Sensis Agency TechnicTe
RFP22-002 Public Awareness Campaign Services 0
Client logo
PROPOSAL
City of La Quinta
RESPONSE
Marketing, Branding, Campaign
Development & Digital Marketing
Services
February 24, 2025
Sensis Point of Contact
Jose R. Villa
President
jrvilla@sensisagency.com
(562) 620-3491
Marketing, Branding, Campaign
Development & Digital Marketing Services
TABLE OF CONTENTS
1 Cover Letter ........................................................................................................................ 1
2 Agency Background and Experience ................................................................................... 4
2.1 Agency Profile ............................................................................................................. 4
2.2 Experience & Relevant Projects .................................................................................. 5
2.2.1 Tourism, Branding & Public Sector Experience .................................................... 5
2.3 Proposed Team ......................................................................................................... 15
2.3.1 Staffing & Org Structure ..................................................................................... 15
2.3.2 Key Personnel Resumes ................................................................................... 16
2.4 Creative Capabilities and Innovation ......................................................................... 23
2.4.1 Approach to Creative Excellence ....................................................................... 23
2.4.2 Portfolio of Work Samples ................................................................................. 24
3 References ........................................................................................................................ 42
4 Opportunity & Recommendations ...................................................................................... 44
4.1 La Quinta’s Lifestyle and Brand Image ...................................................................... 44
4.1.1 Brand Evaluation: Strengths & Opportunities ..................................................... 44
4.1.2 Initial Recommendations for Brand Evolution ..................................................... 45
4.2 Strategic Vision for La Quinta Marketing .................................................................... 49
4.2.1 La Quinta Integrated Marketing Strategy ........................................................... 49
5 Work Plan ......................................................................................................................... 53
5.1 Marketing Approach .................................................................................................. 53
5.1.1 Public Relations and Community Engagements Recommendations .................. 54
5.1.2 Economic Development PR & Events Recommendations .................................. 56
5.1.3 Community Activations Recommendations ........................................................ 58
5.1.4 Measurement & Reporting Recommendations ................................................... 61
5.2 Scope of Work ........................................................................................................... 62
6 Cost and Price .................................................................................................................. 67
6.1 Budget Breakdown by Service Area .......................................................................... 67
6.2 Pricing Options .......................................................................................................... 67
7 Disclosures ....................................................................................................................... 71
8 Warranty ........................................................................................................................... 71
9 Subcontracting .................................................................................................................. 71
10 Insurance Coverage ...................................................................................................... 71
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1
1 COVER LETTER
February 24, 2025
Marcie Graham
Marketing Manager
City of La Quinta
78495 Calle Tampico
La Quinta, CA 92253
Dear Ms. Graham and the City of La Quinta Selection Committee:
On behalf of Sensis, I am pleased to submit our proposal to provide Marketing,
Branding, Campaign Development & Digital Marketing Services for the City of La
Quinta. As the only fully integrated, Southern California-based marketing agency
capable of executing every aspect of La Quinta’s marketing strategy in-house, we offer
an unmatched ability to seamlessly collaborate, stretch budgets further than any
competitor, and deliver authentic, data-driven, culturally relevant campaigns that
inspire visitors and drive economic impact.
La Quinta is an iconic luxury-meets-adventure destination, and we recognize the city’s
unique position in the Coachella Valley as a hub for outdoor recreation, world-class golf,
vibrant arts, and a growing community of residents and visitors drawn to its laid-back yet
upscale desert lifestyle. This proposal outlines a comprehensive brand development,
marketing, and digital engagement strategy designed to elevate La Quinta’s national
and regional visibility, attract a broader audience, enhance visitor engagement, and
support economic development initiatives.
Why Sensis?
• Deep Local Expertise – Sensis has extensive experience marketing
destinations in Southern California, ensuring our strategies authentically resonate
with key visitor demographics.
• Fully Integrated In-House Capabilities – Our team provides branding, creative
design, media buying, PR, social media, influencer marketing, digital advertising,
and economic development marketing—all under one roof, allowing for cost
efficiencies, faster execution, and unified messaging.
• Proven Destination Marketing Success – We have successfully rebranded and
marketed destinations including the LA Waterfront, OC Fair, Metrolink, and
Anaheim Transportation Network, delivering campaigns that increase visitation,
engagement, and economic activity.
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• Data-Driven, Multicultural, and Digital-First Approach – We leverage
advanced analytics, audience segmentation, and cultural insights to reach and
convert high-value travelers across targeted U.S. and Canadian markets.
Our Approach
In alignment with the City of La Quinta’s RFP objectives, Sensis will:
1. Evolve La Quinta’s brand strategy – Refresh brand style guides, taglines, color
palettes, and messaging to better reflect the modern luxury and adventure
appeal of La Quinta.
2. Execute high-impact advertising and media campaigns – Develop and
implement targeted digital, social, print, and out-of-home media to attract high-
value travelers from key feeder markets.
3. Engage visitors through storytelling and influencer marketing – Utilize
immersive content, video storytelling, and influencer partnerships to enhance La
Quinta’s digital presence.
4. Optimize year-round visitation – Implement seasonal and event-based
promotions to drive visitation beyond peak seasons.
5. Support economic development efforts – Position La Quinta as a business-
friendly destination by promoting local investment, remote work opportunities,
and small business growth.
We have outlined three strategic budget scenarios ($550K, $750K, and $900K) to
provide a scalable, results-driven solution that aligns with the City’s marketing needs.
Commitment to La Quinta’s Success
Sensis is passionate about bringing La Quinta’s brand to life in a way that captivates
travelers, engages locals, and fuels economic growth. We are excited about the
opportunity to collaborate with your team and look forward to helping build your
positioning as the premier desert destination for today’s travelers.
If selected, our LA and Orange County offices will be supporting the City of La Quinta.
Our LA-area Glendale office is our main office. Sensis affirms that all information and
pricing provided in the proposal is valid for at least ninety (90) days.
We thank you for your consideration and look forward to the opportunity to discuss our
experience, people, and thinking with your team further!
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Sincerely,
Jose R. Villa
President
Sensis
1651 S Central Ave, Suite A
Glendale, CA 91204
jrvilla@sensisagency.com
(562) 620-3491
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2 AGENCY BACKGROUND AND EXPERIENCE
2.1 AGENCY PROFILE
Sensis is the only fully integrated, Southern California-based marketing agency capable
of executing every aspect of La Quinta’s marketing strategy in-house. With over 25 years
of experience in destination marketing, Sensis has successfully elevated tourism brands
like the OC Fair, LA Waterfront, and Anaheim Transportation Network by delivering data-
driven, culturally relevant campaigns that inspire visitors and drive economic impact. Our
deep expertise in the Coachella Valley enables us to authentically connect with target
audiences, maximize budget efficiency, and create seamless, multi-channel marketing
programs that position La Quinta as a premier destination while ensuring measurable
results and long-term community engagement.
Sensis is a fully integrated marketing agency, offering clients a turnkey of services
including advertising, creative development, media buying, public relations, digital
marketing, web development, research, and analytics all in-house.
• Locations: Glendale, CA; Seal Beach, CA; Washington, DC; Atlanta, GA; Austin,
TX
• Years in business: 26 years
• Number of employees: 97
• Taxpayer Identification Number: 20-2484749
• Agency Ownership: owned 100% by our Founder and President, Jose Villa
• Organizational Structure: California Chapter S Corporation
• Date of Incorporation: 05/02/2005
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2.2 EXPERIENCE & RELEVANT PROJECTS
2.2.1 TOURISM, BRANDING & PUBLIC SECTOR EXPERIENCE
Sensis brings extensive tourism, branding, and public sector marketing experience,
having successfully elevated destinations such as the OC Fair, LA Waterfront, and
Metrolink. As the only fully integrated, Southern California-based agency capable of
executing La Quinta’s marketing strategy in-house, we ensure seamless collaboration,
cost efficiency, and authentic audience engagement. Leveraging our deep local
expertise in the Coachella Valley, we craft data-driven, culturally relevant campaigns
that maximize budgets, inspire visitors, and drive long-term economic impact for the City
of La Quinta.
ANAHEIM TRANSPORTATION NETWORK
Anaheim Transportation Network (ATN) sought to increase
awareness and ridership of its ART and EVE transit services
among tourists visiting the Anaheim Resort
area. Given the competitive landscape of
transportation options, including rideshare
services like Uber and Lyft, ATN needed a
strategic marketing campaign that would
effectively target visitors before their arrival and
encourage them to use ART buses and EVE
vehicles. Sensis was engaged to develop a
targeted, data-driven campaign that would
position ART and EVE as the seamless, cost-
effective, and reliable choice for navigating
Anaheim’s premier attractions.
Challenges
• Competitive Landscape: Rideshare services dominate visitor transportation
choices, making it critical to highlight the unique value proposition of ART and
EVE.
• Low Awareness: Many visitors were unaware of the ART and EVE services
before arriving in Anaheim, making pre-arrival outreach essential.
• Consumer Expectations: Tourists who meticulously plan their vacations expect
transportation options to fit seamlessly into their itinerary.
• COVID-19 Impact: Ridership had declined post-pandemic, and ATN needed a
strategy to recover and surpass previous engagement levels.
Solution
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Strategic Targeting - Sensis implemented a pre-arrival marketing strategy aimed at
tourists during their trip-planning phase. The campaign targeted:
• Visitors researching Disneyland Resort, hotels, and travel options in Anaheim.
• Tourists booking flights, hotels, and vacation packages in Southern California.
• Influencers and travel bloggers promoting Anaheim attractions.
Messaging Framework - The campaign was built around the “Just As Planned”
messaging theme, reassuring travelers that using ART and EVE would provide a
predictable, hassle-free experience. This message aligned with consumer insights
indicating that tourists value cost transparency, reliability, and efficiency in
transportation.
