Modern Bay StrategiesMarketing, Branding, Campaign
Development, Digital Marketing
Service Proposal
The Gem of the Desert:
La Quinta
Dear Ms. Graham,
At Modern Bay Strategies, we believe in marketing that does more than capture
attention—it inspires action, engagement, and measurable growth. Your vision
for elevating La Quinta as the “Gem of the Desert” aligns with our expertise in
landmark branding, digital engagement, and economic development marketing.
We are excited about the opportunity to partner with the City of La Quinta to
create a dynamic, multi-channel campaign that amplifies your unique identity
and delivers lasting impact.
With our experience in place-based marketing and targeted promotion, we
understand the delicate balance of preserving La Quinta’s character while
expanding its reach. Our approach is rooted in insight-driven strategy, creative
storytelling, and precise execution—ensuring that your investment translates into
increased tourism, stronger business attraction, and enhanced brand equity.
We have designed this proposal to address La Quinta’s core objectives:
Strategic Brand Development: Refining and amplifying La Quinta’s distinct
identity, emphasizing its luxurious, active, and wellness-focused lifestyle.
Targeted Marketing & Media Strategy: A data-driven, multi-channel plan to
engage high-value visitors and business investors in key markets.
Measurable Impact & ROI: Performance tracking with clear KPIs, ensuring
transparency and accountability at every stage.
Modern Bay Strategies has successfully executed marketing campaigns that
elevate brand presence, attract investment, and increase engagement. Our team
thrives on collaboration, and we are committed to working closely with your
stakeholders to ensure seamless execution and exceptional results.
We appreciate your consideration and look forward to the opportunity to
showcase the gem of the desert.
Sincerely,
Kunal Basu-Dutta
Founding Partner
Modern Bay Strategies
Key Information
Contact Information
Validity Statement
Agency Background
References
Legal Statements
Disclosures
Guarantee
Subcontracting
Insurance Coverage
Scope and Strategy
Timeline and Deliverables
Budget
Conclusion
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Table of Contents
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1. Contact Information
Key Contact: Kunal Basu-Dutta
Phone Number: 706.984.9279
Email: kunalbd@modernbaystrategies.com
2. Main Office Location
1087 Alcatraz Ave, Oakland, CA 94608
3. Offices Serving Project
Primary Service Office: Oakland
Supporting Office: Los Angeles
Validity Statement
This proposal, including all information and pricing contained herein, is valid
for a period of ninety (90) days from the date of submission. During this
period, all terms, conditions, and quoted prices shall remain unchanged and
binding unless otherwise modified in writing by mutual agreement of both
parties.
Modern Bay Strategies is committed to ensuring the accuracy and reliability
of the information provided. We stand by the details outlined in this proposal
and guarantee that our pricing and terms will remain in effect throughout the
specified validity period.
Key Information
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Years in Business
Modern Bay Strategies, LLC has been in business for five years, having been
officially established in 2020.
Identification Number
FEIN: 85-2416818
D-U-N-S #: 09-686-4885
Key Personnel
Below are the key personnel who will be responsible for the performance and
execution of any contract resulting from this RFP. Our team brings extensive
experience in marketing, branding, campaign development, and digital strategy,
ensuring a high level of expertise and professionalism in delivering successful
outcomes. We have included brief bios below of the owners, Kunal and Chris,
and all key personnel; all resumes are visible in Attachment 1.
Kunal Basu-Dutta is a founding partner of Modern Bay
Strategies and will serve as the project manager. He has 13
years of experience in marketing and digital strategy across
private and public sectors with clients such as the University
of Chicago, Amazon, and Rep. Eric Swalwell. Kunal’s work
has focused on identifying and understanding persuadable
demographics to create strategies and stories that resonate—
whether that’s rock music lovers for Revolver Magazine or
incoming tourists in Vietnam for the World Wildlife Foundation.
Agency Experience and Background
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Chris Higgenbotham, an Oakland native and founding partner
of Modern Bay Strategies, brings over a decade of expertise
as a marketing strategist, creative director, and photographer.
His career is defined by a commitment to innovative marketing
solutions that drive real impact. From leading high-profile
marketing campaigns at AC Transit and the City of Oakland to
shaping economic development initiatives, Christopher uses
data-driven insights to create a dynamic story that will connect
with key target audiences for clients. His deep understanding
of California and the surrounding West Coast region’s diverse
markets ensures messaging resonates with locals and visitors
alike.
Keiana Byfield is a dynamic project manager and branding
specialist with over six years of experience leading high-impact
communications initiatives. Her expertise lies in driving growth
and engagement through community-centered marketing and
strategic social media campaigns. Keiana played a key role in
developing the social strategy and content creation process
for Pieces of Us, a platform empowering artists to showcase
their talents on stage. She ensures seamless project execution
by coordinating the team’s efforts across research, creative
development, and campaign rollout.
Tianna Nand is a data analytics and research specialist with
a deep understanding of disruptive innovation and business
analytics. With over 12 years of experience, Tianna excels in
competitive research analysis, audience segmentation, and
brand strategy development. Her work is rooted in leveraging
data-driven insights to inform impactful marketing strategies
and business decisions. Tianna leads research initiatives that
uncover key market trends and audience behaviors.
Sean Preston is a senior designer with seven years of experience
in graphic and motion graphics design. His collaborations with
companies like Airbnb and Gold Seal have given him a deep
understanding of the design landscape and industry trends.
Sean’s ability to create compelling visual content that invites
engagement within the digital space is unique.
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Aaron Proctor is a director of photography and videography
with narrative, commercial, and documentary expertise, having
shot hundreds of projects worldwide since 1999. Aaron’s award-
winning cinematography adopts multiple formats, from short-
form spots to feature-length documentaries. His work has been
seen at the Tribeca International Film Festival, the San Francisco
Museum of Modern Art Film Festival, and the San Francisco
International Film Festival. His specializations include narrative
films, commercials, documentaries, online promos, music
videos, and pilots. He owns/operates a RED DSMC2 Gemini 5K
S35 camera and a drone.
