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2024-08-27 - AGENDA REPORTS - TMD ADVERTISING CONTR
O Agenda Item: 7 1. CITY OF SANTA CLARITA AGENDA REPORT CONSENT CALENDAR CITY MANAGER APPROVAL: TAA,/� DATE: August 27, 2024 SUBJECT: TOURISM MARKETING DISTRICT ADVERTISING CONTRACT DEPARTMENT: Economic Development PRESENTER: Evan Thomason RECOMMENDED ACTION City Council: 1. Authorize the City Manager or designee to award a one-year contract to Lundmark Advertising + Design to provide marketing and advertising services for the Tourism Marketing District for an annual amount not to exceed $357,000. 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 plus an adjustment consistent with the appropriate Consumer Price Index, upon request of the contractor, and contingent upon the appropriation of funds by the City Council in the annual budget for such Fiscal Year. 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 to promote the City as a tourist destination. These include developing marketing strategies to increase visitor attraction, advertising and public relations programs focused on business and leisure travel to Santa Clarita, attending conferences and conventions to promote the City to event planners, and securing other activities and events that bring business and tourism to Santa Clarita. Tourism Marketing District funds are generated from a two percent assessment of hotel room stays in the nine local hotels that are part of the TMD. Page 1 Packet Pg. 281 O The City is seeking a full -service advertising agency to assist with the 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 have a positive economic impact on local businesses. The anticipated advertising campaign would run from fall 2024 to spring 2025. Aside from the advertising component in the scope of work, other services provided by the agency include search engine optimization (SEO), graphic arts, and focused promotion and publicity outside the annual advertising campaign. The City's Purchasing division, in collaboration with the Economic Development division, issued a Request for Proposal (RFP) for a full -service advertising agency to assist with the City's overall brand strategy and various marketing needs. The RFP was publicly advertised from May 7 to June 4, 2024, on BidNet, the City's e-procurement platform. The RFP was downloaded by 85 vendors, and four proposals were received. An evaluation panel comprised of staff from the Economic Development division reviewed and scored each of the proposals using the following criteria: • Experience in developing and managing comprehensive multimedia advertising strategies for Destination Marketing Organizations - tourism programs • Demonstrated capability of developing professional creative content that differentiates a Destination Marketing Organization from its competitors • Experience in conducting research for Destination Marketing Organizations • Cost of services provided • References The following shows the results of the rankings by the evaluation panel: Rank Company Score (100 possible) 1 Lundmark Advertising + Design 97.67 2 Hylink Group 87.67 3 Ntooitive Digital 57.67 4 True Digital Marketing, Inc. 7.33 Reporting of the results of the digital advertising campaign are to be collected on a regular basis and outcomes are to be measured against travel industry standards, including, but not limited to, overall impressions, click -through -rate (CTR), number of clicks, and engagement and lead generation. Results would also be measured against previous advertising campaigns and hotel measurables such as occupancy percentage and average daily rates (ADR). Staff recommends the City Council award the contract to Lundmark Advertising + Design (Lundmark), which achieved 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. Page 2 Packet Pg. 282 O ALTERNATIVE ACTION Other action as determined by the City Council. FISCAL IMPACT Upon approval of the recommended actions, adequate funds will be available in the amount of $294,000 in Expenditure Account 3603504-516104 (TMD/Advertising); $28,000 in Expenditure Account 3603504-516102 (TMD/Professional Services); $20,000 in Expenditure Account 3603504-516105 (TMD/Promotion & Publicity); and $15,000 in Expenditure Account 1003601- 516105 (Art Programs/Promotion & Publicity) to support the award of this contract. ATTACHMENTS Lundmark Proposal Lundmark Cost File Page 3 Packet Pg. 283 7.a OF SANTq CL 9 City I SANTA CLARITA U 9 �FG �soECEMOEP^� ADVERTISING CAMPAIGN JUNE 4, 2024 PROPOSAL #ED-23-24-32 PART I - RESPONSE FILE LUNDMAR-- LUNDMARKADVERTISING.COM 1 2345 GRAND BLVD., SUITE 200, KANSAS CITY, MISSOURI 641 Packet Pg. 284 7.a 0IL•I2! D City of Santa Clarita 23920 Valencia Blvd. Santa Clarita, CA 91355 June 4, 2024 RFP Evaluation Team, Lundmark is thrilled to respond to Proposal #ED-23-24-32. We are a full -service marketing and design agency that has been creating successful solutions since 1947. We take a hands-on approach to our projects, view ourselves as an extension of your team, and pride ourselves on being accountable on all timelines, executions, and budgets. Regardless of industry, client, or objective — we deliver results. We take a comprehensive approach toward understanding your needs and collaborate to implement cost-efficient strategies that produce transparent results. Our staff has a passion for and experience with the travel and tourism industry. Based on our experience working with destination marketing organizations, including Visit Santa Clarita for the past 8 years, we feel we are uniquely positioned to assist with your objectives. In summary, we feel we are the best fit for this project for the following reasons: • Experience — Working collaboratively with Tourism office staff, Visit Santa Clarita's advertising efforts have generated 8 years of growth across key performance indicators. • Team — Our team stays abreast of changes within the tourism industry as well as new media opportunities to ensure we target leisure and business traveler efficiently. • Structure - The unique structure of our firm guarantees that the experience of your account team will include all four of our agency principals. • Size - We're big enough to bring the resources required to successfully manage your account, but small enough to ensure that you get the attention you deserve. • Approach - You will find our comprehensive, transparent approach outlined in our response. We have elaborated on a number of these sections in the coming pages of this document, but please do not hesitate to reach out with any questions regarding our proposal. We greatly appreciate being considered for this opportunity. G►SSGr �4Pic'? Russell Sypowicz Partner I Lundmark Advertising + Design 2345 Grand Blvd., Suite 200 Kansas City, MO 64108 816-842-5236 1 Russell@lundmarkadv.com Packet Pg. 285 7.a TABLE OF CONTENTS Cover Letter 2 Table of Contents 3 Introduction 4 ........................................................................................................... . Research, Strategy, & Campaign Management ............................. 