TRAFFIKRESPONSE TO RFP #12032021
Marketing, Branding, Campaign Development
& Digital Marketing Services
JANUARY 7, 2022 // WEARETRAFFIK.COM
TRAFFIK IS THRILLED AT THE PROSPECT OF
PARTNERING WITH THE CITY OF LA QUINTA.
As a full-service marketing and advertising agency,
we leverage our deep expertise to engage and
authentically communicate with your target audience
in meaningful, data-driven ways.
We achieve this by developing fresh, exciting marketing
campaigns that capture attention and position La
Quinta as the premier destination in the Coachella
Valley. This not only delivers exceptional results, but it
also ensures that, together, we elevate the image and
standing of La Quinta.
Not just looking
toward the future.
Building it.
Together.
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COVER LETTER
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AGENCY BACKGROUND
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SUBCONTRACTING
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INSURANCE
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WORK PLANS
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REFERENCES
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DISCLOSURES
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WARRANTY/GUARANTEE
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TABLE OF CONTENTS
TRAFFIK HQ
Nestled in a mall, under the watchful gaze
of a Ferris wheel, TRAFFIK is driven by
infectious energy and trend-setting style!
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COVER
LETTER
Based on our extensive expertise and experience, TRAFFIK
is pursuing all components of the scope of work, including
graphic design, newsletter development and publication,
photography services, public relations, economic development,
video services, website management, digital services, media
buying and brand enhancement.
As you will see throughout our response, we have the required
experience and expertise to create modern, sophisticated
marketing, messaging and branding assets that enhance the
existing campaign. We are excited to work with you to engage
target audiences and elevate La Quinta to its rightful place as the
quintessential desert destination in Southern California.
All information and pricing provided in this proposal are valid for
at least ninety (90) days. In the meantime, we look forward to
building a successful partnership between the City of La Quinta
and TRAFFIK.
Warm regards,
W e're pleased to present our response to your
request for marketing, branding, campaign
development and digital marketing services.
We know that our expertise and proven outcomes make us
exceptionally qualified for this partnership.
For 20 years, TRAFFIK has worked with hundreds of public
and private organizations as a full-service marketing and
advertising agency. Our team of industry experts partner
with organizations to develop, design, position and manage
integrated marketing executions.
Headquartered in the heart of Southern California, we pursue
measurable outcomes for our clients—creating attention-
demanding, award-winning campaigns that deliver tangible,
quantifiable results.
What’s more, at TRAFFIK, diversity isn’t just a buzzword. It’s
deeply ingrained in how we approach everything we do. The
diversity of our team ensures we offer a truly unique perspective
for your marketing needs—part inside, part outside, all innovative.
With team members who call the Coachella Valley home, and
years of media buying experience in the area, we understand the
culture and lifestyle of the region like a local. With team members
from around the globe, we bring an external viewpoint, ensuring
we look at things from a different angle to provide fresh and
unexpected approaches.
Brent Shoji, MBA
EXECUTIVE DIRECTOR
BRENT.SHOJI@TRAFFIKONLINE.COM
949.679.6820
AGENCY MAIN OFFICE AND LOCATION SERVING THIS PROJECT
LOCATED AT TRAFFIK, 874 Spectrum Center Drive, Irvine, CA 92618
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THE ASTRONAUT ROOM
Our astronaut room inspires us to shoot
for the moon for our clients—delivering
work and results that are out of this world.
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AGENCY
BACKGROUND
TRAFFIK IS PRIVATELY OWNED BY OUR CEO, ANTHONY TRIMINO.
In 2002, the company was incorporated in the state of California. We are
not a subsidiary of a parent company, and our Federal Tax Identification
Number is 32-0045529. The following section details our background.
Established in 2001, TRAFFIK creates innovative
and evidence-based solutions that capture attention and drive
results. Our expansive client roster has paved the way for
extensive expertise in outreach marketing across the globe and
at home, in California.
TRAFFIK is a pioneer in creating meaningful connections
between organizations and their audiences. By leveraging
social listening, big data, consumer insights and 20 years of
experience, we create culturally relevant, audience-focused
campaigns that demand attention, create awareness, build
community engagement and, ultimately, achieve our clients’
goals. Our extensive experience, focus on foundational research
and customized marketing approach allow us to uncover
valuable insights to craft strategies and messaging that inform
our industry-disrupting creative and drive measurable results.
TRAFFIK is an expert in reaching underserved and diverse
audiences. Since the company’s inception, we’ve dived
into the unique needs, challenges and cultural nuances of
every community we work with—in California and across
the country—to maximize our campaigns’ effectiveness. Our
approach is steeped in authenticity and prioritizes delivering
relevant, targeted messaging to each segment, ultimately
driving meaningful results for our clients.
About
TRAFFIKB
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What Sets Us Apart
TRAFFIK was named the fastest-growing minority-owned advertising agency by
Inc. magazine. in the U.S. Our clients will agree that our success is measured by the
strength of our results and by the depth of our commitment to them.
•Proven experience designing outreach campaigns for diverse and
underserved audiences, especially educational/informative messaging
•Two decades of experience marketing nationally and a decade of
experience marketing globally
•Proficiency distilling complex information into education and
awareness campaigns
•Firsthand experience working with government and public entities
OUR DIFFERENTIATORS {
Expertise
Reaching
Regional,
National &
International
Markets
10
ur Philosophy: We are a high-touch partner that is
obsessed with numbers and analytics.
We balance data-driven strategy with attention-
demanding creative to produce exceptional
results for our partners.
We constantly push ourselves to apply data in
more effective ways, engage audiences across
every touchpoint, develop innovative solutions
and reimagine traditional models—all to deliver
better outcomes for our partners.
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How We
Achieve This
Our collaboration with the City will allow us to be
a true partner, not a vendor. This is accomplished
through strategic meetings, collaborative planning and
an ongoing dedication to understanding your market
and providing you with strategic recommendations.
We will not operate in a silo, but rather will be an
extension of your team, allowing us to better align
with your strategic branding and organization goals.
We will look out for you.
Our dedication to transparency will be demonstrated
throughout our relationship with the City. For our
clients’ projects, we share raw data and work hard
to provide a comprehensive picture for all parties
involved. We treat your money as if it were our own.
We are accountable for knowing where your dollars
are being spent and strive to make your dollars go
further.
Our focus on results motivates us to increase
awareness and drive actions for our clients. We
perform continuous optimizations when executing
campaigns and solicit feedback on lead quality
throughout the process, from initial inquiry to an
action taken, and after. This allows us to make
strategic pivots, continuously steering toward
actionable results.
{
{
{
COLLABORATION, TRANSPARENCY AND FOCUS ARE THE CORE PRINCIPLES OF
OUR APPROACH TO A PARTNERSHIP WITH THE CITY.
YEARS OF DIRECT
EXPERIENCE
20Since our agency’s inception, we
have worked with public and private
entities, spanning several diverse
industries. We bring decades of
learnings and best practices that
translate across industries.
WE ALIGN EXPERTISE and innovation
to drive results—not just looking toward
the future, but also creating it.
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Collaboration
Transparency
Focus
13 CEA RFP #07-21
TRAFFIK AND ITS PROFESSIONALS ARE
Google Analytics, Google Partner and Bing certified.
Our team is also certified in Search, Display, Mobile,
Video, Tag Manager and Shopping. We are trained to
work with applicable and relevant software, including
Google Marketing Platform, Oath Ad Platform,
Facebook Blueprint, BrightEdge, Conduct, Kenshoo,
Marin and Adobe.
We have extensive relationships with a variety of
providers (e.g., Facebook, LinkedIn, Google, Bing) and
get the latest news and feature updates regularly, along
with a standing bimonthly call with our Google reps
who alert us to trends or new features to try and test.
As a testament to our expertise, TRAFFIK is invited
to Google Summits, where innovative and upcoming
features on the advertising platform are introduced.
We also receive invitations to other specialty summits
hosted by other distributors (e.g., Facebook), where
we are invited to test new advertising elements before
they hit the mainstream market.
The TRAFFIK team is recertified every year to stay up
to date on changes within the UI, strategies and overall
landscape of Google, Bing and other platforms.
Digital
Certifications
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Our Awards
We’re not in it for the accolades—we’re in it for our clients. While we’re honored by the long list
of awards we’ve won for our work, we’re most proud of what’s behind the trophies. Because
award-winning work means we’re breaking new ground, generating demand and, most
importantly, shining attention on the brands and companies we work with—and doing it in
a way that creates so much buzz it can’t be ignored. In fact, it demands to be celebrated.
Across our various TRAFFIK divisions, the following is some of the award accolades.
30-Time Davey Award Winner
Mature Media Award Winner
Multiple Telly Award-Winning Agency—
Six Consecutive Years
CASE Circle of Excellence Award Winner
ADDY Award Winner
National Health Information Award Winner
Annual Healthcare Advertising Award Winner
Named Among "Top 50 Ad Agencies"
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The City will be provided a dedicated, executive director–led team
consisting of the following roles:
• Executive Director
• Creative Directors
• Digital Manager
• Senior Media Buyer
• Strategists
• Account Supervisor
• Developer
• Project Manager
The following team is assigned to support the City. The pages that
follow include their resumes. Additional creative, developers, digital
media and account team staff are on hand to provide support to any
project, as needed.
STRATEGY
Laura Stalder, MS | Strategist
Maxwell Palladini | Strategist
ACCOUNT MANAGEMENT
Caro D’Antuono | Head of Account Management
Christian Trimino | Account Supervisor
CREATIVE
Jeremy Troutt | Creative Director
Natalie Kechian | Graphic Designer
Nathan Kuntz, MFA | Senior Copywriter
DIGITAL MARKETING
Max Beshkooh | Senior Digital Marketing Manager
Rebecca Power, MBA | Senior CRM & Marketing Automation Strategist
PROJECT MANAGEMENT
Andrew Yun | Senior Project Manager
EXECUTIVE SPONSOR
Brent Shoji, MBA | Executive Director
Our Team
We understand how to work with government and public entities
and bring decades of learnings and best practices that translate
across industries.
