Celtis Ventures, Inc.DISCOVER HOW CELTIS
AND LA QUINTA
ARE FORGING THE PATH
OF BUSINESS
INNOVATION.HOW CELTIS'
EXPERTISE POWERS
LA QUINTA’S GROWTH
STRATEGIC SYNERGY:
Celtis Amplifies
La Quinta’s Market Position
Marketing,
Branding,
Campaign
Development &
Digital Marketing
Services
Proposal For:
SECTIONS
Page 3 Proposal Letter
Page 4 Background
Page 1 0 Meet the Team
SECTIONS
Page 1 8 Reasons for Celtis
Page 3 8 Budget Plans
Page 46 References, etc.
(Sections C-G)
SECTIONS
Page 52 Full Resumes
Page 67 Case Studies
Page 78 Sample Campaign Report
TABLE OF CONTENTS
He
l
l
o
“A lifetime of amazing
memories is why
I love La Quinta”
SECTION A PROPOSAL LETTER
February 19, 2025
Marcie Graham
Marketing Manager, City of La Quinta
78495 Calle Tampico, La Quinta, CA 92253
Subject: Marketing, Branding, Campaign Development &
Digital Marketing Services for City of La Quinta
Dear Ms. Graham:
I have loved La Quinta most of my life. I grew up visiting the
Inn, the town, the church, the sunsets and all the
surrounding beauty. My family has celebrated many
milestones in La Quinta so, it’s continued success is near and
dear to my heart.
I formed Celtis Ventures, Inc. (Celtis) to help treasures, like
La Quinta, benefit from the best digital and traditional
marketing available. For the last 14 years we have
successfully delivered for dozens of city and county agencies
promoting destinations, creating engaging content and
delivering unprecedented results.
We teamed up with Spectrum Reach for this effort to best
engage specific audiences across all platforms. Our plan is
to employ influencers and user-generated content (UGC)
providers to augment current marketing efforts and to share
why they love La Quinta. Our goal is to set La Quinta apart
from every other city as a year-round, must-visit, destination
– locally, nationally and internationally.
As President/CEO of Celtis, I am fully authorized to
represent Celtis and conduct all proposal-related
negotiations. I confirm that all information and pricing
provided in our proposal is valid for at least ninety (90) days.
Thank you for your consideration. We can’t wait to share
countless reasons why everyone should love La Quinta.
Regards,
Matt Raymond
President /CEO
Celtis Ventures,Inc.
20351 Irvine Ave., C4
Newport Beach,CA 92660
213.379.1134
matt@celtis.com
Love Letter
Local:
77908 Cottonwood Cove
Indian Wells,CA 92210
424.350.6967
Ce
l
t
i
s
“The insane views are
why I love La Quinta”
SECTION B BACKGROUND
Get to
know
Celtis
"Retirees find a slice of paradise in La Quinta, with its tranquil
environment, golf courses, and community centers tailored for
active senior living. It's the golden years redefined, and it's why
we love La Quinta."
At Celtis, we're all about delivering not just results, but
outstanding ones.
Since our inception in 2011, we've been providing a
complete suite of marketing and communication
services. From strategic marketing and UX/UI design to
brand development and digital solutions, we've recently
broadened our scope to include the latest in influencer
and user-generated content.
Our philosophy? To make it FUN—Familiar, Uplifting,
Nurturing. This marketing mindset fuels our drive for
innovation and effectiveness across marketing
strategies and customer experiences, aiming always to
deliver solid, measurable outcomes for our clients.
Here at Celtis, our mission is crystal clear: we create
marketing that genuinely moves people. We
synchronize our efforts with our clients' goals, achieving
substantial results that bolster overall success. With our
top-notch integrated marketing, engaging customer
experiences, UX-focused web design, and cutting-edge
communication strategies, we're on a mission to
stimulate economic growth and connect people in
profound, meaningful ways.
Our dedicated team of 17 seasoned professionals
consistently stays ahead of industry trends and
technological advancements. From our home base in
Newport Beach, California, and through satellite offices
across Los Angeles, Denver, Tampa, Phoenix, and
Indian Wells, we expertly enhance and promote brands
across diverse sectors like transportation, education,
energy, government, tourism, and hospitality.
That's the Celtis story—where passion, expertise, and
innovation come together to make marketing not just
effective, but extraordinary.
5
GETTING TO KNOW US
The Celtis Story
Introduce the first ever
all-electric commuter rail
fleet in North America
Directly market hundreds of
destinations throughout
Southern California
Refresh brands to help pass a
hotel occupancy tax measures
Create hundreds of
award-winning campaigns
Avoid “Carmageddon” with one
of the most comprehensive PR
efforts in history
Launch dozens of major
capital improvement projects
across the U.S.
Rebrand dozens of city, county
and regional organizations
Marry the Santa Cruz transit
system to the environment
Increase tourism and economic
development in cities, counties
and states
QUICK HITS
CELTIS VENTURES LLC
CELTIS.COM
Introduce a multimodal Esplanade
in the City of Santa Monica
Help pass TWO ½-cent sales
tax measures in Los Angeles
County – with 67% approval
Create award-winning, Spanish-
first advertising campaign that
quadrupled cultural engagement
SUCCESS STORIES
What we do for our clients
Deliver next-level, digital,
web, video, photography and
UGC services - in-house
QUICK HITS
CELTIS VENTURES LLC
CELTIS.COM
GREAT THINGS
What We Will Do for La Quinta
Celtis will maximize La Quinta's media exposure by optimizing
budgets to engage specific audiences with CTA messaging.
Celtis will create standout graphic designs that distinguish
La Quinta – setting it apart from every other city.
Celtis will elevate La Quinta’s brand to an unmistakable identity
that wins the community’s heart and draws new opportunities.
Celtis will drive economic growth by marketing La Quinta’s
business-friendly assets and lifestyle excellence.
Through strategic public relations Celtis will elevate La Quinta’s
reputation highlighted by the city's dynamic offerings.
Celtis will create a next-level digital presence for La Quinta with
UGC and influencer strategies that expand reach and
engagement.
Celtis will showcase La Quinta through captivating photography
and impactful images that tell the city’s unique story.
Celtis will tell La Quinta’s story by creating visual experiences
that draw viewers in.
Celtis will upgrade La Quinta’s website with custom landing
pages linked to digital campaigns to create a premier user
experience.
Celtis will create memorable brand interactions for La Quinta,
forging ongoing connections with specific audiences.
Celtis will deliver the definitive La Quinta Guide experience,
inviting readers to fall in love with every aspect of La Quinta.
Celtis will reach key personas with custom campaigns tailored
to engage each group at a personal level.
Celtis will leverage user-generated content with authentic
voices and perspectives to focus and amplify La Quinta’s
messages.
Celtis will remind everyone why they love La Quinta.
Audience-based Media
Next Level Design
Brand Extension
Economic Development
Smart PR
Digital Engagement
Stunning Photography
Video Storytelling
Website Optimization
Immersive Activations
Annual La Quinta Guide
Customized Campaigns
UGC and Influencers
8
ALWAYS PROVIDEDEstimate for Approval
BUDGET
Projected Hours
Rate $
Total Projected Labor $
Projected Direct Cost(s) $
Total Projected Expenses $
Total Estimated Cost $
Celtis has carefully developed this Cost Estimate to reflect all known elements
of the request and its associated deliverables at the time of the request.
Actual invoice amount may increase depending on additional revisions and/
or work requested during the course of the project.
Celtis will deliver work in progress for review and approval. This Cost Estimate
assumes two rounds of minor, manageable revision by client. Additional
rounds of revisions (including major design or messaging changes) will
increase project hours and costs. In the event that additional deliverables or
rounds of revisions are needed, Celtis will submit a revised Cost Estimate to
client for review and approval prior to continuing work.
COSTESTIMATE
PROJECT INFO
Project Name
Account Manager
DELIVERABLES DRAFT FINAL
1
2
3
4
5
6
7
8
9
10
LANGUAGES
█ English █ Spanish █
Timeline assumes up to two business days for client feedback
for each draft deliverable. Delayed feedback will impact the
target completion date for final deliverables.
Refer to Project Brief for more information, if applicable.
JOB#
TODAY’S DATECLIENT
APPROVAL
Client Signature Date
Celtis Ventures, Inc. Date
215 Avenue I
Suite 104
Redondo Beach, CA 90277
310.374.7570
celtis.com
CLEAR
2020
For each project and campaign request, we use Cost
Estimates to forecast all associated time and material
expenses. The distribution of tasks and allocation to team
members varies based on project details. Upon obtaining
more information about a given project, we will supply a
comprehensive project plan that specifies expected
timelines and costs.
> Custom icons for RCTC
> SC Metro Youth Cruz Free social media
> Omnitrans Safely ad
< Sample cost estimate form
"Between the stunning mountains and the clear blue skies, it's the natural
beauty that makes every day feel like a vacation. I truly love La Quinta."
ESTABLISHED
2011
YEARS IN BUSINESS
14
FINANCIAL STANDING
Excellent
HEADQUARTERS
20351 Irvine Ave., C-4
Newport Beach,CA 92660
TOTAL NUMBER
OF EMPLOYEES
16 Full-Time
1 Part-Time
7 Fluent in Spanish
EMPLOYEE
SPECIALIZATIONS
7 Digital Marketers
6 Media Buyers
4 Creative Designers
1 Web Developer
7 Account Managers
CERTIFICATIONS
4 Google Analytics
3 Google Search Advertising 3
Google Display Advertising 1
Google Mobile Advertising 1
Google Fundamentals1
Hubspot Inbound Marketing 1
INFO
Celtis Ventures Inc.
S-Corporation
SBE, EBE and VSBE
Cert # 2013061
California corporation in
good standing #3970224
CONTACT
INFORMATION
Matt Raymond
President & CEO
213.379.1134
matt@celtis.com
FILE PRODUCTION &
DELIVERY CAPABILITIES
Adobe Creative Cloud
Microsoft Office
Cloud Sharing
(for large file transfer)
WEBSITE
celtis.com
9
CELTIS PROFILE
TAX ID NUMBER
46-4473426
D & B NUMBER
2-354-9349
SAM REGISTRATION
CAGE code: 7Y8J7
LOCAL OFFICE
77908 Cottonwood Cove
Indian Wells,CA 92210
SIMPLIFYING THE PROCESSCeltis at a Glance
10
“Finding fun at
every turn is why
we love La Quinta”
Meet
the
Gang
"La Quinta is a haven for food lovers, with farmers' markets
and rich local produce. As restaurant owners, the
abundance of quality ingredients shapes our culinary
offerings and is why we love La Quinta."
Matt Raymond,
President/CEO
Laura Raymond,
Celtis CFO/COO
Gricel Ferreyra,
Celtis Vice President
Devon Cichoski,
Celtis Vice President
Celtis Vice President
Celtis
Rachel
Rasmussen,
Account Director
Emily Kirwan,
Account
Director
Susana Andres,
Account Director
Georgina Artiga,
Art Director
Patrick Tirschel,
Web Developer
Nicole Bonnici,
Operations
Manager
Natalie De La Rosa,
Account Executive Sandra Gonzalez,
Account Manager
Carolina Chavez,
Graphic Designer
Hadi Zaidi,
Graphic Designer
Chris Bywater,
Graphic Designer
Karyn Comorre,
Account Executive
EXPERIENCE
“Being able to
work and play
surrounded by
beauty is why
we love
La Quinta”
Christine Lyles
Smith,
Director of Ad Sales, Southern
CA
Helene Juceam,
Local Sales Manager
Los Angeles, CA
Rachel Grimm,
Director of
Development &
Transformation
West
Spectrum Reach
Media/Research/Production Partner
“Working with a
great business
community is
why we love La
Quinta”
"As healthcare professionals, we're drawn to La Quinta's focus on
health and wellness in the community. The city's support for a healthy
lifestyle aligns with our mission and is why we love La Quinta."
Ready to Deliver
La Quinta stands as a testament to extraordinary living, situated in the vibrant heart of
Coachella Valley. This oasis is not just a destination but a lifestyle. La Quinta embodies a
unique blend of community vitality and serene retreat. With an average median age of 45, the
city appeals to a diverse demographic, from young professionals seeking adventure to
retirees enjoying their golden years in scenic beauty.
Celtis recognizes these distinctive attributes and has assembled a team of marketing experts
that will deliver on the commitment to make La Quinta a household name and premiere
destination for everyone throughout Southern California and beyond.
13
PROJECT TEAM
La Quinta
Creative Development
Georgina Artiga*
Carolina Chavez*
Chris Bywater
Hadi Zaidi
*Fluent in Spanish
All reporting through Project Director
Project Support
Devon Cichoski
Natalie De La Rosa
Sandra Gonzalez*
Nicole Bonnici
Web Development
Patrick Tirschel
Core Project Team
Rachel Braga
Karyn Comorre
Susana Andres*
Gricel Ferreyra*
Matt Raymond
Spectrum Reach
Christine Lyles Smith
Helene Juceam
Rachel Grimm
DEDICATED TEAM
"As event planners, the picturesque settings and top-notch facilities in La
Quinta make every gathering spectacular. From weddings to conferences,
La Quinta’s versatility is exactly why we love La Quinta."
