Accruing interest in you.
Request for Proposal from Five Star Bank
Some organizations craft values statements out of obligation, tacking posters on some walls and
calling it a day – making little effort to actually model those behaviors during times of opportunity
and challenge.
Within the first few minutes of working with Financial Institutions and Five Star Bank on your
recent management transition, we knew you were different. We saw conversations, decisions
and actions informed by doing what was right for the business, your customers and employees.
You were living the values.
That’s the profile of companies with whom we want to work, and upon which we’ve built our
own successful business in Upstate New York. With Travers Collins in Buffalo and McDougall
Travers Collins in Rochester, it doesn’t just make it easier for us to do business – it perfectly
positions us to better serve clients like you.
And that service comes from a seasoned team of associates who genuinely understand your
business needs. Who are driven to discover new ways to reach customers, breaking molds while
remaining true to your brand. Who know how to translate differentiating strategy into skilled
creative execution, especially in a crowded marketplace. Who are comfortable working in a
variety of media, confidently blending traditional and emerging techniques to deliver a strong
return on your investment.
The following pages illustrate how we have become the go-to source in the region for
integrated marketing communications, public relations, advertising, media and digital outreach.
An even clearer picture will emerge when you meet our team, who – like you – believe that
achieving results is not just about hitting a number, but in doing so with integrity and an eye
toward the future.
Should you have any questions, please contact us at your convenience. Thank you for including
our firm in your search – we hope this submission marks one of many conversations we’ll have
in the years to come.
Let’s drive traffic together.
Our Agency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Our Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Our Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Other Work Examples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Our Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Table of Contents
Our Agency
2
Travers Collins History
Bob Travers and Bill Collins founded Travers Collins & Company in October 1995, after acquiring
their share of the former Schutte Travers Collins & Schutte agency. They located their new
business in the Lawley Building at 120 Delaware Avenue. TC&C moved to the Larkin Building
in June 2004. Over the past 16 years, the company has grown to 25 associates while its gross
income has more than doubled. Bob and Bill founded the agency because they felt it could fill a
void in the marketplace by being the only marketing communications firm to offer fully integrated
marketing services. Just recently, its name and brand was updated to Travers Collins (TC). In 2011,
Bob and Bill expanded their company’s reach in the Rochester market, forming McDougall Travers
Collins with Managing Partner and Flower City PR mainstay Mike McDougall.
Number of full time employees?
25 full-time associates, eight of which are in creative services. We also have between three and
five interns working at the agency each semester. (See the Travers Collins organizational chart on
the following page.)
Average tenure of employees at the agency?
Eight years
Please tell us about your agency and the team that would work on the Five Star Bank account.
3
Katie D’ArcyAccount Coordinator
Bob TraversPrincipal
Bill CollinsPrincipal
Sue AsquithSenior VP
Mike McDougallManaging Partner - MTC
Dick ShanerSenior VP
Kathleen AndersonMedia Director
Cheryl LickfeldChief Financial Officer
Lisa BraunSenior Accountant
Sharon LinstedtSenior Account Manager
Shannon SpechtAccount Coordinator
Randy ZajonczkoskiIT Manager
Public Relations Media Accounting
Lisa LindquistVP
Jeff BuckiSr. Copywriter / Account Manager
Joe SweeneyAssoc. Creative Director
Terri SwiatekDigital Designer
Alyssa MayerDirector of Digital Services
Ellie MasonSenior VP
Jeff HerbergerVP / Creative Director
Tom PetersVP / Assoc. Creative Director
Kellie MazurAccount Coordinator
Sue WhiteProduction Design Supervisor
Jenn BuckiTraffic Manager
Betty Ann KrischanProduction Manager
Beth HatcherAccount Manager
Interactive Account ServiceCreative
4
Who would work on the Five Star Bank account?
Following is the team of professionals who would be working on the Five Star account.
Mike McDougall, APR Managing Partner, MTC
“I love to solve complex problems with simple but often hidden solutions,” says Mike
McDougall. For nearly two decades, he’s been doing just that for brands on a global
basis, and in the process earning ten Public Relations Society of America Silver Anvils
and Awards of Excellence.
Mike attended Massachusetts Institute of Technology with the intention of pursuing
a career in engineering. After realizing he’d rather tell the story of new technologies
versus inventing them, he headed across the Charles River to pursue his newfound
passion for public relations at Boston University. Before co-founding McDougall Travers
Collins in 2011, Mike served as global vice president of Corporate Communications
& Public Affairs for eye health giant Bausch & Lomb and as director of Worldwide
Public Relations and Digital Market Development for Eastman Kodak Company. Prior,
he spent just shy of a decade in various PR and marketing communications agency
leadership roles.
Mike’s team-building and development efforts have been honored by the likes of
PRWeek (In-House PR Team of the Year finalist and Boutique Agency of the Year) and
The Holmes Report (Best Places to Work in PR).
5
Bob Travers Principal
Bob Travers possesses an impressive knowledge of branding and marketing
communications, which has benefited a diverse set of clients over the course of his
distinguished career.
Bob served in the US Army during the Vietnam War. When he returned, Bob pursued
his growing interest in photography, receiving his Master of Fine Arts degree at the
University at Buffalo (UB) and Visual Studies Workshop in Rochester. Bob set up a
design and photography studio and began working with a variety of businesses. His
talents caught the eye of ad exec Stratton White – a partner in the storied Buffalo
ad agency known as Levy, King & White – and Bob’s been making his name in
advertising ever since.
Bob, on the appeal of advertising: “The amazing thing is that when you start out,
you have a blank slate. And you need to create something that will make an impact
for your client. With the right strategy in place and compelling creative, you can fulfill
their need. But great creative isn’t enough if the strategy is off. That’s what makes it
challenging, and ultimately rewarding.”
His bank experience over the years includes work for Pennbank and Buffalo Savings
Bank/Goldome. Bob believes in giving back to the community, serving on a number
of boards including WNY United Against Drug & Alcohol Abuse and the Mental
Health Foundation.
6
William M. Collins Principal / Public Relations
Thank god it’s hard to break into the newspaper business. Because if that weren’t
the case, Bill Collins wouldn’t have had to try his hand at public relations back in
1977. Sure, the fish wraps came calling eventually – the St. Bonaventure grad was
the editor in chief of his school paper and a heck of a writer – but by then, Bill had
found his true calling.
