Loading...
HomeMy WebLinkAboutC32020 - Digital Marketing and Public Relations ServicesCITY OF PALM DESERT STAFF REPORT REQUEST: AWARD CONTRACT NO. C32020 TO OFF MADISON AVE FOR DIGITAL MARKETING AND PUBLIC RELATIONS SERVICES FOR FISCAL YEAR 2012/13. SUBMITTED BY: Donna Gomez, Tourism & Marketing Manager CONTRACTOR: Off Madison Ave 5555 East Van Buren Street, Ste. 215 Phoenix, AZ 85008 DATE: July 12, 2012 CONTENTS: Contract No. C32020 Off Madison Ave Proposal Recommendation By Minute Motion: 1. Concur with the Marketing Committee's recommendation and award Contract No. c-j2020 to Off Madison Ave (OMA) for digital marketing and public relations services; 2. Authorize the Mayor to execute the agreement on behalf of the City. Executive Summary Staff recently released a request for proposals for online marketing and public relations services as required by the expiration of our contract with Off Madison Ave on June 30, 2012. Eight proposals were received and each was thoroughly reviewed and evaluated by a subcommittee consisting of three Marketing Committee members and two staff members. The top three scoring agencies were asked to make presentations before the Marketing Committee. At its meeting of June 19, 2012, the Marketing Committee unanimously recommended contracting with Off Madison Ave for digital marketing and public relations services. Staff Report Digital Marketing Services July 12, 2012 Page 2 of 5 Background Digital marketing is a critical component to any successful marketing program. With the rapidly advancing technology and expanding use of computers, smart phones, and mobile devices, it is important to ensure a strong presence within this realm. The City's current digital program has experienced successes and staff would recommend continuing to have a strong visibility online. The Request for Proposals process generated eight responses from agencies as identified below. Proposals were reviewed thoroughly by the Subcommittee and evaluated in the following areas: • Strategy and vision for the Palm Desert brand • Experience, competence, and capacity for performance • Creativity • Price • Past performance and experience with travel and tourism clients and/or city government • Ability to provide all services outlined within the Request for Proposals Hardsale Communications, Glendale, AZ $72,000 Marketplace Communications, Sacramento $120,000 Bishop/Kaminsky, Santa Monica/Palm Springs $87,000 Off Madison Ave, Phoenix $87,000 SAESHE, Los Angeles $108,000 Jones Agency, Palm Springs $84,000 Cord Media, Palm Desert $120,000 Kiner Communications, Palm Desert $95,000 The Subcommittee selected Marketplace Communications, Off Madison Ave, and SAESHE as the top three agencies and requested presentations by each. After receiving presentations and extensive discussion, the Marketing Committee voted unanimously to recommend contracting with Off Madison Ave based on their relevant experience, expertise in digital marketing, familiarization with the City of Palm Desert account, tracking and analytics abilities, proven results, competitive pricing, and their strong emphasis on return on investment. The complexity and ever -changing environment of the online marketing industry requires the expertise of an agency made up of specialists in a variety of fields. OMA has been providing digital marketing services for the City for the past four 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. Most recently OMA completed a website refresh including incorporation of the City's new advertising G:\Donna\StaffReports\2012\DigitaI Marketing Staff Report 6-28-2012.doc Staff Report Digital Marketing Services July 12, 2012 Page 3 of 5 campaign, updating of landing pages, and the addition of a feature that allows visitors to the site to book reservations for restaurants and hotels. They are a full -service advertising agency specializing in internet marketing and offering 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 produces and distributes a monthly e- newsletter on the city's behalf. They also provide monthly reports for each initiative and recommend areas for improvement while making cost efficiency and effectiveness a priority. This year, OMA also designed and implemented a successful cooperative advertising program with the El Paseo Business Improvement District. OMA proposes a monthly service fee of $7,250 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 • Consulting for social media and strategic initiatives • Regular development and creative services (new) • Public Relations services (new) Additionally, email, database, e-newsletter, and website management services had previously been charged separately at a cost of $975.00 per month. These costs are now included within the monthly management fee as well as the new public relations component. 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 2012/13 under "media buys" at approximately $150,000. OMA will continue to offer creative and production services outside the scope of the contract at $125.00 per hour and will not charge any agency commissions or mark-ups. The following summarizes a few of the program successes experienced with OMA over the past year (July 1, 2012 — June 2013): Online Media /Awareness Campaign • OMA increased overall impressions in FY 11/12 by 425% • Total clicks to palm-desert.org increased by 514%, when compared to FY10/11 • Our cost per thousand impressions (CPM) decreased by 40% GADonna\Staff Reports\2012\Digital Marketing Staff Report 6-28-2012.doc Staff Report Digital Marketing Services July 12, 2012 Page 4 of 5 Paid Search (PPC) • In the past year, OMA achieved conversion rates from PPC as high as 4.3%, which are well above the industry average of 2.0% • The agency promoted Stagecoach and Coachella events through Facebook PPC ads. Once clicking on these ads, users were taken to the event landing page that encouraged them to book a room in Palm Desert during their trip. Facebook • 32,259,287 total impressions — a 6.8% increase over FY 10/11 • 5,604 total clicks • .017% click through rate — industry average: 0.01 — 0.05% • 416 total conversions (new Fans) Search Engine Optimization Overall search engine traffic was up 38.64% over the same period last year Due to optimization efforts, the tourism website saw a 36% increase in traffic from those users searching for "Things To Do" and an 15% increase in visitors searching for shopping. In order to achieve and maintain such positive results, OMA works daily on the City's tourism website, keeping content relevant and fresh. They regularly track and manage results of online ad placements to ensure adequate return on investment. All of these efforts have lead to an increase in brand awareness and higher search engine rankings for the City's tourism website. Analytics have shown palm-desert.org experiencing tremendous growth in the mobile arena with almost 30% of site traffic generated from mobile devices. OMA is proposing to adapt our existing website to accommodate all mobile devices which will increase site functionality and accessibility of Palm Desert information and services. Staff is confident that OMA will continue to behalf of the City of Palm Desert and contracting with OMA for online marketing period, fiscal year 2012/13. provide exemplary services and results on its online programming. It recommends and public relations services for a one year G:\Donna\StafPReports\2012\Digital Marketing Staff Report 6-28-2012.doc Staff Report Digital Marketing Services July 12, 2012 Page 5 of 5 Fiscal Analysis Approval of this contract would ensure continued exposure for Palm Desert in the growing digital marketing realm. This contract would impact the general fund by $87,000 exclusive of media buys, production and creative expenses. Denial of the request would negatively impact Palm Desert's presence online during a time that online exposure is critical and still remains affordable. The City's tourism website would be more difficult to locate through search engines and there would be no online advertising to drive traffic to the site which would ultimately reduce Palm Desert's exposure to the traveling public. Funds are available in Account No. 110-4417-414-3090. Submitted