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HomeMy WebLinkAboutC29060 - Marketing Svcs �1•�� � � CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Award Contract No. c29obo to Full Gallop Marketing Communications in the amount of$144,000 for Marketing Services. DATE: June 11, 2009 CONTENT: Advertising Coordinator Services Contract March and May Marketing Committee Meeting Minutes Full Gallop Marketing Proposal and Presentation Recommendation: By Minute Motion: 1) Concur with the Marketing Committee's recommendation and award Contract No. c2906o to Full Gallop Marketing Communications in the amount of $144,000 for Marketing Services for Fiscal Year 2009/10; 2) authorize the Mayor to execute the agreement on behalf of the City. Executive Summary: As stated in Resolution No. 03-49 for the creation of this Committee, every five years, or as otherwise recommended, the Marketing Committee will be responsible for participating in the review process of all interested advertising agencies. In February 2009, a request for proposals was distributed soliciting advertising/ marketing services. Subsequently, a Marketing subcommittee was formed to review the 17 proposals, from which four agencies were selected to be interviewed. At its March 2009 meeting, the Marketing Committee participated in the presentations and interviews of the selected agencies. Staff asked the Committee to rank them in order of preference. The Committee agreed that two of the presenting companies, Greenhaus and Full Gallop Marketing (FGM), were equally impressive and directed staff to conduct further interviews. After follow up interviews, staff determined that contracting with FGM is in the best interest of Palm Desert. They offered the most, well-rounded, results driven approach to Marketing at the best price. Currently Palm Desert contracts separately with Mighty Interactive (a division of Off Madison Avenue) for online initiatives including search engine optimization, as well as pay-per-click and online advertising. Full Gallop Marketing has an established relationship with Mighty Interactive. They have joined forces to provide a full-service, Full Gallop Marketing Contract -- Page 2 one-stop-shop agency that ensures a comprehensive approach to marketing and delivers a financial savings to the City. At its May 2009 meeting, the Marketing Committee unanimously endorsed a new contract with Full Gallop Marketing. Background: The request for proposal included the requirement that agencies be capable of assisting in the development of a strategic plan and annual budget as well as 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. The RFP also requested extensive knowledge of all aspects of advertising including print, online, radio, television, direct mail, and out-of-home. During its presentation, Greenhaus of San Diego, showcased a variety of creative campaigns that were well received by the Marketing Committee. Additionally the company pitched several promotional ideas such as flags/banners, posters in empty store fronts, and a Palm Desert mobile experience booth. They also discussed looking for new target markets, possibly the younger set. The presentation focused heavily on new campaign ideas and very little on marketing strategies, online initiatives, and results. While Greenhaus's creative was extremely well-received by the Committee, it lent itself to more print oriented media, as did its agency experience. Over the past year, the City's marketing strategy has shifted into the more cost-effective, targeted online arena. It became apparent in follow up interviews that the agency had very little experience with online initiatives. Greenhaus representatives noted that the agency has subcontract with other companies for that expertise. FGM and Mighty Interactive's presentation focused on how times have changed and how Palm Desert's marketing efforts should continue to evolve with those changes. Over the years, FGM has helped create a high-quality Palm Desert brand that clearly reflects the City and is recognizable in our target markets. The agency constantly looks for new and unique opportunities for partnerships and has strategic media buying skills that increase Palm Desert's requests for information. Palm Desert has been working with Mighty Interactive for over a year, and its expertise in online strategies, lifecycle marketing (maintaining customers we spend time and money attracting), research, and social media is incomparable. All advertising buys are monitored and analyzed for cost efficiency and effectiveness, and its staff is up-to-date on the latest trends, including the benefits and drawbacks. Since launching an online marketing campaign, the requests for vacation guides and information have increased significantly. FGM's history, creativity, and vision for the future, coupled with Mighty Interactive's industry knowledge and performance, make it the best marketing partner for the City of Palm Desert at this time. Full Gallop Marketing Contract -- Page 3 The Marketing Committee has raised questions about continuing Palm Desert's Plan to Be Spontaneous advertising campaign. FGM has incorporated new photography and an updated concept into the campaign. Staff and the Marketing Committee will be reviewing these changes and offering additional suggestions to make it even more effective. Economic considerations also factored into staff's recommendation to retain FGM. The Marketing budget has been reduced by 22 percent for fiscal year 2009/10. Starting at square one with a new agency involves a significant learning curve and additional funds for new creative concepts. In addition to a new ad campaign, accompanying collateral materials such as the vacation guide would need to follow suit. Greenhaus estimated the following costs: $30,000 for a new campaign, $15,000 for a brand story/identity, and $2,000 for a strategic plan and media plan, with a retainer of $10,000 per month. Fees associated with search engine optimization and pay-per-click online programs would not be included in the retainer and would present additional monthly costs. Given the current budget, this represents a significant expenditure to recreate a Palm Desert brand that has served the City welL FGM has already established Palm Desert's brand story/identity, and a strategic plan and media plan are included in the retainer. Costs to update the current advertising campaign would be minimal. In addition, staff is confident that there will be no unexpected fees with FGM. A contract with FGM would include a change in the fee structure. Currently, the City pays FGM $8,025 per month for advertising services and Mighty Interactive approximately $5,300 per month for online services including