A few examples of our team’s experience working with public
and governmental bodies in California include LA Care; LA
Metro; Los Angeles International Airport; John Wayne Airport;
University of California, Irvine; California State University,
Fullerton; Inland Empire Health Plan; Cal MediConnect; and
Valley Health Plan.
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Working with Public Entities
Since our agency’s
inception, we have worked
with public and private
entities, spanning several
diverse industries.
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LAURA STALDER, MS
STRATEGIST
Resume
QUALIFICATIONS
Laura is a trendsetting strategist who transforms data and insights into highly creative, out-of-the-box tactics and initiatives. As
TRAFFIK’s Strategist, she seamlessly merges audience research, rich analytics and creative messaging for every campaign the agency
creates and executes.
Before joining TRAFFIK, she developed innovative strategies for Nestlé Switzerland, where she crafted solutions for the “lunch-on-the-
go” market, and Swissnex, where she collaborated closely with the CEO to ensure marketing strategies and long-term goals were in
alignment. Laura holds a master’s degree in Integrated Innovation for Product and Business Development from the HES-SO University
of Applied Sciences & Arts of Western Switzerland and a bachelor’s degree in Economics and Business Management from the
University of Neuchâtel, Switzerland.
PROFESSIONAL EXPERIENCE
TRAFFIK
Aug. 2021 – Present
Strategist
•Creates integrated marketing and brand strategies for clients, including comprehensive go-to-market strategies, across a diverse
range of industries including healthcare, finance, technology and higher education
•Develops insights and strategies with qualitative and quantitative data, industry best practices, trends and audience learnings
•Conducts primary and secondary research, including focus groups, interviews and surveys, and desk research
•Develops competitive audits, content audits, audience personas, KPI analyses, brand identity evaluations, business briefs and other
strategic deliverables
•Writes creative briefs that include overall strategy, positioning, messaging and creative inspiration that provide direction to the
creative team
•Develops and presents client presentations
•Follows up on campaign performance and proactively provides recommendations for improvements that accomplish marketing
success metrics
SWISSNEX
Nov. 2020 – Aug. 2021
Innovation Lead
•Oversaw strategy and implementation of innovation services for both the New York and Boston offices
•Collaborated closely with the CEO to ensure alignment of innovation activities with long-term strategy
•Managed 20+ accounts and worked directly with clients on their go-to-market strategies, including digital marketing strategy,
business development opportunities, market research and competitive audits
•Delivered $160K of project work to clients
•Generated industry-specific reports to inform clients on best practices and latest trends
•Produced semi-annual reviews for partners to report performance results
•Managed two interns and drove project delivery
•Worked closely with the Communications team to develop creative briefs, external communications, social media content and
marketing materials
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Laura Stalder Resume (cont.)
April 2019 – Nov. 2020
Media & Innovation Manager
•Drove delivery projects for clients from several industries including digital media, artificial intelligence and digital health
•Managed 30+ accounts and worked directly with clients on their go-to-market strategies
•Delivered over $100K of project work to clients
•Developed and managed training programs in emerging media technologies
•Developed creative briefs, external communications, social media content and marketing materials with the Communications team
Sept. 2018 – April 2019
Junior Project Manager
•Managed delivery projects to foster collaborations between Swiss and US institutions
•Researched, analyzed and collected data about specific industries
EDUCATION
HES-SO University of Applied Sciences & Arts of Western Switzerland – Delémont, Switzerland – 2018
MS in Integrated Innovation for Product & Business Development
University of Neuchâtel, Switzerland – Neuchâtel, Switzerland – 2015 – BS in Economics & Business Management
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MAXWELL PALLADINI
STRATEGIST
Resume
QUALIFICATIONS
Maxwell Palladini is a dedicated and effective strategist who is highly skilled in devising actionable, data-driven brand strategies and
market plans. With over three years of strategic experience across many industries, including healthcare, airline, telecommunications and
automotive, Maxwell brings to TRAFFIK a wealth of experience in strategic problem-solving to drive results for his clients. He is well versed
in numerous research tools, including Helixa, Netbase and MRI Simmons.
At TRAFFIK, Maxwell performs in-depth research as well as quantitative and qualitative analyses to craft robust brand strategies for
implementation across numerous media platforms and comprehensive briefs that guide and inspire the creative team to create engaging
and effective assets.
PROFESSIONAL EXPERIENCE
TRAFFIK
Nov. 2021 – Present
Strategist
•Performs research that provides the insights needed to evoke genuine behavior change
•Performs quantitative analyses like surveys, conjoints and predictive models as well as qualitative analyses like interviews, focus
groups and usability tests
•Creates go-to-market plans that combine business and marketing strategies to provide the best path forward
•Crafts content strategies for implementation across media platforms (traditional, digital, social, etc.) and writes creative briefs that
get at the heart of the conversation and inspire the creative team
•Conducts re-brand initiatives that authentically position brands for both internal and external audiences
STARCH CREATIVE
April 2021 – Nov. 2021
Strategist
•Created brand strategies for Starch and its sister brands, Purpose Supply Co. and Purposebuilt
•Developed and implemented social strategy for Starch’s Instagram and LinkedIn
•Implemented research tool Helixa to uncover high-impact consumer insights across client work from healthcare to luxury lifestyle
to clothing
•Created bi-weekly insight reports tailored to clientele that were shared across the company
RAUXA
June 2020 – April 2021
Strategist
•Built the strategy for Alaska Airlines 2020 Year In Review campaign, which led to a 91% YoY increase in booking
•Led strategy that won an RFP for Amazon Fresh that included a variety of brand strategy elements such as audience insights,
customer journey, value propositions and messaging frameworks
•Partnered with strategic leadership to create an updated brand strategy and digital adoption strategy for Blue Shield of CA
•Conducted market research and competitive audits, analyzed industry landscapes and consumer behavior, created personas and
brand expressions, and utilized digital analytics and other company resources to create strong digital marketing strategies for the
short and long term that aligned with client needs and existing IT platforms
EDUCATION
Chapman University – Orange, CA – 2018 – BS in Business Administration, emphasis in International Business; Minor in Spanish
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CARO D’ANTUONO
HEAD OF ACCOUNT MANAGEMENT
Resume
QUALIFICATIONS
Caro is a multicultural marketing leader with expert-level authority in advertising, brand building and storytelling. As TRAFFIK’s Senior
Account Director, Caro enhances the day-to-day communication process between agency leaders, clients and teams, bringing forth
strategies that transform campaigns into outstanding results.
During her tenure as Group Account Director at Gallegos United and VP of Marketing at Northgate Markets, Caro’s work drew
accolades from both national and international creative festivals, including Cannes Silver and Bronze Lions. Caro holds a BA in
Communications with Advertising Concentration from California State University, Fullerton. She’s also a board member of the non-profit
organization One OC and has been a guest speaker for Portada, a CNN en Español TV show.
PROFESSIONAL EXPERIENCE
TRAFFIK
Aug. 2021 – Present
Head of Account Management
•Responsible for the Account Services department (P&L, staffing, employee development, roles/responsibilities, department
structure, etc.)
•Aligns with agency leaders to improve intercompany communication, process, practices and procedures
•Responsible for meeting business KPIs and developing client-specific business plans
•Manages multi-disciplinary team and ensures delivery of projects, scopes and briefs
GALLEGOS UNITED
Nov. 2019 – March 2020
Group Account Director
•Managed team of account managers, oversaw their day-to-day operations and developed strategies to solve business challenges
across agency accounts for this multicultural advertising agency
•Worked on Latinx communications for Bloomberg for President 2020 at Campaign HQ in NY
•Chosen to be an early member of Grupo Gallegos and part of the management team that contributed to all aspects of the agency’s
operations from staff recruitment, hiring and training to financial P&L and implementation of the agency vision
•Co-led Comcast and grew the account into the largest account at the agency
•Launched Xfinity’s language choice campaign that was awarded a Silver Effie in 2017 and that contributed to a 420% increase in
Hispanic net new videos subscribers YOY
•Responsible for all direct marketing efforts, including DRTV, direct mail, shared mail and email; managed programs for acquisition,
upgrades, onboarding, movers, winback, MDU, B4B and retention
•Worked closely with analysts and Comcast Marcom and Marketing Sciences teams to review campaign and test results: URR, cost
per calls, CPL, cost per connects, 1-month revenue and 12-month revenue projections, MROIs, LOBs, etc.
•Developed growth plans for each team member; mentored and inspired through ongoing training and feedback on their progress
•Reported directly to the CEO on multiple accounts, including Target, California Milk Processor Board, The Scotts Miracle-Gro
Company, LALA Foods, Curacao Stores, Zales Jewelers, Bally Total Fitness, Harrah’s Casinos, Constru-Guia and Absolut Vodka
NORTHGATE MARKETS
April 2017 – June 2019
VP, Marketing
•Advocated for building a powerful and consistent brand
•Successfully repositioned Northgate Market in the grocery category and relaunched the brand, strengthening the organization and
improving brand sentiment to an all-time high
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Caro D’Antuono Resume (cont.)
•Identified new consumer segments and spearheaded the development of new creative work yielding an increase of 3% in
customer count and an increase of 4% in sales in the first two years
•Delivered a media plan with higher impressions, including digital innovative platforms yielding a more efficient media mix with a
flat budget
•Responsible for all marketing functions, including brand management, shopper marketing, e-commerce, social, digital, content
creation, weekly ad circular, sponsorships and partnerships
•Embedded the brand in unexpected places, making the brand part of pop culture (Hollywood Bowl, Dodge Ram Chrysler, L.A.
Dodgers, San Diego Padres and more)
•Introduced traffic-driving campaigns and tested pilot programs with various media to improve ROI by 300%
•Executed a new advertising agency review, which led to the creation of better work and four times the number of deliverables and
creative assets, maximizing the marketing budget
•Provided continuous demographic information and trade area data to help maximize future growth and increase market share
using Geoscape, Scarborough, Claritas, Prism data and more
•Orchestrated Northgate’s Top-to-Top yearly meeting as the main presenter to over 140 brand partners (Coke, Pepsi, Anheuser Bush,
Miller-Coors, Nestle, Hormel, P&G, Unilever, Frito-Lay, Avocados from Mexico, etc.) and increasing shopper marketing dollars by 15%
EDUCATION
California State University, Fullerton – Fullerton, CA – 2014 – BA in Communications with Advertising Concentration
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CHRISTIAN TRIMINO
ACCOUNT SUPERVISOR
Resume
QUALIFICATIONS
Christian oversees a wide range of accounts at TRAFFIK—coordinating between teams to set and manage timelines, gather and
distribute required assets and information, and establish streamlined processes to ensure that all projects and campaigns are
successfully completed and executed.
