Mces Imc Plan

Integrated Marketing
Communications Plan
Designed to serve.
CONTENTS
EXECUTIVE SUMMARY
SITUATION ANALYSIS
SWOT ANALYSIS
OVERALL IMC STRATEGY
IMC OBJECTIVES
SOCIAL MEDIA STRATEGY
PR CAMPAIGN
CORPORATE IDENTITY
CREATIVE BRIEF
EVALUATION
CONCLUSION
APPENDIX: BRAND STANDARDS
EXECUTIVE SUMMARY
McClelland Consulting Engineers, Inc., is a Designed to Serve
multidisciplined civil engineering firm specializing Our company motto is “Designed to Serve,” and our
in the following disciplines: professional services are exactly that — designed
• Airports & • Landscape specifically to each distinct project’s requirements
Aviation, Architecture, and individual needs. We avoid offering canned
• Water & • Construction solutions; rather, we design specific solutions to
Wastewater, Materials Testing, meet each project’s unique criteria.
• Transportation & • Civil/Site Design &
Traffic, Land Development, MCE’s MISSION, VISION & VALUES
• Parks & Recreation, and STATEMENT:
• Environmental • Geotechnical Our Vision
Testing, Engineering. To be a regional civil engineering firm, focused
• Surveying & GIS, on employees and exceptional client service that
MCE was established in Fayetteville, Arkansas in 1963 is committed to improving the environment and
and currently operates out of four offices: Little Rock, the communities we serve.
Fayetteville and Fort Smith, Arkansas and Tulsa,
Oklahoma. We employ a staff of approximately 120 Our Mission
qualified individuals. Our headquarters is located in The mission of McClelland Consulting Engineers,
the Little Rock office. MCE is licensed to operate in Inc. is to provide a quality design and personalized
Arkansas, Oklahoma, Missouri, Texas and Louisiana. customer service that meets or exceeds client
expectations through employees who are
Our staff of professionals includes design engineers, committed to integrity and excellence.
registered surveyors, a construction engineer,
landscape architects, construction inspectors, CADD Our Values
technicians, laboratory technicians, administrative, MCE has built an excellent reputation based on
marketing and clerical personnel. specific core values. These values are important
to the continued growth of MCE.
Integrity:
Always do the right thing.
People:
Our employees and clients are our most valuable
resource.
Community:
We are dedicated to improving our community
through charity and service.
Teamwork:
We strive to build an environment of teamwork and
cooperation to achieve success.
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There are three target audiences for this IMC plan.
1
Our primary target audience includes employees of cities and towns throughout our main service
area, Arkansas; specifically mayors, city councilmen and public works officials.
2
The secondary target audience will include employees of cities and towns throughout Oklahoma,
where we currently have one office location; specifically, mayors, city councilmen and public
works officials.
3 The tertiary target audience group are MCE clients who are not included in the municipal area.
Examples: architects, developers, utility directors, contractors, other engineers, schools, higher
education, airports and private companies.
To date, MCE has had limited marketing tactics directed toward social media. The subsequent IMC
plan addresses this issue and offers proactive solutions.
The objectives of this campaign for 2018 and beyond include boosting the company’s social media
footprint, increasing social media interactions and posts, and integrating current marketing
strategies, tactics and objectives to be inclusive of all media types including new/social media. The
objectives will be achieved through the creation of a corporate identity to include a brand standards
manual, business cards, design and implementation of a new website, brochures, other marketing
materials and promotional items, a targeted public relations campaign and social media initiatives.
It is imperative that all MCE communications be part of an integrated marketing

campaign. Everything that comes from MCE must have the same look and feel,
which will emanate into a brand image. The following integrated marketing
communications plan will yield exponentially higher results than the sum of
any individual communications executed separately by the company and/or its
employees. The plan also details our communications plan objectives, tactics,
strategies and outlines how to measure and track our results.
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SITUATION ANALYSIS
The situation analysis is an overview of the circumstances MCE faces. It includes a Competitive Services
Analysis, a Market Analysis including geographic and demographic information; a social media analysis;
a statement on politics; and a section on rules, regulations and standards.
Competitive Services Analysis

MCE provides professional engineering services and associated services for all phases of a project from
preliminary planning to final design through construction completion. Our in-house service capabilities
include professional engineering, land surveying, geotechnical investigation, construction materials
laboratory testing, environmental laboratory testing, landscape architecture, special inspection and
services during construction.
Our full-service, in-house capabilities assure that qualified MCE professionals are involved in all stages
of each project. By reducing the number of consultants involved, engineering design and coordination
can often occur at a quicker pace than when a greater number of parties are involved. By speeding
design and coordinating project phases, MCE saves our clients time and money by completing projects
in a more efficient and cost-effective manner.
In addition to providing our specialized services for projects designed by MCE staff, we also work as
subconsultants with other construction industry professionals, such as architects, contractors and
other engineering firms.
Our services include:
• Airports & Aviation • Wastewater Collection & Treatment

• Civil/Site Design & Land Development • Land Surveying/GIS/Mapping
• Geotechnical Engineering • Construction Phase Services
• Water Treatment & Distribution • Transportation & Traffic Engineering

•• Environmental Testing • Construction Materials Testing
• Landscape Architecture
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Market Analysis Including Geographic & Demographic Information
Geographics
MCE serves clients in Little Rock, Fayetteville and Fort Smith, in Arkansas; Tulsa, Oklahoma; and the
surrounding areas of each. MCE professionals are licensed in Arkansas, Oklahoma, Missouri, Texas and
Louisiana.
Demographics
Both men and women are equally likely to be put into positions where they would work with our firm,
though the demographics of our social media audience, more specifically our Facebook audience,
are based on aggregated demographic data about the people who like our page, based on the age
and gender information they provide through their profiles. That data shows that our social media,
and specifically Facebook, fans are 51 percent female and 49 percent male. The highest ranking
demographic statistics are as follows:
11% — female, ages 25-34 11% — male, ages 25-34

10% — female, ages 55-64
Of our current total followers (308 as of August 2017), 300 of those show that they are based in the
United States. Of those, 63 are in Little Rock; 43 are in Fayetteville; 12 are in Benton; 10 are in the
Dallas, Texas area; eight are in Conway, seven are in Bryant, seven are in North Little Rock, six are in
Crossett, five in Springdale, four in Cabot, four in Pine Bluff; three in Sherwood; three in Farmington;
three in Bentonville; three in Siloam Springs; three in Jacksonville; and three are in Cave Springs.
Thus far, insights show that 60 percent of the individuals reached by MCE via Facebook have been
female, while 39 percent have been male. Overall our Facebook engagements show similar trends
with 70 percent of our engagement coming from females, and 30 percent from males.
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Competitive Analysis
MCE’s primary competition consists of other civil engineering firms in the Arkansas and Oklahoma
areas. There are both local and national organizations/firms submitting to the same Requests for
Qualifications that MCE does.
Arkansas Competitors: Oklahoma Competitors:

1. Mcgoodwin, Williams & Yates 24. Smith & Weiland 1. Wallace Engineering
2. Garver 25. Morrison Shipley 2. Meshek & Associates
3. Engineering Services 26. GarNat Engineering 3. Crafton Tull
4. Crafton Tull 27. Thomas Engineering Co. 4. CEC Corporation
5. Burns & McDonnell 28. Crist Engineers 5. RJN Group
6. Civil Engineering Associates 29. Mickle Wagner Coleman 6. BLK
7. Grubbs, Hoskyn, Barton, 30. HFA 7. Guy Engineering Services
Wyatt Inc. (Geo) 31. ETC Engineers 8. Holloway, Updike & Bellen
8. Anderson Engineering (Geo) 32. PMI 9. Cowan Group
9. Jacobs 33. Marlar 10. Walter P Moore &
10. Ecci 34. Bond Associates
11. DCI 35. LPA Group 11. Olsson Associates
12. Michael Baker International 36. EDM Consultants, Inc. 12. Garver
13. CWB Engineers 37. Brixey Engineering & 13. Benham
14. USI Consulting Engineers Surveying 14. Tetra Tech
15. CEI Engineering Associates 38. RJN Group 15. CP&Y
16. Materials Testing of 16. Poe & Associates
Arkansas 17. CH2M
17. Hope Consulting 18. Black & Veatch
18. Building & Earth 19. Craig & Keithline
19. White-Daters & Associates 20. Tulsa Engineering & Planning
20. Terracon 21. Tanner Consulting
21. B&F Engineering
22. Halff Associates
23. Hawkins-Weir Engineers
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Social Media Analysis
After looking through what our competition is doing with its social media marketing, the MCE
Marketing Team has come up with some samples of some of the types of items/posts we would like
to include in our new social media marketing efforts.
Conferences Conferences
And More Conferences Ribbon Cuttings
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New Office New Location
Featured Project Project Completion
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Sponsorships & Participation Project Update
Groundbreaking Project Completion
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State of Social Media Marketing

75% of male internet users are on Facebook as well as 83% of female internet users.
22% of the world’s total population uses Facebook.
Currently, online adults aged 18-34 are most likely to follow a brand via social networking (95%).
There are 1.65 billion active mobile social accounts globally with one million new active mobile
social users added every day.
There were over 40 million active small business pages on Facebook and four million of those
businesses pay for social media advertising on Facebook.
There were over 4.4 million videos uploaded directly to Facebook in February 2016, generating
over 199 billion views.
As of 2017, 62 percent of North Americans use Facebook and 79 percent of Americans with Internet
access use it on a regular basis.
LinkedIn boasts more than 450 million user profiles, currently. The average LinkedIn user spends
17 minutes per month on the social media networking site.
Almost 80 percent of the total time spent on social media platforms happens on mobile devices.
More than 50 million businesses use Facebook Business Pages, while two million businesses use
Facebook strictly for advertising.
Of the total LinkedIn user base, 39 percent pay for monthly premium accounts.
On LinkedIn, 98 percent of posts with images receive more comments, and posts with links have
a 200 percent higher engagement rate than those without any graphic content.
100 million hours of video content are watched on Facebook daily.
160,000 long-form posts are published weekly on LinkedIn and more than 19.7 million SlideShare
presentations are uploaded.
Politics
With the coming of the 2017 Arkansas legislative session came several proposed laws affecting the
services industry, and, more specifically, the field of engineering. Thankfully, the legislature did not
approve or pass any legislation during the past session that would directly affect our firm. However,
that does not mean that it will not/can not happen in future legislative sessions. Attention needs
to be paid to what is happening within the legislatures in both Arkansas and Oklahoma; and on a
national level as well. Political posts though should always be approved by a managing partner, the
CEO or other designated representative.
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SWOT ANALYSIS
The SWOT (or an analysis of this integrated marketing communication plan's strengths,
weaknesses, opportunities and threats) is a simple, but useful, decision making framework
for analyzing an organization's strengths and weakness, and the opportunities and
threats faced. It helps focus on strengths, minimize threats, and take the greatest
possible advantage of opportunities available.
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The overall IMC strategy for the MCE brand involves the integration and development of a social
media identity via the two social media channels identified in this plan: Facebook and LinkedIn; to be
a companion marketing strategy to the traditional media/mediums already utilized.
It is imperative that all MCE communications be part of an integrated marketing campaign. Everything
that comes from us must have the same look and feel, which is why we have also designed and
implemented an MCE Brand Standards Manual to accompany the IMC Plan. All of this emanates into
a brand image. Integrated marketing communications will yield exponentially higher interactions
with current, past and potential clients than the sum of any individual communications executed
separately. The integration of our mission, vision and values statements is a crucial element in creating
an identity for MCE.
Our mission: The mission of Our Vision: To be a regional Our Values: MCE has built an
MCE is to provide a quality design civil engineering firm focused excellent reputation based on
and personalized customer on employees and exceptional specific core values. These values
service that meets or exceeds client service committed to are important to the continued
client expectations through improving the environment and growth of MCE.
employees who are committed the communities we serve.
to integrity and excellence.
MCE Values
Integrity: Always do the right thing.
Community: We are dedicated to improving our community through charity and service.
People: Our employees and clients are our most valuable resource.
Teamwork: We strive to build an environment of teamwork & cooperation to achieve success.
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DO | Post photos and information involving our employees and work-related events you are
participating in. If you take a work-related trip and get a good photo, send it to a marketing
coordinator with some details to share.
DO | Send in information on an upcoming groundbreaking, ribbon cutting, or other project-

related update to let a marketing coordinator know so that we share.
DON'T | Post/Share any photos to our social media pages/marketing team that include
employees with alcoholic beverages in-hand. The alcohol branding should be hidden by a
koozie, or the beverage should be put down or hidden prior to taking the photo. This includes
(especially) at MCE-sponsored events.
DON’T | Share personal trips or events o the social media sites. We will publicly post MCE-
related information only.
DO | Ask non-MCE employees you are photographing if they mind you sharing their photo
and information with your marketing team. Also, make sure you have his/her title correct and
name spelled properly.
Negative Comments, Feedback and Reviews