online campaign development/management, search engine optimization, and pay-per-click programs. These charges would be combined into one retainer of $12,000 per month, saving the City $15,900 this year. This annual contract provides 96 hours of service per month. As in the past, the agreement would include a monthly retainer with no agency commissions or mark-ups. Staff is confident that continuing the relationship with FGM and its partner, Mighty Interactive, is in the best interest of Palm Desert, not only for its brand, but financially as well. Staff recommends a one-year contract in the amount of $12,000/month with FGM for fiscal year 2009/10 advertising services. Submitted By: , risty Kne' ing Sheila R. Gilligan Marketing Manager Assistant City Manag r p ro a J ohlmuth Paul Gibson it Manager Director of Finance REGDI.AR PALM DESERT CITY COIINCIL MEETING JDNE 11, 2009 %IV. NEW BUSINESS J. REQUEST FOR AWARD OF CONTRACT FOR MARKETING SERVICES IN THE AMOUNT OF $144,000 TO FULL GALLOP MARKETING COMMLTNICATIONS (CONTRACT N0. C29060) . Rec: By Minute Motion: 1) Concur with the Marketing Committe's recommendation and award the subject contract to Full Gallop Marketing Communications in the amount of $144,000 for Marketing Services, Fiscal Year 2009-2010; 2) authorize the Mayor to execute the agreement on behalf of the City - funds have been budgeted in General Fund Account Nos. 110-4417-414-3215 and 110-4417-414-3223. CITY COUNCILA�'ION APPROVED DErTIED RECEIVED UTHER MEETI G DA ' AYES. - �e/ NOEs: �z �7 r ABSENT: � ABSTAIN: VERIFIED BY: Original on Fite with City Cle 's Office APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MARCH 17, 2009 V. NEW BUSINESS A. PRESENTATIONS OF PROPOSALS FOR ADVERTISING/ MARKETING SERVICES CONTRACT Ms. Kneiding explained the evaluation process to the Committee. The RFP listed experience by categories: strategy and vision, experience, competence and tracking performance, creativity, price and past performance with City government, and tourism. She distributed a score sheet based on a 1-5 scoring system; 1 = poor and 5 = excellent. She scheduled 30 minutes for each proposal with a 15 minute Q & A session. 1. Santy Santy executives introduced themselves to the Committee: Dan Santy, Principal, Joe Caponigro, VP/Media Director; Rebecca Seymann, Digital Director and Steve Koch, Director of Client Services. A presentation was made on the Company's advertising and marketing experience. Ms. Kneiding commented that their pricing was not in their proposal; however, Santy bills their clients at $150 per hour. Upon question by Mayor Spiegel, Ms. Kneiding responded that Santy does not have anyone working in the area. Upon question by Lee Morcus, Ms. Kneiding responded that she believed that Santy has worked with some Convention & Visitors Bureaus. It was noted that no creative or spec ads had been presented. 2. Reynolds & Associates Charles Reynolds, President, introduced himself and Margie Gostyla, Executive Vice President, to the Committee. Mr. Reynolds gave detail on his firm's experience in advertising and what they could bring to the City of Palm Desert. They focused primarily on their media buying skills. Upon question by Ms. O'Flynn, Ms. Gostyla responded that they would be happy to provide a list of references. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MARCH 17, 2009 Committee discussion: Ms. Maggio did not feel they were progressive and their creative was not very strong. Ms. Byrd-Hrivnak agreed with Ms. Maggio's comments and did not feel the City needed to change just for the sake of change. Mayor Spiegel liked how the company sought additional advertising value. Brent Wise stated that their partnership marketing was a definite plus; however, he would have liked them to expand on what they would be bringing to the table. He felt that their proposal did not cover the overall offerings of the entire city. 3. Full Gallop Marketinq Piper Close, Full Gallop Marketing, Mike Corak, Mighty Interactive, and Amy Rushia, Mighty Interactive introduced themselves to the Committee. Ms. Close presented a campaign of how times have changed. She believed the current campaign had great momentum going forward and wanted to move the campaign to the next level. Mr. Corak and Ms. Rushia presented their ideas of continuing the internet marketing program, currently in place, but stepping it up a notch with new ideas and greater exposure. Mr. Morcus thanked Ms. Close for all of her years with the City. Upon question by Mr. Morcus, Mr. Corak explained that Twitter was a social networking site and that the City of Palm Desert currently has a Twitter account. Upon question by Ms. Maggio, Mr. Corak said the trend for older Twitter users was increasing. Upon question by Ms. O'Flynn, Ms. Close responded that the offline/online budget split was 60/40. Committee discussion: Ms. O'Flynn stated that since her time on the Marketing Committee she has appreciated and respects Ms. Close's work. She also 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MARCH 17, 2009 appreciated the working relationship she has with Ms. Kneiding and felt that was important. Ms. Bird-Hrivnak was impressed and thought Ms. Close's proposal was very creative. The presentation focused on all areas outlined in the RFP. She thought there was nice diversity in all areas of marketing. Ms. Maggio stated that her campaign was stronger now with the new ideas she presented. She was pleased with her proposal. 4. Greenhaus Craig Fuller, Principal, Stacy Weber, Media Director, and Kimberly Stouffer, Account Supervisor introduced themselves to the Committee. Mr. Fuller presented several creative campaigns via story boards. Ms. Weber gave information on how Greenhaus would market the City through print media and the internet. Ms. Stouffer covered other ideas for marketing the City. She outlined how they could do more with areas of the City that they believed were being underutilized Upon question by Mr. Morcus, Ms. Weber responded that she believed social media was important but it may or may not suit the City. Ms. Maggio loved that they brought the family element into the presentation because this community is family oriented. She was really drawn to the board's statements and warm colors. Upon question by Ms. Bird-Hrivnak, Ms. Weber responded that they will either use specific URL or phone tracking mechanisms to track print ads. Committee Member Summary Comments Mr. Wise was impressed with Greenhaus. He liked that they mentioned the Canadian market and cross partnerships. Their look was progressive and he thought they would be out looking for new and younger markets. He stated they had an interesting thought process and rated Greenhaus his number one choice. 