Contract - Arsenal Advertising, LLC - 5/24/2018 CITY OF ROUND ROCK AGREEMENT
FOR PROFESSIONAL CONSULTING SERVICES
WITH
ARSENAL ADVERTISING,LLC
THE STATE OF TEXAS §
CITY OF ROUND ROCK § KNOW ALL BY THESE PRESENTS:
COUNTY OF WILLIAMSON §
That this Agreement for consulting services, specifically for a new Convention and
Visitors Bureau Marketing Plan and r
elated services (referred to herein as the "Agreement"), is
made and entered into on this the of the month of May, 2018, by and between the
CITY OF ROUND ROCK, TEXAS, a home-rule municipality whose offices are located at 221
East Main Street, Round Rock, Texas 78664 (referred to herein as the "City"), and Arsenal
Advertising, LLC, whose offices are located at 1201 West 6t" Street, Suite C, Austin, Texas
78703 (referred to herein as the"Consultant").
RECITALS:
WHEREAS, City has determined that there is a need for the delineated services; and
WHEREAS, City desires to have Consultant provide a new Marketing Plan for the
City's Convention and Visitors Bureau and other related services; and
WHEREAS, the City has issued a "Request for Qualifications" ("RFQ") for the
provision of services, and City has selected Consultant to provide the requested services; and
WHEREAS, the City has an existing Agreement with Arsenal Advertising, LLC
approved by Resolution No. R-2017-4838 on October 12, 2017 related to a different package of
professional services than set forth herein, and this Agreement shall have no effect on the terms
and conditions of the existing agreement; and
WHEREAS, the parties desire to enter into this Agreement to set forth in writing their
respective rights, duties, and obligations;
NOW, THEREFORE,WITNESSETH:
That for and in consideration of the mutual promises contained herein and other good and
valuable consideration, the receipt and sufficiency of which are hereby acknowledged,the parties
mutually agree as follows:
1.01 DEFINITIONS
A. Agreement means the binding legal contract between City and Consultant,
whereby City is obligated to buy specified services and Consultant is obligated to sell same. The
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Agreement includes the following: (a) City's RFQ designated RFQ No. 17-024 dated October
2017, attached hereto as Exhibit "A" and incorporated by reference herein; (b) Consultant's
response to RFQ, attached hereto as Exhibit `B" and incorporated by reference herein; and (c)
any exhibits, addenda, and/or amendments thereto. Any inconsistencies or conflicts in the
contract documents shall be resolved by giving preference in the following order:
(1) This Agreement;
(2) Consultant's Response to RFQ;
(3) City's RFQ, exhibits, and attachments.
B. City means the City of Round Rock, Williamson and Travis Counties, Texas.
C. Force Majeure means acts of God, strikes, lockouts, or other industrial
disturbances, acts of the public enemy, orders of any kind from the government of the United
States or the State of Texas or any civil or military authority, insurrections, riots, epidemics,
landslides, lightning, earthquakes, fires, hurricanes, storms, floods, restraint of the government
and the people, civil disturbances, explosions, or other causes not reasonably within the control
of the party claiming such inability.
D. Services mean the services identified in the attached Scope of Services.
E. Consultant means Arsenal Advertising, LLC, or any successors, assigns,
subsidiaries or affiliates.
2.01 EFFECTIVE DATE,DURATION,AND TERM
A. This Agreement shall be effective on the date it has been signed by both parties
hereto and approved by the City Council, and it shall remain in full force and effect unless and
until it expires by operation of the term stated herein, or until terminated or extended as provided
herein.
B. The initial term of this Agreement shall be for one (1) year from the effective date
hereof. Thereafter, this Agreement may be renewed for four (4) additional periods not to exceed
twelve(12)months for each renewal, only upon the express written agreement of both parties.
C. City reserves the right to review the Consultant's performance at any time, and
the City may elect to terminate this Agreement with or without cause or may elect to continue.
3.01 SCOPE OF WORK
For the purposes of this Agreement, Consultant has issued its Scope of Services. Such
Scope of Services is set forth in Consultant's Response to the RFQ and is attached as Exhibit
"B." This Agreement, including all exhibits, shall evidence the entire understanding and
agreement between the parties and shall supersede any prior proposals, correspondence or
discussions.
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4.01 COSTS
A. Consultant shall be paid on the basis of actual hours worked in accordance with
the page eleven (11)of Exhibit"B" ("Hourly Rate Schedule")attached hereto for the term of this
Agreement. The fees for the initial one (1) year term of this Agreement shall not exceed Two
Hundred Thousand and No/100 Dollars ($200,000.00).
B. The not-to-exceed fees for any additional renewal periods shall be calculated
based upon the estimated hours required to complete the work for the renewal period and the
Hourly Rate Schedule in Exhibit `B" and shall be included in the written agreement for each
renewal period.
5.01 INVOICES
All invoices shall include, at a minimum, the following information:
A. Name and address of Consultant;
B. Invoice number;
C. Description of services rendered; and
D. Completion dates.
6.01 NON-APPROPRIATION AND FISCAL FUNDING
This Agreement is a commitment of City's current revenues only. It is understood and
agreed that City shall have the right to terminate this Agreement at the end of any City fiscal year
if the governing body of City does not appropriate funds sufficient to purchase the services as
determined by City's budget for the fiscal year in question. City may effect such termination by
giving Consultant a written notice of termination at the end of its then current fiscal year.
7.01 PROMPT PAYMENT POLICY
In accordance with Chapter 2251, V.T.C.A., Texas Government Code, any payment to be
made by City to Consultant will be made within thirty (30) days of the date City receives goods
under this Agreement, the date the performance of the services under this Agreement are
completed, or the date City receives a correct invoice for the goods or services, whichever is
later. Consultant may charge interest on an overdue payment at the "rate in effect"on September
1 of the fiscal year in which the payment becomes overdue, in accordance with V.T.C.A., Texas
Government Code, Section 2251.025(b). This Prompt Payment Policy does not apply to
payments made by City in the event:
A. There is a bona fide dispute between City and Consultant, a contractor,
subcontractor, or supplier about the goods delivered or the service performed that
causes the payment to be late; or
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B. There is a bona fide dispute between Consultant and a subcontractor or between a
subcontractor and its supplier about the goods delivered or the service performed
that causes the payment to be late; or
C. The terms of a federal contract, grant, regulation, or statute prevent City from
making a timely payment with federal funds; or
C. The invoice is not mailed to City in strict accordance with any instruction on the
purchase order relating to the payment.
8.01 GRATUITIES AND BRIBES
City may, by written notice to Consultant, cancel this Agreement without incurring any
liability to Consultant if it is determined by City that gratuities or bribes in the form of
entertainment, gifts, or otherwise were offered or given by Consultant or its agents or
representatives to any City officer, employee or elected representative with respect to the
performance of this Agreement. In addition, Consultant may be subject to penalties stated in
Title 8 of the Texas Penal Code.
9.01 TAXES
City is exempt from Federal Excise and State Sales Tax; therefore, tax shall not be
included in Consultant's charges.
10.01 ORDERS PLACED WITH ALTERNATE CONSULTANTS
If Consultant cannot provide the Services as specified, City reserves the right and option
to obtain the services from another supplier or suppliers.
11.01 INSURANCE
Consultant shall meet all requirements as stated in the attached Request for Quote
(including all attachments and exhibits), its Response, and as set forth at:
http://www.roundrocktexas.gov/wp-content/uploads/2014/12/coiT insurance 07 20112 pdf.
12.01 CITY'S REPRESENTATIVE
City hereby designates the following representative authorized to act in its behalf with
regard to this Agreement:
Nancy Yawn, CVB Director
City of Round Rock
221 East Main Street
Round Rock, Texas 78664
512-218-7094
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13.01 RIGHT TO ASSURANCE
Whenever either party to this Agreement, in good faith, has reason to question the other
party's intent to perform hereunder, then demand may be made to the other party for written
assurance of the intent to perform. In the event that no written assurance is given within the
reasonable time specified when demand is made, then and in that event the demanding party may
treat such failure as an anticipatory repudiation of this Agreement.
14.01 DEFAULT
If Consultant abandons or defaults under this Agreement and is a cause of City
purchasing the specified goods and services elsewhere, Consultant agrees that it may be charged
the difference in cost, if any, and that it will not be considered in the re-advertisement of the
service and that it may not be considered in future bids for the same type of work unless the
scope of work is significantly changed.
Consultant shall be declared in default of this Agreement if it does any of the following:
A. Fails to fully, timely and faithfully perform any of its material obligations
under this Agreement;
B. Fails to provide adequate assurance of performance under the "Right to
Assurance" section herein; or
C. Becomes insolvent or seeks relief under the bankruptcy laws of the United
States.
15.01 TERMINATION AND SUSPENSION
A. The City has the right to terminate this Agreement, in whole or in part, for
convenience and without cause, at any time upon thirty (30) days' written notice to the
Consultant.
B. In the event of any default by Consultant, City has the right to terminate this
Agreement for cause,upon ten (10)days' written notice to Consultant.
C. Consultant has the right to terminate this Agreement only for cause, that being in
the event of a material and substantial breach by City, upon one hundred and twenty(120) days'
written notice to City or by mutual agreement to terminate evidenced in writing by and between
the parties.
D. In the event City tenninates under subsections (A) or (B) of this section, the
following shall apply: Upon City's delivery of the referenced notice to Consultant, Consultant
shall discontinue all Services in connection with the performance of this Agreement and shall
proceed to cancel promptly all existing orders and contracts insofar as such orders and contracts
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are chargeable to this Agreement. Within thirty (30) days after such notice of termination,
Consultant shall submit a statement showing in detail the Services satisfactorily performed under
this Agreement to the date of termination. City shall then pay Consultant that portion of the
charges, if undisputed. The parties agree that Consultant is not entitled to compensation for
Services it would have performed under the remaining term of the Agreement except as provided
herein.
16.01 INDEMNIFICATION
Consultant shall defend (at the option of City), indemnify, and hold City, its successors,
assigns, officers, employees and elected officials harmless from and against all suits, actions,
legal proceedings, claims, demands, damages, costs, expenses, attorney's fees, and any and all
other costs or fees arising out of, or incident to, concerning or resulting from the negligent or
willful acts or omissions of Consultant, or Consultant's agents, employees or subcontractors, in
the performance of Consultant's obligations under this Agreement, no matter how, or to whom,
such loss may occur. Nothing herein shall be deemed to limit the rights of City or Consultant
(including, but not limited to the right to seek contribution) against any third party who may be
liable for an indemnified claim.
17.01 COMPLIANCE WITH LAWS, CHARTER AND ORDINANCES
A. Consultant, its agents, employees and subcontractors shall use best efforts to
comply with all applicable federal and state laws, the Charter and Ordinances of the City of
Round Rock, as amended, and with all applicable rules and regulations promulgated by local,
state and national boards, bureaus and agencies.
B. In accordance with Chapter 2270, Texas Government Code, a governmental entity
may not enter into a contract with a company for goods or services unless the contract contains
written verification from company that it: (1) does not boycott Israel; and (2) will not boycott
Israel during the term of this contract. The signatory executing this Agreement on behalf of
Consultant verifies Consultant does not boycott Israel and will not boycott Israel during the term
of this Agreement.
18.01 ASSIGNMENT AND DELEGATION
The parties each hereby bind themselves, their successors, assigns and legal
representatives to each other with respect to the terms of this Agreement. Neither party shall
assign, sublet or transfer any interest in this Agreement without prior written authorization of the
other party.
19.01 NOTICES
All notices and other communications in connection with this Agreement shall be in
writing and shall be considered given as follows:
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1. When delivered personally to the recipient's address as stated in this Agreement;
or
2. Three (3) days after being deposited in the United States mail, with postage
prepaid to the recipient's address as stated in this Agreement.
Notice to Consultant:
Arsenal Advertising, LLC
1201 West 6"' Street, Suite C
Austin, TX 78703
Notice to City:
Laurie Hadley, City Manager Stephan L. Sheets, City Attorney
221 East Main Street AND TO: 309 East Main Street
Round Rock, TX 78664 Round Rock, TX 78664
Nothing contained herein shall be construed to restrict the transmission of routine
communications between representatives of City and Consultant.
20.01 APPLICABLE LAW; ENFORCEMENT AND VENUE
This Agreement shall be enforceable in Round Rock, Texas, and if legal action is
necessary by either party with respect to the enforcement of any or all of the terms or conditions
herein, exclusive venue for same shall lie in Williamson County, Texas. This Agreement shall be
governed by and construed in accordance with the laws and court decisions of the State of Texas.
21.01 EXCLUSIVE AGREEMENT
This document, and all appended documents, constitutes the entire Agreement between
Consultant and City. This Agreement may only be amended or supplemented by mutual
agreement of the parties hereto in writing, duly authorized by action of the City Manager or City
Council.
22.01 DISPUTE RESOLUTION
City and Consultant hereby expressly agree that no claims or disputes between the parties
arising out of or relating to this Agreement or a breach thereof shall be decided by any arbitration
proceeding, including without limitation, any proceeding under the Federal Arbitration Act (9
USC Section 1-14) or any applicable state arbitration statute.
23.01 SEVERABILITY
The invalidity, illegality, or unenforceability of any provision of this Agreement or the
occurrence of any event rendering any portion or provision of this Agreement void shall in no
way affect the validity or enforceability of any other portion or provision of this Agreement. Any
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void provision shall be deemed severed from this Agreement, and the balance of this Agreement
shall be construed and enforced as if this Agreement did not contain the particular portion or
provision held to be void. The parties further agree to amend this Agreement to replace any
stricken provision with a valid provision that comes as close as possible to the intent of the
stricken provision. The provisions of this section shall not prevent this entire Agreement from
being void should a provision which is of the essence of this Agreement be determined to be
void.
24.01 MISCELLANEOUS PROVISIONS
Standard of Care. Consultant represents that it employs trained, experienced and
competent persons to perform all of the Services, responsibilities and duties specified herein and
that such Services, responsibilities and duties shall be performed in a manner according to
generally accepted industry practices.
Time is of the Essence. Consultant understands and agrees that time is of the essence and
that any failure of Consultant to fulfill obligations for each portion of this Agreement within the
agreed timeframes will constitute a material breach of this Agreement. Consultant shall be fully
responsible for its delays or for failures to use best efforts in accordance with the terms of this
Agreement. Where damage is caused to City due to Consultant's failure to perform in these
circumstances, City may pursue any remedy available without waiver of any of City's additional
legal rights or remedies.
Force Majeure. Neither City nor Consultant shall be deemed in violation of this
Agreement if it is prevented from performing any of its obligations hereunder by reasons for
which it is not responsible as defined herein. However, notice of such impediment or delay in
performance must be timely given, and all reasonable efforts undertaken to mitigate its effects.
Multiple Counterparts. This Agreement may be executed in multiple counterparts, any
one of which shall be considered an original of this document; and all of which, when taken
together, shall constitute one and the same instrument.
