Strausberg GroupCity of La Quinta
Marketing, Branding, Campaign Development
and Digital Marketing Proposal
2.24.2025
Table of Contents Pages
A.1-5 Cover Letter, Contact Information, 1-2
Office Location and Validity Statement
B.1-3 Strausberg Agency Background, 2-8
Strausberg & J/PR Team
C.1.1-3.5 Client References 9-16
D. Disclosure 16
E. Warranty/Guarantee of Work Product 16
F. Subcontractor – J/PR Agency Background, 17-19
Contact Information, Office Locations,
Validity Statement, Years in Business, Taxpayer ID
G. Insurance Coverage and Indemnification 19
Addendum 1 – Work Plans 20-26
Addendum 2 – Creative Concepts 27-30
Why Strausberg 31
1
A.1 Cover Letter
City of La Quinta
78-495 Calle Tampico
La Quinta, CA 92253
Attn: Marcie Graham
mgraham@laquintaca.gov
Dear Marcie,
We are excited to submit our proposal for the City of La Quinta’s Marketing, Branding,
Campaign Development and Digital Marketing Proposal. With our specialty in destination
marketing and experience working with clients in the Coachella Valley, Strausberg Group
is perfectly poised to spearhead this account.
We are proud to partner with J/PR, a highly respected public relations firm with extensive
experience in travel and tourism. Together, we are confident that our combined efforts
will elevate La Quinta’s visibility and engage visitors, locals, and businesses alike in a
meaningful way.
We look forward to the opportunity to collaborate with you to bring this vision to life.
Best regards,
Ezra Strausberg, Principal
1800 Abbot Kinney Blvd #300, Venice, CA 90291 | 310-430-6898 | strausberggroup.com
2
A.2 Primary Contact Info
Lauren Halley - Account Director
lauren@strausberggroup.com
303.902.4041
A.3-4 Office Location
Strausberg Group
1800 Abbot Kinney Blvd #300
Venice, California 90291
A.5 90-Day Validity Statement
All information, strategies and pricing outlined in this proposal are valid for ninety (90) days from
the proposal date. After this period, adjustments may be made based on market conditions,
project scope, or client requirements. Any modifications will be communicated and agreed upon
before implementation.
B. Agency Background
The Strausberg Group opened its doors in 1992 with the focus on providing branding and marketing
services within the travel and hospitality industries and it continues to be our area of expertise.
Strausberg Group has extensive experience in destination marketing, with a strong track record in the
Coachella Valley and other desert destinations. Our work with Indian Wells Tourism, La Quinta Resort &
Club, and Colony Palms Hotel has given us a deep understanding of the region and the strategies
needed to engage visitors, locals, and businesses. Additionally, we currently manage marketing efforts
for Downtown Burbank and Visit Burbank, further demonstrating our expertise in working with city
boards and DMOs.
3
Agency Background
Agency Experience
Tourism Boards, Travel, and Destinations
Desert & Other Hospitality
Two Rodeo
4
As a boutique, full-service agency, we offer comprehensive services from revitalizing brands to
developing promotional programs and implementing digital marketing strategies. Our full
services include:
Branding: Shape clients’ DNA from defining strategic positioning, to developing visual and verbal
messaging to articulating unique guest experience programming
Collateral: Translate brands across print and digital marketing communications
Advertising Creative: Concept, design and produce print, outdoor, video and digital creative
Traditional Media: Plan and buy traditional media including outdoor, print and radio on a regional basis.
Depending on budget and client needs, Agency may subcontract media services for network and
spot TV
Digital Advertising: Create and manage campaigns for paid social, Google Search & Display, and
Google Hotel Ads. For programmatic or other digital media we partner with DSPs such as Sojern,
Adara, Datafy, etc.
Other Digital Services: Manage SEO, email marketing, organic social media calendars, social influencer
campaigns
Websites: Develop content, design and fully program websites
B.1 Number of Years in Business
33 years
B.2 Taxpayer Identification Number
95-4776340
B.3 Project Manager and Key Personnel
Your Strausberg Group Team
Our staff offers a broad expertise with hospitality/destination branding and marketing, blending their
unique set of credentials and individual talents with a shared commitment to excellence. We’re proud
to have a senior team with over 10+ years of individual experience, ensuring every project benefits
from deep industry knowledge and strategic insights.
Our Account Director, Lauren Halley, will lead the City of La Quinta account including supervision of
all internal teams and ensuring that client goals are effectively being accomplished. Our Account
Supervisor, Chelsea Kawahara will be assigned as the project manager and primary point-of-contact.
The agency Principal, Ezra Strausberg, will be actively involved in the account offering senior counsel.
Our team of strategists, copywriters and designers work in close collaboration with the account
management team ensuring that every aspect of the project’s objectives and vision are achieved.
Agency Background
5
Agency Organization
Planning
Director of
Strategic Planning
Account
D irector
S e nior
C opywrite r
S e nior
Art Direc to r
C r e ative
Direc to r
Digital Marketing
Manager
Web
Developer
Assistant
Account Executive
Account
Supervisor
Senior
Graphic Designers
Production
Account/
Project Management Creative Digital
P r i n c ipal
Agency Background
6
Ezra Strausberg – Principal
The principal, Ezra Strausberg, began his career in advertising at a leading international agency, Young
& Rubicam, in New York City. He then transferred to the Los Angeles office, Lord Dentsu, in order to
spearhead various tourism and destination accounts, including Alcaupoco Tourism Board, Mexico City
Tourism Board, and Los Cabos Tourism Board. With the goal of providing specialized marketing services
for travel accounts, where senior management would work closely and in partnership with clients, Ezra
decided to open up his own shop.