By: Donna Gomez Tourism & Marketing Manager 2W_ Paul S. Gibson, Director of Finance Approval: M. Wohlmuth, City Manager CITY COUNCILA�ION APPROVED DENIED RECEIVED OTHER MEET G 1 ' � / """ ` AYES NOES:07 ABSENT: ABSTAIN: �� VERIFIED BY: Original on File with City erk's Office G:\Donna\StaffReports\2012\DigitaI Marketing Staff Report 6-28-2012.doc CONTRACT NO. C32020 MARKETING SERVICES AGREEMENT This Marketing Services Agreement ("Agreement") is entered into this 12th day of July, 2012, by and between the CITY OF PALM DESERT, a municipal corporation, ("CITY") and OFF MADISON AVE, Inc., hereinafter referred to as ("AGENCY"). The CITY and AGENCY are sometimes collectively referred to as "Parties" and individually referred to as "Party." The Agreement is made in light of the following recitals: RECITALS A. CITY desires to engage AGENCY to prepare, develop, and implement certain online advertising and marketing programs for the CITY. B. AGENCY desires to prepare, develop, and implement such programs for the CITY. NOW, THEREFORE, in consideration of the mutual promises set forth herein, and in light of the above Recitals, which are hereby made a part of this Agreement, the Parties hereby agree as follows: AGREEMENT 1. Term. The term of this Agreement shall commence on July 1, 2012, and end on June 30, 2013, 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. Subject to the terms and conditions of this Agreement, AGENCY shall conduct online marketing tactics and analysis including: a. Account management and consulting services related to all City of Palm Desert online marketing and advertising programs. b. Plan, coordinate, and oversee all online advertising/marketing efforts including but not limited to placement, recommendations, adjustments, and reporting check insertion of approved online advertising and otherwise verify proper execution. c. Develop a strategic online advertising plan and annual budget in accordance with the guidelines established by the City and its Marketing Committee. The proposed online advertising budget is approximately $150,000. 1 G:\Donna\Staff Reports\2012\Digital Marketing Contract FY 2012-13.docx CONTRACT NO. C32020 d. Improve the volume and quality of traffic to the City's web site via search engine optimization efforts. Analyze results, make recommendations based on those results, adjust SEO based on those results, and report results. e. Pay -per -click management, recommendations, adjustments, and reporting. f. Development of a monthly e-newsletter including design, content, database management, distribution and results tracking. g. Ensure that all work performed on behalf of the City of Palm Desert be billed to the City at net amounts. h. Work closely with members of City Staff, Marketing Committee, as well as other City contractors and vendors. i. Plan, organize, and oversee special requests or projects assigned by the City. j. Establish acceptable timetables for all marketing, advertising, and special projects produced on behalf of the City. k. Evaluate all proposals submitted to the City and issue recommendations based on cost, validity, and perceived benefits to the marketing/advertising objectives of the City. I. Provide quarterly reports summarizing project activities and achievements of all services outlined in this scope of work. m. Attend a Marketing Committee meeting to present reports as needed (minimum of one per year). n. Maintain regular communication with City staff including the hosting of bi- weekly telephone conference calls. o. Development and creative services at a minimum of six (6) hours per month. p. Development and implementation of a public relations plan. If for any reason one or more of the above listed items are found to be unnecessary during the course of this agreement, CITY reserves the right to adjust fees, including the AGENCY's monthly fee, and reapply those fees to either an alternate item contained within the Scope of Work or a special project as determined by CITY. 3. Compensation. Prior to performing any services or furnishing any material contemplated by this Agreement to be undertaken and furnished by AGENCY, the CITY or its designee, after conferring with AGENCY, shall authorize the services rendered and materials to be furnished, the agreed 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 AGENCY as follows: a. The CITY will pay AGENCY a monthly fee of $7250.00 to cover services outlined in Section 2. The Parties estimate that AGENCY will provide an 2 G:\Donna\Staff Repo rts\2012\Digital Marketing Contract FY 2012-13.docx CONTRACT NO. C32020 average of approximately sixty (60) hours per month of services; the actual number of hours provided in a given month may be more or less than fifty (60), but over the 12 month period of the Agreement, hours of services shall not exceed eight hundred (800). If services exceed eight hundred (800) hours, additional fees may be required. b. Any work outside the scope contained in this Agreement, including but not limited to, additional landing page design, website updates, HTML coding, and adding content, will be billed at One Hundred Twenty Five dollars ($125.00) per hour or an agreed upon project fee. c. AGENCY will purchase online media at the lowest rate available. All billings will be submitted at net costs for payment by the CITY. AGENCY will not markup billings or receive commissions. d. CITY shall pay AGENCY the fee as outlined in Section 3a at the beginning of each month for the prior month. Each invoice shall contain, in reasonable 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. AGENCY 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. 4. 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 AGENCY for services rendered or materials furnished or contracted for as of the date of notification by either Party of the election to terminate, shall continue in accordance with the terms herein. 5. Owner of Work. Once Agency is paid in full, all art work, advertisement of any form, online content, or other materials ("Advertising Materials") shall be property of the CITY subject to any third party ownership and/or use restrictions. AGENCY specifically transfers any "right of reproduction" as defined by California Civil Code Section 982 and Section 988 to the CITY and its assigns. Advertising Materials are governed by the following Selections: 3 G:\Donna\Staff Reports\2012\Digital Marketing Contract FY 2012-13.docx CONTRACT NO. C 12� a. To the extent applicable, AGENCY agrees that all Advertising Materials created for the CITY are considered "work made for hire" as defined in the United States Copyright Act, Title 17, United States Code. Notwithstanding the foregoing, AGENCY may use and disseminate any Advertising Materials developed by AGENCY for the CITY to promote AGENCY, including disclosure of the Parties' relationship to others, work performed, and projects developed and/or implemented. b. Notwithstanding the foregoing, all software applications, databases, computer programs (including source code and object code for any such programming), and executable code (collectively "Code") as well as other creative content and materials in existence prior to this Agreement (or created outside the scope of this Agreement) and all Code or portions thereof developed or provided by AGENGY hereunder, excluding any materials provided by the CITY ("Agency Property"), shall remain the sole and exclusive property of AGENCY. Upon full payment all sums due and owing to AGENCY, AGENCY hereby grants a fully paid -up perpetual, non-exclusive, non -transferable license to the CITY to use internally and only for the benefit of the CITY such Agency Property solely as integrated into the Advertising Materials. For clarity, it is understood the AGENCY shall own all modifications, improvements or enhancements to the Agency Property and any and all Code utilized by AGENCY, or made available by AGENCY for use by the CITY, that is not integrated within the Advertising Materials, may not be used by the CITY after the term of this Agreement except pursuant to a separately negotiated license agreement. c. Notwithstanding the foregoing, any Advertising Materials prepared or proposed by AGENCY but not produced and published or broadcast within the term of this Agreement, and any Advertising Materials prepared or proposed by AGENCY and rejected by the CITY, shall remain property of AGENCY, which shall have the right to use same as it sees fit, including use for any other client, provided such use shall not involve the release of any confidential information regarding the CITY's business or methods of operation. 