To launch and establish a landmark Micro-Showroom
12 East 33rd Street Suite 1000 New York, NY 10016 T 212.679.1212 F 212.679.6284 W csdesignworks.com
September 9, 2010 Debra Larsen Centric Real Estate Partners, LLC 10 East 53rd Street, 24th Floor New York, NY 10017 Dear Debra, It is with great enthusiasm that CS Designworks submits its proposal to Savitt Partners LLC to develop a fullscale branding program for the Micro-Showroom Project at 530 7th Avenue. With Fashion Week underway in New York, the timing of your RFP is especially auspicious. The event is an annual reminder of the powerful allure of fashion – the strength and adaptability of the industry even through difficult and changing times. With the “right” branding and marketing, we see 530 7th Avenue as becoming a force in the industry – “the place” for innovative start-up companies to gain fast, international visibility and credibility in New York’s celebrated fashion district. We are confident that we offer the “perfect” blend of experience and talent to meet your objectives. Not only do we offer many years of experience in developing and executing complex, creative branding and marketing programs for major clients, but we also offer focused commercial real estate expertise. We understand market dynamics and the targeted marketing required to create a buzz and attract the right tenants to a building. We trust you will see the synergies we bring and will be interested in working with us to move through this exciting “discovery process” to determine the full scope of work going forward. You will find us passionate partners in your success who will always be available, deliver on budget and on time – and also exceed your expectations. Thanks again for this opportunity. I look forward to discussing our proposal with you in person.
Sincerely, Nicholas Chiechi President CS Designworks
ABOUT CS DESIGNWORKS
Designworksâ€™ mission is simple: Help our clients achieve success by listening, understanding, collaborating, and designing solutions that stand out in the marketplace. In business since 1991, we understand what it takes to fulfill and exceed our clientsâ€™ goals. CSD, led by Nicholas Chiechi, President, is a New York-based, full-service design firm offering four business solutions to our clients: Web Development, Marketing Communications, Motion Graphics, and Promotional Items. Within each business area the end game is always the same: to help our clients stand out from the crowd, to effectively communicate a message, to portray and reinforce a brand to its audience. Each business discipline strengthens the other. Businesses of all sizes hire CS Designworks primarily because we are thinkers and become valuable partners. CS Designworks has successfully evolved over the years to reflect ever-changing business trends. We have embraced change and will never settle for the status quo; it is simply not accepted within the CSDâ€™s culture. We strive to learn, grow and push the envelope. We stay on top of technological advances but do not dismiss tradtional solutions. We realize technology does not take the place of a sound idea and strategy. It is always the big-picture, the vision, that dictates our approach to solving complex business communications problems.
To think outside the box...
...you must know whatâ€™s inside the box.
As presented in the RFP, CSD understands the objectives of the branding, marketing, public relations efforts of the Micro-Showroom are to: • Educate the fashion, real estate brokerage and media communities of the value proposition of the facility; • Position the Company and 530 7th Avenue as the premier location for “micro-showrooms”; • Attract about 30 potential fashion companies to the facility to achieve continued full occupancy in the shortest possible time frame.
STAGE ONE: Discovery/ Branding, Corporate Identity To create a fully developed branding and marketing strategy, along with a realistic estimate for services involved, CSD would complete a thorough due-diligence phase to determine: 1. Target tenant market: profile and list with emails/addresses of prospective start-up company tenants. 2. Competitive analysis: comparable facilities and branding materials. 3. General market research: Fashion District vacancy rates, rental rates, inducements, lease terms, location advantages, economic outlook, fashion growth markets, wholesale/retail buying trends, etc. Information gathered from the due-diligence or “discovery” phase would lead into the successful completion of Stage #1 and set the stage for all other phases as outlined in the RFP: Branding, Corporate Identity Scope of Work • Assist in determining a project name and creating a logo that compliments the existing corporate identity of 530 7th Avenue. • Create style guide for use of corporate logo across mediums, including, Internet, facsimile, correspondence, signage, etc. • Assist in “templating” corporate documents such as letterhead, invoices, correspondences, notices, etc. TIMELINE: Approximately four to six weeks for full delivery Cost estimate for Stage One:
STAGE TWO: Marketing
CSD respectfully advises that cost estimates for Stage Two will be presented upon achieving a greater understanding of the best and most cost-effective solutions for each line item involved. Ideas will naturally flow from close engagement with the project team, discovery research findings and work completed in Stage One. CSD will make innovative recommendations based on client objectives and bestpractice marketing approaches. Marketing Scope of Work • Assist in creating collateral materials including, flyers, takeaways, direct mailings and e-mailings. • Create ads for use in a variety of mediums including online and print mediums. • Consult on placement of advertising for best possible impact to target market of fashion companies. • Consult and develop social network marketing strategies including Facebook, Twitter and a related blog. • Create signage for use in facility windows. TIMELINE: approximately four to six weeks STAGE TWO: cost estimate: see sample on following page Final budget will be determined upon defining scope of work.
