HomeMy WebLinkAboutC37181 Extra Work - IdeapeddlerMEETING DATE
PREPARED BY
REQUEST
Recommendation
STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
July 11, 2019
Thomas Soule, Tourism & Marketing Manager
Authorize extra work in the amount of $179,000 with Ideapeddler
as provided for in Contract No. C37181.
By Minute Motion: that the City Council, authorize $179,000 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. C37181.
Strateqic 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. C37181 in a total amount not to exceed $179,000. This extra work is
budgeted for in the proposed FY 2019/2020 Marketing budget and will not require the
appropriation of any additional monies.
Backqround Analysis
The City supports the tourism industry and local business through implementation of a
comprehensive marketing program, working with a creative agency, Ideapeddler, to
accomplish this mission. 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
July 11, 2019 —Staff Report
Ideapeddler Extra Work
Page 2 of 3
down in detail 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 in concrete numbers the return on investment
of some of the City's media buy. These projects have come before Council on a case -by -
case basis, as the needs arose throughout the year.
While 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 19/20,
in an effort to come to Council one time for authorization for the entire fiscal year, to the
extent possible. Much of this work echoes projects approved by Council for FY 18/19,
including:
• Photography, in order to expand the City's library of usable marketing images;
• Ad tracking, which allows the City to determine a partial return on its investment;
• Creation of collateral to support City event marketing, including First Weekend,
Concerts in the Park and other City -sponsored events;
• Further research to support the new ad campaign, as requested by the Marketing
Committee;
• Ad mechanicals, to create the multiple banner ads, print ads and other iterations
of the new ad campaign;
• Other creative services that may arise throughout the year, such as a refresh of
the Dining Guide or other collateral that need to be updated periodically.
For FY 18/19, Council approved similar extra work with Ideapeddler that totaled $155,000.
This amount does not include the $135,750 approved for the creation of the new ad
campaign, which is not an annual expense. For FY 19/20, staff is requesting a total
amount not to exceed $179,000. This is slightly higher than the amount requested for the
current fiscal year, due primarily to the increased budget for photography, which staff
proposed as part of the City budget discussions.
PROJECT
Photography
Ad -tracking Research
Events Collateral (First Weekend, et al.)
Creative Services -Design and Production
Ad Campaign Concept Research
Ad Mechanicals
Dining Guide
TOTAL
ANTICIPATED COST
$35,000
$32,000
$32,000
$35,000
$25,000
$10,000
$10,000
$179, 000
Individual projects that fall into the category of extra work outlined above will be dealt with
in accordance with the Municipal Code's purchasing ordinance as they occur. Although
staff anticipates that this request includes all extra work required for FY 19/20, any project
that does not fit this scope or that exceeds this total amount will be brought to Council for
approval at a later date.
July 11, 2019 — Staff Report
Ideapeddler Extra Work
Page 3 of 3
Fiscal Analvsis
Funds for these projects were budgeted for in the FY 19/20 Marketing budget, and are
available in:
• Professional Other Account No. 1104417-4309000
• Advertising Production Account No. 1104417-4321900
• Advertising Special Events Account No. 1104417-4322200
• Photography & Videography Account No. 1104417-4321700
No additional fiscal impact is created by this request.
LEGAL REVIEW
N/A
Robert W.
Hargreaves
City Attorney
DEPT. REVIEW
Martin Alvarez
Director of Economic
Development
FINANCIAL REVIEW CITY MANAGER
t
et M. Moore Lauri Aylaian
Director of Finance City Manager