Over the years, Ezra has led marketing for the Agency’s real estate, destination, and tourism accounts
from rebranding the city of Indian Wells Tourism Board to launching Viceroy Hotels. He balances his
deep knowledge of consumer insights and marketplace trends with a clear and thoughtful understanding
of client priorities and realities. Ezra takes pride in his involved approach at the agency, where he
provides valuable insights on strategy and creative.
Lauren Halley – Account Director
Heading the account team is Lauren Halley, our seasoned Account Director. She has been with
Strausberg for six years, during which she led the accounts for Marina del Rey CVB, Auberge Resorts,
and La Quinta Resort & Club. Lauren’s expertise with Destination Marketing Organizations (DMOs)
extends over a decade - she adeptly developed and executed marketing plans, hosted FAM trips, and
represented destinations in the North American market. At a previous agency she led the Tourism
Malaysia account for over five years and also worked closely with the Tourism Authority of Thailand,
Singapore Tourism Board, China National Tourist Office, and the Korea Tourism Organization. Prior
to working with destinations on the agency side she worked at the in-house marketing department
of the Boulder Convention and Visitors Bureau.
Chelsea Kawahara – Account Supervisor
A Chapman University graduate with a degree in Advertising & Public Relations, Chelsea Kawahara has
been an integral part of Strausberg Group for 10 years, bringing expertise in marketing, branding, and
campaign development to the agency’s tourism and city board clients. She leads the Downtown Burbank
and Visit Burbank accounts, overseeing strategic initiatives that drive engagement and visitation. Her
work includes launching Downtown Burbank’s first-ever digital marketing campaign, developing a
multi-channel media strategy, creating a campaign for the Elephant Parade art installation, and forging
partnerships with top attractions and the airport to expand marketing reach.
Dan Sorgen - Creative Director
Dan has worked with Strausberg as both a full-time creative and creative consultant for more than 25
years. He’s contributed high-impact broadcast, cutting-edge digital, and engaging social campaigns
for client verticals including travel and tourism, site-based entertainment, and luxury real estate.
Throughout his career, Dan has worked on scores of hotel and travel brands, including the Rosarito
Beach Tourism Board, W Hotels, Viceroy, The Ritz-Carlton and St. Regis Hotels & Resorts. He was an
integral part of the creative development for Indian Wells, developing the line “Find Your Oasis”,
which is currently being utilized by Palm Springs.
Agency Background
7
David Leroi - Director Of Strategic Planning
David has been part of the Strausberg team for 20 years. His expertise is in the development and analysis
of online research as well as conducting in-person focus groups. A strategic heavy-hitter, David began
his career at BBDO/New York and has gone on to work for premier multinational and boutique agencies
on both coasts. He has served as a strategic lead for numerous flagship clients including Fortune 500
companies such as Lexus, Wells Fargo, and Hyatt Hotels.
Mark Erwin - Creative Strategist
Over the past decade, Mark’s experience at Strausberg Group has seen him leading branding new resort
launches as well as rebranding everything from airlines to destinations to restaurants. Most recently
providing creative direction on DIVE at The Bower, a new rooftop bar in Coronado. Mark’s unique
creative eye comes from years of working as both a copywriter and an art director. Prior to Strausberg,
Mark was Senior Vice President, Creative Director at RPA in Santa Monica, where his responsibilities
included managing and creating work for a number of globally-recognized brands, including Honda and
Acura, Disney, and the Getty Museum.
Cynthia Khor – Senior Art Director
Before coming to Strausberg, Cynthia worked at such international ad agencies as Saatchi & Saatchi
and Grey Advertising, where she conceptualized and designed ad campaigns and developed new brand
identities. Since joining Strausberg, she has continued to create beautiful and thoughtful brands for
an array of clients including Kor Realty, Auberge Resorts, Colony Palms Hotel, and Visit Burbank.
Thanh Nguyen - Senior Graphic Designer
During Thanh’s eleven years at Strausberg, he has developed numerous digital and print collateral for
a range of our destination and hospitality clients, including Visit Burbank and La Quinta Resort & Club.
Thanh is a graduate of California State University, Northridge with a BA in Graphic Design. He harnesses
both his experience working with fashion brands like BCBG and REVOLVE as well as his love for
perusing design blogs and the latest trends to help inspire creative for his clients at Strausberg.
Evan Oliver - Digital Marketing Manager
Evan’s primary role at Strausberg over the past six years has been to build our clients’ businesses
through the creation, implementation, and ongoing optimization of digital marketing campaigns.
She takes a thoughtful, hands-on approach to all digital initiatives, with a particular knack for creating
compelling blog content and social ad campaigns. Evan also manages all paid advertising activities,
tailoring campaigns for specific search and social media platforms (Google, Facebook, Instagram, etc.).
Some of Evan’s most noteworthy digital programs include Visit Burbank, Downtown Burbank, and
The Strand.
Agency Background
8
Your J/PR Team
Jamie O’Grady - Founding Partner
As the visionary leader of J Public Relations, Jamie has built the powerhouse agency with grace, grit and
a laser focus, combining an exacting mix of methodical media relations, unrivaled strategy and next-level
service to transform clients into brand pillars. Jamie’s two-fold philosophy that relationships always
come first and PR campaigns should forever speak for themselves, has catapulted J/PR to one of the
most respected agencies in the public relations travel, tourism, and lifestyle space.
