HomeMy WebLinkAboutMedia Plan for Fiscal Year 2011 / 2012 - Media Buying ServicesCITY OF PALM DESERT
STAFF REPORT
REQUEST: APPROVE MEDIA PLAN FOR FISCAL YEAR 2011/12 AND
AWARD CONTRACT NO. c31070 TO JNS ADVERTISING
FOR MEDIA BUYING SERVICES IN AN AMOUNT NOT -TO -
EXCEED $258,000
SUBMITTED BY: Donna Gomez, Visitor Center Manager
CONTRACTOR: JNS Advertising
79-690 Amalfi Drive
La Quinta, CA 92253
DATE: July 14, 2011
CONTENT: JNS Advertising Contract
2011-12 Media Plan
Marketing Committee Minutes: March 15 & April 26, 2011
Recommendation
By Minute Motion:
1. Approve FY 2011/12 media plan as supported by the Marketing
Committee, and
2. Concur with the Marketing Committee's recommendation and award
Contract No. C31070 to JNS Advertising in an amount not -to -
exceed $258,000 for media buying and services for Fiscal Year
2011 /2012; and
3. Authorize the Mayor to execute the media buying agreement on behalf of the
City.
Funds are available in the proposed 2011/12 fiscal year budget,
Advertising Buys, Account No. 110-4417-414-3221.
Staff Report
Award of Contract for Media Buying Services & Related Media Plan
July 14, 2011
Page 2 of 4
Executive Summary
JNS Advertising has been providing media buying services for the City of Palm Desert
for the last six months. This service has allowed the City to secure the best advertising
rates available and to negotiate with the media for added value (such as free radio,
print, and online commercials and banner ads, advertorial, promotional mentions, etc).
JNS Advertising (JNS) conducts offline media research, analysis, purchasing,
placement, and one -stop billing. The majority of media outlets extend an "agency
discount"/commission for agencies placing advertising. Purchasing media in-house
would not qualify the City for an agency discount, and the City would be paying
published rate card prices with little or no added valued.
By contracting with JNS, the City of Palm Desert does not pay a retainer or an hourly
fee for their services. As compensation, JNS would receive the agency discount directly
from the media; a discount the City would not be eligible for if media were placed in-
house. The existing agreement with JNS, due to expire June 30, 2011, allows for
renewal of the agreement for one additional one-year period at the option of the City
under the same terms and conditions and at the same rates. No changes are being
proposed to this agreement.
Palm Desert's total media advertising budget is approximately $450,000. Of that
amount, JNS would be responsible for placing up to $258,000 worth of media primarily
in the area of print and radio. The remaining media dollars are split between online and
cooperative advertising efforts and are not eligible for the agency discount by JNS.
Background
JNS is a well -established company in the desert area and is currently working with the
Palm Springs Desert Resort Communities Convention and Visitors Authority (CVA), City
of Indian Wells, Palm Springs Bureau of Tourism, and the BNP Paribas Open.
The foremost benefit of working with JNS, versus purchasing advertising in-house, is
that they offer bulk buying power. Because they purchase a significant amount of
media, they maintain relationships that allow them to buy advertisements at a cost lower
than the published rate card. Additionally, they are able to negotiate added value, such
as promotions, free ads, advertorial, and inclusion in e-newsletters, among others.
Palm Desert's media plan has taken into consideration the CVAs media placements and
was developed to complement and reinforce their efforts while avoiding duplicative
advertising.
Staff Report
Award of Contract for Media Buying Services & Related Media Plan
July 14, 2011
Page 3 of 4
The proposed media plan proposes to focus on Palm Desert's target geographical
markets as well as target weather -related placements. The following is a summary of
markets to be targeted with the fiscal year 2011/12 marketing budget:
• Magazine advertising in Seattle, San Francisco, Portland, Chicago, and
Minneapolis markets. Additional no -cost benefits offered by the various
magazines include website advertising, e-blasts to subscribers, and articles in
newsletters.
• Magazine advertising in the Canadian market (Vancouver, Edmonton, Calgary &
Toronto) to support increase in flights. Additional no -cost benefits will be
provided with this placement as well.
