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Marketing Alliance, Inc.M AA MARKETING ALLIANCE Marcie Graham, Marketing Manager City of La Quinta 78495 Calle Tampico La Quinta, CA 92253 Dear Marcie, Marketing Alliance is pleased to submit this proposal in response to the City of La Quinta's request for marketing, branding, campaign development, and digital marketing services. Our experience of over 24 years serving over 440 communities in 29 states can give you and the City of La Quinta a significant advantage in reaching your strategic and marketing goals. With this deep understanding of destination marketing and economic development, we are excited about the opportunity to collaborate with your team in strengthening La Quinta's presence as a premier destination. Today, we share our initial thoughts in hopes to have a follow-up conversation that will allow us to be very specific in deliverables... deliverables that create measure impact for you and your stakeholders. Our approach is designed to seamlessly integrate creative storytelling, digital strategy, and targeted outreach to enhance engagement with visitors, businesses, and residents alike. Throughout this proposal, you will find a comprehensive work plan that aligns with La Quinta's goals, ensuring high -impact marketing initiatives that drive measurable results. From media buying and content creation to brand enhancement and public relations, we are committed to delivering innovative solutions that elevate La Quinta's visibility and economic potential. Marketing Alliance has worked with communities across the country to develop strategic marketing campaigns that celebrate what makes each place unique. We bring a combination of industry expertise, creative execution, and data -driven strategy to ensure that La Quinta's brand continues to grow and thrive. As the "Gem of the Desert," La Quinta has a distinct identity that deserves a marketing strategy as dynamic and engaging as the community itself. Our project leaders have been recognized amongthe best in the industry, having won virtually every major creative advertising award, including honors for branding, website development, digital campaigns, direct mail and video production. This level of expertise ensures that every aspect of this project resonates with audiences in a powerful, impactful way. We would love the opportunity to connect with you in a follow-up interview to share more about our approach and learn about your vision for La Quinta's future marketing efforts. Please feel free to reach out at your convenience, and we look forward to continuing the conversation. All the best, David Petr I CEO I dpetr@marketingallianceinc.com 1 863-956-7474 Marketing Alliance and La Quinta For over 23 years, Marketing Alliance has helped communities strengthen their brands, attract visitors and businesses, and tell their stories in meaningful ways. We've worked in 29 states and partnered with more than 440 communities, bringing deep expertise in destination marketing, economic development, and digital engagement. Our team of 10 dedicated professionals has a combined 135 years of experience, specializing in webs ite development, digital marketing campaigns, video production, lead generation, and brand strategy —delivering creative solutions that elevate a city's presence. We've had the privilege of workingwith municipalities, tourism organizations, and economic development agencies to develop strategies that highlight what makes each place unique. By tailoring our approach to each community's strengths and vision, we create marketing campaigns that drive engagement, boost awareness, and deliver real results. We are committed to producing high - quality workthat not only reflects a city's identity but also ensures long-term impact. Marketing Alliance is a privately owned firm led by our CEO, David Petr. We are incorporated in the state of Florida and have been serving communities since our incorporation in June 2001. Marketing Alliance operates independently and is not a subsidiary of any parent company. Taxpayer identification number: 64-0947812 Marketing Alliance is headquartered in Celebration, Florida, with an additional office in Austin, Texas to support clients nationwide. While we have worked with communities across the country, we recognize the value of having a local presence. If awarded this project —at any budget level —we are prepared to open an office in La Quintato provide dedicated support and ensure seamless execution of all marketing initiatives. Our focus is always on delivering impactful results, and we are committed to beingfully engaged with the La Quintacommunity throughout this partnership. Qui vG,4stG, Project Leads David Petr CEO / Strategy Clients can expect significant results from Marketing Alliance through the leadership of David Petr, owner and CEO of this purpose -driven company. Spanning over 28 years, his career has included running traditional advertising agencies as well as spearheading economic development organizations in Illinois, Texas, Florida and Maryland. Unique to the economic development marketing industry, Marketing Alliance is the only company guided by a former economic development CEO. David's marketing work has earned national accolades and his economic development work has resulted in thousands of jobs created and billions of dollars facilitated. His ability to position communities for success is the result of an active travel schedule, totaling 36 communities visited in 2023. He finds fulfillment in understanding the value proposition of a place, telling its story well, and expanding project pipelines to benefit the residents of clients' communities. David works with leadership to empower his broader team located throughout the United States. Jenny Updike Project Management Jenny has always loved helping people. With a background in the medical field, Jenny's organizational skills, attention to detail, and passion for providing support has quite literally saved lives in the operating room and is now being utilized to provide dedicated oversight for the success of each of our client's projects and priorities. She brings years of management experience from a variety of dynamic environments to the team and is committed to providing first class service, consistent communication, and efficient solutions. Jon Maynard Strategy Jon guides the Marketing Alliance team in creating strategies that align with our clients' specific economic development challenges and goals. His strategic approach has been instrumental in several client engagements, most notably with Lafayette and Winston Counties in Mississippi. In these initiatives, he developed innovative workforce programs that received the maximum funding awards from the Tennessee Valley Authority and established new benchmarks in community -focused marketing and talent development. Jon's focus involves crafting marketing solutions that are successful, resilient and adaptable in achieving immediate objectives, ensuring sustainable growth and long-term success in dynamic markets. His commitment to problem - solving and forward -thinking strategies is a cornerstone of our success, ensuring that our clients meet and exceed their economic growth and market presence goals. Mark Kitchens Design For over 18 years at Marketing Alliance, Mark has worked with over 300 clients on 450+ websites, 60+ branding projects and 70+digital marketing campaigns to help communities become better places to live