HomeMy WebLinkAboutC37180 - Marketing Svcs for FY 18-19 STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: June 28, 2018
PREPARED BY: Thomas Soule, Tourism & Marketing Manager
REQUEST: Award Contract No. C 37180 to Ideapeddler to provide
marketing services for fiscal year 2018/19
Recommendation
By Minute Motion that the City Council:
1. Concur with the Marketing Committee's recommendation and award Contract No.
C37 180 to Ideapeddler, LLC for marketing services from July 2018 through
June 2019 in the amount of $92,560.80, which includes $68,560.80 for marketing
services, plus reimbursement in an amount not to exceed $24,000 for travel costs;
and
2. Authorize the City Attorney to make non-substantive changes to the contract and
the Mayor to execute the agreement on behalf of the City.
Funds are available in Professional Other, Account No. 1104417-4309000, FY 2018-19.
Committee Recommendation
At a special meeting on May 22, 2018, the Marketing Committee unanimously voted to
recommend to the City Council that Ideapeddler be awarded the contract to provide marketing
services for the City.
Executive Summary
In late March, Staff issued a request for proposals (RFP) for marketing services in anticipation of
the expiration of the City's contract with H&L Partners on June 30, 2018. A total of 20 proposals
were received and each was thoroughly reviewed and evaluated by a committee of five. The top
three scoring agencies were asked to make presentations before the Marketing Committee at a
special meeting on May 22, 2018. At that meeting, the Committee unanimously recommended
contracting with Ideapeddler for marketing services for fiscal year 2018/19.
Background
For the past three years, H&L Partners of St. Louis, MO has provided marketing services for the
City. This comprised media buying, public relations, and creative services, including the creation
of the City's current "So Worth It" tourism ad campaign. H&L's contract was a one-year contract
with two one-year extensions. These extensions expire on June 30, 2018, necessitating that the
City solicit competitive proposals once more for marketing services.
June 28, 2018 — Staff Report
Award Marketing Contract to Ideapeddler
Page 2 of 4
In late March, Staff issued a request for proposals (RFP) for marketing services. The RFP
included two sections, one for creative services and the other for media buying services. Both of
these services were provided by H&L under the expiring contract. Separating the services in the
RFP allowed proposers to bid for one or both, depending on the strengths of each agency.
The RFP generated a total of 20 responses from agencies around the nation. The following chart
summarizes the agencies that submitted proposals and their proposed annual retainers. Agencies
that bid on the creative services portion of the RFP were asked to propose budgets in a
low/mid/high range. The retainer amounts listed below include creative services mid-level budget
amounts and media buying fees, where applicable.
Proposing for Both Creative Services and Media Buy:
Agency Proposed Retainer
Ad+genuity, Wayland, MA/ Mod Op, Los Angeles, CA $279,250
Cord Media, Palm Desert, CA $159,850
The Abbi Agency, Reno, NV $342,200
•
Blueprint Creative Group, Miami, FL $144,000
Desert Publications/Jones Agency, Palm Springs, CA $96,000
DVA Advertising, Bend, OR $272,500
•
H&L Partners, St. Louis, MO $181,000
.
Ideapeddler, Austin, TX $232,656
Magnum Integrated Services, Philadelphia, PA $110,000
Nemoi, Long Beach, CA $240,000
OMA (Off Madison Ave.), Phoenix, AZ $218,700
Strausberg, Santa Monica, CA $182,500
Proposing for Creative Services Only:
Agency Proposed Retainer
Arcana Academy, Reno, NV $86,400
Augustine, Roseville, CA $120,000
Brand Navigation, Rancho Mirage, CA $75,075
Industria Creative, New York, NY $90,000
•
The Morton Company, Redondo Beach, CA $100,000
We the Creative, Newport Beach, CA $75,000
Proposing for Media Buying Only:
Agency Proposed Retainer
CC Media, Palm Desert, CA $90,000
JNS NEXT, La Quinta, CA $120,000
A subcommittee reviewed all proposals and narrowed the field to three finalists based on the
following criteria:
• Qualifications of the Firm
• Management Approach
• Proposed Services
June 28, 2018 — Staff Report
Award Marketing Contract to Ideapeddler
Page 3 of 4
• Completeness of Response
The committee selected H & L Partners, The Morton Company, and Ideapeddler as the top three
agencies and requested presentations by each at a special Marketing Committee meeting on May
22, 2018. After receiving the presentations and engaging in extensive discussion, additional
research, and reference checking, the Marketing Committee voted unanimously (6-0) to
recommend contracting with Ideapeddler based on the agency's relevant experience, expertise,
familiarization with destination marketing, and their emphasis on measuring return on investment.
The decision to engage a new agency for the City's marketing was not an easy one for the
Marketing Committee. Ultimately, the Committee was swayed by Ideapeddler's passion for Palm
Desert, technical expertise, and their excellent references, including a strong recommendation
from Tourism New Mexico. The marketing field is complex and ever changing, and Ideapeddler
demonstrated a firm grasp of that shifting landscape. Their approach is strategic and data driven.
without losing sight of the emotional touch points that inspire our visitors to choose Palm Desert
as their vacation destination.
Ideapeddler is a full-service advertising agency specializing in destination marketing and offering
a variety of services including strategic counsel, online marketing research, both digital and
traditional advertising, as well as monitoring and analysis of advertising buys, pay-per-click and
search engine optimization. They will also provide monthly reports for each initiative and
recommend areas for improvement while making cost efficiency and effectiveness a priority.
Ideapeddler proposes a monthly service fee as a percentage of the total annual media budget. If
the budget is $500,000 or less, that figure is 1.166 percent. For a media budget in excess of
$500,000, that figure is 1.116 percent. The City's proposed marketing budget for FY 2018/19
includes $490,000 for its total annual media buy. This translates into a monthly service fee of
$5,713.40, which includes the following services:
• Strategic Planning
• Account/Brand Management
• Media management and reporting (placing ads, monitoring effectiveness, making
adjustments, etc.)
• Pay-Per-Click management, adjustments, and reporting
• Production and distribution of monthly e-newsletter
Hard costs associated with online advertising placement, search engine optimization (SEO), and
pay-per-click (PPC) will not be included in the monthly service fee and are included within the
marketing department's budget request for fiscal year 2018/19 under "media buys" at
approximately $421,000. The monthly service fee excludes travel costs, which are expected to
be no more than $24,000 for 6-8 visits to Palm Desert. These would be billed to the City by the
agency at cost. Because the agency fees are lower than what was paid in FY 17/18, more funds
will be available for the media buy without increasing the overall agency/media budget year over
year. Ideapeddler will offer creative and production services outside the scope of the contract at
an hourly or per project rate.
The difference between the proposed contract amount ($92,876) and Ideapeddler's proposed
retainer ($232,656) reflects the decision to contract specifically for media buying and services as
outlined in the RFP, consistent with past marketing services contracts. The RFP requested
June 28, 2018 — Staff Report
Award Marketing Contract to Ideapeddler
Page 4 of 4
proposed annual budgets for creative services in a low, medium, and high range, based on a
generalized scope of work. However, after conferring with colleagues and Marketing Committee
members, Staff has come to the conclusion that creative services at this point are best tackled
with a project-by-project approach. This is due in part to the fact that creative projects, (including
ads, rack cards, banners, signs, maps, brochures and social media graphics), will flow from the
new media plan. Because that media plan is yet to be created, it seems premature to attach a
price to these services without knowing exactly what the creative needs of the City will be.
Creative services provided by Ideapeddler will be approved on a project-by-project basis, in a
manner consistent with the City's purchasing ordinance.
The difference between the proposed contract amount ($92,876) and Ideapeddler's proposed
retainer ($232,656) reflects the decision to contract specifically for media buying and services as
outlined in the RFP, consistent with past marketing services contracts.
Staff is confident that Ideapeddler will provide exemplary services and results on behalf of the
City of Palm Desert and its marketing program. Staff joins the unanimous Marketing Committee
in recommending contracting with Ideapeddler for marketing services for a one year period, FY
2018/19, contract including two possible one-year extensions.
Fiscal Analysis
Approval of this contract would ensure continued exposure for Palm Desert as a tourism
destination in a variety of marketing/advertising venues. This contract would impact the general
fund by $92,560.80 exclusive of media buys, production, and creative expenses. Funds have
been budgeted in FY 2018/19 and are available in Account No. 1 1 0441 7-4309000.