Caitlin Zigthor is a business development and marketing expert
who has been obsessed with helping businesses grow since
she was 16 and sold ad space while leading her Palm Desert
High School yearbook department. With every step in her 12+
year marketing career, Caitlin has worked alongside business
leaders learning the support they need and providing marketing
solutions to help them thrive. Her experience includes B2B
and B2C in varied industries—such as consumer packaged
goods, food, wellness, health, and fem-tech marketing—which
positions her to be able to ensure that any businesses unique
needs are heard, understood, and met.
Amy Chen is a digital communications specialist with
more than a decade of experience on digital advocacy and
advertising campaigns centering voices that have historically
been excluded. At BerlinRosen, she led digital communications
and organizing campaigns alongside organizations like Color
Of Change, SEIU, The Othering & Belonging Institute, and
BlackPAC. For the last few years, she has managed a global
public health social impact digital program and led the digital
launch of End Poverty in California (EPIC).
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4. Agency Ownership and Incorporation Information
Modern Bay Strategies, LLC is legally registered as a Limited Liability
Company (LLC) in the state of California. The company operates as
a partnership with two partners, Kunal Basu-Dutta and Christopher
Higgenbotham, and was officially established in 2020.
5. Parent Company Information
Modern Bay Strategies, LLC is an independent company and is not a
subsidiary of a parent company.
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Activate Oakland
Client Name: City of Oakland & Visit Oakland
Client Manager: Eden Chan, edenychan@gmail.com
Project Dates: March — July 2024
Project Lead: Christopher Higgenbotham
Scope: Activate Oakland—an initiative led by the City of Oakland and Visit
Oakland to showcase ongoing events, dining, nightlife, museums, and more.
Our team interviewed local businesses and community leaders to highlight
the amazing offerings in Oakland, aiming to increase positive sentiment and
engagement.
We monitored trends to create relatable and engaging content, significantly
boosting campaign visibility. The goal was to showcase ongoing events,
nightlife, museums, and more, resulting in significant positive engagements.
Impact: The 12-week campaign, featuring more than 25 different local
businesses, entrepreneurs, and events, resulted in over 5,000 positive
engagements, exceeding the engagement goal by 25%.
We also laid the foundation for the city’s first influencer program, which aimed
to reach a variety of demographics by building a database and establishing
contact with 12 local and micro-influencers.
Outreach campaigns resulted in a 35% increase in web traffic and a 45% increase
in social media followers on key pages. Local businesses also reported an
increase in foot traffic ranging from 10% to 25% following each post.
References
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CA vs Big Oil
Client Name: Campaign for a Safe and Healthy California
Client Manager: Jeff Blanc, jeff.blanc@equitablecommsgroup.com
Project Dates: August 2023 — July 2024
Project Lead: Kunal Basu-Dutta
Scope: Our team was tasked with defining the campaign’s branding and identity.
This included serving as creative directors for all visual aspects to ensure
that photos used, television ads produced, and social media content properly
reflected and resonated with key demographics. Our team also designed and
printed all collateral, took photos and videos at live events, and provided
strategic messaging insights for the coalition fighting Big Oil’s attempt to undo a
critical, bipartisan oil setback law.
Impact: We developed the theme and visuals for “CA vs Big Oil” fight night,
which gained media attention during the California Democratic Party’s
convention and became a key rallying point amongst donors.
This theme was used to approach
influencers and celebrities in
LA, many of whom were willing
to support the ‘fight against oil’,
such as Julia Louis-Dreyfus and
Chrissy Teigan. We furthered this
concept to develop Artists vs Big
Oil. This led to a first-of-its-kind
art auction fundraiser with Jane
Fonda, Christie’s, and the Gagosian
featuring several artists such
as Shepherd Fairey. Numerous
local and national publications
mentioned the event, including
Rolling Stone and Vanity Fair;
it also led to over $17 million in
donations.
This comprehensive approach led
to widespread support that forced
Big Oil to retract their referendum
from the ballot.
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Disclosure of Legal or Contract Issues
Modern Bay Strategies has no history of contract failures, civil or criminal
litigation, or ongoing investigations within the last five years. There have
been no instances where the company or its partners have been judged guilty
or liable in any legal matters. Modern Bay Strategies, LLC remains in good
standing with all clients, partners, and regulatory authorities.
Warranty/Guarantee of Work Product
Modern Bay Strategies guarantees the quality and effectiveness of all
deliverables by adhering to industry best practices and ensuring alignment
with client expectations. We are committed to delivering high-quality
marketing, branding, and digital campaign services on time and within
the agreed scope. To ensure client satisfaction, we offer a revision period
to address reasonable feedback and make necessary adjustments. Our
work complies with all industry standards, legal requirements, and ethical
advertising practices. Additionally, for digital campaigns, we provide post-
launch monitoring and optimization to maximize performance and return
on investment. Modern Bay Strategies, stands behind our work, providing
strategic, data-driven, and impactful marketing solutions that drive
measurable results.
Subcontracting
Modern Bay Strategies does not anticipate subcontracting any portion of
the Scope of Services for this project. All work will be performed by our
experienced team to ensure full control over quality, execution, and project
timelines.
However, if the need for subcontracting arises, we will provide full details
on the role of any subcontractor, including their expertise, responsibilities,
and how their work aligns with the project’s objectives. Any subcontractors
engaged will be held to the same high standards of quality, compliance, and
professionalism as our internal team.
Legal Statements
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Insurance Coverage and Indemnification
If selected, Modern Bay Strategies will provide the minimum insurance
coverage and indemnification. Our company is fully committed to compliance
with all contractual and regulatory requirements to ensure a secure and
responsible engagement with the City of La Quinta.
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Brand Development & Refinement
Our team will work with La Quinta’s stakeholders to update visual identity,
branding toolkits, style guides, messaging, and tagline as needed. We believe
that focusing on amazing activities, awe-inspiring landscapes, refined oasis
vibes, and the intersection of those ideas will reinforce La Quinta’s identity
as a unique and desirable destination. The goal is to ensure a compelling and
consistent brand image.
