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STRATEGIC
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ORLANDO SANFORD INTERNATIONAL AIRPORT
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THE CITY OF SANFORD
PROPOSAL FOR PUBLIC RELATIONS
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January 29, 2004
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k I N 1 H Larry A. Dale
President and CEO n
Sanford Airport Authority
1200 Red Cleveland Blvd.
Sanford, FL 32773
Dear Larry:
We are truly excited to present to you this economic development and
media relations proposal. This should serve as an outline of the services and
expertise that Mica McCormick Strategic Partners offers.
We at Mica McCormick Strategic Partners have enjoyed teaming more
about both the Orlando Sanford International Airport and the City of Sanford.
We have taken the knowledge and insight you have provided and attempted to
create a working outline of the tasks we will enlist to tackle your issues and
challenges. Of course, we are open to any additional suggestions or
requirements that either organization feels are necessary to a successful
campaign.
Thank you in advance for your consideration of this proposal. We look
forward to the opportunity to work for you.
D'Anne Mica
Mica McCormick Strategic Partners
37 N. Orange Avenue
Suite 500
Orlando, FL 32801
407.926.4102 phone
407.962.4103 fax
ww..m ica mcco rm ick.com
info@micamccormick.com
MICA MCCORMICK STRATEGIC PARTNERS
Our main objective: To matzmi�Ze clients' nfihililp lhrough all resources.
Making connections through the correct channels to reach target audiences.... Be it the masses or a
select group of governmental agencies, Nlica McCormick Strategic Partners will create and cultivate
relationships between corporations, communities, government and civic organizations. Messages
your public will hear and understand, through channels they will listen to from sources they trust.
Mica McCormick Strategic Partners is more than just media relations. Mica McCormick is an
economic development resource for public /private partnerships seeking to create new investments,
jobs and opportunities for communities in combination with effective communications tools.
We offer a very high level of practical experience, know -how, contacts, and confidentiality. Clients
must know that working with Mica McCormick Strategic Partners is a professional way to develop
new and existing business.
We are a strategic partnership with proven leadership and success in quality economic growth and
message placement. That combined with a life long background in Florida politics and careers in
fundraising, marketing, and broadcast journalism gives Nfica McCormick Strategic Partners an edge
in taking on any company's challenges. Our experience is unmatched.
RELATED EXPERIENCE
The parent company of Nlica McCormick, The McCormick agency of Jacksonville, Florida, has a
long history of supporting county and city governments and public entities with public and media
relations services. The agency serves as Mica NlcComlick's sister agency in North Florida and offers
additional resources to enhance our own.
The McCormick Agency assisted JaxPort and the City of Jacksonville with the successful 2001 split
of the sea port and airports into two separate authorities. The communications plan included
successfully gaining buy -in from the local communities, government leaders and media.
After the successful split, which was in progress when the September 11"' attacks occurred, The
McCormick Agency became the sole public, community and media relations consultants for the new
Jacksonville Airport Authority. Our founder, Paul J. McCormick assisted in communicating the
September 11' shutdown of the Jacksonville International Airport and subsequently, the agency
staffed the Airport Authority with a full-time public relations professional for nearly a year after the
attacks. The agency gained unprecedented experience in crisis and media communications during
this time... knowledge that will benefit the Sanford Airport Authority.
ANALYSIS
Sanford is an attractive location not only for people to live, work and play but just as significantly to
visit. The city has a rich history, and is rapidly becoming the place to be in the future. For example,
the Orlando Sanford International Airport offers exceptional service, aviation facilities and a
location that offers easy access to Central Florida's most popular destinations, most importantly the
City of Sanford. In addition, the city is growing and becoming a destination in itself and a desirable
community in which to start a new business or a family.
There are a number of ways we will promote Orlando Sanford International Airport and the City of
Sanford. To your credit, both entities have a strong base from which we may start our process.
With a solid plan, the Orlando Sanford International Airport and the City of Sanford will experience
heightened awareness in the communities it serves as well as with its targeted audiences. We never
pretend to know it all; therefore your input and contacts will be essential to making this process
even more successful.
PREMISE
At Mica McCormick, we believe the best strategy to working with the media or community is to be
proactive, instead of reactive. We will help the Orlando Sanford International .Airport and the City
of Sanford effectively communicate the positive aspects, happenings and events that build a stronger
image. This aggressively proactive community and public relations strategy will result in optimal
positive exposure for both entities.
