Wicked Bionic, LLCThe City of La Quinta
78495 Calle Tampico
La Quinta, CA 92253
ATTN:
Marcie Graham
Marketing Manager
E-mail:mgraham@laquintaca.gov
Phone: 760-777-7032
RFP MARKETING, BRANDING, CAMPAIGN
DEVELOPMENT & DIGITAL MARKETING SERVICES
Wicked Bionic, LLC
1516 Westwood Blvd., #202
Los Angeles, CA 90024
424-294-2533
CA Small Business Enterprise #2003506, Federal Total Small Business
DUNS: #088676880, CAGE: #7QAJ5
Tax ID: #47-3946294, INSURED
Certified: SBE, WBE, WOSB, LGBTBE, DOBE
NAICS: 541613, 541830, 541810, 54185, 54189, 541430, 512110, 541511
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 1
TABLE OF CONTENTS
Items Page
Title Page
Table of Contents 1
A. Cover Letter 2
B. Background of Agency and Experience 5
C. References 7
D. Disclosures 11
E. Proposer’s Warranty/Guarantee of Work Product 11
F. Subcontracting 11
G. Insurance Coverage 11
Response to Scope of Work: Work Plan
- 1. Graphic Design
- 8. Digital Services
- 9. Media Buying
- 10. Brand Enhancement
12
Cost Proposal 16
Appendix - Supplemental Information
●Resumes - Key Personnel
●Work Samples
18
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 2
A. COVER LETTER
The City of La Quinta
ATTN:
Marcie Graham
Marketing Manager
E-mail:mgraham@laquintaca.gov
Phone: 760-777-7032
Subject:Marketing, Branding, Campaign Development and Digital Marketing Services
Wicked Bionic, LLC. (Wicked Bionic) would like to thank you for the opportunity to submit
on the Marketing, Branding, Campaign Development and Digital Marketing Services
RFP for the City of La Quinta.
Wicked Bionic is currently headquartered in Los Angeles with over 40 combined years of
experience in multicultural marketing and advertising, marketing strategy, media
campaigns, media planning, media buying, graphic design, copywriting, production, and
research services.
Wicked Bionic has performed work in similar size and scope relating to Solicitation and has
a highly accomplished team to fulfill this SOW.Wicked Bionic accepts all of the
requirements for this Contract as shown in the Solicitation.
Wicked Bionic seeks to bid on the following components:
●Graphic Design
●Digital Services
●Media Buying
●Brand Enhancement
1. Official authorized to bind the agency
Wicked Bionic confirms Dana C. Arnett is CEO of Wicked Bionic, representing all interests,
and is the authorized point of contact for this Solicitation.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 3
2. Printed name, address, phone number, and e-mail address of agency's contact
person;
Name Title Address Phone / Email
Dana C. Arnett CEO Wicked Bionic, LLC
1516 Westwood Blvd., #202
Los Angeles, CA 90024
(w) 424-294-2533
(m) 310-951-3709
dana@wickedbionic.com
3. Location of agency's main office;
1516 Westwood Blvd., #202
Los Angeles, CA 90024
4. Location of the office that would service this project
1516 Westwood Blvd., #202
Los Angeles, CA 90024
5. A validity statement stating that all information and pricing provided in the
proposal is valid for at least ninety (90) days
Wicked Bionic confirms that all information and pricing provided in the proposal is
valid for at least ninety (90) days.
The team at Wicked Bionic has the experience, talent, expertise, and resources necessary
to perform branding, media buying, and digital services that support the needs of the City
of La Quinta. In addition, we are experts at strategically and creatively assisting brands with
messaging that engages and attracts the diverse communities in and surrounding the City.
We deliver successful media buying campaigns locally and statewide in English and to
native language-speaking members of every community including Hispanic, Asian, and
African American communities on multiple platforms. The agency has extensive
experience with media placement strategies, setting KPI’s, optimization, analytics and
reporting.
We feel fully qualified to execute this SOW based on our background, resources, data
sources, branding, and community engagement experience. We’ve provided work samples
that demonstrate our past performance. With our expertise reaching and exciting local
markets and supporting brands, Wicked Bionic is uniquely positioned to connect and
support the City of La Quinta’s initiatives and brand goals.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 4
Declarations:
●Wicked Bionic fully understands the scope of work, standards, and requirements set
forth in the Solicitation and affirms capability exceeding requirements as the
contractor for the work.
