HomeMy WebLinkAboutC31391 - Mrkting-Dsgn Svcs at DWGR CITY OF PALM DESERT
STAFF REPORT
REQUEST: APPROVE CONTRACT NO. c31391 WITH BLUE MOON
ADVERTISING IN AN AMOUNT NOT TO EXCEED $114,000 FOR
MARKETING AND DESIGN SERVICES AT DESERT WILLOW
GOLF RESORT FOR A 24-MONTH PERIOD
SUBMITfED BY: Donna Gomez, Tourism & Marketing Manager
CONTENTS: Blue Moon Advertising Contract
DATE: June 13, 2013
Recommendation
By Minute Motion:
1. Approve a 24-month contract with Blue Moon Advertising in an amount not to
exceed $114,000 for marketing and design services for Desert Willow Golf
Resort.
2. Authorize the City Manager to execute said Agreement. Funds have been
allocated in the Desert Willow Fiscal Year 2013/14 Operating Budget, Fund
520, for the first fiscal year of the contract.
3. Approve subsequent twelve months (12) funding subject to Fiscal Year
2014/15 budget approval.
Backqround
Desert Willow has been contracting with Blue Moon Advertising for marketing and
design services since December 2009. The KemperSports management team has
been extremely pleased with the partnership that has resulted in a repositioning and
strengthening of its advertising and marketing efforts. Specifically, Blue Moon has
managed the design, production and bidding processes associated with the
development of Desert Willow's collateral materials, has optimized its advertising
program and media buys, and assisted with development of its ad campaign while
contributing to its overall branding, image and marketing efforts.
Contract No. C31391
Staff Report
Blue Moon Advertising - Desert Willow Marketing
June 13, 2013
Page2of2
The current contract with Blue Moon is an 18 month contract which is due to expire
June 30, 2013. Blue Moon Advertising is proposing to maintain its current pricing
structure of $4,750 per month for the entire 24-month time period. This pricing is very
competitive and in-line with current market rates for the services they intend to provide
within their scope of work. Retaining Blue Moon will allow for a continuity of service and
brand messaging while taking advantage of Blue Moon's media buying skills and ability
to acquire added value for Desert Willow's marketing program. Blue Moon has also
agreed to provide additional services not previously included within the contract at the
same pricing structure.
During recent budget discussions, the City Manager directed Desert Willow to commit
matching advertising dollars to participate in cooperative advertising with the City of the
Palm Desert. The City's Marketing Manager has reviewed, commented on, and
supports Desert Willow's marketing plan, budget and proposed contract with Blue Moon
Advertising.
Fiscal Analysis
Funds are budgeted within the FY2013/14 Desert Willow operational budget at $57,000.
The subsequent twelve (12) months funding would be contingent upon the approval of
the Fiscal Year 2014/15 Desert Willow operational budget and would total $57,000 for
that time period; total of$114,000 for the contract period.
Submitted By: Department Head:
Donna Gomez M in Alvarez
Touris Marketing Mana r Economic Development Director
� CITY COUNCILA��ON
APPROVED DF.NiF.D
Paul S. Gibson, Director of Finance TtECEI'VED OTHER
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ABSENI: -
ABSTAIN: ' -
J n M. Wohlmuth, City Manager VERIFIED BY: '
Original on File with C erk's Office
G:Uda\Donna\Staff Reports\2013\Blue Moon DW Staff Report 2013-2015.doc
CONTRACT NO.
ADVERTISING
� Agency of Record Agreement
Agency Scope of Work for 7/1/13 through 6/30/I S
Desert Willow Golf Resort (Client) hereby agrees to enter into a contract agreement for a period
of 24 months from 7/1/2013 to 6/30/2015 to hire Blue Moon Advertising (Agency) as their
advertising agency of record.
A sixty-day written notice is required to change and/or cancel this agreement by either party.
Agency and Client agree to the following terms and conditions, as well as any terms and
conditions outlined in Agency's estimates, media charts and/or invoices.