Media Buying
We will manage all media planning and placement, implementing high-impact
campaigns designed for maximum exposure, engagement, and ROI. We will
track and optimize by using cutting-edge AI technology and real-time analytics,
allowing us to deliver results unmatched by other firms. We curate a powerful
mix of digital and traditional channels, ensuring every campaign creates a
seamless, multi-platform presence.
Transparency is at the core of our budgeting process—every dollar will be
strategically allocated to achieve the best results. Through a proprietary blend of
geo-targeted paid media, programmatic ad placements, and hyper-local digital
marketing initiatives, we will position La Quinta as the premier destination
for high-spending visitors and potential businesses. Our innovative approach
ensures your message reaches the right audience, at the right time, through the
most effective channels—setting you apart from the competition.
Digital Marketing Strategy
Our approach includes paid social, programmatic advertising, connected TV,
search engine optimization (SEO), and content marketing—all designed to
elevate La Quinta’s brand visibility and maximize reach. In the digital space, we
build hyper-targeted campaigns that ensure every dollar spent reaches the right
audience at the right time.
Based on our initial research, we have identified four key audiences in achieving
Scope and Strategy
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the campaign’s goals: affluent urban travelers, wellness enthusiasts, outdoor
and nature lovers, and active relaxers like golfers or day-bikers. To engage these
audiences effectively, we’ll deploy precision-targeted social media campaigns
across Meta (Instagram & Facebook), Pinterest, X, and LinkedIn—tailoring each
platform to reach specific audience segments. Complementing this effort,
we’ll leverage Google search ads, YouTube, display networks, and retargeting
campaigns to drive engagement and conversions.
Our strategy is powered by AI-driven audience segmentation, allowing us to
deliver personalized content aligned with seasonality and individual interests.
We’ll further expand brand awareness through strategic influencer partnerships
in the travel and wellness spaces, ensuring authentic connections with new
audiences.
Traditional Marketing Strategy
We elevate traditional marketing by combining premium placements with
strategic targeting to drive engagement and brand presence. Our approach will
incorporate a print strategy that includes upscale travel and lifestyle magazine
inserts, the creation of the Annual Guide, and strategically placed billboards—all
designed to attract affluent travelers and lifestyle enthusiasts. Magazine ads will
appear in highly regarded publications such as LA Travel Magazine, Condé Nast
Traveler, and Travel + Leisure, targeting luxury travelers in key regions. These
placements will not only highlight La Quinta’s unique offerings but also position
it as a must-visit destination for high-value visitors.
To maximize La Quinta’s visibility and brand recall, we’ll deploy outdoor
marketing across key markets, including Southern California, Northern
California, and the Greater Las Vegas area—regions where travelers can
easily reach La Quinta by car. Our strategic billboard placements will ensure
prominent visibility along major travel corridors, reinforcing brand awareness
and enticing travelers to choose La Quinta for their next getaway.
Economic Development
Our team will create and place high-quality B2B marketing materials, including
digital brochures and presentations, to engage potential investors and business
partners. To attract retailers, high-end businesses, and health-focused brands,
we will develop comprehensive business attraction strategies highlighting La
Quinta’s desirable market demographics. Additionally, we will help develop a
Luxury Business Summit, a curated networking event to showcase investment
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opportunities and attract corporate retreats.
This is also an excellent opportunity to encourage local business development.
By offering and promoting incentives to local and regional businesses, we can
transform locals into job creators for the area while also building a stronger
cultural base for visitors to support.
Activations
To create deeper emotional connections with visitors, we ideated some potential
activations based on initial research that allow guests to experience La Quinta’s
unique offerings more directly. Potential activations include wine tastings, movie
nights on the green, pop-up boutiques, bike rides for nature conservancies, and
guided student hikes. We also built out two possible activations.
Evening Photography Treks
By inviting photographers to hike in La Quinta with a guide, they can get
amazing shots of the setting sun across the landscape and a night sky filled
with twinkling gems. As these are shared and disseminated, campers and nature
lovers will have a chance to realize the majesty awaiting in La Quinta.
Pre-/Post-Coachella Wellness Package
This can position La Quinta as the ultimate destination to extend the festival
experience, especially for older millennials. While hotel packages exist, this
would go beyond those weekend dates by offering festival-goers curated
pre-festival wellness activities featuring nature excursions and local food
experiences to prepare for the high-energy event. Post-festival, guests can
enjoy exclusive recovery packages, including detox wellness programs, spa
treatments, and relaxation activities, encouraging them to extend their stay and
engage with La Quinta beyond the festival weekend.
Public Relations & Community Engagement
We will develop a robust public relations strategy that includes press releases
and media outreach to secure broad national and regional coverage. Local
partnerships and community events will be leveraged to strengthen engagement
and foster brand advocacy. Experiential marketing activations, such as
interactive and immersive experiences, will be promoted to journalists across
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targeted verticals and designed to encourage visitors and build ongoing stories.
Photography & Videography
We understand that compelling visuals are at the heart of impactful marketing.
Our high-quality photography and videography team will capture the essence
of La Quinta—its stunning landscapes, lifestyle, and events—to create a visual
narrative that resonates with target audiences.
Our video content will showcase La Quinta’s beauty and highlight the local
culture, businesses, and experiences that define it as a premier destination.
Drone videography will provide breathtaking aerial perspectives, offering a
unique vantage point that elevates the storytelling experience. To ensure the
highest level of professionalism and compliance, our team is securing Part 107
certification by March, allowing for full commercial drone operations day and
night.
Marketing Graphic Mock-up
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Timeline and Deliverables
Modern Bay Strategies proposes a structured, multiphase, concurrent
approach. This plan includes expected deliverables during each phase. This may
be updated based on new research and goal adjustment.
Research, Strategy Development & Branding — (Months 1-2)
The project will begin with in-depth market research, competitive analysis, and
audience segmentation to shape a data-driven strategy. A detailed marketing
roadmap will be created, defining key objectives, messaging, and performance
metrics. During this phase, we will also refine La Quinta’s brand identity,
ensuring consistency across visual assets, content, and messaging.
Objective: Establish a data-driven marketing framework and refine La Quinta’s
brand identity.
