Sense of Place Proposal NLCM

7/29/2019 Sense of Place Proposal NLCM

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Coul a Mak PoPoal

Submitted to:

The Cheboygan County Economic Development Corporation

870 South Main Street Cheboygan, MI 49721

h C h b o y a C o u y

S e n S e o f P l a c eP o j C

c r e a t i v e m a r k e t i n g

advertising Pic etins esign nternet Mreting Cnsting

Submitted by:

224 North Main Street Cheboygan, MI 49721 231-268-3115

www.NorthernLightsAdvertising.com


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Table of Contents

The Project 2_________________________________________________

Sense of Place Committee 4_________________________________________________

Sense of Place Assets List 5

_________________________________________________

Northern Lights Proposal Our Vision 8_________________________________________________

Activities Outline 12_________________________________________________

Documents Outline 15_________________________________________________

Timeline 15

_________________________________________________

Northern Lights Creative Marketing 16_________________________________________________

Confidentiality and Rights to Material 26_________________________________________________

Work Order Changes 26_________________________________________________

Sense of Place Project Budget 26

_________________________________________________

Summary 30


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The Project

The Cheboygan County Sense of Place Project is

one of the most significant marketing initiatives

undertaken by the area in recent memory. It seeks

to help communities of the county, especially those

which have not yet done so, define and take

purchase in what makes them unique and

compelling places to visit, work, and live. It also

seeks to establish a broad marketing message for

the county area that works in harmony with the community marketing messages.

Equally important, the Cheboygan County Sense of Place Project envisions the creation of a

sustainable marketing plan, media tools, and new funding sources to reach the targeted

audiences. The targeted audiences are very well defined in the Request for Proposal.

As defined in the RFP, Sense of Place for a community is its uniqueness as a town or locale, its

own remarkable history and its place in the American fabric, its natural resources and beauty, its

architecture, its recreational opportunities, and its people. Its place-making in community

planning terms and the greater region or county is a sum total of each community which has it

own unique and definable Sense of Place.

The project came about as an outgrowth of the Strategic Plan of the Cheboygan CountyEconomic Development Corporation (EDC). Two of the highest priorities of that plan are to

increase greatly the number of tourists visiting our communities and to attract entrepreneurs and

the new jobs that come with them in terms of small business development.

Tourism dollars are down significantly over the last decade. We need a whole new generation of

tourists to discover our county and its communities.

Unemployment is high. The area needs new employers and more jobs. Young educated people

are leaving the area and not coming back. We need to help build small business development

activities. We need to attract entrepreneurs.

So the principal target audiences are:

1. Potential visitors who would come to the communities of Cheboygan County if they knew

of the unique natural beauty, the special character to the communities, and the

recreational opportunities found no where else.

2. Entrepreneurial minded individuals (and their families) who wish to establish their

businesses in places which have a unique and irresistible quality of life.


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Of course, it wouldnt hurt to reach the baby boom generation eyeing retirement and looking forwonderful northern places to do it. Statistics show individuals of that generation become active

in their new communities and often start the business they always wanted to try.

When the communities of Cheboygan County understand and internalize their unique Sense of

Place and communicate it through effective branding and marketing, they can effectively

compete for tourism dollars and young entrepreneurs in a highly competitive environment.

The Sense of Place Request for Proposal for Cheboygan County, funded by the US Department

of Agriculture Rural Business Enterprise Grant clearly defines the mission, processes,

objectives and deliverables regarding the project. Overall long term success, however, depends

on the quality of the final Sense of Place branding by all communities participating, the cost-effective nature of the marketing plan developed and implemented, and the committed buy-in

participation of the area communities the plan is designed to benefit.

It is understood that the Study Committee of the EDC will provide guidance, input and

assistance in accomplishing the goals of the RFP for Cheboygan County.

