Sei sulla pagina 1di 15

CITY OF FERGUSON (FERG)

8/19/2014 COMMUNITY ENGAGEMENT AND OUTREACH CAMPAIGN



Submitted to: John Shaw, Ferguson City Manager
jshaw@fergusoncity.com

Produced by:

1306 Lucas Ave., Unit 1008, St. Louis MO 63103
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 1
Transmittal Letter
August 19, 2014
Attn: John Shaw, City Manager
City 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 to
build 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 to
champion 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 into
targeted outreach tactics and events. As with most non-profits, funds were limited so we partnered
with 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 reduce
shootings and homicides using highly trained violence interrupters and outreach staff, public
education 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 to
save 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 gun
violence like its not their problem?} This campaign was a hit and helped us secure a $1.2 million
dollar grant from the U.S. Dept. of Justice to raise awareness for Aim4Peace across a
diversified 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 that
through 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 work
we 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
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 2
QUALIFICATIONS - COMPANY PROFILE

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

The Devin James Group (a State of TN LLC incorporated in 2004)
works only on behalf of non-profit social causes and government
entities for the benefit of diverse communities. We truly live by our
slogan, Communication that Benefits People and excel at developing
general market, multilingual and multicultural statewide campaigns
concerning public health and social welfare.

In 2013, we received the PRWeek Exceptional Public Relations
Campaign Award and multi-category nominations for Best
Multicultural, Print, TV, and Digital Branded Campaign from the
Multicultural National Health Conference in DC for our One Million
Strong 2013 National Awareness Campaign for Fight Colorectal
Cancer, the leading national advocacy organization for colon and
rectal cancers.


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

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

Our largest single contract for a similar social marketing campaign
was $911,582.00 to manage the Commonwealth of Virginias
Strengthening Families Initiative under contract with the Virginia
Department of Social Services.

Financial Stability: As a full-service agency, the Devin James Group
has managed as many as 70 accounts simultaneously and has never
had any bankruptcy proceedings. No litigations have ever been filed
against the Devin James Group. We have a strong balance sheet and
no 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 SERVED







CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 3
Resumes for key employees

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

PROFESSIONAL EXPERIENCE
As a result of his fathers recent near fatal battle with colon cancer, Devin increased his
agency, the Devin James Group, investment into public health issues and in 2012-13 led a
national campaign for Fight Colorectal Cancer (the leading national advocacy organization
on colon and rectal cancers) providing creative direction, bringing in celebrity talent
(Sheryl Crow; WBO Middleweight Champion, Peter "Kid Chocolate" Quillin; Charles Kelley
from Lady Antebellum; Frank White, 1985 World Series champion from the KC Royals and
many other NFL and NHL players) for national PSAs and appearing on national TV as the
national spokesperson including an appearance at NASDAQ opening ceremony, ESPN, Fox
and Good Morning America.
.
Founder/CEO, Creatve Director and Brand Strategist, Devin James Group 01/2004 Present
Started the Devin James Group just afer graduatng from college as a start-up graphic design
and web development creatve frm and developed it into one of West Tennessees strongest
Advertsing, PR, Interactve and Marketng frms within 3 years.
Expanded the agency secured government and non-proft accounts in 22 states and
spearheaded the opening of 5 new ofces with a team expansion from 10 to 32 employees
Led creatve teams in the development of local, statewide, natonal and internatonal
advertsing, PR and marketng 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 Executve Program Certfcate 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.


CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 4
Amy Falk (Copywriter / Communicatons and Public Relatons)

PROFESSIONAL EXPERIENCE
Highly accomplished business leader with skills to support client branding, market awareness, media
relatons and promotonal partnerships. Signifcant experience in strategic planning and efectve
problem solving to enable clients to exceed identfed goals and objectves.
Professional Experience
Public Relatons Director at Devin James Group May 2010 - Present
FalkPR, Chicago, IL 1981 2010
President

Established Falk Associates as a full-service public relatons and promotonal marketng agency with
experience in all aspects of commerce and industry. The frm has earned a natonal reputaton for
delivering personalized service to CEOs, marketng executves and business leaders on a local, natonal
and internatonal basis. As public relatons consultants, the agency designs campaigns to enable clients
to reach their corporate goals and objectves.