Our strategies include educating the target audiences, building relationships and generating interest.
TARGET AUDIENCES /MARKET
0 Passengers in 5 target cities identified by Orlando Sanford International Airport
0 Leisure, tourism and recreation markets
0 Current and prospective small business owners
0 Current and prospective large business entities
0 Targeted media
0 Current residents
0 Airport users and prospective airport users
0 General aviation industry
2
I. PUBLIC RELATIONS
We believe that every solid, successful public relations plan begins with open lines of
communication between the client and the public relations counselors. The following tasks and
activities should serve as an outline of how Mica McCormick Strategic Partners will accomplish you
public relations goals:
A. Orlando Sanford International Airport
0 Identify 5 target markets to promote Orlando Sanford International Airport, generating
interest and passengers.
0 Build a working relationship with the local media in targeted media outlets with the initial
focus on non - traditional angles — there's more to the airport than airplanes and passengers.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: new service announcements, non - aviation growth at Orlando Sanford International
Airport and other developments.
0 Support, enhance and build on efforts by Product Marketing Group during and after
completion of its campaign.
0 assess and analyze current public relations activities and create a timehne and
comprehensive proactive media relations plan to meet your goals.
0 Attend regularly - scheduled staff meetings; implement regularly- scheduled public relations
update and strategy meetings with staff.
0 Develop a list of proactive story ideas that can be pitched verbally or via press release to
media.
B. City of Sanford
0 Promote the City as a destination not just a pass through point on the way to Disney and
Daytona generating tourism dollars for downtown merchants, restaurants and Sanford's
hotels.
0 Generate media coverage on the City of Sanford in target cities as identified by Orlando
Sanford International Airport.
0 arrange for Official visits to target cities by the mayor and other hi- profile individuals,
building relationships with cities where OSI passengers originate.
0 Capture approximately 5 to 10 percent of passengers arriving from the designated target
cities to shop, eat and stay in Sanford.
0 Take a proactive approach to growing awareness of the economic impact of growth in the
City of Sanford among targeted audiences throughout Central Florida and desired business
outside of the area.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: positive impact of redevelopment in Sanford, business development and new and
exciting residential developments.
0 Attend regularly - scheduled staff meetings; implement regularly- scheduled public relations
update and strategy meetings with staff.
0 Develop a fist of proactive story ideas that can be pitched verbally or via press release to
media.
0 assist in identifying current issues and challenges relating to the public and business
communities' perception of the City of Sanford.
0 Host media tours to highlight the City of Sanford.
4
COMPENSATION
For rendering Public Relations services, Mica McCormick proposes a set monthly retainer fee of
55000 a month for eight (8) months starting April 2004 through November 30, 2004.
The City of Sanford and the Sanford Airport Authority are each responsible for half of the contract
price of S40,000, not to exceed $20,000 each.
In addition to negotiated fees and monthly retainer, all pre- approved expenses (rental equipment,
travel, courier service, long distance phone/ fax, mileage, etc.) will be billed at a 15 o agency fee.
Television coverage acquired by the agency will be available upon request at $55 per clip.
We respectfully submit this proposal of services to Sanford Airport :Authority. If there are other
public relations activities that need to be accomplished, we are open to any and all additions to the
above list of tasks.
IN SUMMARY:
Again let me stress our excitement for becoming your economic development and public relations
partner. I want to remind you that we can be reached at the office, on mobile phones or even at
home. When you need us we are available because we pride ourselves on paying personal attention
to our clients.
We look forward to the challenges that lie ahead and we eagerly await the opportunity to work with
vou.
Please silty contract below to begin:
, z z � 4 a
arry Date, President
Sanford Airport Authority
D'Anne Mica, Partner
Mica McCormick Strategic Partners
Al Grieshaber, y M
Citanage
City of Sanford
C ity of S anford, Florida
P.O. Box 1788 • 32772 -1788 • (407) 330 -5608 • (407) 330 -5606 FacsimUe
Office of the Cit CLd, March 24, 2004
Janet R. Dougherty, CMC
Mr. Larry A .Dale
President and CEO
Sanford Airport Authority
1200 Red Cleveland Boulevard
Sanford, FL 32773
Dear Mr. Dale:
At Regular Meeting on March 22, 2004, the City Commission approved the economic
development and media relations proposal from Mica McCormick Strategic Partners. I am
enclosing the original contract for your execution on behalf of the Sanford Airport Authority,
please return it to me for further processing.
