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MDR Advertising
RFP Response Marketing, Branding, Campaign Development & Digital Marketing Services February 24, 2025 LA QUINTA, CALIFORNIA We're proud to submit this proposal to become your trusted advisor and partner to lead all activities outlined in the RFP. For over 50 years, we've been crafting unique brands that tell a story. From large DMOs to smaller hidden gems, we always find a way to uncover the differences that make the destination. Once we capture the true spirit of La Quinta, the sky's the limit. Thank you for the opportunity. We can’t wait to dig in. -Your MDR Team - 3 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. Agency Overview Agency Background & Experience References & Work Samples Disclosures Warranty Subcontracting Insurance Budget & Planning CONTENTS A B C D E F G H AGENCY OVERVIEW A. 4 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. COVER LETTER Hello VLQ Team, We appreciate the opportunity to submit this proposal to partner with La Quinta. We’re excited about the prospect of digging in and working collaboratively with your teams to reinvigorate and expand your reputation as a sought-after destination. MDR’s brand strategy, creative development, production and media expertise—not to mention 50 years of experience in the tourism industry—have led to some incredible accomplishments for our clients. This includes increasing revenue streams and visitor growth, as well as strategic partnerships both regionally and statewide. This is the exact kind of opportunity we look for; projects and clients who align with our strengths. We understand the market, the environment and the challenges you face, and we have no doubt we can help you achieve your goals of reaching more visitors and driving more traffic to your area businesses and attractions. In this proposal, you will get a glimpse of our work and learn more about our background to see that MDR is the most qualified strategic advertising partner. We hope you will also take time to explore our website (mdradvertising.com) to find out even more about our people, our work and our commitment to our clients. Sincerely, Stephen Rybak Principal & CCO MDR Authorized Contacts Stephen Rybak stephen@mdradvertising.com Sherry Robeson sherry@mdradvertising.com 6 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Mailing Address: MDR 418 Peoples Street, Suite 400 Corpus Christi, Texas 78401 P. 361-883-6327 MDRadvertising.com Servicing Location: Corpus Christi Houston San Antonio MDR Advertising + Digital + Media AGENCY INFORMATION Contacts: Stephen Rybak Principal & CCO 361-883-6327 x 104 stephen@mdradvertising.com Sherry Robeson Sr Director Marketing & Development 361-883-6327 x 111 mobile 210 445 3564 sherry@mdradvertising.com Validity Statement All information and pricing provided in the proposal is valid for at least ninety (90) days. AGENCY BACKGROUND & EXPERIENCE B. 7 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. CREATIVE STRATEGISTS (5) COPYWRITERS (5) DESIGNERS (7) MEDIA BUYERS (4) DIGITAL DEVELOPERS (3) DATA ANALYSTS (3) ANIMATORS (3) VIDEO EDITORS (2) ACCOUNT MANAGERS (5) FINANCE MANAGERS (3) TRAVEL & LEISURE HEALTHCARE RETAIL &LIFESTYLE ENERGY & INDUSTRY FOOD & BEVERAGE HIGHER EDUCATION FINANCIAL AGENCY SNAPSHOT 1974 ESTABLISHED MDR Advertising + Digital + Media AGENCY SNAPSHOT 100% INDEPENDENTLY OWNED 800 CREATIVE AWARDS 12Y AVERAGE LENGTH OF PARTNERSHIP DOLLARS IN PLACED MEDIA 250% AVERAGE ROI FOR OUR CLIENTS 50Y MARKETING EXPERIENCE 150M KEY TAKEAWAY BRANDS WE’VE PARTNERED WITH 26 TEAM MEMBERS 9 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. MDR Advertising + Digital + Media AGENCY INFORMATION Mergers & Acquisitions Our company has not undergone any mergers or acquisitions but a few minor name changes. Morehead Dotts Advertising & Graphics (1974-1985) Morehead Dotts & LaPorte (1985-2002) Morehead Dotts & Associates (2002-2010) (MDR) Morehead Dotts Rybak, Inc. (2010-Present) Current Ownership S-Corporation Independently Owned & Operated Stephen Rybak, Principal & CCO owns 100% of company shares (since 2010) Founding Date Founded: 1974 Office Responding: 1974 Tax ID 74-2139949 It’s how we approach every client, every project and every task. Because no matter the challenge, we have the power to affect real growth and positive change for our clients and for ourselves. THIS COULD BE BIG. 11 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. KEY PERSONNEL For over 20 years, Stephen has delivered award-winning brand work and led the development, direction and production of mass media advertising campaigns that deliver. While big problem-solving for both small startups and major brands, he accumulated 300+ industry creative awards as a Young Business Professional Top 40 under 40. A proud marketing-degreed alum of Texas A & M University– CC, he continues to develop local graduate talent and give back to his hometown. Taking ownership in 2010, he brings the perfect blend of creativity and business acumen to the MDR equation.His results-based leadership has built the agency’s growing client roster.He continues to lead with his signature hands-on approach and actively problem solves for all MDR clients. He and his carefully assembled A-team of passionate, seasoned marketing and advertising professionals are known for getting the job done, right. NOTABLE CLIENT WORK: Rally Credit Union, Visit Port Aransas, Discover Kemah, Visit Portland, CITGO, Shiner Beers, HEB, Sunoco/Stripes, CHI Global, Whataburger, St. Mary's University Driscoll Health System American Cancer Society Jackie has over 18 