With over five years of experience managing accounts and projects, Christian brings exceptional attention to detail to his role as the
main point of contact between key client stakeholders and TRAFFIK creative team members.
PROFESSIONAL EXPERIENCE
TRAFFIK
Feb. 2020 – Present
Account Supervisor
•Oversees client projects from strategic inception to successful completion
•Day-to-day account liaison and administration
•Participates in agency development and new business
ALIGNMENT HEALTHCARE
May 2019 – Feb. 2020
Senior Account Executive
•Managed over 4,000 sales agents in Orange County
•Trained and certified 4,000+ brokers yearly
•Hosted senior events across California to inform and enroll
•Grew and retained FMO partnerships
•Created sales initiatives with the goal of increasing YoY enrollment
TRAFFIK
Jan. 2017 – June 2018
Market Research Analyst
•Provided key research to reduce MELT, increase YoY enrollment and increase pipeline in the graduating high school, transfer
student, international student, undergraduate and graduate segments
•Provided and presented real-time reports on current market conditions
•Persona building and audience identification
CERTIFICATIONS
Google AdWords
Google Analytics
HubSpot Content Marketing
Hootsuite Social Media Marketing
Facebook Blueprint
YouTube
Twitter Flight School
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JEREMY TROUTT
CREATIVE DIRECTOR
Resume
QUALIFICATIONS
Jeremy is a multidisciplinary, strategic creative with more than 20 years of experience with high-profile clients, including but not
limited to Fashion Institute of Design & Merchandising (FIDM), University of Memphis, CSUF, University of Redlands, Disney,
UnitedHealthCare, Blue Cross Blue Shield, House of Blues, HID Global, Edwards Lifesciences, and Entrust Datacard.
With extensive knowledge of both the client and agency sides of advertising, Jeremy’s creative has won Tellys, Daveys and related
advertising awards. He leads and inspires a team of approximately 20 creative professionals, including art directors, graphic designers,
copywriters, developers and content producers.
PROFESSIONAL EXPERIENCE
TRAFFIK
2014 – Present
Creative Director
•Leads creative direction for 360-degree campaigns for global and national brands
•Results-driven creative
•Leads in creative team inspiration and culture
UNITEDHEALTHCARE
2002 – 2014
Senior Graphic Designer
•Created advertising, marketing and branding for Fortune 20 company
•Leader on projects exceeding $100 million in revenue
•Leader on branding and national integrated advertising campaigns
•On-set/location art direction
•Collaborative role with C-level executives
ASPLANDESIGN
1998 – 2001
Graphic Designer
•Created concepts and designs for The Walt Disney Corporation, House of Blues, Yamaha, PacifiCare, Pacific Life and others
•Worked on launch of Disney’s California Adventure Theme Park and House of Blues Anaheim
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NATALIE KECHIAN
GRAPHIC DESIGNER
Resume
QUALIFICATIONS
Natalie is a versatile graphic designer who produces fresh, cutting-edge concepts and design that enhances audience engagement,
improves communication and strengthens brand equity. She brings more than eight years of experience to her role at TRAFFIK—and
has crafted attention-demanding print, digital and experiential projects for clients like Google, GoPro, Skechers, Boot Barn, Culture
Collide magazine, Converse and Nike.
After earning her BA in Media Studies from the City University of New York (CUNY) Queens, she brought her New York City drive to the
West Coast—marrying her passion for drawing, painting and abstract art with focused marketing strategies to create a unique design
style that is captivating and innovative and drives results.
PROFESSIONAL EXPERIENCE
TRAFFIK
Oct. 2020 – Present
Graphic Designer
•Produces fresh, cutting-edge concepts and designs that demonstrate vision and leadership in advertising and marketing
•Extensive knowledge in creating and developing concepts for advertising campaigns for all clients
•Designs materials for digital and print marketing, including but not limited to web pages, emails, social posts, ads, brochures, direct
mail and trade show graphics for clients including HID Global, TheManRefined and Harvest
•Designer on proposals and pitch decks presented to potential and existing clients
BOOT BARN
July 2017 – Oct. 2020
Senior Graphic Designer
•Managed a print design team under the creative director
•Designed print pieces, coordinating with printers, merchandising and buying teams from conception to final product
•Responsible for all in-store signage and direct mail pieces from design and layout, selecting and editing images, reviewing with
buyers and vendors, color proofing and print coordination
•Photo editor and compositor for all print, digital, OOH and social content
•Worked in tandem with the marketing and digital teams. Sent out finished assets for email and digital use by required deadlines
SPMDESIGN
Nov. 2015 – May 2017
Graphic Designer
•Conceptualized, designed, and created graphic elements for clients, who included Google, Go Pro, Nike, Converse, Skechers, Hotnife,
Asics, Quiksilver, Roxy, DC Shoes, Tilly’s, BeCore, Native Shoes, Weedmaps, The Berrics, Etnies, World Surf League and Torrid
•Created 3D renderings of design concepts for POP, retail fixtures, window designs and installations, product packaging and
special events
•Designed POP displays, window displays and other collateral materials for multiple brands
•Collaborated with management to translate goals into unique brand and product experiences
EDUCATION
CUNY Queens College – Flushing, NY – 2012 – BA in Media Studies
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NATHAN KUNTZ, MFA
SENIOR COPYWRITER
Resume
QUALIFICATIONS
With more than 14 years of experience in copywriting, Nathan has worked with dozens of diverse clients to create engaging content
designed for specific outcomes. At TRAFFIK, he writes copy, develops concepts, creates messaging for clients, brainstorms with team
members and selects music for commercials. His scope of cultural knowledge and education enables Nathan to quickly develop concepts
that drive creative campaigns.
With two degrees and experience as an adjunct professor at Vanguard University, Nathan’s academic background in research and writing
familiarized him with a range of topics, preparing him to write about them with an authoritative voice.
Nathan has served as the lead copywriter, developing integrated campaigns, elevating branding and driving engagement for a wide
range of education clients, including the University of Redlands, California State University, Fullerton’s MBA program, Marymount
California University, Oak Valley College, Southern California Institute of Technology and University of Memphis.
PROFESSIONAL EXPERIENCE
TRAFFIK
April 2019 – Present
Senior Copywriter
•Develops bold, campaignable concepts centered around a "big idea"
•Crafts copy for a range of clients in their unique brand voice for social, digital, print, video and everything in between
•Collaborates with accounts, strategy, art directors and creative directors to lead and manage integrated marketing campaigns
•Simultaneously manages multiple projects to ensure on-time delivery of campaign assets
•Establishes and maintains strong client relationships
USC - AMERICAN PAPERS JOURNAL
Aug. 2009 – Dec. 2009
Editorial Assistant
•Responsible for receiving and logging all submissions for two issues of the academic journal
•Proofread all final submission, focusing on formatting and grammar
VANGUARD UNIVERSITY ENGLISH DEPARTMENT
Aug. 2005 – May 2006
Adjunct Professor
•Created syllabus in coordination with department chair
•Led in-class discussion, gave lectures and assigned projects
•Graded all work; provided feedback and assistance
EDUCATION
California State University, Fullerton – Fullerton, CA – 2013 – MA in American Studies
Vanguard University – Costa Mesa, CA – 2003 – BA in English Literature
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MAX BESHKOOH
SENIOR DIGITAL MARKETING MANAGER
Resume
QUALIFICATIONS
Max manages and oversees all of the agency digital campaigns, leveraging his extensive expertise with a range of tools like SEMrush,
Moz, Ahrefs, Buzzstream, Hotjar, Mouseflow and more to deliver results. Beginning with a comprehensive audit of each client’s overall
digital presence, Max translates his findings into sophisticated campaign tactics that improve on existing digital infrastructures and
introduce the newest and most effective strategies.
Every day, he runs reports and analyzes data to identify patterns and optimize campaigns based on highly refined performance
variables—delivering the most effective messaging to highly relevant audience segments.
PROFESSIONAL EXPERIENCE
TRAFFIK
2019 – Present
Senior Digital Marketing Manager
•Manages, reviews, and performs daily account responsibilities associated with Google AdWords, Yahoo, Bing and other search
platforms for a variety of clients
•Maintains and monitors keyword bids, account daily and monthly budget caps, impression share, quality score and other important
account metrics
•Provides oversight and manages new paid search campaigns, ad groups and accounts and aids in the creation of paid search
marketing initiatives
•Provides recommendations and executes strategies for keyword opportunities, campaign structuring, targeting, display network
and other facets of paid search in accordance with client goals
•Keeps pace with the latest digital innovations (e.g., social media platforms, search engine and PPC industry trends, targeting and
programmatic advertising technologies)
•Manages the development of relevant keyword lists for clients
•Monitors and administers web analytics dashboards, reports and key reporting tools and points out key areas of importance in
accordance with client goals
•Organizes and analyzes data and marketing results, providing oversight and management. Generates weekly and monthly client
reporting for all major metrics, goals tracking, revenue tracking and other paid search initiatives
•Evaluates clients' websites for mobile performance and optimal search engine rankings
SEO Consultant
2017 – 2019
•Conducted thorough keyword research and analysis; created, categorized and refined keyword lists
•Conducted Amazon SEO, Google SEO/SEM analysis, including local SEO/SEM and global SEO/SEM; provided reports to the
management team
•Conducted full-funnel technical SEO audits
•Provided Link analysis and link-building strategies
•Provided content syndication and content distribution strategies that resulted in a 13% increase in branded keyword searches
EDUCATION
California State University, Fullerton – Fullerton, CA – 2020 – BA in Business Administration, Marketing Concentration
CERTIFICATIONS
Search Ads 360, Microsoft Advertising, Google Ads
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AGENCY BACKGROUND
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AGENCY BACKGROUND
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REBECCA POWER, MBA
SENIOR CRM & MARKETING AUTOMATION STRATEGIST
Resume
QUALIFICATIONS
Rebecca is a creative thinker with a passion for innovative, data-driven, full-spectrum advertising campaigns. She has more than 15
years of experience in managing multi-channel marketing initiatives for companies like First American Financial, Broadbean Technology,
Numecent, Inc., and more recently TextPower, where she led the content creation efforts.
