Alpha Media1
RFP Submission
Digital Marketing Solutions
City of La Quinta
Marketing Department
January 7th, 2022
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This packet contains a response and submission for the Digital Services portion of the Marketing, Branding, Campaign
Development & Digital Marketing Services RFP released by the City of La Quinta on behalf of the City of La Quinta
Marketing Department.
Section A
Cover Letter
The City of La Quinta is soliciting proposals from qualified vendors to plan,coordinate and oversee digital media
placement recommendations,creative development for digital insertions,optimizations,reporting,third-party ad
verification,and otherwise ensure proper execution of a digital advertising campaign in 2022 and beyond.This
relationship will yield a strong and diversified digital media program that serves to promote La Quinta on a variety of
different mediums in order to effectively and efficiently reach its identified target geographic and demographic markets
as well as attract new markets. Digital Services in this RFP include, but are not limited to:
Digital Advertising and Media Services
●Display advertising (network, contextual, behavioral, retargeting, etc.)
●Mobile advertising (In-app and web based)
●Location based targeting, audience device ID capture
●Device ID targeting integration across all platforms
●Google ads, SEM and display
●Social media advertising (Facebook/Instagram)
●Video (Performance CTV, OTT, YouTube)
●Emerging Media (performance CTV, AI optimization, QR Coding, organic content, etc.)
Strategic and Consultation Services
●Strategic media planning and placement across multiple platforms,
●Audience profiling and development across all campaign initiatives,
●Strategic consultation on existing and emerging digital technologies,
●Budget allocation planning,
●Advanced analytics and reporting,
●Daily campaign management and tactical agility to address niche initiatives
●Overlap target audience redundancy analysis,
●Tourism industry best practice consultation,
Furthermore, Alpha Media Digital Services will provide The City of La Quinta with:
●a high level consultative approach to target audience development,
●superior tactical strategy and agility,
●continuous assessment in goal setting and KPI mapping,
●regimented campaign management and performance optimization,
●detailed executive level reporting and performance quantification,
●forward looking assessments on developing technologies and tactics,
●policies for continued improvements in program optimization,performance results against defined KPI’s,and
communication satisfaction.
The following submission is intended to address all of the necessary service and product requirements set forth in the
City of La Quinta’s RFP with the understanding that the award of the digital media services agreement will be based upon
a comprehensive review,analysis and negotiation of the proposal which best meets the needs and objectives of the city.
The specific evaluation criteria will include, but is not limited to, the following:
●Cost and price
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●Work Plan
●Qualification and experience of the proposer
●Staffing and organization
●Conformance with this RFP
●References of performance
●Other criteria determined by the City of La Quinta
With that,Alpha Media is excited to participate in the City of La Quinta RFP solicitation for this contract period.As a
current digital provider incumbent (Iron Man),Alpha Media has worked diligently for the last few years to make sure that
the City of La Quinta receives the highest level of strategic consultation,best-in-breed audience development and
engagement,technology and cross device tactics,program management and optimization,consultative based
performance reviewing and reporting,and forward looking advice to filter through the myriad of available digital options
and advanced online technologies.
Contact Information:
Alpha Media Representative: Dayna Buompensiero
1321 N Gene Autry Trail
Palm Springs, CA 92262
760.408.6840
Dayna.Smith@AlphaMediaUsa.com
Alpha Media Digital Project Manager: Katy Treadwell
1321 N Gene Autry Trail
Palm Springs, CA 92262
405.990.5312
Katy.Treadwell@AlphaMediaUsa.com
Alpha Media Corporate Headquarters:
1211 SW 5th Ave. Suite 750
Portland, OR 97204
Alpha Media Local Office: (Serving Project)
1321 N Gene Autry Trail
Palm Springs, CA 92262
All information and pricing provided in this proposal are valid for at least 90 days
Signature (Alpha Official) :Kat Treadwel Date:January 5, 2022
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Section B
Alpha Media | Agency Background and Experience
13 Years in Business
Tax Payer ID: 46-1141950
Alpha Media LLC is headquartered in Portland,OR,and is part of the Digital and Broadcasting Industry.Alpha Media has
LOCAL offices in Palm Springs,CA,Bakersfield &East Bay,CA,Shreveport,LA,Mankato,MN,Topeka,KS,Columbus &
Lincoln, NE, and numerous more across the US.
Alpha Media is a Limited Liability Company (LLC)Partnership,privately held and established in 2009.Alpha Media LLC has
1,240 total employees across all of its locations and is a diverse,multimedia company with a wide array of broadcast,
web publishing and digital platforms.As a leader in the local advertising space,Alpha owns and operates 207 local radio
stations along with 200+ websites serving 44 markets across the United States.
Appended to our powerful broadcast footprint,a team of digital marketing experts operate and manage the
best-in-breed tactics in the digital advertising space with special focus and attention within the tourism and events
sector.We are a leader in audience development tactics,location based targeting,device ID capture and platform ID
integration, mobile, social, and video with specialized capabilities in CTV and OTT technology.
Alpha Media has vast experience working with advertisers in the travel,tourism,and entertainment industry including
but limited to,Modernism Week,the City of Palm Springs,Southwest Arts Festival,Greater Coachella Valley Chamber of
Commerce, and the Riverside County Fair.
