HomeMy WebLinkAbout2017-08-09; Carlsbad Tourism Business Improvement District; ; Review Outside Interactive (Digital) Marketing Services Proposals From Starmark and Elevated and Determination of Next Steps in Selection of ProviderCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT (CTBID)
AGENDA BILL
AB#
MTG.
08-17-1'1
8-9-17
RECOMMENDED ACTION:
Review Outside Interactive [Digital]
Marketing Services Proposals From
Starmark and Elevated and
Determination of Next Steps in
Selection of Provider
CTBID STAFF
GENERAL
COUNSEL
Review proposals for outside interactive [digital] marketing and determine next steps for selecting
a provider.
ITEM EXPLANATION:
The Carlsbad Tourism Business Improvement District (CTBID) contracts with Carlsbad Convention
and Visitors Bureau, a not for profit public benefit corporation ("VisitCarlsbad") to provide tourism
marketing services for Carlsbad. This includes the operation of the visitor center, public relations
and digital marketing. In the prior fiscal year, the digital marketing portion of the contract was
contracted out by Visit Carlsbad to Civilian, Inc. As part of the VisitCarlsbad contract with the
CTBID for FY 2017-18, the CTBID Board has requested that a Request for Proposal (RFP) be
issued for the digital marketing services and that the top 2 proposals be presented to the CTBID
Board for the CTBID Board to select the company to provide these services.
VisitCarlsbad issued the RFP with proposals due no later than May 15, 2017. Four proposals were
received. On August 4th , the Visit Carlsbad Board met and interviewed the four agencies that
submitted proposals. Some of the areas that were considered by the VisitCarlsbad Board were the
agency's understanding of the digital space, their experience in the tourism industry and pricing.
Based on review of the proposals and interviews of the agencies, the VisitCarlsbad Board selected
the following two agencies to be forwarded to the CTBID Board for its consideration: The Starmark
Group and Elevated. Copies of each of the proposals are attached hereto as exhibits.
The Visit Carlsbad Board felt that further review of these agencies should be done before selection
is made especially in the areas of cost, social media and account representation. They recommend
that the CTBID Board appoint a temporary advisory committee [of not more than 3 CTBID Board
members as well as Visit Carlsbad Board members] to make a recommendation to the CTBID
Board at a future meeting.
FISCAL IMPACT:
The CTBID contract with Visit Carlsbad for FY 2017-18 includes $250,000 for outside interactive
marketing. Each of the two proposals include proposals at the $250,000 level and the $400,000
level. Therefore, depending on which proposal is selected and the negotiated level of services,
VisitCarlsbad may need to seek additional funding from CTBID (via a contract amendment) for
outside interactive marketing services in excess of its current appropriations. As of July 1, 2017,
the CTBID has a fund balance of $722,327 which is available to appropriate for additional outside
interactive marketing services.
ENVIRONMENTAL IMPACT:
This action does not qualify as a project under the California Environment Quality Act ("CEQA")
and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b).)
EXHIBITS:
1 . The Starmark Group Proposal
2. Elevated Proposal (abbreviated version)
CREATING MEASURABLE RESULTS At The Starmack Group. our ultimate mission is to help our clients connect with their target audiences across all marketing initiatives. As a full-service digital and branding marketing agency. we offer a wealth of services. from high level brand development and video content. to website design. digital communications. social media campaign implementation. media planning and buying. analytics. SEO and promotional marketing. All with the goal of building measurable awareness and enhancing conversion. For the Visit Carlsbad account. The Starmack Group will provide your team with proven expertise in both digital strategy and branding. while continuously offering insightful solutions to drive web traffic. increase hotel bookings and generate maximum exposure for your business. OUR BLUEPRINT FOR SUCCESS: It all begins with our initial Visioneering content workshops. In these workshops. we'll bring together all of the key stakeholders to define our goals and ensure our digital marketing strategy is a success. Included in these workshops will be identifying and evaluating the following areas. Value proposition Key messaging -primary and secondary Indelible creative impression Differentiation Target market analysis Measurement and ROI Our creative approach to your business will be rooted in understanding your brand vision. digital. social and website objectives and unique target audience needs in a collaborative fashion. 2
