RFP for Ad Agency

R E S P O N S E to

REQUEST FOR PROPOSAL for M ILWAUK E E ST RE E TC A R PR OJ ECT MARKETING AND PROMOTION SERVICES JANUARY 5, 2018

1

TABLE OF CONTENTS TITLE............................................................................................................................................................................X COVER LETTER..........................................................................................................................................................X FIRM OVERVIEW........................................................................................................................................................X PROJECT EXPERIENCE.............................................................................................................................................X TEAM ORGANIZATION – PROJECT MANAGER & CREDENTIALS.......................................................................... X UNDERSTANDING AND APPROACH (SCOPE).........................................................................................................X •

BRAND ACTIVATION........................................................................................................................................X

•

LEAD OPENING DAY EVENT COORDINATION & PROMOTION................................................................... X

•

WEBPAGE & SOCIAL MEDIA PLATFORMS....................................................................................................X

•

SERVICE EDUCATION & AWARENESS CAMPAIGN......................................................................................X

•

MARKET RESEARCH......................................................................................................................................X

•

MARKETING/COMMUNICATION PLAN..........................................................................................................X

•

OUTREACH MATERIAL & ADVERTISEMENT DEVELOPMENT..................................................................... X

•

SPONSORSHIP & ADVERTISEMENT REVENUE ASSISTANCE................................................................... X

•

STREETCAR PROMOTIONAL EVENTS.........................................................................................................X

•

3RD PARTY COORDINATION..........................................................................................................................X

•

PROJECT DATABASE......................................................................................................................................X

•

PUBLIC & MEDIA RELATIONS........................................................................................................................X

SCHEDULE..................................................................................................................................................................X COST PROPOSAL.......................................................................................................................................................X FORMS.........................................................................................................................................................................X

3

Friday, January 5, 2018

To Whom it May Concern:

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Sincerely,

John Smith Jigsaw, LLC

FIRM OVERVIEW WHO IS JIGSAW? Jigsaw was established in Milwaukee in 2004 by two partners, Steve Marsho, head of strategy and planning, and Steven Wold, chief creative officer.

Previously, both served in executive positions in a full-service agency with offices in Chicago and Milwaukee. Over many years they have helped grow and nurture strong and well-respected local, regional and national brands. More importantly, each of them is actively involved in day-to-day client business. Our offices are located at 710 North Plankinton Avenue.

Jigsaw has particular expertise in service industries and those that require a considered purchase due to their cost, complexity, or both.

Healthcare, technology, financial services, and of course destination marketing and transportation are some examples. Current and past experience includes: »» VISIT MilwaukeeDear MKE »» Metra commuter Rail System of Chicago »» Pace commuter bus system of Chicago »» Midwest Express Airlines, Skyway Airlines »» Marcus Hotels & Resorts

»» Go Riteway: airport shuttles, commuter bus, private transportation, group transportation, school bussing »» Amtrak »» Baymont Inns & Suites »» Missouri Visitor & Convention Bureau »» Lake Express Ferry »» And more!

LIKE-MINDED STAFF Our staff of 20 includes all the usual suspects you’d expect from a full service agency, including art directors, web designers and developers, copywriters, media experts and account service personnel. We also employ a dedicated digital strategist and campaign analyst whose exclusive jobs are to make what we do more effective by establishing campaign goals and ensuring our clients’ messages, media and calls-to-action are as strong as they can be to stimulate conversions.

LIVING OUR BRAND As our name implies, Jigsaw is dedicated to assembling the best minds and resources available for any given assignment. Sometimes that means going outside of our four walls. As our business and the landscape of new media grows significantly, we constantly seek out new experts to expand our network.

In this instance, we would partner with Buzz Monkeys, a communications agency with expertise in public relations, media relations, message development, media training and event planning and execution. In business since 1998, Buzz 5

Monkeys has worked with clients ranging from small nonprofits and start-ups to Fortune 500 companies.

Arts and destination marketing are a special focus. They’ve built a reputation for delivering stellar client service and achieving results that routinely exceed expectations.

We anticipate that all other services listed in the RFP (web maintenance, social media redesign and monitoring, possibly mobile app development) would be handled in-house.

WHY JIGSAW Unlike digital agencies that don’t understand brand strategy, or traditional agencies that struggle to integrate digital media, Jigsaw combines our big-brand, big agency experience and applies that critical thinking to digital strategy, execution and measurement better than any other agency. We give every consideration to our clients’ total brand ecosystem and how advertising, SEM, the website and brand performance work to create a seamless experience.

Jigsaw and Buzz Monkeys have collaborated on several clients and projects that are similar to the launch of the streetcar, including DearMKE and the Milwaukee Art Museum.

CAPABILITIES Our core competencies include everything on the “typical” agency capabilities list: strategic and integrated planning, brand identity management, research, advertising, interactive, design, collateral, media planning and buying, direct marketing, and promotions.

WHAT W E D O

STRATEGIC PLANNING

CREATIVE IDEATION

MEDIA INNOVATION

BRAND

CONCEPT DEVELOPMENT

MEDIA PLANNING

BRAND IDENTITY

MEDIA BUYING

CONTENT GENERATION

INTEGRATED CAMPAIGNS

CREATIVE EXECUTION

DIGITAL CAMPAIGNS

PRODUCTION

SOCIAL CAMPAIGNS

BUSINESS DIGITAL MEDIA USER FLOW CREATIVE

SEARCH CAMPAIGNS

PUBLIC RELATIONS

TECH SOLUTIONS

INTEGRATED EARNED AND OWNED MEDIA STRATEGY STORYTELLING AND CONTENT DEVELOPMENT MEDIA RELATIONS GUERRILLA PR INFLUENCER MARKETING CAMPAIGNS EVENT MANAGEMENT ACTIVITY AND TREND MONITORING

