B2B Agency Scope of Work

Manny Gonzalez, CEO and Sarah Moraes, Director of Marketing 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org





Table of Contents I. Overview | Why You .................................................................................................... 3

II.

About Us | Timeline ..................................................................................................... 4 Fast Facts ..................................................................................................................... 4 Key Areas of Need ........................................................................................................ 5 Search/Proposal Timeline ............................................................................................ 5



III.

Our Target Audiences .................................................................................................. 6 Primary, Secondary & Tertiary Audiences .................................................................... 6



IV.

Scope of Work ............................................................................................................. 7 Overview ...................................................................................................................... 7 Branding and Rebranding ............................................................................................ 8 Go-To-Market Strategy ................................................................................................ 8 Multi-Channel Marketing Plan ...................................................................................... 8 Measurement & Reporting ........................................................................................... 8



V.

Proposal Guidelines .................................................................................................... 9 Five Evaluation Criteria ................................................................................................ 9 Timeline ....................................................................................................................... 9 Who to Call with Questions ....................................................................................... 10





7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

I. Overview | Why You After some initial research, we’ve selected your agency as one we would like to learn more about and potentially engage. The creative partner we are looking for would meet all or most of these criteria and will provide supporting information around each item: ü Please provide the following firmographic information o Years in B2B marketing business o Number of clients o Average size of client o Annual revenue o Number of employees o Combined experience across core fields of expertise o Client industry breakdown ü Audience/industry experience o CIOs and/or technology executives o Fortune 1000 and multinational corporations o Software development professionals o Human resource professionals o Association or membership organizations ü Rebranding o Audience research and studies o Persona refinement and targeting o Organizational research and studies o Brand guide and logo development o Multi-channel application strategy ü Go To Market Strategy o Vision and mission evaluation and updating o Positioning statements for key personas o Core messaging development o Multi-channel marketing and communications plan 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

II. About Us | Timeline Ten-Year Vision Our vision remains and is affirmed by our board of directors as “transforming the world of work” by pursuing the mission as currently stated: “guiding and inspiring individuals, leaders, and organization with practices, principles, and values that create workplaces that are joyful, prosperous, and sustainable.” A. Fast Facts • Founded in 2001, Scrum Alliance® is the largest, most established and influential professional membership and certification organization in the Agile community. • We are a nonprofit association with more than 500,000 certified practitioners worldwide. • Scrum is an Agile framework for completing complex projects. Scrum originally was formalized for software development projects, but it works well for any complex, innovative scope of work. • Current Certificant Distribution (40% US, 60% rest of world) • Similar and/or competing organizations o ICAgile o ScrumStudy o Scrum.org o SAFe o Agile Alliance (membership and events) • Multiple certification paths for individuals seeking to lead and facilitate teams with an Agile framework and principles. o A Certified ScrumMaster® facilitates teams with their practice, impediment removal, and decision-making. o A Certified Product Owner® facilitates group prioritization and stakeholder discussions, providing customer insights and road mapping guidance. o Certified Scrum Developers demonstrate advanced Agile engineering practices and other agility skills, along with the Scrum fundamentals developers need to create working software.



7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

B.

