ASSIGNMENTOF WORK TO VENDOR AGREEMENT FORM 1. This Agreemeatoameed he Agremsn ewes (0m Mewsgs, Ins (enor andthe Dallas ledependet Schoo Distt (Dior “Owns eee the Date exceto below by the Distr. 2 The Vendorand th Owner ase t amend hat eran peso se ort dtd February 26,2015, (he Conner oe “Agee” a falloms 3. The Proje): Approveden C¥-20680 Comprettsve Masking Serves, BD#E2272, On Message ine wl rode Seatepe Memapng sad Fagagemen Pas Please eb tached overview evokes are est ona mony bas and tami er mec Submit ace nd descpv moins fcr provied wo cco payable emu Acca ‘Total Baie Serle efor he signment of work = “ota cst 15000000 (One hundred fifty thousand Delars and Zar Cents) 4 Alltir provisos of the Contact sal emai i fil sad fe. Ten ted cn areas ‘ened i te Agroenct. The taal Sched for Perfrmane of Srvc ged bye sect Prof his Asinment of wk he Agrcmen. "Neither theexceto of his Contr: by he Dist or ny ther cont fay representative ofthe Dist ‘lang 1 the Contact shall be conde waiter of gover nus rea the Dstt. FORTHE VENDOR, FOR THE DISTRICTEND OFFORM OF AGREEMENT» onmessage atlas independent Scho! Disct CComprohonsive Mareting Serdces Engacerent May 1, 2018 Strategic Messaging and Positioning Engagement Value Leverage ur ciscptined mothodology te davelop, validate and package a cea, diferanated and consistent ‘message fr DISD to take to market Process By folowing our structured messaging development methodlogy we wil hep you const a comprehensive Messaging Piatform Pati oar, compeling end diferente, fs not sta dover agine or bent statment Its your entre story to through a platform acdonable messaging loots and sores athe foundation for ‘udenesintracon, ‘Strategie Messaging Alignment Session ‘Oniessage wit conduct a stalencallgrmant session wih you senor loadersip toa to surace cial business drives and ste ntatives that havo messaping/pesldoning implications. During hs eoesion we wil adress. a wide-ange of tpi incu Diet vision /migsion / values ‘Strategic natives and proties ‘Communty perceptions and concens lotemal stakeholder perceptions and concerns Grow drivers antispates areas of decine Key target ausionce pote dafistin Envrormenil/ tural barrers ‘Curent messaping concerns and agprations Mossaging Auait and Market Research \We wi aud your curentcommunicaton veces and exiting research materia to assess your messaging and marke opportuni, This wil nese > Audit of curnt communication vets > Rovow of any existing market or brig resoarch you have conducted > Rovow of elovant secondary resesrn, industry analyst reports and media coverage Messaging Interviews "Net, wo wil conduct comprehensive inarvewe across allertcal ares of your organization. During this intrview process we uncover sronghs, weaknesses polis of diference, needs and chalenges. Through ths process wo ‘nil gan firsthand insight no crital perceptans and surface solusons to formulate the most efacive messaging. smmendations Report ‘Afr the aust research and interviews are zomlele, we wil produce and presenta dacument ouining the ‘Sratoge fring and recommendation for mproving the ofan Your messaging, euding = _Tronds impacting target ausence behavior 2 Target audience motivations, needs ans barers 2 Intmal perceptions, strongthe and weaknesses > Postiening opportuni 3 Massaging ad postoning recommendationsx onmessage Deliverables ‘Based on our messaging research and analysis we wil produce the folowing Messaging Architecture and Platorm devereies Messaging Architecture ‘The Messaging Architecture consis of he core elements that makeup your story. Each element connects the stay inthe mindof you target audience and makos kt easlrforham to understand who you ae het yOu do, \what you srenghs are andthe value you delve antral and exaral stakeholders, ‘The Mossaging hchleture includes: Target azdioncedeiniton and insighs What you co (oluions and serces) Beno of hose solitons and services Reasona your audience should balve Key pens of etferonce ‘Value propestion brand promise Messaging porsonatty one / syle Messagig foundation sory dock (paragraph) Messaging Platform ‘Our Messaging Pato ensures that your organizations message Is strategically afgned wth your business and ‘hat your messagng is elevant, unique and consstnty deployed across all conymuncaio veces. Below 9 @ Isto tbe messaging tls and content wihin