LEGAL REVIEW DEPT. REVIEW FINANCIAL REVIEW I CITY MANAGER
<tiOr
Robert W. Martin Alvarez ,
Hargreaves Director of Economic net Lauri Aylaian
City Attorney Development Director of Finance City Manager
VENDOR: Cimin Ahmadi Cohen
Ideapeddler
PO Box 41928
Austin, TX 78704
ATTACHMENT: Proposal
Contract
CONTRACT NO. C37180
CITY OF PALM DESERT
PROFESSIONAL SERVICES AGREEMENT
MARKETING SERVICES
CITY OF PALM DESERT
PROFESSIONAL CONSULTANT SERVICES AGREEMENT
1. PARTIES AND DATE.
This Agreement is made and entered into this 28th day of June 2018, by and between
the City of Palm Desert, a municipal corporation, organized under the laws of the State of
California, with its principal place of business at 73-510 Fred Waring Drive, Palm Desert,
California, 92260 ("City") and Ideapeddler, LLC, a Texas Limited Liability Company with its
principal place of business at 3012 Corbin Lane, Austin TX 78704 ("Consultant"). City and
Consultant are sometimes individually referred to herein as "Party" and collectively as
"Parties."
2. RECITALS.
2.1 Consultant.
Consultant desires to perform and assume responsibility for the provision of certain
professional marketing consulting services required by the City on the terms and conditions
set forth in this Agreement. Consultant represents that it is experienced in providing
professional marketing consulting services to public clients, and is familiar with the plans of
City.
2.2 Project.
City desires to engage Consultant to render such professional marketing consulting
services for the City's tourism and general marketing ("Project") as set forth in this Agreement.
3. TERMS.
3.1 Scope of Services and Term.
3.1.1 General Scope of Services. Consultant promises and agrees to furnish
to the City all labor, materials, tools, equipment, services, and incidental and customary work
necessary to fully and adequately supply the professional marketing consulting services
necessary for the Project ("Services"). The Services are more particularly described in Exhibit
"A" attached hereto and incorporated herein by reference. All Services shall be subject to,
and performed in accordance with, this Agreement, the exhibits attached hereto and
incorporated herein by reference, and all applicable local, state and federal laws, rules and
regulations.
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3.1.2 Term. The term of this Agreement shall be from July 1, 2018 to June
30, 2019, unless earlier terminated as provided herein. The City shall have the unilateral
option, at its sole discretion, to renew this Agreement automatically for up to two consecutive
one-year terms by providing at least 60 days prior written notice. Consultant shall complete
the Services within the term of this Agreement, and shall meet any other schedules and
deadlines agreed upon the parties in writing.
3.2 Responsibilities of Consultant.
3.2.1 Independent Contractor; Control and Payment of Subordinates. The
Services shall be performed by Consultant or under its supervision. Consultant will determine
the means, methods and details of performing the Services subject to the requirements of
this Agreement. City retains Consultant on an independent contractor basis and not as an
employee. Consultant retains the right to perform similar or different services for others
during the term of this Agreement. Any additional personnel performing the Services under
this Agreement on behalf of Consultant shall also not be employees of City and shall at all
times be under Consultant's exclusive direction and control. Neither City, nor any of its
officials, officers, directors, employees or agents shall have control over the conduct of
Consultant or any of Consultant's officers, employees, or agents, except as set forth in this
Agreement. Consultant shall pay all wages, salaries, and other amounts due such personnel
in connection with their performance of Services under this Agreement and as required by
law. Consultant shall be responsible for all reports and obligations respecting such additional
personnel, including, but not limited to: social security taxes, income tax withholding,
unemployment insurance, disability insurance, and workers' compensation insurance.
3.2.2 Schedule of Services. Consultant shall perform the Services
expeditiously, within the term of this Agreement, and in accordance with the Schedule of
Services set forth in Exhibit "A" attached hereto and incorporated herein by reference.
Consultant represents that it has the professional and technical personnel required to perform
the Services in conformance with such conditions. In order to facilitate Consultant's
conformance with the Schedule, City shall respond to Consultant's submittals in a timely
manner. Upon request of City, Consultant shall provide a more detailed schedule of
anticipated performance to meet the Schedule of Services.
3.2.3 Conformance to Applicable Requirements. All work prepared by
Consultant shall be subject to the approval of City.
3.2.4 Substitution of Key Personnel. Consultant has represented to City that
certain key personnel will perform and coordinate the Services under this Agreement. Should
one or more of such personnel become unavailable, Consultant may substitute other
personnel of at least equal competence. In the event that City and Consultant cannot agree
as to the substitution of key personnel, City shall be entitled to terminate this Agreement upon
written notice. The key personnel for performance of this Agreement are as follows: Cimin
Ahmadi Cohen, Principal/Media Director; Ed Cohen, Senior Account Director/Creative
Strategist; Andrea Foertsch, Senior Art Director.
3.2.5 City's Representative. The City hereby designates Thomas Soule,
Tourism & Marketing Manager, or his/her designee, to act as its representative in all matters
pertaining to the administration and performance of this Agreement ("City's Representative").
Consultant shall not accept direction or orders from any person other than the City Manager,
City's Representative or his/her designee. City's Representative shall have the power to act
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on behalf of the City for review and approval of all products submitted by Consultant, but not
the authority to enlarge the Scope of Work or change the total compensation due to
Consultant under this Agreement. The City Manager shall be authorized to act on City's
behalf and to execute all necessary documents that increase the Scope of Work or change
the Consultant's total compensation, subject to the provisions contained in Section 3.3 of this
Agreement.
3.2.6 Consultant's Representative. Consultant hereby designates Cimin
Ahmadi Cohen, or her designee, to act as its representative for the performance of this
Agreement ("Consultant's Representative"). Consultant's Representative shall have full
authority to represent and act on behalf of the Consultant for all purposes under this
Agreement. The Consultant's Representative shall supervise and direct the Services, using
his/her best skill and attention, and shall be responsible for all means, methods, techniques,
sequences, and procedures and for the satisfactory coordination of all portions of the Services
under this Agreement.
3.2.7 Coordination of Services. Consultant agrees to work closely with City
staff in the performance of Services and shall be available to City's staff, consultants and
other staff as needed, given reasonable notice.
3.2.8 Standard of Care; Performance of Employees. Consultant shall perform
all Services under this Agreement in a skillful and competent manner, consistent with the
standards generally recognized as being employed by professionals in the same discipline in
the State of California. Consultant represents and maintains that it is skilled in the
professional calling necessary to perform the Services. Consultant warrants that all
employees and subconsultants shall have sufficient skill and experience to perform the
Services assigned to them. Finally, Consultant represents that it, its employees and
subconsultants have all licenses, permits, qualifications and approvals of whatever nature
that are legally required to perform the Services, and that such licenses and approvals shall
be maintained throughout the term of this Agreement. Consultant shall perform, at its own
cost and expense and without reimbursement from the City, any services necessary to correct
material errors or omissions which are caused by the Consultant's failure to comply with the
standard of care provided for herein. Any employee of the Consultant or its sub-consultants
who is determined by the City to be uncooperative, incompetent, a threat to the adequate or
timely completion of the Project, a threat to the safety of persons or property, or any employee
who fails or refuses to perform the Services in substantial accordance with this Agreement,
shall be promptly removed from the Project by the Consultant and shall not be re-employed
to perform any of the Services or to work on the Project.
3.2.9 Laws and Regulations. Consultant shall keep itself fully informed of and
in compliance with all local, state and federal laws, rules and regulations in any manner
affecting the performance of the Project or the Services, including all Cal/OSHA requirements,
and shall give all notices required by law. Consultant shall be liable for all violations of such
laws and regulations in connection with Services. If Consultant performs any work knowing
it to be contrary to such laws, rules and regulations, Consultant shall be solely responsible
for all costs arising therefrom. Consultant shall defend, indemnify and hold City, its officials,
directors, officers, employees, agents, and volunteers free and harmless, pursuant to the
indemnification provisions of this Agreement, from any claim or liability arising out of any
failure or alleged failure to comply with such laws, rules or regulations.
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3.2.10 Warranty Disclaimer. EXCEPT FOR THE EXPRESS WARRANTIES
HEREIN, CONSULTANT MAKES NO WARRANTIES WHATSOEVER. CONSULTANT
EXPRESSLY DISCLAIMS ANY OTHER WARRANTIES OF ANY KIND, EITHER EXPRESS OR
IMPLIED. CONSULTANT DOES NOT GUARANTEE ANY SPECIFIC RESULTS OR THAT THE
SERVICES PROVIDED HEREUNDER WILL BE ERROR FREE OR UNINTERRUPTED.
3.2.11 Insurance.
Consultant shall not commence work under this Agreement until it has provided evidence
satisfactory to the City that it has secured all insurance required under this section. In
addition, Consultant shall not allow any subconsultant to commence work on any subcontract
until it has provided evidence satisfactory to the City that the subconsultant has secured all
insurance required under this section.
Without limiting Consultant's indemnification of City, and prior to commencement of Work,
Consultant shall obtain, provide and maintain at its own expense during the term of this
Agreement, policies of insurance of the type and amounts described below and in a form that is
satisfactory to City.