4 _ APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MARCH 17, 2009 Ms. O'Flynn was happy to see Ms. Close come in with a very strong presentation. She felt Ms. Close answered the concerns that she had going forward and also answered her questions regarding creative. Ms. O'Flynn hoped to see enhancements to the current campaign. She thought Greenhaus made a strong statement without a power point presentation. She felt that the two individuals accompanying Mr. Fuller really energized the presentation and ranked it second. Ms. Bird-Hrivnak said that Full Gallop was her first choice. She thought that Ms. Close and Mighty Interactive presented a comprehensive plan rounding out all sides of online and offline advertising. She felt their creative may not have been as strong, but she thought there was great potential, and the campaign was moving in a good direction. She said her second choice would be Greenhaus. She said they presented a lot of creative so it was hard not to find one you liked; however, she did not believe that some of the ideas were realistic for implementation due to current budget cuts and restraints. She was disappointed about the lack of online experience and philosophies. Mr. Morcus felt Ms. Close made a strong presentation. He said it was extremely well thought out, well presented, and very progressive in many ways. However, he believed that Greenhaus would be the one to select. He felt their approach was fresh and cutting edge. Regarding social media, he thought they were strategic and tactical. He believes Greenhaus could craft a powerful message. To Ms. Bird-Hrivnak's point, he agreed that if we stay with Full Gallop the City would probably have a more affordable program this year. Ms. Maggio stated that she felt working relationships with agencies were extremely important. She was pleased with Ms. Close's presentation and she felt she made some good points. However, she said it was exciting to see the creativity of Greenhaus and their out of the box ideas. Mayor Spiegel believed that Greenhaus really thought outside the box. They presented a lot of different ideas, some better than others, and they did their research. He felt Greenhaus was the most interesting of the proposals. He added that we do know what we have with Ms. Close. Ms. Bird-Hrivnak said we still need to get a little more detail on Greenhaus and their budget. 5 .?a. APPROVED MINUTES PALM DESERT MARKETING COMMITTEE MARCH 17, 2009 � Ms. Kneiding stated that she would talk with Greenhaus about their budget, their technical online stand point, and to see how they would work as a team. She felt that the most important thing was not whether you like the ad, or I like the ad; it is how many people are interacting with it or making a call to action. Requesting a guide or coming into the Visitor Center wanting more information is what it's about. She stated that she knows with Mighty Interactive that is going to happen based on one month of online activity. Our conversion rates for requests are high. Mr. Morcus said Mighty Interactive really impressed him. Ms. Kneiding said they are very sharp. Ms. Bird-Hrivnak responded that she agreed. Ms. Maggio agreed with Ms. Close about the advertising photography and would like to see the current campaign refreshed. She liked that the proposal made a personal connection. Ms. Kneiding said she was excited to have two companies that she felt comfortable with and that whatever happens, the City would be well represented. Committee Member Results Emily Bird-Hrivnak— Full Gallop, Greenhaus Theresa Maggio —Full Gallop and Greenhaus tied Lee Morcus— Greenhaus, Full Gallop Sara O'Flynn — Full Gallop, Greenhaus, Santy, Reynolds Brent Wise — Greenhaus, Full Gallop VI. CONTINUED BUSINESS None VII. OLD BUSINESS None VIII. REPORTS FROM CITY COUNCIL LIAISONS A. City Council None 6 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE MAY 19, 2009 Ms. O'Flynn moved, by Minute Motion, to recommend a sponsorship amount of $75,000 for Fashion Week EI Paseo 2010. Motion seconded by Brent Wise and carried 5- 0. B. NANCY J. FRIEDMAN PR REPORT, JANUARY—APRIL 2009 Ms. Kneiding stated that the Friedman Agency focused on Marriott Desert Springs and the City's Energy Program. They took time to learn about the Energy Program and were doing great work regarding its coverage. A representative from the Nancy J. Friedman Agency, along with several travel writers, was here in May for a press trip, which went very well. Ms. Kneiding spoke to the Daily Green's Heart of Green Award honoring Pat Conlon. Ms. Bird-Hrivnak announced that there will be a feature in the June Alaska Airlines magazine regarding the Marriott's golf course. The press trip was successful, and a great group of writers attended who were interested in the area and had a lot of questions. She felt the press trip would result in some great articles. Ms. O'Flynn moved, by Minute Motion, to receive and file the Nancy J. Friedman PR Report. Motion seconded by Lee Morcus and carried 5-0. C. MEETING GUIDELINES AND PROCEDURES Ms. Kneiding stated that David Hermann did a great job outlining the guidelines and procedures, which were put together for informational purposes. Ms. O'Flynn appreciated this information. Ms. O'Flynn moved, by Minute Motion, to receive and file the Meeting Guidelines and Procedures report. Motion seconded by Brent Wise and carried 5-0. VI. CONTINUED BUSINESS None VII. OLD BUSINESS A. ADVERTISING AGENCY SELECTION Ms. Kneiding stated that after the presentations by proposed advertising agencies, the Committee members were split between Full Gallop and Greenhaus. Subsequently, she and Ms. Gilligan conducted follow-up interviews with Greenhaus and Full Gallop. Ms. Kneiding's concerns with Greenhaus were its lack of experience with online initiatives. She learned that Greenhaus often contracts out online services, which would result in 4 PRELIMINARY MINUTES MAY 19, 2009 PALM DESERT MARKETING COMMITTEE additional costs. When she and Ms. Gilligan meet with Full Gallop, they were most impressed with its online initiatives and cost savings for the City. The cost of advertising and online services would be all inclusive in the Full Gallop contract. She spoke with Ms. Close regarding creative, and the agency would be tooking at getting new photography, depicting real people in real locations, and making the "Plan to be Spontaneous" secondary with Palm Desert being the headline. The cost of creating a new campaign with Greenhaus could run $30,000. She said there were real results with the partnering of Mighty Interactive and Full Gallop. Combined with the uncertain budget year and experience that Full Gallop brings to the table, staff was recommending Full Gallop. Upon question