SAMPLE STAGE TWO COSTS
Brochure (8 pager plus cover) Flyers (2 sided) Direct Mailer (3 dimensional) Advertising (ad campaign with 3 ads) Advertising Placement Social media pages: Facebook, Twitter Signage (window signs for space)
$10.000 $5,000 $5,000 $7,500 10% commission $2,500 $2,500
Additional costs if applicable Photography or stock photography Printing and or fabrication Mailing or distribution costs
TBD TBD TBD
The above costs are ballpark to give an idea of agency pricing. Revised pricing will be provided upon full understanding of scope-of-work. The above items reflect CS Designworks. standard workflow including: Design development – we usually present 2-3 design options. Revisions – we typically will provide 3-4 rounds or revisions Production – upon final design, we will provide full copy, artwork development and preparation of files for printing and distribution
STAGE THREE: Public Relations
Since Public Relations is not a “core” service offering of CSD, we would collaborate with a third-party vendor (chosen by the Client or CSD) that brings to the table direct fashion industry experience. CSD would provide all necessary support and direction to ensure brand reinforcement throughout this Stage. This includes but is not limited to copy writing and design for media releases and special event marketing signage, handouts and/or other related promotional tools.
STAGE FOUR: Website & Related Digital Forums As per the RFP, CSE would develop a Company website with a look and feel consistent with Company corporate image. The site would consist of but not be limited to the following functionality: • Brochureware of Company offering including: pictures, interactive floor plans, description of services etc. • Tenant “showcase” and “testimonial” section • Press Room. • Contact Inquiry page connected to database for tracking of inquiries. • Intranet functionality for conference room scheduling, work order submission, invoicing and other paperless communiqué. • Links to 530 7th Site and potential other related sites. • All content to be easily managed by Client. • Development of Facebook, Twitter and YouTube pages and stragegy • Video TIMELINE: approximately six to eight weeks STAGE FOUR: cost estimate: see sample on following page Final budget will be determined upon defining scope of work.
SAMPLE STAGE FOUR COSTS
Phase One: Design Development $7,500 • Research, project management • Two design options showing homepage and sample drill down page views • Develop a site outline which shows the site structure and proposed content • Ascertain technology build • We will revise designs to approval – up to three rounds presented via pdf • Timeframe: up to three weeks Phase Two: Copy Development • Copy development based on approved content • Timeframe: up to two weeks
$3,000 - $5,000
Phase Three: Programming and Implementation $20,000 - $25,000 • Final costs to be determined after phase one • Wireframing: Interactive sampling of pages • Programming: HTML and Flash development • Testing, revisions, going live • Content Management system for media sections (if applicable) • Basic Search Engine Optimization (SEO) • Timeframe: six to eight weeks Total Estimated costs
$30,500 - $37,500
Additional costs if applicable – Intranet component, room reservations etc. TBD – Url registration - ten year $180 – Google analytics web tracking setup $500 – External monitoring and analysis $250 per mo. – Photography or stock photography TBD – One year of web hosting $240 – Registration of site with Yahoo Directory $299 – Maintenance: Upon completion, maintenance is $125 per hour and billed quarterly – Search Engine Marketing (SEM): Will submit under separate cover if interested
Rockefeller Group Business Centers (RGBC) Major rebrand and corporate identity for RGBC including: All corporate literature, advertising, email blasts, event support, signage and in the process of redevelopment of website. Acadia Realty Trust Website development, logotype, marketing collateral, and signage for CityPoint, Downtown Brooklyn, a major mixed-use development. Studley / Argent Ventures Major marketing Initiative for the Manhattan Mall. This included work for the Childrenswear Center to help promote user space. The entire project encompassed Office, Retail and Childrenswear. Scope of work included: marketing collateral, advertising, direct mail. GVA Williams / Salvation Army Real Estate Brand identity, brochure, and website for two high-profile propeties for sale, 18 Gramercy Park South and 135 East 37th Street.
