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Proposal Submission
7INC
Response to City of La Quinta
/ Marketing, Branding, Campaign
Development & Digital Marketing
02.22.25
' TO: Marcie Graham, Marketing Manager
City of La Quinta
78495 Calle Tampico La Quinta, CA 92253
O: 760.777.7032
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E: mgraham@laquintaca.gov
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Title Page ................................................ I
Table of Contents ..................................... II
A. Cover Letter ........................................ 1
B. Agency Background ............................. 2
C. Relevant References ............................ 8
D. Disclosure Statement .......................... 20
E. Warranty/Guarantee of Work Product ... 20
F. Subcontracting Plan ............................ 20
G. Insurance Coverage & Indemnification ... 20
H. Work Plan .......................................... 21
I. Creative Sample ...................................25
J. Cost Proposal ...................................... 30
TABLE OF CONTENTS Team Information
Name of Firm 789, Inc.
Founded 2009
FID# 47-3729745
UEID# RTYBT6RMCSQ3
Organization S-Corporation
Established 2015
MBE Certified SC07181 (SCMSDC)
SBE Certified 2001428 (DGS)
POC Charley Bell, President
Address 101 N. Citrus Ave., Suite 3C,
Covina, CA 91723
Phone(s) o: +1.626.339.4789
d: +1.626.533.6953
Email charley@789inc.com
Website 789inc.com
Date 02 / 24 / 25
Sub-Consultant(s)
Westbound Communications
Redefine Marketing Group
II
Dear Ms. Graham,
At 789, Inc., we don’t just build brands—we craft
immersive experiences that inspire, engage, and leave
a lasting impact. We are thrilled at the opportunity
to partner with the City of La Quinta to enhance its
presence as a premier destination, seamlessly blending its
rich culture, scenic beauty, and vibrant community into a
compelling and modernized brand identity.
To illustrate our creative approach and commitment
to La Quinta’s vision, we reference the “It’s Your Q”
campaign throughout this proposal. This concept serves
as an example of how we can encapsulate La Quinta’s
essence, though we acknowledge that finalizing the
brand and marketing platform will require further
research and strategic planning.
Our approach is both strategic and creative, delivering
marketing solutions that are innovative and effective.
With a proven track record in destination branding, digital
engagement, and campaign development, we specialize
in translating a city’s essence into meaningful connections
with its audiences. This proposal outlines how we will:
• Develop and execute a strategic, results-driven
marketing and branding plan that elevates La
Quinta’s unique character.
• Engage both residents and visitors with impactful
storytelling, multimedia content, and experiential
activations.
• Optimize digital and traditional marketing efforts to
maximize visibility, community engagement, and
economic growth.
We have structured three budget options to ensure a
tailored approach that meets La Quinta’s needs while
delivering the highest level of creativity and execution.
Additionally, we have assembled supporting materials
that highlight our capabilities in branding, campaign
development, content creation, and digital marketing.
We would welcome the opportunity to present our vision
and collaborate with you to bring La Quinta’s brand
evolution to life. Please let us know a convenient time to
discuss further. Thank you for your time and consideration.
We look forward to the possibility of partnering with the
City of La Quinta to create something truly remarkable.
Best regards,
Charley Bell, president & chief creative officer
d. 626.533.6953 | o. 626.339.4789
e. charley@789inc.com
| 789inc.com
Main Office: 101 N. Citrus Ave., Suite 3C, Covina, CA 91723
Servicing Office Location: 78-010 Main Street, Suite 204, La
Quinta, CA 92253 (pending contract approval)
Validity Statement: All information and pricing provided in
this proposal are valid for at least ninety (90) days from the
submission date.
A. COVER LETTER
101 N. Citrus Ave. Suite 3C,
Covina, CA 91723
t. 626.339.4789
e. dontbeshy@789inc.com
789inc.com
DATE: February 24, 2025
TO: Marcie Graham, Marketing Manager
City of La Quinta, 78495 Calle Tampico La Quinta, CA 92253
O: 760.777.7032 | E: mgraham@laquintaca.gov
RE: Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services
1
789, Inc. is an award-winning, MBE and SBE-certified creative
agency specializing in branding, marketing, and design.
Founded in 2009 and established as an S-Corporation in 2015,
our agency has dedicated over 15 years to crafting immersive
brand experiences that inspire, engage, and leave lasting
impressions.
Taxpayer Identification Number: 47-3729745
Agency Ownership
Structure: S-Corporation
Established: 2015
Ownership: 70% by Charley Bell; 30% by Richard Silva
FIRM DESCRIPTION
789, Inc. is a full-service creative agency with over 15 years of
experience specializing in branding, marketing, and design for
public agencies, private businesses, and non-profits. As a Minority
Business Enterprise (MBE) and Small Business Enterprise (SBE)
certified firm, we bring a unique combination of creative ingenuity
and strategic expertise to every project. Our team excels in
delivering comprehensive solutions, from impactful branding
campaigns and visually engaging designs to dynamic marketing
strategies and compelling digital content. With a proven track
record of success across diverse industries, we have collaborated
with municipalities, educational institutions, and corporations to
craft award-winning campaigns that drive measurable results.
LOCATION
Our office is strategically located in Covina, CA, just 22 miles
from the City of Santa Ana. We have identified an office in La
Quinta, and we are prepared to secure a local location upon
contract approval. This proximity allows us to provide hands-on
support and seamless communication throughout the project.
789 works with select clients that fall into our N.E.R.D. Code. We utilize our creative
super powers to help each of our clients not only reach their goals, but to better
the world we live in. We have worked with many companies and organizations
to help them make a difference for their clients, employees, customers, partners,
communities and beyond.
Being based in Southern California, we are deeply familiar with the
region’s unique needs and dynamics, ensuring that our services
are tailored to effectively support the City’s vision and objectives.
LOCAL EXPERTISE AND INSIGHT
The 789 team brings extensive experience working with Southern
California’s local government agencies and public sector entities,
making us well-equipped to support La Quinta’s communication
and outreach efforts digitally, in print, and through video application.
Having worked with several Southern California agenices helps
provide our team with a deep understanding of local dynamics,
and our collaborative approach with stakeholders ensures a
process that respects La Quinta’s goals while also providing a new
level of brand consistency, clarity and effectiveness.
INTEGRATED APPROACH TO ALL PROFESSIONAL SERVICES
We approach every project holistically, focusing on brand identity,
strategic marketing goals, and community engagement. By
crafting a vibrant visuals and fostering dialogue through interactive
platforms, we align each deliverable with the City’s aspirations for
transparency, good governance, and economic growth.
THE 789 TEAM OF NERDS
Our team comprises passionate professionals with diverse expertise,
enabling us to deliver comprehensive and innovative solutions
tailored to each client’s unique needs. With successful projects
for clients like Microsoft, Experian, and several Southern California
cities and universities, our diverse team is well-equipped to handle
La Quinta’s needs. Notably, our recent work includes rebranding
for the City of Covina and Montebello, Riverside County outreach,
and the rebrand of Upper Water (USGVMWD).
Our team is composed of dynamic, professional, and creative
individuals, each with a strong reputation for integrity and a history
Nourish
Innovation
Empower
People
Reshape
Environments
Deliver
Change
B. AGENCY BACKGROUND & EXPERIENCE
2
of proven success. For this project, 789, Inc. has assembled a
highly skilled and dedicated “Key Project Team” that will focus
on meeting the needs of the City of Santa Ana. We confirm that
this Key Project Team will be available to perform the proposed
services throughout the duration of the contract, and no member
of the team will be removed or replaced without the prior written
approval of the City.
PROJECT MANAGER
Charley Bell, the President of 789, Inc., will serve as the Project
Manager for this engagement. With over 20 years of experience
in creative direction, marketing strategy, and brand development,
Charley has led transformative projects for public agencies,
including city-wide branding initiatives, digital campaigns, and
multimedia productions. Charley’s expertise spans diverse sectors,
including municipal government, transportation, environmental
sustainability, and education. His ability to translate complex
ideas into accessible, visually compelling narratives has been
instrumental in helping clients achieve their goals. Charley will
oversee all aspects of the project, ensuring timely delivery,
adherence to budget, and alignment with the City’s objectives.