By 1984, the fiercely competitive 29-year-old was running William Collins & Associates.
Today, his influence on the Western New York PR community is immeasurable. And
while he loves nothing more than spending time with his wife and kids, he’s lost none
of his passion for the business – if Bill ever decides to retire, we’ll eat our hats.
“Once I make a commitment, I live up to it,” Bill shares. It’s this sense of personal
responsibility, infused from the top down that has made Travers Collins a magnet for
people with big-time work ethics and positive attitudes. Throughout his career, Bill has
been involved in all aspects of bank marketing, from advertising to public relations to
special events and crisis communications – for clients including First Niagara, Buffalo
Savings Bank/Goldome and Empire of America.
Bill Collins is a public relations icon in WNY, and has served on the Board for
organizations such as the Continuing and Long-Term Care Foundations of Catholic
Health, People Inc., St. Bonaventure University, Medaille College, St. Joseph Collegiate
Institute, Buffalo Catholic Board, and as part of The University at Buffalo… And that’s
good PR.
7
Lisa Lindquist Vice President, Account Service
Helping to provide the strategy behind the creative execution, Lisa Lindquist plays
a critical role for some of the agency’s largest clients. She was a double major in
psychology and Italian literature at Trinity College, and polished her business skills with
an MBA at the University of Michigan. Lisa’s clients include Medaille College, Catholic
Health, Girl Scouts of WNY and Southtowns Radiology. Previously, she worked with
notable brands such as L’eggs Products, Lifesavers Company and R.J. Reynolds. Lisa
also heads up interactive integration efforts for the agency and its clients. Outside of
work, she serves on the Skating Athletes Bold At Heart (SABAH) board of directors and
is a member of the United Way Leadership Society Advisory Board.
Beth Hatcher Account Manager, Account Service
A strong problem-solver who excels in a variety of situations, Beth Hatcher provides
account service for a number of clients, including Catholic Health, Southtowns
Radiology, Harper International and Medaille College. She has project management
experience on annual and quarterly reports for Community Bank, BSB Bancorp, Evans
Bancorp and First Niagara. Beth earned a bachelor’s degree in history from the State
University of New York at Buffalo. She started her career as an underwriter for Aetna
in Toronto before spending time as a stay-at-home mom while her children were small.
Beth joined Travers Collins in 1996. Previously, she served as project manager of the
agency’s creative department, and was the staff proofreader before that.
8
Alyssa Mayer Director of Digital Services
Our resident digital guru, Alyssa Mayer deftly blends account service savvy with
interactive know-how. Graduating from Miami University of Ohio with a bachelor’s
degree in marketing, it was Alyssa’s minor in interactive media studies that compelled
her to seek a job in the marketing communication industry. She has provided expert
interactive direction for clients such as First Niagara, Curbell Medical, Medaille College,
Restonic and Mentholatum, among others. Alyssa currently serves on the Board of the
Advertising Club of Buffalo.
Katie D’Arcy Account Coordinator
Katie provides public relations support to clients in the medical supply, banking,
entertainment, global manufacturing and non-profit industries. She has a concentrated
interest in writing and media relations, and offers counsel on social media strategy for
many TC and MTC clients. She graduated from Kent State University with a bachelor’s
degree in public relations and is a member of the Public Relations Society of America
Buffalo Niagara Chapter.
Jeff Herberger Vice President / Creative Director
You’re not going to catch Jeff Herberger watching basketball on TV. “I’d just rather
play,” he admits. Jeff’s approach to his job is much the same. With a refined eye, a
flair for creating “a-ha moments,” and a magnificent, almost 30 year career under his
belt, Jeff has plenty of excuses to sit back and soak up the glory. But he’s the kind of
creative director that likes to get in on the action. Which he’s done for several banking
clients over the years, including First Niagara/Lockport Savings Bank, Marine Midland
Bank and Empire of America. Perpetually up for a brainstorming session – where great
ideas make him giddy, no matter who comes up with them – Jeff understands that
advertising is a team sport.
9
Tom Peters Vice President / Associate Creative Director
When Tom Peters graduated from high school, he wasn’t sure if he wanted to go
to college. But he eventually decided to give graphic design a try. We think it’s safe
to say that was a smart move. After making a name for himself in the Western New
York design community, including a stint as a packaging designer for Fisher Price,
Tom joined Travers Collins. Fifteen years later, he continues to be one of our most
inspiring and influential creative minds. “Great design is timeless,” Tom likes to say. It’s
a philosophy you can see all over our portfolio.
Joe Sweeney Associate Creative Director / Copywriter
With a decade of copywriting experience, Joe Sweeney joined us in 2010. His client
history includes First Niagara, Catholic Health, Medaille College and Northtown
Automotive, and his writing was a crucial component of rebranding initiatives for
Greater Buffalo Savings Bank and Evans Bank. The St. Bonaventure University graduate
is also a contributing writer for The Buffalo News and Buffalo Spree, for which he
mostly writes about music (which resulted in him being paged at work by Kenny G).
Sue White Senior Production Designer
Cool, calm and precise, Sue White is the last line of defense before a finished piece
heads to the printer. She’s also the ultimate team player, which is fitting, since her
job is essentially to make other people’s work look good. When it comes to the daily
rigors of the production side of the business, according to Sue, the devil really is in
the details. “You’re working on different projects every day so you really have to be
both flexible and focused.” Sue was actually a math major in college and fell into the
industry almost by accident. Sue took a job at ImageCore, learned a ton, and has been
in the business ever since. Her bank experience over the years includes work for First
Niagara, HSBC, M&T Bank and Community Bank.
10
Betty Ann Krischan Production Manager
With a background in design and a love of taking on challenges, Betty Ann is the
ultimate production manager. “I love the creative, and I want to make it even better,”
she says, and this passion for making the final product as great as possible is apparent
on every job she works on – whether it’s a tri-fold brochure or a raincoat for an
elephant. Since joining Travers Collins in 1996, Betty Ann’s comprehensive production
knowledge, serious work ethic and wonderful sarcastic streak have been part of the
agency’s bedrock. Her banking experience includes print production for annual and
quarterly reports for Community Bank, First Niagara, BSB Bancorp and Evans Bank.
