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NEWHALL KLEIN What began in 1989 as an agency geared towards strategic branding and design of food packaging and food service solutions, has since developed into a full-service strategic marketing agency, serving clients of varied industries across the United States and Canada. Our dynamic, highly talented team serves the business-to-business and business-to-consumer markets. Our client roster includes American Roland Food Corp., Kroger Co. of Michigan, Michigan State University Product Center, Western Michigan University, Greif, Arvco Container, The Canadian Beef Information Center, The Farmers on the Move Blueberry Coop of Southwest Michigan, Sandridge Food Corporation, Dawson Food Products, Schuil Coffee Co., InterNational Electrical Testing Association, Fabri-Kal, Nulty Insurance, and others. Our marketing solutions have included brand development and rollout, nomenclature, brand positioning, and multifaceted marketing campaigns that include brochures, catalogs, website design and programming, social media, direct mail, advertising, e-training, and publications. We pride ourselves on our ability to partner with clients and truly become an extension of their in-house marketing team. The MCCA account will be serviced from our main office in Kalamazoo. Our two managing partners, Sandy Klein and Randy Vanderlaan, are at the helm, and reporting to them are our Creative Director, Rob Hicks, and Director of Account Services, Lindsay Broveleit. NK’S MCCA TEAM The four NK team members listed below represent the key contributors to the MCCA account, but behind them will be a full team of designers, production artists, copy writers, web designers, and new media developers. Sandy Klein – President, Executive Manager As proprietor of Newhall Klein, Sandy oversees all projects from an executive level. She brings over 20 years experience in B2B and B2C marketing through working directly with Johnson & Johnson in Cleveland, then agency work in Atlanta with Coca-Cola in brand and package design before starting Newhall Klein in 1989. Sandy’s experience through Newhall Klein includes nationally recognized food brands, Western Michigan University, and the MSU Product Center. Her list of clients has also included local, regional and national restaurant chains, hard-goods brands, professional services, financial, and insurance companies. Sandy’s reputation is built on her uncanny ability to read clients and situations, translate their needs into designer terms, and deliver solutions that are dynamic, on target, and successful. Tyler Smith – Account Executive Tyler is a resourceful and dynamic Account Executive with a hands-on approach to client relationship management. In his almost 3 years with Newhall Klein, he has worked with clients to develop multi-faceted campaigns encompassing advertising, branding, packaging, sales and digital communications. His client industry experience includes food service, retail grocery, entertainment, electrical, and industrial manufacturing. Tyler graduated from Michigan State University with a Bachelor’s degree in Advertising and a Specialization in Public Relations.

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Lindsay Broveleit – Director of Account Services Lindsay is a results-oriented digital marketing expert with a successful track record in account, program and project management. Her experience at MRM Worldwide, Bolin, and Biggs Gilmore fostered her skill in executing strategic and tactical plans for digital marketing, while leading teams to successful delivery. Before joining Newhall Klein, Lindsay was a strategic contributor to social marketing for major consumer brands including Heinz, Betty Crocker, Freschetta, Tony’s, and Red Baron. Lindsay joins NK as our Director of Account Services, overseeing all client-facing relations. Lindsay graduated from the University of Iowa with a Bachelor’s degree in Journalism and English. Rob Hicks – Creative Director Born in Lansing, Michigan, Rob graduated from The Art Institute of Chicago. While in Chicago, he worked for Karnes Prickett Design, Monaco Viola, and VSA Partners on brands such as Motorola, Georgia Pacific, and Harley Davidson. For the past 10 years, Rob has served as Creative Director at Newhall Klein, managing a highly creative and motivated group of designers and offering time to speak to graphic design students at Kalamazoo Valley Community College and Western Michigan University. RELEVANT EXPERIENCE Branding Campaigns Every brand encounter has the potential to shape your customer-relationships. At NK we understand the importance of each element’s impact. We consistently work with multi-million dollar organizations to develop and execute multi-faceted branding campaigns – whether we’re launching new brands, maximizing their existing brand strengths and minimizing weakness, capitalizing on opportunities and leveraging brand successes. We act as brand stewards for our clients, ensuring the consistent and effective delivery of brand messages at every touch point. For the Western Michigan University School of Music, we transformed what was once a lack-luster alumni publication and a curriculum guide into visually branded, strategically driven print pieces that could better compete with other music schools. The WMU School of Music now sets the standard, by offering students a clearly laid out and visually impactful curriculum guide. The pieces have evolved significantly over years – starting out as simple white paper documents created in-house at WMU, to full color professionally printed pieces that the school is proud to offer to alumni and prospective students. Branding Campaign Experience References: Greta Schuil Schuil Coffee Company 616-956-6815 greta@schuilcoffee.com Matt Birbeck MSU Product Center 517-353-1619 birbeckm@anr.msu.edu

