2023-24 Alpha Media - Radio & Digital Marketing Services for RecyclingFrom:
Alpha Digital
To:
City of la Quinta
Date:
6/13/2023
MALMA
Rep:
Dayna Smith
Digital Advertising Media Planner for: City of la Quinta
Product
I Aug-23
I Sep-23 I
Oct-23
I Nov-23 I Dec-23 I I I I I I I
I
Total
TELEVISION TO WEB COMPANION AD DELIVERY: CONNECTED COMMERCIAL CONTENT DELIVERED TO TV SCREENS WITH POST IMPRESSION ACTION ANALYTICS
AUDIENCE CRITERIA: BRANDING CAMPAIGN - PSA TO THOSE LIVING IN IDENTIFIED ZIP CODES FOR EDUCATIONAL MESSAGES ABOUT RECYCLING IN THEIR COMMUNITY
Item
Connected Television Ad Delivery
19,250
19,250
19,250
19,250 19,250
96,250
OTT Ad Delivery
14,450
14,450
14,450
14,450 14,450
72,250
Viewable Display RT to Exposed HH's
2,240
2,240
2,240
2,240 2,240
11,200
35,940
35,940
35,940
35,940 35,940
179,700
CPM
Connected Television Ad Delivery
$ 48.00
$ 48.00
$ 48.00
$ 48.00 $ 48.00
$
48.00
OTT Ad Delivery
$ 31.00
$ 31.00
$ 31.00
$ 31.00 $ 31.00
$
31.00
Viewable Display RT to Exposed HH's
$ 12.50
$ 12.50
$ 12.50
$ 12.50 $ 12.50
$
12.50
Cost
Connected Television Ad Delivery
$ 924
$ 924
$ 924
$ 924
$ 924
$
4,620
OTT Ad Delivery
$ 448
$ 448
$ 448
$ 448
$ 448
$
2,240
Viewable Display RT to Exposed HH's
$ 28
$ 28
$ 28
$ 28
$ 28
$
140
$ 1,400
$ 1,400
$ 1,400
$ 1,400
$ 1,400
$
7,000
Effective Audience CPM
Reach of Audience at Effective CPM
$ 39
$ 39
$ 39
$ 39
$ 39 1 1 1 1
1 1 1 1$
39
PREROLL VIDEO: REACHING USERS VIA WEBSITES WITH VIDEO CONTENT
TARGET AUDIENCE: BRANDING CAMPAIGN - PSA TO THOSE LIVING IN IDENTIFIED ZIP CODES FOR EDUCATIONAL MESSAGES ABOUT RECYCLING IN THEIR COMMUNITY
Item
PreRoll Video 25,000 25,000 25,000 25,000 25,000
25,000 25,000 25,000 25,000 25,000
CPM
125,000
125,000
PreRoll Video
$ 24.00
$ 24.00
$ 24.00
$ 24.00
$ 24.00
$ 24.00
Cost
PreRoll Video
$ 600
$ 600
$ 600
$ 600
$ 600
$ 3,000,000
$ 600
$ 600
$ 600
$ 600
$ 600
$ 3,000,000
YOUTUBE TRUEVIEW: REACHING USERS VIA
INTERESTS, DEMOGRAPHICS AND
BEHAVIORS ACROSS THE
LARGEST VIDEO SHARING PLATFORM IN THE WORLD
TARGET AUDIENCE: BRANDING CAMPAIGN - PSA
TO THOSE LIVING
IN IDENTIFIED
ZIP CODES FOR EDUCATIONAL MESSAGES ABOUT RECYCLING IN THEIR COMMUNITY
Views
YouTube Trueview
5,000
5,000
5,000
5,000
5,000
25,000
5,000
5,000
5,000
5,000
5,000
25,000
CPV
YouTube Trueview
$ 0.20
$ 0.20
$ 0.20
$ 0.20
$ 0.20
$ 0.20
Cost
YouTube Trueview
$ 1,000
$ 1,000
$ 1,000
$ 1,000
$ 1,000
$ 5,000
$ 1,000
$ 1,000
$ 1,000
$ 1,000
$ 1,000
$ 5,000
Total Campaign Impressions
1 35,940
35,940
35,940
1 35,940
35,940
1
1
179,700
Total YouTube Trueview Views
5,000
5,000
5,000
5,000
5,000
25,000
Total Campaign Investment
$ 3,000
$ 3,000
$ 3,000
$ 3,000
$ 3,000
$ 15,000
TARGET MARKET PROJECTIONS
Zip Codes = 92253, 92210, 92247, 92248
*Due to small population size, budgets may need to be shifted between video products during program jkt---
Marcie Graham, City of La Quinta
City of La Quinta
June 26th, 2023 -June 25th, 2024
• You choose the two stations.
• 160x + 160x Paid thirty second commercials on two radio stations of your choice.
• 160x + 160x + 160x Bonus thirty second commercials on three additional stations of your choice.
• 800x Total
Total Annual Contract: $42,000
Approved �kt__ Date 6.19.2023 Start: 06/26/23 End:06/25/24
*Commercials will be scheduled Monday through Sunday 6a-10p.
Stations: U92.7, 93.7, 106.9,100.5 and 98.5
• pricing based on a 4 week month
Monthly Package $3,500/Month
M4 ALPHAM EDIA
i LIVE. LOGOL,PALM SPRING$
CONSENT CALENDAR ITEM NO. 9
City of La Quinta
CITY COUNCIL MEETING: ,July 18, 2023
STAFF REPORT
AGENDA TITLE: APPROVE CONTRACT SERVICES AGREEMENT WITH ALPHA
MEDIA FOR MARKETING SERVICES FOR FISCAL YEAR 2023/24
RECOMMENDATION
Approve Contract Services Agreement with Alpha Media for Marketing Services for Fiscal
Year 2023/24.
