PROPOSAL
PREPARED FOR
FIRST & FOREMOST...
Thank you for the opportunity to tell Friedkin's story in a new way.
Who We Are
Padrón & Co. was founded in 2017 as Padrón Design Studio by a couple very much in love with Houston and each other.
Our team now helps businesses reach new heights and new audiences using:
- Visual storytelling driven by real user experience data
- Competitor research to ensure best placement and positioning
- Every technology available to make your efforts go further
OUR MOTTO:
"Design is Empathy; Empathy by Design"
To create the best work possible, we believe it is our duty to consider everyone who would be interacting with the final product, from the client to their employees to the end user or viewer.
Truly great design, great marketing, and great service are always continual exercises in empathy.
We have spent seven years perfecting our company structure. We have hired the best local talent for the needs of our clients. We don’t offer any specialized services we couldn’t complete with our in-house staff, ensuring quality and cost-effectiveness, and giving us the freedom to work with the clients we love.
Proudly based out of the Lyric Tower in Downtown Houston, TX.
Clients, Past & Present
We are so very proud to be defined by the company we keep. With over 20 active clients at any time, we found our niche in ongoing design and content marketing support services for those most in need.
AAMA (The Association for the Advancement of Mexican Americans)
Alley Theatre
Alliance for Aging
Arts District Houston
Asia Society of Texas
Avenue CDC
Buffalo Soldiers National Museum
Care for Elders
East End Improvement Corp.
Evelyn Rubenstein Jewish Community Center
Exchange Club of Conroe
Families in Nature
First Christian School
First Service Credit Union
Fort Bend County Links
Gilbert and Sullivan Society of Houston
Glenwood Cemetery
Good Reason Houston
Houston Center for Contemporary Craft
Houston Contemporary Dance Company
HDMA (Houston Digital Marketing Association)
Houston Exponential
Houston Grand Opera
Houston Jewish Community Foundation
Houston Loves Teachers Initiative
Houston Recovery Homes
iNDIEFLIX Foundation
Japan America Society DFW
LifeGift Organ Donation
Midtown Houston
Midtown Cultural Arts District
Medical Benevolence Foundation
Opera in the Heights
Plan A Health Clinics
Planned Parenthood
Society for the Performing Arts
Space Center Houston
SpringSpirit
Station Houston
The Powell Foundation
Quality of Place Conservancy
Women’s Resource of Greater Houston
Undies for Everyone
Workshop Houston
Baker Training Institute
Café Poetes
Codistas IT Services
Dini Spheris
Donna Mark Designs
EAC Consulting
Everest Foot and Ankle
Goose Creek Creamery
HMT Tank
Institute of Contemporary Dance in Houston
Kayva Rose Event Management
Kindred Cares
Link Crude Resources
Link Data Services
Milstead Glass
Mindful Refocus Coaching
New Canaan Farms
Reading Lounge Café
Revel Technology
Sesh Coworking
Shining Star Stichery
Southern Yankee Beer Co.
Southern Yankee Crafthouse
Sweat Heaven
TBS Fitness Events
The CFO Element
The Great Connections
Towerwood Farms
Ultraflote
Vaughn Construction
VineSleuth
William Harris Lee & Co. Fine Instruments
Wells Abbott Showrooms
Wells Textiles
Wells Warehouse
Wilkenfeld Speech Pathologists
Board Wizards
Core Simulations
DermaVision
EDM Facilities
Forestage XR
Generosity Culture
Houston VR
iNDIEFLIX
infoFluency
Koda Healthcare
Luminare Med
Major Decision
March Biosciences
Phase Scheduling App
P97 Networks
SAF-T Vest Solutions
Scoop Health
Simple Flood Control
TrackIt App
Treehouse App
TrueGrid Pavers
Unleashed Generosity
Z3VR
Your Existing Leadership Team
Organizational Chart
Our team is broken up into content and creative departments with frequent overlap.
Daryl oversees all content creation, such as social media writing, blog and website content, press releases, and general copyediting.
While our founder, Gracie, oversees all creative, Minhthy ensures all projects are entered into our system, completed on time, and run smoothly overall.
Ian would be your dedicated video editor and main web editor. Catherine and Cori can help with graphic and web support.
Additional Tools at Your Disposal
Your Client Portal
A frequently updated page on our site that gives you an update on all aspects of the retainer. You can click the Give Feedback button to make edits that will be automatically added to our Asana project management software without interrupting your future Monday integrations.
