HomeMy WebLinkAbout2019-08-27 - AGENDA REPORTS - AWARD ADVERTISING CONTR FOR TOURISM MARKETING DIST (2)Agenda Item: 8
DATE: August 27, 2019
SUBJECT: AWARD ADVERTISING CONTRACT FOR TOURISM MARKETING
DISTRICT
DEPARTMENT: Community Development
PRESENTER: Jason Crawford
RECOMMENDED ACTION
City Council:
Award a one-year contract to Lundmark Advertising + Design to provide marketing and
advertising services for the Tourism Marketing District for an annual amount of $194,000,
and authorize an amount not to exceed $170,000 for additional advertising, for a total amount
not to exceed $364,000.
2. Authorize the City Manager or designee to execute up to four additional, one-year renewal
options beginning in year two, not to exceed the annual contract amount of $194,000 plus
Consumer Price Index adjustments, and an additional amount not to exceed $170,000 per
year for additional advertising.
3. Authorize the City Manager or designee to execute all contracts and associated documents, or
modify the award in the event that issues of impossibility of performance arise, and execute
all documents subject to City Attorney approval.
BACKGROUND
The City of Santa Clarita (City) Tourism Marketing District (TMD) funds various services and
activities. These include promoting the City as a tourism destination, developing marketing
strategies to increase visitor attraction, advertising and public relations programs focused on
business and leisure travel to Santa Clarita, and other activities to promote Santa Clarita as a
tourist destination. TMD funds are generated from a 2 percent assessment on hotel room stays in
the four local hotels that are part of the TMD.
Page 1
The City is seeking a full -service advertising agency to assist with overall brand strategy and
various marketing needs of the TMD on an annual basis. In addition to marketing to leisure
travelers, focus is placed on attracting meeting planners and sporting event rights holders to
produce events in Santa Clarita that drive a positive economic impact for local businesses. The
anticipated advertisement campaign would run from fall 2019 to spring 2020.
The City advertised a Request for Proposal (RFP) which was publicly advertised on PlanetBids
from June 13, 2019, to July 15, 2019. The RFP was downloaded by 37 vendors, and 5 of those
vendors submitted proposals.
An evaluation panel comprised of staff from the Economic Development division scored each of
the proposals using the following criteria to evaluate each submittal:
• Experience in developing and managing comprehensive multi -media advertising
strategies for Destination Marketing Organizations - tourism programs
• Demonstrated capability of developing professional creative content that differentiates a
Destination Marketing Organization from their competitors
• Experience in conducting research for Destination Marketing Organization
• Cost of services provided
• References
Results:
Rank
Company
Actual Score (25 possible)
1
Lundmark Advertising + Design (Kansas City, MO)
24.50
2
JNS Next Creative & Media Hub (La Quinta, CA)
20.83
3
AMF Media Group (San Ramon, CA)
17.00
4
Nostrum, Inc. (Long Beach, CA)
14.50
5
Blades & Associates (Santa Monica, CA)
6.00
The process of scoring the proposal submittals using the criteria listed above resulted in
Lundmark Advertising + Design (Lundmark) achieving the highest overall score. Lundmark was
awarded the contract for the previous City tourism advertising campaign with positive results
and work performed that met the City's standards and performance expectations. In reviewing
the proposals, the consensus of the evaluation team found Lundmark's proposal to be superior in
the areas of developing creative content and conducting research.
ALTERNATIVE ACTION
Other action as determined by the City Council.
FISCAL IMPACT
There is no impact to the General Fund associated with this action. Required Tourism Marketing
District funding is available in the Fiscal Year 2019-20 Economic Development division budget.
Page 2
ATTACHMENTS
RFP Response File_Lundmark (available in the City Clerk's Reading File)
RFP Cost File_Lundmark (available in the City Clerk's Reading File)
Page 3
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dully of Sainila Clairulla
23920 V611e111da IIllvd.
ainila Clairulla, CA 91355
Jlu.ully 15, 2019
1111=11 Il:wallu.uallioin Ileani:
l...u.uiridimarlk is IllhiirulHed llo iru.sll o ind llo IBid #[:G.) 18 19 45. We are a Nlll servi(e markefirig aind desigin ageri(y Illhiall has I[mein cireallfin
smu.ssNl s6lu.ullioris shii(e 1947. e hake a Ihainds oin gIlpljpiroadlh llo our Iprolle(lls, view ou.uirsu«INes as ain u. lleinsioin of your Mean], aind
pride ou.uirsu«INes oin Imfing mou.uirillall,fle oin aIIII IlfimeIluines, exe(u.ullioris, aind I[)u.ud u«lls.
llegaii4less of findu.uslliry, dierill, or oll,)je(five we du.4ver iresu.ulllls. We hake a (oimljpiru.lhieinsive gIlpljpiroadlh Ilowaird uridersilaindfing your
needs aind (61Hallmiralle llo fimjpllu«imei it (osll effi drill sllirallegies Illhiall Iprodu.0 e Ilirainssjpaireinil iresu.ulllls.
Our sllaff has a Ipassuoin for aind exljp.iriein(e #llhi lhie Ilirave aind Ilou.uirisim findu.uslliry. Based oin our exljp.iriein(e workiing willhi du.sllfinailioin
markefirig or ainizalluoiris, iridludiing yusull Sainila Clairulla for Illhie Ipasil Illhiiree years, we feeu l we are u.uiniqu.uu«Ily Iposiluoined llo assusll willlhi
your oll,)jeelives.
lin su.uimimairy, we feeu l we are Illhie Ilmsil Null for Illhius prolled for Illhie NlHowhng reasoins:
1:: Il u.iriein(e Workiing (61H61boirafiv «Ily w lllhi Iloiuirisim offi(e sllaff, yusull Sainila Clairulla's adverfishng effoirlls have gerierailed
lhiiree (orismlluwe years of growilhi across key Ipu.rforimai (e iindi(alloirs.
11eaim Oiuir Ileani shays al,)iru.asll of dhauii es w llhihn Ilhe Ilou.uirisim uiridu.uslliry as we l as u�ew u� edia gIlpll�oirllu.uu�iifies llo einsu.uire
we hair u.11 Ileisu.ure aind Il,�u.usuu ens Ilirawu.11e.u, effi ueinillly.
Silirmilure fhe u.uiniqu.ue sllirmllu.uire of our fuirim guairainilees Ilhiall lhie exljp.iriein(e of your mou.uinil Ileani wflH uiridlu.ude 6III
four of our ageri(y Ilpirhndjpak.
SizeWe're big eiriou.0 hi llo l,,)rhng lhe iresou.uir(es iregiuuired llo smu.ssNlly m aina e your mou.uinil, [mil sim6ll eiriou.0 hi llo
einsu.uire Ilhiall you gull lhie allllerifioin you. deserve.
Il 11 iroadlh You wflH Rind our (oimljpiru.lhieinsive, Ilirainssjpaireinil gIlpljpiroadlh ou.ulllluined hn our iru.sljpoinse.
e have u. almiralled oin a inu.unilmir of Ilhiese seelioris fin lhie (onifing pages of Ilhius duummBrill, [mil Ilpleas« do nail hesillalle llo area h ou.ull
#lllhi ainy qu.uu.slluoiris regairdfing our Iprglposall. We greaillly gIlpljpiredaile Imfin (oinsidered for Illhius gIlpljpoirllu.uin lly.
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Pariliner I II...u.uuiiduiiau,ll( dveii,llusuuii a II esil in
845 Graind IIllwd., Sufle 200, IKainsas dully, MO 64108
816 842 5236 1Illu.ussu.Illl��llu.uuiiduiiau,ll(adv.(oiiii
69LUNDMARK I BID # ECD-18-19-45
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OVIEMIM
I inil roduolioin
Researdhi, Strailegy & Caim�jpaigin Mainageimeril
Media
Creafive Deve�lqjpimeiwl & Referen(es
Assigined Peirsoinine�l .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. ..
S u I') C o in s u I I a in Is
Corifirador Cqpal,)flfly & Referein(es
Addifioin6lIDaila...................................................................................
69LUNDMARK I BID #E(D-18-19-45
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AGENCY OVERVIEW
l...u.ulridimarlk is ari find llpu.ridu.rilllly ovained acid ql eralled, fu.ullll su«Irvi(e adverfisfing & design agein(y Illlmiall Ihias I[nein Iprodumfin
resu.ulllls suricu. 19 4 7.