• Magazine advertising within the Southern California drive market including Los
Angeles, Orange County, and San Diego markets.
• Radio advertising with Clear Channel that will sponsor the drive time traffic and
weather reports on many metro area stations in the Los Angeles, Chicago,
Minneapolis, Seattle, Denver and Boulder markets. Fifteen second commercials
noting "weather/traffic report brought to you by sunny Palm Desert, California".
• Local advertising will run in Travelhost, Desert Guide and the Chamber Directory
promoting the new location of the Visitor Center. This serves to drive incoming
traffic to the Visitor Center so that staff can direct them to all Palm Desert has to
offer.
• Cooperative advertising with the Convention and Visitors Authority will include a
summer promotion for Southern California, air service campaign, Alaska Airlines
Magazine, Canadian newspaper, and California Tourism insert in Sunset
Magazine.
On March 15, 2011, the Marketing Committee approved the proposed marketing budget
as presented. Subsequently, at its meeting of April 26, 2011, the Committee voted to
support the hiring of JNS Advertising for media buying services for the fiscal year of
2011/12.
Fiscal Analysis
Approval of this contract would stretch Palm Desert's media dollars through bulk
purchasing and additional no -cost benefits. Should the City negotiate individually with
the vendors for the same services, costs could increase by as much as $50,000. Denial
of the contract would increase the cost the City pays for scheduled media buys and
result in a significant increase in staff time, due to the time-consuming nature of media
placement.
Staff Report
Award of Contract for Media Buying Services & Related Media Plan
July 14, 2011
Page 4 of 4
Funds are included in the FY 2011/12 marketing budget, Acct No 110-4417-414-3221.
Submitted By: Department Head:
.`
Donna Gom , Vis Cen Mgr Ju M McCarthy, AC edevelopment
C -1 ILA ON
APPROVED DENIED
Paul S. i son, irector of Finance RECEIVED OTHER
P•
wohlmuth, City manager
MEETING DATE; 1..
AV] /
NOES:
ABSENT:
ABSTAIN:
VERIFIED Ry. _ l7Y M(?JM
Original on File with City CleW9s Office
Contract No. C31070
MEDIA BUYING AGREEMENT
This Media Buying Agreement ("Agreement") is entered into this day of
, 2011, by and between the City of Palm Desert ("City") and JNS Advertising
("Agency"). The City and Agency are sometimes collectively referred to in this
Agreement as the "Parties" and individually referred to as "Party."
AGREEMENT
1. Term. The term of this Agreement shall become effective for Fiscal Year
2011-2012 from July 1, 2011 until June 30, 2012, and may be renewed for one
additional one-year period at the option of the City under the same terms and conditions
and at the same rates. In all cases, the Agreement renewals shall be approved annually
by the City Council and sufficient appropriations shall have been made for the particular
fiscal year for which the renewal is sought.
2. Scope of Services:
2.1 Services to be rendered by Agency pursuant to this Agreement
shall be performed in coordination with City staff. The Agency will
submit to City in writing for approval of all media recommendations
including advertising plans, media schedules, and cost estimates
prior to buying and placing advertisements.
2.2 City will specify criteria and approve each advertisement and media
placement and will not be limited in placing advertisements
independently outside of this Agreement.
2.3
Agency will provide the following services:
(a) Media Planning: media strategies and analysis, target
audience analysis and research; product demographic
research and circulation analysis; client consultation; reach
and frequency estimates (size of audience reached by plan);
special event/promotional strategies; PSA and partnership
opportunities; ROI analysis.
(b) Negotiating, Scheduling, and Maintaining Media Buys:
ratings analysis; spot rotation analysis; added value
(contracted and tracked); invoice audits which match spot
time, dates, costs, and commercial numbers with original
buy schedule; tear sheets required before payment on print
advertising; make goods/credits (negotiated if media ran
incorrectly); post -buy analysis/estimate. Media will be
purchased at the lowest rate available. Any added value
received from media purchases, including, but not limited to
bonus advertising, e-blasts, promotional and online
RMPUB UTREMBLAY\316784.1
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Contract No. C31070
opportunities, and advertorial, will be passed on to the City
at no additional cost.
