imaj associates Response to: Rhode Island Department of Educa5on RFQ Race to the Top – Early Learning Challenge Grant March 15th, 2013
March 15, 2013
LeZer of TransmiZal About Imaj Associates Experience and Exper5se: Educa5on Clients & Projects Human Service Clients & Projects
Awards and Recogni5on Similar Projects/Clients Providence Schools The College Crusade Rhode Island Housing
RFQ Response: Objec5ve Staﬀ Overview Exis5ng Capacity Project Plan and Timeline Budget References
Contact Details Key Personnel CVs
It’s not oHen we ﬁnd an opportunity to bid on work that so clearly ﬁts with our fundamental beliefs and exper5se. Imaj has extensive experience in graphic design, website design and integrated marke5ng communica5ons strategies -‐ working with both exis5ng brands and with new ones. We have a substan5al body of work in the Human Services area and in par5cular, educa5on, along with over twenty years of involvement and ac5vism in the area of early childhood educa5on. As an organiza5on, we have developed a rare combina5on of skill sets which combine thoughWul design with outside-‐the-‐box crea5vity, strategy and enlightened innova5on. We apply these skills to everything we do. In the pages that follow, we have provided a thorough response to the RFQ for Graphic Design Services for the Early Learning and Development Standards documents and materials. On behalf of Imaj Associates, I thank you for the opportunity to provide this proposal and hope to meet you in the near future to explore the beneﬁts of working together. Sincerely, Jami A. OuelleZe President and Brand Manager
About Imaj Associates A Rhode Island-‐based company for the past 26 years, Imaj Associates (formerly Im-‐aj Communica5ons & Design, Inc.) is an interna5onally recognized, integrated planning, marke5ng communica5ons and branding ﬁrm. Imaj has been responsible for the research, strategy and development of strategic plans, and outreach and communica6ons plans for educa6on reform eﬀorts including the very successful READY awareness campaign, designed to spark a movement among Providence students, parents, educators and community members toward changing how Rhode Islanders think about educa5on. From our work within public educa5on, special educa5on (through ten years as the agency for Mee5ng Street) and private educa5on, our understanding and ability to communicate early learning and development standards through design is unmatched. We are a full-‐service ﬁrm oﬀering excep5onal crea5vity, on 5me and on budget. Imaj Associates is a privately held, 100% Woman-‐Owned Minority Business Enterprise.
Combining the top strategic and crea6ve minds to develop highly eﬀec6ve results, including: • • • • • • • • • • • • •
award winning graphic design communica5ons research and strategy development stakeholder engagement public educa5on strategies messaging and planning public and media rela5ons brand crea5on, design and fulﬁllment adver5sing and collateral development crisis communica5ons public aﬀairs/government rela5ons support event and commiZee organizing and support marke5ng communica5ons planning and strategies web development and design and emerging technology marke5ng.
Mo6va6ng change through strategic communica6on & design Imaj has developed a reputa5on as the go-‐to agency for challenging work. Whether developing a process and strategy to change ahtudes surrounding educa5on, housing or healthcare issues; to rally the community to act on a given issue; successfully crea5ng a change in the expecta5ons of the students, teachers, and schools; changing the way a popula5on perceives an issue plagued by s5gma such as aﬀordable housing; or developing strategic communica5ons and/or marke5ng plans to achieve those goals – we have successfully created strategies and outreach campaigns to mo5vate a fundamental shiH in the way people think and in what they believe. Our methodologies have been proven 5me and again to garner results. Our staﬀ has experience running tradi5onal and social media campaigns for everything from non-‐proﬁts and quasi-‐public agencies, to small to large companies, consumer brands and major retailers. We have a proven track record of successfully communica5ng with diverse audiences about sensi5ve issues, par5cularly those related to educa5on and community revitaliza5on.
