HomeMy WebLinkAboutC37181 FY 2019-2020 PD Media PlanCONTRACT NO. C37181
STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: October 10, 2019
PREPARED BY: Thomas Soule, Tourism & Marketing Manager
REQUEST: Approve Media Plan for Fiscal Year 2019/20
Recommendation
By Minute Motion that the City Council:
1. Approve the Media Plan for Fiscal Year 2019/20, and
2. Authorize media buy expenditures with IdeaPeddler (Contract No. C37180,
Extension C37181) in an amount not to exceed $409,000.
Funds are available in Advertising Media Buys, Account No. 1104417-4322100.
Committee Recommendation
The Media Plan was reviewed and approved as presented by the Marketing Committee at its
regular meeting on October 1, 2019.
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.
Executive Summary
Approval of the above recommendations will authorize the expenditure up to $409,000 as
outlined in the FY 2019/20 Media Plan. Funds for this expenditure are available in the FY
2019/20 Marketing Budget.
Background Analvsis
The goal of the City's ad campaign is to drive awareness of Palm Desert as a luxury
October 10, 2019 — Staff Report
Approval of FY2019/20 Media Plan
Page 2 of 3
destination and ultimately increase visits to the city by reaching qualified audiences
throughout Southern California and into San Francisco and Seattle. This media plan is
designed to service that goal by delivering the City's new ad campaign, which is currently in
development, to a targeted audience that our research suggests is most likely to be moved
to action by the City's marketing messaging. That audience generally shares the following
characteristics:
• Age 35-54
• Leisure travelers
• In -market (Coachella Valley) vacation searchers
• Prior visitors to the greater Palm Desert area
• Interested in arts/culture, shopping, dining, spa, golf, and outdoors
Because the target markets (Los Angeles, Orange County, San Diego, San Francisco and
Seattle) are large and highly competitive, the media plan focuses on prudently 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.
The campaign will run from November 1, 2019 through June 31, 2020 using a variety of media
channels:
• Digital
• Video
• Online Search
• Outdoor (Billboards)
• Print
• Radio
This year's plan includes a specific plan for video placement, which comprises approximately
35% of the proposed mix. This consists of a combination of broadcast television, digital video
(streaming and on demand) and social media channels such as Facebook. Including video in
the plan will allow for maximized use of the video assets that are planned as part of the new
ad campaign.
Print has once again decreased, year over year. While there is still an audience for print
magazines, it has become increasingly difficult to justify the spend for a medium that is so
opaque in terms of return on investment. The print outlets in this plan (Palm Springs Life,
Locale) have been specifically selected for the many other benefits they provide, adding
tremendous value beyond that of the print ads alone.
October 10, 2019 — Staff Report
Approval of FY2019/20 Media Plan
Page 3 of 3
Fiscal Analvsis
The proposed Media Plan reflects the funding requested and approved within the FY 2019/20
marketing budget. No additional funds are being requested as part of this approval.
LEGAL REVIEW DEPT. REVIEW FINANCIAL
REVILoore
N/A
1
Robert W. Hargreaves Martin Alvarez 'iJanE4
City Attorney Director of Econ Dev Director of Finance
City Manager, Lauri Aylaian: —'::� c
VENDOR
Ideapeddler
PO Box 41928
Austin, TX 78704
ATTACHMENT: FY2019/20 Media Plan
ASSISTANT
CITY MANAGER
N/A
Andy Firestine
Assistant City Manager
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