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VII (B) Selection of Public Relations Firm for Water Conservation Program
.144-±1§-4-) Agenda 3-02-99 Item VII B "CENTER OF GOOD LIVING-PRIDE OF WEST ORANGE" MAYOR•COMMISSIONER S.SCOTT VANDERGRIFT Ocoee COMMISSIONERS o CITY OF OCOEE DANNY HOWELL �' 0 SCOTT ANDERSON 1. •` . a 150 N.LAKESHORE DRIVE SCOTT A.GLASS 0 OCOEE,FLORIDA 34761-2258 NANCY J.PARKER �K.s.„.. v (407)656-2322 }:• CITY MANAGER ,PN> ELLIS ELLIS SHAPIRO OF G 00V Staff Report Date: February 16, 1999 To: The Honorable Mayor and City Commissioners From: Janet G. Shira, Community Relations/Projects Director33 Subject: Selection of Public Relations Firm For Water Conservation Program Issue Should the Mayor and City Commissioners hire one of the recommended firms to develop and implement a ,ublic relations _campaign for the purpose of encouraging Ocoee residents to conserve water? Background Last November, a committee was formed which included Commissioner Nancy Parker, Finance Supervisor Donald Carter, City Clerk Jean Grafton, Utility Billing Customer Service Supervisor Cathy Sills and I. Our purpose was to solicit interest from public relations firms for the above subject program, to look at what each firm had to offer, and ultimately to recommend a firm to the City Commission to carry out the water conservation campaign. Discussion The Committee members individually read and ranked each of the five proposals we received (copies of which are attached to this report) based on a list of criteria that was requested in the advertisement for the Letters of Interest. This criteria included: (1) a brief description of their recommended campaign, (2) a general background on their firm, (3) a list of similar campaigns they had developed, (4) the professional qualifications of their principals and staff, (5) details on specialized skills or resources their firm has, (6) a current client list, and (7) their firm's policies on charging for its services. The individual rankings were then tallied and the committee decided to narrow the field to four. Those four firms selected for the next step (interviews)were (in order of preference): (1) Bitner.corn (2) Carlman Booker Reis (3) Pecora& Guitar (4) Patterson/Bach at 0 Page 2 -Water Conservation Campaign Selection Committee Subsequent to scheduling the interviews, Pecora & Guitar opted to take themselves out of the running due to commitments to other new clients. The Committee's objective for the interviews was twofold: (1) to meet the people who would actually be working on the campaign, and (2) to discuss with those individuals some concerns the Committee had on how each firm would approach the issue of water conservation. The Committee asked them to be prepared to address four different concerns: 1. How they would propose to convince people they are being "wasteful" without making them angry or defensive. 2. How they would propose to educate people about water conservation without making them feel like they are being"talked down to". 3. How they would propose to make conservation measures look attractive or worth trying. 4. How they would propose to provide ongoing education so that people do not fall out of the new habits they have formed (with regards to water conservation) and so that the 400-500 new homeowners per year in Ocoee are also informed about water conservation measures. Although we asked for information on how they charged for their services in the initial request for information, we did not spend any further time discussing fees since it was the Committee's opinion that the fee structure (up front costs and retainer fees)was similar across the three firms. The committee was very impressed with the ideas brought to these interviews and the obvious time and effort that was spent by the firms not only to develop these ideas, but to familiarize themselves with Ocoee and to show the depth of their knowledge on the subject of water conservation. It is also important to note that the Committee ranked the top two firms extremely close after both the initial proposal and then the interviews. The final decision was based on many factors including the firms' knowledge of the issue of water conservation and what has really worked in reducing water consumption, their experience with similar campaigns, their familiarity with Ocoee, and their enthusiasm towards working on such a campaign. The Committee has asked all three firms to make a brief presentation (5 minutes) to the City Commission on March 2, and answer any questions the Commission may have before making the final decision. Recommendation The Committee has ranked the three firms in the following order: (1) Carlman Booker Reis (2) Bitner.com (3) Patterson/Bach Along with choosing a firm, we would also recommend that the City Commission allocate $125,000 from the water revenues to a specific public relations account to cover anticipated costs through the 1998-99 fiscal year. cc: Ellis Shapiro,City Manager Donald Carter,Finance Supervisor Jean Grafton,City Clerk Joyce Meridith,Buyer Cathy Sills,Utility Billing Customer Service Supervisor y ' t, r -- - - i *,::' L r .. , • (D - _ _ � L I . . - .: e ..,,.,.. .,-_-:,-: ' , icoi 0 — - - --: ').- - , - - . , e, _ 1:. _:.:_ _,_-_,,-, - ,. .,,,...-:;,. r - ffi4 . - ■ 1111" 0 . .,. ,. _ ,..,,,.:,_., , . , , :17';':a--1',,,;7-..!ti'7,..g..., ' a 00.01:' 0. - . gl w Cti ' - ': - :';'''-- . ...' -. ' a � r gTot } ' g -Pc,, '''-','4,-. "'''''''*,t'f ,.-.,:f4t.--, ' , ag) . 1 '. . ' ,,- _ :. "',- ' - ' , : .: , - ',--.-.4",. ,'•,. - CO , . 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Li= n) co I (1) U c� -C O O • co U (1) c ti-- 4= >I E D 0 as — ° (1) .-P ° a -C -9 i a) C6 0 Q p � r� L 2 u) Q I CD -5 .c a) u) z -co_1_, E co : Ci) 2 2 s`A. a) ca .— -.° >, -2 = o < as _c -- -0 Tfi c I Cii) —0 — CO O L U CO L O O E E " O a) u) -- — l (1) "irn "c5 -cm ca) -0 2 L5 81 _ E C '.,_•,a O -6 >, z .E _I • • • • I L t I t a .. .E : 4 01 I • ONO I 1 rijr:4 CC I M o 1 I J I i.H.:. . i,I.,;.4.31,,,.., LL E •H!. :: ••:. , .• . . g.-, ell1011 . . •y_°) / rt pz CARLMAN • BOOKER ■ REIS PUBLIC RELATIONS January 8, 1999 City of Ocoee 150 North Lakeshore Drive Ocoee, FL 34761-2258 It is with great confidence and enthusiasm that Carlman Booker Reis (CBR) submits this Letter of Interest for the development and implementation of a public relations campaign to encourage Ocoee residents to conserve water. Why? CBR is uniquely qualified to lead the development of this public relations campaign for the City of Ocoee. For several years, our firm has promoted water conservation initiatives in communities statewide for Florida Water Services, the state's largest privately-owned water utility. In short: We know water utilities. We believe in water conservation. And we have learned how to motivate water utility customers. (Before submitting this Letter of Interest, we received confirmation from Florida Water Services that no conflict of interest exists concerning this project.) Our utility experience also includes working with Florida Power Corporation, the Alachua County Public Works Department, and with the developer of a south Florida retirement community dealing with resident concerns about utility pass-through charges. Our experience with water-related issues includes educating Polk County residents and county commissioners that a chemical treatment plant was not contaminating their water supply. Our preliminary research of your issue revealed that the implementation of an inverted rate structure in 1998 was unsuccessful in reducing residents' water consumption. It has been our experience that a well-planned and sustained public relations campaign that combines education and incentive messages can achieve a community-wide reduction in water consumption by changing the behavior of residents and businesses alike. We are eager to develop such a program for the City of Ocoee. With sincere interest, fL) Carolyn Reis, APR Vice President/Partner 1495 NORTH MAITLAND AVENUE • MAITLAND, FL 32751 -3316 • (407) 834-7777 FAx:(407) 834-7746 cbrpr@aol.com I PREX rtl r.11 BRIEF DESCRIPTION OF CBR'S RECOMMENDED PUBLIC RELATIONS CAMPAIGN BACKGROUND AND INTRODUCTION Florida is home to the nation's largest underground fresh water reserves, with the Florida Aquifer providing nearly 90 percent of the state's drinking water. However, our growing population coupled with damaged wetlands, reduced spring flows and increasing salt water intrusion, are placing a heavy demand on this dominant water supply. The St. John's River Water Management District is in the process of developing a plan cooperatively with local and regional governments to resolve the district's water supply issues before they become major problems. Achieving a community-wide reduction in water consumption will involve changing the behavior of residents and businesses alike. Residents need to learn about and adopt a wide variety of indoor and outdoor conservation measures, from repairing leaking faucets and retrofitting fixtures with aerators and flow restrictors to Xeriscape landscaping. Businesses need to realize the win-win benefits of such measures as irrigating with reclaimed waste water and the installation of water saving plumbing fixtures. CBR will evaluate public attitudes on water consumption and conservation, then plan and execute a sustained communications program to create public understanding and acceptance of water conservation with the goal of producing a measurable reduction in consumption by residents and businesses in the City of Ocoee. RESEARCH Our preliminary research has revealed the following: The City of Ocoee's water utility is under the province of the St. John's River Water Management District which was the first in Florida to adopt rules requiring the wise and efficient use of water on a year-round basis. D The city's implementation on an inverted rate structure in 1998 was unsuccessful in reducing water consumption by Ocoee residents. 2 Water conservation programs which are proving successful include the city's involvement in using reclaimed water from its waste water treatment plant (WWTP) for citrus irrigation. The city has two distinct constituent audiences: 1. Residents who can be further segmented into the middle to low income residents in "old" Ocoee, and residents in the newer, more affluent communities, such as those along Clark Road. 2. Businesses Additional research will be conducted to determine the demographics and psychographics of your constituent audiences, their current water use assumptions and perceptions, and how best to reach and influence them, and ultimately change their behavior. PLANNING AND STRATEGY Regardless of our research findings, it is safe to say that this communications campaign will require a combination of education and incentives to change the community's behavior toward water conservation. CBR will plan a communications campaign targeted at reducing water consumption in the City of Ocoee by demonstrating the environmental and financial benefits of participation. Audiences will be researched. Messages will be developed. IMPLEMENTATION CBR's communications campaign will focus on frequent repetition of core messages using a variety of strategies and tools, including the following: 1. A campaign logo and theme 2. Campaign support material, including letterhead, information brochure, a Power Point or slide presentation and print ads 3. Media relations, including an information-packed media kit, individual media briefings and tours of the water utility facilities, news releases, feature story negotiations and public service announcements 4. A campaign kick-off event 3 5. A newsletter or comprehensive bill insert 6. A curriculum education kit for grades K-12 7. Presentations to home owners associations; Rotary; Kiwanis; garden club, church and senior groups; and the West Orange Chamber of Commerce 8. Water conservation workshops for the community featuring county extension office representatives, horticulturists, etc 9. Promotional items imprinted with the campaign logo. Possibilities include cling stickers for the bathroom mirror and/or kitchen window reminding residents of appropriate water conservation tips, an information wheel with a cut-out window that turns to reveal various water conservation tips, or a water drop that measures rainfall. 10. Hosting a program for local Boy Scout troops to earn their water conservation badge 11. Contests or event drawings to receive free water conservation kits 12. Web site information 13. An annual report to the community on the success of the campaign 14. Neighborhood Education Campaign: A street-by-street education initiative to showcase the conservation program and literally bring the message "home". The Florida Water Wise Council has designated April as Water Conservation Month. In its inaugural year, CBR will work with the council to include Ocoee in its month-long program of activities and use this designated occasion to further increase awareness of the city's water conservation initiatives. EVALUATION CBR will work with the City of Ocoee in the planning phase of this communications campaign to establish measurable goals for the reduction in water usage by its constituent audiences within a defined period of time (minimum one year). 4 . i rA GENERAL BACKGROUND ABOUT CBR For nearly fifteen years, Carlman Booker Reis Public Relations (CBR) has worked hard to earn outstanding results for its clients. So hard, in fact, that 96 percent of the firm's new clients come from referrals. The firm was founded in 1985 by Lori C. Booker, APR. A year later Carolyn W. Reis, APR, joined the firm and was made partner in 1992. Together, the nationally accredited counselors have built CBR on a foundation of integrity, influence, respect, teamwork and, most importantly, measurable results. The firm's growth is a result of its consistent successes in the following public relations arenas: Media Relations - Community Relations Corporate Relations Crisis and Issues Management The CBR client roster often reflects some of the region's most prestigious organizations and corporations, including (alphabetically): Administaff; Baker& Hostetler; BellSouth Mobility; Florida Power Corporation; Florida Water Services; Hard Rock Live; Haskell Company; Kaiser Aluminum and Chemical Corporation; Kennedy Space Center Visitors Complex; LYNX; Memorial Health Systems; The Orlando Magic; PepsiCo; University of Phoenix; United HealthCare of Florida; and Winn-Dixie Stores. Not only does CBR represent clients to the media, but the agency has also represented members of the news media to their target markets, including the region's top radio station and local television station. And, for three consecutive years, the Central Florida Press Club has awarded CBR its top public relations award. CBR is fortunate to attract some of the industry's top professionals as staff and senior consultants, including former journalists, corporate P.R. department heads, and a former spokesperson for the U.S. Government. And, to ensure that client goals are consistently met, a senior-level consultant is actively involved in every account on a daily basis. CBR is a full partner in IPREX, one of the world's largest consortium of independently- owned public relations firms. Internationally respected, the IPREX network of 50 firms provides CBR clients with access to some of the top public relations minds in the world. MINORITY INFORMATION: For your records,Carlman Booker, Inc.is certified as a Woman-Owned Business Enterprise by the City of Orlando. 5 . i rA M CBR'S EXPERIENCE RELATED TO THIS PROJECT The City of Ocoee needs a public relations firm that can research, conduct and evaluate a communications campaign to achieve public awareness and affect a desired change in behavior by its constituent audience. This is what CBR does for its clients every day. Below are the case summaries of two relevant clients: FLORIDA WATER SERVICES Apopka, Florida Florida Water Services is the state's largest privately-owned utility, providing water and waste water treatment services to customers in 25 Florida counties and more than 120 communities. Since 1997, CBR has provided Florida Water with statewide public relations support, including: Facilitating the company's name change from Southern States Utilities in 1998 and creating positive name awareness. Creating public awareness and affecting a desired outcome for a controversial rate change debate before the Public Service Commission that could have resulted in devastating surcharges for some of Florida Water's most financially-burdened customers. Developing and implementing communications program for communities where Florida Water has acquired local or regional utilities. Providing public relations support for Florida Water's conservation, education and scholarship efforts statewide. West Oaks Mall Grand Opening GENERAL GROWTH PROPERTIES Ocoee, Florida Ocoee Mayor Scott Vandergrift on a bulldozer, news helicopters in the air, 300 guests under a tent filled with gourmet delights. This was not your standard ground-breaking -- thanks to CBR. General Growth Properties charged CBR with a single goal: generate publicity in Central Florida for its new Ocoee mall. The challenge was developing creative press materials to entice mall-bored reporters during a weekend when most reporters were heading to Disney to participate in the kick-off of the 25th anniversary celebration of Walt Disney World! CBR is nothing if not a determined bunch of publicists! By the time the West Oaks Mall opened, CBR had generated more than two million print impressions in the local press. 6 rAFZQ' ' PROFESSIONAL QUALIFICATIONS OF CBR'S PRINCIPALS AND STAFF Following are the biographies of CBR's founder/CEO and the professional staff that would work with the City of Ocoee on its water conservation communications campaign. Lori C. Booker, APR CEO/FOUNDER Corporations turn to Agency Founder Lori Booker for strategic direction, particularly in times of significant marketing challenges or crises. A respected media strategist and problem-solver, she has earned a far-reaching reputation for media relations, community relations and coalition building. She is currently guiding an image refinement for one of the nation's largest grocery chains, developing a communication company's high-risk entry into six competitive markets and strategizing a corporation's east coast expansion. The media have long considered Booker a credible resource and strong advocate for objective journalism. Regarding issues of controversy, she has served as the official media spokesperson for the area's largest utility following a youth's fatal accident, a local television station embroiled in a sensitive neighborhood zoning issue, and an aircraft maintenance company which was accused of contributing to the death of more than 100 passengers. Booker is also respected by her peers. Most recently, Ms. Booker was elected Vice President of IPREX, an international consortium of public relations firms. The Florida Public Relations Association (FPRA) elected her chapter president, and she served on its board for a decade. She holds national accreditation from the Public Relations Society of America (PRSA) and is a member of its prestigious Counselors Academy. Her work has won nearly every award available in the public relations and marketing arenas, including national awards from the International Association of Business Communicators (IABC), PRSA and FPRA. Acknowledging these many awards, Booker points with pride to the team she has assembled and the clients with whom she feels privileged to work. A former professional broadcaster, Booker is an adjunct professor in public relations at Rollins College, her alma mater. She has completed an intensive program at Harvard Law School focused on negotiation strategies and media relations and an advanced course in public relations management at Columbia University in New York. Honored as Orlando's "Downtown Woman of the Year" in communications, Booker has received many local awards for her community involvement. 7 Carolyn Reis, APR VICE PRESIDENT/PARTNER A nationally-accredited counselor, Carolyn Reis, APR, is a partner with Carlman Booker Reis Public Relations, one of Florida's top ranked public relations firms. Currently, her counsel includes coordinating statewide communications activities for Florida's largest privately-owned water utility, directing the international marketing campaign for a medical device reprocesser who leads this emerging industry in both the U.S. and Europe, and marketing the health care practice of a national law firm. Reis has received numerous statewide awards for her public relations programs developed on behalf of CBR clients, including external communications and crisis communications programs for a Volusia County hospital system, a four-color new business proposal for one of Florida's largest power companies, and political press relations for a national law firm. She is an active member of the community. Her service has included mentor for Rollins College's Crummer Graduate School of Business, member of a statewide Florida Hospital Association task force on hospitals's handling of adverse incidents, the executive committee of the Coalition for the Homeless' board of directors, and member of the Suburban Mobility Initiative II steering committee. A graduate of the University of Florida School of Journalism, Reis is nationally accredited by the Public Relations Society of America, a designation held by less than five percent of public relations professionals nationwide. 8 rA Kari Conley ACCOUNT EXECUTIVE When corporations look to improve their written communications, Kari Conley gives them something to talk about. Conley has specialized in annual report and newsletter development, and the implementation of employee incentive programs. As a communications specialist in Washington, D.C. for the Salvation Army National Headquarters, Conley was responsible for developing its National Advisory Board newsletter and annual report as well as comprehensive public relations and media kits for Salvation Army units nationwide. During her work at the Southern Progress Corporation, publisher of Southern Living magazine, she developed an internal publication for approximately 1,000 employees. She is also a master at choreographing large special events. For the Salvation Army, Conley planned and promoted a National Advisory Board Conference for more than 1,500 delegates. At CBR, Conley continues to implement strategic public relations efforts through target marketing such as focus groups and event coordination, ranging from grand openings and corporate sponsorships to anniversary picnics. In addition, Conley provides expertise in internal and external communications programs. She has produced corporate brochures, employee newsletters, media kits and client surveys. In 1997, Conley was awarded the Florida Society of Healthcare and Public Relations Management Mark of Excellence award for a local hospital's newsletter. Conley is actively involved in the local Florida Public Relations Association as a board member. She received her Bachelor of Arts in speech communication and public relations at Samford University and a Master of Arts in organizational communication at Baylor University. 9 . wr....._ , rA prz . Shelley Caracciolo ASSISTANT ACCOUNT EXECUTIVE CBR clients benefit from Shelley Caracciolo's wide range of public relations training which ranges from indpeth Internet research to computer graphic design. She also organizes special events and provides media relations support through the development of customized media lists and the development of news releases. Working with the Alachua County Public Works department, Caracciolo developed and presented waste alternative curriculum kits for use in grades K-12, designed graphics support materials including slide presentations and a newspaper insert, and assisted on other various public relations campaigns. She also worked as a public relations intern at Bozell Public Relations in New York where her support activities included research, media relations and special event planning for such companies as Amtrak, Hilton Head Island and Ingersoll-Rand. A 1998 graduate of the University of Florida with a bachelor of science degree in public relations, Caracciolo was selected by the college to participate in the nationally prestigious Bateman Competition. She also was actively involved in the Public Relations Student Society of America. 10 i re. F PI kJ' CBR CLIENT LIST Administaff Baker & Hostetler BellSouth Mobility Florida Water Services Hard Rock Live The Haskell Company Hill, Reis, Adams, Hall & Schieffelin, P.A. Memorial Health Systems Miller, Sellen, Conner & Walsh PepsiCo RDV Sportsplex Family Practice Seminole Community Mental Health Center Tech-Source United Healthcare of Florida University of Phoenix Vanguard Medical Concepts Winn-Dixie Stores, Inc. Current as of January 8, 1999. 11 rt CBR'S FEE STRUCTURE Like most professional services, public relations consultants charge by the hour. We make every attempt, based on our 15 years of experience, to estimate as closely as possible the costs related to any project that we supervise. OPTIONS For the City of Ocoee Water Conservation Project, we offer several options based on the communications campaign as outlined on pages 3-4. The one-time costs to develop items #1 and #2 (campaign logo, letterhead and informational brochure) will average $8,000 to $10,000 excluding printing costs. D The cost to research, develop, implement and evaluate the campaign, including the remainder of items #2 through #13, would require a monthly fee of$7,000/month. This would allow for up to 70 hours of counsel from CBR each month at an average billing rate of $100/hr. Implementing item#14, the Neighborhood Education Campaign to literally"bring the message home" would require an additional budget of $2,500 to $3,000/month. CBR would recruit and train a small but enthusiastic army of water conservation advocates to bring the message to Ocoee residents in small group setting such as mobile home parks, apartment complexes, neighborhood watch programs, etc. This provides every tax-paying resident with the opportunity to hear the message one- on-one and ask as many questions as they'd like. We appreciate the opportunity to present these options to you which combined will ensure that your water conservation message is communicated, repeated consistently and results in reduced water consumption for the City of Ocoee. 12 , dee the knot wIth longtime pkltrf•nd A4 IZ1. r' .-. +"CsY "r MONDAY,September 23,1990 ..� F. d IIS ,.v • y,[��y'•• 't S.� ,,. . II A ' . ' sdr •*iti*iel Th e MIRO 111 Mall shopping hits wside . ....5 ',P itZtiV,V ,•, , —'""lilligIIIIIIIIII 1 ._ 100,11r ` o . ' a` _.0' N. illkilk ' tip i i' k j t 4` ��1 % ➢�rA v' 1 4'{, 1 i44 y t �... * - ,, E t. et .•• 4., .•s T: may_.Finishing ^.• 1J tI* i•+'".+r.y _ �.a,....,:'�Ml ys.' y�� _orkers rush . West Oaks , l seen as oasisrh, .. • . , in retail desert: 2.r ` .„ • By Brad Kuhn . �i ',�1!K`, t, • ` , stoppers of west Orange Conn--; 1 i ty,the retail drought is over. -►- ' •t f Forty years after Colonial Plaza • j' 'I - ... .._ - introdiAced suburban retail to Or- I i 111111 411 •M I n�!i r r r'i�,t,• `,i West Oaks Mall will bring u...: "ti,l5i -:•utt!+„it • -" milk' to the west side. -- ' ^•• r. Gaylen; Dillard's, Sears and • •►a':-1,..,•• "ti,,._ JCP y will Open Saturday for *Sra., a foupday trial run. The other . ..T, r ;; i,"•• - t •••, stores Will follow Oct.2,when the ••• mall concourse opens.A 14•screenatinesAl AMC Theatre is scheduled to open y area and 'A�y s• �.l s;,t„. r next year. :#r3�r te.f r• n0rritI•+4 tr' x :A•41,, M �..a-30,0-1, '� !.; Unlike neighborhoo5 i!�irAt civil pd)e,in �' `_ t 3ar�t . "' pa' centers,which.are as cornrobpt�s vials ore , 1 i� a ,17..'� + j "" + concrete, a mall is like an award witdfau,Aid tb4li *if +.,'i; E-' ' 1 -bestowed by the development faith. 1 ".- :"..'":66111t'' ' -thltn $200 million in Mall's likely Central Florida malls Mall offerings toentice bevy The area's largest malls have grown up along d Interstate 4, primarily in ■ Department stores: Dil- downiovm Orlando and to the north, east ansouth. West Oaks' arrival lard's, Gayfers. JCPenney, of superstores shows that development is pushing to the west and farther from the core city. Sears ■ Women's apparel: August —'_� O Max man,Body Sho ,Casu al Comer,WoExpress,Farideeh,5.7- MALL from A-1 7 7-- .. 9, Petite Sophisticate, Victoria's ., 'Ye .FiY r • Secret tain is the arrival of some combi- _4 ■ Men's apparel: J. Riggings, nation of superstores, including 441 JW, Metropolitan Menswear, Just For Feet; Sports Authority; ,`c`- •SEMINOLE '" Mitchell's Formal Wear, Strut- Spirts Unlimited; Barnes & No- \ // lure ble, Borders; Books-A-Million; APOPR`A� �� CO. 0' ■ General/specialty apparel: Ilest Buy; Circuit City; Bed. Bath ,�_ -4L \ X436 © American Eagle Outfitters, Earth & Beyond; HomePlace; and Lin- ' Outfitters, Eddie Bauer, Gap. ms'N Things. e'r.:.. ,, - i- Good Vibrations Surf Shop,Fin- And,of course,there's the shop- ,';i`s. ; West Oaks Mall se ish Line, Journeys, Old Navy, fling Up to now, Ocoee's biggest ;1',A t.r © Pacific Sunwear, Reggae Wear, retailer was Wal-Mart. • .^J s.eeesse- �, T-Shirt Joe's,Wilson's Leather West Oaks brings variety but OCOEE / i� • Children's apparel: Gap / also raises the quality of shopping ,Y Kids,Gymboree '„to a new level. 0 ■ Jewelry: Bailey, Banks & - Gayfers. for example, has in- lip ORLANDO Biddle, Freidman's Jewelers, vested $1 million in a 68-station Gordon's Jewelers. Kay Jewel- beauty salon featuring mud ars, Milan Jewelers, Zales Jew- baths, pedicures and herbal fa- WINDERMERE elers cials. The store also will feature )O _ ■ Accessories: Claire's Bou- a French bistro, by Vie de Bee Line Expwy tique. Gold Touch, Icing, Pierc- F'rance. ORANGE ing Pagoda Gayfers officials, mindful of the • -e ■ Gifts/home furnishings: prevailing belief that Ocoee is a CO. t,4/ /AIMCarlton Cards. Dynasty Collect- working-class community, con- liribles,Hallmark,Kirklands,Kitch suited extensively with potential t) 4 en Magnetism, Lechters, Love customers in the affluent ------------ / - Shop,Things Remembered Isleworth, Windermere and Bay ■ Shoes: Bakers Shoes, Easy Hill neighborhoods. 0 -Seminole Towne Center Spirit, FootAction USA, Foot- The retailer has been putting West Oaks Mall locker, Jarman. Lady Footlock- out the word to anyone who will 0 -Altamonte Mall - er, 9& Co., Nine West, Payless listen that the Ocoee store will beefShoe Source, Rack Room the chain's flagship. -Winter Park Moll JCPenney Shoes And mall owner General Growth 0 -Orlando Fashion Square ■ Food court/restaurants: Properties has research showing GayfersBain's Deli, Cajun and Grill, that more than half of the resi- 0 -Colonial Plaza Chick•fil-A,McDonald's Express, dents in its market area are white- Florida Mall r Nature's Table, Ninfa's Mexican collar workers. 