8 Media 10 Creative Development and References................................................14 Assigned Personnel 24 Sub -Consultants ....................................................................................................... 27 Contractor Capability & References....................................................... 28 Additional Data 33 �1+,� Packet Pg. 286 N1010 7.a AUTHENTICALLY DIFFERENT nPPL- LUNDMARK - CELEBRATING 75 YEARS - With over 75 years of experience building brands, we believe in pushing the boundaries, harnessing creativity, and exploring innovative solutions to elevate our clients into becoming authentically different. We differentiate ourselves through these three pillars: ORIGINAL L CREATIVE a EXCITED L>u0 U '�'-'� STRATEGIC Z = 99a 1 Z ~ o DEDICATED F_ TRANSPARENCY 0 ~ U ~ 1 • Cost-effective and competitive solutions LU Z Z c 1 Uj • Void of agency bureaucracy and red tape W � Y 1 aIaLo- > �U E z O ACCOUNTABILITY — Q PIMP'OSIFFl) • Accountable on all timelines, execution and budgets � EXPERIENCED _ E l ` • Flexible to meet deadlines and projects on tight schedules PASSIONATE r 0 a COLLABORATION • Hands-on approach, extension of your team • Multiple client relationships spanning 10+ years Packet Pg. 287 7.a N1010 FULL -SERVICE SOLUTION As a full -service marketing agency, we provide integrated marketing solutions that drive results. Since day one, our vision has been to develop great work, build lasting relationships and deliver strong results. We're relentlessly independent, void of big egos and layers of bureaucracy. We believe in fostering collaborative relationships with our clients and making their lives easier. MARKETING Brand Positioning Marketing Strategy Media Planning & Buying Campaign Management Experiential Marketing Product Launch Retail Sell -In 3600 SOLUTIONS Brand Identity Packaging Merchandising Sales Support Photography Video Production Copywriting Web Design Web Development SEO/SEM Digital Advertising Asset Management Email Marketing Social Media Packet Pg. 288 7.a '161 01 1 10111 1 [• CAPABILITIES As a full -service firm, our expertise extends to the following areas pertinent to this project: RESEARCH Ei MARKETING ANALYSIS Lundmark has experience conducting research that influences strategic marketing decisions. Our expertise includes analyzing existing analytics/data to determine key learnings, managing focus groups and online surveys, and hosting public meetings to gather valuable input from community stakeholders. BRAND DEVELOPMENT For companies large and small, startup to well -established, our tested branding process lays the foundation for your brand to shine. This includes brand positioning, brand identity and refinement, brand collateral, and more. STRATEGIC MARKETING We frequently work with clients to review their brand's perception and position within the marketplace and develop a comprehensive, strategic marketing plan based on data, with clear and measurable objectives. MEDIA PLANNING & BUYING Our understanding and experience with communication channels that include digital, social, print, television, radio, and out -of -home allows us to provide comprehensive media plans for our clients. CREATIVE SERVICES Our full -service creative capabilities provide our clients with everything they need to execute their integrated marketing plans. Whether it's design, copy writing, photography or video, our process focuses on making an emotional connection with the audience and pays special attention to brand consistency across all channels. 0El WEBSITE DESIGN &DEVELOPMENT Our website design and development approach is one of collaboration. More than just producing a site that is aesthetically pleasing to the eye, we consider client objectives including functionality, user experience, ease of updates, and maintenance. SOCIAL MEDIA 10 We manage the social media presence for brands, create social toolkits to engage audiences, and execute targeted social media campaigns to broaden awareness and achieve key objectives. Through collaboration with your team, we develop goals for each social platform and can offer guidance or take full ownership of channel strategy, voice/tone, frequency, and content. ���� Packet Pg. 289 7.a N1010 CLIENT SERVICE PHILOSOPHY PARTNERSHIP We view our clients as partners — caring deeply about not just the success of individual projects but the success of the organization as a whole. It's why we've had effective relationships with many clients for more than a decade. These include publicly traded companies, start-ups, educational institutions, not -for - profit organizations, and governmental agencies. COMMUNICATION The start of our client -focused approach begins with communication. By having the leadership team of Lundmark as your direct point of contact, you can ensure that an experienced individual is managing your a account. We pride ourselves on being extremely responsive to inbound requests, and our clients laud our proactive approach to project management. 0 U CM FLEXIBILITY S Our clients love our flexibility. They can attest that we always meet our deadlines while providing quality work. As an independently owned firm, we are void of the traditional agency bureaucracy and can be more a nimble on our feet. By having a full creative team that is up -to -speed on your brand, we are not dependent on just one team member to execute projects. Our new client onboarding process involves getting our entire team up -to -speed on client goals, objectives, growth strategy, and key initiatives on the horizon. By @ having a diverse team at your fingertips, we can pull in the staff required for any type of project and hit the Q ground running. a L ACCOUNTABILITY We hold our team to the highest standard of accountability. We have weekly internal meetings to ensure -J projects are on track with the timeline specified for each project. It's not enough that we deliver results. We believe we must do so in a way that is on time, transparent, and fair to the budget. Team members are 'E personally accountable for their involvement in each project, and our staff thrives on delivering results. a Packet Pg. 290 7.a ».