HomeMy WebLinkAboutINFO RPRT - Branding PlanCITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Receive and file informational report regarding Branding Plan.
DATE: March 8, 2007
CONTENT: Branding Budget; February Marketing Meeting Minutes
Recommendation:
By Minute Motion, receive and file informational report and media plan for expenditures of
the $200,000 allocated for "Branding" included in the 2006/07 budget.
Report:
Along with this year's budget, City Council designated $200,000 additional marketing
dollars for branding Palm Desert. While all marketing efforts strive to develop a cohesive
brand for Palm Desert and promote the City, staff was directed to bring back a program that
furthered the existing campaign.
Upon staff recommendation, last November Council approved a $60,000 contract with
Nancy J. Friedman Public Relations. Public Relations is an important component to a
successful marketing program and Palm Desert had not previously pursued this avenue.
This was the first step in furthering the existing marketing efforts.
In addition to PR, staff is implementing a more concentrated print and television campaign
targeting the southern California market. The focus is on high -end magazines and cable
companies that will increase the City's reach and frequency in Los Angeles, Orange
County, and San Diego areas.
Attached please find the budget and media schedule for this special marketing allocation.
The Marketing Committee approved the plan as presented with the additional direction of
forming a subcommittee to review opportunities for tracking the p •motions.
Submitted By:
Kristy Kndding
Marketing Manager
Approv
Carlos L. Ort
City Manager
Sheila R. illigan
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PRELIMINARY MINUTES
PALM DESERT MARKETING COMMITTEE FEBRUARY 20, 2007
C. ADDITIONAL BRANDING EFFORTS
Ms. Kneiding reviewed the history of the City's branding efforts.
Ms. Close stated that the focus on print ads would be in Los Angeles, Orange
County, and San Diego. Television commercials will coincide with the magazine
print ads. Television and advertisements will run on KCET Los Angeles and
Orange County, Cox Cable San Diego, and Time Warner in Los Angeles. This
was a much tighter package now that Time Warner has taken over all of the
Adelphi markets, which makes it a better buy for the City.
Ms. Kneiding added that KCET audiences would travel to Palm Desert and they
meet the City's demographics.
Upon question by Sheila Gilligan, Ms. Close responded that there was some new
media buys in the Branding Program.
Upon question by Councilmember Spiegel, Ms. Kneiding responded that the
Council would not have to approve any appropriation of funds, nor was the CVA
included in the Branding Plan. The Los Angeles and Orange County drive
market was a better way to promote the City during the shoulder season. The
San Francisco, Portland, Seattle, and Chicago markets that the CVA was
targeting were focused on long-term travel and selling of packages. With regard
to tracking, she added that the print ads were coded for each magazine and she
could track visitors to the City's website.
Ms. O'Flynn was excited about the Branding Program. She expressed the desire
to discuss promotional ideas and/or create a partnership with Desert Willow
and/or the Visitor Center to work on a "Summer Savings Passport" coupon book.
Mike Osgood stated that Desert Willow partnered with Tommy Bahama's with an
offer for a free appetizer at Tommy Bahama's with a Desert Willow golf receipt.
The promotion was successful and he was certainly open to any other
promotional ideas.
Councilmember Spiegel suggested that a subcommittee be formed to brainstorm
tracking ideas.
Mr. Mandelbaum, Ms. O'Flynn, and Mr. Darius volunteered to be part of the
subcommittee.
Mr. Mandelbaum moved to, by Minute Motion, approve the branding plan as presented
and to form a subcommittee to brainstorm promotional ideas. Motion was seconded by Ms.
O'Flynn and carried 6-0.
D. FISCAL YEAR 2007/08 BUDGET
Ms. Kneiding gave an overview of fiscal year 2007/08 budget documents. She
said the website was three years old and may need a fresh new look. The City's
E-government site was undergoing major revisions to make it user friendly and
more informative. There was a lot of information on the tourism site that was
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