FORGE RFP Response

AN RFP RESPONSE PREPARED BY FORGE WORLDWIDE FOR EATON VANCE

THE STRENGTH OF EATON VANCE LIES IN OUR BALANCE OF TIMELY THINKING AND TIMELESS VALUES. THOUGHT:

A STRENGTH INCREASED WHEN “TIMELY” MEANS “TODAY.”

BERNANKE ANNOUNCED

possible end to CENTRAL BANK’S

BOND-BUYING PROGRAM

recently sold it’s

ENTIRE STAKE

in I N T E L

75%

BERKSHIRE of RETIREES HATHAWAY h a v e n ’ t

SAVED

ENOUGH

I N F L A T I O N CUTS THE VALUE OF MONEY IN HALF e v e r y T W E N T Y- T W O y e a r s

40%

OF BOOMERS P L A N

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WORK UNTIL T H E Y

DIE

THE NIKKEI 225 AFTER RISING BY

I N T R A D A Y T H I S Y E A R, P L U N G E D

THE

CBOE

PA U LSO N & CO.

D U M P E D

14 MILLION

SHARES OF JP MORGAN CHASE SEVEN

DAYS

AMERICAN

MARKET VOLATILITY I N D E X $6.6 TRILLION

WORKERS ARE

H O R T SPIKED 10% S OF RETIREMENT NEEDS thursday, june 20th

THERE’S NO TIME LIKE THE P R E S E N T F O R T H E T I M E LY THINKING OF EATON VANCE.

•

The time is now to prepare clients for retirements that are getting longer.

•

The time is now to prepare clients to take care of aging parents.

•

The time is now to help clients find more opportunities in a fractured global economy.

•

The time is now to help retail clients deal with the latest socioeconomic trend.

•

The time is now to help institutional clients deal with the latest domestic/global economic shift.

We think the best way to start working for a company is to start working for a company. We’ve done some preliminary research and general poking around. The heritage of Eaton Vance’s innovative spirit is a great strength in a world where challenges and opportunities are arising more frequently – a world in need of dynamic thought leadership tempered by the timeless values of Eaton Vance’s heritage. Can we at once empower independent advisors, retail and institutional customers, and employees around the globe with one strong messaging platform? Can we at once empower all of our people, products, and specialized investment affiliates and arm our wholesale team with the same strong messaging? We can. And we’d love to help you do it.

AGENCY I N F O R M AT I O N

1

FORGE WORLDWIDE

HQ: Boston, MA Summary Description: FORGE is a brand strategy and creative agency focused on building deeper human connections in order to generate revenue growth, brand loyalty and advocacy. We’re built to develop ideas and programs that engage key audiences in a meaningful and motivating way. Simply put, we forge strong relationships between people and brands.

FORGE has always made it our mission to eliminate two things inherent to the industry: wasting time and agency arrogance. We believe in working hard, working collaboratively and working smart. We believe in utilizing the most effective marketing and media tools based on a deep understanding of our target audience(s), marketplace dynamics and business objectives. We’re focused on driving results for our client partners. Period.

FORGE was incorporated in 2004.

2

PRIMARY CONTACT

Jesse Strawbridge, Director of Marketing 142 Berkeley Street, Boston, MA 02116 jstrawbridge@forgeworldwide.com (617) 262-4800 x111 (office) (508) 345-7996 (cell)

ON THE MAP

3

FORGE TEAM

Q: What is the total number of employees in your organization and breakdown by broad capability (e.g. Leadership, Account Management, Creative, Technology, Analytics, etc.)?

A: FORGE employs 20 hard-working and passionate full-time brand and marketing strategists, digital specialists, writers, art directors and designers.

OWNERSHIP

Harry Chapin

Rob Stewart

ACCOUNT SERVICE

CREATIVE

DIGITAL

Erica Berger

Mike Pilato

Jeffre Porzio

Andrew Clayton

Jim Bell

Ilia Carras

Francesca Sorrentino

Marie Rockett

Anne Latini

Amanda Hines

Spencer Cook

Lindsay Majane

Nick Vitale

Elizabeth Ehrenberg

Jillian Bass

Emily Pollack

4

FINANCE

BUSINESS DEVELOPMENT

Errin Chapin

Jesse Strawbridge

CONTROL

Q: Are you under the control of any other corporation (i.e., a subsidiary), holding company of other entity?

A: No

5

HISTORY

Q: How long has your company been in business?

A: FORGE was founded in 2004.

T H E E A T O N VA N C E T E A M AT F O R G E

HARRY CHAPIN • CHIEF EXECUTIVE OFFICER + PARTNER

Harry crafts strategies and builds brand programs for FORGE clients. Harry has 25 years of experience rising through the ranks of account and brand management, gaining expertise in advertising (Hill Holiday), design (Cipriani Kremer/Arnold Worldwide), direct marketing (Pamet River Partners), digital (Breakaway Solutions) and just about every other form of marketing communications that it takes to solve clients’ problems.

Harry brings a deep understanding of the financial services landscape to Eaton Vance.

He’s worked with a long list of financial services brands including Putnam Investments, Ernst and Young, Fidelity Investments, Fannie Mae, PNC Financial Services Group, Rockland Trust, Standard and Poor’s Indices, SBLI and State Street Corporation.

Outside of financial services, Harry brings a wealth of experience working with B2B clients including Cisco Systems, Nuance Communications, Virgin HealthMiles, and Thompson Reuters.

Most of all, Harry likes to build things that last – furniture, stone walls, and brands. “They all require thoughtful planning, purposeful design, and relentless execution.”

ROB STEWART • CHIEF CREATIVE OFFICER + PARTNER

Rob is a writer by trade. A trade perfected at big agencies all over the country. First and foremost, however, Rob is strategic. Intensely so. It’s why his work, always award-winning in creative circles, works so hard.

Rob’s experience working with financial services organizations runs deep national advertising campaign development for Merrill Lynch and Dreyfus Financial Management, digital campaigns for Standard and Poor’s, positioning work for SBLI Life Insurance, and investment management campaigns for Rockland Trust and Bangor Savings Bank. Rob understands the complexities of the industry, but more important he intuitively understands the human psychology of people when it comes to money.

In addition to his financial services experience, Rob’s thinking has helped numerous brands including Lexus Automotive USA, New Zealand Air, Sears, Miami Motorsports, Northeastern University, Tufts University, and the Franklin Park Zoo. Among many others.

