Pollinate2
Who we are
What we do
References
Project Details
Appendix
Section A-B
Cover Letter
Company Information
Staff Experience
Capabilities
Campaign Process
Section C
Section D
Approach
Rates & estimate
Disclosures
DEI Statement
4-5
5
6-18
19-27
28-35
36-45
47-48
49-51
52-53
56
Table of
Contents
Agency Contact
Kathleen Quinn
Kathleen.Quinn@pollinate.com
480.678.0226
315 SW 11th Ave. Suite 200
Portland, OR 97205
Pollinate X La Quinta2
We are
Pollinate
Who we are
3
Pollinate X La Quinta
Who / Cover Letter
Founded as a digital agency in 2008,
Pollinate is one of the fastest-growing,
most versatile agencies in the region.
Few can match our scope of services
and expertise in both the digital and
traditional realms - from strategic
planning and creative to media
placements and web development.
As a full-service agency, we specialize
in collaborative approaches and
holistic strategies that turn consumers
into Brand Fanatics.
We are thrilled to be considered for
this RFP, and appreciate your time to
review our proposal.
Based in Portland, we’re a
hybrid team comprised of 40
experts — people who've
spent years solving complex
problems for local, national
and global brands.
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Pollinate is an
independent, full-
service agency
based in the
Pacific Northwest.
Pollinate Marketing
315 SW 11th Ave. Suite 200
Portland, OR 97205
A. 1-5) Cover Letter
4
Who / Cover Letter
Validity Statement
The undersigned, through formal submittal of this proposal
response, declare that they have examined all related proposal
documents and read the instructions and conditions, and
hereby proposed to provide marketing services as specified, in
accordance with the proposal document herein.
While rates included are valid for ninety (90) days after the RFP
due date or until the contract is approved, whichever comes
first, agency acknowledges that some of the estimated budget
breakouts are subject to change as project details are finalized
with La Quinta upon completion of initial discovery.
B. 1-2, 3-4) Background
Pollinate, Inc. DBA Pollinate Marketing, LLC.
45-2426799
Established 2008
S-Corporation
State: Oregon
May 23, 2011
Pollinate is not a subsidiary.
315 SW 11th Avenue, Suite 200
Portland, OR 97205
BUSINESS NAME
FEDERAL TAX ID NUMBER (EIN)
YEARS IN BUSINESS
AGENCY OWNERSHIP
INCORPORATION DETAILS
BUSINESS LOCATION
Pollinate X La Quinta5
Who / Company Information / Key Personnel
Pollinate X La Quinta6
Our Team
DENISE HAMPTON
MEDIA DIRECTOR
(SHE/HER)
LAUREN MCENTEE
MEDIA SUPERVISOR
(SHE/HER)
JORDAN ALLISON
PERFORMANCE MEDIA SPECIALIST
(SHE/HER)
DAISY VILLARALDO TELLEZ
MEDIA ANALYST
(SHE/HER)
LEVI PATTERSON
CO-FOUNDER & PARTNER
(HE/HIM)
KATHLEEN QUINN
ACCOUNT DIRECTOR
(SHE/HER)
CASEY KROMER
SR. PROJECT MANAGER
(SHE/HER)
LAURA SUTHERLAND
CREATIVE DIRECTOR
(SHE/HER)
LAURA WILUSZ
SR. DESIGNER
(SHE/HER)
SARAH THOMPSON
COPY W RITER
(SHE/HER)
SCOTT CORREY
DEVELOPMENT DIRECTOR
(HE/HIM)
CRAI G SCHOMMER
U X & ANALYTIC S
(HE/HIM)
The following subject matter experts represent the primary proposed team that would be working with La Quinta. While our account team will
act as the primary day-to-day contacts, all team members will be directly involved and available for requests and queries.
B. 3) Key Personnel
Denise Hampton
MEDIA DIRECTOR
(SHE/HER)
RESPONSIBILITIES
MEDIA STRATEGY
Who / Company Information / Key Personnel
Pollinate X La Quinta
Denise has spent more than 20 years in the ad agency media
business working across 45+ brands and 20+ B2C categories,
typically working with budgets ranging from $50k-$30M. She’s
supervised media efforts for local, regional, national and global
clients. Denise and her team is always evaluating new approaches
to media and analyzing how to effectively meet and exceed client
goals. With this results-oriented attitude, Denise has a lengthy
history of crafting tailored media plans and negotiating as much
added value as possible for her clients.
Denise enjoys digging deep into audience targeting, analyzing
results, and testing new media tactics to compare against previous
efforts and corresponding results. Denise believes that solid
research, effective oversight of media trends, optimizations, and a
custom approach leads to success.
With a Bachelors degree from the University in Oregon (Journalism/
Advertising and Business Administration), Denise graduated from
one of the highest ranked advertising programs in the country. As a
lifelong learner, Denise has also taken classes at Lane Community
College and Portland Community College.
Lauren McEntee
MEDIA supervisor
(SHE/HER)
RESPONSIBILITIES
MEDIA STRATEGY, MEDIA PLANNING,
MEDIA BUYING
Who / Company Information / Key Personnel
Pollinate X La Quinta8
With 8 years of professional experience, and 4 years at Pollinate,
Media Supervisor Lauren McEntee brings a strategic and results-
driven approach to campaigns, tailoring paid media strategy to
client business goals. Leveraging a deep understanding of the
media landscape, historical data and market research, Lauren
develops customized solutions that focus on measurable success.
