Codpgresponse 010516 V 5

Denton RFP #6019 Response Submitted by PetersGroup
01.07.15
Solicitation number: RFP 6019
Solicitation name:
CREATIVE AND MEDIA MARKETING SERVICES
FOR CITY OF DENTONS ECONOMIC DEVELOPMENT DIVISION
Firm name:
PetersGroup Public Relations LLC
Firm address:
7800 Shoal Creek, Ste. 100N, Austin, TX 78757
Contact name: Lauren Peters or Cristina Salinas
Contact phone: 512.431.2938 or 512.586.6955
Contact fax:
n/a
Website address:
www.petersgrouppr.com
PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

petersgroupPR.com
Contact email: lauren@petersgroupPR.com and

cristina@petersgroupPR.com
PetersGroup Submission
January 7, 2016
RFP 6019 - Main Document
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To the City of Denton Selection Committee.
We are absolutely delighted to be pitching Denton, Texas. Between the
members of this team, we have worked on three of the top four destination
campaigns in the country: What Happens Here Stays Here; Texas, Its Like A Whole
Other Country, and Virginia Is For Lovers.
We missed I Love NY, but we know that an idea can powerfully reflect the
essence of a place, and put in on peoples radars. Or in their hearts. We have seen
this with our own eyes.
Today, hardworking families are increasingly looking for a place to visit and
feel good again. They dont just want to get away. They want to go back in time.
Denton is a resource that people need even if they dont know it yet.
Thank you for the opportunity. We have lot of ideas already. We cant wait to
meet you. And thank God for small towns.

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petersgroupPR.com
Lauren
Lauren S. Peters
Daniel
Daniel Clay Russ
petersgroupPR.com
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ATTACHMENT B-SUBMISSION EXCEPTIONS
Any exceptions taken to this solicitation (including terms and conditions
in Exhibit 2, the General Provisions and Terms and Conditions) must be

itemized on the lines below. Additional pages may be added as needed.
If there
are no exceptions, please sign where indicated at the bottom of the page.
Item #
Description
The above exceptions (and any additional pages identified) are the ONLY
exceptions to the specifications, General Provisions and Terms and Conditions in

Exhibit 2, and sample contract to this solicitation. I understand that the City may
not accept additional exceptions produced after final submission of this proposal.
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_______________________
_____________________
_____________________
Signature
Company
Date
No Exceptions are taken to this solicitation or the General Provisions
and Terms and Conditions in Exhibit 2.
_______________________
_____________________
_____________________
Signature
Company
Date
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ATTACHMENT C
NOT APPLICABLE
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ATTACHMENT D-REFERENCES
Please list three (3) Government references, other than the City of
Denton, who can verify the quality of service your company provides. The City
prefers customers of similar size and scope of work to this solicitation.
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REFERENCE ONE
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John Littlefield
CEO
Southwest Engineers
512. 925.0277
GOVERNMENT/COMPANY NAME: Samsung
LOCATION:
CONTACT PERSON AND TITLE: Charmaine Winters, EVP Human Resources
TELEPHONE NUMBER:
SCOPE OF WORK:
CONTRACT PERIOD:
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REFERENCE TWO
GOVERNMENT/COMPANY NAME: USAF Pentagon
LOCATION: Pentagon, Air Force Section, Washington DC
CONTACT PERSON AND TITLE: Chris Geisel, Head of Public Affairs
TELEPHONE NUMBER: 256 508 8310
SCOPE OF WORK: Entire advertising recruitment campaign.
CONTRACT PERIOD: 2000-2007
REFERENCE THREE
GOVERNMENT/COMPANY NAME: Solarwinds
LOCATION: Austin, TX
TELEPHONE NUMBER: (512) 682-9300
SCOPE OF WORK: Global server monitoring campaign
CONTRACT PERIOD: June 2013 to June 2014
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CONFLICT OF INTEREST QUESTIONNAIRE -
For vendor or other person doing business with local governmental entity
This questionnaire reflects changes made to the law by H.B. 23, 84th Leg., Regula
FORM CIQ
Session.
This questionnaire is being filed in accordance with Chapter 176, Local Government Code, b
vendor who has a business relationship as defined by Section 176.001(1-a) with a local governme
entity and the vendor meets requirements under Section 176.006(a).
By law this questionnaire must be filed with the records administrator of the local governme
entity not later than the 7th business day after the date the vendor becomes aware of facts that
require the statement to be filed. See Section 176.006(a-1), Local Government Code.
A vendor commits an offense if the vendor knowingly violates Section 176.006, Local
Government Code. An offense under this section is a misdemeanor.
Name of vendor who has a business relationship with local governmental entity
Check this box if you are filing an update to a previously filed
questionnaire.
(The law requires that you file an updated completed questionnaire with the appropriate fili
authority not later than the 7th business day after the date on which you became aware that the
originally filed questionnaire was incomplete or inaccurate.)
Name of local government officer about whom the information in this section is
3 being disclosed.
Name of Officer
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This section, (item 3 including subparts A, B, C & D), must be completed for each officer wi
whom the vendor has an employment or other business relationship as defined by Section
176.001(1-a), Local Government Code. Attach additional pages to this Form CIQ as necessary.
Is the local government officer named in this section receiving or likely to receive taxable
income, other than investment income, from the vendor?
Yes
No
Is the vendor receiving or likely to receive taxable income, other than investment income,
from or at the direction of the local government officer named in this section AND the taxable inco
is not received from the local governmental entity?
Yes
No
Is the filer of this questionnaire employed by a corporation or other business entity with
respect to which the local government officer serves as an officer or director, or holds an ownersh
of one percent or more?
Yes
No
D.
Describe each employment or business and family relationship with the local
government officer named in this section.
I have no Conflict of Interest to disclose.
Signature of vendor doing business
Date
with the governmental entity

