Port of Long Beach - RFQ Response.

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Prepared by
Prepared for

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Mr. Art Wong
Assistant Director of Communications and Community Relations
Port of Long Beach
925 Harbor Plaza, 2nd Floor
Long Beach, CA 90802
Mr. Art Wong,
Thank you for inviting us to participate in the review for your account. All of us here at ETA Advertising
are absolutely thrilled and excited at the prospect of doing business with the Port of Long Beach, and
especially working with you, Heather Morris and the rest of the POLB team.
What follows is our response to your Request for Qualifications. No doubt you’ll notice we’ve spent
considerable time developing and packaging our response – it was a labor of love. We’re passionate
about what we do and know full well our success is contingent on your success.
We work best with clients who are demanding in setting objectives, strategies and performance goals
that can be used to evaluate progress. As a part of working together, we also want to agree on the
specific definition of any assignment before anything is created.
We want you to be absolutely honest with us. Tell us what ideas you like, what you don’t like and why.
(Any other way is time consuming, expensive and frustrating.)
In return, we promise to work hard to understand your business by learning how prospective customers,
as well as current customers, view the Port of Long Beach, your competitors, and the important issues
surrounding container port selection.
These insights will allow us to develop marketing and advertising programs that connect with customers
and prospects – both on a deeper rational and emotional level. And, ultimately drive your business to
new heights.
Thank you again for the opportunity to serve your strategic marketing and communication needs.
Best regards,
Cindy Allen
President

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CONTACT INFORMATION
Legal name of firm
ETA Advertising, Inc.
Street and web address
301 Pine Avenue, #B
www.ETAadvertising.com
Main telephone number
T: 562.499.2305
Primary contact (name, title, address, telephone number, email address)
Ms. Cindy Allen, President
301 Pine Avenue, #B
T: 562.331.1620
E: callen@ETAadvertisng.com
Address and phone number of the office where the work is to be undertaken
301 Pine Avenue, #B
T: 562.499.2305

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OVERVIEW/BACKGROUND
General description of the firm, including structure
(I.e., individual, partnership, corporation, joint venture)

ETA Advertising is a Long Beach-based, full-service advertising and marketing firm. The agency is a
woman-owned, certified small business serving the advertising and marketing needs of public and private
sector organizations. The company was incorporated in California in August, 2005.
ETA Advertising’s business affiliations and memberships include:

This is no kid-sized operation. The Port of
Long Beach moved 6.3 million TEUs in 2010
(everything from rubber duckies and electronics
to petroleum coke). That’s a 23.6% bump from
the previous year – reportedly the largest single
increase of any U.S. seaport.
 American Marketing Association  Long Beach Police Foundation
 American Association of Ad Agencies  Long Beach Women’s Business Council
 California Building Association  Long Beach Memorial – Partnership in Excellence
 Century Club  Rotary Club of Long Beach
 Direct Marketing Association  Sales & Marketing Council of Southern California
 L.A. County Small Business Enterprise  Women’s Business Enterprise
 Long Beach International Business Council  Women’s President’s Organization
 Long Beach Police Officers Association

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OVERVIEW/BACKGROUND (cont.)
Creative
The creative department is responsible for the creation and execution of all advertising materials. The creative
specialists are known as art directors and copywriters. They’re the ones who conceive the overall theme for the
advertising and other communications, design, layouts, and craft all of the written content.
ETA’s talented creative staff has significant education and experience in all aspects of creative development,
including branding, print development, direct mail, collateral, out-of-home, television and radio production, front
and back-end website development, website management and maintenance, graphic design services, affinity
group marketing, media planning, database marketing and event planning.
A contributing factor in ETA’s ability to craft memorable advertising that delivers measurable results is the
agency’s award-winning senior creative team.
Bob Satmary, Senior Copywriter, has more than 20 years’ experience in building brands for a wide variety of
public and private sector clients. His copywriting work has garnered awards at the New York Festivals, OBIE,
Sunny Radio and The Nationals.
Collaborating on projects with Bob is Paul Christensen, Senior Art Director. Paul brings to his role at ETA more
than 25 years' of art direction experience on national brands.
Paul’s extensive conceptual and graphic design talent has been recognized by numerous local and national award
shows. His work has won Gold and Silver National ADDYs, an Orange County ADDY Best of Show, as well as a
prestigious Kelly Finalist award.
Sponsored by the Magazine Publishers of America (MPA), the Kelly Awards are bestowed annually to agency
creative teams and advertising clients whose magazine campaigns demonstrates both creative excellence and
campaign results.
OBIENational ADDY New York Festivals
International Radio Awards

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Media
The responsibility of the agency’s media department is to develop, negotiate, purchase, monitor and
conduct post-buy analyses of media plans that reach the target audiences effectively in a cost-efficient
manner. The staff analyzes, selects and contracts for time or space to deliver your message.
This is one of the most important decisions since a significantly large part of your budget is spent on
media time and/or space.
Our media department has in-depth knowledge of a wide range of traditional and non-traditional media
vehicles on the local and national level including print, television, radio, online, out-of-home (outdoor,
cinema, etc.) and mobile device advertising.
We subscribe to sophisticated segmentation and media evaluation tools. Among those used are Nielsen
products such as Claritas, in addition to other research providers such as MRI, Polk and ABC (Audit Bureau
of Circulations). These are critical resources in the media planning process and help us pinpoint exact
media placements (positioning, day-parts, etc.).
Once a media plan has been implemented, we monitor the performance through its duration with periodic
post-analyses throughout and a final analysis upon completion. This effort entails reviewing publication
clippings, call center reports, Google Analytics, network pre- and post-logs and the usage of tools such as
Nielsen’s Simmons system to track actual airtimes for direct response television buys.

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Production and Traffic
After the ad concept/layout is approved, it’s sent to the production department. Generally, the production
and traffic department work with outside vendors to produce the finished materials – securing mechanical
specifications and material closing dates for print ads, out-of-home, online and broadcast. The traffic
department ensures all departments complete their assigned tasks and approvals in time to make the
deadlines.
ETA regularly manages the print production schedules, print specifications and internal budgets for our
clients. We work with various Long Beach printers as well as regional printers. It’s our policy to request a
minimum of 3 printing bids for each job to ensure we’re getting the most competitive pricing. A
representative from our creative team attends every press check to ensure the final product adheres to our
high quality control standards. ETA has in-house printing capabilities that include a high-end, full-color Xerox
printer/copier and an Epson Pro 7900 large-format printer.
Account Management
The account manager is primarily responsible for establishing and growing the Client/Agency relationship,
gaining knowledge about the client’s business, profit goals, marketing problems and advertising objectives.
They are responsible for getting approval of media schedules, budgets and rough ads or storyboards. Their
next task is to ensure agency personnel produce the advertising to the client’s satisfaction.
Our account managers are considered the voice of the client and spend much of their time learning how to
merge client preferences with the agency’s creative recommendations. They form campaign schedules and
timelines, and control all of the account’s activity, allocating company resources necessary to complete each
individual project by the delivery date, and within budget.
In addition to budget control, account management is responsible for quality control, the brand’s positioning,
client billing, progress monitoring and reporting.