Suzanne Brose - Executive Vice President
With nearly 20 years in the communications industry, Suzanne joined the J/PR team in 2010 and has
spearheaded multi-faceted media programs for hotels, resorts, and destination marketing. A seasoned
PR professional and passionate leader of the West Coast team, in her EVP role, Suzanne’s expertise
includes strategic leadership and counsel to new and long-standing clients including Waldorf Astoria
Monarch Beach Resort, Conrad Punta de Mita, Hawaiian Airlines, and Hotel Drover, an Autograph
Collection. She has also shone a spotlight on J/PR’s tourism clients including Baja California and has led
J/PR’s partnership with the Utah Office of Tourism for the past four years. Suzanne is a leader within the
travel and hospitality industry, currently serving on the Executive Board for the national PRSA Travel +
Tourism Section and was Chair of the 2023 Travel + Tourism Conference.
Ally Brayton - Account Director
Having been with the agency for more than six years, Ally is our account director in the Los Angeles
office with a deeply rooted foundation in hospitality, and a key focus on strategic leadership and client
counsel, media/influencer relations, and creative brand partnership implementation. With global PR
expertise, Ally has executed numerous campaigns that have resulted in high-caliber coverage and
impactful stories for her clients. A current sampling of her clients includes Stay Healdsburg, Hotel
Drover, an Autograph Collection hotel, JW Marriott Phoenix Desert Ridge Resort & Spa, Hotel Valley Ho,
Mountain Shadows Resort Scottsdale, and Dorchester Collection.
Joan Matigbay - Account Supervisor
With a passion for storytelling, Joanie is our resident senior publicist in the Los Angeles office with a
background in both journalism and public relations. Joanie combines her creative mindset with her
extensive media and influencer relations to effectively tell her clients’ stories and drive results. Her
diverse portfolio of clients — from luxury resorts and boutique hotels to destinations and tourism boards
— includes Pendry Hotels & Resorts, Enchantment Group, W Hotels, Stay Healdsburg, Great Wolf
Lodge, The Garland, The Steward, and more.
B.4 Agency Ownership
Strausberg Group
S-Corporation
Incorporation date January 3, 2000 (previously an LLC established in 1992)
State of California
Agency Background
9
Client References
C. Client References
C.1.1 Visit Burbank
Mary Hamzoian – Executive Director of Tourism
150 North 3rd Street, 2nd Floor
Burbank, CA 91502
818.238.5180
mhamzoian@burbankca.gov
C.1.2 Project Description
Strausberg Group has proudly served as the agency-of-record for Visit Burbank since 2015, leading
strategic marketing efforts to increase awareness and attract visitors to the city’s hotels, entertainment
venues, and attractions. Our work has encompassed annual marketing plans, creative rebranding, digital
media strategy, and key partnerships with Warner Bros., Universal Studios, Hollywood Burbank Airport,
and Discover LA. We have also launched and managed digital campaigns to drive hotel occupancy and
promoted major events to enhance tourism engagement.
WHERE EVERYMOMENTSCENESTEALER
IS A
Burbank is a town of many personalities. Whether exploring the legendary movie
studios, shops, restaurants and hotels or the countless exciting outdoor adventures
and landmarks, you’ll discover just how captivating this city can be.
VisitBurbank.com
Burbank is a town of many personalities. Whether exploring the legendary movie studios,
shops, restaurants and hotels or the countless exciting outdoor adventures and land-
marks, you’ll discover just how captivating this city can be.
VisitBurbank.com
Before the launch of the Visit Burbank initiative, the city was widely recognized as the home of major
entertainment studios, but its broader appeal as a premier leisure destination was largely untapped.
Strausberg Group developed a comprehensive marketing strategy to reposition Burbank in the travel
market. This began with a complete rebrand, evolving from the original tagline, “A Town Behind the
Tinsel”, to “See the Bigger Picture”, positioning Burbank as a top alternative to Hollywood for visitors.
10
In 2019, after a competitive repitch, we were once again awarded the account, leading to the launch
of the “The Perfect Way to See L.A.” campaign, which highlighted Burbank’s unique offerings while
leveraging its proximity to Los Angeles. This campaign included a new brand identity, logo, and a full
suite of visual assets, captured through an extensive lifestyle photography and video shoot.
Most recently, we developed and marketed the Elephant Parade art installation, which featured 30
hand-painted elephant sculptures displayed throughout the city. This initiative not only engaged
visitors and residents but also aligned with community values and supported nonprofit efforts, further
strengthening Burbank’s identity as a vibrant cultural destination.
VISITBURBANK.COM | @VISITBURBANK
A Better Way to See L.A.
MAKE NEW FRIENDS
The Perfect Way
L.A.
VISITBURBANK.COM | @VISITBURBANKA Better Way to See L.A.
TO SEE L.A.
The Perfect Way
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BLACK ELEPHANT COFFEE
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COURTYARD LOS ANGELES
BURBANK AIRPORT LOS ANGELES MARRIOTT
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CAMBRIA HOTEL BURBANK AIRPORT RAMADA BY WYNDHAM
BURBANK AIRPORT
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AMC WALKWAY - BATMAN STATUE
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HILTON GARDEN
INN BURBANK
IKEA
Discover all 25 elephants located throughout Burbank.
Locations are subject to change. For the most updated locations, scan the QR code on the reverse side.
Client References
11
C1.3 Project Start and End Date
2015 to present
C.1.4 Agency Staff
Ezra Strausberg - Principal
Chelsea Kawahara - Account Supervisor
Riley Fisher - Assistant Account Executive
Evan Oliver - Digital Marketing Manager
Jon Field - Web Developer
Cynthia Khor - Senior Art Director
Olga Selynina - Senior Graphic Designer
Mark Erwin - Creative Strategist
David Leroi - Director of Strategic Planning
C.1.5 Discussion of Final Outcome
Through strategic branding, media execution, and high-impact partnerships, we have helped transform
Burbank’s perception and drive measurable results for the destination. Since partnering with Visit
Burbank in 2015, website traffic has seen remarkable growth, rising from 90,000 sessions in our first year
to over 560,000 sessions in 2024.
