STATE OF MAINE DEPARTMENT OF ADMINISTRATIVE AND FINANCIAL SERVICES BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS RFP# 201407815 Advertising and Public Relations Services: Maine Lottery Submitted By: 2 Union Street, Suite 202 Portland, Maine 04101 Dennis Franczak, CEO p. 781-897-4801 dfranczak@fuseideas.com BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY TABLE OF CONTENTS VOLUME 1 – Proposal of Services (Non-Cost) Tab Page A. B. C. D. Transmittal Letter………………………………………………………….. Formal Representation of Compliance……………………………………. Disclosure of Litigation……………………………………………………. Response to Specifications for Part II…………………………………….. 2.0 Overview and Bidder Background………………………………… 2.1 Bidder Experience and History……………………………………. 2.2 Strategic Approach…………………………………………………. 2.3 Minimum Specifications Requirements…………………………… 2.4 Creative Samples……………………………………………………. 2.5 Staffing………………………………………………………………. 2.6 Requirements for Advertising and Public Relations Services………. 2.7 Advertising Costs and Expenditures………………………………… 2.8 Economic Impact within the State of Maine………………………… E. Bidder-Selected Technical Documentation and Creative Samples…………. APPENDIX (Including required confidential financial statements) …………… 2 03 05 06 07 07 14 33 38 48 74 84 93 94 95 102 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY A. TRANSMITTAL LETTER Dear Selection Committee: It’s not often that an RFP comes across my desk that makes me stop, get up, and then high five the next person who walks by my office. It’s even less often that a prospective client is so perfect, so in need of what we do, so ridiculously in our wheelhouse that one high five isn’t enough, and I rally the entire agency—high-fives all around! But this is exactly what I did when I read the Bureau of Alcoholic Beverages and Lottery Operations – Maine Lottery RFP. Let me explain why I am so excited about you. First: our wheelhouse. Our experience includes work for two other state lotteries, the Connecticut Lottery Corporation and the Massachusetts State Lottery, as well as a wide range of entertainment brands including HBO, NBC, Fox Networks, ESPN, ABC, and Disney. Our team includes people who have worked on these, plus the New Jersey Lottery and a wide variety of fast-moving retail products and brands. But we know that experience is just one important consideration. Fuseideas has tons of relevant experience, but it’s results that matter. So, how about this? For Fiscal Year 2013, we helped CT Lottery increase sales by $41 million and generate an additional $2.1 million, for a total contribution of $312.1 million to Connecticut’s General Fund. We did this by providing exciting new creative for campaigns promoting many of CT Lottery’s 47 instant games. We planned and supported the launch of a new 50/50 Super Draw game, and ramped up television production while saving CT Lottery money by finding efficiencies in that process. For the Massachusetts Lottery, we helped increase sales by $102 million with a highly successful year-end promotion in 2011 for their $10 million raffle. Most recently, we helped CT Lottery achieve one of the most successful launches of a 5 Card Cash game in the country, exceeding sales projections by more than 300%. You can see more of our successes in our complete submission. One of the reasons for our success with great clients like CT Lottery, MA Lottery and other clients is that we are dig deep in our discovery process. Doing that enables us to find insights about the brand and marketing challenges that spark ideas for new, original strategies that are organic to the brand and are super-effective when executed with creativity. That combination of strategy and creativity is a powerful thing. It leads to innovation—to fusing ideas together to make something great happen. That was the inspiration for our name, the process of fusing ideas together to create exciting, new dynamic marketing solutions. Our teams bring big ideas to life in existing channels, as well as new ones that we invent just for you. Go ahead and ask our clients! They will tell you that, yes, we have experts in the right fields—creative, media, account service, strategy, etc—but they will also say that our true value exceeds our collective expertise. Our true value comes from our attitude of inventiveness. 3 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Speaking of fusing things together to create spectacular results—we are submitting a joint proposal with our friend Angie Helton at Northeast Media Associates of South Portland. Angie brings unmatched experience in public relations in Maine. Fuseideas is the Primary Bidder, and as CEO of Fuseideas I will serve as your single authorized contact as requested in Section 1.16 of the RFP. We are Fuseideas, and what makes us different is that we hire people who think on their feet, who walk straight towards a problem instead of away from it. We are natural problem solvers whose outlook and approach is that there are no limits to what we can do to solve marketing challenges! Today’s advertising environment requires such flexible thinking to maximize opportunities, shift efforts in real-time, and execute a plan with a constant eye towards optimization. But—enough from me. It’s time to prove to you that Fuseideas is the agency you’ve been looking for. I invite you to read the rest of our submission and consider giving us a crack at your business. I can assure you that you will not be sorry you did. Sincerely, Dennis Franczak, CEO Fuseideas 781-897-4801 dfranczak@fuseideas.com IDENTIFICATION OF AUTHORIZED PERSONS: Dennis Franczak Chief Executive Officer Fuseideas, LLC 8 Winchester Place, Suite 303 Winchester, MA 01890 781-897-4801 dfranczak@fuseideas.com Steven Mason Senior Vice President, Account Director Fuseideas, LLC 2 Union Street, Suite 202 Portland, ME 03101 207-828-1780 smason@fuseideas.com 4 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY B. FORMAL REPRESENTATION OF COMPLIANCE To Whom It May Concern: I, Dennis Franczak, acting as Chief Executive Officer of Fuseideas, LLC, do hereby attest that Fuseideas, LLC, as a bidder responding to the State of Maine Department of Administrative and Financial Services, Bureau of Alcoholic Beverages and Lottery Operations RFP # 201407815, Advertising and Public Relations Services Request For Proposals, accepts and will comply with the Terms and Conditions set forth in Appendix 1, pages 24 through 27 of said RFP, as also identified at bottom of pages as Maine Lottery Ad Agency RFP #201407815, Part 1. Fuseideas, LLC does not note any exceptions to said Terms and Conditions. Signed: ________________________________________ Dennis Franczak, as CEO Fuseideas, LLC Date: ______/_______/________ 5 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY C. DISCLOSURE OF LITIGATION AND OTHER INFORMATION To Whom It May Concern: I, Dennis Franczak, acting as Chief Executive Officer of Fuseideas, LLC, do hereby attest that Fuseideas, LLC, is not currently engaged in nor responding to any litigation; nor am I, as CEO of Fuseideas, LLC, aware of any pending litigation at this time. Fuseideas, LLC has not been subject to or a participant in any administrative or regulatory proceedings, nor similar matters that could materially affect Fuseideas, LLC. Fuseideas, LLC acknowledges and accepts that as part of the review and consideration process the Bureau of Alcoholic Beverages and Lottery Operations (BABLO) may initiate investigations into the backgrounds of Fuseideas, LLC, its principals or other individuals or entities related to Fuseideas, LLC as deemed appropriate. Fuseideas, LLC agrees to provide such information as may be reasonably necessary for BABLO to conduct its review and considerations of Fuseideas, LLC as a bidder responding to the State of Maine Department of Administrative and Financial Services, Bureau of Alcoholic Beverages and Lottery Operations RFP # 201407815, Advertising and Public Relations Services Request For Proposals. Fuseideas, LLC acknowledges and accepts that it must disclose any such litigation, administrative or regulatory actions that occur during or after the review process, should Fuseideas, LLC be selected and enter into a contract with BABLO. Signed: ________________________________________ Dennis Franczak, as CEO Fuseideas, LLC Date: ______/_______/________ 6 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY D. RESPONSE TO SPECIFICATIONS FOR PART II 2.0 Overview and Bidder Background Our Agency: Fuseideas is full-service marketing agency with deep roots in technology that has evolved to be a new kind of agency— one that fuses together creative, strategy, technology, media, social media, and analytics to form powerful solutions to marketing challenges. • • • • Founded in 2006 by Dennis Franczak 50 employees Offices in Portland, ME, as well as Atlanta, Boston, New York, and Prague Annual capitalized gross billings of over $20 million Experience: Experience as related to advertising consumer products includes these examples of our wide ranging and highly relevant client work. Connecticut Lottery Corporation: Agency of Record since 2013, responsible for strategic planning and development of all advertising campaigns and creative, as well as media planning and execution, POS/Retailer materials, promotions and publicity support, social media support. Advertising includes television, radio, out of home, digital, print, collateral/POS, newsletters, annual reports and special projects. Massachusetts Lottery: Project assignments/contracts since 2010, including development of television advertising for MA Lottery $10 Million Raffle, media planning and buying services for various game campaigns and initiatives, design work supporting brand identity and new game launch. Bermuda Tourism: 7 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Agency of Record since 2011, responsible for brand strategies, advertising campaigns including creative development and execution for television, radio, print, digital, out of home, collateral, direct marketing; media planning and buying in the US, Canada and the UK, management and development for Bermuda Tourism’s multiple websites in North America and Europe; targeting segmentation and analysis; database, and social media. Bangor International Airport: Agency of Record since 2009, responsible for brand strategies, advertising campaigns, website design and content development, and research projects relating to scheduled airline service, and special niche marketing advertising initiatives such as General Aviation and Air Cargo. DownEast Acadia Regional Tourism: Since 2006, projects and assignments including print, digital and other advertising, development of collateral and trade show displays, development of a strategic marketing plan, execution of special projects as assigned to support website development including user research. Maine Office of Tourism: Fuseideas developed and produced the Official Maine Lobster app for the Maine Office of Tourism—a mobile app providing everything you need to know about Maine’s iconic crustaceans. In addition, several Fuseideas team members worked on the Maine Tourism account for several years before joining Fuseideas, including the planning and execution of the award-winning 2010 Hot Fun Summertime campaign. Boston Bruins: Fuseideas developed and executed the Vote Bruins Campaign at the request of the franchise 8 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY to help boost the votes for players Zdeno Chara and Marc Savard to be sent to the NHL AllStar game. The fully integrated campaign featured television, digital, social media, and public relations efforts – including celebrity spokesperson comedian Lenny Clarke. As a result of our campaign, Chara received the 3rd highest volume of votes in the Eastern Conference, and Savard easily made it to the big game with votes to spare. Vermont Teddy Bear: In 2008, Vermont Teddy Bear engaged Fuseideas to develop something special for Valentine’s Day. We created a fresh new campaign based on a theme of “Show her you know her,” presenting the product as a thoughtful and personalized gift. The campaign generated more than 12,000 views on the e-commerce site, with 63% of visits garnered through integrated social media activity. Reebok: In the highly competitive and fast-moving world of athletic shoes, the introduction of a new product has to be successful. Reebok asked Fuseideas to develop something breakthrough for its new customizable shoes featuring a write-on, wipe off capability. We developed a “Talking Shoe” campaign, complete with a smack-talking persona and humorous one-liners designed to be hot social media content. Our microsite and videos drove interest, and more than 18,000 pairs of these unique shoes were sold in the first two weeks. Decathlon: Fuseideas created one of the most effective and innovative product campaigns ever for Decathlon’s 2-Second tent, featuring one of the first 10-second TV spots tied to video on the web. Supported with print and experiential marketing, the campaign produced stellar results: store traffic increased 25% and tent sales increased 75%. Snip-its: 9 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY To enhance their brand image without straying from core values and core customers, Fuseideas developed an enhanced brand experience through exciting new POS materials, special launch kits for new store openings, and impactful direct marketing materials. Our work included preparing new franchise materials to attract and support new retailers. Over 3 years, Snip-its realized $40 million in incremental growth. Adidas: Adidas wanted to increase their presence in the highly competitive college and university branded apparel market. Fuseideas developed a complete program of POS materials designed especially for university bookstores and athletic centers, creating customized displays for each college or university. The retail POS strategy enabled Adidas to gain entrance into lucrative retail outlets and establish a foundation for growth in this important market segment. Facilities and Skills: Fuseideas offers a complete range of services, all of which are available through our offices at 2 Union Street in Portland, Maine at the corner of Commercial St. and Union St. Specifically, the Account Director and Project Manager, as well as the Creative Director and principal designer/copywriter to be assigned to the Maine Lottery account will work in the Maine office. It is a small facility but is a pleasant working environment for up to 4 people, and includes a small conference area for meetings and work sessions. The Portland office is equipped with computers and systems sufficient to support all planning, account management, creative development, creative execution, and production activities that would be associated with Maine Lottery’s account. Of course, public relations and research capabilities are resident in the offices of our partners in this submission, located in South Portland and Portland. Just 90 minutes away, our headquarters in Winchester, MA (approx. 10 miles north of Boston) houses the majority of our staff, with media, social media, finance and administration, and additional creative staff located there. We have engineers in Prague whose work hours are offset to our own, meaning that development occurs there while we are all sleeping here. This gives Fuseideas’ clients the very real advantage of people advancing their interactive and web development projects for virtually 24 hours per day. The following is a complete list of our capabilities and services: 10 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Advertising & Creative • • • • • • • • • • • Interactive & New Media Online/Digital Broadcast—Television, Radio and Video Print Out of Home POS/Collateral, Brochures Direct Marketing (Digital & Traditional) Annual Reports & Special Publications Tradeshow Exhibits / Display Systems Website Content Development Interactive Features Presentations—PowerPoint/Keynote/Multimedia • • • • • • • • • • Branding & Strategy • • • • • • Segmentation/Analytics Brand Positioning Brand Research Brand Architecture Competitive Analysis Visual Brand Identity Brand Guidelines/Brand Standards • • • • • • • Social Media • • • Applications & Game Development PHP, .NET, Java, Cold Fusion, XML, Flash Action Scripting, HTML5 Mobile Joomla! CMS Content Management Systems E-Commerce/E-Marketing Flash Design and Development Information Architecture Design Intranets and Extranets Web Design, Web Strategy/IT Consulting SEM, SEO Usability Analysis and Testing Data Collection Data Append Data Analysis & Reporting CRM Development Customer Profiling/Psychographic Profiling Market Segmentation ROI Dashboard Public Relations & Promotions Social Media Strategy Development Audience Nurturing and Engagement Programs On-going Implementation & Engagement 11 • • • Public & Media Relations Strategies and Programs Publicity, Consumer and Trade Promotions Experiential Marketing/Events BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY References: Bangor International Airport: Ms. Risteen Bahr, Marketing Director Bangor International Airport 287 Godfrey Boulevard Bangor, ME 04401 p. 207.992.4610 email: rbahr@flybangor.com 2009 to current, Agency of Record, Full Service Marketing, planning, campaigns, website content, collateral, direct mail, research, support of air service, general aviation, air cargo, facilities rentals, airport services and amenities. Marketing budget approx. $300,000 to $500,000. Connecticut Lottery Corporation: Ms. Linda Tarnowski, Director of Marketing and Communications Connecticut Lottery Corporation 777 Brook Street Rocky Hill, CT 06067 p. 860-713-2701 email: linda.tarnowski@ctlottery.org 2013 to present. Agency of record, ad campaigns, media buying (TV, radio, print, digital, POS & retailer support, instructional videos, and social media support. Overall budget $12 million. Massachusetts Lottery Ms. Beth Bresnahan, Executive Director Massachusetts Lottery 60 Columbian Street Braintree, MA 02184 (781) 849-5555 2010 to present. Various projects to include media planning and buying as well as assignment based advertising. We are currently doing a Keno graphics package project for them. Budgets range from $50,000 - $100,000 per assignment. 12 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Joint Proposal: As outlined in RFP Section 1.16, Fuseideas is submitting a joint proposal with the South Portland, ME based public relations firm Northeast Media Associates. Responsibilities: • • Fuseideas is the Primary Bidder, and will serve as the lead agency providing all services in the Scope of Work except for public relations Northeast Media Associates (NEMA) will provide all public relations services under the direction of Fuseideas Northeast Media Associates, led by its President, Angie Helton, has been in business for nearly 10 years. NEMA’s emphasis is on garnering exposure for clients on a local, regional or national level (or beyond), based on their goals and, more importantly, having a positive impact on revenue and the bottom line. NEMA is located at 141 Brigham St, South Portland, ME 04016 p. 207.653.0365 Although not a joint bidder in this response, Fuseideas will also work closely with Portland, Maine based Pan Atlantic SMS Group. Pan Atlantic SMS Group is a highly experienced, leading Maine-based market research and consulting firm of widely experienced analysts and consultants, which has been meeting clients’ needs since 1985. The firm has a professional staff of 12 full-time analysts and consultants. The company’s approach is practical and totally results-oriented, and under company president Patrick Murphy’s leadership the firm aims to add significant value to each client assignment. For 29 years, Pan Atlantic SMS Group has met the informational and developmental needs of a variety of clients, including many clients in the lottery sector. Since the company’s inception, it has become widely recognized as providing accurate, reliable, and actionable market research data and consulting services for more than 500 clients. A distinguishing characteristic of the firm is that it provides strategic consulting services in addition to market research. Secondly, the principal project staff members bring a high level of real world experience to bear in conducting project work for clients. 13 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.1 Bidder Experience and History 2.1.1 Following are concise descriptions outlining our experience and how we will provide full service capabilities in each of the following areas: A. Strategic Planning Experience: How Fuseideas will provide full-service capabilities: Fuseideas is an active partner in strategic planning with the For BABLO/Maine Lottery, we will: majority of our clients, due in part to the fact that Fuseideas • Work closely with leadership to discuss, explore and provides senior level executives with substantial experience as develop strategic marketing plans that support account directors in addition to the team of strategists BABLO’s goals and objectives. available to all clients. Our strategic planning experience • We will involve not only our designated Account includes preparing and submitting recommendations for Super Director, Steven Mason, but also our CEO, Dennis Draw campaigns for CT Lottery, planning how to boost MA Franczak; V.P. Strategy, Chris Ritter; creative Lottery’s year-end sales, and the development of a directors, Doug Campbell and Paul Bonneau; Media comprehensive strategic plan for Bermuda Tourism. Our team Directors, Traci DeBakker and Michelle Dalton; as members have also provided strategic planning for numerous well as our PR partner Angie Helton and research institutions of higher education, including Virginia partner Patrick Murphy. Commonwealth University, Florida Polytechnic University, and University of Southern Maine. Our team also helped the • Our approach will follow our 5-step project United States Navy History and Heritage Command develop a management process from Discovery through set of strategic marketing plans for each of the U.S. Navy Execution (See Appendix for a detailed description the museums located across the country. Fuseideas Project Management Process). 