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Creative Writing For communication to be effective, there must be a balance between graphics and narrative. A powerful illustration or graphic can provide immediate impact, but a strong narrative is lasting. NK brings creative and pragmatic thinking to all client communication efforts to ensure the message is delivered in a memorable fashion while staying consistent with client marketing objectives. NK writing experience includes brand nomenclature, taglines, campaign messaging strategies, ad headlines, web and social media content, articles/publications, packaging copy, brochures, press releases, and many more. Creative Writing Experience References: Ryan Westerman Shamrock Foods 602-477-6177 Ryan_Westerman@shamrockfoods.com Scope of work: We write articles for Shamrock’s quarterly publication, SmartSolutions. We also layout and design the entire publication. View the summer 2012 issue here: http://www.oneilprint.com/flipbooks/shamrock-smartsolutions-summer2012/ Pete Palazzolo Palazzolo’s Artisan Gelato & Sorbetto 269-561-2000 pete@4gelato.com Scope of work: As a portion of our extensive work with Palazzolo’s, we write copy for and design print ads for various regional and trade publications. Select examples can be found as an attachment to this proposal. CASE STUDY In 2011, Newhall Klein was given an incredible opportunity to help develop a brand from the ground up. We were approached by the MSU Product Center who was working with Farmers On The Move, a newly formed cooperative of Hispanic blueberry farmers in Michigan. When they came to NK, Farmers On The Move had a name, a few farms, and a vision for success – after we finished, they had a brand. Our experience with Farmers On The Move started with heavy research and situation analysis – in other words, we asked a lot of questions: What’s the climate of the blueberry industry in Michigan and beyond? Who are the major players? How are they marketing themselves? What do consumers and retailers look for in a blueberry brand and supplier? Who are our target audiences? Through it all, we determined that Farmers On The Move, like any good brand, needed a story. As it turns out, many family-owned farms are falling by the wayside as the younger generations lose interest in the family business – as a result, large amounts of farmland are being sold to the highest bidder. Farmers On The Move represents a new generation of family farmers, who not only provide high quality, local produce, but who are also helping to preserve our farmland. With research to back us, and a story to build on, we set out to solidify the Farmers On The Move brand. Projects included designing and developing the logo, packaging, website, Facebook page, sales material, POS displays, marketing plan, membership marketing plan, and more. Because we were starting from scratch, we

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didn’t need to worry about any preconceived opinions of the brand or existing visual elements to incorporate, which was liberating from both a design and strategic standpoint. In the end, NK established the framework of a strong retail brand. As with all of our clients, the continuation of their identity is fulfilled not only with our expertise and support, but also by their own dedication to truly live the Farmers On The Move brand. PROJECT MANAGEMENT APPROACH Once we’ve established a strong brand strategy and strategically sound Marcom plan, how will we manage the work so projects are on time and on budget, every time? The NK captain of the MCCA team is your project manager. The project manager will track progress daily and will provide a weekly status report to key client personnel. In addition, a weekly conference call between NK personnel and MCCA staff is recommended for project updates. We have found that this approach keeps the multiple facets of a project on track, next assignments and deliverables clear, and scope creep to a minimum. In addition to providing traditional status reports, NK also offers a secure FTP site for file upload and a collaborative project management software platform. This client password-protected site provides a method for tracking visual progress of projects, placing work requests, and approving estimates and invoices. SCOPE, APPROACH, METHODOLOGY Our goal for partnering with the MCCA is to build your brand, educate key audiences, foster a positive image, and build a strong case for choosing community colleges in Michigan. Newhall Klein has helped our business partner clients successfully build and bolster their market positions and spread their key messages. We work closely with our customers, creating partnerships that reinforce our reliance on one another and the value of strong relationships. Our efforts are motivated by our natural affinity to deliver successful design and marketing tools. The brand and marketing strategy that we create for the MCCA’s promotional initiative will seek to carve out a leadership position in the minds of key audiences. A lack of enthusiasm, interest, and knowledge of community colleges as an educational option in Michigan, and a lack of education around the many positive personal and societal contributions that community colleges have to offer currently characterizes the general mindset. Success begins with a focused message and a targeted communications plan. Our method for bringing focus to a brand and its marketing communications begins with “Emersion, Discovery and Enlightenment.” This process provides the insights and guidance to create strong brand identities and impactful marketing strategies that fuel the most inspired communication tools – communications that resonate with the target audience and motivate them to act. Emersion. Discovery. Enlightenment. At the onset of this project, we will create an NK team that is dedicated to the MCCA account. The team will work closely with your key people to participate in and/or conduct research. We will be dedicated to partnering with the MCCA to architect a unique brand positioning and establish aggressive Marcom

