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HomeMy WebLinkAboutC37180-82 Ideapeddler Extra WorkCITY OF PALM DESERT STAFF REPORT ECONOMIC DEVELOPMENT DEPARTMENT DATE: September 10, 2020 SUBMITTED BY: Thomas Soule, Tourism & Marketing Manager REQUEST: AUTHORIZE EXTRA WORK IN THE AMOUNT OF $122,000 WITH IDEAPEDDLER AS PROVIDED FOR IN CONTRACT NO. C37180 AND EXTENSION C37182. Recommendation By Minute Motion that the City Council authorize $122,000 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 No. C37180 and Extension C37182. Strategic Plan Obiective 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. C37182 in a total amount not to exceed $122,000. Funds for this extra work have been included in the approved FY 2020/21 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 September 10, 2020 - Staff Report Ideapeddler Extra Work Page 2 of 3 need arises for projects that are more difficult to pin down in advance. In the past, this 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 20/21, 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: • Photography, in order to expand the City's library of usable marketing images; • Consumer Data/Research (Adara), which will provide the City with vital data for determining the deployment of the adaptive media plan for this unusual year; • Creation of collateral to support the many facets of Unite Palm Desert; • 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. A new project for this year is the design of the 2021 Palm Desert Calendar. Over the many years this calendar has been produced, it has evolved 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. This year, the Calendar is finally being aligned with the City's marketing campaign and outward messaging, to take full advantage of this valuable marketing channel. For all FY 20/21 creative projects, Staff is requesting a total amount not to exceed $122,000. This represents a 30% decrease year -over -year for creative services. 1 PROJECT ANTICIPATED COST Photography $35,000 Consumer Data/Research $30,000 Unite Palm Desert Collateral $32,000 Ad Mechanicals $20,000 2021 Palm Desert Calendar Design $5,000 I TOTAL $122,000 1 Although Staff anticipates that this request includes all extra work required for FY 2020/21, 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. September 10, 2020 — Staff Report Ideapeddler Extra Work Page 3of3 Fiscal Analvsis 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 N/A Robert W. Hargreaves City Attorney Ma*+ vv Abvcwe�z. Martin Alvarez Director of Econ Dev City Manager, Lauri Aylaian: /''�`��" VENDOR: Ideapeddler PO Box 41928 Austin, TX 78704 FINANCIAL REVIEW Yam et1W. "oou Janet M. Moore Director of Finance ASSISTANT CITY MANAGER N/A Andy Firestine Assistant City Manager