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HomeMy WebLinkAboutC30740 Online Marketing Services FYs 2010-2011 and 2011-2012CITY OF PALM DESERT STAFF REPORT REQUEST: AWARD CONTRACT NO. C30740 TO OFF MADISON AVE FOR ONLINE MARKETING SERVICES FOR THE REMAINDER OF FY 2010-11 AND FY 2011-12. SUBMITTED BY: Donna Gomez, Visitor Center Manager CONTRACTOR: Off Madison Ave 5555 East Van Buren Street, Ste. 215 Phoenix, AZ 85008 DATE: April 14, 2011 CONTENTS: Contract No. C30740 Off Madison Ave Proposal Marketing Minutes of March 15, 2011 Recommendation By Minute Motion: 1. Concur with the Marketing Committee's recommendation and award Contract No. c30740 to Off Madison Ave (OMA) for online marketing services; 2. Authorize the Mayor to execute the agreement on behalf of the City. Funds are available in Professional Other Account No. 110-4417-414-3090 (retainer), 110-4417-414-3219 (ad production), and 110-4417-414-3221 (media buys). Executive Summary Staff recently released a request for proposals for online marketing services as required by the expiration of our contract with Off Madison Ave. Seven proposals were received and each was thoroughly reviewed and evaluated by a committee of staff. The top three scoring agencies were asked to make a presentation before the Marketing Committee. Two of the three accepted the invitation and gave presentations on February 15, 2011. At its meeting of March 15, 2011, the Marketing Committee unanimously recommended contracting with Off Madison Ave for online marketing services. Staff Report Award Contract No c30740 to Off Madison Ave for Online Marketing Services April 14, 2011 Page 2 of 4 The complexity and ever -changing environment of the online marketing industry requires the expertise of an online agency made up of specialists in a variety of online fields. OMA has been providing online marketing services for the City for the past three years. They have consistently provided a quality product including original design and implementation of the City's tourism website which continues to experience much success as demonstrated through its ever increasing traffic and activity. Background OMA is a full -service advertising agency specializing in internet marketing services. The company offers a wide variety of services including interactive website design, online marketing research and strategy, online advertising, as well as monitoring and analysis of online advertising buys, pay -per -click and search engine optimization. OMA provides monthly reports for each initiative and recommends areas for improvement while making cost efficiency and effectiveness a priority. In addition, Off Madison Ave staff is up-to-date on the latest trends and advises clients on their benefits and drawbacks. OMA has offered to maintain its existing monthly service fee of $6,250 which includes the following services: • Account/Brand Management • Media management and reporting (placing online ads, monitoring effectiveness, making adjustments, etc.) • Search Engine Optimization management, adjustments, and reporting • Pay -Per -Click management, adjustments, and reporting • Overall account management • Consulting for social media and strategic initiatives Additionally, email, database, e-newsletter, and website management services will continue to be provided at a cost of $975.00 per month. Hard costs associated with online advertising placement, search engine optimization (SEO), and pay -per -click (PPC) would not be included in the monthly service fee and are included within the marketing department's budget request for fiscal year 2011-12 under "media buys". Any additional projects outside the scope of the contract, such as creative and production costs, would be billed on a time and materials basis at $125.00 per hour. OMA does not charge any agency commissions or mark-ups. Staff Report Award Contract No c30740 to Off Madison Ave for Online Marketing Services April 14, 2011 Page 3 of 4 The following highlights some of the program successes experienced with OMA over the past year (March 2010 — February 2011): Online Advertising • The average click through rate was 0.11 %, which is well within the industry average of 0.06%-0.17%. • 587 vacation guides were requested, representing a 5% conversation rate versus a 1 % industry average • Total conversions were 245, creating an overall conversion rate of 9.02%, which is much higher than the industry average of 1 %. Pay -Per -Click • Clicks on search links have continued to increase — 64,670 versus 36,505 over the same period last year (an increase of roughly 77%) • Click through rate averages 1.22% versus a 1 % industry average • 4,802 actions (download coupon, vacation guides, etc) were requested during this time frame, representing a 7.43% conversion rate versus a 2% industry average Facebook • 30,196, 524 total