As TRAFFIK’s Senior CRM & Marketing Automation Strategist, Rebecca is in charge of optimizing all the agency’s email tactics to
maximize ROI. She holds a master’s degree in Business Administration and a Bachelor of Arts in Sociology from the University of
California, San Diego. She is also a Google Analytics and Google Ads certified professional.
PROFESSIONAL EXPERIENCE
TRAFFIK
Aug. 2021 – Present
Senior CRM & Marketing Automation Strategist
•Manages email automation, email management and CRM strategies
•Develops and evaluates strategies based on client goals, including lead generation and nurturing
•Plans and manages multi-channel marketing campaigns
•Works closely with all departments and key stakeholders to develop and launch initiatives
TEXTPOWER, INC.
Sept. 2020 – Aug. 2021
Marketing Manager
•Strategic and tactical management and execution of marketing initiatives across a variety of channels
•Content creation: 2021 marketing plan, case studies, email drip campaigns, press releases, newsletters and webinars
•CRM integration: transitioned the company’s CRM and marketing platform, including data migration, field customization, contact
segmentation, workflow automation, email templates and campaign tracking
CMA CGM
Sept. 2019 – Sept. 2021
Marketing Manager
•Managed implementation of corporate initiatives for North America’s commercial and government divisions, including vendor
negotiation, budgeting, event planning, internal and external communications
•Optimized, measured and reported performance of all marketing programs and assessed against sales goals (ROI and KPI),
including cost-benefit analysis of the activities, and adjusted future programs accordingly
•Managed digital transformation initiatives, including programs transitioning from APL Americas LLC to CMA CGM platforms
•Spearheaded all communications and processes in the “return to work” program for essential employees during the
COVID-19 pandemic
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AGENCY BACKGROUND
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AGENCY BACKGROUND
39
Rebecca Power Resume (cont.)
NUMECENT, INC.
June 2017 – July 2019
Director of Marketing
•Managed overall strategy, execution and analysis of marketing campaigns incorporating digital and traditional marketing channels
and touchpoints throughout the customer journey
•Cultivated and facilitated business partnerships with industry influencers to gain strength, momentum and resources in the digital
transformation space
•Developed and managed comprehensive content library of sales-enablement tools, including customer case studies, partner
program materials, marketing collateral
•Tripled inbound lead volume in first year; improved conversion ratios by 25%
MORGAN DREXEN
May 2014 – Sept. 2016
Director of Media Planning & Analytics
•Optimized media budget of $6 million annually for direct-marketing campaigns on behalf of national partner network of attorneys
•Developed automated reporting dashboards to evaluate key performance metrics of marketing channels, call center and
sales department
•Refined qualification process to increase conversion rates throughout the customer-acquisition journey and resolve production issues
•Established relationships and negotiated commission rates with media vendors, while introducing a re-marketing program to
capture an additional $500,000 in annual revenue
EDUCATION
Rady School of Management, University of California, San Diego – San Diego, CA – 2007 – MBA in Marketing
Thurgood Marshall College, University of California, San Diego – San Diego, CA – 2002 – BA in Sociology
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AGENCY BACKGROUND
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AGENCY BACKGROUND
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AGENCY BACKGROUND
ANDREW YUN
SENIOR PROJECT MANAGER
Resume
QUALIFICATIONS
Andrew is a dedicated and passionate senior project manager with a decade of industry experience that includes business
development, sales, operations, brand management and project management. This rich background ensures he has the necessary
expertise to activate cross-functional communication between clients, team members and invested stakeholders. By strategically
managing calendars, budgets and deliverables, he ensures every project hits time-sensitive deadlines, achieves target KPIs and drives
exceptional results.
He is a true partner for TRAFFIK’s clients, helping to plan, develop and manage omnichannel, integrated marketing campaigns while
streamlining communications between all parties—ultimately delivering project assets that demand attention, inspire action and
beat objectives.
PROFESSIONAL EXPERIENCE
TRAFFIK
April 2021 – Present
Senior Project Manager
•Leads and owns project timelines and weekly trackers across all TRAFFIK clients
•Deep understanding and knowledge of all client projects and timelines
•Manages and produces weekly status reports
•Drives project cadences, including leading weekly status meetings with clients
•Multi-department coordination: creative, accounts, production, web development, etc.
OYO-USA
Sept. 2019 – June 2020
Business Development, Regional Manager
•Drove quarterly sales and implementation through newly designed Agile/Scrum methodologies in the SoCal region, resulting in a
25% increase relative to prior quarterly activity
•Delivered on key strategic market and catchment research
•Coordinated cross-functional teams toward building and cultivating relationships with hotel owners and CXOs
•Integrated basic adoption of Scrum/Agile project management methodologies and Jira software onboarding
KINTO-USA
Sept. 2018 – Oct. 2019
Director of Sales, Business Development
•Built KINTO’s US distribution division and exhibited strong leadership under a new subsidiary, ultimately leading the 2019 KINTO
US division growth to be on pace to meet or exceed previous distribution company’s 2018 sales of $3 million within the US market
with three inoperable months in Q1 of 2019 transition
•Implemented use of SQL/R for automated web scraping/market analysis
•Maintained regular client management/logistics with major clients in the coffee industry, including Starbucks Reserve, Blue Bottle
Coffee, Peet’s Coffee, Design Milk, Food52, etc.
•Sourced and negotiated warehouse relationship and coordinated 3PL logistics system
•Coordinated cross-functional communication and software integrations between Stitch Labs, Shopify and QB
•Regularly maintained product inventory, monitoring container shipments via ocean freight/air shipment from Japan
•Successfully onboarded existing clientele from previous distribution company
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AGENCY BACKGROUND
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AGENCY BACKGROUND
Andrew Yun Resume (cont.)
COMBYNETS INC.
April 2016 – July 2018
Regional Sales Manager/Interim CSM
•Key sales leader of the team focused on driving new business for Combynets and the website openteetime.com
•Managed sales cycles through orchestrating internal teams of pre-sales, value management, contract signing, inside sales,
marketing and sales support
•Remotely sourced an enterprise deal of 50+ SaaS clients in the Ohio area, taking an approach of consultative selling to initiate
long-standing relationships with customers and executive sponsors
•Utilized SQL coding for basic market research and web scraping
•Implemented Agile principles into our software development team as an Interim Scrum Master
•Coached Agile concepts (Scrum) to team members and incorporated the Agile Manifesto 4 values and 12 principles
•Led interval scrums to help troubleshoot for development team
•Utilized Agile CRM and Jira
FIVESTARS LOYALTY
June 2012 – April 2016
Loyalty Consultant, Regional Sales Manager
•Sold and onboarded 200+ individual businesses in 2013 and an additional 150 in 2014, holding the #1 company-wide sales rank
for two years amidst start-up culture
•Supervised an above-quota sales team across the Dallas-Fort Worth area from 2014-2016 post-promotion
•Played a role in strategy, development and thought leadership of company-wide sales pitch deck to match a personalized loyalty
program approach vs. one-size-fits-all legacy model
•Implemented and coached team members through monthly Agile sprints and daily scrums
•Held sales trainer responsibilities during initial sales training at company HQ during 2014-2016
•Heavily contributed to company objectives to reach goal of hitting $50 million Series C Investment funding
EDUCATION
Miami University – 2012 – BA in English, History
Korea University – 2010 – BA in Business
CERTIFICATIONS
Certified ScrumMaster: Scrum Alliance
4645
BRENT SHOJI, MBA
EXECUTIVE SPONSOR
Resume
QUALIFICATIONS
Brent is a seasoned marketing professional who employs a variety of project management methodologies and frameworks to deliver
projects within variable, but firm, timelines. He executes projects in both agile and waterfall methodologies, oversees the digital team
and is an expert in Minimum Viable Launch (MVL).
Prior to joining the agency, Brent served as the vice president of marketing and business development for one of the most prestigious
direct response agencies in California and as an account director for a research, branding and analytical agency in the insurance
industry. Perhaps Brent’s most unique trait is the educational perspective he brings to the agency. As a marketing and management
college professor, Brent teaches marketing, business strategy, operations and social media while also mentoring MBA and JD students
at his alma mater, Chapman University. Alongside education, insurance and nonprofits, Brent has over 20 years of experience working in
various industries across the globe and in the higher education sector has focused on graduate and online program offerings for clients
that include USC, Southern California University of Health Sciences, University of Memphis, University of Redlands, Southern California
Institute of Technology, FIDM, Oak Valley College, Irvine Valley College, Marymount University, CSUF and UCI.
PROFESSIONAL EXPERIENCE
TRAFFIK
May 2011 – Present
Executive Director
•Responsible for heading up the company’s business development and client relation efforts. This includes managing the account
and digital teams providing marketing strategy and solutions and ensuring that the teams meet deadlines, maintain client
relationships and grow business. Core responsibilities:
•Management/Leadership: Oversee and manage a team of 10 team members
•Sales Lead: Lead sales rep for in-bound prospect lead flow as a result of direct mail, social media, email or inbound
telephone responses
•Market Assessment: Responsible for evaluating and assessing marketing opportunity based on a client’s need. This entails an
understanding and awareness of what is going on in the news, politics and financial markets on a day-to-day basis
•Proposals: Responsible for creating and laying out proposal solutions for client review/approval
•Client and Vendor Negotiation: In conjunction with the CEO, manage all client and partner negotiations. This also includes
recruitment of new hires and commercial real estate needs
•Financials: Manage cost/profitability for clients ensuring that the company is achieving profitability
•Creative/Blogs: On an ongoing basis, write blogs and relevant articles on subject matters facing marketers today
•Concept/Innovation: In charge of creating new marketing concepts that can enhance or profitably grow our clients’ business or
build awareness of a subject matter to prospective clients
MMI
May 2009 – May 2011
Vice President of Marketing & Business Development
•Originally assigned to head up all of marketing for MMI's three locations, core responsibilities expanded to include co-heading up
business development, lead salesperson for the company’s internal direct mail tracking service and strategic marketing advisory to
the company’s yearly plan. Core roles included:
•New Business Opportunities: Acquired 150 new business opportunities for the company in first year of employment
•Marketing Plan: Developed and implemented an annual marketing plan that included strategies, tactics and initiatives that
focused on retention/loyalty, acquisition and new product launches
•FindMyMail: Key player in the marketing creation of FindMyMail, the company’s direct mail tracking service
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AGENCY BACKGROUND
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AGENCY BACKGROUND
47
Brent Shoji Resume (cont.)