6. Confidentiality. Each Party (the "Recipient") shall take reasonable steps to protect proprietary and confidential information and materials (hereinafter "Confidential Information") provided by the other Party or its representatives (the "Discloser") from improper disclosure. Confidential Information shall not include information previously known to Recipient or materials to which Recipient had access prior to the provision of such information or materials by Discloser; information or materials that are now or later become publicly known; or information or materials provided to Recipient by 4 G:\Donna\Staff Reports\2012\Digital Marketing Contract FY 2012-13.docx CONTRACT NO. C32020 a third Party not bound by a duty of confidentiality to Discloser. Recipient shall inform Discloser of all inquiries into or requests for Discloser's Confidential Information by third parties and shall disclose Confidential Information to such third parties only when legally compelled to do so and after notice to Discloser, or when so permitted or instructed by Discloser. Notwithstanding any other provision of this Agreement, Confidential Information shall not include any CITY information or material that is not conspicuously marked as Confidential Information upon delivery to AGENCY. Further the CITY acknowledges that the media rates negotiated by AGENCY on behalf of the CITY are protected by AGENCY as trade secrets and are not generally known by the public or AGENCY's competitors. The disclosure of rate information to third parties, including but not limited to any advertising agency or media planning or buying service, or discussions of these rates with the media by the CITY, may cause the media to withdraw the rates. AGENCY also agrees to maintain adequate books and records 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, AGENCY agrees that it shall provide the CITY with the aforementioned books and records. 7. Mutual Indemnification. Except to the extent caused by a Party's (the "Indemnifying Party") negligence or willful misconduct, the Indemnifying Party hereby indemnifies and holds the other Party (the "Indemnified Party") harmless for any loss, costs (including all reasonable attorneys' fees) or damage suffered by the Indemnified Party due to, or related to, an material or information furnished by the Indemnifying Party; materials and/or projects developed by the Indemnified Party in any advertising or public relations; other material or projects developed for the Indemnifying Party; or any claims made against the Indemnified Party by a present or former employee of the Indemnifying Party due to or related to the Indemnifying Party's investigation or interviewing of such employee, and the results thereof, for the project. 8. 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 73-510 Fred Waring Dr. Palm Desert, CA 92260 ATTN: City Manager 5 G:\Donna\Staff Reports\2012\Digital Marketing Contract FV 2012-13.docx CONTRACT NO. C32020 AGENCY: Off Madison Ave., Inc. 5555 E. Van Buren, Suite 215 Phoenix, AZ 85008 ATTN: Roger Hurni 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. 9. 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 attorneys' fees. 10. Binding Effect; Successors. AGENCY shall not assign or transfer, either directly or by operation of law, this Agreement or any interest herein without the prior written consent of the CITY, which may be given in the CITY'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 respective heirs, legal representatives, successors and assigns and all of the Parties thereto shall be jointly and severally liable hereunder. 11. 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. 12. Further Assurances. Whenever requested to do so by the other Party, each Party shall execute, acknowledge, and deliver any further conveyances, assignments, confirmations, satisfactions, release, powers of attorney, instruments of further assurance, approvals, consents, and any further instruments or 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. 6 G:\Donna\Staff Reports\2012\Digital Marketing Contract FV 2012-13.docx CONTRACT NO. C32020 13. Modifications. All modifications to the Agreement must be in writing and signed by the Parties. 14. 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. 15. Governing Law; Choice of Venue. This agreement shall be governed and construed in accordance with California law. Venue shall be Riverside County. 16. Severability. If any provision of the 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. 17. Entire Agreement. This Agreement is the agreement between the Parties and supersedes any prior or contemporaneous representations, understandings or agreements, whether written or oral. 18. Non -Solicitation of AGENCY Employees. CITY agrees that during the term of this Agreement and for a twelve (12) month period following any termination of this Agreement, CITY will not, either directly or indirectly, on its own behalf or on behalf of its affiliates or other solicit, employ, manage, divert or hire away, or attempt to solicit, divert or hire away any person who is (or was at any time during the term of this Agreement or such twelve (12) month period following) employed, contracted or consulting with the AGENCY. The obligations of this Section shall survive the termination of this Agreement. 7 G:\Donna\Staff Reports\2012\Digital Marketing Contract FY 2012-13.docx CONTRACT NO. C32020 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. OFF MADISON AVE, Inc. In Roger Hurni, Partner Date: (Signature must be notarized) CITY OF PALM DESERT A Municipal Corporation By: _ Date: Robert Spiegel, Mayor ATTEST: IN Rachelle D. Klassen, City Clerk s G:\Donna\Staff Repo rts\2012\Digital Marketing Contract FY 2012-13.docx �� '� �l `�! i•it.� ' '+yet F. }.�' ,ice F �ti^. t• -rr.� ray ��•�ti/� � f`� r s�'i�'lM1xf����� ri; ;• rye:. rI` •�.fGJ•.sti•'' .�',r�r:., .'^+�I < `� S►ta.iayi-� c. _ _� ..�i i�Pr�' _.ti{�� •��� G�i,F Ds �IY�.�:��{�y�4..5 Al . .� S� .(!L l.f �A� ;}��:f'i�$, � 41:�_ PALM DESERT CALIFORNIA Thanks! Off Madison Ave thanks the City of Palm Desert and looks forward to a continued partnership. On behalf of the team at Off Madison Ave, we would like to express our appreciation for the opportunity to continue working with the City of Palm Desert as your strategic digital marketing partner. Since 1998, we have been helping local, regional, national and international organizations develop strong brands to increase awareness, credibility and action — and we have the experience to continue to help the City of Palm Desert meet the challenges of retaining current visitors and bringing new visitors to Palm Desert. Our team at Off Madison Ave has enjoyed partnering with the City of Palm Desert the past four years and is extremely passionate about your brand. We look forward to incorporating new, innovative strategies to continue to help Palm Desert meet their goals and we view this as a great opportunity to further build our relationship by coming together to arrive at the best solution efficiently. The following proposal demonstrates a forward -thinking, audience -focused approach to enhancing the current digital efforts for the City of Palm Desert and adding an innovative digital strategy to Public Relations efforts on behalf of the City. We hope you find it showcases our ability to develop forward -thinking, measurable strategies that are ahead of your competitors. We look forward to continuing our partnership Into 2013. Si erely Roger Mu i, Co -Founder and Executive Creative Director 480-505-4550 Dom 0 ■ k. A PALM DESERT CALIFORNIA Who is Off Madison Amp? History and Approach Off Madison Ave is an integrated strategic marketing and communications agency founded in 1998 by David Anderson, President and CEO, and Roger