●Wicked Bionic confirms that all information submitted with the proposal is true and
correct and that the undersigned individual has the ability to bind Wicked Bionic to the
terms of this proposal.
●Wicked Bionic also possesses the following socio-economic designations:
○DGS SBE Certification #2003506
○WBENC Certification #WBE1701679
○LGBTBE #17033
○DOBE #DISABIN31024
Please call me at the office at 424-294-2533 or mobile 310-951-3709 or email me at
dana@wickedbionic.com if you have questions regarding this proposal.
Sincerely,
Dana C. Arnett, CEO
Wicked Bionic, LLC
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 5
B. BACKGROUND OF AGENCY AND EXPERIENCE
1. Number of Years in Business:Over the past seven years, as a Southern California
multicultural marketing and advertising agency with a team that has over 45 years of
professional experience, Wicked Bionic, LLC understands how to develop well-crafted and
innovative branding that maximizes brand cohesion and community engagement. We
ensure that brands speak their consumers' literal and figurative languages driving them to
explore exciting new experiences with communities like the City of La Quinta.
We help organizations extend their community reputation, maintain their quality and brand
standard, and present a distinct vision of what and who they represent. We do this by
developing clear brand design and messaging that appeals to the diverse consumers they
serve. Our agency develops marketing strategies for initiatives that connect with desired
consumers and effectively create buy-in and engagement with an appealing brand image
that reaches its intended audience.
2. Taxpayer Identification Number:47-3946294
3. Project Manager and Key Personnel:
Role Description for this Project Contact Information,
Phone, Email
Location
Contract
Manager
Agency’s primary POC for contract
management and administration
Dana C. Arnett
dana@wickedbionic.com
(w) 424-294-2533
(m) 310-951-3709
Los Angeles, CA
Brand Strategy,
Marketing,
Media Buying
Strategy
Brand analysis and development,
multi-platform messaging strategy,
multicultural engagement,
performance KPIs, optimization
and analysis
Carlos Sapene
carlos@wickedbionic.com
(w) 424-294-2533
(m) 310-279-3589
Los Angeles, CA
Marketing
Manager,
Project
Manager
Market research, traditional, digital
and OOH media buying,
placement, tracking and
performance reporting
Jessica Naves
jessica@wickedbionic.com
(w) 424-294-2533
(m) 323-528-5700
Los Angeles, CA
Design Creative Brand Style Guides, designs for
advertising, collateral, and all
Ryan Ward
ryan@wickedbionic.com
Los Angeles, CA
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 6
other creative assets (w) 424-294-2533
(m) 213-321-1077
-See Resumes in Appendix
4. Agency Ownership:Wicked Bionic is a Limited Liability Corporation (LLC) registered
in 2015 in the state of California.
5. Agency Subsidiary/Parent Company: N/A
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 7
C. REFERENCES
Project LOS ANGELES PUBLIC LIBRARY
Client Project Manager
Telephone Number
Email
Lauren Skinner, Communications Director
(213) 228-7565
lskinner@lapl.org
Project Description
Media Planning, Media Buying, Media Placement: Create and
expand public awareness of free services available and
initiatives to residents in the Los Angeles community. Introduce
and engage this diverse population through media campaigns
crafting effective multicultural and multigenerational messaging
to Hispanics, Asians, and African Americans to increase Library
visibility, expand their positive reputation, appreciation, and
usage of LAPL’s offerings. Media campaigns in multiple
languages and imagery on digital, print, radio, TV, programmatic,
outdoor, and events.
Project Start Date and
End Date January 2018 - Currently under contract
Assigned Staff
Dana C. Arnett - Account Management
Carlos Sapene - Marketing Consulting, Media Plans and
Strategy, Market Research, Technology
Jessica Naves - Market Research, Media Buying, Media
Placement on digital, print, radio, TV, out-of-home, streaming
Kathy Fazio - Graphic Design
Discussion of Final
Outcome
7.7 Million Hispanics, Koreans, and Chinese reached in the first
27 months with 751,555 conversions (related traffic to the
Library).
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 8
Project CALIFORNIA CITIZENS REDISTRICTING COMMISSION
Client Project Manager
Telephone Number
Email
Fredy Ceja, Communications Director
(916) 879-0699
Fredy.Ceja@crc.ca.gov
Project Description
Media Buying, Media Placement, Graphic Design: Created
tagline used throughout the state of California for redistricting
initiative.
