request for proposal Patriot Bank February 28, 2023
WOMEN, 25 TO 50, PROFESSIONAL, SINGLE, MARRIED, MOTHERS, COLLEGE-EDUCATED, POSTGRADUATE, DINKS, 1.5 KIDS, MILLENNIALS, XENNIALS, GENX, TRANSPLANTS, SOUTHERNERS, MEMPHIANS, WORLD TRAVELERS, ROAD WARRIORS, VOLUNTEERS, LGBTQ+, ATHLETES, PET OWNERS, HOMEOWNERS, RENTERS, PODCASTERS, COPYWRITERS, ART DIRECTORS, DESIGNERS, ILLUSTRATORS, PAINTERS, PHOTOGRAPHERS, DIGITAL SPECIALISTS, COMMUNICATORS, STRATEGISTS, MARKETERS— ALL HEMLINERS
February 28, 2023
Michelle Couch Executive Vice President Patriot Bank
9105 Barret Road
Barretville, TN 38053
Dear Michelle—
Thank you for your time to discuss ideas for promoting and celebrating Patriot Bank—your products, your services and especially your people. We are excited for the opportunity to partner and tell your story through social media, and believe that our flexibility, creativity and nimbleness are the perfect fit to help you achieve success in this endeavor.
What follows is a proposed Scope of Work with associated agency hours, project assumptions and Hemline’s billing process. Thank you again for this opportunity and we look forward to working with you.
Sincerely,
Cynthia H. Saatkamp Partner / Brand Strategist
Kelley M. Morice Partner / Brand Strategist
SCOPE OF WORK
Creative Strategy & Planning (15 hours/initiation fee)
Onboarding and creating an overall concept, look and feel for the year, developing an audience persona for Facebook, understanding the brand voice and creating the next step in the Patriot Bank design brand aesthetic for social media
Creative Campaign Execution (12 hours/month)
• Content calendar development, 8-10 posts per month (a minimum of two per week), research and write original and aggregated content from client’s desired focus points
• Visual development from blended use of stock photography, custom photography from Patriot and custom graphics and/or animated gifs (new custom photography and videography services available as needed)
• Posting to Facebook, monitoring responses, tracking engagement, suggesting potential posts to boost for audience growth and additional engagement (boost costs outside of campaign budget) and building special events and posting through the event channel as needed
• Creating bi-monthly custom header graphics to increase engagement
• On-call services to assist Patriot staff with additional posts of provided content, adjusting schedule and content as needed for timely insertion and distribution of key messages
Additional Platforms (3 hours/month)
• Should Instagram be added to the mix, and it's determined the audience is similar to Facebook, Hemline will continue to honor the same monthly rate.
• Should LinkedIn be added to the mix, a secondary voice to content will be added and variations of content created, posted and monitored.
BUDGET & BILLING
Hemline's hourly rate is $150 for all services, but for Patriot will agree to a $100/hour rate to accommodate the need for getting staff and systems up to speed. Billing will occur the first of each month and all invoices are Net30. Any services not included in this scope of work or special events or projects can be estimated for approval beforehand.
Founded in 2003, Hemline is a DBE-certified, woman-owned, strategy-focused communications firm that believes tailored brand strategies never go out of style. For nearly 20 years we’ve worked with for-profit and not-for-profit organizations in a variety of sectors—from health care, hospitality, financial and medical to the arts, real estate and more—to keep their brands fresh for ever-changing audiences. From our downtown Memphis office that anchors the heart of the historic South Main Arts District, we have worked with clients all over the U.S., including Hilton Worldwide, AutoZone, Smith & Nephew, SweetBio, Ballet Memphis, Community Foundation of Greater Memphis and LEO Events. Our full-service offering of public relations, advertising, marketing, branding and communications covers an array of traditional and digital platforms, events, media buying and more.
Hemline is a proud member of the Greater Memphis Chamber, the South Main Association, the Public Relations Society of America and the American Advertising Federation. Our awards from these organizations and others are not only a sign of creative thinking but also of client relationships that stand the test of time, with many longer than 10 years.
Based on the Hemline Theory of Economics, our name reflects how we see the world of marketing and the effectiveness of a great brand. Simply put, times and people change. Even the strongest brand must evolve to not only meet those demands but also exceed the expectations created by them.
OUR ADVANTAGE IS CLEAR:
about
We’re experts at building and maintaining strong brands via sound advertising and marketing strategies, while cultivating loyal customer and stakeholder relationships.
Apple Grove Alzheimer’s Residence
Apple Grove Alzheimer’s & Dementia Residence
AutoZone
Ballet Memphis
Baptist Memorial Health Care
Memphis Child Advocacy Center
Memphis Crisis Center
Memphis Farmers Market
Memphis-Shelby County Airport Authority
Birthright of Memphis
Birthright Memphis
BLDG Memphis
BlueCross BlueShield of Tennessee
Church Health
CityPoint Building Co.