(c) Media Administrative Services: record keeping; flowcharts;
budget recaps; billing; processing payment; maintaining
media buy schedules; buy confirmations; tracking make
goods and credits; trafficking of creative materials.
(d) Options: For any other services not specified in this
Agreement, for which the City Manager or designee has
provided advance written approval, the City will pay the
agreed upon Agency commission. Agency shall provide
documentation to the City supporting all expenses incurred
in furnishing these other services.
3. Confidentiality. Any information provided by the City to the Agency for use
under this Agreement shall be deemed confidential.
4. Compensation. The amount budgeted for advertising and media buys is
established as part of the City's Fiscal Year 2011-2012 budget. The City's liability for
advertising services under this contract shall not exceed the amount budgeted. The
City reserves the right, at any time during the term or any extensions thereof, to adjust
the amount budgeted for media buying services. The Agency shall receive the media's
agency discount, a commission of 15% of each commissionable media buy, which
covers all costs associated with performing services listed in Section 2, Scope of
Services.
5. Billing. Agency shall provide to the City a monthly invoice detailing
Agency, commission as paid by the media, and media charges and expenses, credits or
additional charges such as credits for missed spots or additional color or production
charges from the media. Following verification of advertising placement and billing from
the media vendor, the Agency will, if needed, issue adjustment billing to the City to
reflect any credits or additional charges. Agency shall submit a verified statement of
media charges and credits for services before the 10th day of each month. All such
records shall be subject to audits by the city auditor or by an independent auditor from a
reputable firm of certified public accountants. The total amount of this Agreement shall
not exceed Two Hundred and Fifty Eight Thousand Dollars ($258,000) without an
amendment approved by the City Council.
5.1 Agency is authorized to act as City's agent with regard to the
purchase of media hereunder. All purchases of media to
carry the Client advertising, materials, services, and rights
on behalf of Client will be made by Agency, as agent for the
City. As Agency is acting as an agent for a disclosed
principal, all such purchases will be made for the City under
the principle of sequential liability, where Agency will be held
liable for payments to media vendors and other suppliers
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RMPUBUTREMBLAY016784.1
Contract No. C31070
only to the extent Agency has been paid by the City for such
purchases. For amounts owing but not paid to Agency, the
City agrees that it will be held solely liable. Agency has the
right to confirm with media vendors and other suppliers that
they expressly agree to payment on such terms.
6. Ownership Rights. All documents and any other materials provided by the
City are the sole property of the City.
7. Indemnification. Agency agrees to indemnify, defend and hold harmless
the City, its officials, officers, employees, agents and consultants on account of any and
all claims for damages because of (i) personal injury, sickness or death of any person,
injury, damage or destruction to property in connection with its performance of its
obligations pursuant to this Agreement, (ii) any breach by Agency of any representation,
warranty or covenant of this Agreement, or (iii) any violation by Agency of any
applicable local or state laws, ordinances, rules, regulations or lawful orders bearing on
the performance of any obligations under this Agreement. This indemnification is
intended to be as broad as possible and as broad as allowed by law. Only in the
instance of damage caused solely and exclusively by the negligence and/or
malfeasance of the City or its employees or agents will the indemnification not apply.
This indemnification includes but is not limited to indemnifying for reasonable attorneys'
fees, costs and other related expenses, including expert witness fees incurred by the
City directly, through its carriers or for its agents and/employees.
8. Insurance.
8.1 Time for Compliance. Agency shall not commence services under
this Agreement until it has provided evidence satisfactory to the City that it has secured
all insurance required under this section. In addition, Agency shall not allow any
subcontractor to commence work on any subcontract until it has provided evidence
satisfactory to the City that the subcontractor has secured all insurance required under
this section.