•Telemarketing Management: Managed/oversaw all aspects of outbound telemarketing efforts for the company’s various
marketing initiatives
•Stewardship/Loyalty Programs: Developed and managed a program focusing on retention and loyalty for the company’s
core client base
•Spokesperson/Key Presenter: Dedicated spokesperson in various events, mixers and training seminars that highlighted
educating marketing folks on new direct mail technologies/solutions
BURTON, LIVINGSTONE & KIRK
March 2005 – May 2009
Account Director
•Promoted four times in four years, from Associate Account Manger to Marketing Executive, Senior Account Manager and most
recently, Account Director. Managed, researched, created and implemented various marketing programs for the firm’s clients. Some
notable client accomplishments include:
•Market Research/Building Plans: Conducted in-depth company audits and built comprehensive marketing plans. For Mini-
Mailers, Inc.: Interviewed a variety of constituencies to gain a clear understanding as to strengths, weaknesses and competitive
advantages – key in building the marketing plan
•Positioning/Branding: Positioned/branded a variety of the firm’s key clients. For Center-Point Capital Partners, Inc.: helped
position Center-Point Capital Partners as short-term financing for entrepreneurial companies
•Database Building: Created, built and validated a broad variety of prospect database(s) per defined criteria. Built and validated a
C-level database – 250 prospects – for Travers Realty. The program that used this database resulted in a 25% appointment ratio
•Direct Response Acquisition Programs: Developed and launched a series of new business acquisition programs. Helped create
multiple C-level programs, including an SBA program for Pacific Coast National Bank that generated a 57% appointment ratio
and numerous new deals. A similar C&I program generated a 12% appointment ratio and millions of dollars in new business
•Loyalty Programs: Oversaw several loyalty programs. For First Financial Credit Union: oversaw/managed their member
retention program – critical as the top 8% of members account for over 2/3 assets and virtually all profitability – resulting in
substantial asset growth and virtually zero turnover in this critically important group
•Media Evaluation, Negotiation & Placement: Advised and represented clients in all media planning, negotiation, placement and
coordination of advertising. For Farmers & Merchants Bank: secured 60% rate card discounts resulting in nearly $500,000 in
annual savings—huge for $3.0B bank with a minimal A/S budget
EDUCATION
Chapman University – Orange, CA – 2004 – Rank #2 in class – Graduated top 1%
MBA, emphasis in Marketing and Management
Chapman University – Orange, CA – 2004 – Graduated top 5% in entire university
BS, emphasis in Marketing, Management and Finance
CERTIFICATIONS
Real Estate License
Disney Leadership Institute
Horizon Level II Excel/DB
US Postal Mailing Certificate
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AGENCY BACKGROUND
THE BARBER SHOP ROOM
The best ideas often come from the most
unexpected places—like the barber shop.
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REFERENCES
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OUR CLIENTS WILL AGREE THAT OUR SUCCESS IS MEASURED
by the strength of our results and by the depth of our commitment to
them. The following references will attest to our experience developing
compelling campaigns that resonate with diverse audiences and get
results. They will also affirm our integrity, judgment and performance.
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REFERENCES
JENNIFER ROSSBACH // STRATEGIC MARKETING MANAGER –
MEDICARE MARKETING
Health Alliance Plan
248-443-1075 | jrossbac@hap.org
Term: 2021–Present
Staff: Executive Director, Strategist, Digital Director, Account Director, Account Manager, Project
Manager, Media Buyer, Creative Director, Art Director, Graphic Designer, Proofreader, Developer,
IT, CRM/Automation Manager, IT Architect, Strategy Analyst, Campaign Manager, SME
KELLY FIDLER // DIRECTOR, INTERNATIONAL THERAPY DEVELOPMENT &
STRATEGIC PROGRAMS
Edwards Lifesciences
949-756-4319 | Kelly_Fidler@edwards.com
Term: Project Relationship: 2020–Present & Full Relationship: 2014–Present
Staff: Executive Director, Strategist, Account Director, Account Manager, Project Manager,
Creative Director, Art Director, Graphic Designer, Proofreader, Developer, SME
JAYE HOWARD // DIRECTOR OF WEB STRATEGY
University of Redlands
909-748-8070 | jaye_howard@redlands.edu
Term: 2014–2019
Staff: Executive Director, Strategist, Digital Director, Account Director, Account Manager,
Project Manager, Media Buyer, Creative Director, Art Director, Graphic Designer, Proofreader,
Developer, IT
REFERENCES
EXAMPLES OF WORK AND MORE DETAILS FOR THESE CLIENTS ARE
FOUND ON THE FOLLOWING PAGES.C
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REFERENCES
Case
Studies
TRAFFIK has partnered with a range of clients in a variety of
industries to perform comprehensive marketing and advertising
services. We believe our work speaks for itself. TRAFFIK has
been called on by many clients to perform such work due to
our ability to execute in an agile manner. We are including the
following case studies because they showcase what you are
looking for in a partner.
1. University of Redlands
2. Health Alliance Plan
3. Edwards Lifesciences
The pages that follow display the award-winning work we
performed for those clients.
Case Study
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REFERENCES
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NOTABLE SERVICE AREAS RELEVANT TO THIS RFP
Brand
Development
Market
Analysis
Strategy
Development
Art
Direction
Content
Production
Dynamic
Marketing
University of Redlands
CLIENT BACKGROUND
The University of Redlands is a private, independent liberal
arts university in California that emphasizes academic rigor,
curricular diversity and innovative teaching. It offers a wide
range of undergraduate and postgraduate degrees across
a number of colleges and schools. Established in 1907,
Redlands serves approximately 5,000 students.
Placing Redlands in
a Class of Its Own
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REFERENCES
SEO/SEM
CRM INTEGRATION
RECRUITMENT
BROCHURES
VIDEO PRODUCTION
BRAND DEVELOPMENT
CONTENT PRODUCTION
WEB DESIGN
SOCIAL MEDIA
DISPLAY & RETARGETING
LEAD QUALIFICATION
EVENT PROMOTION
DATABASE
MANAGEMENT
Tools & Services
DATA SEGMENTATION
MARKET ANALYSIS
PREDICTIVE ANALYTICS
DYNAMIC MARKETING
MARKETING RESEARCH
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KEY CHALLENGE
Southern California is home to a number of the most recognizable universities in the U.S. and around the world. Facing a
saturated market of quality institutions paired with the steady decline in national university enrollment, the University of
Redlands needed to increase awareness, elevate brand reputation and develop new processes to engage with prospective
students. They partnered with TRAFFIK to create a custom-built ecosystem of brand, recruitment, lead-capturing,
reporting and nurturing tools that enabled real-time response to campaign insights and opportunities.
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REFERENCES
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REFERENCES
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RESEARCH & STRATEGY
TRAFFIK identified and developed highly effective awareness and enrollment pathways based on rigorous research.
This included primary research, consisting of focus group testing, phone interviews and surveys. We also conducted
a deep analysis of past campaigns and existing target-audience data as well as brand awareness and perception
studies. Overlaid with national enrollment models and student journey data, TRAFFIK created dynamic strategies to
deliver personalized and highly relevant marketing to the right people at the right moment.
Inspired by the idyllic campus
setting and rich history of
the university, TRAFFIK
employed a germane
messaging campaign that
beckoned students to embark
on an educational journey
of exploration, collaboration
and growth—all with an eye
toward the future.
Embark Campaign
CAMPAIGN VIDEO ADS
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REFERENCES
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OUR WORK
Leveraging our CRM and custom-built lead nurturing tools, TRAFFIK launched a series of interconnected campaigns to
increase brand visibility and engage students at every stage of their journey.
By developing a unique lexicon comprised of key brand messaging, campaign taglines, cohesive design elements
and forward-looking imagery, we positioned the University of Redlands as one of the premier learning destinations in
the region. TRAFFIK crafted, deployed, measured and optimized a series of national TV, airport, radio, print and digital
campaigns to create greater brand awareness and drive enrollment interest.
We informed dynamic, personalized messaging with data-driven strategy to establish deeply personal connections with
key personas at all points on their educational pathway, reinforcing the values of the school and allowing prospective
students to picture themselves thriving at the University of Redlands.
We developed a unique lexicon comprised of key
brand messaging, campaign taglines, cohesive design
elements and forward-looking imagery.
LANDING PAGE
VIDEO AD
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REFERENCES
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PRINT ADS
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FACEBOOK CAROUSEL ADS
SNAPCHAT VIDEO ADS
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REFERENCES
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By breaking away from the
higher education marketing
norms, we were able to truly
focus on behavioral change
within our prospective student
base. This has transformed
how we message, position
and communicate to our
audiences—allowing us to take
a regional player and expand
their market opportunity.
—BRENT SHOJI
EXECUTIVE DIRECTOR
TRAFFIK
PRODUCING RECORD RESULTS
INCREASE IN PROSPECTIVE LEADS
1,667%
20,000+
UNIQUE VISITORS TO
THE UNIVERSITY BRAND
CAMPAIGN MICROSITE
47 5%
INCREASE IN WEB TRAFFIC
48%
DECREASE IN GRADUATE
CPL YEAR OVER YEAR
118%
INCREASE IN
GRADUATE LEADS
YEAR OVER YEAR
325%
INCREASE IN SOCIAL
MEDIA ENGAGEMENT
35%
INCREASE IN
BRAND AWARENESS
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REFERENCES
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REFERENCES
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Case Study
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REFERENCES
7271
NOTABLE SERVICE AREAS RELEVANT TO THIS RFP
Branding &
Advertising Strategy
Market &
Audience Research
Messaging
Development
Digital &
Physical Media
Email
Automation
Integrated
Campaign
Multicultural
Marketing
Health Alliance Plan
CLIENT BACKGROUND
Health Alliance Plan (HAP) is a nonprofit health plan,
based in Michigan. HAP was created over 50 years ago
and is a subsidiary of the Henry Ford Health System, one
of the nation's leading healthcare systems. HAP provides
coverage to individuals, companies and organizations
and has more than 1,100 employees.