0 • Express, Panda Express, Ro The mall hopes to draw shop- Theater - arman Delight Pizza, Ruby Tues- pers from an area incorporating Ses day, Sarku Japan, South Philly most of southeast Lake County - 1 Steak&Fries 8 and stretching east and south to Dillard's— III Specialty foods: Auntie Interstate 4. That includes every- Anne's Soft Pretzels. Bernie's thing from the north shore of o Coffee & Tea. Cinnabon, Dairy Lake Apopka to Sand Lake Road. te Oueen/Orange Julius, Great West Oaks Mall also will feature American Chocolate Chip Cook- several stores new to the Orlando ie Co., Haagen Dazs, Sweet market. Most notable is Eddie THE OPL6NOO SENTINEL Factory Bauer. The national sportswear storybook play area and tenants ■ Services: Car-lene Re- chain is using the extra publicity White Rd. like Cyberplay,a kid-friendly soft- search, Lenscrafters, Master- that comes with a mall opening to ware store. Cuts, 90s Nails, Regis Hairsty- announce its market entry,which Q ORANGE The 14-screen theatre, to open lists,Sight City,Trade Secret will include stores at most of the COUNTY in the spring, will be the only in- ■ Muslc/entertainmenUelec- other major malls. -ti mall movie venue in the Orlando tronics: Aladdin's Castle. Bob- At 1.1 million square feet,West West Oaks I area. by Allison Cellular, Brass Ring Oaks is identical in size to Semi- Mall "West Oaks Mall is the single Carousel,Cyberplay.Disc Jock- nole Towne Center. But there are oI most important economic develop- ey. Electronics Boutique, Let's significant differences. e • . ment to date in the history of Talk Cellular, Radio Shack,Reel Seminole Towne Center opened 1 Ocoee and will represent a tre- Collection. Ritz Camera. Road with a bang, assaulting the air- u • mendous asset to the residents of Runner Beepers waves for more than a month with our community and to all of west ■ Specialty: AtiStar Signa- teaser advertisements and an ani- Orange [County]." said City Man- tures. A Shop Called Mango. mated TV campaign. Developer Yl est ager Ellis Shapiro. Bath & Body Works. Bentley's Simon Property Group marked CD Eat Even retailers who complain Luggage, Calido Chile Trader, the opening with a major charity that Orlando already has too many Christmas Corner.Dans Un Jar- event complete with five bands. Old Winter Garden Rd stores say that thinking doesn't din, Day By Day. Dollar Tree. costumed performers, confetti apply to the west side. Franklin Quest, Garden Botan- cannons and a nationally knownBF"'"aEwnEG�+omE �SENnNE� "We are extremely enthusias- ike. GNC. Health Rider, KayBee country singer. tic about that mall." said Steve Toys. Legends. Nectar, Smoke West Oaks has scheduled a qui- cal tenants like the Disney Store Shamrock, an Orlando native & Snuff, Spencer Gets. Sun- et media preview Thursday and a and Warner Bros.Studio Store. who owns the Cyberplay store glasses of Aspen,Sunglass Hut, low-key VIP party Oct. 1. 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' ..4.4% ....i.,.. 7.1.•,. .s . 4 , •••,, :! .. %, NW t• m L=. . a New mall will bring fame and fortune to quiet Ocoee By Don Fernandez Both Brandon and Ocoee have had popula- located off major highways: Interstates 75 tion explosions in recent years, which led to and 4 and Tampa's Crosstown Expressway. cc THE SENTINEL STAFF their selection as mall sites. Brandon had a West Oaks Mall will be near Florida's Turn- population of 65,762 in'1980 and now has pike, the East-West Expressway and State OCOEE—The presence of a shopping cen- 115,463 residents. Ocoee claimed about 7,000 Road 50,also known as West Colonial Drive. ter can lure visitors and increase an area's residents in 1980 and now counts 18,600. The thoroughfares make the location con- prominence,as West Oaks Mall is likely to do Although Ocoee's population is still small- venient for residents and commuters who for Ocoee. er,West Oaks Mall will also service the corn- normally pass by the area. To see how quickly a mall can change an munities of Winter Garden,Windermere and Rob Nordin,executive director of the West area,Ocoee residents can look to the commu- Oakland, as well as unincorporated parts of Orange Chamber of Commerce, feels the nity of Brandon near Florida's west coast as a west Orange County. West Oaks Mall will help further define west prime example. Daigle credits the Brandon Towne Center Orange County and help the chamber entice Brandon is a suburb just outside Tampa. It with making his area a destination, rather other businesses. has a rural flavor similar to that of Ocoee.On than just a community to pass through on. Nordin has viewed firsthand the positive Feb. I5, Brandon Towne Center, a 125-store travels along Interstate 75. effects of a mall on a semi-rural community. mall,opened. "It's going to be a catalyst for the growth of During his previous stint as the chamber di- The response was huge. More than 100,000 Brandon," Daigle said. "The number of peo- rector in Sand Springs, Okla., he witnessed people visited the mall each day in the first ple visiting the center each day has far ex- south Tulsa boom after a mall opened there. week of operation.Daily visitors now average ceeded expectations and has created an "Woodland Hills Mall came in on the south about 35,000. Brandon leaders say many of awareness of Brandon and what Brandon has side of Tulsa and became the focal point of the visitors probably would have had no rea- to offer." growth,"Nordin said. son to visit Brandon before the mall's arrival. More noteworthy for economic growth are Jim Daigle,executive vice president for the the 2,000 jobs that were created in Brandon West Oaks should accomplish the same Brandon Chamber of Commerce, said the with the Towne Center's opening. Maria Ar- thing. mall has already boosted the reputation of gyropoulos, marketing manager for Homart "Not only will there be more limelight,but the area and is encouraging interest by busi- Development Co., which is building Ocoee's we'll have an expanded tax base, more jobs," nesses looking to relocate. mall, estimates 2,000 new jobs will also be Nordin said."It could be the most significant "I've had several inquiries since the mall created in west Orange once West Oaks development for business in the area.We call opened, and many people have told me how opens. it a trickle effect,but it's more than a trickle. great the mall is,"Daigle said. Like West Oaks, Brandon Town Center is It's a stream." • 1 • New mall in In . 10 :At*I= ,. 3.-Hma' ; <�•ff• • '0 s. '. 1• .. .'.!:"7 : . •'y• •;i ;icy' • - 7.'. i t.' r r r Dail fa'M f fIOB/DA 1 f . �. : 1.' • .{ `r '' ! r. ww - � %Wl//OII�Ie�(C �. ';s a :' :."• ....�y .. f_ � ter. 4111 u y,„yaml. • <�s 1� 5, .a. set,• `K....`i... _. • 'r.' JpM RAOUX/LNE OAUM00 SENTNEL i.i 1.1p �1 ► ll11 • mii r' ,► '' ' A politico and a possible future ° c .. politico do their parts in a ;,t.:$'`^'w;,f "�” it • ceremony to mark the official .. start of construction of the West tq' 4--,-;-: •., � Oaks Mall in Ocoee on 1100:-Nr • t Wednesday.Ocoee Mayor S. .,. ;e�. •.;... "i ,' Scott Vandergnft(top)arrives to t the groundbreaking in a +• r /1 '''a z?'",: bulldozer.Nearby,Warren K ' Berens,2.moves a little dirt of 'to_ � his own.The 980,000-square- C-7.) Ic a) foot 1st phase of the mall is • ti`- r• scheduled for completion in the _ 't % tall of 1996.Anchor tenants _ r�. ��4 �'j �i • include Dillard's,Gayfers. .1 JCPenney and Sears.The mall ,.° also will include a multiscreen e movie theater and 125 smaller .-..- '� '- stores Central Florida Business July 22-28, 1996 RETAIL WEST OAKS MALL HAS BIG PLANS FOR KIDS By Brad Kuhn OF THE SENTINEL STAFF West Oaks Mall manager Kay Behrens may have undersold the center when she said it would feature few Central Flor- ida firsts. The 1 million-square-foot complex, scheduled to open Oct. 2, is shaping up to be the kid-friendliest mall in the market Family rooms — unisex restrooms to accommodate nursing moth- ers and their children—are just the beginning. Other amenities include: ❑ A carousel and possible mural with a cartoon theme in the food court. ❑ Plans for a soft-play area, similar to Discovery Zone, in one of the mall's central courtyards.Possible themes are an enchanted forest or secret garden. Several youth-oriented stores also have signed leases: ❑ Cyberplay,the Mount Dora-based software retailer known for its interactive,children-oriented focus. ❑ Aladdin's Castle,a national chain of video arcades. ❑ Tekno Comix,a comic-book collectibles store. ❑ A 14-screen AMC movie theater. The mall also has some Central Florida retail firsts. Eddie Bauer Inc.announced last week it would open a sportswear store.And Dans Un Jardin, a Canadian bath and beauty products retailer with two stores in South Florida,has signed a lease. New from companies based in and around Central Florida are Gold Touch, a jewelry chain based in Sebring; Tru Image Sports, a Lake Wales retailer that specializes in licensed sports apparel;and Dynasty, an Orlando-based upscale collectibles shop. On Orlando's western frontier IPtii0...•• 0_ _�`1iii 1mi v•_i..` .0 +I1 . .FJ; 4 • ......0"litillill 1.'1•x. .0 ' .. �' 111 1,•— _ ,..r. s=ue: • rYismins t y,. 17.:•::is'-i, . *aid . . 1 ..: .. .Z. ,.. %`'fir :Zs ter �. lark �l C: •. ; West Oaks scheduled to open Oct. 2 into the new Seminole Towne scheduled to open Oct. 2, Sears, MALL from B-1 Center last year because it didn't JC Penney, Gayfers and Dillard's . want to compete with its Alta- will open a few days early. The mall is hoping to lure Tal- monte Springs location. The mall is located at Clarke bots and Bertolini's, an upscale "This is really the first opportu- Road and State Road 50, at the restaurant that's a favorite with pity for us to show Orlando what western end of State Road 408, the high rollers at Caesar's World Gayfers is all about,"she said. formerly the East-West Express- in Las Vegas. Although West Oaks Mall is way. What do those retailers see that local experts miss? Nothing, it turns out. The locals just think the retailers are wrong. After all, it's not their money on the line. When retailers looked at site plans for West Oaks, they looked about 6 miles to the south: toward Bay Hill, Isleworth and Winder- mere, where home prices top $1 million. They're betting, along with mall owner General Growth Properties Inc., that affluent shop- pers will travel north to West Oaks. Florida Mall, an equal distance to the east, has more high-end stores: Saks Fifth Avenue will open in No- vember, and mall owners are talk- ing to high-end stores such as Georgio Armani, Polo Ralph Lauren, Crate & Barrel and Pottery Barn. But getting there involves fight- ing tourist and industrial traffic on Sand Lake Road. Frankly, shoppers won't find much new at West Oaks' other de- partment-store anchors: JC Penney, Sears and Dillard's. Those stores signed on because West Oaks will be the only mall west of Interstate 4, the only one serving Orlando's west- ern frontier. Gayfers is reaching a little more than the rest because this is the first store the chain has built in the market from the ground up, said Dara Trujillo, regional events coordinator. Gayfers, based in Alabama, en- tered the area in 1992 when it ac- quired rival Maison Blanche. Its existing Orlando-area stores — at Florida Mall, Altamonte Mall and Orlando Fashion Square —are all more than a decade old. Trujillo said the chain didn't go Thursday, September 19, 1996 The West Orange Times hb '> 1'! • r is ,: ? r,,g¢-s# .. °�; 'z''-°"', • 4141. e I% OP a' ;� '+y� f j, .. I £ 3E ' SCC 'Aor 4 3p t .$e • ➢ ^AYue4,4 �� v ' g: r > Wit;"::,;.:-, ay'^., F . - '`rgr .." :'f l e �4-I,# ; ga '`' �'�".s�+ ,s. SF ;4, Y ( 2 �� Y 1. , "_ fwa6w a $b , 4 1 j . -j.5 �, a c ,$ ;,,, a 'iI fi` • 1> .r . er: .e ., `` , r t, ° :x`5`3•x * r¢:, a, Et^"i' . -,4a 1,1 � 3 r 'Y ' .d " , ; '` + J� as ve ,5fi � . , ,...* ....:,.. . . „if,,,, „,,, .,..„,.. „,,,...,...,,„,„ „ . ,...„, ,..,, , ,.,„„ ,,,,,,,.., ..., ,,,,,,,,,,,,,,,„,„,. , :„..,,,,,,,., ., , ,. , 4r '",-,,,,„,,,, , r y W s �x z ;s Yid 3a t� � n ow!,5. „.,i`411k-, ' ,.,,Avi,,,,,,,t3N ,. , ,i, ;, ,,... ;',:sf,4":0.,:c741:/tir,-:: te.:::4.. .,:::liti'4.--:if:le:::,...,,,1' ,. ,,';'...: • -... _, .ice: ,i• r.R. Carousel animals arrive at mall site This colorful lion is waiting around to be installed as part of the 28-foot-tall carousel being assembled :his week in the soon-to-be-completed West Oaks Mall in Ocoee. The carousel will be the focal point of the mall's food court. Besides the lion, carousel animals will include horses, a bunny, deer and an ancient mythical dragon. Each animal's mold is hand-carved, requiring 100 hours or more to create. The carousel top will be a combination of beautiful alternating colored ribbons and thousands of lights. The mall's opening day is Oct. 2. . .. -aig 5 - GL, v • c .. " 2 gai' ui 0 • 5 —� P. N w . E-:— .. N 16 �,� w 0 M 5 _ .,-opo 0 • C a �Is g, I 0.-c.a ,Y • ',;1' co 72, co "Q '19, -- j tx- "6 c T V .- 8 cJ 0 8 5 p o 5. pi � 5 C13I` a ��' a4u3 u 8a. to .,% C x c� IQv ua ° C7-o`o S -0 UI) a) (4 ,,, t.o•E 3 5. c'" .15' a a) go a, _ m c.,> . . „ a,cc > `° ro ti v2 .0 ao o C C 6 0.. C-u 3 N 2;_ � 8.0,8 A.. III llC y u y o 'o a) .. E. 2$ v-,, .. y 0) -°--. 4 1-2n.:_C - 30. O3 - q.• .y CCS co..n -(1) o v, a ,.. E-„ . . 2 njin w 5 -CC �, an g c9 a°a° 4, >, >„ <„, � C u C yNst a° K VuEU --• 3vo °2 ° ac' ' 3 asTigan - III EMI CEi q c, ... E v cC C C) u a° N ilt 3 � � o a`, Qo U V1 cc, a, y ctS � � LI) U ua, (0›; 0 C cn N a° n > O ca�pS o E. O ccII CL �C 120 v G) ilink U) G Q u Ccn W cip m Z o � = E L.-1 3 ~a� vOo? U • ,? re- •--, - eilfrit 11.4i V: .•••• •• •GEODE SITDEJn4 ONlaOO SENTINEL Growing homes,not oranges.The Silver Bend subdivision is I of many under construction in and around Ocoee. Planners expect population to grow 80 percent in 25 years OCOEE from B-1 West Oaks Mall Last week,Orlando residents Fer- The concourse opens end and David Booth took their Wednesday. The 1.1-million- first bike ride down the trail. square-foot mall has four de- "It's peaceful, quiet and country pa are-to stores: four —a good place to get away frier the Gayfers. JCPenney and Sears. traffic,"Ferend Booth said. It includes clothing,jewelry,fur- Some wonder whether the area's niture,music,specialty,gift and charms may be swamped by a food stores.A 14-screen movie growth wave that is about to be- theater is scheduled to open in come a tsunami. the spring. Dillard's, JCPenney Within the next quarter-century, and Sears are already open. planners predict the combined pop- ulation of Ocoee. Winter Garden, Oakland and environs will balloon became a city commissioner. by 80 percent,climbing from 56,982 "Demographically,you have a lot residents in 1990 to 102,502 rest- of young, youngish, educated pcci- dents in 2020. plc with children,who are con- By contrast,the entire county is cemed about their quality of life." expected to grow by 50 percent dur- said the 30-something Glass ing that span. Ultimately, this blooming of the It was simply a matter of time be- west side is rooted in the death of fore retailers decided the region had large-scale citrus. Killer freezes in obtained critical mass for a mall, the early 1980s cut grove coverage said Jim Grant of General Growth from 50,000 acres to today's 10,000 Properties Inc.,developer of the 1.1- acres. million-square-foot West Oaks Mall. That eventually opened vast "We're real bullish on what we're tracts of well-drained, developable seeing on the west side." said land once officials eased restrictive Grant, the company's senior dime- land-use laws.The mall sits atop a for for mall development in the freeze-ravaged grove. Southeast In the face of growth, steps are Why such optimism' being taken to preserve area hen- Aside from the population explo- tag,. slim,the arca is attracting young ur- Winter Garden leaders hope put- hvt professionals—yuppies,1990s- ling their downtown and old neigh- style. berhoods on the National Register General Growth's research shows of Historic Places will boost ongoing the residents have: revitalization efforts.The idea is to ■Mostly white-collar jobs. spur renovation of the old sites that •Annual household incomes of draw bicyclists,skaters and walkers 530.000 or more oft'the West Orange Trail. ■ High school diplomas (eight Olin has restored the withers. out of 10),and a quarter of the cosi- Maguire house,home of some of its dents have graduated from college. founders. -We just think there's nothing So far,west Orange has struck a but a rosy future for the west side." good balance between old and new. Grant said."What you see is a lot of said Sam Van Arsdel.director of the new,young families." Orange County Historical Museum. Families such as Scott and Kathie Because the newcomers arc at- Glass. traded to the old time feel, they The couple moved into a new care about preservation.Van Ars- subdivision in Ocoee in 1992, del said.Their efforts and the trail searching for an affordable house.a are putting the best face on west gird school.fess-crowded roads and Orange's past, even as the re- a slightly rural flavor glen's face is remade by growth. -I figured out early on that west "Its not tired anymore,she said. Orange was a well-kept secret.-said "It doesn't took sad. It looks hope- Scott Glass,an attorney who in 1994 ful,and you can see the potential." 1' The Orlando Sentinel, Fricay. October 4, 1996 Run-of-the-mill mall has "It's just paper and a little flower opening that'srand pot,"a candid greeter told one shopper. g By"paper"she meant coupons,a map of the mall and a rolled-up West Iwent to the grand opening of the Oaks Mall poster suitable for framing if West Oaks Mall on Wednesday you have empty wall space in the because I,not Bob Dole,am the utility room.By"a little flower pot"she most optimistic man in America. meant a little flower pot. But no flower. I went hoping to be knocked out, She forgot to mention the New Year's blown away,dazzled by mall designers Eve-style noisemaker.Just what the who had gone jammed mall needed on opening day— whre no mall /•:`.\ �' '`i'1'• designers had more overall it was a great y,a '" IT gone before.And quintessential day,for Ocoee aand for I don't mean America.A few more scenes and 't�.; ` k' Ocoee—though ..- .:-Z. y '1 g impressions: 'it'%..:` West Oaks is a ■ A woman in a black leather hat T:-,> / millstone,I mean and with a skull tattoo on her shoulder IT ,, milestone,for the getting a free make-over at the previously mall- Clinique counter at Dillard's. GREG DAWSON deprived ■ One nerdy guy to another: "It's residents of that not a place to bring a kid—you could SENTINEL COLUMNIST boomingenclave get run over." west of Orlando. ■ I discovered a new job description: Anyway,I am back from the frontier, Credit Hostess—one who stands and this is my nutshell report on the ' outside a store signing up people for. newest mall in America: more credit debt. You got your skylights.You got your ■ A shopper in a Clinton-Gore T- pastel and neon.You got your shirt strolled past an official greeter. J.C.Penney on one end,your Dillard's "Clinton-Gore—two more terms!"said on the other and your Gaps in between. the greeter,smiling at the shopper. You got your food court.You got your When she was out of earshot he potted palms.You got your husbands muttered,"The second one in jail." waiting on hard benches. ■ What is it about malls that makes I think I've been here before. It was people hot for pretzels? I've been to called Seminole Towne Center mall. two mall openings recently,and the So the most optimistic man in only lines I saw were at Auntie Anne's America was disappointed once again. pretzels. Yogi Berra must have been thinking of ■ A sign announcing the kickoff of mall design when he said,"It's deja vu the West Oaks Walkers Club,8:30 a.m. all over again." Monday in the food court.A mall rep But I liked West Oaks anyway.Why? said there will be happy-hour walkers, Because as an American I have a corporate noon walkers and store weakness for shiny new objects,and discounts for frequent mall walkers. because I came home with 2-for-1 ■ A grand opening is the only time coupons at Water Mania, Splendid you'll find seven middle-age white China,Gatorland and Arabian Nights. guys in dark business suits standing in Not to mention a gift certificate for a tight circle in the concourse.We're two free game tokens at Cyberstation talking mall execs here. I mean,you and a FREE TOPPING with any ice could tell they weren't there for the cream or yogurt purchase on my next FREE TOPPING at Haagen-Dazs. visit to Haagen-Dazs. ■ The best single feature of the West Not just anyone got these coupons, Oaks Mall is the kids'playground you know.You had to reach out and featuring lots of neat slides and padded take one from the greeter standing seating for adults.Prediction: It won't outside the store. be long before the area is taken over by I could have come home with my Waiting Husbands from the hard choice of an umbrella,a notebook set or benches—sitting where no Waiting a pen set—my"free gift"for filling out Husband has sat before. a credit-card application at Penney's. I could have,but it would have been Greg Dawson welcomes your wrong. I already have a Penney's comments. Telephone:(407)420-5499. E- charge—unlike,I'm sure,all those mail.OSOdawson@aol.com other folks scoring free umbrellas and Plea;e include your name and phone pen sets. number in messages. Everyone attending the grand opening received a small brown paper bag with handles and the West Oaks Mall logo. B t ) 4A j ` y tC O N cu E N C rtf C CM o LL coc o cis � '' o E e � .. N aJ 0 ,% S T W ',F) C '^ ,r C M U C y . v o E °' E ° O E `° o ' a L 3 0 • v > o a 0 a :� .a _a ^c c 3 tb .}..� v o v o 0 -7 c }fi t,, C qp L v .C.. L� 7 C 4:-...! L.T. , _. O \v\ p� :(a3:7, 8- 3 � =cc' O _cu_ `1 E E '' S t3 i a • v ,—....iiE, u ao' .c voi 3 v o Q °n O d, .5 { Li:..,'-''.' ' °,, ‘"4,„,,:k., , • , '1 ; ': ', „., :::4". 411.12111.11"11.1.11 ': ''147?, .: ‘ , \ ii7...' '' ; • • / , : , \ '114';' ''''.... ' , yF � _ `w . d--. > k- w,. y •--- ,.. What Public Relations Counselors Do Public relations counselors provide communications advice and services to help clients create, build and protect their good names. To achieve the understanding and support fundamental to helping clients meet their goals, public relations counselors work in a variety of ways. For example, they may be involved in marketing communications, employee information, investor relations, media relations, training programs, or public policy matters — each of which can have a direct impact on how clients are perceived and whether they are therefore able to meet their objectives. Public relations counselors typically provide these types of services: • Analyzing issues and policies affecting stakeholders. • Identifying vulnerabilities that may threaten a good name. • Managing crisis communications. • Recommending ways to build positive reputations. • Working with. clients to implement communications strategies and tactics to take advantage of opportunities or solve problems. • Developing training programs to facilitate the flow of information. • Evaluating communications programs and suggesting ways to improve future effectiveness. The best time to consult with a public relations counselor is before a major business decision is made. This can lead to extremely useful insights and prevent public relations problems from arising when such counsel is not considered in advance. THECounselors ACADEMY Public Relations Society of America The Official description of public relations counseling adapted by The Counselors Academy at their annual meeting on May 6, 1997. Emeraence of o a u • cRlati Networks by Art Stevens AS AMERICAN corpora- COUNCIL OF PR NETWORKS tions accelerate the Statistical information about transnational nature of The latest sign of maturity in the individual networks global commerce,they history of the development of PR simultaneously increase their need of networks was indicated last year 1. Public Relations Organization creating uniform public relations and when The Council of Public Relations International(PROI) marketing policies and programs on a Networks,a first-ever association of Established:1970 worldwide scale. The fast-growing international public relations net- usage of the World Wide Web and works,was formed to market the ad- Number of agencies:32 E-Commerce serve as constant re- vantages and benefits of such Number of nations: minders of this fact. Overseas-based organizations. Four of the world's 22(North America,Europe, corporations,expanding their mar- largest PR networks—Pinnacle Latin America) kets to America and other parts of the Worldwide,The WORLDCOM world,have similar needs. Group,Public Relations Organization 2. Pinnacle Worldwide On a smaller geographic scale,in International(PROI)and IPREX were Established:1976 all parts of the continental United listed as the charter members. Number of agencies:63 States,small,medium-sized and large As a long-time promoter of net- corporations are asking their local works and as a former president of Nations covered: public relations agency of record to Pinnacle,I had the privilege of repre- 33(North America,Asia, help them deliver their communica- senting that particular network in Middle East) tions messages to different parts of the the lengthy negotiations which led to nation. To meet such growing busi- the formation of the new association. 3. IPREX ness needs,individual public relations The official statement announcing Established 1983 firms are increasingly using the net- the council's establishment said,"It is Number of agencies:70 work approach to share information, clear that international public relations Nations covered: expertise and resources with each networks are thriving,are growing 27(North America,Europe) other to ensure that the client's mes- enormously and are competing for sage is communicated seamlessly to all multicity and multinational public re- his important audiences. lations business more effectively" 4. WORLDCOM Group In similar fashion,international At the time of the council's Established:1986 and domestic nonprofit organizations announcement,the four charter Number of agencies:92 of various types have also discovered networks had combined worldwide Nations covered: that using PR networks can be highly revenues of$350,141,466,with 36(North America,Europe, effective in communicating important 3,493 employees and 239 public Asia) noncommercial messages. relations firms. T H E S T R A T E G I S T LOCAL BENEFITS firmly established in their respective Dallas consultant and current community or country and speak the chairman of WORLDCOM,the by- Twenty years ago,when a large local language and are part of the local laws of that organization include a American multinational corporation culture. Local media relationships are fixed turnaround time when a mem- had a new product or new service they strong and such network members ber agency receives a request for infor- wanted to simultaneously announce enjoy ongoing relationships with local mation and the threat of removal from and promote in a number of different business and community leaders. the network if a member agency does U.S.and/or overseas markets,the not attend the required amount of marketing or the public relations vice NETWORK ENDORSEMENT network meetings each year. For van- president would almost automatically ous infractions of the network's regu- call in one of the nation's largest global The best form of endorsement is lations,two members had been asked PR firms. At that time,conventional usage. to resign from the network during the thinking was that the client had to use My own network,Pinnacle,han- past two years,he said. a big agency with multiple American died a major new drug launch in 15 Following the trends of general and overseas offices. countries for a division of American business,during the past two Since then,however,many cor- Home Products and worked world- decades,public relations professionals porations have learned that"big"does wide for The Good Will Games. have spent an increasing amount of not necessarily mean"best"when a The WORLDCOM Group recent- time and effort sharpening their skills business organization has public rela- ly worked for Samsung Telecom in specialized public relations tions needs in many parts of America America to promote their cellular areas such as investor relations,crisis and/or the world. business in different American mar- PR,healthcare PR and communica- "The top people in local agencies kets and helped Fridays Worldwide tions programs for high-tech compa- around the world are entrepreneurs. (the parent of TGI Fridays)open nies,for example. The networks,in This brings a different spirit to the restaurants in Paris and Berlin. choosing members for specific assign- client relationship. Last year,members of IPREX ments,have followed the same route. "In addition to being excellent launched the digital service of AT&T During the same general time public relations practitioners,they in four markets in the Southeast. frame in which PR networks have have a strong awareness of the bottom Several years ago the PROI net- evolved,other areas of professional line and the related costs of the work work helped McDonald's expand into practice such as law,accounting, to the client,"said Jeff Julen,president several new European markets. engineering and architecture,for ex- of Denver,Colorado-based PR firm Other clients opting for the net- ample,have developed similar global MGA Communications and North work approach—as opposed to using alliances to better serve clients with American vice president of the PROI the different offices of one large global diversified global needs. As network. agency—include Abercrombie& communications among these differ- Neva Rountree,CEO of the Fitch,Holland American Lines and ent groups of professionals increases, Atlanta public relations firm Rountree the Singer Company each group will obviously benefit by Group Communications Manage- the information-sharing process. ment and president of the IPREX net- GLOBAL STANDARDS The future of global professional work,cited the stability of the top At the beginning of the network alliances in general and the PR net- executives who ran local network PR works in particular will undoubtedly firms whether in America or overseas. concept,some clients questioned the be a growing and dynamic business Unlike the top executives who man- ability of a network to produce uni- influence in the 21st century.