Project Director & Key PersonnelCORE TEAM
Rachel Braga
Role: Account Services Director
Education: BA in Communications, Wheaton College
Skills: Campaign development, digital and social strategy, media planning and
buying, website/UX strategy, copywriting and editing, SEO, social media
management, email marketing
Experience: 10 years in leading successful campaigns and digital strategies, 7 years
with Celtis
Availability: 50%
Karyn Comorre
Role:Account Services Executive
Education:BS in Marketing, California State University, Northridge
Skills:Digital marketing, project management, copywriting, social media, paid ads,
media planning/buying, UGC/influencer marketing
Experience:5 years in digital marketing and account management, 1 year with Celtis
Availability:75%
Susana Andres
Role:Bilingual Project Director
Education:MS in Transportation Management, Mineta Transportation Institute, CA;
BS in Communications, California State Polytechnic University, Pomona, CA
Experience:18 years in marketing, digital and project management, 9 years with
Celtis
Availability:50%
Matt Raymond
Role:Chief Marketing Consultant, Branding Specialist
Education:BS, MS, MPA in Marketing and Management, University of Colorado,
Boulder
Experience:Over 30 years in marketing strategy, brand strategy, and advertising, 13
years with Celtis, taught Marketing for 10 years at Mineta Transportation Institute
SJSU
Availability:25%
Gricel Ferreyra
Role: Branding and Advertising Specialist
Education:BA in Business Administration and Marketing, Loyola Marymount
University, CA
Experience:28 years in marketing strategy, brand strategy and advertising, 5 years
with Celtis
Availability:35%
14
PROJECT TEAM
Co
r
e
A
c
c
o
u
n
t
T
e
a
m
Di
r
e
c
t
o
r
Creative Team
AWARD-WINNING
Georgina Artiga
Role:Creative/Art Director
Education:BFA, Otis College of Art and Design, CA
Skills:Art direction, graphic design, end-to-end branding, environmental design,
UX/UI design, accessible web design
Experience:20 years in graphic design, 8 years with Celtis
Availability:20%
Carolina Chavez
Role:Graphic/UX Designer
Skills:Graphic design, end-to-end branding, environmental design, UX/UI design
Education:BFA, California State Polytechnic University, Pomona, CA
Experience:16 years in graphic design, 8 years with Celtis
Availability:20%
Hadi Zaidi
Role:Motion Graphics, Animation and Graphic Designer
Education:Gnomon School of Visual Effects
Skills:Motion design, animation, videography, Adobe Creative Suite
Experience:14 years in motion graphics, 5 years with Celtis
Availability:20%
Chris Bywater
Role:Art Director, Graphic Designer, Photographer
Education:Gnomon School of Visual Effects
Skills:Graphic design, photography, illustration, Adobe Creative Suite
Experience:25 years in graphic design, 2 years with Celtis
Availability:20%
Patrick Tirschel
Role:Web Developer
Skills:HTML, CSS, JavaScript, React, VUE.js, PHP, WordPress, Squarespace, Craft
CMS, Adobe Creative Suite
Experience:20 years in web development, graphic design, 6 years with Celtis
Availability:20%
Devon Cichoski
Role:Community Engagement Strategist
Education:BA in English, Northwestern University, IL
Experience:25 years in PR, brand strategy, SEO, copywriting and community
engagement, including 10 years with Celtis
Availability:20%
15
PROJECT TEAM
Cr
e
a
t
i
v
e
We
b
Co
n
t
e
n
t
Available Resources
AS-NEEDED
Natalie De La Rosa
Role:Digital Specialist and Media Buyer
Education:BS in Marketing, San Jose State University
Skills:Digital marketing strategy, PPC, social media, email marketing,
SEO/copywriting, media planning, UGC/influencer marketing
Experience:6 years digital marketing and media planning, 4 years with Celtis
Availability:25%
Sandra Gonzalez
Role:Bilingual Digital Specialist and Media Buyer, Account Manager
Education:BA in Journalism and Chicana/o Studies, Minor in Spanish Language
Journalism, California State University Northridge
Skills:Digital marketing strategy, PPC, social media, email marketing,
SEO/copywriting, media planning, UGC/influencer marketing
Experience:7 years digital media planning, 7 years with Celtis
Availability:15%
Emily Kirwan
Role: Senior Director of Account Services
Education: MS in Marketing, University of Denver; BA in Non-Profit Marketing,
International Business, Baylor University
Skills: Digital marketing, SEO/copywriting, digital media buying, UGC/influencer
marketing, strategic planning, campaign reporting
Experience: 11 years in digital marketing, 9 years with Celtis
Availability:As needed
Laura Raymond
Role:CFO/COO
Education:BS, MS in Finance and Organizational Development, University of
Colorado, Boulder and University of Texas
Experience:30+ years in financial services industry in operations management; 7
years with Celtis
Availability:As needed
16
PROJECT TEAM
Op
e
r
a
t
i
o
n
s
Di
g
i
t
a
l
Spectrum Reach Team
CHRISTINE LYLES SMITH
Role:Director of Advertising Sales, Southern CA
Education:BA, Journalism/Advertising
Skills:Advertising strategy, media planning/buying,
traditional/streaming/programmatic video
Experience:29 years in video advertising, 7 years with Spectrum Reach
Availability:As needed
HELENE JUCEAM
Role:Local Sales Manager, Los Angeles, CA
Education:BA, Communications
Skills:Traditional/streaming/programmatic video solutions
Experience:38 years in media, 20 years with Spectrum Reach
Availability:As needed
RACHEL GRIMM
Role:Director of Development & Transformation, West
Education:MS, Management & Leadership
Skills:Digital Advertising & Strategy, Recruitment/Staffing, Municipality/Grant
Contract Procurement
Experience:15 years in media, 12 years with Spectrum Reach
Availability:As needed
17
PROJECT TEAM
Re
s
e
a
r
c
h
a
n
d
M
e
d
i
a
MEDIA/RESEARCH PARTNE R
"Golfing in La Quinta is an experience
unmatched anywhere else, with pristine courses
that challenge and awe. The passion for the
sport is just another reason I love La Quinta."
18
So many
reasons
to think
Celtis
“A lifetime of amazing
memories is why
I love La Quinta”
We Build Brands and Get Results
EXPERIENCE
Proven client track record: Our impressive
list of clients, successes and award-winning
campaigns proves we are an agency that
delivers results. We are an advertising
agency that specializes in the public sector
but prides itself on thinking outside the box
and always brings fresh and innovative
content, design and strategies to boost
engagement and deliver the results that
keep our clients happy.
Collaborative expertise: Celtis and
Spectrum Reach are teaming up to provide
the latest market research and target
audience insights to inform the creation of
the marketing strategies that will lead the
City of La Quinta to achieve success across
every initiative.
Commitment to Quality and Innovation:
Celtis is committed to pushing creative
boundaries while maintaining the high
standards and values of La Quinta. Our team
is dedicated to implementing innovative
ideas that are tactful, market-appropriate,
and aligned with contemporary trends.
Celtis is excited at the possibility of
partnering with the City of La Quinta to craft
a compelling and dynamic marketing
strategy that enhances its brand and attracts
even more visitors to this spectacular
destination. We look forward to the
opportunity to further discuss how our
proposal can meet the aspirations of La
Quinta as a premier 21st-century destination.
IMPRESSIVE PERFORMANCE
"La Quinta's incredible hiking trails offer an
escape into nature that rejuvenates the soul. Every
adventure here reminds me why I love La Quinta."
> Skateboard magazine ad
We Go Beyond Media Planning
Celtis: Maximizing Media Impact with Precision
At Celtis, our full-service team excels in media planning
and buying by integrating strategic and creative
insights for a comprehensive view. Our successes span
across multiple client campaigns.
We begin every campaign with clear KPIs and in-
depth audience research, collaborating with La Quinta
to define objectives. Partnering with Spectrum Reach,
we leverage extensive market research to target
effectively. Our strategies are tailored to audience
specifics, desired outcomes, platform choice,
messaging, and the customer journey.
Launching a campaign marks the start of our vigilant
monitoring and optimization. We offer clients real-time
access to campaign metrics through interactive
dashboards and detailed reporting.
Our data-driven approach involves analyzing digital
and traditional metrics, including ridership and
revenue data, to measure against set KPIs. This
continuous optimization produces actionable insights
for Metrolink, ensuring each campaign is fine-tuned for
performance.
Data analytics play a crucial role in validating ROI,
guiding our decisions for maximum impact. We
examine both digital metrics and tangible results,
providing La Quinta with the confidence that media
investments yield the right returns.
Our vigilant budget management ensures that
resources are allocated effectively. If a strategy
underperforms, we act swiftly to cease it and redirect
funds to more successful initiatives, ensuring financial
efficiency and maximizing returns for every media
dollar spent.
MEDIA PLANNING & BUYING
MAXIMIZED MEDIA IMPACT
Your In-House Influencer and UGC Marketing Experts
Celtis harnesses the compelling power of UGC and
influencers, driven by data showing UGC videos significantly
outperform traditional branded content, with influencers
further amplifying results.
Influencer & Creator Management:
Talent Acquisition: Access to a vast network of over 50
million creators across key platforms enables us to pinpoint
and engage the perfect fit for any niche, supported by
advanced tools for social listening and performance tracking.
Process Management: From the initial brief to the final
product, Celtis oversees every step ensuring a seamless
collaboration and content that resonates with Southern
California's vibe.
Quality Assurance: All content is rigorously reviewed to align
with La Quinta’s superior standards.
In-House Content Creation:
Skilled Creators: Our team includes experienced creators
capable of producing UGC-style content, including for
Spanish-speaking audiences, ready to deploy at a moment's
notice.
Creative Excellence:
Content Development: From scripting to storyboarding, we
craft engaging content ideas that connect with your audience
and convert them into captivating narratives.
Production and Editing: Leveraging cutting-edge techniques
for both on-the-fly and studio-quality productions, our content
stands out with a blend of UGC authenticity and polished
branding.
Celtis combines strategic influencer collaboration with robust
UGC campaigns to deliver measurable impact, utilizing our in-
depth knowledge and resources to exceed La Quinta's
marketing objectives.
USER-GENERATED CONTENT
We Deliver UGC In-House
ENGAGING DIGITAL CONTENT
Celtis' User-Generated Content Strategy for La Quinta:
Celtis plans to elevate La Quinta’s appeal by showcasing its
vibrant lifestyle and diversity through user-generated content
(UGC), tapping into firsthand experiences of its businesses,
residents and visitors.
Key UGC Campaign Themes:
Active Lifestyle: Highlighting La Quinta’s outdoor
opportunities, including golf, parks, and trails, using real
stories to attract individuals passionate about wellness and
adventure.
Community Vibes: Showcasing the city's seasonal dynamism
and welcoming spirit through testimonials and images from
visitors, emphasizing La Quinta's ability to enchant guests
year-round.
Health and Wellness: As a HEAL City, UGC will spotlight La
Quinta’s commitment to health, from local food to wellness
activities, demonstrating the city's healthy living ethos.
Demographic Diversity: Targeting content to various groups
— families, retirees, professionals — reflecting La Quinta’s wide
appeal based on its demographic mix, income level, and
lifestyle options.
Genuine Engagement: Focusing on authenticity, UGC aims
to build trust and interest through real experiences and
stories, making La Quinta a desired destination.
Our Approach:
By leveraging UGC, Celtis intends to capture La Quinta's
essence directly from its community and visitors, touching on
its active lifestyle, welcoming community, commitment to
health, and appeal across diverse demographics. We aim to
create a compelling narrative that not only showcases La
Quinta’s attractions but also fosters a connection with
potential visitors on a genuine level, positioning the city as an
aspirational lifestyle destination.
USER-GENERATED CONTENT
We Create Moving Content
ENGAGING DIGITAL CONTENT
Our Designers Elevate Brands
We excel at creating designs that inspire and motivate:
Emotionally Resonant Visuals: Our designs elicit
feelings of adventure, relaxation, and pride, drawing in
visitors and locals to La Quinta's offerings.
Design as Storytelling: We turn La Quinta's attractions
and events into compelling stories that deeply connect
with viewers.
Engagement-Driven Designs: Our work across print
and digital drives people to explore, attend events, and
support local businesses.
Reinforcing Brand Consistency:
We'll ensure every medium—from digital to print—
mirrors a cohesive brand image, in line with La Quinta's
established identity. Our team proficiently applies your
brand and writing style guides across all content,
enhancing the brand while keeping your core identity
and narrative intact. This consistent application fortifies
your brand voice and visibility across markets. Celtis
aims to future-proof La Quinta's brand, ensuring its
long-term appeal and engagement.
Effective Copywriting:
Our bilingual English and Spanish copywriting services
aim to captivate and connect with your customer base.
We align our clear, direct copy with La Quinta's goals
and story, crafting content that attracts, engages, and
complements your marketing efforts.
Celtis is committed to maintaining La Quinta’s
reputation as an exciting destination, inviting residents
and visitors alike to discover its unique charm.
GRAPHIC DESIGN
CAPTURING CUSTOMER INTEREST
Growth-Focused Campaigns
Driving Economic Growth in La Quinta:
Celtis, alongside Spectrum Reach, aims to boost La Quinta's economy
with innovative strategies. Our goal is to attract businesses and position
La Quinta as a top choice for business leaders and consultants
worldwide.
Strategies for Expansion:
Targeted Recruitment: We’ll use data to identify businesses that match
La Quinta's strengths, promoting quality employer growth.
Support for Existing Businesses: Our ongoing support program helps
La Quinta’s businesses expand and access resources, solidifying the city’s
economic base.
Marketing for Impact:
Boosting Visibility: Our efforts will position La Quinta THE place to be,
leveraging media and partnerships to attract attention from site selectors
and businesses.
Varied Marketing Tools: From brochures to videos, we’ll use diverse
materials to showcase La Quinta’s economic benefits, tailored to mirror
the city’s branding.
Digital and Print Focus: By covering both digital and traditional media,
we aim for wide-reaching engagement.
Innovative Engagement: Through SEO, social media, and interactive
content, our digital strategies are designed to capture global interest.
Experience and Expertise:
Our successful background includes years of economic development
marketing for major cities and initiatives, demonstrating our capacity to
attract business and meet market demands.
A Future of Growth for La Quinta:
We are dedicated to propelling La Quinta’s economic development,
leveraging a blend of marketing and strategic insight to attract the right
businesses and foster job creation. We’re set to elevate La Quinta as a
destination for enduring business success.
ECONOMIC DEVELOPMENT
WE DRIVE BUSINESS
Senior
Executives
in Los
Angeles
80% have visited
Facebook in the past 30
days
68% have visited
Instagram in the past 30
days
Spend an average of 16
hours on the Internet
per week
Spend an average of 2
hours on social
networking sites per day
91% have spent 5 hours
or more on the Internet
in an average week
46% have spent 1 hour
or more on social media
apps/websites in an
average day
> Social media Insights from
Spectrum Reach
Unparalleled PR Support
Celtis and Spectrum Reach will enhance La Quinta's
public relations with content creation and audience-
specific engagement.
Public Relations Materials
Press Releases and Media Advisories: Utilizing our
broad media network, we'll craft compelling press
releases and advisories to showcase La Quinta's
economic growth and community projects, aiming for
local and national attention.