14 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY B. Account Management Experience: Fuseideas has a reputation for fanatical account service, because of the quality of marketing professionals we hire. To be an account person at Fuseideas, one must be intelligent, pro-active, creative, diligent, thorough, organized, conscientious, knowledgeable, curious, inventive, entrepreneurial, tireless, professional, and an excellent communicator. Our experience in providing excellent account service spans across all of our client relationships – some that have been ongoing for as long as we have been in business. Clients such as CT Lottery, MA Lottery, Bangor International Airport, MaineDOT, the Maine Office of Tourism, Iona College, Big Sky Montana, Bermuda Department of Tourism and others have experienced the professional, effective, dedicated account service that has contributed to our agency being one of the fastest growing in the Northeast. 15 How Fuseideas will provide full-service capabilities: • We will assign Steven Mason, Senior Vice President and Account Director, to be the day-to-day contact for Maine Lottery in our Portland office. • Steve will be assisted by Angie Helton, President of Northeast Media Associates of South Portland who will be the lead Public Relations person on the account. • Dennis Franczak will be a highly visible and involved part of our full-service team, bringing his wealth of experience to the account as CEO and chief strategist. • Vice President Chris Ritter will provide additional account service at the strategic planning level. • At Fuseideas, full integration means that creative, media and social media team members are also involved in the day-to-day activity on the account, so Doug Campbell, Paul Bonneau, Michael Durwin, Traci DeBakker, Michelle Dalton and others will be serving BABLO/Maine Lottery. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY C. Creative Development Experience: How Fuseideas will provide full-service capabilities: Fuseideas is fortunate to have a wealth of creative talent at our • In our Portland, ME office we will assign creative agency, and that is by design. We recently recruited and hired director Doug Campbell as the lead creative person on industry veteran and respected creative writer Vanessa Levin the account. Doug’s talents and experience make him to serve as our Executive Creative Director. As you will see in a perfect match for the BABLO/Maine Lottery her summarized resume, Vanessa brings industry-leading assignment, and one that he will approach with vigor. talent and experience to our agency having worked on campaigns that we all know. • Also from our Portland office, we will assign Paul Bonneau as broadcast creative director to work on all We are uniquely qualified to serve BABLO/Maine Lottery television and radio for BABLO/Maine Lottery. Paul’s because of our experience in creative development and extensive experience makes him one of the most execution for other lottery organizations, as well as a wide qualified broadcast advertising professionals in Maine. variety of exciting travel and tourism, sports, entertainment and retail clients. • Executive Creative Director Vanessa Levin will contribute her formidable skills as copywriter. Our creative development experience includes all manner of creative vehicles, including television, radio, digital, print, out • The creative team leaders identified above will be of home, direct marketing, mobile, experiential, and of course supported by our staff of designers and other creative extensive POS and retailer support materials. people. • 16 We will continue to avail ourselves of the ample creative resources in Maine, including writers, graphic artists, designers, editors, voice talent, radio production, television production, and others. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY D. Job Trafficking Experience: How Fuseideas will provide full-service capabilities: Over many years, Fuseideas has maintained a highly effective, • We will follow our well-established procedures to efficient and reliable process for preparing files for release to open jobs, prepare creative briefs, hold kick-off publications and printers, and for the trafficking of jobs within meetings, prepare and submit work orders, change the agency to assure that resources are assigned and that work orders, timelines and project plans. progresses as required. • Our production and traffic process is supervised by Part of this process includes the use of Basecamp, a project our Director of Operations, who will assure that proper tracking system that allows progress to be noted and for resources are scheduled to support the creative rounds of proofs and other information to be shared on a bydirectors. job basis. • Close coordination is maintained between the account Our systems have allowed us to successfully execute even the service team, creative team and production through most robust, busy client programs such as CT Lottery and weekly team meetings, status reports and the work Bermuda Tourism, each representing more than 300 active order/change order system. jobs each year. 17 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY E. Media Planning & Buying Experience: Fuseideas has one of the most experienced and capable media departments in the Northeast. As an agency, we have made a commitment to develop and provide our clients with a top notch team, and we have done that by recruiting and hiring media professionals who have previously worked for such firms as Blitz Media, ISM, VIA, Zimmerman and many others. Our experience in Maine includes media planning and buying for Bangor International Airport, MaineDOT, Sargent Corporation, the Maine Turnpike Authority and USM. More broadly, our experience includes substantial media buying for state lotteries, including CT Lottery and MA Lottery. Our media team is highly capable of planning and executing programs of any magnitude or complexity, including international media buys. On an annual basis, the Fuseideas media team places more than $20 million in media. 18 How Fuseideas will provide full-service capabilities: • Working with our Portland, ME based team, our media department will conduct all planning and development of campaign plans for BABLO/Maine Lottery. • Discovery meetings and discussions can take place in person, via web conference or phone to get projects started. • Media plan decks will be prepared and presented summarizing objectives, strategies and recommendations or scenarios. • Based on client feedback and direction, detailed media plans will be prepared and presented. • Upon approval of plans, authorizations will be presented for confirmation to proceed. • Our full service in media will include all of the above, plus in-flight optimizations, campaign reporting, analysis and post-campaign recaps and reports. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY F. Production Planning & Execution Experience: Fuseideas has substantial experience in planning and executing a wide range of advertising productions, including television productions ranging from small-crew/small-budget projects to major productions with budgets of well over $200,000. We have conducted location shoots in foreign countries, and have produced everything from simple print advertisements and POS materials to highly complex digital advertising and apps that require substantial development and programming. Regardless of the scope or complexity, we follow the same tried and true project management process that has enabled us to be successful with clients large and small. 19 How Fuseideas will provide full-service capabilities: • We will adhere to our proven project management process with every BABLO/Maine Lottery assignment. • Written project plans will be prepared and shared with BABLO/Maine Lottery for all television productions. • Written status reports will be updated and shared at weekly Status Meetings/Calls, with detail for every project of: o Required Deliverable o Current Status o Next Steps o Important Dates / Due Dates o Owners/Responsible BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY G. Public Relations Experience: Since 2009, NEMA has managed public relations for Harvest on the Harbor, Maine’s Premier Food + Wine Festival, on behalf of the Greater Portland Convention & Visitors Bureau, to help reach their goal of putting Maine on the map as a culinary destination. Through our efforts, the festival has attracted thousands of visitors from 34 states across the US and Canada, generated hundreds of articles and media stories from as far away as Paris, and generated more than $7 million in additional tourist revenue for the region, based on industry estimates. NEMA helped the Boothbay Harbor Region Chamber of Commerce increase attendance and coverage of the annual four-day Windjammer Days Festival for its 50th anniversary celebration. In order to bring a new level of attention and participation to the Windjammer Days Festival, NEMA created a new kick-off event, “Jammers & Joggers,” a first of its kind land-and-sea torch run in which a local doctor raced against a traditional Windjammer Ship for 50 miles. NEMA’s PR efforts yielded more than 30 media features, including a feature story in Runner’s World magazine about the torch run. Using industry benchmarks, the festival generated nearly $530,000 in economic benefits to the Boothbay Region over the four days. Most recently, NEMA was hired to help promote the newly opened Inn at Cuckolds Lighthouse, off the coast of Southport, Maine. Over 6 months NEMA was able to secure more than 20 articles and blog posts about the Inn including 20 How Fuseideas will provide full-service capabilities: • Working with South Portland, Maine based Northeast Media Associates and the firm’s president, Angie Helton, Fuseideas will provide the full scope of public relations services required in the scope of service outlined in the RFP. • Fuseideas and Northeast Media Associates (NEMA) will function as one cohesive entity in providing service to BABLO/Maine Lottery. • Overall Account Director and Project Manager Steve Mason will supervise and coordinate all services for BABLO/Maine Lottery, including those services performed by NEMA. • Public Relations will be fully integrated in all respects, including all planning, account coordination and supervision, day-to-day work, reporting and the execution of all approved strategies and tactics. • NEMA’s involvement will be structured within Fuseideas such that BABLO/Maine Lottery will only be dealing with one entity, Fuseideas as the prime bidder/contractor, in all matters of billing, record keeping and the like. • Angie Helton will participate fully as an active member of the team serving BABLO/Maine Lottery, alongside Steve Mason and the other key leaders BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY New York Times, Boston Globe, Men's Journal, Robb Report and many local media outlets. NEMA’s social media team grew a robust online presence for the Inn, adding 1200 Facebook fans and a growing their Twitter and Google+ presence. The Inn is completely sold out for the 2014 season, with reservations already booked for 2015 and 2017. 21 representing creative, media, social media, analytics, interactive and finance/administration. • Public relations projects will be included in all status reports, status meetings and calls, and all plan documents and marketing plans. • Public relations reporting will be integrated with overall campaign reporting. • Fuseideas and NEMA will appear as seamless entities working jointly for BABLO/Maine Lottery. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY H. Web-Based Advertising & Promotions Experience: Fuseideas has deep experience in digital advertising, over many years and for many different types of clients. Our experience includes multiple digital campaigns for Bermuda Tourism (digital advertising is now more than 75% of the Bermuda Tourism media mix), with customized messages and creative delivered to different target segment personas. Our digital advertising for CT Lottery has included more traditional web banner advertising. Our experience includes innovative use of web-based promotions, including the creation of micro-sites such as our Reebok “Talking Shoe” promotion, or our highly successful Decathlon 2-Second Tent promotion. Most recently, we created an innovative new promotional program for Alberta Tourism, enabling the province to provide prospective visitors with experience videos custom designed to align with each consumer’s interests. 22 How Fuseideas will provide full-service capabilities: • We will provide BABLO/Maine Lottery with strategic planning for web based advertising and promotion solutions by involving such innovators as our Director of Digital Strategy, Michael Durwin. • Our support will include planning and recommendations from Yeliza Centeio, our director of Digital Media. • • Creative will be led by Doug Campbell in our Portland office, supported by other team members at Fuseideas Programming support will be provided by our team of highly talented engineers in Prague, or by web designers at our Fuseideas headquarters. • Project management will be provided by Account Director Steve Mason. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY I. Social Media Advertising and Promotions Experience: Unlike many agencies, Fuseideas views social media as a digital strategy that is fully integrated with all other vehicles of communications. We do not view it as a stand-alone function nor as a “supporting player.” Given this philosophy, our approach is to develop social media strategies and tactics as part of the core campaign planning, not as an add-on. Our social media experience has included substantial work for Bermuda Tourism, with fully integrated social media as a core part of such campaigns as the Winter Promotion and Pink Sale. We are proud that during the first several weeks of managing the Bermuda Tourism social media program, we increased engagement by 2,000%, and over a period of less than 24 months increased their Facebook fans from 625 to more than 105,000. CT Lottery has a dedicated manager for social media, so our role with CT Lottery has been to support that person with paid social media programs and other assignments. Our experience also includes social media programs for higher education clients, and an extensive amount of work for our entertainment clients, such as Fox Networks. 23 How Fuseideas will provide full-service capabilities: • Director of Digital Strategy Michael Durwin will be assigned to lead social media planning for BABLO/Maine Lottery. • Michael will be supported by our Social Media Manager, Jill Jankowski. • Social media strategies and tactics will be developed as part of the fully integrated core planning process for all campaigns. • Social media activity will be closely coordinated with media, public relations and promotions to ensure maximum effectiveness. • Social media reporting will be part of the weekly status meetings/calls and campaign reports. • Ongoing conversations are critical between the agency and BABLO/Maine Lottery to facilitate continuous creativity and to be current with all social media content and activity. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY J. Direct Marketing (Mail, Digital & Social) Experience: Fuseideas offers a wide range of experience in direct marketing from programs we have developed and executed for such clients as Snip-its, Vermont Teddy Bear, Collette Vacations, MaineDOT, Maine Highway Safety Media Group, Maine Turnpike Authority, and Bermuda Tourism. Specific examples include a New Teen Driver mailing packet that we developed in cooperation with MaineDOT, the Maine Bureau of Public Safety and the Maine Turnpike Authority. Sent to the parents of every new driver’s license recipient in Maine, this kit contained important information about the special care recommended for parents of new teen drivers. Another specific example is the email program we execute monthly for Bermuda Tourism. With a database of over a quarter-million prospects, we develop and send an eNewsletter filled with timely information and offers on a monthly basis. Our open rate averages over 20% and our click-through rate averages over 15%, well above the standard for the travel industry. Our use of social media as part of our integrated direct marketing strategies includes delivery of offers and seasonal messages through Twitter to followers of such clients as Bermuda and Boston Harbor Hotel. 24 How Fuseideas will provide full-service capabilities: • As an integrated part of campaign planning, direct marketing will be considered as a vehicle for message delivery among the media mix for BABLO/Maine Lottery • We will explore the potential of existing lists, and identify options and strategies for building lists • We will discuss with BABLO/Maine Lottery such things as the VIP programs that some lotteries like MA Lottery offer (MA Lottery Red Carpet VIP Club) • We will provide the experience of our team members who have managed massive direct marketing programs for airlines, cruise lines and tour companies as well as for such retailers as J Jill. • Our creative team, led by Creative Director Doug Campbell in our Portland office, will develop engaging and effective direct marketing ideas. • Our analytics and media professionals, including Yeliza Centeio and Traci DeBakker, will lead list preparations and targeting. Your Account Director, Steve Mason, will supervise and manage the project from start to finish. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY K. Sales Promotions Experience: Fuseideas is experienced in consumer sales promotions of many different types and scopes, as well as in retailer sales promotions designed to support retailers and introduce new products and programs, or to boost sales. Examples of such promotions include our work for Snip-its to support new store openings, consumer sales promotions for such clients as Bermuda Tourism and the annual Pink Sale for which we have generated ROI of typically 11:1 or higher. Other sale promotions we have done include B2B sales promotions for entertainment giant HBO, to support the distribution of new programming to regional and local cable providers. Our innovative sales promotion for Game of Thrones generated better-than-expected results for HBO. 25 How Fuseideas will provide full-service capabilities: • CEO Dennis Franczak will lead strategy discussions on possible sale promotion activity, applying his deep experience from our sports, entertainment, retail, and travel clients. • All marketing disciplines will be involved in the planning and development of sales promotions for BABLO/Maine Lottery, including account service, media, social media, creative, interactive, analytics, and public relations. This is the way a truly integrated sales promotion has to be developed to be truly successful. • After a creative brief is written, it will be presented to BABLO/Maine Lottery for review and comments. • The approved sales promotion plan will be executed according to our 5-step project management process. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY L. Overall experience with 18 to 35 age demographic Experience: According to the U.S. Census, Maine has 261,520 residents of age 18 to 35. Of course, depending on the time of year, the number of people in that demographic group increases with students, visitors and temporary residents. As a demographic segment, these Millennials are a powerhouse consumer group with particular psychographic traits and consumer attitudes and behaviors very different from their older Boomer siblings and parents. One of the things that differentiates Fuseideas from other agencies is our high level of competence in understanding targeting strategies based on customer profiling, targeting segmentation studies, as well as demographic and consumer trends. For instance, our experience includes using more than 6 million immigration data cards to build a customer database for Bermuda Tourism that we processed with a multi-variable data overlay, and then conducted a sophisticated targeting segmentation study. That Mosaic profiling and segmentation study allowed us to provide Bermuda Tourism with a deeper understanding of the Bermuda visitor than ever before, and enabled us to achieve new efficiencies in targeting media and delivering customized messages to prospects. The 18 to 35 demographic is obviously an important one for our other lottery clients, and our media planning includes strategies to deliver well against this segment. Our extensive work in higher education includes this target as well, especially in terms of promoting post-graduate degree programs. 26 How Fuseideas will provide full-service capabilities: • Our media professionals will apply all of their substantial experience to targeting all of the right segments for BABLO/Maine Lottery, including the 18 to 35 demographic. • One of our key insights that we have learned from working with other lotteries is that this target segment is sometimes intimidated by certain types of games that they are not familiar with, or that include references to things that older consumers might recognize, but that younger consumers do not. Even a term as simple as a “straight or box bet” can be a barrier to a Millennial who is not anxious to deal with anything that might reveal lack of knowledge and experience. • Our team will develop strategies to specifically address the 18 to 35 segment, with messages that align with their particular psychographic • The creative team will then execute and produce advertising and materials according to those strategies • As appropriate, we will test messaging with Portland based Pan Atlantic SMS Group, with online panels or focus groups split into demographic segments 18 to 35 and 35+. • We may recommend custom messaging for 18-35 via digital advertising, social media, and direct marketing that is more aligned to that demographic than the umbrella broadcast advertising which is very broad. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY M. Other Special Abilities Experience: Unlike many agencies, Fuseideas has the capability and experience to provide BABLO/Maine Lottery with marketing innovations based on technology. Odds are good that among responding firms, only Fuseideas will have a team of 10 professional programming engineers with deep experience in multiple platforms and languages, including many different types of CMS. These special abilities have allowed us to efficiently create micro-site solutions for many different clients, including Reebok, Decathlon, and currently CT Lottery. We have developed highly creative, engaging mobile apps for such clients as the Maine Office of Tourism, Hartsfield Jackson Atlanta Regional Airport—and even for television’s Doomsday Preppers show. How Fuseideas will provide full-service capabilities: • We will bring forward ideas and recommendations for innovative marketing solutions that appropriately address unique marketing challenges experienced by BABLO/Maine Lottery. • Both our CEO, Dennis Franczak, and our Director of Digital Strategy, Michael Durwin, will be thought leaders in this area. • Ideas and concepts will be discussed, and upon agreement to explore further, Fuseideas will develop outlines of the proposed idea, costs and timelines Such initiatives will be part of fully integrated campaigns, and their development will be managed through our project management process. • • 27 Whenever necessary, we can coordinate effectively with the IT group managing www.Maine.gov. BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.1.2 Fuseideas’ experience in the following categories: A. Gaming BABLO/Maine Lottery will benefit greatly from the experience that Fuseideas has in state lotteries. That experience includes the Massachusetts Lottery (MA Lottery) and the Connecticut Lottery Corporation (CT Lottery). Since 2010, Fuseideas has worked on a project basis for the MA Lottery, with contracts for such programs as television production and creative work on the MA Lottery $10 Million Raffle, and for media planning and buying at various occasions over the years. Currently, Fuseideas is serving MA Lottery with planning and creative design for one of MA Lottery’s most important games. In 2013, Fuseideas became the Agency of Record for CT Lottery, and is charged with planning and execution of campaigns supporting instant and draw games plus special projects. Our work includes media planning and buying for CT Lottery’s annual media investment of over $9 million. Creative development includes substantial television production, radio production, development of print, digital, out of home, and an enormous POS program. Special projects have included instructional videos, annual reports, newsletters, stakeholder communications, presentation materials and more. Our work contributed to a sales increase of over $40 million in fiscal year 2013 for CT Lottery, allowing for a total transfer of over $312 million to the general fund. 28 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY In 2014, Fuseideas helped CT Lottery introduce its new 5 Card Cash game. Fuseideas recognized that a key to launching this exciting new draw game would be to assure prospective players that it is easy and fun, and offered two ways to win with every ticket. That educational strategy worked, as sales exceeded projections by more than 300%. Fuseideas experience with these other state lotteries, in combination with our experience in retail, tourism, sports, and entertainment make us super-qualified to serve BABLO/Maine Lottery. 29 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY B. Entertainment (movies, theater, video games, clubs, etc.) BABLO/Maine Lottery will benefit greatly from the experience that Fuseideas has in work for entertainment brands. Since 2006, Fuseideas has been providing services for entertainment entities such as AMC Theatres, ArtsEmerson, Disney, Fox, HBO, NBC, Microsoft Xbox, the National Hockey League, the National Basketball Association, and the Boston Bruins. These assignments have ranged from full campaigns to assignments in brand development, graphic design, website and interactive development as well as social media and experiential marketing. Most recently, Fuseideas won a number of awards in this category for our work with Fox Networks and the National Hockey League. 30 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY C. Retail Retail marketing has been a core competency of Fuseideas since our founding in 2006. We have been fortunate to work in a variety of retail environments and our staff has extensive experience in this area. Clients we have experience serving include Snip-its (60 stores), Sears Hometown Stores (300 stores), Decathlon Sports (18 stores), and Adidas College Sports Licensing (30 stores). Within these assignments, Fuseideas is typically is responsible for POP/POS materials, field marketing support, advertising, FSIs, media planning and buying. We have been fortunate that most of our retail clients have seen an increase in sales as a result of our work. D. Government Agencies Working with government agencies is something that is core to Fuseideas’ DNA. We have worked with well over a dozen government entities in areas of economic development, lotteries, transportation, tourism, and public health. Some government clients have included: • Maine Turnpike • Maine DOT • Maine Tourism • Bangor International Airport • Massachusetts Lottery • Connecticut Lottery • Mass. Office of Travel and Tourism • Mass. Dept. of Public Health • Mass. Dept. of Agriculture • Massachusetts Port Authority 31 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY • • • E. Fast Moving Consumer Goods Hartsfield-Jackson Atlanta Airport Metropolitan Nashville International Airport City of Philadelphia Our agency’s work with two other state lotteries, MA Lottery and CT Lottery, has given us a wealth of directly relevant experience that will benefit BABLO/Maine Lottery. But in addition to this important experience, we also have a deep background in travel and tourism, where the perishable product of bed-nights, airplane seats, and cruise berths are fast moving. Beyond this, we have also worked with numerous retail brands including Snip-its, Vermont Teddy Bear, Silver Diner, Collette Vacations, General Tours, Reebok, Adidas and more. We are a nimble agency, able to react quickly when the Powerball rolls, when Mega Millions builds to exciting new levels, and impact buys need to happen quickly. 32 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.2 Strategic Approach A. Fuseideas’ experience with programs to increase sales of low-cost consumer retail products. Following are a few examples of the strategic approach we have used to increase sales of low-cost consumer retail products: • Newspaper FSI with special money-saving coupons for Snip-its to attract new customers • Direct mail to bring back past customers of Snip-its • Newspaper advertising and direct mail promoting Blue Plate specials for Silver Diner • Retailer POS driving sales of CT Lottery’s new 5 Card Cash Game, fully integrated with television, radio, out-of-home, and digital advertising—including an instructional video online • A count-down television spot designed to motivate last-minute purchase of the MA Lottery $10 million Raffle tickets • Special “impact” radio advertisements and “jackpot” digital billboards implemented on short notice to coincide with high-level Powerball or Mega Millions prizes • Signs promoting “We Had A Winner!” at retail locations for CT Lottery, reinforcing that an actual winner bought a winning ticket at that location   B. Fuseideas’ experience with programs to generate brand identity development or awareness. Examples of what we have done to generate brand identity and develop awareness for our clients include: • For CT Lottery, we created a fully integrated campaign introducing the new draw game 5 Card Cash, and established that product brand identity so effectively that sales exceeded projects by more than 300% • Creation of a revitalized brand identity for Bermuda Tourism, introducing the “Bermuda – So Much More” campaign. This new brand campaign was launched in mid-2012, and generated a strong response with an increase of website traffic to the official tourism website of Bermuda in excess of 30%, with a corresponding 2,000% increase in social media engagement within the first few months of the campaign. • For Decathlon sporting goods, we developed a breakthrough brand campaign spotlighting the new 2-Second Tent product, and through the campaign lifted awareness of Decathlon as a provider of outdoor sporting equipment and gear. Store traffic increased 25% 33 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY • For Husson University, we developed an updated brand identity program with a contemporary advertising campaign, featuring Husson students in “Life Prints” illustrating the full scope of each person’s academic and personal interests. This brand identity program was brought to life through a dynamic new website, also featuring students and faculty life prints. C. Fuseideas’ experience with programs designed to retain and acquire website and social media users. Fuseideas is a leader in programs designed to retain and acquire website and social media users. With a full team of internal programmers and creative staff, Fuseideas is well versed in developing programs that convert customers. This is done with compelling creative, but supported by top-notch execution and best practices in retention and acquisition. A recent example, which not only had incredible results, but also won a very prestigious award, was our work for Fox Networks on the launch of a new show on National Geographic Channel called “Doomsday Preppers.” FOX Network and National Geographic Channel sought a unique and interactive digital marketing mechanism to promote the first and second season of the hit series Doomsday Preppers. The online marketing initiative needed to possess a strong viral component, as well as a design that allowed for continuous content updates and platform enhancements that would engage users over an indefinite time period. In conjunction with partner Direct TV, the networks hired Fuseideas to develop a social media acquisition strategy campaign that would captivate users and build excitement. Fuseideas developed the Doomsday Prepper Survival Team application – a fun and interactive Facebook social marketing experience. The app invited users to test their disaster-scenario preparedness by building a four-person team of Facebook friends and assigning each team member an appropriate role in the quest for surviving various apocalyptic events. This app allowed the team leader to choose their own persona (survivalist, doctor, hunter, militia, for example) and determine the roles their friends would represent on the team. The prospective teammates received an invitation to participate and had the ability to accept or change their role. Teams achieved points based on the diversity of the team’s skillset. Additionally, the team leader could enhance their group’s rank by increased interaction on affiliated Facebook pages (Direct TV, National Geographic), as well as increased participation from their teammates. All users were encouraged to become their own team leaders and impart this application to their friends, making it a highly sharable online marketing tool. This app also contained survival videos and factoids that appealed to fans of the show. 34 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY The Doomsday Prepper Survival Team application was extremely successful, garnering over 20 million impressions in the first months deployment. In the first day of launch, the app resulted in nearly 700 additional “likes” for the DirectTV Facebook page. The campaign resulted in more than 3,000 teams and 10,000 participants have engaged with the app. This social media campaign far exceeded the client’s initial “cost per fan” goal of $1.00, garnering Facebook fans at an average of 33 cents per like. D. Fuseideas’ experience with defining and tracking your performance against specific measureable objectives, especially quantifiable sales objectives. Our Director of Analytics and her staff work with the interactive team to ensure all tracking mechanisms and Key Performance Indicators (KPIs) are agreed to during the Discovery Phase of the campaign and then applied during the Implementation Phase of the campaign. With digital advertising, for example, we work with an Ad Server to track digital media channels (inclusive of mobile, video and rich media), monitoring total number of impressions served, clicks generated and site visits (both view thru and click thru) per campaign, media partner, placement, unit size and creative execution. We ensure that all Google 35 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Analytics tracking is properly implemented on the site so that every section of the website, interaction and conversion is properly tracked and monitored. For social media we enable a Social Listening tool in order to monitor our user’s sentiment and get a clear idea on what the market needs from the brand. Other tools are also activated and linked in order to have a holistic view of the performance across the entire marketing campaign, for example, we link Google Analytics and AdWords so that data flows between both platforms fluidly. We believe in accountability and focus on results. Sales reporting typically comes from our clients, and we use that to report return on investment. When the data is available to support it, we develop a campaign dashboard to track and measure success according to agreed KPIs. As a specific example of how we track performance, Fuseideas developed an integrated dashboard for our work for the University of Southern Maine. During our 2+ year relationship Fuseideas was not only responsible for the research, brand development, and creative execution but also the media planning and buying which also included our tracking of media performance. Each month, Fuseideas provided dashboard performance reports showing media performance by specific channels. During the month, however, Fuseideas was consistently monitoring and managing performance. One such example was a media buy we had with Yahoo! As part of this work, we saw the Yahoo! ads were performing above index and we immediately moved media assets to Yahoo from underperforming outlets so as to maximize performance. This strategy helped drive enrollment inquiries up by over 10% for the programs advertised in this program. E. Fuseideas’ experience identifying a problem or opportunity for a client that we uncovered through research and how we adapted our strategy or creative development to take advantage of this research finding. Well-orchestrated research serves as the foundation for hard-working, sustainable brands and great creative. It builds marketing intelligence and insights to focus your brand and products on the most compelling messages and images, to connect with your audiences in a meaningful way and ultimately, to achieve your marketing goals. Furthermore research is instrumental in building internal consensus. It helps align your internal audiences so they support the brand direction and messages. We have seen instances where research energized government leaders, stakeholders, and 36 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY community groups to put more resources behind brand initiatives. Fuseideas believes strongly in brand research as a fundamental element in developing, implementing and sustaining the Maine Lottery brand. We will work with you to define what research you currently have, how to use it best, and what other research needs to be conducted to achieve your brand goals. Through the process, we will work with you to develop a strategic discovery process that simultaneously creates the marketing intelligence you need and while building internal consensus. Working with Portland, ME-based Pan Atlantic SMS Group, Fuseideas has the capability to conduct comprehensive brand research, matched to your needs, including discovery interviews, qualitative research and quantitative research. A most recent example of our research helping identify an opportunity came from our work with Iona College: In the summer of 2011, Iona College was faced with a downturn in enrollment. After searching for a research and branding partner, Iona chose to work with Fuseideas to conduct a comprehensive research analysis and integrated branding program. Our research showed that the college trailed its competitors in awareness and perceived quality. However, the research also showed that Iona had a clear opportunity to define itself as a college that builds strong character as well as rewarding careers. Armed with these findings, Fuseideas developed a positioning strategy and brand creative solution that melded character and career. The new brand was launched in the spring of 2013 and Iona saw an immediate impact. Applications increased 28% and resulted in the largest and highest quality class in 5 years. A full year of the branding initiative has achieved even stronger results with a 31% increase in applications and a 22% increase in acceptances. The college is also seeing a sustained upturn in quality; the average SAT of the incoming class is estimated at 28 points higher than last year. 37 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.3 Minimum Specifications Requirements As shown in each of the following sub-sections, Fuseideas meets or exceeds all minimum standards required: 2.3.1 Advertising Strategy The primary opportunity that Fuseideas sees for BABLO/Maine Lottery is twofold: A. Fuseideas will provide increased creativity, resulting in more sophisticated advertising with higher production value that is more effective and will increase sales, while also reflecting more positively on BABLO/Maine Lottery B. Our experience and expertise will result in improved strategic planning, brand development and program design and execution These important improvements will be based upon an overall strategy with three strategic pillars: • • Products – Reposition Maine Lottery products to focus on 3 key benefits: “Easy + Fun +Prizes” Image – More effectively weave the fact that the Lottery is good for Maine into the brand story we tell 38 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY • Entertainment – Increased sales will happen when more people want to play, and when current players responsibly play more often—and Maine Lottery play becomes an appropriate part of “my entertainment” Products: We believe strongly that “target audiences” are real human beings, with motivations, attitudes and behaviors that are understandable and predictable. And we also believe in turning marketing challenges inside-out to look at them differently. So in our work related to state lotteries, we have come to realize that there are three things that prevent people from engaging with lottery games: a) “I don’t know how to play and would be embarrassed to admit it and ask someone, plus it looks complicated/hard” b) “It doesn’t look like fun, having to figure out all that stuff, and for what?” c) “I like money, I would like to win some money, but no one ever wins those prizes/I never win anything”   Given this, it’s not enough to focus on the dream of what you will do if you win big. Our recommended strategy is to communicate the benefits of playing (responsibly, of course). Why should one play? Because it’s easy, it’s fun and lots of Maine people win lots of prizes! The reassurance provided by stating that playing is easy kicks open the door to education on how to play. And education on how to play can happen so easily with instructional videos, web content and social media. Remove that barrier, and the next benefit falls into place—playing is fun! People are unique individuals, and the way they play Maine Lottery games will be a joy to explore creatively. Especially as we delve into people sharing the fun of playing. One 39 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 25X the Money ticket is fun. One for each, boyfriend and girlfriend – that’s fun and entertainment times two! Finally, the prizes become more exciting when awareness increases of not only the number of winners, but the fact that those winners “are just like me”—people who have always believed they never win anything. Sharing their stories is a key part of our advertising and public relations strategy. Image: We learned something very important from one of the leaders we have worked with at another state lottery. It’s called “permission” and it relates to the strategic importance of weaving into our advertising and public relations the fact that Maine Lottery is good for Maine. People should know that, besides paying out millions in prizes, Maine Lottery provides approximately $50 million each year to the General Fund where our elected representatives allocate those resources to the benefit of the people of Maine. Depending on which areas actually benefit from the contribution to the General Fund, it could be promoted that education, health care, roads, parks, and emergency services are supported by revenue from Maine Lottery ticket sales. This part of the story needs to be told. Every nth TV spot could be a Good for Maine message, rotated in to the weekly station traffic instructions. The Good for Maine story can be more prominently featured on the web, and certainly public relations and promotions can include this information. It is our point of view that this is a critical part of the brand strategy that should be more effectively woven into the overall advertising and public relations programs. Entertainment: This is perhaps the most important new strategy that we are recommending because we truly see this as being a key difference in how Maine Lottery marketing can perform over the next several years. As we stated above, increased sales will happen when more people want to play, and when current players responsibly play more often—and Maine Lottery play becomes an appropriate part of “my entertainment.” Making the Maine Lottery part of “my entertainment” is the big idea. And like all wonderful, big fat ideas that produce great results, it is ridiculously simple at the core. For some players, this is already a reality. They play regularly because they love it. And lottery play is one part of a healthy and responsible entertainment mix, right along side going to the movies, watching the Patriots play, and bowling on Sundays with the neighbors. Whatever “your” entertainment mix is, Maine Lottery is a legitimate option to consider. After all, it’s EASY and FUN. And there are exciting PRIZES that lots of people win. Working entirely within the parameters of responsible play, we can be very creative in sharing how entertaining Maine Lottery play can be, especially leveraging the fantastic and funny things that real people (not people who look like TV actor people) do when they play. To illustrate such human interactions by example… 40 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Two Millennials sitting across from each other at a table in a coffee shop, in a silent, intense and flirty fun competition as they review the Mega Multiplier tickets they have uncovered, one of them shown with eyes growing large at the last second… (Play with a friend!) • A seriously large, burly worker steps up to a semi-circle of anxious looking men, only to have his face break into an enormous smile as he shows them the Megabucks Plus ticket they sent him to get, with rows of numbers they have asked for—each smiling, nodding and putting “voodoo” luck on the ticket by waggling the fingers of their gloved hands (Play on a team!) Tapping into real human behavior will help people see how Maine Lottery fits into the entertainment mix of people just like them. And doing this in a way that builds upon the brand pillars of EASY, FUN and PRIZES will produce great results while advancing brand image. • 2.3.2 Creative and Production Services We take a strategy-based approach to creative concept development. Our proprietary discovery process helps determine the chief benefit that is of interest to the target audience. We then seek to understand the conventions that must be either adopted or disrupted in order to position a brand, not only against its competition, but possibly even against a brand’s own past. The benefit is then fleshed out with its support points and molded into a creative strategy statement. Our strategic process is collaborative, involves the client, commits the creative team, protects the concept and therefore protects the budget. The benefits of an informed strategy lead to smart creative thinking, again with client participation from rough concept through final production. We don’t move forward without clarity. When selecting a production team to work with our creative staff we look for trust, experience, enthusiasm, ownership and a common goal. If we agree on the quality of their reel and experience then we make sure that they not only add value but also understand the concept and demonstrate it in their written treatment. Great execution is a collaboration, and we have the production talent we need right here in Maine, at all levels. Broadcast production is not about making that one big decision correctly. It’s about making one hundred smart, small decisions throughout the process. Your audience will know the difference. 