and work. He's best at directing the creative team to hit our client's moving targets and at being adaptable in an environment where each client has different challenges, strengths and opportunities. Among other accomplishments, last year, Mark successfully rebranded Facility Logix, a leading Life Science consultancy in Maryland, as well as Kentucky Cornerstone — a new economic alliance in Kentucky. Mark's super power is hearing what the client needs and creating tools to promote the unique selling points of their city, county, region, state or organization. He gladly pushes himself to exceed client satisfaction towards successfully achievingtheir goals. Natalia Diaz -Payton Digital Outreach Based in McKinney, Texas, Natalia is an award winning content and digital marketer with over a decade of deliverings uperior branding experiences. Natalia leverages 15 years of industry experience and digital technology to understand prospect behavior, deliver highly -targeted digital campaigns and influence decision makers to take action. As an expert in digital communications, her recent workforce attraction campaign saw a 286% increase in positive reactions on Facebook for Henderson, Kentucky. And, Natalia's dedicated email blast to site selectors and decision makers for Kentucky Cornerstone identified 27 company leads. She puts our clients' goals at the forefront of everything she does —from negotiating media buys, implementing digital campaigns and adaptingto trends and algorithms that can (and do) change overnight. As an ally to economic development digital media leadership, she partners with them to create new or hybrid solutions that are untraditional, powerful and set Marketing Alliance clients apart in an often cluttered space. Porter Foster Online Experiences Porter has built hundreds upon hundreds of websites. He actually lost count around 300, many years ago. At Marketing Alliance, Porter is more than a programmer. He's a problem -solver, guide, teacher and a life-long resource for our clients. Porter knows how powerful a tool a website can be in showcasingthe strengths of a community 24/7. Because of his decades -long tenure developing economic development websites, Porter is able to create user experiences and content journeys that the site selection and company decision makerworlds react to. His solutions are never off the shelf, and always inspired to be as unique as the client communities we serve. If you have visited a handful of economic development websites recently, chances are, you have seen his work. Carol Gassaway Writing For more than two decades, writer and editor Carol Gassaway has made compelling communication her business, promoting clients from every segment of the marketplace, from consumer to industrial to financial. She has helped to create advertising and marketing strategies for numerous economic development agencies on both local and national levels. In addition to her advertising and marketing experience, she has reported for local and regional business journals, and has served as a non-fiction editor for a variety of projects. She is also a published novelist. Kirsten Hill Videographer Kirsten is creative to her core. She is afilm editor, camera operator, graphic designer, and web designer, with editing being her primary passion. Prior to Marketing Alliance, Kirsten, along with her business partners, launched their own production company, New Angle Films in Charlotte, North Carolina. Today, Kirsten uses her extensive creative skills to enhance the products and services Marketing Alliance offers to our customers. Marketing Alliance believes that to ensure the success of this project we have chosen to present our approach tow hat we believe are the key marketing areas essential to La Quinta's success, rather than outlining every individual deliverable at this stage. Below, you will find an overview of our creative process in these areas, providing insight into how we will execute this initiative. On the budget breakdown tab, you will see how funds are allocated between time worked and media spend at each budget level. This approach allows us to provide the most effective and customized solution —one that can only be fully realized after a deeper conversation with your team. As part of the project kickoff, the Marketing Alliance team will meet with the La Quinta team in their offices for a strategic discussion to align on key objectives, refine priorities, and discuss specific needs. Marketing Alliance is confident that within three days of this meeting, we can deliver a detailed scope of work document with deliverables that fully aligns with La Quinta's marketing goals. Media Buying At Marketing Alliance, we have worked with communities to develop and execute media buying strategies that maximize reach and engagement. Our experience in destination marketing and economic development allows us to create targeted, data -driven media plans that align with La Quinta's marketing objectives. Strategic Media Planning & Placement We develop a comprehensive media strategy that leverages both traditional and digital platforms to ensure optimal exposure. This includes: Identifyingthe most effective channels based on audience insights, regional tourism trends, and historical campaign performance. For example, in similar destination marketing campaigns, we have successfully balanced digital placements with print advertisements in visitor guides to engage both tourists and residents. Executing media placements that align with campaign goals, maximizing visibility across key demographics. Whetherthrough high - impact placements on travel websites, targeted social media ads, or billboards along major highways, we ensure La Quinta remains top of mind for key audiences. Continuously assessing media trends and adjusting strategies to enhance effectiveness. This includes tracking changes in consumer behavior, such as the rise in mobile -first searches for travel destinations, to refine ad placements accordingly. Campaign Monitoring & Performance Reporting We employ robust tracking and reporting tools to measure media performance in real time, ensuring every investment is optimized. Our team provides: • Regular performance evaluations to assess key metrics such as impressions, engagement, and conversions. For instance, a recent tourism campaign we managed saw a 35% increase in web traffic through geo-targeted digital ads. • Detailed reports highlighting insights, trends, and recommendations for ongoing optimization. This includes monthly analytics summaries that outline performance across media channels, helping inform future marketing decisions. • Transparent reporting that enables data -driven decision -making throughout the campaign lifecycle. By leveragingtools like Google Analytics, social media insights, and third -party verification platforms, we ensure all results are measurable and actionable. Campaign Optimization To ensure campaigns remain effective, we take a proactive approach to media optimization. This includes: Identifying opportunities to enhance campaign effectiveness based on audience response and engagement data. For example, if video ads on YouTube show higher engagement rates than static banner ads, we adjust spending to prioritize video placements. Adjusting media allocations dynamically to improve overall return on investment. We continuously monitor cost -per -click (CPC), conversion rates, and audience retention to shift budgets toward the best -performing