ferguson proposal devin james group

5/20/2018 Ferguson Proposal Devin James Group

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CITY OF FERGUSON (FERG)

8/19/2014 COMMUNITY ENGAGEMENT AND OUTREACH CAMPAIGN

Submitted to: John Shaw, Ferguson City Manager

[email protected]

Produced by:

1306 Lucas Ave., Unit 1008, St. Louis MO 63103
mailto:[email protected]:[email protected]:[email protected]


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DEVIN JAMES GROUP PROPOSAL PAGE 1

Transmittal LetterAugust 19, 2014

Attn: John Shaw, City ManagerCity of Ferguson, MO

Dear Mr. Shaw,

Thank you for the opportunity to work together. As agency of record for HavenHouse STL, a non-profit organization that provides the comfort of home and a community of support for families

traveling to St. Louis for medical care; we organized and implemented a 4 year strategic plan tobuild regional awareness.

We started by winning the support of First Lady and Governor Jay Nixon; County Executive Charlie

Dooley; Senator Rita Days; and Virginia McDowell, president and CEO of Isle of Capri Casinos tochampion the campaign as ambassadors while introducing the new slogan and campaign theme,

"Experience Hope in Action". The new slogan/theme wasnt just a play on words; it was a

movement weaving powerful messages, videos and testimonials of real patients and families intotargeted outreach tactics and events. As with most non-profits, funds were limited so we partneredwith Burger King securing a multi-million dollar value sponsorship that underwrote all aspects of

the marketing, public relations, advertising and event/sponsorship activation campaign throughout

the St. Louis bi-state area including Southern Illinois (metro east).

At the same time on the other side of the state we were retained as agency of record for

Aim4Peace, a City of Kansas City Mo / Dept. of Health evidence-based health approach to reduceshootings and homicides using highly trained violence interrupters and outreach staff, publiceducation campaigns, Neighborhood Action Teams and community mobilization to reverse the

violence epidemic that primarily impacts Youth and Teens.

After winning the support of local community leaders and again Governor Jay Nixon along with

Mayor Sly James, our approach was aimed at simplifying things. We introduced the campaign

with question to the public. {Isnt it amazing how local Kansas Citians give millions of dollars tosave animals and other endangered species, build wells and fountains in foreign impoverished

countries, and preserve rare art forms around the world; but leave their own city divided by gunviolence like its not their problem?} This campaign was a hit and helped us secure a $1.2 milliondollar grant from the U.S. Dept. of Justice to raise awareness for Aim4Peace across adiversified media platform that included traditional media (newspapers, radio, and TV) while also

giving us a much broader audience on the web via social media. Messaging overwhelmingly

concentrated on real life scenarios that people in KC could relate to and we communicated thatthrough printed materials, community events and a video PSA that aired on cable, the web and in

cinemas.

In closing, wed like to thank you for considering the Devin James Group. Were proud of the workwe do for our clients and the results that our collaboration yields. Wed love to extend our

enthusiasm, experience and capabilities to you. Lets rebuild Ferguson together.

Sincerely,

Devin James,Devin James Group Founder/President


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QUALIFICATIONS - COMPANY PROFILE

What differentiates you from other firms in your ability tocomplete this project?

The Devin James Group(a State of TN LLC incorporated in 2004)

works only on behalf of non-profit social causes and governmententities for the benefit of diverse communities. We truly live by our

slogan, Communication that Benefits People andexcel at developing

general market, multilingual and multicultural statewide campaigns

concerning public health and social welfare.

In 2013, we received the PRWeek Exceptional Public RelationsCampaign Award and multi-category nominations for BestMulticultural, Print, TV, and Digital Branded Campaign from theMulticultural National Health Conference in DC for our One Million

Strong 2013 National Awareness Campaign for Fight ColorectalCancer, the leading national advocacy organization for colon andrectal cancers.

What are your qualifications for a project of this size/scope?

We are a growing minority-owned business that is M/DBE certified inMissouri and 22 other states across the United States with 85% of ouragency client load consisting of government contracts with accountsranging in size from $25,000 to $1,000,000.

Our largest single contract for a similar social marketing campaignwas $911,582.00 to manage the Commonwealth of Virginias

Strengthening Families Initiative under contract with the VirginiaDepartment of Social Services.

Financial Stability: As a full-service agency, the Devin James Grouphas managed as many as 70 accounts simultaneously and has neverhad any bankruptcy proceedings. No litigations have ever been filedagainst the Devin James Group. We have a strong balance sheet andno debt.