41 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.3.3 Media Services Overall Approach: Our media team is skilled at developing multi-media approaches to accomplish campaign objectives, reaching target audiences in unique and cost-efficient ways. We consider the total media mix and layer all vehicles to drive maximum reach and frequency. Our work begins with a deep dive of your target audience, any segmentation data, geographical considerations, key initiatives, and budget, amongst other variables. Using a variety of research tools, we examine the target audience(s) and their media consumption habits and build a strategic approach against all initiatives. We build a considered set of media partners, engage in a rigorous RFP process and, ultimately, recommend partners who deliver the best programs. Optimizations occur throughout the life of the campaign, so media shifts based upon performance, with active client involvement throughout. As part of the overall strategy, we will work together to determine the percentage of media allocation against current core customers as opposed to the Millennial opportunity segment. This will be a key driver in the recommended media mix. A. TV TV / Cable offers tremendous reach and aids in brand recognition. While TV has been the most successful media vehicle for Maine State Lottery against its prime demographic (A35–60), it will not be the most effective channel in reaching Millennials. As noted, we will determine the strategic approach and actual allocation as part of our early planning process. To effectively consider Maine TV, we recognize that Maine is served by three DMAs, but market idiosyncrasies cause viewership to traditional television to vary across the state. For example, WMTW is the official ABC station of the Portland DMA, but homes in parts of southern Maine can also watch ABC on WCVB out of the Boston DMA. In addition, cable penetration of Bangor (38.5%), Presque Isle (46.2%) and Portland (60.3%) are at or below the national average of 57.2%. The Portland DMA also includes some New Hampshire homes, so an individual Maine-system only buy will be considered based upon coverage and pricing. Due to the above factors, it is important to consider county-by-county 42 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY coverage and supplement underserved counties with additional cable or other mediums. With regards to programming, sports will be a key element. While Maine residents traditionally follow Boston sports, there is an affinity for the University of Maine sports, especially their hockey team. The Black Bear TV network of stations provides coverage of Men’s Hockey in Portland and Bangor. Of note, there are 44,000 UMaine alumni living in Maine, comprising 4% of the A18+ population. One strategy could be to highlight campaigns with specialized spot placements such as Closed Captioning, Prime lineup sponsorship, Late Night line-up sponsorship and sports sponsorships. B. Radio Radio will be used to efficiently build general market awareness and help increase message reach and frequency. Radio is also an effective medium by which to drive traffic to the 1,300 retailers. All stations will be evaluated utilizing qualitative & quantitative data, including audience profile, rank, format, cost, schedule, duplication and addedvalue, to determine the optimum partners. Radio’s impact will also be extended through streaming opportunities in the digital strategy. A key benefit to radio is the ability to tie-into station promotions and further develop custom opportunities. We can also work with DJs to create buzz about new games or special promotions. Stations will do remotes/appearances at retailers with lottery reps onsite and prizes/giveaways. The state of Maine is served by three MSAs, with 72,000 homes in Aroostook County not included in a MSA. Because of this, as well as market idiosyncrasies such as mountains and an uneven coastline, it is important to strongly consider not just coverage by county but also by zip code. We will review all counties and coverage maps for all considered stations and supplement with appropriate non-measured stations as needed. Radio will be an effective medium to target Millennials, reaching 90% of all persons 18-34 each week; average time spent listening is 11.5 hours/ week. (Source: Nielsen Audio National Regional Database, Spring 2013). Considered formats include: Country + New Country, Rhythmic CHR, Pop CHR & Urban Contemporary, amongst others. Additional formats targeting an older demographic will be considered for any portion of the media mix allocated to the current GenY/Boomer consumer. 43 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY C. Web (Digital) Digital is a key element to drive measurable action. Digital partners will be selected based upon ability to intercept our target audience, considering their media habits and consumption. Campaigns will utilize geographic, demographic and psychographic targeting and a combination of display, pre-roll/video, streaming radio, native content and rich media to drive engagement. We will optimize continually to best performing partners/units based upon pre-determined KPIs, which we define during planning. Proposals will be reviewed and evaluated from all considered sites/partners, including ad networks (provide scale, costefficiency and retargeting across premium publishers and niche sites), endemic sites (reach audiences within their core digital environments) and pre-roll/video partners (leveraging the power of online video). Gaming sites will also be considered. A multi-channel digital strategy will be vetted to ensure reach of target audiences across devices, especially Millennials, who consistently utilize laptops, tablets and mobile on a daily basis. Engaging with them in unique ways online is key to connecting; a synergy between the digital and social components will ultimately drive results. D. Social Media Paid social media will be used to engage with prospective consumers and encourage conversation about games and tickets. Social can also be used to promote messaging about special events and Lottery promotions. Facebook News Feed ads can be targeted to various audience segments and can direct to appropriate landing pages. As the Maine State Lottery Facebook page grows (currently 181 likes), we can extend the reach of organic content that has garnered successful engagement via Promoted Posts. We can engage with the Twitter audience (currently 396 followers) via Promoted Tweets using specific keywords. All paid social can be targeted via geographic, demographic, and psychographic criteria. Organic social efforts will be critical to engaging with the target audiences. Especially with Millennials, Lottery should enable users to become content creators, to grow a new audience base and increase loyalty. Contesting is also a highlyeffective way to grow your social following. 44 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY E. Out of Home Out of Home will be used as an umbrella vehicle to reach all audience segments with broad-reach and high-impact formats. Generally, OOH is flighted during key times to support other media in the market. As traditional OOH (bulletins/posters) are prohibited in the state, transit opportunities can reach the major markets and non-traditional formats can provide an impactful media overlay. Several key transit systems will be considered, including Portland’s Metro, with a fleet of 30 busses serving Greater Portland, including Westbrook, South Portland/Maine Mall area, Falmouth, and the International Jetport. South Portland also operates 5 busses. The Bangor Community Connector operates a fleet of 17 busses serving the greater Bangor area including the towns of Veazie, Orono, Old Town, Brewer, and Hampden. Lewiston/Auburn’s CityLink serves Lewiston/Auburn, Lisbon, and Topsham with a fleet of 10 busses. Bus advertising is available via sides, rears, rear wraps, king kongs, full wraps and interior cards. Additionally, there are a small number of transit shelters (10 units, 20 faces) in the Portland market, which can be utilized to reach vehicular and pedestrian traffic. Non-traditional OOH will also be considered as a means of reaching audiences in an unexpected, but impactful, way. Possible vehicles include: gas station advertising, bar/restaurant advertising, flying aerial banners over beaches and tourist areas in the summer and ski resort advertising (capitalizing on the high ski season traffic), amongst others. Sponsorships and experiential opportunities will further extend the Lottery message. Sports & music/concert packages, with in-stadium signage and creative promotional elements, beyond the expected, can grow Lottery exposure. You have many sponsorships in place and we can be a sounding board and partner for future evaluation and integration of these packages. 45 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.3.4 PR Services Proposed Public Relations Plan for BABLO/Maine Lottery: Key Objectives: Aggressively pursue more positive exposure for Maine Lottery and all of the games in order to increase awareness among the Lottery’s current customer base as well as the desired Millennial demographic. Our goal would be to increase public awareness of the favorable aspects of the lottery, in-state winners awareness, promoting a positive lottery image, provide press information for new games, promotions and products. The goal is ultimately to increase sales of tickets. Strategy: Millennials are the instant gratification demo; we believe promoting success stories of past and present winners and how the lottery has changed their lives will resonate with this audience. Since millennials may be less familiar with the logistics of the lottery, educating this group on how the games are played and terminology will be an important consideration for the campaign. We also recommend creating a series of high profile events, described below, to get people engaged and excited about the Maine Lottery and to create a hook for coverage in both the traditional and social media space. While our final public relations approach will be shaped by the results of the segmentation study currently underway, and through consultation with you, we have outlined below our initial ideas for bringing Maine Lottery to several communities and right to key audiences. PR Campaign--"Maine Lottery Scavenger Hunt" Phase 1: Initiate PR campaign around past and present winners of the lottery, geared toward the Millennial demo. We would interview past and present winners to show how their winnings changed their lives. For example, thanks to their winnings in the Maine Lottery, Jan and John Smith were able to build their dream home and John got the hot sports car he always wanted. It's all about the bling for the millennials and that's what we want to show and highlight. Stories like this would be told through press releases and through short, fun, and fast-moving videos. The end of each video would tease the upcoming "Scavenger Hunt" campaign and slowly roll out details (see phase 2 for more details). A YouTube channel would host the videos and could be used when distributing press releases, as well as on all social media channels. Phase 2: Kick off the "Scavenger Hunt" for a package of lottery tickets and the search for the "golden ticket," which has an instant prize of $50,000. Maine Lottery would go to towns all over the state where there are Maine Lottery retailers, hiding a package of lottery tickets that may or may not contain a golden or silver ticket somewhere in the town. Clues to the location of the tickets would be given through Maine Lottery’s Twitter and Facebook accounts. Once someone finds the tickets, they 46 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY would take a photo of themselves and post on the Maine Lottery Facebook page in order to be eligible. There would be only one golden ticket worth an instant prize of $50,000 and several silver tickets worth an instant prize of $1000. • There is an opportunity to partner with other companies for joint promotions such as a cell phone company, gasoline company like Irving, Subway or Dunkin Donuts, who could offer additional prizes to be included in the bundled tickets of the scavenger hunt. These businesses could help promote the event as well. Tactics: • Hold a press conference to kick-off the Maine Lottery "Scavenger Hunt" • Press releases announcing each town or location and the dates of each "Scavenger Hunt" o We believe, in some cases, targeting high traffic locations in certain towns will have the biggest impact, such as sporting events like Portland Sea Dogs games, Casco Bay Lines and Maine State Ferry terminals in the summer, Fall fairs, Music Festivals, Food & Beer Festivals. o We also want to target several small towns in Maine covering all the Counties. • Follow-up press releases to local media in each town two weeks prior to the event • Earned media through the weekly hyper-local papers in each town about the "Scavenger Hunt" • Partner with local radio stations and other media outlets to announce the clues • Each time Maine Lottery goes into a town they hang a big banner/sign in the center of town or at retail store announcing the "Scavenger Hunt" • Press releases announcing winners of the "Scavenger Hunt" on an ongoing basis Additional overall tactics for continuing PR for Maine Lottery: • Ongoing press releases about winners and the store owners • Outreach to media about winners and invitations to the store owners where winning tickets are sold • Provide press information for new games, promotions and products. • Produce videos to educate Millennials on how the games are played as well as where the money from the lottery goes in the state. We would produce two videos, one featuring a young man showing how to play the games and one featuring a young woman. These would be distributed with a press release and on all social media channels. Events: A strong presence at seasonal events whose attendees match your desired audiences would provide great opportunities to increase visibility and interest in the Maine Lottery games. Some of the bigger events could be part of the "Scavenger Hunt". We recommend that Maine Lottery attend/sponsor events like beer festivals, certain concerts (Bangor Waterfront Park), foodie festivals, and certain sporting events where you can reach a younger demographic. 47 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.4 Creative Samples Before we share our samples, let us share a few words about our creative philosophy at Fuseideas: Creativity is not just the lifeblood of our agency; it’s our life’s work. It’s the oil that runs the machines in our idea factory. It started coursing through our digital veins years ago. And today, it infuses all our work. Creativity is the spark at Fuseideas. In our shop, creativity seeps into every corner. It touches everyone who touches a project, from management supervisors to summer interns. It’s infectious. It rallies our troops and lifts our spirits. It makes us want to blog about our BeerFest. (We actually taught ourselves how to brew craft beer and market it.) It makes us want to interrupt the holiday clutter on TV with a mime pulling a lottery message across the screen. And have a gorgeous woman suddenly jump off a cliff in Bermuda to challenge perceptions. Creativity is instilled into every brief, every ad-like object, every commercial, website, banner ad, post and even into our party invitations. We just can’t help ourselves. We’re creative beings who work in a great business where on any given day, something blank can turn into something brilliant. It dazzles us and delights our clients. Sometimes at Fuseideas, it feels like we’re navigating chaos, other times it feels like we’re riding a comet. But all the time, it’s just a lot of fun. Fuseideas is pleased to provide all of the types of samples requested in the RFP, plus additional examples to help illustrate the kind of hard-working creativity that BABLO/Maine Lottery will enjoy as the fruits of our collaboration and our team’s talents and abilities. 