Proposal to:

City of Spokane
Strategic Marketing Initiative

RFP #4429-18
January 29, 2018
Letter of Submittal

JANUARY 29, 2018

(RFP #4429-18).

Chapter & Verse is excited to submit this proposal to the City of Spokane.

Why? Well for one, we live and work in Spokane. So we deeply understand the beauty of this place. But it’s more than that.
We love it here. And because we love it, we know it better than any out-of-town agency ever could. We know every
mountain and every lake. Every new neighborhood. Every new company. Every new restaurant. Every new music venue. We
know this place like the back of our hand.

Plus, we have an outsider’s perspective because ⅓ of our office is located in Seattle. So we know how people along the
I-5 Corridor think and feel about Spokane. We’ve told the Spokane story to west-siders countless times and know exactly
what it takes to make the light go on. We’ve had clients and employees move from Seattle to Spokane because it offers a
better way. Put simply, we can tell this story better than anyone else.

As for our credentials?

No other agency in the region has been awarded Small Agency of the Year - West by Ad Age.

No other agency in the region has been awarded Small Agency of the Year - Culture by Ad Age.

And no other agency wants to tell Spokane’s story more than we do.

We currently have 30 full-time employees in Spokane and Seattle. Our clients are leaders in a broad range of industries
including entertainment, telecommunications, finance, healthcare, and tourism & travel. We have vast experience working
with projects and contracts of this size and we’re ready to produce great work.

We are a Washington State corporation, none of our employees have ever worked for the City of Spokane, and we comply
with all terms and conditions set forth in the Request for Proposal.

Our ideas for how to make Spokane the next big thing appear on the following pages. If you have any questions, please
don’t hesitate to contact me at any time.

Thank you for considering the Chapter & Verse team.

Sincerely,

Jeff Sanborn
President
jeff@chapterandver.se
509.688.2200

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Letter of Submittal.2

Name: Chapter & Verse

Places of Business: Seattle & Spokane

Address: Spokane office (headquarters)

111 N. Post St., Spokane, WA 99201

Seattle office
91 Marion St., Seattle, WA 98104

Ph: 509.688.2200

Fax: 509.688.2299

Email: jeff@chapterandver.se

City Employees: None (current or former)

Legal Status: S. Corporation established in 2003

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Proposed Campaign
Creative Insight:
Mythical Washington
There’s a mythology of what it means to live
and work in Washington. A feeling that
started with Lewis & Clark and created an
entrepreneurial spirit of exploration that lives
on today in some parts of our state.
In his book “Selling Seattle,” James Lyons documents the
150+ year history of selling the greater Puget Sound area
as a center of innovation that is close to nature and has a
culture that inspires innovation and creativity. This
mythology enveloped the region to the point that we’ve
become synonymous with coffee, technology, mountains,
music, outdoor adventure, water and quality-of-life. A
place where like-minded people could achieve the perfect
work/life balance.
The cost of growth.
The greater Puget Sound area still has a lot going for it,
but it’s different now. The dramatic changes that have
occurred over the last 8 years are adding new layers to
our regional identity—changes that are talked about and
debated in the media and at offices, pubs and dinner
tables around the region. Changes like:
▶ 1-hour commutes and $20 parking.
▶ Million dollar starter homes and real estate
bidding wars with multiple $100k offers above
asking price.
▶ More than 1,000 new tech company transplants
each week.
▶ Limited parking at hiking trails and ski resorts.
▶ An arts community that can no longer afford to
be in the city.
▶ Constant development, changing skylines, and a
loss of neighborhood identities and cultures.
Seattle is beginning to feel like a lot of other big cities
where people have to work very hard just to afford a
lifestyle that hardly exists anymore. It’s still a special place,
but those who grew up here remember it very differently.
Fighting stereotypes & changing misperceptions.
Depending on where you’re from, you’ve probably already
got an image of Spokane in your head.
▶ People who moved to Seattle from the Inland
Northwest likely have an outdated impression
of Spokane.
▶ People who have never been to Spokane hear
mostly negative stereotypes. They have no idea
what it actually means to live and work here.
How do we change perceptions on a massive scale?
This is our challenge. And it’s not a small one.
Spokane: the next big thing.
The Northwest has always expanded by being the next
big thing. It’s happened more than a few times. So we
know how it works. The excitement about a new,
undiscovered little gem of a city creates momentum that
literally moves people across the state or pulls people
across the country. It’s like a force of nature. A feeling
people get that says, ‘We need to be there.’ That’s the
feeling we need to capture.
Seattle, Tacoma, Everett and Bellingham have all been
discovered. If they were garages, the sign would read
“Lot Full.” But the mythical Washington we all know and
love still exists. It’s here. Spokane should be the next big
thing. We just have to do a better job of telling that story.
We Don’t Need a Campaign.
We Need a Movement.
A campaign places ads and buys impressions. This is not
that. This needs to be more than that. A movement for
and of the people.
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Proposed Campaign