Multi-Channel Media Approach - Sensis leveraged an integrated media mix,
emphasizing high-visibility platforms where potential riders would engage with travel
content:
• Digital Display & Video Ads: Targeted placements on travel planning websites
(Expedia, Hotels.com) and social media (Facebook, Instagram, YouTube,
TikTok).
• Paid Search & SEO Optimization: Ensured ART and EVE appeared in search
results when visitors looked up transportation options for Disneyland and
Anaheim.
• Influencer & Blogger Partnerships: Engaged key travel content creators to
showcase the convenience of ART and EVE.
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• Hotel & Airport Signage: Provided branded marketing materials, QR code
flyers, and digital content for front desks at Anaheim-area hotels and John
Wayne Airport.
Results
The campaign only launched recently so results are forthcoming.
By strategically targeting visitors during their trip-planning process and reinforcing ART
and EVE’s unique benefits, Sensis helped ATN achieve measurable growth in
awareness and ridership, solidifying ART as a premier transit choice for Anaheim
tourists.
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OC FAIR & EVENT CENTER
Sensis was the Agency of Record for OC Fair from 2013 to 2022.
Sensis developed annual media campaigns designed to meet two
objectives: to increase overall attendance and attract culturally
diverse attendees to the annual OC Fair. Sensis was responsible for
strategic planning, creative concepting and production of TV and
radio campaigns, media planning and buying to support the annual OC Fair,
Imaginology, Heroes Hall, Pacific Amphitheatre Concert Series, Centennial Farms and
other special events.
Challenges
Break through the crowded competitive landscape of local attractions to drive attendance
across a broad range of age and ethnic groups in Southern California for the annual 23-
day county fair.
• Drive fair attendance across a broad range of age and ethnic groups in Southern
California annually
• Break through the crowded competitive landscape of local attractions targeting
limited family budgets
• Integrate new creative material with existing client-produced material, particularly
in incorporating legacy B-roll footage in fresh new TV executions
The integrated paid media campaign we planned and implemented every year for the
OC Fair targeted a diverse population of White, Hispanic, Asian, and African American
adults ages 21-44 in Orange County, southern LA County, and Riverside County. Our
annual media plan ranged from $1.5-2M in working media.
Solutions
We developed a compelling and authentic creative campaign returning the OC Fair to its
agricultural roots. Our 3-year “Farm-centric” creative campaign helped differentiate the
OC Fair in a crowded environment while leveraging the trend towards farm-to-table
interest. In order to maximize limited budgets, we have utilized hyper-focused, geo-
targeted digital media in conjunction with awareness building TV, OOH, and radio as well
as front-loading media weight, while doubling our added value year over year.
In order to maximize the budget, we use hyper-focused, geo-targeted digital media in
conjunction with awareness building offline media such as TV, Outdoor, and radio as well
as front-loading media weight.
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Sensis also produced several TV spots, seamlessly integrating original photography and
motion graphics with internal OC Fair photo, video and graphic assets. To maximize cost
efficiencies, Sensis wrote custom jingles in English and Spanish to the same instrumental
piece of stock music, which played over the TV spots in :30 and :10 second edits, and
also played in extended :45 second length for radio (leaving :15 seconds of instrumental
only background for on-air live reads by radio station DJs with custom weekly promotional
offer versioning).
Our creative work has helped position the Fair as a unique family-friendly event, with a
returned focus on the Fair’s agricultural history.
https://vimeo.com/177462587
Outcomes
For nine years, we consistently delivered attendance growth year-over-year, while some
fairs were experiencing attendance decline. Bucking the trend of media costs increasing
every year, Sensis aggressively negotiated rates, resulting in lowering media costs by an
average of 30% and 2x more added value with the same budget.
Our collaboration with the OC Fair was an astounding success, The numbers below
therefore reflect the average results of each of our nine annual campaigns:
• Total attendance of 1,301,445 fairgoers
• Total food sales of $23.1 million (a $579,000 year-to-year increase)
• Total concert ticket sales of 151,619 to Pacific Amphitheater (an 8.5% annual year-
to-year increase)
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LA WATERFRONT
Sensis partnered with the Port of Los Angeles
(POLA) to develop and implement a series of
campaigns aimed at repositioning the LA
Waterfront as a premier tourism and recreation
destination. The objective was to increase awareness and drive traffic to the newly
redeveloped waterfront, leveraging strategic branding, digital marketing, and targeted
advertising campaigns. Over multiple initiatives, Sensis executed a brand refresh, visitor
attraction efforts, and a cruise ship campaign to reinforce the LA Waterfront’s unique
value as a must-visit, family-friendly destination.
Challenges
• Low Awareness & Perception Issues – Despite significant redevelopment, many
residents and tourists were unaware of the LA Waterfront’s attractions, retail
experiences, and ongoing events
• Competition from Established Destinations – Nearby tourist spots like Santa
Monica Pier and Downtown Disney overshadowed the LA Waterfront, requiring a
stronger brand identity and competitive differentiation
• Expanding the Audience – Traditional visitors were limited to local families and
history buffs; Sensis sought to expand the audience base to include younger
professionals, foodies, and multicultural tourists
• Seasonal Traffic Challenges –the LA Waterfront experienced fluctuating visitation
patterns, requiring strategies to attract tourists year-round
Solutions
Sensis executed several marketing and branding efforts to address these
challenges:
"Let’s Add Waterfront" Campaign
• Designed a highly targeted digital campaign to raise awareness, positioning
the LA Waterfront as an accessible and exciting day-trip option.
• Developed and placed digital banner ads, video pre-roll, and regional cinema
advertising showcasing the variety of attractions at the waterfront.
• Targeted key demographics, including multicultural families, young
professionals, and history enthusiasts through Facebook, Google ads, and
influencer marketingLA Waterfront Case Stud….
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Comprehensive Brand Refresh
• Conducted focus groups and creative testing to
refine the LA Waterfront’s identity, resulting in:
o A new logo that modernized its visual appeal.
o A new tagline: "The Playful Side of the Port",
reinforcing its leisure and entertainment
offerings.
o Updated brand guidelines that aligned with
regional tourism branding strategiesLA
Waterfront Case Stud….
Cruise Ship Campaign
• Recognizing the growing cruise industry at the Port
of Los Angeles, Sensis launched a campaign to
capitalize on cruise passengers arriving in San Pedro.
• Implemented geotargeted digital ads and partnerships with travel
influencers to encourage cruise tourists to extend their visit and explore local
attractionsLA Waterfront Case Stud….
Social Media & Influencer Engagement
• Partnered with social media influencers representing diverse interests (food,
history, adventure) to produce high-quality video content, generating over 80,000
engagements.
• Created an immersive digital storytelling strategy using 360-degree videos
and behind-the-scenes experiences
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Year-Round Destination Strategy
• Sensis developed an event-based
marketing approach, integrating
festivals, art shows, and local
happenings into the campaign
messaging.
• Implemented off-peak seasonal
promotions to sustain engagement
beyond peak tourism period
Outcomes
Sensis’s integrated marketing approach produced exceptional results, reinforcing the
LA Waterfront as a vibrant, must-visit destination:
• 78 million+ total annual impressions, significantly boosting brand awareness
• 62,000+ clicks to the LA Waterfront microsite, exceeding the industry
benchmark click-through rate (CTR) of 0.75% vs. 0.18% in 2016LA Waterfront
Case Stud….
• Social influencer collaborations generated 143,000 engagements,
demonstrating the power of authentic, experience-driven storytelling
• Tracked increases in visitation to LA Waterfront, increased cruise ship bookings
from 2022-2024
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2.3 PROPOSED TEAM
2.3.1 STAFFING & ORG STRUCTURE
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2.3.2 KEY PERSONNEL RESUMES
PROJECT MANAGER
Jeffrey McKinney – Director, Account Services
As Director of Account Services, Jeffrey oversees all Sensis LA-
based accounts, as well as directly managing key accounts
including AltaMed, Port of Los Angeles, and Center for Elders
Independence. Jeffrey’s highly collaborative approach to working
with clients and agency resources has routinely generated
solutions to highly complex business challenges that strike a
balance between short-term needs and long-term aspirations. His
work on fully integrated campaigns has included re-branding
efforts, multiple product launches, highly targeted retail efforts and robust marketing
partnerships.
EXPERIENCE
Director of Accounts Services | Sensis | Los Angeles, CA 2017 – Present
Leads development and execution of marketing campaigns, on both the agency- and
client-sides of the business, including rebranding efforts, multiple product launches,
highly targeted retail efforts, and robust marketing partnerships.
President | Subterranean Marketing | Los Angeles 2015 – 2017
Created and launched a marketing consultancy dedicated to bringing consumer
brands and professional musicians together to create robust and powerful marketing
partnerships.
Vice President of Marketing | BoostUP | Los Angeles, CA 2014 – 2014
Played a key role as a member of the Leadership team in the launch of BoostUp, an
online savings platform that enables users to save for a new home, car, vacation, or
wedding through an unrivalled combination of tools and partners such as Hyundai and
Quicken Loans.
Account Director | David & Goliath | El Segundo, CA 2001 – 2013
Played a major role in the development, management, and retention of Kia Motors.
This included multiple product launches, the creation and development of the Tier II
marketing program, highly targeted retail efforts and marketing partnerships. During
this time Kia grew from a 3-vehicle line-up to 12 vehicles with 12 consecutive years of
sales increases, making Kia the fastest growing car brand in the U.S.
