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HomeMy WebLinkAboutC34480 - Advertising Services for El Paseo Business Improvement DistrictCITY OF PALM DESERT ECONOMIC DEVELOPMENT DEPARTMENT STAFF REPORT REQUEST: APPROVAL OF CONTRACT WITH FG CREATIVE, INC. FOR ADVERTISING SERVICES FOR THE EL PASEO BUSINESS IMPROVEMENT DISTRICT SUBMITTED BY: Ruth Ann Moore, Economic Development Manager CONTRACTOR: Stephanie D. Greene FG Creative, Inc. 74-020 Alessandro, Suite E Palm Desert, CA 92260 DATE: June 11, 2015 CONTENTS: Contract No. C34480 Recommendation: By Minute Motion: 1. Reject the bids from Cord Media Company and Modera and declare the bids non -responsive; 2. Approve the award of Contract No. c34480 with FG Creative, Inc. from, July 2015 through June 2016 in the amount of $242,000 that includes $45,000 for advertising consulting services for the El Paseo Business Improvement District and a reimbursement in an amount not -to -exceed $197,000 for advertising production; and 3. Authorize the Mayor to finalize and execute said contract. Funds are available in Account No. 271-4491-464-3215. Executive Summary: This award of contract is for the advertising services of the El Paseo Business Improvement District for the Fiscal Year '15 — '16. Funds for this budget are collected from the businesses and property owners within the district and are not part of the City's general fund. Seven advertising agencies answered a Request for Proposal (RFP) called by the City for the El Paseo Business Improvement District's (EPBID) advertising/marketing services. At G `.rdadtuth Ann Moorclword data\STAFF REPORT STJ Pasco Advertising Contract 15-16 docx Staff Report Approval of Contract No. C34480 (FG Creative, Inc.) Page 2 June 11, 2015 the April 16, 2015 EPBID meeting, the board of directors unanimously recommended to the City Council that FG Creative, Inc. (FGC) be awarded the contract to represent the district as its advertising agency. The total advertising budget to be administered by FGC is $242,000 for the period of July 2015 through June 2016. FCC's retainer fee of $45,000 will be paid from the $242,000 budget. The retainer fee has remained the same since 2013, with all remaining budgeted funds to be directed to advertising and event costs. Discussion: The El Paseo Business Improvement District is required this year to go out to bid for advertising services of the District. The contractor for this account is responsible for overseeing the marketing and public relations plan for the EPBID, web page oversight, internal merchant communications and event duties. A Request for Proposal (RFP) was advertised in The Desert Sun, on the City's website and posted for the required amount of time per the City's purchasing procedures. Seven agencies submitted proposals: Agency Location Monthly Retainer Responsive Non-responsivel Modera Irvine, CA No quote X FG Creative Palm Desert, CA $3750 X Civilian San Diego, CA $4,000 X Buzz Factory Palm Springs, CA $4,000 X Cord Media Palm Desert, CA $4060- $5,220 X Alle ra Consulting Pasadena, CA $5,000 X Geo & Associates, Inc Tucson, AZ $6,250 X After review of the proposals, it is recommended that the proposals from Modera and Cord Media be deemed non -responsive based on the submissions. Modera did not include a quote for the monthly retainer fee and Cord Media included commission fees which were stated in the RFP to be excluded. A subcommittee of the board reviewed all proposals and recommended FG Creative, Inc. to the board of directors based on the following criteria: • Firm History and Resources • Key Personnel • Previous Relevant Experience • Rates • Special Considerations • Advertising Examples G '•rda\Ruth Ann Moorctword data`STAFF REPORTSVI Paseo Advertising Contract 15-16 doer Staff Report Approval of Contract No. r144Rn (FG Creative, Inc.) Page 3 June 11, 2015 At the regular EPBID board of directors meeting on April 16, 2015, the board voted unanimously 5-0 to recommend to the City Council an award of the contract to FG Creative, Inc. Therefore, staff recommends that City Council authorize the Mayor to execute the contract for FG Creative, Inc. Fiscal Analysis Funding for the El Paseo Business Improvement District is collected from businesses within the district and is not part the City's general fund. Submitted by: th nn Wore Economic Development