Contract; Cocker Fennessy
Index:
3.1 Letter of Submittal
3.2.1 Business Information
3.2.2 Qualifications
3.3 Quotations Section
[Cocker Fennessy Logo]
May 28, 1999
John Toohey
Early Learning Statewide Public
Engagement Campaign
RFQQ 99-800
Office of Financial Management
6639 Capitol Blvd.
Olympia, WA 98501
RE: Letter
of Submittal
Dear Mr. Toohey:
On behalf of Cocker Fennessy, Inc., and
our partner, Bozell Worldwide/Seattle, I am pleased to submit this response to
the RFQQ for the Early Learning Statewide Public Engagement Campaign.
We have carefully reviewed the
Commission on Early Learning's RFQQ, talked with knowledgeable individuals,
reviewed materials related to early learning and the Commission's mission. We are very interested in the
Commission's work and in helping make their efforts successful.
It seems to us that the Commission faces
two very challenging and seemingly separate tasks: 1) to develop recommendations for submission to the
Legislature; and, 2) to
raise public awareness of the importance of early learning. The tasks are especially challenging
because early learning will be competing with a multitude of other significant
issues for the public's attention and because state government's ability to
fund new programs is limited by Initiative 601 restrictions.
We would approach these challenges by
designing a public affairs strategy that integrates both tasks and is supported
by a leveraged marketing communications campaign. In short, a coordinated approach can enhance support for
the Commission's legislative recommendations and increase communications with
the public about the importance of early learning. A leveraged campaign provides the means
to compete with other issues on the public agenda.
A key to success will be energizing
public interest in early learning. A primary goal of this project
should be to lay the foundation for an expanded communications effort by
articulating a vision and developing a creative plan that is embraced with
enthusiasm by key people in the media, government and the private sector. The media and sponsors are more likely
to be interested in collaborating and contributing when they can see specific
creative campaign themes, products and plans.
The communications teams we offer the
Commission is deeply rooted in Washington State, in public policy issues, and
has many years of successful public affairs and social marketing credits. We know each other very well and have
often worked together in the past.
David Sharp, Cynthia Hartwig and Rick
Cocker first began working together in the early 1980s developing public
information and marketing campaigns for the Port of Seattle. Rick Cocker and Anne Fennessy have
worked with Tim Hibbitts on a half-dozen major research projects over the past
five years.
Here is a quick backgrounder on our key
team members:
Rick Cocker/Anne Fennessy
Rick Cocker and Anne Fennessy have
statewide communications experience dating back to their employment with Washington State elected
officials, non-profits and public agencies, and continuing through to today as
consultants to state agencies and private sector clients.
Our services to public sector clients
include planning and implementing public information strategies, conducting
research, developing messages, auditing communications programs and producing
materials.
Recent
and current public sector clients with statewide interests include the Blue
Ribbon Commission on Transportation, Puget Sound Regional Transit Authority,
Washington State Public Stadium Authority, Office of the Superintendent of
Public Instruction, Washington Public Power Supply System, state Department of
Ecology and the University of Washington.
Cynthia Hartwig
Cynthia Hartwig is a
executive creative director with Cocker Fennessy. Cynthia previously was a business
partner with David Sharp in Sharp Hartwig Adveritising before it merged with
what became Bozell Worldwide/Seattle.
Together Dave and Cynthia conducted public service and advocacy
campaigns for numerous regional and statewide interests including the Seattle Art Museum, Pacific
Science Center, Woodland Park Zoo, and state Department of Social and Health
Services, Washington Education Association and Northwest Trek.
Cynthia now works with Cocker Fennessy
and has assisted us with creative direction on projects for Washington Public Power Supply
System, the Puget Sound Regional Transit Authority and the Washington State
Public Stadium Authority.
Dave Sharp
Dave Sharp leads Bozell
Worldwide/Seattle's social marketing team.
Dave has more than 20 years experience conducting statewide social
service media campaigns for private non-profit organizations and local/state
governments. He has managed more
than 50 campaigns with community volunteer and advisory committees and placed
more than $25 million in pro-bono media.
Dave's current non-profit and public
service clients include Pacific
Science Center, Northwest AIDS Foundation and Children's Hospital and Regional
Medical Center.
Tim Hibbitts
Tim Hibbitts of Davis & Hibbitts is
one of the region's most respected opinion research professionals. He is experienced in all phases of
opinion research, questionnaire and sample design, analysis, and presentation
of data. His specialty is survey
research to assist corporations and public agencies in developing strategies for
effective communications efforts.
Tim's clients include KATU-TV, the Portland
Oregonian, and Fred Meyer Company.
Tim lectures on research at Lewis and Clark College and Portland State
University, and has addressed groups such as the City Club of Portland, Oregon
Broadcasters Association and the Pacific Conference.
Hibbitts' practice is limited to
non-candidate research.
Cocker Fennessy will contract with the
Commission and be responsible for the project. Bozell Worldwide/Seattle, although a partner in this
proposal, will be a subcontractor for purposes of contract administration. Rick Cocker will serve as project
manager with have overall responsibility for strategy and team management. Dave Sharp will plan and manage
marketing communications. Cynthia
Hartwig will consult on creative message development and marketing issues, and
Anne Fennessy will consult on public affairs strategy. Beyond our team's key members, our firms
offer the Commission considerable depth and breadth in all areas of public affairs
and marketing communications expertise.
Approach
Our
strategic assumption is that the Commission's separate tasks can be integrated
to the benefit of both and that a comprehensive campaign will need support from
partners in the media and private sector. The following is offered as initial thoughts
about approach. It is based on the
limited information we have available and is intended primarily to give you a
sense of what we might suggest as first steps. We will make actual recommendations
based on discussions with the Commission.
Research and analysis
We see research and analysis as being
the first task. Good research and
analysis should lay the foundation for the entire project. We want to develop solid information
that will be useful to members of the Commission as they make decisions about
their recommendations and about how to communicate effectively with the
public. The information should
provide insight into potential strategies, tactics, messages and spokespersons. It will also provide insight into
potential partnering and funding opportunities. It is our responsibility to accurately
interpret the information and to base strategy from it.
We will begin by conducting a strategy
session with Commission members and staff to refine the scope and to set
research goals. Together, we need
to decide what information is needed and how it is going to be used. We will also review past research, other
printed materials, and interview key staff and board members to make certain we
have an accurate internal view of issues, limitations and existing resources.
Two kinds of research might be
considered:
Opinion Leader
Interviews
To gain insight into the opinions of
key individuals and opinion leaders, interviews with up to 50 individuals who
represent statewide and target audiences will be helpful. The purpose of the interviews will be to
probe their awareness, opinions and expectations of the Commission and of early
learning as an issue. We also will
gain insight into funding and collaboration opportunities through the
interviews.
