Lancaster County Convention Center
WEBSITE PROPOSAL
About Us
Alpha Dog Advertising is a strategic brand positioning and marketing communications firm. Since 2009, we’ve helped a diverse roster of organizations — including B2C clients in the golf, senior living, and tourism/entertainment sectors, as well as B2B clients in the building materials, traffic control, and life science sectors — build their brands, expand their reach, and increase their revenue opportunities.
At Alpha Dog, we get to know your organization and its challenges. We dig in and discover its strengths, weaknesses, and where its opportunities lie. We identify what sets you apart from the competition. We get to know your audiences and uncover the messages that will resonate with them.
In short, we identify your brand’s unique position in today’s crowded marketplace — and then create effective strategies and engaging campaigns to communicate it to the world.
About Us OUR SERVICES
Alpha Dog is a full-service marketing firm. Whether it’s a whole new brand or just a little fine tuning, a clever ad campaign or a new website, our team is dedicated to making sure you get the marketing and creative services you need, when you need them.
• Brand Creation & Positioning
• Consumer & Trade Advertising
• Digital Marketing
• Media Planning & Buying
• Photography
• Print/Production Management
• Public Relations
• Social Media
• Strategic Marketing
• Trade Shows
• Video Productions
• Web Design & Development
About Us
Craig Trout | OWNER & PRESIDENT
With a head for strategy and an eye for creative, Craig represents a new style of agency leadership. Ask anyone who’s worked with him, and they’ll tell you his positive, upbeat attitude, not to mention his 40+ years of experience in communications and marketing, has a way of turning the toughest situations into a well-organized assault that delivers results time and time again. Craig’s laughter and wit can be heard throughout the agency, and his smile can brighten just about anyone’s day.
Jen Arnold | MANAGING ACCOUNT DIRECTOR
Jen brings 25+ years of agency experience to Alpha Dog, with more than 13 of them specializing in project management and marketing research. She is a graduate of the Pennsylvania School of Art and Design and lives in Holtwood with her husband, daughter, and cat. When she is not working, she can be found hanging out with her daughter, running, or riding on the back of her husband’s Harley.
Clayton Margerum | MANAGING AGENCY DIRECTOR
Clayton started his advertising career in the third-shift design trenches of a nationwide coupon magazine. Over the years, he moved into daylight hours, switched to copywriting, and supervised teams of creatives. He’s worked in B2C and B2B agencies and now applies his wide range of experience to his role as managing agency director. Stints as a touring musician, Robert Burns performer, judge of elections in his Lancaster precinct, and scrapple advocate have kept Clayton busy outside of his 9-5. He is the proud father of four sons, three of whom are teenagers; his grocery bills are extraordinary.
About Us
Stacey White | BRAND MANAGER
Born and raised in Brisbane, Australia, Stacey followed her passion and traded her down-under digs for D1 collegiate golf at Campbell University in North Carolina. There, she earned a BS in sport management and minors in marketing and business administration. Deciding to stay north of the equator post-college, Stacey held a lead estimator position in the construction industry, an experience that is serving her well in her brand manager role here at Alpha Dog. While you’ll still often find her on the golf course, Stacey also loves spending time with her dog, Arnie, and dabbling in home DIY projects.
Courtney Whalen | SENIOR DESIGNER
Born and raised in Minnesota, Courtney ventured to Wisconsin for college, where she earned a BFA in graphic design with minors in web design and mathematics. She then moved to Pennsylvania, bringing along her 10 years of experience in traditional and digital design. With a keen eye for detail, she is passionate about using her creativity to captivate and engage audiences through a wide range of projects. Courtney also runs her own photo studio, and when not behind the lens, she can be found cheering on the Minnesota Wild with her two corgis, Penny and Luna, and her husband, Jason.
Anne Russell | DESIGNER
With an eye for finding the creative in everyday life, Anne brings her passion for design to Alpha Dog as a Lancaster local. She holds a BDes in interactive and graphic design from Millersville University and combines her experience in the printing industry with a fresh interest in the digital world. When she’s not creating in the office, Anne loves to spark her imagination elsewhere — playing the piano, crocheting, and exploring the great outdoors.
About Us
David Jenkins | DIGITAL DIRECTOR
Born and raised in Lancaster County, David brings a passion for research-driven digital marketing to Alpha Dog. Equipped with a history degree from York College of Pennsylvania, he uses his strong critical thinking and analytical skills to create effective, winning campaigns for our clients. When David isn’t developing engaging marketing campaigns, he can be found reading Fyodor Dostoevsky or training for his next marathon.