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objectives and strategies. These objectives and strategies will provide the blueprint for the brand identity, creative look and feel, targeted communications plan, and campaign design. The success of this process will benefit from our combined expertise. PHASE I – MARKETING COMMUNICATIONS STRATEGIC PLAN A. KICK-OFF MEETING Newhall Klein will assemble the best creative and strategic support team for the MCCA and facilitate a kick-off meeting with the MCCA marketing team. In this meeting, we will present our thoughts and recommendations based on our industry experience relative to key questions that will be discussed. We will then work together to refine our focus and identify the details that will lead to the greatest insights, the most impactful communication strategies, a unique brand positioning, and communication tactics. We will conduct a SWOT analysis with the group in an effort to arrive at a unified mission for the initiative. B. BRAND POSITIONING AND MESSAGING RECOMMENDATIONS From the Emersion, Discovery and Enlightenment process, our team will prepare and submit a “mood” board that pulls the face, heart and soul of the brand together, captures the essence of the tone and personality, and sets the blueprint for the strategic and creative campaign process. We will carve out a unique positioning statement that provides a clear and compelling brand strategy for Michigan community colleges based on target and competitive mapping. The brand strategy will consist of the following elements:

• Positioning Statement • Brand Segmentation • Unique Message (value proposition) • Support Points (to the value proposition)

C. IDENTIFY, QUANTIFY, AND PRIORITIZE TARGET MARKETS The success of our communication plan will require that we define specific targets that provide the greatest opportunity for acceptance of the initiative. Ultimately, these targets will also become champions for community colleges in Michigan. To facilitate this, NK will provide a review of previously identified targets and identify additional target segments in the geographic area. The list will serve as the primary target for the Marcom plan. Targets might include prospective students, middle and high school students, parents, high school guidance counselors, and the general public. D. MARKETING AND PROMOTIONAL STRATEGIES The MCCA’s marketing strategies will need to support a multi-faceted communications plan. NK will develop strategies that leverage the targets’ mind-sets and engage each of the key audiences through a targeted and focused set of communication tactics. Various strategies work better for different target markets. NK will identify strategies that will target the specific markets that the MCCA desires to reach. Marketing and promotional strategies will consider the following:

• Engaging potential students and building a case for choosing community colleges in Michigan. • PR campaigns and media relations to spread the word and tell community college success stories

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• Educating the public in an effort to sway opinions that contradict the mission of the MCCA • Communicating the diverse mission of community colleges • Strategic implications in social media

Sub-total $25,000

PHASE II – BRAND IDENTITY DEVELOPMENT BRAND NOMENCLATURE & TAGLINE DEVELOPMENT Based on our findings and recommendations from the above deliverable, NK will brainstorm brand nomenclature solutions for initiative to promote community colleges in Michigan. NK will present 10-15 name options and 5-10 tagline options that succinctly and effectively communicate the purpose of the initiative. Includes 2 rounds of refinement from initial submission, and preliminary screening of trademark via TESS and Google.

Sub-total $4,500 Trademark Application (Approx.)$3,000 - TBD LOGO DESIGN Based on chosen brand name and tagline, the NK creative team will explore graphic solutions for the new logo and tagline. We will present 3-5 designs concepts for each with accompanying rationale and recommendations. From chosen concepts and client direction, NK will incorporate two rounds of revisions. This logo will serve as the foundation of additional elements pertaining to décor and color themes as they develop throughout the design process.

Sub-total $7,200 BRAND STANDARDS GUIDE From approved design and program solutions, NK will prepare brand standards for the new brand that may be comprised of logo usage, color proofs or chips, usage in various marketing materials, fonts and usage, photo style, terminology, etc. The goal is to help the MCCA and its partners to implement the brand message accurately, effectively, and consistently. We envision a binder or spiral notebook with CD accompaniment comprised of approximately 10-15 pages and the upload of brand standards information to the MCCA website. NK will develop the standards, prepare the documents, and deliver 3 master standards booklets. Sub-total $4,500 PHASE III – TACTICAL MARKETING COMMUNICATIONS RECOMMENDATIONS WEBSITE DESIGN Newhall Klein will design and develop the online component for the newly developed brand. The approximately 15-20 page website will serve as a central informational hub, allowing users from various audiences to interact with and be exposed to educational and entertaining content intended to advance the mission of the initiative. Options for the site design will utilize the new logo design in a manner that helps solidify the brand and campaign by connecting printed materials with electronic formats. NK will provide solutions and recommendations that bring value to the design and ultimately to the end user. Complete