News Stories : We'll actively seek and create news
stories, using unique angles and events to secure
widespread and positive coverage for La Quinta.
Community Engagement
Needs Assessment: Our initial step involves
understanding La Quinta's community by interacting
with leaders, conducting surveys, and attending
events to identify local needs and goals.
Targeted Milestone Campaigns: With these insights,
we'll launch precise PR campaigns to meet the
community's interests, promoting La Quinta as both a
tourist spot and a supporter of local businesses.
Content Creation
CTA Blogs: We plan to craft engaging blogs that
narrate La Quinta's stories, covering community
events, local business success, or development plans.
Event Coordination: Our content creation will align
with community events, ensuring our outputs are
relevant and boost city initiatives.
Communication Skills
Writing and Editing: Our team has the expertise to
produce clear, impactful, and error-free content
across multiple formats.
Adaptive Communication: We're skilled at adjusting
our messaging for different audiences and platforms,
whether to inform, persuade, or inspire.
PUBLIC RELATIONS
WORLD-CLASS PUBLIC RELATIONS
> Caltrain campaign impact
Celtis and Spectrum Reach are set to revolutionize La
Quinta’s digital media strategy with a unified approach
that includes careful planning, creative ad development,
diligent execution, and rigorous performance analysis.
Plan & Execute:
Strategic Campaign Development: We’ll define La
Quinta’s digital goals and audience, choosing the optimal
platforms for engagement. Our goal-driven campaigns
aim to boost tourism, highlight community events, and
promote local businesses.
Multi-Platform Campaign Execution: We’ll launch and
manage campaigns across various platforms such as
social media, search engines, and key websites to ensure
La Quinta's message reaches audiences effectively.
Creative Ad Development: With our expertise in graphic
design, video production, and copywriting, we’ll craft
engaging ads that capture attention and motivate the
audience to act.
Performance Tracking:
Metrics Monitoring: Utilizing advanced analytics tools,
we’ll track key performance indicators like impressions,
clicks, and conversions, ensuring data accuracy.
Data Analysis: We’ll analyze audience behavior and
engagement to gain insights into campaign effectiveness,
identifying areas for optimization.
Reporting:
Transparent Monthly Reports: Our detailed monthly
reports will outline campaign results, insights, and tailored
recommendations for future strategies. These clear and
actionable reports empower La Quinta to make informed
marketing decisions.
Celtis aims to enhance La Quinta’s online presence,
engage effectively with its audiences and drive interest.
DIGITAL SERVICES
Digital Services You’ll Love
NEXT LEVEL DIGITAL SOLUTIONS
> LA SkyRail promotional digital ad
> New website promo for Valley Express
Captivating Visual Storytelling
Celtis imagery brings stories to life:
We specialize in capturing brand-enhancing imagery,
including lifestyle, people, and places with the added
energy needed to attract visitors, employees and
businesses to La Quinta. We understand that capturing
people interacting with the elements and activities offered
by La Quinta and with each other makes photos come to
life. Our objective is to produce dynamic visual
representations of La Quinta’s brand across different
lighting conditions and scenarios. This entails capturing
the essence of La Quinta’s allure in a way that is both
authentic and visually compelling.
Dynamic visuals capture attention:
Capturing people truly enjoying events, dining,
art/culture, businesses and more through video,
photography and advanced aerial drone technology that
is FAA certified is something Celtis excels at. Our endless
portfolio features the transformation of videography and
photography into eye-catching digital ads, reels, TikToks,
YouTube ads, web page content, traditional advertising
and more.
Expertly-crafted photo/video editing and retouching:
Post-production is a critical step in our photography and
videography process. Our team will carefully edit and
retouch photos and videos to enhance their visual appeal
while ensuring their authenticity. Adjustments will be
made judiciously to convey the intended aesthetic without
distorting the reality of the subject matter.
Timely distribution of content:
We understand the importance of the timely, dependable
distribution of photography and videography across
platforms and tactics. You can count on Celtis to ensure all
content is distributed, posted, vlogged and boosted
according to plan.
PHOTOGRAPHY & VIDEOGRAPHY
POWERFUL PHOTOGRAPHY & VIDEOGRAPHY
> Celtis video shoot
PHOTOGRAPHY & VIDEOGRAPHY
Photography Examples
> Photo s by Chris Bywater
"The wellness lifestyle is a cornerstone of La Quinta, with its world-
class spas and wellness centers offering a sanctuary for health and
happiness. This commitment to well-being is why I love La Quinta."
PHOTOGRAPHY & VIDEOGRAPHY
Lifestyle Examples
> Photo s by Chris Bywater
Celtis offers expert website management to amplify
La Quinta's digital presence and engage users. Below
outlines our services:
Content Management
Event Calendar:We keep a current calendar of city
events for easy visitor planning.
Media Library:Our media library of photos and videos
highlights the city's charm and is easily updated.
Web Content:We produce and refresh web content to
engage visitors with La Quinta's unique offerings.
User Experience UX
Page Optimization:Our web pages are user-friendly,
with clear navigation and calls to action.
Form Optimization:We streamline online forms for
user convenience and improved engagement.
Website Maintenance
Regular Updates:Working with La Quinta staff, we
ensure the website's home and secondary pages
remain current and lively.
Technical Support:We offer prompt technical support
to address issues and maintain smooth website
operation.
Technical Skills:Celtis is equipped with advanced
technical know-how for sophisticated website feature
management and enhancement.
Celtis skillfully combines digital engagement
knowledge with technical savvy to ensure La Quinta's
website is an engaging, informative, and well-
maintained portal that delivers.
WEBSITE MANAGEMENT
Continual UX Optimization
AMAZING IN-HOUSE WEB TEAM
> CPA homepage
> Sampling of Celtis website URLs
•Cleanpoweralliance.org
•EnvisionInglewood.org
•LAskyrailexpress.com
•Wheelsbus.com
•Omnitrans.org
•GoVentura.org
•SBMTD.gov
•RCTC.org
•ValleyExpressBus.org
"As a business owner, nothing compares to La Quinta's
thriving economy and supportive local network. This is
the community that fuels entrepreneurial dreams, and
that's why I love La Quinta."
Celtis 31
Celtis conducted a cursory review of the City of La
Quinta's official website,https://www.laquintaca.gov/,
to evaluate its current state in terms of technology,
performance, accessibility, best practices, and search
engine optimization (SEO). Our findings leverage a
combination of proprietary analysis and industry-
standard tools, including a Lighthouse audit. Below is
a summary of our key findings and preliminary
recommendations to enhance the website's
effectiveness and user experience.
Key Findings:
Technology Stack:
Content Management System (CMS):Not specified.
Implementation of a user-friendly CMS would benefit
content updates and maintenance.
Hosting Provider:Akamai Technologies, indicating
robust infrastructure but requiring optimization for
performance.
Lighthouse Audit:
Performance (68%):Below industry standard,
impacted by factors like Largest Contentful Paint
(LCP), render-blocking resources, unused JavaScript
(JS) and CSS, and image format optimization.
Accessibility (ADA) (91%):High compliance but with
minor issues in roles, iframes, and lists that need
addressing.
Best Practices (74%):Observations include usage of
deprecated APIs, browser console errors, missing
source maps, and low-resolution images.
SEO (75%):Challenges with non-crawlable links, lack
of descriptive text in links, and missing meta
descriptions. Additionally, there are 102 broken links.
LAQUINTACA.GOVWhat we Found
> CPA website update
Celtis 32
1.Performance Improvements:
Optimize Largest Contentful Paint (LCP) by prioritizing
loading of critical assets. Eliminate or defer loading of
render-blocking resources such as CSS and JS. Implement
modern image formats like WebP to reduce size without
compromising quality. Audit and reduce unused JS and
CSS for faster loading times.
2.Accessibility Enhancements:
Ensure all dialogs have accessible names, improving
screen reader compatibility. Add titles
to <frame>and <iframe>elements for better context.
Correct list structures to only include <li>,<script>,
or <template>elements as children.
3.Adopt Best Practices:
Update or replace deprecated APIs with modern
alternatives.
Address and resolve browser errors to ensure functionality.
Implement source maps to facilitate debugging and
maintainability.
Serve high-resolution images to support modern displays
with proper optimization.
4.SEO Optimization:
Ensure all links are crawlable and add descriptive text to
improve user and SEO context. Include a concise and
informative meta description for the website. Address and
resolve all identified broken links.
laquintaca.gov demonstrates a solid foundation in hosting
and accessibility but shows considerable room for
improvement in performance, best practices, and SEO.
Our preliminary recommendations focus on immediate
areas for enhancement, with the ultimate goal of elevating
the user experience, improving site discoverability, and
ensuring the website is more inclusive and efficient.
WEB RECOMMENDATIONSWe are Full of Ideas
> Various branded Meto campaigns
Celtis specializes in engaging and unique activations
that build a memorable connection with potential
visitors, using innovative strategies like VR tours, local
cuisine taste tests, and interactive craft
demonstrations to offer firsthand experiences and
create a durable emotional impact.
Key Aspects of Our Activations:
Innovation:We constantly innovate, using tools like
virtual reality and live culinary demonstrations to
make our activations stand out.
Brand Consistency:All our activations align with the
destination’s brand, reinforcing identity and building
audience trust.
Measurable Outcomes:We define clear objectives
for each activation and use advanced tracking to
measure success and refine strategies.
Audience Relevance:Our activations are tailored to
the target audience, based on thorough
demographic and interest analysis, ensuring they
effectively engage and resonate.
UGC and Influencer Opportunities:When we bring
new talent into the mix there what new activation
opportunities may be created.
At Celtis, we combine creativity, brand alignment,
targeted engagement, and precise measurement to
deliver impactful activations. These efforts not only
introduce potential visitors to La Quinta in compelling
ways but also foster desirable memories and
emotions, encouraging repeat visits. Our activations
are designed to resonate deeply, achieving
exceptional results by deeply understanding both our
client's goals and the audience's preferences.
ACTIVATIONS
EXPERIENTIAL MARKETINGWe Create Engaging Activations
> Large activations in Arizona
Mad Magazine Skills
Having produced literally hundreds of magazines
and thousands of brochures, Celtis is uniquely
positioned to bring the annual Guide to La Quinta to
life, promoting the city as a top-tier destination.
Leveraging Celtis' content creation expertise and
Spectrum Reach’s wide-reaching distribution
capabilities, this partnership promises to deliver a
comprehensive and engaging tourism guide that
entices visitors to explore all that La Quinta has to
offer.
We bring magazines to life with our designs:
Our design team boasts years of experience
designing the layouts and leading the art direction
and photography for many lifestyle magazines. Here
are a few examples of layouts that demonstrate
different design techniques that combine the power
of fonts, strong imagery and added touches that
enhance the brand and tone unique to each
magazine. We look forward to refreshing your annual
Visitors Guide with compelling imagery and
storytelling that elevates La Quinta’s vibrant lifestyle
brand.
Our team checks all the boxes:
ü Content development, research and copywriting
ü Print experts that understand publication
production
ü Knows how to optimize content for digital
distribution and interactive engagement
ü Distribution planning to include media
recommendations, partnership opportunities and
promotional activities
ANNUAL GUIDE TO LA QUINTA
LA QUINTA VISITORS GUIDE
> Magazine design by Chris Bywater
"The vibrant arts scene, from public sculptures to community
galleries, captivates my creative spirit. There's always inspiration
around every corner; that's why I love La Quinta."
It’s Time to Think Globally
Celtis proposes a streamlined, digital-first strategy focused on
leveraging user-generated content (UGC) and influencers to
captivate a broader international audience who spend more
and stay longer. With less than 5% of visitors coming from
abroad, there’s a ripe opportunity to position La Quinta as a
sought-after global destination.
Digital and Influencer-Driven Approach:
1. Influencer Collaborations:Pivot from traditional travel
agency partnerships to collaborations with global travel
influencers. These influencers can showcase La Quinta’s
experiences through authentic narratives, reaching millions of
potential international visitors across platforms like Instagram,
TikTok, and YouTube.
2. User-Generated Content (UGC) Amplification:Encourage
guests to share their La Quinta experiences on social media.
Highlighting real, relatable stories can significantly enhance
trust and interest among international prospects. Platforms
adept at UGC promotion, such as Instagram Stories and TikTok,
will be key in these efforts.
3. Multilingual Content Strategy:Adapt digital content to
include multiple languages, focusing on those spoken by target
international markets. This approach improves accessibility and
resonates culturally with a diverse audience.
4. Targeted Digital Advertising:Employ precise, geo-
targeted digital advertising campaigns aimed at international
markets. Through careful analytics and SEO optimization,
ensure La Quinta appears prominently in searches related to
international travel to the region.
5. Engaging Content Creation:Develop a content strategy
that showcases the unique experiences La Quinta offers, from
local culture to luxury stays, using high-quality visuals and
storytelling. This content, driven by both influencers and in-
house teams, should be tailored to spark interest and curiosity
among international travelers.
Make the world love La Quinta.
PUBLIC RELATIONS
INTERNATIONAL MARKETING
> Ride OC Bus poster
> IUGC video for CalTrain
Culturally Engage
La Quinta should explore Spanish-First campaigns to reach
extremely large segments of tourists and visitors. Go
beyond mere translations reach audiences through
culturally sensitive messaging,
Ventura County: Spanish Outreach Campaign
Our campaign for Ventura County (VCTC) took inspiration
from the cultural heritage of its Spanish-speaking residents,
leveraging the popular game “Lotería.” By implementing a
mix of rapid-response Q+A ads on key platforms like
Facebook and “call now” prompts across digital and
traditional media, we ensured messages resonated deeply
with the target audience. This approach not only elevated
the awareness of VCTC’s services among Spanish speakers
but also encouraged their active participation, with a
notable 217% surge in Spanish-speaking website visits.
Reno: Sí RTC Campaign
The "Sí RTC" initiative for Reno (RTC) exemplifies our
strategy to market via culturally relevant Spanish-language
content. This multifaceted campaign employed digital ads
and user-generated content (UGC) to solidify RTC’s
reputation.. Achieving over 1.5 million impressions and
19,228 clicks, the campaign heightened engagement
among Spanish speakers and is on track to expand RTC's
visibility and accessibility within this key demographic.