Manager Reviewed: J. di, Z� Paul Gibson, Director of Finance Approved: hn M. Wohlmuth, City Manager Department Head: ,��AL Martin Alvarez Director of Economic Development Rudy costa, Assistant City Manager G \rda Ruth Ann Atoorc\word data\STAFF REPORTSTI Pasco Ads crtising Contract 15-16 docx CONTRACT NO. C34480 AGENCY SERVICE CONTRACT 1. PARTIES: This contract is entered into this 11th day of June, 2015, by and between the CITY OF PALM DESERT, a municipal corporation, hereinafter referred to as "CITY", and FG CREATIVE, INC., Palm Desert, CA. 2. SCOPE OF SERVICE: Subject to the terms and conditions of this contract, FG CREATIVE INC. shall furnish and provide the services and materials as outlined in the Addendum, in accordance with the proposal presented to and accepted by the El Paseo Business Improvement District (EPBID): (a) Prepare or cause to be prepared art work and advertisements for approval by the CITY or its designee (EPBID). In connection therewith, FG CREATIVE shall; (i) Work within the marketing plan as approved by the CITY or its designee, which plans and schedules shall include recommendations as to the media, art and copy, budgets, and coordination of such advertising with other marketing, advertising and event activities within the EPBID; (ii) Prepare cost estimates and furnish the same to the CITY or its designee for their approval, enter into contracts for space or time in media for approved advertisement and forward copy and instruction for placement; G:1rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract docx CONTRACT NO. c34480 (iii) Create, design, and supervise the production of advertising to be published in newspapers, periodicals, magazines, trade journals, radio, television, internet and other media; (iv) Check insertion of approved advertising and otherwise verify proper delivery and distribution thereof; (v) Maintain a permanent file of all art work and advertising materials (including agendas and meeting minutes), which materials shall be the property of the CITY and shall be made available to the CITY for use by it without additional cost or charge; and (vi) Evaluate and recommend payment for all expenses incurred for art work, advertisements and for the placement and publishing thereof in newspapers, periodicals, magazines, trade journals, radio, television, internet and other media subject to reimbursement in accordance with the provisions of Section 4. (b) Prepare, publish, and distribute or cause to be prepared, published, and distributed such publications containing matter publicizing EPBID, as may be requested by the City or its designee. In connection therewith, FG CREATIVE shall: (i) Furnish or cause to be furnished all required research, writing, editing, type specification, typesetting, photography, layout, illustration, assembly and all other details connected with any such requested publications; G \rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract docx 2 CONTRACT NO. c34480 (ii) Perform such other services as may be necessary to print, publish, and distribute any such publications; and (iii) Evaluate and recommend payment for all expenses incurred for the preparation and distribution of any such publication subject to reimbursement in accordance with the provisions of Section 4. (c) Assist in preparation and/or execution of such public relations events as the CITY or its designee may request. In connection therewith, FG CREATIVE shall: (i) Prepare or cause to be prepared such exhibit and display materials as may be requested and approved by the CITY or its designee; (ii) Coordinate communication with the merchants for various events and attempt to elicit participation by merchants for street -wide events; (iii) Coordinate during all EPBID sanctioned events; and (iv) Evaluate and recommend payment of all expenses incurred in the preparation of exhibits and display materials subject to reimbursement in accordance with the provisions of Section 4. (a) Prepare or cause to prepare such other brochures, maps, reports, exhibits, display materials, and other printed material outlined in the Addendum as may be requested and approved by the CITY or its designee, and evaluate and recommend payment of all expenses incurred in connection therewith subject to reimbursement in accordance with the provisions of Section 4. (b) Coordinate all use of social media electronic communications including but G \rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract.docx 3 CONTRACT NO. c3448o not limited to websites, blogs, merchant email lists, Facebook, Instagram and Twitter. 