placements. Testing creative variations to determine the most effective messaging and formats. A/B testing of different ad creatives allows us to refine messaging, ensuring that calls to action resonate with La Quinta's diverse audience. Diversified Media Program A balanced media mix is essential to reaching both existing and new audiences. Our strategy includes: • Segmenting target demographics to ensure precise audience reach. This involves analyzing audience behaviors to differentiate between tourists, seasonal visitors, and local residents, tailoring messaging accordingly. • Balancing traditional and digital media placements for comprehensive market penetration. For example, combining digital display ads with sponsored content in regional travel magazines can create aseamless customer journey. • Implementing strategies that cater to seasonal trends and city -specific promotional needs. Whether targeting winter visitors seeking warm getaways or promoting summer festivals, we design media buys that adapt to La Quinta's peak tourism cycles. Budget Allocation & Strategic Planning We take a structured approach to budget allocation, ensuring media investments generate maximum impact. This includes: • Developing a media plan that aligns with La Quinta's marketing objectives while maintaining flexibility for adjustments. For instance, if a new event or tourism opportunity arises mid -campaign, we can reallocate funds to capitalize on the moment. • Providing clear budget recommendations that ensure an effective mix of reach and frequency. This involves determiningthe optimal spend across platforms like social media, programmatic ads, search engine marketing, and print placements. • Ensuring seamless integration of media buying within the broader marketing strategy. Media placements are coordinated with content marketing, PR efforts, and brand messagingto create a cohesive promotional approach. iki Graphic Design L At Marketing Alliance, we specialize in crafting visually compellingdesigns that enhance brand identity and effectively communicate key messages. Our team has worked with communities across the U.S. to develop creative assets that inspire engagement and elevate destination marketing efforts. Innovative and Engaging Design We take a strategic approach to graphic design, ensuring that every visual element aligns with La Quinta's unique brand and storytelling. Our process includes: • Developing dynamic, visually engaging materials that capture the city's culture, lifestyle, and attractions. • Utilizing high -quality imagery, typography, and layout techniques to create compelling marketing assets. • Incorporating modern design trends to ensure materials remain fresh, impactful, and relevant. Brand Consistency & Identity Enhancement Our designs adhere to and enhance La Quinta's established brand identity, ensuring consistency across all marketing materials. This includes: • Working within existing brand guidelines while identifying opportunities for refinement and evolution. • Creating a cohesive visual language across digital, print, and environmental design elements. • Ensuring that every design element —from color palettes to typography —reflects La Quinta's premium image. Inspiring & Motivating Audiences We design with the intent to inspire, encourage engagement, and drive action. Our approach involves: • Crafting marketing materials that highlight La Quinta's key attractions, events, and experiences. • Developing digital and print assets that encourage visitors and residents to explore all the city has to offer. • Creating interactive and visually compelling graphics for social media, print, and outdoor advertising. High -Quality Standards & Execution Marketing Alliance is committed to producing high -quality, well -thought-out designs that elevate La Quinta's image. Our quality assurance process includes: • Ensuringall designs are optimized forvarious platforms, including digital screens, social media, and print publications. • Producing materials that are visually engaging while maintaining clarity, accessibility, and impact. • Collaborating with city stakeholders to refine and perfect designs before final delivery. Brand Enhancement At Marketing Alliance, we understand the importance of a strong, cohesive brand that resonates with both residents and visitors. Our team has worked to refine and elevate brand identities, ensuring they remain relevant, impactful, and aligned with long-term growth objectives. Collaborative Brand Development & Refinement We will work closely with La Quinta's city staff to enhance and evolve the existing brand identity while maintaining consistency with its established image. Our approach includes: • Conducting brand audits to assess current positioning, messaging, and visual elements. • Refining brand messaging to ensure alignment with the city's evolving identity and goals. • Providing strategic recommendations to strengthen brand equity and recognition. Brand Elements & Creative Development We will refine and develop key brand elements to ensure acohesive, modern identity. This includes: • Updating color palettes and typography to align with the city's vision. • Developing refined taglines and messaging that reinforce LaQuinta's unique appeal. • Crafting mission statements that clearly define the city's identity and aspirations. • Aligning branding with key events and campaigns to create a unified experience. Brand Asset Creation & Implementation To maintain consistency across platforms, we will provide detailed recommendations for brand application across digital and print media. This includes: • Designing templates for marketing materials, ensuring brand consistency across all city communications. • Developing adaptable brand assets for use in social media, advertising, and event marketing. • Providing strategic guidance on brand integration across city signage, visitor guides, and promotional materials. Brand Toolkit & Style Guide To ensure long-term brand consistency, we will develop a comprehensive brand toolkit that serves as a reference for all stakeholders. This includes: • A detailed style guide outlining brand colors, typography, logo usage, and design principles. • Updated guidelines for print, digital, and environmental branding applications. • A bi-annual review and refinement process to ensure brand elements stay fresh, relevant, and adaptable to new initiatives. Economic Development At Marketing Alliance, we have worked with economic development organizations across the U.S. to craft compelling marketing strategies that attract businesses, enhance visibility, and drive investment. Our expertise allows us to develop targeted campaigns that position La Quinta as an ideal destination for business growth and economic opportunity. Business Attraction & Retention Strategies We will create and execute a strategic marketing campaign focused on attracting new businesses and supporting existing ones. Our approach includes: Identifying key industries and business sectors that align with La Quinta's economic vision. Developing messaging that highlights the city's business -friendly environment, workforce advantages, and quality of life. Crafting targeted outreach strategies to engage site selectors, business leaders, and investors. Enhanced Visibility & Market Positioning To strengthen La Quinta's presence in regional and national business conversations, we will: • Develop and implement marketing strategies that enhance visibility among