COVER LETTER

Mr. Xxxxxx Xxxxx

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I’d like to introduce myself and my company to you and the Centurion American team. 

 

I lead a boutique branding and creative agency located in Downtown Plano called JSDesigns. We’re a tight-knit, creative team who is active in the local community. We try to stay abreast of important planning and events that are shaping the future of Plano and the Downtown area.

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As such, I attended the recent City of Plano Planning & Zoning Commission meeting in April and would like to congratulate you on a very positive reception – and the unopposed approval of your zoning requests for the Collin Creek Mall area.

 

Along with most of the business community in east Plano, we’re very excited about Centurion’s plan to redevelop the mall area. I personally feel that Centurion’s vision for a modern, mixed-use development supporting families, businesses, and the broader community in an area that has effectively been dead for more than a decade is exactly what the area needs

to turn it into a true destination.

 

JSDesigns would love the opportunity to become one of the project partners that helps Centurion launch the development phase of the new Collin Creek community.

 

We’ve created this introductory piece in hopes that it opens the door to further discussion. It includes an overview of our company and some insights as to what we can offer Centurion.

 

Give me a call and we’ll get the conversation started.

 

Jeff Snider

President, Creative Director

214.298.3504

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MARKETING & PROPOSAL COPY

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Centurion America + JSDesigns
A CONVERSATION about a COMMUNITY

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We are JSDesigns, a boutique design agency and emerging creative force in the Plano area. Along with previous relationships in a variety of industries, we are currently building on recently formed relationships with the municipal community in Plano, including a role as Agency of Record for the Historic Downtown Plano Association (HDPA).

 

We’re excited about the prestige and growth that Centurion American and the Collin Creek Development will bring to the area – and would like to be considered for a role in branding and marketing the project. The following is a brief explanation of how we would approach that role.

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Understanding the Project

We know projects as broad and multi-faceted as the Collin Creek Development (CCD) require a multi-phased approach:

 

Complex launches like the CCD go through evolutionary changes and unexpected shifts that force the parties involved to adapt their processes and tools – and often adjust perspectives and goals. When these shifts are understood and anticipated correctly, they can be a productive and transformative to a project, shedding light on better solutions, new approaches, and more positive ideation.

 

Flexibility First.

From a marketing and branding perspective, large, mixed-use marketing initiatives require a deliberate, timeline-oriented approach. At the same time, agility and flexibility must be built into the process to accommodate the ever evolving project environment.

 

By design, specific elements of the campaign should accommodate change as the project timeline progresses. Website(s), media kits, and recruiting and leasing collateral should all be adaptable and scalable in their design to minimize effort and work as change occurs.

 

Where to Start.

The creation of a solid core identity for the development should be priority one. This not only gives the project a public persona, but helps to create a sense of consistency and stability in the public eye. This brand foundation will set the visual tone for the overall project, informing all subsequent materials.

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Scope of Work

We’ve prepared this chart to better outline our general understanding of the primary tools required, and their nuances. This illustration represents only the Pre-Ground Breaking to Ribbon Cutting phases of the CCD project.

 

We understand that as the project evolves and grows, Centurion and its partners may request or require additional strategies or tools to achieve specific goals.

[ GANT CHART FOLLOWS ]

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Why JSDesigns?

We are built on an emerging agency model that is slowly shifting the balance of business in our industry.

CREATIVE + AGILE + PERSONAL

 

Agency customers are realizing that extensive account teams, extended service staff and add-on creative assets rarely mean more than bloated bills. The best service experience, and often the best work, comes from a personal service experience. This is what we deliver.

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First We Listen

Every successful brand began with a single conversation. Understanding who you are, who you want to be, and the problems you need to solve are key to arriving at the right solutions. In every engagement, we make that connection our focus, believing the best ideas flow from the relationship and trust developed behind the work.

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Then We Create

Translating design thinking into design doing is what we do. We approach every client engagement with the end-customer experience in mind, treating every touch point as an opportunity to bring the target customer into your conversation.

 

Leadership Team

Our highly-experienced creative team partners closely with our clients, getting to know them and their needs in order to deliver the absolute best product possible at a fair price.

 

Our leadership team brings more than 50 collective years experience to the job. We have extensive experience in a variety of industry verticals – including Commercial Real Estate and Community Relations & Development. We believe that our close-knit, team mindset gives us an advantage over the big-agency-model – allowing us to cut through politics, and red tape that can hamper bold solutions in larger teams.

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[ WORK SAMPLES & CLIENT EXPERIENCE FOLLOWS ]

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