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SPECTRE WEBSITE DESIGN AND DEVELOPMENT PROPOSAL

SUBMITTED BY ADFERO GROUP NOVEMBER 9, 2012

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TABLE OF CONTENTS WEBSITE DESIGN AND DEVELOPMENT 4 5 7 8 10 11 13

EXECUTIVE SUMMARY ADFERO CAPABILITIES FIVE-STAGE PROCESS WEB DESIGN PROCESS TIMELINE PRICING CREATIVE EXAMPLES

ABOUT THE ADFERO TEAM 30 34 36 37 39

THE TEAM WHO WE ARE WHAT WE DO WHO WE SERVE CONTACT US

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EXECUTIVE SUMMARY Thank you for giving Adfero Group the opportunity to submit our credentials and capabilities to Spectre as you seek to redesign your website and further refine your brand. Using our five-step process outlined in this proposal, we will produce a website that promotes Spectre’s mission as providers of the best professional technical services to governments and the private sector. Creative – Our work turns heads and moves the needle. Adfero has beat the biggest and best PR firms in America to win the Sabre Award for best advertising. We invented the awardwinning Virtual March on Washington that helped the US Chamber win the Card Check debate in Congress. We use some of the best artists, illustrators and designers available – from former Disney animators to artists whose work appears in Readers’ Digest or The New Yorker. We never use cookie-cutter tactics, but always employ the most appropriate tactics to get your messages in front of your target audiences. Cost Effective – Adfero is a small business, so we have an appreciation for operating efficiently within an organization’s budgetary limits. One of the main reasons why many of our clients have left bigger PR firms to retain us is because of our ability to deliver more for less. In fact, Adfero charges, on average, 37 percent less than large- and medium-sized PR firms

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in the Washington, DC area. Because we are privately held, we have no holding company pressuring us to bill high rates and long hours in order to deliver high returns to stockholders. That way we can pass our savings onto our clients. Responsive – In a recent poll, Adfero clients gave us a 9.6 out of a possible 10 for responsiveness. Not only do we respond quickly, but we dedicate senior staff to our accounts at a level that is twice the industry average. We pride ourselves on high touch care, and we treat every client as if it were our largest client. Digital Media Experts – When it comes to helping organizations maximize new and emerging technologies to deliver messages and drive conversations that matter, no one surpasses Adfero. We not only do this for our clients; we also teach our competitors. Our educational workshops on online communications have drawn over 1,000 public relations and government relations professionals. Most PR firms have digital divisions. At Adfero, every employee is fluent in using the latest social media tools. In fact, Adfero is partnering with the National Press Club to host “Get PR Smart,” a series of professional development seminars for journalists and communIcations professionals on how to maximize new media tools.


ADFERO CAPABILITIES SEARCH ENGINE OPTMIZATION (SEO) The key to a successful web presence is crafting language, tools and other site elements that take advantage of the technical tools that make the web work. Adfero’s understanding of Search Engine Optimization (SEO) allows us to maximize algorithmic search results for targeted keywords. SEO is best conducted in conjunction with a website redesign. Adfero will conduct an initial SEO audit and develop methods for improving the current site’s search result rankings. While creating the new site, Adfero will incorporate these findings and ensure that all site elements are “search engine friendly,” meaning they are optimized to provide the website the widest exposure to SIG’s target audience. WEB WRITING People read differently online than they do from a printed document. The way information is presented visually has a high impact on how readers take in, process and retain information. With knowledge of the various audiences that visit the Spectre website, Adfero will be able to effectively guide the website design process to ensure content is appropriately presented. We will conduct eye-tracking studies that reveal how readers peruse a page, thus guiding the way we design pages and copy layout. We will employ subtle yet effective writing techniques, such as clear, strategically written microcontent (e.g., headlines, sub-headlines and links) to drive readers to the macrocontent (i.e., the main site page content). DESIGN/COLLATERAL When it relates to collateral material, we believe less is more. Effective collateral cannot overburden the reader with copy.

