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Medium Giant1 Let’s explore what’s possible. Hello.City of La Quinta DALLAS | TULSA | DENVER Marketing, Branding, Campaign Development & Digital Marketing Services 78495 Calle Tampico La Quinta, CA 92253 City of La Quinta Marcie Graham Marketing Manager 78495 Calle Tampico La Quinta, CA 92253 Marcie, It is with great enthusiasm that we submit our proposal in response to your marketing and branding RFP for the City of La Quinta. With over 20 years of experience in developing brands, strategic marketing and digital plans for municipalities , counties and regions across the country (specifically for Tourism and Economic Development), we believe our experience aligns perfectly with your needs. Medium Giant is part of a 175-year old Texas company with deep roots in tourism and economic development, brand development and digital marketing services. We drive awareness and affinity among constituents for our clients, but more importantly, we are known for driving behavioral change and results with measurable data to prove it. Throughout our proposal, I hope you get a feel not only for our strategic approach to tourism, ED marketing and array of relevant experience, but for our genuine passion in destination marketing. We are excited at the prospect of what we can achieve together with the City of La Quinta. As Partner and Chief Growth Officer, I will be serving as your point person from Medium Giant during this process and have full contractual authorization on our behalf. We fully accept all conditions governing the procurement. My team and I are accessible to you and your team for clarification and questions and we welcome the opportunity to present this proposal to you and your team. We are excited about this opportunity and are confident we can deliver! Billy Kulkin Partner + Chief Growth Officer2 3 Company Profile /Organization Capabilities Section 1 Medium Giant C-Corp, Texas 1954 Commerce St. Dallas, TX 75201 165 Dallas, TX Tulsa, OK Denver, CO Eric Myers, President Billy Kulkin, Partner + Chief Growth Officer Jen Singer, Partner + Chief Connection Officer Cody Bailey, Partner + Chief Strategy Officer Libby Bender, VP Chief Branding Officer Jennifer Chininis, VP Inbound + Content Suzanne Irish, VP Client Experience Shawn Kruggel, VP Creative Strategy Shaun Parnell, VP Integrated Media Winston Peraza, VP Chief Creative Officer DallasNews Corp. / Robert W. Decherd Chairman, President and CEO Official Name: Firm Structure: Address: Number of FTEs: Locations: Key Officers: Parent Company: Company Background U.S. Client Locations Arkansas California Colorado Florida Illinois Iowa Kansas Mississippi Missouri New Mexico New York North Carolina Ohio Oklahoma Massachusetts South Carolina Tennessee Texas Virginia Washington Wisconsin Authorized Officer Billy Kulkin Partner + Chief Growth Officer 1954 Commerce Street Dallas, TX 75201 918-809-9644 Validity Statement All information and pricing addressed in this RFP response is valid for 90 days. Personnel Please see project team on page 18-23. General TIN: 47-2706376 NASDAQ: DALN All work will be executed out of our Dallas and Tulsa office. 4 5 Strategic and comprehensive marketing for cities comes with great responsibility. From our city marketing experience, we know that working with public organizations such as the City of La Quinta requires sensitivity and accountability. As you will see from this RFP response, we work with many municipalities across the country. We know the work we do for them impacts daily lives in their communities. Strategic and diverse marketing and advertising can be seen as the cornerstone program in any city. These campaigns help communicate critical messages and information that keep any community moving forward. We don’t take this responsibility lightly. Not only are we accountable to you as the client, but we are also ultimately accountable to every citizen of La Quinta. We do this by implementing a strategy and process that allows us to measure the effectiveness of advertising and marketing efforts, provide ongoing reporting and identify and execute program optimizations. Being fiduciarily responsible is at the forefront of how we think. While we leave room for ideation, every penny we spend is strategic, thoughtful, and accountable. Our contracts with media vendors hold our partners accountable for fulfilling placements with detailed follow-up reports and define clear payment terms with the contract guarantor being Medium Giant. As part of a publicly traded company, we adhere to all laws and regulations. 6 Being different is just fine with us. Because it benefits you. An Approach That Explores Possibility Process-driven but never prescriptive, our approach leaves room for the unexpected and imaginative. Constantly asking “why?” and “what if?” ensures constant iteration and evolution. Talent That Challenges With the fearless creativity of a boutique agency, the data sophistication of a digital marketing firm, and the experience of the C-suite, our divergent thinkers thrive on spirited debate. Sometimes, it’s a little uncomfortable. But out of discomfort come breakthrough ideas that transform uncertainty into opportunity and risk into reward. Work That Creates Growth We create human-centered experiences that shape the way people see and interact with brands. Intelligent strategy and exceptional execution help you deepen connections, expand influence, and scale success. We are highly skilled in these areas. 7 Intelligence + Strategy Brand Strategy + Positioning Research + Analytics Customer Insights Creative + Content Strategy Omnichannel Media Strategy Driven by intelligence, we construct visitor and business-centric, growth-focused strategies that change how the world sees your brand. Creative + Content Brand Identity + Design Omnichannel Campaign Creative UX + UI Design Website Development Content + SEO Informed equally by insights and humanity, we design customer experiences that inspire affinity and action. Media + Technology Media Buying + Management Paid Search + Paid Social + Display Media Mix Modeling + ROI analysis Marketing Automation Conversion Optimization Guided by data science and technology, we help your brand reach the right people, where and when they’re most apt to engage. The whole is greater than the sum of its parts. 