STRATEGIC PLANNING

DESIGN TECHNOLOGY

RESEARCH

USER EXPERIENCE DESIGN

AGILE APPROACH

MOBILE/ APPLICATIONS

DEVELOPMENT PLAN

DIGITAL INTEGRATION

MESSAGING PLAN

API INTEGRATIONS

MEDIA INTEGRATION

DISTRIBUTION PLAN

CUSTOM

SOCIAL INTEGRATION

MANAGEMENT

WEB DEVELOPMENT MOBILE DEVELOPMENT INTERACTIVE DEVELOPMENT

MEASUREMENT ANALYSIS INSIGHTS OPTIMIZATION

CONTENT STRATEGY

TECHNOLOGY INTEGRATION INFORMATION ARCHITECTURE

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

PROJECT EXPERIENCE TITLE: MILWAUKEE ART MUSEUM UNCRATED. UNVEILED. CAMPAIGN SCOPE OF SERVICES: Strategy, PR, Advertising, Social Media Jigsaw and Buzz Monkeys worked together to conceptualize and execute an advertising and public relations campaign to create awareness of the Milwaukee Art Museum’s (MAM) grand re-opening after a 14-month expansion and renovation. Our challenge—the general public was largely unaware that the majority of the museum (other than the Quadarachi Pavilion) was closed.

CONTRACTED DOLLAR AMOUNT: $326,736 including the following elements »» Crate development and installation »» Outdoor, digital and posters »» Streaming radio (Pandora) »» Streaming video (HULU) »» Online display ads »» YouTube pre-role »» Social media advertising »» Radio sponsorship »» Print advertising »» Photography »» Media planning and placement »» Media relations »» Internal promotion »» Giveaways TIMEFRAME: November 16, 2015 through January 16, 2016 KEY PERSONNEL: Steven Wold: Executive Creative Director, Jigsaw Steven Marsho: Director Strategy & Planning, Jigsaw

7

PROJECT EXPERIENCE KEY PERSONNEL (continued): Amanda Janssen-Egan: Media Director, Jigsaw Mike Luedke: Director of Strategy, Jigsaw Mary Roberts: Principal, Public and Community Relations, Buzz Monkeys Vicky Schokatz: Account Supervisors, Public Relations, Buzz Monkeys Heather Bolyard: Art Director, Jigsaw Gerard Heidgerken: Copywriter, Jigsaw Johnny Abbate: Director of Digital, Jigsaw CLIENT REFERENCE: Bridgid Goblinski RESULTS AWARD-WINNING STRATEGY Compelling, engaging owned media paired with highly crafted storytelling and earned media drive compounded success by feeding off each other.

We experienced this with the Uncrated campaign, which was a PRSA Silver Anvil award winner.

This integrated campaign drove an 80% increase in overall holiday attendance

MEDIA RESPONSE More than – 150 million impressions – 400 media stories – 125 TV spots #UNCRATED Organic social media posts using the #uncrated hashtag numbered 428 instagrams and 86 tweets.

RECORD-BREAKING HOLIDAY WEEKEND The museum grand re-opening was Thanksgiving weekend 2016. This integrated campaign drove an 80% increase in overall holiday attendance compared to the same time period the year prior and a 50% increase over 2014 attendance.

OVERVIEW VIDEO https://vimeo.com/221011792

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

TITLE: VISIT Milwaukee Brand Campaign SCOPE OF SERVICES: Research, strategy development, creative development, digital strategy, media planning & placement VISIT Milwaukee: The Jigsaw has been the agency of record for VISIT Milwaukee since 2012 and helped to establish their brand strategy and resulting creative look and feel. Our ongoing role includes annual media planning and placement, digital planning and placement, paid search, content development, website updates and maintenance and campaign measurement.

CONTRACTED DOLLAR AMOUNT: We cannot disclose TIMEFRAME: May-August 2013 KEY PERSONNEL: Steven Wold: Executive Creative Director, Jigsaw Steven Marsho: Director Strategy & Planning, Jigsaw Amanda Janssen-Egan: Media Director, Jigsaw Mike Luedke: Director of Strategy, Jigsaw Cory Ampe: Account Supervisor, Content Lead Heather Bolyard: Art Director, Jigsaw Gerard Heidgerken: Copywriter, Jigsaw Johnny Abbate: Director of Digital, Jigsaw Charlie Collins: Campaign Strategist and Manager CLIENT REFERENCE: Megan (Gaus) Suardini When we were awarded the VISIT Milwaukee business in late 2012, we knew there would be challenges. According to data, travel to the Midwest had been increasing, while travel to Milwaukee had not. To find out why Milwaukee’s numbers were not increasing proportionately, Jigsaw conducted primary research with target consumers in the northern Chicago suburbs, the largest market for Milwaukee leisure travelers.

From that research, we discovered that people simply didn’t know enough about the city; its attractions, restaurants and sites. It also informed how we position the

city relative other comparable Midwestern cities and sites throughout the state. The result: »» Milwaukee is an easy and fun city where you will feel more refreshed with less stress and hassle »» With a personality vibrant personality; textured and real, an easy attitude, natural beauty & entertaining.

Our strategy was to engage people in the ideas and inspiration phase of the travel planning process—primarily online. We also wanted to help prospective visitors experience Milwaukee before ever arriving here—by creating an exciting, transformative, fun, easy feeling about Milwaukee through engaging photography, evocative copy and the use of video. The media included online banners, select print and targeted radio.

Throughout the campaign, we also featured “event triggers” e.g. events, offers, experiences, attractions that not only pique interest, but due to their timely nature, provoke action.

Lastly, we improved the website experience with audiencetailored itineraries and clear calls to action.

