USA Today_LocaliQ and Pocial &
January 7, 2022
Ms. Marcie Graham
Marketing Manager
City of La Quinta
Dear Ms. Graham,
Enclosed with this letter is a collaborative response by USA Today | LocaliQ and Pocial to the
City of La Quinta’s RFP requesting Marketing, Branding, Campaign Development & Digital Marketing
Services. USA Today | LocaliQ alongside Pocial confirms our ability to fulfill the local needs and
nationwide reach required to achieve the City of La Quinta’s goals.
With national scale and local focus, USA Today | LocaiQ and Pocial have the resources needed to deliver
an exceptional partnership experience. Our award-winning teams and technology can even provide
deeper insight into travel intenders and how we can drive visitation and visitor expenditures. LOCALiQ is
a leader in digital marketing with expertise in the Travel/Tourism industry. Over the past two years,
we’ve run over 990 digital campaigns for 285 clients in this segment. USA Today | LocaliQ provides on-
going campaign optimization and in-depth reporting based on your needs. We offer in-person or virtual
meetings to discuss campaign performance and pivots, along with a 24/7 custom dashboard to provide
transparent performance and lead tracking. Our data-driven marketing plan is based on an analysis of
your digital marketing presence and the competitive landscape and audience specific to the geography
around each campus. This approach will allow us to make targeting and messaging recommendations
for each audience segment
USA Today | LocaliQ and Pocial’s experienced brand strategists, graphic designers, web developers and
writers understand the ever-evolving landscape on how audiences digest information and artwork to
create stimulating and engaging pieces to drive action. Our response will reflect how the partnership
between USA Today |LocaliQ and Pocial can uniquely fulfill the City’s desired request and bring new
invigorating opportunities to the table. We are in the unique position to offer a solution for each
component within the RFP: Graphic Design, Newsletter Development & Publication, Photography and
Video Services, Public Relations, Economic Development & Digital Services, Website Management,
Media Buying and Brand Enhancement.
Thank you for your time and consideration. We look forward to discussing this proposal further. If you
have any further information, please contact Roshan Patel.
Sincerely,
Thomas Niva Clifton Cooper
Vice Present of Sales Chief Executive Officer
USA Today | LocaliQ Pocial
DocuSign Envelope ID: B88C4C2B-31AA-4520-9B25-B00C190C1BD7
&
PROPSAL:
A. Contact Information & Validity Statement
2) Contact Information
a. Roshan Patel
USA Today | LocaliQ
(760) 409-5767
Rpatel@localiq.com
b. Greg Middleton
Pocial
(937) 689-6275
Greg@pocial.com
3) Main Offices:
a. USA Today | LocialiQ
750 N Gene Autry Trail
Palm Springs, CA 92262
b. Pocial
3111 E Tahquitz Canyon Way
Palm Springs, Ca 92262
4) Addresses That Would Service Projects:
a. USA Today | LocialiQ
750 N Gene Autry Trail
Palm Springs, CA 92262
b. Pocial
3111 E Tahquitz Canyon Way
Palm Springs, Ca 92262
5) The Proposal shall be valid for a period of 90 (Ninety) days from the Proposal Due Date,
January 7, 2022. The validity of the Proposal may be extended by mutual consent of the
City of La Quinta, USA Today | LocaliQ and Pocial Representatives.
B. Agency Background:
1) Years in Business:
i. USA Today | LocaliQ: 115 Years
ii. Pocial: 9 years
2) Tax Identification Numbers:
i. USA Today | LocaliQ: 46-5738182
ii. Pocial: 46-5328634
3) Resume:
&
ROSHAN PATEL
79040 Shadow Trl | La Quinta, CA 92253
760.409.5767 | rpatelsd@gmail.com
SALES AND PARTNERSHIP DIRECTOR
Results-driven, forward-thinking Sales and Partnership Director with a history of experience in the
oversight and direction of successful sales programs in the B2B, B2C, publication, special events, tourism,
and photography industries. Proven track record of delivering exceptional customer experiences that
result in high satisfaction ratings and repeat business. Demonstrated success in developing and
executing winning digital marketing strategies for special events, tourism travel, economic
development, community engagement and fundraisers, leading to significant results. Articulate
communicator who develops customized solutions, meeting client needs.
AREAS OF EXPERTISE
● Strategic Planning
● Customer Retention
● Customer Success
● Digital Programmatic
● Sponsor Cultivation
● Customer Acquisitions
● Database Management
● Sales Presentation Delivery
● Client Needs Analysis
● Marketing Strategies
● Data Analysis
● Business Relationship
Management
PROFESSIONAL EXPERIENCE
USAToday | LocaliQ, Palm Springs, CA Mar 2021 - Present
Multimedia Sales Executive
Leads all tactical sales and client management responsibilities of my book of business. Responsible
for driving revenue through a combination of first-class account management and sales of
proprietary digital software. Monitor and analyze Key Performance Indicators (KPI’s) and service
delivery metrics against client objectives and external market to develop valuable, c ustomized and
strategic recommendations. Lead account business reviews and goal-setting sessions. Work cross
functionally to implement plans and achieve goals. Identify opportunities and pathways for campaign
and overall client success.
Key Accomplishments
● Increased Book of Business by 250% within one year
● Increased new clients by 110%
● Drove over 3,000 Customer Leads through 4 campaigns within three months through customized
digital campaigns.
&
Palm Springs Life, Palm Springs, CA Feb: 2020 -
Mar 2021
Sales Executive
Create, package, and sell sponsorships and advertisements for niche events and publications that
target affluent audiences. Analyze and further develop current sponsors and deliverables for each
event. Identify partnership opportunities within the current client list. Identify and cultivate
opportunities that don’t exist within the current client list. Build and maintain relationships at the
exec and C-levels to grow stronger partnerships and maximize revenue. Build programmatic digital
advertising campaigns. Identify target audience and create a successful strategy utilizing various
targeting methods to maximize traffic and client conversions. Cultivate and maintain community
rapport with various legislators, non-profits, and business owners.
Key Accomplishments
● Exceeded revenue goals during a pandemic
● Found new clients and businesses that never advertised with Palm Springs Life
● Revitalized clients that have been dormant for years
● Missed specific publication sales goals, however, overall revenue goals were met due to
sponsorships and digital
Greater Coachella Valley Chamber of Commerce, Indio, CA Mar. 2019 - Feb: 2020
Director of Sales and Partnerships
Create and implement strategic plans to increase efficiency and success of sales staff. Sought out
potential new members and foster strong relationships. Develop revenue goals, pipeline, and
forecasting reports for sales staff based on current market trends. Collaborate with current members
on how to maximize their ROI in their memberships, and create an annual plan that will increase
engagement, advertising, and sponsorship dollars.
Key Accomplishments:
● New Memberships, advertising, and sponsorships were all forecasting below budget.
Implementing strategic plans increased morale and sales to beat budget by 15+% across all three
verticals.
● Putting focus on member relationships and their story allowed for 20+% growth above budget
in sponsorship and advertising.
&
The Living Desert Zoo and Gardens, Palm Desert, CA Nov. 2013- Mar. 2019
Senior Manager, Sales and Partnerships
Pursue new business opportunities while developing lasting relationships that lead to repeat clients.
Manage outside block ticket sales, tours, habitat and event sponsorships, and business memberships.