UGC vs. Branded Content Performance
UGC outperformed branded content in engagement
metrics, recording 2.5 times more clicks and a 3 times more
cost-effective click-through rate (CPC).
Branded content excelled in building awareness, achieving
1.5 times more impressions and a 1.5 times more efficient
cost per thousand impressions (CPM).
Celtis’s focus on culturally sensitive approaches positions La
Quinta to effectively engage Spanish-speaking audiences,
fostering inclusivity and achieving impactful results.
PUBLIC RELATIONS
SPANISH FIRST CAMPAIGNS
> Spanish-First campaigns for Reno and Ventura
37
La Quinta's advantages for businesses seeking lower
operational costs compared to larger California cities. La
Quinta's commercial real estate and labor are more cost-
effective, offering significant savings.
The quality of life in La Quinta is a powerful attraction,
with its stunning landscapes, golf courses, and cultural
experiences, beneficial for businesses prioritizing a
desirable location for their workforce.
Economic growth in Coachella Valley, supported by
business-friendly local policies, provides a nurturing
environment for startups and established companies alike.
La Quinta's diverse community, seasoned by tourists and
residents, offers a varied labor pool. Proximity to Southern
California's universities also brings in new talent.
Situated within reach of major cities like Los Angeles but
removed from urban stressors, La Quinta serves
businesses that value strategic location without city
hassles.
Lifestyle amenities in La Quinta, such as recreational
activities, contribute to employee satisfaction and balance,
chiming with the ethos of businesses today.
Real estate in La Quinta is accessible and competitively
priced, allowing for tailored business facilities and growth
potential.
The close community facilitates networking, enhanced
by active business groups that encourage collaboration
and support.
Lastly, La Quinta's standing as a tourist hub, replete with
year-round events, supports a continuous customer base
for the services, hospitality, and retail sectors. Nearby
festivals like Coachella significantly bolster the economy,
offering unique business exposure.
A GREAT PLACE FOR BUSINESS
Businesses Love La Quinta
> Destination posters for LA Metro
WO
R
K
Annual Workplan
Options
THREE FLEXIBLE BUDGET PLANS
We
believe in
providing
options
> Photo by David Zeitz for LA Metro
"Our family has built a trove of cherished
memories, from park picnics to festive parades. La
Quinta's family-friendly activities and safe
neighborhoods are why we love La Quinta."
Celtis 39
1.Budget Utilization: Celtis will capitalize on La Quinta's
annual budget, inclusive of media purchases. Future
budget allocations will adapt based on available
funding, goals achievement, and the marketing
program's effectiveness.
2.Municipal Budgeting Expertise: Celtis possesses a
deep understanding of government budgeting and the
budget approval process.
3.Blended Rate: To streamline budgeting and billing
processes, Celtis offers a blended rate of $139 per
hour (individual rates and calculations provided upon
request).
4.Resource Expansion: Additional resources may
become accessible through brand partnerships and
sponsorships Celtis can introduce to La Quinta.
5.Local Vendor Engagement: Celtis intends to
collaborate with local vendors, when appropriate, for
project deliverables and enhanced budget efficiency.
6.Budget Projection: Our proposal carefully estimates
the percentage of hours and direct costs for each
service provided to La Quinta.
7.In-House Suite of Services: Celtis provides web,
digital, video, UGC, photography services in-house,
reducing overall costs.
8.Complete Transparency: We provide a cost per
deliverable, with a defined not to exceed (NTE) sum of
hours and costs, ensuring clarity and budget control for
La Quinta.
9.No Unplanned Expense Markup: Direct expenses will
not come with any markup. We forecast minor travel
and miscellaneous expenses related to project
execution.
10.Pre-Approval for Expenses: Any expenses will be
identified and submitted to La Quinta for approval
before incurring costs, ensuring transparency and
adherence to budget constraints.
We use a simple
blended rate
We deliver
a great value
No surprises
We estimate costs
up front
We don’t mark
things up
We understand the
budget process
We provide reports
to justify efforts
We align budgets
with plans
SIMPLIFYING THE PROCESS
Ten things to know
40
Celtis is committed to delivering comprehensive marketing and branding solutions that
align with the distinct needs and budgetary constraints of the City of La Quinta. For the
annual budget option of $550,000, we have tailored an effective and efficient plan that
meets your objectives and delivers tangible results within the financial framework.
$550,000 Annual Plan: Breakdown and Scope
Content Development & Production: $220,000
We will initiate a robust research phase, followed by the creation of compelling content.
Focus will be on digital and print materials that are both impactful and cost-effective.
Digital Presence: $180,000
Development of a streamlined digital guide showcases essential tourist information and
interactive maps, designed to be user-friendly and informative.
Distribution: $100,000
Strategic distribution through local businesses and key tourist attractions. This is
complemented by targeted digital campaigns aimed at boosting social media
engagement and online visibility.
Promotion: Integrated into Distribution Costs
We leverage local partnerships and community events for promotional efforts,
maximizing exposure through cost-effective community-focused strategies.
Agency Fees & Retainers: $50,000
This covers all planning, meetings, execution, and management of the marketing
initiatives laid out, ensuring high-quality service and accountability.
Delivering Value at Every Level
Our $550,000 plan is designed to optimize the City of La Quinta’s marketing budget by
focusing on:
Cost-Effective Production: Utilizing affordable methods to produce engaging
content that effectively reaches your target audiences.
Basic but Effective Digital Presence: Creating essential online materials that cater
to both residents and visitors.
Focused Distribution and Promotion: Localized efforts that maximize reach and
encourage community engagement through strategic partnerships.
This budget plan not only fits your specified financial guidelines but is structured to
enhance La Quinta's visibility and attract more visitors by effectively using every dollar
spent. Celtis assures transparency in billing and a dedicated approach to achieving your
marketing goals within this budget framework.
OPTIMIZING RESOURCES AT $550k
We Can Work with Any Budget
41
At $750,000 we will emphasize enhanced quality and broader outreach in all our marketing
initiatives. Our aim is to provide a richer, more engaging experience that captures the unique
essence of La Quinta and expands its visibility even further.
$750,000 Annual Plan Highlights
Enhanced Content Development & Production: $300,000
Elevating our content with high-quality imagery and video, alongside an expanded suite of printed
materials, to captivate and engage a wider audience.
Expanded Digital Presence: $250,000
Building upon our digital offerings with a more sophisticated digital guide inclusive of virtual tours
and an improved user experience. We also propose launching a mobile app to engage visitors
directly on their devices.
Broader Distribution: $150,000
Extending our reach internationally with more influencers, wider physical and digital placements,
ensuring La Quinta is accessible, engaging and everywhere.
Diversified Promotion: Integrated within Distribution Costs
Implementing a multifaceted promotional strategy that encompasses digital advertising,
influencer partnerships, and out-of-home advertising to magnify our reach and impact.
Agency Fees & Retainers: $50,000
This covers all planning, meetings, execution, and management of the marketing initiatives laid
out, ensuring high-quality service and accountability.
What Sets This Plan Apart
Elevated Influencer Engagement:Selecting high-caliber influencers known for their
exceptional content and widespread appeal, we'll ensure that La Quinta's promotions
resonate deeply on a global scale. This strategy not only targets broader international
audiences but ensures engagement through authentic and aspirational storytelling.
Enhanced Digital Presence:Use advanced digital tools and platforms, to create a seamless
online experience for potential visitors, setting a new standard in digital engagement.
Wider Audience Reach:Leveraging a multifaceted approach that includes both innovative
digital tactics and traditional methods, we will expand La Quinta's visibility far beyond
conventional boundaries.
Comprehensive Promotion: A diverse array of promotional activities designed to captivate
a broader audience and encourage deeper engagement.
By allocating a higher investment across key areas, this plan ensures improved quality outreach
and engagement and elevate people’s love for La Quinta’s marketing to new heights.
EXTENDING RESOURCES AT $750k
We deliver at every level
42
In the $900,000 annual plan, Celtis is prepared to deliver a marketing strategy featuring top-level
production and a seamless digital experience, combined with an aggressive distribution and
promotional approach.
$900,000 Annual Plan Overview
Premier Content Development & Production: $300,000
Securing industry-leading talent, we will create unparalleled content, including a captivating series
of promotional videos highlighting La Quinta's unique allure.
Comprehensive Digital Experience: $250,000
Innovating with AI-personalized features in our advanced digital guide, alongside an agile and
interactive app complete with booking capabilities, ensuring a seamless user journey.
Extensive Distribution Network: $200,000
Executing a distribution plan, engaging with tourist boards and influencers to amplify La Quinta's
presence in key markets, locally, nationally and internationally.
Innovative Promotion: $100,000
Launching nationwide promotional campaigns, high-profile TV advertisements, sophisticated
digital marketing, and interactive, experiential events to generate buzz and drive engagement.
Agency Fees & Retainers: $50,000
This covers all planning, meetings, execution, and management of the marketing initiatives laid out,
ensuring high-quality service and accountability.
What sets this plan apart
Superior Content Quality and talent: We employ exceptional talent and explore upgraded
photography and videography to craft premium content, setting La Quinta apart as a premier
year-round destination.
Advanced Digital Engagement: Would introduce cutting-edge technology and features that
provide a seamless and highly personalized and interactive experience for users.
National and International Reach: Expanding our distribution to a national and international
stage and connecting with influential people and networks for unparalleled exposure.
High-Impact Promotions: Wide-reaching advertising and marketing events, grabbing
attention across multiple platforms.
With our $900,000 option, we aim to position La Quinta not just on the map, but at the forefront of
travelers' minds as a go to bucket list destination. Everyone will love La Quinta and want to visit.
MAXIMIZING RESOURCES AT $900k
Everyone will Love La Quinta
43
Project Timeline and Calendar
Kickoff Meeting
Day 1:
Initiate project with a kickoff meeting to align on goals, objectives, and key deliverables. Establish key contact points and communication protocols.
First 30 Days
Communications Audit
Comprehensive review of existing marketing materials, channels, community
feedback, and past campaign performance.
Stakeholder Interviews
Engage with key city stakeholders to gather insights and expectations for the
marketing plan.
Market Research
Conduct market research to understand the competitive landscape, target audience,
and tourism trends.
Strategic Planning
Synthesize audit findings and research data to begin strategic planning for the
marketing plan.
Drafting Marketing Plan
Develop a draft of the marketing plan, outlining strategies, tactics, timelines, and KPIs.
First 60 Days
Marketing Plan Review & Feedback
Review the draft marketing plan with stakeholders and refine based on feedback.
Finalize Marketing Plan
Incorporate stakeholder feedback and finalize the marketing plan.
Approval of marketing plan and allocation of resources.
Pre-Production for Photo & Video Shoot
Plan and schedule photo and video shoots, including location scouting and talent
casting.
Content Strategy Development
Create a content strategy that aligns with the marketing plan.
Image Library Photo & Video Shoot
Execute the photo and video shoot to create an image library.
FAST-TRACKING SUCCESS
Sixty Days of Accomplishments
44
First 90 Days
Post-Production
Post-production work on photos and videos, ensuring final assets are in line with the
marketing strategy.
Asset Integration
Integrate the image library assets into the marketing plan's content strategy.
Initial Campaign Development
Begin development and design of initial marketing campaigns using new assets.
Campaign Preview & Adjustments
Conduct previews of the campaigns with stakeholders for initial feedback and make necessary adjustments.
Ongoing
Months 4-6:
Launch initial marketing campaigns.
Monitor campaign performance and make iterative improvements.
Months 7-9:
Assess campaign performance against KPIs.
Conduct mid-point review of marketing plan effectiveness and compliance with the budget.
Months 10-12:
Reporting and analysis of the year's marketing efforts.
Adjustments and planning for the next year's activities based on the year-end review.
Schedule and conduct an annual review meeting.
Note:This calendar is a high-level overview and does not include every task and checkpoint in the
project plan. Detailed weekly schedules should be created upon project initiation to ensure
transparency and keep all stakeholders aligned to meeting the project milestones. Regular status
meetings are recommended to maintain clear communication throughout the project life cycle.
TIMELINE
Ninety Days and Beyond
"Our artist collective thrives thanks to La Quinta's support
for the arts, from funding public art to hosting festivals. The
city’s cultural commitment is why we love La Quinta."
45
At Celtis, we're known for our exceptional value. We consistently utilize strategic approaches to
achieve impressive results, all while keeping your budget in mind. Our forthcoming proposal will
showcase case studies that emphasize our knack for innovative, cost-effective solutions.
Work Plan
We're excited to offer a tailor-made work plan that perfectly aligns with La Quinta's unique
requirements. We're always setting new standards in the industry, and our proposal will clearly
define milestones and deliverables. You can count on us to bring our trademark enthusiasm and
creative vision to every project on time.
Qualifications and Experience
Celtis stands apart because of our portfolio filled with transformative projects. We'll focus on
special initiatives that have significantly boosted engagement and tourism, highlighting our team's
consistent delivery of visionary and industry-leading services.
Staffing Structure
Our team structure is built to foster unmatched creativity and collaboration. We make sure our
senior staff are strategically involved throughout the project, ensuring that we consistently bring
innovative and top-notch ideas from start to finish.
RFP Conformance
We've got a strong track record of adhering closely to RFP specifications, always aiming to not only
meet but exceed expectations. Our proposal will clearly outline how we creatively meet every
requirement, adding more value to each aspect of the project.
References and Performance
Our references speak for themselves, demonstrating our consistent ability to exceed client
expectations in all facets—quality, innovation, timely delivery, and strong partnerships. We are well-
known for our effective cost control and responsiveness.
More Love for La Quinta
Celtis is fully committed to delivering whatever La Quinta needs. Your goals are our goals. We love
Laquinta for its unique offerings and experiences. We don’t see it as just another city with a
standard approach to marketing. We want Laquinta to be loved as a year-round destination.
OPTIMAL ROI
Celtis Always Delivers
A. Cover Letter
46
Nuts
and Bolts
C. REFERENCES
D. DISCLOSURES
E. GUARANTEE
F. SUBCONTRACTING
G. INSURANCE
References,
Disclosures,
Guarantees,
Contracts &
Insurance,
Oh my
> Photo by David Zeitz for LA Metro
"Environmental advocates are heartened by La Quinta's dedication to
preservation and sustainability. Seeing a city walk the talk on conservation
initiatives makes us proud and is why we love La Quinta."