RESULTS Results were tremendous. There was a significant growth in the awareness and perception of the city as indicated by our benchmark study. After the 2013 campaign, travelers who are familiar with Milwaukee are now more likely to believe: »» Milwaukee has a lot of fun things to do »» Milwaukee is a place I would like to visit »» Up 16% in IL from February to November »» Total tourism business sales: 2013 Milwaukee County +4.03% »» And the website metrics tell a similar story: »» Visits and unique visitors both up more than 45% from 2012 »» Direct traffic up over 230% vs. 2012 »» $0.17 cost per view on YouTube PPC »» 85% completion rate on pre-roll campaign 9

TEAM ORGANIZATION ACCOUNT SERVICE & STRATEGY

STEVE MARSHO, PARTNER, DIRECTOR OF STRATEGY

MIKE LUEDKE DIRECTOR OF STRATEGY

DAVID REFINSKI DIRECTOR OF ACCOUNT SERVICES

YO UR T EA M AT

CREATIVE & SUPPORT STAFF

JOHNNY ABBATE DIRECTOR OF DIGITAL SERVICES

ACCOUNT SERVICE & STRATEGY

HEATHER BOLYARD SENIOR ART DIRECTOR

LINDSAY NALBERT PROJECT MANAGER

MARTY DEFATTE FRONT END DEVELOPER

PUBLIC/MEDIA RELATIONS

AMANDA JANSSENEGAN MEDIA DIRECTOR

MARY ROBERTS BUZZ MONKEYS

CHARLIE COLLINS DIGITAL ANALYST CAMPAIGN STRATEGIST

VICKY SHOKATZ BUZZ MONKEYS

JOANNED DROESE PRODUCTION ARTIST

A DEDICATED TEAM would be assigned to the Milwaukee Streetcar who would get to know your business and understand the new brand from its inception. The team is represented by the organizational chart and personnel biographies. In addition to our staff, Jigsaw would work closely with Buzz Monkeys to help us strategize and execute a number of the elements described in the RFP, including media relations supporting the lead-up to the launch. Your day-to-day conduits at the agency will be David Refinski, Cory Ampe and Vicky Shokatz.

DAVID REFINSKI, Director of Account Service David began to build his extensive experience in the agency world with several notable Milwaukee based agencies including bvk-Milwaukee where he rose to the position as vice president, account supervisor. His marketing experience spans many industries-developing, managing

and implementing strategic marketing plans for both B2C and B2B businesses in health care, education, recreational products, marine and travel and destination marketing. Notable accounts include The Mark Travel Corporation, Southwest Airlines Vacations, Funjet Vacations, VAX VacationAccess, The Beaches of Fort MyersSanibel and VISIT Milwaukee. For all of these businesses, David led the strategic planning, research, positioning and campaign executions across all platforms, which led to these accounts achieving and maintaining leadership positions measured by visitors/users and tourism generated revenue growth year-over-year in a highly competitive, economically vulnerable business segment.

CORY AMPE, Account Supervisor Cory has worked in marketing and communications for more than 20 years. She began her career as

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

a magazine editor where she honed her writing and storytelling skills, which she parlayed into a career in public relations and later, digital and social media marketing. Her experience is broad.

In a previous role, Ampe served as Account Director for Potawatomi Casino and Hotel, where she helped the organization with the digital launch of its new hotel. In her role at Jigsaw, Ampe is the account lead for VISIT Milwaukee and serves on its Marketing Committee alongside leaders representing the city’s tourism and hospitality industry. Ampe is an enthusiastic proponent of unifying public relations, social media, digital, advertising and traditional marketing in a cohesive content strategy. She has been a featured speaker at a number of events, serves on the Board of Directors for Girls in Tech Milwaukee and holds a seat on the Steering and Marketing Committees for Sculpture Milwaukee.

service and deliver imaginative and well-executed creative, media and digital work, on time and on budget. Along the way we strive to make our clients’ jobs easier and ultimately help them succeed. Regardless of the client, we believe that service can be expedited through basic blocking and tackling that yields good communication and a common understanding, including:

VICKY SHOKATZ (Buzz Monkeys) Account Supervisor

All of the processes and tools can be tailored to meet your needs.

A senior level PR pro with nearly 15 years of destination marketing experience, Vicky began her career marketing the world-renowned Milwaukee Art Museum through construction of the new wing and its grand reopening. Vicky joined Buzz Monkeys in 2006 and applied her strategic arts and destination marketing experience to a number of new groups, including Harley-Davidson Museum, RESOURCES AT YOUR DISPOSAL The people we’ve assigned to the streetcar are the same as those who worked on the reopening of the Milwaukee Art Museum. That particular project is similarly complex and also had to be conceptualized and executed on a small window of time—approximately six weeks from beginning to launch—including the construction and placement of the crates.

We take a “we’ve got your covered” approach to

»» meeting agendas »» documentation of meetings with agreed-to next steps »» up-front budgets followed by job estimates »» status reports »» status meetings (in-person or on the phone) »» creative briefs and their approval »» pre-production meetings for video and broadcast media

THE DISADVANTAGED BUSINESS ENTERPRISE (DBE) PARTICIPATION Jigsaw, LLC is partnering with Buzz Monkeys, Inc., a public relations and communications firm, located at 7845 Harwood Avenue, Wauwatosa, to manage public and media relations, promotional events and portions of the service education and awareness requirements of this contract (see sections X, X and X in this proposal.) Buzz Monkeys is certified by the State of Wisconsin’s Supplier Diversity Program as a Women Owned Business Enterprise (WBE). We estimate that Buzz Monkeys will be responsible for 25% of work outlined in this RFP proposal or X dollar amount of the proposed budget.

Jigsaw, LLC has a long-standing commitment to utilizing DBE businesses as evidenced in our nearly ten year partnership with Buzz Monkeys, Inc.

11

APPROACH UNDERSTANDING OF THE MILWAUKEE STREETCAR PROJECT; Identify challenges and opportunities PUBLIC PROJECTS similar to the streetcar are typically the subject of great debate. The Hop is no exception. Public transportation, in particular, has many detractors—detractors who bemoan the lack of ridership or the utility of mass transit; detractors who believe the money should support other, more worthy projects; detractors who don’t live in the county and see the project as a boondoggle; detractors who are angry about the construction and the disruption to downtown driving.

than Portland, Indianapolis and Kansas City among others. Coupled with the commercial, residential, retail and entertainment construction boom, the streetcar is poised for success.

At the outset of this project, we will define what success looks like for The Hop. As a model, we refer to The Kansas City Streetcar Authority. As you likely know, Kansas City heavily invested in the marketing and promotion of its streetcar system.

