Scope of Work

The Branding of a Homeland Security Expert

0 Table of Contents
0 Table of Contents..........................................................................................................................1
1 Project Name.................................................................................................................................1
2 Document Versioning....................................................................................................................1
3 Purpose of this Project..................................................................................................................1
4 Scope of Work...............................................................................................................................1
4.1 Personal Branding Services...................................................................................................1
4.2 Personal Website Details........................................................................................................2
5 Schedule........................................................................................................................................2
6 Instructions for Preparing Your Proposal......................................................................................2
7 Other Information.........................................................................................................................3
8 Contact Information......................................................................................................................3

1 Project Name
The name of this project is The Branding of a Homeland Security Expert.

2 Document Versioning
Status and Version
Summary of Changes Release Date
Version No. Author
Final Draft 1.0 Chris Cairns 03/17/2009

3 Purpose of this Project

Joe Smith is seeking a comprehensive personal branding solution that will enable him to leverage his
unique background in Homeland Security to become a widely known expert in this area. Goals include
attracting long-term business clients, speaking and lecturing engagements, media inquiries, publishing
requests, and consulting engagements.

4 Scope of Work
4.1 Personal Branding Services
Required personal branding services:

(1) Personal branding strategy. Develop an overall, cohesive personal branding strategy that
reflects Joe’s talents, industry expertise, professional, and business goals.
(2) Online identity strategy. Develop a cohesive plan for an online presence and communications.
(3) Online presence setup. Create sites and social networking profiles necessary for Joe’s online
presence. This includes the development of his career portfolio and personal brand website.
(4) Personal marketing materials. Preparation of resume, online career portfolio, personal
branding website content, and collateral marketing material used to promote Joe’s expertise and
services to prospective employers and business clients.

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(5) Personal online marketing. Develop a plan to promote his brand and services online.
(6) Business card design. Design a personal business card.
(7) Public relations outreach. Develop and help execute a PR plan that generates at least three
relevant media appearances.

4.2 Personal Website Details

Website design should include the following pages or types of information:

(1) Professional. Career and professional highlights.

(2) Services. Information on consulting services that he offers.
(3) Reasons to Hire. List of top reasons potential clients should buy his consulting services.
(4) Speaking. His prior speaking engagements, speaking topics, and visitor request for speaking.
(5) Testimonials/Endorsements. Plaudits and commendations that he has received.
(6) Press/Media. His media appearances and visitor request for media appearance.
(7) About/Intro. Brief bio and personal and professional highlights.
(8) Other. Social media profile links and contact information.

Target website style:

(1) WilliamArruda.com*
(2) KirstenDixson.com*
(3) DanSchawbel.com*

*Sites are provided for reference only.

Misc. details:

(1) Graphic needs: logo, customer header graphic.

(2) Type of look trying to achieve: simple, clean, organized, trustworthy.
(3) Preferred color scheme: blue and white.
(4) Web hosting and domain needs: domain registration and web hosting service.
(5) Browser compatibility: Internet Explorer 7, Firefox, Safari.

5 Schedule
Target completion date for all work, excluding PR outreach, is April 24, 2009. Target completion date for
PR outreach is July 3, 2009.

6 Instructions for Preparing Your Proposal

Your proposal will be evaluated against the following criteria (in order of importance):

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(1) Solution – the overall quality of your proposed solution, which can include additional services
over and above the ones outlined above.
(2) Qualifications – a strong history of delivering the services required and any that you deem
necessary to achieve client’s goals. Contact info for at least two previous or existing clients who
are willing to serve as your references.
(3) Cost – the reasonableness of your proposed solution in terms of cost and fee structure.

Your proposal can be delivered in oral or written form. Written is preferred.

Response due date: March 27, 2009.

One or more Q&A sessions with Joe can be arranged prior to the proposal’s due date. A brief bio of him
can also be supplied upon request.

7 Other Information
The following information will be provided prior to the start of the work:

 Joe’s detailed personal, career, and consulting services information.

 Joe’s existing personal marketing materials.

8 Contact Information
Name Availability (M-F) Primary Phone Email
12:00 to 1:00 pm ET
Joe Smith xxx-xxx-xxx x@x.com
6:00 to 10:00 pm ET

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