Kimberly
Skorheim
Asst. Project
Manager
Richard Silva
Art Director &
Senior Designer
Crystal
Casunuran
Lead Graphic
Designer
Kaleena Pinto
Jr. Graphic
Designer
Raymond Arias
Videographer,
Editor
& Motion Graphics
Shannon
Sidney
Community
Outreach
Logan Bell
Web and App
Developer
Gabriel Avalos
Web Developer
& Digital
Specialist
Adrian Juarez
Research, Outreach
Marketing Specialist
Jorge Ponce
Events Producer
Special Events
Coordinator, A/V
Specialist
PROJECT
MANAGER
Charley Bell
President &
Creative Director
Fernando Uribe
Multi-Media
Marketing
Manager
3
Charley Bell began his career in big brand marketing, working for
renowned companies such as Nestle, Sony Pictures, and Westfield
Group. Seeking to make a more significant global impact, he
transitioned to cause marketing, collaborating with LATCPP to
designate smoke-free beaches and promoting breast cancer
awareness for the State of California. He furthered his focus on
public agencies, working with over two dozen municipalities. His
versatility, coupled with strategically sound methods, has helped
hundreds of clients, both large and small, launch successful
brand identities and expansive campaigns across virtually all
industries. Charley brings over 20 years of experience in full-
service creative services, specializing in integrated branding,
marketing, and design. His expertise spans higher education and
public agencies, including water, transportation, health, and
environmental sectors. Charley has developed and led multiple
marketing, outreach, and educational campaigns for local,
regional, and statewide initiatives.
• 20+ years experience in full-service creative services,
specializing in integrated branding, marketing, and design
• 20+ years working with higher education and public agencies
including water, transportation, heath, and environmental,
and over two dozen municipalities
• Developed multiple marketing, outreach, and educational
campaigns for local, regional, and statewide initiatives
• Led projects for local, regional, and statewide marketing
campaigns
• Builds and leads marketing and creative teams for multiple
clients
• Adjunct Professor, Commercial & Entertainment Arts, Mt. San
Antonio College
Charley Bell
PRESIDENT & CHIEF
CREATIVE OFFICER
Kimberly Grochow will bring her extensive expertise to provide
account oversight and coordinate our multi-talented team of
creatives. With over 12 years of experience, Kimberly is adept at
managing complex projects and ensuring that they meet their
objectives. Her keen attention to detail and strategic approach
make her an invaluable asset to our team.
• Extensive Project Management Experience: Brings a wealth
of project management expertise, having successfully led
projects for public agencies such as the City of Covina, Upper
SGV Water, and institutions like UCLA and UCI.
• Strong Focus on Timelines and Budget Goals: Is highly attentive
to the timeline and budget constraints of public agency
projects. She meticulously plans and coordinates all aspects of
a project to ensure timely delivery and adherence to budgetary
requirements, thereby maximizing resource efficiency.
• Tailored Communication Strategies: Understands that effective
communication requires a tailored approach. She recognizes
that different audiences and stakeholders have unique needs
and preferences, and she excels in customizing messaging
strategies to engage and resonate with diverse groups.
• Expertise in Brand Messaging and Storytelling: Versed in the art
of brand messaging, Kimberly excels at crafting compelling
stories that align with organizational goals. Her skills in editing
and quality assurance ensure that all communications are
clear, concise, and impactful.
• Proficiency with Video and Digital Strategies: Brings valuable
experience in video and digital strategies, leveraging these
mediums to enhance campaign effectiveness. Her proficiency
in these areas enables her to create engaging and dynamic
content that captures audience attention and drives
engagement.
Kimberly Grochow
ASSISTANT PROJECT
MANAGER
KEY PROJECT TEAM RESUMES
4
Richard Silva comes from a versatile background of art and
design, having worked for companies like AEG creating
promotional material for the Sparks, the LA Kings, and the
Lakers, to creating all internal design work for civil engineering
company, AAE. He also has extensive work experience in the
health and wellness space, having been a part of multiple
natural and organic coffee companies. Richard brings over 16
years of design expertise to 789, including corporate identity and
standard-setting interactive work, with a focus on technology
and business-to-consumer communications. Richard also holds
significant fine art experience including illustration, paint-to-
canvas, and true rendering for big business. Richard brings
tactical design and public agency experience to lead the art
direction for all graphic projects.
• 16+ years of art and design experience in the private and
public agency space
• Extensive experience in designing and implementing projects
for public agencies
• Focus on translating complicated concepts and data into
easily digestible visuals and interactive products
• Well-versed in multilingual outreach campaigns and best
practices for localized in-language design
• Extensive fine art experience including illustration, paint-to-
canvas, and true rendering for big business
• Design & Illustration, California State University: Fullerton
Richard Silva
ART DIRECTOR
SENIOR DESIGNER
Crystal Casunuran graduated from the California Institute of
the Arts before landing a job as an in-house graphic designer
for international fashion brand, BCBGMAXAZRIA. Crystal brings a
unique balance of corporate and creative design aesthetic to
789. She is our lead graphic designer who demonstrates excellent
attention to detail, both in people and design, and completes
each new layout and editorial design laid in front of her beyond
expectation. Crystal will provide efficient and accurate graphic
design and layout to meet all deadlines and ensure production
ready art.
• 10 years of experience in graphic design in various industries,
including public agency and water projects
• Skilled in multilingual layout and editorial design
• Well-versed in maintaining brand consistency and design asset
control
• Extensive experience with InDesign, Illustrator and Photoshop
• Works within all other Adobe Suite programs
• Understands the requirements for pre-press and ensures
production ready art files for print, video and animation
• Graphic Design, California Institute of the Arts
Crystal Casunuran
LEAD GRAPHIC
DESIGNER
KEY PROJECT TEAM RESUMES
5
ATHENS SERVICES: Providing a comprehensive suite of services
including branding, design, web development, Spanish and
Korean translations, and holistic marketing strategies.
BURRTEC: Providing a comprehensive suite of services
including branding, design, web development, and regional
marketing strategies.
CITY OF COVINA: Offering a full range of branding and
marketing solutions, from design and web development to video
production and strategic campaign initiatives.
CITY OF SANTA ANA: Providing on-call creative services from
copywriting, graphic design, translations, photography,
videography, content creation, and more.
CITY OF SANTA FE SPRINGS: Providing on-call creative services
from copywriting, graphic design, translations, photography,
videography, content creation, and more.
COVINA CHAMBER OF COMMERCE: Implementing a multi-
faceted approach encompassing branding, marketing, design,
communications, and program development.
COVINA UNIFIED SCHOOL DISTRICT AND FOUDNATION:
Implementing a multi-faceted approach encompassing
branding, marketing, design, communications, video production,
web development and program development.
DATAX: Research, concept, design and brand development
for brand new university initiative. Including web, video, and
marketing services.
EARTHMADE FOODS: Providing a comprehensive branding and
marketing suite that includes design, digital marketing, public
relations, communications, and campaign development.
FIELD OF VALOR: Strategizing brand and marketing for incraesed
visibility for Verterans and their families, includes video docu-series
development.
GEM PACK: Crafts branding and marketing strategies to drive
brand recognition and market engagement locally, regionally,
and internationally.
MEDI-WASTE DISPOSAL: Delivering an extensive array of
services from branding and marketing strategy to design, web
development, video production, and campaign development.
NORMAN, FOX & CO.: Delivering an extensive array of services
from branding and marketing strategy to design, web
development, video production, and campaign development.
ORANGE COUNTY LIBRARIES: Supplying a complete marketing
solution from branding and design to marketing strategy, digital
marketing, campaign development, and video production.
PBS ENGINEERING.: Delivering an extensive array of services from
branding and marketing strategy to design, web development,
video production, and campaign development.
RIVERSIDE COUNTY: Project-based creative services from
copywriting, graphic design, translations, photography,
videography, content creation, and more
TALLEY COMMUNICATIONS: Offering a full-service package that
includes branding, marketing strategy, digital marketing, design,
web development, video production, and national marketing
outreach.
THE HUNTINGTON: LIBRARY, ART MUSEUM, & BOTANICAL GARDENS:
Project management and creative services for entire rebrand
and rollout.