As an Abe Lincoln nut, his favorite Lincoln saying is this: “If you have three hours to cut down a tree, spend two hours sharpening your axe.”

Print Ad for Lexus Television for Merrill Lynch

JEFF PORZIO • EXECUTIVE DIRECTOR DIGITAL

Jeff’s career is highlighted by over 15 years of development, design and project management in the digital market. He has successfully lead development and design teams during tenures at Digitas, Sapient, and MassMutual. Jeff has deep experience working with national brands and storied companies such as Staples, Proctor & Gamble (Oral-B and Crest), General Motors, Capital One and Hallmark.

Jeff’s work in the financial sector is vast - Capital One, MassMutual, SBLI, Rockland Trust and Bangor Savings Bank to name a few. But what’s most important to Eaton Vance is Jeff’s ability to integrate and elevate digital communications efforts as part of an over-arching program of activities built to drive awareness, motivate action and ultimately, conversion.

Outside of the office Jeff is an active supporter of The Livestrong Foundation and serves on the Arts & Technology Education Committee in Chelmsford, MA.

ERICA BERGER • SENIOR ACCOUNT DIRECTOR

Over the past 13 years, Erica has learned about the full-range of the communications spectrum through her work in the publication, agency, and client sides of this business. She believes that strong account management depends on precision, proactivity and partnership and focuses on leading a team that delivers all three. Erica will serve as Eaton Vance’s Account Director, working with a FORGE Account Supervisor to coordinate and orchestrate strategy, execution and measurement of all marketing communications efforts.

Erica’s career has focused on financial services marketing, starting at Mullen on LendingTree.com. Through the years, she has also worked in the investment management space with Federated Investors, Rockland Trust and Bangor Savings Bank and in the traditional banking market with brands such as Eastern Bank, Mutual Bank and Century Bank.

Clients benefit from Erica’s balance of strong strategic sensibilities and marketing savvy and her exceptional account management ability. Simply put, it’s a good thing having Erica in your corner.

Television for LendingTree.com

Michael Pilato knows the Boston advertising market like no one else. Prior to joining FORGE, Mike spent well over a decade working with top-tier Boston-area advertising agencies including Arnold Worldwide, Full Contact, Digitas, MMB, ISM/ Boston, Conover Tuttle Pace and AMP. His financial services experience is expansive including work for Fidelity, Pricewaterhouse Coopers, American Express, First Marblehead, SBLI, Bangor Savings Bank and Rockland Trust. Outside of financial services, Michael has worked on a variety of national brands including Vonage, Progressive, Four Seasons Hotels and Resorts and TopFlight.

For Eaton Vance, Michael will work closely with Chief Creative Officer Rob Stewart on all creative initiatives. His exceptional art direction skills and creative sensibilities, as well as his ability to generate big ideas for FORGE clients will certainly be an asset to Eaton Vance.

We invest in technology so you can

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Clearing, custody, or other brokerage services may be provided by National Financial Services LLC or Fidelity Brokerage Services LLC, Members NYSE, SIPC

425973

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Clearing, custody, or other brokerage services may be provided by National Financial Services LLC or Fidelity Brokerage Services LLC, Members NYSE, SIPC.

419817

Clearing, custody, or other brokerage services may be provided by National Financial Services LLC or Fidelity Brokerage Services LLC, Members NYSE, SIPC.

423938

Print Ads for Fidelity Investments

JIM BELL • ASSOCIATE CREATIVE DIRECTOR

Jim has a hard time leaving things alone. And he doesn’t see anything wrong with that. While building a career in some of Boston’s finest ad agencies including Hill Holliday and Arnold Worldwide, this inability to be satisfied has driven him to create thoughtful, award-winning work for clients like Dunkin’ Donuts, Proctor & Gamble, Mass State Lottery and McDonald’s. He also rearranges his desk a lot.

Not surprisingly, Jim messes with other people’s stuff as well, as instructor for the Boston Ad Club’s Creative Concepts course and serving as a judge for the Addy’s, E.A.R. Awards and Radio Mercury.

His work for financial services brands includes John Hancock, Bank of America, Merrill Lynch, Fleet Bank, Rockland Trust and SBLI.

Television for Fleet

THE TEAM

MIKE PILATO • CREATIVE DIRECTOR

MARIE ROCKETT • SENIOR ART DIRECTOR

Marie’s path to Art Direction was not exactly as the crow flies. She graduated from Rensselaer Polytechnic Institute, where she spent her first two years as an engineering student. Convinced that math was not her strongest suit, Marie pursued her passion for the arts by studying graphic design. After 9 years at PARTNERS+simons, Marie joined FORGE as Senior Art Director.

Financial services has been a core industry vertical focus for Marie with experience working with Prudential Retirement Services, Massachusetts Educational Finance Authority (MEFA), Corporate Fuel Partners and Rockland Trust. Marie will be the primary Art Director working on EVM initiatives.

When she’s not thinking of ideas for brands, Marie is hanging on the beach with her dog Biggie or watching “What About Bob?”

OLA, Web, Mobile for Prudential

Print, Identity for Corporate Fuel Partners

6a

CURRENT CLIENT ENGAGEMENTS

Q: Please provide a list of current client engagements, B2B

6b

CURRENT CLIENT ENGAGEMENTS

Q: Please provide a list of current client engagements, Financial Services

7

TOP THREE COMPETITORS

Q: What companies/agencies do you consider as your top 3 competitors?

Full Contact Small Army Allen & Gerritsen

8

FINANCIAL REPORTS 2012

Q: Please provide a summary statement of your financial health and/or a copy of your last annual report as an attachment. All information will be kept strictly confidential and will only be shared with the key members of the Eaton Vance RFP team.