8.2 Minimum Requirements. Agency shall, at its expense, procure and
maintain for the duration of the Agreement insurance against claims for injuries to
persons or damages to property which may arise from or in connection with the
performance of the Agreement by Agency, its agents, representatives, employees or
subcontractors. Agency shall also require all of its subcontractors to procure and
maintain the same insurance for the duration of the Agreement. Such insurance shall
meet at least the following minimum levels of coverage:
(a) Minimum Scope of Insurance. Coverage shall be at least as
broad as the latest version of the following: (A) General Liability: Insurance Services
Office Commercial General Liability Coverage (occurrence form CG 0001);
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RMPUBVTREMBLAY `316784.1
Contract No. C31070
(b) Minimum Limits of Insurance. Agency shall maintain limits of
no less than: (A) General Liability. $1,000,000 per occurrence for bodily injury, personal
injury and property damage. If Commercial General Liability Insurance or other form
with general aggregate limit is used, either the general aggregate limit shall apply
separately to this Agreement/location or the general aggregate limit shall be twice the
required occurrence limit;
8.3 Insurance Endorsements. The insurance policies shall contain the
following provisions, or Agency shall provide endorsements on forms supplied or
approved by the City to add the following provisions to the insurance policies:
(a) General Liability. The general liability policy shall be
endorsed to state that: (A) the City and its directors, officials, officers, employees,
agents and volunteers shall be covered as additional insureds with respect to the
services performed by or on behalf of Agency, including materials, parts or equipment
furnished in connection with such work; and (B) the insurance coverage shall be primary
insurance with respect to the City and its directors, officials, officers, employees, agents
and volunteers, or if excess, shall stand in an unbroken chain of coverage excess of
Agency's scheduled underlying coverage. Any insurance or self-insurance maintained
by the City and its directors, officials, officers, employees, agents and volunteers shall
be excess of Agency's insurance and shall not be called upon to contribute with it.
(b) All Coverages. Each insurance policy required by this
Agreement shall be endorsed to state that: (A) coverage shall not be canceled except
after thirty (30) days prior written notice by certified mail, return receipt requested, has
been given to the City; and (B) any failure to comply with reporting or other provisions of
the policies, including breaches of warranties, shall not affect coverage provided to the
City and its directors, officials, officers, employees, agents and volunteers.
8.4 Separation of Insureds: No Special Limitations. All insurance
required by this Section shall contain standard separation of insureds provisions. Such
insurance shall not contain any special limitations on the scope of protection afforded to
the City and its directors, officials, officers, employees, agents and volunteers.
8.5 Acceptability of Insurers. Insurance is to be placed with insurers
with a current A.M. Best's rating no less than A:VIII, licensed to do business in
California, and satisfactory to the City.
8.6 Verification of Coverage. Agency shall furnish City with original
certificates of insurance and endorsements affecting coverage required by this
Agreement on forms satisfactory to the City. The certificates and endorsements for each
insurance policy shall be signed by a person authorized by that insurer to bind coverage
on its behalf. All certificates and endorsements must be received and approved by the
City before work commences.
RMPUBUTREMBLAY\316784.1
Contract No. C31070
9. Independent Contractor. For purposes of this Agreement, the Parties are
independent contractors and not partners nor is a joint venture being created. Each
Party retains the right to perform similar or different services for others or enter into
similar agreements with third parties during the term of this Agreement. Any additional
personnel performing the services under this Agreement on behalf of Agency shall also
not be employees of the City and shall at all times be under Agency's exclusive
direction and control. Agency shall pay all wages, salaries, and other amounts due such
personnel in connection with their performance of services under this Agreement and as
required by law. Agency shall be responsible for all reports and obligations respecting
such additional personnel, including, but not limited to: social security taxes, income tax
withholding, unemployment insurance, disability insurance, and worker's compensation
insurance.
10. Notices. Whenever it shall be necessary for either Party to serve
notice on the other regarding this Agreement, such notice shall be served either in
person, by certified mail, return receipt requested to the addresses below.
City: City of Palm Desert
Palm Desert Civic Center
73-510 Fred Waring Drive
Palm Desert, CA 92260
Attn: City Manager
Agency: JNS Advertising
79-690 Amalfi Drive
La Quinta, CA 92253
Such notice shall be deemed made when personally delivered or when mailed,
forty-eight (48) hours after deposit in the U.S. Mail, first class postage prepaid and
addressed to the Party at its applicable address. Actual notice shall be deemed
adequate notice on the date actual notice occurred, regardless of the method of service.
