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HomeMy WebLinkAboutC23410 Marketing - Advertising ServicesCITY OF PALM DESERT Office of the Assistant City Manager Community Services Division Staff Report REQUEST: Consideration of a Recommendation from the Marketing Committee Relative to the Contract for Advertising Services for the City of Palm Desert. DATE: February 10, 2005 CONTENTS 1. Request for Qualifications 2. Resolution No. 03-49 Establishing the Palm Desert Marketing Committee and establishing goals and objectives for same 3. Draft Minutes of the January 18, 2005, Marketing Committee Meeting Recommendation: By Minute Motion, direct staff to conduct the Request for Proposal process as required in Resolution No. 03-49. Discussion: Approximately five years ago, the City Council approved bringing the marketing program in house. This action included a provision which allows staff to contract for advertising services. Since then, Full Gallop Marketing has provided these services in a tremendously successful manner. Through its efforts, this company has established Palm Desert as an upscale resort destination. It has created advertising campaigns which have resulted in the building of a database, it has coordinated all of the City's collateral material so that it is consistent and of the highest quality, and it has produced a unique advertising campaign which changes from year to year while keeping the message consistent. All of these are goals established under the contract; all of these goals have been met. Piper Close of Full Gallop Marketing has provided an unmatched creative approach to the City's advertising and marketing needs. This has resulted in significant increases in requests for visitor information and vacation planners through the Visitor Information Center and has assisted in the promotion of the City's merchandising program. STAFF REPORT RE: ADVERTISING SERVICES FOR THE CITY OF PALM DESERT FEBRUARY 10, 2005 Resolution No. 03-49 requires that the City go out for competitive bid for these services at least once every five years. This item was presented to the City's Marketing Committee on January 18, 2005, and discussion resulted in the Committee recommendation to the City Council that it continue with the services of Full Gallop Marketing; however, staff believes that it is prudent to look at the marketplace in this time period to give a full review of the costs and product associated with this activity. The Committee based its recommendation on its findings that Full Gallop Marketing has produced the highest quality product the City has ever had and one which is envied by other cities, not just in the Coachella Valley but throughout Southern California. The Committee also believed that this service had been provided at a cost well within the competitive parameters in the marketplace. Comments included commending Ms. Close for her willingness to accept challenges presented to her and turning them into great benefits to the City. In addition, she has been vital to the marketing program for her efforts in bringing new ideas forward, even when they have seemed unapproachable. Staff supports the Council's concern for review of this program every five years; therefore, while agreeing with the comments of the Marketing Committee, it is recommending that we complete the RFP process as prescribed by Resolution No. 03-49. Submitted by: risty Kneidig, Marketing Manag Approval: Carlos L. Ortega, ity Manager 2 Sheila R. Gilligan, AC mmunity Services The City of Palm Desert 73-510 Fred Waring Drive Palm Desert, California 92260 760-346-0611 Request for Qualifications: Advertising Coordinator The City of Palm Desert is seeking an Advertising Coordinator who is capable of managing the City's advertising function. The Coordinator will contract with the City to organize and manage the advertising and marketing efforts including budgets and media planning, as well as the development of logos, advertising campaigns, local event advertisements, and brochure/collateral pieces. It is the responsibility of the Coordinator to solicit concept, design, production, copy writing, and printing services of qualified agencies or individuals. All fees for these services are to be billed to the City at net amounts. A minimum of seven years experience in advertising, marketing, or a related field is required. Excellent planning, organizing, and time management skills are a necessity. Please submit a resume or company history, along with samples of previous work, and a list of references. Fees for coordinating services should be proposed as a monthly retainer, based on the numbers of hours of service to be provided. Enclosed please find a copy of specifications and requirements for this position. Finalists will be invited to make a presentation to the Marketing Committee which will make a recommendation to the City Council regarding the award of this contract. Materials must be received by 5 p.m. on Monday, February 21, 2005, in the Department of Community Affairs, 73-510 Fred Waring Drive, Palm Desert, California 92260. For further information, please contact Kristy Kneiding at 760-346-0611, ext. 487. City of Palm Desert Specifications & Requirements for Advertising Coordinator Objectives: 1 Plan, coordinate, and oversee all local, regional, and national advertising/marketing efforts with regard to all chosen advertising mediums, utilized on behalf of the City of Palm Desert. 2. Establish the City of Palm Desert as its own sole entity with regards to media placement, in essence, creating an "in-house" agency status which will enable the City to collect all commissions and discounts normally afforded to independent advertising agencies. 