Kathleen Anderson Media Director
When Kathleen Anderson refers to herself as a “professional shopper,” she doesn’t
mean it in a Carrie Bradshaw kind of way. As the Media Director of Travers Collins since
2000, Kathleen is a genius when comes to buying broadcast time. For her, getting a
client some airtime during the hottest new show is the ultimate rush. Kathleen is also
a very active Rochester Institute of Technology alumna – she’s the president of the
Alumni Association and sits on the RIT Board of Trustees. She’s also currently working
on her MBA at the University of Rochester’s Simon School of Business.
11
Purpose
To use our unique individual and collective skill sets to perform exceptional work that provides
solutions and adds value to the clients we serve.
Vision
To become the integrated marketing communication firm of choice for financially sound,
innovative and well-run businesses and organizations throughout Upstate New York and beyond.
Key to this vision is producing a positive bottom line that enables every associate to share in the
agency’s success.
What are your agency’s mission and vision statements?
12
Our core values are essential and enduring beliefs that motivate us to develop and maintain
an environment in which our associates, clients and partners can grow and succeed. (Listed
alphabetically)
•Accountability–toourestablishedprocess,clientsandtooneanother
•Creativity–smart,innovativesolutions
•Empowerment–todoexceptionalwork,developprofessionallyandtakeresponsibility
•Integrity–todotherightthingandexemplifythehighestprofessionalstandards
•Passion–forourwork,clientsandindustry
•Respect–toourclients,ourcolleagues,andthecommunitieswherewedobusiness
What are your agency’s core values?
Our Services
14
Ask our wide array of local, regional, national and international clients, and they’ll tell you
our success lies in our ability to combine our many areas of expertise to meet their marketing
challenges creatively, effectively and efficiently.
•Our account service team has a comprehensive understanding of a variety of business-to-
business and retail markets, and their respective sales channels. Based on available research,
we design strategic approaches to our marketing communications challenges
•Wehaveembracedandmasteredemergingmedia,usingnew technology tocommunicate
with our clients’ internal and external audiences. These technologies include websites,
microsites, social networks, blogs, e-newsletters, Intranets, webinars and other interactive
multimedia presentations
•We go further than the traditional means of advertising. We offer a custom publishing
capability that few other communications firms can. And we provide extensive trade show
planning and support, programs to promote products to customers, and training programs to
put your sales force in the best position to succeed
Describe your media planning and buying capabilities.
Our media team has years of experience in media planning and buying for both retail and
business-to-business markets.
•Media planning expertise that generates awareness andwill convey Five Star Bank’s brand
promise at each point of customer contact
•Weareadeptatnegotiatingaddedvalueforclientmediabuys–fromBuffalotoRochesterand
beyond – making every media dollar work harder and garnering more exposure. In fact, since
we are one of the largest buyers of broadcast and outdoor media in Upstate New York, our
negotiated agency rate allows clients to typically realize a 10% increase in the value of their
buy, plus additional value add for each campaign which averages 30% of the buy
•Ourexpertiseindigitalmediabuyingisunmatched,andcrucialinanever-changinglandscape
Please provide an overview of your agency’s services.
15
Describe your in-house creative capabilities.
Our creative team develops original and effective advertising and marketing materials. This
collection of top-flight copywriters, art directors and graphic designers has proven it knows how
to enhance a product or service’s image, increase awareness, stimulate sales, and increase the
value of your brand.
Our specialty strategy development and advertising services – all sources in-house – include:
•MarketResearchandFocusGroups(CompetitiveAnalysis,QualitativeResearch,Quantitative
Research, Trend Analysis)
•StrategicPlanning(“DNA,”ourproprietarystrategicplanningandbranddevelopmentprocess
– see page 16 – New Product Launches, Rebranding Initiatives)
•BrandingandIdentity(CorporateIdentityandGraphicStandards,LogoCreationandTagline
Development, Naming)
•SalesSupport&Promotion(CollateralMaterials,ConsumerandTradePromotions,Point-of-Sale
Materials, Sales Incentive Programs, Sales Tools, Sales Training Programs)
•Trade show Planning (Pre-showMailers, Premiums andGiveaways, Booth Design, Exhibits,
On-Site Promotions)
•CreativeDevelopment(BroadcastProduction,Copywriting,GraphicDesign,PrintProduction)
•CustomPublishing(Design,Editorial,Production)
•MediaPlanning(Business-to-Business,Consumer,MarketResearch,MerchandisingPrograms,
Case Study, Web User Analysis, Digital and Interactive)
16
A brand is more than a marketing tool – it’s the essence of your identity. Whether it’s a product,
service or institution, a strong brand creates a powerful image in the mind of the customer
and makes a relevant promise. An effective brand helps customers make choices and provides a
value proposition that helps differentiate and support customer relationships.
Travers Collins will work with Five Star Bank to energize its brand using our proprietary DNA
process – capturing your essence by pinpointing your genetic makeup.
DNADiscover We learn all that can be learned about you.
NavigateWe map out your position in the marketplace, and craft a message accordingly.
Activate We roll out a plan to maximize your new brand’s reach, and track its effectiveness.
Branding Philosophy
17
Describe your agency’s experience in banking and/or financial services.
Our expertise extends across multiple industries, including banking and financial services. This
breadth of experience helps our team identify trends and effective techniques from other sectors,
delivering innovative yet informed approaches.
Over the past decade, Travers Collins has supported First Niagara Financial Group with a variety of
projects, starting with the celebration on its 125th anniversary, when it was still Lockport Savings
Bank. As the institution grew, we provided investor relations consulting and annual report
creation, crisis and issues management counsel and planning, event planning, newsletter design,
content sourcing/management, internal communications strategy, social media planning and
digital architecture/intranet creation. We managed the bank’s lead sponsorship involvement in
the 2010 Empire State Games, and have helped to maximize FNFG’s presence in the burgeoning
Larkin District of downtown Buffalo.
On an individual basis, our senior team members have been recognized for their banking and
financial services roles.
