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ArcStone <br />EXHIBIT A <br />Estimate <br />MN Fire Hire Marketing Campaign & Website Development BLUEPRINT <br />Statement and Allocation of Work— Federal Grant Amendment <br />Overview <br />The primary goals of MN Fire Hire are to recruit new talent, attract more departments, expand nationally, <br />and ultimately create an online system that can sustain itself in the future. ArcStone has proposed a <br />comprehensive marketing plan to reach these goals. For the larger website development projects, we <br />recommend first engaging in our blueprinting process in order to specify a definitive project plan and <br />budget. <br />Work Description % of work Cost <br />Reporting, Project Management, and Team <br />Meetings <br />Continuous monitoring of analytics and key <br />performance indicators is imperative for project <br />planning and adjustments. <br />• Google Analytics review & <br />management <br />• Establish baseline to measure <br />progress <br />• Conversion tracking goal set-up <br />• Site architecture and content audit to <br />optimize for search engines <br />• Monthly (on-going) review of <br />analytics and report generation <br />Content Marketing <br />Arguably one of the most important aspects of <br />marketing, fresh content creation will attract <br />prospects and grow awareness of paid on-call <br />firefighters programs. <br />Strategy planning & kickoff <br />Target audience and persona creation <br />Setup editorial calendar <br />Shape tone of voice <br />Content creation: includes <br />copywriting, infographic design, <br />16% j $20,000 <br />Resource <br />Marketing <br />16% $20,000 Marketing <br />ArcStone Consulting Agreement and Customer Service Order 4 of 6 <br />