General Liability Insurance. Consultant shall maintain commercial general liability insurance
with coverage at least as broad as Insurance Services Office form CG 00 01, in an amount not
less than $1,000,000 per occurrence, $2,000,000 general aggregate, for bodily injury, personal
injury, and property damage. The policy must include contractual liability that has not been
amended. Any endorsement restricting standard ISO "insured contract" language will not be
accepted.
Automobile Liability Insurance. Consultant shall maintain automobile insurance at least as
broad as Insurance Services Office form CA 00 01 covering bodily injury and property damage
for all activities of the Consultant arising out of or in connection with Work to be performed under
this Agreement, including coverage for any owned, hired, non-owned or rented vehicles, in an
amount not less than $1,000,000 combined single limit for each accident.
Workers' Compensation Insurance. Consultant shall maintain Workers' Compensation
Insurance (Statutory Limits) and Employer's Liability Insurance (with limits of at least$1,000,000).
Consultant shall submit to City, along with the certificate of insurance, a Waiver of Subrogation
endorsement in favor of the City of Palm Desert, its officers, agents, employees and volunteers.
Umbrella or Excess Liability Insurance.
Consultant may opt to utilize umbrella or excess liability insurance in meeting insurance
requirements. In such circumstances, Consultant may obtain and maintain an umbrella or excess
liability insurance policy with limits that will provide bodily injury, personal injury and property
damage liability coverage at least as broad as the primary coverages set forth above, including
commercial general liability and employer's liability. Such policy or policies shall include the
following terms and conditions:
• A drop down feature requiring the policy to respond if any primary insurance that would
otherwise have applied proves to be uncollectible in whole or in part for any reason;
• Pay on behalf of wording as opposed to reimbursement;
• Concurrency of effective dates with primary policies; and
• Policies shall "follow form" to the underlying primary policies.
• Insureds under primary policies shall also be insureds under the umbrella or excess
policies.
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OTHER PROVISIONS OR REQUIREMENTS
Proof of Insurance. Consultant shall provide certificates of insurance to City as evidence of the
insurance coverage required herein, along with a waiver of subrogation endorsement for workers'
compensation. Insurance certificates and endorsements must be approved by City's Risk
Manager prior to commencement of performance. Current certification of insurance shall be kept
on file with City at all times during the term of this contract. City reserves the right to require
complete, certified copies of all required insurance policies, at any time.
Duration of Coverage. Consultant shall procure and maintain for the duration of the contract
insurance against claims for injuries to persons or damages to property, which may arise from or
in connection with the performance of the Work hereunder by Consultant, his/her agents,
representatives, employees or subconsultants.
Primary/Non-Contributing. Coverage provided by Consultant shall be primary and any
insurance or self-insurance procured or maintained by City shall not be required to contribute with
it. The limits of insurance required herein may be satisfied by a combination of primary and
umbrella or excess insurance. Any umbrella or excess insurance shall contain or be endorsed to
contain a provision that such coverage shall also apply on a primary and non-contributory basis
for the benefit of City before the City's own insurance or self-insurance shall be called upon to
protect it as a named insured.
City's Rights of Enforcement. In the event any policy of insurance required under this
Agreement does not comply with these specifications, or is canceled and not replaced, City has
the right, but not the duty, to obtain the insurance it deems necessary and any premium paid by
City will be promptly reimbursed by Consultant, or City will withhold amounts sufficient to pay
premium from Consultant payments. In the alternative, City may cancel this Agreement.
Acceptable Insurers. All insurance policies shall be issued by an insurance company currently
authorized by the Insurance Commissioner to transact business of insurance or is on the List of
Approved Surplus Line Insurers in the State of California, with an assigned policyholders' Rating
of A- (or higher) and Financial Size Category Class VII (or larger) in accordance with the latest
edition of Best's Key Rating Guide, unless otherwise approved by the City's Risk Manager.
Waiver of Subrogation. All insurance coverage maintained or procured pursuant to this
agreement shall be endorsed to waive subrogation against the City of Palm Desert, its elected or
appointed officers, agents, officials, employees and volunteers, or shall specifically allow
Consultant or others providing insurance evidence in compliance with these specifications to
waive their right of recovery prior to a loss. Consultant hereby waives its own right of recovery
against the City of Palm Desert, its elected or appointed officers, agents, officials, employees and
volunteers, and shall require similar written express waivers and insurance clauses from each of
its sub-contractors.
Enforcement of Contract Provisions (non estoppel). Consultant acknowledges and agrees
that any actual or alleged failure on the part of the City to inform Consultant of non-compliance
with any requirement imposes no additional obligations on the City nor does it waive any rights
hereunder.
Requirements Not Limiting. Requirements of specific coverage features or limits contained in
this Section are not intended as a limitation on coverage, limits or other requirements, or a waiver
of any coverage normally provided by any insurance. Specific reference to a given coverage
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feature is for purposes of clarification only as it pertains to a given issue and is not intended by
any party or insured to be all inclusive, or to the exclusion of other coverage, or a waiver of any
type. If the Consultant maintains higher limits than the minimums shown above, the City requires
and shall be entitled to coverage for the higher limits maintained by the Consultant. Any available
insurance proceeds in excess of the specified minimum limits of insurance and coverage shall be
available to the City.
Notice of Cancellation. Consultant agrees to oblige its insurance agent or broker and insurers
to provide to City with a thirty (30) day notice of cancellation (except for nonpayment for which a
ten (10) day notice is required) or nonrenewal of coverage for each required coverage.
Additional Insured Status. General and automobile liability policies shall provide or be endorsed
to provide that the City of Palm Desert and its officers, officials, employees, agents, and volunteers
shall be additional insureds under such policies. This provision shall also apply to any
excess/umbrella liability policies.
Prohibition of Undisclosed Coverage Limitations. None of the coverages required herein will
be in compliance with these requirements if they include any limiting endorsement of any kind
that has not been first submitted to City and approved of in writing.
Separation of Insureds.A severability of interests provision must apply for all additional insureds
ensuring that Consultant's insurance shall apply separately to each insured against whom claim
is made or suit is brought, except with respect to the insurer's limits of liability. The policy(ies)
shall not contain any cross-liability exclusions.
Pass Through Clause. Consultant agrees to ensure that its sub-consultants, sub-contractors,
and any other party involved with the project who is brought onto or involved in the project by
Consultant, provide the same minimum insurance coverage and endorsements required of
Consultant. Consultant agrees to monitor and review all such coverage and assumes all
responsibility for ensuring that such coverage is provided in conformity with the requirements of
this section. Consultant agrees that upon request, all agreements with consultants, sub-
contractors, and others engaged in the project will be submitted to City for review.
City's Right to Revise Specifications. The City reserves the right at any time during the term of
the contract to change the amounts and types of insurance required by giving the Consultant
ninety (90) days advance written notice of such change. If such change results in substantial
additional cost to the Consultant, the City and Consultant may renegotiate Consultant's
compensation.
Self-Insured Retentions. Any self-insured retentions must be declared to and approved by City.
City reserves the right to require that self-insured retentions be eliminated, lowered, or replaced
by a deductible. Self-insurance will not be considered to comply with these specifications unless
approved by City.
Timely Notice of Claims. Consultant shall give City prompt and timely notice of claims made or
suits instituted that arise out of or result from Consultant's performance under this Agreement,
and that involve or may involve coverage under any of the required liability policies.
Additional Insurance. Consultant shall also procure and maintain, at its own cost and
expense, any additional kinds of insurance, which in its own judgment may be necessary
for its proper protection and prosecution of the Work.
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Safety. Consultant shall execute and maintain its work so as to avoid injury or damage
to any person or property. In carrying out its Services, the Consultant shall at all times
be in compliance with all applicable local, state and federal laws, rules and regulations,
and shall exercise all necessary precautions for the safety of employees appropriate to
the nature of the work and the conditions under which the work is to be performed.
3.3 Fees and Payments.
3.3.1 Compensation. Consultant shall receive compensation, including
authorized reimbursements, for all Services rendered under this Agreement at the rates set
forth in Exhibit "B" attached hereto and incorporated herein by reference. Based on an
approved annual media budget of $490,000, the total compensation shall not exceed sixty-
eight thousand, five hundred and sixty-one dollars ($68,561) without authorization of the City
Council or City Manager, as applicable, per the Palm Desert Municipal Code. Extra Work
may be authorized, as described below, and if authorized, will be compensated at an hourly
rate of two-hundred and twenty-five dollars ($225).
3.3.2 Payment of Compensation. Consultant shall submit to City a monthly
invoice which indicates work completed and hours of Services rendered by Consultant. The
invoice shall describe the amount of Services provided since the initial commencement date,
or since the start of the subsequent billing periods, as appropriate, through the date of the
invoice. City shall, within 30 days of receiving such invoice, review the invoice and pay all
non-disputed and approved charges thereon. If the City disputes any of Consultant's fees,
the City shall give written notice to Consultant within thirty (30) days of receipt of an invoice
of any disputed fees set forth therein.