BRIAR�CLIF ILLAGE
M°x d iff�.:x ir.:. in'tiat�.°. uirm.:,lwn firarn ouir Irni jjp .:,t l'I� IIIr' fin
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NICY
Cosm aHffaHdvaH airud compaHmGmGvaH sollu.umgoirus
Void of aggeirocy bu.uireau.uciracy a find fired m pe
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saimljpllliinof dliu:rills Illlmiall we
are proud llo have worked IH�uiru�Ns �uiru aIl�ll�ir�u�uclh, a xma irusg�uiru oF y�uuuir meaim
ulllhi ulflizirig llhilis gIlpll lroadii. h u.ullmglple clieira irellafioiroslhips spainir fingg 110..u.. years
LIMARK I BID#ECD-18-19-45 4
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CAPABILITIES
s a fu.ullll servii(e fuirim, we have Illhe qlpall,uullully llo sllirallegize aind u. u.mlle 6IIII asIlp ols of a markefirig 1pllain. We have
worked llo devellqlp, hm1pllu«imei il, aind measure Illhe su.0 ems of Iprograims shni hair llo Illhie o ine ou.ulllluined iin Illhius 11111:1:1
ESEAROI & MARKETING ANALYSIS
l...u.uiridimairk hi as exllp.iriiein(e (oridu(ifirig reseairdllii Illhiail iin llu.ueri(es sllirallu. u( im a irkefirig dedsioiiiis. Our exllp.irfise
uiridllu.udes ain6lyzirig exisiiiiing ain6lyll s/chile llo du.11u.irnihne Ikey Ileariniii gs, m aina iiin fo(u.us groullps aind oinki e
surveys, aind Ihosifiiri Ipu.ullflk mu.efiri s llo gaiihier wallumll,ulle a igpu.ull fironi (oninm in lly sllalkehiolNeirs.
CREATIVE SERVIUS
e IhairAle Ihu.uiridireds of girqlphift desigin Iproleds a year for ire(ogi iizall,ulle woii1dwide I[)irainds. Our Ipro(ess
lays alneiiiilluoin llo I[)iraind (orisusllein(y across 6IIII dhaini iek wiiiilhifin Illhe sIlpedfii( (aimlpau in. IProjeols uiridllu.ude (logo
deveIlqlpimei il, I[)rodlhu.uires, Ilirade shiow maileruak, Ipriiinil adverfishn, du ull6ll vael,) adverfisfin, su.11ll/su.uimimairy
shieeils, l,uu.usuu ens sllallioriairy, duired mall aind ou.ulldoor sigma e. We 61so have u. lleinsive exllpeiriiein(e l,uu.uulldiiin
resslp insiiwu.11y desigi ed va ell lles as wu.11ll as refireshiiiing llhie desigin aind (oinlleinil oin u. usllfin (Ilueinil sullen.
MEDIA PLANNING
u.umssfu.0 markefirig sllairlls willhi ain u.dmalled slliralle y. We have lhie jp�laininhng look aind exllp.iriiein(e llo
iinf uirim Illhus slliralle y aind devellqlp media Ilpllains Illhiall drive iresu.ulllls.
(AMPAIGN MANAGEMENT
Our exllp .iriiein(e u. lleinds llo Illhie m aina u.imei it of Iliradiifio in6l media Ohnear Ilu«Ilu «wish in, radio, Il,3iriiinp aind inew
media (du ull6ll, sod6l, cross devii(e) (aimlmiigins. We have m aina ed Illhe sod6l media Ipresei (e for I[)irainds,
cirealled sod6l Ilouulldils llo einga e hair u.11 au.udieri(es, aind (oordiiinalled Ipaid adverfiseimei ils oin ea h iniglor
sod6l Ilpllall foirm.
e have exllpeiriien(e creaiiiiing l,3irofession6l videos and nuzzle reek. Il...aundimairk Cain cirealle Il he sholl usll, (oordfinaile
llhe Ili (afion f llimin , In on s lle llo duired Illhe video shooil, and manage Illhe a difin Ipro(ess. AddiifionaEly, our
on sllaff Iplhollogirgllplher has [men Ilirauslled llo manage and exe( idle shooils for muullfiulplle (INeinlls across various
inn uslliries. If here Iphollos have [men used in [ ro(hauires, well lles, Iprinil and du ull6l ads.
69LUNUARK I BID # ECD-18-19-45
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PARTNERSHIP
e view our duenlls as Iparlluneirs; (airing deglplly almull nail lush IIhe sues of IIhe Iprojeels we're assigned Ilo, I[41 IIhe sues
of IIhe or aunuzallion as a wh6le. IIII's why we've had effe(Iluve 14lail ionshullps wflh many or aunuzallions for more Illhan a de(ade.
Ifhese duenlls iraun e fironi simalll Ilo mid size Ilmsfi news, Ilo (large Il,uullllion &lllair (orllpoirafions, Ilo Ilo(61 non 1proftis vaheire e
donalle Iho uirs and w6launlleeir eadh year.
Our duenlls (love our file ull,uullully. Ifhey (an arlesil (((Fail we 6I1ways meeil our dead Imes Il-iulle Iproviding quakily work. As an
findgll endenlllly owned fuirim, we are void of IIhe Iliradulluon6l agen(y Il,u area ucirmy and (an In more nfimll,ulle on our feel(. e
h6ld our Ileani Ilo IIhe Ihighesll silandaird of mo unllall,uullully. We have weeklly m eefings Ilo ensure Ipirojeds are on Iliradllk wflh IIhe
finielluune sIlpedfued for eadh Ipiroje(II. IIII's nail enough (((Fall we deNveir iresulllls. We I[4luewe we m usll do sou fin a way (((Fall is on
lunie, Iliransll airenll, and fah, Ilo IIhe I[) ud ell. Ileani m enilmirs are Ipersonalllly auo unllall,ulle for Ilheuir finvolNeimenll fin eadh Iprolle(ll,
and our silaff Ilhiruwes on deNvering resulllls.
Ifhe Il,uuulllloni lfine well((( make sure (((Fall IIhe dekveirall,ulles for Ilhus Ipiroje(II used IIhe exlpedlafions of your Ileani.
WOUNTA111111LITYT II I (III EI FlEXIBILITY RELI (III 1LIT
69LUNDMARK I BID # ECD-18-19-45
I...u.ull1ldlmalrk has u« Ilu«1111sive e elrl'lu«11 (e mainagirig lou.ulrl'Isim a dveIrll1'Isl'11n (alru 1paigins front (o11 (e( 1pil llo u« u«mll1'Ioin. We have
ou.ullluined our glpllplroa hl aind exllp.lriein(e fin Ilhe areas of lresealydhl, slllralle y, (aimlpaigin mainag.imu.lrlll, aind a easu.uiru«imeinll
aind ev6lu.uallioin Il,41ow.
RESEARCH
I...u.ull1ldlmalrk (oindu.uols Iru«seardhl llhlall fin llu.uu«Inl(es slllrallu: U( markefirig dedsioris. Our exlperfise Vlnldlu.udes ain6lyzirig exisll1'ri
ruin lyll s/dalla llo du«llu«u'mVlnlu« key learinii gs, mainagilnl fo(u.us Irou.ups aind oinNi e surveys, aind hlosifilnl pu.ulflk mu«u«firi s llo
allhlu.lr wahml,fle uuiqpu.ull flroni (oniniu.ulri lly sllakehloNeirs.
hlu«Inl Ip al1111111111n Ire(ei it Vl'Isl'lll Sainila Clalrlilla mlru 1pail 11 s, our Iru«seardhl Vlnldlu.uded a11116lysl'Is of lhlu« foElowhng lyl es of chile:
Haile feeder markeildall�a ........ #lp (odes of frequ.uerllll�raveu l .rs.
lou.urisim ru. uurlls........ 0111[:: Ireinds ru.l orlls oin lo(61 ouu.upain y, MDR aind Ifl[NII .R.
Googu l « Ain6lyilfts ........geogirqlphiy, hnlleru.slls aind ['41lavior du«llaulls of yusull� auilll�aCau,ull�a.(ouii users.
1=:a(elmok au.udierl(u. hnsi Mlle 1 lail�ed ll�o sod l media followers.
we 1psllakes u.infiruu.s ........ hnlleru.sll chile (61leoled front previous oinki e swe 1psll�akes.
1::.:x eriain Mosai( .USA ........ a su.ul,)scrilpfioin dall�a servile l�hlalldivides Hhe US 1pglpuall oin hnll�o 19 Grou.ups aind 71 more
du«llaulled Ilylpes. II II Ipahnils a unique Ipidu.ulre of US (oinsu.uniers 1, sed oin Iheir deniolrgllphlut dhlalraolu«lruslfts, ufu.slly es
aind II,41hawUolr.