Erin Cramer | EDITORIAL SPECIALIST
Erin brings 20 years of agency and editorial experience to Alpha Dog, where her marketing intuition combined with a pragmatic approach is a win-win for all of our clients. She earned a bachelor’s degree in communication from the University of Delaware, as well as a certificate in copyediting from the University of California San Diego. She is a member of ACES: The Society for Editors, a longtime student of German, and a Cicerone Certified Beer Server.
About Us
OUR TEAM MEMBERS’ CERTIFICATIONS & MEMBERSHIPS
Erin Cramer | Member of ACES: The Society for Editing; Poynter ACES Certificate in Editing, the Poynter Institute; Copyediting Certificate, University of California San Diego
Jen Arnold | Brand Strategy Certification, Northwestern University Kellogg School of Management
David Jenkins | Google Ads Certification, Google
Courtney Whalen | Front-End Developer Certificate, Meta
About Us
OUR APPROACH & METHODOLOGY
We’ve worked with some of the biggest brands across a variety of industries.
Our clients have included nationally and internationally recognized organizations — from luxury home builders to professional sporting events and cutting-edge life science leaders — but we also routinely serve regional businesses in the senior living, home and garden, and water conditioning industries, among others.
Though these verticals may seem disparate, by using our proven methodology, we deliver consistent, forward-thinking, strategic services for our clients, who enjoy remarkable success rates.
At Alpha Dog, we offer a full slate of services, not a pigeonhole approach. From print to digital, brand positioning to website building, blogs to billboards, video to SEO, and so much more, we give our clients a scope of experience and insight that agencies with limited offerings cannot.
Clients turn to Alpha Dog because we break down unique business models, markets, and goals.
By becoming a virtual business partner to our clients, we better understand the landscape of their industries, which in turn allows us to strategize the best paths forward to lead them to better revenue.
We are a proactive agency, not “yes men.” We ask insightful questions and explore various options in order to present the best outcomes. We become more than designers, writers, and digital experts; we become your business’s bridge to reaching your target audiences.
A SAMPLING OF OUR WORK
MARTIN WATER CONDITIONING Portfolio
Alpha Dog has been privileged to work with many extraordinary clients in our 16-year history. The following pages illustrate just a few of our favorite projects, with a focus on our website work.
FLEX-CELL PRECISION
TRAFFIC PLAN
MEADIA HEIGHTS GOLF CLUB
Portfolio
A SAMPLING OF OUR WORK
MID-ATLANTIC TIMBERFRAMES INSIDE LANCASTER
Although the focus of this RFP is the design and development of a new website for LCCC, we have included Inside Lancaster to demonstrate our broader ability to craft compelling, audience-focused storytelling that builds excitement and drives engagement around the city of Lancaster. This publication reflects our deep understanding of the local brand, voice, and visitor experience — insight that would directly inform our strategic and creative approach to the LCCC website.
Case Studies
INTRODUCTION
The following case studies were selected intentionally to demonstrate Alpha Dog’s ability to position Lancaster as a destination and drive measurable results. In partnership with organizations such as the USGA, Willow Valley Communities, and Meadia Heights Golf Club, we were challenged to attract visitors, elevate perception, and generate meaningful engagement tied directly to attendance and brand growth.
Through targeted campaigns, we successfully moved audiences from awareness to action. We will bring this same results-driven strategy, deep local expertise, and destination marketing insight to the Lancaster County Convention Center — ensuring the new website not only functions as a powerful sales tool, but also actively strengthens Lancaster’s competitive position within the regional convention market.
Case Studies
How can brand awareness be elevated and ticket sales increased, even after a record-setting event?
THE CHALLENGE
The US Women’s Open Championship has been a showcase for the greatest female golfing talent in the world since 1946. When the tournament came to Lancaster Country Club for the first time in 2015, it drew an estimated 135,000 fans over six days, far and away the largest crowd ever to attend the event.
The Open was scheduled to return to LCC in 2024. To promote the event, the USGA sought a local agency with media, PR, experiential, and digital marketing expertise to develop interest from the surrounding East Coast metro areas — and to increase ticket sales to beat the long-standing record from 2015.