[Signatures appear on the following page.]
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IN WITNESS WHEREOF, City and Consultant have executed this Agreement on the
dates indicated.
CITY OF OUND RO , TEXAS
By:
Printed Name:
Title:
Date Signed: : , .
ATTEST:
Sara L. White, City Clerk
F4ephanL.
PPROV D AS TO FORM:
U
Sets, City Attorney
ARSENAL ADVERTISING,LLC
By: _JV�Mc�
Printed Name:
Title: L, .Cy
Date Signed:
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ROUND ROCK TEXAS
City of Round Rock, Texas
Purchasing Division
221 East Main Street
Round Rock, Texas 78664-5299
www.roundrocktexas.gov
REQUEST FOR QUALIFICATIONS
Marketing & Advertising Consulting Services
for
Round Rock Convention & Visitors Bureau
Solicitation - RFQ No. 17-024
October 2017
Exhibit "A"
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
TABLE OF CONTENTS
Sec_ General Requirements
Page(s) 1-6
Section If: Terms and Conditions/Insurance Requirements
Page(s) 6-7
Section III Statement of Work
Page(s) 8-9
Section IV Response Participation Instructions and Evaluation Factors
Page(s) 10-11
Attachments Attachment A- Reference Sheet
Attachment B —Qualifications Submittal Form/
Execution of Qualifications
Addendum C—Addendum Acknowledgment Form
Exhibit "A"
Page 2 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
SECTION I
GENERAL REQUIREMENTS
The City of Round Rock, Texas herein after"City", is soliciting Request for Qualifications
to enter into an agreement with a qualified Individual, Firm, or Corporation,
(Respondent), that possess the resources and expertise to provide Marketing and
Advertising Consulting Services, herein referred to as "Services". Under this agreement,
the City reserves the right to add supplemental marketing and advertising services
throughout the term of this contract. All pricing structures and rates shall be negotiated
and agreed in writing by both parties prior to execution.
1. SCHEDULE OF EVENTS: It is the City's intention to comply with the following
solicitation timeline:
EVENT DATE
RFQ Release Date October 5, 2017
Deadline for Submission of Questions October 12 @ 5:00 PM., CST
Deadline for City responses to questions October 19 @ 5:00 PM, CST
Deadline for Submission of RFQ Responses October 26 @ 3:00 PM., CST
Date of Short List Interviews November 6- 10, 2017
All questions regarding the solicitation shall be submitted in writing by October 12,
2017 @ 5:00 p.m., CST as noted above. A copy of all the questions submitted and
the City's response to the questions shall be posted on the City's webpage in the form
of an addendum at:
https://www.roundrocktexas gov/departments/purchasing/purchasing active
solicitations/
Questions shall be submitted to the City contact named herein. The City reserves the
right to modify these dates. Any notice of date changes will be posted to the City's
website, shown above.
2. SUBMISSION:
2.1. Respondents shall submit one (1) evident signed "Original" and four (4)
copies of the qualifications including one (1) electronic copy in "CD" format,
and required attachments. Pages should be numbered and contain an
organized, paginated table of contents corresponding to the section and
pages of the qualifications. The qualifications must address all requirements
of this RFQ regarding the proposed Round Rock Convention & Visitors
Bureau Marketing and Advertising Consulting Services.
Exhibit "A"
Page 3 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
2.2. Respondents to this RFQ are responsible for all costs of Qualifications
preparation.
2.3. All qualifications shall be received and time stamped at the City of Round
Rock—City Hall prior to October 26, 2017 @ 3:00 p.m., Central Standard
Time (CST) as specified in the Schedule of Events. Late Qualifications will
not be considered under any circumstance and will be returned unopened,
if return address is provided.
2.4. Qualifications should be placed in a sealed, separate envelope/package and
correctly identified with the solicitation title, "Round Rock Convention &
Visitors Bureau — Marketing and Advertising Consulting Services", RFQ No.
17-024, submittal deadline/opening date and time and "DO NOT OPEN". If
submitting multiple responses, each response should be placed in a
separate envelope and correctly identified with the solicitation title, RFQ
number, submittal deadline/opening date and time, and "DO NOT OPEN". It
is the respondent's responsibility to appropriately mark and deliver the
Qualifications to the City by the specified date and time. The City will not
bear liability for any costs incurred in the preparation and submission of
offers in response to this RFQ.
2.5. Receipt of all addenda (Addendum Acknowledgment Form Attachment
C) to this RFQ should be acknowledged, signed and included in the
qualifications.
2.6. Content: Qualifications submitted without this information may be rejected.
The City reserves the right, in its sole judgment and discretion, to waive
minor technicalities and errors in the best interest of the City. Attachments
shall be returned with the RFQ response.
• Attachment A- Reference Sheet
• Attachment B - Qualifications Submittal Form and Execution of
Qualifications Form
• Attachment C -Addendum Acknowledgment Form
2.7. Qualifications Submittal Form and Execution of Qualifications (Attachment
B): This form is to be completed and returned with the qualifications. It is
to be signed by an "authorized agent" of your company.
NOTE: Failure to return attachments may result in disqualification of your
RFQ response.
Exhibit "A"
Page 4 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
2.8. All inquiries for additional information or clarifications between the
Respondent and the City shall be directed to:
Michael Schurwon, CPPB, CTPM
Purchaser
City of Round Rock
221 E. Main Street
Round Rock, Texas 78664
e-mail: mschurwonCd-)roundrocktexas.gov
NOTE: Any and all questions shall be in writing and must be received by the
deadline on October 12, 2017 @ 5:00 p.m., (CST). The City shall NOT be
responsible for failure of electronic equipment or operator error.
2.9. Upon issuance of this RFQ, besides written inquiries as described above,
other employees and representatives of the City will not answer questions
or otherwise discuss the contents of the RFQ with any potential respondent
or their representatives. Failure to observe this restriction may result in
disqualification of any subsequent response. This restriction does not
preclude discussions between affected parties for the purpose of
conducting business unrelated to this request for qualifications.
3. DELIVERY OF REQUIREMENTS:
3.1. Signed and sealed qualification responses shall be submitted no later than
October 26, 2017 @ 3:00 PM, (CST) to the City by one of the following
methods:
U.S. Postal Service Overnight/Express Mail Hand Deliver
City of Round Rock City of Round Rock City of Round Rock
City Hall — Reception City Hall — Reception Desk, City Hall — Reception
Desk, 1s1 Floor 15t Floor Desk, 1 It Floor
221 East Main Street 221 East Main Street 221 East Main Street
Round Rock, TX 78664- Round Rock, TX 78664- Round Rock, TX 78664-
5299 5299 5299
Attention: Michael Attention: Michael Attention: Michael
Schurwon Schurwon Schurwon
Purchaser Purchaser Purchaser
Hours—8:00 a.m. to 5:00 Hours—8:00 a.m. to 5:00 Hours—8:00 a.m. to 5:00
p.m. p.m. p.m.
Monday- Friday Monday- Friday Monday- Friday
Exhibit "A"
Page 5 of 17
City of Round Rock
Round Rock Convention & Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
4. QUALIFICATIONS OPENING:
4.1. Qualifications will be opened at the City of Round Rock, City Hall, 221 East
Main Street, Council Chambers, Round Rock, Texas 78664.
4.2. Qualifications will be received until the date and time established for receipt.
Qualifications shall be opened in a manner that does not disclose the
contents before an award. Only the names of the respondents who
submitted qualifications will be made public.
PART II
TERMS AND CONDITONS
AND INSURANCE REQUIREMENTS
1. DEFINITIONS, STANDARD TERMS AND CONDITIONS: By submitting a
response to this solicitation, the Respondent agrees that the City's Definitions,
Standard Terms and Conditions, in effect at the time of release of the solicitation,
shall govern unless specifically provided otherwise in a separate agreement or
on the face of a purchase order. Said Definitions, Terms and Conditions are
subject to change without notice. It is the sole responsibility of Respondent to
stay apprised of changes. The City's Definitions, Standard Terms and Conditions
can be viewed and downloaded from the City's website at:
https://www.roundrocktexas.gov/departments/purchasing/
2. AGREEMENT TERM: The term of the Agreement shall be for twelve (12)
months from the date of award. After the initial term, the agreement may be
renewed for four (4) additional twelve (12) month periods, only upon express
written agreement of both parties, and only provided that the Consultant has
performed each and every contractual obligation in the agreement.
If the Agreement is terminated, for any reason, the Consultant shall turn over all
records to the City within fifteen (15) working days after completion of duties
contained in the Agreement.
3. INSURANCE: The Respondent shall meet or exceed all insurance requirements
set forth in Standard Insurance Requirements. The City's Standard Insurance
Requirements document can be viewed and downloaded from the City's website
at: https://www.round rocktexasgov/departments/purchasing/
Exhibit "A"
Page 6 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/Item 76
October 2017
4. ADDITIONAL PROVISIONS: Prices based on negotiations with the successful
vendor and terms will not be divulged until after award. The City considers all
information, documentation, and other related submission materials to be
confidential and/or proprietary before an award.
4.1. Telephone, e-mail, and facsimile qualifications are not accepted in response
to this RFQ.
4.2. Responses cannot be altered or amended after opening.
4.3. No response can be withdrawn after opening without written approval from
the City for an acceptable reason.
4.4. The City will not be bound by any oral statement or offer made contrary to
the written specifications.
4.5. All submitted qualifications responses shall become the property of the City
after the RFQ submittal deadline/opening date.
4.6. Responses submitted shall constitute an offer for a period of ninety (90)
days or until selection is made by the City.
Exhibit "A"
Page 7 of 17
City of Round Rock
Round Rock Convention & Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
SECTION III
STATEMENT OF WORK
1. INTRODUCTION AND BACKGROUND
Round Rock, Texas, is a growing city in the Hill Country of Central Texas. With a
population of over 100,000, this dynamic city is located just 15 miles north of the State
Capital of Austin. Round Rock is the 31st largest City in Texas, according to the 2010
U.S. Census Bureau data. Major employers include Dell, TECO-Westinghouse, Dresser
and Emerson. It has an award-winning park system, school district and is the one of the
safest cities with a population of at least 100,000 population in the United States.
Round Rock promotes itself as the Sports Capital of Texas, the premier destination
for youth, amateur and recreational sports. A variety of world-class parks, ball fields
and the Round Rock Sports Center host a wide variety of tournaments and events
year-round.
For the past thirteen years, the Round Rock CVB has been successful in promoting
the community to visitors, attracting sporting events, conventions and other special
events to positively impact the local economy. Every day, the CVB assists
residents, visitors and the general public with any questions or information about
the city.
Round Rock continues to build on its sports leadership position by staying true to
the brand and building first-class sports facilities with the ideal infrastructure for any
event including quality hotels, unique entertainment, fine dining and a wide range of
shopping experiences.
Round Rock has invested significantly in the infrastructure needed to support a
myriad of events. The city has invested millions of dollars in sports facilities,
bolstered by an economic base that includes the headquarters of Dell and
Emerson. Recently, $14.9 million dollars was invested in the new Round Rock
Sports Center, which adds a premier indoor showcase facility to already world-
class outdoor venues that originally earned Round Rock its Sports Capital of Texas
reputation. And in 2017, the city opened a 75-acre multi-purpose field complex.
As the Sports Capital of Texas continues to develop and grow, and the addition of
an Embassy Suites and conference center and Kalahari Resorts, the RRCVB is
seeking the assistance of a professional marketing/advertising company that has
experience in sports, conventions and destination marketing categories. The
services needed for this campaign include branding, messaging, creative
development, print, interactive, multimedia ad production, media planning and
buying, social media management, SEO and SEM strategies and implementation,
account servicing and general account management.
Exhibit "A"
Page 8 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
2. PROJECT BUDGET
The anticipated FY 2017/18 budget for this project is $200,000. Estimated annual
amount for each subsequent renewal period is $200,000 however future budgets are
dependent on approval by City Council, are subject to change and may be more or less
than the original budgeted amount.
3. PROJECT OVERVIEW AND SCOPE
The objective of this project is to merge the brand into sports, meetings, and
conventions, and general tourism.
The successful organization must embrace a collaborative approach to strategic
development, have a proven brand philosophy/process, and demonstrate success in
the following:
Conducting a thorough assessment of the destination offerings, amenities and
strategies.
Creating a brand marketing strategy with specific implementation strategies.
The primary objectives of this destination brand initiative are:
3.1. Work with the Round Rock Convention & Visitors Bureau (RRCVB) and key
stakeholders to refine and develop the brand and brand promise that
anchors the RRCVB in delivering cohesive messaging and visuals to better
market us as a destination for sports events, meetings/conventions, groups
and leisure travelers.
3.2. Create a strategy for effectively communicating our brand to our target
markets, stakeholders and visitors (through identity, image and marketing,
etc.).
NOTE: The primary deliverables of this effort will be a marketing strategy and
implementation plan to build and support the Sports Capital of Texas brand and
integrate meetings, conventions, and general tourism.
Exhibit "A"
Page 9 of 17
City of Round Rock
Round Rock Convention & Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
SECTION IV
RESPONSE PARTCIPATION INSTRUCTIONS AND EVALUATION FACTORS
1. RESPONSE PARTCIPATION INSTRUCTIONS
Responses to this RFQ should be provided in the following numbered format as listed
below.
The submittal must address your qualifications and previous work on destination
branding initiatives. Proposals should be prepared by providing concise information.
Emphasis should be placed on completeness and clarity of content.
1.1. Prefacing the response, the Respondent shall provide an Executive Summary
of three (3) pages or less, which gives in brief, concise terms, a summation of
the proposal. The response itself shall be organized in the following format
and informational sequence:
A. Business Organization: State full name and address of your
organization and identify parent company if you are a subsidiary. Specify
the branch office or other subordinate element which will perform, or
assist in performing, work herein. Indicate whether you operate as a
partnership, corporation, or individual. Include the State in which
incorporated or licensed to operate.
B. Authorized Negotiator: Include name, address, and telephone number
of person in your organization authorized to negotiate Contract terms and
render binding decisions on Contract matters.
C. Corporate References: Provide three references, for similar projects
completed within the past five (5) years. Include the company name,
telephone number, type name, and email address of the contact person.
List and describe the services provided to each client. Refer to
Attachment A — Reference Sheet. Additional pages may be used to
describe services provided to each reference.
Please answer and include in the response the following topics and provide the
requested information in your response
1.2. Share your point of view of our current challenges, opportunities and
perceptions.
1.3. Demonstrate how your agency is distinctive from other agencies or experts
in this field.
1.4. Detail your approach to developing a one-year marketing implementation
plan.
1.5. The Round Rock Convention &Visitors Bureau believes in quality balanced
with efficiency. Describe how your process and methodology produce project
success sooner than your competitors.
Exhibit "A"
Page 10 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
1.6. Biographies: Provide biographies of the individuals from the firm who will
be working on the project, including areas of responsibility. Clearly designate
the project manager for this project and responsibilities of other team
members.
