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Zelan Consulting LLC SUBMITTED BY: SUBMITTED TO: Austin Zelan Zelan Consulting LLC 15325 SE 155th Pl, Unit Y4 Renton, WA, 98058-6323 (206) 922-9136 austin@westgatefund.com Marcie Graham Marketing Manager City of La Quinta 78495 Calle Tampico La Quinta, CA 92253 Cability Statement Company Snapshot Name: ZELAN CONSULTING LLC Point of Contact: Austin Zelan Physical Address: 15325 SE 155TH PL UNIT Y4, RENTON, WA, 98058- 6323, UNITED STATES UEI: NJTYMAGMK7T7 Email: austin@westgatefund.com Phone Number: 2069229136 NAICS CODES 541613 – Marketing Consulting Services 541810 – Advertising Agencies 541820 – P-ublic Relations Agencies 541830 – Media Buying Agencies 541840 – Media Representatives 541850 – Display Advertising 541860 – Direct Mail Advertising 541870 – Advertising Material Distribution Services 541910 – Marketing Research and Public Opinion Polling About Us ZELAN CONSULTING LLC is a minority-owned business founded with a commitment to delivering innovative, data -driven solutions across various industries. we specialize in marketing consulting services, serving both federal agencies and commercial clients. we pride ourselves on our ability to understand each client's unique challenges and develop customized strategies that drive measurable results. Our team combines expertise in branding, digital marketing, market analysis, and advertising to create effective marketing plans that align with organizational goals. Core Capabilities LLC specializes in providing comprehensive Marketing Consulting Services under NAICS Code 541613. We help federal agencies and businesses develop data-driven marketing strategies that enhance visibility, engage target audiences, and optimize market performance. Our core competencies include: Marketing Strategy Development Branding and Identity Consulting Market Research and Analysis Advertising Campaigns Digital Marketing Public Relations (PR) Consulting Content Marketing Why choose us? Tailored Solutions: We understand that every client faces unique challenges. Our team develops customized marketing strategies that align with your specific goals, ensuring measurable and impactful results. Data-Driven Approach: We leverage in-depth market research and analysis to create data -driven strategies that optimize your market performance and increase visibility across all channels. Expertise Across Industries: With experience in branding, digital marketing, advertising, and PR consulting, our diverse team brings expertise across both federal and comm Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response COVER LETTER AND AGENCY CONTACT INFORMATION 1.1 COVER LETTER February 24, 2025 Austin Zelan Zelan Consulting LLC 15325 SE 155th Pl, Unit Y4 Renton, WA, 98058-6323 (206) 922-9136 austin@westgatefund.com Marcie Graham Marketing Manager City of La Quinta 78495 Calle Tampico La Quinta, CA 92253 Subject: Proposal for Marketing, Branding, and Digital Marketing Services Ms. Graham, On behalf of Zelan Consulting LLC, I am pleased to submit our proposal for the La Quinta Marketing, Branding, Campaign Development & Digital Marketing Services initiative. Our firm specializes in marketing consulting with a strong track record of developing impactful brand identities and digital strategies that generate measurable results. We have worked across industries ranging from major technology companies like Microsoft and VMware to local businesses and municipalities, consistently creating campaigns that drive engagement and deliver tangible outcomes. With deep expertise in destination marketing, municipal branding, and data-driven digital strategies, we are uniquely positioned to elevate La Quinta’s visibility and economic growth. We have transformed underrecognized destinations into sought-after locations, helping businesses and communities expand their reach and build lasting connections. By applying the same proven strategies that increased a wellness center’s clientele by 150% through strategic storytelling, we will bring La Quinta’s identity to life in a way that resonates with residents, businesses, and visitors alike. Our approach integrates strategic brand positioning, cutting-edge digital execution, economic development initiatives, and community engagement strategies. Through data-driven insights, Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response X targeted advertising, and creative storytelling, we ensure that La Quinta’s brand connects with the right audiences, builds meaningful engagement, and fosters sustained brand loyalty. We are committed to delivering a comprehensive scope of services, including media buying, graphic design, brand enhancement, economic development, public relations, digital services, photography, videography, website management, event activations, and an annual guide. Every aspect of this initiative will be executed within the proposed budget and timeline, with services commencing on July 1, 2025. This proposal remains valid for ninety days from the date of submission. We look forward to the opportunity to collaborate with the City of La Quinta in strengthening its brand and expanding its economic reach. Please feel free to contact me at austin@westgatefund.com or (206) 922-9136 to discuss this proposal further. Sincerely, Austin Zelan Founder & CEO Zelan Consulting LLC Austin Zelan Founder and CEO of Zelan Consulting LLC Zelan Consulting LLC’s services will be managed from our Renton, Washington office, with on-site support available as needed in La Quinta, California. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Confidentiality Statement This document contains proprietary and confidential information belonging to Zelan Consulting LLC. It is provided exclusively for the use of the City of La Quinta in evaluating the proposal for Marketing, Branding, Campaign Development & Digital Marketing Services. The recipient agrees that the information contained within this document shall not be disclosed, copied, reproduced, or distributed, in whole or in part, without prior written consent from Zelan Consulting LLC. Unauthorized use of the contents herein may result in legal action. All materials, methodologies, strategies, pricing, and other business insights outlined in this proposal are the intellectual property of Zelan Consulting LLC and are shared solely for the purpose of evaluating the scope and feasibility of the proposed services. Any use beyond this intended purpose, including but not limited to competitive analysis, reproduction of services, or third-party distribution, is strictly prohibited. By reviewing this document, the recipient acknowledges and agrees to adhere to these confidentiality provisions. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response TABLE OF CONTENTS COVER LETTER AND AGENCY CONTACT INFORMATION ............................................. 3 1.1 COVER LETTER ......................................................................................................................... 3 TABLE OF CONTENTS ......................................................................................................................... 6 2.0 EXECUTIVE SUMMARY .............................................................................................................. 9 2.1.1 Understanding of the Requirements and Our Value Proposition ....................................... 9 2.1.2 The Benefits We Bring ....................................................................................................... 9 3.0 COMPANY BACKGROUND & EXPERIENCE ................................................................................ 10 3.1 KEY PERSONNEL EXPERIENCE ................................................................................................. 10 3.2 EXPERIENCE ............................................................................................................................ 11 3.3 REFERENCES FOR SIMILAR SERVICES ....................................................................................... 12 3.4 YEARS IN BUSINESS ................................................................................................................. 12 3.5 TAXPAYER IDENTIFICATION NUMBER ...................................................................................... 12 3.6 KEY PERSONNEL RESUMES ..................................................................................................... 12 3.7 AGENCY OWNERSHIP ............................................................................................................... 13 3.10 WARRANTY/GUARANTEE OF WORK PRODUCT .......................................................................... 13 3.11 SUBCONTRACTOR ROLES ......................................................................................................... 13 3.12 DIVISION OF RESPONSIBILITIES ................................................................................................ 13 3.13 MANAGEMENT APPROACH ...................................................................................................... 13 4.0 INSURANCE AND INDEMNIFICATION COMMITMENT .................................................................. 14 4.1 INSURANCE COVERAGE STATEMENT ....................................................................................... 14 4.2 COMPLIANCE WITH REQUIREMENTS ........................................................................................ 14 4.3 ATTACHMENT 1 ACKNOWLEDGMENT ...................................................................................... 14 5.0 PROPOSED WORK PLAN AND BUDGETS ................................................................................... 14 5.1 SCOPE OF WORK BREAKDOWN ................................................................................................ 14 5.1.1 Media Buying ................................................................................................................... 14 5.1.2 Graphic Design................................................................................................................. 