48 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY The table below may be used as a directory to the many samples that follow: 2.4.1 Samples: TV ad TV ad TV ad TV ad TV ad TV ad TV ad Radio ad Radio ad Radio ad POS sample POS Sample Press Release Press Release Marketing Plan Marketing Plan 2.4.2 Samples: Print Ad Print Ad Print Ad Print Ad Outdoor Campaign Outdoor Campaign Brochure Direct Mail / Coupon Direct Mail / Coupon Social Media/Internet Social Media / Internet Creative: “Quiet Karate Lobster” $250,000 Cashword “Aunt Sheila’s Fruitcake” Holiday “Countdown” “High Society” “Colourful” “EZ Pass Shoes/Soccer” “Husson University – You and Husson” “2014 Father’s Day Poem” “Mega Test” “Haste Waste” Lucky For Life 2014 Holiday Scratch Games Harvest On The Harbor Press Release Best Places To Work In Maine Kick Off Bermuda Tourism Strategic Plan National Naval Aviation Museum Marketing Plan Client: CT Lottery CT Lottery MA Lottery Bermuda Tourism Bermuda Tourism Maine Turnpike Authority Husson University CT Lottery CT Lottery Maine DOT CT Lottery CT Lottery Portland Convention & Visitors Bureau ME State Council, SHRM Bermuda Tourism U.S. Navy History & Heritage Command “High Society” “Stir Your Swizzle” “Now this is an instant message” “No app for this” “Memorial Day” Husson University Bus Wrap Husson University View Book “Blueplates” “It’s Been A While” Winning Numbers Facebook feature Maine Lobster App Bermuda Tourism Bermuda Tourism Bangor Int’l Airport Bangor Int’l Airport CT Lottery Husson University Husson University Silver Diner Snip-its CT Lottery Maine Office of Tourism 49 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery $250,000 Cashword Sell $250,000 Cashword tickets, attract new players Adults, Statewide CT “Quiet Karate Lobster” – In the $250,000 Cashword scratch game, random word combinations can win you big money. We brought the excitement of this game to life by bringing an example of a winning word combination to life. Literally. This TV spot is on the Flash Drive, inside back cover 50 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery Holiday Scratch Games Sell Holiday Scratch Games, promote them as gifts Adults, Statewide CT “Aunt Sheila’s Fruitcake” – No matter how delicious it may be, fruitcake isn’t high on anyone’s holiday wish list. We contrasted this human truth with the unorthodox idea of giving the Connecticut Lottery’s holiday scratch games as gifts. This TV spot is on the Flash Drive, inside back cover 51 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: MA Lottery MA Lottery $10 Million Raffle Boost sales of the $10 Million Raffle in the final weeks before drawing Adults, Statewide MA “Countdown” – Human nature is to put things off until the last minute. We let everyone know that the last minute was arriving, and the time to act was now, before it’s too late. Simple and effective. This TV spot is on the Flash Drive, inside back cover 52 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bermuda Tourism Bermuda Increase visitors/air arrivals, and brand development Affluent adults, top Mosaic profiles, US & CAN “High Society”- in a classic perception/reality gap situation, the perceptions of Bermuda as suggested by research are played out against the existing realities. Here Bermuda's perception for being a bit stodgy is refuted with an adventurous activity that plays out against the headline. This TV spot is on the Flash Drive, inside back cover 53 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bermuda Tourism Bermuda Increase visitors/air arrivals, and brand development Affluent adults, top Mosaic profiles, US & CAN “Colourful”- The many colors of Bermuda are illustrated in a play on words that illustrate the idea that there are many wonderful moments of many different kinds that one can experience on a Bermuda vacation. This TV spot is on the Flash Drive, inside back cover 54 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Maine Turnpike Authority E-ZPass Increase awareness of and enrollments for E-ZPass Maine commuters who do or could use the Turnpike “Shoes/ Soccer”- Real people telling real stories. The campaign was divided into :15’s, each illustrating a different customer benefit for using E-ZPass told through an authentic and engaging customer application. This TV spot is on the Flash Drive, inside back cover 55 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - TV Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Husson University Husson University Increase awareness of and student enrollments Prospective students, parents, guidance counselors In this series of television spots, actual students tell their stories while surrounded by “life print” graphics that illustrate not only their academic interests, but also their personal interests—emphasizing that Husson University cares about you as a student and a person building a unique and rewarding life. This TV spot is on the Flash Drive, inside back cover 56 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - Radio Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery Scratch Games Boost sales of scratch tickets at Father’s Day Adults, Statewide CT “2014 Father’s Day Poem” – Much like the holidays, Father’s Day gift giving can be a little uninspired. Here we parodied all the expected gifts dads receive over the years and followed up with the suggestion of a few scratch games that might surprise him for once. This radio spot is on the Flash Drive, inside back cover CREATIVE SAMPLE - Radio Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery Mega Millions Increase sales of Mega Millions tickets, attract new players Adults, Statewide CT “Mega Test” – We’re not sure how a Mega Millions jackpot would go unnoticed by anyone. But just in case, we wrote this spot to prepare people for the things they might hear if THEY win the jackpot. This TV spot is on the Flash Drive, inside back cover 57 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - Radio Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: MaineDOT 511 Increase awareness of the new 511 information service Drivers, 16+ “Haste- Waste”—humor is mined to show the benefits of “checking before you go” as illustrated in a side by side comparison of a commuter who calls 511 before leaving work and one who does not. This TV spot is on the Flash Drive, inside back cover 58 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – POS Poster Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery Lucky For Life Increase awareness and purchase of Lucky For Life tickets Adults, Statewide CT LUCKY FOR LIFE – Winning $1,000 a day is bigger than it looks on paper. By making this prize ridiculously tangible—for instance, “629 Burritos Every Day!” —we made it perfectly clear in a fun and unexpected way just how much the prize was worth. 59 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – POS Wobbler Account Name: CT Lottery Product Name: Holiday Scratch Games Marketing Objective: Increase sales of Holiday Scratch Games Target Market: Adults, Statewide CT Creative Strategy: 2014 HOLIDAY SCRATCH GAMES – Sometimes simpler is better. The headline “BUY THIS LOTTERY TICKET HERE!” perfectly communicates what the retail customer needs to know in five words. It’s POS done right. 60 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Press Release Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Greater Portland Convention and Visitors Bureau Harvest On The Harbor Generate awareness and stimulate attendance of the event Local, state, regional and national media Press Release: Providing information and interesting context for the announcement of ticket sales, along with an overview of event highlights including references to who would enjoy the event and why. A PDF of this multi-page press release is on the Flash Drive, inside back cover CREATIVE SAMPLE – Press Release Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Maine State Council of the Society of Human Resource Management Best Places to Work in Maine Announce the start of the Best Places to Work in Maine program Local, state and regional media Press Release: Announce the start of the important program, identifying the partners while providing an overview of the program, who its for, and how they may participate. A PDF of this multi-page press release is on the Flash Drive, inside back cover 61 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Marketing Plan Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bermuda Tourism Bermuda Provide a comprehensive strategic marketing plan Travel and Tourism industry stakeholders in Bermuda, government officials, business leaders, the media Provide a thorough, professional plan with substantial information organized and presented in a useful and visually pleasing manner. A PDF of this marketing plan is on the Flash Drive, inside back cover CREATIVE SAMPLE – Marketing Plan Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: U.S. Navy National Naval Aviation Museum Marketing Plan Provide a concise yet thorough marketing plan U.S. Navy History & Heritage Command, key stakeholders and museum board members and supporters Present a no-nonsense, simple, but highly strategic and detailed marketing plan to serve as a roadmap for planning and actions to be taken to enhance the effectiveness of the museum’s marketing efforts. A PDF of this marketing plan is on the Flash Drive, inside back cover 62 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Print Ad Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bermuda Tourism Bermuda Increase visitors/air arrivals, and brand development Affluent adults, top Mosaic profiles, US & CAN “High Society”- in a classic perception/reality gap situation, the perceptions of Bermuda as suggested by research are played out against the existing realities. Here Bermuda's perception for being a bit stodgy is refuted with an adventurous activity that plays out against the headline. 63 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Print Ad Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bermuda Tourism Bermuda Increase visitors/air arrivals, and brand development Affluent adults, top Mosaic profiles, US & CAN “Stir Your Swizzle”- Just when you couldn’t be happier. In keeping with the playful theme, the reader is advised to lose their inhibitions and then find even more because in Bermuda there is…so much more. 64 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Print Ad Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bangor International Airport (BGR) Scheduled air service Encourage continued and increased use of airline service from BGR, and booking on FlyBangor.com Adults, 25–64, BGR catchment area “Now, this is an instant message.” While we are much more in touch with our loved ones through electronic media, nothing can replace “being there”, in person. 65 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Print Ad Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Bangor International Airport (BGR) Scheduled air service Encourage continued and increased use of airline service from BGR, and booking on FlyBangor.com Adults, 50+ in BGR catchment area—readers of Maine Seniors magazine “There’s no app for this” – this ad continues the notion that while we are much more in touch with our loved ones through electronic media, nothing can replace “being there” in person, but is customized for the 50+ audience. 66 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Out of Home/Billboard Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery Special Memorial Day Message Pay Tribute to Those Most Deserving Adults, 18+ MEMORIAL DAY (no game promoted) –Memorial Day is great for the three-day weekend, but we should respect the fact that it’s meant to be a day of remembrance. We think the line we ran this year paid tribute to those who have served, past and present, in a way that was most fitting of our lottery client. 67 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Out of Home – Bus Wrap Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Husson University Husson University Increase awareness of Husson University Prospective students, parents, alumni and supporters Utilize a montage of images focusing on students enjoying all there is to experience at Husson University. 68 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE - Brochure Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Husson University Husson University Engage and enroll students Prospective students, parents, guidance counselors Turn the perceived weakness of being a smaller school into a point of differentiation and strength. Focus on the individuals’ entire life and background, not just their academic achievements. A PDF of the entire Husson Viewbook brochure is on the Flash Drive, inside back cover 69 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Direct Mail Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Silver Diner Menu items / specials Increase customer counts and sales Adults, 25+ Launch a value added anniversary campaign and update the brand identity through a contemporized overall design leveraging the appeal of classic American diners, while injecting excitement to the brand. 70 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Direct Mail Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Snip-its Snip-its Stimulate repeat visits from prior customers Customer lists Invite past customers to return, and provide them with a variety of special offers to motivate them to do so. 71 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Social Media / Web Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: CT Lottery CT Lottery games Engage players and add value to their use of CT Lottery Facebook page CT Lottery ticket buyers Create an appealing, branded look for a new feature on the CT Lottery Facebook page, providing access to winning numbers of various games in one convenient place. 72 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY CREATIVE SAMPLE – Web/Interactive Account Name: Product Name: Marketing Objective: Target Market: Creative Strategy: Maine Tourism Maine Generate increased first-time and repeat visitors, and enhance the experience of visits Adults, 25+ “Maine Lobster App”- Using Maine’s iconic crustacean as the vehicle for a mobile app that features Guides, Getaways, Recipes, Fun Facts About Lobsters, and “Lobster Tales” video stories about Maine lobstermen and the lobster industry, this fun and useful app is both useful and entertaining. 73 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.5 Staffing Following are the proposed Fuseideas team members to be assigned to the Maine Lottery account, with summarized resume information for each, along with an estimated projection of the percentage of their time to be devoted to BABLO/Maine Lottery: STAFF THAT IS PASSIONATE ABOUT LOTTERY & RETAIL MARKETING “Working with an agency willing to roll up their sleeves and work side by side with us was profound.” – Current Fuseideas client If you ask our clients what it’s like to work with us, you’ll get responses that highlight our passion for our work and our obsession with solving the problems that other agencies don’t have the expertise or the desire to take on. It takes great people to live up to this mission and reputation: and we do have those people at Fuseideas. Our team includes strategists, creative thinkers, technologists, media professionals, and social media gurus. More importantly, our team brings a “blue collar” mentality to their work every day, which carries our clients further than they could ever imagine. As we do with all our clients, Fuseideas will dedicate a high-level project team to the Maine Lottery account, and tailor the team’s engagement to bring optimal expertise combined with cost-effective management. The following pages contain just a few key members of your project team, but a full team will be supporting these key staff members. 74 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Dennis Franczak, Chief Executive Officer (Estimated Projection of Time on BABLO Account: 10%) Dennis is Fuseideas’ founder and has 20 years of business experience, 16 of which have been dedicated to marketing, interactive strategy, advertising and public relations. Dennis has been a leading marketer in the travel and hospitality business having worked with brands such as Bermuda Department of Tourism, Maine Tourism, Massachusetts Office of Tourism, Pyramid Hotel Group and Visit Big Sky to name a few. Winner of numerous awards, Dennis is viewed as an innovative strategist helping clients understand consumer behavior and how to best brand their products and services across multiple platforms. Prior to starting Fuseideas, he was Partner and Head of Interactive at RDW Group. There, he built RDW’s interactive division into a unit responsible for one-third of the company’s revenue. Prior to RDW Group, Dennis served as CIO and Interactive Director at Benes Brand Imaging, where he was responsible for numerous campaigns in a variety of industries. Dennis serves on various leadership committees with Destination Marketing Association International, the Ad Club of Boston, Massachusetts Interactive Technology Exchange, the Publicity Club of New England, and the Cable Telecommunications Association of Marketing. Over the years he has also served on leadership committees at CTAM. Dennis’ client experience includes Massachusetts Lottery, CT Lottery, Snip-its, Adidas, Sears Hometown Stores, Bermuda Department of Tourism, Massachusetts Office of Tourism, Boston Harbor Hotel, Visit Florida, Massachusetts Port Authority, National Geographic, Nashville International Airport, Hartsfield-Jackson Atlanta Airport, and Maine Office of Tourism. 75 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Steve Mason, SVP Account Director (Estimated Projection of Time on BABLO Account: 50%) Steve is a senior manager on the Fuseideas team, supervising account service for the travel and tourism, government, and economic development team. At Fuseideas, Steve has led strategies and marketing campaigns for CT Lottery, MA Lottery, Bermuda Tourism, Maine Office of Tourism, Bangor International Airport, DownEast Acadia Regional Tourism, and Hartsfield Jackson Atlanta International Airport. Previously, Steven led client programs for Wyndham Hotel Group, Amtrak, Bay Ferries/The CAT and American Cruise Lines. Steve brings more than 25 years of marketing experience to our team from his marketing and public relations career having served in senior-level marketing roles at Continental Airlines, The Delta Queen Steamboat Co., and with one of New England’s leading advertising agencies. Angie Helton, Northeast Media Associates (NEMA), President (Estimated Projection of Time on BABLO Account: 25%) A multi-media public relations firm, NEMA has been successful in getting national media attention, as well as local and regional press for several clients, including: The Greater Portland Convention and Visitors Bureau’s food and wine event, Harvest on the Harbor; The Boothbay Harbor Region Chamber of Commerce's Windjammer Days; The Federal Bureau of Investigation (FBI); Downeast Energy; Coastal Maine Botanical Gardens; Olympia Development; Maine Lobster Promotion Council; Zapoteca Restaurant and Chef Shannon Bard; Inn at Cuckolds Lighthouse: JobsInTheUS.com; WEX and Farmers’ Almanac. Before founding NEMA, Angie was the chief operating officer of 480 Digital, the video and film production company based in Portland. As the creative leader for the 480 Digital team, she earned a national Telly Award and was nominated for two New England regional Emmys. One of the projects nominated for an Emmy was a documentary history of Maine’s largest city, “Portland Past,” narrated by Charles Osgood of “CBS Sunday Morning.” 76 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Prior to her fruitful experience with 480 Digital, she was a television news producer for more than 11 years. She produced investigative segments in New Jersey, New York, and Boston. Of those segments she was nominated for six regional Emmy awards, for which she won twice. Her experience and background with the media is her strength in getting a message and story placed. Angie is on the board of directors for the South Portland/Cape Elizabeth Chamber. She also works with many non-profit groups in her spare time to help get their messages out to the community. She lives in South Portland, Maine. Traci deBakker, VP Media (Estimated Projection of Time on BABLO Account: 25%) As leader of Fuseideas media team, Traci is both an accomplished Media Director, starting as a media planner more than 15 years ago, and continually expanding her expertise in all platforms of traditional and digital media. She has vast experience in all channels, from network and cable television, radio, newspaper/magazine, digital media, outdoor and more. Traci prides herself in being a ferocious media negotiator and is highly valued by our clients as an experienced planner who delivers highly strategic media buys. Traci is the lead media strategist on Bermuda Tourism, and her other notable clients have included Virginia Commonwealth University, Mayakoba, Microsoft, Adidas, TD Bank, and Barbados Tourism, Maine Office of Tourism and HP Hood. 77 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Vanessa Levin, Executive Creative Director (Estimated Projection of Time on BABLO Account: 10%) Vanessa could be one of the Mad Women of Madison Avenue, having worked most of her career in New York. From Grey to McCann Erickson to JWT, Vanessa’s writing skills have helped win business, grow brands and create new advertising icons. Companies like Johnson & Johnson, Gillette, Unilever and Sanofi-Aventis witnessed Vanessa’s ability to raise awareness for their products that resulted in tremendous sales growth. Vanessa has made commercials with flashlights that sing (Black & Decker’s Snakelight) and she’s given phlegm a personality (Mucinex). That iconic campaign was her brainchild. Three months after launch, Mucinex sales tripled, became #1 in its category in drug stores and AdAge named her character one of the Top Ten Icons of the decade. From health care to personal care, from finance to insurance to candy and crackers, Vanessa’s widespread experience has made for a very exciting career that’s taken her all over the world. Her client experience includes AIG, Blue Cross Blue Shield, Prudential, Dartmouth-Hitchcock health system, Tufts Medical Center, B. Braun medical devices, Arm & Hammer (home products), Foster Grant sunglasses, Sanofi-Aventis (Allegra), Wyeth (launched Pristiq depression medication), Johnson & Johnson (launched Monistat), Gilead Sciences (launched Truvada, HIV medication), Unilever, Exxon/Mobil. Public service: Partnership for Drug-Free America. National Allliance for Breast Cancer Organizations, New York League of Women Voters, National Alliance Against Handgun Violence, and Jane Doe Inc. 78 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Michael Durwin, Director of Digital and Social Strategy (Estimated Projection of Time on BABLO Account: 10%) One of Fuseideas’ first employees, Michael Durwin brings over 15 years of digital experience to our clients. Durwin is a social media pioneer, developing strategies around content marketing, geo-targeting, digital psychographics in the early ‘90s and developing some of the first social media campaigns and branding efforts for major brands in the mid2000s. Michael is the former Boston Social Media Club secretary, a current Google Glass Explorer and listed as an expert in scalable vector graphics by the W3C. Michael also does frequent speaking engagements on the topics of content marketing, social media and wearable technology. He most recently spoke at the Wearable Tech Expo in NYC, FutureM in Boston and was recently interviewed by Bloomberg and CNN. Michael has led creative work for Fuseideas and others that led to two Mark Awards, a Bell Ringer award, an Emmy, an Adobe Site of the Week, Golden Merit award, Mobile marketing award, NIAMIC Multicultural award and a Top Video for AdAge.com. His client experience includes Bermuda Tourism, Disney, ESPN, Maine Tourism, MA Dept. of Agriculture and CT Lottery among others. 