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Account Planning (Strategic Planning & Research)
As the importance of research has grown, agencies have combined old functions of researchers (who gather
information about consumers and markets) and account managers (who keep an overall vision of the client’s
interests) into a role called account planning.
Account planners combine research and strategic thinking into a holistic strategy. If the account manager is
closest to the client, the account planner is closest to the consumer. The account planner is the person on an
advertising team who is most likely to have spent time with consumers using the product, or in focus groups
asking them about how they think, feel and use the product.
Our account planners uncover the critical aspects of the client’s product or serve as they relate to the
customer and consider every angle of the market and the competitors. They may hold focus groups or online
panels to learn more about how people interact with your products/services and understand how best to
communicate with them.
True blue. Thanks to the Port’s forward-
thinking Clean Trucks Program, air pollution
from harbor trucks has been reduced by
nearly 80% as of January 1, 2010. ][

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History (Including year the firm was established and current operation)
Following a storied career in Long Beach law enforcement as well as sales and marketing, a visionary woman
from Long Beach, named Cindy Allen, started a new venture in 2005 called ETA Advertising. (ETA are the
initials of her daughter, Erin Taylor Allen, and the agency is a tribute to her.)
As with most fabled success stories, ETA was started in a home office and soon found itself with so much
business the company moved into a Long Beach office Building occupying 2,200 square feet at 121 W. 4th
street.
In July, 2010, ETA Advertising became a California Certified Small Business; and, in August of 2010, the
agency moved into larger offices at 301 Pine Avenue in Long Beach occupying 3,500 square feet.
It’s a wonderfully vibrant and welcoming environment brimming with great ideas and interesting people.
We’d love nothing more than to share a Danish, cup of coffee and show you around.
A sampling of our Long Beach-based client experience includes these terrific organizations:
Long Beach Client Experience
 Aquarium of the Pacific  Long Beach Chamber of Commerce
 Circle Audi  Long Beach Community Hospital
 City of Long Beach  Long Beach Police Department
 DENSO  Long Beach Symphony
 Downtown Long Beach Associates  Lyon Communities
 Farmers & Merchants Bank  Queen Mary / Fletcher Development
 International City Bank  Special Olympics Southern California

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Primary business area
ETA Advertising is a full-service advertising and marketing agency specializing
in the creation, measurement and refinement of integrated marketing
communication programs, including:
 Advertising services
 Affinity group marketing
 Copywriting
 Database and loyalty marketing
 Event and community outreach
programs
 Graphic design
 Marketing services
 Media planning, buying, post-
buy analyses
 Production services
 Social media
 Strategies and tactics
 Website design
Long Beach rules. The Port of Long
Beach is the 18th
busiest container cargo
port in the world and the 2nd
busiest port
in the United States. ][

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RÉSUMÉS
Résumé of proposed project manager
Bill Barrick, Account Director
Bill is a marketing and advertising professional who brings more than 20 years of account
management experience to ETA.
Having worked at world-class, multinational ad agencies such as Bozell Worldwide, Foote
Cone & Belding Worldwide and NW Ayer, he is highly skilled at creating, measuring and
refining integrated marketing and communication programs for public and private companies.
Bill is experienced in all aspects of advertising strategies/tactics, brand/product positioning,
market research, marketing strategies/tactics and project/team management. In business
development, he has helped agency teams identify, pitch and win more than $90 million in
new account work, and counting.
A sampling of his client experience includes the American Isuzu Motors, Auto Club of
Southern California, Avery Dennison, Dial Corp., Hong Kong Tourist Association, Intel,
Memorex, Rockwell, Samsung, Toshiba, Washington Mutual, Western Digital and Xerox.
He holds a Masters in Mass Communication with a minor in Economics from ASU; and, a
Bachelor’s in Communication from FSU.
When Bill’s not driving sales of a brand, he’s driving golf balls down fairways (and some into
the rough) at the many courses in Southern California.

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Under Cindy’s guidance, ETA has distinguished itself as an agency capable of taking on
complex, multi-million dollar projects while maintaining the kind of day-to-day senior
level client relationships and accountabilities more common to a boutique operation.
Cindy and her agency have been instrumental in building the brands of some of Long
Beach’s most prestigious businesses, institutions and city attractions including F&M
Bank, Downtown Long Beach Associates, DENSO, Lyon Communities, Queen Mary
Island, Cal State Long Beach and Circle Audi.
Prior to ETA, Cindy was with Advo Inc. as well as Valpak, where she landed and
managed such coveted accounts as AOL, Warner Brothers and Jenny Craig. Cindy also
held the position of Municipal Manager at Vendi Corporation/U.S. Filter – the largest
water works company in the United States – networking with both elected and appointed
officials in maintaining the integrity of the water and sewage systems.
A Poly High School and Long Beach State graduate whose commitment to and roots in
the city are strong, Cindy served for 12 years as a Meritorious Award-winning Long
Beach Police Officer with 40 commendations under her belt. (ETA staff members not
measuring up are cuffed and detained for questioning.)
RÉSUMÉS (cont.)
Résumés of project team members to be assigned to this engagement
Cindy Allen, President/Owner
Cindy is a self-motivated, visionary professional with diverse experience in marketing,
government, management and public affairs. Possessing dynamic interpersonal skills
and demonstrating leadership by example, Cindy is a confident, articulate communicator
with the ability to create and maintain valuable partnerships.