Media buying campaign in Zone E reaching out to residents in
multiple languages in specific districts. Media campaigns in
multiple languages and imagery on digital and traditional radio
as well as billboards and buses.
Project Start Date and
End Date
August 2021 to
December 2021
Assigned Staff
Dana C. Arnett - Account Management
Carlos Sapene - Marketing Consulting, Media Plan and
Strategy, Market Research
Jessica Naves - Market Research, Media Buying, Media
Placement on digital, print, radio, TV, out-of-home, streaming
Ryan Ward - Graphic Design
Discussion of Final
Outcome Awareness and resident participation across the state
Project LATV.com
Client Project Manager
Telephone Number
Email
Andres Palencia, Executive Director
310-943-5288
apalencia@latv.com
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 9
Project Description
Leading Latinx entertainment platform. Development of
rebranded LATV.COM website including ongoing technical
support. Marketing Consulting including advertising sales
strategies, social media support, ad operations.
Project Start Date and
End Date June 2019 to present
Assigned Staff
Dana C. Arnett - Account Management
Carlos Sapene - Marketing Consulting, Technology and Website
Development
Jessica Naves - Social Media, Ad Ops
Discussion of Final
Outcome
After initial launch of the rebranded website in early 2021, there
was an increase in pageview of over 300%.
Project Leading Global Media Enterprise
Client Project Manager
Telephone Number
Email
(Under NDA)DE&I Branding
Bernadette Davis
407-928-2044
bernadette@bdaviscomm.com
Project Description
Logo Development for Employee Resource Groups
Style Guide for two internal brands
Global Brand Guidelines
Project Start Date and
End Date
Project 1: September 2020 to January 2021
Project 2: October 2021 to March 2022
Assigned Staff
Dana C. Arnett - Account Management
Carlos Sapene - Marketing Consulting, Media Plans and
Strategy, Market Research, Technology
Amor Rodriguez - Project 1 Manager
Jessica Naves - Project 2 Manager
Patricia Folgar - Design Creative
Maggie Klaus - Content Creation
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 10
Discussion of Final
Outcome
Project 1: Logo and Style Guide being used throughout
organization including global subsidiaries
Project 2: In process
Project The Gentle Sleep Company | The Sleep Lady
Client Project Manager
Telephone Number
Email
Brand Development for thesleeplady.com Web Design and
Development
Jessica Gleim
(801) 243-1958
jessicareade@gmail.com
Project Description
21 year industry founder and leader in the baby sleeping space.
Needed a full rebrand to attract a younger audience and
re-invigorate her already successful brand. Wicked created a
1/3/5 year brand strategy, designed and developed a new
website to appeal to a new generation.
Project Start Date and
End Date July 2019 - January 2020
Assigned Staff
Dana C. Arnett - Account Management
Carlos Sapene - Brand Strategy, Technology and Website
Strategy
Kathy Fazio - Design Creative
Discussion of Final
Outcome
Audience engagement increased 926% within the first six
months of relaunch.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 11
D. DISCLOSURES
Wicked Bionic does not have any ongoing contract failures, any civil or criminal litigation or any
investigations pending.
E. PROPOSER’S WARRANTY/GUARANTEE OF WORK PRODUCT
Wicked Bionic has quality assurance processes and approval tools in place to ensure all material
has been properly reviewed internally and externally with our clients and vendors. Processes are
documented and transparent. The agency produces weekly team meetings to discuss client status
updates, timelines, assets, next steps, optimization, and ideation. Client weekly or bi-weekly
information meetings (depending on client preference) are scheduled as projects progress.
F. SUBCONTRACTING
Wicked Bionic will only be using our internal team on this project.
G. INSURANCE COVERAGE
If selected, Wicked Bionic confirms it will provide the minimum insurance coverage and
indemnification notes in Attachment 1.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 12
RESPONSE TO SCOPE OF WORK: WORK PLAN
Wicked Bionic is positioned as an advertising, marketing, and creative agency. Our agency has a
well-defined process that includes:
- Understanding client goals and brand needs by researching and facilitating
engagement with stakeholders
- Analyzing local research and data to support the media campaign initiatives
- Making strategic recommendations that mix creativity with data and experience
- Providing innovative messaging and design solutions that represent the brand and
reach intended audiences effectively
- Developing easy to use resources and materials to support the brand
1. Graphic Design
The main goal in marketing the City of La Quinta is converting your target audiences to frequent
customers. Our graphic designer for this project has over 20 years of creative experience. His
talent is in creating expressive, unique, cool-concept imagery to capture the essence of the City
and who uses unique call-to-action elements that will drive the target consumer into connecting
with the events, amenities, and experiences offered by the City.