I: ixe chile ........ IpU :.0 k provided [)y media parll�iners aind 1pla(ed oin yusull� auilll�aCau,ull�a.(ouii have creall�ed (oinsu.unier
pelrsoinas Il, sed oin Illhe vis llolrs of Illhle wu.ltn lle.
11 his chile/ain6lysus wou.ulld serve as a Imsu.Iline for 6IIII media Ilpllains moviing forward. As IIpU u.11 Ilu.dlhlu1l6lo y hm1plroves, aind
chile shiariing re u.0 all1'Ioins dhlaing «, we wou.uN (oinfiinu.uou.us y look llo gahn mess llo hnsi Mlle Ilhlall wou.0 d heu lIlp hmplrove our
largefirig slllralle y. 11:1inalllly, as IHiiis yu.alr's mlm1pai lnl Ilooks llo Ilalr u.11 meefirig aind eveinll Ilpllaini lu.lrs aswellll as Ileisu.ure Illrawu.11u.lrs,
(olrlwu.lrsallUolrls willhl (olrlfu.lrein(e s les m aina u.lrs all various hlolle Iprqlpu«lrfies may In ne(essalry llo fully u.ulrldu.lrsllaind Ilhe
offelruins, (u.ulrlreinil dlieinllu.11e, aind apl l lrqlplrualle Ilalr u.11 au.udierl(u..
,a'LI DMARK I BID #ECD-18-19-45
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STRATEGY
Ori(e our ireseairdlh aind ain6l sus is (oimllpllu«lled aind (aimlpaigin oll')jeolives are dlemlly u.uiridersllood, we wou.ulN Ipro(eed llo
deve qlphng lhe slliralle y for lhie media Ilplain. Ihm1porllainil y, we have Ilhiiree years of Ipasil learinii gs Ilhiall shiowed us whiall
worked wu.11ll, as wu.11ll as areas Illhiall (ain In hm1piroved u.ullpoin.
l...u.uiridimarlk wou.ulN einga e media Iparllineirs Illhiall have exllp.iriein(e hn Ilirawu.11 aind Ilou.uirisim adverfishng across a wairielly of
u ediu.unis. Ilin addi oin llo radio, Ilu«Ilu«wusioin, ou.ulldoor aind Ipruuiill adverfishng parllineirs, we'veworked w lllhi nafioin6l media
veridoirs Illhiall (ain hair u.11 ainy au.udieri(e we defirie:
Dig llainil - u.ushn [milhi du«Ilernihnisift aind pirolmIAIUsift maildhUiri , Dig llainil cirealles a Crosse-Devi(e HD llo lair u.11u.useirs
oin mu.ullllull lle scireeris w lllhi near 1perfed Ipredsioin.
Ceiniliro ... w llhi over 1,900 pu.ul,flushier s lles aind 1180..11...imim u.uiniuqu.ue u.useirs, Cu.intro d reoly pairlliners willhi preimiu.um
(oinileinil Iproviders.
Q I Media ........ offeirs viewal' lle ad Uiriveinllory across video, dUspay, aind mol') lle w llhi slpedaNzafioin hn mot)fle devi(e
III.) hair efiri .
ojeirin ........ ojeirin's lraveu l .ir 1:1ailforim is a pirglpiruu«llairy Daily Marna u.imei it 1:1ailforim ODKI) lhiall iingeslls t) llluoins of
hnileinil siginak llo ImUlld 350 m 111 oin Ilirave.leir (prof lles.
KDARA KDARAhas firsll parlly lolly fironi 100 a of Ilhe oiilld's Ilqlp Ilirave su.uplIpl errs llo area h ain au.udieri(e all s le
across Illhie wel,).
CAMPAIGN MANAGEMENT
l...u.uiridimarlk wou.ulN m aina e 6IIII fa(u.11s of Ipaid adverfishng fironi sllairll llo firiUslhi, whiUtlhi Uiridu.udes providiing ru.Il orfiin llo Illhie
lou.uirusull divisioin for u.adlh media dhaini ieL
Ifisil uirU(alllly we have Iprovided I[A wu«ekI ly (aimlpaigin u.ullpdalles, as wu.11ll as Ipresei ilallioin dedlks for If ll:) mu.efiri s as needed.
I:Adh go6l or oll')jeolive ou.ulllluined hn Illhe media Ilpllain 41H have also Ualled m efirks llo einsu.uire a easu.uirall,fle su.0 ems Us
Udu.irififiall,fle. U.Ull oin ain6lysus of hnifi6l (oriversioris, we wou.ulN iru.(oninierid aind fimlpllu«imei it dhainges w lllhi 6IIII media Iparllineirs.
ddifioinalllly, ainy (aimpaigi i 41H In u« lleinsuwu«Ily ev6lu.ualled durfing aind u.ullpoin (oridlu.usioi i. IKey ffindfings UIIII In shiaired aind
dus(u.ussed aind iru.(oninieridallioris 41H In made for fu.ullu.uire (aimlpaigins. Il...u.uiridimarlk wflH Iprovide a (oimIlpiru.IhieinsUwu. (aimpaigi i
re(glp Illhiall (ain In used fin Ipresei ilallioris llo dlly sllaff aind Ilou.uirisim Iparllineirs.
69LUNDMARK I BID # ECD-18-19-45
MEASUREMENT AND EVALUATION
Bu.low we have ou.ulllluined geineirdl Ila(fi(s we wou.ulN eiimmjdoy Ilo imeasu.uire Illhie uiimljpadl for eadii forim of media.
69LUNDMARK I BID # ECD-18-19-45
MEDIA PLANNING & BUYING
l...u.uiridimarlk has u. lleinsive exljpeiriein(e jpllaininhng aind Ipu.uirdlhiashn I[millhi Iliradifioin6l aind noin lliradifioin6l forims of imedua for our
dieros. We Ipartner w lllhi a wide irainge of media (oimljpaini s sIjpaininhng dig ll6ll, ou.ulldoor, Ipruuiill, aind I[ road(asll llo isle .11 61blje(fives
aind maAmize iresu.ulllls. Phiese Ilpairllineirslhiiill s Iprovide us mess llo Ipreimiu.um uiriveinllory aind preferred Irene., as wu.11ll as Ilpllaini hn
look su.udhi as IKainilar Illiekein, klfl, (airlmirou.0 hi, aind Il::: ljperiain Mosaic We u.ullullize Ilhiese (look, aind ainy fuirsll parlly chile
provided, llo iderifify Ipersoinas, cirealle (u.usllon] au.udieri(e segimerills aind iinf uirim cireafive m essa uiri . Our dig ll6ll media is
hnilegiralled Ilhiirou.0 hi lhie f6lHowhng 1pairllineirshiiill s:
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LI DMARK I BID #ECD-18-19-45
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Media Iparllneirs wou.ulN II)e einga ed Ilo assusll hn Illhie jpllaininhng aind u. u.milioin of ainy (aimjpaigin. We have exljp.iriein(e worlkiin
w lllhi a vaiN ily of ad Ilu.dlh media Iparllineirs Illhail sIjpedakze hn desfiriallioin markefiri , uiridllu.uduiri :
Phiese Iparllineirs have exileinsilve exljpeiriein(e u. u.m ifiri across 6IIII dhaini iek for (INerills willlhihn Illhe Ilrawu.11 aind Ilou.uirisim
su.dor, uiridlu.uduiri :
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Dig ll6ll media is ever u.wdlwiin . Our Ileani shays oin Ilqlp of Illhie Ilallu.sll ledhindlogy ava llall,fle llo Ihu.11llp our dieros (oinined willlhi
llheir hair u.11 au.udieri(e.
DIGITAL MEDIA PLANNING CAPABILITIES
DISPLAY MOBILE VIDEO EMAIL SOCIAL
TARGETING METHODOLOGY
BEHAVIORAL CONTEXTUAL GEOGRAPHICAL
RADIO SEARCH
CROSS -DEVICE
Dig ll6ll media is easy llo Iliradk aind adju.usll Il, sed oin Ipu.rforimai (e. Phe I[ninefulls of Infing al,fle llo hair u.11 your (oinsu.uilleir via
l,41havior6l aind (oinllu« Ilu.u6ll hair efiri , sidle aind seardii ire hair ellfin , aind geo largefirig are extru.nidy w6lu.uall,fle, aind offer
sllirolin 1110L
69LUNDMARK I BID # ECD-18-19-45
12
I.Ng ll6ll media (ain hair u.11 (oinsu.uniers hull more effi heinil ways IIlhiain ever Infore. A few of Illhe Ilpgllpu.ullair Iladi(s we (orisider
w lllhi (auIs for our (Ilheinils hulidllu.ude:
• LOCATION TARGETING lair ells ain au.udheuli(e I[)y geo feriding ain area aind usfing Hhe user's I111 address or devi(e
IIIl Whifle Illhius Iladift (ain 6IIso review Ipasil geogiiI Ihiusllory, we doin'll iru.muum erid gohng 1,E (k more IIlhiain
III o In 11111 s.