Subcontractor Background and Experience:Alpha Media created a partnership with Recrue Media.,based out of Los
Angeles,California and East Greenwich,Rhode Island.Recrue is a Limited Liability Company,privately held and
established in 2009.Recrue is a digital technology provider that has been engaged by many tourism boards and event
management groups.Recrue Media employs 32 individuals in its core campaign management business and co-shares
additional employees across other divisions including OTTBuyer.com, CTVBuyer.com, PubMon, and TVScientific.com.
City of La Quinta Campaign |Participating Staff Resumes
Name:Katy Treadwell
Company:Alpha Media
Employed:August 2015
Based in: Palm Springs, CA
Education: BA Mass Communications, Oklahoma City University / Google Certified, TradeDesk Certified
Title: Digital Marketing Manager / Project Manager
Responsibility:Team Lead /Project Manager.Direct point of contact for all digital marketing specialists/clients.
Involved in campaign planning, strategy, execution, management, and reporting of all digital campaigns.
16+years of Advertising Experience:Digital Marketing,Video Marketing,Website Marketing,Broadcast Marketing
(Radio, Print, Outdoor, and TV), Advertising Agency Media Buyer and Creative Director.
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Recent Work History:Katy has been at Alpha Media for 7 years;the last 4 have been as the Digital Marketing Manager
for the Palm Springs office.Previously,Katy was the creative director and media buyer for Phuel Marketing,a boutique
ad agency in Oklahoma City.
Name:Dayna Buompensiero
Company:Alpha Media
Employed:July 2014
Based in: Palm Springs, CA
Education: Accounting/Business - College of the Desert
Title: Digital & Media Account Executive
Responsibility:Experienced Account Manager with a demonstrated history of partnering with companies,building
relationships, and developing growth strategies using digital and broadcast media.
Dayna has over 25 years experience in advertising and marketing.From leading the top sales teams at The Desert Sun to
media buying for local ad agencies and working with some of the largest companies in the Coachella Valley strategizing
their broadcast and digital footprints.
Dayna specializes in client communications,campaign development &execution,industry research,and creative
planning.Responsibilities include working directly with the client in developing strategies,target research,overseeing
campaign progress and advancing communication within teams.
Recent Work History:Dayna has been at Alpha Media for 7.5 years.Previously,Dayna held Media Buying Manager
positions at two local ad agencies,was Executive Director at Desert Ad Federation,and Retail Advertising Manager at The
Desert Sun.
Name:Dax Davis
Company:Alpha Media
Employed:July 2015
Based in: Palm Springs, CA
Education: BA: Broadcast Journalism/Public Relations,Baylor University
Title: Director of Sales and Director of Content
Responsibility:Secondary point of contact for all digital marketing specialists/clients.Involved in campaign planning and
strategy of all digital campaigns.
30+years of Advertising Experience:Customer/Vendor Acquisition and Retention related to National,Regional and Local
Sales, Digital Services, Training, and Creative.
Director of Sales and Director of Content:Lead Sales and Support Teams to generate viable client solutions and
improved workflow processes.Serves to engage community leaders and business owners in addition to providing
periodic educational marketing workshops.Lead Programming and Content Creation Teams to create compelling and
interactive content Internal and External Management of the Kansas State University partnership execution and
fulfillment.
Recent Work History: Dax has been at his current position with Alpha Media for 7 years. For the 11 years prior,he was
the Sales Manager and Program Director of the long-standing #1 billing radio station in Oklahoma City,WWLS-AM/FM,
and was responsible for the radio station’s content strategy as well as it’s execution.He also oversaw the creation and
day-to-day operation of the NBA’s Oklahoma City Thunder ’s Radio Network.
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Name:Ken Workowski
Company:Alpha Media
Employed:May 2021
Based in: Daytona Beach, Florida
Education: Western Illinois University
Title: Director of Customer Success
Responsibility:Campaign Fulfillment Management and Performance Analytics
27 years of Advertising Experience:Digital,Video,Web,Creative Agency,Broadcast,Direct Marketing,Customer
Acquisition and Print.
Director of Customer Success:Alpha Media.Leads Customer Success Team focused on post-sale execution,fulfillment,
QA that will work with the team handling the KState account ensuring successful campaign launch and contributing
analysis on performance and areas of opportunity for new student acquisition.
Recent Work History:Senior Vice President of Sales Development:Gannett Inc.-Led team of 40+Digital Sales Engineer
Group,primarily on ensuring successful digital advertising campaigns.VP of DME Studios -Full Service Video and Digital
Agency:executed campaigns in the professional sports vertical (NBA,NFL,NHL),Medical,and retail industries.Multiple
Digital Advertising Certifications (Google Ads,Google Ad Manager (DFP),Programmatic,Sponsored Content,and CRM
platforms.
Name:Brittney Hannan
Company:Alpha Media
Employed:July 2021
Based in: Champaign, Illinois
Education: Northern Illinois University
Title: Customer Success Manager
Responsibility:Campaign Fulfillment and Performance Analytics
6 years of Advertising &Customer Support Experience:Digital,Video,Web,Direct Marketing,Customer Acquisition,
Content Management, Print, Project Management, Reporting Analytics and Brand Strategy.
