NOISE PROPOSAL FOR TOTI MEDIA

YOU EXCEL AS AN OUTSTANDING DESTINATION. WE EXCEL AT SHARING THAT WITH THE WORLD.

Qualification Data

Provide a brief history, organizational structure and legal entity of the business

Outline the qualifications of the business and your team in destination marketing

MAKE NOISE. BE HEARD.

Present samples of a similar opportunity or challenge you provided to a hospitality client

March 3, 2020

Ms. Mari Olson Middleton Tourism Commission

1811 Parmenter Street Middleton, WI 53562

NOISE, Inc. is honored to respond to your Request for Proposal Branding. Founded in 1986 In Milwaukee, Wisconsin, NOISE is a brand activation agency specializing in the travel, tourism and hospitality industry. Our response will clearly indicate NOISE’s unique combination of abilities, capabilities, experience, expertise and excellence in destination marketing — and will highlight our ability to exceed your expectations and goals for strategy, branding, advertising, digital, web, social, public relations, media relations, brand awareness and most of all, success. Our unique combination of destination-rich specialists, strategic sciences and creative muscle — with senior agency leadership steeped in destination branding, including years of VISIT FLORIDA in-house leadership experience — makes NOISE decidedly among select few agencies that can propel destinations to success via efficiency, experience, expertise, networks, partnerships and value. This is the key advantage we bring, that we believe no other agency can equal. Specifically: ✯ NOISE, Inc. is a Destination Brand Activation Agency With 34 Years of Success, including experience in-house at VISIT FLORIDA ✯ NOISE, Inc. is Headquartered in Sanibel, Florida, with Satellite Service Offices in Tallahassee, Milwaukee and Appleton ✯ NOISE, Inc. is a 100% Female Owned Enterprise, Licensed in the State of Florida ✯ John Sprecher (Founder) is Your Primary Proposal Contact at 239.395.9555 or JohnS@Make-Noise.com We look forward to going to work for you and wowing you. Hire us. Thank you.

Milissa Sprecher | Chief Executive Officer | MilissaS@Make-Noise.com NOISE, Inc. is a Proud Member of the best destination marketing organization in the U.S.: VISIT FLORIDA

Middleton: Our 34 Year Journey

Travel is a series of unique moments that, delivered at its very best, exceed the dream and touch the soul.

WHAT YOU’RE AFTER. This journey continues today as NOISE embarks to bring our travel brand activation expertise to the benefit of brands across the industry spectrum — focusing primarily on Florida and the Caribbean, while serving travel brands across the U.S. NOISE Inc. was founded in 1986 with two accounts: the Greater Milwaukee Convention & Visitors Bureau, and a 300-room airport hotel. Thus our 34-year journey of travel, tourism and hospitality branding began.

OUR 34 YEAR JOURNEY

Helping fuel this new journey is the next generation of NOISE travel brand experts — strategic, multi-media industry professionals who, of both youth and experience, are passionate about communicating the adventures and joy of travel. Founded by John Sprecher, NOISE Inc. today is a 100% women owned enterprise led by Chief Executive Officer Milissa Sprecher (95%) and Partner Ashley Shenk (5%). Organizationally, these three individuals manage the agency and our teams. At NOISE, we’ve worked 34 plus years to learn (new each day) everything it takes to activate more than 75 hospitality brands in 25 travel verticals, leading them to their mighty potential. That potential. Your potential. The potential to attract, engage and energize your consumers to believe your promise, invest in your promise, experience your promise and — best of all — be overwhelmed by its exceeding delivery.

There’s only one brand activation team of experts that can connect your consumer’s soul with your brand’s soul like NOISE can.

ARE YOU READY FOR TO AMPLIFY YOUR BRAND? WE ARE.

Middleton: Agency Qualifications

Few experiences in life connect us in so many ways, on so many levels, as the adventures and joy of travel . Middleton: Brand Development Excellence

NOISE is expert at understanding, communicating and succeeding in the branding and marketing more than 25 tourism-related industries and more than 75 clients nationally —including work with 10-plus Destination Marketing Organizations and Tourism Development Councils.

State Tourism Marketing Orgs Destination Marketing Organizations Convention & Visitor Bureaus Tourism Development Councils Economic Development Councils Tourism Awareness Coalitions Chambers Of Commerce Hotel Management Companies Resorts (Beach, Golf, Spa) Hotels (Metropolitan, Convention) Vacation Rental Companies

That’s a win-win for Middleton few agencies can match.

Airlines Airports Attractions (Zoos, Museums) Attractions (Private) Theme Parks Festivals State Fairs Performing Arts Groups Sports Franchises Entertainment Companies Special Events Fine Dining

Middleton: Destination Marketing Expertise

Middleton: Brand Development Excellence

If it’s true that knowledge is power (and it is), may we suggest you supercharge your brand.

NOISE and our team have partnered with (or represented in-house) destination marketing organizations, tourism development councils, economic development councils and chambers of commerce.

VISIT FLORIDA Belize Dominican Republic Visit St. Pete-Clearwater (FL) Visit Orlando (FL) Beaches of Fort Myers-Sanibel (FL) Ohio Division of Tourism (OH) California Division of Tourism (Invited) Desoto County (FL) Sanibel Captiva Chamber of Commerce (FL) Fort Myers Beach (FL) Lee County Visitor & Convention Bureau (FL) Pensacola and Perdido Key (FL) Visit Milwaukee (WI)

Here a destination. There a destination. Now, how about we add Middleton?

Door County Visitor Bureau (WI) Fond du Lac Visitor Bureau (WI) Greater Kenosha Visitor Bureau (WI)

Brookfield Convention & Visitors Bureau (WI) Portage County Chamber of Commerce (WI) Middleton Tourism Council (WI) Downtown Madison Econ Development (WI)

Middleton: Brand Team

Middleton: meet your team of DMO brand strategy stars.