Attend trade shows including NTA, San Diego and Los Angeles Travel Adventure Show and IPW.
Build and maintain relationships with local shows, providing information about zoo/gardens.
Oversee private events including birthday parties, weddings and corporate outings.
Key Accomplishments:
● Spearheaded the revival of three programs, successfully driving growth that resulted in three
consecutive years of record-breaking revenue growth and attendance.
● Developed and implemented new tours, catering to clients in search of unique experiences not
offered at other attractions.
● Played a key role in the successful execution of development projects including Winemakers
Series, “Brew at the Zoo” and “Wildlights,” resulting in significant funds raised.
● Increased outside block ticket sales by 450+% and private tours/group tours by 400+% during
my tenure..
● Created and implemented effective promotional plans for business memberships, habitat and
event sponsorships, increasing sales by 150+% in only one year.
Lifetouch National School Studios, Palm Desert, CA March 2009-Nov. 2013
Sales Manager/Yearbook Manager/Human Resources Manager
Oversaw sales territory in collaboration with Territory Manager, ensuring the meeting of goals along
with profitable growth and client retention. Reviewed market data and sales statistics, determining
customer needs, volume potential, price schedules and discount rates. Served as company
representative at trade association meetings, promoting products. Managed activity and expense
reports of sales team. Negotiated sales contracts, including pric ing and payment terms. Executed
promotional programs and discount rates. Collected and submitted payroll for hourly employees.
Managed employee benefits programs and reimbursements for out-of-pocket expenses.
Key Accomplishments:
● Maintained consistent record of meeting or exceeding established market share expectations.
● Built and nurtured effective customer relationships, leading to business rebooking.
● Facilitated effective staff trainings, resulting in increased job competency and sales ability.
EDUCATION
California State University of San Marcos, Communications and Mass Media, 2004-2009
Community
Leadership Coachella Valley, Class of 2018
Board of Trustees, Coachella Valley History Museum, 2015-2017
&
4) Agency Ownership
i. USAToday | LocaliQ falls under the umbrella of Gannett Co., Inc. Incorporated in
Virginia in 1923.
ii. Pocial is Co-Owned by Clifton Cooper and Greg Middleton
5) Parent Organizations:
i. USA Today | LocaliQ: Parent Organization Gannett Co., Inc.
ii. Pocial: Non-Applicable
C) References of Similar Services and Scope of Work
1) Stuft Pizza, John Bertram, John@stuftpizzabarandgrill.com
a. Digital Consultation, New Website Design and Build, Social Media Management,
Graphic Design (Print and Digital), Ad Placement (Traditional and Display), New
Commercial Shoots, Launched Online Waitlisting, Email Blasts
b. Aug 2020 – Present
c. Staff:
i. Clifton Cooper
ii. Greg Middleton
iii. Roshan Patel
iv. Marc Middleton
v. Kaylee Scollard
vi. Jessica Acosta
d. A main focus was building delivery while maintaining in store dining. As a result
monthly revenues are up over 15% from previous highs and this was
accomplished during a pandemic. Additionally, we have rebranded Stuft Pizza as
a bar and grill where they have "Something for Everyone"
2) Los Angeles County Fair, Sneh Sheth, snehsheth1.1@gmail.com
a. Build and Launch a platform to target people who don't regularly attend the LA
County Fair with a specific focus on getting guests to attend more than one day.
b. Jul 2015 – Oct 2017
c. Staff
i. Clifton Cooper
ii. Greg Middleton
iii. Mike Hogan
d. We utilized our proprietary technology to launch a LACF Hacks or Facts that
allowed us to automate and gather information on what guests loved during
their initial visit. Using this information, we enticed people to purchase and re-
attend the fair with offers specific to interest shared with us by the guests
through Pocial's AI. For instance if guests love the outdoors, we provide info
about snow being pumped in or if they have kids we offered a free locker with a
&
family pack repurchase. This resulted in a 73% opt-in rate, a redemption rate of
91% and an ROI of 440% (attributed through unique promo codes).
3) Rowan Palm springs and The Block Palm Springs (GRIT Development), Christine Delgado,
Christine.delgado@rowanpalmsprings.com
a. Full Branding Packaging including naming, logo, web, branding guidelines,
website development and maintenance, photography, social, PR and SEO
b. Jun 2020 – Oct 2021
c. Staff:
i. Clifton Cooper
ii. Greg Middleton
iii. Marc Middleton
iv. Kaylee Scollard
v. Jessica Acosta
d. We successfully launched and rebranded an entire area of downtown Palm
Springs that is continuing to expand successfully. This client is a perfect example
of targeting tourism and being responsible for a large branding campaign and
launch. Additionally, the digital assets can be located at
TheBlockPalmSprings.com and on Social Media. This campaign was especially
unique given the arrival of Marilyn Monroe and the resulting public attention.
D) USA Today | LocaliQ and Pocial formally declare that there are no alleged significant prior or
ongoing contract failures, any civil or criminal litigation or investigation pending, which involves
USA Today | LocaliQ and/or Pocial in which USA Today | LocaliQ and/or Pocial has been judged
guilty or liable within the last five years.
E) Description of Warranty/Guarantee of Work and Covenants:
Description: USA Today | LocaliQ and Pocial represents and warrants to The City of La Quinta (i)
entering into and performance of this Agreement by such party does not and will not violate any
agreement to which it is a party or by which it is otherwise bound; and (ii) when entered into,
this Agreement will constitute the legal, valid and binding obligation of such party, enforceable
against such party in accordance with its terms. Each party covenants (i) to uphold the highest
standards of integrity, honesty, and responsibility in its dealings with the members; (ii) to
represent the Services in a truthful, sincere and lawful manner; and (iii) to comply with any and
all applicable international, federal, state or local laws, statutes, ordinances, governmental
regulations or court orders, including without limitation laws related to third-party intellectual
property rights, in the performance of its obligations under this Agreement. Affiliate further
represents and warrants that (1) it is not a family member of any member; and (2) it is not
currently the subject of any litigation or governmental or quasi-governmental investigations that
would impact on its ability to perform its obligations hereunder and for so long as this
Agreement is in effect, Affiliate shall be obligated to notify Publisher in the event that it becomes
the subject of any such litigation, governmental or quasi-governmental investigation.
&
F) Subcontracting: Non-Applicable
G) Indemnification Statement:
If selected, USA Today | LocaliQ and Pocial will provide the minimum insurance coverage and I
ndemnification noted in Attachment 1, referenced in The City of La Quinta’s 2022 Request for
The smarter way to connect with
more travelers, local residents, and
the business community
playinlaquinta.com/
We Simplify Local Marketing
Response Summary
Our Team Based Approach
City of La Quinta will have a dedicated team of
digital marketers & strategists who work to develop
and execute action based on your unique needs and
goals.
Our team works with yours to understand your goals
and opportunities and tailors a plan to deliver
results. Then, we monitor and optimize your
campaign to ensure peak performance.
Proprietary Technology
Pocial empowers businesses through it's
proprietary and patent pending data mining &
re-targeting tools. Pocial levels the playing field
for SMB's and Large Corporations by providing
them with the unique ability to capture,
centralize and mine, currently dispersed sets of
data. By ingraining Pocial tools into their current
traditional and social media marketing efforts
businesses are able to seamlessly connect, sales,
marketing and business development verticals,
in turn, unifying and simplifying the process of
cross-functional re-targeting campaigns.