• RECENCY RE -TARGETING we've 6IIII wusulled a weln lle aind IHhein 1had ain adweirfiseimerill glpll Bair 'foil" 'lllhie Ibraind
we ire(eiililllly viewed. IIle(ein(y re hair u«Ilfin (ain hake Illhihs o ine sile.lp fu.uirlllhiu«u; I[)y einsuriing llhiall your au.udieri(e isin'll
finu.uindailed w lllhi ads follllov fin a wu.11,) vis ll. I.Isfing a wairielly of 6I1ouI we are al,fle Ilo glpfiimhze I11he firequ.ueri(y aind
mail IIfim . of day Ilo serve u.ullp I11he ad.
• BEHAVIORAL TARGETING 1111ius Iladi( u.ullullizes 31rd parlly chile Ilo iderifify aind hair u.11 ain au.udiei (e Illhiall 41H
In re(eu 1pfive Ilo your (aimpaigii. Ilhila auI uulidllu.udes oulillholiu. a(fivhlly, sod6l media Il,411aviou; aind ciru.dhll laird
pu.uird111ases.
• CONTEXTUAL TARGETING II a lllhiain dekverung um1pressuou1s sullewide, sofll acre (ain review 1Hhe (oulrlleulrllof
11he wu.11,) Ipage aind du.11u.irmiirie if I11he m essa hiri aNgi s willlhi your hair u.11 au.udieri(e.
• SEARCH RE -TARGETING serves dusllpllay or video ads llo au.udheuli(es seardhirig for III keywords oin Ilpopu.ullair
seard111i eiri hnes. lolls Ilaolk shiou.ulld nail Ilo In (oinfu.used wlllhi IliradulluoiiI seard111i eiri hne markefiri (If::: ).
• CUSTOM WHITELISTS we (ain iremuuu erid a (u.uslloni whiullellusll for weln ll�es ll�lhiallIII dloselly 6Iligin w ll�lhi your
lair u.11 au.udieri(e. Whifle I1111ius Iladi( (onies ail a Ipreimiu.um, we u.usu.ualllly suggesil findludiing ill ail I11he IIngfiliulihuli of a
(aiiI Ilo (oiiI Iperforimai (e. Oin I11he filull sudu«, we (ain I[ lladlkllusll sines Illhiall do nail 6Iligin w lllhi your I[)iraind.
• APP OWNERSHIP as apI l s (oinifiinu.ue Ilo In hiri irahned undo our everyday (lives, we (ain review gIIpps a Iplhiorie 1has
dowiiI aind hu (oiill uuu llu: I1111eim as a (lath( hull your (aiiI. If11 is (ain In u« IluI 1hei lllpfu.ull whieri ailllu.imlpfiri
Ilo cirealle lookakke au.udieri(es.
• CROSS DEVICE 1Hhe II61141 du ull6ll (oinsu.unier now owins a ore IIIhiain 3 (oini e(iled dewu(es. Phis makes ull6IIII Illhie
more dhffh(u.ullll Ilo einga e w lllhi your au.udieri(e willlhi I11he II message oin I11he II devi(e. IhI�infiing cross devi(e
ladifts sells u.ullp your adverfisfing for su.uuess.
69LUNDMARK I BID # ECD-18-19-45
13
V I S IFT
COM IIi"AC III
lEvain Tholimuson
Faster ink Developmeni Associale
23920 Valencia Blvd, Sufte 200
Sa in m C Ila iri m, CA 9113 5 5
dhomasoin(i sainau cluirim.com
(66II) 255 4347
TO L,/A,/
/W
visir
000,
c=c=
Imam -
UA,j,, BRANDON GROTESQUE
-7-
THE CHALLENGE
III Ihad Inein a inuiminii, of years sfin(e Viisfl Senile Clarfla, Illhe desilfinailioin markefirig
orgainizailioin for Illhe Senile Clarfla Ulkley, irevisfled Illhiefir [)iraind posifiorifing. I u in d im a ii, k
was eingaged Ilo ev6luaile Illhe (urreinil lainds(qlpe, devdqlp a inew ideriflily Ilo dif ferein ilia I e
Hhe desilfinailioin froni area (oimllpefiiloirs, aind exemile a markefirig (aim�lpaiigin Ilo shiow(ase
Hhe inew aind hm1proved [)iraind.
69LUNDMARK I BID #E(D-18-19-45
14
RESEARCH
A variely of ireseairdii was (oriduoled llo devdqp Ilhe proffle of Ilhe (urreiiiiii Sainila Clarfla visflor. Dis(ussioinswflhi Saiiiiiia
Clarfla silaff aind Ilou.uirisim Iparllineirs were Ihidd llo (ohnidde wilhi ordfine surveys of jpoileinfi6l Ilirawu.lers llo measure Illhie
per(eived v6lue of aimeinifies aind ailtradioris. SIIpedfi( resour(es Illhiall were finduded fin our ain6lysis iriduded:
0 Goog�le Aindlyfi(s
0 Seardii eirighne q1,31fimizailioin ire.jporlls
0 Hoild feeder markeil daila
0 C1111[:: om�jpain(y Ireind rqjporils
0 Seardii leirms oin Ihie (urreiiiiii sidle
0 Silaile aind nafioin6l lourisim irgjpoirlls
0 �1.)eiiiiogii'a3iii(/�1,3sy(�Iiiogii'a�1,3iii( dusileirs Ihial maildhed (urreinil ain6lyfi(s of wel')sfle visfloirs aind Ihienie park Iravders
Lus Pu Igel Tbiari sm Market
l0l u j
2TJ 16' Las Anples Dbm"tk Ovatftht Wmimr Ragims
As a Pemant M ToW Domwvk OveWght WiltmilJon
IX A4,pAINS C-mi stl%
4'GO.A110 W.6 (Or, $AVi1N,+d1—&'i%
lain MpOm% S udmilrV Avva 29A%
Is MM T, N1.1%
194% M-OlA 364% 40101% 60,0% 600%
FIRUNUU
2015 Canapaip ResW6, -- fintrant Travel Interests
F MUM DW
:IinaEly, we (oriduded a (oimljpefifive ain6lysis of inearl')y desilfinafioris, aind Ilhie r Iposill orifing fin Ilhe markeiiljda(e.
Proximity -- Springboard f6r I. us Angeles cm
.. . ... .... -'-111-1111111 1-,
30 mik, radius of Saw,) Cdanta
69LUNDMARK I BID #E(D-18-19-45
15
POSITIONING STRATEGY
Darla (61kleoled firon,ii our ireseardlhi efforlls iresu.ulllled fin a inew posilluoiniin slliralle y Bair Wusull Sainila CIlarulla. We nailed Illhail
un,uainy Il...os Aingelles arliradioris were wilhihn Illhh'lly un,uulles of Sainila CIlarulla. Givein Illhius Iproxin,oully, Iliravelleirs (ou.ulld u.ullullize
auiilla CIlairulla (us a SIJpirhnglmard for Illheir einfiire Il...os Aingelles vamilioin. Cou.uljplled wflhi Illhe v6lu.ue (mon,iiiii'mdailioris aind
fan,uully firueiri(lly arlirmilioris offered, Sainila CIlarulla wouki I[)e Iheri(eforlllhi I[)e Ikinowin (us Illhe a Gaileway llo II.... ."
CREATIVE EXECUTION
inew I[)iraind iderifilly was devellqlpu.d whiutlhi Ipaid Ihionia e llo Six [lags Magi( Mouroafin, Illhie Ihiu lhiu.sll iru.(61klfin alllliradioin
hn Ilhe area. A to lku.ullp u.ullulliziri Ilhe "Gaileway llo II....." IlagNine was fin lu.uded, as were ollhier lod1c.qps sIjpedfi( llo hnilu«irn l
[)iraindfing effoirlls. A sllylle guide was devellolped llo einsu.uire Illhie inew I[)iraind iderifilly was hmjpllu«imei sled qIl,3l1pirgllpiruallu«Ily across
sllaff, Ilou.uirisim Iparllneirs aind u« Ilu«urn6l veridoirs.
