Bridge authority hires new public relations and marketing firm
By Dotti Farrington

The Rhode Island Turnpike and Bridge Authority (RITBA) has approved a contract for public relations and marketing services with the RDW Group of Providence, with offices also in Boston and Worcester, at $175 an hour for access to all services and staff, subject to negotiations for a total budget and other details.

RDW Group was one of five firms that submitted proposals to handle the authority's media services. The others were Michele Aucoin Paciorek and Susan Carroll of MAD Creative of Providence, for $65 to $90 an hour, plus photo fees from $299 to $850; David Preston, Dyanna Koelsch and Jane D'Arcy, for New Harbor Group of Providence, at $150 an hour plus commissions; David and Sandra Cordeiro for Greenwich Advertising of East Greenwich, at $75 an hour plus costs, or a retainer of $4,500 a month; and Charles Newton, Nancy Merrill, Denise Mei and David Michaelson for Public Strategy of East Greenwich, at $125 an hour plus costs.

RDW was established in 1986 and is rated as the largest independent communications agency in New England, with capitalized billings of more than $125 million and a staff of 120 specialists. The team to be assigned to RITBA will be Michael Doyle, founder and chairman; James Malachowski, senior vice president; Kristen Pflomm, account executive; Peter Marino, director of research and public affairs; Jeff Patch, executive creative director; and Maria Pinto, media buyer.

The firm offers services for design, implementation, analysis, advertising strategy, development, execution, public relations and public affairs, media planning, negotiations and buying, graphic design, direct marketing, web site design and newsletter publication.

In its proposal, RDW said RITBA "needs to position itself as a crucial component of the state's essential infrastructure and reliable steward of the state's critical bridges (Newport Pell and Mount Hope)…responsibly operated, sensitive to the needs of the people, and deserving of continued or expanded support." RDW said RITBA needs to embed itself in the communities it connects (Jamestown, Newport, Bristol and Barrington) with maximum communication, public relations and flow of information."

The proposal said its own philosophy is "Think. Work. Win." Its list of clients includes Massachusetts Institute of Technology, Blue Cross/Blue Shield, Cox, GTech, Twin Rivers, Ford Foundation, RI Airport Corporation, University of Rhode Island, Roger Williams Park Zoo, Dunkin Donuts, RI Public Transit Authority (RIPTA), NBC, and National Grid.

The bridge authority is on the verge of converting its toll system for the Newport Pell Bridge to an electronic one, such as EZPass, including elimination of tokens. It also expects to review the possibility of reestablishing tolls for the Mount Hope Bridge, depending on its experience with the electronic one due to start by the end of 2008 on the Pell Bridge.

RWD has created award-winning communications programs for a number of public and private sector clients. Its staff members also have also won awards, including from The Ad Club of Southeastern New England and the Publicity Club of New England Bell Ringer.