If/When we receive negative comments and/or feedback through our social media channels, we
should contact the individual personally through messaging or replaying to a comment left, and let
them know to whom they are speaking and that you are there to help. Offer to remedy the situation
in any way you can, even if that is just informing management of the situation or issue.
For negative reviews, a representative from MCE should message/contact the individual who left the
review, inform him/her of who you are, and offer to help remedy the situation the same as you would
for comments and feedback.
If none of your efforts to fix the situation work, we do have the option to ban individuals from
our page, though we should exhaust all options before ever banning any individual. Before banning
anyone we need to check to ensure the individual is not someone who is a potential or current client,
or someone with whom we are otherwise engaged. Disgruntled, former employees may be banned if
he/she becomes an issue/hindrance in our marketing efforts.
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IMC OBJECTIVES
Reasoning:
As of June 30, 2017, there were 320,059,368 North Americans with access to the internet – that’s 88.1
percent of the total population of the continent, or 8.3 percent of the world population. Worldwide,
the total number of those with internet access is 51 percent, a 20 percent increase in just six years.
New media, sometimes also referred to as interactive media, is rapidly evolving, and is a loosely
defined area of strategic communications that has become increasingly important. As opposed to
traditional media, which encompasses newspapers, magazines, radio and television, new media
harnesses the power of various forms of electronic communication – most importantly, the internet.
Blogs, podcasts, online video, and social networks are among the most popular forms of new media.
New media is interactive because it gives users the opportunity to add or manipulate content, provide
feedback, and engage with others as part of a social network. New media has revolutionized the way
many people think about and access information and news. Today, people can access information
at any time, using a variety of devices. Those who wish to disseminate information have a vast array
of options for the creation, publication and distribution of content – often for minimal, to no, cost.
The result is a media landscape dense with content from sources that range from trusted experts to
outright liars and scammers. Our challenge is to cut through all the other messages and create a
relationship with our target audience.
A few key characteristics to remember:

Keeping our organization on message can be difficult. An important part of new media is user-
generated content, which is content or material created by a user and uploaded to the internet.
This can include commenting on a product, responding to a newspaper article, posting a profile on
Facebook, or posting a video on YouTube. While on our Facebook account, it is possible that our
friends and followers may not stay on message with their postings. It is vital to keep a watch on
everything that is posted to our pages.
Content Matters – Surveys of internet users emphasize the importance of the quality and relevance
of content. Content must also reflect the interests of users. Quality content is an important key
concept that we should strive to achieve. Time, effort, and resources are required to create high-
quality content.
Make It Clear – Transparency is important in the world of new media. When using new media, we
should always fully disclose whom you represent.
Postings can Live Forever – With new media, the 24-hour news cycle is irrelevant. Stories can “go
viral,” meaning that they can spin out of control. Online discussions can stretch out for weeks and
may resurface when you least expect.
Building Relationships – New media is about relationships – building and maintaining relationships is
extremely important for users. Successful networks, once established, can be leveraged in the future.
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Use of new media should be considered a long-term endeavor (with a corresponding strategy) and not
a series of unrelated forays into the online world.
One of the number one difficulties for social media campaigns is improper identification of the target
audience (which we identified in our Executive Summary on page 1)
Social network sites can be a great way to promote our organization. However, there are some
important rules to remember:
• Engage — The point of social networking is to participate in the conversation. Leave comments
and make connections with other users.
• Contribute — Share information that is of value.
• Monitor — The marketing team will track what is being said about our company, the topic and/
or our employees when representing MCE.
• Be Productive — Have a clear plan about what we want to achieve from our efforts.
• Be Interesting — Think of ways we can provide users with something new.
As with all public communication efforts, choosing a target audience for our new media communications
depends on our goals and the research conducted to gain insight into our audience’s interests. It is
important that we carefully target our messages. Just as audiences loathe spam emails, users of social
media do not want to be bothered by irrelevant information. We will lose credibility and weaken
our relationships if we fail to provide information that is interesting, useful and/or relatable to our
audience.
One of the most important aspects of new media are the relationships that result from our efforts to
engage within it. Even though we may never meet in person the people with whom we communicate
through the medium, it is still important to nurture these relationships that we develop online.
Politeness, responsiveness, and dependability can go a long way in building and
maintaining a useful and effective network of contacts.
To assess the effectiveness of MCE’s PR efforts, we must be able to relate cause to effect. Unfortunately,
most PR professionals who are actively using new media acknowledge that this is a challenge. It is
therefore all the more important to identify clear goals for our new media efforts and to establish a
baseline measure. There are social media analytical programs that can help track the impact of our
website and social media efforts that offer a range of services at various price points, many of them
are free. Facebook provides these insights to business pages at no cost, and we receive updates weekly.
Others include: Hootsuite (one of the most popular, is a social media management dashboard. On
top of scheduling posts and aggregating content, you can use its analytical tools as a whole separate
function of the program), Facebook Insights (we already use), Google Alerts, Google Analytics, and
Brand24 (a web-based dashboard that shows real-time insights and analytics about your content and
audience), among numerous other options.
Based on the overall analysis of MCE’s previous marketing techniques, its competition and available
opportunities, the following section details the objectives that have been developed to support the
strategy of the IMC Plan for 2017-2018, and beyond.
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SOCIAL MEDIA STRATEGY
Goals, Objectives, Strategies & Tactics for a Comprehensive IMC Plan
1. Goal: Increase MCE’s Social Media Brand Awareness by five Klout points within the first year.
How do you measure brand recognition and online influence? Klout is one of many excellent
websites/applications available which look at various online profiles from across the web to assess
influence. A Klout score is a reflection of our brand’s social influence, based on the activity across
our social networks. Klout offers members a score which can range between 10 (low) and 100
(high). Digging deeper into our score, programs like Klout can provide further analysis including:
True Read (how many people we influence), Amplification (how much we influence people), and
Network Impact (how influential our audience is). To measure the effectiveness of our PR and
branding efforts, we should record our Klout score, True Reach, Amplification and Network Impact
on a spreadsheet each month. Then, over time, our changes in scores will allow us to understand
which efforts to take in order to improve our overall score. It is important to note that Klout
is simply evaluating the external social media presence. It is NOT a direct measurement of our
revenue or success as a business.
It is important to stay relevant! To do that, it is critical that we make an effort to make our
target audience aware of our brand and its identity, and to establish MCE as a leader in the civil
engineering industry within our targeted areas. When the public, and more specifically clients, are
aware of our brand and interact with it on different levels and in a variety of ways, they are more
likely to recommend it to their friends by liking posts and sharing our information. MCE employees
can also assist in these efforts by liking and sharing items posted which they find interesting. This
will also add additional increases to our analytics, which increases our chances of reaching this
first goal.
Objectives: Continue with our attempts to increase MCE brand awareness through our
social media presence by:
1. Increasing our social media presence through increased Facebook interactions, posts and
overall improved usage of the social media tool.
2. Increasing our social media presence through LinkedIn by better utilizing this service and what
it has to offer, and improve and increase our usage of this particular social media tool.
3. Utilizing these new tools to maintain brand credibility, while increasing visibility.
Strategies: Create a comprehensive social media calendar for all social media platforms, directed
at our target audience. Develop a posting strategy. Promote the MCE brand through posts to the
new website, Facebook and LinkedIn.
Tactics: Promote MCE through the use of social media to better target and engage our audience.
Create content that our followers will want to see and share.
Analytics to Track: Klout score, Facebook insights, and LinkedIn insights.
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2. Goal: Update website, and increase website traffic by five percent within one year. Increase
website interactions by five percent within one year. This will be based off of our Google
Analytics tracking and scoring. Increase website visits and active users from approximately 30
daily users and 167 weekly users to 40 daily users (an increase of 33.33 percent), or 177 weekly
users (an increase of 5.98 percent) over the course of one year.
Traffic is important to all sites. We could create the most beautiful, efficient website possible, but
without traffic, none of that matters. The more people we have visiting our site, the more chances
people have to engage with our content, click our social media widgets, interact with our brand or
share our site with friends and followers.
Objectives: Develop and launch new website, then improve upon our maintenance of the site
with continuously updated projects and information. Finally, monitor our website interactions
so that we can eventually increase those interactions with our company website and our reach.
Strategies: Create a new, better-looking, easily navigable website. Promote other social media
on the website via linking.
Tactics: Once the newly designed site goes live, we should heavily promote the new site via all
of our social sites and encourage everyone to visit it for months after it has been completed and
launched. Once the social media calendar is created, it should include website maintenance,
posting, etc.
1. Increase our website interactions by five unique visits per month within one year.
2. Implement a comprehensive social media calendar within the two months of the launch of the
IMC Plan that includes when, where and what to post to each social media platform. We need
to add measurable outcomes to these tactics once they’ve been discussed.
Analytics to Track: Increased engagement via Google Analytics.
According to our new Google Analytics statistics, which are currently tracking on our website, the
majority of average users currently visit our site between the hours of 8 a.m. and Noon, with 91
percent of our activity coming from the United States. A total of 81 percent of our website users
currently use a desktop to visit our site, while 16.6 percent of users use a mobile device, and 2.4
percent are on a tablet device. Another key feature included with Google Analytics is the ability
to see how well we retain users. Our most-visited page is our “Projects Out For Bid” page, with our
“Careers” page a close second.
3. Goal: Increase MCE’s LinkedIn interactions by 15 percent, and organic followers by 15 percent,
or 64 users within one year (making our Linkedin followers total 400)
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After observing our social media interactions over the past year, it has been noted that many of
our clients, customers, and employees are using LinkedIn. We should have more of a presence
in the locations where our customers, clients and employees are interacting socially. LinkedIn
provides us a great opportunity to do this, and it can also be beneficial/useful for HR purposes as
well. We have clients and customers who use this particular social media platform, and many of
our competitors have a presence on the platform as well.
Objectives: Begin using our LinkedIn page as a social media/public relations/communications