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CONTACT PERSON AND TITLE: Julie Anglin, Creative Director
TELEPHONE NUMBER: (512) 682-9300
SCOPE OF WORK: Global server monitoring campaign
CONTRACT PERIOD: June 2013 to June 2014
John Littlefield
CEO
Southwest Engineers
512. 925.0277
ATTACHMENT E-CONFLICT OF INTEREST QUESTIONNAIRE
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ATTACHMENT F-ACKNOWLEDGEMENT
The undersigned agrees this submission becomes the property of the City of
Denton after the official opening.
The undersigned affirms he has familiarized himself with the specification,
drawings, exhibits and other documents; the local conditions under which the work
is to be performed; satisfied himself of the conditions of delivery, handling and
storage of materials and equipment; and all other matters that will be required for
the work before submitting a response.
The undersigned agrees, if this submission is accepted, to furnish any and all
items/services upon which prices are offered, at the price(s) and upon the terms and
conditions contained in the specification. The period for acceptance of this
submission will be 120 calendar days unless a different period is noted.
The undersigned affirms that they are duly authorized to execute this
contract, that this submission has not been prepared in collusion with any other
respondent, nor any employee of the City of Denton, and that the contents of this
submission have not been communicated to any other respondent or to any
employee of the City of Denton prior to the acceptance of this submission.
Respondent hereby assigns to the City any and all claims for overcharges
associated with this contract which arise under the antitrust laws of the United
States, 15 USCA Section 1 et seq., and which arise under the antitrust laws of the
State of Texas, Tex. Bus. & Com. Code, Section 15.01, et seq.
The undersigned affirms that they have read and do understand the
specifications, all exhibits and attachments contained in this solicitation package.
The undersigned agrees that the solicitation package posted on the website
are the official specifications and shall not alter the electronic copy of the
specifications and/or pricing sheet (Exhibit 1), without clearly identifying changes.
The undersigned understands they will be responsible for monitoring the City
of Denton Purchasing Website at: http://www.cityofdenton.com/index.aspx?

page=397 to ensure they have downloaded and signed all addendum(s) required for
submission with their response.
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I certify that I have made no willful misrepresentations in this submission, nor
have I withheld information in my statements and answers to questions. I am aware

that the information given by me in this submission will be investigated, with my full
permission, and that any misrepresentations or omissions may cause my
submission to be rejected.
Acknowledge receipt of following addenda to the solicitation:
Addendum No 1 Dated RFP 6019 - Exhibit 1 - Pricing Sheet
Received
_12/18/15______________
Addendum No 2 Dated RFP 6019 - Exhibit 2 - General Provisions;
Terms & Conditions
Addendum No 3 Dated RFP 6019 - Exhibit 3 - Scope of Work
Received __12/18/15_______________
Received __12/18/15_______________
NAME AND ADDRESS OF COMPANY:

AUTHORIZED REPRESENTATIVE:
_PetersGroup_______________________
7800 Shoal Creek, Ste. 100N_________________
Austin, TX 78757 Name Lauren Peters
___________________________________
Tel. No. __512-431-2938__________________________
Email. info@petersgrouppr.com
Signature
Date
Title CEO
Fax No. n/a
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01.07.15

SOLICITATION CHECKLIST
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01.07.15
Che
ck when
Completd
Task to be Completed by Respondent
Exhibit 1 Pricing sheet
Review Exhibit 2 General Provisions and Terms and Conditions
Review Exhibit 3 Scope of Work/Technical Specifications
Review Exhibit 4 Technical Drawings and Plans (if applicable)
Submission of Exhibit 5 FTP Site Form (if applicable)
Review Exhibit 6 Federal Grant Requirements (if applicable)
Cover sheet
Solicitation number
Solicitation name
Firm name
Firm address
Contact name
Contact phone
Contact fax
Website address
Contact email address
Solicitation Checklist
Attachment A- Business Overview Questionnaire
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Document how firm meets minimum qualifications (Section 3)
Detail to support evaluation criteria
Attachment B Exception Form
Attachment C Safety Record Questionnaire (if applicable)
Attachment D Reference Form
Attachment E Conflict of Interest Questionnaire Form with signature
Attachment F Acknowledgment
Acknowledgment of Addenda
Submission signed by authorized officer, in the order specified below
Hard Copy Submission: If submitting a hard copy, the City requires one
(1) original and three (3) copies, with the pricing sheet submitted electronically in
excel or emailed in excel to Ebids@cityofdenton.com with the Solicitation # and
name in the subject line.
Electronic Submission: If submitting an electronic proposal only, email to

Ebids@cityofdenton.com with the Solicitation # and name in the subject line. The
pricing sheet (Exhibit 1) must be in excel format.
petersgroupPR.com
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01.07.15
ATTACHMENT A-BUSINESS OVERVIEW QUESTIONNAIRE AND FORMS
Contract Information (for formal contracting purposes):
The following information will be used to write a contract, should your firm be selected
for award.
Firms Legal Name: PetersGroup Public Relations LLC
Address: 7800 Shoal Creek Blvd., Ste. Ste. 100N, Austin, TX 78757
Agent Authorized to sign contract (Name): Lauren Peters
Agents email address: lauren@petersgroupPR.com
Subsidiary of: Partner agency of Worldcom Public Relations Group

Top partnership of independent agencies.
Organization Class (circle):
Partnership
LLC
Corporation
Tax Payer ID#:
Date Established: 1997
Individual
Association
Historically Underutilized Business: Yes or No (Woman-owned business pursuing

WBENC)
Does your company have an established physical presence in the State of Texas, or
the City of Denton? Yes or No, in which? Texas and in Dallas
Please provide a list of corporate officers and the location of office(s).