Customer Success Manager:Alpha Media.Owns the post-sale relationship,fulfillment,QA that will work with the team
handling the KState account ensuring successful campaign launch and contributing analysis on performance and areas of
opportunity for new student acquisition.
Recent Work History:Marketing Content Manager:Pavlov Media -Developed content and worked to support brand
strategy across 5 in-house brands,primarily focused on digital advertising campaigns.Market Support Specialist:
ThriveHive/Gannett Inc.-Served as liaison between digital product teams and account executives,providing support for
both the client and the market.
Multiple Digital Advertising Certifications (Google Ads,Google Ad Manager (DFP),Programmatic,Sponsored Content,
and CRM platforms)
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Name:Jesse Naul
Company:Alpha Media
Employed:August 2017
Based in: Colorado Springs, CO
Education: College and Advanced Certifications
Title: Corporate Graphic Designer
Responsibility:Lead Graphic Designer and graphics project manager for all design and web projects
Jesse has over 25 years of experience in marketing,branding,sales,education,database and photo archive management
and customer service.Lead designer for 207 radio stations across 44 regional markets.Responsible for delivering quality
content across music,sports,and new formats utilizing UIX,print,web,branding,marketing,and video
solutions.Broadcast property branding across the web,social,print,vehicle wraps illustration,video,and print solutions
for multimedia.Design support includes logos for radio stations,podcasts,events,sales decks,posters,UIX,t-shirt,video
creation and/or editing, and digital advertisements for clientele.
Name: Kendra Murphy
Company:Alpha Media
Employed:January 2021
Based in:Austin TX
Education:B.A, Graphic Design
Title:Corporate Graphic Designer
Responsibility:UIX, print, web, branding, marketing,and video & animation solutions for radio stations and advertisers.
5 years of Media Design:UI/X,print,web,branding,marketing,and video &animation solutions for radio stations and
advertisers.
Recent Work History:Multimedia Animation and Graphic Design Assistant at Pearson:Managed graphic assets and
developed new ones as needed,including logos,posters,promotional materials,etc.Developed and implemented
marketing strategies and maintained social media presence.
Name:Marc Jenkins
Company:Alpha Media
Employed:November 2020
Based in: Jacksonville, FL
Education: University of Georgia, Clemson University,New York University
Title: VP, Digital Revenue Strategy
Responsibility:Strategic Planning, Business Intelligence,Sales Enablement
With over 20 years of media sales,analytics and integrated marketing experience,Marc has filled executive analytics,
sales and marketing leadership roles spanning the gamut of online and traditional marketing,media and digital
marketing services sales.
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Marc has spent most of the last five years focused on leveraging the prior 15 years’sales and marketing leadership
experience to help leaders make better decisions and get faster results through data analytics and insights.During his
tenure as head of sales data and analytics with Gannett,he partnered with senior leaders to translate business questions
into structured analytical queries,deploying an enterprise-level Power BI environment.He mentored a hard-working
team of analysts to answer business questions,conduct training,and drive data literacy and democratization across the
organization.
In sales leadership roles,he helped 100s of business owners and marketing professionals understand their own customer
data and build winning marketing programs in crowded marketplaces.He has created and conducted marketing and
analytics training for sales executives for over a decade,extending his consultancy via exchange programs in eastern
Europe,sponsored by the U.S State Department.Marc has also led multiple creative marketing and development teams
to build high-converting demand generation programs,conducted educational seminars for SMBs on marketing and
analytics, and managed digital services operations and vendor relationships for over a decade.
Name:Trent Taylor
Company:Recrue Media
Employed:January 2012
Based in: Providence, RI
Education: Plymouth State University
Title: Director of Operations
Responsibility:Director of all Campaign Management,Platform Management, Client Interface Management
As Director of Operations,Trent ’s primary focus is to make certain that campaigns sold are properly implemented and
run according to the advertisers’goals.This entails extensive oversight of a team of nine campaign managers that
execute digital advertising programs across a variety of sophisticated platforms.In this role he assigns campaigns to the
appropriate managers,ensures the team delivers on budget while meeting the agreed to Key Performance Indicators
(KPI’s).Trent communicates frequently with advertisers to review strategies,ensure all parties are aware of deliverables
to initiate a campaign,and review performance so advertisers understand how well a program is performing,and what
else can be done in order to steady improvement.
Additionally,it is his responsibility to orchestrate regular reviews of both current and emerging platforms so that we
always have access to the best ad tech.This requires keeping team members fully knowledgeable of platform capabilities
and how to implement them,and working with our advertising clients so they understand the value these capabilities
provide.Trent also works closely with the proposal development team to ensure that each proposal created is actually
“deliverable” and designed to tactically deliver on the desired goals and outcomes.
Prior to Recrue Media,Trent worked at Mathews Marketing as a research analyst.This company builds sophisticated
advertising programs by delivering Free Standing Inserts (FSI’s)through newspaper circulation using highly targeted
delivery for the likes of Mercedes Benz,Chevrolet,GMC as well as multiple international travel advertisers focused on
high income consumers.
