2023 Alpha Media - Radio & Digital Marketing Services for Ironman TriathlonATTACHMENT 1
yir e• rrr aur:r
PRESENTED BY
Dayna Smith
July 26th, 2023
Radio Schedule: 09/18 -10/1, 10/09 - 10/29 and 11/13 - 12/3 (Monday - Sunday 7A-8P)
• 25 Thirty second commercials per week on 93.7 KCLB
• 25 Thirty second commercials per week on 98.5 The Bull
• 25 Thirty second commercials per week on 107.3 MOD
• 25 Thirty second commercials per week on 106.9 The Eagle
• 25 Thirty second commercials per week on U92.7
• 25 Thirty second commercials per week on 103.9 ESPN
• 25 Thirty second commercials per week on 94.3 KNWZ
• 25 Thirty second commercials per week on Mix 100.5
• 15 Fifteen second PSA's per week per station reminding people to check the map online for road closures and upcoming date of event
• On air interview
Digital Schedule: 09/04 - 12/03
• Rotating banner ads on all Alpha Media station websites with link to URL and map posted with Iron man route
Mobile campaign - Mobile to social and targeted display advertising
o polygon select gyms, athlete races, other fitness competitions pull a lookback on all locations
o create lookalike audience from captured device ID's
o Utilize fitness/health & wellness audiences in the Coachella Valley
o Mobile retargeting
o Social strategy - upload captured device ID list into FaceBook and Instagram, reach those individuals through their social profiles
o Target audience on social - fitness junky, ironman, marathons, racing, crossfit, extreme sports, cycling, healthy lifestyle, active lifestyle, etc.
o Place a FaceBook retargeting pixel
TOTAL INVESTMENT: $26,475
Approved
Business Address
Start date
Date
City StateZip
End date
APPROVED F R PAYMENT
REVIEWED BY ch el c
APPROVED BY 'u�
ACCOUNT NO-3003-60149
PO# PROJ# IRON-E
DESCRIPTION Radio ads Ironman 2023
AMT TO PAY $26,475.00
Advertiser may cancel this agreement upon 14 days prior notice. This agreement is confidential.
107 * � �
K-11IW
V# 09237
CONSENT CALENDAR ITEM NO. 9
City of La Quinta
CITY COUNCIL MEETING: September 19, 2023
STAFF REPORT
AGENDA TITLE: APPROVE ADVERTISING AGREEMENT WITH ALPHA MEDIA FOR
MARKETING SERVICES FOR IRONMAN 70.3 EVENT FOR FISCAL YEAR 2023/24
RECOMMENDATION
Approve Advertising 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 IRONMAN 70.3 event notification annually
as part of the outreach plan.
FISCAL IMPACT
The cost for Alpha Media's IRONMAN campaign for fiscal year (FY) 2023/24 is $26,475,
which is the same amount as FY 2022/23 IRONMAN campaign. Funds are available in
FY 2023/24 Community Experiences Account (101-3003-60149).
BACKGROUND/ANALYSIS
On July 18, 2023, Council approved an advertising agreement with Alpha Media for
$57,000 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.
The proposed advertising agreement (Attachment 1) for the IRONMAN campaign will
continue the annual marketing outreach to residents to ensure notification of the event
and road closures associated with the event. The plan agreement for the City's radio and
digital services with Alpha Media will include 215 radio ads per week across all channels
on Alpha Media. Additionally, the City will receive digital ads on Alpha Media radio station
websites. This campaign will start late September 2023 and will continue through race
day for the IRONMAN event, scheduled for December 3, 2023.
rA
ALTERNATIVES
Staff does not recommend an alternative action.
Prepared by: Marcie Graham, Marketing Manager
Approved by: Gilbert Villalpando, Director
Attachment: 1. Alpha Media Advertising Proposal for IRONMAN 70.3