15 5.1.3 Brand Enhancement ......................................................................................................... 15 5.1.4 Economic Development ................................................................................................... 15 5.1.5 Public Relations................................................................................................................ 15 5.1.6 Digital Services ................................................................................................................ 15 5.1.7 Photography Services ....................................................................................................... 15 5.1.8 Video Services ................................................................................................................. 15 5.1.9 Website Management ....................................................................................................... 15 5.1.10 Activations ....................................................................................................................... 15 5.1.11 Annual Guide to La Quinta .............................................................................................. 16 5.1.11.1 Three Budget Options ................................................................................................... 16 6.0 IMPLEMENTATION TIMELINE ................................................................................................... 16 7.0 TECHNICAL APPROACH AND METHODOLOGY ..................................................... 16 7.1 DISCOVERY AND RESEARCH PHASE ......................................................................................... 17 7.2 MEDIA BUYING & CAMPAIGN MANAGEMENT ....................................................... 17 Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 7.3 BRAND ENHANCEMENT AND DEVELOPMENT ....................................................... 17 7.4 GRAPHIC DESIGN SERVICES ........................................................................................ 18 7.5 DIGITAL SERVICES AND WEBSITE MANAGEMENT .............................................. 18 7.6 PHOTOGRAPHY AND VIDEO SERVICES .................................................................... 18 7.7 ACTIVATIONS AND COMMUNITY ENGAGEMENT ................................................. 19 8.0 ECONOMIC DEVELOPMENT MARKETING ............................................................... 19 8.2 PUBLIC RELATIONS AND COMMUNICATIONS ....................................................... 20 8.3 MEDIA RELATIONS & STORY DEVELOPMENT .......................................................................... 20 8.3.1 Crisis Communication Planning ....................................................................................... 20 8.3.2 Community Engagement Strategy ................................................................................... 20 8.4 ANNUAL GUIDE TO LA QUINTA ................................................................................... 21 8.5 WEBSITE MANAGEMENT AND OPTIMIZATION...................................................... 21 8.6 ACTIVATION AND EXPERIENTIAL MARKETING ................................................... 22 8.7 MONITORING AND REPORTING .................................................................................. 23 8.8 SUSTAINABILITY AND LONG-TERM IMPACT ......................................................... 23 8.8.1 Knowledge Transfer Program Comprehensive training and documentation to empower city staff: ....................................................................................................................................... 23 8.8.2 Future-Proofing Strategy Implementation of scalable systems that accommodate growth and changing needs: ...................................................................................................................... 23 8.9 VIDEOGRAPHY AND MULTIMEDIA PRODUCTION ................................................ 23 8.10 SOCIAL MEDIA STRATEGY AND MANAGEMENT ................................................... 24 8.11 CAMPAIGN MEASUREMENT AND OPTIMIZATION ................................................ 24 8.12 BRAND STANDARDS AND STYLE GUIDE DEVELOPMENT ................................... 25 8.13 DIGITAL ASSET MANAGEMENT AND ORGANIZATION ........................................ 25 8.14 WEBSITE CONTENT MANAGEMENT AND SEO ........................................................ 26 8.15 LOCAL SEARCH AND MAPS OPTIMIZATION ........................................................... 26 8.16 ECONOMIC DEVELOPMENT AND BUSINESS ATTRACTION ................................ 26 8.17 COMMUNITY ENGAGEMENT AND PUBLIC OUTREACH ...................................... 27 8.18 EVENT MARKETING AND PROMOTION .................................................................... 27 8.19 ACTIVATION AND EXPERIENTIAL MARKETING ................................................... 28 8.20 MEASUREMENT AND ANALYTICS IMPLEMENTATION ....................................... 28 8.20.1 Campaign Performance Analytics Development of custom analytics dashboards that track: ................................................................................................................................. 28 8.20.2 Community Impact Assessment Implementation of tools and methodologies to measure broader community impact: ............................................................................................. 29 8.21 CREATIVE SERVICES AND CONTENT DEVELOPMENT ........................................ 29 8.22 TECHNOLOGY INTEGRATION AND DIGITAL INFRASTRUCTURE .................... 29 8.23 REPORTING AND COMMUNICATION PROTOCOLS ............................................... 29 9.0 PRICING STRUCTURE AND BUDGET ALLOCATION .............................................. 30 Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 10.0 TEAM STRUCTURE AND PROJECT MANAGEMENT ............................................... 30 10.1 PROJECT LEADERSHIP .............................................................................................................. 30 10.2 CORE TEAM COMPOSITION ...................................................................................................... 30 10.3 SUPPORT TEAMS AND SPECIALIZATIONS .................................................................................. 31 11.0 QUALITY CONTROL AND PROJECT MANAGEMENT ............................................ 31 12.0 QUALITY ASSURANCE, RISK MANAGEMENT, AND REPORTING ................................................ 32 13.0 EXECUTION METHODOLOGY AND SERVICE DELIVERY .................................... 33 14.0 DIGITAL INFRASTRUCTURE & SERVICE IMPLEMENTATION ....................................................... 33 14.1 CAMPAIGN DEVELOPMENT & EXECUTION ............................................................................... 34 14.2 PERFORMANCE MEASUREMENT & OPTIMIZATION ................................................................... 34 14.3 SERVICE DELIVERY APPROACH ............................................................................................... 34 14.4 COMMUNITY ENGAGEMENT & STAKEHOLDER MANAGEMENT ................................................ 34 14.5 DIGITAL INFRASTRUCTURE & TECHNOLOGY INTEGRATION ..................................................... 35 14.6 CREATIVE DEVELOPMENT & BRAND EVOLUTION .................................................................... 35 14.7 MEASUREMENT & ANALYTICS IMPLEMENTATION ................................................................... 35 14.8 CONTENT CREATION & DISTRIBUTION .................................................................................... 35 14.9 EVENT PLANNING & ACTIVATION ........................................................................................... 35 14.10 WARRANTY & SERVICE GUARANTEES .............................................................................. 36 15.0 CONCLUSION & COMMITMENT ................................................................................................ 36 Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 2.0 EXECUTIVE SUMMARY The City of La Quinta seeks a strategic marketing partner to expand its brand reach, enhance digital engagement, and strengthen economic development initiatives. Zelan Consulting LLC proposes a comprehensive marketing strategy that captures and amplifies La Quinta’s distinct identity, positioning it as a premier destination for visitors, businesses, and investors. Our approach involves developing and refining La Quinta’s brand identity to ensure it resonates with modern audiences while maintaining its unique character. Through integrated marketing campaigns, we will leverage digital, print, and experiential marketing techniques to reach target audiences effectively. By utilizing data-driven insights, we will measure, optimize, and enhance campaign effectiveness, ensuring maximum return on investment. Furthermore, we will support economic development efforts by attracting new businesses, investments, and job opportunities through strategically crafted messaging and promotional materials. With a track record of executing high-impact branding and marketing campaigns for government and private sector clients, Zelan Consulting brings a wealth of expertise to this project. Our award-winning creative strategies ensure brand consistency and engagement, while our performance -driven approach optimizes outreach and conversion rates. Through our multi-faceted marketing approach, La Quinta will experience increased brand recognition, enhanced digital engagement, and improved community participation. 