Rather, text should be direct, brief and where possible, bulleted or formatted to help readers quickly digest the text. Adfero has helped many clients update and refresh their current collateral materials to better reflect their mission and brand. As Spectre redefines its online presence, it will be important to leverage collateral materials. These collateral pieces must include carefully worded text, images that support and complement the text, and a design aesthetic that accurately and creatively relays the Spectre brand identity and mission. As needed, Adfero can assist with brochures, one-pagers, press kits, cards, letterheads, email templates, news release templates, etc. VIDEO/ADVERTISING Adfero has produced numerous high-quality videos for a range of clients including some of America’s biggest companies and prestigious trade associations such as Microsoft, the American Medical Association, American Society of Anthesiologists and the Society of Nuclear Medicine. Adfero has the experience and the expertise to produce videos to highlight SIG’s many valuable assets and services. SOCIAL MEDIA We pride ourselves on our reputation for driving innovation and deploying cutting edge tools to build engaging communities. Adfero brings an independent, strategic mind to choosing which tools and tactics are appropriate for each individual client. Because social media is constantly changing and rapidly evolving, Adfero can provide Spectre strategic guidance and recommendations for how the latest trends and tools can be leveraged to best reach your organization’s goals.

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FIVE-STAGE PROCESS DEFINE THE PROJECT • • •

Discovery Planning Clarification

DEVELOP SITE STRUCTURE • • • •

Current content analysis Sitemap development Webframe and structure User analysis

DESIGN VISUAL INTERFACE • • •

Graphic design Interactive and social media tools Testing and review

BUILD AND INTEGRATE • • •

Scope review Design guide and standards Asset handoff

LAUNCH, TESTING AND BEYOND • • •

User testing SEO audit Compliance review

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WEB DESIGN PROCESS STAGE 1— 1— DEFINE THE PROJECT

STAGE 2— 2—DEVELOP SITE STRUCTURE

STAGE 3— 3—DESIGN VISUAL INTERFACE

The first stage in Adfero’s web design process is to define as best as possible the scope of the finalized microsite. There are three parts to this stage: discovery, planning and clarification.

The next stage in the process is focused on developing a logical structure for the microsite. The first part in developing a site structure is to analyze the current content throughout the website.

The visual design—the look and feel, the graphic interface—is the first experience that the user has with the site. It’s often the first interaction that an individual has with the organization.

First, during discovery, information will be gathered to better understand Spectre’s goals and the various audiences that will interact with the site.

The second part includes creating a comprehensive site map that addresses the current site structure and the organization of content, as well as outlining content-naming conventions.

At this stage, all design elements are created based on the established information design and the tone and goals set forth in the first two stages. The design is approved, refined and tested.

The third part is to outline the site in a page-by-page perspective. This will examine the details of each page and how they work with one another, including wireframes for key pages, navigation structure and naming for buttons and labels.

At the beginning of this stage, site goals are reviewed and the wireframes are used to develop concepts for the various categories of the pages throughout the site.

Next, during the planning phase, Adfero will develop an outline for the entire design process. Finally, during the clarification phase, Adfero will work with Spectre’s to develop a comprehensive set of goals, such as increasing traffic to the site or participation rate by members. This will ensure that the redesign will not only make the site attractive, but more importantly achieve organizational objectives.

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The fourth part is detailing the site from a user’s point of view. Key user paths will be described and matched up against the wireframes to ensure users can seamlessly navigate the site to access information.


STAGE 4— 4—BUILD AND INTEGRATE

STAGE 5— 5—LAUNCH, TESTING AND BEYOND

After initial designs are created, they will need to be refined and optimized against the results of the work in stages one and two.

Once the production of the new microsite is complete, Adfero will conduct stage five of the design process. This stage includes search engine optimization and a plan to maintain the integrity of the microsite design standards as outlined in the style guide.

It is crucial to confirm that the designs are aligned with the content, page flow, navigation and proposed functionality advised during the site structure stage. During this stage, special needs, including pop-up screens, HTML pull-down menus, and other elements involving light scripting, will be discussed. This minimizes the risk of major issues appearing during production. At this point in the process, Adfero will create a detailed style guide that will include established standards for fonts, colors, headers and various other treatments to help maintain the integrity of the design throughout the life of the site.

Adfero will help conduct an initial search engine optimization audit and make recommendations for ensuring good site rankings. Adfero will also write a content publishing manual with tips and standards to improve rankings on an ongoing basis. Additionally, Adfero can help write an organizational plan to regularly monitor and ensure that new content added is on par with design standards.

