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HomeMy WebLinkAboutAlex Leust - Digital MarketingCover Letter Dear City Manager's Office, We are thrilled to submit this Statement of Interest on behalf of Aelieve Digital Marketing in response to the City of Iowa City's Request for Statement of Interest for project and program concepts under the American Rescue Plan Act (ARPA) funding opportunity. Our proposed project aligns with the goals and objectives of the Inclusive Economic Development Plan and the City Council Strategic Plan, and we are confident that it will significantly contribute to the economic growth, resilience, and inclusivity, of the Iowa City community. Our application emphasizes business support programs, featuring a comprehensive digital marketing solution designed to empower underrepresented businesses and entrepreneurs in Iowa City. Our primary aim is to foster inclusive economic growth and resilience for the BIPOC community through collaborative efforts, engagement, and state-of-the-art digital resources. The project's components include a Learning Management System (LMS) solution that offers accessible and interactive educational experiences, enabling small to medium sized businesses to acquire essential digital marketing skills. Additionally, we will develop a media gallery and a virtual community hub that promotes community resilience, inclusivity, and support for underrepresented businesses and entrepreneurs. As the lead applicant, Aelieve Digital Marketing is an Iowa City -based organization dedicated to making a positive impact on the local community. Our contact information is as follows: Aelieve Digital Marketing Alex Leust Sales Engineer Alex. leust@aelleve.com (319)432-0909 We eagerly anticipate the opportunity to contribute to the City's vision for inclusive economic development and growth. Thank you for considering our Statement of Interest. We are excited about the possibility of collaborating with the City of Iowa City and its partners to advance the goals of the Inclusive Economic Development Plan and the City Council Strategic Plan. Sincerely, Ryan Toth President Aelieve Digital Marketing General Description of Inclusive Economic Development Support Aelieve Digital Marketing presents the Inclusive Economic Development Support for Underrepresented Businesses and Entrepreneurs (ZEDS-UBE), a comprehensive business support program devised to cultivate inclusive economic growth, resilience, and empowerment in Iowa City. This initiative focuses on addressing the unique needs of the local Black, Indigenous, and People of Color (BIPOC) community while emphasizing the creation of successful new pathways for systematically marginalized populations. The primary objective of the IEDS-UBE is to offer affordable and accessible business development services, foster collaboration among local businesses, provide mentorship and training opportunities, and deliver technical assistance and financing options to underrepresented businesses and entrepreneurs in Iowa City. To achieve these goals, the project will establish partnerships with local organizations, implement customized support programs, and cultivate a safe and nurturing environment for small to medium sized businesses and entrepreneurs alike. Integrating a Learning Management System (LMS) Solution: To further bolster Media Production resources and digital marketing strategies, our project will incorporate a learning management system (LMS) solution. This comprehensive platform will provide participants with an accessible and interactive learning experience, facilitating the acquisition of vital digital marketing strategies and skills. The LMS will serve as a valuable resource, empowering IEDS-UBE of all sizes to capitalize on digital marketing strategies for business growth and expansion. The numerous benefits of the IEDS-UBE include increased economic opportunities, job creation, strengthened social connections, and enhanced access to resources and support for underrepresented businesses and entrepreneurs in Iowa City. Our project aligns with the goals delineated in the Inclusive Economic Development Plan and the City Council Strategic Plan, as it endeavors to promote economic development, social justice, and human rights through collaborative efforts and community engagement. By investing in the IEDS-UBE, the City of Iowa City will be taking a significant stride toward actualizing the objectives of the Inclusive Economic Development Plan and the City Council Strategic Plan. Through our pioneering approach, we are dedicated to creating a lasting impact on the community, fostering inclusive economic growth and resilience for the BIPOC community in Iowa City. Community Resilience In response to the ongoing COVID-19 pandemic, businesses and communities worldwide are seeking digital transformation as a means of facilitating economic recovery. Digital marketing applications play a vital role in this process by assisting businesses in digitizing their operations, enhancing their online presence, and engaging with their customers. Digital transformation entails integrating digital technology across all aspects of a business, leading to fundamental changes in operation and value delivery to customers. The pandemic has accelerated the demand for digital transformation, with businesses adapting to new challenges such as social distancing measures and diminished foot traffic. Learning Management System (LMS) Solution: To further enhance Media Production resources and digital marketing strategies, our project will incorporate a learning management system (LMS) solution. This comprehensive platform provides an accessible and interactive learning experience, enabling IEDS-UBE to acquire essential digital marketing skills. The LMS will serve as a valuable resource for IEDS-UBE, allowing them to harness digital marketing strategies for business growth and expansion. Establishing an Online Presence: Digital marketing applications offer the key benefit of helping businesses establish an online presence, particularly crucial for small and medium-sized enterprises (SMEs) that may lack resources for developing and maintaining digital marketing platforms. SMEs can utilize digital marketing applications to create websites, social media accounts, and other online profiles, connecting with customers and showcasing their products and services. Reaching New Audiences: Digital marketing