IGS Proposal Industrial Bank Volume 3: Budget
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OCIAL<br />
EDIA<br />
TRATEGY<br />
<strong>Volume</strong> 3: <strong>Budget</strong>
Table of Contents<br />
Executive Summary. . . . . . . . 1<br />
About Us. . . . . . . . . 2<br />
The <strong>IGS</strong> Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2<br />
Estimated <strong>Budget</strong>: Feb 2017-Feb 2018 . 4<br />
Labor Categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4<br />
Phase I (First Month) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4<br />
Phase II (Monthly <strong>Budget</strong>) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5<br />
Phase II (Quarterly <strong>Budget</strong>) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6<br />
Phase III (Final Month) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6<br />
ODCs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response.
Executive Summary<br />
For more than 20 years, Isom Global Strategies (<strong>IGS</strong>) has been a trusted strategic communicator and<br />
continues to thrive as an award winning Washington, D.C. based, woman- and minority-owned small<br />
business. <strong>IGS</strong> conducts savvy business practices, produces quality deliverables, and is comprised of<br />
a diverse team that has the strategic marketing skills, experience, and leadership needed to revamp<br />
and execute <strong>Industrial</strong> <strong>Bank</strong>’s digital marketing and communication initiatives. Over the course of<br />
12-months, <strong>IGS</strong> will positively impact <strong>Industrial</strong> <strong>Bank</strong>’s digital and media presence amongst diverse<br />
Millennial groups and small businesses by using proven and customized techniques and leveraging<br />
our network of over 30,000 small businesses and Millennials.<br />
As a minority-owned small business, <strong>IGS</strong> also has insight into the financial literacy information<br />
required to achieve progressive business growth. Our CEO, Towan Isom, is a Goldman Sachs<br />
graduate and often lectures on the challenges that face small and minority businesses in regards<br />
to access to capital. She is also a frequent university speaker and is known within the region a<br />
Millennial thought leader and as the author of the Managing Millennials Toolkit. This intimate<br />
understanding of small business coupled with our Millennial expertise allows <strong>IGS</strong> to serve as a<br />
target audience subject matter expert (SME) for <strong>Industrial</strong> <strong>Bank</strong>.<br />
The leadership and management team proposed for this project, including Ms. Isom, has over<br />
60 years of combined communication, marketing, and project management experience and will<br />
ensure that all project milestones are met. <strong>IGS</strong> will maintain a proactive stance throughout the<br />
planning and execution of the project and will be available 24/7 to assist <strong>Industrial</strong> <strong>Bank</strong>.<br />
<strong>IGS</strong> and <strong>Industrial</strong> <strong>Bank</strong> share a common interest in being committed to creating new ventures and<br />
opportunities for small businesses in the Washington, D.C., area and beyond. We applaud <strong>Industrial</strong><br />
<strong>Bank</strong> for launching the Small Business Grant Initiatives in recent years, and <strong>IGS</strong> is passionate about<br />
seeing that <strong>Industrial</strong> <strong>Bank</strong> achieves even greater success as the only African American owned-bank<br />
in the region. <strong>IGS</strong> hopes to share these successes by maximizing and shaping <strong>Industrial</strong> <strong>Bank</strong>’s online<br />
and media presence.<br />
Our approach will focus on exposing the personalized, authentic, and successful services <strong>Industrial</strong><br />
<strong>Bank</strong> provides its customers and community. Building off of the existing “Our Next Big Moment”<br />
campaign, <strong>IGS</strong> will convey the importance and impact of <strong>Industrial</strong> <strong>Bank</strong> for it’s clients, community,<br />
and stakeholders. To do this we will implement a solid content strategy and an agile social media<br />
and media engagement plan. All efforts will be interactive and result in a user driven experience -<br />