Key Deliverables:
Market Research & Competitive Analysis:
Analyze trends, competitor strategies, and target demographics.
Identify high-potential audience segments and key geographic markets.
Media Strategy Development:
Assess optimal media channels for digital, print, and social campaigns
based on existing campaign performance data as well as defined goals
and audiences.
Define KPIs and performance benchmarks for advertising success.
Branding & Creative Development:
Collaborate with City staff to enhance, evolve, and refine existing brand
standards and discuss innovative new ideas.
Develop concepts for brand refinement, including logos, taglines, and
messaging frameworks.
Preliminary Content Planning:
Create a content calendar aligning marketing efforts with city events and
seasonal trends.
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Outline initial video, photography, and blog content to be produced.
Annual Guide
Build initial ideation on possible directions and features.
Content Creation & Digital Infrastructure — (Months 3-5)
Once the strategy is finalized, we will focus on high-quality content creation,
including photography, videography, and written materials to showcase La
Quinta’s attractions. A structured content calendar will be developed, aligning
marketing efforts with city events and seasonal tourism trends. Simultaneously,
we will optimize La Quinta’s website for search engines (SEO) and user
experience.
Objective: Build the creative foundation for La Quinta’s marketing campaigns.
Key Deliverables:
Graphic Design & Branding Implementation:
Finalize and implement the brand toolkit and style guide.
Develop marketing materials, including brochures, social media assets,
business recruitment materials, and website graphics.
Website Development & SEO Optimization:
Audit and optimize the La Quinta website for SEO, accessibility, and user
experience.
Implement search engine ranking improvements and performance
tracking.
Optimize website structure, booking forms, and calls-to-action (CTAs) to
drive engagement.
Photography & Videography Campaigns:
Capture high-quality images and videos to be used in digital and print
marketing.
Produce promotional videos and vlogs highlighting local attractions,
events, and lifestyle experiences.
Post videos on key platforms, including YouTube, social media, and the
city website.
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Public Relations & Media Engagement:
Develop a media list for topics of interest and key geographies. Write press
releases and media advisories for upcoming events.
Begin outreach to local and national journalists and influencers for
partnerships.
Launch a community engagement initiative to increase public awareness
and participation.
Annual Guide
Determine the cover story as well as anchor stories within the guide.
Find local histories to highlight, collate pictures from ongoing events, ask
for user-generated content to feature.
Reach out to local businesses for features and ads.
Digital Marketing, Campaign Execution & Community Engagement —
(Months 4-11)
This phase will see the launch of targeted advertising campaigns across
Google, social media, and programmatic platforms, aimed at attracting tourists,
corporate event planners, and residents. Pay-per-click (PPC) campaigns will be
managed to maximize engagement and conversions. We will also deploy public
relations efforts, including press releases, influencer collaborations, and media
partnerships. Community engagement initiatives will promote local events,
businesses, and tourism-driven activities.
Objective: Launch full-scale marketing and advertising campaigns to promote
La Quinta.
Key Deliverables:
Advertising & Media Buying:
Execute multi-channel ad campaigns, including Google Ads, paid social
media, and print media.
Utilize market research data to refine target demographics and geographic
reach.
Track ad performance metrics and optimize campaigns for ROI.
Economic Development Initiatives:
Develop and distribute investment and business recruitment materials.
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Launch an outreach campaign targeting site selection consultants and
corporate leaders.
Begin promoting La Quinta as a conference and corporate retreat
destination.
Social Media & Influencer Marketing:
Expand La Quinta’s social media presence with targeted content and ad
placements.
Partner with regional influencers and travel bloggers to drive engagement.
Promote user-generated content through community engagement efforts.
Public Relations & Event Marketing:
Execute PR campaigns to secure media coverage for local businesses and
attractions.
Support marketing efforts for seasonal festivals, tourism activations, and
public events.
Develop community-driven blog content tied to major city happenings.
Annual Guide
Design and finalize the guide to ensure that it is properly uploaded and
promoted across digital platforms.
Performance Optimization & Strategic Growth — (Months 8-12)
As campaigns gain traction, we will continuously monitor performance metrics,
refine strategies, and scale successful initiatives. Quarterly reports will be
provided to track progress, highlight key insights, and adjust marketing efforts
for optimal results. A final annual performance review will summarize key
achievements and propose strategic recommendations for future growth.
Objective: Assess campaign effectiveness, optimize strategies, and prepare for
long-term growth.
Key Deliverables:
Campaign Performance Analysis:
Conduct monthly and quarterly performance reviews and provide detailed
reports outlining campaign impact.
Use Key takeaways to adjust advertising and digital strategies based on
data insights.
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Digital & Website Enhancements:
Implement advanced SEO optimizations for sustained visibility.
Improve website structure and content based on user engagement data.
Maintain and update the city’s digital media library with refreshed content.
Final Report & Strategic Recommendations:
Compile a comprehensive annual report summarizing key successes and
ROI.
Provide a strategic roadmap for continued growth in the following year.
Identify new opportunities for expansion, including potential partnerships
and advertising innovations.
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Modern Bay Strategies has structured this budget proposal into three tiers to
provide scalable marketing solutions based on the City of La Quinta’s goals and
level of investment. Each tier builds on the previous one, increasing visibility,
engagement, and market reach.
Budget
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Tier 1 — Base Option ($550,000)
This tier focuses on achieving essential marketing objectives, ensuring strong
foundational visibility and engagement. The budget includes a balance of digital
and traditional marketing, with an emphasis on paid social media. Connected
TV placements will be introduced at a limited scale. Traditional media such as
billboards and travel magazine placements will be included to maintain brand
presence. The campaign will be optimized continuously to maximize reach and
efficiency.
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Tier 2 — Expanded Capability ($750,000)
At this level, the campaign significantly increases investment across all
marketing sectors. Influencer partnerships will be used, allowing for greater
engagement and credibility with target demographics. Connected TV advertising
will double, incorporating premium platforms such as Hulu and HBO to reach
a broader audience. Media buying will expand across digital and traditional
channels and have wider geo-targeting capabilities, creating a strategic
difference from Tier 1. This approach guarantees a more immersive and far-
reaching presence for La Quinta.