•20+yearsofcoveringbusinessandfinanceasareporterfortheBuffaloNews
•Morethanadecadeofin-housemarketingattheformerEmpireofAmerica
•ShepherdingPennbankthroughacquisitionsandorganicgrowth
In addition to our collective financial expertise, the agency and our associates have served related
professional services organizations with business and consumer-facing needs, including KPMG,
Lawley Insurance, and law firms such as Phillips Lytle, Hodgson Russ, Paul William Beltz and
Harter Secrest.
Also of note is Managing Partner Mike McDougall’s experience in 2011, when he was heavily
recruited by multiple banking industry organizations across the U.S. He ultimately declined an
offer to join the fifth largest bank in the country as its senior vice president of communications,
instead establishing McDougall Travers Collins. And on top of our own expertise, we have free
and ready access to a virtual think tank of best-in-category PR firms, through our partnership with
the Worldcom Public Relations Group.
18
Describe your agency’s public relations capabilities.
We’re constantly behind the biggest news stories, whether it’s media relations, event management,
starting a buzz with a campaign, managing an issue or enhancing reputations. Our public relations
practitioners are adept at guiding clients through media training and crisis communication,
community relations and corporate philanthropy, internal communications, public affairs and
research. We can help Five Star Bank tell its story in a compelling, strategic way.
Travers Collins has assembled the most senior team of public relations professionals in Upstate
New York. Our associates have counseled hundreds of organizations over the past three decades,
and our consistent outcomes have been recognized by the likes of PR Week, PR News, the Public
Relations Society of America and other leading institutions.
This caliber of strategic planning and execution has led to us being retained by regional clients
as well as companies throughout the United States, Europe and Asia-Pacific. We’re commonly
regarded as one of the top “small shop” agencies in the country, owing to our innovative
programming and our culture.
In addition, we have been part of the Worldcom Public Relations Group, the leading partnership
of independently owned public relations firms with offices in 80-plus cities, since 1990. This
provides our teams and clients with on-demand access to in-depth communications expertise
from other markets – for instance, best practices in bank marketing from the Pacific Northwest,
Florida or the Carolinas that we can adapt to Five Star Bank’s specific needs.
Our specialty public relations services – all sources in-house – include:
•Messaging(PlatformDevelopment,StoryCreation,TargetAudienceScoring)
•CorporateCommunications(ReputationManagement,Positioning,ExecutiveChange,Financial
and Business Media Relations, Litigation Support, Mergers and Acquisitions)
•Media Relations (Spokesperson Training, Editorial Board Briefings, News Conference
Development, Digital Newsroom Production, Publicity, Press Tours, Monitoring)
•Digital and Social Media (Strategy and Policy Development, Monitoring/Listening/Analysis,
Executive Training, Social Storytelling, 1:1 Social CRM Outreach, Lead Creation)
•Crisis and Issues Communications (Crisis Planning, ScenarioMapping, Team and Individual
Training, Issues Management)
•Internal Communications (Program Development and Management, Executive Visibility,
Employee Relations, Labor Issues, Compensation and Benefits, Wellness, Collaborative Tools
Sourcing and Deployment, Internal News Bureau Training, Individual Coaching)
19
•Corporate Philanthropy (Signature Program Creation, Grant Screening, Infrastructure
Development, Event Planning and Management, Sponsorship Coordination, Industry and
Community Reporting)
•EventManagement (LocationResearch,ThemeDevelopment,LogisticsPlanning.Budgeting,
Invitation Database Development, Event Supervision)
•Public Affairs (Government/Environmental Relations, Political Analyses, Grassroots Coalition
Building, Issues Advocacy)
•Research(CommunicationAudits,AttitudinalSurveys,FocusGroups,TrendAnalysis)
Do you plan to outsource any of your work?
We do not regularly work with other partner communications agencies. Our extensive creative
and media capabilities allow us to do most of our work in house. When necessary, we will partner
with a number of research suppliers and video/audio production houses. These partners vary
depending the nature and location of the assignment. Five Star Bank would be apprised of the
partner in the event that a need for its services arises.
Include a list of standard agency hourly rates.
Standard Hourly Rates
Service Type (range based on individual assigned) Rate Per Hour
Account Service $100–$250
Interactive Consulting and Design $120–$185
Creative Services $145–$215
Production Services $135
Public Relations $100–$250
Our Work
21
•Pleaseincludeashortlistofclientsofsimilarsizeandscopeandincludethenumberofyears
you have worked with them.
•Includeabrieflistofagencyservicesprovidedforeachclient.
The case studies we’ve picked to share in the ensuing pages reflect our experience in different
industries, providing different services, speaking to different audiences. But whether it’s about
banking or insurance, healthcare or higher education, our work is consistent in many ways – it’s
well informed, strategic and differentiating, and it gets results. In a word, it’s smart.
The following case studies form a representative cross section of the many ways we can propel
Five Star Bank forward, without losing sight of what makes it special.
•FirstNiagaraFinancialGroup–HSBCAcquisitionCommunicationPlan
•FirstNiagaraFinancialGroup–InternalCommunicationOverhaul
•NorthtownAutomotive–Rebranding
•LawleyInsurance–Rebranding
•MedailleCollege–Rebranding
•CatholicHealth–“WeBelieve”CauseMarketing
•CatholicHealth–Rebranding
•IndependentHealth–ReputationManagementandPositioning
Please tell us more about your work.
22
HSBC Acquisition Communication Plan
Challenge
Travers Collins was brought in by First Niagara Bank during the summer of 2011 to begin working
on a communications plan in support of FNFG’s potential bid for HSBC’s 168 branches in Upstate
New York. If the bid was accepted, this promised to be a blockbuster announcement that would
have to be carefully orchestrated and take into account an almost endless list of constituencies,
ranging from FNFG’s internal audiences spread throughout its multi-state footprint to national
financial press to news media in several markets. Working in top secrecy, Travers Collins
was charged with developing an all-inclusive communication plan to include key messaging
and talking points, as well as drafts of all media materials, including the main news release
announcingthedeal,factsheets,FAQsandmedialists.
Execution
Working with a core team of top FNFG executives, Travers Collins created the communication
blueprint; once accepted, we were charged with its execution. It was critical to have the plan
completed and buttoned up as much as possible, because there would be little time between
notification that the bid had been accepted and the announcement of same. As always with a
project of this magnitude, leaks would be inevitable, so speed was critical.