Lauren Peters Austin Office
Michael Burns Dallas Office
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Please provide a detailed listing of all products and/or services that your company
provides.
SAMPLES OF WORK:
http://tinyurl.com/h89prd2
For almost 20 years, PetersGroup has assessed and worked with a variety of businesses
ranging from startup technology companies to enterprise businesses as well as cities,
governmental departments and associations. While many relationships have been from referrals,
a large portion of our success stems from being sought out due to lack of results/performance
from prior agencies. Over the years, our agency has provided marketing and communications
counsel and execution of integrated campaigns to generate measurable results.
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We have consistently helped companies in various parts of the world establish their brand
image in the U.S. Whether its a newly seeded company or business unit, organizations from
Texas, the Ukraine, France, Spain, Sweden and Asia have relied on us to raise their visibility and
connect them to customer channels.
PetersGroup clients also benefit from our lead Creative Director, Daniel Russ who has
experience building brands large and small. Russ leads the destination marketing accounts for the
PetersGroup team, featuring a loyal network of writers, art directors, UX and UI developers,
videographers, composers and media experts curated for each client and assignment. As an early
adopter of social and digital media technologies, Russ formerly owned digital production
company, Nice Monster and created the Wal-Mart Real People campaign and led the National
Recruitment account for the United States Air Force. Russ brings a wealth of talent and expertise
including campaign such as the What Happens Here Stays Here with website creation,
microsites and social media elements; writing for the Texas, Its Like A Whole Other Country
campaign and social media management and branding films for the Virginia Is For Lovers
campaign.
Some additional highlights of results include:
During the first quarter of the campaign, our media relations program drove a 500%
improvement in Tier-one media placements for Mutual Mobile resulting in significant
pipeline growth, increased sales traction and the company being recognized by Forbes
as one of Americas Top 100 Most Promising Companies.
Our marketing and public relations programs for Sony Ericsson's global Developer
Community resulted in a 175% increase in mobile application revenue during the first
12 months of the program.
We successfully positioned COPC Inc., as the global Certification Standard for call
centers, resulting in 27% growth in customer acquisition within first 6 months and 2X
revenue growth year over year.
Our ability to simplify complex information into a powerful ROI stories enabled
Wincor Nixdorf to win critical sales engagements with leading North American
retailers. Following several years of little to no customer cultivation, we were tasked
to create a destination event and secure at least 100 prospects/customers. Our team
created a promotional campaign that attracted more than 350 prospects and customers
in one night.
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PetersGroup successfully launched Formula Expo, an event in partnership with

Circuit of The Americas and F1, building a growing social media community,
generating more than 120 unique news items, thousands of pieces of coverage all
reaching an audience of more than 10 million.
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Provide a profile or resume of each pertinent personnel that would be assigned to City
projects. The profile/resume shall include the following detail: name, title, education, brief
employment history, detailed description of work experience in similar projects, and the
proposed role in this contract.
Following are some leadership team highlights:
Lauren Peters, Founder, CEO

Philanthropist. Water Enthusiast. Lauren passionately provides strategic counsel to local
and global companies, advocating an integrated
communications model that drives results. She offers more
than 30 years of business-to-business and consumer marketing
and public relations experience including the packaging,
launching and branding of products, services, businesses and
executives. With a deep understanding of the technology
industry, she has coached business and product management
teams on competitive positioning, thought leadership and
channel marketing to global startups and Fortune 100
companies alike, including IBM, Sony Ericsson,
Metrowerks/Motorola, SoftServe, Texas Instruments and Vignette.
Just prior to founding PetersGroup, Lauren was director of worldwide marketing and
communications for a Fujitsu company that provides systems, software and services to the top
200 retailers worldwide. She has served in senior management roles in marketing and public
relations agencies coaching clients on strategic positioning and problem solving.
Lauren has received numerous awards from professional organizations, including the
Association for Women in Communications Mentor Award, the ABJ Profiles in Power and
Rising Star, Bronze and Silver Excellence for Marketing Communications and Matrix Awards for
customer traction and program results. She has taught communications and strategy courses at
The University of Texas, speaks at UTs McComb School of Business LeaderShape, served as a
featured speaker at PRSA National and International Technology events and participates in a
CEO peer group Austin Council of Entrepreneurs.
Lauren is a member of the Public Relations Society of America; a graduate from
Leadership Austin; and part of Impact Austin. She has served in various board positions
including the Austin Technology Council, Center for Child Protection and A Legacy of Giving.
She holds a bachelors degree in journalism from The University of Texas; actively supports
Austin non-profits, plays music and scuba dives as often as possible.
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Daniel Russ, Executive Vice-president, Creative Director
Comedian. Bluesman. Creative Genius. Daniel brings more than
25 years of creative services experience to our team, with a focus on
new media, digital marketing, advertising and video production. His
nationally recognized campaigns included the Ultimate Fighting
Championships, Cox Communications, Ballys, Rio, Chilis, AT&T and
Virgin Airways. His most recent work includes the highly successful
and award-winning campaign for the Las Vegas Convention and
Visitors Authority titled What happens in Vegas, stays in Vegas. Daniel served as a Group
Creative Director for GSD&M serving a number of Fortune 500 companies including Walmart,
Charles Schwab, Macaroni Grill, Pennzoil and SBC. While serving in the U.S. Air Force, Daniel
designed a national recruiting campaign to boost enlistment during the launch of the Iraq War,
helping the organization achieve and exceed their recruiting goals. His work with PetersGroup
included a public service campaign for The Center for Child Protection, focused on raising
awareness of child abuse in central Texas.
Daniel also leads many lives. He did stand-up
comedy for 11 years, landing on television three times. He also spent time as a boxer, competing
in 25 fights, 14 professionally. Daniel also speaks French, studied to be a rabbi, plays the blues
on his harmonica, and published his first book in 2010.
Cristina Salinas, Client Services Director
Community Volunteer. Chihuahua lover. Cristina brings a broad range of experience to