Public Opinion Survey
We suggest doing a public opinion
survey to hone and test messages, to identify target audiences and effective
spokespersons, and to determine the public's awareness and perceptions. The survey can provide insight into whether there are
differences in opinion among respondents with and without children and the
level of awareness of the costs to society from a failure to provide early
education. An 800-sample statewide
survey of registered voters would provide statistically valid data by regions
of the state.
Based on the research and analysis
– and on discussions with the Commission – we will prepare a
written report with recommendations.
Strategy
Based on the research, and in
consultation with Commission, we will begin to design an overall public affairs
strategy and plan for advancing the Commission's recommendations, for attracting additional
funding and for communicating with the public about the importance of early
learning.
The strategy will likely include these
key components:
§
Issue positioning
§
Timing
§
Targeting
§
Spokesperson
§
Advertising
§
Fundraising/co-sponsorships
§
Media relations
§
Direct mail
§
Opinion leader outreach
§
Public involvement
Because of the importance of early
learning and the public's interest in education, we believe there will be
tremendous opportunities to leverage
the Commission's public awareness campaign by collaborating with corporate
sponsors and broadcast, cable and print media. Dave Sharp has a tremendous amount of
experience leveraging campaigns and good statewide contacts among potential
media and corporate sponsors.
We
also understand how government works and what it takes to make ideas
successful.
Again, on behalf of our team, we
appreciate having this opportunity to make a proposal and look forward to
having an opportunity to share our ideas with you. We are very interested in helping make
the efforts of the Commission on Early Learning successful.
Sincerely,
/s/Rick Cocker
Rick Cocker
Principal
Cocker Fennessy
401 Second Avenue
S. Suite 501
Seattle, Washington 98104
Telephone: 206.652.9506
Fax: 206.652.8305
e-mail: cocker911@aol.com
Cocker Fennessy is a "C"
corporation registered in the State of Washington and was established in 1991
as The Cocker Company. The name was
changed to Cocker Fennessy in 1998.
Bozell Worldwide/Seattle
1011 Western Avenue
Suite 1000
Seattle, WA 98104
<Telephone: <206.223.6464
<Fax: <206.223.2765
Bozell Worldwide/Seattle is a
"C" Corporation, the Seattle operating unit of Bozell Worldwide,
which in turn is a wholly owned subsidiary of True North Communications. The original date the Seattle agency was
organized was 1977, incorporated in the state of Oregon as Borders Perrin &
Norrander. In 1988, Cf2GS was
organized (originally as Christiansen and Fritsch Advertising,) and
incorporated in the state of Washington.
In 1994, Cf2GS acquired Sharp Hartwig Advertising, Inc. Bozell Seattle came into existence
January 1, 1998, through the merger of Cf2GS and the Seattle office of Borders
Perrin & Norrander. Bozell
Worldwide is 77 years old with its origins in Omaha, Nebraska.
Cocker Fennessy
Federal Tax Identification: 911623342
Washington UBI: 601-516-883
Bozell Worldwide/Seattle
Federal Tax Identification: 911409845
Washington UBI: 601-083-029
Cocker Fennessy
7 employees
Principles are Rick Cocker and Anne
Fennessy. Cocker and Fennessy are
equal partners and principal consultants.
Bozell Worldwide/Seattle
65 full-time employees
Members of the Bozell Management team
include:
Pete Hatt President
Dave Sharp Senior
Partner, Director Client Services
Mary Knight Partner,
Creative Director (Copywriter)
Tom Scherer Partner,
Associate Creative Director (Art Director)
Rick Peterson Partner,
Associate Creative Director (Copywriter)
John Kerr Partner,
Account Planner
Pam King Media
Director
Dustin Dickenson Production
Director
Cocker Fennessy
Anne Fennessy is a former state
employee. She served as
communications director and senior policy advisor during the first three years
of the administration of Gov. Mike Lowry.
Fennessy is a partner in Cocker Fennessy and a principal consultant.
Bozell Worldwide/Seattle
Not applicable
Cocker Fennessy
Not applicable
Bozell Worldwide/Seattle
Not applicable
Cocker Fennessy
Not applicable
Bozell Worldwide/Seattle
Not applicable
Cocker Fennessy
Not applicable
Bozelle Worldwide/Seattle
Not applicable
Cocker Fennessy
Cocker Fennessy is a public affairs
firm that provides communications advice and services to public and private
sector clients on significant issues.
Principals Rick Cocker and Anne
Fennessy have statewide and regional public affairs experiences dating back to
their service for elected officials and continuing through today for
clients. In addition, Anne was
employed as the executive director several Washington statewide non-profit
advocacy groups.
As
public affairs consultants to companies and organizations with local issues
through the state and region, Rick and Anne maintain relationships with leaders
throughout the state. In addition,
Anne teaches a seminar on communications and media relations at the University
of Washington's Cascade Institute which provides intensive training for
government officials at all levels from throughout Washington and Oregon.
What distinguishes us from other firms
is our ability to listen and understand client needs and objectives, our skill
at developing strategies, our creativity with tactics, and our focus on
messages.
Specific services include:
Public involvement
Our experiences on
political and public issue campaigns provides us with insight into
organizing effective grassroots support and devising public involvement
programs.
Services
include developing strategy, creating databases, organizing, letterwriting campaigns
and telephone banks, holding community meetings and forums, and arranging for
testimony.
Government relations
Principals
of the firm have worked in both the public and private sectors. We understand the public decision-making
process and assist clients navigate projects through governmental processes.
For some clients, we consult on
government relations strategy and for others we act directly on their behalf in
meetings and telephone conversations with appointed and elected officials.
Community relations
Many clients need assistance in
developing a public presence and image.
We understand how
to identify the best way to establish relationships within a community,
how to develop strong understanding of community and how to be creative and
accomplish this with limited resources.
We have developed opinion leader
mailing and calling lists, developed political profiles of target communities,
introduced key managers to other community leaders, and assisted companies with
corporate giving and image building activities.
Research and analysis
Effective public affairs programs are
based on solid research. We use
research to develop strategy, shape messages, and help define audiences and
tactics.
We manage public opinion surveys, focus
group research discussions, and opinion and community leader interviews. Our role often involves defining
research needs, selecting a research firm and managing its work, designing the
survey, writing questions and analyzing results.
Media relations
Most of our clients' projects are the
subject of media attention. Our experience with the news
media gives us a good understanding of how reporters and editors think and how
to approach them.
We
have solid contacts among news reporters, editors and producers across the state,
from the Capitol press corps to the publishers of the state's major
newspapers. Sometimes we serve as
spokespersons for clients and other times we suggest the right news media
representatives for clients to contact and counsel them on how to be most
effective.