impressions • 6,726 total clicks • .022% click through rate — industry average: 0.01 — 0.05% • 1,946 total conversions (new Fans) Search Engine Optimization • Overall search engine traffic was up 36% over the same period last year • Due to optimization efforts, the tourism website saw a 100.52% increase in traffic from those users searching for "Things To Do" and an 86.97% increase in visitors searching for shopping. In order to achieve and maintain these types of results, OMA works daily on the City's tourism website to keep content relevant and research market trends. Staff is confident that OMA will continue to provide exemplary services and results on behalf of the City of Palm Desert and its online programming. It recommends contracting with OMA for online marketing services for a 14-month period to allow service through the remainder of this fiscal year and running through fiscal year 2011- 12. Staff Report Award Contract No C30740 to Off Madison Ave for Online Marketing Services April 14, 2011 Page 4 of 4 Fiscal Analysis Approval of this contract would ensure continued exposure for Palm Desert in the growing online marketing realm. The impact on the general fund would be $87,000 exclusive of ad placement, production and creative expenses. These dollars represent amounts currently being paid to OMA and are being requested in fiscal year 2011-12 budget. Denial of the request would negatively impact Palm Desert's presence online during a time that online exposure it critical. The City's tourism website would be more difficult to find through search engines and there would be no online advertising to help drive traffic to the site and ultimately, reduce Palm Desert's exposure to the traveling public. Submitted By: Donna Gomez, Visitor Ce er Mgr Paul S. Gibson, Director of Finance Approval: City Manager Department Head: McCarthy, ACM for Redevelopment CITY COUNCIL A�� APPROVED DENTED RECEIVED OTHER � • � ".Tirii�ll Original on File with City tkrk's Wee PRELIMINARY MINUTES PALM DESERT MARKETING COMMITTEE MARCH 15. 2011 IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF FEBRUARY 15, 2011. Rolf Hoehn moved, by Minute Motion, to approve the minutes of the February 15, 2011, meeting. Motion was seconded by Michael Shimer and carried 6-0, with Ms. LeMaster abstaining. V. CONSENT ITEMS HELD OVER None VI. CONTINUED BUSINESS A. SELECTION OF ONLINE MARKETING AGENCY Donna Gomez gave a quick review of this item, asking for a recommendation from the Committee from the two agencies that made presentations at the last meeting. The recommendation will be taken to the City Council. Sara O'Flynn commented that there are several reasons to choose Off Madison Ave (OMA). OMA has a great track record, their costs fall within the budgeted amount, and they have a good reputation. It would also be good to keep continuity. Stephanie Loog asked if she could vote on this item because she was not at the last meeting. Kimberly Bowers was also not at the last meeting. Both had gone over the proposals and recalled the previous OMA presentation. Ms. Loog agreed with Ms. O'Flynn that it would be advantageous to keep continuity. Ms. Gomez mentioned that Christine from OMA had emailed that it is possible for OMA to work with another agency, but there might be several challenges. Mr. Hoehn agreed with the comments and felt that SAESHE was more of a travel marketing agency. He stated it makes more sense to keep all the work within one company. Based upon the quality of performance and presentation he supports staying with OMA. Rolf Hoehn moved, by Minute Motion, to select Off Madison Ave and recommend to City Council approval of a 14-month contract for online marketing services. Motion was seconded by Michael Shimer and carried 6-0. Jenna LeMaster abstained. K Roger Hurni Off Madison Ave 5555 E. Van Buren, Suite 215 Phoenix, Arizona 85008 (480) 505-4500 rhurni@offmadisonave.com City of Palm Desert Advertising and Marketing Proposal Thank You for the Opportunity Thank you for the opportunity for Mighty Interactive/Off Madison Ave to present the City of Palm Desert with a response for the advertising and marketing proposal. It's our goal to help clients grow their businesses, and we believe that our proven methodologies will help your business to In In better communicate with, and engage, customers and potential customers. 0 N ° What We Know about the City of Palm Desert b The City of Palm Desert has aggressively positioned itself as a world class resort destination with ° the finest in services and amenities; entertainment, dining, shopping, recreational activities, and, 0 of course, great weather. 