Experience & Exper6se
Graphic design Social media/web ini5a5ves Educa5on experience ShiHing beliefs and behavior Human Service Client mix Educa5on Housing/Community Environment Healthcare
Imaj & Educa6on Providence High School Redesign Project The College Crusade of RI (formerly the Children’s Crusade for Higher Educa5on) The College Access Alliance READY (Raising Expecta5ons and Discovering Our Youth) PEEC (Providence Educa5onal Excellence Coali5on) University of Bridgeport Brown University Bishop Hendricken High School Quest Montessori Mee5ng Street University of Rhode Island Boston College Rhode Island College The Annie E. Casey Founda5on MoZ Founda5on Nellie Mae Founda5on Providence College Rhode Island School of Design Bryant College The Providence Center Rhode Island Department of Educa5on
An indelible part of the Rhode Island community for over 26 years
Human Service clients Housing/Community: • Rhode Island Housing • Keep Space • LISC • Crossroads • Travelers Aid • Mee5ng Street • Rhode Island Founda5on • NSFRE/Planned Giving Council Environment: • TetraTech • SafeWater • CleanScape • Save the Bay • Buzzard’s Bay Coali5on • Westport River Watershed Alliance Healthcare: • Lifespan and Lifespan Founda5ons • Lown Cardiovascular Founda5on • New England Medical Center • Care New England • Hasbro Children’s Hospital • Boston Psychoanaly5c Society & Ins5tute • Integrated Assessment Services
Boston Psychoanaly6c Society & Ins6tute Website: CMS Backed, Wordpress based redesigned & developed by Imaj
Rhode Island Housing: Community Insight, printed newsleMer developed for community engagement
Rebranding Collaterals– The Poverty Ins6tute is now the Economic Progress Ins6tute
Awards & Recogni6on We haven’t run out of room yet, but we have had to move things around a bit to ﬁt everything. Imaj does award winning work. And some5mes we remember we have to submit that work to compe55ons in order to get the awards and recogni5on. But the reality is that we do award winning work every day. Day-‐in and day-‐out. Whether it’s eleva5ng the ubiquitous to the unique, or simply comple5ng a mental puzzle, Imaj consistently drives home the point with solid, relevant design and communica5on. But of course, at the end of the day, who doesn’t like a shelf full of preZy shiny things?
Imaj is the proud recipient of hundreds of na6onal and interna6onal awards • • • • • • • • • •
New England Society for HealthCare Communica5ons (NESHCO) Awards Na5onal Council of State Housing Agency (NCSHA) Awards Service Industry Awards (SIA) Telly Awards Communicators Crea5vity USA Awards American Graphic Design Awards ACI Awards MarCom Summit Awards
In addi6on, our work has been published in renowned magazines hardcover books including: • • • •
The Big Book of Logos The Big Book of New Design Ideas Graphic Design USA American Corporate Iden5ty
• Ready Case Study Case Studies READY: Raising Expecta6ons and Discovering Our Youth Project Scope: Crea5on, branding, communica5ons and engagement In 2003, the Rhode Island Children’s Crusade for Higher Educa5on and the Providence School Department had undertaken an enormous task – to completely redesign the city’s failing high schools. And they wanted the public’s help, understanding, input and support. This was no small task as every audience had a diﬀerent level of expecta5on when it came to educa5on: from what should be expected of the schools and teachers to what should be expected of the students and parents. Every audience and segments thereof also had diﬀerent levels of percep5on. The experiences and situa5ons varied so greatly that it was impossible to start with a campaign, much less ask for help. Furthermore, language and cultural barriers were vast. Im-‐aj started by crea5ng an integrated marke5ng communica5ons strategy which began with thorough research, focus groups and “living room/kitchen conversa5ons” with many of those aﬀected by Providence schools. Not only did we learn an immense amount about ahtudes, problems and situa5ons, we also began to establish rela5onships with those involved. In fact, many contacts ul5mately became involved in the solu5on as a result of the empowerment they felt for the ﬁrst 5me regarding their own children’s educa5on and the system and people that determined its eﬀec5veness. While many issues came to light, one thing became clear: we not only had to convince the public that the high schools could be beZer, we had to change the ahtudes and expecta5ons of everyone involved – the teachers, the parents and the students themselves. The ﬁrst step was the crea5on of a targeted, meaningful name and graphic iden5ty – READY: Raising Expecta5ons And Discovering our Youth. Next we got the students and families involved through an unprecedented, well-‐publicized design compe55on and special event that, for the ﬁrst 5me, gave the students a “voice” in their educa5on. Through ﬂiers hung everywhere from laundromats to grocery stores; posters at schools; direct mail to students designed using each school’s colors; school newsleZer ar5cles; church bulle5ns and a dedicated micro website, we solicited more than 200 student entries for the compe55on to crea5vely present their ideas on the need for school reform, through works of art, poetry, essays, videos and performances. This approach electriﬁed the intended audience and engaged them in a profound way. By solici5ng WJAR-‐10 as a sponsor for the end event, we secured excellent earned publicity and support. Students’ works were displayed and performed at the special event, which was incredibly well aZended by students, parents, school oﬃcials, community leaders and the media. Later, the entries were circulated through schools and libraries. Many things were learned and many solu5ons brought to light. Surprisingly for some, students wanted and expected to be held accountable for beZer educa5on but also felt that the expecta5ons of them to do so were very low. We then set out to educate the teachers and parents by crea5ng a rubric based on the opinions and experiences of youth and what they needed to truly succeed, and communicated this and the merits of READY in ensuring their success. This educa5on took place at home coﬀee socials; in organized ‘Study Circles' comprised of diverse groups of teachers, students and concerned community members; in compelling adver5sing and email campaigns; and through editorials, op-‐eds, television news stories and community reports (in several languages). One hundred parents joined together in kitchens throughout Providence, and more than 250 people par5cipated in Study Circles – all raising what came down to the same three main concerns: quality instruc5on, school culture and what and how kids are learning. The ﬁnal report was announced at a major press conference and distributed to every family with a child in a Providence high school as well as community, poli5cal and business leaders. The views and solu5ons ul5mately became the redesign strategies the school department has been implemen5ng – in fact, separa5ng the larger high schools into smaller, more focused schools was one of the students’ solu5ons. This process began in several schools but was, unfortunately, put on hold with the change of educa5on leadership. The READY marke5ng communica5ons plan, brand and communica5ons materials went on to receive interna5onal award recogni5on, including the pres5gious American Graphic Design and Communicator Awards.