Media/presentation training
Many clients are called upon to do
interviews with the media or give public presentations on complex or
controversial issues. We prepare
spokespersons for news conferences, media interviews, editorial board visits, speeches,
presentations and testimony. We
also offer a day-long workshop to improve media interview skills and to develop
effective messages.
Crisis communications
Our staff is trained and experienced in
crisis communications. We have
managed crises ranging from aircraft crashes to forest fires to ship
collisions. Our staff is on call
24-hours-a-day and we maintain a mobile office kit to respond to client
emergencies in the field.
Services
include crisis communication planning and training, participation in simulated
emergency responses, and on-site support for media, government and community
relations during actual emergencies.
Databases
Creating
and managing large electronic databases is a specialty. We identify key stakeholders; gather
their names, addresses and other information; and enter them by categories into
a database. Clients use our
databases for highly targeted direct mail, telemarketing and e-mail
communications.
Internal Communications
Employees and other stakeholders are
very important audiences for larger companies and organizations. When internal audiences are given
meaningful and timely information they can be very helpful in advancing a public affairs objectives.
Our services include developing
internal communications strategies and producing communication materials. Newsletters, videos, web pages, staff
forums, memos, e-mails, voicemail messages and faxes are among the tools we
use.
Printed materials/video
Almost every communication effort
involves developing materials, ranging from letters to video
presentations. We advise clients on
the kinds of materials needed and, depending on a client's in-house
capabilities, our services range from editing pieces written by the client to
complete project management. Our staff includes individuals
with superior writing and editing skills, and our network of
subcontractors includes graphic designers, photographers, producers, printers
and mail houses.
We regularly produce:
Advertising
Advertising is sometimes used in
support of public issue communication programs. It provides clients with complete control
over message, timing and audience.
We have produced creative radio,
television and newspaper advertising for clients on issues ranging from labor
disputes to proposed marina projects.
Communication planning and analysis
Cocker Fennessy consults with public
agencies and non-profits about their communications programs. We conduct audits and make
recommendations for organizing and managing communications staff and programs.
Bozell Worldwide/Seattle
Bozell Worldwide/Seattle is a
full-service marketing communications agency. The agency has extensive experience with
non-profit, public service, cause related and social marketing programs. We are organized around a departmental
service model, with full-time trained professionals skilled in each specific area. These service departments include:
Project and Account Management
Bozell's account management group is
organized around a classic client service model: partner in charge, account supervisor
and account executive. The agency's account management staff of 18 serves as a primary
contact and marketing partner with our clients. They represent the pivot point for all
client and agency activity. We hire
trained account managers who have experience managing client relationships. We look for that rare combination of
listening, creative thinking, tenacity, and attention to detail that builds
strong relationships between the agency and our clients.
Strategic planning
The agency provides a full-range of
marketing communication planning, account planning, marketing and business
consulting services.
Research
We provide both pre- and post-campaign
research utilizing a variety of outside research companies, in addition to
offering the extensive research capabilities of the True North Information
Center. Other research, such as
Close-to-the Customer® sessions are implemented by Bozell Staff.
Creative services
Our staff of 22 full-time professionals
has grown to be one of the top creative groups in the Northwest. All creative concepts, copywriting, and
art direction are done in-house.
Electronic production
Bozell has invested heavily in
technology to be at the forefront of digital technology with our staff os six
full-time E-pro wizards. We handle
most digital manipulation projects in-house; we also offer extensive
interactive experience on the World Wide Web as well as other multi-media
applications.
Production services
Our staff of six production managers
has comprehensive direct marketing, advertising, and collateral production
expertise.
Media services
Organizationally, the media department
is integrated into the account services group. Buyers and planners are intimately
involved with our clients' business and the development of advertising messages
before any medium is selected. We
believe that understanding how a target customer uses media and how those media
options vary by market are two of the most crucial elements in developing
effective media plans and buys. We
also believe that good media plans are both evolutionary and revolutionary,
building upon past successes and incorporating new opportunities as they arise.
Collateral design and production
services
Bozell Seattle has extensive experience
conceiving and executing virtually all forms of collateral from start to
finish, beginning with project development and strategic direction, to
assisgnment creation, concept development, art direction and design,
copywriting, and mechanical preparation through final film and digital
files. If the collateral is to be
printed, our production managers work closely with only agency/client-approved
vendors to assure quality. These
days, however, collateral isn't just printed. Our clients also require expertise in
less-traditional mediums, such as long-format video presentations and emerging
technologies such as interactive content for the Worldwide Web.
Direct marketing
We offer a full range of in-house
direct marketing services. And we
know how to develop winning strategies, execute powerful creative, and deliver
on time and on budget.
Database marketing
Our database-marketing department was
developed to help clients create information-driven marketing programs either
by using existing database systems or by building systems from the ground up.
Cocker Fennessy
Rick Cocker and Anne Fennessy have a
variety of experiences with non-profits, public service and cause-related
marketing from past employment, current efforts on behalf of clients and as
volunteers for non-profits. Both
Rick and Anne served as director of communications for the Port of Seattle (at
different times) and managed significant public service and marketing campaigns
related to port projects including industrial harbor redevelopment, Sea-Tac
noise and expansion and central waterfront redevelopment. Anne served as executive director of two statewide
non-profit advocacy groups in the 1980s, the National Abortion Rights Action
League and Washington Physicians for Social Responsibility.
Recent examples of consults include:
Washington Dental Service
Janet Sedlock
Director of Marketing
9706 Fourth Avenue NE
Seattle, Washington 98125
206.528.2410
Washington Dental Service (WDS) is a
non-profit organization that promotes oral health care. It's also the state's largest dental
benefits provider. Cocker Fennessy
has served WDS for eight years.
Services have included creation of statewide radio advertising campaigns
to promote oral health; planning for establishing and operating a mobile dental
office to serve the children of low-income residents; writing and producing
brochures, speeches, news releases and direct mail; conducting opinion
research; and advertising on member dentist relations.
Washington State Public Stadium
Authority (PSA)
Lorraine Hine, Chair
401 Second Avenue S.
Seattle, Washington 98104
206.205.8600
Cocker Fennessy was retained by the PSA
soon after the agency was created to plan, build and own the new professional football
stadium and exhibition center. We
advised agency officials on how to position the new agency; designed the logo,
created a Web page; advised on relations with significant constituency groups
including the Seahawks, arts community, Kingdome neighbors, housing advocates,
businesses, and local and state officials; advised on media relations; and
advised on the EIS process.
The Land
Conservancy
Gene Duvernoy
Executive Director
500 Broderick
Building
Seattle, Washington
98104
206.292.5907
Cocker Fennessy managed a two-year long
public information/advocacy campaign in support of an initiative by The Land
Conservancy, King/Snohomish, to acquire a 12-mile length of railroad corridor
on the east side of Lake Sammamish and win approval of federal rail banking. We conducted research, organized public
support, produced direct mail, and managed media and government relations.