specifically through social media and community engagement events.<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 1
As a result, <strong>Industrial</strong> <strong>Bank</strong> will be established as a premier community bank and go-to financial<br />
literacy thought leader in the metropolitan, Washington, D.C. area. We will do this through the<br />
development of original and targeted social and digital content including: webinars, polls, live<br />
streaming, social media campaigns, promotional videos, media pitching, experiential marketing,<br />
and community outreach. In doing so, <strong>IGS</strong> is confident that we will be able to meet the goals and<br />
objectives proposed herein.<br />
About Us<br />
At <strong>IGS</strong>, we have a proven track record for our attention to<br />
detail, being extremely easy to work with, and quick turnarounds.<br />
Our motto is Innovation, Service, and Excellence.<br />
Working with both public and private sector clients, we<br />
know these three values are essential for high-quality<br />
products and marketing strategy.<br />
Headquartered conveniently in downtown Washington, D.C.,<br />
we are proud to showcase our demonstrated track record<br />
of creating and implementing communication initiatives for<br />
commercial, federal, state, and local government entities. Our<br />
flexibility to navigate both the government and commercial<br />
markets coupled with our pulse on recent trends and DC<br />
culture, will prove to be an asset in growing <strong>Industrial</strong> <strong>Bank</strong>’s<br />
digital and media presence amongst Millennials, entrepreneurs,<br />
and business owners.<br />
Our ability to provide our clients with innovative communication<br />
materials is largely due to our dynamic team<br />
and management. We bring keen insight and offer the<br />
following differentiators:<br />
►►<strong>IGS</strong> president and CEO is a graduate of the Goldman<br />
Sachs Small Business Program and has access<br />
to a network of over 10,000 business owners.<br />
►►Direct relationship with business industry. Network<br />
of 18, 756 business owners with thought leadership<br />
expertise in entrepreneurship and finance.<br />
The <strong>IGS</strong> Story<br />
<strong>IGS</strong> President and CEO, Towan<br />
Isom, is the perfect example of<br />
a small-business success story<br />
which unfolded right here in<br />
the heart of the nation’s capital.<br />
Founded in 1996, the <strong>IGS</strong> dream<br />
started in the basement of<br />
Towan’s Washington, DC, townhome,<br />
only blocks away from RFK<br />
Stadium. A natural entrepreneur<br />
with a passion for communication,<br />
a zest for life, and fashion to<br />
boot, Towan worked tirelessly to<br />
grow the <strong>IGS</strong> brand, using many<br />
of the financial resources provided<br />
by <strong>Industrial</strong> <strong>Bank</strong> today. Nineteen<br />
years later, <strong>IGS</strong> is 20 employees<br />
strong and possesses a dynamic<br />
portfolio of clients, including<br />
<strong>Industrial</strong> <strong>Bank</strong>, Comcast<br />
XFINITY, The Minority Business<br />
Development Agency (MBDA)<br />
and Court Services and Offender<br />
Supervision Agency for the<br />
District of Columbia (CSOSA).<br />
Since its humble beginnings, <strong>IGS</strong><br />
has cultivated a recognized and<br />
esteemed reputation for itself in<br />
the Washington, DC, metropolitan<br />
area – a small business that<br />
delivers large results.<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 2
►►2015 Public Relations Society of America Award of Excellence.<br />
►►2015 Thoth Public Relations Award.<br />
►►Two time Inc. 5000 fastest growing, privately held company 2014, #871 and 2015, #643.<br />
►►A certified SHRM Preferred Provider through 2018.<br />
►►In-house creative design and social media team with over 10 years of combined experience<br />
providing needle moving results for clients.<br />
►►Multicultural experience and staff with the ability to speak multiple languages.<br />
►►Adept business management professionals and in-house Certified Public Accountant servicing<br />
the contract.<br />
►►Skill set redundancy to ensure staff availability at all times without duplicate effort/cost.<br />
►►Stringent budgetary controls and quality assurance/performance measures.<br />