1.7. Case Studies (Current): Provide three detailed case studies of your current
work on destination/regional branding assignments.
1.8. Case Studies (Previous): Provide three detailed case studies of your
previous work on sports destination branding assignments.
2. EVALUATION CRITERIA, SELECTION AND AWARD PROCESS: Responses
should be submitted in the most favorable terms. The City will use the following
procedure to select a vendor from the Respondent(s)to this RFQ.
2.1. EVALUATION CRITERIA: The intent of the City is to award to one
Respondent in accordance with the evaluation criteria as follows:
Total: 100%
• Tourism Experience—20%
• Destination Branding Experience—20%
• Personnel Qualifications—20%
• Approach to Work—20%
• Case Studies—20%
2.2. Select the most highly qualified respondent based on the evaluation
criteria applied to RFQ responses, then optional shortlist interviews and
presentations may be held.
NOTE: Short-listed respondents may be invited for a presentation and interview
to address questions posed by the Round Rock Convention &Visitors Bureau
Director and to clarify their responses through exhibition and discussions.
2.3. Attempt to negotiate an annual contract for the required marketing
consulting services with the most qualified respondent based on a fair and
reasonable price schedule in accordance with professional fees not to
exceed any maximum provided by law.
2.3.1. If negotiations are successful, make a formal award
2.3.2. If negotiations are not successful, formally end negotiations.
2.4. Select the next most highly qualified respondent and attempt to negotiate a
contract and proposed fee schedule with that respondent.
2.5. The City shall continue this process until a vendor is selected for an award.
Exhibit "A"
Page 11 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing & Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT A
REFERENCE SHEET
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH
THEIR QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF
THE QUALIFICATIONS.
Respondent(Company):
Name(Typed/printed):
Telephone number:
E-mail Address:
Provide the name, address,telephone number and E-mail address of at least three (3) references
from firms of comparable size that have utilized similar service. Include description, contact
names, position, company name, e-mail address and telephone number for each reference listed.
Any negative responses received may be grounds for disqualification of Respondent's request for
qualifications response. City of Round Rock references are not applicable. References may be
checked prior to contract award.
Description of Services:
Name of Contact:
Title of Contact:
Company Name:
E-Mail Address:
Telephone#:
Fax#:
Exhibit "A"
Page 12 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT A
REFERENCE SHEET
(Continued)
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH
THEIR QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF
THE QUALIFICATIONS.
Respondent(Company):
Name(Typed/printed):
Telephone number:
E-mail Address:
Provide the name, address,telephone number and E-mail address of at least three (3)references
from firms of comparable size that have utilized similar service. Include description, contact
names, position, company name, e-mail address and telephone number for each reference listed.
Any negative responses received may be grounds for disqualification of Respondent's request for
qualifications response. City of Round Rock references are not applicable. References may be
checked prior to contract award.
Description of Services:
Name of Contact:
Title of Contact:
Company Name:
E-Mail Address:
Telephone#:
Fax#:
Exhibit "A"
Page 13 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT A
REFERENCE SHEET
(Continued)
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH
THEIR QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF
THE QUALIFICATIONS.
Respondent(Company):
Name(Typed/printed):
Telephone number:
E-mail Address:
Provide the name, address,telephone number and E-mail address of at least three (3) references
from firms of comparable size that have utilized similar service. Include description, contact
names, position, company name, e-mail address and telephone number for each reference listed.
Any negative responses received may be grounds for disqualification of Respondent's request for
qualifications. City of Round Rock references are not applicable. References may be checked
prior to contract award.
Description of Services:
Name of Contact:
Title of Contact:
Company Name:
E-Mail Address:
Telephone#:
Fax#:
Exhibit "A"
Page 14 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT B
QUALIFICATIONS SUBMITTAL FORM AND EXECUTION OF QUALIFICATIONS
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT
WITH THEIR QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN
DISQUALIFICATION OF THE QUALIFICATIONS.
By signature hereon, the Respondent certifies that:
All statements and information prepared and submitted in the response to this RFQ
are current, complete and accurate.
He/she has not given, offered to give, nor intends to give at any time hereafter, any
economic opportunity, future employment, gift, loan gratuity, special discount, trip,
favor, or service to a City employee in connection with the submitted response.
Failure to sign the Execution of Qualifications or signing it with a false statement
shall void the submitted offer or any resulting contracts.
Respondent represents and warrants that the individual signing this Execution of
Qualifications is authorized to sign this document on behalf of the Respondent and to
bind the Respondent under any contract resulting from this request for qualifications.
RESPONDENT(COMPANY):
SIGNATURE (IN INK):
NAME (TYPED/PRINTED):
TITLE: DATE:
STREET:
CITY/STATE/ZIP:
TELEPHONE AND FAXSCMILE NO.:
E-MAIL
ADDRESS:
Exhibit "A"
Page 15 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT B
(Continued)
QUALIFICATIONS SUBMITTAL FORM AND EXECUTION OF QUALIFICATIONS
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT
WITH THEIR QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN
DISQUALIFICATION OF THE QUALIFICATIONS.
FEDERAL TAX IDENTIFICATION NUMBER (FIN):
By submitting a response to this solicitation, the Respondent agrees that the City's
standard Definitions, Terms and Conditions, in effect at the time of release of the
solicitation, shall govern unless specifically provided otherwise in a separate agreement
or on the face of a purchase order. Said Definitions, Terms and Conditions are subject
to change without notice. It is the sole responsibility of respondents to stay apprised of
changes. In addition to the above General Terms and Conditions listed in Section IV,
the City's Definitions, Terms and Conditions shall be enforced and part of the contract
and can be obtained from the City's website at:
htt s://www.roundrocktexas. ov/de artments/ urchasin / urchasin -active-solicitations/
Exhibit "A"
Page 16 of 17
City of Round Rock
Round Rock Convention & Visitors Bureau
Marketing & Advertising Consulting Services
RFQ No. 17-024
Class 918/ Item 76
October 2017
ATTACHMENT C
ADDENDUM ACKNOWLEDGMENT FORM
NOTE: IF ADDENDUMS HAVE BEEN ISSUED, RESPONDENTS SHALL COMPLETE
AND RETURN THIS ATTACHMENT WITH THEIR QUALIFICATIONS. FAILURE TO
DO SO MAY RESULT IN DISQUALIFICATION OF THE QUALIFICATIONS.
ADDENDA ACKNOWLEDGMENT: The undersigned acknowledges the receipt of the
following Addenda:
Addendum #: Dated:
Addendum #: Dated:
Addendum #: Dated:
Addendum #: Dated:
Addendum #: Dated:
Respondent (Company):
Signature (in ink):
Name
(Typed/printed):
Title: Date:
Exhibit "A"
Page 17 of 17
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CITY OF ROUND ROCK 1 ROUND ROCK CONVENTION & VISITORS BUREAU
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REVISED SCOPE OF WORK AND PRICE SCHEDULE
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1201 W. 6th St.Suite C
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I. Contact:Anne Marie Scharrer
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Exhibit "B"
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Scope of Services
Thank you for the opportunity to work with the City of Round Rack Sports Management
andTourism.In our work with the Round Rock CVB for the last several years,we've been
itching to enter the leisure tourism market. For years,we've recognized the growth and
opportunities coming to the City of Round Rock,and we are ready to hit the ground running
in this new direction.Again,we are so excited for the opportunity to partner with the city as
they journey into meeting,convention and general leisure tourism.
is
Our past work with the Sports Capital of Texas has laid a strong foundation for the city to
stand on.Continued updates to the Visitors Guide,the creation of complementary brands for
new facilities and their responsive websites,and various print and digital campaigns targeted at
sports events planners are just a few elements that form the base for the Sports Capital of Texas.
As the brand merges sports,meetings,convention and leisure tourism,our job in the coming year
will be to make sure our success story on paper is the same story that is happening in residents'
and visitors'minds.We will show them that Round Rock is a viable contender standing on its own
two legs as a formidable foe in destination tourism.
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In anticipation of the upcoming year,we will continue to tell the overall story of the
I Sports Capital of Texas,while building the general tourism and meeting space offerings.
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As your full-service advertising agency,our professional services would focus on five key areas of
communications support;
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1.Exploration and Research to Enter the New Market
2.Print and Digital Marketing to build the meeting and leisure travel awareness
3.Social Media and Website Optimization
4.Major Update to the Round Rock Visitors Guide
5.Public Relations to Promote New Offerings
Specifics of each area are subject to change after goal setting and exploration with client.
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CITY OF ROUND ROCK/ROUND ROCK CV8 REVISED SCOPE OF WORK AND PRICE SCHEDULE J
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1. Exploration and Research to Enter the New Market
The following is a proposed estimation.This timeline should be understood with an assumption of
flexibility;it is subject to change based on budget limits,time constraints and mandatory deliverables
to be decided upon by RRCVB.
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Our process is first and foremost guided by collaboration between Arsenal and Round Rock to
i jointly develop marketing objectives,communications and advertising strategies.The first step in the
I Arsenal process always involves exploration and research.An emphasis on collaboration is pivotal
at this point,because knowing the goals of all key stakeholders in Round Rock for this transitionwill
s; lead the direction and ensure all expectations are met.
A. What does the timeline for the next 12 months look like?
MONTH 1: Kickoff meeting,initiate primary and secondary research
r MONTH 2: Continue primary research with focus groups and stakeholder interviews
MONTH 3: Conclude primary and secondary research
�IMONTH 4: Synthesize findings/produce Initial recommendations and present to core
RRCVB team
i' MONTH 5: Develop creative brief and messaging platform
MONTH 6, Finalize messaging platform,create branding variations and tagline
MONTH 7: Present final report,logo variations and tagline
MONTH 8: Create brand standards,start website refresh process,media pian,
I:
social media strategy
MONTH 9: Present ad campaign comps,continue website refresh
E
MONTH 10: Create ad campaign and implement media plan and social media strategy
MONTHS 11-12: Launch ad campaign and launch website refresh
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CITY OF ROUND ROCK l ROUND ROCK CYB REVISED SCOPE OF WORK AND PRICE SCHEDULE _
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CITY OF ROUND ROCK/ROUND ROCK CV8 REVISED SCOPE OF WORK AND PRICE SCHEDULE
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Q1 leading Off
Day 1 Arsenal will collaborate with the core team at the RRCVB to review timelines,objectives,
i roles and responsibilities and define key performance indicators.Soon after we will discuss
audience segmentation for primary research,identify key stakeholders,determine in-depth
j interview subjects,pian focus groups,and create survey questions.Following this kick off,Arsenal
will begin to conduct all primary and secondary research that pertains to Round Rock leisure and
meeting tourism.This research might include all or some of the following;observations,focus
groups,surveys/questionnaires and personal interviews of stakeholders,financials and other
statistics provided by the RRCVB and City of Round Rock,travel statistics from the State of
Texas,competitor research of other CVBs and general tourism campaigns,market trends as they
pertain to travel,social media profiles and mentions for stakeholder businesses,and more.
Q1 Goals:
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-Complete all primary and secondary research
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Q2 In Full Swing
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Upon completion of primary and secondary research,Arsenal will consolidate the data to create
f our initial recommendations for a general tourism brand position that works in harmony with
current SCOT marketing efforts and present to the core RRCVB team,During this phase,we
emphasize collaborative input from the RRCVB,working closely to ensure mutually aligned
visions. From the data and our other market assessment tools,including SWOT analysis,we will
produce a creative brief to guide the upcoming branding and tagline executions.From the brief
r we finalize our messaging platform,create branding variations(logo,colors and font)and produce
tagline options for consideration by the RRCVB.
Q2 Goals:
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-Consolidate research findings and formulate brand position
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-Develop creative brief and create messaging platform
I -Develop creative options for logo and tagline
j.:
Q3 Almost Home
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t' In Q3 Arsenal will present our final report consisting of primary and secondary research
i; results,as well as our logo variations and chosen taglines to the RRCVB.When all parties are
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in agreement over a chosen brand look,we will move forward with developing cohesive brand
standards for all marketing materials,at which point Arsenal will then begin refreshing the
SCOT website.Soon after we will establish print and digital media deliverables with a media
plan and begin building out a social media content calendar.The Arsenal team will then begin
development of an integrated ad campaign that consists of digital and print advertising,as well as
;
continue to refresh the SCOT website.
Q3 Goals:
-Present research results to city council
3
I -Create logo,tagline and universal brand standards
-Update website with new brand look and feel
-Create media plan and build out social media content calendar
-Create integrated ad campaign and present initial comps
h Exhibit "B"
I CITY OF ROUND ROCK/ROUND ROCK CV$REVISED SCOPE OF WORK AND PRICE SCHEDULE �
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STAND FOR caan.BRAND FOR saaB.
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Q4 Mission Accomplished
During 04,Arsenal will wrap up the year by implementing all of the work we have done
previously.We will launch our approved brand campaign that utilizes a fresh brand position with
insights gained from the primary and secondary research conducted at the beginning of the year.
We will continue to build out our media plan for digital and print,and develop a content strategy
to be implemented through a pre-planned editorial calendar for all of RRCVB platforms. Time
permitting, we will finalize an evolved visitors guide that reflects and incorporates our new take on
leisure and meeting tourism.
Q4 Goals:
-Create and launch finalized ad campaign
-Continue to implement media plan and social media strategy
B, What is the process for identifying stakeholders?
Stakeholders are defined as"any group or individual who can affect or is affected by
the achievement of the organization's objectives."For the Round Rock Convention
Visitors Bureau,they can thus fall into several categories:local government bodies,
visiting tourists,permanent residents,and commercial players in the Round Rock tourism
ecosystem including but not limited to:restaurants,hotels,convention centers,sports
facilities,outdoor attractions,and indoor entertainment options.
A successful CVB is largely determined by successful stakeholders,and identifying
who they are is not a black-and-white,beginning-and-end procedure;simply put,not all
stakeholders are created equal.Some stakeholders may be stronger,or more influential,
than others based on power(control of assets and economic pull),closeness and
t
compatibility of relationship with the CVB (facilitating collaboration and involvement with
j' organization),or centrality to other stakeholders(creating interrelations and possibilities
c of collaboration among stakeholders).We will determine key stakeholders based on a
combined perspective of all three of these influencer metrics.
is C. What is the suggested timeline (days,weeks and months) for interviewing
i stakeholders and collecting data?
Total time for primary/secondary research:9-12 weeks
The bulk of our rima and seconds research would take lace
primary secondary p during the first nine
i weeks of 01,with a three-week buffer period(Weeks 10. 12)to conduct further
research on any stakeholder segments that remain disproportionately represented.The
specific dates for interviews/primary research methods would be established when key
stakeholders have been identified with the collaboration of the RRCVB.
r
The primary and secondary research we conduct may include some or all of the
following:observations,in-depth interviews,focus groups,surveys/questionnaires,
is travel statistics,competitor research,social media profiles and mentions,case studies,
and more,
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D. What are the steps and timeline for completing secondary research.