Name:Blake Bellemore
Company:Recrue Media
Employed:April 2012
Based in: Providence, RI
Education: University of Rhode Island
Title: Director of Proposal Development and Client Strategy
Responsibility:Client Marketing Strategy, Proposal Development, Training, Program Budgeting
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As Director of Proposal Development,Blake’s primary focus is to make certain advertiser media plans deliver their
specific audience based on available budget.Blake coordinates the assignment of media plans to be built by her team
and then works with the Director of Operations to ensure the media plans are deliverable prior to them being presented
to a client.This is a very client-facing role and Blake is frequently communicating with advertisers to help them
understand how platforms package and deliver audiences,identify issues that may impact desired results,and make
certain that the client ’s expectations are properly aligned based on budget available.Product training is a constant focus
she provides her team and clients, in particular as we onboard new ad tech capabilities.
Prior to this position,Blake focused her attention dealing exclusively within the higher education sector as Director of
Higher Education Strategy and Ad Ops,plus a previous title of Director of Reporting and Educational Optimization.
Responsibilities included daily monitoring and oversight of higher education campaigns.Optimization strategist for
tactics,manages ad trafficking, campaign optimization,ad creation and reporting.
Name:Erin Reed
Company:Recrue Media
Employed since:July 2016
Based in:Narragansett, RI
Education:Rhode Island College, Marketing /Communications
Title:Proposal Development/Media Strategy & Onboarding Associate
Responsibility:Proposal development,Media Planning &Strategy,Digital Training /Product Training,New Partner
Onboarding, Client Relations, Assist in Client Sales Materials + Presentations
As proposal development associate,Erin is responsible for developing customized digital marketing strategies for our
national partners and their clients to develop media plans based on a client's target audience and campaign goals.This
includes projections and presentations around each strategy built through data research and targeting success across
similar client campaigns for maximum performance and optimization at a customized level.Additionally,Erin’s role
includes communicating daily with reps and their client's around pre-sale strategy prior to implementing the campaign,
and campaign performance once that campaign is being managed for greater results.Additional responsibilities include
internal and external training to update on all platforms,digital products +updating and educating our partners of any
new products, etc.
For more than five years,Erin has gained experience across several verticals while the digital industry has continued to
reshape and evolve.
Name:Liliana Rutler
Company:Recrue Media
Employed:May 2017
Based in: Providence, RI
Education: Roger Williams University
Title: Campaign Manager, Director of Social Media
Responsibility:Campaign Management, Social Strategy Development, Key Client Management
Liliana is our department lead on all social campaign management and is responsible for the online management of
digital advertising programs for our client and media partners.Responsibilities relating to this function are excellent
communication skills,media-savvy and knowledgeable of online marketing,website functionality,digital ad delivery
platforms,targeting technologies,evaluating online marketing initiatives,implementing online marketing techniques,
collaborating with account managers, and staying up-to-date with all online marketing trends.
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For over four years,Liliana has worked with keystone clients managing and overseeing ad campaigns on site,mobile,app
and other digital products,especially when associated with social platforms.She manages campaign executions for
national brands like CoolSculpting, Juvederm, Botox, Coopervision and Jeuveau.
Name:Adam Bohac
Company:Recrue Media
Employed:October 2017
Based in: Providence, RI
Education: University of Rhode Island
Title: Senior Media Solutions Manager, Campaign Manager
Responsibility:Campaign Management,CTV/OTT Strategy Development,Key Client Management Adam is our
department lead on all CTV/OTT campaign management and is responsible for the online management of digital
advertising programs for our clients and media partners.Responsibilities relating to this function are great
communication skills,knowledge of online marketing,website functionality,digital ad delivery platforms,campaign
optimization,budget management,implementation of online marketing techniques/trends and collaborating with
account managers on updates and optimizations.
Additionally,Adam has worked with major clients managing and overseeing ad campaigns on display,mobile,search,
social,CTV/OTT as well as other digital products.He has managed campaigns for national brands like CoolSculpting as
well as campaigns for major medical centers like UF Health,Marshall Health,Pratt Regional Medical Center and
Richmond University Medical Center.
Name:Nicole Tiexiera
Company:Recrue Media
Employed:June 2014
Based in: Rhode Island
Education: University of Albany
Title: Director of Reporting
Responsibility:Campaign reporting and analytics
Nicole oversees and executes all aspects in the creation and design of digital campaign performance reports.She
maintains and manages reporting functions across multiple platforms including SEM,targeted display,mobile,social
(Facebook,Instagram,SnapChat,TikTok,Linkedin,etc.),Video (instream,outstream,YouTube,CTV,OTT,etc.),Native,
and many others.Highly skilled in the reporting-based platform,TapClicks,and certified in Acquisio.Assisted in
developing materials for new clients onboarding sales processes.Provides assistance for clients through phone calls or
email correspondence for various requests including reporting reviews,reviewing elements of individual campaign
outreach, as well as helping with other requests.
Name: Michaela Crudele
Company:Recrue Media
Employed:May 2015
Based in:Rhode Island
Education:Johnson & Wales University
Title:Reporting Analyst & Account Manager
Responsibility:Campaign reporting, analytics, &account management
Michaela provides effective and insightful analysis of campaigns through attractive, comprehensive performance reports.
She assists the Director of Reporting with the creation and design of digital campaign performance reports as well as
managing the reporting platform. While she is certified in Acquisio, she is also highly skilled in the reporting-based
platform, TapClicks. She generates and creates company materials such as product booklets, one-sheets, and success
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stories using various platforms such as Adobe Suite, Canva, and Google Web Designer. Provides customer relation
support through phone calls and emails for client requests.
