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e s s e r d e s i g n . c o m m a k e y o u r m a r k

Request for Proposal Maricopa County Community College District Web Design and Development RFP No. #3029-10

submitted by: Esser Design December 16, 2010

esser design


December 16, 2010 Mr. Keith Killourie, Buyer III Maricopa County Community College District 2411 West 14th Street Tempe, AZ 85281 Dear Mr. Killourie,

Thank you for the opportunity to present our proposal for web design and development services for the Maricopa County Community College District. Following, please find our proposal for the scope of work provided in your Request for Proposal No. 3029-10.

Esser Design has been providing award-winning strategic planning and creative services for more than 25 years and brings a high level of expertise to every assignment. We will draw upon a proven strategic and creative process to provide unique and appropriate creative design and development services, all within an agreed upon schedule, for MCCCD. We have completed many successful web design and development projects with various educational institutions over the years.

Esser Design is extremely proud of its experience and longstanding partnerships with other universities and colleges on both print and interactive creative design and development projects. We’ve gained a deep understanding of the District’s communications initiatives with the successful completion of the dynamic donor wall installation for the Maricopa Community Colleges’ Foundation. We feel this knowledge is greatly beneficial and we are certain our qualifications make us an excellent fit to help MCCCD with its web design and development services needs.

Our team would be delighted to meet with the review committee to answer any questions and to discuss our submission in more detail.

We look forward to the opportunity to help you make your mark.

Best regards,

Stephen Esser, President/Creative Director Esser Design 2235 East Camelback Road, Suite 200 Phoenix, Arizona 85016 602.257.9790

esser design


TAB LE OF CONTE NTS

4 . PRO POSAL R EQU I R E M E NTS

4.1 Minimum Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

4.2 Specific Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

5. SCO PE O F WO R K

5.1 Scope of Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

5.2 Web Development and Design Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

7. R E SPO N D E NT QU E STI O N NAI R E

7.1 General Description of Esser Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Resumés of Key Developers and Designers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

7.2 In-House Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Outsourced Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

7.3 Portfolio of Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

7.4 Current and/or Past Clients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

7.5 Successful Client Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

8 . PR I CI N G SCH E DU LE

8.1 Services as Requested in this RFP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

8.2 Prompt Payment Discount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

FO R MS

Signature Page

Attachment B

Attachment C

Addendum

e s s e r d e s i g n . c o m m a k e y o u r m a r k 1

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4 . PROPOSAL R EQU I R E M E NTS

4 .1 M I N I M U M R E Q U I R E M E N T S

4.1.1 Must be licensed by the State the business is in, if services requested require such licensure.

Esser Design meets this requirement.

4.1.2 Must provide a completed pricing schedule (Section 8) signed by an authorized company signatory.

Esser Design has provided and signed a completed pricing schedule in Section 8.

4.1.3 Must have carefully read and understand all parts of the RFP and certify that the Proposal is made in accordance therewith.

Esser Design has carefully read and understands the RFP provided and certifies that our proposal is made in accordance therewith.

4.1.4 Must submit written answers to the respondent questionnaire (Section 7). All answers must be in the order in which the questions were asked.

Esser Design has submitted written answers to the respondent questionnaire in Section 7 in the correct order.

4 . 2 S P E C I F I C I N S T R U C T I O N S

4.2.1 Must be able to provide the following services at the very minimum:

4.2.1.1 Web Design

4.2.1.2 Web Development

4.2.1.3 Search Engine Optimization

4.2.1.4 Usability Analysis

4.2.1.5 Dynamic Database Applications

4.2.1.6 Website Optimized Graphics and Photos

4.2.1.7 E-commerce Solutions

4.2.1.8 SSL Integration & Authentication

4.2.1.9 Dashboards


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4 . PROPOSAL R EQU I R E M E NTS CONTI N U E D

4 . 2 S P E C I F I C I N S T R U C T I O N S C O N T I N U E D

4.2.1.10 Content Management Systems

4.2.1.11 Copy Writing

We currently do not have copy writing capabilities in-house. If copy writing services are needed, Esser Design will partner with a highly reputable subcontractor/vendor to meet this need. We will be the single point of contact and will manage any subcontractor/vendor and ensure that all aspects of the project schedule and budget are clear and proactive. Esser Design frequently works with subcontractors/vendors and incorporates the management of our subcontractors/vendors into our overall project approach/process. We have current relationships that can provide copy writing services as needed.

4.2.1.12 System Training and Support

4.2.1.13 Intranet

4.2.1.14 Social and Multimedia Integration

4.2.1.15 Drupal

4.2.1.16 PHP and MySQL or SharePoint applications (including web parts and services) using C#, VB, ASP. NET, SharePoint Designer and Visual Studio .NET languages and tools

We currently do not have SharePoint capabilities in-house or through our proposed website development sub-contractor (Myriad Interactive). If these services are needed, Esser Design will partner with another highly reputable subcontractor/vendor to meet this need. We will be the single point of contact and will manage any subcontractor/vendor and ensure that all aspects of the project schedule and budget are clear and proactive. Esser Design frequently works with subcontractors/vendors and incorporates the management of our subcontractors/vendors into our overall project approach/process. We have current relationships that can provide SharePoint services as needed.

