TMS Texas A&U University System Proposal : simplebooklet.com

The Texas A&M University System is seeking proposals in response to its Request for Proposal from qualified companies to provide media planning, buying, analytics and measurement services focused on digital student recruitment to support the A&M System and all its member universities and agencies. The enclosed proposal will discuss relevant experience, qualifications and marketing capabilities as outlined in the RFP. It gives an overview of the qualifications of the proposer and key strategic partners. In the proposal you will discover how we will collaborate with the divisions and departments of the A&M System to create digital and strategic marketing solutions to meet student recruitment goals employing proven traditional and digital strategies, social media, communication, events, and other marketing programs. Additionally, our proven approach and project management process will show how we will work together as a team to reach the desired results of each program. We are committed to working in close collaboration with the marketing units across the A&M System, to develop targeted and comprehensive student recruitment and marketing strategies, to support enrollment on all campuses and modalities; to enhance the image and reputation of the A&M System and its Members; and to broaden and deepen knowledge of the A&M System and its Members among their specific constituency groups.It is the intent of Transformative Marketing Solutions, LLC, the prime, in conjunction with LMG Media, LLC, the subprime; both HUB and M/WBE/SBE-certified companies, to work with and in compliance with the needs stated in RFP01-MKTG-23-177, including negotiation of terms related to the scope of the media planning, buying, analytics and measurement services. The terms of this proposal will remain in effect for a minimum of 120 days following the proposal opening date.We are pleased to present this proposal in response to the RFP. We are excited about the A&M System media planning, buying, analytics and measurement services opportunity and look forward to discussing it with you as part of the final evaluations.Cover LetterAnnetta C. WrightPresident & CEOTransformative Marketing Solutions, LLC3540 E. Broad St. | Ste. 120-81 | Mansfield, TX 76063awright@transformativemarketingsolutions.comOffice: 469-616-2099Best Regards,3TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Transformative Marketing Solutions, LLC (TMS) is a boutique marketing firm, formed in 2020. The company serves businesses who are looking for transformative and personalized solutions to address their marketing challenges and growth opportunities through media, traditional and digital strategies, creative services, market research, and activations. We serve as an extension of our client’s marketing and leadership team to complement their growth strategies by providing marketing strategy development, advising, integrated marketing communications and creative marketing services. We have over 25 years of marketing experience. TMS is certified as an MBE-NMSDC Minority Business Enterprise, SBE-NMSDC Small Business Enterprise, WBE-WBENC-Women Business Enterprise Southwest and HUB-Historically Underutilized Business in Texas. Number of Employees: 1At TMS, we make it a priority to partner and collaborate with clients to help build marketing strategies connect with their target audiences by mirroring the people and societies for whom they want to grow with. Our company supports women and minority companies in all fields of marketing, and the organizations providing opportunities, mentoring, and training for the next generation.Using over 25 years of experience, we consider marketing strategies that will contribute value to our clients by understanding today’s consumer desires, anticipating future preferences, staying abreast of marketplace trends, and realistic growth potential. From B2B to B2C organizations, we have a solution to assist with your marketing needs and are ready to collaborate to customize the perfect marketing strategy for your business together.When you partner with Transformative Marketing Solutions, the process is collaborative, you will work with the CEO as your account manager and other members of the team too. We, in turn, form a close working relationship with you, the client. Unlike large marketing firms, our boutique firm focus primarily on developing integrated marketing strategies, planning and marketing activations with a highly personalized service. Transformative Marketing Solutions, LLC affirms that it is not for sale, it has no outstanding, past or pending litigation claims against it, and that the company is not in default on any loan agreements or financing agreements with any financial institution or entity.Company Profile: PrimeRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICESTRANSFORMATIVE MARKETING SOLUTIONS, LLCSection 4.2Technical ProposalSection 4.1Company Profile4

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Company Profile: Sub-PrimeLMG Media (LMG), specializing in media planning and buying, has a gift for creating highly effective media strategies ensuring best reach and budget performance based on its clients’ goals. Strategies include everything from multi-million-dollar campaigns to smaller non-profit budgets with careful attention to media vendor execution and accountability. LMG is certified as an MBE-NMSDC Minority Business Enterprise, SBE-NMSDC Small Business Enterprise, WBE-WBENC-Women Business Enterprise Southwest and HUB-Historically Underutilized Business in Texas. Number of Employees: 1LMG maximizes online and offline advertising and media spend for a wide variety of industries, targeting the right audience based on message, media habits, and campaign goals. They work with ad agencies and companies as their media buyer, media planner and all around get-things-done partner. If you find you need additional resources or a timeline that can’t be met with internal resources, LMG MEDIA will step in. We will make you look good. With the experience, you will get a team who ask the right questions to sort through what’s wanted versus what’s really needed. We’ll dig deep to uncover concerns or considerations to deliver a high-quality media strategy and media plan that can be measured. Our team will also share robust rationale so you can stand behind our recommendations with confidence.LMG MEDIA has experience in diverse categories that include: automotive, aviation, beverages, education, entertainment, fast casual restaurants, fast food restaurants, financial services, fitness centers, healthcare, home improvement, property management, retail, technology, television broadcasting, and utilities.LMG MEDIA has passion and experience-live and breathe media planning and buying. You can be sure your project will be done-and done right. Over 30 years in the business has taught us how to ask great questions. The founder has not only been a media planner, buyer and an ad agency media director, she has presented hundreds of plans, being the one in the room answering tough questions about strategy and results. Communication will be transparent throughout the process. Flexibility is a no brainer, LMG MEDIA has worked with clients across the country.RFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICESTRANSFORMATIVE MARKETING SOLUTIONS, LLC5