tool. Then begin to increase our posting, interactions and reach through the site.
Strategies: Develop a social media calendar that includes our LinkedIn page, postings and updates.
Tactics: Promote MCE through the use of LinkedIn to better target our audience. Create content
that our LinkedIn users will want to see and share through the service. Until now, LinkedIn has
been underutilized by MCE.
Analytics to Track: Visitors through traffic metrics and visitor demographics by job function,
country, region, seniority, industry and company size. Updates through engagement metrics by
impressions, unique impressions, clicks, likes, comments, shares, followers acquired and social
engagement percentage; and followers by competitor/company statistical comparisons and
follower demographics by country, region, job function, seniority, industry, company size and
employment status.
4. Goal: Increase only MCE’s Facebook followers from 326 to 400, or 22.70 percent, by the end of
2018. Also increase social media presence, posts and interactions.
Not only do we have clients and municipalities represented on this particular social media platform,
we also have many other companies we work with regularly who have a visible presence here as
well. We have competitors who do a very good job of keeping up their Facebook interactions, and
we should be doing the same. We also have employees who use the platform, and can also interact
with clients or the company this way.
Objectives: Continue to increase our overall Facebook interactions and reach.
Strategies: Develop a social media calendar to promote MCE through Facebook and our posts
and interactions with customers, clients, and other companies with whom we work regularly.
Tactics: Implement our integrated marketing communications plan once it has been fully
developed. Better utilize the social media tools available to our marketing team.
Analytics to Track: Facebook Insights provides follower/fan demographic information; pages to

watch/competitor comparison; actions on your page breakdown; page views breakdown; total
reach breakdown; and post breakdowns that include reach, clicks, reactions, comments and
shares. Facebook also provides emailed weekly updates that show percentage increases/decreases
of basic statistical insight changes.
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Search Engine Optimization
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine (i.e.
Google, Bing) results. SEO encompasses both the technical and creative elements required to improve
rankings, drive traffic, and increase awareness in search engines. Viewers tend to click on the first
links listed in the search results. SEO will result in higher traffic to the MCE website, but it must be
maintained.
There are many aspects to SEO, from the words on the webpage to the way we link with other sites on
the web. Sometimes SEO is simply a matter of making sure our site is structured in a way that search
engines understand.
Prior to launching the new website design and location, MCE was showing up in search results on the
third and fourth pages of results. Since the new site has been launched, the MCE site has moved up to
page two of the search results when searching “Arkansas + Civil Engineers.”
To increase SEO we need to make sure that all <title> elements (meta tags) and ALT attributes are
descriptive and accurate. We can further boost our SEO by making sure our site is full of keyword-
rich content that matches keywords used to search for our site. SEO keywords are the key words and
phrases within our web content that make it possible for people to find our site via search engines. A
website that is well optimized for search engines will speak the same language as its potential visitor
base with keywords for SEO that help connect searchers to our site.
<Meta> tags provide metadata about the HTML document. Metadata, as defined by the Merriam-
Webster dictionary, is data that describes other data. Throughout the web, metadata is used to
describe individual pages on websites, allowing search engines to understand what each page portrays.
Metadata is not displayed on the website pages, but will be machine parsable. Meta elements are
typically used to specify page descriptions, keywords, authors of documents and other metadata.
Within the realm of metadata live meta descriptions and meta keywords. Meta keywords are a specific
type of meta tag that appear in the HTML code of a website and help tell search engines what the
topic of the page is. The meta description is an approximately 160-character snippet, a tag in HTML,
that summarizes a page’s content. Search engines show the meta description in search results mostly
when the searched-for phrase is contained in the description. Optimizing the meta description is a
vital aspect of on-page SEO.
Type of Engagement
Read a great article that you think your clients would find interesting? Send it to a marketing team
member and ask them to share it! Are you attending a conference this week(end)? Take a selfie or
other photo and send it to a marketing coordinator with some sort of caption. We will post it! Did you
have a recent speaking engagement? Share a video or photo with us! All of these types of posts will
paint a picture of our people and our company for your clients and potential clients.
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How to Generate Facebook Success
Take advantage of Your “About” Section: The“About” section offers an opportunity to immediately
connect with potential clients. Here is where a majority of our firm’s information will be located.
Short Description: Here is where you can type in a brief description of ur practice’s background and
what e have to offer.
Long Description: This offers an opportunity to place a longer, more detailed description of our
background and what we offer.
Use High Quality Photos: This adds to the professionalism of our page.
Link to our Website and LinkedIn account: Let people know of our web presence.
Keep Our Professional Page Professional!
General Social Media Tips

There are few skills that will make or break a social media campaign more than posting frequency. If
posts are too infrequent, our audience will forget that we exist. However, if we are posting too often,
we risk becoming a complete nuisance to our followers. So, where does the comfortable balance lie?
Well, that depends. We want to connect with followers without driving them away. According to social
media marketing experts, for Facebook posts the average posting amount equals no more than twice
per day, seven days a week, with prime posting hours being between 10 a.m. and 3 p.m. Though, most
said that posting once per day, or several times per week is sufficient for most social media marketing
campaigns. For LinkedIn posts, the same experts report that posting no more than once per day on
the social medium is sufficient, with the prime LinkedIn posting time being 8 a.m. Wait until there is
quality content available to post that will be interesting to the target audience/readers/followers.
The frequency and content varies based on the services/products offered.
Explanation and Identification

Always include all possible pertinent information in posts including names of those pictured. We
should always assume our reader knows nothing about whatever it is we are posting, and explain
ourselves with as much detail as possible. Some projects require confidentiality agreements to be
signed. As such, we will not be able to post as much information about these projects; however, when
possible, we should include all of the details we can. Our goal is to inform and educate. Additionally,
we should always check to see if there is anyone we can tag in our posts, and tag them if so. For
example, when we sponsor an event at the Fayetteville Chamber of Commerce and attend and event
there, we want to type in our post, @Fayetteville Chamber of Commerce to link to their page in our
post. This encourages others to tag us their posts, and like and share our posts.
19
PR CAMPAIGN
The public relations campaign we have developed will benefit MCE in many ways. Public relations is
an inexpensive yet effective marketing tool. A complete public relations campaign for MCE includes
events, news releases, general feature stores, letters to the editor, calendar listings, flyers, an internal
e-newsletter and testimonials.
PR Goals
1. Increase public awareness of MCE through social media and the advertising/promotions plan.
2. Increasingly share applicable project updates through our social media channels.
3. Compile a marketing database of client e-mail addresses.
4. Develop a social media plan to integrate into the public relations/marketing plan.
PR Strategies
1. Continue to build on our annual MCE events.
2. Follow the new social media plan to increase our online exposure and interactions.
3. Develop news releases as needed.
4. Write general feature stories monthly for City & Town Magazine.
5. Write letters to editors when issues affect our industry.
6. Collect testimonials from clients.
7. Create and implement a corporate brand standards manual.
8. Update all internal and outgoing materials to reflect our updated marketing designs.
9. Create an advertising campaign that reflects our ongoing print usage and our integrated social
media usage.
10. Create client surveys.
Traditional/Paid Media Advertising

MCE currently advertises (typically) once per year in Arkansas Business, especially if we have won the
Best Engineering Firm award from them for the year. These are the most expensive print ads in the
state, and it will benefit us and our marketing efforts to continue advertising in this publication as we
have in the past.
Additionally, MCE advertises 12 times per year, once per issue/month, in City & Town Magazine,
published by the Arkansas Municipal League. This advertising is very strategic on the part of the MCE
Marketing Team as it offers the decision makers in each city and town in Arkansas the opportunity
to hear from us and about what we do. The publication reaches our predetermined target audience/
market once a month, every month and affords us the opportunity to speak directly to our target
audience each and every month. There is no other outlet that would afford us this kind of direct reach
to our target audience. This publication is the best and easiest way for us to directly reach and speak
to that market. By continuing utilizing this advertising method, and subsequently getting an article
published every month that directly reaches our target market, we are setting ourselves up as the
leader in the Arkansas market.
20
PR CAMPAIGN
Goals, Strategies, Tactics, Objectives and Research for City & Town
Research
MCE had, in previous years, advertised in City & Town Magazine, published by the Arkansas Municipal
League. City & Town is a monthly publication that reaches the primary decision-makers in each and
every city and town in Arkansas. The publication is distributed monthly to every City Hall office in the
state. MCE has identified these individuals in these locations as our primary target audience through
a variety of research methods including: a detailed SWOT analysis, a social media analysis, a situation
analysis, a competitive analysis and market analysis that included geographic and demographic data
and other statistics relevant to the company. (Psychographic information was irrelevant to our efforts
and this particular plan.) For our situation analysis we analyzed the services provided by MCE and how
they compare to other companies of similar size, scope and location. Our market analysis identified
geographic and demographic information relevant to our target audience, and our competitive
analysis looked at our competitors within our identified target areas and directly compared the
services we provide to the services they provide.
We also provided our management team with a presentation and research about why we should
better utilize this publication and how we should do so. The presented materials stated that in 2015
MCE-Fayetteville received payments on 522 projects. Of those total projects, 262 were marked as
“municipality” work, which meant that the office billed out approximately half of its total work done,
solely to Arkansas municipalities. We also provided a “Publication Comparison” where we detailed the
advertising prices of the following publications: Arkansas Business, the Arkansas Democrat-Gazette
and City and Town. Our analysis provided costs, and pros and cons of each. Our research showed that
not only did our efforts reach mayors and city councilmen, it was also reaching: building inspectors;
chambers of commerce; congressional delegates; public works directors; schools, colleges and
universities; water department managers; and street department managers, all of whom are included
in our target audience. We learned that the publication reaches approximately 7,000 municipal offices
in all 500 communities in Arkansas. Our investment in the publication is only $3,500 per year, for 12
ads.
Goal
To speak directly to our primary target audience once a month via City & Town Magazine, in order to
better establish MCE as a leader in the field of civil engineering in Arkansas.
Objectives
Submit articles to City & Town Magazine every month for their consideration for publication in the
hopes that they publish everything that we submit.
Strategies
Since we do not have a contract stating that these articles will run each month regardless of what we
submit, it is not guaranteed that our submissions will run every month. We have a verbal agreement.
Thus, our articles must be relevant, current and interesting for our readers.
21
PR CAMPAIGN
Tactics
Once the article is put together and formatted the Marketing Team then either gathers or creates a
graphic or photo to accompany the article. We also design an ad and include a headshot (also taken
in-house by the Marketing Team) to include with our submission. This ensures that everything that
gets published is branded according to our brand standards.
The Plan
The PR Campaign portion of our IMC Plan details our goals, strategies, tactics and objectives for a
successful campaign in this market. One of our strategies for the PR Campaign is to write general/
engineering feature articles on a monthly basis for City & Town. The key decision makers reached
by the publication in each and every city in Arkansas are our target audience. For two years, prior
to having the IMC Plan, MCE had advertised in the publication, and submitted articles occasionally.
The marketing team saw the publication as an underutilized public relations/marketing tool that
we could use to our advantage much more than what we had been done in the past. The marketing
team strategically purchased an advertising package and made an agreement with the editor to run
our articles on a monthly basis. This submission to the Periodicals section of this competition is our
year one attempt to directly let our target audience know who we are, what we do, and how we can
help them. This publication reaches our predetermined target audience/market once a month, every
month. There is no other outlet that would afford us this kind of direct reach to our target audience.
This publication is the best and easiest way for us to directly reach and speak to that market. By
continuing to utilize this advertising method, and subsequently getting an article published every
month that directly reaches our target market, we are setting ourselves up as the leader in the
Arkansas engineering market.
Target Audience
Our primary target audience includes employees and elected officials in cities and towns throughout
our main service area, (Arkansas) specifically: mayors, city councilmen and public works officials.
22
CREATIVE BRIEF
The development of a creative brief will ensure that all McClelland Consulting Engineers, Inc.
communications are integrated and targeted to the appropriate audiences. All creative pieces must
adhere to the brief.
Why we advertise? To promote MCE as the premier source of civil