Esser Design is able to comply with the web development requests set forth in this request for proposal, unless otherwise noted. Esser Design has experience designing and developing for the requests outlined in Section 4.2.

4.2.2 Must provide the professional and technical experience of the firm and the personnel to be assigned to MCCCD projects.

Please refer to Section 7.1 for Esser Design’s professional and technical experience, as well as the biographies of personnel assigned to MCCCD projects.


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5. SCOPE OF WOR K

5 .1 S C O P E O F W O R K

The Maricopa Community College District and Colleges require web design and development services to support objectives which may include, but are not limited to: 1) Increasing the conversion rate of prospective students, 2) Encouraging retention of current students, and 3) Informing the general public and/or specialized groups or markets of campaigns, products, events and services.

The type and amount of services required by the District vary depending upon their budgets and in-house expertise as well as the size and nature of all the projects. Many different disciplines will be required to fulfill the needs of the District. Any contract resulting from this solicitation shall be for the use of all. Projects and assignments will be determined by the District under the direction of a designated project manager. The projects may range from a few hours to several months and will be driven by program need and financial availability. The District shall have complete authority over the plan developed under this contract and shall have the express rights to modify and/or delete all or any part of the plan.

Esser Design agrees to the above scope of work description and is presenting our proposal for web design and development services.

5 . 2 W E B D E V E L O P M E N T A N D D E S I G N P R O J E C T S

Esser Design is capable of providing the services listed in Section 5.2 Web Development and Design projects. A sample method of approach is outlined below.

Research and Planning

This phase begins with a meeting of the teams to kick-off the assignment. We gather a project history, which includes an internal brand audit. If additional research is required, we coordinate and conduct activities to gain a better understanding of the market. A competitive audit and review, as appropriate, are also undertaken at this time. We then gather strategic input (goals, key audiences, relevant messages), and compile this data into a creative brief. The creative brief is shared with the client team for input and approval. The project scope and timeline are then confirmed. A technical requirements document is developed and reviewed with the client. This document outlines the proposed development process and platform, content management system, database development, functionality and additional technologies (such as social media, Flash development or other multimedia applica-tions) that will be utilized in the implementation phase. We then develop an information architecture for the client’s review and approval. Once the information architecture is approved, and prior to the creative development of a website design project, Esser Design develops page wireframes to inform us in the creative development process.


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5. SCOPE OF WOR K CONTI N U E D

5 . 2 W E B D E V E L O P M E N T A N D D E S I G N P R O J E C T S C O N T I N U E D

Creative Development

We begin the creative development process with input and goals clearly defined. We explore multiple concepts, with each addressing the brand, messaging, format, graphical elements [photography, video, illustration], color palette, typography, website structure, content and functionality. With multiple elements to design, all are presented together to ensure that communication and functional goals are met and a consistent brand image is achieved. A creative direction is chosen and all feedback is gathered. Refinements are made for a second creative presentation and the creative direction is approved,

Our senior creative and production teams work closely with our clients. We consider this integrated approach to be an advantage in leveraging a brand over multiple media to create true synergy and consistency. It also provides other key benefits, including quality control, as well as cost and time savings on all projects.

Implementation

The implementation phase includes execution of the approved concept. This can include copywriting, photo graphy, video and/or illustration research, and art direction. We incorporate existing content and metadata or enter new content and metadata as part of the website migration process. The developed site is housed on a staging server for client review and approval. Once these elements are complete, proofing, testing and refinements are made, ensuring consistency and accuracy are achieved. Final revisions, programming and testing of the site take place.

Esser Design employs several standards to ensure a flexible website framework and completed site. All client and server code will be written using a simple text editor ensuring that code is clean, well-commented and cross-browser compatible. Code will be validated for XHTML 1.0 Transitional and CSS2.0 compliance. Every site we produce is optimized so that search engines can not only find content, but extract the meaning of your content based on the (X) HTML structure. Our approach will ultimately create a higher quality site that will not only yield traffic from the search engines, but will optimize your site for years to come, regardless of how search engine algorithms change. We do this by:

Writing semantic, standards-compliant (X)HTML code Using CSS for formatting and layout Ensuring that every page can be easily found through HTML links Including meaningful titles <title> for each page Including meaningful headings <h1>, <h2>, <h3> for each page Including meaningful alt tags for images


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5. SCOPE OF WOR K CONTI N U E D

5 . 2 W E B D E V E L O P M E N T A N D D E S I G N P R O J E C T S C O N T I N U E D

Quality Control and Final Delivery

Reviewing staging links and usability testing are all part of our quality control processes. The implemented site is compared to the graphic style guide and approved concept to ensure that the creative concept is properly executed. All completed projects are reviewed carefully and tested in great detail prior to going live.