The purchase of the HSBC branches would end a string of banking institution acquisitions by
FNFG, so a key part of the messaging was to assure the financial markets and the consumer news
media that the Buffalo-based institution was up to the task of digesting this massive transaction.
As expected, word came down suddenly, late in the week, that FNFG’s bid had been accepted,
and it was determined that FNFG and HSBC would announce it on Monday. Both banks had
to sign off on everything, adding additional wrinkles to an already complex assignment. FNFG
agreed with our recommendation to give The Buffalo News the story first, on an embargoed
basis, so that its reporters could digest the news and write over the weekend for a front-page
story Monday morning. The announcement was made to FNFG’s internal audiences early
Monday and was put out on the business wires shortly afterwards.
Results
The communication plan was executed flawlessly. The front-page story in the News contained
all key communication points, and the wire release was picked up far and wide. The client was
delighted with the speed, thoroughness and efficiency of the communication plan and the
seamless way in which we worked with the executive team. Managing this massive, complicated
transaction required extraordinary effort and expertise, and Travers Collins was up to the task.
First Niagara Financial Group / Client for 10 years
Services provided: Public Relations, Event Management, Internal Communications
23
Internal Communication Overhaul
Challenge
With upheaval in the financial services industry, challenging market conditions, and an influx of
new employees because of a major acquisition, First Niagara Financial Group needed to enhance
its internal communications efforts to help drive retention and productivity while reinforcing the
bank’s core values. It requested that Travers Collins provide both strategic counsel and execution
support between Summer 2011 and Spring 2012, supplementing and in many cases leading the
in-house team.
Execution
We first conducted an assessment of First Niagara’s internal communications efforts, which
spanned multiple Northeastern states. While some elements were working, a much larger issue
became clear: no plan existed, nor did a vision exist, for employee communications. In essence,
the bank had grown too large for the ad hoc approach currently in place.
Travers Collins worked with First Niagara’s senior leaders to develop a detailed program focused
on four components: changing the mindset of the communications team as to their role, defining
and developing the people to make it happen, standardizing and replicating processes, and
creating more efficient and effective toolsets.
From that thinking emerged multiple tactics that the agency rolled out over the course of the
engagement. Travers Collins conceived, designed and created content guidelines and training
for a vastly improved company intranet, delivering clarity and context to employees across the
company. Our event planning team themed and rolled out a series of high-energy, all-employee
celebration events in Rochester, Buffalo, Syracuse, Albany, Hartford, Pittsburgh, and Philadelphia,
with nearly 3,000 associates attending. We helped First Niagara welcome hundreds of HSBC
branch employees with special meet-and-greets across Upstate New York. And our counselors
redefined how the bank was using internal newsletters, consolidating and standardizing disparate
formats to drive easier content creation and improved readership.
First Niagara Financial GroupServices provided: Public Relations, Investor Relations, Event Management,
Internal Communications, Print Production
24
Results
First Niagara has experienced heightened
employee engagement and interaction –
made all the more incredible given that the
bank was experiencing significant change
during that time period.
The strategies and resulting components
delivered by Travers Collins elicited praise
not only from the senior executive team and
communications group, but also where it most
counted: employees at large. Events enjoyed
record turnouts. Intranet use is booming.
Newsletters are no longer a nuisance, but in
high demand.
FirstNiagara•IntranetTeaser
FirstNiagara•Intranet
25
FirstNiagara•EmailBlast
FirstNiagara•EventBanners
26
Rebranding
Challenge
With more than 75 car dealerships in Western New York, the automotive category is cluttered and
complex. It’s difficult for a dealership to stand out from the fray to communicate its unique value
proposition. Recognizing an acute need to differentiate from the competition, Northtown Automotive
Companies, with 13 franchises and eight locations, underwent a complex internal process to create
the most customer-focused automotive dealership in Western New York. All aspects of the business
were reviewed and altered, from sales associates to service bays, waiting rooms to call centers. The
result was a customer-focused spirit that revolutionizes the car buying experience.
But changing the atmosphere and approach of doing business was only the first half of the solution.
Equally important was educating the public on the benefits of doing business with Northtown.
Execution
Travers Collins was selected as Northtown’s agency of record to launch a rebranding campaign to
communicate the Northtown experience to Western New York. The campaign needed to change
public perceptions of what a car-buying experience should be, and engage consumers with a
brand personality that is warm, genuine and in-touch.
The resulting brand centers on the theme that Northtown takes everything “to the nth degree.”
The creative campaign was launched using television, radio, print and web. The central visual
element is the letter “n”– a simple, clean, unique icon that represents both the nth degree as well
as the “n” in Northtown’s name. The campaign is applicable to all aspects of the business, and is
communicated appropriately. Savings, selection, service, satisfaction, convenience – Northtown
takes it all to the nth degree.
Northtown / Client for five years
Services provided: Branding, Advertising, Media, Social Media
Northtown•PrintAds
Results
Reactions to the campaign have been excellent. Customers, competitors and the general public
have indicated the effectiveness of the campaign, noting how the elements really stand out from
the crowded category and effectively communicate Northtown’s key points of difference.
Northtown•Billboards
28
Rebranding
Challenge
Lawley Service Insurance Group of Companies is a full-service insurance agency, with a list
of services that includes commercial, personal, risk management and employee benefits. The
company’s business was changing and expanding at a rapid rate, with locations all across New
York and New Jersey. With each branch location operating under a different name, offering
different services and using different advertising, sales and marketing materials, the company
realized it was not communicating a clear brand message.
Execution
Lawley engaged Travers Collins to conduct a rebranding effort, starting with the company name.
After recommending and then conducting internal research with Lawley’s managers and branch
partners, the response was overwhelming in favor of operating under one name: Lawley.
With the adoption of the new name and an all-encompassing tagline and promise (Rest
insuredSM), the company set out to update all advertising and communication materials. TC
developed a new advertising campaign and a capabilities brochure outlining all of Lawley’s major
services, in addition to designing a new website, sell sheets, and additional collateral materials.
Results
The result is a clear, concise brand that internal and external audiences can understand and
recognize.