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RÉSUMÉS (cont.)
Shauna Wagoner, Creative Director
Shauna is an experienced, creative professional possessing exceptional talent and leadership
skills in brand development, art direction, graphic design, web design, project management,
information architecture, multi-channel media campaigns, event planning and execution, and
guerilla marketing.
In southern California alone, Shauna has overseen the marketing efforts for F&M Bank, Circle
Porsche, Circle Audi, Brookfield Homes Southland, Stadium Lofts, the City of Long Beach, DLBA,
DENSO, The Queen Mary and Queen Mary Island, Community Hospital, Aqua, Pine@Sixth, Lofts
at The Promenade and gallery421.
Shauna has managed national advertising clients such as 1-800-contacts, ADT, AOL, DirecTV and
Sparkletts, which included coordinating mailing activities, recommending available circulation,
tracking profitability, and managing ongoing print orders of 120 million+ pieces to ensure
accuracy, timeliness, efficiency and controlled pricing.
In event marketing, she has planned and produced multiple-day franchise convention events that
involved general sessions, breakouts, receptions, awards shows and learning centers.
When Shauna’s mind isn’t on work, it’s on shoes. And, the funkier and trendier, the better.

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RÉSUMÉS (cont.)
Paul Christensen, Senior Art Director
Paul brings Madison Avenue experience to Pine Avenue, contributing his art direction skills
to every ETA client. He has more than 25 years' of art direction experience on national
brands, including such respected companies as Intel, Dell Computers, Hilton Hotels,
Doubletree Hotels, Kawasaki, Taco Bell, Taylor Made, Toshiba, WD-40 and Western
Digital.
His extensive conceptual and graphic design talent has been recognized by numerous
local and national award shows. Paul’s work has won Gold and Silver National ADDYs, an
Orange County ADDY Best of Show, as well as a prestigious Kelly Finalist award.
When not producing effective, award-winning work, Paul goes deep – scuba diving and
instructing in Hawaii, Fiji and Malaysia’s Sipadan Island.
Bob Satmary, Senior Copywriter
Bob is a versatile copywriter who brings more than 20 years' of experience to all clients of
ETA, including F&M Bank, Lyon Communities, Brookfield Homes, Stadium Lofts, DENSO
and The Queen Mary.
He has envisioned and produced materials in every medium imaginable, helping to build
brands in a wide range of industries – from automotive, government, high tech, real
estate and tourism to healthcare, financial, telecom, retail, urban planning and landscape
architecture.
Past clients include Samsung, Toshiba, Fujitsu, Nokia, ARCO, Mitsubishi Motors, Lincoln-
Mercury, Burger King and Australia Tourism, as well as a wide array of luxury residential
real estate brands such as Aman Resorts, Vail Resorts, The Ritz-Carlton and The Island of
Lanai. Bob’s copywriting work has garnered awards at the New York Festivals, OBIE,
Sunny Radio and The Nationals.
Away from the office, Bob’s foodie nature kicks in – cooking, eating, watching Food
Network and the tweeted coordinates of Kogi and Nomnom.

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RÉSUMÉS (cont.)
Frank Toobi, Interactive Manager
Frank is a highly experienced software applications and tools developer for both the
enterprise and Web.
As a graduate from the University of California in Computer Science, Frank’s
knowledge of application architecture, project management, business analysis and
database design has set him above his peers.
Fluent in many platforms and programming languages, Frank’s proficiencies include
web development and programming, social networking site design and smartphone
app development.
When not working in cyberspace, Frank’s usually out fishing. Freshwater, saltwater or
mountain streams, he likes it all.
Dannette Drehsen, Account Planner
Dannette has an inherent passion for the understanding of human behavior, which has
made her successful in her role in account planning at ETA, a tenure that started soon
after the business’ inception.
Her observational skills and ability to interpret the nuances involved in her work
enrich the strategic research she produces as well as the creative work produced from
it. Having been a business owner herself for five years, Dannette quickly learned how
to understand and engage customers, and more importantly, how to fine-tune
marketing campaigns to adjust to consumers’ desires and needs.
Her work has enhanced agency campaigns for clients F&M Bank, Lyon Communities
and Brookfield Homes Southland, to name a few.
In addition to being ETA’s resident “psychiatrist", she’s also a master of song and
dance. Her favorite music – disco.

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RÉSUMÉS (cont.)
Rachel Holliday, Account Manager
Rachel brings more than 13 years of sales and marketing experience to ETA, where she
develops and manages relationships with existing and prospective clients.
With excellent managerial, analytical, organizational and communication skills, Rachel has
earned the reputation for truly caring about her clients and taking their business – and
return on investment – very seriously.
She spent 10 years in the real estate industry working with a wide range of companies –
from Canadian and Australian high-rise builders to Lennar Homes. Prior to that, she worked
with such brands as The Ritz-Carlton and Wyndham Hotels.
Throughout her career, Rachel has won top sales and marketing awards, earning
tremendous respect and referrals from clients. She thinks fast on her feet, and even faster
on her snowboard – tearing it up at Mammoth, Bear Mountain and Colorado’s Winter Park.
Rachel Stocking, Media Planner/Buyer
Rachel brings years of media planning and buying experience to all ETA clients, including
Brookfield Homes Southland, Circle Audi and Lyon Communities.
She is an expert at creating low-cost, high-reach media plans as well as investigating and
using the proper media to reach a marketing objective – whether it’s traditional and/or
unconventional media.
Her understanding of the art and science of media buying – TV and radio in particular – is
the direct result of years of valuable experience in working with successful brands such as
FreeCreditReport.com, eHarmony, Priceline, Overstock.com and Fisher & Paykel Appliances.
When Rachel’s not hitting a marketing target, she likes to hit other things. In occasional
jam sessions with her culturally diverse musician friends, she’s the prolific percussionist
banging the bongos or manning the “shaky egg.”

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RÉSUMÉS (cont.)
Cassandra Popli, Production/Traffic Manager
One of the newest strategically minded team members to join ETA is an import
from the U.K. Cassandra graduated with honors from the University of Swansea in
Wales, which included a year abroad at Cal State Long Beach.
As Production/Traffic Manager, she is responsible for the accurate and efficient
scheduling of creative work from inception through completion. A creative,
enthusiastic and technologically wired advertising professional, she also applies her
extensive Internet researching and blogging skills to the development of successful
social marketing initiatives for agency clients – as well as maintaining the voice of
the agency via blogs and posts across leading social network sites.
When not at the keyboard, Cassandra’s favorite place to be is Staples Center
cheering on the home team – most notably, Shannon Brown and Anze Kopitar.
Brian Duenas, Graphic Designer
Brian is a talented and energetic graphic designer especially gifted in conceptual
advertising. Holding a Bachelor of Science degree in Advertising from The Art
Institute of California at San Diego, he is determined in finding the right visual
solution in every situation.
Possessing a keen eye for typography and always up on the latest design trends,
Brian can be depended on to contribute a wide assortment of fresh and clever
ideas. His skills include illustration, design layout, graphic design, audio
production, website design, photography and copywriting. He recently took home
a Silver in the 2009 San Diego Creative Show ADDY Awards, which recognized his
creative efforts for Wateraid: Water Crisis in Africa.
Brian loves music, which is almost always streaming (sometimes loudly) when he’s
at the computer.