Social media has also expanded significantly, with Visit Burbank’s following growing 80%. This increase
reflects our efforts to foster an engaged online community and position Burbank as a must-visit
destination. Our digital advertising campaigns have expanded significantly, with total impressions
growing by over 700% since the launch of Visit Burbank’s first-ever digital campaign.
During our time as agency-of-record, Burbank’s annual room revenue increased by nearly 50%.
Client References
12
C.2.1 La Quinta Resort & Club
Chris George – Director of Marketing
49-499 Eisenhower Drive
La Quinta, CA 92253
760.777.5827
chris.george@waldorfastoria.com
C.2.2 Project Description
As the agency-of-record for over 10 years, we’ve helped La Quinta Resort & Club navigate through
seasonal shifts, increased competition, and changes in ownership. Throughout this decade-long
partnership, our strategies have evolved to ensure the property remains an iconic desert destination
while staying relevant to new and returning guests.
To maintain brand relevance in an evolving desert marketplace, we continue to refresh La Quinta’s
marketing campaigns. These campaigns are thoughtfully translated across advertising, digital media,
the website, and on-site experiences through promotions and supporting collateral. With a keen
understanding of seasonality and shifting target audiences, we adapt messaging and creative to meet
changing traveler preferences throughout the year.
• Get Lost
This campaign was inspired by the sprawling acreage of the property where guests sometimes
“get lost”. We turned this concept into a consumer benefit, inviting guests to break away from
their everyday lives, “getting lost” in relaxation and rejuvenation.
In the moments that matter.
A meal full of conversation and laughter.
A leisurely stroll - taking in the
lush garden landscape and smelling
the citrus in the air.
We invite you to get lost in it all.
time to get lost
Greater Palm SPrinGS, California • 760.564.4111 • laquintareSort.Com
time to get lost
In the moments that matter.
Afternoons taking in the warm desert sun.
A little friendly competition.
We invite you to get lost in it all.
Greater Palm SPrinGS, California • 760.564.4111 • laquintareSort.Com
Client References
13
• Stay Original
Our latest campaign focuses on La Quinta’s historic past, celebrating its individuality and authenticity.
By connecting the resort’s legacy with the modern values of originality, it resonates with younger,
luxury-minded travelers who value unique, timeless experiences.
• Summer Chill
Understanding the target market shift to a broader more value-conscious traveler, this campaign was
designed to build occupancy during the important summer need period. The campaign captures the
essence of summer relaxation while enjoying special activities—poolside fun, refreshing treats, and
seasonal partnerships. We developed an interactive, engaging landing page that featured itineraries
and a special quiz to find your “chill style”.
STAY ORIGINAL
AT THE ORIGINAL DESERT HIDEAWAY
Recalling a time of eras past, discover a place where the pace is just a little bit slower, and each
moment is meant to be savored. Experience the real thing, where since 1926, those who appreciate
authenticity as much as luxury come to stay, play and hide away. Our lush 45-acre resort, set against
the natural backdrop of the Coachella Valley’s magnifi cent Santa Rosa Mountains, provides a sense of
sanctuary. And within, whether you choose to soak it up in one of our 41 sparkling pools, take it up a
notch with a challenging golf game, or live it up in a private cabana with cocktails and friends, we have
a way to escape that’s as original as you.
laquintaresort.com
Client References
14
Our team also oversees the art direction for all major lifestyle photoshoots, ensuring that each visual
captures the essence of La Quinta Resort, its unique atmosphere, and diverse offerings.
By managing the creative elements across all touchpoints of the guest journey—from online discovery
to on-site experiences—we create a cohesive, synergistic brand that consistently resonates with guests
and ensures that the resort maintains its iconic status.
C.2.3 Project Start and End Date
2014 to present
C.2.4 Agency Staff
Ezra Strausberg - Principal
Lauren Halley - Account Director
Chelsea Kawahara - Account Supervisor
Thanh Nguyen - Senior Graphic Designer
Olga Selynina - Senior Graphic Designer
Dan Sorgen - Creative Director
Mark Erwin - Creative Strategist
David Leroi - Director of Strategic Planning
C.2.5 Discussion of Final Outcome
For La Quinta Resort & Club, the latest brand campaign successfully evolved into a full brand refresh,
extending its reach to ancillary businesses and the group market. This expanded focus not only
strengthened the resort’s core identity, but also enhanced its presence across multiple touchpoints,
driving increased brand awareness. As a result, we’ve seen measurable growth in occupancy rates, with
the refreshed messaging resonating with both new and returning guests. The campaign has helped
La Quinta maintain its strong reputation, even through a significant ownership and management
change, solidifying its position as a premier destination for both leisure and group travel.
Client References
15
C.3.1 Downtown Burbank
Marissa Cardwell – Senior Economic Development Analyst
150 North 3rd Street, 2nd Floor
Burbank, CA 91502
818.238.5170
mcardwell@burbankca.gov
C.3.2 Project Description
Building on the success of our partnership with Visit Burbank, Strausberg Group was honored to
be awarded the agency-o- record contract for Downtown Burbank. The Downtown Burbank
Property-based Business Improvement District (PBID) sought to drive deeper engagement with
both locals and visitors as well as attract new businesses to the neighborhood.
Strausberg Group recommended and implemented the district’s first comprehensive digital media
initiative to drive visitation to the district’s restaurants, retail, and attractions. This was a three-prong
strategy targeted to professionals that work in the area, local residents, and real estate professionals
looking for business development opportunities. The integrated campaign included LinkedIn
advertising, Google Ads, social media advertising, organic posting, targeted newsletters, and Search
Engine Optimization.