Name:Jason Fairchild
Company:TVScientific, www.tvscientifuc.com
Employed:August 2020
Based in: Los Angeles, CA
Education: Duquesne University
Title: Co-founder and CEO
Responsibility:Performance CTV and OTT Placements
Jason is a recognized leader in the ad tech industry with a proven track record of innovating and scaling new technologies
and business models at the intersection of media and technology.Jason is the co-founder and CEO of tvScientific,a
ConnectedTV (CTV)advertising and attribution platform.An Idealab company,tvScientific is the first performance
platform for CTV,offering a self-managed solution that combines direct media buying with comprehensive measurement
and attribution,making it easy for businesses of all sizes to buy CTV inventory and deliver outcomes that are as
measurable as digital ads.
Jason also served as co-founder and CRO at OpenX,where he built and managed business development and sales,under
his leadership the company ’s annual revenue grew to $700M+/year.During his tenure at OpenX,Jason and team
introduced several industry-changing technologies,including the first programmatic ad exchange for digital media,the
first programmatic ad exchange for mobile advertising (via a partnership with Samsung),and the invention/development
of Header Bidding technology,which has become a standard ad infrastructure for programmatic digital media across all
formats--display, mobile, video and OTT/CTV.
Prior to OpenX,Jason was an early executive of GoTo.com/Overture (acquired by Yahoo),where he was responsible for
the development of the “paid layer ”search product that unlocked the company’s syndication business model and
attracted large partners like MSN,AOL and Yahoo.Jason ran global BD at GoTo.com/Overture until the Yahoo acquisition
and then ran global BD for pioneering behavioral tech platform company,Claria.Jason was also an early exec at EarthLink
Network.
Jason was a board member for Cognitive Networks,a pioneering CTV data company acquired by VIZIO,and is an
investor/advisor in several emerging technology companies,including QuickFrame,Boom Payments,Recrue Media,Ride
Zero and Binary Advertising.Jason holds six patents in the areas of behavioral technology and search,and several more
pending patents in the areas of audience data aggregation, CTV attribution and Social/Influencer commerce.
Name:David Koye
Company:TVScientific
Employed:August 2020
Based in: Richmond, VA
Education: University of Richmond
Title: Co-founder and Chief Product Officer
Responsibility:CTV and OTT product development and campaign optimization
David is currently the co-founder and CPO of tvScientific,,a ConnectedTV (CTV/OTT)advertising and attribution platform
and is the industry's first purpose built platform to bring the targetability and accountability of digital media to the
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massive impact of the TV advertising.As CPO,David’s role is to guide the technology development process for the only
CTV platform that combines direct digital media buying with comprehensive measurement and attribution.Through
David’s supervision,industries like higher education can effortlessly buy CTV and OTT inventory and deliver outcomes
that are as measurable as digital ads.
Prior to TV Scientific,David was the digital sales manager for SummitMedia,LLC.,a broadcast and digital marketing
company based in Richmond,Virginia.He was responsible for management and growth of digital revenue and
operational procedures for 48 properties across nine markets across the southeast and midwest region of the country.
His daily function was to set the digital sales direction,organize and train an internal digital operations team,guide
tactical and technical product development and manage client relationships with a staff of over 125 sales and marketing
personnel.
From 2007 to 2013 David had responsibility of building and growing the digital marketing department for Cox Media
Group Richmond to create fully functioning and comprehensive online digital solutions for local businesses and
advertising agency partners.The capabilities he developed include complete campaign planning from concept to ROI and
can include behavioral,contextual,and geographically targeted display advertising,site retargeting /remarketing,search
marketing (PPC and SEO), and mobile marketing.
Name:Mark Landon
Company:Recrue Media, Recruedu
Employed:April 2007
Based in: Los Angeles, California
Education: Ithica College, Pepperdine University
Title: Co-founder and Managing Principal
Responsibility:Strategic Planning and Consultation,Strategy Development, Team Management and Coordination.
Founded in 2007,Recrue Media provides end-to-end capabilities to help marketers,agencies and media outlets reap the
benefits of fluid data,highly efficient programmatic services,consolidated reporting,and unique digital platform
synergies such as location based device ID integration.Our placement services help clients integrate multiple strategic
tactics,simplify ad tech and program management solutions,and fully realize the efficiency and performance gains of
programmatic technologies across display, mobile social, video, and more.
Section C
References and Recent Project Descriptions
(Recent Projects Using Similar Services)
Reference #1
Client:City of La Quinta - Iron Man
Phone:760-777-7000
Email:mgraham@laquinta.gov
Contact:Marcie Graham
Start and End Dates:09/16/19-12/8/19 and 09/15/21 - 12/5/21
Alpha/Recrue Staff Members Assigned to Project:Katy Treadwell,Dayna Boumpensiero,Dax Davis,Trent Taylor,Nicole
Tiexiera, Erin Reed, Kendra Murphy, Jesse Naul
Campaign Objective:To promote the annual Iron Man event and alert locals of road closures,event routes,and other
pertinent information concerning the Iron Man event in La Quinta.
