HomeMy WebLinkAbout12. Telecom Board Agenda Packet - August 2, 2023
BOARD
MEMBERS
Andrew
Van Fleet
Board Chair
Theodore
Batemon
Rich
Kurtenbach
Mike
Young
Amy
Wienands
City
Council
Liaison:
Rob
Nichols
August 2, 2023
Harold E. Getty Council Chambers
4:00 p.m.
1. Roll call.
2. Approval of the agenda, as presented.
3. Approval of minutes of July 19, 2023, as proposed.
4. Motion terminating marketing engagement agreement with Full
Scale Marketing.
5. Motion approving Marketing Services Agreement with Amperage
Marketing.
6. Motion creating Accounting Manager, Sales and Marketing
Manager, Network Engineer, Customer Support Manager, Technical
Support Manager, NOC Technician, Technical Service Representative
Level 1, and Technical Service Representative Level 2 positions within
Waterloo Fiber Internet.
7. General updates from board members, consultants, and staff.
8. Adjourn.
Kelley Felchle
Board Secretary
WATERLOO
Telecommunications Utility Board of Trustees
TELECOMMUNICATIONS UTILITY
BOARD OF TRUSTEES
Harold E. Getty Council Chambers
July 19, 2023
4:00 p.m.
Members present: Van Fleet, Young, Batemon and Kurtenbach. Ms. Wienands arrived at 4:07
p.m.
Council Liaison Rob Nichols.
Approval of Agenda.
Moved by Batemon seconded by Kurtenbach that the Agenda, as presented, be approved. Voice-
vote Ayes: Four. Motion carried.
Approval of Minutes.
Moved by Young seconded by Kurtenbach that the minutes of July 5, 2023, as proposed, be
approved. Voice-vote Ayes: Four. Motion carried.
Resolution approving the contract, bonds, and certificate of insurance, with ITG
Communications, LLC of Hendersonville, TN in the amount of $77,864,565.10, in conjunction
with the FY 2023 Fiber-to-Premise Feeder/Distribution and Backbone Network Project, Contract
No. 1088, and authorizing the Board Chair and Board Secretary to execute said documents.
Mr. Kurtenbach questioned the balance of work between ITG and any subcontractors.
Courtney Violette, Magellan Advisors, explained that there will be one subcontractor, GPRF,
who only does work for ITG. The intent is to use GPRF to get started over the next 2-3 months,
after which ITG will roll out their staff and team.
Warren Lyon, Magellan Advisors, commented that per the contract at least 35 percent of the
work must be performed by ITG, but that ITG is the primary contractor.
Mr. Young clarified that both the board and the city will need to approve this contract.
Steve Nadel, Ahlers and Cooney, confirmed and explained why both governing bodies would be
approving.
Mr. Van Fleet commented that there is a misspelling of Management Holding, LLC on page 2 of
the Affirmative Action Program that should be corrected. He also questioned how the required
percentage goals for the hiring of minorities and women will be fulfilled.
Jamie Knutson, City Engineer, provided an overview of the program.
Mr. Batemon questioned the metrics of the percentages measured and compared on the contracts.
Courtney Violette, Magellan Advisors, explained that all contractors will need to submit this
information. He noted that we will be there every day to inspect the work and to make note and
accept all subcontractors. He further explained that he has been working with ITG on a single
material item which will provide savings with the contract. The item will be adjusted through a
change order and will reduce the price of the contract. He also noted that there are a couple of
minor items they are still waiting on from ITG.
Kelley Felchle, Board Secretary, explained that there were a few email exchanges regarding the
licensing status of ITG and the subcontractor to work in the state of Iowa. ITG is currently
licensed and we are just waiting on the subcontractor to obtain their license. The city attorney
has weighed in on the issue and does not feel it is detrimental to approving the contract at this
point in time. She noted that if the subcontractor is not able to obtain the proper licensing, the
contract would become mute and adjustments would be needed. She further explained that the
board does have the option of tabling the contract until the subcontractor obtains the proper
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licensing, or can make an amendment to the motion on the table to approve the contract subject
to the subcontractor obtaining their licensing through the state of Iowa.