OUR SOLUTION
Drawing on our experience with regional media and our relationships with online influencers, as well as our inherent knowledge of the local marketing landscape, Alpha Dog devised a multipronged approach. The beautiful Harton S. Semple Trophy became the touchstone of in-person experiences at various sporting events, including NBA, AHL, ALPB (an MLB partner), and other professional-level games. A photo booth captured pictures of fans with the trophy while also gathering their email addresses, giving them a chance to win premium tickets.
We conceived other events to spur interest, including a long-drive contest at an indoor golf simulator, and a “hidden ball challenge” to find 18 special US Women’s Open golf balls at retail, restaurant, and golf facilities in the tri-county region. The latter drew coverage from all major TV stations nearby.
In conjunction with local brewery Spring House Brewing Co., Alpha Dog developed Championship Pale Ale, an American-style pale ale designed to be crisp and satisfying both on and off the course. The label featured commissioned work by a local artist, further cementing the event’s ties to Lancaster. The beer quickly sold out at the tournament and retailers, with many cans snapped up by collectors.
Ticket sales skyrocketed as the event drew near. In the end, 150,000 fans descended on LCC, beating the existing record by 15,000 — a feat that garnered praise from the USGA, LCC, local media, and the spectators who attended the six days of competition.
The 2024
US Women’s Open set a new attendance record, with an 11% increase in ticket sales over 2015’s record-setting event.
Case Studies
USGA 2024 US WOMEN’S OPEN CHAMPIONSHIP
SERVICES PROVIDED
• Ad Campaign
• Experiential Marketing
• Media Planning & Placement
• Print Collateral
• Social Media
• Strategic Marketing
CHAMPIONSHIP PALE ALE
LAUNCH PARTY FRIDAY, MAY 10TH 5-8PM
Case Studies
Can signature publications evolve for a discerning readership?
THE CHALLENGE
Willow Valley Communities produces multiple publications that speak to a sophisticated, mature audience and reflect the quality of its nationally renowned senior living community. In 2020, two of its original publications were in need of visual and editorial updates, and a third publication was in its earliest planning stages. WVC needed a partner who could develop fresh, premium designs, handle complex editorial content, and maintain brand consistency across these distinct publications.
OUR SOLUTION
Alpha Dog’s relationship with WVC began with copyediting and proofreading support for Renaissance, a publication highlighting the community’s extensive entertainment, education, and fitness offerings for residents. As trust grew, WVC asked us to redesign its lifestyle publication, Willow, followed by Renaissance, and then to create an entirely new publication, Living the SmartLife (now LivingSmart).
For each project, we developed and presented multiple design concepts, then refined a selected direction into a final, approved system. Once established, those design systems were applied across multiple issues of each publication. WVC provided editorial content and community-specific photography, while our team handled layout, copyediting, proofreading, and supplemental stock photography.
The result was a cohesive family of refreshed publications that felt modern, were easy to read, and aligned with WVC’s brand without disappointing or alienating longtime readers. The new designs have been in continuous use since their original rollout in 2020 and 2021, a testament to their longevity and effectiveness. Most importantly, the success of each phase led directly to the next, demonstrating trust, adaptability, and a collaborative approach capable of scaling.
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Willow earned industry recognition, receiving the 2023 Pepperpot Award from the Philadelphia chapter of the Public Relations Society of America, and a 2023 Keystone Award from the Central Pennsylvania chapter.
Case Studies
WILLOW VALLEY COMMUNITIES
SERVICES PROVIDED
• Copyediting
• Proofreading
• Publication Design
Case Studies
How can a 100-year-old golf club refresh its brand and messaging to attract new members?
THE CHALLENGE
Founded in 1922, Meadia Heights promotes itself as a home away from home for golfers and their families to dine, unwind, and enjoy top-tier golfing on a private course. Its 145 acres straddle the leafy suburbs of Lancaster City and Lancaster County Central Park, with the county’s rolling fields providing a pleasant backdrop in the distance. However, in the late 2010s, an aging member base and shaky economy had created a difficult situation for the club, one they sought to fix by boosting their marketing efforts.
OUR SOLUTION
Alpha Dog was tapped to bring new life to Meadia Heights’ online and traditional marketing presence. We created brochures touting the club’s amenities, as well as sell sheets promoting their events, tournaments, and upcoming 100th anniversary celebration. We also started a digital awareness campaign and took a new approach to social media, especially on the club’s Facebook page.