8. Digital Services
A successful marketing campaign for a progressive oasis like the City of La Quinta is conscious of
the goals of the City. Campaigns effectively combine these goals with a deep knowledge of the
diversity of platforms and technologies that effectively deliver their message to the consumer. The
digital ecosystem is leveraged to deploy the most siloed and segmented audience campaigns
while retaining a holistic brand message. This strategy means that each audience is represented by
different tactics, platforms, and messaging based on their unique objectives. We live in an era of
multi-generational, multicultural, and accessible communications. We know that Boomers, Gen-X,
Millennials, and Gen-Z have unique perspectives, perceptions, and priorities. A digital campaign
aware of these diverse representations, backed up by community data, can customize powerfully
engaging messaging that makes it exciting and relevant to each intended audience.
Our Wicked Bionic team is your partner in helping navigate this outreach. Talking to your audiences
in the language that connects with them, on the platforms they prefer, elicits the intended reaction,
driving awareness and conversion and interest in La Quinta and all the exciting elements it offers.
Our agency toolbox is filled with years of marketing and advertising experience that allows
partnerships with top social networks like TikTok, Instagram, Clubhouse, Facebook, and Pinterest.
We combine that outreach with audio platforms like Spotify, Pandora (regional), and iHeart Media. In
addition, we support the City's campaigns through geo and audience-targeted campaigns on OTT
and VOD platforms like Hulu, Peacock, and a slew of ad-supported networks targeted your area
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 13
and your consumers. Based on market research and data from stakeholders, we will select the
media, placement, and audience tools to ensure your campaign is talking to your targets. You don't
have to speak the digital language in-depth; we are the agency that connects millions of
consumers to products, services, and initiatives that change their lives.
For the City of La Quinta to continue to be successful in its outreach, we see great benefit in
partnering with an agency specializing in developing and delivering "culturally relevant" campaigns
as we have for the City of Los Angeles and the State of California. We will improve the volume and
traffic to the City's website through advanced SEO techniques, trend tracking, and user-informed
content development and ensuring, measuring, benchmarking, and exceeding the KPIs established
during the research portion of the campaign. In essence, digital services should never be only
about getting the message out there. We want to take advantage of the unique mix of technology,
marketing, and reach of digital to grow the core of the City of La Quinta's audience to connect and
deliver on an expanded market share.
9. Media Buying
Developing a media plan for City of La Quinta initiatives is based on City goals, types of
engagement, and desired target geographic and demographic markets, as well as new markets.
Our plan will involve strategic media placement within La Quinta, the Coachella Valley, and the
larger County of Riverside (and beyond) as required. Understanding these communities, their
cultures and needs, and how they receive and interact with information is key to a successful
media campaign. Our expert research process allows us to drill down and determine these factors.
Work Plan
●City stakeholder research to better understand the brand, recent and past marketing and
media buying experiences, and the current landscape and goals.
●Gather market research and data to understand the target demo and geographic markets
to inform the approach to our media plan and overall strategy.
●We work with the City on effective and creative messaging that is refreshing and appealing
and supports the brand and the audience we are reaching. Wicked Bionic has an approval
process and approval tracking tool for all visuals and messaging to ensure we are going to
market with properly approved content.
●Using our successful media planning and placement strategies for the City of Los Angeles
and the State of California, we will create the media plan and distributed budget. The RFP
references digital marketing in Section 8, and traditional media in this section, we
appreciate the openness of the City to explore other avenues for growth. Our expertise is in
delivering on traditional and digital radio, TV, print, streaming, and out-of-home. Based on
the needs and best avenues to connect the City to consumers, we may offer spend
recommendations across a variety of platforms which in total may also raise the ROI.
●From an approved media plan, we negotiate with vendors (many of whom we have existing
relationships with and will leverage as such), and build our audiences.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 14
●Our talented creatives will develop campaign visuals for approved platforms and, as in item
three, we will use the same approval process.
●We provide a 24/7 secure online dashboard which draws live data from active campaigns.
The dashboard is sortable and customizable by the client in order to filter and dissect data.
We provide deep-dives as necessary.
●Our Chief Strategist and Analyst is also a Data Scientist who, along with our Marketing
Manager, will be looking at and interpreting campaign spend in relation to performance on
a daily basis. To this end, if a campaign is not delivering on our expectations, we quickly
optimize and shift accordingly.