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We have built a consortium of minority and women-owned businesses who partner together to forge a strong presence and deliver excellence to our clients. We work together to achieve common goals and business objectives with our clients at the center of the partnership. Our strategic partners are tenured business owners with specialized expertise and award-winning professionals. Our team works with you to fully understand your business needs, analyze the situation, set priorities, and develop strong marketing strategies, from conception and planning to execution and analysis. We identify the target audiences, segments, and strategic messages; utilize cost-effective marketing tools; and plan, monitor, and adjust the approach for the best results.How We Work Our Strategic PartnersWE ARE BETTER TOGETHER! 6TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our Strategic PartnersJ. Williams Group, LLCJ. Williams Group, LLC (JWG) was established in 2012 for the practice of community engagement and urban planning, research, and project management. JWG provides each client with a range of customized public engagement and public information services designated to meet the speciﬁc needs of our client’s projects. The company provides market research and focus group facilitation, and strategic planning services as part of our core offerings. JWG has experience with working in diverse communities regardless of income, education, race, ethnicity, or English proﬁciency to help groups evaluate issues, preferences, and services. These insightful discussions help organizations gain valuable feedback and identify areas for improvement. We strive to empower our clients with actionable insights that enable them to make strategic, data-driven decisions, leading to sustainable growth and success. JWG’s list of clients includes public sector, and nonprofit entities in state of Texas, and beyond. JWG is committed to achieving results embodying high standards of analysis, integrity in the public participation process, strategies for implementation, and bettering environments where we live, work and play. Some of JWG’s community engagement clients include TxDOT, City of Plano, City of Dallas, Dallas County, Dallas Colleges, UNT, Dallas Area Rapid Transit (DART), City of Garland, City of McKinney, Invesco, and more.JWG is certified as a Women-Owned Business Enterprise (WBE) and is in the process of pursuing HUB certification.MRR & AssociatesMRR & Associates brings together expertise in dual-language community outreach, grassroots organization and multicultural media relations to projects that range from Hispanic voter turnout to nonprofit and NGO outreach. The company is a leader in public relations, governmental affairs, and community engagement with clients that include Dallas County, Dallas College, Southwest Transplant Alliance, The Greater Dallas Hispanic Chamber of Commerce, Oak Cliff Chamber of Commerce, Dallas-Fort Worth International Airport, The Regional Hispanic Contractors Association, Dallas Area Rapid Transit, Ford Motor Company, BeCovered TX, the U.S. Conference of Mayors, City of Dallas, City of McKinney, and AARP. MRR & Associates has led or played a key role in many successful outreach campaigns. Among these are City of Dallas Proposition A; Dallas County’s 2020 Census Campaign, Emergency Business Assistance Program, COVID-19 vaccination, rental and business assistance program, and HIV awareness; City of Dallas Proposition 8; Dallas Independent School District 2016 Bond Campaign; Mayor Mike Rawlings’ mayoral and reelection and City of Dallas 2014 and 2017 Bond Campaign. MRR played an essential role in reaching out to and increasing Hispanic participation.7TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our ApproachOur approach to media planning & buying, strategy development and campaign creative goes beyond plain plan, design and buy. We consult with clients on marketing research, partner as a fractional marketing resource, leverage our team of experts in digital strategy, UX/UI design, social media and analytics to build print and digital marketing programs that leverage technology, segmentation and data. It is our goal to deliver best-in-class content and improve user experiences across all platforms and channels.We manage scope of work, schedules and budgets to exceed your expectations. We work with outside vendors and internal stakeholders to manage, monitor, and measure to ensure that projects deliver as promised.58TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our TeamOur TMS/LMG team is comprised of marketing professionals with diverse backgrounds and a wealth of knowledge and experience in media buying, planning, traditional and digital marketing, strategic consulting, market research, and creative strategy & design to offer a full suite of marketing solutions. Our high-performing team has a desire to serve our clients with excellence, we have a combined 100 years of marketing experience that includes project management, account management and cross-functional team management. This team will be responsible for day-to-day project planning, management and execution ensuring an on-time and on budget launch of planned marketing activations. We work with other consultants and subject-matter experts to ensure all our clients' marketing needs are met.Annetta Wright, Marketing Executive, Account Manager (Project Lead)Annetta has over 25 years of experience managing leading brands and building company strategies around B2C and B2B marketing campaigns with a focus on brand management, strategic planning, corporate communications, cause marketing, employee engagement, social media, traditional and digital marketing. (see full bio)Lisa Gomes, Media Strategist, Planner and Buyer (Project Lead)Lisa is a media strategist with over 30 years experience. She handles media planning, buying and reporting. Negotiating and holding media vendors accountable on the clients’ behalf is her passion and her strength. Whether executing strategies for a multi-million-dollar campaign or a local media buy for a few thousand dollars, the same attention to detail goes into each strategic media plan. (see full bio)Robin Williams, Market Research and Project Manager Robin is a community engagement specialist and urban planner with over 25 years of experience on a variety of public sector projects. Robin has led successful large-scale engagement efforts. In her capacity as a project manager, she has provided consistent and effective project administration, technical oversight, and quality control with positive results.Minerva Rodriguez, Community Outreach, Public & Media RelationsMinerva has been providing multicultural media relations, marketing and community outreach services in the region, state and national levels for more than 20 years. She has led an experienced bilingual and bicultural team to national and international success through a combination of a dynamic approach to delivery of services and a deep knowledge of client needs and goals.Julie Moore, Director of Creative ServicesJulie has over 25 years of design experience and leads a team of designers. She loves to learn new skill sets as well as keep up on current marketing trends, digital and design styles. She is an innovative and passionate graphic designer who has a solid background in digital and print media design with exceptional performance in producing B2B and B2C marketing designs.Brooklynn Hartmann, Data StrategistBrooklynn Hartmann is an innovative and analytical marketer with over 7 years of experience in the Consumer-Packaged Goods industry. She has worked in a variety of corporate and organizational settings and has a passion for storytelling and leveraging data to make actionable insights that can impact overall company strategies.9TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our Higher Education RoundtableTransformative Marketing Solutions will partner with subject matter experts to tap into our panelists’ vast knowledge and understanding of the higher education industry for increased industry perspective. Led by Robin Williams our subcontractor, the expert panelists will collaborate on market research to help identify key market segments and provide recommendations on how best to reach your target audience to support your student recruitment needs. Based on Robin’s expertise and leadership, this partnership will be perfect in bringing higher education industry experience required to develop media planning, buying, analytics and measurements services, and other added-value services that will exceed the RFP requirements and bring thought leadership and innovation.Robin WilliamsMarket Research and Project ManagementRobin is a community engagement specialist and urban planner with over 25 years of