Ventura County Transportation Commission (VCTC)
Darrin Peschka, Government & Community Relations Manager
(805) 642-1591 x108
dpeschka@goventura.org
Services provided: marketing strategy, website redesign, advertising
Celtis creates, designs, implements and maintains all communications outreach for
VCTC. The Celtis team works with VCTC staff to ensure that yearly goals are identified
and met. In our over five years of contract with VCTC, Celtis has provided countless
campaigns, staffed and coordinated county fairs, contests, creative, been through a
digital transformation,service and fare restructurings, art contests, new
services,regional apps and maps, website redesigns and daily communications
management on social and digital media. Our contract has been renewed and
extended four times over the course of our relationship with them.
Project dates: 2015-Current
Celtis Staff: Emily Kirwan, Devon Cichoski, Natalie De La Rosa, Susana Andres, Sandra
Gonzalez, Georgina Artiga, Hadi Zaidi, Carolina Chavez, Patrick Tirschel
Omnitrans
Nicole Ramos, Director of Marketing and Communications
1700 W 5th St, San Bernardino, CA 92411
(909) 379-7155
Nicole.Ramos@omnitrans.org
Services provided: Marketing strategy, website redesign, advertising
Celtis develops marketing campaigns that include messaging, design, outdoor media,
broadcast and print coordination, and digital media planning all in both English and
Spanish. The yearly student youth campaign resulted in an all-time high for youth
ridership with a much smaller media budget after Celtis shifted it to a digital campaign.
We also had tremendous success with a targeted Spanish language campaign aimed
to increase ridership in the Spanish-speaking community. We do information collateral
design and production. We redesigned the system bus book and do all quarterly
updates including final production coordination. Celtis redesigned the Omnitrans
website and provided a more intuitive web experience with improved site speed and
high performance. We continue to serve Omnitrans after winning their most recent RFP
for another five years.
Project dates: 2019-Current
Celtis Staff: Rachel Braga, Gricel Ferreyra, Georgina Artiga, Carolina Chavez, Hadi
Zaidi, Patrick Tirschel
47
Great Clients
Celtis
REFERENCES
"La Quinta's marketplaces and boutiques offer a unique shopping experience, with local artisans showcasing
their talents. Supporting local creativity and finding one-of-a-kind items is why I love La Quinta."
Santa Cruz METRO
Danielle Glagola
Marketing Director
(831) 420-2550
dglagola@scmtd.com
Services provided: Comprehensive marketing and communications services. Celtis
serves as the full-service advertising and public relations firm for SC Metro. We
updated their brand and created some amazing 7-time award-winning creative for
the “One ride at a time” environmental campaign that includes wrapping vehicles. We
serve as an extension of the Metro marketing team and continue to support their
diverse marketing needs as their current agency of record.
Project dates: 2022-current
Celtis Staff: Rachel Braga, Matt Raymond, Natalie De La Rosa, Devon Cichoski,
Georgina Artiga, Carolina Chavez, Hadi Zaidi, Patrick Tirschel
48
Great References.
Celtis
REFERENCES
CLIENTS
> Wrapped bus for Santa Cruz
"The sense of community in La Quinta is unmatched. Friendly faces, supportive neighbors,
and communal events make it more than just a place to live; they're why I love La Quinta."
Nothing to Hide
Section D: No Disclosures
Celtis confirms that there are no prior or ongoing
contract failures, any civil or criminal litigation or
investigation pending, which involves Celtis or in
which Celtis has been judged guilty or liable within
the last 14 years – since its inception.
Section E: Warranty
Quality Assurance: We pledge that all deliverables,
from digital content to advertising campaigns, will
match the high-quality standards set forth in our
service agreement, tailored to your needs and free
from errors.
Performance Guarantee: Celtis is committed to
achieving the performance benchmarks crucial to
your marketing efforts, including audience
engagement and sales targets, through measurable
strategies designed for impact.
Compliance and Standards: Our work will always
comply with the relevant legal and regulatory
standards, ensuring your campaigns meet industry
requirements for digital accessibility, privacy, and
more.
Remediation and Corrections: Should any part of
our delivered work not meet the agreed standards or
show deficiencies, Celtis will promptly address and
correct these issues at no additional cost to you,
within a predetermined period.
Scope of Work Agreement: Every service and
outcome defined in our Scope of Work (SOW) will be
fulfilled to your satisfaction, directly aligning with the
objectives we've agreed upon.
ADDITIONAL REQUIREMENTS
DISCLOSURES AND STATEMENTS
> Travel Insights from Spectrum Reach
We Meet All Requirements
Section F: Subcontracting
Summary
Celtis intends to complete the majority of the work in-
house with the exception of one subcontractor,
Spectrum Reach. We have partnered with Spectrum
Reach to provide an innovative and comprehensive
approach to media research, media planning and
media buying to optimize La Quinta’s reach and
campaign performance. If subcontractors are
required, we will collaborate with La Quinta staff to
hire local and get all approvals from staff in advance
of any commitments.
Section G: Insurance and
Indemnification
Upon being awarded the contract, Celtis commits to
furnish all requisite documentation to demonstrate
compliance with the City of La Quinta's insurance
coverage and indemnification mandates.
Celtis strives to reduce risk by ensuring our
accountability and commitment to delivering top-tier
services. This warranty builds a foundation of trust
and reliability between us, assuring you of our
unwavering dedication to meeting your needs and
expectations.
ADDITIONAL REQUIREMENTS
DISCLOSURES AND STATEMENTS
"Fitness enthusiasts can't get enough of La Quinta's comprehensive
trails, sports courts, and health-conscious community. Staying active
and motivated is so easy here, and that’s why we love La Quinta."
> Inglewood branded campaign
> Thousand Oaks art ad
•Familiar. Uplifting. Nurturing.
•One point of contact, endless resources
•Provide the full spectrum of creative services
•Deliver a unique perspective
•Offer a diverse team that augments the La Quinta staff
•Bring new ideas and innovative concepts to the table
•Ensure results are delivered and celebrated
Celtis Philosophy: Make it FUN
FAMILIAR UPLIFTING NURTURING
> Photo by David Zeitz for LA Metro
"With sunny days year-round, La Quinta is a perpetual summer paradise that offers
endless outdoor activities. The glorious weather is definitely why I love La Quinta."
Full Resumes
Ce
l
t
i
s
"The culinary journey in La Quinta, from cozy cafes to fine dining, reflects
the rich cultural tapestry of the area. Every bite is a celebration of flavors
and another reason to love La Quinta."
> Chris Bywater photography
Rachel Braga
Senior Account Services Director
Rachel oversees major accounts and campaigns for Celtis, leading her clients to success with passion and insight. She specializes in campaign development, digital strategy, media buying, and website/UX, while always supporting her clients' big-picture goals.
EXPERIENCE
Oversaw campaign that led to 113% ridership increase for LAVTA's program. Creating a successful digital-only media strategy that featured TikTok-style videos plus a compelling offer led to a 113% ridership increase for LAVTA's Go Tri-Valley program.
Livermore Amador Valley Transit Authority, Livermore, CA; Account Services Director
Directed campaign strategy to increase youth ridership by 60% year over year for Omnitrans. Media strategy to target parents and youth on both digital and traditional platforms, combined with pauseworthy creative led to the successful implementation and funding of a Free Fares for Schools program and increased student ridership year after year.
Omnitrans, San Bernardino, CA; Account Services Director
Collaborated to create buzzworthy environmental campaign that landed a Mass Transit cover for SCMTD. Oversaw the ideation, creation, and implementation of the One Ride at a Time Campaign for Santa Cruz Metro, featuring gorgeous nature imagery from local photographers highlighted on bus wraps, in digital and traditional advertising, and PR efforts to support local environmental groups through bus ridership.
Santa Cruz Metropolitan Transit District, Santa Cruz, CA; Account Services Director
Led digital strategy and media buying for educational campaign that resulted in passing Measure H for Inglewood. Clear, concise messaging paired with inspirational imagery and pinpointed media strategy contributed to the success of Measure H for the City of Inglewood and supported the future of transportation in LA.
Trifiletti Consulting and City of Inglewood, Inglewood, CA;Account Services Manager
Guided website redesign to prioritize user experience and custom features for Omnitrans. Led website redesign process to focus on UX research and site structure that built the foundation for a seamless, modern website for Omnitrans. The new site features all custom tools, from trip planner to maps to blogs and alerts.
Omnitrans, San Bernardino, CA; Digital Marketing Manager
Increased organic search traffic by 101% year-over-year for RCTC. Implemented search engine optimization strategy, developed blog and social content, and provided strategic reports. Riverside County Transportation Commission (RCTC), Riverside, CA; Digital Marketing Manager
EDUCATION
BA Communications, Wheaton College
EXPERIENCE
10 Years
VALUE TO TEAM
+ Digital
Marketing
Strategy
+ Media Planning and
Buying
+ Copywriting and
Editing
+ Search Engine
Optimization
+ Social Media
Management
+ Email Marketing
CERTIFICATIONS
+ Google Analytics
+ Google Search
Advertising
+ Google Mobile
Advertising
+ Certificate of HumanNeeds and Global
Resources
53
RESUMES: INDIVIDUAL
54
Matt Raymond
RESUMES: INDIVIDUAL
Celtis President & CEO
EDUCATION
MPA, Masters in Public
Administration, MS
Marketing
and Management, BS
Marketing,University of
Colorado
EXPERIENCE
30+ YEARS
PSCo 4; RTD 5; DART
6; Metro 12; Celtis 11
VALUE TO TEAM
+Support Generation
+Industry Expert
+Transformational
Leadership
Guidance
+Strategic Planning
and Execution
+Large-Scale
Marketing and
Communication
Implementation
+Revenue
Generation
+Award-Winning
Creative
+End-to-End
Branding
+Fare Structure
Optimization
+Election Campaign
Strategies
Experienced Marketing Professional and Strategic Leader
Matt Raymond brings over 30+ years of marketing expertise, that began in
hospitality and tourism. As a former CMO/CCO for LA Metro and CEO of Celtis,
he played a pivotal role in the transformative campaigns that led to the successful
passage of multiple significant sales tax measures.
RELEVANT EXPERIENCE
Relevant Experience
Matt distinguished himself in the marketing sector by branding and
rebranding multiple large organizations, having an impactful tenure with RTD,
DART, and LA Metro. His efforts have influenced many agencies across cities like
Ventura, Riverside, Los Angeles, Santa Barbara, and Santa Cruz, steering them
towards branding success and increased visibility.
Under his leadership, LA Metro witnessed substantial growth over seven
years, achieving an all-time high of nearly a half-billion annual customer
boardings. He spearheaded innovative marketing strategies that propelled
multiple agencies to record performance
Matt has initiated and successfully promoted numerous major projects and
new services, earning a reputation for initiating vital capital expansion projects
and preparing them for future financing through tax measures. His strategic
approach resulted in unprecedented gains in ridership and revenue.
His guidance was instrumental in passing several financial initiatives,
including bond and tax measures in Inglewood and Los Angeles, where he
facilitated the largest bond election in Texas history while in Dallas.
Matt has developed and implemented a variety of lucrative revenue systems
and award-winning promotional campaigns. These initiatives consistently led
to record-setting revenue and customer growth.
Matt has served a diverse client base providing thorough marketing and
communication services from strategic planning to execution. Taught Marketing
and Communications Management for over ten years as an at SJSU Lucas School
of Business. This underscores his comprehensive expertise and commitment to
fostering new talent in the field.
55
RESUMES: INDIVIDUAL
Gricel Ferreyra
Vice President and Brand Strategist
With over 28 years of marketing, advertising and media planning experience,
including over 23 years in the public transportation industry, Gricel Ferreyra is an
integral part of the Celtis team. She brings to the table a combination of proven,
innovative strategies, creative leadership, transit expertise and a true understanding
of the industry's challenges and opportunities. Prior to Celtis, she managed and led
strategy for the in-house marketing department at Valley Metro in Phoenix and
developed public involvement and communications strategies at the Arizona
Department of Transportation. She also served LA County as a Communications
Manager for LA Metro for 8 years.
SELECTED PROJECT EXPERIENCE
Delivering innovative marketing solutions, results-driven strategies and
comprehensive creative campaigns.Leads and supports Celtis' account and
creative teams and meets the marketing and communications needs of various transit
agency and private sector clients across California and Colorado.
Celtis Ventures, Inc., Newport Beach, CA
Vice President (2019-Ongoing)
Rebranded agency, opened 3 light rail lines, and celebrated a decade of
infrastructure improvements. Successfully managed in-house marketing staff,
external contractors and ad agency staff across research, strategy development,
creative conceptualization, production, media planning and implementation of all
agency communications initiatives, events and campaigns, while overseeing a $5
million annual budget. Developed communication strategies and implemented
successful grand openings of three light rail projects and promoted travel alternatives
to the Super Bowl XLIX, 2016 College Football Championship Playoffs and 2017 Final
Four.
Valley Metro, Phoenix, AZ Marketing Manager (2013-2019)
Implemented 360° marketing campaigns for 80+ ADOT projects.
Created, managed and implemented comprehensive multi-media communications,
public relations, business mitigation and public outreach plans for over 80 planning,
design, construction and maintenance projects and programs. Arizona Department
of Transportation (ADOT), Phoenix, AZ Community Relations Project Manager (2010-
2013)
Led brand transformation campaign, leading to record
ridership and historic transit measure victory.