`I =!\ :Ia:1=2 I :1!1 I aCvAff: AV X41 D1 A\ FPO Ll 0 X4 W AV L\ FA Lundmark has extensive experience managing tourism advertising campaigns from concept to execution. We have outlined our approach and experience in the areas of research, strategy, campaign management, and measurement and evaluation below. RESEARCH Lundmark conducts research that influences strategic marketing decisions. Our expertise includes analyzing existing analytics/data to determine key learnings, managing focus groups and online surveys, and hosting public meetings to gather valuable input from community stakeholders. When planning recent Visit Santa Clarita campaigns, our research included analysis of the following types of data: • Hotel feeder market data — zip codes of frequent travelers. • Tourism reports — CBRE Trends reports on local occupancy, AN and REVPAR. • Google Analytics — geography, interests and behavior details of VisitSantaClarita.com users. • Facebook - audience insights related to social media followers. • Sweepstakes entries — interest data collected from previous online sweepstakes. • Experian Mosaic USA — a subscription data service that divides the US population into 19 Groups and 71 more detailed types. It paints a unique picture of US consumers based on their demographic characteristics, lifestyles and behavior. • Pixel data — pixels provided by media partners and placed on VisitSantaClarita.com have created consumer personas based on the visitors of the website. This data/analysis would serve as a baseline for all media plans moving forward. As pixel technology improves, and data sharing regulations change, we would continuously look to gain access to insights that would help improve our targeting strategy. Finally, as this year's campaign looks to target meeting and event planners as well as leisure travelers, conversations with conference sales managers at various hotel properties may be necessary to fully understand the offerings, current clientele, and appropriate target audience. Packet Pg. 291 7.a D AM D W1'j A DIA STRATEGY It It Once our research and analysis is completed and campaign objectives are clearly understood, we would proceed to developing the strategy for the media plan. Importantly, we have eight years of past learnings that showed us what worked well, as well as areas that can be improved upon. Lundmark would engage media partners that have experience in travel and tourism advertising across a variety of mediums. In addition to radio, television, outdoor and print advertising partners, we've worked with national media vendors that can target any audience we define: a • Digilant - using both deterministic and probabilistic matching, Digilant creates a Cross -Device ID to target users on multiple screens with near -perfect precision. c U • Illumin - Illumin brings media planning and buying together in an interactive and intuitive interface. We N have data from multiple Visit Santa Clarita campaigns to leverage in the future. • Audacy - through their suite of comprehensive digital offerings, Audacy targets users at home, at work, o and on -the go. • YouTube - YouTube is growing at a double-digit pace as linear TV continues to decline. Our past YouTube o campaigns for Visit Santa Clarita have led to increased brand awareness and website traffic. o L a • AdTheorent - AdTheorent uses machine learning and data science to deliver real -world value for advertisers. Their rich media units have historically driven tremendous engagement for Visit Santa Clarita. E J E Lundmark would manage all facets of paid advertising from start to finish, which includes providing reporting to the Tourism division for each media channel. a Historically we have provided bi-weekly campaign updates, as well as presentation decks for TMD meetings as needed. Each goal or objective outlined in the media plan will have associated metrics to ensure measurable success is identifiable. Upon analysis of initial conversions, we would recommend and implement changes with all media partners. Additionally, any campaign will be extensively evaluated during and upon conclusion. Key findings will be shared and discussed and recommendations will be made for future campaigns. Lundmark will provide a comprehensive campaign recap that can be used in presentations to city staff and tourism partners. Packet Pg. 292 7.a 01 I! MEDIA a1 ,BANNING AND BUYING Lundmark has extensive experience planning and purchasing both traditional and non-traditional forms of media for our clients. We partner with a wide range of media companies spanning digital, outdoor, print, and broadcast to meet objectives and maximize results. These partnerships provide us access to premium inventory and preferred rates, as well as planning tools such as Kantar, Nielsen, MRI, Scarborough, and Experian Mosaic. We utilize these tools, and any first -party data provided, to identify personas, create custom audience segments and inform creative messaging. We're data -driven — everything we do is rooted in what the data is telling us — from consumer insight data to campaign performance data. Here are our key travel data partners we might leverage for your campaign. PARTNERS Q ARRIVALIST ARRIVALIST Utilize Arrivalist's reporting to gather future insights into key metrics such as hotel bookings, allowing brands to understand their audience and use these insights for future planning and execution. 