Additionally, part of our work included the promotion of district-funded events including two
Downtown Burbank Art Festivals and the Winter Wine Walk. Tactics included social media reels,
advertising, and signage. Another notable project was the design and development of the wayfinding
and parking signage throughout the city.
DOWNTOWN BURBANK CULTURAL MARKET
EVERY FRIDAY – SATURDAY | 5:00PM – 9:30PM
EVERY SUNDAY | 3:00PM – 8:00PM
AMC WALKWAY
IT ALL STARTS HERE!
Join us for Downtown Burbank’s
weekly events.
BURBANK FARMERS MARKET
EVERY SATURDAY
8:00AM - 12:00PM
GLENOAKS BOULEVARD/OLIVE AVENUE
DTNBUR.COM
Client References
16
C.3.3 Project Start and End Date
2022 to present
C.3.4 Agency Staff
Ezra Strausberg - Principal
Chelsea Kawahara - Account Supervisor
Evan Oliver - Digital Marketing Manager
Jon Field - Web Developer
Cynthia Khor - Senior Art Director
Thanh Nguyen - Senior Graphic Designer
C.3.5 Results
For over two years, Strausberg Group successfully elevated Downtown Burbank’s digital presence. Our
efforts led to greater awareness of the district’s offerings with a 20% increase in website sessions and
an 11% growth in organic social media followers. As part of our broker marketing, we have generated
leads that were captured through the website as well as interest in significant developments such as the
mixed-use La Terra Select project.
D. Disclosure
Strausberg Group has no prior or ongoing contract failures, civil or criminal litigation, or investigations
pending. We confirm that there have been no instances in which Strausberg Group has been judged
guilty or liable within the last five years.
E. Warranty/Guarantee of Work Product
At Strausberg Group, we are committed to delivering the highest quality work and ensuring client
satisfaction. We guarantee that all services and deliverables will meet the agreed-upon standards,
timelines, and specifications as outlined in our contract.
From start to finish, we have rigorous processes in place to ensure everything we produce is of the
highest quality and meets all client expectations. Specific processes include: reviewing all projects and
proofing them against the original creative request, attending press checks for large-scale printing
projects and testing dynamic creative across different platforms for digital projects.
Client References
17
F. Subcontractors
F.1 J/PR
Founded in 2005, J/PR is an innovative, award-winning global communications agency continually
driven by an entrepreneurial spirit, passion and ambition. They serve as a genuine and trusted client
partner that delivers strategic public relations, influencer relations, social media, content creation,
and brand partnerships. They intentionally maintain a boutique character, yet operate on a large scale
with a global presence and varied industry experiences.
J/PR is consistently listed on the Observer’s annual “PR Power 50” as one of the country’s most
powerful PR firms and also garnered “Top Places to Work” by PR News and “Agency of the Year” by
Bulldog Reporter in addition to multiple trade and consumer awards for company culture and brand
success. They believe the key to profitability is to invest in their team members and this is evidenced by
longstanding partnerships (28 clients on their roster have been with the agency for 5+ years), and the
long tenure of their employees (30% have been with the agency for 5+ years).
They currently have offices in San Diego, Los Angeles, New York City, Nashville, Denver, Scottsdale,
San Francisco, Atlanta, Toronto and London and specialize in travel, tourism, hospitality, real estate and
consumer lifestyle. Past and present tourism partners include Utah Office of Tourism, Visit North
Carolina, Panama Tourism Board, Meet Boston, Visit Carlsbad, Stay Healdsburg, San Diego Tourism
Authority, Massachusetts Office of Travel and Tourism, Canouan, Fort Worth Stockyards, Oklahoma City
Chamber of Commerce, among others.
F.2 Primary Contact Info
Heidi Doak - Senior Vice President
818 18th Avenue South, 10th Floor
Nashville, TN 37203
775-846-0098
heidi@jpublicrelations.com
F.3 Main Office Location
2341 Fifth Ave
San Diego, CA 92101
F.4 Office Location for This Project
2341 Fifth Ave
San Diego, CA 92101
F.5 90-Day Validity Statement
The pricing proposed for the public relations portion of the RFP for the City of La Quinta is valid for
90 days after receipt.
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F.6 Number of Years in Business
20 years
F.7 Taxpayer Identification Number
20-2480563
F.8 Agency Ownership
J/PR
S-Corporation
Incorporation date February 23, 2005
State of California
F.C Client References
F.C.1 Utah Office of Tourism
Anna Loughridge - PR Manager
300 N State St
Salt Lake City, UT 84114
385.212.9325
aloughridge@utah.gov
F.C.2 Project Description
As the agency-of-record for Visit Utah since September 2018, J/PR has worked hand in hand with the
Utah Office of Tourism and partners throughout the state to execute media relations, strategy, press
trips, events, crisis communications and more, to share incredible stories from the state. Over the course
of our continued partnership, we have brought nearly 150 top-target media to the state to experience
the best of Utah Tourism. Our team has also taken the state’s tourism representatives and partners to
key markets throughout the U.S. including Texas, Arizona, New York, Denver, Los Angeles and Chicago
to build media relationships and tell the stories of the state. To date, J/PR has secured nearly 500 quality
earned media placements on behalf of the Utah Office of Tourism including The TODAY Show, National
Geographic, Sunset Magazine, Travel + Leisure and Men’s Journal, among others, this past year.
Campaigns have ranged from current tourism trends such as astrotourism and set-jetting to ongoing
initiatives focused on culinary, accessible travel, multi-generational experiences, outdoors, wellness,
skiing and urban adventures.