Developed, managed and implemented the strategic communications plans for the
initial Metro Gold Line Light Rail grand opening and Metro Gold Line Eastside
Extension opening; Federal, State and Local Government Relations; the 2008 Measure
R local sales tax initiative and program implementation; the ExpressLanes toll road
demo project; High-Speed Rail; corridor studies; highway, BRT and rail construction
projects; employer/college segment promotions; Go Metro ridership campaign;
Opposites discretionary rider campaign; Rideshare programs; the Imagine
campaign; and organization-wide rebranding efforts. Los Angeles County
Metropolitan Transportation Authority (LA Metro), Los Angeles, CA Communications
Manager (2002-2010)
EDUCATION
BA, Business
Administration and
Marketing, Loyola
Marymount University, CA
EXPERIENCE
28 YEARS
LANGUAGES
English, Spanish
VALUE TO TEAM
+Strategic
Planning
and
Execution
+Large-Scale
Marketing and
Communication
Planning
+ Transit Ridership
Growth
+Award-Winning
Marketing
Campaigns
+Public Perception
Strategy
+Election Campaign
Strategy
+Customer
Satisfaction and
Retention
Strategy
EDUCATION
BS Marketing, California State
University, Northridge
EXPERIENCE
5 Years
CERTIFICATIONS
+ Google Analytics
+ Google Ads Search
+ Google Display &
Video 360
+ Twitter Launch &
Connect
VALUE TO TEAM
+Digital Marketing
Strategy
+Copywriting
+Paid Digital Marketing
Ads Production
+Social Media Production
+Email Marketing
+Search Engine
Optimization
+Media Planning
Karyn Comorre
Account Services Executive
Karyn is a digital marketing specialist with an expertise in managing online
business presence with meticulous attention to detail and strong
communication skills. Her strategic approach consistently yields positive results,
enhancing visibility, boosting engagement, and driving measurable growth in
leads. From search engine optimization to compelling content creation, Karyn’s precision ensures comprehensive campaign success. Collaborating seamlessly
with clients and cross-functional teams, her effective communication facilitates
clear objectives and impactful campaigns, making her adept at navigating the
dynamic landscape of digital marketing.
EXPERIENCE
Crafted a multi-platform campaign strategy driving an increase in
awareness and ridership. Developed an innovative campaign concept and
executed a comprehensive, multi-platform strategy spanning digital, print,
traditional, and streaming media. This approach maximized visibility and
engagement, achieving an extraordinary 49.7 million impressions, with the
influencer marketing initiative surpassing its projected KPI by an impressive
59%, and driving a 25.4% year-over-year increase in ridership.
Caltrain, San Carlos CA; Account Services Executive
Developed and executed copywriting across multiple platforms. Drove
dynamic content creation and strategy implementation across diverse platforms,
showcasing copywriting skills in crafting compelling social media content,
articles, blog posts, and email marketing campaigns, all of which significantly
amplified website traffic and elevated social media engagement metrics.
Ventura County Transportation Commission, Ventura, CA; Account Services
Executive
Implemented multi-phased digital campaign and media buying efforts for
SCMTD. Analyzed digital advertising metrics to identify specific target
audiences, contributing to the optimization of a highly effective marketing
strategy. The implementation of this strategy resulted in a notable % increase in
conversions.
Santa Cruz Metropolitan Transit District, Santa Cruz, CA;
Account Services Executive
Maintained positive and consistent online presence for 75+ small
businesses. Managed online reputation, impactful social media platforms, and
strategically enhanced organic search engine rankings through dedicated off-
page SEO initiatives. Achieved an average growth of 16 organic search rankings
across all client accounts, demonstrating a commitment to optimizing online
visibility and fostering positive brand perception.
56
RESUMES: INDIVIDUAL
Celtis
57
RESUMES: INDIVIDUAL
EDUCATION
MS Transportation
Management, Mineta
Transportation
Institute,
San José State
University
BS Communications,
California State Polytechnic University,
Pomona
EXPERIENCE
18 YEARS
LANGUAGES
English, Spanish
VALUE TO TEAM
+Project
Management
+Schedule
Management
+Budget Strategy
+Bilingual
Copywriting
and Editing (English
& Spanish)
+Media Planning
and Buying (Digital
+ Traditional)
+Digital Marketing
+Reporting
+Strategic Planning
+Social Engagement
Susana Andres
Account Director
Susana is a bilingual marketing communications project manager with more
than 15 years of experience working with Southern California’s leading
transportation agencies including LA Metro, RCTC, VCTC, and OCTA. The
campaigns she’s managed have included traditional media and digital media with multiple language needs and across a variety of demographics in
diverse communities such as Los Angeles County. She has supported
agencies in small towns and large metropolitan areas making her adaptable
to all agency needs.
EXPERIENCE
Managed successful redesign of LAVTA website. Managed team in the
build of a modern, streamlined new site ensuring on-time and on-budget
delivery.
Livermore Amador Valley Transportation Authority (LAVTA), Livermore, CA;
Project Manager
Developed and managed successful rideshare evergreen advertising
campaigns for VCTC. Drove program awareness with customized targeted
print and digital campaigns.
Ventura County Transportation Commission (VCTC), Ventura, CA; Rideshare
Program Marketing/Communications Project Manager
Oversaw website redesign for Valley Express. Led website redesign
process to focus on site structure and UX that built the foundation for an
easy-to use website.
Valley Express, Santa Paula, CA; Project Manager
Orchestrated print and digital campaigns increasing ridership by 26%
for VE. Oversaw ongoing print and paid digital advertising campaigns
targeting key audiences in local publications and on relevant social
platforms.
Valley Express Bus,Santa Paula,CA; Director of Digital Marketing
Coordinated schedule, budget and team for RCTC Website Overhaul.
Managed team in the effort to rebuild the RCTC website ensuring on-time
and on-budget delivery.
Riverside County Transportation Commission (RCTC), Riverside CA;
Marketing Project Manager
Provided marketing and communications support to over two dozen LA
Metro transit and highway projects. Oversaw and managed the In the
Works branding and worked with the planning and community relations
team to maintain brand cohesiveness and support outreach to stakeholders,
community members and the Metro Board members as needed. Los Angeles County Metropolitan Transportation Authority (LA Metro), Los
Angeles, CA; Senior Marketing Project Manager
EDUCATION
BFA, Otis College of
Art and Design
EXPERIENCE
20+ YEARS
LANGUAGES
English, Spanish
VALUE TO TEAM
+Art Direction
+Graphic Design
+End to End Branding
+UX Design
+Figma
+Environmental Design
+Product Design
+Typography
+Illustration
Georgina Artiga
Art Director
Georgina is a highly skilled environmental graphic design expert with
specialties in transportation and consumer product design. Her
transportation marketing career began at LA Metro after leading global
product design for 7 years at Quiksilver. Now an 8-year transportation
marketing professional, Georgina is passionate about applying holistic
creative arts processes that protect the client's brand while still
impacting the customer in a strong and enjoyable way.
EXPERIENCE
Revitalized courtesy signage into attention-deserving icons.
Transformed passenger rules and courtesy content into a standardized
icon library with friendly and easy-to-understand messaging.
Los Angeles County Metropolitan Transportation Authority (LA Metro),
Los Angeles, CA; Designer
Educated the public about rideshare modes and benefits.
Strategically selected photography and directed artwork for social ads
in still and motion graphics versions to expand rideshare awareness.
Ventura County Transportation Commission (VCTC), Ventura, CA;Art
Director
Designed award-winning campaign that increased ridership 19.5%.
Created awareness of riding the bus by producing a suite of traditional
and digital ads focused on destination marketing,diverse images, and
targeted messaging and keywords.
Orange County Transportation Authority (OCTA), Orange, CA; Art
Director
Rebranded county agency with system-wide visuals. Incorporated
the county's landscape and local routes into the development of a new
logo, then extended visuals into multiple touchpoints based on
foundational design,resulting in an adopted company brand guide.
Santa Barbara Metropolitan Transit District (MTD), Santa Barbara,CA;Art
Director
Reinvented traditional bus routes into visually appealing map
art.Converted a geographic drawing into a customized schematic map
with a concentration on typographic details, transformed an outdated
bus schedule into a 36-page info booklet and produced print-
ready files.
City of Thousand Oaks Transit (TOT), Thousand Oaks, CA, Art Director
58
RESUMES: INDIVIDUAL
Celtis
EDUCATION
George Brown College
Graphic Design and
Advertising Diploma
Toronto, Canada. 1996 —
1999
EXPERIENCE
25 YEARS
VALUE TO TEAM
+Creative Management
+Problem Resolution
+Brand Identity
+Multi-platform Creative
+Communications
+Production Management
+Chaotic Environment
+Photography; Studio &
Location; Retouching
+Trendcasting
+Adobe Photoshop
+Adobe Illustrator
+Adobe InDesign
+Adobe After Effects
+Video Editing
+Illustration
Chris Bywater
Graphic Designer
Chris is a skilled creative lead who manages projects and develops
ongoing, multi-seasonal campaigns in multiple product categories for the
last 20 years. Chris conceives of and executes creative ideas and strategies,
designs and project projects from beginning to end.
Oversees creative from beginning to end
Created the mainstay of graphics and lead all branding, illustration,
design, print, web, social media ads, copy writing, website take-overs,
products, lead photo shoots (lifestyle and product), catalog layout, direct
product videos, animation and hard goods associated with growing a
brand.
Collaborative designer on multiple national and international
brand/product initiatives.
Align creative concepts, brand strategies and sometimes differing points
of view into a cohesive and executable creative reality. Source, direct,
manage, mentor, collaborate and build relationships with a variety of
artists and photographers.
Worked closely with a variety of licensees to creative successful
brand collaborations.
Created new products, packaging, tech-packs and co-ordinate with our
factory in China. Communicate frequently to maintain high quality
production of goods. Successfully meet ever-changing deadlines and
challenges all while keeping the brand fun and fresh, while remaining
current or industry trends.
Creative Director — enjoi skateboarding 2015 —2023. El Segundo, CA
Led a team art directing numerous SIP newsstand magazines
Working with remote editors in New York. Sourced photos from online
stock photo resources. Creative lead on multiple published illustrations
and leader of all digital ads, print ads and logo design.
Art Director — TEN: The Enthusiast Network 2013 —2015 El Segundo, CA
Was the entire Art Department for Skateboarder Magazine
For 51 issues (just under 8 years). Responsible for the entire look and feel
of the brand and did all layout and photo re-touching, worked with
numerous contributing photographers, created digital marketing, video
titles, promotional items, contributed to editorial direction of the brand,
had published photos and writing. Worked with a tight-knit team.
Designed all creative for SBC Skateboard Magazine including a re-
branding of the publication, standardized the photo color correction
process, t-shirts and marketing assets, contributed to editorial direction.
Art Director — Skateboarder Magazine 2005 —2013 San Clemente, CA
59
RESUME INDIVIDUAL
Celtis
EDUCATION
BFA, Minor in Marketing
Management and Art History,
California State Polytechnic
University, Pomona
EXPERIENCE
16 YEARS
LANGUAGES
English, Spanish
VALUE TO TEAM
+Graphic Design
+Illustration
+Web Design
+Photography and Photo
Manipulation
+UX Design
+Figma
Carolina Chavez
Graphic Designer
Carolina is instrumental to the Celtis creative design process as an
Adobe program wizard. Her ideas and detail-oriented design execution have earned our clients award-winning campaign recognition. Carolina
has developed hundreds of design files for print, digital, and outdoor,
including animation and illustration assets. Her artwork has been
selected for an outdoor installation at the Coachella Valley Music and
Arts Festival.
SELECTED PROJECT EXPERIENCE
Produced promotional collateral that increased attendance 32%
Created ad sets, a program book, event signage, and a PowerPoint
template for VCTC’s education and career exploration student summit, contributing to 32% higher attendance YOY.
Ventura County Transportation Commission (VCTC), Ventura, CA, Graphic
Designer, (2017-Ongoing)
Designed captivating digital collateral for rideshare program
Developed multiple creative sets for social, web, and print, designed to
drive participation and engagement in VCTC’s Rideweek and “Pledge to
ride” initiative.
Ventura County Transportation Commission (VCTC), Ventura, CA, Graphic Designer, (2017-Ongoing)
Developed campaign graphics that garnered 5.5M impressions
Created a series of visuals for web, social, and print media, promoting
fun OC destinations. Ridership on targeted lines increased 19.5% and the
campaign generated 13,000 respondents, over half of which were new
riders.
Orange County Transportation Authority (OCTA), Orange, CA Art
Director (2017-Ongoing)
Created social graphics for student targeted digital campaign
Designed a suite of graphics for paid social platforms targeting students,
reaching the targeted student population over 10x and led to an increase
in transit ridership by 26%.
Valley Express, Santa Paula, CA, Graphic Designer (2018 – ongoing)
60
RESUME INDIVIDUAL
Celtis
"La Quinta's rich history and preserved heritage, from the La
Quinta Museum to historical landmarks, offer a fascinating journey
through time. Delving into the past is why I love La Quinta."
EDUCATION
Gnomon School of
Visual Effects
EXPERIENCE
14 YEARS
VALUE TO TEAM
+Motion Design
+Graphic Design
+Mobile/Responsive
Design
+Web Development
+Web Design
+Coding
+User Experience Design
+Photoshop
+Illustrator
+InDesign
+After Effects
+Premiere
+Maya, 3D Studio Max,
Cinema 4D, ZBrush,
Blender
+HTML, CSS, Javascript
Hadi Zaidi
Graphic Designer
Hadi’s proficiency with motion graphics and graphic design provide a
wide range of skills for our clients. He has public and private sector experience that ranges from design for print to motions graphics for
various digital platforms, campaign concepts, videos and more.
Graphic design for public agencies for print and digital platforms
Develop concepts and design marketing campaigns for various public
agencies. Create and animate bespoke online ads with Adobe After
Effects and Google Web Designer. Edit video and typography for social
media campaigns. Create wireframes and flowchart for company website
refresh. Produce digital and print marketing collateral for various internal
projects.
Celtis Ventures - Redondo Beach, CA, Graphic Designer/Motion Graphics
Designer (2020-Present)
Supported over 20 clients’ social media accounts in a timely, fast
paced routine
Created tailored content, graphics specifically designed for social media
including logos, banners, images and landing pages. Created and edited
video content from raw footage for IGTV, Instagram Stories, Facebook,
YouTube and more. Create video animation and motion graphics for a variety of projects.
Studio III Marketing, Glendale, CA, Freelance Graphic Designer/Motion
Graphics Designer (2018 – 2020)
Designed graphic packages for various video game genres
Collaborated with domestic and international clientele to design
modular, lightweight, broadcast ready graphics packages in the form of
matte painted backgrounds, lower thirds, tickers, bugs, and splash
screens. Designed Twitch stream overlays for a variety of video game genres including FPS, MMO, and battle royale. Designed logo, icons,
letterhead, Power Point presentations, business cards, and overall
identity for sub-brand. Executed all visual design stages from concept to
final hand off to programming.