Sense of Place Committee

Integral to the project, the Cheboygan County EDC will establish a Sense of Place Committee

made up of organizations, individuals, groups and other stakeholders, including but not limited

to the following:

Cheboygan County Community Development Department

Cheboygan Economic Development Group

Cheboygan Foundation

Michigan State University Extension (MSUE)

Northern Lake Economic Alliance (NLEA)

Northeast Council of Governments (NEMCOG)

Local Chambers of Commerce of the County

Tourism Bureaus of the County

Downtown Development Authorities

Village and Township Governments

Regional Asset Collaborative

Trails Groups

Outdoors Groups

Preservations Societies

Private Tourism Entities


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Businesses

Service Groups Rotary, Kiwanis, etc. Other Key Stakeholders and Organizations

Input from this committee will have much to do with the quality and sustainability of the final

Sense of Place marketing products, marketing plan, and in finding funding sources. This will be

a team effort from start to finish.

The fact that this committee will be established and will help support the project provides a great

opportunity for success. Great ideas will come from this group and this group will help test ideas

gathered from the communities and stakeholders.

Sense of Place Asset ListAccording to the RFP, a comprehensive list of Sense of Place Assets (for communities and for

the county at large) will be compiled and provided to the consultant as part of this project.

WE all understand that making a list is not good enough. How the assets are described and

made part of the local and area wide brand is critical. We have to get this right if we are going to

reach both the targeted tourism audience and those entrepreneurs who would be naturally

attracted to our unique part of northern Michigan if they learned about it.

Preliminary Sense of Place Assets List:

This list is intentionally left in random order.

One of the highest rated, varied-use trail systems in the country for hiking, walking,

running, bicycling, cross country skiing, ATV, and snowmobiling. Top rated Rails to

Trails destination.

Black Mountain State Recreation Area.

Miles of beautifulshoreline on Lake Huron and the Straits of Mackinac.

The majesty of the Mackinac Bridge.

Mackinac Islandsingular history and allure. Its the major tourism destination from our

county.

Cheboygan State Park. Aloha State Park.

Burt Lake State Park.

Rich culturalhistory and traditions.

Historic downtowns andneighborhoods.

Historical centers and museums.

Unique localarchitecture.


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Communitylibraries and information resource centers.

The Great InlandLake Waterway. Historic lighthouses and the Great Lakes Lighthouse Keepers Association and

Museum at Mackinac Point Lighthouse in Mackinaw City.

Three of the largest inland lakes in Michigan: Black, Burt, and Mullett. Boating and

fishing opportunities beyond compare. The lake life and access to it.

Marine andmarina services.

Many other smaller but wonderful inland lakes.

Many finely maintained andaffordable boat slips.

Incredible kayaking and river raftingopportunities.

Quick access to Michigan State Historic Parks: Fort Michilimackinac, Fort Mackinac,

and Mill Creek Discovery Park (in Cheboygan County). Thousands ofwoodland campground sites.

Nature Conservancyon Lake Huron.

Growinggreen lodgingindustry.

A long list ofspecial events throughout the year such as Summerfest, Riverfest and the

Wanigan and Kayak Races, Winterfest, Top-of-the-Mitt Boat Race, Salmon and Walleye

Fishing Tournaments, Labor Day Bridge Walk, open air concerts, golf tournaments,

Cheboygan County Fair, Holiday Parades and many other varied celebrations and

events in Wolverine, Topinabee, Aloha, Mackinaw City, Indian River and Cheboygan.

Inland lake shoreline drive on Mullett Lake. Its the scenic route to The Straits

from I-75. Championship golf courses.

Renowned lake and stream sportfishing.

One of the greatSturgeon preservation efforts in the upper Great Lakes.

Vaststretches of public and private forests and woodlands.

Rich farmland andsustainable local agriculture in a largely rural county.

Farmers markets in nearly every community.

Deep water port and harborin Cheboygan that is the envy of the northern Great

Lakes.

Ferry service to wild and mysterious Bois Blanc Island.

The Cheboygan Locks. The majorscuba diving center in the northern Great Lakes with the most sought after

shipwreck diving sites in the Straits of Mackinac which are easily accessible.

Wildlife in remarkable abundance.

Bird watchingin a major migratory route.

Renownedsmall and big game hunting.


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Michigans only thrivingElk Herd.

Cheboygan Riverfor fishing and kayaking and recreational boating. Sturgeon Riverfor trout fishing, rafting and kayaking.

Indian Riverfor fishing, kayaking and recreational boating.