UCLA SCHOOL OF LAW: Providing branding, digital marketing,
design, web development, and video production services to
enhance the school’s online presence.
UC IRVINE: Delivers branding, design, and campaign
development services for the university’s needs.
UCI SCHOOL OF LAW: Engaging in comprehensive services,
including branding, digital marketing, design, web development,
and video production to elevate the school’s identity.
UPPER SAN GABRIEL VALLEY MUNICIPAL WATER DISTRICT:
Providing rebranding, design, campaign development, web
development, and video production services to enhance the
district’s identity and outreach efforts.
Current Clients
6
7
PROJECT: Citywide Branding, Marketing, and Creative Services
CONTRACT TERM: 2018 – Current
SUMMARY
The City of Covina has a mission to be a vibrant hometown
for the future, embracing its tradition as an exceptional
place to live, work, play and invest. With this in mind, the
City partnered with 789, Inc. to research, explore, and
conceptualize a new, consistent citywide brand. The new,
approved brand was introduced through the Public Works
department, and slowly phased into the rest of the City by
incorporating it into City upgrades and several installations
throughout the community like bus shelters, monument
signage, citywide trash bins, public outreach materials,
wayfinding and other signage, City apparel and vehicles,
and more.
REFERENCE
Chris Marcarello, City Manager
Phone: (626) 991-4955
Email: CMarcarello@covinaca.gov
Walter Allen III, Mayor
Phone: (626) 384-5410
Email: WAllen@covinaca.gov
VIDEO SAMPLES
C. RELEVENT REFERENCES
8
• For the past six (6) years, the City has partnered
with 789 to create their economic development
campaigns and materials for commercial/commerce
events and expos, such as ICSC.
• The past two (2) years, 789 has been working closely
with the City staff to develop a digital, engaging,
high-level video solution for their State of the City to
overcome the in-person obstacles stemming from the
pandemic.
• Currently, 789 is working closely with City staff to
redesign and develop a brand new, comprehensive
website to streamline department updates while
providing a new dynamic and engaging experience
for all identified key stakeholders.
• 789 is currently working on a business-focused social
media campaign for the City, called Covina Life. The
campaign encourages people to shop, dine, and play
locally. The campaign has been successful over the
past year on Instagram and Facebook, and recently
launched on TikTok.
• 789 is also currently working with the City on various other
projects, including a new wayfinding and city signage
project.
• 789 has developed several State of the City videos, and
currently working on the 2023 SOTC video with Mayor
Patricia Cortez.
• 789 worked on the design and application to a City
monument of the new logo that will be prominently
located in the City’s largest green space, Covina Park.
SAMPLES OF WORK: Please find Samples of Work in
Appendix.
9
PROJECT: Citywide Rebranding and
Creative Services
CONTRACT TERM: 2022 – 2024
SUMMARY
The City of Montebello’s mission is to enhance its
current progress by empowering its future endeavors
while connecting to its historical background. With this
in mind, the City partnered with 789, Inc. to research,
explore, and conceptualize a new, consistent
citywide brand. The new, approved brand was
introduced through the City Manager’s office, and
phased into the rest of the City by incorporating it into
the updated website, identity materials, City apparel,
wayfinding and other signage, and, notably, brand
new bus wraps for the Montebello Bus Lines.
REFERENCE
Arlene Salazar, Asst. City Mgr, City of Montebello
Phone: (323) 480-8201
Email: asalazar@montebelloca.gov
Alex Gillman, Public Information Officer
Phone: (323) 542-1608
10
• For the past two (2) years, the City has partnered with 789 to
continue the creation and development of updated identity
materials for multiple City Departments, including the Montebello
Police and Fire Departments.
• 789 has been working closely with the City staff to provide the
design and application of full bus wraps for the newest fleet of the
Montebello Bus Lines.
• 789 is also currently working with the City on various other
projects, including a new wayfinding and city park signage
project.
• 789 worked on the design and application to a City monument
of the new logo that will be prominently located at the entrance
to the City’s prominent corridors.
11
PROJECT: Rebranding, Marketing, and On-Call Creative Services
CONTRACT TERM: 2022 – Current
SUMMARY
Upper San Gabriel Valley Municipal Water District (Upper
District) has been a vital resource in managing water supply
and conservation efforts in Southern California. Since 2022,
789, Inc. has been working closely with the Upper District to
refresh its public image and enhance its communication
strategies through a comprehensive rebranding initiative. Our
partnership includes not only rebranding but also a full website
redesign, video production, ad campaigns, and ongoing
creative services support.
789, Inc. serves as an extension of the Upper Water’s
communication team, providing strategic insight, brand
development, and creative execution to ensure the District’s
messaging aligns with its mission of water conservation and
sustainability. From concept development to asset creation—
including digital, video, and print materials—789 is helping
the Upper District strengthen its presence in the region and
communicate its critical role in serving the community. Since
2022, 789, Inc. has been assisting Upper San Gabriel Valley
Municipal Water District in rebranding efforts, as well as
enhancing digital platforms and public outreach through
creative campaigns and strategic marketing support.
REFERENCE
Patty Cortez, Asst. General Mgr. – External Affairs
Phone: (626) 453-6630
Email: patty@usgvmwd.org
12
PROJECT:
UCLA School of Law Branding, Marketing, and Creative Services
CONTRACT TERM: 2022 – Current
SUMMARY
UCLA School of Law offers students a strong foundation in the law and
practical training in a collaborative, intellectually rich environment, and
their many alumni are leaders in government, industry, social justice and
the legal profession. 789 is working with UCLA Law to help them rebrand
in a cohesive way that will match their forward-thinking and innovative
Law programs, and encourage students, faculty, and staff alike to
achieve their future goals.
789 is working with the UCLA Team to perform quantitative and
qualitative research, and will use this data to provide a strategic plan,
logo and branding concepts and eventually finalize the new brand look
and feel to celebrate their upcoming 75th Anniversary. While we are
working on this rebrand of the law school, we are also providing on-call
marketing and creative services which include strategy, messaging,
graphic design, illustration, motion graphics, videography, photography,
social media marketing, and web design and development services.
REFERENCE
Callie Brazil, Dir. of Digital Marketing & Storytelling
Phone: (714) 866-0097
Email: brazil@law.ucla.edu
13
14
PROJECT: UCI School of Law, School of Humanities, and
School of Physical Sciences Branding, Marketing, and
Creative Services
CONTRACT TERM: 2010 – Current
SUMMARY
The University of California, Irvine (UCI) was founded with a mission
to catalyze the community and enhance lives through rigorous
academics, cutting-edge research, and dedicated public service.
789 has worked with UCI for over 10 years developing brands,
marketing collateral, experiential signage, digital design assets,
and much more. 789’s first project with UCI was rebranding their
on-campus bookstore to The Hill, then we integrated our marketing,
branding, and design services into a long-standing relationship with
their School of Humanities. Over the past two years, 789 has been
working with the School of Law, and, more recently, we began work
with the School of Physical Sciences. 789 has worked closely with
staff, students, and faculty to develop branding campaigns and
platforms, outreach materials, prospective student guides, campus
signage, and many other materials that could be socialized, worn,
and celebrated.
REFERENCE
Colleen Taricani, Assist. Dean of Communications, UCI
School of Law
Phone: (949) 824-3063
Email: ctaricani@law.uci.edu
Callie Brazil, Interim Director of Marketing &
Communications, UCI School of Humanities
Phone: (714) 866-0097 | Email: brazilc@uci.edu
15
• 789 designed, developed, and applied
The Hill branding to several points of contact from environmental
signage and in-person experiences, to university gear and digital
assets.
• For over eight (8) years, 789 has worked with the faculty and staff
of the School of Humanities, rebranding their department, and
creating a new, cohesive brand
and platform for their on-campus Humanities Center.
• 789 has also developed and designed UCI Humanities outreach
materials for both print and digital, as well as design, layout, and
delivery of print ready artwork for multiple publications like the
Graduate Program Brochure, Undergraduate Brochure, Case
Statement, Impact Statement, and the Annual Report.
