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HomeMy WebLinkAboutC31980 - Advertising Services for El Paseo Business Improvement District Fiscal Year 2012 - 2013CITY OF PALM DESERT STAFF REPORT REQUEST: APPROVAL OF CONTRACT WITH FG CREATIVE, INC. FOR ADVERTISING SERVICES FOR THE EL PASEO BUSINESS IMPROVEMENT DISTRICT SUBMITTED BY: Ruth Ann Moore, Economic Development Manager CONTRACTOR: Stephanie D. Greene FG Creative, Inc. 74-020 Alessandro, Suite E Palm Desert, CA 92260 DATE: June 28, 2012 CONTENTS: Contract No. 31980 Recommendation: By Minute Motion: 1. Reject the bid from Cord Media Company and declare the bid non -responsive; 2. Approve the award of Contract No. 31980 with FG Creative, Inc. from, July 2012 through June 2013 in the amount of $210,000 that includes $42,000 for advertising consulting services for the El Paseo Business Improvement District and a reimbursement in an amount not -to -exceed $168,000 for advertising production; and 3. Authorize the City Manager to finalize and the Mayor to execute said contract. Funds are available in Account No. 271-4491-464-3215. Executive Summarv: Nine advertising agencies answered a Request for Proposal (RFP) called by the City for the El Paseo Business Improvement District's (EPBID) advertising/marketing services. At the April 19, 2012 EPBID meeting, the board of directors recommended to the City Council that FG Creative, Inc (FGC) be awarded the contract to represent the district as its advertising agency. The total advertising budget to be administered by FGC is $210,000 for the period of July 2012 through June 2013. FGC's retainer fee of $3,500 per Wrda\Ruth Ann Moore\word data\STAFF REPORTS\EI Paseo Award of Contract 12-13.docx Staff Report Approval of Contract No. Page 2 June 28, 2012 C31980 (FG Creative, Inc.) month will be paid from the $210,000 budget. The retainer fee has remained the same since 2007, with all remaining budgeted funds to be directed to advertising and event costs. Discussion - The El Paseo Business Improvement District is required this year to go out to bid for advertising services for the District. The contractor for this account is responsible for overseeing the marketing and public relations plan for the EPBID, web page oversight, internal merchant communications and event duties. A Request for Proposal (RFP) was advertised in The Desert Sun, on the City's website and posted for the required amount of time per the City's purchasing procedures. Nine agencies submitted proposals: Agency Location Monthly Retainer Responsive Non -responsive Cahn -Davis Marketing Studio City, CA $2750 X FG Creative Palm Desert, CA $3500 X Cord Media Palm Desert, CA $3500 X K2 Marketing Solutions La Quinta, CA $3600 X O'Reilly Public Relations Riverside, CA $4500 X M. Zuckerman PR Rancho Mirage, CA $8000 X Kiner Communications Palm Desert, CA $8000 X Forty Forty Agency Berkeley, CA $8000 X Mission Control Woodland Hills, CA $9250 X After review of the proposals, The City Attorney recommended that the proposal from Cord Media Company be deemed non -responsive based on the submission including commission fees which were stated in the RFP to be excluded. A subcommittee of the board reviewed all proposals and recommended FG Creative, Inc. to the board of directors based on the following criteria: • Firm History and Resources • Key Personnel • Previous Relevant Experience • Rates • Special Considerations • Advertising Examples At the regular EPBID board of directors meeting on April 19, 2012, the board voted 4-0, with members David Fletcher and Robert Fliday absent, to recommend to the City Council an award of the contract to FG Creative, Inc. G:\rda\Ruth Ann Moore\word data\STAFF REPORTSO Paseo Award of Contract 12-13.docx Staff Report Approval of Contract No. C31980 (FG Creative, Inc.) Page 3 June 28, 2012 Therefore, staff recommends that City Council authorize the Mayor to execute the contract for FG Creative, Inc. Fiscal Analysis Funding for the El Paseo Business Improvement District is collected from businesses within the district in addition to business license fees and does not impact the General Fund. Submitted by: R th An Moore, tconomic Development Manager Pa 1 Gibson, Director of Finance Approved: M. Wohlmuth, City Manager Department Head: n Alvarez, Director of Economic CITY COUNCILAOON APPROVED DENIED RECEIVED OTHER MEETI G DAT AYES: ,i a NOES: (1 ABSENT: 7 ABSTAIN: VERIFIED BY: Original on File with Ci erk's Office G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\EI Paseo Award of Contract 12-13.docx CONTRACT NO. C31980 AGENCY SERVICE CONTRACT 1. PARTIES: This contract is entered into this 28th day of June, 2012, by and between the CITY OF PALM DESERT, a municipal corporation, hereinafter referred to as "CITY", and FG CREATIVE, INC., Palm Desert, CA, formally known as "FURINO GREENE CREATIVE, INC". 