site selection consultants, corporate decision -makers, and real estate professionals. • Utilize digital advertising, trade publications, and industry conferences to showcase La Quinta's strengths as a business destination. • Position the city as a premier location for commercial development within the Coachella Valley. Marketing Material Development High -quality marketing collateral is essential for economic development efforts. We will create a suite of materials tailored to La Quinta's needs, including: • Brochures & Flyers — Professionally designed materials highlighting La Quinta's competitive advantages. • Investor Packets —Comprehensive documents showcasing economic data, workforce statistics, and available incentives. • Social Media & Digital Content —Engaging graphics, blog posts, and targeted advertisements to reach business audiences online. • Video Production — High -impact promotional videos featuring business success stories, key industry opportunities, and La Quinta's unique economic landscape. Targeted Messaging & Storytelling To effectively communicate the benefits of doing business in La Quinta, we will: • Develop a clear, compelling narrative that aligns with the city's economic development goals. • Use data -driven storytelling to showcase demographic trends, infrastructure advantages, and industry potential. • Craft messaging that resonates with key stakeholders, including entrepreneurs, investors, and corporate executives. Collaborative Economic Development Initiatives Marketing Alliance values ongoing collaboration with city staff to ensure alignment with La Quinta's economic vision. Our team will: • Maintain regular communication with local leaders to refine marketing efforts. • Support business retention programs by promoting La Quinta's existing industries and success stories. • Assist in outreach efforts to secure partnerships with developers, trade organizations, and regional economic groups. qW Public Relations A strong public relations strategy ensures that La Quinta's story is told in a way that resonates with residents, visitors, and businesses alike. Marketing Alliance specializes in developing communications that not only inform but also inspire engagement and action. Through carefully crafted messaging, media outreach, and strategic storytelling, we will position La Quinta as a vibrant and thriving destination. Media Relations & Press Outreach A well -executed media strategy helps build awareness and credibility. We will: • Develop press releases and media advisories to highlight key city initiatives, community events, and economic growth efforts. • Proactively pitch stories to local, regional, and national media outlets to secure valuable press coverage. • Identify newsworthy opportunities that reinforce La Quinta's brand while engaging the public in meaningful ways. Community Engagement & Messaging Public relations extends beyond media coverage —it's about fostering a connection between the city and its audiences. Our approach includes: • Engaging with community members to understand local priorities and tailor messaging accordingly. • Crafting talking points for city officials to ensure consistent and effective communication across various platforms. • Developing outreach strategies that connect with both residents and visitors, strengthening La Quinta's presence as a sought-after destination. Content Development & Thought Leadership Compelling content helps shape public perception and keep La Quintaat the forefront of important conversations. We will: • Create engaging blog content that aligns with community events, tourism initiatives, and economic development efforts. • Produce feature articles and opinion pieces that establish La Quinta's leadership in business growth, tourism, and community development. • Ensure all communications are clear, impactful, and aligned with the city's long-term vision. By taking a proactive and strategic approach to public relations, we will elevate La Quinta's profile, foster deeper community engagement, and ensure the city's key messages reach the right audiences at the right time. Digital Services A strong digital presence is essential fore ngaging target audiences and maximizing La Quinta's visibility across platforms. Marketing Alliance specializes in data -driven digital marketing strategies that not only increase awareness but also drive measurable results. From search engine optimization to paid digital campaigns, we create integrated strategies designed to reach the right people at the right time. Comprehensive Digital Advertising Strategy To ensure La Quinta's brand is effectively promoted online, we will: • Develop and execute digital advertising campaigns across multiple platforms, including social media, programmatic ads, and Google Ads. • Oversee the creation of compelling digital ad creatives that align with the city's brand and marketing goals. • Implement performance tracking tools to measure campaign effectiveness, including key metrics such as impressions, click -through rates, and conversions. • Continuously analyze and optimize campaign performance to maximize return on investment. Search Engine Optimization (SEO) & Website Performance An optimized website is the foundation of a successful digital marketing strategy. We will: • Implement SEO best practices to improve La Quinta's search engine rankings, ensuring the city remains visible in relevant search queries. • Conduct keyword research and on -page optimizations to increase organic traffic. • Manage pay -per -click (PPC) advertising campaigns, including bid management and performance analysis, to drive targeted traffic to La Quinta's key landing pages. Target Audience & Market Expansion Reaching the right audience requires astrategic approach to digital engagement. We will: • Develop targeted digital media strategies to connect with specific geographic and demographic segments. • Utilize audience data and behavioral insights to refine digital marketing campaigns for maximum effectiveness. • Expand La Quinta's digital reach by testing new ad formats, retargeting strategies, and emerging online platforms. Through a well-rounded digital marketing strategy, we will help La Quinta strengthen its online presence, reach key audiences, and generate meaningful engagement that supports tourism and economic development goals. Photography Services Compelling visuals are essential to showcasing La Quinta's unique character and attracting both visitors and businesses. Marketing Alliance specializes in high -quality, professional photography that captures the vibrancy, culture, and lifestyle of a community. Our team will develop a comprehensive photography strategy to provide La Quinta with an extensive library of imagery for marketing, branding, and promotional use. High -Quality, Story -Driven Imagery Photography is more than just capturing moments —it's about telling a story. We will: • Deliver high -resolution, professionally edited photographs that reflect the essence of La Quinta. • Capture authentic images of residents, visitors, and business owners that highlight the community's energy and diversity. • Showcase local art, culture, and events, ensuringthat key attractions are visually represented. • Provide high -impact images of restaurants, retail areas, and outdoor dining experiences to support tourism and economic development efforts. • Document community events, festivals, and special occasions to create a rich visual archive for future