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2002-49RESOULTION NO. 2002- 49 A RESOULTION APPROVING A PROFESSIONAL SERVICE AGREEMENT FOR THE MARKETING, PUBLIC RELATIONS, AND TRAINING SERVICES FOR BUFFALO GROVE AND ARBORETUM GOLF COURSES WHEREAS,there is a desire to increase rounds of golf played and revenues generated from golf operations, as well as engage in marketing of the new Arboretum Club facilities;and the training of employees; and, WHEREAS, professional marketing, public relations,and training services are required in order to proceed and advance in that desire; NOW, THEREFORE, BE IT RESOLVED BY THE PRESIDENT AND BOARD OF TRUSTEES OF THE VILLAGE OF BUFFALO GROVE, COOK AND LAKE COUNTIES, ILLINOIS, as follows: Section 1. The Professional Services Agreement related to the Marketing, Public Relations, and Training Services for both Buffalo Grove and Arboretum Golf Courses is hereby approved. Section 2. The Village Manager is authorized and directed to execute the agreement. A copy of said agreement is attached hereto and made part of hereof. AYES: _5 - Braiman. Glover Berman, Johnson, Trilling NAYES: 0 - None ABSENT: 1 - Kahn PASSED: December 16 , 2002 APPROVED: December 16 , 2002 APPROVED: ATTEST: Village President Village Clerk A w '. - Village of Buffalo Grove The Arboretum Club Buffalo Grove Golf Club PROPOSAL FOR MARKETING AND TRAINING SERVICES SUBMITTED BY L 0 Nielsen 0 Associates INCORPORATED 614 Cherbourg Drive Buffalo Grove, Illinois 60089 Telephone: 847 - 913 -8668 FAX: 847 - 913 -8698 www.nielsenassociates.com rX.11" 1307 S. Wabash Avenue, Suite 310 Chicago, Illinois 60605 Telephone: 312- 692 -0612 FAX: 312- 896 -9021 www.nofoamproductions.com t' Village of Buffalo Grove Proposal For Marketing and Training Services CONTENTS Short -Term Project Objectives, Actions and Budgets Additional Recommended Project Objectives Benefits of Accomplishing The Project Potential Return on Investment Trainer /Consultant Credentials © 2002 Nielsen Associates, Inc. NO2 -028 Project Approval 1 • . ' W Village of Buffalo Grove Proposal For Marketing and Training Services SHORT -TERM PROJECT OBJECTIVES, ACTIONS AND BUDGETS The Arboretum Club of the Village of Buffalo Grove has requested that Nielsen Associates, Inc. and No Foam Productions Company submit recommendations and budget parameters for accomplishing the following short -term objectives: Short -Term Objective #1— Branding o Help The Arboretum Club managers /staff define what the "brand" is and how the organization wants its customers and potential customers to view them. o Assist The Arboretum Club managers /staff in defining mission and vision and how these support the "brand." o Determine the specific look, behaviors, staging and presentation elements that will help further define the "brand" and cement it into customers' minds. In other words, "when I think of The Arboretum Club, I think of a premier public golf course, the customer service of a private country club, and facilities conducive to an exceptional corporate golf outing and banquet." o Outline ways in which the "brand" will be communicated both internally and externally. o Assess the competition and its "brand" and discover where there are gaps and where there are overlaps in order to position properly. The key to accomplishing these bullet points will be focus groups, individual interviews with managers, current staff and current/potential customers, and market research and competition analysis. The budget for accomplishing the actions of this objective is based on a 6 -month retainer contract (with a Village option for 6 -month renewal at the same rate, with total monthly hours being adjustable) of 30 hours per month. A 30 -hour per month retainer would be $2,500 the first month, and $2,000 for each of the remaining 5 months. The above services would be part of the retainer services, as would regular meetings with management, brainstorming sessions, idea generation and Short -Term Objective #2. The retainer would provide The Arboretum Club with a marketing resource on site /on staff at regularly scheduled times. This resource is available to execute marketing plan items as well as work on any "rush" items. © 2002 Nielsen Associates, Inc. NO2 -028 2 W Village of Buffalo Grove Proposal For Marketing and Training Services SHORT -TERM PROJECT OBJECTIVES, ACTIONS AND BUDGETS Short -Term Objective #2 — Marketing Strategy and Marketing Materials o Work with The Arboretum Club managers to determine an overall marketing strategy based on the "brand" and the competition. This strategy can include (but will not be limited to) the following tactics: 1. Media blitz announcing the opening of "World class Arboretum Club." 2. Plan special marketing events to show potential high profile customers the benefits of having events at the Arboretum. 3. Plan charity events with VIP invitee list — benefit here is to give back to the community while appealing to another potential customer base. 4. Advertising in related media (magazines and local coupon books, etc.). 