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Tier 3 — Maximum Exposure ($900,000)
This comprehensive plan maximizes La Quinta’s reach by increasing exposure
across a broader range of geographic markets and target demographics. Every
element of Tier 2 is expanded further, with greater investments across the board
including content production, digital ad placements, and activations. Traditional
advertising will scale to include targeting travel hubs like airports. The added
budget allows for greater frequency and impact, ensuring that La Quinta
remains top-of-mind for travelers and business investors alike.
Budget Flexibility and Customization
Each budget tier is strategically designed to meet the City of La Quinta’s
marketing goals at different investment levels. The higher the budget tier, the
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more reach, visibility, and engagement La Quinta can achieve through expanded
advertising, influencer marketing, content production, and strategic outreach.
However, we understand that budget allocations may need to be adjusted based
on the City’s evolving priorities. We are open to reallocating resources within
budget tiers or adjusting media investments to align with final project goals.
For any adjustments, we are happy to work with City staff to optimize the
strategy while maintaining cost efficiency and measurable impact.
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Modern Bay Strategies is more than just a marketing firm—we are dedicated
partners in driving impactful results. Our proven track record in developing
and executing successful promotional campaigns demonstrates our ability to
effectively engage and motivate key audiences. With deep expertise in digital
strategy, economic development marketing, and community engagement, we
will elevate La Quinta’s brand, ensuring it stands out as a premier destination.
We are excited about the opportunity to collaborate with the City of La
Quinta to bring this vision to life. Please don’t hesitate to reach out for further
discussions—we look forward to building something extraordinary together.
Conclusion
KUNAL BASU-DUTTA
CONTACT
706.984.9279
kunal.basudutta
@modernbaystrategies.com
Oakland, CA
EDUCATION
The University of Chicago
Bachelor of Arts - Classics
Chicago, IL | 2013
GENERAL SKILLS
▪ Digital strategy
▪ Messaging development
▪ Digital advertising and
fundraising
▪ Email management
▪ Social marketing /analytics
▪ Mass & P2P texting
▪ Website development and
management
TECH SKILLS
▪ Microsoft Suite & Google Suite
▪ Sprout Social, Hootsuite
▪ Mailchimp, Constant Contact
▪ Wordpress, HTML
▪ Asana, Slack
▪ Facebook Ads Manager, LinkedIn
Ads, Twitter Ads
▪ Salesforce, NGP, ActBlue
PROFILE
I’m a firm believer in the power of harnessing honest digital content
to foster communities and mobilize action. My work as a COO and
Director has taught me how to build structures and develop talent.
I’ve also worked with various entities in order to drive different types
of high-level actions — from signups to sales to event attendance.
While data drives the work, it’s the people who make it come alive.
EXPERIENCE
Modern Bay Strategies
CO-FOUNDER & PARTNER | September 2020 - Present
▪ Oversee messaging and branding for a variety of clients — including
statewide initiatives, national non-profits, and private companies.
▪ Developed the visual and creative identity for issue-based
campaigns that successfully beat Big Tobacco in 2022, a billionaire
sports owner in 2023, and Big Oil in 2024.
▪ Created and implemented advertising strategies encompassing
digital, traditional, and mail for winning local campaigns in CA, GA,
and MN.
▪ Execute digital ads campaigns, such as a programmatic ad strategy
for ACLU California Action which spent ~$40k to receive 2M+
impressions leading to language adoption by leaders Senate Bill 2.
TS PAC
DIGITAL DIRECTOR | July 2020 - June 2021
CONTENT DIRECTOR | Februar y 2020 - July 2020
▪ Worked with the principle on developing a digital strategy and
staffing plan to support the organization's electoral and partnership
goals.
▪ Created content for an email list of 1M+, all social channels, and the
website.
LEADERSHIP &
VOLUNTEER
Founding Member & Secretary |
Lakeshore LGBTQ Cultural District |
Oakland, CA | October 2023-Present
Board Member | Oakland LGBTQ
Center | Oakland, CA | March
2023-Present
Bay Bridge CAT Member | LGBTQ
Minus Tobacco | Bay Area, CA | April
2023-Present
Digital Consultant Volunteer | World
Wildlife Foundation | Hanoi,
Vietnam | 2017
PREVIOUS WORK
Facebook Lead | Amazon | Seattle,
WA | 2015
Digital Lead | National Association
of Charter School Organizers |
Chicago, IL | 2013 - 2014
Student Director | UChicago Careers
in the Arts | Chicago, IL | 2012 - 2013
Marketing Associate | Reva and
David Logan Center for the Arts |
Chicago, IL | 2011 - 2012
▪ Fundraised for down-ballot candidates and nonprofits at national,
state, and local levels — over $500k raised via small-dollar and
digital donations for 2020 cycle.
Tom Steyer 2020
EMAIL DIRECTOR | August 2019 - July 2020
▪ Managed a team of six to raise over $1M+ from grassroots donors
and drive over 2M+ key actions.
▪ Built automated pipelines to support the organizing teams and
create funnels for activating the local and digital communities.
▪ Developed new organizational processes to seamlessly integrate
offline voter contact into our online persuasion and volunteer
recruitment program.
Swalwell for America
DIGITAL STRATEGY DIRECTOR | April 2019 - August 2019
▪ Grew email list to 500,000 subscribers (+150%) with organic & paid
methods.
▪ Managed team of 5 to design daily emails, update the website, and
run digital ads.
▪ Developed Swalwell 650 — community engagement program to
cultivate members into donors, volunteers, and grassroots
influencers.
Swalwell for Congress
DIGITAL MANAGER | March 2018 - April 2019
▪ Wrote content and strategy for social channels and email. Led
website redesign. Used organic digital to increase email subscribers
by ~100%.
▪ Supported Future 40 candidates by developing digital strategies
and writing copy. 21 of 43 candidates won and helped flip the
House.