Phe inew I[)iraind was Ilau.uindhed Illhiirou.0 lhi ain finilegiralled, (oimll iru.lhieinsive dig ll6ll markefiri (aiml aigin Illhiall hair u.11ed wusulloirs
1, sed oin geogirqlphift Ilo(allioin, deniogirgllplhiut Ipreferein(es aind Ipirglpeirisully llo IliraveL Creafive u«Ilu«imei ils feallu.uired Illhie wairielly
of u.uiniqu.ue alllliradlioris Illhiall Ilirawu.11eirs (ain oinly Rind hn Sainila Clairulla.
mil'
b w.m iu.xmw[ tlmv mAu mmno
LEAD ACQUISITION
EMAIL MARKETING
r
Seas C,auomnn .,..,„uuuuummvunupowulNriUl�f'
V'4'i.M83Na CI{NV P; rekNi5�'M'. ,,
ni iw n
{`14.�WPo ni ie 6 m=r.
erJtl,N��ypd nuldp[u recre.�yypn [ApN.7uinD➢ire:e
PAID SOCIAL MEDIA ADS
DIGITAL ADVERTISING
69 LU I M A K I BID # ECD-18-19-45
16
DIGITAL ADVERTISING
RESULTS
l:::u«ed,)a(k ire(eived firouni Illhie du.slluuiialluouii imairkefirig or ainizallioin aind Illhiu.uir (Iluu.uiills was oveiiwhiu.11imuoii lly Iposifive. More
llhiauii 4,500 heads were (glpllu.uired uuii ju.usll over 6 weeks, aind (oii,ii,eslpoiiiidfiiig eimaull addresses were added Ilo Illhie (Iluu.uiill's
dailallmse for fu.ullu.uire imairkefirig effoirlls. 1ll11116llly, Ipage `Ilulkes' oin Il:::a(u«lmok, whiere Illhie (oinllu.sll was Ihoslled, Ilu.uiimljped 4 %
u uii o in e m o in Il lhi.
ME
W W
LNIMAK I BID#ECD-18-19-45
17
III' "'III°"'III° Illkllllllilll''I kllllllilllIllllli„
Anne IIDIll
Crown cenler
405 GiralC d Blvd, Su.uilte 200
Kainsus CGmy, MO f 4lI 08
aIrulruau.deu.usclhillau< Ihialllll nuirlk.com
8116 274 59116
uumul� ""'III""��IIIIIIIIII ,����� uuuu ���IIIIIIIIIIII uuum mll
��, IIIII uuuuuuuuum uu luuuuuuuuum ���.
OUTDOOR
DIGITAL AD
THE CHALLENGE
s Il alrisas dully (orillulrilG.ues llo grow as a I1,da(e llo uwu« aril In u«uillu ull�liuied, CIrowin Ceiillu«Ir was
lookiiing ilo sllalrid ou.ull aimori sll Illhieur Ilaiii alu.uduu«Iri(e of faul aril dorillori dwu«Illlu«Irs.
refil lh�� I1,')iii� aril (onil1plru«Ihiu«Irisuwu« aii lly�u� of mil everill ur��u ll�u Illiri was required
llo ur eeil lhie go6l of diil wusulloirs llo CIrowin CeIil shiqlps, Iru«sllalu.ulrauiills, alllllraduolris, aril
69LUNDMARK I BID # ECD-18-19-45
18
RESEARCH
l...u.uiridimairlk IIngauii I[)y researdiiiiing Crowin Ceinlleir aind Illhieh, (oimllpefiiloii's uuii Ihopes of disfiriguishiiiing llhie einileirllahni eiiiill duslliriol
for a axiiiniu.uni (oiimljpu.fifive adwauiilla u.. IReseairdii was 6I1so (oindmlled Ilo cirealle a (oinsu.unier Ipeirsoria for eadii (prof lle aind
du.11u.u,uiiuuiie Illhie a osil I[minefid6l way Ilo ireadii eadii group.
69LUNDMARK I BID # ECD-18-19-45 19
POSITIONING STRATEGY
l...lu.ulridimarlk hnic ulrll oiralled Crowin Ceinlleir's Ihusllory, walruelly aind glu.uallully liinilo a slllralle liic markefirig 1pllain Illhiall liinf ulrimed,
persuaded aind Ireimilnided Illhe Ilalr ell a udiei ice of Illhe lu.uiniqu.ueriess of Crowin Ceinller aind ells evei ils. Phe IreseaIriclhi efforlls
resu.ulhled lien Illhe I[)iraind caiml aiigin "Silalrlls all Illhie Ceiniler." A inew posifioriiiing sllalleimei it was deveIlql ed llo lien lllu.ueinice Illhie
creafive m essa hn aind einslu.ulre lilt Iresoi ailed w lllhi Ikey alu.uduu«Ini(es.
CREATIVE EXECUTION
Media Ilpllains for Illraffliic driviiing evei ils slu.udlh as Illhe Crowin Ceinller Ainfique I1:::esfiw61, Adveinilures w lllhi Clifford Illhe IBig IRed
Dog 114 chiullidlrein's exhifl[All, aind Week[:.:rider coinicelrll/movie series were deveIlql ed. CIreafive du«Iluwu«Irall,fles coimllplriised of ou.ull
of lhionie, du lill6ll aind Ipruuiill ads, radio, aind Ipaid sod6l media.
�1RINi7•RH&YS% HFF RRiDRRR NIVE IITE music, folio SROCKS,
FREE Oa�J'
OUTDOOR
LIVE MUSIC. 1212,1;0�
9at6�
' �� ��w'�"�"�p'f"���W� gNJx7 L1YEMNSIC Rxx6 TNNCNSAN6NEExNT6xxN M9YlE Starting et6pmFpRRTR9DG Sexxerisxnssnxscxew+csXssscexrvssKs+�s ENJOVLIVEMUSIC,FOWTRUCK$t6pmEEWTD
LE
4R4PM 9'� kLE6 JLLEV cou�aiveotir Ii4,j'
UOR MOVIE.
a� lkC+�44YbLO3NoOl FREE OUTDOOR
MOVIE. fol WRNNW NNTaROIURVY41NV41AW" E
roa nNyonE
mW
LIVE HUSIC, JLLEV 2U rtusrY i �rrt<a<na r<nianN i eoovfrs
FOOD TRUCKS DVd611,511 nir mt�isN o
VIU"EPiG ,< A , a �'•y �, wn� MM1('iVCR(Sl I�D70f9h 1Alp��(U1R1 III III OfEoOu�ou
p OfffR .,,4 -
� II �,: PRPftRWIRRRBa9'MBb. „<a,.,.„ KM6
;�S<,k¢Uieas
C[
41MQ NRRt¢RRRR O&$1111cR'M'F. ".,..
= WAW
PRINT ADS
DIGITAL ADS
EMAIL BLAST
RESULTS
I:Adh forim of media was fied I[mick llo m easu.ulrall,fle Iperforimai ice findii(alloirs. Qu.uallully well lle Illraffliic iincreased aind food
llraffliic was Ire(orded as Ihiu lhier Illhain Illhie Iprevious year for eadhi evei il.
64F LUN M A K I BID # ECD-18-19-45
20
Moog IIlLe is
Public lnf'ormalion Officer
Gly of IIndependence
II II II IFusm Maple Ave.
lirudepeirudeince, MO 64050
mIlew is(, firudepimmirg
48II f U 325 7086
your,�;�°!f
b u d g et
,Ye 1{AFP har E pt
� q. f:6( rard ar 01"
Y :,in�frut d mat �t MARKET
': iNDE NDENCE FARMERS
awn
Thelndependence
Farmers Marker
ct,rrenr o..ae�r;��,:
o-aavr,:
�INDEPENDEN(C�
THE CHALLENGE
flhe Gly of Ilridu.ljpeind in(e ruins a I[A wu«ekI l I[:airmers U airlkeil fironi May Illhiirou.0 lhi U161ber,
whiere Suljp1jplleimeinil6l Illu.ullirifiori ssisilain(e IPrograim (III II) Ilpairfid�I sidle (ari dou.ult lle up
lhie r food silaimjps w llhi fireshi, hiu«alllhiy Iprodu. e for lhie r faini hies. Ifhe awareiness of lhie
pirograim aimori sll Illhie hair u.11 au.udieri(e was fafilly Ilow, aril II...u.uiridurlairlk was eingag d
Ilo deve qjp lhie stralle y, media Ilp ari aril cireafive for lhie Iprograim. Addifioin6lkly, lhie
Gly was lmUIldfin a riew "U.UII IIori airlkeil" sdhedu.ulled Ilo qpein hailer Illhial su.uimimer. Iflhe
se(oiridairy go6l of Illhie Iprograim was Ilo fincrease Illhie awareiness of Illhius riew fadIIUIIy.