• Under the Humanities umbrella, 789 has also provided work for
Armenian Studies, Jewish Studies, Persian Studies, Environmental
Humanities, Film and Media Studies, and Medical Humanities.
• 789 continues to provide support for multiple digital and web
graphics, social media, video, and print-ready signage for the
School of Humanities.
• For the past two (2) years, UCI School of Law invited 789 to help
refresh their brand to match their bold, forward-thinking goals. We
accomplished this by creating a new brand that aimed to make
UCI Law stand out among similar schools in the surrounding areas.
• 789 also designed UCI Law’s most recent Admissions Viewbook, a
tangible, printed piece given to prospective students. This was a
40 page booklet that incorporated the new brand look and feel,
with the use of bold colors and photos to emphasize content. This
led to the subsequent
design and delivery of their Admitted Students Guide.
• 789 is currently working on additional print, digital, web, social
media, and video materials for the UCI School of Law.
• More recently, 789 has partnered with the UCI School of Physical
Sciences to update, develop, and design on-campus signage
and marketing materials.
16
City of Rancho Cucamonga
Development and implementation of an integrated marketing and
communications plan for the transformational transportation project
that is Cucamonga Station – the first multi-modal transportation hub
in the U.S. to connect true high-speed passenger rail service via Las
Vegas to Los Angeles line to Metrolink regional passenger train service,
Ontario International Airport (ONT), and Omnitrans bus services.
SERVICES
Brand Identity, Content, Creative Services/Graphic Design, Key
Messaging, Media Relations, Video
THE STORY/CHALLENGE
Cucamonga Station is a game changing project that will transform
the region through transportation, tourism and development further
elevating the Inland Empire’s foothold as a global connectivity
point and destination to everything Southern California has to offer.
The City of Rancho Cucamonga, in partnership with Omnitrans,
Visit Laguna Beach
Visit Laguna Beach retained Westbound Communications for a
unique need. In a competitive tourism market, they wanted to bring
a new kind of visitor to their city, especially in off-peak seasons. The
city looked to Westbound to help them promote a new attraction:
The Pathway to Zen. Modeled on popular wine tasting tours and
whiskey trails, the Pathway to Zen offered a collection of 12 year-
round experiences including aura readings, laughter yoga, a hike to
Greater Ontario California (GOCAL), ONT, and Metrolink created
a marketing and communications team that enlisted Westbound
Communications to help in the development of an overall
marketing and communications plan. This is rolling out strategically
by first creating awareness among key target audiences in city and
county government positions who are gatekeepers of information,
transportation officials, tourism and travel advocates, real estate
professionals, regional business leaders, and potential partners.
THE RESULTS
Westbound has rolled out an integrated marketing and
communications campaign to educate and inform top tier
audiences on the current state of Cucamonga Station, create
visibility for the regional partners and their projects, and reinforce
how the station will be a key driver in a bigger vision that creates
a positive economic development “ripple effect” for the region.
This includes overall messaging and design of Cucamonga Station
informational materials such as fact sheets, Q&As, roadshow
presentation, and partner profiles. It integrates the “Your Destination
Awaits” brand platform that captures the essence of the endless
possibilities Cucamonga Station creates for the region. On the media
front, news releases and media events have garnered extensive
coverage regionally and nationally. A bimonthly newsletter called
“Cucamonga Station Connections” and three videos to date have
been produced as well as targeted social media content that is
shared by the regional partners. Once construction of the new high-
speed rail station at Cucamonga Station begins, the brand rollout will
expand to reach the general public.
VIDEO SAMPLES
the ‘top of the world,’ and spa treatments. A comprehensive, digital
press kit hosted detailed information and graphics, wellness data,
pre-approved spokesperson statements, visual assets, and more.
Personalized media outreach netted 30+ placements including high-
end luxury print placements in AFAR Magazine, COAST Magazine
and more.
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IGENEX, Inc
IGeneX, Inc., a Milpitas-based tick-borne disease testing lab, was
founded in 1991 by Dr. Nick Harris, a pioneer in Lyme disease research.
The company leads its field with proprietary technology and testing
criteria.
When IGeneX partnered with Redefine, their website had strong
domain authority but struggled with stagnant rankings, technical
issues, thin content, and an underutilized blog. Additionally, the
lack of social media presence limited brand awareness and search
demand.
The Challenge
Stagnant ranking growth despite strong domain authority
Technical errors & thin content hindering organic visibility
Lack of social media presence impacting brand awareness
Redefine’s campaign aimed to resolve these issues and position
IGeneX as the industry leader—both in reality and digitally.
The Results
Redefine addressed IGeneX’s challenges by implementing technical
SEO improvements, expanding blog content, targeting high-value
keywords, and launching an authority-building campaign. In addition
to optimizing the primary website, Redefine was also tasked with
growing IGeneX’s Tic Talk Blog, driving traffic and increasing social
awareness. Within the first year of publishing, the blog ranked for
over 167,000 keywords and generated an estimated 600,000 organic
visits. By 2021, Redefine’s social strategy helped increase IGeneX’s
Instagram audience by over 54%. Overall, these efforts led to +65%
organic traffic growth, +55% revenue growth, +1,300% growth in
page 1 rankings, and +71% growth in backlinks.
HYPR Interactive
HYPR, a cybersecurity company specializing in passwordless
authentication, partnered with Redefine Marketing Group to
accelerate organic search growth. Despite having internal resources
for content marketing, inconsistent content publishing hindered
HYPR’s backlink profile and overall search visibility.
To address this, Redefine developed high-quality blog content
targeting frequently searched topics, built a 10K+ prospecting list
targeting key cybersecurity and adjacent industry publications, and
executed a strategic link-building campaign. By producing hyper-
relevant content and precisely targeting HYPR’s audience, Redefine
significantly enhanced the brand’s authority in organic search.
As a result, HYPR saw 1,144 links built, +102% growth in backlinks, and
+48% increase in referring domains, strengthening its search presence
and industry authority.
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References
CITY OF COVINA
Address: 125 E. College StreetCovina, CA 91723
Contact: Chris Marcarello, City Manager or
Phone: (626) 991-4955
Email: CMarcarello@covinaca.gov
Project Title: Branding, Marketing, Creative Support
Date of Project: 2020–Current
ATHENS SERVICES
Address: 14048 E. Valley Blvd., Industry, CA 91746.
Contact: Gary M. Clifford II, Executive VP
Phone: (626) 705-6919
Email: gclifford@athensservices.com
Project Title: Branding, Marketing, Creative Support
Date of Project: 2014–Current
EARTHMADE FOODS
Address: 14271 Jeffrey Rd #315, Irvine, CA 92620
Contact: Mike Dobbins, CEO and Founder
Phone: +1 (315) 726-3205
Email: mdobbins@vicentia.co
Project Title: Branding, Marketing, Creative Support
Date of Project: 2018–Current
THE HUNTINGTON: LIBRARY, ART MUSEUM,
AND BOTANICAL GARDENS
Address: 1151 Oxford Rd, San Marino, CA 91108
Contact: Annabel Adams, VP of Marketing & Comms
Phone: (562) 682-5230
Email: amadams@huntington.org
Project Title: Project Mgt, Creative Support
Date of Project: 2024–Current
CITY OF ARCADIA
Address: 240 W Huntington Dr, Arcadia, CA 91007
Contact: Jason Kruckeberg, Asst. City Manager
Phone: (626) 574-5414
Email: jkruckeberg@arcadiaca.gov
Project Title: Economic Development Campaign
Date of Project: 2016–2018
WS&A (OCTA, SANDAG, FASTRAK, EXPLOR OCEAN)
Address: 30900 Rancho Viejo, San Juan Capistrano
Contact: Denise Mitchell, Account Manager
Phone: (714) 329-1179
Email: denise_r_mitchell@hotmail.com
Project Title: Branding, Marketing, Creative Support
Date of Project: 2009–2019
UCI SCHOOL OF LAW
Address: 401 E Peltason Dr #1000, Irvine, CA 92697
Contact: Colleen Taricani , Asst Dean for Comms
Phone: (949) 945-4506
Email: ctaricani@law.uci.edu
Project Title: Branding, Marketing, Creative Support
Date of Project: 2010–Current
UPPER WATER
Address: 248 E Foothill Blvd, Monrovia, CA 91016
Contact: Patricia Cortez, Assistant General Mgr.