0 ° 00 Palm Desert is a destination everyone, from couples and families to singles, can enjoy, and is attractive to those 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. Recently, some international markets, including Canada, have become viable as well. The younger demographic has also rediscovered the desert as the place to exercise its spontaneous need to escape, and this broader motivation can help in attracting out -of -market visitors. Like virtually all major tourist destinations, the City of Palm Desert experienced declines in bookings and tourism -related revenues in the past few years, as the economic crisis forced Y consumers to alter the recreational behavior. However, a continued investment in marketing and brand awareness has given the City the opportunity to target potential visitors, and this will give the City a competitive edge as the economy recovers in 2011 and beyond. ° y Palm Desert's website, www.oalm-desert.org, is an important marketing channel for potential and returning visitors, providing an online visitor's guide, as well as information about dining, entertainment, events and shopping. The City drives traffic to the site through a variety of online W�N.MfMM placements, including banner ads and pay -per -click advertising. It also stays top -of -mind with interested parties by sending email subscribers monthly newsletters and tourism updates. While the City's current promotional efforts are focused on attracting the previously out -of - market targets through online marketing programs, Palm Desert also capitalizes on the results produced by the PSDRCVA and other surrounding desert communities. Through strategically - placed local advertising messages, the City ensures that once a visitor arrives in the desert, they know that the best in shopping, dining, and recreation is found in Palm Desert. Why We Want to Continue Our Relationship with the City of Palm Desert Mighty Interactive/Off Madison Ave has been the interactive agency of record for the City of Palm Desert for three years. During that time the agency has worked closely with staff to build a highly recognizable and successful brand. The agency was initially chosen because of its robust, in-depth interactive expertise, as well as proven CVB and hospitality industry experience. Prior to hiring Mighty Interactive, the City had a limited presence in the online space and relied mainly upon traditional marketing placements performed by other agencies. Today, after partnering with Mighty Interactive for more than three years, Palm Desert can easily connect with potential visitors through a variety of online channels, including email marketing, paid search and 0 0 online display advertising. Mighty Interactive has worked with the City in each of these efforts to ensure the most creative solutions and consistency with the City's messages and brand identity. Additionally, the Key Performance Metrics identified by the City have been greatly improved. Here 0 are some of these proven results: 0 0 0 • Search Engine Optimization — Natural ("organic") visits to the site in December 2010 have a increased by 25% from the number of visits in December 2009, and site visits have increased year over year since the beginning of the relationship. • Paid Search (PPQ — In the past year, Mighty Interactive has achieved conversion rates from pay -per -click as high as 6.4%, which are well above the industry average of 2.0%. The cost b per click has also been driven down, creating cost efficiencies and a lower cost per lead. E • Online Media - As with paid search, Mighty Interactive's media placements and continuous " optimization have pushed banner performance metrics above industry averages. For example, the overall conversion rate is 5.5%, compared to an average of 1%. All of these online programs have driven consistent traffic to the site, which has resulted in increased brand awareness, higher search engine rankings, and more online vacation guide requests. ro 0 N Additionally, Mighty Interactive has continued to make campaign -related and strategic content y� updates to the website and has created email communications designed to engage potential and b returning visitors. Strategic account management has also handled all online billing, media 2 �,J madiso 7. A placements, reporting and campaign management for the City, so that marketing operations are as cost-efficient as possible. However, while the City has made great strides in increasing brand awareness, attracting potential visitors and developing its online marketing arsenal, we believe that there are a lot of important and exciting interactive initiatives that could drive further awareness and help the City reach its revenue goals for the next fiscal year. In addition to optimizing current programs, such as paid search and lifecycle marketing, we have already begun to develop and implement additional strategies, particularly in the areas of website optimization and social media, to exceed current performance metrics and create even more opportunities for success