Thank you, and, as always, if you have any questions, do not hesitate to call me.
Sincerely,
Janet R. Dougherty, CMC
City Clerk
jd
Enclosure
"The Frietidly City"
MICA
MCCORMI
STRATEGIC'
PARTNERS
ORLANDO SANFORD INTERNATIONAL AIRPORT
AND
THE CITY OF SANFORD
PROPOSAL FOR PUBLIC RELATIONS
f
January 29, 2004
MICA
NICCORMICK
51 RAFEGIt
PA R 1 N I, k s
Larry A. Dale
President and CEO
Sanford Airport Authority
1200 Red Cleveland Blvd.
Sanford, FL 32773
Dear Larry:
We are truly excited to present to you this economic development and
media relations proposal. This should serve as an outline of the services and
expertise that Mica McCormick Strategic Partners offers.
We at Mica McCormick Strategic Partners have enjoyed learning more
about both the Orlando Sanford International Airport and the City of Sanford.
We have taken the knowledge and insight you have provided and attempted to
create a working outline of the tasks we will enlist to tackle your issues and
challenges. Of course, we are open to any additional suggestions or
requirements that either organization feels are necessary to a successful
campaign.
Thank you in advance for your consideration of this proposal. We look
forward to the opportunity to work for you.
D'Anne Mica
Mica McCormick Strategic Partners
37 N. Orange Avenue
Suite 500
Orlando, FL 32801
407.926.4102 phone
407.962.4103 fax
w w..m icamccorm ick.com
info@micamccormick.com
MICA MCCORMICK STRATEGIC PARTNERS
Our main objective: To maximise clients'visibility tbrougb all resources
Making connections through the correct channels to reach target audiences.... Be it the masses or a
select group of governmental agencies, Mica McCormick Strategic Partners will create and cultivate
relationships between corporations, communities, government and civic organizations. Messages
your public will hear and understand, through channels they will listen to from sources they trust.
Mica McCormick Strategic Partners is more than just media relations. Mica McCormick is an
economic development resource for public /private partnerships seeking to create new investments,
jobs and opportunities for communities in combination with effective communications tools.
We offer a very high level of practical experience, know -how, contacts, and confidentiality. Clients
must know that working with Mica McCormick Strategic Partners is a professional way to develop
new and existing business.
We are a strategic partnership with proven leadership and success in quality economic growth and
message placement. That combined with a life long background in Florida politics and careers in
fundraising, marketing, and broadcast journalism gives Mica McCormick Strategic Partners an edge
in taking on any company's challenges. Our experience is unmatched.
RELATED EXPERIENCE
The parent company of Mica McCormick, The McCormick Agency of Jacksonville, Florida, has a
long history of supporting county and city governments and public entities with public and media
relations services. The agency serves as Mica McCormick's sister agency in North Florida and offers
additional resources to enhance our own.
The McCormick Agency assisted JaxPort and the City of Jacksonville with the successful 2001 split
of the sea port and airports into two separate authorities. The communications plan included
successfully gaining buy -in from the local communities, government leaders and media.
After the successful split, which was in progress when the September 11" attacks occurred, The
McCormick Agency became the sole public, community and media relations consultants for the new
Jacksonville Airport Authority. Out founder, Paul J. McCormick assisted in communicating the
September 11" shutdown of the Jacksonville International Airport and subsequently, the agency
staffed the Airport Authority with a full-time public relations professional for nearly a year after the
attacks. The agency gained unprecedented experience in crisis and media communications during
this time... knowledge that will benefit the Sanford Airport Authority.
ANALYSIS
Sanford is an attractive location not only for people to live, work and play but just as significantly to
visit. The city has a rich history, and is rapidly becoming the place to be in the future. For example,
the Orlando Sanford International Airport offers exceptional service, aviation facilities and a
location that offers easy access to Central Florida's most popular destinations, most importantly the
City of Sanford. In addition, the city is growing and becoming a destination in itself and a desirable
community in which to start a new business or a family.
There are a number of ways we will promote Orlando Sanford International Airport and the City of
Sanford. To your credit, both entities have a strong base from which we may start our process.
With a solid plan, the Orlando Sanford International Airport and the City of Sanford will experience
heightened awareness in the communities it serves as well as with its targeted audiences. We never
pretend to know it all; therefore your input and contacts will be essential to making this process
even more successful.