Mary Denis | Brand Strategy Leader (Milwaukee) Destination Marketing Expert

Mary Denis serves as Brand Strategy Leader for Midwest NOISE clients. She has over 35 years of experience in organizational, community and destination sales and marketing. She served with VISIT Milwaukee for 16 years {10-plus years as Vice President of Marketing and Strategic Partner Development), followed by 3 years as Director of Marketing and Sales at Door County Visitor Bureau. She’s a Certified Destination Management Executive (CDME) designated by Destination Management Association International (DMAI) in conjunction with Calgary and Purdue. She’s also a former Certified Tourism Ambassador (CTA) for both Milwaukee and Door County with the Tourism Ambassador Institute. Mary will serve as Brand Strategy Leader for Middleton, driving Brand Strategy, Positioning and Development. Mary Parodo is a brand professional with more than 25 years success in advertising, marketing, sales and leadership. At NOISE, has served as lead strategist, research director and brand author for DMO clients including VISIT Milwaukee, Door County Visitor Bureau, Fond du Lac Convention & Visitor Bureau, and Greater Kenosha CVB. Mary excels at strategic planning, market research, focus group leadership, brand definition, brand delivery and — most of all — client success. Mary is a graduate of the University of Wisconsin (Milwaukee) and holds a B.A. in Marketing (with Minor in Public Relations). Mary will serve as Brand Research Consultant for Middleton, working with the team on all aspects of Implementation and Reporting. Mary Parodo | Director of Business Development (Milwaukee) Brand Research Consultant

Middleton: Brand Team

Middleton: meet your team of DMO brand strategy stars.

Marlene Squires-Swanson Senior Vice President | Chief Brand Officer

NOISE is inspired to have Marlene serve as Chief Brand Officer, specializing in destination marketing organizations, travel and consumer goods. For the past six years, Marlene held the position of Director of Advertising: Global Media & Paid Media at VISIT FLORIDA. During her tenure at VISIT FLORIDA, Marlene directed, drove and delivered more than $30 million annually in media strategies and spend — while negotiating savings of more than $32 million the past four years. Marlene has also served in senior leadership roles with Amazon, AT&T, Gannett, Ashley Home Furnishings, Pep Boys and Sears. Marlene serves as Chief Brand Officer for agency hospitality clients, driving all strategy and developing media effective and efficient direction. Marlene will serve on demand for Middleton branding. Ashley serves as equity Partner and Director of Brand Experience at NOISE, specializing in customer experience and service marketing strategy and delivery. A Florida native fluent in tourism, she has more than 15 years consumer experience in the hospitality, recreation and tourism industries. Ashley excels in market research, SEM, audience profiling, message development and delivery, user experience, plus relationship marketing. She earned an MBA and Master’s Degree in Marketing from University of Tampa, completed undergraduate studies in Event Management at Florida State University and is a U.S. Air Force veteran. Ashley will serve on demand to assist in Client Services and Brand Deliverables for Middleton. Ashley Shenk Partner | Director of Brand Experience

Middleton: Brand Team

Middleton: Meet your team of DMO creative stars.

Joel Mitchell Assistant Vice President | Creative Director | Copy

A Wisconsin native, Joel Mitchell is a highly acclaimed and awarded travel branding creative director and copywriter, serving in the Creative Director of Copy role with NOISE. He’s a 20-years-plus veteran of the BVK agency, where he created numerous award-winning campaigns for Visit Orlando, Visit St. Pete – Clearwater, the Beaches of Fort Myers & Sanibel, Belize Tourism Board and the Dominican Republic Ministry of Tourism. His awards include One Show, Communications Arts, London International, Clios and many more. Joel will partner with long-time associate Mike Lyons to create outstanding brand communications for Middleton. One of John Sprecher’s original hires as an agency owner, Mike Lyons has enjoyed a 25-year career as an exceptional creative director for travel and iconic brands, and today serves as Creative Director of Art for NOISE. Mike brings an enormous amount of international and national award-winning creative leadership in a wide range of categories — hospitality, tourism, professional sports, attractions and consumer goods. Mike has concepted and created highly successful campaigns for the Beaches of Fort Myers & Sanibel, Visit St. Pete – Clearwater, Wrigley Field, Chicago Cubs, Hyatt, Gatorade, Corona, KFC and others. You’ll see his work in Cannes, One Show, Communication Arts, New York Festivals, New York Art Directors, London International, the Obies and more. Mike will serve Middleton as Creative Director of Art, working with long-time teammate Joel Mitchell. Mike Lyons (Milwaukee) Assistant Vice President | Creative Director | Art

Middleton: Brand Team

Middleton: meet your team of DMO service stars.

Milissa Sprecher CEO | Principal Photographer

John Sprecher Founder | Chief Creative Officer John founded NOISE Inc. in 1986 — with his first client, a destination marketing organization. In 34 years, NIOSE has been recognized by 1,000-plus awards — with more than 450 travel, tourism and destination marketing awards including two HSMAI Platinum “Best of Show” awards; four VISIT FLORIDA Flagler awards; seven consecutive years (2007-2013) “top creative agency” in Southwest Florida; numerous media praise, including Wall Street Journal, Adweek, Graphis, Print and more; plus highlighted feature praise and commentary in major university level hospitality marketing and business textbooks. John holds a B.A. in English and M.A. in Creative Writing from the University of Wisconsin (Milwaukee). John will serve as Creative Supervisor for Middleton. Milissa is Chief Executive Officer and Chief Financial Officer for NOISE Inc., managing the agency’s financial and personnel matters. An accomplished photographer specializing in people, travel, food and architecture, her work as been featured on The Today Show, in Coastal Living and COASTE magazines, the Sanibel Captiva Chamber of Commerce Visitor Guide , and has been recognized with numerous ADDY awards. She has over 20 years experience in the advertising industry, both in sales and creative, and graduated from the University of Wisconsin in Advertising. Milissa will serve as Chief Financial Officer for the Middleton account.