PetersGroup Client Services. With more than 18 years of B2B and tech
media relations, editing and communications expertise, she has created
and executed integrated public relations programs for international
businesses. Cristina works to build successful programs which
incorporate research, media relations, industry analyst relations,
executive visibility, customer case study programs and trade show/event
support. Her team leadership and deep media and industry analyst
relationships have generated 1000s of media pieces and reports
positively highlighting customer businesses, their people and products.
Cristina expertly
develops the relationships to grow new business in addition to supporting inside sales teams for
the financial and professional services industries. In her spare time, Cristina enjoys working out
at the YMCA, and reading and enjoys living in Austin with her son and two sweet Chihuahua
mixes. Cristina serves on the board of the TownLake YMCA and volunteers at St. Catherine of
Siena Catholic Church. Cristina holds a bachelors degree from St. Edwards University.
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THE PETERSGROUP DIFFERENCE
AGENCY EXPERIENCE, PHILOSOPHY AND APPROACH
Founded in 1997, PetersGroup is the agency of choice for emerging and established
market leaders who value a strategic, business-oriented approach to public relations and
marketing. We believe purposeful communications and positioning can radically transform
organizations, influence market decisions and mobilize prospects to become loyal customers.
With a unique blend of Startup and Fortune 500 experience, we have taken both
companies and products to market across a broad range of industries including technology,
financial services, education, engineering and retail. Our experience includes institutional
strategy, marketing, social and public relations campaigns, business development, mergers and
acquisitions, risk management serving companies like Samsung, Motorola, Western Governors
University, Colorado Technical University, Sony Ericsson, Wincor Nixdorf US, Formula Expo
and Mutual Mobile. Blending highly creative strategies with well-orchestrated execution, our
mission is to help organizations brand from the inside out. The PetersGroup strength and value
show-up in our ability to package a compelling story that reflects a brand promise, builds loyal
communities, drives revenue and generates measurable, sustainable results. PetersGroup offers
more than two decades of results-driven campaigns helping companies find their voice.
With a proven background in providing the right mix of marketing, public relations,
digital and social media for advocacy groups, startups, mid-size to large national and global
institutions, our team has a reputation for transforming challenging information into stories
audiences embrace.
We have a successful track record of delivering crisp communications programs that
educate, influence, create awareness and move people into action.

With extensive experience in multiple engineering and technology channels, our team has
the local and national industry relationships to quickly understand market dynamics, industry
segments, and opportunities. We encourage a collaborative process to set measurable results that
support overall goals.
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Our client service and creative teams maintain rich local and national media and
influencer relationships. We have successfully launched products, organizations and

communities. The stories we create come to life through print, broadcast, online and socialized
campaigns. We listen, advocate and act to deliver results that ultimately educate communities,
build trusted relationships and generate revenue.
PetersGroup is headquartered in Austin with partner offices across the globe. As a
partner firm in Worldcom Public Relations Group, we have more than 100 partner firms in over
40 countries, while retaining the flexibility, local relationships and client-service focus inherent
in an independent agency.
Integrated Marketing Components
We use a proven methodology with defined metrics and milestones
Overall Approach
Our strength lies in our ability to package a compelling story that reflects a brand
promise, builds loyal communities, drives revenue and generates measurable, sustainable results.
firm.
Below are a few of the reasons why our clients cant imagine working with any other
Market Vision and Strategic Counsel: As strategic advisors, we dont tell you what
you want to hear. We believe that questioning assumptions and providing honest, candid
feedback leads to insightful solutions that others might have missed.
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Knowledge from Direct Experience: We are seasoned professionals with senior level
operational experience. We understand how our clients operate, because weve been there
ourselves. Weve established meaningful influencer relations throughout the U.S.
High Touch Engagements: We work collaboratively with our clients to determine how
our talents can be leveraged to best serve their needs, not our own. Our teams are thoughtfully
assembled to deliver the strongest mix of account management, strategic insight and execution.
Business Outcomes for Growth: We act effectively and imaginatively to address our
clients business needs, developing strategic programs and relationships that increase visibility
and credibility resulting in new customer acquisitions and market penetration.
IDEAS FOR SCOPE OF WORK
The following represents an initial overview we believe is ideal to successfully generate
results.
Once engaged we will create a detailed plan and supporting campaigns.
What are current brand perceptions?
This stage addresses the current positioning. How is Denton perceived by stakeholders,
businesses, visitors and prospective alliances.
Alignment Session
Situation Analysis: Questionnaire and meeting with stakeholder groups to understand
your primary objectives, general history, political landscape, resources, competitors, etc.
Research and Planning Audit: Comprehensive review of research and planning