Ms. Wienands questioned the anticipated timeline to obtain the license.
Mr. Van Fleet commented that the email stated only a couple of days.
Moved by Kurtenbach seconded by Batemon. Roll Call-vote Ayes: Five. Motion carried.
Resolution No. 2023-016.
Resolution establishing utility rate for Waterloo Fiber Internet.
Courtney Violette, Magellan Advisors, provided an overview of the rates proposed for Waterloo
Fiber Internet.
Mr. Van Fleet commented that the pricing is incredible for the citizens of Waterloo.
Rob Nichols, Council Liaison, questioned if the price breakdown incudes any discounted pricing
for individuals who meet a certain income requirement.
Mr. Van Fleet confirmed that it is reflected in the breakdown as LifeLine for 100MB at a cost of
$29.95.
Courtney Violette commented that there is requirement for Waterloo Fiber to be involved in any
affordable activities program.
Mr. Kurtenbach requested clarification on the business services SMB and Enterprise.
Courtney Violette provided an explanation of the difference in the services.
Mr. Young questioned if the rates are set and will not fluctuate among residents for the same
service.
Courtney Violette confirmed and said that additional fees would be added for any equipment
rental, such as a set top box for cable, as well as the purchase of an additional level of service,
such as resetting the Wi-Fi password, helping connect iPhones, etc.
Mr. Van Fleet commented on the service and pricing that he currently has compared to what
Waterloo Fiber is offering.
Courtney Violette reminded the board that you have the leverage to make adjustment to these
initial rates for any additional discounts you might want to offer for early adopters, as an
example, over these next few months as you begin to deploy.
Mr. Young thanked everyone for the work that has been done to get to this point, which is faster,
local service at a reduced price.
Moved by Kurtenbach seconded by Batemon. Roll Call-vote Ayes: Five. Motion carried.
Resolution No. 2023-017.
General update from consultants, city staff, and board member comments.
Courtney Violette, Magellan Advisors, acknowledged the major steps that have just been taken.
He commented that he had an opportunity to introduce Eric Lage to his team, they had a great
discussion with a lot of great questions from Eric. They are very happy to have him onboard.
He stated that there is an upcoming RFP for network equipment that should be on the agenda for
approval at the next meeting.
Page 3
Steve Nadel, Ahlers and Cooney, also commented on the milestone and congratulated everyone
for their hard work and the major decisions made for the benefit of the city. He briefly spoke on
the upcoming legal matters and the financial steps to be made in regards to working capital.
Kelley Felchle, Board Secretary, provided an update on the total dollar amount for
reimbursement for city staff time for the period of January through June 2023. Currently the
amount is $4,144.65, however she does need to remind some staff to enter the hours. A meeting
was held last week with Aaron Hilligas with Ahlers & Cooney to continue working on the
employment agreement, which is anticipated to be in place before the first paycheck. She stated
that preparations are being made for Eric to begin work on Monday.
Mr. Van Fleet read an update prepared by Maggie Burger of Speer Financial. Once the board has
established rates we can finalize a term sheet and send out to bank lenders for working
capital. We are planning to give those lenders 3 weeks with the packet to review, ask us
questions, and fully understand this new utility moving forward. We hope to have a timeline
early next week along with my review of the term sheet which is in process now. We continue to
have many calls and emails about interest on this new utility and hope to work with lenders
following the working capital debt to establish some initial loans that can be drawn upon in CY
2024 as needed for construction. We appreciate the more frequent meetings of this group for the
time being as everything gets started and underway. We would like the opportunity to talk in the
coming week or so, and to be updated maybe monthly on interest that is generating from your
website, and any other marketing efforts to come. This will be of interest to the lenders we talk
with, they will want to know how many people are responding and what the sentiment of the
project appears to be.
Kelley Felchle commented that with an additional Wednesday available in August, it would be
prudent for the board to keep August 30th on the radar for a potential meeting date should
something need to be approved.
With no further business before the board, it was moved by Young seconded by Kurtenbach that
the meeting be adjourned at 4:41 p.m. Voice-vote Ayes: Five. Motion carried.