Client also authorizes Agency to produce tangible personal property for your account from time
to time as approved by Client. In producing the finished products, it is expressly understood that
all materials purchased by Agency to complete the property to be produced, passes to Client at
the time of purchase and prior to any use by Agency. Such materials may include, but are not
limited to: Artwork, illustrations, photography, typography, Photoshop, film work, scans,
Photostats and prints, dies, logos and taglines, and other materials needed to prepare the finished
product.
It is understood and agreed that Agency will be acting as the exclusive advertising agency of
record. As such, Agency is authorized to contact and employ third-party advertisers in various
mediums including print, radio, television, billboard, or internet as agreed upon by the parties or
deemed advisable by Agency in its representative capacity.
It is agreed that Agency will be paid a monthly Agency Service fee of$4,750.00 payable to the
agency on the 15th of each month. The fee will cover the 6 points below plus the scope of
services on pages 1, 2, and 3.
• All account service time
• Production supervision
• All clerical labor
• Invoice reconciliation where needed and requested for media invoices
• All meeting time, no mileage reimbursement
Scope of Services to be provided:
l. Maintain branding consistency of all the advertising and collateral materials to
KemperSports, Desert Willow Golf Resort, and the City of Palm Desert Standards.
Print Media Campaigns for 2013-201 S*
a. Weddings Ad Template, 2014
b. Weddings Ad Template, 2015
Agency of Record Agreement 1
CONTR.ACT NO.
c. Social/Local Ad/Calendar Ad Template, 2014
d. Social/Local Ad/Calendar Ad Template, 2015
e. Wine Event Ad Template, 2014
f. Wine Event Ad Template, 2015
g. Holiday Ad Template, 2013
h. Holiday Ad Template, 2014
i. Meeting Ad Template, 2014
j. Meeting Ad Template, 2015
k. Golf Academy Ad Template, 2014
l. Golf Academy Ad Template, 201 S
m. Summer VIP Card Ad Template, 2014
n. Summer VIP Card Ad Template, 201 S
o. Golf Branding Ad Template, 2014
p. Golf Branding Ad Template, 201 S
q. Platinum Club Card Ad Template, 2014
r. Platinum Club Card Ad Template, 2015
*NOTE: The 2012/2013 contract called for 9 ad templates, we are now saying there will be 18
ad template at no additional charge over the monthly fee. These additional 9 templates are
valued at $22,500.00. (Ad Design and Creation $2500 per ad template x 9 additional ads =
$22,S00)
2. TWO (2) :60 second radio commercials**, including script writing, creative direction,
and production of spots ($I500 per spot x 2 = $3,000)
3. ONE (1) Online Static Banner per ad issue per publication**
4. ONE (1) PR, Advertorial or feature story per quarter**
**NOTE: The total added value not being invoiced for the items 2, 3 and 4 are $21,750.00.
5. Blue Moon will implement the FY2013/2014 media buy and negotiate added value in
conjunction with Desert Willow staff, as well as present additional media opportunities.
Blue Moon will send out an RFP to all prospective advertisers and supply information
for FY2014/2015.
6. Approximately 7 rypes of collateral pieces to be revised, not including printing. The
proposed revisions may include:
a. TWO (2) Facility rack rate card revisions per year
b. TWO (2) Westin Desert Willow rack rate card revisions per year
c. TWO (2) Club Intrawest rack rate card revisions per year
d. Comment Card
e. Palm Desert Golf Academy brochure insert revisions
f. New 2013/2014 scorecard
g. New 2014/201 S scorecard
Agency of Record Agreement 2
CONTRACT NO.
7. As directed, assist in the coordination of all local, regional, and national marketing
efforts with regard to all Clients selected advertising mediums, (golf operations,
catering, weddings, restaurant, golf academy and various special events), as well as
conduct invoice reconciliation and tracking. Blue Moon will continue ongoing
research of appropriate Bridal magazines and events, Meeting publications and events,
Online and Social Media Golf marketing, Canadian Golf publication, and Local and
Regional media opportunities, including added value and remnants.