Agency Size and Locations: 39 Full-time Employees. Memphis -corporate headquarters, additional field offices in Richmond, CA; St.Louis, MO; Glen Carbon, IL; Portland, OR and Seattle, WA.

CLIENTS SERVE


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Resumes for key employees

Devin S. James, Sr. (Project Manager / Creave Director)

PROFESSIONAL EXPERIENCE

As a result of his fathers recent near fatal battle with colon cancer, Devin increased hisagency, the Devin James Group, investment into public health issues and in 2012-13 led anational campaign for Fight Colorectal Cancer (the leading national advocacy organizationon colon and rectal cancers) providing creative direction, bringing in celebrity talent(Sheryl Crow; WBO Middleweight Champion, Peter "Kid Chocolate" Quillin; Charles Kelleyfrom Lady Antebellum; Frank White, 1985 World Series champion from the KC Royals andmany other NFL and NHL players) for national PSAs and appearing on national TV as thenational spokesperson including an appearance at NASDAQ opening ceremony, ESPN, Foxand Good Morning America.

.

Founder/CEO, Creave Director and Brand Strategist, Devin James Group 01/2004 Present

Started the Devin James Group just aer graduang from college as a start -up graphic design

and web development creave rm and developed it into one of West Tennessees strongest

Adversing, PR, Interacve and Markeng rms within 3 years.

Expanded the agency secured government and non-prot accounts in 22 states and

spearheaded the opening of 5 new oces with a team expansion from 10 to 32 employees

Led creave teams in the development of local, statewide, naonal and internaonal

adversing, PR and markeng campaigns since founding the company.

Personally designed and implemented over 300 website initiatives since firm inception.

EDUCATION

University of Memphis BS, Biomedical Engineering 2003

UW Fosters Business School Minority Business Execuve Program Cercate 2014

RECENT HONORS AND AWARDS

PRWeek Exceptional Public Relations Campaign Award for Fight Colorectal Cancer One Million

Strong March 2013 National Awareness Campaign

2013 Rising Star of Kansas City Award by KC Business Magazine

Who's Who in Black St. Louis, Kansas City and Atlanta Recognitions

Recognized by the Memphis Business Journal as one of the Top Advertising, Interactive and PR

Agency CEOs in West Tennessee for the last 5 years.

Several Addy, Webby and other industry awards.


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Amy Falk (Copywriter / Communicaons and Public Relaons)


Highly accomplished business leader with skills to support client branding, market awareness, media

relaons and promoonal partnerships. Signicant experience in strategic planning and eecve

problem solving to enable clients to exceed idened goals and objecves.

Professional Experience

Public Relaons Director at Devin James Group May 2010 -Present

FalkPR, Chicago, IL 1981 2010

President

Established Falk Associates as a full-service public relaons and promoonal markeng agency with

experience in all aspects of commerce and industry. The rm has earned a naonal reputaon for

delivering personalized service to CEOs, markeng execuves and business leaders on a local, naonaland internaonal basis. As public relaons consultants, the agency designs campaigns to enable clients

to reach their corporate goals and objecves.

Deliver creave branding techniques that bring B2B and B2C clients closer to target markets and

posively impact their percepon in the marketplace

Possess strong credenals in media relaons, consistently delivering mely informaon to print,

electronic and online press to generate maximum media exposure

Appraise publicity opportunies as if we are journalist to create eecve, comprehensive presskit packages and related background informaon

Ulize extensive event management skills which allow for invaluable insight during pre -planning

and presentaon phases to assure desired outcome

Bring successful track record in conceptualizing and developing promoonal partnerships which

serve to enhance the clients overall reach and impact

Education

American University, Washington D.C. Bachelor of Science in Criminal Justice Graduated with honors

Awards And Achievements Outstanding Young Woman In America Edwin Shaughnessy Quality of Life Award/PCC

Silver Trumpet/PCC for Special Events


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Robin Payne (Graphic Designer / Art Director)


Art Director/Graphic Designer at Devin James Group May 2012 -Present

Specializing in concept development, graphic and web design and producon for a variety of visual

media such as annual reports, books, brochures, packaging, logos/branding, catalogs, pocket folders

and adversements, as well as web design.

President and Creave Director at Pro Payne Graphics, Inc. January 1991 -May 2012

Pro Payne Graphics Inc. is an award winning graphic design, illustraon, adversing and print

producon studio. We have extensive experience producing a variety of print and web-based materials

such as catalogs, annual reports, brochures, logos, packaging, posters, websites, web banners, etc.

Art Director at Franklin Street Communicaons January 1993 -January 1995

Served as art director for this respected Virginia markeng communicaons rm. Managed large

healthcare accounts including Danville Regional Medical Center and the Medical College of Virginia.