Maple Riverfor trout fishing.

Pigeon Riverwatershed.

Renownedice fishingin the winter.

Increasingeducational opportunities at North Central Michigan College.

Arts communitycentered at the historicCheboygan Opera House and active in all

communities.

Old 23 Historic Route.

Short drive access to fabulous downhill skiing and snowboardingin our neighborcounty.

Some of the bestcross country and snow shoeingterrain and trails in Michigan.

Numerous pristine wetlands.

Incomparable day trip headquarters, by land and by water.

Eco-tourism positioning.

Ample energy resources in natural gas along with renewable energy opportunities in

solar, wind, and biomass power.

Rapidly developing broadbandinternet access for villages, towns, and rural areas.

Churches of nearly every denomination.

Michigans largestCranberry farm. Cross in the Woods, the world largest crucifix.

Vacation affordability.

Springtime morel mushroom huntingsuper destination.

Roads and transportation.

Significant community hospital presence in Cheboygan Memorial Hospital.

Cheboygan County Airport.

Pellston International/Regional Airport (Delta).

Senior services, facilities, and lifestyle values.

Rural, city, and village antique industry.

Hospitality industry: hotels, cabins, bed and breakfasts. Restaurants, from fine dining to casual, from historic downtowns to river and lakeside.

One of a kindshops and stores.

Activepublic service organizations.

Three vital and active chambers of commerce.

Cost of living, affordability of housing and real estate


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Northern Lights Proposal Our VisionNorthern Lights Creative Marketing, like each marketing

company participating in the proposal process, has its

own vision for fulfilling the consultants requirements

according to the Sense of Place RFP.

Northern Lights is not just a consulting firm, were a full

service marketing agency with in-house talents in

advertising, public relations, graphic design, website

development, and internet marketing. Our approach to

this project reflects those skills and strengths.

We will not only deliver the final Sense of Place

marketing themes and logos, marketing plan, Cheboygan

County area marketing website, and funding sources

concepts according to the RFP, Northern lights will also

produce designs for campaign collateral materials,

original photography archive, marketing videos, and marketing websites for Aloha, Topinabee,

and Wolverine. These and other additional services are outlined below.

This means the marketing for the Sense of Place Project, in terms of image, message, and

marketing tools will be ready to launch when the Sense of Place Marketing Plan is delivered.

We will perform this work all within the budget outlined.

As the RFP mentioned, the project is not limited to just the deliverables outlined because the

EDC is open to additional input during the selection process and subsequent implementation.

Our marketing consultant approach is in response to that.

The fact that we are members of the community is another reason for this approach. We know

the communities of the county want a united marketing program for the area. We propose

helping the communities and the county with an array of marketing services and definable

marketing end-result products and tools all within the budget of the project. This will help in

gaining community buy-in and enthusiasm.

We are active members of the Cheboygan, Indian River, and Mackinaw City Chambers of

Commerce. We are also members of the Petoskey Chamber as well as St. Ignace. Northern

Lights knows the communities, is headquartered here, and has a vested interest in cooperation

and participation.


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In terms ofmarketing consulting services asked for in the Sense of Place Project RFP,

Northern Lights will provide the following:

Meetings with Study Committee of the EDC. Periodic reports, discussions, and revisions.

Leadership in coordinating input and advice from the community Sense of Place

Committee.

Leadership, facilitation, coordination, promotion, and management of the community and

community stakeholder meetings.

Delivery of reports on community and community stakeholders meetings.

Delivery of logos and taglines for the participating communities (those which need one).

Delivery of Cheboygan County Sense of Place marketing website.

Delivery of Cheboygan County Sense of Place Marketing Plan.

Delivery of the Sustainability and Funding Sources Recommendations.

Delivery of Final Report.

In terms ofadditional agency services, Northern Lights will provide the following:

Develop Sense of Place marketing photography archive.

Develop Sense of Place marketing videos for each community and one combining those

for the county featuring Sense of Place assets.

Creative design and development ofSense of Place marketing campaign collateral

material (brochures, billboard graphic art, etc.).

Sense of Place websites for Aloha, Topinabee, and Wolverine, with consulting andintegration development for Mackinaw City, Indian River, and Cheboygan.

