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Hake Agency Marcie Graham City of La Quinta City Manager Department February 24, 2025 78495 Calle Tampico La Quinta, CA 92253 Dear Marcie, I’m Michelle Hake, Owner at Hake. As a California-based agency just under two hours from La Quinta, we know and appreciate the region’s unique mix of natural beauty, culture and community. La Quinta is more than a resort town—it’s a place where history, lifestyle and local character come together. It’s a community with a rich story, and we’d love to help tell it. At Hake, we specialize in brand marketing, advertising, and film production. Our agency was founded with a clear mission: to craft media that drives real-world results. We’re a team of seasoned creatives who ditched the big-agency bureaucracy to build something that actually feels human. We’ve worked on Super Bowl ads, HBO series, independent films, and major brand campaigns— but we love the opportunity to apply our expertise where we live, work and play. La Quinta is where sophistication meets adventure, from world-class golf to breathtaking desert landscapes and Old Town charm. We would be honored to craft a marketing campaign that captures its essence, draws visitors in and fosters community and economic growth. We look forward to connecting. Sincerely, Michelle Hake CFO/Executive Creative Director michelle@hake.agency P.S.- Also, I wanted to mention that all photos in our creative brief were shot yesterday! We had a great time strolling the Farmers Market. http://hake.agency 22965 Waters Drive Crestline, CA 92325 2025 Creative Proposal and Initial Concepts Note: All photography contained within this presentation was shot by Hake in La Quinta, California on Sunday, February 23rd 2025 About Us We are a collective of creatives who planted roots in a small mountain town in California, 90 mins outside of Los Angeles. Our goal is to lend our decades of production experience to our local community and beyond. We provide brand marketing, advertising, ﬁlm production, and creative and media services. Our team has worked extensively around the world. We’ve done our time with some of the largest advertising agencies in America, shot Super Bowl commercials, shaped HBO television series, fostered Independent ﬁlms, and created full immersive media global creative campaigns. We climbed to the mountain top, we looked around and all collectively realized that we wanted to do it differently, we wanted to forge something new. About You You’re likely feeling burned out, tired and stressed about the workload you’ve been shouldered with - you know what you want to produce but keep running into barriers in the form of lack of hours in the day, unreliable partners or slow, or non-existent internal processes. Our goal is to free up your time so you can focus on the important big picture asks. We strive to effectively provide value for your organization. We’re not Don Draper’s ad agency, We’re not your frat brothers agency. We’re an extension of your team. We’re the people who make your problems go away. We can make that million dollar project look like ten million by focusing your spend on what matters and leveraging our low overhead and intentionally lean corporate structure. We’ve worked in the bloated ad agency model for long enough and have decided to break that mold. Looking at the current work, we don’t see a need for a ground-up redesign or rebranding. The core visuals, photography style and graphic design could use an evolution, not a revolution. With this in mind, we’ll work closely with your team to develop a new annual coverage calendar using a multi-channel approach to maximize your production dollars. This proposal will cover the following topics: •State of La Quinta Today •Strategic Ideas •Creative Examples •Relevant Case Studies & Capabilities These are all intended to be directional and start a conversation rather than being carved into stone. We’d love to discuss any of these ideas further. Let’s Get Started After analyzing your current systems and structure, we would like to focus on simpliﬁcation, clarity of messaging and uniﬁcation of design. What this means from a day-to-day perspective is working very closely with your team to keep to planned production and creative by leveraging a comprehensive playbook as well as in- person reviews and planning sessions. We will work to consolidate production work to feed out to all of your owned channels, and expand the capabilities within these channels. Our outside-looking-in analysis shows the following active channels: •Primary Marketing Website (https://www.playinlaquinta.com - Wordpress) •Government Website (https://www.laquintaca.gov/ - govAccess) •Instagram •YouTube •Facebook •Mailchimp Email Marketing •Gov Email List •Annual Visitor Guide As we work to plan engagements throughout the year, we will scope around deliverables tailored for each of these channels (both from a technical and a messaging perspective). With our nearby proximity it makes sense to aim for monthly production days, allowing us to maintain a current, active and engaging content calendar. Marketing Site Mailchimp Instagram YouTube Facebook Gov Site Quail Mail 2.0 Visitor Guides The current ecosystem lacks connective tissue. Before we jump into production, we will collaborate to produce an annual strategy working from