So how do we tell that story?
We start by getting everyone’s attention. Business
owners. Employees. Their families. We create a
movement that gets noticed. We tell a story that
raises eyebrows. That story centers around people and
businesses that have figured out how to hack
Washington.
Let’s highlight these stories. Let’s show the smart,
successful people who have made the jump over to (or
back to) Spokane for all it offers. Real people. Real
voices. Real businesses. Real images of amazing
workspaces and beautiful homes on the lake. Let’s tell
real stories of people who have the inside track on a
better way. Not one story. Not two stories. Tons of
stories. One after another after another. That’s how we
start a movement.

What is #HackingWashington? There’s a feeling

among people who’ve moved to Spokane. It’s almost
like they’re getting away with something. They have
good jobs (even at Amazon or Microsoft) and a great
house in a nice neighborhood. Their kids go to great
schools. They have a lake place and like to ski.
They’re a 40 minute flight to Seattle for a meeting
next week. They actually go to Seahawks games.
And Sounders games. And concerts and festivals.
They’ve got pretty amazing lives. Because they’re:
#HackingWashington
And we let people share their stories, too. That’s the
real power of the #HackingWashington movement.
We’ll work with local influencers and business leaders
to broadcast content. We’ll seed posts and aggregate
the best content to the website. We’ll give people
tools to spread our message like custom emojis.
We’ll put the # letterforms at Hoopfest and
Bloomsday, night markets, concerts, ski hills and
docks. And we’ll place them downtown, at
neighborhood block parties, in big warehouses and
fresh office space. Because to truly create a
movement outside the city, we need folks inside the
city to celebrate their lifestyles and show the world
the Spokane of 2018.