Website copywriting.

Website Content Management System (CMS) and training for the participating

communities.

Database system for e-newsletter marketing.

Integration of local websites into the Cheboygan County Sense of Place marketing

website.

Social media marketing development for website(s).

Search engine optimization (SEO) for the website(s) developed.

Sense of Place Project Communities: Marketing Discussion (google map for each)

1. Mackinaw City Mackinaw City has an effective marketing logo and brand already and,

as the primary gateway to Mackinac Island, is the number one summer tourism

destination in the state of Michigan. Its centered on being able to relive the past with

attractions like Historic Mill Creek, Fort Michilimackinac, Ft. Mackinac on Mackinac

Island, and the going back in time adventure of Victorian Mackinac Island itself.


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Their Living History, Making History marketing theme will be one of the brands

incorporated into the county Sense of Place marketing effort. They have a strongChamber of Commerce and active tourism bureau. Creating support for and active

participation in the area wide marketing plan will be the central focus of the consultant

activity in regards to Mackinaw City.

2. Indian River Indian River also has an effective marketing theme. The Chamber of

Commerce and the businesses of the community feel strongly about theirSense of

Place, that indeed All Trails Lead to Indian River.Its based on reality. Multi-use trails

pass through and by Indian River, two scenic rivers converge there, its in the heart of

the Inland Waterway, and its a major northern Michigan I-75 exit. This marketing theme

will be one of the brands incorporated into the county Sense of Place marketing effort.

They have a strong and active Chamber of Commerce (which performs services for the

tourism bureau). Like Mackinaw City, creating support and participation for the area wide

marketing plan will be the central focus of the consultant activity in regards to Indian

River.

3. Cheboygan Sense of Place branding for the City of Cheboygan is one of the most

important elements of the project. Not only is the City of Cheboygan the largest

community in the area, the city lacks a clear marketing theme or tagline while having one

of the longest lists ofSense of Place assets in the county. In the last year, both the

Chamber of Commerce and the city have been expressing their intentions of coming

together to make this happen. This project represents a tremendous opportunity to guidethat process and finally establish a Sense of Place marketing theme for Cheboygan, one

that is effective within the overall area marketing and branding plan envisioned in the

RFP. The marketing theme developed will be incorporated into the existing Chamber

and city websites. Northern Lights anticipates a high number of consultant hours will be

dedicated to developing the citys Sense of Place marketing theme with both the

Chamber of Commerce (which provides services to the tourism bureau) and city officials

deeply involved.

4. Wolverine Wolverine has a website but lacks a distinctive marketing theme and logo.

One of the most pristine stretches of the Sturgeon River (with some of the best trout

fishing in the north) runs right through the village and south of it. Theres kayaking and

many other recreational opportunities. Its close to the elk herd. Its vast woods are deep

and accessible by trails. This is the Wolverine State. A new Sense of Place website for

Wolverine will be created via the consultant and marketing work in this proposal.


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5. Topinabee Topinabee also lacks a distinctive Sense of Place marketing theme and

logo although it has many assets to communicate. Topinabee has a very modest andunderdeveloped marketing website. Its the only community along the scenic shoreline

drive of Highway 27 from Exit 313 off I-75 all the way to Cheboygan. It features a

remarkable library with a great history collection in the old train station right on the North

Central Michigan Trail. Situated on the sunrise side of Mullett Lake, Topinabee features

public access to the waters of Mullett Lake and has highly rated restaurants and unique

shops. A new Sense of Place website for Topinabee will be created via the consultant

and marketing work in this proposal.

6. Aloha The community of Aloha Village (located by Aloha State Park) has strong

Sense of Place assets but no distinctive marketing theme or marketing website. Aloha

State Park is one of the most popular camping destinations in northern Michigan for both

residents and visitors alike. On the shores of beautiful Mullett Lake, this community has

a long history, dating back to the railroad days, and offers a wonderful beach

atmosphere, boating access, open fields, playgrounds, village stores and over 300

campsites, many with electrical service. A new Sense of Place website for Aloha will be

created via the consultant and marketing work in this proposal.