3. TERM: The term of this contract shall commence on July 1, 2015 and end on June 30, 2016. The CITY may, at its sole option, extend said term for an additional twelve (12) month term by notifying FG CREATIVE in writing of its selection to extend the term not less than thirty (30) days before the expiration of the initial term. Said extension shall not exceed a three-year period. 4. COMPENSATION: The CITY's budget for advertising and publicizing the EPBID's facilities, services and events is established as part of the CITY's fiscal year budget for the period of July 1, 2015 - June 30, 2016 at $250,000. The CITY's liability for advertising materials and services under this Contract shall not exceed the contracted amount of $242,000. The CITY reserves the right, at any time during the term or any extension thereof, to adjust the amount budgeted for advertising and promotion services. Prior to performing any services or furnishing any material contemplated by this Contract to be undertaken and furnished by FG CREATIVE, the CITY or its designee, after conferring with FG CREATIVE, shall authorize the services rendered and materials to be furnished, the agreed compensation to be paid for their services, the manner of payment (lump sum or periodic progress payments), the description and estimate of reimbursable expense, and such other matters as may be deemed proper. Subject to the limitations and provisions set forth in this section, the CITY shall compensate and reimburse FG CREATIVE as follows: G \rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract.docx 4 CONTRACT NO. c34480 (a) The CITY will pay FG CREATIVE a flat fee of $3,750 per month to cover advertising services in accordance with the proposal presented by FG CREATIVE as attached in the Addendum to the EPBID and/or any marketing mutually agreed to by the parties hereto. The fee covers not less than 40 hours per month; such services include, but are not limited to, meetings, account planning and service, production management, media planning and buying, and clerical. (b) FG CREATIVE will purchase media at the lowest rate available. All billings will be submitted at net costs for payment by the CITY. FG CREATIVE will not mark up billings or receive commissions. (c) FG CREATIVE shall bill the CITY monthly for the previous month's activities. Each invoice shall contain, in reasonable detail, the projects and services worked on and rendered with supporting documentation of reimbursable costs and expenses. Payment and reimbursements provided for in this Section 4 will be made in due course by the City of Palm Desert. (d) FG CREATIVE shall keep full and accurate books of account and records and other pertinent data in accordance with generally accepted accounting principles reflecting all transactions contemplated by this Contract. 5. TERMINATION: Either party may terminate this Contract at any time by giving the other party thirty (30) days written notice of its intent to terminate; provided, however, the CITY's obligation to compensate and reimburse FG CREATIVE for services rendered or materials furnished or contracted for as of the date of notification by either party of the election to terminate, shall continue in accordance Garda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract.docx 5 CONTRACT NO. c34480 with the terms herein. 6. EL PASEO BUSINESS IMPROVEMENT DISTRICT: The CITY reserves the right to designate the EPBID of the City of Palm Desert or any other committee or individual as its representative for any part of the review and approval retained by the CITY under any provisions of this Contract and will advise FG CREATIVE of such designation and such designation shall continue until modified by the CITY. 7. OWNER OF WORK: All art work, advertisement of any form, exhibit and display materials or other printed material, logos, designs, drawings, and models prepared or performed under this Contract shall become the property of the CITY. FG CREATIVE specifically transfers any "right of reproduction" as defined by California Civil Code S982 and S988 to the CITY and CITY