engineering services in the states of Arkansas and
Oklahoma.
To whom are we speaking? Individuals who work in the cities/companies with

which we work and/or would like to work in the future
including architects, schools, contractors, etc.
Creative mandatories? Logo, color scheme and fonts
Tone of Voice? Genuine, Informative, Educational
Persuasive ideas to convey? MCE has been in business for more than 50 years and
offers more than 10 service areas to meet the ever-
growing needs of the communities in which we live,
work and serve.
CORPORATE IDENTITY
A strong identity for any organization strengthens
brand recognition among target audiences.
A corporate identity for MCE includes pieces
necessary to establish it as the leading civil
engineering firm in Arkansas and Oklahoma. The
corporate identity includes:
• Logo, • E-mail signatures,
• Company letterhead, • Department handouts/flyers
• Business cards, • Vehicle signage,
• Brochures, • Presentations,
• Flyers, • Construction site signage,
• Statements of Qualification, • Promotional items,
• Letters of Interest, • Advertising and
• Social media branding, • All other MCE communications (i.e. reports
• Internal company newsletter, and documents sent out externally.)
23
EVALUATION
IMC evaluation is a significant element when implementing IMC plans effectively. One of the easiest
ways to evaluate MCE’s marketing communications is to check website traffic statistics and social media
statistics and analytics. In order to determine the effectiveness of the IMC Plan, it is necessary to have
methods of evaluation for each objective. The objectives outlined in this IMC Plan for MCE each have
evaluation methods listed. All of the objectives listed are quantifiable and can be fairly easily tracked
by MCE marketing staff. Daily, weekly and monthly assessments of the measurements of our goals,
objectives, strategies and tactics are capable of being tracked and recorded for evaluation purposes.
The data should be complied at the end of each month and recorded for evaluation purposes.
Analytics to track: Klout score; Google Analytics; LinkedIn visitors through traffic metrics and
visitor demographics by job function, country, region, seniority, industry and company size; LinkedIn
updates through engagement metrics by impressions, unique impressions, clicks, likes, comments,
shares, followers acquired and social engagement percentage; LinkedIn followers by competitor/
company statistical comparisons and follower demographics by country, region, job function,
seniority, industry, company size and employment status; Facebook Insights provide follower/fan
demographic information; pages to watch/competitor comparison; actions on your page breakdown;
page views breakdown; total reach breakdown; and post breakdowns that include reach, clicks,
reactions, comments and shares. Facebook also provides emailed weekly updates that show percentage
increases/decreases of basic statistical insight changes.
24
CONCLUSION
Integrated marketing communications is the key to successfully building and maintaining customer
relationships and brand image. IMC ensures the message from the company is reliable and thus
builds relationships with clients and individuals within the cities and towns in which we work. Due
to the vast marketing opportunities available today, IMC is a necessity for MCE’s future, and future
marketing campaigns. A solid company identity can be effectively communicated through IMC and
adds reliability to the company voice.
This campaign is designed to build customer/client relationships, and showcase MCE’s marketing
sustainability efforts. The combination of creative strategy, paid media, public relations and new
media listed within this plan will assist MCE in building a strong brand image, increase awareness and
improve relationships.
One of the most pressing areas for MCE to further develop is digital communications and social
networking. MCE has taken great steps to increase its social media influence, however much more
can still be done to bolster further interactions. By creating the additional content outlined in the
new media section of this plan, MCE will be able to increase customer interactions with the pages
and, thus, more effectively communicate MCE’s mission, vision and values. Promptly responding to
customer feedback in a public manner and addressing concerns will generate positive reactions from
the target market.
25
APPENDIX
BRAND STANDARDS
LOGO
FONT
COLOR
MESSAGING
CONTENTS
INTRODUCTION
MESSAGING
LOGO USAGE
COLOR PALETTES
TYPOGRAPHY
TABLES
ICONOGRAPHY
NEW & SOCIAL MEDIA
INTRODUCTION
Founded in 1963, McClelland Consulting Engineers, Inc. has a rich history, along with an
experienced and dedicated staff. We offer a variety of civil engineering services including
geotechnical engineering, environmental engineering, airport engineering, landscape
architecture and professional land surveying.
We commit our time, our energy and professionalism to complete projects that enhance the
quality of life, improve infrastructure and offer positive economic impacts in each community
where we work. MCE is dedicated to serving our clients’ civil engineering needs in a timely,
competent and professional manner.
It is these qualities that make our brand competitive and unique. It is our duty to protect
and promote the brand in the best way possible. The following guide lays out our brand
standards and delivers specific recommendations on how to achieve consistency in any
materials you produce. We encourage you to follow the principles of these guidelines, which
help us differentiate MCE from our competitors and defines our corporate personality.
1
MESSAGING
OUR VISION
To be a regional civil engineering firm focused on employees and exceptional client service committed
to improving the environment and the community we serve.
OUR MISSION
The mission of McClelland Consulting Engineers, Inc., is to provide a quality design and personalized
customer service that meets or exceeds client expectations through employees who are committed
to integrity and excellence.
OUR VALUES
MCE has built an excellent reputation based on specific core values. These values are important to the
continued growth of MCE.
Integrity — “Always do the right thing.”

People — “Our employees and clients are our most valuable resource.”
Community — “We are dedicated to improving our community through charity and service.”
Teamwork — “We strive to build an environment of teamwork and cooperation to achieve success.”
Referring to the Company
DO | Always use the full company name the first time it is referenced: McClelland Consulting
Engineers, Inc. Do not follow the first reference of the company with (MCE). If an abbreviation
or acronym isn't clear on second reference, it should NOT be used.
DO | When referencing the company multiple times, it is appropriate to use the MCE acronym,
as long as you use the full name on first reference.
DON’T | Never refer to the company as MCE without first spelling out the entire name.
DON’T | Never refer to the company by partial names, such as: McClelland, McClelland Engineers,
McClelland Consulting, or any other combination. The full name and MCE abbreviation are
the only acceptable uses.
2
MESSAGING
It’s important to be consistent in the way we use language across all of our branding.
If a scenario isn’t listed below, please refer to the Associated Press Style Guide for rules on grammar
and punctuation. This is the standard style guide that MCE will use for all communication efforts. It is
the standard used by most other professional and government organizations.
When to use a hyphen

As a general rule: The fewer hyphens the better. Use a hyphen whenever your sentence’s meaning
would be ambiguous without it: “The mayor will speak to small-business women.” “Businesswomen”
usually is one word, but “The mayor will speak to small businesswomen” is not clear.
When working in InDesign, please make sure the "Hyphenate" box in the Paragraph section remains
unchecked.
Spacing
Only use one space after any and all punctuation.
New Paragraphs
For new paragraphs, simply do two returns before the new paragraph begins. Use no indentions.
Numbers
In general you should spell out numbers one through nine, according to AP Style. Consider the
following examples of AP Style numbers:
• The Chicago White Sox finished second.
• She had six months left of her pregnancy.
• The company laid 39 linear feet of pipeline.
You should use figures for numbers 10 or above and any time you are referring to ages. Also use
figures in all tabular matter, and in statistical and sequential forms.
Please note: If your sentence begins with a number, it is always spelled-out, ex: Fifty people
showed up to attend the event, hosted by McClelland Consulting Engineers, Inc.
Dimensions
Spell out measurements –– inches, feet, yards, gallons, ounces, pounds … etc.
• He is five feet six inches tall.
• The five-foot-six man is here (“inch” is understood)
• The five-foot man
• The basketball team signed a seven-footer.
3
MESSAGING
• The car is 17 feet long, six feet wide, and five feet high.
• The rug is nine feet by 12 feet.
• The nine-by-12 rug.
• A nine-inch snowfall.
Exception: a two-by-four. Spell out the noun, which refers to any length of building lumber two
inches thick by four inches wide.
Please note: Use an apostrophe to indicate feet and quote marks to indicate inches (5’6”) only in
very technical contexts. We sometimes use this when absolutely necessary to save space, or make text
fit where needed. This method is acceptable, but try to spell out measurements when possible.
Monetary Units
• five cents
• $5 bill
• eight euros
• four pounds
For amounts of more than $1 million, use the $ and numerals up to two decimal places. Do not link
the numerals and the word by a hyphen: It is worth $4.35 million. It is wroth exactly $4,351,242. He
proposed a $300 billion budget.
Percent
Always one word. The % symbol is never used in standard writing. It takes a singular verb when
standing alone or when a singular word follows an "of" construction: The teacher said 60 percent was
a failing grade. He said 50 percent of the membership was there.
It takes a plural verb when a plural word follows an "of" construction: He said 50 percent of the
members were there.
Use figures: one percent, 2.5 percent (use decimals, not fractions), 10 percent.
For amounts less than one percent, precede the decimal with a zero: The cost of living
rose 0.6 percent.
Repeat percent with each individual figure: He said 10 percent to 30 percent of the
electorate may not vote.
4
MESSAGING
Titles
In general, confine capitalization to formal titles used directly before an individual’s name. It is never
formal/capitalized when it follows a name.
The basic guidelines:

• LOWERCASE: Lowercase and spell out titles when they are not used with an individual’s name: The
president issued a statement. The pope gave his blessing. Lowercase and spell out titles in constructions
that set them off from a name by commas: The vice president, Nelson Rockefeller, declined to run
again. Paul IV, the current pope, does not plan to retire.
• FORMAL TITLES: Capitalize formal titles when they are used immediately before one or more names:
Pope Paul, President Washington, Vice Presidents John Jones and William Smith.
A formal title generally is one that denotes a scope of authority, professional activity or academic
activity: President George W. Bush, Sen. Dianne Feinstein, Dr. Marcus Welby, Pvt. Gomer Pyle. Other
titles serve primarily as occupational descriptions: astronaut John Glenn, movie star John Wayne,
peanut farmer Jimmy Carter.
A final determination on whether a title is formal or occupational depends on the practice of the
governmental or private organization that confers it. If there is doubt about the status of a title and
the practice of the organization cannot be determined, use a construction that sets the name or the
title off with commas.
• ABBREVIATED TITLES: The following formal titles are capitalized and abbreviated as shown when
used before a name outside quotations: Dr., Gov., Lt. Gov., Rep., Sen. and certain military ranks. All
other formal titles are spelled out in all uses.
• PAST AND FUTURE TITLES: A formal title that an individual formerly held, is about to hold or holds
temporarily is capitalized if used before the person’s name. But do not capitalize the qualifying word:
former President Ford, deposed King Constantine, Attorney General-designate Griffin B. Bell, acting
Mayor Peter Barry.
• LONG TITLES: Separate a long title from a name by a construction that requires a comma: Charles
Robinson, the undersecretary for economic affairs, spoke. Or: The undersecretary for economic affairs,
Charles Robinson, spoke.
• UNIQUE TITLES: If a title applies only to one person in an organization, insert the word “the” in a
construction that uses commas: John Jones, the deputy vice president, spoke.
• ADDITIONAL GUIDANCE: Many commonly used titles and occupational descriptions are listed
separately in the AP Stylebook, together with guidelines on whether and/or when they are capitalized.
In these entries, the phrases before a name or immediately before a name are used to specify that
capitalization applies only when a title is not set off from a name by commas. If any further assistance
is needed in this area, please refer to the AP Styleguide, or ask a marketing coordinator.
5
MESSAGING
An example typically used by MCE:
The engineering team that has been formulated to best serve the needs of your intermodal project
will be led by MCE Vice President, Kevin Beaumont, C. Eng./MICE.
The engineering team that has been formulated to best serve the needs of your intermodal project
will be led by Kevin Beaumont, C. Eng./MICE and vice president of our Fayetteville office.
According to the Environmental Protection Agency’s Communications