* age the different offices of a multina- form standards of professional tional PR agency,the network ex- . excellence in each office of a network ecutives will be much more likely to operation.Because of such concerns, Art Stevens is president and from the start of the first of the four chief executive officer o[ remain in the same geographic locale r LobsenzStevens and a past rather than waitingfor the next ro major networks in 1970,the organiz- president of Pinnacle h Worldwide.A prolific author ers were determined to create strict i motion to a larger office of a giant __ and lecturer.Mr.Stevens wrote global agency she noted. membership standards and other reg The Persuasion Explosion for ulations designed to give high-level Acropolis Books and is a past The network professionals in recipient of the"Distinguished charge of these particular offices are professional service. Service Award"for his exemplary service in the public According to Brian Cummings,a relations field. T H E S T R A T E G I S T A PUBLICATION OF INFOCOM GROUP FOR BULLDOGREPORTER, LIFESTYLE MEDIA-RELATIONS REPORTER AND ISSUES & POLICY SUBSCRIBERS MEDIARELAT1INSIDER IN-DEPTH REPORTS ON SUCCESSFUL PR TECHNIQUES VOLUME 3, NUMBER 3,SUMMER 1996 Agency Fees: How Much Should You Pay? What Can You Expect For Your PR Dollar? How Can You Control Costs? Picture yourself in one of the following Drucker, media trainer and freelance writer, who scenarios: 1) After years of assisting the also worked at such agencies as Edelman and company's marketing vp, you've finally been Burson-Marsteller. So many variables can affect promoted to the new post of public relations costs, from geographic region (NYC, West Coast manager; 2) Even though most of your experience and Chicago agencies are generally most to date is in advertising, your best account has just expensive), to level of specialization in certain recruited you client-side to head up the company's industries, to the type of activity or scope of the marcom department; 3) Although you've always project. For example, a big-time crisis handled most public relations in-house, your communications counselor called in at the last company is about to launch a new product line or a minute could command up to $1,000/hour, while fresh corporate identity campaign for which you an account executive brainstorming a campaign need a major publicity blitz. might bill out at a rate of$125 per hour. In each of these cases, you most likely will be So what's a PR professional to do, besides responsible for selecting and supervising the soliciting competitive bids and consulting other services of a public relations agency, perhaps for friends in the biz? Your best bet is to concentrate the first time. One key component of that task will more on controlling costs and maximizing agency be evaluating agency fees in the context of the value from whichever shop you select, say most of overall budget. How much should you expect to the experts we consulted. Even agency executives pay? What can you expect for these fees? What is would do well to heed the following tips, since the industry standard cost for PR services of this retaining clients in this age of shrinking budgets type? requires providing more service for fewer precious Good luck trying to find out. Unlike salaries — PR bucks. Here's the advice MM got from the for which industry studies are routinely done and experts we polled: real numbers are easily accessible— PR agency Nail down the "hard questions"about billing, fees and hourly rates are not monitored or hourly rates and allocation of responsibilities right recorded in any tangible form by any objective at the start of the client-agency relationship. body. Even the PRSA's research department has no current data on hand. In fact, according to Steve Minneapolis pro David Hakensen, a vp at Padilla Speer Beardsley, says this is often the Erickson, executive director for the PRSA's most difficult, yet most crucial first step. "After Counselors Academy, there hasn't been any kind of meaningful, comprehensive survey of PR signing a new account, it's like getting engaged— there's this euphoria, everyone's feeling warm and agency rates or fees since 1984. Even if average figures were available, the fuzzy and no one ever wants to spoil the mood by talking hard numbers," he explains. "But this is the numbers might not be very useful anyway. "There best time for a hard discussion about costs and is no such thing as generic PR," asserts Joel MEDIA RELATIONS INSIDER Why Talking Dollars Sometimes Doesn't Make Sense Bottom line: what are the real dollar figures On the other hand, focusing on hourly rates may involved in working with a PR firm?Obviously, not be as helpful as concentrating on total project fees are based on individual hourly rates and costs. As indy pro-turned freelancer Joel Drucker estimates of the amount of time required to points out, "When you get into a taxi,do you ask, complete specific projects. Rates also vary widely `What's your rate?' Or do you ask, 'How much by degree of expertise, geographic location and will it cost to get to the airport?'" type of activity contracted. Approximate figures, Even here, though, estimates for the same type based on PRSA statistics (from attendees at a of job can vary widely. For example, for a single recent conference from LA and Chicago) and an product launch publicity blitz, one (SF-based) pro informal MRI poll, might be the following: said she'd expect to pay $10-$20,000. Another pro •Jr. A/Es, A/Es—$75-80/hour from Minneapolis estimated$25,000-$30,000 for a ■Sr. A/Es, A/S —$100-125/hour launch, sans any major parties or special events. And a corporate pro from a PC gamemaker said •VPs—$200-250/hour he would invest$80,000—but would expect •Agency owners—$250-300 "good hits in at least 20 to 25 of our target media" In general, expect fees to be about 20-30 percent for that amount. In addition, nearly all agencies higher in NYC. Also expensive: West Coast/ charge clients for out-of-pocket expenses, travel Silicon Valley agencies and other highly expenses and travel time. A.G. specialized or hi-tech shops. when the client needs to figure out what the dimensions and unanticipated obstacles always agency can really do better than they can do raise costs. And the closer to deadline you are, the themselves. For example, is it more cost effective more you're likely to pay. to write press releases for small, local events in- Responsibility for drawing up and sticking to a house? Is it better for the agency to assemble the realistic budget lies largely in agency hands (see media list?" sidebar, opposite page),but both parties need to LConsider handling most mundane PR tasks (e.g., reach agreement on the following: scope of the minor press releases,local event publicity) in-house project; actions to be taken and outputs measured. —reserving agency time for areas of spedalized "Most important," notes George Jurkowich, vp of expertise.Cathy Hargett, manager of corporate communications at TRW Information Systems, media for Dell Computers, reports that her "is determining if what you are working on is a department uses its agency (Fleishman-Hillard) task, a program or a full-blown campaign." mainly for projects such as surveys. "It costs lessCreate benchmarks for measuring effectiveness. and we get better results for them to create, 4 Good planning requires building in mid- implement and analyze results from a disciplined project check-points for evaluating progress before poll than if we were to try to do it in-house." a job careens out of control. This might also Similarly, at the end of the year, when they need alleviate the need for expensive pre- and post- to analyze and evaluate the amount and value of campaign research on awareness and/or attitudinal the media coverage Dell has received, FH "has the change, which can cost anywhere from $15,000- formulas, tools and resources" to measure results $50,000 to obtain accurate results. more effectively, Hargett explains. "Any client with any agency should be able to 3 Budget accurately from the start. Whether you tell within $10,000 of spent [agency] time whether are planning a long-range campaign or a or not they are achieving anything or making a short-term project, changed gears, added difference," maintains Drucker. Others suggest 2 MEDIA RELATIONS INSIDER setting a specific date by which a certain numberI Consider hiring smaller, local agencies on a by- of stories should appear, or by which certain project basis for product rollouts in individual cities, interviews are scheduled. or targeted regional events. For example, not only According to agency search consultant Larry might a Nashville agency offer cheaper rates than Marshall, some clients have started to negotiate your NYC shop for similar activities in that city, differing pay scales according to the level of they also are sure to have closer ties to local media success achieved, as determined by some set and movers-and-shakers. Also, you're likely to formula, e.g., $10,000 for hits in 10 trades, or save on extra expenses such as travel and lodging. $30,000 for network airtime. U Speaking of travel time, watch it closely. Nearly e agency-of-record's renegotiatingthenc -of-record's every agency bills clients back not only for retainer.Be certain that you are paying only for the services the company truly needs today, and for the people truly valuable to your particular Budgeting Boo-Boos to Avoid account. If the PR firm has a long-standing According to Al Croft, a public relations relationship with your company, the monthly fee management consultant and author of the could have been drawn up long ago and might book,"Managing a PR Firm for Growth and reflect activities no longer necessary. Profit," there are certain common mistakes Also, pay attention to staffing on your account. agencies make when budgeting a program or Richard Grove, CEO of Primetime Publicity, project. Here are just a few things that both (also a former Burson-Marsteller exec) advises clients and agencies should watch for and pros to"look at the people, not prices." For avoid: example, evaluate individuals based on caliber of 1 Underestimating time and manpower skills, amount and type of previous experience, required—either because the agency rep has and number of industry-specific contacts, not just purposely low-balled projected costs to look rank in the agency. It may be that an amazing good in front of a client or superior, or account executive with experience specific to your because he or she plunged ahead before industry would be worth spending 10 hours on, thinking the whole project through. rather than paying for two hours with his or her 2 Not informing the client of budget problems supervisor, or for 18 hours with the junior staffer. until after the project is well underway or 6 Think twice before investing in an "audit," or in completed. the drafting of a "program" by the agency— 3 Not taking time with the client at the onset especially if you can hammer out a plan yourself. of a project to fully explain the inherent Grove knows this is a controversial proposal, expenses and exact components of the job. but he maintains, "You are paying an agency 4 Setting unrealistic timetables which cause $20,000 to $40,000 before anything's even done the agency to put in overtime and/or overstaff just to basically write a plan feeding you back the a project. same information you've given them about what your problems are and what needs to be done to 6 Misrepresenting a project to vendors and solve them. I don't buy it; I told my last agency, I receiving incorrect cost projections. can tell you in 15 minutes everything you need to 7 Identifying good opportunities during the know to get started." project and not asking the client for money to Of course, if you don't have a handle on the take advantage of these. company's communication woes or are new to the 8 Not budgeting for"contingencies." PR arena, paying someone else to lay this groundwork may be unavoidable. moimiiimillmollmilmilimmilmollmillme 3 MEDIA RELATIONS INSIDER hard travel expenses (e.g., plane tickets, mileage), 22 situation, explains Hakensen. "You want to be but also for time spent enroute to and from helpful, but if you bring up costs, you look meetings. This can be a key factor when deciding uninterested and unsupportive of the client's between signing on with a local versus an out-of- business," he says, relating a recent incident: "At town agency. Should your choice of agency hinge first, the client just had us consulting on their on proximity, however, Hakensen suggests you at conference and making calls to national media. least try to negotiate with the out-of-town agency Next, as the event got closer and they were running for lower rates on travel time. out of time, they asked us to create the press kits Also, encourage your agency to travel during and news releases. Then the bill comes in and off-work hours, either evenings, mornings or everyone is surprised at the costs." weekends, whenever possible. Hakensen says Don't pay too little—it's like throwing money that's what he and most of his PSB associates do 1 0 down the drain. Maxis Corporation PR to avoid ringing up hours on the client clock. director Lois Tiles explains, "You get what you Squelch the urge to enlist last-minute agency pay for. And if that's just$3,000 a month, about support for things you originally planned to handle 30 hours a month, what kind of results can you in-house."These are the costs that tend to expect?" Better to spend more for more service, or multiply," and agencies find themselves in a catch- take the activities in-house by employing a full or even part-time staffer. moimmomommismommiim Also, she points out, even when agencies lower Fair Fee Do's and Don'ts costs while explaining to clients that they will be DO:decide who's in charge. And definitely receiving less service, it rarely works out. "No involve the CEO or his designee in matter what you charge, the client will always formulating key messages and positioning. have the same expectations, no matter how DO:hammer out a reasonable relationship unrealistic," she points out. right up front, i.e.,project-by-project, In the end, determining whether your agency monthly budget distributed over a calendar, fees are indeed reasonable will depend on many or a regular retainer fee. intangible factors. In fact, Mark Grody, an LA- DO:complete simple tasks internally, when based pro and agency consultant, compares the whole process to shopping for a new dress. "How possible. If a 'pair of hands' work is completed in-house, the PR firm can work on do you know if a dress you like costs too much? If getting you home runs. it fits you, fills your needs and accomplishes your goals, then it's probably the right price." DON'T:let problems fester until you simply dump the agency. Discuss billing and other issues openly and try to work it out, because Media Relations Insider covers successful PR techniques for you could have the same problems with a communications professionals.Comments and story suggestions welcome. Send to Media Relations Insider, 1250 new,different agency, and have to spend 45th St.,Ste. 200,Emeryville,CA 94608-2924,(510)596- more money to overcome a steep new 9330, fax(510)596-9331. learning curve. Media Relations Insider is published quarterly by Infocom Group, 1250 45th St., Ste. 200, Emeryville,CA 94608-2924. DON'T: view the agency as just an order taker. Subscription price is$79/year.Copyright 1996 by Infocom Involve the firm in your annual planning Group. process, and expect them to generate ideas Aimee Grove/Issue Editor beyond the assigned projects. Christine Kent/Editor —David Hakensen, director of media relations at Courteney Lunt/Copy Editor Padilla Speer Beardsley, Minneapolis and a board Cynthia Levitas/Art Director member of PRSA. Pat Dillon-Perry/Production Artist James Sinkinson/Publisher uhrie . Um marketing communications January 7, 1999 Ms. Joyce Meridith, Buyer City of Ocoee 150 N. Lakeshore Drive Ocoee, FL 34761-2258 Dear Ms. Meridith: Please accept this Letter of Interest from Bitner.com Marketing Communications pertaining to the advertisement posted in the Orlando Sentinel for a public relations firm to develop and implement a public relations campaign designed to encourage Ocoee residents to conserve water. Bitner.com is one of Florida's oldest and largest public relations agencies with offices in Orlando and South Florida. We have experience representing municipalities, our fees are reasonable and we approach each client situation creatively and strategically. It is for these reasons that we believe we would be well suited to this work. Also, you might find it of interest to learn that Geoff Hennessy, a senior engineer with Professional Engineering Consultants (PEC), is my husband. Because Geoff personally services the City of Ocoee account on behalf of PEC, he can provide me with special insight and consultation, without any additional cost to the City of Ocoee. I have attached a Bitner.com company prospectus, which contains the requested firm description, client list and profiles of our professional staff. Not pointed out in the prospectus is the fact that the Orlando office is primarily woman owned and operated. Following are answers to the other requests outlined in your RFP. --more-- orlando:401 west colonial drive •suite 1 • orlando florida 32804-6801 telephone:407.423.2433 • fax:407.423.2377 • e-mail:infosfla@bitner.com • Internet:www.bitner.com partner in the WORLDCOM group with offices in north america and around the world (PAGE 2 ... CITY OF OCOEE LTR. OF INTEREST) BRIEF DESCRITPION OF RECOMMENDED CAMPAIGN: Because the City of Ocoee is currently the fastest growing city in Orange County, public utilities (especially water consumption) will have to be managed effectively to handle the large influx of new residents. Bitner.com is recommending a grassroots community relations campaign that will educate Ocoee residents and bring the community together as it learns about the costs savings, positive environmental impact and goodwill created by doing something as simple as conserving water. Specific ideas follow: • Dew Drop Costumed Character -- To reach our audience in a more personal and memorable manner, we recommend the creation of a costumed character called "Dew Drop," which would readily be recognized as a giant blue drop of water. "Dew Drop" would make public appearances in and around Ocoee handing out literature and imparting catchy sayings that will ask residents to "drop" certain wasteful behaviors such as: > "Dew Drop watering your lawn between 8 a.m. and 8 p.m." > "Dew Drop running water while you brush your teeth." > "Dew Drop watering your lawn everyday." > "Dew Drop the 10 minute shower — 5 minutes gets you just as clean!" • Dew Drop Appearances -- "Dew Drop" would be booked at radio remote broadcasts, shopping center openings, fairs and festivals, etc. He could also roller blade on the West Orange Trail (good photo opportunity) and appear at local school events. The desired affect would be to make him popular with kids and families — creating a "local celebrity" special to Ocoee. • The Dew News -- We also recommend creating a quarterly resident newsletter called "The Dew News." This would feature our "Dew Drop" character on the cover and include various articles on water conservation, themed activities for kids (for example a maze that ends up at "Dew Drop"), a coloring contest, etc. Bitner.com has an in-house creative department that can design, produce and mail the entire newsletter. --more-- (PAGE 3 ... CITY OF OCOEE LTR. OF INTEREST) • Direct Mail/Flyers/Fact Sheet -- Many of the articles produced and graphic elements created for the newsletter could be developed into direct mail pieces to be distributed to residents. Also, inexpensive flyers can be created for "Dew Drop" to distribute at events, as well as easy-to-read, one-page water conservation fact sheets. • Press Conference -- Once all the elements are in place (costumed character created, collateral materials designed), we propose to hold a press conference at Ocoee City Hall announcing the water conservation campaign. Assuming we have good visuals for the media and community/civic VIPs on hand, we could expect television and print coverage announcing the program's initiation. This strategy could impact thousands of Ocoee residents with our message. • Media relations -- Our campaign would also include an on-going media relations component, which is a Bitner.com forte. As you can see by the enclosed prospectus, all the professionals in the firm are former • journalists. This firsthand experience allows us to develop stories of interest to the media. For example, we can create articles for the West Orange Times and the "Orange Extra" section of The Orlando Sentinel on behalf of the City of Ocoee. • Awards -- Assuming the strategy works and water consumption is reduced,(based on past totals and the number of new residents), we recommend entering the PR campaign in local and national PR award competitions. This will create recognition for the City leaders who initiated the program, generate positive publicity for the City and enhance residents' desire to continue adhering the elements of the program. EXPERIENCE EXECUTING SIMILAR CAMPAIGNS In 1992 and 1993, Bitner.com was retained by the Aseptic Packaging Council, the national association for juice box manufacturers, to implement a public awareness campaign in Winter Park and the City of Orlando, respectively. Our job was to advise Winter Park and Orlando residents that juice boxes, milk cartons, ice cream containers, etc., could be included in their weekly recycling. Two launch events/press conferences were held; one on the steps Winter Park City Hall and one at the Orange County Materials Recovery Facility. This program included the following elements: --more-- (PAGE 4 ... CITY OF OCOEE LTR. OF INTEREST) • Creation of juice box and milk carton costumed characters • Development of press materials including news releases, fact sheet, media alert, event directions, media backgrounders, etc. • Execution of all launch event elements including securing location, contacting media, inviting VIP's and dignitaries, handling all logistics and working with community groups like the Junior League and the Boy Scouts to gain their support. • In addition, we staffed the events and managed the media on-site • Both events garnered incredible media coverage and public support (see enclosed examples of written materials and media coverage). SPECIALIZED SKILLS AND/OR RESOURCES OF THE FIRM As mentioned above, not only does Bitner.com have a media relations specialization, we have an in-house creative department with full graphics capabilities. We also have a Hispanic marketing team, with three Spanish- speaking team members who translate press materials and work with the • Latin media. FEE STRUCTURE Bitner.com typically charges for public relations services one of three ways. In each situation, the fees are based on $100/hour. 1 . A monthly retainer fee is a pre-determined way for a client to know exactly how much they will be charged for public relations services. For a program similar to the above, a $5,000/month retainer would be appropriate. This would breakdown into more than 50 hours of account service time each month. 2. A per project agreement is arranged when the client and agency agree to a set price for a given project, such as a press conference/launch event for $10,000. Fifty percent of the fee is paid in advance with the balance due upon completion of the project. 3. The final fee arrangement is hourly billing by which the agency tracks all hours worked each month and invoices the client at $100/hour for the hours worked in the preceding month. This creates a fluctuating situation that can be more difficult for the client to budget. --more-- (PAGE 5 ... CITY OF OCOEE LTR. OF INTEREST) Charges for postage, copying, mileage, travel and other miscellaneous production expenses will be charged back to the client at cost. Charges for photography and other creative services will be subject to a 20 percent markup. The agency provides detailed records of all expenses and encloses receipts, if available. Long distance telephone calls are made via the Trescom system and charged to a client code number, reducing toll charges and administrative costs. Postage and copies are charged to similar client codes. Design and printing costs for collateral work (e.g. direct mail, flyers, newsletters, etc.) are estimated in advance and billed separately from professional account service time. In conclusion, Bitner.com would be very interested in working for the City of Ocoee to help spread the word about the importance of water conservation. We are an environmentally conscious agency, employing Floridians who care about Florida. All of us would welcome the opportunity to put our PR talents • to use in this meaningful way. We look forward to hearing from you soon. Sincerely, imbra Hennessy 1 Managing Partner '7 r birne• , am „,.,, marketing communications Public Relations Proposal prepared for The City of Ocoee January 7, 1999 Submitted by Bitner.com 401 West Colonial Drive, Suite 1 Orlando, Florida 32804 Telephone: 407/423-2433, Fax 407/423-2377 orlando:401 west colonial drive •suite 1 • orlando florida 32804-6801 telephone:407.423.2433 • fax:407.423.2377 • e-mail:infosfla@bitner.com • internet:www.bitner.com partner in the WORLDCOM group with offices in north america and around the world (PAGE 2 ... CITY OF OCOEE LTR. OF INTEREST) BRIEF DESCRITPION OF RECOMMENDED CAMPAIGN: Because the City of Ocoee is currently the fastest growing city in Orange County, public utilities (especially water consumption) will have to be managed effectively to handle the large influx of new residents. Bitner.com is recommending a grassroots community relations campaign that will educate Ocoee residents and bring the community together as it learns about the costs savings, positive environmental impact and goodwill created by doing something as simple as conserving water. Specific ideas follow: • Dew Drop Costumed Character -- To reach our audience in a more personal and memorable manner, we recommend the creation of a costumed character called "Dew Drop," which would readily be recognized as a giant blue drop of water. "Dew Drop" would make public appearances in and around Ocoee handing out literature and imparting catchy sayings that will ask residents to "drop" certain wasteful behaviors such as: > "Dew Drop watering your lawn between 8 a.m. and 8 p.m." > "Dew Drop running water while you brush your teeth." ➢ "Dew Drop watering your lawn everyday." > "Dew Drop the 10 minute shower — 5 minutes gets you just as clean!" • Dew Drop Appearances -- "Dew Drop" would be booked at radio remote broadcasts, shopping center openings, fairs and festivals, etc. He could also roller blade on the West Orange Trail (good photo opportunity) and appear at local school events. The desired affect would be to make him popular with kids and families — creating a "local celebrity" special to Ocoee. • The Dew News -- We also recommend creating a quarterly resident newsletter called "The Dew News." This would feature our "Dew Drop" character on the cover and include various articles on water conservation, themed activities for kids (for example a maze that ends up at "Dew Drop"), a coloring contest, etc. Bitner.com has an in-house creative department that can design, produce and mail the entire newsletter. --more-- ti (PAGE 3 ... CITY OF OCOEE LTR. OF INTEREST) • Direct Mail/Flyers/Fact Sheet -- Many of the articles produced and graphic elements created for the newsletter could be developed into direct mail pieces to be distributed to residents. Also, inexpensive flyers can be created for "Dew Drop" to distribute at events, as well as easy-to-read, one-page water conservation fact sheets. • Press Conference -- Once all the elements are in place (costumed character created, collateral materials designed), we propose to hold a press conference at Ocoee City Hall announcing the water conservation campaign. Assuming we have good visuals for the media and community/civic VIPs on hand, we could expect television and print coverage announcing the program's initiation. This strategy could impact thousands of Ocoee residents with our message. • Media relations -- Our campaign would also include an on-going media relations component, which is a Bitner.com forte. As you can see by the enclosed prospectus, all the professionals in the firm are former journalists. This firsthand experience allows us to develop stories of interest to the media. For example, we can create articles for the West Orange Times and the "Orange Extra" section of The Orlando Sentinel on behalf of the City of Ocoee. • Awards -- Assuming the strategy works and water consumption is reduced (based on past totals and the number of new residents), we recommend entering the PR campaign in local and national PR award competitions. This will create recognition for the City leaders who initiated the program, generate positive publicity for the City and enhance residents' desire to continue adhering the elements of the program. EXPERIENCE EXECUTING SIMILAR CAMPAIGNS In 1992 and 1993, Bitner.com was retained by the Aseptic Packaging Council, the national association for juice box manufacturers, to implement a public awareness campaign in Winter Park and the City of Orlando, respectively. Our job was to advise Winter Park and Orlando residents that juice boxes, milk cartons, ice cream containers, etc., could be included in their weekly recycling. Two launch events/press conferences were held; one on the steps Winter Park City Hall and one at the Orange County Materials Recovery Facility. This program included the following elements: --more-- Y ` (PAGE 4 ... CITY OF OCOEE LTR. OF INTEREST) • Creation of juice box and milk carton costumed characters • Development of press materials including news releases, fact sheet, media alert, event directions, media backgrounders, etc. • Execution of all launch event elements including securing location, contacting media, inviting VIP's and dignitaries, handling all logistics and working with community groups like the Junior League and the Boy Scouts to gain their support. • In addition, we staffed the events and managed the media on-site • Both events garnered incredible media coverage and public support (see enclosed examples of written materials and media coverage). SPECIALIZED SKILLS AND/OR RESOURCES OF THE FIRM As mentioned above, not only does Bitner.com have a media relations specialization, we have an in-house creative department with full graphics capabilities. We also have a Hispanic marketing team, with three Spanish- speaking team members who translate press materials and work with the Latin media. FEE STRUCTURE Bitner.com typically charges for public relations services one of three ways. In each situation, the fees are based on $100/hour. 1 . A monthly retainer fee is a pre-determined way for a client to know exactly how much they will be charged for public relations services. For a program similar to the above, a $5,000/month retainer would be appropriate. This would breakdown into more than 50 hours of account service time each month. 2. A per project agreement is arranged when the client and agency agree to a set price for a given project, such as a press conference/launch event for $10,000. Fifty percent of the fee is paid in advance with the balance due upon completion of the project. 3. The final fee arrangement is hourly billing by which the agency tracks all hours worked each month and invoices the client at $100/hour for the hours worked in the preceding month. This creates a fluctuating situation that can be more difficult for the client to budget. --more-- (PAGE 5 ... CITY OF OCOEE LTR. OF INTEREST) Charges for postage, copying, mileage, travel and other miscellaneous production expenses will be charged back to the client at cost. Charges for photography and other creative services will be subject to a 20 percent markup. The agency provides detailed records of all expenses and encloses receipts, if available. Long distance telephone calls are made via the Trescom system and charged to a client code number, reducing toll charges and administrative costs. Postage and copies are charged to similar client codes. Design and printing costs for collateral work (e.g. direct mail, flyers, newsletters, etc.) are estimated in advance and billed separately from professional account service time. bIFDOF.c om marketing communications METHOD 1 . HOW WILL BITNER . COM CONVINCE OCOEE RESIDENTS THEY ARE BEING WASTEFUL WITHOUT MAKING THEM ANGRY OR DEFENSIVE? • Emphasize results • Continual focus on irrigation • Money-savings/environmental impact • Plant education (give-away promotion) • Accent on city pride (compare other areas ) orlando: 401 west colonial drive• suite 1 • orlando florida 32804-6801 telephone: 407.423.2433• fax: 407.423.2377• e-mail: infosfla@bitner.com• internet: www.bitner.com partner in the WORLDCOM group with offices in north america and around the world TOOLS 2 . HOW WILL BITNER . COM EDUCATE OCOEE RESIDENTS ABOUT WATER CONSERVATION WITHOUT MAKING THEM FEEL LIKE THEY ARE BEING "TALKED DOWN TO? " • Dew Drop (kick-off with press conference) • "Dew News" • 1/800-DEW-DROP • Web site updates • Dew Drop Day by City Proclamation (June 21? ) • Media & Community Relations • Radio station remotes in Ocoee INCENTIVES 3 . HOW WILL BITNER . COM MAKE CONSERVATION MEASURES LOOK ATTRACTIVE OR WORTH TRYING? • Make it easy and fun • Make it personal • Focus on rewards • Provide incentives (e . g . corporate partnerships ) MAINTAIN MOMENTUM ! 