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ESTIMATED TIMELINE The following outlines the projected schedule for the completion of the microsite development. Please note that a more comprehensive schedule will be developed during the Initial Requirements and Analysis phase. This timeline is subject to change.

Week 1-2 – Initial Requirements and Analysis

Week 3-5 – Design

Week 6-8 – Programming and Development

Week 9-10 – Testing

Week 11 – Launch

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BUDGET The following outlines the proposed scope and pricing. Please note that Adfero did not include a budget for ongoing management, support or promotion post launch. Adfero would be happy to follow up and discuss options with Spectre if needed. Budget is subject to change upon finalization of the scope of work.

STAGE 1 DELIVERABLES • Perform initial requirements analysis and establish final scope • Client spec sheet • Basic project plan

STAGE 2 DELIVERABLES Analyze current Spectre content structure Comprehensive sitemap Wireframes

• • •

STAGE 3 DELIVERABLES • Concept development for page categories • Incorporation of social media tools • Graphic templates for select pages (two homepage concepts and three internal concepts)

STAGE 4 DELIVERABLES • Design guide and standards • Preparation of HTML code, images and style sheets • Assembly/review of available assets and existing content • Implement new templates into Drupal CMS • Content transfer

STAGE 5 DELIVERABLES Beta testing

Website Design and Development Logo Design

$18,750 $1,500

Hosting

$150/month*

*Estimate based on third party hosting solution. Adfero can work with Spectre to determine the best hosting solution based on available budget.

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Creative Examples

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WEB DESIGN/DEVELOPMENT

ATLANTIC COUNCIL

DHS: STUDY IN THE STATES

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4K FOR CANCER

WASHINGTON COULD LEARN A LOT

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WEB DESIGN/DEVELOPMENT

BANKRUPTING AMERICA

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NATIONAL ALLIANCE OF FOREST OWNERS

SOCIETY OF NUCLEAR MEDICINE

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ADVERTISEMENTS U.S. CHAMBER OF COMMERCE

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INDEPENDENT BANKERS OF AMERICA

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BAE/DETICA

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COLLATERAL MATERIALS AMERICAN AIRLINES CARGO

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VIETNAM VETERANS MEMORIAL FUND

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COLLATERAL MATERIALS BRIJOT

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U.S. CHAMBER OF COMMERCE

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VIDEO PRODUCTION

SOCIETY OF NUCLEAR MEDICINE

MICROSOFT

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ABOUT THE ADFERO TEAM

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ACCOUNT TEAM DARREN SCHER VICE PRESIDENT OF INTERACTIVE SERVICES

JASON SIMKO ART DIRECTOR

Darren is the Director of Interactive Services at Adfero Group. Darren manages Adfero’s team of talented designers and interactive developers. The interactive services team is responsible for the production of items ranging from collateral materials to websites to online design concepts. In Darren’s six years with Adfero he has worked on projects for a diverse group of clients, including major trade associations, non-profit coalitions and Fortune 500 corporations.

Jason Simko is the Art Director of the Adfero Group’s comprehensive team. This role includes designing and concepting new branding and advertising strategies, as well as continuing to develop existing marketing communications and public relations campaigns. Jason also manages and utilizes various support staff, and collaborates with account personnel to maintain a steady and efficient communications workflow.

Darren specializes in leveraging cutting edge technologies for achieving the specific goals of each client. He has led projects that range from award-winning interactive advocacy campaigns to the design and development of major association and corporate websites. His expertise in integrating a variety of tools such as open source content management systems (CMS) and proprietary advocacy platforms helps Adfero design custom solutions to communicate effectively. Before he moved to Washington, D.C., Darren taught U.S. history at a parochial preparatory school in New Jersey where he was involved in local politics by working on several city and town council campaigns in Passaic County. After interning on Capitol Hill for Rep. Randy J. Forbes (VA-4), Darren returned to New Jersey to serve as an Executive Campaign Assistant to the candidate during the 2005 gubernatorial primary. Darren holds a B.A. in Political Science from Caldwell College in New Jersey, where he graduated cum laude. He completed his M.A. in Political Management from The George Washington University and is currently working toward a certification in project management from Georgetown University.