Stylebook: Writing Guide the following communications styles and guidelines
should be followed when discussing the following:
Groundwater
Groundwater is preferred over ground water as both adjective and noun; avoid the hyphenated
“ground-water.”
Stormwater
One word, not hyphenated
Water body
Two words, not hyphenated
Web
Web page is always two words, per AP Style, though webcam, webcast, website and webmaster are
all one word.
Affect/Effect
Affect is normally a verb. Effect is normally a noun.
Time frame
A period of time, especially a specified period in which something occurs or is planned to take place.
Two separate words.
Force main
A principal conduit through which water is pumped as distinguished from one through which it flows
by gravity. Two separate words
6
MESSAGING
Waste
The term waste is inherently plural. Do not add an “s” unless you mean - and must specifically call
attention to - different types of them. For example: “hospital waste comprises various dangerous
items,” but, “solid and liquid wastes must be treated differently.”
Wastewater
The AP Styleguide and EPA Style Guides do not address the usage of the word wastewater, so for the
purposes of the manual, we are going to use the ADEQ standard of one word, no hyphen.
Water line/Sewer line

Both should always be used as two separate words.
Floodplain
According to FEMA, ANRC and Arkansas Floodplain Management Association it is floodplain, one
word, no hyphen.
On-site
According to the Merriam-Webster and Oxford dictionaries, and The Chicago Manual of Style, the
correct spelling — no matter how you use it in a sentence — is on-site.
Right-of-way
According to the Merriam-Webster Dictionary right-of-way is always hyphenated. An acceptable
abbreviation is ROW, though it should only be used when absolutely necessary to save space.
AHTD/ARDOT
The Arkansas Highway and Transportation Department, formerly AHTD, has rebranded and changed
its name to the Arkansas Department of Transportation which is correctly abbreviated as, ARDOT.
ArDOT is incorrect.
PDF
When using the term PDF if should always be used in all caps, never the lowercase pdf.
MGD
This is an acceptable abbreviation for million gallons per day, in all instances.
Inches
Quotation marks are an acceptable abbreviation for inches ("). Whichever you use though, be consistent
throughout. Do not switch back and forth.
7
MESSAGING
University of Arkansas
The official name of the institution is "University of Arkansas." When a geographic designation is
needed, it may be referred to as the "University of Arkansas, Fayetteville." The Fayetteville identifier
should be used sparingly, usually only to remove any ambiguity when the University of Arkansas
name and the names of other campuses in the University of Arkansas System are used in the same
document. Do not use "The" as part of the name of the institution. On second reference, use of "the
university" or the "U of A" is preferred over "UA." The abbreviation "UAF" should not be used. This
information came from the University Relations Styleguide and Logo usage. For any other questions
regarding U of A standards, we have a copy of the U of A branding standards manual.
Ellipses
Replace the omission of one or more words that are obviously understood but that must be supplied
to make a construction grammatically complete. Ellipses should always look like this ... With three
dots and spaces on each side.
Prefixes: pre, bio, co, sub, multi, etc.

Generally, the rules for prefixes apply. The general rule for prefixes dictates that a hyphen is used
if a prefix ends in a vowel and the word that follows begins with the same vowel: pre-election, pre-
eminent, pre-empt, pre-establish, pre-exist. Otherwise, follow Webster's Dictionary rules. Examples:
we often use the following: precast, preconstruction, subconsultant, bioretention. None of these are
hyphenated. For the prefix multi, the rules in prefixes also apply, but in general, no hyphen unless
followed by a vowel. Some examples: multicolored, multilateral, multimillion, multimillionaire.
Multifaceted and multidisciplinary (which we use often) would both fit into this rule.
Slashes (/)
Should be used with no spaces on either side.
This is the appropriate usage: water/wastewater NOT water / wastewater.
Pipeline
According to the Merriam-Webster Dictionary and the AP Styleguide, pipeline is always used as one
word.
8
LOGO USAGE
Remember to keep white space around the logo at all times. The logo should never seem crowded as it
reduces its visual impact. Our primary logo should be used whenever possible on a white background.
Below are other versions for use in black and white printing and promotional items. The following
usages of the MCE logo are allowed:
9
LOGO USAGE
Our logo is the most essential item to our brand and one of our most valuable assets.
We must ensure proper usage of it.
The following examples of usage of the MCE logo are unacceptable:
DO NOT SKEW THE LOGO
DO NOT MAKE THE LOGO

SO SMALL IT IS ILLEGIBLE
DO NOT CHANGE THE

COLOR OF THE LOGO
MCE
McClelland
DO NOT ATTEMPT TO
Consulting RECREATE THE LOGO
Engineers, Inc.
DO NOT PUT A BOUNDING

BOX AROUND THE LOGO
DO NOT ADD ANY EFFECTS

(SUCH AS A DROP SHADOW)
TO THE LOGO
DO NOT ROTATE THE LOGO
In the spirit of ensuring proper using of our logo, we must be mindful to always also protect our brand
by being conscientious of what kinds and types of activities we are participating in both on and off the
clock, while wearing, displaying or otherwise promoting the MCE brand/logo.
10
COLOR PALETTE
Color & Branding
Brands and color are inextricably linked because color offers an instantaneous method for conveying
meaning and message without words. Our minds are programmed to respond to color. For example,
we stop our cars for red lights and go on green.
Color is the visual component people remember most about a brand, followed closely by shapes/
symbols then numbers and finally words. Research has reinforced that 60 percent of the time people
will decide if they are attracted or not to a message — based on color alone! Color increases brand
recognition by up to 80 percent.
In addition to the responses that colors themselves evoke, we should also make note of the responses
that color combinations create. Our color palette was chosen to create a harmonious balance
throughout our branding. By predominantly using shades of blue, we can highlight specific information
by utilizing the secondary colors. Greens and yellows can then command attention and pull the eye
to a certain location on the page. Lighter blues can be used to highlight tables and charts without
exhausting the eye.
These colors in combination with our logo and typography join together to create our brand message.
We want to be seen as trustworthy, dependable and optimistic. The colors we have chosen covey
these emotions.
11
COLOR PALETTE
Our corporate colors should be used to accent our logo and give life to our
marketing materials.
Primary Colors
ROYAL BLUE OCEAN GOLDENROD

PMS 301C PMS 3005C PMS 1355C
C100 M68 Y0 K14 C86 M45 Y0 K0 C0 M19 Y71 K11
R0 G81 B149 R0 G120 B202 R255 G199 B117
#005198 #007BC1 #E5BA5b
Secondary Colors
GREEN SKY NAVY CHARCOAL

PMS 3415C PMS 2905C PMS 7463C PMS 446C
C8100M0 Y68 K47 C438M7 Y0 K0 C100 M52 Y0 K360 C0 M0 Y0 K95
R0 G122 B80 R141 G201 B232 R0 G48 B80 R62 G69 B69
#006950 #97CCEF #003462 #282829
Color Distribution
12
TYPOGRAPHY
Font usage is an important part of conveying our message. We have chosen two
serif and four sans serif fonts as acceptable fonts for use in all MCE communications.
They are:
Ingra Font Family — Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
(SOQ & Brand Standards Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Open Sans Font Family — SemiBold Italic
(Website Font)
Ingra Font Family — Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
(SOQ & Brand Standards Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Open Sans Font Family — Bold (Website Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Ingra Font Family — Medium
(SOQ & Brand Standards Font) Open Sans Font Family — Bold Italic (Website
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Ingra Font Family — Semibold
(SOQ & Brand Standards Font) Open Sans Font Family — ExtraBold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj (Website Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Ingra Font Family — Bold
(SOQ & Brand Standards Font) Open Sans Font Family — ExtraBold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj (Website Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Open Sans Font Family — Light
(Website Font) Gotham Font Family — Thin
Aa Bb Cc Dd Ee Ff Gg Hh Ii (Advertising Font)
Aa Bb Cc Dd Ee Ff Gg Hh
Open Sans Font Family — Light Italic
(Website Font) Gotham Font Family — Thin Italic (Advertising
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Open Sans Font Family — Regular Gotham Font Family — Extra Light (Advertising
(Website Font) Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Open Sans Font Family — Italic
(Website Font) Gotham Font Family — Extra Light Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj (Advertising Font)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Open Sans Font Family — Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
SemiBold (Website Font)
13
TYPOGRAPHY
Gotham Font Family — Light (Advertising Font)
(Advertising Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii
Gotham Font Family — Bold Italic
Gotham Font Family — Light Italic (Advertising (Advertising Font)
Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Gotham Font Family — Black
Gotham Font Family — Book (Advertising Font)
(Advertising Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii
Gotham Font Family — Black Italic
Gotham Font Family — Book Italic (Advertising (Advertising Font)
Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Gotham Font Family — Ultra
Gotham Font Family — (Advertising Font)
Medium (Advertising Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii
Gotham Font Family — Ultra Italic
Gotham Font Family — Medium Italic (Advertising Font)
(Advertising Font) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Gotham Font Family — Bold
14
TABLES
Tables
When displaying information in a table, please use the format below:
PROFESSIONAL ENGINEERS 6 1 11 6 24
Fayetteville
Little Rock
Fort Smith
TOTAL
Tulsa
MCE EMPLOYEES
Project Manager / Engineer / Designer 13 2 19 11 45

Geotech Engineer 1 0 0 0 1
Environmental Scientist 0 0 1 0 1
Geologist 1 0 1 0 2
Landscape Architect 5 0 1 0 6
Professional Land Surveyor 3 0 1 0 4
Survey Crew 2 0 3 0 6
Survey Tech 2 0 0 0 2
Assistant Driller 2 0 0 0 2
Water Lab Manager 0 0 1 0 1
Lab Tech 9 0 2 0 11
Draftsmen 3 0 6 3 11
Construction Observer 5 0 6 0 11
Administration 5 0 9 1 15
TOTALS 51 2 50 15 118
15
ICONOGRAPHY
We use icons as a representation of the different departments and focuses of
our business. These serve as a visual short-hand.
1. 2. 3. 4. 5.
6 7. 8. 9. 10.
1. Roadway Design & Signalization 6. Airports & Aviation

Vehicular & Pedestrian Bridges
2. Geotechnical Engineering 7. LEED Accredited Professionals
3. Topographic & Boundary Surveys 8. Water Supply, Treatment & Distribution

Wastewater Treatment & Collection
Drainage & Stormwater Management
4. Parks & Recreation 9. Construction Materials Testing