Bozell Worldwide/Seattle
The social marketing team, led by Dave
Sharp, has extensive experience working with non-profit, public service, public
awareness/education, cause related marketing
campaigns. Our experience includes:
Current non-profit and public service
clients include Pacific
Science Center, Northwest AIDS Foundation and Children's Hospital and Regional
Medical Center. Descriptions
of current campaigns follow:
Pacific Science Center
George Moynihan, Director
200 2nd Ave. N
Seattle, WA 98109
206.443.2001
Over the last 18 years we have worked
closely with the Pacific Science Center to help expose children (ages 3-12) and
families to the wonders of science and math. Bozell has handled the advertising and
promotion of hundreds of hands-on exhibits and IMAX® films for Pacific
Science Center targeting children and parents. Bozell has helped PSC set attendance
records for interactive exhibits like "Jurassic Park", "China:
7000 years of Discovery" and "Butterflies". We've promoted IMAX movies like
"Into the Deep", "Everest", "Beavers",
"Sharks" and" The Dream is alive". In 1993, we launched a social marketing
campaign designed to raise awareness of the importance of "Science and
Math Literacy" among parents of young children (ages 4-12).
The agency developed the strategic
plan, established benchmark/tracking research, and created Television, Radio,
Print Advertising, collateral and direct mail. Partnerships were established with
television, radio, magazine and newspapers (more than $500,000 in pro-bono
media was secured).
Awareness of the importance of
"Science Literacy" increased 45% among parents in the Puget Sound
region in the first year of the campaign.
The agency recently launched a new
branding campaign for the Pacific Science Center along with the new Boeing 3D
IMAX Theatre. Year to date
attendance for the IMAX theatre has exceeded 1998 attendance by more than
250%. Bozell is also working on an
on-line auction designed to help raise significant dollars to support the
center's goals.
Children's Hospital & Regional
Medical Center
Stephanie Axelrod
Director of Marketing
P.O. Box 5371/CL-06
Seattle, Washington 98105
206.368.4984
Children's Hospital and Regional
Medical Center is considered the premier pediatric health care facility in a
four-state region. Its programs and
physicians are recognized regionally and nationally. The community views the facility and
staff as child-friendly, caring, nurturing, and very necessary. It is because of this that Children's
enjoys unparalleled support from local foundations and guilds.
However, in today's highly competitive
health care market, Children's has become increasingly concerned that other
pediatric facilities and even adult health care providers are offering
competing pediatric specialty services.
Additionally, services that have always been available at Children's
such as a day surgery and emergency care have been underutilized due to
consumer perception that Children's is the place to go only with a very sick
child.
To get a handle on Children's current
positioning and where we needed to be, we devised a research strategy based on
a series of one-on-one interviews with major stakeholders (Children's doctors,
nurses, and administrators) combined with qualitative consumer research to
really understand the essence of Children's and where the equities lie.
We uncovered many insights during our
research, but three key points stood out:
1.
Parents want to take their kids to a facility with doctors and nurses
who are good with kids and who treat the children and parents with respect and
intelligence and these parents believe that Children's is such a place.
2.
Parents believe this so much that they regard Children's as a great
place to take their kids if they are very sick.
3.
If we are going to talk to parents about their child's medical needs, we
should do it in a way that focuses on the child and considers the emotional
needs of the parents, rather than highlighting only the merits of the
institution.
Our goal was to position Children's as
the very best place to take children for not just the serious stuff, but also
for the "everyday" things like ear tubes, tonsils, etc. And we would communicate this in a way
that let parents know we understood that "when it's your child, it's all
tough stuff." There is nothing
routine about it. Everything we do
is designed to put the child at ease, which puts the parents at ease.
We created a campaign comprised of two
30-second TV, four 60-second radio, and five print ads that all featured actual
Children's Hospital patients. Some
kids had been treated for minor situations, and some were still being treated
for more serious conditions, but the message was clear—regardless of the
situation, Children's approach to treating kids never wavers. Comforting the child always comes first. It was out of this notion that a tagline
was born: "No one knows children like Children's." This line appears under the Children's
logo on every piece of brand communication.
Bozell is currently working on a
Children's Public Service Safety Campaign with the Seattle Mariners, promoting
the Children's on-line store, and launching a new effort to Promote
the Children's Resource Center.
NW AIDS Foundation
Quintin Welch
Education Program Manager
127 Broadway
Seattle, Washington 98102
206-329-6923
The NW Aids Foundation is well known
around the Seattle area as a primary resource for HIV and AIDS education and
support services. Bozell has worked
with the NW AIDS Foundation for nearly four years. Initially, the agency helped create and
launch a very successful prevention communication program targeting youth at
risk (teen abstinence/ condom use).
Most recently, NWAF has increased its focus on a new challenge: reaching
low-income, African-American women, who are the fastest growing population of
new HIV cases in the United States today.
The challenge: reaching our
target audience and encouraging them to get wellness exams and, ultimately, be
tested for HIV.
Because of the stigma surrounding the AIDS
virus in the African-American community, we learned that addressing the issue
of HIV and AIDS education directly would alienate the women we needed to
reach. We felt a different approach
was needed.
We conducted qualitative research which
consisted of going into the community and talking with clinic doctors and
administrators, community outreach workers, Department of Social and Health
Service employees, AIDS prevention workers, family counselors, and most
important, the women themselves.
Our discussions centered on the
following questions:
We learned that the women we're trying
to reach are the caregivers for everyone else around them: their children,
mothers, friends, aunts, and lovers.
They will send everyone else to the doctor but themselves (they need to
be on their "deathbed" before going to the doctor). Once the women actually go, they face
overwhelming barriers and an unfeeling bureaucracy. Issues such as lack of financial
resources, fear of being (or having been) treated badly, and a lack of knowledge
that many clinics provide safe environments with high-quality healthcare in
their neighborhoods are only part of the problem.
To reach Africa-American women with the
message that they need regular wellness exams, we created a strategy that would
speak to the value they place on their role as caregivers: You need to take
care of yourself so you can be there for the people who depend on you.
But this was only half the
equation. We also needed to address
the aversion African-American women feel toward the medical profession and the
bureaucracy surrounding it. Our
solution was to create a local support system called Sisters 4 Sisters
Neighborhood Healthcare Helpline.
Sisters 4 Sisters is a grassroots network comprised of trained women
volunteers, NWAF staff members, and clinic personnel. It is designed to respond to the
practical, cultural, and emotional needs of African-American women and, in so
doing, help overcome their aversion to getting regular medical care.