Middleton: Brand Team

Middleton: Your dedicated DMO team of experts.

Mary Denis Research Brand Strategy Definition Brand Strategy Development Project Leader Project Manager

Mary Parodo Brand Research

Research Analytics Research Reporting

John Sprecher Creative Supervisor

Joel Mitchell Brand Architect Creative Director – Copy

Mike Lyons Brand Architect Creative Director – Art

Middleton: Tools in the Hands of Experts

Are you ready to amplify your brand? We are.

NOISE staffs and partners with communications and marketing professionals in the following brand definition, development and deployment arts and sciences that total 50-plus in-house services:

STRATEGIC SERVICES Strategic 360 Annual Plan Research | Focus Groups Brand Definition & Development Brand Experience Development Brand Identity Consumer Promotion CONTENT MARKETING SEO Rich Copywriting Native Programming Blog Copywriting Influencer Marketing Video Marketing Strategic Content Placements MEDIA SERVICES Multi-Media Strategic Campaigns Value-Added Negotiations & Placement Post-Buy Analysis & Reporting Co-Op Advertising Programs Traditional | Guerrilla Events Production & Management

CREATIVE SERVICES Multi-Media Campaigns Print Creative Services Broadcast Creative Services Digital Creative Services Photography | Videography Magazine | Collateral DIGITAL SERVICES E-Marketing Campaigns Paid Search Campaigns Retargeting Campaigns Geofencing Campaigns Databuilding Campaigns Text Marketing Campaigns PARTNER MARKETING Media Partnerships Brand Partnerships Influencer Partnerships Cross-Promotional Campaigns Endorsements Analytics & Reporting

INTERACTIVE SERVICES Web Design & Programming Microsites User Experience Research & Response Search Engine Optimization Search Engine Marketing Analytics | Reporting SOC MEDIA SERVICES Social Communities Engagement Loyalty, Sales & Click Campaigns Experiential & Viral Video Campaigns Databuilding Campaigns Social Media Ad Campaigns Analytics | Reporting

PUBLIC RELATIONS Media Relations & FAM Tours Consumer Review Campaigns Ambassador Training News Releases | Placements

Crisis Communications Analytics & Reporting

Middleton: Brand Development Excellence

Internationally-praised creative excellence. Again. And again.

We bring you creative excellence as signified by more than 500 hospitality industry awards, honors and media praise for branding, marketing, advertising, web, digital, social, public relations and more. Good for us? Better for you. 2x International “Best of Show” Platinum Awards 4x VISIT FLORIDA Flagler Finalist Awards 7x Consecutive Years 2007-2013 4x AAF Addy Awards 3x AAF Addy Awards

#1 Addy Award Winning Agency Southwest Florida Sarasota to Naples

“Judges Choice” Broadcast & Print Campaigns

“Best of Show” Broadcast & Print Campaigns

Hospitality Sales & Marketing Association Inter

Travel, Destination and Hospitality Categories

500x Hospitality Branding & Marketing Awards, Honors & Media Praise for NOISE Inc Including Wall Street Journal, Print, Graphis, Graphic Design, Florida Weekly, Florida Trend, Business Observer, University Textbooks

Middleton: Why NOISE

Make your case. Experience, expertise, excellence: pick three.

NOISE Inc. brings Middleton a variety of unique benefits that we believe few agencies you’ll interview can provide.

EXPERIENCE: 34 YEARS DESTINATION & HOSPITALITY BRANDING More than 25 industries and 75 clients from California to Florida to the Midwest. Now yours. EXPERIENCE: 20-PLUS DMOs IN OUR HISTORY Across our history, three former DMO Executive Directors and CMOs have transitioned to leadership roles at NOISE. Now yours. EXPERTISE: LEADERSHIP INCLUDING DMO DIRECTORS Chief Brand Officer Marlene Squires-Swanson most recently 5 years as Global Director of Advertising at VISIT FLORIDA, and Project Leader Mary Denis brings more than 16 years as marketing and brand director for Wisconsin DMOs. Now yours. EXPERTISE: CREATIVE TEAM EXCELS AT DMO BRANDING Award winning campaign team for Visit St. Pete-Clearwater, Visit Orlando, Door County Visitor Bureau and more. Now yours. EXCELLENCE: MORE THAN 500 AWARDS, HONORS AND EDITORIAL International travel best of shows. Flagler Awards. Four Best of Shows. Wall Street Journal to Adweek, even university level textbook and business marketing book examples of NOISE work. Now yours. EXCELLENCE: ASSOCIATIONS AND EVENTS PARTICIPATION Members of VISIT FLORIDA, Florida Association of Destination Marketing Organizations, Florida Attractions Association, Florida Restaurant & Lodging Association, American Advertising Federation. Now yours.

Middleton: Challenge or Opportunity

Success Study: “Clear Purpose.” Crisis Branding: Southwest Florida Red Tide Pro-Action

In spring of 2018, NOISE identified instances of seriously erroneous reports of water quality in Southwest Florida — prior to the region’s significant red tide crisis — including images posted from 2013 that were causing alarm among locals and guests. Moving proactively, NOISE recommended to client Sanibel Captiva Beach Resorts the establishment of an impartial information resource that would allow the corporation to present unbiased information to prospective guests, while building brand equity. The name, logo and concept of Clear Purpose were born, residing at Clear-Purpose.org. NOISE created a brand suite of communications for this new entity, including website, blog, e-marketing, public relations and social marketing. The resource was also provided to all guests via all communications, digital or personal. THE BOTTOM LINE Clear Purpose was embraced by the public and lauded on social media for the impartial information it provided locals and prospective guests on water and environmental quality issues. More than 10,000 unique visitors searched the website September-December, 2018. SERVICES PERFORMED: AWARENESS, COMMUNICATIONS, PUBLIC TRUST Brand Icon | Brand Promise | Digital | Web Design | SEO Social Media | E-Marketing | Social Video

Middleton: Challenge or Opportunity

Success Study: “Clear Purpose.”