Land Development Environmental Laboratory Testing
Site Design
5. Landscape Architecture 10. Civil/Site Design
16
NEW & SOCIAL MEDIA
As opposed to traditional media, which encompasses newspapers, magazines,
radio and television, new media harnesses the power of various forms of electronic
communication – most importantly, the internet. blogs, podcasts, online video, and
social networks are among the most popular forms of new media.
New media is interactive because it gives users the chance to add or manipulate
content, provide feedback, and engage with others as part of a social network. New
media has revolutionized the way many people think about and access information
and news. Today, people can access information at any time, using a variety of
devices. Those who wish to disseminate information have a vast array of options for
the creation, publication, and distribution of content – often for minimal cost. The
result is a media landscape dense with content from sources that range from trusted
experts to outright liars and scammers. Our challenge is to cut through all the other
messages and create a relationship with our target audience.
Utilizing Social Media to Connect With Our Audience

The Marketing Department will need the help of our other departments to generate content to post
on various social media channels. By continuously engaging with our followers, we are utilizing
earned (free) media to remind people of our brand. As with any sort of public engagement, it's
important to remember the tone and personality that we as a company are trying to convey.
Potential Post Topics: For Example:
• City Meetings
• New Projects
• Groundbreakings
• Construction
• Completed Projects
• Grand Openings
• Public Service
• Event Sponsorships
• Office Functions
• Group/Organization Events
• Employee Recognitions
• Published Articles
• Community Involvement
• Publication Features
• Major Funding/Grant Announcements
17
SOQ BEST PRACTICES
Newly created templates should be used for SOQs.
Example Cover Template:
October 2017 STATEMENT OF

QUALIFICATIONS
FOR ENGINEERING
SERVICES
1810 N COLLEGE AVE | FAYETTEVILLE, AR 72703

www.mce.us.com | 479.443.2377
18
SOQ BEST PRACTICES
Example Table of Contents Template:
CONTENTS
COMPANY OVERVIEW
PROFESSIONAL SERVICES
SPECIALIZED EXPERIENCE &
TECHNICAL COMPETENCE
PROXIMITY & FAMILIARITY
KEY PERSONNEL
19
SOQ BEST PRACTICES
Example Company Overview Template:
Company Overview
McClelland Consulting Engineers, Oklahoma, Louisiana, and Missouri.

Inc. is a multidisciplined engineering
firm specializing in civil engineering, Our Fayetteville office offers convenient
environmental engineering, geotechnical proximity to projects located in Northwest
engineering, environmental laboratory Arkansas, Oklahoma and Missouri, and
analysis, construction management, and our Little Rock office provides direct and
surveying. Established in Fayetteville, AR.,
expeditious access to state funding and
in 1963, MCE has grown to become one of regulatory agencies, many of which are
the largest consulting firms in Arkansas. based in Little Rock. Both Arkansas office
locations are ideal for coordination and
MCE operates out of three offices: Little can provide quick response to unforeseen
Rock and Fayetteville, Arkansas and circumstances.
Tulsa, Oklahoma. We employ a staff of
approximately 110 qualified individuals
and are licensed to operate in Arkansas,
20
SOQ BEST PRACTICES
Multidisciplined Service Offerings
Roadway Design &

Signalization Landscape Architecture Topographic & Boundary
Surveys
Vehicular & Pedestrian Bridges
Water Supply, Treatment &

Airports & Aviation Distribution Construction Materials
Wastewater Collection & Testing
Treatment Environmental Laboratory
Drainage & Stormwater Testing
Management
Geotechnical Engineering Parks & Recreation LEED Accredited

Land Development Professionals
21
SOQ BEST PRACTICES
Company Personnel Workload & Performance

MCE employs a staff of We strive to professionally represent our clients while providing
professionals including graduate high quality designs using the latest technology. We strive to meet
design engineers, professional project schedules through cooperation with the Owner and by
engineers, registered surveyors, taking into account the effect of weather. Construction schedules
a graduate construction are formulated to accommodate these and other contingencies.
engineer, landscape architects, We are very proud to report that projects undertaken by MCE have
construction inspectors, been successfully completed to high standards, on time and within
CADD technicians, laboratory budget.
technicians, administrative and Financial Stability
clerical personnel.
Financial stability is essential to the operation of a successful
Multiple Services company. As MCE continues to operate under a third generation
MCE offers an unusual of ownership, the financial status of the firm remains strong.
combination of in-house Historically we have been able to consistently meet a biweekly
engineering-related services. payroll while maintaining prompt payments to vendors and
Many projects require a subcontractors. No liens for payment are being held against this
temporary organization of company. The following are indices of our financial stability:
individual companies, each
having its own specialty. A typical • In addition to our consistent ability to meet a biweekly payroll, a
project design team might profit sharing program has been established for our employees. A
consist of a separate surveying corporate contribution has been made to this program every year
firm, geotechnical engineer, civil since initiating the plan in 1979.
engineering firm, construction
manager/inspector and • An important indication of our financial stability lies in the diverse
construction materials testing number of services we offer. In other words, our eggs are not all in
laboratory. MCE distinguishes one basket. By offering services in a variety of disciplines, we are
itself by offering all of these protected against temporary market swings.
services in-house. This provides a
start-to-finish continuity. • In addition to the standard services such as engineering, drafting,
and surveying, MCE offers geotechnical drilling and investigative
services, water and wastewater chemistry laboratory services, and
▷▷ ▷
a variety of environmental services.
• Our financial position is somewhat protected from catastrophic

failure by the various types and coverages of insurance policies. A
certificate of insurance for a specific project can be issued upon
request.
The McClelland firm has a proud

Regions Bank Simmons 1st National Bank
record of loan repayment in the
400 W. Capitol Ave. Capitol and Broadway
financing of capital improvement
Little Rock, AR 72201 Little Rock, AR 72201
purchases. We offer the following
David Stogsdill 501.371.7164 John Monroe 501.377.7611
institutions as references:
22
SOQ BEST PRACTICES
By the Numbers
Company Name: McClelland Consulting Engineers, Inc.
Also Known As: MCE
Founded: March 1963 in Fayetteville, Arkansas
Ownership: Professional Corporation - 3rd Generation Ownership
▷▷ ▷ CEO: Byron Hicks, PE

Other Partners: Mitch Rose
Dan Beranek, PE
Daniel Barnes, PE
Kevin Beaumont, C Eng MICE
Adam Triche, PE
PROFESSIONAL ENGINEERS 6 12 4 1 23
Matthew Vinyard, PE
Fayetteville
Little Rock
Ft. Smith
TOTAL
Tulsa
MCE EMPLOYEES
Specialty Disciplines
• Civil Engineering
Project Manager / Engineer / Designer 13 16 7 2 37 • Environmental Engineering
Geotech Engineer 1 0 0 0 1 • Geotechnical Engineering
Environmental Scientist 0 1 0 0 1 • Structural Engineering
Geologist 0 1 0 0 1 • Landscape Architecture
Landscape Architect 5 2 0 0 7 • Mapping
Professional Land Surveyor 3 1 0 0 4 • Computer-Aided Drafting
Survey Crew 2 3 0 0 6 • Boundary Surveys
Survey Tech 1 0 0 0 2 • Topographic Surveys
Assistant Driller 2 0 0 0 3 • Construction Staking
Water Lab Manager 0 1 0 0 1 • Geotechnical Exploration
Lab Tech 9 3 0 0 8 • Geotechnical Reporting
Draftsmen 2 6 4 0 13 • Construction Observation
Construction Observer 5 6 0 0 12
• Construction Administration
Administration 5 10 0 0 16
• Construction Materials Testing
TOTALS 48 50 11 2 111
Little Rock Office Fayetteville Office Tulsa Office Fort Smith Office
7302 Kanis Road 1810 N. College Ave. 4606 S. Garnett Rd., 2120 Waldron Rd.,
Little Rock, AR 72204 Fayetteville, AR 72703 Suite 401 Building A, Suite 5
501.371.0272 479.443.2377 Tulsa, OK 74146 Fort Smith, AR 72903
P.O. Box 34087 P.O. Box 1229 918.619.6803 479.434.5333
Little Rock, AR 72203 Fayetteville, AR 72702
23
SOQ BEST PRACTICES
Example Staff Capacity & Qualifications Template:
Staff Capacity & Qualifications
For more than 50 years, MCE has been assisting businesses, universities,
municipalities, state agencies, and other entities with infrastructure additions
and improvements. Our professional staff are recognized as regional experts in
their fields and MCE projects are frequently recognized as award-winning and Best
Practices.
MCE has prepared plans and specifications for numerous improvement projects in
communities throughout our region.
The following are some of the services we have provided:

• Wastewater Collection, Conveyance, Treatment and Sludge Disposal Systems
• Water Treatment, Transmission, Distribution and Storage Facilities
• In-house Geotechnical and Water Laboratories
• Parks, Pedestrian and Bicycle Trails, Recreation and Athletic Facilities
• Streetscapes and Master Infrastructure Planning
• Transportation and Traffic Calming Alternatives
• Roadway Systems, Bridges and Parking Facilities
• Drainage Studies and Recommendations
• Airport Facility Pavements and Navaids
• Site Development Surveying, Utility Distribution, Grading and Drainage
• Industrial Park Access Roads and Rail Spurs
• Environmental Assessment
24
SOQ BEST PRACTICES
Landscape CADD (Computer Aided Drafting & Design)

MCE utilizes the latest computer technology to provide an integral
Architecture Team link among our clients, engineers and surveyors. Drawings, maps
This team specializes in
and plats in formats from black-and-white to multicolored three-
developing comprehensive
dimensional files are developed through a CAD-based computer
site plans, focused on design
network. We operate 31 computer stations with the latest
within the environment of the
AutoCAD software.
site. In addition to graduate
landscape architects, this
team also includes LEED
Accredited Professionals
Surveying and Mapping
Behind every successful project design team is an experienced
who have completed various
professional survey crew. MCE takes pride in deployment of its
LEED certified projects across
survey teams because we know the field data is obtained with
Arkansas. Some MCE notable
a very high degree of accuracy. Our professional survey crews
projects are listed below.
use the latest electronic data collection equipment and provide
many types of surveys for clients and our staff of Professional
• Arkansas Children’s
Engineers. All surveys are performed under the supervision of
Hospital-Northwest
Registered Professional Land Surveyors. Electronically gathered
• Fayetteville High School
data is used to prepare computer generated maps, plans, and
• U of A Nanoscale Science
survey plats, which exceed the standards set by the Land Survey
& Engineering Building
Division of the Arkansas Geological Commission.
• Hillary Rodham Clinton
Children’s Library &
Some of the types of surveys we provide are:
Learning Center
• Topographic • Construction Control & Staking
• Sylvan Hills Middle School
• Property Boundary • Geodetic
• Bio-Based Campus
• Easement • GIS
• Porchscapes, a Habitat
• Hydrographic • GPS
for Humanity project
• As-Built
• Heifer International
• William Jefferson Clinton
Presidential Library
• NorthStar Office Complex Construction Phase Services
• Arvest Bank - Joyce Street MCE has full-time field personnel who provide construction
• MacArthur Park observation throughout the state. These employees are
supervised by a graduate construction engineer and/ or PM and
MCE is a proud member of the are capable of handling field layout and observation functions,
U.S. Green Building Council. as well as any changes made during construction. Field observers
are guided by project engineers who review shop drawings and
complete progress reports and final pay estimates.
Experienced observers are a strong part of our quality assurance

program. Monitoring activities provides an up-to-date progress
report on construction phases and subsequent project
performance.
25
SOQ BEST PRACTICES
Frequently, MCE is asked to provide services for

other professionals, including:
• Architects
• Aerial Photogrammetrists
• Attorneys
• Campus Planners
• Structural Engineers
• Civil Engineers
• Landscape Design
• Lending Institutions
• Private Investigators
• Title Insurance Companies
MCE operates under a third generation of ownership, and the financial status of the firm
remains strong. Historically, we have consistently met a biweekly payroll while maintaining
prompt payments to vendors and subcontractors. No liens for payment are held against our
company.
Staffing Capacity Performance