79 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Paul Bonneau, Broadcast Creative Director & Executive Producer (Estimated Projection of Time on BABLO Account: 25%) Having held positions as diverse as creative director, account supervisor, executive producer, and director of business development, Paul’s experience reflects a unique blend of strategic planning and creative development. For six years, over two administrations, Paul served as creative director for the Maine Office of Tourism, providing strategic and creative direction for several highly effective, award-winning television campaigns. The most recent earned the coveted Platinum Adrian Award from HSMAI. Paul has also worked on national and international marketing programs for: The California Dept of Health Services, 5 A Day/Produce for Better Health Foundation, The Partnership for a Tobacco-Free Maine, CT Lottery, the Bermuda Department of Tourism, The Cheeses of France, Central Maine Power, The Bangor International Airport, the Maine Departments of Economic and Community Development, and Transportation, The Maine Turnpike Authority, Husson University, Iona College, Bay Ferries, Ltd., (The Cat), and for the last 7 years, the United Way. Paul has received Telly, Vision, Summit, Broderson and Microphone Awards as well several international industry awards for creative excellence in broadcast. He holds a BA from Assumption College, with subsequent study in Graphic Design. An accomplished painter, his work can be seen in several galleries in Maine and at paulvbonneau.com. 80 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Doug Campbell, Creative Director (Estimated Projection of Time on BABLO Account: 70%) Doug Campbell joined Fuseideas in 2011, where he has worked as Creative Director on accounts including the MA Lottery, Bermuda Department of Tourism, Bangor International Airport and the University of Southern Maine. Prior to joining Fuseideas, Doug spent 11 years at Swardlick Marketing Group in Portland, Maine, working as Associate Creative Director on accounts including the Maine Office of Tourism, Bay Ferries (The CAT), The Maine Turnpike and the Maine Department of Transportation. His extracurricular creative outlets include writing, drawing, painting and music (guitar, fiddle, banjo and highland bagpipes). Doug is married with three sons. Yeliza Centeio, Director of Analytics (Estimated Projection of Time on BABLO Account: 15%) Yeliza comes to Fuseideas with an extensive Analytics and Digital Media background. Prior to Fuseideas she was a Digital Account Director at Blitz Media, where she enjoyed mentoring team members and executing innovative digital campaigns with close collaboration with creative and technology partners, as well as developing analytics reports inclusive of attribution and cross-channel analysis. While at Blitz, she collaborated with IT to create an analytics platform that incorporated data from various sources such as Google Analytics, DCM, DS3, AdWords and SBMS. Although Yeliza specializes in analytics and digital, she has experience constructing 360degree media campaigns that incorporate both traditional and digital media components for both the Hispanic and General Markets. Her extensive client experience includes Mexico Tourism, Monterey CVB, Grupo Posadas, Lindblad Expeditions, Windham Mountain, Honduras CVB, and Bermuda Tourism 81 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Patrick O. Murphy, President – Pan Atlantic SMS Group (Estimated Projection of Time on BABLO Account: 10%) Patrick O. Murphy is the founder and President of Pan Atlantic SMS Group (founded in 1985), a successful national market research and strategic planning company with an office in Portland, Maine. He previously held senior management and consulting positions with the Irish Trade Board/Enterprise Ireland in New York City, Dublin, and Tehran, and was a consultant at Arthur Andersen and Company, Dublin, Ireland. He is a recognized expert and speaker on market research and strategic planning issues. He has lived and worked extensively in the U.S. and international markets. Patrick has lectured at Boston University on marketing research and strategic planning matters, and has been a guest lecturer on marketing research issues at the University of Southern Maine on several occasions. He has a Bachelor’s degree in Economics and Political Science from Trinity College, Dublin University and a Masters in Economics from Trinity College, Dublin University. Patrick has managed a large number of lottery research projects, including: ü Attitudinal, Behavioral and Usage Research (Quantitative) o Maine State Lottery o Tri-State Lottery ü Lottery Expenditure Economic Impact Studies for: o Maine State Lottery o New Hampshire Lottery ü Game Testing via qualitative research (focus groups) for: o Tri-State Lottery o Maine State Lottery o New Hampshire Lottery o Vermont Lottery ü Creative testing for Scientific Games, Georgia on lottery products. 82 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Kristin Ingeneri, Senior Project Manager (Estimated Projection of Time on BABLO Account: 20%) Kristin has been a rising star from Fuseideas and has become Fuseideas’ CEO Dennis Franczak’s right-hand staff member for all things Fuseideas. Kristin started as the traffic manager here at Fuseideas and quickly scaled the ranks to become a valued Account Executive/Senior Project Manager with a focus on interactive media, branding, and advertising. She is responsible for coordinating schedule, budget, resource allocation, and client service as well as overseeing all aspects of the agency. One of Kristin’s greatest assets is her unrelenting attention to detail, which at times drives some of us crazy, but is nonetheless a necessary asset! Kristin’s client experience includes Bermuda Tourism, Massachusetts Lottery, CT Lottery, Massachusetts Port Authority, Massachusetts Dept. of Agriculture, University of Southern Maine, Commonwealth of Massachusetts, City of Philadelphia, Massachusetts Dept. of Public Health, McGraw-Hill Companies, ESPN Deportes, NHL, HBO, Collette Vacations, Univision, and Worcester State University. Rich Malak, VP of Engineering (Estimated Projection of Time on BABLO Account: 10%) A graduate of UVA, Rich has worked in the web development field for the last 17 years, most of which have been spent creating web sites and database applications in a variety of technologies, and managing teams that have these responsibilities. Before joining Fuseideas, Rich was the lead of the Online Department’s technical and design teams at Radio Free Europe/Radio Liberty (http://www.rferl.org). Over a period of eight years, he transformed the organization’s internet presence to support 25 websites in a variety of languages, more than 1000 weekly hours of audio and video streaming, and over 50,000 daily e-mail subscriptions. He accomplished this by putting systems and software in place to automate most day-to-day technical activities. For his work, Rich received annual Presidential Awards and Outstanding Employee Bonuses every year he was with the organization. 83 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.6 Requirements for Advertising and Public Relations Services As requested, following is a summary level response to each of the requirements outlined in the RFP, items A through O: A. Develop and deliver an annual Lottery Marketing Plan, including but not limited to, recommendations for radio, television, print, promotions, website and social media development and marketing efforts, agent and consumer incentives, and public relations efforts. Working with BABLO/Maine Lottery marketing leadership, we will discuss goals and objectives, then accessing information available through the NASPL organization, review best practices of state lotteries across the country to identify ideas and potential strategies with application for Maine. We will also review available research, and determine if any new research should be planned. We will then develop a comprehensive strategic marketing plan following the classic approach of: • Situation Analysis • Goals and Objectives • Strategies • Tactics • Plan Calendar • Budget / Media & Production The plan will include all aspects of recommended advertising and public relations, including television, radio, print, digital, social media, out of home, POS, retailer support, promotions and events as well as special projects. This written marketing plan will be a living document, with adjustments made and plan updates as we work through the year. It will serve as a work plan, as well as a plan document useful with stakeholders. From our perspective, we prefer to keep the planning process rolling forward well in advance, so that at any time we can look “down the road” and know what we need to be doing now to be ready. The plan will be constantly referenced as we have our weekly status meetings and calls, as the tactics included in the plan will all move into the status report document as they are kicked off, and will remain there until completed. Fuseideas has substantial experience working with different forms and levels of sophistication in marketing plans. Two examples include the very comprehensive Bermuda Tourism marketing plan and the more concise National Naval Aviation Museum strategic marketing plan. Both samples are provided as PDF files on the Flash drive, on the inside back cover. 84 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY B. Develop and manage social media marketing strategies. Assist in managing daily operations of BABLO social media channels such as but not limited to Facebook, Twitter and YouTube. Provide detailed analysis and monitor and track performance of these venues. Monitor emerging trends in social media and make recommendations for building awareness of overall lottery products. Fuseideas experience in providing social media services includes the following clients: • • • • • • • • • • • • • CT Lottery Bermuda Tourism Blue Cross Blue Shield of Massachusetts University of Southern Maine William Paterson University Fox National Geographic Decathlon Sports Women’s Professional Soccer Connecticut Lottery NBC Vermont Teddy Bear Boston Bruins Approach/Methodology Social Media at Fuseideas touches every department from media to development, print to TV, and branding to creative simply because every brand communications channel is an opportunity to connect with your audience in social media. Fuseideas’ Social Media department will provide 6 core services to BABLO/Maine Lottery which represent our approach and methodology for utilizing social media channels to extend the reach and visibility of brands: Strategy: This is the long-term outline for your social media plan and includes target identification, channel selection, brand voice, content planning, and opportunity identification. 85 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Day-to-Day: The execution of your social media strategy can include community management, content creation and publication, crisis management, and opportunistic execution. We can work on behalf of or as an extension of your existing social media team. Campaigns: Taking a more traditional marketing approach, campaigns represent smaller term strategy and execution to support marketing efforts from new service to products, website initiatives, contests, promotions, etc. Media Buying: Because of the uniqueness and rapidly changing nature of the platforms, Fuseideas’ Social Media team manages media buys in social networks that include Facebook, Twitter, YouTube, as well as new opportunities such as Pinterest and Instagram. Setup/Training/Education: Fuseideas can setup and maintain (in the case of platform changes) your social network platforms, or train your staff to understand how the various platforms function, what represents appropriate KPIs and how to manage their platforms. We also provide ongoing education on changes in the social sphere from platform updates to behavior trends to marketing opportunities. Analysis/Metrics/Listening/Research: Fuseideas Social Media team uses a variety of third-party and proprietary tools to analyze your social network platforms and other digital channels, perform competitive analysis, understand behavioral trends to look for opportunities and understand challenges to your brand. We provide metrics for platforms that offer them (i.e. Facebook – yes, Vine – no) and are working to integrate the very recent analytics releases from Instagram and Pinterest. We use many of these same tools as well as others to listen to what consumers are saying about your brand, about competitors or about current event that provide opportunities for content. Our social media team constantly researches social network and mobile platforms to be able to keep abreast of changes, updates, trends, opportunities, etc. Over the last 2 months alone there has been a major change to every social network we currently engage on for our clients. We recently completed an overview of these changes and sent it to our clients to keep them aware of changes. 86 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY C. Develop and create short and long term creative strategic planning for product branding, development, positioning in reaching established sales goals. Fuseideas will work with BABLO and will lead a process through which plans for short and long term approaches for product branding, development, positioning and marketing communications support can be strategized and created as frameworks for advance planning. Key to this is the consideration of research, especially as it relates to exploring attitudes and reactions to new product branding and positioning with actual groups of representative consumers before proceeding too far based on assumptions. We are fully experienced in conducting brand and concept qualitative work, acting in partnership with our friends at Pan Atlantic SMS Group in Portland. Patrick Murphy and his team have done a great deal of work in lottery studies, mostly for Scientific Games. Together, Fuseideas and Pan Atlantic SMS Group will provide BABLO/Maine Lottery with valuable experience and insights on future products and product planning. Our experience with brand development and branding is deep. We have created new brands and revitalized established brands. A leading example is our work with Bermuda Tourism—a classic brand that research showed had become a bit stodgy and perceived as “something I associate with my grandparents.” With our new brand launch in 2012, we revitalized the brand, making it more colorful and energetic, and creating unexpected visuals for the island’s tourism marketing campaign. In the first year, we increased leisure travel arrivals by air by 4%, more than double the average growth experienced by other island destinations in that period. Today, we continue to develop the brand, positioning it for younger audience segments while still retaining the classic elements of the brand for loyal older visitors. D. Provide production supervisory services for all collateral and advertising needs. Fuseideas project managers “own” their projects from start to finish, and are responsible for coordinating the efforts and activities of all team members, with the assistance of our operations/production person. This includes facilitating the production process on approved creative. With printing, for example, the project manager works with the designer to collect and release approved creative files to printers. Printer’s proofs are then flowed back into the system through the project manager, who ensures that the designer reviews the proofs. The project manager handles any questions or issues through to resolution. 87 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY E. Prepare story boards, layouts, comprehensive sketches and suggested copy to be approved prior to production Working from an approved creative brief, our dedicated creative team will work together through an initial concept development phase. This is an internal process where we explore many different creative avenues before identifying the strongest ideas for further development. Typically, we select two or three creative directions to pursue based on the strategy in the brief. From there, we develop rough layouts for print/POS, radio scripts, and TV storyboards (as necessary) to share in the first round presentation. First round print work will usually include a few headline and layout options. Once we have a chosen headline/layout, body copy and any tweaks to layout are fleshed out. Similarly, we will share radio scripts and TV storyboard options in first round presentations. Chosen scripts and storyboards are tightened and tweaked with any client comments before moving into a final approval round. At all stages in this process, our Creative Director works closely with the team to ensure the work is on strategy and on time. F. Arrange the medium, space, time, location and/or other means to be used of advertising, endeavoring to secure the most advantageous rates available. As part of the media planning process, our teams go through several pre-determined rounds of negotiations with clients and vendors to secure both an approval media plan, as well as a fully negotiated added value partnership. Vendor negotiations are comprised of ad schedules and added value, working with representatives to drive the greatest value and discounted rates with each partnership. Once a final plan has been approved, all necessary documents including the media flowchart and media specifications documents are completed with full plan details, including insertion dates, added value items, closes, ad units, positioning and material specifications. These documents become the cornerstone for plan execution and maintenance. 88 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY G. Check and verify insertions, displays, broadcasts or other media used, to ensure that third parties have performed their services as per contract. Contract verification shall include but not be limited to accuracy, date, time, appearance, size, extent, site, workmanship, and mechanical reproduction, as are appropriate to the advertisements. It is Fuseideas’ policy to closely monitor all media buys and campaigns throughout the duration of the campaign and provide a detailed reconciliation upon completion. It is our goal to maintain buy integrity as part of our commitment to provide the best possible service for our clients. • All mediums – Invoices are reconciled and any deviation from the purchased schedule may result in a credit or substantial make-good. Invoices are processed by a skilled media reconciliation analyst, who is an integral part of every client team, and discrepancies are brought to the attention of the media planning team as a vendor’s failure to run schedules as ordered may have an impact on inclusion in future campaigns. • Digital – Buys and invoices are monitored for full impressions delivery. Because our digital campaigns are monitored weekly, issues with pacing are frequently uncovered and adjustments are made in-flight. • Print – Tearsheets are required and checked prior to invoice approval. • Out-of-Home – Proof of posting is required and reviewed prior to invoice approval. • Radio – Stations are required to submit requests for approval of all spots that deviate from the spots as ordered. Spots are required to run in a fair and equitable rotation, and rotation is reviewed on invoices. Air checks are required for sponsorships and other promotional elements. • Television/Cable – Stations/systems are required to submit requests for approval of all spots that deviate from the spots as ordered. Spots are required to run in a fair and equitable rotation, and rotation is reviewed on all invoices. All buys are posted upon completion and stations are required to make up ratings shortfall on the next buy. We require 100% of ratings to run, which is above the industry standard of 90%. Campaigns will be posted mid-flight if they coincide with the release of Nielsen ratings. H. Negotiate, arrange and contract for any special talent required including, but not limited to, television and radio production, photography, models, special effects, printing and any other necessary technical material for use in the marketing program. We cast, negotiate, and contract all broadcast and print talent through several Maine talent agencies. We arrange for and make all payment with union and nonunion talent using a paymaster when necessary. We track payments due, follow pay cycles, and negotiate buyouts whenever possible. 89 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY We negotiate with local animators, special effects designers, color correction companies, and printers in the same way, securing multiple bids and supervising production and tracking budget expenses. All of these expenses are tracked through for proper billing and reconciliation, with complete back-up documentation retained as per agency policy. I. Audit all invoices from all suppliers. Negotiate credit for erroneous billing and/or insufficient services. Invoices are reconciled and any deviation from the purchased schedule may result in a credit or substantial make-good. Invoices are processed by a skilled media reconciliation analyst, who is an integral part of every client team, and discrepancies are brought to the attention of the media planning team as a vendor’s failure to run schedules as ordered may have an impact on inclusion in future campaigns. Our media people seek to resolve discrepancies within the campaign and the parameters of the approved media plan, so that unresolved variances are rare. Reconciliations are reported on a regular schedule to the client’s designated financial or accounting staff member, and whatever minor variances may exist are discussed and documented. J. Develop and administer a public relations plan to include, but not limited to increase public awareness of the favorable aspects of the lottery, in-state winners awareness, promoting a positive lottery image, provide press information for new games, promotions and products. Draft and distribute press releases and coordinate press conferences for BABLO as needed. Our PR plan calls for a mix of traditional, digital, and grassroots outreach activities to complement the paid media campaign and promote a positive image for the Maine Lottery, including: • A multi-site, statewide event/contest to generate buzz and attract new lottery players • Press releases and media events to announce winners and launch new games, products, and promotions • Informative, engaging videos to educate audiences on how games are played, as well as how the lottery can change lives for the better • Social media to spark conversations with current and desired lottery players, including the important Millennial demographic The assigned Public Relations director for BABLO/Maine Lottery, Angie Helton has a strong track record of success in planning and executing similar multi-pronged campaigns for the Greater Portland Convention & Visitors Bureau, Boothbay Harbor Region Chamber of Commerce, and many other clients in Maine and beyond. 