Port of Long Beach RFQ Response

HELLO

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Prepared by

Prepared for

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Mr. Art Wong Assistant Director of Communications and Community Relations Port of Long Beach 925 Harbor Plaza, 2nd Floor Long Beach, CA 90802 Mr. Art Wong, Thank you for inviting us to participate in the review for your account. All of us here at ETA Advertising are absolutely thrilled and excited at the prospect of doing business with the Port of Long Beach, and especially working with you, Heather Morris and the rest of the POLB team. What follows is our response to your Request for Qualifications. No doubt you’ll notice we’ve spent considerable time developing and packaging our response – it was a labor of love. We’re passionate about what we do and know full well our success is contingent on your success. We work best with clients who are demanding in setting objectives, strategies and performance goals that can be used to evaluate progress. As a part of working together, we also want to agree on the specific definition of any assignment before anything is created. We want you to be absolutely honest with us. Tell us what ideas you like, what you don’t like and why. (Any other way is time consuming, expensive and frustrating.) In return, we promise to work hard to understand your business by learning how prospective customers, as well as current customers, view the Port of Long Beach, your competitors, and the important issues surrounding container port selection. These insights will allow us to develop marketing and advertising programs that connect with customers and prospects – both on a deeper rational and emotional level. And, ultimately drive your business to new heights. Thank you again for the opportunity to serve your strategic marketing and communication needs. Best regards, Cindy Allen President

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CONTACT INFORMATION

Legal name of firm

ETA Advertising, Inc.

Street and web address 301 Pine Avenue, #B Long Beach, CA 90802 www.ETAadvertising.com

Main telephone number T: 562.499.2305

Primary contact (name, title, address, telephone number, email address) Ms. Cindy Allen, President 301 Pine Avenue, #B Long Beach, CA 90802 T: 562.331.1620 E: [email protected]

Address and phone number of the office where the work is to be undertaken 301 Pine Avenue, #B Long Beach, CA 90802 T: 562.499.2305

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OVERVIEW/BACKGROUND General description of the firm, including structure (I.e., individual, partnership, corporation, joint venture)

ETA Advertising is a Long Beach-based, full-service advertising and marketing firm. The agency is a woman-owned, certified small business serving the advertising and marketing needs of public and private sector organizations. The company was incorporated in California in August, 2005. ETA Advertising’s business affiliations and memberships include:

This is no kid-sized operation. The Port of Long Beach moved 6.3 million TEUs in 2010 (everything from rubber duckies and electronics to petroleum coke). That’s a 23.6% bump from the previous year – reportedly the largest single increase of any U.S. seaport.

American Marketing Association Long Beach Police Foundation

American Association of Ad Agencies Long Beach Women’s Business Council

California Building Association Long Beach Memorial – Partnership in Excellence

Century Club Rotary Club of Long Beach

Direct Marketing Association Sales & Marketing Council of Southern California

L.A. County Small Business Enterprise Women’s Business Enterprise

Long Beach International Business Council Women’s President’s Organization

Long Beach Police Officers Association

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OVERVIEW/BACKGROUND (cont.) General description of the firm, including structure (I.e., individual, partnership, corporation, joint venture) Creative The creative department is responsible for the creation and execution of all advertising materials. The creative specialists are known as art directors and copywriters. They’re the ones who conceive the overall theme for the advertising and other communications, design, layouts, and craft all of the written content. ETA’s talented creative staff has significant education and experience in all aspects of creative development, including branding, print development, direct mail, collateral, out-of-home, television and radio production, front and back-end website development, website management and maintenance, graphic design services, affinity group marketing, media planning, database marketing and event planning. A contributing factor in ETA’s ability to craft memorable advertising that delivers measurable results is the agency’s award-winning senior creative team. Bob Satmary, Senior Copywriter, has more than 20 years’ experience in building brands for a wide variety of public and private sector clients. His copywriting work has garnered awards at the New York Festivals, OBIE, Sunny Radio and The Nationals. Collaborating on projects with Bob is Paul Christensen, Senior Art Director. Paul brings to his role at ETA more than 25 years' of art direction experience on national brands. Paul’s extensive conceptual and graphic design talent has been recognized by numerous local and national award shows. His work has won Gold and Silver National ADDYs, an Orange County ADDY Best of Show, as well as a prestigious Kelly Finalist award. Sponsored by the Magazine Publishers of America (MPA), the Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrates both creative excellence and campaign results.

OBIE National ADDY New York Festivals International Radio Awards

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OVERVIEW/BACKGROUND (cont.) General description of the firm, including structure (I.e., individual, partnership, corporation, joint venture)

Media The responsibility of the agency’s media department is to develop, negotiate, purchase, monitor and conduct post-buy analyses of media plans that reach the target audiences effectively in a cost-efficient manner. The staff analyzes, selects and contracts for time or space to deliver your message. This is one of the most important decisions since a significantly large part of your budget is spent on media time and/or space. Our media department has in-depth knowledge of a wide range of traditional and non-traditional media vehicles on the local and national level including print, television, radio, online, out-of-home (outdoor, cinema, etc.) and mobile device advertising. We subscribe to sophisticated segmentation and media evaluation tools. Among those used are Nielsen products such as Claritas, in addition to other research providers such as MRI, Polk and ABC (Audit Bureau of Circulations). These are critical resources in the media planning process and help us pinpoint exact media placements (positioning, day-parts, etc.). Once a media plan has been implemented, we monitor the performance through its duration with periodic post-analyses throughout and a final analysis upon completion. This effort entails reviewing publication clippings, call center reports, Google Analytics, network pre- and post-logs and the usage of tools such as Nielsen’s Simmons system to track actual airtimes for direct response television buys.