Clear Purpose Communications Examples Clockwise from Top Left: 1) Custom Logo, URL, Website and Mobile Site; 2) Blog Announcing Clear Waters via Florida Fish & Wildlife; 3) Mobile Site; 4) Social Media Report;

5) E-Marketing (Not Shown); 6) All Guest Communications.

Project Schedule and Approach

Describe your approach to the project in developing strategies, tactics and messaging

Describe how your team would develop cost estimates and controls

DESTINATION: SUCCESS.

Identify examples of successful strategies to control cost and maintain quality

Middleton: Brand Development Process

Middleton Brand Activation: The NOISE 5.0 Process.

Your brand is a living entity with its own unique heart, soul and personality. Your brand can be intelligent, witty, stylish, sophisticated, formal, casual, likeable, approachable, helpful, exciting, energetic, vital, fun, useful, indispensable and countless other attributes that appeal to, engage and motivate people. Or it can’t. That’s why you hire NOISE: to avoid the can’t.

Brand Process 1.0 Brand Camp

Brand Process 5.0 Brand Amplified

Brand Process 2.0 Brand Discovery

Brand Process 4.0 Brand Delivery

Brand Process 3.0 Brand Definition

Process 1.0: Middleton Brand Camp

Who else will drop and give you $2,500 like NOISE? Nobody.

Success requires our due diligence to fully understand your organization, your needs, your vision and your goals — but not on your dime. We do this through NOISE Brand Camp — a 1-day exploration of the Middleton brand and project needs, to define where you are now and where you want to go, provided at NO CHARGE. In labor hours, that anticipates up to 20 hours prep, on-site and post. No other agency offers this.

Brand Process 1.0 Brand Camp

Brand Camp includes members of NOISE account and creative teams, meeting with your staff, stakeholders and others to gather past data, plan research and strategize together. These meetings could include any or all of the following groups, or others:

« Middleton Executive Leadership Team « Middleton Sales and Marketing Teams « Key Tourism Stakeholders « FAM Tour « Others TBD

0000000001986

March 6, 2020

Pay to the order

Middleton Tourism

WITH OTHER AGENCIES, THE FIRST PAPER YOU RECEIVE IS AN INVOICE. WITH NOISE, IT’S A HANDY CHECK REDEEMABLE FOR $2,500.

Two Thousand Five Hundred and no/100 --------------------------------------------------------

$2,500.00

Memo

Brand Camp

239393838 1939938737739 099949482

Process 2.0: Middleton Brand Discovery

Roll up our sleeves, let’s dig in.

As part of our Brand Camp, it’s our intent to collaborate with you to identify all of the elements that will be required for your success — a key component of proper due diligence, strategic planning, audiences, true messaging and key performance indicators. The Middleton Brand Discovery topics would include:

Brand Process 2.0 Brand Discovery

« Brand Strengths, Weaknesses, and Opportunities « Definition of Target Markets « Review of Current Creative Assets « Review of Past Efforts: Successes, Failures, Maybes and Opportunities « Goals Identification « Campaign Effectiveness « KPI Benchmarks « Outline for Creative Briefs, Project Plan, Timelines and Responsibilities « Expectations for Approvals, Reporting, Analytics and Metrics « Others TBD

Process 2.1: Middleton Brand Discovery

Middleton Research Phase One: Focus Groups.

Following Brand Camp, NOISE proposes to embark upon a three-part research initiative for Middleton that will include the following:

Brand Process 2.1 Brand Research

Focus Groups NOISE personnel with lead group discussions with Middleton area business leaders, hoteliers and tourism experts to understand their thoughts and feelings towards the Middleton brand based on interaction with guests and prospective guests. It’s vital that the brand speak to the consumer’s perceptions — accurate or not — and that together, we identify what these current perceptions area. ★ Middleton Tourism to supply names and contact info ★ Mutually agreed upon dates and locations to conduct focus groups ★ Focus groups will be led by NOISE ★ Executive Summary will be compiled by NOISE

Process 2.1: Middleton Brand Discovery

Middleton Research Phase Two: Database Research.

Following Brand Camp, NOISE proposed to embark upon a three-part research initiative for Middleton that will include the following:

Brand Process 2.1 Brand Research

Database Research NOISE desires to utilize Visit Middleton’s database to offer an opt-in survey to its 2019-2020 lists to collect information from a small, select group of questions about Middleton’s brand, as seen through the eyes of its customers. ★ Middleton Tourism to supply database to a secure, proprietary site to request opt-in permission to customers to send back a survey ★ NOISE to create survey questions with Middleton Tourism approval ★ NOISE will create and program eblast ★ Middleton Tourism to offer travel package as incentive to answer survey ★ NOISE will analyze results and write Executive Summary

Process 2.1: Middleton Brand Discovery

Middleton Research Phase Three: Cold Prospect Research.

Following Brand Camp, NOISE proposed to embark upon a three-part research initiative for Middleton that will include the following:

Brand Process 2.1 Brand Research

Cold Prospect Research NOISE proposes purchasing 50,000 names from a double opt-in provider based upon agreed criteria of geography, age range, income, education, household parameters with the following: ★ NOISE to create survey questions with Middleton Tourism approval ★ NOISE to create and program eblast with click to survey ★ NOISE will work with your web team to create proprietary landing page on your site to collect data (not searchable by Google) ★ Middleton Tourism to offer travel package as incentive to answer survey, with one winner ★ Report analytics on delivered, opened and clicked through to various links ★ NOISE to analyze results and write Executive Summary

Process 3.0: Middleton Brand Development

Your brand has a heart and soul. Here’s how we’ll bring it alive.

Your brand is a living entity. It has its unique heart, soul and personality. Here’s how NOISE brings travel and tourism brands to life (we acknowledge certain brand elements already exist satisfactorily and would continue to be utilized). The Middleton rebrand.