90 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY K. Write, design, illustrate or otherwise create and prepare advertisements included broadcast commercials and print material. Advertising materials include but are not limited to indoor and outdoor signage, point-of-sale pieces, brochures, miscellaneous promotional items, jackpot signage, posters and agent and player communications. Fuseideas will provide the full scope of creative services required by BABLO/Maine Lottery, including but not limited to copywriting, design and art direction, broadcast production and production management, as well as all production services necessary to provide BABLO with a range of creative options, with differing creative strategies across the suite of games and products offered, but all building to a more positive, more sophisticated look and feel for the Maine Lottery. Our work will include fully integrated development and execution of POS, brochures and take-ones, signs, and retailer kits and guides designed to enhance the retail presentation of the Maine Lottery brand wherever it will be seen by loyal players and first-time customers. Having worked with two other state lottery organizations, we have direct experience in developing and producing effective retail POS programs with elements that work together in even the most cluttered, challenging environments. We have examined current POS for Maine Lottery and we are confident that we can improve the overall program dramatically. L. Negotiate, arrange and draft contracts with television stations for the drawing and/or airing of lottery winning numbers. Fuseideas media people are experienced in assisting clients negotiate special arrangements with media partners, and our role can vary from handling it outright to playing and assisting role. In our work with CT Lottery we have been involved in such arrangements with a Connecticut television station for the live drawing broadcasts. Fuseideas can be of great value in this area of activity. M. Assist BABLO in staffing promotional events upon request. Fuseideas and its public relations partner Angie Helton/Northeast Media Associates will work together to plan for and support BABLO staff in the successful execution of promotional events. Such events will be identified in the annual marketing plan and preparations will take place well in advance, documented through our weekly status meetings and calls. A critical part of the advance planning will be the identification of human resources/the staffing plan for such events. 91 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY N. Provide an account executive responsible for the development, management and coordination of all jobs, projects, marketing, advertising and public relations efforts administered by the agency. The executive must be able to provide the Lottery with insight on new and upcoming trends within the retail environment and the Lottery industry and make recommendations on implementation of such. This person must possess strong organization skills, be detail orientated and have excellent communication skills. The executive must have the ability to assist in creating and maintaining web based and social media promotions. This executive will be the Lottery’s key contact person and will be required to meet with the Lottery staff as needed. Fuseideas will assign Senior Vice President and Account Director Steve Mason to the BABLO/Maine Lottery account. Mr. Mason is an accomplished project manager and seasoned marketing executive with direct experience in state lottery accounts, having worked on both the MA Lottery and CT Lottery accounts here at Fuseideas. Mr. Mason is adept at bringing clients information and key insights on industry trends. He, working with his Fuseideas colleagues as well as the powerful team of Angie Helton, Northeast Media Associates and Patrick Murphy, Pan Atlantic SMS group, will provide BABLO/Maine Lottery with a level of expertise and professional skills well above what most agencies would be able to provide. Mr. Mason has managed all facets of marketing communications, including digital/web, social media, public relations and promotions. Steve will handle the account from our offices in Portland, ME. O. Provide an office located in the State of Maine within one hundred (100) miles of BABLO headquarters. All account representatives and key individuals of the Successful Bidder permanently assigned to this contract must be located at the above described office Fuseideas has maintained offices in Portland’s Old Port since acquiring a Maine-based agency in 2011. Located at 2 Union Street, Suite 202, above the Portland landmark Three Dollar Deweys, our Maine offices allow us to provide a high level of personalized service to such Maine clients as Bangor International Airport, MaineDOT, Portland Discovery Land & Sea Tours, Husson University, Diversified Communications, Sargent Corporation, University of Southern Maine, the Maine Turnpike Authority, DownEast and Acadia Regional Tourism, and the Maine Office of Tourism. The Account Director/Project Manager, Steve Mason; Creative Director/Designer and Copywriter Doug Campbell; and Broadcast Creative Director Paul Bonneau will all be based in the Portland offices. Fuseideas CEO Dennis Franczak has a home in Wells, Maine and frequently works from the Portland offices. Angie Helton of Northeast Media Associates is based in South Portland, and Patrick Murphy of Pan Atlantic SMS is also based in Portland. They will all be supported by Fuseideas colleagues 90 minutes south in the Winchester headquarters. With just a few hours notice, the entire team of leaders assigned to the BABLO/Maine Lottery account can be in Portland or Augusta to meet with BABLO/Maine Lottery staff. 92 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.7 Advertising Costs and Expenditures Fuseideas acknowledges and understands that: BABLO shall reimburse the Agency for all costs incurred and all expenditures made on its behalf for approved advertising, which includes cost, promotional material and talent costs. BABLO reserves the right to use other advertising as provided by MUSL (Multi-State Lottery Association) for Powerball, Hot Lotto and/or Mega Millions, and/or by Tri-State for any Tri-State games and /or the New England Group for Lucky for Life. The Successful Bidder will refund all media commissions to BABLO. No agency markup on printing charges of Point-of-Sales materials or other printed matter will be charged to BABLO. All available discounts (such as early payment of an invoice) will be taken by the Successful Bidder. Any price increase resulting from lost discounts will not be reimbursed by BABLO. Travel requests for meetings and conferences not included in the agency fee shall be pre-approved in writing by BABLO. Travel expenses shall be subject to the same regulations imposed on State Employees. Travel requests, which are not preapproved, shall not be reimbursed. Travel to and from regular State Liquor and Lottery Commission, Tri-State Commission or Tri-State Marketing Committee meetings and any overnight or meal expenses connected with these meetings are not reimbursable to the Successful Bidder as part of the contract resulting from this RFP. The Successful Bidder agrees to bear the cost of these expenses itself. In the event that BABLO, after having approved any planned advertising, cancels all or any part thereof, BABLO shall pay for all costs incurred thereafter, including any non-cancelable commitments for time or space. BABLO may pay the Successful Bidder for any “special services” it may require that are not otherwise included in the contract resulting from this RFP, and the Successful Bidder shall present BABLO with an estimate for these services before any work has begun. 93 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY 2.8 Economic Impact within the State of Maine Fuseideas has an annual payroll with benefits and taxes paid in Maine, with regular full-time employees plus contract employees and numerous freelance creative people who are called upon to “scale-up” our creative resources when the volume of work requires. In addition, Fuseideas maintains offices in Portland, leasing not only the space but also such equipment as copiers/scanners and printers, all from Maine companies. We buy electricity, internet and phone services here in Maine. Fuseideas pays property taxes to the City of Portland on the furnishings and equipment that it has in its Maine offices. All supplies and services associated with those Maine offices are purchased at local businesses in Maine, with sales tax being paid to Maine on all such activity. Fuseideas imports work to Maine, having services such as television spot and digital video editing for such clients as Bermuda Tourism done in Portland, Maine. We recently engaged Maine television production crews and shot a large-scale television spot for CT Lottery at a convenience store near Gorham, ME. All of our television and radio production work for our Maine clients is done in Maine, such as the campaigns we have done for Bangor International Airport, MaineDOT and others. Some of the Maine creative services companies and individuals that we regularly work with include: • Airstream Pictures • Michael McInnis Productions • Mercury Support Services • Karen True Casting • The Edit Shop • Leslie Tracy Stylist • Rascal Lighting and Grip • Sputnik Computer Animation • Sylvain Sound Recording • Phil Cormier – Director of Photography • Gary Richardson Music • Tom McPherson – Photographer CEO of Fuseideas, Dennis Franczak, has a home in Wells, Maine and pays property taxes, buys services from local vendors and everything associated with owning and maintaining property. But far outweighing our own direct contribution to Maine’s economy is the positive impact we have through helping our Maine clients succeed in reaching their marketing objectives. It is reasonable to say that the positive impact of our service to Bangor International Airport, MaineDOT, Portland Discovery Land & Sea Tours, Husson University, Diversified Communications, Sargent Corporation, University of Southern Maine, the Maine Turnpike Authority, DownEast and Acadia Regional Tourism and the Maine Office of Tourism represents an economic impact of millions of dollars, based on even the most modest ROI projections. 94 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY E. BIDDER-SELECTED TECHNICAL DOCUMENTATION AND CREATIVE SAMPLES In this section, Fuseideas is pleased to provide certain additional information that may be helpful to the selection committee in evaluating our agency and understanding how we differ and how we believe strongly that we offer more value to BABLO/Maine Lottery than the other agencies that may have submitted proposals. This includes certain information about how we work, the processes we follow, plus a selection of case histories that show some of our work for clients in sports and entertainment, as well as an expanded case history on our work for Bermuda Tourism that is an excellent example of a broad, research driven, highly strategic, fully integrated campaign. 95 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY OUR PROCESS: GETTING TO STRATEGY & CREATIVE THAT MOVES YOU The reason we are so successful at achieving goals for our clients is that we follow a 5-step project management process: Discovery: Includes needs-assessment, discussion of goals, objectives and marketing challenges, review of existing research, secondary research, new research, examination and identification of target audience and key stakeholders, analysis of market situation, SWOT analysis, competitive analysis, and brand audit. Strategy: From a solid knowledge base gained through the Discovery Phase, we work with our clients to develop the right positioning platform and marketing strategy—one that is smart, relevant and on target. This strategy is the foundation for the development of creative for campaigns and programs. Creative Development: With positioning and marketing strategy in place, we develop, present, and test breakthrough creative programs that will accomplish our clients’ goals and achieve measurable results. Fuseideas will develop a series of creative concepts/mock-ups for consideration based on the approved creative brief, campaign strategy and media plan. We recommend testing whenever possible, such as focus group or online panel tests. Implementation: The production and execution of campaigns according to agreed timelines and within approved budgets is accomplished with a strict eye for quality control. We devote substantial resources to managing all phases of creative program execution covering development of all TV, digital/online, radio, outdoor, print and other creative assets necessary for the execution of the campaign. Evaluation: We will identify in the marketing plan recommended methods for evaluation and results measurement, including such management tools as dashboards and analytics reports. 96 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY With a long history of in-house digital and website development, Fuseideas provides its clients with a very broad range of interactive design, development, and implementation services including, but not limited to: Digital Strategy and Architecture When developing a website, we meet with an organization’s key decision makers and leverage our expertise of the market as a whole to identify the best strategy for the new website. Once our strategy has been defined, we work hand-in-hand with your team to understand your specific audience and then architect the solution that will best fit your usability needs. Website and application discovery and planning • • • • Interactive project management for complex digital products utilizing both agile and waterfall methodologies Information architecture development including site map development, wireframing, and live prototyping Usability and user interface planning and design User flows and user personas Content Management System Expertise We are experts in the implementation, configuration, and customization of the following content management system (CMS) platforms: • • • • • Drupal 6 and 7 Ektron CMS 400.net (Gold Premiere Partner) Kentico 7 (Gold Partner) Sharepoint (Certified Microsoft Partner) Wordpress 97 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Technologies Fuseideas works in both Open Source technologies and Microsoft, and can develop custom applications for our clients using those technologies. We also work with the following key APIs (application programming interfaces) that are part of the modern web: • • • • • • • • • • • • • • • • • Microsoft ASP.net VB and C# (.NET stack) PHP/mySql (LAMP stack) HTML 5 which includes CSS3 (traditional and Lisp) Object Oriented Javascript development as well as traditional Javascript Javascript libraries such as Jquery XML/JSON Database development mySql Microsoft SQL server Oracle Mobile/Responsive website design and development SaaS (Software as a Service) development API integration including, but not limited to Facebook, Twitter, YouTube, LinkedIn, Peoplesoft, Salesforce, SimpleView Custom web applications Mobile applications (iOS and Android) Social Media applications but not limited to: Facebook, Twitter, YouTube, LinkedIn, Instagram, Google Plus, Pinterest 98 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY Web/ Hosting Application Environment Configuration Fuseideas is well versed in a number of enterprise level hosting solutions for web applications. While we have worked with many solutions, the hosting environments, cloud applications, and technologies we often support are: • • • • • • • Amazon EC2 and S3 cloud hosting and configuration Rackspace Azure Cloud Acquia Cloud SVN and Git LAMP stack (Linux, Apache, mySql, PHP) Microsoft .NET stack (Server, Sql Server, Sharepoint server, .NET Website Reporting and Analysis • • • • Utilize website analytics tool to produce key reporting Click-thru funnel analysis Analyze external website visiting patterns of visitors and prospects by segment Downstream analysis Competitive Analysis and Reviews (Website & Digital Marketing Comparisons) • • • • • • Develop a list of online and offline competitors Capture key information from all competitors Unique selling proposition and brand identity Customer segments and demographics Website layout, including homepage, product category and detail pages, services, partnerships, and general policies Create executive summary of findings and recommendations 99 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY SEM/PPC/SEO • • • On-page SEO Content Marketing and Link Building Strategy SEM/PPC Campaigns and Optimization Lead capture, funnel analysis and marketing plan development • • • • Develop and report on capture rates of key visitor information Funnel and conversion modeling Analyze and make recommendations to improve visitor information and lead capture rate including the quality of information and merging with existing marketing data Develop triggered marketing programs to seize newly captured leads and integrate into existing marketing plans 100 BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY ADDITIONAL CREATIVE SAMPLES (ENTERTAINMENT & INTEGRATED MEDIA) 101 BOSTON BRUINS BRUINS HOCKEY RULES CAMPAIGN ONLINE STRATEGY, INTERACTIVE, ONLINE CAMPAIGN, SOCIAL MEDIA CHALLENGE Promote the Bruins Hockey Rules TV commercials (developed by Mullen) via online and social media against a fan base disillusioned by their early exit in the 2009 playoffs. SOLUTION Fuseideas developed the online strategy and worked with the Boston Bruins and Mullen to develop an interactive, online campaign that included email, banner ads and a website that allowed users to create their own hockey rule. Using innovative technology, Fuseideas ensured the website (www.bruinshockeyrules.com) enabled users to write their own rule into the television spot and have that commercial emailed to other friends via social media channels. The website also integrated with Facebook and Twitter and allowed a user to publish their unique rules to their Facebook and Twitter pages to get additional follows. RESULTS Over 5,000 entries were received with over 100,000 referrals and the website achieved national recognition by a prominent number of publications and hockey fan blogs. BOSTON BRUINS BRUINS HOCKEY RULES CAMPAIGN Website HIJME ALL RULES VIDEOS leenn STUFF WHITE THE NEXT BHUIHS RULE Come up with the next Bruins Hockey Rule and you could win the chance to have your rule shown during a Bruins Game on Garden HDX. a ride on the Zamboni and much more! A?eryou create yourBrulns Hockey Rules commercial. make sure to share and show o?your rule to yourfriends and family to boostyour Video's rating. LID- hm Enter Your Hula Here FINISH 8: SUBMIT HULE HULE THE HOME ALLHULES vmeos I 8 Keyword 0 harre THE RULES Lororn lpSUl?l?l dolor sir amer, adi piscing nlir. Viyamus unac- morus at Lorom Ipsum dolor sit amot, Consent-1w ad: piscing olir. Vivamus vitae mews at mi Lomm Ipsurri dolor sir amvr, ad! Discng clir Vivamus virac moms at mi Lorem Ipsum dolor sit amor, consecrctur adi piscing nlir. Vivamus wrat? mctus at mi Luner Ipsum dolor sir amor, consent-1w ad! Discing olit Vivamus virac menu at rm Lorem upsum dolor sir amer, ad: piscing Elit. Vivamus vitae moms at rni Lororn Ipsum dolor sir amer, adi piscing nlir. Vivamus intac- motus at Lorem ipsum dolor sit amet, (ONSEUCIUV ad! piscing Clir Vivarnusvitae mews at mi Lomm Ipsurri dolor sir amcr, ad! piscing Elir. Vivamus vitao moms at mi Larem Ipsum dolor sit amet, consent-tor adi piscing clir. Vivamus vitae menus at mi Lorom Ipsum dolor sit amr?t, consent-1w ad! piscing clir Vivamus virac rooms at rm LorEm Ipsurn dolor sit amor, corisecrewr ad! piscing Elil?. Viyamus vitae rooms at no Lororn lpSUl?l?l dolor sir amer, adi piscing nlir. Vivamus \nrac? moms at Lorem Ipsum dolor sit amet, consent-1w ad: piscing Vivamus vitae mews at mi Lororn lpSUl?l?l dolor sir amer, adi piscing nlir. Vivamus \nrac? moms at Social Icons Fun Flt?alLLJ gompage MEI-IEIEMI Chris DiPierro 1,085 Johnny Longlonglasmame 1,085 Chris DiF?ierm 1,085 Johnny Longlonglasmame 1.085 Chris DiPierro +1,085 Johnny Longlonglasmame +1,085 Chris DiPierro 1,085 Johnny Longlonglasmame 1,085 Chris DiPierro +1,085 Johnny Longlonglasmame +1.085 Chris DiPierro 1,085 Johnny Longlonglaslname 1,085 Chris DiPierro 1,085 Johnny longlonglasmame 1,085 55555555555555 a1a1aai111aa11i Chris DiPierro 1,085 BOSTON BRUINS BRUINS HOCKEY RULES CAMPAIGN Print BOBBY, CAM AND RAY ARE PERFECTLY ACCEPTABLE NAMES FOR YOUR DAUGHTER. bostonbruinsTV.com BERMUDA DEPARTMENT OF TOURISM INTEGRATED CAMPAIGN (TV, OUTDOOR, ONLINE, WEBSITE DEVELOPMENT, SOCIAL MEDIA) CHALLENGE After a decade of declining tourism and a previously failed advertising campaign, Bermuda Department of Tourism needed to find a fullservice agency that had experience in audience segmentation, brand strategy, interactive, and social media. Fuseideas was their answer. SOLUTION Fuseideas first performed a detailed statistical analysis of BDOT’s audience segments by analyzing over 3M immigration cards from the last decade. Based on that analysis, Fuseideas was able to define key audience segments and implement a strategic plan that included an overall brand refresh and an innovative marketing approach that coincided with their National Tourism Plan. The integrated campaign included Broadcast, Out of Home, Online and an innovative new social marketing strategy with extensive community building initiatives, content plans, contests, and social advertisements. This campaign also included a new tagline that came to life through the integrated channels and via social marketing, involving the target audience in the new advertising campaign. RESULTS Fuseideas helped increase travel by 10% over the same time last year and also increased the Bermuda’s social engagement by more than 15 times within the first six months. Four campaigns were introduced and ran simultaneously reaching more than 120,000 people per week. Facebook became the number one referring site to Bermuda Department of Tourism’s main website, showing the impact social media has on the campaign. BERMUDA DEPARTMENT OF TOURISM Website Design ?3 10017300 BERMUDA I. I I i. :Ivi if I I I so much more CULTURE Museums. history A an mulh 1m. vn n.?m5??cft' .1534: Sign up far our Download our Free FREE BERMUDA TRAVEL APP BERMUDA much man: hn?u?iIu-W- W-IVEUD