Loading...
HomeMy WebLinkAbout2010/2011 Media Placement Plan � . ��a�-�� � ��� �;-,�;�• ��r�- � F ,;•,..�,r��r.,� t�d:,=�: _...,... _ � � � ,- ;� � �t,s_..���� �� �! j t�.. 3 1 °'u __ �, CITY OF PALM DESER f� �>����e�� �o L��a �������� STAFF REPORT REQUEST: REQUEST FOR APPROVAL OF THE 2010/2011 MEDIA PLACEMENT PLAN SUBMITTED BY: Kristy Kneiding, Marketing Manager DATE: August 26, 2010 CONTENT: Marketing Committee Minutes: July 20, 2010 2010/2011 JNS Advertising Media Placement Plan Recommendation By Minute Motion: 1. Approve the 2010/2011 JNS Advertising Services Media Placement Plan as presented; and 2. Provide staff direction on allocation of the remaining $25,565. Funds are available in Advertising Buys, Account No. 110-4417-414-3221. Committee Recommendation At its meeting of July 20, 2010, the Marketing Committee recommended to keep the advertising dollars in both the Desert Guide and Palm Springs Life magazine as part of the media placement plan. The Committee was advised that Staff would make an alternative recommendation, as reflected in the proposed action. Backctround At its meeting of July 8, 2010, City Council approved contracting with JNS Advertising for media buying services; however, additional questions regarding two specific media buys were raised. Council requested that the plan be revisited by the Marketing Committee for further discussion. At its meeting of July 27, 2010, City Council voted to continue this item. The specific media buys in question are advertising the Visitor Center in the Desert Guide and the tourism advertisement placed in the Palm Springs Life. Council questioned whether this money might be better spent creating a Palm Desert business guide and map to distribute at the Visitor Center versus the Desert Guide. The Desert Staffi Report Approval of 2010/2011 Media Plan August 26, 2010 Page 2 of 2 Guide promotes all events, restaurants, and shops throughout the Valley. It also was suggested that the dollars be used for a larger presence in the Pacific Northwest region. The Marketing Committee first approved the proposed media plan at its meeting of April 20, 2010. Subsequently, the media plan was reviewed by City Council at the budget study session. In order to move forward with the remainder of the media plan that was not in question, staff is recommending approval of the plan without the $25,565 dollars for advertising in the Palm Springs Life and the Desert Guide. Staff also is seeking direction on allocation of those remaining funds. Therefore, the totat dollars for media placements through contractor JNS Advertising has been reduced from $205,000 to $179,435 until further direction is provided. Fiscal Analvsis Approval of this plan would allow staff, through contractor JNS Advertising to place print and electronic media beginning with October insertions. Denial of the plan would place all media buys on hold, negatively affecting the City's fall marketing efforts. Funds are included in this fiscal year's Advertising Media Buys, Account No 110-4417-414-3221. Submitted By: Department Head: Kristy Kneid ng, e ing Nla�ager sti McCarthy, AC or R development �PS�- Paul S. Gib n, ' ector of Finance Approval: � G John M. Wohlmuth, Cit ager g:\rdalkristy kneiding\word data\staff reportsmemos\advertising\revised media plan staff rpt 2.doc � PALM DESERT PALM DESERT MARKETING COMMITTEE PRELIMINARY MINUTES Tuesday, July 20, 2010 - 2 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2 p.m. II. ROLL CALL Members Present: Sara O'Flynn, Chair Emily Bird-Hrivnak, Vice Chair Kimberly Bowers Stephanie Loog Theresa Maggio Michael Shimer Marlane Wolf Staff/Others Present: Justin McCarthy, Assistant City Manager Kristy Kneiding, Marketing Manger Donna Gomez, Visitor Center Manager David Hermann, Management Ana/yst Lori Wimbish, Recording Secretary Jim Doyle, Palm Springs Life Michael Matthews, Palm Springs Life Peggy Cravens, Virginia Waring Piano Competition, President Gerald Benston, M.D., Virginia Waring Piano Competition, First Vice President III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF JUNE 15 AND JUNE 29, 2010. Theresa Maggio moved, by Minute Motion, to approve the minutes of the June 15 and June 29, 2010, meetings as amended. Motion was seconded by Emily Bird- Hrivnak and carried