Google Analytics is incorporated into every site we complete to monitor site statistics and user trends going forward.

Training and Maintenance

Esser Design also conducts a content management system training session with key stakeholders of its completed web projects. Written reference documentation is provided. Esser Design also provides site support and maintenance contracts. These contracts are customized based on the needs of the client.


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7. R ESPON DE NT QU ESTION NAI R E

7.1 G E N E R A L D E S C R I P T I O N O F E S S E R D E S I G N

For more than 25 years, Esser Design has been consistently awarded locally, regionally, nationally and internationally for creativity and design excellence. Founded in 1982, Esser Design has grown to be recognized for its creative and technical excellence and respected for its level of professionalism in the business community.

Esser Design is known for its integrated branding, graphic design and marketing services, along with interactive design and development for clients in a variety of industries. These include: municipalities, education, healthcare, travel and hospitality, arts and entertainment, professional services, high-tech, real estate development, construction services, industrial manufacturing and finance. The firm currently serves clientele throughout the West and Midwest.

Esser Design employs 11 full-time staff members and has consistently appeared in the Phoenix Business Journal’s Book of Lists top ten graphic design firms. In 2000, 2006 and in 2007, Ranking Arizona magazine named Esser Design the number one design firm in Arizona.

We have successfully implemented many similar projects with both public and private universities and colleges, such as Arizona State University, University of Arizona Libraries, Thunderbird School of Global Management, and several area Maricopa County Community Colleges, as well as many corporate clients such as Snell & Wilmer and Kitchell Corporation. This provides our firm with a headstart on understanding your goals and requirements – and then translating this input into a successful outcome.

In order to provide the Maricopa County Community College District with the superior creative and development services that meet your goals, Esser Design offers the following:

Experience

– We have used our organization’s combined energy and talent to provide our clients with exceptional deliverables from research, planning and strategic development to the design and final implementation of branding and web design and development initiatives.

– Esser Design has extensive experience working with higher education and high-level corporate clients. We continue to work with colleges and universities, both private and public, with great success. Our successful collaboration and exceptional product delivery have helped us continue strong relationships with our clients.

– Esser Design employs 11 full-time staff members who bring their expertise from the non-profit, higher education, healthcare and governmental sectors to work on complex initiatives such as branding, print design and multimedia design.


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7. R ESPON DE NT QU ESTION NAI R E CONTI N U E D

7.1 G E N E R A L D E S C R I P T I O N O F E S S E R D E S I G N C O N T I N U E D

Industry Knowledge

– Our expertise is in integrating web and interactive media effectively within a communications plan to leverage branding opportunities and meet the client’s organizational, functional and technical goals.

– Along with our expertise in identity and logo development, and branding and design, we have extensive experience designing and implementing websites for several education clients, like ASU Gammage, ASU Mary Lou Fulton College of Education, University of Arizona Libraries, University of Arizona Phoenix Mars Mission and the ASU Office of the Vice President for Global Engagement. We also have successful partnerships with Master of Engineering Partnership, Carrington College, Paradise Valley Community College, Glendale Community College and Maricopa Community Colleges Foundation.

– Esser Design has a successful relationship working with several education institutions and their web requirements for past and ongoing projects. We understand the technical requirements of the MCCCD, as well as how to implement web development projects to deliver the most optimal results for the District and its associated colleges and centers. For the sites that we implement, we include training for our clients as a means to efficiently and successfully provide them with the tools they need to manage their content.

Financial Stability

Esser Design has been in business for over 25 years. Our total billings for the past three years have averaged between $2.5-$3.0 million. We have a current DUNS rating of 1R2.


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7.1 G E N E R A L D E S C R I P T I O N O F E S S E R D E S I G N C O N T I N U E D

Company Structure

ESSER DESIGN ACCOUNT MANAGEMENT

CREATIVE/PRODUCTION

MYRIAD INTERACTIVE DEVELOPERS

PAMELA ESSERVice President

JULIE STARKEYAccount Manager

GAIL HEDENDirector of Operations

DANIELA AJAMIEAccount Manager

PETER SCHULTHEISSPrincipal/Developer

AARON GANSCHOWWeb Applications Developer

STEPHEN ESSERCreative Director

DAN NEUMANNSenior Designer

HUGH MULLIGANSenior Designer

TIM BREWERSenior Designer

KEVIN SIROISDesign Director


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7.1 R E S U M É S O F K E Y D E V E L O P E R S A N D D E S I G N E R S

Representatives

We are presenting bios for members of the Esser Design team who are and will be involved in projects for the MCCCD. The design, development and management team members consist of seasoned veterans with extensive backgrounds in strategic planning, creative design, art direction, production, project management, and programming.