According to its annual report, the return on the Kansas City investment was significant*: »» The number of daily average trips, 5.5k, exceeded forecasts. »» 58% sales tax boost is attributed to the project

WHAT IS A BRAND?

»» The system has operated under budget with revenue growth outpacing expenses, positioning the system for a long-term, fare-free operation

A brand is ability to create a connection with people—a connection that drives preference and simplifies choice; a connection that creates loyalty and advocacy; a connection that adds intrinsic value to any product, service or cause. Note: »» The essence of a brand is the sum total of the consumers’ experience

To achieve the level of success experienced in Kansas City, the first order of business will be to craft The Hop brand value proposition and messaging strategy, e.g., a summary of the core features and benefits from which The Hop creates value for audiences. The goal is to crystallize:

»» It’s not a logo, it’s not a slogan, it’s not advertising

“You want to tell your story and drive business results, but you need to elevate the brand to an emotional place.”

– Bill Beck, Whirlpool, Adweek’s Brand Visionary 20

»» WHAT you do The Hop is particularly challenged in that it is initially not a transit service like the streetcar systems in Portland and Seattle. The reality is that it will do nothing in the short-term to alleviate traffic congestion.

Despite controversy, there are a number of persuasive reasons for the construction of the Milwaukee streetcar project, particularly at this time. Unlike other cities that used the streetcar as a means to spur city revitalization, Milwaukee currently in the midst of a renaissance. Since 2010, the residential population of downtown Milwaukee has grown by approximately 28% to nearly 30,000. More than 100,000 people work in the city.

Together, that’s a greater downtown population

»» HOW you do it »» Perhaps most importantly, your “WHY” – your reason for existence and the heart of your brand, articulated in a way that is compelling to all constituencies This vital document would become the blueprint by which all communications is developed so that the Hop’s sponsors can shape public perception rather than have it defined by others. The value prop/ messaging strategy will also support consistency among all those to speak on The Hop’s behalf— whether its communications initiated from the spokesperson at the Department of Public Works, or the advertising that Jigsaw would create.

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

UNDERSTANDING AND APPROACH: Ad-buying program and recommended budget TO ALIGN WITH CURRENT MEDIA consumption habits and budget, the majority these paid media efforts will be through digital and social platforms.

Jigsaw recommends a three-phased approach to the paid advertising campaign supporting The Hop. In alignment with the request for proposal, the phases are as follows: Pre-Operating, Operating Service and Revenue Service. These phases, goals of each phase and tactics are outlined below.

US adults will spend nearly half of their media day consuming digital content. More than half of time spent with digital will occur via a mobile device.

— eMarketer 2017

PRE-OPERATING PHASE GOALS: EDUCATION AND AUDIENCE BUILDING Timing: Mid-March-October 2018 DURING THE PRE-OPERATING PHASE, Jigsaw recommends focusing paid efforts on educating the community about what is happening with the street car including general safety and sharing the roadways. Topics could include navigating the construction, parking, effect on bike lanes, etc. A bimonthly social media campaign will serve to reach targeted personas effectively and efficiently. Social platforms could include Facebook, Instagram, YouTube, Snapchat and Twitter. Consideration will be given to tactics such as video, stories and newsfeed ads.

“As social networks have evolved into multi-media platforms, consumers are now almost as likely to use them for keeping up with the news as they are to stay in touch with friends.”

— GlobalWebIndex 2017

OPERATING SERVICE PHASE 2018 GOALS: LAUNCH PROMOTION, CONTINUED EDUCATION AND AUDIENCE BUILDING Timing: Fall 2018 DURING THE 2018 OPERATING PHASE, Jigsaw recommends maintaining the educational component on social media while implementing a larger campaign promoting the launch. The launch campaign will extend over a two-month period.

Media channels will include digital out-of-home and online display with local websites for mass reach, as well as social media. Mass reach will focus on building awareness among community members that The Hop is ready to ride. Online display and social media ads will drive traffic to The Hop website where potential riders can check out upcoming events, route maps, itineraries and secure their free tickets. Social platforms could include Facebook, Instagram, YouTube, Snapchat and Twitter. Consideration will be given to tactics such as video, stories and newsfeed ads. These social campaigns will also focus on building audiences and followers to generate an audience base for organic reach and look-alike audience targeting.

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APPROACH 12%

T H E H OP - WORKI NG BU D GET 12 .27.17

EVERY TIME

ACTIVITY

MEDIA

PRODUCTION

TOTAL

$100,000

$100,000

2018 PUBLIC RELATIONS

$70,000

$100,000

2018 ACCOUNT SERVICE

$40,000

$100,000

2018 CONCEPT DEVELOPMENT

$15,000

$100,000

CONTENT DEVELOPMENT

$15,000

$100,000

CAMPAIGN MANAGEMENT

$10,000

$100,000

WEBSITE

55% HIGHLY ENGAGED

43%

MOST OF THE TIME

$5,000

$100,000

OTHER (IE, STREET CAR WRAPS)

$35,500

$100,000

COLLATERAL

$12,000

$100,000

CAMPAIGN REPORTING

2018 MEDIA

38%

6%

PRE-OPERATING PHASE SOCIAL MEDIA

$8,000

$4,000

$12,000

OPERATING SERVICE PHASE SOCIAL

$10,000

$4,000

$14,000 $22,000

SOMETIMES

OPERATING SERVICE PHASE OUTDOOR

$20,000

$2,000

OPERATING SERVICE PHASE ONLINE DISPLAY

$15,000

$3,500

$18,500

OPERATING PHASE CO-OP OPPORTUNITIES

$20,000

$6,000

$26,000

ALMOST NEVER

12%

$3,500

$1,500

$5,000

$76,500

$323,500

$400,000

RETARGETING

2018 TOTAL

NEVER

ADDITIONAL 2018 TACTICS A retargeting campaign will also be included during the 2018 campaign, allowing The Hop to reengage social followers and site visitors with continued street car messaging. Frequency capping will ensure potential riders are bombarded with constant street car messaging. Lastly, leveraging Jigsaw’s partnership with VISIT Milwaukee, any co-op opportunities with VISIT Milwaukee or VISIT Milwaukee’s partners will be considered for additional support.

