Columbia Avenue BID Proposal August 9, 2011

Prepared by BluFish Consulting, LLC

106 E. Michigan Ave.Marshall, MI 49068

269.781.5849blufishconsulting.com

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BluFish Consulting, LLC

BluFish Consulting is pleased to present this proposal for promoting the Columbia Avenue Business Improvement District (BID). As you may be aware, we pride ourselves on thinking outside the bowl, no matter what the marketing challenge. Over the past decade, we have completed a wide-range of projects and have overcome countless brand challenges.

In fact, we have worked on various tourism projects within Calhoun County, including: Marshall Chamber of Commerce, Marshall Downtown Development Authority, Marshall Historical Society, Marshall District Library, Marshall Economic Development, Calhoun County Fair, Na-tional Historic Landmark District, and Calhoun County Visitors Bureau. Although each marketing project presented its own unique challenge, each were successfully completed using the same disciplined marketing approach.

We are very confident in our ability to assist the Columbia Avenue BID in building awareness and cohesiveness with store owners as well as en-couraging the general public to shop/dine/enjoy everything that Colum-bia Avenue has to offer. We believe we are equipped to reach and exceed the outlined goals of the project.

Creatively yours,

BluFish

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What Services Do We Provide?

StrategyStrategy is the most important aspect that directs all other marketing activities. Many clients begin with our strategic marketing plan that is based on extensive external and internal research. Since you are not ask-ing for a complete strategic marketing plan, a scaled down approach to audience and competitive research will suit.

CreativeBetter ads work better. Everybody wants more impact for their money, and that’s exactly the mission of our creative product. For each new concept our creative team puts together, we provide three viable options for our clients to review. Your BluFish team will always make a recom-mendation based on research, experience, your competition, and what we believe will make the biggest impact.

Advertising Planning and ResearchBluFish adheres to a disciplined planning process, which involves your input up front and throughout. The result is advertising that demands attention, increases audience involvement and, most importantly, ef-fectively sells the client’s company and its product. This process is critical and BluFish will be sure it’s done efficiently because no client has budget to burn.

Media Planning and BuyingOur seasoned media specialist is responsible for strategy development, planning, media research, negotiating, buying and placement of all advertising. Media Post-Analysis and AuditingThe critical elements of monitoring and analyzing audience delivery, ad positioning and rotation, reproduction quality and reader inquiries are provided for every media plan (if appropriate). Cost depends on extent of measurments client desires.

Public RelationsOur Public Relations specialists are well-versed in crafting and imple-menting a wide range of tactics that serve as an integral ingredient in any marketing mix. We draw on expertise in media relations, internal marketing activities, internal or external newsletters that relay corporate news, and communications audits that help define public relations chal-lenges, goals and objectives.

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Your BluFish Team

You will primarily work and communicate with Ryan Traver of the BluFish team. He will be your main point of contact throughout the working relationship and will be available on a daily basis to answer questions, communicate progress of the campaign and meet for presen-tations as needed. Others listed will serve as support and will also be available as needed.

Ryan Traver, Brand Manager/Partner, has been with BluFish since January of 2003. Ryan is a graduate of Western Michigan University with degrees in Marketing, General Business, and Textile/Apparel Studies.His experience includes working with such companies as CequentPerformance Products, BDS Suspensions, Gerstacker Instituteof Albion College, Starr Commonwealth, Arundale, MarshallEconomic Development, The Medalist Golf Club, Eastman Outdoors,University of Michigan Gymnastics, Michigan Kitchen Distributors,Diekema l Hamann Architecture + Engineering, Arts & Industry Council of Calhoun County, The Mike Furrey Foundation, Muhammad Ali Enter-prises, and Kellogg’s.

John Thompson, Principle Associate, is currently in his sixth year with BluFish. John is a graduate of Michigan State University with a bach-elor’s degree in advertising. Before starting with BluFish, John worked in Scottsdale, Arizona, where he was an account representative for a national health care organization. His experience includes working with Osprey Recreational, Marshall Chamber of Commerce, Calhoun County Visitors Bureau, Marshall Community Credit Union, Calhoun County Fair, Oaklawn Hospital, Monarch Community Bank, Kellogg’s, Century Bank & Trust, and others.

Bill Traver, Founder and President of BluFish. This marks his41st year in the advertising business. Bill’s background includeshands-on experience in every aspect of the business. After foundingTraver and Associates, Inc. in 1980 and building financial equity,a loyal client base and a reputation for fair and responsible businesspractices, he purchased the Kalamazoo office of Earle Palmer Brown,and formed TraverRohrback in 1993. His agency achieved capitalized billings of $26 million. In November 2000, Bill Traver sold majority interest in Traver-Rohrback, retired as CEO Emeritus, and has since formed BluFish Consulting, LLC.

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Brenden Jones, Web Developer, works with clients to create persua-sive and original solutions that help businesses stand out within their marketplace. He designs and provides creative direction for compelling print & web solutions. Brenden is a graduate of Judson University with a degree in Visual Communication. His experience includes working with such companies as Motorola, Osprey Recreational Properties, Crossway Publishing and Judson University.

Karl Bastian, Co-Director, Creative Services, Runner, Writer, Thinker.When he’s not running, Karl is writing. Or thinking about writing. Or thinking about running. In any case, Karl is responsible for much of the creative product. Karl has been in the advertising business for over 20 years and has gained a wide range of consumer and business-to-busi-ness experience. He has produced everything from award-winning print and broadcast work to marketing support and interactive materials. Karl started his career in Detroit at Campbell-Mithun-Esty as a copy-writer on the Chrysler Jeep Eagle account. Since then, he has worked at agencies in the Midwest and Texas and has developed a portfolio of strong creative work. And while he’s proud of the award-winning work he’s produced, Karl is most proud of founding the annual Run For Shelter a 5K Run/Walk that benefits the Goodwill Inn.