documents.
Social and Media Audit: Review of existing marketing materials from public and
private sector stakeholders, as well as recent media coverage and online conversations.
Familiarization Tour: Tour of facilities and related alliances.
Key Stakeholder Interviews (20): One-on-one interviews with key stakeholders within
the
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destination to gather perceptions and insight.
Audience Mapping: Origin information from existing databases
and
Targeted Social Media Monitoring: Our team provides a snapshot of the social brand
across the following platforms: Twitter, Facebook, Instagram, YouTube, Picasa, Flickr
Viddy. Monitoring social media content across a geographic area, Our team can measure
top platforms, best date/time to post content (overall and by platform), identify topics of
conversation and themes, find top keywords, most influential users, and evaluate
sentiment.
Social media brand observations will be used to guide brand action for purposes of digital
marketing strategy suggestion.
Situation Brief: Review of all research findings.
Blue Sky Meeting: Internal session for developing insights based on significant research
patterns and
findings.
Understanding and Insights Presentation: Comprehensive review of all relevant

research and recommended strategic direction.
Brand Platform Statement Development: The guiding statement for the management
and development
of your brand including:
Target audience:
Point of difference:
How should your brand look, feel and sound?
In this stage, all the data and high-level strategies are transformed into tangible creative
products that embody your brand. Straplines and logos (with graphic standards) are
created.
Foundation creative recommendations and looks are created, including targeted
marketing
messages and advertising, digital design and content recommendations (web portal, social
media), collateral materials, stationery and a color palette. Additional deliverables may
also
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be developed, including environmental applications, signage, promotional items,
economic
development prospecting packages and more.
the
Written Creative Concepts: Our team will provide three different written concepts for
bringing your brand platform to life creatively. Also included is a round of revisions to
selected concept.
Logos & Graphic Identity Looks: At least five different logo options and two distinct
looks
with a round of revisions to the selected option. This collaborative process results in a
unique and memorable visual identity and guidelines for your brand.
Note: There is critical collaboration that takes place at this point with a small select
group
of
of marketing stakeholders to address the written creative concepts and the development
the
the foundational graphic identity. Our team then provides solutions for the remainder of
creative work based on that agreed-upon direction.
Brand Narrative: Takes the foundation of the written concept and breathes life into it
through an artistic interpretation of language. Its purpose is to help target users, alliances
influencers and organizations connect and embrace the emotional story of the brand.
Custom Deliverables: Using the new creative direction, our team will assist the client in
identifying custom deliverables and we will create to target your specific goals.
Those ideas might include:
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Media and Influencer Campaign: State and select surrounding areas

Social Media Campaign: One voice to tell the story and reach communities to build
more awareness and attract visitors.
Video and Digital Vignettes for Web and other Online Channels: To tell the story
Online Contests through all Media Channels: Social and broadcast
Target Professional Groups with speaking, social media and the experience
Align with Businesses and other institutions through all campaigns
Explore and place select Ad campaign leveraging digital and select print
Create and Launch Branded Website
Continue Fresh Content Development and Creative Placement
Measurement, Evaluation and Refinement

Regular monthly check-ups
Recommended Measures of Accountability:
Quantitative Perception Study
Online Brand Performance
Use of the brand narrative in the private sector
Social feeds and evaluations
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ACCOUNT MANAGEMENT PROCESS
Our account management teams are structured and staffed to ensure the highest possible
level of client satisfaction. Teams are built around our clients

program needs and assignments are fixed for the duration of the
engagement. Our teams include the appropriate balance of
people, skills, technology and process required for successful
program execution. Our senior vice-president of client services
serves as the lead for each client team, actively driving both
program strategy and execution. Additional team members will
consist of those individuals who bring the experience and core
competencies most relevant.
We believe strongly in the power of communications in the form of in-person meetings
and near daily interactions. Our client teams engage in regular program meetings, often on a
weekly basis. However, recognizing that our clients also have busy schedules, we leverage
technology to augment our engagements. PetersGroup was one of the first firms to embrace
advanced technology solutions to provide each client with a dedicated, secure, online portal to
facilitate program communications. This online repository can be used to store project and
execution plans, documents, collateral, integrated calendars and more. As a result, our clients
have continuous access to updated program status: twenty four hours a day, seven days a week.
In addition, the portal provides a complete suite of program management capabilities
including task and milestone scheduling, real-time progress reports, dashboards and integrated
status reporting. Our innovative approach facilitates constant, effective team communication
across broad geographic boundaries and multiple time zones, further streamlining procedures,
reducing costs and driving results.
Our account management methodology is straightforward. We serve as an extension of
our clients team, providing full service marketing, public relations and business development
capabilities. Our client campaign teams are highly trained and capable of providing all program
service components ranging from preliminary market research and audience profiles to detailed
benchmarks and campaign budgets.
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At the start of an engagement, the team works closely with the client to develop complete
execution plans, timelines and accurate costs estimates. Once the plan is approved, controls are
established, communicated and continuously monitored to ensure successful execution with
desired results.
REPORTS, REVIEWS AND MEASUREMENTS
From overall programs to individual campaigns, our client teams develop, implement and
track specific performance metrics in order to assess execution, keep programs on-track and
ensure a positive return on investment. Our approach to developing performance metrics
involves both the people who are responsible for the work to be measured (because they are the
most knowledgeable about the work) and the client. Our process includes:
Identifying critical work processes and customer requirements.
Identifying critical results desired and align them to customer requirements.
Developing specific measurements for the critical work processes.
Establishing the performance goals, standards, and benchmarks by which success is
measured.
Our executive team is continually kept informed of each clients program status through a
master dashboard within our online portal. The dashboard provides an overall snapshot of all
ongoing client programs as illustrated below.
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The portal also provides a secure client workspace that is equipped with a complete set of
program management tools and views. A clients individual programs and campaigns are
structured into specific tasks and milestones; each with owners, deliverables and due dates.
Individual tasks and milestones are automatically integrated into a master calendar view as
illustrated below. Our clients have online access to this master at all times.
Individual program tasks and milestones are continuously tracked and updated by each
account team. Task and milestone status is continuously monitored and always available to all
stakeholders.
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In addition, our client campaign teams hold weekly meetings, reporting progress and
status to both the client and our own senior management team.
Finally, each individual campaign can include customized, real-time dashboards that
provide a graphical view with accurate, up-to-date status on specific program metrics and results.
The example below illustrates a Speaking Event Pipeline chart for one of our clients. The
dashboard provides an at-a-glance view of how many speaking opportunities have been
identified, pitched, are still pending and confirmed.
41