EDUCATION
Pepperdine Graziadio Business School | Los Angeles, CA 1995 – 2000
M.B.A., General
University of Colorado Boulder | Boulder, CO 1985 – 1989
B.A., Communications
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KEY PERSONNEL
Creative Director
Javier San Miguel – Group Creative Director
A brilliant creative mind with over two decades of experience
covering the full spectrum of advertising creative development,
Javier combines a modern sensitivity with a classic ad man’s
diligent work ethic to produce powerful messaging for a variety of
campaigns. Javier’s background in bilingual copywriting comes
through in his captivating brand narratives that engage, provoke,
and convert audiences across cultures and languages through
both traditional and digital means. As Group Creative Director,
Javier has provided creative leadership across all Sensis offices
for almost a decade, overseeing tasks from initial brainstorming, research and
messaging to digital and analog media production.
EXPERIENCE
Group Creative Director | Sensis | Los Angeles, CA 2007 – Present
Provides creative leadership and oversees all advertising creative development across
all Sensis offices, from initial brainstorming, research, and messaging to digital and
analog media production. Javier’s strong brand work includes the AltaMed “Grow
Healthy” campaign which he developed, San Diego Gas & Electric, Port of Los
Angeles, OC Fair, UCLA Extension, U.S. Army, FDA Smokeless Tobacco Prevention
Campaign, Sempra Energy, U.S. Department of Homeland Security, Cal State LA, and
many more notable public and private clients.
Senior Copywriter | Cruz/Kravetz: IDEAS | Los Angeles 2005 – 2009
Wrote, edited and produced bilingual and English-only advertising/marketing content for
radio, TV, print, outdoor, in-store POS, direct mail, brochures, FSIs, signage, coupons.
Also worked with Art Director to develop creative and brand strategies and directed radio
productions and TV productions for Denny’s Restaurants, Wellpoint (Blue Cross,
Anthem, UniCare), El Pollo Loco Restaurants, H&R Block, IDT Financial, Activate
Beauty and Telacris.
Senior Copywriter | La Agencia de Orci & Asociados 2005 – 2007
Wrote and produced bilingual and English-only TV, radio, print and direct mail for
Verizon Long Distance, Verizon Corporate, CitiFinancial, Allstate Insurance, Honda and
Splenda.
Copywriter | Castells & Asociados | Los Angeles 2004 – 2005
Wrote and produced bilingual and English-only TV, radio, print, outdoor, and direct mail
campaigns, in-store POS, signage, FSIs and coupons for Comcast, McDonald’s
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Restaurants, Time Warner Cable, LA Cable Co-Op, Safeway/Vons Supermarkets,
Health Net, Knott’s Theme Parks & Ryland Homes.
EDUCATION
USC School of Cinematic Arts | Los Angeles, CA 1994 – 1999
M.F.A., Film-TV Production
Princeton University | Princeton, NJ 1989 – 1993
B.A., English Literature and American Studies
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MEDIA BUYER / STRATEGIST
Diana Sheehan – Managing Director of Paid Media
As Sensis’ tenacious managing director of paid media, Diana
provides primary media planning and buying services across all
Sensis offices with over 20 years of experience spanning both
general and Hispanic audiences. She has worked with top
marketers across a diverse array of industries including QSR,
CPG, Government, Healthcare, Travel, and Automotive in both
conversion-based and awareness building communications
planning. Her specialty lies in conversion-based and awareness-
based communications planning. Diana is a master of media
tracking and reporting tools including Nielsen, ComScore, Kantar, MediaOcean, and
MRI-Simmons, providing oversight to notable clients such as Port of Los Angeles.
EXPERIENCE
Managing Director of Paid Media | Sensis | Los Angeles, CA 2020 – Present
Provides primary media planning and buying services across all Sensis offices.
Conducts presentations for new business clients, mentors, and directs staff and junior
employees for their media duties, and interfaces with clients and project managers to
ensure satisfaction on both print and digital media buys.
Media Director | Casanova // McCann | Los Angeles, CA 2007 – 2019
Led media team of seven in development and implementation of integrated media
strategy and communications planning for local, regional and national efforts.
Constructed plans that deliver on brand awareness and conversion across an array of
KPIs. Managed media budgets up to $23MM, inclusive of Display, OLV, Paid Social,
Television, Radio, OOH, Cinema and Print.
Media Supervisor | Foote, Cone, & Belding | Irvine, CA 2003 – 2007
Collaborated with Media Director to establish overall strategic direction of media plans
and led media planning team comprised of three Planners and three Assistant
Planners. Directly responsible for implementing Digital, OOH and Print buys.
EDUCATION
University of California, Los Angeles | Los Angeles, CA 1988-1992
B.A., Mass Communication / Media Studies
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PR AND COMMUNITY ENGAGEMENT LEAD
Karina Diehl – Managing Director, PR & Amplification
Karina is a bilingual marketing communications professional with
extensive experience in corporate communications, corporate
social responsibility and brand strategy. She possesses proven
talent for developing and executing integrated communications
strategies to enhance brand visibility, drive stakeholder
engagement and promote corporate values. Karina is skilled in
crafting compelling messaging, managing social impact programs,
directing marketing communications, and fostering positive media
relations and is a growth-focused leader with a commitment to driving impactful
initiatives that support organizational growth and reputation management. Exceptionally
dedicated with keen interpersonal skills, budget management, and multicultural
outreach expertise, Karina is adept at aligning communications efforts with business
objectives to achieve measurable results.
EXPERIENCE
Managing Director, PR & Amplification | Sensis | Miami, FL 2024 – Present
Manages public relations and amplification at Sensis as well as assisting with new
business development
Corporate Communications Consultant | KJD Consulting |
Miami, FL
– PRESENT
Founded a marketing communications consultancy in January 2019. Conduct market
research and analysis to identify trends and insights, informing strategic
recommendations and campaign optimizations. Liaise with clients to define and
achieve marketing objectives, ensuring alignment with business goals and objectives.
Accountable for managing project timelines, budgets, and resources effectively to
deliver high-quality items on time and within budget. Notable clients include
UnidosUS, Miami-Dade Beacon Council, TelevisaUnivision, Leap Financial, Nomi
Health, and Reyes Family of Businesses.
Senior Director, Community Affairs and Corporate
Responsibility | Molson Coors | Chicago, IL
- 2018
Orchestrated and drove corporate social responsibility initiatives, shaping the
company's commitment to community impact and sustainability. Built and directed a
national team, overseeing operations and strategic initiatives while managing a
multimillion-dollar budget for the company’s CSR efforts. Advanced the development
and implementation of a comprehensive company-wide volunteer program, fostering
employee engagement and community outreach.
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Senior Manager, Marketing Communications | Molson Coors |
Chicago, IL
- 2014
Led dynamic media relations, consumer engagement, and communication strategies
for the Miller Family of Brands, effectively promoting multicultural programs across all
brand portfolios. Oversaw public relations initiatives, including media relations, press
releases, and crisis communications, to maintain positive brand perception.
EDUCATION
University of Miami | Coral Gables, FL 1998
B.S., Communication, Public Relations and Creative Writing
University of Cambridge, Cambridge Judge Business School,
Cambridge Institute for Sustainability Leadership |
Cambridge, UK
2012
SABMiller Corporate Affairs Program
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GRAPHIC DESIGNER / DIGITAL MEDIA SPECIALIST
Luis Galvan – Associate Creative Director / Art Direction
Luis is an experienced graphic designer and creator who excels
in producing innovative and eye-catching content across a wide
range of mediums. With a core focus on bilingual storytelling,
Luis’s creative talents in programs like Photoshop and InDesign
have earned him praise and accolades from many clients,
including several Bronze Awards from the L.A. Addys and a
finalist nomination from the Effie Awards. Notable projects Luis
worked on include major companies like Wells Fargo,
CenturyLink, Time Warner Cable, and SoCalGas.
EXPERIENCE
Senior Art Director | Sensis | Los Angeles 2019 – Present
Develops various TV, radio, print, direct mail, outdoor, and online advertising for
clients such as AltaMed, LA Anti-Tobacco Campaign, and Cal State LA, among
others.
Art Director | Acento Advertising | Los Angeles, CA 2012 – 2019
As Luis rose from production artist to art director with Acento, he became involved in
the creative direction and the technical aspect of advertisements for all major types of
media; Print (Flyers, Direct Mail, Mass Print), Billboards and Large Scale Ads,
Signage (In-Store, Corporate), Television, and Digital (E-mail, Newsletters, Mobile
Banners, Websites and Social Media).
Art Director and Photographer | Garage Minds/Deluxe Photo 2009 – 2012
Worked in a boutique advertising studio and provided photographic services to a
photography studio simultaneously. Presided over composition and retouching duties
in his photography role and provided key creative insights in his art director role.
Graphic Design Internship | The Vidal Partnership | New York 2007 – 2011
Worked across a wide range of mediums to develop branding and creative content for
a wide range of clients.
EDUCATION
University of Visual Arts | New York, NY 2005
Animation as a Fine Art
Universidad del Valle de Mexico | Campus Queretaro, Mexico 2004 – 2008
B.A., Graphic Design
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2.4 CREATIVE CAPABILITIES AND INNOVATION
2.4.1 APPROACH TO CREATIVE EXCELLENCE
At Sensis, creative excellence is at the heart of everything we do. Our approach is built
on a foundation of strategic insight, cultural understanding, and bold, innovative design
that resonates with target audiences. While we are eager to showcase our creative
capabilities, we believe the most effective and meaningful way to do so is through direct
engagement. If invited to the interview stage, we will be delighted to present creative
design concepts and ideas that align with La Quinta’s vision and goals, allowing for real-
time discussion and collaboration. This ensures that our creative solutions are
thoughtfully tailored to the City’s needs and responsive to feedback.
In addition to our willingness to present creative concepts in person, we offer multiple
ways to demonstrate our creative excellence within this proposal. We have included
samples of our most compelling and visually striking advertising work, spanning digital,
print, out-of-home, and multimedia campaigns. These examples highlight our ability to
craft eye-catching, engaging designs that break through the clutter and drive action.
