Bodega Bunnies & Way Out WestMARKETING RFP 2021
Bodega Bunnies and Way Out West are pleased to submit the
following RFP to the City of La Quinta, California.
With a combined 20+ years in award-winning professional creative
marketing and production experience, we've merged our passions
for storytelling and community development on behalf of the City.
Based on our individual appreciation for La Quinta as a past personal
destination and shared values when servicing our clientele, we are
confident in the decision to blend our services for the requested
scope of work.When it comes to work output, beyond each of our
high regards of standard, we collectively treasure long-standing
relationships with clients and collaborators alike built on a
foundation of trust, communication, and integrity - vowing to put
client needs first above any professional or potential personal gain.
Our individual client rosters are not only proof of quality of work, but
more so our keen ability to lead clients to best methods, educate
throughout, honor budgets and timelines, and most importantly,
ensure the journey of working together be an enjoyable one for all
involved.
We appreciate your consideration.
WAY OUT WEST
Jeremy Hartman
3464 Glendon Ave
Los Angeles, CA 90034
781-591-9521
jeremy@wayoutwest.cc
A.5| The following RFP and all design concepts, marketing ideas, and projected
budget estimates stated within shall be valid for ninety (90) days.
BODEGA BUNNIES, LLC
Arielle Cohen
732 N Orlando Ave, #104
West Hollywood, CA 90069
917.826.4472
arielle@bodegabunnies.com
A.3+4| HQ Office & Location: 3464 Glendon Ave | Los Angeles, CA 90034
A.1|
A.2|
B.1| 2 years
B.2| 84-3701372
B.3| see following page
B.4| Arielle Cohen
10.17.19
California
B.5| N/A
6 years
47-4340326
see following page
Jeremy Hartman
3.25.15
California
Way Out West is a fictitious
business name (dba) of
Eastern Blocc LLC
BODEGA BUNNIES, LLC
As a born and bred NYC native - key inspiration behind our agency name -
Bodega Bunnies® was founded the same year its owner, Arielle Cohen, moved to
LA following her 10+ years experience in-house at other design studios,
marketing agencies, and production entities. We most often work with artists,
lifestyle and luxury brands, and commercial real-estate entities to design and
elevate branding, holistic marketing strategies, and production execution across a
variety of creative deliverables. Past clients include Jennifer Fisher Jewelry,
Vornado Realty, Essentia Water, and multiple companies under Richemont group
to name a few. With a past rooted in creative services, our expertise lays in
holistic strategies, our aesthetic dexterity, and the agility in which we understand
clients' needs across a variety of marketing touch-points before they themselves.
A proud moment in our history was winning a Sony Electronics, Inc. pitch for a
campaign at their public showroom in our third month of business.
*BODEGA BUNNIES is proudly certified as WBENC + WOSB
Agency Background -
MARKETING RFP 2021
www.bodegabunnies.com
WAY OUT WEST, LLC
A full service boutique creative agency with production
capabilities in house. We service brands in the product, lifestyle, and telco
space. WOW prides itself on first in class creative, production and strategy.
With clients from coast to coast, the agency focuses on delivering
meaningful work that targets our clients performance goals. A short current
client list includes, Razor, BMW, Manhead Merch, Juneshine, Samsung,
ESPN and Pit Viper. This year we are most proud of our number one
episodic digital series for Razor and our global launch campaign for
Samsung Mobile's new Galaxy Z-Flip Phones.
www.wayoutwest.cc
MARKETING RFP 2021
Agency Background -
Website traffic of the new site built on Square Space and hosted with Bodega
Bunnies launched in August 2019 increased 100+% from client's original
website built internally and hosted with Network Solutions.
We facilitated a 30% increase in open rates following implementation of our
creative and strategic newsletter practice. E-Newsletter open rate steadily
increased picking up from client's last campaign (in Sept 2017) to 41% (Aug
2019), 44% (Nov 2021), and most recently 53% from the December 2021
newsletter.