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OVERVIEW/BACKGROUND (cont.) General description of the firm, including structure (I.e., individual, partnership, corporation, joint venture) Production and Traffic After the ad concept/layout is approved, it’s sent to the production department. Generally, the production and traffic department work with outside vendors to produce the finished materials – securing mechanical specifications and material closing dates for print ads, out-of-home, online and broadcast. The traffic department ensures all departments complete their assigned tasks and approvals in time to make the deadlines. ETA regularly manages the print production schedules, print specifications and internal budgets for our clients. We work with various Long Beach printers as well as regional printers. It’s our policy to request a minimum of 3 printing bids for each job to ensure we’re getting the most competitive pricing. A representative from our creative team attends every press check to ensure the final product adheres to our high quality control standards. ETA has in-house printing capabilities that include a high-end, full-color Xerox printer/copier and an Epson Pro 7900 large-format printer. Account Management The account manager is primarily responsible for establishing and growing the Client/Agency relationship, gaining knowledge about the client’s business, profit goals, marketing problems and advertising objectives. They are responsible for getting approval of media schedules, budgets and rough ads or storyboards. Their next task is to ensure agency personnel produce the advertising to the client’s satisfaction. Our account managers are considered the voice of the client and spend much of their time learning how to merge client preferences with the agency’s creative recommendations. They form campaign schedules and timelines, and control all of the account’s activity, allocating company resources necessary to complete each individual project by the delivery date, and within budget. In addition to budget control, account management is responsible for quality control, the brand’s positioning, client billing, progress monitoring and reporting.

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OVERVIEW/BACKGROUND (cont.) General description of the firm, including structure (I.e., individual, partnership, corporation, joint venture)

Account Planning (Strategic Planning & Research) As the importance of research has grown, agencies have combined old functions of researchers (who gather information about consumers and markets) and account managers (who keep an overall vision of the client’s interests) into a role called account planning. Account planners combine research and strategic thinking into a holistic strategy. If the account manager is closest to the client, the account planner is closest to the consumer. The account planner is the person on an advertising team who is most likely to have spent time with consumers using the product, or in focus groups asking them about how they think, feel and use the product. Our account planners uncover the critical aspects of the client’s product or serve as they relate to the customer and consider every angle of the market and the competitors. They may hold focus groups or online panels to learn more about how people interact with your products/services and understand how best to communicate with them.

True blue. Thanks to the Port’s forward-thinking Clean Trucks Program, air pollution from harbor trucks has been reduced by nearly 80% as of January 1, 2010. ][

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OVERVIEW/BACKGROUND (cont.) History (Including year the firm was established and current operation) Following a storied career in Long Beach law enforcement as well as sales and marketing, a visionary woman from Long Beach, named Cindy Allen, started a new venture in 2005 called ETA Advertising. (ETA are the initials of her daughter, Erin Taylor Allen, and the agency is a tribute to her.) As with most fabled success stories, ETA was started in a home office and soon found itself with so much business the company moved into a Long Beach office Building occupying 2,200 square feet at 121 W. 4th street. In July, 2010, ETA Advertising became a California Certified Small Business; and, in August of 2010, the agency moved into larger offices at 301 Pine Avenue in Long Beach occupying 3,500 square feet. It’s a wonderfully vibrant and welcoming environment brimming with great ideas and interesting people. We’d love nothing more than to share a Danish, cup of coffee and show you around. A sampling of our Long Beach-based client experience includes these terrific organizations:

Long Beach Client Experience

Aquarium of the Pacific Long Beach Chamber of Commerce

Circle Audi Long Beach Community Hospital

City of Long Beach Long Beach Police Department

DENSO Long Beach Symphony

Downtown Long Beach Associates Lyon Communities

Farmers & Merchants Bank Queen Mary / Fletcher Development

International City Bank Special Olympics Southern California

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OVERVIEW/BACKGROUND (cont.) Primary business area ETA Advertising is a full-service advertising and marketing agency specializing in the creation, measurement and refinement of integrated marketing communication programs, including:

Advertising services

Affinity group marketing

Copywriting

Database and loyalty marketing

Event and community outreach programs

Graphic design

Marketing services

Media planning, buying, post-buy analyses

Production services

Social media

Strategies and tactics

Website design

Long Beach rules. The Port of Long Beach is the 18th busiest container cargo port in the world and the 2nd busiest port in the United States. ][

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RÉSUMÉS Résumé of proposed project manager Bill Barrick, Account Director Bill is a marketing and advertising professional who brings more than 20 years of account management experience to ETA. Having worked at world-class, multinational ad agencies such as Bozell Worldwide, Foote Cone & Belding Worldwide and NW Ayer, he is highly skilled at creating, measuring and refining integrated marketing and communication programs for public and private companies. Bill is experienced in all aspects of advertising strategies/tactics, brand/product positioning, market research, marketing strategies/tactics and project/team management. In business development, he has helped agency teams identify, pitch and win more than $90 million in new account work, and counting. A sampling of his client experience includes the American Isuzu Motors, Auto Club of Southern California, Avery Dennison, Dial Corp., Hong Kong Tourist Association, Intel, Memorex, Rockwell, Samsung, Toshiba, Washington Mutual, Western Digital and Xerox. He holds a Masters in Mass Communication with a minor in Economics from ASU; and, a Bachelor’s in Communication from FSU. When Bill’s not driving sales of a brand, he’s driving golf balls down fairways (and some into the rough) at the many courses in Southern California.

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Under Cindy’s guidance, ETA has distinguished itself as an agency capable of taking on complex, multi-million dollar projects while maintaining the kind of day-to-day senior level client relationships and accountabilities more common to a boutique operation. Cindy and her agency have been instrumental in building the brands of some of Long Beach’s most prestigious businesses, institutions and city attractions including F&M Bank, Downtown Long Beach Associates, DENSO, Lyon Communities, Queen Mary Island, Cal State Long Beach and Circle Audi. Prior to ETA, Cindy was with Advo Inc. as well as Valpak, where she landed and managed such coveted accounts as AOL, Warner Brothers and Jenny Craig. Cindy also held the position of Municipal Manager at Vendi Corporation/U.S. Filter – the largest water works company in the United States – networking with both elected and appointed officials in maintaining the integrity of the water and sewage systems. A Poly High School and Long Beach State graduate whose commitment to and roots in the city are strong, Cindy served for 12 years as a Meritorious Award-winning Long Beach Police Officer with 40 commendations under her belt. (ETA staff members not measuring up are cuffed and detained for questioning.)

RÉSUMÉS (cont.) Résumés of project team members to be assigned to this engagement Cindy Allen, President/Owner Cindy is a self-motivated, visionary professional with diverse experience in marketing, government, management and public affairs. Possessing dynamic interpersonal skills and demonstrating leadership by example, Cindy is a confident, articulate communicator with the ability to create and maintain valuable partnerships.