previous years’ data for benchmarking. We want to focus our efforts on channels that are currently working, but also expand our offerings based on industry best practices. Based on past years’ work, it seems that the bulk of the investment has been placed into the production of the annual guidebook - we love the tactile nature of physical books but believe we can augment this content with more engaging high-quality digital content distributed consistently across all channels. The printed books will continue to be a widespread entry point, but instead of a standalone document it will be the doorway into the larger, ever-updated and refreshed digital landscape. We propose expanding the online video, editorial and short-form content role within your organization – this will include augmenting www.playinlaquinta.com beyond a static brochure into the core of all city events and a central hub for all the content we produce. The current site does not give your audience a reason to return – we will change that. The current strategy seems most fully realized through the “Uncovering the Gems” video series produced by Madden Media; this is a fantastic starting point that needs to be expanded to cover all aspects of engagement with the city as a brand, rather than an isolated ﬁve-video campaign. We will expand this to a weekly content release schedule with our team covering all major events in the city throughout the year. PlayInLaquinta.com Our production and strategic plan will allow our creative work to live across all channels, formatted to how each medium’s users chooses to consume content. Create Connection MailchimpInstagram YouTube Facebook Visitor Guides Areas of Focus Again, we will keep our high level focus on simpliﬁcation, clarity of messaging and uniﬁcation of design. We will additionally judge our work and concepts against the following tactical strategic pillars. Tell Human Stories Every city is deﬁned by its people. How can we help amplify these real human stories? We will expand the existing high-production video series and bring that “local” charm to as many elements of our creative output as possible. Showcase Activity Similar to our ﬁrst pillar, we will focus on showing the lively and bustling nature of the city. This means no more photographs of empty restaurants and golf courses. The energy of the city is what draws people in, so we need to show this. An easy example of this will be consistent event coverage for all city events. Foster Community Pride Without turning into an echo chamber for locals, we want to consistently highlight the things that make La Quinta great; our content will serve as a beacon for the community to rally behind. Provide Clear Next Steps Across all of our content and web properties, we need to provide an action for our users to take - this means if we’re talking about local restaurants we provide a “book your reservation” button, or if we’re talking about the history of Old Town we provide a link to a guided tour, etc. Reach is not enough; we want actual human engagement. Creative Examples Your New Website Our ﬁrst priority will be to deﬁne, design, develop and deploy a new www.playinlaquinta.com by the end of Q3 2025. This will become the centerpiece of all of our content, editorial, video and marketing efforts. As this site expands into a consistently updated and regionally relevant source of information, we will ﬁnd our repeat visitors and engagement numbers will increase exponentially. Elevated Social Media We will combine our production efforts between all channels - as we produce website content we will capture social media formatted assets. This will shift the online presence from feeling disconnected both in visual and in messaging to a uniform extension of the La Quinta brand. Efficient and Effective Email Marketing Looking at the current implementation across the two web properties, it looks like Mailchimp is being utilized for the “marketing” side of things with the Quail Mail 2.0 for more local utilities / notiﬁcations. We recommend a new uniﬁed design system as well as investing in a simple welcome ﬂow / journey map within Mailchimp. Signing up for a mailing list is a huge hand raise, and we’re currently not giving those hand raisers any information. A simple 2-3 email welcome series before going into the general event mailing list would immediately reward a newsletter signup. Bring our digital experience into the real world. As we work to connect all of our digital properties together more seamlessly, we will build out a more substantial brick & mortar campaign highlighting our events as well as ongoing campaigns such as Restaurant Week, Shop Local activities or major events. Capabilities &  Case Studies Account Services We focus on transparency and clear communication. Our account team will be available to you throughout every engagement. Strategy From the smallest quark of an idea - we help structure, deﬁne and build an actionable plan for your campaign, production or creative effort. Creative From Super Bowl commercials to local restaurant launches we’ve covered every aspect of creative production, strategy and execution. Production From half-day run and gun shoots to HBO television specials - we have handled every aspect of any productions, of any size. Media We provide full service handling of all aspects of media placement, bidding, purchasing