2. SCOPE OF SERVICE: Subject to the terms and conditions of this contract, FG CREATIVE shall furnish and provide the services and materials as outlined in the Addendum, in accordance with the proposal presented to and accepted by the El Paseo Business Improvement District (EPBID): (a) Prepare or cause to be prepared art work and advertisements for approval by the CITY or its designee (EPBID). In connection therewith, FG CREATIVE shall; (i) Work within the marketing plan as approved by the CITY or its designee, which plans and schedules shall include recommendations as to the media, art and copy, budgets, and coordination of such advertising with other marketing, advertising and event activities within the EPBID; (ii) Prepare cost estimates and furnish the same to the CITY or its designee for their approval, enter into contracts for space or time in media for approved advertisement and forward copy and instruction for placement; G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2012-2013 Contract.docx 1 CONTRACT NO. c31980 (iii) Create, design, and supervise the production of advertising to be published in newspapers, periodicals, magazines, trade journals, radio, television, internet and other media; (iv) Check insertion of approved advertising and otherwise verify proper delivery and distribution thereof; (v) Maintain a permanent file of all art work and advertising materials (including meeting minutes), which materials shall be the property of the CITY and shall be made available to the CITY for use by it without additional cost or charge; and (vi) Evaluate and recommend payment for all expenses incurred for art work, advertisements and for the placement and publishing thereof in newspapers, periodicals, magazines, trade journals, radio, television, internet and other media subject to reimbursement in accordance with the provisions of Section 4. (b) Prepare, publish, and distribute or cause to be prepared, published, and distributed such publications containing matter publicizing EPBID, as may be requested by the City or its designee. In connection therewith, FG CREATIVE shall: (i) Furnish or cause to be furnished all required research, writing, editing, type specification, typesetting, photography, layout, illustration, assembly and all other details connected with any such G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2012-2013 Contract.doca 2 CONTRACT NO. c31980 requested publications; (ii) Perform such other services as may be necessary to print, publish, and distribute any such publications; and (iii) Evaluate and recommend payment for all expenses incurred for the preparation and distribution of any such publication subject to reimbursement in accordance with the provisions of Section 4. (c) Assist in preparation and/or execution of such public relations events as the CITY or its designee may request. In connection therewith, FG CREATIVE shall: (i) Prepare or cause to be prepared such exhibit and display materials as may be requested and approved by the CITY or its designee; (ii) Coordinate communication with the merchants for various events and attempt to elicit participation by merchants for street -wide events; (iii) Coordinate during all EPBID sanctioned events; and (iv) Evaluate and recommend payment of all expenses incurred in the preparation of exhibits and display materials subject to reimbursement in accordance with the provisions of Section 4. (a) Prepare or cause to prepare such other brochures, maps, reports, exhibits, display materials, and other printed material outlined in the Addendum as may be requested and approved by the CITY or its designee, and evaluate and recommend payment of all expenses incurred in connection therewith GArda\Ruth Ann Moore\word data\STAFF RFPORTS\FG Creative 2012-2013 Contract. do" 3 CONTRACT NO. c31980 subject to reimbursement in accordance with the provisions of Section 4. (b) Coordinate all use of social media electronic communications including but not limited to websites, merchant email lists, Facebook and Twitter. 3. TERM: The term of this contract shall commence on July 1, 2012 and end on June 30, 2013. The CITY may, at its sole option, extend said term for an additional twelve (12) month term by notifying FG CREATIVE in writing of its selection to extend the term not less than thirty (30) days before the expiration of the initial term. Said extension shall not exceed a three-year period. 