Furthermore, our deep portfolio of award-winning creative work in tourism, destination
marketing, and brand development showcases our ability to tell compelling stories that
captivate audiences and elevate brand perception.
By blending data-driven insights with culturally attuned creativity, Sensis delivers
advertising that is not only visually stunning but also strategically impactful. We look
forward to the opportunity to bring this expertise to La Quinta and collaborate on a
marketing campaign that reflects the city’s unique charm and elevates its brand to new
heights.
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2.4.2 PORTFOLIO OF WORK SAMPLES
CITY OF AUSTIN VISION ZERO
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LA WATERFRONT
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OC FAIR
Sensis was the OC Fair and Event Center’s AOR for 9 years, conducting formative
research and launching multiple campaigns per year to drive attendance at the annual
fair, concert venues, and other seasonal events.
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TV
Farm Fresh Fun TV Spot: https://vimeo.com/223816357
Come and Get It TV Spot #1: https://vimeo.com/157207869
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OC Fair Effect TV Spot: https://vimeo.com/953684194/
Fair Face #1 TV Spot: https://vimeo.com/323325656
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NORTHGATE MARKETS
Northgate Markets in Southern California hired Sensis to support the launch of their
newest Hispanic grocery store called, Mercado.
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ALTAMED
For over 8 years, Sensis has been the AOR for AltaMed Health Services, the largest
community health chain of federally qualified health centers, with more than 48 locations
in Los Angeles and Orange counties. We have launched multiple ad campaigns
annually for AltaMed, including brand awareness campaigns, open enrollment
campaigns, and PACE marketing campaigns. We manage an integrated marketing
program of more than $5 million annually and $40 million to date.
TV
Healthy Brand TV Spot
https://vimeo.com/270564202
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Open Enrollment TV Spot: https://vimeo.com/337667028
A video case study of our work for AltaMed is available here:
https://vimeo.com/665231090/7628835b65
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CHURCH’S CHICKEN
Church’s Chicken hired Sensis to develop the OG Crunch campaign, a dynamic
initiative celebrating individuality and self-expression. The campaign challenges
participants to showcase their #OGCrunch—what makes them uniquely talented,
skilled, or stylish—by sharing short videos on social media with proceeds supporting No
Kid Hungry and local food banks.
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TADIN TEAS
Sensis helped regional tea brand Tadin Teas expand nationally and reach younger
consumers via a national integrated campaign utilizing in-store activations, sampling,
radio, digital media, and events / influencers.
OOH
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Digital
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AUTO CLUB SPEEDWAY
Sensis worked with the Auto Club Speedway business to develop a fully integrated
campaign to drive ticket sales for Auto Club 400. The media plan Sensis designed
features a unique combination of media vehicles for each of the geographic target
areas: Inland Empire, Los Angeles DMA and a 100-mile venue radius.
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3 REFERENCES
3.1 ANAHEIM TRANSPORTATION NETWORK
Reference – Anaheim Transportation Network
Contact Information
Diane Kotler
CEO
714-563-5287
dkotler@atnetwork.org
Project Overview Agency of Record
Dates of Service: July 2024 - Present
Project Scope
Sensis currently supports the Anaheim Transportation
Network in developing and implementing a comprehensive
marketing strategy to increase awareness, ridership and,
therefore, revenue.
Staff Assigned
Ermelinda Cruz
Luis Galvan
Diana Sheehan
Hannah McCarthy
Laura Guerrero
Final Outcome Sensis recently launched ATN’s first visitor campaign.
Results are pending.
3.2 PORT OF LA
Reference – Port of Los Angeles
Contact Information
Leigh Smith
Director, Communications
425 South Palos Verdes Street
San Pedro, CA 90371,
(310) 953-7570
lsmith@portla.org
Project Overview
Agency of Record
Dates of Service: 04/2015 – Present
Cost of Service: $3,400,000
Project Scope
Sensis has built multiple digital campaigns to build
emotional resonance around the Port of Los Angeles and
encourage both general audiences to explore the LA
Waterfront and businesses to invest in the Port's shipping
services.
Staff Assigned Jeffrey McKinney
Javier San Miguel
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Diana Sheehan
Final Outcome
Sensis successfully launched over 8 different campaigns
that exceeded performance benchmarks and drove
measurably increases in foot traffic and cruise bookings.
3.3 NORTHGATE MARKETS
Reference – Northgate Markets
Contact Information
Jhosimar Rivera Guizar
Director of Marketing
(714) 687-7137
jhosimar.rivera@northgatemarkets.com
Project Overview April 2024 - Present
Project Scope
For Northgate Markets, Sensis has promoted various
community-driven events such as their annual Asada Fest,
leveraging geo-targeting, influencer marketing, and
culturally relevant content to drive attendance and
engagement at key brand activations.
Staff Assigned
Diana Sheehan
Hannah McCarthy
Luis Galvan
Randy Lugo
Laura Guerrero
Final Outcome
Sensis has successfully supported driving attendance at
Northgate Market’s tentpole events and activations,
including 2024 AsadaFest. Our work has also helped
increase store foot traffic and sales during the recent Super
Bowl.
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4 OPPORTUNITY & RECOMMENDATIONS
4.1 LA QUINTA’S LIFESTYLE AND BRAND IMAGE
Understanding of La Quinta Brand
La Quinta, California, is an exceptional desert
destination that blends luxury, outdoor
adventure, and cultural richness. Situated in
the heart of the Coachella Valley, the city is
known for its world-class golf courses,
breathtaking hiking trails, vibrant arts scene,
and exceptional dining and shopping
experiences. La Quinta’s identity is rooted in
an upscale yet approachable lifestyle,
attracting visitors seeking both relaxation and
adventure.
4.1.1 BRAND EVALUATION: STRENGTHS & OPPORTUNITIES
Strengths:
1. Luxury and Leisure Destination – La Quinta is home to some of the finest
resorts, spas, and golf courses in the country, positioning itself as a premier
getaway for affluent travelers.
2. Natural Beauty & Outdoor Recreation – With stunning desert landscapes,
hiking and biking trails, and a commitment to wellness (as a designated Healthy
Eating Active Living city), La Quinta embodies an active, health-conscious
lifestyle.
3. Cultural and Artistic Appeal – The city boasts a thriving arts scene, including
local galleries, public art installations, and events such as the La Quinta Art
Celebration, which draws thousands of visitors.
4. Proximity to Major Events & Attractions – As part of the Coachella Valley, La
Quinta benefits from its association with the Coachella and Stagecoach festivals,
Indian Wells Tennis Garden, and the greater Palm Springs area.
5. Exclusive Yet Inviting Atmosphere – Unlike some high-end destinations that
can feel exclusionary, La Quinta offers a balance between luxury and
accessibility, making it attractive to both high-net-worth visitors and young
professionals seeking unique experiences.
Challenges & Opportunities for Growth:
1. Expanding Year-Round Appeal – La Quinta experiences seasonal fluctuations
in tourism. A stronger focus on summer and off-peak marketing could help drive
year-round visitation.
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2. Modernizing the Brand Image – While La Quinta has a well-established
reputation for golf and resorts, there is an opportunity to refresh the brand to
align with evolving traveler expectations, emphasizing experiential tourism, digital
engagement, and eco-conscious initiatives.
3. Diversifying Target Demographics – Historically attracting an older, affluent
crowd, La Quinta can expand its appeal to younger travelers, including
adventure-seekers, digital nomads, and families.
4. Enhancing Digital & Social Brand – With the growing importance of online
discovery, La Quinta should leverage more interactive and influencer-driven
campaigns to showcase its unique experiences in a digital-centric and social
media friendly way
5. Strengthening Business & Economic Development Messaging – As part of
its branding, La Quinta can further position itself as a business-friendly city that
supports entrepreneurs, hospitality growth, and remote work opportunities.
4.1.2 INITIAL RECOMMENDATIONS FOR BRAND EVOLUTION
Based on the objectives outlined in the La Quinta Marketing RFP and the existing
brand positioning, Sensis recommends a strategic evolution of the La Quinta brand that
maintains its upscale, leisure-oriented reputation while integrating modern, experiential,
and digital-first marketing approaches.
Sensis understands that La Quinta’s brand should not only preserve its luxury and
leisure appeal but also evolve to reflect modern traveler expectations. By focusing on
digital transformation, experiential storytelling, and audience expansion, the city can
solidify its position as a leading desert destination for the 21st century. Through
innovative, data-driven marketing strategies, Sensis is prepared to help La Quinta
elevate its brand, drive visitation, and enhance community engagement.
La Quinta’s brand evolution is an opportunity to blend heritage with modernity, retaining
its upscale desert charm while making strategic updates to:
• Brand Style Guide – A refreshed color palette, modern typography, and
immersive imagery.
• Taglines & Messaging – More experiential, inclusive, and digitally engaging.
• Value Propositions – Expanding from luxury and golf to adventure, culture, and
remote work appeal.
• Imagery & Visual Identity – A balance of elegance and adventure, aligning with
the expectations of today’s travelers.
With these refinements, La Quinta will solidify its position as a top-tier, year-round
desert escape, appealing to both loyal visitors and the next generation of travelers.
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ELEVATING THE BRAND NARRATIVE
• New Taglines & Messaging – Develop a refreshed tagline and messaging
framework that reflects La Quinta’s unique blend of sophistication and adventure.
• Content Strategy Focused on Storytelling – Shift from traditional promotional
marketing to an experiential, storytelling-driven approach that captures authentic
visitor experiences.
• Eco-Luxury & Wellness Integration – Incorporate sustainability and wellness-
focused messaging to appeal to conscious travelers.