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RÉSUMÉS (cont.) Résumés of project team members to be assigned to this engagement Shauna Wagoner, Creative Director Shauna is an experienced, creative professional possessing exceptional talent and leadership skills in brand development, art direction, graphic design, web design, project management, information architecture, multi-channel media campaigns, event planning and execution, and guerilla marketing. In southern California alone, Shauna has overseen the marketing efforts for F&M Bank, Circle Porsche, Circle Audi, Brookfield Homes Southland, Stadium Lofts, the City of Long Beach, DLBA, DENSO, The Queen Mary and Queen Mary Island, Community Hospital, Aqua, Pine@Sixth, Lofts at The Promenade and gallery421. Shauna has managed national advertising clients such as 1-800-contacts, ADT, AOL, DirecTV and Sparkletts, which included coordinating mailing activities, recommending available circulation, tracking profitability, and managing ongoing print orders of 120 million+ pieces to ensure accuracy, timeliness, efficiency and controlled pricing. In event marketing, she has planned and produced multiple-day franchise convention events that involved general sessions, breakouts, receptions, awards shows and learning centers. When Shauna’s mind isn’t on work, it’s on shoes. And, the funkier and trendier, the better.

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RÉSUMÉS (cont.) Résumés of project team members to be assigned to this engagement

Paul Christensen, Senior Art Director Paul brings Madison Avenue experience to Pine Avenue, contributing his art direction skills to every ETA client. He has more than 25 years' of art direction experience on national brands, including such respected companies as Intel, Dell Computers, Hilton Hotels, Doubletree Hotels, Kawasaki, Taco Bell, Taylor Made, Toshiba, WD-40 and Western Digital. His extensive conceptual and graphic design talent has been recognized by numerous local and national award shows. Paul’s work has won Gold and Silver National ADDYs, an Orange County ADDY Best of Show, as well as a prestigious Kelly Finalist award. When not producing effective, award-winning work, Paul goes deep – scuba diving and instructing in Hawaii, Fiji and Malaysia’s Sipadan Island.

Bob Satmary, Senior Copywriter Bob is a versatile copywriter who brings more than 20 years' of experience to all clients of ETA, including F&M Bank, Lyon Communities, Brookfield Homes, Stadium Lofts, DENSO and The Queen Mary. He has envisioned and produced materials in every medium imaginable, helping to build brands in a wide range of industries – from automotive, government, high tech, real estate and tourism to healthcare, financial, telecom, retail, urban planning and landscape architecture. Past clients include Samsung, Toshiba, Fujitsu, Nokia, ARCO, Mitsubishi Motors, Lincoln-Mercury, Burger King and Australia Tourism, as well as a wide array of luxury residential real estate brands such as Aman Resorts, Vail Resorts, The Ritz-Carlton and The Island of Lanai. Bob’s copywriting work has garnered awards at the New York Festivals, OBIE, Sunny Radio and The Nationals. Away from the office, Bob’s foodie nature kicks in – cooking, eating, watching Food Network and the tweeted coordinates of Kogi and Nomnom.

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Frank Toobi, Interactive Manager Frank is a highly experienced software applications and tools developer for both the enterprise and Web. As a graduate from the University of California in Computer Science, Frank’s knowledge of application architecture, project management, business analysis and database design has set him above his peers. Fluent in many platforms and programming languages, Frank’s proficiencies include web development and programming, social networking site design and smartphone app development. When not working in cyberspace, Frank’s usually out fishing. Freshwater, saltwater or mountain streams, he likes it all.

Dannette Drehsen, Account Planner Dannette has an inherent passion for the understanding of human behavior, which has made her successful in her role in account planning at ETA, a tenure that started soon after the business’ inception. Her observational skills and ability to interpret the nuances involved in her work enrich the strategic research she produces as well as the creative work produced from it. Having been a business owner herself for five years, Dannette quickly learned how to understand and engage customers, and more importantly, how to fine-tune marketing campaigns to adjust to consumers’ desires and needs. Her work has enhanced agency campaigns for clients F&M Bank, Lyon Communities and Brookfield Homes Southland, to name a few. In addition to being ETA’s resident “psychiatrist", she’s also a master of song and dance. Her favorite music – disco.

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Rachel Holliday, Account Manager Rachel brings more than 13 years of sales and marketing experience to ETA, where she develops and manages relationships with existing and prospective clients. With excellent managerial, analytical, organizational and communication skills, Rachel has earned the reputation for truly caring about her clients and taking their business – and return on investment – very seriously. She spent 10 years in the real estate industry working with a wide range of companies – from Canadian and Australian high-rise builders to Lennar Homes. Prior to that, she worked with such brands as The Ritz-Carlton and Wyndham Hotels. Throughout her career, Rachel has won top sales and marketing awards, earning tremendous respect and referrals from clients. She thinks fast on her feet, and even faster on her snowboard – tearing it up at Mammoth, Bear Mountain and Colorado’s Winter Park.

Rachel Stocking, Media Planner/Buyer Rachel brings years of media planning and buying experience to all ETA clients, including Brookfield Homes Southland, Circle Audi and Lyon Communities. She is an expert at creating low-cost, high-reach media plans as well as investigating and using the proper media to reach a marketing objective – whether it’s traditional and/or unconventional media. Her understanding of the art and science of media buying – TV and radio in particular – is the direct result of years of valuable experience in working with successful brands such as FreeCreditReport.com, eHarmony, Priceline, Overstock.com and Fisher & Paykel Appliances. When Rachel’s not hitting a marketing target, she likes to hit other things. In occasional jam sessions with her culturally diverse musician friends, she’s the prolific percussionist banging the bongos or manning the “shaky egg.”

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Cassandra Popli, Production/Traffic Manager

One of the newest strategically minded team members to join ETA is an import from the U.K. Cassandra graduated with honors from the University of Swansea in Wales, which included a year abroad at Cal State Long Beach. As Production/Traffic Manager, she is responsible for the accurate and efficient scheduling of creative work from inception through completion. A creative, enthusiastic and technologically wired advertising professional, she also applies her extensive Internet researching and blogging skills to the development of successful social marketing initiatives for agency clients – as well as maintaining the voice of the agency via blogs and posts across leading social network sites. When not at the keyboard, Cassandra’s favorite place to be is Staples Center cheering on the home team – most notably, Shannon Brown and Anze Kopitar.