Asana Dashboard
Detailed live reporting of where all hours of the retainer are used. After a project request has come in, our project manager enters it into your retainer-specific project and assigns a designer or writer to your request. The request is then reflected in your Client Portal.
Current & Recommended Retainer Structure
Recommended
Current
Overall Goals
We understand that you don’t use social media to sell. Overall reach, brand awareness, and recruitment are the true goals for your accounts. Here’s how we hope to accomplish this.
Video Storytelling
Shift Audiences
Focus on Reach
Emulating What's Working
Auberge and AS Roma are prime examples of fully developed social media marketing teams with quality video content and storytelling. Their videos are edited vertically for Reels and TikTok, and conceptualized months in advance for quality execution. They give more than a short quip. In fact, they provide CONTEXT for the decisions and people behind the brand news.
Example 1:
When Auberge didn’t have enough content to announce an upcoming resort opening, they used custom animation using historical drawings. Our in-house animators can help.
Example 2:
For AS Roma, they have a built-in audience so they perform well but the editing speed matches the content. While they produce their own content, we can attempt to match the speed for other accounts.
Reporting & Key Metrics
We are able to provide full monthly reports of all channels. In our monthly meetings, we go over what posts are working and how we can shift strategy to continue growth.
However, it’s important to note that any shift in content, especially limiting content to different audiences, may limit engagement in the short term.
We recommend boosting some posts so it continues to reach the right people.
An example of your current audiences from the main Friedkin Group pages, taken from Sprout Social.
Current Audience
Marco
Rome, Italy
- 33 Years Old
- Bartender
- Soccer/Football Fan
Targeted Audiences
USA
- Automotive
- Investments
- Soccer Fans
- Entertainment
- Golf
Texas
- Hiring & Careers
- Interns
- Associate Outreach
UK & Europe
- Investments
- Travel & Adventure
- AS Roma
- Entertainment
Women
- Travel & Adventure
- Golf
- Entertainment
- Associate Outreach
- AS Roma Women
Expanding Audience Reach
After studying your demographics in Sprout Social, we were able to see that over 83% of your audiences are male and about 70% are based in Italy. For ease of visualization, we’ve named this audience Marco and gave him a job at a bar in Italy. This person is not likely to want to invest with Friedkin, get a job with any of your brands, or visit some of the international destinations. In fact, they are frequently posting “angry” emoji reactions on Facebook since you turned off comments.
We’d like to suggest limiting the content to specific countries and even states. We can do this on a post-by-post basis. We also recommend just boosting the posts to the desired existing followers or new audiences.
Past Client Strategies
It has been our pleasure to work on a variety of social media campaigns for our clients as part of their full-service retainers. Some businesses have come to us exclusively for social media and grown their retainer from there. The following case studies are meant to illustrate skills similar to Friedkin’s brand needs, from creating animated videos from limited international content to luxury brand support to engagement support.
CASE STUDY
The Wells Companies Luxury Brands Social & Email Support
The Wells Companies, much like Friedkin’s Auberge accounts, is made up of a variety of companies with different target audiences. TFG’s need to capture luxury in clean photography is not lost on us, even if most of our clients usually require more storytelling and graphic support. We have a full case study on our website about how we shifted their entire social strategy.
They also struggled to feature more video content and carousels, color story posts, and integrated marketing with email for events. They have since hired in-house, but they continue to use the strategies, templates, and graphics we outlined in our case study page.
CASE STUDY
Buffalo Soldiers National Museum Ongoing Support & Viral Posts
It is our sincere pleasure to continually manage the Buffalo Soldiers National Museum social media, email, capital campaigns, and exhibitions for four years now. We are helping them coordinate their interior in the next year.
CASE STUDY
Medical Benevolence Foundation #BeBenevolent Campaign
MBF helps build hospitals around the world by building entire medical systems and educating the local populations in the latest nursing techniques. For example, we have run a fundraising campaign to get “first breath” training to nurses handling newborns or to get “Mother’s Day” cards to moms in their Malawi maternity wards.
Their main concern was that they didn’t have a brand, so we first helped with developing a brand, from fonts and colors and custom iconography, to how they discuss the life-saving work they do. They have limited photography and no way to take new photography on the regular, so the work was very graphic-based and boosted with ads, depending on data to drive action.
CASE STUDY
East End Houston Mural Short-Term Tourism Campaign
East End Houston’s Cultural District reached out to us for a full marketing campaign surrounding their 2-mile mural project. We helped them create and distribute a series of bilingual social media videos. We created custom landing pages on their website with interactive maps leading to each mural and a page per artist, translated in English and Spanish.
