2024-25 Alpha Media - Radio & Digital Marketing ServicesMEMORANDUM,
U]I ORN1.1
DATE: June 19, 2024 _
TO: Jon McMillen, City Manager
FROM: Marcie Graham, Marketing Manager
RE: Alpha Media - Marketing Services for Ironman 70.3 event; radio ads; and recycling
education
Please list the Contracting Party / Vendor Name, type of agreement to be executed, including any change orders or
amendments, and the type of services to be provided. Make sure to list any related Project No. and Project Name.
Authority to execute this agreement is based upon:
JVJ_ Approved by City Council on June 18, 2024 Consent Item No. 10
.a City Manager's signing authority provided under the City's Purchasing Policy
[Resolution No. 2023-008] for budget expenditures of $50,000 or less.
Department Director's or Manager's signing authority provided under the City's
Purchasing Policy [Resolution No. 2023-008] for budget expenditures of $15,000 and
$5,000, respectively, or less.
Procurement Method (one must apply):
.Q Bid ❑✓ RFP 0 RFQ _❑. 3 written informal bids
QSole Source F] Select Source 1-1 Cooperative Procurement
Reauestina department shall check and attach the items below as auurouriate:
✓ Agreement payment will be charged to Account No.: 101-3003-60149 & 221-0000-60127
✓� Agreement term: Start Date July 1, 2024 _ End Date June 30, 2025
✓Q Amount of Agreement, Amendment, Change Order, etc.: $ 86,475
REMINDER: Signing authorities listed above are applicable on the aggregate Agreement amount,
not individual Amendments or Change Orders!
FV—/1 Insurance certificates as required by the Agreement for Risk Manager approval
Approved by: NSA Date: 6/20/2024
aBonds (originals) as required by the Agreement (Performance, Payment, etc.)
Conflict of Interest Form 700 Statement of Economic Interests from Consultant(s)
NOTE: Review the "Form 700 Disclosure for Consultants" guidance to determine if a Form 700 is
required pursuant FPPC regulation 18701(2)
_a Business License No. NSA_ Expires:
.Q Requisition for a Purchase Order has been prepared (Agreements over $5,000)
PRESENTED BY
Dayna Smith
April 30th, 2024
Radio Schedule: 09/23 -10/6, 10/14 - 10/27 and 11/11 - 12/8 (Monday - Sunday 7A -8P)
• 25 Thirty second commercials per week on 93.7 KCLB
• 25 Thirty second commercials per week on 98.5 The Bull
• 25 Thirty second commercials per week on 107.3 MOD
• 25 Thirty second commercials per week on 106.9 The Eagle
• 25 Thirty second commercials per week on U92.7
• 25 Thirty second commercials per week on 103.9 ESPN
• 25 Thirty second commercials per week on 94.3 KNWZ
• 25 Thirty second commercials per week on Mix 100.5
• 15 Fifteen second PSA's per week per station reminding people to check the map online for road closures and upcoming date of event
• On air interview
Digital Schedule: 09/30 - 12/08
• Rotating banner ads on all Alpha Media station websites with link to URL and map posted with Iron man route
• Mobile campaign - Mobile to social and targeted display advertising and performance tv (OTT/CTV)
o polygon select gyms, athlete races, other fitness competitions pull a lookback on all locations
o create lookalike audience from captured device ID's
o Utilize fitness/health & wellness audiences in the Coachella Valley
o Mobile retargeting
o Social strategy - upload captured device ID list into FaceBook and Instagram, reach those individuals through their social profiles
o Target audience on social - fitness junky, ironman, marathons, racing, crossfit, extreme sports, cycling, healthy lifestyle, active lifestyle, etc.
o Place a FaceBook retargeting pixel
W -N 10 9A
Approve
$26,475
---°4` Jon McMillen
Date 4 q
City Manager
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Advertiser may cancel this agreement upon 14 days prior notice. This agreement is confidential.
