STATEMENT OF QUALIFICATIONS Presented to
Loess Hills National Scenic Byway Council For consideration in creating a Web site to promote the Loess Hills National Scenic Byway
Submitted by: Community, Incorporated d/b/a 365 210 W. First Street Dubuque, Iowa 52001 (563) 588-3465
Loess Hills National Scenic Byway Web Site To capture the magnificence of the Loess Hills in a Web site -- and to engage the scenic byway visitor -- is a task that goes far beyond the technological skills of Web site creation. The Web, like the paper and binding of a book, is merely a tool that can help to tell a story. While the technology and design that support a Web site are critical elements, the ability to tell a concise story — the content — is what distinguishes a great Web site. In our review of the many Web sites concerning the river and the Loess Hills National Scenic Byway, it became clear that far too many focus on photos of objects and highlight historical or tourist locations, but very few bring together a true story of the people, cities and experiences that make the Loess Hills a great American byway. Few of these Web sites permit easy updating of events along the river to drive interest in visiting the river and its communities. One fact that separates 365 from other Web developers is that we understand the science behind how people relate on the Web. More importantly, we also know Iowa and its communities.
Experiential Tourism
One of the driving forces in modern leisure travel is the desire to experience something different, not just see something different, and to have a great story to tell about the experience. For example, saying that you saw the Loess Hills is one thing, but it is much more exciting to say that you hiked to the top of Five Ridge Prairie or rode your mountain bike down into Preparation Canyon. Telling your friends that you saw some historical markers isn’t nearly as engaging as telling them that you touched the tombstones of original Mormon travelers from the 1800s who succumbed to the trail. In creating a Web site and accompanying marketing pieces for the Loess Hills, the focus should be on enticing tourists and local residents to partake in the history of the people, the adventures and events that are the fabric of life on the region. The site must be more than just maps and photos and travel logs. It must engage the reader. The Loess Hills National Scenic Byway Web must be an invitation to experience unique land formations and the beauty of the Missouri River Valley.
Cutting-Edge Technology In the last few years, leaps in technology have advanced the ability for Web-based software to connect people to information in new and exciting ways. What was once seen as a static, rarely changing Web site can now be seen as a dynamic information broadcasting center. Where once Web sites were designed to let one person post information to the public, the public can now talk to each other and share information faster and with more personal content than ever before. With advanced database searching, open calendaring systems, streaming video and audio, and what has come to be called “social network communication” such as blogs and discussion boards, the Web is a more powerful storytelling tool than any other source of media. And 365 is on the cutting edge of that technology.
Tell an Enticing Story Using Cutting-Edge Technology Cutting-edge Web sites are not simply brochures or event calendars, they are comprehensive broadcasting centers. They are television and radio stations, magazines, promotional materials and personal communication centers, all in one. The Loess Hills Scenic Byway Web presence should be driven by several key goals, including: • Invite people to visit • Entice people to stay longer and spend more money • Assist people in their visit by sharing activities that can engage them • Experience the history of the river and its people • Turn static information into living knowledge • Measure usage of the Web site and adjust the message as needed
Response to Submission Requirements 1. Listing of firms included in the project team. This discussion should also include the primary areas of responsibility of each organization. The sole firm involved with this project will be Community, Incorporated d/b/a 365. Community, Incorporated, is an Iowa corporation headquartered in Dubuque, Iowa. We are the publisher of the community arts and entertainment newspaper “365ink” and of the community portal Web sites Dubuque365.com, PlattevilleLife.com, GalenaLife.com, and SWWisconsinLife.com. Eight thousand copies of “365ink” are distributed bi-weekly, and Dubuque365.com receives thousands of unique visitors daily. In addition, we also provide marketing consulting and design services to clients. Samples and/or links to these design projects, publications, videos, and Web sites may be found on the 365Advantage.com Web site. As part of our design services, we also specialize in Web site design, and have incorporated proprietary software elements that provide unique functionality, including the ability for the owner to update Web sites without the need for technical knowledge or assistance. These same functions permit the Web site owner to distribute content posting and simple administrative tasks among several people and/or locations while maintaining the integrity and security of the Web site. 2. The name, qualifications, experience and availability of the project manager, as well as the managers in charge of each major work task under the general direction of the project manager.
Project Manager, Design Elements: Bryce Parks Bryce is an award-winning media designer and videographer and has been at the center of 365’s operations since co-founding the firm in 2000. He is also the creator of Dubuque365.com and publisher of “365ink” magazine. Bryce holds a degree in Communications from the University of Northern Iowa and previously served as Communications Coordinator for the Dubuque Community School District. He was an adjunct professor for Clarke College in its Communication Department. Over the past decade, many organizations, including the Dubuque Area Chamber of Commerce, Greater Dubuque Development Corporation, the City of Dubuque, the Diamond Jo Casino and a host of others have turned to Bryce for effective solutions to their digital video, graphic design and Web site needs. He played an integral role in the promotional effort for funding America’s River. Bryce is a life member of the Dubuque Jaycees and is Chairman of the Five Flags Civic Center Commission. He was named Outstanding Young Iowan in 2004.