experience on a variety of public sector projects. Robin has led successful large scale engagement efforts. In her capacity as a project manager, she has provided consistent and effective project administration, technical oversight, and quality control with positive results (see full bio).Dr. des Anges CruserPanelistdes Anges Cruser has a long career in higher education as a professor and multiple universities with a background in communications, organizational psychology, and clinical psychology (see full bio).Dr. Catherine A. JosephPanelistCatherine Joseph’s career in higher education spans over forty-four years. She has worked closely with campus-wide entities including the Academic Senate, Office of the Registrar, Admissions, Financial Aid, and other units to ensure an integrated approach to Student Affairs concerns (see full bio).V. Shelby StanfieldPanelistFor 30 years, Shelby served his alma mater, University of Texas at Austin in varying roles. Shelby has had a wide professional portfolio that includes higher ed experience working with the offices of the bursar, admissions, international office, student financial services, information systems and technology and registrar (see full bio). Pat MillerPanelistPat Miller served as Registrar and Director of Enrollment Management at Texas Christian University for thirty years. During his tenure undergraduate applications to TCU tripled and new student enrollments increased ninety percent. During this period of growth, the percent of first in family higher education enrollees doubled and the graduation rate improved from 57% to 83% (see full bio).10TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Section 4.2Technical ProposalYOUR GOALS ARE OUR GOALS!We have confidence that our team will exceed your expectations through our media planning, buying, digital marketing, analytics and reporting expertise and overall marketing experience. Our experience with educational institutions, consumer goods, B2B, and B2C, market research, community outreach and engagement programs, our team synergy, and project management standards are what sets us apart.We use a proven system of tracking progress, meeting cadence, and utilizing project management tools to provide quality assurance, resources, and attention to detail to ensure project success. We can manage the needs of multiple projects across individual departments and divisions all while keeping each project unique to minimize duplication and eliminate accidental internal competition. Goal #1Support student enrollment on all campuses and modalities Goal #2Enhance the image and reputation of the A&M System and its MembersGoal #3Broaden and deepen knowledge of the A&M System and its Members among their specific constituency groupsRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICESTRANSFORMATIVE MARKETING SOLUTIONS, LLCImage Source: Texas A&M website11

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Our CapabilitiesWe will collaborate with A&M Systems’ divisions and department teams on how we can transform your student recruitment to support student enrollment and achieve stated goals. Our strategic planning and media expertise will amplify your messaging with your target audiences. Your business objectives and marketing needs are important to us, whether it is partnering as a fractional marketing resource, working on project-by-project basis, or activating a full-scale Omnichannel marketing campaign. Our strategic advertising development, media planning & buying aligns with our clients’ goals to reach their target audience with clear and impactful messaging through digital and traditional advertising mediums.ADVERTISING AND MEDIAMARKET RESEARCHWe help our clients identify and learn more about their target market, get opinions, and other feedback from customers about their interest in their products or services to craft effective marketing strategies and plans.MARKETING STRATEGYWe provide strategic planning and advice to help achieve optimal and sustainable results. Our expert marketing advisors help your business achieve its goals and develop powerful, result-oriented marketing strategies and campaigns.We specialize in understanding your targeted demographics, how they consume and share ideas, and what inspires them. We build authentic campaigns that resonate with today’s ever-evolving audience. These tactics are custom-built solutions that help you engage the global multicultural customer.We plan, manage, and develop events and campaigns designed to provide an experience that your audience will find compelling. We create unique experiences for a lasting connection with your brand.Our data team works closely with our clients to provide SMART business intelligence based on primary/secondary/syndicated research. We focus on translating raw data into meaningful strategies and tactical plans for success.DATA ANALYTICSEXPERIENTIAL MARKETINGMULTICULTURAL MARKETINGDIGITAL MARKTINGLorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi consequat purus ac libero laoreet, quis gravida orci scelerisque.DIGITAL MARKETINGOur online marketing strategies leverages different digital channels–such as social media, pay-per-click, search engine optimization (SEO), search engine marketing (SEM), email marketing, and marketing automation–to connect your brand with existing and prospective customers.CREATIVE SERVICESWe collaborate with you to create a custom approach to your unique situation. Whether it is a new logo, website, graphic design, social media ads, segmented marketing programs, brochures, or digital emails, our team will create eye-catching visuals that break through the noise.Our strategic public & media relations team will employ the best plans to promote and nurture a positive public perception with your target audience and the community. We identify key audiences, determine goals and objectives, develop messaging and tactics, and evaluate the effectiveness of the communication strategies and plans.PUBLIC AND MEDIA RELATIONS12TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our Media Planning ProcessExploration and FactsResearch and gather data from the client about their business.Develop MediaStrategiesSet the goals and objectives; identify the target audience; determine the media budget; and establish the key messaging points.Determine TacticsDecide on what media vehicles to utilize to achieve the goals and objectives.Secure ApprovalsEnsure client approvals of the media plan recommendation.Present PlanDeliver professional media plan with budget information for client approval.Developing and managing a strategic media plan to reach an intended audience is both anart and a science. We understand every facet of the process to develop the best media planand effectively manage a media buy for clients. We do the market research, look for thecorrect marketing mix, and identify a target audience along with any needed audiencesegmentation. To create a plan that give you the best value, we propose channel strategyalong with media scheduling and flighting.13TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our Media Buying ProcessRequest AvailsRequest advertising unit availability from multiple vendors based on the campaign criteria and media vehicles.Negotiate RatesReach agreement on rates for each vendor to get the client the lowest rate possible.We will negotiate, place and manage the buy, and then report on the results. Because we workclosely with our communications and creative teams, we make sure your media has a consistentbrand message in the market. We make it easy for you to get your message out to the right targetaudience using the best media channels. Pre-Buy MeetingMeet to review the media plan and ask any questions.Place Media BuysSubmit media buys and get confirmations within 48 hours (SEM/SEO services are outsourced).Optimize Added Value and MerchandisingConfirm guaranteed added value “free advertising” from all vendors valued at percentage of the budget spent.Solidify TrafficEnsure traffic instructions and creative has been delivered to outlets purchased.Overall Buy Maintenance,Stewardship, and