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Like cities, freeways and hiking trails,
traditional media gets overcrowded. Quickly.
Media: keep it digital
When media becomes overcrowded, two things happen:
1) costs go up
2) messages become less effective
To be even remotely effective in a market like Seattle
your media cost would hover around $32,000-$35,000
for a weekly TV campaign and around $18,000-$20,000
for a weekly radio campaign. While traditional media can
give you mass reach, your budget will burn quickly.
Your campaign budget simply does not allow for all
media types—there is a need to focus on media that
will generate the highest level of impact with a more
precise target.
Hello digital and social!
A strategically placed social and digital campaign can
deliver quality reach and frequency. And by using digital
and social platforms we can more accurately target our
audience. They also allow us to see who is engaging with
your content in real time, so we can optimize and adjust
campaigns on the fly. This helps drive cost-efficiencies.
To help build our reach and frequency, we’ll incorporate
digital video and display ads retargeting people who have
engaged with our content to contextually relevant sites
and to premium sites where your ads will be viewable. We
can also take over the online edition of relevant business
publications like Puget Sound Business Journal, Seattle
Business Magazine or Washington CEO for a day and
inspire influencers to share stories about how they’re
#HackingWashington.
▶ LinkedIn, Facebook, Instagram, Twitter and
YouTube will provide us with deeper targeting
capabilities including: lookalikes, geo and
psychographics. Keywords and topics will ensure
we are targeting the right audience.
▶ We will work with local business leaders to add
content to #HackingWashington and aggregate
that content to a website to attract attention.
▶ Instagram will provide the ability to aggregate
stories of people already living here—show a
world of affordable living combined with a
growing food scene and access to every outdoor
adventure you can imagine. We can use real
Instagram posts in the aggregated site and use
frames from those instagram posts in video and
digital ads.
▶ All of our messaging will appear on multiple
platforms including mobile, desktop and tablet.
Campaign metrics
In developing the campaign we will conduct a rapid
discovery where we analyze relevant data and reports that
currently exist including search trends, website analytics,
secondary reports, any research your organization has
conducted or subscribes to, and more. These data
sources will provide campaign insight and establish a
baseline for measurement.
With a budget of $250k we do not recommend
commissioning new research as that will take much-
needed funds away from media placements. We would
rather put your budget to work. However, by using digital
media we will measure impressions, clicks and
engagement with advertising. We can also measure
engagement with your website and social properties,
where we will uncover learnings about who engages with
your message and your brand, as well as who submits
information to learn more about moving to Spokane.
Website
The campaign can direct audiences to social channels
where they will learn more about how they can hack
Washington in Spokane. There is also a role for a
campaign website that houses #HackingWashington
content, provides more layers to your story, provides
helpful resources and captures leads with a contact form.
Our discovery work will identify how a #HackingWashington
website will align with your existing online presence and
uncover the organizational and technical specifications
which must be considered. These inputs will provide the
information necessary to define the appropriate approach
and budget.
We look forward to partnering with you to
identify and define KPIs for this campaign.
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Proposed Campaign
We encourage creative collaboration.
We’re excited about helping you solve this challenge, and
the ideas we have shared in this proposal. But there is
more we would like to learn, and sharing ideas in this way
doesn’t reflect how we typically work. We find that our
clients are experts in their brand and marketing
challenges, so we strive for an open flow of information
and ideas. We like to include their POV in the creative
development process and look for opportunities to
co-create.
Our first step will be a meeting of the minds, and our
people. We want to clearly understand your goals and
challenges and how we can best support you as we move
forward together. We’ll also talk about the work you’ve
done in previous years to learn what’s worked well and
what we can improve upon.
We encourage this process by sharing early and often—
sometimes sharing ideas in their infancy to get initial
feedback or to inspire additional ideas. This way we’re
able to ensure we’re all connected, aligned, and in
agreement with the direction we’re headed.
Timeline/Action Steps
We like to move fast. Our approach with your timeline is
to solve your challenge quickly and efficiently so we can
be mindful of your budget, and get your message in
market within the quarter.
Strategic planning.................................................................................2-3 weeks
▶ Kickoff meeting with City of Spokane
▶ Discovery
▶ Strategy development
▶ Approval of strategic direction
Campaign development...............................................................3-6 weeks
▶ Creative exploration
▶ Creative approach approval
▶ Website development
▶ Media strategy & plan development
▶ Media strategy & plan approval
Production & placement.............................................................2-4 weeks
▶ Media buying
▶ Creative production
▶ Media placements
CAMPAIGN IN MARKET:............................................. 7-11 weeks
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Agency Information
We’re the perfect agency for this job.
That might seem like a bold statement. Certainly there
are other good agencies out there. But to tell this story,
to convince people and businesses along the I-5 Corridor
that Spokane is the next big thing, you need an agency
that gets it. And not just gets it, but lives it.
That’s Chapter & Verse. We wake up every morning in
Spokane. We send our kids to neighborhood schools. We
help our friends start businesses. We do pro bono work
for a ton of local charities. We’re 100% invested in the
community and the region.
No other agency has offices in both Seattle and
Spokane, providing a unique perspective on our
challenge.
No other agency was named Small Agency of the
Year by Ad Age—on two separate occasions—in the
last five years.
No other agency in the region produced three Super
Bowl spots.
In short, no one can tell this story like we can. And no one
is more excited to jump in and get started.
We’re full service.
We started in 2003 and we’re a full-service agency.
Which means we offer a range of services that include:
▶ Research
▶ Brand planning
▶ Marketing plan development
▶ Concept development
▶ Brand design
▶ Media planning & buying
▶ Digital development
▶ Social media management
▶ Production services
We’re employee owned.
As the company grew, it was clear how important our
employees were to our success. So we recently
re-established as an all-employee owned agency that
gives every person here a significant ownership stake in
the company. We know our people put a lot of
themselves into the success of C&V and our clients.
They are passionate about getting the work right. And
they treat the company like it’s their own, because, well,
it is. With this new structure we didn’t think it was
reflective of our values to have the names of only two
people on the front door. So we rebranded as C&V,
emphasizing our focus on storytelling.
We’re incredibly experienced.
Most of us have spent the better part of the last twenty
years doing this every day.
Together, we’ve spent the last 15 years creating ads and
digital experiences for Netflix. We’ve supported 7
international launch campaigns and helped grow their
member base from 6 million to 100 million worldwide.
We’ve helped increase concession sales and foot traffic
throughout SeaTac Airport, drove record ridership numbers
for Amtrak Cascades and took Yoke’s Fresh Market from
4th place to THE place for the freshest groceries.
From household names like AT&T to niche leaders like
Memjet, we’ve built campaigns and trade show
experiences with ROIs that look like typos
(1640%—for a single event).
We’ve done it all using every tool in our extensive
toolbox—web experiences, digital advertising, social
engagements, print and radio advertising, broadcast
television and direct marketing engagements. We plan
and develop strategy, we design, we write, we code, we
animate, we shoot, film and edit. And all along the way
we think. A lot.
And we believe, truth will out.
It’s a line from the Shakespearean play “The Merchant of
Venice.” And it’s something we say a lot around here. We
start every project with a simple question. ‘What’s the
truth about your brand?’ For the City of Spokane, the
truth is this is an incredible place to live and work.
We hope we get the opportunity to share that
story with the world.
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Agency Information

