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SMPS 2015 MCA Awards Clarification Statement
7 – Feature Writing | Finley Engineering Group, Inc. (FINLEY)
and On Target Marketing and Communications, LLC
“Less	
  Leads	
  to	
  More	
  Innovative	
  Design	
  and	
  Construction	
  Methods	
  Result	
  in	
  Full-­‐Project	
  Buildout”	
  Feature	
  Article	
  
1	
  
PLANNING	
  
The	
  primary	
  goal	
  of	
  this	
  campaign	
  was	
  to	
  position	
  FINLEY	
  as	
  a	
  specialty	
  bridge	
  engineering	
  firm	
  that	
  adds	
  value	
  when	
  the	
  
project	
  is	
  challenging,	
  a	
  special	
  or	
  high	
  level	
  expertise	
  and	
  experience	
  is	
  required,	
  when	
  the	
  construction	
  method	
  must	
  
be	
  built	
  into	
  the	
  design	
  (Design-­‐Build,	
  D/B/F/O/M,	
  Public-­‐Private	
  Partnership	
  (P3),	
  CMGC	
  and	
  value	
  engineering),	
  when	
  
technologically	
  is	
  sophisticated	
  and	
  where	
  time	
  is	
  money.	
  Based	
  on	
  market	
  research	
  that	
  was	
  conducted,	
  Florida	
  is	
  the	
  
leader	
  in	
  alternative	
  delivery	
  methods	
  with	
  over	
  400	
  design-­‐build,	
  $6.7	
  billion	
  in	
  P3	
  projects	
  since	
  2009	
  and	
  an	
  $8-­‐9	
  
billion	
  dollar	
  annual	
  transportation	
  budget.	
  This	
  audience	
  consists	
  of	
  3,500	
  department	
  of	
  transportation	
  engineers,	
  
consulting	
  engineers,	
  and	
  contractors.	
  The	
  United	
  States	
  target	
  market	
  is	
  20,000	
  contractors,	
  20,000	
  state	
  departments	
  
of	
  transportation	
  engineers/administrators	
  and	
  13,000	
  consulting	
  engineers.	
  	
  
	
  
GOALS	
  /	
  RESULTS	
  
Goal	
  1.	
  To	
  secure	
  one	
  feature	
  article	
  in	
  an	
  industry	
  publication	
  for	
  our	
  target	
  market	
  describing	
  FINLEY’s	
  complex	
  bridge	
  
design	
  and	
  construction	
  engineering	
  expertise	
  as	
  part	
  of	
  an	
  alternative	
  delivery	
  method	
  project	
  such	
  as	
  Design-­‐Build-­‐
Finance/Public	
  Private	
  Partnership	
  (P3).	
  	
  	
  
• A	
  3-­‐1/3	
  page	
  article	
  with	
  cover	
  photo	
  was	
  published	
  in	
  the	
  October	
  2014	
  issues	
  of	
  The	
  FES	
  Journal.	
  FES	
  has	
  3,500	
  
subscribers	
  including	
  DOT	
  engineers,	
  consulting	
  engineers	
  and	
  contractors	
  located	
  in	
  Florida.	
  The	
  article	
  was	
  
also	
  sent	
  to	
  3,900	
  FINLEY	
  newsletter	
  subscribers.	
  	
  
• A	
  three-­‐page	
  electronic	
  article	
  was	
  published	
  in	
  the	
  Summer	
  2014	
  issue	
  of	
  ASPIRE,	
  a	
  publication	
  of	
  the	
  
Precast/Prestressed	
  Concrete	
  Institute	
  (PCI)	
  in	
  cooperation	
  with	
  the	
  associations	
  of	
  the	
  National	
  Concrete	
  Bridge	
  
Council.	
  The	
  editorial	
  content	
  focuses	
  on	
  the	
  latest	
  technology	
  and	
  key	
  issues	
  in	
  the	
  Concrete	
  Bridge	
  Industry.	
  