Reality Check Systems, Burbank, CA, Graphic Artist, UI/UX Designer
(2016-2017)
Updated logo and developed suite of graphics for print and digital
Created original print ads, digital ad banners, web headers, user
interface designs and feature graphics. Conceptualized, touched up and recreated logo to better fit company’s website and needs. Produced
original social media content to increase subscriber engagement on
Facebook, YouTube, and Instagram. Created ordering guides, color
cards, brochures, pamphlets, and business cards for clientele and
internal use.
RJR Fabrics, Torrance, CA, Integrated Graphic Designer (2013-2016)
61
RESUME INDIVIDUAL
Celtis
WEB CAPABILITIES
+Proficient in all web
development coding
languages
+Proficient in developing
for multiple CMSs
+Adobe Creative Suite
+Knowledgeable with the
current WCAG spec and
implementation
EXPERIENCE
20+ YEARS
VALUE TO TEAM
+Web Development
+Web Design
+User Experience Design
+Mobile-first Design
+Troubleshooting
+Graphic Design
Patrick Tirschel
Web Developer
Patrick is Celtis' resident web developer and designer. A triple threat–
designer, developer, and multi-language coder. Patrick is an asset to
all web projects, from landing pages to complex site redesigns. He
ensures intuitive user experience and easy client-side administration, helping clients meet project goals and learn quite a bit along the way.
EXPERIENCE
Developed a landing page that enhanced digital campaign
performance leading to decade-high ridership. Prioritized user
experience to design and develop a branded landing page that
converted users from a digital campaign to potential riders. The landing
page was the focal touchpoint of a digital campaign that contributed to
the agency's highest ridership in 10 years.
Successful re-design included mobile-first build with easy-to-use trip
planner and featured custom photography of LAVTA's service area and
fleet.
Livermore Amador Valley Transportation Authority (LAVTA), Livermore,
CA; Web Developer
Implemented SEO and increased organic search traffic by 101%
YOY. Optimized the entire site, including tags, metadata, and site
structure. Implemented site speed optimizations. Conducted content
research and optimizations, all contributing to a year-over-year increase
in organic traffic of 101%.
Riverside County Transportation Commission (RCTC), Riverside, CA;
Web Developer
Executed website re-design that led to a 50% increase in relevant
users. Conducted user experience research, prioritized client wish list,
planned website build, and executed full website re-design with Celtis
team support. Successful re-design included mobile-first build with
easy-to-use trip planner and featured custom photography of the
beautiful county.
Ventura County Transportation Commission (VCTC), Ventura, CA; Web
Developer
Add VE, Omnitrans, LAVTA:
Coded using core CMS languages to ensure ease of use for clients to
update and manage content with small learning curve; as well as an easy
to navigate, fast, clean, ADA-compliant front-end
62
RESUME INDIVIDUAL
Celtis
EDUCATION
BS Marketing, San José State
University
EXPERIENCE
6 Years
CERTIFICATIONS
+ Google Analytics
+ Google Campaign
Manager
+ Google Display &
Video 360
+ Hootsuite Social
Media Manager
+ Twitter Launch &
Connect
VALUE TO TEAM
+Digital Marketing
Strategy
+Media Planning
+Paid Digital Marketing
Ads Production
+Social Media Production
+Email Marketing
+Search Engine
Optimization
+Campaign/Annual Report
Production
Natalie De La Rosa
Account Services Executive
With extensive experience in digital marketing, Natalie manages and executes
comprehensive digital ad and media plans, overseeing every aspect of the
process from technical implementation to creative development. She specializes in strategic testing and optimization, ensuring campaigns are continuously
refined for optimal results. Her expertise in leveraging data-driven insights
allows her to make informed decisions that drive campaign performance and
exceed client expectations. Whether it's technical implementation, performance
analysis, or engaging copy and creative, Natalie is dedicated to delivering measurable success through innovative digital strategies
EXPERIENCE
Increased Metrolink Student Adventure Pass ridership by 42.6% as of
November 2024, compared to the same period in 2023. Planned and
executed a comprehensive media strategy targeting college students on TikTok,
Snapchat, Instagram, Spotify, Google Search, and YouTube Shorts, driving
awareness and engagement for the program through user-generated content
(UGC), which allows college students to ride Metrolink for free.
Metrolink
Account Services Executive
Developed and executive digital and traditional media buying strategy for
SCMTD’s environmental campaign. Ideal media platforms, placements, and
times to run ads were secured, ensuring maximum effectiveness with specific
audiences. A budget of over 100k was managed for the One Ride at a Time
campaign, which featured stunning photography from local photographers,
landing on the cover of Mass Transit.
Santa Cruz Metropolitan Transit District, Santa Cruz, CA;
Account Services Executive
Implemented multi-phased digital campaign and media buying efforts for
Metrolink. Executed a digital and traditional media buying efforts for Metrolink's
new Arrow Train service. A multi-phased digital campaign approach with curated
creative targeting various audiences was implemented, utilizing multiple
platforms such as Facebook, Instagram, TikTok, Google Search, and Google
Display.
Metrolink, Southern California, CA; Account Services Executive
Developed successful digital advertising campaigns resulting in over
$27,000 in bus pass sales. Comprehensive media strategy to target residents
on digital and traditional platforms resulting in $27,507 in bus sales. Ventura
County Transportation Commission (VCTC), Ventura, CA; Account Services
Coordinator
Increased organic search rankings by 13 positions for RCTC.
Implemented search engine optimization strategy, developed blog and social
content, provided strategic reports.
Riverside County Transportation Commission (RCTC), Riverside, CA; Digital
Marketing Administrator
63
RESUME INDIVIDUAL
Celtis
EDUCATION
BA English, Northwestern
University, Teaching
Credential, California State
University,Long Beach
EXPERIENCE
25+ YEARS
VALUE TO TEAM
+Communications strategy
+Community engagement
+Stakeholder relationship
development
+Project Management
+Website project
management
+Digital outreach strategy
and management
+Project Management
Devon Cichoski
Vice President and Outreach Strategist
Devon is a public sector veteran, communications expert, and proven manager with two decades of experience in community relations, media relations, public
affairs and marketing. Devon specializes in building bridges and facilitating
dialogue between complex organizations and the communities and
stakeholders they serve.
SELECTED PROJECT EXPERIENCE
Led campaign that boosted Metrolink’s student ridership by 42.6% Grew
usage of Metrolink’s Student Adventure Pass with social, display, search and
outdoor advertising. Leveraged user-generated content (UCG) and student
influencers to drive engagement. Managed media planning, buying and
reporting.
Southern California Regional Rail Authority (Metrolink), Los Angeles, CA, Account
Director (2023-ongoing)
Directed a campaign that increased RTC Washoe’s online engagement with
Spanish speakers by 200%
Campaign featured branded social and outdoor advertising paired with
culturally relevant UGC videos. Managed creative development, creator
relationships, social engagement, media planning, buying and reporting.
Regional Transportation Commission of Washoe County (RTC Washoe), Reno,
NV, Account Director (2024-ongoing)
Orchestrated a campaign to launch Metrolink’s innovative Arrow train
service
Drove service awareness and ridership growth with a campaign featuring social,
display, search and outdoor advertising. Managed media planning, buying and
reporting.
Metrolink, Los Angeles, CA, Account Director (2022-ongoing)
Led advertising campaign that delivered highest-ever student ridership in
Reno, NV
Grew usage of RTC’s Ed-Pass with social, print, event, and outdoor advertising.
Leveraged UCG to drive engagement. Managed creative development, creator
relationships, social engagement, media planning, buying and reporting.
RTC Washoe, Reno, NV, Account Director (2024-ongoing)
Developed engaging and effective community outreach programs for bus
restructuring studies in California and Nevada
Developed and implemented multilingual public engagement programs that
feature digital, print and community-based outreach approaches to solicit input on pre-and post-Covid bus restructuring.
•Gold Coast Transit District, Short Range Transit Plan, Oxnard, CA (2023-2024)
•Regional Transportation Commission Washoe County, TOPS Study, Reno, NV,
Account Director (2021-2022)
•Los Angeles County Metropolitan Transportation Authority, Next Gen Bus
Study, Los Angeles, CA, Account Manager (2018-2019)
64
RESUMES: INDIVIDUAL
Celtis
EDUCATION
B.A Journalism, Chicana/o
Studies, Minor in Spanish
Language Journalism,
California State University,
Northridge
EXPERIENCE
8 YEARS
LANGUAGES
English, Spanish
RECOGNITION
+ APTA AdWheel
Best Marketing and
Communications
Educational Initiative
VALUE TO TEAM
+Project Management
+Budget Strategy
+Social Media Marketing
+Bilingual Copywriting
and Editing
+Event Planning
+Email Marketing
+Public Outreach
+Multicultural Marketing
Sandra Gonzalez
Account Manager
Sandra has rapidly evolved as a communications strategist at Celtis. She’s
covered everything from digital strategy, public outreach, copywriting,
and translations, to project management. She has appeared in numerous
videos, including UGC content and voiceovers, which have helped
elevate campaigns. Sandra specializes in digital marketing for millennial
and Gen Z audiences. Her integration of popular platforms like TikTok
and Snapchat into the marketing mix for clients like VCTC and RTC
Washoe helped exponentially expand the reach and tap into core markets that increased ridership.
EXPERIENCE
Coordinated influential digital campaigns for RTC Washoe.
Developed, produced, and promoted UGC videos in Spanish, driving
engagement and connecting with the local community. Boosted visibility
for RTC services while fostering stronger relationships with Spanish-
speaking riders.
Regional Transportation Commission of Washoe County (RTC Washoe),
Reno, NV; Campaign Strategist
Groundbreaking Spanish language campaign drove a 217% increase
in Spanish-speaking web visits.
Developed a campaign from the ground up to successfully reach a wave
of new Spanish language visitors. By tapping into the cultural significance
of Lotería, the campaign effectively captured the attention and
imagination of the target audience. Through vibrant visuals and
storytelling, the campaign highlighted the connection between the game
and VCTC’s services.
Ventura County Transportation Commission (VCTC), Camarillo, CA;
Digital Multicultural Marketing Strategist
Deployed a Snapchat campaign that garnered 2X interaction.
Managed paid digital campaign on Snapchat. The platform offered
features that better target Ventura County high school and college
students, resulting in an 87% increase in impressions and 2X swipes,
without increasing ad spend.
Valley Express, Camarillo, CA; Account Executive
Strategic targeting with minimal ad spent received over 600k
impressions
Launched the Youth Ride Free campaign promoting free rides to youth
on any public transit bus in Ventura County. The campaign received also
received over 19k engagements (likes, comments, and shares).
Ventura County Transportation Commission (VCTC), Camarillo, CA;
Digital Marketing Strategist
65
RESUMES: INDIVIDUAL
Emily Kirwan
Senior Director of Account Services
Emily Kirwan’s robust marketing experience stems from 9 years in her field.
Her unique talent lies in her ability to connect her client’s service with the
right audience. Emily’s primary role is the development of media strategies
across multiple online and traditional advertising platforms, execution, and
reporting. Emily specializes in helping transit brands transition to digital,
while cutting costs and improving results. Emily has worked with over a
dozen transit agencies, including LA Metro, Ventura County Transportation
Commission, Orange County Transportation Authority, as well as local
Denver clients such as Andrew Hudson’s Jobs List and Women’s Bean
Project.
RELEVANT EXPERIENCE
Produced measurable digital results and cut costs by 75%
for VCTC.Created significant return on investment on Facebook, Instagram,
Google Ads, and Snapchat via brand awareness and online sales with smart-
targeted digital campaigns.
Ventura County Transportation Commission (VCTC), Ventura, CA;
Director of Digital Marketing
Generated 3M+ impressions and 11K+potential riders for
OCTA.Secured and tracked relevant social media influencers,to create
original, customized content.Designed special service awareness using
email marketing and AdWords.
Orange County Transportation Authority (OCTA),Orange, CA;
Director of Digital Marketing
Orchestrated digital campaigns increasing ridership 26%for
VE.Oversaw ongoing paid digital advertising campaigns targeting key
audiences on relevant social platforms.
Valley Express Bus,Santa Paula,CA;
Director of Digital Marketing
Directed unique animated messaging to reach 15k youth for TOT.Led
team in creation of visually appealing motion ads created specifically for the
target audience, designed by Celtis and featured on Instagram and
Facebook.
Thousand Oaks Transit (TOT),Thousand Oaks, CA;
Director of Digital Marketing
EDUCATION
MS Marketing, University of Denver
BBA, Non-Profit Marketing,
International Business, Baylor
University
EXPERIENCE
11 Years
VALUE TO TEAM
+ Experienced Account
Manager
+ SEO
+ Digital Marketing
+ Digital Media Buying
+ Reporting
+ Influencer Marketing
+ Strategic Planning
+ Email Marketing
+ Social Engagement
CERTIFICATIONS
+ Google Analytics
+ Google Search Advertising
+ Google Display Advertising
RESUMES: INDIVIDUAL
CA
S
E
Case Studies
PREVIOUS WORK
Look
What
We’ve
Done
> Conceptual stylescapes for Caltrain
"Pet owners appreciate La Quinta's pet-friendly parks and
communities, where our furry friends are welcomed with open
arms. Our pets are family, and La Quinta's pet-loving culture is
why we love La Quinta."
We connected the Santa Cruz transit system to the environment
Commitment to the local environment wins 2024 APTA awards
Santa Cruz Metro wanted to illustrate its commitment to the
environment. Directly linking riding transit with improving the
environment generated excitement and donations to two great
local environmental causes.
Brilliant nature photography transformed the METRO fleet.
Nearly a third of the METRO fleet have been wrapped with
nature photography by local celebrity photographers. The goal
is to associate SC METRO as much more than a local transit
system – a way to help the local environment one ride at a time.
Quarter of the
Metro fleet
features a shout
out to nature
CASE STUDY
Innovative, award-winning
Spanish-FIRST campaign
Spanish speakers empowered – 2023 APTA Grand Award winner
The Spanish-speaking audience is at the forefront of the
¡Buenas con VCTC! Campaign. Celtis saw an opportunity to
reach this important group and had the tools to do it. This
campaign tapped into the local Latino community and was
inspired by the game “Lotería” also known as “Mexican Bingo.”