and increased market share. Finally, because of our long-standing relationship with the City of Palm Desert, Mighty Interactive has a great understanding of the City's day-to-day challenges, needs and goals. In light of the great progress the City has made so far, we would provide continuity in current marketing programs. And because we are familiar with the City's operational processes and are sensitive to the current economic climate, we are committed to creating efficiencies in the coming fiscal year and maximizing marketing dollars, while continuing to provide the analytics needed to effectively optimize —and measure —return on investment. s N About Mighty Interactive 0 Qo Agency Background & Client Service Approach Mighty Interactive is the in-house team of Internet marketing professionals at the agency, Off Madison Ave. Since 2000, Mighty Interactive has developed complete online strategies for clients 0 of all types and sizes, from Fortune 500 companies to small local businesses. 0 a Mighty Interactive joined forces with Off Madison Ave in 2005, allowing the interactive group to offer not just strategic online solutions, but also comprehensive, integrated marketing programs — from initial brand development and audience research to creative campaigns, public relations programs, web development and ongoing marketing — both online and offline. This combined expertise also allows Off Madison Ave to provide a solution that best fits the client's needs, rather oo ro than just pigeonholing them into a particular program or solution based on resources. v a E Mighty Interactive is dedicated to superior client service, and every client has a dedicated account manager that serves as a main point of contact from the proposal stage throughout the life of the account. T N 3 a Agency Staff & Resources b The merge between Off Madison Ave and Mighty Interactive also means that we are able to offer our clients the op portunity to work with top interactive professionals. Our staff not only comes from some of the top interactive entities in the industry (e.g., iCrossing), but also possesses the o business acumen, marketing background, and technical know-how necessary to ensure that all efforts are not only executed in the most technically sound manner, but are also consistent with the client's brand and overall strategy. 3 otf MadLson The agency is split into a number of departments with core competencies in Research and Strategy, Digital Creative, Mobile/Web Site Development, Content Development, Project Management, Account Service, Strategic Marketing Planning, Online Advertising, Search Engine Optimization and Marketing, Customer Lifecycle Marketing (email, SMS, voicemail), Social Media, Public Relations, and Testing and Analytics. Agency Tools & Technical Approach In terms of Lifecycle marketing tools, Mighty Interactive prefers the ExactTarget communications platform, though we do have experience with other email platforms, including SilverPop, Constant Contact, and more. Mighty Interactive is an ExactTarget Gold partner, which means that the agency can provide discounted license and email fees and that our Lifecycle staff has proven aptitude in the area of email marketing. Winners of a wide variety of email marketing awards, including several from the well-known Marketing Sherpa organization, Mighty Interactive also speaks regularly on email best practices and trends at notable conferences, and is a participating member of the eec (Email Experience Council). For testing, Mighty Interactive uses Google Optimizer and Vertster, as well as Crazy Egg and other tools. Mighty Interactive believes testing is at the core of sound interactive marketing and provides these services as part of normal operations. Mighty Interactive prefers Google Analytics for Web site measurement, but is also proficient with a number of other platforms, including In Omniture, Coremetrics, and more. b For search marketing, Mighty Interactive has years of hands on experience and relationships with all of the major engines, and certified resources working on client accounts day to day. Mighty g Interactive has experience using a wide variety of bid management tools. Given the choice, 0 Keyword Max is a cost effective, easy to use platform that Mighty Interactive recommends. O �00 Mighty Interactive 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 a board member. N Vf Mighty Interactive 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 for the nominal expense. When planning online advertising creative, Mighty Interactive recommends the use of Rich Media. Rich Media banners can often double or triple conversion rate. 3 o a b While Mighty Interactive can support a wide variety of programming languages including .asp, net, and .php, Mighty Interactive 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 o