S T E P H E N E S S E R President/Creative Director

Steve founded Esser Design in 1982 after pursuing a degree in Graphic Design from Arizona State University. He has since built Esser Design into a company with a reputation for conceptual thinking, high-quality creative work and measurable results for Esser Design’s clients. The firm has received numerous creative awards – local, regional, national and international – and continues to be recognized as a leader in the creative field.

Steve oversees the creative staff and ensures the firm’s high standards of creativity and quality are maintained. Steve has served as creative director on projects for clients such as Arizona State University, PING Golf, Mesa Arts Center, City of Phoenix Aviation Department, Desert Botanical Garden, and City of Peoria.

PA M E L A E S S E RVice President/Marketing Director

Pam received her Bachelor of Fine Arts in Graphic Design from ASU. She joined Esser Design in 1989, and is responsible for business development, strategic planning and overall management of the firm. Pam started her career in advertising, working as an executive art director on broadcast and print assignments for regional clients such as BlueCross BlueShield, Shea Homes, United Bank and the Phoenix Suns.

Pam oversees the development of print, web and interactive projects, serving as a liaison between clients and creative staff. Esser Design has become known as an integrated resource for depth and strength in branding and for developing interactive solutions that help clients make their mark. Her unique ability to work closely with larger client groups to build consensus and lead initiatives is a particular strength.


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7.1 R E S U M É S O F K E Y D E V E L O P E R S A N D D E S I G N E R S , C O N T I N U E D

DA N I E L A A J A M I EAccount Manager

Daniela received her Bachelor of Science from Arizona State University with the emphasis in Marketing. Daniela brings a broad range of strategic marketing and brand consulting experience to the account services team. She has over 10 years of marketing and communication experience and has worked with a variety of clients branding luxury real estate developments on a national level as well as developing marketing strategies for various local not-for-profit organizations. As an account manager with Esser Design, she manages all aspects of a client’s project, including branding, print, multimedia and web, and facilitates communication between the client and the creative team. Her client experience includes Arizona State University, Mercy Foundation Sacramento, and Phoenix Children’s Hospital.

J U L I E S TA R K E YAccount Manager

Julie received her Bachelor of Science from Central Michigan University, which included a major in marketing and minors in advertising and journalism. As an account manager, Julie works closely with clients on a daily basis to manage project budgets and schedules, and is involved in all aspects of a project from start to finish. She effectively handles multiple tasks while interacting with clients and internal staff to make sure a client’s objectives and deadlines are being met. Julie manages multiple branding, print, multimedia, and web assignments for a wide variety of clients and industries, including Arizona State University, Maricopa Community Colleges Foundation, the Goldwater Institute, Peoria Unified School District, Snell & Wilmer, Kitchell Corporation, Carrington College and City of Phoenix Aviation.

G A I L H E D E N Director of Operations

Gail received her Bachelor of Arts in English from Lewis University, located just outside of Chicago. As Esser Design’s Director of Operations, Gail is responsible for the day-to-day operations and financial management of the firm. Gail is Esser Design’s media manager, handling market research, planning and buying on local and national levels. She is responsible for working with Esser Design’s Information Technology team to implement updates/revisions and additions to our proprietary database. Gail has over 17 years of experience in the design and advertising industries.


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K E V I N S I R O I S Design Director

Kevin received his Bachelor of Fine Arts in Visual Communication from Northern Arizona University. Kevin brings a strong background in brand development and design to our clients. Not only is he responsible for managing and providing art direction to his teams, he also works with a variety of accounts spanning multiple industries. Kevin has been the design lead on assignments for Arizona State University, PING Golf, City of Phoenix Aviation Department, Maricopa Community Colleges Foundation, St. Joseph’s Hospital Foundation, Mercy Gilbert Medical Center, St. Rose Dominican Health Foundation, Carrington College, and Phoenix Children’s Hospital.

T I M B R E W E RSenior Designer

Tim earned his Bachelor of Fine Arts in Graphic Design from Arizona State University. As Senior Designer and the newest member of the team, Tim brings over 14 years of creative experience and leadership to all of his assignments. His projects include everything from large-scale branding programs, annual reports and corporate brochures to advertising, web and direct mail design. Tim’s award-winning design skills have been put to use for a variety of clients including Arizona State University, the State of Arizona, Sun Health and Esperanca.

H U G H M U L L I G A N Senior Designer

Hugh received his Bachelor of Fine Arts degree in Visual Communications with an emphasis on Graphic Design from the University of Arizona. During his college career, Hugh provided logo development and design services to a variety of University of Arizona programs and events. At Esser Design, Hugh’s contributions include photography and develop ment of digital presentations, as well as continued work on a variety of projects that include branding, identity development and web design for clients such as Arizona State University, Paradise Valley Community College, Peoria Unified School District, The City of Peoria, American Fire Protection Group and the State of Arizona.

