CAPABILITIES SUMMARY

May 2015

Reputation. Resonance. Results.

• Vanguard Public Affairs is a full service strategic communications and media consulting firm

• With its headquarters in Lansing, Michigan, our team currently services a dozen clients in five states: Michigan, Kentucky, California, Florida, and Texas.

• Our team includes senior staff with 10 to 25 years experience who are actively involved in day-to-day activities and project execution with clients

Vanguard Public Affairs FocusAlthough we have broad expertise in many areas, our greatest strengths are contained in our five primary company focus areas:• Financial Services• Education• Aerospace and Defense• Health Care and Technology• Media Campaigns and Political Elections

SERVICES

Our Approach• Vanguard embraces a bi-partisan approach to its work that has

broad-based appeal to both sides of the aisle. • Unlike many firms, VPA's chief specialty is defining concrete goals

and executing integrated strategic plans in difficult environments.• Specialty areas include:

– Public Affairs and Media Buying– Campaign Strategic Management– Media Relations and Crisis Communications– Digital Media & Web Site Development– Strategic Communications– Coalition Building– Speechwriting– Public Relations & Marketing

Issue Management• K-12 and Higher Education• Financial Services• Public and Mental Health• Climate Change, Energy, & Environment• Corrections• Information Technology• Intergovernmental Relations• Defense and Aerospace• Non-Profits and Foundation Management• Transportation and Infrastructure• Politics and Government

Premiere Communications Planning

As the media industry continues to evolve, it is imperative that organizations identify and craft their message, conveying it to targeted audiences through a wide array of communication channels.

Vanguard is expert at identifying those avenues for our clients, and our communication plans contain many of the following:

• Investor Relations• Media Engagement• Digital Media• Coalition Development and Management• Reputation Management and Executive Positioning• Image Consultation• Message Development

Relationships and Networking

Vanguard continually monitors opportunities and issues for our clients, enabling them to strategically make decisions, understand the political arena, traverse current trends, and stay ahead of the competition.

• Strategic Intelligence• Foundation and Non-Profit Insight• Business Development• Financial Services Deal Flow• Political Landscape Perspective

Advocacy

The first element of a successful strategic communications program is that it revolves around relationships and issue advocacy best practices. Vanguard has developed robust networks in several specific areas, including:

• K-12 and Higher Education• Defense and Aerospace• Health Care• Energy and Climate• Financial Services• Federal and State Government• Information Technology• Procurement and Infrastructure• Transportation

EXPERTISE

Public Affairs

• With more than two decades of experience providing communications counsel to leaders in the public, philanthropic, and private sectors, Vanguard Public Affairs specializes in issue management, political advocacy, and image consultation.

• Our expertise in multiple arenas -- from financial communications to education, health care, environment, aerospace and defense, and others, helps to ensure our clients receive premiere service.

Brand Marketing

• Developing a good relationship with target audiences is essential for brand management. From look, price, packaging, and positioning, Vanguard Public Affairs understands that managing your reputation is of chief importance.

• Building your brand takes time and energy, and we have the patience and intelligence to breathe life into your organization.

Public Policy

• To develop an effective message, you need a broad understanding of policy making at all levels of government.

• Vanguard Public Affairs takes pride in its network of national subject matter experts and lawmakers -- creating advocacy campaigns that speak the language of public sector decision-makers.

• We hail from public sector backgrounds and know first-hand what drives buyers and influencers in this unique environment.

Strategic Communications

• Vanguard Public Affairs has a specific strength in creating action plans that lead to desired outcome.

• We provide our clients with both strategic PR counsel and tactical implementation, using traditional media, investor relations, and digital media to get results.

• Bottom line – our strategies don’t just rehash old issues – they compel new actions.

Vanguard Principal Staff TJ Bucholz, President and CEO

TJ Bucholz has more than 18 years of experience providing policy and communications counsel to leaders in the private, public, and philanthropic sectors. He specializes in strategic communications, message development, political advocacy, crisis communication, image consultation, and media relations. He spent nearly a decade working in the executive branch of government in Michigan for two Governors.

From 2011 to 2014, TJ worked as the senior director of public affairs for Lambert, Edwards & Associates, the Midwest’s largest investor relations and public relations firm. Heading the company’s Lansing office, he led nearly $1 million worth of billable work for a wide array of clients in the education, financial services, energy, and health care sectors. From 2008 to 2009, TJ served as a senior program officer for United States Program Advocacy for the Bill and Melinda Gates Foundation in Seattle, Washington.

TJ holds a Bachelor’s degree in journalism and political science from Central Michigan University, and a Masters of Public Administration from Western Michigan University.

Vanguard Principal Staff Patrick Neely, Managing Partner

An attorney by trade, Patrick Neely has spent the last 18 years managing political campaigns and public affairs initiatives, while providing his clients with expertise in communications, message development and long term strategic planning.

Hired as the Press Secretary for a congressional challenger in 1996, Patrick helped guide the campaign to an upset win against a favored incumbent. After that victory, Patrick served as Congresswoman Anne Northup's press secretary on Capitol Hill. After earning his law degree in 2002, Patrick returned to the Hill to serve as Northup's Chief-of-Staff, and managed her 2004 and 2006 re-election campaigns.

In 2007, Patrick was recruited to take over as Executive Director of the Kentucky Equine Education Project, an association that represents Kentucky's signature horse racing and breeding industries.