typically saves our clients +33% in time and related development fees compared to other co m comparable development languages like .net. 11 6 0 0 0 b c 0 0 0 Z0 �a A off mad;soar1 Mighty interactive's Proposed Services & Fees General Rates & Terms Services are billed at a blended rate of $125 per hour, with net 30 terms. This rate is subject to negotiation depending 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. Additional professional services, including script writing, photography, videography, printing and duplicating, are not included in client retainers. We do not charge commissions (% of media spend), the common industry approach. This ensures that our focus is on the results we are achieving for our clients, rather than on the amount they are spending on media. Projects outside the budget will be quoted and approved prior to initiation. In terms of hard costs, there are nominal fees for ad serving (typically $.50 per thousand served) and email sends (typically less than $100 per month), as well as for paid search (PPC) fees. Since we are able to complete all tasks in house, we do not incur 3rd party labor costs. Specific Services and Fees for City of Palm Desert For the next fiscal year, Mighty Interactive recommends continuing the existing services that the agency is currently providing for the City of Palm Desert. These services would be in the form of monthly retainers billed at a net amount on a monthly basis. Rather than charge current market rates and in interest of continuing a long-standing relationship, Mighty Interactive will continue to charge the City of Palm Desert the monthly fees that have been in place for the last three years. Below is this pricing and a detailed list of proposed monthly services. Service Description Monthly Cost Annual Cost Account/Brand Management • Oversee all Mighty Interactive $1,000 $12,000 activities for the City of Palm Desert, ensuring quality of work product, messaging consistency and faithfulness to brand • Serve as the main point of contact for the client for both day-to-day activities and strategic conversations • Provide monthly reports summarizing project activities and services provided • Provide detailed monthly invoices along with supporting documentation of the services 5 0 0 0 0 ro 0 0 0 rZ 0 00 b� F provided • Plan, organize, and oversee special requests or projects assigned by the City • Collaborate with all City resources to ensure integrated solutions • Advise the City on the pros and cons of outside proposals and recommendations Media Management • Develop an annual online $2,250 $27,000 advertising plan within the $80,000 stated budget • Plan, coordinate, and oversee all online advertising/marketing efforts, such as creative and production, placement, recommendations, adjustments, reporting, insertion, and execution PPC Management • Research all relevant keywords for $1,500 $18,000 pay -per -click campaigns • Set up ad groups and campaigns for maximum effectiveness • Track results on an ongoing basis, and both recommend and implement optimizations to existing campaigns SEO Management • Work for continuous improvements $1,500 $18,000 to the quantity and quality of traffic to the City's tourism website • Review and optimize website and landing page content on an ongoing basis; implement link - building strategies • Track and analyze all results, formulate and implement recommendations and provide monthly metrics/reporting Email & Web Management • Create compelling content for $975 $11 700 monthly email newsletters • Make content updates to the website designed to create better user experience and drive higher conversion rates • Ensure all web and email efforts are fully integrated for maximum effectiveness %._� Madison Ave Because the City would employ Off Madison Ave to perform paid search, email and online media programs, the above monthly retainers would also incur some additional hard costs for these services: • Paid Search (PPC) Fees 4 These range from $3,000 to $6,000 per month depending on seasonality and campaign optimization • Email Send Fees 4 These are nominal and usually total less than $100-$200 • Ad Serving Fees for Online Media Placements 4 These are nominal and usually total less than $100-$200 • Online Media Placements 4 Depending on the approved media plan, there will be additional costs incurred that would respect the City's stated budget of $80,000 In addition, all Mighty Interactive clients receive the benefit of ongoing strategic interactive expertise throughout the life of the relationship. Account management works closely with all functional experts to ensure that the client's goals and brand remain top of mind. Finally, Mighty Interactive strongly recommends that some additional budget be allocated to ongoing social media consulting, a service not currently provided for the City of Palm Desert. This s type of engagement would employ our in-house social media and content experts to oversee and guide the social media activities of the City; activities would include formulating recommendations In co to ensure that the voice of the brand is well -represented in a crowded space, providing ideas for keeping content fresh, and supplying the analytics needed to optimize current programs and content. Because this work is outside of our current engagement with the City, a contract for these services would need to be scoped and quoted on a separate basis, but the agency would be 8 happy to provide a quote and proposed project plan upon request. 