AccountabilityConduct Post Buy Analysis and ReportingPost schedules with each vendor. Vendor must deliver within the industry standardsOversee of each schedule during the campaigns to ensure schedule airs as ordered. Maintain the budget within the approved parameters.14TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our Project Approach and Methodology Our project approach and methodology break the execution of the project into Four (4) key milestones.MILESTONE 1Through proven techniques, Transformative Marketing Solutions, LLC (TMS) will review A&M Systems’ current marketing practices, understand business needs and pain points, help identify opportunities, key stakeholders, and develop objectives to meet A&M Systems’ marketing needs. This milestone constitutes.Project kick-off meetingWe will facilitate a project kick-off meeting with the University's core project team. The purpose of the meeting is to review the project goals, deliverables, roles and responsibilities, and the project methodology applied. All key stakeholders necessary for the successful completion of the project should be present at this meeting.Define Project Success Criteria and Alignment to Business Goals Our team will work with the University's core project team to define the project’s success criteria, KPIs, and align it to the organization’s objectives and performance goals. This exercise is to ensure that the project is aligned to the company’s strategic direction, business goals, and financial targets.Strategic Gap AnalysisUsing the previous deliverables, we will develop a strategic gap analysis to focus on process improvement while leveraging industry best practices utilizing our proven expertise. This exercise will map the current state environment to the suggested future state while identifying gaps between the two.Milestone 1Milestone 3Milestone 2Milestone 4Discovery & AssessmentsStrategy DesignWorkshopsActivation, Support & Measurement15TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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MILESTONE 2Directed Discovery Workshop(s)Facilitate meeting(s) to present discovery findings with recommendations based on project goals and our team’s marketing expertise. We like to start the workshop with a healthy discussion about the reasons we’re gathering, the problems we’d like to solve, or the changes we’d like to make. This approach will guide the decision-making process and expedite the development of the agreed upon marketing programs.Establish Launch Targets & BudgetCreate a project management timeline establishing targets and market activation schedule.Scope ReviewReview the marketing program requirements with the University's stakeholders to create scope of work based on findings in steps 1-6, among other considerations. The scope dictates what is indeed “in” the project and what lies outside the project for future consideration or subsequent phase. During the scope review, the team will:Revisit the SOW deliverables.• Review the output from the directed discovery workshops with key stakeholders/decision makers.• Evaluate requirements presented that were not accounted for in the original SOW • Discuss budget and deadline implications to items deemed “out of scope”• Decide on any changes to scope (do now or move to the “parking lot” for future phases)• Adjust priorities, deadlines, and budget to account for agreed upon scope• Sign off on functional requirements.Build Project Parking LotPopulate the project parking lot with the approved future requirements. The product parking lot will provide the team with a tool to help plan and prioritize tasks and organize the tasks and activation. The parking lot is an on-going, living document that will be adjusted and refined based on the University's priority of parking lot items and tasks.Our Project Approach and Methodology Our project approach and methodology break the execution of the project into Four (4) key milestones.Milestone 1Milestone 3Milestone 2Milestone 4Discovery & AssessmentsStrategy DesignWorkshopsActivation, Support & Measurement16TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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MILESTONE 3During the strategy design & planning process the team will work according to the arranged plans and targets. This milestone constitutes:Communication Strategy (this will apply to all marketing services)Leveraging the data and information gathered in Milestone 1 and agreed upon requirements, our team will develop a communication strategy that engages the identified personas. The strategy will include a timeline, messages to be included, and the communication channels/mediums. The deliverable will include a communication matrix mapped to persona or group communication targets, messages, methods, and mediums to be used, and when the communication will occur. Audience Acceptance, User Adoption, and Support StrategyBased on the agreed strategy and activation plans, the team will determine how the personas and groups will receive the most relevant marketing content. The plan will include who, how, and when the program will launch. The agreed upon KPIs and will also be detailed within the plan, user adoption measurements, and a support strategy.Our Project Approach and Methodology Our project approach and methodology break the execution of the project into Four (4) key milestones.Milestone 1Milestone 3Milestone 2Milestone 4Discovery & AssessmentsStrategy DesignWorkshopsActivation, Support & Measurement17TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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MILESTONE 4When the project team is ready for program activation we will launch based on the strategic plan; for digital marketing programs we apply a A/B testing methodology. This way we can determine which content performs best. Overarching goal alignment plays a pivotal role in successful activation.Activate Marketing Initiatives and Communication StrategiesThe TMS team will execute plans according to strategy and budget. Following the communication plan and meeting cadence, we will craft and send appropriate communications, reporting and project updates to key stakeholders.Measure KPIs and Project GoalsThe TMS team will measure the agreed upon KPIs and business goals as the plan is being implemented. If desired KPI targets are not met, deficiencies will be identified, and the plan revisited to determine a corrective course of action. This process will continue to either the desired KPI targets are met or adjusted creating a new measure of success and support continuous improvement of future programs.Project Close & Debrief MeetingA formal project close meeting will be held to ensure that all key stakeholders agree that program success and goals have been met and the project is ready to be closed.Our Project Approach and Methodology Our project approach and methodology break the execution of the project into Four (4) key milestones.Milestone 1Milestone 3Milestone 2Milestone 4Discovery & AssessmentsStrategy DesignWorkshopsActivation, Support & Measurement18TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Why Work with UsTransformative Marketing Solutions team members and its strategic partners will support A&M Systems’ goals through servant leadership and the philosophy of adhering to the highest ethical conduct in all business dealings, collaboration, treatment of others, and community. Our core beliefs drive us to be the best and the pursuit of excellence is what makes us different! We can amplify your messaging to connect your brand with your target audience when and where it matters most. We Know MediaExpertise in media planning and buying will take media and advertising off your plate. We’ll collaborate with you on demographics, placement schedules and success KPIs, then we do the rest so that you can focus on other marketing functions.We Know Higher EducationWe Know MarketingWe Know AnalyticsOur accomplished academia professionals serving on the higher education roundtable will provide many years of industry experience and expertise to the A&M System