After every major program milestone or event, our account team schedules a client
debrief meeting. During that meeting performance against plan is evaluated
MINIMUM QUALIFICATIONS
Three (3) years experience providing similar products or services.
PetersGroup has been creating and implementing similar services for more than 18
years.
Three (3) references from governmental entities for the products or services requested.
The City prefers references from municipalities of similar size.
Five references listed under Reference Tab
The responding individual or business must be registered in the State of Texas, or the
County of Denton, to provide the products or services required in the solicitation, and the
individual or business must have all licensure required by the State to provide any services
required under this contact.
Submittal documents including a cover sheet, Solicitation Checklist, Attachments A - F
and Exhibit 1, per the method described in SUBMITTAL INSTRUCTIONS.
See associated Tabs
42

Has your company filed or been named in any litigation involving your company and the
Owner on a contract within the last five years under your current company name or any other
company name? No
If so provide details of the issues and resolution if available. Include lawsuits where
Owner was involved. (Notice: Failure to disclose this information during proposal submission,
and later discovered, may result in contract termination at the Owners option.)
Have you ever defaulted on or failed to complete a contract under your current company
name or any other company name? If so, where and why? Give name and telephone number of
Owner.
No
Have you ever had a contract terminated by the Owner? If so, where and why? Give
name and telephone number (s) of Owner (s).
No
Resident/Non-Resident Bidder Determination:
Texas Government Code Section 2252.002: Non-resident bidders. Texas law prohibits
cities and other governmental units from awarding contracts to a non-resident firm unless the
amount of such a bid is lower than the lowest bid by a Texas resident by the amount the Texas
resident would be required to underbid in the non-resident bidders state. In order to make this
determination, please provide the name, address and phone number of:
Responding firms principle place of business:

Austin, TX
Companys majority owner principle place of business:
Lauren Peters, Austin, TX
Ultimate Parent Companys principle place of business:

PetersGroup Public Relations LLC, Austin, TX
Provide details to support the evaluation criteria, including experience and delivery.
43
Please See above

Include the following details:
Demonstrate the type of experiences related to advertising and marketing, i.e. when, how
long, service area, type of services, etc.

Describe a marketing campaign you have done for another client or you may create an
example of one dealing with a City issue. Please provide examples of previous marketing
creations or a sample of what you would create for the City.
Provide samples of print publications and videos or a link to an online portfolio. You
may provide past examples or prepare a print or video publication specific to a City issue or
program.
Provide details on how firm meets the minimum qualifications stated in this Main
document Section 3.
The details must be completed on this form, and shall not point to another document in
the respondents proposal.
Include your companys qualifications, financial stability, and resource depth.