and reporting. Operations Everyone needs deadlines. Our operations capabilities keep projects on track and in scope. Capabilities Our team brings decades of experience working in a variety of capacities with an extensive list of clients. This not-nearly exhaustive list provides a glimpse into some of them. Previous Work Case Study: Our Health, Our High Desert Amplifying a Rallying Cry for COVID-19 Awareness We partnered with Providence St. Mary Medical Center and San Bernardino County Public Health to craft a targeted campaign tailored to the unique needs of the High Desert. To establish trust and authenticity, we enlisted respected community leaders—handpicked for their local inﬂuence—to serve as the faces of the initiative. Their voices became the heart of the campaign, delivering a personal, compelling message on the importance of vaccination. Deliverables: Strategy, Video Production, Video Edit, Media, Graphic Design, Web Design & Development. watch the video Case Study: Crestline Chamber of Commerce Your Mountain Adventures Begin Here We partnered with Providence St. Mary Medical Center and San Bernardino County Public Health to craft a targeted campaign tailored to the unique needs of the High Desert. To establish trust and authenticity, we enlisted respected community leaders—handpicked for their local inﬂuence—to serve as the faces of the initiative. Their voices became the heart of the campaign, delivering a personal, compelling message on the importance of vaccination. watch the video Deliverables: Video Production, Video Edit, Media, Graphic Design, Web Design & Development. Case Study: Craft + Tailored Telling the story of remarkable people and the objects they create. At Hake, we designed a strategy to showcase Craft + Tailored’s exceptional collection and highlight the artistry and history behind each watch. We told the stories of these timepieces — where they came from, the legacy they carry, and the masterful care that goes into bringing them back to life. We told the stories of the collectors who have them and the enthusiasts who cherish them. watch the video Deliverables: Strategy, Video Production, Video Edit, Graphic Design, Web Design & Development, Social Media Management. Thank you www.hake.agency Proposal Details + References A. Intro 1) Cover letter Linked here. 2) Agency Contact Daley Hake P.O. Box 9258 Cedarpines Park, CA, 92322 daley@hake.agency 626.861.3519 3) Location of agency’s main office Hake 22965 Waters Drive Crestline, CA, 92325 4) Location of the office that would service this project Hake 22965 Waters Drive Crestline, CA, 92325 5) Validity statement All information, pricing, and terms outlined in this proposal are valid for a period of ninety (90) days from the date of issuance unless extended in writing by Hake. Any changes or modifications beyond this validity period may be subject to revised terms. B. Agency Background 1) Number of years in business Hake was founded in 2015, marking ten years in business. 2) Taxpayer identification number 87-2144091 3) Resumes of key personnel Uploaded to Dropbox here. 4) Ownership Hake is a California-incorporated S-Corporation, established on August 10, 2021. The company is owned by Michelle Hake and Daley Hake, with Michelle Hake serving as the majority owner. Prior to having an S Corp status, Hake was an LLC operating as Hake Productions. 5) Parent Company Hake is a fully independent entity with no parent company. We are a family-owned agency, free from corporate influence, allowing us to operate with complete creative and strategic autonomy. This independence ensures that our work is driven solely by our clients’ needs and our commitment to delivering impactful, results-driven campaigns. C. References These projects are also included with photos in our Creative Deck. Here is a link to the case study videos. 1) Project #1 - Our Health, Our High Desert: Amplifying a Rallying Cry for COVID-19 Awareness Client name - Providence and San Bernardino County Client Project Manager - Nicole Orr, Chief Philanthropy Officer Telephone number - 909-708-9394 Email - nicole.orr@providence.org 2) Project description Providence and San Bernardino County wanted to drive COVID-19 vaccination awareness and action across the High Desert. With a target of reaching 250,000 residents in Victorville and Apple Valley, they needed a strategy that would resonate deeply with the community and generate significant engagement. The goal was clear: create a meaningful, high- impact message that would capture attention and drive results. We partnered with Providence St. Mary Medical Center and San Bernardino County Public Health to craft a targeted campaign tailored to the unique needs of the High Desert. To establish trust and authenticity, we enlisted respected community leaders—handpicked for their local influence—to serve as the faces of the initiative. Their voices became the heart of the campaign, delivering a personal, compelling message on the importance of vaccination. To maximize impact, we implemented a multi-channel strategy, leveraging high-visibility Lamar billboards, digital advertising on Meta and Google, and commercials on Disney+, Hulu, and YouTube. We also expanded reach with radio spots on Spotify, a Cinemark theater campaign, and mobile footprint technology that ensured residents continued receiving targeted reminder ads on their phones after viewing. Additionally, we created an accessible bilingual website (English and Spanish), serving as a hub for vaccination information, resources, and messages from trusted local figures. Throughout, Hake was committed to seamless execution—ensuring that every aspect, from production to ad placements, ran smoothly and professionally. 