Lawley / Client for seven years
Services provided: Branding, Advertising, Print Production
29
Lawley•Brochure
Lawley•AdCampaign
30
Rebranding
Challenge
Medaille College is a small, private liberal arts college, located in Buffalo, NY. The school
maintains close ties with the city, with most of its students growing up there and remaining in
the area after graduation. Medaille directly competes with 21 other colleges and universities that
draw their student populations from Western New York. Competition for college students has
become increasingly intense, given the decline in the 18-22 year old population, increasing costs
that are pushing students to delay their education, and the decline in public funding for higher
education. Full funnels for potential student prospects as well as robust donor support are critical.
The general awareness of Medaille in the region was very low, and those few that knew of the
college did not necessarily know where it was located or what types of programs it offered.
Medaille’s graduate and adult business programs on two separate suburban campuses were
even less known.
Key objectives were established for the communications program:
1. Build key audience awareness of Medaille, including both undergraduate and graduate
programs.
2. Develop a brand promise and identity that would work for both the undergraduate and
grad/adult programs, which communicates the strength of Medaille’s philosophy of being a
catalyst for positive change and community involvement.
3. Garner support among internal groups at the college for messaging developed and the
brand promise identified.
4. Break through the cluttered, look-alike creative of the higher education marketplace with a
campaign that could appeal to multiple key audiences.
Medaille College / Client for four years
Services provided: Branding, Advertising, Public Relations, Website Design,
Internal Communications, Media, Research, Print Production
31
Execution
After evaluating internal and external audience perceptions and beliefs about Medaille, a
detailed strategic and tactical roadmap for the college’s communications was developed. All
of which informed the resulting tagline – “Change your mind.” The line speaks to the vibrant
evolution that Medaille students undergo, while also inviting people to rethink their perception
of the school. By coupling it with visuals that feature words written on students’ heads, the full
campaign illustrates the impact Medaille has on their lives. It also:
•Possessesanedgy,youthfulvibe,underscoredbytheuseofalocalband,TheTins,forallmusic
•EducatestargetaudiencesaboutMedaille’sphilosophyandprograms
•Showcasesrealstudentstokeepthecampaignrelevantandmeaningful
•Isvisiblebeyondtraditionalmedia,thankstobuildinggraphics,awrappedVolkswagenBeetle
and a variety of social media tactics, which supported the TV, radio, print and web campaign
•Isseenconsistentlythroughoutallcollegeoutreachandinternalcommunications,includinga
new, more user-friendly website, www.medaille.edu
Results
Attendance at undergraduate open houses immediately spiked, and has stayed at this higher
level. The campaign also resulted in a record number of undergraduate inquiries, applications,
and full enrollment, and a marked increase in web hits for the college. Overall recognition in the
community has also increased significantly. The college has expanded its branded communication
to include outreach materials and videos.
32
MedailleCollege•Banner
©2010 Medaille College
MedailleCollege•Brochures
33
MedailleCollege•AthleticBrochure
MedailleCollege•ExternalSignage
MedailleCollege•NewCampaignLaunch
34
MedailleCollege•DIrectMail
MedailleCollege•Outdoor
35
“We Believe” Cause Marketing
Challenge
In 2006, the “Berger Commission” began investigating
replication and cost in NYS healthcare. When it became
clear the process was going to produce political versus
empirical recommendations, including the possibility of
targeting profitable hospitals within the Catholic Health
system, Travers Collins was engaged by CH to inform
the community about the pending process; clearly and
consistently communicate CH’s position; and if a CH facility
was targeted, create a community climate of information
and outrage to make the process politically uncomfortable.
Execution
Facts gathered from and cross-checked with CH staff
became the backbone of the campaign. TC also tracked
and charted previous occurrences and statewide coverage
of the issue as it unfolded, sharing it with the issue
team including legal and lobby counsel, and prepared
a PowerPoint presentation for CH CEO Joe McDonald
to quickly and simply walk commission members and
politicians through the financial and community realities of
closing a hospital.
Issue launch involved coordination within the 32-location CH system and the Catholic Diocese, as
well as the traditional community and media components. TC established a variety of channels
to communicate directly with publics, including a website – www.believecatholic.com. “We
Believe” was the tagline for radio, television, and print advertisements, as well as posters, vehicle
decals, buttons, and palm cards for CH’s 8,500 employees.
Results
When St. Joseph Hospital was officially targeted, response elements, including rallies and prayer
vigils, concentrated on the community around the hospital and ran through the next several weeks.
Community outrage was ignited, resulting in more than 50,000 signatures on an anti-closing
petition and an estimated 15,000 letters to local politicians.
Catholic Health / Client for five years
Services provided: Cause Marketing, Branding, Public Relations, Media,
Presentation Development
CatholicHealth•Ad
36
“See Us In A New Light” Rebranding
Challenge
Catholic Health’s (CH) core business and primary revenue center is acute care through four
hospitals. This business is also supported by more than 62 imaging, laboratory, rehabilitation and
primary care facilities throughout the region.
CH was facing increased advertising pressure from competitor, Kaleida Health. Kaleida was
promoting a number of different service messages at high reach and frequency levels, not the
least of which was the “Get to Gates” campaign for stroke treatment. The two systems had
almost equal market share in the Buffalo market.
In addition, CH research results indicated gaps in the public and internal perceptions about the
services the system offered. Existing consumer perceptions held that Catholic hospitals were
strong on soft skills like caring and ministry, but weaker on quality of care and technological
capabilities. This despite the fact that CH had recently invested $100 million in partnership with
Siemens technology to provide the latest in electronic medical records, imaging, ER, and clinical
path management, making the system one of the most technologically advanced in the region.
CH wanted to tell its overall capability story. Also, individual service-line development, in areas
such as stroke, cardiology and orthopedics among others, presented an opportunity for CH to
establish additional strong identity in the Buffalo market.
Three key objectives were established for the program:
•Build consumerandphysician confidence inCHcapabilityand technologywhile reinforcing
ministry of care.
•Brandservicelinecapabilities,withaconcentrationonstrokeandcardiaccare,asspecificCH
areas of excellence and community involvement.
•Catch key audiences’ attention and break through the cluttered, look-alike creative of the
healthcare marketplace.