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As a graphic designer, illustrator and art director for several businesses and organizations, Jason has developed a unique style that incorporates his freehand talents with experience and knowledge of the latest in design technologies. Earning a Bachelor of Fine Arts Degree from Indiana University of Pennsylvania, and studying under Ranko Novak at The Academy of Fine Arts and Design in Ljubljana, Slovenia, his background in the arts includes many forms of traditional and non-traditional media, as well as art history. With this foundation, Jason began to explore how those same fundamentals can be applied to new forms of communication and design. With over twelve years of professional design experience with a diverse range of clients, that includes corporations, retail, non-profit, government and traditional advertising agencies, Jason has created an authentic and unique style that has consistently proven itself to be successful.


JOHN JONES SENIOR TECHNOLOGIST

TARA VAEZI ACCOUNT EXECUTIVE

John Jones is the senior technologist at Adfero Group. He oversees and leads development of websites and apps. John has built iPhone and iPad apps along with award-winning websites using, among other platforms, the Drupal content management system. John has a talent for pairing innovative technical solutions with complex project needs.

Tara Vaezi is an Account Executive at Adfero Group. Tara assists on a variety of client accounts, such as Microsoft and the U.S. Chamber of Commerce, integrating social media strategies with traditional methods to produce innovative campaigns. Tara managed the redesign of websites for the Society of Nuclear Medicine, 4K for Cancer and the International Franchise Association. She also runs targeted social media advertising efforts for a variety of clients. In addition, Tara works on new business development, designing proposal layouts.

Beyond technical expertise, John is an active contributor to Adfero's blog as a thought leader in interactive strategy. This includes exploring the rapidly growing fields of mobile device usage and web usability. John has also spoken about leveraging Drupal as a communications tool for Get PR Smart, a PR education series co-hosted by Adfero Group and the National Press Club. Before joining the Adfero team, John interned for three years at EXTOL International, a business integration software firm in his hometown, Pottsville, Pa. EXTOL specializes in managing 'big data' for many Fortune 500 corporations. While at EXTOL, John designed and maintained several mission-critical applications using PHP, Java, and Javascript. Additionally, John developed several new features for software in EXTOL's product line.

Before joining Adfero, Tara interned for Sharp Communications, a NYC-based public relations, advertising and design agency. During her time there she honed her skills through work with nonprofit organizations and sport foundations. Prior to that, she worked as a marketing intern at Hagelin Flavors, a flavoring company based in her home state of New Jersey, where she assisted in internal marketing, researching industry trends and brand development. Tara graduated from James Madison University with a B.S. in communication studies, specializing in public relations.

John holds a B.S. in computer science from Dickinson College in Carlisle, Pennsylvania. At Dickinson, John was editor of the campus newspaper, The Dickinsonian, where he managed a team of writers, photographers and editors to produce a weekly paper. While serving as editor in his senior year, John developed an iPhone app for the newspaper to publish stories directly to students' phones.

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SEAN WILLESS WEB DEVELOPER

CHRIS NEIGH FRONT END DEVELOPER

Sean Willess is a Junior Web Developer at Adfero Group. He assists the web development team in producing, updating and maintaining websites for clients. Primarily, Sean works on backend development and upkeep of a Department of Homeland Security contracted website, Study in the States. He has also developed iFrames for client Facebook campaigns.

Chris Neigh is a Web Developer and Graphic Designer at Adfero Group. He assists with the design and development of websites for clients.

Prior to joining Adfero, Sean worked as a Software Engineer for Northrop Grumman Corporations in King George, Va. During his time there, he provided project support for his software development team by designing, implementing, debugging, and maintaining C++ code. Prior to that, Sean worked part time as a Web Developer/GIS assistant at the University of Mary Washington graduate campus.

Prior to joining the team at Adfero, Chris worked as a Designer for JMC Business Systems, an office furniture dealer located in Springfield, Virginia. His primary responsibility at JMC was to create efficient office layouts to meet specific space requirements. Additionally he was involved in the development of a series of web-based forms to help streamline internal processes. Concurrent to his time at JMC Chris worked as a freelance graphic/web designer implementing content management systems such as WordPress, Drupal, and Concrete5, for multiple non-profits and organizations. Chris is a graduate of Concord University where he received a double major in Graphic Design and Studio Art.