Research Manager and Community Relations: Brad Parks After co-founding the company in 2000, Brad joined 365 full-time in October of 2006. Brad is recognized as a leader in Iowa’s efforts to recruit and retain a growing workforce. He was an original member of the Vision Iowa Board, which during his tenure leveraged $300 million in state monies to fund over $1.8 billion of development projects. He is presently the Board Chair of Iowans for a Better Future and the Imagine Iowa 2010 working group. Along with his brother, Bryce, Brad was awarded the Outstanding Young Iowan Award for 2004. In his professional financial career Brad served for ten years as a correspondent for Lloyd’s of London, representing professional sports, entertainment and Fortune 500 companies. He continues to consult with many of America’s top insurance and finance companies and has contributed to or been featured in numerous financial and risk management magazines, including “Bloomberg Wealth Manager,” “National Underwriter,” “Consumer Reports,” and “Street and Smith’s Sports Business.” After the sale of his business in 2001 he a served two-year assignment creating new consulting technology resources for the Iowa insurance broker Cottingham & Butler, Inc.
Graphic Design Elements: Tanya Tjarks Tanya Tjarks joined 365 in 2006 as a graphic designer. Most of the advertising design in “365ink” magazine is Tanya’s work. She graduated from the University of Iowa with a degree in English/Secondary Education and a minor in art. With her art background she was able to help elevate her family’s business from a home-based, hand-painting sign shop to an up-to-date, computer-aided, fullservice sign company. When not creating designs for 365, Tanya can be found flying overhead. She is a licensed skydiving instructor and videographer, and believes that there is no such thing as a perfectly good airplane.
Photography: Mike Ironside Mike Ironside turned his lifelong interest in art toward photography in college when he borrowed his then-girlfriend’s Canon AE-1 film camera and never gave it back. (He did marry her, however). Now utilizing digital technology, Mike has shot for a variety of nonprofit and commercial clients including the City of Dubuque, the Dubuque Area Chamber of Commerce, Dubuque Main Street, the Dubuque County Historical Society / National Mississippi River Museum and Aquarium, and the Dubuque County Fine Arts Society. Mike has been a 365 photographer and writer since the company’s creation in 2000.
Copywriting, Editing and Digital Video: Tim Brechlin Tim Brechlin is the Editor of “365ink” magazine and Dubuque365. com. He is also the supervising copy editor for all 365 design studio projects. Before coming to 365 in 2005, Tim was a freelance video producer for Des Moines’ Training Resources, the Dubuque Community School District, the Dubuque Area Chamber of Commerce, the Dubuque Symphony Orchestra, and others. He holds degrees in journalism and public relations from Clarke College, from which he graduated summa cum laude and where he has served as an instructor of audio / video production and design.
Site Infrastructure and SQL Server Admin: Oliver Kane Oliver Kane is the newest addition to the 365Advantage team, having just earned his Bachelor of Science degree in Computer Programming from Clarke College. In his few months at 365, Oliver has proven his unique insight and ability at solving all questions relating to programming with amazing speed and superior ability.
Structural Elements & .NET Modules: Jon Schmitz Jon Schmitz manages the structural content elements and modules of 365Advantage websites and has previously earned his Associate’s Degree in Applied Computer Science. Jon brings a unique stylistic element to the functional capacity of the elements in the sites that he co-designs.
Flash Design and Animation: Jon Ellis Jon began his career in video animation with Frank Hardie Advertising of Dubuque, Iowa, in 1994 where he was involved in the then new field of CD-based displays for advertising promotions. From there he moved to Chicago, where he has served several roles with leading advertising companies designing custom Web, animation and point of purchase digital display products.
3. A listing of key members of the project team, a brief presentation of their qualifications, related experience, and the persons they will be committing to the project. The people who will be most involved with the project will be Bryce Parks, Brad Parks, and Tanya Tjarks. Information about their background is listed in answer to question 2, above. 4. A brief discussion of similar projects the organizations on your team have completed. The following projects are examples of work we have created. They can all be found on 365Advantage.com and other associated Web sites.