She has refined her expertise across various categories, including
business to consumer, business to business and direct-to-
consumer markets. At Pollinate, Lauren’s responsibilities include
leading end-to-end, multi-channel media strategy and execution
for clients like CHEF’STORE, the Museum of Pop Culture, and Oregon
Lottery.
Lauren holds a Bachelor’s degree from the University of Oregon
(Journalism/Advertising).
Jordan Allison
PERFORMANCE MEDIA SPECIALIST
(SHE/HER)
RESPONSIBILITIES
MEDIA STRATEGY, OPTIMIZATIONS
Who / Company Information / Key Personnel
Pollinate X La Quinta9
Jordan Allison holds a Bachelor of Science in Business from the
University of Oregon, and is certified in Google Ads Search and
Google Ads Measurement. Drawing upon her 5 year career as a
Performance Media Specialist, Jordan extracts and interprets data
in order to effectively oversee paid search and social campaigns
for clients, regularly meeting or exceeding client and performance
goals. In addition, she develops, sets up, traffics asset, and
monitors paid media campaigns.
During her year and a half at Pollinate, Jordan has worked with
clients such as the Oregon Lottery, CHEF'STORE, and Museum of Pop
Culture.
Daisy Villaraldo
Tellez
DATA ANALYST
(SHE/HER)
RESPONSIBILITIES
DATA ANALYSIS, INSIGHTS
Who / Company Information / Key Personnel
Pollinate X La Quinta10
Daisy has 4.5 years of experience as a Data Analyst, and has been at
Pollinate for two years. During her time here, Daisy has worked on
initiatives to automate daily data reporting and create campaign
and executive dashboards for clients to access up-to-date data,
and uses her skills to extract data from platforms and/or
dashboards into various formats including final report materials.
Notable clients include Oregon Lottery, Danner, the Museum of Pop
Culture, New Seasons Market and CHEF’STORE.
Daisy holds a degree from the University of Oregon, and a Google
Data Analyst Certificate.
Levi Patterson
CO-FOUNDER & PARTNER
(HE/HIM)
RESPONSIBILITIES
CLIENT SERVICES, STRATEGY
Who / Company Information / Key Personnel
Pollinate X La Quinta11
Levi is responsible for identifying consumer and industry trends,
developing strategic plans for Pollinate clients and ensuring that all
interaction between agency and client is productive on every level.
Levi’s advertising and marketing experience spans over 20 years.
Prior to co-founding Pollinate with Ben Waldron in 2008, his career
includes stops in New York, Chicago and Los Angeles at respected
agencies such as McCann Erickson, TBWA/Chiat/Day and Razorfish.
He’s worked on major retail and consumer packaged goods
accounts such as Lowe’s Home Improvement, Mars Brands, LEGO
Systems, and Coors Brewing.
As marketing and advertising disciplines converge and evolve, Levi
is dedicated to keeping clients and Pollinate at the forefront of
their categories.
Levi holds a Bachelor’s degree from Oregon State University. Go
Beavs.
Kathleen Quinn
ACCOUNT DIRECTOR
(SHE/HER)
RESPONSIBILITIES
CLIENT SERVICES, STRATEGY,
ACCOUNTING & INVOICING
Who / Company Information / Key Personnel
Pollinate X La Quinta12
A self-styled “Brand Mechanic”, Kathleen thrives on understanding
all the moving parts of a brand, from everyday agency processes to
cutting-edge consumer trends, and using that knowledge to devise
and execute scalable solutions for client business needs. Aside
from ensuring seamless and energetic day-to-day communication,
Kathleen is constantly asking questions and analyzing opportunities
to propel brands forward in thoughtful and authentic ways.
Prior to joining Pollinate in 2018, Kathleen spent five years working at
R/West and Young & Rubicam in San Francisco, where she brought
her strategic point of view to both local and international clients
including Chevron, Texaco, Rogue Creamery, Trumer Pils Brewing and
FLIR Systems.
Kathleen graduated from the University of San Francisco where she
earned a Bachelor’s degree in Advertising
Casey Kromer
SR. PROJECT MANAGER
(SHE/HER)
RESPONSIBILITIES
PROJECT MANAGEMENT, RESOURCING
Who / Company Information / Key Personnel
Pollinate X La Quinta13
Casey Kromer has worked in project management for eight years,
and spent the last six years at Pollinate managing several projects
including media campaigns, creative concepts and production,
website and app development, UX/UI design, illustration and
animation, and video production. No matter the project, Casey
thrives on strategic thinking, clear communication, laser attention
to detail, and adaptability.
During her time at Pollinate, Casey has had the pleasure of working
with clients including, but not limited to: Oregon Lottery, The
Museum of Pop Culture, Mud Bay, First Tech Federal Credit Union,
Children’s Cancer Association, Yogi Tea, Choice Organics Tea, New
Seasons Market, Leatherman, Yellow Jacket, and Walmart.
Born and raised in Oregon, Casey grew up near Bend and developed
an early passion for organization and leadership, naturally leading
to her career in project management. She holds a Bachelor’s
Degree in Advertising from University of Oregon, and is currently
working towards PMP certification.
Laura Sutherland
CREATIVE DIRECTOR
(SHE/HER)
RESPONSIBILITIES
CREATIVE DIRECTION, CREATIVE
PRODUCTION, COPYWRITING
Who / Company Information / Key Personnel
Pollinate X La Quinta14
Laura comes to Pollinate with 20+ years of diverse experience in
creative strategy, writing, voice development and creative
direction, having developed local, national and global 360 marketing
campaigns for entertainment, tech, government, gaming, and
lifestyle brands.