3.3.3 Reimbursement for Expenses. Consultant shall not be reimbursed for
any expenses unless authorized in writing by City, or included in Exhibit "B" of this Agreement.
3.3.4 Extra Work. At any time during the term of this Agreement, City may
request that Consultant perform Extra Work. As used herein, "Extra Work" means any work
which is determined by City to be necessary for the proper completion of the Project, but
which the Parties did not reasonably anticipate would be necessary at the execution of this
Agreement. Consultant shall not perform, nor be compensated for, Extra Work without
authorization from the City Council or City Manager, as applicable, per the Palm Desert
Municipal Code. Extra Work shall be memorialized by a memorandum of agreement.
3.3.5 Rate Increases. In the event that this Agreement is renewed pursuant
to Section 3.1.2, the rate set forth in Exhibit "B" may be adjusted each year at the time of
renewal as set forth in Exhibit "B."
3.4 Accounting Records.
3.4.1 Maintenance and Inspection. Consultant shall maintain complete and
accurate records with respect to all costs and expenses incurred under this Agreement. All
such records shall be clearly identifiable. Consultant shall allow a representative of City
during normal business hours to examine, audit, and make transcripts or copies of such
records and any other documents created pursuant to this Agreement. Consultant shall allow
inspection of all work, data, documents, proceedings, and activities related to the Agreement
for a period of one (1) year from the date of final payment under this Agreement.
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3.5 General Provisions.
3.5.1 Termination of Agreement.
3.5.1.1 Grounds for Termination.
A. City may, by written notice to Consultant, terminate the whole or any part of
this Agreement at any time and without cause by giving written notice to Consultant of
such termination, and specifying the effective date thereof, at least thirty (30) days
before the effective date of such termination. Upon termination, Consultant shall be
compensated only for those services which have been adequately rendered to City,
and Consultant shall be entitled to no further compensation.
B. Consultant may terminate this Agreement upon written notice i) if the City
breaches any of the terms of this Agreement or ii) if the monthly fee payable by the
City falls below $4000.
3.5.1.2 Effect of Termination. If this Agreement is terminated as
provided herein, City may require Consultant to provide all finished or unfinished Work
Product and other information of any kind prepared by Consultant in connection with the
performance of Services under this Agreement. Consultant shall be required to provide such
document and other information within fifteen business (15) days of the request.
3.5.1.3 Additional Services. In the event this Agreement is terminated
in whole or in part as provided herein, City may procure, upon such terms and in such manner
as it may determine appropriate, services similar to those terminated.
3.5.2 Delivery of Notices. All notices permitted or required under this
Agreement shall be given to the respective parties at the following address, or at such other
address as the respective parties may provide in writing for this purpose:
Consultant: Ideapeddler
P.O. Box 41928
Austin, TX 78704
ATTN: Cimin Ahmadi Cohen
City: City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92260
ATTN: Thomas Soule, Tourism & Marketing Manager
Such notice shall be deemed made when personally delivered or when mailed, forty-
eight (48) hours after deposit in the U.S. Mail, first class postage prepaid and addressed to
the party at its applicable address. Actual notice shall be deemed adequate notice on the
date actual notice occurred, regardless of the method of service.
3.5.3 Ownership of Materials and Confidentiality.
3.5.3.1 Work Product. Upon payment of all amounts owed under this
Agreement, all records, papers, reports, computer programs, strategies, documents,
opinions, evaluations, ideas, technical data, products, services, processes, procedures
and/or interpretations that Consultant develops solely and exclusively for the City in relation
to providing Services to City (collectively, the "Work Product") will be considered the City's
8
CONTRACT NO. C37180
sole property. Notwithstanding anything to the contrary in this Agreement, this Agreement
does not give the City any ownership interest: (i) in Consultant's proprietary information, or
processes that it uses with respect to other clients; or (ii) in any third party products (e.g.
software) that Consultant uses in developing its work product. Consultant will b acquiring
ownership interest or other appropriate rights, including copyrights, trade secret, patent and
other intellectual property rights, with respect to any copy, photograph, advertisement, music,
lyrics, or other work or thing created by Consultant or at Consultant's direction for the City
under this Agreement and utilized solely by the City. .
3.5.3.2 Confidentiality. All ideas, memoranda, specifications, plans,
procedures, drawings, descriptions, computer program data, input record data, written
information, and other Work Product either created by or provided to Consultant in connection
with the performance of this Agreement shall be held confidential by Consultant. Such
materials shall not, without the prior written consent of City, be used by Consultant for any
purposes other than the performance of the Services. Nor shall such materials be disclosed
to any person or entity not connected with the performance of the Services or the Project.
Nothing furnished to Consultant which is otherwise known to Consultant or is generally
known, or has become known, to the related industry shall be deemed confidential.
Consultant shall not use City's name or insignia, photographs of the Project, or any publicity
pertaining to the Services or the Project in any magazine, trade paper, newspaper, television
or radio production or other similar medium without the prior written consent of City.
3.5.4 Cooperation; Further Acts. The Parties shall fully cooperate with one
another, and shall take any additional acts or sign any additional documents as may be
necessary, appropriate, or convenient to attain the purposes of this Agreement.
3.5.5 Attorney's Fees. If either party commences an action against the other
party, either legal, administrative or otherwise, arising out of or in connection with this
Agreement, the prevailing party in such litigation shall be entitled to have and recover from
the losing party reasonable attorney's fees and all other costs of such action.
3.5.6 Indemnification.
3.5.6.1 Scope of Indemnity. To the fullest extent permitted by
law, Consultant shall defend, indemnify and hold the City, its directors, officials, officers,
employees, volunteers and agents free and harmless from any and all claims, demands,
causes of action, costs, expenses, liability, loss, damage or injury of any kind, in law or equity,
to property or persons, including wrongful death, in any manner arising out of, pertaining to,
or incident to any alleged acts, errors or omissions, or willful misconduct of Consultant, its
officials, officers, employees, subcontractors, consultants or agents in connection with the
performance of the Consultant's Services, the Project or this Agreement, including without
limitation the payment of all consequential damages, expert witness fees and attorneys fees
and other related costs and expenses. Notwithstanding the foregoing, to the extent
Consultant's Services are subject to Civil Code Section 2782.8, the above indemnity shall be
limited, to the extent required by Civil Code Section 2782.8, to claims that arise out of, pertain
to, or relate to the negligence, recklessness, or willful misconduct of the Consultant.
3.5.6.2 Additional Indemnity Obligations. To the fullest extent
permitted by law, Consultant shall defend, with counsel of City's choosing and at Consultant's
own cost, expense and risk, any and all claims, suits, actions or other proceedings of every
kind covered by Section 3.5.6.1 that may be brought or instituted against City or its directors,
9
CONTRACT NO. C37180
officials, officers, employees, volunteers and agents. Consultant shall pay and satisfy any
judgment, award or decree that may be rendered against City or its directors, officials,
officers, employees, volunteers and agents as part of any such claim, suit, action or other
proceeding. Consultant shall also reimburse City for the cost of any settlement paid by City
or its directors, officials, officers, employees, agents or volunteers as part of any such claim,
suit, action or other proceeding. Such reimbursement shall include payment for City's
attorney's fees and costs, including expert witness fees. Consultant shall reimburse City and
its directors, officials, officers, employees, agents, and/or volunteers, for any and all legal
expenses and costs incurred by each of them in connection therewith or in enforcing the
indemnity herein provided. Consultant's obligation to indemnify shall not be restricted to
insurance proceeds, if any, received by the City, its directors, officials officers, employees,
agents, or volunteers.
3.5.7 Entire Agreement. This Agreement contains the entire Agreement of
the parties with respect to the subject matter hereof, and supersedes all prior negotiations,
understandings or agreements. This Agreement may only be modified by a writing signed by
both parties.
3.5.8 Governing Law. This Agreement shall be governed by the laws of the
State of California. Venue shall be in Riverside County.
3.5.9 Time of Essence. Time is of the essence for each and every provision
of this Agreement.
3.5.10 City's Right to Employ Other Consultants. City reserves right to employ
other consultants in connection with this Project.
3.5.11 Successors and Assigns. This Agreement shall be binding on the
successors and assigns of the parties.
3.5.12 Assignment or Transfer. Consultant shall not assign, hypothecate, or
transfer, either directly or by operation of law, this Agreement or any interest herein without
the prior written consent of the City. Any attempt to do so shall be null and void, and any
assignees, hypothecates or transferees shall acquire no right or interest by reason of such
attempted assignment, hypothecation or transfer.
3.5.13 Construction; References; Captions. Since the Parties or their agents
have participated fully in the preparation of this Agreement, the language of this Agreement
shall be construed simply, according to its fair meaning, and not strictly for or against any
Party. Any term referencing time, days or period for performance shall be deemed calendar
days and not work days. All references to Consultant include all personnel, employees,
agents, and subconsultants of Consultant, except as otherwise specified in this Agreement.