5. Listings in industry buying guides /golf course directories. 6. Building awareness by receiving "free" media placement. 7. Targeted mailings to golfers, "regulars" at both Village golf courses, corporations, charities who run golf events, and others. 8. Start regular events (Couples Golf Outings with dinner, promotion of more leagues, North Shore golf events such as a Pro -Am). 9. Hold focus groups with area corporations to determine meeting and event needs and requirements. 10. Contact event planners in Chicago for inclusion on list of venues for golf or other events. 11. Conduct online or paper survey to assess community awareness of new facilities and reasons for which they might book an event. Offer an incentive to book an event. o Build grass roots marketing strategy concentrating on influencer marketing as opposed to mass media to cultivate long -term growth. Dependence on advertising and media are costly ventures for which returns are not easily measurable. © 2002 Nielsen Associates, Inc. NO2 -028 3 Village of Buffalo Grove Proposal For Marketing and Training Services SHORT -TERM PROJECT OBJECTIVES, ACTIONS AND BUDGETS While the branding process is taking place, other marketing tasks can be accomplished. Below is an idea/sample of possible timelines and activities that can be taking place simultaneously. Nov 15 -30 Branding Process — Interviews with Managers and Others, Sessions to Brainstorm Directions and Clarify Identity Nov 15 — 30 Determination of Marketing Collaterals to Be Created — Additions /Changes for the Website Posted Dec 1 —15 Conduct Survey to Assess Community Awareness of New Facilities and Reasons for Which They Might Book An Event Begin Design of Marketing Collateral Materials Selected Dec 1 -15 Schedule Corporation Focus Groups to Determine Event and Meeting Needs and Services — Gain Input to Use in Collateral Materials (some of which may be adapted from current pieces) — Have at Least One Mailer Prepared Dec 15 — 31 Determine Listings for Industry Buying Guides and Directories, Create Ads for These Directories — Coordinate with Branding Theme and Focus Group Feedback Finalize Art for Collateral Materials and Deliver to Printer — Additional Pages Added to Website Which Mirror "Look" and Message of Printed Materials Jan 1- 15 Contact Event Planners in Chicago for Inclusion on List of Venues for Golf and Other Events — Create Ads to Run in Golf Magazines Jan 1 —15 Begin Grassroots Marketing Campaign — e.g. Develop relationships with other golf courses, media contacts, coordinate efforts with Progressive Management and the banquet facilities Jan 15 — 30 Create Ads to Run in Golf Publications, Crain's Chicago Business, and Others from Research Jan 15 — 30 Build Awareness by Free Media Placements and Ongoing Articles in the Press (e.g. profile on the golf pro, highlights of facilities) Closer to Media Blitz Announcing Opening Opening* Special Marketing Events After Regular Events Opening * Closer to opening refers to last 60 -90 days, once official opening date is determined. © 2002 Nielsen Associates, Inc. NO2 -028 4 Village of Buffalo Grove Proposal For Marketing and Training Services SHORT -TERM PROJECT OBJECTIVES, ACTIONS AND BUDGETS Short -Term Objective #3 — Website Enhancements o No Foam will be instrumental in concept creation, layout and design, and programming of additions to The Arboretum Club web site, as well as being able to handle regular updates. The website and its contents will become the exclusive property of The Arboretum Club. o The primary objective with the website is to get as many hits as possible when users seek a golf facility for an event. To accomplish this, it is necessary to sign up with various search engines. There is an add -on cost for each search engine (e.g., Yahoo is approximately $400 to list on their engine which is a logical first choice for The Arboretum Club), unless these have previously been established. o The need for an online presence of the "brand" is essential when referring potential customers to the site for information, room configurations and capacity for golf /banquet events, golf fees, available services and other amenities. This can also be a way of developing a database of customers and interested bookings for staff follow up. o In addition to the main website features, seasonal promotions, articles and links of interest, advertisements, printable coupons and other "what's new ?" features can be updated frequently. The Arboretum has the right to update its own site. o Work with The Arboretum's management to accomplish a user - friendly, easy to access and navigate, information filled, fun and creative website that will get noticed and keep people returning to the site. The budget for accomplishing the actions of this objective is $1,500 not including the search engine fees and related technical /software requirements. (additional maintenance fees for updates /changes /reports can be part of future retainers or done as capitated projects). Measurement of each of the objectives can be part of the