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RÉSUMÉS (cont.)
Deborah Fogel, Billing/Reconciliation
With an impressive background that includes more than 20 years of financial and
accounting experience, Deborah handles billing and reconciliation duties for all clients of
ETA.
She has worked as an accountant, financial analyst and controller, demonstrating proven
expertise in all finance-related matters – including the preparation of financial statements,
forecasts, cash flow analyses and budgets. Deborah has also initiated new computer
systems and created new internal financial reports to track cost savings.
She holds a Bachelor of Science degree in Accounting from New York’s Nazareth College
and has a passion for the outdoors and hiking. In fact, Deborah assisted the IMAX film
crew in the making of Everest, spending two weeks at Base Camp at 17,000 feet.
Elise Severson, Marketing Assistant
A recent Communication Studies graduate from Cal State Long Beach, Elise holds the title
of Marketing Assistant, performing various administrative and account management duties
at the agency.
She is a proud alumnae member of Alpha Phi Fraternity, and had the honor of serving as
Chapter President for 2009 – as well as Panhellenic President for 2010. Elise also took
home the Greek Woman of the Year Award, a coveted honor from the Cal State Long Beach
Greek Community recognizing excellence in academics, leadership and campus
involvement.
A bright and energetic advertising professional born in Long Beach and currently residing in
Seal Beach, Elise is passionate about baking. Whether its oatmeal chocolate chip, red
velvet cupcakes or peanut butter brownies, you name it and she’ll bake it.

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ACCOUNT HOURS
Approximate number of hours the team will devote to the account
Below is the estimated percentage of time and equivalent hours ETA Advertising anticipates devoting to the Port
of Long Beach account on an annual basis. The chart below reflects the commitment by department and
individuals to create, produce, place and track advertising during a 12-month period.
Estimated Annual Hours by Discipline
Department Function/Person
Est.
% of Time
Est.
Total Annual Hours
Account Management President, Cindy Allen 10 208
Account Director, Bill Barrick 20 416
Account Manager, Rachel Holiday 35 728
Marketing Assistant, Elise Severson 30 624
Est. Sub Total: 1,976
Account Planning Account Planner, Dannette Drehsen 15 312
Est. Sub Total: 312
Creative, Production & Traffic Creative Director, Shauna Wagoner 10 208
Sr. Art Director, Paul Christensen 30 624
Sr. Copywriter, Bob Satmary 30 624
Production and Traffic, Cassandra Popli 25 520
Graphic Designer, Brian Duenas 5 104
Est. Sub Total: 2,080
Media Media Planning/Buying, Rachel Stocking 25 520
Est. Sub Total: 520
ESTIMATED TOTAL HOURS: 4,888

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TEAM ORGANIZATION
Account team organizational chart
Cindy Allen
President/Owner
Shauna Wagoner
Creative Director
Bill Barrick
Account Director
Frank Toobi
Interactive Manager
Bob Satmary
Sr. Copywriter
Paul Christensen
Sr. Art Director
Dannette Dreshen
Account Planner
Rachel Holliday
Account Manager
Rachel Stocking
Media Planner/buyer
Brian Duenas
Graphic Designer
Elise Severson
Marketing Assistant
Deborah Fogel
Billing/Reconciliation
Cassandra Popli
Production/Traffic

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EXPERIENCE/EXPERTISE
Provide samples of projects similar in nature completed by your firm

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EXPERIENCE/EXPERTISE
A representative description of projects similar in nature completed by your firm
Case Study #1
A Brand Revitalization Story
PRODUCT: Business and consumer banking
BUDGET: $2 million
KEY PROBLEM: F&M Bank has earned the title of
California’s Strongest Bank®
in large part by
remaining committed to financial conservatism for
more than a century. However, consumers
perceived it as stodgy, old-fashioned and behind the
times. The brand was tired and lacked a
meaningful online presence to serve its customers.
The brand needed an overhaul and revitalization.
KEY STRATEGIC INSIGHT: The bank’s online
banking products and website navigation, key
consumer needs and expectations, were virtually
non-existent which reinforced F&M’s brand image as
an old-fashioned institution. Implementation of a
leading-edge and redesigned website was crucial to
move the brand forward and reverse the trend of
dwindling market share.
CREATIVE STRATEGY: 1) Reinforce F&M’s status
as California’s Strongest Bank®
, and 2) Launch a
comprehensive brand awareness campaign projecting
a new, contemporary F&M brand image.
TACTICAL ELEMENTS: Bus and transit displays,
local cable TV, print, direct mail, permission-based
email, in-branch signage, collateral, outdoor banners,
website redesign and iPhone apps.
TARGET AUDIENCE: 1) Community-based (Long
Beach) business owners, and 2) High-income
consumers, ages 30+.
RESULTS: The campaign generated an additional
$49 million in business.

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EXPERIENCE/EXPERTISE (cont.)
Case Study #2
An Affinity Marketing Story
PRODUCT: Apartment community of 291 units
BUDGET: $500,000
KEY PROBLEM: A saturated Long Beach rental
market and lingering economic downturn were
among the most significant barriers to renting a
home at the upscale, higher-priced gallery421
community.
KEY STRATEGIC INSIGHT: Employees in the
Long Beach area were determined to be the most
viable target market – and the most likely group to
spend more than $1,400 on monthly rent for their
next home. To effectively reach this target, affinity
group marketing was utilized which targeted Long
Beach employers with 500 or more employees.
CREATIVE STRATEGY: 1) Create a brand identity
that differentiated gallery421 from other Long Beach
apartment communities, 2) Develop advertising that
focused on the most desirable property attributes –
fitness center, pet friendliness, pool/spa, etc., 3)
Pinpoint and utilize brand champions through affinity
group marketing.
TACTICAL ELEMENTS: New brand identity, print,
collateral, website design, social media, permission-
based email, affinity group marketing, building signage.
TARGET AUDIENCE: Urban renters with annual HHI
$70K and higher.
RESULTS: Nearly 50% of the apartments leased
within five months and the property continues to
experience robust traffic.