4 . HOW WILL BITNER . COM PROVIDE ON- GOING EDUCATION SO THAT PEOPLE WILL CONTINUE TO SAVE WATER , INCLUDING NEW RESIDENTS? • Welcome package w/goodies • Special welcome issue of Dew News • On-going Dew Drop appearances (retail garden centers) • Speaker' s Bureau (e . g . local garden clubs , civic orgs . ) • Awards program • Hispanic community/media relations efforts I 1 I #- JORGE I. PADRO Account Executive An account executive with Bitner.com,Jorge Padro brings 11 years of media experience. Padro works on the American Express account for the Southern region and Latin • America/Caribbean. 1 Before joining Bitner.com, Padro was a copyeditor/reporter with El Nuevo Herald, the No.1 Spanish language newspaper in the United States, published by Knight-Ridder. Previously,he was associate news editor at WQBA,South Florida's first Spanish radio sta- tion,and at WADO,the No.1 Spanish radio station in New York He was also associate news editor and sports broadcaster at WKAQ and news translator at Telemundo Network in San Juan,Puerto Rico. Padro holds a bachelor's degree in communications from Sacred Heart University in San Juan, Puerto Rico. He was a member of the school's tennis team and is still an avid ten- nis player. He resides in Pembroke Pines, Fla.,with his wife Aracelis. HOME g F , I � �� y¢ r, . LAWN ; , N is z Written by Alys A. Brockway and Linda B. Landrum ■ Produced by IFAS and the St.Johns River Water Management District Home lawn irrigation is often necessary due to Florida's climate. An ,-..-,-,..•••:.-1,,..---,: easy and efficient watering program can be established by deciding � :� : W !i`` when to water, how much water to apply and how the water will be — 1,r applied. :y,� r- WHEN DO I IRRIGATE? ;, • =+ =:. Two ways to determine when to water your lawn are 1 ) visual =• ' . - . - _ _ . -- inspection and 2) direct measurement of soil moisture. `:�Ix" ':`'•";; 1'�� lig! ;�,� •, r-, ;Yrs r I �y� Visual inspection — The most efficient way to water your lawn is to .•�-•r_.:_.-,._�.. ....4 �I; •, irrigate when it shows signs of stress from a lack of water. Visual sins ' ''�+'" * -1'- -%_ of water stress include the lawn turning a bluish-gray color; footprints !„,-,.,,....:':-::::•5-3-;.;:::.,:_.-..,.v- --.-- - lingering after being made; leaf blades folding in half; and/or soil from ''- - 7==`--`= �` `= �_':• --' ''` the rootzone feeling dry. I •r�.-=""''���;�-_-�_•-� ' - Direct measurement of soil moisture — One way to measure soil ; ''_g�'"--•._"-:: rte: moisture is with a soil moisture sensor. There are sophisticated sensors \ '.1.,.', '",- 4 Y ._.: . which will activate your irrigation system when water is needed. The ;,, ., t `4,, more basic soil moisture sensors turn off your irrigation system when 'i.'.1.• ;"-4$:•. -- ,4, � ••• = water is adequate. 000060000 HOW MUCH WATER General 1alitrn irrigation Gutide " SHOULD I APPLY? A single standard measure ment to fit every situation is difF- An Irrigation schedule' may varybecause it depends upon cult because of different soil the time of year, the type of soil.you have and your location. For example: Are you in North`or south Florida? Is your.lawn types. However, for most Florida oceanside or is it under an Inland oak hammock?; soils, an average of 2/3 to 3/4 of Considering these factors, the following table Is a GENERAL an inch of water per application guide to lawn watering is sufficient to replenish the grass' Your Lawn Needs Rain or Irrigation: water needs. Apply only enough water to wet the grass' root sys- Jan Once"every 10 - 14 days July. Once every ' 3 5 days tern. Do not saturate the soil so Feb: Once every 7 - 10 days . Aug: Once every;' 3 5 days fast that runoff occurs. >! Mar:` Once;every. 5 - 7 days Sept; Once every 5 - :7 days ..'....Apr:, Once every 3 5 . .days Oct Once every 5 7 days May Once every 3 - 5 days Nov Once°every 7 - 14 days June:Once every 3 - 5 days Dec: Once every 7 14 days , Also,you must adjust your irrigation schedule to account for rainfall Do not rely on one rigid irrigation schedule:' Bitner.com Marketing Communications Governmental/Public Agency Experience Current clients: • Tri-County Commuter Rail Authority (Tri-Rail) - The mass-transit authority which is a cooperative effort between Miami/Dade, Broward and Palm Beach County governments. Bitner.com provided public relations counseling, crisis management, event planning, marketing and issues management. • Broward County Employment and Training Administration - a public sector job training and placement agency. Bitner.com provides marketing and public relations services designed to reach prospective employees and employers, as well as counseling and issues management. • Human Services Department of Broward County - Bitner.com organizes this public agency's annual "Family Affair" event. Designed to attract low-income families, this event provides information about Broward County programs that are available and may be of benefit to them. Former clients: • Florida Department of Transportation and Marriott Corporation - Bitner.com organized statewide public awareness events for the renovation of Florida's Turnpike service plazas. • City of Winter Park - In cooperation with the Aseptic Packaging Council, Bitner.com introduced the recycling of aseptic packaging (milk cartons/juice boxes) to residents of Winter Park through P.R. events, community relations and publicity programs. • Orange County - The firm also introduced the recycling of aseptic packaging to Orange County residents through P.R. events, community relations and publicity programs. • Orange County Health Department - In cooperation with the Prudential Foundation, Bitner.com held a public awareness/media event with the Mayor designed to educate parents about the dangers of lead poisoning. • City of Fort Lauderdale and the Downtown Development Authority of Fort Lauderdale - For both entities, Bitner.com developed and executed public relations and marketing programs designed to attract new business to the City of Fort Lauderdale. • City of Hollywood -- Developed and executed public relations and marketing programs designed to attract new business to the City of Hollywood. COMNIN' HISTORY Bitner.com dates to February, 1980, with the founding of Gary Bitner Public Relations, Inc. The first office was located at 2550 North Federal Highway, Fort Lauderdale. Later that year,the firm expanded and relocated to 108 S.E. Eighth Avenue,between Broward and Las Olas Boulevards in downtown Fort Lauderdale. The first clients included the Galleria at Fort Lauderdale and its developer, Leonard L. Farber Inc., Victoria Station Restaurants for the southern United States, and well-known financial planner Jim Barry, whose book, Financial Freedom,was ghost-written by partners of the firm. In 1985,president Gary Bitner purchased an office condominium at 1330 S.E. Fourth Avenue,south of downtown Fort Lauderdale near Broward General Medical Center,and relocated the firm to the new facility,where it prospered for more than 10 years. Staff professionals captured numerous regional and national public relations awards, including the Gold Quill Award of the International Association of Business Communicators, and multiple Golden Image Awards from the Florida Public Relations Association. Gary Bitner Public Relations became a statewide public relations firm in 1986 with the acquisition of Oksner Public Relations, Orlando. The firm continues as the oldest existing public relations company in Central Florida and represents prestigious organizations such as the Orlando Regional Healthcare System. In the late 1980s, the firm also became a founding partner in the WORLDCOM Group, the largest network of independent public relations firms,with more than 100 offices around the globe. The firm became Bitner, Laurenti & Pierson in 1988, reflecting the significant contributions of partners Lynn Laurenti and Maria Pierson. The name changed again in 1991 to Azen Bitner Pierson,with the merger of Azen& Associates. The merger resulted in immediate growth, particularly in the specialty areas of graphic design and production, and the expansion of the firm's Fort Lauderdale office to more than 4,000 square feet. Azen & Associates was bought out of the partnership in 1994 and the firm was renamed Bitner.com on January 1, 1996, reflecting a new high-tech orientation. The"Marketing Communications"tag line was also added at that time,due to an expanded advertising and graphic design orientation. In October, 1996, the office condominium was sold and the firm relocated to the Trafalgar Plaza office buildings at the Fort Lauderdale Commerce Center, off Commercial Boulevard at 5310 N.W. 33rd Avenue, Suite 218. THE WORLDCOM GROUP ' ri' ...„,,:..., UNITED STATES Newyork-Newyork Ontario-Kitchener EUROPE/AFRICA Bliss,Gouverneur&Associates,Inc. WT&M International Arizona-Mesa The Dilenschneider Group,Inc. Belgium-Brussels Joanie L.Flatt&Assoc. M.Silver Associates,Inc. Ontario-Mississauga B&S(Business&Show/Syntagmes Padilla Speer Beardsley,Inc. Mahoney International California-Los Angeles Publicis Public Relations Denmark-Copenhagen Cerrell Associates,Inc. Ontario-Ottawa Mannov Consult New York-Rochester Delta Media,Inc. California-Los Angeles Buck&Pulleyn,Inc. Finland-Oulu The Bohle Company Catharines OEB Inte natnal Limited Wasala Communication California-San Di o North Carolina-Charlotte Epley Associates,Inc. France-Paris Nuffer,Smith,Tucker,Inc. OEB International Limited Ontario-Toronto Hint Heymann et Associes California-Santa Clara North Carolina-Raleigh Hotline M&C Epley Associates,Inc. Québec-Montreal McGrath/Power Public Relations DDS GroupGermany-Bad Oeynhausen California-San Francisco Ohio-Akron Marketing+PR-Service Wirtz Intregrated Clarke Inc. grated Marketing,Inc. LATIN AMER 1 CA Germany-Frankfurt Ohio-Cincinnati Agentur Fur Kommuniikation Colorado-Denver Guthrie/Mayes Public Relations Brazil-Sao Paolo William Kostka&Associates,Inc. PLANIN Germany-Munich District of Columbia Ohio-Cleveland HBI Helga Bailey GmbH Liggett-Stashower Public Relations Mexico-Mexico City John Adams Associates Inc. Public Relations Partners,Inc. Robert S.Benjamin&Associates, Greece-Athens S.A.C.V. ABLE Communications S.A. -Fort Lauderdale FloridaFlorid.com Ohio Toledo BitnerFunk/Luetke,Inc. Mexico-Monterrey Hungary-Budapest Florida-Orlando Quali Estrategis Corporativas STAR Public Relations Oregon-Portland Kimbra Hennessy The Rockey Company,Inc. ASIA/PACIFIC MurrayIreland-onuln Florida-Tampa Muray Consultants Limited Public Communications Inc. Pennsylvania-Philadelphia Australia-Adelaide ItalyMilan Crawley Haskins&Rodgers PR Turnbull Fox Phillips Business Press srl Georgia-Atlanta Texas-Dallas CBO srl(Communication b Ob ectives) Pringle Dixon Pringle Publicis Public Relations Australia-Brisbane Y I Trunbull Fox Phillips The Netherlands-Arnhem Illinois-Chicago Texas-Houston Wisse Worldcom The Dilenschneider Churchill Group Inc. Australia-Canberra Public Communications Inc. Turnbull Fox Phillips The Netherlands-The Hague Utah-Salt Lake City os van berg/Arie Kleijn Communicatie Iowa-Waterloo AustraliaMelbourne -MelbJ I Mor an&Myers Bremer Public Realtions Inc. cv Morgan y Tuenbull Fox Phillips Virginia-Arlington NorwayOslo Kentucky-Louisville Ryan/McGinn Australia-Perth Informl ons6 raet AS Guthrie/Mayes Public Relations Turnbull Fox Phillips I Y Louisiana-New Orleans Virginia-Virginia Beach Australia-Sydney Poland-Warsaw The Ehrhardt GroupBrickell&Associates Public Relations Y eY Alcat Communications Turnbull Fox Phillips Marland-Baltimore Washington-Seattle Portugal-Sintra Y The Rockey Company,Inc. China-Beijing Imago-Imagem e Trahan,Burden&Charles,Inc. N.S.Asia-Pacific Public Massachusetts-Boston West Virginia-Charleston Relations Corporation Scotland-Edinburgh Clarke&Company,Inc. Charles Ryan Associates,Inc. Hong-Kong-Admiralty Dunseath Stephen Ltd. Detroit Wisconsin-Jefferson Worldcom,Hong Kong South Africa-Johannesburg Michigan sad- oc. Morgan&Myers Gillian Gamsy International PRIndia-Mumbai(Bombay) Minnesota-Louisville Wisconsin-Milwaukee Sista's Worldcom Spain-Madrid Padilla Speer Beardsley Inc. Morgan&Myers/The Barkin Group Indonesia-Jakarta Abanico ComunicaciUn C Fortune PR Sweden-Lidingo Minnesota-St.Paul CANADA Goran Sjoberg Public Relations AB Padilla Speer Beardsley Inc. Japan-Tokyo I g Alberta-Calgary AZ Planning Co.,Ltd. Sweden-Stockholm Missouri-Kansas City FWJ Communications Ltd. Florman PR&Communication AB Spectrum Communications Inc. Malaysia-Kuala Lumpur Newslink International AB British Columbia-Vancouver 1'QPR(Malaysia)Sdn Bhd Misouri-St.Louis Miller&Leonard Public Relations/ Switzerland-Lausanne The Standing Partnership Public Affairs,Inc. New Zealand-Auckland Cause&Effect Limited Cadence-Conseil New Hampshire-Portsmouth New Brunswick-Moncton Switzerland-Zurich Beaupre&Co.Public Relations,Inc. Bristol Communications,Inc. Philippines-Manila L&W MarCom AG MediaMix International Systems,Inc. New Jersey-Far Hills Newfoundland-St.John's TurkeyIstanbul Holt&Ross Public Relations Bristol Communications,Inc. Singapore GlobaTanitim LMAGE Public Relations Pre Ltd. Newers Parsippany Jersry pP Y Nova Scotia-Dartmouth U.K.-London The Sherry Group Bristol Communications,Inc. Taiwan-Taipei Worldcom Taiwan Kestrel Communications Ltd. New York-Buffalo Ontario-Hamilton U.K.-Surr Collins&Company Best Communications Group Thailand-Bangkok The Argyll Consultancies PLC TQPR(Thailand)Co.Ltd. American Express Company Fort Lauderdale Heart Institute Southern Facilities Development New York,New York Fort Lauderdale,Florida Fort Lauderdale,Florida American Express International Fort Lauderdale Marriot Technology Control Services (TCS) New York,New York Hotel &Marina Miami,Florida Fort Lauderdale,Florida Advanced Roofing Teligent Fort Lauderdale,Florida Interactive Media Corporation Vienna,Virginia Orlando,Florida Altamonte Mall Tri-County Commuter Altamonte Springs,Florida Ireland Properties/ Rail Authority Northport Marketplace Fort Lauderdale,Florida Broward County Human Services Miami,Florida Department, Bureau of Children and University of Miami Diabetes Family Services JM Family Enterprises Research Institute Fort Lauderdale,Florida Southeast Toyota Distributors Miami,Florida Deerfield Beach,Florida Broward Employment&Training Visual Data Corporation Administration Just For Cooks Pompano Beach,Florida Fort Lauderdale,Florida Fort Lauderdale,Florida Waterside Shops at Pelican Bay Cleveland Clinic Florida Marriott's Harbor Naples,Florida Fort Lauderdale,Florida Beach Resort Fort Lauderdale,Florida Wynmoor Cushman&Wakefield Coconut Creek,Florida of Florida Mills Corporation Miami and Tampa,Florida Arlington,Virginia YTONG Florida, Ltd. Haines City,Florida Delray Beach Marriott NationalTel Delray Beach,Florida Fort Lauderdale, Florida Zambelli Fireworks Internationale Boca Raton, Florida Diplomat Resort&Country Club The North Broward School and Hollywood,Florida Lighthouse Point Academy Fort Lauderdale, Florida Embassy Suites Miami Airport Orlando Regional Miami,Florida Healthcare System Orlando,Florida Family Central North Lauderdale,Florida Professional Insurance Underwriters Fort Lauderdale, Florida Florida International University Athletics Sawgrass Mills Miami,Florida Sunrise,Florida STRFF PROFILES t GARY E. BITNER APR so, President As head of one of Florida's largest public relations firms, Gary Bitner is considered a leader in the state's public relations industry. His firm,Bitner.com,has long been recog- nized for its professionalism and quality client roster, including organizations such as American Express Company,Marriott Hotels,Cushman&Wakefield,and Southeast Toyota Distributors. With a staff of 20 and offices in Fort Lauderdale and Orlando,Bitner.com offers media rela- tions and publicity services,as well as community relations,graphic design and production, advertising and public relations counseling. The firm's presence in two key regions of the state provides numerous opportunities for statewide public relations results. A 1975 graduate of the University of Florida College of Journalism and Communications, Bitner is an accredited member of the Public Relations Society of America's Counselors Academy and is past president of the PRSA Gulfstream Chapter. Bitner has been awarded the national Gold Quill Award of Merit from the International Association of Business Communicators and numerous professional awards from the Florida Public Relations Association. He also has been honored with the Up&Corners Award from the South Florida Business Journal,with the Spirit of 100 Award for community service from the Broward Economic Development Council, and with the Outstanding Small Business Leader of the Year Award from the Chamber of Commerce of Greater Fort Lauderdale. Before founding the firm in 1980, Bitner was supervisor of public relations for Marriott Corp.,Washington, D.C. His previous experience includes serving as a staff writer for the Fort Lauderdale News,and as an account executive for Hank Meyer Associates,Miami. Bitner supports countless community organizations throughout Florida. He serves as board president of Outreach Broward and is a board member and past president of Broward House. In 1993,Bitner was appointed to serve on the Children's Services Board of Broward County. He is active in several business organizations,and he has continued his education as an MBA student at Florida Atlantic University,Boca Raton. Bitner was born on June 4, 1953, in Chicago and currently resides in the city of Boca Raton. An avid sportsman, Bitner SCUBA dives, runs competitively and trains at a local gym. He has traveled extensively, through Latin America, the Far East, Europe and the United States,including much of Alaska. STRFF PROFILES .w _ e � KIMBRA HENNESSY Partner — Possessing more than 12 years of public relations agency experience, Kimbra Hennessy joined Bitner.com in 1990 as Vice President and in 1995 was named Partner in the firm's Orlando office. Hennessy began her career in broadcasting,working in television for several years,before moving into agency public relations. In her first agency position,Hennessy specialized in travel&tourism-industry public relations and was afforded the opportunity to represent prestigious resorts around the world including: Southern California's renowned spa resort,La Costa Hotel&Spa;the Americana Aruba;the Melia Cancun Beach&Spa Resort; the Melia Paradisus Cozumel and the Stouffer Orlando Resort;among others. In addition to representing these high profile accounts, at Bitner.com Hennessy has supervised public relations efforts for the Orlando Regional Healthcare System,Medieval Times Dinner&Tournament,Morton's of Chicago,the Payment Systems Network,Barnett Banks Trust Company,Blue Cross Blue Shield,the Orlando HealthCare Group,Aetna U.S. Healthcare and Marriott's Orlando World Center,to name a few. Hennessy is an accomplished writer,proficient at media relations,collateral development, crisis communications and community relations. She is actively involved in numerous local civic and community organizations including: the Downtown Orlando Partnership, Habitat for Humanity, the Orlando/Orange County Convention & Visitor's Bureau, the Public Relations Society of America,the Economic Development Commission and more. Prior to public relations, Hennessy worked as a television producer, reporter and local weather forecaster. She holds a bachelor's degree in journalism from the University of Florida and a master's in communications from San Diego State University. Hennessy is an avid tennis player,having attended her first two years of college on a tennis scholarship. STRFF PROFILES JUDITH C. JOFFE Executive Vice President 44441441. Judith C.Joffe,vice president,has over 18 years of marketing,public relations and adver- t- tising experience in Florida. Joffe has extensive experience in developing detailed marketing plans, integrating public relations, community relations and advertising for such clients as Florida Atlantic University, the International Submarine Races, BETA, ITP/Fleetnet, Transportation Financial Group,The North Broward School and the City of Fort Lauderdale. She has also produced commercials, training videos, trade show displays and visual presentations for NaBanco, a credit card processing company; Broward Workforce Development Board; and Yesterday's,Mario Andretti's Express Pasta and Mai-Kai restaurants. Additionally,Joffe is an experienced facilitator and has conducted over two dozen focus groups on a variety of subjects. As Chairman of the Sanctioned Events and Boat Parade Committees for Winterfest,she negotiates with community event organizers for inclusion in the annual festival that is broadcast around the state and nationally. Prior to joining Bitner.com,she was with Naftolin Bell&Company,a full service advertis- ing and public relations firm,where she held the position of vice president, public rela- tions. Her responsibilities included developing and implementing McDonald's Restaurants of Southeast Florida's yearly public relations and sports marketing programs. Additionally,she worked with other clients including Ambassador Savings&Loan,Metlife Healthcare Network,and Medical Emergency Systems, Inc. Joffe previously served as the director of marketing for Show Management, the producer of five major boat shows around the state including the Fort Lauderdale International Boat Show,the largest in-water show in the United States. Joffe holds a Bachelor of Arts degree from the University of Maryland with additional stud- ies at Western Maryland College and the Inlinga School of Languages. She is active in many community projects and serves on the executive committee and board of Winterfest and The BellSouth Boat Parade;a graduate of Leadership Broward XIII,Chair of Youth Leadership Broward Media Day; an executive board member of Partners for PACE (Practical and Cultural Education Center for Girls); board member of the Boys&Girls Club Creative Arts Unit; a founding member of ACE, a youth leader at church; and an Alpha Phi Alumna member. STRFF PROFILES BETH ZUCKERKORN Vice President, Graphic Communication • • ,:sio• a>, Beth Zuckerkorn leads the Bitner.com design team with an infinite amount of talent and over 15 years of experience in the field of advertising and graphic design,both in New York • ' City and Fort Lauderdale. Beth brings creativity,originality and energy to every project that comes her way. From the initial concept all the way through to final production,Beth's work and the work of the design team she directs exhibit quality,proficiency,and profes- sionalism. Beth skillfully uses today's technology to produce forceful visual communica- tions and to maximize the effectiveness of client messages. Her background as a creative consultant in advertising,corporate identity,direct mail,and publication design broadens the scope of expertise and services offered by Bitner.com. Beth possesses a distinct flair for conceptualization and design,a novel approach to adver- tising and sales,a resourceful use of target marketing and effective audience analysis,and a powerful grasp of potent communication techniques through the use of appealing images. These skills have won her a dozen Addy awards, two Astrid Awards, the Sun-Sentinel's Golden Graphics Award and the Florida Public Relations Association Golden Image Award for Graphic Design. Under Beth's creative direction, Broward Community College has won the following awards: The Council for the Advancement and Support of Education Bronze Metal Award for advertising,the Admissions Marketing Report Certificate of Merit for best print ad series,the Florida Association for Community Colleges Award for best sin- gle print ad, the National Council for Marketing and Public Relations Bronze Paragon Award for best annual report,the Silver Paragon Award for best print ad series,the Gold Paragon Award for best single ad and the IABC Golden Pen award for advertising. Beth has lent her design expertise to a number of worthy causes in the area, including Broward House, the National Conference of Christian and Jews, Outreach Broward, the American Cancer Society and the Broward Philharmonic Society. Beth received a Bachelor's Degree in Fine Arts from Syracuse University and completed an advanced course of study at the St.Martins School of Art in London,England. STOFF PROFILES ELLEN M. KENNEDY Vice President <. Ellen Mishkin Kennedy is an account supervisor with Bitner.corn specializing in tourism- related accounts and issues management. She has more than 15 years of experience in the communications field including public relations, editing and newspaper reporting. At Bitner.com, Kennedy handles a variety of promotions and media relations for tourism accounts such as Marriott's Harbor Beach Resort, SeaEscape Cruises, TravelMax International and the Fort Lauderdale Marina Marriott. She also oversees intensive pub- lic awareness campaigns for the Florida Pawnbrokers Association and the car rental industry to reform Florida's vicarious liability law. Kennedy comes to the firm's Fort Lauderdale office from the Lee County Visitor & Convention Bureau,where she served as director of public relations for nearly five years. Lee County,which includes the city of Fort Myers and neighboring Sanibel Island,is one of Florida's most prominent tourist destinations. During her tenure with Lee County, Kennedy developed an emergency public relations plan that she implemented successfully during Hurricane Andrew in 1992. Lee County's hurricane preparedness program,which includes a substantial public relations segment, has won numerous honors and is considered a model program nationwide. Prior to her position with Lee County, Kennedy served as the editor of a weekly newsletter that was distributed to more than 5,000 medical professionals and students at the University of Florida Health Science Center and Shands Teaching Hospital in Gainesville, Fla. She also was a communications specialist with the UF Health Science Center,where she helped publicize news about the university's latest medical and technological advances. Kennedy's newspaper background includes working as a news reporter at the Daytona Beach News Journal and The Gainesville Sun. In Daytona, she worked in the features department and later covered city politics,police and general assignment. A University of Florida graduate and Broward County resident since age 2, Kennedy is a member of the Society of American Travel Writers,the Public Relations Society of America and a board member with the Broward County Academy of Travel and Tourism. STRFF PROFILES • MICHAEL D. GOODMAN Vice President With more than twelve years experience in media relations,special events,marketing and advertising,Michael Goodman brings a diversified background to his position as Account Supervisor at Bitner.com. Goodman has promoted a variety of projects spanning areas from arts and entertainment centers to travel and leisure opportunities and nonprofit organizations to corporate pro- grams. Over the years, he has developed the public relations marketing plan for the Broward Center for the Performing Arts,coordinated a tri-county leadership training pro- gram for American Express, developed Tri-Rail's Ambassador Volunteer Program and coordinated the opening of its new train stations and consulted on many community pro- jects for nonprofit organizations. His professional background includes serving as special events manager for Macy's, a leading U.S. department store chain, and as the community relations manager for Broward House,a nonprofit organization. Goodman holds a Bachelor of Arts degree in Mass Communications from Florida Atlantic University in Boca Raton, Fla. An active member of the community,Goodman has donated time over the years to assist United Hearing and Deaf Services, CenterOne, Fort Lauderdale Film Festival, Children's Home Society,the University of Miami Bone Marrow Transplant Center and many others. Currently, he serves on the Board of Directors for Poverello Center, Florida Theatrical Association and Junior Achievement of South Florida. In addition,he is a member of the AIDS Advisory Council of the Broward Community Foundation, the Annual Allocations Review Committee of the United Way of Broward County,the Communications Committee of the Jewish Federation of Broward County and Leadership Broward Class XV. STRFF PROFILES TRACY KOLODY Account Supervisor r ,F. Tracy Kolody is an account supervisor with Bitner.com. She came to the firm's Fort Lauderdale office from the Sun-Sentinel,a Tribune Corp.daily newspaper with a daily cir- S :, 1 ' culation of about 275,000. Kolody spent nine years as a member of the business editori- "s`"`` `` °`- al staff and was responsible for researching and writing articles about public companies, airlines, commercial and residential real estate transactions and developments, electric utilities,tourism-related businesses and the hospitality industry. A graduate of the University of South Florida in Tampa,Kolody also was a reporter for The Tampa Tribune, The Stuart News and the South Florida Business Journal and has writ- ten articles for national trade publications in the aviation and restaurant industries. During that time she was a member of the Society of Professional Journalists,the Florida Press Club and the Society of Business Editors and Writers. Kolody currently is working on her master's thesis at Florida Atlantic University,where she has taken graduate courses in economics,politics and public administration.She also has studied federal securities regulations and other government policies affecting corpora- tions and has spoken to business groups about effective media relations. STRFF PROFILES ERIC GORBACH { r Director of Corporate Development Eric Gorbach joined Bitner.com in 1996, bringing with him a full complement of capa- bilities and experience in a wide range of activities.He leads the company's new business development efforts. Prior to joining Bitner.com,Gorbach served as president of Trump Connecticut,Inc.and was responsible for representing internationally-known developer Donald Trump in all matters relating to his Connecticut interests. He was instrumental in putting together Mr.Trump's bid to develop a$1 billion dollar resort and casino on the Connecticut waterfront—a pro- ject that included the Northeast's largest theme park and the world's tallest rollercoaster. Gorbach also founded and served as Chairman of the New Bridgeport Chamber of Commerce in Bridgeport,Conn.,which was devoted primarily to attracting new econom- ic development to the state's largest city. Among his accomplishments were attracting a number of national developers to Bridgeport,including Trump,which in turn spurred economic development proposals in excess of$3 billion dollars. Moreover, Gorbach created and organized numerous com- munity and statewide events including the Shoreline Marathon for which he received the coveted"Key to the City"from local officials. Gorbach also served as president and chief executive officer of The Gorbach Organization, one of the Connecticut's largest mortgage lending and brokerage firms. He was active in numerous civic and charitable organizations and created and sponsored "The Gorbach Performing Arts Festival," a 25-show international music festival offered free to city resi- dents. The festival earned widespread recognition and was named by The New York Times as the best new festival in Connecticut. Gorbach was born in Bridgeport,Conn. He earned a bachelor of science degree in Business Administration from Washington University in St.Louis in 1984 and a juris Doctor from the University of Bridgeport School of Law in 1987.He now resides in Palm Beach. STRFF PROFILES ROSA ALFONSO-SCHANG Account Supervisor a.