years of marketing and advertising experience, from both in-house and the agency side of the business. She’s worked closely with B2C and B2B clients in a range of industries, leading creative teams to build brands and develop award-winning ideas that become moving and effective marketing campaigns. She sees team collaboration as the key to newer, bigger, better; and she is sincerely delighted when she knows our work has struck a chord with a client. In her own words, "If we can catch them off-guard with the quality of our work, we’ve done our job." From concept to production, her work expands from local to international, including industrial, manufacturing, oil and gas, grocery, retail, healthcare, food & beverage and more.She also brings her client-side experience to bear as a former in-house writer for Foley's and creative lead for Direct Energy. Jackie has spent the last decade leading diverse creative teams to design innovative and result driven strategies that achieve objectives and exceed expectations. NOTABLE CLIENT WORK: Express Jet, Foley's (Macy’s), Star Furniture, HEB Central Market Champion Energ, CITGO, Visit Port Aransas, St Mary’s University. Discover Kemah, CCIA, Direct Energy Port of Corpus Christi, Water Street Restaurants Rally Credit Union, Driscoll Health System Principal & CCO STEPHEN RYBAK Sr. Director of Creative Strategy JACKIE SWONKE Sr. Director of Client Services NANCY ZUNIGA Media Director QUINTON SMITHWICK A driving force behind the average 10-year tenure of MDR clients, Nancy has a natural rapport with clients and an amazing knack for decision-making that’s proven to be instrumental in coordinating winning efforts for many of the agency’s largest accounts. Previously a sign language interpreter, Nancy is a skilled listener and thoughtfully guides the Client Services team, overseeing their strategic account planning, development and first-rate campaign execution. She believes collaboration is the key to successful marketing and the most rewarding part of her job is cultivating and nurturing those important relationships. From the biggest economic engine in the region to a nonprofit that provides food and shelter to our neighbors in need, Nancy ensures that every MDR client receives top- notch service and quality marketing that helps them reach their goals. NOTABLE CLIENT WORK: Rally Credit Union, Art Museum of South Texas, Buc Days, CITGO Corpus Christi Refinery, Corpus Christi Independent School District, HEB Tournament of Champions, Port of Corpus Christi, USS Lexington, Texas State Aquarium. Quinton, an ex-collegiate baseball player and Magna Cum Laude graduate of The University of Texas and St. Mary’s University is now a multi-faceted digital marketer with deep experience working with Fortune 500 companies in the hospital, healthcare technology, credit reporting, therapeutics, furniture and tourism industries. With a growing list of digital marketing certifications and campaign accolades, he is also a certified product marketing manager in the fashion industry and has a background in research and data analysis which helps him guide touchpoint maps and digital strategies throughout a customer journey. A true strategist at heart, Quinton is a critical thinker, an avid reader, and consummate researcher who loves to grow, learn and solve complex issues. He also brings his artistic flair for drawing and graphic design that round out a unique arsenal of skills and talents. NOTABLE CLIENT WORK: Discover Kemah, Visit Portland, Unique HR, Corpus Christi International Airport, Texas State Aquarium, CVS, TransUnion, Star Furniture, Rally Credit Union, Port of Corpus Christi, Driscoll Health System, Cigna Healthcare, Becton Dickinson, NEC Co-op Energy Sr. Director Of Marketing SHERRY ROBESON Sherry is a relentless, resourceful marketer. Her background in brand building and integrated marketing management helps her move easily from vision to strategy to high performance execution and outcomes. With her 18+ years experience leading regional strategies for Fortune 100 brands, she brings award- winning corporate brand management, new market development and field marketing finesse from her roles directing large scale efforts across diverse Texas geographies. She believes the ability to listen and the capacity to innovate greatly impacts the power, strength and longevity of an established brand. It has been the “how” behind gaining competitive advantage and new market share throughout her career. NOTABLE CLIENT WORK: T-Mobile, Metro by T-Mobile, Gold’s Gym International, Gold’s Gym Express Sprint-Nextel, Whataburger, Taco Cabana, Corpus Christi Medical Center, Texas A&M University-CC, APBA, USWA, Miss Texas USA Sr. Director Web Services SARA ANTONETZ Sara oversees our Web Department where she’s able to flex her pixel prowess and organizational skills across multiple industries. Originally a graphic designer, her razor-sharp coding skills are accented by her keen eye for clean, user-friendly design. Her list of awards runs the gamut, excelling in industries from tourism, public education, industrial, arts and entertainment to retail and energy. But for clients, it is always her unmatched skill for meticulous real world problem-solving and her magnetic leadership skills that shine the brightest. For over 12 years, Sara's web development and UX skills blend seamlessly with our client digital strategies for a consistently trackable experience.HIPAA certified and ADA compliant, she ensures a client’s digital footprint is both beautiful and inclusive from construction to launch. NOTABLE CLIENT WORK: USS Lexington Museum, Discover Kemah, Hogan Homes, NEC Co-op Energy, Rally Credit Union, Port of Corpus Christi, Halo Flight, Buc Days, Tour de Boerne, Driscoll Health System REFERENCES & WORK SAMPLES C. 15 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. Relevant Experience CITY & TOURISM WE KNOW THE INDUSTRY Our DMO, attraction and tourism experience is vast with a wide array of current and past client work. We appreciate how the industry is affected by so many factors including weather, economy, competition, perceptions and health. Hurricanes, water boils, deep freezes, a pandemic–we've been through a lot with our clients. Everyone on our team takes pride in our collective ethos to help solve unforeseen problems, push through adverse conditions and overcome challenges. It's what a true partnership is all about. 