A strategic, innovative storyteller, Laura started her career in
traditional print editorial, with stints at both Time Out New York and
Seventeen magazine. In 2004, she transitioned to the world of
writing advertising copy — and hasn’t looked back since.
Laura holds a BS degree in Broadcasting and Film from Boston
University.
Laura Wilusz
SR. DESIGNER
(SHE/HER)
RESPONSIBILITIES
CREATIVE CONCEPTING, DESIGN,
PRODUCTION
Who / Company Information / Key Personnel
Pollinate X La Quinta15
Laura Wilusz has spent over 13 years in the design world, originally
cutting her teeth at the Center for Entrepreneurship at her
university, then continuing on that path to start her own business
building brands that grew local start ups into sustained success
stories through long term creative partnership. She joined Pollinate
three and half years ago in order to make a greater impact as part
of a team.
Now at Pollinate, Laura (or LEW) is design lead on First Tech, the
Museum of Pop Culture, and Oregon Lottery. Previously, she’s also
worked with Chaco, Merrell, CAT Footwear, Steelcase, Haworth, and
Adventist Health.
Laura holds a BFA degree from Grand Valley State University in
Michigan.
Sarah Thompson
COPYWRITER
(SHE/HER)
RESPONSIBILITIES
CREATIVE CONCEPTING,
COPYWRITING, PRODUCTION
Who / Company Information / Key Personnel
Pollinate X La Quinta16
Sarah Thompson has been crafting copy that delights, entertains,
and educates for over six years, three of which have been at
Pollinate. In addition to making sure no copy goes out using the
wrong ‘its’, Sarah uses a collaborative and positive approach to
bring holistic campaigns to life, from concepting all the way to
production and launch. She’s experienced in delivering short- and
long-form video, radio, OOH, digital ads, social media posts, and
more.
While at Pollinate, Sarah has worked with clients such as, but not
limited to: Oregon Lottery, First Tech Federal Credit Union, the
Museum of Pop Culture, CHEF’STORE, and Mud Bay. She holds a BA in
English from University of California, Irvine.
Scott Correy
DEVELOPMENT DIRECTOR
(HE/HIM)
RESPONSIBILITIES
Development
Who / Company Information / Key Personnel
Pollinate X La Quinta17
Scott’s career in technology began with a few well-know startups in
the late 90’s and focusing on web development for marketing and
communications since 2006. He joined Pollinate in 2018, adding his
data-driven solutions and API integration skills to Pollinate.
With Scott’s past projects including award winning websites for
both small businesses and multi-national corporations, as well as
for non-profits and the public sector, he brings extensive
experience to the team.
Outside of work Scott is an accomplished long-distance
motorcyclist, travel enthusiast and was a professional musician in a
previous life.
Craig Schommer
USER EXPERIENCE ANALYST
RESPONSIBILITIES
UX & ANALYTICS
Who / Company Information / Key Personnel
Pollinate X La Quinta18
Craig’s UX career started at Intuit where he spent a year running
hundreds of usability interviews to improve web and software UI.
From there he moved on to Razorfish and spent the next eight
years leading user research, UI design and analytics for software,
mobile and web experiences. At Pollinate since 2009, Craig oversees
all analytics, research and user experience engagements.
He has deep experience with qualitative and quantitative methods
for creating, analyzing and optimizing design to meet user and
business goals. Craig is a pragmatic UX pro who values cross-
discipline collaboration and the positive results it can bring any
project.
Craig’s client experience includes Microsoft, Levi’s, Visa, Oregon
Lottery, adidas, and Under Armour.
Before earning a B.A. in Psychology from U.C. Santa Cruz, he traveled
the world competing as a professional cyclist and was a member of
the US Olympic Team at the 1988 Summer Games in Seoul.
YOUR AUDIENCE
19
Capabilities
Pollinate X La Quinta20
Fanaticism is a
connection at
the level of
identity.
Breaking through the marketing noise to reach consumers has
never been more difficult, or more important. It takes a deep
knowledge of an audience - who they are, what they care about,
where they spend their time - to show up purposefully and
effectively in their lives. And for your brand to become part of their
story.
Brand fanaticism takes a human-centered approach. What will it
take to move from a view, to a share? Or rather, from dreaming
about that vacation to booking a trip to La Quinta?
Capabilities
We believe that the best work is done in a collaborative process, with everyone
having a seat at the table. That means your entire Pollinate team is client-facing,
giving you access to the individuals who are actually working on your business.
While our team is chock-full of subject matter experts in their respective fields,
what sets us apart is this relationship-centric, full-service mindset. No effort
exists in a vacuum. To be successful, we partner with our clients to understand
the full consumer journey and identify where, when and how they can most
effectively show up within that journey - creating an experience that is both
seamless for our audience and built to perform.
ANALYTICS
STRATEGY
UI/UX
DEVELOPMENTACCOUNT
MEDIA
VIDEO
CREATIVEOur goal is to be a
seamless extension of
your internal team.
Pollinate X La Quinta
Consumer-Focused
We can see the forest, and the trees. Each solution we
use is cutting-edge — but designed to be even more
powerful when working together. Because when you
center the consumer, you realize that everything is
connected. And that’s how we show up effectively at
every step of their journey.
Data-Driven
Compelling storytelling, sound strategy and effective
media planning are all rooted in data. So analytics is at the
forefront of our planning process. Our capabilities for
measurement and data synthesis are strong — we’re
structured to test, learn and optimize across all variables.