Brian Duenas, Graphic Designer

Brian is a talented and energetic graphic designer especially gifted in conceptual advertising. Holding a Bachelor of Science degree in Advertising from The Art Institute of California at San Diego, he is determined in finding the right visual solution in every situation. Possessing a keen eye for typography and always up on the latest design trends, Brian can be depended on to contribute a wide assortment of fresh and clever ideas. His skills include illustration, design layout, graphic design, audio production, website design, photography and copywriting. He recently took home a Silver in the 2009 San Diego Creative Show ADDY Awards, which recognized his creative efforts for Wateraid: Water Crisis in Africa. Brian loves music, which is almost always streaming (sometimes loudly) when he’s at the computer.

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Deborah Fogel, Billing/Reconciliation With an impressive background that includes more than 20 years of financial and accounting experience, Deborah handles billing and reconciliation duties for all clients of ETA. She has worked as an accountant, financial analyst and controller, demonstrating proven expertise in all finance-related matters – including the preparation of financial statements, forecasts, cash flow analyses and budgets. Deborah has also initiated new computer systems and created new internal financial reports to track cost savings. She holds a Bachelor of Science degree in Accounting from New York’s Nazareth College and has a passion for the outdoors and hiking. In fact, Deborah assisted the IMAX film crew in the making of Everest, spending two weeks at Base Camp at 17,000 feet.

Elise Severson, Marketing Assistant A recent Communication Studies graduate from Cal State Long Beach, Elise holds the title of Marketing Assistant, performing various administrative and account management duties at the agency. She is a proud alumnae member of Alpha Phi Fraternity, and had the honor of serving as Chapter President for 2009 – as well as Panhellenic President for 2010. Elise also took home the Greek Woman of the Year Award, a coveted honor from the Cal State Long Beach Greek Community recognizing excellence in academics, leadership and campus involvement. A bright and energetic advertising professional born in Long Beach and currently residing in Seal Beach, Elise is passionate about baking. Whether its oatmeal chocolate chip, red velvet cupcakes or peanut butter brownies, you name it and she’ll bake it.

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ACCOUNT HOURS Approximate number of hours the team will devote to the account Below is the estimated percentage of time and equivalent hours ETA Advertising anticipates devoting to the Port of Long Beach account on an annual basis. The chart below reflects the commitment by department and individuals to create, produce, place and track advertising during a 12-month period.

Estimated Annual Hours by Discipline

Department

Function/Person

Est. % of Time

Est. Total Annual Hours

Account Management President, Cindy Allen 10 208

Account Director, Bill Barrick 20 416

Account Manager, Rachel Holiday 35 728

Marketing Assistant, Elise Severson 30 624

Est. Sub Total: 1,976

Account Planning Account Planner, Dannette Drehsen 15 312

Est. Sub Total: 312

Creative, Production & Traffic Creative Director, Shauna Wagoner 10 208

Sr. Art Director, Paul Christensen 30 624

Sr. Copywriter, Bob Satmary 30 624

Production and Traffic, Cassandra Popli 25 520

Graphic Designer, Brian Duenas 5 104

Est. Sub Total: 2,080

Media Media Planning/Buying, Rachel Stocking 25 520

Est. Sub Total: 520

ESTIMATED TOTAL HOURS: 4,888

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TEAM ORGANIZATION Account team organizational chart

Cindy Allen President/Owner

Shauna Wagoner Creative Director

Bill Barrick Account Director

Frank Toobi Interactive Manager

Bob Satmary Sr. Copywriter

Paul Christensen Sr. Art Director

Dannette Dreshen Account Planner

Rachel Holliday Account Manager

Rachel Stocking Media Planner/buyer

Brian Duenas Graphic Designer

Elise Severson Marketing Assistant

Deborah Fogel Billing/Reconciliation

Cassandra Popli Production/Traffic

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EXPERIENCE/EXPERTISE

Provide samples of projects similar in nature completed by your firm

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EXPERIENCE/EXPERTISE A representative description of projects similar in nature completed by your firm

Case Study #1 A Brand Revitalization Story

PRODUCT: Business and consumer banking BUDGET: $2 million KEY PROBLEM: F&M Bank has earned the title of California’s Strongest Bank® in large part by remaining committed to financial conservatism for more than a century. However, consumers perceived it as stodgy, old-fashioned and behind the times. The brand was tired and lacked a meaningful online presence to serve its customers. The brand needed an overhaul and revitalization. KEY STRATEGIC INSIGHT: The bank’s online banking products and website navigation, key consumer needs and expectations, were virtually non-existent which reinforced F&M’s brand image as an old-fashioned institution. Implementation of a leading-edge and redesigned website was crucial to move the brand forward and reverse the trend of dwindling market share.

CREATIVE STRATEGY: 1) Reinforce F&M’s status as California’s Strongest Bank®, and 2) Launch a comprehensive brand awareness campaign projecting a new, contemporary F&M brand image. TACTICAL ELEMENTS: Bus and transit displays, local cable TV, print, direct mail, permission-based email, in-branch signage, collateral, outdoor banners, website redesign and iPhone apps. TARGET AUDIENCE: 1) Community-based (Long Beach) business owners, and 2) High-income consumers, ages 30+. RESULTS: The campaign generated an additional $49 million in business.

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EXPERIENCE/EXPERTISE (cont.) A representative description of projects similar in nature completed by your firm

Case Study #2

An Affinity Marketing Story

PRODUCT: Apartment community of 291 units BUDGET: $500,000 KEY PROBLEM: A saturated Long Beach rental market and lingering economic downturn were among the most significant barriers to renting a home at the upscale, higher-priced gallery421 community. KEY STRATEGIC INSIGHT: Employees in the Long Beach area were determined to be the most viable target market – and the most likely group to spend more than $1,400 on monthly rent for their next home. To effectively reach this target, affinity group marketing was utilized which targeted Long Beach employers with 500 or more employees.

CREATIVE STRATEGY: 1) Create a brand identity that differentiated gallery421 from other Long Beach apartment communities, 2) Develop advertising that focused on the most desirable property attributes – fitness center, pet friendliness, pool/spa, etc., 3) Pinpoint and utilize brand champions through affinity group marketing. TACTICAL ELEMENTS: New brand identity, print, collateral, website design, social media, permission-based email, affinity group marketing, building signage. TARGET AUDIENCE: Urban renters with annual HHI $70K and higher. RESULTS: Nearly 50% of the apartments leased within five months and the property continues to experience robust traffic.