Phone: (626) 443-2297
Email: patty@usgvmwd.org
Project Title: Rebranding, Marketing, Creative Support
Date of Project: 2010–Current
CITY OF MONTEBELLO
Address: 1600 W Beverly Blvd, Montebello, CA
Contact: Arlene Salazar, Asst. City Manager
Phone: +1 (323) 480-8201
Email: asalazar@montebelloca.gov
Project Title: Branding and Creative Support
Date of Project: 2022–2024
UCLA LAW
Address: 385 Charles E Young Dr E, Los Angeles, CA
Contact: Callie Brazil, Dir. of Digital Marketing
Phone: (714) 866-0097
Email: brazil@law.ucla.edu
Project Title: Creative Design and Video Services
Date of Project: 2023–current
WESTBOUND COMMUNICATIONS
Address: 400 S Taylor Ave, Montebello, CA 90640
Contact: Linda Martin, Partner
Phone: (949) 439.3866
Email: lmartin@westboundcommunications.com Project Title:
Branding and Creative Support
Date of Project: 2018–Current
SAMPLESOF WORK
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D. DISCLOSURE STATEMENT
789, Inc. values its reputation and is proud to have a perfect
record with its clients, contracts, and project commitments over
the past 15 years. The agency has no significant prior or ongoing
contract failures, litigations, or investigations to disclose.
E. WARRANTY/GUARANTEE OF
WORK PRODUCT
At 789, Inc., we are committed to delivering exceptional quality
in all our services. We stand behind our work and offer the
following guarantees:
Satisfaction Guarantee: If the delivered work does not meet
the agreed-upon specifications or your expectations, we will
make necessary revisions at no additional cost until you are fully
satisfied.
Timeliness Assurance: We guarantee adherence to the project
timeline outlined in our proposal. Should any delays occur due to
our oversight, we will expedite resources to meet your deadlines
without compromising quality.
Quality Commitment: Our team ensures that all deliverables are
of the highest standard, free from errors, and aligned with your
brand identity and objectives.
F. SUBCONTRACTING PLAN
789, Inc. will serve as the lead agency, providing direction, project
management, and overall coordination. To enhance our service
offerings, we have partnered with two specialized firms:
Westbound Communications: A Southern California-based firm
with extensive experience in public relations and media buying,
particularly within municipalities and public agencies. Their
services will encompass:
Public Relations: Strategic communication to enhance La
Quinta’s public image and community engagement.
Media Buying: Leveraging established relationships to secure
optimal media placements and value-added opportunities.
Activations Assistance: Planning and executing events and
initiatives that resonate with both residents and visitors.
Jessica Newton, APR – Public Relations Lead
Jessica will strategically position La Quinta’s new
branding through targeted media outreach, press
coverage, podcasts and storytelling initiatives that
highlight the city’s unique identity, attractions and
community vision, ensuring broad visibility and
engagement across local, regional and national
audiences.
Allie Duran- Advertising & Public Relations Specialist
Allie will support the execution of La Quinta’s
new branding strategy by crafting coordinating
advertising campaigns and spearheading media
pitching to ensure consistent messaging and
maximum visibility across all platforms.
Redefine Marketing Group: A boutique digital marketing agency
specializing in SEO, content strategy, and social media marketing.
Their role will include:
Digital Services: Enhancing La Quinta’s online presence through
targeted digital strategies, including search engine optimization
and content development.
Mauricio Moreno, Co-Founder | Head of Strategy
Mauricio Moreno brings over 20 years of
specialized SEO experience and 25 years in the
digital space. He specializes in technical SEO,
enterprise strategy, and team leadership, helping
brands build scalable organic search strategies
that drive long-term growth.
Stephanie Fehrmann, Co-founder/Content Dir.
Stephanie Fehrmann leads content strategy and
development to help brands enhance search visibility,
drive organic traffic, and establish authority in their
industries. With a strong foundation in storytelling and
data-driven content marketing, she ensures that every
piece of content is both engaging and impactful.
G. INSURANCE COVERAGE AND
INDEMNIFICATION
If selected, 789, Inc. will provide the minimum insurance coverage and
indemnification as specified in Attachment 1 of the RFP. This includes
maintaining general liability coverage with limits not less than $1,000,000
per occurrence and $2,000,000 aggregate for bodily injury and
property damage liability, as well as other required coverages. We are
committed to meeting all contractual insurance and indemnification
requirements to ensure a secure and reliable partnership.
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H. WORK PLAN
Project Understanding
The City of La Quinta aims to elevate its brand identity, stimulate
economic growth, and enhance community engagement
through a comprehensive marketing and communications
strategy. This initiative seeks to position La Quinta as a premier
destination for residents, businesses, and visitors by highlighting its
unique character, vibrant lifestyle, and economic opportunities.
Our Strategic & Creative Approach
In today’s competitive landscape, a robust branding strategy
is paramount to maximizing the return on investment (ROI)
of outreach initiatives, including media buys. While media
placements are essential for reaching target audiences, their
effectiveness is significantly amplified when underpinned by a
strong brand identity, compelling messaging, and well-crafted
marketing tools.
The Power of Branding and Messaging
A well-defined brand serves as the foundation for all marketing
efforts, influencing consumer perceptions and fostering loyalty.
Consistent and authentic branding ensures that every interaction
resonates with the audience, building trust and recognition.
Effective messaging articulates the brand’s values and unique
selling propositions, creating an emotional connection that
motivates action. Research indicates that strong branding
can lead to increased brand recognition, improved customer
loyalty, and higher advertising effectiveness.
Optimizing Media Buys Through Strategic Branding
Media buys represent a significant investment in outreach
campaigns. To ensure these dollars yield maximum impact, it’s
crucial that the brand’s identity and messaging are cohesive
and compelling. When audiences encounter consistent and
engaging brand narratives across various platforms, it enhances
recall and drives desired behaviors. Studies have shown that
brand marketing often outperforms performance marketing,
emphasizing the importance of a strong brand foundation.
The Role of Marketing Tools
Developing high-quality marketing tools—such as visual assets,
content templates, and promotional materials—ensures that
the brand’s message is delivered effectively across all channels.
These tools provide the means to maintain consistency,
streamline content creation, and adapt to various media
requirements, thereby enhancing the efficiency and impact of
media buys.
Our Creative Process
Our methodology follows a proven six-phase process, ensuring
a seamless blend of strategy and creativity—the two lenses
through which we approach every project.
1. Research & Discovery
• Conduct stakeholder interviews, community
engagement sessions, and market analysis.
• Assess La Quinta’s brand perception, target
audience insights, and competitive positioning.
• Perform a digital audit of current assets and media
effectiveness.
2. Strategy Development
• Define La Quinta’s core messaging, audience
personas, and campaign objectives.
• Develop a comprehensive media strategy to reach
both local and national markets.
• Build an engagement plan leveraging digital,
traditional, and experiential activations.
3. Concept & Ideation
• Brainstorm and present multiple creative campaign
directions.
• Develop mood boards, initial design frameworks,
and sample content.
• Align creative direction with La Quinta’s brand
identity and growth objectives.
4. Design & Content Creation
• Execute approved concepts with attention to
detail and adherence to the City’s branding
requirements.
• Create high-quality visual assets optimized for both
digital and physical mediums.
5. Campaign Development & Execution
• Prepare files for print and digital platforms, ensuring
compatibility and consistency across all formats.
• Coordinate with vendors for production as needed.
6. Performance Tracking & Optimization
• Use analytics to monitor campaign effectiveness.
• Provide detailed reporting and actionable insights.
• Continuously refine strategy for sustained success.
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Scope of Work: Emphasis on Foundational Tasks
Establishing a robust brand foundation is imperative before
embarking on extensive outreach and exposure efforts. A well-
defined brand identity serves as the cornerstone for all marketing
initiatives, ensuring consistency, authenticity, and resonance
with the target audience.