DA N N E U M A N N Senior Designer

Dan studied graphic design and illustration at the School of Visual Arts in Manhattan, New York. In addition to serving as a designer for corporate identities and various print collateral and web projects, Dan is Esser Design’s digital imaging specialist. He performs color correction, photo manipulation, and image retouching for a wide variety of complex print and web projects. Dan is also proficient in Flash and After Effects and works with a variety of multi-media applications. At Esser Design, Dan is an integral part of projects for clients including Arizona State University, Southwest College of Naturopathic Medicine, Torrent Resources, Pine Canyon, Mesa Arts Center, PING Golf, the Flinn Foundation, the Goldwater Institute and City of Phoenix Aviation Department.


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Esser Design Partnership with Myriad Interactive

Esser Design is pleased to partner with Myriad Interactive to provide the technical solution and technology integration for our work with MCCCD. The combined expertise of Esser Design and Myriad Interactive will ensure a successful outcome for MCCCD’s technical engagements. Esser Design will manage the design and communication process of the project and provide one point of contact for MCCCD.

Over the past three years, Esser Design has built a partnership with Myriad Interactive that has yielded successful results for our education and institutional clients. We have chosen to partner with Myriad Interactive because they have the ability to expertly combine integration technology with highly efficient, standards-compliant code. They develop solutions for clients by using the latest tools and technologies to help deliver dynamic content and rich media. Myriad Interactive has strong experience with proven, open-source content management solutions, such as Drupal, and has tailored many custom solutions to clients’ individual needs.

Myriad’s current experience with Drupal 6.x includes the installation, configuration and customization of Drupal modules along with the ability to create custom modules, if required. Myriad builds custom Drupal themes using compliant XHTML/CSS2 and they are comfortable with Drupal’s content creation kit (CCK) and views for dynamic content types.

Esser Design partnered with Myriad Interactive on the redesign of the ASU Gammage website, developed using Drupal. Gammage is known for bringing the finest in Broadway performances to the Phoenix area. The Broadway series, in partnership with Broadway Across America, brings more than $41 million in direct and ancillary spending to the Valley annually.

Esser Design also partnered with Myriad Interactive on the Snell & Wilmer website. The website was developed using Myriad’s custom content management solution and database. The administrative user interface is clean and easy to navigate and the redesign of the site is sophisticated and classic.

Esser Design and Myriad Interactive have experience working with various education and institutional clients on web requirements for a number of past and ongoing projects. We understand the technical requirements of a university structure, and the ins-and-outs of designing and developing websites using a variety of platforms. We are well-versed in following brand and web standards and we include web style guidelines for all our web-based projects. Our expertise in developing content management systems enables us to easily train the client’s dedicated site administrators allowing them to efficiently and effectively make content updates.


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Myriad Interactive Representatives

P E T E R S C H U LT H E I S SPrincipal / Web Applications Developer

Peter Schultheiss offers our clients an uncommon combination of technological expertise, creativity and strategic vision. Well versed in a variety of programming languages, Peter specializes in developing highly customized internet applications and interactive marketing solutions. Peter oversees the firm’s development staff and promotes the use of standards-compliant code and best practices across the industry. Peter is well-versed in overseeing his team’s Drupal installation, configuration and customization of Drupal modules, along with his ability to recommend and implement custom modules based on a client’s needs.

Always at the forefront of new media, Peter helps identify and implement emerging technologies to give our clients a competitive edge in the marketplace. His expertise has contributed to successful marketing programs for local businesses, large universities and national brands including Hewlett Packard, Johns Manville, Kaiser Permanente, Nokia, Paulaner and Sun Microsystems. Peter graduated from Colgate University with a Bachelor of Arts degree in Mathematical Economics.

A A R O N G A N S C H O WWeb Applications Developer

Aaron has been developing websites and internet-based applications for over 10 years. He is an accomplished programmer and has extensive knowledge of object-oriented programming methodologies, database design and flash development. As Myriad’s senior developer, Aaron has had experience working with a variety of development platforms including custom development solutions and Drupal . Before joining Myriad Interactive, Aaron worked in New York as an Internet Applications Developer for Isocurve, Inc. and a Data Services Programmer for Bear Stearns & Co. Aaron received his Bachelor of Arts degree in English from Northern Arizona University.


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7. R ESPON DE NT QU ESTION NAI R E

7. 2 I N - H O U S E C A PA B I L I T I E S

Brand Strategy and Positioning

We offer an integrated approach to brand development, working with both sides of our brain. Good work requires good research and planning. Therefore we offer primary and secondary research, marketing planning, brand strategy and positioning.

Naming

Esser Design created a methodology for the development of complex naming systems. Our approach can be applied to naming organizations, services and consumer products.

Branding Programs

Whether building branding programs from the ground up, or managing and leveraging existing brands, our goal is to build a memorable program that encompasses all communications, along with a strategic plan to guide the implementation process.

