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THE ASSIGNMENTSection II: Redesign and Merging of VBA and VBF WebsitesRumbletree is proposing to create a new website for the VermontBrewers Association at www.vermontbrewers.com intended toincorporate all of the needs of the Brewfest site (www.vtbrewfest.com)and the Passport program.The development of a single website adds significant efficiency to theproject, saving time and money. The existing (www.vtbrewfest.com) URLcan still be used for marketing & promoting the festival as we can capturetraffic to it and automatically redirect them to the appropriate sectionof the new site. In addition, a vanity URL such as (www.vermontbrewers.com/passport) can be used for Passport program promotion.All existing functionality will be re-implemented into the new site as-iswith the addition of new google mapping functionality. The look andlayout of the information within these areas will be updated but they willnot be built new. This is explained further in the SoW.The website will incorporate all of the new branding into a custom,responsive design and be built with the WordPress ContentManagement System.PROJECT SCOPEProject KickoffThe project will begin with a meeting (ideally in-person) betweenVBA project stakeholders and the Rumbletree project team to reviewthe scope, set expectations and generally confirm both parties are inagreement what the project is, how it will be completed and what will bedelivered to you in the end. As we may have just completed a brandinginitiative with you, this could be done via conference call as there will beless to discuss from the creative perspective.Site ArchitectureA proposed sitemap describing all of the site’s pages and how they willbe organized into an intuitive and easy-to-navigate website that meetsthe needs described on the RFP will be presented to you for review. Acall/meeting to discuss will follow, leading to a revision which shouldresult in an approved site architecture.WireframesWireframes describing how we intend to lay out the pages and presentthe content on each of the major page types will be created. One to tworounds of iteration will follow to arrive at approved wireframes.DesignFollowing wireframe approval, two design concepts showing thehomepage and one to two page templates will be presented for yourreview. Once a direction is chosen, we’ll present revised designs of thehomepage and all page templates and go through one to two rounds ofiteration on those to arrive at an approved website design.DevelopmentFor development, we’ll work with you and your current hosting vendorto set up a staging domain, such as http://staging.vermontbrewers.com,where we can post the site for review, testing and feedback. This site canbe password-protected to prevent unauthorized viewing.The site will be developed responsively using the WordPress CMS andtraining can be provided post-launch to explain how to maintain thevarious functional areas of the site.Due to the amount of functionality and data being preserved as-is, theplan is to start the new site using a copy of the existing site and designing& implementing a custom, responsive theme. This will allow us to repurpose all of the existing back-end code providing the site functionalityand only needing to re-code the front end presentation of the pages andpage templates.Testing will be done on all recent versions of Microsoft browsers, Firefox,Chrome & Safari and across iOS and Android devices of various sizes.(continued on next page)VT BREWERS: ASSIGNMENT216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com13

THE ASSIGNMENTSection II: Redesign and Merging of VBA and VBF WebsitesREQUIREMENTS FROM THE RFPSite PerformanceIn reference to the “Site must be able to handle high volumes of traffic”requirement, it is impossible to guarantee this as we don’t know howmuch traffic constitutes “high volumes”. A discussion with the currentweb hosting vendor and implementation of performance best-practices,such as caching, will be used to mitigate the chances of the site evergoing down as a result of traffic volume. The only way to guarantee thiswon’t happen is to have a specific target for peak traffic metrics and testthe site at or above those targets.bbPress Members Login PortalThe existing member portal containing all user data and content will bemigrated into the new site.Digital, Interactive Map / Create My Brewery TourA page consisting of a Google map containing a pin and address/contactinfo for each brewery entered into Wordpress will be created. In addition,we’ll create custom tour functionality similar to the following sers will be able to select a subset of locations and print out a pageconsisting of a map pin for each selection along with address andcontent info.To power this feature, we’ll attempt to use all of the brewery datacontained in the database for the brewery pages.StoreThe existing ecwid-powered store will be implemented into thenew site including any information saved within the site such asproducts, users, etc.Hosting & Website MaintenanceUnless there is a reason why you cannot, we recommend staying withyour existing hosting provider, especially if your @vermontbrewers.comemail is hosted with that same company.If that is not an option, we can assist with finding another hostingcompany. There are several well-known and proven options forWordPress hosting.Rumbletree provides website maintenance & support during businesshours M-F at a rate of 100/hour. This service can take any form fromphone-assistance on how to use WordPress to scoping and estimatingthe development of new features and functionality or the site. All ofRumbletree’s creative and design services are also available to assist withmaintaining the website.SCOPE & ESTIMATE ASSUMPTIONS1. All page content & data will be provided by the VBA.2. The existing bbPress membership portal will be integrated into thesite as-is.3. The existing ecwid-powered store will be integrated into the site as-is.4. The use of Ticket Alternative as the ticket sales vendor will remain as-is.5. Any website involvement in the process for breweries to request & begranted VBA membership and given access to the portal will remain as is.6. All existing brewery information will be migrated into the new site.7. Rumbletree will implement all new content for each page of the site. TheVBA will be responsible for any manual new data entry needed for anypart of the site.A. Our goal is for there not to be any manual data entry needed.However, that relies on the current website database containing allof the information needed for all functional areas of the new site.VT BREWERS: ASSIGNMENT216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com14