Kelley Felchle
Board Secretary
0MARKETING.comMARKETING.com
MARKETING PROPOSAL_
Prepared 08.02.2023 for
WATERLOO FIBER INTERNET
NICK HARVEY
Account Manager
NHarvey@AMPERAGEmarketing.com
319.268.9151
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TABLE OF CONTENTS_
2 | WHY AMPERAGE?
3 | EXECUTIVE SUMMARY
4 | LOGO & BRAND STANDARD SCOPE OF WORK
6 | MARKETING PLAN SCOPE OF WORK
9 | ESTIMATED TIMELINE
10 | MEET THE TEAM
11 | INVESTMENT
12 | TERMS & CONDITIONS
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SIMPLY PUT, YOU’LL GET RESULTS.
As you consider hiring AMPERAGE, know that our solutions
allow us to help you get noticed, improve web and
advertising results, and move the needle on growing your
client base.
Our team of 40 smart, connected and motivated marketing
professionals are a proven group of storytellers — strategists,
researchers and writers — backed by a deep bench of
design, video, public relations, media and web specialists,
who serve clients across the region, the nation and
occasionally even the globe.
We help you move the needle with:
§Experience — decades of brand development, team
strategy and tactical know-how with multi-platform
storytelling expertise focused on your success.
§Process — from research and discovery to your brand
strategy, our process draws from multiple disciplines for the
most thorough and accurate strategy for your needs.
§Results — when it comes to entering new markets,
partnering with AMPERAGE gives you a strategic
marketing foundation.
WHY AMPERAGE?
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EXECUTIVE SUMMARY
Getting to know you, your needs and aspirations is a crucial first step in our process. That knowledge helps drive
our recommendations. We know there is much more to learn, but here’s what we know based on what you told
us so far.
What You Told Us
Waterloo Fiber Internet is looking to partner with
an agency to assist with rebranding and to lead
the introduction of Waterloo Fiber Internet into
the Waterloo market.
Waterloo Fiber Internet would like assistance in
developing a new logo, brand standards,
website refresh, key messaging, and advertising.
Currently, the general public does not know:
§Benefit to the community
§What services are offered
§The price
§The convenience
The Solution
AMPERAGE recommends starting this process with an updated logo suite and brand standards guide followed by a detailed marketing plan.
Your marketing plan will be the roadmap for not only entering the Waterloo market now but can be adapted for the future as well. Depending on the market, tactics can be adjusted and tweaked to meet the needs of that new audience.
Your AMPERAGE marketing plan will include:
§A theme that effectively communicates your
message
§A strategy to communicate messaging for each target audience
§Sample messaging and creative applications
§Recommended communication channels to use
§Timeline for production and rollout of the
campaign.
§Budget for production and advertising channels,
which may include integrated media advertising,
digital and social media strategy, web strategy, content strategy, public relations strategy, and
video strategy.
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LOGO SUITE & BRAND STANDARDS SCOPE OF WORK_
LOGO SUITE
AMPERAGE will design a new logo, incorporating the City of Waterloo brand elements and colors.
§AMPERAGE will present 3-5 logo concepts
§Following the initial logo presentation AMPERAGE will create up to 2 additional logo designs for consideration
§Once a final logo is selected there is one additional round of revisions to tweak placing type, kerning letters,
colors, and artwork.
§AMPERAGE will provide the final approved logo in primary and secondary colors, single-color versions, Pantone
and CMYK.
BRAND STANDARDS GUIDE
AMPERAGE will provide a Brand Standards Guide including logo usage, fonts, typeface, and colors.
§AMPERAGE will provide designs for a stationary suite which includes template designs for letterhead, envelopes,
business cards, and PowerPoint files.
§This includes one round of edits to templates
§AMPERAGE will provide the final files electronically.
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MARKETING PLAN
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MARKETING PLAN SCOPE OF WORK_
KICKOFF MEETING
AMPERAGE will begin the process with a kickoff meeting to
§Introduce the strategy team and account manager who will lead the project moving forward
§Level set on what we learned
§Discuss your current knowledge of the markets and competition, and
§Ensure we have the right people involved moving forward and outline a schedule.