Team Lead

TEAM #HackingWashington

17
Agency Information
A Team Approach.
We have developed a core team around your organization.
We bring the entire team together to collaborate on
ideas, produce and evaluate campaigns. This free-flowing
sharing of ideas across individuals with different
backgrounds and perspectives results in better work and
ensures all activities are aligned.
This core team will also have full support of the agency
and other resources to accommodate any other needs
that may arise during the project.
Team Lead
Jeff Sanborn
President & Exec. Creative Director
Skills
Jeff provides oversight and leadership for the agency,
including directing all creative produced at Chapter &
Verse. A visionary thinker and skilled designer, Jeff brings
fresh insights and a unique point-of-view to every
assignment.
Education
A.A. Illustration and Design, Phoenix Institute
A.A. Graphic Design, Spokane Falls CC
Major: Advertising & Design, Western Wa. Univ.
Experience/Accomplishments
For two decades he has led creative and brand develop-
ment teams for clients like AT&T, Thomas Hammer,
Nintendo, Memjet, McDonald’s, Amtrak, Dairy Farmers of
Washington, and countless others.
▶ Produced 3 Super Bowl spots in 5 weeks for
Qualcomm’s FloTV. Spots generated over a
quarter-million hits to their website in 2 hours
and over 200k views on YouTube in less than 3
days.
▶ Directed a campaign expanding Yahoo’s position
as the #1 Fantasy Football game in America.
▶ Directed design teams assisting expansion of
Netflix abroad—including Brazil, the UK,
Scandinavia and the Netherlands.
▶ Design lead on the redesign of 2,000 AT&T
Wireless stores nationwide.
▶ Led design of maiden web properties for
Nintendo including GameBoy.com, MarioKart
and DonkeyKong Country.
▶ Jeff’s work has appeared in leading industry
publications like Adweek and Advertising Age,
and has won numerous awards along the way
including regional and national Addy Awards,
Obie Awards, Webby Awards and Telly Awards.
18
Agency Information
Brandt Heinemann
Planning Director
Skills
Brandt is responsible for strategy, research and insights.
He studies the relationship between people and brands—
his background is in both quantitative and qualitative
research and has particular expertise in ethnographic
research, having conducted fieldwork in over
1,700 homes, offices and public spaces.
Education
BA, Psychology, Central Washington University
MS, School of Journalism & Comm. Univ. of Oregon
Experience/Accomplishments
▶ Conducted ethnographic research that informed
campaign strategies for brands like Avista
Utilities, Providence Healthcare, EWU, Whole
Foods Market, Washington Grown, Henry
Weinhard’s, and more. This includes research
conducted on Amtrak Cascades trains that
inspired a creative strategy that broke sales
records for the brand. 
▶ Developed a brand strategy and campaign plan
for tolling on SR 520 that led to a solution that
exceeded all goals for Good To Go! Pass sales.
▶ Developed a brand strategy and campaign plan
for Henry Weinhard’s Beer that reversed a 10 year
sales decline.
▶ Has conducted segmentation research for clients
including Litehouse Dressing, Whole Foods
Market and others.
▶ Conducted a National retail ethnography of AT&T
Wireless stores that led to a successful strategy
for how the brand approached merchandising,
promotions and sales.
▶ Has conducted qualitative and quantitative
creative and concept testing for brands like AT&T
Wireless, T-Mobile, Providence Health Care,
Amtrak Cascades, Qualcomm, Whole Foods
Market, Minute Maid, and many more.
▶ Developed a quantitative brand and ad tracking
system for Providence Health Care that provided
guidance for brand planning and campaign
management.
Amy Nichols
Account Director
Skills
Amy is a seasoned account director with more than
16 years of providing expert leadership for local and
national clients in telecommunications and other
industries. Her strong analytical skills and big-picture
thinking ensure C&V projects are completed on time and
on budget. Brand experience includes AT&T, Netflix,
Albertsons, McDonald’s, Gonzaga School of Law, Henry
Weinhard’s and AmericanWest Bank.
Education
BA, Marketing & Management,
Eastern Washington University
Experience/Accomplishments
▶ Spearheaded the redesign and rebuild of
eatsmart.org for the Washington Dairy Products
Commission.
▶ Managed the rebrand of Inner Pacific Alliance for
Cancer Care including naming, brand identity,
Facebook content development and
management.
▶ Managed the discovery, user experience design
and visual design of itron.com —a global website