By calling Sister 4 Sisters, one can
learn which local facilities have after-hours clincis, provide childcare during
medical appointments, accept healthcare coupons, have African-American doctors
on staff, and other information relevant to our audience. In other words, Sisters 4 Sisters provides
African-American women with a way to get the answers they need to avail
themselves of regular medical care in a way that is practical and comfortable
for them. This is the only health
care referral service of its kind in the Seattle/King County area.
The communications effort (includes
posters, print, transit, and collateral) sings the praises of African-American
women in their role as caregiver, while encouraging them to "stay
strong" for those who depend on them It also presents the vehicle for
doing so — Sisters 4 Sisters, a reliable and empathetic advocate and
information source. "Sister" is a powerful word in the
African-American community and beyond, one that says woman, friend, someone
like myself. "Sisters 4
Sisters" therefore, suggests a resource that is helpful, personal, for
women only and staffed by friendly women who understand both the medical
community and issues faced by our audience.
Cocker Fennessy
Blue Ribbon Commission on
Transportation
We
are current serving the Blue Ribbon Commission on Transportation, a 42-member
commission charged with responsibility for taking a long-term look at State transportation
needs and funding. We are planning
and managing a statewide public information and involvement program to
communicate about the Commission's work and to build a consensus for its
recommendations.
Anne Fennessy manages this project for Cocker Fennessy.
Washington Public Power Supply System
Cocker Fennessy were retained by the
Supply System to help position the agency to adapt to changes in the energy
industry. The effort included
public opinion research, opinion leader interviews, media relations, naming,
and logo design. We also were
responsible for developing an extensive outreach effort to help the agency
launch its' name and mission, including grassroots communications, media
relations and elected official contact.
Ports of Seattle and Tacoma
To support the ports' initiatives in
support of funding for State freight mobility improvement projects, we created
a highly-targeted statewide information campaign that involved the general
public, shippers, rail and trucking interests, local and state officials and
the media. We coordinated efforts
ranging from advertising, video production, media relations, to grassroots
organizing.
Bozell Worldwide/Seattle
Our experience developing and promoting
multi-faceted local and statewide public information and education campaigns
over the last 20 years includes:
Washington State Tourism Office
Bozell has handled tourism advertising
for eight years. Services included
planning, project management, media buying/planning, television/radio/print
advertising and collateral development of national and regional promotion.
US Bank
To support US Bank's four-state
marketing efforts, we managed all advertising (TV, radio, outdoor, transit and
print), as well as sponsorships and promotions.
Pacific Science Center*
1981-Present (Strategic planning,
ongoing project management, media planning/buying, TV, radio, newspaper,
transit, outdoor and magazine advertising, promotion, sponsorships and program
evaluation.) Campaign focus:
Pacific Science Center: where science isn't a subjects
it's an experience.
Woodland Park Zoo
Ongoing projects
– 1982-1998 (Strategic planning, project management, media
planning/buying, TV, radio, newspaper, transit and outdoor. Sponsorships,
strategic alliances, and fundraising council.) Save Our Elephants Campaign, Thai Forest
Opening, Gold Monkeys Exhibit, Centennial Celebration, Butterflies
Exhibit opening.
Washington Forest Protection
Association*
1993-Present. (Strategic planning; ongoing project management; media
planning//buying; TV, radio, newspaper, magazine advertising; television
program development, collateral materials development, sponsorships and program
evaluation). Formed strategic
alliances with Washington Tourism, Mountain-to-Sound Greenway, NWTrek, Seattle Children's Museum. Campaign focus: Responsible management
of Washington's forests -wildlife and fish habitat/working forests.
NW AIDS Foundation
1996-Present (Strategic Planning,
ongoing project management, newspaper and transit advertising).
Washington Education Association*
1990-1994.
(Strategic planning; ongoing project management; media planning/buying; TV,
radio, newspaper, magazine advertising; collateral materials development,
direct mail, public relations, program evaluation.) Campaign focus: Youth
at Risk/School Dropouts; Classroom Overcrowding; Teacher pay issues.
Washington State Broadcasters
Association/Alcohol Task Force
1993-1996.
(Pro-bono strategic planning). Campaign focus: Teen Drinking
Prevention.
The Media Partnership for a Drug Free
America
1989-1996.
(Pro-bono Strategic Planning). Campaign focus: Youth Drug Prevention.
Washington Department of Social &
Health Services/Division of Alcohol & Substance Abuse*
1992-1996.
(Strategic planning, ongoing project management; media planning/buying; TV,
radio, magazine advertising; collateral materials development; public
relations, media relations; program evaluation.) Campaign focus:
Alcohol Abuse Prevention, Fetal Alcohol Syndrome Prevention, Alcohol/Drug
Prevention-Senior Audiences.
Washington Traffic Safety Commission*
1990-92. (Strategic
planning, research, TV, magazine advertising, point-of-sale materials, program
evaluation, public relations.) Campaign focus: Youth at
Risk-Speeding/Reckless Driving, DWI Prevention, Seatbelt Promotion; Parents of
young children- ChildCare Seat Promotion.
King Count/Draw the Line on
Drugs/Center for Substance Abuse Prevention
1993. (TV advertising, media relations) Campaign
focus: Youth at Risk-Drug and Alcohol Abuse Prevention.
Washington State Department of
Licensing*
1990-92. (Strategic Planning; Print and
radio advertising; collateral development; point-of-sale materials; direct mail
and public relations) Campaign
focus: Youth at risk-Motorcycle Safety Awareness campaign, Motorcyclist
Visibility Campaign; Drivers-Washington Lemon Law; Investor-Security Fraud
Awareness.
Over the years, members of the Bozell
Seattle staff have handled multi-faceted public service campaigns for:
American Lung Association*
Puget Sound - Smoking Prevention /Fund
raising event promotion (3-Island Bike Trek)
Children's Hospital and Medical Center*
Parenting Classes, Bicycle Helmet
Awareness Promotion
Providence Hospital and Medical Center*
Senior Health Care Campaign
Northwest Hospital*
MedINFO Hotline (Health care
Information Public Service Campaign)
Seattle Art Museum*
Capital campaign, ongoing exhibit
promotion
Washington Credit Union League*
Saving for Retirement Public Education
Campaign
King County/Draw the Line on Drugs*
Alcohol/Drug Abuse Prevention
Communications
Puget Sound Air Pollution Control
Agency*
Wood Stove Pollution Prevention
Seattle City Light*
Low-income housing weatherization
communication program
Washington State Department of Ecology*
Recycle/Reuse Public Education program
Washington Traffic Safety Commission*
DWI, Seatbelt Use and Speeding Public
Education Campaign
Northwest Trek*(Pierce County Parks Department)
Ongoing promotion-Public Service
*Contract assignments handled by Sharp
Hartwig Advertising prior to merging with Cf2GS in 1994.