• Rosa Alfonso Schang is an account executive with Bitner.com marketing communica- tions,servicing accounts including American Express and Edy's Grand Ice Cream. Currently on the board of the Latin Chamber of Commerce of Broward County,Alfonso- Schang has strived to become extremely involved within the Latin community and the Latin media.Her continued involvement with chamber events such as World Trade Week, the Chamber Scholarship Dinner and Ventana de Broward has helped to further position the chamber within the Broward community. Her experience includes working on travel accounts such as American Airlines, Embassy Suites,Marriott's Harbor Beach Resort and Vacation Break Alfonso-Schang worked for the KPMG-Peat Marwick marketing department in Atlanta, where she handled clients for all corporate accounts.Prior to KPMG-Peat Marwick,she worked at Clarke&Company,a pub- lic relations firm in Boston,where she coordinated new business activities. A graduate of Boston University College of Communication with a bachelor of science degree in public relations,Alfonso-Schang also served as a public relations assistant for the World Fair Committee, an organization dedicated to promoting international aware- ness week at Boston University. STRFF PROFILES DARRYL A. ANDERSON Account Executive Darryl Anderson joined the Bitner.corn team with a background in both television and radio. In television,Anderson served as a sports producer for the NBC affiliate in Miami, WI'VJ-TV. His responsibilities included producing sports segments for the nightly news- casts, which entailed everything from the editing of highlights and soundbites to inter- viewing guests and writing feature stories. His professional talents have expanded to include event planning, national and interna- tional media relations,creative writing for brochures and newsletters,annual reports,fea- ture articles and the development of national pitches and national contacts. His client work encompasses nonprofit, retail, commercial real estate and development, television production and education. Anderson's credentials also include media research. In both television and radio,he has analyzed Nielsen and Arbitron ratings useful to sales and marketing departments. Anderson used his research experience while working in the sales department at Y- 100/WHYI-FM in Fort Lauderdale. His main responsibilities were developing and market- ing a new business and servicing existing accounts. Anderson's education is just as varied as his professional career. He holds a dual Bachelor of Science degree in Broadcast Journalism and Political Science from the University of Miami, Coral Gables, Fla. He also has a minor in Architecture. Currently, Anderson is a member of the Broward Economic and Development Council's Sports Development Council. STRFF PROFILES RONALD DAWKINS Account Executive Ronald Dawkins is an account executive with Bitner.com marketing communications where he handles several accounts including marketing and public relations duties for • American Express in Atlanta, Ga.; Washington, D.C., and several states throughout the southeastern United States. Dawkins joined the firm after spending more than a decade at The Miami Herald,where he served as a general assignment reporter, police reporter, and municipal government reporter for several cities including Coral Springs,Sunrise and Plantation.He also served as a staff writer for two years at the Broward limes newspaper in Tamarac,Fla. He lived in England for two years and has travelled throughout Europe and the western region of Canada.Dawkins served four years active duty in the United States Air Force and two years in the U.S.Air Force Reserves. Dawkins is a Member of the Broward County Library Foundation Board, is active in civic organizations and is a member of the Mount Olive Baptist Church in Fort Lauderdale. Dawkins attended Florida International University where he studied journalism.He is cur- rently working toward a degree in marketing from Nova Southeastern Univerity in Davie. Dawkins has been married to his wife Linda,for 12 years. They have two children,Adrion 11,and Sonya Wofford,24. STAFF PROFILES JORGE I. PADRO Account Executive jad� An account executive with Bitner.corn,Jorge Padro brings 11 years of media experience. Padro works on the American Express account for the Southern region and Latin America/Caribbean. Before joining Bitner.com, Padro was a copyeditor/reporter with El Nuevo Herald, the No.1 Spanish language newspaper in the United States, published by Knight-Ridder. Previously,he was associate news editor at WQBA, South Florida's first Spanish radio sta- tion,and at WADO,the No.! Spanish radio station in New York.He was also associate news editor and sports broadcaster at WKAQ and news translator at Telemundo Network in San Juan,Puerto Rico. Padro holds a bachelor's degree in communications from Sacred Heart University in San Juan,Puerto Rico. He was a member of the school's tennis team and is still an avid ten- nis player. He resides in Pembroke Pines, Fla.,with his wife Aracelis. STRFF PROFILES CHRISTINA KITTERMAN Account Executive Christina Kitterman is an account executive at Bitner.corn working on clients such as the Fort Lauderdale Marina Marriott and Marriott Harbor Beach Resort. Kitterman began her career at Bitner.com in 1997 as an intern. A recent graduate of the University of Florida, Kitterman was vice president of the Public Relations Student Society of America. She was actively involved with several accounts of the student-operated public relations firm including the University of Florida's Health Science Center,Shand's Hospital,Guido's Pizzeria and the United Way of Alachua County. Kitterman was awarded the Frank F. Rathbun Award for her service to PRSSA. During her last semester, Kitterman was selected to be one of the five members on the Bateman Case Study Team, a PRSSA national competition. The team developed a grass- roots public relations campaign to revamp Family Service America's National Family Week Winning first place in the nation,the team had the opportunity to present the pro- ject to the organization in Chicago. Kitterman is currently a member of the Florida Public Relations Association and a mem- ber of the Public Relations Society of America. STAFF PROFILES . ......... ... .................. ...... NANCY GLASGOW Account Supervisor Nancy Glasgow is a senior account executive with Bitner.corn, servicing the public rela- tions needs of a wide variety of clients including Orlando Regional Healthcare System, Arnold Palmer Hospital for Children and Women and LMG,Inc. Glasgow began her career as a journalist and photographer before moving into agency public relations. In that capacity,she represented such clients as All America Termite and Pest Control,an authorized Sears concession;ltvin Towers Hotel and Convention Center; A.Duda and Sons, one of the largest family-owned agricultural concerns in the country; and the Festival of Trees,an annual fund-raiser for the Orlando Museum of Art. In addition to her writing and client services expertise,Glasgow specializes in media rela- tions and story placement,editing,and special events planning and execution. Glasgow attended the University of Central Florida and majored in Journalism. She is a long-time volunteer for the Orlando Humane Society,providing OHS special events assis- tance. STRFF PROFILES CYNTHIA MASSINO CONNALLY Senior Account Executive As a public relations professional with a strong journalism background,Cynthia Connally brings to Bitner.com the ability to form successful working relationships with clients and the news media. Connally handles the public relations and marketing communications needs for a variety of clients,including Cushman&Wakefield and The Payment Systems Network,Inc. With a bachelor of arts degree in journalism from the University of Central Florida, Connally began her career as a writer with the Orlando Sentinel. She then joined a pub- lic relations agency as a senior public relations specialist, managing a variety of client accounts including Marketing Profiles, Inc.; Florida Psychiatric Management; The Mayflower Retirement Community and The American Society for Laser Medicine and Surgery, Inc. Prior to joining Bitner.com, Connally worked for Sprint (telecommunica- tions) as a staff writer and marketing consultant in corporate communications. In addition to her writing and public relations expertise,Connally specializes in media and community relations,special events planning,and coordinating design projects. Connally has served as a student mentor with Orange County Public Schools,and has vol- unteered for Seniors. First She is an active member of the Florida Public Relations Association. Connally's work has been recognized by FPRNs Golden Image Awards and the International Association of Business Communicators'Bronze Quill Awards. M ASEPTIC PACKAGING COUNCIL SAMPLE WRITTEN MATERIALS, PRESS CLIPPINGS tg C4. -....f ts: imik - ... . b� 0. -' ;;"it' - * 1.; mina ,:ems LL 'ti r' co a R a 6).0 d -- p yrr:: S O a,bo v' C c a.r... bo d o u a'E al a .. a . - 41wcc : >, , 'C 10 U Eya , a'•E co >, to SE o .C'" G.^• r 0.. v l'fp ' C .se v''Al VI' Ec ,_ =wac. . .. E.- .0• .oXoW '5 IA r 6. : v at �y' `° y ; . 5 �- a ax 01) tl 37.0 o a cu:vF y va,.o , p+ w -4y cu coa— c u,"o � ap7th �•In y y � ❑ uOwv, amI A - av9 bam a ggE 0. C, . 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N � w CO i.c• d IX 1:2y ii d q Q lir - ' g L fi y ,U `ir 0�4 ■ ep,� x O a — � � � � � • - >., _ " o 4 ■. L d . ooaa � d y G ... 5. b I,ftti tam s a CA 41'' ' i 1 iin mci, x o 3 g >i CC %IHi ° Recycle Drink Cartons from pg.-1 Central Service on customers.. regular weekly schedule. -..;,'S Winter Park's 6,800 house- The recyclables collected in holds become the first commu- Winter Park will be taken to nity in the state of Florida and Waste Management's Material' the southeastern United States Recovery Faculty (MRF) i - to participate in carton recy-:- Orange County, to•be separat cling,joining a growing num ed.Ponderosa Fibers of Ame ber of environmentally- ca, in Augusta, Georgia, h conscious cities in 16 other agreed to purchase the drink states. - boxes and milk cartons fro n On Thursday, June 18, Waste Management. .:nt_ at 10 am., 'Winter..Park' will .By employing-a recyclin kick-off-its•new recycling pro- process called "hydrapulping; gram with.a. carton- recycling. Ponderosa separates the lay drive at City Hall. , of the drink boxes and milk car- '-'' Residents'are:invited to, tons and recovers a valuable" stop by and donate their empty high-quality paper pulp. Pulii milk and juice cartons into a fiber received from cartoill giant 10 foot juice box. Several- products is,sold to'paper mills! Winter Park community or- for up to$400 per ton and use. ganizations including the Jun- • din the manufacture of tissu ._ for League and Boy Scouts are Paper towels and writing pa., participating.--Xloma'Elemen=:- per. tary School will also donate ap- proximately 1,500 milk cartons - y, for the kick-off event.. Prizes Carton Recycling Drive and give-aways will be award Kick-Off, ii ed to residents making dons cit,gam, • tions. Thursday,June 18, •. "I am proud that the cityef • 10 a m t Winter Park is helping to lead • • rt ti ., 7'`" -- nvited.- the fight for a cleaner environ &i ment,"said'Mayor David John x Parrticipants: Eoy Scouts,'B' • • stop. "With.theocontinued de-, : Junior League and €: velopment o•f revolutionary re Aloma Elementry School. Prizes and give-aways cycling programs like this one, _ F we can successfully pursue our - quest�to.make Florida and the '` -entire"country a more livable__ place." "To reach Florida's aggres`.t '. 'Milk cartons,refrigerated` sive recycling goals, we mus f, juice cartons and the popular look beyond traditional •- ,,,- individual-sized ,individual-sized drink boxes` cling efforts and begin working!_` calf all be recycled in the'pro- on new materials,"said S -gram because they are all of a Levine, recycling coordinate.- similar plastic-coated paper.-"?,4 for -the:-:Aseptic`•-•Packaging' ::Prior to the initial pickiup,,fi .Council;. "We applaud Wast:' Winter Park residents wilLbe ...Managementand••the city:'f. mailed informational 'i�ro °..Winter Parkin taking ales chutes outlining the carton re- With this project and hope tha cycling process and how:they gther communities,in Florid may participate. In-store fags, will also initiate recyclingg p'r• . • will be placed on shelves in'•10- `. grams for its-cartons and drink cal Publix and Winn Dixie gro- boxes." ce y stores to essist consumers While Winter Park is the in identifying which containers fust:city in.Florida.to,institu are recyclable. . carton recycling, over one-haffs Th` e-,.new.`r�e��c`«y zsg'..pro {million_households f1v lis lx, ' '• ns and boxes wit'be "clfng drit It ••xes 7' • k placed in residents'existing re- ' tons. -- ' cycling bins and picked up by • . • - WINTER PARK OBSERVER Thursday, July 30, 1992 Winter �- Park,-- gvlaitlaru1 . _ •. • - sery Volume 4,"No. 31. Thursday, July 30, 1992 35_Cents + tax Recycling-Our recycling efforts have been successful, especially in light of the fact that our program is complete- ly voluntary. On June 22, we were the first in the state of Florida to add the collection of aseptic containers and gable- top containers to our list 'of items for recycling collection. Soon a program for com- mercial and multi-family recy- cling will be offered. Current- : ly the holder of our solid waste franchise has not expanded the list of items to include maga- zines, junk mail, styrofoam containers, aluminum foil,and cardboard boxes because the cost of recycling these items is too high. However, as consu- mer awareness of recycled products grows, I am certain that a greater demand to recy- cle these products will be forth- coming. Ei g 1 i4 7 1- 13 1 a • .ii SH 3 ilk m:i 0 04 • u--- Id cwlki • 4a* 4 Lt., , T-1.7,--nu-stia-,,e. .... .-. - -,-,,.. --, .7,0 - --,: •.4 4 1 • I F-14 i ce, Observerl4wie18,11992 c:Page-3 i. a • • I -.i- " -i a cj>., „. . -. .• ' 1 , r . City Talk [ 1. 1 . • by Anthony W. Barrett 4. 126d ; City Manager,Winter Park + • ! s Zira ;MI il Ili 1 . Reminder: Recycle , 0 • tt u) tzi Drink Box . es -..4 0 " -14 gtizse 1 I would like to remind •"4 lio v residents that Winter Park • ti S (0 will begin to accept "poly-2 coated paper products" (juice• f ca .1 milk, and cream cartons ... Oi 4 and drink boxes) for recy.,. cling, beginning on Monda I` .,lici) I . i _ . Jmuanye p22. On-that date, yo. ---.. your Cig) 11 trip: A kt, rleaccyeclhge e,:eb i itemsn (along in with cans, bottles, jars, and-... . it4i4'I ti . fp CI) - = , T, . newspaper) for:, curb-side ., pick-up. - , . 4-1-± Residents are invited to at-A• ., )1 t tend a kick-off event• on .Thursday, June 18, to le: .;1- ... 0) it _.- more about recycling. Th 4%.1 CI ' event will fala:place-ktf .ci • 6 ' ts: hall, begirinitig:at10'a.m:/:;-.iZ • Z : 'When thel:program begin • *1.1 44 on Monday, •Winter 'Par -,..., 0 ‘V will be the •first city in-th-: E ft southeastern United States-to- . . accept poly-coated paper prod-'-; -- .5 . = ucts. Two cities in Washing ,. ton state already accept these ..,_ C.) ' items, and the recycling pr. - . .4 Z -I grams in those, cities has:z been very -successful. Based -....N' , ;Zril 2'..ii -. \:...‹...7"‘ - CO 4)li 1 ......it C-, ----- P;" — ' ' CD C 1 . 1 .., - \-- ."--"' 411 C 1 on figures from those cities-.......: Winter Park can expect to'te:::' move 20 tons of recycable m-41.:1-': , terial from its.waste stream' - \t..- 1 k- C i r. — ... itazz , 1..1 .11 1 k ..- - 43 Iti. 1 , as a result of the'new pro,-f gram. -- , .:,;07. If you have any questionk.t,' please call me at 623-3235, or. /1 m 12 I ' 400 • e visit my office at city hall. ..--- I • .. „..... c 0 i z • (r{ § i t .. • _ • .... LS' . 4 • /, . • Cl) : c N o ° o 0 ac . 16 4..6x . o n e a ' 8 � � ▪ is.� c_y 01inciwE .0 C.) N Vc�� f/) 'C-dA"- F . 0 .. E • Eco ° 0o .- ,1, 3•E c., - s - se .i�nfi; -•1C 1-4z a v c E w o,p•c •to C n,°y.00.o0 m . U G� oc'o 0" a�`n0) a0 u o E6 0°'oo m. ... ® _ T(/� NO �'1 C Off.+ C O w d �+ O •o h i1 > " ° 0c''` a aNco0.°•^u co 0-, § >., 8 m tQ�� ca. . wrri3 an E �. 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FL 32801 Tele 407 423 2233 Fax 407 843 7614 Fort Lauderdale 305 522 0022 Contact: Kimbra Hennessy Azen Bitner Pierson 407/423-2433 ORANGE COUNTY LEADS WAY IN RECYCLING New Products Can Now Be Recycled ORLANDO, Fla. (Sept. 28, 1993) -- Orange County has announced it will expand its county-wide curbside recycling program to now include milk cartons and drink boxes on Oct. 1, 1993. The Orange County recycling program serves about 150,000 single family households in Orange County. The program, which allows drink boxes and milk and juice cartons made of poly-coated paper to be recycled curbside, made its successful Southeast region debut in Winter Park last year when the Aseptic Packaging Council (APC) teamed up with Waste Management of Orlando and the City of Winter Park to initiate drink box and milk carton recycling in Florida. "We were honored to become the first community in Florida to recycle these products," said Angie Schroeder, Winter Park Assistant City Manager. "And, now that a year has passed, city management can look back and say that the entire program has been a success." All single family homes in unincorporated Orange County, Winter Garden, Ocoee, Apopka and Winter Park may recycle drink boxes and milk cartons in their recycling bins. Informational materials will be mailed to all Orange County recycling households and informational tags will be placed on shelves in grocery stores throughout the county. By joining the program, Orange County residents join the nation's 1 .7 million environmentally-conscious households already recycling milk cartons and drink boxes. In Florida, the list of participating communities --more-- (PAGE 2 . . . ORANGE COUNTY LEADS WAY) also continues to grow with recycling programs in place in Fort Lauderdale, Coral Springs, Wilton Manors, Deerfield Beach, Lighthouse Point, Winter Park and a pilot in Palm Beach County. The Kick-Off Event On Thursday, October 7, Orange County will kick off the new county- wide recycling program with a two-hour "Open House" at the Orange County Materials Recovery Facility (MRF) located at 12100 Young Pine Road. From 1 :00 to 3:00 p.m. media and VIP's are invited to tour the MRF and meet representatives from Waste Management, Orange County and the Aseptic Packaging Council. The Hydrapulping Process Before adding these products to their recycling bins, residents are asked to remove lids and straws and to rinse and flatten each container. Following collection, milk cartons and drink boxes are shipped to a paper mill where they are hydrapulped. The valuable paper fiber is recovered and reclaimed using a process similar to a household blender. The cartons are placed in a vat, which has a blade or rotor on the bottom. Water agitation is used to literally beat the paper off the plastic and aluminum. The process begins again when the water is recirculated and new cartons are added to the vat. The paper pulp recovered from the cartons will be used in making paper towels, tissues, napkins and fine writing paper. For more information regarding the program contact APC Recycling Coordinator, Jeri Winkleblack at 904/562-8060. For information regarding the kick-off event contact Kimbra Hennessy at 407/423-2433. ### AK , ,.... r--. Air . . Aseptic Packaging Council _ 1000 - Potomac St,NW FOR IMMEDIATE RELEASE CONTACT: Kimbra Hennessy Suite 401 June 15 , 1992 Azen Bitner Pierson Washington D 407/423-2233 . _ 20007' Phone " MEDIA ALERT (202)333-5900 Fax - (202)333-5987 WHAT: Recycling Kick-off Event. Winter . Park Mayor Dave Johnston and City Manager Tony Barrett will unveil a new curbside recycling program: ' • ; Winter Park is the first city in the Southeastern United States to recycle gable-top cartons (milk cartons, half-n-half containers, juice cartons) and aseptic packages (individual-sized drink, boxes). WHEN: Thursday, -June 18 _ \ - 10 a.m. . _ z ` WHERE: ' Winter, Park_ City Hall 401-Park Avenue - - Winter Park NOTE: There will be lots of ,activity,- providing for great visuals and photo opportunities, including: o several community organizations including the Boy Scouts, Girl Scouts and Junior League will donate collected drink cartons; o local students will perform a Recycling Rap; and o "Mr. & Mrs. Drink Box" will be on hand. distributing resident information. # # # _ Printed on recycled paper - ATTENTION ALL JR. LEAGUE MEMBERS. YOU CAN BE A PART OF RECYCLING HISTORY! On June 22, for the first time in the history of Florida, one Central Florida community will begin curbside recycling of aseptic packages -- juice boxes, milk cartons, half-n-half containers, etc. Winter Park, Fla. will join only a handful of cities nationwide that recycle these products into "secondary fiber" which is used to create recycled stationary, napkins, paper towels, etc. In the next two weeks we need to let Winter Park residents know they can begin adding these products to their curbside recycling bins. Because we know the Jr. League cares about the environment, we thought you'd like to help us spread the word! Here's one way the Jr. League can assist our cause: ATTEND OUR RECYCLING EVENT AND BRING US ASEPTIC PACKAGES! WHAT? Recycling special event and press conference for T.V. , radio and daily newspapers reporters WHEN? Thursday, June 18 9 :00 a.m.- 12: 00 a.m. WHERE? Publix parking lot at 17-92 and Fairbanks in Winter Park (note: this location to be confirmed) . WHY? BRING US THE MOST ASEPTIC PACKAGES AND YOUR CLUB CAN WIN SOME GREAT PRIZES AND POSSIBLY APPEAR ON T.V. ! ! ! So, if you can, start collecting juice boxes and milk cartons now -- the event is only two weeks away and we need your help! If you have any questions, please feel free to give me a call at 423-2233 (days) or 682-6656 (evenings). We look forward to working with the Jr. League of Winter Park. Sincer ly, K' ra Hennessy Vice President _ - , _ _ , . , _ , ... An _ , : : ._„ :. ._ , . _ .. , _ 7_____ _ _ , , , , _ _ _ . . _ . _ . . 'Aseptic - Packaging - Council - - June 10, 1992 , 1000 _ Potomac St,NWr Suite 401. ,- Washington Ot: _. 20007'_ ' Dear Winter Park Friend: ,. , Phoneu - As a concerned citizen you care about our local-environment and (202)333-5900 do your part to help keep Winter Park, and Florida, .beautiful by fax (202)333-5987 recycling. - - ' -,4, = Fortunately, each year it gets a_ little easier for us to make- a - - difference; advancements in technology, increased media coverage ' ` _ and environmental activism have all played a part in making ' - - ` • recycling a way_of-life. And, now Winter-'Park, always a-trend- , - - , setting community, 'takes _curbside -recycling one step further _with ' the introduction_of an innovative .r \program. - \ _ -,, - , ,, ,: ' Effective Monday, June 22, Winter 'Park, -will become the first ,` community in, the _stateto =begin adding,juice boxes, and !milk- '. - cartons to its curbside recycling bins,and ,we'want you to attend' - - r•- our official kick-off- event at Winter Park City Hall on -Thursday,-` - - • June 18 at 10:00 a.m: - ., , ' ,. ,- >\ ' We're 'anticipating significant' media coverage` and hope to have ,a ' , large crowd present =signifying community;support. So, make plans,; ' to join -us on' the '18th at City. Hall! ' , -. - ( If you have any ,questions about-the event or-the : recycling " • 1'-_- . program ,in general„ please ,call_u's at+x42 -2233: - ' , - •1 ` T '.S. Bring ,us your empty drink boxes and toss them, into the Winter Park recycling truck . . ." bring the kids to meet "Mr. & -Mrs. Drink Box" . .shear the "Recycling Rap" . . we'll see - you there! - ) -\ ' . i 7 . -' `f' -7 - �_y J J - - - ..7 - i - \ - \ /_ Printed on recycled paper - _ , . . . 1., _. ..., , , _ . ‘ -,� _ _ : b , woAiza to \Rs Aseptic - Packaging - - - Council :_ \ / 1 , July 17 , 1992 - - , _ - , 1000 Potomac St,NW i — — r 'Suite 401 - = =" 1 i = , ' Washington D.C: 1 1 y 20007 On behalf of, the Aseptic Packaging Council,.-I would like to • ;thank you for your participationin last`_month:s,.Winter Park - Phone ' Recycling Kick-Off Event at City- Hall. ' - (202)333-59001 i- / / - ,;With your help, Winter:Park has become the first city in the (202)333-5987: ' history of Florida -- and the . entire Southeastern United ' - States -- to recycle` juice boxes and, milk cartos. - ! " -1 ..V-% / Strong local support will ensure the lasting success -this - , ' J ' trend-setting program and` weappreciate your ,continued \ commitment to the. betterment-of our Winter Park community.//-, . - - - \ - ` - �; ' Sincerely, _ _ , Kim a Hennessy \; x "f y\} f ';; Vi e .President / k , ; -, \ Azen ;Bitner Pierson � , \ t -_ r �- / _ , J - / ' \ ' ! '1 �`. _ _ _ _ .. 'I -. v .-- \ / 1. ( / ..1 \ r 1 f - ' ., _ t ! j / - f l Printed"oil recycled paper ' \ ` y 1 - \ , \ , �.' R •- — { t ' i F' 11 PUBLIC RELATIONS MARKETING GRAPHIC COIIlMUNICATIONS 545-8 Delaney Avenue. Orlando. FL 32801 Tele 407 423 2233 Fax 407 843 7614 Fort Lauderdale 305 522 0022 DRINK BOX & MILK CARTON RECYCLING FACTS > Over 1,700,000 households and 1,600 schools in 22 states across the nation have milk carton and drink box recycling service. > Winter Park, in conjunction with Waste Management of Orlando, became the first city in the Southeast to collect drink boxes and milk cartons in June of 1992. > In Florida, over 100,000 residents in Winter Park, Fort Lauderdale, Deerfield Beach, Coral Springs, Wilton Manors and Lighthouse Point can recycle milk cartons and drink boxes curbside. Soon, residents in Broward and Palm Beach Counties will be able to recycle these items as well. .• > Nearly 150,000 residents in unincorporated Orange County, as well as residents of Winter Garden, Ocoee and Apopka, will be able to recycle milk cartons and drink boxes beginning October 1, 1993. > Waste Management of Orlando processes the recyclables at the Orange County.Materials Recovery Facility. Once baled, drink boxes and rpilk cartons are shipped to Ponderosa Fibres in Augusta, Georgia to be recycled in a process known as hydrapulping. > Drink Boxes and milk cartons are composed mostly of paper with thin layers of polyethylene and, in the case of drink boxes, a thin layer of aluminum. Drink boxes require no refrigeration and are 96 percent beverage and only four percent packaging. > The valuable paper recovered from drink boxes and milk cartons is a high grade paper fiber which does not require de-inking because all the printing and graphics are contained on the outer layer of polyethylene. The resulting pulp is used in the manufacture of high quality tissue products and writing paper. For more information about drink box & milk carton recycling, contact: Jeri Winkleblack Aseptic Packaging Council P.O. Box 4003 Tallahassee, FL 32315 904/562-8060(ph.) 904/562-8061(fax) t , , . ..„ I in oo i'arki' p k! . . ._......_.............. ,, ,,......._ DrinkBoxi , 11111111 IrtpX -: , ., . . .1 • "0 i • . 04 1 - - I I.. Liable Top . ( . ki 1111 1111!. • , 41411 0:4„ , 'SO . . t . .:. • . _ . t, „.•_.:., .., Join T . ,. ,:.,:i: , -,... ..,THURSDAY, JUNE 18 , 10:00 A.M. WINTER .PA K CITY HALL • ' . Bring Your Empty Dri k Boxes For Free Goodies . •. 1 , . .1-i, 1141101 Oft,-,A.v.,- -'4.•-,---____-----%...ke..4 he aiti.4110.40 4 ii, .44,tx . � �►/ m 1 t Y 11 / : V�\I PPPr1P PAP/ , , Beginning on June 22, Winter Pak will become the first city in Florida ' to recycle drink boxes and milk/)uice,cartons. The addition of these materials to our curbside recycling program will help reduce the amount of trash we send to the landfill. Combiblx.Inc.,a manufacturer of bcvenle cartons.it committed to providing convenient _ - recycling of theft materials and has■ tiited in the development of thil program. I 1 s.n; l{ t.` ASEPTIC PACKAGING COUNCIL, 1000 Potomac Street,N.W.,Suite 401,Washington,DC 20007,202/333-5900,Fax 202/333-5987 ORANGE COUNTY ENHANCES RECYCLING EFFORTS WITH ADDITION OF MILK CARTONS & DRINK BOXES Beginning on October 1st, Orange County will expand its curbside recycling program to include drink boxes and milk cartons. Orange County's 150,000 recycling households will join a growing number of environmentally- conscious communities nationwide to collect these packages which will be turned into valuable paper fiber used to produce high-grade recycled paper products. Our VIP kick-off event, scheduled for October 7, will mark the launching of this new County-wide program. If you are in the Central Florida area and would like to stop by, please take note of the following: RECYCLING KICK-OFF EVENT WHAT? Recycling event and open house for community VIPs and local media. WHEN? Thursday, October 7, 1 :00-3:00 p.m. Note: Announcements will take place from 1 :00-1 :30 p.m., tour of MRF to follow. WHERE? Orange County Materials Recovery Facility 12100 Young Pine Road East on Curry Ford Rd. to Young Pine Rd. CONTACT: If you have any questions please call either Jeri Winkleblack at the Aseptic Packaging Council: 904/562-8060, or Kimbra Hennessy in Orlando at 407/423-2433. We hope to see you on October 7 and thank you for your interest in programs that make our world a better place to live. - — *"."' ' '. ••. . ..* .."11 •, ' ! :4,,, '... ' 4 . , . .... 1 if') - ' ..., ‘... ,J.* _ ., i jo e , %,„..#4I ....., -., ..f.e „ 4,. ti,,,.,(..„..... p ceY i',..,. '''':' ' !:'. ..' ' 4"4et.' -: '.' .- ., .. ;" , .$1.k,. 0 4 roc!.4 rY,. ..t. - .• :. V.6. ••4., 1 ,: ' it' '-,,...,4 iy. —..., '..C.soti.../ „ grik,...__.' ' ' • ' ''.'', ....' ''.‘ '1;44,:ir; ) , + ., .. ...........,......, .......... \...., ,, .., -,,.... ,...... : , . .,,... ..„ ri . r ' I "' 7 ti.)/1 .) 4 ,‘1" r 4 •' • fc)i-PJ ( - ton ......,...... ..., '' ._ , .,..., ,...,...„) ''''':".*"..--1-'11.•=4.5 ). 4,-.., ,, ... .-. k ..._, : , .. ..- .v .‘ . , ... .., . , .......- !...., • 40014 , \ , ..t . •-, ., '''' ;,,I,*-5',,, . , ..,.. .'.,.- , •• , 9 - .-ow---, '2-, Presented to the City of Ocoee ,.. January 11, 1999 4 ,.. .1 4t• iir 9 AC,-. ., .. , 5, 5.5 • - 555 ,5 4 ' !--:',.....,. '.* ok, ..,-': r:- *"...• -submitted by PATTERS . . .. .;:.:,,-- .,_ ..'-'' • .dotti- ,---;',-.. -:,/,7,, .'....i .; • 1.. ‘.'• - -•:, .', . ..... , • •4' communications, inc. ,-vil •-# - ;'` :',, 1.4/.;',72,:,4,,,..