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Case Study #3 A Loyalty Marketing Story

PRODUCT: Auto dealership BUDGET: $200,000 KEY PROBLEM: The worst economic downturn in recent memory – with its high unemployment and weak discretionary spending activity – presented a sizable challenge for automotive dealerships to sell and lease new vehicles. KEY STRATEGIC INSIGHT: Research shows people are extremely loyal to the Audi brand. Marketing and advertising efforts were specifically geared to this loyalist group rather than speaking to a general audience-at-large of new car buyers.

CREATIVE STRATEGY: Given the strong Audi loyalty in the market, a competitive blunting effort was employed. This highly targeted communications effort utilized detailed market analyses to reach prospective buyers in Orange County and Los Angeles County – markets where competing Audi dealerships are located. TACTICAL ELEMENTS: Local cable TV, online media, direct mail, public relations. TARGET AUDIENCE: Men, ages 25-54 with annual HHI $65K – $75K and higher. RESULTS: In November, 2010, Circle Audi had their best sales month . . . ever.

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Case Study #4 A Demand Generation Story

PRODUCT: Community of 380 loft-style condos BUDGET: $500,000 KEY PROBLEM: A stalled economy with high unemployment created nothing but sweeping pessimism for the real estate market. Attracting and converting real estate buyers during this challenging time required huge price discounts, yet the project developer was intent on not resorting to “fire sale” tactics. KEY STRATEGIC INSIGHT: Buyers of real estate respond best when there’s a sense of urgency, a recognized scarcity of available product or both. This campaign, essentially a one-day-only sales event, capitalized on these insightful human truths.

CREATIVE STRATEGY: Develop and promote a one-day-sales event called “The Event” with a goal of selling 60 condominium homes. Leverage and promote “limited time” offer and “reduced pricing”. TACTICAL ELEMENTS: Local cable TV, radio, online media, social media, print, direct mail, public relations, microsite, landing pages, affinity group marketing, guerilla/street teams. TARGET AUDIENCE: 1) First-time home buyers, 2) Parents buying for their college children, 3) Investors. RESULTS: During the 6-week marketing campaign:

54 sales contracts singed within 1 week 382% increase in website traffic 308% increase in phone calls 107 event passes distributed 9,960 unique visitors to landing pages Ultimately, all 60 homes sold

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Case Study #5 A Brand Revitalization Story

PRODUCT: Hospitality BUDGET: $2 million KEY PROBLEM: Feedback from business travelers revealed that Hilton was losing its luster with regards to overall quality and the renowned Hilton guest experience. KEY STRATEGIC INSIGHT: Although business travelers typically enjoy short hotel stays and utilize a limited number of property amenities, they still demand a high degree of guest services and pampering that serve as a type of sanctuary from business-related pressures.

CREATIVE STRATEGY: Re-establish Hilton as a hospitality company known for impeccable personalized service by recapturing the essence of the brand’s legendary service culture as demonstrated in the core values of its founder, Conrad Hilton. TACTICAL ELEMENTS: National print, television, online advertising. TARGET AUDIENCE: Business travelers. RESULTS: 37% increase in website traffic; 7% up tick in hotel visits.

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hilton.com 1-800-Hiltons

Sanctuary from whatever you seek sanctuary from.


all the things you need. Some you just want.


take away as what we give. It's just as much about what we

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EXPERIENCE/EXPERTISE (cont.) Description of your firm’s experience collaborating with other firms in similar projects

ETA Advertising has the necessary talent and experience to accommodate any client need. However, there are occasions when we collaborate with outside resources. This may include calling upon temporary staffing agencies to recruit guerilla marketing street teams to distribute flyers and other hand-bills, at special events, areas with heavy foot traffic or in community neighborhoods. In the area of primary research, we may collaborate with firms that specialize in polling, exit interviews, online panels or focus groups to better understand customer and prospect perceptions and experiences with client brands, as well as competitive brands and their products/services. Naturally, we regularly collaborate with photographers, producers, directors and casting agencies which specialize in particular product categories – such as automotive, and food – which require special staging and shooting. The bottom line is we’re flexible, accessible and easy to work with. We’ll do whatever it takes to get the job done right the first time – on budget and on schedule.

Jobs. And more jobs. With the movement of products of virtually every kind, the Port is a powerful economic engine. In fact, 316,000 jobs in the five-county Southern California region are Port-related. [ ]

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EXPERIENCE/EXPERTISE (cont.) Experience implementing brand strategies (developing and managing advertising and marketing campaigns in a seaport environment will be considered favorably) ETA Advertising, as a business entity, has more than five years experience creating, implementing, measuring and refining brand strategies and marketing communication campaigns for a diverse roster of clients. Additionally, the senior team members earmarked to work on your account each have more than 20 years' of brand, marketing and advertising experience gained from working with some of the most prestigious, competitive and demanding companies in the U.S. We are absolutely confident our experience in creating and implementing brand strategies as well as developing and managing advertising and marketing campaigns makes us uniquely qualified to serve the Port of Long Beach. This experience is exemplified by the case studies noted earlier on pages 24 – 33 and biographies on pages 13 – 20.

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EXPERIENCE/EXPERTISE (cont.) Include a list of for-profit and non-profit organizations (including government agencies) for which your firm has produced advertising

For-Profit Organizations

Aqua Condominiums Genesis Real Estate Group

Aquarium of the Pacific INCO Company

Beverly Hills Surgical Institute International City Bank

Brookfield Homes Southland International City Theatre

Century 21 Kelly’s Restaurant

Circle Audi Long Beach Symphony Orchestra

Cooking.com Lyon communities

Creekside Lake Arrowhead M2Fitness

CT Realty Oreck

DENSO Parker’s Lighthouse

Diva Aesthetics Pine@Sixth

Doubletree Hotels Queen Mary Island

Eye Physicians of Long Beach Smooth’s

Farmer’s & Merchants Bank South Coast Shingle

Friedmans Subway

Hotel Maya UDR

Hilton Hotels Windstar Communities

Non-Profit and Government Agencies

Boy Scouts of America Long Beach Chamber of Commerce

City of Long Beach Long Beach Convention & Visitors Bureau

Community Hospital of Long Beach Rotary Club of Long Beach

Downtown Long Beach Associates Special Olympics of Southern California

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REFERENCES Client references that the Port’s selection committee may contact concerning your firm’s performance

Ms. Carina Hathaway VP of Marketing Brookfield Homes 3090 Bristol Street, Suite 200 Costa Mesa, CA 92626 P: 714.427.6868 E: [email protected]