Responsibilies included: developing all Danville Regional print collateral, including the hospital

identy, image brochure, paent handbook, service line brochures, newspaper adversements,

outdoor boards and a complete physician recruitment package.

Senior Designer at Invisions, Ltd. 1987 -1992

Senior level designer for Invisions, Ltd., a leading Mid-Atlanc consultant rm specializing in a wide

range of corporate communicaons and print materials. Responsibilies included creave concept,

design and producon of corporate communicaon materials such as annual reports, identy systems,

newsleers, posters, markeng publicaons and brochures. Managed all aspects of projects including

direct interfacing with clients and vendors, budget esmang, invoicing, project scheduling and print

producon coordinaon and supervision. Art directed major photography assignments and

illustraons. Experienced with all aspects of the Macintosh computer, including preparaon of

mechanical art on disk which was provided to printers. Paral client list included: Marrio Corporaon;

Riggs Bank; Entre Computer Centers, Inc.; PHP Healthcare Corporaon; Fannie Mae; The JBG

Companies; The Hospital for Sick Children

EDUCATION

Virginia Commonwealth University -Bachelor of Fine Arts, Communicaon Art & Design

HONORS & AWARDS

Print Excellence and Knowledge (PEAK) Award, Print Magazine Design Award / Best Logos and Symbols


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Mike Johnson (Videographer / Moon Graphic Arst)


Video Director / Animaon/Moon Graphic Designer at Devin James Group January 2008 -Present

Mike is a seasoned media professional who specializes in photography and HD video

production. His experience includes corporate event photography and video production and he

lensed/managed all DJG client PSAs and commercials over the last 6 years since he graduated

from college. He has been instrumental in our development into producing award-winning

video work. You can see is work on all over the DJG and client websites.

EDUCATION: Lincoln Chrisan University-BA Music 2007

Phillip Maenpaa (Videographer / Director)


Video Director / Director / Editor at Devin James Group June 2012 -Present

Having produced and directed many of our commercials, music videos, feature length films

and short films Phillip is regarded as a promotional video expert he speaks as a keynote

speaker in a number of business building workshops in the Midwest, particularly in St. Louis,Milwaukee, and Chicago.

Videographer and Creave Director at Mahias Films January 2001 -May 2012

Phillip founded Matthias Films in 2001 and had been working with a number of localbusinesses, entrepreneurs, and non-profit groups. He helped capture the attention theirtarget audience by provide a unique and creative outlook to promote the message at hand.

EDUCATION: University of Wisconsin -Markeng


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PROPOSED SERVICES - TECHNICAL PROPOSALTASK #1: PROJECT KICK-OFF / DEVELOP ENGAGEMENT CAMPAIGN WORKPLAN

Timeline: August 19-22, 2014

The purpose of the project is to assist the City of Ferguson and neighborhood communitiesto implement low-cost or no-cost strategies to help them bounce back from this

unfortunate tragedy and become more resilient in future years.

The first phase of the development process is geared toward understanding yourorganization, project requirements, communication objectives and goals for theengagement campaign beyond basic descriptions. We want to understand the needs andrequirements for the project to put together the most appropriate project work plan toguarantee success.

This involves a kickoff meeting with your leadership team and ours, interviewingstakeholders; evaluating existing documents, research and assets; and identifying newassets that must be created. This phase culminates in a project work plan andrequirements document that contains an outline for the project including a detailed

timeline and responsibilities from each team. (See work plan example below)

To make client communication easier, the Devin James Group uses Basecamp, an onlineproject management portal. This easy-to-use system allows our team and yours theability to instantly view and share messages, files, document changes, status reports,checklists and more with the click of a mouse. This system is much more reliable thanemails and eliminates the frustration of trying to figure out who sent what emails and thecontents of the emails by providing daily and weekly recaps.


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Once the work plan is finalized we will have built-in review points and deliverables toensure decisions are well-informed. In addition, the work plan is broken up into a to-dolist that is entered into the project management software which automatically updatesyour team and ours for each deliverable. That way everyone on the project is on point.

TASK #2: OUTREACH STRATEGYTimeline: August 19 29, 2014

Going back to our slogan, Communication that Benefits People, sums up our approach toyour community engagement strategy. So before we start developing your tactics weconduct CollaborativeStrategic Planning (CSP) sessions.

The CSP session is part of your work plan development and is conductedsimultaneously. Most campaigns have a huge disconnect between the work plan andthe actual implementation tactics because teams rush into producing items. The purposeof these sessions is to make sure that every outreach tactic we execute on your behalf isin-line with your voice using a unified messaging theme that can be broken up intoseparate functions or tactics.