8 Intelligence + Strategy Creative + Content MEDIUM GIANT Media + Technology We aren’t just vendors. We’re partners. We aren’t just order takers. We’re advisers. We aren’t just an agency. We’re a marketing consultancy. We Relentlessly Pursue What’s Possible Medium Giant is a marketing consultancy that specializes in destination and community branding. Our 165 person in-house team is comprised of divergent thinkers who devise strategies that deepen connections, expand influence, and scale success for communities like yours. We are a highly strategic, omni-channel agency with a full set of capabilities designed to deliver results, which we have been doing for our clients for nearly 20 years. We believe that the best way to do that is to manage the entire process, from research to strategy and creative and digital development, from media planning and management to campaign deployment across all media channels, all capped off with the measurement tools to analyze, optimize and adapt quickly. We keep all those capabilities in-house so that we can think fast, move fast, pivot fast. Normal times call for adaptability. COVID-19 calls for a constant state of alert and the ability to respond to an ever-evolving situation with confidence. We work with destinations all over the country. We are accustomed to collaborating with community entities, and almost all at a distance. Our three offices are ready to serve you. One of the key objectives of all of our work is to reach very specific target audiences with messaging tailored to speak to them. We strive to eliminate media waste and reach our true audiences in places and at times in which they are most receptive. We relentlessly pursue what’s possible to transform uncertainty into opportunity and risk into reward. We are uniquely qualified. We work hard to bring together a powerful combination of talent, deep expertise, and broad community digital marketing experience to form a solid base on which to build. Then we add an elixir of curiosity, intuition, and creativity, mix that with sharp analytical reasoning, and top it all off with sound strategic thinking. What comes out of that special compound for our clients are tailored, compelling brands that connect and campaigns that work. Counties + Regions Regional brands are at their strongest when they successfully harness the collective consciousness of their people. Our work on large regions from coast to coast utilizes the power and precision of rich quantitative data in conjunction with deep discussions with entrepreneurs, city planners, government officials, artists, musicians, families, and local influencers to generate a collective brand representing the aptitude and attitude of their people and land. Bigger is better when a unified voice rings loud. Our Experience : Ulster County, NY; Martin County, FL; McCurtain County, OK; Choctaw Nation, OK; Lake County, CA; Western Mass, MA; Vail Valley, CO Cities + Municipalities Can a city be known for one thing so strongly that its very aura deeply penetrates your understanding of it? Yes. In Bill Gates’ and Jeff Bezos’ hometown of Bellevue, WA — headquarters to companies such as Amazon, T-Mobile, Eddie Bauer, Expedia, and Pokémon US — the allure of aspiration is palpable. In Roswell, NM, the feeling of mystery has made a tiny town a global celebrity. And in Hampton, VA — home to NASA, Langley Air Force Base, Fort Monroe, and the location of the first arrival of African slave ships to America and, in 2019, the 400th commemoration of that event — Hampton proudly embodies a legacy of triumph. Our city branding work focuses on identifying and amplifying each city’s unique essence, emboldening the community to embrace it, and driving audiences hungry for new perspectives to experience it. Our Experience : Southlake, TX; Bellevue, WA; Iowa City, IA; Roswell, NM; Pagosa Springs, CO; Raleigh, NC; Fort Bragg, CA; Hampton VA; Tupelo, MS, Schaumburg, IL We are uniquely qualified. Townships, Villages + Hamlets The renaissance of the small town is upon us. Travelers are increasingly opting for a small-town experience, driven even more strongly during the climate of our current year. Although much of our work focuses on larger metropolitan areas, we have always dedicated our creative and strategic efforts to the smaller towns that provide the sometimes hidden character of our nation. These are the places that offer adventurers the stories, scenery, people and experiences that no one else has met, seen, or heard. Small in geographic stature but rich in undiscovered cultural gold, it is their time to shine, and we’re proud to partner with and help them prepare for the inevitable traffic. Route 66, we’re looking at you. Get ready! Our Experience : Ardmore, OK; Ellenville, NY; Muskogee, OK; Beloit, WI; Southlake, TX Cultural Institutions Cultural, recreational, and public institutions are the lifeblood of every region, city, community, or street. These are the places that draw our hearts and minds. They are where our unforgettable memories happen, the ones we capture and share throughout our lives. Whether the local coffee shop, shopping and restaurant food hall, shipping container marvel, award-winning and nationally recognized entertainment epicenter, or the museum that brings to life the spirit and energy of a global icon, we have made it our mission to illuminate these experiential heroes. Our Experience : Philbrook, Boxyard, Mother Road Market, BOK Center, Topeca Coffee, Woody Guthrie Center, Public Service Company of Oklahoma, McNellie’s Group, Arcis Golf, 108 Contemporary Activations, Initiatives + Street Strategy Whether spontaneous or meticulously planned, cultural events, works of art, and interactive experiences bring life to our streets, walls, empty spaces, and minds. We have gotten our hands dirty designing, filming, painting, constructing, writing and sticky-noting in the name of fashion, urban renewal, raising voices, entrepreneurial spirit and the Tulsa Sound. While not always perfect, we believe timing (move fast), integrity (do right), and creative action (get weird) sometimes rule the moment. Our Experience : The Oklahoma Fashion Institute, The Canal at Las Colinas, Hampton Mural, BOOM, Boom Factory, FC Tulsa Cultural Pivots + Positivity In many instances, how a community reacts to unseen, uncomfortable, and unpredictable societal and cultural shifts becomes the most honest reflection of that community’s character. Helping communities realize and activate their potential during times of