THE ASSIGNMENTSection III: “Passport Program” ApplicationREQUIRED FEATURES FOR THE PASSPORT PROGRAMGeneral Formatting and DesignRumbletree is recommending building a web application that canprovide the same functionality and design features that a native appwould provide. The major driver for this choice is the high upfrontand ongoing costs of developing and maintaining a dedicated appfor multiple mobile platforms. With any native app, there exists theinevitability of Operating System updates requiring the App be updated,possibly significantly. Even in the case where no updates are needed,the app developer would need to engage in a review of the upcomingoperating system changes to make that determination. Therefore,unknown ongoing costs are a part of any native app engagement.With a web-app, content management can be employed to accomplishthis. The web application would be built as part of the new VBA websiteand would have a possible link of www.vermontbrewers.com/passport.The web application will give the VBA more flexibility moving forwardand any maintenance would be far less costly. You would also be able tohouse all of the brewery and customer related data within the WordPressCMS of the new site and you won’t need to duplicate with two sites.In terms of designing the look and feel of the Web Application,Rumbletree has no problem executing two distinct design options andallowing the VBA to pick the direction and functionality they would liketo see the passport program go.Main User Functionality:Regarding user functionality the first three sections a, b, and c are allcontent driven and the new website will already have all of that dataso we would be able to build that into the passport program.In regards to section d, as long as we are able to collect all of the specificbrew pub data (which we should have from the new VBA site) we canbuild any type of map that you would want. In the examples of our worksection of the RFP we are featuring an interactive map that we proposedto New Hampshire Tourism (page 20). The State chose not to fund theproject but it should give you an idea of our capabilities.In regards to section e, we are proposing that each brewery have aQR code that can be scanned by customers when they check in. Thecustomer will need to be logged into the passport program to scan theQR code. Being logged in will tell the site who is scanning the codeand which site they are visiting. The site can generate a unique coderepresenting that check-in so it can mark the location as “visited” by thatmember.There are a few caveats for this solution: Each brewery would need to display a unique QR code and be able toreplace it if lost or stolen. There would be some cost for the QR code printing & display mechanism(albeit not a huge cost). Sections g, h and i are all just additional content so they would be easilyintegrated in the new site. Some discovery would need to be done to geta better understanding of how advertising revenue would be broughtinto these and may require additional scoping. With section j we would provide the ability to cross-post that will check-into various social media platforms.(continued on next page)VT BREWERS: ASSIGNMENT216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com15