0 oxpedia group EXPEDIA GROUP Leverage travel data and audience insights from over zoo - global travel sites to reach your target audience. Top sites within the network: Expedia, Hotels.com, VRBO, and Travelocity. Tripadvisor TRIPADVISOR Utilize one of the largest travel publishers in the market to target your audiences using their first - party data and reach audiences based on interest, in -market actions, and other key factors. * Attain ATTAIN Leverage purchase -based data to reach individuals based on permissioned purchases that signal a high likelihood of travel. They can find users who have transacted with Expedia, Airbnb, Hertz, and other companies. C)RACLE ORACLE Reach your target audience by Leveraging various data sets, including in -market, purchase - based, and custom segments relevant to the campaign. yahoo! YAHOO Capture travel purchases, such as flights and hotel confirmations, through Yahoo Mail, to reach users going to a specific location. BOOKING HGLDiNGS BOOKING HOLDINGS GROUP Tap into their first -party data to find people who are in -market and actively looking to travel There are over io brands within the group, including the top travel sites -- Booking.com, Priceline, and Kayak. * S©JERN SOJERN Utilize Sojern's travel data from over i,000- data partners as well as their reporting to dive into how your campaign is performing and additional audience insights. �, iADDRA ADARA Leverage Adara's reporting & attribution to understand your destinations' travel revenue and other booking data to inform future strategies. Il�ll Packet Pg. 293 01 I! 7.a Media partners would be engaged to assist in the planning and execution of any campaign. We have experience working with a variety of ad tech media partners that specialize in destination marketing, including: [1DIGILAf1T () illumin COu ADTHEOREnT' Aauaacy These partners have extensive experience executing across all channels for clients within the Travel and Tourism sector, including: M61XICO B E tUAsit0d TRAVEL MASSACHUSETTS W{SCNSIN fT'S ALL HERE. '1 �—' .CDM --, M1 IN I" THE REACHES OF + FART MYERS � 1 TOUP11SM AND SANIBEL 1GREAT FAIFS.GREATPLAfE5.6 ASSOCIATION . . . . . . . . . . . . ... Oro ISIT ew ort 'EACH CALIFORNIA W4hua WHILE OTHER COIINTIit VISIT KC T[llh Packet Pg. 294 7.a 01 I! Digital media is ever evolving. Our team stays on top of the latest technology available to help our clients connect with their target audience. DIGITAL MEDIA PLANNING CAPABILITIES DISPLAY MOBILE VIDEO EMAIL SOCIAL RADIO SEARCH a TARGETING METHODOLOGY 0 U S .N 0 BEHAVIORAL CONTEXTUAL GEOGRAPHICAL CROSS -DEVICE ~ 0 CL Digital media is easy to track and adjust based on performance. The benefits of being able to target your o consumer via behavioral and contextual targeting, site and search re -targeting, and geo-targeting are Y extremely valuable, and offer strong ROL J r� N t c� r� r� a Packet Pg. 295 7.a 01 I! Digital media can target consumers in more efficient ways than ever before. A few of the popular tactics we consider with campaigns for our clients include: • Location Targeting — targets an audience by geo-fencing an area and using the user's IP address or device ID. While this tactic can also review past geographic history, we don't recommend going back more than 3-6 months. • Recency Re -targeting — we've all visited a website and then had an advertisement appear for the brand we recently viewed. Recency re -targeting can take this one step further, by ensuring that your audience isn't inundated with ads following a web visit. Using a variety of algorithms, we are able to optimize the frequency and best time of day to serve up the ad. • Behavioral Targeting — this tactic utilizes 3rd party data to identify and target an audience that will be receptive to your campaign. Data analyzed includes online activity, social media behavior, and credit card purchases. • Contextual Targeting — rather than delivering impressions sitewide, software can review the content of the web page and determine if the messaging aligns with your target audience. • Search Re -targeting — serves display or video ads to audiences searching for relevant keywords on popular search engines. This tactic should not to be confused with traditional search engine marketing (SEM). • Custom Whitelists — we can recommend a custom whitelist for websites that most closely align with your target audience. While this tactic comes at a premium, we usually suggest including it at the beginning of a campaign to compare performance. On the flipside, we can blacklist sites that do not align with your brand. • App Ownership — as apps continue to be ingrained into our everyday lives, we can review apps a phone has downloaded and incorporate them as a tactic in your campaign. This can be extremely helpful when attempting to create lookalike audiences. • Cross Device — the global digital consumer now owns more than 3 connected devices. This makes it all the more difficult to engage with your audience with the right message on the right device. Implementing cross device tactics sets up your advertising for success. L a 0 U S .N a 0 th 0 a 0 a r_ J a Packet Pg. 296 7.a AREA] 71CCCr GATEWAY TO L.A. 0 find SAN7A Cl,AR1TA. w find �M SAN� C1.AR CONTACT REFERENCE: Evan Thomason Economic Development Associate City of Santa Clarita ethomason@santa-clarita.com (661) 255-4347 •1: VISIT 1� W GATEWAY TO L.A. S/IN' ! • BRAN66N GROTE5QU€ &"tis�C�vtr, isntr 4i'4nta $viti.Cf��'iw Swira�f,Fs� ;Z;W&A kt-&O+h, 44kaLkh, find �. SANTA cLARITA! -HE CHALLENGE It had been a number of years since Visit Santa Clarita, the destination marketing organization for the Santa Clarita Valley, revisited their brand positioning. Lundmark was engaged to evaluate the current landscape, develop a new identity to differentiate the destination from area competitors, and execute a marketing campaign to showcase the new - and -improved brand. a Packet Pg. 297 7.a CREATIVE 0 REFERENCE 84441 MV& RESEARLH •1: A variety of research was conducted to develop the profile of the current Santa Clarita visitor. Discussions with Santa Clarita staff and tourism partners were held to coincide with online surveys of potential travelers to measure the perceived value of amenities and attractions. Specific resources that were included in our analysis included: • Google Analytics • Search engine optimization reports • Hotel feeder market data • CBRE occupancy trend reports • Search terms on the current site • State and national tourism reports • Demographic/psychographic clusters that matched current analytics of website visitors and theme park travelers Los Angeles Tourism Market In 2015, domestic visitors comprised 77 % of total overnight visitation. Top 2 markets = Local-cnttntp LA area and San Francisco Bay Area. O.t of LA's top 10 domestic overnight markets, five are located within California. 