Hurni, Executive Creative Director. As an agency, we have always been focused on the intersection between traditional branding and the interactive technologies necessary to reach modern consumers through the right channels. Because of this philosophy, in 2005, we acquired Mighty Interactive, which was the #1 interactive firm in Arizona as ranked by Ranking Arizona: The Best of Arizona Business, launched by industry luminary Jason Baer. Today, our rich history of serving as clients' partners for traditional campaigns and creating innovative interactive marketing programs makes us one of the Southwest's premier marketing and communications firms. Since its beginning, Off Madison Ave has had a strong organizational commitment to marketing excellence, leveraging partnerships with industry -leading software providers such as ExactTarget and Omniture along with our membership in organizations such as Ad2Phoenix, the American Advertising Federation's Phoenix Ad Club, the Phoenix Chapter of the American Marketing Association, Worldcom Group, the International Association of Business Communicators and the Public Relations Society of America (PRSA) to provide our clients marketing and communications solutions that align with industry best practices and create outstanding results. Off Madison Ave's powerful mix of services and marketing expertise has allowed the agency to attract and create long-term partnerships with local, national and international clients from a variety of industries, including State accounts, tourism, retail and consumer products, technology, hosp ta',ty, arts and entertainment and gaming. Current integrated clients include Arizona Highways, Southwest Human Development, Arizona Office of Tourism, Nike, Phoenix School of Law, EVDI Medical Imaging, Desert Botanical Garden, Delta Dental of Arizona and Cox Media. Additionally, Off Madison Ave's commitment to market -leading solutions has garnered the agency multiple industry awards, including the ADDY Awards, the Adrian Awards from the Hospitality Saves and Marketing Association Internationa and the Copper Ou'lls (Public Relations). Outthink. Outperform. rMany agencies tak about their focus on strategy, but at Off Madison Ave, - "e rea y do a 'gn a our staff and processes behind the idea that thoughtful ideas need to come before action (and make the resu is that much better). We express this driving philosophy through one core pr'nciple. "Outthink. Outperform." This means that instead of just focusing on successful implementation of campaigns or Programs, we've des'gned our approach to proceed in the opt'ma order for successfu, marketing: Exp'ora`on and Evaluation — Look. Listen and Understand Before You Leap Brand Positioning and Strategic Planning — Define Opportunities Messaging and Audiences Brand Translation and Implementation — Teil Your Story through the Right Channels. Performance Management — Analyze. Optimr*ze. Repeat. OEM PALM DESERT CALIFORNIA This methodology is more than an abstract approach; whenever we begin work with a client, we follow these steps, in this order, to ensure success. This doesn't mean clients have to come to us with massive budgets or tons of lead-time before we help them with implementation. It just means we think thoughtfully about the problem at hand, perform some type of research whenever possible and carefully outline what we are trying to achieve before hitting the ground running. Technical Competencies For lifecycle marketing tools, Off Madison Ave prefers the ExactTarget communications platform, though we do have experience with other email platforms, including SilverPop, Constant Contact, and more. Off Madison Ave 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, Off Madison Ave 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, Off Madison Ave uses Google Optimizer and Vertster, as well as Crazy Egg and other tools. The agency believes testing is at the core of sound nteractive marketing and provides these services as part of normal operations. Off Madison Ave prefers Goog a Analytics for website measurement, but is also proficient with a number of other platfon-ns, ;nclud;ng Omniture, Coremetrics, and more. For search marketing, Off Madison Ave has years of hands on experience and relationships with all of the major engines (Google, MSN/Bing, Yahoo, Facebook), and certified resources working on client accounts day to day. The agency has experience using a wide variety of bid management tools. Given the choice, the agency would recommend Keyword Max, which is a cost effective, easy to use platform. Off Madison Ave is a member of many industry groups including SEMPO, the Search Eng'ne ,.,arketing Professiona s Organizat'on. Ar'zona 's the testing ground for the first regional chapter of SEMPO. Mighty Interactive participates in the group as a board member. The agency prefers to place on ine advertising on 'ts own ad server. Previously, Off Madison Ave has sed TruEffect, but has recen y sw'tched to ed a ,rind. MediaMind allows for real time results track'ng and testing, making banner test'ng and replacement a cinch — much easier than rely ng on ar'ous venues to manage and change out creat' a per request. The results, in terms of conversion rate. more than make up for the nominal expe se. When p an 'ng on 'ne advertising creative, Off ad'son Ave recommends the use of Rich Media. Rich ed'a ba ers can often double or triple conversion rate. ,ON I r PALM DESERT CALIFORNIA While Off Madison Ave can support a wide variety of programming languages including .asp, .net, and .php, the agency prefers the Ruby on Rails platform, the same platform used to develop 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. Digital Media planning Approach A media plan is only as good as the thinking behind it. Our media team works in tandem with every other group in the agency, ensuring that all media tactics fit seamlessly with all aspects of an integrated plan. Our media team regularly develops annual campaign media plans for clients using a streamlined five - step process. The City of Palm Desert is no exception, at the cornerstone of the media plan are audience insights which drive all strategies and recommendations. :step 9: Audience — Identifying the target audience is the key to any successful media plan; it is important to understand how the audience(s) live, work and play and which media they are most likely to use. Employing media research tools and other market research available, a clearly defined and established picture of the audience we are targeting helps to shape the plan objectives strategy and tactics. It is during this phase that an audience as well as a geographic market area is established. Step 2: Objective — In this phase, it is important to evaluate the goals of the campaign and establish clear objectives around what we want to achieve with our target audience. In order to measure results and effectiveness, relevant key performance indicators are defined; these can include anything from volume of unique visitors to the site or visit duration to an increase in phone calls to the visitor's center. Whatever the established indicators are, Off Madison Ave makes sure to tie all tactics back to achieving the overall plan objective. Step 3: Strategy— The strategy phase is the most difficult, but also one of the most important steps in developing media plans that reach the objectives. The strategy phase involves a group larger than the media planning team, pulling resources from interactive services, client services, creative and even internal organizational knowledge that is used to develop a clear approach that wou d best he p achieve the plan objectives. Step 4: Tactics — In this phase, all research and strategy development comes to life in tactical recommendations. Using information from the previous three steps we make our final tactical recommendations that will achieve the plan objectives. Using online media esearch tools such as Quantcast, Comscore and Google Ad Planner, recommendations are made taking into account; overall budget, ability to secure added value and negotiate lowest CPM rates. Step 5: Internal Buy -In and Client Approval — In th>s phase, the media plan 's presented to a