Other notable Projects 500 Fifth Avenue Eleven Madison Fordham Place (Bronx) GW Bridge - Port Authority Sherman Plaza (Washington Heights) 110 Fifth Avenue Westbury Plaza (Long Island) Please see page 15 for visual samples
REPRESENTATIVE Clients Real Estate
Cushman & Wakefield Studley GVA Williams Colliers International Acadia Realty Trust Vornado Argent Ventures H.J. Kalikow & Co. PA Associates Rabina Properties The Rockefeller Group Rockefeller Group Business Centers Rockefeller Group Development Corporation Rockefeller Group Technology Solutions Other Clients Dow Jones & Co., Inc. Wall Street Journal Barrons Bloomberg CPR - International Center for Conflict Prevention & Resolution Empire Blue Cross Blue Shield Columbia University Healthcare Chaplaincy Lenox Hill Hospital Mount Sinai Hospital Business Conflict Management American Folk Art Museum Lincoln Center Roundabout Theatre Company Alitalia Italiatour SRS WorldHotels Con Edison Development
Nicholas Chiechi President/Creative Director, CS Designworks
Nick’s personalized approach to design is evident in the award-winning work produced under his direction. An entrepreneur himself, Nick understands the importance of business missions and identities. His strategy-based forte is addressing unique business challenges in a thoughtful and creative problem-solving manner. Over the years, this has resulted in many dynamic and incredibly successful marketing campaigns and design solutions for both established and emerging companies. Today, his campaigns capitalize on emerging technology and a diverse suite of media formats. Nick’s innovative approach marries careful and well thought-out web strategies with traditional print collateral, video and digital media, promotional premiums and large-scale tradeshow exhibits and displays – all working in concert to achieve his client’s objectives. After graduating from Pratt Institute, Nick began his career in 1985 in a well-respected Manhattan design firm. Classically trained, he worked with a diverse client base and developed a solid appreciation for the benefits that technology can bring to sound design principles. Throughout his career, Nick has brought together superior creative and technology talents including: technology consultants, copywriters, photographers, illustrators, printers, and other specialty experts to support his commitment to excellence. Andrea Kuch President/ Marketing Consultant/ Berkeley Communications, Inc. Founded in 1998 by Andrea Kuch, Berkeley Communications Inc. has an established track record for developing strategic communications solutions for clients covering a diverse range of sectors including retail, manufacturing, real estate, healthcare, post secondary education, and nonprofit organizations. In 2005, Andrea accepted an offer by a valued client to serve as Managing Director, External Global Communications at Cushman & Wakefield, the world’s largest privately held full services real estate firm. Working with a global team, Andrea launched Cushman & Wakefield’s Knowledge Center, initiated distribution and media strategies, published targeted magazines, produced branding brochures and four Annual Reviews, and worked with global service lines to publish ongoing intelligence briefings. In this capacity she formed a dynamic working relationship with CS Designworks. Since restarting Berkeley in May 2009, Andrea and Nick have collaborated on many high-level marketing projects, including the web-based 2009/2010 Annual Review for Cushman & Wakefield, corporate capabilities brochure and business briefings.
Meghan O’Neill Web and Interactive Media Director, CS Designworks
Milena Buscaglia Senior Promotions Advisor, CS Designworks
Milena has managed the Advertising Specialty Institute (ASI) needs of CSD since 1991. In 2002, she joined the company full-time to manage the firmâ€™s growing promotional and event premium business. Milena researches, develops, negotiates, and processes promotional projects through every phase of manufacturing and delivery â€“ much of it conducted through e-commerce. Always on top of the latest trends in promotional premiums and corporate gifts, she uses a web-based national database to access a roster of more than 20,000 suppliers and manufacturers. A go-to source for marketing, sales and event-planning professionals, Milena helps clients achieve their promotional goals, regardless of the complexity of the assignment. Alexa Kuppers-Kantor Designer, CS Designworks Alexa, a recent addition to the CS Designworks team, has a keen eye for a wide variety of print- and web-related design. She is a conceptual thinker with an emphasis in social network marketing strategies. Alexa specializes in identity development and brand strategy, info graphics, interactive design, and social media design and marketing. She can be counted on to bring fresh, new ideas to the table, while respecting established concepts, to develop dynamic yet pragmatic, focused solutions for all client assignments.
Celine Clarke Executive Managing Director Global Corporate Communications Cushman & Wakefield, Inc. Cindy Seidowitz Senior Vice President, Advertising & Event Marketing Studley Howard Watler Vice President Rockefeller Group Business Centers Richard Gross COO Rockefeller Group Technology Solutions (RGTS) Vincent Silvestri COO The Rockefeller Group Carolyn Malinsky PA Associates Molly Brannon Vice President and Director of Marketing CPR â€“ International Institute for Conflict Resolution Contact information can be furnished upon request.
ShermanPlaza WASHINGTON HEIGHTS
ShermanPlaza WASHINGTON HEIGHTS
ShermanPlaza WASHINGTON HEIGHTS