To entice more interest for lapsed members, a magazine called Bump & Run was created, which provided 16 pages of interviews, short articles, interesting updates, social event reminders, and pertinent advertising. Now published triannually, Bump & Run has become a staple among members to read about their fellow golfers and keep up with happenings in and around the clubhouse.
To celebrate the club’s centennial, Alpha Dog designed and produced its gala program, which highlighted momentous dates in the club’s history, spotlighted its legendary members, and illustrated where the club would be heading in its next 100 years.
When Alpha Dog took over the account, there were 67 Full Golf members; there are now nearly 230. An initiation fee has even been added to temper the influx of new members. Social events are now booming, tournaments are sold out in just a few hours, and the club is once again a destination for exciting play and renowned hospitality.
When Alpha Dog took over the account, there were 67 Full Golf members; there are now nearly 230. “
MEADIA HEIGHTS GOLF CLUB
Case Studies
SERVICES PROVIDED
• Direct Mail
• Magazine Design & Publishing
• Marketing Support
• Print Collateral
• SEO & Content Optimization
• Social Media
• Tournament Promotions
• Web Design & Development
MEADIA HEIGHTS GOLF CLUB
Action Plan
INTRODUCTION
The Lancaster County Convention Center is seeking a marketing partner for the design and development of its new website. On the following pages, we’ve outlined Alpha Dog’s proposed action plan to complete this project in line with the goals identified by LCCC.
GOALS
The ultimate goal is to transform the website into a strategic sales tool that prequalifies event planners, reduces friction in the RFP process, and increases lead conversion efficiency.
To achieve this, LCCC is looking to streamline the site’s navigation and content to speak clearly to the site’s three distinct audiences: professional event planners, event exhibitors and vendors, and event attendees.
In addition to these core objectives, Alpha Dog will approach the project with a broader strategic lens — positioning Lancaster as a premier destination for conferences and events. By highlighting the city’s unique character, walkability, hospitality assets, and overall attendee experience, the website will not only function as a powerful sales tool for LCCC, but also reinforce why event planners should choose Lancaster over competing convention markets such as Philadelphia.
SITE FEATURES WILL INCLUDE:
• Navigation paths, content, and calls-to-action tailored to each audience
• A homepage that prioritizes planners
• Clearly presented space capacities and configurations, floor plans, AV and tech capabilities, logistics information, and pricing guidance to support planner self-qualifying
• Interactive floor plan tools to enhance engagement and usability
• A secure, back-end-driven database where staff can create, manage, and organize event-specific resources
• A CMS that allows staff to easily update the site’s content without disrupting its layout
• Clean, modern, efficient UX and design that prioritizes speed, clarity, and hierarchy
Action Plan
PHASES & TIMELINE
Phase 1: DISCOVERY & STRATEGY
Weeks 1–2
This phase establishes the strategic foundation for the new lancasterconventioncenter.com.
KEY ACTIVITIES
• Competitive audit of regional and national convention centers and event spaces
• Full-site content audit (pages, metadata, redirects)
• Technical audit of current site infrastructure
• Stakeholder interviews and audience insight development
• Definition of messaging priorities and strategic recommendations
DELIVERABLES
• Discovery summary
• Content and technical audit findings
• Strategic framework
Phase 2: UX & INFORMATION ARCHITECTURE
Weeks 3–4
We translate the strategy into a clear, intuitive structure that improves navigation and user flow.
KEY ACTIVITIES
• Sitemap update and navigation model refinement
• Creation of wireframes for key templates
• Validation of curated conversion paths across primary audiences
DELIVERABLES
• Sitemap
• Complete set of wireframes
Phase 3: VISUAL DESIGN
Weeks 5–7
This phase establishes the visual experience.
KEY ACTIVITIES
• Development of a high-end, brand-aligned design system (typography, color palette, components, spacing model)
• Design of all core templates
DELIVERABLES
• Figma design package
Action Plan
PHASES & TIMELINE
Phase 4: WEBSITE DEVELOPMENT
Weeks 8–12
We translate approved designs into a fully functional, modern website built in WordPress.
KEY ACTIVITIES
• Front-end and back-end development of all templates
• Development of database pertaining to each audience or event through MySQL
• ADA compliance setup (WCAG 2.1 AA)
• Structured data implementation, redirects, and error handling
DELIVERABLES
• Staging environment
• Functional templates
• Integration framework
Phase 5: SEO/AEO, CONTENT MIGRATION & LLM-READY OPTIMIZATION
Weeks 10–13
SEO and content enhancements run concurrently with development to prepare the site for modern search behavior.