3) Project start and end date The project launched in January 2024 and concluded in May 2024. 4) Staff assigned Daley Hake - Executive Producer, Director of Photography Michelle Hake - Executive Producer Curtis Harrison - Head of Production Erik Schiller - Head of Media and Marketing Strategy Chris Elkjar - Creative Director 5) Final outcome Our efforts far exceeded expectations. The original goal of 250,000 impressions was not only met but surpassed, reaching an impressive 8.6 million total impressions, with 4.9 million from the targeted demographic. The campaign also achieved a 34% average video view rate—twice the industry standard. Providence and San Bernardino County achieved measurable success, reinforcing our efforts to drive vaccination awareness and participation. Beyond the numbers, the campaign made a lasting impact by effectively engaging the community, fostering trust and encouraging critical action. Their investment translated into real progress, proving the power of strategic communication in public health initiatives. ____ 1) Project #2 - Crestline: Your Mountain Adventures Begin Here Client name - Crestline Chamber of Commerce Client Project Manager - Louis Boehle Telephone number - 909-338-2706 Email - info@crestlinechamber.org 2) Project description The Crestline Chamber of Commerce aimed to leverage their Transient Occupancy Tax funds from San Bernardino County to launch a marketing campaign to boost awareness, attract visitors, support local businesses, and highlight signature events. Targeting a 90- mile radius, the campaign focused on drawing in day-trippers seeking an easy getaway. Crestline positioned itself as an accessible, family-friendly destination—a hidden gem offering outdoor adventures, stunning scenery, and unforgettable experiences just a short drive away. Hake developed a comprehensive media campaign to elevate Crestline’s visibility and attract new visitors with the “Visit Crestline” commercial as its centerpiece. This dynamic 60-second ad highlighted the area’s outdoor adventures, vibrant events, and unique businesses, reaching a broad audience through strategic distribution on social media and YouTube. To further amplify the campaign, Hake launched VisitCrestline.org, a tourist- focused website offering essential travel resources, including lodging, dining, recreation, and trip-planning tools, supported by a targeted Google Ads campaign. Enhancing the visitor experience, a Visitor Guide and illustrated map was created, with 2,000 copies distributed at local businesses, events, and SoCal visitor centers. Additionally, the campaign introduced a new edition of the Crestline Magazine, a seasonal publication showcasing local attractions, with 10,000 copies distributed to hotels, short-term rentals, businesses, and welcome centers, as well as direct-mailed to targeted zip codes. 3) Project start and end date January 2022-August 2022 4) Staff assigned Daley Hake - Executive Producer Michelle Hake - Executive Creative Director 5) Final outcome The marketing campaign delivered impressive results, solidifying Crestline as a drive- worthy destination. Event attendance doubled from the previous year, with signature events like Corks & Hops and Jamboree Days drawing record crowds. The surge in visitors fueled the local economy, leading to the opening of dozens of new businesses and an uptick in home sales as more people chose to make Crestline their permanent retreat. Lake Gregory experienced unprecedented demand, selling out multiple weekends and reaching record-breaking attendance for the season. Local businesses saw a significant boost in foot traffic and sales, proving the campaign’s success in making Crestline a go-to getaway for those seeking adventure, relaxation, and a true mountain-town experience. ____ 1) Project #3 - Craft + Tailored Client name - Craft + Tailored Client Project Manager - Cameron Barr Email - cam@craftandtailored.com 2) Project description Craft + Tailored brings the elegance, history, and craftsmanship of classic watches to today’s discerning collectors and enthusiasts. Each watch tells its own unique story, blending precision with timeless style. Craft + Tailored was determined to tell stories of remarkable people responsible for making remarkable things. They wanted to establish themselves as a leader in the high- end vintage watch market. Their goal was to elevate the perception of vintage timepieces, offering exclusive, meticulously restored watches to a new generation of collectors. They needed to connect with watch enthusiasts who not only valued craftsmanship but also sought to add a piece of history to their collection. At Hake, we designed a strategy to showcase Craft + Tailored’s exceptional collection and highlight the artistry and history behind each watch. We told the stories of these timepieces — where they came from, the legacy they carry, and the masterful care that goes into bringing them back to life. We told the stories of the collectors who have them and the enthusiasts who cherish them. Through immersive photo and video content, we highlighted the uniqueness of each vintage piece while creating an aura of exclusivity and sophistication. 