by Mayor Spiegel, Ms. Kneiding stated that she would propose a 1-year contract. The new contract will not be an extension of Full Gallop's current contract. She thought this would be a good year to test new advertising online vs. offline and review those results at the end of the year. Ms. O'Flynn stated that the relationship between city staff and Full Gallop was strong and that stands out for her. Full Gallop is a known entity and reliable and with the addition of Off Madison/Mighty Interactive, there have been positive changes to website development. Considering budget issues and the economy, it makes good marketing sense to continue working with Full Gallop. The only misgiving she sees is that when you have worked with somebody for as long as the City has worked with Full Gallop, there can be issues with keeping a campaign fresh. She felt the reason the Committee liked Greenhaus was because it was fresh and had a "punch" and a "wow" to it. She felt confident that Ms. Kneiding and Ms. Close could work together to make the City's current campaign fresh and alive. A discussion was held regarding the new website tracking tool and how that change affected the numbers on the Visitor Center's Activity Report with regard to visitors to the website. Ms. Maggio moved, by Minute Motion, to approve staff's recommendation for a one year contract with Full Gallop Marketing for advertising services for fiscal year 2009/10. Motion seconded by Emily Bird-Hrivnak and carried 5-0. 5 `x;, ^.�� Y,�1, a t� '.':t..; $ �"u FULL GALLOP M A R K E T I N G A C A L I F O R N I A C O R P O R A T I O N CITY OF PALM DESERT MARKETING AND ADVERTISING PRESENTATION 760/5b8-9784fax 1216 Sandpiper, Palm Desert, CA 92260 �; �.>.,� �s�: � �+i;. � � k�� �' W H Y A R E W E I N T E R E S T E D I N T H I S A C C O U N T ? WE KNOW YOU - YOU KNOW US Fulf Gallop Marketing, Inc. (FGM) has been the agenty of record for the City of Palm Desert (CPD) since 2000. During that time the agency has worked in tandem with staff to build a highly recognizable and successful brand. Prior to hiring FGM, the CPD had limited brand recognition and relied mainly upon the marketing efforts of the PSDRCVA and the City of Palm Springs. Now they're copying you! Today,Palm Desert is an internationally known resort destination and is additionally known as a leader in recycling, energy conservation and environmental concerns and solutions. FGM has worked with CPD in each of those efforts to ensure the most creative solutions and consistency within the City's messages and brand identity. Building a brand is an exciting process and important investment. CPD has made great strides in increasing brand awareness, but we have important and exciting work to do! While our traditional media has been aggressive and confident in approach and placement, the web site has not worked as hard or as smart as we know it can.Now,with proven resources we feel it is time to capitalize on the investment and take the brand to specific demographics to gain more of the market share CPD is seeking. FGM is eager to continue its relationship with the CPD and to take the successful traditional media campaign to the intemet for even greater results. FGM knows this brand and is as well equipped to take your investment,capitalize on it,and take CPD to the next IeveL To this end, FGM joined forces with Mighty Interactive. Mighty Interactive (MI) has worked with CPD over the past b months, helping with Web site strategy, and developing the recently launched www.palm-desert.org Web site. MI has also provided consultation in regards to online media planning and search engine marketing. With proven CVB and hospitality industry experience and the partnership with FGM, we are confident that together we can provide the return on investment CPD is looking for. ':��s= 1ta: >�€, ��� .. q•F.; ?^`^, W H A T D O W E K N O W A B O U T T H E A C C O U N T ? BEFORE YOU FOLLOWED, NOW YOU LEAD The CPD has aggressively positioned itself as a worid class resort destination with the finest in services and amenities;entertainment,shopping and dining opportunities,and of course, the attraction of the sun that makes everything more enticing. Paim Desert is a destination everyone can enjoy; couples, families and singles looking for a day trip,weekend getaway or multi-week vacation.The primary target markets have been the two hour drive or flight time areas; LA, San Diego, and the Pacific Northwest area that enjoy our community as a winter escape, and the more recent change in the economy puts the Canadian market into play.The young/LAHollywood set has also rediscovered the desert as the place to exercise their spontaneous need to escape. The account has a balance between the marketing to the previously mentioned out-of-market targets but afso capitalizes on the results produced of the PSDRCVA and other desert communities. Palm Desert ensures that once a visitor arrives in the desert they know that the best in shopping,dining,and recreation is found in Palm Desert with strategically placed local advertising messages. Additionally, Palm Desert has events and materials produced for its residents.The benefits of being a Palm Desert resident are well known in the valley and are often the reason for residency. All events are promoted for visitor enjoyment and included in the Visitor Guide. These events also help to position Palm Desert as a year round destination. The European market is not intimidated by our summer heat and local events provide options for activities. FGM/MI has a great understanding of the day-to-day challenges, needs and goals. The traditional print and electronic campaigns have been effective and well received. Now the campaign is ready to be transitioned to have greater appeal to and target more of your demographics.We have already begun to develop and implement strategies online to meet and exceed these needs. Initially,we recommended that online efforts be honed to emulate interactive marketing best practice. This includes utilizing all standard digital tactics, and aligning them with offline efforts to gain a greater marketing footprint in sum. Next steps include turning up the volume on these efforts with the goal of building one to one relationships with target audiences. ` � '�� 1 �� � s �. ' WHAT ARE YOUR TECHNICAL COMPETENCIES, "" CERTIFICATIONS AND PARTNERSHIPS WE ARE WHAT WE KNOW Full Gallop Marketing is managed by Piper Close who has for the past nine years produced the creative concepts, market and media plan and supporting budget for The City of Palm Desert. All aspects of the plan and budget have been organized, managed and maintained by her. FGM is unusual in that all creative and production services are contracted for allowing