Marketing Communications

We are results oriented when developing print and electronic marketing communications for our clients. Our compre-hensive experience includes development of integrated marketing and sales materials, direct mail, invitations, catalogs and publications, flyer shells, postcards, annual reports, CDs and DVDs and special event and trade show materials.

Web/Interactive/New Media

Our expertise is in strategizing, designing, and integrating interactive media effectively within a communications plan to leverage branding opportunities and meet the client’s organizational, functional and technical goals. Our in-house capabilities include: email blasts, programming, After Effects and Flash presentation development, and integrated video presentations.

Design Consulting and Staff Training

We are very experienced at training and supporting client staff with the development of style guides and templates. Our goal is to ensure that marketing programs, including websites, are extended effectively and consistently, whether we are playing a lead or consulting role.

Standards Guidelines and Implementation

Whether working in print or interactive media, brand, and graphic usage guidelines are imperative to ensuring a brand is consistently implemented within larger, distributed design and development environments. Once a project has been completed, we develop specific applicable guidelines for clients to use as a reference to ensure consistent application of design and content.


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7. 2 O U T S O U R C E D S E R V I C E S

When necessary, Esser Design partners with a variety of highly reputable subcontractors/vendors to ensure a high level of skills is appropriately integrated into our client projects.

Esser Design will manage the oversight of any subcontractors/vendors that may be used on client projects. We will be the single point of contact for MCCCD. Esser Design will manage all aspects of the project schedule and budget to ensure that all communication is clear and proactive. Esser Design has many established subcontractors/vendors. We incorporate the management of our subcontractors/vendors into our overall project approach/process.

Below are some of the services we may outsource:

Copywriting

Frequently, projects require the talent of copywriters. From printed materials to video scripts to marketing themes, we have a variety of reliable and uniquely talented writers that we select based upon the project requirements.

Photography/Videography

From video production to studio and location photography, our partnerships enhance the projects that we under-take on behalf of our clients. Esser Design offers extensive Art Direction experience in this area and negotiates usage rights as appropriate for the project.

Media Research/Planning

For large-scale advertising programs, Esser Design will collaborate with specialized media research and planning firms to provide the maximum exposure and results for our clients.

Printing/Production

Esser Design works with proven and reputable printers and production companies throughout the Valley and beyond. Our longstanding relationships with our vendors help us to produce high-quality projects to meet our client’s needs.

Technology Integration/Development

We have established relationships with several firms who assist us in providing technology integration for our interactive projects. Whether providing an e-commerce solution, content management tool or database integration, our partners cover a range of programming platforms from open source to .net solutions.

Internet Marketing

Internet marketing is a constantly expanding and evolving field, and we partner with specialists who are knowl-edgeable in all areas of interactive marketing and search engine optimization techniques.


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7. 3 P O R T F O L I O O F P R O J E C T S

Following, you will find specific examples of successful website design and development projects completed by Esser Design. All projects followed a similar method of approach (as outlined in Section 5.2) with customized timing and phasing, as needed.

E X A M P L E 1

ASU Gammage Website | www.asugammage.com

Esser Design worked with ASU Gammage, one of the largest university-based presenters of performing arts in the world and a leader in the theater industry, to refresh its brand and redesign its existing website. The new site launched in March 2009, and was developed on the Drupal framework, in order to support the client’s needs to add new pages and expand the site further in the future. The purpose of the ASU Gammage project was to refresh the ASU Gammage brand and develop a new creative look for the website. Increased traffic and functionality and greater usability by target audiences were additional goals.

Esser Design, in collaboration with Myriad Interactive, incorporated functionality such as: a photo gallery; a dynamic calendar; mailing list sign up; a search feature; blogs and forums; a VIP (donations) element; and a password- protected press area, all with a design that reflects Gammage’s energy and elevates its brand. A “Gammage Goer” review section was an enhancement made to the site in September 2009. This area contains user-contributed video and reviews of Broadway performances held at Gammage. A formal content management training session with reference materials was held with the key members of the client team and the Gammage web master.

Esser Design provided several creative deliverables throughout the process and content management system training and documentation at the completion of the project. We continue to assist the ASU Gammage webmaster with Flash development and functionality updates, as requested.

Results of this successfully completed project include the following:

• From a one-year time span from old site to new site design implementation, site visits increased by 41%; page views increased by 58%; and unique views increased by 55%

• Increased functionality and interactivity with target audiences due to newly developed blog, video, photo gallery and event calendar areas

• Expanded show detail pages including show synopsis, show scoop, dates and ticket prices, and links to the official show website, cast member bios, and published reviews

• Developed a functional web style guide for use by the ASU Gammage web master

• Esser Design assists ASU Gammage with Flash development for any requested seasonal content updates

• Esser Design implemented a training session with key administrative users of the site in order to help staff most effectively use the Drupal content management system


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7. 3 P O R T F O L I O O F P R O J E C T S C O N T I N U E D

E X A M P L E 1 C O N T I N U E D

Technical specifications:

The site is browser and platform independent. The website framework was developed using PHP 5 (an open-source server side scripting language used solely for the production of powerful web-based applications) and the Drupal content management system. All client and server code was written using a simple text editor ensuring that code is clean, well-commented and cross-browser compatible. All client-side code was validated for XHTML 1.0 Transitional and CSS2.0 compliance.