Scalable
No matter the goal, our focus is on building campaigns to
responsibly and effectively scale. From determining the
right balance of spend by goal, to optimizing based on real-
time performance, we find solutions that work now, and in
the future.
21
Note: While Pollinate does not offer PR services in-house, we do partner with external agencies and can provide recommendations if selected.
Who / Capabilities / Media
Media
The right message, to the right audience, at the right time.
All media strategies are not created equal. Therefore, at
Pollinate, there's no such thing as a one-size-fits-all media plan.
Our in-house team of seasoned experts includes a Media
Director, two Media Supervisors, one Media Planner, a
Performance Media Specialist, and a Data Analyst. We work
cohesively to achieve goals through short- and long-range
strategic planning and through ongoing monitoring and
assessment of evolving media opportunities and platform
advancements.
There is no set it and forget it at Pollinate.
90% client
retention rate
since 2008
60+ combined
years of media
expertise
Extensive
experience
working with state
agencies
Pollinate X La Quinta22
Who / Capabilities / Media
Service
Market Analysi
Target Audience
Developmen
Media Plannin
Media Buyin
Ad Placement & Trackin
Analytics & Insight
Optimization
Reportin
Vendor Invoice & Campaign
Reconciliatio
Industry Trends & Thought
Leadership
application
Paid Searc
Google Ad
Paid Socia
Digital Displa
Programmati
Nativ
CTV/OL
Influencer
Streaming Audi
Broadcast TV/Cabl
Radi
Prin
OOH
SAMPLE Programs &
PROFICIENCIE
Strat
Looker Studi
Integral Ad Scienc
Google Tag Manage
Google Campaign
Manage
GA
Supermetric
LiveRam
Workamaji
Meta Ads Manage
Nielsen
Pollinate X La Quinta23
Who / Capabilities / Creative
Creative
We believe creativity is transformative.
At Pollinate, when in-depth strategy meets non-linear thinking
you get creative that can seize attention, change minds, and
maintain lasting value. Our multi-disciplinary creative
department is comprised of a combined 60 years of expertise in
creative endeavors including brand identity, advertising, social
media content and more. Our goal? To communicate your
brand’s solution in the most unexpected way, creating high-
impact campaigns and consistent, thoughtful design systems.
But as a rule, we’re media-agnostic. We bring the creative that
lives where your brand should be — and have an in-house
production team to bring it to life.
Service
Brand Identity & Developmen
Campaign Developmen
Messaging Strateg
Video Productio
Photography & Editin
Design System
Animation & Motion Graphic
Illustration & Letterin
Copywritin
Content Marketing Strategy &
Productio
Visual & Motion Identit
Sonic Branding
Pollinate X La Quinta24
Who / Capabilities / Development + UX
Development
Pollinate hosts one of the largest, most highly-retained technical
teams in the Pacific Northwest.
We pride ourselves in being one of the few agencies in Oregon who
offer a depth of digital technology services in-house: strategic
planning, robust business analytics evaluation and insights, UX
concept development, interactive design, front-end development,
back-end & database engineering, digital production, CRM and
loyalty, and mobile app development.
Why does it matter? Having these resources under the same roof
means streamlined communication, both internally and with our
clients. It also ensures the compliance, accuracy and timing of every
digital initiative – from mobile apps, touchscreen retail environments
and banner ads to robust websites and application experiences.
Regardless of the project, the Pollinate digital team goes beyond
forward thinking to forward acting.
90% client
retention rate
since 2008
75+ combined
years of web
expertise
Extensive
experience
working with state
agencies
Pollinate X La Quinta
Who / Capabilities / Development + UX
WEBSITE & MOBILE APP SERVICE
WordPress theme and plugin developmen
Static/headless solution experts for WordPress and Azure
cloud integratio
Hosting and Server management - including WPEngine,
Azure, and Pantheon
WordPress security and maintenanc
User management and Single Sign-on integratio
E-commerce and Shopify integration
iOS and Android app design and developmen
Custom backend and API development on Azure with .NE
Database architecture and data migratio
Airship notification integratio
Content migration
SAMPLE Programs &
PROFICIENCIE
WordPres
Azur
Akamai Identity Clou
Xamari
Zendes
Airshi
GL
WPEngin
Google Tag Manage
Jir
GA
Workamaji
Pantheo
WuFoo
Certification
Salesforce Certifie
Google Analytics 4
Certified
Google AdWords
Certified
Pollinate X La Quinta26
Who / Capabilities / Development + UX
UX/UI & ANALYTIC
Analytics Reviews and Auditin
Google Analytics + Tag Manager Set-Up and
Managemen
User Experience Testin
Wireframin
Accessibilit
Reporting and Optimization
Adobe Analytic
Power B
SQ
MR
Tableau
CREATIVE SERVICE
Web and Mobile UI Desig
SEO Copywritin
Accessible ADA Compliant Desig
Content Strategy
Advertising & Campaign Developmen
Brand Identity & Value Prop Developmen
In-House Video Productio
Copywritin
Animation & Motion Graphic
Illustration & Letterin
Photography & Editing
ACCOUNT + PROJECT MANAGEMEN
Project Sprint Managemen
Client + Internal Status Call
Timeline Fidelit
Strategic Leadership
Pollinate X La Quinta27
Discover
Strategize
Deliver
Listen
Respond
the process
28
Approach / Process
Discover
Strategize
Deliver
Listen
Respond
Developing smart, effective strategies begins with
At the start of each project, we spend time asking
questions, reviewing data, and doing market
research to have a comprehensive view of the
situation, its challenges, and where there are the
richest opportunities.
understanding every variable about your business.