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Local and Regional Sense of Place Branding Activities Outline

This marketing project is all about enthusiastic community buy-in and participation. Its centered

on identifying the local community marketing assets and understanding their importance in the

marketing message to reach our targeted audiences. The following list of activities is planned to

accomplish that goal and is presented in chronological order.

1. Visioning Meeting withEDC Study Committee

background discussion

communities review

Sense of Place Committee discussion

preliminary Sense of Place assets review -- identifying

preliminary marketing concepts review

consultant plan review and finalization

2. Visioning Meeting with theSense of Place Committee

background discussion

communities review

preliminary Sense of Place assets review --identifying

development of community stakeholders list

preliminary marketing concepts review and input gathering

committee survey

3. Visioning Meetings withCommunities and Stakeholders

initial Sense of Place project meetings with the participating community leaders in their

communities/marketing assets review and discussion identifying

review past and current asset marketing

stakeholders discussion tagline and logo discussion

marketing plan ideas and discussion

communities and stakeholders survey


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4. Progress Report to theEDC Study Committee

communities Sense of Place branding progress report and recommendations

area wide Sense of Place branding progress report and recommendations

preliminary marketing plan recommendations

preliminary funding sources concepts

input from committee

5. Meeting with the Master Plan Advisory Committee

share progress reports and gather input

6. Preliminary Sense of Place Graphic Design Based on Consensus

area wide and communities

logos with taglines

campaign collateral material designs (brochure, billboard, etc.)

area wide and community website landing page designs

7. Continued Marketing Plan Development

media plan research targeted audiences

funding and sustainability research

8. Ongoing Sense of PlacePhotography and Video Production

marketing content for websites

reinforcement of community and area wide assets forSense of Place

9. Meeting withSense of Place Committee

review and gain input community and area wide marketing logos, taglines,

photography, video, and website(s) landing pages

review and gain input Marketing Plan Outline


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10. Meetings with Communities and Stakeholders

branding endorsement (logos, taglines, images, website landing page) from local

communities and stakeholders

further Marketing Plan input and endorsement from local communities and stakeholders

11. Progress Report to theEDC Study Committee

area wide Sense of Place brand final review

community Sense of Place brands final review

Marketing Plan review

funding sources review

12. Website(s) Development

complete design process

site architecture planning

content development and copywriting

coding and programming

develop Content Management Systems (CMS)

develop social media marketing for websites

research and application of SEO develop email marketing function and database management

13. Meeting with Sense of Place Committee

branding and website(s) review and input

Marketing Plan review and input

funding sources discussion

14. Meetings with Communities and Stakeholders

final website designs, content, internet marketing functions, maintenance

marketing plan review and discussion

funding sources discussion

15. Meeting with the Master Plan Advisory Committee

Share all work to date and gather input


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16. Meeting with the EDC Study Committee Final Reports

branding, websites, and internet marketing plan

final marketing plan with media plan

final funding sources recommendations

website(s) ready to launch

17. Website Content Management Training and Social Media Marketing Training

18. Launch Websites with Internet Marketing and Other Fundable Elements of theMarketing Plan

Documents

a. First Progress Report to the EDC Study Committee

b. Second Progress Report to the EDC Study Committee

c. Final Report to the EDC Study Committee Sense of Place Branding, Marketing Plan,

Websites, and Funding Sources Recommendations

Timeline

Northern Lights proposes delivering the Sense of Place marketing themes and all creative work

(logos, taglines, websites, campaign collateral material design, and work-in-progress marketing

photography and videos) within six (6) months. The same is true for the proposed marketing

plan for the project. The marketing plan will be under development concurrent with the creative

work as the above Activities Outline indicates.

This timeline allows the opportunity for the countys Sense of Place project marketing to actually

begin at the optimum time for tourism based marketing; that is, during the time people are

making their vacation plans for 2012.

Web based marketing, including social media and email marketing, needs modest dollars

compared to print, radio, television, cable, and could begin almost immediately when the

consultant and agency work is completed. When the greater marketing plan is adopted and

funding sources identified, then implementation of the broader marketing agenda can begin.

Photography and video work would continue through the spring and summer of 2012 to create

the additional proprietary website content which markets spring and summertime in the area

(water and trails recreation, special events, etc.)