The social media posts reached an engagement record for them, spiked their website visits, and drove email signups and visits to the murals. No ads were used for this campaign. It was completely organic, utilizing video content and consistency for reach.
Website Support
Overall Goals
All managed websites will have to be updated to correspond with the results of the BASIC branding project. This can be an overnight change, planned months in advance and done entirely in-house with our team.
Maintain Security
Improve UI/UX
Holistic Strategies
Security, UI & Performance
After meeting with your IT department, we understand that security is one of your main concerns. Given our history with Space Center and other local institutions, we feel we have the background necessary to continue this request even as you transition to WordPress.
Though we could not speak with 160/90, we believe that the obvious reason for switching away from Modx to WordPress was for easier updating and additional integration tools. Our in-house web designers and developers are able to continue the transition with more design and intention.
Some basic testing proves that most Friedkin brand sites are not currently ADA compliant, nor are they being updated on the backend.
Adopting an Integrated Digital Marketing Strategy
There is currently no active use of integrated digital marketing strategies at The Friedkin Group. There is no way of tracking where followers and site visitors are coming from or where they’re going.
We believe this is for two reasons:
1) There was no employee in-house capable of holistic oversight of digital marketing, and the previous agency was not actively doing it.
2) The goals of The Friedkin Group’s brands are so different that we have been reactively reporting their progress rather than proactively finding ways to track and retarget engagement for increased reach across all channels.
We must raise the visibility of Friedkin without sacrificing the integrity of the sub-brands.
Past Client Website Examples
Explore some of our builds below. We are also often hired to maintain the sites after launch. Most of the list below are currently managed by us.
Graphics Support
With four designers on staff, we are happy to support with any miscellaneous requests from HR. Given our experience with your team, we know that this is where most requests come from. However, we also understand there’s a desire to hire this position in-house, so we are ready to temporarily support and train any future hire. We have allocated a smaller number of hours per month than we currently handle because of this.
Overall Goals
Our experience in branding and design execution is marked by Gracie’s background. We have helped many brands execute their plans after a redesign or brand ideology project.
Support Future Hire
Maintain Standards
Innovate Where Possible
Experience with Brand Pivots
We have experience helping developing and expanding upon brands like Space Center Houston, Houston Saengerbund, and The Women’s Resource.
Founded as a graphic design studio, we know we can drive your future in-house team through the execution of a brand pivot.
Pricing Model
We offer a variety of pricing options: fixed retainers, hourly as needed, and project rates.
For this RFP, we recommend continuing a fixed retainer but with some shifts from the current retainer so time is allocated correctly. Additional cost is meant to cover increased website and additional support for Congragee’s accounts.
Current
-
65% Social Media Content
-
25% Graphic Design
-
10% Website Support
Suggested
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80% Social Media Content
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15% Website Upgrades
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5% Graphic Design
Add-ons
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Event Support
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Additional Social Accounts
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Printing Support
References
Desmond Bertrand-Pitts
Executive Director
Buffalo Soldiers National Museum
desmond@buffalosoldiersmuseum.org
832-287-5717
Marci Dallas
Cultural District Director
East End Houston Cultural District
culture@eastendhouston.com
713-928-9916
Rochelle Pettaway
Social Media Manager
Space Center Houston
rpettaway@spacecenter.org
313-209-2829
Let's Keep Working Together!
It has been our sincere pleasure to work with the new Friedkin marketing team. You’ve gotten to know how we work. Now, let’s continue the journey.
Padrón & Co. is a leading creative, marketing, and digital communications agency that helps nonprofits and small businesses make meaningful connections and further their missions.
Social Media Support Strategy
As your interim digital marketing agency, we currently manage all channels outlined above. We have identified the following opportunities for growth per brand. Click on each name to expand and explore.
Continue to post regularly on the main channel, editing and updating the content. We hope to find new stories and new ways of gathering content by communicating effectively with all subbrands.
Updated visuals overall for better storytelling but with the addition of faster, more exciting videos to capture the feeling of the events.
They have accounts that have no posts on them. This can be easily remedied since we do post about them on the main Friedkin page. Just requires a little love and attention to really grow. They have followers despite no posts whatsoever. The interest is there.
As Dan’s passion project, we want this to be glamour shots edited professionally and distributed on a consistent basis. Consistent posting is our priority.