FORGE Worldwide, LLC Corporate Profit & Loss Type = Single Range, Date Range: 1/1/2012 To 12/31/2012, Hide Sub Accounts, Hide 0 Amounts, Cash Basis

Account Ordinary Income/Expense Agency Gross Income Revenues Income Total Revenues Cost of Sales Cost of Goods Sold Total Cost of Sales Total Agency Gross Income Expenses Payroll and Related Payroll - Commissions Space and Facilities Corporate/Office Guaranteed Payment Total Expenses Net Ordinary Income Other Income/Expense Other Income Other Income Total Other Income Other Expenses Other Expense Total Other Expenses Net Other Income Net Income

Amount

%

3,974,392.97 3,974,392.97

100.00 100.00

1,417,709.24 1,417,709.24 2,556,683.73

35.67 35.67 64.33

1,381,594.15 95,824.75 60,981.76 265,725.35 181,250.04 1,985,376.05 571,307.68

34.76 2.41 1.53 6.69 4.56 49.95 14.37

1,077.94 1,077.94

0.03 0.03

42,405.80 42,405.80 -41,327.86 529,979.82

1.07 1.07 -1.04 13.33

9

RELEVANT PARTNERS

Q: Please provide a list of your strategic business partners (relevant for Eaton Vance) and brief descriptions of the relationship.)

A: There are two specific partners that we believe are highly relevant to the scope of work outlined by the Eaton Vance marketing team. Plan-it Marketing is a marketing research firm with deep experience in the financial services market. Trina-lytics is a measurement and analytics firm lead by Trina Arnett. For Fidelity Investments, Trina led the Advertising Effectiveness team that evaluated the performance of the Fidelity Retail advertising for the personal investments group, using market research, custom ad tracking and marketing mix modeling. Here’s a brief overview of both firms.

MEASUREMENT AND ANALYTICS

Trinalytics is a data-agnostic research and analytics consulting practice based in the Boulder, CO area. It was founded by Trina Arnett in 2012, based on 20+ years of experience in the market research and analytics arena.

OUR MISSION IS TO UTILIZE DATA TO: • • •

Tell a holistic story Provide insights into how an effort, brand, or company is performing in the marketplace Make recommendations for improvement or optimization

The real power in this approach comes from making it iterative. There is no beginning and no end to the process. Research doesn’t just kick off the process and measurement/ analytics don’t just come into play after the campaign has been run. They are all an integral part of the process of marketing and advertising.

KEY EXPERIENCE: For Fidelity Investments, Trina led the Advertising Effectiveness team that evaluated the performance of the Fidelity Retail advertising for the Personal Investments group, using techniques like market research, custom ad tracking, and marketing mix modeling. She managed outside vendors and made recommendations regarding key analytics partners.

MARKET RESEARCH

Boston-based, Plan-it Marketing, specializes in strategic consulting and proprietary marketing research services. Plan-it Marketing’s strategies speak directly to your customers’ needs. So you can invent – or reinvent – your brand around the people and ideas that matter. Know your customer. Tap into their ideas and understand their world. Plan-it applies creative, strategic thinking to solve problems and identify new opportunities. Plan-it’s actionable strategies are designed to position brands for rapid success. It’s all about taking the smart approach.

Principals: Cindy Tungate: As President and co-founder of Plan-it Marketing, Cindy possesses a comprehensive understanding of client needs in positioning and building brands. Her 25 years of experience in strategic planning and research is diverse, including tenures at two nationally-renowned advertising agencies and two major packaged goods companies.

Cindy has moderating expertise across industries, target audiences and methodologies, including financial services, education, retail, travel, health care and food. She also has an extensive background in quantitative techniques.

Madeline DeSouza: As a principal of Plan-it Marketing, Madeline works closely with clients to solve critical marketing issues and help businesses compete more effectively.

Madeline’s experience in planning and research spans 20 years across industries and sectors, including financial services, education, health care, food, retail and travel. Her expertise spans both qualitative and quantitative methodologies. Prior to co-founding Plan-it, Madeline spent 10 years at Hill Holliday.

Relevant Plan-it Marketing Case Studies Merrill Lynch, New Product Positioning Plan-it worked with Merrill Lynch and its ad agency to understand the optimal positioning for a new product targeted at high net worth investors. Alternative messaging directions, verbiage and images were explored to understand which positioning direction most effectively generated interest in the new product.

Plan-it made recommendations for a positioning direction and critical support messages, as

well as other recommendations for product communications, ultimately to achieve a successful product launch.

Merrill Edge, Self Directed Offering Plan-it has worked with Merrill Lynch on numerous phases in the development, launch, and monitoring of its self-directed offering, Merrill Edge.

Plan-it has used a number of methodologies and conducted extensive Qualitative research among both clients and prospects of the brand, including investors with a dedicated FA relationship, Merrill Lynch Financial Advisors, and the self-directed investor audience.

In the first phase, we sought to understand reactions to the concept, uncover opportunities for enhancing, and learn how the offering should be conveyed in launch communications.

Plan-it partnered with Merrill Lynch in developing the optimal positioning of the offering, as well as the development of the name and logo for Merrill Edge.

Fidelity, Win/Loss Plan-it has been conducting waves of win/loss exploratory research for one of Fidelity’s business to business service areas over the past four years. Extensive, in-depth exploratory interviews have been used to understand why wins/losses chose or did not choose Fidelity as the company’s business partner and how Fidelity could most effectively “win” the business in the future.

Plan-it has worked closely with the Fidelity team, helping them respond to prospects’ needs and address areas for improvement.

Key measures were also benchmarked and tracked continuously from a directional perspective to help assess the group’s performance over time.

Putnam, Financial Advisor Tool Evaluation Putnam investments designed a tool for its financial advisor site in 2010. In 2011, the tool’s iPad application received the 2011 MITX Interactive Award in the Financial Services category. Before deploying an application compatible across all tablet devices, Putnam engaged Plan-it to better understand the user experience among financial advisors.

Specifically, the study ensured that any updates would optimize this experience and assure that the tool is as useful and intuitive as possible.

Based on usability interviews with financial advisors, Plan-it provided recommendations for improvement of the application before launch.

10

CONTRACTUAL SPECIFICATIONS

Q: Contractual Specifications: Please provide a brief and general description of your preferred business model and contractual agreement with clients such as Eaton Vance (regained team, project by project engagement, etc.).

A: We work with our clients to set up a fair and flexible billing plan that is customized for each company’s unique needs and preferences. We certainly do not require a retainer, however we do find that an account service retainer is often helpful to cover the costs associated with high-level account management (strategy consulting, proactive idea generation, planning, etc.) as well as project management. Many of our clients choose a hybrid billing model that includes a monthly retainer to cover account service fees layered with project estimates to cover specific project deliverables. Project estimates are provided in the form of thorough Scope Of Work documents that outline the discussed assignment and detail all parameters such as number of rounds of revisions included and the payment schedule. If the scope changes substantively in the course of work, a change order or revised estimate will be provided.