A Local Touch at
Every Touchpoint.
Tools & Services
AWARENESS &
EDUCATION
CUSTOMER
JOURNEY MAPPING
DIGITAL CAMPAIGNS
BRAND DEVELOPMENT
SALESFORCE
MESSAGING STRATEGY
CONTENT PRODUCTION
MARKET ANALYSIS
AUDIENCE RESEARCH
IT CONSULTING
BROKER &
SALES TOOLS
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REFERENCES
7473
KEY CHALLENGE
HAP was facing growing competition from out-of-state healthcare providers who offered plans at lower price points. They
needed to refresh their messaging and elevate their digital engagement while also providing new tools and marketing
assets to brokers to drive lead flow. TRAFFIK partnered with HAP to integrate Salesforce, develop multi-touch customer
journeys and pinpoint messaging and marketing strategies focused on HAP’s key values and differentiators.
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REFERENCES
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REFERENCES
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RESEARCH & STRATEGY
Our research indicated that key audience members favored a local health coverage option that understood their culture,
values and needs. We built a messaging strategy that focused on HAP’s unique position as the only health plan in
Michigan, for Michigan.
In order to deliver this personalized messaging, TRAFFIK developed a highly segmented marketing strategy and customer
journey to engage specific audiences with messaging and imagery tailored to their community.
We developed a
comprehensive
marketing strategy
that integrated
key messaging and
digital execution
in a seamless,
deliberate fashion.
CAROUSEL &
STATIC SOCIAL ADS
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REFERENCES
7877
OUR WORK
TRAFFIK built an omnichannel marketing campaign across all HAP service areas, audience segments and plan types. We
leveraged strategic insights to craft a simple yet memorable campaign concept that let audience members know that HAP is
a local, trustworthy resource for information, assistance and Medicare plans made just for them.
We focused on HAP’s “neighborly” brand positioning with a concept and tagline that honor and pay homage to Michigan—
defined by shared values, frequent community engagement, member satisfaction and new plan benefits that support holistic
mind and body health.
We tailored a multi-touch demand-generation
campaign focused on retaining current members
and acquiring new ones.
NEWSPAPER AD
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REFERENCES
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REFERENCES
8079
OUR EXPERIENCE
CASE STUDIES
Through laser-focused targeting and data-driven
segmentation, we created an innovative digital
ecosystem built around authentic engagement.
PERSONALIZED EMAIL JOURNEYS DIRECT MAILER
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REFERENCES
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MEDICARE ENROLLMENT
CHECKLIST BILLBOARD AD
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REFERENCES
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REFERENCES
8483
Adding a Local Touch,
Driving Record-Breaking Results
TRAFFIK delivered a highly successful engagement, messaging and lead-generation
campaign that HAP called the “best campaign we have ever seen."
RESULTS
174 %
DECREASE IN
COST PER LEAD
21%
INCREASE IN
ENROLLMENT RATE
INCREASE IN LEADS
221%
We identified key audience
groups and developed a
robust versioning structure
to increase messaging
relevancy. By leveraging
geo-fencing, dynamic emails
and a personalized journey,
we executed a highly
successful lead-generation
campaign that exceeded
all expectations.
—LAUREN STUPIN
ACCOUNT DIRECTOR
TRAFFIK
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REFERENCES
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REFERENCES
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Case Study
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REFERENCES
8887
NOTABLE SERVICE AREAS RELEVANT TO THIS RFP
Sales Training Tools Outreach &
Education Messaging Matrix Design &
Development
Account
Management
Brochure
Production
Edwards Lifesciences
Client Background
Edwards Lifesciences (ELS) is the global leader in medical
innovations that address structural heart disease, critical
care and surgical monitoring. Driven by a passion to help
patients, ELS collaborates with the world’s leading clinicians
and researchers to address unmet healthcare needs,
working to improve patient outcomes and enhance lives.
Originally founded in 1958, Edwards employs more than
14,000 people in multiple locations around the world.
Empowering Outreach
and Education Through
Data-Driven Messaging
Tools & Services
AUDIENCE RESEARCH
SALES TOOLS
OUTREACH &
EDUCATION
BROCHURES &
PRESENTATIONS
MESSAGING STRATEGY
ART DIRECTION
PHOTOGRAPHYVIDEO PRODUCTION
CONTENT PRODUCTION
PRODUCT MARKETING
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REFERENCES
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Key Challenge
Edwards is a pioneer in heart valve technology. As they continue to develop emerging approaches for valve choice in
surgical aortic valve replacement (SAVR), they face the challenge of convincing medical professionals of the value of
their new advancements. ELS turned to TRAFFIK Health to develop a comprehensive set of tools and resources that
sales teams could use to build awareness and education around their new products and encourage adoption of these
beneficial new tissue valves.
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REFERENCES
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REFERENCES
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Research & Strategy
Our research indicated that surgeons (and their patients) have little time to thoroughly conduct research to determine
their best course of action. To alleviate concerns and empower confident, informed decision-making, TRAFFIK Health
developed a messaging platform that quickly educated the audience and communicated key benefits.
We identified that easy-to-understand, high-value resources that empower sales teams to address the most essential
questions would lead to rapid education on the benefits of Edwards tissue valves.
We created
trustworthy,
authoritative
campaign assets
that help audience
members make
highly informed
decisions.
OUR EXPERIENCE
EDWARDS LIFESCIENCES CASE STUDY
9493
TRAFFIK Health transformed complex medical
and scientific data into clear, understandable
communications that were easy and quick to
digest and delivered maximum value.
Our Work
Building on detailed research about audience decision barriers and motivators, TRAFFIK created a comprehensive set of sales
training tools designed to quickly inform and make an impact—specifically prepared to meet the needs of busy professionals.
Leveraging key data points, we created integrated marketing tools and resources for use by salespeople, including podcasts,
clinical summaries, infographics, PowerPoint guides and self-learning assessments.
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REFERENCES
9695
Surgeons have a very short
window of time to make
important, life-impacting
choices. They need
authoritative, easy-to-
understand content that
empowers highly informed
decision-making—and that’s
exactly what we delivered.
—LAUREN STUPIN
ACCOUNT SUPERVISOR
TRAFFIK HEALTH
Transforming Outreach & Education
into Heartfelt Results
TRAFFIK Health’s partnership with Edwards has resulted in the creation of
information-rich tools and resources that increased awareness and use.
RESULTS
35%��%
INCREASE IN
UTILIZATION OF
VALVES
INCREASE IN
AWARENESS AMONG
PHYSICIANS
Educated & Empowered
KEY AUDIENCE SEGMENTS
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REFERENCES
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REFERENCES
THE ORANGE COUNTY ROOM
Inspired by the idyllic coast of Southern California,
our mantra is make it simple. But significant.
For our clients. And their audience.
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DISCLOSURES
DISCLOSURES
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TRAFFIK DOES NOT HAVE ANYTHING TO DISCLOSE AT THIS TIME.
We do not have any significant contract failures, any civil or criminal
litigation or investigation pending that involves TRAFFIK or in which
TRAFFIK has been judged guilty or liable within the last five years. D
THE TRAFFIK TALKS ROOM
When you're ready to speak to your
audience, we're ready to amplify and
elevate your message.
104103
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WARRANTY/GUARANTEE
WARRANTY/
GUARANTEE
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For all work product created by TRAFFIK, we will provide a
sign-off of completion of the project and/or handoff to ensure
project satisfaction. In the event the client is not happy with
the end product, TRAFFIK will provide one additional round of
revision before the handoff, no longer than 15 days after project
timeline completion.
For websites, TRAFFIK is including a 30-day service warranty
on development-based project initiatives. After 30 days,
TRAFFIK will provide a service and maintenance contract.
The City may choose to engage TRAFFIK to perform monthly
maintenance, including server monitoring, operating system
patches, basic server administration activities, backups and
more. This would be on a retained services agreement.
WarrantyE
THE DR. SEUSS ROOM
Rooted in data, flavored by the surreal,
we refuse to approach your needs with a
"business as usual" mentality.
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SUBCONTRACTING
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SUBCONTRACTING
AS A FULL-SERVICE AGENCY, TRAFFIK IS ABLE TO CONDUCT
all work in house and will not subcontract any portion of the work for
the City. This wide breadth of integrated capabilities allows TRAFFIK to
be nimble and devise unique creative solutions for our clients that are
not possible with other agencies.F
THE PORTRAIT GALLERY ROOM
Dressing up beastly ideas leads to
extraordinary results.
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INSURANCE
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INSURANCE
IF AWARDED, TRAFFIK WILL PROVIDE THE MINIMUM
insurance coverage and indemnification as requested by the City.G
THE BEVERLY HILLS ROOM
Sometimes a little glitz and glamour go
a long way. Inspired by the Golden Era
of Hollywood, we brainstorm award-
worthy ideas that create buzz and drive
paparazzi-like attention to your brand.
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WORK PLANS
WORK PLANS
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TRAFFIK is excited to be a true partner to the City—a
full-service agency that will support your team with
organization, transparency and creativity that go above and
beyond. We understand the City is looking for a partner to
execute brand-aligned strategy, creative (including photo,
video and drone footage), digital, website management,
media buying and brand evolution while being
exceptionally qualified, knowledgeable and experienced.
We are that partner.
TRAFFIK’s innovative, data-driven strategic approach will
enable the City to successfully engage the community and
promote the City, pushing boundaries while still valuing
the elements that have long made La Quinta special.
The following is an overview of our approach and many
methods we feel the City will want to utilize.