PetersGroup Public Relations LLC is registered with the State of Texas
Debt-free business
Profitable for life of company with steady 20% growth year over year
Core team in place to consistently deliver for clients in Texas, US and other
geographies.
More than 100 independent agency partners worldwide via Worldcom Public
Relations Group
Sign below and return form with final submission.
I certify that our firm meets the minimum qualifications as stated in this Main document,
Section 3.
Lauren S. Peters
Signature
PetersGroup
Company
44
01.06.16
Date
01.07.15
ATTACHMENT B-SUBMISSION EXCEPTIONS
Any exceptions taken to this solicitation (including terms and conditions in
Exhibit 2, the General Provisions and Terms and Conditions) must be itemized on the
lines below.
Additional pages may be added as needed.
If there are no exceptions,
please sign where indicated at the bottom of the page.
Item #
Description
The above exceptions (and any additional pages identified) are the ONLY exceptions
to the specifications, General Provisions and Terms and Conditions in Exhibit 2, and sample
contract to this solicitation. I understand that the City may not accept additional exceptions
produced after final submission of this proposal.
_______________________
_____________________
_____________________
45
Signature
Company
Date
No Exceptions are taken to this solicitation or the General Provisions and
Terms and Conditions in Exhibit 2.
Lauren Peters
_______________________
PetersGroup
01.06.16
_____________________
_____________________
Signature
Company
46
Date
Not Applicable
47
01.07.15
01.07.15
Please describe at least five (5) reference projects completed in the past two (2) years that
are similar in nature and scope, which was created for an entity who is a similar in size as the City
of Denton.
Additional reference projects should be included, as needed, to cover the experience of individual
project team members. The following information shall be provided for each project:
Name of entity and project
Software products used to create media
Major features embraced
Project cost, start date, and current status
Number of months from project start to substantial completion
Name and contact information of client that the City can contact for verification and feedback,
along with that persons role in the project.
Name of entity: Patriots Point Museum in Charleston, South Carolina
Project Name: Tourist destination Patriots Point Branding
Description: The team oversaw the production of the main brand film which was emailed to
prospects and played for tourists who visit the USS Yorktown Museum in Charleston Harbor. With little
more than $60,000, he produced a dynamic and powerful tale of The Fighting Lady, that had to satisfy
military history experts and teens steeped in video games and content.
Software products used to create media: Worked with a video game animation company to
create the imagery.
Major features embraced: Email content development and distribution. Video including script
writing. Then sold to the Patriots Point Board, and produced the film using animation from Likely Story
in Austin, Texas and actual vintage footage.
Promotional advertising content, the ads, managed the social media traffic, visitor count, and
staged PR events.
https://vimeo.com/34979578
48
Project cost, start date, and current status: $60,000, completed.
Number of months from project start to substantial completion: Seven months
Name and contact information of client that the City can contact for verification and
feedback, along with that persons role in the project:
Sales Sis Reda
Director of Marketing
sreda@patriotspoint.org
843.971.5043
Role: project management
Name of entity: The City of North Myrtle Beach
Project name: The Fall Tourism Campaign
Description: The City of North Myrtle Beach needed a video and a carousel of photos for a
Spongecell digital media unit. In two weeks a camera crew filmed the resort in the northern Strand, took
lifestyle photography and delivered all the material in time. Over 67,000 impressions were made 1,700
room nights booked, 300 more than promised.
Software products used to create media: Adobe Premier Pro
Major features embraced: Video and a carousel of photos used in a Spongecell digital media
unit
Project cost, start date, and current status: Estimated $65,000
49
Number of months from project start to substantial completion: 3 months
Ralph Thompson
703.549.0335
Name of entity:
Project name: Register to Vote
Houston Votes
Description: A Citizens Group calling themselves Houston Votes was trying to increase the call
for Hispanic citizens to register and vote. The team managed a film production company based in Austin,
who wrote two TV spots to be played on local television and to be emailed to Hispanic Voters. It was
quite controversial and the talk value of the campaign added to its effectiveness. They estimated the
campaign moved 27,000 Hispanic voters to register.
Software products used to create media: Final Cut pro
Major features embraced: Email video campaign with a limited budget created high
production
Project cost, start date, and current status: $25,000, completed.
Number of months from project start to substantial completion: Two weeks
feedback, along with that persons role in the project: The organization does not exist anymore. Fred
Lewis was our contact. 512.636.1389.
50
Name of entity:
Project name: Formula One Expo Launch
Formula Expo
Description: We were engaged to create awareness around F1 to educate and engage Texas to
embrace the new sport landing in Austin for the next 10 years. Our team worked in tandem with the
Formula team, sponsors, alliances to create an Expo and a traveling music competition. The Campaign
exceeded attendance expectations attracting more than 10,000 people each of the weekend days preceding
the Formula 1 race. The campaign reached more than 6 countries and generated more than 10 million
media impressions. (sample clips can be provided upon request)
Software products used to create media: Final Cut pro, Photo Shop
Major features embraced: Email video and digital, social media campaign with a limited
budget
Project cost, start date, and current status: $150K each year. Completed.
Ian Weightman
Producer
Formula Expo
512.582.2002
Name of entity: Center for Child Protection
Project name: Brand Value and Capital Campaign
Description: Our team worked with the leadership team to establish a clear Message Map and
storyline to differentiate the organization from other child-focused entities. In parallel, we were engaged
to extend the Centers reach to new advocates to help generate $14M funding for a new campus to better
serve Central Texas children. The campaign included social, digital and traditional media, generating
more than 450 pieces of media coverage and resulting in the Center reaching its fundraising goal to
complete the facility.
51
Software products used to create media: Final Cut pro, Photo Shop
Major features embraced: Email video and digital, social media campaign with a limited
budget
Project cost, start date, and current status: $120K Completed.
Debbie Tate
Marketing Director
Center for Child Protection
512.402.4029
Additional Reference for United States Air Force Brand Campaign
Chris Geisel, Head of Public Affairs USAF Pentagon
chris.geisel@gmail.com
256 508 8310
52

01.07.15
08/01/2016 14:38:00
ATTACHMENT E-CONFLICT OF INTEREST QUESTIONNAIRE
53
CONFLICT OF INTEREST QUESTIONNAIRE -
For vendor or other person doing business with local governmental entity
This questionnaire reflects changes made to the law by H.B. 23, 84th Leg., Regular Sessio
FORM CIQ
This questionnaire is being filed in accordance with Chapter 176, Local Government Code, by a vend
who has a business relationship as defined by Section 176.001(1-a) with a local governmental entity and t
vendor meets requirements under Section 176.006(a).
By law this questionnaire must be filed with the records administrator of the local government entity
later than the 7th business day after the date the vendor becomes aware of facts that require the statemen
be filed. See Section 176.006(a-1), Local Government Code.
A vendor commits an offense if the vendor knowingly violates Section 176.006, Local Government C
An offense under this section is a misdemeanor.
Name of vendor who has a business relationship with local governmental entity.
Check this box if you are filing an update to a previously filed questionnaire.
(The law requires that you file an updated completed questionnaire with the appropriate filing autho
not later than the 7th business day after the date on which you became aware that the originally filed
questionnaire was incomplete or inaccurate.)
Name of local government officer about whom the information in this section is being
3 disclosed.
Name of Officer
54
This section, (item 3 including subparts A, B, C & D), must be completed for each officer with whom
vendor has an employment or other business relationship as defined by Section 176.001(1-a), Local
Government Code. Attach additional pages to this Form CIQ as necessary.
Is the local government officer named in this section receiving or likely to receive taxable income, o
than investment income, from the vendor?
Yes
No
Is the vendor receiving or likely to receive taxable income, other than investment income, from or a
the direction of the local government officer named in this section AND the taxable income is not received f
the local governmental entity?
Yes
No
Is the filer of this questionnaire employed by a corporation or other business entity with respect to
which the local government officer serves as an officer or director, or holds an ownership of one percent or
more?
Yes
No
D.
Describe each employment or business and family relationship with the local government off
named in this section.
XX
I have no Conflict of Interest to disclose. NONE
Lauren Peters
01.06.16
PetersGroup
Signature of vendor doing business with
the governmental entity
55
Date
01.07.15
ATTACHMENT F-ACKNOWLEDGEMENT
The undersigned agrees this submission becomes the property of the City of Denton
after the official opening.
The undersigned affirms he has familiarized himself with the specification, drawings,
exhibits and other documents; the local conditions under which the work is to be
performed; satisfied himself of the conditions of delivery, handling and storage of materials
and equipment; and all other matters that will be required for the work before submitting a
response.
The undersigned agrees, if this submission is accepted, to furnish any and all
items/services upon which prices are offered, at the price(s) and upon the terms and
conditions contained in the specification. The period for acceptance of this submission will
be 120 calendar days unless a different period is noted.
The undersigned affirms that they are duly authorized to execute this contract, that
this submission has not been prepared in collusion with any other respondent, nor any
employee of the City of Denton, and that the contents of this submission have not been
communicated to any other respondent or to any employee of the City of Denton prior to
the acceptance of this submission.
Respondent hereby assigns to the City any and all claims for overcharges associated
with this contract which arise under the antitrust laws of the United States, 15 USCA Section
1 et seq., and which arise under the antitrust laws of the State of Texas, Tex. Bus. & Com.
Code, Section 15.01, et seq.
The undersigned affirms that they have read and do understand the specifications,
all exhibits and attachments contained in this solicitation package.
The undersigned agrees that the solicitation package posted on the website are the
official specifications and shall not alter the electronic copy of the specifications and/or
pricing sheet (Exhibit 1), without clearly identifying changes.
The undersigned understands they will be responsible for monitoring the City of
Denton Purchasing Website at: http://www.cityofdenton.com/index.aspx?page=397 to

