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 S