assigns. FG CREATIVE agrees to maintain adequate books and records of all completed designs, plans, reports, drawings, social media electronic communications and processes and adequate books and records of all works in progress throughout the duration of this Agreement. Said books and records shall be and remain the property of the City upon the expiration or earlier termination of this Agreement. Within five (5) days of any expiration or earlier termination of this Agreement, FG CREATIVE agrees that it shall provide the City with the aforementioned books and records. G VdMRutn Ann Mooretword datMSTAFF REPORTSTG Creative 2015-2016 Contract.docx n CONTRACT NO. C34480 IN WITNESS WHEREOF, the parties have caused this Agreement to be executed by their respective authorized officers or representatives as the date and year first above written. STEPHANIE D. GREENE, FG CREATIVE, INC. STEPHANIE D. GREENE CITY OF PALM DESERT In SUSAN MARIE WEBER, MAYOR ATTEST: By RACHELLE D. KLASSEN, CITY CLERK APPROVED AS TO FORM: DAVID ERWIN, CITY ATTORNEY Garda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2015-2016 Contract docx 7 www.FGCreativexom El Pas o PROPOSAL: ADVERTISING AGENCY SERVICES 74020 Alessandro, Suite E * Palm Desert, CA 92260 • 760,773.1707 www.FGCreative.com All Rights Reserved 2015' Private & Confidential ` Proprietary Information Contents Remain Property of FG Creative until Assigned * Fees Valid for 30 Doys A 13-YEAR .TOURNEY... What happens when a shopping district hires a full -service marketing firm led by a shopping center Certified Marketing Director, with a team that includes a creative genius, and stellar support staff? Magic. When that district is in a City with a passion for retail and the vision to create a destination like no other, and a City that selects a Board filled with like-minded stakeholders, again, you get... magic. These last 13 years have been remarkable to be a part of, and for that, the entire FGC team simply says, thank you. It's been a pleasure and a privilege to be a part of this evolution. It has been our honor to walk in tandem with such a visionary group, and to continually create, develop and execute a variety of result -oriented campaigns that evolve the messaging, staying relevant and timely while setting the tone for what is truly a world -class destination. We thank you for all of the years and we look forward to the journey ahead. We've compiled a 13-year retrospective in the enclosed book; our gift to each of you. But let's not get caught up in the past! FGC has always brought new and intriguing tactics to the table, expanding and building the base of the EPBID marketing to encompass all that is relevant and achievable within the confines of the budget. WHAT'S AHEAD IS EXCITING, INNOVATIVE AND GUARANTEED TO MAINTAIN AND INCREASE EL PASEO'S STATURE AS THE WORLD CLASS SHOPPING AND DINING DESTINATION. AGENCY INFORMATION: • FG Creative is a 100% registered woman -owned full -service marketing firm, which opened in 2002, and has remained a leading and respected agency, known for responsive and out of the box service. • Conveniently located in Palm Desert, FGC has a 13-year history in working cohesively with the EPBID on developing and implementing successful marketing strategies that deliver traffic, awareness and results. FGC has provided many services beyond the traditional role of Ad Agency; serving as the Marketing "director", providing ongoing services that include not only the typical graphic design and media buying, but also management of the meetings, the development of marketing plans, relationships with resources, merchant relations, public relations, social media, and award -winning execution of all marketing strategies. • FGC has a consistent staff of highly knowledgeable professionals who live and work in the Valley. Intimate knowledge of the Valley is critical to the success of expanding the scope of the limited budget. • FGC maintains strategic partnerships with the Visitor's Bureau, local Chambers, local media and other entities that leverage and expand their resource base, providing outlets for EPBID opportunities. • FGC is uniquely qualified to continue working with the EPBID Board and the merchants, as our background in retail and other key industries (tourism, real estate, casinos) is rarely found in other