F.C.3 Project Start and End Date
2018 to present
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F.C.4 Agency Staff
Suzanne Brose, executive vice president (San Diego)
Marrissa Mallory, senior vice president (San Diego)
Terra Girvin, account director (San Diego)
Alexis Cortes, senior publicist (San Diego)
Betsy Sabala, senior publicist (Denver)
Jenna Greer, publicist (San Diego)
Jordan Thomas, junior publicist (San Diego)
G. Insurance Coverage and Indemnification
Strausberg Group and J/PR confirm that, if selected, both agencies will provide the minimum insurance
coverage and indemnification as outlined in Attachment 1.
Client References
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Addendum 1 - Work Plans
Our Approach & Work Plan
At Strausberg Group, we tailor every initiative to maximize impact—no matter the budget. Our approach
is rooted in strategic thinking, creative excellence, and a deep commitment to delivering measurable
results.
Our work will be guided by the following goals:
• Develop a deep understanding of the destination—exploring its character, culture, and offerings
to inform authentic, compelling storytelling.
• Build awareness of La Quinta as a premier destination, ensuring it stands out in a competitive
travel landscape.
• Drive visitation by inspiring travelers and strategically positioning the city to attract high-value guests.
• Engage the local community and support business growth, fostering connections that contribute
to La Quinta’s long-term success.
With a flexible, results-driven approach, we will craft and execute a strategy that aligns with these
objectives—delivering impact at any budget level.
Work Plan #1 - $550,000
Our first step in developing a comprehensive marketing strategy and plan is to conduct a client-agency
kickoff meeting designed to immerse our team in the destination. This session allows us to gather key
assets, review existing research, and align on strategy. It also serves as a foundation for collaboration—
establishing strong working relationships, defining short- and long-term goals, outlining project
logistics, and setting clear timelines.
Media Planning
• Targeted Media Strategy – Develop a detailed media plan aligned with key audiences, seasonality,
and budget considerations to maximize impact.
• Digital-First Approach – Prioritize digital buys to ensure precise targeting, efficient spend, and
measurable results, reaching travelers at every stage of their journey.
• Data-Driven Optimization – Continuously track performance and refine campaigns to maximize ROI
and effectiveness.
• Strategic Traditional Placements – Leverage high-visibility opportunities, including targeted
placements at Palm Springs International Airport, to capture traveler attention.
• Actionable Insights & Reporting – Provide monthly reports highlighting successes, opportunities for
improvement, and strategic recommendations for ongoing optimization.
Addendum 1 - Work Plans
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Graphic Design & Creative Services
• Collaborative Expertise – A dedicated team of art directors, graphic designers, and copywriters,
skilled in both traditional and digital media, delivering creative solutions across branding/identity,
website design, print, video, OOH, and broadcast.
• Purpose-Driven Creativity – Designs tailored to effectively communicate the City’s diverse events,
experiences, and amenities, ensuring a connection with both visitors and the local community.
Brand Enhancement
• Comprehensive Brand Assessment – In-depth review of the existing visual identity and messaging,
identifying strengths to build on and opportunities for improvement.
• Strategic Brand Evolution – Refine and evolve La Quinta’s brand identity and platform, balancing
modern appeal with the city’s distinctive character. This includes fully evaluating and defining
La Quinta’s brand pillars, unique selling points, and where the destination fits into the competitive
landscape.
• Consistent Brand Direction – Develop and maintain a brand toolkit and style guide, updated
bi-annually, to ensure alignment across all communications.
Economic Development & Business Attraction
• Campaign Development & Media Strategy – Create a targeted campaign and supporting media plan
to increase visibility, attract businesses, and support the local economy.
• Messaging Framework – Develop a clear and impactful messaging guide to communicate the city’s
business advantages and opportunities.
Public Relations
• Strategic Planning & Partner Collaboration – Develop and execute a PR strategy that aligns with
business goals while working with partners to amplify initiatives and optimize marketing spend.
• Press Kit & Media Relations – Maintain an up-to-date press kit and foster proactive relationships
with local, target market, and national media.
• Creative Partnerships & Trend Insights – Explore creative collaborations that elevate the destination
and provide valuable insights into hospitality, travel, and tourism trends.
• Media Request Management & Pitch Calendar – Manage incoming press and influencer requests
and develop a proactive media pitch calendar to maintain consistent outreach.
• Expert Positioning & Award Submissions – Secure interviews and profiles for destination leadership
and lead relevant award submissions to enhance visibility.
• Media & Influencer Hosting – Target, vet, and facilitate individual media/influencer hosted stays
and experiences, ensuring alignment with goals, occupancy, and budget.
• FAM Trip Coordination – Organize one annual group FAM trip, including invitations, itinerary
development, travel arrangements, and follow-up.
• Crisis Messaging – Provide crisis messaging review and crafting, with up to five hours per month
allocated to this service.
Addendum 1 - Work Plans
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Digital Services
Digital Media Management
• Targeted Campaigns & Creative – Craft data-driven digital ads with engaging visuals and copy that
resonate with our target audiences.
• Performance & Optimization – Track campaign performance daily, making real-time adjustments
to maximize impact and ROI.
• Continuous Testing & Refinement – Employ ongoing A/B testing of creative, ad formats, and
targeting parameters to fine-tune our approach and deliver the most effective messaging.
Search Engine Optimization (SEO)
• SEO Audit & Site Optimization – Perform thorough SEO audits to fix errors and improve site
performance, ensuring optimal functionality and user experience.
• Keyword Strategy & Content Development – Conduct in-depth keyword research to guide content
creation, driving organic traffic, and engagement.