Social Media analytics increased across the board (see next page)
The art exhibit led to $150,000+ in art sales the months followed
C.1| Todd Stone Studio | Natalie Raps | 917.319.1146 |
natalie@natalieraps.com
C.2| Working towards the 20th Year Memorial of 9/11 this past September Bodega
Bunnies completed a digital overhaul for artist Todd Stone, a long-time resident of
TriBeCa and self-proclaimed "painter of Lower Manhattan's ever-changing skyline". The
goal: sew in the story of downtown's resilience and use the 20th year milestone to
highlight a new era of The World Trade Center. Phases for Todd Stone Studio included
the archival of 500+ paintings, updating all press materials, building a new website
from scratch, electronic newsletter management, staffing and event management for
Todd's solo exhibition's presentation hosted in the Oculus WTC, media relations,
content creation and social media management, and finally - his first step towards
Web3 by allowing us to digitize select works in turn creating a new studio offering in
the form of video prints. Our animations were a September feature throughout screens
in the Oculus via partnerships with Westfield Properties and Port Authority.
C.3| April 2021 - October 2021
C.4| Creative Director + Account Lead | Arielle Cohen [Los Angeles]
Social Media + Project Manager | Morgan Lantz [Ohio]
Web Strategist | Ozi Hidalgo [New York City]
Web Developer | Náyade Bermúdez Brito [Barcelona]
SEO Specialist | Tom Morford [New Jersey]
Animation Designer | Ruchi Thukral [Los Angeles / New York City]
Newsletter Marketing | Andrea Uhl [New Jersey]
Graphic Designer | Maria Nguyen [Colorado]
Media Relations | Rory Lipman [New York City]
C.5| Our SOW outcome was incredibly successful across all fronts:
References | Project One
SOCIAL MEDIA
PERFORMANCE
ANALYTICS
When we first met with
Todd's team, their social
media presence and
engagement was low across
all metrics; his most recent
posts on Instagram + Twitter
dated September 2020
Reports to the left showcase
great improvement between
July - September 2021,
majority of which was thanks
to Bodega Bunnies generated
content and organic reach.
References | Project One
C.1| RAZOR Worldwide| Jeremy Hartman 781.591.9521
jeremy@wayoytwest.cc
C.2|We took insights from the last year of content and segmented the
audiences. From there, we gained key insights on the audience, their
retention and what types of shows performed the best. Then WOW created
and devised an episodic build show that would feature current and future
products. In the show, we customize and build on top of the product, ie an
electric bike, and transform it into a completely new and crazy vehicle.
The results were astounding. The current audience loved to see the
traditional Razor products converted into new vehicles. It also brought in an
entirely new audience who were interested in DIY and build shows.
C.3| April 2020 - Present
C.4| EP - Jeremy Hartman
ECD/Director - Rob Gilbert
CD - Stephen Carballo
AD - Justin Steinburg
Copy Writer - Jackson
C.5| The outcome of this ongoing venture was a success that was off the
charts. We grew the overall youtube channels subscribers over 65%, 21.2k,
increased retention by 30% and gree overall engagement by 35%. On the
adjacent social channels, Instagram, followers grew by double and also rose
to an overall engagement number of 6.5%, an impressive number by any
brands standards.
References | Project Two
Adobe MAX speaker: Digital Business Transformation
34 million+ YouTube views.
20 years of experience leading agency and in-house creative
teams to deliver integrated campaigns for global brands.
Experience developing and leading global campaigns,
software builds and 360 marketing.
D. BODEGA BUNNIES, LLC and Way Out West hereby state
neither company have any information to disclose; there have no
been no contract failures, civil / criminal litigations, or pending
investigations for either company within the last five years.
E. Bodega Bunnies and Way Out West hereby state standard of
work product will be held to the utmost standards as are within
our control. Throughout the work scope real-time
communications to client in regards to work plan, production and
timeline realities will be shared based on actual information
presented.
F. Parts of the scope for items 7.Website Management and
8. Digital Services within our proposal are inclusive of
subcontracting to digital partner, Erik Noorgard.
https://www.linkedin.com/in/eriknorgaard/
EIN: 47-1130275 dba Madison & Sunset, Inc.