1087 Alcatraz Ave
Oakland, CA 94608
Phone: (510) 384-6211
Email: chrish@modernbaystrategies.com
Christopher Higgenbotham
Summary of Key Qualifications
A dynamic and results-driven partner at a leading marketing and political strategy firm, Christopher specializes in
developing high-impact media campaigns, strategic messaging, and stakeholder engagement. With extensive
experience in political operations, campaign management, and public affairs, he has successfully led initiatives that
influence public policy, shape voter perceptions, and drive engagement across diverse communities. His expertise
spans digital, print, and broadcast media, as well as regulatory compliance and financial oversight. Christopher is a
proven leader with a track record of driving successful marketing and advocacy strategies for candidates, causes,
and organizations.
Relevant Experience
Partner
Modern Bay Strategies – Oakland, CA | Aug 2020 – Present
Leads strategic political and advocacy campaigns, shaping policy
initiatives and outreach. He develops and executes media strategies
across digital, print, and broadcast. He manages stakeholder
engagement with elected officials, community leaders, and
grassroots organizations. He oversees campaign messaging,
research, design, and policy analysis to ensure effective
communication.
Director of Political Operation
Storefront Political Media – San Francisco, CA | Aug. 2019 – Feb. 2022
Designed impactful media and campaign proposals for clients. He
implemented and measured media campaigns across social media,
radio, TV, OTT, and programmatic advertising. He managed the
production of digital and print materials for candidates, causes, and
organizations. He created targeted advertising strategies tailored to
key voter demographics. He optimized ads and marketing materials
based on audience response to maximize impact.
Comptroller
Swalwell for America – Dublin, CA | Feb. 2019 – July. 2019
Oversaw all accounting matters, including payroll, insurance, tax
planning, and tax returns. He supervised and developed a team of
four. He prepared budgets, forecasts, and strategic plans. He
managed internal audits and recommended financial and
operational improvements. He ensured FEC reporting and
compliance with federal regulations.
Project Manager
Lowe Consulting Group Inc. – Oakland, CA | Aug. 2016 - March 2019
Developed and monitored contract compliance plans, conducted
labor compliance site visits, and managed workforce participation
goals. He was key in coordinating outreach efforts, including public
meetings and stakeholder engagement, to ensure transparency and
inclusivity in project implementation.
Educational Background
Morehouse College, Atlanta, GA
B.A. in English
Relevant Skills
• Proven leadership in political
strategy and marketing
• Expert in digital, print, and
broadcast media campaigns
• Strong analytical and decision-
making skills
• Effective communicator with
excellent public speaking ability
• Expertise in stakeholder
engagement and coalition
building
• Skilled in data-driven campaign
optimization and audience
targeting
• Proficient in Microsoft Office,
QuickBooks, NGP, and Adobe
Suite
Other Relevant Experience
• Board Member, San Francisco
Navy League (2023-2025)
• Board Member & Marking Chair,
RMHC Bay Area Red Shoe Society
(2024-2025)
A B O U T M E
W O R K E X P E R I E N C E
K E I A N A B Y F I E L D
MCMASTER UNIVERSITY
Actuarial and Financial Mathematics
2016-2021
S K I L L S
Video Editing [Adobe Premiere Pro, Capcut]
Graphic Design [Canva, Photoshop]
Content Planning [Sprout Social, Planoly, Unum]
info@kbmediagency.com
Toronto, Ontario
COMMUNITY RETENTION MANAGER
Attracted new members to the program through the scripting and editing of YouTube videos. In 11 months, I
gained the company 9000+ subscribers on YouTube which is the main channel used to attract new customers.
Establish the company’s presence on Instagram by creating content that attracts and converts viewers.
Monitoring the content analytics and preparing summary reports to ensure we are meeting target KPIs such as
monthly webinar sign ups, increase in email subscribers and content views and engagement.
Etched Actuarial (2023-Present)
Created actuarial-specific Excel projects that teach members how to build and use these tools in the workspace.
Hosted community events designed to engage members of the program and support their career goals.
Provided personalized support to members such as resume reviews and mock interviews to shape them into ideal
candidates for actuarial employers
Led all internal marketing initiatives to keep members up-to-date across all communication channels (email
marketing, social media platforms)
I am a marketing strategist, with a background in actuarial science, specializing in building and nurturing online
communities through strategic and impactful content creation. Leveraging my analytical, creative and problem-
solving skills, has allowed me to empower brands with innovative solutions that resonate with their target audiences.
CONTENT STRATEGIST
Etched Actuarial (2021-Present)
Data Analysis & Reporting [Excel, MS Access, Word]
Email Marketing [Drip]
Project & Content Management [Asana, Slack, Rella]
ACTUARIAL ANALYST
Canada Life (2021-2023)
Created & tested processes to accurately retrieve data from actuarial software into tools such as Microsoft SQL
Server, Excel and MS Access.
Served as a liaison across department leaders to gather financial and analytical data used in preparing reports.
FOUNDER, CEO
Kurate Media (2024-Present)
I run a social media marketing agency specializing in community building and content creation. Our goal is to connect
brands with their target audiences through tailored strategies to increase engagement and foster brand loyalty.
Successfully grew the agency from inception to a fully operational business, managing a diverse team of creatives.
Led multiple successful projects for various clients, ensuring high-quality content delivery and client satisfaction.
PROJECT MANAGER & CONTENT STRATEGIST
Modern Bay Strategies (2024-Present)
Developed and executed content strategies for clients and internal marketing initiatives, ensuring alignment with
brand goals and audience engagement.
Managed content production workflows, from scripting and calendar planning to overseeing designers and video
editors for high-quality execution.
Leveraged data-driven insights to enhance storytelling, drive engagement, and improve brand visibility.
Tianna Nand
949.529.1123 | tiannanand@gmail.com
EDUCATION
Master of Science | Hult International Business School 2019- 2021
● Business Analytics, Disruptive Innovation
Bachelor of Arts | University of California, Irvine 2013-2017
● Psychology Social Behavior, Social Ecology
PROFESSIONAL EXPERIENCE
Modern Bay Strategies | Business and Marketing Analyst Feb. 2024- Present
● Led the implementation of an advanced analytics platform, enabling efficient aggregation and analysis of marketing data
from multiple digital sources, reducing manual data processing time by 40%.