cross - functional team within Off Madison Ave. D'scussion takes place to ensure that the plan fits the objectives and strategy. and trans`ate well across the integrated campaign as a whole. Once the client approves the plan, it is handed off to the buyers for 'mplementat'on of the plan. A beneft with online marketing's the ab'I'ty to measure attr but'on; this is the process of understanding and measuring how all on.;ne market'ng tactics have contributed to overall conversions and goals within *he campaign. Through an attrbut'on mode' Off ad'son Ave will be able to determine the most effective tactics of the campaign and opt'm'ze to the best performing elements. An example of what a possible attribut'on model for C'ty of Pa'm Desert cou d be is provided below. PALM DESERT CALIFORNIA Each marketing tactic will be able to be measured including social media impressions, search keywords and display impressions, all of which are attributed to the ultimate click and conversion that we want our audience to take. Example Attribution Model for City of Palm Desert - - - - - - Touchpoint ---- - - ---- Source Conversion Last Touch Attribution Value Multi -Touch Attribution Value - Simple d Exposure Ad Network No 0% 15 d Exposure Travel Site No 0% 10 d Exposure textual Targeting No 0% 10 eneral Search ')earch Engine No 0% 5 Ad Exposure Retargeting No 0% 5 Ad Exposure Retargeting No 0% 10 rgeted Search ')earch Engine No 0% 10 Ad Exposure Email No 0% 10 Ad Exposure Travel Site No 0% 15 Direct Visit COPD Site Yes 100% 10 � rviews Originator i ad on article Day 112: Visitor search for Assist wl w "californitl vacation" -- — - -- Day 84: Visitor dicks on Assist — --- retareetins banner Day #B: Visitor search 0 r for "palm desere 0 Looking :nto 'n Palm Desert's 2013 fiscal year, Off Madison Ave will implement a strategy for C'ty of Palm Desert based on the above approach, while also keep ng a focus on maintaining, op"m;z;ng, and de"vering/ana'yzing results. PALM DESERT CALIFORNIA The City of Palm Desert has aggressively positioned itself as a world class resort destination with the finest in services and amenities — dining, shopping, recreational activities, entertainment, and, of course, the great weather. Palm Desert continues to be a destination everyone, from matures (65+) to baby boomers (45 — 65) and couples to singles. Palm Desert is attractive to those looking for a relaxing, safe getaway where they can enjoy the great weather, pool time, resort -type activities (golf, spas, tennis) and the upscale shopping El Paseo provides. The primary target markets have been the two-hour drive or flight time areas (LA, Orange County, San Diego, and the Pacific Northwest) that enjoy Palm Desert as a winter escape. Each year, we continue to see increased visitation from Canadian residents, primarily from Vancouver and Calgary. The younger demographic has also rediscovered the desert as a place to exercise their spontaneous need to escape, and this broader motivation can help attract out -of -market visitors. The Palm Desert tourist is well traveled and has an above average house hold income; generally, they spend more on trips than the average tourist. Palm Desert's website is the most important marketing channel for potential and returning visitors, providing an online Visitor's Guide, as well as information about dining, entertainment, events and shopping. Over the past year, we have seen increased mobile visits to Palm-Desert.org through mobile devices — mobile visits increased 7% from February 2012 to March 2012 and continue to trending upward. The City drives traffic to the site through a variety of online placements, including banner ads a^d pay - per -click advertising, through Google, MSN, Yahoo and Facebook. It also stays top -of -mind w'th interested parties by sending email subscribers monthly newsletters and tourism updates. While the City's current promotional efforts are focused on attracting drive market visitors through online marketing programs, Palm Desert also cap;talizes on the resu'ts produced by the PSDRCVA and other surrounding desert communities. Through strategically placed local advertising messages, the City ensures that once a vis-tor arr'ves i'n the Coachel'a Valley, they know that the best 'n shopping, dining, and recreation is found in Palm Desert. Additionally, the City partnered w'th El Paseo in 2012 to produce an online marketing campaign that targets users looking to book travel to Greater Palm Springs The banner ads used 'n th's campaign encourage users to shop on E' Paseo once they ar 've 'n the Pa'm Springs area. PALM DESERT CALIFORNIA Off Madison Ave has been the digital agency of record for the City of Palm Desert for the past four years. During that time, the agency has worked closely with the City staff to build a highly recognizable and successful brand. The agency was initially chosen because of its robust, in-depth interactive expertise, :ss well as proven CVB and hospitality industry experience. Prior to hiring Off Madison Ave, the City had a limited presence in the online space and relied mainly upon traditional marketing placements performed by other agencies. Since partnering with Off Madison Ave, Palm Desert easily connect with potential visitors through a variety of online channels, including email marketing, paid search and online display advertising. The agency has worked with the City in each of these efforts to ensure the most creative and cost-effective solutions are used to maintain consistency with the City's messages and brand identity. Additionally, the Key Performance Metrics identified by the City have been greatly improved. Here are some of these proven results: Online Media / Awareness Campaign: Off Madison Ave increased overall impressions in FYI by 791.2% Total clicks to Palm-Desert.org increased by 922.2%, when compared to FYI Paid Search (PPC): o In the past year, Off Madison Ave achieved conversion rates from PPC as high as 4.3%, which are well above the industry average of 2.0% The agency promoted Stagecoach & Coachella through Facebook PPC ads. Once clicking on these ads, users were taken to the event !anding page that encouraged them to stay in Palm Desert during their trip. We also encouraged users to download the Palm Desert Vacation Guide. Palm-Desert.org: o Palm-Desert.org traffic continues to reach a I time highs in terms of un'que visitors to the site as well as visits by organic search. o Visits on mobile devices increase monthly and is currently at 28% All of these online programs have driven consistent traffic to the site, which has resulted in 'ncreased brand awareness and higher search engine rankings. Additiona ly, Off Madison Ave has continued to make campaign -related and strategic content updates to the website and has created email communications designed to engage new and returning visitors. Strateg c account management has also handed a - billing, reporting and campaign management for the City, so that marketing operations are as cost-effic'ent as possible. However, while the City has made great str'des 'n 'ncreas'ng brand awareness attract ng potent ai v's'tors and developing its on 'ne market ng :n:t:at:.es a be, *e a that there are many 'mportant and excit'ng digital initiatives that cou d drive further aware ess a d help the City reach its revenue goa's for the next fscal year. In addt'on to optimizing current prograL s, such as paid search a d 'fecyc'e PALM DESERT CALIFORNIA marketing, we have already begun ,o devidop additional str�:tegies, particularly in the area of making Palm-Desert.org mobile -friendly. Social media continues to exceed current performance metrics and has the potential to create even more opportunities for success and increased market share. Off Madison Ave looks forward to the opportunity to help drive even further success through the City's current Social Media efforts. Finally, because of our long-standing relationship with the City of Palm Desert, Off Madison Ave 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 the current marketing programs. Off Madison Ave is familiar with the City's operational processes and is sensitive to the current economic climate. We are committed to creating efficiencies in the coming fiscal year by maximizing marketing dollars, while continuing to provide the analytics needed to effectively optimize and measure the return on investment. 