Mr. Tom Croxton General Manager Circle Audi of Long Beach 1919 North Lakewood Blvd. Long Beach, CA 90815 P: 562.597.3663 E: [email protected]

Ms. Becki Ames Long Beach Chief of Staff City of Long Beach 333 West Ocean Blvd., 14th Floor Lon g Beach, CA 90802 P: 562.570.6801

Ms. Adrian Taves Director of Education Community Hospital of Long Beach 1720 N. Termino Ave. Long Beach, CA 90804 P: 562.498.1000 E: [email protected]

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REFERENCES (cont.) Client references that the Port’s selection committee may contact concerning your firm’s performance

Mr. Kraig Kojian President & CEO Downtown Long Beach Associates 100 W. Broadway, Suite 100 Long Beach, CA 90802 P: 562.436.4259 E: [email protected]

Mr. Dan Walker Chairman of the Board & President Farmers & Merchants Bank 302 Pine Avenue Long Beach, CA 90802 P: 562.437.0011 E: [email protected]

Ms. Jane Netherton President & CEO International City Bank 249 E. Ocean Blvd. Long Beach, CA 90802 P: 562.436.9800 E: [email protected]

Mr. Randy Gordon President & CEO Long Beach Chamber of Commerce One World Trade Center, Suite 206 Long Beach, CA 90831 P: 562.436.1251 E: [email protected]

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Mr. Jim McDonnell Chief of Police Long Beach Police Department 400 West Broadway Long Beach, CA 90802 P: 562.570.7260

Ms. Suzanne Maddalon Lyon Communities Acquisition Development Management 4901 Birch Street Newport Beach, CA 92660 P: 949.838.1263 E: [email protected]

Ms. Kristi Allen General manager Hotel Maya A Doubletree Hotel 700 Queensway Drive Long Beach, CA 90802 P: 562.481.3890 E: [email protected]

Ms. Karen Wyrick Executive Director Rotary Club of Long Beach 1119 Queens Highway, Suite 103 P: 562.436.8181 E: [email protected]

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Ms. Nancy Becker Event Manager Special Olympics of Southern California 6730 E. Carson Street Long Beach, CA 90808 P: 562.354.2606 E: [email protected]

Mr. David Williams VP, Marketing UDR 5430 LBJ FWY, suite 1250 Dallas, TX 75240 P: 972.763.3506 E: [email protected]

Teacher’s pet. The health of our area’s children is important to the Port. That’s why they’ve invested $4.7M to improve air quality for youngsters in schools, day-care centers and other youth facilities. [ ]

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COMPREHENSION

Demonstrate your understanding of the Port’s objectives, knowledge of the City of Long Beach and the port industry

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COMPREHENSION OF OBJECTIVES Demonstrate your understanding of the Port’s objectives

Based on our literature review, conversations with constituents and the background section in the Port’s RFQ, we believe the Port’s objectives include the following: 1. Overall objectives:

a. Engage the serves of a professional firm to manage advertising campaigns including the

development and execution of comprehensive, effective and long-term advertising programs for:

i. Current and potential port customers, and ii. Local and regional community stakeholders

2. Trade objectives are to promote:

a. The Port’s efficiency in moving cargo b. The presence of two national railroads c. The huge local market for goods d. One of the nation’s biggest warehouse and distribution networks

3. Community objectives are to promote the Port’s environmental initiatives:

a. The Clean Air Action Plan b. Clean Trucks Program – the Port’s Harbor Commission has voted to expand the program by

penalizing small Class 7 trucks for dray-offs (i.e., switching cargo from a “clean” to a “dirty” truck within the harbor District)

c. The Port’s $425,000 commitment to help develop a hydrogen fuel cell plug-in electric Class 8 truck for harbor drayage and a hydrogen fuel cell zero-emission terminal tractor for marine terminal work

Green. It’s how you roll. To further improve air quality, the Port is investing nearly half a million dollars to develop a plug-in electric Class 8 truck and a zero-emission terminal tractor. [ ]

4. Other objectives – promote the Port's contributions to the community

a. 30,000 Long Beach jobs b. Community Grants Program contributing $4.7 million

to Long Beach schools and youth facilities c. The fact that the Port is self-supporting financially and

receives no funding from the city of Long Beach's general fund

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KNOWLEDGE OF LONG BEACH Describe your knowledge of the City of Long Beach

We have extensive, first-hand knowledge of the City of Long Beach. First of all, ETA Advertising is a licensed business in Long Beach and half the agency staff lives in Long Beach; the other half spends their days in Long Beach contributing to the economic vitality of local businesses. Cindy Allen, the owner of ETA Advertising, is a Long Beach native and grew up on the Westside of Long Beach; she fully understands the many perceptions and complexities the Port faces within the community. Additionally, Cindy and many staff members attended Long Beach Poly, Long Beach Community College and Cal State Long Beach. In 1988, Cindy joined the Long Beach Police Department and had the privilege of working in the area of the Long Beach Port (and ate lunches with her mom on the Westside.) Cindy and the ETA team are very active in the community and have worked with the citizens of Long Beach, City Government, City Officials, and more than 130 Long Beach businesses over the years in different capacities. Cindy is a regular supporter of many of Long Beach’s events and charities and has a stellar reputation in the Long Beach area. She also serves on the Board of Directors of many Long Beach organizations including Long Beach Chamber of Commerce, Long Beach Community Hospital – Condit, Long Beach Memorial – Partnerships in Excellence, Long Beach Police Foundation, Special Olympics Southern California and the Women’s Business Council.

ETA’s local and national affiliations include:

American Association of Advertising Agencies Long Beach Police Officers Association

American Marketing Association Long Beach Women’s Business Council

California Building Association Memorial Hospital of L.B. Partnership in Excellence

Century Club Rotary Club of Long Beach

Direct Marketing Association Sales & Marketing Council of Southern California

L.A. Small Business Enterprise Women’s Business Enterprise

Long Beach Chamber of Commerce Women’s President Organization

Long Beach International Business Council

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INDUSTRY KNOWLEDGE Knowledge of the port industry and/or the Port of Long Beach Southern California’s twin ports make up the nation’s biggest cargo container hub, but there’s increasing competition from foreign and domestic harbors. “The days of Long Beach and Los Angeles ports being one big river for trade, with just trickles for everyone else, are over. Now you have as many as seven contenders vying for the same business and each one of them has very big plans,” according to Asaf Ashar, a professor at the National Ports and Waterways Institute in Washington. A major competitive concern comes from new competition in Canada and Mexico, not to mention U.S. ports on the Gulf of Mexico and the East Coast that have elbowed their way past small West Coast ports. “In 2000, the playing field was very different. Five of the world’s 10 busiest ports were in the U.S. and Europe. Long Beach and Los Angeles ranked eighth and seventh, respectively.