localized into multiple languages, built on the
SiteCore platform.
▶ Managed the development of multiple sales
demos and videos for the AT&T Wi-Fi and Data
Patterns groups.
▶ Managed the launch of a digital ad campaign for
AT&T FlexWare, utilizing display ads and vertical-
specific publications.
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Agency Information
Keytra Malmquist
Account Coordinator
Skills
Keytra is, quite possibly, the world’s best organized
project manager. No timeline is too tight. No deadline too
near when Keytra oversees production.
She started her career at the Spokane Regional
Convention & Visitors Bureau as a Sales and Marketing
Coordinator managing projects between the sales team
and their internal marketing staff. She joined C&V as an
account coordinator where she has further developed her
skills working with our design teams to develop
campaigns for our clients.  
Education
BA, Communications and Public Relations
Eastern Washington University  digital media and in-store promotions.
Experience/Accomplishments  Hammer Coffee.
▶ Manages all agency work on the Kids at Heart
Luncheon, benefitting Sacred Heart Children’s
Hospital.
▶ Manages the design team on Netflix Kids
Originals artwork.
▶ Manages the team to deliver a suite of assets of
global Netflix projects ensuring they are on time,
on budget and on strategy.
▶ Coordinated between internal and external project
systems to ensure workflow. 
▶ Coordinated the development of campaigns for
Dairy Farmers of Washington.
▶ Contributed to social media implemented on The
Alliance for Cancer Care social media platform.
▶ Leads the pro bono work for Women Helping
Women Fund. 
Jesse Scheller
Associate Creative Director
Skills
Jesse is a brilliant designer and art director,
with more than a decade of experience working on some
of the world’s biggest brands. From Netflix to AT&T, his
creative thinking and unique ability to combine function
and form have helped companies expand and increase
brand loyalty all over the world.
Education
A.A.S, Graphic Design,
Spokane Falls Community College
Experience/Accomplishments
▶ Creative lead and designer on Netflix international
campaigns with work including print, social,
▶ Concept, design and art direction for Thomas
▶ Concept and design for Netflix DVD seasonal
campaigns.
▶ Designer for StayAlfred brand identity.
▶ Design projects for Green River College, AT&T,
Disney, Fox Sports, JanSport, MTV, Itron,
McDonald’s, Providence Health Care, Dairy
Farmers of Washington, AmericanWest Bank and
many more.
▶ Winner of numerous ADDY awards.
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Agency Information
Jeff Akiyama
Media Director
Skills
Jeff has extensive experience developing media plans for
a variety of national and regional initiatives. He is skilled
at planning, negotiation, tracking and reporting of media
purchases.
Education
BA, Washington State University
Experience/Accomplishments
Ten years of agency planning experience working with
brands including Litehouse Dressing, Amtrak, and Eastern
Washington University.
▶ Has developed multiple media plans for Amtrak
Cascades that include the innovative use of
digital and experiential media, which have
resulted in significant increases in ridership.
▶ Developed digital media campaigns for DVD.com
resulting in the addition of new members at a
record low cost per acquisition.
▶ Has developed successful media strategies for
Eastern Washington University.
Rich Lufrano
Copywriter
Skills
A former English teacher with a Masters in Education,
Rich has 15+ years of consumer and B2B experience
creating award-winning campaigns for brands big and
small. An innovative thinker, Rich has helped brands like
McDonald’s, Toyota, IBM, Allstate, VH-1, Wilson Sporting
Goods, Yahoo and Netflix communicate more effectively
in print, digital and broadcast communications. He wrote
‘Rule The Court’ on a napkin, which became an
award-winning Prince tennis campaign that ran for more
than a decade. He helped launch the Toyota Prius in
North America. And, most notably, he once scored 4
points against Michael Jordan in a pick-up game.
Education
M.A., Education, Columbia College Chicago
B.A., English Lit, Knox College
Experience/Accomplishments
▶ Lead writer and content strategy on itron.com
site re-design.
▶ Lead writer on numerous AT&T videos and
website projects.
▶ Contributing writer for Prius launch in North
America.
▶ Extensive experience in digital and traditional
work.
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Agency Information