●Our team will implement and configure advanced third party ad verification tools like to
confirm the validity of our delivery in coordination with our fraud prevention tools. These
tools verify impressions, clicks, placement, competitive separation, content, contextual
brand safety and custom conversions based on the goal of the campaign.
●Our fraud detection and prevention tools ensure the campaign is reaching its intended
audience. We deploy these tools through our established partnerships with industry leading
technology companies like DoubleVerify, WhiteOps, or IAS. These products ensure our
media is delivered to industry standards related to fraud prevention, viewability, and IAB
(Interactive Advertising Bureau) and DAA (Digital Advertising Alliance) guidelines.
●Our campaigns and corresponding client landing pages (website) are analyzed to ensure
accessibility. Should issues arise from the analysis, our team will work with the City’s team
to provide solutions in order to meet ADA and WCAG guidelines.
●As campaigns are implemented, our team ensures COPPA compliance.
●Media placements allow for extensive configurations and delivery methodologies that
maximize reach, frequency and engagement with the intended audience. Our team
implements different tactics based on the criteria developed during the research phase.
Everything from leveraging programmatic media buying on private marketplaces, to
deploying the most advanced micro-fencing frequency tactics that allow us to hone in on
specific audience targets at a micro-level, even down to a specific building.
●We will issue monthly performance reports that include performance analysis and
recommendations on a scheduled team meeting with City staff.
As Wicked Bionic has done for nearly five years with the City of Los Angeles and the Los Angeles
Public Library’s (LAPL) 73 locations, our media plans have successfully exceeded our clients’
expectations year over year. The LAPL wanted to be known for more than just books and share
their free services with the over 3.9 million residents of the City. Their campaigns include initiatives
such as immigration services, online diploma scholarships, e-media access, teen health, PRIDE,
book festivals, and many more. We’ve developed and launched media plans for these campaigns
on digital, print, TV, radio, out-of-home, and at events. You will see some of our successes in the
Work Samples provided in the Appendix.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 15
10. Brand Enhancement
It's clear that branding is essential to creating an intended perception and driving action. Our team
reviewed the City of La Quinta's current branding and immediately identified ten key initiatives that
would create a playbook to maximize the brand. The City has done an incredible job at deploying a
representative brand; now is the time to take that to the next level. For this proposal, we developed
a top-level highlight of three recommendations.
We look forward to expanding on these if our agency is selected:
1.Tagline: The current tagline for the City delivers on a message of uniqueness. However,
we'd strongly suggest improving that to be more representative of the attractiveness of La
Quinta. We've developed five taglines that, when shared, we believe will bring excitement
and a lively discussion to the team.
2.Brand Guidelines: The current brand is cohesive; however, its representations are not
persistent. While this may not be as noticeable to a user, it lowers the brain's ability to
create a cohesive recall of what the City represents. Our team would work with you to
improve these guidelines and expound them with rules of reference and language rules to
ensure that recall is achieved.
3.Messaging: When interacting with a City, both residents and visitors develop perceptions of
the City itself based on the language and approach of its communications. In our work for
the City of Los Angeles and initiatives for the State of California, we've helped both City and
State improve communications and drive up corresponding engagement with their
initiatives. We call this "viewing from outside the building". La Quinta's language should be
more representative of the incredible offering of this modern, exciting, tasteful, and edgy
City. We want to capitalize on its approach to uniqueness but in a way that makes this
Healthy Eating Active Living City something to each one vs. everything to all.
We like to conduct a brand review before developing media campaigns. We look at all elements
and work with your team to ensure cohesion in thought, look, feel, and message. In this way we
effectively and efficiently support the media campaign spend.
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 16
COST PROPOSAL
Service Tier 1
$550,000
Tier 2
$750,000
Tier 3
$900,000
1. Graphic Design $20,280 $33,462 $36,701
8. Digital Services $29,640 $48,906 $53,640
9. Media Buying $210,000 Media Spend
$42,000 Agency Fee
(20% of Media Spend)
$346,500 Media Spend
$69,300 Agency Fee
(20% of Media Spend)
$502,425 Media Spend
$75,363 Agency Fee
(15% of Media Spend)
10. Brand
Enhancement
$28,080 $46,332 $50,817
At the Tier One $550,000 scale, we’ve recommended securing $210,000 for the media spend
based on the assumed need of a campaign refresh in the other areas of the RFP. At $210,000, we’d
recommend a regional campaign to maximize the spend, focusing on the growth of the core La
Quinta audience and adding a handful of new audience targets. At this tier, the campaign combines
traditional digital executions like Social Media, Pay-per-click, and Digital Radio Ads.