8. Provide concept, design, production, and copywriting services necessary to maintain
and/or improve the quality and appearance of a broad spectrum of marketing materials
generated on behalf of Desert Willow Golf Resort. To include: Creative concept
creation, pricing, copywriting, ad resizing and updating ads, as well as print
coordination, digital photography, photo retouching, and creating and sending PDFs or
electronic files to appropriate vendors.
9. Agency will utilize KemperSports advertising discounts when available on all
advertising placements. No commissions to the agency will be paid by Desert Willow
Golf Resort. All media will be invoiced net direct to Desert Golf Willow Resort. The
agency will use either KemperSports negotiated rate or the Agency's rate, whichever is
less.
10. Provide estimates on all Agency expenses outside of the scope of the Retainer
Agreement, and ensure that all work performed on behalf of Desert Willow Golf Resort
(including but not limited to printing, photography, copying, shipping, and delivery) be
billed to Desert Willow Golf Resort at net amounts. Blue Moon submits at least
THREE (3) bids for all jobs outside of scope of Retainer Agreement in estimate form to
Desert Willow Golf Resort. Blue Moon negotiates for best possible prices on behalf of
Desert Willow Golf Resort based on volume work and unique relationships with outside
vendors.
11. Work closely with Desert Willow's Marketing Team which consists of the Director of
Sales and Marketing, Director of Catering Sales, General Manager, Regional Sales and
Marketing Director of KemperSports, Vice President of Marketing for KemperSports,
and the Director of Sales and Marketing City of Palm Desert.
12. Provide monthly reports summarizing project activities, future planning, and
achievements.
13. Manage the calendar of due dates for all marketing activities to ensure timely
production and execution of all marketing programs assigned.
14. Attend a monthly meeting with Desert Willow Golf Resort Management to provide
coordination and reporting on all marketing efforts.
15. Provide the Client with media tracking and provide copy of all materials to the Client.
Blue Moon set up and coordinated a unique tracking URL system for print and online
advertising with the Desert Willow Golf Resort Marketing Team at no additional cost.
Above tracking system is coordinated on a weekly basis and is part of Retainer
Agreement.
Agency of Record Agreement 3
CONTRACT NO.
16. On course photography to be supervised and directed by Blue Moon at no additional
charge. Blue Moon to oversee photographer(s) and coordinate on creative direction
and supervision, including model selection (if applicable), set design (if applicable),
and angles.
17. All outside work, such as, but not limited to printing, photography, illustrations for
example will be billed to client net direct.
18. Blue Moon will provide liability insurance to Desert Willow Golf Resort naming the
City of Palm Desert and KemperSports as a beneficiary.
Any additional agency costs will be estimated in advance for client approval. No work shall be
authorized by either client or agency without a signed estimate by client.
Client specifically holds harmless and indemnifies Agency for any and all advertising costs as a
result of any placement of advertising by Agency with any medium or third party. Client agrees
to pay all invoices for such advertising medium or third party thorough Agency only and may not
directly contact or pay the advertising medium. It is expressly understood that Agency takes no
financial responsibility for any and all materials or media placed, and the only credit being
established is that of the client.
Invoices for all work performed by Agency whether for advertising placement, creative design,
internet or other work shall be billed to the Client as incurred. Unless objected to in writing
within a period of ten days, all invoices submitted by Agency will be deemed conclusive of the
work performed, approval of the quality of the work shall be conclusive of the amount owed to
Agency for such services. Client agrees to pay Agency within 30 days of receipt of invoices.
Client agrees that all design work, creations including but not limited to: advertising, internet,
business cards, stationery, billboards, or other medium shall be the exclusive work and property
of Agency until invoices for such work are paid in full. Client agrees not to utilize any such
design work in the event payment to Agency is not made in full, in a timely manner. Client
agrees that the design work of Agency constitutes proprietary work to which Agency is entitled
to a temporary restraining order or injunctive relief, without posting a bond to prohibit Client
from utilizing such design work without payment to Agency.
Approved:
CITY OF PALM DESERT BLUE MOON ADVERTISING, INC.
John M. Wohlmuth Edward Rubenstein
City Manager President
Date: Date:
Agency of Record Agreement 4