Four Key Areas of Need

Measuring •  Measuring & reporhng

Campaigns



•  Mulh-channel markehng

B2B Go-To-Market Strategy

•  Brand idenhty system •  Launch

Branding & Rebranding

•  First Priority



7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

III. Our Existing and Desired Target Audiences In 2017, Scrum Alliance will continue to embark on a transformation of it’s own, moving from a niche, targeted approach serving a very specific segment with a very specific solution to a much more diverse and robust suite of solutions for the complex and diverse landscape of businesses. Our organizations value streams can be categorized as follows, with a strong emphasis on our Education suite of products, whereas the peripheral value streams make up entry points and engagement for our spectrum of personas at different stages of the customer funnel. A. Primary Audiences While ultimately we must reach the influencer and decision-making audience, which includes private sector human resource professionals, management and executives (especially CIOs), we must first identify the organizations with the greatest need for Agile. B. Secondary Audiences As Scrum Alliance strives to more firmly “own” the Scrum brand and expand its member base, it will need to support non-software development audiences who are interested in applying Scrum to non-software development projects. This audience is very diverse but their common thread is their belief in Agile values and practices. Within this group, there are “cross-over” practitioners from the software world, such as Joe Justice and John Miller, who share a vision for Agile practices improving non-software products (like cars) and institutions (like education). C. Tertiary Audiences Scrum Alliance’s core audience has traditionally been Scrum software practitioners, coaches and trainers, both members and non-members. These audiences will continue to be primary audiences. The prospects within this primary audience will be in software development roles with a large opportunity to attract those struggling to practice Scrum.

7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

IV. Scope of Work A. Overview Scrum Alliance’s internal marketing team, expertise, and capacity along with external support, expertise, and capacity have expanded over the last 2 years. Across the internal and external team, the current strategy and expertise encompasses: • Creative - Print and digital design • Website development and CMS management • User Experience and Interface strategy and implementation • Content strategy, development, and marketing • Event marketing • Public Relations • Corporate Relations and business development • Localization & Translation • Social media marketing • Email marketing • Search engine marketing Historically, Scrum Alliance has not executed a formalized B2B Strategy or advertising plan, and there is no incumbent agency/creative partner. For the last 90 days, we have developed an annual tactical marketing plan to guide and prioritize our efforts. The creative partner that is selected will receive the marketing plan, member research (qualitative), member statistics, competitive intelligence, and Scrum Alliance Brand Guide. Based on our annual marketing plan — along with our 3-5 year organizational strategic plan and 10-year vision — the scope of services needed include: • BRANDING AND REBRANDING o Name of new umbrella organization o Logo development o Brand guide for all assets, including print and digital o Go-to-market marketing and communications plan • GO-TO-MARKET STRATEGY o Launch plan for new brand 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org



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Multi-Channel Marketing Campaigns o Evaluate current market tactics o Analyze gaps in current marketing efforts o Recommend allocation or reallocation of budget and efforts o Formalize B2B strategic approach across corporate relations, marketing, and public relations Measuring & Reporting o Recommendations as to what to measure across tactics and efforts to measure success in reaching and converting B2B clients o Regular reporting on all efforts by agency o Ability to meet in-person on at least a quarterly basis

7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org

V. Proposal Guidelines We understand you will each have your own way of preparing your proposals; below are suggestions for aligning your unique strengths with our evaluation criteria. Please bring 5 hard copies of your proposals for presentation in person on a date to be determined in the next 2 months. The key areas we will be assessing are below. Expertise § Demonstrated expertise with our target audiences and membership organizations (preferably associations or professional societies) § A case study of a client with same audience, industry or marketing challenges as Scrum Alliance § Three client references we can call Services § Demonstrated abilities in B2B marketing strategy, brand identity systems, and multichannel marketing campaigns Bandwidth § Proposed team, expectations for client continuity and how much of their time will be split among other clients Cultural Fit § Shared values and ways of working Fees § Transparency of fee structure, what are hourly rates by key function/role, and what are the proposed project estimates (can be ranges) Agency Search Timeline • Responses to RFP due Dec. 19 • Initial phone calls between Scrum Alliance and agency to review individual RFP responses with selected agencies o Selected agencies must have provided firmographic information and demonstrated expertise in key areas • Decisions to move forward with in-person proposal presentation by Dec. 31 • In-Person proposal presentations in Denver in January • Conduct client references for top agency 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org



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Review and sign agreement by mid-February Start work in March

Timeline is subject to change. Questions? We know you will have questions! Please call or email Sarah Moraes or Manny Gonzalez to expedite the answers. Sarah Moraes – [email protected]; Manny Gonzalez; [email protected]

7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org 7401 Church Ranch Blvd. Suite 210, Westminster, CO 80021 | scrumalliance.org