Deliver creatve branding techniques that bring B2B and B2C clients closer to target markets and
positvely impact their percepton in the marketplace

Possess strong credentals in media relatons, consistently delivering tmely informaton to print,
electronic and online press to generate maximum media exposure

Appraise publicity opportunites as if we are journalist to create efectve, comprehensive press
kit packages and related background informaton

Utlize extensive event management skills which allow for invaluable insight during pre-planning
and presentaton phases to assure desired outcome

Bring successful track record in conceptualizing and developing promotonal 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
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 5
Robin Payne (Graphic Designer / Art Director)

PROFESSIONAL EXPERIENCE
Art Director/Graphic Designer at Devin James Group May 2012 - Present
Specializing in concept development, graphic and web design and producton for a variety of visual
media such as annual reports, books, brochures, packaging, logos/branding, catalogs, pocket folders
and advertsements, as well as web design.

President and Creatve Director at Pro Payne Graphics, Inc. January 1991 - May 2012
Pro Payne Graphics Inc. is an award winning graphic design, illustraton, advertsing and print
producton 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 Communicatons January 1993 - January 1995
Served as art director for this respected Virginia marketng communicatons frm. Managed large
healthcare accounts including Danville Regional Medical Center and the Medical College of Virginia.
Responsibilites included: developing all Danville Regional print collateral, including the hospital
identty, image brochure, patent handbook, service line brochures, newspaper advertsements,
outdoor boards and a complete physician recruitment package.
Senior Designer at Invisions, Ltd. 1987 - 1992
Senior level designer for Invisions, Ltd., a leading Mid-Atlantc consultant frm specializing in a wide
range of corporate communicatons and print materials. Responsibilites included creatve concept,
design and producton of corporate communicaton materials such as annual reports, identty systems,
newsleters, posters, marketng publicatons and brochures. Managed all aspects of projects including
direct interfacing with clients and vendors, budget estmatng, invoicing, project scheduling and print
producton coordinaton and supervision. Art directed major photography assignments and
illustratons. Experienced with all aspects of the Macintosh computer, including preparaton of
mechanical art on disk which was provided to printers. Partal client list included: Marriot Corporaton;
Riggs Bank; Entre Computer Centers, Inc.; PHP Healthcare Corporaton; Fannie Mae; The JBG
Companies; The Hospital for Sick Children
EDUCATION
Virginia Commonwealth University - Bachelor of Fine Arts, Communicaton Art & Design
HONORS & AWARDS
Print Excellence and Knowledge (PEAK) Award, Print Magazine Design Award / Best Logos and Symbols
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 6
Mike Johnson (Videographer / Moton Graphic Artst)

PROFESSIONAL EXPERIENCE
Video Director / Animaton/Moton 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 Christan University - BA Music 2007



Phillip Maenpaa (Videographer / Director)

PROFESSIONAL EXPERIENCE
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 Creatve Director at Mathias Films January 2001 - May 2012

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

EDUCATION: University of Wisconsin - Marketng





CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 7
PROPOSED SERVICES - TECHNICAL PROPOSAL
TASK #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 communities
to 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 your
organization, project requirements, communication objectives and goals for the
engagement campaign beyond basic descriptions. We want to understand the needs and
requirements for the project to put together the most appropriate project work plan to
guarantee success.

This involves a kickoff meeting with your leadership team and ours, interviewing
stakeholders; evaluating existing documents, research and assets; and identifying new
assets that must be created. This phase culminates in a project work plan and
requirements 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 online
project management portal. This easy-to-use system allows our team and yours the
ability 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 than
emails and eliminates the frustration of trying to figure out who sent what emails and the
contents of the emails by providing daily and weekly recaps.

CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 8
Once the work plan is finalized we will have built-in review points and deliverables to
ensure decisions are well-informed. In addition, the work plan is broken up into a to-do
list that is entered into the project management software which automatically updates
your team and ours for each deliverable. That way everyone on the project is on point.