Our commitment to our clients is that our service
Part of a consulting engineer’s responsibility
be second to none in professionally representing
is to assemble the right team of staff
project owners while providing the highest quality
members for your project. Great care is taken
designs and drawings using the latest technology.
in evaluating potential projects and assigning
MCE policy requires our professional personnel to
appropriate staff. You will find that each
make return calls to clients within 24 hours.
member is well qualified and has experience
relevant to your project. All MCE personnel
are assigned carefully scheduled projects, Quality Controls & Assurances
allowing your project to get the attention it A quality design only looks good on paper unless
needs. When approaching new projects, we it is constructed with the same quality assurances.
first identify any areas of scheduling that There are some instances where a contractor will
would hinder the flow of the production attempt to cut his costs by way of short-cuts and
schedule. State and federal agency reviews, other low quality practices. MCE has established
especially those of ADEQ and Corps of a stringent quality control and quality assurance
Engineers, sometimes require a lengthy and (QC/QA) program to ensure your project is
detailed permitting process. Their guidelines constructed with the same quality that was used
require our engineers to be mindful of any and in its design. We offer several in-house advantages
all projected “show stopper” development that complement this QC/QA program, including:
restrictions that would alter or prohibit a • Staff experts who deal with soil and
project. Being aware, ahead of time, of all groundwater conditions, which are key
possible setbacks ensures a smooth project. factors when considering pavement design
construction.
• An experienced in-house construction

materials testing and special inspections
laboratory which administers tests required
for a good quality control campaign.
• Four Registered Professional Land Surveyors

experienced in using the latest in electronic
data collection to provide construction
control.
26
SOQ BEST PRACTICES
Applications for State and Federal Compliance

MCE has completed many projects funded by state and federal
Funding agencies that require compliance with the Davis-Bacon Labor Law.
McClelland staff understand
the importance that funding Contractors must include affirmative action documents with their
assistance plays in fostering bids when submitting to work on projects funded by government
community and economic growth. agencies such as AEDC, USDA-Rural Development or HUD. Our
Our experience navigating the bid instructions also require contractors to submit construction
funding application process progress schedules when they receive Notice to Proceed, begin and
is unmatched, and we are end a significant milestone and upon completion of construction.
committed to helping you obtain We adhere to the Uniform Acquisition Act, should fee-title land
funding necessary to further your or easements be required as part of the project. Throughout a
projects. project, our engineers organize and conduct meetings with the
Owner, appropriate agencies involved and the Contractor in an
MCE staff routinely communicate
and interact with various State
effort to keep everyone informed.
and Federal agency personnel and
attend workshops to stay familiar
with programs available to aid
Deductive Alternate Bid Items
our clients. MCE has a reputation Considering that the actual cost of construction is not directly
of being an organization that controlled by the Engineer, we sometimes open bids in amounts
assists its clients with securing that are greater than our clients have budgeted. In an effort
funding and we provide these to keep adjustments as convenient as possible and to keep our
services on a regular basis. We projects on schedule without delays required for re-bidding, we
are ready, able and willing to often formulate our bid proposal forms with deductive alternate
complete any required forms, bid items. This practice has successfully controlled costs and
applications and engineering completion times.
reports to assist our clients in
obtaining funding. Below are
some of the funding agencies we Competitive Sealed-Bid Procurement
have worked with: All project manuals published by MCE include complete bid
submittal instructions in accordance with appropriate agency
• Arkansas Natural Resources
Commission guidelines and all state and federal laws. We have worked with
• USDA Rural Development many of the contractors in Arkansas and are able to analyze their
• Arkansas Department of bids accurately. MCE project managers conduct preconstruction
Environmental Quality conferences between Owners and Contractors on all projects to
• Arkansas Aeronautics
cover critical information and assist in answering questions.
Commission
• Federal Aviation
Administration Additional meetings are held on a regular basis during construction
• Arkansas Department of to facilitate Owner and Contractor communication. We have
Transportation developed a system to track projects under construction while
• Arkansas Department of Parks
maintaining budgets and time constraints.
& Tourism
• Arkansas Department of
Economic Development
• Economic Development
Administration
• Department of Transportation
— TIGER Discretionary Grant
27
SOQ BEST PRACTICES
Construction Materials Testing & Laboratory Testing Services

Analysis Geotechnical Testing
• Bearing Ratio of Soil
To provide analysis for construction materials, we use our own in- • Consolidation Tests
house laboratory. This facility is equipped with current technology • Lime Stabilization Limits
and provides a quick turnaround on test results. Our construction • Moisture Content
materials testing lab complies with the American Standards • Particle Size Analysis
for Testing Materials (ASTM) requirements. This is an important • Potential Volume Change
• Shrinkage Limits
advantage over most of our competitors- the ability to provide in- • Unconfined Compressive
house geotechnical exploration and analysis of subsurface materials. Strength
This in-house capability normally reduces the time required for • Unit Dry Weight
preliminary design while also minimizing misunderstandings of • Field Torvane Testing
the conclusions/recommendations provided by out-of-house • Hand Penetrometer Testing
consultants.
Construction Materials
Testing & Special Inspections
Subsurface Exploration & Geotechnical • Bolted Connection Inspec-
Investigation •
tion
Concrete Slump Testing
For geotechnical investigations, MCE primarily uses a CME-45B • Concrete Air Content
Auger-Core Drill mounted on a Ford F-550 Super Duty diesel truck, • Concrete Cylinders
which was added to MCE’s geotechnical fleet in 2013. The rig has • Marshall Quality Assurance
approximately 4,000 foot -pounds of rotary torque, an automatic Testing
140-pound hammer for split-spoon sampling, and a water pump • Core Testing for Thickness
and Density
assembly for coring rock samples. This set-up provides MCE with • Nuclear Density Testing
more mobility in restricted areas than larger drill units. Services
• Drilled pier inspections
• Masonry grout & mortar
• Placement of rebar
• Fireproofing
• Structural steel & welding
• Driven pile inspections
• Proctor curves
• Aggregate gradations
Certifications
CTTP, ARML & CCRL
• Aggregates, soils, concrete
and Marshall Asphalt
Quality Control Testing in
accordance with ARDOT
Requirements for Materials
Testing
• Aggregate and Marshall
Asphalt Quality Control
Testing in accordance with
FAA Requirements for
Materials Testing
• Soil, Aggregate, Asphalt,
and Concrete for the FAA,
ARDOT, development
projects, municipal projects,
the Corps of Engineers, etc.
28
SOQ
SOQ BEST
BEST PRACTICES
PRACTICES
Example Key Personnel Template:
Key Personnel
Part of a consulting engineer’s responsibility electrical and/or environmental, MCE has

is to use the right teams of staff members for established relationships with numerous local,
your project. Great care is taken in evaluating highly-qualified sub consultants in our 50-plus
potential projects and assigning appropriate years in business. We will recommend each sub
staff. You will find that each member is well consultant based on the projects specifications
qualified and has experience relevant to and scope of work. It is imperative that we
your project. All MCE personnel are assigned team with the most qualified subconsultants
carefully scheduled projects, allowing your tailored to the specific project and the needs
project to get the attention it needs. of our client.
MCE offers an unusual combination of in-house When approaching new projects, we first
engineering-related services. Many projects identify any areas of scheduling that would
require a temporary organization of individual hinder the flow of the production schedule.
companies, each having its own specialty. A State and federal agency reviews, especially
typical project design team might consist of a those of FAA, ADEQ and Corps of Engineers,
separate surveying firm, geotechnical engineer, sometimes require a lengthy and detailed
civil engineering firm, construction manager/ permitting process. These guidelines require our
inspector and construction materials testing engineers to be mindful of any and all projected
laboratory. MCE distinguishes itself by offering “show stoppers,” development restrictions that
all of these services in-house. would alter or prohibit a project. Being aware
ahead of time of all possible set backs ensures
Should your project require the expertise of a smoothly planned project.
an engineering discipline such as mechanical,
29
SOQ BEST PRACTICES
Example Resume Template:
Daniel Barnes, PE
President, Project Director
Qualification Summary
Mr. Barnes is the President of MCE-Fayetteville. In this position, he is responsible for the
overall management of a wide variety of the office’s ongoing public works projects. This
entails contracting, scheduling, budgeting and expediting the engineering, surveying and
laboratory project aspects of these assignments. In addition to his management duties,
Mr. Barnes has several years’ experience in hands-on planning, design and construction
administration. Among the projects with which Mr. Barnes has been involved are civil
engineering and site planning for airports, drainage, water and wastewater treatment,
recreational facilities and streetscapes. Mr. Barnes’s expertise includes project planning,
Education funding assistance and project design. While at MCE, Mr. Barnes has been a strong
B.S., Civil Engineering, contributor to funding and design of utility projects. He has worked routinely with
Louisiana Tech University, funding and regulatory agencies including ADEQ, ADH, ANRC, the U.S. Army Corps of
2002 Engineers and Rural Development.
Professional
Relevant Experience
Student-Athlete Success Center, University of Arkansas, Fayetteville
Registration/ Mr. Barnes worked with the University of Arkansas on the design of the Student-Athlete
Success Center, a 55,000 SG facility designated for student-athlete development. The SASC
Affiliations facility includes a 150-seat auditorium, tutoring rooms, open study area, computer lab and
Professional Engineer,
dining facility.
State of Arkansas #12708;
Professional Engineer,
State of Oklahoma Fowler Family Baseball and Track Training Center, University of Arkansas, Fayetteville
#24453; Mr. Barnes worked with the University of Arkansas on the design of a 52,000 SF facility
which includes a full-sized practice infield, a throwing area, and four batting cages.
Arkansas Society of
Additionally, there are four 60-meter sprint lanes, and a weight throw and discus area for
Professional Engineers;
track practice and competitions.
National Society of
Professional Engineers;
Arkansas Airport Dickson Street Utility Tunnel and Road Realignment, University of Arkansas, Fayetteville
Operators Association - Mr. Barnes was the project manager in charge of design and engineering services during
construction for the installation of an eight-foot by eight-foot utility tunnel. This 750 LF
Board of Directors, 2011
tunnel is being placed on the south side of Dickson Street from the heating plant to
- present; Arkansas State Evergreen Hill, and will provide utilities for future build-out. The scope of the project
Chamber of Commerce additionally included the realignment of Dickson Street from Harmon Avenue to Arkansas
- Leadership Arkansas Avenue, and associated sidewalks and landscaping. The completion date of the project was
Graduate - Class of 2014; August of 2009, with an estimated construction cost of $1.7 million.
Ronald McDonald House
Charities of Arkoma Other University of Arkansas-Fayetteville projects:
Board of Directors, 2014 • 612 Reagan/465 Gregg Street parking Lot • Oakland Lot 75 expansion
- present; Fayetteville • 946 Clinton topographic survey and site • Soccer field water and irrigation service
Chamber of Commerce civil line replacement
PAC Committee, • Garland Avenue pavement evaluation • Stadium Drive (south) street improvements
• Lot 71 retaining wall design • Upper service drive sidewalk conceptual
2014 - present; Ronald
• Lots 31, 35 and 38 scooter parking design/design
McDonald House • Oakland Lot 36B
Charities of Arkoma Care
Mobile Advisory Council
Chairman, 2011 - present
1810 N College Ave • P.O. Box 1229