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Alpha Services Used:Mobile In-App advertising,location based targeting,audience device ID capture,device targeting
integrations across social platforms, social advertising on Facebook and Instagram
Alpha’s Solutions:To build relevant audiences,location-based polygon technology was used to target users by capturing
mobile phone device IDs based on geographic locations,such as local neighborhoods,local bike and hiking routes,and
other areas and persons of interest.Behavioral data was also used to target users who have shown interest in similar
events based on their online behaviors.This information from the mobile campaign was then used to serve ads to those
users in a social setting, such as Facebook and Instagram, where engagement tends to be high.
Campaign Results:The City of La Quinta employed Alpha Media’s digital services for the 2019 and 2021 Iron Man events.
Over the course of the campaigns,more than 1,112,000 impressions were delivered to local residents in key areas
affected by the event,as well as to other local areas and users likely to participate or be interested in the Iron Man event.
The 2 campaigns have delivered nearly 6,000 visits to the Iron Man site/landing page and generated click thru rates that
are 131% higher than industry benchmarks.
Reference #2
Client:Toll Brothers
Phone:804.868.8144
Email: Contact By Phone Only
Contact:Trisha Ip
Start and End Dates: April 2020 - Current
Alpha/Recrue Staff Members Assigned to Project:Katy Treadwell,Dax Davis,Mark Landon,Trent Taylor,David Koye,
Liliana Rutler, Nicole Tiexiera, Erin Reed, Blake Bellemore
Campaign Objective:Toll Brothers utilizes Alpha Media for their advanced audience development tactics and device ID
integration to reach potential home buyers all over the US.
Alpha Services Used:Location based targeting,audience device ID capture,device integration across social apps
including Facebook,Instagram,and Twitter,display advertising and retargeting,and video including CTV,OTT,and
YouTube.
Alpha’s Solutions:Targeted display ads were served to audiences who showed interest in buying or renting a home
through their online habits,interests and demographics.Native display ads were also used to serve organic looking
content ads on premium websites to drive traffic to the company’s site.To build a larger relevant audience,Device IDs
were captured from predefined locations,such as local neighborhoods or places of work,to build audiences for mobile
in-app ads.These device IDs were then also used for a multifaceted approach as mobile-to-social integrations,where the
IDs were linked to Facebook &Instagram users and those users were also served ads through social platforms as they
scrolled through their feeds.Video ads were integrated into the campaign to serve quality brand messaging content
through over-the-top (OTT)streaming services as non-skippable ads along with instream video ads placed on top quality
website publications and social media platforms.Ads were also shown as suggested search results on Youtube for
additional reach and frequency.
Campaign Results:Within the first 3 months the campaign collectively generated over 22M impressions and nearly
40,000 link clicks to the home builder ’s website,leading to an increase in virtual and in-person home showings across the
entire region along with a significant increase in web traffic and online conversions.In fact,in its first two months the
display advertising tactics alone generated over 17,000 website interactions including viewing floor plans,getting
directions and more.Over 40 of these actions were lead-oriented events.At the end of the three-month period,87%of
media events and user actions that occurred on the company’s site were attributed to the mobile-to-social portion of the
digital campaign.Video ads served on OTT streaming platforms were shown a total of 323,172 times with a 97%
completed view rate.Instream videos were shown 202,723 times with an above average completed view rate of over
62%.The YouTube ads were shown over 220,000 times with an average completed view rate of 72.5%.Since this
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relationship began in 2020,Alpha Media has gone from marketing for 2 Toll Brothers communities to marketing for 18 of
their communities nationwide.
Reference #3
Client: DAP Health (Desert Aids Project)
Phone:202.836.0065
Email:DGruber@DAPHealth.org
Contact:Dustin Gruber
Start and End Dates:1/1/19 - Current
Alpha/Recrue Staff Members Assigned to Project:Katy Treadwell,Dax Davis,Nicole Tiexiera,Jesse Naul,Erin Reed,Trent
Taylor, Kendra Murphy, Liliana Rutler
Campaign Objective:.DAP Health’s main focus is to drive awareness of their healthcare services and increase patient
counts,as well as increase the number of at-home HIV tests they distribute each year.However,over the past 3 years
DAP has had several campaign objectives ranging from special health initiatives funded by grants to a complete rebrand
and name change in 2020 and 2021.
Alpha Services Used:Location based targeting,audience device ID capture,device integration across multiple platforms
including CTV/OTT platforms,delivery on OTT and CTV streaming devices (smart tv’s,cell phones,Roku devices,tablets,
Playstations and gaming devices etc)using emerging technologies for campaign attribution and conversion reporting
directly into the client’s Google Analytics dashboard,display advertising,SEO,mobile in-app,and social media
advertising and device integrations in Facebook, Instagram, Snapchat, and TikTok.
Alpha’s Solutions:Alpha Media has worked with DAP Health for 3 years,and has helped DAP develop comprehensive
digital strategies that include SEO,polygonning,device ID capture and integrations,audience development and
optimizations,display advertising,social media delivery including Facebook,Snapchat,TikTok,and Instagram,as well as
video marketing (YouTube, CTV, OTT, instream, and outstream)
Campaign Results:DAP Health ads have been delivered over 8,500,000 times across multiple platforms including display
networks,CTV and OTT platforms,Facebook,Instagram,Snapchat,TikTok,mobile in-app,and search queries.The
campaigns have delivered nearly 35,000 new visitors to the various DAP sites and landing pages.For the lifetime of the
campaign,CTR’s remain an average of 102%above industry benchmarks.Brand awareness efforts have helped to drive
more interest and online inquiries for their local clinic year over year,and popularity of the at-home HIV tests has
increased as well.