THE ASSIGNMENTSection III: “Passport Program” ApplicationBack End / Administrative Features1. The VBA will have the ability to maintain a list of “Passport Program”participants within the Content Management System in WordPress.Rumbletree would provide training to the WP admin on how to use thisfeature. Should the VBA choose not to do the data entry themselvesRumbletree is capable of doing the data entry but would be outsidethe scope of this project. It could be included in a post go-live supportpackage if that is the route the VBA would like to go.2. All of the Brewery data and customer related data would be stored in theWordPress CMS. As with question one the VBA will have to determinewho will be maintaining and entering the data, but it would all behoused in the CMS.3. In regards to tracking trends, we would help set up your Google Analyticsfor both the VBA site and the Passport Program. We could would thenwork on setting up the goals (i.e. what you would like to track in regardsto website traffic). Please be aware there are some limitations withGoogle Analytics but it is the most cost effective way to track analytics.If the analytics were needed to be deeper than what GA can provide, itwould have to be done outside of the scope of this project with a likely3rd party tool.VT BREWERS: ASSIGNMENT216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com16

SampleWork

SAMPLE WORKLogo DesignVT BREWERS: WORK216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com18

SAMPLE WORKNew Hampshire Tourism & BrewNH PartnershipNEW HAMPSHIRE’SBREWERY MAPNEW HAMPSHIRE’SBEER GLASS GUIDETag your new hampshire brewery experience #cheersnhBREWERY MAPGet front row access to the inspired diversity of delicious and handcrafted New Hampshire-made beer as youfollow along with our Brewery Map. You’ll find a wide range of award-winning breweries, microbreweries, andbrew-pubs throughout the state. Each local establishment offers a unique experience for you, your family, andfriends. Tour all of New Hampshire’s finest breweries today—and don’t forget to ‘cheers’ to the Granite State!American Pint GlassThe most traditionally served and used glass.Typically holds 16oz. and goes great with most beers.English/Imperial Pint GlassSimilar to the American Pint Glass, the Imperial hasa slight lip at the top, holds more beer and is oftenserved with English ales.1603 Brewery – Londonderry27th Settlement Brewery – Dover3Able Ebenezer Brewing Company – Merrimack4Agner & Wolf Brewery Corporation – Nashua5Beara Irish Brewing Company – Portsmouth6Belgian Mare Brewery LLC – Alstead7Blue Lobster Brewing Company – Hampton8Border Brewery – Salem9Budweiser Brewery Experience – Merrimack10Candia Road Brewing Company/Nepenthe Ales – Manchester11Canterbury Aleworks – Canterbury12Deciduous Brewing Company – Newmarket13Earth Eagle Brewings – Portsmouth14Elm City Brewing Company – Keene15Flying Goose Brew Pub & Grille – New London16From The Barrel Brewing Company – Londonderry17Garrison City Beerworks – Dover18Great North Aleworks – Manchester19Great Rhythm Brewing Company – Portsmouth20Henniker Brewing Company – Henniker21Hobbs Tavern & Brewing Company – West Ossipee22Kelsen Brewing Company – Derry23Martha’s Exchange Restaurant& Brewing Company – Nashua24Milly’s Tavern/Stark Brewing Company – Manchester25Moat Mountain Smoke House& Brewing Company – North Conway26Out.Haus Ales – Northwood27Rockingham Brewing Company – Derry28Schilling Beer Company – Littleton29Sea Dog Brewing Company – North Conway30Shackett’s Brewing Company – New Hampton31Smuttynose Brewing Company – Hampton32Squam Brewing – Holderness33Stoneface Brewing Company – Newington34The Lone Wolfe Brewing Company – Wolfeboro35The Neighborhood Beer Company – Exeter36The Portsmouth Brewery – Portsmouth37The Prodigal Brewery – EffinghamBeer MugMade with thick glass walls and a handle, thebeer mug will keep your brew of choice cold andyou refreshed.GobletA larger and more exquisite glass that pairs well withheavy, malty beers, such as Belgian ales.FUN FACT!Pilsner GlassMade with a slender design, the drinker canappreciate the colors and carbonation that comeswith a lighter brew, such as Pilsners.The averageAmerican consumes23 gallons of beera year.Weizen GlassBuilt with a narrow bottom and a wider top, thearomas and foam from wheat beers are enhanced.Snifter38The Redhook Brewery – Portsmouth39The Seven Barrel Brewery – West Lebanon40Throwback Brewery – North Hampton41Tuckerman Brewing Company – Conway42White Birch Brewing – Hooksett43Woodstock Inn Brewery – North WoodstockNow rare to find in public, the snifter is great forenriching the aromas of strong flavored beers, suchas Double IPAs.28Resembling the shape of a tulip, this glass creates afoamy head and enhances the nuances and flavors ofa stronger brew.Stange Glass2132BEER INGREDIENTS37301534WaterHops1 Boiling17266BarleyYeastBREWING PROCESS11FUN FACT!2 Cooling22018349383524 1014331242FUN FACT!Cenosillicaphobiais the fear of anempty glass.Flute GlassShaped similarly to a champagne glass, the fluteglass holds carbonation, allowing for aromas toamplify quickly.41FUN FACT!The foamy “head,” as itis called, is formed by acomplex carbon-dioxidereaction and can say alot about the qualityof the beer.While bland in shape, this cylindrical glass intensifiesthe flavor of delicate beers, such as Kölsch.294339Zythology is thestudy of beer.Tulip Glass251 22161319 536364031 74 Conditioning3 Fermentation27823COLLATERAL &EVENT MARKETINGFrom 2012 to 2015 Rumbletree created the New Hampshire Brewery Map for New Hampshire Tourism, featuring facts,photos, and contact information for each of the New Hampshire Breweries. Rumbletree also leveraged a relationship withTravel & Leisure Magazine to extend the New Hampshire Tourism brand by offering BrewNH the opportunity to take overweekend beer sales at Smorgasburg, a Brooklyn flea food market.VT BREWERS: WORK216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com19