the Messaging ator: Short and Long-Form Messaging Story Decks: 100-word, 250-nord and 750-word versions of your ‘soy. Previds consistant corporate messaging based on desired degree of cota > Audience / Industry Specific Value Propositions: Vsiuepropositon are othe top 2-4 target ‘uence nvlved inthe buying process, > Elevator Pitch: Concise and conversational messaging hat ls your str nes than a minut, Enables el team members to readily and naturally convey your core message in a coneistont manner. > District Boer Plat: Bret, standardized copy to describe your organization and tory. Provides ‘consisten messaging for uso in pres oloases, catalogs, drome, event sponsorship, et > Visual Representation of Your Solution: Diagram that states the functionality and bene of he soliton oferng. Serves as the primary storyltang mage to quily and cleary communicate what you 0 and the value you celver. > Social Media Profle Messaging: Consstont massaging tobe used on al social mos tes to describe who you ge, what you do and he value you delve, > Quick Re'eronce Card: A simple, pocket-sized efeence piece that provides avery team mabe wth the core dements of your stoy. > Mandatory Messages: Priortizod lst of key mossages that must appear in every communication vei, Provides a consistot checks of key messages when the fl story fs nt fesse. Frequently Asked Questions and Answers: Authorized responses othe questions most commeniy ‘asked abet the Distt and what doas Enodis al team mombors fe repond to questions tna lear, ompaling an consistent manner hat ign wih your try.x onmessage > Standard Emall signature Positioning Line: Guidlines fr standard eral signature Inucing required potlloning and messaging content, > District Overview Presontation Messaging: Standars slide content to convey your organization’ ry, Provides a coniston ramewark or aetin the stage of wh you are, wal you do andi value you elven > Distict Collateral Messaging: Layoutseady messaping content that packages a deep- Program design > Intemalcommunicaton seategy ‘To make the cognitive connection between your employees and your story, our talning cuicuum structured to roid participates wih: > Context: We prove over cam member witha core understanding of what messaging he impactit has onthe District ard how it shouldbe used to create @ comping, sfarontate exper ce. > Knowledge: Your new massaging willbe packaged into consumsble content that proviesteam mombors wit the knoe they need tal your sory ona consistent basi > Internatztion: Team members wi have opportunites to efit on and connect wth your messaging £0 they can ly rtamatze te tory and how roles to the poston n te erganizaton > Personalization: Cuicalum wil be developed to ensure ndviuala understand how the messaging wll be used inthe conversations and comneetons trey have wth intel and extemal stakehotes, > Application: Classos wil educate team members onthe tools and content they can use to tng the story totem thor jobs each anc ovary day ‘ur traning experts leverage thes tochriques to develop antl raining curculum tht wl ensure your team has the knowedge and toas ey ned vo stay “on message” Doliverables > Organizations! Change and Curiculum Strategie Plan 2nd Commneatn / eunural Change seatege Planx onmessage n and Refinement Brand Standards Expan Value Provide strategic drecton on brand usage and systole appication to ensure consistony across al itor fand extemal communications Process “To ensure continay throughout District communication, we wil ollow our brand standards process, which Inetes > Discovery session > Creative drecton and agement > Expansion and renamont seatogy Deliverables. > Updated brand standards document Phase | Engagement Timing and Fee Structure ‘utes boow the work steams incded win phase tof hs engagement along wit payment tems Work Streams: ‘> Messaging /Postoning Development fer the Dist, > Algnmont/intograion of Messaging wih Vision and Boies / Values > Detned Goals / Objectives / Measurement for Menal/ Behavioral Change > Ofganzatons! Change and Curiculum Strategie Pian Intemal Communication Cultural Change Satgic Pian Brand Standards Expansion and Retnameont Payment Terms: ‘The rs payment of $75,000 (plus appicablesa0s taxis due May 11°, 2015 and the socond payment ot $75,000 (lus appicable sles tax) willbe due June 15,2018.