Brand Process 3.0 Brand Definition

3.1: Brand Mark

3.2: Brand Promise 3.3: Brand Sherpa 3.4: Brand Story 3.5: Brand Anthem

PROCESS 3.0 Brand Development

3.6: Brand Creative 3.7: Brand Campaign(s)

Process 4.0: Middleton Brand Delivery

Connect all the dots. Touch all the points. Deliver one message.

This is brand delivery. A strategic, innovative, consistent and integrated delivery of your core takeaway brand message — working seamlessly and efficiently across as many consumer touchpoints as you desire NOISE to manage.

Brand Process 4.0 Brand Delivery

4.1 Brand Goals

4.2 Brand Targets

4.3 Brand Plan

4.4 Brand Timeline

PROCESS 3.0 Brand Development

Process 5.0: Middleton Brand Success

Brand success? Brand Sherpa.

This is the end of one road, and the beginning of an exciting new direction. It’s the NOISE Brand Sherpa in its completion. The Brand Sherpa is your brand style guide — but much more. By its very name, the NOISE Brand Sherpa exists to clearly define your brand and its usage — for the benefit of both your consumers and your team. The Middleton Brand Sherpa could include (but is not limited to):

Brand Process 5.0 Brand Amplified

PROCESS 3.0 Brand Development « Brand DNA « Brand Story « Approved Brand Fonts « Approved Brand Color Palettes « Recommended Photographic Styles « Approved Brand Keywords « Target Audience Profiles « Brand Icon and Acceptable Usages « Brand Promise

« Unacceptable Usage of Icon, Promise, Fonts, etc. « Campaign Concepts and Messaging Per Audience If Applicable)

NOISE Process: Value Added

Budget and Deliverables: Value, with excellence no extra charge.

With NOISE, each client’s contract is negotiated within a standard rate card and fee structure — but created to present the greatest value-added for our clients. That means certain clients are strictly on a fee-per-project structure; others on fees with retainers toward select services; and others strictly retainer.

For value, NOISE has provided a flat rate of $100 per hour based on expectations. Our standard rate card is as follows for projects outside of flat rate expectations.

Budget $50,000 RESEARCH - $10,000

NOISE Brand Camp (no charge $2,500), Focus Groups, Database Research, e-CRM Research of 50,000 Prospects, Analysis and Executive Summary of Findings and Direction BRAND DEVELOPMENT - $10,000 Monthly In-Person or Video Presentations and Reports, Weekly Video Status Updates, Daily Project Services, All Documentation, Brand Icon (Logo), Brand Promise, Brand Story, Brand Sherpa CREATIVE SERVICES EXECUTION - $30,000 Weekly Status Updates, Daily Project Services, Advertising Design Templates, Literature Design Templates, Digital Design Templates, Commercial

Research 20%

Brand Development 20%

Creative Services 60%

NOISE Process: Value Added

Budget: Value and value added.

Per your RFP, NOISE has provided a blended hourly rate of $100 per based on expectations. Our standard rate card is as follows for projects outside of blended rate expectations that represent significant or startup initiatives. NOISE recommends that upon completion of the Middleton rebranding, a revised budget is presented that accurately

reflects any additional approved strategies and tactics you may desire of NOISE, resulting in more efficient spend of your marketing dollars and a greater ROAS.

« Strategic Planning « Market Research

$150 hour $125 hour $150 hour $125 hour $150 hour $150 hour $150 hour $150 hour $125 hour $100 hour $150 hour $125 hour $100 hour $120 hour

« Client Services – Chief Brand Officer

« Client Services Other « Creative Direction

« Art Direction « Copywriting

« Broadcast Production

(Film/Video/Radio/Other)

« Public Relations

« Social Media Services

« Web Design

« Web Programming

« Search Engine Optimization

« Graphic Design

« Travel Required by Client « Commission on Purchases NA « Media Negotiation, Analysis, Buy, Post, Co-Op $150 hour « Media Commission NC NA

NOISE Process: Timeline & Milestones

Timeline: Ready, set, go.

Successful brand activation for Middleton tourism efforts will be accomplished by NOISE via the projected timeline launch.

« Brand Camp « Brand Discovery « Research: Focus Groups, Database Research, e-CRM to 50,000 Prospects « Analysis and Summary of Findings, Direction

May - June

« Development of Comprehensive Brand Development Plan « Creation of 3 Brand Icons for Review « Approval of 1 Brand Icon, Brand Promise, Brand Story « Development and Approval of Brand Sherpa « Creative: Advertising Templates, Print and Digital « Creative: Literature Templates « Commercial « Creative: Other Needs To Be Determined « Any Additional Opportunities « Website Opportunities

July - Aug

Aug - Nov

Subsequent

NOISE Process: Reporting

Analytics? We hope you love reports as much as we do.

When you work with NOISE, you hire an agency that provides extensive, detailed and trend-spotting analytics, metrics and reporting on all media initiatives — helping you and your organization optimize your digital efforts, identify trends and strategically react — maximizing your reach, engagement, efficiency and revenue growth. Examples of this reporting include but are not limited to:

« Comprehensive Web Analytics Reporting « SEO, SEM, Retargeting, Other Media Reports « E-marketing Reports « Social Media Growth Reports

« Public Relations Reports « Gross Impressions Reports « Conversion Reports Where Possible

PROCESS 3.0 Brand Development

NOISE Process: Communications

Service and satisfaction: “Perfect is good enough.”

Successful service and satisfaction for Middleton tourism efforts will be accomplished by NOISE via the following plan:

« Monthly or as-needed in-person presentations, reports or project updates and landmarks provided by Project Leader Mary Denis « As-needed in-person, video conference or audio conference execution, analysis and reporting of research by Project Leader Mary Denis and-or Research Leader Mary Parodo « Weekly video or phone conference status updates provided by Project Leader Mary Denis « Daily communications and project management provided by Project Leader Mary Denis and other NOISE team members « As-needed creative meetings or presentations by Creative Director Mike Lyons and Project Leader Mary Denis « Travel as determined « All decisions of substance documented by e-mail or digital contact report and communications

NOISE Process: Project Management

Project management: Persnickety’s a good word.