2.1.1 Understanding of the Requirements and Our Value Proposition The city of La Quinta seeks a partner to elevate its brand, drive tourism, and boost economic growth through cohesive, multi-channel marketing. This initiative goes beyond promotion—it’s about establishing La Quinta as a premier destination for visitors, residents, and businesses. Our strategy combines branding, digital engagement, and data-driven decision-making to create a compelling and consistent identity. Through market research, targeted campaigns, and interactive content, we will position La Quinta as a vibrant and thriving city. With expertise in municipal and tourism marketing, we deliver a scalable, high-impact strategy that includes brand refinement, strategic advertising, and performance analytics. Our experience in public- sector marketing ensures messaging that resonates with tourists, investors, and local businesses, reinforcing “La Quinta’s long-term vision. 2.1.2 The Benefits We Bring Zelan Consulting LLC offers innovative, data-driven marketing that enhances engagement, tourism, and economic investment. Our proven expertise in brand development, digital marketing, and performance- based strategies ensures optimized campaigns with real-time adjustments for maximum impact. With expertise in digital advertising, SEO, social media, and content creation, we keep La Quinta’s brand top-of-mind while reinforcing its unique identity. Our cross-platform marketing approach drives interaction, brand loyalty, and revenue growth for local businesses. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Through collaborative engagement with stakeholders, we create a unified message that strengthens La Quinta’s presence in regional and national markets. With our strategic, research-backed methods, we are the ideal partner to elevate La Quinta as a premier destination. 3.0 COMPANY BACKGROUND & EXPERIENCE Zelan Consulting LLC is a leading marketing agency specializing in branding, digital marketing, economic development marketing, and public engagement. We create tailored strategies that drive engagement, visibility, and brand equity for municipalities and tourism boards. With a proven track record in municipal and tourism marketing, our expert team ensures impactful and effective marketing solutions for La Quinta. Name Role Experience Relevant Projects Austin Zelan CEO 10+ Years Public Sector Marketing Catherine Valverde Creative Director 8 Years Destination Branding Elijah Prokopenko Digital Strategy Lead 7 Years Paid Media & SEO Jennifer Chandra Community Engagement Specialist 6 Years Public Relations 3.1 KEY PERSONNEL EXPERIENCE Zelan Consulting takes pride in its team of seasoned professionals, each bringing a wealth of experience and expertise in their respective fields. Our leadership team is comprised of industry veterans with proven success in digital marketing, brand development, strategic engagement, and community outreach. Their collective knowledge ensures that we deliver comprehensive marketing solutions that have measurable impact. Below is an overview of our key personnel and their qualifications. Name Role Experience Austin Zelan Project Director Founded Zelan Consulting and Westgate Fund; Former Business Strategist at Microsoft; Expertise in digital marketing and business development. Catherine Valverde Creative Director Achieved 150% growth in stakeholder engagement for community brands; Specializes in authentic brand development; Expert in visual identity and messaging strategy. Elijah Prokopenko Digital Strategy Lead Consistently achieves 20,000-40,000 views per content piece; 102% increase in engagement rates within first month; Expertise in cross-platform digital strategy. Jennifer Chandra Community Engagement Specialist Certified CP3 professional; Extensive experience in municipal projects; Structured approach to community input gathering. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 3.2 EXPERIENCE Zelan Consulting LLC has a proven track record of success across multiple industries through strategic marketing, branding, and digital engagement. Our data-driven approach optimizes customer engagement, streamlines marketing efforts, and delivers measurable business growth. • Microsoft: Developed a strategic partner marketing campaign to drive Azure adoption, achieving: o 40% year-over-year growth in Azure consumption o 60% increase in partner enablement participation o 25% improvement in deal closures o Implemented a scalable partner engagement framework that continues to drive sustained growth. • MetroPCS: Executed multi-faceted marketing for new store launches, resulting in: o 200+ attendees per grand opening event o 30% increase in initial sales compared to previous store openings. o Enhanced brand awareness in key markets through grassroots marketing and geo-targeted advertising • National Roofing Company: Optimized lead generation through AI-driven insights and predictive analytics, leading to: o 20% reduction in lead acquisition costs o 15% increase in conversion rates o 25% revenue growth within six months • Skincare Salon: Revitalized digital strategy, driving a 500% revenue increase through: o Targeted social media campaigns o Influencer partnerships o Strategic expansion, leading to a second location with 60% of bookings from returning customers. • VMware & Cloud Health Acquisition: Facilitated seamless internal marketing during the merger by: o Developing a structured communication framework o Ensuring marketing team integration and external readiness o Creating a scalable model for future mergers Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response • Virtual Assistant Company: Positioned as a premier provider for real estate professionals by: o Securing high-profile speaking engagements o Implementing a tailored social media strategy o Forming strategic industry partnerships, generating thousands of leads and significant revenue growth Zelan Consulting LLC consistently delivers high-impact marketing solutions that drive brand awareness, engagement, and revenue growth across industries. 3.3 REFERENCES FOR SIMILAR SERVICES At Zelan Consulting, we have successfully executed strategic marketing campaigns that enhance brand presence, increase engagement, and drive measurable business growth. Below is a summary of recent projects showcasing our expertise in branding, marketing, and digital strategy. Our ability to develop tailored marketing strategies ensures optimized brand perception and impactful results. With expertise in content creation, digital marketing, and strategic branding, we align every campaign with client goals to deliver long-term success. Client References: ▪ Liberty One Wellness Center – Diane Koshur | (206) 571-5652 ▪ Capital NW Construction – Ark Zagrebelny | (206) 396-4303. 3.4 YEARS IN BUSINESS Zelan Consulting LLC has been in operation since 2018, providing over six years of strategic marketing and branding ability. 3.5 TAXPAYER IDENTIFICATION NUMBER UEI: NJTYMAGMK7T7 | CAGE Code: 04T97 Tax Identification Number: 93-4168356. 3.6 KEY PERSONNEL RESUMES ➢ Austin Zelan, Founder and CEO: An entrepreneur with experience at Microsoft and Virtudesk, specializing in digital marketing, branding, and business development. ➢ Catherine Valverde, Creative Director: Expert in community branding, achieving 150% stakeholder engagement growth through authentic design. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response ➢ Elijah Prokopenko, Digital Strategy Lead: Drives digital campaigns with 20,000–40,000 views per content piece and 102% engagement increases. ➢ Jennifer Chandra, Community Engagement Specialist: Certified CP3 professional with municipal project experience, ensuring stakeholder inclusion. 3.7 AGENCY OWNERSHIP Zelan Consulting LLC is a minority-owned business, incorporated in Washington State in 2018, independently owned by Austin Zelan. 3.8 PARENT COMPANY Not applicable; Zelan Consulting LLC operates independently. 3.9 DISCLOSURE OF LEGAL OR CONTRACTUAL ISSUES Zelan Consulting LLC has no significant prior or ongoing contract failures, civil/criminal litigation, or investigations within the last five years to disclose. 3.10 WARRANTY/GUARANTEE OF WORK PRODUCT Zelan Consulting guarantees high-quality deliverables, offering revisions until City approval and ensuring performance metrics (e.g., engagement, ROI) meet agreed benchmarks. 3.11 SUBCONTRACTOR ROLES Zelan Consulting LLC will be solely responsible for executing the full scope of work outlined in this proposal. We do not intend to use subcontractors for any part of the project. Our internal team has the expertise, experience, and capacity to fulfill all project requirements, from branding development and digital marketing execution to public relations and content creation. By maintaining full control over project implementation, we can ensure seamless coordination, consistency in messaging, and adherence to quality standards. 3.12 DIVISION OF RESPONSIBILITIES Since Zelan Consulting LLC will be the sole service provider for this project, all responsibilities will be managed in-house. Our team will handle strategy development, creative execution, content creation, campaign management, public engagement, analytics, and reporting. This approach allows us to streamline workflows, maintain project accountability, and ensure that deliverables meet the high expectations of the City of La Quinta. We will also assign dedicated team members to specific project functions to facilitate efficient collaboration and project oversight. 3.13 MANAGEMENT APPROACH Our management approach focuses on direct client interaction, agility, and strategic oversight. Our project manager will serve as the primary point of contact, ensuring that all activities align with the City’s objectives and timelines. We will conduct regular progress meetings, provide real-time updates, and Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response maintain open communication channels to address any questions or concerns. This direct approach enhances efficiency, minimizes potential delays, and ensures that the City of La Quinta receives the highest level of service. 4.0 INSURANCE AND INDEMNIFICATION COMMITMENT If selected, Zelan Consulting will provide minimum insurance coverage (general liability, automobile, errors and omissions) and indemnification per Attachment 1 of the RFP. 4.1 INSURANCE COVERAGE STATEMENT Zelan Consulting LLC maintains comprehensive insurance coverage that meets or exceeds the requirements outlined in the City of La Quinta’s RFP. Our policies include general liability insurance, professional liability insurance, and worker compensation coverage. We are fully insured to mitigate any potential risks associated with our marketing and branding services, ensuring protection for both our team and our clients. We will provide proof of insurance and certificates of coverage upon request. 