PREMISE
At Mica McCormick, we believe the best strategy to working with the media or community is to be
proactive, instead of reactive. We will help the Orlando Sanford International Airport and the City
of Sanford effectively communicate the positive aspects, happenings and events that build a stronger
image. This aggressively proactive community and public relations strategy will result in optimal
positive exposure for both entities.
Our strategies include educating the target audiences, building relationships and generating interest.
TARGET AUDIENCES /MARKET
0 Passengers in 5 target cities identified by Orlando Sanford International Airport
0 Leisure, tourism and recreation markets
0 Current and prospective small business owners
0 Current and prospective large business entities
0 Targeted media
0 Current residents
0 Airport users and prospective airport users
0 General aviation industry
iui_ tKil
I. PUBLIC RELATIONS
We believe that every solid, successful public relations plan begins with open lines of
communication between the client and the public relations counselors. The following tasks and
activities should serve as an outline of how Mica McCormick Strategic Partners will accomplish you
public relations goals:
A. Orlando Sanford International Airport
0 Identify 5 target markets to promote Orlando Sanford International Airport, generating
interest and passengers.
0 Build a working relationship with the local media in targeted media outlets with the initial
focus on non - traditional angles — there's more to the airport than airplanes and passengers.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: new service announcements, non - aviation growth at Orlando Sanford International
Airport and other developments.
0 Support, enhance and build on efforts by Product Marketing Group during and after
completion of its campaign.
0 Assess and analyze current public relations activities and create a timeline and
comprehensive proactive media relations plan to meet your goals.
0 Attend regularly- scheduled staff meetings; implement regularly - scheduled public relations
update and strategy meetings with staff.
0 Develop a list of proactive story ideas that can be pitched verbally or via press release to
media.
B. City of Sanford
0 Promote the City as a destination not just a pass through point on the way to Disney and
Daytona generating tourism dollars for downtown merchants, restaurants and Sanford's
hotels.
0 Generate media coverage on the City of Sanford in target cities as identified by Orlando
Sanford International Airport.
0 Arrange for Official visits to target titles by the mayor and other hi- profile individuals,
building relationships with cities where OSI passengers originate.
0 Capture approximately 5 to 10 percent of passengers arriving from the designated target
cities to shop, eat and stay in Sanford.
0 Take a proactive approach to growing awareness of the economic impact of growth in the
City of Sanford among targeted audiences throughout Central Florida and desired business
outside of the area.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: positive impact of redevelopment in Sanford, business development and new and
exciting residential developments.
0 Attend regularly- scheduled staff meetings; implement regularly- scheduled public relations
update and strategy meetings with staff.
0 Develop a list of proactive story ideas that can be pitched verbally or via press release to
media.
0 Assist in idendf}ing current issues and challenges relating to the public and business
communities' perception of the City of Sanford.
0 Host media tours to highlight the City of Sanford.
4
COMPENSATION
For rendering Public Relations services, Mica McCormick proposes a set monthly retainer fee of
$5000 a month for eight (8) months starting April 2004 through November 30, 2004.
The City of Sanford and the Sanford Airport authority are each responsible for half of the contract
price of $40,000, not to exceed $20,000 each.
In addition to negotiated fees and monthly retainer, all pre- approved expenses (rental equipment,
travel, courier service, long distance phone/ fax, mileage, etc.) will be billed at a 15% agency fee.
Television coverage acquired by the agency will be available upon request at $55 per clip.
We respectfully submit this proposal of services to Sanford Airport Authority. If there are other
public relations activities that need to be accomplished, we are open to any and all additions to the
above list of tasks.
IN SUMMARY:
Again let me stress our excitement for becoming your economic development and public relations
partner. I want to remind you that we can be reached at the office, on mobile phones or even at
home. When you need us we are available because we pride ourselves on paying personal attention
to our clients.
We look forward to the challenges that he ahead and we eagerly await the opportunity to work with
you.
Please sign contract below to begin:
Larry Dale, President
Sanford Airport Authority
r
M Grieshaber, City Maria
City of Sanford
D'Anne Mica, Partner
Mica McCormick Strategic Partners
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Making connections through the correct channels to reach target audiences.... Be it the masses or a
select group of governmental agencies, Mica McCormick Strategic Partners, LLC will create
and cultivate relationships between corporations, communities, government and civic
organizations. Messages your public will hear and understand, through channels they will listen to
from sources they trust.