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Northern Lights Creative MarketingCheboygan Marquette

Recent Community Marketing Work

Indian River Chamber

e-newsletter, design, development and training

custom marketing sites for chamber members within the main website

marketing consulting


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Cheboygan County Fair

designed and developed website

designed logo

designed sponsorship solicitation materials

sponsorship marketing (sponsorship dollars increased two-fold)


County Master Plan

designed logo and tagline

copywriting and marketing consulting public relations for community visioning sessions

Cheboygan Countys YourCheboygan.com


public relations

Cheboygan Economic Development Group


logo development website development

community college in Cheboygan initiative consulting and project leadership

Cheboygan Events Committee

ongoing developmental work


member of the committee

St. Ignace Events Committee

designed sponsorship marketing materials

event marketing materials development


member of the committee


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Recent Logo Development, Branding, and Design


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Recent Regional and National Websites


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Mackinac Journal Magazine

Last year Northern Lights Creative Marketing provided

consulting services to The Mackinac Journalfor helping further

develop the concept and to help create the advertising plan for

sustained revenues for the new enterprise. The Journal, tag-

lined The Monthly Magazine of the Straits, was a project rooted

in the sense of place idea that the whole Straits of Mackinac was

one marketing area, with both in-common and distinct cultures

and histories.

We developed and wrote articles (and continue to do that) and set up initial sales contracts.

The magazine is owned by the Cheboygan Daily Tribune, a subsidiary of Gatehouse Media in

Webster, New York.

Cheboygan Today Magazine and Website

Over the course of the past two years, Northern

Lights Creative Marketing has developed and

written articles, provided photography, and

partnered with Straits Printing on the strategicmarketing plan forCheboygan Today. The

magazine is affiliated with the Chamber of

Commerce in marketing vacation tourism,

business, and year-round lifestyle advantages

of the City of Cheboygan and surrounding area.

We are currently developing the new online and interactive version ofCheboygan Today.


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Staff Profiles

Don Lewis Don is a lifelong marketing professional with nearly 30 years in marketing

consulting, advertising, public relations, and communications. Hes a member of the Board of

the Cheboygan Area Chamber of Commerce and is the Project Leader for Cheboygan

Economic Development Groups Community College Initiative. Don writes a weekly column for

the Cheboygan Daily Tribune called Back Up North. Hes a graduate of Yale University and

received his Masters in Creative Writing and Communication from the University of Iowa.

Chuck Atkins Chuck is a technology professional specializing in website development,

technology marketing plans, and information technology solutions. Beginning as a programmer

and software writer, Chuck has worked in the Information Technology field for over 15 years. As

both consultant and principal, hes assisted a broad spectrum of companies in designing andimplementing web-based marketing programs. Chuck has been a member of the Cheboygan

Area Jaycees for over 4 years and is a past president of the chapter and until recently was a

board member of the Cheboygan Economic Development Group. Chuck is a graduate of

Northern Michigan University where he earned his bachelor's degree in physics.

Bryan Tuck Bryan has over 25 years of creative design and management experience. He

delights in bringing effective messages to life through collateral material like brochures, point-of-

purchase displays, pamphlets and reports. His skill at blending image into websites and internet

marketing provides our clients an acute resource for taking advantage of todays most

remarkable marketing tool. Hes the SEO Strategist for Northern Lights as well. Bryan graduatedfrom Ferris State with a degree in Commercial Art in 1984.

Derek Jenkins Derek has been working in information technology for the past 10 years. He

graduated with a bachelor's degree in Computer Networking from Lake Superior State

University and a minor in Geographic Information Systems. In 2011 Derek moved to Cheboygan

from the Upper Peninsula.

Nate King Born and raised in Cheboygan, Nate earned a BS degree in Broadcast &

Cinematic Arts from Central Michigan University, and spent two years in the broadcast industry.

Nate also earned a second bachelor's degree in history and is a certified teacher, doing his

graduate studies at Grand Valley State University.

Sally Savic Sally has been writing and editing her entire career. Shes published numerous

short stories and the highly acclaimed novel Elysian Fields (Macmillan Publishing, 1990). She is

the lead editor forCheboygan Todayand writes articles for that publication and others. Sally is a

graduate of Tulane University and received her Masters in Creative Writing from the University

of Iowa.