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From:
Alpha Digital
To:
City of la Quinta
Connected Television Ad Delivery
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$
48.00
$ 48.00
$ 48.00
Date:
5/14/2024
$ 48.00
$ 48.00
$
48.00
OTT Ad Delivery
MALMA
$ 31.00
$ 31.00
$ 31.00
$ 31.00
$
31.00
Rep:
Dayna Smith
$
31.00
$ 31.00
$ 31.00
$
31.00
Viewable Display RT to Exposed HH's
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$
12.50
$ 12.50
Digital Advertising Media Planner for:
$
City of la Quinta
$ 12.50
$ 12.50
$
Product
Jul-24 I
Aug-24 I
Sep-24 I
Oct-24 I Nov-24 I Dec-24 I Jan-25 I
Feb-25 I Mar-25 I
Apr-25 I
May-25 I
Jun-25 I
Total
TELEVISION TO WEB COMPANION AD
DELIVERY: CONNECTED COMMERCIAL
CONTENT DELIVERED TO TV SCREENS WITH POST IMPRESSION ACTION ANALYTICS
Connected Television Ad Delivery
AUDIENCE CRITERIA: BRANDING CAMPAIGN - PSA TO THOSE LIVING IN IDENTIFIED
ZIP CODES
FOR EDUCATIONAL MESSAGES ABOUT RECYCLING IN THEIR COMMUNITY
$ 990
$ 990
$ 990
$
990
Item
$ 990
$
990
$ 990
$ 990
$
11,883
OTT Ad Delivery
$ 480
$ 480
Connected Television Ad Delivery
20,630
20,630
20,630
20,630 20,630 20,630 20,630
20,630 20,630
20,630
20,630
20,630
247,560
$ 480
OTT Ad Delivery
15,480
15,480
15,480
15,480 15,480 15,480 15,480
15,480 15,480
15,480
15,480
15,480
185,760
$
Viewable Display RT to Exposed HH's
2,400
2,400
2,400
2,400 2,400 2,400 2,400
2,400 2,400
2,400
2,400
2,400
28,800
$ 1,500
$ 1,500
38,510
38,510
38,510
38,510 38,510 38,510 38,510
38,510 38,510
38,510
38,510
38,510
462,120
CPM
Connected Television Ad Delivery
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$ 48.00
$
48.00
$ 48.00
$ 48.00
$
48.00
$ 48.00
$ 48.00
$
48.00
OTT Ad Delivery
$ 31.00
$ 31.00
$ 31.00
$ 31.00
$ 31.00
$ 31.00
$
31.00
$ 31.00
$ 31.00
$
31.00
$ 31.00
$ 31.00
$
31.00
Viewable Display RT to Exposed HH's
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$ 12.50
$
12.50
$ 12.50
$ 12.50
$
12.50
$ 12.50
$ 12.50
$
12.50
Cost
Connected Television Ad Delivery
$ 990
$ 990
$ 990
$ 990
$ 990
$ 990
$
990
$ 990
$ 990
$
990
$ 990
$ 990
$
11,883
OTT Ad Delivery
$ 480
$ 480
$ 480
$ 480
$ 480
$ 480
$
480
$ 480
$ 480
$
480
$ 480
$ 480
$
5,759
Viewable Display RT to Exposed HH's
$ 30
$ 30
$ 30
$ 30
$ 30
$ 30
$
30
$ 30
$ 30
$
30
$ 30
$ 30
$
360
$ 1,500
$ 1,500
$ 1,500
$ 1,500
$ 1,500
$ 1,500
$
1,500
$ 1,500
$ 1,500
$
1,500
$ 1,500
$ 1,500
$
18,001
Effective Audience CPM
Reach of Audience at Effective CPM
$ 39
$ 39
$ 39
$ 39
$ 39
$ 39
$
39
$ 39
$ 39
$
39
$ 39
$ 39
$
39
TARGET MARKET PROJECTIONS
Zip Codes = 92253, 92210, 92247, 92248
*Due to small population size, budgets may need to be shifted between video products during program
City of La Quinta
July 1st, 2024 -June 30th, 2025
• You choose the two stations.
• 160x + 160x Paid thirty second commercials on two radio stations of your choice.
• 160x + 160x + 160x Bonus thirty second commercials on three additional stations of your choice.
• 800x Total
Total Annual Contract: $42,000
Approved
tart: 07/01/24
___— Jon McMillen, City Manager-/ /
*Commercials will be scheduled Monday through Sunday 6a -10p.
Stations: U92.7, 93.7, 106.9,100.5 and 98.5
• pricing based on a 4 week month
Monthly Package $3,500/Month
End:06/30/25
a•a ALPHAM EDTA
LIVE. LOCAL. PALM SPRINGS
CONSENT CALENDAR ITEM NO. 10
City of La Quinta
CITY COUNCIL MEETING: June 18, 2024
STAFF REPORT
AGENDA TITLE: APPROVE CONTRACT SERVICES AGREEMENT WITH ALPHA
MEDIA FOR MARKETING SERVICES FOR FISCAL YEAR 2024/25
RECOMMENDATION
Approve Contract Services Agreement with Alpha Media for Marketing Services for Fiscal
Year 2024/25; and authorize the City Manager to execute the agreement.