the budget to be fully maximized. All creative concepts are generated by Ms. Close, presented to staff and reviewed by the marketing committee. Upon approval, campaigns and concepts are assigned to the designers, writers and other creative services best suited to execute the assignment at a negotiated price. This unique approach to assembling the right team for the project allows the client to receive the best designers, writers, animators, videographers, photographers, web designers and printers wherever they may be located and at a net cost to the client. FGM benefits from the organizational and communication skills to direct creative teams for a variety of projects always ensuring the end product represents the client on an international scale.Additionally, FGM expertise inc�udes the necessary knowledge of the printing industry. This is critical while working with designers and printers simultaneously to trouble shoot collateral materials, making design decisions prior to layout, ensuring the best end product is created within or under budget. FGM is proficient at media planning and negotiating.Good relationships with media reps not only garners optimum rates for their clients,but also keeps them at the forefront when special opportunities arise. The partnership with Mighty Interactive completes the list of services Palm Desert needs to ■OOe take its brand to the next level.Together,we work with the NJF PR firm,ensuring all marketing efforts are communicated so that no opportunity is missed. Mighty Interactive employs over 20 trained, interactive professionals. These resources not only come from some of the top interactive entities in the industry(ex. iCrossing), they also have business and marketing backgrounds as well as technical know how, ensuring that all efforts are not only executed in the most technically sound manner,but are also on brand and strategy. MI is split into a number of departments with core competencies in Research and Strategy, Digital Creative, Web Site Development, Content Development, Project Management, Account Planning, Strategic Marketing Planning, Online Advertising, Search Engine Optimization and Marketing, Customer Lifecycle Marketing (email, SMS, voicemail), Social Media, and Testing and Analytics. In terms of tools, our Customer Lifecycle Marketing department prefers Exact Target as their recommended communications platform, though they do have experience with other email platforms like SilverPop,Constant Contact, and more. MI is a Gold partner with Exact Target, which is an earned distinction both in business terms and certification through proven aptitude. Winners of a wide variety of email marketing awards including those most prominently from Marketing Sherpa, MI speaks regularly on email best practice and trends at notable conferences, and is a participating member of the eec(Email Experience Council). For testing, MI uses Google Optimizer and Vertster, as well as Crazy Egg and others tools. Mighty Interactive believes testing is at the core of sound interactive marketing,and provides these services as part of normal operations. �� � '«tN.'.. �K.�'j���. MI prefers Google Analytics for Web site measurement, but is also proficient with a number of other platforms including Omniture, Coremetrics, and more. For search marketing, MI has years of hands on experience and relationships with all of the major engines, and certified resources working on client accounts day to day. MI has experience using a wide variety of bid management tools. Given the choice, Keyword Max is a cost effective,easy to use platform that Mighty Interactive recommends. MI is a member of many industry groups including SEMPO, the Search Engine Marketing Professionals Organization. Arizona is the testing ground for the first regional chapter of SEMPO. Mighty Interactive participates in the group as board members. MI prefers to place online advertising on its own ad server using TruEffect.TruEffect allows for real time results tracking and testing, making banner testing and replacement a cinch, much easier than relying on various venues to manage and change out creative per request. The result in terms of conversion rate more than makes up (often times doublej for the nominal expense.When planning online advertising creative, MI recommends the use of Rich Media. Rich Media banners can often double or triple conversion rate. While MI can support a wide variety of programming languages including .asp, .net, and .php, MI prefers the Ruby on Rails platform, the same platform used to develop www.palm- desert.org. In terms of efficiency and related cost, Ruby on Rails programming typically saves our clients +33% in time and related development fees compared to other comparable development languages like .net. �.; w:ti; f. a .us;, .� W H A T A R E Y O U R F E E S ? WE'RE WORTH EVERY PENNY Services are billed at a blended rate of$150 per hour, terms net 30. This rate is subject to negotiation dependent on volume and services rendered.Services are typically contracted on a fixed fee, retainer basis, service level based on actual hours and an agreed upon scope of work. Creative services including graphic design, copy/script writing, photography, video- graphy, printing and duplicating are not induded in the retainer.All seroices contracted with outside vendors and media will be negotiated within budget and invoiced at net amounts. We do not charge commissions (% of inedia spend), the common industry approach. This ensures that our focus is on the results we are achieving for our clients rather than the concentrating on the amount they are spending on media, which has no relation to results. Projects outside the budget will be quoted and approved prior to initiation. In terms of third-party costs,there are nominal fees for ad serving(typically$.50 per thousand served),and even less for testing.Since we are able to complete all tasks in house,we do not incur 3rd party labor costs. } ���� 2Sht;i. ,� .��#" .:",.'�`���. W H A T A R E Y O U R A S S U M P T I O N S ? YOU NEED US We assume that the City of Palm Desert is seeking an advertising agency that offers creative solutions in brand development and management and afFords the most transparency and the greatest flexibility to maximize the budget. We assume the City wants a team capable of capitalizing on their marketing investment by taking their brand to the next level via internet marketing, and that achieving measurable results is of the utmost importance. It is our belief and mode of operations that all efforts should be measured and continually tested and adjusted to maximize return ongoing directly aligning with your goals. We also assume that the City of Palm Desert is in search of a true marketing partner to conduct business as a trusted extension of the marketing team, and that internal contacts will play an integral role in ongoing marketing efforts. _ --.