360 N. Pacific Coast Highway, suite 2000
El Segundo, California 90245
Our relationship is based on Erik's insatiable curiosity for apps,
digital products, design systems, platforms, UX/UI, and
marketing technology. He is a mitigated risk taker with an
appetite for innovation, human-machine interface, web3,
blockchain, and media technology.
Erik's professional resume includes:
G. If selected, Bodega Bunnies / Way Out West will provide the
minimum insurance coverage and indemnification as noted in the
City's provided Attachment 1.
Scope of Work
A desert escape evolving into
your new destination.
Effective design emotes a feeling, encourages action, and exemplifies
a lifestyle without the need for additional words.
Through the use of the City's vault of existing imagery assets paired
with the support of new assets derived from the outlined Photo
Services, our plan includes repositioning the narrative for La Quinta
as a whole.
A beautiful haven for residents.
A desirable location for tourists.
An inspirational achievement for businesses.
La Quinta is calling.
1.Graphic Design
Refined | Aspirational | Confident
Before the aesthetic, a strong communications
strategy is paramount to inform a content plan
and newsletter publication schedule. Breaking
down overall audience to smaller defined
sectors reveals a clear, data-informed content
wish-list from your audience, ultimately
increasing likelihood of organic authentic
engagement.
It's been proven E-Mail campaigns are more
successful in generating open rates and
conversions when content is featured as an
"preview" blurbs, with active link taking
recipient to the full entry on your home
website. The archived entries help with SEO,
and supports increased traffic engagement.
Once you've already captured your audience in
the virtual door, data has shown an increase in
organic traffic to other pages with decreased
bounce rates.
Gem of the Desert
Recreational Activities
23.1%
Environmental Conservation
21.5%
Local Businesses
15.4%
Government Affairs
12.3%
Community Events
10.8%
Business Networking
7.7%
Sample data
FOCUS GROUPS
Prompt:
From the following (7) categories,
choose the one area you are most
interested in receiving City
correspondences about.
The data is based on conducting
interviews with 5 individuals from each
focus group for a total of 35 survey
participants.
3.Photo Services
Our approach to producing photography is simple: be present in the
community to authentically capture events and emotions that are true.
We have been capturing digital, print and OOH photography for over 15
years. The intent is to bring an elevated eye to all photography assets
across the board. The aesthetic will be one that is refined, composed
but packed with aspirational scenes that draw you in. It will be
important to create and refine an aesthetic up front and match all
assets to that aesthetic so that when someone sees any of these
photos, they immediately think of La Quinta.
Our team strives to create images that inform an audience and gives a
personal look into La Quinta's vibrant community.
We would also plan to continue utilizing UGC, but curating it to match
the aesthetic. Our digital plan will incorporate both to create an upscale,
yet attainable content palette that feels interactive for visitors.
Define the
Customer Define Job
to-be done
Uncover
Customer Needs
Discover
Unmet Needs
Find Segments
of OpportunitySize Market
OpportunityCompetitive
Analysis
Form
Innovation
Strategies
Form Budget
Strategies
Define
Solutions
Evaluate
Solutions
Position
Solutions
In-Market
OUTCOME-DRIVEN-INNOVATION
PROCESS
Similar to the electronic Newsletter Development, the scope around Public
Relations is heavily dependent on data collected from La Quinta's community
and our target audiences.
Our process follows the Jobs-to-be-Done theory utilizing Outcome-Drive-
Innovation® when defining solutions for clients. The process employs
qualitative, quantitative, and market segmentation methods that reveal hidden
opportunities for growth. ODI has an 86 percent success rate—a five-fold
improvement over the industry average.
Local & National Media Outreach
Blog content based on audience segments' desired information as
extracted from interviews
Press Kit seeding campaign targeted to 25-100 influencers
Short-form monthly video series aimed at 30s-40s tourist audience highlighting
Hidden Gems of LQ hosted on IGTV
Unique package with items from select local businesses to drive IRL traffic
designed with branded, recycled packaging. Organic unboxings shared on social media
examples include Town & Country Magazine | Departures Magazine | Los Angeles
Business Journal | Booking.com | UncorneredMarket.com | Desert Sun | ABC7
5.Economic Development
In order to drive economic development, our focus are three core
tenets: Data, Demographics, and a Bottom-Up approach.