uncertainty, chaos, and unrest has proven to be some of our most poignant, empathetic, and impactful work. Our Experience : OCCJ This Machine, Southlake Safe Campaign, Martin County Moments of Zen, Filthy Food, We Are Tulsa Strong Restaurant Logo + Initiative, OKJEM Curiosity Drives Us to Explore Better Ideas In marketing, there seem to be more questions than answers. What does all this data mean? How can we meet heightened visitor demands? Why isn’t our campaign working? How do we create a better visitor experience? Which channels provide the best ROI? Where do we find more visitors? How do we inspire visitor loyalty? How should we respond to what’s happening in the world? Are we doing enough to impact our community? But questions don’t scare us. They incite us. Fueled by curiosity, we dig deeper. Investigate further. Challenge convention. Questioning everything is how we make positive change. When most people are satisfied, we’re just getting started. Destination Branding & Marketing Experience MG DENVER MG TULSA MG DALLAS 13 COMMUNITY MARKETING Bellevue, WA Beverly Hills Chamber of Commerce Broken Arrow Rose District, OK Beverly Hills Visitors Bureau, CA Bryan College Station, TX Choctaw Nation City of Ardmore, OK City of Bakersfield, CA City of Beloit, WI City of Bristol, TN City of Columbia, MO City of Ellenville, NY City of Fort Bragg, CA City of Hampton, VA City of Hobbs, NM City of Muskogee, OK City of Pagosa Springs, CO City of Raleigh, NC City of Roswell, NM City of Schaumburg, IL City of Southlake, TX City of Walnut, CA Columbia Convention and Visitors Bureau, MO Decorah, IA Edmond Chamber of Commerce , OK Greater Muskogee Chamber of Commerce, OK Greater Springfield CVB and EDC, MO Iowa City, IA Jacksonville Chamber of Commerce, FL Jenks Chamber of Commerce, OK Lake County, CA Mansfield/Richland County, OH Martin County, FL McCurtain County Tourism Authority, OK Norman Convention and Visitors Bureau, OK Overland Park Chamber of Commerce, KS Owasso Chamber of Commerce, OK San Mateo County CVB, CA Saugatuck Convention and Visitors Bureau, MI Sauk County, WI Tulsa Convention and Visitors Bureau, OK Tulsa Economic Development, OK Tulsa Metro Chamber, OK Tulsa Sports Commission, OK Tupelo Convention and Visitors Bureau, MS Ulster County, NY Uvalde County, TX Vail Valley Partnership, CO Visit Tulsa, OK Woodward Chamber of Commerce, OK ENTERTAINMENT BOK Center Chesapeake Energy Arena Cox Convention Center Dickies Arena Intrust Bank Arena McLane Stadium MyTicketOffice.com Rabobank Arena Raising Cane’s River Center Tulsa Performing Arts Center ARTS & CULTURE 108 Contemporary Art Directors Club of Tulsa Living Arts Of Tulsa Oklahoma Visual Arts Council Philbrook Museum of Art Tulsa Advertising Federation Tulsa Performing Arts Center LODGING Crown Plaza Hotel Hoteles M (Venezuela) Isla Di Oro Resort Aruba Renaissance Hotels Westin Resort Aruba RETAIL Akin's Boxyard Bravado Wireless Cimtel KICKER McNellie's Group Merry Maids Mingo Press Mother Road Market Quik Print StudioPOP Topeca EDUCATION Oklahoma CareerTech Oklahoma State University Texas Christian University The University of Tulsa Tulane University Tulsa Technology Center University of Oklahoma University of Texas at Arlington Our Experience 14 Edmond Chamber of Commerce , OK Greater Muskogee Chamber of Commerce, OK Greater Springfield CVB and EDC, MO Iowa City, IA Jacksonville Chamber of Commerce, FL Jenks Chamber of Commerce, OK Lake County, CA Mansfield/Richland County, OH Martin County, FL McCurtain County Tourism Authority, OK Norman Convention and Visitors Bureau, OK Overland Park Chamber of Commerce, KS Owasso Chamber of Commerce, OK San Mateo County CVB, CA Saugatuck Convention and Visitors Bureau, MI Sauk County, WI Tulsa Convention and Visitors Bureau, OK Tulsa Economic Development, OK Tulsa Metro Chamber, OK Tulsa Sports Commission, OK Tupelo Convention and Visitors Bureau, MS Ulster County, NY Uvalde County, TX Vail Valley Partnership, CO Visit Tulsa, OK Woodward Chamber of Commerce, OK ENTERTAINMENT BOK Center Chesapeake Energy Arena Cox Convention Center Dickies Arena Intrust Bank Arena McLane Stadium MyTicketOffice.com Rabobank Arena Raising Cane’s River Center Tulsa Performing Arts Center ARTS & CULTURE 108 Contemporary Art Directors Club of Tulsa Living Arts Of Tulsa Oklahoma Visual Arts Council Philbrook Museum of Art Tulsa Advertising Federation Tulsa Performing Arts Center LODGING Crown Plaza Hotel Hoteles M (Venezuela) Isla Di Oro Resort Aruba Renaissance Hotels Westin Resort Aruba RETAIL Akin's Boxyard Bravado Wireless Cimtel KICKER McNellie's Group Merry Maids Mingo Press Mother Road Market Quik Print StudioPOP Topeca EDUCATION Oklahoma CareerTech Oklahoma State University Texas Christian University The University of Tulsa Tulane University Tulsa Technology Center University of Oklahoma University of Texas at Arlington When you work with us, you’re in good company. 15 Our Certifications & Partnerships 16 ADVERTISING DATA & ANALYTICS PARTNERSHIPS Our Tools 17 SEO + CONTENT DATA & RESEARCH CONTENT & SOCIAL AUDIENCE SEGMENTATION 18 Staff Qualifications /Project Team Section 2 Medium Giant believes that it’s vital to the health and success of our company and the communities we serve to put diversity, equity, and inclusion (DEI) at the core of all we do. We continuously evaluate our internal and external policies and practices, including finding minority, small business, and women-owned businesses to partner with. Our DEI Council is a critical driver of organizational change and help set strategic accountability on results. Our company values different perspectives and backgrounds as drivers of innovation and ideas that are essential to our business success. We seek out minority, small business, and women-owned businesses to partner with when outsourcing partnership opportunities arise. Diversity, Equity + Inclusion Leona Allen Ford, VP of DEI, is charged with leading initiatives to embed diversity, equity, and inclusion in the hiring, promotion, and development of our employees, in reaching diverse audiences with our content, and in choosing the companies with which we do business. 