From	
  the	
  federal,	
  state,	
  and	
  local	
  agencies,	
  to	
  consultants,	
  to	
  planners,	
  universities	
  and	
  contractors,	
  ASPIRE	
  
delivers	
  to	
  the	
  most	
  influential	
  audience	
  of	
  more	
  than	
  50,000	
  national	
  stake	
  holders.	
  	
  
• Roads	
  &	
  Bridges	
  with	
  62,000	
  subscribers	
  located	
  throughout	
  the	
  United	
  States	
  requested	
  a	
  webinar	
  for	
  
September	
  23,	
  2014	
  featuring	
  the	
  innovative	
  methods	
  and	
  materials	
  used	
  on	
  the	
  project.	
  This	
  was	
  a	
  1-­‐hour	
  
technical	
  presentation	
  was	
  delivered	
  by	
  FINLEY	
  Principal,	
  Jerry	
  Pfuntner,	
  P.E.,	
  and	
  received	
  496	
  registrations.	
  The	
  
article	
  was	
  also	
  sent	
  to	
  3,900	
  FINLEY	
  newsletter	
  subscribers	
  and	
  posted	
  on	
  the	
  company	
  website.	
  	
  
Goal	
  2.	
  To	
  position	
  FINLEY	
  as	
  a	
  thought	
  leader	
  in	
  innovative	
  bridge	
  designer	
  by	
  highlighting	
  examples	
  of	
  FINLEY’s	
  
Alternative	
  Technical	
  Concepts	
  (ATCs)	
  and	
  introduction	
  of	
  new	
  materials	
  which	
  reduced	
  project	
  time,	
  materials	
  costs	
  and	
  
helps	
  the	
  design-­‐build	
  or	
  P3	
  team	
  win	
  the	
  project.	
  
The	
  article	
  explains	
  in	
  detail	
  the	
  bid	
  process	
  for	
  this	
  Design-­‐Build-­‐Finance	
  project,	
  redesign	
  of	
  bridges,	
  $20	
  million	
  cost	
  
savings,	
  and	
  top-­‐down	
  construction	
  methodology	
  which	
  allowed	
  the	
  bridges	
  to	
  be	
  built	
  on	
  a	
  busy	
  freeway,	
  next	
  to	
  
Miami	
  International	
  Airport	
  with	
  FAA	
  height	
  restrictions	
  and	
  430,000	
  vehicles	
  daily	
  transversing	
  the	
  intersection.	
  
	
  
RETURN	
  ON	
  INVESTMENT	
  	
  Budget:	
  7,000	
  Actual:	
  $6,800.	
  Based	
  on	
  published	
  advertising	
  rates	
  for	
  comparable	
  space,	
  
the	
  ASPIRE	
  3-­‐page	
  color	
  article	
  has	
  a	
  value	
  of	
  $19,500,	
  and	
  The	
  FES	
  Journal	
  3-­‐1/3	
  page	
  plus	
  cover	
  has	
  a	
  value	
  of	
  $5,575.	
  
FINLEY’s	
  ROI	
  is	
  $18,275.	
  	
  
	
  
TESTIMONIALS	
  5	
  quotes	
  were	
  featured	
  from	
  the	
  Owner,	
  JV-­‐Contractor,	
  Prime	
  Roadway	
  Design	
  Consultant	
  and	
  CEI	
  
Project	
  Coordinator.	
  The	
  strongest	
  quote	
  came	
  from	
  the	
  Owner,	
  Florida	
  Department	
  of	
  Transportation	
  District	
  Secretary	
  
Gus	
  Pego,	
  PE	
  who	
  stated	
  “…the	
  successful	
  firm	
  indicated	
  to	
  us	
  that	
  they	
  trimmed	
  an	
  additional	
  $20	
  million	
  from	
  their	
  bid	
  
in	
  order	
  to	
  reach	
  the	
  highest	
  bid	
  alternative.	
  This	
  required	
  creativity	
  with	
  respect	
  to	
  roadway	
  and	
  bridge	
  design	
  as	
  well	
  as	
  
MOT	
  phasing.”	
  This	
  article	
  represents	
  third-­‐party	
  endorsement	
  of	
  FINLEY’s	
  segmental	
  bridge	
  design	
  expertise,	
  
innovative	
  use	
  of	
  materials	
  and	
  expertise	
  in	
  designing	
  complex	
  bridge	
  projects	
  using	
  top-­‐down	
  construction	
  
methodology.	
  This	
  endorsement	
  supports	
  FINLEY’s	
  Goal	
  2.	
  