applications also assist businesses in reaching new audiences and expanding their customer base. Through targeted advertising and search engine optimization (SEO), businesses can enhance their online visibility and attract customers who may not have discovered them otherwise. Streamlining Operations: Digital marketing applications can aid businesses in optimizing their operations and improving efficiency. Automating tasks such as customer service and sales enables businesses to allocate time and resources to other operational areas. Virtual Community Hub: The digital marketing LMS application and website offer an excellent opportunity for diversity and inclusivity by creating a virtual community hub fostering community resilience. Designing the application and website to be accessible and user-friendly for all backgrounds encourages a sense of belonging and community among users. The project team can promote inclusivity through diverse imagery and language in marketing materials and by soliciting feedback from a diverse group of stakeholders during the development process. This culture of diversity and inclusivity transforms the digital marketing application and website into a valuable resource for underrepresented businesses and entrepreneurs to connect, collaborate, and support each other virtually. In conclusion, digital marketing applications hold significant potential in helping businesses and communities recover from the COVID-19 pandemic. By promoting digital transformation and enabling businesses to establish an online presence, reach new audiences, streamline operations, and create a virtual community hub. These support economic recovery and contribute to building a more resilient community. Budget 1. Personnel: $110,000 Project manager: $10,000 Media Production Team: $60,000 Website development team: $40,000 2. Technology: $55,000 Software development and licensing fees (Incl. LMS Platform): $30,000 Hardware and equipment: $10,000 Cloud hosting and data storage: $10,000 Website development: $5,000 3. Marketing and Advertising: $10,000 Social media advertising: $5,000 Email marketing: $2,000 Print and digital marketing collateral: $2,000 Search engine optimization: $1,000 4. Miscellaneous expenses: $5,000 Legal and accounting fees: $2,500 Training and development: $2,500 Total: $180,000 This comprehensive budget allocates funding for personnel to effectively manage and execute the project, technology resources to develop and deploy the digital marketing platform, LMS solution, and website, and marketing and advertising initiatives to promote the platform, website, and virtual community hub. The ongoing annual cost for our proposed solution stands at a competitive $5,964 per year. We are committed to maintaining this price for the next decade, ensuring long-term affordability and predictability for the City of Iowa City. Following this 10-year period, we will conduct a review to assess any necessary adjustments to the cost structure. To provide additional assurance, we can incorporate a maximum percentage increase for the 10-year change into the legal verbiage of our agreement. This provision ensures that any adjustments to the annual cost after the initial decade will be reasonable and within the city's financial expectations. By offering a stable pricing structure, our goal is to contribute to the city's efforts in fostering inclusive economic growth and community resilience while minimizing financial uncertainties for the long-term success of the project. Additionally, miscellaneous expenses cover legal, accounting fees, and professional development to ensure the project's success and compliance. With this budget, our team will collaborate to deliver a robust digital marketing platform, LMS solution, and virtual community hub designed to support underrepresented businesses and entrepreneurs, fostering community resilience in the wake of COVID-19. Timeline Month 1 • Develop project plan and timeline • Conduct market research and identify target audience • Develop branding and design for the digital marketing platform, LMS solution, and website Month 2 • Develop website stagesite and user interface • Begin website and virtual community hub development • Research and select software for the digital marketing application and LMS solution • Develop marketing and advertising strategy Month 3 • Finalize website and virtual community hub development • Begin software development for the digital marketing platform and LMS solution • Develop marketing collateral and materials • Begin search engine optimization Month 4 • Complete software development for the digital marketing platform and LMS solution • Conduct user testing and gather feedback for the platform, LMS solution, and website • Launch the digital marketing platform, LMS solution, and website Month 5 • Launch marketing and advertising campaigns • Monitor and analyze user engagement and feedback • Make necessary adjustments and updates to the platform, LMS solution, and website based on feedback Month 6 • Evaluate the success of the project • Develop a plan for ongoing maintenance and updates to the platform, LMS solution, and website • Create a plan for measuring the long-term impact of the digital marketing platform, LMS solution, and website • Develop a strategy for sustaining and growing the project's impact beyond the initial 6-month period This timeline ensures a comprehensive and thorough development process, allowing the digital marketing platform, LMS solution, and website to be effective, user-friendly, and aligned with the community's needs. By launching the platform, LMS solution, and website in Month 4, the project team will have adequate time to market and promote the project, analyze user feedback, and make necessary updates and improvements in the final months of the project. Track Record Aelieve Digital Marketing is a premier digital marketing agency with a proven track record of success in assisting businesses of all sizes and industries in achieving their digital marketing objectives. With over 750 completed projects and 120 global clients, Aelieve boasts extensive experience in delivering inventive, efficient, and innovative digital marketing solutions to clients worldwide. A key aspect of Aelieve's success is its ability to deliver projects punctually and within budget, boasting a 97% on -time delivery rate and a 96% on -budget delivery rate. This exceptional performance