11. Legal Costs. In the event of any legal action between the City and
Agency arising out of the obligations of the Parties pursuant to this Agreement, the
prevailing Party will be entitled to payment of its costs and expenses, including its
reasonable attorneys' fees.
12. Binding Effect: Successors. Neither Party shall assign or transfer,
either directly or by operation of law, this Agreement or any interest herein without the
prior written consent of the other Party, which may be given in such Party's sole and
absolute discretion. Any attempt to do so shall be null and void, and any assignees or
transferees shall acquire no right or interest by reason of such attempted assignment or
transfer. This Agreement shall bind and inure to the benefit of the Parties and their
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RMPUBVTREMBLAY016784.1
Contract No. C31070
respective heirs, legal representatives, successors and assigns and all of the Parties
thereto shall be jointly and severally liable hereunder.
13. Counterparts. This Agreement may be executed in counterparts
each of which shall be deemed an original and all of which together shall constitute one
and the same instrument which shall be binding upon the Parties notwithstanding that
the Parties may not be signatories to the same counterpart or counterparts. The Parties
may integrate their respective counterparts by attaching the signature pages of each
separate counterpart to a single counterpart.
14. Further Assurances. Whenever requested to do so by the other
Party, each Party shall execute, acknowledge, and deliver any further conveyances,
assignments, confirmations, satisfactions, releases, powers of attorney, instruments of
further assurance, approvals, consents, and any documents that are necessary,
expedient, or proper to complete anything contemplated by this Agreement. In addition,
each Party shall do any other acts and execute, acknowledge, and deliver any
requested documents in order to carry out the intent and purpose of this Agreement.
15. Modifications. All modifications to this Agreement must be in writing
and signed by the Parties. Cancelation of media must adhere to the following schedule:
Print: 30 days notice prior to placement; Television: 10 days notice prior to placement;
Radio: 7 days notice prior to placement; and Electronic: Immediate cancelation.
16. Third -Party Rights. Nothing in this Agreement, express or implied, is
intended to confer upon any person, other than the Parties and their respective
successors and assigns, any rights or remedies.
17. Governing Law; Choice of Venue. This Agreement shall be governed
and construed in accordance with California law, including the Fair Political Practices
Act of 1974. Venue shall be Riverside County.
18. Severability. If any provision of this Agreement . becomes or is
declared by a court to be illegal, unenforceable or void, that clause will be omitted and
the remainder of the Agreement will continue in full force and effect. Such holding shall
in no way affect the validity or enforceability of this Agreement.
19. Entire Agreement. This Agreement is the entire agreement between
the Parties and supersedes any prior or contemporaneous representations,
understandings or agreements, whether written or oral.
20. Waiver of Jury Trial. The Parties specifically waive any right to trial by jury
in any court with respect to any contractual, tortious or statutory claim, counterclaim or
crossclaim against the other arising out of or connected in any way to this Agreement
because the Parties hereto, both of whom are represented by counsel, believe that the
complex commercial and professional aspects of their dealing with one another make a
jury determination neither desirable nor appropriate.
RMPUBVTREMBLAY0 16784.1
Contract No. C31070
IN WITNESS WHEREOF, the Parties hereto have executed this Agreement as of
the date first hereinabove written.
City of Palm Desert:
Jean Benson, Mayor
Rachelle Klassen, City Clerk
Agency:
President
UIN
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2
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
VII. NEW BUSINESS
MARCH 15, 2011
B. CONSIDERATION OF MARKETING BUDGET FOR FISCAL YEAR 2011-12
Ms. Gomez stated that because of the current economy, direction given to
staff is to maintain the current budget. The bottom line budget amount
remains at $782,950 and maintains existing programs. The media plan was
recently approved for the remainder of the year. Although the media plan has
been in effect for a short time, it is well planned out and well done. The online
portion has increased slightly, and she went over the advertising areas
outlined in the budget. Recently initiated radio ads have been an opportunity
that hasn't been explored before. If the funding becomes available, JNS has
outlined some opportunities that are highly recommended, highlighted in
yellow at the bottom of the page.