Mica McCormick Strategic Partners is more than just media relations. Mica McCormick is an
economic development resource for public /private partnerships seeking to create new investments,
jobs and opportunities for communities in combination with effective communications tools.
We offer a very high level of practical experience, know -how, contacts, and confidentiality. Clients
must know that working with Mica McCormick Strategic Partners is a professional way to develop
new and existing business.
We are a strategic partnership with proven leadership and success in quality economic growth and
message placement. That combined with a life long background in Florida politics and careers in
fundraising, marketing, and broadcast journalism gives Mica McCormick Strategic Partners an edge
in taking on any company's challenges. Our experience is unmatched.
RELATED EXPERIENCE
The parent companies of Mica McCormick, The McCormick Agency and Agency Approval and
Development, both of Jacksonville, Florida, have a long history of supporting county and city
governments and public entities with a wide scope of services. Both agencies serve as Mica
McCormick's partners in North Florida and offer additional resources to enhance our own.
THE MCCORMICK AGENCY, INC.
Very simply, we feel that the McCormick Agency has, and delivers, the best working relationships
with the local media and government. Our contacts, friendships and the trust and credibility we
have with general managers, assignment editors, reporters, etc. enable our agency to generate more
free media than any other competing firm in town. And through our years of work in and around
the political arenas, we have also developed an unmatched network of contacts from City Hall to
Capitol Hill. With the combination of these relationships and our professional ability to produce
creative and successful PR strategies, the McCormick Agency is primed to benefit clients in the
public, private, corporate, governmental or charitable arenas.
As a more informal means of intmducfion ... We're fun to work with, we love a challenge and we love to see
out clients get positive reaction in the papers, on the news and in the halls of government. We
know all of the players. The McCormick Agency specializes in spinning media, opening doors that
may otherwise be closed and, as circumstances dictate, deflecting attention from one area to refocus
on another. And unlike some of the larger firms, we will be prepared to handle any need or
emergency any place, any time. We are not one of those agencies that just shows up on invoice
day ... we are very visible, very active and very accessible. When you hire us, it's us at every turn and
every issue.
AGENCY APPROVAL AND DEVELOPMENT
Formed in 1991, AA &D combines more than 20 years of economic development expertise and
experience of James H. Gilmore and James J. Catlett. The agency is an economic development
resource specializing in the creation of public /private partnerships that produce new investments,
new jobs and new opportunities. Acting with the highest standard of integrity and participation only
in projects that benefit both the public and private partners, AA &D helps projects succeed by
offering a host of development services.
Agency Approval and Development can provide key expertise in:
♦ Project Analysis
♦ Redevelopment strategic planning
♦ Establishment of Community Redevelopment programs
♦ Defining market opportunities
♦ Land use and design guideline review
♦ Economic feasibility analysis
♦ Land use and record research for development and redevelopment
The firm's projects include commercial, industrial, retail, residential and transportation
developments at the local, state, national and international levels.
OUR TEAM
Paul J. McCormick, Partner
Widely known in North Florida and along the eastern coast of the United States, Paul has
built the political careers of dozens of our local state, city and national public servants and served as
a public relations and marketing specialist for hundreds of business, government and not - fox -profit
clients.
As president and owner of The McCormick Agency for more than 16 years, Paul is
responsible for the creative process behind the company's PR strategies and for developing and
continuing beneficial relationships in the business, political and media worlds.
James H. Gilmore, Jr., Partner
Jim has a long and successful history of guiding economic development projects to fruition.
His career spans more than 20 years, with multiple accomplishments and the enlistment and
coordination of nearly $2 billion in redevelopment projects. Jim has been president of AA &D since
1987.
Jim has extensive experience in planning, permitting and development for public and private
clients with key expertise in redevelopment strategic planning, defining market opportunities, land
use and design guideline review, economic feasibility analysis, public financing, developer
identification and selection, and land use and record research for developments.
Before founding AA &D, Jim worked as a project manager with the Broadway Project
Corporation in Louisville. There, his responsibilities were to direct and implement planning and
development activities. He also served as the Executive Director of the Jacksonville Downtown
Development Authority. Jim created Florida's first successful Community Redevelopment Plans,
Florida's first effective Tax Increment Districts, and Florida's first major Development of Regional
Impact and Development Orders by public organizations.
Jim received a B.A. in Political Science from the University of Louisville.
James J. Catlett, Partner
Jim has more than 24 years of economic development experience, with significant
experience as a planning and development consultant specializing in urban and regional economic
development project. He is a Certified Economic Development Professional by the National
Development Council. Jim joined AA &D in 1992.