• Blog Creation & Campaign Landing Pages – Develop engaging blogs around high-search topics and
events, and create tailored landing pages to support targeted campaigns. Includes up to 12 blogs
per year.
Target Audience Focus
• Geo-Targeting & Behavioral Insights – Leverage geo-targeted and behavioral tactics to reach key
audiences in tourism, economic development, and the local community.
• Market Expansion – Test new geographic and audience segments to further elevate La Quinta’s
brand visibility and expand awareness.
Photography & Videography Services
• Annual Professional Shoot – One-day shoot capturing La Quinta’s lifestyle, dining, outdoor activities,
and local culture, including talent and full buyout rights.
• Expert Access – Access to a curated list of photographers and videographers with expertise in
travel and tourism.
Website Management
• Ongoing Updates – Maintain fresh, relevant content with regular updates to event calendars,
seasonal highlights, and homepage refreshes.
• Expert Maintenance & Support – Provide monthly site maintenance and dedicated access to our
web team for larger enhancements (up to 10 hours per month).
Addendum 1 - Work Plans
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Activations
• Innovative Engagement – Develop immersive experiences that captivate both visitors and locals,
from AI-generated postcards to exclusive desert pop-up dining in unexpected locations.
• Strategic Programming – Execute one large-scale activation or two smaller, highly curated
campaign-driven experiences that align with La Quinta’s outdoor lifestyle and relaxation-driven
audience.
Annual Guide to La Quinta
• Beyond a Directory – Evolve the visitor guide into an editorial-driven insider’s resource, spotlighting
local businesses, hidden gems, and compelling stories that define La Quinta.
• Multi-Channel Storytelling – Extend key narratives across digital platforms, integrating guide content
into the website, social media, and marketing campaigns.
• End-to-End Production – Oversee all aspects of design, layout, print coordination, and regional
distribution to maximize reach and impact.
Addendum 1 - Work Plans
Deliverable Description Estimated Costs
Work Plan #1 - $550,000
Media Planning (Leisure & Economic Development)
Goals, KPIs, target audience definition, media strategy,
$20,000
creative strategy, campaign timelines, media channels & platforms,
budget allocation
Ad Spend Google: Search, display, PMax $75,000
Social: Facebook, Instagram, LinkedIn, TikTok $22,000
Traditional: PSP Airport $40,000
Brand Enhancement Brand audit, enhanced identity and platform, updated brand guide $30,000
Economic Development Messaging framework, website content $15,000
Photography & Videography A one-day professional photographer/videographer, talent, $50,000
stylist, hair & makeup
Annual Guide Printing Printing of a 5.5x8.5 guide, 5,000 copies $4,000
J/PR On-Going Services
Strategic planning, press kit, partnerships, trend reports,
media relations, influencer request management, pitch calendar, $115,000
one FAM, crisis management
Graphic & Creative Services - Campaign creative, general graphic
design support, photo/video shoot pre/post production,
on-site art direction, annual guide content, and design
Digital Services - Digital media optimization & management,
target audience insights, monthly reporting, SEO audit,
Strausberg On-Going Services keyword research, content calendar, blogs (12) $179,000
Website Management - Bi-weekly content updates, seasonal highlights,
ongoing maintenance, web developer for larger scale projects, and
UI/UX (up to 10 hours per month)
Activations - Ideation, activation development, artwork, execution,
on-site staffing (1 staff member, 1 day)
Grand Total $550,000
Our agency retainers are based on estimated hours to service the account, with unused hours rolling over to the next month. If needs change,
the retainer may be adjusted accordingly. Third-party expenses outside the approved scope are not included and will be billed separately. Any
retainer adjustments will be discussed and agreed upon as needed.
($14,916/month)
($9,583/month)
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Work Plan #2 - $750,000
Our expanded work plan builds upon Work Plan #1, adding the following enhancements:
Expanded Media
• Expanded Digital Campaigns – Expanded reach in key drive and direct fly markets. Development of
additional campaigns/creative.
• Opportunistic Traditional – Consider strategic print, OOH, and expanded partnership with
PSP airport.
Public Relations
• Additional FAM – Two (2) group FAM trips annually; goal of 4-5 media and/or influencers. J/PR to
manage invitations, itinerary development, booking travel, client preparation, and post-trip follow up.
One (1) J/PR representative to staff FAM trips.
Photography & Videography Enhancements
• Event & B-Roll Capture – An additional photo and video shoot focused on event coverage and
dynamic destination b-roll, without talent.
Brand Awareness & Audience Insights
• Online Brand Perception Survey – Conduct a targeted digital survey to gauge visitor awareness,
perceptions, and sentiment toward La Quinta. The survey will be distributed through email
marketing, social media, and digital ads to reach past visitors, potential travelers, and residents.