2015 Los Angeles Domestic Overnight Visitor Regions As a Percent of Total Domestic Overnight Vlskstion Los Angeles County ",'% 4uses =County (OC, SRem, Rw. Ventura) 9.1% Los Angeles 5-C—ty Area 20A% Oft, califomia 283% Tole) California Total Out -Of. -St. Qe% 10.0% 20.0% 30.0% 40.0% 50.0% mcl% Svurcer Lang—ds Ini —noel, Los Angeles Tourism & Comvennon 8oerd 2015 Campaign Results — Entrant Travel Interests • Five categories were listed on more than 25% of all respondents travel interests. Wine Tasting, 3F Food & wine E—t,, 433 ■jIII IIpil'l1AN�=11111 ■JUP1111111:1 Finally, we conducted a competitive analysis of nearby destinations and their positioning in the marketplace. Proximity — Springboard for Los Angeles 0 hlamy Los Angeles atneacnons are within .30 miles of Santa Clarita, including: — Universal Studios Hndytivood. — Holltnwood Walk. of Fame & - Thea res — Los Angeles -Loo l c j ® e — Griffith C)hservatory — La Brea Tar Pits Universal Snrdios Hollywood visits are estimated to have _ c� increased by 38% since 30 mile radius of Santa Clarita Ti—,ding World of Harry Potter has opened ,,.. Wj41ILIIIV,lelA 3 a 0 U .N a 0 F— N 0 CL 0 L a Y L E i J r- W E M a Packet Pg. 298 61! 7.a REFERENC santry (&V& POSITIONING STRATEGY Data collected from our research efforts resulted in a new positioning strategy for Visit Santa Clarita. We noted that many Los Angeles attractions were within thirty miles of Santa Clarita. Given this proximity, travelers could utilize Santa Clarita as a springboard for their entire Los Angeles vacation. Coupled with the value accommodations and family -friendly attractions offered, Santa Clarita would be henceforth be known as the "Gateway to L.A." Lki1= ►I rl c= EXECUTION A new brand identity was developed which paid homage to Six Flags Magic Mountain, the highest recalling attraction in the area. A lockup utilizing the "Gateway to L.A." tagline was included, as were other lockups specific to internal branding efforts. A style guide was developed to ensure the new brand identity was implemented appropriately across staff, tourism partners and external vendors. The new brand was launched through an integrated, comprehensive digital marketing campaign that targeted visitors based on geographic location, demographic preferences and propensity to travel. Creative elements featured the variety of unique attractions that travelers can only find in Santa Clarita. �M W wa. af+91W aeisneam 8e.m ePe.ite� Yri948arAa� at1Ya .._•.amir+w....n.4m�.a<mmona4ctirwmMbw.rur^rw.a, Im�ting Pcr99a�aYN�S winfah WM ert all: r.:lusrvC vaCstail... A LEAD ACQUISITION DIGITAL ADVERTISING Find in SAN _A LAN EMAIL MARKETING \tiin9 S�od4 G8tNN2Yi a.ya.¢a Mixmr+rWyk`M1. Pa �... y�,a� �g r4Nsm9h Fe�rp]: e4rmaa'� eq r .(.0 V.�Xrzna F9Gmm�txs ..; W.as ll Q Gvnnpr. A SM1an Eaxperien Su. "I" MW MpanUin and a PielY mf outtloor reoeealimn oppon"ilies .yA Fild Excitement Fin' All earn Mcr_ Q Y2 l' Ccmnerm 1� shire PAID SOCIAL MEDIA ADS 3 a 0 U .N a 0 CL 0 L a E r_ J E a Packet Pg. 299 7.a CREATIVE 0 REFERENCE find GLARITA. •1: 5ANTA CLARITA? DIGITAL ADVERTISING RESULTS Feedback received from the destination marketing organization and their clients was overwhelmingly positive. More than 4,500 leads were captured in just over six weeks, and corresponding email addresses were added to the client's database for future marketing efforts. Finally, page `likes' on Facebook, where the contest was hosted, jumped 242% in one month. t, ae vP. raaev tp amm�a!raa? ax new aace a�ke Srcare program can take you arrywnere You want ro go,jRst Dwvnkatl the aRP aiM start riEingl U.u!te cotla pttitleSC for a free gP cre6t!;k; S L a L i 0 U .N N a 0 F- 0 CL 0 L a E r- J r- W E a qj Packet Pg. 300 7.a AREA] 71CCCr LACA BLACK ABCOEFGHURLM NOPQRSTUVWXYZ .bcA.fghijklmnnpgrvtu -Yz 923458T890:+a p $%'&-() 0 •1: CROWN C) CENTER Futura SO DEFGH11 KUANOPQASTUVW a6.de(9h'ijkl..W9 tu—yz 123A56789010k$%^&'j) CONTACT REFERENCE: THE CHALLFmr- Anne Deuschle Marketing Director As Kansas City continues to grow as a place to live and be entertained, Crown Center Crown Center was looking to drive traffic amongst their target anne.(816) 74-59e@hallmark.com (816) 274-5916 audience of families and downtown dwellers. A refreshed brand and comprehensive analysis of current event marketing was required to meet the goal of driving visitors to Crown Center's shops, restaurants, attractions, and events. L a L i O U T d a 0 N O Q O L a L E i J r-� r— N E t c� r� r� a Packet Pg. 301 CREATIVE DEVELOPMENT 5 REFERENCES PRIMARY TARGET: Lives in the Kansas City DMA Female 25-45 • Married with children COLLEGE GRADUATE+ A HOMEOWNER (�n WORKS PART-TIME HHI $50K - $200K MEDIUM -HEAVY OWN A 72�/u INTERNET USERS 97"/0 $MARTPHONE SPENDS HOURS A WEEK ONLINE SECONDARY TARGET: Lives in the Kansas City DMA Downtown Dwellers Adults 18-34 Occupation: professional or related occupations • College Graduate+ (0) SKEWS FEMALE WORKS FULL-TIME 80°!u MEDIUM -HEAVY INTERNET USERS LIVING WITH PARTNER HHI $60K - $150K SPENDS HOURS A WEEK ONLINE 61! 7.a REFERENC CROWN C) CENTER POSITIONING STRATEGY Lundmark incorporated Crown Center's history, variety and quality into a strategic marketing plan that informed, persuaded and reminded the target audience of the uniqueness of Crown Center and its events. The research efforts resulted in the brand campaign "Uniquely Kansas City, Always Crown Center." A new positioning statement was developed to influence the creative messaging and ensure it resonated with key audiences. CREATIVE EXECUTION Speaking to its rich history, vibrant present, and exciting future, the new brand campaign highlights Crown Center as a treasured part of Kansas City. The campaign uses illustrations to demonstrate the wide variety of restaurants, shops, and attractions available at Crown Center. As if following a delightful maze, each image leads to another, featuring endless opportunities for fun. The campaign was executed across out -of -home, digital and print ads, radio, and paid social media. TIII%N P.Y.i� DIGITAL ADS EMAIL BLAST RESULTS PRINT ADS Positive feedback on the new brand was received from the client, merchants, and attractions at Crown Center. Each form of media executed was tied back to measurable performance indicators. Quality website traffic increased and foot traffic was recorded as higher than the previous year for each event and exhibit. Packet Pg. 303 7.a AREA] 71CCCr 0 •1: SANTA CLARITA) M.COM .r ----- FSMV,A,Ct-ARIVA .,,-,.