marketing use. Photography Campaigns & Event Coordination Strategic photography campaigns ensure that imagery aligns with La Quinta's broader marketing goals. We will: • Plan and execute seasonal and event -driven photography shoots to create fresh content year-round. • Coordinate with city staff to capture major initiatives, special events, and promotional opportunities. • Develop a flexible content library that can be used across digital, print, and social media platforms. Drone & Aerial Photography Aerial photography provides a unique perspective that enhances storytelling and showcases La Quinta's stunning landscapes. We will: • Utilize drone technology to capture sweeping views of parks, recreational spaces, and key landmarks. • Produce dynamic aerial imagery that highlights commercial developments, business districts, and scenic attractions. • Ensure compliance withal[ FAA regulations for safe and professional drone operations. By providing La Quinta with a diverse collection of high -quality images, we will ensure the city has the visual assets needed to engage audiences and elevate its brand across all platforms. Video Services Video is one of the most powerful storytelling tools available, allowing La Quinta to engage audiences in a dynamic and immersive way. Marketing Alliance specializes in producing high -quality, visually compellingvideo content that highlights a community's best assets, from its people and businesses to its landscapes and events. Cinematic, High -Impact Video Production Our team will develop a customized video strategy to bring La Quinta's brand to life through storytelling. This includes: • Producing professionally shot, high -resolution video content that captures the energy and character of La Quinta. • Showcasing local businesses, community members, and key attractions to create an authentic representation of the city. • Highlighting La Quinta's cultural, culinary, and recreational offerings to appeal to visitors, investors, and new residents. • Capturing live -action footage at community events, festivals, and city -sponsored initiatives. Engaging Video Campaigns & Vlogs Strategic video campaigns ensure La Quinta's messaging reaches the right audience in an engaging format. We will: • Create video series and vlogs that align with seasonal events, tourism initiatives, and business development goals. • Work closely with city staff to develop concepts that reinforce La Quinta's brand identity and key messages. • Utilize motion graphics, on -screen text, and visual effects to enhance storytelling and create a polished, modern look. Drone & Aerial Videography Aerial video provides a unique perspective that enhances destination marketing efforts. We will: • Use state-of-the-art drone technology to capture sweepingfootage of La Quinta's landscapes, parks, and commercial districts. • Produce visually stunning aerial sequences that showcase key business corridors, real estate opportunities, and community assets. • Ensure compliance with FAA regulations to maintain safe and legal drone operations. Video Distribution & Optimization High -quality content is only effective if it reaches the right audience. Our team will: • Optimize videos for multiple platforms, including the city's website, social media, YouTube, and digital advertising campaigns. • Develop versions of videos indifferent lengths to maximize engagement across various channels. • Provide recommendations for video SEO strategies to improve visibility and audience reach. Through a strategic and creative approach to video production, we will equip La Quinta with impactful storytelling tools that enhance its brand, promote tourism, and strengthen community engagement. Website Management A well -maintained website is the foundation of an effective digital presence. Marketing Alliance specializes in managing and optimizing tourism and economic development websites, ensuringthey remain up-to-date, engaging, and user-friendly. Our approach will enhance La Quinta's website to serve as a dynamic hub for visitors, businesses, and the community. Content Management & Updates Keeping website content fresh and relevant is essential for maintaining engagement. Our team will: • Manage and update the city's event calendar to ensure timely and accurate listings. • Maintain a robust media library, organizing and optimizing photos, videos, and other digital assets. • Create and refresh website content to highlight key city initiatives, tourism opportunities, and business development efforts. User Experience & Optimization A seamless, intuitive user experience ensures that visitors can easily find the information they need. We will: • Optimize page layouts for clear navigation, readability, and mobile responsiveness. • Improve form functionality to simplify interactions for residents, tourists, and business owners. • Conduct periodic reviews of website performance to identify opportunities for enhancements. Website Maintenance & Technical Support A reliable website requires ongoing maintenance to prevent technical issues and ensure smooth functionality. Our team will: • Regularly update the homepage and secondary pages in collaboration with city staff. • Troubleshoot and resolve any technical issues by coordinating with the city's website provider. • Ensure compliance with best practices for security, accessibility, and performance optimization. By taking a proactive approach to website management, we will ensure La Quinta's digital presence remains a valuable resource for both visitors and stakeholders. Activations Creating immersive, hands-on experiences allows visitors to connect with La Quinta in away that goes beyond traditional marketing. Marketing Alliance specializes in interactive activations that generate buzz, encourage participation, and leave lasting impressions on residents and tourists alike. Experiential Marketing & Engagement Instead of simply promoting La Quinta through digital and print media, we will develop activations that make the city's brand tangible. Our approach includes: • Interactive pop-up experiences, such as mobile exhibits showcasing La Quinta's history, art, and culture at key events or high -traffic areas. • Live demonstrations and workshops, such as artist -led mural painting sessions, chef -hosted cooking experiences featuring local cuisine, or behind -the -scenes tours of La Quinta's most iconic locations. • Scavenger hunts and gamified experiences, using QR codes placed throughout the city to guide visitors through a curated journey, unlocking digital content, special discounts, or exclusive events alongthe way. Creative & Innovative Execution To ensure activations stand out and encourage engagement, we will: • Develop immersive brand installations, such as projection mapping on buildings that tell the story of La Quinta's evolution. • Incorporate sound and sensory elements into activations, like interactive soundscapes that transport visitors to the desert landscape or augmented reality photo stations where users can digitally "step into" key locations around the city. • Use surprise and delight strategies, such as unannounced pop-up performances from local musicians or hidden giveaways that encourage social sharing and organic promotion. Brand Alignment & Strategic Consistency Every activation will be designed to seamlessly align with La Quinta's marketing goals, ensuring: • A direct connection to the city's brand identity, reinforcing its reputation as a vibrant and welcoming