Community Foundation of Greater Memphis
Daily Memphian
Dorothy Day House
First Horizon
GTx
Hilton
Hilton Garden Inn
Jay Uiberall Foundation
LEO Events
Makowsky Ringel Greenberg
Memphis Theological Seminary
Memphis Tilth
Memphis Women’s Summit
Onyx Medical
Ponder College
Porter-Leath
Ready Shelby
RiverArtsFest
Signal Medical
Smith & Nephew
SweetBio
The Assisi Foundation of Memphis, Inc.
Thomas W. Briggs Foundation
The Village at Germantown
The Village at Germantown
Thomas W. Briggs Foundation
West Tennessee Family Solutions
hemline owners
Before coming together to form Hemline in 2003, Cynthia and Kelley oversaw the marketing department of one of Memphis’ largest advertising agencies. Based on this experience, the partners built a unique, collaborative firm grounded in hands-on customer engagement and research-based creative solutions.
Unlike some agencies that assign one person to one task, the teams at Hemline crosspollinate, share expertise and work together to achieve excellent results in the most efficient, effective ways.
current and past clients at a glance
what we do
Our full-service offering of advertising, marketing, branding, communications and public relations covers an array of traditional and digital tactics, and stakeholder and community building. Our team includes specialists in the areas of:
Our full-service offering of advertising, marketing, branding, communications and public relations covers traditional and digital tactics, and stakeholder and community building. Our team includes specialists in the areas of:
Advertising, traditional and digital
Branding, new and refreshed
Collateral development
Communications, internal and external
Marketing, planning and execution
Graphic design and illustration
Social media management
Public relations
Project management
Media, planning and management
Event management
Web design and development
Photography
Videography
Writing, long and short form
overview and leadership
Before coming together to form Hemline in 2003, owners Cynthia Saatkamp and Kelley Morice oversaw the marketing department of one of Memphis’ largest agencies. There they managed the marketing for multiple divisions of Smith & Nephew Orthopaedics and International Paper, among others, as well as worked to bring the city’s NBA team, the Memphis Grizzlies, to town and build season ticket audiences for the organization.
Based on this experience, the partners built an agency grounded in solid marketing skills and research-based creative solutions. The team includes specialists in social media, web design, graphic design and illustration, photography, videography, public relations, branding, marketing and media management. Unlike some agencies that assign one person to one task all the time, the teams at Hemline work collaboratively and share expertise to achieve excellent results in the least amount of time. Each partner also plays an active role in the work of our clients.
Cynthia Saatkamp represents the crossroads of Southern charm and sophisticated, strategic thinking. For Hemline, she fills both roles. With more than 25 years’ experience—and our resident MBA, Memphis Business Journal 40 Under 40, American Advertising Federation Marketing Professional of the Year and Inside Memphis Business Power Player 10 years running—she’s served clients in nearly every major business sector, focusing on product launch, corporate strategy and branding.
Cynthia received a bachelor’s degree in marketing from the University of Mississippi and an MBA in marketing from the University of Memphis. Key client experience includes the Memphis Grizzlies, International Paper, Smith & Nephew, Ballet Memphis, ArmorAll, Church Health, Autozone and FedEx.
earned her stripes in the corporate world before trading sides to join the advertising agency arena. Kelley works closely with her clients, using her keen sense of observation and nearly 30 years of industry experience to question, lead and advise clients in an effort to reach their goals and expectations. She received her undergraduate degree in journalism with an emphasis in public relations from the University of Memphis. She is a graduate of the Leadership Academy’s Leadership Intensive and a recipient of the American Advertising Federation’s Ad Woman of the Year. Key client experience includes First Horizon, Memphis Zoo, LEO Events, Smith & Nephew, Church Health and Hilton Worldwide.