4.2 COMPLIANCE WITH REQUIREMENTS As a responsible and compliant service provider, Zelan Consulting LLC adheres to all federal, state, and local regulations applicable to this engagement. We fully comply with the City of La Quinta’s contractual requirements, including ethical business practices, data protection guidelines, and nondiscrimination policies. Our team ensures that all marketing initiatives are in alignment with legal advertising and communications standards, protecting the integrity of the City’s brand and reputation. 4.3 ATTACHMENT 1 ACKNOWLEDGMENT Zelan Consulting LLC acknowledges and accepts all terms and conditions outlined in Attachment 1 of the RFP. We confirm that we have reviewed and understand the compliance requirements and contractual obligations associated with this engagement. By adhering to these terms, we ensure a transparent and mutually beneficial partnership with the City of La Quinta. 5.0 PROPOSED WORK PLAN AND BUDGETS Zelan Consulting proposes a modern, innovative campaign to position La Quinta as a premier destination, blending creative excellence with market expertise. Our approach integrates community insights, high- quality multimedia, and data-driven strategies to enhance brand visibility, attract businesses, and engage residents and visitors. 5.1 SCOPE OF WORK BREAKDOWN 5.1.1 Media Buying Develop a diversified media plan across traditional (TV, radio) and digital (Google Ads, Meta, LinkedIn) channels, targeting residents, tourists, and businesses in Riverside County and beyond. Monitor and optimize campaigns with monthly performance reports. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 5.1.2 Graphic Design Create visually appealing designs for events, amenities, and brand assets, adhering to La Quinta’s premium standards and inspiring exploration. 5.1.3 Brand Enhancement Collaborate with City staff to refine brand elements (color palettes, taglines like “La Quinta: Desert Living Elevated,” mission statements) and deliver a bi-annual toolkit. 5.1.4 Economic Development Launch a campaign with brochures, social media, and videos to attract businesses, highlighting La Quinta’s demographics and lifestyle benefits. 5.1.5 Public Relations Produce press releases, blogs, and media outreach to engage local/national audiences, tied to community events like festivals. 5.1.6 Digital Services Execute digital ad campaigns (Google Ads, TikTok), optimize SEO/PPC, and provide monthly performance reports with impressions, clicks, and conversions. 5.1.7 Photography Services Deliver high-quality images of people, culture, food, businesses, and events, including drone photography of desert landscapes and facilities. 5.1.8 Video Services Produce videos and vlogs showcasing La Quinta’s lifestyle, with drone footage and distribution across YouTube, social media, and the city website. 5.1.9 Website Management Update the tourism website with event calendars, media libraries, and user-friendly pages, leveraging HTML expertise. 5.1.10 Activations Offer VR tours of hiking trails, taste tests of local cuisine at festivals, and craft demonstrations to create memorable experiences. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 5.1.11 Annual Guide to La Quinta Develop a print and digital guide with attractions, dining, and interactive maps, distributed via partnerships and online platforms. 5.1.11.1 Three Budget Options A.1 $550,000 ANNUAL WORK PLAN • Media Buying: $150,000 (TV, digital ads) • Graphic Design/Brand: $75,000 • Digital/Website: $100,000 • Photography/Video: $75,000 • PR/Economic/Activations/Guide: $100,000 • Agency Fees: $50,000 • Focus: Core branding and digital presence with limited activations. B.2 $600,000 ANNUAL WORK PLAN • Media Buying: $160,000 (expanded reach) • Graphic Design/Brand: $85,000 • Digital/Website: $120,000 • Photography/Video: $110,000 (more drone content) • PR/Economic/Activations/Guide: $75,000 • Agency Fees: $50,000 • Focus: Enhanced multimedia and regional PR. C.3 $900,000 ANNUAL WORK PLAN • Media Buying: $250,000 (national reach) • Graphic Design/Brand: $125,000 • Digital/Website: $175,000 • Photography/Video: $150,000 (extensive campaigns) • PR/Economic/Activations/Guide: $150,000 • Agency Fees: $50,000 • Focus: Premium, comprehensive campaign with robust activations. 6.0 IMPLEMENTATION TIMELINE • July 1, 2025: Project kickoff with discovery phase. • August–September 2025: Brand development and initial campaigns. • October 2025–June 2026: Full rollout across all channels, with bi-annual toolkit updates. 7.0 TECHNICAL APPROACH AND METHODOLOGY Our approach to La Quinta's marketing and branding initiative is rooted in a deep understanding of the city's unique character as a premier destination within the Coachella Valley. With 41,000 year-round residents and a seasonal population swelling to 57,000, La Quinta presents distinct opportunities and challenges that Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response require a sophisticated marketing strategy. Our methodology encompasses comprehensive research, strategic development, and measured implementation to ensure lasting impact and sustainable results. 7.1 DISCOVERY AND RESEARCH PHASE During the initial phase, we will conduct extensive stakeholder engagement through focus groups, surveys, and one-on-one interviews with key community members. This process will capture insights from permanent residents, seasonal visitors, business owners, and municipal staff to ensure a complete understanding of La Quinta's identity and aspirations. Our research will specifically examine the city's position as a HEAL (Healthy Eating Active Living) community, analyzing how this designation can be leveraged to enhance the city's appeal to health-conscious residents and visitors. 7.2 MEDIA BUYING & CAMPAIGN MANAGEMENT Our media buying strategy for La Quinta combines traditional and digital channels with a data-driven, performance-focused approach. Leveraging multi-channel expertise, we ensure at least 60% of budgets directly support ad performance while maintaining strict cost controls. We begin with audience segmentation and behavioral analysis to target the right platforms at the right time. Advanced analytics track performance in real time, allowing for dynamic and optimization. Our direct relationships with major media platforms enable us to secure premium placements at competitive rates. Continuous campaign monitoring measures engagement, conversions, and ROI, with detailed reporting to refine strategy and maximize impact. 7.3 BRAND ENHANCEMENT AND DEVELOPMENT Our brand development methodology centers on collaborative refinement of La Quinta's existing brand standards while introducing fresh elements that enhance appeal and recognition. Working closely with city staff, we implement a systematic approach to brand evolution that includes: 7.3.1 Color Palette Development: Creating comprehensive primary and secondary color schemes that reflect La Quinta's natural environment and sophisticated character while ensuring practical application across all media types. Each color selection undergoes rigorous testing for accessibility and reproducibility. 7.3.2 Tagline Creation: Developing memorable, authentic taglines through a research-driven process that incorporates community input and strategic positioning goals. Multiple options undergo testing with target audiences to ensure resonance and effectiveness. 7.3.3 Mission Statement Refinement: Crafting clear, compelling mission statements that articulate La Quinta's values and aspirations while maintaining approachability and authenticity. This process includes stakeholder workshops and iterative refinement based on feedback. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response The resulting brand toolkit updated bi-annually, provides comprehensive guidelines for consistent application across all platforms and cases. This living document evolves with the city's needs while maintaining core brand integrity. 7.4 GRAPHIC DESIGN SERVICES Our graphic design approach prioritizes innovation, engagement, and brand consistency. Every project begins with in-depth research into audience preferences and behavioral patterns, ensuring that visuals not only capture attention but also drive action. We follow a structured process, including multiple concept iterations, stakeholder reviews, and refinement phases, using advanced design tools to produce visually compelling assets for both print and digital platforms. Accessibility testing ensures compliance with industry standards and enhances usability across all audiences. Our team maintains a meticulous version control system and organized asset libraries, enabling seamless updates while preserving brand consistency. Regular design audits uphold quality, reinforce brand identity, and uncover new opportunities for creative innovation. . 7.5 DIGITAL SERVICES AND WEBSITE MANAGEMENT Drawing from our proven success in digital engagement, where we've consistently achieved 20,000-40,000 views per content piece, our digital services approach combines strategic content development with technical optimization. Our plan for La Quinta's digital presence leverages Elijah Prokopenko's expertise in creating engaging online experiences that drive measurable results. 7.5.1 Content Management and Development: We implement a structured content calendar that aligns with La Quinta's event schedule and seasonal patterns. Our content management system includes real-time event calendar updates, dynamic media library organization, and streamlined approval workflows. Based on our experience achieving 102% increases in engagement rates, we develop content that showcases La Quinta's unique offerings while maintaining consistent brand voice and messaging. 