Project Timeline: Approximately 9 months for Esser Design engagement.

Project Contact: Michael Porto, Former Director Of Communications Telephone: (480) 286-5545 Email: [email protected]


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E X A M P L E 2

University of Arizona Libraries Website | www.library.arizona.edu

The University of Arizona was seeking an experienced web design team to work within existing branding guidelines and in a condensed timeline to develop an intuitive navigation and design for the Libraries’ site. The original site was content-heavy and difficult to navigate and find information. In addition, they were looking for a user-friendly content management solution, since the Libraries staff would need to migrate over 4,000 pages of content in 30-60 days. The site was developed on the Drupal platform and includes a comprehensive search feature. Esser Design worked hand-in-hand with the Libraries staff to incorporate stakeholder feedback based on usability testing. A functional style manual was delivered to the Library staff to guide future site updates.


• “We continue to hear good things about our website and are working hard to get the rest of our services up to par with the excellent design that Esser Design provided. Esser Design is always mentioned in conversations about prospective design work, as our project was seen as a major success, in large part to the speed and professionalism provided.”

– Justin Spargur, Applications Systems Analyst, Project Lead, UA Libraries

• Employed custom processes to gather information, discuss and confirm functional and organizational goals

• Incorporated feedback from usability studies into the new site design

• Developed the site in Drupal and trained the client team on the use of their templates

• Esser Design produced the initial website design and corresponding Drupal themes that the library staff used to populate content for the site

• Developed a functional web style guide to serve as a manual for University of Arizona staff


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The site was developed following best practices around W3C and the accessibility requirements of section 508 of the Americans with Disability Act. The site is browser and platform independent. The website framework was developed using PHP 5 (an open-source server side scripting language used solely for the production of powerful web-based applications) and the Drupal content management system. All client and server code was written using a simple text editor ensuring that code is clean, well-commented and cross-browser compatible. All client-side code was validated for XHTML 1.0 Transitional and CSS2.0 compliance.


Project Contact: Justin Spargur, Applications System Analyst Telephone: (520) 307-2815 Email: [email protected]


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E X A M P L E 3

Snell & Wilmer Website | www.swlaw.com

Esser Design was initially engaged to create a fresh approach to the Snell & Wilmer corporate ad series. After the advertising program was established, a complete redesign effort of their website was developed to synchronize with the new branding effort.

Esser Design included a Discovery Phase which explored and confirmed site scope, functional requirements and deliverables. We also gathered the necessary input to build the administrative functionality, data types and sources to develop the appropriate wireframes in this phase.

After the discovery and research phases, the initial goal was to give the site an appealing look and feel, along with increased functionality and features. An open source custom content management system was developed to easily update and edit content, files and images. A custom database-driven solution was utilized to manage the firm’s 400+ attorneys, publications, news and events and services.

Esser Design continues to assist Snell & Wilmer with their site maintenance and functionality updates.


• Streamlined and cost-effective custom solution that allows users to make updates efficiently

• Cleansed and normalized data for the attorneys, publications, news and events and services sections

• Developed custom database-driven solution for the attorneys, publications, news and events and services which yield consistent and reliable search results

• Reorganized site navigation and page hierarchy based on audience groups to increase usability

• Integrated tools such as Google Analytics and Google Site Search to enhance the site’s tracking and search capabilities

• Conducted a formal training session with key staff members


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The site was developed following best practices around W3C and the accessibility requirements of section 508 of the Americans with Disability Act. The site is browser and platform independent. The website framework was developed using PHP 5 (an open-source server side scripting language used solely for the production of powerful web-based applications) and a custom content management system. Custom databases were developed and normalized for thousands of records. All client and server code was written using a simple text editor ensuring that code is clean, well-commented and cross-browser compatible. All client-side code was validated for XHTML 1.0 Transitional and CSS2.0 compliance.


Project Contact: Jackie Sarlo, Director of Marketing Telephone:(602) 382-6000 Email: [email protected]


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7. 4 C U R R E N T A N D / O R PA S T C L I E N T S

Over the past 25 years, Esser Design has provided integrated communications services to clients in a variety of industries. Our education clients are highlighted in bold.

Please see section 7.3 for sample web design and development projects and specific client references.