Secondary data will be collected alongside the primary research initiatives;the two
7 methods of data collection will conclude simultaneously at 9-12 weeks,
Secondary research involves collection of data that already exists.In order to provide
a robust vision of our stakeholders and chart a successful path forward,Arsenal will
examine secondary research that,when supplemented with psychographic data from
primary research,will produce a dynamic view of the role tourism plays in Round Rock,
1. This research will serve us well for the next year,and beyond,in our evolving view of
stakeholders and their relationships with the CVB.It will help us recognize opportunities
` for joint-marketing efforts among different entities,as well as assist in highlighting
strategic target points for Round Rock leisure and meeting tourism.
F
' To collect this data,Arsenal will dive into online resources and request publicly available
financials and economic statistics from the City of Round Rock,as well as travel
statistics from the State of Texas.We will do competitor research on other CVBs and
4 their respective general tourism campaigns,analyzing market trends and best practices
for leisure and tourism marketing,and review case studies of pertinent challenges.
We will scour social media profiles and mentions for the latest news from stakeholder
businesses;we will also consider hiring a private research firm depending upon budget.
This thorough data collection will ultimately lead to a more strategic brand position.
4
h E. What is the proposed communication plan: how often will Arsenal staff meet
i
with torr staff and provide updates?
i
`{ Arsenal proposes a once-per-week scheduled check-in where we will discuss our
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timeline,KPI's and progress toward meeting yearly deliverables.In addition to this
check-in,we are available daily by phone for any urgent needs/questions that may arise.
€ Furthermore,we often find ourselves in downtown Round Rock for business,so you
i'
won't be surprised if we pop in to say'hil'
4'
F. Deliverable: Marketing Report summarizing stakeholder interviews,secondary
' research and brand positioning - Proposed Date of Completion.
To be determined,once official timeline is in place.
G. Deliverable: Presentation of marketing research results g Its #o City Executives
and Council. Date(s) and time(s) to be agreed upon by Arsenal and City.
G
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I To be determined,once official timeline is in place.
Exhibit "B"
CITY OF ROUND ROCK/ROUND ROCK CVB REVISED SCOPE OF WORK AND PRICE SCHEDULE 5
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2, Print and online Marketing for the Sports Capital of Texas
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r Round Rock is growing beyond sports,and that growth means their print and digital presence
must expand to new audiences with fresh tactics.Our creative executions in both media will
highlight the energy and excitement of Round Rock while paying homage to the Sports Capital of
Texas foundation built over the last several years.
r,
Print materials may include,but are not limited to:
E + Best of Round Rock Brochure
c -Compile and highlight all the best places in Round Rock
• Visitor Guide Refresh
r -Evolve Visitor Guide to include meeting spaces and general market offerings
• Print Campaign
-A pre-launch campaign promoting the new offerings
F
• Utility Flyers
-Affordable way to keep the community involved and up-to-date
is
Online Marketing materials may include,but are not limited to:
I' Web Banners
-Complementary banners with print campaign on publication sites and retargeted
web campaigns
f' E-Newsletter
Capture emails from website and send out email newsletters to stay top-of-mind for
meeting planners and visitors
• Short Videos
- To be used for pre-roll ads, social media,cinema video, etc.
• Device ID
Geo-target around competitors and event shows
5 .
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CITY OF ROUND ROCK I ROUND ROCK CV8 REVISED SCOPE OF WORK AND PRiCE SCHEDULE B
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Our media buy will target meeting planners and general market leisure travelers to be determined
during the exploration phase.As we have in the past,we will continue to negotiate for the very
' best ad placements with all of our trade media
r:
3. Social Media and Website Optimization
F
As Round Rock moves to general tourism,an increased portion of the target market will get their
information online and from social media.To give Round Rock every competitive advantage,social
media and rather digital media will remain a priority of the marketing mix and we will keep it fresh
i. and engaging.
i'
Social Media
Moving beyond sports events and tournaments,the content for the Sports Capital social channels
will expand to entice meeting planners and general tourism efforts.The targeting strategies will
1
also expand to hyper target additional audiences(meeting planners,families,etc).
t
The elements of this scope of work related to social media may include,but are not limited to:
• Specialized content
-including recurring post series,emphasizing community stories,marketing
campaign continuations onto all social channels,and user-generated content.
• Daily content
i -including holiday, seasonal,and general postings,capitalize on hashtags and
trending moments, and community interaction plus engagement
• Targeting
including adding and expanding in order to grow our audience to more
specialized interests.
' Social promotions
and contests which will provide innovative consumer engagement opportunities.
i;
j' Website
Evolve the SportsCapitalofTexas.com website with fresh,engaging content(including
photography,videos,narrative,and more),and evolve from solely sports-oriented messaging to
communication for the new target audiences.
I
Deliverables for the website portion of this scope may include,but are not limited to:
p p Y
• Shifting the focus to include general tourism and meeting planners
• Capturing emails for e-newsletter
• Integrating various tools for general tourism,such as Expedia and/or hotel integrations
Videos
As discussed in our previous proposal,video is the king of online content and shows no signs
of slowing.For both the website and social media,our scope includes concepting and creating
new digital content to highlight Round Rock's new expanded offerings.
I€ i
i The scope also includes staying on top of trends and social media changes—Facebook,
j Instagram and Twitter constantly update their algorithms for promoting content,and we are
diligent in staying in-tune with those platforms.Social videos will give Round Rock every
f< ' advantage possible when promoting their venues and general offerings.
Videos and video production will be dependent on budget allocation.
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Exhibit I1 B11
ti CITY OF ROUND MOCK/ROUND ROCK CVB REVISED SCOPE OF WORK AND PRICE SCHEDULE
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4, Major Update to the Round Rock Visitors Guide
The Visitors Guide is one of the most highly used marketing tools for tourism and is one of the
most popular in the state.It's time for a general refresh of the guide to include a new emphasis
on meeting and convention spaces,as well as new language for the general tourism market.
The update will include both a print and online version.
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5. Public Relations to Promote New Meeting Spaces
E:
S
With the onboarding of Kalahari Resorts and Conventions,public relations efforts around this
new space will be a component in marketing the city to meeting and convention planners.
Arsenal/Round Rock CVB will work in conjunction with Kalahari to make sure the efforts
are complementary.
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2018 - 2023 Hourly Rate Schedule
The below is our 2018- 2019 Hourly Rate Schedule. In our work with CVB's,we know that city's
operate on smaller budgets,so we are offering our non-profit rate of$150 to the City of Round
Rock Sports Management and Tourism.
Account Service—Senior Account Service $150
Account Service—Account Service $150
Account Service—Administrative $150
Account Service—Media Planning $150
Account Service—Media Buying* $150
Account Service—Strategy $150
Creative Service—Creative Direction $150
Creative Service—Content Strategy/Copywriting $150
Creative Service—Senior Art Direction $150
Creative Service—Art Direction/Design $150
Social Media Service-Strategy $150
Social Media Service- Development and Management $150
*For this particular scope,we will waive our standard agency commission of 15%of the gross
paid media budget.
*Due to increasing costs of doing business,Arsenal anticipates a modest increase of 2%per year
in 2020-2023.
Exhibit "B"
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CITY OF ROUND ROCK/ ROUND ROCK CONVENTION
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C & VISITORS BUREAU MARKETING & ADVERTISING
CONSULTING SERVICES
` Arsenal Advertising
1201 W.6th St.Suite C Austin,TX 78703
512.320.9090 www,MightyArsenal.com
Contact:Anne Marie Scharrer
annemarie@MightyArsenal.com
RFQ No. 17-024
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Exhibit "B"
TABLE OF CONTENTS
Executive Summary (1.1)
Page 1
Organization, Negotiator, References (1.1 A, B, C)
Page 2
f Challenges, Opportunities, Perceptions {1.2}
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3 - 4
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Agency Distinctions {1.3}
Pages 5 - 6
One-Year Marketing Plan (1.4)
Pages 7 - S
Quality Balanced with Efficiency (1.5)
Page 9
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Biographies (1.6)
Pages 10 - 11
Case Studies - Current Destination/Regional
Branding (1.7) Pages
12 - 28
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Exhibit B
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4 Case Studies Previous Sports Destination Branding
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Attachments
Page 53
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INTRODUCTION
r 'hank you for the opportunity to propose our services, We would he honored to work
with the Round Rock Convention& Visitors Bureau(RRCVB). Our response to the
RFQ includes an executive summary, answers to the requested questions, our team,
samples of our work, references and attachments.
1.1 EXECUTIVE SUMMARY,.
3
The City of Round Rock has always been dynamic and innovative;it's this progressive spirit that has
pushed their reputation beyond"that city where Deli Is."A forward-looking city council noticed
great potential in their optimal Central location,and a star was born.
f
1
Early marketing naturally revolved around sports,as Old Settlers Park was one of the largest
amateur sports facilities in Texas(and one of the largest in America).Money was invested In
other sporting ventures to bolster this image of a recreationally-orlented community.The
i "Sports Capital of Texas"was beginning to take off.
1
Over time,Round Rock has exploded in growth to become one of the fastest-growing cities In the
' United States.More and more companies want to open locations here.The sports facilities are larger
and more modern than ever.The shopping,dining,recreation,outdoors and leisure destinations are
aplenty.And most recently,Kalahari Resorts announced pians to open a$350M resort facility
complete with overnight accommodations,an indoor/outdoor waterpark,meeting spaces and
s business convention capabilities:
Faced with such growth and offerings beyond sports,the city finds Itself at a crossroads:
How does our marketing of the"Sports Capital of Texas"merge to tell a larger story of Round
Rock as a premier destination for meetings,conventions and family-friendly general tourism?
This is an exciting time for the Round Rock Convention&Visitors Bureau(RRCVB).The city is
poised for continued growth and diversification like they have not seen before.There are a
number of considerations,opportunities and challenges that must be balanced in order to reap
the rewards of prosperity.
Arsenal is prepared to guide RRCVB toward comprehensive general tourism success,
We have the team members and collaborative work processes to produce winning results,
3
We have expertise in the destination marketing category,winning awards for Round Rock,Bastrop
fCounty and recognition for other local tourism work around the state.We have experience working
with numerous Texas cities and hoteliers.And we have the past experience with RRCVB necessary to
create a future game pian that truly works.
Here's to Round Rock.Here's to a new phase of growth and prosperity from expanded tourism.
( Here's to the Sports Capital of Texas.
A. BUSINESS ORGANIZATION
Arsenal Advertising,LLC
€ 1201 W. 6th St Suite C
Austin, TX 78703 B.
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NEGOTIATOR
Exhibit r�B"
CITY Of ROUND ROCK f ROUND ROCK CVD ftEO.UEST rOA CIUAUr1CAT1ONS
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s Anne Marie Scharrer
s; 1201 W.6th St Suite C
a Austin,TX 78703 512-320-9090
annemarie@mightyarsenal.com
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C. CORPORATE REFERENCES (SEE ATTACHMENT A AT END OF PROPOSAL)
Description of Services: Brand Strategy,Identity Design(logo,tagline,colors,fonts,etc.),
Market Research, Media Planning and Buying, Social Media, Print and Digital Assets, Print and
Digital Advertising,SEO/SEM, Website Design, Copywriting, Photography, Videography Name
of Contact: Adena Lewis
Title of Contact: Bastrop County Director of Tourism and Economic Development
3 Company Name: Bastrop County Tourism
E-Mail Address: adena.lewis@co.bastrop.tx.us
Telephone Number:512-581-4011
Fax Number: 512-581-7178
a
Description of Services: Brand Strategy,Identity Design(logo,tagline,colors,fonts,etc.),
If Market Research,Print and Digital Assets,Print and Digital Advertising,Copywriting,Signage,
E Videography,Out-of-Home Advertising
Name of Contact: Ryan Roach
1 Title of Contact: President
Company Name: Mineral Wells Area Chamber of Commerce&Visitors Bureau
' E-Mail Address: ryan@mineralwellstx.com
Telephone Number:940-325-2557
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Fax Number: 940-328-0850
Description of Services: Brand Strategy,Identity Design(logo,tagline,colors,fonts,etc.),
t Market Research,Media Planning and Buying, Radio Advertising,Print and Digital Assets,Print
and Digital Advertising,SEO/SEM,Social Media,Copywriting,Photography
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Name of Contact: Veronica Brown
Title of Contact:Associate Director of Communications
Company Name: lone Star Circle of Care
E-Mail Address: vbrown@iscctx.org
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Telephone Number:512-686-0207 ext.10120
Fax Number: 512-869-8502
1.2 CHALLENGES
1
As Round Rock joins the big leagues,competing not just for sports tourism but business,convention
and general leisure tourism,it is more important than ever to move with cunning strategy.Why?
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Competition is fierce.�NU11h
m ("are currently outspending Round Rock in the
development of new acili .Other cities have opened$10M+sports
(f CITY OF ROUND ROCK/ROUND ROCK CV6 REQUEST FOR QUALIFICATIONS 2
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accommodations.A few
similar-sized cities have even started to make imitator claims(Frisco as"Sports City U.S.A.,
Waco attempting the"Sports Capital of Texas"claim).
- Specialization is key.It is important for Round Rock to own the"Sports Capital of Texas"while
r also promoting offers of business/convention/leisure tourism.We need to maintain the brand
promise as a champion In sports tourism.We need to say it loud,say it proud,and then follow
it up with"and look what else we have for you"messaging.
Our star needs to shine bright.Merging into sports/business/convention/leisure tourism,
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Round Rock will have to distinguish Itself from the bigger,more established cultural draw
of Austin.We will have to emphasize our unique offerings so that we are not simply viewed as a
"bedroom community"to Austin.
- Expanding into general market tourism will increase the number of competitor cities with
similar offerings.
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We believe that Round Rock has all the right pieces in place.The lineup Is deep-going beyond world-
class sports facilities,there are several'only in Round Rock'destinations that are economic drivers
f attracting visitors from all over the state.And Round Rock continues to grow.The playing field is
perfectly set to step up to the plate and knock general tourism out of the park.We are ready to
smash the imitator attempts of other cities by boldly staking our claim to"Sports Capital of Texas,"
s and then deliver an array of other reasons for visitors to come to Round Rock.Faced with a lineup of
tourism heavy-hitters,it will be difficult if not impossible for other cities to compete on the same
f
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scale. OPPORTUNITIES
Round Rock has a history of bold moves that have reaped rewards.Starting with the development of
Old Settlers Park,the Dell Diamond and Round Rock Express,and more recently the additions of the
Round Rock Sports Center and Round Rock Multipurpose Complex,the City has put money into the
sports segment and reaped economic rewards:IKEA named Round Rock their new home;the Round
l Rock Premium Outlets followed suit;Hass Pro Shops joined the huddle;and more and more
businesses started calling Round Rock"home,"leading to more economic growth from jobs,retail
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revenue,visitors(and possible future residents),better infrastructure,real estate agents,site
locators,and so on.Most recently,$350M Kalahari Resorts chose Round Rock over competing cities
to be the site of their new project.This promises to be a game-changer for the city's economy,
€ tourism,the diversification of visiting clientele,and the image of Round Rock as a major city with a
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draw all on its dwn.