17 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. ASHLEY SMITH Chief Marketing Officer Rally Credit Union 361-985-7300 * 1222 asmith@rallycu.com Industry: Financial Services: Brand, media, reporting, web Length of partnership: 22 YEARS TERESA EVANS City Council City of Kemah 832-723-8831 mobile TvazquezEvans@kemahtx.gov Industry: Tourism Services: Brand, media, reporting Length of partnership: 4 YEARS RANDY WRIGHT City Manager City of Portland P (361) 777-4513 randy.wright@portlandtx.gov Industry: Tourism Services: Brand, web, media Length of partnership: 12 YEARS MDR Advertising + Digital + Media AGENCY INFORMATION Client References: 18 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. BERNICE LOPEZ - SMITH Senior Director – Sales Stirista 210.257.6308 b.smith1@stirista.com Type: Data Partner Length of partnership: 3 years CHRIS WILLIAMS Agency Lead Basis 713.927.6991 chris.williams@basis.com Type: DSP Partner Length of partnership: 6 years RENE BOSQUEZ Sr. Account Executive KIII / TEGNA 361.549.0734 rbosquez@KIIITV.com Type: Media Partner Length of partnership: 50 years MDR Advertising + Digital + Media AGENCY INFORMATION Finance References: 19 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. CREATIVE & BRAND CASE STUDIES DISCOVER KEMAH TOURISM & BRAND EXPERIENCE Length of Partnership: 3 Years Annual Budget: $200,00-300,000 Scope of Services: •Account, Strategy & Creative Services •Media Buy & Placement * •Meetings & Groups •PR/Media Relations •Photography & Videography Production (can be subcontracted) •Deployment and Reporting of Analytics •Partnerships & Activations •Brand Development •Web Development TERESA EVANS City Council City of Kemah 832-723-8831 mobile TvazquezEvans@kemahtx.gov 21 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Rebuilding a Brand Kemah, Texas is known for its nostalgic, waterfront boardwalk and a long history rooted in boating culture. But it lacked a true visitor focused identity that captured that fun and excitement. With a wide array of activities that go beyond the boardwalk, the city has so much more to offer visitors. They just needed to tell their story. MDR created a brand identity that’s light, fun and inclusive. One that will not just serve as a marketing tool but also enhance civic pride from within. A Connection to the Water Kemah has been and will forever be connected to the water and the wind. It’s boating culture and walkable waterfront, even down to the name Kemah meaning “wind in the face”. Inspired by the international communication system of nautical flags, we developed our own versions– each one capturing an idea or activity that makes Kemah unique and communicates those qualities instantly much like the nautical flags do for passing boats. Unique Logo Architecture The result is a series of interchangeable logos that appeal to different audiences. There’s one geared toward nature lovers, one for boaters and one for thrill seekers. The logo is as unique as Kemah. Maximizing Budget Since the budget was tight and the brand disjointed, we worked to first build a strong foundation focused heavily on visual identity, website health, and usability. We then focused on executing a more long-term strategy to build upon that foundation.This set them up for planned media dollars. We are now halfway through year three. The brand and website have been launched, organic growth has skyrocketed and campaigns are resulting in record results. We recently developed a revenue-generating merchandise program, email marketing campaign, placemaking initiatives, and an interactive directory. Discover Kemah THE BACKGROUND 22 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah THE CREATIVE 23 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah CAMPAIGN CREATIVE 24 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah PLACEMAKING 25 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah MERCHANDISE Discover Kemah WEB PRESENCE HIGHLIGHTS: •Mobile-first Design •Dynamic Business Directory •Multiple Target Audience/Stages •Third-party Integration •Clear User Journey & CTAs •Read Case Study Years Maintained 4+ Website Experience Discover Kemah Monthly Users 25K Custom Pages 20+ Engagement Rate 91.8% From Google Analytics based on the last 90 days 29 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah VISITOR GUIDE 30 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Discover Kemah CONSTRUCTION WOES SOMETIMES WEATHER ISN'T THE ONLY CHALLENGE. When a major highway project got underway, it not only discouraged visitors with detours and traffic but in many cases blocked the main entrance to the City of Kemah. We helped Kemah pivot with their messaging to remind during and after construction was complete. This included creating small business features to help the struggling mom and pops that make