All references to City include its elected officials, officers, employees, agents, and volunteers
except as otherwise specified in this Agreement. The captions of the various articles and
paragraphs are for convenience and ease of reference only, and do not define, limit, augment,
or describe the scope, content, or intent of this Agreement.
3.5.14 Amendment; Modification. No supplement, modification, or amendment
of this Agreement shall be binding unless executed in writing and signed by both Parties.
10
CONTRACT NO. C37180
3.5.15 Waiver. No waiver of any default shall constitute a waiver of any other
default or breach, whether of the same or other covenant or condition. No waiver, benefit,
privilege, or service voluntarily given or performed by a Party shall give the other Party any
contractual rights by custom, estoppel, or otherwise.
3.5.16 No Third-Party Beneficiaries. There are no intended third party
beneficiaries of any right or obligation assumed by the Parties.
3.5.17 Invalidity,_Severability. If any portion of this Agreement is declared
invalid, illegal, or otherwise unenforceable by a court of competent jurisdiction, the remaining
provisions shall continue in full force and effect.
3.5.18 Prohibited Interests. Consultant maintains and warrants that it has not
employed nor retained any company or person, other than a bona fide employee working
solely for Consultant, to solicit or secure this Agreement. Further, Consultant warrants that it
has not paid nor has it agreed to pay any company or person, other than a bona fide employee
working solely for Consultant, any fee, commission, percentage, brokerage fee, gift or other
consideration contingent upon or resulting from the award or making of this Agreement. For
breach or violation of this warranty, City shall have the right to rescind this Agreement without
liability. For the term of this Agreement, no member, officer or employee of City, during the
term of his or her service with City, shall have any direct interest in this Agreement, or obtain
any present or anticipated material benefit arising therefrom.
3.5.19 Equal Opportunity Employment. Consultant represents that it is an
equal opportunity employer and it shall not discriminate against any subconsultant, employee
or applicant for employment because of race, religion, color, national origin, handicap,
ancestry, sex, or age. Such non-discrimination shall include, but not be limited to, all activities
related to initial employment, upgrading, demotion, transfer, recruitment or recruitment
advertising, layoff or termination.
3.5.20 Labor Certification. By its signature hereunder, Consultant certifies that
it is aware of the provisions of Section 3700 of the California Labor Code which require every
employer to be insured against liability for Worker's Compensation, or to undertake self-
insurance in accordance with the provisions of that Code and agrees to comply with such
provisions before commencing the performance of the Services.
3.5.21 Authority to Enter Agreement. Consultant has all requisite power and
authority to conduct its business and to execute, deliver, and perform the Agreement. Each
Party warrants that the individuals who have signed this Agreement have the legal power,
right, and authority to make this Agreement and bind each respective Party.
3.5.22 Counterparts. This Agreement may be signed in counterparts, each of
which shall constitute an original.
3.6 Subcontracting.
3.6.1 Prior Approval Required. Consultant shall not subcontract any portion
of the work required by this Agreement, except as expressly stated herein, without prior
written approval of City. Subcontracts, if any, shall contain a provision making them subject
to all provisions stipulated in this Agreement.
11
CONTRACT NO. C37180
3.7 Limited Liability. EXCEPT FOR INDEMNIFICATION OBLIGATIONS DUE
TO LIABILITIES TO THIRD PARTIES, NOTWITHSTANDING ANY PROVISION
CONTAINED IN THIS AGREEMENT TO THE CONTRARY, NO PARTY TO THIS
AGREEMENT WILL BE LIABLE TO ANY OTHER PARTY TO THIS AGREEMENT FOR
ANY INCIDENTAL, INDIRECT, SPECIAL, CONSEQUENTIAL OR PUNITIVE DAMAGES
(INCLUDING DAMAGES FOR LOSS OF USE, POWER, BUSINESS GOOD WILL,
REVENUE OR PROFIT, NOR FOR INCREASED EXPENSES, OR BUSINESS
INTERRUPTION) ARISING OUT OF OR RELATED TO THE PERFORMANCE OR NON
PERFORMANCE OF THIS AGREEMENT UNLESS THE DAMAGES AROSE DUE TO A
PARTY'S GROSS NEGLIGENCE OR WILLFUL BREACH OF THIS AGREEMENT. THE
FOREGOING SHALL NOT LIMIT THE CITY'S PAYMENT OBLIGATIONS UNDER
SECTION 3.3. EXCEPT FOR INDEMNIFICATION OBLIGATIONS, CONSULTANT'S
AGGREGATE, CUMULATIVE LIABILITY UNDER THIS AGREEMENT WILL NOT
EXCEED THE TOTAL AMOUNT OF FEES PAID BY THE CITY HEREUNDER OR, WITH
RESPECT TO ANY SINGLE INCIDENT, THE AMOUNT PAID BY THE CITY
HEREUNDER IN THE THREE MONTHS PRECEDING THE INCIDENT.
[SIGNATURES ON NEXT PAGE]
12
CONTRACT NO. C37180
SIGNATURE PAGE TO
PROFESSIONAL SERVICES AGREEMENT BY AND
BETWEEN THE CITY OF PALM DESERT AND
IDEAPEDDLER
CITY OF PALM DESERT IDEAPEDDLER, LLC
By: _ By:
Sabby Jonathan Cimin Ahmadi Cohen
Mayor Principal
Attest:
Rachelle D. Klassen
City Clerk
Approved as to Form:
Best Best & Krieger LLP
City Attorney
13
CONTRACT NO. C37180
EXHIBIT "A"
SCOPE OF SERVICES
Digital
• Develop and execute a Search Engine Optimization (SEO) strategy for the City's
tourism website. Analyze results, optimize based on those results, and report results
monthly.
• Develop, manage and deploy a monthly e-newsletter including design, content
development, database management, distribution, segmentation, tracking, and
optimizations.
• Provide strategic counsel toward furthering the synergy among owned media
channels, including website, social media and e-newsletter.
Media Plan
• Develop an annual budget that includes a comprehensive, strategic and diversified
media plan and account management that promotes Palm Desert to its target
audiences, in accordance with direction provided by the City. This media plan is to
include both digital and traditional media, encompassing both the City's tourism (out
of market) ad campaign and its in-market advertising for local community events
such as First Weekend and Concerts in the Park. This media plan should
demonstrate maximum efficiency of spend and a clear ability to measure return on
investment (ROI).
• Negotiate, schedule and maintain media buys in accordance with the approved
media plan. Ensure that all work performed on behalf of the City is billed to the City
at net amounts.
• Provide media administrative services including, but not limited to, record keeping;
flowcharts; budget recaps; billing; processing payment; maintaining media buy
schedules; buy confirmations; tracking make goods and credits; trafficking of
creative materials.
• Attend quarterly Marketing Committee meetings to present reports as needed
(minimum of one per year).
• Evaluate up to 12 media proposals submitted to the City and issue
recommendations based on cost, validity, and perceived benefits to the
marketing/advertising objectives of the City.
• Provide monthly and quarterly reports summarizing project activities and
achievements of all services outlined in this scope of work.
• Submit detailed invoices to include the projects and services worked on or
completed with supporting documentation for the previous month's activities.
• For any other services not specified in this Agreement, for which the City Manager or
designee has provided advance written approval, the City will pay the agreed upon
Agency fee. Agency shall provide documentation to the City supporting all expenses
incurred in furnishing these other services.
To the extent consistent with the City-approved Media Plan, the City appoints Consultant as
the City's exclusive advertising agency in connection with the media placements described
14
CONTRACT NO. C37180
above. The City authorizes Consultant to execute agreements in the City's name and on the
City's behalf to the limited extent that the contracts directly relate to the Services. The City
acknowledges that any third party that receives a copy of this Agreement may rely on
Consultant's authority to execute the agreements referenced in the preceding sentence on
the City's behalf, and any revocation of this authority is not effective as to a third party until
that third party receives actual notice of the revocation. Even if Consultant does not execute
agreements in the name of and/or on behalf of the City, if Consultant executes an agreement
with a third party for the benefit of the City as part of the Services, the City is ultimately liable
for such agreement. Consultant shall fully indemnify City for any liability deriving from
contracts entered into on City behalf that are not consistent with the City-approved Media
Plan.
15
CONTRACT NO. C37180
EXHIBIT "B"
COMPENSATION
Annual Media Budget Monthly Fee
0- $500,000 1.166% of Media Budget
$500,001 or more 1.116% of Media Budget
The CITY will pay CONSULTANT a monthly retainer of $5,713.40 for services as outlined in
Exhibit "A," in an amount not to exceed $68,560.80.