Catholic HealthServices provided: Branding, Advertising, Public Relations, Media
37
Execution
TC assessed competitive messages and research available from CH. The resultant “Life Signs”
campaign:
•Educatestargetaudiencesaboutthesystem’stechnologicalandmedicalcapabilities,illustrating
high-quality programs and technological advancements through testimonial stories about the
patient care experience.
•Featurespatientsinstreetclothesholdinganiconicwhitesignwithawordthatdescribestheir
experience in an intriguing way – drawing the reader into the ad.
•Hasamuchdifferentappearancethanthetraditional“smilingpatientsandnurses”treatments.
•Isexecutedincorporateumbrella,stroke,cardiacandorthopedicservicelineformats.
•Familieswiththe“Seeusinanewlight”tagline.
•YoucanwatchtheTVspotsofthecampaignatourwebsite:traverscollins.com/work
Kenmore Mercy Hospital • Mercy Hospital of Buffalo • Sisters of Charity Hospital
Sisters of Charity Hospital, St. Joseph Campus • Continuing Care • Home Care
www.chsbuffalo.org • (716) 447-6205
The future of cardiac surgery is here at Catholic Health.
The Heart Center at Mercy Hospital of Buffalo offers the highest number
of minimally invasive cardiac surgery procedures in the region, including
coronary artery bypass, valve replacement and robot-assisted heart surgery.
• Many of these procedures are performed with the assistance of our
revolutionary da Vinci® Robotic Surgical System, a tool that is
fundamentally changing surgery.
• Minimally invasive surgeries mean smaller incisions, with less pain,
minimal scarring, fewer complications and quicker recovery times.
So if you or someone you love needs heart surgery, there’s no need to go outside
of the area for the most advanced procedures. Big things are happening just a
short distance from home.
For a physician referral in your area, call HealthConnection at(716) 447-6205.
Kenmore Mercy Hospital • Mercy Hospital of Buffalo • Sisters of Charity Hospital
Sisters of Charity Hospital, St. Joseph Campus • Continuing Care • Home Care
www.chsbuffalo.org • (716) 447-6205
In the world of orthopedics, movement is everything. So if you suffer from knee, hip, back or other joint problems that impede movement, Catholic Health can help. Our doctors have pioneered some of the most minimally invasive surgical procedures to get patients moving sooner, with fewer complications and less pain. We offer:
• “Custom Fit” knee replacement surgery resulting in better range of motion
• Partial knee replacements – invented by a Catholic Health orthopedic surgeon and used around the world – to preserve healthy bone and extend the life of the replacement
• The precision of revolutionary robotic knee replacement surgery
• A national top 10% ranking in joint replacement, four years in a row
And with a complete continuum of care and comprehensive inpatient, outpatient and subacute rehabilitation programs, Catholic Health has you covered before, during and after surgery.
If knee or hip pain has you off course, turn to Catholic Health. It will be one of the best moves you ever made.
For a physician referral in your area, call HealthConnection at (716) 447-6205.
Kenmore Mercy Hospital • Mercy Hospital of Buffalo • Sisters of Charity Hospital
Sisters of Charity Hospital, St. Joseph Campus • Continuing Care • Home Care
www.chsbuffalo.org • (716) 447-6205
Catholic Health is the region’s leader in vascular care, performing 52% of all
procedures in the Buffalo region. The Catholic Health vascular surgery program
provides leading-edge, comprehensive care for diseases such as Carotid Artery
Disease, Peripheral Arterial Disease and Abdominal Aortic Aneurysm.
• Emphasizes early detection of vascular disease, which can reduce the risk of
serious complications
• Offers traditional surgery as well as state-of-the-art, minimally invasive,
endovascular procedures that mean shorter stays and quicker recoveries
Your vascular system affects every part of your body, from the heart and brain to
the legs and hands. The future of vascular care is available right now at Catholic
Health. Prepare to be amazed.
For a physician referral in your area, call HealthConnection at (716) 447-6205.
CatholicHealth•Ads
38
Results
Campaigns were originally run for umbrella, cardiac and vascular service lines. Additional
executions have been done for orthopedics, women’s services and general quality campaigns.
Admissions to the hospital’s stroke centers have shown double digit increases. Inquiries and web
hits have increased markedly for the system’s cardiovascular program. Overall recognition in the
community has also increased significantly.
CatholicHealth•AnnualReport
CatholicHealth•QualityCampaignBillboards
39
Reputation Management and Positioning
Challenge
Independent Health (IH) is a Buffalo-based health plan with 350,000 members. It has taken a
proactive approach to “bending the trend” on the rising cost of healthcare. IH enlisted Travers
Collins (TC) to position the company and Michael W. Cropp, M.D., the plan’s president & CEO,
at the cutting edge of change in the healthcare industry. We endeavor to educate the public on
the factors that drive up costs, seek collaborative solutions to halt them, and change behaviors
towards health care. IH sought to garner positive media and editorial coverage and to be viewed
as the leading health plan in Western New York for quality and affordability, health and wellness,
and customer service and member satisfaction.
Execution
TC developed a print piece titled, “Developing a High-Performing Community: Transforming
Health Care in Western New York,” which serves as the centerpiece of the plan. We work with
IH’s public relations and government affairs directors to draft five op-ed pieces for the Buffalo
News and Business First that responded to developments in the federal bill. A section of the
company’s website was devoted to healthcare reform, and Dr. Cropp engages local employers in
the region in one-on-one conversations about healthcare. Further, IH remained actively involved
in the issue with elected officials in Western New York and Washington, D.C.
Results
The series of op-eds were well-received and led to even more media exposure. Dr. Cropp began
building a coalition of more than 100 business leaders interested in finding joint solutions to rising
health care costs. Next, he was invited to participate in meetings with the Obama administration
and Senator Schumer addressing healthcare reform at the national level. An impartial phone survey
found that most local residents perceive Independent Health to be superior to its competitors in
“taking the lead to deliver quality and affordable care” and the plan “most involved in offering
health promotion and fitness activities to better the community.” Concurrently, the National
CommitteeforQualityAssurance(NCQA)namedIH#1inthenationforcustomerservice,andJ.D.
Power and Associates ranked it second-best in the U.S. for member satisfaction.