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WE START WITH YOUR EVENT. BUT BY THE TIME WE’RE FINISHED, IT’S THEIR EVENT. At LEO, we believe that an event is successful when your audience loves it enough to talk about it, share it and truly connect with your brand. That’s why we’ve built a team of experienced professionals who love their jobs and wake up every day trying to find new ways to deliver something smarter and remarkable. Something that reflects the investment you’re making. Something that exceeds everything you’ve asked for and everything we’ve promised. Because your brand and your audience expect and deserve nothing less. LEOEVENTS.COM Named to Event Marketer’s 2016 It List of Top 100 Event Agencies and fresh off the Walmart Annual Shareholders Meeting, LEO Events invites you to experience KAABOO Del Mar. Get an up-close view of what we’re doing for this fresh music, culinary and lifestyle festival—and then imagine what we can do for you through the lens of the most innovative experiential event being produced today. Best part, there are no strings attached—you can even leave the lanyard behind! So say yes, and then prepare to soak in the live experience. Feel the vibe. See how LEO brings brands like yours to life with originality and audience engagement. EXPERIENCE. EXPLORE. ENGAGE. with
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Year two brings champion results
Primary Audience Approx. 100,000 golf tournament attendees Secondary Audience Approx. 1,850 FESJC volunteers 250 VIP corporate decision-makers Description FESJC Volunteer Sponsor Years Sponsoring Two Location TPC Southwind, Memphis Reach Shelby County/West Tennessee Investment: $250,000 >> ROI: 0.9 Valuation Ratio Sponsorship Goals Boost brand recognition in Memphis/Shelby County through on-site and online activities and customer engagements • Reach corporate decision-makers through hospitality • Promote brand values of volunteerism and healthy/active lifestyles by aligning with philanthropic sporting event Social Media • Working with St. Jude and FESJC staff, BCBST prepared a social media campaign around the Hours for St. Jude and BCBST volunteer sponsorship • BCBST-prepared content shared on BCBST (37K fans), St. Jude Global (1.5 Million fans) and Regional (9,150 fans), and FESJC (4,100 fans) Facebook pages Cumulative Facebook Engagement: Total Reach: 995,078; Total Likes: 7,573; Total Shares: 553; Total Comments: 102; Total Link Clicks: 1,055** (Facebook Tab and Hours Site) • BCBST-prepared content shared on BCBST (700 followers), St. Jude (349K followers) and FESJC (430 followers) Twitter pages Engagement: Total Retweets: 159; Total Twitter Favorites: 168; Total Twitter Link Clicks: 913** BCBST Behind the Scenes videos Total Video Views: 807 YouTube, 301 Facebook, 5,750 Cool Zone visitors Behind the Scenes Videos • With assistance from St. Jude and FESJC staff, produced five on-the-spot video stories at the tournament; interviewed, filmed, edited and approved same day; posted the following inside the Cool Zone and to BCBST and FESJC websites and Facebook pages through YouTube. Media Coverage • Pitched Hours for St. Jude story to all TV networks and print outlets • Provided Commercial Appeal columnist Jeff Calkins with volunteer descriptions upon request for Phil Cannon story, “Tournament Director Phil Cannon personifies FESJC,” June 4 • Arranged one-on-one interview with FESJC volunteer and St. Jude Director of Sports Marketing on Local ABC 24 Morning News show, broadcast June 3 9A, later posted online • Arranged one-the-spot interviews with John Maki and Phil Cannon on Fox News Channel 13; with FESJC volunteer on Action News 5 • Arranged web-broadcast spots about Cool Zone and Walk Y’all promotion with Fox News Channel 13’s Facebook page BRAND EXTENSIONS partnership
brings Primary Audience Approx. 100,000 golf tournament attendees Secondary Audience Approx. 1,850 FESJC volunteers 250 VIP corporate decision-makers Description FESJC Volunteer Sponsor Years Sponsoring Two Location TPC Southwind, Memphis Reach Shelby County/West Tennessee Investment: $250,000 >> ROI: 0.9 Valuation Ratio Sponsorship • Boost County customer • Reach • Promote healthy/active philanthropic Social Media Working with St. Jude and FESJC staff, BCBST prepared a social media campaign around the Hours for St. Jude and BCBST volunteer sponsorship BCBST-prepared content shared on BCBST (37K fans), St. Jude Global (1.5 Million fans) and Regional (9,150 fans), and FESJC (4,100 fans) Facebook pages Cumulative Facebook Engagement: Total Reach: 995,078; Total Likes: 7,573; Total Shares: 553; Total Comments: 102; Total Link Clicks: 1,055** (Facebook Tab and Hours Site) BCBST-prepared content shared on BCBST (700 followers), St. Jude (349K followers) and FESJC (430 followers) Twitter pages Cumulative Twitter Engagement: Total Retweets: 159; Total Twitter Favorites: 168; Total Twitter Link Clicks: 913** BCBST Behind the Scenes