HomeMy WebLinkAboutC37180 - Rtfy FY18-19 Marketing Program STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: November 15, 2018
PREPARED BY: Thomas Soule, Tourism & Marketing Manager
REQUEST: Ratify the City Manager's approval of extra work with Ideapeddler
and authorize additional extra work as provided for in Contract
No. C37180
Recommendation
By Minute Motion that the City Council:
1. Ratify the City Manager's approval of extra work for Ideapeddler in the
amount of $62,600; and
2. Authorize an additional $77,402.42 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 with Ideapeddler.
Strategic Plan Objective
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 this request ratifies the City Manager's prior approval of extra work done for
the City by Ideapeddler in conjunction with Contract No. C37180, and would authorize
additional anticipated expenditures with Ideapeddler in a total amount not to exceed
$140,002.42. This extra work is accounted for budgeted and will not require the
appropriation of any additional funds.
November 15, 2018 —Staff Report
Extra Work for Ideapeddler
Page 2 of 3
Background Analysis
The City supports the tourism industry and local business through implementation of a
comprehensive marketing program, which has typically focused on identifying potential
visitors and putting "heads in beds." The City works with a creative agency, Ideapeddler,
to accomplish this mission. Council has already authorized $15,000 of extra work for
Ideapeddler, but that amount does not cover the full extent of work that is required.
Projects required to fulfill the Marketing Plan include:
• A creative refresh of the Palm Desert First Weekend brand, including printing of
new collateral material and creation of ads, etc. This is a one-time fee that
includes the entire rebranding of Palm Desert First Weekend.
• Tackling a research project that was approved by the Marketing Committee, with
the vendor Arrivalist. This is a one-time fee for the entire fiscal year.
• A general refresh of the City's Tourism ad campaign, again including creation of
new collateral and revitalized ads. This is also a fee that covers the entire project.
• Creative Services for projects that are not related to the media campaign, including
ads for Fashion Week El Paseo and Palm Desert Food & Wine, possible brochure
or rack-card design, Concerts in the Park collateral and other such one-time jobs.
These projects would be taken individually to the City Manager for approval as
they arise.
PROJECT ANTICIPATED COST
Palm Desert First Weekend brand refresh $32,000
Arrivalist research project $30,600
Tourism Ad Campaign refresh $42,027.42
Creative Services-Design and Production $35,375
TOTAL $140,002.42
The first two of these projects (First Weekend brand refresh and the Arivalist research
project) were taken to the City Manager for approval before staff became aware that the
changes in the recently updated Purchasing Ordinance now require Council approval
for extra work in excess of $50,000. All such extra work will henceforth be dealt with in
accordance with the updated ordinance. Staff is requesting that Council ratify those
projects in the amount of $62,600.
Fiscal Analysis
Funds for these projects were budgeted for in the current year's Marketing budget, and
are available in Professional Other Account No. 1 1 0441 7-4309000; Advertising
Production Account No. 1 1 0441 7-4321 900; Advertising Special Events Account No.
November 15, 2018— Staff Report
Extra Work for Ideapeddler
Page 3 of 3
1 1 0441 7-4322200; and Photography & Videography Account No. 1 1 0441 7-4321 700. No
additional fiscal impact is created by this request.
LEGAL REVIEW DEPT. REVIEW FINANCIAL REVIEW CITY MANAGER
N/A � 46I;
Robert W. Martin A Ivarez
Hargreaves Director of Economic .net M. Moore Lauri Aylaian
City Attorney Development Director of Finance City Manager
ATTACHMENTS: Palm Desert First Weekend Brand Refresh Memo to City Manager
Arrivalist Memo to City Manager
Ideapeddler Estimate: FY 18/19 Re-spec and Refresh Existing "So
Worth It" Campaign
Ideapeddler Estimate: Creative Services — Design and Production
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT
b !4' i
a f"* / INTEROFFICE MEMORANDUM
473
To: Lauri Aylaian, City Manager
From: Thomas Soule, Tourism & Marketing Manager
Date: August 16, 2018
Subject: FIRST WEEKEND BRAND REFRESH
In May 2018, the City completed its fifth year of the Palm Desert First Weekend
program. From its initial concept of an arts and culture focus, PD First Weekend has
grown to include the addition of monthly "featured events" that have really driven the
solid growth of this program. First Weekend is now the confirmed backbone of the Palm
Desert event calendar.
Throughout the five years of this program, marketing has been done with a great deal of
frugality. While a brand refresh was undertaken two years ago, the look and feel of PD
First Weekend does not currently resonate with any of the other marketing undertaken
by the City in look or feel.
Because the First Weekend budget has not grown over the past years, and to maximize
the marketing budget in general, the media plan this fiscal year will consolidate media
buys across City events into one overall spend. This means that the entire First
Weekend budget will be available for creative endeavors, where in the past it had to
support agency fees and a meager media spend.
As the new agency for the City, IdeaPeddler's contract allows for special creative
projects such as this. Staff requested an estimate from IdeaPeddler for allocating the
$32,000 budget available for First Weekend, to include a new look and feel for the
brand identity and ads, as well as all design and production costs of needed collateral
for promoting this monthly event.
Funds of $32,000 are available within the current Marketing Department budget
Advertising Special Events Account No. 1 1 0441 7-4322200. Staff is requesting your
approval and your signature on the attached estimate authorizing the City to move
forward with this project.