19 ANALYSTS + STORYTELLERS CODERS + EXPLORERS PHILOSOPHERS + FUTURISTS BUSINESS CONSULTANTS + DIVERGENT THINKERS STRATEGIC PLANNERS + ARTISTS WE ARE… 20 Billy Kulkin Chief Creative Officer Winston Peraza VP, Creative Strategy Shawn Kruggel Billy has built several enterprises in his professional life, from an interactive department at a multimedia giant in the early 2000s to a multi-talented creative agency. Billy brings his expertise in business, strategy, and technology to the office every day. And when he gets fired up, well, stand back because good things are going to happen for our clients and our company. Shawn has an infectious enthusiasm for building campaigns that are rooted in human emotion. A native Tulsan, Shawn spent eight years in Chicago working on award-winning brand campaigns for some of the world’s largest companies, including Heinz, Corona, Philip Morris and Hallmark. By always striving to better understand people, their interests, and behavioral drivers, he’s able to create brand strategies that bring a great story to life. Our creative leader is a visionary with a completely fresh perspective. Winston is a deep thinker and a true artist with a remarkable ability to visualize information and design entire brand ecosystems. He’s served in leadership roles on several community boards, including Tulsa Art Directors Club, Living Arts, and Tulsa’s FabLab. Much of our work — and its effectiveness —reflects Winston’s creative vision. Your Project Team Partner, Chief Growth Officer 21 Jennifer Chininis Jennifer has spent her career connecting with audiences through content, both as an editor and marketer. She spent more than 15 years in lifestyle news media — first at an award-winning city magazine, then at a sexy startup — before committing fully to marketing. Her experience ranges from Texas foodie favorite Central Market to major brands such as Planet Fitness, Domino’s and Michaels. She lives to eat, travel and teach the world about the superiority of the serial comma. Clement Yu Clement has more than 15 years of software development and management consulting experience, having worked with companies ranging from small startups to large multinational corporations. Some of his notable clients and projects include U.S. Marines, Mary Kay, Direct Energy and Topgolf. He stays active with his family by skateboarding and is itching to get back on a snowboard. VP, TechnologyVP, Inbound Marketing Creative Director Katy Livingston Director, Digital Media Nikki Schack Account Manager Amber Row Katy is an award-winning graphic designer who brings a thoughtful approach to everything she does. That’s what makes her a strong leader on our creative team and in our company. With more than a decade in the design field, Katy believes that great work comes from deep insight, collaborative exploration, and strategic execution. She is well-respected by clients and teammates alike. Nikki joined Mediium Giant after a stint as CMO of an artificial intelligence startup. She applies her natural talent and experience in marketing, media, branding, and leadership for the benefit of our clients. With a bachelor’s degree in business administration from Babson College and a specialty in marketing and IT management, she has always been fascinated with all kinds of technology. Our company and our clients are better for it. Amber comes to us with a broad range of professional experience. She has sold media, bought media, and even created it. She has a background in nonprofit arts management and tourism marketing, and she served as marketing manager at a major convention center and arena. Amber’s resourcefulness and commitment to client success is a valuable asset to Medium Giant and clients alike. Your Project Team 22 Stacey Yates Stacey brings years of experience in client promotions and brand strategy to her role at Medium Giant. Before making the leap to the agency world, she worked as a promoter at RCA Records, and, later, as a brand strategist for blue-chip brands like Barney, Disney, and The Jim Henson Company. Since joining Medium Giant, she’s applied her passion for digital strategy and marketing solutions to the great success of our clients. Senior Account Director Nate Breindel We call Nate the data scientist, but “wizard” is probably more accurate. He carefully studies clients and campaign proposals to determine which tools and strategies are best for maximizing performance. But he doesn’t just read the data; he interprets and explains it to paint a clear picture of how a given campaign strategy will assist in a client’s growth. Originally from Providence, Rhode Island, Nate graduated from Northwestern University’s MBA program and visited 14 countries before bringing his math magic to Medium Giant. Data Scientist Krista Roberts Andrew Dutcher Andrew has spent more than a decade — on both the client and agency sides — helping businesses reach consumers through search engine optimization (SEO) and content. He specializes in enterprise technical SEO and content strategy, working with major retailers such as Carter’s, Banana Republic and Athleta to B2B brands such as Insight. A lover of food and music, he likes to travel, go to concerts, and seek out new experiences. Krista is a resourceful and accomplished problem solver who knows how to navigate Google’s ever-changing algorithms to the benefit of all types of clients, from local SMBs to Fortune 500 organizations. Under her watch, MG’s standing as a Google Agency Partner improved from 20% to 80%, and for her successes, she received our Agency MVP Award. A native of Northern California, Krista has lived in 11 cities and attended more than 500 concerts. Your Project Team Director, Paid Search Director, Inbound Marketing 23 Rachel Maynard Rachel has architected digital experiences for enterprise-level software apps and conversion-focused websites for brands such as Purina, FedEx, AT&T, Michaels, and Shell. With a degree in creative writing and a certificate in web development, she is keenly familiar with the intersection of creativity and technology. At work, she synthesizes complex data, business objectives, and user insights into actionable direction. At home, you’ll find her continually reorganizing the kitchen pantry. Director, Digital ExperienceSenior Brand Strategist Rachel Miller Rachel is a problem solver — a fact that serves her very well as a brand planner. Prior to joining our team, she spent five years managing PR and entertainment bookings for Key Marketing Group. From leading agency-wide research efforts to organizing data into clear, digestible forms, Rachel is great at balancing demand, and brings keen observations and global insights to our clients’ branding projects. Omari Green Omari is