Data Analysis
Pocial is a data driven company that
specializes in identifying new potential
customers, implementing strategies to
reach and attract them while offering
proprietary ways to engage your audience
resulting in measurable increased
revenues.
2
Additional Partnership Benefits
With national scale and local focus, we have the
resources needed to deliver an exceptional
partnership experience. Our award-winning teams
and technology can even provide deeper insight
into travel intenders and how we can drive
visitation and visitor expenditures.
POCIAL & USA TODAY NETWORK: An extension of your marketing team.
Roshan Patel
USA Today | LocaliQ
EXECUTIVE
ACCOUNTS
Oversee Strategy,
Execution, Pricing, Contracts
Tom Niva
VP of Sales
STRATEGY
Strategy Development,
Market Research,
Data-Driven Strategy,
Creative/Content Development
Jenelle Brooker
Sr. Director Client Solutions
Lauren Raton
Client Solutions Manger
Andy Bertino
Creative Art Director
Mike Hogan
Videographer
Jessica Acosta
Content Creator
EXECUTION
Execution, Ongoing Support,
Campaign Onboarding,
Execution, Optimization,
Reporting
Erica Steiness
Director, Client Success
Christopher Phillips
Client Success Manager
Kaylee Scollard
Account Support SpecialistK E Y P O I N T S O F C O N T A C T
Denise Fleig
Sales Manager
Marc Middleton
Director of Marketing & Public
Relations
3
Clifton Cooper
Pocial
Greg Middleton
Pocial
Pocial
Graphic Design
Newsletter Development & Publication
Photography & Video Services
Website Management
Public Relations
Media Buying
Pocial
Graphic Design
(Placeholder)
Newsletter Development & Publication
Photography & Video
Service
Photography & Video
Service
Logo Design
Website Design
Website Development
Photography
Social Media Management
Website Development
&
Management
Website Design
Custom Wordpress Development
Website Development
&
Management
Website Design
Website Development
Social Media Management
Photography
Website Development
&
Management
USA Today | LocaliQ
Economic Development
Digital Services
13
A different kind of
marketing partner
13
LOCALiQ is a leader in digital
marketing with expertise in the
Travel/Tourism industry. Over
the past two years, we’ve run
over 990 digital campaigns for
285 clients.
LocaliQ Travel
Tourism Experience
Data Driven
Approach
LOCALiQ provides on-going
campaign optimization and in-
depth reporting based on your
needs. We offer in-person or
virtual meetings to discuss
campaign performance and
pivots, along with a 24/7
custom dashboard to provide
transparent performance and
lead tracking.
Digital Marketing
Plan
Our data-driven marketing plan is
based on an analysis of your digital
marketing presence and the
competitive landscape and audience
specific to the geography around each
campus.
This approach will allow us to make
targeting and messaging
recommendations for each audience
segment.
Recommended tactics include:
•Targeted Display
•Re-targeting
•Social Ads
•Search Engine Marketing
•Promotions/Sweepstakes
•Branded Content
•E-mail
•Print
What You Told Us…
AUDIENCE2022 MARKETING OBJECTIVES KPIs
•Website Lift
•Increase in Traffic & New Visitors, Session
Length
•Visitor traffic; foot traffic and hotel bookings
•Increased social following
•Primary: Travel Intenders & Golfers
•HHI of $75k+
•Adults 35+ Years Old
•Singles & Couples, and Families
•Drive Markets: Los Angeles, Orange, and San
Diego Counties
•Fly Markets: San Francisco-Oakland, Seattle-
Tacoma-Bellevue, and Portland-Vancouver
CBSAs
•Secondary: Local residents for community outreach;
business owners and investors for economic
development
•Primary: Increase awareness and inspire trips, in order
to drive overnight visitation and hotel stays in City of La
Quinta, from select drive and fly markets
•Secondary: Increase community engagement and
outreach through social media; increase attendance at
local events
•Inform USA TODAY Network business owners and
investors about economic development opportunities
in the City of La Quinta
14
playinlaquinta.com/
Tourism Opportunity:
adults residing within Los Angeles, Orange, and San
Diego Counties, and within the Portland-Vancouver,
San Francisco-Oakland, and Seattle-Tacoma-Bellevue
CBSAs that plan to take a golf or tennis vacation in
the next 12 months
15
adults residing within Los Angeles, Orange, and
San Diego Counties, and within the Portland-
Vancouver, San Francisco-Oakland, and Seattle-
Tacoma-Bellevue CBSAs that plan to take a family
vacation in the next 12 months
8.2 million
Source: 2022. Claritas.
playinlaquinta.com/hiking-biking/
350k
Los Angeles County
16
Population 25+:
7m adults
Plans Family Vacation
in the Next 12 Mo:
2.6m adults
San Diego County Orange County
San Francisco-Oakland CBSA Seattle-Tacoma-Bellevue CBSA
Plans Golf or Tennis Vacation
in the Next 12 Mo:
96k adults
Population 25+:
2.3m adults
Plans Family Vacation
in the Next 12 Mo:
993k adults
Plans Golf or Tennis Vacation
in the Next 12 Mo:
43k adults
Population 25+:
2.2m adults
Plans Family Vacation
in the Next 12 Mo:
882k adults
Plans Golf or Tennis Vacation
in the Next 12 Mo:
39k adults
Population 25+:
3.4m adults
Plans Family Vacation
in the Next 12 Mo:
1.4m adults
Plans Golf or Tennis Vacation
in the Next 12 Mo:
72k adults
Population 25+:
2.9m adults
Plans Family Vacation
in the Next 12 Mo:
1.4m adults
Plans Golf or Tennis Vacation
in the Next 12 Mo:
63k adults
Market Overview by Population Size & Travel Intenders
Source: 2022. Claritas.
Portland-Vancouver CBSA
Population 25+:
1.8m adults
Plans Family Vacation
in the Next 12 Mo:
824k adults
Plans Golf or Tennis Vacation
in the Next 12 Mo:
34k adults
Drive Markets
Fly Markets
Kelly & Javi
Young Singles and Couples, w and w/o Kids, Upper
Middle Class to Affluent HHLDs
Taylor Family
Married, Affluent Family HHLDs
with Kids Under 18
Miller Family
Mature, Affluent HHLDs
Mostly without Kids Under 18
Research &
Planning
Visit USATODAY.com Past 30 Days (+31%);
Snapchat (+46%)
Visit USATODAY.com Past 30 Days (+67%);
Checked Instagram (+65%)Reads Daily Newspaper (+61%)
Engagement
Streamed Hulu Past 7 Days (+47%),
Checked News/Current Events Online
Past 30 Days (+13%), Shopped Online for
Hotel/Vacation Packages Past 6 Mo (+26%)
Streamed Hulu Past 7 Days (+65%),
Checked News/Current Events Online
Past 30 Days (+44%), Shopped Online for
Hotel/Vacation Packages Past 6 Mo (+79%)
Checked News/Current Events Online
Past 30 Days (+38%), Shopped Online
for Hotel/Vacation Packages Past 6 Mo
(+10%)
Commitment Checked E-Mail Past 30 Days (+11%);
Google (+8%), Instagram (+41%)
Checked E-Mail Past 30 Days (+30%);
Google (+37%), Facebook (+34%)
Checked E-Mail Past 30 Days (+10%); Bing
(+17%). Saw Offers Sent to Home by Mail
Past 30 Days (+16%)
Opportunity Audiences: Media Habits
Travel Intenders, Next 12 Months, within Los Angeles, Orange, and San Diego Counties
GROWTH AUDIENCES
17
Source: 2022. Claritas. Los Angeles, Orange, and San Diego Counties
18
Target Concentration: Travel Intenders, Next 12 Months
See where look-a-like audiences are most likely to live by count within Los Angeles, Orange, and San Diego Counties
Taylor FamilyKelly & Javi Miller Family
Mature, Affluent
HHLDs Mostly without
Kids Under 18
Young Singles and
Couples, w and w/o Kids,
Upper Middle Class to
Affluent HHLDs
Married, Affluent
Family HHLDs
with Kids Under 18
Source: 2022. Claritas. Los Angeles, Orange, and San Diego Counties
USER EXPERIENCE &
GROWTH OPPORTUNITIES
Upgrading Your User Experience: SEO
Organic Keywords:
PlayinLaQuinta has 4,594 keywords. 525 are on the first
page of search results this month-Spyfu, 12/8/21
Keyword Gainers and Losers: Spyfu, 12/8/21
Technical Issues: Internal Source.