Our Understanding
of the Work
Our Approach H
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OUR STRATEGIC APPROACH TO ASSET DEVELOPMENT
Our creative process begins with a brief that focuses our efforts on approved branding, strategies and goals. This brief is created in concert
with TRAFFIK’s strategy department and creative leadership and approved by you to ensure our work hits the mark. Once briefed, our
multidisciplinary creative team draws on many aspects of creativity, including research, competitive analysis, brainstorming, internal critique
and quality control. We present our initial work, drawing the connection between the approved brief and the work created. Then we engage
in a dialogue to ensure our work is on brand and effective—and work that you can be passionate about.
Below is an overview of our approach to developing creative asset recommendations, including
messaging, channel selections like social, digital, display, out-of-home, etc., while ensuring
effectiveness and relevance across audience segments.
1. Pre-Campaign Analysis
Gather primary and secondary data to assess gaps, findings and recommendations. We have at our
disposal paid research tools (in excess of hundreds of thousands of dollars that are a value add to the
City) that we will be utilizing for this initiative, and, in turn, the City will have access to the data.
2. Competitive Assessment
Use research tools to analyze messaging and positioning for alternative products in the
marketplace.
3. Audience Definition
Apply research findings to identify key audience segments and develop personas. This step is
crucial in defining our target audience groups, how they consume data and how we need to
educate them about the City. This includes statewide partnerships and paid media to have a
targeted and intended campaign with financial efficiency.
4. Channel Assessment
Use data to identify the most effective channels. We know our target audience group is more
receptive to hearing about products or services via TV commercials, and searching via search
engines, and that they are heavily influenced by peer groups or recommendations. Our channel
analysis will be informed by our learning and behavioral data sets.
5. Scenario Building
Create journey maps to identify channels and communication pieces that are needed to build
product awareness and increase adoption.
6. Messaging Matrix
Build out a messaging framework to identify approved communication points for each persona.
This is important as geographic regions with hard-to-reach communities and/or that contain low
awareness need to be communicated and marketed to differently from those communities with
high awareness levels—with the goal of driving each group to adoption.
7. Strategy Document
Create a comprehensive strategic plan, outlining tactics, KPIs and timing to coordinate work across
teams/departments. This document addresses our strategic approach from moving our target
audience from education/awareness to comprehension to understanding options and adoption.
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OUR EXPERTISE
DESIGN & COLLATERAL PRODUCTION
Led by Cannes Lion winner and professor Marce Sellas,
TRAFFIK’s award-winning creative team draws on years of
experience to create fresh, forward-looking, effective work that
inspires action and leads to demonstrated, measurable success.
In addition, our larger creative team includes animators, motion
graphic designers, illustrators, voice artists and on-camera
performers, videographers and photographers, audio editors,
music composers, web developers and more. This wide breadth
of integrated capabilities allows TRAFFIK to devise unique
creative solutions that are not possible with other agencies.
VIDEO CONTENT CREATION
TRAFFIK has extensive video experience and has produced
thousands of videos and commercials over the last 20 years.
From scripted commercials to in-the-moment social media
content, TRAFFIK has the experience and staff to handle
video development completely in house. We have a director/
producer and editor on staff and have our own recording studio
and editing bay. This allows us to take on the entirety of a
video project, including initial storyboard development, visual/
location recommendations and talent sourcing. We are able to
go from concept to a final produced spot very quickly and can
personally ensure the quality of the final output.
MEDIA PLANNING & BUYING
TRAFFIK does extensive media planning and buying across
numerous sectors. The following is an overview of how we
would approach these services for the City.
TRAFFIK’s media team prepares strategic media plans based
on unique audience personas and related interest-targeting
parameters. We use these to recommend various media outlets
with the goal of surrounding each audience segment with our
clients’ marketing messages, with the least amount of waste
and at reach and frequency numbers that are efficient.
Once the plan and personas are approved, we initiate
negotiations for year-long media commitments from each
media outlet. This allows us to leverage your full media budget
when negotiating. We work hard to drive costs down and build
in the maximum amount of added value possible by taking
advantage of any existing relationships the City already has in
place as well as TRAFFIK’s own buying leverage. With a year-
long media commitment, we will be able to spread added value
and new ad hoc opportunities across the life of the buy.
We continue to monitor performance of each media outlet by
segment and have the flexibility to cancel buys that are not
performing to agreed-on KPIs and to move funds to higher-
performing outlets/channels.
DIGITAL EXECUTION
We are a fully integrated and certified digital partner that
focuses heavily on technical and digital alignment. Our
framework is based on end-to-end integration and automation.
By creating a seamless flow connecting all marketing channels,
we leverage our technical prowess to create the ideal consumer
journey. Combining our data-driven, end-to-end, integrated
approach with attention-demanding creative guarantees
exceptional, optimized and cost-efficient results.
Our roadmap to digital execution is defined on the following page:
Successful Digital
Execution Roadmap
Translate data-driven insights into actionable strategy
PLAN
Identify goals and key differentiators
RESEARCH
Develop and launch objective-focused campaign assets
IMPLEMENT
Track and analyze customized KPIs to inform course corrections
MEASURE
Leverage data to calibrate and fine-tune campaign executions
OPTIMIZE
By following this pathway for our digital execution, we are confident that our approach will
lead to increased brand awareness.
TRAFFIK CONTINUOUSLY MONITORS PERFORMANCE IN REAL-TIME DASHBOARDS AND
OPTIMIZES DAILY FOR OPTIMAL DIGITAL CAMPAIGN EFFICIENCY AND EFFECTIVENESS.
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PUBLIC RELATIONS EXPOSURE
The key to a good PR strategy is having a strong strategic roadmap to guide content
and messaging. The strength and timeliness of content are critical to a story gaining
traction and/or being picked up by the newsfeeds.
In order to develop an effective annual communications strategy, TRAFFIK will
draw on the research conducted for the City, analyzing various audience segments
throughout the community. With this information as our foundation, we will then work
with you to understand your planned messaging and outreach activities to determine
any synergies to amplify our PR outreach. This also gives our team insight into
the planned messaging that will be in the marketplace at the same time as we are
creating content for you.
As we then craft the overall messaging strategy, we will also incorporate our
knowledge of key influencers and appropriate media outlets to reach our target
communities/audiences and will tailor messaging accordingly.
PROJECT MANAGEMENT PROCESS & METHODOLOGY
Key to any of our marketing campaigns will be our strong foundation of project
management. TRAFFIK has built our project management models and team with the goal of
serving the City's needs.
Our proven process is based on our learnings from previous clients across industries and
has been shaped by our team's background in multiple sectors. TRAFFIK utilizes percent-
to-completion project management methodologies to monitor tasks, completion and
performances. We utilize a stage/priority level to define the work tasks (e.g., low, normal,
high, urgent or 1, 2, 3 or 4) as well as a conditions logic to ensure the deliverables and
outcomes are achievable.
We ensure timeliness of completion, correct resource allocation and budget management
through internal daily scrums, monitoring of project systems, managing risk and allocation
and ongoing meetings, all at a minimum of once weekly with proper documentation. We’ve
found this process to be the most effective for adhering to timelines, increasing project
efficiency and ensuring correct budget management.
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Creative Concepts
TRAFFIK IS EXCITED TO PARTNER WITH THE CITY
OF LA QUINTA. We developed the following concepts as
examples of the kind of innovative, modern thinking and
positioning we will bring as The City’s agency partner.
These concepts are built around a “big idea” that will evolve,
enhance and elevate the current marketing campaign and
position La Quinta as a premier desert destination, today
and tomorrow. What’s more, they will inform our innovative,
data-driven approach to achieving project goals and
pushing the boundaries of La Quinta’s brand.
We intentionally developed these concepts to fulfill the full
scope of your requested services:
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WORK PLANS
BRAND ENHANCEMENT
GRAPHIC DESIGN
PRINTED MATERIALS
VIDEO SERVICES
DRONE PHOTOGRAPHY
ECONOMIC DEVELOPMENT
WEBSITE MANAGEMENT
DIGITAL MEDIA
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CREATIVE CONCEPT 1
Desert
Better
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Your target audience isn’t simply seeking a better place; they are seeking a
better experience. This concept transforms the desert into a verb, an action, a
state of being, a thing that people do. After all, the desert is more than a place,
it is a way of life. And in La Quinta, this way of life is, quite simply, better.
This phrasing not only positions the audience at the center of the
campaign—imploring them to have a better experience—it is also a subtle
way to differentiate La Quinta from surrounding communities for residents,
weekenders, tourists and investors.
Copy and imagery work together to demonstrate how and why La Quinta is
the premier destination to desert better.
Headline: Diamond in the rough. And on the fairway.
Imagery: Golf Course
Headline: More space to lose yourself. And find yourself.
Imagery: Outdoor scene/hiking
Headline: Go ahead. Leave your phone on airplane mode.
Imagery: People at restaurant/bar/people with kids, etc.
Headline: Good times shouldn’t stop at 10 p.m.
Imagery: People at bar/nightlife
Headline: More contentment. Less content.
Imagery: Families/people enjoying La Quinta
THE IDEA
EXAMPLES
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CREATIVE CONCEPT 2
Quinta ssential
Desert Living
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Quintassential
quin•ta• sen• tial
\ˈkin-tə-ˈsen(t)-shəl \
Adjective – representing the most perfect example of life in the Coachella Valley.
It’s time to let the gem of the desert truly shine. This playful concept positions
La Quinta as the premier destination in the Coachella Valley. Using a tagline
that purposely misspells the word quintessential and pairing it with lively
imagery and upbeat messaging, we reinforce the possibilities, positivity and
perfect example of desert living that awaits all audiences when they visit, live,
invest and do business in La Quinta.
By showcasing the best of La Quinta, this concept will truly reveal the many
facets of the gem of the desert.
Headline: Tell boring to take a hike.
Imagery: Outdoor scene/hiking
Headline: Weekend Everyday goals
Imagery: Golf course/backyard/hiking
Headline: The ultimate cure for FOMO
Imagery: People at restaurant/bar/outdoors
Headline: Find yourself in a whole new light
Imagery: Bright outdoor scene, people having fun
EXAMPLES
THE IDEA
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CREATIVE CONCEPT 3
What are you
waiting for?
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With so many desert destinations available, hesitancy is a key decision barrier for
target audiences.
This concept uses a simple yet profound question to cut through audience indecision
and elicit a desired response—that’s because it is both a tagline and an urgent call to
action. What’s more, the flexibility of the phrasing ensures it has the legs needed to
work with every target.