3. Solicit concept, design, production, and copy writing services of qualified agencies or individuals necessary to maintain and/or improve the quality and appearance of marketing materials generated on behalf of the City. All fees charged for services rendered will be billed to the City at net amounts. 4. Insure that all work performed on behalf of the City of Palm Desert (to include but not limited to: printing, photography, copying, shipping, and delivery), be billed to the City at net amounts. 5. Develop an annual budget in accordance with the guidelines established by the City and Marketing Committee. 6. Work closely with members of the City Staff, Marketing Committee, as well as any specific sub -committee of the Marketing Committee formed for the purpose of maintaining and/or improving the marketing/advertising efforts of the City of Palm Desert. 7. Plan, organize, and oversee special requests or projects assigned by the City of Palm Desert and/or its Marketing Committee. 8. Establish acceptable timetables for all marketing, advertising, and special projects produced on behalf of the City of Palm Desert. 9. Evaluate all proposals submitted to the City and issue recommendations based on cost, validity, and perceived benefits to the marketing/advertising objectives of the City of Palm Desert. Qualifications: 1. Minimum of 7-10 years experience in advertising/marketing including extensive experience in local, regional, and national media placement and tourism related applications. 2. Extensive knowledge of all aspects of advertising including print, radio, and television production. 3. Extensive computer skills — graphics, excel, etc. 4. Excellent oral and written communication skills. 5. Excellent interpersonal skills. 6. Display the ability to work well under pressure and meet deadlines. 7. Ability to establish and maintain excellent media relations. 8. Excellent knowledge of the Coachella Valley tourism industry. 9. Excellent planning and organizational skills with the ability to manage time. 10. Extensive experience with budget preparation. RESOLUTION NO, 03-49 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PALM DESERT, CALIFORNIA, DISBANDING THE PROMOTION COMMITTEE AND ESTABLISHING A PALM DESERT MARKETING COMMITTEE WHEREAS, the Palm Desert City Council amended the bylaws and established new direction for the Promotion Committee on September 11, 1997, to advise the City of Palm Desert regarding the best method of planning and implementing an advertising, activities, and promotion program; and WHEREAS, the responsibilities of the Promotion Committee, as it was established_ in 1997, were to review monthly billing, to evaluate the effectiveness of programs, and direct an outside marketing agency; and WHEREAS, in July, 2000, the City created the position of Marketing Manager to bring a more dedicated effort and focus to the marketing of the City, at a significantly reduced rate. The responsibilities of this position have replaced those assigned to the Promotion Committee as it was established; and WHEREAS, the City Council formed a subcommittee of staff and two Council liaisons for the purpose of reviewing the goals, objectives, and bylaws. The City Council has found it appropriate to review all of its committees and commissions, particularly those long established, for the purpose of determining the role of the committee today in Palm Desert, its organization, its structure, and effectiveness; and WHEREAS, this review has been completed with a finding that the existing Promotion Committee in its current structure is not meeting the City's needs as they exist today. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Palm Desert, Califomia, that Resolution No. 97-77, establishing the organization, objectives, and responsibilities of the Palm Desert Promotion Committee is hereby rescinded. NOW, THEREFORE, BE IT FURTHER RESOLVED by the City Council of the City of Palm Desert, California, that a Marketing Committee shall be established with the following organization, objectives, and responsibilities: 1. The objective of the Marketing Committee will be to review, monitor, and evaluate the marketing, advertising, and public relations efforts. G:\CityClrk\Karen Russo\Agenda Items\Resolution-Promotion Committee.wpd Page 1 RESOLUTION NO. 03-49 RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PALM DESERT, CALIFORNIA, DISBANDING THE PROMOTION COMMITTEE AND ESTABLISHING A PALM DESERT MARKETING COMMITTEE April 24, 2003 2_ The purpose of the Marketing Committee is to evaluate the annual marketing and media plans, to participate in the creation of an annual marketing budget, and to review the expenditures of the annual marketing budget. 3_ The Committee shall review print and electronic media advertising, review collateral materials, and make recommendations for special events requesting financial support from the City. 4. At least once every five years or as otherwise recommended by the Committee, the Committee shall conduct a formal competition to select a consultant/advertising agency to provide contractual professional services required by the City. 5. This Committee shall be comprised of seven members representing a large hotel, a small hotel/motel, a large retailer, a small retailer, a shopping center, a restaurant, and a tourism advocate. 6. Members of this Committee shall be appointed by and serve at the pleasure of the City Council forfour-yeartemms commencing upon appointment and based upon the calendar year. However, initial appointments will be made in a manner so as to stagger the terms to provide continuity of membership. 