Independent Health / Client for 16 years
Services provided: Public Relations, Internal Communication, Collateral Design, Print Production
40
IndependentHealth•Brochure
Other Work Examples
42
NationalFuelGas•AnnualReport
HomeProperties•AnnualReport
43
ComputerTaskGroup•AnnualReport
CommunityBank•AnnualReport
44
CCN•Brochure
CCN•Ads
45
AmericanRedCross•Outdoor
AmericanRedCross•TV
46
BuffaloNiagaraConvention&VisitorsBureau•Ads
47
UniversityofBuffalo•UBbelieverCampaign
48
UnshackleUpstate•Outdoor
UnshackleUpstate•PressConference
References
50
Catholic Health John Stavros, Senior Vice President, Marketing (716) 706-2045 [email protected]
Travers Collins has been providing marketing and public relations services to Catholic Health
and its hospital system for the past five years. In a very competitive market, Catholic Health has
managed to maintain its leadership in the community with the branding strategy and public
relations services of TC.
Medaille College Dr. Richard T. Jurasek, President (716) 880-2000 [email protected]
After extensive research and following the President’s Collective Aspiration for 2020, Travers
Collins created a new brand and integrated marketing communications program for Medaille.
The program theme, “Change Your Mind,” launched in September 2010 via a variety of media
and on-campus promotions. Undergraduate and graduate inquires and web hits have increased
markedly for the college. Overall recognition in the community has also increased significantly.
Please provide one example of creative work of each: brochure, poster, web advertisement, print advertisement. Examples should be integrated and completed for a client of similar size and scope. These examples have been incorporated into our case studies and the “Other Work Examples”
section.
Please also include the name of two clients that can be utilized as references.
Our Approach
52
How your creative team works with account service.
We believe in the fundamentals: matching capabilities to needs, agreement on objectives,
constant accessibility, full information sharing, continuous interaction and collaboration, and a
clear understanding of responsibilities. Above all, our successful relationships are based on mutual
trust and respect.
•Theteammeets internallyduringweeklyagency-wideoperationsmeetingstoreviewactive
projects and to set priorities. Internal client teams also meet separately to discuss team projects
and activity for the week.
TC assigns a client team usually comprised of the following account service and creative members:
•VPofAccountService
•AccountManager
•AccountCoordinator(whenwarranted)
•DigitalStrategist/Coordinator
•PublicRelationsSpecialist
•CreativeDirector/ArtDirector
•Copywriter
•TrafficManager
•ProductionManager
•MediaDirector(whenwarranted)
Describe your approach to creating a strategic and creative marketing communications plan. Please include:
53
How your team would solicit input.
Hold an initial input session to meet the Five Star team:
– Introduce the TC team and roles they will play
– Discuss the project or campaign objectives
– Get more in-depth input and direction from the client
– Review research, if provided
– Review scope of work
– Discuss how you will be evaluating the work, metrics, etc.
•Foreachprojectapproved,createestimatesandobtainclientapprovaltomoveforward
•Developtimeandeventsschedulesforeachproject
•Writecreative/planbriefandobtainclientapproval
•Creativeorstrategicplanningworkbegins
•Executionbegins
•Weeklyorbi-weeklycallswiththeclientarealsoconducted
•Anongoingprojectstatusreportwillbegeneratedsothattheprojectstatuscanbemonitored
and assessed at any time
•Contactwiththeclientdailyviaemailiscommon
The roles your counterparts at Five Star Bank would play in strategy development.
The Five Star team would play a key role in guiding our team as objectives, concepts and core
messaging are developed. We would ask you to:
•Provideclearandconcisedirectiononprojectobjectivesandmusthaves
•Provideinputonhistoryordeepbackgroundonaproject–themoreweknow,evenifyouare
not sure it is pertinent, helps us create better solutions
•Shareapplicableexistingresearchandinsights
•Beopentoagencyrecommendationsonhowtoachievestatedgoals
•Allowreasonabledeadlinesfortheproductionofqualitywork
•Specifybudgetparameters
•Clearlyidentifycharacteristicsabouttargetaudiences
•Respondtoagencyrequestsforinformation,direction,andapprovalsinatimelymanner
•Letusknowhowyouwillbeevaluatingthesuccessoftheproject
54
Description on how you manage typical agency to client communication.
We don’t believe that the only times the agency and client should interact are at the beginning
and the end of a project. Whether it’s to ask questions, make suggestions, or give a status
update as our deadline approaches, we know that regular communication will result in better
understanding of your needs, and a stronger partnership overall.
Description on how your agency evaluates success.At the outset of every project, we discuss the manner in which the success of our efforts will
be measured. Typically these measures include:
•On-strategyconceptdevelopmentasoutlinedintheclient-approvedcreativebrief
•On-timecompletionofprojectdeliverables
•Projectcompletionwithinagreed-uponbudgetparameters
•Increaseinserviceinquiriesinthetimeperiodfollowingimplementationofcampaign
•Increaseinpagevisits,likes,engagementlevels,and/orclickthroughratesforinteractive
program elements
•Othermetricsdefinedbytheclient,thatarewithinthescopeofcontrolforTC
•Clientsatisfaction
55
Why us?
In our industry, the most successful partnerships form when clients and agencies share similar
approaches to doing business. And based on our experience working with Five Star Bank, and
the direction it has outlined in its RFP, it’s clear to us that our companies would make for the
kind of partnership that’s built for the long haul. Your desire to be progressive and innovative for
your customers, while not losing your community focus, is perfectly in line with how we operate.
Couple that with the following benefits Travers Collins offers, and interest in Five Star Bank will
be accruing faster than ever before:
•Successful execution of rebranding and repositioning programs that get results, impacting
awareness, recognition and reputation, both locally and nationally
•Strongregionalfootprint,withTraversCollinsinBuffaloandMcDougallTraversCollinsinRochester
•Systematicprojectmanagementcapabilities–keepingyourprojectsonscheduleandwithin
budget
•Understandingofthechallengesandopportunitiesfacedbyorganizations
•Award-winning advertising, branding and public relations initiatives that are consistently
recognized by peers to be among the best
•Interactivestrategy,designandtechnicalcapabilitiesfornationalandregionalonlineandsocial
media campaigns
726 Exchange Street, Suite 500
Buffalo, New York 14210
traverscollins.com
accruinginterest.com