4. COMPENSATION: The CITY's budget for advertising and publicizing the EPBID's facilities, services and events is established as part of the CITY's fiscal year budget for the period of July 1, 2012 - June 30, 2013 at $210,000. The CITY's liability for advertising materials and services under this Contract shall not exceed the amount budgeted therefore. The CITY reserves the right, at any time during the term or any extension thereof, to adjust the amount budgeted for advertising and promotion services. Prior to performing any services or furnishing any material contemplated by this Contract to be undertaken and furnished by FG CREATIVE, the CITY or its designee, after conferring with FG CREATIVE, shall authorize the services rendered and materials to be furnished, the agreed compensation to be paid for their services, the manner of payment (lump sum or periodic progress payments), the description and 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 Girda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2012-2013 Contract docx CONTRACT NO. c31980 reimburse FG CREATIVE as follows: (a) The CITY will pay FG CREATIVE a flat fee of $3,500 per month to cover advertising services in accordance with the proposal presented by FG CREATIVE as attached in the Addendum to the EPBID and/or any marketing mutually agreed to by the parties hereto. The fee covers not less than 80 hours per month; such services include, but are not limited to, meetings, account planning and service, production management, media planning and buying, and clerical. (b) FG CREATIVE will purchase media at the lowest rate available. All billings will be submitted at net costs for payment by the CITY. FG CREATIVE will not mark up billings or receive commissions. (c) FG CREATIVE shall bill the CITY monthly for the previous month's activities. Each invoice shall contain, in reasonable detail, the projects and services worked on and rendered with supporting documentation of reimbursable costs and expenses. Payment and reimbursements provided for in this Section 4 will be made in due course by the City of Palm Desert. (d) FG CREATIVE shall keep full and accurate books of account and records and other pertinent data in accordance with generally accepted accounting principles reflecting all transactions contemplated by this Contract. 5. TERMINATION: Either party may terminate this Contract 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 FG CREATIVE for G:\rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2012-2013 Contractdo" C CONTRACT NO. c31980 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. 6. EL PASEO BUSINESS IMPROVEMENT DISTRICT: The CITY reserves the right to designate the EPBID of the City of Palm Desert or any other committee or individual as its representative for any part of the review and approval retained by the CITY under any provisions of this Contract and will advise FG CREATIVE of such designation and such designation shall continue until modified by the CITY. 7. OWNER OF WORK: All art work, advertisement of any form, exhibit and display materials or other printed material, logos, designs, drawings, and models prepared or performed under this Contract shall become the property of the CITY. FG CREATIVE specifically transfers any "right of reproduction" as defined by California Civil Code S982 and S988 to the CITY and CITY assigns. FG CREATIVE agrees to maintain adequate books and records of all completed designs, plans, reports, drawings, social media electronic communications and processes and adequate books and records of all works in progress throughout the duration of this Agreement. Said books and records shall be and remain the property of the City upon the expiration or earlier termination of this Agreement. Within five (5) days of any expiration or earlier termination of this Agreement, FG CREATIVE agrees that it shall provide the City with the aforementioned books and records. G\rda\Ruth Ann Moore\word data\STAFF REPORTS\FG Creative 2012-2013 Contract.docx CONTRACT NO. c31980 IN WITNESS WHEREOF, the parties have caused this Agreement to be executed by their respective authorized officers or representatives as the date and year first above written. STEPHANIE D. GREENE, FG CREATIVE, INC. STEPHANIE D. GREENE CITY OF PALM DESERT ATTEST: G.