Arizona Board of Regents

Arizona Department of Commerce

Arizona Department of Education

Arizona State University

The Boeing Company

Bryan Cave LLP

Carrington College

Carrington College California

City of Mesa, Mesa Arts Center

City of Phoenix, Aviation Department

City of Phoenix Office of Arts and Culture

Collins College

Desert Botanical Garden

The Dial Corporation

Flinn Foundation/Flinn Scholars

Florence Crittenton

Forever Living

Forever Resorts

Free Arts of Arizona

Freedomworks

Glendale Community College

Goldwater Institute

Helios Education Foundation

Hospice of the Valley

Kitchell Corporation

Maricopa Community Colleges Foundation

Mercy Foundation Sacramento

Mercy Gilbert Medical Center

Paradise Valley Community College

Pearson School Systems

Peoria Unified School District

Phoenix Children’s Hospital

Phoenix International School of Law

Phoenix Rotary 100

Pine Canyon

PING Golf

Snell & Wilmer

Southwest College of Naturopathic Medicine

St. Joseph’s Hospital & Medical Center

St. Rose Dominican Health Foundation

SwedishAmerican Hospital

Tempe Center for the Arts

Thunderbird School of Global Management

Torrent Resources

University of Arizona, University Libraries

University of Arizona, Master of Engineering Partnership

University of Arizona, Phoenix Mars Mission

U.S. Education Corporation

Valley of the Sun United Way


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7. 5 S U C C E S S F U L C L I E N T P R O J E C T S

Highlights and Results of Successful Client Projects

– Esser Design designed and developed a new site for the Arizona Department of Education’s Coordinated School Health Program. The site launched in May 2010 and since its launch, site visits have steadily increased by 5.5% each month and bounce rates have decreased by approximately 15%. An expanded site with more information and increased design aesthetic attributed to the overall success of the site.

– With the redesign of the Snell & Wilmer website, administrative functionality was increased and streamlined and the user interface was simplified in order to make changes to the site quickly. The keystrokes needed to update an attorney went from six to three making constant updates much more efficient. A visitor to the site can find specific and consistent information easily with the implementation of a Google Site Search. Bounce rates have significantly decreased since the new site launched in July 2010 and average time of site visits has increased steadily by approximately 3% each month.

– We are exceptionally proud of the work we delivered for the redesign of the ASU Gammage website. We have monitored the website’s traffic, and have found that, from a one-year time span from old site to new site design implementation, site visits increased by 41%; pageviews increased by 58%; and unique views increased by 55%.

Please refer to Section 7.3 for additional examples of successful projects.


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8 . PR ICI NG SCH E DU LE

8 .1 S E R V I C E S A S R E Q U E S T E D I N T H I S R F P

Pricing for this contract is based on a blended, reduced hourly rate. Esser Design will work with MCCCD in order to meet required budget needs.

General Services

1. Development Services $95

2. Programming Services (list language and rate) $95 (PHP, MySQL, Drupal, XHTML, CSS)

3. Project Management Services $95

4. Workflow Analysis N/A

5. Other Services TBD

Graphic Design

Design/Design Coordination $95

Production $95

Art/Photo Direction $95

Print Direction/Coordination/Support $95

Copywriting Services/Photography/Illustration/Other Subcontracted Work TBD based on service

Delivery Services/Coordination* $15-50 each

Misc. Supplies/Services* $50-500

* Actual delivery and supply costs will be billed. Ranges provided are not-to-exceed amounts.

Web Services

1. Design Services (cost per hour) $95

2. Development Services (cost per hour) $95

a. Programming (ex. java, php, asp.net, cold fusion, Drupal development, database integration and security, e-commerce, etc.) $95

b. Database Design $95

c. Documentation of Processes and Reporting $95

d. Testing $95

e. Training $95

f. Technical Support $95


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8 . PR ICI NG SCH E DU LE CONTI N U E D

8 .1 S E R V I C E S A S R E Q U E S T E D I N T H I S R F P C O N T I N U E D :

Web Services, Continued

3. Information Architecture Analysis and Strategy $95

4. Integrated Feedback System (e.g., survey tool) $95

5. PowerPoint/Presentation Template $95

6. Flash Animation with Accessibility $95

7. Editable Flash Templates $95

8. Podcasting TBD

9. Digital Illustration TBD

10. Digital Photography TBD

11. Entire Website (HTML) Programming only:

a. 0-20 pages $5,750 - $11,500

b. 21-75 pages $11,500 - $34,500

c. 76-500 pages $34,500 - $215,625

d. 500+ pages $143,750+

12. Hosting services $200/month for dedicated $100/month for VPS $30/month for shared

13. Maintenance (cost per hour) $95

14. Training for Maintenance (cost per hour) $95

15. Write Technical Specifications for Products $95

16. Video Editing and Formatting for Web Presentation $95

8 . 2 P R O M P T PAY M E N T D I S C O U N T

Esser Design does not offer a prompt payment discount at this time.

Terms are net 30.

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