TASK #3: OUTREACH TACTICSTimeline: August 19 September 19, 2014

Key Objectives:

Develop a campaign that drives community participation and diffuses violent protest

Effectively reach diverse audiences and secures strong endorsements and support fromkey stakeholders and the community

The campaign will include, but not be limited to, the following components:

1. Building support among community and stakeholder groups to encourage peaceand a cool down period instead of more protest

2.

Comprehensive campaign plan prior to launch, hands on execution assistancethroughout the campaign that may include timely adjustments to effort andstrategic counsel throughout the campaign.

3.

Creating, monitoring and updating a detailed outreach calendar.

4.

Creating outreach materials and providing outreach training and/or logisticalsupport to City of Ferguson staff and key stakeholders.

5. Close coordination with CommonGround PR; Public Relations vendor.

6. Monthly campaign assessment and measurement components (pre-campaign, atthe mid-point of the campaign and post campaign) to evaluate efforts.


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APPENDIX 1 - PAST SAMPLE DELIVERABLES

FIGHT COLORECTAL CANCERNational Unified Message Campaign for Leading National Advocacy Organizationfor Colon Cancer

Scope and Goal of project:

As Creative/PR agency of Record the Devin James Group launched and managed a unifiedmessaging campaign as a platform that supported local and national awareness effortscalled One Million Strong. The campaign had multiple target audiences but the core

vulnerable population was minorities and general market age 40-65, as well aspeople with a family history of the colorectal cancer disease.

1.

Raise social consciousness about colorectal cancer to increase screenings for AfricanAmerican individuals aged 40-65 for this preventable cancer and saves lives.

2.

Capitalize on their existing on-line community; build partnerships, and expanding itto reach full potential.

3.

Identify champions with personal connections to the disease in cities across the

country, disseminate materials with local colorectal cancer groups across the

country and feature genuine stories to foster a deeper connection with the target

audience in each local market.

How was success measured?

To date the campaign has received more than $3.5 Million dollars of publicity value basedon advertising equivalency; received the PRWeek Exceptional Public Relations Campaignfeature and award, and received multi-category nominations for Best Multicultural, Print,TV, Digital and Branded Campaign from the Multi-cultural National Health Conference inWashington, DC.

Celebrity TV/Video PSA Production- We secured celebrity ambassadors like Peter Kid

Chocolate Quillin, WBO Middleweight Boxing Champion, Charles Kelley, singer of Grammy

Award-Winning Country Music trio of Lady Antebellum, KC Royal World Series Champion,

Frank White, various players from the Tennessee Titans NFL team and many others

professional athletes to appear in a series of PSA's we developed that premiered at the

signature kick-off event we produced in NYC on Times Sq. March 1st. 2013.

Media Hits

Secured 220 national story placements in Print/Online in various local markets includingKC Magazine and nationally ESPN.com, NY Times, USA Today, ABC News, and GoodMorning America.

TO SEE CAMPAIGN VIDEO PRODUCTION VISIT:

http://www.devinjamesgroup.com/videos/
http://www.devinjamesgroup.com/videos/http://www.devinjamesgroup.com/videos/http://www.devinjamesgroup.com/videos/


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National Magazine PSA Ads

Facebook Results1. 749k impressions on FaceBook during month of March (Facebook ads posted ontimeline)

2. Gained over 4,000 new fans to the fan page during month of March (doubled to 8616) and 1168 were added on March 1st, the day of the kickoff event in NYC

Twitter Results1. Increased Twitter followers 1115 to 2491 and #1MilStrong hashtag had

exposure of reaching 371,280 people the day of the event coming from 351tweets including tweets from Good Morning Americas Sam Champion, WBOMiddleweight Boxing champ Peter "Kid Cholocate" Quillin and Grammy Award-winning Country Music Group, Lady Antebellum.

Website Design and Digital Media


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Infographic and Toolkit Design

Please download the Booklet Design Folder using the link below to view each bookletShort URL -http://goo.gl/BKW2pu
http://goo.gl/BKW2puhttp://goo.gl/BKW2pu


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CITY OF KANSAS CITY HEALTH DEPARTMENT - VIOLENCE PREVENTION CAMPAIGN

Aim4Peace is an evidence-based health approach to reduce shootings and homicides using

research, highly trained violence interrupters and outreach staff, public education

campaigns, Neighborhood Action Teams and community mobilization to reverse the

violence epidemic in Kansas City, Mo.