Cindy Henderson
Production Manager

Skills
Cindy brings 30+ years of broadcast, print and invented
media production experience to projects and is capable
of accomplishing high-quality production value across a
range of budgets. She coordinates outside vendor
relationships, manages internal project traffic, and has a
reputation for being able to track down anything.

Experience/Accomplishments
▶ Sourced talent/costumes/puppeteers for Dairy
Farmers of Washington video.

▶ Managed production of giant beer bottle/lease

of logging truck for out of home project for Henry
Weinhard’s Beer.

▶ Managed production of Alaska Airlines TV and

radio campaigns.

▶ Sourced and managed print production projects

for Brand Partner Netflix launches in U.K.,
Indonesia, South America, Netherlands, U.S.,
Australia.

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Reference Projects

The Four Challenges:

You asked for examples of three projects that led a city marketing effort. But we see
the challenge as larger than city marketing and regional business recruitment.
We see it as four unique challenges in one. So we’re sharing our successes in solving
for each of those challenges.
Challenge:

Develop a campaign that

creates a movement.

An advertising campaign won’t generate conversations and inspire people to move

to Spokane. We need a movement. Like the one we created for Eastern Washington.

Start Something Big. Well, We Did. We developed a brand idea for EWU that
included a giant interactive installation covered in 10,000 magnets, placed
in the core of the city. It encouraged visitors to reflect, share photos and take
a piece home. The idea turned into a movement which became a huge
source of pride for Alums and a social media moment. The President called it,
“the most powerful marketing tool in our 100+ year history.” Within a year,
EWU had their largest freshman class in history. Within 3 years, they had
a record number of graduate school applications.

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Challenge:

Rock the I-5 Corridor.

Puget Sound is an expensive, competitive messaging market. There’s a lot of white

noise and a lot of messages competing for people’s attention. The best way to speak
to people living along the I-5 Corridor is to understand the mindset, the culture
and the region. We live here. We work here. And that has allowed us to break
through the clutter and achieve eye-popping results.

Digital Traffic Jam. Tolling was being reintroduced on the 520 bridge in Seattle
to help pay for construction of a new bridge. Our job was to get people to
purchase a Good To Go! Pass before tolling began. We sold 190,000 passes
before tolling even started, exceeding all sales goals for the campaign. The
work was so effective, WSDOT’s website crashed the day we launched which
proved to be the one time in WSDOT history they weren’t upset about a crash.