Approved:
auri Aylaian, City Manager
cc: Martin Alvarez, Director of Economic Development
.�- �. CITY OF PALM DESERT
��; if;, ECONOMIC DEVELOPMENT
sly 4,.
►" '�`-= INTEROFFICE MEMORANDUM
w.a.._s
To: Lauri Aylaian, City Manager
From: Thomas Soule, Tourism & Marketing Manager
Date: September 26, 2018
Subject: MARKETING RESEARCH —ARRIVALIST
At its regular meeting on December 05, 2017, the Marketing Committee approved
recommending the expenditure of $26,000 for a brand research program presented by
H&L Partners, the City's agency at the time. In July 2018 the City changed agencies,
which Staff took as an opportunity to further investigate the brand research project in light
of recent developments in data collection based on digital advertising. The City's contract
with Ideapeddler, the new agency, allows for"Extra Work" related to the execution of its
primary marketing efforts on behalf of the City, and this project falls within the scope of
that provision.
The original goal of this program was to set a benchmark by which to measure the City's
marketing program, aiding in a more as a guide toward future media planning. Staff
requested that Ideapeddler investigate the capabilities, offerings and cost of two
companies in particular. Adara and Arrivalist both provide data capture, though via
different mechanisms.
Rather than measuring generic brand awareness, these companies are able to track
potential Palm Desert visitors at the point of exposure to the City's marketing messages,
ultimately telling us how many of them actually visit Palm Desert. This data would be very
useful in measuring for the first time the effectiveness of the City's marketing, and would
also grant better general insight into the Palm Desert visitor.
Ideapeddler reviewed the capabilities of both Adara and Arrivalist, and recommended that
the City work with Arrivalist. This is based on Ideapeddler's professional experience, and
in tine with the City's marketing goals. As a side note, the Greater Palm Springs CVB is
in the process of contracting with Adara, so we will have access to their data in broad
strokes for the Coachella Valley. This won't replace the Palm Desert-specific data we
would receive from Arrivalist, but should nicely supplement it.
On September 4, 2018, Ideapeddler presented the proposal from Arrivalist to a sub-
committee comprising five members of the Marketing Committee. The sub-committee
unanimously supported spending an extra $4,600 on this program (above the $26,000
set aside in the budget and previously approved by the Marketing Committee), for a total
of $30,600. The members were enthusiastic about this addition to the City's Marketing
program, as the data collected will be useful for many of their organizations as well.
•
MARKETING RESEARCH—ARRIVALIST
PAGE 2
September 26, 2018
Staff is requesting authorization for Ideapeddlerto move forward with this research project
with Arrivalist, in the amount of $30,600. Funds are available in Prof-Other, Account No.
1104417- 4309000.
Approved: Pim 000- uier 691)i-r2,-e-f 0/MEarztAkr,
eavvi.oenr w/terw ,sy r''At
al ram.•
auri Aylaian, City Manager
cc: Martin Alvarez, Director of Economic Development
I 'er idea
P.O. Box 41928
Austin, TX 78704 peddler
(512)940-3642
ideapeddler.com
ESTIMATE
ADDRESS ESTIMATE# 1008
City of Palm Desert DATE 11/05/2018
73510 Fred Waring Drive EXPIRATION DATE 11/30/2018
Palm Desert, CA 92260
ACTIVITY QTY ::.RATE AMOUNT
Creative Services 11 Design and Production 19.25 192.52 3,706.01
FY1819 CREATIVE RE-SPEC EXISTING ASSETS
Print ad re-sizing, digital and social media creation, and
account management
1x video editing and sizing for PSP airport (Editing, Audio
Extraction, Branding, Feedback/Versioning,
Compression/Export)
Creative Services II Strategy and Design 160.50 207.61 33,321.41
FY1819 CREATIVE REFRESH EXISTING ASSETS
Design concepting + Final Design and development including
copywriting, design, and account management: Brand Guide
Lite, Print ads (4x), Digital ads (6x), Social media ads, Social
and web page imagery, Airport ads (horizontal and vertical),
Bi-Weekly Calls/Meetings/Approvals
Production Costs 1 5,000.00 5,000.00
PHOTO RE-LICENSING: 1 YEAR
50%of estimates are due up front.The remainder will be billed upon TOTAL $A 2,027 2
completion. `rL G T
Accepted By Accepted Date
lam` idea
P.O. Box 41928
Austin, TX 78704 peddler
(512)940-3642
ideapeddler.com
ESTIMATE
ADDRESS ESTIMATE# 1009
City of Palm Desert DATE 11/06/2018
73510 Fred Waring Drive
Palm Desert, CA 92260
ACTIVITY QTY XRIT&: AMOUNT
Production Costs 8,375.00 8,375.00
FIRST WEEKEND PHOTOGRAPHY
Includes photography for First Weekend and management of
creative direction for photography
Creative Services II Design and Production 120 225.00 27,000.00
CREATIVE SERVICES RETAINER
Client requested non media campaign related creative
including quick-turn requested creative assets: Includes 10
small projects at 2.5 hours each and 8 large projects at 10
hours each.
Examples/deliverables to date include: Trail Map update,
Digital Ads for Food & Wine, Digital Ads for Fashion Week,
Print ads for Food & Wine Festival Program Guide, Print ads
for Fashion Week Guide
To be billed as projects are executed TOTAL $35,375.00
Accepted By Accepted Date