Sk B1 Rollout Fdr- 5-25-04 Edelman Memo Re Commission Support 504
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- Words: 885
- Pages: 4
May 25, 2004
Date
Edelman To
Interested Parties
From
Leslie Dach
Re
National Commission Support
CC
Rob Rehg, Mike Deaver, Greg Stevens
Memorandum We see the following steps as essential to establishing our working relationship. • • • •
a signed contract or letter of intent an agreed upon budget for at least the strategic counsel portion of the relationship a decision meeting that clarifies the recommendations/report release strategy and the scope of our activities for the execution portion of our engagement regularly scheduled phone calls and meetings to address plan and implementation issues and approve work product
Media Strategy We continue to believe that the correct media strategy is to: • separate the release of the Commission recommendations from the release of the report itself • release the recommendations the week of July 12 • release the report in the period between the Wednesday of the week after the democratic convention and the start of the Olympics We believe this strategy accomplishes the following key goals: • • •
Focuses the public discussion on the recommendations and the future Provides two windows for discussion of the Commission's work Allows an earlier release by not requiring completion of the white house vet of the report before the release of the recommendations 1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Prevents the first week of our news cycle from competing with the weekend run up to the Democratic convention, giving us two weeks of news hole instead of four days Prevents either party from feeling the report provided an advantage through its proximity to the democratic convention Prevents the need for a congressional hearing, and the resulting loss of message control, in the first few days of the release Reduces partisan positioning of the Commission release Allows the family and validators to focus clearly on the recommendations.
The attachment to this memo outlines our estimated costs for supporting the work of the Commission. We have separated professional fees and out of pocket expenses. Our professional fee will be charged based on actual hours worked at our standard hourly rates. Edelman is a GSA listed contractor. We have attempted to provide these in menu form and to recognize activities that you will outsource to us and activities that the Commission staff will conduct to some degree on its own with some strategic and implementation assistance from Edelman/Stevens. In terms of the roll out itself we are assuming the following major activities: • • • • • • • • • • •
Plan Development and Strategic Counsel Material Review Media Training/Rehearsal Press Conference Validator Briefings Editorial Board meetings One on One interviews Satellite TV Tour Radio Tour VNR, ANR and B-roll production and placement Local market tours
We include in the strategic counsel fee professional time associated with the development of a top-line plan for activities after the formal expiration of the Commission. We do not include any costs associated with execution of this plan. As we have discussed, we believe foundation funding is available for this phase of the effort.
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Estimated Program Budget June - August 26, 2004 Activity
Professional Fees
Ongoing strategic counsel and materials review including plan development, client meetings, strategic counsel, development of long-range plan, assistance with validators and drafting and review of materials (assumes Commission staff will be responsible for drafting and Edelman will review e.g. media advisories, op-eds, press releases, talking points, speeches, etc.) Rehearsal/informal media rehearsal with 10 commissioners Includes 90 minutes per commissioner Media Relations (Release of Recommendations) • Press Conference • DC NY Editorial Board Outreach • National One on One Interviews (NY and DC) (includes some assistance to Commission staff) • Regional Editorial Board calls (includes some assistance to Commission staff)
Hours up to $52,000
•
Satellite media tour (for every 10 interviews) • Audio news release (100+ stations) • Audio media tour 2 hours-10 hours Commissioner Media Tour Assumes five media markets, and includes local press event, media relations, one on one and editorial board meeting, event briefing books, and talking points
Hours up to $25,000
Out-of-Pocket Expenses $5,000 for telephone calls, faxing, photocopying, messenger service and press release and advisory distribution.