7. Regularly scheduled meetings will be held bi-monthly and will be scheduled at a time and date approved by appointed members. 8 A chair and vice -chair shall be selected by the membership to serve a one-year term. Such annual review and appointment is to promote equal opportunity of the membership to serve in a leadership role. 9. Written records of actions taken or recommendations made shall be kept by an official recording secretary. 10. Members will be permitted two unexcused absences per calendar year. The third unexcused absence will constitute an automatic resignation. Excused absences include a death in the family, hospitalization, jury duty, or military service. G:ICityClrklKareo RUSSO\ Agenda Items\Resolution-Promotion Committee.wpd Page 2 RESOLUTION NO. 03-49 RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PALM DESERT, CALIFORNIA, DISBANDING THE PROMOTION COMMITTEE AND ESTABLISHING A PALM DESERT MARKETING COMMITTEE April 24, 2003 PASSED, APPROVED, and ADOPTED by the City Council of the City of Palm Desert, Califomia, at its regular meeting held on the 24th day of April, 2003, by the following vote, to wit: AYES: NOES: NONE ABSENT: NONE ABSTAIN: NONE ATTEST: R C ELLE D.�KLASSE CITY CLERK GaCityClrklKaren RussolAgenda Items\Resolution-Promotion Committee.wpd Page 3 CRITES, FERGUSON, KELLY, SPIEGEL, BENSON N M. BENSON, MAYOR MARKETING COMMITTEE MINUTES January 18, 2005 Page 5 DRAFT Ms. Byrd asked if there was any interest in making "92260" a monthly magazine. Ms. Krans said the goal was to do just that. Mr. Rodriguez shared his concerns about the relationship between the press and a municipality. high ofastandardbut felt he believed apologized because, old another organization to thatg standard was there for a reason. Mr. Sherwin responded to Mr. Rodriguez's concerns. The CVA does not receive any more favorable coverage from The Desert Sun because of their contract with them. It is a separate operating unit and their people have a lot of integrity. If the Marketing Committee decides to pursue this, in his view, knowing something about The Desert Sun, there would not be an adverse impact to the City of Palm Desert. Ms. Gilligan said the difference between this presentation and the one we had a year ago, was that last fall we were being asked as a City to make a $100,000 contribution. She felt this presentation was seeking our support of it as a community a do with zinePaldmeSpringsg n LifeWit ould Ms not Gille much igan felt different than what w Executive Management would support the inaugural edition. She felt that this was a different request than last's years and mentioned that staff recommendation is for approval. Mr. Sherwin asked if this was a custom publishing project that allows Palm Desert some editorial control. Ms. Krans responded that they would welcome input and encourage story ideas, but this publication is independent and the City does not have control. Motion made by Mr. Rodriguez to approve staffs recommendation to advertise and add "92260" magazine to the City's media plan, seconded by Mr. Mandelbaum. Motion approved unanimously. D. RECOMMEND APPROVAL OF THE REQUEST FOR QUALIFICATIONS (RFQ) AS SUBMITTED BY STAFF TO SECURE AN ADVERTISING COORDINATOR Ms. Kneiding gave a brief history and presentation regarding this item to the committee. Ms. Gilligan added that bringing the marketing in-house has saved the City about $100,000 to $200,000 per year, including Ms. Kneiding's position and Full Gallop Marketing's retainer. The City has been able to put that money back into the Marketing budget. MARKETING COMMITTEE MINUTES January 18, 2005 Page 6 DRAFT Mr. Mandelbaum noted that he has experienced both the advertising agency and in-house marketing with the City. He said the in-house marketing is 100% better than the advertising agency, but not only in dollars. The quality of the advertising is so much better than it has ever been before. Motion made by Mr. Mandelbaum to recommend extending Full Gallop Marketing Communications contract for one more year, seconded by Mr. Rodriguez. Motion approved unanimously. VI. OLD BUSINESS A. CRITIQUE OF 2005 ROSE PARADE Ms. Kneiding asked for comments from the committee regarding the 2005 Rose Parade. Ms. Gilligan gave an overview of the comments she received from some City Council members. She wanted feedback from the committee on whether they felt it was a good investment of advertising dollars. Mr. Sherwin gave some history about the conception of the rose parade float, and its current status. Ms. Kneiding agreed that the float should definitely reflect the Valley and build the brand. She also felt it was a great opportunity to get an amazing amount of exposure for the area. Mr. Rodriguez felt everyone would like to see a great float. Mr. Mandelbaum suggested that each city have a liaison work with the float builder. He thought the involvement of meeting planners was a great idea and the exposure on that one day was good, but if it becomes an annual event that would be even better. Ms. Bird said it was a good event. However, she would not be comfortable donating another $20,000 next year. She could support the idea if other cities got involved with the project. Mr. Sherwin asked the committee if they were positively inclined towards pursuing this project. Ms. Byrd said if it were better organized she would be supportive. Ms. Kneiding agreed. Mr. Rodriguez added that a proper message would need to be addressed as well.