'ON a• ■ PALM DESERT CALIFORNIA Ho How will Off Madison Ave improve the City's current digital marketing initiative? In 2012, Off Madison Ave and the City of Palm Desert made great strides in increasing brand awareness, which can be seen through the all time high of organic visits to Palm-Desert.org. While we are happy with the success, we never sit on our laurels and are always looking for ways to improve even further. Off Madison Ave prides itself on staying ahead of the curve, especially when it comes to new marketing trends and technologies. In planning for 2013, Off Madison Ave will employ tactics to further increase visibility and engagement of potential visitors to Palm Desert. We will seek out media placements that drive cost-effective results, such as efficient CPM (Cost Per Thousand) buys on network publishers. Additionally, targeting markets that have a short planning cycle will also drive relevant traffic that is more likely to convert whether it be by downloading and requesting the Visitor's Guide, exploring content on Palm-Desert.org or calling the visitors center. As shown through the El Paseo campaign on Expedia, targeting online users interested in the Palm Springs area is also an effective means of bringing revenue to Palm Desert. By targeting those who have already expressed an interest in the Coachella Valley, Off Madison Ave has been able to competitively position Palm Desert's shopping district against the appeal of Palm Springs. In less than a month, the campaign has generated 139,817 impressions and 202 clicks for an average click through rate of 0.14%, which is more than double the industry average of .06% - .08%. The agency recommends continuing a similar drive market strategy, while adding contextua,.y related online placements to capture potential Canadian visitors, especially in Ca'gary & Vancouver. Addtional search strategies will be implemented to intercept those potential visitors before making the'r booking decisions. In addition, Off Madison Ave recommends incorporating higher impact on"ne display units. such as rich media and 'nterstitial ad units. The availability of rich media in an online format can increase engagement of potential visitors. From floating, in -page, peel -down, push -down, and widget ads, these ad units wiJ encourage visitors to become further acquainted Wth the C'ty of Palm Desert. Each of these formats increases engagement and drives higher click through rates than standard online banners. For the City of Palm Desert, a rich media ad could offer users the ab�lity to request a Visitor Guide, sign up for newsletters, and become a fan on Facebook all w'thout 'eav,ng the env:ronment the banner ad is placed on. Off Madison Ave also recommends continuing the use of contextual targeting (Pa m Desert banner ads are served on sites relevant to a keyword semantic !ist we develop in Google), as t proved very successful in the fsca year 2012 campaign with a steady c''ck through rate of 0.12% (above 'ndustry average of 0.05%-0.08%). Retargeting is also a key component of any campaign, as it allows advertisers to get back 'n front of an on ne user who had pre 'o sly v's'ted your site, but not taken a desired action. $n fscal year 2012, the retargeting campaign performed very well, with an overall click through rate of 0.16°% ('ndustry average PALM DESERT CALIFORNIA is .15%). While Off Madison Ave encourages the continued use of retargeting, it is not recommended that Fetchback be utilized for this purpose. Click through rates on the units performed well, however, there was a lack of impressions available to deliver the campaign. A cost-effective solution such as Google retargeting will be implemented to capture those lost potential visitors that have left Palm- Desert.org without converting. In 2012, the City's pay -per -click campaigns proved to be very successful. In order to reach users in different locations and on different networks (both search and display), Off Madison Ave created separate campaigns that were set up to geo-target each of the drive markets. As illustrated below, each campaign was created first by location (i.e. San Diego), then by network (i.e search or display), then keyword theme (i.e. Golf) and finally, by relevant keywords. In order to trigger the most relevant ad per search query. Off Madison Ave created ad groups based around an underlying theme (i.e. Golf). Within these ad groups, highly relevant keywords re'ated to the theme (such as "palm desert golf' and "go fing 'n pa m desert") were selected and messaging was created to match. Off Madison Ave recommends continu'ng with this set-up and approach 'n 2013. AdditionaJy, in fiscal year 2013, Off Madison Ave recommends ongo'ng measurement of these metr cs while also'ncorporating new Key Performance nd'cator's (KPI's) to measure the success of the integrated campaign. As users have more access to rea -t'me information through on ine resources, requesting Visitor's Gu'des as a method to vacat'on p a g has become ess re evant for more tech savvy demograph-cs. As such, additional metr'cs will be taken Wo co s'dera 'o or fsca year 2013 when KP!'s for the on 'ne media plan are defined. Metrics that s o s ccess fo 'c ied�a units Include engagement rase and cost per engagement, both of which shOL. d be co s'de ed. G'ven the nature of r'ch media units � 1 PALM DESERT CALIFORNIA they offer the opportunity for users to interact with components of the content, which can all be measured in various ways to show effectiveness. Another critical component of the fiscal year 2013 campaign will be the inclusion of mobile display ads units. Given that 29.87% of traffic to the site during fiscal year 2012 was on a mobile device, it will be imperative to reach the City of Palm Desert's key audiences in the technological environments they are using. There are a variety of display units available that cater to mobile devices and Off Madison Ave will make recommendations for which units will be most effective in reaching the 2013 goals and objectives. In order to make a mobile display successful, it will crucial to have a responsive site that allows visitors using devices such as iPads, iPhones, and Android technologies to navigate and convert easily while viewing the site simply. Off Madison Ave proposes that the City of Palm Desert re -programs and re -designs their site using responsive programming, which is a technology that essentially adapts the website to fit whatever mobile device it is being viewed (tablet, smartphone, etc) based on the screen resolution. As an important step in the continuation of branding the City of Palm Desert, Off Madison Ave recommends more efforts to gain editorial coverage online. Through social media tactics such as blogger outreach, community management, event promotions and contests (Stagecoach, Coachella and El Paseo Fashion Week) the agency will take a holistic approach to "digital public/media relations' in the online space. As a part of the tactical recommendations which will be made after our planning and strategy session Off Madison Ave will prioritize events and objectives and develop a social media strategy to serve as the City of Palm Desert's digital public relations efforts. In fiscal year 2013, Off Madison Ave recommends adding additional services to the monthly reta,*ner that will ultimately help in creating efficiencies. New services recommended include, creative services for any small graphical changes, as well as development time for small programming changes — both designed for making quick updates to Palm-Desert.org. A refresh to the eNewsltter template is also recommended in fiscal year 2013. Off Madison Ave update the template with the new Feel the Warmth branding. The agency also recommends segmenting emails in 2013 based on subscriber behaviors. A complete strategy for these enhancements will be developed after our planning and strategy session. I 9 Fiscal Year 2012/2013 Planning Media Hard Costs Monthly Retainer Hosting & Pagegangster ExactTarget License Email Sends - Media Plan Development - 3-hour Planning Session with Client -Tactical Plan Development - Media Insertion Fees - PPC Hard Costs - Ad Serving - Account Management (10 hours) - Media Management (15 hours) - Paid Search Management (5 hours) - Lifecycle/Email Management (7 hours) - Content/SEO (5 hours) - Social Media (10 hours) J 6 - Development (3 hours) - Creative Services (3 hours) r Palm-Desert.org Hosting - Platform Fee for Online Visitor Guide & Dlrimg Guide - Hnnual License tee for Email Platform - Fee assessed by ExactTarget for each email sent; cost is 5.01 oer email sent PALM DESERT CALIFORNIA Monthly Cost Annual Cost Annual Annul Fee TBD 0 $8,420 $135,000 $87.000 $7,2501 Annual Fee $1,280 Annual Fee $1,500 $150 $1,800 Total: $235,000 r3 PALM DESERT CALIFORNIA Additional Proaosed Projects Estir.