69LUNDMARK I BID # ECD-18-19-45
21
RESEARCH
l...u.uiridimarlk coridu.uoled ireseairdii llo deilernifi e Illhiu. deniogirglplhiuts, geogirqjdhy aind Ipreferred media coinsu.uimjpfioin of Illhiu.
lair eel au.udierilce. If lhus findu.ulded:
Iderififilcafiloin of ceinsu.us l�irads will�hi l�hiu. owesilhou.usehidd hii(onie hii aind airou.uirid l�hiu. Gl�y of lindepeindeinlce
Review of paslladverfishng effoirll�s aind aindlyzirig resu.ulll�s
DeileirmhAing coniniu.uiriully or ainizallioris lhiall serve a shni hair au.udierilce aind hidduiri dus(u.ussioris oin cross pronioil�ioin
Ain6lyzhng chile regairdirig sod l media, pruuiill�, aind duiru«d unrdll einga u.nierillsll�afisifts coridu.uol�ed l,)y l�hiuu'd...parll�y
reseairdii fuirims
ft
Who is smartphone dependent
Reliance un atnartphtmeu for online all Sa� neeiially ecnnnsnan arlwng younger
ad nits., non -whites and lower-inoome Americana -
Ago ktaew 00,10or t -MAA � tdwslipn coowwnG4y
Chao [Data 9,hama EMooal
9", P„f ^i , uMm inrirkv r,, t i w ktt„reril Idnd a+ Irrvrto? m P rn o l r V I n'G�)i�U I/
M t
ftr
a
a'SS:4 N132n IIIY".i MIhi 20 Ffl Iiii.
Less Than t'wa700 fJ000+
ft
Who uses social media
As ouore AnuiriesAns have adopted social rnw ia, tlnc social media a cr lsasnn lras
also grown snore mparesentahw! of the hroaderpolulaWn. Yount adults Astim
among the earliest social media adopters and MAntinuoa to use thee sites at high
leucls„ but usage by older adults has increased in reox nt years.
ran a�:a nerrwunx � uncame� ea �mn wmmnr«nrcy
ctivavn twura area' Lm110�0
1rtr uo"C a.nu wit I I riiue,n� /'r)1,.,riW
a
1I]IJI. L4fik1 0141 I'll dYJ kN >.fFPo Pp l[
••••• Le.xa alve,ro'S %dS,aae $30,000^•S49,TD9 — S'5QPon-S74„%" SFSJ Ma+
LIMARK I BID#ECD-18-19-45
22
BUS BANNER AD
r
FT /
ir<pi is rm.„..... a
PAID SOCIAL MEDIA ADS
DIRECT MAIL
FRESH, LOCAL & HEALTHY. }pPgta
Double your SNAP purchase of up to $25 when —h-mg
fruits and vegetables of the market thy.., EBT cord.
I..asaPuam: Hamr.: a..z.
INDEPENDENCE
UPTOWN FARMERS MARKET C—PIC, SOON]
FLYER
a
�m1 ,nnE,
/
�.esh /
F1ndout how to
double your
SNAP dollars.
. i
S�
local &
LEAHN MAaRE
A , ¢
�
YF
Now open for
the season! wN
healthy
/
�INkfIEM�&NIF
ANIMATED DIGITAL ADS
E EATME E E ULIUT N
Fhe Ilhien'iies of "Silirelldhi your I,migeil" E ind "Geil ii'mire firu.uulls E ind vegeii ul' lles" were hnile irailed undo Ilhe varkly of
in,iialleiridIs e ecu.ulled Ilhiirou.0 hiou.ull Ilhe (an'ulxfigin. Messaghng was delleirn,fli ed [xused oin cireafive den,iieirill spedfi(Eull oris
(is wdkl (is Ilar ell Euu.udierim
RESULTS
V'areiriess of the prograim greaiHy fincru«Esed aimoingsil the lair u.11 au.uEieri(e. lfhe [:airmers Marko laindfing sae saw a
104% fincrease fin Iliraffu( du.uiriin Illhe (aim�jpaigin, (oimIjpared ilo Illhe saim . Ipu«uiod Ilasll year. IResiderills eing gee w lllhi Illhie
wel')s lle for aIlmu.ull 3 inihiu.ulles duriing u.adlhi sessioin.
69LUNDMARK I BID # ECD-18-19-45
23
REFERENCES
PROPOSAL # ECD-18-19-45
Tourism Advertising
City of Santa Clarita, California
The following are the names, addresses, and telephone numbers of three agencies for which proposer has
performed work of a similar scope and size within the past 3 years. If the instructions on this form conflict
with the references requested in the scope of work, the scope of work shall govern. Complete this form out
accordingly. Fill out this form completely and upload it with your proposal.
1 City of Santa Clarita, 23920 Valencia Blvd, Santa Clarita, CA 91355
Name and Address of Owner / Agency
Evan Thomason, 661-255-4347
Name and Telephone Number of Person Familiar with Project
$185,000 Tourism Advertising March 2019
Contract Amount Type of Work Date Completed
2 Crown Center, 2405 Grand Blvd.,Suite 200, Kansas City, MO 64108
Name and Address of Owner / Agency
Anne Deuschle, 816-274-5916
Name and Telephone Number of Person Familiar with Project
$123,000 annually Advertising, Paid Search, Social Media Ongoing
Contract Amount Type of Work Date Completed
3 City of Independence, 111 East Maple Ave., Independence, MO 64050
Name and Address of Owner / Agency
Meg Lewis, 816-325-7086
Name and Telephone Number of Person Familiar with Project
$18,000 Advertising, Event Marketing October 2018
Contract Amount Type of Work Date Completed
The following are the names, addresses, and telephone numbers of all brokers and sureties from whom
Proposer intends to procure insurance bonds:
PROPOSAL # ECD-18-19-45 27
69LUNDMARK I BID # ECD-18-19-45
24
All II...u.uiridimark, whiall you see is whiall you gull.We're sell u.ullp fin a u.uiniqu.ue way, whiere ageri(y Iparllineirs w llhi de(ades of
u: 11 u:riiein(e wflH work hiiiihmallu.11y oin u.adlh Iplhiase of IIIhiis Ipirojed.
P 1101 If: c 11 11101...11:..
Proljed Marna eft
Caimaigin Stralle y
P 1101 If: c 11 11101...11:..
Proljed Marna eft
Reseairdh Strallu. Usll
Media 1:1aininer
BRANDON MYERS
President
.....................................................
Braind in has over 20 years of mou.uinil m aina u.imei it exljp.iriein(e workiing for a wairuu.11y
of dlieiros hn wairyiin (allegories. IIUUs exIjp.irfise hn Illhe Ihiosljpullallully, Ilirawu.11, aind (oinsu.unier
Uiridu.uslliry has Iprovided (key hnsi lhll llo (large U(oiriUt II)irainds as wu.11ll as sim6lll sllairll u.uljps. Ilin his
r6le as IPresid .frill, the oversees (IIUeinil m aina u.imerill, markefirig slliralle y aind visioin for Illhe
ageri(y. However his (primary fo(u.us is oin Imfldiing slliroin , (61klallmirafiv « 14lailiorishiips Illhiall
lmflld II)irainds aind drive s6Iles.
EDUCATION
U.UII4IIyIf:::IIR 1111Y 0 [: KA 14 SAS
B , Jouuirundlisimi, Adveirfisin
SKILLS
Creafive Silirailegy, IProjeol Marna u.imerill, IBraind Il::: e(u.ufioin, Ille.laIUoinshiUllp Wllluwallioin,
Dig ll6ll U airkefiri .
l...u.uindimairllc 2 0 0 3 Presei it
RUSSELL SYPOWICZ
kgfg.....flm....? . iggy
lluusse«lII has six years of e(orionik deveIlqlpimeinil exljp.iriein(e w lllhi Illhe Gly of Sainila Clairulla
whiere the oversaw ire(ord growilhi whiflle mainagirig llhe ffllim aind Ilou.uirisim offi(es. IDu.uu'llin
his IIfime Illhiere, Sainila Clairulla ire(eived a inu.unilmir of m6lades, Uiridlu.udiin I[mUirig naimed
llhe Mosil IBu.usuu ess 1[:iN «ir4ly Gly hn II...os Aing .11es. Illu.usse«lII has worked w lllhi (oimimerd6l iru.6l
u.sllalle II)rolkeirs, (oniniu.uiriUlly (61klege Iparllineirs, vaorlkfor(e deveIlqlpimeinil (einlleirs, dhanilmirs
of (oimimer(e, aind e(orionik deveIlqlpimeinil (orljpoirafioins oin Iprograims Illhiall Iprodu. e iresu.ulllls.