This is the perfect.time to stand up and shout what Round Rock has to offer:waterpark adventures,
fantastic shopping,a charming downtown,IKEA,outdoor adventures in Brushy Creek and Old Settlers
Park,a close proximity to Austin,delicious restaurants,world-class sporting facilities,meeting and
convention spaces,and new infrastructure that provides a full familytourism experience for everyone
from the kids to grandma.
I
PERCEPTIONS
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On paper,Round Rock is a success story that has earned its right to an international reputation.
Round Rock is a strong competitor and one of the fastest-growing cities in the United States.
Thanks to an innovative and forward-thinking city government,Round Rock is a safe community
(one of the safest in the U.S.)that serves as an ideal destination;visitors can shop,eat,and play,
while residents can do the same and raise happy,healthy famines.As the brand merges sports,
business,convention and leisure tourism,our job In the coming year will be to make sure our
success story on paper is the same story that is happening in residents'and visitors'minds.We will
show them that Round Rock is a viable contender standing on its own two legs as a formidable foe
in destination tourism.
Current perceptions of RounMl11
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Round Rock is a
"Bedroom Community"to Austin.Many people still view Round Rock as a commuter city for
families who work in Austin.
- Positive national rankings:Round Rock is one of the safest cities in the U.S.,one of the best
r places to raise a family.
Round Rock Is a leader In sports tourism and used as an international case study.Tournament
directors and planners have positive perceptions.However,the public does not know what is
available within the facillitles,largely because they are not all open for public play.
There is not a lot of top-of-mind awareness among locals that Round Rock is the
"Sports Capital of Texas."This lack of awareness can quickly change by following a set of
recommendations and calling out our claim with consistency.Consistency and ubiquity will be
key components of our strategic plan for Round Rock.
Visitors view Round Rock's central location and convenience to major Texas metropolitan
areas a plus.909 of the state's population lives within a 2.5 hour drive.
1.3 OUR AGENCY
r Arsenal has previously served as the agency of record for the Round Rock Convention and Visitors
Bureau(the Sports Capital of Texas),and our work includes branding,advertising,public relations and
digital media.Because of our strategic approach and creative focus,our marketing for Round Rock
has been recognized for numerous travel and tourism awards.These include Best Sports Ad
Campaign by the Texas Association of Convention and Visitors Bureaus and back-to-back Campaign of
the Year Awards(2014 and 2015)by the National Association of Sports Commissions.
Our quality work product comes from a leadership team that is seasoned and savvy.After more than
a combined 30 years of working for traditional ad agencies,our two co-founders have learned this:
People today are numb from too many products,too many ads,too many press releases and too
fmany marketers competing for their time,attention and hard-earned money.That's why our goal is
to develop meaningful,values-based brand messages and deliver them on the audience's terms.
Whether that means traditional advertising,special events,online,direct marketing,or even
reimagining the way the brand experience is delivered—everything we do is designed with the target
audience in mind.Our core competencies include:
- Branding
- Market Research and Strategy
- Advertising
- Media Planning and Buying
I - Print Marketing
- interactive Marketing
- Multimedia Production
- Digital Marketing
- Social Media Marketing
- Web Design
- SEO and SEM Strategies and Implementation
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- Account Servicing and Management
I
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1 Forel(4)Reasons Arsenal Is A Cut Above The Rest
4.We Know Round Rock
- Arsenal is uniquely q y qualified to understand Round Rock because we have been creating Sports
Tourism and Marketing Campaigns for the City for many years.We are intimately connected to
the city,its clientele and its offerings.We have a thorough understanding of where we've
come from and where we are now;from here,we can best determine where to go and how to
get there.We would I � Itt"13 1uMll not be treating this future tourism as
CITY OF ROUND ROCK J ROUND ROCK CVB REQUEST FOR QUAUfiCATIf3{yS 4
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BRAND FOR GOOD.
"business as usual."
Rather,we see it as an exciting launch point that represents everything we have been working
toward with Round Rock.It Is a chance to reinforce our claim as the
Sports Capital of Texas and to launch Into a new arena of tourism marketing that will
take an exciting turn away from just sports.We will make our general tourism
attractions into all-stars and remind people why Round Rock is such a viable
community full of promise.
r
3.We Know Destination Marketing
-We're no rookies when it comes to destination and hospitality marketing.As a marketing
partner to the tourism/lodging industry,we have a proven track record with many
clients throughout the state including Bastrop County,Lubbock Texas,Taylor Texas and
the LBJ Library.and Museum.Our work for Bastrop County Tourism has received
accolades and recognition from hoteliers,city officials,citizens and visitors alike.
Because of our fresh approach, Bastrop County selected Arsenal in 2013 as their agency
of record in a partnership that continues today including branding,advertising,social
media and digital media.
2.We're Nimble and Mighty
s
Do you love bureaucracy and layers of red tape in an agency?Do you love sending a
message and waiting as it slowly trickles down the chain of command,crosses over to
another department,receives an answer and gradually rises back up to the top brass?
l No?Neither do we.With all of Arsenal's client relationships,there are zero boundaries
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between us and our partners;clients are in direct contact with our most senior
employees at all times.Brainstorming sessions are aplenty,red tape is scarce,
} and decisions will be quickly implemented.Our status as an independent agency
working out of one office allows us to move quickly and decisively for our clients.
We may be small,but the work we produce is mighty.
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1.We're All Family Here
-And we care about you.90%of our clients are based in the Austin area,and we've
maintained more than half of our clients for over five years.Part of the culture of our
! agency is treating every one of our clients like they are family. Established by a brother and
sister team,we take care of our clients like we take care of each other.We've been known
to go(literally)the extra mile for our partners and go above and beyond our scope of work
for clients and projects that we truly believe in.in addition to branding and standing for
good,we also choose to work with good people because a partnership with Arsenal is more
than just a business affair;it's a family affair.
1.4 OUR ONE-YEAR PLAN
i Arsenal is no stranger to Round Rock or the RRCVB.Even though we have collaborated together to
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produce exceptional work in the past,we will treat this new phase like a brand new client.So please
} allow us to re-Introduce our philosophy to working with a client and our approach to producing
winning results.
;
Our process is first and foremost guided-by collaboration between Arsenal and our client to jointly
develop marketing,communications and advertising strategies.We collaborate with our clients as
much as possible in order to create campaigns that best meet their business objectives.In the
beginning phases of a new project,we will coordinate a brainstorming session that allows us to
create a strategy together.During this session,we can help guide a client's idea down a path that is
strategically and creatively sound,or actively guide the conversation with ideas of our own,so that
the end result is alwaysI. one that both parties are happy with,We encourage informal caps from
clients to provide ideas or to check in on projects at any time.This focus on partnership is key to
fostering a healthy agency-crEtfiffbit 11 B 11
CITY OF ROUND ROCK/ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS 5
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'7hat sounds wonderful!But
1 isn't it your job to come up with the idea?"
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While we emphasize collaboration,we are always ready to take the reins and guide a project to
( completion on our own.We have proven internal processes in place to ensure success;when Arsenal
sets out to solve a problem,we employ a 5-step procedure called DNARB to help us uncover the best
! solutions.DNARB Is knowing the BRAND backwards and forward,and the following outlines the
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a - Discovery-The first step involves exploration.We fully immerse ourselves in any new client-
traveling to its place of business,consuming its product or service,talking to patrons,talking to
f people who work there-getting a robust depiction of who our client is and what space it
occupies in people's minds and hearts.We supplement this first-person research with second-
1.
j hand information:news reports,articles,social media mentions,anything we can scour off the
Internet,and any data or information provided directly by the client.We thoroughly educate
I; ourselves on the demographic and psychographic data relevant to our target market(s)for
create this if necessary).This stage also involves deepdiving into past and present competitor
research,Discovery is arguably the most important stage of DNARB;a house can only be as
strong as its foundation.
Narrow-The next step is fine-tuning and boiling everything down to its simplest and most
digestible form.This is when you define the brand for exactly what it is.Honest,short,and
straight to the point.
Assessment-The third step is putting everything out on the table.We look at every aspect
closely to see what works and what doesn't.It's here that we present the solutions that will hit
our target market.
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Reach-Here,we take our finalized creative solutions and plan for their send off to the most
relevant marketing channels.We decide on where our creative will most effectively
hit our target market.
j - Blast Off-All Systems Gol We hit the launch button and send our creative executions out into
the world.Based on the campaign results,we make adjustments to ensure that our message is
hitting the right people at the right time.
"Whoa.How did you come up with a system like DNARB?"
DNARB Is a system that is guided by many time-honored tenets of marketing.By utilizing DNARB,we
are leveraging many of the golden principles in marketing and advertising that'include:
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- Developing a Brand Position based on the 4 P's:Product,Price, Place,Promotion
- Conducting SWOT Analysis(Strengths,Weaknesses,Opportunities,Threats)In order to further
' develop a picture of the marketing landscape we Inhabit
- Producing a Creative Brief that will isolate a key USP(Unique Selling Proposition)to guide any
new campaign:
- What are we marketing?
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- Who are we marketing to?
- What do they currently think?
- What do we want them to think?
What is the SMIT(Single Most Important Thing)we can tell them?
Why should they believe it?
What are the mandatories that must be included?
Facilitating the 4 stagas.pf crpavity;Prepf ljoo
Incubation,Illumination,Verification-And
morel L� Xlllbit
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4
1.5 QUALITY
BALANCED WITH EFFICIENCY
i A successful team is one that effectively balances project needs with quality,budget and timeliness.
Maintaining consistency from project to project is a valuable skill.
At Arsenal,we have several key attributes in place that will ensure our efficiency:
- Our past experience in destination marketing will be a great advantage moving forward.We
have spent several years learning the Industry and its major considerations,challenges and
economic drivers.There will be no sense of`learning to swim'here.
i - Our size as a small and energized office,combined with our collaborative and familial nature,
j adds to our efficiency in communicating and finding solutions quickly.
- And finally,our past experience working with Round Rock will be a major asset in the future as
we have a vast library of knowledge to pull from.We have studied all components that
comprise the city's industry;over the years,we have helped bring success to the City that has
resulted in tens of millions of dollars In economic activity.
We are proud to have contributed to a better quality of life for the people of Round Rock,and we
look forward to rocketing the City forward into the next echelon of growth as a premier travel
destination.
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CITY OF ROUND ROCK/ROUND ROCK GVB REQUEST FOR QUALIFICATIONS 7
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1.6 BIOGRAPHIES
Our most senior partners will work directly on this project.Anne Marie Scharrer will supervise the
project.Anne Marie Scharrer and Jonathan Smith will be involved in all facets of research and
recommendations.Jonathan Smith leads our creative team and will oversee creative deliverables and
recommendations.
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Anne Marie Scharrer, Director of Client Services and Media Planning
j Anne Marie will be the project manager and client liason for all assignments for the RRCVB.She
brings more than 22 years of marketing,advertising and media experience to Arsenal,helping
I organizations connect with their stakeholders through their missions and messaging.Anne Marie has
j worked as a Senior Account Manager with KAMX-Austin,KHPT-Houston,and Texas Monthly
magazine handling top-tier accounts and achieving million-dollar billing statuses.Her client roster
previously included Simon Malls,McDonald's,T-Mobile,AT&T,H-E-B,and Brinker International.
At Arsenal,Anne Marie works day-to-day with clients like the Central Texas Regional Mobility
f Authority(CTRMA),Round Rock Convention and Visitors Bureau,Bastrop County and Lone Star
' Circle of Care.
Anne Marie's past experience in media buying and sales have given her a rich understanding of
' the media landscape,leading to the creation of entirely new vehicles for clients that break
through the clutter and deliver results.Anne Marie's network of clients and media reps across
Texas Is a testament to her ability to successfully manage relationships and accounts.These
lasting relationships are the result of years of constantly building and maintaining close
connections with clients.Her efforts have Increased sales and awareness for clients in
{ Industriessuch as retail,healthcare,real estate,automotive,food,hotel,and travel.Anne Marie
graduated from the University of Texas at Austin with a B.S.In advertising.She volunteers for
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Mobile Loaves and Fishes In Austin,Texas.
Jonathan Smith, Creative Director
Jonathan Smith is an award-winning designer and creative director with more than 18 years of
j strategic branding experience,After earning a B.S.in Advertising from the University of Texas at
Austin,he honed his conceptual and design skills at Kirschenbaum Bond&Partners in New York,
Levenson&Hili in Dallas,and McGarrah Jessee in Austin.
Jonathan is known for original thinking,sharp strategy and targeted visual communications that
deliver clear results for clients,such as Super Target,frost Bank Taco Cabana Restaurants Siemens
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( Technologies and 7-Eleven.His shelf is filled with industry acclaim from Communications Arts,
National Addys and Obie Awards.
Today,he inspires and manages the arsenal of talent that delivers results for our clients.Highly
motivated and passionate,his strength lies in his ability to balance traditional creative ideas with
his knowledge of interactive media and consumer behavior online.
1
I April Barthold, Account Coordinator
April brings extensive experience In social media marketing,editing and writing,market research and
client services.Her writing experience includes messaging platforms,technical analyses,market
reports,website and product copy,and both culture-and industry-based blog posts.While at
Arsenal,she has worked with clients like Caritas of Austin and the Mineral Wells Convention and
Visitors Bureau on their brand audits,research,messaging strategy,copywriting and more.She brings
a highly-motivated and fresh approach to her work at Arsenal.April earned her B.S.in Advertising
from The University of Texass 111 bl* 11 tr
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CITY OF ROUND ROCK/ROUND ROCK CVI3 REQUEST FOR QUALIFICATIONS 8
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Stephen Bache,
Copywriter
Stephen is an award-winning writer with 10 years of experience working on both the East and
West Coasts.He began his career earning a Bachelor of Science in Advertising from the University
of Texas,then working in agencies that ranged from small creative boutiques to 1,000 employee
international behemoths.Stephen's work has been awarded by a number of organizations
including the CLIOs and National ADDYs.He brings a broad range of experience that includes
digital and traditional writing on clients including Hyundai,Nokia,Sonic Drive-in,and Wild Turkey.
Oscar Davila, Digital Specialist
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With over 5 years of digital management experience,Oscar's background is in developing the social
media presence,content marketing efforts,website optimization,and marketing awareness for
startups,real estate,medical,tech,online training product companies and non-profits.His role at
Arsenal is develop content strategies for optimizing paid search campaigns,find areas of growth,and
improve the customer digital experience,He has served on the board of Social Media
1 Club Austin as a member and president.He is a graduate of Texas State University receiving his B.A.
` in Political Science and Spanish.In his free time,Oscar serves as a Big Brother with Big Brothers Big
Sisters organization.