►►Cost-effective project management, planning, and implementation.<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 3
Estimated <strong>Budget</strong>: Feb 2017-Feb 2018<br />
Labor Categories<br />
Position Rate Hours Cost<br />
Towan Isom – Project Director $220.00 32 $6,600.00<br />
Morgan Crooks – Mid-Level Manager $165.00 $0.00<br />
Taren Henry – Social Media Specialist $83.00 69 $8,130.27<br />
Carolyn Rennie – Strategic Marketing Director $150.00 $0.00<br />
Mac Johnson – Multimedia Specialist $75.00 57 $7,125.00<br />
Phase I (First Month)<br />
Deliverable<br />
1 SWOT Analysis Report<br />
(Baseline Assessment)<br />
Total<br />
Deliverables<br />
Towan<br />
Isom<br />
Morgan<br />
Crooks<br />
Taren<br />
Henry<br />
Carolyn<br />
Rennie<br />
Mac<br />
Johnson<br />
1 4 10 6<br />
1 Project Management Plan 1 4<br />
1 Content Plan 1 4 4<br />
1 Editorial Calendar 1 0.5 4<br />
Phase I Total Estimated<br />
Hours Subtotal<br />
Phase I Total Estimated Rate<br />
Subtotal<br />
Phase I Total<br />
Estimated Hours<br />
Phase I Total<br />
Estimated Rate<br />
12.5 18 6<br />
$2,750.00 $1,494.00 $450.00<br />
36.5<br />
$4,694.00<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 4
Phase II (Monthly <strong>Budget</strong>)<br />
Deliverable<br />
Total<br />
Deliverables<br />
Towan<br />
Isom<br />
Morgan<br />
Crooks<br />
Taren<br />
Henry<br />
Carolyn<br />
Rennie<br />
Mac<br />
Johnson<br />
4 Monthly Meetings 48 4 4 4<br />
1 Monthly Promotional Plan 12 2 1<br />
1 Monthly Content Calendar 12 2 4<br />
1 Monthly Themed E-Flyer 12 1 2<br />
1 Monthly Report 12 0.5<br />
1 Monthly Invoice 12 1<br />
1 Monthly Webinar 12 1 1.5<br />
1 Monthly Twitter Poll 12 1.5<br />
1 Monthly Twitter Chat 12 1.5<br />
1 Monthly Infographic 12 1 0.5 5<br />
1 Monthly Factsheet 12 2 0.5 4<br />
2 Monthly Social Contests 24 2<br />
1 Monthly Media List 12 1 3<br />
1 Client Feature Article 12 0.5 2<br />
1 Monthly Facebook<br />
Livestream<br />
2 Monthly Onsite event<br />
coverage<br />
1 Internal Media Tracking<br />
System (updated monthly)<br />
12 2<br />
24 6<br />
12 2<br />
2 Monthly Smart <strong>Bank</strong>ing Gifs 24 0.5 2<br />
1 Social Media Banner<br />
(Resized for each social<br />
media platform)<br />
Phase II Monthly Total<br />
Estimated Hours Subtotal<br />
Phase II Monthly Total<br />
Estimated Rate Subtotal<br />
Phase II Monthly Total<br />
Estimated Hours<br />
Phase II Monthly Total<br />
Estimated Rate<br />
12 0.5 4<br />
13.5 35 21<br />
$2,970.00 $2,905.00 $1,575.00<br />
69.5<br />
$7,450.00<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 5
Phase II (Quarterly <strong>Budget</strong>)<br />
Deliverable<br />
Total<br />
Deliverables<br />
Towan<br />
Isom<br />
Morgan<br />
Crooks<br />
Taren<br />
Henry<br />
Carolyn<br />
Rennie<br />
Mac<br />
Johnson<br />
1 Quarterly Progress<br />
Reports<br />
4 2<br />
1 Quarterly Video Messages 4 1 6<br />
1 Quarterly lunch and learn<br />
events<br />
1 Quarterly Promotional<br />
Videos<br />
1 Quarterly Leadership<br />
Blogs/Op-eds<br />
1 Quarterly Social Media Ad<br />
on Facebook<br />
1 Quarterly Social Media<br />
Ads on Twitter<br />
Phase II Estimated Hours<br />
Subtotal<br />
Phase II Estimated Hours Rate<br />
Subtotal<br />
Phase II Quarterly<br />
Total Estimated Hours<br />
Phase II Quarterly<br />
Total Estimated Rate<br />
4 1 2<br />
4 1 8<br />
4 1 2<br />
4 1 1 8<br />
4 1 1 8<br />
4 10 30<br />
$880.00 $830.00 $2,250.00<br />
44<br />
$3,960.00<br />
Phase III (Final Month)<br />
Deliverable<br />
Total<br />
Deliverables<br />
Towan<br />
Isom<br />
Morgan<br />
Crooks<br />
Taren<br />
Henry<br />
1 Wrap Report 1 2 6<br />
Carolyn<br />
Rennie<br />
Mac<br />
Johnson<br />
Phase III Monthly Total<br />
Estimated Hours<br />
Phase III Monthly Total<br />
Estimated Rate<br />
2 6 8<br />
$938.00<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 6
ODCs<br />
ODC<br />
Cost<br />
Videography 4,000<br />
Group High 1,350<br />
Adobe Connect 400<br />
Cision 1,269<br />
Photography 1,200<br />
Estimated ODC Total $8,219.00<br />
Proprietary and Confidential. This proposal response includes data that shall not be disclosed outside of <strong>Industrial</strong> <strong>Bank</strong>, and shall not be<br />
duplicated, used, or disclosed — in whole or in part — for any purpose other than to evaluate this response. 7