Labor estimates are based on standard labor rates. For third-party costs such as printing, broadcast production and photography, FORGE competitively bids the project, negotiates costs and provides a detailed estimate for the recommended vendor’s services.

FORGE does not require a specific contract term with our clients though we do have both one and two year contracts in place with several clients. Again, we can decide what makes the most sense for Eaton Vance and structure an agreement accordingly.

TITLE

HOURLY RATE

Partner, Strategy or CD

$275

Junior Designer

Creative Director

$200

Production $120

Sr. Account Director

$190

Sr. Copywriter / ACD

$180

Account Director

$180

Junior Copywriter

$140

Account Supervisor

$160

Exec. Director of Digital

$200

Account Manager

$140

Digital Producer

$160

Senior Art Director

$180

Video Editing

$150

Art Director

$160

Intern / Co-op

$50

Designer $140

$120

11

CUSTOMER REFERENCES

Standard and Poor’s Shari Stein VP, Corporate Marketing and Branding (212) 438-6718 shari_stein@standardandpoors.com We worked with Standard and Poor’s Indices on a project basis to create a brand platform and advertising built to generate increased awareness and preference for S&P.

Rockland Trust Ralph R. Valente, SVP and Director, Marketing, Strategy and Communications (781) 982-6636 ralph.valente@RocklandTrust.com We’re currently Agency of Record with Rockland Trust to handle all retail and commercial advertising efforts, as well as their investment management services arm. We’ve been working with Rockland Trust for over two years now.

Bangor Savings Bank Parke Burmeister, AVP, Marketing Manager (207) 541-2789 parke.burmeister@bangor.com Bangor Savings Bank is FORGE’s longest running client relationship (over 7 years).

We’ve worked with the Bangor team to establish a brand positioning platform, brand tagline and ongoing advertising campaign for the bank, targeting both retail and commercial customers. We’ve developed their full suite of collateral materials, their website (including online banking), branch signage and a variety of guerrilla programs geared at strengthening the bank’s connection to the communities they serve.

AGENCY QUESTIONS

Q:

HISTORY, VISION AND CREATIVE PHILOSOPHY

Briefly describe your agency’s history, vision, and creative philosophy.

A:

History FORGE was founded in 2004 by Harry Chapin and Rob Stewart. After years in large agency environments, Harry and Rob wanted to get back to doing the actual work. To work closely with clients on programs that solve business challenges and drive revenue.

Vision To become a highly sought-after firm helping national and international brands matter in the world. To achieve this vision we must, with our clients, be ever mindful of a simple precept – that as the world gets more complicated, people naturally seek to be understood, and to connect with others, on a more human level. Uncovering meaningful insights and creating brand experiences that people share around the globe. That’s how we’ll help brands matter.

Creative Philosophy Our approach to creative development revolves around three core principles: 1. Collaboration = Brand Innovation The creative process at FORGE is a collaborative one. We believe that frequent client interaction and collaborative workshops ensures better communication, team-building and ultimately, better ideas. We also believe that the best ideas are fostered through ongoing dialogue.

2. Proactive Idea-Generation We understand that clients are faced with time-consuming and often over-whelming challenges as part of their day-to-day jobs. There is rarely the time to actively generate ground-breaking ideas for their brands. Therefore, FORGE believes in proactively generating new thinking for our clients on a regular basis – thinking meant to push boundaries, drive new revenue streams, and better connect with current and potential customers.

3. Competition Breeds Innovation We encourage competition between our internal creative teams. We believe that this generates superior creative thinking and innovation. The best ideas generated are then refined and eventually integrated into the overall program.

Q:

CORE CAPABILITIES

Describe the core capabilities that you offer, as they align with the broad set of capabilities Eaton Vance desires? What are your top three specialties? What is a unique advantage that you can bring to Eaton Vance?

A:

Our core capabilities are strategic planning, rapid ideation, and creative campaign development. FORGE was created to be different than the typical advertising agency.

FORGE was started to model a political advisory consultancy, where strategy, speed, and outcome-driven campaigns are the currency. At FORGE we develop the strategies, plans, ideas and campaigns that pull our clients ahead of their competitors. To execute these campaigns, we draw from both our experienced team along with a strong network of vendor partners and other agencies to bring smart, creative solutions to our clients. We know how to work in a team environment. We know how to get the best from each specialist. And we know how to manage in this environment to achieve successful outcomes.

When you think FORGE , think strategy, creative and digital.

We will bring strong value to Eaton Vance in the areas of Creative Leadership, Strategic Consulting and Digital Marketing and Technology.

Our unique advantage for Eaton Vance is our ability to be the strategic and creative partner that drives marketing communications strategy and campaign development in order to achieve the highest possible outcomes in the shortest possible time.

Q:

AGENCY DISCIPLINES

Describe the following roles in your organization: 1.

2.

3.

4.

5.

Strategy Creative & Design Project Management Measurement & Analytics Account Management & Client Services

A:

1. Strategy

As a brand-buidling firm, strategy plays a central role in everything we do at FORGE. Every marketing or business challenge we face is examined from all angles with appropriate research as needed and the development of a concise, insight-driven brief. FORGE can help better communicate and bring to life the existing Eaton Vance brand platform, as well as help develop an over-arching marketing communications program built to move the needle with each key audience.

2. Creative & Design

Exceptional strategy can only be effective if it’s brought to life in innovative, visually engaging and memorable ways. FORGE puts a significant emphasis on idea generation, exceptional writing and cutting-edge visual design. We’ve built a creative team that rivals any of the agencies here in Boston.

3. Project Management

Our account service team takes great pride in proactively anticipating client needs, managing projects efficiently, and allowing the flexibility to smoothly take on new projects as they surface throughout the year.

4. Measurement & Analytics

FORGE establishes a measurement plan at the beginning of every client engagement. We clearly define success metrics and have an honest conversation with our clients about what we can track for each initiative to ensure accountability and success.

5. Account Management & Client Services

We put a tremendous emphasis on generating long-term client relationships and delivering exceptional account service. Fostering open communication, collaboration and a true partnership with our clients is an ongoing priority.