Review and analyze existing data to derive insights
Review audience research, including demographics, behaviors,
interests and existing segmentation
Review tourism data, including seasonality, user journey mapping
and key offerings & activities
Review archives of creative executions and brand materials
Complete a competitive audit to analyze how other higher
comparable cities are messaging their tourism offerings.
What that means for La Quint
Pollinate X La Quinta29
Approach / Process
Discover
Deliver
Listen
Respond
Strategize
We leverage our discovery to develop a strategic
architecture,
and providing you with a clear
forward view. We align campaign details, from goals
and budget to audience segmentation and La
Quinta’s messaging strategy, with approaches that
consider the full consumer journey and how we can
most effectively show up at every step.
translating business goals to
marketing objectives
We analyze campaigns and marketing plans holistically, ensuring that
all elements of the funnel work together cohesively
Our strategies are firmly grounded in facts, data, and extensive
industry research, guaranteeing informed decision-making
We tailor our strategies to your core business objectives, aligning our
efforts with your vision for success
We utilize advanced audience segmentation techniques to ensure
your message reaches the right people at the right time, increasing
engagement and conversion rates.
What that means for La Quint
Pollinate X La Quinta30
Approach / Process
Discover
Strategize
Listen
Respond
Deliver
When it comes to delivering on the work, we’ve stress-
tested our processes to develop
.
flexible, but integrated,
timelines
Account & Project Managemen
Maintain transparency and accountability between teams
Proactively communicate if/when something may impact timelines, budget, etc.
Provide access to a real-time status document as well as review in status
meetings.
Media Planning & Buyin
Experienced in omni-channel planning, developing the most effective media mix
Established and extensive relationships with media vendors
Proactive searches for new partners to stay up to date on available offerings
Negotiate for best rates, packages and added value opportunities.
Creative Collaboratio
Ensure synergy between creative strategy and media placements by providing
detailed spec sheets, best practices, examples and insights from vendors.
Assist with the development of a creative rotation to outline creative swaps and
due dates.
What that means for La Quinta
Pollinate X La Quinta31
Approach / Process
Discover
Strategize
Deliver
Respond
Listen
There is no “set it and forget it” at Pollinate
Develop Measurement Action Plans for paid media campaigns. These plans
provide an outline of what we’re tracking, how we’re tracking it, and what the
key KPIs are to inform optimizations
Review analytics set up for website and consult on best practices to ensure
tracking and attribution are aligned across the board
Create feedback loops between all teams to keep everyone up to speed on
performance and actionable insights.
Provide 24/7 access to dashboards with aggregated data that is updated daily
Ongoing market and consumer research to identify any strategic opportunities
Executive-level data visualization roll-ups available in real time.
. We pride
ourselves on the strength of our measurement capabilities
and data synthesis; setting up best-in-class reporting
structures and keeping a pulse on performance.
What that means for La Quint
Pollinate X La Quinta32
Our tracking and
data analysis
goes deeper.
Utilize 1st/3rd party audience data for
effective audience reac
Independent verification of digital
impression
Brand safety and ad viewability monitorin
Tracking to monitor and measur
Customized client dashboar
Holistic reporting (analytics, insights,
future recommendations)
Approach / Process
Pollinate X La Quinta33
Media Dashboard Sample
Approach / Process
Pollinate X La Quinta34
Approach / Process
Discover
Strategize
Deliver
Listen
Discover
Strategize
Deliver
Listen
Respond
Respond
This is where feedback loops based on
ongoing performance, research and
conversation begin. We look at our results,
identify actionable insights, and collaborate to
evolve our campaign efforts in an ongoing
process — rinse, revise and repeat.
35
references &
case studies
36
C) References
A Digital Media Revolution
Pollinate has been a trusted partner of the Oregon Lottery for over a
decade. While our initial partnership included Creative and
Development Services, in 2019 we were named their Media Agency of
Record.
As a state-run organization, Lottery’s business goals include not just
sales commensurate with the public good, but also brand favorability.
Through research, we identified a key insight: favorability increased
based on the number of beneficiaries - the programs supported by
lottery dollars - known. However, prior to working with our team, the
Oregon Lottery’s media strategy focused on high impression
traditional placements; great for reaching a broad audience, but
lacking in the crucial targeting nuance and 1:1 conversation enabled
through a digital-focused approach.
We saw an important opportunity for the Oregon Lottery to completely
revolutionize the way they approached their media efforts. Through
strategic leadership and collaboration, we paved a new way forward -
contributing to Lottery’s position as one of the highest regarded,
most innovative lotteries in the nation.
Approac
Proposed a strategic media restructure that moved Lottery
efforts from a traditional-heavy approach to a full-funnel,
digital-forward strategy
Collaborated across agency and client departments to build
integrated measurement and tracking efforts
Deepened targeting capabilities, including audience
segmentation strategies, 3rd party data, device IDs, geo-
fencing, exclusion audiences for responsible gaming, etc.
Introduced and implemented industry best practices and
technologies, including brand safety parameters, viewability
validation, etc.
Outlined KPIs based on media placement and business
goals, including educating on industry benchmarks.
Continual testing and learning of new and emerging
placements.