Jim has had extensive interfaces with state, regional and local agencies on numerous
development projects.
Before joining AA &D, Jim was the Executive Director of the Northeast Florida Regional
Planning Council. Jim also served on the staffs of the Jacksonville Downtown Development
Authority and the Clay County Board of County Commissioners. He received a B.A. in Political
Science form the University of Florida.
D'Anne Mica, Partner
D'Anne comes to The McCormick Agency from WKMG -TV 6 in Orlando, Florida where
she worked as a news producer and assignment manager. Before moving home to Orlando, D'Anne
lived and worked in Washington, DC, as a fundraiser for the Republican National Committee and
more recently for US Airways in their Sales and Marketing department.
D'Anne is responsible for opening and growing The McCormick Agency's Central Florida
operations. With her combination of media experience and extensive political and corporate
backgrounds, D'Anne is prepared to take on any client's challenge. Her work on all sides of the
Public Relations spectrum brings a unique perspective to the Agency.
A Winter Park, Florida native, D'Anne earned a Bachelor's of Science in Communications
from Appalachian State University in Boone, North Carolina.
THE MCCORMICK AGENCY STAFF MEMBERS
Teresa Eichner, Senior Vice President
Teresa has been involved in every area of The McCormick Agency from the administrative side to
being the lead account executive. Teresa has worked on all of our high profile political campaigns
including local, state and national races. She possesses a high level of organizational skills and
creative ability on both the graphic design end and the human - interest aspect. Aside from campaign
work, Teresa also provides diversity to the agency with her variety of clientele. Teresa's hard work
and dedication along with her proactive thinking makes her a valuable asset on all accounts.
Maria Coppola, Senior Vice President
Maria joined The McCormick Agency in April 2000, after nearly eight years in radio and television
news. Maria has extensive knowledge of the broadcast media in Northeast Florida. This knowledge,
combined with her media relationships, makes her an asset to the agency. As a former television
news manager, Maria can find the best focus to bring positive attention for your event, business or
organization. Maria holds a Bachelor of Science degree in telecommunication from the University
of Florida College of Journalism and Communications. Maria works diligently to find creative and
innovative stories among her clients to gain positive exposure. Maria has worked on high profile
projects with the following clients: The Jacksonville Airport Authority; Harrell & Johnson, P.A. and
The Spence family of companies, including The Shipyards Project and ICS Logistics.
Cecily Sorensen, Account Executive
Cecily has worked for the agency since fall 2001, during which she has handles high profile statewide
and national clients like American Express Financial Advisors and Firehouse Subs Restaurant
Group. Cecily offers our agency a fresh and innovative approach to public relations, bringing us
new and creative ideas. Cecily holds both a master's degree in communication and a Bachelor of
Science degree in communication from Florida State University. Cecily has an extensive knowledge
of every facet of work we perform at the agency, and our clients appreciate her enthusiasm and
professionalism.
Rachel Kaltenbach, Account Executive
Rachel has been with the agency since the summer 2002 after completing a successful term as a
public relations intern. Rachel brings enthusiasm and a new perspective to the agency. She holds a
Bachelor of Science degree in communications from the University of North Florida with a minor in
political science. Rachel has worked with clients such as the Police Athletic league, the NFL
Retired Players Association, the Environmental Protection Board and Gallery Bistro. Through hard
work and professionalism, Rachel works to ensure her clients receive maximum media attention.
Joseph Gallina, Junior Account Executive
Joey recently joined us after a successful internship in the spring of 2003.
He holds a Bachelor of Science degree in communications from the University
of North Florida. Joey has worked with clients such as Arvida /St. Joe,
Junior Achievement and Gateway Community Services, Inc. With his continued
hard work and determination, Joey strives to bring the most to the table for
his clients.
Tammy Honeycutt, Executive Assistant
Tammy is considered the "glue" in our office. She possesses a keen sense of urgency when urgency
is required and has excellent telephone and interpersonal skills. Our clients both respect and
appreciate her professionalism and personality. In addition to the above, one of the strong suits of
our management team is our extensive personal involvement in the community. Paul sits on the
boards of several major not - for - profits in Jacksonville and, as is representative of the culture of this
agency, the entire staff of The McCormick Agency is actively involved as volunteers.