With the website build, there are issues
with the alternative text.With SEO, there
are issues with the headings, titles and
descriptions, and a broken link was found.
20
PageSpeed Insights: Google Tool
Desktop loading speed is 70 out of 100 and
mobile is 41. (90-100 is considered optimal).
Opportunities to improve loading time
Source: SpyFu
VisitGreaterPalmSprings.com
received 16.2k SEO clicks
in October 2021 vs
PlayinLaQuinta.com’s 9.14k
Not on first page when
googled “Coachella valley
weekend trips”
Paid Search Opportunities:
Capture audiences actively seeking travel ideas near Palm Springs
VisitGreaterPalmSprings.com
received 16.2k paid clicks
in October vs.
PlayinLaQuinta.com’s 18 clicks
Source: SpyFu
21
STRATEGY
Advertising Strategy Overview
23
Tourism: Travel Intenders and Golfers
Target Audience:
•Travel Intenders and Golfers
•HHI of $75k+
•Adults 35+ Years Old
•Singles & Couples, and Families
•Drive Markets:
•Los Angeles, Orange, and San Diego Counties
•Fly Markets:
•San Francisco-Oakland, Seattle-Tacoma-Bellevue, and
Portland-Vancouver CBSAs
Tactics:
Business: Economic Development
Target Audience:
•Business Owners and Investors
Tactics:
•Branded Content
•LinkedIn
•E-mail
•High Impact Ads across
USA TODAY Network
•Targeted Display
•Search Engine Marketing
•Branded Content
•Social Ads
•Promotions
•E-Mail
•Print
•Geo-fencing
•Re-targeting
•You-Tube
•OTT/CTV
•SEO
Local: Community Engagement & Outreach
Target Audience:
•Local Residents
Tactics:
•Branded Content
•High Impact Ads across USA
TODAY Network
•Targeted Display
•E-mail
•Social Ads
Domestic, Leisure Travel Intenders; 80 million
USA Today Network reaches more than TripAdvisor Inc, Travel and Leisure Group, Conde Nast Traveler, and
Lonely Planet Sites combined every month
Active Adventurers; 35.1 million
USA Today Network reaches more than TripAdvisor Inc, Travel and Leisure Group, Conde Nast Traveler, and
Lonely Planet combined every month
CONFIDENTIAL:
Source: 2020 comScore//GfK MRI Multi-Platform Fusion (Trended: Nov-Dec 2019/S19) Desktop & Mobile
(LEISURE). Base: USA TODAY NETWORK / Gatehouse Digital Audience Adults 18+. Source: 2019 comScore
Multi-Platform//GfK MRI Media + Fusion (10-19/S19) weighted to Population (000) -Base: All
Affluent Leisure Travelers; 37.1 million
USA Today Network reaches more than New York Times Digital, TripAdvisor Inc, Travel and Leisure Group,
or Conde Nast Traveler every month
24
USA TODAY
Reaches
1 in 2 Americans
Online Every Month
Research
and planning Engagement Commitment
•Social Ads
•Search Engine Marketing
•E-mail
Enhancing the Travel Intender Customer Journey
•Targeted Display
•Online Video & CTV/OTT
•SEO
•Print
•Branded Content
•Social Media Marketing
•Sweepstakes
•Listings and Review
management
•Live chat
Increase awareness and inspire bookings by connecting with potential visitors throughout their travel planning process
25
26
Addressable
geo-fencing/curated
audience is best paired
with OTT/CTV
campaigns running cross
platform/cross device
for greatest campaign
lift and results
Tourism
Local
SMART Solution:
Target your exact audience, multiple times within a month, and find out if they bought from you.
Great for events with ticket sales, or travel deals with specific deals
Targeting:
Household income,
geography, domestic travel
intender, family travel
intender, golf enthusiast,
foodies, and more
E-mail
E-mail list is scrubbed
with existing customer
emails.
10k min.
Display
Target household
addresses are served
display and retargeting
ads
Add On:
Connected/ OTT TV
Target heads of
households across big
and small screens
Addressable Geo-Fencing: Physical USPS addresses are uploaded and
matched against plat line data to collect the exact physical location, size and
shape of the matched addresses
Reach new
audiences
outside your own
list
Direct Mail
27
Tourism
Local
Our database has over 5
million pieces of fresh data per
month –scrubbed to ensure
quality and deliverability,
making our database one of
the largest and most hygienic
in the marketplace today.
5M+
Targeted Email
•Over 120+ million consumer and business emails with verified
consent. 100% opt-in and permission-based database
•Performance Guarantee: open rate guarantee is 10%
•100% Guaranteed delivery: Sign up for x emails, deliver x emails
•Match-Back Reporting: provide match-back reporting confidence
ratings by comparing your customer list to the email list used for
your campaign
•Proprietary Dataset: High quality recipients with over 250 targeting
options
•Targeting can include:
•Demographics like age, geography, and household income
•Travel intender; domestic or family vacations
•Interest in golf
•Interest in food and wine
•More…
Reach new audiences outside of your own database
28
Tourism
Local
165
SOCIAL CAMPAIGNS EXECUTED FOR
TRAVEL BUSINESSES IN THE PAST 24
MONTHS
SEM CAMPAIGNS EXECUTED FOR
TRAVEL BUSINESSES IN THE PAST
24 MONTHS
DISPLAY CAMPAIGNS EXECUTED FOR TRAVEL
BUSINESSES IN THE PAST 24 MONTHS
29
Technology & innovation built to
optimize your campaign and drive results
219 187
29
Google Award Winning Technology: SEM
3X Google Quality Account Champion. Google data shows
that LOCALiQ’s click through rate is more than 2.5x better
than the top tier than the competition. Optimize around
conversions, not clicks.
Facebook/Instagram AI Technology:
Smart technology eliminates human guesswork and
optimizes around performance. Our technology allows
budget optimization across multiple ad objectives, which
not even Facebook offers.
Display Lifts Overall Campaign Performance
Display advertising lifts search advertising conversions by up
to 59% (Pretarget).