● Developed content calendars and executed organic social media campaigns, improving follower growth by 15%.
● Led A/B testing initiatives to optimize email marketing and social content, resulting in a 12% increase in ROI.
○ Moms Against Poverty | Former Client
● Increased donor contributions by 25% through strategic social media campaigns and personalized
outreach initiatives, optimizing engagement with key demographics.
● Created and launched a philanthropy partnership model, establishing a structured pathway for
corporate sponsorships that secured $100K in donations within the first year.
● Developed 3 new revenue streams, including multi-pronged long and short term strategies, resulting in
a 30% increase in annual fundraising revenue.
Programmatic | Business Analyst Feb. 2023- Jan 2024
● Analyzed and optimized computer systems to align with manager's requirements, creating technical specifications,
system design documents, and workflow diagrams to support seamless integration of new functionalities with existing
infrastructure.
● Led the analysis and redesign of the Customer Relationship Management (CRM) system as part of the System
Optimization Initiative (SMI) and implemented data query optimizations that reduced system load time by 30%.
● Demonstrated strong leadership by guiding the team through the implementation of a new software platform, ensuring a
smooth and efficient transition and facilitated a 23% increase in company productivity by effectively communicating
complex technical concepts, enabling quick team adoption of the new system.
Teeʼs LLC | Founder, Marketing Strategist Jan. 2022- Jan. 2023
● Provided end-to-end marketing services, including strategy, content creation, social media management and analytics.
○ Tesla | Innovation Analyst
● Developed Tableau dashboards to visualize customer experience gaps, reducing stakeholder analysis
time by 30% and enabling rapid decision-making.
● Presented three data-driven recommendations that led to a 15% increase in customer retention and
improved engagement across digital platforms..
○ Asian American Pacific Islander Public Affairs | Social Media Content Analyst
■ Developed audience-specific organic content strategies, resulting in a 25% growth in followers across
Instagram, Facebook, and Twitter.
■ Designed and implemented social media campaigns tailored to community initiatives, leveraging a
centralized database to track performance and make data-driven adjustments, resulting in a 35%
increase in engagement.
○ Ultraviolet Ai |
■ Conducted in-depth market research on disruptive technologies, providing actionable insights that
optimized marketing strategies for product launches.
■ Improved data processing accuracy by 30%, streamlining marketing operations and enabling precise
audience targeting.
○ Vanity | Marketing Analyst
● Conducted focus groups, one-on-one interviews, web scraping and data analysis to guide branding
strategies, identifying content redundancies and streamlining campaigns, which improved efficiency
and increased engagement by 20%.
SKILLS
● Python, SDLC, System architecture design, SQL, R, Tableau, Power BI, Project tracking software (Jira, Asana),
Communication and documentation tools (Microsoft 365, G Suite)
LEADERSHIP + AWARDS
Graduate Student Representative Hult Student Association 2021
UN Community Builder Award Hult International Business School 2019
Academic Affairs Vice President Associated Students of UC Irvine 2017
seanpreston359@gmail.com | seanprestondesign.com | 770.331.8019 | 1520 Hamilton St. Apt. 929 / Philadelphia, PA 19130
Senior Graphic DesignerSEAN PRESTON DESIGN
PROFESSIONAL WORK
Modern Bay Strategies
San Francisco, CA (2021 - Present)
Art direction, branding (and branding guidebook creation) for the firm’s client-base and
handling of internal design needs for Modern Bay. Emphasis on grassroots campaigns
and creating positive change and awareness through design and creative media.
Clients and organizations include:
CSHC (Campaign for a Healthy California / CA vs. Big Oil)
The Horizon Project
CADEM (California Democratic Party)
City of Oakland
Warren Logan
Storefront Political Media
San Francisco, CA (2017 - Present)
Responsible for designing a wide range of media for the firm’s client-base (including but
not limited to) banner ads, web design, illustration, print, motion graphics, photography,
videography, photo/video editing. Responsible for creating collateral and assets for both
short-term and long-term projects and campaigns.
Clients and organizations include:
Airbnb
NUHW
PG&E
Working Families Party
National Grid
EDUCATION
Drexel University — B.S. in Product Design
Philadelphia, PA (2011 - 2015)
PROFICIENCY
AARON PROCTOR
DIRECTOR OF PHOTOGRAPHY
AARONPROCTOR.COM
AARON@AARONPROCTOR.COM
310-508-1836
Selected Works as DP
NARRATIVE
Project Director
“Silverlake Afternoon” 1 2 Michael Osborne and Rebecca Holopter
“Seven Deadly Sins” Amanda Scheer-Demme
“Surveillance” Peter Castagnetti
“No Disintegrations” (22 episodes) Aaron Proctor
“Shapetown” (pilot) Andy Lauer
“Gymratz” 2 (pilot) Hunter Phillips
“Crime in a Box” 1 Peter Castagnetti
“Blacked Out” 2 Ira Heinichen
“Blockhead” 1 John Conway
“SF Noir” Jeremy Troy
“L.A. Paris” (35mm) Aaron Proctor
“This Will All Make Perfect Sense” 2 (Super 16) Peter Phan
1 Festival Winner 2 Official Selection
"Aaron Proctor's lensing is energized, inspired and just downright fun."