THE MCCORMICK AGENCY CLIENT LIST:
American Express Financial Advisors
Amsterdam Sky Cafe
Another Cool Idea
Arvida
Avenues Walk Project
Bh &R
Bill Sundstrom /Intercoastal Utilities
The Clarkson Company
Clay County Chamber Of Commerce
Daniel
Ddi /Parc Group
Dignity U Wear
Environmental Protection Board
Firehouse Subs
First Guaranty Bank
Florida Coastal School Of Law
Garage Tek
Gate Petroleum
Gateway Community Services
Harrell & Johnson
The Hutson Companies
Ics Logistics
Improvjacksonville
Spence Trilegacy Foundation
Jacksonville Chamber Of Commerce
Jacksonville Zoo
Jewish Family & Community Services
Joi
Junior Achievement
Justice Coalition
Ms Society
Police Athletic League
Pbv Architecture
Safari Club
Skanska
Sleiman Enterprises
Sonny's Barbeque
Trevett Companies
MICA
MCCORMICK
STRATEGIC
Iii "e�MW
ORLANDO SANFORD INTERNATIONAL AIRPORT
PROPOSAL FOR PUBLIC RELATIONS
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MICA
MCCORMICK
STRATEGIC
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ORLANDO SANFORD INTERNATIONAL AIRPORT
PROPOSAL FOR PUBLIC RELATIONS
MICA MCCORMICK STRATEGIC PARTNERS
Our main objective: To maximize dients'visibility through all nsounes.
Making connections through the correct channels to reach target audiences.... Be it the masses or a
select group of governmental agencies, Mica McCormick Strategic Partners will create and cultivate
relationships between corporations, communities, government and civic organizations. Messages
your public will hear and understand, through channels they will listen to from sources they trust.
Mica McCormick Strategic Partners is more than just media relations. Mica McCormick is an
economic development resource for public /private partnerships seeking to create new investments,
jobs and opportunities for communities in combination with effective communications tools.
We offer a very high level of practical experience, know -how, contacts, and confidentiality. Clients
must know that working with Mica McCormick Strategic Partners is a professional way to develop
new and existing business.
We are a strategic partnership with proven leadership and success in quality economic growth and
message placement. That combined with a life long background in Florida politics and careers in
fundraising, marketing, and broadcast journalism gives Mica McCormick Strategic Partners an edge
in taking on any company's challenges. Our experience is unmatched.
RELATED
The parent company of Mica McCormick, The McCormick Agency of Jacksonville, Florida, has a
long history of supporting county and city governments and public entities with public and media
relations services. The agency serves as Mica McCormick's sister agency in North Florida and offers
additional resources to enhance our own.
The McCormick Agency assisted JaxPort and the City of Jacksonville with the successful 2001 split
of the sea port and airports into two separate authorities. The communications plan included
successfully gaining buy -in from the local communities, government leaders and media.
After the successful split, which was in progress when the September 11" attacks occurred, The
McCormick Agency became the sole public, community and media relations consultants for the new
Jacksonville Airport Authority. Our founder, Paul J. McCormick assisted in communicating the
September 11" shutdown of the Jacksonville International Airport and subsequently, the agency
staffed the Airport Authority with a full-time public relations professional for nearly a year after the
attacks. The agency gained unprecedented experience in crisis and media communications during
this time... knowledge that will benefit the Sanford Airport Authority.
ANALYSIS
Sanford is an attractive location for people to live, work and play. The city has a rich history, but is
becoming the place to be in the future. For example, the Orlando Sanford International Airport
offers exceptional service, aviation facilities and a location that offers easy access to Central Florida's
most popular destinations. In addition, the city is growing and becoming a desirable community in
which to start a new business or a family.
There are a number of ways we will promote Orlando Sanford International Airport and the City of
Sanford. To your credit, both entities have a strong base from which we may start our process.
With a solid plan, the Orlando Sanford International Airport and the City of Sanford will experience
heightened awareness in the communities it serves as well as with its targeted audiences. We never
pretend to know it all; therefore your input and contacts will be essential to making this process
even mote successful.
PREMISE
At Mica McCormick, we believe the best strategy to working with the media or community is to be
proactive, instead of reactive. We will help the Orlando Sanford International Airport and the City
of Sanford effectively communicate the positive aspects, happenings and events that build a stronger
image. This aggressively proactive community and public relations strategy will result in optimal
positive exposure for both entities.
Our strategies include educating the target audiences, building relationships and generating interest.