•,- . . . . . . . PATT1 ' SON/ CH!. S` communications, inc. January 11, 1999 City of Ocoee Attn: Joyce Meridith, Buyer 150 North Lakeshore Drive Ocoee, Florida 34761-2258 Re: Letter of Interest—Water Conservation Public Relations Program Dear Ms. Meridith: Patterson/Bach Communications, Inc. is pleased to submit our Letter of Interest to the City of Ocoee, Florida(the "City")to provide Professional Public Relations Services for the development and implementation of a public relations campaign for the purpose of encouraging Ocoee residents to conserve water. Developing and implementing an effective water conservation program as part of City government can help the City's water utility continue to provide this necessary service to its existing residential and commercial customers. A conservation program will also aid the City in protecting its water resources to ensure the capability of maintaining quality service to future customers of the water utility. Further, development and implementation of a campaign to promote water conservation is an important policy issue which is necessary to insure the proper growth and development of the City, and to maintain the existing quality of life which is presently enjoyed by the City's residents. It is important to ensure, that in developing a public relations campaign, the City considers all issues regarding water conservation including: identification of goals of the campaign; assessment and analysis of the regulations of the St. Johns River Water Management District; identification of the most effective target market for water conservation;knowledge of City residents' demographics and lifestyles; economic and fiscal impacts; market trends; public opinion; and, cost control strategies. Also, any water conservation public relations campaign needs to be developed and structured in a manner and form which ensures proper, effective, and cost efficient implementation. The focus of our letter of interest is to aid the City in considering the scope that such a public relations campaign may take, as well as the technical issues involved in market strategy development, design, production, and distribution of program materials. We also understand the need to seek public awareness and consensus of such a campaign, and our letter of interest also focuses on the need to address public policy issues related to water conservation that may promote other goals of the City Commission. The consideration and development of a public relations campaign to promote water conservation requires a seasoned team combining the talents of experienced designers,artists, media coordinators, with experience in public sector public relations, as well as economists, planners, and management consultants with public water utility knowledge and experience. 1313 W.Fairbanks Ave.•2nd Floor•Winter Park, Florida•32789-7103•phone(407)645-1880•fax(407)645-1985 e-mail:office@pat-bach.com•web:wwwpat-bach.com City of Ocoee January 11, 1999 Page 2 We believe the project team we offer to the City has the necessary skills and experience to meet the requirements of the City in the development and implementation of a public campaign to promote water conservation. In reviewing our qualifications, a summary of the highlights or key points which we would like to bring to the City's attention are summarized below: Expertise of Key Personnel As presented in the Public Relations Team Section (Tab 2), we have assembled a highly qualified team to work on this project. Highlights include: • Tim Bach, President and Creative Director, will be the Principal in Charge and Account Manager for this campaign. Mr. Bach has over 10 years of related experience in advertising, marketing, and public relations campaigns. He is responsible for setting the graphic look for the agency's clients, as well as developing the overall focus of public relations campaigns. He will oversee all aspects of the campaign, including development of the campaign and creative development and production. Mr. Bach's goal is to make positively sure that each client of Patterson/Bach Communications, Inc. feels as if it is the agency's only account. • Our Project Manager, Laura Radford, has eight years experience in advertising, marketing and public relations. Ms. Radford has served as Account Executive for numerous clients and provides additional project management as needed. She is responsible for research, development and execution of media programs for clients, including magazine, newspaper, radio and trade journal placements. Ms. Radford also writes copy for many client projects, including advertising, direct mail promotions and brochures. • Jennifer Steiner will the Project Coordinator for this campaign. Ms. Steiner is responsible for general project management and creative development, including copy writing, research, and development and execution of newsletters. Ms. Steiner will also assists in the implementation of the marketing and public relations strategies for the campaign. Her responsibilities also include writing press releases and assisting in the development of brochures and ads. • Anthony Caravella, AICP,will be a sub-contract associate for this project with major responsibilities being technical liaison to the water utility as well as other outside agencies with interest in water conservation issues. Mr. Caravella will also provide coordination between the creative public relations team and the City Commission and staff, as well as programming and scheduling public participation policy setting sessions and presentation to citizen group and other interested parties. As an economist and planner, Mr. Caravella will also provide market, demographic, and lifestyle research and analysis. Mr. Caravella has twelve years of experience in private and public sector planning, economic and marketing research, and public policy development. Related Experience in Similar Activities The Patterson/Bach Communications team has been involved in numerous public sector public relations campaigns and has a proven track record of getting results as witnessed by our numerous years of team experience. This experience is detailed in the Related Experience Section(Tab 3) of our letter of interest. City of Ocoee January 11, 1999 Page 3 Understanding of Project Any public relations campaign requires the project team to have a complete understanding of the needs of the City, its customers and citizens, the relationship of the campaign to the City's image as a progressive community, and other related public policy issues. The Patterson/Bach Communications team understands the requirements for this campaign, not only as an educational and public relations campaign, but also as a campaign that impacts the City's water utility, its reclaimed wastewater system program, the lifestyle of the City's residents, and the future growth and development of the City. Development of a complete and thorough water conservation public relations campaign at this time will aid the City in providing ongoing and future communications, promote enhancement of the public's image of the City's utility operations, increase the public's understanding of water utility operations and rate structures, as well providing the City the opportunity of become a leader in water conservation programs. We also understand the need to identify and address issues that have public policy implications and the need to seek consensus between numerous parties in any campaign recommendations. The outline and schedule of our approach in formulating a public relations campaign for water conservation is presented in the Campaign Development Section (Tab 4) of our letter of interest. We look forward to working with the City on this important project and thank you for allowing us to submit our qualifications and experience for your consideration. Very truly yours, Patterson/Bach Communications, Inc. -Lc. 4_ Tim Bach President/Creative Director PATTERSON/BACH communications, inc. TABLE OF CONTENTS EXECUTIVE SUMMARY Section 1 PUBLIC RELATIONS TEAM Section 2 • agency & team introduction • client history • organizational chart • key staff resumes RELATED EXPERIENCE Section 3 • sub-consultant experience • creative case study examples CAMPAIGN DEVELOPMENT Section 4 • recommended approach • campaign development process CUSTOMER RELATIONS Section 5 • customer service • fee structure f Executive Summary To facilitate review of our letter of interest to the City of Ocoee to provide Professional Public Relations Services for the development and implementation of a public relations campaign for the purpose of encouraging Ocoee residents to conserve water, we have briefly summarized our qualifications and campaign in this Section. More detailed information is provided in subsequent sections of our letter of interest. A public relations campaign to promote water conservation can be developed to be as simple as a single project approach or as complex as a detailed public relations program. The single project approach is development of a one-time public relations campaign that would provide immediate exposure and implementation. The advantages of this approach are low budgetary cost and quick implementation. Disadvantages of a single project approach are lack of monitoring and follow up if the initial message is disregarded or forgotten and inability to build on the single project for future public relations needs and purposes. The detailed public relations program approach has several advantages including ability for monitoring and follow-up if required, ability to add other purposes and objectives to the developed program, aid the City in utilizing the developed theme in the future to provide ongoing communications, providing an enhancement of the public's image of the City's utility operations, promotion of the public's understanding of water utility operations and rate structures, as well as offering the City the opportunity to become a leader in water conservation programs. The disadvantages of a program approach are the commitment of resources to the program over a long term and possible budgetary considerations. Either approach,project driven or program driven, would have the purpose of providing education and building awareness of the importance of water conservation. This education and awareness may be communicated in a number of different methods using various communication mediums. Development of a campaign may include one, some, or all these methods which include: • Public service announcements • Press releases • City and area wide school contests and programs • Statement stuffers • Billboards • Development of a character or identity to create longevity in a campaign • School newspapers, chamber of commerce bulletins, etc. • City of Ocoee News to You newsletter • New resident packages • Community publications + West Orange Times + Orlando Sentinel: Ocoee/Winter Garden supplement Since development and implementation of a campaign to promote water conservation is an important policy issue which is necessary to ensure the proper growth and development of the City, Patterson/Bach Communications has structured this letter of interest to present these two approaches. Regardless of the approach the City desires in developing the campaign, the method of campaign development can be summarized into three components. These components are: • Definition of the scope of work including meeting and interviewing City staff, developing an assessment of the needs and purpose of the public relations campaign, identification of educational goals of the campaign, and specifying the public relations message which needs to be communicated. • Research to evaluate and assess the requirements and goals of the City's water conservation efforts as well as those of the St. Johns Water Management District; identification of measurable statistics to ensure the most effective target market for a water conservation program; an analysis of similar campaigns in other communities; and market, demographic, and lifestyle research and analysis. • Creative Development which includes a determination decision to proceed with campaign development using a project approach or a program approach; development of a campaign theme; refining the project or campaign issues identified during the definition of the scope component; creation of an identity or standardized format to carry the informational and educational message(s); design and presentation to the City of several creative concepts; and final production of the approved deliverables. A program approach adds the following additional component to those discussed above: • Program Execution provides for oversight of creative production on a long term basis; assures quality and content control of all messages developed throughout the program campaign;provides review and recommendations on the management of staff time and budgets for a long term public relations campaign; provides immediate response to timely issues which require the need to provide public awareness; allows Patterson/Bach to serve as a liaison consultant to the City Commission, City staff, and civic leaders; provides a resource the City can rely on regarding expert opinions on communications and water conservation and utilization issues; and most importantly builds longevity into a public relations campaign which can: + Extend the value of the initial program or project investment; + Utilize the developed program tools for ongoing communication needs; + Enhance the public image of the City as a responsible water utility provider; + Provide a communications mechanism for other utility issues such as changes in rate structure and fees, etc.; + Identify the City as a leader in progressive water utility operations and a responsible steward of water as a natural resource; and, + Ability to use the public relations campaign to promote other water conservation measures such as water use audits, use of water saving devices in new construction, etc. The advantages of a program campaign approach is that is provides the City an opportunity to further present a case that it recognizes the importance of water as a limited natural resource that is worthy of protection and proper allocation. This recognition of the value of water as a resource may provide the City the opportunity to be considered a"wise guardian" of this resource thus offering the City future considerations and advantages regarding water resource related issues. Any public relations campaign requires the project team to have a complete understanding of the needs of the City, its customers and citizens, and the relationship of the campaign to the City's image as a progressive community and other related public policy issues. The Patterson/Bach Communications team understands the requirements for this campaign, not only as an educational and public relations campaign, but also as a campaign that may impact the City's water utility, its reclaimed wastewater system program, the lifestyle of the City's residents, and the future growth and development of the City. We also understand the need to identify and address issues that have public policy implications, and the need to seek consensus between numerous parties in any campaign recommendations. Our project team will utilize the talents of experienced designers, artists, and media coordinators with experience in public sector public relations, as well as economists, planners, and management consultants with public water utility knowledge. A summary of this team is: • Patterson/Bach Communications, Inc. — Lead consultant and project management, and creative development and implementation; and, • Anthony Caravella, AICP - Technical liaison; market, demographic, and lifestyle research and analysis; and public participation. Our understanding of the required work products, and the tasks identified in the Campaign Development Section(Tab 4) of this letter of interest would indicate lump sum fees,or a not to exceed contract price, for specific contract projects will be negotiated based upon a specifically defined scope of services for each project. We understand that negotiation of the price and fees for specific tasks are standard practice for this type of service. Our services will be billed at monthly retainer rates for initial program development and public presentation and liaison services. We propose to bill regular agency rates for creative development, production, and implementation. Patterson/Bach Communications, Inc. will also bill directly related out-of-pocket expenses associated with delivery charges, copy charges, telephone and direct project supplies at the cost incurred by Patterson/Bach. Also, we will not bill for such costs as computer usage, meals, or travel costs. PUBLIC RELATIONS TEAM AGENCY PROFILE OFFICE LOCATION Patterson/Bach Communications, Inc. 1313 West Fairbanks Avenue, 2❑d Floor Winter Park, FL 32789 Phone (407) 645-1880 Fax (407) 645-1985 E-mail office@pat-bach.com AGENCY HISTORY Patterson Advertising was founded in 1964 by Charles Patterson. Today, Mr. Patterson still manages some of the same accounts he did 30 years ago. Tim Bach joined the agency in 1986 as an Art Director and took over as President/Creative Director and sole proprietor in 1990. Before joining the agency Mr. Bach attended the University of Cincinnati School of Business and the Cincinnati Academy of Design in Graphic Arts, then worked as a freelance graphic designer in Chicago. Historically, Patterson/Bach's early clients were heavily comprised of agricultural accounts. Over the years, our customer base has expanded to serve many industries such as computer/software companies and other high-tech services, municipal entities, transportation companies and Florida's growing tourism vendors. Today, Patterson/Bach Communications provides turn-key creative services in all media formats from conceptual planning to finished product. TURN-KEY SERVICES Throughout the contract period, occasions may call for expertise encompassing a wide range of professional services: communication research, planning and implementation; marketing and advertising services; media relations, publicity; preparation of print materials, audio, video and slide or digital presentations; and general project planning, coordination and implementation. The Patterson/Bach team has significant experience in each of these categories, giving the City of Ocoee the ease of working with a single group for all of its communication needs. Our scope includes a broad range of capabilities: strategic planning direct mail market research & segmentation in-house photography advertising campaigns exhibit/booth graphics media planning &placement trade show marketing public relations radio and video production copy writing multi-media presentations all types of print materials web page development corporate identity development annual reports Subcontracted Services Sufficient staff resources and the best graphic production equipment allow us to complete practically every phase of production in-house. This benefits customers with quick turnaround service and cost effective creative. Occasionally, if we feel a client would benefit from an outside specialty service, we may subcontract a small portion of a project. However, this is rare and typically falls in the area of artistic hand-illustration (only about 7% of total illustration annually),elaborate photography set-ups, or large-scale research assignments. Patterson-Bach's Team Approach To effectively assess the unique communication challenges facing each of our clients, Patterson/Bach strives to become an integral team member for our clients' internal departments. Each agency member brings a specialized talent to the table. You will find that our combined experience and diversification provide a unique blend of skills representing a well rounded, very capable group. Individual staff resumes are included at the end of this section. Patterson/Bach Staff Members Position Tim Bach, President Account/Project Manager Charles Patterson Account Executive/Copywriter/ Photographer Laura Radford Account Executive/Copywriter/ Media Planner Heather Teague Account Executive/Copywriter/ Media Planner Jennifer Steiner Project Coordinator/Copywriter/ Public Relations Specialist Greg Trippe Art Director Brian Wente Art Director Lee Gustainus Art Director Linda Williams Financial & Office Administrator Melissa Sallyards Production Assistant Subconsultant: Anthony Caravella Technical & Utility Liason COMPANY POSITIONING Patterson/Bach Communications is a technology-driven, turnkey advertising, public relations and marketing firm. We strive to offer new and innovative solutions to communication and promotional needs. Patterson/Bach was one of the first creative groups in Central Florida to truly offer complete in-house production capabilities using desk top publishing (no outside service bureau to create high resolution digital files). Streamlining the process of producing imagery helps us provide cost-effective, efficient service. Working with a wide variety of clients has given Patterson/Bach the opportunity to master the communication skills needed to reach a diverse group of audiences. We build customer relationships and vendor partnerships to develop the most highly targeted and creative communication programs possible. Vision 1) Make each client feel as if they were our only customer. 2) Consistently provide cutting-edge creative in a timely fashion, utilizing all of the communication avenues available. 3) To become the Premier Advertising & Design Firm in Central Florida by evolving with new communication and production technology. Philosophy The heart of any successful public relations/promotional campaign is the core creative concept, which ultimately drives the look and feel of the campaign. It is our goal, through client input, market research when available, strategic planning, and our own intuitive sense of the marketplace, to: 1) develop incisive creative concepts 2) choose the most intrusive media available to communicate the message 3) execute goal-oriented advertising/promotional campaigns Quite simply, find your target audiences' hot buttons, interweave them into your message, and make positively sure that your message is seen. Equally important is superb customer service. We appreciate our clients' business and live by our company motto, "whatever it takes", to accommodate customer deadlines. Your account manager will be easily accessible 24-hours per day. AGENCY STRENGTHS Turnkey Service Patterson/Bach is a creative firm offering one-stop shopping, with the latest digital technology to generate and produce cutting edge communication programs. Having one group produce all of a client's advertising and promotional materials encourages consistency and quality. In-house Technology All projects are produced to the high resolution film stage by agency artists for fast turnaround and quick access to computer generated files. This makes last-minute changes easy and more cost-effective. The ability to work at high resolutions produces crisp imagery that can be enlarged to practically any size without sacrificing quality. Ultimately, our high-tech equipment provides the highest quality imagery and allows us to meet tight deadlines—even those "emergency" turnaround requests. Knowledgeable Employees Patterson/Bach offers a creative team that works in unison to help clients meet their communication goals and needs. Each member of our team is a multi-disciplined professional dedicated to serving as a resource to our clients. Criteria for the People We Hire: The agency's number one hiring criteria is the individual's level of creativity. Second, we look at the individual's communication skills among their fellow work mates and clients. It is critical to have cohesive working relationships among employees where communication and creativity is free flowing. Third, we look for education and experience. It is imperative that staff members have the proper training and professional work experience to handle assigned tasks in addition to creative communication skills. Peace of Mind We offer our clients a complete library of their accounts. All creative ideas, from initial layouts to final concepts and proofs are stored digitally at our office on compact disks. This includes high resolution files. Every ad, radio spot,billboard, image and sound effect is archived. You'll never have to worry about your creative ideas, printer flats, photo imagery, audio and video spots being scattered across the country in the hands of various vendors who may or may not properly save your materials. INTERNAL STRUCTURE Patterson/Bach is comprised of four internal disciplines: 1 - Account Management 2 - Creative Strategy 3 - Production 4 - Media Account Management Laura Radford will be your general Project Manager. Whatever the City of Ocoee needs, regardless of the nature of the project, Ms. Radford will be your main contact with up-to- date information on all concurrent Patterson/Bach projects. Jennifer Steiner will serve as lead Project Coordinator, providing creative strategy, management, artistic liaison communication, copy writing, and media placement recommendations. The City will also be assigned a lead Art Director to design and produce all creative work. While various artists may work on your projects, the lead Art Director will be heavily involved in all art-related tasks to ensure consistency and quality. Their insight in comprehending complex design parameters and illustrating product/service benefits in unique and creative ways is invaluable to our current clients. Anthony (Tony) Caravella, AICP, will be responsible for all technical issues related to development of the conservation campaign by acting as the liaison to the water utility as well as other outside agencies with interest in water conservation issues. Mr. Caravella will also provide coordination between the creative public relations team and the City Commission and staff, as well as programming and scheduling public participation policy setting sessions and presentation to citizen group and other interested parties. His duties will also include providing market, demographic, and lifestyle research and analysis for the campaign development. Patterson/Bach anticipates that the City of Ocoee may have multiple projects in production simultaneously and is prepared to accommodate such requirements with several project coordinators and a well-qualified staff. A pool of true professionals, everyone one at Patterson/Bach has extensive professional experience in their positions. Ideally, an effective program will achieve positive, measurable results. The most critical role the client can play at the start of a project is to provide us with sufficient data to clearly define our mission and the desired outcome. The better informed we are up front, the more precisely we can deliver desired results in a quick, efficient manner. When short deadlines are a concern, or at key production phases, it is important for us to receive client feedback in a timely fashion. These "checkpoints" are important to make sure that every detail has been communicated and keeps projects on time and on budget. • • Creative Strategy Creative direction is based on strategies, tactical plans and research approved by the client. Utilization of Research The agency relies on available research to provide input on customer behavior, motivations and preferences in attributes and benefits. These insights provide the underpinnings for strategic communications programs. Research is also used to evaluate the programs to identify ways to improve effectiveness, efficiencies, and enhance the value of programs to fulfill a clients' objectives. Creativity Out of Research The idea is to have a continuous process of improvement for communication programs. Research results provide the foundation, nutrients, direction and evaluation necessary for the creative process. It is research data coupled with the client's product or service performance that will result in the identification of a unique competitive advantage that customers will value. Insightful research ensures that creativity is harnessed directly to the objectives of the communications program. Follow-up research, when merited, is used to evaluate the communication program(s) against the client's strategies and tactical plans as we continually strive to enhance the overall communication program(s) and generate the desired response. Production Computer-generated Graphics • Design and production are exclusively handled on state-of-the-art Macintosh computer systems—while never replacing the design and creativity of the artist's hand, we've virtually eliminated the use of mechanicals in the production process. • Designs are created, manipulated and finely tuned on-screen faster than ever before. • Patterson/Bach's Power Mac computer systems with Microsoft 98 are compatible with most client PC systems including Windows. This feature gives clients easy project review alternatives when face-to-face meetings are not possible or necessary. It saves time and eliminates production delays. a. Real time view and immediate on-screen proofing for clients via password protected web site files. b. E-mail attachments converted with free Acrobat Reader shareware. This allows clients to review their projects as we see it, without needing the same graphic software, fonts, or large art files. c. Disc transfer for on-screen proofing. Patterson/Bach has an in-house CD burner and can copy large files (such as annual reports) for client use. d. Patterson/Bach utilizes its in-house color printer to quickly output client proofs that are approximately 95% color-accurate. Quality Control In our business, quality is a reflection of everything we do. Patterson/Bach places a significant emphasis on quality control through project review at every phase of production. We offer clients color proofs when presenting initial concepts and again at final reviews to show them the closest form of their finished product prior to printing. Even after a project is turned over to the printer, it is still managed closely by Patterson/Bach Art Directors. 1 - Additional review is conducted internally and offered to clients in the form of "color chromatins", a last-chance look at exactly how the print job will appear. 2 - Agency staff then proof printer "bluelines" to check for final positioning before it is printed. 