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WHO WE ARE ABOUT ADFERO

ABOUT OUR NAME

ABOUT OUR TEAM

Adfero Group is a pioneering public relations firm that integrates sophisticated digital strategies with traditional communications tactics to advance our clients’ public affairs or business agendas. Our novel mix of offline and online tactics helps corporations, associations and government entities communicate effectively in today’s constantly evolving media environment. As new communications methods emerge, we’ll be among the first to master them to ensure your organization is fully engaged in the conversations that matter.

In Latin, Adfero means “to carry or bring news.” In today’s “word of mouth” environment, our name also means we empower others to carry your news.

The Adfero team is comprised of seasoned PR professionals whose diverse backgrounds and experiences form a powerful convergence of skills that are well-suited to serve a wide range of organizations. We not only serve clients – many of us were the client. Our talented team is made up of former: • charitable organization staff • clients • journalists • lawyers • lobbyists • political appointees in federal agencies • presidential campaign staff • senior aides on Capitol Hill • trade association officials

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We not only help our clients communicate important information and ideas, but we also reach their target audiences by employing some of the most advanced and creative techniques available today. We don’t just talk about cutting edge. We live it. Every day.


VISION To become the undisputed strategic communications leader in Washington, D.C.

CORE PURPOSE To create opportunities for people to do what they do best.

CORE VALUES • • • •

Adfero staff are committed to company core values including delivering exceptional services to clients, having fun and giving back to the community through service and financial giving.

Harumbee! We all pull together Learn from mistakes, strive to improve Be responsible for results Respect the dignity and abilities of every individual

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WHAT WE DO ISSUE ADVOCACY POWERFUL WAYS TO PERSUADE PERSUADE THE POWERFUL.

PUBLIC AWARENESS AND EDUCATION RAISING VALUE BY RAISING RAISING VISIBILITY.

Because government actions impact your organization, it only makes sense that your organization impacts the government when necessary. Adfero can help you develop and execute the most appropriate strategy to influence policymakers and shape legislation or regulations at the federal, state and local levels. Our multi-faceted approach employs today’s most effective communications tools to ensure your issues are seen, heard and acted on to achieve positive results.

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Trying to get noticed in today’s chaotic world of information overload can be a real challenge. Whether you are trying to raise awareness about your product, your message or your organization, Adfero can help. It doesn’t matter if you are a Fortune 500 corporation or an entrepreneurial start-up, a small charity or a large government agency - whoever you are, we’ll custom design a communications strategy that is right for you and the audiences you are trying to reach.

CRISIS / BRAND REPUTATION MANAGEMENT GUIDING YOU THROUGH THE STORM FASTER AND SMARTER. When the tide of public opinion threatens to pull you under, the first and most valuable asset to protect is your organization’s reputation. Adfero provides rapid-response crisis management and strategic counsel to guide you to safety. Even before the storm hits, we help our clients anticipate what’s on the horizon, prepare for it and execute a plan custom-designed to minimize brand damage.


WHO WE SERVE It doesn’t matter whether you are big or small, famous or unknown, Adfero will always give you our very best thinking, providing you with the high-touch attention you need or deserve. We’ve been privileged to serve a variety of impressive organizations, including: AARP Airbus North American Holdings, Inc. American Council of Engineering Companies (ACEC) American Tort Reform Association (ATRA) Business Software Alliance (BSA) California Manufacturers and Technology Association (CMTA) Carbon Motors Corporate Crisis Response Officers Association (CCROA) Department of Energy Environmental Defense Grocery Manufacturers Association (GMA) Harris Corporation HealthCare Institute of New Jersey (HINJ) Independent Petroleum Association of America (IPAA) Mazda USA National Association of Home Builders (NAHB) National Federation of Independent Business (NFIB) National Industries for the Blind (NIB) National Petrochemical & Refiners Association (NPRA) National Pork Producers Council (NPPC) NCR Corporation New York Jets Pharmaceutical Research and Manufacturers of America Port Security Council Selective Service System U.S. Chamber of Commerce U.S. Department of Homeland Security U.S. Immigration and Customs Enforcement U.S. Port Police

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CONTACT US ADFERO GROUP 1666 K Street, NW Suite 250 Washington, DC 20006 (202) 333-4444 www.adfero.com CONTACT: Jeff Mascott jmascott@adfero.com Darren Scher dscher@adfero.com

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Spectre