�___ v ,� . � ,. ���� � , , y° ,: �e: W H A T I S Y O U R E X P E R I E N C E ? HOW WE GOT SO SMART Full Gallop Marketing, Inc. is in its eleventh year of business. The primary focus of the business has been dedicated to building the Palm Desert brand and marketing it as a resort destination. The secondary focus has been to develop the City's other assets and programs including recycling with Recycle Binney, energy conservation with Set To Save, Public Art's EI Paseo exhibits and art & architecture book, landscape guides for Landscape Services, Redevelopment and Housing agencies materials,Visitor Center, community events, and The Art of Food and Wine. Now joining forces with Mighty Interactive, a division of a full service communications firm. The agency, 45 strong, was founded ten years ago to challenge the marketing status quo by,simply put, accepting responsibility. Together we pride ourselves in outstanding customer service and fiscal responsibility. We have the respect of vendors, media representatives and peers for dealing ethically and honestly but also for producing ads and materials that hit the mark. THE PHILOSOPHY: Strategic communications are only effective when they measurably impact consumer behavior— and research and strategy, advertising, interactive marketing, media planning and buying and public relations must work together seamlessly to this end. We believe in results The focus of marketing efForts should be on the quantifiable delivery of results and ideas, not simply pre-determined objectives—what we call ROI the Retum on Ideas.Collaboration is the key to achieving this and we will work with you to develop a customized measurement strategy and methodology for the website initiative. In this way, ongoing evaluation and refinement are based on agreed-upon metrics relevant to The City of Palm Desert, with all efforts focused on achieving common goals. To generate positive results for all clients, we rely on a proven, sound methodology. No matter what challenge a client is facing or benchmark they are trying to surpass, FGM/MI delivers creative and effective solutions derived by a very simple marketing doctrine: Plan. Create.Achieve. PLAN. Begin each assignment with no preconceived notions. Rely on strategic planning based on consumer insights, not instincts.Take the time to obtain and evaluate all necessary information to determine a dear plan of attack complete with deliverables and action items. CREATE. Draw on the national and international experience of the agency's talent to develop breakthrough ideas. Approach client objectives from all sides to provide creative solutions that address specific issues. ACHIEVE. Deliver strategic solutions that meet or exceed clients'marketing goals,validated by quantifiable results. Each successful relationship established with a client is rooted in the agency's approach to marketing communications,which produces greater efficiencies for the marketing dollar and ultimately more cost-effective results.Additionally,the agency is skilled in working cohesively with clients'other partners and/or vendors as part of a collaborative marketing team. This account will be managed by Piper Close, Mike Corak and Amy Rushia. ,..�, ryy �;.E ,��>. ._�: �:: CLIENTS Specific to the hospitality industry our past and current clients include: City of Palm Desert Agua Caliente Casino Spa Resort Casino Cuistot Anselmo Valencia Tori Amphitheater (AVA)Tucson Desert Willow Golf Resort Arizona Office of Tourism Kemper Sports Management Casino Del Sol Shadow Mountain Resort Casino of the Sun The Frank Sinatra Invitational City of Palm Desert City of Tempe Cliff Castle Casino Courtyard by Marriott Capitol Hill, Washington DC Crown Golf Properties Havasu Landing Resort&Casino Inn of the Mountain Gods The Golf Club Scottsdale The Phoenician Kemper Lakes Marriott Residence Inn, Sacramento Phoenix CVB San Manuel Indian Bingo and Casino Sandia Casino Santa Ysabel Resort and Casino Starwood Twin Palms Restaurant, Pasadena � , �,� ��� ;,� �,, ����" �4. � s;:�; ,$; .,k,, CONTQCT INFORMATION FULL GALLOP MARKETING, INC. Piper Close, President 1216 Sandpiper Palm Desert, CA 92260 760-831-1449 piperclose(�mac.com MIGHTY INTERACTIVE, A DIVISION OF OFF MADISON AVE Mike Corak—Director of Interactive Services, Strategic Planning 80 W. Rio Salado Parkway, Suite 711 Tempe,AZ 85282 480-505-4500 mike@mightyinteractive.com www.mightyi nteractive.com '�r ,�� �e`�� .�,- �iil REFEREN CES DESERT WILLOW GOLF RESORT INN OF THE MOUNTAIN GODS 38-995 Desert Willow Drive Tina Lentz Palm Desert, CA 92260 Director of Marketing Rodney Young(previous management) 575.464.7025(V� ryoungQou.org TlentzC�?Innofthemountaingods.com 760-346-0015 CSK AUTO PARTS CITY OF PALM DESERT Jim Schoenberger 73-510 Fred Waring Drive VP of Marketing Palm Desert, CA 92260 jpsllc@cox.net Kristy Kneiding Landline 480 657-8646 kkneidingC�ci.palm-desert.ca.us Mobile 602 614-0919 760-568-5240 KEMPER SPORTS MANAGEMENT 500 Skokie Blvd, Ste 444 Northbrook, IL 60062 Amy Littleton Art of Food and Wine 847-291-0271 ,��' �'t�,' ���� �� BIOGRAPHIES PIPER CLOSE President, Full Gallop Marketing, Inc. What's the difference between a run-away horse and a horse running at a full gallop?Control. The speed is about the same but without control,fun quickly tums to fear. Piper Close named her company from experience.While recovering from the "experience," the parallels of business were quickly drawn and Full Gallop Marketing became the moniker. Full Gallop Marketing operates as an in-house ad agency enabling companies to more etFectively contain marketing and advertising expenses. It's a unique concept. You pay for time,services and media without mark-ups. Conducting market research and assessing client's needs and goals to establish a working market, advertising, and/or public relations plan to coincide with an established budget or a newly designed budget to support the plans is just the beginning. The fun starts with establishing the client's image to reach the desired target market(s) . Collateral and media needs are determined and appropriate vendors are selected and directed throughout the creative and production until the Ta-Da moment. The last company she was employed by was Kemper Sports Management. She was their Director of Marketing form October 1996 —July 1998 and conducted market research and created annual market and rnedia plans for Desert Willow Golf Resort—an account she still manages today. During that time she established their image, conceptualized and executed a variety of events and programs