The Tier Two $750,000 scale represents a 36% incremental spend, and thus the media spend
reflects that with a budget of $346,500. This tier enables us to expand the outreach through
incremental frequency and introducing digital and out-of-home billboards, buses, and
programmatic media buying. It also allows for A/B testing and multivariate optimization of our
media. In essence, it will enable us to implement a more creative and flexible approach to media
buying and message testing. These optimizations yield new and exciting variables. They enable us
to assert opportunities that resonate, develop brand lift, and result in higher conversion rates while
lowering the cost-per-acquisition.
Tier Three $900,000 provides further creative flexibility. This tier enables us to branch into
influencer marketing, broad reach AVOD platforms like Hulu and O&O local stations. These
selections are turn-key solutions for incremental budgets. However, we tend to recommend
executions that push the envelope of reach. As your media team, we would provide those
opportunities to the City as we have done for the City of Los Angeles.
Dana C. Arnett, CEO
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 17
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
RFP: Marketing, Branding, Campaign Development and Digital
Marketing Services
January, 7 2022 5:00pm
Page 18
APPENDIX - SUPPLEMENTAL INFORMATION
Appendix - Supplemental Information
●Resumes - Key Personnel
●Work Samples
• Brand Style Guide Sample Pages
• Los Angeles Public Library Media Campaigns
• California Citizens Redistricting Commission – Media Campaign
• The Sleep Lady – Brand Strategy and Website Redesign
• LA Mayor’s Office of Budget & Innovation - Census 2020 Campaign
• Ryan Ward – Design Creative
Wicked Bionic, LLC
1516 Westwood Blvd., #202, Los Angeles, CA 90024
CEO –Wicked Bionic
35 years of experience
Role: Account Manager
Dana C.
Arnett
Dana’s talents for leadership,developing and executing business strategies,and meeting
deadlines with efficiency and polish is shown by her successful 30-year career as a leader in the
television industry before co-founding Wicked Bionic.This experience culminated in working as a
VP in charge of Post-Production at a top five television production company for over a decade.
Dana’s drive is best exemplified in her organizational talents to provide an efficient,effective,and
trustworthy collaborative relationships with clients in both the public and private sector.
Managing and facilitating government contracts that adhere to specifications and strict deadlines
while delivering on client goals is a top skill at Wicked Bionic.
Specialty Knowledge
•Developing and executing complex business strategies
•Operations and administrative management that exceeds client expectations
•Business infrastructure,team building,leadership,and project oversight
•Problem solving and solution seeker
Educational and Professional Credentials
•Cornell University Diversity &Inclusion Certification
•2017 LA Small Business Academy Alumni
•Goldman Sachs 10,000 Small Alumni
•WBEC-West Platinum Supplier Program Alumni
Achievements
•Recognition by Women's Enterprise magazine as one of the Top WBE CEOs of 2021
•WBEC-West Los Angeles Forum 2022 Chair
•Providing leadership and guidance to hundreds of production teams and managing $5+million
budgets
•Delivering over 6000 television shows to audiences around the world
•Connecting over 7.7 Million diverse audiences to products and services that enhance
their lives
•2016 Interactive Media Award (IMA):Outstanding Achievement
CarlosSapene
CEO, Chief Technical Officer –Wicked Bionic
21 years of experience
Role: Brand Strategy, Marketing, Media Buying Strategy
Developing innovative ways to up level brands is at the heart of Carlos’s talents and experience.
He has built a career helping some of the most recognizable organizations in the public and
private sector understand and grow their audiences.While working at NBCUniversal,Carlos
became the youngest department head to lead their Digital Department working on some of the
biggest social media and advertising campaigns at E!Online,Bravo,and Style Network.Carlos’s
strong work either and the ability to deliver high quality work product is evidenced by Wicked
Bionics’marketing and media campaigns with the City of Los Angeles.