In the event more than five revisions are requested to the final annual media plan, CITY shall
pay CONSULTANT an additional incremental fee in the amount of $1,500 for each such
revision. A revision shall include any of the following:
a) Plan change that requires a budget adjustment (incremental or budget cut) of 10%
or more;
b) Additional markets or DMA's required to be added or removed from the plan;
c) A change of more than 10% in the media mix; or
d) A publisher or vendor added or removed from the plan after contracts have been
issued, with the exception of reasonable digital optimization per the CONSULTANT
advisement in monthly analytics reporting.
Travel expenses in an annual amount not to exceed $24,000 for visits to Palm Desert required
to fulfill the scope of work will be reimbursed by the CITY to the CONSULTANT at cost. Travel
costs will be reimbursed for travel and lodging when such travel is authorized in advance by
the City's representative and is completed in a cost-effective manner, generally consistent
with the City's travel and expense reimbursement policy. Travel costs should not exceed the
per diem rates on a daily basis, as provided by the General Services Administration (GSA)
website. Consultant shall fly coach class on the lowest cost flight(s) available for the most
direct route to the final destination, which could reasonably include scheduled layovers of 1.5
to 2 hours along the route.
All invoices for media, travel, or other approved expenses as outlined in this agreement shall
be due within 30 days of the invoice date.
16
CITY OF PALM DESERT MARKETING RFP
SUBMISSION BY: IDEAPEDDLER
APRIL 18, 2018
idea
eccler
TABLE OF CONTENTS
SECTION 1 //Why Palm Desert? page 2
SECTION 2 // Who We Are page 3
SECTION 3// Our Philosophy page 4
SECTION 4 // Relevant Work Experience page 5
SECTION 5// Our Process: Media page 11
SECTION 6// Our Process: Creative page 13
SECTION 7 II Our Process: Account Management page 14
SECTION 8 //The Scope: What We Should Do for You page 15
SECTION 9 II Our Strategy for Palm Desert page 16
SECTION 10 // Media Cost Out page 18
SECTION 11 // Creative Cost Out page 19
SECTION 12 // Logistics page 20
SECTION 13 // References page 21
SECTION 1 // Why Palm Desert? 2
W4/1 93'44 Peient?'
I fell in love with Palm Desert at an early age. It was a by walking down El Paseo and seeing how a place can
frequent and beloved destination of our family, as my transform how you feel about yourself entirely. My
grandparents had a home there for many, many years. grandmother gave us great gifts by teaching us about art
Palm Desert signaled a time of respite, of being with and culture during our time with her there, attending the
family and having laughs and experiences I would never theater and strolling through galleries. My favorite spot
forget.The occasion was always marked when we'd drive had to be The Living Desert,which I visited so often that I
into town with the windows down, the night desert memorized the tour—I eventually worked my way up to
breeze carrying the scent of jasmine through the car. being invited to sit next to the guide in the trams as he
Then the pink walls of Marrakesh would rise up, going on graciously let me parrot his routine, reciting every line by
forever until we finally entered the gates and turned into heart.
to their garden home, which backed up to the golf course Now that I have my own family, it's clear what a
and a view of the mountains. So many beautiful magical place Palm Desert is for multi-generational
memories of mine take place in Palm Desert: Rolling travel. The Southern California desert has transformed in
down the putting green hill with my sister to the back the decades since I was a kid,and it's now even easier for
patio door of my grandmother's house. Staring up at the families to start,extend,or end a vacation in Palm Desert.
San Jacinto mountains, always dreaming of taking the I'm passionate about helping Palm Desert extend the
tramway. Lying in the sun by the pool and gazing up at reach of its campaigns to invite visitors to experience its
the impossibly tall and perfect palm trees. beauty and make memories that really do last a lifetime.
I learned how to fine dine at the best restaurants
in Palm Desert. I fell in love with the idea of shopping just
SECTION 2 // Who We Are IDEAPEDDLER, LLC
P.O. Box 41928
Cimin Ahmadi Cohen Austin, Texas 78704
Principal//Media Director
` ° T: 512.940.3642 E:ciminc@ideapeddler.com
•
Principal and Media Director, Ideapeddler, 2015 to present; Associate Media Director,
Starcom MediaVest Group, 2013 to 2015; Media Supervisor, Mindshare Worldwide/Group
M, 2011 to 2013; Senior Account Manager, Spiceworks LLC, 2009 to 2011; Media Associate,
Starcom MediaVest Group, 2008 to 2009
Ed Cohen
Senior Account Director//Creative Strategist
T: 773.544.7588 E: ed;a:ideapeddler.com
Senior Account Director, Ideapeddler, 2016 to present; Chief Marketing Officer, Nine Banded
Whiskey, 2015 to 2018; Chief Marketing Officer, Angel Fire, 2014 to 2015; Vice President of
f Marketing, Gatti's Pizza, 2006 to 2009; Managing Director, Fusion 5, 2002 to 2004; Market
t Director, MKTG,1996 to 2002
Andrea Foertsch
°,,, Senior Art Director
T: 312.593.1313 E: andrea'a ideapeddler.com
Art Director, Minding Your Business, Inc., 2006 to 2018; Manager of Creative Services, NCH
Marketing Services, 2002 to 2006; Associate Marketing Manager, Amtrak, 1999 to 2000; Client
Service Manager,The Sunflower Group,1996 to 1999
SECTION 3 // Our Philosophy 4
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Raised on social, rooted in traditional. Thinkers and doers sit at the same table. We break the
traditional agency mold—everyone takes personal responsibility for their role and deliverables.
:: We start with the consumer. :: We treat your brand like it's our own.
We use data and human understanding to get to We never half-step. We do things the right way or
the hearts and minds of your visitors. We use not at all. We invest your dollars like they're our
research to illuminate the way and to surprise and own, because we know that government funding
delight guests. means that we're accountable to every taxpayer.
We only put you in the best light, with the best
placements, so all of our work is something we're
proud to showcase as having produced.
11111111*
.: We drive growth.
We measure everything and make meaningful, real-
:: We bring everyone on board. time optimizations along the way to ensure your
Adding teams to an evolving campaign requires a dollars go further. We put heads in beds. We are
focused on the real problems destinations face: not
nuanced approach. We are skilled marketing
leaders who thoughtfully listen to department just branding, but moving the needle in visitor
spending,overnight stays, and hotel occupancy.
heads to ensure that macro messaging meets
individual tactical needs.
SECTION 4 // Relevant Work Experience / Technical Competencies 5
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Project Details
Plan and negotiate all paid media efforts on a
4,..... 01,
national, local, and regional scale across all media
channels for the state of New Mexico. Work to gain
maximum efficiency with the state's limited ad dollars
to correct the misperception that New Mexico is a dry,
barren desert with nothing to do.
Negotiations: Regularly achieve between 20-40% price 1,1110140.
advantage off rate card for clients based on rigorous
negotiation process and well-fostered relationships. , -
:: 17% improvement in YoY CPMs achieved for 44. ' �;
Vitd4114
NMTD in national and local print
:: Negotiated 54% off of rate card for premium
airport placements in Chicago
:: 35% increase in digital impressions while
simultaneously shifting plan from banners to
premium inventory video
SECTION 4 // Relevant Work Experience / Technical Competencies 6
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Project Details newmexicotrue
Video Campaigns: Deploy high-level brand awareness NEW MEK. II 1,166 posts e9.Ak followers 89 following
New Mexico True A haven far the unexpected.A plan for those who seek to follow
campaigns through cross-channel video placement on their own path Here,every true adventure feeds the cool NNewMexiWTRUE
newmexlea.arp
premium, geo-targeted networks including Hulu, NBC
Universal, and local cable buys, as well as cable video-
on-demand and over-the-top.
Social Campaigns: Manage and execute paid and
owned social posting for New Mexico Tourism,delivering robust robust engagement and CTRs on paid
posts, driving qualified leads at efficient cost-per-
acquisition rates, and growing the state's Instagram
following by 2x in just one year without spending a Atit
cent. f
NEW MEX
IlitMir.:
Search Campaigns: AdWords certified. Oversee ally IN
search engine marketing for New Mexico Tourism
programs. Implemented and managed SEM marketing
for Sunrise Springs Resort in Santa Fe, New Mexico,
where we drove over 33% of their online traffic across
39,000 clicks and 3.6MM impressions.