\rda\Ruth Ann Moore\word data\STAFF REPORTS\TG Creative 2012-2013 Contract.do" 7 ROBERT A. SPIEGEL RACHELLE D. KLASSEN, CITY CLERK APPROVED AS TO FORM: DAVID ERWIN, CITY ATTORNEY • PRINT ADS: Palm Springs Life/Desert Guide and TrovelHost • EVENT SUPPORT: - Fashion Week: Desert Sun ads, radio spot tags, print ad tags, In -Store Events coordination/Program/PR. - Point El Paseo Pink: Radio campaign and Live Entertainment sponsorship. • RADIO: KJJZ-FM, Mix 100.5, KDES-FM, The Eagle, KNWZ and EZ-103 (includes added value, remotes). • OUTDOOR BILLBOARDS: 3 boards via AdFed Certificate • PUBLic RELATIONS: Merchant Newsletter, Monthly releases, Fashion Week, Paint El Paseo Pink • E-MARKETING: Facebook Postings, coordination with PSL on website content • RADIO: Added expanded schedules for on all stations. • AIRPORT DISPLAY: Negotiated a reduced rate and continued the co-op with the Gardens. • ADDITIONAL MONTHS FOR OUTDOOR BOARDS: Added one additional month, March, for Fashion Week. • E-MARKETING: Assisted in developing a Co -Op for online marketing with the City of Palm Desert. I t � 11h, Past cam �a;3^45 ShOPPI'9 Misadventure 0 126, -.9 hem, them and ­ythr !- Flne Art Horns el -Thg 'P.q Ei eta R 1\1 I VF In closing, FGC has been a proud member of the El Paseo team over the past decade - an extension of the street, so to speak! We truly cherish our role alongside our colleagues and friends at the EPBID, and would be honored to continue with our efforts to introduce and invite those who appreciate fine shopping and dining to the worldly allure of El Paseo. MARKETING STRATEGIES FOR 2012-2013: • Continue and build on media relationships with Palm Springs Life and others. • Continue with assisting the large-scale events; Walks, Fashion Week, etc. • Continue wit current social media efforts and expand where feasible. • Assess the new City of Palm Desert online cooperative campaign to determine success and sustainability. + NEW MEDIUMS AND NEW MARKETING AVENUES • Research and Develop New Social marketing tools; - Expand Facebook - Incorporate Pinterest • Reallocate the media buy to more online presence. • Continue partnership with Palm Springs Life and other key media. • Continue Outdoor Boards. • Continue of Airport Display Board (Co -Op with the Gardens on El Paseo). NEW CAMPAIGN There are budgetary constraints facing the development of a new campaign, namely the lack of a budget for Photography which has necessitated the use of stock photos in the past years. NEW CREATIVE CONCEPT: • True fashion starts with a sketch, an idea. • El Paseo is the epitome of fashion, dining and good living. • Let's evolve the World Class Shopping Destination message. • Let's stay with the "Destination" concept through use of travel imagery. • And, we suggest utilizing illustrations to create more of an all -encompassing eluslorl'.. • So, please turn the page... -, Y MARKETING PROPOSAL Presented: March 28, 2012 n,:. s� ' u a AR l " ^4c jjj i A ggg2 Xi 4� CREATIVE inr -iovative Marketing Partners All Rights Reserved 2012 * Private & Confidential * Proprietary Information Contents Remain Property of-FG Creative, Inc. until Assigned * Fees Valid for 30 Days FG Creative, Inc. 74-020 Alessandro, Suite E * Palm Desert, CA 92260 t: 760.773.1707 * f: 760.776.4029 * www.fgc_reative.com Founded in 2002 ''WE KNOW THE DIFFERENCE BETWEEN LIP SERVICE AND EFFECTIVE S. I QUESTION: What do you get when you combine a publicist for Disn and shopping center certified marketing director, a General Mills and a non-profit executive, an L.A. film graduate turned designing diva, a multi -award winning art director and a stellar support staff? ANSWER: A senior marketing dream team at one of the biggest 'idea factory' boutique agencies in the West? At FG Creative, we've reigned in talent from advertising mega -markets like Los Angeles and Minneapolis who've settled in the Palm Springs area for the lifestyle in order to create a diverse, dynamic marketing group that brings solid 'big agency' talent at small market prices. Being based in the Valley means lower overhead - translating to significantly lower rates while providing big market solutions. • FGC opened in a small executive office in Palm Desert in October of 2002. • FGC's first client was the El Poseo Business Improvement District. • FGC has grown into a highly respected, full service innovative marketing firm. • FGC has built long-standing relationships with a variety of industries, as well as people that support and enhance all areas of expertise for our clients. This includes the Concierge Association, the CVA, various charitable entities, networking groups, and more. • FGC is a team