0 oo �a Experience and Expertise for Palm Desert Interactive Initiatives All City of Palm Desert projects will be led by a team of interactive practitioners adept at coming together to plan, execute and lead projects across design, development, content integration, social media, lifecycle marketing, paid search and online media. This core team includes: N W" E ROGER HURNI v " Partner As one of two agency partners, Roger oversees all agency creative efforts and brand development, along with creative applications from every department, including media, public relations and 3 interactive. It's Roger's belief that creative results don't just stem from traditional vehicles such as TV, radio, print, and direct marketing. Instead, he believes that creative results are accomplished when you can connect with audiences on their terms and develop life-long customer relationships. Roger ensures that all of Off Madison Ave's creative work on City of Palm Desert interactive initiatives is fully supportive of and integrated with the City's brand and mission. J � Y+ � "zi W b In addition to his national and international work at Off Madison Ave, Roger also draws from his past experience at two of the nation's top agencies, McCann-Erickson and TBWA Chiat/Day, where 7 he worked with clients like ABC Network, The California Milk Advisory Board, P.F. Chang's, Pei Wei, Gillette Europe, Tosco Corporation, PetSmart, Wells Fargo and Nike. SARA WACHTER-BOETTCHER Director of Content and Marketing Strategy Sara leads strategy for Off Madison Ave's content, social media and lifecycle marketing teams, ensuring positive user experiences that deliver the right information and message across media. She currently oversees all City of Palm Desert projects to ensure that every interactive initiative supports the City's messaging, content and SEO needs. She will also be responsible for planning any future Palm Desert initiatives, such as social media. Sara joined Off Madison Ave in 2007 as a web writer and editor, where she developed smart, compelling content — and saw first-hand the need for a multidiscipline, cross -platform approach to planning, creating and managing that content. This led her to develop the agency's content strategy practice in 2008, and to become increasingly involved in strategy and message development across media. Prior to working with Off Madison Ave, Sara was a writer for other agencies and publications, honing her storytelling skills by creating content of all types. She has a bachelor's degree in Journalism and German from the University of Oregon and is the content strategy blogger for o Agencyside, the founder of the Phoenix Content Strategy Meetup and an outspoken advocate for creating thoughtful, meaningful web experiences. KIMBERLEY CLIFFORD g Director of Client Services N Kimberley Clifford brings more than 20 years of success in developing and executing strategic integrated marketing plans to her position at Off Madison Ave. Kimberley's diverse background working both on the client side and agency side at leading advertising agencies, brand strategy firms and corporate marketing/operation teams has given her a deep and broad perspective on finding new tools and solutions to business challenges, and she provides valuable strategic insight N into the City of Palm Desert's brand as it relates to planning interactive initiatives. co N tU aMost recently, Kimberley served as Marketing Director at Newland Communities for Estrella by Newland Communities, a 20,000 acre+/50,000 unit master -planned community in Goodyear, Arizona. There, Kimberley was responsible for all marketing communications, including traditional Qj advertising, online strategies, social media, event marketing, Realtor relations and public relations. z Before joining Newland Communities, Kimberley worked with DMB Associates, where she led the a strategic positioning and marketing of Marley Park, a 956 acre/3,000 unit master -planned V community in Surprise, Arizona. Kimberley also brought her expertise to several of MB's commercial properties including One Scottsdale, Centerpoint on Mill and Market Street. 