SECTION 4 // Relevant Work Experience/ Technical Competencies 7
piyeettlicatetruitt: 41,0-- filocke- Th tri402 24 € ter
NMTD FY17 Spring Summer Campaign Launch Status Report-24 hour launch report
Project Details
Dye Status
Video
Q/A and Results Analysis: Work with best-in- NCC Media • Confirmed fcnlaunch
Hulu • Confirmed full launch
VouTube 0 Confirmed full launch
class verification partners like MOAT and TripAdvsor • Confirmed full launch
Scripps • Confirmed full launch
Flashtalking to provide ad serving, bot and Opera • Confirmed full launch
fraudulent-activity monitoring, and viewability Confenf/Pertnersfrips
TripAdvisor • Confirmed full launch
Scripps 0 Need to confirm native content'nodule is tagged
reporting to ensure that every digital dollar is Texas Monthly • Confirmedfua launch
Matador 0 Confirmed full launch
Outside 0 Confirmed full launch
spent on actual verified humans. Deliver proof Outbrain • Not currently tracking in FT,following up to verify
Search • Confirmed full launch
of performance and launch status documents Qat `nano nlptea
DAL ® Confirmed launch.POP in house
at regular intervals during pre- and post- DPW • Awaiting POP
HOU • Awaiting POP
IAH • Awaiting POP
media launch. SAN • Awaiting POP
PHX • Confirmed launch.POP in house
AU5 0 Confirmed launch
Technical Competencies Demonstrated: Cimin and her team are among
:: Media Buying the most knowledgeable digital
:: Digital and Traditional Advertising marketers I know. Their keyword
strategies and informative SEM
:: Project Management reporting were instrumental in
:: Social Media guiding several components of
:: Quality Assurance our overall marketing effort.
:: Results Analysis
Wendi Gelfound
Fon)er D;rpctor o`Nl,,rke.tinc,.
Ojo Spa Resorts
SECTION 4 // Relevant Work Experience / Technical Competencies 8
7a%tZe,z4 & DitI:► 7471 FItL
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Project Details ANGEL FIRE 126'7200 " �j
Led a design team in the development of a new brand RESORT I V I .
a GT5 AND INFORMA 1 ION 13,0004 n D C THE
aesthetic for marketing and sales departments that I \` L
was later adopted by all resort business units. This 0 b 200,00011fi ' STAR
rr
included the resort's first Brand Guide. r. 9" E F 5,000
" AT THE BASE AREAS
Deliverables: Website relaunch, sales collateral DINING �i STARTM t T DARK
6 zIPLINE aT
(brochures, data visualization, presentations), event ,,tUI u�Ir c�'e�maakell 55 AVENGERS EIS GanoRE
posters, web and social ads, F&B menus, special event �� -"FROZEN a25
FI kutrny Otfirnr TX LL LL ME2
table/tent,and managed MarCom calendar,,,«,
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Technical Competencies Demonstrated:
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:: Project Management "
:: Digital&Traditional Advertisingg' � in `e
ate°
:: Social Media &_ "`-
:: Results Analysis
SECTION 4 // Relevant Work Experience / Technical Competencies 9
Cvatu Dep C D i,,,,•-
Project Details =- = "`-=-„
J
Created and executed a destination sales book and 0 1s
presentation deck for the Dallas Convention and •
`,PS
Visitors Bureau (CVB) salesforce. Each piece •
—
showcased all that Dallas has to offer to the ..co' " - °1 . WALLAS
meetings/convention industry, from the ,, .=�.- ,.•--
:'%-.44„....-',,.....-
convention center to a variety of hotels, :%,'..r"'
yr•r A GREAT
restaurants, and sporting events. Developed a TO CONDUCT BUSINF55
compelling visual identity and standardized ga s 4 I
materials to create consistency across markets.
Deliverables: Creative design and production of 1 f .
bid book and standardized sales presentation for LOCATION
in the heart d downtown Dallas
national sales team. 560M
m recent and upcoming renovations
- 2.1 MM sq.ft.
meeting event and exhibit space
Technical Competencies Demonstrated: 207,000 sq.ft.
r columnlree exhibit space;one of the largest in the world
•• Project Management ; b LIED ER SILVER CERTIFIED
v
• LOWER LABOR RATES
•• Creative Design ,r ,z , a right-rowork state;lower labor rates for meetings
.• 't TOP1O LIST
.• Quality Assurance ofconventoncenlers inL,:
CONVENTION CENTER
SECTION 4 // Relevant Work Experience/ Technical Competencies to
Ce4 De : i � 1..., (�
Project Details
Developed rebrand and experience design for a hundred-
year-old trade show, formerly IHMRS (International Hotel, Ifi _ .--,
r �cx i
Motel + Restaurant Show). Led development of new ,
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EXDEMENCE
�,,,.WIVA-1D, t'SmOo0�6lwaw+a
brand identity, including renaming the show and new 4 BRAND GUIDE
logo. Directed the buzz video and acted as account lead
for all creative elements of the launch. III lin
Deliverables: New website,emails, print ads,social media,
010,
print and digital creative campaigns and messaging, buzz
video.
Technical Competencies Demonstrated:
:: Project Management —� --
:: Creative Design
:: Digital & Traditional Advertising
:: Social Media &NA ai HXl»
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SECTION 5 // Our Process: Media 1,
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ASSESS ALIGN EXPLORE
1 Understand your goals Develop a strategic media RFP the marketplace
and set clear campaign recommendation to align on
success metrics budget, timing, target, go-to-
market strategy, media mix,
and KPIs based on the
campaign goals
BUY RECOMMEND NEGOTIATE
6 Once approved, place Share tactical media Negotiate with partners to
media insertion orders recommendation with deliver the best value on
the clients behalf of Palm Desert
MANAGE REPORT OPTIMIZE STEWARD
7 Q/A test all placements and 8 Measure and report 9 Optimize media 1 0 Wrap up
tracking, confirm proof of on findings on a plan as necessary to reporting, billing,
performance with allpartners, monthlybasis continue to drive
and media
and proactivelyupdate clients growth and
P actualizations
efficiency
on launch status
ongoing
SECTION 6 // Our Process: Media
W44 84 "fair
We subscribe to professional buying software
(STRATA), specifically built to execute local and
regional buys across TV, radio, outdoor and digital. I've worked with dozens of media
This ensures your plans are built and bought to
planners in my career of creating and
appropriate communication levels and makes billing
growing brands, and Cimin is at the top
a breeze. of the heap! She's a rare talent that is
equally adept at both high level
We never, ever take media kickbacks or place buys strategy and in-the-weeds analytics.
based on anything other than what is in your Her collaborative style and boundless
brand's best interest and makes most efficient use energy make working with her not only
of your dollars. productive, but an absolute pleasure.
:: We have years of experience managing multi- Katie Connolly Olivey
Strategic Counselor to Cabinet Sec.of Tourism.
million-dollar media budgets for travel and Principal at Katie Connelly&Associates
hospitality brands and can tap into our expertise,
networks, and data to ensure you get the best of
the big-agency process with boutique-agency
nimbleness.
SECTION 7 // Our Process: Creative 13
Otte 4Pre&e : Cv4iuei
Perform initial review of existing documents,
1 research, assets, and guidelines, and conduct
stakeholder interviews to understand what's C
currently working and what isn't.
A TIONS
Develop priority plan to address any upcoming
critical projects by department and cross-
department initiatives.
Design multi-tiered approach to launching
3 deliverables to create brand cohesion and minimize
confusion. Identify ad-hoc projects that allow us to
transition multiple tools at the same time.
Build a toolbox and brand templates while
4 simultaneously developing an internal design request
portal for larger campaign assets.
Check-ins throughout the project lifecycle to assess
5
success, recommend refinements, and manage
expectations.
SECTION 8 // Our Process: Account Management 14
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syaet
Live Listening Session
Quarterly in-person feedback sessions
This is where we do exactly what it sounds like: we
listen. After this RFP andpitch We'll set up two-day workshops in person on a
process,
p , you'll have
quarterly basis. We'll include a half-day feedback
heard enough about what we think. You're the
session where all parties can openly and
owners of the brand. We want to know directly from
productively discuss desired "stop/start/continue"
you what's worked, what hasn't, and how we can
workflow needs. We'll then get into no-nonsense
help you bring your vision to reality, address any
collaboration sessions, working together in one
pain points, and score wins for the City of Palm
room without distractions to bring results and
Desert.
efficiency that our other clients swear by.
Weekly status calls and web-based
project management tools
We streamline costs and bureaucracy by allowing
each department lead to take direct ownership of
their projects. We work holistically on weekly calls
and via transparent collaboration tools to make sure
we're all working on the same projects, at the same
time, and driving towards the same goals.
SECTION 9 // The Scope: What We Should Do for Yo
7ei &ofa
cc
Because of the success of the "So Worth It" R}
n",P SWEAT DRIES MUSCLES RECCVEfY
campaign, Palm Desert is simultaneously extending
•:°
and evolving the campaign while onboarding
additional departments. This progression includes
enhanced marketing efforts to attract core Southern •
California visitors, as well as increasing attendance
for community events and concerts by residents of
;:
the greater Coachella Valley.