Through research Aim4Peace focuses on

the neighborhood factors that most often

contribute to violent crime, helping those

who are considered at the highest risk of

committing offenses due to their living or

employment situation.

Scope and Goal of project:

Our approach was aimed at simplifying

the research and developing a campaignthat hit home with people all over thecity. Isnt it amazing how local Kansas Citians give millions of dollars to save animals andother endangered species, build wells and fountains in foreign countries, and preserverare art forms around the world; but leave their own city divided by gun violence like itsnot their problem? Philanthropy and preserving art are not more important thanpreserving life.

After winning the support of local community leaders, Mayor Sly James, and Governor

Jay Nixon this campaign helped us secure a $1.2 million dollar grant from the U.S.

Dept. of Justice and raise awareness for Aim4Peace across a diversified media platform

that included traditional media (newspapers, radio, and TV) while also giving us a muchbroader audience on the web via social media.

Messaging overwhelmingly concentrated on real life scenarios that people in KC could

relate to and we communicated that through printed materials, community events and a

video PSA that aired on cable, the web and in cinemas.

Link to video:http://www.devinjamesgroup.com/work/kc-health-dept-violence-

prevention-campaign/
http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/http://www.devinjamesgroup.com/work/kc-health-dept-violence-prevention-campaign/


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PHILAPELPHIA DEPARTMENT of PUBLIC HEALTHSODIUM REDUCTION AD CAMPAIGN

The Philadelphia Department of Public Health recently retained the Devin James Group todevelop an awareness campaign that could be scalable in terms of budget and outreach to

educate African Americans, aged 40-60, who may have hypertension, diabetes, high bloodpressure, or chronic kidney disease about the effects of too much sodium in their diets.

The main purpose of this initiative was influencing a positive change in thought processand consumer behavior to reduce sodium intake while shopping, dining out or preparingmeals at home. In our concept phase we identified 3 taglines to build the campaign on.

Tagline option 1: How Much is Healthy? This concept was based on the most

frequently asked question according to our research and focus groups. We found that

many people wanted to know how much sodium is healthy for them.

Tagline option 2.Reduce with ProduceThis concept was based on the ability to cutyour sodium intake by simply eating healthier and choosing fruit and vegetables.

Tagline option 3.Cut Back on SaltThis no nonsense approach is the only one thatactually uses the word salt in it, and focus groups identified it as the most directmessaging concept. Those surveyed argued that using the phrase Cut Back on Salt

made it more realistic as it sounds like something you could hear in an everydayconversation anywhere in Philly.

Why did we make the taglines into logos? Short answer is to create an easilyrecognizable mark that could be used throughout the tactics/campaign differentiatingthem from the other copy and campaigns while bringing the user back to something theycould commit to memory.

Long Answer:Some people try to find a catchy phrase that describes their campaignconcept or idea, but in branding and more importantly in advertising art, part of thecreative process is Common Sense and drawing the audience into your thought process.

We wanted to step away from the typical design style that was being used in New York,Kansas and other markets for the national sodium initiative (where you stick nutritionlabels in every ad) so that we could give the Philadelphia Department of Public Health amore unique way to disseminate messages using stronger, more realistic visuals.


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Print/Digital Ad Concept: Older African American Woman

Print/Digital Ad Concept: African American Male (B/W to illustrate Newsprint)

Reduce with Produce Radio Spot: Talent: SAG/AFTRA - Phillys own legendary DJ Doug Hendersonhttps://www.dropbox.com/s/4a1cn2ppqpwwnag/REDUCE%20WITH%20PRODUCE%2060.mp3

Cut Back on Salt Radio Spot: Talent: SAG/AFTRA - Phillys own legendary DJ Doug Hendersonhttps://www.dropbox.com/s/nplt1budy64qiv4/CUTBACKONSALT-SPEC%20SPOT.mp3
https://www.dropbox.com/s/4a1cn2ppqpwwnag/REDUCE%20WITH%20PRODUCE%2060.mp3https://www.dropbox.com/s/4a1cn2ppqpwwnag/REDUCE%20WITH%20PRODUCE%2060.mp3https://www.dropbox.com/s/nplt1budy64qiv4/CUTBACKONSALT-SPEC%20SPOT.mp3https://www.dropbox.com/s/nplt1budy64qiv4/CUTBACKONSALT-SPEC%20SPOT.mp3https://www.dropbox.com/s/4a1cn2ppqpwwnag/REDUCE%20WITH%20PRODUCE%2060.mp3

ferguson proposal devin james group

Documents

ferguson city

city managercity of

city of kansas city

community of support

community events

community mobilization

john shaw

campaign theme