Kemah so unique. Currently visitor traffic, engagement and Hotel/Motel (HOT)Tax is at an all-time high. 31 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Kemah Community Development Corporation NEW BUSINESS GO KIT 32 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. View the creative: https://mdradvertising.com/portfolio/visit-kemah/ Instagram Reach 1,146% Facebook Engagement 7,017% Organic Search Imp. 338% Organic Search Clicks 245% Discover Kemah THE RESULTS Hotel/Motel Tax Receipts96% American Advertising Awards Best of Design, Brand ID Gold Addy, Integrated Campaign Gold Addy, Design Gold Addy, Website Design VISIT PORT ARANSAS TOURISM & BRAND EXPERIENCE Length of Partnership: 11 Years Annual Budget: $700,000-$900,000 Scope of Services: •Account, Strategy & Creative Services •Media Buy & Placement * •Meetings & Groups •PR/Media Relations •Photography & Videography Production (can be subcontracted) •Deployment and Reporting of Analytics •Partnerships & Activations •Brand Development •Web Development 34 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. A True Partnership In Every Way MDR served as agency of record for 12 years. During that time, we worked closely with the staff and board on virtually every aspect of what they did as a DMO, which included: 1) Executing media strategy, buying, tracking, reporting and optimizing 2) Developing and implementing a complete rebranding across all mediums 3) Providing, signage, apparel, event promotion and public relations support 4) Building and maintaining 5 websites for varying strategic initiatives/events During our relationship with the chamber, we watched Port Aransas go from a sleepy fishing village to a world-class destination with multi-million dollar homes being constructed at historic levels. We successfully developed a brand and strategy that was able to balance an upscale, resort-like feel with the salty and eclectic character that made it such a unique destination in the first place. We outpaced our nearest competitors (many with larger budgets than ours) by double digits consistently. During our tenure, Port Aransas consistently outperformed its closest competitors. And while each destination had varying low points, Port Aransas also saw its fair share of challenges during this time. We helped overcome multiple travel deterrents such as mountains of sargassum seaweed, flesh eating bacteria, red tide, oil spills/tar balls, and hurricane threats. While these aren’t exciting topics, it’s part of tourism—and they are real challenges that coastal destinations must be prepared to face. Visit Port Aransas THE BACKGROUND 35 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Port Aransas THE CREATIVE 36 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Port Aransas THE CREATIVE Changing digital boards based on time of day. 37 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Port Aransas THE CREATIVE 38 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Port Aransas POST HURRICANE RESPONSE WHEN EMERGENCY STRIKES, WE JUMP INTO ACTION. When Hurricane Harvey hit the Texas coast in 2017, it uprooted so many lives and forever changed the landscape of our beloved town of Port Aransas. But they were determined to come roaring back, so we proposed cooperative efforts with two recognizable Texas brands. One synonymous with fueling road warriors and the other with quenching the thirst of beach goers. The idea was that a portion of proceeds would go towards relief efforts as the town began to rebuild and reclaim its spot as a top destination. This happened all while a large portion of our staff was dealing with their own hurricane emergencies and power outages. $1.7M $4.9M HOTEL MOTEL TAX HOT TAX COLLECTIONS GROWTH OVER 12 YEARS 40 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. View the creative: https://mdradvertising.com/portfolio/port-aransas-tourism/ Hotel/Motel Tax Receipts 188% Social Check-ins Among U.S. Spring BreakersTOP 5 Average Annual Growth 156% Winter Season Growth 195% Visit Port Aransas THE RESULTS VISIT PORTLAND TOURISM & BRAND EXPERIENCE Length of Partnership: 12 Years Annual Budget: $200,000-$300,000 Scope of Services: Brand Development/Website Development Creative Strategy/Campaign Design/Placemaking/Signage Digital & Traditional Media RANDY WRIGHT City Manager, City of Portland P (361) 777-4513 randy.wright@portlandtx.gov 42 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Portland THE CREATIVE 43 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Portland THE CREATIVE 44 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Portland THE CREATIVE 45 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Visit Portland FIFTH & ELM DISTRICT 46 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. City of Portland ENTERTAINMENT DISTRICT ELECTION Stakeholder Presentation Deck: PDF Informative Landing Page: https://project-portland.com/ Informative Video: Facebook Video TOUR GONZALES TOURISM & BRAND EXPERIENCE Length of Partnership: 2 Years Annual Budget: Not Disclosed Scope of Services: Brand Development Creative Strategy/Campaign Design/Placemaking/Signage Digital Media Website Development ASHLEY SIMPER Former Tourism Director, Tour Gonzales P (281) 799-7226 48 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Tour Gonzales VISITOR GUIDE 49 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Tour Gonzales VISITOR GUIDE Mobile Users 80% Website Experience Tour Gonzales Monthly Users 50% Custom Pages 15 Gold Addy Award 1 51 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Tour Gonzales VISITOR GUIDE DOWNTOWN CORPUS CHRISTI MUNICIPAL BRAND