Positioning copy and imagery as the answer to the question, this concept quickly and
memorably illustrates all the aspects of La Quinta that make it stand out from the rest.
Headline: Traffic-free drives ahead
Imagery: Golf course
Headline: City in the front. Complete escape in the back.
Imagery: Golf course or backyard
Headline: Put fun back on your to-do list.
Imagery: Restaurant/bar/shopping/something fun
Headline: Drinks. Dining. Dessert. Be a goal getter.
Imagery: Restaurant/bar
Headline: Retail therapy. No appointment needed.
Imagery: Shopping/people on street with shopping bags
EXAMPLES
Potential Campaign Explorations on the following pages:
THE IDEA
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Learn MoreLa Quinta
What Are You Waiting For?
Long drives. Short waits.
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Learn MoreLa Quinta
What Are You Waiting For?
New dining room decor.
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Learn MoreLa Quinta
What Are You Waiting For?
City in the front. Complete escape in the back.
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La Quinta Marketing, Branding, Campaign Development & Digital Marketing Services
12-Month Project Duration in Months Budget Allocation
Projection ($550,000)
Budget Allocation
Projection ($750,000)
Budget Allocation
Projection ($900,000)Notes
Action/Activity Responsibility 1 2 3 4 5 6 7 8 9 10 11 12
Kick-Off
TRAFFIK to gather mandatory materials from client All
$0)$0)$0)Included as part of service agreement.TRAFFIK to build project plan TRAFFIK
Project plan review and sign off La Quinta
Communication Plan + Messaging Framework
Strategy, research and analytics TRAFFIK
$25,000)$25,000)$25,000)
With higher budget, we'd recommend focus groups of
residents and past visitors to inform our messaging and
strategic framework, but this budget allocation is based on us
assessing secondary data research.
Secondary analysis + primary (if needed)TRAFFIK
Audience definition + persona building TRAFFIK
Messaging framework TRAFFIK
Communication plan review La Quinta
Revisions TRAFFIK
Communication plan sign off La Quinta
Integrated Media Plan + PR
Media assessment (including community outreach)All
$30,000)$30,000)$30,000)Based on development of 1 media plan and up to 2 blogs per
week for 12 months. Editorial outreach is ongoing.
Media analysis TRAFFIK
Media recommendation TRAFFIK
Media projection TRAFFIK
Integrated media plan review All
Revisions TRAFFIK
Integrated media plan sign off La Quinta
Blogs TRAFFIK
Press releases TRAFFIK
Review/sign off La Quinta
Editorial outreach TRAFFIK
Campaign Concepts
Concept development TRAFFIK
$27,300)$27,300)$27,300)Based on creation of up to 3 concepts and sample creative
executions of the campaign.
Concept review All
Revisions TRAFFIK
Concept sign off La Quinta
Asset Creation (based on selected concept)
Asset creation (flyers, brochures, digital ads, direct mail, video, etc.)TRAFFIK
$24,375)$39,000)$112,125)
Higher budgets will allow for more creative and video assets
to be produced. The asset creations are based on a set
amount of hours to be used for deliverables.
Asset review All
Revisions TRAFFIK
Asset creation sign off La Quinta
Economic Development Campaign (based on selected concept)
Creative development of campaign assets TRAFFIK
$27,500)$27,500)$27,500)Based on campaign strategy, campaign concept and asset
creation. Does not include production.
Creative review All
Revisions TRAFFIK
Creative sign off La Quinta
Campaign launch TRAFFIK
Campaign mangement TRAFFIK
Digital campaign management + optimization TRAFFIK
Reporting TRAFFIK
Digital (organic + paid)
Strategy, research and analytics TRAFFIK
$23,400)$29,250)$35,100)Based on digital asset creation and campaign management
and optimization for 12 months.
Plan development TRAFFIK
Asset creation TRAFFIK
Asset management and placement TRAFFIK
Campaign mangaement TRAFFIK
Campaign optimization TRAFFIK
Reporting and analytics TRAFFIK
Brand Enhancement
Brand audit TRAFFIK
$15,600)$24,375)$34,125)
Based on an initial brand audit document + sample creative
execution recommendations. Level of effort would be lower at
lower budget threshold.
Brand review + recommendations TRAFFIK
Brand evolution updates TRAFFIK
Brand update sign offs La Quinta
Ongoing Services
Website maintenance/management TRAFFIK
$23,400)$23,400)$23,400)Based on 10 hours per month.Creative updates and refresh TRAFFIK
Media management TRAFFIK
Other Services
Strategy and consultation TRAFFIK
TBD $0)$0)$0)Included as part of service agreement.CRM + marketing automation consultation TRAFFIK
Access to TRAFFIK DSP TRAFFIK
Paid research and digital tools to be accessed upon TRAFFIK
Media Spend
Paid media for traditional and digital TRAFFIK $353,425)$524,175)$585,450)
Project Management
Account management/day-to-day TRAFFIK $0)$0)$0)Included as part of service agreement (valued at $93,600).
GRAND TOTAL $550,000)$750,000)$900,000)
Retainer Proposed/Mo. (Services)Monthly or Quarterly
Media To be paid in advance of media placement and deployment
La Quinta Marketing, Branding, Campaign Development & Digital Marketing Services
12-Month Project Duration in Months Budget Allocation
Projection ($550,000)
Budget Allocation
Projection ($750,000)
Budget Allocation
Projection ($900,000)Notes
Action/Activity Responsibility 1 2 3 4 5 6 7 8 9 10 11 12
Kick-Off
TRAFFIK to gather mandatory materials from client All
$0)$0)$0)Included as part of service agreement.TRAFFIK to build project plan TRAFFIK
Project plan review and sign off La Quinta
Communication Plan + Messaging Framework
Strategy, research and analytics TRAFFIK
$25,000)$25,000)$25,000)
With higher budget, we'd recommend focus groups of
residents and past visitors to inform our messaging and
strategic framework, but this budget allocation is based on us
assessing secondary data research.
Secondary analysis + primary (if needed)TRAFFIK
Audience definition + persona building TRAFFIK
Messaging framework TRAFFIK
Communication plan review La Quinta
Revisions TRAFFIK
Communication plan sign off La Quinta
Integrated Media Plan + PR
Media assessment (including community outreach)All
$30,000)$30,000)$30,000)Based on development of 1 media plan and up to 2 blogs per
week for 12 months. Editorial outreach is ongoing.
Media analysis TRAFFIK
Media recommendation TRAFFIK
Media projection TRAFFIK
Integrated media plan review All
Revisions TRAFFIK
Integrated media plan sign off La Quinta
Blogs TRAFFIK
Press releases TRAFFIK
Review/sign off La Quinta
Editorial outreach TRAFFIK
Campaign Concepts
Concept development TRAFFIK
$27,300)$27,300)$27,300)Based on creation of up to 3 concepts and sample creative
executions of the campaign.
Concept review All
Revisions TRAFFIK
Concept sign off La Quinta
Asset Creation (based on selected concept)
Asset creation (flyers, brochures, digital ads, direct mail, video, etc.)TRAFFIK
$24,375)$39,000)$112,125)
Higher budgets will allow for more creative and video assets
to be produced. The asset creations are based on a set
amount of hours to be used for deliverables.
Asset review All
Revisions TRAFFIK
Asset creation sign off La Quinta
Economic Development Campaign (based on selected concept)
Creative development of campaign assets TRAFFIK
$27,500)$27,500)$27,500)Based on campaign strategy, campaign concept and asset
creation. Does not include production.
Creative review All
Revisions TRAFFIK
Creative sign off La Quinta
Campaign launch TRAFFIK
Campaign mangement TRAFFIK
Digital campaign management + optimization TRAFFIK
Reporting TRAFFIK
Digital (organic + paid)
Strategy, research and analytics TRAFFIK
$23,400)$29,250)$35,100)Based on digital asset creation and campaign management
and optimization for 12 months.
Plan development TRAFFIK
Asset creation TRAFFIK
Asset management and placement TRAFFIK
Campaign mangaement TRAFFIK
Campaign optimization TRAFFIK
Reporting and analytics TRAFFIK
Brand Enhancement
Brand audit TRAFFIK
$15,600)$24,375)$34,125)
Based on an initial brand audit document + sample creative
execution recommendations. Level of effort would be lower at
lower budget threshold.
Brand review + recommendations TRAFFIK
Brand evolution updates TRAFFIK
Brand update sign offs La Quinta
Ongoing Services
Website maintenance/management TRAFFIK
$23,400)$23,400)$23,400)Based on 10 hours per month.Creative updates and refresh TRAFFIK
Media management TRAFFIK
Other Services
Strategy and consultation TRAFFIK
TBD $0)$0)$0)Included as part of service agreement.CRM + marketing automation consultation TRAFFIK
Access to TRAFFIK DSP TRAFFIK
Paid research and digital tools to be accessed upon TRAFFIK
Media Spend
Paid media for traditional and digital TRAFFIK $353,425)$524,175)$585,450)
Project Management
Account management/day-to-day TRAFFIK $0)$0)$0)Included as part of service agreement (valued at $93,600).
GRAND TOTAL $550,000)$750,000)$900,000)
Retainer Proposed/Mo. (Services)Monthly or Quarterly
Media To be paid in advance of media placement and deployment
Proposed
Budgets
We understand the complex
budget challenges our clients face.
Because we conduct all work in
house, we are able to maximize the
impact, engagement and ROI of
every one of the City's dollars.
The following agency fees and
costs are based on our initial
recommendations for the City and
based on our historical knowledge
of similar projects. We are happy
to provide additional details or
rationale as requested.
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CONTACT
Brent Shoji
Executive Director
Brent.Shoji@traffikonline.com
TRAFFIK IS AN AWARD-WINNING AGENCY
with clients across the globe—but we know the most
compelling offering we bring to the City of La Quinta
is our decades of expertise building exciting, attention-
demanding creative executions that elevate and enhance
ongoing campaigns.
This experience makes us uniquely qualified to become
an integral extension of your marketing team as we work
together to position La Quinta as the quintessential desert
destination in Southern California.
.
Why TRAFFIK?