– The Independent Critic, reviewing “Silverlake Afternoon”
COMMERCIAL AND MUSIC VIDEO CLIENTS
GameStop, Funko, Loungefly, Polaroid, Hasbro, Gentle Giant, Pizza Hut, UCLA, AT&T, MGM,
Mission Minded, Jesse McCartney, Prima, David Sheingold, Louiza, John Goraj, JMSN,
Thismoment, Epiduo Forte, HealthNet, Lucia Comnes, Johnny Goraj, Brookline College,
Kleverdog, Desecrate, Negative Blue, The Brothers Landau, GoPago, Department of the 4th
Dimension, Scott Sigler, S.K.A.M. Artist
DOCUMENTARY CLIENTS
LA County Library, National Union of Healthcare Workers, Occidental College, RMNG, Carry
The Load, Moore Foundation, University of California, The Durfee Foundation, Art Center
College of Design, UCLA, Eyeist, Demand Media, Unite, REISS, AOL
Caitlin Zigthor
760-485-3241 * Zigthormarketing@gmail.com * San Francisco, CA * www.zigthormarketing.com
SKILLS
Strategic Planning - Social Media Management - Marketing Program Development & Execution -
Product Launches - Creative Development - Brand Management - Content Strategy and Creation -
Marketing Strategy - Email Content Creation - A/B Testing
EXPERIENCE
Sia Partners- McAfee - Senior Consultant - San Francisco, CA May 2021-April 2024
● Growing the audience for the McAfee Mobile Security app, hitting growth business goals, and
strategizing on retention optimization for existing customers through lifecycle marketing with a
key focus on email marketing, user flows, and optimizing creative based on A/B tests.
○ Key Example: Launched the Learn At McAfee webpages in partnership with brand,
SEO, product marketing and created multiple pages increasing time spent on site.
● Leading internal initiatives such as the Young Professionals Network, SiaCares, and the internship
program for the summer of 2023; focusing on a leadership role and mentorship for the newer
consultants to the firm.
Emme - Brand Marketing Manager - Berkeley, CA May 2020-February 2021
● Lead the ideation, strategy, and development of pre-launch and launch campaigns, as well as asset
creation in partnership with the internal creative team. This includes email, social media strategy,
paid social ads, and organic content creation.
● Analyzed consumer behavioral data and research to better understand the consumer journey, gain
feedback on the product, and identify areas of opportunity for marketing optimization.
● Kicked off the company’s brand ambassador/influencer strategy and designed the operational
components to support the program.
○ Key Example: Job posted, interviewed, recruited, and trained over 10 brand ambassadors
across various college campuses to begin executing the ambassador program.
Eel River Organics - Associate Product Marketing Manager - Oakland, CA July 2019-April 2020
● Assisted in new product development in collaboration with the internal operations team,
developing the go-to-market strategy for new products, utilizing industry data to discover top
trends, and determining the key messaging and consumer communications around the launch.
○ Key Example: $23,600 in sales over the first 3 months of the product launch with only
one SKU
● Co-created retailer specific shopper marketing programs and consumer promotion opportunities
to build awareness and drive sales with our retail partners.
● Lead the event marketing strategy for OutsideLands and Emerald Cup, designing the booth and
marketing elements, and leading the operations staff teams to ensure sales and engagement.
○ Key Example: Sold out of product due to high demand in the first ever GrassLands event
at OutsideLands.
Whole Foods Market - Marketing Manager and Specialist - Emeryville, CA June 2018-June 2019
● Analyzed regional purchasing priorities and created a strategic, fully-encompassing marketing
and promotional plan to reach the goals within budget and time constraints.
○ Key Example: Total sales of $251K throughout program, which ran for 2 months in all
NorCal WFM locations, increasing average cheese sales by more than 150
● Co-directed the creation of creative assets, creative direction of programs, and ensuring the key
messaging is executed on all marketing channels.
Whole Foods Market - Metro Marketing Lead - Emeryville, CA September 2016-May 2018
● Developed promotional campaigns to retain current customers, attract new shoppers, and grow
basket size for larger promotions/sales in-store.
● Social media management, content creation, sponsorship events, event marketing, partnership
negotiations, and working with in-store graphic artists to execute global and regional
requirements and programs.
EDUCATION
● The University of Texas at Austin - BS in Advertising May 2013
Amy Chen
amychendigital@gmail.com | 562-509-7818 | Long Beach, CA
PROFESSIONAL EXPERIENCE__________________________________________________________________
AMY CHEN DIGITAL LLC / digital communications and project management consulting Long Beach, CA
CEO 05/2021 to Present
● Led strategic planning and executing large-scale digital communications and organizing campaigns
alongside organizations like Color Of Change, SEIU, The Othering & Belonging Institute, Climate Power,
Stop AAPI Hate, Demos, End Poverty in California (EPIC), and Northern California Grantmakers
● Served as a project manager for Johnson & Johnson’s Global Public Health communications campaign,
including building work plans, managing workflows and internal communications, and troubleshooting
staffing and production issues
BERLINROSEN / a political communications firm New York, NY & Los Angeles, CA
Account Director 07/2017 to 05/2021
● Oversaw the day-to-day project and client management of 5+ digital advocacy clients, leading and training
3+ person digital teams and collaborating with press, video, ads, web development and design teams
● Built long-term client relationships and shaped culturally relevant and creative digital campaigns from
start to finish for leading national advocacy organizations such as Color Of Change and SEIU
● Led a team of social media strategists to shape a leading civil rights leader ’s Twitter account to meet our
current racial justice moment, generating over 20,000 new followers and 19 million impressions in just
two months
● Launched Child Care Providers United, a state-wide campaign that scaled digital tools and built a digital
infrastructure and strategy to mobilize over 40,000 providers to form California’s first provider union
ROOSEVELT INSTITUTE / a progressive think tank New York, NY
Digital Manager 03/2016 to 07/2017
● Led the digital and in-person launches of the two anchor reports, Rewrite the Racial Rules and Untamed
Increased the Institute’s email newsletter subscribers by 31% in 10 months
● Launched Roosevelt Forward, the Institute’s sister organization’s Facebook and Twitter channels resulting in
560% and 176% audience growth, respectively in 5 months
EDUCATION _________________________________________________________________________________
UNIVERSITY OF CALIFORNIA, LOS ANGELES June 2012
Bachelor of Arts in Sociology; Minors in Global Studies and Asian Languages & Cultures
LANGUAGES & SKILLS_______________________________________________________________________
● Proficient in Mandarin (Simplified Writing), Conversational Spanish
● Proficient with Microsoft Teams, Google Workspace, Wordpress, HTML, CSS, Google Analytics,
Mailchimp, EveryAction, Action Network, Asana, Teamwork, Trello
● Experience advertising on digital platforms such as Facebook, Instagram, X, Threads, LinkedIn,
Google Adwords, Web Display ads, pre-roll