EDUCATION
U.0 IIT IIV [:.:R111f Y 01= SAID 11=IRN C II CO
4 MA, Sulpoid ManageiivieiM
GONZAGA U.UllTllV[:.:lRSFlY
SKILLS
Braind Silirailegy, Media [laiiiiiiiiiing aind IBu.uyiin , I[:imafll U airkefiri , u.II,)s lle (Redesign
Profess, SIjpoinsoirshiilp Ilinilegirallioin & Adivallioin, SIjpoiill & [.:verill Ilou.uirisim, I[.:verill I[ llauiiuiiiin ,
Proljed Marna u.im erill.
l...u.uindimairllc 2 0 16 Presei it
69LUNDMARK I BID # ECD-18-19-45
25
P 110 1 c 11 110 1 1:...
0 Aril Diredor
0 Girqlphift Desiginer
0 Cqlpywcruller
P 110 1 c 11 110 1 1:..
0 Wel') Deve�lqlper
0 Girqlphift Desilgfiner
0 Cqlpywcruller
KIA HUNT
Creative Director
...............................................................................................
10a is Ilhie irigho side of Ilhie resllpedive I uridimark [)irafin. Shie has Ilhie unique al') holly llo
lirainsforim Imshness ol')jeolives undo 14levainil [)iraind (oniniurii(ailioris Ilhiall Imfld equfly aind
14lafioinshiillps wflhi (usiloniers. Ipassuoinalle aind ifiled [)iraind silo ryl ell ler, II ia's medium
is Ilfimfllless, froni Ipirfinil llo pa(kagirig, (61klaileii'61 llo (orllpoiraile iderifily aind every1hifing fin
[milweein.
EDUCATION
0 RA I R0[fl:::R11S 1.flT1V[:.:RSF1Y
0 13S, Broad(asil Desilgin
0 1::.:imhiasis fin Adverfisfing aind Pul'fli( lle�lafioins
SKILLS
Girqlphift II: esigin aind IProdu.udioin, IBraindiing aind Iderifily, Cii,eailive/Aii,ii/Il:'lIiioilogii'all3lIiiy
Diredioin, Ileani Mainageimeinil, Cusilonier Seirvi(e, IProljed Mainageimeinil aind Silailus
Mahnileriari(e, IPruuiill Ilindu.uslliry 1::.:xIlperfise aind Coinsulhlafioin, Copy wrifirig.
I uridimark: 1996 Preseinil
NICK OGDEN
(121-
llidk Ilou(6lllly pro(esses Illhiou.ughils undo Ipixek aind [)yles. Oin Illhe Ileadiinedge of graphift
desigin, he's resllpoinsfl[fle for hinnovailioin hn desigin aind digfl6l all I uridimark. Ilin addifioin,
llidk is 61so a skflkled Iprodu.uol IpIhiollogrgllplhier aind reiloudh arfisil.
EDUCATION
140III 11HW[:.:S11 IIil.flU S11A11[:.: 1.flT1V[:.:RSF1Y
1:31A, 1:1ine Arils, Girqlphift II: esigin
SKILLS
Girqlphift II: esigin aind IProdu.udioin, IBraindiing aind Iderifily, IPhiollogirgllplhiy, Video girqlphiy,
Sod6l Media, Well,) IDeveu lqlpimeinil, Copy wrifirig.
I uridimark: 1999 Preseinil
69LUNDMARK I BID #E(D-18-19-45
26
BRANDON MYERS
PRESIDENT
RUSSELL SYPOWICZ KIA HUNT
DIRECTOR, BRAND STRATEGY CREATIVE DIRECTOR
4
AMBER WRIGHT
DIGITAL MARKETING MANAGER
LAURA BRAME
PRODUCTION MANAGER
LI w
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5 g '�'
iiirci
�� � � aN / � /P/llli" 7 4
��/ /�%1 t, i.✓ii:. � � .✓Lc /iNi � A ZeF a1✓.„�" �
p0 tlre0vean!Wuw,'uu'wwowr.,,
a , ,Mmn..
FAITH KOCH
GRAPHIC DESIGNER
NICK OGDEN
DIGITAL DIRECTOR
IAN TOMPKINS PEGGY HANSEN < F NATASHA LAWRENCE
GRAPHIC DESIGNER GRAPHIC DESIGNER GRAPHIC DESIGNER
No Sul,) winsu.ulliainlls are ainfidupalled Ilo In used for IHiius IpirojeoI.
DESIGNATION OF SUBCONTRACTORS
PROPOSAL # ECD-18-19-45
Tourism Advertising
City of Santa Clarita, California
Fill out this form completely and upload it with your proposal.
Subcontractor N/A DBE STATUS:
Age of firm: Certifying Agency:
Dollar Value of Work
Annual Gross Receipts:
Location and Place of Business
Price Schedule Item Nos:
Description of Work
License No.
Exp. Date: / /
Phone( )
Subcontractor DBE STATUS:
Age of firm: N/A Certifying Agency:
Dollar Value of Work
Annual Gross Receipts:
Location and Place of Business
Price Schedule Item Nos:
Description of Work
License No.
Exp. Date: / /
Phone( )
Subcontractor N/A DBE STATUS:
Age of firm: Certifying Agency:
Dollar Value of Work
Annual Gross Receipts:
Location and Place of Business
Price Schedule Item Nos:
Description of Work
License No.
Exp. Date: / /
Phone( )
NOTE: A contractor or subcontractor shall not be qualified to propose on, be listed in a proposal, subject to the requirements
of Section 4104 of the Public Contract Code, or engage in the performance of any contract for public work, as defined in this
chapter, unless currently registered and qualified to perform public work pursuant to Section 1725.5 of the Labor Code. It is
not a violation of this section for an unregistered contractor to submit a proposal that is authorized by Section 7029.1 of the
Business and Professions Code or by Section 10164 or 20103.5 of the Public Contract Code, provided the contractor is registered
to perform public work pursuant to Section 1725.5 of the Labor Code at the time the contract is awarded.
PROPOSAL # ECD-1 8-19-45
26
69LUNDMARK I BID # ECD-18-19-45
28
UNDERSTANDING THE INDUSTRY
ulllhi more Illhiain a de(ade of exllp .iriiein(e iin Illhe findu.usllir , we u.uiridersllaind Illhe w6lu.ue aind dh6llleing s fading desfiriallioin
markefirig or ainizalluoiris hike yours.
l...u.uiridimarlk u.uiridersllainds...
1. Phe hml orllain(. of IDMO's Imfldiiing aind mahnllauuiiiiin
a Iposiilluwu. 14lafioinshiullp w lllhi Illhe Imsuu ens (oniniu.uiriully.
. Phe e(orio nik hml ad Illhiall Ileisu.ure Ilirawu.11, mu.efiri s
aind (ulhluiraVsIlporfiing evei ils drive all Illhe Ilo(61 aind
regiioi 6l Ilu.veL
. lPhe v lu.ue Ilhiall Ilirave aind Ilou.uirisim Iprovides iin Ilhe
deveIloll,3uiiu.mill/u,u«du veu lull,3uiiu«uiill of a (onin]u.uiriully.
4. Sullp1lporfiing lhius deve qlpimei it (ain u.uhlhmallu«ly ead llo
l he fu.uu,ll iiu«u' deve gull,3uiiu«uiill of aillliraduoiris aind aimeinulluu.s.
5. Phe ine(u.ssully llo Ikeeu 1p Ilo(61 iru.sudu mils, Ibu.ushnesses
aind u.11eoled offi uak iinf uirimed of Illhie greail work
auoimll lluslhied I[)y your or ainizallioin.
flhius uridersilaindiiing has Iprovided wallum for our duu.iros iin
llhe Ipasll aind 41H u.uindou.ull,)lleddly do Illhie saim . for yusull Sainila
Cllairulla shiou.ulN we In forllu.uinaile eiriou.0 lhi llo In su.11eoled for
l lhi us glpll o ii"ll u.0 in lly.