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Aaron Warner, Web Developer
IAaron is a formally trained graphic designer and a self-taught front-end developer.With over 8
years of experience working with small to medium sized agencies,Aaron has built a diverse
portfolio consisting of print collateral,web and mobile site design,logos,and promotional retail
design for nationally recognized brands.
Aaron focuses his interests on developing intuitive and engaging user experiences across multiple
platforms using the latest web technologies.He is a graduate of East Tennessee State University with
a Bachelor of Science degree in Digital Media,and a minor concentration in Visualization.When away
from his computer,Aaron seeks inspiration by getting lost with his camera in worldclass cities as well
as exploring natural landscapes.
Lucy Gajardo, Designer
Lucy earned her B.A. in Graphic Design from St. Edward's University and brings four years of
experience to Arsenal. She has previously interned at Austin Monthly, Thinkery and Wholefoods
Market Global where she honed her skills and her keen eye for design.Lucy loves to freehand draw
her concepts if the opportunity arises,and she is known for her expert command of Adobe programs
like illustrator,After Effects, lnDesign and Photoshop. Amy Sansbury, Exclusive Public
Relations Freelance for Arsenal Advertising
Founded in September 2009 by Amy Stansbury,Stansbury Public Relations provides marketing
communications and media relations consulting services to small to medium-sized businesses,
3 nonprofit organizations and economic development corporations.Amy has experience working at
two high-tech PR firms,an advertising agency,two global technology corporations and a startup
news organization during the span of her 20-year career.She gained real-world newsroom
experience working as the editor of a local newspaper,Community Impact Newspaper,from 2007-
2009.Amy's greatest strengths are in messaging and media relations.She works with editors and
reporters on a daily basis and knows what they want in a news story,how they work,when their
deadlines are,and the best way to secure positive news coverage.
Amy was born in Austin,Texaleta's,
Rock,She earned a bachelor of science
degree in journalism from the University oftforth where she alsois ed college soccer.She
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1.7 CASE STUDIES (CURRENT DESTINATION MARKETING)
CASE STUDY: BASTROP COUNTY TOURISM
Under the leadership of the new Tourism Coordinator,Adena Lewis,Bastrop County crafted a new
mission,vision and strategic plan.A key part of the strategic plan called for branding the organization
to ensure that all cities within the county had representation and that the brand truly reflected the
county.Our assignment was to guide Bastrop County In the launch of the Bastrop County tourism
I The Count selected logo and to line was going to be used in the promotion and marketing
program. Y g g � g � g p g
of Bastrop County as a tourism destination.The tourism program is completely funded by the County
Hotel Occupancy Tax(HOT Tax)collected from guests staying In one of the 47 Bastrop County lodging
properties.We knew our work was going to be scrutinized by hoteliers and other city officials,as they
1
all have passionate views of the county and the cities in which they live.
i We conducted focus groups with the County-appointed Tourism Advisor Group(TAG)and members
i of the court,several interviews,email surveys and pored over all the existing cities'brand materials.
What we found was that we needed to create a brand and clear message that conveyed nature,
history,recreation,and the friendly people of Bastrop County.We developed a visual representation
for articulating the brand and created graphic standards for the organization.
F Our work also included designing a website,ad campaign,and a Visitor's Guide.We also assisted with
the rollout strategy for the new branding and established an engaging social media presence.
i
f RESULTS
• All target deadlines were met
e Logo and new tagline were widely adopted and embraced by community and hoteliers
• Hoteliers had a 33%increase the first year that the Bastrop County ad campaign was launched*
Increased Facebook following by 20%and spread awareness of Bastrop County attractions
online
f e Web traffic and time spent per visit on the new website greatly increased
I • Received accolades and recognition from local Advertising award shows
SERVICES PROVIDED
Branding,Print Advertising,Digital Media,Website,Paid Media Planning and Buying
., BASTRO P COUNTY BRAND'
Arsenal designed and branded Bastrop County.The logo is a direct
reference to the MKT railway line that splits Bastrop County,"Bastrop"Is
set In a signpainter brush script that features a lowercase t that is an
illustration of a pine tree,the lower case t in"County"has a river that
runs through representing the lakes and rivers that flow through the
county,The logo also features an outline of the shape of Texas,so that
t the geographical reference to Texas is made without having to say it in the logo.
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CITY Of ROUND ROCK J ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS 10
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BASTROP COUNTY TOURISM - PRINT ADS
The Bastrop tourism ads were 3/4 ads featured in Texas Monthly,Texas Co-op Power,and Texas Highways
Magazines.They all featured multiple activities,executed in a fun Creative way rather than a collage format that
I many tourism destinations use throughout their marketing.This concept won Campaign of the Year this year at
TACVB amongst all cities in Texas.
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BASTROP COUNTY TOURISM - WEBSITE -www.ExploreBastropCounty.com
The new website features large,bold,original photography and video that was taken in Bastrop County and
showcases all of the offerings that any tourist might need on their trip.The website was built on a CMS system that
is highly expandable and easily modifl ed.Responsive website system is ideal for all screens and an updated UI/UX
design allows for more effi cient navigation.
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Bastrop County was faced with a sluggish online social media presence and wanted to increase their engagement
with fans as well as create access to their drive market audiences in Houston,Dallas,Austin and San Antonio,
Regularly updated social media gave Bastrop County a means to inform their audience about current events and
i. attractions,Facebook engagements increased 20%year over year and ultimately led to a more vibrant,modern
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journey without leaving the comfort of their living room.
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(, This is a one-page data sheet that was created to catch the attention of the employees at the travel centers
t across the state and encourage them to highlight Bastrop County as a stop for any tourist.The one sheet
complements the current look and feel of the Bastrop County brand and the cover picture mirrors the website
homepage.
' CASE STUDY: TAYLOR, TEXAS TOURISM
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Taylor,Texas once claimed to be"The Zest of Texas."Due to the absence of citrus,spicy food or
anything particularly"zesty,"the city called upon us to reinvent their home with a brand that
reflected their many other( -sox st off rifte ,
were brought in to reposition the city in a
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CITY Of ROUND ROCK J ROUND ROCK CVS REQUEST FOR QUALIFICATIONS 15
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From award-winning
barbecue eateries and unique local shopping,to a slew of friendly locals waiting to meet your
acquaintance,the city was ready to welcome visitors with open arms.In fact,the city Is tailor-made for
a variety of activities and travelers,a trait that inspired the creation of their new tagline.In addition,a
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large part of our strategy was to bring together all entities of the city under one brand,so worming
closely with the City of Taylor,the Chamber of Commerce,the Independent School District and the
I Economic Development Corporation was vital to the process. RESULTS
Established all social media accounts and grew a community to over 3,000 that continues to
grow daily
F • Increased unique web visitors by 359 and drastically increased the time visited per page
* Town has embraced the slogan of Taylor Made Texas.Even the local beer company has adopted
the mantra.SERVICES PROVIDED
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Media Planning and Buying,Web Design,Photography,Copywriting
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We created a unified brand identity system for the City of Taylor
and its other entities.We built custom typography along with a bold
( green color representative of Taylors students and educational
tri system.The logo features swishes that are reminiscent of a lasso.
-- This is a subtle nod to Taylor's rich historic rodeo and farming past.
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Part
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city entities.We created a custom logo for each Individual property that gives them one voice and a consistent
brand message across the city.
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The Taylor,Texas tourism ads were full-page ads featured in Texas Monthly.They all highlighted one of the
most attractive reasons to visit Taylor Texas — mouthwatering barbecue. Taylor has three of the top
barbecue restaurants in the state and each'has a much-deserved spot on the Barbecue Trail of Texas,
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The responsive website for the City of Taylor has made a signifi cant Impact on getting more visitors to the
town.We recently updated the design and continue to keep it fresh with custom photography,an up-todate
calendar of events,and more.
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The Taylor,Texas Visitors Guide is an especially important tool for the city due to the absence of a proper
destination marketing organization to educate visitors on Taylor attractions.The Taylor,Texas Visitors Guide
features all original photography from world-renowned photographer Brent Humphreys.The content centers
1 around the fun attractions in Taylor,Texas and the welcoming residents that can make any visitor feel at home.
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The city Is constantly buzzing with new events and reasons to visit.We have created a variety of assets to
showcase various events,programs or offerings such as the Main Street Car Show,Media formats most often
used include fl vers,posters and social media support.
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TAYLOR,TEXAS TOURISM-SOCIAL MEDIA 1:.•;:
Can top of building an engaged and informed online community,we created and released a series of social
media videos that highlight the town's offerings.From"Taylor Made Barbecue"to a town that is Taylor Made
for the best education,the purpose of these videos was to not only attract tourists,but also Inform people of
the education and business opportunities in the town.They have.been wildly successful with over 200,000
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views on some videos.
CASE STUDY: MINERAL WELLS TOURISM
In the 1920s,Mineral Wells
iriM il0nal tourism.The city's claim to fame was
rooted in its abundance of lW �r ater'-water with high mineral content said to have
CITY OF ROUND ROCKY ROUND ROCK CO REQUEST FOR QUALIFICATIONS 22
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Baker Hotel,a looming 14-story skyscraper resort in the center of town,opened in 1929,bringing
with It A-list crowds from all walks of life searching for the mineral-abundant healing water.The town
felt like the center of the universe.In 1972,The Baker Hotel closed its doors and other industries that
kept the town afloat began to disappear as well. Mineral Wells suddenly felt abandoned,the
deteriorating Baker Hotel still standing at the town's center as a reminder of its past life.Arsenal was
approached to re-brand the town and remind tourists of its other great offerings,moving away from
their"Home of the Crazy"claim to encompass the history and charm of this small town.
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+ The challenge for Mineral Wells was two-fold;first,they had to break away from the"Crazy Water"
association In favor of a newer brand.Arsenal chose to Implement a new tagline,"Texas Runs Deep,"
i to give a nod to the deep water wells and also the rich Texas history that flows through the town.
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Then came the second challenge;Mineral Wells needed to differentiate themselves from other small
towns with rich history claims In Texas.With water sports,a deeply rooted history,and a plethora of
outdoor adventures,Mineral Wells is a triple threat for audiences looking for a winning small-town
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Texas trip.Our strategy was to move completely away from'the"Crazy,"instead focusing on the
historic roots of the town amid modern day attractions(with an eye toward a thriving future).
RESULTS
• Campaign is currently being created
• Overwhelmingly positive reaction to new branding from city council and local press
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SERVICES PROVIDED
Refreshed logo,Tagline,Messaging Platform,Print and Digital Ads,Print and Digital Assets,
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MINERAL WELLS BRAND
Arsenal recently designed and rebranded the City of Mineral Wells,
Texas,The logo pays homage to the largest landmark In the area:
the historic`Baker Hotel."The"M"and the"W"are the foundation
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and cornerstones of this brand.The logo reflects the heritage of a
town built on water with bold blue colors.Also,the fluidity of the
mark helps to remind visitors and locals what the town is so
S historically famous for and built on and around.
M i N ERAL WELL
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The Baker Hotel can be seen from miles away in any direction and was once a thriving resort hotel.Today the
dilapidated Baker is a reminder of what the city once was.We are currently in the process of building and
producing a self-guided walking tour that uses outdoor signage to take visitors on a trip down memory lane.The
end product will turn this eyesore into an iti n
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Print ad ran in Texas Monthly to promote the outdoor attractions found within the City.We are currently working
on a campaign for 2018 that will showcase the outdoor adventures,deeply rooted history and Southern
fhospitality that can be found in Mineral Wells.
1.8 CASE STUDIES (PREVIOUS SPORTS DESTINATION BRANDING)
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CASE STUDY: RRCVB SPORTS CAPITAL OF TEXAS CAMPAIGN 2012-2013
The City of Round Rock washe erg otbuii� ting-awaited$12 million indoor sports center
I that was completed in Decerr r tal ann e RRCV6 team created an awareness campaign
CITY Of ROUND RUCK(ROUND ROCK CVB REQUEST FOR QUALIFICAT{ONS 26
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to announce the coming of
i their new sports center.Arsenal was tasked with creating two campaigns:one for the announcement
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that a new big box indoor sports facility was going to be built in Round Rock,and a second campaign,
( launching towards the end of the year,that would highlight the progress of the facility.The campaigns
targeted sports event planners and sports decision-makers nationally who have the ability to bring
indoor sports tournaments to Round Rock.This was an entirely new target market for Round Rock.
t The advertising campaigns consisted of eight print ads.The beginning campaign consisted of a double-
paged introduction/teaser ad,and three follow-up gatefold ads that encouraged readers to interact
with the ads by folding open the page to reveal a featured indoor sport.The follow-up campaign
featured Round Rock athletes as construction workers and won national recognition.Each ad used
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original photograpy to showcase new indoor sports that Round Rock will now be able to host with
their new state-of-theart facility.
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We also designed a complementary website,a groundbreaking laser-etched plaque,and web
t banners.The Sports Center brought new challenges for Round Rock,from the logistics of building the
facility to the actual branding of the sports center.Arsenal was tasked with the Round Rock Sports
Center identity and branding of the new indoor facility.
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The double-page and gatefold advertisements were displayed in issues of Sports Destination
Management,Sports Travel,and Sports Events,starting with the launch ad in the July Issue.We were
able to integrate the campaign with web banners and within the design of the new website.Those
factors helped to Increase brand awareness among 16,000 sports event planners.
With the implementation of the 2013 website,we increased our visitors and page views by improving
our interaction with our audience and target market.We also encouraged viewers to download the
visitor's guide(to cut down on printing and mailing costs).The purpose of the website was to clearly
communicate to the community,visitors,and event planners that we're a host city that loves sports.
Our goal was to make a clear,concise website that was highly Informative to our audience.
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There were several objectives for our online strategy:Give a new took to the website incorporating'
imagery used in our print campaign,make social media easier to locate,have an area for current
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events and news,be able to translate the entire website to Spanish with one click,easy to locate
I events section,easy to download visitor's guide,and a live feed video that shows the new indoor
sports center being constructed,The website redesign enhanced visitor's ability to get information
about where to play,shop,eat and stay in Round Rock by providing interactive guides,high Impact
visuals and an events calendar.
i RESULTS
f • Increased awareness of the new indoor sports center among sports event planners and sports
decision-makers nationally
+ Reinforced the Sports Capital of Texas brand
+ Reinforced the variety of Indoor sports that can now be hosted in Round Rock
• Increased indoor facility bookings
• Won Campaign of the Year Award for the ad campaign from the NASC
• Received RFP requests,phone and email inquiries before the facility opened
• Pre-Booked several events and tournaments starting in 2014 for the new sports center
Increased brand awareness amongst 18,000 sports event planners
• Largest ad presence In magazines with premium positioning
• Enhanced user-generated social media websites such as Flickr and YouTube for increased
Interaction with our audience
• Cut down printing and mailing costs significantly with the downloadable visitors guide,
• Increased Twitter and Facebook fans with growth remaining steady and continuous since the
website launch
+ 459 of our Twitter followe f�ialds dlthis has opened up new lines of
communication between t� i �he RouRock CVB
CITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 27
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ROUND ROCK CVB -
PRINT CAMPAIGN
These interactive ads revealed a surprise when the reader opened the page.The interaction made you open a
page as if you were opening a box,These ads were designed before the ground-breaking of the actual indoor
sports facility to Inform our target audience of what was to come in the near future.