Cocker Fennessy
Rick
Cocker and Anne Fennessy's experiences as communications directors for elected
officials and government agencies, and as consultants to public and private
sector clients, has given them opportunities to become acquainted with many
different constituencies and special interests in nearly every community in
Washington state.
Our
political backgrounds have given us insight into how to go into a community and
quickly identify and make contact with diverse constituencies.
As
consultants, many of public and private sector clients have statewide interests
in a wide range of areas including transportation, energy, education, finance,
health care, telecommunications and the environment.
On
behalf of the ports of Seattle and Tacoma, for example, we worked directly with
business leaders, local officials, civic leaders, organized labor, news media and communicated with the general public. For another client, Capital One, we
recently helped introduce the company to Washington State when it decided to
locate a regional center in Federal Way employing up to 600 persons. We identified important constituencies
and arranged for meetings with Capital One officials. We also helped identify and evaluate
community needs which resulted in the company making a $100,000 donation to the
Washington Reading Corps and the Federal Way School District. We also assisted in the media and
advertising efforts which announced their decision to locate here.
Bozell Worldwide/Seattle
The Bozell staff has been fortunate to
have the opportunity to work with numerous constituent groups,
multi-disciplinary client committees, multi-agency advisory committees and
volunteer organizations implementing social service campaigns in local
communities. One of the most
diverse constituent groups the agency has worked with was DSHS/DASA.
Bozell (as Cf2CG/Sharp Hartwig) handled
two major statewide marketing communications programs for the Department of
Social and Health Services/Division of Alcohol and Substance Abuse between 1992
and 1996. The agency created and
implemented the first comprehensive "alcohol awareness" public education
program ever directed at the parents of young children in Washington State
(1992-1996). The project included
strategic planning, project management, media planning/buying, training,
advertising, public relations/media relations, creative development (TV, newspaper,
magazine, radio, direct mail, collateral, 800# fulfillment, and
point-of-sale). The effort involved
extensive coordination between the DSHS, DASA, the Governor's office, the
Department of Health, the Washington Liquor Control Board, County Drug/Alcohol
Prevention Center staff, and state-wide Community Alcohol Prevention Task Force
Volunteers.
By the end of the first year of the
campaign, DASA had received 103,265 calls to the "Talk to your kids"
800 number requesting copies of the "Talking to your kids"
brochure. Additionally, research showed that nearly
three in every four parents (72%) recalled (unaided) seeing the advertising
campaign, a strong indication of the campaign's success.
Additionally, the agency developed a
comprehensive marketing communications program (television/print advertising,
point-of-sale, collateral, 800# fulfillment and public relations) designed to
generate statewide awareness of FAS (Fetal Alcohol Syndrome) problems
statewide.
Cocker Fennessy
One of our recent successful –
and proudest – campaigns is noted above, the effort to preserve 12-miles
of railroad corridor along the eastern shoreline of Lake Sammamish. After an intensive two-year campaign,
The Land Conservancy successfully acquired the corridor and achieved rail
banking. To accomplish the goal, we
raised more than $2 million from private sources to acquire the right-of-way
and to finance the rail banking effort.
It was extremely complicated and controversial from a public
affairs/communications perspective and attracted considerable public, media and
government interest. The effort
involved or affected numerous local governments and agencies, railroad
preservation interests, state and federal agencies, the private lenders,
adjacent property owners, and railroad and trail supporters.
Bozell Worldwide/Seattle
The recent launch of the Boeing IMAX
Theater at Pacific Science Center has been an extremely successful
campaign. This campaign involved
opening the largest new 3D IMAX theater on the West
Coast plus launching the blockbuster movie "Everest". Many constituencies were involved in the
planning of the 3-month long campaign: Pacific Science Center, Boeing (major
gift donor), IMAX® Corporation, the
"Everest" team (film producers and climbers), "Everest"
corporate sponsors, local corporate sponsors, and media sponsors. Planning actually began nearly 18 months
before the doors opened.
Bozell was involved intimately with PSC
in planning all public relations and media events, previewing the movie to the
media, VIPs and members, as well as creating themes and a tease campaign for
the launch and implementing all advertising during the first six months. Advertising included direct mail,
outdoor, print, radio, and collateral.
The agency and client worked closely as a team throughout the 18-month
period.
Results to date: Attendance at the new
Boeing IMAX theater is running 250% over last year.
Cocker Fennessy
Cocker Fennessy has produced
communications materials/products in all of the available mediums. Our role on behalf of the Commission, however, will be to
develop and manage overall campaign strategies and to produce public
information/media materials.
Samples provided include:
Bozell Worldwide/Seattle
Bozell produces award-winning materials
in all categories as more fully described above. Creative samples have been provided for
the following Bozell clients:
Cocker Fennessy
Bozell Worldwide/Seattle will have lead
responsibility for the Commission in executing strategies for offsetting costs
of a campaign through cash or in-kind donations. Cocker Fennessy will provide strategic advice and make
use of our contacts. Rick Cocker
and Anne Fennessy, through their service as employees and/or board members of
non-profit organizations and non-profit organizations and have considerable
experience developing strategies for leveraging limited resources.
Bozell Worldwide/Seattle
Dave Sharp has helped clients raise
more than $25 million in cash, in-kind donations, media partnerships and
strategic alliances over the last 20 years. He's worked with many of the major
non-profit organizations in developing and helping fund their marketing
programs. His client experience
includes work with Woodland Park Zoo, Pacific Science Center, Seattle Art
Museum, Seattle Opera, NW Trek and NW AIDS Foundation. He has helped to establish major public/private
partnerships and media partnerships for clients like Washington Tourism,
Washington Department of Social and Health Services, and the Washington Forest
Protection Association.
Our team, headed by project manager
Rick Cocker, will be organized to ensure efficiency, effectiveness, quality,
schedule and approval. Rick will have
overall project responsibility and specific responsibility for planning and
managing the public affairs aspects of the project. Dave Sharp will be responsible for
managing marketing communications activities. Anne Fennessy will back up Rick Cocker and
Cynthia Hartwig will back up Dave Sharp.
For projects of this magnitude, we
typically meet weekly (or more often) by conference call or in person with the
client's representatives to coordinate and manage on-going activities
Working
with the Commission, we will develop a very specific plan, budget and
schedule. The Commission's
representative will receive estimates and grant written approval on tactical
activities before time is expended or outside costs are incurred. Copy and layout of materials will be
presented, reviewed and approved by the Commission's representative before
production proceeds.
Our internal financial control program
monitors and reports on staff and consultant activities and expenses on a
weekly basis. These reports will be
available to the Commission.
Cocker Fennessy
Rick Cocker – Lead
Contact/Project Manager
Rick has worked in government and
public affairs in Washington State for more than 25 years. He has nine years of consulting
experience, including the past six as president of his own firm, and counsels clients in land-use, maritime, telecommunications,
environmental and health-care industries.