demonstrates the agency's dedication to excellence, meticulous attention to detail, and focus on providing top-notch results for its clientele. Aelieve's expertise encompasses a broad range of digital marketing disciplines, including creative design, web design, marketing automations, reputation management, social media marketing, content marketing, digital advertising, Learning Management System (LMS) solutions,and more. The agency has collaborated with clients across diverse industries, such as non-profit, home services, research startups, financial services, law, medical, and more. The agency's commitment to diversity and inclusivity is evident in its ability to work with clients from various cultural backgrounds and industries. Aelieve understands that every business is unique and faces specific challenges, and it takes pride in offering tailored solutions that address each client's distinct requirements. In summary, Aelieve Digital Marketing serves as a trusted partner for businesses of all sizes anc backgrounds in the community, delivering comprehensive and effective digital marketing solutions, including LMS systems, that drive growth, engagement, and success. With a focus on excellence, innovation, and inclusivity, Aelieve is perfectly positioned to help community businesses achieve their digital marketing goals and thrive in the digital era. See Website for more Statement of Work The purpose of this project is to provide inclusive economic development support to underestimated businesses and entrepreneurs in Iowa City through a comprehensive Learning Management System (LMS) solution. The project, sponsored by Aelieve Digital Marketing, will involve the development of a digital marketing application and website that serves as an LMS platform, enabling businesses and entrepreneurs to digitize their operations, establish an online presence, and connect with customers in new and innovative ways. The project will be managed by a team consisting of a project manager, marketing specialist, and website developer. Scope of Work The scope of work for this project includes the following tasks and activities: • Conduct market research and identify target audience • Develop branding and design for the digital marketing application, website, and LMS platform • Develop website stagesite and user interface • Develop website, digital marketing application, and LMS platform • Develop marketing and advertising strategy • Create marketing collateral and materials • Integrate LMS features such as course creation, progress tracking, and user management • Conduct user testing for the digital marketing application, website, and LMS platform • Launch the digital marketing application, website, and LMS platform • Monitor and analyze user engagement and feedback • Make necessary adjustments and updates to the digital marketing application, website, and LMS platform Deliverables The deliverables for this project include the following: • Completed digital marketing application, website, and LMS platform • Branding and design materials for the digital marketing application, website, and LMS platform • Media production gallery inside of LMS • Marketing and advertising collateral and materials • User testing and feedback reports • Final project report and recommendations for ongoing maintenance and updates to the digital marketing application, website, and LMS platform Timeline The timeline for this project is 6 months, beginning on May 15, 2023, and ending on November 15, 2023. The project will be divided into the following phases: Phase 1: Planning and Design (Month 1-2) Phase 2: Development (Month 3-4) Phase 3: Launch and Marketing (Month 5) Phase 4: Maintenance and Evaluation (Month 6) Resources The resources required for this project include: • Account manager • Media Production Team • Website development team • Software development and licensing fees • Hardware and equipment • Cloud hosting and data storage • Marketing and advertising expenses • Legal and accounting fees Assumptions and Dependencies This project is dependent on the availability of the project team and external resources, such as software and hardware. Assumptions for this project include the availability of funding and support from the community, and the willingness of businesses and entrepreneurs to adopt digital marketing strategies and use the digital marketing application, website, and LMS platform. Terms and Conditions Terms and conditions for this project will be outlined in a separate agreement between Aelieve Digital Marketing and any external parties involved in the project, such as vendors or contractors. These may include payment terms, confidentiality agreements, or intellectual property rights. Conclusion In conclusion, Aelieve Digital Marketing is dedicated to supporting the City of Iowa City's vision of inclusive economic development, as outlined in the American Rescue Plan Act (ARPA) and the Strategic Plan. Our proposed project aligns with the city's objectives by providing comprehensive digital marketing solutions and a tailored Learning Management System (LMS) to underrepresented businesses and entrepreneurs in Iowa City. This project will empower BIPOC-owned businesses, foster inclusive economic growth, and contribute to community resilience in the face of the ongoing challenges posed by the COVID-19 pandemic. By collaborating with the City of Iowa City, its partners, and the local community, we aim to execute the recommendations of the Inclusive Economic Development Plan in a manner that aligns with the values and goals of the adopted Strategic Plan. Our extensive experience and commitment to diversity and inclusivity make us an ideal partner to help bring these strategic objectives to fruition. We appreciate the opportunity to submit this Statement of Interest and are eager to contribute to the City's efforts in cultivating a strong entrepreneurial and small to medium sized business ecosystem. Together, we can build long-term support and wealth -building opportunities for systematically marginalized populations, fostering a more equitable and resilient Iowa City for all its residents. Thank you for your consideration, and we look forward to the potential collaboration with the City of Iowa City and its partners in advancing the goals of the Inclusive Economic Development Plan and the City Council Strategic Plan. Sincerely, Ryan Toth President Aelieve Digital Marketing