Result
in Favorable Brand Perceptio
industry benchmark CTR
+12%
6x
Case Study / Oregon Lottery
37
Case Study / Oregon Lottery
Pollinate X La Quinta38
Brand Games OPGR
Oregonians 18+ or oregonians 21+
Geo-Targeting
BROADCAST T
BROADCAST RADI
OO
FACEBOOK/INSTAGRA
DIGITAL DISPLAY
BROADCAST T
BROADCAST RADI
OO
FACEBOOK/INSTAGRA
DIGITAL DISPLAY
BROADCAST T
BROADCAST RADI
FACEBOOK/INSTAGRAM
IMPRESSION
REAC
BRAND LIFT/AWARENESS
IMPRESSION
REACH
IMPRESSION
REACH
FREEWHEEL/STRATa - Nielsen TV - Nielsen Audio
campaign
audience
targeting
sample
tactics
kpiS
programs
Brand Games OPGR
Oregonians 18+ or oregonians 21+
Geo-Targeting
Audience Segmentation
Interest-Targeting
F irst-Part y Data D e v ice-I D Site R etargeting
BROADCAST T
BROADCAST RADI
CONNECTED T
ONLINE VIDE
NATIVE VIDE
DIGITAL AUDI
RICH MEDIA DISPLA
NATIVE DISPLA
MET
TIKTO
GOOGLE DISPLAY
BROADCAST T
BROADCAST RADI
DIGITAL AUDI
RICH MEDIA DISPLA
NATIVE DISPLA
MET
TIKTO
GOOGLE DISPLAY
BROADCAST T
BROADCAST RADI
ONLINE VIDE
DIGITAL AUDI
RICH MEDIA DISPLA
NATIVE DISPLA
MET
TIKTO
GOOGLE DISPLAY
IMPRESSIONS / REAC
BRAND LIFT/AWARENES
CTR & CP
CP
ENGAGEMEN
SITE SESSIONS
IMPRESSIONS / REAC
CONVERSION/CTR/CP
ENGAGEMEN
SITE SESSION
TIME ON SIT
PAGES PER SESSION
IMPRESSIONS / REAC
CONVERSIONS/CTR/CP
SITE SESSION
TIME ON SIT
CPA
FREEWHEEL/STRATA - NIELSEN TV (VIEWERSHIP DATA) - NIELSEN AUDIO (LISTENERSHIP
DATA) - LOOKER ST UD I O - S UPERME T R I C S - I N T EGR A L A D S C I ENCE S (IAS ) - GOOGLE
CA MPAI GN M A N AGER - GA 4 - COM S CORE T V (VIEWERSHIP DATA) - SI MMON S (MR I )
(QUALITATIVE RESEARCH)
P re-2019 2019 -N ow
64%63%
68%
76%76%77%
80%
65%
2016 2017 2018 2019 2020 2021 2022 2023
Our partnership with the Oregon
Lottery and reimagining of their
Media program led to an all-time
high favorability rating.
Case Study / Oregon Lottery
Pollinate X La Quinta39
POLLINATE SELECTED AS
MEDIA AGENCY OF RECORD
Pollinate has served as the Lottery’s digital agency
since 2012 and was selected after a very rigorous,
thorough evaluation of over 50+ marketing firms.
Over the last eight years, Oregon Lottery has
awarded creative and traditional campaign
development (2017) and full media buying and
reporting duties (2019). The Pollinate team does an
outstanding job of managing our regulated
business, while creating powerful messaging to our
several audience segments (consumers, retailers,
and government stakeholder). We have been
thoroughly impressed by this team, their attention
to detail, collaboration, performance and clear
communication across all our business and product
lines. The innovation and advancement they have
brought to our team this last year warranted us to
extend our agreement through 2026.
-Shad Barnes
SENIOR MARKETING MANAGER
References
Pollinate X La Quinta40
Reference 1
Client Firm Name:
Address:
Primary End User Contact Name:
Email:
Phone:
Types of Products Provided to Client:
Years of Continuous Service to Client:
The Oregon Lottery
500 Airport Rd. SE,
Salem, OR . 97301
Shad Barnes
Shad.Barnes@oregon.lottery.gov
(503) 798-752
Digital Marketin
Production Service
Wordpress Website Launch &
Maintenanc
Media Buying
2012-Current
Case Studies / Feast / Overview
Client
Feast was one of the premier food and wine festivals
in the United States, offering over 40 events over four
days and attracting a line up of all-star chefs and over
20k attendees each year.
Brief
Drive ticket sales with event branding, campaign
development, media deployment, and scale the site
for massive traffic influx on launch day.
Departments
Creative Media Dev
41
Creative Concept
With social activation at top of mind, we developed a system of vibrant, playful
illustrations and collage elements that serve as the visual anchor of this year’s
look and feel across all touchpoints, but most notably: Giphy stickers for
Instagram stories.
Event ID Branding
Unique to the Feast brand identity is a series of events that are rebranded and
updated yearly. Pollinate has always been at the center of creating these
identities — applying color treatments, font selections and a set of original icons
for each event, along with a brand guide for each event.
Case Studies / Feast / Details
42
2021
The Results
Sold out.
424%
10% increase
8%
2.4 million
6 years.
campaign ROI.
in
ticket sales YOY.
increase in time
on site YOY.
organic
views on Giphy.
The Reviews
“From year two to year eight of Feast, Pollinate was an integral
strategic partner that helped to manifest and grow the Feast
Portland brand and business. As a full-service agency, Pollinate is
a great mix of heart and head. Heart: By providing the creative
that we always felt represented our brand and programming, our
campaigns were consistently fresh, smart, cool and fun. And in
that process (and this is key with creative firms), we always felt
listened to. Head: In our campaigns, Pollinate delivered the
strategy and discipline that we needed to be successful in our
print, digital and partner campaigns. Most importantly to me as a
founder, Pollinate team members were personally vested and
cared about our success.”