EXPERIENCE Length of Partnership: 6 Years Annual Budget: Not Disclosed Scope of Services: Brand Development Creative Strategy/Campaign Design/Placemaking/Signage Digital Media Website Development ALYSSA BARRERA MASON Executive Director P (361) 882-2363 Alyssa@cctexasdmd.com 53 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Downtown Corpus Christi THE CREATIVE BOLIVAR PENINSULA TOURISM & BRAND EXPERIENCE Length of Partnership: 2 Years Annual Budget: Not Disclosed Scope of Services: Brand Development Creative Strategy/Campaign Design/Placemaking/Signage Website Development REFERENCE No longer available Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Bolivar Peninsula BRAND CAMPAIGN TEXAS STATE AQUARIUM TOURISM & ATTRACTION EXPERIENCE Length of Partnership: 3 Years Annual Budget: $500,000-$700,000 Scope of Services: Brand Development Creative Strategy/Campaign Design/Placemaking/Signage Media Buying JENNIFER VELA Chief of Government Affairs & Marketing Officer P (361) 653-2655 jvela@txstateaq.org 57 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Texas State Aquarium THE CREATIVE 58 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Wildlife Rescue Center at Texas State Aquarium GRAND OPENING EVENT SWAG 59 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. YOUR NEW LA QUINTA TEAM The team members responsible for the work showcased in the previous case studies will be assigned to your projects. They have vast brand and tourism experience and are supported by our leadership team. On day one, we become an extension of your team, stewards of your brand and partners in every sense. A one-stop shop for everything you need to propel your destination. We also happen to be a fun group to work with. With an easy -going style and a warm demeanor, Ross’ forte is building personal connections and delivering top-level service. Over his 20+ year career in advertising and marketing, he has worn many hats – from copywriter to account strategist. This combination of creativity, coupled with a service mindset gives him a unique and well -rounded perspective on the nuances of managing projects, campaign execution and client relationships. NOTABLE CLIENT WORK: Discover Kemah, Kemah Community Development Corporation, American Bank Center, Star Furniture, Phillips 66, Dealermart Automotive, Select Safety Services, NEC Co-op Energy, Unique Employment & HR, Coastal Bend Community Foundation. Joel specializes in executing targeted PPC campaigns, optimizing digital advertising efforts, and leveraging data-driven insights to maximize ROI. He's also honed his SEO skills, crafting optimized blog content and utilizing advanced tools to track organic traffic and keyword performance. His hands-on experience and numerous digital marketing certifications make him a versatile asset to any project. He is passionate about helping clients achieve their digital marketing goals through creative, strategic solutions, and is excited to continue telling insightful stories through advanced data reports for MDR’s clients. NOTABLE CLIENT WORK: Discover Kemah, USS Lexington, Rally Credit Union, Physicians Premier, Thomas J. Henry Team Organization YOUR LA QUINTA TEAM Complex subject matter. Sensitive issues. Constantly shifting goals. Over the past decade as a writer, Ruth has helped clients face these challenges and more for B2B, B2C, technical, and internal facing projects. Ruth has a reputation for being the ”yes, and…” creative that clients fight to have on their team because of an otherworldly ability to eloquently connect intent to outcomes. NOTABLE CLIENT WORK: Daikin, Star Furniture, Direct Energy, Foley's (Macy’s), Champion Energy, CITGO, City of Portland, Discover Kemah, CC International Airport, St. Mary’s University, Port of Corpus Christi, Regional Transportation Authority, Driscoll Children’s Hospital Sara has a love for all things well-crafted and thoughtfully designed. She’s spent the last 15 years art directing award-winning brand work from initial concept to execution. Her background of designing across print and web, creating brand identities, typography, and illustration reflects her firm belief in quality and not overthinking; keeping things smart and purposeful. NOTABLE CLIENT WORK: Discover Kemah, Visit Portland, Visit Port Aransas, Tour de Boerne, Shawcor, The Hobby Center for the Performing Arts, Danos, KLX Energy Services, NEC Co-op Energy, HEB, CITGO, Water Street Market Restaurants, Rally Credit Union, Port of Corpus Christi, Driscoll Health System Amanda is a creative professional with 4 years experience in social media management, content marketing and branding. After earning her B.A. in Public Relations from Southwest University, she turned passion into expertise in organic social media strategy development and implementation with the success of her own hand-crafted Etsy shop. NOTABLE CLIENT WORK: Unique HR, Corpus Christi International Airport, Regional Transportation Authority, Discover Kemah, Star Furniture, Physician’s Premier, Champs South Texas Meat Market, MDR Advertising. Jenna attended Texas Christian University and studied math and music. She then earned her master’s degree in science & computational mathematical finance from the University of Edinburg. She began as an accounting manager and quickly established herself as a force to be reckoned with where numbers were involved. Today, she serves as our Senior Media Manager known for crafting and meticulously implementing media strategies that meet the mark. NOTABLE CLIENT WORK: Corpus Christi International Airport, Discover Kemah, Rally Credit Union, Texas State Aquarium, NEC