Patrick holds a Bachelor’s degree in political science from the University of Louisville, and a J.D. from the Washington University School of Law in St. Louis.

Vanguard Principal Staff Katherine Erickson, Vice President

Katherine is a 25-year master public relations professional specializing in a strategic approach to communication. Katherine is known for having a sharp eye for detail and is focused on success. She has managed communication budgets from $15,000 to $1.6 million.

Katherine has experience in providing PR for public education, higher education, direct marketing companies, chambers of commerce, technology, regional economic development, council of governments, convention & visitors’ bureaus, US Postal Service, Shriners Burn Awareness Campaigns, the DFW Medical Center Foundation, political campaigns, economic development, private industry councils, the Small Business Development Center & US Small Business Administration.

She holds a master’s degree in communications from Texas A&M University -Commerce and a bachelor’s degree in journalism/radio & TV from Trinity University in San Antonio.

Vanguard Principal StaffKristin Revere, Strategic Engagement Director

As Vanguard's Director of Strategic Engagement, Kristin Revere brings more than 18 years experience in political campaigns, fundraising, event planning, and media for current and prospective clients.

Kristin has worked on political campaigns at the local, state, and federal levels. She has facilitated fundraising trainings for the Ottawa County Democrats, Ready to Run and Camp Millie. She is currently managing fundraising for the Bliss for Grand Rapids Mayor campaign. Kristin has worked on fundraising and communications strategies for nonprofits and small businesses throughout the country. Kristin holds a Bachelor of Science in journalism from Central Michigan University, minor in political science, and a Masters degree in management with a concentration in marketing from Aquinas College. She has also completed a Michigan Political Leadership Program (MPLP) fellowship at Michigan State University, the country's most respected bi-partisan political training program.

Vanguard Principal StaffSteve Coon, Senior ConsultantSteve Coon serves as a senior consultant for Vanguard Public Affairs, providing counsel to a wide array of clients who value his expertise in media relations, writing, and strategic communications. An instructor in the Department of Journalism at Central Michigan University (CMU) since 2001, he has taught classes in media writing, reporting, information gathering, sports and the media and public relations. Steve is a 1993 graduate of CMU and spent 15 years in the newspaper industry with the Mount Pleasant Morning Sun, including 13 years as an editor. During his time as managing editor and news editor, the Morning Sun received seven Michigan Press Association “Newspaper of the Year” awards. He also was recognized with Michigan Press Association honors for editorial writing and feature writing. He started his career as a sports writer and received several awards from the Associated Press and Michigan Press Association for his work in that area. In 2010, he served as deputy communications director on a gubernatorial campaign, followed by another stint in public relations in 2012 as communications director for a campaign for Congress in Michigan’s Third Congressional District.

Vanguard Principal StaffKristin Keller, Media AnalystWith more than 14 years experience in media buying, Kristin Keller uses her strong negotiation skills and well established relationships with media sales representatives to develop effective customized advertising programs for Vanguard clients.

Prior to her alliance with Vanguard Public Affairs, Kristin worked as a Media Analyst for Valassis on several national accounts, including DeVry, McDonald’s, Sprint, Hyundai, Kia, Steak N Shake, and Hallmark. Her national work for McDonald's was focused on new product launches for McGriddles, Premium Salads, and Premium Chicken Sandwiches, achieving an 85 percent coverage level in all 210 US Designated Market Areas.

She also has worked as a media buyer for other public relations firms on accounts including the Michigan Education Savings Plan, Little River Casino, Bay Mills Resort and Casinos, as well as many political advertisers.

Kristin is a graduate of Michigan State University’s College of Communication Arts & Sciences, earning a B.A. in Advertising in May 2000.

ADDITIONAL OFFERINGS

“We can only be as good as the collective talent and opportunities we bring to the table for our clients.”

Vanguard VoicesVanguard Public Affairs is now offering Vanguard Voices – an elite speakers bureau of talent from all walks of life to make any conference or event memorable.

Vanguard Voices connects innovators, leaders, and cutting-edge thinkers with your organization and audience, all for a reasonable rate.

Our effort is primarily designed to engage, inform, and motivate groups about the most important issues in our culture today. Vanguard Voices already includes the following leading lights:

Nolan Finley and Stephen Henderson

Jocelyn Benson

Bridget and Mary McCormack

Rashida Tlaib

Richard Bernstein

Vanguard eduVISION Pro

• A new Vanguard initiative scheduled for official launch in May 2015, eduVISION Pro provides a lens of practical classroom expertise to Vanguard’s public education, marketing and communication clients and campaigns.

• While our public affairs practitioners have decades of experience in the education public relations industry, eduVISION Pro consultants have spent decades in the field, working one-on-one in classrooms across the country.

• Our eduVISION Pro consultants are all licensed educators with expertise in subject matter areas critical for 21st century STEAM learning: mathematics, science & technology, early literacy, and foreign language.

• EduVISION Pro consultants also have experience as nurses, social workers, and tutors, and work to customize public education, curriculum, and instructional planning for current clients and prospective grantees.

CONTACT INFORMATION620 South Capitol AvenueSuite 100Lansing, Michigan 48933Phone: 517-367-6403

www.vanguard-pa.com

www.facebook.com/vanguardpublicaffairs

@vanguardpubafrs