,kSoueaaa; US havd Assn ckfion
TOTAL U.S. TRAVEL EXPENDITURES
BY SEcrOR, 2017
RECREATI
AMUSEN
10.0'
RETAIL
10.0%
69LUNDMARK I BID # ECD-18-19-45
29
OTHER WORK EXAMPLES
I uridimark is exljperiein(ed workiing wflhi desfiriailioin markefirig orgainizailioris, meefirig jdainineirs, aind muinid�jpdl einfifies.
13dow are a few addifioridl exaimljdes of our work:
CON III"AC R R N C
Robert Girard
General Manager
4115 II III MuIberry IDir.
Karisus Cfty, MO 6411116
robein.gfiruird(, fivoLcoim
(9113) 205 5398
Av
shop hl�l,,,,,Illl,,,w�,,
Spirlingfidd Green
Co unl Ill ark IlRouurdN
625 Ii::. rruffimay
Spirivigfidd, MO 65806
&yviduIN, spirivigfiddimo.gov
(4117) 874 2944
11 0 A�
1111 if IRI�� F c IR 1�� F
BRIARCLIF ILLA11GE
-P,mmd� W 9AP1111
VTLI-
......................................................
The
SPHNGFIELD-GREENE COUNTY PARK BOARD
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RFLI
--PARK
69LUNDMARK I BID#E(D-18-19-45
30
COM III"AC R R M C
JUS11113 Apd�
Fxerufive Direclor
Go]f Course IBuddeirs
Associalloin of Aiimeiirica
6040 S. 5fth Smiree, Small ID
Livicolin, IITIF 685116
jusfiin apeN, gdbau.clirg
(402) 476 4444
IOU
II II II�IIII�II�II�IIII�II III
Chad Mairflin
Direclor of Joini Communkalions
Boone Counly
21145 IF. Couiray IDir.
Columbia, MO 65202
cimairfiri(booinecouiraymmirg
(573) 554 110011
u9c
'SADEYOU',
ozom's., �.wwwl
M ETIN
Ur
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NETWORKING "FAMILYFUN EDUCATION
Apply W . J.6
. ... . ... ..
69LUNDMARK I BID#E(D-18-19-45 31
. ... . ... ..
69LUNDMARK I BID#E(D-18-19-45 31
II II II�IIII�II�II�IIII�II III
III dine Ill-loefeur
Former Markeling Manager
o]f (o uur e Supeiiiiiiiendents
ssocialloun of Aimerica
II4 II Illeseuirclh IPairlk Il ir.
I..aw ireivice, IKS 66049
hioeFeirw (i coirumiracmFu.uiriruisIhiirugs.coim
(8116) 665 8054
gollif ii ii -tir„ I
LIMARK I BID#ECD-18-19-45 32
SEARCH ENGINE MARKETING
Search Eqfjine Optimization (SEO)
Our efforllswou.ulW Il, ghn w lllhi a (oniljpiru.lhiu.risuve I[ D au.udull wiflizirig lods iridudiing khrefs aril Yoasll. Iflhe unifid au.udull wou.ulld aridllyze
seardii wusuIAllully, review uiridexed Ipages aril Ilodl( for Il(riori issues, review I1,')a ldurill(s aril doniahn au.ulllhiorully, aridllyze IIglp or aink
laindiing pages, n l(e iru.(oninieridallioris Puri (orillu.rill, aril esi1 l,)lushi [nridhimaii ll( I[ D uridu(alloirs ushng uiridu.uslliry sllaridairds.
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Ori(e (onilldu«Ilu«, Illhie I[:.:O au.udull wou.ulN esilall,duslhi a Imsu.lNine fou.uiridalluori for Illhie I[::0 slliralle y moviing forward. Whieri wailding
llo qpdalle (orillu.rill Puri yusull auiillaCau,ulla.(oiiii, we wou.uN siliru.u(llu.uire Ilhe (oinlleinil gIpllpirglpiruallu«Ily aind einsu.uire lhie chile needed for
opfinidll seardii eiri hne iresu.ulllls is Iprovided.
Oin a moirohilly IImsis, we wou.ulN (oridu.ud a sidle ciraA llo review wu.lin lle meiladalla aril dIhed( for I[)r6l(u.ri Iluird(s, (oniljpulle a I,)ad(
laird( iru«Ilpuuirll, m oin llor Ilqlp referriing s lles aril dIhaririu s, aril iderifify seardii (onill efiiloirs. Phe iresu.ulllls ofour moirohilly effoirlls ullll
resu.0 11 hn a Iprogress iru.11poirll Ilhiall wflH n l(e iru.(oninieridallioris for lhie fdlllouri u���urillhi's I[:.:O effoirlls.
Loa,eH time
L". E&6irr vgA K,r«xiges Ida ,061
f Lx F,;� ➢AIW��� ll v 12b, 'ExlerrtW rr anur;(,,,s C,A
0 east: <.!`00 rrrs
tvle 1huirvl: 570-1,000 wis
YIc `,a'Muv "A kJ510-2.0QCp mrn
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Pay -Per Click 011-10
hni hair llo 1[.:0, we wou.ulW sllairll I[)y u«wdllu.uafiri your (u.uiriru.rill Ipaid seardii effoirlls across Googu le, Y61hoo aril IBiri . Keyword
peirforimain(e wou.ulN In aridllyzed aril a slliralle y for hmjpiroveniu.rill wou.ulN I[)e hmjdu.niei nllu.d. A moirohilly I1:1PC iru.11poirll wou.ulN In
provided, hn (orilju.uri(lluori w lllhi our I[:.:O iru.11poirll, highdighifirig areas of growilhi aril fu.ullu.uire fo(u.us areas. We wou.ulN trail I161(u. a
(oniniissuori for arty I1:1PC media I1,da(ed.
69LUNDMARK I BID # ECD-18-19-45 33
SAMPLE PPC REPORT
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69LUNDMARK I BID#E(D-18-19-45
34
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IRK ADVERTISING + C
-18-19-45
2019
COST PROPOSAL
LUNDMARKADVERTISING.COM 1 2345 GRAND BLVD., SUITE 200, KANSAS CITY, MISSOURI 64108 1 816.842.5236
SST PROPOSC
IALI and 1.3.1.2
Afileir (airehil review of Ilhus 111:1:1, ouir [nidgeil overview and Iloll6l fees for Ilhus IpIrojed are idled [)dow:
110 IIA I CA M fs 11 IIN I13U.U1D G [..: 11 S 19 4, 0 0 0
W[.1TIA $164,900
85% of Idle oveii'dH Il,nudgeil 41H In aElowiled Ilowaird irriedia. Ilea media (orrurnission wflH In Ilalken from Idle Il,nudgeiled
louirlsirn Adverilisfing (airripalgin.
AG[:.:NCif l::[:.:[:.: $29,100
0 Researdi $2,750
0 Silirailegy $5,425
0 Cireafive devdopirrienil $10,250
0 Carripalgin Mainagerneinil $10,675
701LUNDMARK, I BID #E(D-18-19-45 2
SST FRD"Ftj'%'l
SEARCH ENGINE MARKETING
1 ..'1 .
MoiinilHNly weird i engine oplluuruuzallion of VusullSauillaCau,ulla,(ouru $750 per uruonll h
ounlHNl I1:1PC Mainagerneinil $1,000 per uruounlllh*
llp Ilo $5,000 per rruonlllh rruedua spend. No (orruuruussuon 41H In Ilalken on I1:1PC rruedua IIda(ed.
701LUNDMARK, I BID # ECD-18-19-45 3
SST FRD"Ftj'%'l
ADDITIONAL MEDIA PLANNING
1.3.1.4
Shm.ulld addi uondl irriedua I[)e(orne avaullall,fle, II...u.unduruairlk (an Ildan and ldue Ilhus irriedua ail a (ouruuruussuon Irene of 1 %.
701LUNDMARK, I BID # ECD-18-19-45 4
SST FRD"Ftj'%'l
HOURLY AGENCY FEE
1.3.1.5
s a fu.ullll servi(e agen(y, II...u.undirnairlk has a wu.allllh of (apalAllufies and Idle al,)flfly ilo assusll fin areas ou.ullside Idle s(olpe of Illhis
I11:1:1 of desired. We (an offer Idle dully of Sainila Clairulla an 5 per Ihour Irene and (an provide a prolled esfirnaile uun advan(e
of any work Il, fin (ondu.uded.
701LUNDMARK, I BID # ECD-18-19-45 5