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Case Study #3
A Loyalty Marketing Story
PRODUCT: Auto dealership
BUDGET: $200,000
KEY PROBLEM: The worst economic downturn in
recent memory – with its high unemployment and
weak discretionary spending activity – presented a
sizable challenge for automotive dealerships to sell
and lease new vehicles.
KEY STRATEGIC INSIGHT: Research shows
people are extremely loyal to the Audi brand.
Marketing and advertising efforts were specifically
geared to this loyalist group rather than speaking to
a general audience-at-large of new car buyers.
CREATIVE STRATEGY: Given the strong Audi loyalty
in the market, a competitive blunting effort was
employed. This highly targeted communications effort
utilized detailed market analyses to reach prospective
buyers in Orange County and Los Angeles County –
markets where competing Audi dealerships are located.
TACTICAL ELEMENTS: Local cable TV, online media,
direct mail, public relations.
TARGET AUDIENCE: Men, ages 25-54 with annual
HHI $65K – $75K and higher.
RESULTS: In November, 2010, Circle Audi had their
best sales month . . . ever.

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Case Study #4
A Demand Generation Story
PRODUCT: Community of 380 loft-style condos
BUDGET: $500,000
KEY PROBLEM: A stalled economy with high
unemployment created nothing but sweeping
pessimism for the real estate market. Attracting
and converting real estate buyers during this
challenging time required huge price discounts, yet
the project developer was intent on not resorting to
“fire sale” tactics.
KEY STRATEGIC INSIGHT: Buyers of real estate
respond best when there’s a sense of urgency, a
recognized scarcity of available product or both.
This campaign, essentially a one-day-only sales
event, capitalized on these insightful human truths.
CREATIVE STRATEGY: Develop and promote a one-
day-sales event called “The Event” with a goal of selling
60 condominium homes.
Leverage and promote “limited time” offer and
“reduced pricing”.
TACTICAL ELEMENTS: Local cable TV, radio, online
media, social media, print, direct mail, public relations,
microsite, landing pages, affinity group marketing,
guerilla/street teams.
TARGET AUDIENCE: 1) First-time home buyers, 2)
Parents buying for their college children, 3) Investors.
RESULTS: During the 6-week marketing campaign:
 54 sales contracts singed within 1 week
 382% increase in website traffic
 308% increase in phone calls
 107 event passes distributed
 9,960 unique visitors to landing pages
 Ultimately, all 60 homes sold

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Case Study #5
A Brand Revitalization Story
PRODUCT: Hospitality
BUDGET: $2 million
KEY PROBLEM: Feedback from business travelers
revealed that Hilton was losing its luster with
regards to overall quality and the renowned Hilton
guest experience.
KEY STRATEGIC INSIGHT: Although business
travelers typically enjoy short hotel stays and utilize
a limited number of property amenities, they still
demand a high degree of guest services and
pampering that serve as a type of sanctuary from
business-related pressures.
CREATIVE STRATEGY: Re-establish Hilton as a
hospitality company known for impeccable personalized
service by recapturing the essence of the brand’s
legendary service culture as demonstrated in the core
values of its founder, Conrad Hilton.
TACTICAL ELEMENTS: National print, television,
online advertising.
TARGET AUDIENCE: Business travelers.
RESULTS: 37% increase in website traffic; 7% up tick
in hotel visits.

33
hilton.com 1-800-Hiltons
Sanctuary from whatever you seek sanctuary from.
all the things you need. Some you just want.
take away as what we give.
It's just as much about what we

34
Description of your firm’s experience collaborating with other firms in similar projects
ETA Advertising has the necessary talent and experience to accommodate any client need. However,
there are occasions when we collaborate with outside resources. This may include calling upon
temporary staffing agencies to recruit guerilla marketing street teams to distribute flyers and other
hand-bills, at special events, areas with heavy foot traffic or in community neighborhoods.
In the area of primary research, we may collaborate with firms that specialize in polling, exit
interviews, online panels or focus groups to better understand customer and prospect perceptions and
experiences with client brands, as well as competitive brands and their products/services.
Naturally, we regularly collaborate with photographers, producers, directors and casting agencies
which specialize in particular product categories – such as automotive, and food – which require
special staging and shooting.
The bottom line is we’re flexible, accessible and easy to work with. We’ll do whatever it takes to get
the job done right the first time – on budget and on schedule.
Jobs. And more jobs. With the movement
of products of virtually every kind, the Port is
a powerful economic engine. In fact, 316,000
jobs in the five-county Southern California
region are Port-related.[ ]

35
Experience implementing brand strategies (developing and managing advertising and marketing
campaigns in a seaport environment will be considered favorably)
ETA Advertising, as a business entity, has more than five years experience creating, implementing,
measuring and refining brand strategies and marketing communication campaigns for a diverse roster of
clients.
Additionally, the senior team members earmarked to work on your account each have more than 20
years' of brand, marketing and advertising experience gained from working with some of the most
prestigious, competitive and demanding companies in the U.S.
We are absolutely confident our experience in creating and implementing brand strategies as well as
developing and managing advertising and marketing campaigns makes us uniquely qualified to serve the
Port of Long Beach.
This experience is exemplified by the case studies noted earlier on pages 24 – 33 and biographies on
pages 13 – 20.

36
Include a list of for-profit and non-profit organizations (including government agencies) for which your
firm has produced advertising
For-Profit Organizations
Aqua Condominiums Genesis Real Estate Group
Aquarium of the Pacific INCO Company
Beverly Hills Surgical Institute International City Bank
Brookfield Homes Southland International City Theatre
Century 21 Kelly’s Restaurant
Circle Audi Long Beach Symphony Orchestra
Cooking.com Lyon communities
Creekside Lake Arrowhead M2
Fitness
CT Realty Oreck
DENSO Parker’s Lighthouse
Diva Aesthetics Pine@Sixth
Doubletree Hotels Queen Mary Island
Eye Physicians of Long Beach Smooth’s
Farmer’s & Merchants Bank South Coast Shingle
Friedmans Subway
Hotel Maya UDR
Hilton Hotels Windstar Communities
Non-Profit and Government Agencies
Boy Scouts of America Long Beach Chamber of Commerce
City of Long Beach Long Beach Convention & Visitors Bureau
Community Hospital of Long Beach Rotary Club of Long Beach
Downtown Long Beach Associates Special Olympics of Southern California