2019 PUBLIC RELATIONS

$70,000

$70,000

2019 ACCOUNT SERVICE

$40,000

$40,000

2019 CONCEPT DEVELOPMENT

$8,000

$8,000

CONTENT DEVELOPMENT

$10,000

$10,000

CAMPAIGN MANAGEMENT

$10,000

$10,000

CAMPAIGN REPORTING

$5,000

$5,000

COLLATERAL

$10,000

$10,000

2019 MEDIA

$0

$0

$10,000

$5,000

$15,000

OPERATING SERVICE PHASE ONLINE DISPLAYS

$17,000

$5,000

$22,000

2019 CO-OP OPPORTUNITIES

$15,000

$5,000

$20,000

REVENUE SERVICE PHASE SOCIAL

$10,000

$1,500

$11,500

$8,500

$2,000

$10,500

OPERATING SERVICE PHASE SOCIAL MEDIA

REVENUE SERVICE PHASE ONLINE DISPLAY 2019 RETARGETING

2019 TOTAL GRAND TOTAL

$15,000

$3,000

$18,000

$75,500

$174,500

$250,000

$152,000

$498,000

$650,000

2018 PAID AD CAMPAIGN SAMPLE CALENDAR HOP – 2018 MED IA PL AN

the

2018 WEEK BEGINS MONDAY

FEBRUARY 29

5

12

19

MARCH 26

5

12

APRIL 19

26

2

9

MAY 16

23

30

7

4

JUNE 21

29

4

11

JULY 18

25

2

9

AUGUST 16

23

30

6

13

SEPTEMBER 20

27

3

10

17

OCTOBER 24

1

8

15

NOVEMBER 22

29

5

12

19

DECEMBER 26

3

10

17

24

COST

EDUCATION $10,000

SOCIA L M E D I A

LAUNCH

LOCAL W E BSI TE

$20,000 $8,000 $15 ,000

CO -O P OPPORTU NI TI E S

$20,000

DIGI TAL O O H SOCIA L M E D I A

$3,5 00

R ETA R G E TI N G

TOTAL COST

$76 ,5 00

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

ads. These social campaigns will also focus on building audiences and followers to generate an audience base for organic reach and look-alike audience targeting.

“Users who are retargeted are 70% more likely to convert than those who aren’t retargeted”

REVENUE SERVICE

— HubSpot

GOALS: RIDERSHIP PROMOTION, CONTINUED EDUCATION AND AUDIENCE BUILDING

OPERATING SERVICE PHASE 2019 GOALS: RIDERSHIP PROMOTION, CONTINUED EDUCATION and AUDIENCE BUILDING

Timing: Fall 2019 JIGSAW RECOMMENDS a larger push as fall 2019 nears through educational content on social media, making potential riders aware that a fee to ride The Hop will incur soon. A larger fall push utilizing social media and local websites is recommended to continue to drive traffic to The Hop website as well as build awareness of the upcoming fee change.

Timing: 2019 DURING THE 2019 OPERATING PHASE, Jigsaw recommends maintaining a presence on social media with educational content. This educational component will remain an important piece of paid efforts as new potential riders are exposed to the street car messaging. Jigsaw also recommends a spring campaign and a summer campaign using social media and local websites to promote events and ridership of The Hop. All digital ads will drive traffic to The Hop website where potential riders can check out upcoming events, route maps, itineraries and secure their free tickets. Social platforms could include Facebook, Instagram, YouTube, Snapchat and Twitter. Consideration will be given to tactics such as video, stories and newsfeed

ADDITIONAL 2019 TACTICS A ROBUST RETARGETING CAMPAIGN will also be included, allowing The Hop to reengage social followers and site visitors with continued street car messaging. Lastly, leveraging Jigsaw’s partnership with VISIT Milwaukee, any co-op opportunities with VISIT Milwaukee or VISIT Milwaukee’s partners will be considered for additional support.

2019 PAID AD CAMPAIGN SAMPLE CALENDAR the

201 9 WEEK BEGINS MONDAY

JANUARY 31

7

14

21

FEBRUARY 28

4

11

18

MARCH 25

4

11

18

APRIL 25

1

8

15

H O P – 201 9 M ED I A P L A N

MAY 22 29

6

13 20 27

JUNE 3

10

JULY 17

24

1

8

15

AUGUST 22

29

5

12

SEPTEMBER 19 26

2

9

16

OCTOBER 23 30

7

14

21

NOVEMBER 28

4

11

18

DECEMBER 25

2

9

16

23

COST

ED U C AT IO N $ 1 0,0 0 0

SOCIAL M EDIA

R I D E RSHIP P R OM OT IO N LOCA L WEBSIT E

$ 1 0,0 0 0 $ 25,50 0

CO-OP OPPORT UNIT IES

$ 20,0 0 0

SOCIAL M EDIA

RETARGETING SOCIAL M EDIA/ O NLIN E D ISPLAY

$ 1 5,0 0 0 TOTAL COST

$ 80,50 0

15

APPROACH

6.1

APPROACH TO BRAND ACTIVATION THE FIRM’S APPROACH to brand activation begins with a strategic process – driven to provide a clear definition of the WHAT, HOW and most importantly, the WHY behind the brand.

URBAN ADVENTURERS

Seek value over price. Look to actively immerse themselves in unique and authentic experiences that are shareable, garner attention, and put them in the ‘know’.

Once clearly defined, Jigsaw would then work to identify and define how to activate across all communication touch-points; in the form of a brand standards manual. Establishing standards

44% get travel inspiration from YouTube Videos This proven approach led brand activation for VISIT Milwaukee, and successfully uncovered the brand WHY, “It’s Fun and Easy Here.”