with relevant market related data and insights as a result of participating in target audience focus groups, panel discussions and other types of research.We have developed marketing strategy and plans, conducted engagement studies, focus groups, and produced marketing campaigns, videos, and creative approaches for leading brands, non-profits, municipalities and private organizations across many industries - including education. Our data team has worked with a variety of databases and has a high level of proficiency with many CRM systems. We understand the importance of data in today’s digital world which is why research and data will inform the strategy and planning process.20TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Soul City Church Brand Awareness and Increase online or in-person presence for Christmas ServicesIncrease Awareness: Build greater awareness for Soul City Church online through website, YouTube channel, utilizing multiple digital marketing tactics to key demos and lifestyle segments.Increased Engagement through Interest: via multiple platforms, we will increase trackable website activity with a mixture of tactics to reach potential churchgoers across the Chicagoland area, to increase brand awareness, outreach and promote engagement overall with the church and all online content.Increase Consideration through Connection: via targeting to specific age groups, i.e., Millennials, GenXer families, and additional demographic audiences, we will optimize the campaign cross platform to encourage conversions to site through behavioral data segments.PROJECT GOALSCHALLENGESoul City Church members’ in-person attendance had decreased due to the pandemic; however, attendance at their online services had increased. They noticed visitors online from outside of the market and wanted to concentrate on reaching potential new members within their targeted area for Christmas either to visit in-person or online.SITUATIONThe church hadn’t really done much marketing of themselves prior to the pandemic. They are rebranding their website, increasing staff and trying to maintain the current members that didn’t leave due to multiple reasons.23TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Soul City Church Brand Awareness and Increase online or in-person presence for Christmas ServicesSOLUTIONWe put together a media plan that started right after Thanksgiving targeting adults 25+, Millennials, and Gen Xers. We utilized cross-platform standard and impact display ads and cross-platform pre-roll :15 display ads on desktop, tablet, mobile web, and mobile in-app targeting the audience within a 10-mile radius of the church. We also had mobile device ID standard display geo-conquesting churches and retargeting to devices seen in polygon locations on tablet and mobile app. The final tactic was connected TV which we purchased :15 spots within Chicago DMA on top TV network apps, OTT AVOD apps, and OEM apps. The goal was 1,063,173 impressions with the budget we had available.RESULTSWe delivered 1,075,934 impressions (12,761 above the goal) with 6,898 clicks with a CTR of 0.64%, out-performing industry standards in CTR of 0.9-0.14%. The connected TV had 98.46% video completion rate with a benchmark of 95%.24TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Dallas County Mental Health Awareness and Resource Education, Post-COVID 19Increase Awareness: Build awareness for Dallas County Mental Health website through paid search (SEM), broadcast television , streaming television (CTV/OTT), Facebook (Meta)/Instagram, YouTube channel, and utilizing multiple digital marketing tactics to key demos and lifestyle segmentsIncreased Engagement through Interest: via multiple platforms, we will increase trackable website activity with a mixture of tactics to reach mental health residents in Dallas County to increase brand awareness and supply informational resources with online content.PROJECT GOALSCHALLENGEDallas County Mental Health has been a major decline in mental health since the beginning of the COVID-19 pandemic. Today, 1 in 5 Americans are living with a mental health condition. For these reasons, they would like to create a comprehensive resource for Dallas County residents to learn about and access resources for mental health assistance.SITUATIONDallas County created a website with information to direct Dallas County residents to mental health assistance and resources across the county. The website would be a hub for mental health resources and education for Dallas County residents.25TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Dallas County Mental Health Awareness and Resource Education, Post-COVID 19We put together a media plan that started end of March 2023 through May 2023 targeting General Market, African American and Hispanic adults 20-40 who are lower income and do not have insurance and cannot afford mental/behavioral/substance care; residents who don’t know where to find low to no cost resources; residents who don’t have access to care; residents that need help but refuse to get it and residents that want but don’t know how to get access to it. Secondary target was overall residents 40+ in Dallas County. We utilized digital impactful display ads and social media through Facebook (Meta)/Instagram, YouTube, and broadcast television targeting the audience within Dallas County. We also had paid search (SEM). The final tactic was connected TV which we purchased :15 spots within Dallas County on several top networks apps. The goal was 7,957,983 impressions with the budget we had available.We delivered 8,380,730 impressions (422,747 above the goal) with 14,612 clicks with a CTR of 0.19%, out-performing industry standards in CTR of 0.9-0.14%. The connected TV had 97.75% video completion rate with a benchmark of 95%.SOLUTIONRESULTS26TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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PROJECT GOALSRESULTSDallas Blooms revenue was up 15% from the previous year.Dallas Arboretum and Botanical Gardens - Promote Dallas Blooms at the Arboretum for Brand Awareness and Ticket SalesIncrease visitors and ticket sales for the Dallas Arboretum for Dallas Blooms from February 25th - April 16thCHALLENGEThe Dallas Arboretum needed to increase ticket sales due to soft sales and wanted to bring awareness to Dallas Blooms at the Arboretum with limited budget. They wanted a digital media plan that would complement the strategy that was already in place within the time period for this event. SOLUTIONWe developed a marketing strategy and media plan across multiple platforms to promote this event utilizing social media, print, broadcast, SEM, bulletins, public relations and cross-platform digital display and mobile device ID targeting our potential customers.27TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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RESULTSWe delivered 966,947 impressions (18,285 above the goal) with 2,518 clicks with a CTR of 0.27%, out-performing industry standards in CTR of 0.09-0.14%. The social media had 2,458 clicks with 199,836 impressions. Paid Search (SEM) delivered 880 clicks with 15,247 impressions. We also saw that Spanish tactic for display behavioral targeting outperformed the English tactic with increased CTRs week over week.Dallas Catholic Schools Student Brand Awareness and Student Recruitment CampaignPROJECT GOALSTo drive interest and inquiries for preschool and kindergarten grades at each school. School admissions staff will convert inquires into applications and ultimately, enrolled families.CHALLENGEEach school had different data resources and different needs for their school. The target audience varied by school location in which we had to determine what that would be to ensure our goal is met.SOLUTIONWe developed a marketing strategy and media plan across multiple platforms to promote each schools’ needs with target audience being families who has household income of $150K+, have children ages 2 to 5, live within a 3-mile radius of each school. For this campaign, we incorporated mobile device ID targeting and retargeting, cross-platform display and behavior targeting, cross-platform display site retargeting, Facebook (META)/Instagram and paid search (SEM) along with targeted English and Spanish creative. Time period was April 14th - July 23rd. The goal for St. Pius X Catholic School was 948,662 impressions and .2,442 clicks for social media and 858 clicks for paid search (SEM). 28TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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CHALLENGEIn spring 2019, the DCCCD initiated a brand survey and study to help provide data that will lead to growth and help the brand thrive in the current environment and culture. This data helped DCCCD progress forward in its brand, advertising, marketing and recruitment strategies and tactics. In addition, this data informed the messages and play a crucial role in telling the DCCCD story.SOLUTIONJ. Williams Group (JWG) assisted Public Information Associates (PIA) in executing the Brand Awareness Services project and divided it into four primary sections: 1) Influencer focus groups, 2) Individual college focus groups, 3) A countywide online survey, and 4) Documentation and recommendations. The team gathered feedback on the DCCCD systemwide brand awareness and marketing to future students and community partners. PIA then launched a 53-question electronic brand awareness survey for students, potential students, faculty, employees, stakeholders, parents and the community. The survey was in English and Spanish and promoted through district newsletters and email communication.RESULTSWe developed a final summary report with an overall assessment which indicated brand affinity by a wide range of stakeholders, including but not limited to students, former students, faculty, staff and community members. We determined that these affinities are primarily tied to the individual colleges with which they built relationships. As for a general brand assessment for the district as a whole, there is a basic understanding and appreciation, but a lesser resonance with the brand’s logo and/or name. Following completion of the study, DCCCD utilized data results from the study and other concurrent activities to launch a complete rebrand to the Dallas College system with a new logo and brand strategy.Brand Awareness Stakeholder Outreach & Survey Strategy, Dallas County Community College District (DCCCD) - now Dallas College, Dallas, TexasConduct market research to engage with influencers and students, collect data, and provide an analysis that will lead to growth and help the brand thrive in the current environment and culture.PROJECT GOALS29TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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CHALLENGEDallas College had an MWBE program that had not been updated in 10 years and that did not properly address the challenges and increasing number of minority and women owned business faced when bidding on large scale projects involving the institution.SOLUTIONMRR & Associates was an integral part of a team that led Dallas College’s efforts to analyze the existing participation of MWBEs and then develop a program that would attract and work with more and new minority and women owned businesses in the area. As a community college, the institution was committed to increase participation from businesses that represented the community it served in their bid process. MRR & Associates, itself a minority and woman owned business, led the efforts of analyzing some of the obstacles faced by these types of businesses and developed a plan that included information on how businesses could get certified and how they could then bid on projects as contractors and subcontractors. An extensive manual was developed that not only set guidelines for the college itself but also informed MWBEs how best to take advantage of the business opportunities offered by the institution. RESULTSThe program was accepted unanimously and has been successfully implemented.Dallas College MWBE Business ProgramDevelop an updated minority and women owned business program at Dallas College to increase business opportunities for and to provide economic opportunity to the Dallas business community.PROJECT GOALS30TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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CHALLENGEWhen work started with this higher education organization in 2013, it had been working for decades but needed to expand its reach into the community both to support more students and to gain support itself from other community organizations and from corporate partners.SOLUTIONMRR worked with the organization on strategic planning, a public relations campaign, marketing efforts and outreach to recruit community and corporate partners for three years. During this time, our firm represented University Crossroads at community and corporate events. In addition, we were committed to meet with corporate leaders to promote the goals of the organization to gain their support. It also increased awareness among students and school districts of the college preparation and financial aid supports the organization provides to eliminate obstacles to higher education, especially among families with financial challenges and first-generation college students. RESULTSThe campaign helped University Crossroads double its community and corporate partners. It serves more than 450,000 historically underserved students in the region providing them with information and support to pursue a college education. This support has particularly made inroads in increasing the number of minority students who seek a university education after graduating high school. University Crossroads has continued to thrive and is recognized as one the most successful P16 councils in the country.PROJECT GOALSUTA University CrossroadsPromote the services of the organization University Crossroads, which helps students navigate the road to higher education through services that focus on college awareness, readiness, and access; career exploration; and financial literacy. The goal was to increase participation among students from local school districts by increasing corporate and community partnerships. 31TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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CHALLENGEThere were several challenges to overcome including the $1.5 billion total for projects that wouldn’t directly and immediately impact the welfare of the voters. Another challenge was educating the public about the unusual funding for the project.SOLUTIONMRR & Associates was part of the team that successfully implemented an education and outreach program to gain support for Prop A, concentrating on English and Spanish media outreach and advocacy among the general public and business leaders. MRR & Associates developed several opportunities for the media to have access to experts both in the scope of work proposed through Prop A and on the type of funding, which would come from an additional tax levied on hotel and motel occupants. The principal bilingual messaging during the news conference, roundtables, and advocacy rallies that were conducted in the weeks leading to the vote on Prop A focused on the eventual financial benefits of a modernized and larger convention center as well as the additional entertainment opportunities of a renovated Fair Park. It also focused on clearly explaining that even though this was a $1.5 billion bond proposal, it was not the traditional bond and would not cost local voters. RESULTSThe overall media coverage for Vote Yes for Prop A Campaign including Media Round Table, Campaign Kick-off Press Conference, Advocacy Campaign Rally, weekly media, pre-election, day of election, and post-election generated an estimated reach of over 42,236,493 in broadcast, radio, online and print. This resulted in the successful approval by 70% of the voters of Proposition A.PROJECT GOALSVote Yes for Prop A to renovate and revitalize two of Dallas' biggest attractions for travel and tourism – Fair Park and the Kay Bailey Hutchison Convention CenterGarner