37
REFERENCES
Client references that the Port’s selection committee may contact concerning your firm’s performance
Ms. Carina Hathaway
VP of Marketing
Brookfield Homes
3090 Bristol Street, Suite 200
Costa Mesa, CA 92626
P: 714.427.6868
E: chataway@brookfieldsouthland.com
Mr. Tom Croxton
General Manager
Circle Audi of Long Beach
1919 North Lakewood Blvd.
P: 562.597.3663
E: tcorxton@circleimports.com
Ms. Becki Ames
Long Beach Chief of Staff
City of Long Beach
333 West Ocean Blvd., 14th
Floor
Lon g Beach, CA 90802
P: 562.570.6801
Ms. Adrian Taves
Director of Education
Community Hospital of Long Beach
1720 N. Termino Ave.
P: 562.498.1000
E: ataves@chib.org

38
REFERENCES (cont.)
Mr. Kraig Kojian
President & CEO
Downtown Long Beach Associates
100 W. Broadway, Suite 100
P: 562.436.4259
E: kraigk@dlba.org
Mr. Dan Walker
Chairman of the Board & President
Farmers & Merchants Bank
302 Pine Avenue
P: 562.437.0011
E: Daniel.walker@fmb.com
Ms. Jane Netherton
President & CEO
International City Bank
249 E. Ocean Blvd.
P: 562.436.9800
E: jnetherton@icb.biz
Mr. Randy Gordon
President & CEO
Long Beach Chamber of Commerce
One World Trade Center, Suite 206
P: 562.436.1251
E: rwgordon@lbchamber.com

39
REFERENCES (cont.)
Mr. Jim McDonnell
Chief of Police
Long Beach Police Department
400 West Broadway
P: 562.570.7260
Ms. Suzanne Maddalon
Lyon Communities
Acquisition Development Management
4901 Birch Street
Newport Beach, CA 92660
P: 949.838.1263
E: suzanne.maddalon@lyon1.com
Ms. Kristi Allen
General manager
Hotel Maya
A Doubletree Hotel
700 Queensway Drive
P: 562.481.3890
E: kristi.allen@hilton.com
Ms. Karen Wyrick
Executive Director
Rotary Club of Long Beach
1119 Queens Highway, Suite 103
P: 562.436.8181
E: karen@rotarylongbeach.org

40
REFERENCES (cont.)
Ms. Nancy Becker
Event Manager
Special Olympics of Southern California
6730 E. Carson Street
P: 562.354.2606
E: nbecker@sosc.org
Mr. David Williams
VP, Marketing
UDR
5430 LBJ FWY, suite 1250
Dallas, TX 75240
P: 972.763.3506
E: dwilliams@udr.com
Teacher’s pet. The health of our area’s
children is important to the Port. That’s why
they’ve invested $4.7M to improve air quality
for youngsters in schools, day-care centers
and other youth facilities.[ ]

41
COMPREHENSION
Demonstrate your understanding of the Port’s objectives,
knowledge of the City of Long Beach and the port industry

42
COMPREHENSION OF OBJECTIVES
Demonstrate your understanding of the Port’s objectives
Based on our literature review, conversations with constituents and the background section in the Port’s
RFQ, we believe the Port’s objectives include the following:
1. Overall objectives:
a. Engage the serves of a professional firm to manage advertising campaigns including the
development and execution of comprehensive, effective and long-term advertising programs
for:
i. Current and potential port customers, and
ii. Local and regional community stakeholders
2. Trade objectives are to promote:
a. The Port’s efficiency in moving cargo
b. The presence of two national railroads
c. The huge local market for goods
d. One of the nation’s biggest warehouse and distribution networks
3. Community objectives are to promote the Port’s environmental initiatives:
a. The Clean Air Action Plan
b. Clean Trucks Program – the Port’s Harbor Commission has voted to expand the program by
penalizing small Class 7 trucks for dray-offs (i.e., switching cargo from a “clean” to a “dirty”
truck within the harbor District)
c. The Port’s $425,000 commitment to help develop a hydrogen fuel cell plug-in electric Class 8 truck for
harbor drayage and a hydrogen fuel cell zero-emission terminal tractor for marine terminal work
Green. It’s how you roll. To
further improve air quality, the
Port is investing nearly half a
million dollars to develop a plug-
in electric Class 8 truck and a
zero-emission terminal tractor.[ ]
4. Other objectives – promote the Port's contributions to the community
a. 30,000 Long Beach jobs
b. Community Grants Program contributing $4.7 million
to Long Beach schools and youth facilities
c. The fact that the Port is self-supporting financially and
receives no funding from the city of Long Beach's
general fund

43
KNOWLEDGE OF LONG BEACH
Describe your knowledge of the City of Long Beach
We have extensive, first-hand knowledge of the City of Long Beach. First of all, ETA
Advertising is a licensed business in Long Beach and half the agency staff lives in Long
Beach; the other half spends their days in Long Beach contributing to the economic vitality
of local businesses.
Cindy Allen, the owner of ETA Advertising, is a Long Beach native and grew up on the
Westside of Long Beach; she fully understands the many perceptions and complexities the
Port faces within the community. Additionally, Cindy and many staff members attended
Long Beach Poly, Long Beach Community College and Cal State Long Beach.
In 1988, Cindy joined the Long Beach Police Department and had the privilege of working
in the area of the Long Beach Port (and ate lunches with her mom on the Westside.)
Cindy and the ETA team are very active in the community and have worked with the
citizens of Long Beach, City Government, City Officials, and more than 130 Long Beach
businesses over the years in different capacities. Cindy is a regular supporter of many
of Long Beach’s events and charities and has a stellar reputation in the Long Beach area.
She also serves on the Board of Directors of many Long Beach organizations including
Long Beach Chamber of Commerce, Long Beach Community Hospital – Condit, Long
Beach Memorial – Partnerships in Excellence, Long Beach Police Foundation, Special
Olympics Southern California and the Women’s Business Council.
ETA’s local and national affiliations include:
 American Association of Advertising Agencies  Long Beach Police Officers Association
 American Marketing Association  Long Beach Women’s Business Council
 California Building Association  Memorial Hospital of L.B. Partnership in Excellence
 Century Club  Rotary Club of Long Beach
 Direct Marketing Association  Sales & Marketing Council of Southern California
 L.A. Small Business Enterprise  Women’s Business Enterprise
 Long Beach Chamber of Commerce  Women’s President Organization
 Long Beach International Business Council