Brand Enhancement: Developing a cohesive and compelling
brand identity that encapsulates La Quinta’s essence is
paramount. This includes refining visual elements, tone of voice,
and core messaging to create a distinctive and memorable
brand presence. We will conduct a comprehensive brand audit
to assess current perceptions. Develop a refreshed brand identity
that encapsulates La Quinta’s essence, including updated
logos, color schemes, and messaging frameworks.
Economic Development: Crafting targeted strategies that
showcase La Quinta’s business-friendly environment and
opportunities will attract investors and entrepreneurs, fostering
economic growth and diversification. We will craft targeted
campaigns to attract and retain businesses. Highlight La
Quinta’s economic advantages, infrastructure, and quality of
life to potential investors and entrepreneurs.
Graphic Design: Utilizing innovative and consistent design
elements across all platforms reinforces brand recognition and
appeals to both residents and visitors. Our team will produce
cohesive and visually appealing materials across all platforms,
ensuring consistency with the new brand identity. This includes
brochures, flyers, banners, and digital assets.
Photography and Video Services: High-quality visuals capturing
the city’s unique landscapes, events, and lifestyle are essential in
conveying La Quinta’s story authentically. Our goal is to capture
high-quality images that reflect the city’s vibrancy, culture,
and scenic beauty. Develop engaging video content that tells
La Quinta’s story, from resident testimonials to virtual tours of
local attractions. These visuals will be utilized across marketing
materials to create an authentic connection with the audience
and optimized for various platforms, including social media, the
city’s website, and events.
Website Management: An intuitive, informative, and aesthetically
pleasing website serves as a central hub for information,
reflecting the brand’s identity and values. We will evaluaete
and redesign and maintain the city’s website to ensure a user-
friendly experience, mobile responsiveness, and alignment with
the updated brand identity. Regular updates will keep content
fresh and relevant.
Annual Guide to La Quinta: Producing a comprehensive and
engaging guide will provide valuable insights to residents and
visitors, promoting local businesses and attractions. Thge the team will
design and produce an annual guide that serves as a comprehensive
resource for residents and visitors. The guide will feature events,
attractions, business directories, and community resources.
By prioritizing these foundational tasks, we ensure that subsequent
exposure and outreach efforts are built upon a strong, authentic,
and appealing brand identity. This strategic sequencing maximizes
the effectiveness of marketing campaigns, leading to a higher
return on investment and sustained community engagement.
Scope of Work: Exposure and Outreach Taks
By integrating these foundational and outreach components, we aim
to create a cohesive and impactful marketing strategy that elevates
La Quinta’s brand and fosters economic and community growth.
Activations: Organize and manage events and experiential
marketing initiatives that foster community involvement and attract
visitors. These activations will showcase local talent, businesses, and
culture. Activations will play a crucial role in bringing La Quinta’s
brand to life, fostering community engagement, and attracting
visitors through immersive experiences. Our approach integrates
signature city events, regional partnerships, and new experiential
marketing initiatives to showcase La Quinta’s culture, lifestyle, and
economic vibrancy.
We will enhance existing city-sponsored events, such as Art on
Main Street, the La Quinta Hot Rod & Custom Car Show, and
the Holiday Tree Lighting Ceremony, by integrating branded
experiences, digital engagement, and influencer collaborations.
Regional events, including Coachella, Stagecoach, and the BNP
Paribas Open, present prime opportunities to promote La Quinta
as a premier lodging, dining, and recreational destination through
strategic media placements and partnerships.
Additionally, we will explore new experiential activations, such as
branded pop-ups at key locations like Palm Springs Airport and
major travel hubs, curated influencer experiences, and ride-share
and transit partnerships to increase awareness and drive visitation.
To ensure activations deliver meaningful engagement and
measurable results, we will incorporate digital engagement tools
such as QR codes and geotagged social media filters; leverage
strategic media partnerships for earned media and influencer-
driven content; and track key performance metrics to refine and
optimize activation strategies.
By blending community-driven events, strategic regional
partnerships, and experiential marketing, we will create high-
impact activations that solidify La Quinta’s reputation as a thriving
destination for residents and visitors alike.
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Public Relations: A strong public relations strategy is essential to
generating buzz, increasing visibility, and reinforcing La Quinta’s
refreshed brand identity. Our PR efforts will focus on securing
impactful media coverage through strategic storytelling,
compelling press materials, and meaningful engagement with
key media outlets. We will explore the following opportunities:
Media Microsite on La Quinta’s Website: Develop an interactive,
visually compelling press kit with downloadable brand assets,
embedded videos, and key talking points.
Rebranding Media Pitch: Announce La Quinta’s rebrand through
targeted local and regional media outreach, supported by
high-quality visuals and messaging.
Local Press Event: Organize a media day and brand reveal
event to engage Coachella Valley print, TV, and radio outlets.
Community Storytelling: Position residents, business owners, and
city officials as media spokespeople to reinforce authenticity
and local engagement.
National Media Pitching: Expand media outreach beyond
the region, targeting California-wide and select national
publications in travel, business, and economic development.
Feature Story Pitching – Secure in-depth coverage (3-5 feature
stories) focused on La Quinta’s economic development, tourism,
and lifestyle appeal.
Brand Activation at Local Events: Maximize earned media
opportunities at key city festivals and tourism-driven events to
showcase the revitalized brand in action.
Media FAM Trip (Press Tour): Invite 5-7 journalists for an immersive
“Experience the New La Quinta” press trip, highlighting the city’s
unique offerings.
National Broadcast Pitching: Target high-profile business, lifestyle,
and travel media outlets such as CNBC, NPR, and CBS Sunday
Morning for broader exposure.
Business & Investment Media Pitching: Craft compelling narratives
on how La Quinta’s rebrand is driving business expansion, tourism
investment, and economic growth.
Media Buying: Strategic media planning and purchasing
across digital, print, radio, and outdoor platforms are essential
to maximize reach and return on investment (ROI). By selecting
channels that align with our target audience, we ensure
effective engagement and message delivery.
In addition to traditional media buying, we will actively pursue
both earned and paid media opportunities. This includes
leveraging existing collaborations and forging new partnerships
with social media influencers, rideshare services, airports, and
other relevant platforms. Collaborating with influencers allows us
to authentically promote La Quinta’s unique experiences to their
engaged followers, enhancing brand visibility and credibility.
Digital Services: Implement SEO strategies, content marketing,
and social media campaigns to increase online visibility and
engagement. Tailored content will target specific demographics
to drive traffic and interaction. Our digital strategy will elevate
La Quinta’s online presence by integrating high-quality content,
strategic social media engagement, and targeted paid
campaigns. By aligning with the “It’s Your Q” campaign, we will
create compelling digital experiences that highlight the city’s
unique charm, cultural vibrancy, and economic opportunities.
Organic & Paid Social Media Strategy: We will develop a structured
content calendar and digital engagement plan that balances
evergreen storytelling with seasonal promotions. Our visual-first
approach will emphasize high-quality photography, short-form
videos, and interactive social media content. By leveraging user-
generated content (UGC) and community-driven storytelling, we will
foster authentic engagement with residents, visitors, and businesses.
To maximize reach, our paid social strategy will amplify high-
performing content while targeting key audiences through custom
ad funnels, A/B testing, and retargeting campaigns. Using first-
party data and interest-based segmentation, we will ensure that
La Quinta’s message resonates across digital platforms, expanding
visibility and driving meaningful engagement.
SEO & Content Strategy: A comprehensive content strategy will
strengthen La Quinta’s search visibility, making it easier for visitors,
businesses, and stakeholders to discover what the city has to offer.
Our team will develop search-optimized website content, blog
articles, and digital guides that align with La Quinta’s economic
development, tourism, and community engagement goals.
We will implement technical SEO optimizations, including mobile
usability enhancements, site speed improvements, and structured
data integration, ensuring a seamless user experience across
all digital touchpoints. A strategic internal linking and backlink
outreach strategy will further boost La Quinta’s search rankings,
increasing organic traffic and long-term discoverability.
Integrated Digital Marketing Approach: By combining organic
storytelling, data-driven social media campaigns, and robust
SEO strategies, we will create a cohesive digital presence that
strengthens La Quinta’s brand identity, drives engagement, and
supports economic growth. Our cross-channel approach will
ensure that La Quinta’s messaging is seamlessly integrated across
social media, website, paid advertising, and digital PR efforts,
maximizing impact and return on investment.
