4. Strategic Approach

Phase 1: Discovery & Strategy

• Conduct collaborative workshops with Daltile’s marketing and showroom teams.

• Define campaign KPIs, audience personas, and messaging pillars.

• Develop a strategic communication plan outlining content cadence, media mix, and success metrics.

Phase 2: Creative Concept & Development

• Conceptualize the overarching creative theme — “Imagine What’s Possible at Home.”

• Align all creative with Daltile’s confident, modern American luxury tone.

• Craft a narrative arc inspired by “Extreme Makeover: Home Edition” and “Move That Bus,” where transformation meets emotional storytelling.

• Present campaign mood boards, story treatments, and preliminary scripts for review.
  

Phase 3: Storytelling & Production

• Produce cinematic content packages for five (5) semi-finalist families, capturing their stories, design journeys, and emotional milestones.

• Produce a hero film for the final winner, documenting their full renovation journey in partnership with Daltile and Chip Wade.

• Capture educational and inspirational content in Daltile showrooms, featuring designers and partner brands.

• Integrate Daltile’s products as central storytelling elements, visually highlighting design versatility and craftsmanship.

Phase 4: Digital Activation & Engagement

• Design and oversee a user-friendly entry and nomination platform.

• Launch a paid and organic social campaign promoting submissions and encouraging public voting.

• Utilize Daltile’s influencer network (e.g., Chip Wade) to expand reach and authenticity.

• Create modular content for social (shorts, reels, ads, and blog features).

Phase 5: Reveal & Celebration

• Deliver a high-impact final reveal film for the winning family.

• Coordinate PR rollout, showroom highlights, and co-branded partner promotions.

• Provide detailed campaign analytics and post-campaign reporting.

5. Deliverables

• Comprehensive campaign strategy and creative concept deck.

• Fully developed visual identity for campaign assets.

• Five (5) family feature videos (short-form and long-form versions).

• Hero story film for the winning family.

• Digital campaign assets for paid and organic channels.

• Giveaway entry & nomination platform design and content plan.

• Photography and social media packages for ongoing brand use.

• Monthly analytics and performance reporting. (TBD)

6. Estimated Timeline

• Proposal Due RFP submission deadline Nov 17, 2025.

• Partner Selection Agency selection Dec 1, 2025.

• Kickoff Meeting, Discovery, and alignment Dec 8, 2025. (A critical date to hit in order to hit milestones).

• Creative & Pre-Production Concept development, scripting, casting Dec 8, 2025 – Feb 10, 2026.

• Campaign Launch Giveaway entry campaign begins Feb 17, 2026.

• Storytelling Production Filming of top 5 families Apr – Sep 2026.

• Winner Reveal Film Final hero story and PR rollout Nov – Dec 2026.

7. Budget Overview

• Daltile’s RFP notes a flexible budget structure with separation of agency fees, media spend, and renovation costs.

• VeracityColab proposes a tiered approach based on production scale and deliverables:

  • Tier 1: Building the Daltile + VeracityColab 2026 on-call, pre-production, production & post-production teams

  • Tier 2: Develop a broad creative approach to address the full campaign

  • Tier 3: Production and post-production of core campaign (5 family stories + hero film + digital rollout)

  • Tier 4: Production and post-production of core campaign (1 hero film + limited social deliverables)

  • Tier 5: Ongoing production and post-production support for Daltile.

Estimated Budget: $1.54M ($1,540,000.00)
A detailed cost breakdown will be provided upon selection.
Pricing reflects Veracity’s good-faith estimate based on the information provided to date.
A final, detailed budget will be developed collaboratively and approved by both parties.

8. Evaluation Criteria Alignment

• Relevant Experience: Proven success managing and producing national brand ads & home improvement campaigns.
  See: Intuit & The Irvine Company

• Brand Understanding: deep experience crafting confident, design-forward messaging
  See: simplehuman & Microsoft & Thermo Fischer Scientific

• Strategic Thinking: Clear, measurable creative framework linking emotion and education
  See: LifeHappens & Klacci

• Creativity & Innovation: Distinctive storytelling approach that delights
  See: Adobe & 100XR

• Market Expertise: Data-driven insights to inform distribution and engagement

• Budget Flexibility: Modular approach adaptable to Daltile’s investment levels

9. Why Veracity

At VeracityColab, we believe in the power of story to change perception and inspire action. Our approach isn’t just about visuals — it’s about creating connection.

• Human-centered storytelling that resonates emotionally.

• Visually rich production grounded in design expertise.

• Collaborative transparency and a proven track record with major brands.

• A time-tested process that not only ensures projects are on brand and on budget, but that the teams are cared for,
  collaboration is welcome, and the communication is delightful

• A sterling reputation as an experienced Video Agency in business for nearly 20 years.

Together, we’ll help Daltile inspire families to “imagine what’s possible” and make the extraordinary attainable — one beautiful space at a time.

10. Next Steps

We respectfully submit this proposal for your review and look forward to the opportunity to present our creative approach in more detail.
Please feel free to contact us to schedule a discussion or presentation at your convenience.

Thank you for the opportunity to partner with Daltile on this meaningful campaign.