Successful project management for Middleton tourism efforts will be accomplished by NOISE via the following plan:

PROJECT MANAGEMENT AND DOCUMENTATION All work approved within the Strategic Plan, or following it, will be confirmed via either or both electronic confirmation (e-mail report) and/or written confirmation (contact report). Based on these actions, work will commence only when a work order, with accompanying estimate, is approved by authorized Middleton signature (actual or electronic). A NOISE Contact Report example is attached here.

EXTERNAL APPROVAL PROCESS VIA NOISE CLIENT PORTAL Work will be considered as having “final approval” upon final written or electronic signoff by authorized Middleton representative. Alterations following final approval will be the responsibility of client or agency, depending upon who initiates alterations and for what reason(s). CHANGE ORDER When scope of any work is mandated to change, NOISE will render a change order reflecting any cost additions or subtractions versus original estimate. Authorized Middleton signature approval will be required.

Contact Report

FORCLIENT: FORAGENCY:

JimMcCallion,SusanMcCallion

JohnSprecher

COPIES:

EmilyKettner,AshleyBurns

DATE:

9.29.16

Clientandagencymetwith the followingprojectsoutlined.Allprojectsarenewand requireassignmentbyEmily KettnerorAshleyBurns. ISLANDERNEWSPAPERCAMPAIGN Agencypresented two campaign concepts for client review.Clientapproved “Fun.Facts.” campaignwith the following itemsofnote: § Photo (firstad)ofSusanand Jimwithkite,umbrellaorBenFranklin costume § Jim toprovide testimonial forRealtyDoneRightarea § Jim toprovideuniqueURL for listings § Jim toprovidedisclaimer forad § NOISE to reworkareawhereForSale sign currently is, citing47HomesSoldThisYearanddirectingpersons touniqueurl § DropFacebookURL,analyze increase inphonenumber size

NOTE:Photo shoot tobe scheduled forMonday,October3.

NEWSLETTERMASTHEAD Agencyprovidedavarietyofmastheads for review.Clientwillmake finaldecisionamong three “IslandLiving” finalists.

NOISE Process: Value Added

Budget: Value and value added.

Successful budgeting and value-added for Middleton tourism efforts will be accomplished by NOISE via the following plan:

SUPPORTING LOCAL VENDORS AND PARTNERS NOISE will first and foremost seek to support Middleton members or companies. For photography, we would create a public relations “talent event” — through traditional and social media — and look to identify real people from the local community to participate as print talent and perhaps video talent. For video production, we would ask video partners in market to either submit examples or shoot an original raw file either 30 or 60 seconds, to demonstrate their talents. We would then negotiate to your best interests.

EXAMPLES OF ESTIMATES (3-5 DAY PROCESS) AND INVOICES (MONTHLY) All work approved within the Strategic Plan or following will commence only when a work order,

estimate

Client

AldenSuites

with accompanying estimate, is approved by authorized Middleton signature (actual or

ClientContact ProjectTitle ProjectNumber AccountLeader

TonySatterfield,GraceDiStefano

In-RoomVideoDisplay

TBD

JohnSprecher,EmilyKettner

Date

7.12.16

ServicesDescription

Create90-second to120-secondvideo for in-housechannel that featuresallamenitiesandservicesofAldenSuites,and includessales effort towardbar,GrabandGo,plusothernewactivities.Willutilize existingphotographyandpossiblyvideo.

SERVICESRENDERED

COST

electronic). NOISE estimates are rendered in 3-5 days from initiation of project at “not to exceed” pricing. Samples of estimate (left) and invoice (right). THREE ESTIMATES, PLEASE NOISE insists on three estimates from all vendors for best price-value-quality relationships.

$500 $500 $100 $1,000-$1,200

Video Script Professional VideoNarrator StockMusic Video Edit to Final Cut andOutput to Required Video Format

TOTALPROJECTESTIMATE

$2,000-$2,200

AuthorizedClientApprovalSignature (Please sign, retainoriginaland return copy toNOISE contact)

Date

Note:Thisestimate shouldbe consideredaccuratewithanallowancenogreater than10%overestimate.Thisestimate includes two roundsofdirectional and/or accuracy revisions; significant revisions that arenot the responsibilityof the agencywill result in the invoicingofwork todateon thisproject and newestimate.Thisestimate isvalidwithin30daysof receipt.

Creative Portfolio

Provide creative samples of your destination marketing portfolio

Provide tourism and travel case studies that demonstrate ROI

SUCCESS. OR BUST.

Provide examples of how the team approaches brand development

Middleton: Rebranding Development Sample

“Official Beach Resorts of Sanibel and Captiva Islands.”

In 2014, Sanibel Captiva Beach Resorts was officially founded as the next generation of Rochester Resorts. Quickly, NOISE seized on the concept of positioning the brand as the top resort management and marketing organization in Southwest Florida — and the Official Beach Resorts campaign was born.

From logos to sportswear, every brand within the corporation is the Official Beach Resort, Official Beach Cottages or Official Vacation Rentals of Sanibel and Captiva Islands.

THE BOTTOM LINE The net result is the ability to quintuple our reach and frequency among audiences, while maximizing ROAS (return on ad spend) with a single access point for sales, promotions, events and brand interactions — while seamlessly interconnecting each resort brand. SERVICES PERFORMED: COMPREHENSIVE, AGGRESSIVE AND POWERFUL REBRANDING Brand Icons | Brand Promise | Brand Suite | Collateral | POS | Print Advertising | Digital | Print | Direct Mail | Web Design | SEO | Social Media | E-Marketing | Social Video | Broadcast Advertising | Analytics | Fundraising

Middleton: Rebranding Development Sample

“Official Beach Resorts of Sanibel & Captiva Islands.”