44
INDUSTRY KNOWLEDGE
Knowledge of the port industry and/or the Port of Long Beach
Southern California’s twin ports make up the nation’s biggest cargo container hub, but there’s increasing
competition from foreign and domestic harbors.
“The days of Long Beach and Los Angeles ports being one big river for trade, with just trickles for
everyone else, are over. Now you have as many as seven contenders vying for the same business and
each one of them has very big plans,” according to Asaf Ashar, a professor at the National Ports and
Waterways Institute in Washington.
A major competitive concern comes from new competition in Canada and Mexico, not to mention U.S.
ports on the Gulf of Mexico and the East Coast that have elbowed their way past small West Coast ports.
“In 2000, the playing field was very different. Five of the world’s 10 busiest ports were in the U.S. and
Europe. Long Beach and Los Angeles ranked eighth and seventh, respectively.
“Back then Vancouver was only the 13th
ranked port in North
America and not even Canada’s largest. Savannah’s port was
smaller than Vancouver’s. Manzanillo and Lazaro Cardenas,
both on Mexico’s West Coast, had very little traffic. The Port
at Prince Rupert, in upper British Columbia, wouldn’t open for
seven more years.
“Today, seven of the world’s busiest ports are in China. Long
Beach and Los Angeles rank 17th
and 16th
. The change
reflects not only china’s emergence as the dominant
manufacturing economy, but also the way U.S. retailers and
the shipping lines that carry their products are spreading their
business around, according to the Los Angeles Times, “LA,
Long Beach Ports Fight to Stay Dominant”.
“Retailers have diversified the ports they use, forging a “four
corners” strategy that also includes harbors in Canada, the
Gulf Coast and the East Coast”, according to John Husing, an
independent economist who tracks the effect of international
trade on the Inland Empire, home to one of the nation’s
largest warehouse and distribution hubs for import cargo.
“That has meant more cargo to places like Vancouver,
Houston and Savannah,” said Husing.
The economic upturn. As one of
the busiest seaports in the world,
the Port of Long Beach generates
more than $47 billion in direct and
indirect business each year.[ ]

45
INDUSTRY KNOWLEDGE, (cont.)
And, according to the L.A. Times article, “The threat from Canada and Mexico is all too real with the
emergence of a major effort to link the ports of Vancouver and Prince Rupert via Canadian National Railway.
The railway has acquired routes that run south into the U.S. to Chicago, Memphis, New Orleans and Mobile,
Alabama, in a bid to challenge Union Pacific and BNSF as North America’s dominant railroads.
“In Mexico, much attention has been given to the effort to build a major port at Punta Colonet, but two
other ports – Manzanillo and Lazaro Carenas – have emerged as the real players, benefited by rail
infrastructure improvements by lines such as Kansas Southern."
Together those four ports in British Columbia and Western Mexico handled four million containers in 2009,
most bound for the U.S.
The two charts below illustrate how the Port of Long Bach compares to other West Coast ports (Fig. 1), and
notable global ports (Fig. 2), in terms of container shipments.
West Coast Container Port Traffic in TEUs
(TEU = Twenty-Foot Equivalent Unit)
Fig. 1
TEUs(000)
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
Port of Los Angeles
Port of Long Beach
Port of Oakland
Port of Seattle
Port of Tacoma
Port of San Diego
Source: American
Association of Port
Authorities

46
INDUSTRY KNOWLEDGE, (cont.)
Worldwide Container Port Traffic in TEUs
(TEU = Twenty-Foot Equivalent Unit)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2004 2005 2006 2007 2008 2009
Sinapore / Singapore
Shanghai / China
Hong Kong / China
Shenzhen / China
Busan / S. Korea
Guangzhou / China
Dubai / UAEmirates
Ningbo / China
Qingdao / China
Rotterdam/ Netherlands
Tianjin / China
Kaohsiung / Taiwan
Port Klang / Malaysia
Antwerp / Belgium
Hamburg / Germany
Los Angeles / USA
Tanjung Pelepas / Malaysia
Long Beach / USA
Xiamen / China
Fig. 2TEUs(000)
Source: American Association
of Port Authorities

47
PRINT MEDIA
Provide a list of publications your organization has produced advertising, including at least three full color
samples. (Samples will be returned)
Below is a list of business and consumer publications for which we regularly produce and place advertising.
Business Publications Consumer Publications
 Compressor Tech Magazine  City Beat Magazine (The District)
 Long Beach Business Journal  Downtown Gazette
 Los Angeles Business Journal  Grunion Gazette
 Orange County Business Journal  LA Weekly
 Puget Sound Business Journal  Live OC
 LiveLB
 Long Beach Beachcomber
 Long Beach Live Magazine
 Long Beach Press Telegram
 Los Angeles Times
 Manhattan Beach Sun
 OC Metro
 OC Weekly
 Orange County Register
 Palacio Magazine (Hispanic publication)
 Palos Verdes Peninsula News
 San Pedro Sun
 Santa Maria Sun
 Santa Maria times
 Signal Hill Tribune
 The Beach Reporter
 Torrance Daily Breeze
 Uptown Gazette
Rough waters ahead. Haulers, freight
forwarders and supply-chain gurus are
advocating a “four corners” strategy to
move more cargo through Vancouver,
Houston and Savannah – and reduce the
reliance on the West Coast.

48
PRINT AD SAMPLE #1
samples. (Samples will be returned.)

49
PRINT AD SAMPLE #2

50
PRINT AD SAMPLE #3

51
PROPOSED BUDGET – BASIC SERVICES
Estimated cost of basic serves to be performed, including breakdown of the cost by task
Below are our estimated annual labor costs for creating, placing, measuring and providing strategic counsel to
the Port.
Estimated Labor Costs for Basic Services by Discipline
Department Function/Person
Est.
Annual Labor Hours
Est.
$ Cost
Account Management President, Cindy Allen 208 0
Account Director, Bill Barrick 416 83,200
Account Manager, Rachel Holiday 728 80,080
Marketing Assistant, Elise Severson 624 46,800
Est. Sub Totals: 1,976 $ 277,680
Account Planning Account Planning, Dannette Drehsen 312 46,800
Est. Sub Totals: 312 $ 46,800
Creative, Production & Traffic Creative Director, Shauna Wagoner 208 46,800
Sr. Art Director, Paul Christensen 624 93,600
Sr. Copywriter, Bob Satmary 624 93,600
Graphic Designer, Brian Duenas 104 8,840
Production and Traffic, Cassandra Popli 520 57,200
Est. Sub Totals: 2,080 $ 300,040
Media Media Planning/Buying, Rachel Stocking 520 57,200
Est. Sub Totals: 520 $57,200
ESTIMATED TOTALS: 4,888 $ 614,120

52
BILLABLE RATES AND TIME ALLOCATIONS
Billing rates by position as well as estimated time devoted to the account, and other costs1
, including travel
Billable Hourly Rates by Discipline and Estimated Annual Time
Title/Function
Billable
Hourly Rate $
Est.
% of Time
Est.
Annual Hours
Est.
Annual Cost $
President 325 10 208 0
Creative Director 225 10 208 46,800
Account Director 200 20 416 83,200
Sr. Art Director 150 30 624 93,600
Sr. Copywriter 150 30 624 93,600
Account Planning 150 15 312 46,800
Account Manager 110 35 728 80,080
Production & Traffic 110 25 520 57,200
Media Planning and Buying 110 25 520 57,200
Graphic Designer 85 5 104 8,840
Marketing Assistant 75 30 624 46,800
EST. TOTALS: 4,888 $ 614,120
1
Other Costs: Travel is billed at cost and standard hourly rates apply unless other arrangements have
been made in advance. Other miscellaneous costs such as messenger services, postage, phone charges,
and the like, are billed at cost and proof of service or charges are included with monthly billing.

