Loading...
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