____ ____ ____._ Service Description Fee - Estimated development costs to make Palm-Desert.org Mobile Site Palm-Desert.org mobile -friendly $35,000 - Estimated design costs to redesign the eNewsletter Refresh current eNewsletter template, including section header images $4,S00 Online Banner Creative - Estimated design costs to create the online banner units that will be used in the FY2012/2013 media plan $4,500 - Budget set aside for potential stock Stock Photography photography that may need to be purchased throughout the year to Implement creative designs $500 Total: $44,500 FY2012/2013 GRAND TOTAL: $279,500 0 _ U General Rates & Terms Services are billed at a blended rate of $125 per hour, with net 30 terms. Services are typically contracted on a fixed fee, retainer basis service level that is based on actual hours and an agreed upon scope of work. Additional professional services, including script writing, photography, v:deograp�y, 0 printing and duplicating, are not inc'uded in client retainers. We do not charge commissions (% of media spend), the common industry approach. This ensures that D our focus is on the results we are ach eving for our cl'ents, rather than on the amount they are spending on med;a. Projects outside of the budget +'" be quoted a,,d approved prior to Wtiation. Since we are able to compete a'I tasks in-house, we do not incur 3rd party abor costs. Assume*;^„ 1n formulating this response, Off Madison Ave has assumed that a : serv'ces prov'ded are depe ' g on cont'nued co"aboration and communication between "he Agency and C'ty of Palm Dese a so e consistent w'th our current relationship. goo n PALM DESERT CALIFORNIA adosojl Re_ Kev Team Mamber Resume R "act Information Roger Hurni, Executive Creative Director and Co -Founder As one of the two founding partners of Off Madison Ave, Executive Creative Director Roger brings a unique perspective as a creative savant, brand strategist, and business owner to the clients of the agency. Roger's background spans over 25 years of regional, national and international agency experience, giving him the experience needed to develop distinctive creative solutions with sound business acumen. At Off Madison Ave, Roger oversees creative strategy and brand development in the agency including creative applications from every group, as well as media, public relations and interactive. It is Roger's belief that creative results don't stem from just traditional vehicles such as TV, radio, print, and direct marketing, but are truly accomplished when you can connect with audiences on their terms and develop life-long customers as an outcome. He was also one of the first creative directors in the western U.S. to successfully modernize the traditional creative department by fully integrating interactive marketing and Web -based initiatives. His work has been honored with many prestigious awards including awards from The Clio's, Cannes, ADDYs, Radio Mercury Awards and New York Festivals. Roger was awarded the honor of Ad Person of the Year in the 2007 and he was a 2003 Ernst and Young Entrepreneur of the Year Fina ist. He is the President of The Arizona Internet Marketing Association and serves on the committee and boards of several local organizations, including The Arizona Centennial Marketing Board, The Phoenix Children's Hospital Corporate Advisory Board and The Wafter Cronkite Endowment Board. Roger earned an associate of arts degree from Glendale Community College and attended the Carson - Roberts Creative Course on the conceptual process taught by individuals such as Lee Clow, Pau, Keye, Lary Postaer, Stave Hayden, Bob Kuperman and Jeff Gorman. Contact information Phone: 480.505.4550 Email: rogerh@offmadisonave.com I■■ ■ ri PALM DESERT CALIFORNIA Christine Olivas, Associate Director of Client Services and Account Planning As Associate Director of Client Services and Planning, Christine Olivas leads the Client Services team in providing a disciplined approach to identify opportunities and provide clear direction for our clients. Christine was chosen to lead account management efforts because of her rich experience with integrated marketing programs and in-depth knowledge of technology and other regulated industries. At Off Madison Ave, Christine is the strategic lead for key Integrated client accounts, including the Arizona Office of Tourism, the Phoenix School of Law and TriWest Healthcare Alliance, simultaneously ensuring the success of agency marketing programs and representing each client's broader brand strategy. Christine's extensive experience managing a variety of areas in client side marketing — including tradeshow planning, CRM integration, technology marketing, communications, business operations, sales enablement and contract writing/negotiation — have given her a broad and deep understanding of what it takes to make marketing programs/organizations successful. Christine earned a dual bachelor's degree in American Studies and Italian from Stanford University. Contact Information Phone: 480.505.4487 Email: christineo@offmadisonave.com Brooke Schnitker, Account Manager Brooke serves as the primary day-to-day contact for several of Off Madison Ave's integrated clients, collaborating with senior team members in creating effective, budget -conscious campaigns across interactive and traditional platforms. She works with clients to discuss and identify their marketing and communications goa s and objectives and acts as the link between the client and agency by maintaining regular contact with both, ensuring that communication flows effectively. Brooke brings nine years of account management experience to Off Madison Ave. Prior to join'ng the agency, she served as a Sensor Account Executive for EB La~e'n Phoenix, where she was respons;ble for providing both strategic and tactical direction for clients in order to help them achieve ROI, satisfaction and retention. Brooke earned a dual bachelor's degree �n Business and Communications at Arizo^a State Un'versty. Contact Information Phone: 480.505.448'. Email: brookes@offmadisonave.com 19 low, PALM DESERT CALIFORNIA Casey Smith, Account Coordinator Casey serves as the primary day-to-day contact for the New York Times' Best Selling Author, Clive Cussler. In addition, Casey plays a supporting role in many of Off + Madison Ave's integrated clients. She assists in the daily maintenance of these accounts, which includes conducting client status meetings, working with key members of the team to produce monthly reporting, all while maintaining daily communication with clients. Casey began her career as an intern with Off Madison Ave during her senior year of college and has been an integral member of the client services team since. Casey earned a bachelor's degree in Communications at Arizona State University. Contact Information Phone: 480.505.4493 Email: Press. Associate Director of Media Services As Associate Director of Media Services, Patrick Murphy provides strategic oversight for all media plans and leads a team that includes buyers experienced in traditional and interactive media, as well as in pay -per -click advertising through search engines and Facebook. Patrick Murphy brings a diverse media and communications background, as well as a strong foundation in audience research, to clients' marketing initiatives. Patrick's advertising career started in the Big Apple at Verso Advertising, working