Mike Thelin, founder of Feast Portland
Case Studies / Feast / Results
44
From year two to year eight of Feast, Pollinate was
an integral strategic partner that helped to
manifest and grow the Feast Portland brand and
business. As a full-service agency, Pollinate is a
great mix of heart and head. Heart: By providing the
creative that we always felt represented our brand
and programming, our campaigns were consistently
fresh, smart, cool and fun. And in that process (and
this is key with creative firms), we always felt
listened to. In our campaigns, Pollinate delivered the
strategy and discipline that we needed to be
successful in our print, digital and partner
campaigns. Most importantly to me as a founder,
Pollinate team members were personally vested
and cared about our success.
-Mike Thelin
CO-FOUNDER
References
Pollinate X La Quinta45
Bonus Reference*
Client Firm Name:
Address:
Primary End User Contact Name:
Email:
Phone:
Types of Products Provided to Client:
Feast Portland
N/A
Mike Thelin
mike.thelin@feastportlandpresents.com
(503) 957-012
Media Buyin
Creative Concepting & Productio
Wordpress Website Launch &
Maintenance
2013-2020*
*While this client is older than the 3-year
window requested, we wanted to include it as a
bonus due to its high relevancy.
Years of Continuous Service to Client:
the details
46
q
Project Details / Approach + Considerations
Pollinate X La Quinta47
Media Approach
MEDIA OBJECTIVE
Create awareness of La Quinta as a tourism destination
Support website traffic and deliver qualified key business
outcomes (as defined prior to campaign launch).
MEDIA STRATEGIE
Utilize a tiered approach for direct-flight market campaigns for effectiveness and budget efficiency
Identify priority, secondary, and tertiary geographic areas and audiences informed by demographic and lifestyle data
Leverage primary (historical data, surveys, first party data, etc) and secondary research (Simmons-MRI, Scarborough, ComScore, Nielsen, Google Analytics,
etc.) to inform future campaign strategies, target audiences, tactics, and placements.
Layer effective targeting strategically for most or all digital tactics, depending on finite business goals
Include focused campaign efforts in key direct-flight markets with lighter support in secondary and tertiary geographic areas
Build a media mix that supports awareness and audience engagement, while supporting key business outcomes
Leverage an influencer media partner (such as Influential or Open Influence) for scale, efficient and effective cost per thousand pricing, and best-practice
brand safety
Evaluate and identify opportunities for improved ad tracking, consumer UX, and automated data dashboard reporting, in collaboration with Pollinate UX and Web
Development departments
Collaborate with Pollinate Creative to create a test+learn+optimize approach to campaign imagery and copy before, during, and after campaign efforts are live.
Pollinate X La Quinta
Project Details / Approach + Considerations
48
Media Budget Overview
Media strategies, tactics mix and placements
subject to change upon review/confirmation of
identified/prioritized business goals, campaign
objectives, and finalized KPIs.
TIER 1RATEFEE TYPE NOTES
ACCOUNT SERVICES
RETAINER
This estimate outlines Pollinate compensation structures, rates, and ballpark estimates.
Pollinate uses a blended rate of $185 for all team members.
WEBSITE MANAGEMENT
RETAINER
MEDIA SERVICES
RETAINER
Includes agency time for: Status calls, maintaining project
trackers, client comms, internal task management, any
administrative needs
Includes agency time for website maintenance, bug fixes and
enhancements. Tasks will be estimated and confirmed with Client
before work commences.
Includes agency time for: Status calls (Media team), dashboard
maintenance, media partner POVs, ad hoc requests.
MONTHLY
FLAT FEE
MONTHLY
FLAT FEE
MONTHLY
FLAT FEE
27 hours
/month
20 hours
/month
14 hours
/month
$5,000/MONTH
($60,000/YEAR)
$3 ,700/MONTH
($44,400/YEAR)
$2,500/MONTH
($3 0,000/YEAR)
TIER 2
$5,000/MONTH
($60,000/YEAR)
$3 ,700/MONTH
($44,400/YEAR)
$2,500/MONTH
($3 0,000/YEAR)
TIER 3
$5,000/MONTH
($60,000/YEAR)
$3 ,700/MONTH
($44,400/YEAR)
$2,500/MONTH
($3 0,000/YEAR)
MEDIA PLANNIN G
+ BUYING
Net spend for the calendar year.NET MEDIA PASS -THROUGH $1 83 ,260 $2 9 7,160 $3 55,8 10
Represents fees for standard Media Services: Kickoff, planning,
vendor RFP, buying, trafficking, campaign management,
optimizations and reporting.
Includes PPC management.
COMMISSIO N
PERCENTAGE
15 % OF
NET SPEND $3 2,3 40 $52,440 $62,7 9 0
se rvices
Pollinate X La Quinta
Project Details / Rates + Estimate
4 9
Rate Card + Estimate
TIER 1RATEFEE TYPE NOTES
BRAND
ENHANCEMENTS
ECONOMIC DEVELOPMENT
MARKETING CAMPAIGN
Refine existing brand standards
Update brand style guide.
Creative marketing plan to attract and retain businesses
Produce flyers, brochures, booklets and social media content
including photography and video.
HOURLY
BUDGET
HOURLY
BUDGET
81 HOURS
162 HOURS
$15,000
$30,000
TIER 2
$15,000
$30,000
TIER 3
$15,000
$30,000
DIGITAL SERVICES
Concept and produce an engaging digital ad campaign
Produce all digital assets across social, progromatic, display and
traditional as dictacted by the media campaign
HOURLY
BUDGET
189 HOUR
297 HOURS $35,000 $45,000 $55,000
PHOTOGRAPHY
VIDEO SERVICES
Pollinate does not markup pass-through costs
Number of shoots increases with increase budget
Usage rights for marketing campaigns.