7.5.2 Website Performance Optimization: Our technical approach to website management includes regular performance audits, security updates, and user experience improvements. Drawing from our HTML expertise, we implement responsive design principles that ensure optimal viewing across all devices. Regular analytics reviews inform data-driven decisions about content placement and user journey optimization. 7.6 PHOTOGRAPHY AND VIDEO SERVICES Our multimedia production strategy, which has proven successful in previous projects with engagement rates exceeding 102%, combines planned signature content with opportunistic capture of authentic moments. Our technical approach includes: Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 7.6.1 High-Quality Image Production: We utilize professional-grade equipment and advanced post-processing techniques to capture La Quinta's essence across six key categories: • People and Community Life: Creating authentic representations of resident experiences. • Art & Culture: Documenting local artistic expressions and cultural events. • Food & Beverage: Showcasing culinary experiences with expert lighting and composition. • Business Profiles: Professional documentation of local enterprises • Facilities and Infrastructure: Architectural and environmental photography • Events and Activities: Dynamic capture of community gatherings Drone Photography and Videography Our FAA-certified drone operators capture stunning aerial perspectives of La Quinta's landscape, golf courses, and urban development. This service, which has proven particularly effective in real estate and tourism marketing, provides unique views that highlight the city's natural beauty and planned development. 7.7 ACTIVATIONS AND COMMUNITY ENGAGEMENT Based on our experience driving 200+ attendees to launch events and achieving 500% growth in engagement metrics, our activation strategy creates immersive experiences that connect residents and visitors with La Quinta's brand. Our technical approach includes: 7.7.1 Virtual Reality (VR) Experiences: Development of interactive VR tours showcasing La Quinta's attractions, golf courses, and natural landscapes. These experiences can be accessed through web browsers or VR headsets at community events and visitor centers. 7.7.2 Interactive Installations: Creation of physical and digital installations that encourage community participation and social media sharing. Previous implementations have generated significant organic content sharing and community engagement. 8.0 ECONOMIC DEVELOPMENT MARKETING Drawing from our success in driving business growth across various sectors, our economic development marketing strategy focuses on attracting and retaining quality employees while enhancing La Quinta's visibility among site selection consultants and business leaders. We’ll craft a campaign that mirrors our 40% growth success with Microsoft Azure, targeting site selectors with data-rich materials showcasing La Quinta’s $77,359 average household income and HEAL lifestyle. 8.1.1 Marketing Material Development: Our approach includes creating comprehensive digital and print materials that effectively communicate La Quinta's competitive advantages. This includes the development of: ✓ Professional brochures highlighting key demographic and market data. ✓ Interactive digital presentations for site selection consultants Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response ✓ Custom video content showcasing business success stories. ✓ Social media campaigns targeting business decision-makers. 8.1.2 Business Recruitment Strategy: Implementing targeted campaigns that have previously achieved 40% year-over-year growth in business engagement. Our approach includes: ✓ Data-driven market analysis to identify high-potential business sectors. ✓ Development of sector-specific value propositions ✓ Creation of targeted outreach campaigns ✓ Implementation of lead tracking and nurturing systems 8.2 PUBLIC RELATIONS AND COMMUNICATIONS Building on our expertise in managing high-impact communication campaigns, including VMware’s Cloud Health acquisition, our public relations strategy for La Quinta is centered on proactive storytelling and strategic media engagement. Our approach consistently delivers measurable results in enhancing community engagement and securing positive media coverage. 8.3 MEDIA RELATIONS & STORY DEVELOPMENT We craft compelling narratives that showcase La Quinta’s distinctive qualities and community success stories. Through established relationships with key media outlets, we ensure regular communication and strategic story pitches. Our proven process includes: • Developing a comprehensive media database. • Crafting targeted press releases that capture media interest. • Organizing media events to generate meaningful coverage and engagement. 8.3.1 Crisis Communication Planning Leveraging our experience in managing sensitive corporate transitions, we implement robust crisis communication protocols to ensure preparedness. This includes: • Establishing clear communication chains for rapid response. • Developing pre-approved response templates for consistency and efficiency. • Conducting regular crisis simulation exercises to refine strategies and readiness. 8.3.2 Community Engagement Strategy Guided by Jennifer Chandra’s expertise as a certified CP3 professional, our approach fosters meaningful dialogue between the city and its stakeholders. Key initiatives include: • Stakeholder Mapping & Analysis – Identifying key community groups, understanding their priorities, and tailoring engagement strategies accordingly. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response • Two-Way Communication Channels – Creating multiple platforms for open dialogue, including digital surveys, community forums, and interactive social media engagement. Through this comprehensive strategy, we position La Quinta for sustained positive visibility, stronger community connections, and effective crisis management. 8.4 ANNUAL GUIDE TO LA QUINTA Our approach to developing the annual tourism guide leverages our experience in creating compelling content that drives engagement and conversion. The development process includes: 8.4.1 Content Development Strategy: Comprehensive research and content gathering to showcase La Quinta's attractions, events, and amenities. Our team coordinates with local businesses, cultural organizations, and community leaders to ensure accurate and engaging content. Previous implementations of similar guides have achieved 60% repeat engagement rates. 8.4.2 Design and Production Excellence: Building on Catherine Valverde's expertise in creating authentic community brands, our design approach ensures visual appeal while maintaining practical usability. The guide incorporates: ✓ Professional photography and illustrations ✓ Clear, intuitive navigation ✓ Engaging infographics and maps ✓ QR codes linking to digital content. 8.4.3 Digital Integration: Our digital version of the guide includes interactive features that enhance user experience: ✓ Virtual tours of key attractions ✓ Interactive maps with GPS integration ✓ Real-time event calendar updates ✓ Direct booking facilities for local businesses 8.5 WEBSITE MANAGEMENT AND OPTIMIZATION Our website management strategy builds on our successful track record of increasing digital engagement by 102% within the first month of implementation. Key components include: Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 8.5.1 Content Management System (CMS) Optimization: Implementation of robust CMS protocols that enable efficient updates while maintaining security and performance. Our team ensures regular updates to: • Event calendars • Media libraries • Service information • Community news 8.5.2 User Experience Enhancement: Continuous improvement of website functionality through: • Regular user behavior analysis • Heat mapping studies. • A/B testing of key elements. • Mobile responsiveness optimization 8.6 ACTIVATION AND EXPERIENTIAL MARKETING Building upon our demonstrated success in driving 200+ attendees to store launch events and achieving measurable engagement metrics, our activation strategy for La Quinta creates immersive experiences that forge lasting connections with residents and visitors. Our approach transcends traditional marketing by creating memorable, shareable moments that amplify the city's brand. 8.6.1 Virtual Reality (VR) Destination Tours: Our immersive VR experiences showcase La Quinta's premier destinations, including golf courses, hiking trails, and cultural attractions. This technology, which has proven highly effective in our previous campaigns, allows potential visitors to experience La Quinta's offerings firsthand. The VR platform includes: ✓ Interactive Property Tours: Potential residents and businesses can explore available properties and developments virtually, streamlining the decision-making process. ✓ Golf Course Previews: Virtual walkthroughs of La Quinta's 25 golf courses, allowing players to preview holes and plan their games. ✓ Trail Experiences: Virtual hiking experiences that showcase La Quinta's seven biking and hiking trails, complete with difficulty ratings and points of interest. ✓ Pop-Up Brand Experiences: Drawing from our success with MetroPCS store launches, where we achieved 30% higher initial engagement rates, our pop-up experiences bring La Quinta's brand to life in high-traffic locations. These installations include: ✓ Mobile Welcome Center: A traveling brand experience that visits regional events and trade shows, featuring interactive displays and promotional materials. ✓ Seasonal Photo Installations: Instagram-worthy installations that change with the seasons, encouraging social sharing and organic brand promotion. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 8.7 MONITORING AND REPORTING Our comprehensive monitoring and reporting system, which helped drive a 500% revenue increase for previous clients, provides transparent insights into campaign performance and ROI. The reporting framework includes: Real-Time Performance Dashboard Custom-built analytics platform providing instant access to key metrics: ▪ Social media engagement rates ▪ Website traffic and behavior patterns ▪ Campaign conversion metrics. ▪ Economic development indicators Monthly Performance Reviews Detailed analysis sessions with city staff covering: ▪ Campaign performance against KPIs. ▪ Budget utilization and optimization recommendations ▪ Upcoming campaign adjustments ▪ Competitive landscape analysis 8.8 SUSTAINABILITY AND LONG-TERM IMPACT Our approach ensures lasting impact beyond the initial campaign period. Based on our experience achieving 40% year-over-year growth in previous projects, we implement systems for sustainable brand management: 8.8.1 Knowledge Transfer Program Comprehensive training and documentation to empower city staff: ▪ Brand guidelines and usage workshops ▪ Content creation best practices ▪ Social media management protocols ▪ Crisis communication procedures 8.8.2 Future-Proofing Strategy Implementation of scalable systems that accommodate growth and changing needs: ▪ Modular design systems ▪ Expandable content frameworks ▪ Adaptable digital infrastructure ▪ Flexible campaign templates 8.9 VIDEOGRAPHY AND MULTIMEDIA PRODUCTION Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Our video production strategy, which consistently generated 20,000-40,000 views per content piece under Elijah Prokopenko's leadership, delivers compelling visual narratives that showcase La Quinta's unique character. Our comprehensive approach includes: 8.9.1 High-Quality Video Content Production: Our professional video production team creates diverse content formats tailored to specific platforms and objectives. Production capabilities include cinematography that captures La Quinta's natural beauty, community spirit, and lifestyle advantages. We produce content across multiple categories: ✓ Community Storytelling Series: Documentary-style pieces featuring local residents, business owners, and community leaders sharing authentic experiences of life in La Quinta. These human- interest stories create emotional connections with viewers while highlighting the city's unique offerings and opportunities. ✓ Destination Marketing: Content Professional footage showcasing La Quinta's premier attractions, including golf courses, hiking trails, and cultural venues. Our drone videography capabilities provide stunning aerial perspectives that highlight the city's dramatic desert landscape and thoughtful urban planning. ✓ Event Coverage: Dynamic capture of community events, festivals, and activities that demonstrate La Quinta's vibrant social scene. Our team employs multiple camera setups and live editing capabilities to produce both real-time content and polished post-event features. 8.10 SOCIAL MEDIA STRATEGY AND MANAGEMENT Building on our proven track record of increasing engagement rates of 102% within the first month, our social media strategy creates meaningful connections across multiple platforms: 8.10.1 Platform-Specific Content Strategy: Each social channel receives specially crafted content that maximizes platform-specific engagement opportunities: ✓ Instagram: Visual storytelling emphasizing La Quinta's aesthetic appeal through professional photography and short-form video content. Our approach has previously generated 60% repeat engagement rates. ✓ Facebook: Community-focused content highlighting local events, business spotlights, and resident achievements. Content scheduling aligns with peak user activity periods for maximum visibility. ✓ LinkedIn: Professional content targeting business development and economic growth opportunities. Our previous campaigns have achieved 40% year-over-year growth in business engagement. ✓ X (Twitter): Real-time updates and community engagement, including live event coverage and important announcements. This platform serves as a key channel for immediate communication with residents and visitors. 8.11 CAMPAIGN MEASUREMENT AND OPTIMIZATION Our data-driven approach to campaign optimization, which helped achieve a 25% improvement in conversion rates for previous clients, includes: Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 8.11.1 Advanced Analytics: Implementation of Comprehensive tracking systems measuring: • Cross-platform engagement metrics • Conversion tracking across all campaigns • Geographic and demographic response patterns • ROI analysis for paid media investments 8.11.2 Performance Optimization: Protocol Regular analysis and adjustment of campaign elements: • Weekly performance reviews • Monthly strategy adjustments • Quarterly comprehensive assessments • Annual performance audits and planning 8.12 BRAND STANDARDS AND STYLE GUIDE DEVELOPMENT Drawing from Catherine Valverde's success in achieving 150% growth in stakeholder engagement through cohesive brand development, our approach to creating La Quinta's brand standards ensures consistency while allowing for creative application across all channels: 8.12.1 Comprehensive Brand Guidelines: Our brand standards development process creates a living document that evolves with the city's needs while maintaining core identity elements. The guide includes: ✓ Visual Identity System: Detailed specifications for all brand elements, including primary and secondary logos, color variations, and usage parameters. Our system accounts for both digital and print applications, ensuring consistent reproduction across all mediums. Previous implementations have resulted in 90% improvement in brand consistency across departments. ✓ Typography and Color Standards: Professional font selection and color palette development that reflects La Quinta's sophisticated desert aesthetic while ensuring accessibility and reproducibility. Each element undergoes rigorous testing across multiple platforms and print processes. 8.13 DIGITAL ASSET MANAGEMENT AND ORGANIZATION Our digital asset management system, built on experience managing large-scale corporate transitions like VMware's Cloud Health acquisition, provides: 8.13.1 Centralized Asset Library: A comprehensive digital repository organizing all brand assets, photography, video content, and marketing materials. The system features: • Intuitive categorization and tagging • Version control and usage tracking Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response • Rights management and expiration dates • Quick-access collections for frequently used assets 8.13.2 Digital Rights Management: Sophisticated tracking of usage rights and permissions for all visual assets, protecting both the city and content creators while ensuring proper attribution and compliance. 8.14 WEBSITE CONTENT MANAGEMENT AND SEO Our website optimization strategy, which has delivered 102% increases in engagement rates, focuses on both technical performance and content quality: Technical SEO Implementation Comprehensive search engine optimization incorporating: • Schema markup for enhanced search visibility • Mobile-first optimization • Page speed improvements • XML sitemap management Content Strategy Development of engaging, SEO-optimized content that serves both user needs and search engine requirements: • Regular content audits and updates • Keyword research and implementation • Meta description optimization • Internal linking strategy 8.15 LOCAL SEARCH AND MAPS OPTIMIZATION Our local SEO strategy ensures La Quinta's digital presence accurately reflects its physical location and attractions: • Google Business Profile optimization • Local citation building and management. • Review management strategy. • Location-based content development 8.16 ECONOMIC DEVELOPMENT AND BUSINESS ATTRACTION Drawing from our experience in driving multi-million-dollar revenue growth for clients, our economic development marketing approach combines sophisticated data analysis with compelling storytelling: Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 8.16.1 Business Recruitment Marketing: Our comprehensive strategy for attracting new businesses to La Quinta incorporates multiple touchpoints and targeted messaging. Based on our success in achieving 40% year-over-year growth in partner engagement, we develop: Market Analysis and Targeting In-depth research and analysis of regional economic trends, identifying key growth sectors and potential business targets. Our approach includes: • Competitive market analysis • Industry sector targeting • Demographic profiling • Economic impact forecasting The resulting insights inform targeted marketing campaigns that have previously generated thousands of qualified leaders for similar initiatives. Investor Relations Materials Professional development of comprehensive materials that showcase La Quinta's business advantages: • Investment prospectus development • Site selection packages • Economic data visualization • Industry-specific case studies 8.17 COMMUNITY ENGAGEMENT AND PUBLIC OUTREACH At Zelan Consulting, we prioritize meaningful community engagement to ensure La Quinta’s branding and marketing efforts reflect the voices of its residents, businesses, and visitors. Led by Certified CP3 Professional Jennifer Chandra, our strategy fosters open dialogue through transparent and accessible channels. Our Stakeholder Engagement Program includes focus groups, surveys, public workshops, and stakeholder interviews, gathering direct feedback to align branding with community identity. By fostering participation, we increase local buy-in and long-term advocacy. To measure impact, our Results Tracking System monitors participation rates, sentiment analysis, and feedback integration, ensuring a data-driven, community-informed marketing approach that strengthens La Quinta’s identity. 8.18 EVENT MARKETING AND PROMOTION Building on our success in drawing 200+ attendees to launch events, our event marketing strategy creates buzz and drives attendance through: Event Strategy Development Comprehensive planning and promotion of city events: ▪ Calendar development and coordination Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response ▪ Theme development ▪ Sponsorship strategy ▪ Cross-promotional opportunities Digital Promotion Strategy Multi-channel promotion approach incorporating: ▪ Social media event campaigns ▪ Email marketing sequences. ▪ Influencer partnerships ▪ Paid digital advertising. 