Q:

FINANCIAL EXPERIENCE

Describe your experience in the financial Services vertical with B2B clients similar to Eaton Vance.

A:

FORGE has deep experience in financial services. From consulting work for Ernst and Young to digital development for Standard and Poor’s Indices, to introducing investment management campaigns for regional banks like Rockland Trust. Collectively, the FORGE team has worked on national brands like Merrill Lynch, Fidelity Investments, Capital One, Putnam Investments, Dreyfus Financial Management and Fannie Mae. Most recently, we’ve helped SBLI life insurance broaden their national reach through their distributor network.

In addition, we’ve executed brand campaign concept work for Putnam and investment management campaigns for both Rockland Trust and Bangor Savings Bank.

Q:

COLLABORATION

What is your experience with and approach to collaborating with or managing other vendors or agency partners for your client?

A:

Our experience in this area is extensive and has been honed over the past 9 years working with large and complex global organizations like Standard & Poor’s, Cisco, Verizon, and Thompson Reuters, where FORGE is part of a larger team of agencies, working as a “best of breed” model. This model is becoming more common, and today we work with 70% of our clients in this manner. Our approach, and we believe, key to success is to work in your areas of strength, demonstrate transparency across client/ agency relationships, and understand how your role fits into the larger process.

We were born as a “generalist” agency, which enabled us to develop a strength in strategy development and project management across a broad spectrum of media — print, broadcast, digital, events and content. We grew and reinvented ourselves to become a specialist in brand and online/offline campaign development. So, we have the ability to not only create strategic brand platforms and campaign materials, but we bring a strong skillset of account and project management across disciplines that allows us to manage other vendors as part of a larger team for clients.

Q:

PLANNING

What is your approach to prioritization and planning for your clients?

A:

At FORGE, we believe that a strong partnership hinges on regular and clear communication. That starts with focused briefing meetings where we identify key objectives and relevant milestones to plan around. Depending on the nature of the client relationship and/or Scope Of Work at hand, the learnings from the briefing are then consolidated into a scope of work and a creative brief. In addition, we develop a detailed project plan (in Gantt chart form) that keep both agency and client focused on the priority of projects and the specific tasks and associated deadlines required to hit projected delivery dates. And our progress against those project plans is then discussed in weekly status meetings where we walk through a thorough and prioritized report of all active and pending initiatives. Quarterly, the FORGE team will then step back and focus on leading a structured planning session where we collaboratively review results of work completed, and discuss upcoming initiatives and/or shifts in priorities. It is also a time that FORGE likes to bring fresh ideas to the table, often focused around marketing trends, consumer insights, solving a business problem, or staying ahead of the industry.

BRIEF

Building deeper human connections.

CLIENT:

JOB:

McLean Hospital

MLH-0001 Newsletter Template

MEDIA:

DATE:

SCHEDULE

Building deeper human connections.

Job Number

13-MLH-0004

Project

Spring Newsletter

Monday

McLean Hospital

Client Date Created

Tuesday

Wednesday

5-Nov

04/01/13 Thursday

6-Nov

7-Nov

13-Nov

14-Nov

Friday 8-Nov

9-Nov

15-Nov

16-Nov

FORGE to send brief

WHAT ARE WE DOING + WHY? 12-Nov

Brief feedback/approval

Veteran's Day holiday FORGE closed

FORGE to kick off creative work

19-Nov

WHAT IS SUCCESS?

20-Nov

21-Nov

22-Nov

Thanksgiving holiday

26-Nov

27-Nov

28-Nov

WHO ARE WE TALKING TO + WHAT ARE THEY LOOKING FOR?

23-Nov

FORGE closed

29-Nov

30-Nov

BWFH feedback & concept selection

FORGE to present creative, round 1

BWFH & FORGE to finalize shot list 3-Dec

4-Dec

10-Dec

WHAT BEHAVIORS DO THEY HAVE?

5-Dec

6-Dec

BWFH to provide feedback & approval pending final photography

FORGE to send revised creative, round 2

11-Dec

12-Dec

FORGE to send creative with image in layout (2 options)

Photo shoot alt date

17-Dec

18-Dec

13-Dec

14-Dec

BWFH feedback & selection

19-Dec

FORGE to send mechanicals for final approval

7-Dec

Photo shoot (tentative, pending availability)

20-Dec

Mechanicals approved for release.

21-Dec

Release all creative

WHAT RELATIONSHIP DO WE WANT TO HAVE? 24-Dec

Christmas Eve holiday

25-Dec

26-Dec

27-Dec

28-Dec

1-Jan

2-Jan

3-Jan

4-Jan

8-Jan

9-Jan

10-Jan

11-Jan

Christmas holiday

31-Dec

WHAT BARRIERS DO WE FACE? New Years Day holiday

New Years Eve holiday

7-Jan

WHAT IS THE INSIGHT?

OOH in market First print insertion running (Metro) Digital in market

Note: The completion of each task is tied to the task that precedes it. Delays to completion may result in an extension of the time required for the completion of any following tasks. Notice will be provided if task delays begin to jeopardize the project delivery date.

Sample project brief document.

Sample schedule document.

Q:

ANALYTICS

How do you use analytics in your practice?

A:

Most companies have more data than they realize they do. The biggest struggle is how to collect it, and then, what to do with it. By integrating and analyzing your current data, you will have a more complete picture of how your company or brand is performing, and you will be able to answer many of the key questions about your business. If you feel you don’t have enough data, there is plenty out there to be mined.

We recommend data-providers and data-collectors that may supplement your current data, and if needed, we also recommend methodologies for collecting custom data through research.

We have experience integrating and analyzing a wide variety of types of data, including social media/online buzz data, website analytics data, advertising effectiveness data, syndicated competitor/peer data, economic/market data, media spending data, online advertising data, search data, brand tracking data, PR data, word of mouth data, customer satisfaction data, call center data, and propriety business/sales data. We can help you collect, clean, and integrate your data. We can visualize it on dashboards or online, so you can see the full picture. We can recommend supplemental data and providers, as needed. Plus, if you need custom data collected, we can recommend the methodology, design the research, field it, analyze it, and integrate it with your other data.

For Eaton Vance, we would work closely with Trina Arnett of Trina-lytics to establish key performance indicators at the beginning of the relationship and a marketing measurement dashboard to track results. The goal is an ongoing test and learn strategy built to continually optimize the program to maximize ROI.