REFINING THE LA QUINTA BRAND STRATEGY AND PLATFORM
To maintain La Quinta’s status as a premier desert destination while evolving its appeal
for modern travelers, the city’s brand strategy and platform require a comprehensive
refresh. This includes updates to the brand style guide, value propositions, taglines,
color palette, and visual imagery to ensure a cohesive, engaging, and future-focused
identity.
Digital & Social Media Transformation: Evolving the Brand’s Visual and Verbal
Identity
As digital platforms become the primary touchpoints for discovery and engagement, La
Quinta’s brand style guide must incorporate a more dynamic, visually compelling, and
digitally optimized approach.
• Refined Social Media Aesthetic & Guidelines
The updated brand style guide will define a consistent visual language for digital
and social media platforms, ensuring all content aligns with the refreshed brand
colors, typography, and tone of voice. This will include:
o Vibrant, nature-inspired imagery reflecting La Quinta’s scenic desert
landscapes, luxurious resorts, and active lifestyle.
o A refreshed color palette that enhances La Quinta’s signature warm desert
hues with bold contrasts and modern, vibrant accents to appeal to digital-
savvy audiences.
o Unified typography standards that balance elegance with approachability,
reinforcing La Quinta’s blend of sophistication and adventure.
• Immersive Digital Brand Experiences
To deepen engagement with potential visitors, La Quinta’s brand evolution will
incorporate innovative digital storytelling elements:
o 360-degree video tours showcasing signature experiences (golf courses,
spa retreats, hiking trails).
o Drone footage and cinematic videography to capture the expansive beauty
of La Quinta’s landscapes in a fresh, high-definition format.
o Augmented reality (AR) experiences, such as interactive city guides or
virtual event previews, bringing the destination to life in a way that aligns
with its modern luxury and experiential appeal.
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Expanding Audience Reach: Modernizing the Brand’s Value Propositions &
Messaging
To effectively reach new demographics, La Quinta must redefine its value propositions
and taglines to better align with emerging travel trends.
• A Fresh Brand Positioning for Younger Travelers
A modernized tagline and campaign messaging should shift from solely
emphasizing exclusivity to highlighting immersive experiences, adventure, and
relaxation in equal measure. Potential brand messages include:
o “Desert Luxury, Reimagined.” – Positioning La Quinta as a modern oasis
blending relaxation and adventure.
o “Find Your Escape in Every Season.” – Reinforcing La Quinta’s year-
round appeal through wellness, outdoor activities, and vibrant cultural
experiences.
o “Where Desert Meets Discovery.” – Aligning La Quinta’s brand with the
spirit of exploration, wellness, and self-discovery.
• A More Cross-cultural Brand Identity
The updated brand strategy will integrate multicultural design elements and
messaging to resonate with California’s diverse population. This includes:
o Culturally relevant storytelling and imagery, celebrating La Quinta’s
Hispanic, Asian, and multicultural influences in food, art, and community
life.
o Dual-language content strategy, particularly in Spanish-speaking markets,
to expand engagement with domestic and international travelers.
o Partnerships with diverse creators and influencers to showcase authentic,
local perspectives of La Quinta’s charm.
• Refining Business-Friendly & Remote Work Branding
As remote work culture continues to grow, La Quinta can position itself as an
attractive work-play destination by incorporating:
o A distinct brand pillar in its messaging that promotes co-working retreats,
luxury accommodations, and high-speed digital connectivity.
o Sleek, business-forward design elements in branding collateral that
differentiate La Quinta’s work-friendly environments from traditional
vacation spots.
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Year-Round Destination Strategy: Seasonal Brand Adaptations
To establish La Quinta as a 365-day destination, the brand must adopt seasonally
adaptive marketing elements while maintaining a consistent core identity.
• A Flexible, Seasonal Color Palette
o Spring/Summer: Lighter, cool desert pastels that convey refreshing
escapes (pools, wellness retreats, and boutique stays).
o Fall/Winter: Richer, earthy tones that highlight cozy luxury (spas, fine
dining, and cultural festivals).
• Tailored Taglines for Off-Peak Campaigns
o “Your Summer Oasis Awaits.” – Encouraging visitors to experience resort
exclusivity and seasonal savings.
o “Escape to the Desert’s Best-Kept Secret.” – Targeting off-season
travelers looking for quieter, personalized experiences.
• Stronger Event & Festival Branding Integration
By incorporating event-specific brand extensions into its marketing, La Quinta
can align with major festivals, art showcases, and sports events through:
o Limited-edition logos and thematic color variations for key annual events
(e.g., La Quinta Art Celebration, Desert X).
o Custom-branded digital overlays and social filters for visitors to engage
with on-site and online.
o Event-centric visual storytelling, ensuring brand consistency across all
festival promotions and digital activations.
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4.2 STRATEGIC VISION FOR LA QUINTA MARKETING
Overall Marketing Strategy
4.2.1 LA QUINTA INTEGRATED MARKETING STRATEGY
The City of La Quinta aims to elevate its brand as a premier destination for visitors while
fostering economic development and business investment. This integrated marketing
plan engages both travelers and businesses using Sensis’s precision approach—
ensuring that the right audience receives the right message at the right time.
By leveraging data-driven insights, full-funnel marketing, and customer journey
mapping, this strategy enhances tourism engagement and economic growth while
maintaining the city’s high quality of life and brand identity.
This integrated marketing plan will effectively position La Quinta as both a premier
travel destination and a thriving business hub. By combining precision targeting,
innovative activations, and multi-channel engagement, La Quinta will achieve higher
tourism revenue, increased business investment, and enhanced brand equity.
TARGET AUDIENCE PROFILES
To maximize engagement, we have developed detailed audience personas for both the
Visitor/Tourism and B2B Business campaigns.
Visitor / Tourism Target Audiences
1. Luxury Leisure Travelers ("The Affluent Adventurers")
o Demographics: Ages 45-65, high-income earners ($100K+), couples,
affluent retirees.
o Interests: Luxury resorts, golf, spa retreats, fine dining, cultural
experiences.
o Media Habits: Travel magazines (Condé Nast, Travel + Leisure),
Instagram, YouTube travel influencers, Google search for “luxury desert
getaways.”
o Pain Points: Seeking premium, high-quality vacation experiences with
easy access to amenities.
o Key Messaging: “Escape to the luxury and tranquility of La Quinta—
world-class golf, fine dining, and breathtaking landscapes await.”
2. Outdoor Enthusiasts & Active Explorers
o Demographics: Ages 25-45, active individuals and families, nature
lovers, adventure seekers.
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o Interests: Hiking, cycling, wellness retreats, national parks, outdoor
photography.
o Media Habits: Outdoor and fitness blogs, YouTube, Google search for
“best hiking trails in California,” Facebook groups on outdoor travel.
o Pain Points: Looking for scenic, less crowded outdoor destinations with
adventure opportunities.
o Key Messaging: “Adventure meets relaxation in La Quinta—hike stunning
desert trails, explore hidden oases, and unwind under starry skies.”
3. Festival & Event-Goers
o Demographics: Ages 18-34, young professionals, music/art lovers, social
explorers.
o Interests: Coachella Music Festival, local art festivals, food and wine
events.
o Media Habits: TikTok, Instagram, Snapchat, event ticketing platforms,
blogs on “things to do in Palm Springs.”
o Pain Points: Seeking vibrant, Instagrammable experiences that align with
cultural and social trends.
o Key Messaging: “Beyond Coachella—discover La Quinta’s vibrant arts,
music, and food scene, just minutes from the festival.”
4. Family Vacationers
o Demographics: Parents (Ages 30-50) with children under 18,
multigenerational travelers.
o Interests: Kid-friendly activities, parks, nature experiences, educational
trips.
o Media Habits: Parenting blogs, Facebook family travel groups,
TripAdvisor, local tourism websites.
o Pain Points: Finding family-friendly destinations that balance relaxation
and entertainment.
o Key Messaging: “Create unforgettable family memories in La Quinta—
nature, adventure, and relaxation for all ages.”
B2B Business Campaign Target Audiences
1. Small & Medium Business Owners ("Local Growth Seekers")
o Demographics: Entrepreneurs, business owners, franchise operators,
startups in retail, hospitality, and professional services.
o Interests: Economic incentives, commercial real estate, business
networking.
o Media Habits: LinkedIn, local business journals, Chamber of Commerce
newsletters.
o Pain Points: High operational costs in larger cities, need for workforce
support.
o Key Messaging: “La Quinta: A business-friendly community with a
growing economy and unmatched quality of life.”
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2. Corporate Executives & Investors ("The Decision-Makers")
o Demographics: CEOs, CFOs, site selectors, real estate developers,
major investors.
o Interests: Economic development, real estate opportunities, tax
incentives, quality workforce.
o Media Habits: LinkedIn, Forbes, Bloomberg, trade publications on
business relocation.
o Pain Points: Identifying profitable locations with a skilled workforce and
tax benefits.
o Key Messaging: “Invest in La Quinta—where business growth meets an
exceptional lifestyle.”
3. Remote Workers & Freelancers ("The Digital Nomads")
o Demographics: Ages 25-45, remote employees, self-employed
professionals in tech, media, and consulting.
o Interests: Co-working spaces, affordable housing, outdoor lifestyle, work-
life balance.
o Media Habits: Reddit forums on remote work, digital nomad blogs,
coworking websites.
o Pain Points: Finding a work-friendly city with strong internet, networking
opportunities, and community culture.
o Key Messaging: “Work where you play—La Quinta offers the perfect
blend of business and leisure.”
GEOGRAPHIC MARKET RECOMMENDATIONS
Sensis recommends prioritizing geographic markets with direct flights to Palm Springs
International Airport (PSP) that aligns La Quinta’s target audiences and seasonal
travel patterns. Under the $550K budget level, our strategy will focus on high-yield
feeder markets with a strong demand for luxury leisure, outdoor adventure, and cultural
experiences.