Co-op Energy, USS Lexington, Physician’s Premier, Driscoll Health System Team Organization YOUR LA QUINTA TEAM Alyssa is an award-winning designer and illusrator. While pursuing her degree she earned the Rising Star award and the SAMC award for excellence in graphic design. She began her career as a student designer for the Coastal Bend Business Innovation Center and grabbed a chance to intern at MDR Advertising where she quickly earned a full -time position as a production designer. Eight accomplished years later, Alyssa has been promoted to Senior Graphic Designer and Illustrator with scores of accolades under her belt. NOTABLE CLIENT WORK: NEC Co-op Energy, HEB, CITGO, Rally Credit Union, Port of Corpus Christi, American Cancer Society, Water Street Market Restaurants, Driscoll Health System, CCIA, Port Aransas, Tour de Boerne, Champs South Texas Meat Market With a diverse background that includes extensive experience with corporate, manufacturing, government, and nonprofit accounting, auditing, taxation,, and vendor and stakeholder management, Jennifer is the perfect match for a busy full –service advertising agency. Bonus: Jennifer is an enthusiastic graduate of the University of Texas at Tyler. She knows how to tell a great story and brings a sunny, southern charm (and soothing accent!) to the equation. When it comes to billing and accounts payable, MDR has a stellar record amongst media reps, vendors and clients. That’s thanks to our meticulous attention to detail and a never-ending agility to adapt how we maintain and monitor client billing. NOTABLE CLIENT WORK: Rally Credit Union, Visit Port Aransas, Discover Kemah, Visit Portland, CITGO, Driscoll Health System Team Organization YOUR LA QUINTA TEAM Finance Manager JENNIFER HANCOCK Sr. Web Developer NOE GARCIA Noe brings over a decade of industry experience to the talent table as a professional web developer. Competent across the entire web stack, Noe specializes in building resilient,performance driven WordPress websites that really work in the fast - changing and oftentimes unpredictable world. Noe is known as a strong team player in every sense of the word and an expert in bridging gaps between design and engineering that result in high quality end-user experiences. If you know Noe, you know his code editor is an extension of his own fingers and you know that he knows how to find and implement creative solutions to difficult problems. His greatest reward is knowing he has helped open a much larger and more innovative spectrum of possibilities for our client brands. NOTABLE CLIENT WORK: Nueces Electric Co-op, Rally Credit Union, Community Bank by BOA, American Banking Center,National Minority Quality Forum AGENCY DISCLOSURES D, E, F & G. 63 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. 64 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Disclosure: MDR does not have any alleged significant prior or ongoing contract failures, any civil or criminal litigation or investigation pending, which involves the Proposer or in which the Proposer has been judged guilty or liable within the last five years. Guarantee: MDR guarantees to deliver on the defined scope of work and deliverables, within the set timeframe and budget once agreed upon by agency and client and barring any unforeseen barriers or scope changes. MDR Advertising + Digital + Media AGENCY DISCLOSURES Subcontracting: While minimal, we do intend to subcontract some services within this RFP such as videography, photography, specialized research and print production. And if any unforeseen challenge arises during our partnership that warrants the need for an expert in a particular area, we have an extensive group of tried and trusted partners with various capabilities. As the liaison, when working with subcontractors, MDR oversees and is responsible for the outcome and overall quality of the final product. We also try to utilizing local subcontractors when appropriate or requested. Insurance: If selected, MDR will provide the minimum insurance coverage and indemnification noted in Attachment 1. BUDGET & PLANNING 65 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. H. 66 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. We are committed to delivering exceptional value and results through our blend of strategic insight, creative prowess, and flexible execution. MDR Advertising + Digital + Media CREATIVE THAT TRAVELS Comprehensive Brand Leadership: We'll take the helm in crafting and executing a cohesive brand strategy that captures La Quinta's unique essence, ensuring all marketing efforts are seamlessly integrated. Flexible Execution with Specialized Partnerships: While we'll manage the overarching plan and in-house implementation, we'll also engage specialized local vendors when beneficial. This ensures top-tier quality and fosters community collaboration. Dynamic Web Support: Our team will oversee strategic planning and execution of web initiatives, collaborating with La Quinta's internal team and external experts as needed. This adaptable approach ensures a robust and responsive digital presence. 