unanimously. PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE JULY 20, 2010 Ms. Cravens added that because of the state of the economy they did not feel that it was appropriate to request the same amount that was given in 2009. They felt that $25,000 would be a better figure. Upon inquiry from Ruth Ann Moore, Ann Grier, Executive Director of Virginia Waring Piano Competition, responded that they work exclusively with Palm Desert hotels. Ms. O'Flynn moved, by Minute Motion, to recommend approval of the requested amount of $25,000, considering the amount of revenue realized by the City and the fact that they have taken the consideration to ask for a reduced sponsorship than what was requested in the past. Motion was seconded by Ms. Bower and carried 5-0. VII. CONTINUED BUSINESS None __ �_., VIII. OLD BUSINESS A. REQUEST FOR RECONSIDERATION AND RECOMMENDATION i REGARDING 2010 / 2011 MEDIA PLAN i Kristy Kneiding was asked to bring this item back to the Committee for ! further discussion and input. She stated that the questions from Council , were specific to the Media Plan. Are the monies allocated for advertising in the Desert Guide and Palm Springs Life being spent wisely? Could the City create its own guide and distribute it at the Visitor Center`? Upon inquiry by Ms. Wolf, Justin McCarthy said he sensed that the , Council wanted a more focused plan. He recommended to the Committee that they could move the Media Plan forward and defer the items Council � was concerned about. i Upon inquiry by Michael Shimer, Ms. Kneiding responded that the Desert ; Guide portion is $13,600. With the inclusion of tourism advertising the i total is $25,565. � Ms. Bird-Hrivnak stated that the Committee's direction was to do more localized marketing to tourists that were already here. It did not make ! sense to shift away from Palm Springs Life when they have a distribution ;' in the whole Valley and also outside of the area. She was curious about ; the change in the thought process of the Council members because it did ' not match what they previously discussed. i Donna Gomez mentioned that the Visitor Center advertises in Travel Host, ; which is a Iocal publication. The Visitor Center appears in the Desert I6 � . PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE JULY 20, 2010 Guide as well and she believed it was a good value. From her point of view, directing people to the Visitor Center through local publications was working. � Upon inquiry by Ms. Kneiding, Ms. Gomez said there were a lot of material � that the City produces including the Dining Guide, which highlights just � Palm Desert restaurants. The Vacation Guide lists all local attractions as well as local hotels. The Shopping Map highlights all of the shopping areas in the City. There are also individual advertisements from EI Paseo, Westfield, and The Gardens. As far as shopping, dining, and things to do, it is all very well covered. Ms. Maggio stated that in the past, Bighorn advertised in the Pacific Northwest, but the past four years, more of their members and/or homeowners were coming from Southern California. She did not believe that advertising in the Palm Springs Airport was as important as before because most people are coming from the two hour drive market. She would like the City's marketing dollars to stay locally rather than looking outside the area. She was very confident with Ms. Kneiding's advice on advertising buys. Ms. Kneiding stated that the City was represented in Northwest market through its co-op with the CVA. Mr. Shimer suggested that a bounce back be placed on the ads in the Desert Guide, Trave/Host, and Palm Springs Lit'e, so that they could track the amount of people going to the Visitor Center based on those ads. � Mr. McCarthy reported that in several forums the Council had some interaction with local businesses. He believed that dialogue between the � Committee members and CounciPs liaison to the Marketing Committee would help with coming to a concrete conclusion as to whether the path � the Marketing Committee has chosen is the best path for advertising the . City of Palm Desert. He was concerned about holding up the rest of the Media Plan for this discussion. He suggested that the Media Plan be ; approved with the deferment of the Desert Guide and Palm Springs Life ; placements. � Ms. Kneiding said that recommendation could be entertained; however, , that would mean missing September insertions with Palm Springs Life and � the Desert Guide. September issues were critical, but it may not be worth ' holding up the entire plan. � � Ms. O'Flynn asked if there was a motion regarding moving ahead with the � Media Plan with the exception of the two media placements, which can be deferred to September. 