Waterloo Fiber Internet will provide AMPERAGE with:
§Any brand and messaging materials or frequently used assets
§Existing brand guidelines
These will be reviewed to pinpoint obvious gaps in existing efforts, understand current look and feel, and will act as
a jumping-off point for development.
THEME & CONCEPT DEVELOPMENT
Based on the information gathered in the kickoff meeting and the audit, AMPERAGE will begin brainstorming theme
and concept ideas. We may have some follow-up questions on team capabilities, current marketing materials,
internal communications flow, and current public relations efforts to ensure we’ve factored in key components.
PRESENTATION
Once we narrow our suggestions, we will present the concepts to your team for feedback and finalization before
moving on to the next step. This presentation is typically one hour.
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MARKETING PLAN DEVELOPMENT
In this stage, AMPERAGE will go to work developing the marketing plan to recommend tactics you need for
building your client base in the Waterloo market. We’ll take into consideration the materials you currently have and
leverage those to provide a tailored set of recommendations to fit your needs.
This roadmap will include:
§A theme that effectively communicates your message
§A strategy to communicate messaging for each target audience
§Sample messaging and creative applications called “spec creative” for you to envision the marketing
deliverables
§Recommended communication channels, strategies, and tactics to use.
§These may include: content development, content distribution (paid media, organic social, email, web,
direct mail, guerilla marketing), public relations, video production, and sales tools.
§Detailed timeline for production and rollout of campaign assets accounting for all recommended content
development and distribution components
§Line item budget ranges for recommended marketing production, advertising channels, and media placement.
§These may include: estimated traffic and investment for paid media efforts with measurements,
monitoring, and reporting (cost-per-click, average position, clicks, click-through-rate, conversions,
impressions, reach, views), digital and social media strategy, web strategy, content strategy, public
relations strategy, and video strategy.
The final result is a concrete marketing plan.
MARKETING PLAN SCOPE OF WORK_
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MARKETING PLAN SCOPE OF WORK_
PRESENTATION
AMPERAGE will present the marketing plan to your team. This presentation takes place in-person and will be around
two hours to complete. It may take longer depending on questions and comments from the group. You will receive
an electronic version of the plan.
REVISIONS
Once we have presented your marketing plan, you can request changes according to Waterloo Fibers’ needs. This
proposal includes one round of revisions; additional revisions may be subject to bid.
FINALIZE PLAN
After you have approved the marketing plan, AMPERAGE will provide the final version electronically for distribution to
other staff and stakeholders as you see fit.
IMPLEMENT PLAN
The plan is yours to use as you see fit. AMPERAGE is available to assist with the implementation of any elements of the
plan. The pricing included in the plan will give guidance to help you make those decisions.
Should you choose to partner with AMPERAGE, your account manager will be your point of contact and act as an
extension of your team to sit in on weekly meetings, hear what phrases are being used by internal staff, and help
authentically express that language through any efforts we partner on.
FUTURE CONSIDERATIONS
If you partner with AMPERAGE to implement this plan, we will not need to do a rebuild of the entire plan for future use.
Instead, we are here to grow with you. At a minimum, we would recommend an annual review to determine what
succeeded, what may have fallen short, and what could be replicated or repurposed.
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ESTIMATED TIMELINE_
8 WEEKS
The estimated timeline for the completion of
your marketing plan, with messaging and
spec creative included is 8 weeks after the
initial kickoff meeting.
If you’d like to partner with AMPERAGE to
execute parts of the plan, some of this can still
happen in tandem to start marketing efforts
sooner rather than later.
Time is critical to show ROI and build your
client base!
We’ll keep a pulse on the variables that can
impact progress (like scheduling, feedback
response times, approvals and change
orders) and communicate with you
throughout.
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MEET THE TEAM
AE/AM
Meet the professionals
who will take the lead on
your project.
In addition, you’ll likely
have videographers,
editors, researchers, web
designers, strategists,
writers and integrated
media specialists
involved.