Specialty Knowledge
•Brand development,direction,internal and external-facing rebrands,and leading creative
teams
•Understanding and growing audiences using innovative advertising
•Computer science,IT,infrastructure builds,websites,and workflows
•Collecting and interpreting data,providing recommendations
•TV,radio,digital,print,and OOH advertising in public and private sectors
•Developing marketing strategies to increase engagement
•Specializes in multicultural and multigenerational campaigns
Educational and Professional Credentials
•BS in Information Technology
•Harvard Business School
•SCRUM Master
Achievements
•CableFax Award for Best Website Redesign
•Developing and growing digital platform from 400,000 unique users to over 19 million –per day
•With multicultural and multigenerational campaigns,creating over 300%growth in engagement
and conversions
•2009 Webby Award:Best Visual Design –Function
•2016 Interactive Media Award (IMA):Outstanding Achievement
•Comcast Entertainment Team Player Spotlight Award
•People’s Voice Award Webby for Celebrity/Fan Website for E!Online
Marketing Manager –Wicked Bionic
7 years of experience
Role: Project Manager, Research and Media Campaigns
Jessica
Naves
Jessica’s experience is in marketing and research for Wicked Bionic.Her career began working
in non-profit (Fulfillment Fund)and entertainment (NBCUniversal).Jessica uses the latest tools
and data to gather market data that supports the agency’s branding and media projects.
Jessica facilitates all advertising and media engagement for agency contracts with the Los
Angeles Public Library and private sector businesses.She has a gift for understanding and
interpreting multicultural audience engagement and assisting in the growth of audience
diversity for the agency’s clients.
Specialty Knowledge
•Brand research that informs strategies
•Multicultural and multigenerational research
•Brand awareness campaigns for diverse audiences
•Data gathering,analysis,and reporting
Educational and Professional Credentials
•UCLA Extension,Marketing Certificate
•University of California,Los Angeles,Bachelor of Arts in Sociology
•Riordan MBA Fellows Program at UCLA Anderson
Achievements
Working with stakeholders as Communications Coordinator for 40 year non-profit Fulfillment
Fund which helps disadvantaged youth get into college.Jessica created brand awareness
campaigns,curating content for all social platforms as well as creating,managing,updating,
and analyzing analytics dashboards that compiled cross-channel insights.
Creative and Graphic Design –Wicked Bionic
27 years of experience
Ryan
Ward
With a digital and traditional media background,Ryan brings his knowledge of design and art
direction best practices through decades of experience with diverse brands and verticals.As a
hands-on graphic designer and visual artist,he brings attention to detail and visually compelling
advertising by elevating brand voices.Working with advertising agencies,Ryan balances
technical execution that connects with target audiences with an appealing and persuasive design
that supports marketing efforts.
Specialty Knowledge
•Expert knowledge of contemporary and traditional design/development practices,media
interfaces,and industry trends
•Adept in social-media best practice,strategies,visual language and messaging
•Skilled at cohesion of multi-tiered media campaigns and fast-paced work environments for
small and large scale campaigns
•Advanced hands-on knowledge of all digital creative platforms including Adobe Creative Suite
and all web development options and best practice
•Extensive background in marketing and editorial creative copywriting
•Video/Audio/Multi-media development,art direction,production and editing
Educational and Professional Credentials
•MFA in Print/New Media,Cranbrook Academy of Art
•BFA Fine Arts,Design,Art History and criticism
Achievements
•2x LA Press Club Award Winner for Best Creative Direction for an editorial publication
•Boingo Wireless brand redesign,venue/corporate office environmental design
•Assisted in executing the Style Network online presence for NBCUniversal
•Brand voice/style guide cohesion of Hautelook/Nordstrom merger
•Festival campaign design for AFI Film Institute and Indian Film Festival of Los Angeles
•Transitioned LAWeekly/Village Voice Media from traditional print to digital space
Work Samples
•Brand Style Guide Sample Pages
•Los Angeles Public Library Media Campaigns
•California Citizens Redistricting Commission – Media Campaign
•The Sleep Lady – Brand Strategy and Website Redesign
•LA Mayor’s Office of Budget & Innovation - Census 2020 Campaign
•Ryan Ward – Design Creative
Bravo Network – Style Guide - Brand Voice Page
The voice of Bravo is
like your favorite
pop-culture magazine.
When writing copy,
tell, don’t sell: think
like a magazine writer,
not a promo writer.
Be clever: set up an
expectation and follow
with a punchline or
twist. And refer to the
world of pop culture
whenever possible.
part three A. WORDS
A.
words
87
42 43
The Bravo palette is very simple and bold, but with
a lot of possibilities for variety. Show-specific
palettes are made up of subsets of the overall
palette. By combining the same colors in different
combinations, different shows can look unique.
