HomeMy WebLinkAbout09 C37180/C37183 Ideapeddler Extra Work - 10-14-21CITY OF PALM DESERT
STAFF REPORT
ECONOMIC DEVELOPMENT DEPARTMENT
DATE: October 14, 2021
SUBMITTED BY: Thomas Soule, Tourism & Marketing Manager
REQUEST: Authorize additional funding, in the amount of $122,600, for additional
work with Ideapeddler, as provided for in Contract Nos. C37180 and
C37183.
________________________________________________________________________
Recommendation
By Minute Motion that the City Council authorize $122,600 to be used at
the City Manager’s discretion for extra work that may arise during the year,
as defined and provided for in Contract Nos. C37180 and C37183.
Strategic Plan Objective
The City’s Marketing Plan supports the following specific objectives from the City’s
Strategic Plan:
• Tourism & Marketing Priority No. 3–Attract new and developing travel/tourism
markets; and
• Tourism & Marketing Priority No. 4–Support the City’s tourism industry through
enhancement of its marketing efforts with an allocation of additional City resources,
the development of partnerships, and coordination of existing efforts.
Executive Summary
Approval of this request would authorize extra work done by Ideapeddler in conjunction
with Contract No. C37183 in a total amount not to exceed $122,600. Funds for this extra
work have been included in the approved FY 2021/22 budget; no additional monies will
be required.
Background Analysis
The Palm Desert marketing team works with Ideapeddler, the City’s creative agency of
record, to implement a comprehensive marketing program aimed at supporting local
businesses by promoting overnight tourist visits to the city. While the contract with
Ideapeddler deals specifically with media buying and other needs that are clearly
definable in advance, the contract also provides for “extra work” to be assigned as the
need arises for projects that are more difficult to pin down in advance. In the past, this
October 14, 2021 – Staff Report
Ideapeddler Extra Work
Page 2 of 3
extra work has included projects such as refreshing the Palm Desert First Weekend
branding, conducting research to support the creation of a new ad campaign and tracking
the return on investment of some of the City’s media buy.
Although the specifics of these projects can be difficult to anticipate, Staff has worked
with the agency to put together an estimate of what projects will be on the table for FY
21/22, in an effort to come to Council one time for authorization for the entire fiscal year.
These categories generally remain the same year to year, and for this particular year
include:
• Asset Development, in order to expand the City’s library of usable marketing
collateral via photography or video;
• Consumer Data/Research (Adara), which will provide the City with vital data for
determining the deployment of the adaptive media plan for the fiscal year;
• Creative Services to refresh the ad campaign and create other designs as
needed;
• Ad mechanicals, to produce the multiple banner ads, print ads and other
iterations of the City’s tourism ads as the campaign evolves during the year;
• Other creative services that may arise throughout the year.
• The 2021 Palm Desert Calendar, which has evolved in recent years into a
valuable marketing piece. The calendar enjoys great popularity not only with the
City’s residents, but also among our out-of-town visitors, and has achieved a
wide reach that promotes the City year-round throughout the U.S. and Canada.
For all FY 20/21 creative projects, Staff is requesting a total amount not to exceed
$122,600. This amount remains essentially flat as compared to last year.
PROJECT ANTICIPATED COST
Asset Development $45,000
Consumer Data/Research $30,600
Creative Services $32,000
Ad Mechanicals $10,000
2021 Palm Desert Calendar Design $5,000
TOTAL $122,600
Although Staff anticipates that this request includes all extra work required for FY
2021/22, any project that does not fit this scope or that exceeds this total amount will be
brought to the City Council for approval at a later date.
October 14 , 2021 -Staff Report
ldeapeddler Extra Work
Page 3 of 3
Fiscal Analysis
Funds for these projects were budgeted for in the FY 2020/21 Marketing budget, and are
in Professional Other Account No . 1104417-4309000 and Community Calendar Account
No. 1104417-4309101. No additional fiscal impact is created by this request.
LEGAL REVIEW DEPT. REVIEW FINANCIAL ASSISTANT
REVIEW CITY MANAGER
N/A 7~Soede 9e:w-,,e::r 1'11. 1'1100,z,e, .Jl..ndy :Firestine
Robert W. Hargreaves Thomas Soule Janet M. Moore Andy Firestine
City Attorney Public Affairs Director of Finance Assistant City Manager
Manager
City Manager, L. Todd Hileman: L. Todd HiLeVM.Cl v\,
VENDOR: ldeapeddler
PO Box 41928
Austin , TX 78704
CITY COUNCIL ~TION
APPROVED _____ DENTED _____ _
RECEIVED ______ OTHER _____ _
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ABSENT: ...... , _o_n __ e _____________ _
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VERIFIED BY: NI a J Sr s:
Original on File with City Clerk's Office