amen: rum arm:- lil BOOK YOUR mp so much more FLAVOUR Finn cuklm. I. sa much more? Sign up Fa! our Download our Free FoLIaw FREE BERMUDA TRAVEL APP BERHJDA BERMUDA DEPARTMENT OF TOURISM Fl'il BERMUDA DEPARTMENT OF TOURISM Media PrintAds HEAR BERMUDA IS 6 FILLED WITH MOVERS AND You know about our famous pink sand beaches now discover our vibrant culture, fresh island cuisine and our world-class scuba diving and golf. Come visit us any time of the year and you'll see, Bermuda is so much more. IANS LOVE THEIR TEE I OW a II beaches?now - - - e, Plan your vacation today. fresh island cuisine and our world-class scuba Call your travel professional diving and golf. Come visit us any time of the or visit year and you?ll see, Bermuda is so much more. Plan your vacation today. Call your travel professional or visit gotobermuda.com I Scan Here For Our Endless Scan Here For . umrner Offer Our Golf Around scan Here For 7 2? Our Endless Getaway Offer ummer - ffer I . a 1 I more so much more so much more BERMUDA DEPARTMENT OF TOURISM Media PrintAds JUST TWO HOURS, NIGHT OUT CAN BECOME AMAZING You know about our famous pink sand beaches?now discover our vibrant culture, fresh island cuisine and our world-class scuba diving and golf. Come visit us any time of the year and you'll see, Bermuda is so much more. THOUGHT THINGS MOVED our famous pink sand beaches? now - our vibrant culture, fresh island cuisine and our lass scuba diving and golf. Come visit us any time ofthe year and you?ll see, Bermuda is so much more. Plan your vacation today. Call your travel professional Pl i . . . an you acat 0 today or Visit Call your travel professional visit You know about our famous pink sand beaches now discover our vibrant culture, fresh island cuisine and our world-class scuba diving and golf. Come visit us any time of the year and you?ll see, Bermuda is so much more. Plan your vacation today. Call your travel professional or visit gotobermuda.com Scan Here For Our Endless Summer Offer Scan Here For Our Endless Summer Offer I so much more so much more BERMUDA DEPARTMENT OF TOURISM Social Media Contest Homepage Social Media Contest Winners Like us on Facebook 3,000% Reach: 3 million people per week = Fan Acquisition = increase over current reach of 100,000 per week Roughly doubled audience that previous took 6 years to accumulate = 166 times average fan growth 13,000 BERMUDA DEPARTMENT OF TOURISM :30 Spot "High Society? Zhours to so much more goto bermuda.com BERMUDA DEPARTMENT OF TOURISM :30 Spot "Movers Shakersmuch more I 2 hours to so much more goto bermuda.com BERMUDA DEPARTMENT OF TOURISM :30 Spot "Opposites A?r?rroc?r? i. '1 W?g? BERMUDA DEPARTMENT OF TOURISM :30 Spot "Tee Time? ?so mucp?gmote A 2 hours to somuch more goto bermuda.com - 7 BERMUDA DEPARTMENT OF TOURISM Each story is based on personal interest and we map the segmentation to the content in the story to measure engagement Social Media Contest Each story is based on personal interest and we map the segmentation to the content in the story to measure engagement BERMUDA DEPARTMENT OF TOURISM Since Fuseideas took over social media for Bermuda Department of Tourism, user engagement has grown significantly within that six month time period. Home page Social Media - Facebook 1,200% 1,600% Reach increase ( 10,000 people - 120,000 people per week ) Engages Users increase ( 2,000 people - 32,000 people per month ) BERMUDA DEPARTMENT OF TOURISM Social Media Quiz Indiu- IM Irma in . a: I Ming-11111 SCI I11 LlE?h Tnk?v If; am: 537-; nan? yum curs. It-r'c'ary c! [hair 0f mund-trip Dena tickets me NYC EDA along with an 151mm hotel gray on Dulm ?air Lauder-3H t3 Start r'f! Jamil [or yum T2.) win?" ISLAND Instagram bermudatourism What ties you to #Bermuda? I 0 Like Comment I BERMUDA DEPARTMENT OF TOURISM Social Media Content Bermuda Tourism 1 I 21 ho..rs ago Bermudals own Horseshoe Bay Beach is coined as one of the Best Beaches by travellers on Trioadyisor! ?rt-u are Invite-ct cc: (Article: Thank you1thanlc you, thank you 1r Hl._ ?Ml-l ?hm H-J-MEH-J- - Friends. what Bermuda beach is on 'Trayelerls Choice* list?I 1 I: BILR LIDA ?li-?th' Him-i Jo-n our chat 31'? AET has: av'I-d cu host n'l'llrmurlhouth "utl l?ussl?Il-V-J hall I Bermuda Tourism EoToEe-mucla 25 Jan Mark your calendars! Join us next Thursday 1:31 at 12pm EST for a -='Elermuoachat on sBarrnuda and Luke - Comment - Share '7 395' piohyittercomr'AFEnyoH?i? 1.351 people like thls. FIRM - . golooe?nucla Freeh food mm simply mm WWII I sewed under a campy o1 mars. Dunner m'a Bis-1mm rumor not: old. bermudachat yinw hum-Hemmer aniy 11 Hiner hurtful uni-n Bermuda Tmrlun At Bermuda weddings, toy: I: in the or along the arm: or conch l'nttors. Your fave finger food rs hormonachat in hermudltou-rlm ?Hum,? . . . 3, 14 othersfollowedyou lei??ill?ml?lim?l BERMUDA DEPARTMENT OF TOURISM Brand Guidelines THE BERMUDA CONTENTS DEPARTMENT INTRODUCTION Th2 umlu 20l2 04 I Introduction us We ate hete tetell ourskoryt ta shete whaletelane er peauttiul, natutal seene 0mm 5mm 06 the wollj whe we ete anal what we sa?e teuttne, a eultute eietvt wannth have always been. Betmuea - place that and leeatee tn the Mann: lust Fletrents tony tn ones se thueh ntete than ts etpeetee wo hours hunt the hottheast, Bennuee ts Logo 12 at ttnagneeeaet of se mueh tnete, SO much more ttonlcal same .5 about a Colot palette 2 Font: 24 Statlonery system 25 new. MODERB. . . 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By high noon close enough to see me. "?tter Become a ran Sh are Robinson I wonder what my rescue will be lilt type of people I will encounter. Will I have to 7 . so s. Suggest Fr ends lar Rcbinsavi freedom Lcmn? Fans mm a wage Robinson I see a ship In the "?tter Pcke Robinson Robinson It looks like something is coming g: 6 9 6 8 ?ely name is Crusoe. Robinson mm? Crusoe. only my dear wife Susannah calls me Robin. I've Robinson What a clear day. I can see clear for been nwavh'om herand the distance? mm.- Lcrr-iien'. lovely children for too long. toiling away in South America. viy exile is oyei'though and I sail Robinson The sun goes down early here. "mt for England! Robinson I'm up early today. I have been uns Information any ?sh for consumption. "Ir-(fer mm": Robinson The constant solitude is starting to Married of talking to the sea birds. Lo?rre Mutuai mend; Robinson Waiting to be rescued is weighing 1 mm in common See AM miss my family and my life. me. Lcn' Robinson I must make something to take ho I r? the Children. I'Mti?i Lorrme't i? once i, I . ?ff Robinson I found some oranges growing, the Stuccm Ky ?use Serenguer delicious. mm.- Lo?me-?t BUREAU OF ALCOHOLIC BEVERAGES AND LOTTERY OPERATIONS – MAINE LOTTERY APPENDIX: FINANCIALS To Whom It May Concern: I, Dennis Franczak, acting as Chief Executive Officer of Fuseideas, LLC, do hereby attest that Fuseideas, LLC is presenting these financials to you as confidential. Please do not share these with anyone outside of the selection committee or appointed officers. If you have any questions, please let me know. Signed: ________________________________________ Dennis Franczak, as CEO Fuseideas, LLC Date: ______/_______/________ 102 11:04 AM 08/28/14 Accrual Basis FUSEideas, LLC Profit & Loss January through December 2013 TOTAL Ordinary Income/Expense Income Fee Income Ad/Graphic Design Income Ad/Graphic Design Income - ME Copywriting Income Events Income Film Production Income Hosting Market Research Income Media Buy Income Media Buy Income - ME Media Planning Pass Through Income Pass Through Income - ME Print Production Income Public Relations Income Reimbursed Expenses - Income Social Media Video Production Income Web Development Income 3,254,810.31 838,012.55 -2,214.50 3,390.00 45,220.34 559,017.96 100,750.00 34,500.00 14,603,360.29 -375.00 134,649.40 510,378.94 15,928.99 257,300.32 -14,130.00 63.25 302,119.97 15,720.00 1,419,073.74 Total Income 22,077,576.56 Cost of Goods Sold Stock Photography Advertising Costs Copywriting COGS - Pass Through Income Creative/Art Direction Design Freelancers Event Costs Freelancer Film Production Costs Internet Management Cost Media Planning Costs Media Purchased for Client Mobile Out of Pocket - ATL Out of Pocket - MA Out of Pocket - ME Out of Pocket - NY Parking/Taxis Photographer Postage & Delivery Print Production Costs Printing & Copying Production 18,275.96 8,415.77 59,703.75 1,816.99 123,865.90 91,550.00 53,848.66 81,409.34 29,795.00 45,343.59 3,575.00 13,774,187.25 288.82 2,733.30 227,526.17 168.29 87.09 270.00 113,833.02 8,693.37 284,193.03 3,344.33 540,343.39 Page 1 FUSEideas, LLC 11:04 AM 08/28/14 Accrual Basis Profit & Loss January through December 2013 TOTAL Promotional Research Vendors Software/Licenses Talent Travel and Entertainment Video Production Costs Web Freelancers Total COGS Gross Profit Expense Auto - M. Benes Office Maintenance Advertising/Job Posting Amortization Bad Debt Bank Service Charges Filing Fees and Annual Report Service Fees Business License and Fees Car/Truck Expense Charitable Contributions Commissions - MA Computer Supplies Conferences & Training Contract Labor - ATL Contract Labor - MA Contract Labor - NYC Dues/Memberships/Subscriptions Gifts Freelancer_ Insurance Marketing & Promotional Expense Media Research Miscellaneous New Business Office Equipment Lease - ME Office Equipment Lease - MA Office Expense Office Function Office Supplies 3,641.87 84,000.00 1,029.92 41,400.00 72,926.65 86,005.50 600,596.96 16,362,868.92 5,714,707.64 6,261.69 17,896.26 6,224.33 9,187.00 114,000.00 4,210.40 2,884.00 4,138.82 3,707.63 14,095.50 18,578.75 63,253.17 10,703.72 7,735.74 22,500.00 701,663.80 123,415.00 13,386.48 3,779.81 148,306.90 207,025.84 2,045.00 37,723.51 4,795.27 32,820.94 1,405.78 27,913.59 10,204.48 10,836.72 44,145.27 Page 2 FUSEideas, LLC 11:04 AM Profit & Loss 08/28/14 Accrual Basis January through December 2013 TOTAL Parking/T-Pass Online Services - MA Online Services - ME Payroll Expenses Postage and Delivery Printing and Reproduction Professional Fees Public Relations Real Estate Tax Escalation Reconciliation Discrepancies Rent Repairs Software - MA Taxes Telephone & Internet Travel & Entertainment Unbillable Client Production Utilities Total Expense Net Ordinary Income Other Income/Expense Other Income Rental Income Interest Income Other Income 4,672.75 57,637.59 208.90 3,091,240.78 14,307.69 103.36 165,209.43 588.80 70.91 -0.01 241,337.63 1,243.41 27,932.04 22,716.02 34,027.30 212,455.65 11,189.55 4,782.33 5,564,569.53 150,138.11 14,000.00 0.24 3,945.00 Total Other Income 17,945.24 Other Expense Depreciation Expense Interest Expense 24,479.22 10,396.35 Total Other Expense 34,875.57 Net Other Income Net Income -16,930.33 133,207.78 Page 3 FUSEideas, LLC 11:05 AM 08/28/14 Accrual Basis Balance Sheet As of December 31, 2013 Dec 31, 13 ASSETS Current Assets Checking/Savings Citizens - Checking (Operating) Citizens - Money Market Citizens - Tax Account TD Bank - Bright Matter Century Bank 339,746.73 377.84 665.23 48.50 614.29 Total Checking/Savings 341,452.59 Accounts Receivable Accounts Receivable 5,827,965.47 Total Accounts Receivable 5,827,965.47 Other Current Assets Employee Advance - ME Employee Advance 3,104.51 1,017.80 Total Other Current Assets 4,122.31 Total Current Assets Fixed Assets Fixed Assets Computer Equipment - MA Computer Equipment - ME Computer Software - Capitalize Deferred Lease Cost Leasehold Improvement Office Equipment Office Furniture - MA Total Fixed Assets Other Assets Client List - FA 10/31/13 Client List OTW - 11/9/2012 Security Deposit - ME Security Deposit - MA Security Deposit - NY Utility Deposits Total Other Assets TOTAL ASSETS 6,173,540.37 -198,870.93 144,035.99 2,518.95 16,316.35 36,500.00 6,740.00 20,479.73 43,719.09 71,439.18 800,000.00 278,666.68 900.00 36,740.00 4,500.00 230.00 1,121,036.68 7,366,016.23 Page 1 FUSEideas, LLC 11:05 AM 08/28/14 Accrual Basis Balance Sheet As of December 31, 2013 Dec 31, 13 LIABILITIES & EQUITY Liabilities Current Liabilities Accounts Payable Accounts Payable Total Accounts Payable 4,660,380.18 4,660,380.18 Other Current Liabilities Bad Debt Reserve Media Accrual - (2013.2014) Accrued Expenses Citizens LOC Payroll Liabilities 130,000.00 775,925.82 12,687.50 154,947.90 20,721.01 Total Other Current Liabilities 1,094,282.23 Total Current Liabilities 5,754,662.41 Long Term Liabilities N/P - C. Hale N/P - T. Barnes N/P - M. Benes 53,333.34 100,000.00 661,325.29 Total Long Term Liabilities 814,658.63 Total Liabilities 6,569,321.04 Equity Capital Contribution Retained Earnings Net Income 6,692.75 656,794.66 133,207.78 Total Equity 796,695.19 TOTAL LIABILITIES & EQUITY 7,366,016.23 Page 2 FUSEideas, LLC 11:03 AM 08/28/14 Accrual Basis Profit & Loss January through December 2012 TOTAL Ordinary Income/Expense Income Fee Income Ad/Graphic Design Income Ad/Graphic Design Income - ME Content & Definition Copywriting Income Hosting Market Research Income Media Buy Income Operations Pass Through Income Print Production Income Public Relations Income Social Media Web Development Income 1,704,239.72 1,625,129.90 34,057.50 2,800.00 260.00 85,250.00 13,037.50 10,316,957.24 -6.22 1,359,215.52 2,112.00 108,000.00 130,800.00 1,456,257.67 Total Income 16,838,110.83 Cost of Goods Sold Account Service Stock Photography Advertising Costs Copywriting Creative/Art Direction Design Freelancers Event Costs Freelancer Media Planning Costs Media Purchased for Client Out of Pocket - MA Photographer Postage & Delivery Print Production Costs Printing & Copying Production Public Relations Freelancers Research Vendors Software/Licenses Talent Travel and Entertainment Video Production Costs Web Freelancers 54,875.55 2,825.50 50.00 61,425.00 292,536.90 17,575.70 53,140.39 327,338.12 8,851.00 10,299,566.12 514,449.59 159,773.73 5,238.33 21,179.91 513.46 84,093.38 60,146.70 126,483.65 7,716.40 63,519.91 160,594.40 22,718.99 350,135.33 Total COGS 12,694,748.06 Gross Profit 4,143,362.77 Page 1 11:03 AM 08/28/14 Accrual Basis FUSEideas, LLC Profit & Loss January through December 2012 TOTAL Expense Office Maintenance Advertising/Job Posting Amortization Bank Service Charges Filing Fees and Annual Report Service Fees Business License and Fees Car/Truck Expense Charitable Contributions Commissions - MA Computer Supplies Contract Labor - MA Contract Labor - Paychex 1099 Dues/Memberships/Subscriptions Gifts Freelancer_ Insurance IT Services Moving Expense New Business Office Equipment Lease - ME Office Equipment Lease - MA Office Expense Office Function Office Supplies Parking/T-Pass Online Services - MA Online Services - ME Payroll Expenses Postage and Delivery Printing and Reproduction Professional Fees Public Relations Rent Repairs Software - MA Software - ME Taxes Telephone & Internet Travel & Entertainment Unbillable Client Production Utilities 11,291.60 6,393.70 12,250.00 2,619.31 750.00 3,504.00 75.00 10,642.19 7,275.00 14,233.33 1,423.70 625,233.87 169,000.00 32,135.75 1,970.35 82,487.71 137,429.97 11,175.00 3,323.48 49,430.65 1,603.74 15,249.19 1,555.92 15,576.12 19,620.77 7,928.25 42,188.18 19.98 2,058,014.57 5,472.82 1,294.00 251,682.25 152.60 134,594.48 7,270.12 22,715.46 199.00 120,751.29 21,884.81 116,072.80 55,468.71 1,433.78 Total Expense 4,083,393.45 Net Ordinary Income 59,969.32 Page 2 FUSEideas, LLC 11:03 AM Profit & Loss 08/28/14 Accrual Basis January through December 2012 TOTAL Other Income/Expense Other Income Rental Income Interest Income 15,300.00 2.03 Total Other Income 15,302.03 Other Expense Depreciation Expense Interest Expense 7,245.00 10,581.35 Total Other Expense 17,826.35 Net Other Income Net Income -2,524.32 57,445.00 Page 3 FUSEideas, LLC 11:04 AM 08/28/14 Accrual Basis Balance Sheet As of December 31, 2012 Dec 31, 12 ASSETS Current Assets Checking/Savings Citizens - Checking (Operating) Citizens - Money Market Citizens - Tax Account TD Bank - Bright Matter Petty Cash Century Bank 40,837.89 497.48 809.11 48.50 2,750.00 614.29 Total Checking/Savings 45,557.27 Accounts Receivable Accounts Receivable 4,518,096.26 Total Accounts Receivable 4,518,096.26 Other Current Assets Reserve for Bad Debts Employee Advance - ME Employee Advance Prepaid Expenses -16,000.00 2,335.18 471.37 6.45 Total Other Current Assets -13,187.00 Total Current Assets Fixed Assets Fixed Assets Automobile Car Lease Computer Equipment - MA Computer Equipment - ME Computer Software - Capitalize Deferred Lease Cost Leasehold Improvement Office Equipment Office Furniture - MA Total Fixed Assets 4,550,466.53 -197,592.63 12,500.00 6,357.92 106,118.46 2,518.95 16,316.35 49,000.00 6,740.00 20,479.73 37,309.18 59,747.96 Other Assets Client List OTW - 11/9/2012 Security Deposit - ME Security Deposit - MA Security Deposit - NY Utility Deposits 153,333.34 900.00 43,382.00 4,500.00 230.00 Total Other Assets 202,345.34 TOTAL ASSETS 4,812,559.83 Page 1 FUSEideas, LLC 11:04 AM Balance Sheet 08/28/14 Accrual Basis As of December 31, 2012 Dec 31, 12 LIABILITIES & EQUITY Liabilities Current Liabilities Accounts Payable Accounts Payable Total Accounts Payable Other Current Liabilities Job Cost Accruals Media Accrual (2012.2013) Accr'd SIMPLE IRA-'ER Contrib Accrued Expenses Citizens LOC Tenant Deposit Total Other Current Liabilities Total Current Liabilities 2,983,096.64 2,983,096.64 -47,550.00 952,249.54 2,750.00 -1,700.00 202,947.90 3,945.00 1,112,642.44 4,095,739.08 Long Term Liabilities N/P - C. Hale 53,333.34 Total Long Term Liabilities 53,333.34 Total Liabilities 4,149,072.42 Equity Capital Contribution Retained Earnings Net Income 6,692.75 599,349.66 57,445.00 Total Equity 663,487.41 TOTAL LIABILITIES & EQUITY 4,812,559.83 Page 2 FUSEideas, LLC 11:03 AM 08/28/14 Accrual Basis Profit & Loss January through December 2011 TOTAL Ordinary Income/Expense Income Fee Income Ad/Graphic Design Income Ad/Graphic Design Income - ME Film Production Income Hosting Media Buy Income Media Buy Income - ME Operations Pass Through Income Pass Through Income - ME Print Production Income Public Relations Income Video Production Income Web Development Income Total Income 344,959.75 676,138.78 24,877.50 12,000.00 50,075.00 134,227.13 1,125.00 24.04 70,016.42 27,412.27 41,600.00 113,160.00 73,260.00 995,669.62 2,564,545.51 Cost of Goods Sold Copywriting Creative/Art Direction Design Freelancers Freelancer Media Planning Costs Media Purchased for Client Out of Pocket - MA Out of Pocket - ME Photographer Postage & Delivery Print Production Costs Printing & Copying Production Public Relations Freelancers Software/Licenses Talent Travel and Entertainment Video Production Costs Web Freelancers 53,562.50 128,063.98 11,587.50 37,313.67 3,863.00 88,356.43 91,040.65 26,686.06 7,267.00 4,249.52 33,630.54 48.25 65,849.02 16,624.40 999.00 1,300.00 807.39 63,436.44 76,599.93 Total COGS 711,285.28 Gross Profit 1,853,260.23 Page 1 11:03 AM 08/28/14 Accrual Basis FUSEideas, LLC Profit & Loss January through December 2011 TOTAL Expense Office Maintenance Advertising/Job Posting Amortization Bank Service Charges Service Fees Business License and Fees Car/Truck Expense Charitable Contributions Commissions - MA Commissions - ME Contract Labor - MA Contract Labor - ME Dues/Memberships/Subscriptions Gifts Freelancer_ Insurance Miscellaneous Moving Expense - ME New Business Office Equipment Lease - ME Office Equipment Lease - MA Office Expense Office Supplies Parking/T-Pass Online Services - MA Online Services - ME Payroll Expenses Postage and Delivery Printing and Reproduction Professional Fees - ME Professional Fees Public Relations Rent Repairs Software - MA Software - ME Taxes Telephone & Internet Travel and Entertainment - ME Travel & Entertainment Unbillable Client Production Utilities Total Expense Net Ordinary Income 6,920.00 1,013.00 12,250.00 90.90 2,464.43 163.85 12,932.29 1,100.00 31,150.00 3,474.02 274,934.24 16,235.00 8,646.74 1,630.80 4,339.78 51,662.28 0.00 371.70 25,476.18 663.29 12,028.85 5,184.12 9,065.85 3,825.00 24,743.32 64.75 735,415.74 6,109.87 1,838.71 9,268.20 136,650.21 20,157.40 75,933.41 9,014.41 11,503.84 725.80 62,665.37 10,016.32 2,035.68 60,777.51 906.50 3,339.05 1,656,788.41 196,471.82 Page 2 FUSEideas, LLC 11:03 AM Profit & Loss 08/28/14 Accrual Basis January through December 2011 TOTAL Other Income/Expense Other Income Rental Income Interest Income Other Income 20,760.00 23.93 39,474.04 Total Other Income 60,257.97 Other Expense Depreciation Expense Interest Expense 23,498.00 4,500.34 Total Other Expense 27,998.34 Net Other Income Net Income 32,259.63 228,731.45 Page 3 FUSEideas, LLC 11:04 AM 08/28/14 Accrual Basis Balance Sheet As of December 31, 2011 Dec 31, 11 ASSETS Current Assets Checking/Savings Citizens - Checking (Operating) Citizens - Money Market Citizens - Tax Account TD Bank - Bright Matter Petty Cash Century Bank -10,723.06 36,065.38 4,978.00 38,681.92 1,250.00 614.29 Total Checking/Savings 70,866.53 Accounts Receivable Accounts Receivable 705,391.41 Total Accounts Receivable 705,391.41 Other Current Assets Reserve for Bad Debts Employee Advance - ME Employee Advance Prepaid Expenses -16,000.00 2,140.20 471.38 6.45 Total Other Current Assets -13,381.97 Total Current Assets Fixed Assets Fixed Assets Automobile Car Lease Computer Equipment - MA Computer Equipment - ME Computer Software - Capitalize Deferred Lease Cost Leasehold Improvement Office Equipment Office Furniture - MA 762,875.97 -178,097.63 12,500.00 6,357.92 73,628.69 2,518.95 16,316.35 49,000.00 6,740.00 20,479.73 20,577.45 Total Fixed Assets 30,021.46 Other Assets Investment in GGM Security Deposit - ME Security Deposit - MA Utility Deposits 2,668.00 900.00 10,242.00 230.00 Total Other Assets 14,040.00 TOTAL ASSETS 806,937.43 Page 1 FUSEideas, LLC 11:04 AM 08/28/14 Accrual Basis Balance Sheet As of December 31, 2011 Dec 31, 11 LIABILITIES & EQUITY Liabilities Current Liabilities Accounts Payable Accounts Payable Total Accounts Payable 89,752.87 89,752.87 Other Current Liabilities Accr'd SIMPLE IRA-'ER Contrib Sales Tax Payable Citizens LOC Tenant Deposit 2,750.00 531.25 102,947.90 2,245.00 Total Other Current Liabilities 108,474.15 Total Current Liabilities 198,227.02 Total Liabilities 198,227.02 Equity Capital Contribution Opening Bal Equity Owner's Draw Retained Earnings Net Income 6,692.75 5,188.19 -70,000.00 438,098.02 228,731.45 Total Equity 608,710.41 TOTAL LIABILITIES & EQUITY 806,937.43 Page 2