Choose your island. Choose your beach. Choose your style .

Thequestionisn’twherewillyoutakeyourvacation?It’sreally:wherewillyour vacation take you? With four legendary Sanibel and Captiva Islands beach resorts, 125-plus luxury vacation rentals, five restaurants, two marinas, a day spa, water sports and more — you can enjoy one vacation delight after another. After another. After another. So come, park yourself at any Sanibel CaptivaBeachResortsorVacationRentals.It’sallhere,whereveryoumaystay.

Sanibel&Captiva Island,Florida SanibelCaptivaBeachResorts.com

Official Beach Resorts Campaign Clockwise from Upper Left: 1) Unique Logo and Messaging: 2) Integrated and Cross-Promoting Web Brands; 3) Print and Digital Campaign Examples; 4) Cross-Brand Aspirational Video

Middleton: Rebranding Success Study

Success Study: “Like Nowhere Else.”

Door County, Wisconsin is a picturesque peninsula of more than 300 miles of shoreline that uniquely combines a fascinating and offbeat populace with performing arts, artistry, water sports, outdoor recreation, amazing dining, spectacular natural beauty and genuine hospitality. In all, Door County is an eclectic package that stirs a passion for travel for 2 million plus visitors annually. And when the time came to reactive the brand, NOISE was hired. THE BOTTOM LINE NOISE creates a new, global brand promise that embraces the many unique experiences the destination offers its many unique audiences: “Your stories. Our setting. Like nowhere else.” Over the next 4 years, positive growth for both the county and its tourism stakeholders is achieved. Plus, client and agency are rewarded with numerous industry awards, plus media praise for “brilliant branding.”

SERVICES PERFORMED: MULTI-MEDIA BRANDING Brand Icons | Brand Promise | Brand Suite | Collateral | POS | Print Advertising | Digital | Print | Direct Mail | Web Design | SEO Social Media | E-Marketing | Social Video | Broadcast Advertising | Analytics | Fundraising

Middleton: Rebranding Success Study

“Like Nowhere Else.” Nationally praised destination cr ative excellence. Times 450.

Choose your island. Choose your beach. Choose your style .

Thequestionisn’twherewillyoutakeyourvacation?It’sreally:wherewillyour vacation take you? With four legendary Sanibel and Captiva Islands beach resorts, 125-plus luxury vacation rentals, five restaurants, two marinas, a day spa, water sports and more — you can enjoy one vacation delight after another. After another. After another. So come, park yourself at any Sanibel CaptivaBeachResortsorVacationRentals.It’sallhere,whereveryoumaystay.

Sanibel&Captiva Island,Florida SanibelCaptivaBeachResorts.com

Rural Midwestern Community Destination: Clockwise from Upper Left: 1) Logo and Messaging: 2) Website Landing Page; 3) R branding Style Guide and 4) Visitors Guide. Traditional Midwestern Community Destination: Clockwise from Upper Left: 1) Logo and Messaging: 2) E-blast Marketing; 3) Website; 4) Digital Ad and 5) Point of Sale Promotional Signage.

Official Beach Resorts Campaign: Clockwise from Upper Left: 1) Unique Logo and Messaging: 2) Website Feature 5 Lodging Brands, 4 Restaurants, 2 Marinas, 1 Spa; 3) Print and Digital Campaign Examples; 4) Brand Video Multi-Media Campaign Focus on experiences, personal storytelling, ambassador sharing and multi-media marketing attracts more than 2 million visitors annually.

SUCCESS STUDY: LEISURE DESTINATION. Middleton: Rebranding Success Study

“Like Nowhere Else.”

Niche Experiential Marketing Focus on the strengths of the County including music, the arts, outdoor recreation and food; recruit ”Innsiders” (influencers) to provide niche storytelling; develop multi-media promotions to build database .

SUCCESS STUDY: LEISURE DESTINATION. Middleton: Rebranding Success Study

“Like Nowhere Else.”

Social Media & Video Marketing Significant focus on social media storytelling and video experience marketing with explosive engagement and follower growth.

Middleton: Rebranding Success Study

Rebranding Example: “C’mon In.” Nationally praised desti ation creative excellence. Times 450.

FOND DU LAC AREA CONVENTION & VISITORS BUREAU REBRANDING INITIATIVE

WATER WELCOMING RESURGENT CONVENIENT AFFORDABLE RECREATIONAL ASPIRING

Choose your island. Choose your beach. Choose your style . fond du lac area convention & visitors bureau REBRANDING STYLE GUIDE

Thequestionisn’twherewillyoutakeyourvacation?It’sreally:wherewillyour vacation take you? With four legendary Sanibel and Captiva Islands beach resorts, 125-plus luxury vacation rentals, five restaurants, two marinas, a day spa, water sports and more — you can enjoy one vacation delight after another. After another. After another. So come, park yourself at any Sanibel CaptivaBeachResortsorVacationRentals.It’sallhere,whereveryoumaystay.

Sanibel&Captiva Island,Florida SanibelCaptivaBeachResorts.com

Rural Midwestern Community Destination: Clockwise from Upper Left: 1) Logo and Messaging: 2) Website Landing Page; 3) Brand Sh pa and 4) Visitors Guide.

Official Beach Resorts Campaign: Clockwise from Upper Left: 1) Unique Logo and Messaging: 2) Website Feature 5 Lodging Brands, 4 Restaurants, 2 Marinas, 1 Spa; 3) Print and Digital Campaign Examples; 4) Brand Video

DEVELOPED AND PRODUCED BY NOISE, INC. ©2012 COPYRIGHT NOISE, INC.

Middleton: Rebranding Success Study

Rebranding Example: “Picture Yourself Here.” Nationally praised destination creative excel ence. Times 450.

Choose your island. Choose your beach. Choose your style .