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Confidentiality and Rights to Materials

All physical materials and creative work developed and produced during the course of the

consultant work will be the property of Cheboygan County.

Work Order Changes

Northern Lights will provide a form for signature for variances in scope and practice of the

consultant and agency work as requested from time to time by the Cheboygan County EDC.

Sense of Place Project Budget

Meetings Coordination, Facilitation, and Record Keeping, and Reporting

Meetings with EDC Study Committee 3 meetings with average 2.0 hours

Meetings with Sense of Place Committee 3 meetings with average 2.0 hours

Meetings with Communities Estimate 18 meetings with average 1.5 hours

Meetings with Various Stakeholders, Organizations and Businesses Estimate 30 with

average 1.5 hours

Research, Report Writing, Preparation and Follow-up Estimate 40 hours

Miscellaneous Marketing Consulting Estimate 40 hours

Estimated Hours: 184 @ $50

Estimate $7,200

(Northern Lights Standard Rate is $65. In-kind Contribution: $2,760)

Staff:

Don Lewis, Project Coordinator and Facilitator

Bryan Tuck, Project Design Leader

Meeting consultant hours will be billed once per month. If fewer meetings are required, this

budget item will be lower.


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Reporting Support Materials Printing, DVDs, Postage, Etc

Estimate $875

Meetings Hosting Expenses Occasional Meeting Rooms, Food and Beverage.

Estimate: $500

Meetings Travel

Estimated miles: 1100 at $.75 per mile

Estimate $825

Marketing Plan Development and Funding Sources

Market Research Estimate 30 hours

Media Plan Development Estimate 30 hours

Funding Source Identification and Recommendations 40 hours

Estimated Consulting Hours: 100 Hours @ $50

Estimate $5,000 (Northern Lights Standard Rate is $65. In-kind Contribution $1,500)

Staff:

Don Lewis, Project Coordinator

Sense of Place Graphic Design

Four (4) Logos with taglines (four design variations for each).

$1,600

Staff:



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Marketing Campaign Material Design for Area Wide Campaign

Brochure layout, billboard layout, and rack card layout.

$1,000

Staff:


Sense of Place Tagline Copywriting

(No cost. Estimate 30 hours @40 per hour: In-kind contribution of $1,200)

Staff:


Sense of Place Proprietary Video Production

Branding videos for six communities and one for Cheboygan County area) includes scripting,

filming, film editing, and music editing.

Videos will be filmed through the next four seasons.

Each video Five (5) minutes in length.

$3,500 (Normal cost is $1,750 per five (5) minute feature. In-kind contribution $8,750)

Staff:

Nate King, Production


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Sense of Place Proprietary Photography

100 branding photographs.

$1000

Staff:

Missy Koszegi, Koszegi Photography


Development of Websites

Cheboygan County area marketing website along with one for Aloha, Topinabee, and

Wolverine.

Custom Graphic Design

Site Architectures

Content and Copywriting

Programming and Development

CMS Training

Social Media Marketing and Training

Search Engine Optimization

Total Delivered Cost: $4,000

(Normal cost per custom designed website is $2,500. In-kind contribution $6,000)

Staff:

Don Lewis, Project Coordinator Content Development

Chuck Atkins, Development and Programming

Derek Jenkins, Development and Programming

Nate King, Video Production

Bryan Tuck, Project Design LeaderSally Savic, Content Editor

Total Project Cost: $25,500

In-kind Project Contribution Total: $20,210


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Summary

Northern Lights submits this proposal in good faith and with confidence we can deliver a truly

powerful program for marketing Cheboygan Countys unique Sense of Place.

We will help the communities of the area realize their marketing potential in reaching the

targeted audience of potential visitors (tourists) and those entrepreneurs seeking the ideal

location for their businesses, their employees, and their families.

Our area and the communities that make it up have stunning Sense of Place assets. Its time to

put them to work to improve quality of life for the people of Cheboygan County.

Sense of Place Proposal NLCM

Documents

Transcript of Sense of Place Proposal NLCM