interested in storytelling and not pandering to people’s ideas about how things should look. By way of NYC, Omari has worked on brands such as the NFL and Domino’s during his short stint in advertising. The first-generation college graduate has built a skillset that identifies him as connoisseur of human behavior, a relentless learner, and sucker for authenticity. Contributing a wide range of insights, scrappy research, and thought-provoking questions, Omari’s efforts in supporting our clients’ visions make well for a satisfied outcome. Brand Strategist 24 Client References/Work Samples Section 3 Client References25 Ulster County, NY Lisa Berger Director 20 Broadway Kingston, NY 12401 lbrg@co.ulster.ny.us (845) 340-3568 Contract Date: 2016 - present Program Description: Brand Strategy, Media Planning and Buying, Reporting and Analytics, Campaign Development, Creative Execution, Social Media Content Development + Management, Website Development/Maintenance City of Tulsa, OK Kian Kamas Tulsa Authority for Economic Opportunity Executive Director 175 E. 2nd Street Tulsa, OK 74103 kkamas@cityoftulsa.org (918) 596-7696 Contract Date: 2020-Present Program Description: Brand Strategy, Media Planning and Buying, Reporting and Analytics, Campaign Development, Creative Execution Martin County, FL Nerissa Okiye Tourism & Marketing Manager 2401 S.E. Monterey Road Stuart, FL 34996 nokiye@martin.fl.us (772)288-5445 Contract Date: 2015 - present Program Description: Brand Strategy, Media Planning and Buying, Reporting and Analytics, Campaign Development, Creative Execution, Website Design/Development/Maintenance Our work is always designed to work. Fueled by curiosity, we tackle challenges with results in mind. Whether we’re solving for awareness, connection, or conversions, every decision we make, every approach we take, has to serve the end goal: your community growth. We don’t get paid only to execute eye-popping creative (although we do that). We have to be good stewards of your brand and budget, which means our work has to perform. Audience intelligence, efficient targeting, sound messaging strategy, accurate reporting, optimization plan — all of these factor into campaign success. Not every campaign has to be a work of art. But every campaign needs to work. 26 27 CASE STUDY ULSTER COUNTY, NY CASE STUDY: ULSTER COUNTY, NY “This team immersed themselves in our community to build a truly authentic brand to represent us. It has been working incredibly well for us ever since. From successful broad-based advertising campaigns to COVID-focused campaigns, our county has reaped the benefits of their work.” 28 Lisa Berger, Director, Ulster County Tourism ULSTER COUNTY, NY CASE STUDY: ULSTER COUNTY, NY 29 Services INTELLIGENCE + STRATEGY Research + Analytics Customer Insights Creative + Content Strategy Omnichannel Media Strategy CREATIVE + CONTENT Brand Identity + Design Omnichannel Campaign Creative UX + UI Design Website Development Content + SEO MEDIA + TECHNOLOGY Media Buying + Management Paid Social + Display Conversion Optimization ULSTER COUNTY, NY Seek forYourself. The Challenge Rebrand this remote area of upstate New York known for its rugged beauty and its Dirty Dancing-era heyday. The Goal Build and execute a brand strategy to attract overnight visitors from New York, New Jersey, and Connecticut. The Solution During our immersive brand research, we discovered that Ulster County is full of entrepreneurial people running bars, restaurants, shops, guide services, and more. They attract and cater to those who seek the new, the undiscovered, the authentic experience. That led us to “Seek for Yourself.” We’ve been Ulster County’s agency of record since 2017, developing omnichannel marketing campaigns in the spirit of “Seek for Yourself” to lure visitors from the surrounding tri-state area. RESULTS 52% 2009 2020 TOURISM SPENDING % INCREASE INCREASE in occupancy tax revenue for 2019 over 2018 10.6% CASE STUDY: ULSTER COUNTY, NY 30 CASE STUDY: ULSTER COUNTY, NY 31 Advertising Campaign CASE STUDY: ULSTER COUNTY, NY CASE STUDY: ULSTER COUNTY, NY 32 CASE STUDY: ULSTER COUNTY, NY 33 CASE STUDY: ULSTER COUNTY, NY 34 Digital Ads 160x600 Animated Ad CASE STUDY: ULSTER COUNTY, NY 35 36 COVID-19 Campaign CASE STUDY: ULSTER COUNTY, NY Commercials CASE STUDY: ULSTER COUNTY, NY37 Click here to view video 38 LAKE COUNTY, CA CASE STUDY DESTINATION CASE STUDY: LAKE COUNTY, CA Local interior designer Robert Boccabella said following the public unveiling of the brand, “You absolutely got us. This place is weird, and we are clearly different, and we sure as hell gotta be proud of it.” 39 Lake County Record-Bee 10/15/2019 LAKE COUNTY, CA DESTINATION CASE STUDY: LAKE COUNTY, CA 40 Services INTELLIGENCE + STRATEGY Research + Analytics Customer Insights Creative + Content Strategy Omnichannel Media Strategy CREATIVE + CONTENT Brand Identity + Design Omnichannel Campaign Creative UX + UI Design Website Development Content + SEO MEDIA + TECHNOLOGY Media Buying + Management Paid Social + Display Conversion Optimization LAKE COUNTY, CA ClearlyDifferent. The Challenge Rebrand a remote area of California wine country that is either unknown or not highly regarded by potential visitors. The Goal Build and execute a brand strategy to attract overnight visitors to Lake County from the surrounding drivetime areas of California and Oregon. The Solution Through immersive brand research, we found the residents of this ancient place to be warm self-starters with a distinctly quirky side. That led to a campaign that is clearly different, and our clients had the courage to embrace it. We added a level of deep analysis with an Audience Intelligence Study to help us develop a highly targeted media and messaging strategy, ready to deploy as soon as the COVID-19 pandemic eases. We also rebuilt the website from the ground up to receive online visitors with the same earthy, eccentric enthusiasm they will experience in person. DESTINATION CASE STUDY: LAKE COUNTY, CA 41 DESTINATION CASE STUDY: LAKE COUNTY, CA DESTINATION CASE STUDY: LAKE COUNTY, CA 42 DESTINATION CASE STUDY: LAKE COUNTY, CA 43 DESTINATION CASE STUDY: LAKE COUNTY, CA Website 44 DESTINATION CASE STUDY: LAKE COUNTY, CA 45 46 DESTINATION CASE STUDY: LAKE COUNTY, CA 47 CASE STUDY MARTINCOUNTY, FL DESTINATION CASE STUDY: MARTIN COUNTY, FL “These guys took the time to really get to know us and understand how unique we are in the south Florida landscape