videos Total Video Views: 807 YouTube, 301 Facebook, 5,750 Cool Zone visitors Behind the Scenes Videos With assistance from St. Jude and FESJC staff, produced five on-the-spot video stories at the tournament; interviewed, filmed, edited and approved same day; posted the following inside the Cool Zone and to BCBST and FESJC websites and Facebook pages through YouTube. Media Coverage Pitched Hours for St. Jude story to all TV networks and print outlets • Provided Commercial Appeal columnist Jeff Calkins with volunteer descriptions upon request for Phil Cannon story, “Tournament Director Phil Cannon personifies FESJC,” June 4 • Arranged one-on-one interview with FESJC volunteer and St. Jude Director of Sports Marketing on Local ABC 24 Morning News show, broadcast June 3 9A, later posted online Arranged one-the-spot interviews with John Maki and Phil Cannon on Fox News Channel 13; with FESJC volunteer on Action News 5 • Arranged web-broadcast spots about Cool Zone and Walk Y’all promotion with Fox News Channel 13’s Facebook page BRAND EXTENSIONS
cool partnership
Year two
One
GNIVIGSMEM GRO NOVEMBER 23, 2019 CAROLIN A W A DEHSRET TSAEFA W I T H FRIENDS ART THE CONVE @ CAROLINA WA What song personifies your life at this moment in time? If you could live anywhere in the world for one year, where and why? Would you rather go to space or the bottom of the ocean? What’s your favorite holiday and why? GRO.GNIVIGSMEM NOVEMBER 23, 2019 CAROLIN A W A DEHSRET TSAEFA W I T H FRIENDS ART THE CONV @ CAROLINA W What song personifies your life at this moment in time? If you could live anywhere in the world for one year, where and why? Would you rather go to space or the bottom of the ocean? What’s your favorite holiday and why? GET YOUR GAME FACE ON Things may get heated during Memsgiving—and not just around the fire pits. Team up for a little friendly competition in a game of corn hole, axe throwing, horseshoes, big Jenga and more. 10:30am – 12:30pm Josh Cosby & Jeremy Stanfill of Star & Micey Listen → 1:00pm – 2:00pm Walrus 2:15pm – 3:15pm Twin Soul Listen → 3:30pm – 4:30pm Belvedere Listen → MUSIC LINE UP Memsgiving is a pre-Thanksgiving, pre-too-much-family celebration just for friends. Think your typical Friendsgiving, the yearly potluck where you and your friends play card games and share laughs, just cranked up a couple notches. We’ll have fall-inspired drinks, outdoor games, live music, fire pits and Carolina Watershed’s take on classic holiday dishes (don’t worry, we won’t ask Aunt Mabel for her Ambrosia salad recipe.) Must be 21+ to purchase and consume alcohol but all ages—and furry friends—welcome!
GRAB YOUR TICKETS TODAY! Memsgiving proceeds to benefit the Jay Uiberall Foundation BUY NOW! MENU BEST FRIENDS BRUNCH 10:30AM-12:30PM VIPs get 10:30AM early entry and a tableside brunch for just $75 per person, plus two drink tickets. Reserve your own table for 8 to 10 of your friends. Learn how Receive a complimentary party favor—an insulated Memsgiving wine cup—with purchase of VIP ticket. Bottomless Mimosas or Bloody Marys Cheers! Brunch Spread Served Tableside The classic brunch. Biscuits & gravy, three-potato hash, fresh fruit and delectable pastries, plus a lot more! Savory Waffle Bar Five different waffle options from Cajun Spice to a Sweet Waffle with Chicken & Maple Bourbon Cream. Mouth. Watering. *** Hey Best Friend Brunchers, no need to leave! Your ticket grants you all-day venue access. FRIENDS FEAST 12:30PM-4:30PM Not a morning person? Sleep in a bit, then join us at 12:30PM and feast with your friends all day long for just $50 per person and that includes two drink tickets. Grandma’s Homemade Slider Station Basic condiments? Nah! Try giblet gravy, apricot glaze, Cajun Creole stuffing and more. Build-Your-Own Mashed Potato or Mac n’ Cheese Bar Dang, delish! Family-Style Sides All your favorites in a row. Home Sweet Home Dessert Station Did someone say pie? *** No reserved GA Friends Feast seating. Hey, 901! Are you ready for the party of the season at Carolina Watershed in just three short weeks? What makes a party, well...a party? Besides good friends of course (that’s where you come in), you need great food and music, too. And we have it all! Check out our MENU and MUSIC line up below, then snag your tickets to Memsgiving before they sell out. SATURDAY, NOVEMBER 23RD AT CAROLINA WATERSHED 10:30AM TO 4:30PM Carolina Watershed will be closed to the public for this private event. Thank you to our sponsors:
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PM to 8:30 PM Meet The Daily Memphian Staff Live music by Gary Goin G3 Memphis Grizzlies’ Grizzline Drummers
by MEMPops Beer by Memphis Made University of Memphis Tigers’ Football and Basketball Ticket Giveaways Big shout out to Memphis Made for the Daily Memphian Commemorative Fireside Ale can. Cheers! Check out our Merch Cart for Daily Memphian caps and shirts, and sign up for our daily emails.
LAUNCH CELEBRATION 5:30
Treats