TARGET AUDIENCES /MARKET
0 Young professionals
0 Families
0 Current and prospective small business owners
0 Current and prospective large business entities
0 Targeted media
0 Current residents
0 Residents of surrounding communities
0 Prospective residents
0 Airport users and prospective airport users
0 General aviation industry
0 Leisure, tourism and recreation markets
METHOD
I. ECONOMIC DEVELOPMENT
Orlando Sanford International Airport
Mica McCormick Strategic partners will provide economic development consulting services for
specific aviation related development as identified by the Sanford Aviation Authority staff.
Scope of Services
The scope of economic development consulting services will include, but not be limited to the
following:
1. Review Orlando Sanford International Airport master plan update.
2. Advise regarding Department of Commerce designation of the facility as an economic
development district
3. Review two potential client's business objectives
4. Interface with clients to understand their business objectives
5. Identify client needs and develop task and decision time line
6. Identify other potential public sector participation including available incentives
7. Advise regarding financing strategy and development approach for SAA to meet client
facility needs
S. Prepare a strategic approach to the clients to include terms and conditions with public
incentives
9. Maintain constant contact with the client on behalf of the SAA
10. Prepare public sector cost /benefit analysis
II. PUBLIC RELATIONS
We believe that every solid, successful public relations plan begins with open lines of
communication between the client and the public relations counselors. The following tasks and
activities should serve as an outline of how Mica McCormick Strategic Partners will accomplish you
public relations goals:
A. Orlando Sanford International Airport
0 Build a working relationship with the local media in targeted media outlets with the initial
focus on non - traditional angles — there's more to the airport than airplanes and passengers.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: new service announcements, non - aviation growth at Orlando Sanford International
Airport and other developments.
0 Support, enhance and build on efforts by Product Marketing Group during and after
completion of its campaign.
0 Assess and analyze current public relations activities and create a timeline and
comprehensive proactive media relations plan to meet your goals.
0 Attend regularly- scheduled staff meetings; implement regularly- scheduled public relations
update and strategy meetings with staff.
0 Develop a list of proactive story ideas that can be pitched verbally or via press release to
media.
B. City of Sanford
0 Take a proactive approach to growing awareness of the economic impact of growth in the
City of Sanford among targeted audiences throughout Central Florida and desired business
outside of the area.
0 Support and promote the newsworthy events throughout the year including, but not limited
to: positive impact of redevelopment in Sanford, business development and new and
exciting residential developments.
0 Pitch and release information about the RiverWalk, including gaining pre -event media
coverage as well as coverage of the March ribbon cutting and media progress updates.
0 Identify and develop an ongoing Public Relations plan for City of Sanford.
0 Attend regularly- scheduled staff meetings; implement regularly - scheduled public relations
update and strategy meetings with staff.
0 Develop a list of proactive story ideas that can be pitched verbally or via press release to
media.
0 Assist in identifying current issues and challenges relating to the public and business
communities' perception of the City of Sanford.
0 Host special events and media tours to highlight the city.
COMPENSATION
For rendering the Economic Development services, the Consultant shall be compensated in an
amount equal to the sum of the following:
An hourly fee
1. Principals $85 /hour
2. Senior Project Manager $50 /hour
3. Project Manager $35 /hour
General Administrative Overhead 75%
Profit 10%
* *Economic Development hours will be totaled at the end of each month and invoiced
accordingly. We estimate approximately 75 hours will be utilized each month.
For rendering Public Relations services, Mica McCormick proposes a set monthly retainer fee of
$5000 a month for eight (8) months starting February 2004 through September 30, 2004.
In addition to negotiated fees and monthly retainer, all pre- approved expenses (rental equipment,
travel, courier service, long distance phone /fax, mileage, etc.) will be billed at a 15% agency fee.
Television coverage acquired by the agency will be available upon request at $55 per clip.
We respectfully submit this proposal of services to Sanford Airport Authority. If there are other
public relations activities that need to be accomplished, we are open to any and all additions to the
above list of tasks.
IN SUMMARY:
Again let me stress our excitement for becoming your economic development and public relations
partner. I want to remind you that we can be reached at the office, on mobile phones or even at
home. When you need us we are available because we pride ourselves on paying personal attention
to our clients.
We look forward to the challenges that he ahead and we eagerly await the opportunity to work with
you.
Please sign contract below:
Larry Dale, President
Sanford Airport Authority
D'Anne Mica, Partner
Mica McCormick Strategic Partners