support to pass Proposition A to modernize and expand Fair Park and the Kay Bailey Hutchison Convention Center in Dallas32TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Branded Beverage Mixes: Mix It Up for the HolidaysKeurig Dr Pepper’s strategy for the beverage mixes category is to position the products as a versatile ingredient for food and beverage menu items – perfect for the bar and back-of-the house.Overall performance grew the base foodservice business 30% from prior year during the promotion period. KDP leadership feedback on program performance: “This was the best one yet”. As a result, I was elected to be on the Keurig Dr Pepper marketing and promotions team collaborating with other cross-functional team members. The beverage promotion was well received by the target customer and the client, we develop a new one each year – enhancing and improving it with updated trends and new data to reach more customers.PROJECT GOALSRESULTSAdult-beverages might not be the first thing that comes to mind when you think of Keurig Dr Pepper. But the fact is, the company has a nice share of the category when it comes to overall bar beverage mixes sold in the industry. And recognizing adult-beverages as a prime opportunity for continued growth, KDP wanted to communicate its extensive offerings, solutions and category expertise to foodservice operators.CHALLENGEWe created the branding campaign that positioned Keurig Dr Pepper as a leading supplier of beverage mixes with complementary offerings that round out an operator’s bar menu. Our “Mix It Up for the Holidays” program targeted foodservice restaurant operators through innovative beverage recipes that address the needs of the clients’ desired consumer. The program included recipes, coupons, consumer insights and trend data to assist the operators with driving traffic into their restaurants. We also developed a sales incentive to incite sale team members to meet growth goals set during the campaign.SOLUTION33TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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The foodservice industry, needed creative solutions that could address getting food to consumers during the COVID shutdown. When your clients are some of the leading food and beverage suppliers, developing turn-key solutions was critical for the success of the entire industry.PROJECT GOALSCHALLENGERestaurants in some states were only allowed to offer outdoor dining and were faced with the challenge of creating different methods to get food to their consumers (takeout, catering delivery, 3rd party delivery services, etc.). Consumers were not allowed to gather with friends and extended family during the holiday season due to social distancing and were seeking restaurant quality meal solutions for their at-home dining needs!SITUATIONThe COVID-19 pandemic hit the Foodservice and Travel & Entertainment Industries hard as consumers were mandated to stay-in-place and restaurant owners were forced to close their operations. As stay-in-place orders were lifted, restaurants were reopening and needed to find ways to stay afloat and safely service their customers, all while adhering to the CDC protocols and restrictions.Seasonal Selections: Holidays & Celebrations Reimagined34TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Our clients were thrilled with the number of operator engagements on our landing page, content downloads and customizable tools. And we’re confident that patrons were thrilled as well—enjoying some tasty restaurant quality meals at home. The seasonal selections promotional platform is still in rotation and each season has its own unique marketing collateral, trends, digital communication, social media, merchandising tools and campaigns to support it.We created our Holidays & Celebrations Reimagined campaign to help celebrate like never before. Fortunately, our Seasonal Selections Promotional Platform was in our strategy plans and in the works. To support our customers during an unprecedented time for the holidays and celebratory events, we quickly pivoted to develop the strategy and campaign around “Holidays & Celebrations Reimagined” and developed a marketing campaign to assist the Waypoint organization and food & beverage manufacturers (Tyson, Sara Lee, Keurig Dr Pepper, Ventura Foods, Land O Lakes, Conagra) with messaging “We’re Here to Help” to better service our B2B restaurant, hospitality, education customers and provide menu solutions, trends & insights, collateral, POP, packaging, social media and digital marketing for the consumer to stay connected with their loved ones during the holiday season while in a pandemic. SOLUTIONRESULTSSeasonal Selections: Holidays & Celebrations Reimagined35TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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New corporate website development to improve lead generation with an enhanced online presence and digital marketingCreate a responsive and UX/UI designed website with analytics, robust CMS, and marketing automation platform. Be a resource to the customer by providing rich content created for SEO. Drive action and lead generation and engage visitors. Showcase Waypoint as an industry leader and incorporate social media.Relying on analytics to build strategy and rich content, website traffic increase by 31% in the first month with 8,485 site sessions. Social media followers went from 44 followers to 8,972 in the first year. Impressions went from 36 to 42,243; monthly engagements grew from 189 to 1,145.PROJECT GOALSRESULTSThe existing Waypoint corporate website (asmwaypoint.com) had not been optimized for user experience, SEO, lead generation, blog articles, or social media. The main navigation bar was structured in a way that makes it difficult for visitors to contact Waypoint, see where they are located, or learn more about who they are and how Waypoint can help them. Information on the corporate site was static and very outdated. The old corporate website did not reflect the new organization and corporate branding.CHALLENGEWe developed buyer personas for each target audience, researched the competitive set, and met with key internal and external stakeholders to get their perspective on the ideal website. We created a highly functional and compelling corporate website that highlighted how Waypoint is different from their competitors and to generate leads. The new site has Google Analytics, API connection to HubSpot, Chatbot, SEO, Blogs, Videos, Interactive Google Map, Social Media, Business Locations & UX & UI Design and Recipe Generator “Menuology” for customized recipes.SOLUTION36TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Media CampaignIdea and ExampleFrom Iconic Student to CEO…curate a higher education path that’s uniquely yours at RELLIS Academic Alliance Student Recruitment*Source: https://blog.gwi.com/chart-of-the-day/gen-z-spending-3-5-hours-mobiles-daily/Consumers want to see themselves in the brands they buy from, and we will collaborate with the A&M System and Members to ensure its marketing efforts appeal to diverse demographics.To build brand awareness for effective student recruitment for RELLIS Academic Alliance it’s important to build strategies that will connect with the right audience. Getting the attention of the Gen Z (16-24) consumer requires a meaningful and authentic approach from brands interested in building awareness with them. This generation is well-informed and digitally-savvy with 96% of Gen Z owning a smartphone and spending an average of three hours and 38 minutes online each day.