�o+� SANTA CLARITA a co"ere To Find Where To FindArtist p L Public Art s evelOpment 0 N N — ,COM IM SANTA CLAA , � r i i cC N Where 0 0 To Find EXPO � Y L public Art J EXPLORE �r ..s EXPLORE d SANTA CLARITA .g9.CQM EXPLORE � Q Vk&re To Find Art Exhibitions CONTACT REFERENCE: THE CHALLENGE Katherine Nestved Arts Coordinator The City of Santa Clarita provides vital arts programming including City of Santa Clarita artist receptions and exhibitions, education/ community events, and KNes(661) 2ed@santa-clarita.com art-s ecific events, but lacked a formal marketing strategy to promote (661) 250-3777 p g gY these programs. Lundmark was enlisted to better understand the target audience, develop a marketing strategy, and execute a campaign that drives awareness of SantaClaritaArts.com as a repository of information for local art opportunities, events, and culture. Packet Pg. 304 • 1 ! a 7.a REFER: SANTA CLARITA RESEARCH Xom Lundmark conducted an Audience Analysis and Media Audit, which examined relevant data associated with those interested in the arts in Santa Clarita and the channels available to communicate with this audience. First party data from City owned or operated properties including websites, social media accounts, and past surveys were analyzed for key findings. Additional conversations/ surveys were executed amongst members of the Arts Commission, staff from various City departments, and Santa Clarita based arts organizations. Finally, a stakeholder survey was sent to twenty (20) arts organizations based in the Santa Clarita Valley. FIGURE 37 EFFECTIVENESS OF COMMUNICATION EFFORTS Email O Smart phone application that would allow you to communicate with O the City, report issues, receive updates City website a Newslettan and other materials mailed directly to your house a m Social media sites such as Facebook, Twiner, and Instagram O m Text messages O Town Hall style meetings a °D Public service announcemonts on local radio stations 0 m Advertisements in local papers a ■Very effective ■somewhatefiectire 0 10 20 30 40 50 60 70 80 90 100 % Respondents Tracking pixels were placed on SantaClaritaArts.com with the goal of creating a more robust consumer profile. Similar to analyzing index data from a survey, this pixel data illustrates the consumer personas that are more likely to engage with the website being analyzed. Music Loving Vacationers Sat more likely to engage Audienco 2: Home and Garden Shoppers 43x more likely Audience 3: Healthy Foodies Oat more likely Domest,c and Fa.ign Varatkan.rs - Music Enthusiast - Ynd.Mcp listeners R-tensor D- - Gambling Interest - connected m Mafe Spanah Speak—, Bargain & T 1 Shoppers, Poh—i & Cui— )merest ad Hare & Gaden St.cppers. - Interested n Hone Improvement and Bed/lath young Families a ..-. - Afunrry to Cueure & Arts Frequent Shoppers ' r - T—L/T—port ton Industry Proiessianais - Conneaed ro &11— L-9 Vacationers & Pdmca7 & CuA: m interest - Enjoys. Cooking & Eatng Out Healthy Uli-tyle . oi.t and V14,q t toot 1 .t.-st - Beauty, Travel and leerve Intent - Sin i r to Hone and harden Shoppers, the audience ha a delve for Home Improvement - Connected to E h Savvy Parents - a rr O U i .N N a 0 F- N O Q 0 a Y E i 7 J r-� r- W E a Packet Pg. 305 7.a AREA] 71CCCr 0 SANTA CLARITA .COM POSITIONING STRATEGY •1: The summary of our findings led to a better understanding of the socioeconomic, demographic and behavioral makeup of our target audience. Generally speaking, the audience of the Santa Clarita arts community was local to the Santa Clarita Valley, affluent, and digitally savvy. The media consumption patterns and communication preferences identified in our research were incorporated into a comprehensive marketing plan. CREATIVE EXECUTION Lundmark executed a campaign that targeted residents with engaging ads across multiple digital platforms to increase the awareness of the website. The creative and messaging focused on the areas of public art, artist development, art exhibitions, and calls for artist engagement, positioning SantaClaritaArts.com as the source for arts and culture in Santa Clarita Valley. SANTA CLARITA;.COM Where To Find Public Art EXPLORE RESULTS SANTA CLARITA)LIZ11C,.COM 'gars To Find Artist Development a EXPLORE Nearly 6,000 page sessions were generated across the 3-month campaign, more than double the 3-month period preceding campaign launch. Engagement on social media increased via comments, saves, and shares of various ads. L a 0 U T as a 0 0 a 0 a Y 0 J r-� N E a Packet Pg. 306 7.a DAU=!Wfe At Lundmark, our leadership team is actively involved with every client. We're not a big agency that will pass you off to a junior -level employee. The team below will work intimately on all projects with the City of Santa Clarita. Russell Sypowicz, former employee of the City of Santa Clarita and current project lead with Santa Clarita Tourism and Santa Clarita Arts, will be the lead point of contact for all projects. Professional and educational backgrounds for each of our principals can be found at the Linkedln links below. PROJECT ROLE: • Project Manager • Campaign Strategy PROJECT ROLE: • Project Manager • Research Strategist • Media Planner BRANDON MYERS President Brandon has over 20 years of account management experience working for a variety of clients in varying categories. His expertise in the hospitality, travel, and consumer industry has provided key insight to large iconic brands as well as small startups. In his role as President, he oversees client management, marketing strategy and vision for the agency. However, his primary focus is on building strong, collaborative relationships that build brands and drive growth. Q EDUCATION UNIVERSITY OF KANSAS o • BS, Journalism, Advertising v CM S SKILLS N E Creative Strategy, Project Management, Brand Execution, Relationship Cultivation, Digital -tea Marketing. Q Lundmark: 2003 — Present 0 ® linkedin.com/in/brandon-myers-Ob4b653/ th RUSSELL SYPOWICZ Director, Brand Strategy Russell has six years of economic development experience with the City of Santa Clarita where he oversaw record growth while managing the film and tourism offices. During his time there, Santa Clarita received a number of accolades, including being named the Most Business Friendly City in Los Angeles. Russell has worked with commercial real estate brokers, community college partners, workforce development centers, chambers of commerce, and economic development corporations on programs that produce results. EDUCATION UNIVERSITY OF SAN FRANCISCO • MA, Sport Management GONZAGA UNIVERSITY • B. Ed, Sport Management SKILLS Brand Strategy, Media Planning and Buying, Email Marketing, Website Redesign Process, Sponsorship Integration & Activation, Sport & Event Tourism, Event Planning, Project Management. Lundmark: 2016 — Present ® linkedin.com/in/russellsypowiczl Il�ll Packet Pg. 307 7.a DAU=!Wfe .I PROJECT ROLE: • Art Director • Graphic Designer • Copywriter KIA HUNT Creative Director Kia is the right side of the respective Lundmark brain. She has