196
Internal. October 2021
Tourism
Local
45%
of travel intenders took action
after seeing an ad on a social
network in the past
30 days
Social ads with smart
optimization technology
•Choose your business goal (not your ad goal) –
Drive contacts, grow reach or increase
engagement
•Our Proprietary AI technology learns which ad
tactic works best and shifts budget across ad
objectives to help you achieve your business goal
•Allows for budget optimization
•Tracks reach, engagement and contacts
•Generates higher performance
•Blueprint-trained experts
Source: AdMall
Take time for yourself –relax in the spa
Your Logo & Name here
Join us for the weekend
30
AD TECH SPECIALTY
Tourism
Local
Promotions: Increase Your E-Mail Database
Source: Admall
31
4 in 10
planning to travel in the
next 12 months responded
to an e-mail or newsletter
in the past 30 days
Prize: Family Getaway to Clearwater + Attractions
USATODAY
Target Market: Florida
Campaign: Digital Only
Results
Promotion Entries: 23,036
Client Opt-ins:5,425
Data Capture & Remarketing:
Learn the demos and which attractions participants are most
interested in seeing. Send a bounce back offer to a hotel, restaurant,
or store for travelers to redeem on their next trip to Clarksville
Segment Contests:
Families, adventure seekers, history buffs, art enthusiasts, etc
Reach Primary Audiences:
Age: 25+, HHI $50k+, travel intenders, families with kids, adventure
seekers, nature lovers, art enthusiasts, history buffs
Tourism
Local
Static Infographic:
Feature a long weekend itinerary with
suggested activities for families, singles,
and mature audiences
•Local attractions
•Outdoor activities
•Dining
Can adjust itinerary based on events and
seasonality
Graphic led storytelling featuring hot
spots and hyperlinks to direct users to
other websites to learn more.
Thought Starter:Readers can
click on hyperlinks &
hot spots throughout
the infographic
directing them to
PlayinLaQuinta.com, or
local attraction’s
website for more
info
Branded Content: Inspiring Trips & Engaging Audiences
32
Tourism
Local
Thought Starter:
Branded Content:
Inspiring Trips & Engaging Audiences
Article:
Highlight things to do in La
Quinta by events and seasonality.
Repurpose blog and travel guide
content in front of new
audiences.
•Places to Stay
•Most Instagrammable Spots
•Hiking
•Golf
•Upcoming Events
Articles are 500-1,000 words &
can have up to two interviews
Source: comScore
Premium publishers
are more than 3x more
effective in driving brand
favorability,
consideration, and intent
to recommend
Ads adjacent
to the article can
feature one or more
PlayinLaQuinta.com’s
partners. Ads would
rotate if multiple on
standard articles only
33
Tourism
Local
Branded Content: How It Works
Drivers
to article
Homepage and Section front, and
in-article editorial tiles across USA
TODAY Network sites
Ads and deep
linking on content
drives to the
client’s website
Targeted, standard display ads across
newspaper.com; Geo targeted
Paid and organic social
post from
newspaper.com’s handle
Landing page on
newspaper.com
that hosts all your
content
Client’s website
34
La Quinta to receive logo and
“Story From” attribution on all
articles
Ads adjacent
to the article can
feature one or more
La Quinta partners.
Ads would rotate if
multiple on standard
articles only
Thought Starter:
Branded Content:
Informing the Business Community
Article:
Discuss why La Quinta is the
perfect place to start a business
or move headquarters to.
Highlight opportunities, feature
statistics, and interview local
executives.
Articles are 500-1,000 words &
can have up to two interviews
Source: comScore
35
Premium publishers
are more than 3x more
effective in driving brand
favorability,
consideration, and intent
to recommend
Business
Why LinkedIn?
•With LinkedIn, you’re targeting a
quality audience in a professional context.
•Market sponsored content to influencers,
decision makers, and executives who act on
new opportunities.
•Capture leads using a submission form that's
pre-filled with the member's LinkedIn profile
date
•LinkedIn’s audience has 2x the buying power
of the average web audience
Business
Targeted Email
We use high-quality, proprietary data sets and personas built on
historic campaign performance to reach the audience most likely to
convert to new customers.
Drive Awareness Among Key Targets
Geo + Occupation + Interests
Examples:
Decision Maker: C-Suite, Senior Leadership, etc
Target by company size, sales revenue, industry, or location
Why Us?
•Track Results: Match-back reporting and campaign insights
•Market Leader:9,600 campaigns sent to 300M subscribers
•Proprietary Dataset:More than 250 targeting options
•100% Guaranteed Delivery
1 in 2 executive
leaders responded
to an email or
e-newsletter in the
past 30 days
Source: admall
Business
Technical
Optimization
Content
Optimization
Onsite Optimization*
XML
SitemapSite Navigation
& Architecture
Link Building
& Tagging
Crawl Errors
& Redirects
Schema.org
Markup
Page Titles
& Meta Data Topic Keywords
& Content
Google Analytics
& Search Console
Duplicate Content
Updates &
Canonical Tags
*Optimization tactics do not change the aesthetic aspects of the website. We reserve
the right to turn down requests for design changes.
●Discover your site visits, page
views, traffic growth, quality of
traffic from your geography, and
bounce rate month over month
38
2022 ADDITIONAL
CONSIDERATION
Data provides actionable insights
Our Client Center Dashboard helps our team and yours understand and visualize campaign performance
and what marketing efforts are generating the most leads. Real-time transparent reporting allows all of
us to monitor performance and determine optimization to drive continued results.
•Instant, real-time information into the source of your
marketing traffic
•Track, record, rate and respond to calls, chats and form fills
when desired
•A platform for marketing automation to allow your teams
to email prospects and students
•Engage your students more effectively with this detailed
level of transparency, reporting and additional CRM tools
Awarded
“Best New
Product of the
Year”
Source: *Gold One Planet Awards Client Center with Lead Engagement Add-On the Best New Product or Service of the Year in the Advertising, Marketing, and Public Relations Category, January 2017
39
Marketing Analytics
See what’s working to get you leads.
●See an overview of leads by marketing channel
○PPC, organic, social media, and more
●View conversions like calls, form fills, emails, and
chats
●Compare paid and organic search marketing tactics by
website traffic
PARTNERSHIP OVERIVEW
Tactic Location Timing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Search Engine Optimization (SEO)https://www.laquintaca.gov/12X X X X X X X X X X X X X
Search Engine Optimization (SEO)https://www.playinlaquinta.com/12X X X X X X X X X X X X X
Targeted Email (Drive & Fly Markets)LA, San Diego, Orange County, San
Francisco, Portland, Seattle 6X X -X -X -X -X -X -
Digital Display Ads Drive & Fly Markets 6X X -X -X -X -X -X -
OTT/CTV Drive & Fly Markets 6X X -X -X -X -X -X -
YouTube Drive & Fly Markets 6X X -X -X -X -X -X -
Facebook & Instagram Greater Palm Springs + Drive & Fly
Markets 12X X X X X X X X X X X X X
Branded Content Drive & Fly Markets 4X -X -X ---X -X --
Promotions Drive & Fly Markets 1X -----X ------
LinkedIn National 6X --X X X X X X ----
MEDIA FLOW CHART | $550 ANNUAL SPEND
MEDIA RECOMMENDATION | $550K ANNUAL SPEND
Timing: May 2022 –Feb 2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Search Engine Optimization (SEO) https://www.laquintaca.gov
12 Cycles
Per Month Rates & Service:
Custom SEO: $6,475 -Competitor Analysis, Meta Optimization, User Experience and
Conversion Funnel Optimization, Site Speed Recommendations, image Alt-tag & Filename
Optimization, Image & File Compression, On-site Content Creation & Optimization, Rich
Snippet & Knowledge Optimization, Video Creation, Google Map Market Research &
Reporting of Terms of Service Violators to Google, Premium Listings, Backlink Analysis &
Outreach, Lost Link Recovery, Monthly Reporting & Ongoing Recommendations.