that develops and executes solid, award -winning, purpose driven creative strategies, including branding & marketing plans, public relations, media planning & placement, graphic design, broadcast production, e-marketing, social media management, web design and management, smart phone app development and special event consulting. • FGC has a reputation of being the first in the market to implement new marketing strategies such as Facebook fan pages, blogs, pay -per -click, Phone apps and more. + FGC is proud of a list of long-standing clients that represents the top level of businesses both locally and regionally. relationshipson and respec STEPHANIE D. GREENE, CHIEF OF EVERYTHING OFFICER CERTIFIED MARKETING DIRECTOR (ICSC) • The Senior Account Manager for the EPBID account since 2002. • Extensive background in strategic marketing, management and media buying. • Past marketing director for major Southern California shopping centers and casinos. • Generates results -driven ideas and solutions day after day. • An entrepreneurial spirit and commitment to community involvement that are reflected throughout every facet of the company and both have been instrumental in assisting and managing the El Paseo account. MAX DANIELSON, DIRECTOR OF PUBLICITY • The Senior Publicist and idea person for the EPBID account since 2011. • Over 14 years with Disney Publicity, to promote over 300 motion pictures, personal appearances and awards campaigns. • A master at positioning stories as relevant and newsworthy. J EFF DAY, CREATIVE DIRECTOR "� 4 • The only Art Director that has worked on the EPBID account since 2002. .; • Lead designer for each year's award -winning creative campaigns that have achieved recognition locally and regionally. • A master at molding the clients' business principles into a graphic brand that is consistently executed in all forms of marketing. MAY ROSALES, PRODUCTION/TRAFFIC MANAGER • The lead dedicated production and traffic manager since 2010. • An intimidating force when it comes to keeping everyone in line, on task and within deadlines. • Fluent in English and Spanish, and has a degree in Advertising from Cal State Fullerton. CINDY CZARNOWSKI, OFFICE MANAGER & MEDIA COORDINATOR • a.k.a. "The Boss" - a master at the money matters and handles the monthly invoicing reconciliations. • Handles media trafficking, accounting and front desk support - all the important stuff. • A graduate of the State University of New York/Oneonta and has her doctorate in keeping an ad agency in line! • The main liaison to El Paseo merchants, with a vast knowledge of all stores. ... and let's not forget our support staff that keeps the ball rolling along! Andrea Carter, Rebecca Brown, Lynda Wright and Tina Arnot. O Project #2 - The Living Desert (2006-present): Full service including development and evolution of branding campaign, all graphic design (print, radio, TV, outdoor, collaterals), strategic planning, media planning & placement, public relations (including social media), complete website design for imLr �r lips: a SQry i <�Ccr. Contact: Jennie Rayner, (760) 346-5694. O Project #3 - Desert Oasis Healthcare (2008-present): Full service including brand development and ongoing maintenance, graphic design (print, radio, TV, outdoor, collaterals), direct mail, strategic planning, media planning & placement, public relations, in-house collateral, website design and maintenance. Includes complete service for a sub -account, Inter Valley Health Plan's "Desert Preferred Choice" senior health plan. Contact: Kay Etsett, (760) 320-8814, o Project #4 - City of La Quinta (2009-present): Full service including new branding campaign, graphic design (print, radio, TV, outdoor, collaterals), direct mail, strategic planning, media planning & placement, public relations (including social media), complete website design and maintenance, and development of an award -winning iPhone/iPad application. Contact: Maria Casittas, (760) 777-7076. o Project #5 - El Paseo Sank (2010-present): Scope of work includes PR, re -branding and graphic design (print, direct mail, radio), media planning & placement, public relations, and event assistance for branches in the Coachella Valley and Park City, UT. Contact: Anabet Jacquez, (760) 834-6600. o Other Current Clients: J Russell! The Salon, Hi -Desert Medical Center, American Heart Association, CRC Broadcasting/Money Radio 1200 AM, Executive Wellness, Heather James Fine Art, The Village at Indian Wells. o Non -Profit Work Experience: Fashion Group International, Woman Leaders