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We designed the web banners to match the print campaign and website,so that the entire brand message would
be synergistic and tell one unifi ed branding story.
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CITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 29
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developed before.The folder completely unfolds and reveals a sports pennant.The folder was printed on thick
paper and was fully"flocked"to give it a L` Mfjf rMH,11ng.
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To kick off the groundbreaking ceremony for the Round Rock Sports Center,we developed a unique giveaway:a
bronze laser etched plaque of the official architectural rendering of the sports center.They turned out great and
were in high demand.
Exhibit "B"
CITY OF ROUNO ROCK I ROUND ROCK CVD REQUEST FOR QUALIFICATIONS 31
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How do you show a sports center when It hasn't been built yet?By using different indoor sports characters as
construction workers,we made a construction site relevant and beautiful to Round Rock's future.So instead of
making the unfi niched building and the rough-looking construction site the focal point of the ads,we focused
on the sports that will one day be showcased within the facility.These ads also won the Campaign of the Year
Award from the NASC. Exhibit "B"
CITY OF ROUND ROCK J ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS 32
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CASE STUDY: RRCVB
SPORTS CAPITAL OF TEXAS CAMPAIGN 2014
In our 2014 season,Arsenal and RRCVB created an awareness campaign to accomplish two key goals:
first,to encourage sports and events planners to bring indoor sports to Round Round to utilize their
new Indoor Sports Center;second,to reinforce Round Rock's brand as the Sports Capital of Texas for
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amateur,youth,and recreational sports.The campaign targeted national sports event planners and
sports decision-makers who have the ability to bring indoor sports tournaments to Round Rock.The
advertising campaign consisted of three double-paged full-color print ads.Each ad used custom
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photography mixed with handcrafted typography.These helped to showcase the new indoor sports
3 that Round Rock CVB will now be able to host with their new state-of-theart facility.
To make the advertising campaign more visually appealing,we used double-page spreads in all of the
! publications.The advertising campaign consisted of three print ads:all double-paged full color
magazine ads.In coordination with Austin-based photographer Scott Van Osdol,we shot custom
photography based on the"Play Inside"concept.The actual ads were shot In-studio and we created
the custom typography In post-production.
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The double-page ads were published in issues of Sports Destination Management,Sports Travel,and
Sports Events,with each publication having about 16,000 In circulation.From each publication we
were able to generate approximately 48,000 impressions per month from our placed ad buys as well
as online impressions from web banners associated with the publications.
1 With the addition of the new ads,we also updated the website to match the print campaign.We
used Parallax in the design for ease of navigation.The site was also made responsive to work across
j desktops,laptops,and mobile devices.We also integrated and injected new SEO and SEM into the
site,
The overall campaign was very cohesive and used the same concept and messaging throughout all of
the print&digital ads,social media,and website to reinforce and to educate sports and event
planners that Round Round has an ability to host a variety of indoor sports.This supported our brand
message by directly targeting our key market of national sports event-planners and sports decision-
makers who are the key decision makers to bring indoor sports tournaments to Round Rock,Texas.
Those factors helped to increase our brand recognition and helped to keep the Round Rock"Sports
Capital of Texas"moniker at the top of minds amongst our was campaign tar et market.Thisis
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directly responsible for several pre-booked events and helped create and build brand awareness for
the City of Round Rock.
We brought creativity to this new campaign by showing how type could be used in an interesting way
to emphasize the unique motions that are used during sports.We had the motion of the different
indoor sports characters of the campaign create the movement of the type.The campaign was
designed to accomplish 2 key goals:First,to encourage sports and event planners to bring indoor
sports to Round Round to utilize their new Indoor Sports Center.Second,to reinforce Round Rock's
brand as the"Sports Capital of Texas"for amateur,youth,and recreational sports.
RESULTS
* Increased brand awareness among 18,000 sports event planners,including many from the AAU
(Amateur Athletic Union),
* Increased national awareness of the new indoor sports center,while encouraging sports and
event planners to bring indoor sports to Round Rock.
Reinforced Round Rock's b jri �s tHIMaf Texas for amateur,youth,and
recreational sports..
CITY OF ROUND ROCK f ROUND ROCK CV8 REQUEST roR QUALIFICATIONS 33
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• Increased '
Round Rock's
overall credibility as the Sports Capital of Texas.
• Demonstrated that a variety of indoor sports could now be hosted in Round Rock.
• Integrated campaign into other mediums.
• increased ad presence In magazines and online.
• Continued to receive RFP requests,phone and email inquiries.
• Integration of the campaign through print,social media,web banners and website.
Largest ad presence in magazines with premium positioning.
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CITY OF ROUND ROCK f ROUND ROCK CVB REQUEST FOR QUAIIFiCATIONS 35
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ROUND ROCK CVB
DOUBLE PAGE ADS- PRINT CAMPAIGN
Round Rock's 2014 print campaign featured indoor sports in celebration of the new indoor sports facilty.We
used actual athletes in the sports to highlight our"Play Inside"theme.We featured custom photography made
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CITY OF ROUND ROCK J ROU14D ROCK CV6 REQUEST FOR QUALIFICAVONS 3
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With the addition of the new ads,we also updated the website to match the print campaign.We used parallax in
the design for ease of navigation.Full screen images,clean design,and revised navigation were included in this
update.The site was also made responsive to work across desktops,laptops,and mobile devices.We also
implemented SEO and SEM strategies to help improve the website's performance.
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CITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 37
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SOCIAL MEDIA ROUND RUCK
f This year,we have focused on strategically moving RRCVB's social media forward and continuing to build upon
the brand.We have also integrated our advertising'campalgns within our social media to increase frequency and
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ROUND ROCK
SPORTS CENTER - PHOTOGRAPHY
All new branding materials needed to be designed and built for the new Round Rock Sports Center,this all
starts with great photography.We hired one of the best architectural photographers in the world,Mark
Knight,to give us a beautiful view of the exterior and Interior of the new facility.
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The branding system that was designed for the Round Rock Sports Center was designed to be used and adapt to
any application.From printing the logo on a wall to a ball,the logo Is very versatile and can take a different form
depending on the application that it is beQ
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CITY OF ROUND ROCK i ROUND ROCK CVB REQUEST FOR QUALIFICATIONS
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With the addition of the new indoor sports facility,we launched a new website featuring the new architectural
photography.The site has a custom event calendar that can be easily updated.We also built a moving
scoreboard that highlights the most recent events,the scoreboard is also a nod to the RRCVB's site.The site
was also made responsive to work across desktops,laptops,and mobile devices.
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CITY OF ROUND ROCK/ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS 40
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CASE STUDY: RRCVB
SPORTS CAPITAL OF TEXAS CAMPAIGN 2817
In our 2017 season,the brand new Round Rock Multipurpose Complex opening was the talk of the
town in Round Rock.This high-profile world-class tournament facility needed an introduction
{ campaign to Inform residents and visitors of its capabilities.Arsenal partnered with the RRCVB to
release a teaser and grand opening campaign that was created to Integrate with a wide variety of
media.It existed in print,online as digital banners,and within promoted social media advertisements
to create the look and feel of a cohesive campaign.
Alongside the teaser and opening campaign,we collaborated with world-renowned photographer
Mark Knight to produce a beautiful brochure that highlighted all features of the Complex with
j custom photography.In addition,we created a new responsive website for the RRMPC that was
designed for easy editing and expansion,optimum Ul/UX,SEO and SEM,and versatility across all
I devices.
Catering toward an increasingly digital-minded audience,we amped up our social media channels to
engage our online community and inform them of local sporting events.The numbers we received in
jf fan engagement showed off-the-charts improvement over previous years.
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Complimenting our heavy sports marketing was a project designed to target tournament planners
and promoters to show them what Round Rock has to offer outside of sports facilities.The Round
Rock Overview Brochure was created to give visitors a broad look at a wide variety of city attractions
that appeal to all ages and personalities.In a similar vein,we created an
Overview video scored with a custom soundtrack and videography that highlighted local Round
Rock attractions.And finally,to round out the year's digital media production,we created a 360-
degree drone aerial tour to contextualize the city of Round Rock and the proximity of its sports
j facilities to shopping,dining and lodging destinations.
RESULTS
- Evolved the brand to be more up-to-date with digital media and video
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• Over 53,000 users visited the website over 65,000 times and viewed over 118,000 pages
- Growth of Facebook fan base by 20%with total engagements of over 31,000
Saw great success with video on social media—over 175,000 total views this year
- Secured more than two dozen press articles in print and TV media about the launch of RRMPC,
FC Barcelona,and Quldditch Cup
* increased national awareness of the new Round Rock Multipurpose Complex,while encourag
Ing sports and event planners to bring outdoor field sports to Round Rock
- Reinforced Round Rock's brand as the Sports Capital of Texas for amateur,youth,and
recreational sports
• Demonstrated that a variety of outdoor field sports could now be hosted In Round Rock*
Integration of the campaign through print,social media,web banners and website
increased brand awareness amongst 18,000 sports event planners.
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CITY Of ROUND RACK/ROUND ROCK Cv6 REQUEST FOR QUALIFICATIONS 41
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Round Rock's 2017 teaser and grand opening campaign for the Round Rock Multipurpose Complex featured
amateur sports enthusiasts with faces of surprise—conveying the anticipation visitors had for the new complex.
The campaign rolled out onto multiple media including print,digital banners,and promoted social media.
Exhibit "B
CITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 42
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We created new responsive websites for the Round Rock Multipurpose Complex and Round Rock Sports
Center.Both sites are built on the same content management system as the Sports Capital of Texas that allows
for simple updates,easy SEO/SEM optimization,Ul/UX navigation and versatility across all screens.
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i CITY OF ROUND ROCK/ROUND NOCK CVB REQUEST FOR QUALIFICATIONS
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We maintained social media channels and worked to integrate our promotional campaigns for the grand
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manner.We also experienced a vast increase in engagement with our custom digital media videos and assets.
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The Overview Brochure features big,bold photography and will be given to sports planners and destination
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sports facilities.
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ICITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 45
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Featuring beautiful custom photography and highlighting all capabilities of the Round Rock
Multipurpose Complex,the brochure captures the field layout and amenities of the RRMPC.
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Exhibit "B"
CITY OF ROUND ROCK/ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS
46
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BRAND FOR GOOD.
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We were able to target a wide range of sports planners with a custom E-Blast containing information about the
newly-opened Round Rock Multipurpose Complex.This email message complemented our print and digital
campaign with Sports Destination Management.
Exhibit "B"
B
CITY OF ROUND ROCK/ROUND ROCK CVB REQUEST FOR QUALIFICATIONS 47
STAND FOR GOOD.
BRAND FOR GOOD.
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ROUND ROCK CVB• OVERVIEW VIDEO
This year,we produced a video that featured custom footage from all over Round Rock.8 o k.A lively soundtrack and
vibrant images creates a captivating depiction of Round Rock and all that it offers.
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Exhibit "B"
CITY OF ROUND ROCK J ROUND ROCK'CVB REQUEST FOR QUALIFICATIONS 48
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We utilized new technology to create a 360-degree,drone photography virtual tour of Round Rock.The video
tour shows our popular sports facilities In proximity to all of the other shopping,dining and lodging options
found within the City.This video will live on the website and we believe at this time it is the fi rst of its kind
within the destination marketing category,
Exhibit B
CITY OF ROUND ROCK/ROUND ROCK CV8 REQUEST FOR QUALIFICATIONS 49
STAND FOR GOOD.BRAND
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(ATTACHMENTS A, B, & C)
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CITY OF ROUND ROCK/ROUND NOCK CYE REQUEST FOR QUALIFICATIONS
50
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! City of Round Rock
Round Rock Convention&Visitors bureau
Marketing&Advertising Consulting Services
RFQ No. 17-024
Class 918/Item 76
October 2017
f
ATTACHMENT A
REFERENCE SHEET
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH THEIR
l QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF THE
QUALIFICATIONS.
Respondent(Company): Arsenal Advertising,
{` LLC
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Name(Typed!printed): Anne Marie Scharrer
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Telephone number: 512-320-9090
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E-mail Address:
annemarie@mightyarsenai.com
Provide the name,address, telephone number and E-mail address of at least three(3) references
from firms of comparable size that have utilized similar service. Include description,contact names,
position, company name, e-mail address and telephone number for each reference listed. Any
negative responses received may be grounds for disqualification of Respondent's request for
qualifications response. City of Round Rock references are not applicable. References may be
checked prior to contract award.
Brand Strategy, Identity Design(logo, tagline, colors,fonts, etc.), Market Research,
Description of Services: Media Planning and Buying, Social Media, Print and Digital Assets, Print and Digital
Advertising, SEO/SEM,Website Design, Copywriting, Photography,Videography
Name of Contact:
Adena Lewis
Title of Contact:
Bastrop County Director of Tourism and Economic Development
Company Name:
Bastrop County Tourism
Exhibit "B"
Page 51 of 17
{
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City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 9181 Item 76
E '
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October 2017
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E-Mail Address: adena.lewis@co.bastrop.tx.us
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Telephone#:
512-581-4011
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Fax#:
i 512-581-717$
ATTACHMENT A
REFERENCE SHEET
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NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH THEIR
QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF THE
QUALIFICATIONS.
f
r
Respondent(Company): Arsenal Advertising,
LLC
Name(Typed!printed): Anne Marie Scharrer
Telephone number: 512-320-9090
E-mail Address:
I annemarie@mightyarsenal.com
Provide the name, address, telephone number and E-mail address of at least three(3)references
from firms of comparable size that have utilized similar service, include description,contact names,
position, company name, e-mail address and telephone number for each reference listed. Any
negative responses received may be grounds for disqualification of Respondent's request for
qualifications response. City of Round Rock references are not applicable. References may be
checked prior to contract award.
Brand Strategy, Identity Design (logo, tagline, colors,fonts, etc.), Market
Research,
I
t
Exhibit "B"
Page 52 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918 I Item 76
i
October 2017
t
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Description of Services: Print and Digital Assets, Print and Digital Advertising, Copywriting, Signage,
c
Videography, Out-of-Home Advertising
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Name of Contact:
! Ryan Roach
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F
E Title of Contact:
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President
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Mineral Wells Area Chamber of Commerce&Visitors Bureau
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E-Mail Address:ryan@mineralwellstx.com
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Telephone#: 940-325-2557(o)
817-228-5626(c)
i Fax#:
940-328-0850
ATTACHMENT A
REFERENCE SHEET
1 (Continued)
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTACHMENT WITH THEIR
QUALIFICATIONS. FAILURE TO DO SO MAY RESULT IN DISQUALIFICATION OF THE
QUALIFICATIONS.
f
F
Respondent(Company): Arsenal Advertising,LLC
i
Name(Typed/printed): Anne Marie Scharrer
Exhibit "B"
Page 53 of 17
City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
E:
RFQ No. 17-024
Class 918/Item 76
October 2017
F.
