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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

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