“Back then Vancouver was only the 13th ranked port in North America and not even Canada’s largest. Savannah’s port was smaller than Vancouver’s. Manzanillo and Lazaro Cardenas, both on Mexico’s West Coast, had very little traffic. The Port at Prince Rupert, in upper British Columbia, wouldn’t open for seven more years. “Today, seven of the world’s busiest ports are in China. Long Beach and Los Angeles rank 17th and 16th. The change reflects not only china’s emergence as the dominant manufacturing economy, but also the way U.S. retailers and the shipping lines that carry their products are spreading their business around, according to the Los Angeles Times, “LA, Long Beach Ports Fight to Stay Dominant”. “Retailers have diversified the ports they use, forging a “four corners” strategy that also includes harbors in Canada, the Gulf Coast and the East Coast”, according to John Husing, an independent economist who tracks the effect of international trade on the Inland Empire, home to one of the nation’s largest warehouse and distribution hubs for import cargo. “That has meant more cargo to places like Vancouver, Houston and Savannah,” said Husing.

The economic upturn. As one of the busiest seaports in the world, the Port of Long Beach generates more than $47 billion in direct and indirect business each year. [ ]

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INDUSTRY KNOWLEDGE, (cont.) Knowledge of the port industry and/or the Port of Long Beach And, according to the L.A. Times article, “The threat from Canada and Mexico is all too real with the emergence of a major effort to link the ports of Vancouver and Prince Rupert via Canadian National Railway. The railway has acquired routes that run south into the U.S. to Chicago, Memphis, New Orleans and Mobile, Alabama, in a bid to challenge Union Pacific and BNSF as North America’s dominant railroads. “In Mexico, much attention has been given to the effort to build a major port at Punta Colonet, but two other ports – Manzanillo and Lazaro Carenas – have emerged as the real players, benefited by rail infrastructure improvements by lines such as Kansas Southern." Together those four ports in British Columbia and Western Mexico handled four million containers in 2009, most bound for the U.S. The two charts below illustrate how the Port of Long Bach compares to other West Coast ports (Fig. 1), and notable global ports (Fig. 2), in terms of container shipments.

West Coast Container Port Traffic in TEUs (TEU = Twenty-Foot Equivalent Unit)

Fig. 1

TEU

s (0

00)

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

Port of Los Angeles

Port of Long Beach

Port of Oakland

Port of SeattlePort of Tacoma

Port of San Diego

Source: American Association of Port Authorities

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INDUSTRY KNOWLEDGE, (cont.) Knowledge of the port industry and/or the Port of Long Beach

Worldwide Container Port Traffic in TEUs (TEU = Twenty-Foot Equivalent Unit)

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2004 2005 2006 2007 2008 2009

Sinapore / SingaporeShanghai / ChinaHong Kong / ChinaShenzhen / ChinaBusan / S. KoreaGuangzhou / ChinaDubai / UA EmiratesNingbo / ChinaQingdao / ChinaRotterdam / NetherlandsTianjin / ChinaKaohsiung / TaiwanPort Klang / MalaysiaAntwerp / BelgiumHamburg / GermanyLos Angeles / USATanjung Pelepas / MalaysiaLong Beach / USAXiamen / China

Fig. 2 TEU

s (0

00)

Source: American Association of Port Authorities

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PRINT MEDIA Provide a list of publications your organization has produced advertising, including at least three full color samples. (Samples will be returned) Below is a list of business and consumer publications for which we regularly produce and place advertising.

Business Publications Consumer Publications

Compressor Tech Magazine City Beat Magazine (The District)

Long Beach Business Journal Downtown Gazette

Los Angeles Business Journal Grunion Gazette

Orange County Business Journal LA Weekly

Puget Sound Business Journal Live OC

LiveLB

Long Beach Beachcomber

Long Beach Live Magazine

Long Beach Press Telegram

Los Angeles Times

Manhattan Beach Sun

OC Metro

OC Weekly

Orange County Register

Palacio Magazine (Hispanic publication)

Palos Verdes Peninsula News

San Pedro Sun

Santa Maria Sun

Santa Maria times

Signal Hill Tribune

The Beach Reporter

Torrance Daily Breeze

Uptown Gazette Rough waters ahead. Haulers, freight forwarders and supply-chain gurus are advocating a “four corners” strategy to move more cargo through Vancouver, Houston and Savannah – and reduce the reliance on the West Coast.

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PRINT AD SAMPLE #1 Provide a list of publications your organization has produced advertising, including at least three full color samples. (Samples will be returned.)

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PROPOSED BUDGET – BASIC SERVICES Estimated cost of basic serves to be performed, including breakdown of the cost by task Below are our estimated annual labor costs for creating, placing, measuring and providing strategic counsel to the Port.

Estimated Labor Costs for Basic Services by Discipline Department

Function/Person

Est. Annual Labor Hours

Est. $ Cost

Account Management President, Cindy Allen 208 0

Account Director, Bill Barrick 416 83,200

Account Manager, Rachel Holiday 728 80,080

Marketing Assistant, Elise Severson 624 46,800

Est. Sub Totals: 1,976 $ 277,680 Account Planning Account Planning, Dannette Drehsen 312 46,800

Est. Sub Totals: 312 $ 46,800 Creative, Production & Traffic Creative Director, Shauna Wagoner 208 46,800

Sr. Art Director, Paul Christensen 624 93,600

Sr. Copywriter, Bob Satmary 624 93,600

Graphic Designer, Brian Duenas 104 8,840

Production and Traffic, Cassandra Popli 520 57,200

Est. Sub Totals: 2,080 $ 300,040 Media Media Planning/Buying, Rachel Stocking 520 57,200

Est. Sub Totals: 520 $57,200 ESTIMATED TOTALS: 4,888 $ 614,120

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BILLABLE RATES AND TIME ALLOCATIONS Billing rates by position as well as estimated time devoted to the account, and other costs1, including travel

Billable Hourly Rates by Discipline and Estimated Annual Time

Title/Function

Billable Hourly Rate $

Est. % of Time

Est. Annual Hours

Est. Annual Cost $

President 325 10 208 0

Creative Director 225 10 208 46,800

Account Director 200 20 416 83,200

Sr. Art Director 150 30 624 93,600

Sr. Copywriter 150 30 624 93,600

Account Planning 150 15 312 46,800

Account Manager 110 35 728 80,080

Production & Traffic 110 25 520 57,200

Media Planning and Buying 110 25 520 57,200

Graphic Designer 85 5 104 8,840

Marketing Assistant 75 30 624 46,800 EST. TOTALS: 4,888 $ 614,120

1 Other Costs: Travel is billed at cost and standard hourly rates apply unless other arrangements have been made in advance. Other miscellaneous costs such as messenger services, postage, phone charges, and the like, are billed at cost and proof of service or charges are included with monthly billing.