3) Project start and end date Our partnership with Craft + Tailored started in 2019 and is ongoing. 4) Staff assigned Daley Hake - Director of Photography Chris Elkjar - Creative Director 5) Final outcome. As a longtime partner we have helped Craft + Tailored grow both revenue and social media reach over the past 5 years. In this time the company has seen YoY growth of 30- 40% and was largely unaffected by the economic downturn caused by COVID-19. Our social media following has grown 1600% since we started our partnership. D. Disclosures Hake certifies that there have been no alleged significant prior or ongoing contract failures, civil or criminal litigation, or investigations pending involving our company. Furthermore, we have not been judged guilty or liable in any such matters. E. Warranty Hake is committed to delivering high-quality work that meets or exceeds project expectations. We guarantee that all deliverables will be executed with precision, professionalism, and in alignment with the agreed-upon scope. If any aspect of our work does not meet the outlined standards due to an error or omission on our part, we will promptly address and resolve the issue at no additional cost. Our priority is to uphold the highest standard of excellence, ensuring every project delivers lasting value and impact. F. Subcontracting We operate as a full-service agency, ensuring seamless project execution. However, for specialized services that fall outside our core offerings, we may engage subcontractors as necessary, based on the approved scope of work and project requirements. Any subcontracted vendors will be presented for your review and approval prior to engagement. G. Insurance If selected, Hake will provide the minimum insurance coverage and indemnification as outlined in Attachment 1, ensuring full compliance with the specified requirements. Budget Proposal In accordance with the City's request for three annual work plans, we have outlined comprehensive budget options at the $550,000, $750,000, and $900,000 levels. Each budget includes all agency fees, retainers, and a breakdown of costs to ensure full transparency and alignment with the project's goals. 1. Budget Option 1: $550,000 Strategic Focus: Foundational Multi-Channel Activation Budget Breakdown: Deliverables: •Comprehensive digital marketing strategy •Media placement across key platforms •Regular performance reports and optimization •Updated brand assets and guidelines •Video production + photography for ads, website and social media •Community engagement events •Bi-annual brand toolkit updates Our $550K tier delivers a complete, integrated marketing solution built on comprehensive creative production, digital strategy and immersive initiatives that engage your audience across multiple channels. We provide everything outlined in the RFP with no hidden charges—ensuring maximum value from day one. For higher tiers, any additional budget is dedicated to expanding your reach. Agency Fees & Retainers $110,000.00 20% Media Planning & Placement $115,000.00 21% Creative $325,000.00 59% TOTAL $550,000.00 2. Budget Option 2: $750,000 Strategic Focus: Expanded media reach Budget Breakdown: For the $750K tier, our strategy centers on amplifying La Quinta’s visibility through a boosted media presence. We’re ramping up our investment in media planning and placement so that we reach a wider audience. This option builds on our proven creative and engagement deliverables, extending your brand’s impact across more platforms and tapping into new audience segments. 3. Budget Option 3: $900,000 Strategic Focus: Maximum Media Impact Budget Breakdown: At the $900K level, we take expansion a step further. With a larger portion dedicated to media spend, this tier is designed to not only broaden your reach but also to penetrate untapped markets and digital channels. Our goal here is to create a more pervasive brand presence by maximizing exposure, deepening engagement and ultimately driving sustained community growth. Agency Fees & Retainers:$150,000.00 20% Media Planning & Placement:$275,000.00 37% Creative $325,000.00 43% TOTAL $750,000.00 Agency Fees & Retainers:$180,000.00 20% Media Planning & Placement:$395,000.00 44% Creative $325,000.00 36% TOTAL $900,000.00 Budget Summary Our budget strategy is all about offering full-service value at every level, with the key difference being the amount invested in media spend. At the baseline $550K option, you get a complete package that covers everything—from digital strategy and creative production to activations and updated brand assets. The higher tiers, at $750K and $900K, include all these same deliverables while allocating a larger portion of the budget to media planning and placement, which means an expanded reach and increased brand visibility. This approach ensures that you're getting a robust foundation with the ﬂexibility to scale your advertising efforts as needed. If awarded the contract, Hake would work with the La Quinta team to further develop an itemized budget that breaks down these larger categories. We're committed to transparency and ensuring every dollar you invest delivers maximum value.