53
ADDITIONAL SERVICES (if applicable)
Describe additional services your firm may provide
Although the following additional services are not part of the basic services plan as described by the
Port’s RFQ, they are available and would be estimated on a project-by-project basis. They include:
Affinity Group Marketing
Affinity Group marketing is about forming strategic partnerships for our clients with major organizations
in a community. This type of marketing has been extremely successful and has allowed us to cost
effectively deliver our clients’ unique messages or offers to a highly targeted and insulated audience.
Groups may include fraternal organizations, employee’s at large organizations, social or other
populations that have common interests.
Database Marketing
Database marketing is a form of direct marketing using databases of customers or prospects to
generate personalized communications to promote a client’s products or services. By segmenting our
clients’ customers according to their lifestyle characteristics, demographics, location, behaviors and
values, we can develop highly relevant marketing strategies and tactics that reach each customer
segment with greater rational and emotional messages. ETA Advertising uses a variety of database
segmentation and testing methodologies such as Claritas, Invoke, A-B testing and Lift Studies.
Guerilla Marketing
We believe strongly in the effectiveness of experiential marketing. We’ve assembled “street teams”
either on foot or on bike to hand out flyers, stickers and other promotional items to people within a
target community. ETA has also used such guerilla tactics as placing clever signs and car wraps around
a specific area with different messages. Guerilla marketing leverages elements of human emotion, local
and immediacy to connect with people in the community. The goal of experiential marketing is to
establish a connection in such a way that the community member responds based on their emotional
and/or rational reaction to the message.

54
ADDITIONAL SERVICES (if applicable, cont.)
Describe additional services your firm may provide
Mobile Marketing
Also known as the 4th
screen (following cinema, TV and PCs), ETA uses mobile marketing in a variety of
ways – from text messaging to smartphone applications. Mobile marketing is relatively easy to create
and execute with messages being delivered to recipients in a matter of seconds. We found the average
SMS response rate is 15% versus 3% for traditional promotional methods such as direct mail. And, the
messages can be personalized for individuals who’ve opted-in to receive them.
Social Media
This unique platform not only enables businesses to connect on a deeper level with consumers, but it
triples as an SEO and strategic consumer research tool. This medium can be useful in testing and
observing consumer perceptions and ideas about a brand, product or service.
If the purpose of a business is to create customers, then Social Media marketing’s purpose is to create
emotional connections with customers who act as ambassadors to garner new customers.
Form creating business profiles and interacting with customers on platforms like facebook and Twitter,
to monitoring and compiling customer reviews and mentions of your business on Yelp, we provide a
robust social media service that we tailor to each client’s campaign strategy.

55
SAMPLE PRODUCTION ESTIMATES
Provide a cost estimate for designing, sizing and placing a 1-page print ad and 1-online ad
Sample Quote #1: 1-Page Print Ad2
Service/Task Description Hourly Rate $ Est. Hours
Est.
Total Cost $
Concept 150 12 1,800
Layout/Design 150 12 1,800
Art Direction 150 8 1,200
Copywriting 150 8 1,200
Sizing for 3 publications (3 different sizes) 85 3 255
Media placement (1 hour per ad x 3 ads) 110 3 330
EST. TOTALS: 46 $6,585
Sample Quote #2: One online banner ad
Service/Task Description Hourly Rate $ Est. Hours
Est.
Total Cost $
Concept 150 12 1,800
Layout/Design 150 12 1,800
Art Direction 150 6 900
Copywriting 150 6 900
Sizing for 3 sites (3 different sizes) 85 3 255
Media placement (1 hour per ad x 3 ads) 110 3 330
EST. TOTALS: 46 $5,985
2
Includes two rounds of revisions; original or stock photography/illustrations, not included.

56
ESTIMATED FEES
Please describe and estimate monthly fees associated with the ongoing maintenance of this account –
account management, creative development, media planning and buying, administrative activities, etc.
Based on the Port’s objectives and a stated annual budget of $915,000, we estimate our monthly fees for
Budget Scenario #1 to be $51,177 to cover our labor costs for on-going account management, account
planning, strategy, creative development, production, traffic, media planning, media buying, and post-buy
analyses. For Budget Scenario #2, our monthly fees for basic services would be $29,833.
These fees are calculated as follows:
Budget Scenario 1: Task-based method
Item Description Budget Expense Remaining Budget
Total Annual Budget $915,000
Agency Labor for Basic Services, Annual $614,120 300,880
Est. Media Costs $200,880 100,000
Est. Production Costs $100,000 0
EST. BALANCE: 0
Budget Scenario 2: Percentage-based method
Item Description Budget Expenses Remaining Balance
Total Annual Budget $915,000
Est. Agency Labor for Basic Services, Annual $358,000 (39%) 557,000
Est. Media Costs $457,000 (50%) 100,000
Est. Production Costs $100,000 (11%) 0
EST. BALANCE: 0

57
SIGNED INSURANCE FORM
Sign the insurance requirements form (Appendix B) acknowledging you’ve read and understand the
requirements
Below is the signed insurance requirements form.
Risk Management Division
Insurance Requirements for Tenant/Contractor/Vendor
Vapor, soot, fumes, acids, alkalis, chemicals and waste. Waste includes
materials to be recycled, reconditioned or reclaimed.
Miscellaneous:
Risk Management Division Contact Information
ETA Advertising acknowledges and understands the insurance requirement as outlined in the insurance
Requirements for Tenant/Contractor/Vendor document.
If selected, ETA Advertising is prepared to provide all necessary documentation as required.
Cindy Allen, President/Owner
ETA Advertising

Port of Long Beach - RFQ Response.

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