HomeMy WebLinkAboutC34640 - Fiscal Year 2015 - 2016 - Media PlanCITY OF PALM DESERT
STAFF REPORT
REQUEST: APPROVAL OF MEDIA PLAN FOR FISCAL YEAR 2015/16 AND
AUTHORIZATION OF THE CREATION OF A PURCHASE ORDER
IN AN AMOUNT NOT TO EXCEED $403,000 FOR MEDIA BUY
EXPENDITURES RELATED TO H & L PARTNERS (CONTRACT
#C34640) EXECUTING SAID MEDIA PLAN
SUBMITTED BY: Donna Gomez, Tourism & Marketing Manager
DATE: November 12, 2015
CONTENTS: FY 2015/16 Media Plan
Recommendation
By Minute Motion:
Concur with the Marketing Committee's recommendation and approve
the Palm Desert Media Plan for fiscal year 2015/16;
2. Authorize the creation of a purchase order in an amount not to exceed
$403,000 for said media buy expenditures related to H & L Partners
(Contract #C34640) executing said media plan.
Background
The City of Palm Desert recently contracted with H & L Partners, a new advertising
agency, to provide marketing strategies and plan development and implementation that
support a strong marketing program for Palm Desert. H & L Partners was asked to
identify demographic and geographic markets that have the highest potential for return
on investment for the City and its business community.
Traditionally, Palm Desert's marketing program has included the Southern California
drive market as well as those destinations with direct flights into Palm Springs
International Airport. Although this strategy has allowed us to have a presence within a
variety of markets, it has not provided the strong, repetitive messaging needed to
translate into heads in beds and in -market spending. Additionally, recent research
obtained through VISA VUE, a report from the VISA credit card company, demonstrates
that the drive market produces a much higher spend rate versus the fly market (10 to 1).
Staff Report
Media Plan FY2015/16
November 12, 2015
Page 2 of 3
Palm Desert's strong relationship with the Greater Palm Springs Convention and
Visitors Bureau will allow for continued representation and strong messaging within all
previously covered markets.
H & L Partners' recommended media plan represents a more targeted strategy that
focuses on the drive and local markets and provides a diversified and balanced effort.
This program has the potential to reach the highest number of people in proven areas
through the use of print, digital, television, and out of home advertising. The following
summarizes salient points of the program.
• Digital programming that reaches potential visitors at all stages of the trip
planning process and on all electronic devices
• Social media presence with the potential of reaching 5 million people
• Presence on travel sites and mobile apps with potential for 15 million impressions
• Feature articles and content based ads
• Full and half page print ads in proven publications: Orange Coast, Los Angeles,
and San Diego magazines
• Strong in -market presence: print and digital with Palm Springs Life and
representation in the Palm Springs Airport luggage claim area
• Cable television coverage with CVB cooperative advertising program
COST
% OF SPEND
PRINT
$85,257
21 %
DIGITAL
$280,743
70%
OUT OF HOME
$12,000
3%
TELEVISION
$25,000
6%
TOTAL
$403,000
100%
At its October 20, 2015 meeting, the Marketing Committee formally reviewed and
recommended approval of the FY 2015/16 Media Plan as outlined.
Fiscal Analysis
The approved Fiscal Year 2015/16 budget provides funding for media buys in the
amount of $500,000. Additional funds are available for cooperative advertising
opportunities with various community entities such as Desert Willow, hotel properties,
and El Paseo Business Improvement District, as well as local attractions. No additional
funds are being requested as part of this approval.
Staff Report
Media Plan FY2015/16
November 12, 2015
Page 3 of 3
Submitted By:
Donna Gomez
Tourism & Marketing Moager
Reviewed by:
Paul S. Gibson, Director of Finance
Jahn M. Wohlmuth, City Manager
Department H d:
Martin Alvarez
Director of Economic Development
r
ud Acosta, Assistant City Manager
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