Some things to keep in mind:
By adjusting the ratio of the colors, there can be a lot
of variety even within a very limited palette.
Try using just one or two colors—this will focus the
viewer on the full-colorphotos and footage.
Keep it pure: avoid toning the colors down or screen-
ing them back.
part two B. ELEMENTS part two B. ELEMENTS
1. color THE BRAVO PALETTE
dark browndark purpledark bluedark greendark red
medium brownmedium purplemedium bluemedium greenmedium red
light brownlight purplelight bluelight greenlight red
blackyellowmagentacyanBravo blue
Bravo Network – Style Guide – Color Palette Page
Leading Global Media Company – Style Guide – Table of Contents
Leading Global Media Company – Style Guide – Accessibility Page
PROJECT: Los Angeles Public Library covering 73 locations..
SCOPE: Introduce and engage Angelenos with the library to
increase visibility, expand their positive reputation,
appreciation, and usage of LAPL’s offerings. Create
and expand public awareness of free immigration
services available to the Los Angeles community
TACTICS: Mixed Media Plan: digital, print, video, digital and
traditional radio, billboards, buses, shelters, and
events in multiple languages and accompanying
imagery.
RESULT: Over 7.7 Million Hispanics, Koreans, and Chinese in
27 months with 751,555 conversions (traffic to the
Library)increasing engagement by over 325%.
IMPACT: Signing up nearly 5,000 program participants seeking
free immigration services 6
Free Citizenship and Immigration Services – Media Plan/Buying/Placement
Free Online Diploma Scholarships Media Plan/Buying/Placement
PROJECT: Los Angeles Public Library
SCOPE: Expand awareness and increase signups for free diplomas
available to the Los Angeles community. Increase visibility,
positive reputation, awareness, appreciation, and usage of
LAPL’s offerings.
TACTICS: In-depth proprietary research process informing the Media
Plan: digital, print, radio, billboards, buses, shelters, and rail
in multiple languages and accompanying imagery, seamless
customer experience connecting ads directly to information.
RESULT: Over 21 Million total reach in 30 months to targeted
residents.
IMPACT: 950% increase in applications. Our campaigns in 2018 and
2019 were so successful that a 200+ application backlog
occurred, and the campaign had to be shut down until
supply could meet demand. Improved efficiency using
quality marketing strategy.
California Citizens Redistricting Commission Media Strategy/Buying/Placement
PROJECT: CA Statewide Initiative
SCOPE: Multi-city campaign to drive public awareness and
engagement to ‘redraw the lines’ throughout the state in
multiple languages and messaging.
TACTICS: City and community research to inform the media plan in
each city based on demographic and geographic data.
Campaign updates at each phase of the redistricting over
five months. Wicked Bionic created the tagline “Everything is on
the lines” and designed the graphic that was used statewide for
this campaign.
RESULT: $207k media spend in 6 cities on billboards, and buses,
and on digital and traditional radio.
IMPACT: Statewide representation and community participation
The Sleep Lady – Brand Strategy/Website Rebrand/SEO
PROJECT: 21 Year Baby Sleep Industry Leader
SCOPE:
Modernize brand and Audience Growth
1/3/5 Strategy Plan leading to website rebrand and SEO
TACTICS: Industry research. Audience redefined. Short and long term
goals established to revitalize the brand and create exit
strategy. Redesign and develop updated website to not
only attract a new audience but create content for site
publishing opportunities.
RESULT: Audience engagement increased 926% within the first six
months of relaunch and continues to grow by thousands of
unique visitors each month.
IMPACT: Brand has steadily gained millennial and younger followers
who engage and purchase from the site. Following the
strategy as outlined, ad units have launched on the site
with baby product brands creating partnerships with this
industry leader.
Los Angeles Mayor’s Office of Budget and Innovation – Digital Campaign
PROJECT: Census 2020
40 Day Campaign to Reach Low Income Residents
SCOPE: Increase public awareness and improved resident access to
Census filings with a digital campaign targeting low-income
and low-tech residents.
TACTICS: Deep Data Research covering specific districts to inform
Media Plan: Facebook and Google Search in multiple
languages and images. Hyper-focused local campaign.
RESULT: Reach = 148,043 on a very small spend on digital.
IMPACT: Due to government regulations, we are not able to
track performance as to the number of filings on the
Census website as a result of our work. What we want to
show is our expertise in multicultural and multigenerational
advertising to create support for any project or initiative.
Ryan Ward – Design Creative