firms. Stephanie's background as an ICSC Certified Marketing Director brings a wealth of experience to bear for EPBID. • FGC is a leading media planning company, negotiating the lowest rate structures that are combined with leveraged packages that further increase the reach and frequency of all buys. 71 atI LE M�L�UGHLIN . c,:—I E al CHRIS MARTELLO Senior PR Slral¢9i �I CH S,=IijrI IDY CZARNOWSI' Controller / T,oNir Monao.r ate;, JEFF DAY Cre h- Director i CHELSEAVAN ES O'd—media n�onoger r KEY PERSONNEL • Stephanie Greene, Account Manager: Stephanie functions as the main account liaison, overseeing the meetings and the transfer of information to the FGC Team. With her background in shopping center marketing, she focuses on creative, innovative and results -oriented solutions, plus negotiating the most inventive and leveraged media buys with low rates and large added value packages. Her leadership covers building new relationships, executing approved strategies and developing new, creative ideas for board consideration. • Jeff Day, Creative Director: Jeff has been the creative force behind all of the El Paseo campaigns since 2002. Many of the executions, while following the lead of the catalogue, were not only award - winning, but also an expansion of the marketing message that brought tangible results. • Chelsea Van Es, Online Specialist: Chelsea provides an intimate working knowledge of all things internet. Web sites, blogs, social media platforms; she makes them all work together to provide results and more. • Chris Clemens, Public Relations Strategist: Chris and her team have all the contacts, which delivers coverage and awareness of El Paseo to a wider world. • Cindy Czarnowski, Operations Officer: Cindy provides total account support and stellar outreach to the merchants on a regular basis. • Support Team: FGC has the best support team around, from PR assistants, to additional senior account managers who provide assistance when needed, and ideas on a regular basis. EXPERIENCE FGC has our 13 years of experience with the clients listed below, in addition to all of the years of experience that the senior team brings '30 from past associations and overall scope of work histories. We have served on many boards, given our time, treasure and talents to many worthy groups, and won over 70 prestigious awards together. ' CURRENT CLIENTS ' EI Paseo Shopping District Palm Springs Art Museum Hi Desert Medical Center Desert Healthcare District Desert Regional Medical Center Lombardo Cosmetic Surgery City of Palm Desert Palm Desert Aquatic Center HdL Companies Heather James Fine Art Bighorn Golf Club RGA Landscape Architects Family YMCA of the Desert Greg Barton CPA Frank Sinatra Invitational ' J Russell! The Salon Yellow Cab of the Desert Palm Desert Insurance Klein Clark Sports Hort Tech Landscaping City of Palm Desert First Weekend ' Arrowhead Regional Med. Center Cabot's Pueblo Museum Westin Mission Hills Resort PAST EXPERIENCE City of La Quinta McCallum Theater Living Desert ' Indian Wells Resort/Vue Village at Indian Wells The Vintage Club Providence Medical Center Desert Cancer Foundation Heritage Victor Valley Medical Group ' Desert Oasis Healthcare American Heart Assoc Executive Wellness Claro Pools/Swim to Win InterValley Health Plan Eisenhower Medical Center OTHER ASSOCIATIONS Palm Desert Chamber PS CVB Membership LQ Quinta Chamber AAF AdFed Member Leadership Coachella Valley CV Women's Business Center Vistage International ICSC PAST EXPERIENCE: PROJECT #1 EL PASEo BID, 2002-PRESENT 2002 - 2003 Our first year encompassed a new tagline, merchant outreach and mixers, a new umbrella campaign and a new energy. Merging the design aesthetics of the Catalogue with the advertising campaign and all marketing efforts became the mantra that has lasted over the years. Radio and a multi -tiered media buy are instituted, creating a new, cohesive message to the target market and beyond. What a great start to a new decade of advertising the jewel in Palm Desert's crown. 