Respectful of the great strides that have already been made towards articulating the MKE Streetcar WHAT as well as the HOW, we will work collaboratively to uncover the WHY behind the brand. The WHY is what resonates with and

PERSONA 1: SOCIALISTAS For this professional Millennial and GenX audience, eating out and drinking is a social outlet to be with friends and family, thus the success of MAM After Dark and Night Market.

Despite their finite (yet growing) income, they’re willing to spend money on food, entertainment and nightlife. A $12 martini is not out of the question.

directly connects our desired audiences, which the brand activation process works to define through target audience personas. While “Fun and Easy” is already at work elevating the VISIT Milwaukee brand, the brand activation approach would look to possibly leverage this success, introducing The Hop as an integral part of the full Milwaukee experience – with consideration for brand connection/activation with the well-known beer culture of our city.

FAMILY TRAVELERS

Seek simplification in planning and have a more-themerrier mentality - traveling with multi-generations and other friends. Look for experiences that provide something to do and places to go for everyone that are emotionally rewarding and are an opportunity for quality time together.

$270 billion in leisure travel is multi-generational ensure that the brand will be activated and communicated in a consistent way; further elevating the brand WHY for resonance and connections across all brand touch points.

PERSONA 2: BUSINESS FIRST Whether entertaining clients or rewarding employees, this audience sees the “power lunch” as an opportunity to get business done.

Their expectations are high in regard to food and service. They want affordability, reliability and ease when it comes to navigating the city

PERSONA 3: FAMILIES Families are comprised of local residents and tourists alike. Families look for experiences that provide something to do and places to go for everyone that are emotionally rewarding and are an opportunity for quality time together.

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

6.2

LEAD OPENING DAY EVENT COORDINATION AND PROMOTION THE FIRM WILL LEAD the development and organization of the opening day/weeklong event of the streetcar. We will have a full event plan and timeline distributed throughout a mobilized central team. Roles on the event coordination include representation from marketing, public relations, social media activation, operations, safety, Dept. of Public Works, VISIT Milwaukee and Milwaukee Downtown.

Media advisories will be distributed the week prior to opening events, informing the media of all programs and informational opportunities. A press conference will be scheduled the day of the official opening. Press conferences will be limited to major milestones only.

Advertising will be developed and media space will be procured to drum up attention for public events.

Prior to opening day events, a series of training sessions will be hosted to engage and inform local businesses near the streetcar route. The sessions will serve as a pep rally to build excitement as well as a practical means to deliver key, high-level information about The Hop to front-of-house and manager level city ambassadors.

6.2

At opening party, Bucks Players participate in a slam-dunk

contest to see who can Hop the highest

17

APPROACH

6.3

LEAD OPENING DAY EVENT COORDINATION AND PROMOTION THE FIRM WILL LEAD the Simis. Upio alabem haet vastelius ferum patuusquem, vercescremum halissendam serorestis. Us prio, quod C. Habunte mant. Legerem nonstant con ta, morbitilic visse molum fuemoli quodici inprari strius et; hemus vis iam potabendente forum, unt, quit. Mul tum parbitra vit Cupicam ponum seni eti, qua nos, morbis.

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710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

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6.5

SERVICE EDUCATION AND AWARENESS

IN E

RL

W

AS PART OF A COMPREHENSIVE marketing plan, the key safety learnings that require public promotion will be identified. Safety messaging will have a complete content marketing strategy and corresponding editorial calendar, as a subset of the larger campaign. If the budget allows, video is recommended. No-cost PSA opportunities will be sought. Safety messages will also be promoted through organic and paid social media channels.

Safety will be incorporated into the public relations

messaging plan as well. Earned stories will be sought to AU CA KEE, W I S TREET educate the general public about how to safely coexist with The Hop. All earned and owned media will go to a designated safety landing page on the website.

An exhaustive safety FAQ will serve as key content for the designated landing page.

M IL

6.4

SERVICE EDUCATION AND AWARENESS

tcar SAFETY DE ree

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Ulparcipsam inti invel ma idipit a nobis et, qui ut 19

APPROACH

6.6

MARKETING COMMUNICATIONS PLAN FOLLOWING THE DEVELOPMENT of a full brand strategy, a marketing communications plan will be developed. Strengths, weaknesses, opportunities and threats to the project will be identified.

As part of the Marketing Communications Plan, the firm will craft custom personas bringing, key audience segments to life based on psychographic and behavioral analysis.

6.7

OUTREACH MATERIALS AND ADVERTISING DEVELOPMENT FOLLOWING COMPLETION OF the marketing plan and editorial calendar, content and collateral needs will be determined and a communications goal will be associated with each asset. The media buyer responsible for procuring paid advertising will be heavily involved in strategy and planning to assure that creative and media channels are in alignment so that the right message is delivered to the right audience for the right cost.

6.7 “If the medium doesn’t exist, we’ll create it.” Shorewood’s Ghost Train takeover to promote The Hop

Alternative channels of content and asset distribution will be determined. For example, Milwaukee Downtown Public Service Ambassadors should be stocked with route maps and safety collateral. Similarly, co-op opportunities will be pursued with VISIT Milwaukee and Milwaukee Downtown partners to seek mutually beneficial advertising and content distribution opportunities.

All content development including paid advertising, video production, writing, art direction, design, production, photo retouching, print quality management and frontend web development will be crafted by the internal Jigsaw creative team.

All creative development will be guided by the brand standards and campaign strategy, ensuring all assets and messaging ladder up to designated KPIs and desired outcomes.

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

6.8

APPROACH TO SPONSORSHIP AND ADVERTISING REVENUE ASSISTANCE THE STREETCAR PROPER and all the surrounding assets; present incredible opportunity for generating revenue through sponsorship and advertising. The Firm’s approach to ensuring the maximization of this opportunity would begin with a full assessment of all the available-viable placements that can be leveraged to drive revenue, including, but not limited to: in-car, on-car, boarding stations, route guides, brochures, system maps, ticketing machines, website. Additionally, beyond the traditional means for revenue, great opportunity exists in developing Streetcar partnership programs. An example of partnership would be to engage businesses, restaurants and bars along the route as HOP STOPS, offering gamification events – discounts for taking the Streetcar to partner establishments; presenting revenue opportunity for both the Streetcar and the partners.