CAPABILITIES GRID

CAPABILITY Marketing Strategy / Strategic Consulting

DEMONSTRATED AGENCY STRENGTH

OFFERED CAPABILITY

✔

Integraded marketing and Sales: Campaign Planning & Education (including training, adoption and integration)

✔

Creative Leadership (brand activation, message prioritization, design truths, template development)

✔

Copywriting / Editorial (financial services specific)

✔

Design / Art Direction / Data Visualization / Art Buying

✔

Insight / Planning / Research

✔

User Experience / Visual Design

✔

Direct Mail / Email Marketing / List Processing

✔

Web / Email Design / Graphic Design / HTML Templates

✔ ✔

Content Marketing Digital Marketing Strategy / Execution, including SEO, SEM & Paid Media

NOT OFFERED

✔

Social Media Strategy / Execution

✔

Mobile / Digital Sales Enablement

✔

Web Analytics

✔

Direct Mail, Email and Event Marketing Measurement and Lead Management

✔

CRM data integration and campaign / segment analytics

✔

Project Management

✔

Account Management or Client Services (Financial, Prioritization)

✔

CASE STUDIES

ONE

NO NONSENSE LIKE YOU.

TWO

SEE MORE. DO MORE.

No Nonsense. Like You.

FORGE has worked with The Savings Bank Life Insurance Company (SBLI) for the past two years in the areas of brand development, advertising campaign development, digital marketing, lead generation, direct marketing, video development, social media integration, and partnership marketing. We’ve focused on both a retail audience (consumers primarily in New England) as well as their national independent distributer network.

OBJECTIVES •

Increase brand awareness across New England.

•

Drive new leads for both retail and through the distributer network.

•

Better connect with modern family audience including female head of household.

•

Bring meaning to existing brand platform; make platform relevant for both B2B and B2C audiences.

OBSTACLES

•

Brand roots grounded in working class male audience.

•

Heavy and consistent advertising from big industry competitors.

•

Effectively balance brand spokesman, Tedy Bruschi, with a broader message.

SOLUTIONS

•

Re-calibrated positioning and tagline, from “The No Nonsense Life Insurance Company” to a more consumer-centric message of “No Nonsense. Like You.”

•

Broad-based advertising campaign geared at generating awareness and leads.

•

Highly segmented marketing messaging focused on key life stages (marriage, first home, first child) that index highly for life insurance purchases.

RESULTS

•

In 2012, SBLI had its second greatest revenue year in the company’s history; growth primarily attributed to expansion of independent distribution network.

•

Digital efforts driving click through rates 6x greater than industry standard.

•

Increase in leads of 13% and 27% respectively in January and February of 2013 compared with the same timeframe in 2012.

TRADE PUBLICATION ADVERTISING The "No Nonsense. Like You" brand platform that FORGE created for SBLI resonates well in their B2B (Independent Distribution) marketing.

Using this platform, FORGE developed a print campaign for trade publications, like Brokers' World and Perspectives, to encourage adoption of SBLI products by independent insurance agents.

term life insurance

PLeaSe GIVe me my free quote.

SBLI term LIfe InSurance

dependable family coverage that’s no nonsense. like you.

new Lower rateS for men and women.

term life insurance from sbli Age2

15-Year Term3

35

$12.01 $11.75

MALE

It’s as simple as it sounds. You pick a term length, and your family is insured the entire time. No gimmicks. No loopholes. No confusing jargon. Just dependable coverage for as long as you choose at a price you can live with.

MALE

FEMALE

25-Year Term3 MALE

FEMALE

30-Year Term3 MALE

FEMALE

The coverage you need aT a price you can afford.

$1,000,000 coverage

Male

Female

$ 54. 8 1

$43 .50

$ 59. 1 6

$46. 1 1

$ 68.7 3

$5 7.42

$100.92

$77.43

45

$39. 93

$30.80

$52. 7 2

$42.02

$84.39

$66. 56

$161.82

$124.41

$ 56. 5 1

$38. 24

$ 81 . 9 5

$ 59. 7 7

$133.11

$96. 1 4

$258.39

$180.09

25-Year Guaranteed Premium2

$22 . 97

$19.58

$34.80

$ 29. 1 5

$46.07

$ 35.76

$80.39

$56.12

$130.50

$90.05

20-Year



25-Year



30-Year

Date of Birth: __________________

Coverage Amount: $ _______________

Full name: _______________________________________

$24.80 $21.14



Male



Non-Nicotine

$49.59 $36.54 $52.72 $42.02 $80.39 $56.12 $81.95 $59.77



Female

Date of Birth: __________________

Coverage Amount: $ _______________

Send my quote to:

Address: ________________________________________

Monthly premiums available only when using SBLI’s Automatic Payment Plan (APP) which electronically debits your checking account for the premium payment due.

Some conditions apply. This rate is for very healthy applicants. Your rate may differ based on health and underwriting. Policy Form B-56 series.

City: ___________________________________________ State: _____________ Zip: ________________________

Age nearest birthday.

Email: ___________________________________________

At the end of the level term period, coverage may be continued to age 85 at increasing yearly term rates without proof of insurability.

Home Phone: ____________________________________

Get a free no-oBLIGatIon quote today.

50

$15.01

Female

$31.06 $25.58 $34.19 $27.14

Work Phone: ____________________________________ Please call me at: _____________________  AM 

30-Year Guaranteed Premium2

$15.53



$33.67 $27.14

The Savings Bank Life Insurance Company of Massachusetts, Woburn, MA. © 2012 All rights reserved. NAIC #70435. Approved for Consumer Use.

Rates quoted are for Preferred Plus1 (non-nicotine users)

Our experienced, accredited life insurance experts are ready to answer your 40 $20. 36 $ 1 8 . 27 $ 3 1 .06 $25. 58 $48.29 $ 39. 1 5 questions and to help you choose a policy that best fits your family’s needs 45 $28. 45 $ 2 3.88 $49.59 $36.54 $ 79. 1 7 $ 57.42 and budget. No hassles. No hard sell. No nonsense.

Non-Nicotine

$20.36 $18.01

$15.40 $14.09 $22.97 $19.58



Additional name:

$40.98 $28.97 $50.90 $37.85

Life insurance products are not guaranteed by a bank. They are not a deposit. They are not FDIC insured, nor are they insured by any federal government agency.