8.19 ACTIVATION AND EXPERIENTIAL MARKETING Our activation strategy, which has achieved 500% growth in engagement for previous clients, creates immersive brand experiences: Interactive Installations Development of engaging physical and digital installations: ▪ Pop-up photo opportunities ▪ Interactive digital displays ▪ Virtual reality experiences ▪ Community art projects 8.20 MEASUREMENT AND ANALYTICS IMPLEMENTATION Drawing from our experience in optimizing campaigns that reduced lead costs by 20% and increased conversion rates by 15%, our measurement approach provides comprehensive insights into marketing performance: Performance Tracking Framework We implement sophisticated tracking systems that monitor all marketing initiatives across channels: 8.20.1 Campaign Performance Analytics Development of custom analytics dashboards that track: ▪ Media placement effectiveness ▪ Content engagement metrics ▪ Lead generation and conversion rates. ▪ Cost per acquisition analysis Our previous implementations have enabled clients to achieve 25% improvements in marketing ROI through data-driven optimization. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 8.20.2 Community Impact Assessment Implementation of tools and methodologies to measure broader community impact: ▪ Resident satisfaction surveys ▪ Business sentiment tracking ▪ Economic impact analysis ▪ Brand awareness studies 8.21 CREATIVE SERVICES AND CONTENT DEVELOPMENT Our creative approach, which has helped achieve 500% growth in brand engagement, focuses on developing compelling narratives that resonate with diverse audiences: Content Strategy Development Creation of comprehensive content plans that align with La Quinta's goals: ▪ Editorial calendar management ▪ Content theme development ▪ Channel-specific optimization. ▪ Performance tracking and refinement Photography and Visual Asset Creation Professional photography services capturing La Quinta's essence: ▪ Lifestyle and event photography ▪ Architectural and landscape images ▪ Aerial and drone photography ▪ Business and portrait sessions 8.22 TECHNOLOGY INTEGRATION AND DIGITAL INFRASTRUCTURE Building on our success in implementing enterprise-level solutions for clients like Microsoft Azure, our technical approach ensures robust and scalable digital systems: Digital Platform Integration Implementation of connected digital systems that streamline operations: ▪ CRM integration ▪ Marketing automation setup ▪ Analytics platform configuration ▪ Content management system optimization Security and Compliance Implementation of comprehensive security protocols: ▪ Data privacy compliance ▪ Security audit procedures ▪ Access control systems ▪ Backup and recovery protocols 8.23 REPORTING AND COMMUNICATION PROTOCOLS Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Building on our experience managing complex client relationships and achieving consistent 60% growth in stakeholder engagement, our reporting structure ensures transparent communication and measurable progress tracking: 8.23.1 Regular Performance Updates: Implementation of a comprehensive reporting schedule that includes detailed monthly performance reports, quarterly strategic reviews, and annual planning sessions. Our reporting framework provides actionable insights across all marketing initiatives, enabling data-driven decision-making and strategic adjustments. This system has previously helped clients achieve 40% year-over-year growth in key performance metrics. 8.23.2 Stakeholder Communication: Development of tailored communication protocols for different stakeholder groups, ensuring appropriate information flow and engagement levels. This includes regular updates to city staff, council members, and community stakeholders, maintaining transparency while protecting sensitive information. 9.0 PRICING STRUCTURE AND BUDGET ALLOCATION We offer three strategic annual budget options designed for maximum impact: • $550,000 Plan: Core marketing and branding services with proven ROI, including media buying, creative services, and digital marketing—driving 40% YoY growth in past campaigns. • $750,000 Plan: Expanded campaign execution with deeper community engagement, advanced content creation, and enhanced digital strategies, leveraging past successes in boosting brand engagement by 500%. • $900,000 Plan: Full-scale, high-impact marketing across all channels, including premium video production, community outreach, and sophisticated digital campaigns—modeled on multi- million-dollar revenue growth for clients. Each plan is optimized for results, scalability, and strategic impact. 10.0 TEAM STRUCTURE AND PROJECT MANAGEMENT 10.1 PROJECT LEADERSHIP Austin Zelan will serve as Project Director, bringing his extensive experience from Microsoft and successful marketing initiatives that have driven significant growth for clients. His direct oversight ensures strategic alignment and execution excellence across all project components. 10.2 CORE TEAM COMPOSITION Creative Direction: Catherine Valverde leads the creative team as Creative Director, bringing her proven track record of achieving 150% growth in stakeholder engagement through authentic brand development. She will oversee all design elements, brand evolution, and creative execution to ensure consistency and impact across all deliverables. Digital Strategy Leadership: Elijah Prokopenko directs digital strategy implementation, leveraging his experience in achieving 102% increases in engagement rates and consistent content performance of 20,000- Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response 40,000 views. His role includes oversight of all digital campaigns, website optimization, and performance tracking. Community Engagement: Jennifer Chandra, our certified CP3 professional, leads community engagement initiatives, ensuring meaningful participation from all stakeholder groups. Her structured approach to gathering and incorporating community input has proven essential in developing authentic, community-driven brand identities. 10.3 SUPPORT TEAMS AND SPECIALIZATIONS Zelan Consulting comprises specialized teams that bring deep expertise in key areas of marketing, branding, and digital engagement. These teams work collaboratively to ensure the seamless execution of our marketing strategies, from content creation and digital outreach to creative production. Below is an overview of our specialized teams and their key roles. Team Specialization Key Roles Content Creation Team Expertise in storytelling and audience engagement Senior Copywriters, Content Strategists, Social Media Specialists, Video Production Experts Digital Marketing Team Data-driven marketing and performance analysis SEO/SEM Specialists, Analytics Experts, Media Buyers, Performance Marketing Specialists Creative Production Team High-impact visual and multimedia content creation Graphic Designers, Photographers, Videographers, Motion Graphics Artists Each team plays a vital role in executing high-impact marketing initiatives: • Content Creation Team: Crafts authentic, engaging brand messaging aligned with La Quinta’s identity. • Digital Marketing Team: Leverages advanced analytics and performance-driven strategies to maximize reach and impact. • Creative Production Team: Produces high-quality visuals and multimedia content to enhance campaign effectiveness. By seamlessly integrating these teams, we deliver a cohesive strategy that meets and exceeds the City's marketing objectives. 11.0 QUALITY CONTROL AND PROJECT MANAGEMENT At Zelan Consulting, we implement a comprehensive project management system to ensure efficiency, quality, and transparency in all aspects of campaign execution. Our methodology integrates rigorous quality assurance protocols and a structured communication framework to ensure alignment with client objectives and industry best practices. The table below outlines the core components of our project management methodology. Category Key Processes Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Quality Assurance Protocols Regular creative reviews and approval processes, Performance benchmark tracking, Brand consistency checks, technical quality assurance Communication Framework Weekly internal team meetings, Bi-weekly client status updates, Monthly performance reviews, quarterly strategic planning sessions By incorporating these structured methodologies, we ensure that projects stay on track, maintain high - quality outputs, and align with the evolving needs of the City of La Quinta. The Quality Assurance Protocols allow for continuous evaluation and refinement of all creative and technical outputs, while the Communication Framework ensures ongoing collaboration and transparency between our team and key stakeholders. Together, these elements create a streamlined and results-oriented project management process that drives success. 12.0 QUALITY ASSURANCE, RISK MANAGEMENT, AND REPORTING At Zelan Consulting, we implement a rigorous quality assurance system to ensure high performance and brand consistency across all project components. Our approach includes comprehensive risk mitigation strategies and a structured reporting framework to maintain transparency and accountability. The table below outlines our core processes for quality control, risk management, and performance tracking. Category Key Processes Performance Monitoring System Implementation of rigorous quality control measures, leveraging past successes in reducing lead costs by 20% and improving conversion rates by 15%. Campaign Quality Standards Multiple review stages, including initial concept evaluation, technical implementation verification, performance testing across platforms, and final stakeholder approval. Our systematic approach has helped clients achieve 40% year-over-year growth in engagement metrics. Content Quality Management Editorial review ensures brand voice consistency, fact-checking accuracy, SEO optimization, and accessibility compliance. Visual asset control includes technical verification, brand consistency checks, cross-platform compatibility testing, and format optimization. Risk Assessment Framework Conducts regular risk evaluation sessions, develops contingency plans, establishes crisis communication protocols, and implements backup systems. Our methodology is based on experience managing complex transitions such as VMware’s Cloud Health acquisition. Issue Resolution Process Implements clear escalation pathways, rapid response protocols, stakeholder communication plans, and documentation requirements to ensure timely problem resolution. Performance Tracking System Provides transparent insights into campaign performance and project progress through structured reporting mechanisms. Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Regular Reporting Schedule Includes weekly progress updates, monthly performance reports, quarterly strategic reviews, and annual comprehensive assessments to ensure alignment with project objectives. By integrating these methodologies, we guarantee a high standard of quality control, effective risk management, and structured reporting to maintain transparency, accountability, and consistent project success. 13.0 EXECUTION METHODOLOGY AND SERVICE DELIVERY Project Execution Framework: Drawing from our experience delivering 500% growth in brand engagement and managing multi-million-dollar campaigns, our execution methodology ensures consistent, high-quality delivery across all project components: Campaign Implementation Process: Our systematic approach to campaign rollout includes: Planning and Preparation: Each campaign begins with comprehensive planning: • Detailed timeline development • Resource allocation mapping • Stakeholder approval pathways • Success metric definition Implementation Phases: We structure implementation in strategic phases to ensure smooth rollout and maximum impact: Project Phases and Timeline Phase Duration Key Activities Phase 1: Foundation Building Months 1- 2 Conduct brand audit and analysis, perform stakeholder interviews and research, develop initial strategy, and establish baseline metrics. Phase 2: Creative Development Months 2- 4 Refine brand elements, develop creative assets, implement content strategy, and optimize marketing platforms. Phase 3: Full Campaign Launch Months 4- 6 Deploy multi-channel campaigns, initiate community engagement initiatives, establish performance monitoring, and conduct initial optimization rounds. Phase 4: Optimization and Growth Months 6- 12 Analyze performance metrics, incorporate community feedback, expand and refine campaigns, and optimize ROI. 14.0 DIGITAL INFRASTRUCTURE & SERVICE IMPLEMENTATION Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Building on our success with enterprise solutions for Microsoft Azure partners, our approach integrates key digital tools and performance monitoring systems to enhance operational efficiency. Our platform implementation includes analytics tools, CRM integration, content management setup, and marketing automation. Real-time dashboards, multi-channel analytics, engagement tracking, and ROI measurement ensure data-driven decision-making and continuous optimization. 14.1 CAMPAIGN DEVELOPMENT & EXECUTION With a proven track record of achieving a 102% increase in engagement within the first month, our strategic media planning combines traditional and digital channels to maximize impact. Print advertising, outdoor placements, and local broadcast partnerships are integrated with paid search, social media advertising, programmatic display, and video content distribution. By leveraging data from previous campaigns that generated 20,000–40,000 views per content piece, we tailor each campaign to resonate with the target audience. Content development plays a pivotal role in our strategy. Under Catherine Valverde’s leadership, whose expertise has driven 150% growth in stakeholder engagement, we create compelling brand narratives through community stories, business spotlights, resident testimonials, and event highlights. High-quality visual content, including professional photography, video production, drone footage, and motion graphics, reinforces brand identity and audience engagement. 14.2 PERFORMANCE MEASUREMENT & OPTIMIZATION Our measurement framework has helped clients improve conversion rates by 25% and reduce lead acquisition costs by 20%. We track key performance indicators such as website traffic, social media engagement, lead generation, and brand awareness, with weekly performance reviews, monthly strategy refinements, and quarterly assessments to ensure continuous improvement. A structured optimization protocol enables rapid response to emerging trends while maintaining focus on long-term marketing objectives. 14.3 SERVICE DELIVERY APPROACH Our implementation strategy combines strategic planning with agile execution, ensuring adaptability to evolving opportunities and challenges. Through stakeholder interviews, market analysis, and community engagement, we gain a deep understanding of La Quinta’s positioning. This approach has led to a 40% year-over-year increase in engagement metrics for previous clients. With expertise from Catherine Valverde in brand development and Elijah Prokopenko in digital strategy—whose work has generated 20,000–40,000 content views per campaign—we create impactful and authentic messaging that resonates with the audience. By aligning creative execution with data-driven insights, we enhance engagement while driving measurable outcomes. 14.4 COMMUNITY ENGAGEMENT & STAKEHOLDER MANAGEMENT Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response Our stakeholder engagement strategy, shaped by Jennifer Chandra’s experience as a CP3-certified professional, fosters meaningful dialogue and sustained participation. A comprehensive mapping of La Quinta’s diverse community groups—including year-round residents, seasonal visitors, and local businesses—enables tailored outreach efforts. This targeted approach has driven a 150% increase in stakeholder engagement for similar projects and ensures alignment with the city’s overarching brand objectives. 14.5 DIGITAL INFRASTRUCTURE & TECHNOLOGY INTEGRATION With experience implementing enterprise-level solutions that achieved 40% year-over-year platform adoption, our approach ensures seamless integration of advanced digital tools. We conduct a comprehensive audit of existing assets before implementing analytics systems, CRM tools, and content management platforms. This cohesive ecosystem enhances marketing effectiveness, facilitates real-time performance tracking, and supports strategic decision-making. 14.6 CREATIVE DEVELOPMENT & BRAND EVOLUTION Guided by Catherine Valverde’s expertise in brand storytelling, which has led to 102% engagement growth in past initiatives, our creative development process merges strategic insights with artistic excellence. Extensive research informs design decisions, ensuring consistency with La Quinta’s identity while introducing fresh elements that enhance recognition. By collaborating closely with stakeholders, we build an authentic brand narrative that strengthens community engagement and long-term visibility. 14.7 MEASUREMENT & ANALYTICS IMPLEMENTATION Our data-driven analytics framework has driven a 500% increase in engagement for past clients. A custom-built performance dashboard consolidates multi-channel data, providing real-time insights into campaign performance. By integrating traditional and advanced analytics, we enable precise performance tracking and continuous refinement of marketing strategies. Regular analysis sessions with city staff ensure alignment with La Quinta’s long-term objectives and provide actionable recommendations for ongoing improvement. 14.8 CONTENT CREATION & DISTRIBUTION A structured approach to content development, spearheaded by Elijah Prokopenko, ensures that all marketing assets align with La Quinta’s brand voice and goals. Our content strategy includes in-depth audience analysis, strategic content mapping, and high-quality production across social media, video, photography, and written formats. Each asset is tailored to engage key audience segments, reinforcing the city’s unique character while maximizing reach and impact. 14.9 EVENT PLANNING & ACTIVATION Proposal for Marketing, Branding, Campaign Development & Digital Marketing Services Proposal Response With a history of drawing over 200 attendees to launch events, our event planning strategy integrates traditional and innovative activations to strengthen community engagement. Interactive elements encourage participation and organic social sharing, amplifying event reach and brand awareness. From concept development to execution and post-event analysis, we ensure seamless event delivery with measurable outcomes. 14.10 WARRANTY & SERVICE GUARANTEES Zelan Consulting guarantees that all deliverables meet the highest industry standards and align with the objectives set by the City of La Quinta. Our commitment includes ensuring error-free, original content that adheres to intellectual property laws. Revisions will be provided within a specified period at no additional cost. Service level guarantees include regular check-ins, timely milestone completion, and proactive campaign adjustments. Our team remains available for urgent communications and progress updates, ensuring a dynamic and results-driven approach throughout the engagement. Key performance indicators such as audience engagement, website traffic, and conversion rates will be tracked using real-time reporting, with monthly and quarterly reports providing actionable insights for continuous optimization. 15.0 CONCLUSION & COMMITMENT Zelan Consulting brings a proven track record of success in marketing and branding strategy implementation. Our team—led by Austin Zelan, Catherine Valverde, Elijah Prokopenko, and Jennifer Chandra—combines data-driven methodologies with creative excellence to deliver measurable results and sustainable growth. Our commitment includes a dedicated team, a flexible and adaptive strategy, a comprehensive measurement framework, and a long-term partnership approach designed to maximize La Quinta’s marketing impact.