Forum, American Heart Association/Desert, ABC Recovery Center, Desert AIDS Project and current clients as noted above plus others. o Past Client Experience: Augustine Casino McCallum Theatre Jensen's Finest Foods UCR Palm Desert Graduate Center LO Arts Foundation Eisenhower Medical Center Desert Symphony Heritage Medical Group The Vintage Club Mares for Men College of the Desert/Foundation Dr. Carreon Foundation Osborne/Rincon Accountancy y , �17E5 CX / EE S7%(�,�ICT�lC'E FGC is pleased to again propose an all -encompassing full service monthly retainer designed to specifically cover the scope of work as listed below, plus additional projects that are identified over the course of the contract. FGC stands behind the highest level of service that a full retainer brings, which means no additional billing for fees or services unless specified in advance and approved. All services, all the time. You simply will not find a more dedicated, more involved or more success -oriented marketing team of professionals with experience in retail and shopping centers and events. ACCOUNT MANAGEMENT: Hours not to be less than 25 hours per month. 9 • Preparation for and overseeing of Annual Marketing Strategy session. • Preparation and coordination of Monthly Board Meetings. • Monthly reports. • Monthly media and billing review and coordination, for direct payment by client, net. FGC does not charge any media commissions. • Internal account management, problem solving and proactive responses to all requests. • Maintenance of client files, artwork and archives. • Maintenance and coordination of Merchant Directory, with PSL and other entities. MEDIA PLANNING & PLACEMENT COORDINATION: Hours not to be less than 15 hours per month. Included as part of the retainer; No Media commissions are charged, EPBID pays all media bills direct at the NET rate. • Negotiations with all media for best rate structure and added value and schedule leveraging. FGC makes every dollar work hard! • Structure media partnerships for promotional opportunities. • Provide monthly charts and evaluation of schedules and present solutions to maintaining top efficiencies. • Assess all media in the market on an ongoing basis to determine new opportunities. PUBLIC RELATIONS: Hours not to be less than 15 hours per month • Development of PR strategies, maintenance of press lists and methods of distribution. • Writing and distribution of monthly newsworthy press releases and calendar listings. • follow up with media to generate coverage, plus management of media events. • Ongoing queries to key media to generate large-scale coverage of newsworthy aspects. • Leveraging of the PR with the media buy to enhance the PR efforts. • Facebook strategies and weekly page maintenance. • Continue to utilize key internet marketing elements to further market El Paseo. - GRAPHIC DESIGN: FGC will present a new campaign direction as part of the retainer f�; Y consideration. `tti MONTHLY FEE FOR FULL SERVICE RETAINER TO COVER ALL ELEMENTS LISTED ABO; $3,500.00 per month bNote: FGC is offering to continue at the some fee that has been in effect for the last three years. + Stephanie has over 25 years of retail marketing experience and attained the coveted Certified Marketing Director designation from ICSC. Experience includes Fashion Island, Tustin MarketPlace, Westminster Mail, Irvine Company Retail Centers and involvement with malls across the country, + FG Creative has successfully managed the EPBlD budget and campaign since 2002. Some noteworthy accomplishments: - Implemented a monthly newsletter which brings the merchants together via constant communication and sharing of information. - Implemented and maintains the Facebook postings, and El Paseo was one of the first retail destinations to have a presence on Social Media. - Constantly presents new ideas and new ways to deliver the message to the target market, such as working with media partner, Palm Springs Life, to include El Paseo prominently on their website and Smart Phone app, then implementing the new OR Code strategy in advertising to stay on the cutting edge of communications. - Has never charged a media commission yet develops new added value strategies each year with the media partners to leverage every media dollar. Also strives to provide media at a discount when available via AdFed certificates and other partnerships. - Has kept fees to a minimum and continued to provide excellent service and account management for 10 years. FG Creative stays on the cutting edge of new marketing strategies and has kept El