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services will include website/page layout design, building of page templates, population of site content, functionality implementation, and hosting. In addition, NK will utilize a Content Management System to make updates and modifications if and when necessary. As site design progresses, Newhall Klein will set up a staging area for the new site which will be accessible via the web, allowing for added efficiency in reviewing the site progress, site approvals and population of content. Planning Information Architecture NK will create a diagram of the site’s architecture that includes recommendations for site features, technologies and organization of content based on target audience, site mission and usability. Design Visual Design NK will establish the theme and look and feel of the site to reflect the newly created branding. Visual design considers spatial organization of graphics and text, and graphic impact to engage the end-user and make site interactions easy and enjoyable. Up to 2 new graphic design concepts will be presented that deliver the client objectives for the site. Design services to include review of content, site organization, definition of theme, look and feel of site, base homepage layout and secondary page layout, presentation of concepts for visuals and graphics, increased clarity of navigation and optimization of images. All secondary page layouts will follow one approved format. Estimate includes 2 rounds of client revisions from first presented design concepts. Production Site Layout NK will utilize modern CSS (cascading style sheet) and html page layouts and optimize all imagery to create a solid fast-loading site. Includes cross-platform testing on all modern browsers. Population of Content NK will populate all initial (pre-launch) site content provided by the client. Estimate includes copy writing of up to 15 pages of content, and 1 round of client edit revisions. CMS (Content Management System) NK will implement a CMS that allows the client to easily maintain the site’s content. The CMS keeps track of every piece of content on your website. Content can be simple text, photos, video, electronic documents, or just about anything you can think of. A major advantage of using a CMS is that it requires almost no technical skill or knowledge to manage. Hosting NK will host the site, including email accounts. Hosting includes:

• PEER1 Network (Internet “back-bone”) • Data Centers include: Climate Control, Redundant Power Backup, High Security • Unlimited POP or IMAP Email Accounts • Optional browser-based Email account access

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Post Launch Training/Creation of Templates Provide up to 3 hours of training for client website administrator and create necessary templates to assist client in uploading information in specific formats. Sub-total $25,000 – 35,000* * Subject to change based on functionality needs determined during planning Monthly Web Updates NK will be responsible for clicking through and making frequent content updates to the Southwest Michigan manufacturing website. Monthly rate includes updating site content and routine web maintenance. Quarterly reviews will be held between NK and client to evaluate the monthly agreement and to determine if any adjustments need to be made. Sub-total $450/mo CAREER FAIR / TRADE SHOW BOOTH DESIGN Design Concepts NK will provide 2 design concepts for the overall look and feel of a 10’ x 10’ show booth to be used at career fairs, trade shows, or other events. Based on brand messaging, NK will recommend and present the best 2 options for optimal brand representation. Includes up to 2 rounds of client revisions in concept phase before moving to art production. Art Production Based on approved design and referencing die files from vendor, NK will create working art files. This may include the collection and purchase of stock photography based on client approval. This includes up to 2 rounds of revisions and finalized art for each piece of the booth display to be sent to client and/or printer. Sub-total $8,500 Production $6,250-$11,250 (Approx.) CAMPAIGN BROCHURE Design Concepts NK will provide 2 design concepts for a 6-8 page 8.5” x 11” full color brochure that will include recommendations for design layout. Design will incorporate newly established logo and deliver consistent messaging as determined by the marketing campaign. Includes 2 rounds of design revisions. Copywriting Based on information gathered from client, and determined in the Marcom plan, NK will write copy to reinforce the message and image of the community colleges in Michigan. Copy will be flowed into approved design taking into consideration font style and size, appropriate use of white space, and readability. Imagery In keeping with the brand messaging, NK will recommend new photography or utilizing stock photography where applicable.