Milwaukee Streetcar.

The last element to the approach would be to negotiate a cooperative partnership with Clear Channel Media – a category leader – for the sales, management, production and installation of all secured sponsorship and advertising materials.

6.8 Sample “Window Cling” as displayed in shop window.

Following the complete audit, the approach would move to an evaluation of these opportunities to determine market values. This evaluation process would include The Firm’s partner, Clear Channel Media to ensure that promotional and advertising opportunities are both strategically and competitively priced for the Milwaukee market. The next step in the approach would be to compile the information and develop a branded sales tool – media kit, with which we could professionally approach viable businesses, organizations and other partners that would benefit from the opportunity of being associated with the 21

APPROACH

6.9

STREETCAR PROMOTIONAL EVENTS THE FIRM WILL COMMENCE event planning by determining hierarchy and which milestone is best served with a public event vs. a press/media event.

By handling appropriate milestones with a press event only, we will not only use budget efficiently, we will add more potency to the major milestone public events. It is our experience that too many events dilute the message and yield diminishing returns.

For VIP and public events, Jigsaw and Buzz Monkeys lead, project manage and execute all event planning details. This is to include all promotions driving event attendance and engagement as well as real-time social media activity and post-event public relations.

The Hop must market itself as a key Milwaukee partner and should have a presence at all events heavily attended by our desired personas. The events do not need to be in close proximity to the initial route. The Hop should have a “booth” or other presence as a sponsor or supporter at events such as the Newaukee Night Market, Parks Department Beer Gardens, Mitten Fest, Lakefront Festival for the Arts, Downtown Employee Appreciation Week, Downtown Dining Week, VISIT Milwaukee Annual Meeting, Children’s Fest Day at Summerfest, Sculpture Milwaukee events, etc.

6.9 The Hop would benefit from supporting unique, authentic Milwaukee experiences such as Mondo Lucha and the Brew City Bruisers.

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

6.10 THIRD PARTY COORDINATION

THE FIRM IS THE CURRENT AGENCY of record of VISIT Milwaukee a close friend and ally of Milwaukee Downtown/BID 21. A representative from Jigsaw holds a seat on the VISIT Milwaukee Marketing Committee, and quarterly stakeholder meeting composed of marketing leaders from key attractions and hospitality venues across the city.

Additionally, the Firm is currently responsible for VISIT Milwaukee website maintenance and integration with it’s partnership database, demonstrating the deep experience and ties to the broader partnership side of Milwaukee’s DMO. The Firm worked in close partnership with Milwaukee Downtown/ BID 21 to advertise and promote Sculpture Milwaukee. The collaborative project required support from hundreds of volunteers and supporters. A representative from the Firm lead the Sculpture Milwaukee marketing committee and was a member of the larger steering committee.

These pre-existing relationships accelerate the discovery phase and ultimate execution of the launch of The Hop and its continued promotion.

Leveraging relationships with BID 21 and VISIT Milwaukee stakeholders and partners, we will bring The Hop and its critical milestones to Milwaukee with a strong network of support and evangelists.

The Firm also has provided services to Ascension (Wheaton Franciscan Healthcare System) to build and maintain their monthly enewsletter program. We provided initial strategy, design and development for a dynamic enewsletter, that sends content based on the users selected criteria. For this initiative, we used SilverPop(IBM) as the third-party vendor and worked with them to assist with implementation.

6.11 THIRD PARTY COORDINATION

THE FIRM PROVIDED technical and creative services to Manpower Group for multiple campaigns using Hubspot as a Customer Relationship Management(CRM) tool set. For each campaign we created a multi-tier workflow based on users actions, in turn received another correspondence with additional actions for the user.

We also used this CRM Database to provide user management and organization of entries into logical categories.

6.10 - 6.11 Sample e-newsletter sent to The Hop constituent bases 23

APPROACH

6.12

STREETCAR PROMOTIONAL EVENTS

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TRANSPORTATION MILWAUKEE

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FIND YOUR FLIGHT

TOP INFOR HOP S M AL

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CAR SERVICES

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6.13 - 1

«« ION« AT

WE HAVE WORKED with many 3rd party development vendors who only needed assistance on the user flow and creative. We have a staff that is very technical and can communicate with a development team. Whether the app is built by the 3rd party vendor or a stand-alone we can help with strategy, design and development. Also, the promotion of the app itself.

6.13 - 2

«««OFFIC

6.13 MOBILE APPLICATION

W I S T REET

CA

MCTS BUS SCHEDULE

MILWAUKEE STREETCAR

TRANSPORTATION MILWAUKEE FIND YOUR FLIGHT

VIEW SCHEDULE TRAIN SERVICES

CAR SERVICES

MCTS BUS SCHEDULE

MILWAUKEE STREETCAR

TRAIN SERVICES

SCENARIO 2 – THE HOP MOBILE APPLICATION (Preferred)

SCENARIO 1 – APPLICATION BUILT BY CITY In this scenario, it would be a great benefit to tie into the already existing transit system for easy transition of riders from one system to the next. But because you are part of a system application, specific needs that might be needed for The Hop might not be cost effective for the rest of the system. Thus, only allowing you to be alone for the ride.

A stand-alone application for The Hop would be the most beneficial. The stand-alone application would allow you more flexibility with how the application looks and functions. It also allows for another revenue stream with paid ad placement within the application. The ticketing can also be done through your clearing house, and not through a potential 3rd party(MTS) allowing for a real-time view of ticket revenue. The one hardship of having your own app is downloads. But with promotion of the application through many avenues, this hurdle could be easily overcome.

25

SCHEDULE PROJECT TIMELINE THE FIRM WILL COMMENCE eGula vehente renaterfir auciortimus, Ti. Udachum.