JEFF: NEED BETTER VISUALS
• Rhode Island Housing
Objec5ve We understand and believe RI needs to and can build the systems that increase access to quality early care and development programs for the State’s highest need children. Ul5mate goal: This quality early learning system is impera5ve to increasing school readiness and overall child outcomes for the youngest learners in our state.
FROM JAMI’S NOTES – will rewrite and edit
Jami A OuelleMe Published author, graphic designer and strategic planner Jami is the founder and driving force behind one of the region’s foremost strategic marke5ng communica5ons, media rela5ons, branding and design ﬁrms. Her na5onal and interna5onal recogni5on has included awards for branding, marke5ng communica5ons strategic plans, adver5sing, interac5ve media, ar5cles and collaterals. • Crea5ve director and graphic designer • Integrated marke5ng communica5ons strategist • Media Rela5ons • Photographer
Jami is the proud recipient of numerous non-‐proﬁt recogni5on awards including The Children’s Crusade Friend to Children Award, The College Crusade’s Partner in Philanthropy, and The Mee5ng Street Walter Cryan Award. •
See Jami’s aZached CV
Jeﬀrey Morse AHer a decade of experience as a graphic designer, adver5sing writer and photographer, Jeﬀrey returned to school and earned his MBA in Finance at Bryant University. For the next 12 years, he played a key role in star5ng and building Adheris, Inc, a healthcare data-‐management and analysis company based in Boston. His contribu5ons ranged from soHware design and development and data analy5cs, to sales, marke5ng, accoun5ng, and ul5mately leading the web development team. Building the business from an idea to an industry-‐leading ﬁrm in the prescrip5on drug compliance industry with over $100 million in annual revenue, he helped grow and posi5on the company for a highly successful sale in 2006 for over $80 million. Adheris’ prescrip5on adherence programs and data analy5cs con5nue to lead the industry.
COO Web Design & Development Data Analysis Lead Photographer Clearly believes that he who dies with the most lenses wins.
From there Jeﬀrey combined his two greatest strengths and passions, joining Imaj as COO while serving as in-‐house photographer. With his depth of experience, Jeﬀ not only brings opera5ons, analysis and business development exper5se, he balances that with rare crea5vity, and cuhng edge informa5on technology knowledge. The result has aﬀorded a long-‐standing crea5ve ﬁrm a beZer understanding of the needs of our clients and a fresh perspec5ve toward bringing ideas to market successfully. •
See Jeﬀ’s aZached CV
Ka6e Schibler Ka5e began her career with Im-‐aj Communica5ons & Design in 1997 working on Lifespan and con5nues her great work as a Client Services Manager for Imaj Associates. In addi5on to working for Imaj, she has also worked for TracyLocke, DDB, Source Marke5ng and Sony Computer Entertainment America. She has led integrated marke5ng campaigns across a spectrum of clients from Pepsi and Clorox to TetraTech & Safewater RI, the Boston Psychoanaly5c Society & Ins5tute (BPSI) and Integrated Assessment Services. Ka5e’s extensive experience in all facets of marke5ng and with non proﬁts as well as large clients brings to bear authen5c understanding and insight into the complexi5es surrounding eﬀec5vely changing ahtudes. Project Manager Relentless aZen5on to detail Believes that if there is a road, it must be travelled
Ka5e is a graduate of Fairﬁeld University, has served on its Alumni Board and volunteers as a career advisor to undergraduate students. See Ka5e’s aZached CV
Other key personnel Renée Isabelle – Art Director Renée holds a ﬁne arts degree in communica5on arts and design from Virginia Commonwealth University, and has 7 years design experience. Moving her way up the east coast, she previously worked at a design studio in Washington, D.C. and then freelanced in publica5ons for Meredith and Hearst Corpora5ons in NYC. Having designed for a variety of corporate, nonproﬁt, professional service, and individual clients, she has experience in handling the design and produc5on of mul5ple projects, as well as working directly with clients and printers. Kris6ne Allard -‐ Senior media rela6ons strategist Writer: press releases and newsleZer ar5cles
Big Picture Thinking for Project-‐based Budgets That’s what people need these days, as the economy squeezes their budgets 5ghter and 5ghter. While it is more important than ever that ﬁrms guide clients through planning, marke5ng communica5ons, branding, promo5ons, fundraising, and design challenges eﬀec5vely and strategically, it’s gehng harder to aﬀord qualiﬁed ﬁrms. In essence, needs are greater and resources more scarce. Many can no longer aﬀord to tackle their branding or marke5ng needs on a large scale. Rather, companies and organiza5ons are being forced to take smaller steps, with the big picture in mind. That’s why we’ve created a new company that “gets” the big picture but can also work on a smaller scale when needed, from research to planning to implementa5on.