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Estimated Timeline
1. DISCOVERY AND RESEARCH (MONTHS 1-3)
Stakeholder Engagement: Conduct interviews and workshops
with community leaders, business owners, and residents to gather
insights and ensure the brand resonates with all facets of La Quinta.
Market Analysis: Assess current perceptions, competitive
positioning, and market trends to inform branding and marketing
strategies.
Brand Audit: Evaluate existing branding materials and
communications to identify strengths and areas for improvement.
2. BRAND DEVELOPMENT AND STRATEGY (MONTHS 1-3)
Brand Identity Creation: Develop visual elements, including logos,
color palettes, and typography, that embody La Quinta’s spirit.
For example, the “It’s Your Q” concept could inspire designs that
highlight personal connections to the city.
Messaging Framework: Craft compelling narratives and key
messages that convey La Quinta’s value propositions in economic
development, lifestyle, and tourism.
Brand Guidelines: Compile a comprehensive guide to ensure
consistent application of the brand across all platforms and materials.
3. WEBSITE DESIGN AND DEVELOPMENT (MONTHS 1-3)
User Experience (UX) Design: Create intuitive navigation and
engaging interfaces that reflect the new brand identity.
Content Management System (CMS): Implement a flexible and
scalable CMS to allow easy updates and content creation.
Responsive Design: Ensure the website is optimized for various
devices, providing a seamless experience for all users.
4. Marketing Tools and Collateral Development (Months 4-6)
Photography and Videography: Produce high-quality visuals that
capture the essence of La Quinta, similar to the vibrant imagery
showcased in the “It’s Your Q” campaign.
Marketing Materials: Design brochures, flyers, and digital assets that
promote city initiatives, events, and opportunities.
Press Kit Creation: Assemble a comprehensive press kit to support
public relations efforts and media outreach.
5. DIGITAL MARKETING STRATEGY AND IMPLEMENTATION (MONTHS 4-6)
Search Engine Optimization (SEO): Optimize website content to
improve search engine rankings and visibility.
Social Media Campaigns: Develop and execute campaigns on
platforms like Facebook and Instagram, utilizing engaging content
and the “It’s Your Q” theme to foster community interaction.
Content Creation: Generate blog posts, articles, and multimedia
content that highlight La Quinta’s attractions, businesses, and events.
6. MEDIA BUYING AND ADVERTISING (MONTHS 4-6)
Media Planning: Identify strategic advertising opportunities across
digital, print, and broadcast channels.
Negotiation and Placement: Secure optimal rates and placements
to maximize reach and impact.
Campaign Monitoring: Track and analyze performance metrics to
ensure effectiveness and adjust strategies as needed.
7. COMMUNITY ACTIVATION AND PARTNERSHIPS (MONTHS 4-6)
Event Planning: Organize community events that embody the “It’s
Your Q” concept, encouraging residents to share their personal
stories and connections to La Quinta.
Partnership Development: Collaborate with local businesses,
organizations, and influencers to amplify the campaign’s reach
and authenticity.
8. IMPLEMENTATION AND ONGOING SUPPORT (MONTHS 7-12)
Campaign Execution: Roll out marketing campaigns, monitor their
performance, and make data-driven adjustments to enhance
outcomes.
Public Relations Support: Provide on-call services for media relations,
crisis communication, and reputation management.
Graphic Design and Branding Support: Offer ongoing design services
to maintain brand consistency across all materials.
Website Maintenance: Ensure the website remains updated, secure,
and aligned with current best practices.
Social Media Coordination: Manage social media accounts,
engage with the community, and sustain the momentum of the “It’s
Your Q” campaign.
SEO Optimization: Continuously refine SEO strategies to adapt to
changing algorithms and maintain high search rankings.
Community Activations: Plan and execute additional events and
initiatives to keep the community engaged and invested in the brand.
Media Buy Coordination: Oversee advertising schedules, budgets,
and placements to ensure sustained visibility.
Reporting and Project Management: Provide regular updates,
performance reports, and strategic recommendations to stakeholders.
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I. SAMPLE CREATIVE EXECUTION
Brand Exploration
Refreshing La Quinta’s brand identity is essential to distinguish
the city as a vibrant community and premier destination, distinct
from individual resorts or hotels. By embracing diverse design
styles—such as contemporary, traditional, modern, abstract,
and heritage—we can collaboratively craft a compelling and
authentic narrative that celebrates La Quinta’s unique character.
The following concepts exemplify our passion for this project and
demonstrate our ability to encapsulate the city’s essence through
various creative approaches.
To demonstrate our dedication and creative vision for this project,
we present five distinct concepts, each designed to focus on
the “LQ” or “Q” as a unique visual mark, to capture and amplify
the essence of La Quinta by leveraging modular logo design.
These concepts serve as illustrative examples of how we can
collaboratively craft a compelling and authentic brand narrative
for La Quinta, ensuring the city’s identity is both distinguished and
celebrated.
It’s Your Q Campaign
To illustrate our creative approach and commitment to La Quinta’s
vision, we reference the “It’s Your Q” campaign throughout this
proposal. This concept serves as an example of how we can
encapsulate La Quinta’s essence, though we acknowledge that
finalizing the brand and marketing platform will require further
research and strategic planning.
The “It’s Your Q” campaign offers a versatile and impactful
marketing platform for the City of La Quinta. By focusing on the
distinctive “Q” in La Quinta, the campaign creates a memorable
and adaptable brand identity that resonates with diverse
audiences. This approach allows for personalized messaging
across various initiatives, such as “It’s Your Q to Explore” for tourism,
“It’s Your Q to Invest” for economic development, and “It’s Your
Q to Connect” for community engagement. This flexibility ensures
cohesive and targeted communication, effectively highlighting
La Quinta’s unique offerings and fostering a strong sense of place.
It’s Your Q to Thrive
Building upon the foundational “It’s Your Q” campaign,
we propose the enhanced tagline “It’s Your Q to Thrive” to
encapsulate La Quinta’s commitment to fostering growth, well-
being, and prosperity for all. This evolution not only maintains
continuity with existing branding efforts but also amplifies the
city’s dedication to creating an environment where residents,
businesses, and visitors can flourish.
Brand Pillars
Central to this initiative are the T.H.R.I.V.E. brand pillars, each
representing a core aspect of La Quinta’s identity:
Tourism Friendly: La Quinta warmly welcomes visitors,
offering exceptional hospitality and diverse attractions
that cater to travelers from around the world.
Holistic Lifestyle: Committed to fostering a balanced and
fulfilling way of life, emphasizing wellness, recreation,
and a strong sense of community.
Resilient Future: Focused on sustainable development
and adaptability, ensuring long-term prosperity and
environmental stewardship for generations to come.
Inclusive Community: Embracing diversity and unity,
La Quinta strives to create a welcoming environment
where all individuals feel valued and engaged.
Valued Heritage: Honoring and preserving the rich
history and cultural traditions that have shaped La
Quinta’s unique identity.
Economic Development: Actively pursuing growth
and innovation to attract businesses and create
opportunities, enhancing the city’s economic vitality.
La Quinta
Gem of the Desert
LA QUINTA
It’s Your Q to THRIVE
It’s Your Q to THRIVE
T
H
R
I
V
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J. COST PROPOSAL
At 789, Inc., we are committed to delivering exceptional marketing
and communication services that align with the City of La Quinta’s
vision and objectives. Our cost proposal is designed to provide a
transparent and detailed breakdown of the financial investment
required to execute the comprehensive strategies outlined in our
work plan.
Budget Monitoring and Invoicing
To ensure meticulous financial management, our finance
department will oversee the budget associated with the approved
work plan. We will issue pre-billed invoices on a monthly basis,
adhering to a schedule determined in collaboration with the City.
Each invoice will be accompanied by relevant documentation,
including vendor invoices, affidavits, and tear sheets, to verify the
accuracy of all media expenditures and deliverables.