Lock in the same low rate for the entire term you select: 10, 15, 20, 25, or 30 years. Your premium is guaranteed not to increase, regardless of the economy or other factors. The chart on the back has examples of how low your rate may be. Guaranteed Level Premium term policies up to $30,000,0001 can be issued to people ages 18 to 74.

Since 1907, hundreds of thousands of families have trusted SBLI for affordable, $150,000 $300,000 $500,000 Age3 coverage coverage dependable life insurance. We offer some of the lowestcoverage rates in the country for 4 Male Female Male Female Male A.M. Female both men and women, and we have earned an A+ (Superior) rating from 30 after $ 1 3 .9 6 $12.01 $ 1 9 .05 $16.44 $28 . 28 $23.93 Best for financial strength year year.

Male



$26.36 $21.14

*To learn more, visit www.ambest.com.

Guaranteed Level Premium

a company you can trust



45

3

25 $ 1 6 .70 $12.92 $20. 3 6 $ 1 6 . 97 $30.45 $24.80 Both choices include an option to purchase $10,000 of term life insurance 30 $ 1 8. 0 1 $ 1 5 . 031 $21.66 $17.75 coverage for each of your children.

This rider protects them at a $32.63 fixed, $26. 1 0 35 $ 1 9 . 1can 8 $ 16.44 $24.

80 insurability $21 . 1 4 $3 of 7. 85up $ 3 1 . 7 6 affordable cost and with conversion provide future 40 $23.88 $20.

62 $34.

1 9 $ 27.

1 4 $ 53.

5 1 $ 41.76 to $50,000 with no exams or health questions.

15-Year

50

2

This policy can be automatically renewed every year until age 902 without proof $150,000 $300,000 3 of insurability. Your premiumAge remains the same during the year, but your $500,000 renewal coverage coverage coverage premiums gradually increase every year.

Male Female Male Female Male Female



Full name: _______________________________________

Full name: _______________________________________

two affordable choices

50

FEMALE

20-Year Term3

10-Year

Please provide:

40 $15.14 $14.88

1

35



Sample monthly premiums for $300,000, fully-guaranteed Level Premium Term Life Insurance, Preferred Plus Non-Nicotine1:

Protecting your family with life insurance is crucial, but that doesn’t mean it should be complicated. That’s why hundreds of thousands of families have chosen SBLI’s term life insurance.

Yearly Renewable Term

I’m interested in the following term:

• Among the lowest term rates in the country • A+ (Superior)* rating from A.M. Best • Plans that fit your life and budget • Trusted by hundreds of thousands of families

$1,000,000 coverage

Male

Female

$50.46

$ 41 .76

$63 . 5 1

You can’t do better for your family.



PM

I intend this to be my signed consent to call me.

ID-0812

“Life insurance at a price you can Live with.”

-Tedy Bruschi

• Among the lowest term rates in the country • A+ (Superior)4 rating from A.M. Best • Plans that fit your life and budget

No Nonsense. Like You.

• Trusted by hundreds of thousands of families Consider an option to purchase $10,000 of term life insurance coverage for each of your children at a fixed and affordable price.

Ask one of our life insurance professionals for details today.

$52.20

$90.48

$7 1 . 3 4

$151 . 38

$108.75

$252.30

$170.52

20-Year Guaranteed Premium2 Age3

1.888.GeT.SBLI

$150,000

$300,000

coverage

Male Female SBLI.com

coverage

$500,000 coverage

$1,000,000 coverage

Male

Female

Male

Female

Male

Female

40

$1 5 .27

$ 1 4 .75

$20.36

$18.01

$30.45

$26.54

$54. 8 1

$46.98

45

$22.97

$18.66

$33.67

$ 27.1 4

$52.64

$ 41 .76

$ 99. 1 8

$76.56

50

$ 33. 1 5

$26.49

$50.90

$37.85

$81.35

$59.60

$152.25

$ 1 13 . 1 0

Not available in all states. Consult with an SBLI sales professional for availability. 2After age 74, the coverage amount will decrease annually. $523, 1 .03 $38.63 $78.82 $60.29 $127.89 97.0 1 Children must be at least 15 days old and under55 the age of unmarried and financially dependent on primary insured at time of$policy issue to qualify for coverage under the rider. 4To learn more visit www.ambest.com.

$249.69

$181 . 8 3

$435.87

$294.93

1

1

3

60

$83. 9 1

$58.86

$134.94

$92.39

$221.42

$150.51

15-Year Guaranteed Premium2

12-SBL-0020-SellSheet_TermLife-Direct_022013.indd 1

Age3

$150,000

$300,000

coverage

coverage

$500,000 coverage

At the end of the level premium term period, coverage may be continued to age 85 at increasing yearly term rates without proof of insurability.

2

3 2/20/13 10:33 Age AM nearest birthday.

$1,000,000 coverage

Male

Female

Male

Female

Male

Female

Male

Female

40

$ 1 1 .48

$1 1 . 35

$ 15.1 4

$1 4 .88

$2 1 .75

$2 1 .32

$36.54

$35.67

45

$ 1 8 . 53

$ 16.1 8

$26.36

$ 2 1 .1 4

$40.46

$3 1 .76

$73.95

$57.42

50

$28.32

$20.88

$40.98

$28.97

$64.82

$44. 8 1

$12 1 .80

$83.52

55

$40. 1 9

$29.36

$58.99

$40.46

$94.83

$63.95

$182.70

$ 1 1 7. 4 5

60

$56.90

$44.37

$98.66

$ 64. 2 1

$160.95

$103.53

$314.07

$199.23

Introduce us.

Monthly premiums available only when using SBLI’s Automatic Plan (APP) which electronically debits your checking account for the premium payment due. Some conditions apply. This rate is for very healthy applicants. Your rate may differ based on health and underwriting. Policy Form B-56 series.

4

To learn more visit www.ambest.com.

Level premium policies available up to $30,000,000.

Not available in all states. Consult with an SBLI professional for availability.

Do you know someone who’s no nonsense like you?

Life insurance products are not guaranteed by a bank. They are not a deposit. They are not FDIC insured, nor are they insured by any federal government agency.