Imaj Resource Alloca6on Imaj Associates oﬀers a streamlined approach to services, providing these op5ons: • Supplemen5ng internal departments and/or agencies with exper5se and services needed to ﬁll gaps • Project-‐based services • Fully integrated graphic design, strategic planning, web & online marke5ng, branding, communica5ons, adver5sing, media and public rela5ons, promo5on or development services. We expect that all of the work outlined in this RFQ will be performed by our internal staﬀ. The CVs and job descrip6ons for those individuals are included in this document.
Project Plan and Timeline
Need to blow out
Before developing the Early Learning and Development Standards document and supplemental materials, the Imaj team would ﬁrst conduct our standard discovery process to iden5fy the audiences and messaging for all materials.
Discovery" • •
Mee5ng with state team lead and core team Review of Rhode Island’s Early Learning and Development Standards document
Design selected by RIDE
Copywri5ng and edi5ng of content for materials (w/o 4/15)
Present design/naviga5on for approval
Develop design and theme into the Early Learning and Development Standards document + supplemental materials (w/o 4/22)
Post launch implementa5on support 2 hours a week, maximum of 8 hours total
Review exis5ng/previous case studies and best prac5ces
Audience segmenta5on and messaging
Client ﬁnal approval of all print materials (4/29), revisions
Present three conceptual graphic looks shown in context of a parent guide and poster
Provide all required electronic and print versions of documents as needed for prin5ng
Timing: Approx. 2 weeks Due: April 15th, 2013
Timing: Approx. 3 weeks Due: May 6th, 2013
Budget Detail of Consultant Name
Hourly Rate $
Number of Hours
Total Cost $
Sr. Web Developer
10 Total Request
Explana6on of Other Expenses (i.e. travel, prin6ng, oﬃce supplies, educa6onal materials and equipment) Expense Category
no charge within state unknown, to be determined based on quan55es and ﬁnal design
Prin5ng Copywri5ng & Edi5ng Stock Photography
Unkown at this 5me Usage for royalty free photography, proprietary Imaj photography, etc.
TBD TBD $1,000.00
Budget (con5nued) BUDGET Mul6-‐Year Projects The Contractor es6mates that its budget for work to be performed under this Agreement as follows:
Expense Category salary & fringe beneﬁts consultant in-‐state travel out-‐of-‐state travel prin5ng oﬃce expense telephone educa5onal materials equipment data processing rental Photography
month 1 $-‐ $7,055.00
subtotal Indirect Cost TOTAL
Es6mated Expenditures month 2
$7,205.00 $-‐ $7,205.00
$4,665.00 $-‐ $4,665.00
References The College Crusade of Rhode Island and Nellie Mae Founda6on Mary Sylvia Harrison, former Execu5ve Director of the College Crusade and current Vice President, Nellie Mae 781-‐686-‐7137 firstname.lastname@example.org Boston Psychoanaly6c Society & Ins6tute Carole Nathan, Managing Director 169 Herrick Road, Newton Centre MA 02459 617.266.0953 Ext. 101 email@example.com The College Crusade of Rhode Island Dr. Todd D. Flaherty, Ed.D., President & CEO 401-‐854-‐5500 Ext. 118
Contact Details Jami OuelleMe President and Brand Manager Imaj Associates RI/Mass/Maine Oﬃce: 401-‐491-‐9665 Fax: 401-‐539-‐2350 Cell: 401-‐465-‐0983