EXECUTIVE SUMMARY
• Alpha Media is a broadcast company providing media, entertainment, and digital
marketing solutions.
• The City has utilized Alpha Media's services for radio and digital advertising to
educate and inform the community on IRONMAN 70.3 event and to ensure
compliance with AB 1383 through Cal Recycle for mandatory education on
recycling and composting.
FISCAL IMPACT
The total not to exceed amount for this agreement for fiscal year (FY) 2024/25 is $86,475
as detailed below.
The cost for Alpha Media's IRONMAN campaign is $26,475. Funds will be budgeted in
the FY 2024/25 Community Experiences account 101-3003-60149; costs have remained
consistent with FY 2023/24 campaign.
The cost for Alpha Media's Recycling Education campaign is $57,000, which includes
both radio and connected television ads. Funds will be budgeted in FY 2024/25 AB 939
Recycling Solutions account 221-0000-60127; costs have increased from FY 2023/24
campaign as the proposed agreement, if approved, will provide for a full year of services
versus a partial year period.
3ACKGROUND/ANALYSIS
The City has previously partnered with Alpha Media for radio, connected TV, and digital
marketing services to inform the community on IRONMAN, as well as recycling education.
261
The proposed agreement will expand to a full year of services for the recycling and
connected tv campaign; as well as continue the IRONMAN event information.
This campaign will bring the total of the agreement to $86,475 for fiscal year 2024/25.
ALTERNATIVES
Council may elect not to expand Alpha Media promotion services. Staff does not
recommend an alternative action.
Prepared by: Marcie Graham, Marketing Manager
Approved by: Gilbert Villalpando, Director
Attachments: 1. Alpha Media IRONMAN Proposal
2. Alpha Media OTT Proposal
3. Alpha Media Recycling Education Proposal
262
taQ�W SELECT/ SOLE SOURCE JUSTIFICATION Vendor:
CALIFORNIA
Select/Sole Source purchases may be made in a non-competitive manner only when in the best
interest of the City and when the price is considered reasonable. Attach this form and other
supporting documents if available, to the purchase Requisition.
Complete responses must be provided for all of the following items.
A. THE PURCHASE REQUEST IS RESTRICTED TO ONE VENDOR FOR THE REASONS STATED BELOW:
1. Why is the purchase of goods or services restricted to this vendor?
Explain why the purchase cannot be competitively bid.
Examples of Single/Sole Source procurements include, but are not limited to:
Compatibility: The commodity or service matches existing brand of equipment for
compatibility.
Replacement Part: The item is a replacement part for a specific brand of existing
equipment.
Emergency: URGENT NEED for the item or service does not permit soliciting competitive
bids. Procurement exemption form may also be required.
Alpha Media is the only radio broadcast group that oversees the majority of radio stations in the Coachella
Valley. Additionally, they oversee the main stations the City is advertising on for both recycling education/
information but also notices about IRONMAN as those stations reach the majority of listeners in the valley.
2. What market research was conducted to substantiate no competition, including evaluation of
other items considered?
Provide a narrative of your efforts to identify other similar goods/services, including a summary
of how the department concluded that such alternatives are either inappropriate or unavailable.
The names and addresses of suppliers contacted and the reasons for not considering them must
be included OR an explanation of why the survey or effort to identify other goods/services was
not performed.
Staff did review the other radio group in the valley, but found that the stations did not meet criteria for the
marketing and outreach strategies. Additionally, the stations for the other groups were not able to provide
the frequency needed.
B. PRICE ANALYSIS:
3. How was the price offered determined to be fair and reasonable?
Explain what the basis was for comparison, if any. For example, if the item/service has been
purchased in the past, compare historical pricing.
Pricing for Alpha has not changed from previous years to honor our annual contract commitment.
J
6/20/2024
Prepared By Approved By Date
Sole or Select Source: Defined as any contract entered into without a competitive process, based on a justification that only one known source exists or that only one
single supplier can fulfill the requirements. The requesting department is responsible for supplying written justification, approved by the department director or
designee with signing authority for these purchases.