Cuperesis vatquon stridee senatam. Ipsenihil vignondacit, qua resceribus cononverit, urem, ut vervit pari, nihiliqui inte, sper quampotictus nuntrae reorum. Cienatum enat ficonfit ad me con vit? Nam. M. Tuspicis; nesid rem propon ari is crem. Egilium esid sendum praes! Unum facips, sci fachilibus re que noviritilic JANUARY

FE B RUARY

SAFETY DAYS B,S,F

FIRST VEHICLE DELIVERY PRESS RELEASE

STAKEHOLDER TRAINING LUNCHEON

MEET HORACE, THE FIRST HOP CAR B,S,F

THE HOP GIVES BACK B,F

MITTEN FEST SPONSORSHIP S

MAR C H

APRIL

SAFETY DAYS - TESTING B,S,F

CREAM CITY CYCLE CLUB, BIKE FEDERATION OF WISCONSIN FORUM D

THE HOP STATUS, OP ED BUSINESS JOURNAL B

GALLERY NIGHT & DAY EVENT S

ST. PATRICK’S DAY PARADE THE HOP FLOAT S, F

THE MORNING BLEND APPEARANCE B,S,F

M AY

J UNE

TWITTER THE HOP Q&A WITH MAYOR BARRET

PHASE 1 CONSTRUCTION COMPLETE PRESS RELEASE B,S,F

MILWAUKEE STREETCAR HISTORY POP-UP EXHIBIT B,S,F

NEWAUKEE NIGHT MARKET BOOTH B,S

THE HOP CELEBRATES SCULPTURE MILWAUKEE RIBBON CUTTING B,S,F

JAZZ IN THE PARK SPONSORSHIP

J U LY

AUG UST

NEWAUKEE NIGHT MARKET BOOTH B,S

DOWNTOWN EMPLOYEE APPRECIATION WEEK HAPPY HOUR B

SUMMERFEST CHILDREN’S FEST SPONSORSHIP F

NEWAUKEE NIGHT MARKET BOOTH B,S

SUMMERFEST GIVEAWAY S

THE HOP Q&A WITH MAYOR BARRETT

S E P T E MB E R

O CTO B E R

DOORS OPEN MKE S,V

LAKEFRONT LINE SYSTEM TESTING - BEHIND THE SCENES FACEBOOK LIVE

PRESENTATION AT VISIT MILWAUKEE MARKETING COMMITTEE B

MILWAUKEE JOURNAL SENTINEL OP ED B

MAKER FAIRE MILWAUKEE BOOTH S,F

MKE FILM FESTIVAL SPONSORSHIP S

N OV E MB E R

DE CE MB E R

PROFESSIONAL GROUPS NETWORKING EVENT B

LAKEFRONT LINE STARTUP PRESS CONFERENCE B,S,F

COUTURE BEHIND THE SCENES TOUR VIDEO B,S

FACEBOOK LIVE LAKEFRONT LINE TOUR B,S,F

HOLIDAY LIGHTS FESTIVAL SPONSOR B,S,F

GREAT EXPECTATIONS VIDEO B,S,F

710 North Plankinton Avenue | Milwaukee, WI 53203 | 414.271.0200

COST PROPOSAL PROJECTED BUDGET THE FIRM WILL COMMENCE eGula vehente renaterfir auciortimus, Ti. Udachum. Cuperesis vatquon stridee senatam. Ipsenihil vignondacit, qua resceribus cononverit, urem, ut vervit pari, nihiliqui inte, sper quampotictus nuntrae reorum. Cienatum enat ficonfit ad me con vit? Nam. M. Tuspicis; nesid rem propon ari is crem. Egilium esid sendum praes! Unum facips, sci fachilibus re que noviritilic

T HE HOP - WO R K I N G B U D G ET 12.27.17 ACTIVITY

MEDIA

PRODUCTION

TOTAL

$100,000

$100,000

2018 PUBLIC RELATIONS

$70,000

$100,000

2018 ACCOUNT SERVICE

$40,000

$100,000

2018 CONCEPT DEVELOPMENT

$15,000

$100,000

CONTENT DEVELOPMENT

$15,000

$100,000

CAMPAIGN MANAGEMENT

$10,000

$100,000

CAMPAIGN REPORTING

$5,000

$100,000

$35,500

$100,000

$12,000

$100,000

WEBSITE

OTHER (IE, STREET CAR WRAPS) COLLATERAL

2018 MEDIA PRE-OPERATING PHASE SOCIAL MEDIA

$8,000

$4,000

$12,000

OPERATING SERVICE PHASE SOCIAL

$10,000

$4,000

$14,000 $22,000

OPERATING SERVICE PHASE OUTDOOR

$20,000

$2,000

OPERATING SERVICE PHASE ONLINE DISPLAY

$15,000

$3,500

$18,500

OPERATING PHASE CO-OP OPPORTUNITIES

$20,000

$6,000

$26,000

RETARGETING

2018 TOTAL

$3,500

$1,500

$5,000

$76,500

$323,500

$400,000

2019 PUBLIC RELATIONS

$70,000

$70,000

2019 ACCOUNT SERVICE

$40,000

$40,000

2019 CONCEPT DEVELOPMENT

$8,000

$8,000

CONTENT DEVELOPMENT

$10,000

$10,000

CAMPAIGN MANAGEMENT

$10,000

$10,000

CAMPAIGN REPORTING

$5,000

$5,000

$10,000

$10,000

COLLATERAL

2019 MEDIA OPERATING SERVICE PHASE SOCIAL MEDIA

$10,000

$0

$0

$5,000

$15,000

OPERATING SERVICE PHASE ONLINE DISPLAYS

$17,000

$5,000

$22,000

2019 CO-OP OPPORTUNITIES

$15,000

$5,000

$20,000

REVENUE SERVICE PHASE SOCIAL

$10,000

$1,500

$11,500

REVENUE SERVICE PHASE ONLINE DISPLAY

$8,500

$2,000

$10,500

2019 RETARGETING

$15,000

$3,000

$18,000

$75,500

$174,500

$250,000

$152,000

$498,000

$650,000

2019 TOTAL GRAND TOTAL

27

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