deliverables and fees will be determined by preferred measures (e.g. surveys that may be created, tallied and reported; tracking of hits on website; tracking of referral mechanisms, as well as any of the items listed on page 7). © 2002 Nielsen Associates, Inc. NO2 -028 5 W Village of Buffalo Grove Proposal For Marketing and Training Services RECOMMENDED LONG -TERM PROJECT OBJECTIVES As with any successful brand, building loyalty and preference are long -term processes that require constant maintenance to ensure success. Nielsen recommends accomplishing the following additional objectives. Budgets and completion schedules for these objectives are included in this proposal. Short -Term Objective #4 — Service Delivery Plan (Training) o Provide operational tools that will ensure smooth service delivery, effective management and decision - making and employee success (i.e. management coaching, staff service training, special events planning and implementation). o Customer service skills training and coaching for key staff members. Nielsen suggests using its premier service course, Five Star Service, as the basis for this training so The Arboretum Club does not bear the cost of a custom - designed program. This program can be tailored to fit the "brand" message and the golfing environment available to customers /patrons. This program would be delivered in two to three 3 -hour modules, depending upon decisions made in branding sessions. An outline of the content of Five Star Service is included on the next page of this proposal. It is vital that the staff be ready to deliver on the service "brand" message prior to and upon opening of the new facility. This training will logically occur in the February/March 2003 time frame. Cost for this training is $2,400 and includes all materials and the facilitator for 3 modules. o Nielsen can provide website updates, promotion design and development, press releases, advertising design, secret shopper, human resources consulting, new hire orientation and other services over an extended period of time as either a part of the retainer or hourly basis. © 2002 Nielsen Associates, Inc. NO2 -028 6 W - Village of Buffalo Grove Proposal For Marketing and Training Services FIVE STAR SERVICE Course Description Five -Star Service focuses on the critical elements in the constellation called "service" that must be continually enhanced tuned and reinforced in order to maintain the highest quality standards. This training program emphasizes the importance of five crucial elements or "stars" that define exceptional customer service. The training highlights the practice of 5 R's or "stars" that makes organizations successful, and introduces staff and managers to the skills, attitudes and behaviors necessary to provide consistent service on the job. Course Outline Research Identifying Your Customers Customers - Inside and Out Clarifying Needs /Expectations Exceeding Customer Expectations Service Mission and Commitment Regard for Others Service Attitudes Service Behaviors Service Perspectives Impact of All Employees Responsiveness Face -to -Face Service Image Telephone Service Image Servicing Difficult Customers Attitudes and Behaviors Follow -Up and Follow- Through Resources Working As A Team Knowing Who Can Help External Support And Ideas Repairs Communication Strategies Problem Solving Strategies Fixing Things That Are Broken Making Improvements © 2002 Nielsen Associates, Inc. NO2 -028 7 Village of Buffalo Grove Proposal For Marketing and Training Services BENEFITS OF ACCOMPLISHING THE PROJECT The benefits of using Nielsen and No Foam's services will vary depending upon the organization's short- and long -term requirements. Some of the most common benefits include the following. • As a result of Nielsen and No Foam's work, employees can better understand the organization's "brand" and live the brand in all service delivery. This results in coordinated service delivery, stronger internal communication, improved performance and higher productivity, by staying focused on the customer and the outcomes to be achieved. • A marketing project conducted by Nielsen and No Foam can help develop empowered managers and employees, promoting a team effort throughout the organization. Employees begin to share a common vision and mission and understanding of the importance of living the brand. • The project can enable the organization's employees to become more productive because it allows them to focus on the organization's vision in relation to their specific jobs and how they support the brand. • Process improvement issues are identified and managed faster and solutions are implemented more efficiently, resulting in increased quality and customer service, higher productivity, continuous improvements, higher quality of work life, and reduced turnover. • Nielsen and No Foam's team of consultants work directly with the organization's team members and management personnel so they can become self- sufficient when Nielsen and No Foam's work is completed. • Nielsen and No