of destinations. They gave us a unified, differentiated brand foundation and have helped us adapt and pivot to new challenges over the years. From carefully crafted messaging and highly targeted media campaigns to a responsive website that is easy to navigate, they have conscientiously helped our tourism industry grow in ways appropriate to this special place.” Nerissa Okiye, Tourism Director, Martin County Office of Tourism and Marketing MARTIN COUNTY, FL 48DESTINATION CASE STUDY: MARTIN COUNTY, FL MARTIN COUNTY, FL NaturallyQuaint. The Challenge Rebrand Martin County, a quiet, pristine beachside retreat, to stand out among its high-rise neighbors in southeast Florida. The Goal Attract overnight visitors from surrounding drive-time areas, especially during the hot summer months. The Solution In Martin County, 25% of the land is fiercely protected as parks, preserves, and natural beaches; no building is more than four stories tall. Life moves at a slower pace than in nearby cities, and that’s where we focused the brand strategy, to reflect on the promise of this naturally quaint haven where they don’t rake the beaches and time isn’t the only thing preserved. The Results Since we started working with Martin County in 2015, tax revenue has increased by 60%. As the county’s agency of record, we’ve helped them navigate good times and bad, including a recovery campaign dubbed “Like a Local,” which ran during the red tide algae bloom in 2018, and a “Moments of Escape” campaign, which ran during the COVID-19 crisis of 2020. RESULTS 60% 2015 2020 TAX REVENUE % INCREASE IMPRESSIONS FOR LIKE A LOCAL CAMPAIGN3MM to overcome the negativity caused by a red tide algae bloom in 2018. Since we started working with Martin County in 2015, tax revenue has increased by 60%. Services INTELLIGENCE + STRATEGY Research + Analytics Customer Insights Creative + Content Strategy Omnichannel Media Strategy CREATIVE + CONTENT Brand Identity + Design Omnichannel Campaign Creative UX + UI Design Website Development Content + SEO MEDIA + TECHNOLOGY Media Buying + Management Paid Social + Display Conversion Optimization 49 DESTINATION CASE STUDY: MARTIN COUNTY, FL 50 DESTINATION CASE STUDY: MARTIN COUNTY, FL DESTINATION CASE STUDY: MARTIN COUNTY, FL 51 52 DESTINATION CASE STUDY: MARTIN COUNTY, FL 728x90 Animated Ad 53 DESTINATION CASE STUDY: MARTIN COUNTY, FL 54 DESTINATION CASE STUDY: MARTIN COUNTY, FL 55 DESTINATION CASE STUDY: MARTIN COUNTY, FL 56 DESTINATION CASE STUDY: MARTIN COUNTY, FL Click here to view video 57 DESTINATION CASE STUDY: MARTIN COUNTY, FL 58A TULSADREAMBUSINESS. Calling all future founders. Economic Development 59 Tulsa’s Dream Business Entrepreneurs embrace hard work, accept risk, and are willing to do what it takes to create their own path. Their dreams are aspirational and their determination is unwavering. The vision for their business however, first begins in their hearts and minds. This concept invokes the internal dialogue that drives passion to action. We lead with thought-provoking questions that speak directly to the entrepreneurial spirit. This positions the City of Tulsa as a friendly support system vs. a monolithic authority figure. By posing questions vs. statements, we allow the audience to react in their own way and determine how strong their calling is to go from dreaming to doing. It is a calling for all future founders. Tone: Inspirational, Relatable, Encouraging, Thought-Provoking Rationale 60 -“Mixed-Media” -Bold colors -Features locals -Signifying badge Concept 2 | Visual Language Supporting Font: Alternate Gothic 61 Concept 2 62 Concept 2 | Sample Application 63 64 A Tulsa Dream Business Marketing materials that are accompanied by “A Tulsa Dream Business” stamp are associated with a highlighted business/individual with their shared story living on the City of Tulsa website. These are business owners who are willing to share the realities of their experience and encourage other entrepreneurs to make their own mark on the city by dreaming big. Feature stories (written and video) will highlight the unique challenges, opportunities, and impact of experienced entrepreneurs. The format will follow the Q&A structure of the concept itself and give future founders the opportunity to get their questions answered by utilizing social media to gather questions. The goal is to provide the next generation of business owners the insights they need ranging from the vision phase, to the development and results phase of someone else’s journey. 65 66 The Dream Machine The City of Tulsa can extend its offerings for women and minority-owned businesses by utilizing a “test truck” that operates as a mobile resource and pop-up opportunity for future founders to test their concepts. It is a tangible reminder that the City of Tulsa wants new businesses to thrive and helps create opportunities. The truck can make appearances at festivals, farmers markets, destination districts, etc. and utilize social media and a micro-site to track the trucks whereabouts and create a sense of excitement throughout the city. 67 Project Approach Section 4 Our philosophy is simple: We start with you. 68 Collaboration is the cornerstone of our work. A fluid working relationship with you, and your team and stakeholders, will be key to our long-term partnership. Together, we will discover hidden gems, come up with game-changing ideas, and uncover strengths throughout this process. It is critical for us to share ideas along the way, to discuss what each may mean, and how they might influence the brand experience. Regularly scheduled status calls and meetings will be planned to ensure collaboration among both teams. We have made several assumptions based on the information you provided and the information we have found during our preliminary research. Although we appreciate the RFP process, it is critical we sit down with your team to finalize a scope of work and methodology together. You should take comfort knowing that we know how to work with municipalities and are comfortable making public and private presentations to key stakeholders. Most importantly, we have an appreciation for the use of public funds and understand the responsibility and accountability that comes with this territory. And we don’t take this lightly. We know how important it is to get this right. 