The online budget is very targeted. The addition of contextual targeting was
recommended by OMA for its great conversion rate. Because it is expensive
it will only be done January to March. PPC has been increased because it
has been very successful. Fetchback has also been very successful.
Mr. McCarthy added that repositioning has been driven from the
recommendations made by local hoteliers.
Mr. Spiegel commented that the new CVA Director, Scott White, is coming
next week to join a study session with Council on what the CVA is doing. In
the meantime, Mr. White would like to see the budget approved by the
Committee so he can comment on ways in which there can be interaction
with the CVA.
Michael Shimer questioned the target audience for the PD Style magazine.
Jan Harnik pointed out that the inside back cover is an ad for the City of La
Quinta. She felt it redirected traffic outside of Palm Desert.
Ms. Gomez stated that the PD Style contract allows for City input into eight
pages of content.
Mr. Hoehn asked if the magazine fits into the mission of the marketing
program. Because it's not an out -of -market piece, it doesn't get anyone to
come to Palm Desert.
Marlane Wolf commented that the magazine is similar to other desert
publications.
3
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE MARCH 15, 2011
Ms. Harnik added that the reader is already here when they see the
magazine and wondered how successful it is at bringing visitors to Palm
Desert from the two-hour market.
Mr. Spiegel relayed that the Desert Sun's comment is the visitor will take the
magazine home and give it to their friends.
Ms. Harnik said it would make sense if it could be tracked when someone
visits as a result of seeing a magazine that was taken home.
Mr. Shimer stated that the two highly recommended budget items for
$35,000 with the CVA would be better use of the funds.
Mr. Hoehn noted that the $110,000 could also be used to increase the ad
size in magazines.
Mr. McCarthy added that PD Style was a new initiative that was not in the
budget last year, and funding sources had to be identified to pay for it. It was
broken out this year so that a recommendation could be made separately for
this item. Staff has been negotiating with the Desert Sun to bring down the
price point.
Mr. Hoehn commented that money should be invested where it can have the
greatest effectiveness. He reported that he is on the board for the CVA, and
the palm-desert.org website is ranked fifth in driving traffic to the CVA
website.
Kimberly Bowers said that the palm-desert.org website is ranked first in
directing traffic to The Living Desert website.
Michael Shimer moved by Minute Motion, that the proposed budget and media plan be
recommended for City Council approval. Motion was seconded by Sara O'Flynn and
carried 7-0.
Upon question, Ms. Gomez replied that the budget item for conferences and
seminars was increased by $2,000 to allow for attendance at a Pow -Wow or
possibly a FAM trip to Canada. She also explained that measures have been
taken to become more "green," such as printing on recycled paper, and
encouraging people to go online to download documents for viewing.
Ms. Harnik asked how many BrightSides are printed and mailed. Since David
Hermann was not at the meeting, Ms. Gomez offered to get that information.
She also said there have been no complaints that the BrightSide is published
bi-monthly. Ms. Harnik suggested that in lieu of the PD Style, more content
could be added to the BrightSide.
4
PALM DESERT
PALM DESERT ADJOURNED MARKETING COMMITTEE
APPROVED MINUTES
Tuesday, April 26, 2011 - 2 p.m.
North Wing Conference Room
I. CALL TO ORDER
Emily Bird-Hrivnak called the meeting to order at 2:05 p.m.
II. ROLL CALL
Members Present: Members Absent:
Sara O'Flynn, Chair Michael Shimer
Emily Bird-Hrivnak, Vice Chair
Theresa Maggio
Marlane Wolf
Stephanie Loog
Rolf Hoehn
Jenna LeMaster
Staff /Others Present:
Robert Spiegel, Councilmember
Jan Harnik, Councilmember
Justin McCarthy, ACM for Redevelopment
Donna Gomez, Visitor Center Manager
Ruth Ann Moore, Economic Development Manger
David Hermann, Management Analyst
Jane Stanley, Recording Secretary
Bruce Nation, Desert Willow Golf Resort
Judy Sage, JNS Advertising
Garry Sage, JNS Advertising
III. ORAL COMMUNICATIONS
None
IV. CONSENT CALENDAR
A. MINUTES OF THE MEETING OF MARCH 15, 2011.
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE
APRIL 26, 2011
Rolf Hoehn moved, by Minute Motion, to approve the minutes of the March 15,
2011, meeting. Motion was seconded by Marlane Wolf and carried 6-0.