Ridin’ The Rails. People forgot how great the train is. That’s the simple truth.
You can work. You can play. It’s so much better than driving. We tapped into
the psyche of potential riders by reminding them how much better life can
be on the train. And the results were amazing. After campaign launch, we saw
15% and 20% increases in ridership over the previous year, and in Washington
we saw 12 months of year-over-year gains and broke several ridership records
in the state.
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Challenge:

Use digital and social media to

achieve measurable results.

C&V manages digital campaigns for many of our clients using a wide range of
tools and platforms. We track results, identify key learnings and change tactics and
messaging on a dime to get the most out of your marketing budget. Here are two
examples of ongoing programs we currently manage.

Planting A Seed. We took a restaurant company in dire need of a social

media platform and built a strong brand presence that would attract the next
generation of customers. In less than a year, our digital video impressions on
You Tube, pre-roll, apps and Facebook garnered over 3.2 million impressions.
Our non-video Facebook campaign ran over 87,000 impressions which
generated nearly 1,000 new page likes. Engagement jumped 83% in less
than 12 months.

DVD’s To Your Door. Everyone uses Facebook and Instagram ads. Not everyone
uses Facebook and Instagram ads successfully. We developed a digital
campaign for Netflix DVD that uses display advertising and paid social to
produce positive results at a cost that was 90% lower than other agencies
were able to achieve. And we continue to optimize and improve on this
campaign each and every month.
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Challenge:

Inspire people to move to Spokane.

Gonzaga School of Law needed to attract more students. We quickly realized that
we didn’t just need to inspire people to go to Gonzaga School of Law. We needed to
generate excitement about moving to Spokane. We created a series of marketing pieces
that highlighted the region as a major component of the law school experience.

Judicious Results. In the first year of our campaign, a campus that was
in desperate need of an influx of new students, and new energy, we saw
student enrollment increase by 15%. A year later, 2018 applications are up an
additional 30% putting Gonzaga Law on solid legal ground. Our client referred
to the boost in enrollment as “Huge.” We’re pretty sure huge is good.

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Reference Clients

Amtrak Cascades
C&V Project Leads: Brandt Heinemann,
Jacqui Stewart & Jeff Sanborn
Client Contact: Colleen Richter
Director, Marketing
916.281.8715
ColleenMRichter@gmail.com

Gonzaga University
C&V Project Leads: Amy Nichols &
Keytra Malmquist
Client Contact: Susan Lee
Director of Admissions
721 N Cincinnati
Spokane, WA 99202
509.313.5532
lee@gonzaga.edu

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Cost Proposal

Our Approach to Project Costs: Billing Process:

In developing a cost proposal it is important to Our billing rate is $170/hour. For every project we
acknowledge the budget realities inherent with this develop a detailed estimate that accounts for all hard
initiative. This has an effect on every aspect of this costs and staff time required to complete the
project, from project planning to media selection to assignment. Once approved, these become the not-to-
creative development to production. Specifically: exceed figures that we manage all required work to. And
▶ Get up to speed quickly with a rapid immersion we GUARANTEE that our invoices will always be at or
and discovery process. below the approved estimate. We bill monthly against this
estimate. If client revisions are requested mid-stream
▶ A focused, efficient media approach is needed.
Conventional media will have too much waste. that will affect a pre-approved budget, it’s our job to
notify you immediately of the budget implication so you
▶ C&V will need to move quickly and efficiently so
can provide advance authorization to proceed.
we can apply as much budget as we can to media
costs and limit agency fees.

The costs and expenses outlined below reflect these realities.

C&V Staff Costs:

▶ Strategic planning & discovery:.................................... $2,500
▶ Concept development:............................................................... $5,000
▶ Campaign production:.........................$10,000 - $17,500
▶ Media discovery, planning,
buying, optimizing:...................................$15,000 - $20,000
▶ Management:............................................................................................ $5,000
Subtotal:.......................................................................$37,500 - $50,000

C&V Expenses:
▶ Ad production expenses:.................$20,000 - $25,000
▶ Media expenses:................................. $150,000 - $170,000
Subtotal:............................................................. $170,000 - $195,000

TOTAL:....................................................................$207,500 - $245,000*

* If it is determined that we are to build the campaign

website for this initiative, C&V will provide a detailed cost
estimate. The overall budget will not exceed $245,000.

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