to promote the golf facility to establish a presence in the community,the hotel hospitality industry,the convention and visitors bureaus.Additionally,she established an in-house public relations/advertising agency to negotiate media buys, handle media releases and conferences,to contain marketing and advertising costs more effectively. When Westinghouse Communities came to Palm Desert to develop BIGHORN they hired Piper in April, 1990 to manage their marketing efforts. She was promoted to the position of Vice President, Marketing and was there through March, 1996. She conducted market research and created annual marketing plans for BIGHORN real estate, residential community,private golf club,and other Westinghouse joint venture projects. She established the BIGHORN image and directed design firm to develop collateral materials and advertising campaigns. She created an in-house public relations advertising agency to negotiate media buys, handle media releases and conferences, and contain costs more effectively.And just to top things off, she managed all aspects of WCI Communities interest in The Skins Game reducing net losses by 63%from 1992-1995. The agency experience is way back there—from February 1988-April 1990, Piper was account executive for M�Iti Media Advertising (no longer in business—but it's not her fault.) It's where she cut her teeth in this industry.The highlight was managing the marketing, advertising, and public relations efforts for Vintage Club Sales and The Vintage Chrysler Invitational, 1988-1990. Piper attended the University of Nebraska and eamed an MA Ed with emphasis in fine art and art history and supporting hours in English and business. ��;: ��g�, '���� 1�^ * r,�,'. .�' ,. MIKE CORAK Director of Interactive Strategy You'll think Mike is always working probably because he is,well, always working. Mike fs the director of interactive strategies and loves what he does. Mike manages the interactive marketing group and is responsible for the strategic planning and implementation of all Internet marketing tactics for clients. Mike brings strong initiative and flexibility strengthened by more than 10 years of working with companies ranging from start-up agencies to Fortune 500 corporations. He specializes in strategic, client-facing and focused online marketing planning and execution with expertise in Internet-based methodologies and technologies, and performs and guides these services for all of Off Madison Ave's clients including household names like Nike and Fujitsu. Before joining the team at Off Madison Ave, Mike served as senior strategic planner at leading Intemet firm iCrossing, where he provided strategy and long-term digital marketing planning to clients to gain a competitive online advantage and exceed dient goals and KPIs. He provided insight and opinion documentation on best practices, competitive analysis, conversion analysis and audience analysis.His client experience includes Carnival,Coca-Cola, ConAgra Foods, FedEx, and Walt Disney Parks and Resorts. While with Sitewire Marketspace Solutions, Mike served as program/account manager, where he was accountable for all Sitewire project performance in the quality,budget and time delivery arenas. As vice President of finance at NextSure, Mike managed investor contributions and participated in company human resource management. Mike also served as sales operations and marketing accountant/analyst at MicroAge, where he was responsible for maintaining the general ledger and planning responsibilities for various marketing cost centers. Mike continues his on the go lifestyle by devoting time local industry organizations American Advertisers Foundation, Email Experience Council and Search Engine Marketing Professionals of Arizona. He also lends a helping hand as a member and fundraiser to the Cystic Fibrosis Foundation. k; `s9' ""k" ::�.; � � AMY RUSHIA Online Media Manager Some people collect stamps. Others refinish furniture or scrapbook. Amy is one of the rare breed that found a job that also doubles as a hobby-a general passion for the Internet. With nearly 10 years experience with online marketing and media placement,web design and development, Amy brings a wide range of knowledge and expertise to the agency. At Off Madison Ave,Amy oversees the online media planning and strategy for a variety of clients, including ASU W.F Carey School of Business, Macayo's,City of Glendale, CSK Auto,Arizona Federal Credit Union, Exide and Fujitsu, creating campaigns that best suit each client and their needs,along with testing new techniques and placements to garner the best results. Amy and the online team closely watch ail online campaigns and make adjustments as needed. As Amy will tell you, the beauty of the web is to make adjustments on the fly and make sure every penny is well spent! Before coming to Off Madison Ave, Amy spent a good part of her career as the Director of Online Marketing for the Scottsdale Convention &Visitors Bureau (CVB). Amy was hired to bring the bureau to the forefront in the online word, particularly for travel and tourism web sites. While there, the bureau received many awards and accolades for various online programs,including being ranked number six out of 749 CVB web sites in North America.She grew the bureau's online marketing budget to four times what it was when she started and created many successful co-operative marketing programs with the bureau's hotel and tourism partners. Right out of college, Amy jumped right into the online work as a Web Content Producer for AccessArizona.com, a city guide web site for Arizona. She was responsible for writing, developing and maintaining many channels of the web site including entertainment, dining and community. She created a successful monthly online column, Downtown Amy Brown that became well-known to the visitors of the web site. CONTRACT NO. c2906o ADVERTISING COORDINATOR SERVICES AGREEMENT 1. Parties: This Agency Service Agreement("Agreement") is entered into this 30t"day of June, 2009, by and between the CITY OF PALM DESERT, a municipal corporation, hereinafter referred to as "CITY", and FULL GALLOP MARKETING COMMUNICATIONS, hereinafter referred to as "FULL GALLOP." 