destination. • Cross -promotion with ongoing marketing campaigns, allowing activations to generate momentum for larger city initiatives. • Scalable implementation, so experiences can be adapted for seasonal promotions, local festivals, or major tourism events. Measurable Impact & Audience Insights To track the success and reach of activations, we will: • Implement engagement tracking methods, such as mobile check -ins, user -generated content incentives, and real-time participation analytics. • Capture social media integration opportunities, encouraging attendees to share their experiences using branded hashtags or interactive filters. • Gather audience feedback and insights to refine future activations, ensuring continuous improvement and long-term impact. By offering unique, hands-on experiences that surprise, educate, and entertain, we will position La Quinta as a destination that not only attracts visitors but also invites them to engage with the city in ways they will remember and share. �-----�- ► maim m a Annual Guide to La Quinta Af. A well -crafted tourism guide serves as a key resource for visitors, providing inspiration, practical travel information, and a compelling introduction to all that La Quinta has to offer. Marketing Alliance specializes in producing high -quality visitor guides that blend engaging storytelling, strategic design, and digital integration to enhance destination marketing efforts. Comprehensive Content Development The foundation of an effective guide is well -researched, engaging content that highlights the best of La Quinta. We will: • Conduct in-depth research to curate a collection of must -visit attractions, events, restaurants, accommodations, and hidden gems. • Develop compelling written content, including feature articles, insider tips, and engaging descriptions that capture the city's unique character. • Utilize high -quality photography and custom imagery to bring La Quinta's landscapes, culture, and lifestyle to life. • Integrate visually engaging design elements, including infographics and branded styling, to create a modern, reader -friendly experience. High -Impact Print Guide Production A well -designed print guide serves as a tangible, informative tool for visitors and businesses. Our team will: • Design a visually appealing, user-friendly guide that aligns with La Quinta's brand identity. • Explore various formats, ensuring a balance between readability, practicality, and portability for travelers. • Maintain a high standard of print quality, ensuring vibrant visuals and durable materials for longevity. Digital Integration & Interactive Features To extend the reach of the guide, we will create a digital version that enhances user experience through interactivity. This includes: • Developing an online version optimized for desktop and mobile viewing. • Implementing interactive elements such as embedded maps, virtual tours, and direct booking links for hotels and attractions. • Ensuring the digital guide is easily shareable, with social media integration and downloadable formats. Strategic Distribution & Promotion A well -distributed guide maximizes its impact by reaching key audiences where they are most likely to engage. We will: • Develop a distribution strategy that places the guide in key locations such as visitor centers, hotels, airports, and event venues. • Explore partnerships with local businesses, tourism organizations, and media outlets to expand reach. • Implement promotional campaigns that drive awareness and readership, including social media spotlights, influencer collaborations, and targeted advertising efforts. By blending engaging content, high -quality design, and seamless digital integration, we will create an Annual Guide that positions La Quinta as a premier travel destination while providing visitors with an invaluable resource for their journey. r Budget Breakdown Marketing Alliance structures our billing based on hourly work and media costs, ensuring trans pare ncy and flexibility in project execution. We bill at a standard rate of $175 per hour for alIwo rk, covering strategy, creative development, media execution, and ongoing support. Our standard practice is to bill monthly based on the actual hours worked in that period, ensuring clear accountability and accurate tracking of work completed. However, we are flexible and can adjust billing structures based on La Quinta's preferences, such as quarterly billing or milestone -based invoicing. Each budget tier includes a combination of strategic services, creative execution, media buying, digital management, and ongoing support, with higher tiers allowing for expanded efforts in media outreach, additional campaign elements, and deeper audience engagement. Below is the projected range of hours and media cost allocation for each budget level: Budget Total Estimated Scope Overview Level Hours Media Buy (Range) Allocation $550,000 1,800— $200,000— Core branding, website management, digital marketing, social media, 2,200 $250,000 video production, media buying, and PR. Focus on essential campaign hours deliverables with targeted activations. $750,000 2,400 — $300,000 — Expanded content creation, additional activations, broader media reach, 2,800 $350,000 increased video production, and enhanced website/digital services. hours Allows for extended PR efforts and additional engagement strategies. $900,000 3,000- $400,000— Comprehensive marketing execution, fully integrated campaigns, high- 3,500 $450,000 impact media placements, additional activations, premium creative hours production, and expanded website enhancements. Provides the most robust engagement with deeper strategy and ongoing support. Marketing Alliance will work closely with the La Quinta team to develop a detailed line -item cost estimate that aligns with the proposed approach and ensures a realistic budget allocation. We are confident that at all three budget levels, the fundingwill cover all costs associated with the project, including production, campaign execution, and media placements. Media buys will be strategically planned across digital, social, and traditional channels, with detailed reporting and performance tracking included at all levels. Our flexible approach allows for adjustments based on evolving priorities while ensuring efficient execution of all marketing initiatives. All information, terms, and pricing included in this proposal are valid for a period of ninety (90) days from the submission date. Timeline for Project Completion Marketing Alliance recommends a structured approach to ensure all aspects of the contract are executed efficiently throughout the year. While certain deliverables have defined timelines, other components —such as media buying, digital services, public relations, and website management —will be ongoing to provide continuous marketing support for La Quinta. Below is the proposed timeline: Phase Timeline Deliverables Project Kickoff & Strategy Development — Align June 2025 Kickoff meeting, strategic work objectives, establish workflows, and confirm project plan, content calendar milestones. Research, Brand Assessment & Content Planning— June — July 2025 Market research report, brand Conduct market research, analyze audience data, review assessment, content framework existing materials, and develop messaging strategies. Graphic Design & Branding Elements — Develop visual July —August 2025 Branding updates, promotional assets, refine brand identity, and create marketing (Ongoing as needed) materials, advertising collateral templates. Photography & Videography Production — Capture high- August — September Edited photography assets, raw quality images and videos for campaign use, including 2025 (Additional shoots and edited video footage, b-roll event -based content. as needed) selection Website Management & Digital Enhancements — Ongoing (June 2025 — Monthly updates, UX Maintain, update, and optimize website content, May 2026) improvements, SEO optimization, ensuring continued performance and engagement. content updates Media Buying & Campaign Execution — Implement and Ongoing (July 2025 — Ad placement strategy, monitor digital advertising, social media campaigns, and May 2026) performance tracking, monthly paid promotions. reporting Public Relations & Community Engagement — Develop Ongoing (July 2025 — Press releases, media outreach, press materials, engage with media, coordinate event May 2026) event promotions, influencer marketing, and execute PR strategies. engagement Activations & Experiential Marketing — Plan and execute As needed throughout Seasonal or event -based activations that create interactive experiences for the year activations, engagement tracking residents and visitors. Annual Guide to La Quinta— Research, develop, design, November— December Content development, and finalize the city's annual tourism guide. 2025 photography, layout design, print & digital versions Final Review & Annual Report — Conduct quality May 2026 Annual campaign report, assurance, finalize year-end deliverables, and provide performance analytics, insights for the next cycle. recommendations for renewal Delivering Results for 23 Years in 29 States for 440 Communities Marketing Alliance uses advanced time reporting and project management software to ensure that all milestones remain on time and on budget. Websites RONDO-oa�o.e w.•�a., r n o �tHONDO OWLS WERE READY TO BUILD YOUR SUCCESS. LiC (1fYt1.R�MIF TESTIMONIAL VInEOS Mu* seu CID 4WM MM KAM Sn"IS Hondo Economic Development I www.grownonaotx.com Economic Development Organization Client Contact: Sean Patty, Executive Director 830.741.8319 1 spatthondo-tx.org :ao-., uwu+• w:.u..v� 53.918 $"AN 6.69E 1 N.1a ou anwac.a fff• .wruu.o " At �IEakL MINIM IFFOPPABIF - T"-ft,4, i naL 013 MO3 CROSSROADS Of NEARSHORING HARLINGEN VIKIM,',Rim 40HAA ACttB; VA9.111A09PA PI A HIS WFIH PA Sr Colton Economic Development www.coltonmeansbusiness.com Economic Development Organization Client Contact: Tom Welch, Economic Development Manager 909.370.6170 1 twelch@coltonca.gov Harlingen Economic Development Corporation www.harlingenedc.com Economic Development Organization Client Contact: Orlando Campos, Executive Director 956.216.50811 ocampos@harlingenedc.com lftA1G FEMOMIc (FA); MUM DISCOVER OPWUNIP UNBOUND 1 Up':AMIN rEV/K}5 Fm Rompufirsiumu CUSS _ Nfo�rowl Y..ay Craig Economic Development www.discovercraig.com I Economic Development Organization Client Contact: Shannon Scott, Economic Development Manager 970.826.2020 sscott@ci.craig.co.us North Florida Economic Development Partnership www.nf[p.org Regional Development Organization Client Contact: Jeff Hendry, Executive Director 850.443.7103 1 jhendryy@iog.fsu.edu Videography Orange TX - Social Media Video "Economic Development" Click Here to View Video Orange TX - Social Media Video "Tourism" Click Here to View Video Orange TX - Social Media Video "Quality of Life" Click Here to View Video North Florida Economic Development WI Partnership - Website Header "W141. Click Here to View Video Craig CO Economic Development - Overview Click Here to View Video City of Sunrise FL - Overview Click Here to View Video Testimonials Hondo EDC - Corrigan Air Testimonial Click Here to View Video Harlingen EDC - Distinctive Drafting & Design LLC Click Here to View Video WolfforthEDC- Frenship ISD Click Here to View Video *INDIANA Xt % ii� BOLO 233 1' hit,- G OFFERIN POWERFUL PRODUCTIVITY svul is lrjzjlff%MA !tlaoLo One -Sheets llkwt rw.�.+..e......a._�.�ey..n rfwYu�r l�z.tw..lww,l.,..n ie Xn.w. Y&..,..0,,, Two U,\jV 4 0, .. SIENA HOSPITAL HENDERSON HOSPITAL ._... .. �...�__,_.�� _...r++.. �.► —emu HENOERS N, SOUIN TEXAS AIRPORT AND INDUSTRIAL PARX.MEDINACWNT Y, IEXAS GREATER ACCESS AND EASE. LESS COSTS AND CONGESTION. .� I .a M1w✓lawOO MJ. TIr... � �t i RnMwpw.r4.a1 �{wM LIZ lh J wKR+�wrew l.m.u.wrilrlt w , WNH,r . • Aly.wa Ow.IM .v I�..w1we.. V,J. %'.�.� - 1 • 1Vlw-mm— — if 3.1 vrnra,lm.lw«el.�,lum..lDy.n i r 0FM I.Y +.f i:ti L S[iNQ A/�Yfi.�1 0Nt01RR11pW r.-r. w.0 rrr r w wsww,. M.w_ aA. cEwlrsr ..� .86 ME TIZ l pwr lW Xlfl�v ly►s MVi✓Y.14 ,rNw�N w.Vw.wbwYr _n»w•. � �.r. f�•1 av6r� Digital Marketing rsave - focebo& + G o VM wr d � tlIW`! A fM 14 le'� ` p t • I� 1/�n A O a © 0 How& re me _. N+EMI N•v e s n Client References for Similar Projects Hondo Economic Development Sean Patty, Executive Director 700 Vandenberg Rd Hondo, TX 78861 (830) 741-8319 spatty@hondo-tx.org www.growhondotx.com Work Performed: HONDO LCONI )MIC DkVELOPMEN I THIS IS GOO'S COUNTRY Marketing Alliance partnered with Hondo Economic Development to develop a comprehensive marketing strategy aimed at increasing the city's visibility and engagement with key audiences. Our work included conducting a market assessment, creating marketing materials, launching a new website, and implementing digital marketing campaigns to strengthen the city's presence. By aligning branding, content, and outreach efforts, we helped Hondo enhance community engagement, attract investment, and position itself for long-term growth. November 2023 - Projects Ongoing Fannin County Development Authority Erick Youngberg, Executive Director 400 West Main Street, Suite 100 Blue Ridge, GA 30513 (706) 632-4450 economicdevelopment@fannincountyga.org www.fannindevelopment.com DEVELUPMEMT AUTHOAIT� Work Perfomed: Marketing Alliance collaborated with the Fannin County Development Authority to redefine their marketing strategy through stakeholder engagement and targeted brand positioning. We developed and launched a new website, managing copywriting, graphic design, and programming to create a seamless user experience. Additionally, we produced a series of testimonial videos and captured high -quality drone footage to highlight the area's unique attractions and quality of life. This effort helped elevate the county's visibility and strengthen its appeal to businesses, visitors, and residents. December 2023 - Projects Ongoing Colton Economic Development Tom Welch, Economic Development Manager 659 N La Cadena Drive Colton, CA 92324 (909) 370-6170 twelch@coltonca.gov www.coltonmeansbusiness.com Work Perfomed: COLTON ECONOMIC DEVELOPMENT 1.