Primary Markets:
1. Los Angeles DMA – A core drive market with affluent travelers seeking
weekend getaways.
2. San Francisco DMA (SFO) & (SJC) – Tech professionals and remote workers
seeking warm-weather retreats.
3. Seattle, WA (SEA) & Portland, OR (PDX) – Outdoor enthusiasts escaping
winter conditions.
4. Denver, CO (DEN) – A key ski-to-desert market with adventure travelers.
5. Chicago, IL (ORD) & New York, NY (JFK) – Luxury and golf travelers looking
for premium desert escapes.
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Secondary Markets (Seasonal Focus):
• Dallas, TX (DFW) & Houston, TX (IAH) – High-income leisure and family
vacationers.
• Minneapolis, MN (MSP) & Salt Lake City, UT (SLC) – Snowbird markets
seeking winter getaways.
• Vancouver, BC (YVR) & Calgary, AB (YYC) – Canadian visitors looking for
extended stays.
By optimizing media spend across paid digital, influencer partnerships, and
seasonal promotions, this geographic approach will maximize ROI and drive year-
round visitation.
MARKETING OBJECTIVES
Visitor/Tourism Campaign
• Increase visitor engagement and digital presence.
• Boost hotel bookings, event attendance, and visitor spending.
• Enhance La Quinta’s reputation as a luxury and adventure destination.
B2B Business Campaign
• Increase awareness among site selectors and investors.
• Position La Quinta as a pro-business destination.
• Support local businesses through digital marketing and economic programs.
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5 WORK PLAN
5.1 MARKETING APPROACH
A. Paid Media
• Programmatic & Display Ads (Geo-targeting based on travel intent).
• Targeted Print Ads (travel magazines, Conde Nast, AAA magazines, etc.)
• Social Media Ads (Instagram, Facebook, TikTok for visitors; LinkedIn for B2B).
• Google Search (Targeted travel, real estate, and business queries).
• Event Sponsorships (regional Industry conferences).
B. Owned & Earned Media
• Content Marketing: Blogs, visitor guides, business success stories.
• SEO & Website Optimization: Enhancing organic reach and visibility.
• Media Relations: Securing media placements in travel and business outlets.
• Social and Influencer engagement: Secure partnerships with relevant
influencers.
C. Community & Experiential Marketing
• Destination Activations: Pop-ups in LA, San Diego, Phoenix.
• Engagement Marketing: Connect with local residents and attract visitors.
• Business Networking & Economic Development Summits.
• Tourism Influencer Collaborations for social media engagement.
RESOURCE ALLOCATION
• Visitor Campaign: 80% of paid media spend and earned efforts.
• B2B Campaign: 20% of paid media spend and earned efforts.
MEASUREMENT & KPIS
• Visitor Campaign Metrics: Earned media placements and reach, website traffic,
social engagement and impressions and tourism revenue.
• B2B Metrics: Earned media placements and reach, website traffic and business
inquiries.
OPTIMIZATION PLAN
• Weekly Reports: Performance tracking across all channels.
• Quarterly Adjustments: Campaign refinements based on analytics.
In the section that follows, Sensis has provided a set of recommendations
for expanding La Quinta’s Advertising, PR, Community Outreach and
Activations.
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5.1.1 PUBLIC RELATIONS AND COMMUNITY ENGAGEMENTS RECOMMENDATIONS
La Quinta Public Relations (PR) Plan: 2025-2026
This year-long Public Relations (PR) plan is designed to support La Quinta’s
Visitor/Tourism and B2B Business campaigns, enhancing brand awareness,
increasing engagement, and driving tourism and business investment. The plan
incorporates tent-pole programs, seasonal activations, and ongoing PR tactics to
create sustained media coverage and public engagement.
This year-long PR strategy will ensure consistent media visibility, strong audience
engagement, and economic impact for both tourism and business development in
La Quinta. By leveraging seasonal tent-pole activations, influencer partnerships, and
proactive storytelling, this plan will position La Quinta as a premier destination for
both visitors and business leaders.
PR Goals
1. Elevate La Quinta’s Reputation as a premier travel and business destination.
2. Increase Public Engagement via influencer collaborations, media events, and
experiential activations.
3. Drive Tourism Growth through media partnerships, event publicity, and
strategic storytelling.
Materials Development, Media Relations & Press Outreach:
• Editorial Calendar: Align outreach efforts with tourism and business seasons.
• Regular Press Releases: Distribute timely and news-worthy announcements
such as new business openings, event updates and seasonal tourism trends)
• Story Pitching & Media Alerts: Seek out opportunities and develop relevant
news angles to pitch press on a regular basis.
• Conduct full-service media relations support: for all tactical ideas listed
below.
Community Engagement Ideas:
A. La Quinta Desert Escape Campaign (Spring & Fall)
Timing: March–May / September–November
Goal: Position La Quinta as the ultimate luxury and adventure escape during peak
travel seasons.
Media Relations:
• Media Fam Trips: Host top-tier travel journalists and influencers for curated
experiences (golf, hiking, luxury stays).
• Luxury Travel Media Partnerships: Feature La Quinta in Condé Nast Traveler,
Travel + Leisure, and Forbes Travel Guide.
Partner Activations:
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• Exclusive Hotel & Business Collaborations: Partner with resorts and
restaurants for limited-time luxury vacation packages.
Influencer Engagement:
• Social Media Influencer Tours: Engage travel and adventure influencers to
document their La Quinta experiences.
B. Holiday & Seasonal Travel Promotions
Timing: November–December (Holiday Travel) & Summer (July–August).
Goal: Drive off-season visits through special offers and festive experiences.
• Winter & Holiday Getaways PR Push: Secure placements in holiday travel
guides.
• Summer Staycation Campaign: Feature La Quinta as a summer retreat for
families and road trippers.
• Media Kits & Gifts: Send turnkey digital content that media can easily publish.
Also consider sending real PR boxes to friendly journalists and influencers.
C. Influencer & Content Creator Engagement
Timing: Year-Round
• Ongoing Influencer Partnerships: Engage lifestyle, family, fashion, travel, and
business influencers for year-round storytelling.
o Leverage mini campaigns throughout the year to integrate key messaging
around La Quinta’s offerings (food, lifestyle, festivals, community, golf
courses etc.)
• Social Media Takeovers: Host influencer-led Instagram and TikTok takeovers
for live Q&A and content generation.
o Leverage notable celebrities for original content development but also for
press opportunities
o Influencers to host events and gathering in La quinta to draw awareness
and traffic
Content Development
Storytelling through Content:
• Local Business and Community Features: Highlight success stories on La
Quinta’s own channels – social media, website and local news. These would be
real stories of residents, entrepreneurs, and cultural leaders.
• Produce turnkey, ready-publish content for relevant blogs and press that
showcases local cultural events.
Excellent Communications Skills:
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The Sensis PR team is staffed with pros who are former journalists, corporate
communications leaders and media relations experts. Our client teams have a “Master
Editor” who is removed from the work, but reviews materials for grammar, consistency
and effectiveness. While onboarding, our goal is to quickly learn your brand voice and
gain a deep understanding of your core values and messaging.
Ongoing PR Tactical Ideas:
Media Familiarization (FAM) Tours
• Twice Annual Hosted Press Trips: Bring in national and regional travel writers
for immersive La Quinta experiences.
• Virtual Press Tours: Conduct virtual walkthroughs and provide content for
media unable to travel.
Event Publicity & Sponsorships
• Festival & Event PR Support: Sponsor and attend travel trade shows in key
markets to promote La Quinta as a destination.
• Celebrity & Influencer Appearances: Leverage high-profile visitors to amplify
reach.
Target Media and Influencer Lists
Develop carefully curated lists that reach audiences within the Lifestyle & Travel and
Business & Economic sectors.
5.1.2 ECONOMIC DEVELOPMENT PR & EVENTS RECOMMENDATIONS
PR Plan
La Quinta Public Relations (PR) Plan: 2025-2026
PR Goals
4. Support Economic Growth by positioning La Quinta as an ideal location for
businesses.
Materials Development, Media Relations & Press Outreach:
• Editorial Calendar: Align outreach efforts with tourism and business seasons.
Community Engagement Ideas:
Business Ambassadors’ Bureau
Timing: Year-round
Goal: Implement a La Quinta Business Ambassadors Bureau to Promote La Quinta as
a Business Destination
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• Recruit 5-10 business leaders from key La Quinta industries to represent The
City as a business destination at conferences, events and with press.
• Host mission tours to Phoenix, Los Angeles and San Diego targeting businesses
looking to expand in a new market. Partner with Chambers of Commerce and
other economic development groups in these markets to build awareness.
Measurement & Reporting
Monthly & Quarterly Reporting
• Quarterly Business & Tourism Impact Reports: Correlating PR efforts to
economic growth and visitor traffic.
Events & Activations Plan
La Quinta Events & Activations Plan: 2025-2026
Events & Activations Goals
1. Attract business and investment through economic development networking
and thought leadership forums.
Tent-pole Events & Activation Ideas:
La Quinta Business & Innovation Summit
Timing: September (During Peak Business Planning Season)
Audience: Entrepreneurs, investors, remote workers, site selectors
Objectives:
- Position La Quinta as a business retreat/planning destination.
- Drive economic growth and business investment in La Quinta.
EVENT ACTIVATIONS
• Investor Roundtables: Networking events with economic development leaders.
• Business Showcases & Pop-Ups: Featuring local startups and business
success stories.
• Hotel Partnerships: Partner with local hotels to host retreats specially catered to
corporate professionals and business owners.
•
Ongoing Events & Activations Tactics
Local Business Partnerships & Pop-Ups
• Themed Weekend Activations: Partner with local restaurants and hotels for
special experiences.
• Small Business Showcases: Highlighting local makers and entrepreneurs at
city events.