Marketing efforts are vital the Palm Desert economy
and should deliver: 41p1.'/ 7
Increased number of visits ,, b -
:: Extended visitor stays
,
:: Greater event and concert attendance - '
:: engagement Deeper visitor b� `
�. 1
SECTION 10 // Our Strategy for Palm Desert ]()
,tec_eovvteftdzeis44-6tot eoisA7p4et
Fewer, bigger, better Syndication of inspirational content
You cannot effectively use a cross-channel media Dissemination of paid, owned, and earned content
plan to reach some of the most expensive markets in that aligns with uniquely ownable experience pillars
the US at under $500K. Any agency that's telling is already an area of focus based on the 17/18
you differently isn't telling you the truth. The fact of Marketing Plan. What we recommend is bringing in
the matter is, you can spend as little or as much more content sources and extending that content to
money with any given partner or media channel you more outlets—for example, using an editorial content
want, and the market will take it. Your agency should creator to create a listicle article about Palm Desert.
be sharing reach and frequency levels for all That content would then be promoted and shared
channels— TV, print, social, and digital video—to across not only the Brightside e-newsletter, social
show you if the money you're putting into that outlets, and the website, but also given to co-op
channel is effectively reaching a large partners to share to their networks, and distributed
enough percent of your audience to make a dent in through paid syndication partners like StackAdapt or
their behaviors. Based on the targeting parameters Outbrain (more cost-efficient and mass-reach
available on digital, you will gain the most by shifting versions of Nativo).
away from print and into more digital video. Even
terrestrial TV, which is a strong medium in general, is
•
not effective at extremely low and infrequent levels. +
Based on this, we recommend slimming down the - a
partner set and even the number of media channels,
and focusing those dollars into making a bigger
impact.
SECTION 10 // Our Strategy for Palm Desert 17
"t+� v
Increase quality & quantity of social across paid, owned, and earned with partnerships
with First Weekend, Fashion Week El Paseo, and
The City of Palm Desert's social numbers across
Palm Desert Food and Wine, among others.
Facebook and Instagram show that concerted
Partnerships should be organized with a succinct
effort has been put into increasing follower count.
and specific posting calendar. This collaboration
However, the engagement rates show that your
allows partners to leverage the larger "So worth it"
followers need more consistent and inspiring
brand, provides high-quality content for your social
content.
channels, and creates continuity across all brand
Social content should include not only
mentions.
events and popular places to visit within Palm
Desert but also user-generated content. Leveraging
content from visitors and locals alike (and crediting Bring events to the forefront
them!) is a low-or-no-cost way to enhance your We know from our experience with other travel
digital presence. We also have a number of avenues clients that events provide a strong call-to-action
for sourcing beautiful license-free photos that will and timely messaging to create urgency around
elevate the Instagram feed into something people trip planning. Highlighting the city's first-rate
feel excited about following. events across social, newsletters (owned and paid),
Your Facebook presence should serve two as well as radio, can bring in net-new and recurring
main purposes: providing a platform for tactical visitors for marketable overnights.
event promotion and showcasing inspiring
destination photos and ideas. This can be done
SECTION 11 // Media Cost-Out 18
Our proposed media mix
:: Drive qualified traffic to website: Use traveler data to target in-market leisure travelers via video, newsletters,
and social. Measure effectiveness with return-on-ad-spend reports from partners like Sojern or Adara.
:: Drive e-newsletter signups: A mix of conversion and endemic travel partners will drive to your e-newsletter sign-
up page and optimize targeting based on e-newsletter completes.
:: Social media engagement: Deploy Facebook and Instagram promoted posts to drive e-newsletter sign-ups, as
well as engagement on event and trip-inspiration content.
Ideapeddler does not necessarily recommend a TV buy for City of Palm Desert. If however, it is a "must-buy"
channel, Ideapeddler recommends a shift from cable to targeted network sponsorship in select markets.
Ideapeddler also does not necessarily recommend
continued presence in the Palm Springs Airport for outdoor
placement, but if it is a "must-buy" has allocated dollars
accordingly.
CHANNEL SPEND
Digital (including
mnva nwn'a` ,,
premium online video $215,000 and VOD)
Social $75,000 189 W-
,81i
Search 85,000 21% ei&ii6.
Select Network
TV Sponsorships $25,000 6%
Outdoor $10,000 2%
SECTION 12 // Creative Cost-Out 19
Refreshment, Not Reinvention
Clean lines. Clear visuals. Effortless elegance allows the beauty of Palm Desert to be the star of the
show. We'll work with rising-talent photographers, copywriters, designers, and videographers to
modernize Palm Desert's assets while keeping the core messaging consistent.
SMALL MEDIUM LARGE
CHANNEL SPEND CHANNEL SPEND CHANNEL SPEND
Product ( $75,280 Production $212,000 Producti {277,000
Fees 6142936 Fees $165,656 Fees 202,203
it
Ci rcux ✓vm 4'W`rffi„,q
Operations $7,700 Operations $7,700 Operati;
Community aity Community , Communit
. ,. •,.
Relations $80,000 Relations ; $80,000 Relations .80,000
Media Buys $410,000 Media Buys $425,000 Media Buys $600,000
Co-ops $135,000 Co-ops $135,000 Co-ops $135,000
Special Events $60,000 Special Events $48,000 Special Events $78,000
Public Public Public
Relations $42,000 Relations $42,000 Relations $52,000
Hotel Co-Ops $200,000 Hotel Co-Ops $200,000 Hotel Co-Ops $200,000
Total $1,152,916 Total $1,315,356 Total $1,631,903
Includes all the deliverables Tier 1 deliverables + content Tier 2 deliverables + websites
you've asked for in the RFP FAM trip, tradeshow assets, & content integration, key influencer
event experiential footprint programming & TV media
SECTION 13 // Logistics 20
Lt/sAci
Fees & Billing Business Specs
Transparency is one of our core values and it permeates Ideapeddler is a limited liability company based in
all of our client communication, even (and especially!) Austin, Texas, formed in 2011. We are an advertising
around fees. agency and marketing consultancy that provides
Proposed Agency Fees: services related to marketing, media, creative, and
Total contract <$500K: 14% experiential brand marketing. Ideapeddler is a
certified Historically Underutilized Business (HUB)
Total contract $500K-$750K: 13.4%
in the state of Texas.
Total contract $750K-$1MM: 13%
Total contract $1MM+: 12.5%
Response to Contract Terms and Conditions
Billing and Third Party Costs:
Ideapeddler will bill client monthly against the agreed- I accept the terms and conditions set forth in the
upon retainer and fee schedule outlined in creative RFP Sample Contract (Exhibit A) and offer no
costs, and is due on a net 30. Media will be billed at additional and/or alternate terms.
time of placement and is due on a net 30. ldeapeddler
operates using sequential liability for media placement: Signed April 17th, 2018
all payment to vendors for media placed on behalf of
the client will ultimately be the responsibility of the
client (COPD).
0)14— (112) -9-1X-7\-
Assumptions & Exceptions
Cimin Cohen, Owner, Ideapeddler, LLC
None
SECTION 13 // References 21
Jordan Guenther Wendi Gelfound
Former Tourism Marketing Director, New Mexico Former Marketing Director, Ojo Caliente Resort/
Tourism Department— 2.5 years Sunrise Springs Resort - 1 year
Currently Director of Marketing, Indian Pueblo Currently Area Director of Marketing at The Howard
Cultural Center Hughes Corporation, Hospitality Division
2401 12th St. NW Two Hughes Landing
Albuquerque, NM 87104 1790 Hughes Landing Blvd., Suite 600
JGuenther@indianpueblo.com The Woodlands, TX 77380
505.212.7032 wendi@bigwinc.com
281.719.6100
Katie Connolly Olivey
Marketing Strategist/Consultant for the New Mexico Michael Carr
Tourism Department— 3 years Director of Marketing, Microsoft Office- 2 years
Katie Connolly&Associates, LLC 1 Microsoft Way, Redmond, WA 98052
3245 W. Main St., Suite 235-198 miccarL«>microsoft.com
Frisco, TX 75034 425.882.8080
katie@ukconnollyassoc.com
214.850.3370
INDEX: RFP QUESTION REFERENCE
SECTION 1 II QUESTION 2 // Why Palm Desert? page 2
SECTION 2 // QUESTIONS 1+12+14 II Who We Are page 3
SECTION 3 // QUESTION 5// Our Philosophy page 4
SECTION 4 // QUESTION 7 II Relevant Work Experience page 5
SECTION 5 // QUESTION 17// Our Process: Media page 11
SECTION 6 II QUESTION 19 II Our Process: Creative page 13
SECTION 7 // QUESTION 8// Our Process: Account Management page 14
SECTION 8// QUESTION 3 //The Scope: What You Need From Us page 15
SECTION 9 // QUESTIONS 4+6 // Our Strategy for Palm Desert page 16
SECTION 10// QUESTION 16 // Media Cost Out page 18
SECTION 11 II QUESTION 18// Creative Cost Out page 19
SECTION 12 // QUESTIONS 10+11+9+15 // Logistics page 20
SECTION 13 // QUESTION 13// References page 21
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