� Marketing Alliance partnered with Colton Economic Development to create a modernized, user-friendly website that enhanced the city's digital presence. As part of this initiative, we produced a series of testimonial videos and captured high -quality drone footage, showcasing key local assets, community highlights, and quality -of -life offerings. The project focused on developing an engaging digital experience to increase awareness, attract visitors, and strengthen the city's brand identity. June 2023 - Projects Ongoing Council for South Texas Economic Progress Adam Gonzales, Chief Executive Officer 801 Bryan Rd #167 Mission, TX 78572 (800) 949-6371 agonzatez@costep.org www.costep.org Work Performed: C 0 TFSaor SSwTh Texas Econo " & Flmquv 4 Marketing Alliance collaborated with the Council for South Texas Economic Progress (COSTEP) on an extensive public relations and communications campaign to strengthen brand awareness and community engagement. Our team conducted stakeholder interviews and community visits, developed a strategic messaging plan, and crafted key narratives to align with COSTEP's vision. The project included the creation of marketing collateral, a targeted social media campaign, and high -profile community activations, significantly increasing visibility and audience engagement. January 2022 - June 2023 The project leads who played a key role in delivering the results for these referenced projects will be actively involved in the La Quinta initiatives, ensuring continuity, expertise, and a seamless execution of the proposed scope of work. Why We Should Be Considered At Marketing Alliance, we stand at the forefront of destination marketing, branding, and digital engagement, driven by a passion for crafting impactful campaigns that elevate communities. With nearly 24 years of experience, we have built a legacy of excellence, partneringwith over 440 municipalities, tourism organizations, economic development agencies, and regional alliances across 29 states. Our dedicated team of 10 talented individuals collectively offers over 135 years of combined experience in strategic marketing, media buying, website management, public relations, and creative brand development. Expertise and Experience: Marketing Alliance brings a wealth of specialized knowledge and extensive experience in tourism and destination marketing. Our team of experts is dedicated to crafting and executing strategies that will elevate La Quinta's brand, engage its target audiences, and drive increased visibility. We understand the unique challenges and opportunities of city marketing and have successfully helped communities develop strong, lasting brand identities. Cost -Effectiveness: Partnering with Marketing Alliance is acost-effective solution as we understand tourism priorities and target audiences. We speak "destination marketing" fluently and can shortcut conversations and solutions based on delivering this very same service for over 440 communities. With us, there is no learning curve. VAccess to Advanced Tools and Technologies: Marketing Alliance utilizes the latest tools and technologies for project management, digital marketing, and content creation. La Quinta will benefit from our suite of marketing resources without needing additional investments, ensuring that branding, advertising, and digital efforts are both impactful and efficient. 403 Time Savings: By managing La Quinta's branding, marketing, and digital strategies with our proven project management system, Marketing Alliance allows city staff to concentrate on core initiatives. This partnership improves overall efficiency and productivity, freeing up valuable time while ensuring that marketing campaigns are executed seamlessly. el Innovative and Fresh Perspectives: As an external firm, Marketing Alliance brings new, creative ideas and innovative strategies to the table. Our fresh perspectives can invigorate La Quinta's marketing efforts, driving new interest and engagement. We have an "outsider/insider" perspective that will give you an advantage —understanding both national trends and the unique aspects of local destination marketing. Network and Partnerships: Marketing Alliance boasts established relationships with media outlets, site selectors, tourism professionals, and key industry players. We leverage these relationships to enhance La Quinta's marketing reach and ensure the city's brand is positioned strategically to attract visitors, businesses, and investment. L Regional Understanding: Marketing Alliance has experience working with communities in Southern California, giving us insight into the region's tourism trends, visitor demographics, and competitive landscape. We understand how to position La Quinta effectively within the Coachella Valley and the broader Southern California market, ensuring its brand resonates with visitors, businesses, and key stakeholders. r� 9 Bandwidth and Security: Marketing Alliance has a team structure that allows us to scaleup and scale down easily to take on new projects and deliver them in a timely manner. We have positive cash flow and reserves to allow us to meet the obligations of this project. We're Likable: Our team communicates and creates without ego, and enjoys gettingto know our clients and their goals. Our passion for creating prosperity for people and places (our informal tagline) is real, and we want to do the same with you. We hope you get to know us a bit further on a follow-up call or interview! MARKETING ALLIANCE Disclosures Disclosure of Contract Failures Marketing Alliance has no significant prior or ongoing contract failures, nor any civil or criminal litigation or investigations pending. We take great pride in maintaining the highest standards of professionalism and integrity in all of our work. Because we partner with city, county, and state -level organizations, we are committed to upholding strict confidentiality and security protocols when handling client information. Our reputation is built on trust, reliability, and delivering quality results fort he communities we serve. Guarantee of Work Marketing Alliance is committed to delivering high -quality work that meets La Quinta's expectations. We offer multiple rounds of revisions on all deliverables, ensuringthat the final product aligns with the city's vision and goals. Our process is collaborative, and we will continue refining deliverables until they fully meet the client's satisfaction. If the revision process becomes extended due to issues on our end, we will not charge for the extra time spent, reinforcing our commitment to delivering exceptional results without unnecessary costs. Beyond project completion, we take pride in building long-term relationships with the communities we serve. We value multi -year partnerships based on trust, collaboration, and shared success, and we find true fulfillment in seeing the positive impact our work has on the places we are honored to support. Our goal is not just to complete a project but to become a trusted partner in La Quinta's ongoing marketing and branding efforts. Subcontracting Marketing Alliance has a highly experienced team, and we do not anticipate the need to subcontract any portion of this project. Our in-house team will handle all strategy, video production, editing, and graphic design to ensure consistency and quality throughout the campaign. However, we have an extensive network of industry partners and specialized vendors that can be leveraged if needed to enhance the project, such as incorporating advanced technologies or interactive elements. Our priority is delivering a final product that best aligns with La Quinta's vision, and we remain flexible in ensuring the highest -quality outcome. Insurance Marketing Alliance is fully insured and maintains comprehensive coverage to meet the requirements of projects like this. Because working with communities is all we do, we have extensive coverage across all aspects of this project. The City of La Quinta requires a minimum insurance limit for general liability, automobile, and errors and omissions, and we can confirm that our coverage meets or exceeds these requirements. If selected, we will provide the necessary insurance documentation and indemnification details during the contracting process to ensure full compliance with the City's standards.