3 - Once printing begins, Patterson/Bach is on-site to conduct a final press-proof as the job is run to ensure the best print quality. Other communication mediums fall under this same scrutiny. Agency Photography Patterson/Bach owns and operates full camera equipment for in-field and studio assignment. There is a benefit to having a single group design, art direct and shoot a project to achieve the desired image. Plus you'll find our photographic services to be reasonably priced. If an occasion occurs where you need photographic services outside of our scope, we maintain strong working relationships with a number of professional photographers in the area which work well with our team of artists. Web site Review and Graphic Transfer Virtual reality enhances on-line editing and immediate proofing capabilities. Client and agency both see the same image from our own offices, at the same time. We can walk you through your next annual report review from anywhere in the world. We can also put any of your graphics, logos, etc. on our web site for easy downloading by you or another party. Confidential password codes will keep anyone else from accessing your web files. Copy writing Patterson/Bach has four writers on staff to quickly turn around press releases, radio and TV spots and public service announcements, headlines, ad copy, or in-depth brochures, annual reports and industry articles in a short period of time. Our team has extensive experience in writing copy specifically for advertisements, brochures, press releases and news-worthy articles destined for placement in targeted publications. Media Planning Patterson/Bach has developed long-standing relationships with representatives from numerous consumer and trade publications and other media vehicles at local and national levels. We are familiar with placing media in a wide variety of communication vehicles to position our clients' products and services. We research media options to determine the most intrusive modes to communicate to the client's target audience(s) if this is not yet pre-determined. With specific media chosen, production begins with the creative direction spearheading the entire process. CLIENT HISTORY Applied Digital Communications, Orlando, FL High-speed private WAN computer network solutions. ADS Environmental, Huntsville, AL Sewer diagnostic services for municipalities and engineering firms worldwide. Jack M. Berry, Inc., Winter Haven, FL Citrus grower and processor. CIPP Corporation, Hudson, IA Cured in place pipe; underground pipeline rehabilitation. Clark Lift, Orlando, FL Distributor of forklifts and material handling equipment. Color Wheel Paints, Orlando, FL Professional paint manufacturer. Destination Brochure Distributors, Rio de Janeiro, Brazil DBD provides the tourism/hospitality industry with a direct connection to Brazilian tourists by printing and distributing their brochures throughout Brazil. EcoScience, Inc., Orlando, FL EcoScience produces post harvest coatings and bio-fungicides for citrus and other fruits and vegetables in the U.S., Mexico and South America. Gendron Corporation, Orlando, FL Retail store development. Greater Orlando Aviation Authority, Orlando, FL Manages the Orlando International Airport and the Orlando Executive Airport. Griner's Pipeline Services, Mt. Dora, FL Sewer diagnostics, installation, maintenance and repair. Guardian Care Convalescent Center, Orlando, FL Guardian Care is a 120 bed long-term health care facility. Hartman & Associates, Inc., Orlando, FL Engineering firm. CLIENT LIST CONTINUED... Hayman Safe Company, Orlando, FL Safe manufacturer. Holiday Ice, Orlando, FL Ice machine manufacturer. Howard Fertilizer, Orlando, FL Howard is a fertilizer blender/dealer. International Speedway Corporation, Daytona, FL Owns and operates race tracks. Jamaica Public Service Company, Ltd., Kingston, Jamaica Utility company serving the island of Jamaica. Kissimmee Airport, Kissimmee, FL General Aviation Facility owned and operated by the City of Kissimmee Local Area Networks, Orlando, FL LAN develops and manages computer enterprise networks. Mears Transportation Group, Orlando, FL One of the largest transportation companies in the Southeast, also providing destination management and tour and travel services. Montverde Academy, Montverde, FL Montverde Academy is a 150-student coeducational private boarding school. Orlando-Orange County Expressway Authority, Orlando, FL Roadway planning, building and maintenance agency. Pandamonium Films, Orlando, FL Motion Picture Production Company. Professional Quality Analysts, Inc., Orlando, FL Develop and implement quality monitoring programs for customer satisfaction and business efficiency, specializing in the health care field. Seagate Software, Heathrow FL Back Up Technologies utilizing computer software CLIENT LIST CONTINUED... THER•A•PEDIC International, Orlando, FL International bedding manufacturer. Thru-Put Systems, Inc., Orlando, FL Software developers to increase work flow productivity in analytical laboratories. U.S. Blind Golfers Association Bob Wattles, Circuit Judge, 14th District, campaign work. Organizational Chart Patterson/Bach Communications Team City of Ocoee I Patterson/Bach Communications Account Managment Tim Bach Laura Radford President/Creative Director Project Manager Jennifer Steiner Project Coordinator Anthony Caravella Patterson/Bach Technical and Utility Liaison Creative Staff Greg Trippe Lee Gustainus Brian Wente Art Director Art Director Art Director PATTERSON/BACH communications, inc. STAFF RESUMES 4 I TIM BACH I EDUCATION: Cincinnati Academy of Design 1984 EXPERIENCE SUMMARY: 1996-Present Patterson/Bach Communications, Inc. President/Creative Director 1995-1996 Patterson Bach &Gibson, Inc. President/Creative Director 1990-1995 Patterson Bach &Brooks, Inc. President/Creative Director 1986-1990 Patterson Advertising Art Director RELATED EXPERIENCE: Mr. Bach has 12 years of related experience in advertising, marketing. Beginning his career at Patterson Advertising as an Art Director responsible for setting the graphic look for the agency's clients. Overseeing all aspects of print production, including but not limited to Product Brochures, Corporate Brochures, Corporate Logo and Brand Name Graphic Design, Direct Mail Literature, and . Annual Reports. As the Agency grew so did Mr. Bach. In 1990 Mr. Bach became a partner and was appointed President/Creative Director overseeing all aspects of the agency. As Creative Director his responsibilities covered the development of communication programs for a diverse group of clients including Equipment Manufacturers, Chemical Manufacturers, High Tech Software Developers, Service Companies, Government Agencies and Non-Profit Organizations. Mr. Bach's goal is to make positively sure that each client of Patterson/Bach Communications, Inc. feels as if it is the agency's only account. Here are some past achievements: • Positioned X.I.M. Paint Corporation as the premier line of industrial primers to the paint contractor industry using a graphic look that was cohesive across a broad range of paint products and easily expandable for adding other lines of paint. Utilizing their National Sales Manager's expertise as a degreed Chemist and marketing him as the industry's expert, "The Paint Doctor". PATTERSON/BACH communica (ions. inc. • Positioned Berry Citrus— Jack M. Berry, Inc. —as the #1 citrus juice concentrate producer in Florida. Communicated their strict growing, harvesting, processing, and double quality control production methods to the wholesale buying industry, "From The Seed to The Table".• • Developed E-Pass promotional campaign utilizing the fable "Tortoise and the Hare". Positioned key benefits of slow, steady, non-stop travel—The Moral of The Story, Get E-PASS & Get There a Hare Sooner, With E-PASS. • Developed fund raising program for the Citrus Council of Girl Scouts utilizing a Florida State License Plate, "For Her Future". • Developed Communication program to elect Bob Wattles for Judge. Utilized direct mail to absentee voters, billboards for overall public awareness, key speaking engagements to position platform to city leaders and influentials, "Stop Coddling Criminals" & "Kids Count". We now refer to Bob as "Your Honor". Mr. Bach's philosophy on advertising & marketing communications is direct, and to the point: Utilize the team approach when concept building Make the heart of your advertising / promotional campaign the core creative concept which will drive the look and feel of the campaign Through direct input from the client, market research when available, and your own intuitive sense of the market place, develop an incisive creative concept Choose the most intrusive media available to communicate your message Quite simply, find your target audiences' hot buttons, interweave them into your message, make positively sure your message is seen. PATTERSON/BACH communications, inc. LAURA RADFORD EDUCATION: B.S., Advertising, College of Journalism and Communications University of Florida, 1989 EXPERIENCE SUMMARY: 1994-Present Patterson/Bach Communications, Inc. Account Executive Copywriter/Media Planner 1992-1994 Environmental Science & Engineering Marketing Communications Specialist/Technical Editor 1991-1992 John Paling & Company, Ltd. Marketing Director 1989-1991 Flagler Hospital Public Relations Specialist, Hospital & Community Relations Department RELATED EXPERIENCE: Patterson/Bach Communications, Inc., Orlando, FL Ms. Radford has nine years experience in advertising, marketing and public relations. At Patterson/Bach Communications, Ms. Radford serves as Account Executive for Kissimmee Airport, Orlando-Orange County Expressway Authority, Howard Fertilizer and Stoller Chemical. Ms. Radford provides strategic planning, account supervision,and project management, and also writes copy for many client projects, including print ads, direct mail, newsletters, annual reports and brochures. She is also responsible for research, development and execution of media programs for clients, includ- ing magazine, newspaper, radio and trade journal placements. Environmental Science & Engineering, Inc., Gainesville, FL At Environmental Science & Engineering, Inc., Ms. Radford worked in the Marketing Division, primarily managing the firm's print advertising plan and coordinating the trade show exhibit program. Ms. Radford also worked as a technical writer/editor on project reports for the U.S. Army Corps. of Engineers; maintained the company's slide library for document production and presentations; and coordinated publicity for the employee Community Relations Team. PATTERSON/BACH contra anication s, inc. John Paling & Company, Ltd., Gainesville, FL Ms. Radford served as Marketing Director for a professional international speaker/entertainer (and former National Geographic film producer) at John Paling & Company, Ltd. The business focused on providing entertaining, yet educational programs for environmentally conscious organizations such as the EPA Office of Water Management, as well as corporate programs for organiza- tions such as the Ocean Spray Cranberry Growers Association. Responsibilities included development of all promotional literature including writing, design, and layout of a quarterly newsletter; sales information packets; brochures and a video. Ms. Radford also conducted sales to meeting planners and assisted in logistical coordination for event location, equipment, presentation materials and program content. Flagler Hospital, St. Augustine, FL At Flagler Hospital Ms. Radford assisted the Director of Hospital and Community Relations, developing in-house all projects involving advertising, marketing, fund development and event planning. Research and writing pro- jects included production of a weekly newsletter; a bi-monthly 12-page, 4-color magazine; press releases; brochures; weekly newspaper ads; radio spots; public service announcements; direct mail promotions; patient questionnaires and internal promotional flyers. Ms. Radford also placed media and coordinated hospital and community events including public health seminars, radio talk shows, annual health fairs at the local mall, awards banquets, and Pediatric character visits. Ms. Radford served on the Employee Contribution Fund Committee for community charity events, including planning and hosting Walk America with the March of Dimes on hospital grounds. PATTERSON/BACH communications, inc. CANTHONY V. CARAVELLA, AICP EDUCATION: Master of Arts in Applied Economics - University of Central Florida, 1989 Bachelor of Business Administration (Economics) - University of Central Florida, 1978 American Institute of Certified Planners (#069606) - 1991 EXPERIENCE SUMMARY: June 1998 - Present Self employed Economist and Land Planner 1987 - 1998 City of St. Cloud, Florida City Planner 1978 - 1987 Calais Graphics, Photographic Service and Design President and Owner 1977 - 1978 Glatting/Lopez, Landscape Architects and Planners Research Assistant 1976 - 1977 East Central Florida Regional Planning Council Planning Intern RELATED EXPERIENCE As City Planner for the City of St. Cloud, Mr. Caravella has had extensive project management experience, including scheduling and assigning tasks and coordinating research and analysis between City Departments and various outside consultants to prepare a detailed St. Cloud Comprehensive Plan. He has experience in the programming and scheduling public participation policy setting sessions and has standardized review procedures for annexations, comprehensive plan amendments, rezoning, and site plans for the City of St. Cloud. As owner of Calais Graphics, a photographic design firm, he acted as "team leader" for multi- disciplined projects using the talents of artists, public relations people, and copywriters. Mr. Caravella also has experience in the implementation of public utility policy and capital improvement programs, including the initiation of the City of St. Cloud reclaimed wastewater system. His involvement in public water and wastewater utility planning has provided him extensive experience in the understanding of utility functions including, but not limited to, potable water demand and supply issues, the need to implement water conservation measures for compliance with Water Management District requirements, and the linkage between potable water demand and sanitary sewer treatment and capacity. He has drafted interlocal agreements between the City of St. Cloud and Osceola PATTERSON/BACH common ications, inc. County on issues of comprehensive planning, annexations, transportation impact fees, and urban service area boundaries. Mr. Caravella also promoted inter agency staff cooperation with Osceola County, Department of Environmental Protection, Department of Transportation, and South Florida Water Management District, and has also drafted interlocal agreements with these agencies. He acted as a liaison, information source, and informal arbitrator for purposes of resolving conflicts between private parties on issues of land use policy. Mr. Caravella has been involved in policy development and problem solving and has experience in the development of impact fees, user fees, and capital improvement programs to fund needed improvements for the City of St. Cloud. He utilized thorough research, public finance procedures, economic forecasting, and computerized review procedures to aid in management of City's 5% per annum growth rate. Further he developed tracking procedures to coordinate timing of infrastructure improvements, and implementation of the City of St. Cloud concurrency management system, and championed the use of development agreements to aid the development community and ensure effective public/private partnerships. His experience also includes the development of an economic database necessary to track economic conditions for use in development incentive programs, and the production of feasibility studies and cost/benefit analysis to determine effectiveness of public expenditures for economic development incentives. He also drafted and implemented the first economic development incentive Ordinance within Osceola County (for the City of St. Cloud). Mr. Caravella has conducted public meeting workshops to set specific, measurable objectives for the St. Cloud Comprehensive Plan and other issues, and has made. numerous presentations at public meetings as City Planner for St. Cloud. He was spokesman for the City on planning and zoning issues before civic groups, the School Board, the Osceola County Commission and Planning Commission, and at other public meetings. Mr. Caravella also represented the City of St. Cloud on the Metropolitan Planning Organization's Transportation Technical Committee and elected as vice chairperson in 1992, the East Central Florida Regional Planning Council Planner's Committee, and the Osceola County Technical Review Committee. PATTERSON/BACH continunicaf ions, inc. JENNIFER STEINER I EDUCATION: B.S., Public Relations, College of Journalism and Communications University of Florida, 1998 EXPERIENCE SUMMARY: 1998-present Patterson/Bach Communications, Inc. Account Executive/Copy Writer 1997-1998 Meridian Behavioral Healthcare Public Relations Assistant RELATED EXPERIENCE Patterson/Bach Communications, Inc., Orlando, FL Ms. Steiner serves as project coordinator and copywriter for the Orlando-Orange County Expressway Authority. She is solely responsible for general project management including copy writing, research, development and execution of two newsletters which are designed to keep the public informed about expressway activities. Ms. Steiner also assists in the marketing and public relations campaign strategies for Kissimmee Airport. Responsibilities include writing press releases, communicating with media representatives, and assisting in the development of brochures and ads. She assists with project coordination, communicating production tasks with clients, art directors, and vendors. Meridian Behavioral Healthcare, Gainesville, FL At Meridian Behavioral Healthcare Ms. Steiner assisted the Director of Resource Development in coordinating advertising, public relations and event planning. Responsibilities included writing press releases, development of brochures, production and copy writing of monthly newsletter and event planning for the Cris Collinsworth Benefit Classic. Ms. Steiner actively worked in developing ads, flyers, promotional letters and the program guide with local and national sponsors, media and the local community for the Cris Collinsworth Benefit Classic. PATTERSON/BACH communications, inc. GREG TRI PPE I EDUCATION: Bachelor of Fine Arts Associate of Arts University of Alabama, 1985 Valencia Community College, 1982 EXPERIENCE SUMMARY: 1996-Present Patterson/Bach Communications, Inc. Art Director 1993-1996 EnviroWorks, Inc Art Director, Marketing Department 1990-1993 Freelance Graphic Artist/Illustrator Self-employed as Graphic Artist/Illustrator 1987-1990 PRB Advertising Design Graphic Artist/Production Manager RELATED EXPERIENCE: Patterson/Bach Communications, Inc., Orlando, FL Mr. Trippe is responsible for creative concepts and production of printed mate- rials, including annual reports, direct mail pieces, product catalogs, brochures, illustration and trade show graphics. EnviroWorks, Inc Responsibilities included illustration, creative and computer-generated art, for product catalogs, advertising, point-of-purchase, packaging, consumer brochures and sales collateral. As a member of the Marketing Department, Mr. Trippe participated in national trade shows and new product develop- ment. Freelance Graphic Artist/Illustrator Self-employed as graphic artist doing project production art for various adver- tising agencies and design studios in the Orlando area. Participated in produc- tion of printed collateral for nationally known companies such as Sears, Universal Studios, Florida, Orlando Renegades and Winter Park Memorial Hospital. Partial Client List: Chemoff/Silver, Coastline Studios, The Bottom Line, CarmichaelLynch. PRB Advertising Design Responsible for production of mechanical artwork, illustration, layout and design. Production Manager responsibilities included the quality control of all artwork produced by staff or freelance artists, and the coordination of printers, photographers, typesetters and color separators. PATTERSON/BACH communications, inc. BRIAN WENTE I EDUCATION: University of Central Florida Polk Community College 1994 1989 EXPERIENCE SUMMARY: 1996-Present Patterson/Bach Communications, Inc. Art Director/Computer Systems Manager 1995-1996 Intellistar Multimedia/Internet Designer 1994-1995 Techware Corporation Computer Artist/Designer 1991-1994 UCF Mac Lab Macintosh Consultant 1992-1993 UCF Office of Public Affairs Graphic Design Assistant 1990-1992 The Central Florida Future Art Director RELATED EXPERIENCE: Patterson/Bach Communications, Inc., Orlando, FL Mr. Wente's experience in website design and development, as well as an expertise in photo-manipulation, have enhanced the creative production at Patterson/Bach. Responsible for creative concepts and production of printed and digital materials. Also responsible for company computer system, includ- ing e-mail and internal networking and communications. Intellistar Involved with the design and creation of interactive websites, creating the art- work as well as web programming. Consulted with clients to create attractive, intuitive, and informative sites. Techware Corporation Worked on various multimedia projects. Involved with the design and creation of interactive educational products in association with the Florida Department of Education. Mr. Wente's role at Techware was very diverse, including 3-D animation, web design, HTML coding and light scripting on several projects. UCF Mac Lab Mr. Wente's duties involved assisting students with applications and trouble shooting problems with the computers. PATTERSON/BACH communications, inc. UCF Office of Public Affairs Mr. Wente produced brochures, mailers, and other various printed literature. He was also involved with the production of a campus magazine. The Central Florida Future As Art Director Mr. Wente was responsible for, and in charge of, all aspects of graphic art elements involved in the newspaper. This included composing and paste-up of any artwork dealing with stories. This also included conferring with individual section editors in conceiving the idea and format for the graphic requested. SPECIAL SKILLS: Mr. Wente is well-versed in Illustrator, Norton, Quark XPress, PhotoShop, Premiere, StudioPro, Supertalk, and Word. He is proficient in Freehand and PageMaker. Mr. Wente's technical skills include troubleshooting computer problems, installing computer software, evaluating software and hardware, and configuring systems. Mr. Wente's knowledge of hardware includes the entire Macintosh line, removable storage media, RAID systems, LocalTalk, and Apple Scanner. AWARDS: Polk Community College Student Art Competition Best of Show Best of Painting Best of Watercolor PATTERSON/BACH communications, inc. LEE GUSTAINUS EDUCATION: Associate of Science in Graphic Design Technology Valencia Community College, 1994 EXPERIENCE SUMMARY: 1997-Present Patterson/Bach Communications, Inc. Art Director 1997 Four Graphics, Inc Typesetter 1995-1997 Merkel Schleicher Graphic Communications, Inc. Graphic Designer 1994-1995 Orlando Regional Healthcare System Graphic Designer RELATED EXPERIENCE: Patterson/Bach Communications,Inc. Mr. Gustainus is responsible for creative concepts and production of a wide variety of client projects, specializing in print formats. Four Graphics, Inc. Designed and produced printed material such as brochures, self-mailers, ads and logos. Provided typesetting services in a fast-paced, print production environment. Merkel Schleicher Graphic Communications, Inc. Worked in all areas of production, interacting with creative directors, art direc- tors and clients. Designed and produced finalized computer art for brochures, mailers, print ads, logos, posters, package design, billboards, stationery pack- ages, and specialty items. Prepared slides and photos for scanning, and pre- pared computer files for film. Orlando Regional Healthcare System Designed and implemented changes to brochures, letterhead, instruction manuals, and business cards. Interacted with clients to design visual presenta- tions communicating different company events. AWARDS: First Place - Brass Ring Awards - Silver Springs Brochure Design Merit- Seminole Community College Art Show for illustration Six consecutive scholarships awarded through the Department of Visual and Performing Arts at Valencia Community College PATTERSON/BACH communications, inc. SUBCONSULTANT EXPERIENCE AND PROFILE Mr. Anthony Caravella, AICP Mr. Caravella is a certified planner through the American Institute of Certified Planners and has twelve years of experience in private and public sector planning, utility capital funding mechanism development and implementation, capital improvement programming, revenue analysis, and public policy development. Mr. Caravella was the City Planner for the City of St. Cloud (population 17,000) for over ten years. As City Planner, he supervised the City Planning Division that is responsible for development, administration, and implementation of comprehensive planning (including water and wastewater utilities) and concurrency management. As City Planner for the City of St. Cloud, Mr. Caravella has had extensive project management experience, including scheduling and assigning tasks and coordinating research and analysis. He has experience in the preparation of reports and briefing documents and in public presentations before various Boards and elected officials. Mr. Caravella holds a Masters of Arts in Applied Economics and has a working knowledge of economic and financial modeling and analysis, and marketing research. Other related projects and tasks which Mr. Caravella has developed and implemented include negotiation of several successful contracts and agreements with developers, the Florida Department of Transportation, and Osceola County;selection and administration of consultant services; and economic development program creation and administration including generating feasibility and cost/benefit assessments. His public relations knowledge includes experience as owner of Calais Graphics, a photographic design firm, which he operated for over eight years. As owner of that firm, he acted as "team leader" for multi-disciplined projects using the talents of artists, public relations professionals, and copywriters. • PATTERSON/BACH communications, inc. KISSIMMEE AIRPORT - CASE STUDY • Kissimmee Airport History Kissimmee Airport is a general aviation facility that provides aviation services to private and corporate aircraft who fly to the Central Florida area. It is the closest airport to central Florida's area tourism and is central to Orlando's fast-growing business community. Problem Kissimmee Airport called on Patterson/Bach to create a whole new image. There was no continuity in the airport's advertising program, and marketing tools such as brochures and printed ads were out dated. The airport needed a creative mar- keting campaign that would effectively communicate Kissimmee Airport's key selling point (location), as well as promote its facility and growing amenities including an Industrial Park and future Business Air Park. The airport needed its communication program to be effective with three different audiences: 1) corpo- rate pilots and schedulers; 2) recreational aircraft owners and pilots; 3) local resi- dents. Solution Emphasizing Kissimmee Airport's location, and playing off the name of Walt Disney World's Magic Kingdom, we developed the campaign theme "Closest to Orlando's Magic." This was later changed to "Closest to the Magic of Central Florida" to encompass a broader geographical region. Graphic elements feature area tourist attractions and the airport's amenities and services. These elements . communicate a strong message quickly, clearly making the connection between the airport and its proximity to popular destinations: convention center, theme parks, golf courses, etc. Press releases were developed to announce Kissimmee's new campaign which was first revealed on its new 10 ft. x 10 ft. trade show booth at the industry's largest trade show exhibition. The booth has changeable message panels that highlight its services and amenities, enabling Kissimmee Airport to communicate its differ- ent messages to its three different audiences. A corporate and private pilots brochure was then created that incorporated the same imagery. Following the trade show, we began national media advertising utilizing the same images and establishing a recognizable identity. Press releases are distributed locally and nationally on a regular basis to promote the airport's growth and an informational "keep-sake" post card is being produced for direct mail opportuni- ties. Currently, we are in the process of naming the future state-of-the-art Business Air Park and growing Industrial Park. The development of this prime location will have a significant effect on Kissimmee Airport because it will offer unique benefits to tenants and will help facilitate further economic growth. It has the potential to become a nationally recognized business park blending aviation, business, leisure, and technological innovation into a unique world-class facility. PATTERSON/BACH KISSIMMEE AIRPORT MARKETING COLLATERAL KISSIMMEE AIRPOT KISSIMMEE AIRPORT grutiodv Trade Publication Ad servi •*-` •a �" ' four color ,.,.1i pea ..� .acanitiQxr ill—: CLOSEST To * . � I- *- luf,„,iEl f t°• 'Central Florida ` ..►a ,:74-...-., CLOSEST TOS]p•' ., + 4� w - is Trade Publication Ad .;t „. �I a o iC 1 iN t• •• u black and white a _ cera lflon a ...Mcatton '_ c KISSIMMEE AIRPORT ' „ F11 IA.for; ,,,10S-1,t1, z} I ,. if Jtiei;iaNlmnu,rdl {t cl ,*4 ". Ind 1lnl 1. Oaf* d + Adialp. CAS1,w d Corporate&Pilots Brochure T��� — j "Closest to the Magic of Central Florida" 6 , �' x "" four color a4� _ ....,.,+�.«... — tlj�14 min 14.aAminn/a kiwkm 11"$ i••11,11.--160, > .. � KISSIMMEE AIRPORT ,,,,„„..5.,_____. l'� =` Press Releases Local and National • :-_ ;_" press coverage i L CLOSEST TO * Orlando's o's MEDIA PRESS KIT AIRPORT KISSIMMEE mooing a rnmrJ _: —(7..0,30. ure —Eln--. ++.�, n?!}?'`nl.o f rPnnn"and plrnt C ni S*TO • sua.m.m�A Orlando's. mm^u Ld Park 7l.t.@,pq�{�] L'm�xellv.rxl , 1 _ . :1{Y:F,„, Ad.mums Media Press Kit niglu 5 knMs Arctrall;7,?' NBAA'98 Promotion'! a"A`"'""' I l lions r "mrn, "Closest to Orlando's Magic" � � _'� 1;,,g,,,x.,,,a1 Trade Show Booth "Closest to Orlando's Magic" PATTERSON/BACH communications,, i n c. C CREATIVE CASE STUDY Orlando-Orange County Expressway Authority • "People Making A Difference" and "The Moral of The Story— Get E-PASS" work history Patterson/Bach's first project for the Orlando-Orange County Expressway Authority (OOCEA) was their 1995 Annual Report, followed by their 1996, 1997 and 1998 Annual Reports. We have since taken on many of their marketing pro- jects. problem A couple of years ago, Patterson/Bach was called on by the Authority to produce several promotional pieces in conjunction with the fast-approaching launch of E- PASS on S.R. 417 in Seminole County. They needed a communication program to reach expressway users who were not yet sold on the concept of the E-PASS product. E-PASS automatically deducts toll fees from an individual's personal account, tab- ulating transactions through signals from an electronic transponder attached to the vehicle. The E-PASS transponder gives the expressway user the advantage of non-stop commuting on toll roads. The promotion required that we communi- cate a nonaggressive, nonspeeding approach, and still show the time saving, has- sle-free convenience of E-PASS. solution Drawing from the "Tortoise and Hare" fable, Patterson/Bach developed "The Moral of The Story." The Tortoise emulated the positive features of E-PASS; the steady, forward, non-stop movement getting to his destination on time with no stress. The hare, who was always beaten by the tortoise, reinforced that the hurry up and wait, stop-and-go speeding method of travel is not wise. Newspaper ads were developed to kick off the campaign. These were followed by a direct mail program and newspaper inserts with the headline, "Get There a Hare Sooner with E-PASS". These pieces were designed to promote remote location signup events with free installations of the E-PASS transponders. All three projects were completed from start to finish in less than two weeks. For greater customer convenience, the Authority teamed up with various Target stores strategically located throughout the Orlando area for remote sign-up oppor- tunities. Radio announcements on WDBO and a guest appearance by the Garden Rebel helped draw record crowds for these events. PATTERSON/BACH EXPRESSWAY AUTHORITY ADVERTISEMENTS Seminole County E-PASS Promotion — Newspaper Insert E-PASS is Coming to Seminole County tv 1 Four page,four color '-- HE MORAL OF THE ,^"r' ` " 'r - tae,, . E-PASS COMING SEPTEMBER 911 STORY... 