In order to attract new business, there needs to be clear data sets on
demographics, new development sites, vacant properties, sustainability,
and other important factors that drive business decisions. Currently, via
the laquintacity.gov website, many of these items are spread out and
difficult to find. We will compile all these elements into an easy to read,
live infographic document with links to actual compiled datasets
available publicly. Just as there is a tourism website, we suggest
creating an economic development website (see section 7) where this
information lives, along with other helpful links for business permits,
grants, and other relevant information.
Business follows youth. Right now, the demographic makeup of La
Quinta skews older, but also wealthier. These people have lots of
disposable income but aren't necessarily attracting trendy businesses,
which means young people in the key 18-35 demo aren't attracted
either. There's a bit of a chicken/egg scenario here - how do we attract
young people, eager to come to a fun place and show their friends,
without businesses that make them want to come & stay? Some of this
comes with our digital strategy - utilizing influencer marketing, as well
as showcasing the things to do in La Quinta. Omaha, Nebraska
transformed itself into a hub for young people by developing art walks,
public gathering spaces, and other attractions for young people. On the
other side, how do we attract those businesses without first showing
that young people are already here and that this is a destination? Which
brings us to the third tenet:
We suggest coming to businesses in a multi-pronged, bottom-up
approach. This can come in many forms - subsidies and grants for new
business, housing subsidies for employees (which also helps with the
current short-term rental debate), and business competitions. For
example, the city could offer a small business grant competition. We
run a strategic digital ad campaign presenting the competition,
targeting our target demographic for submissions. The grant could focus
on sustainable business, or any number of other categories. The goal is
to get young people, specifically entrepreneurs, to see that La Quinta is
a wonderful place to live and operate a business.
Demographics:
Bottom-up Approach:
There's also opportunity for "Economic Gardening" - development of the
businesses that already exist in La Quinta (and surrounding areas). Giving
mentorships and grants, or free/subsidized advertising opportunities to local
businesses as a way of saying "thanks" for staying in town can help attract new
employees to the area. Let's bring community members together to help mentor
young developers who may think that land development is out of reach. All this
comes along with community outreach and digital and traditional advertising.
Data:
6.Video Services
We are a team of creatives, content producers and filmmakers. We
pride ourselves on telling compelling stories through video that engage
and audience and draw them into moments that inspire.
An Emmy award award winning film team will capture all moving
images who have been shooting in California, the desert, the
mountains and the cities that lie in between.
Drone video is also a major component in our arsenal of equipment on
hand. We have been filming with drones in California for over 7 years
with full FAA compliance, license and expertise.
7.Website Management
Currently the roadmap when visiting the tourism site
- playinlaquinta.com - is not effectively positioned for
easy discovery even with intentional web search.
Confusion with the City's municipal-managed website
and neighboring areas (visitgreaterpalmsprings.com)
likely has had significant impact on your current
website's traffic and effective return on the City's
marketing efforts.
Beyond updated design, an overhaul rooted in visitor
behaviors as captured from analytics and audience
data is the key to unlocking future engagement and
long term success. Sedona, Arizona has done an
incredible job as a smaller city in driving traffic by
creating an easy to use tourism site with fun features
that make planning a trip to the city easy and
accessible. Our digital services and website
development go hand in hand, allowing for a
complete user experience that flows from platform to
platform.
One idea to attract business investment is to create a
separate website that speaks more directly to
businesses and potential investors. Similar to how
Vornado Realty approaches their commercial real
estate individual property marketing [see example
references next page], by presenting information
more tailored to this audience it is easier to deliver
information in a relatable method based on
entrepreneurs' specific desires and pain points.
Survey (specific to existing site) with moderated user
interviews to identify painpoints / 5 secs test
Affinity Mapping
Competitive Analysis based on market research
User Flow concept
Usability testing
UX RESEARCH deliverables:
Proposed User Flow
Proposed Site Map
Sketches
Low-Fidelity Wireframes/Prototype
Mid-Fidelity Wireframes/Prototype
High-Fidelity Wireframes/Prototype
Mobile Responsive Mockups
UX DESIGN:
Our services for Economic Development and Website Management go hand in hand.