69 We start with an understanding of the problem that needs to be solved. In this case, we are here to help you win - grow your visibility and reputation among your target audience(s). We are going to put you in the best position to succeed and we are going to give your visitors, business and community every opportunity to say “yes”. We understand the importance of getting this right. And because of this, we are going to take you down a strategic path that connects qualitative research and real-time data to develop a measurable marketing campaign for tourism and economic development that is driven by a strategic and creative campaign that generates the results we are all striving to achieve. We also understand that you don’t have endless funds. Every penny invested in this initiative will be done so with intention and carry a direct impact to your success. We will build a shared vision for success. 70 It is important we focus on the desired results and have a clear understanding of expectations so we can build a performance-based campaign that allows us to measure results every step of the way. Together, we will build a campaign and media plan with a common vision and clear goals. We’ll outline KPIs, determine how success will be measured, who is measuring it, and how often. Based on the questions and answers reviewed during this process, we strongly believe exploration and strategy is needed. We also believe our audience intelligence tools will amplify a more targeted strategy which will result in making your marketing dollars go further. We are comfortable leading this conversation with your team to better define the scope, create a tight contract, and clearly define the desired outcome to ensure your investment is spent wisely. 71 Our Point of View Following rules produces average results. We dislike rules and average, though passing, is unacceptable. We are looking to work with clients who want to work with creative thinkers that are willing to do things differently - even at the risk of getting disqualified from this important RFP process. So this is the part of the response where communities either love us and invite us to the pitch to continue the conversation or choose a different route and eliminate us. You have asked for some really good things in your RFP. All of which we fully support. But the truth is, tossing out strategic and creative ideas at this point is not how successful campaigns are built. For us, everything is grounded in data, research and collaboration. We can’t do this without you. It takes a partnership to be successful. The bottom line is you are uniquely different than any other community. Repeating what we have done for another community is not in the best interest of La Quinta - we will develop a strategy to move the needle in the right direction for you. The speed at which we want the needle to move is up to us (collectively). Your media dollars will drive this and our monthly reporting will support it. The variable in costs (the three plans) have a multitude of variables. And these variables warrant deep conversations. Can we do everything in this RFP? Absolutely. But in the best interest of La Quinta it is important we build the plan and budget together - this is the type of partnership that sets all of us up for success. 7171 So, what’s next? We have outlined a plan on how we would like to proceed based on a proven methodology that leaves room for “what-if” thinking and a creative campaign that produces the results we all want and expect. Though we have not yet been hired, we are going to give you a small look at our mobility data (page 77-78) to show you how this can impact how we can target our top tier audiences and eliminate media waste - making your marketing dollars go further. We know media, specifically digital media is important and will play a significant role. You should take comfort knowing that we purchase over $50 million dollars a year in media for our clients. We tell you this not to brag, but to help you understand the depth of talent, tools and negotiating power you have access to at Medium Giant. 72 73 Process and La Quinta Work Plan Section 5 74 QUESTION EVERYTHING We immerse ourselves in your community to obtain a clear understanding of the challenge at hand. We explore new data, research, and cultural trends to uncover growth opportunities and create space for possibility. We synthesize our learnings and apply human-centered design thinking to carve a new path forward for your brand. We develop strategic plans that bring your brand’s story to life and inspire people to action. Once plans are activated, we leverage technology and data science to optimize those customer experiences for maximum return on effort. Growth compounds over time. We formalize key learnings and feed them back into the planning process. This cyclical approach is how we relentlessly pursue what’s possible to break from the status quo and accelerate the Curiosity Curve. REPEAT. QUESTION EVERYTHING… Onboarding Audience Intelligence + Discovery Analytics Audit + Implementation Strategic Marketing Plan Presentation Week 12 Content Audit + Strategy Creative Concepting + Development Campaign Launch Week 1 Weeks 2-6 Weeks 4-8 Weeks 8-10 Weeks 9-11 Weeks 11-15 Week 16 Week 17 Paid Media Strategy La Quinta - Strategic Work Plan (Phase 1) Audience Intelligence Discovery Content Audit + Strategy Weeks 2-4 Weeks 8-10 Creative Concepting + Development Analytics Audit + Implementation Weeks 4-8 To find La Quinta’s best high value audience(s) we analyze your first-party data to understand your most valuable visitor profiles and identify lookalikes. This intelligence informs media targeting, persona development, and content and campaign messaging. (See preilim. mobility study sample on the following pages)) As a complement to our quantitative analysis, we seek to understand the humanity and emotion behind the giving process through interviews with your key stakeholders, business and potential visitors. Those interviews reveal the inspiration to visit La Quinta and/or start a business here. Review La Quinta’s analytics setup and configuration, for your website. Based on those findings, we ensure data is accurately collected and made available to support marketing goals and objectives for tourism and economic development. By examining your current content, we can identify gaps and areas of opportunity. This audit, along with audience intelligence and brand discovery data, helps us define your ideal personas and articulate key pillars for content