2003 - 2013 The continuation of developing new campaigns and new ideas: • Art of Shopping • Fashion Week • Social Media • New mediums; cab windows, online campaigns 2013 to 2014 A new year, a new event; First Friday. El Paseo joins with the City and other partners to create a new event on the first weekend of each month. Merchants are encouraged to stay open late, Art Walk is re -launched on Fridays with a new website and new leadership, and Cruise Night continues to grow. New radio campaign, refreshed ad campaign that tracks with the catalogue, and all elements are delivering results. Social media grows, and the Co -Op with the City becomes Summer Fun on El Paseo, complete with a micro -site, online campaigns and more. 2014 to 2015 Say hello to Elle. With a new season comes a new campaign, all built around a single photo of a stunning girl, who embodies the look and feel of El Paseo. The new campaign is expanded to include a micro -site, a blog, expanded social media presence, a new radio campaign and more, all about Elle. She is the voice of El Paseo, and it resonates with the target audience. The visuals are bold, hip and compelling. This campaign has the staying power to create a new dimension for El Paseo messaging, and we are off to a good start. The sky is the limit with all of the new outlets and elements, what will the next few years bring? OTHER RELEVANT PROJECT EXPERIENCE: 2. Cabot's Pueblo Museum 2012-Present FGC was hired to develop a new branding campaign for this local attraction. Prior to working with FGC, Cabot's had never employed an agency and had no cohesive marketing or branding. At the end of Year One, the deliverables included a new logo, new website, new advertising campaign that included Print, Radio, Outdoor, TV and online campaigns, and the development of other elements such as a newsletter, materials for fundraising events, and more. 3. The living Desert 2006-2012 FGC was hired at a time when the local zoo had no marketing department and had never worked with an agency. Within weeks, FGC mobilized to create a new branding campaign that focused on the animals and the experience. FGC was put in charge of all consumer marketing efforts to create a multi -tiered plan that encompassed both in -market and regional advertising campaigns, Radio, TV, national PR, event logos, event coordination, display design and more. Over the 6.5 year relationship, this campaign generated more than 30 awards and recognition to many target markets. 4. City of la Quinta 2009-2014 FGC managed and coordinated all marketing efforts for the City of La Quinta and developed and implemented a successful, new Business Cooperative program that set the city apart during the recent economic downturn. FGC oversaw all graphic design, media buying, production, outreach and public relations. Special projects included social media implementation, yearly large-scale photo shoots, video development, annual calendar, new tourism website, mobile app and more. 5. 5-K Events; Y Be Fit and Galen New Year's Resolution 5K 2013-Present FGC has partnered with clients and local non -profits to provide the marketing support for 2 new events, that were both extremely successful. The individual campaigns each encompassed a website, printed collaterals, t-shirt design, interaction to garner media sponsorships/support, public relations, social media, event planning and all marketing coordination. Both events are planned to come back, and FGC has pledged their support. CABOT'S PUEBLO MUSEUM 1-10pi �A i VISITTOOAY...DISCOVER THE PAST Artisan Carvers f IOPI KACI IINA GesearH v �c the Yucl+lo t.. ,..ArLIS Carvers . . , �...,_ .. ram` - � G460T'S l' Qi SPRINGS CehotsMuseum. org Adrvumn n FRED 111 ,1J • IQ. 4 Ap. BOT'S PUEBLO MUSEUM STORIC TOURS r sf �o�ns GESERT HOT SPF'ti Cs Ce botsMUeeufn. org .. QOG`.Y� ` i �� GET C ' r, mmoA ! THE LIVING DESERT vo GET (LOSER! THE LIVING DESERT TFI— E��RT -. A WILDLIFE ADVENTURE THROUGH THE DEIERTI OF THE WORLD wo Sl OFF up to •4 loll pry.e odm ulana, .......... 41 io AARWA M-NT awn W� gar M-L MccMW rl"wUSFU. 2nd Annual GAG , A December 27,2014 Palm Deserf, CA Runners 8 Walkers of all skill levels welcome. Rocebegins o, Ec 7) T4 YOUR PLAYGROUND AFTER POLO AN -I' ':j- OSF!