Section D
Disclosures
Alpha Media,along with subcontractor Recrue Media,have no significant prior or ongoing contract failures,or any civil
or criminal litigation or investigations pending. Nothing to disclose.
Section E
Guarantee of Work
CONTRACTOR GUARANTEE
Project: City of La Quinta Digital Services 2022-2023
Location: La Quinta, CA
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Alpha Media USA,LLC,Contractor for the above-referenced project,hereby warrants that all labor,services,materials
furnished,and work performed are in compliance with Contract Documents and any authorized modifications thereto,
and will be free from defects for the contract period.
This Warranty commences on May 1, 2022 and expires at the end of the contract period.
Should any defect develop during the Warranty period due to improper service, workmanship, or arrangement,
shall be made good by Alpha Media within 30 days at no expense to the City of La Quinta.
The City of La Quinta will provide the Contractor written notice of defective Work.Should the Contractor fail to correct
defective Work within 30 days after receiving written notice,the City of La Quinta may,at its option,cancel this
agreement with 2 weeks’ written notice.
Should the contract be canceled during the contract period,the City of La Quinta will be responsible for the prorated
amount due for services provided prior to the cancellation date.
Contractor Business Name: Alpha Media USA LLC
Contractor Signature:Kat Treadwel
Date: January 5, 2022
Section F
Subcontractor Information
In 2015,Alpha Media created a partnership with Recrue Media.,based out of Los Angeles,California and East Greenwich,
Rhode Island.Recrue is a Limited Liability Company,privately held and established in 2009.Recrue is a digital technology
provider that has been engaged by many tourism boards and event management groups.Recrue Media employs 32
individuals in its core campaign management business and co-shares additional employees across other divisions
including OTTBuyer.com, CTVBuyer.com, PubMon, and TVScientific.com.
Alpha Media will employ Recrue Media for aid in providing services such as audience development,data segments,
research,CTV and OTT placement on the tvScientific platform,device capture,device integrations,advanced analytics,
and emerging technologies.
Section G
Insurance Coverage
See Insurance Forms Included in Packet
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Alpha Media Digital Services Work Plan and Cost Breakdown
Project:City of La Quinta Digital Services
Dates:July 2022 - June 2023 (May 2022 – June 2022 used as planning and discussion period)
Services Recommended:Display (network,contextual,behavioral,retargeting),mobile in-app,mobile web,location
based targeting,device ID capture,device ID integration,SEM,social (Facebook/Instagram),YouTube,Performance TV
(CVT, OTT, high view display)
Campaign Goal:To create a marketing campaign that speaks to tourists,businesses,and residents that inspires,
motivates, assists, and educates.
Success Will Be Measure by:website visits, social analytics, digital analytics
Recommendation Overview:At Alpha Media,we take an “Audience First ”approach to digital marketing,wherein,we
identify and isolate the target demo/audience first, then decide what methods we will use to reach them.
In order to identify your target audience,our first step is to use device ID capture from key areas or locations of interest,
ie:drive markets such as LA,San Diego,and the Inland Empire,airports with direct flights to Palm Springs,local
businesses and neighborhoods,and resorts and hotels (local and other),etc.(There are no limits on the number or type
of locations we can target)
We can pull device IDs from ANY location (city, state, zip code, home, office, etc) up to 2 years back.
After looking at a small sample of locations including local hotels and resorts,airports with direct flights to Palm Springs,
local golf courses,and key areas in drive markets (LA,San Diego,and Inland Empire),we have already identified nearly
200,000 devices that fit the City of La Quinta’s target demographic.
The following Work Plan outlines the tactics/services we recommend using in order to reach and engage them,and
others whom we identify, most effectively.
(Tactics,audiences,and services can be adjusted at any time during the campaign for marketing of new initiatives,
events, travel offers, etc)
Display Advertising Recommendation:
Total Annual Impressions:1,750,000
Annual Budget: $17,500
CPM:$10
●Keyword, Contextual, Network, and Retargeting tactics are recommended.
●More impression share and budget are recommended for peak travel periods (October - March)
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Imp 115,000 115,000 135,000 150,000 175,000 175,000 175,000 175,000 175,000 130,000 115,000 115,000
Cost $1150 $1150 $1350 $1500 $1750 $1750 $1750 $1750 $1750 $1300 $1150 $1150
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●Display advertising is recommended for outreach targeting (those searching for or engaging with topics online
related to travel to La Quinta or nearby areas,or targeting local residents and businesses,etc)as well as
retargeting all website and landing page visitors in order to increase the frequency of the message.
Mobile ID Integration Recommendation:
Total Annual Impressions: 2,570,022
Annual Budget: $38,250
CPM:$15
●Delivery of your message in mobile apps along with direct integration into the device’s corresponding social
accounts
○Including Facebook and Instagram
●Reaching all of the devices captured at the target locations,as well as those interested in travel,vacation
destinations, outdoor and golf enthusiasts, and the like.