0 In 1998, Kimberley joined SHR Perceptual Management, an Arizona -based brand strategy firm b specializing in creating, revitalizing and managing local, national and international brands, including General Mills, M&M/Mars, Mary Kay, Celebrity Cruises, Peterbilt Motors Company and Del Webb. Her experience also includes working for Publicis, the third largest advertising agency in 0 madison Ave the world, where she contributed to and managed regional and national accounts such as Tree Top, Gardenburger, Johnson & Johnson, PetSmart and California Closets. CHRISTINE OLIVAS Account Executive As an Account Executive for Off Madison Ave, Christine Olivas is the main point of contact for client accounts, simultaneously managing the nuts and bolts of campaign execution and representing each client's broader brand strategy. Christine currently leads all integrated marketing efforts for several major clients, including the City of Palm Desert, Gulf States Toyota, TriWest Health Care Alliance and the Arizona Office of Tourism, overseeing positioning, media, lifecycle marketing, advertising and website development. Prior to joining.Off Madison Ave, Christine served as the Marketing Director at GannettLocal}a start-up company providing online marketing solutions for local businesses. Before that, Christine worked for iLinc Web and Video Conferencing, where she designed campaigns, wrote copy for web and traditional advertising, managed the company's tradeshow presence and oversaw all website development and maintenance. Her experience also includes work for AdBrite, an online advertising company located in San Francisco, California. s y Christine has a joint degree in American Studies and Italian from Stanford University. 0 0 b q. BRIAN ALIG Director of Web Development Brian leads all web project management and maintenance for Off Madison Ave, including documenting technical requirements, defining integration and implementation scopes and organizing timelines, milestones and Quality Assurance. Brian is instrumental in keeping all City of 0 00 0 Palm Desert website projects on track and works closely with both the internal team and external entities, such as third -party integrations. Brian has worked in web development since 1998, serving as project manager for interactive games and N simulations for customers such as Yahoo! and CNN. With 12 years of experience, Brian has worked on website projects across a number of industries, including hospitality and resort recreation for companies a like Hilton, Marriott and Starwood. c v PAMMY GREENE Media Manager At Off Madison Ave, Pam oversees the media planning, buying, research and negotiations for Y media placements, includingbroadcast, ,print, outdoor and sponsorships. Pam has 17 years of marketing and advertising experience both on the client and agency sides. The integrated media team works together to reach an audience effectively at the best rate possible with trackable results. We always look for meaningful added value to enhance our clients' media plans while oextending the reach and frequency of the advertising campaigns. M While at Off Madison Ave, Pam has worked with a range of clients, including Northern Arizona University, Valley of the Sun United Way, Inn of the Mountain Gods Resorts & Casino, Phoenix Art 9 •� . Museum, Holiday Retirement, ASU W.P. Carey School of Business, American Funds, Arizona's Children Association, Capitol Group Companies, Citizens Clean Elections Commission, City of Glendale, DMB/Marley Park, DMB/ DC Ranch Market Street, City of Tempe, NextCare Urgent Care, Help-U-Sell, Leading Edge, Arizona Federal Credit Union, Macayo's Mexican Restaurants, Santa Ysabel Resort and Casino, Tres Amigos and Vestar/Tempe Marketplace. Pam graduated with a Bachelor of Science Degree in Business Administration from California State University of Long Beach. ANNA HRACH Web Editor and Writer Anna Hrach brings more than four years of copywriting, interactive writing and creative campaign development td her position at Off Madison Ave. As the web writer/editor for Off Madison Ave's clients, Anna works closely with every department in the agency to ensure that the right messages target the right audiences at the right times, across all interactive channels. Today, Anna creates and continually updates website content for Palm-Desert.org on an as - needed basis. Anna also monitors search engine optimization efforts for Palm Desert interactive projects to ensure that all messaging, content and SEO needs are met. s In addition to her work at Off Madison Ave, Anna has played a key role in the development of a variety of traditional and interactive campaigns for other high -profile clients, including NextCare b " Urgent Care, Destination Hotels & Resorts, Tempe Convention & Visitor Bureau, Arizona Office of Tourism, Valley of the Sun United Way, Northern Arizona University and NikeReuse-A-Shoe. Her creative contributions have garnered a variety of awards, including a Silver W3 Award and a Silver 0 Adrian Award. 