Foam's team will work directly with the marketing firm hired by Progressive Management to do the banquet/food service marketing. This will insure complementary activities and consistency in overall branding messages and the sharing of costs for dual promotions. • The cost of hiring a part-time or full -time internal marketing person is far higher in the long run than utilizing external resources during the early months of The Arboretum Club's reopening. © 2002 Nielsen Associates, Inc. NO2 -028 $ I# W Village of Buffalo Grove Proposal For Marketing and Training Services POTENTIAL RETURN ON INVESTMENT The following list provides some, but certainly not all, of the categories from which a return on investment for the project can be derived: a Increased advanced bookings for golf, meetings or golf outings (and other Arboretum - driven measurements). a Repeat business from satisfied customers. a Word -of -mouth advertising from established influencers (this refers to corporate event planners or satisfied customers who pass the word on to others in their organizations and communities). a Increased visibility of the brand (e.g. public relations, media relations) a Reduced customer complaints (this is measurable only if the Arboretum staff records complaints — verbal and /or written — and tracks the type of complaint and the method of resolution). The "secret shopper' approach can also be utilized to assess service levels and service gaps. A Improved hiring decisions, which result in savings over time. a Reduced absenteeism, tardiness, grievances, turnover among employees. a Decreased waste or theft. While the return on investment is important to the organization's overall success and survival, the bottom line in a quality- focused organization is not entirely dollars ... it is the satisfied customer that results from superior service. Highly motivated and satisfied employees, providing quality products and tremendous customer service, ultimately benefit the organization with increased revenues and profits. RO/ FORMULA Operational Results --------------------- - - - - -- = ROI Project Costs © 2002 Nielsen Associates, Inc. NO2 -028 0 W W Village of Buffalo Grove Proposal For Marketing and Training Services CONSULTANT CREDENTIALS KATHY A. NIELSEN Nielsen Associates, Inc. President Kathy Nielsen is an international trainer, marketer and successful entrepreneur. She has gained significant recognition among business, government, and service professionals for her innovative approaches to marketing and organizational development. During her extensive career Kathy has trained thousands of individuals, and has been highly effective in helping service organizations brand themselves, carry the message to employees and customers, and attract business to foster bottom -line success. A powerful communicator, Kathy works on marketing and consulting projects throughout the United States. Her interest and participation in golf have led her to create unique and fun programs on The Seven Habits of Highly Effective Golfers and to provide instruction to the LPGA's teaching division. Kathy has successfully completed consulting and marketing projects for many major corporations, government and small businesses. Among the clients she has worked with over the years in this field are: 3Com /US Robotics, Wallace Computer Services, Metropolitan Chicago Healthcare Council, Northwestern Memorial Hospital, Weber - Stephen Products, Motorola, Illinois Tool Works, Dun & Bradstreet, Trans Union Corporation, Waste Management and McDonald's Corporation. She is experienced in hospital -based programs for addictions, and has also consulted with many organizations regarding the implementation and training requirements for Drug -Free Workplace and Employee Assistance Programs. Her company is WBE (Women Business Enterprise) certified by the Women's Business Development Council. Kathy has a Bachelors Degree from George Peabody College in Psychology and a Masters Degree in Industrial Psychology from Xavier University, and worked as a psychotherapist prior to her successful career in management and human resource development. She has hosted an Illinois radio program called Encounter, and appeared in the Emmy award - winning series on Women and Alcohol. Kathy's series of articles titled "Stress and Wellness for Women" has appeared in The Executive Letter. She is co- author of Strategies for Better Thinking, a publication released in 1999. In addition to being a member of the American Society of Training and Development, Kathy is a member of the Society for Healthcare Strategy and Market Development. She holds masters certification in The Attentional and Interpersonal Style Inventory (TAIS) and Attention Control Training, as well as Neuro- Linguistic Programming (NLP). In March 2003, Kathy and her strategic partners in the Fusion alliance, will receive the 2003 Entrepreurial Woman of the Year award, presented by the Women's Business Enterprises National Council in Washington, D.C. © 2002 Nielsen Associates, Inc. NO2 -028 10 W - Village of Buffalo Grove Proposal For Marketing and Training Services CONSULTANT CREDENTIALS TODD MILLINER No Foam Productions, Inc. President Todd is an organizational development consultant, trainer, and marketing communications professional with 12 years of experience in a variety of industries. Todd is responsible for all marketing and business development for No Foam while growing the brand from the ground up. He also has broad experience in internal and external communications from strategy to execution. Clients Todd has worked with include Skil -Bosch Power Tools, Caremark, Trans Union, Leo Burnett, and Draft Worldwide. Todd began his training career in the Financial Services industry and has spent time in Manufacturing and Telecommunications. In addition to directing the training and development function, he has managed internal and external communications for a Fortune 100 company. Todd has also managed a customer service group responsible for servicing a national customer base. As an accomplished public speaker, Todd prides himself on making each interaction with his customers valuable — with a high -level of participant involvement and a keen sense of humor guaranteed to keep interactions moving and maximize message retention. As an organizational development consultant, Todd has worked with executive teams on succession planning, executive development and mission /vision /guiding principles development Under Todd's guidance, the brand strategy at Ameritech /SBC Cable Television was implemented and led to the JD POWER Award for Customer Satisfaction. This was the first time a cable company won the award. Todd has also been involved in theatre and television for 15 years, performing on many stages across Chicago and most recently appearing on The Learning Channel as Thomas Dewey in "The Real Untouchables." Todd holds a Bachelor of Science degree from Illinois State University in Public Relations, Education, and International Marketing. Todd is also a member of the American Society of Training and Development and the Screen Actors Guild. © 2002 Nielsen Associates, Inc. NO2 -028 1 W •• - Village of Buffalo Grove Proposal For Marketing and Training Services CONSULTANT CREDENTIALS SCOTT RASCHE No Foam Productions, Co. Vice President Scott is a web developer, computer programmer and communication solutions provider with ten years experience providing clients with innovative solutions that deliver results and impact. During his extensive career as a technology professional, Scott has developed programs ranging from web design and development, database design and development and other multimedia projects. In 1999, Scott was awarded the New Media Award for Best Web Design for his innovative, animated web solution. Scott was also awarded the prestigious Bausch and Lomb award for Engineering Excellence. Scott is also an established filmmaker. He just finished the final edit of his 16mm short "Solitaire." Scott has performed as director, director of photography and editor. Scott holds a Bachelor of Science in Electrical Engineering and Filmmaking from Rochester University. Scott is also certified in JAVA, Final Cut Pro, Flash and Shockwave, to name a few. He is also proficient in Photoshop, Go Live, all Microsoft products and Filemaker Pro. © 2002 Nielsen Associates, Inc. NO2 -028 12 L eT �mlU Nielsen Q Associates INCORPORATED PROJECT APPROVAL Village of Buffalo Grove, Illinois PROPOSAL FOR MARKETING AND TRAINING SERVICES NO2 -028 The Village of Buffalo Grove, Illinois accepts this proposal dated December 16, 2002, and authorizes Nielsen Associates, Inc. and No Foam Productions Company to proceed with actions and deliverables described in the attached proposal. The total budget for the project's services will be determined and are to be paid as follows: • The first month's retainer payment will be due at the time approval is received to proceed with this project. • There after, monthly retainer fees will be paid in advance. For informational purposes, all monthly hours will be attached to retainer invoices, showing utilization of time and projects accomplished. • Individual project fees will be negotiated and paid on a 30- 30 -40% basis (30% upfront, 30% when initial drafts are completed, and 40% when final art is delivered). Not included in the proposal's total budget is printing and packaging of marketing materials that are developed by Nielsen and No Foam. Terms on all invoices are net 20 days from the date of the invoices. Cancellation of this agreement can be made by the Village of Buffalo Grove with a 30 -day written notification. Upon cancellation, the Village will pay any cost incurred to the cancellation date. This proposal, including budgets and completion schedules, will be in effect for 10 days from the date of this project approval. For: NIELSEN ASSOCIATES, INC. Kathy A. Nielsen Nam -0 Sign ture For: VILLAGE OF BUFFALO GROVE INtt IAMn - U Nt^r Name (Please Print) Title APPROVALS For: NO FOAM PRODUCTIONS COMPANY Todd Milliner Name Signature Signature -r 2 Date