SAMPLE WORKNew Hampshire Tourism & Sub-BrandsBRAND EVOLUTIONFor 2015, Rumbletree orchestrated a complete brand evolution and summer campaign launch simultaneously, The newcreative takes New Hampshire’s “Live Free” brand to a more vibrant, modern place, while still retaining its authenticity.Rumbletree unveiled the refreshed brand with a fully-integrated, largely digital summer campaign that weaves NewHampshire’s “Live Free” platform into the fabric of consumers’ lives.VT BREWERS: WORK216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com20

SAMPLE WORKNew Hampshire State ParksLOGO SYSTEMThe New Hampshire Division of Parks & Recreation is comprised of 92 properties, including campgrounds, beaches, naturalareas, waysides, historic sites and recreational trails. The division came to Rumbletree for help updating their current identity.Based on a thorough brand audit, Rumbletree made the recommendation to evolve the existing and established logo. Bysimplifying and transforming the mark, Rumbletree was able to transform the brand. A subset of logos to represent individualstate parks was also created.VT BREWERS: WORK216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com21

SAMPLE WORKNew Hampshire State ParksCOLLATERALTo generate awareness, visibility, visitation, and revenue, Rumbletree created several pieces of marketing collateral for theNew Hampshire Division of Parks & Recreation. With the objectives of expanding an in-state and out-of-state awareness andengaging more families to go camping, Rumbletree developed postcards, brochures, handouts and more.VT BREWERS: WORK216 Lafayette Road, North Hampton, NH 03862(603) 433-6214rumbletree.com22

SAMPLE WORKNew Hampshire Restaurant Week 20168 Daysof special lunch and dinner menus at 3 price points.Over 100Restaurantsfrom every region across the state.Lodging Deals1. Choose your restaurant2. Dine out oftenFind restaurants, menus & moreat restaurantweeknh.com.Eight days of lunch and dinner. Notickets needed, just get out and dine!Embark on a culinary road trip or a weekend getaway.MENUSpecialGiveawaysIncluding an all-inclusive trip to Napa Valleysponsored by Horizon Beverages. We’ll also begiving away dining gift cards all week long onsocial media.Celebrity ChefsJoin our VIP Event March 17, 2016featuring celebrity chefs.DIG IN3. Ask for our menu4. Share your adventureAsk your serve

Written Proposal - Website Redesign & Merging of Brands Vermont Brewers Association. 216 Lafayette Road, North Hampton, NH 03862 (603) 433-6214 rumbletree.com 3 . Section II: Redesign and Merging of VBA and VBF Websites 13-14 Section III: "Passport Program" Application 15-16 SAMPLE WORK 18 27 REFERENCES, FEE STRUCTURE & TIMELINE .