Paseo pertinent, relevant and top of mind since 2002. + The team at FG Creative has experience working with large-scale events, and Stephanie personally oversaw huge events while managing shopping centers. FG Creative has won numerous awards in a variety of industry competitions locally, regionally, nationally and internationally. For graphic design (print, outdoor, brochures), websites, iPhone apps, radio and TV production, publicity and more. Many of these awards were for the El Paseo campaign elements, specifically the print ads each year, the various radio campaigns, outdoor boards, etc. FG Creative has shown a long track record in working with municipalities from the City of Palm Desert, to City of La Quinta and others. Each staff member has past experience with government agencies as well. FGC developed and continues to manage the Merchant Communications program for EPBID, which has effectively created a cohesive voice for the merchants and the Board for two-way communications. Include annual mixers, monthly newsletters, coordination of in-store events for a variety of large-scale activities, and more. FG Creative is passionate about working with the City of Palm Desert and the El Paseo Business Improvement District to continue to combine a variety of marketing efforts to successfully communicate the growing dominance of El Paseo as the only true world - class shopping destination in the Coachella Valley. 4 BROADCASTPROooCTIow-Basedonpre-upproved project estimates: Scripts and coordination for radio and/or TV. Coordination of all production including voice talent, editing and all elements through to final delivery. ° TV: Costs 1obeestimated upon client input. ° Radio: New spots are $8JOeach: togs are $2J0each. � f MONTHLY GRAPHIC DESIGN: ° FGCbpleased todesign unew campaign cxupdate the current campaign ospart ufthe Full Service Monthly retainer. ° Monthly updates and odoadzngwill behandled for the some fees osthe last contract; $5O8per month for any graphic design using the branding campaign elements. `F MERCHANT RELATIONS: ° Monthly communications with the Merchants including news alerts and the compilation of the Merchant Newsletter (design through to distribution) - $35Uper month. - Monthly Website coordination with host (PSL) including directory updates - $350 per month. � ` + SPECIAL EVEwTS: FGC*i|| pnapova project estimates for any special event coordination such as Fashion Week assistance, Point B Poseu Pink, a|c. typical costs include all coordination time. design and printing ofany programs o/street guides, -etc. � , FGC is offering to maintain the same fee levels thmthav the lost six years. Hourly Rate: If required, FGCcom��ononhom��basis at per hour. � ` - The team at FG Creative is pleased to submit new ideas and new creative for the 2012-2013 Marketing Plan. While the current campaign, "Hong Kong/New York/Pohs"bstill viable and can be evolved, we've also developed a new idea to evolve the travel/world class destination messaging using new visual elements. In addition to the creative, FGC has more exciting ideas for marketing El Paseo to a larger oudkance, utilizing new technologies and new outlets. We'd like to start with retrospective of the last l0years ofcompoigns...and oreview of the goals and objectives that have been set, met and exceeded: TARGET K8xox*r ^ Coachella Valley; locals and visitors ~ Affluent Adults 25+ Viral Universe of travelers who like dining, shopping and experiences � MARKETING CHALLENGES ^ The continuation of the downturn economy has affected the base of consumers and spending habits. There is significant competition both geographically and via the inhenneL ^ |tbdifficult tocommunicate the full scope ofthe BPoseo experience and all of the shopping & dining options. ^ The limited budget does not allow for a production budget, afull, multi -tiered advertising plan cnlarge-scale special events.` ' Local advertising options are limited and costly, and decreasing. Merchant involvement is very strong for events that are free to participate in, doubtful they would underwrite large-scale events. MARKETING OPPORTUNITIES New stores will be opening in the Fall, offering great FIR and other communication avenues, as well as helping to increase the marketing funds. The branding over the last 10 years has been consistent and effective. The ongoing partnerships developed by FGC continue to leverage the budget. Gas prices may keep consumers close to home, which allows for advertising to be targeted to � the "stay -cation" me^~ye for shopping and dining. C REAT