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Economic Impact Metrics (For B2B Events)
• Investor & Business Inquiries: Number of leads generated.
• Business Relocations & Expansions: We will track the number of companies
opening in La Quinta and the general economic development impact.
5.1.3 COMMUNITY ACTIVATIONS RECOMMENDATIONS
La Quinta Events & Activations Plan: 2025-2026
This year-long Events & Activations Plan is designed to complement La Quinta’s
Visitor/Tourism and B2B Business marketing strategies. The plan aims to drive
visitor engagement, enhance brand awareness, and attract business investment
through a mix of tent-pole events, community activations, and strategic partnerships.
Events & Activations Goals
2. Increase tourism engagement through experiential events that showcase La
Quinta’s offerings.
3. Enhance community participation by integrating residents and local
businesses into key events.
4. Leverage seasonal and cultural moments to create year-round excitement
around La Quinta.
5. Utilize immersive brand activations to drive engagement in both digital and
physical spaces.
Tent-pole Events & Activation Ideas:
Sabores y Ritmos: A Food & Wine Festival in La Quinta
Timing: TBD
Audience: Foodies and culinary scene followers, cultural travelers, digital creators
Objective: Showcase La Quinta as gourmet hotspot
La Quinta can carve out its own niche by offering a luxurious yet culturally immersive
festival that blends gourmet local, cultural cuisine, world-class wines and vibrant live
performances—a direct contrast to Coachella’s mass appeal. Strategically timed to
avoid the Coachella craze, this event offers a refined, intimate experience that caters to
food, wine, and culture enthusiasts seeking an elevated escape. While Valle de
Guadalupe is a sought-after destination for wine and culinary enthusiasts, many
travelers hesitate to cross the border. This festival brings the best of Valle de
Guadalupe and the region’s rich gastronomic culture directly to them—right in the heart
of La Quinta.
Culinary Experience: A Showcase of La Quinta’s Finest Flavors
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• Top Local Chefs and from around Latin America – Cuisine from Mexico,
Argentina, Peru, Brazil, and more, will be featured.
• Valle de Guadalupe Wine & Mezcal Tastings – Curate wine pairings and mezcal
flights with leading producers from Mexico’s premier wine region.
• Luxury Pop-Up Restaurants & Street Food Stalls – A mix of high-end dining
experiences and authentic street food featuring everything from unique local
restaurants to Argentinean asado to Peruvian ceviche.
• Private Chef’s Tables & VIP Wine Dinners – Exclusive dining experiences with
wine pairings, storytelling, and cultural deep dives.
• Latin American Dessert & Coffee Bar – Specialty Mexican chocolate tastings,
Cuban coffee flights and artisanal pastries.
Immersive Experiences & High-End Activations
• Desert & Wine Pairing Lounge – A luxury oasis with guided tastings, mezcal
mixology workshops, and relaxation spaces.
• Art & Craft Market – Handcrafted goods from Latin American artisans, indigenous
textiles, and culinary tools.
• Rooftop & Poolside After-Parties – Elegant evening gatherings with cocktails,
tapas, and live music under the stars.
• Asado & Open-Fire Cooking Experiences – A deep dive into traditional grilling
techniques from Argentina, Uruguay, and Mexico.
Partnerships & Sponsorships
• Valle de Guadalupe wineries & mezcal distilleries
• Feature local widely-followed Chefs and Michelin-starred Latin American chefs
• Local luxury resorts and wellness brands
• Premium tequila and rum brands
• Luxury travel publications (Condé Nast, Travel + Leisure, Eater, Bon Appétit,
etc.)
• Luxury Travel agents, designers and influencers
Why La Quinta? Setting It Apart from Other Festivals
• Luxury, not mass-market – Unlike Coachella, this event would cater to high-end
food and wine lovers, making La Quinta an elite culinary destination.
• A true cultural immersion – The event wouldn’t just feature food and music but
storytelling, traditions, and deep connections to La Quinta’s heritage.
• Yearly Signature Event – This can become La Quinta’s version of Aspen Food &
Wine Fest, attracting global attention and high-spending tourists.
Arts & Culture Month
Timing: October (La Quinta Art Celebration)
Audience: Music lovers, cultural travelers, digital creators
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Objective: Showcase La Quinta as a cultural and artistic hub.
Event Activations:
• Art Walk & Interactive Murals: Live painting sessions and community art
installations.
• Music Under the Stars: Acoustic concerts in scenic desert locations.
• Live Podcast & Panel Discussions: Discussions on the intersection of music,
art, and tourism.
Ongoing Events & Activations Tactics
1. Digital & Social Media-Integrated Activations
• Augmented Reality (AR) Tourism Experiences: Interactive mobile experiences
showcasing La Quinta’s top attractions.
• TikTok & Instagram Challenges: Travel challenges that encourage user-
generated content.
• Live Streaming from Events: Exclusive behind-the-scenes coverage.
2. Local Business Partnerships & Pop-Ups
• Themed Weekend Activations: Partner with local restaurants and hotels for
special experiences.
• Small Business Showcases: Highlighting local makers and entrepreneurs at
city events.
3. Community-Driven Engagement
• Resident Ambassador Program: Engaging locals as brand advocates.
• Cultural Storytelling Campaigns: Digital and physical activations showcasing
La Quinta’s heritage.
KEY PERFORMANCE INDICATORS (KPIS)
To measure success, we will track the following:
Event Performance Metrics
• Event Attendance & Ticket Sales: Growth in participation year-over-year.
• Engagement Levels: Number of attendees interacting with activations.
• On-Site Surveys & Feedback: Measuring visitor sentiment and satisfaction.
Media & Digital Engagement
• PR Mentions & Press Coverage: Number of media placements secured.
• Social Media Engagement: Growth in mentions, follows and impressions.
• Influencer Engagement: Reach, engagement and impressions.
• Website Traffic & Referral Sources: Increases from event-driven campaigns.
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5.1.4 MEASUREMENT & REPORTING RECOMMENDATIONS
KPIs to Track PR Success:
• Earned Media: number of placements, tone and messaging and audience reach.
• Social Media Engagement: Growth in mentions, follows and impressions.
• Influencer Engagement: Reach, engagement and impressions.
• Website Traffic & Referral Sources: Increases from PR-driven campaigns.
Monthly & Quarterly Reporting
• Monthly PR Dashboard: Performance summary of media coverage and social
engagement.
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5.2 SCOPE OF WORK
The following tables outline the specific tasks, deliverables, and services that Sensis will
provide to the City of La Quinta under all three budget scenarios ($550K, $750K, and
$900K), ensuring a strategic and scalable approach to marketing, branding, and digital
engagement.
5.2.1 BRAND DEVELOPMENT AND REFINEMENT
Component Tasks Deliverables
Brand Refinement
• Brand Brief development
• Update / Refine Establish brand
values
o Brand purpose
o Brand essence
o Brand voice, tone and copy
• Update Brand Positioning
• Brand Brief
• Updated Brand Positioning
Brand Guidelines • Update La Quinta Brand
Guidelines • Revised Brand Guidelines
5.2.2 ADVERTISING AND MARKETING CAMPAIGNS
Component Tasks Deliverables
Media Planning &
Placement
• Media mix modeling
• Media planning
• Media buying & negotiation,
Insertions
• Media trafficking
• Detailed Media Plan
• Media Trafficking Reports
• Media Buy Summaries
Campaign Creative
Production
• Creative brief development
• Creative concept exploration
• Final, selected creative concept
• Advertising ad unit development
(video, audio, digital, print, OOH,
social)
• Creative Brief
• Creative Concepts (3)
• Video ads (:30, :10)
• Audio ads (:15, :30)
• Print ads
• OOH ads
• Digital Display ads
• Social Media ads
Campaign
Monitoring &
Reporting
• Media optimization
• Metrics, benchmarks and reporting
• Media monitoring
• Monthly Media Optimization
Reports
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5.2.3 GRAPHIC DESIGN SERVICES
Component Tasks Deliverables
Marketing Collateral
• Marketing Collateral designs
• Marketing Collateral production
• Brochures, Flyers, Booklets
• Social Media content (weekly content)
• Video development (1 video per month)
• Marketing Collateral
Designs / Mockups
• Final Produced
Marketing Collateral
• Brochures
• Flyers
• Booklets
• Social Media Content
(weekly content)
• Videos (1 per month)
5.2.4 ECONOMIC DEVELOPMENT MARKETING
Component Tasks Deliverables
Economic
Development Ad
Campaign
• Economic Development Creative
brief
• Creative concept development
• Advertising ad unit development
(video, audio, digital, social)
• Digital Media planning
• Advertising ad unit development
(video, digital, social)
• Media buying & negotiation,
Insertions
• Media Trafficking
• Media optimization
• Econ Dev Creative Brief
• Econ Dev Media Plan
• Econ Dev Digital Display ads
• Econ Dev Social Media ads
• Econ Dev Video / Audio ads
• Media Trafficking Reports
• Media Buy Summaries
• Monthly Media Optimization
Reports
Economic
Development PR &
Outreach
• Economic Development PR Plan
• Economic Develop PR outreach,
media relations
• Econ Dev PR Plan
• Econ Dev PR Monthly
Performance Reports
Marketing Materials
• Marketing Collateral designs
• Marketing Collateral production
• Economic Development video
planning
• Economic Development video
production
• Marketing Collateral Designs /
Mockups