ensure they have downloaded and signed all addendum(s) required for submission with
their response.
I certify that I have made no willful misrepresentations in this submission, nor have I
withheld information in my statements and answers to questions. I am aware that the

information given by me in this submission will be investigated, with my full permission, and
that any misrepresentations or omissions may cause my submission to be rejected.
Acknowledge receipt of following addenda to the solicitation:
56
Addendum No 1 Dated __12.23.15__________Yes___________

Received _________________
Addendum No 2 Dated _12.19.15________Yes______________

Received _________________
Addendum No 3 Dated _12.30.15___________Yes___________

Received _________________
NAME AND ADDRESS OF COMPANY:
AUTHORIZED
REPRESENTATIVE:
____Lauren Peters_______________________________
Signature
Peters
___________________________________
Date
___________________________________
Name Lauren Peters
___________________________________
Title
Tel. No. __512.431.2938__________________________
Email. lauren@petersgrouppr.com
57
)1.06.16
CEO
Fax No.
Lauren
PurchasingDepartment
901-B Texas St.
Denton, TX 76209
(940) 349-7100
www.dentonpurchasing.com
ADDENDUM #C1
RFP # 6019
FOR CITY OF DENTONSE ONOMIC DEVELOPMENT
DIVISION
IssueDate: December 23, 2015

ResponsedueDateand Time(Central Time):
Thursday, J anuary 7, 2016, 11:00 a.m.
58
01.07.15
901-B Texas St.
Denton, TX 76209
(940) 349-7100
ADDENDUM #C2
RFP # 6019
DIVISION

59
01.07.15
901-B Texas St.
Denton, TX 76209
(940) 349-7100
ADDENDUM #C3
RFP # 6019
DIVISION

60
01.07.15
08/01/2016 14:38:00
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Denton RFP #6019 Response Submitted by PetersGroup

Solicitation number: RFP 6019

PetersGroup Public Relations LLC

7800 Shoal Creek, Ste. 100N, Austin, TX 78757

Contact name: Lauren Peters or Cristina Salinas

Contact phone: 512.431.2938 or 512.586.6955

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

Contact email: lauren@petersgroupPR.com and

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

To the City of Denton Selection Committee.

We are absolutely delighted to be pitching Denton, Texas. Between the

meet you. And thank God for small towns.

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

ATTACHMENT B-SUBMISSION EXCEPTIONS

Any exceptions taken to this solicitation (including terms and conditions

in Exhibit 2, the General Provisions and Terms and Conditions) must be

exceptions to the specifications, General Provisions and Terms and Conditions in

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

No Exceptions are taken to this solicitation or the General Provisions

and Terms and Conditions in Exhibit 2.

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

GOVERNMENT/COMPANY NAME: Samsung

CONTACT PERSON AND TITLE: Charmaine Winters, EVP Human Resources

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

GOVERNMENT/COMPANY NAME: USAF Pentagon

LOCATION: Pentagon, Air Force Section, Washington DC

CONTACT PERSON AND TITLE: Chris Geisel, Head of Public Affairs

TELEPHONE NUMBER: 256 508 8310

SCOPE OF WORK: Entire advertising recruitment campaign.

CONTRACT PERIOD: 2000-2007

TELEPHONE NUMBER: (512) 682-9300

SCOPE OF WORK: Global server monitoring campaign

CONTRACT PERIOD: June 2013 to June 2014

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

CONFLICT OF INTEREST QUESTIONNAIRE -

Government Code. An offense under this section is a misdemeanor.

Check this box if you are filing an update to a previously filed

RFP 6019 - Main Document

PetersGroup 7800 Shoal Creek, Ste. 100N Austin, TX 78757

income, other than investment income, from the vendor?

Tel. No. 512-431-2938________________________