The Savings Bank Life Insurance Company of Massachusetts ©2013 All rights reserved.

NAIC #70435. Approved for Consumer Use.

CA LIC. #:

10-Year Guaranteed Premium2 $150,000

$300,000

coverage

coverage

$500,000 coverage

$1,000,000 coverage

Female

Male

Female

Male

Female

Male

Female

$ 1 4 .75

$1 2 .66

$20. 1 0

$ 1 7.75

$30.02

$26 .10

$50.46

$45.24

$ 2 1 .66

$16 . 83

$28 . 1 9

$24.53

$43.50

$ 3 7. 41

$ 79. 1 7

$66.99

55

$ 31. 1 9

$24. 27

$46.98

$34.97

$74.82

$54. 81

$137.46

$101.79

60

$46.20

$33. 28

$73.60

$49.85

$ 1 19 . 1 9

$79. 6 1

$229.68

$151.38

65

$ 8 1 .04

$56.38

$150.60

$107.01

$247.52

$ 1 74.87

$ 474. 1 5

$332.34

12-SBL-0020-SellSheet_TermLife-Direct_022013.indd 2

FPO

Male 45 50

12-SBL-0006-ReferAFriend-mech012413.indd 1

DS612

2/20/13 10:33 AM

Introduce us.

2/26/13 5:32 PM

FPO

Age3

SALES AGENT COLLATERAL FORGE developed a suite of SBLIbranded materials for use by agents.

The SBLI team leading Independent Distribution is able to deliver a package to agents selling SBLI products that include: co-brandable product flyers, postcards, referral mailers and ads.

Agents have proven marketing tools at their fingertips; and the SBLI builds equity with consistent branding

12-SBL-0006-ReferAFriend-mech012413.indd 1

SALES FOLLOW UP VIDEO As SBLI expands their regional footprint, and becomes a national player, agents are selling SBLI products in region with little awareness of the company. To assure their customers of SBLI’s strength and dependability as a financial institution, FORGE developed a 2-minute video for agents to send to their customers along with a recommendation for an SBLI policy.

Life insurance

as DepenDabLe as you.

No NoNseNse. Like You. • Trusted by hundreds of thousands of families since 1907 • Offering some of the lowest rates in the country for men and women

Get Business Done Faster.

• Excellent financial strength: A+ from A.M. Best*, A- from S&P**

• Exceptional service and technology: ePolicy delivery, XRAE, and iPipeline

Coming Soon SBLI iGO Powered by • Auto-populate quote data into the e-App • Produce 100% in Good Order Applications

TRADE SHOW MATERIALS

• Achieve a 50% reduction in cycle time • Eliminate paper and mailing costs • Get paid faster. Period.

Visit *ambest.com and **standardandpoors.com to learn more. The Savings Bank Life Insurance Company of Massachusetts Woburn, MA. NAIC #70435

12-SBL-0019-2x3-FLO.indd 1

11/2/12 4:15 PM

The Savings Bank Life Insurance Company of Massachusetts Woburn, MA. NAIC #70435

12-SBL-0019-2x3-Pipeline-FLO.indd 1

11/2/12 4:14 PM

To create a dramatic brand presence at the annual NAILBA Conference (National Association of Independent Life Brokerage Agencies), FORGE designed SBLI’s trade show booth, including a free standing 10’x10’ banner and productfocused posters, as well as the collateral that SBLI representatives distributed. For 2013’s conference, FORGE is designing a takeover of the outdoor space at the conference hotel, including pole banners and lobby signage.

“Family” TV

“No Nonsense” TV

Billboards

Direct Mail save over $2,889 compared to prudential. save over $2,759 over metlife. open for details**

AffordAble term life insurAnce from sbli.

give us a call. today.

Your Life insurance rate wiLL never be Lower than it is todaY. One Linscott Road, Woburn, MA 01801

Presorted Std U.S. Postage Paid Boston, Ma Permit No. 54302

WHY IS SBLI CELEBRATING PARENT VOLUNTEERS? WE BOTH CARE DEEPLY ABOUT OUR CHILDREN’S FUTURE.

As a company that improves the lives with affordable, dependable life insurance, we applaud people who improve the lives of children. That’s why we’ve partnered with PTO Today to present the SBLI Superstar Volunteers. Join us as we honor their tireless efforts.

Nominate A Superstar Volunteer at SBLI.com/SuperstarVolunteers © SBLI 2012. The Savings Bank Life Insurance Company of Massachusetts is in no way affiliated with SBLI USA Mutual Life Insurance Company, Inc.

Print Ad

Digital Banners

Website redesign

Facebook Page

Facebook App

OBJECTIVES •

S&P Indices needed to create a brand position and identity that combined the strengths of its parent company, Standard and Poor’s and the analytical prowess of the Indices group to grow in a competitive global market.

•

Generate brand awareness and market perception of Index Services.

•

Become brand of choice for indices globally for structured product creators and downstream distributors, asset managers, pension plans and financial advisors.

OBSTACLES

•

S&P Indices needed to create a brand position and identity that combined the strengths of its parent company, Standard and Poor’s and the analytical prowess of the Indices group to grow in a competitive global market.

•

Generate brand awareness and market perception of Index Services.

•

Become brand of choice for indices globally for structured product creators and downstream distributors, asset managers, pension plans and financial advisors.

SOLUTIONS

•

This international target audience of asset managers, product developers and investors thinks highly of their innate abilities. They are the performers. We couldn’t tell them that we could help them perform better. But by telling them that we could help them “more clearly see potential investment opportunities and pitfalls” so that they could do more, we created a logical platform that sold our superior competitive strengths – analytical prowess, broader asset classes of indices, relentless drive to innovate – while at the same time creating an aspirational message that they can do no better than with S&P Indices.

•

FORGE conducted global research with S&P’s broad B2B audience to better understand perceptions, strengths, and differentiators.

•

Forge then developed a Bedrock Truth Narrative, Positioning Platform and brand tagline for S&P to serve as the foundation for a brand awareness and thought-leadership campaign consisting of advertising, digital marketing, events, collateral, and more.

RESULTS

•

Increased engagement across target audience segments.

•

Increase in web traffic during campaign period.

•

Increased awareness globally.

Print Ad Series

Digital Banners

Trade show booth

Brand Collateral, Folder

Brand Collateral System

THANK YOU