Whitney Thompson, Brand Manager, has over 8 years in the industry. Whitney is a graduate of Michigan State University with a bachelor’s degree in Advertising. Her experience includes working with companies including Star Commonwealth, Oaklawn Hospital, Osprey Recreational Properties, Johnson System, NeoMatrix, PacfiCare Health Insurance, Greater Baltimore Medical Center, Clarian Health Partners, Community Cancer Care of Indiana, Haworth and others.

Your BluFish Support Team As needed, we will bring in additional support to make sure we are tap-ping into all of our resources when it comes to your marketing strategy, creative, photography and more.

BluFish FeesBluFish Consulting agrees to work within the defined budget param-eters set forth in the strategy document. Additional requests above and beyond will be billed at the rate of $100 per hour.

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Situation AnalysisThe Columbia Avenue BID board has asked BluFish for help. They are at a crossroads with promoting Columbia Avenue and are seeking help with creating ideas to really help give them more value internally with members and externally with the public. Many property owners are on the fence about the BID or even against it and remain uninvolved. We have been asked to brainstorm new ways to involve all of the businesses and create a positive buzz about the BID around Battle Creek. The following items are a list of possible recommendations for the BID to consider:

Marketing Plan N/C If selected, the first step will be to develop a 2-year Marketing Plan for the BID. This plan would dig deep into the BID with a SWOT analysis and a list of tactics to be carried out over 2 years to meet the pre-determined goals set forth in this marketing plan. This plan will be the road map to guide the board and give direction and something to follow so everyone is on the same page. This cost is included in the umbrella contract if BluFish is awarded the entire project.

Below are possible tactics. Please keep in mind, however, that once a Marketing Plan is created, different tactics/directions may be recommended based on research, etc.

Extreme Business Makeover - Curb Appeal Edition $10,000/yrHold a contest for all of the business owners located in the district. Details of the contest TBD. Example contest could be “submit your story” about why your business should be awarded the Curb Appeal Makeover. Winner would receive an external makeover which would also benefit Columbia Avenue as a whole. This could include painting, signage, landscaping, paving, etc, all at the discretion of the board. If a business in a strip mall wins, the project would benefit the entire strip mall, and not one store. The transformation should encourage other businesses to get involved and make improvements to their locations as well. One Makeover awarded per year. Open House held at completion to encourage patronage. Whenever possible, labor and materials will be purchased through businesses in the BID district. Cost includes all improvements and labor. Press release about the contest and another recognizing the winner will be submitted to the press. Local news stations will be encouraged to do feature stories as well.

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Promoting the Extreme Business Makeover $4,000/yr Details will be flushed out in the Marketing Plan. Costs could include direct mail, e-blasts and guerilla tactics to encourage businesses to apply for a chance to win. Updates and marketing efforts would also be showcased on the BID facebook page.

BID Coupon/Ad Book Year 1 design $7,000 Year 2 design $2,500 A small coupon/ad book, roughly 100-pages in total, 5.5”x8.5” when folded. Each page would be dedicated to 1 business (front & back because of coupons). A template will be created for each business to have up to 4 coupons. If the business chooses not to have any coupons then the entire page would be an ad for their service/business. Businesses that do not respond to the BID with their preference will be given a generic ad with their general contact information. The book will be divided up into colored categories (such as restaurants, clothing stores, financial institutions, etc.) to simplify the search process. A full map of Columbia Avenue will also be included. The books will be distributed amongst businesses in the BID as well as other targeted locations nearby such as Meijer. The price of development for year 2 is much less as most of the time/cost was done in year 1. Only updates to coupons, expiration dates and additon of new businesses, etc will be created in Year 2. Printing of 5,000/yr $6,050/yr

Media Campaign $4,000/yrCampaign to public encouraging them to consider Columbia Avenue for their everyday needs. This would include creating a campaign look and running occasional ads to promote the BID.

Social Media Campaign $1,200/yrFacebook - Keep people aprised of the Extreme Business Makeover promotion, winners, and progress of the work being done with before and after photos, etc. Businesses that are friends with the BID page could post their current sales/promos on the BID page for other people to see. Info can be directed at BluFish to handle updates and page maintenance.

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Please feel free to contact the references below who can comment on our relevant work and answer any questions.

Professional References: Heather LucianiChief Executing OfficerMarshall Community Credit Union269.781.9885www.marshallcommunitycu.com

Keith CrowellDirector of DevelopmentOaklawn Hospital269.789.3942www.oaklawnhospital.org

Marty MitchellCEO/President Starr Commonwealth 800.837.5591www.starr.org

Bill Biebuyck Vice President for Institutional AdvancementClarke University888.825.2753 ext. 8147

Monica AndersonPresident/CEOMarshall Chamber of Commerce269.781.5163

Mike HindenachManagerMarshall Economic Development269.781.3835

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Cost of all services offered in this estimate

Marketing Plan N/C

Extreme Business Makeover - Curb Appeal Edition $10,000/yr

Promoting the Extreme Business Makeover $4,000/yr

BID Coupon/Ad Book Year 1 $7,000 Year 2 $2,500 Printing of 5,000 $6,050/yr

Media Campaign $4,000/yr Social Media Campaign $1,200/yr

Total Cost for Year 1: $32,250. Total Cost for Year 2: $27,750.

Overall Total: $60,000.