●Includes a Facebook retargeting pixel for additional and continued exposure among this audience
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Imp 150,000 166,670 200,000 253,334 266,670 266,670 266,670 266,670 266,670 200,000 133,334 133,334
Cost $2,250 $2,500 $3,000 $3,500 $4,000 $4,000 $4,000 $4,000 $4,000 $3,000 $2,000 $2,000
●Mobile apps are where the majority of time is spent on our mobile devices
●Mobile app usage has increased over 30% during the pandemic with no signs of slowing down
●Mobile in-app advertising allows for added reach in key apps and mobile sites not available with traditional
display advertising
●Device ID capture also allows for seamless integration and exposure in closed app environments like Facebook
and Instagram
●Delivery in news and weather apps, entertainment apps, travel and leisure apps, gaming apps, dating apps, etc
●Delivery in Facebook and Instagram
Performance TV Recommendation:
Total Annual Impressions: 1,501,428
Annual Budget:$49,236
CPM:$34
●Delivery of your message through streaming devices including Smart TVs,Roku devices,Amazon Firestick,
Playstation and other gaming consoles directly to the households that correspond with the captured devices.
●Delivery of your message on popular apps and services such as CNN, Fox, ESPN, Hulu, Xumo, Tubi and more
●Pay TV households lost 10,900,000 subscribers from 2018 to 2021
●Conversely,cord-cutting households during that same period increased by 10,300,000 users,and the number of
cord-cutting adults increased from 33,000,000 to over 50,000,000.
●TV is now a digital product and can provide important digital metrics such as website visits after ad exposure,
user journey once on the site,bounce rates,conversions,and more (something traditional television can not
provide at this point)
●As such, we believe that streaming tv is a key component to any digital advertising campaign
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
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Imp 73,470 91,394 120,580 150,850 168,250 168,520 168,520 168,520 168,520 91,394 65,570 65,570
Cost $2,500 $3,000 $3,985 $5,000 $5,450 $5,450 $5,450 $5,450 $5,450 $3,000 $2,250 $2,250
●Alpha Media operates their own DSP (Demand Side Platform)called tvScientific,meaning we buy direct from our
own platform cutting out any mark-ups or middlemen.
●tvScientifc was developed by partners at Alpha Media and Recrue Media and is designed specifically for CTV and
OTT advertising with unrivaled reporting and attribution capabilities.
●tvScientific is the only CTV platform available that provides its clients with 1:1 website visitation attribution.
●Performance TV includes delivery of your message on TV screens,mobile devices,tablets,laptops,desktops and
others. (CTV and OTT)
YouTube Recommendation:
Total Annual Impressions:99,570
Annual Budget:$19,950
CPV:$0.20 (Cost per View)
●YouTube is by far the most popular video service in US
●In addition to streaming tv,people consume video in many other places every day,and YouTube is the most
popular.
●In order to reach your intended audience in all major video avenues,Alpha recommends marketing to your
audience and integrating device IDs in YouTube.
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Imp 6,250 7,500 7,500 8,500 10,000 10,000 10,000 10,000 10,000 7,500 6,250 6,250
Cost $1,250 $1,500 $1,500 $1,700 $2,000 $2,000 $2,000 $2,000 $2,000 $1,500 $1,250 $1,250
Native Advertising Recommendation:
Total Annual Impressions:26,564
Annual Budget:$26,564
CPM: $18
●Native ads are very effective for informing and educating your audience;providing more information than is
typically available with traditional digital ads
●Native ads match the look, feel, and function of the media format in which they appear.
●They do not typically look like traditional ads,but rather look as if they are part of the content or site the user is
browsing
●Non-disruptive ads that expose the user to content without sticking out like a sore thumb
●Native ads are recommended for travel tips,local community and economic development issues,and other
educational messages
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Imp 138,890 150,000 200,000 200,000 200,000 200,000 200,000 138,890 48,000
Cost $2,500 $2,700 $3,600 $3,600 $3,600 $3,600 $3,600 $2,500 $864
Search/SEM Recommendation:
Total Annual Clicks Won:5,904
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Annual Budget:$18,500
Average CPC:$2.35
●SEM is used to target the lowest hanging fruit.Those who are actively searching for specific keywords and
phrases related to your business.
●Example keywords:best places in southern California to travel,things to do in Palm Springs,Vacation
destinations near Palm Springs, flights to Palm Springs, the City of La Quinta, etc.
Month July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Budget $1,000 $1,250 $1,500 $1,500 $2,000 $2,000 $2,000 $2,000 $2,000 $1,250 $1,000 $1,000
Clicks 319 399 479 479 638 638 638 638 638 399 319 319
Total Annual Recommended Digital Services Investment:$170,000
Total Impressions:7,297,230
Total SEM Clicks:5,904
Total Video Views:99,750
(ALL RATES ARE NET RATES)
Estimate includes all costs associated with digital services and all rates are valid for up to 90 days
Creative services are provided at no additional cost to the client. (Excluding video creative and video production)
Turnaround for creative is 3-5 business days
Turnaround time for start date is 2 business days after receiving approved/final creative
Changes to targeting, creative, and tactics made during the active campaign can take place within 24 hours in most cases.