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Home My WebLink About09 Media Plan with Ideapeddler FY2022STAFF REPORT CITY OF PALM DESERT ECONOMIC DEVELOPMENT DEPARTMENT MEETING DATE: October 28, 2021 PREPARED BY: Thomas Soule, Public Affairs Manager REQUEST: Approve Media Plan for Fiscal Year 2021/2022 in an amount not to exceed $409,000 with Ideapeddler as provided for in Contract Nos. C37180 and C37183. ________________________________________________________________________ Recommendation By Minute Motion that the City Council: 1. Approve the Media Plan for Fiscal Year 2021/2022, and 2. Authorize media-buy expenditures with IdeaPeddler (Contract Nos. C37180 and C37183) in an amount not to exceed $409,000. Funds are available in Advertising Media Buys, Account No. 1104417-4322100. Committee Recommendation The Marketing Committee reviewed the FY 21/22 Media Plan at its regular meeting on October 19, 2021, and unanimously voted to recommend its approval by Council. Strategic Plan The City’s Media 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. October 28, 2021 – Staff Report Approval of FY2021/22 Media Plan Page 2 of 3 Executive Summary Approval of the above recommendations will authorize the expenditure up to $409,000 as outlined in the FY 2021/22 Media Plan. Funds for this expenditure are available in the FY 2019/20 Marketing Budget. Background Analysis The traditional goal of the City's ad campaign is to drive awareness of Palm Desert as a luxury destination and ultimately increase visits to the city by reaching qualified audiences throughout Southern California. This media plan is designed to service that goal by delivering the City’s updated ad campaign to a targeted audience that our research suggests is most likely to be moved to action by the City’s marketing messaging. Because the target markets (Los Angeles, Orange County, and San Diego) are large and highly competitive, the media plan prudently focuses on utilizing funds to achieve the biggest possible impact with judicious ad timing and placement. Strategically, this includes: • Placing the City’s ads in front of real humans by avoiding environments where the ads can be skipped or where there are high instances of “bot” or other fraudulent traffic. • Letting data lead the way by utilizing consumer usage and other relevant data to adjust the media mix on an on-going basis. • Remaining flexible in the face of the ever-shifting landscape caused by the pandemic. In addition to out-of-market potential visitors, this year’s media plan also includes reaching out to those who are already in-valley. The digital-first plan will target part-time and full- time residents, in addition to transient overnight visitors, in order to capture their interest and promote activities throughout the City. The tightly focused campaign will run from January through June 2021 using a variety of media channels and estimated budgets: • Digital Outdoor - $75,000 • Digital High Impact & Video - $84,000 • Paid Search - $75,000 • Paid Social Media Advertising - $75,000 • Partnerships - $100,000 Recent market research shows that when asked about potential travel choices, people currently express a preference for domestic travel that keeps them somewhat close to home. Because of this, the media plan this year does not include markets further afield, such as San Francisco and Seattle. This may change over time as the pandemic situation October 28 , 2021 -Staff Report Approval of FY2021/22 Med ia Plan Page 3 of 3 evolves. For that reason , the plan will be approached with a certain amount of flexib i lity . The overarching strategy , however, remains the same. The ad campaign will represent an evolution of the "Find your happy pace " messaging that has worked well for Palm Desert over the past several years . Last year the emphasis was on the concept of "pace ," emphasizing that Palm Desert provides opportunities for rest & relaxation both high energy and low key . This year, we 're shifting the focus to "happy," encouraging our visitors and residents alike to feel the joy that a visit to Palm Desert brings . Fiscal Analysis The proposed Media Plan reflects the funding requested and approved within the FY 2021/22 marketing budget. No additional funds are being requested as part of this approval. LEGAL REVIEW DEPT. REVIEW FINANCIAL REVIEW N/A TVlOVVcl-15. So1A.Le 9,:,,,,,,,t:( '111 . '11100,u, Robert W . Hargreaves Thomas Soule Janet M . Moore C ity Attorney Public Affairs Director of Finance Manaqer C ity Manager, L. Todd Hileman : L . T odd HHeV\.A..CIV\, Attachments : 1. Media Flowchart CITY COUNCIL ACTION APPROVED __ v _____ DENIBD------ RECEIVED OTHER _____ _ MEETING DATE \O · 2--Z · ·i-o '2.--\ AYES rl:\a YCi i?,O\U1Qthan(N e.£tAntl{, QWn:@Jll!«f' /91 (1( NOES: N ~he ABSENT: _ .... N .... o~·n.i..e __________ _ ABSTAIN: _ _...\\l_,W~----------- VERIFIED BY: \4\fl: I s r-.S Original on File with Ci ty Clerk's Office ASSISTANT CITY MANAGER .Jtnay :Firestine Andy Firestine Assistant City Manager �"'� FY22 City of Palm Desert Media Plan Flowchart �0�-poP,��F,Q PALM DESERT �'�� 3 10 17 24 37 7 74 � 21 28 7 74 21 28 4 17 18 25 2 9 16 23 30 PGA MOD Week BNP PD FW Coachella � PARTNERSHIPS MONTHS EST. IMPS. TOTAL NET VRBO 4 1,170,475 Palm Springs Life 4 1,58$000 Locale 3 858,000 LA/SD Magazine 2 1,500,000 E/ements ofpa�tnerships may $100,000 indude Heavy Socia/support on FB, /nsta, Ti'k Tok, Pinte�est Emai/ Diqita/Banne�s /n Readand/n Banne� �deo Natiue � PARTNERSHIPTOTAL � 5,116,475 $100,OOt' DIGITAL OUT OF HOME MONTHS EST. IMPS. TOTAL NET Programmatic Place Based OOH 4 3,520,000 $50,000 � DIGITAL OUT OF HOME TOTAL � 3,520,000 $50,00( PAID SEARCH MONTHS EST. IMPS. TOTAL NET GoogleAdWords 5 500,000 $50,OOG � PAID SEARCH TOTAL � 500,000 $50,00( PAID SOCIAL MONTHS EST. IMPS. TOTAL NET Facebook, Instagram 5 10,082,280 $75,OOG � PAID SOCIAL TOTAL I 10,082,280 $75,00C DIGITAL MONTHS EST. IMPS. TOTAL NET Dioital Video inc/uding Boome�ang, and Ouick Tinatch sty/e ads YouTibe 5 6,250,000 $45,OOC P�og�ammatic/Di�ect 5 2,940,000 $SS,OOG Rich Media Ads '� '�, Prog�ammatic/Oirect 4 6,543,570 $34,000 �. '�, �', �. I DIGITALTOTAL I 75733�z(� $134OQ( � � I I CAMPAIGN TOTAL I 34�52�32�1 $409�O1i � , , '� I '�. I . I '�. , . ��. I I � � ' � � I , � , � II ' ' I I I I Confldential 10/20/21 Page 1