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $996 for 2 Infographics a Month
$78,696
Search Engine Optimization (SEO)https://www.playinlaquinta.com/
12 Cycles
Per Month Rates and Services:
Custom SEO: $4,775
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $998 for 2 Infographics a Month
$62,430
Targeted Email (Drive & Fly Markets)942,396 Impressions | 6 Cycles
Per Cycle: Initial Deployment of 78,533 Individual emails & a reminder email of 78,533 sent
a week after initial deployment. Targeted individuals include heavy interest in travel with
Household Income of $100K and Above. Individuals will receive two (2) emails within 30
days.
$3,502 Per Cycle
$21,012
Digital Display (On ALL Networks)4,037,070 Minimum Impressions
6 Cycles
Per Cycle: 675K+ impressions will be delivered to the targeted email individuals. In
addition, the folks that open the emails will be delivered additional impressions during the
cycle as they engaged with the email.
$4,792 Per Cycle
$28,752
OTT/CTV 810,000 Minimum Impressions
6 Cycles
Per month, 13,500 individual Households, will receive Video ads via targeting through
devices that connect through the TV (OTT) and the same content viewed on mobile phone,
tablet, or computer, connected TV (CTV). Households will receive 10 Ads Per Cycle.
$6,480 Per Cycle
$38,880
YouTube 600,000 Minimum Impressions
6 Cycles
Per Month 10,000 Households that match the targeted email list are delivered ads via
YouTube. 10 Ads per month.
$3,200 Per Cycle
$19,200
MEDIA RECOMMENDATION | $550K ANNUAL SPEND
Timing: 2022 -2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Facebook & Instagram Ads 6.24 Million+ Impressions | 12 Cycles
Facebook and Instagram Sponsored Ads. These will be a combination of Video, Static
Images, and Carousel Ads. Targeting Drive Markets and Pacific Northwest Fly Markets.
520K –680K Impressions per month. 2,000 –2,400 clicks per month. Separate campaigns
can be created for tourism, local events, and economic development if needed.
$3,850 Per Cycle
$46,200
Branded Content 2,000,000 Impressions | 4 Cycles
Custom Articles, Infographics, and Quizzes to uniquely promote the City’s Economic
Development, Local Events, and Tourism. $5,000 Per Branded Content. Each piece delivers
500,000 Impressions within a 30-day period.
$5,000 Per Cycle
$20,000
Promotions 1,391,910 Minimum Impressions
1 Cycle
Staycay Vacay Promotion –Sweepstakes to promote City of La Quinta Hotels. Targeting 5
Destination Market Areas: San Diego, Los Angeles, San Francisco, Portland, Seattle. The
promotion will be a combination of targeted emails and targeted digital display ads.
$20,875
LinkedIn 225,000 Impressions | 6 Cycles
Econ Development Campaign. Promote City incentives to open a business, business
resources that are available, Showcase Lifestyle of Living and Working in La Quinta. 37,500+
Impressions a month.
$3,000 Per Cycle
$18,000
Pocial & Alternative Marketing Opportunities Annual Support
Graphic Design, Newsletter Development & Publication, Photography Services, Public
Relations, Video Services, Website Management, and Media Buying.
POCIAL HOURLY RATE: $125 | NO RETAINING FEE
Alternative Marketing Opportunities: Alternative/Traditional Media if it fits the overall
goal. Potential Sponsorship Opportunities which align with City Brand and Goals.
$195,955
TOTAL INVESTMENT: $550,000
Tactic Location Timing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Search Engine Optimization (SEO)https://www.laquintaca.gov/12X X X X X X X X X X X X X
Search Engine Optimization (SEO)https://www.playinlaquinta.com/12X X X X X X X X X X X X X
Targeted Email (Drive & Fly Markets)
LA, San Diego, Orange County, San
Francisco, Portland, Seattle
Added: Chicago, Denver, &
Minneapolis
9X X X X -X X X -X X X -
Digital Display Ads Drive & Fly Markets 9X X X X -X X X -X X X -
OTT/CTV Drive & Fly Markets 9X X X X -X X X -X X X -
YouTube Drive & Fly Markets 9X X X X -X X X -X X X -
Facebook & Instagram Greater Palm Springs + Drive & Fly
Markets 12X X X X X X X X X X X X X
Branded Content Drive & Fly Markets 6X -X -X -X -X -X -X
Promotions Drive & Fly Markets 4X X X X X
LinkedIn National 12X X X X X X X X X X X X X
MEDIA FLOW CHART | $750K ANNUAL SPEND
MEDIA RECOMMENDATION | $750K ANNUAL SPEND
Timing: May 2022 –Feb 2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Search Engine Optimization (SEO) https://www.laquintaca.gov
12 Cycles
Per Month Rates & Service:
Custom SEO: $6,475 -Competitor Analysis, Meta Optimization, User Experience and
Conversion Funnel Optimization, Site Speed Recommendations, image Alt-tag & Filename
Optimization, Image & File Compression, On-site Content Creation & Optimization, Rich
Snippet & Knowledge Optimization, Video Creation, Google Map Market Research &
Reporting of Terms of Service Violators to Google, Premium Listings, Backlink Analysis &
Outreach, Lost Link Recovery, Monthly Reporting & Ongoing Recommendations.
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $996 for 2 Infographics a Month
$78,696
Search Engine Optimization (SEO)https://www.playinlaquinta.com/
12 Cycles
Per Month Rates and Services:
Custom SEO: $4,775
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $998 for 2 Infographics a Month
$62,430
Targeted Email (Drive & Fly Markets)
Increased Frequency, Impressions, and National Reach 1,413,594 Impressions | 9 Cycles
Per Cycle: Initial Deployment of 78,533 Individual emails & a reminder email of 78,533 sent
a week after initial deployment. Targeted individuals include heavy interest in travel with
Household Income of $100K and Above. Individuals will receive two (2) emails within 30
days.
$3,502 Per Cycle
$31,518
Digital Display (On ALL Networks)
Increased Frequency, Impressions, and National Reach
6,055,605 Minimum Impressions
9 Cycles
Per Cycle: 675K+ impressions will be delivered to the targeted email individuals. In
addition, the folks that open the emails will be delivered additional impressions during the
cycle as they engaged with the email.
$4,792 Per Cycle
$43,128
OTT/CTV
Increased Frequency, Impressions, and National Reach
1,215,000 Minimum Impressions
9 Cycles
Per month, 13,500 individual Households, will receive Video ads via targeting through
devices that connect through the TV (OTT) and the same content viewed on mobile phone,
tablet, or computer, connected TV (CTV). Households will receive 10 Ads Per Cycle.