Addendum 1 - Work Plans
Deliverable Description Estimated Costs
Work Plan #2 - $750,000
Media Planning (Leisure & Economic Development) Goals, KPIs, target audience definition, media strategy, $25,000
creative strategy, campaign timelines, media channels & platforms,
budget allocation
Ad Spend Google: Search, display, PMax $125,000
Social: Facebook, Instagram, LinkedIn, TikTok $50,000
Traditional: PSP Airport $75,000
Brand Enhancement Brand audit, enhanced identity and platform, updated brand guide $30,000
Economic Development Messaging framework, website content $15,000
Photography & Videography A one-day professional photographer/videographer, talent, $75,000
stylist, hair & makeup
A one-day event/b-roll photo/video shoot without talent
Annual Guide Printing Printing of a 5.5x8.5 guide, 5,000 copies $4,000
J/PR On-Going Services Strategic planning, press kit, partnerships, trend reports,
media relations, influencer request management, pitch calendar, $157,000
one FAM, crisis management ($13,083/month)
Graphic & Creative Services - Campaign creative, general graphic
design support, photo/video shoot pre/post production,
on-site art direction, annual guide content, and design
Digital Services - Digital media optimization & management,
target audience insights, monthly reporting, SEO audit,
Strausberg On-Going Services keyword research, content calendar, blogs (12) $194,000
Website Management - Bi-weekly content updates, seasonal highlights,
ongoing maintenance, web developer for larger scale projects, and
UI/UX (up to 10 hours per month)
Activations - Ideation, activation development, artwork, execution,
on-site staffing (1 staff member, 1 day)
Grand Total $750,000
Addendum 1 - Work Plans
($16,167/month)
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Work Plan #3 - $900,000
Our top-tier work plan builds upon Work Plans #1 and #2, introducing additional high-impact
strategies and refined tactics to amplify the City of La Quinta’s brand. With increased resources, we
are able to focus on larger-scale activations, deeper market penetration, and enhanced creative
initiatives that drive greater visibility and engagement.
Further Expansion of Photography & Videography
• Two Annual Shoots – Conduct two professional photo/video shoots annually with a professional
team, including photographer, stylist, hair & makeup artist, and approximately five talent.
• Economic Development Video – Produce a two-minute video showcasing why La Quinta is an
ideal business destination, featuring sound bites from key business leaders, infographics, and a
call to action. Includes cut-downs for social media.
• Drone & Timelapse Footage – Incorporate drone and timelapse photography to highlight
La Quinta’s landscapes, trails, and cityscape in an engaging way.
Deliverable Description Estimated Costs
Work Plan #3 - $900,000
Media Planning (Leisure & Economic Development) Goals, KPIs, target audience definition, media strategy, $30,000
creative strategy, campaign timelines, media channels & platforms,
budget allocation
Ad Spend Google: Search, display, PMax $140,000
Social: Facebook, Instagram, LinkedIn, TikTok $74,000
Traditional: PSP Airport, OOH, strategic regional/national print $115,000
Brand Enhancement Brand audit, enhanced identity and platform, updated brand guide $30,000
Economic Development Messaging framework, website content $15,000
Photography & Videography Two one-day professional photo/video shoots, talent, stylist, $100,000
hair & makeup
Economic Development promo video $20,000
Annual Guide Printing Printing of a 5.5x8.5 guide, 5,000 copies $4,000
J/PR On-Going Services Strategic planning, press kit, partnerships, trend reports, media relations,
influencer request management, pitch calendar, two FAMs, $157,000
crisis management ($13,083/month)
Graphic & Creative Services - Campaign creative, general graphic
design support, photo/video shoot pre/post production, on-site art
direction, annual guide content, and design
Digital Services - Digital media optimization & management,
target audience insights, monthly reporting, SEO audit,
Strausberg On-Going Services keyword research, content calendar, blogs (12) $215,000
Website Management - Bi-weekly content updates, seasonal highlights,
ongoing maintenance, web developer for larger scale projects, and
UI/UX (up to 10 hours per month)
Activations - Ideation, activation development, artwork, execution,
on-site staffing (1 staff member, 1 day)
Grand Total $900,000
Addendum 1 - Work Plans
($17,917/month)
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Some thinking before the thinking even starts
While our creative development process typically follows an in-depth analysis of the destination’s
positioning, we wanted to share some initial creative ideas to start the conversation.
The creative concepts on the following pages were developed with these key insights in mind:
• La Quinta is not just “The Gem of the Desert,” it’s the hidden gem of the desert, just waiting
to be discovered. We want to invite guests to experience this lesser known destination.
• The campaign must be dynamic and adaptable, giving us the freedom to highlight the many
different facets of the destination. This allows us to tailor messaging for our core markets
(leisure, business development, community engagement) and seasonality.
Addendum 2 – Creative Concepts
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Addendum 2 – Creative Concepts
Direction 1: A Treasure Revealed
Building upon the essence of ‘The Gem of the Desert,’ this direction unveils the destination’s brilliance
at every turn. Like a precious gem La Quinta reflects the magic of the desert—unique, captivating, and
full of life.
Beauty at
EVERY ANGLE
Where the
DESERT SPARKLES
The desert’s most
PRECIOUS
MOMENTS
Gem of the Desert
Gem of the Desert
Gem of the Desert
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Addendum 2 – Creative Concepts
Direction 2: Bask in Every Feeling
La Quinta isn’t just a destination—it’s a collection of unforgettable moments. We’ll emphasize
storytelling, experiences, and the emotional pull of a place that invites visitors and residents to create
lasting memories.
FIND YOUR PLACE
IN THE SUN.
DISCOVER THE
‘AHHH’ IN LA QUINTA
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Addendum 2 – Creative Concepts
Direction 3: Best of Both
La Quinta offers a rare combination of raw desert landscapes and refined, authentic experiences.
So let’s visually combine them.
DOWN & DIRTY
In La Quinta we get messy, then get pampered.
HIGH & DRY
La Quinta–your place to drink it all in.
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Why Strausberg
• Deep expertise in destination marketing and economic development campaigns.
• Proven ability to create visually compelling, high-impact branding campaigns.
• Strong media strategy and execution capabilities with a focus on ROI-driven results.
• Successful track record of integrating influencer marketing and video storytelling.
We are excited about the opportunity to collaborate with the City of La Quinta and bring its brand vision
to life. We welcome the chance to discuss this proposal in more detail and refine the approach based on
your feedback.
Thank you for your consideration.
Why Strausberg