	
  
INTEGRATION	
  OF	
  PIECE	
  INTO	
  SALES	
  EFFORTS	
  	
  FINLEY	
  used	
  the	
  electronic	
  reprints	
  and	
  recorded	
  webniar	
  to	
  post	
  on	
  the	
  
website,	
  send	
  the	
  article	
  to	
  3,900	
  FINLEY	
  news	
  subscribers	
  and	
  as	
  a	
  supplement	
  to	
  proposals	
  or	
  leave-­‐behinds	
  at	
  
presentations.	
  These	
  publications	
  and	
  webinar	
  are	
  posted	
  on	
  the	
  publisher’s	
  website	
  for	
  future	
  reference	
  and	
  exposure.	
  	
  
Craig Finley, Jr., P.E.
President
craig.finley@finleyengineeringgroup.com
850.894.1600
Ann Schiola, CPSM
Marketing Director
ann.schiola@finleyengineeringgroup.com
850.544.1633
Theresa M. Casey, FSMPS, CPSM
Founding Principal
tcasey@on-target.biz
860.228.0163
2015 SMPS MCA – Feature Writing
Tallahassee, FL Columbia, CT
FinleyPoster_615.indd 1 6/23/15 9:32 PM

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2015_MCA_Award

  • 1. SMPS 2015 MCA Awards Clarification Statement 7 – Feature Writing | Finley Engineering Group, Inc. (FINLEY) and On Target Marketing and Communications, LLC “Less  Leads  to  More  Innovative  Design  and  Construction  Methods  Result  in  Full-­‐Project  Buildout”  Feature  Article   1   PLANNING   The  primary  goal  of  this  campaign  was  to  position  FINLEY  as  a  specialty  bridge  engineering  firm  that  adds  value  when  the   project  is  challenging,  a  special  or  high  level  expertise  and  experience  is  required,  when  the  construction  method  must   be  built  into  the  design  (Design-­‐Build,  D/B/F/O/M,  Public-­‐Private  Partnership  (P3),  CMGC  and  value  engineering),  when   technologically  is  sophisticated  and  where  time  is  money.  Based  on  market  research  that  was  conducted,  Florida  is  the   leader  in  alternative  delivery  methods  with  over  400  design-­‐build,  $6.7  billion  in  P3  projects  since  2009  and  an  $8-­‐9   billion  dollar  annual  transportation  budget.  This  audience  consists  of  3,500  department  of  transportation  engineers,   consulting  engineers,  and  contractors.  The  United  States  target  market  is  20,000  contractors,  20,000  state  departments   of  transportation  engineers/administrators  and  13,000  consulting  engineers.       GOALS  /  RESULTS   Goal  1.  To  secure  one  feature  article  in  an  industry  publication  for  our  target  market  describing  FINLEY’s  complex  bridge   design  and  construction  engineering  expertise  as  part  of  an  alternative  delivery  method  project  such  as  Design-­‐Build-­‐ Finance/Public  Private  Partnership  (P3).       • A  3-­‐1/3  page  article  with  cover  photo  was  published  in  the  October  2014  issues  of  The  FES  Journal.  FES  has  3,500   subscribers  including  DOT  engineers,  consulting  engineers  and  contractors  located  in  Florida.  The  article  was   also  sent  to  3,900  FINLEY  newsletter  subscribers.     • A  three-­‐page  electronic  article  was  published  in  the  Summer  2014  issue  of  ASPIRE,  a  publication  of  the   Precast/Prestressed  Concrete  Institute  (PCI)  in  cooperation  with  the  associations  of  the  National  Concrete  Bridge   Council.  The  editorial  content  focuses  on  the  latest  technology  and  key  issues  in  the  Concrete  Bridge  Industry.   