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INVESTMENT_
PROPOSAL ITEMS INVESTMENT
______ Logo Suite & Brand Standards $ 4,800
______ Marketing Plan
-Messaging/creative concepts
-Sales strategies & tactics
-Website enhancements
-Media plan
$ 13,500
Waterloo Fiber Internet
08.2.23
By signing, client agrees to the terms and conditions on the following page.
___________________________________________ ___________________________________________
Authorized Representative Signature Authorized Representative Name
___________________________________________ ___________________________________________
Date Email for Invoices
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TERMS & CONDITIONS_
By signing, Waterloo Fiber Internet acknowledges that no dollar amount is due at this time. Out-of-pocket
expenses such as travel will be billed separately. Target deadlines and timelines will be determined upon receipt
of the signed quote.
The quote is subject to revision and may include a 10% contingency fee if the scope of work is changed at the
client’s request. In all cases, no verbal communication shall override the information presented in this proposal.
The quote is valid for 30 days.
Waterloo Fiber Internet agrees to partner with AMPERAGE on the execution of the production and media
service recommendations that will be outlined in the finalized marketing plan. Should Waterloo Fiber Internet
choose to move forward without contracting AMPERAGE, the $13,500 amount listed as the investment of the
marketing plan and the $4,800 listed as the investment for the logo suite and brand standards would become
due immediately.
Client hereby grants AMPERAGE the right to use the name and service marks of Client in its marketing materials
or other oral, electronic, or written promotions, which shall include naming Client as a client of AMPERAGE and a
brief scope of services provided.
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ADDED VALUE
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AMPERAGE SOLUTIONS
AMPERAGE offers solutions from the
research, planning and strategy phase to
executing and monitoring campaigns. Here
is a snapshot of the solutions we offer.
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PLANNING & STRATEGY
Our method for analysis, planning and
strategy is unlike that of any other agency.
The Creative FusionSM process has been
refined over 20 years of experience with
hundreds of organizations. You will not find a
more thorough or more creative approach to
development of a marketing plan.
RESEARCH
Marketing research is such a critical step to
successful integrated marketing that we often
recommend this as a starting point. Our
unique approach to quantitative and
qualitative research uncovers your audience’s
perceptions of your brand and the factors
that shape those perceptions. What’s more,
this research uncovers how your stakeholders
emotionally connect with your brand, too.
Planning & Strategy At a Glance
§Marketing communication plans
§Brand rollout plans
§Campaign plans
§Service line plans
§Communication audits
§Consulting
Research At a Glance
•Focus groups
•Online surveys
•Comprehensive brand alignment surveys
•Brand perception studies
•Journey mapping
•Client connect checks
•Donor surveys
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John Deere’s 100th year celebration
BRANDING & ADVERTISING
Your brand is more than a business name and pretty logo. We believe your brand is a promise to the world about
who you are and what you offer. Our brand-building strategy is to create a direct emotional and intellectual
connection between you and everyone who encounters your brand.
Brand Building At a Glance
§Full branding & rebranding
§Brand research
§Creative FusionSM session & Brand Platform
§Business/product names
§Tagline & theme development
§Logo & visual branding elements
§Integrated media
§Copywriting & design
GRAPHIC DESIGN
AMPERAGE’s team of art directors and designers stands ready to
meet your needs and exceed expectations. Each brings a unique
perspective and style to every project, so you'll see a variety of
creative ideas spanning a spectrum of artistic talents. What this
means to you is access to a group of designers whose work best
represents your brand. Regardless of their personal style,
AMPERAGE’s design team shares a commitment to integration,
brand integrity and graphic solutions that delivers results.
Graphic Design At a Glance
§Full-service design capabilities
§Logo & campaign visual elements
§Print & outdoor ad design
§Digital advertising
§Sales collateral
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PUBLIC RELATIONS
Public relations is the act of influencing people’s
perceptions regarding a specific brand. PR is what
people say about the brand whereas advertising is
what the brand says about itself.
The AMPERAGE PR team utilizes experience and
strategy to tailor PR programs that tell rich stories and
connect a client organization with its target
audience.
To sum up how we conduct PR:
§We strategize by identifying the audience and
stories.
§We create content and deliver it to the target
audience.
§We measure results and adjust accordingly.