Joined MCE Fayetteville, AR 72703/72702
6/2002 (479) 443-2377 • dbarnes@mce.us.com • www.mce.us.com
30
SOQ BEST PRACTICES
Example Professional Services Template:
Professional Services
For over 50 years, MCE has assisted businesses, The following are some of the services we
universities, municipalities, state agencies, and have provided:
Company Qualifications • Water Treatment, Transmission,

other entities with infrastructure additions
and improvements. Our professional staff are
recognized as regional experts in their fields Distribution and Storage Facilities
and MCE projects are frequently recognized as • Wastewater Collection, Conveyance,
award-winning and Best Practices. Treatment and Sludge Disposal Systems
• In-house Geotechnical and Water
MCE has prepared plans and specifications Laboratories
for numerous improvement projects in • Parks, Pedestrian and Bicycle Trails,
communities throughout our region. Recreation and Athletic Facilities
• Streetscapes and Master Infrastructure
Planning
• Transportation and Traffic Calming
Alternatives
• Roadway Systems, Bridges and Parking
Facilities
• Drainage Studies and Recommendations
• Airport Facility Pavements and Navaids
• Site Development Surveying, Utility
Distribution, Grading and Drainage
• Industrial Park Access Roads and Rail Spurs
• Environmental Assessment
31
SOQ BEST PRACTICES
Example Project Sheet Template:
WATER AND WASTEWATER EXPERIENCE
Water Treatment Plant and Plant Expansion

Dardanelle, Arkansas
Client: City of Dardanelle In 2001, MCE completed the design of a new 3 MGD lime-softening
water treatment plant. Construction of the project was completed
Scope of work: Design of a in 2003, and the construction cost was approximately $3,450,000.
The project also included new water transmission and distribution
3.0 MGD lime softening water
lines near the site.
treatment plant, survey,
geotechnical engineering, design In 2008 MCE again assisted the City of Dardanelle with their water
of an expansion, construction treatment plant by designing additions and expanding the plant
administration services from 3 MGD to 5 MGD. Additions included a new clarifier, new clear
well, new chemical building, new high service pumps, building
Reference Contact: expansion with two additional filters and new pipe gallery. The
expansion was completed Fall 2011 with an estimated construction
Bill Smith
cost of $3,580,000.
Water Superintendent
City of Dardanelle
PO Box 360
Dardanelle, AR 72834
479.229.3992
Aeration Tower
Clarifier
Pipe Gallery
32
SOQ BEST PRACTICES
SITE DESIGN EXPERIENCE
Arkansas Children’s Northwest

Springdale, Arkansas
Client: FKP Architects/Arkansas MCE performed civil engineering and related consulting services
Children’s Hospital for programming, planning, design, and construction contract
administration of a new 235,670 square foot children’s hospital
on a 37-acre site in Springdale, Arkansas. The new facility will offer
Scope of work: Site assessment, ambulatory and urgent care, ambulatory surgery, and lab services.
boundary survey, topographic The project also includes site planning to accommodate a helicopter
survey, geotechnical evaluation, landing pad and future hanger, 16,230 square foot central plant/utility
construction materials testing, building to support the new construction and planned expansion,
site design, utility engineering, and associated utility extensions/upgrades necessary to support the
utility distribution, permitting new facility.
The Springdale campus of Arkansas Children’s Hospital will be a

Reference Contact: state-of-the-art, multistory children’s hospital. The scope of work
Jason Landrum, AIA includes site design, utility engineering, utility distribution to and
Polk Stanley Wilcox Architects from the central energy plant, and permitting through local and
2222 Cottondale Lane #100 state agencies, while also working closely with the owners, national
Little Rock, AR 72202 and local architectural teams, and other engineering consultants. The
501.378.0878 $170 million facility opened fully in February of 2018.
33
SOQ BEST PRACTICES
STREET AND ROADWAY EXPERIENCE
Bellview Road
Rogers, Arkansas
Client: City of Rogers MCE provided full engineering design for the upgrade of the existing
two-lane street to a four-lane minor arterial. Additionally, MCE was
Scope of work: Engineering actively involved in the 18 month construction phase. The project
design, significant drainage improvements included 4,000 linear foot of street reconstruction as
improvements, geotechnical, well as widening of an existing 2-lane overpass to Interstate 49. A
major drainage crossing known as Blossom Way Creek was affected
topographical and ROW/property
and presented some challenges as well as opportunities for creative
acquisition survey design solutions.
Reference Contact: The project, being located within a karst area, was environmentally
Nathan Becknell, P.E. highly sensitive. Special consideration was given to minimizing
City Engineer the impact of construction in the creek as well as incorporating
City of Rogers environmentally-friendly features such as stormwater detention for
the initial street run-off following a rain event, bioswales and use of
301 West Chestnut
precast concrete components. Precast concrete components were
Rogers, AR 72756 not limited to the precast bridge spans, but also included a flexible
479.621.1186 concrete revetment to protect against bank erosion, as well as an
approximately 14-foot-tall Redi-Rock retaining wall system that is
both durable and aesthetically pleasing.
The four-span crossing of Blossom Way Creek at 67.5-foot wide and 185-foot length was constructed using 100
individual precast bridge sections each of 42.5 foot span that were cast locally within NWA. This approach, while
pushing the limits of local precast construction capabilities, enabled the entire bridge crossing to be constructed
within a four-month time frame. This was further facilitated by an associated four-month road closure in the area of
the bridge. The construction time frame was noticeably shorter than that associated with a cast-in-place structure
and enabled the street to be quickly reopened to all traffic while construction was ongoing in other areas.
Extensive coordination was required with the U.S. Corp of Engineers, U.S. Fish & Wildlife, the Arkansas Department of
Transportation and local property owners in order to ensure that the interests of all were adequately accounted for
within the design. During the design, detailed consideration was given to the impact and phasing of the construction,
so as to expedite the construction process and save costs.
All geotechnical, topographical and right-of-way/property acquisition surveys were undertaken in-house by MCE.
The actual cost of the street and overpass improvements was $11.6 million.
34
SOQ BEST PRACTICES
STREET AND ROADWAY EXPERIENCE
Laurel Avenue Improvements and Roundabout

Rogers, Arkansas
Client: City of Rogers MCE provided services to the City of Rogers for the design of street
improvements to Laurel Avenue between 26th Street and South
Scope of work: Engineering Dixieland Road. Improvements included the addition of curbs and
design, property acquisition gutters, street widening of more than 4,000 LF ranging in widths of
and appraisals, geotechnical 18-foot BOC to 40-foot BOC, sidewalk, trail lighting, storm drainage
and utility (water and sewer) relocation design.
investigation
MCE also designed a dual-lane roundabout to manage traffic at the
Reference Contact: intersection of Laurel Avenue and Dixieland Road, which is currently
Nathan Becknell, P.E. a four-way stop controlled intersection. An Intermediate Semitrailer
City Engineer, City of Rogers (WB-50) was the vehicle used to determine the turning path
301 West Chestnut requirements for this roundabout. AutoTURN and Torus (a state-of-
Rogers, AR 72756 the-art CAD software program) were used to simulated truck turning
movements to justify the design layout. The roundabout is designed
479.621.1186
with the following parameters: inscribed circle of 155’, 95’ center
island with an 11’ truck apron. A locally produced sculptural element
will be incorporated within the center island’s landscaping and overall
design.
MCE worked closely with Visionary Milestones, Inc. and Reed &
Associates on land/right-of-way appraisals and acquisitions for 24
properties affected by this project.
Conceptual Renderings of Roundabout at Dixieland Road & Laurel Avenue
35
SOQ BEST PRACTICES
Example Proximity & Familiarity Template:
Proximity & Familiarity
MCE Works for You In Your Area

• Provided a structural analysis at the Wilson Water Treatment Plant to determine weight
capacity of the chemical room floor
• Two-2.5 million gallon pre-cast post tension ground storage reservoirs
• The design of 18 inch diameter DIP water transmission lines
• A 39 inch diameter steel pipe which crosses over Rock Creek at Rodney Parham Road
in Little Rock, AR
• The Granite Mountain Reservoir, which can store 5 million gallons of water
• 36” water line relocation and extension
• Prepared a recent cost estimate to provide Saline County with a raw water supply from
Lake DeGray utilizing pump stations and a combination of 42 inch and 48 inch waterlines
• Countless water line relocations and extensions for other projects within the CAW area
36

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Integrated Marketing

It is imperative that all MCE communications be part of an integrated marketing

Competitive Services Analysis

Our services include:

• Airports & Aviation • Wastewater Collection & Treatment

11% — female, ages 25-34 11% — male, ages 25-34

Arkansas Competitors: Oklahoma Competitors:

And More Conferences Ribbon Cuttings

Featured Project Project Completion

Groundbreaking Project Completion

22% of the world’s total population uses Facebook.

100 million hours of video content are watched on Facebook daily.

Teamwork: We strive to build an environment of teamwork & cooperation to achieve success.

DO | Send in information on an upcoming groundbreaking, ribbon cutting, or other project-

Negative Comments, Feedback and Reviews

A few key characteristics to remember:

• Contribute — Share information that is of value.

• Be Interesting — Think of ways we can provide users with something new.

Analytics to Track: Klout score, Facebook insights, and LinkedIn insights.

Analytics to Track: Increased engagement via Google Analytics.

Objectives: Begin using our LinkedIn page as a social media/public relations/communications

Objectives: Continue to increase our overall Facebook interactions and reach.

Analytics to Track: Facebook Insights provides follower/fan demographic information; pages to

Keep Our Professional Page Professional!

General Social Media Tips

Explanation and Identification

Traditional/Paid Media Advertising

Why we advertise? To promote MCE as the premier source of civil

To whom are we speaking? Individuals who work in the cities/companies with

Creative mandatories? Logo, color scheme and fonts

Tone of Voice? Genuine, Informative, Educational

Integrity — “Always do the right thing.”

Referring to the Company

When to use a hyphen

The basic guidelines:

According to the Environmental Protection Agency’s Communications

Water line/Sewer line

Prefixes: pre, bio, co, sub, multi, etc.

DO NOT SKEW THE LOGO

DO NOT MAKE THE LOGO

DO NOT CHANGE THE

DO NOT PUT A BOUNDING

DO NOT ADD ANY EFFECTS

DO NOT ROTATE THE LOGO

ROYAL BLUE OCEAN GOLDENROD

GREEN SKY NAVY CHARCOAL

Gotham Font Family — Bold

Project Manager / Engineer / Designer 13 2 19 11 45

1. Roadway Design & Signalization 6. Airports & Aviation

2. Geotechnical Engineering 7. LEED Accredited Professionals

3. Topographic & Boundary Surveys 8. Water Supply, Treatment & Distribution

4. Parks & Recreation 9. Construction Materials Testing

Utilizing Social Media to Connect With Our Audience

Potential Post Topics: For Example:

October 2017 STATEMENT OF

1810 N COLLEGE AVE | FAYETTEVILLE, AR 72703

McClelland Consulting Engineers, Oklahoma, Louisiana, and Missouri.

Multidisciplined Service Offerings

Roadway Design &

Water Supply, Treatment &

Geotechnical Engineering Parks & Recreation LEED Accredited

Company Personnel Workload & Performance

• Our financial position is somewhat protected from catastrophic