• Final Produced Marketing
Collateral
• Economic Development Video
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5.2.5 PUBLIC RELATIONS AND COMMUNITY ENGAGEMENT
Component Tasks Deliverables
Public Relations • Tourism PR Plan development • Tourism PR Plan
Partnerships
• Partnerships outreach and
negotiations
• Partnership management
• Partnerships Plan
• Partnerships Report
Press Releases &
Media Advisories
• Press Release development
• Press Release distribution
• Media Advisories
• Press Releases (up to 8 per
year)
• Media Advisories (up to 8 per
year)
Proactive
Community
Outreach & Events
• Community Outreach planning
• Community Outreach program
implementation
• Community Outreach activities
management
• Community Outreach Strategy
• Community Outreach Program
Detailed Program Description &
Plan
• Community Outreach Program
Wrap-up Report
Content Creation –
Blogs, Website
• Blog content creation
• Website content updates
• Blog content (one per month)
• Website content updates – text +
imagery + video (2 per month)
Speechwriting &
Editing Services
• Speechwriting support
• Editing and copy-editing support
• Speeches (revisions and
original)
• Edited documents
Social Influencer • Influencer Research and Vetting
• Influencer Marketing Strategy
• Influencer outreach and negotiation
• Influencer management and
program execution
• Influencer content creation
management
• Influencer campaign reporting
• Influencer Marketing Strategy
• Influencer Target List
• Influencer program reporting
• Influencer Content
Events
• 25-50 events per year
• Northern California events
• Central Valley / Central Coast events
• Southern California / San Diego
events
• Event Strategy and Plan
• Event Run-of-Shows (25-50)
• Event Summary Reports (25-50)
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5.2.6 DIGITAL MARKETING
Component Tasks Deliverables
SEO
• Search Engine Optimization (SEO) Plan
• SEO content and website updates
(monthly)
• SEO Plan
• SEO Website Updates
(monthly)
PPC / Paid Search
• Paid Search Plan and Budget
• Monthly Management and Optimizations
• Monthly Performance Reports
• Paid Search Plan
• Monthly PPC Reports
UX Enhancements
• LaQuinta Website UX Audit
• La Quinta Website UX
Recommendations
• UX Updates (quarterly)
• UX Audit
• UX Recommendations
• UX Website Updates
(Quarterly)
Website Content
Management
• Website content updates and
managements
• Website content updates
• Website maintenance
5.2.7 PHOTOGRAPHY AND VIDEOGRAPHY SERVICES
Component Tasks Deliverables
Photography
• Photo Shoot Planning
• Talent negotiations / Licensing Buyouts
(if necessary)
• Video + Photo Shoot (combined)
o La Quinta Attractions Imagery
o Drone Photography
o Photography campaigns
• Post-shoot editing
• Shoot List
• Photo library
Videography
• Existing video and stock video
evaluation
• Pre-Production planning
• Video + Photo Shoot (combined)
• Talent negotiations / Licensing Buyouts
(if necessary)
• Post-production and editing
• Pre-Production Plan
• Video Content
• Video assets / B-Roll
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5.2.8 COMMUNITY ACTIVATIONS
Community Activations & Events Plan
Component Tasks Deliverables
VR Tours, Taste
Tests
• VR Tours, Taste Tests planning
• Implementation and management of
VR Tours (2)
• Implementation of Taste Tests (3)
• VR Tours Plan
• Taste Tests Plan
• VR Tour Performance Report (3)
• Taste Test Performance Reports
(3)
Community
Activations &
Events
• Community Activation / Event
planning
• Community Activation and Event
implementation (1 per year)
• Community Activation and Event
management
• Community Outreach Strategy
• Community Activation Program
Detailed Program Description &
Plan
• Community Activation / Event
Program Wrap-up Report
5.2.9 ANNUAL GUIDE TO LA QUINTA
Component Tasks Deliverables
Content Development
• Annual Guide design and layouts
• Annual Guide final designs and content
creation
•
• Annual Guide Designs &
Layouts
• Final Designs
Guide Production • Annual Guide mechanicals production
• Annual Guide printing and production
• Annual Guide
Mechanicals
• Annual Guide Printing
(5000 copies)
Digital Version
• Digital version development
• Digital version publishing
• Annual Guide Digital
Version
Annual Guide Sales
• Sales calls and ad bookings
• Negotiating sales of ads in Annual guide
• Coordinating ad insertions
• Annual Guide Sales
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6 COST AND PRICE
6.1 BUDGET BREAKDOWN BY SERVICE AREA
Sensis proposed budgets for the three scenarios allocates budget to the two service
areas as follows:
Tourism: 80%
Economic Development: 20%
6.2 PRICING OPTIONS
Sensis presents three strategic pricing options designed to maximize the impact of La
Quinta’s marketing investment. Each plan delivers a comprehensive suite of services,
including research-driven brand development, dynamic creative execution, and robust
media outreach. Across all budget levels, Sensis strategically allocates between 45%
and 90% to paid media, ensuring broad reach and engagement, while dedicating 26%
to 28% to PR and events to enhance visibility and community connections. As the only
fully integrated Southern California marketing agency with Coachella Valley expertise,
Sensis guarantees seamless execution, data-driven insights, and culturally relevant
campaigns that inspire visitation and drive economic growth.
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6.2.1 OPTION 1: $550K (BASELINE)
Labor ODEs TOTAL
Account Management $21,700 $21,700
Brand Development & Refinement $10,080 $10,080
Ad / Marketing Campaigns
Media $16,300 $163,000 $179,300
Creative Production $16,800 $10,000 $26,800
Monitoring Reporting $4,890 $4,890
Graphic Design
Marketing Collateral $11,200 $11,200
Econ Dev Marketing
Digital Ad Campaigns $7,000 $50,000 $57,000
Econ Dev PR & Outreach $18,200 $1,000 $19,200
Marketing Materials $10,080 $1,000 $11,080
PR and Community Engagement
Press Releases & Media Advisories $5,600 $1,000 $6,600
Proactive Community Outreach $19,600 $19,600
Content Creation - Blogs &
Website $8,400 $8,400
Speechwriting and Editing Services $4,480 $4,480
Influencer $5,600 $12,000 $17,600
Digital Marketing / Website
SEO $2,800 $2,800
PPC / Paid Search $15,120 $20,000 $35,120
UX Enhancements $9,240 $9,240
Website Content Mgmt. $8,400 $8,400
Photography and Videography
Photo & Video Shoot $11,200 $7,000 $18,200
Community Activations
VR Tours, Taste Tests $5,600 $5,600
Activation (1) $14,000 $30,000 $44,000
Annual Guide to La Quinta $13,300 $15,000 $28,300
TOTAL $239,590 $310,000 $549,590
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6.2.2 OPTION 2: $750K (EXPANDED)
Labor ODEs TOTAL
Account Management $24,080 $24,080
Brand Development & Refinement $10,080 $10,080
Ad / Marketing Campaigns
Media $23,000 $230,000 $253,000
Creative Production $16,800 $17,000 $33,800
Monitoring Reporting $6,900 $6,900
Graphic Design
Marketing Collateral $14,000 $14,000
Econ Dev Marketing
Digital Ad Campaigns $10,500 $75,000 $85,500
Econ Dev PR & Outreach $22,400 $1,000 $23,400
Marketing Materials $10,080 $1,000 $11,080
PR and Community Engagement
Press Releases & Media
Advisories $6,720 $1,000 $7,720
Proactive Community Outreach $22,400 $22,400
Content Creation - Blogs &
Website $11,200 $11,200
Speechwriting and Editing
Services $4,480 $4,480
Influencer $13,440 $30,000 $43,440
Digital Marketing / Website
SEO $5,600 $5,600
PPC / Paid Search $15,120 $36,000 $51,120
UX Enhancements $10,080 $10,080
Website Content Mgmt. $10,780 $10,780
Photography and Videography
Photo & Video Shoot $14,000 $15,000 $29,000
Community Activations
VR Tours, Taste Tests $7,000 $7,000
Activation (1) $17,780 $40,000 $57,780
Annual Guide to La Quinta $13,300 $15,000 $28,300
TOTAL $289,740 $461,000 $750,740
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6.2.3 OPTION 3 $ $900K (COMPREHENSIVE PLAN)
Labor ODEs TOTAL
Account Management $24,080 $24,080
Brand Development & Refinement $10,080 $10,080
Ad / Marketing Campaigns
Media $31,000 $310,000 $341,000
Creative Production $16,800 $20,000 $36,800
Monitoring Reporting $9,300 $9,300
Graphic Design
Marketing Collateral $14,000 $14,000
Econ Dev Marketing
Digital Ad Campaigns $12,600 $90,000 $102,600
Econ Dev PR & Outreach $22,400 $2,000 $24,400
Marketing Materials $10,080 $2,000 $12,080
PR and Community Engagement
Press Releases & Media
Advisories $6,720 $2,000 $8,720
Proactive Community Outreach $22,400 $22,400
Content Creation - Blogs &
Website $11,200 $11,200
Speechwriting and Editing
Services $4,480 $4,480
Influencer $13,440 $40,000 $53,440
Digital Marketing / Website
SEO $5,600 $5,600
PPC / Paid Search $15,120 $48,000 $63,120
UX Enhancements $10,080 $10,080
Website Content Management $10,780 $10,780
Photography and Videography
Photo & Video Shoot $14,000 $15,000 $29,000
Community Activations
VR Tours, Taste Tests $7,000 $7,000
Activation (1) $17,780 $50,000 $67,780
Annual Guide to La Quinta $13,300 $15,000 $28,300
TOTAL $302,240 $594,000 $896,240
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7 DISCLOSURES
Sensis has no significant prior or ongoing contract failures, civil or criminal litigation, or
investigations pending, nor has it been judged guilty or liable within the last five years.
8 WARRANTY
To the extent that the Work includes the sale or the furnishing of Materials, Sensis
warrants that the Materials shall be good, free of defects, merchantable and fit for the
particular purposes for which the City of La Quinta intends to use them.
9 SUBCONTRACTING
Sensis will not be utilizing subcontractors for this assignment.
10 INSURANCE COVERAGE
If selected, Sensis will provide the minimum insurance coverage and indemnification
noted in Attachment 1 of the RFP.