beyond this only when specified as such and agreed upon by you, our client.
; A-Train Marketing Communications shall at all times be indemnified against claims or lawsuits arising
from the use, re-working, or modification of any copyrighted materials supplied by the client. It shall be
the sole responsibility of the client to ensure that materials supplied to A-Train Marketing
Communications shall be free of any such copyright infringements, whether by obtaining permissions
(written or otherwise), or by the provision of original or royalty/copyright/trademark free materials. It
is mutually agreed that the client will indemnify the supplier against any loss they may incur as the result
of any claim, suit or proceedings made or brought against the supplier based upon any marketing which
the supplier prepared for the client based on information provided by the client.
; Copyright of all materials relating to services performed will be automatically assigned to the client on
full and final payment of fees relating to the services. Until all such fees have been full and finally paid,
copyright remains with A-Train Marketing Communications.
; Either party to this Agreement may terminate it with one (1) month written notice. We, the Agency,
are entitled to receive the balance, if any, after all billing and adjustments have been made. You, the
Client, agree to reimburse the Agency for all approved work in progress and will agree to undertake to
complete all reservations, contracts, etc., yet to be used, which were entered into by the Agency on the
Client's behalf. On termination of this Agreement, and payment of all items properly chargeable, the
Agency agrees to give all reasonable cooperation in transferring the account to another agency. Clients
will be billed for the outstanding balance if a project becomes inactive for more than 60 days.

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