KEY ACTIVITIES
• On-page SEO and AEO for all core pages
• Keyword research aligned with event planning search intents
• Migrating existing content, refreshing outdated material, and writing new content
• Internal linking
DELIVERABLES
• New and updated content
• Redirect plan
Phase 6: QA, TESTING & REFINEMENTS
Weeks 13–14
We complete comprehensive testing to ensure the site performs flawlessly across devices and browsers.
KEY ACTIVITIES
• Device, browser, and accessibility testing
• Validation of forms and CRM integrations (if applicable)
• Load times, imagery, and performance tuning
• Final refinement rounds
DELIVERABLES
• QA report
• Final pre-launch updates
Action Plan
PHASES & TIMELINE
Phase 7: LAUNCH PREPARATION & DEPLOYMENT
Weeks 15–16
This final phase ensures a smooth, coordinated launch.
KEY ACTIVITIES
• DNS configuration, hosting setup, and caching optimization
• Analytics tracking
• Production deployment during the approved launch window
• Post-launch validation of all functionality and tracking
DELIVERABLES
• Live website
• Launch report
• Backup and documentation package
Budget
LCCC WEBSITE
Description
Website Design & Development (including Content*)
TOTAL $30,000
Our 2026 agency hourly rate of $175.00 applies to any ensuing services requested outside the scope of this RFP.
*Content development is included as a value-add component of this proposal in support of LCCC and our commitment to investing in projects that positively promote the city of Lancaster.
References
ALPHA DOG ADVERTISING CLIENTS
SAM EBERSOL
Baüen Unlimited samuel.ebersol@bauenunlimited.com
717.687.0292 x200
VIC VENTURA
Traffic Plan
vventura@trafficplan.com
732.919.0055 x840
MAUREEN LEADER
Willow Valley Communities mleader@willowvalley.org
717.464.6288
WHAT OUR CLIENTS HAVE SAID
Heather J. Peffley | PENN STATE HEALTH
Alpha Dog is a valuable partner in developing effective, creative, and relevant marketing strategies for our team. Their ability to bring a lofty concept to life and exceed all expectations was truly exciting to witness!
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Vic Ventura | TRAFFIC PLAN
Traffic Plan retained Alpha Dog eight years ago when we were looking to upgrade our marketing efforts. Although Alpha Dog had experience in our space, they took the time to ask questions and understand our business. They upgraded our website and monitor our entire digital presence. Their creative team did a great job designing our quarterly internal employee newsletter, as well as all our social media content and paid campaigns, which have provided better-than-expected results. They have also been invaluable on occasions when we needed advice on how to handle sensitive PR issues. We have experienced tremendous growth over the past eight years, and Alpha Dog has had a big role in that growth. Everyone we have dealt with there has been extremely competent and professional. They “get it.”
Darin Martin | MARTIN WATER CONDITIONING
We are very pleased with the work and the communication of the Alpha Dog team! After some of the work that was done on the website and how your team is working with ours, I told our team I am confident we made the right decision to use Alpha Dog to develop our new website. We appreciate your well-organized team and your professional service!
Daniel Glick | NORTHEAST INTERNATIONAL
We were reluctant to do any marketing because of our complicated business model and our customers’ private nature. But after meeting with Alpha Dog and their team, I felt that they knew how to handle our needs. From day one, they jumped in and dissected our complex business model and went to work. I could not be more pleased, and we have seen significant growth since partnering with Alpha Dog Advertising. This agency is more than marketing; they understand business objectives and how to use marketing to get the results we are looking for.
A Clear Partnership
Alpha Dog Advertising aims to be your business partner, not just a creative one. We value the trust our clients place in us. In return, we’re committed to practicing the following:
• We respect your role in the process.
• We keep an open dialogue with you every step of the way — no surprises.
• We work as efficiently and effectively as possible.
• We take our work seriously, not ourselves.
• Our pragmatic, down-to-earth team strives to be both approachable and professional in all of our interactions.
Now that you have a better understanding of the value and expertise we bring to brands, let’s have a conversation about how we can help yours.
CRAIG TROUT President
ctrout@alphadogadv.com
717.517.9944 x101
info@alphadogadv.com 22 East Vine Street Lancaster, PA 17602