TASK #2: OUTREACH STRATEGY
Timeline: August 19 29, 2014

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

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


TASK #3: OUTREACH TACTICS
Timeline: 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 from
key 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 peace
and a cool down period instead of more protest

2. Comprehensive campaign plan prior to launch, hands on execution assistance
throughout the campaign that may include timely adjustments to effort and
strategic counsel throughout the campaign.

3. Creating, monitoring and updating a detailed outreach calendar.

4. Creating outreach materials and providing outreach training and/or logistical
support 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, at
the mid-point of the campaign and post campaign) to evaluate efforts.
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 9
APPENDIX 1 - PAST SAMPLE DELIVERABLES

FIGHT COLORECTAL CANCER
National Unified Message Campaign for Leading National Advocacy Organization
for Colon Cancer

Scope and Goal of project:

As Creative/PR agency of Record the Devin James Group launched and managed a unified
messaging campaign as a platform that supported local and national awareness efforts
called One Million Strong. The campaign had multiple target audiences but the core
vulnerable population was minorities and general market age 40-65, as well as
people with a family history of the colorectal cancer disease.

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

2. Capitalize on their existing on-line community; build partnerships, and expanding it
to 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 based
on advertising equivalency; received the PRWeek Exceptional Public Relations Campaign
feature and award, and received multi-category nominations for Best Multicultural, Print,
TV, Digital and Branded Campaign from the Multi-cultural National Health Conference in
Washington, 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 including
KC Magazine and nationally ESPN.com, NY Times, USA Today, ABC News, and Good
Morning America.
TO SEE CAMPAIGN VIDEO PRODUCTION VISIT:
http://www.devinjamesgroup.com/videos/
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 10
National Magazine PSA Ads

















Facebook Results
1. 749k impressions on FaceBook during month of March (Facebook ads posted on
timeline)

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

Twitter Results
1. Increased Twitter followers 1115 to 2491 and #1MilStrong hashtag had
exposure of reaching 371,280 people the day of the event coming from 351
tweets including tweets from Good Morning Americas Sam Champion, WBO
Middleweight Boxing champ Peter "Kid Cholocate" Quillin and Grammy Award-
winning Country Music Group, Lady Antebellum.

Website Design and Digital Media

CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 11
Infographic and Toolkit Design




Please download the Booklet Design Folder using the link below to view each booklet
Short URL - http://goo.gl/BKW2pu
CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 12
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 campaign
that hit home with people all over the
city. Isnt it amazing how local Kansas Citians give millions of dollars to save animals and
other endangered species, build wells and fountains in foreign countries, and preserve
rare art forms around the world; but leave their own city divided by gun violence like its
not their problem? Philanthropy and preserving art are not more important than
preserving 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 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 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/








CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 13
PHILAPELPHIA DEPARTMENT of PUBLIC HEALTH SODIUM REDUCTION AD CAMPAIGN

The Philadelphia Department of Public Health recently retained the Devin James Group to
develop 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 blood
pressure, 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 process
and consumer behavior to reduce sodium intake while shopping, dining out or preparing
meals 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 Produce This concept was based on the ability to cut
your sodium intake by simply eating healthier and choosing fruit and vegetables.

Tagline option 3. Cut Back on Salt This no nonsense approach is the only one that
actually uses the word salt in it, and focus groups identified it as the most direct
messaging 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 everyday
conversation anywhere in Philly.

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

Long Answer: Some people try to find a catchy phrase that describes their campaign
concept or idea, but in branding and more importantly in advertising art, part of the
creative 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 nutrition
labels in every ad) so that we could give the Philadelphia Department of Public Health a
more unique way to disseminate messages using stronger, more realistic visuals.



CITY OF FERGUSON (FERG)

DEVIN JAMES GROUP PROPOSAL PAGE 14
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 Henderson
https://www.dropbox.com/s/4a1cn2ppqpwwnag/REDUCE%20WITH%20PRODUCE%2060.mp3


Cut Back on Salt Radio Spot: Talent: SAG/AFTRA - Phillys own legendary DJ Doug Henderson
https://www.dropbox.com/s/nplt1budy64qiv4/CUTBACKONSALT-SPEC%20SPOT.mp3