development. Now that we know where and how to engage your audience(s), we concept and develop campaign creative that deepens emotional connections and inspires action. Paid Media Strategy Using information gleaned from the audience intelligence study, brand discovery, and content strategy, we formulate a performance-driven omnichannel media strategy aligned to campaign goals, with the intent of maximizing ROI. Weeks 2-6 Weeks 9-11 La Quinta - Strategic Work Plan (Phase 1) Weeks 11-15 Audience Intelligence Study - Example Our Data Represents Real Annual Travel Behavior to/from Any Location We leverage anonymous mobile device tracking data and anonymous GPS enabled vehicle tracking data for our studies. Our data source is the primary provider of mobility data to the U.S. Federal Government for highway traffic flow planning. Using this real-time data, we can see vehicles and smart devices that have actually visited La Quinta, as well as where each trip originated. We can assume that most trips originated from home. This data is collected and available to us on a rolling 365 days. We’re able to specify days, dates and times if we want to get that specific. The key is, we’re able to look at what has already actually happened over the past year, rather than having to geofence a certain location in the future for a limited time. We Use That Data to Derive Preferred Customer Profiles We analyze our mobility data to determine the zip codes where these visitors live based on where their trip originated and where there are more of them. We then overlay Experian’s Mosaic USA Consumer Classifications, which group American consumers into 71 different clusters, rich with demographic information. This is how we build complete profiles of our best customers, including key demographic information as well as media preferences and behaviors. We use this information to develop highly targeted media and messaging strategies to reach our top tier visitors.. We ran a topline report on one location in La Quinta, Legacy Villas Resort (to illustrate the type of date we have), to see where visitors in the past year came from. We can look at any location we choose. We have included a snapshot of the type of information we can analyze to build an intelligence-driven strategy for marketing La Quinta as a destination. Origin Zip Codes with Top Tier Audience Households Percentage Legacy Villas Resort Darker colors represent higher concentrations of our top tier audiences 66% of visitors come from the 92211 zip code The idea is to use these high profile zip codes and layer in mosaic codes to then go target more of these personas (most likely to visit). You can see that Paid Search or Targeted Display should be an important part of the mix based on media preferences from this audience. ❏Competitive analysis + research ❏Stakeholder + community interviews ❏Develop an Organizing Idea ❏Articulate visitor mindset ❏Deliverable: Connection map Onboarding Audience Intelligence Discovery Content Audit + Strategy ❏Establish timelines + project milestones ❏Outline project goals, output + KPIs ❏Deliverable: Strategy map ❏Analysis + enrichment of donor data ❏Visitor demographics ❏Trade area refinement ❏Deliverable: Visitor prospects by tier + media channel ❏Evaluate existing content ❏Review existing digital channels + competitors ❏Develop content pillars ❏Map the visitor journey ❏Deliverables: Visitor personas + content map Meetings: Work ReviewsMeeting: Kickoff Call 79 Analytics Audit + Implementation ❏Review analytics setup + configuration ❏Standardize Google Analytics account ❏Enhance data collection ❏Deliverables: Audit report + recommendations Tasks + Deliverables For Each Stage - Phase 1 Paid Media Strategy ❏Comprehensive presentation of strategy outlining prioritized tactics + activations against campaign goals Ongoing Meetings: Work Reviews Meeting: Presentation Creative Concepting + Development Strategic Road Map Campaign Launch ❏Review + set up third-party pixels and integrations to ensure campaign and ROI tracking ❏Create up to three campaign design concepts ❏Develop campaign creative to fulfill media strategy launch ❏Develop additional content throughout the life of the campaign, as identified in the content audit + strategy phase ❏Deliverables: Creative concepts, campaign assets ❏Determine ❏Confirm seasonality for launch, foundation + peak campaign phases ❏Develop an omnichannel strategy that ensures we achieve success against KPIs ❏Reporting cadence ❏Deliverable: Paid Media Strategy Tasks + Deliverables For Each Phase Stage - Phase 1 81 Agency Fees (3 Work Plans) Section 6 Agency Fees 82 We’re ready to get to work! We’re upfront about everything — even trying to answer the question of “what do you charge?” The fact of the matter is both of us are after the same thing: to produce the highest quality product that has the greatest positive impact for the city of La Quinta. We will always be open and fair with our pricing and are willing to work with you and your team in order to meet your budget requirements. We will work hard to put all of your dollars into deliverables. We are most interested in a long-term partnership with you. A program of this potential scale warrants a team dedicated to its collective success. Following are rates by function.The following pages outlines the three work plan options using the blended rate.. We welcome the opportunity to work with you to develop a comprehensive budget. B+C Rate Card Service/Function Hourly Rate INTELLIGENCE + STRATEGY Brand Strategy + Positioning Research + Analytics Customer Insights Creative + Content Strategy Omnichannel Media Strategy $165/hour CREATIVE + CONTENT Brand Identity + Design Omnichannel Campaign Creative UX + UI Design Website Development/Management Content + SEO MEDIA + TECHNOLOGY Media Buying + Management Paid Search + Paid Social + Display Media Mix Modeling + ROI analysis Marketing Automation Conversion Optimization $165/hour $165/hour Work Plan Budget Allocations 83 Strategy + Campaign Development (Phase 1) Agency Retainer -Campaign Execution/Mngt -PR/Blogs/Newsletter -Web Maintenance -Ongoing Strategy/Support Photography/Video Media Travel/Misc $550,000 $750,000 $900,000 $90,000 $90,000 $90,000 $117,000 ($9,750/mo)$171,000 ($14,250/mo)$213,000 ($17,750/mo) $50,000 $65,000 $75,000 $273,000 $399,000 $497,000 $20,000 $25,000 $25,000 84 HOW TO REACH US: mediumgiant.co 844-394-3654 billy.kulkin@mediumgiant.co