Web sites
The following Web sites are open-content community Web sites that are used by the respective communities for posting information of interest to residents and visitors: IowaGreatRiverRoad.com: 365 created the official Web site of Iowa’s Great River Road for the Iowa Department of Transportation and Iowa Mississippi River Parkway Commission. Utilizing the same empowering community creation tools as seen on Web sites like Dubuque365.com, as well as advanced digital video technology and more, IowaGreatRiverRoad.com not only provides a central hub for all of Iowa’s cities situated along the Great River Road to tell their stories, generate tourism and better promote the Mississippi River, but allows for users to create itineraries, network through profile pages and view events categorized by intertwining directories for many ways to navigate to the information they seek quickly and easily. GoldPenny.org: GoldPenny was created in an effort to help donors and nonprofit organizations connect and to strengthen local philanthropic communities. Created in conjunction with the Community Foundation of Greater Dubuque and the Iowa Better Business Bureau, and operating on the philosophy that “in the world of non-profits, every penny is gold,” GoldPenny not only reviews and lists nonprofits on local GoldPenny Giving Sites, it also allows all registered users to create his / her own page. This page, referred to as the “My Giving Profile” page, contains both private and public portions, which allow donors and nonprofits to communicate with others, track favorite information, etc. Dubuque365.com: (This site’s photo archives contain over 50,000 photo graphs of Dubuque area people, places, and events.)
Additional Web Design MGIA.org: 365 created the official Web site for the Midwest Gang Investigators’ Association, serving as the field intelligence and training information platform for over 1500 Midwest Gang Task Force officers across 10 states. NAGIA.org: Serving approximately 20,000 law enforcement officers across the United States and Canada, the National Gang Investigators’ Association Web site was an extension of the MGIA project upon a much broader scale. GrandRiverCenter.com: The Grand River Center, the Tri-States’ premier location for conferences, receptions, galas and other special events, turned to 365 to create its newest Web site. • DubuqueCounty.org • FiveFlagsCenter.com • 365Advantage.com
Digital Video Productions River Valley Initiative - This video was produced for the Greater Dubuque Development Corporation in its efforts to raise $5 million for economic development for the Dubuque area. It was the most effective fundraising video produced about Dubuque in the last 25 years. Chamber of Commerce New Resident Recruitment Video - This video was designed to be used by Dubuque area employers as part of a community welcoming package sent to people being recruited by those companies. It is a narrated collection of images, interviews, and information about the Dubuque area. Iowa Great Places - Great River Road - This video was created to support the Great River Road application of the Mississippi River Parkway Commission to the Iowa Great Places competition. Southwest Arterial Expansion/Highway 32 - This informational DVD was created to explain to the Iowa Department of Transportation and the community the need for Dubuque’s Southwest Arterial expansion project. This video helped secure continued listing on IDOT’s funding registry. America’s River - The America’s River video was used by the Dubuque Historical Society to raise funds for the America’s River application to the vision Iowa Board to secure a $40 million grant for the America’s River Project, Phase 1 (the Mississippi River Museum and Aquarium).
Printed Material “365ink” is a biweekly community newspaper dedicated to arts and entertainment in the Tri-States. All of the graphic design appearing in the newspaper is created by the people at 365. A full archive of back issues is available online: http://partners.dubuque365.com/ink/index.html Gardner Denver, Inc. - Marketing materials for this company’s firstever online benefits enrollment, which resulted in an online enrollment usage fifty percent greater than the national average for online enrollments. Exceptional Risk Advisors - Market introduction for the nation’s premier Lloyds’ of London underwriting firm for professional sports, entertainment, and corporate high net-worth risks. Dubuque Stained Glass (with artist Gary Olsen): A fund and awareness raiser for the Maria House shelter in Dubuque, Iowa. This artistic print and calendar project included principal photography and design.
Branding and Consulting Buol for Mayor campaign – 365 developed the entire breadth of campaign materials for the successful 2006 Dubuque mayoral campaign of Roy Buol including logo design, ad layout, direct mail pieces, website design, t-shirts, yard signs, stickers, as well as platform development and dempgrahic research. City of Keokuk, Iowa – 365 was contracted by the City of Keokuk to devise a comprehensive branding initiative, comprising the Keokuk Affiliates of the Government, Chamber of Commerce, Main Street, Economic Development and Tourism, for use in a wide variety of media. Thanks Jo! / Go Green campaigns - These campaigns were devised by 365 to publicize the various ways in which the Diamond Jo Casino contributes to the local community.
5. A brief discussion of your understanding and experience with federal aid projects. The IowaGreatRiverRoad.com project was a federal aid project and included the contracting, liability and reporting resources necessary to such a project. Although members of Community, Incorporated, have substantial experience with state-funded highway projects, we have only indirect experience with other federal-aid projects.
6. Please include past experience with public involvement on similar projects. Community, Incorporated, has participated in many public projects, as evidenced by the various Web sites and videos described in answer to question no. 4. Our Web sites and videos have been used to raise millions of dollars in funding, promote the election of candidates to public office, and to show the best that the Dubuque area has to offer both residents and visitors. The Missouri River Valley and Loess Hills Scenic Byway is one of the world’s great natural resources, and one of Iowa’s top attractions. It deserves the best story that can be told about it. Our involvement with communities throughout Iowa, and particularly along the river as shown in our work identified above, demonstrates our love of the river, its communities, and its people. We hope that you will find Community, Incorporated, d/b/a 365 the most qualified to tell this mighty river story, and to bring that story to thousands of people everywhere.