E'
E:
Telephone number: 512-320-9090
I'
E-mail Address: annemarie@mightyarsenal.com
i
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Provide the name, address, telephone number and E-mail address of at least three(3) references
from firms of comparable size that have utilized similar service. Include description,contact names,
position, company name, e-mail address and telephone number for each reference listed. Any
negative responses received may be grounds for disqualification of Respondent's request for
qualifications.City of Round Rock references are not applicable. References may be checked prior
I to contract award.
! Brand Strategy, Identity Design(logo, tagline, colors, fonts, etc.), Market
i Research,
Description of Services: Media Planning and Buying, Radio Advertising, Print and Digital Advertising,� g g, Prmt
. and Digital Assets, Social Media, SEO/SEM, Copywriting, Photography
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Name of Contact:
Veronica Brown
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Title of Contact:
Associate Director of Communications
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Company Name:
Lone Star Circle of Care
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E-Mail Address:
vbrown@lscctx.org
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Telephone#:
512-686-0207 ext. 10120
E Fax#:
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Exhibit "B"
Page 54 of 17
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City of Round Rock
Round Rock Convention &Visitors Bureau
Marketing &Advertising Consulting Services
RFQ No. 17-024
Class 918/item 76
October 2017
I 512-869-8502
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Page 55 of 17
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City of Round Rock
Round Rock Convention&Visitors Bureau
Marketing&Advertlsing Consulting Services
RFQ No. 17-024
Class 918/item 76
t:
October 2097
ATTACHMENT 8
QUALIFICATIONS SUBMITTAL FORM AND EXECUTION OF QUALIFICATit7NS
NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THIS ATTAGHMENT
WITH THEIR QUALIFICATIONS. FAILURE TO 00 $O MAY RESULT IN
DISQUALIFICATION OP THS QUALIFICATIONS.
By sigriatute hereon,the Respondent certifies that:
All statements and Information prepared and submitted In the response to this RFQ
are-current,complete and accurate.
He/she has not given, offered to give, nor intends to give-at any time 3 hereafter, any
I econorntc opportunity, future employment, gift; loan gratuity, special discount, trip,
favor, or service to. a. City employee In connection with the submitted response.
Failure to sign the Execution of Qualifications or signing It with a false statement
Shall gold tha submitted offer or any resulting contracts.
Respondent represents and warrants that the individual signing this Execution of
-t�uailfications is authorized to sign this document on behalf of the Respondent and to
bind the Respondent under anyIcohtract resulting from this request for qualifications.
RESPONDENT(COMPANY): Arsenal Advertising, LLC
SIGNATURE(IN INK): W4
NATE(TYPEDIPRINTEUj: .Anne Marie Scharrer
I TITLE: CEO
DATE 10/25/17t
STREET: 1201 K 8th Street,Suite C
CITY/STATE/Zip: Austin,Texas 78703
512-320-9a 0
9 (0)
TELEPHONE AND FAXSCMILE NO.: 512-33.0-4496{f}
E-MAIL
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ADDRESS: anne.narleQmightyarsenai.corn
Page.1S of 17
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Exhibit "B"
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City of Round Rock
Round Rock Convention&Visitors Bureau
Marketing&Advertlsing Consulting Services
s RFQ No, 17-024
i
Class 918 I item 76
Qdtober 2097
ATTACHMENT B
7
(Continued
QUALIFICATIONS SUBMITTAL FORM AND EXECUTION OF QUALIFICATIONS
t NOTE: RESPONDENTS SHALL COMPLETE AND RETURN THISATTACHMENT
W'RH THEIR QUALIFICATIONS. FAILURE TO DO 50 MAY RESULT IN
DI:SQUALIFCCAT'ON OF THE QUALIFICATIONS.
FEDERAL TAX IDENTIFICATION NUMBER(FIN): 46-5359427
By submitting a response to this solicitation, the Respondent agrees that the City's
standard Definitions, Terms and Conditions, in effect at the time .of release of the
sdiicltation, shall govern unless specifically provided otherwise in a separate agreement
or on the face of.a purchase order. Bald Definitions, Terms and Conditions.•ato subject
to;change without notice. It is the sole responsibility of respondents'to stay apprised of
' changes, in addition to theL above General Terms and Conditions listed in Seatlon 1V,
the City's.Definitions, Terms and`Conditions shell be enforced and part of the contr�ct
and can be obtained from the City's website at:
:! un rockt xa , e t urch in / ur 1 - iv - a i i atio sl
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Page 16 of 17
Exhibit "B"
1
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City of Round Rook
Round.Rock Convention&Visitors Bureau
Marketing&Advertising Consulting Services
RPO No. 17.024
Gass 918/item 78
October 2017
ATTACHMENT C
r
ADDENDUM ACKNOWLEDGMENT FORM
NOTE: IF ADDENDUMS HAVE SEEN lSS,UED, RESPONDENTS SHALL COMPLETE
r AND RETURN THIS ATTACHMENT WITH THEIR QUALIFICATIONS. FAILURE TO
DO$0 MAY RESULT IN DISQUALIFICATION OF THE QUALIFICATIONS,
r
ADDENDA ACKNOWLEDGMENT; The undersignetl.acknowledges the receipt of the
fofipwing Addenda:
Addendum M. Dateda
10/18/17
i
Addendum#: Dated:
Addendum#: Dated:
Addendum#; Dated:
I Addendum#: Dated:
Respondent(Company): Arsenal Advertising, LLC
Signature(In Ink):
Name
(Typed/printed): Anne Marie Scharrer
Title: CEO Date: 10/25/17
Page 17 o€17
Exhibit "B"
WORK MADE FOR HIRE AGREEMENT WITH
ARSENAL ADVERTISING,LLC
This Agreement is made on the day of the month of 2018 b
> y
and between ARSENAL ADVERTISING, LLC, and any of its authors and/or artists
(hereinafter referred to as "Author/Artist," and if there is more than one author/artist
affiliated with the entity, then the entity and all of them collectively) and the CITY OF
ROUND ROCK, TEXAS (hereinafter referred to as the"City").
This Agreement is made simultaneous to an agreement entitled "City of Round
Rock Agreement for Professional Consulting Services with Arsenal Advertising, LLC,"
and encompasses the subject matter contracted for thereunder.
AUTHOR/ARTIST AND CITY HEREBY AGREE THAT:
1. Title and Copyright Assignment
(a) Author/Artist and City intend this to be a contract for services and each considers
the products and results of the services to be rendered by Author/Artist hereunder (the
"Work") to be a work made for hire. Author/Artist acknowledges and agrees that the
Work(and all rights therein, including, without limitation, copyright)belongs to and shall
be the sole and exclusive property of City.
(b) If for any reason the Work would not be considered a work made for hire under
applicable law, Author/Artist does hereby sell, assign, and transfer to City, its successors
and assigns, the entire right, title and interest in and to the copyright in the Work and any
registrations and copyright applications relating thereto and any renewals and extensions
thereof, and in and to all works based upon, derived from, or incorporating the Work, and
in and to all income, royalties, damages, claims and payments now or hereafter due or
payable with respect thereto, and in and to all causes of action, either in law or in equity
for past, present, or future infringement based on the copyrights, and in and to all rights
corresponding to the foregoing throughout the world.
(c) If the Work is one to which the provisions of 17 U.S.C.106A apply, Author/Artist
hereby waives and appoints City to assert on Author/Artist's behalf the Author/Artist's
moral rights or any equivalent rights regarding the form or extent of any alteration to the
Work (including, without limitation, removal or destruction) or the making of any
derivative works based on the Work, including, without limitation, drawings or other
visual reproductions or the Work, in any medium, excepting photographs, for City's
purposes.
(d) Author/Artist agrees to execute all papers and to perform such other proper acts as
City may deem necessary to secure for City or its designee the rights herein assigned.
00400315/ss2
2. Delivery of the Work
(a) Author/Artist will deliver to City on or before any contractually-obligated date the
completed Work (with all illustrations, charts, graphs, graphics, and other material,
including supplements, handouts, reference lists, indexes, etc., in the medium mutually
agreed upon for the Work) in form and content satisfactory to City.
(b) If Author/Artist fails to deliver the Work on time, City will have the right to
terminate this agreement and the referenced simultaneous agreement and to recover from
Author/Artist any sums advanced in connection with the Work. Upon such termination,
Author/Artist may not have the Work published or used in any form elsewhere until such
advances have been repaid.
3. Quoted Material
With the exception of short excerpts from others' works, which constitute fair use,
the Work will contain no material from other copyrighted works without a written
consent of the copyright holder. Author/Artist will obtain such consents at his/her/its own
expense after consultation with City and will file them with City at the time the Work is
delivered. Any obligations associated with permissions will be the responsibility of
Author/Artist.
4. Author/Artist's Warranty
Author/Artist warrants that he/she/it is the sole owner of the Work and has full
power and authority to make this agreement; that the Work does not infringe any
copyright, violate any property rights, or contain any scandalous, libelous, or unlawful
matter. Author/Artist will defend, indemnify, and hold harmless City and/or its licensees
against all claims, suits, costs, damages, and expenses that City and/or its licensees may
sustain by reason of any scandalous, libelous, or unlawful matter contained or alleged to
be contained in the Work or any infringement or violation by the Work of any copyright
or property right; and until such claim or suit has been settled or withdrawn, City may
withhold any sums due Author/Artist under the referenced simultaneous agreement.
5. Consideration
In consideration for delivery of the Work in accordance with the provisions of the
referenced simultaneous agreement, City shall pay Author/Artist as indicated therein.
6. Revisions
Author/Artist shall, at the request of City, revise the Work at one-year intervals
during the term of the referenced simultaneous agreement.
7. Term and Termination
(a) This agreement shall remain in effect for the same length of time as the referenced
simultaneous agreement unless terminated earlier in accordance with this Section 7.
(b) In the event that either party shall be in default of its material obligations under
this agreement or the referenced simultaneous agreement and shall fail to remedy such
default within thirty (30) days after receipt of written notice thereof, the agreements shall
terminate upon expiration of the thirty(30) day period.
(c) Upon the expiration of the term of this agreement and the referenced simultaneous
agreement, the parties may agree to renew those agreements for additional terms, only as
allowed by the terms of the referenced simultaneous agreement, upon the same terms and
conditions as set forth.
8. Options/Contracts with Third Parties
Nothing contained in Section 7 shall affect any license or other grant of rights,
options, or agreements made with third parties prior to the termination date or the rights
of City in the income resulting from such agreements.
9. Amendments
The written provisions contained in this agreement, taken together inextricably
with the referenced simultaneous agreement, constitute the sole and entire agreement
made between Author/Artist and City concerning this Work, and any amendments to
same shall not be valid unless made in writing and signed by both parties.
10. Construction,Binding Effect, Venue, and Assignment
This agreement shall be construed and interpreted according to the laws of the
State of Texas and shall be binding upon the parties hereto, their heirs, successors,
assigns, and personal representatives; and venue shall lie exclusively in Williamson
County, Texas; and references to Author/Artist and to City shall include their heirs,
successors, assigns, and personal representatives.
[Signatures on the following page.]
IN WITNESS WHEREOF, the parties have duly executed this agreement as of
the date indicated below.
ARSENAL ADVERTISING,LLC
By:
Printed Name: } ,r�
Title: .
Date:
CITY OFR UND ROCK, TEXAS
By: L� M. /. .
Printed Na e:
Title:
Date: Q)
FOR CITY, ATTEST:
By:
Sara C White, City Clerk
FOR CITY, P ROVED AS TO FORM:
By: ry
Stephan . Sheets, City Attorney
CERTIFICATE OF INTERESTED PARTIES FORM 12951
10f1
Complete Nos.1-4 and 6 it there are interested parties. OFFICE USE ONLY
Complete Nos,1,2,3,5,and 6 It there are no interested parties. CERTIFICATION OF FILING
1 Name of business entity filing form,and the city,state and country of the business entity's place Certificate Number:
of business. 2018-348100
Arsenal Advertising,LLC
Austin,TX United States Date Filed:
2 Name of governmental entity or state agency that is a party to the contract for which the form is 05/03/2018
being filed.
City of Round Rock Date Acknowledged:
3 Provide the identification number used by the governmental entity or state agency to track or identify the contract,and provide a
description of the services,goods,or other property to be provided under the contract.
RFQ No.17024/RRCVB Mktg
City CVB Advertising and Marketing Services
4 Nature of interest
Name of Interested Party City,State,Country(place of business) (check applicable)
Controlling intermediary
Smith,Jonathan Austin,TX United States X
Scharrer,Anne Austin,TX United States X
5 Check only it there is NO Interested Party. M
6 UNSWORN DECLARATION
My name is L. C,ko-�rtk- and my date of birth is
My address is T�-, )L; I
(street) (city) (state) (zip code) (country)
I declare under penalty of perjury that the foregoing is true and correct,
Executed in, \/I ounty, State of TtY. on the
fl—day of 2QJP
(rrontI4 (year)
w.
r.
Signature of authorized agent 6econtracting business entity
(Declarant)
Forms provided by Texas Ethics Commission www.ethics.state.tx.us Version V1.0.5523
CERTIFICATE OF INTERESTED PARTIES
FORM 1295
1 of 1
Complete Nos.1-4 and 6 if there are interested parties. OFFICE USE ONLY
Complete Nos.1,2,3,5,and 6 if there are no interested parties. CERTIFICATION OF FILING
1 Name of business entity filing form,and the city,state and country of the business entity's place Certificate Number:
of business.
Arsenal Advertising, LLC 2018-348100
Austin,TX United States Date Filed:
2 Name of governmental entity or state agency that is a party to the contract for which the form is 05/03/2018
being filed.
City of Round Rock Date Acknowledged:
05/23/2018
3 Provide the identification number used by the governmental entity or state agency to track or identify the contract,and provide a
description of the services,goods,or other property to be provided under the contract.
RFQ No. 17024/RRCVB Mktg
City CVB Advertising and Marketing Services
4 Nature of interest
Name of Interested Party City,State,Country(place of business) (check applicable)
Controlling Intermediary
Smith,Jonathan Austin,TX United States X
Scharrer,Anne Austin,TX United States X
5 Check only if there is NO Interested Party. ❑
6 UNSWORN DECLARATION
My name is and my date of birth is
My address is
(street)) (city) (state) (zip code) (country)
I declare under penalty of perjury that the foregoing is true and correct.
Executed in County, State of on the day of ,20
(month) (year)
Signature of authorized agent of contracting business entity
(Declarant)
Forms provided by Texas Ethics Commission www.ethics.state.tx.us Version V1.0.5523