0 M 0 JESSICA CARLSON Social Media Manager Jessica aids clients in taking a fully -integrated approach to social media. Her focus is on creating seamless, digital brand experiences that are supported by a variety of other marketing and consumer -facing efforts. At Off Madison Ave, Jessica has developed and implemented strategies co that build brand enthusiasm and drive authentic conversations for clients such as Nike, Bar-S C Foods, Cox Media and the Arizona Office of Tourism. v Before joining Off Madison Ave, Jessica worked at several other local agencies to develop brand strategies, conduct market research, execute comprehensive advertising campaigns and manage 3 social communities for a wide range of clients, including PetSmart, YRC Worldwide, Suzuki, Pulte Homes, Del Webb, Taylor Morrison and the U.S. Chamber of Commerce. Jessica has a bachelor's degree in communication from the College of Social &Behavioral Sciences at the University of Arizona. This background allows her to anticipate how audiences will react to specific content and determine what will most effectively motivate them to engage with a brand. s O 00 -� BRYNNEHAACK Lifecycle Marketing Manager 10 As the Customer Lifecycle Manager, Brynne oversees online communication strategies, including email marketing, text messaging, and voicemail. Brynne specializes in developing strategies to improve conversion rates and build one-to-one relationships with customers, and she has contributed strategic oversight to Palm Desert's growing lifecycle programs. Using web statistics and a methodical approach to testing, Brynne employs in-depth analysis to measure and enhance campaign performance. Some of Brynne's current and past clients include Arizona Highways Magazine, BBC Direct, City of Palm Desert, CSK Auto, Desert Botanical Garden, Ewing Irrigation, Las Vegas Hilton, Leslie's Pool Supply, Massage Envy, Nike and United Way. Brynne's work has garnered several prestigious awards, including 2010 Email Evolution Conference People's Choice Award for best email demonstrating the full power of email marketing, 2009 ExactTarget Reseller of the Year, and 2009 ExactTarget Improving Lives Award. Prior to joining Mighty Interactive, Brynne oversaw all communications and e-marketing for the Great West Division of the American Cancer Society. Notable Off Madison Ave/Mighty Interactive Clients Off Madison Ave has a rich history of providing a broad spectrum of services to clients in a wide variety of industries. The agency has worked with small start-up companies, large privately held companies and publicly held Fortune 100 companies. The services provided have ranged from 0 one-time projects within one service group to fully integrated marketing programs that span each agency service offering. Current Client List O O ABC15 Massage Envy Arcadis U.S. Inc. Mesa Community College 1 Arizona Highways Morongo Casino Resort and Spa Arizona Office of Tourism National Academy of Sports Medicine BBC Worldwide Americas Nike Central Life Sciences Northern Arizona University Clarifacts, Inc. Related Urban Desert Botanical Gardens Rich Brands EVDI Medical Imaging Southwest Human Development h Exide Technologies Starwood Hotels & Resorts Worldwide, Inc. Flinn Foundation Sustainable Performance Solutions 3 Gulf States Toyota, Inc. The Phoenician, LLC a Holiday Retirement TriWest Healthcare Alliance Las Vegas Hilton Valley of the Sun United Way Leslie's Swimming Pool Supplies W.L. Gore & Associates, Inc. J. N J W Maricopa County Community College District Zumiez, Inc. O ^Li oo s 0 0 O x v m 0 0 c 0 O G O 00 m a t Interactive Client References k.� Madison Ave 1) Mark Stanton, Deputy Director, Arizona Office of Tourism, (602) 364-3704, mstanton@azot.goy, Interactive Monthly Retainer Client since 2008 2) Mike Cline, Director of Interactive Marketing and Merchandising, Gulf States Toyota, (713) 580-5366, mcline@gstoyota.com, Interactive Project & Strategic Consulting Client since 2010 3) Simon Lofts, Director, Sustainable Business and Innovation Lab, Nike, Inc., (503) 671-8384, Simon. Lofts nike.com, Interactive Project and Public Relations Client since 2006 Assumptions Made in Writing This Response In formulating this response, Mighty Interactive has assumed that all services provided are depending on continued collaboration and communication between Mighty Interactive and City of Palm Desert personnel consistent with our current relationship. 12 We are looking forward to partnering with the City of Palm Desert on your interactive marketing initiatives and appreciate the opportunity to earn your business. Sincerely, Roger Hurni Partner Off Madison Ave 5555 E. Van Buren, Suite 215 Phoenix, Arizona 85008 (480) 505-4500 rhurni@offmadisonave.com