7 PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE JULY 20, 2010 Ms. Maggio stated that September issues were placed in all of the hotels so she could not support that motion. She could support the motion only if � they were able to keep the September buys for Pa/m Springs Life and the ; Desert Guide. i Upon inquiry by Mr. Shimer, Michael Matthews responded that the ' deadline for September was Friday, July 23�d � Mr. Matthews, Palm Springs Life, addressed the Committee. He stated that everything that Palm Springs Life was doing, including the Desert � Guide and Palm Springs Life magazine, was available digitally. Everyone ' who accesses Palm Springs Life website, which is 3.4 million people, has � the opportunity to click on every page of the magazine. This was another ; exposure that they did not have in the past. Eighty percent of Palm Spring � Life's internet viewers are outside of the Coachella Valley reaching ; individuals in the Northwest, Midwest, etc. There were also 23,000 opt-in + newsletter subscribers who receive information by e-blast, in addition to the Magazine subscribers. He wanted the Committee to know about this i information as it has only been in existence since January 2010. i � j Mr. Shimer stated that the other option was to recommend what the h Committee previously recommended and let the Council change it at will. � Mr. Shimer moved, by Minute Motion, that the previous recommendation made by the Committee remain in place. Motion was seconded by Ms. Wolf and carried unanimously. Mr. McCarthy stated that the recommendation would be couched with the recommendation made by the Committee as well as an alternative from staff in terms of deferral and moving forward with the balance of the Media Plan. He hoped that there was not an objection and wanted to keep things moving forward. B. REQUEST FOR RECONSIDERATION AND RECOMMENDATION OF CREATIVE DESIGN SERVICES Ms. Kneiding said the Committee sat through the presentations, which she appreciated, and came out with a recommendation to move forward with the design of Scott Burch Advertising but liked the testing of the messaging that Off Madison Ave. provided as part of their creative. When she went back to negotiate with Off Madison, they explained that they were willing to take three of the five campaigns and test those three for audience appeal. The Committee had discussed the merits of both companies' campaigns so she felt it was important to bring the creative back to the Committee, as the previous recommendation was not negotiable. 8 o O O o O � ��k�� O N � 9 1O o o ro � � o o m v `a' '� : m vMi � p Oj I� � �n � t9 n C N � ,� W N A F fA fA M � !A IA f9 fA a N N N O O O O j O� A N � � a M y ✓� � N N d op� C N O O N n � � W: Oml � b O f w N � m �n '� '� "� � � O � � H H M H � o � o m o ^ � m n � n � o w ro r 1° m e �? Q " w �i r ri ai d {� oi ni �^,� fA M IA fA fA p tl1 N N N O � O O O 0 O O Y n G r q �p O N O � _ Q1 O�i O M � ZO � eA � N �N �K � M N N N W N � I- N � � � or"'io � a 'm n � � LL �p O N I� W�J q O . uJ W (A � N � � �W p bf H N p J p � o 0 0 0 � o a � Q � � � O N O O {y � 0 N V� S ' IA � H � yy l9 N N Ny C 2 U a � � O O M M �Q, O� N y O O r r �j q M � � � � H (�I I7 (� M DJ W Z !H H 19 N H W � � O � O O O1 O�1 A H .'N M � � N O O OI W O Q �c W Z (A � M �W H � N N H U L Q J Q o 0 0 0 0 o u � aW � �n o w m o m .�: m e e � � N I� � � �. V! W H w e' w en y� w � w w a a o o �i m < .•'�i y o 0 o w o e N � � ~ �M w N M [y U �' o 0 0 0 Q � �' `c ..' N N N � O O O � � b V � fA N H C O d d N i N N y � � E d > > � C N � d' O O V OI N � � � N@ C � F U U N « � � � (n W w rn m .N O . 9�p � N N U � f C N N J � � N N �F R L � > c � m ry a n � rn �n m � W m o � fj' w N W N N V h y� 9 Q 0 N tl1 N d U 61 O W N � � � O d1 N C p m G n N > � p m � � E y � � ~ m +r"'j � �p n q a 10 � N �- a Q � m o � c a o �+ 6 V d d Q F- d � w U tO a � O ul � a+ U1 d n m w f > f a f w O f �