67 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. We've structured our proposal to maximize ROI by applying informed percentages to your budget options—$550K, $750K, and $900K. This approach provides La Quinta with flexibility and demonstrates our commitment to delivering value at every investment level. MDR Advertising + Digital + Media PRICING MODEL Proven Track Record Our history of building brand stories that sell speaks for itself. We've successfully partnered with diverse clients to elevate their market presence and drive growth. Creative Excellence Across Borders Our award-winning creative work transcends geography, offering fresh perspective and ensuring La Quinta receives innovative solutions that resonate with their target audience. Strategic Investment in Growth Our approach isn't just about meeting the RFP requirements; it's about positioning La Quinta for sustained success. By aligning our proven process with your vision, we're setting the stage for significant long- term impact. Brand Strategy, Web, PR, & Creative Support Production & OOH Expenses Media Placement & Reporting BUDGET TOTAL 12-Month Contract Term PROPOSED BUDGET #1 $120,000 $75,000 $355,000 $550,000 All services outlined in the RFP are covered within the above line items. MDR earns a 15% commission on all placed media and OOH expenses which is deducted from gross expenditures. 12-Month Contract Term PROPOSED BUDGET #2 Brand Strategy, Web, PR, & Creative Support Production & OOH Expenses Media Placement & Reporting BUDGET TOTAL $120,000 $100,000 $530,000 $750,000 All services outlined in the RFP are covered within the above line items. MDR earns a 15% commission on all placed media and OOH expenses which is deducted from gross expenditures. 12-Month Contract Term PROPOSED BUDGET #3 Brand Strategy, Web, PR, & Creative Support Production & OOH Expenses Media Placement & Reporting BUDGET TOTAL $120,000 $125,000 $655,000 $900,000 All services outlined in the RFP are covered within the above line items. MDR earns a 15% commission on all placed media and OOH expenses which is deducted from gross expenditures. 2025-2026 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN DISCOVERY CAMPAIGN LAUNCH/RUN/OPTIMIZATION/REPORTING MARKETING ACTION PLAN BRAND CAMPAIGN DEVELOPMENT MEDIA PLAN & TACTICS Schedule of Transition PROPOSED TIMELINE IMMEDIATE & ONGOING STRATEGY, CONSULTING, WEB/SEO SUPPORT & PR SUMMER CAMPAIGNFALL & WINTER CAMPAIGNS SPRING CAMPAIGN MEDIA PLAN & TACTICS MEDIA PLAN & TACTICS ADDITIONAL CREATIVE SAMPLES 72 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. USS LEXINGTON MUSEUM TOURISM EXPERIENCE Length of Partnership: 30 Years Annual Budget: $300,000-$500,000 Scope of Services: •Account, Strategy & Creative Services •Media Buy & Placement * •Meetings & Groups •PR/Media Relations •Photography & Videography Production (can be subcontracted) •Deployment and Reporting of Analytics •Partnerships & Activations •Brand Development •Web Development Ranked in the Top 10% of things to do WORLDWIDE by Tripadvisor 74 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Goal:Increase summer attendance Flight Dates:June 2019 – August 2019 Target Audience:Visitors Mediums:76% Digital, 22% Billboards, 1.4% Radio Innovative Tactics Even 30 Years Later Some of our staff members weren’t even born when we first started working with this client. But when they have a challenge, we always deliver. To boost drive summer traffic to the museum, we developed a themed summer campaign called Salute to Summer. The campaign included sunglasses giveaways every day from Memorial Day through Labor Day. Creative yes, but our media approach is what drove the traffic. USS Lexington Museum-Salute To Summer Campaign THE BACKGROUND 75 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Utilizing Device ID Technology MDR developed a media strategy that focused the promotion efforts on visitors traveling in the Corpus Christi area. Digital media made up 76% of the advertising budget. Digital tactics included social, banner ads, and paid search. MDR utilized Device ID technology to identify user devices traveling within the Corpus Christi area. (A device is deemed “traveling” based on their common evening location which is determined by an algorithm that provides anonymous information about where visitors live and/or work based on their devices’ location from the hours of 8pm to 8am.) Once identified, these devices were served digital ads highlighting the campaign only after they entered the geofence area. Once a user left the area, they stop receiving ads, allowing for an efficient visitor buy. MDR also utilized similar technology on social platforms utilizing home locations as stated in their Facebook profiles. Paid Search The last digital tactic was paid search which utilized Google’s Grant Campaign which allows for non-profits like the USS Lexington Museum to receive up to $10,000 a month in free paid search advertising. We utilized this grant to advertise in-market for keywords like things to do, top attractions, things to do with kids this weekend, etc. We analyzed a heat map showing markets LEX visitors traveled from and targeted the paid search to those markets with key search terms like places to visit, top attractions and places to see. When ads were served based on the paid search terms, we used the ads to highlight the Salute to Summer campaign. USS Lexington Museum-Salute To Summer Campaign THE BACKGROUND 76 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. USS Lexington Museum-Salute To Summer Campaign THE CREATIVE 77 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. View the creative: https://mdradvertising.com/portfolio/salute-to-summer/ Summer Attendance 10% Web Traffic 26% Web Sessions 61% Sunglass Giveaways 4,900 USS Lexington Museum-Salute to Summer Campaign THE RESULTS RALLY CREDIT UNION REBRAND EXPERIENCE American Advertising Award Winner MAC Award Winner Read the full Rally Case Study. Length of Partnership: 22 Years Annual Budget: Not Disclosed Scope of Services: Brand Development Creative Strategy/Campaign Design/Placemaking/Signage Digital & Traditional Media Media Dashboard/Reporting Website Development 79 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Rally Credit Union THE CREATIVE View Rally Creative. 