Most of VCTC’s ridership comes from the Latino community and
the majority don’t speak English at all. We had an opportunity to
reach VCTC’s core customers with a campaign that was culturally
relevant and timeless. The Celtis team was led by our Latino
strategists to create a totally unique campaign. Digital
advertisements ran as an evergreen effort with strategic cards
designed to attract new riders. Outdoor advertising strategically
covered areas that are heavily populated with Latinos as an
additional tactic.
This campaign has empowered Spanish speakers In Ventura
County to give public transit a try. Strategic components that
were a part of the campaign included ads on a local Spanish-
language radio station, content developed from a local
influencer, Spotify ads, and ads in the largest Spanish-language
newspaper in the county. Each with tracking capabilities
incorporated.
Place an image here
129%
increase in
NEW web
visits from
Spanish-
speaking
visitors
CASE STUDY
We rebranded the City of
Inglewood to win a hotel tax
New brand engages community
A new approach to City communications in
Inglewood, CA opened channels between the City
government and the local community. Prior to a
Draft EIR release for an important transit project, a
refreshed brand energized the initiative and clarified
the important role of the project in the future of the
City of Champions. City used campaign to excite and
inform public about future projects. A 7% response
rate on a digital survey garnered the opinions of
thousands of valued community members. Ongoing
communications continue to build trust between
within community. It eventually helped deliver a
successful local occupancy tax for the city to help fund
future transit initiatives.
The City of Champions
brought back to life
through powerful
public engagement
to help pass local
occupancy tax.
CASE STUDY
28 Projects - One Brand
Umbrella brand created public enthusiasm and awareness of
agency’s many investments across the region
LA Metro had 28 active capital projects in progress. Each
project was at a different stage in the delivery process; some
projects were massive while others were more community-
based. Inconsistency in communicating these projects caused
issues with equity and awareness in the community and region.
By standardizing the outreach approach for all projects,
multiple issues were resolved, and a best practice project
branding platform was created. We created a suite of
information materials and used the same illustrator to create a
future vision for every project identity across all customer
touchpoints (from web pages to collateral and beyond). This,
along with the brand tagline of “in the works,” let everyone in Los
Angeles County know how much METRO was transforming
transportation for their benefit. Project branding led to greater
awareness, improved perception, and help lead to the eventual
passage of two transportation sales taxes allowing the County
to expedite and fund current and future projects.
Unifying multiple
brands led to
successful tax
measures and
improved public
support.
CASE STUDY
Brand evolution from startup to leading agency
Celtis helped Clean Power Alliance (CPA) evolve into their
new identity as a leading clean energy provider with a
rebrand implementation. CPA has grown significantly in the
last three years, becoming the largest clean energy provider
in the country. The brand needed to reflect the solidified
mission and vision, highlighting their leadership in reliability,
choice, and competitive pricing for clean energy. Celtis
implemented the new brand, including a refresh of the CPA
website. The new website boldly expresses the new brand,
bringing it to life with modern design, people-focused
photography, and custom animations. Celtis streamlined the
information flow for the refresh, prioritizing copywriting that
invited customers to engage with the new CPA. This brand
refresh leads the way to future growth and expansion of CPA
into new communities and a larger customer base.
People -oriented
design and custom
animations energize
CPA’s brand
Modern web design
brings the mission to life
New homepage - above the fold
New look improved awareness, perception and use
To improve the agency’s public awareness and
perception, SBMTA hired Celtis to conduct a brand
refresh. Celtis kicked off the process by developing a
new logo and color scheme for the agency. The
brand needed to be inclusive of all constituents and
not favor any single jurisdiction. The new logo draws
inspiration from the region’s most beloved assets:
blue water, rolling hills and the winding Pacific Coast
Highway. After the logo was approved, Celtis worked
with SBMTD to develop and implement a
comprehensive rebranding plan that extended the
new look to every aspect of the agency, from vehicles
and facilities to customer information and digital
communications.
Santa Barbara Brand Refresh
Celebrates Communities
Logo draws
inspiration from the
region’s most beloved
assets: blue water,
rolling hills and the
winding Pacific Coast
Highway
CASE STUDY
Positioning LOGO is keyto Riverside RCTC brand refresh
The Riverside County Transportation Commission
(RCTC) presented Celtis with this challenge: refresh
the agency’s image while maintaining the recognizable
elements of its longstanding brand. As with many
transportation planning agencies, RCTC’s constituents
often did not fully understand its role in their region’s
mobility and quality of life. Celtis created a new design
system that ensures RCTC’s name is prominently
attached to all its endeavors. At the same time, Celtis
rebuilt RCTC’s website, incorporating the agency’s new
visual identity every step of the way.
RCTC prominently positioned to claim ownership of projects
RCTC brand elements
reassembled to create
place and ownership of
projects.
New RCTC logo is
positioned at the upper
left corner to denote
project ownership
CASE STUDY
With a name like SANBAG,
the brand can only improve
Introducing SB cta and cog…
When the San Bernardino County Association of
Governments (SANBAG), polled its constituents in 2016, it
found that while only 23% of residents were aware of
SANBAG, their projects and programs received a favorable
rating of 78%. The agency hired Celtis to rebrand the agency
to bridge that gap. On January 1, 2017, SANBAG became
SBCTA (the San Bernardino County Transportation Authority).
Celtis created a brand for SBCTA to help the agency compete
with major players in the region. The new brand was applied
across all communications platforms and incorporated strict
guidance for use among partner agencies. The rebranding
allowed SBCTA to rapidly build support and become a major
player in the region.
New SBCTA brand
positioned the
agency to compete
with major players
in the region.
CASE STUDY
Projects recapture the imagination
of Los Angeles County
Perception of agency doubles. Sales tax support exceeds 70%
The "Imagine" campaign, launched in anticipation of a crucial municipal vote, showcased an
innovative approach to urban development and public engagement. By emphasizing the potential
transformative impact of a proposed projects, the campaign employed vivid imagery, compelling
narratives, and data-driven arguments to paint a picture of a brighter, more prosperous future for
Los Angeles County. Surveys conducted before and after the "Imagine" campaign exhibited a
marked increase in support across all perceptual measures. This surge in public approval and
enthusiasm was pivotal in the successful passage of the 1/2-cent sales tax, demonstrating the
campaign’s effective blend of emotional appeal and factual persuasion in creating a shared vision
for the community’s future.
77
Complete rebrand implementation changed the way LA viewed Metro
•Approachable voice Consistent
messaging
•Clear identifiable logo
•Consistent graphic standards
•End-to-end brand presence
•96% public awareness
•84% say image is improving
•82% say service is improving
•68% approval of transportation sales tax
•Record ridership and revenue
Rebranding one transit system
led to a dozen more
In response to evolving market demands and the
necessity for unification across all customer
touchpoints, LA MTA embarked on a
comprehensive rebranding initiative. This strategy
was meticulously designed to refine and enhance
public perception and operational coherence. Key
facets of this rebranding included the adoption of
an approachable voice to resonate with a diverse
demographic base, the establishment of consistent
messaging and graphic standards, and the
introduction of a clear, identifiable logo to ensure
an integrated brand presence.
These efforts significantly elevated LA Metro's
brand visibility, evidenced by a 96% public
awareness rate. Furthermore, surveys indicate
positive shifts in public opinion, with 84% of
respondents acknowledging an improvement in the
organization's image, 82% recognizing enhanced
service quality, and 68% expressing approval for a
transportation sales tax linked to LA Metro
initiatives. Notably, these strategic branding
activities have paralleled record-setting metrics in
both ridership and revenue, underscoring the
effectiveness of the rebranding campaign.
78
The impact of influencers and user-generated content
RELEVANT REPORT
An
Electrifying
Report
> Recent Caltrain report
"La Quinta is a haven for food lovers, with farmers' markets and rich local
produce. As restaurant owners, the abundance of quality ingredients shapes
our culinary offerings and is why we love La Quinta."
G O F A S T E R .
G O C A L T R A I N .
Final Marketing Report
August 11 - November 30, 2024
1,200,000
views
36,300
likes
40,600
shares
Top performer: @charweeezy
Micro-Influencer and User-Generated Content
Paid Social Advertising
Organic Social Media
E-mail Marketing
Search Engine Marketing
Out of Home
Newspapers
Broadcast/Streaming Television
Radio/Streaming
Direct Postcard Mailer
Electrifying Campaign Drives
49.7 Million Impressions
The “Go Faster. Go Caltrain.” campaign promotes
the groundbreaking nature of Caltrain's electric
transformation. This multi-faceted media strategy
spans digital, print, and broadcast platforms,
ensuring broad visibility and engagement across
various channels.
August 13, 2024: Caltrain’s influencer
goes viral on Instagram. Charlene’s
content alone accounts for half the
campaign’s total views.
Overview
Digital Report August 11 - November 30, 2024
49,772,427
Impressions
Impressions = number of times
content was seen
Campaign Drives
Engagement, Positive Buzz,
and Millions of Impressions
3.5K
Positive Neutral Negative
Neutral
36%
Negative
32.6%
Positive
31.4%
Thousands of positive
comments, 4,700+ content
saves, and 55k+ shares on
social media. Comments are
currently 67.4% positive or
neutral.
Encouraging Positive
Sentiment
Over 60 positive news articles
since August 11, 2024.
Press Buzz
Website visits up 35.6% since
the campaign launch compared
to the previous period. Most of
this increase is as a result of the
new /wifi landing page and /go
(campaign landing page).
Web Traffic Boost
Key Insights:
Digital Report August 11 - November 30, 2024
Influencer Goal Exceeded
by 59%
This campaign uses micro-influencers (modest following) and user-
generated content creators (minimal following; utilized for their
ability to create authentic content to be boosted by Caltrain).
1.59M
1.0M
Planned Impressions
Actual Impressions
0
500000
1000000
1500000
2000000 109,110
Engagements (shares, comments, saves)
$3.78
Avg. Cost Per Engagement
(industy avg. of $3.50)
40
Videos live (38 creators)
@charweeezy
@iamjaucccy
@loveletterstosf
@traingirlsummer
@kaitlynedejer
@meganators3000
@californiacalories
@eatprayvibe
@geezelouiseeeee
@monica.morales17
@gabecoaster
@_itsmaggiez
@homesbybrianna
@tundemodupee
@hungrydanz
@alwayshannegry
@sundropeats
@molizabaeth
@andrewtourssf
@claudiacandelas
@d.amberchanel
@thankyou.thriftagain
@heatherr.eats
@bitesofcalories
@vaniabeann
@alliedition
@millie.lai
@discoveringdevin
@angiehilem
@emilyifang
@itsthenoms
@homesbybrianna
@xoxocalimom
@jeddeo1
@orangeginger
@andersonnguyen.official
@monica.morales17
@mattiasblanco
@sjfoodgram
@sherryeatworld
Digital Report August 11 - November 30, 2024
49,772,427
Total Impressions
5,203,534
Total Views
510,791
Total Engagement
124,245
Total Clicks
Digital Report August 11 - November 30, 2024
A single influencer video had more views
than any other tactic (@charweeezy -
1,200,000 views)
YouTube ads had the second most views
(835,885)
Facebook had the highest engagement
(126,830)
Search ads had the most clicks (97,034)
Clear Channel (Out-of-Home Advertising)
had the most impressions (25,799,350)
Best performers
Expanding Our Impact
with Wide Reach and
High Engagement
It’s electrifying: Caltrain celebrates a historic switch
Caltrain sets ‘launch party’ for start of electrified operation
California’s new electric train makes for a shockingly better trip—we tried it
Caltrain Electrifies Bay Area Commute: Faster and More Frequent San Jose
to San Francisco Service Starting September
Caltrain Begins Electric Train Passenger Service
Calling all Bay Area train enthusiasts! Want to own a piece of Caltrain's
history?: Here's how
Caltrain debuts electric train, first of its kind in California
Ridership Of Bay Area Caltrain Is Up Drastically Following A Transition To
New Electric Trains
Caltrain's electrification project is paying off big-time
Caltrain Rides High
in Online Buzz
People Are Talking: A few of Caltrain’s 60+ positive articles
Digital Buzz Soars: Influencers drive a wave of love
for Caltrain
Screenshots of positive Tiktok and Instagram engagement on influencer content.
Community Favorite:
Digital Report August 11 - November 30, 2024
Even the most successful marketing campaigns have room to grow and evolve. By
refining key messages, evolving the creative, and exploring new strategies, we can
build on current success, reach new audiences, and strengthen our impact.
Maximizing Future Campaign
Effectiveness
Recommendations:
Leverage sporting events to drive
ridership for fans attending games
Collaborate with local groups and
sports teams to develop engaging,
on-train content that showcases the
benefits of Caltrain
Strategic Partnerships and
Collaborations
Campaign Management
Assign a dedicated team or individual
to manage the campaign
Bring all creative development under
one umbrella
Continue all advertising currently deployed with an increased focus on
micro-influencers and Clear Channel
Run UGC and influencer content as ads on TikTok and Instagram
Tap into experiential marketing opportunities by inviting influencers to
attend a private event and create content on the trains
(seasonal/sports/holiday/events)
Evolve red-light creative to follow the seasons/events/destinations
Keep Fueling Campaign Growth
Digital Report August 11 - November 30, 2024
Maximizing Future Campaign
Effectiveness
Recommendations:
Engagement and Interactive Experiences
Engage potential riders to participate in a scavenger hunt to win local prizes by
posting photos on social media, promoting Caltrain to their friends
Create Instagrammable content opportunities by passing out red glow
necklaces and giveaways to riders during evening commutes
Promote special event train nights on the First Friday of each month (e.g., red
glowing rave train with a DJ; holiday movies on an oversized screen)
Announce a Spring Break and Summer Vacation Passport Promotion for
parents and families to encourage taking Caltrain to destinations and events
along the corridor
Target customer-segmented audiences with customized messaging
and creative
Targeted Advertising and Messaging
Creative Use of Space and
Non-Traditional Advertising
Utilize stations, fencing,
walls, and Caltrain
property along the
corridor to expand on
creative
Explore non-traditional,
street-level guerrilla
advertising tactics
Digital Report August 11 - November 30, 2024
A Look at the Campaign
That Sparked Engagement
Creative Impact Review:
Digital Report August 11 - November 30, 2024