the unique ability to transform business objectives into relevant brand communications that build equity and relationships with customers. A passionate and gifted brand storyteller, Kia's medium is limitless, from print to packaging, collateral to corporate identity and everything in between. EDUCATION ORAL ROBERTS UNIVERSITY • BS, Broadcast Design • Emphasis in Advertising and Public Relations SKILLS Graphic Design and Production, Branding and Identity, Creative/Art/Photography Direction, Team Management, Customer Service, Project Management and Status Maintenance, Print Industry Expertise and Consultation, Copywriting. Lundmark: 1996 — Present ® linkedin.com/in/kia-hunt-33b8l191 NICK OGDEN Digital Director Nick logically processes thoughts into pixels and bytes. On the leading edge of graphic design, he's responsible for innovation in design and digital at Lundmark. In addition, Nick is also a skilled photographer and retouch artist. EDUCATION NORTHWEST MISSOURI STATE UNIVERSITY • BFA, Fine Arts, Graphic Design PROJECT ROLE: SKILLS Graphic Design and Production, Branding and Identity, Photography, Videography, Social • Web Developer • Graphic Designer Media, Web Development, Copywriting. • Copywriter Lundmark: 1999 — Present ® linkedin.com/in/nickogden/ 3 a 0 U a� S .T d a 0 0 CL 0 a E r- 0 J r- W a Il�ll Packet Pg. 308 7.a DAU=!Wfe The Lundmark leadership team is supported by a group of multi -talented team members. With 12 full-time team members, the staff featured here will assist in their areas of specialty throughout each project. RUSSELL Director, Brand St — Account Management Strategy Media Planning BRANDON President Account Management Strategy KIA Creative Director Creative Direction Copywriting Graphic Design SARAH LAURA FAITH Account Manager Production Manager Graphic Designer Account Management Production Production Art Social Media Graphic Design Creative Strategy Project Management LINDSEY COLIN Account Coordinator Graphic Designer Account Management Production Social Media Graphic Design Search Engine Optimization Branding NICK Digital Director Web Design/Development Search Engine Optimization Digital Media Video Production IAN Senior Graphic Designer Web Design/Development Motion Graphic Design Photography 5 Video Production AMY TAYLOR Graphic Designer Graphic Designer Production Creative Design Graphic Design Branding Branding Photography a i Packet Pg. 309 7.a :M4[61\1L"11JMF No sub consultants are anticipated to be used for this project. DESIGNATION OF SUBCONTRACTORS/SUBCONSULTANTS PROPOSAL # ED-23-24-32 Advertising Campaign City of Santa Clarita, California Listed below are the names and locations of the places of business of each subcontractor, supplier, and vendor who will perform work or labor or render service in excess of % of 1 percent, or $10,000 (whichever is greater) oft he prime contractor's total bid. If no Subcontractors will be used fill out the form with NA. Please add additional sheets if needed. Subcontractor N/A DIR Registration No. Dollar Value of Work Location and Place of Business Bid Schedule Item No's: Description of Work License No. Exp. Date: / / Phone ( ) Subcontractor N/A DIR Registration No. Dollar Value of Work Location and Place of Business Bid Schedule Item No's: Description of Work License No. Exp. Date: / / Phone ( ) Subcontractor N/A DIR Registration No. Dollar Value of Work Location and Place of Business Bid Schedule Item No's: 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 contractorto submit a proposal that is authorized by Section 7029.1 of the Business and Professions Code or by Section 10164 or 20103.5 ofthe 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. Packet Pg. 310 • 7.a In addition to the work supplied in the Creative Development & References section, we wanted to provide additional relevant work for your review. CREATIVE DEVELOPMENT CONTACT REFERENCE: Bethany Rose Regional Marketing Director Five Star Parks 8 Attractions bjagels@gmail.com (816) 838-7269 Nyd � or X�h bf�e Rena RrvY of ry�rgls r=hesk,zY Irv+. weld rldey, rvnd mrvra lacoriarvs f �ozr km11Y Irv. CONTACT REFERENCE: Kayla Halchak Membership Manager South Carolina Aquarium KHalchak@scaquarium.org (843) 579-8541 ta THE l jer ��B A FRIEND OR A FEW FERRIS,:� yo.`a WH E fa S SOUTH CAROLINA AQUARIUM F + s` for with C Q 0 a L E 19 South Carolina 3 Aquarium W Fff n.m. �y ylyla! ewe Y •ra Packet Pg. 311 CONTRACTOR CAPABILITY � REFERENCES Sunday, June 5 EE ADMISSION ,3R09 W. 47th Ave ST4,nAVE / e .� _1. a' " FOOD I DRINK MUSIC KIDS' ACTIVITIES � b iNilvh•I1►a: V1f "TMAV TO LA. CIE T4�r"qvE ,unsay, June 5 Noon - 4"PA 2809 W. 47th Ave FOOD • DRINK • MUSIC •KIDS' ACT ' VIiIES ND- one slue Nme FREE KIDS'_ eoo„re Houz.z • eolloon AHiX ACTIVITIES Crary Hairanin • AiHzruzh iaXoo Anizr Am FMEE P.,kr, MEETROO SOME ORIL mfFREE MITI HRE DNS... MORE PLAY. . 4 CTt' e..k Submit a qualifying RFP and receive a $250gift card* F00�� �EST4�`"gvE • CCATNAY F FREE Parking FREE Wig COsh Back MEETING HERE MEANS... 141EWORK- MORE PLAY. SOME WORK. �r.. MORE PLAY. • 7.a SEARCH ENGINE MARKETING SaAfA/ Cf&..r& CASE STUDY: WEBSITE SEARCH ENGINE OPTIMIZATION THE CHALLENGE Lundmark had been a valued partner of Visit Santa Clarita, the City's destination marketing organization, for a number of years. After demonstrating success with their annual marketing campaigns, Lundmark was enlisted to optimize their website, VisitSantaClarita.com. THE SOLUTION Our efforts began with a comprehensive SEO audit utilizing tools including Ahrefs and Yoast. The initial audit analyzed search visibility, reviewed indexed pages and identified known issues, reviewed backlinks and domain authority, analyzed top organic landing pages, and made recommendations on content. The SEO audit established a baseline foundation for the SEO strategy moving forward. On an ongoing monthly basis, Lundmark conducts site crawls to review website metadata and check for broken links, monitor top referring sites and channels, and identify search competitors. The results of our monthly efforts are outlined in a progress report that also outlines recommendations for the following month's SEO efforts. THE RESULT VisitSantaClarita.com has been steadily improving its site health with each month's search engine optimization efforts. These efforts enhance user experience by reducing broken links and optimizing site speed for better overall performance. Load time Health score 69 . ia�e If11AL mptA w,Rwtt iolast M. ahrefs • Fast: <500 ms Medium: 500-1,000 