Financial Reporting and Communication
We prioritize accurate budget tracking and will provide
comprehensive financial reports categorized according to the
City’s specific areas of interest. These reports will be available
on a monthly, quarterly, and annual basis, offering clear insights
into the allocation and utilization of funds. Our finance team,
in conjunction with your dedicated account manager, will
proactively address any billing inquiries or discrepancies, ensuring
clarity and confidence in all financial matters.
Payment Terms and Data Security
We kindly request that payments be made within 30-45 days of
receiving each reconciled invoice. 789, Inc. is committed to
safeguarding all sensitive information entrusted to us. Our finance
department implements stringent security measures, including
secure storage and restricted access protocols, to protect all
client-related data. Additionally, we are prepared to supply any
accounting reports upon request, ensuring full transparency and
accountability.
By adhering to these financial practices, we aim to foster a
collaborative and trusting partnership with the City of La Quinta,
ensuring the successful realization of our shared marketing and
communication goals.
Three Budget Tier Options
Our cost proposal includes three budget tiers, each designed to
provide a scalable and impactful marketing strategy that aligns
with La Quinta’s objectives. Each tier offers a comprehensive
12-month plan, with varying levels of branding, digital outreach,
media buying, activations, and public relations support. The
following pages outline the tasks, deliverables, and budget
allocation for each tier, ensuring flexibility while maximizing La
Quinta’s return on investment.
Tier 1 – Foundational Impact ($550,000)
• Focuses on core branding, digital presence, and strategic
content development to establish a strong foundation.
• Includes branding enhancements, website development,
SEO, organic social media, targeted digital marketing, and
select media placements.
• Provides limited activations and regional PR support.
Tier 2 – Regional Growth ($750,000)
• Expands on Tier 1 with broader media placements, increased
content production, and enhanced experiential marketing.
• Introduces a stronger public relations push, regional
activations, and a more robust digital advertising plan.
• Media buying extends to high-impact regional outlets, travel
platforms, and select national placements.
Tier 3 – National Reach & Engagement ($900,000)
• A full-scale brand transformation and nationwide marketing
strategy with high-level creative execution.
• Comprehensive paid media, national PR efforts, influencer
partnerships, and extensive content creation.
• Expanded activations, including major events, industry
partnerships, and immersive storytelling campaigns to position
La Quinta as a top destination.
30
YEAR 2025 2026
MONTH 1 2 3 4 5 6 7 8 9 10 11 12
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY SUB-TOTAL
WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
FOUNDATION
PHASE 1
Research, Strategy,
Concept, and
Finalization
Stakholder
Engagement
Market Analysis
Brand Audit
Brand Identity Creation
Messaging Framework
Development
Brand
Guidelines
Website Wireframe & Design
BUILDING
PHASE 2
Design,
Development, and
Planning
Website Development &
Launch
Photography & Videography
Production
Marketing Materials & Press Kit
Creation
Digital Marketing Strategy
Formulation
Content Creation
Media Buding Strategy
Development
Event Planning & Partnership
Outreach
IMPLEMENTATION
PHASE 3
Execution,
Management,
Activations,
Reporting, &
Ongoping Support
Marketing Campaigns
PR & Media Relations
Graphic Design & Branding
Web Maintenance/Updates
Social Media Management
SEO Optimization
Community Events/Activations
Media Buy Coordination
Reporting/Project Mgt
PROJECTED BUDGET: OPTION A $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $67,275 $67,275 $67,275 $67,275 $67,275 $67,275 $550,775
PROJECTED BUDGET: OPTION B $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $100,275 $100,275 $100,275 $100,275 $100,275 $100,275 $748,775
PROJECTED BUDGET: OPTION C $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $125,275 $125,275 $125,275 $125,275 $125,275 $125,275 $898,775
3-TIER BUDGET SUMMARY
31
YEAR 2025 2026
MONTH 1 2 3 4 5 6 7 8 9 10 11 12
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY SUB-TOTAL
WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
PHASE 1 FOUNDATION
PHASE 2 BUILDING
PHASE 3 IMPLEMENTATION
PROJECTED BUDGET: OPTION A SUB-TOTAL
FEES
Includes all
professional
services
$15,000 $15,000 $15,000 $30,000 $30,000 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $332,500
CONTINGENCY 7%$1,050 $1,050 $1,050 $2,100 $2,100 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $23,275
DIGITAL MARKETING
Technical & On-
Page SEO
Link Building
Organic Social
Content Strat
Content Dev
Paid Social
Platform Budget
(Meta)*
$0 $0 $0 $0 $0 $0 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $135,000
LOCAL MARKETING
Print, Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $45,000
REGIONAL MARKETING
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $150,000
NATIONAL
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0
$0
TOTAL BUDGET: OPTION A $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $67,275 $67,275 $67,275 $67,275 $67,275 $67,275 $550,775
TIER 1 – FOUNDATIONAL IMPACT ($550,000)
32
YEAR 2025 2026
MONTH 1 2 3 4 5 6 7 8 9 10 11 12
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY SUB-TOTAL
WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
PHASE 1 FOUNDATION
PHASE 2 BUILDING
PHASE 3 IMPLEMENTATION
PROJECTED BUDGET: OPTION B SUB-TOTAL
FEES
Includes all
professional
services
$15,000 $15,000 $15,000 $30,000 $30,000 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $332,500
CONTINGENCY 7%$1,050 $1,050 $1,050 $2,100 $2,100 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $23,275
DIGITAL MARKETING
Technical & On-
Page SEO
Link Building
Organic Social
Content Strat
Content Dev
Paid Social
Platform Budget
(Meta)*
$0 $0 $0 $0 $0 $0 $28,500 $28,500 $28,500 $28,500 $28,500 $28,500 $171,000
LOCAL MARKETING
Print, Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $45,000
REGIONAL MARKETING
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $180,000
NATIONAL
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $28,000 $28,000 $28,000 $28,000 $28,000 $28,000 $168,000
TOTAL BUDGET: OPTION B $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $100,275 $100,275 $100,275 $100,275 $100,275 $100,275 $748,775
TIER 2 – REGIONAL GROWTH ($750,000)
33
YEAR 2025 2026
MONTH 1 2 3 4 5 6 7 8 9 10 11 12
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY SUB-TOTAL
WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
PHASE 1 FOUNDATION
PHASE 2 BUILDING
PHASE 3 IMPLEMENTATION
PROJECTED BUDGET: OPTION C SUB-TOTAL
FEES
Includes all
professional
services
$15,000 $15,000 $15,000 $30,000 $30,000 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $32,500 $332,500
CONTINGENCY 7%$1,050 $1,050 $1,050 $2,100 $2,100 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $2,275 $23,275
DIGITAL MARKETING
Technical & On-
Page SEO
Link Building
Organic Social
Content Strat
Content Dev
Paid Social
Platform Budget
(Meta)*
$0 $0 $0 $0 $0 $0 $28,500 $28,500 $28,500 $28,500 $28,500 $28,500 $171,000
LOCAL MARKETING
Print, Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $45,000
REGIONAL MARKETING
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $180,000
NATIONAL
Print, TV, Radio,
Display,
Activations,
Partnerships
$0 $0 $0 $0 $0 $0 $53,000 $53,000 $53,000 $53,000 $53,000 $53,000 $318,000
TOTAL BUDGET: OPTION C $16,050 $16,050 $16,050 $32,100 $32,100 $34,775 $125,275 $125,275 $125,275 $125,275 $125,275 $125,275 $898,775
TIER 3 – NATIONAL REACH & ENGAGEMENT ($900,000)
34
Contact: Charley Bell, President
O: 626.339.4789 | D: 626.533.6953
E: charley@789inc.com
Thank you.
Thank you for the opportunity to present our vision for the
City of La Quinta. At 789, Inc., we are passionate about
crafting meaningful brand experiences that drive engagement,
economic growth, and community pride. We believe in La
Quinta’s potential to thrive, and we are excited about the
possibility of partnering with you to bring this vision to life.
We appreciate your time and consideration and look forward to
the opportunity to discuss how we can collaborate to elevate
La Quinta’s brand and marketing efforts. Please do not hesitate
to reach out if you have any questions or would like to explore
any aspects of our proposal further.
We look forward to the possibility of working together.
Sincerely,
Charley Bell
02.22.25