$2400 for equipment, food, materials
Commission Commission $2,000
$2,000
$5,000
$15,000-$35,000
$2,000
$4,000 - $5,000
$6,000 - $20,000 $7500 to $12,500 per market
Assumes no Edelman travel
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Media Relations (Release of Recommendations) • Press Conference • DC NY Editorial Board Outreach • National One on One Interviews (NY and DC) (includes some assistance to Commission staff) • Regional Editorial Board calls (includes some assistance to Commission staff) • • •
Satellite media tour (for every 10 interviews) Audio news release (100+ stations) Audio media tour 2 hours- 10 hours
Commission Commission $2,000
$2,000
$5,000
$15,000-$35,000
$2,000
$4,000 - $5,000
$6,000 - $20,000
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Date
Edelman To
Interested Parties
From
Leslie Dach
Re
National Commission Support
CC
Rob Rehg, Mike Deaver, Greg Stevens
Memorandum We see the following steps as essential to establishing our working relationship. • • • •
a signed contract or letter of intent an agreed upon budget for at least the strategic counsel portion of the relationship a decision meeting that clarifies the recommendations/report release strategy and the scope of our activities for the execution portion of our engagement regularly scheduled phone calls and meetings to address plan and implementation issues and approve work product
Media Strategy We continue to believe that the correct media strategy is to: • separate the release of the Commission recommendations from the release of the report itself • release the recommendations the week of July 12 • release the report in the period between the Wednesday of the week after the democratic convention and the start of the Olympics We believe this strategy accomplishes the following key goals: • • •
Focuses the public discussion on the recommendations and the future Provides two windows for discussion of the Commission's work Allows an earlier release by not requiring completion of the white house vet of the report before the release of the recommendations 1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Prevents the first week of our news cycle from competing with the weekend run up to the Democratic convention, giving us two weeks of news hole instead of four days Prevents either party from feeling the report provided an advantage through its proximity to the democratic convention Prevents the need for a congressional hearing, and the resulting loss of message control, in the first few days of the release Reduces partisan positioning of the Commission release Allows the family and validators to focus clearly on the recommendations.
The attachment to this memo outlines our estimated costs for supporting the work of the Commission. We have separated professional fees and out of pocket expenses. Our professional fee will be charged based on actual hours worked at our standard hourly rates. Edelman is a GSA listed contractor. We have attempted to provide these in menu form and to recognize activities that you will outsource to us and activities that the Commission staff will conduct to some degree on its own with some strategic and implementation assistance from Edelman/Stevens. In terms of the roll out itself we are assuming the following major activities: • • • • • • • • • • •
Plan Development and Strategic Counsel Material Review Media Training/Rehearsal Press Conference Validator Briefings Editorial Board meetings One on One interviews Satellite TV Tour Radio Tour VNR, ANR and B-roll production and placement Local market tours
We include in the strategic counsel fee professional time associated with the development of a top-line plan for activities after the formal expiration of the Commission. We do not include any costs associated with execution of this plan. As we have discussed, we believe foundation funding is available for this phase of the effort.
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Estimated Program Budget June - August 26, 2004 Activity
Professional Fees
Ongoing strategic counsel and materials review including plan development, client meetings, strategic counsel, development of long-range plan, assistance with validators and drafting and review of materials (assumes Commission staff will be responsible for drafting and Edelman will review e.g. media advisories, op-eds, press releases, talking points, speeches, etc.) Rehearsal/informal media rehearsal with 10 commissioners Includes 90 minutes per commissioner Media Relations (Release of Recommendations) • Press Conference • DC NY Editorial Board Outreach • National One on One Interviews (NY and DC) (includes some assistance to Commission staff) • Regional Editorial Board calls (includes some assistance to Commission staff)
Hours up to $52,000
•
Satellite media tour (for every 10 interviews) • Audio news release (100+ stations) • Audio media tour 2 hours-10 hours Commissioner Media Tour Assumes five media markets, and includes local press event, media relations, one on one and editorial board meeting, event briefing books, and talking points
Hours up to $25,000
Out-of-Pocket Expenses $5,000 for telephone calls, faxing, photocopying, messenger service and press release and advisory distribution.
$2400 for equipment, food, materials
Commission Commission $2,000
$2,000
$5,000
$15,000-$35,000
$2,000
$4,000 - $5,000
$6,000 - $20,000 $7500 to $12,500 per market
Assumes no Edelman travel
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
Media Relations (Release of Recommendations) • Press Conference • DC NY Editorial Board Outreach • National One on One Interviews (NY and DC) (includes some assistance to Commission staff) • Regional Editorial Board calls (includes some assistance to Commission staff) • • •
Satellite media tour (for every 10 interviews) Audio news release (100+ stations) Audio media tour 2 hours- 10 hours
Commission Commission $2,000
$2,000
$5,000
$15,000-$35,000
$2,000
$4,000 - $5,000
$6,000 - $20,000
1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company
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