$6,480 Per Cycle
$58,320
YouTube
Increased Frequency, Impressions, and National Reach
900,000 Minimum Impressions
9 Cycles
Per Month 10,000 Households that match the targeted email list are delivered ads via
YouTube. 10 Ads per month.
$3,200 Per Cycle
$28,800
MEDIA RECOMMENDATION | $750K ANNUAL SPEND
Timing: 2022 -2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Facebook & Instagram Ads 6.24 Million+ Impressions | 12 Cycles
Facebook and Instagram Sponsored Ads. These will be a combination of Video, Static
Images, and Carousel Ads. Targeting Drive Markets and Pacific Northwest Fly Markets.
520K –680K Impressions per month. 2,000 –2,400 clicks per month. Separate campaigns
can be created for tourism, local events, and economic development if needed.
$3,850 Per Cycle
$46,200
Branded Content
Added 2X Branded Content for Larger Annual Reach 3,000,000 Impressions | 6 Cycles
Custom Articles, Infographics, and Quizzes to uniquely promote the City’s Economic
Development, Local Events, and Tourism. $5,000 Per Branded Content. Each piece delivers
500,000 Impressions within a 30-day period.
$5,000 Per Cycle
$30,000
Promotions
Increased # of Promotions and Annual Reach
5,567,640 Minimum Impressions
4 Cycle
Staycay Vacay Promotion –Sweepstakes to promote City of La Quinta Hotels. Targeting 5
Destination Market Areas: San Diego, Los Angeles, San Francisco, Portland, Seattle. The
promotion will be a combination of targeted emails and targeted digital display ads.
$83,500
LinkedIn
Increased Length of Campaign, Impressions and
National Reach
450,000 Impressions | 12 Cycles
Econ Development Campaign. Promote City incentives to open a business, business
resources that are available, Showcase Lifestyle of Living and Working in La Quinta. 37,500+
Impressions a month.
$3,000 Per Cycle
$36,000
Pocial & Alternative Marketing Opportunities
Increased budget for services and other marketing
opportunities that may present themselves
-
Graphic Design, Newsletter Development & Publication, Photography Services, Public
Relations, Video Services, Website Management, and Media Buying.
POCIAL HOURLY RATE: $125 | NO RETAINING FEE
Alternative Marketing Opportunities: Alternative/Traditional Media if it fits the overall
goal. Potential Sponsorship Opportunities which align with City Brand and Goals.
$251,408
TOTAL INVESTMENT: $750,000
Tactic Location Timing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Search Engine Optimization (SEO)https://www.laquintaca.gov/12X X X X X X X X X X X X X
Search Engine Optimization (SEO)https://www.playinlaquinta.com/12X X X X X X X X X X X X X
Targeted Email (Drive & Fly Markets)
LA, San Diego, Orange County, San
Francisco, Portland, Seattle
Chicago, Denver, & Minneapolis
Added: New York
9X X X X -X X X -X X X -
Digital Display Ads Drive & Fly Markets 9X X X X -X X X -X X X -
OTT/CTV
Increased Impressions National Reach Drive & Fly Markets 9X X X X -X X X -X X X -
YouTube Drive & Fly Markets 9X X X X -X X X -X X X -
Facebook & Instagram
Added: TikTok & Snapchat
Greater Palm Springs + Drive & Fly
Markets 12X X X X X X X X X X X X X
Branded Content
Added: 2X Influencer Branded Content Drive & Fly Markets 6X -X -X -X -X -X -X
Promotions Drive & Fly Markets 4X X --X ---X -X --
LinkedIn National 12X X X X X X X X X X X X X
MEDIA FLOW CHART | $900K ANNUAL SPEND
MEDIA RECOMMENDATION | $900K ANNUAL SPEND
Timing: May 2022 –Feb 2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Search Engine Optimization (SEO) https://www.laquintaca.gov
12 Cycles
Per Month Rates & Service:
Custom SEO: $6,475 -Competitor Analysis, Meta Optimization, User Experience and
Conversion Funnel Optimization, Site Speed Recommendations, image Alt-tag & Filename
Optimization, Image & File Compression, On-site Content Creation & Optimization, Rich
Snippet & Knowledge Optimization, Video Creation, Google Map Market Research &
Reporting of Terms of Service Violators to Google, Premium Listings, Backlink Analysis &
Outreach, Lost Link Recovery, Monthly Reporting & Ongoing Recommendations.
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $996 for 2 Infographics a Month
$78,696
Search Engine Optimization (SEO)https://www.playinlaquinta.com/
12 Cycles
Per Month Rates and Services:
Custom SEO: $4,775
Standard Blogs: $249 for 2 Standard Blogs a Month
Videos: $1,144 for four (4) Videos a Month
Infographic: $998 for 2 Infographics a Month
$62,430
Targeted Email (Drive & Fly Markets)1,413,594 Impressions | 9 Cycles
Per Cycle: Initial Deployment of 78,533 Individual emails & a reminder email of 78,533 sent
a week after initial deployment. Targeted individuals include heavy interest in travel with
Household Income of $100K and Above. Individuals will receive two (2) emails within 30
days.
$3,502 Per Cycle
$31,518
Digital Display (On ALL Networks)4,642,000 Minimum Impressions
9 Cycles
Per Cycle: 510K+ impressions will be delivered to the targeted email individuals. In
addition, the folks that open the emails will be delivered additional impressions during the
cycle as they engaged with the email.
$4,792 Per Cycle
$32,949
OTT/CTV
Increased Impressions & National Reach
1,800,000 Minimum Impressions
9 Cycles
Per month, 20,000 individual Households, will receive Video ads via targeting through
devices that connect through the TV (OTT) and the same content viewed on mobile phone,
tablet, or computer, connected TV (CTV). Households will receive 10 Ads Per Cycle.
$9,600 Per Cycle
$86,400
YouTube 900,000 Minimum Impressions
9 Cycles
Per Month 10,000 Households that match the targeted email list are delivered ads via
YouTube. 10 Ads per month.
$3,200 Per Cycle
$28,800
MEDIA RECOMMENDATION | $900K ANNUAL SPEND
Timing: 2022 -2023
Solution:Total Reach | Freq:Details:Total Annual Cost:
Facebook & Instagram Ads 6.24 Million+ Impressions | 12 Cycles
Facebook and Instagram Sponsored Ads. These will be a combination of Video, Static
Images, and Carousel Ads. Targeting Drive Markets and Pacific Northwest Fly Markets.
520K –680K Impressions per month. 2,000 –2,400 clicks per month. Separate campaigns
can be created for tourism, local events, and economic development if needed.
$3,850 Per Cycle
$46,200
Branded Content
Added 2X Influencer Branded Content 5,000,000 Impressions | 6 Cycles
Custom Articles, Infographics, and Quizzes to uniquely promote the City’s Economic
Development, Local Events, and Tourism.. Each Branded Content piece delivers 500,000
Impressions within a 30-day period. Each Influencer Branded Content piece delivers 1.5
Million Impressions per cycle.
$5,000 Per Cycle (4 cycles) | Influencer $15,000 Per Cycle (2 Cycles)
$50,000
Promotions 5,567,640 Minimum Impressions
4 Cycle
Staycay Vacay Promotion –Sweepstakes to promote City of La Quinta Hotels. Targeting 5
Destination Market Areas: San Diego, Los Angeles, San Francisco, Portland, Seattle. The
promotion will be a combination of targeted emails and targeted digital display ads.