V. CONSENT ITEMS HELD OVER
None
VI. CONTINUED BUSINESS
►f0=
VII. NEW BUSINESS
A. UPDATE ON INITIAL RESULTS OF ADVERTISING EFFORTS - JNS
Garry Sage from JNS Advertising presented information , for March 2011
advertising, which reflects the first month of the new media plan. He
distributed out the analytics for the publications and explained each one. The
data showed the publications' Circulation, Readership, "CPM" (Cost per
Thousand), Clicks, "CTR" (Click Through Rate), "CPC" (Cost per Click), Ad
Size, and Online Banner size. Added value is shown by a "N/A" for the online
banner and $0 for CPC.
Since the national average for CTR is 0.12% - 0.15%, the results shown are
above average. Also reported are the traffic and weather report 15-second
spots. San Diego and Los Angeles will be targeted during "May Gray" and
"June Gloom." Numbers for April so far are beating the March numbers.
Upon question, Mr. Sage responded that the Readership is calculated at 2.5
times the Circulation for all publications. Stephanie Loog asked how results
from these ads could be tested. Ms. Bird-Hrivnak suggested that without a
landing page it is difficult to track effectiveness for print ads.
At this point Sara O'Flynn arrived at the meeting.
One number that stood out is the $50.00 Cost per Thousand for Palm
Springs Life. Mr. Sage suggested that since the cost is so high in comparison
to the others that those ads could be pulled. All the other ads are doing very
well. Judy Sage also commented that people who see Palm Springs Life are
already here and the ad directs them to the Visitor Center. Donna Gomez
recommended that the Committee see a quarterly report from JNS and make
recommendations for the next quarter.
Ms. Gomez distributed a copy of the ad that was placed in Orange Coast
magazine, which had additional advertorial as part of the ad placement.
G
APPROVED MINUTES
PALM DESERT MARKETING COMMITTEE APRIL 26, 2011
Rolf Hoehn questioned the media budget, which does not reflect Palm
Springs Life. Ms. Gomez responded that it is included in the Palm Springs
Life Desert Guide line item.
Theresa Maggio moved by Minute Motion, to receive and file the report from JNS. Motion
was seconded by Sara O'Flynn and carried 7-0.
B. CONSIDERATION OF CONTRACTING FOR MEDIA BUYING SERVICES
WITH JNS ADVERTISING FOR FY 2011-12
Ms. Bird-Hrivnak commented that the review just presented shows the
success of JNS. She also thought it was important that they have the ability
to be flexible with media buys.
Mr. Hoehn liked the synergy created with JNS and other desert
organizations. He recused himself from the vote because of the JNS contract
with the Indian Wells Tennis Garden.
Ms. Gomez stated that because of her contact with the CVA she can see that
JNS' efforts have been very well coordinated. She met with the CVA, showed
them the media plan, and identified areas of duplication. She then met with
JNS and was able to rearrange the duplicative ads.
Sara O'Flynn moved, by Minute Motion, approval of the contract with JNS Advertising for
fiscal year 2011-12 under the same terms and conditions. Motion was seconded by Emily
Bird-Hrivnak and carried 6-0. Rolf Hoehn abstained.
VIII. OLD BUSINESS
A. CONSIDERATION OF CREATIVE/AD CAMPAIGN
Following is a verbatim transcript of the discussion and action taken for Item A.
Key
BN
Bruce Nation
DG
Donna Gomez
EH
Emily Bird-Hrivnak, Co -Chair
GS
Garry Sage
JH
Jan Harnik
JL
Jenna LeMaster, Member
JM
Justin McCarthy
JS
Judy Sage
MW
Marlane Wolf, Member
RH
Rolf Hoehn, Member
RM
Ruth Ann Moore
RS
Robert Spiegel
3