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Final Files Once design direction and development is approved, we will assemble files and deliver final art electronically to the client or your printer partner. Includes quality control and final proofing services. Sub-total $10,500 Photography Day Rate $3,500 Models Hourly Rate $100 minimum Printing (qty. 50,000) $65,000 (approx.) VARIOUS MEDIA ADVERTISING DESIGN NK will develop effective print advertising for regional publications, outdoor, print and online. Considerations will be given to messaging (in keeping with approved positioning statement) at all target levels. NK will present up to 3 concepts that can be easily adapted to varying markets. Includes 2 rounds of revisions to chosen concept, copywriting and final files for one ad. NK will make every effort to repurpose existing photography. If photography is necessary, we will estimate as needed. Sub-total $7,500 Initial Concept Each Additional Concept Sub-total $3,500 Each Banner Advertising Sub-total $500 Each VIDEO PRODUCTION Video is a powerful tool and can be used for a variety of applications, such as campus tours, educational segments, TV spots, mission overview, potential student presentations, and more. NK will coordinate all aspects of the video shoot, including scheduling, script writing, art direction, videography, post-production, and preparing final files for web or other media. Estimate includes:

• Script writing (2 rounds of client revisions) • HD Video Production (high definition, 1080) • Shooting Original Video Footage (travel not included) • “Directing” on-screen Talent and Extras (as needed) • CG (computer graphics & video supers) • Stock Music (if applicable) • 2 Round of Edit Revisions (additional rounds extra)

Sub-total $1,200 per f inished min.* * Estimate will be subject to change should the scope of the video change. SOCIAL MEDIA Page Design and Planning NK to create Facebook, LinkedIn, and Twitter accounts for the new brand. The Facebook and Twitter pages will incorporate newly established branding to connect social media efforts with other marketing efforts. NK will also enable the ability to post in one place and have the information feed out to all other social media

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outlets. Estimate includes 1 round of client revisions to look and feel of Facebook & Twitter pages. NK will educate and train MCCA personnel on the basics and best practices for managing the social media accounts. Deliverables to include a written document outlining best social media practices, recommendations for types of content to post, and a sample content calendar for MCCA reference. Sub-total $4,000 Monthly Social Media Management Estimate includes researching, gathering, and planning content to post, regularly posting client approved content, and tracking and reporting social media activity and progress. NK will provide a monthly calendar of content recommendations for the Facebook, Twitter, and LinkedIn pages to be approved by the client. Recommendations will include type and tone of content, as well as a schedule of when content is to be published. NK will collaborate with client to create content that will pull people into the Social Media pages and encourage them to join in the conversation. Examples of good content are videos, web links, photos, events, inspirational stories, company spotlight, job postings, community resources, etc. Sub-total $500/mo RADIO ADVERTISING NK will develop a radio campaign based on approved brand messaging and marketing strategy. Copy will consider target demographics, use of sound effects and music, and communicating the mission on the initiative in an educational and engaging manner. Estimate includes the development of two 30-second ad concepts, production of chosen concept, and 2 rounds of client copy revisions. Sub-total $850 EMAIL MARKETING NK will create the layout, design and messaging for an e-blast to reach specific audiences of the MCCA. E-blasts could be targeted to students, high schools, media outlets, etc. Design will include newly created branded elements and appropriate graphics depending on the content or intent of the e-blast Services to include copy writing, layout of design elements, formatting, and coding the artwork to include clickable links on the e-blast so that it can be sent through Vertical Response. Estimate includes 1 design & messaging concept and 1 round of client revisions. Does not include sending the e-blast – associated costs will depend on size of email list. Sub-Total $950 Each

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PHASE IV – EVALUATION Google Analytics & Facebook Insights Program evaluation will be an ongoing process. To evaluate the campaign’s quantitative effectiveness, NK will utilize Google Analytics to track web site traffic, and Facebook Insights to track social media progress. These tools will give us a snapshot of the demographics that we are connecting with, how they are getting to the sites, and in what numbers. Analytics and Insights reports will be delivered monthly. Sub-Total $400/mo Focus Groups & Surveys From a qualitative perspective, NK will conduct focus groups and surveys at various stages of campaign deployment to gauge public opinion of Community Colleges in Michigan. Surveys can also help us determine if our message is being heard and by what audience. NK will develop surveys, source participants, and conduct focus groups in a neutral location. Sub-Total $7,500/each CREATIVE WRITING SERVICES All projects outlined in the above proposal include copy writing and/or campaign messaging strategy when applicable. Separately, copy writing will be charged at the rates outlined below and will be estimated on a per project basis. All costs below are based on providing 1 creative copy concept, and include 1 round of client revisions. Brochure (8 pg) $1,750 Press Release $300 Social Media $400/mo Advertising $500/concept Web Content $200/page This proposal has been quoted as maximum billable expenses. Any client directed changes to project parameters resulting in additional costs will require signed consent from client. This estimate is valid for sixty days from the date of proposal and does not include translations, photography, printing, applicable taxes, travel, lodging, groceries, and UPS charges. We will begin the project(s) upon approval of the charges. We appreciate the opportunity to work with you on. Sincerely, Tyler Smith Newhall Klein, Inc.

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CREATIVE WRITING SAMPLES – PALAZZOLO’S AD HEADLINES