$83,500
LinkedIn
Added Increased Reach Across Professional Network
750,000 Minimum Impressions
12 Cycles
Econ Development Campaign. Promote City incentives to open a business, business
resources that are available, Showcase Lifestyle of Living and Working in La Quinta. 62,500+
Impressions a month.
$5,000 Per Cycle
$60,000
Pocial & Alternative Marketing Opportunities -
Graphic Design, Newsletter Development & Publication, Photography Services, Public
Relations, Video Services, Website Management, and Media Buying.
POCIAL HOURLY RATE: $125 | NO RETAINING FEE
Alternative Marketing Opportunities: Alternative/Traditional Media if it fits the overall
goal. Potential Sponsorship Opportunities which align with City Brand and Goals.
$339,507
TOTAL INVESTMENT: $900,000
Roshan Patel
Account Executive
Denise Fleig
Sales Manager
Lauren Raton
Client Solutions
Manager
Thank you.
Clifton Cooper
CEO & Co-Founder
Greg Middleton
COO & Co-Founder
Case Studies
53
1.5MM+
FACEBOOK LIKES
2:00
AVG. VR VIDEO
VIEW TIME
698k
TOTAL PAGE VIEWS
ON ALL POSTS
Immersive
VR/360°+ Photo
Campaign
Produced by USA TODAY
NETWORK’s Studio
The Mission
Promote Michigan as a desirable vacation spot with a particular focus on
family-friendly content and summertime, water-inspired visuals. Tap into our
popular Travel audience through dynamic and immersive video experiences.
Mission Accomplished
Our studio painted Michigan as a bright and striking destination through a
series of compelling stories told through our visceral Virtual Reality videos
and high definition photo galleries.
We premiered a cutting-edge and industry-leading 360°video player that
brought the content to users on desktop, mobile app, and mobile web –
the latter of which was a first-to-market capability.
Content Included:
•1 Virtual Reality/360°video
•1 Interactive Long-form Article & Photo Gallery
•2 Listicle Articles
•1 Bonus social post featuring a 360°photo on National Lighthouse Day
Results
683k
UNIQUE USERS ON
LIGHTHOUSE SOCIAL POST
CLICK HERE to view the work.
53
BRANDED CONTENT CAMPAIGN
CASE STUDY
SOCIAL
ENGAGEMENT RATE
916% OVER
BENCHMARK
Objective: Generate awareness of Myrtle Beach as a premiere vacation
destination by highlighting the area’s hotel and activity offerings, and
inspire users to consider Myrtle Beach for their next getaway.
Solution: Highlight the various summer getaway experiences Myrtle
Beach has to offer, especially for budget-conscious families, through an
informative branded content article and interactive photo gallery.
Click HERE to see the photo gallery
Click HERE to see the listicle
18%+
54
Mission Accomplished
To educate the USA TODAY audience about all that Montreal has to offer,
our in-house branded content studio created a listicle highlighting the 10
best ways to experience the city. The content found a perfect home
amongst USA TODAY’s trusted and popular Travel content, Highlights
include:
•Page views, average time spent, CTR, and scroll depth all exceeded
benchmarks
•Facebook impressions, Facebook engagements, and clicks to the content
all performed over benchmarks
Montréal
49K
Listicle Page
Views
2.5%
Link CTR
1:15
Avg. Time Spend
671K
Total Social Impression
Tourisme Montreal came to USA TODAY looking to generate
awareness about the cultural and creative activities their city has
to offer, to position the city as an exciting and welcoming travel
destination, and ultimately, to encourage readers to visit.
Tourism Listicle
Produced by USA
TODAY’s in-house
branded content studio
55
BRANDED CONTENT LISTICLE
CASE STUDY
4.44% CTR
Objective
Position Club Med as the global leader in all-inclusive ski vacations by
communicating the value of Club Med’s Alpine ski resorts.
Solution
Highlight the convenience, amazing amenities, and offerings for the
whole family included in a Club Med ski vacation through a visual listicle
with promotion across the USA TODAY NETWORK and on social.
122% OVER
BENCHMARK
Click HERE to see the listicle
56
57
1.8MM
TOTAL SOCIAL
IMPRESSIONS
1:07
AVERAGE TIME SPENT
1.5k
TOTAL CLICKS TO THE
QANTAS SITE
80k
TOTAL PAGE VIEWS
Results The Mission
Tell two stories in one: sell Melbourne as an ideal home base for an authentic
Australian experience and show the luxury and ease of traveling to Australia
with Qantas. Drive bookings and conversions on Qantas.com to Melbourne.
Utilize inspirational content to move Americans along the purchase cycle.
Mission Accomplished
GET Creative created two pieces of branded content –an interactive
infographic and a quiz –designed to first portray Melbourne as a highly
luxurious destination and to then position Qantas as the best way to travel
there. Both pieces performed very well on social media after being promoted
via the USA TODAY Facebook page and Twitter, with 5 social posts in total.
Executions came to life as such:
•Why you should fly the Qantas Dreamliner to Melbourne, Australia
Users were highly engaged with this interactive infographic, with over 50k
interactions and a 2.33% CTR back to Qantas’ site
•Your perfect trip to Melbourne, Australia
This quiz had the highest average time spent (1:10) in the campaign, well
over our 1:04 benchmarks
Interactive
Branded Content
Campaign
Produced by USA
TODAY NETWORK’s
Studio
Mouse over or launch slide show to play video
Click to see content: Infographic | Quiz
57
Norwegian Cruise Line
504k
Social impressions
1:15
Average time spent
153k
Page views
Norwegian Cruise Line was looking for a content partner to drive awareness for their
new cruise ship bound for Cuba as well as to drive visits to NCL.com. They also sought
to showcase how NCL provides a unique opportunity to travel there.
•Page views were 315% above benchmark
•Average time spent was 17% above benchmark
•Unique visitors was 178% above benchmark
MISSION ACCOMPLISHED
We utilized Instagram influencers to bring awareness to the cultural experiences of
Havana Cub. Our custom listicle, which featured beautiful photos and informative
destination suggestions, resonated with USA TODAY Network readers. The content
combined Instagram influencers’ stunning photos with accessible and unique locale
suggestions to lure potential visitors to take a cruise to Havana, Cuba.Highlights
include:
91k
Unique visitors
Custom
Destination
Listicle
Produced by USA
TODAY’s branded
content studio
58
SQUARE SMB CAMPAIGN
CASE STUDY
0.0MM
METRIC NAME
Objective: To broaden the perception of the brand and drive overall awareness and
consideration among prospective small businesses that Square has multiple products to help
them start, run and ultimately, grow their business.
Solution: USA TODAY’s branded content studio, GET Creative, created a series of articles and
interactives with real stories, tips and triumphs of real small business owners from across the
US, while positioning Square as the champion and resource for all SMB’s.
Highlights:
•Square's brand affinity increased 11% vs the norm of +9%
•With an average Facebook CTR of 1.5%, the content exceeded CTR benchmarks by 12%
Click HERE to see the content live
33MM+
IMPRESSIONS
DELIVERED
181K+
PAGE VIIEWS
26% OVER
BENCHMARKS
56K+
SOCIAL
ENGAGEMENT