When thinking about PR, we look at four areas:
1.Media relations
2.Community relations
3.Internal communications
4.Crisis communications
Within those areas, we develop strategies, audience
lists, messaging, communications, and results reports.
We also conduct outreach and work with our clients
to ensure the right audiences hear those messages.
We offer three levels of public relations:
§Retainer: This outlines a 6-month or yearlong
partnership.
§Campaign: This conveys a specific campaign
during a precise timeframe around one month to
three months.
§Project: This is a short-term project where the PR
team steps in for on specific project.
How the PR process works:
1.Intake
2.Determine the level.
3.Strategy development.
4.Execution.
5.Measurement.
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FUNDRAISING
Unique to AMPERAGE is a team of fundraising
advisers to help organizations raise funds
through annual giving and capital
campaigns.
We’ve conducted thousands of feasibility
study interviews and tested over $1 billion in
capital goals. Almost all campaigns have
exceeded their goals, with far-reaching
impact that has saved lives and transformed
communities. We’ve revamped development
operations and led strategic planning and
board trainings that have inspired
organizations to reach new fundraising
heights.
When organizations hire AMPERAGE, they
gain a team of expert fundraisers with
credentials, experience and passion. We’ll go
the extra mile to get to know you, your
organization and your stakeholders — and
help make your mission known to donors.
Fundraising At a Glance
§Feasibility studies
§Campaign consulting
§Annual giving consulting
§Endowment campaigns
§Development audits
§Planned giving programs
§Board & volunteer training
§Strategic & development planning
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AUDIO & VIDEO PRODUCTION
When it comes to telling — and selling – human stories, video is one of the most powerful ways we’ve found to
provoke thought and tug heartstrings. AMPERAGE has the experience in high-concept, image-building, award-
winning videos. We create videos for everything from television commercials to broadcast television news and
program production. Our staff, plus state-of-the-art digital video production equipment, produce electrifying
results.
Audio & Video At a Glance
§Video content strategy
§Digital & social video
§TV & radio commercials
§Corporate & fundraising videos
§Drone video
§Event production: webinars, press conferences, award shows & more
Visit AMPERAGE's YouTube Channel
youtube.com/user/AmperageMarketing
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MEDIA PLANNING & BUYING
In marketing and advertising, the universe of media
includes broadcasting, publishing, the internet and more
— online and offline communications channels or
platforms — anywhere your organization reaches your
audience. Some examples include:
Media At a Glance
§Integrated advertising campaigns
§Highly targeted placement
§Data-based campaign optimization
§Detailed campaign analysis & reporting
§Partner status with Google & Facebook
§Proven relationships with channel owners
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WEBSITE DESIGN & DEVELOPMENT
For years, the website has been the purview of the IT
department, but the new-age website, driven mostly by
Google and social media, now requires a wide array of
communication skills and expertise not usually found in
technical departments.
The ecosystem approach recognizes how content,
search engine optimization (SEO), digital media and user
experience all coexist to reach your goals. These areas
are interconnected and enhance the entire website,
from function to user experience. This allows for better
storytelling, cross promotion, conversions and linking.
This modern approach, when fully engaged, presents a
holistic representation of your brand. It optimizes your
entire digital effort and brings balance to your marketing.
Website Development At a Glance
§Website & landing page design
§Mobile compatibility & responsiveness
§Content development: writing, transferring,
optimizing
§User experience testing
§Secure website hosting with 99% uptime
§Amplified dashboard for ongoing analytics &
reporting
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CONTENT SOLUTIONS
AMPERAGE is an agency of gifted storytellers. Our content strategists play a vital role in building your brand
persona and your online search visibility. Well-crafted content can inspire, educate, and persuade audiences to
engage and interact with your brand. But to do content well in service to your brand and marketing goals takes
experience, a strategic mindset and a liberal application of creative spark.
Content Solutions At a Glance
§Blogs
§Marketing & fundraising collateral
§Email campaigns
§Video & radio scripts
§Social media content
§Web content
§Press releases
§Newsletters
§News-style articles
§And more
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TOGETHER, LET’S
MOVE THE NEEDLE