ms Slaw: 1,000-2,000 ms • Too slow: >2,000 ms URLs crawled Internal pages 1,177 2,061 External pages 168 Intemel resources 586 V 126 External resources 34 r �(l(I�IIi Packet Pg. 313 • !1FA W r6l .'1ff4W-A !j \ 7.a CROWN n) CENTER CASE STUDY: PPC MANAGEMENT THE CHALLENGE Crown Center, a shopping and entertainment district located in Kansas City, Missouri looked to increase its brand visibility by gaining stronger website traffic and online exposure overall. Lundmark was tasked with developing a PPC strategy that would strengthen their account performance and lead to an increased awareness of the shopping center and merchants. THE SOLUTION We started our process by evaluating their current paid search efforts across Google, Yahoo, and Bing. We analyzed the keyword performance and conversion types, while also reviewing the campaign and ad group performance to ultimately execute a PPC strategy for improvement moving forward. THE RESULT Over the past 5 years, we have consistently increased their monthly impressions, clicks, and conversions, while providing a monthly PPC report to highlight areas of growth and future focus areas. 1 Account Pate Impressions C111ks C711 Cost b. ms� sc.on sa �3.s,% s3,uza ae- 1a ssa%b s3aa3.ys saber San 3 a L i U Avg CPC Conv. Conv, Rate Cost/Cony. Searth Las... sa+s M„a a+sd% snn nJa% ,6.,d .151 3i3ax ,dn nA6% C o a I��IIi Packet Pg. 314 • 7.a INFLUENCER MARKETING CROWN C) CENTER CASE STUDY: INFLUENCER MARKETING THE CHALLENGE Crown Center, a family -centric shopping and entertainment district in Kansas City, engaged Lundmark to manage omnichannel campaigns aimed at promoting exhibits and programming throughout the year. The agency was specifically tasked with developing and executing influencer campaigns to capture new audiences and enhance brand awareness and loyalty. THE SOLUTION Lundmark assessed the digital influencer landscape within the Kansas City region to identify top creators who specialize in family -friendly content. The strategy included partnering with established creator groups and prominent local influencers. Lundmark oversaw the coordination, content management, scheduling, and reporting, ensuring each campaign delivered the intended messaging effectively. THE RESULT Every campaign has been bolstered by the authentic, user -generated content from the influencers. Specifically, during the Christmas campaign, the content reached over 100,000 individuals, with more than 40% being non - followers of Crown Center's social accounts. The campaigns resulted in over 1,000 new followers and garnered more than 150,000 content views. Due to the outstanding performance, Crown Center has chosen to invest more in influencer marketing than other traditional marketing tactics they had previously favored. Packet Pg. 315 !\0l0111101► V1Mb1!rr! 7.a UNDERSTANDING THE INDUSTRY With more than a decade of experience in the industry, we understand the value and challenges facing destination marketing organizations like yours. Lundmark understands... 1. The importance of DMO's building and maintaining a positive relationship with the business community. 2. The economic impact that leisure travel, meetings and cultural/sporting events drive at the local and regional level. 3. The value that travel and tourism provides in the development/redevelopment of a community. 4. Supporting this development can ultimately lead to the further development of attractions and amenities. 5.The necessity to keep local residents, businesses and elected officials informed of the great work accomplished by your organization. This understanding has provided value for Visit Santa Clarita in the past and will undoubtedly do the same moving forward into the future. generation �approximateiy j:D days per year), closely followed by Gen Zers (approximately 29 days per year.) Domestic flight searches were up for 2023 compared to 2022 while international flight searches increased 64%. international traveler supported by direct travel was for leisure revenue in 2023 expenditures in the traveler expenditures purposes in 2023 L- U.S. in 2023 j1W in 2023 JOL 'Source: U.S. Travel Association 1 https.11www.ustravel.orglsites/default/filesl2024-03INationai%2OData_O.pdf Packet Pg. 316 7.b OF SANTq CL 9 City I SANTA CLARITA U 9 �FG �soECEMOEP^� ADVERTISING CAMPAIGN JUNE 4, 2024 PROPOSAL #ED-23-24-32 PART II - COST FILE LUNDMAR-- LUNDMARKADVERTISING.COM 1 2345 GRAND BLVD., SUITE 200, KANSAS CITY, MISSOURI 641 Packet Pg. 317 7.b • 1.3.1.1 and 1.3.1.2 After careful review of this RFP, our budget overview and not to exceed fees for this project are listed below: TOTAL ADVERTISING CAMPAIGN BUDGET - $294,000 MEDIA - $260,750 • 88.6% of the overall budget will be allocated toward media. No media commission will be taken from the budgeted Tourism Advertising campaign AGENCY FE$33,250 • Research & Strategy Development - $8,500 • Creative Design - $12,250 • Campaign Management - $12,500 3 a 0 U .N d a 0 U- th 0 U L E i J r-� r— N E t c� a Packet Pg. 318 7.b .VDIM T-■"►\FPO I►\1!!!M► 4WAVD 1.3.1.3 Our not to exceed fees for this project are listed below: MONTHLY SEARCH ENGINE OPTIMIZATION OF VISITSANTACLARITA.COM - $750 PER MONT MONTHLY PPC MANAGEMENT - $1,000 PER MONTH* *Includes managing up to $5,000 per month in media spend. No commission will be taken on PPC media placed. Packet Pg. 319 7.b A 0101111010 VAMin1201VIEUW-! DIM—IALM"MMDiEVA 1.3.1.4 Should additional media become available, Lundmark can plan and place this media at a commission rate of 10%. Packet Pg. 320 7.b 611 I N WMA 1.3.1.5 As a full -service agency, Lundmark has a wealth of capabilities and the ability to assist in areas outside the scope of this RFP, if desired. We can offer the City of Santa Clarita an $85 per hour rate and can provide a project estimate in advance of any work being conducted. Packet Pg. 321 7.b 1.3.1.E Lundmark can assess the digital influencer landscape and identify travel writers and creators who specialize in content that would resonate with Visit Santa Clarita's target audience. Our responsibilities would include influencer discovery, development of a content calendar, payment coordination, execution management, and reporting. Given the wide range of variables that would affect pricing for this initiative (number of influencers, length of campaign, etc), we can offer our hourly rate of $85 for this type of program. A project estimate that details fees more clearly can be developed once additional details are confirmed. Packet Pg. 322