Videography + drone footage capturing the essenace of La Quinta
to be done during photoshoot to maximize budget
Number of shoots and Vlogs captured increase with tier
Usage rights for marketing campaigns.
HOURLY BUDGET
+ PASS-THROUGH
HOURLY BUDGET
+ PASS-THROUGH
TBD
TBD
$10,000
$50,000
$15,000
$75,000
$20,000
$125,000
ANNUAL GUIDE
Pollinate does not markup pass-through costs
Includes content development, production and distribution.
HOURLY BUDGET
+ PASS-THROUGH TBD $45,000 $45,000 $45,000
services
Pollinate X La Quinta
Project Details / Rates + Estimate
50
Rate Card + Estimate (continued)
TIER 1RATEFEE TYPE NOTES
ACTIVATIONS
PUBLIC RELATIONS
Activations are out of scope for Tier 1
*This estimate is based on historical partnerships, but may vary
depending on PR agency.
HOURLY BUDGET
+ PASS-THROUGH
MONTHLY
RETAINER TBD
TBD -
$2,500/month*
TIER 2
$20,000
$3,000/month*
TIER 3
$30,000
$3,500/month*
TOTAL AGENCY
TOTAL GROSS MEDIA
$349,400
$200,600
$415,400
$334,600
$496,400
$403,600
OVERALL TOTAL $550,000 $750,000 $900,000
services
Pollinate X La Quinta
Project Details / Rates + Estimate
51
Rate Card + Estimate (continued)
D. Disclosure of 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. If
there is nothing to disclose, Proposer must state such in writing.
None.
E. Description of Proposer's warranty/guarantee of work product.
Development Warranty
Upon launch of a deliverable, Pollinate maintains a 30-day bug fix warranty. This includes without limitation, cross-browser bugs,
issues with code deployments, etc. For Lottery, this also includes the Website static plugin. Bugs that occur on or after 31
calendar days following each launch and bugs related to 3rd party vendors, such as plugins, WordPress updates and outside
APIs, are then supported by monthly maintenance retainers. These retainers are typically flexible, allowing clients to utilize for
standard maintenance and bug fixes, but also allocate to projects when hours allow.
F. Subcontracting any portion(s) of the Scope of Services is allowed; however, Proposer shall provide details on the role of
any subcontractor that will be used.
PlusQA is a minority-owned and local Quality Assurance testing company based in Portland, OR and founded in 2008. They are
one of the premier testing companies with more than 100 employees all based in the United States. They have experience in
testing websites, mobile apps, data collection, e-commerce and more. Pollinate has partnered with PlusQA since early 2018 and
has worked with them directly on large scale website launches, mobile app cross-device testing along with regression testing
and device specific bug issues.
G. A statement that, if selected, a Proposer will provide the minimum insurance coverage and indemnification noted in
Attachment 1.
If selected, Pollinate agrees to provide the minimum insurance coverage noted in Attachment 1.
Pollinate X La Quinta
Project Details / Disclosures
52
Disclosures
Pollinate has the following contract terms & conditions for the La Quinta team’s consideration
For media buying services, Net 30 terms unless shorter terms needed to satisfy receipt of costs by
required campaign launch date
100% of Buy Authorization (BA) cost due prior to campaign launch. If alternate invoicing cadence/
installments are determined, 100% of the Agency Commission will be due with the first invoice
installment
Client is responsible to pay the Agency Fees agreed to within this Buy Authorization, regardless of
cancellations and/or reductions to the Buy Authorization. Cancellation/reduction of any media costs
included in this Buy Authorization are subject to vendor terms and conditions
Client and Pollinate agree to a 60 day cancellation of services to allow for wrap up of any on-going
media campaigns and agency services. Cancellation must be provided in writing and agreed upon by
both parties
Client will appoint a single, duly authorized representative to meet with the Pollinate Project Manager
and/or Account Executive for the resolution of all issues. In the case of multiple input parties, this
representative will provide a consolidated response to any creative presentation, deliverable, Change
Request or Decision Request
Client shall be solely responsible for conducting any legal review, clearance, investigation, research
or due diligence (collectively "Clearance") in connection with any slogans, taglines or trademarks
(collectively the "Materials"), provided to Client by Pollinate under this SOW (including, but not limited
to, conducting Clearance with respect to any rights of publicity or compliance with relevant laws,
regulations, and standards), unless the parties agree otherwise in writing.
Pollinate X La Quinta
Project Details / Terms & Conditions
53
Terms & Conditions
Thank you.
54
appendix
55
q
Diversity,
equity, and
inclusion.
DEI is at the forefront of our company culture,
client work, and commitment to community
betterment. Right now, that means continuing to
recruit and support diverse voices in our
organization. Our passionate and engaged crew
also brings in volunteer opportunities and
educational resources.
Appendix / DEI
In the community
Pollinate gives employees 8 hours of
volunteer time each year to nonprofits we
care about. Plus, Pollinate offers donation
matching dollar-for-dollar, so over the past
year, we’ve made donations to over 40
organizations.
Pro Bono
We’re also focused on uplifting marginalized
communities through donating our time
and skills with pro bono work. A few
organizations we’ve recently supported
include Call to Safety, El Programa, and
Adventures Without Limits.
56