Thequestionisn’twherewillyoutakeyourvacation?It’sreally:wherewillyour vacation take you? With four legendary Sanibel and Captiva Islands beach resorts, 125-plus luxury vacation rentals, five restaurants, two marinas, a day spa, water sports and more — you can enjoy one vacation delight after another. After another. After another. So come, park yourself at any Sanibel CaptivaBeachResortsorVacationRentals.It’sallhere,whereveryoumaystay.

Sanibel&Captiva Island,Florida SanibelCaptivaBeachResorts.com

Rural Midwestern Community Destination: Clockwise from Upper Left: 1) Logo and Messaging: 2) Website Landing Page; 3) R branding Style Guide and 4) Visitors Guide. Midwestern Community Destination: Clockwise from Upper Left : 1) Logo and Messaging: 2) E-blast Marketing; 3) Website; 4) Digital Ad and 5) Point of Sale Promotional Signage.

Official Beach Resorts Campaign: Clockwise from Upper Left: 1) Unique Logo and Messaging: 2) Website Feature 5 Lodging Brands, 4 Restaurants, 2 Marinas, 1 Spa; 3) Print and Digital Campaign Examples; 4) Brand Video

Middleton: Rebranding Success Study Nationally praised destinat Success Study: “The per

Rebranding Example: “The Perfect Climate for Success.” SUCCESS STUDY: ECONOMIC DEVELOPMENT. The perfect climate for success.

SUCCESS STUDY: ECONOMIC DEVELOPMENT. The perfect climate for success.

Th di le pl Th of Pe evi sy to po th ar Th for at

SUCC

re re lif

SUCCESS. AMPLIFIED.

A strong, powerful new brand name, brand mark, brand story, brand promise and brand standards — all integrated into web, digital and more.

Rebranding (2011)

!

Florida Community Destination (Economic Development): New Brand Icon; New Brand Message; Brand Sherpa, New Website.

Middleton: Creative Team Destination Portfolio

Visit St. Pete-Clearwater: “Live Amplified.”

St.Pete/Clearwater,onFlorida’sGulfcoast,welcomesyouwithAmerica’sbestbeachesandwave afterwaveofamp-edupexcitement.Hangouton ClearwaterBeach,voted#1 intheU.S. in2016by TripAdvisor. TemptyourtastebudsatTheMill inDowntownSt.Pete,votedFlorida’sbestnew restaurant. OrexperiencethesurrealdazzleoftheDalíMuseum.Yourvibe ishere. VisitStPeteClearwater.com/LGBT i itStPeteClearwater.com/LGBT

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Print Executions

Middleton: Creative Team Destination Portfolio

Visit St. Pete-Clearwater: “Live Amplified.”

Outdoor, Out of Home

Middleton: Creative Team Destination Portfolio

Visit Orlando: “The Never Ending Story.”

he best escapes are the onesthatetchthemselves so deeply in our hearts that we can relive them over and over.

he Uniquely Orlando Sweepstakes.

Shareyour storyandenter forachance towinan unforgettablevacationat OrlandoStories.com

eopen to surprises. Let joy run free.Makememories tocherish.

the Never Ending Story ®

Enter at

Contact aVirtuoso® travel agent today to book yourOrlando vacation.

Print, Outdoor, Out of Home

Middleton: Creative Team Destination Portfolio

Visit Orlando: “The Never Ending Story.”

Clockwise from Upper Left: 1) Web; 2) Digital Banners; 3) Broadcast; 4) Social

Resources

Provide a brief description of additional resources we may require

SUCCESS. AMPLIFIED.

Middleton: Additional Resources

Additional elements to success.

NOISE prides itself on 50-plus in-house services that we provide at the highest quality and value. Additional resources we would call on to enhance Middleton success include:

SUPPORTING LOCAL VENDORS AND PARTNERS NOISE will first and foremost seek to support Middleton members or companies. For photography, we would create a public relations “talent event” — through traditional and social media — and look to identify real people from the local community to participate as print talent and perhaps video talent. For video production, we would ask video partners in market to either submit examples or shoot an original raw file either 30 or 60 seconds, to demonstrate their talents. We would then negotiate to your best interests. Specifically, these partners might include:

★ Local or Regional Photography ★ Local or Regional Videography ★ Local or Regional Printers ★ Local or Regional Talent

★ Local or Regional Media Providers or Producers ★ Local or Regional Audio Engineers or Producers ★ Local or Regional Hospitality Partners (for branding, marketing or promotional purposes)

References

Provide a list of three references associated with destination and travel assignments

WORDS, LOUDER THAN ACTIONS.

NOISE: References

Endorsements: Don’t take our words on it, take theirs.

Individuals who can speak to the experience, expertise and excellence of NOISE Inc. include:

TONY LAPI PRESIDENT & CHAIRMAN OF THE BOARD SANIBEL CAPTIVA BEACH RESORTS LLC

FORMER CHAIRMAN OF BOARD, VISIT FLORIDA Tlapi@SanCapBeachResorts.com | 239.472.5161 15951 Captiva Drive | Captiva, FL 33924 | 2005-Present Mr. Lapi hired NOISE Inc. in 2005, and today we embark upon 15 years as branding and marketing partners serving his four resorts, vacation rental company, five restaurants, two marinas and spa.

TAMARA PIGOTT EXECUTIVE DIRECTOR

BEACHES OF FORT MYERS & SANIBEL Tpigott@LeeGov.com | 239.338.3500 2201 Second Street #600 | Fort Myers, FL 33901 | 2010-Present Ms. Pigott has worked with NOISE as a travel partner since 2010, both with NOISE Inc. and with COASTE Magazine, a production of NOISE. SUSANNAH COSTELLO VP OF GLOBAL BRAND VISIT FLORIDA (FORMERLY) Scostello13@gmail.com | 860.335.9737 4400 W. 46 th Avenue | Denver, CO 80212 | 2015-2019 Worked collaboratively with Squires-Swanson relative to media strategy, planning and buying, Integrated global campaign development, co-op program development, partner presentations.

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