*40TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Target Audience and Campaign IdeaDemographicPsychographicThis data-driven campaign could give young consumers a way to connect to the things that matter to them, using language and imagery that resonates, in the places that matter most. i.e., social media, digital ads. Also keeping in mind that a mix of traditional and digital marketing is best, as not to risk stereotyping these consumers.Our inclusive strategic marketing campaign could target high school graduates and young aged adults considering higher ed. We would develop an integrated campaign to bring our messaging to schools, college fairs, recruiting events, etc. asking them to do their part by applying. The creative will contain a selection of images, each one representing a diverse audience that can be customized based on event and use. The campaign could include digital & traditional media printed materials, OOH, OTT, print ads, social media, creative, images, video, etc.The Idea* Source: mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z#/z• Born Between 1996 – 2010.• Identity has been shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19.• The most diverse generation of Americans to date.• Nearly 50% are racial and ethnic minorities with 1 in 4 identifying as Hispanic.• Growing up in a higher percentage of single-parent and mixed-raced families.• More likely to reside in cities and metropolitan areas.• As the first digital natives, they spend an extreme amount of time online.• Gen Zers are known for working, shopping, dating, and making friends online.• They swoop between sites, apps, and social media feeds, each one forming a different part of their online ecosystem.• Having grown up with social media, Gen Zers curate their online selves more than any other generation.• They are part of a new surge of “inclusive consumers”.• Gen Zers want to do their part to stop climate change.• They want to establish greater equity for all.• Gen Zers demand purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds.41TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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ReferencesDescription: LMG MEDIA, LLC continues to work with Dallas Arboretum handling their media digital buying for three of their most profitable events Dallas Blooms, Autumn, and Holiday. The strategic direction is to put together digital media plan that would drive ticket sales through desktop, laptop, tablet, and mobile devices. During each event, LMG MEDIA supplies weekly detailed reporting and optimizes as necessary until the campaign is completed.Time Period of Services Provided: January 2019 to presentTerry LendeckerVP of Public Relations, Image, and Branding214-542-0620 cell | 214-515-6523 officetlendecker@dallasarboretum.orgDallas ArboretumAllison PaigeDirector of Marketing & Communications248-255-2420 cellallisonpaige@soulcitychurch.comSoul City ChurchSection 4.3ReferencesDescription: LMG MEDIA, LLC continues to work with Soul City Church on projects. The initial assignment was to increase brand awareness to the consumer to let them know who they were, where they were and what they had to offer; increase people count and their involvement and reach them “in the moment” with limited funding. The media plan consisted of cross-platform digital display, retargeting, cross-platform pre-roll and mobile ID display targeted around the holidays. During those campaigns, LMG MEDIA delivered detailed reporting and optimized as needed to deliver the guaranteed media plan on behalf of the client.Time Period of Services Provided: November 2019 to presentMarchella SimonVice President940-300-9795 cell | 972-716-0070 office msimon@alphabusinessimages.comAlpha Business Images, LLCDescription: LMG MEDIA, LLC continues to work with Alpha Business Images handling some media planning but doing 100% of their media buying for broadcast television, terrestrial radio, cable, CTV/OTT, digital display, mobile device ID, YouTube, TikTok, Snapchat, Facebook (Meta)/Instagram, Outdoor billboards/bulletins and posters, Digital OOH, print and sponsorships.Time Period of Services Provided: November 2023 to present44TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Transformative Marketing Solutions is an extension of the Franke Coffee Systems Marketing team as the Marketing Communications lead (marcom, advertising, digital marketing, trade shows, events). TMS serves as the point-of-contact for anything advertising, sponsorship and content related. Including marketing opportunities, ad placements, material due dates, and press releases.Time Period of Services Provided: 2022 - present (Annetta also reported to Corrie Byron in a previous position while working at Kerry)Leigh Hornsby, Ph.DProject Lead and Managing PartnerMobile: (214) 551-5401leigh@piacommunications.comJ. Williams Group (JWG) has worked with PIA on various outreach and engagement process since 2016. Projects included public involvement, research, focus group facilitation, strategic communications, stakeholder interviews, event planning and more. In June 2019- February 2020, JWG assisted PIA with the Dallas College Brand Awareness Stakeholder Outreach & Survey Strategy, Dallas County where the team conducted in-depth stakeholder focus groups including students, faculty, staff, business community, and donors.Time Period of Services Provided: 2018 - PresentCorrie ByronPresident of Coffee Systems North AmericaFranke Coffee SystemsMobile: (615) 821-7855corrie.byron@franke.comReferencesPublic Information Associates45TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

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Price ListThe following pricing represents the required and preferred capabilities identified as needed for the scope of work and includes fair-market hourly rates. Final budget and deliverables will be determined on a project-by-project basis. It is our understanding that A&M System Marketing & Communications and other Members will develop SOW's exclusive to the agreed objectives at that time firm pricing will be provided. It is our intention to work within agreed-upon budgets and allocate the provided funds for best ROI.Roles Description of Task Rate (hourly)Media Strategy/Planningresearch and putting together media plan recommendation$150Media Reconciliation and Reportingmonthly invoice reconciliation and reporting$150Media Buyingpurchase media for approved media plan$150Account Managementoversee client relationship; manage and review project progress and deliverables to meet goals, conduct meetings with key stakeholders$150Project Management oversee all aspects of a project from initiation to completion; responsible for keeping teams on time and on task throughout the project timelines$150Market Researchresearch to gather information needed to effectively target and identify market segments to aid business decisions$150Creative Services/Ad Content Developmentcreate advertising (traditional & digital), produce effective content and creative assets within the A&M Systems brand framework$150Data Analyticspartner with research and analyze data to inform the planning process, provide key actionable insights for an effective go-to-market strategy$150Strategic Marketing Consultingprovide strategic advice for marketing strategy and planning to guide business decisions and goals. Diagnose gaps in the plans and provide strategies to fix them$200Strategic Communicationsdevise communication strategies and guidelines based on goals and target audience; work with the media team to create effective advertising campaigns that deliver on the KPIs identified$150Translation Servicesprovide translation to reach the target audience internationally; help reach a wider audience, improve customer satisfaction, and increase revenue different countries and cultures$100Marketing Support/Resourcesassist with marketing related functions, provide added-value services and capabilities to support media buying and planning$100Section 4.3ReferencesSection 4.4Pricing46The above rates do not include travel, media placement/advertising costs, printing, equipment rental, stock photography, stock video, custom videography, or photographer. These costs will be determined and based on scope of work with client approval. Payment terms are standard payment terms of net 30 days. All payments can be made by electronic deposit, company credit card, p-cards, ACH or wire transfer.TRANSFORMATIVE MARKETING SOLUTIONS, LLCRFP01-MKTG-23-177 MEDIA PLANNING, BUYING, ANALYTICS SERVICES

TMS Texas A&U University System Proposal

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