7 t 3 ® ' GET AN E-PAS S. r t EPASS ,,,D-,(4,1,,,,%-_,...0,...,:).., 6: , i,r.4. - NOWAVAILABLE-BEELINE PLAZA s - Air AT ORLANDO INTERNATIONAL AIRPORT With de tow EPASS awe .,u aaa.,au news e... �E'::. .r ERE A HARE m1eakfrole,1.y.te.E-PASSvne..evdLN.de.il,eac,6. SOONER WITH [—PASS endo y;ar^� 417 la Semisok(comfy The Wit Ls Ova! 4.- • ' R-PA`rw ctitr lame moan yon hnt oven E.PA590md Prada}Ea,.Tell tal ll Waco.Ai. h...to moth Got.n EPASS r m awmea sand.cams:Ey,all alma-d,a/dl up maps.SA 417 oil Aaa tally 6. .n P. le. ".. additional eat.E.PASS appkwenrs msP+Mnta ..tOw <E.Pwasas.Ia on.ona eraaataa an 3e ' ASS I N.a ilabla at rq a....1 1,...,6, Oe Not E PAU Enda �. a lima raoD.W.4 mall peon Tk.EPAM at sm.a.Q.ra300W13010 for ro ores coo,sea13 PASSdool Poo do adAta i.4" .wmte.dl&PASS.a well o.0 ..mnada�9p d twee ed t aneo�,llto-.,d.ee se o.m—.n -Ft'k' i et be a e ymoon a oaPA E- SS 'Ea awe l SrM E. 3S. ..; %Muds A.0It SNwin fale.kr 7 Sava Gomm^„ ,]lead. �o f 'P Um/✓Sire.NI kat Y.16 WWI Wins.bl y Wald. L=-t ar 111.7.wrsiA. am,In Glu Ma lam. %Mar f_ £-71,.. E-PA$S SERVICE CENTER OPEN MON.-FRI.7.30 A.M.TO 7 P.N. mww+amta.s..ta..a.wyrls7r SAT.9 A.M.TO 1 P.M. MAU= CALL 81E—PASS /11.1.111 EPAl as*vice a the Odaado-Onngoecarq Arms: ay MalaMy E-PASS COMING SEPTEMBER 9th t+'.- p-.r1..R,{3, . SaMak tr.M _ � dtmTr. E-PASS Promotion ( ov�r� - ni Newspaper Ad �� , A t ►1 Moral of the story... E•PASS COMING SEPTEMBER 9th 4 r -:.a, fir•,_, .,..:. � .:f., / . ri.. VV,ET THERE A HARE fi,, 1" � SOONER WITH E-PASS Seminole County `e d ^‘. /1 r� � . 5.11.417 In Seminole County 4 lJ s '"',�.e. E-PASS Promotion ate The O . ,r E.PASS.central Flatd.;Pxpr.Tal c<Dedae Newspaper Ad :i'Ly`it V *rm.•mentor toS.mrmLC.atgl Ewer,toll 417 Al E-PASS is Coming to i I m ia sod.441 map 5 Seminole County �!`I 1 - bat poory°tmhow E oh SR. 171 `°'nerhoto411 Gat Your E-PASS Body! T.E.PASS Sr.l".Cesar s mo ml m woos ea,.hadoed.Err the emit mod i�580 WDEO S ' ET THERE A HARE lot hm renoto EBASS Ibdlmiohe,.ot. Spoolal gifo e,d fma WDSSO t.Atm to the fist 58 SOONER WITH E—PASS mamma.:oho dln op ke E PASS' S.R.417in Seminole County Sign lip at TARGET m.VAR k Ord TOLL Saturday,September &FASB went dant kayo m teapot dl lain]A 4.cmnr 1211 7:00 tan.to 11.00 am a....anarlod mpa ah. do tail ta t m m.p,r Chde lTarget m Ped&,6 Lek.Rd. .. .nd.,.,. aa o1 dd,ear pt loll n from•P.pld emu. Mat t6.Grp LL131, Ot Tow&PASS Nub/ Rett Vlaamt Slums 1.0.&PASS Somas Oars l..s,mpu aoat e.aphba6sA B.a eho mai, and join 500=00 Is.malt..,.aa.&PASS r.ml6tm...au spm,.l p1.and Ina? a.hao ant.!n 50 eememan oda:,sang,fa&PASS. Inca tbaldoi MSS 6y.feasa11111a1M/{m 7177 W.drtElµMyst 29 Stria Slplaelm 7 •l..a.w.. 7e...le MN.. fwl $1•1301$1•13011006. . 11YY1 111Iw.I.MME li. aNW.Pok.SO2aft6 VIYawl ir Seminole County E PASS Promotion Lookt anRPAIappkcatlonm.adayti Direct Mail 'aP"""''`ts our"'"'`"°`�'� E-PASS is Coming to Seminole County Tri-fold,four color PATTERSON/BACH (EXPRESSWAY AUTHORITY ANNUAL REPORTS 1 9 9 5 ExpressNews ANNUAL R EPOR T Quarterly Newsletter Eight pages,three color I f, .o.•...f. A kVn..W a the Acn.M 0,MI 000WC Tgc CN^M EhIRev.O.AUAgnh — Soudvm C°".'« ^. —Extension Opens •.1` `riff' [ ..,RILi- with E-PASS' _ , :1111.411111111 NEM. 1.1111.11 a ry n. . - — 11.1111 IT ,.A t '' aNMr i ■X [ • .N I... MM Yl' F � _'Ji rel te.. rtµ..ti•....... .._..., .�.,�.- ... .�. .. ' M.n Wp.u. ... MI= 1111111111111111111111 t'.RNv..A''"- 111111111111111111111 wo allwpy Alignment I..m•'.l R V •m••�'W...•.,I�o resits TumplkeMI , m TR-MC* ,w, R• • ari n.U.�.R.I'Na A _ M.141n U.S.4s Adopted m.,....di►...a.u+.. ..e.•••••1••••••a. fn...n..0A: .•I •.•Ow* ,•fix i....+..�r ,, - -.. r. xr II�iJV Y.J.IY..U.v9 'Aga..•In.A wag.1 OR ..,v".. ..,,IA..R.� of as iv., ANNUAL •.1Mn.t :7:::.:".Z..."7::: .:,:.M w..l.M1 RERPOR61 N.1...... I...4,.., ...pgbrlw.a,Ao• 1 .... w;rr.w..•...rw S� w....n.,«nes.,•a ..r•,...w..••e.real,_ 1995 Annual Report MAKING A DIFFERENCE 66 pages,four color .a= u = '- •- i�, A lam'; res+ — <f`: �.... n l+ 1996 Annual Report 64 pages,four color PATTERSON/BACH communications, inc. CREATIVE CASE STUDY Orlando-Orange County Expressway Authority INTEGRATED MARKETING PROGRAMS "We Get You There...We Bring You Home" Problem Working with the slogan, "We Get You There...We Bring You Home", Patterson/Bach was asked by the Orlando-Orange County Expressway Authority to develop a new graphic look that would portray the appropriate image and relate to their existing theme. Solution Our first task was to develop a new graphic look that complemented the slogan for the Expressway Authority's Annual Report. This graphic image became the signature look for their 1998 campaign and has since been used in each of their new marketing tools with only slight modifications from one piece to the next. Next, we redesigned their newsletter, upgraded their trade show booth graphics, produced an ExpressMap, a billboard, coffee mug and key chain — all with the same imagery. Discussion Integrating marketing programs to work together and build on each other is an important consideration when we take on a new project. It is critical that businesses send a clear, consistent message and image when communicating to their customers. This also shows a good example of the importance of taking the time to develop the right image for your audience. A company's entire persona is portrayed through its marketing materials. New "graphic looks" should be created to promote ongoing business strategies, with the versatility for long range use in mind. PATTERSON/BACH ( EXPRESSWAY AUTHORITY MARKETING COLLATERAL j I M nTIFi ' 19.a 1 Iln,rn. •■___ 1997 Annual Report EzpressMap jj, m We get you there.. We bring you home. -1-."*. ryew . . ExpressMap s+yx3'= y Wegetyou there... we get you there..: + We bring you home. •�. We get you r er>e... We bong you home `®� � r = i. . We bring,i i home. - r���/' z t_ _ii I JtExpressway -1.— i,' � ,. ,..-Navig ator=)--� ;. it ,- ..NA.,. -- - BOB w.••11 wt.11nm.Wee wM1q Wu hone Inside Introducing...Expressway Navigator �-yT News oR oewe wtmonan " u oyC-�nu m+.em.=r7e= o"roatel imb.m.r.o tav artlno �WaA.a by 8 gin d.e, G.wnd In Jura We Ge You There... n +�`enderne�Pon plom admY,sperwa maWam 4b aFDP&,M1VIaow. I. Added»Un nr.ny y,—. _�9- T .i..e.qe eent nd..�6 We os a faun Mal.Min N Ncs �ria5�Now cme AvailabJ Solana No Ye l�ar�p� Bee Line East Toll Plaza Coming Down y'�� Nr Bring You Hamm.. E .ieq �v Met peap..m.aroia dwIme J Itv reale toad IMMO.'ON alINOcerlas a, 31.6 Wad 111,01.11 Take caaeria, alailn t.du le Keychain Promotional Itemtand•at m.��▪ae.+d.we�. ", atr en ".6mp.W eeta,Dw.= 'MAlimaa mds tap WC We get you there.. l�� ExpresswayNavigator We bring you home. E-PASS Now S.es Time - _^ And Money - Spring 1998 Cl'... ..e.swar Newsletter Ra.W• T.ir sir*p ,.�-' We get you there... goo...goo...a(..ea...c� �llal H la...lwry `" adianWe bong you home. ..1.. a»anmdo..�ao..runa.aer..w.�p�•.or'ram. CI w.a.n taolowe, xmensaaeapafngdry 4*ao'P�s>A ....... V Pre Iwe Fay, I rut hat aidY.a0dw s%aJR o. maweampm.a a,eme u. lao� nO m. en ',awe,a M1,70tm der. '..."' i.0' '�MAC _ We get you there... %,- We'ihring you home:: , i ,... 146.-041-. :olio/ ':',3 Life 'Jr ,I l' r .+j.* �_- www.00cea.eom r ' ,}, ��� y - -• •i PCY . K.� p '�artnerships An ,4 - , 5' Billboard We get you there.. Environee ''`i;, We bring you home. Tradeshow Booth '' We get you there... We bring you home. PATTERSON/BACH communications, inc. JAMAICA PUBLIC SERVICE COMPANY, LTD. M History The Jamaica Public Service Company, (JPSCo.) is primarily a government-owned electric utility company providing the sole source of electricity for the island of Jamaica W.I. Problem Having completely reorganized its leadership and management staff, the JPSCo. needed a document to reach the international investment community to help fund its expansion projects. These investment dollars would be used to update the power generation infrastructure providing electricity to the residents and business community of this island country. Solution Historically, JPSCo.'s Annual Report was used as a score card document, communicating only what happened in the past. Furthermore, it visually had a dated format and design which no longer complemented their desire to project a new modern image. Patterson/Bach recommended taking an innovative approach which would elevate the Annual Report document to a higher standard by also serving as a visionary communication tool for multiple marketing purposes. The new report was produced presenting the current financial stability of the JPSCo., while introducing potential investors to the newly reorganized management team, and effectively communicating JPSCo.'s expansion plans for the future. Additional items such as a calendar and Christmas card were produced to communicate the company's new vision to their customers and business partners. PATTERSON/BACH JAMAICA PUBLIC SERVICE COMPANY, LTD. 1996-97 Annual Report four color YEW 1111111k 111W 01111111MMEEI 1998 Customer Calendar • four color 1997 Holiday Card four color PATTERSON/BALI communications, Inc. CREATIVE CASE STUDY Netafim Irrigation, Inc. history Netafim Irrigation manufactures and sells low-volume "drip" irrigation products worldwide. Netafim was an early pioneer in the industry, developing efficient methods in Israel for more than 30 years. Their products are top-of-the-line quali- ty— the "Mercedes" of the industry. problem Netafim pricing reflects high quality. Their products are also very complex, high- tech instruments with small emitter elements that, at a glance, do not appear to show superiority over a competitor's less expensive brand. It is a significant investment for a grower to purchase a field of irrigation "dripperline" and other system parts. The challenge for Netafim sales staff is to better educate growers on the features, advantages and benefits of their product line compared to their competitor's brands to increase perceived value. Netafim also wanted to increase product recognition by name. solutions First we created dynamic two-dimensional visual renderings clearly showing the inner workings of Netafim dripperline for each of the various emitter types. The sales force can use these images as educational tools to point out intricate details that are not easily visible at actual size. These images were introduced at the industry's largest trade show in the form of free-standing light boxes and 70"x 70" back-lit murals in Netafim's trade show exhibit. One of the emitter images was rendered in a 3-D version. In reality, the emitter is enclosed in a black opaque dripperline and customers cannot see it working in the field. Shortly following the trade show, we rolled out a series of educational ads for three grower/market segments utilizing the same images and featuring key bene- fits. Next, we developed a 3-part direct mail program to support the print ad campaign and to generate lead responses. The direct mail program was highly targeted geographically, by specific crops and grower acreage. The first grower mailer consisted of an over-sized postcard. One side introduced Netafim's new print ad; the reverse side displayed a head-to-head comparison of Netafim features/benefits against their top competitor. The second mailer consisted of another oversized postcard variation that included a tear-off reply card. The postcard offered a free Netafim irrigation uniformity test kit. The attached business reply card requested important grower information to help build Netafim's grower database. PATTERSON/BACH communications, lnc. The third mailer was sent in a 9"x 12 envelope that featured the same test kit offer on the outside of the envelope. Inside materials included lease-financing information, a postage paid business reply card offering a free test kit, and the introduction of Netafim's new dripperline brochure. These same packets were also sent to Netafim dealers, with additional cover letters, design manuals, technical product sheets and samples. Throughout the growing season, farmers received the same consistent mes- sage in various forms. Leads generated by the direct mail program were fol- lowed up by mail and sales calls. PATTERSON/BACH NETAFIM IRRIGATION DIRECT MAIL pie-'?1' R . i, -,' 4, 4' ikr Is h :F Enough? � 2nd Mailer NETAFM R ErwE Tested Postcard with Reply Card&Offer DRIPPEREUNE IS BETTER Four color NAN TAPE owl.mon..a -EMIL .. ...........,- BMX RE NerelOI .r " w:a' m " : m a..,.7 ..: A... . nom.r.a....e. ,w . l A_ lim M,.w`aw.......a...,. .RA. r ....--,..wed . +M.""''n''"%t:.M::: ,'i.tih'. n.M d.r r nor ' 1 .r.rtm�.e....•'• ..00: , , enc.. =3 �� • ��ti_ _ — a , �t lT fl . ' J1r/N��DRIPPERLINE, l�f . =.....:.::::: ""....- E ....:'‘ - ,•rtOhRs4"46n;VPoints to tu �'� •n 'Pr`fi' -`� `�.�.__ 1st Mailer :=:"..==— E m- 4e.. .zm.t i ' 4 Attack Ad Postcard FREE NEEIFIN;IOW YIR11nON TEST Ell OceER �^�'° '+^ •�' Four color NL 'IB4 ...Engineered Specifically for UIlVaRlRATE r' 'Pr' Row Crop Irrigation SSE ...P..,,._.a B ROOM 1V11na rCA 037D Lease Financing Makes Acquiring Your FREE DRIPPERLINE SAMPLES INSIDE' e. Netaflm Irrigation e r.,l.s.Rarrvr d w.�r System Easy! ' i Engineered tp.eifkanyfor ROW CROP M . I`[i l -::: CROPS DRIPPERLINE g7"' ,. <N1rrAE7M .' .c .._r.,7':.7,%'• ._.ss. - 71x+L:dAo "OUeI ry 3 -fR.Ol4 � \. y .....'...BRIM 1fh :illi,,,,,,. F � '�+ • w l _ ...It*. i i to,„roan .r. `� 4v :: �:�..�� IY�1iJ11 riv�� �r�„�� �"r r. NIL fF ` ^Cx_ r r , - , "MARLINE' ►�IMY "11tA0R 7 ---;;,=7,---..: --7if ..mow..: - ........... 3rd Mailer ==4 .?s't! Row Crop Brochure,four color "ten""' " Sample Card,four color Lease Financing Info Sheet,two color Reply Card,four color 9x12 Envelope,two color N CAMPAIGN DEVELOPMENT Project vs. Program Approach Patterson/Bach foresees two types of program options to achieve the City of Ocoee's public communication goals. 1) Project Approach The Project Approach would encompass a one-time effort with specifically identified deliverables designed for a short-term communications campaign. The key message may be promoted through a brief media blitz. 2) Program Approach Our recommendation would be to initially take the project approach,but expand early communication efforts into a long-term water conservation program that can be utilized by the City indefinitely. The Program Approach will provide greater long-term value and continuity through a fully integrated marketing communications program. Campaign Development Process 1. Define Scope of Work We plan to thoroughly assess your current situation and specify the desired outcome before considering recommending a customized public relations program. • Meet with City staff • Assess Needs and Purpose of Campaign • Identify Educational Goals • Specify Message to be communicated 2. Conduct Research As goals are clarified we will want to gather as much specific data as possible from staff interviews, existing literature, public education documents, and other research data that exists. Should research studies be deemed necessary, we are prepared to assist and coordinate such functions. We will also review other municipal programs with similar goals and provide a report summarizing findings and recommendations. • Assess Water Management Requirements & Goals • Identify Measurable Statistics • Analyze Similar Campaigns in other Communities • Study Available Data on Cultural Diversity and Lifestyles of Ocoee Residents • Provide Summary Report with Campaign Strategy Recommendations 3. Creative Development The creative process is driven by the direction of specific goal requirements. The Project Manager will serve as the liaison between the City of Ocoee and agency personnel, guiding all creative processes to complement the desired outcome. • Determine Project or Program Approach • Develop Campaign Theme • Refine Program Content • Create an Identity to Carry the Message • Design and Present Several Creative Concepts • Produce Approved Deliverables 4. Program Execution The overall program will be closely managed by a team of professionals with plenty of depth to ensure quality and quick responsiveness. We anticipate the need to quickly initiate short-term goals as well as build onto the campaign to generate ongoing water conservation benefits. • Oversee Creative Production • Assure Quality and Content Control • Manage Use of Staff Time and Budget • Create Immediate Awareness of Timely Issues • Serve as Liaison consultant to city commission, staff and civic leaders • Provide Expert Opinion on Communication and Water Conservation Issues • Build Longevity into Campaign Program +Extend Value of Program Investment + Utilize Program Tools for Ongoing Communication Needs +Enhance Public Image of City Utility Provider + Soften News of Future Rate Increases + Submit Program for Award Recognition Opportunities + Develop Water Utility Conservation Program Depending on campaign goals and strategy, a variety of communication avenues may be utilized in order to educate and build public awareness. We will explore all opportunities to effectively gain as much exposure as possible, aiming to influence a positive affect on water use consumption. These avenues include, but are not limited to: • Public Service Announcements • Press Releases • City and area wide school contests • Utility Statement stuffers • City of Ocoee News to You newsletter • Billboards • Develop character, identity, and/or standardized format for long-term benefits • School Newspapers, etc: • Municipal Web Site and other appropriate Internet locations • New Resident Packages • • West Orange Times • Orlando Sentinel: Ocoee/Winter Garden Supplement l CUSTOMER RELATIONS CUSTOMER SERVICE Providing superb customer service is Patterson/Bach's highest priority. We make every effort to respond to customer requests as quickly as possible. Your account managers will be available to you 24 hours per day. Our goal is to become deeply knowledgeable about your city, serving as an extension of the City's staff. Patterson/Bach focuses on developing long-term relationships that will continue to meet each customer's changing needs well into the future. FINANCIAL PRACTICES History of Profitability Since the agency's founding in 1963, our shop has always recorded a profit for 35 years of financial stability. Should detailed financial documents be required, we will gladly furnish them upon request. Compensation Patterson/Bach maintains flexible contractual relationships with our clients. As a service company providing advertising/public relations services, we strive to adapt to our clients' needs, including how each of them prefer to arrange financial obligations. Some clients hire us strictly on a flat fee basis and others prefer to work with us on a fee/retainer system. The bottom line of the contractual agreement must end up with both parties walking away with a win/win situation. Recommended Fee Structure Should Patterson/Bach be awarded a contract with the City, we recommend structuring the fee schedule into three billable areas: 1) Planning and Concept 2) Creative Production 3) Project Management Planning and Concept fees would include initial payment for situation analysis, the investigative report, and conceptual planning of program content and creative themes. Creative Production fees would include project specific production costs by artists and vendor outputs per each deliverable. • Project Management fees would coincide with commencement of program execution as soon as the plan is approved. Project Management fees would ideally follow a monthly retainer structure. Insurance Patterson/Bach's General Liability policy includes limits of$2,000,000 General Aggregate, Products limit of$2,000,000, Personal Injury limit of$1,000,000, Fire Damage limit of$1,000,000; also scheduled item per item is our computer equipment and cameras; Commercial Automobile Liability includes Combined Single Limit of $1,000,000; and Worker's Compensation and Employers' Liability limits for each accident of$100,000 with Disease Policy limit of$500,000. I • A TT 4‘ r I. 1 I ji communications, inc. 6 1 ' w . 1 CITY OF OCOEE COMMUNITY WATER CONSERVATION PROGRAM 1 BRIEFING DOCUMENT February 10, 1999 1313 W. Fairbanks Ave.•2nd Floor•Winter Park,Florida•32789-7103•phone(407)645-1880•fax(407)645-1985 e-mail:office@pat-bach.com•web:www.pat-bach.com • 0 0 • Patterson/Bach Communications, Inc. • A unique firm providing "Integrated Marketing and Communication Programs". • Our Team is a group of experienced communication experts who bring Creativity, • Technical Expertise in Governmental Public Sector Communications, and strong • Public Relations and Account Coordination skills to the City of Ocoee. • • Tim Bach—President/Creative Director • Oversee the creative direction of the communications program ensuring • that all of the team's efforts are harnessed to achieving the • communications goals of the Water Conservation Program. • • Tony Caravella—Technical Liaison • Provide market, demographic and lifestyle research, and analysis; and oversee the public participation of the communications program. Through • research, Tony will provide key insight into the concerns of residents in • Ocoee, and take our water conservation message directly to the people • using a grass roots approach i.e. attending Home Owner Association • Meetings, City Commission meetings, functioning as the spokesperson to the community. Having been in your very shoes we feel Mr. Caravella's 1 experience working in government will give us insight into the concerns 1 that city officials are faced with on a day to day basis and help our team • develop appropriate communications strategies to meet these needs. • Laura Radford—Account Manager • The City of Ocoee's main contact, Laura will lead the team coordinating all aspects of the communications program from public relations efforts to • individual project production and budget management. r r a P. a • • p p a 1r a. 1 0 • 0 • RESPONSE TO QUESTIONS 0 • • QUESTION#1 • • How do you propose to convince people they are being "wasteful" without making • them angry or defensive? • • • Education. We can't affect long term behavioral changes in water consumption by merely telling people what they are doing wrong. Instead, we recommend a campaign that will help customers convince themselves to reduce usage. An educational approach should increase awareness for the impacts of conservation and the reasons why it is so important to ensure long term availability. Messages should teach that reducing consumption is the right thing to do, requires little effort, and that it has its rewards— including financial ones. people get angry and defensive when persuaded by force or accusations - instead, take an educational approach focus on positive aspects of conservation - conservation is good for customers, plus good for the environment - show how they can save money by acting responsibly - Example: increased support for recycling programs: - Communities have made significant progress in recycling participation using an educational approach that makes it easy for everyone to participate in. Recycling gives individuals a good feeling because they know they are making a positive difference even without financial rewards. • ' s 0 4111• • • QUESTION #2 i How do you propose to.educate people about water conservation without making • them feel like they are being "talked down to"? • • • The communications campaign should identify the NEED and IMPORTANCE of conserving water. People have a natural desire to improve their quality of life, but to initiate change they need to feel empowered with specific, easy things they can do individually. In order to effectively communicate to a broad audience with diverse lifestyles and levels of interest, comprehension, and consumption, the campaign should incorporate a simple, unified message with a common theme. - Should appeal to everyone, regardless of income level, social status, etc. • - must feel that they, individually, can make a difference - ultimately, the decision to conserve is their choice - provide alternatives and options (water-saving devices, landscape choices) 0 0 0 0 • • ! ! • • • • • • • • • • p. 1 • 0 • QUESTION #3 How do you propose to make conservation measures look attractive or worth trying? The public needs to begin thinking of water conservation as an important issue that requires immediate action. To seem attractive and worth trying, water conservation needs to be positioned as a benefit to the community, and one that will continue to affect quality of life for Ocoee residents. - target underlying motivating factors - hope for reward - fear of consequences - identify the costs of failure to conserve - promote the benefits of conserving water (economic and environmental) 411 - support participation with positive reinforcement - send incentive messages that encourage action - recognize value above and beyond money (doing something good) - relate benefits of conservation in visual examples (ex/ leaky faucet costs) - special notices on monthly bills (Congratulations, you've saved...) • • • • • • • S S S • • • • • • • • S • • • a • • • a QUESTION#4 • • (A)How do you propose to provide ongoing education so that people don't fall out • of the new habits that they have formed (in regards to water conservation), • In order to remain more than just a passing phase, water conservation needs to • become part of Ocoee residents' daily routines — a modified lifestyle, very much • like recycling has been absorbed into most households in a relatively short period of time. To maintain awareness and participation our campaign needs to continue • beyond its initial launch. • • - short and long term strategies that build on initial investment • • - heavily flighted messages during peak use periods 0 - ongoing reminders –monthly statements, public service announcements, etc. 0 O - increase awareness among business organizations (home builders, landscapers,etc) 0 O - involve neighborhood associations and apt complexes 0 - educational school program 0 (B) ... and so that the 400-500 new home owners per year in Ocoee also are O informed about water conservation measures? 0 - send a strong message that water conservation is a top priority in Ocoee r - special promotions specifically for new home owners - educate newcomers about key water issues in the area I 3 - tie messages to most effective ways homeowners can make a difference - offer free water use audit consultations like power companies I - prime opportunity to start new residents off right I 1 i I I I I -� . 0 0 0 0 ~ Billing System Detail ♦ Patterson / Bach Communications, Inc. billing and compensation policies are » commensurate with 4 A's standards. Project Fees- 4 All projects are quoted with line item categories and submitted for approval prior to any work beginning. (See quote sheet attached.) All project invoicing is sent out at the 1st and 15`' of each month in the form of either "Work in Progress" or "Final Billing". Payment terms are 30 days net. Retainer Fees— ~ Billing is due at the ls` of each month for any retained services provided by the agency. At the end of each month a detailed Retainer Report is submitted showing hours spent and what was accomplished under each billing category, Account Management, Public Relations, and Media Management. Copies of all press releases, articles, and any other press information that was generated is provided. Also, any/all published press • releases, articles, and press information are clipped and copies provided. A timeline review is submitted informing where we are with the • Communications Program. • • The above mentioned billing system is the firm's normal invoicing • process, however, we realize that government structure and payment • processes may differ form ours. We are flexible with what ever payment cycles are required to meet the needs of the City of Ocoee. •! 1 r• • 11111 fie le ~ Estimated Cost of Retainer Fees— Having a retained services relationship offers the City of Ocoee the ability to set the payment structure at what ever level that fits their budgeting needs. The amount of money spent each month towards the communication of the Water Conservation Program determines how fast awareness and projects will be generated. Quite simply, we can run or walk with the communication program. For presentation purposes we are recommending the following retainer fee structure: Account Management— $950.00 ie Meet with client on an as needed basis. Field input from client, prepare presentations and communicate on an as needed basis to client. Develop and oversee overall communication strategy of the Water Conservation ge Communications Program. Continually fine tune strategy to meet marketing and promotional goals of the awareness campaign. fie Public Relations— $1,500.00 Execute the Communications Program. Prepare and distribute all press material to se local media, Home Owner Assoc., and commercial users. Coordinate mailings, se new home owner packages etc.. Work with local educators to develop school water conservation teaching program/competition. Continually review and/or seek out PR opportunities for the Water Conservation Communications program. ime Research/Community Liaison—$1,500 rt' Conduct research program determining needs and concerns of Ocoee residents gig relating to Water Conservation and the cost associated with water usage. Identify Measurable Statistics. Analyze Similar Campaigns in other communities and their effectiveness. Study available data on Cultural Diversity and Lifestyles of Ocoee eft Residents. Develop strategies which harness these findings in overall communication program. Media Management— $550.00 Develop and coordinate communications with local media including Home Owner assoc. newsletters. Research and create media data base specifically for this awareness campaign. 4 Total Retainer Fee per month— $4,500.00 All project creative, production, and printing will be billed at normal agency rates with detailed quotes provided. Retainer Fee does not include postage, phone, or fax charges, to be billed at cost. di The above mentioned retainer schedule is designed to facilitate the initial kick off of the Water Conservation Communication Program running approximately 3 months. We see a lessor retainer fee to maintain the program for the remanding 9 months of the relationship. If need be these fees can be set as not to exceed numbers. CLIENT QUOTE SHEET Po#: oco-i Tw Client City of Ocoee • t Brief Description Sample Qoute Sheet Job Title Sample A Date Feb 11, 1999 • , t se Category Client Price s iss Planning/Concept (1-2 pers.) 00 Planning/Concept (3 or more) Layout/Design (Board) • Layout/Design (Computer) OS Art Direction 1110 Copy Spec Type Type Setting tie Line Art (Board) Line Art (Computer) Illustration (Computer) Mechanical/File Prep se Final Film (From Back) Ole Proofing b Line Art (Cocnnmisioned) b Illustration (Commisioned) Photography Photography (Commisioned) Spec photography Film Processing Polaroids 4e Photo Prints Photo Retouching 49 Account Coordination Models/Talent Research 43, 1.0 Quantity Client Price Production Total Printing Total 4) JOB TOTAL (Tax and Shipping Not Included)