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ADDITIONAL SERVICES (if applicable) Describe additional services your firm may provide Although the following additional services are not part of the basic services plan as described by the Port’s RFQ, they are available and would be estimated on a project-by-project basis. They include: Affinity Group Marketing Affinity Group marketing is about forming strategic partnerships for our clients with major organizations in a community. This type of marketing has been extremely successful and has allowed us to cost effectively deliver our clients’ unique messages or offers to a highly targeted and insulated audience. Groups may include fraternal organizations, employee’s at large organizations, social or other populations that have common interests. Database Marketing Database marketing is a form of direct marketing using databases of customers or prospects to generate personalized communications to promote a client’s products or services. By segmenting our clients’ customers according to their lifestyle characteristics, demographics, location, behaviors and values, we can develop highly relevant marketing strategies and tactics that reach each customer segment with greater rational and emotional messages. ETA Advertising uses a variety of database segmentation and testing methodologies such as Claritas, Invoke, A-B testing and Lift Studies. Guerilla Marketing We believe strongly in the effectiveness of experiential marketing. We’ve assembled “street teams” either on foot or on bike to hand out flyers, stickers and other promotional items to people within a target community. ETA has also used such guerilla tactics as placing clever signs and car wraps around a specific area with different messages. Guerilla marketing leverages elements of human emotion, local and immediacy to connect with people in the community. The goal of experiential marketing is to establish a connection in such a way that the community member responds based on their emotional and/or rational reaction to the message.

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ADDITIONAL SERVICES (if applicable, cont.) Describe additional services your firm may provide

Mobile Marketing Also known as the 4th screen (following cinema, TV and PCs), ETA uses mobile marketing in a variety of ways – from text messaging to smartphone applications. Mobile marketing is relatively easy to create and execute with messages being delivered to recipients in a matter of seconds. We found the average SMS response rate is 15% versus 3% for traditional promotional methods such as direct mail. And, the messages can be personalized for individuals who’ve opted-in to receive them. Social Media This unique platform not only enables businesses to connect on a deeper level with consumers, but it triples as an SEO and strategic consumer research tool. This medium can be useful in testing and observing consumer perceptions and ideas about a brand, product or service. If the purpose of a business is to create customers, then Social Media marketing’s purpose is to create emotional connections with customers who act as ambassadors to garner new customers. Form creating business profiles and interacting with customers on platforms like facebook and Twitter, to monitoring and compiling customer reviews and mentions of your business on Yelp, we provide a robust social media service that we tailor to each client’s campaign strategy.

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SAMPLE PRODUCTION ESTIMATES Provide a cost estimate for designing, sizing and placing a 1-page print ad and 1-online ad Sample Quote #1: 1-Page Print Ad2

Service/Task Description

Hourly Rate $

Est. Hours

Est. Total Cost $

Concept 150 12 1,800

Layout/Design 150 12 1,800

Art Direction 150 8 1,200

Copywriting 150 8 1,200

Sizing for 3 publications (3 different sizes) 85 3 255

Media placement (1 hour per ad x 3 ads) 110 3 330

EST. TOTALS: 46 $6,585

Sample Quote #2: One online banner ad

Service/Task Description

Hourly Rate $

Est. Hours

Est. Total Cost $

Concept 150 12 1,800

Layout/Design 150 12 1,800

Art Direction 150 6 900

Copywriting 150 6 900

Sizing for 3 sites (3 different sizes) 85 3 255

Media placement (1 hour per ad x 3 ads) 110 3 330

EST. TOTALS: 46 $5,985 2 Includes two rounds of revisions; original or stock photography/illustrations, not included.

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ESTIMATED FEES Please describe and estimate monthly fees associated with the ongoing maintenance of this account – account management, creative development, media planning and buying, administrative activities, etc.

Based on the Port’s objectives and a stated annual budget of $915,000, we estimate our monthly fees for Budget Scenario #1 to be $51,177 to cover our labor costs for on-going account management, account planning, strategy, creative development, production, traffic, media planning, media buying, and post-buy analyses. For Budget Scenario #2, our monthly fees for basic services would be $29,833. These fees are calculated as follows: Budget Scenario 1: Task-based method

Item Description Budget Expense Remaining Budget Total Annual Budget $915,000

Agency Labor for Basic Services, Annual $614,120 300,880

Est. Media Costs $200,880 100,000

Est. Production Costs $100,000 0

EST. BALANCE: 0 Budget Scenario 2: Percentage-based method

Item Description Budget Expenses Remaining Balance Total Annual Budget $915,000

Est. Agency Labor for Basic Services, Annual $358,000 (39%) 557,000

Est. Media Costs $457,000 (50%) 100,000

Est. Production Costs $100,000 (11%) 0

EST. BALANCE: 0

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SIGNED INSURANCE FORM Sign the insurance requirements form (Appendix B) acknowledging you’ve read and understand the requirements Below is the signed insurance requirements form.

Risk Management Division

Insurance Requirements for Tenant/Contractor/Vendor Vapor, soot, fumes, acids, alkalis, chemicals and waste. Waste includes materials to be recycled, reconditioned or reclaimed.

Miscellaneous:

Risk Management Division Contact Information

ETA Advertising acknowledges and understands the insurance requirement as outlined in the insurance Requirements for Tenant/Contractor/Vendor document. If selected, ETA Advertising is prepared to provide all necessary documentation as required.

Cindy Allen, President/Owner ETA Advertising

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THANK YOU