on publishing accounts such as Penguin Publishing and Oxford University After experiencing the fast -paced world of advertising in New York City, Patrick was ready to come home and continue his career in media. He worked at RIESTER for almost three years as a Mad a Planner/Buyer for national and local clients, including McDonald's, Cul,'gan Water, M'dFirst Bank, Gold's Gym and California Department of Conservation. Patrick was also the lead buyer for several local political campaigns. He then moved to Santy Advertising, now part of AIR Marketing, where he rose to the role of media director and led a team of buyers a^d planners 'n integrated campaigns for a variety of clients, including Destination Hotels & Resorts and Benchmark Properties. Patrick earned a bachelor's degree in commun'cat"ons from Ar'zona State U rversity. Contact Information Phone: 480.505.4550 Email: pAtr1ckLnof(rnadisonave.com ai 0 13 BALM DESERT CALIFORNIA Lauren Rosales, Media Planner/Buyer Lauren Rosales brings nearly 4 years of paid search experience to the Off Madison Ave team. She has developed successful comprehensive paid search strategies for small, local businesses as well as large, national corporations across numerous segments. She is focused on our clients' results and ensures that they stay ahead of their industry with the latest developments in paid search. Lauren also contributes to our media department, where she is responsible for all reporting and analytics and assists with buying and planning for accounts that include Arizona Office of Tourism, City of Glendale and City of Palm Desert. Prior to joining Off Madison Ave, Lauren worked as a search marketing consultant for national online advertising company, Yodle. Lauren graduated from the University of Arizona where she earned a bachelor's degree in marketing. Contact Information Phone: 480.505.4552 Email: laurenr@offmadisonave.com Brian Alig, Associate Director of Web Development Brian leads all web project management for Off Madison Ave, including documenting technical requirements, defining integration and implementation scopes and organizing timelines, milestones and quality assurance. Brian oversees the web development team and monitors the daily progress of all interactive development projects while planning the scope and execution of future objectives. Along with his team, Brian has delivered applications for E-commerce retail, business -to -business integration, user interfaces and offline solutions for a number of different industries and clients such as Sprouts, Flinn Foundation and the Greater Phoenix Economic Council. Before joining Off Madison Ave, Brian was a senior project manager at Symbolic Production in Phoenix, where he managed, concepted and implemented online marketing initiatives, and led new website development projects for the agency. Brian was also responsible for planning strategies and executing the online goals for muTple accounts, :'ke Hiltons of NYC, Marriott Hote's and more. Brian earned a bachelor's degree in broadcast journa';sm from Arizona State University. Contact Information Phone: 480.505.4525 Email: briana@offmadisonave.com low I '10,- PALM DESERT CALIFORNIA Brent Wejrowski, Web Application Developer Brent brings over 10 years of experience to Off Madison Ave in software, website and mobile application development. Brent's expert knowledge of numerous programming languages including PHP, Ruby on Rails, Flash (AS3/AS2), Wordpress and Expression Engine, (X)HTML, XML, CSS, Javascript (+ JQuery, Scriptaculous) and DOM make him a valuable asset to the agency's web development team. At Off Madison Ave, Brent develops and tests complex web and mobile based applications, while providing support and updates to many of Off Madison Ave's website clients. Prior to his work at Off Madison Ave, Brent freelanced for his own company, Bizzark, and performed freelance web development for various small businesses in Phoenix, AZ and Los Angeles, CA. Brent worked with a number of larger nationwide companies, as well as collaborated with local companies on team projects. Brent earned a bachelor's degree in theology from Biola University. Contact Information Phone: 480.505.4506 Email: Adam Cooke, Senior Lifecycle Marketing Manager Adam Cooke is an accomplished digital strategist with expertise in all disciplines of online marketing. Adam brings 10 years of executive -level experience in the planning, execution and measurement of complex interactive campaigns for small business and Fortune 500 brands alike. Adam currently leads the strategic p'anning and execution of lifecycle marketing strategies for Off Madison Ave, helping clients such as Nike, Desert Botanical Garden and Arizona Office of Tourism. Prior to joining Off Madison Ave, Adam held leadership roles within several local brands and agencies where he developed winning strategies for clients such as General Dynamics, Honeywe J, 3 , BASF and W.L. Gore & Associates, Inc. Adam holds a bachelor's degree in communication from the University of Phoenix. Contact Information Phone: 480.505.4483 Email: 193 PALM DESERT CALIFORNIA Chris Hall, Content Specialist As the primary content writer for Off Madison Ave, Chris works with various agency teams to concept and produce creative campaigns. His work ranges from creative ad copy to content for newsletters and SEO to blog posts for national brands. Prior to joining Off Madison Ave, Chris was a freelance journalist in the mobile technology industry, specializing in iOSapps and companies that make them. Chris earned a bachelor's degree in Political Science from Arizona State University. Contact Information Phone: 480.505.4491 Email: chrish&offmadisonave.com Jessica Carlson, Social Media Manager lift Jessica manages social media content and strategy for Off Madison Ave, aiding clients in taking a fully integrated approach to social media — focusing on creating I seamless, digital brand experiences that are supported by a variety of other marketing and consumer -facing efforts. In her time at Off Madison Ave, she has developed and implemented social media strategies that increase brand enthusiasts and glean consumer insights for clients such as Nike, ABC15, Bar-S Foods and Cox Media. Prior to working with Off Madison Ave, Jessica worked for several other ;oval agencies to deve'op brand strategies, conduct market research, execute comprehensive advertising campaigns and manage social communities for clients such as PetSmart, YRC Worldwide, Suzuki, Pulte Homes, Taylor Morrison, the Arizona Chapter of the Make -A -Wish Foundation and the U.S. Chamber of Commerce. Jessica has a bachelor's degree ;n commun;cation from the University of Anzona. Contact Information Phone: 480.505.4486 Email: PALM DESERT CALIFORNIA Stephanie Stafford, Art Director Stephanie Stafford brings more than eight years of experience to the agency in both traditional and digital marketing. As art director, Stephanie is responsible for managing the design and production of print and online campaigns, as well as for the development of production -ready design concepts. She works hand -in -hand with copywriters, photographers, illustrators, programmers and models to produce completed projects. Prior to joining Off Madison Ave, Stephanie served as art director for R&R Partners and has worked previously as a graphic designer for national brands, including PetSmart and Coldstone Creamery. 0 Stephanie has a bachelor's degree in multimedia from the University of Advancing Technology. } Contact Information Phone:480.505.4518 Email: stephanies�§offmadisonave.com 413 PALM DESERT CALIFORNIA References ital and Public Relations References EVDI Medical Imaging — Off Madison Ave Client since 2011 1125 E Southern Ave Suite 300 Mesa, AZ 85204 Principal Contact: Jodi Shaffer, Marketing Manager Jodi.Shaffer@evdi.com (480) 272-8065 Flagstaff Convention and Visitors Bureau — Off Madison Ave Client since February 2012 211 W.Aspen Flagstaff, AZ 86001 Principal Contact: Heather Ainardi, CVB Director hainardi@flagstaffaz.gov (928) 213-2916 11 Arizona Highways — Off Madison Ave Client since 2006 2039 W. Lewis Phoenix, AZ 85009 Principal Contact: Kelly Mero, Director of Sales and Marketing (602) 712-2019