Audit of existing site and SEO / keywords audit.
Consider conformance against WCAG 2.0 and
accessibility standards
UI RESEARCH deliverables:
Sample scope deliverables
sample work reference for business
specific website
position available real
estate as the ultimate
premium commercial
space to younger tech and
advertising tenants in
order for Vornado Realty
to attract prospective
commercial tenants for
their property at
One Park Avenue in
New York City.
The Ask:
More info -
https://bodegabunnies.com
/vornado-realty
8.Digital Services
The goal is to expand and increase traffic on all social media
channels, along with the development of blogs and vlogs that
highlight both popular attractions and the more overlooked aspects
of the City.
An important aspect is to digitize all attractions around the city. The
vibrant arts scene needs to be front and center, along with the hiking
trails and bike paths. All locations will be geo-tagged on social media,
and any photos taken at these sites should auto-populate in an
interactive map on the website that can circle users back into social
media. This interactive map should make it easy to plot out a walking
or driving tour of the City and easy to find all the attractions (of
course with stops at local businesses along the way.)
Influencer marketing will play a key role as well. We will identify key
influencers in the desert area as well as travel influencers to post
time-sensitive photos from spots around the City to drive traffic.
These combined efforts will help us to evolve the identity of La
Quinta into a new era that reaches and connects with the folks that
will drive this city into the next 100 years.
Research and identify potential social
media media influencers. This may
include a list of nano-, micro-, or
macro-influencers, pending client
budget and campaign needs.
Based on audience research, develop
strategies that enable the client to
increase brand awareness, grow
audience, increase community
engagement, or generate inquiries.
Scope:
Our media buying strategy is born from a holistic approach. We take
into account past performance on digital channels through insights and
then match those up to new creative initiatives to give a complete
picture into who we are engaging and if the assets are achieving set
goals.
A large portion of the media buy is digital advertising, using the
Facebook portal and Google AdWords. We'll be focusing on our key
demographics - namely 21-40 with disposable income, specifically in the
Southern California and Southwest regions, along with those who
already come to Palm Springs. We will run A/B testing for clickthrough
rates with the goal of driving up traffic to the playinlaquinta.com
website.
All results each month will be scrutinized by our media team to
constantly update the strategy and fine tune based on the results of our
tests. The idea is to have an evolving strategy that can be tailored each
month to fit on going campaigns and creative needs.
We know media and we know the buy can change in this new volatile
atmosphere. Thats why we place the media team front in center and
connect them with all creative endeavors to ensure the team
understands the goal, and can align on each months tailored strategy.
In the future we see meaningful opportunities to grow the La Quinta's
brand awareness through an OOH campaign that inspires people to
travel and business to seek out space in this location. We see a major
potential to bring the cities messaging into the traditional OOH sector.
9.Media Buying
OUT-OF-MARKET LOGO VERSION
IN-MARKET LOGO VERSION
LOCAL LOGO VERSION
ICON LOGOS
ITALIC | LOWERCASE REGULAR | CAPS
Sample Brand Guidelines
City Documents - Bold
City Documents - Regular
City Documents - Bold Italic
FONT FAMILY
COLOR PALETTE
*color codes included in actual scope
TAGLINES
Your desert escape
The Desert is Calling
Material & Production Spec
Recomendations
Polices to consider:
Eco Recycled Kraft
Paper for any City
packaging
FSC® Certified Wood
Material Banner Stand with
Dye Sublimation Fabric Print
Budget
Sample
The budget above is operating against many unknowns and assumptions in way
of specific deliverables. Should we be awarded the scope, final budget line items
will be highly dependent on final deliverables as discussed and approved by
client. Budget tracking updates throughout to accompany ongoing work scope
and project management.
Arielle Cohen
917.826.4472
arielle@bodegabunnies.com
Jeremy Hartman
781-591-9521
jeremy@wayoutwest.cc