80 Prepared and presented by MDR Advertising © 2025 All Rights Reserved. View the creative: https://mdradvertising.com/portfolio/rally-credit-union/ Membership Growth 435% Auto Lender in South Texas #1 Largest Credit Union in Texas5TH Asset Growth 800% Rally Credit Union THE RESULTS Web Experience Rally Credit Union HIGHLIGHTS: •Mobile-first Design •Dynamic Rate Management •Multiple Target Audience/Stages •Third-party Integrations •Clear User Journey & CTAs •Strict NCUA Compliance •Strict ADA Accessibility Guidelines •Returning Client •Read Case Study Years Maintained 12+ Website Experience Rally Credit Union Sessions 4.6M Session Duration 3:32 Custom Pages 73 From GA4 based on the last 12 months DRISCOLL HEALTH SYSTEM TOURISM EXPERIENCE Length of Partnership: 3 Years Annual Budget: $2,000,000+ Scope of Services: •Account, Strategy & Creative Services •Media Buy & Placement * •Meetings & Groups •PR/Media Relations •Photography & Videography Production (can be subcontracted) •Deployment and Reporting of Analytics •Partnerships & Activations •Brand Development •Web Development 84 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. THE CLIENT: Driscoll, a renowned pediatric healthcare institution in Corpus Christi, recently opened a new children’s hospital in the Rio Grande Valley (RGV)—the region’s first free-standing hospital of its kind. Driscoll Children’s Hospital RGV delivers top- notch, accessible pediatric care to a region in need of these specialized services. THE CHALLENGE: Attract top tier talent In MDR’s partnership with Driscoll, we played a key role in generating buzz for their new hospital, providing end-to-end creative services and completely rebuilding the Driscoll Health System’s websites. One main initiative was recruitment. The goal was to fully staff the new hospital by its opening, aiming to hire over 600 employees across a multitude of roles to ensure smooth operations from day one. More specifically, we aimed to: •Generate Awareness:Drive traffic to a custom microsite to raise awareness of the new hospital and job openings. •Increase Application Starts:Use targeted digital campaigns to encourage qualified candidates to apply. •Fill Critical Positions:Fill all essential roles three months before the hospital opens, leaving only specialty positions. THE PROCESS: Dig, gather, and implement Our insights-driven approach began with extensive market research to understand the availability of prospective employees within the local market. Key steps in our process with Driscoll Children’s Hospital included: •Market Research:Analyzed the local job market to identify potential candidates, focusing on healthcare professionals and administrative staff. •Parameter Establishment:Defined role-specific parameters with Driscoll Children’s Hospital, including qualifications, experience, and job titles. •Employee Count Analysis:Acquired total employee counts by job title to assess the candidate pool. •Campaign Development:Developed a campaign to generate excitement for the new hospital, prioritizing hiring as the main call-to-action. Driscoll Health System THE BACKGROUND 85 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. THE APPROACH: Mix it up We employed a mix of traditional and digital media to generate awareness and attract job candidates, ensuring the hospital opened fully staffed. The Media •Traditional Media: •Broadcast TV, Billboards, and Radio:Created awareness for the new hospital and its job openings, focusing on high-need roles. •Targeted Digital Campaigns: •Data Partners and Targeting:Used data-driven targeting for specific job titles and competitive conquesting and geographic targeting. •Look-a-Like and Contextual Targeting:Employed look-a-like targeting and active search/keyword strategies to build contextual targeting models. •Multi-Channel Media Activation:Employed Facebook Ads, Google Ads, CTV/OTT, digital audio, and display ads for comprehensive reach and engagement. Driscoll Health System THE BACKGROUND 86 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Driscoll Health System THE CREATIVE View NICU :60 CommercialView Anthem :60 Commercial View Heart Center :60 Commercial 87 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Driscoll Health System THE CREATIVE 88 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Driscoll Health System THE CREATIVE View Portfolio 89 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. Driscoll Health System THE CREATIVE 90 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. View the creative: https://mdradvertising.com/portfolio/driscoll-health-system/ Web Traffic 305K Positions Filled 600 Application Starts 48K Medical Specialties 30+ Driscoll Health System THE RESULTS Web Experience Driscoll Children’s Hospital HIGHLIGHTS: •Efficient Site Architecture •Machine Learning Translation •ADA Compliant •100+ pages •Custom Directories •Mobile-first Design •Simplified User Journeys Engaged Sessions 116K Website Experience Driscoll Children’s Hospital Session Duration YOY 22%400+ Engagement Rate YOY 15.5% From Google Analytics from July 2024 Website Pages 93 Prepared and presented by MDR Advertising © 2024 All Rights Reserved. See more of our diverse portfolio of work at MDRadvertising.com THIS COULD BE BIG. AMBITIOUS? LET’S TALK. Stephen Rybak Principal/CCO stephen@mdradvertising.com 361.510.1627 Sherry Robeson Marketing Director sherry@mdradvertising.com 210.445.3564 mdradvertising.com 11thfloorstudios.com