From  the  federal,  state,  and  local  agencies,  to  consultants,  to  planners,  universities  and  contractors,  ASPIRE   delivers  to  the  most  influential  audience  of  more  than  50,000  national  stake  holders.     • Roads  &  Bridges  with  62,000  subscribers  located  throughout  the  United  States  requested  a  webinar  for   September  23,  2014  featuring  the  innovative  methods  and  materials  used  on  the  project.  This  was  a  1-­‐hour   technical  presentation  was  delivered  by  FINLEY  Principal,  Jerry  Pfuntner,  P.E.,  and  received  496  registrations.  The   article  was  also  sent  to  3,900  FINLEY  newsletter  subscribers  and  posted  on  the  company  website.     Goal  2.  To  position  FINLEY  as  a  thought  leader  in  innovative  bridge  designer  by  highlighting  examples  of  FINLEY’s   Alternative  Technical  Concepts  (ATCs)  and  introduction  of  new  materials  which  reduced  project  time,  materials  costs  and   helps  the  design-­‐build  or  P3  team  win  the  project.   The  article  explains  in  detail  the  bid  process  for  this  Design-­‐Build-­‐Finance  project,  redesign  of  bridges,  $20  million  cost   savings,  and  top-­‐down  construction  methodology  which  allowed  the  bridges  to  be  built  on  a  busy  freeway,  next  to   Miami  International  Airport  with  FAA  height  restrictions  and  430,000  vehicles  daily  transversing  the  intersection.     RETURN  ON  INVESTMENT    Budget:  7,000  Actual:  $6,800.  Based  on  published  advertising  rates  for  comparable  space,   the  ASPIRE  3-­‐page  color  article  has  a  value  of  $19,500,  and  The  FES  Journal  3-­‐1/3  page  plus  cover  has  a  value  of  $5,575.   FINLEY’s  ROI  is  $18,275.       TESTIMONIALS  5  quotes  were  featured  from  the  Owner,  JV-­‐Contractor,  Prime  Roadway  Design  Consultant  and  CEI   Project  Coordinator.  The  strongest  quote  came  from  the  Owner,  Florida  Department  of  Transportation  District  Secretary   Gus  Pego,  PE  who  stated  “…the  successful  firm  indicated  to  us  that  they  trimmed  an  additional  $20  million  from  their  bid   in  order  to  reach  the  highest  bid  alternative.  This  required  creativity  with  respect  to  roadway  and  bridge  design  as  well  as   MOT  phasing.”  This  article  represents  third-­‐party  endorsement  of  FINLEY’s  segmental  bridge  design  expertise,   innovative  use  of  materials  and  expertise  in  designing  complex  bridge  projects  using  top-­‐down  construction   methodology.  This  endorsement  supports  FINLEY’s  Goal  2.     INTEGRATION  OF  PIECE  INTO  SALES  EFFORTS    FINLEY  used  the  electronic  reprints  and  recorded  webniar  to  post  on  the   website,  send  the  article  to  3,900  FINLEY  news  subscribers  and  as  a  supplement  to  proposals  or  leave-­‐behinds  at   presentations.  These  publications  and  webinar  are  posted  on  the  publisher’s  website  for  future  reference  and  exposure.     Craig Finley, Jr., P.E. President craig.finley@finleyengineeringgroup.com 850.894.1600 Ann Schiola, CPSM Marketing Director ann.schiola@finleyengineeringgroup.com 850.544.1633 Theresa M. Casey, FSMPS, CPSM Founding Principal tcasey@on-target.biz 860.228.0163 2015 SMPS MCA – Feature Writing Tallahassee, FL Columbia, CT FinleyPoster_615.indd 1 6/23/15 9:32 PM