Prior
to consulting, Rick was press secretary to the late U.S. Senator Henry M.
Jackson. He also served as
communications director for the Port of Seattle and began his professional
career as a newspaper reporter at the Bellingham Herald.
Rick is a board member of The Land
Conservancy – King/Snohomish and served as a member of the King County
Lake Sammamish Task Force. He is a
graduate of the University of Washington.
Anne Fennessy
Anne has statewide media, public
involvement and public policy expertise on a broad range of issues. Prior to joining the firm, she was communications
director and a senior policy advisor to Governor Mike Lowry.
Anne also has local and special-purpose
government experience from her service as communications director to former
Seattle Mayor Charles Royer and as communications director for the Port of
Seattle. She has special expertise
in organizing grassroots support and community profiles for corporate entities
and public agencies. Prior to government
service, Anne was executive director of the state chapter of the National Abortion
Rights Action League and Washington Physicians for Social Responsibility.
Anne is an adjunct faculty member at
the University of Washington and a member of the Pike Place Market Foundation
Board. She is a graduate of Iowa
State University.
Cynthia Hartwig
Over the past 20 years, Cynthia has
created award-winning advertising for many of the best-known public awareness
campaigns in the region. As
co-owner of Sharp Hartwig Advertising, she was responsible for the successful
"Our elephants need more trunk space" campaign to provide a new
elephant house at Seattle's Woodland Park Zoo. She led the creative effort on Seattle
Art Museum's "Help bring art out of the dark" campaign to build a new
museum. More recently, she
developed a new brand positioning for the state Tourism Development Office
around the theme:
"Washington. The place
you've been trying to get to."
Cynthia has been honored with One Show,
Clio, New York Art Director's Club, Communications Arts, and National Addy
awards. She is a graduate of Duke
University.
Jim Hammond
Jim is a former special assistant to
City of Seattle Mayor Paul Schell and former Mayor Norm Rice. An attorney by training, Jim represented
the Mayor's office numerous community development, neighborhood planning,
public safety and health initiatives.
He is recognized for his ability to mobilize and coordinate diverse
groups and special interests. Jim
is a graduate of Amherst College and Georgetown University Law Center.
Tim Cottrell
Tim has 25 years of national and
regional strategic planning, public affairs, government and campaign
experience. He has extensive
expertise in issue management; crisis management, media relations; paid media
creation, production and placement; and community grass roots development. He has served private corporations,
public agencies, non-profits and citizen activist committee clients.
Prior to joining Cocker Fennessy, Tim
was a principle in his own successful public relations firm serving clients in
Washington, Oregon, Idaho, California, Arizona, Florida, Canada and
Ukraine. Former clients include The
Central Public Sound Regional Transit Authority, The Seattle Mariners
Organization, ICF Kaiser Engineering and Pierce County Community Transit. Tim is a graduate of the University of
Washington.
Michele Odland
Michele manages the firm's databases,
conducts research and provide project support.
Diane Murphy
Diane is the firm's office manager and
financial controller. Prior to
joining the firm, she gained extensive experience with a major advertising and
public relations company.
Bozell Worldwide
Dave Sharp, Senior Partner, Director of
Account Services
Dave will serve as the Partner in
Charge on the Early Learning Project.
In this capacity he is responsible for strategic planning, program
implementation and collaboration with key partners. Over the last 20 years, Dave has helped
many local/state governmental agencies and best known private non-profit
organizations develop social marketing programs. He's worked on more than 70 social
marketing programs for clients including the Pacific Science Center, Woodland
Park Zoo, Northwest Trek, Seattle Art Museum, Northwest AIDS foundation,
American Lung Association, Children's Hospital and Medical Center, Washington
Forest Protection Association, Washington Education Association, Washington
State Department of Ecology, Washington State Department of Energy, Washington
State Department of Social & Health Services/Division of Alcohol and
Substance Abuse, and Washington Department of Community, Trade and Economic
Development/Tourism Division and King County Sexual Assault Resource Center.
John Kerr – Parner, Account
Planning
John, an 18-year veteran of the
marketing wars, honed his strategic skills during a 9-year
tenure at Chiat/Day, where he worked on Home Savings of America and Infiniti
Automobiles, including the introduction of the Infiniti I-30 which won the
Edison Award for best new car introduction.
He has also worked on Kawasaki
Motorcycles and Dollar Rent-a-Car, and his pro bono work for the LA Philharmonic
Association helped win a Silver Lion at Cannes.
John joined the Bozell Seattle office
in 1996 as the lead strategic mind within our U.S. Bank team, and has since
spread his consumer insight capabilities throughout the agency—most
significantly for clients Children's Hospital, AAA of Northern California, AAA
of Washington, and Hewlett-Packard.
Mary Knight, Partner, Creative Director
Mary Knight will oversee all creative
work on the Early Learning Project.
Mary wrote her first headline for MBank at The Richards Group in Dallas.
Her next stop was Bozell/Dallas, where
she got "big agency" experience on accounts like American Airlines,
Greyhound, and Pace Foods. Her work
at Bozell caught the eye of the chief creative officer at DDB/Needham, Dallas,
who spirited her away to write and later creative
direct GTE Corporate, GTE Mobilnet, Tabasco, and Frito-Lay.
An Adweek all-star television
writer, her work has been featured in Communication Arts, Print, and
Archive. She has won regional and
national Addys, Clios, been a finalist at The One Show, Cannes, and has earned
a slug of Effies. She has been a
faculty member at the School of Visual Concepts-Seattle, is a guest speaker at
the University of Washington Graduate Marketing Group, and has judged numerous
award shows. Mary has also
volunteered her writing skills to Rock the Vote.
Tom Scherer – Partner, Associate
Creative Director
As an associate creative director, Tom
is responsible for leading all creative work for several clients including
Hewlett-Packard, AAA Washington, Children's Hospital, and Washington Forest
Protection Association.
As our most seasoned (and decorated)
art director, Tom is also charged with influencing the "look" on all
of our accounts. To do both of
these important jobs, Tom draws 18 years of experience on accounts like Apple
Computers, Catepillar Marine Engines, Dairy Farmers of Washington and the
Seattle Mariners.
His non-profit organization and
governmental agency experience includes Pacific Science Center; Northwest Trek;
International Snow Leopard Trust; Washington Forest Protection Association;
Washington Department of Licensing; Washington Department of Social &
Health Services/DASA; and, Washington Department of Community, Trade and
Economic Development/Tourism Division.
Along the way, Tom has earned an
impressive collection of awards including Communication Arts, Clio, The One
Show, National Addy, OBIE, Telly, Graphis Best Posters, New York Festivals,
Best in the West, and Caples. He
has also judged numerous shows.