2. Scope of Services: Subject to the terms and conditions of this Agreement, FULL GALLOP shall furnish and provide the following services and materials, including but not limited to those services outlined in the proposal presented to and accepted by the Palm Desert Marketing Committee: a. Prepare or cause to be prepared art work and advertisements for approval by the CITY or its designee. In connection therewith, FULL GALLOP shall: i) Work within the approved marketing plan and schedule as set forth by the Marketing Committee for the period between July 1, 2009, and June 30, 2010, for approval by the CITY or its designee, which plan and schedule shall include recommendations as to the media, art and copy appeals, budgets and coordination of such advertising with other marketing and advertising activities within the City of Palm Desert; 1 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c29060 ii) Prepare cost estimates and furnish the same to the CITY, or its designee, for their approval, and enter into contracts for space or time in media for approved advertisement; iii) Create, design, and supervise the production of advertising to be published in newspapers, periodicals, magazines, trade journals, 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, which 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 and advertisements and for the placement and publishing thereof in newspapers, periodicals, magazines, trade journals, radio, television, online, 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 information promoting Palm Desert facilities and services (including but not limited to collateral materials, brochures, website, and 2 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c29obo special projects) as may be requested by the CITY or its designee. In connection therewith, FULL GALLOP shall: i) Furnish or cause to be furnished all required research,writing, editing, photography, layout, illustration, assembly, and all other details connected with any such requested projects; ii) Perform such other services as may be necessary to print, publish, and distribute any such projects; and iii) Evaluate and recommend payment for all expenses incurred for the preparation and distribution of any such projects in accordance with Section 4. c. Assist in the promotion of such public relations events as the CITY or its designee may request. In connection therewith, FULL GALLOP shall: i) Prepare or cause to be prepared such exhibit and display materials as may be requested and approved in writing by the CITY or its designee; and ii) Evaluate and recommend payment of all expenses incurred in the preparation of exhibits and display materials in accordance with Section 4. 3 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c2906o d. Conduct online marketing tactics and analysis including, but not limited to search engine optimization, pay-per-click programs, media and online account management. i) Make recommendations and adjustments to online plans, including advertising, search engine optimization, and pay-per-click, based on reporting and consultation with client. ii) Provide monthly reporting for all online activities including those outlined in Section 2d. 3) Term: The term of this contract shall commence on July 1, 2009, and end on June 30, 2010. 4) Compensation: The amount budgeted for advertising and publicizing the City of Palm Desert's facilities, services, events, and for the production of collateral materials is established as part of the City's fiscal year budget for the period of July 1, 2009, to June 30, 2010. The CITY's liability for advertising materials and services under this contract shall not exceed the amount budgeted. The CITY reserves the right, at any time during the term or any extension thereof, to adjust the amount budgeted for advertising services. Prior to performing any services or furnishing any material contemplated by this contract to be undertaken and furnished by FULL GALLOP, the CITY or its designee, after conferring with FULL GALLOP, shall authorize the services rendered and materials to be furnished, the agreed 4 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c2906o compensation to be paid for these services, the manner of payment, the description of the 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 FULL GALLOP as follows: a) The CITY will pay FULL GALLOP a flat fee of twelve thousand dollars ($12,000) per month to cover marketing services and other projects, including but not limited to collateral materials, brochures, online marketing, and special projects. Such services include but are not limited to meetings, account planning and service, production management, media planning and buying, secretarial and clerical. The parties estimate that FULL GALLOP will provide an average of approximately 96 hours per month of services; the actual number of hours provided in a given month may be more or less than 96. b) Any work outside the scope contained in this agreement will be billed at one hundred twenty five dollars ($125) per hour or on an agreed upon project fee by the departments requesting the service. c) FULL GALLOP will purchase media at the towest rate available. All billings will be submitted at net costs for payment by the CITY. FULL GALLOP will not markup billings or receive commissions. 5 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c2906o d) FULL GALLOP shall bill the CITY at the beginning of the month. Each invoice shall contain, in reasonab�e detail, the projects and services worked on and rendered with supporting documentation or reimbursable costs and expenses for the previous month's activities. Payment and reimbursement will be made in due course of payment by the CITY. e) FULL GALLOP shall keep full and accurate books of accounts and records and other pertinent data in accordance with generally accepted accounting principles reflecting all transactions contemplated by this Agreement. 5) Termination: Either party may terminate this Agreement 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 FULL GALLOP for services rendered or materials furnished or contracted for as of the date of notification by either party of the e�ection to terminate, shall continue in accordance with the terms herein. 6) Marketinq Committee� The CITY reserves the right to designate the Marketing Committee of the CITY 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 Agreement and will advise FULL GALLOP of such designation, and such designation shall continue until modified by the CITY. 6 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. c2906o 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 Agreement shall be the property of the CITY. FULL GALLOP specifically transfers any "right of reproduction" as defined by California Civil Code S982 and S988 to the CITY and its assigns. FULL GALLOP also agrees to maintain 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, FULL GALLOP agrees that it shall provide the CITY with the aforementioned books and records. IN WITNESS WHEREOF, the parties have caused this Agreement to be executed by their respective authorized officers or representatives as of the date and year first above written. 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