�'rc �' — u 'rMw n 11 RATES • Over the past 13 years, FGC has offered EPBID the fairest of rate structures that includes a low, all-inclusive monthly retainer, flat fee for all graphic design, small project fees for other services and media buying at net rates with no commissions. FGC has included many special projects at no additional cost. FGC is please to offer the same preferred client structure for the upcoming fiscal budget year, with no increases. Current Monthly Retainer: $3,750 Includes all account management, meetings (including monthly board meetings, planning sessions and special meetings), administrative services, Public Relations, and other as needed. FGC averages 30-40 hours per month in these duties, and if billed at our open hourly rate of $175 per hour, this would be closer to $5250-$7000 per month. In the new budget planning, FGC is willing to discuss all other fees and expenditures in order to maximize the outbound marketing tactics. SPECIAL CONSIDERATIONS The team at FGC truly believes that we are the best partner to take the El Paseo brand into the future. The past showcases our dedication and • innovation, and our ability to work within budgets to maximize output and results. The future will showcase our strengths of creativity, partnership, responsiveness and leadership. Other things to note: • Our long, successful history with EPBID. • Our deep list of clients that showcase our superb customer service, our ongoing commitment to delivering consistently top-level creative solutions that are results -oriented. • Our staff of experts. • Stephanie's past experience in marketing major Orange County malls; Fashion Island, Tustin MarketPlace, Westminster Mail, and others. • Local experience with other cities and other tourism/retail entities; City of La Quinta, City of Indian Wells, Westin Rancho Mirage, Indian Wells Village, Jensen's Markets, Cabot's Pueblo Museum, The Living Desert, and others. • Many staff at FGC, including Stephanie and Michelle, have experience in developing and managing major events such as the Nabisco Dinah Shore, Fashion Week (Year 1), Art of Food & Wine, large mall events (Project Earth, Project Space, Fashion Shows) and many events at Spotlight 29 Casino and others. • The FGC staff is highly knowledgeable in working with governmental agencies, specifically city councils and special districts. • Our obvious desire to continue working on this account, and taking it to the next level. I 1 1 1 A LOOK INTO THE FUTURE; A SUGGESTED EVOLUTION OF A SUCCESSFUL CAMPAIGN! PROPOSED NEW CAMPAIGN: 6• With the success of the recent campaign featuring ELLE, and knowing that the EPBID Board is supportive of this campaign evolving over the next few years, FGC has included a sneak peek at what could be a truly innovative evolution for 2015-2016. We've successfully introduced Elle to the target audiences; she has her own website, a Blog, and all the social media platforms buzzing with the exciting vibe of El Paseo. We created El Paseo After Dark to participate with the City of Palm Desert's First Weekend, and merged several other ideas into the new campaign. WHAT'S NEXT? For 2014-15, The Board approved using a photo provided by Palm Springs Life to create a new campaign, which FGC melded into a complete graphic rebranding to introduce Elle. The issue of continuing the campaign with the only available photo would be using a virtually unchanged image that may fade into the background in a crowded media marketing. THE SOLUTION: Utilize new photography (stock or photo -shoot), to carry on the visual continuity of the successful campaign, by focusing on new photos of women who embody the El Paseo brand, giving the opportunity to showcase other categories of merchandise and stores. The new campaign asks; who's the FGCe I've, you? * updated Ad can pacgvi, r tpdated www. Elpaseoulle.com § Wog § social Media * rN,creased i-R c pportt(nities * lwcreased c pportuwities with El i>aseo After Dark * increased media outreach El Paseo In r , ! l�.S'i DhE DT � ?lCdSDH� Art Walk • 5 - 8 pm Shop until 8pm Cruise Night • 3: r 5 - 6pm A world class shopping & dining destination 877.735.7273 ShopElPaseoPalmDesert.com f /n Get a ride on our In the "ead of Polm Desed, 500h of Highway I I I betymm PoWIC 5 NlVeiey IHxy 74) •a y FREE courtesy cart. asec:> s"INZE-1- A world class shopping & dining destination (177.735,7273 ShopElPose.141Dosert.— f 1: 9) AEI?—k Get a fide on our 11 :-:j:1 FREE C.O.- Cart. f t: 9) if -A 13, 111117M."MM A-R"r bov 4ck off Polni Down's First Weekend o. May I 6, 't w of 44 Sul*! AA Walk - s a — Shop urdfl Bpm Cmise Night - 3:15 - 6p 11 @, E-"Pasew l A wodd class shopping & dining destination 877.735.7273 ShopOP—PulfinDessed.— f t: 9D Col 0 rido on our FREE courtesy cart. THANK YOUI.