Rick Peterson - Partner, Associate
Creative Director
Rick has made a name for himself in the
ad world by creating strong product messages that are also dead-on
reinforcement of a client's brand.
Rick joined our Seattle office in 1994
after ten years at Sharp Hartwig, a creative powerhouse in Northwest
advertising in the late '80s and early '90s.
Since being named one of our associate
creative directors, Rick has led the development of all creative work on behalf
of AAA of Northern California, FreeShop.com, Pacific Bell Wireless, and Pacific
Science Center.
Pam King - Media Director
Pam devoted the first eight years of
her career to Foote, Cone & Belding/San Francisco, creating innovative
media solutions for Clorox, Novell, Pacific Bell, Nintendo, Teledyne Water Pik
and Shower Massage, California Raisin Advisory Board, C&H Sugar, Four
Seasons Hotels, Varilux, and Taco Bell.
In early 1995, Pam established the
media planning and media research department within our Seattle office,
supported by the worldwide resources of our parent, True North Communications.
She now manages the advertising and
relationship marketing media needs of all our clients, Including AAA
Washington, Calzone & Co., Children's Hospital, California State Automobile
Association, Freeshop.com, Hewlett-Packard, The New York Times, Northwest AIDS
Foundation, PacifiCorp, Pacific Science Center, Seattle King County Convention
& Visitors Bureau, Starbucks Coffee Company, and Washington Forest
Protection Association.
Dustin Dickenson - Production Services Director
In his 15 years of production
management experience, Dustin has held positions at two direct marketing
agencies, two integrated advertising agencies, a periodical publisher, a
printing vendor, and a continuity book club. The end result of this diverse
experience is his mastery of all forms and phases of print production and the
implementation of direct response campaigns.
In addition to overseeing the
production of countless direct response campaigns, Dustin has over six years of
experience managing loyalty/customer satisfaction programs, and another two
years invested on the client side managing continuity programs.
Dustin joined our Seattle office in
1995 and now oversees all print production services for the breadth of our
clients. He has managed all phases
of production across a wide range of media for such world-class clients as U.S.
Bank, Westin Hotels & Resorts, Nike, Kraft General Foods, and Eddie Bauer.
Davis & Hibbitts
Davis & Hibbitts is a public
opinion research firm. Partner Tim
Hibbitts has been conducting research for corporate clients and public sector
decision-makers since 1976. He is
experienced in all phases of opinion research, questionnaire and sample design,
analysis, and presentation of data.
One of his specialties is survey research to assist corporations and
public agencies in developing strategies for effective communications efforts.
Clients include KATU-TV, the Portland
Oregonian, and Fred Meyer Company.
Mr Hibbitts lectures on research at Lewis and Clark College and Portland
State University, and has addressed groups such as the City Club of Portland,
Oregon Broadcasters Association and the Pacific Conference.
Davis and Hibbitt,
Inc.
921 SW Morrison, Suite 434
Portland, Oregon 97205
Telephone: 503.220.0575
Fax: 503.220.0576
Email: dhi@dhiresearch.com
Tim Hibbitts is a principal in the
firm. Davis & Hibbitts is a
corporation established in 1993.
Federal
Tax ID: 93-1129031
3 employees
No partners or employees have worked
for the State of Washington. Davis
& Hibbitts has not had a contract terminated.
Cocker Fennessy
Office of the Superintendent of Public
Instruction
Diane Turner, Director of Media Relations
Old Capitol Building
Olympia, Washington 98504
360.664.9219
Blue Ribbon Commission on
Transportation
Kjristine Lund, Project Manager
411 University Street, Suite 1200
Seattle, Washington 98101
206.442.4254
Washington State Public Stadium Authority
(PSA)
Lorraine Hine, Chair
401 Second Avenue S.
Seattle, Washington 98104
206.205.8600
Bozelle Worldwide/Seattle
AAA of Washington
Edward B. Davids
Managing Director, VP Marketing
1745 114th Ave SE
Bellevue, Washington 98004
425.646.2013
Pacific Science Center
Karen Bystrom
Marketing Director
200 Second Avenue North
Seattle, Washington 98109
206.443.3881
Children's Hospital & Regional
Medical Center
Stephanie Axelrod
Director of Marketing
P.O. Box 5371/CL-06
Seattle, Washington 98105
206.368.4984
Describe the firm's
ability to meet deadlines, especially on a short-time frame, and give examples
of how past tight deadlines have been successfully met.
Cocker Fennessy's record of meeting
deadlines and client expectations is demonstrated by the long-term
relationships with have with numerous clients who are involved in significant
public issues. We have worked for
Weyerhaeuser, ARCO and Washington Dental Service for more than seven
years. Rick Cocker and Anne
Fennessy's experiences working for statewide elected officials instilled in
them the kind of responsiveness that is often expected and needed by clients. We have the staff to back us up so that
we can make ourselves available to assist clients with urgent issues.
An example of meeting a tight deadline
was a short-term campaign that we managed for a telecommunications company
earlier this year. Two local
governments were set to make decisions within three weeks on an issue of
interest to the company. During
this campaign, we organized a county-wide coalition and produced and placed two
different ads in four newspapers, produced and placed a radio ad on two
targeted stations, organized two media events, organized numerous meetings with
decision-makers, arranged for speakers at public meetings, and generated more
than 500 e-mails to each of the elected officials.
Bozell Worldwide/Seattle, with 65
employees and resources of its parent company, is set up and managed to meet
the needs of the most demanding retail and high-tech companies. With multiple creative and production
teams on staff, the agency is able to respond to "same day"
turnarounds for newspaper and radio in emergency situations.
Cocker Fennessy
Not aplicable
Bozell Worldwide
Not applicable
3.3.1 Identification of Costs (SCORED)
Services
The fees proposed
below are project-based and billed by the hour. Projects are estimated and approved by
the client in advance using standard hourly rates.
Cocker Fennessy
Per
Hour
Rick Cocker $ 160
Anne Fennessy 160
Cynthia Hartwig 160
Tim Cottrell 95
Jim Hammond 105
Michele Odland 40
Sena Krug 40
Diane Murphy 40
Bozell
Worldwide Seattle
Dave Sharp $ 175
Account supervisor 150
Account executive 125
Creative director 200
Art director *115-150
Copywriter *115-150
Production manager 150
Media director 150
*Range depending on person
assigned to the team
Expenses
Routine office
expenses will be billed at our actual cost.
Production costs
Production costs
will be billed at our actual cost.
Media
Paid media expenses
will be billed at our actual cost.
Subcontractors
Subcontractor fees
will be billed at our actual cost. The
principal anticipated subcontractor cost, for research to be conducted by Davis
& Hibbitts, could vary widely depending on the research scope. We will negotiate a "most
favored" rate with Davis & Hibbitts or, alternatively, invite bids
from research firms based on the scope.
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