EXECUTIVE SUMMARY
• Alpha Media is a broadcast company providing media, entertainment, and digital
marketing solutions.
• The City has utilized Alpha Media's services for radio and digital advertising to
educate and inform the community on recycling best practices.
• State laws AB 341, AB 1826, and SIB 1383 require the City to conduct education
and outreach on various recycling mandates to all residents and businesses.
FISCAL IMPACT
The cost for Alpha Media's expanded services is $57,000. Funds are available in the
fiscal year (FY) 2023/24 AB939 Account (Account No. 221-0000-60127). This is an
increase of $17,000 from FY 2022/23.
BACKGROUND/ANALYSIS
The City has previously partnered with Alpha Media for radio and digital marketing
services to educate the community on recycling information. The promotion of this
information fulfills the City's required obligation per CalRecycle state mandates.
This Agreement will expand the City's radio and digital services with Alpha Media to
further promote recycling education and information to the community and include
Connected TV (CTV) that uses a 30-second commercial on streaming television.
49
ALTERNATIVES — Council may elect not to expand Alpha Media promotion services.
However, without public service announcements, the City may not meet CalRecycle
requirements for community waste and recycling programs education. Staff does not
recommend an alternative action.
Prepared by: Marcie Graham, Marketing Manager
Approved by: Gilbert Villalpando, Director
Attachment: Alpha Media Proposal
50
CITY OF LA QUINTA
78-495 Calle Tampico
La Quinta, CA 92253
PH: (760) 777-7057
ISSUED TO: ALPHA MEDIA LLC
1321 N. GENE AUTRY TRAIL
PALM SPRINGS, CA 92262 -
PO Number: 2324-0076
Requisition #: REQ -1305
PURCHASE ORDER
Date: 07/01/2023
Vendor #: 09237
SHIP TO: City of La Quinta
78495 Calle Tampico
La Quinta, CA 92253
ITEM UNITS DESCRIPTION PROJECTACCT# GLACCT# PRICE AMOUNT
1 0 RADIO AND TV ADS FOR RECYCLING OUTREACH
221-0000-60127
0.00
57,000.00
Authorized by:
SUBTOTAL:
57,000.00
TOTAL TAX:
0.00
SHIPPING:
0.00
TOTAL
57,000.00
1. Original invoice must be sent to: City of La Quinta, Finance Department, 78-495 Calle Tampico, La Quinta, CA 92253.
2. Payment may be expected within 30 days of receipt of goods, unless otherwise stated.
3. C.O.D. shipment will not be accepted.
4. Purchase Order numbers must appear on all shipping containers, packing slips and invoices. Failure to comply with the above request may delay payment.
5. All goods are to be shipped F.O.B. Destination unless otherwise stated.
6. All materials and services are subject to approval based on the description on the face of the purchase order or appendages thereof. Substitutions are not permitted without
approval of the Requesting Department. Material not approved will be returned at no cost to the City.
7. All goods and equipment must meet or exceed all necessary city, state and federal standards and regulations.
8. Vendor or manufacturer bears risk of loss or damage until property received and/or installed.
9. Seller acknowledges that the buyer is an equal opportunity employer. Seller will comply with all equal opportunity laws and regulations that are applicable to it as a supplier of the
buyer.
10. The City is exempt from all federal excise and state tax — ID# 95-3740431
Finance Department: (760) 777-7057
SELECT/SOLE SOURCE JUSTIFICATION
Alpha Media
Select/Sole Source purchases may be made in a non-competitive manner only when in the best
interest of the City and when the price is considered reasonable. Attach this form and other
supporting documents if available, to the purchase Requisition.
Complete responses must be provided for all of the following items.
A. THE PURCHASE REQUEST IS RESTRICTED TO ONE VENDOR FOR THE REASONS STATED BELOW:
1. Why is the purchase of goods or services restricted to this vendor?
Explain why the purchase cannot be competitively bid.
Examples of Single/Sole Source procurements include, but are not limited to:
• Compatibility: The commodity or service matches existing brand of equipment for
compatibility.
• Replacement Part: The item is a replacement part for a specific brand of existing
equipment.
• Emergency: URGENT NEED for the item or service does not permit soliciting competitive
bids.
Alpha Media is the only vendor who offers advertising on the radio stations we are
looking to promote on.
2. What market research was conducted to substantiate no competition, including evaluation of
other items considered?
Provide a narrative of your efforts to identify other similar goods/services, including a summary
of how the department concluded that such alternatives are either inappropriate or unavailable.
The names and addresses of suppliers contacted and the reasons for not considering them must
be included OR an explanation of why the survey or effort to identify other goods/services was
not performed.
There wasnt much market research done since there are not other options for specific stations
to advertise on.
B. PRICE ANALYSIS:
3. How was the price offered determined to be fair and reasonable?
Explain what the basis was for comparison. For example, if the item/service has been purchased
in the past, compare historical pricing.
Alpha Media has continued to be a great partner in not raising pricing as well as offering added
value with our buys.
Signature Field
Signature Field
7/31/2023
Prepared By Approved By
Sole or Select Source: Defined as any contract entered into without a competitive process, based on a justification that only one known source exists or that only one
single supplier can fulfill the requirements. The requesting department is responsible for supplying written justification, approved by the department director or
designee with signing authority for these purchases.
S:\400 FINANCIAL & FISCAL\FINANCE FORMS