HOSPITALITY AND TOURISM NOTABLES & v~ G)TURTLEBAY OTV Of~ MRAGj BENCHMARK . RESORTS & HOTELS HOTELS&. RESORTS lil Iii fil <§f~ff':€ I The W:$'"001 Hills OJAI VALLEY INN f:J SPA THE RITZ-CARLTON (mlllJii(lfllO(N('.QJ0 NOBLE HOUSE HOTELS & RESORTS ~~'{,~Q~-~ RESORT & CLU& /V\ff O..mo 1dtstinUi0111Sfll HAZARD@CENTER --ltlU~ATIHZU--.t. WAl.D()Ar A.\fORIA RE.SOIIT 3
DIGITAL MARKETING CAPABILITIES RELEVANT EXPERIENCE Hospitality -Salamander Resort & Spa As the current digital and branding agency for the Salamander Hotel & Resort Collection. The Starmack Group has provided Salamander Resort & Spa-its flagship property-with ongoing creative and strategic marketing efforts including website design. national and international print and digital campaigns. property amenity collateral and digital promotional efforts. Hospitality -Turtle Bay Resort The Starmack Group developed. designed and implemented a fully integrated digital campaign for Turtle Bay Resort. the only destination resort of its kind on Oahu. Leveraging the key pillars of the Hawaiian North Shore culture and ethos. we developed a visual and graphic language together witl1 a fully strategic media plan that integrated authentic Hawaiian culture with the many leisure aspects of this world-class resort. Hospitality -Fairmont Hotels & Resorts Capturing their guest's moment of "inspiration· and ·awe." The Starmack Group continues to work with Fairmont Hotels & Resorts to promote "The moment· campaign. Through captivating property experiences and a minute-by-minute "time stamp· graphic. we've created highly engaging promotional eBlasts. digital banners and integrated print work. and also handle digital media planning and buying for California and Hawaii properties. Tourism -City of Rancho Mirage The Starmack Group, in collaboration with our strategic digital partner. teams with the City of Rancho Mirage·s tourism department on website design. development. hosting and support services. In addition. we facilitated IT consulting. digital and social media marketing services. including the development of a tourism mobile app and a dine mobile app. We've also worked with the City of Rancho Mirage providing website design. development. hosting and support services. Hospitality -Westin Mission Hills Golf Resort & Spa The Starmack Group, in collaboration with our strategic digital partner. teamed with Westin Mission Hills Golf Resort & Spa to provide them with an SEO Audit and also performed ongoing SEO monitoring. analysis. reporting and digital consulting for the following Westin websites westinmissionhills.com. spaatmissionhills.com and pinziminipalmsprings.com. Retail -Hazard Center The Starmack Group currently partners with a local San Diego PR Firm to support the web and digital marketing efforts of one of Mission Valley·s top retail shopping centers. 4
DIGITAL MARKETING SERVICES An overview of our integrating digital media and marketing services. All designed to create the most impact and results for your investment. Strategy Strategic Action Plan Consulting Competitor Analysis Target Market Profiles Branding Website Brand Audit / Messaging Branding Campaigns Geo/Place Branding Logo & Graphic Design Design & Development User Experience (UX) Tracking & Analysis Security Mobile Responsive / Custom Mobile Solutions Digital/Social Content Marketing Email Marketing Display Ads Social Campaigns Marketing Automation SEO I SEM SEO Audit SEO Reporting PPC/Google Adwords Landing Pages SALAMANDER" IYlffq.~~ 5
AREAS OF FOCUS DIGITAL APPROACHES 1. Please review the markets that have been identified in the Strategic Plan. Lay out your approach for using the different digital approaches to reach these markets. Providing unique one of a kind content. incorporating mini campaigns containing insights highlighting places to stay, eat and play are all crucial aspects of the strategic plan. High level targeting, personalized marketing. responsive layouts and implementing CTAs to capture and segment lead data will allow us better tracking analytics and increase conversions. a. Content Marketing Strategy Leverage leading inbound marketing software. HubSpot. to enhance SEO by curating ongoing content. Creating informative and engaging original content is the most effective way to accomplish this. Blog posts. videos. 1nfographics. and other visualizations are all examples of original content that can be used to create resources for visitors. Encourage Reviews. Influencer Outreach b. Target Customers in Planning Stage c. Repeat Visitation Tactics d. Geo Target, Interest. Income, Age Demo, Buyer Persona's e. Mobile Responsive Materials f. Strategic Customer Relationship Management Strategy g. Leverage Stakeholders & Local partners h. Digital Marketing Search / PPC-Be found when users are searching to travel to Southern California. Remarketing Display Ads Remarket to users who have visited the Visit Carlsbad website. Social Media. Employing a proposed quarterly content. ads and campaign calendar. Social Media Engagement -Greet users when they arrive by tracking geo filters. hashtag and @ mentions. Monitor and assign social messages to local experts. Leverage imagery and video promoting Carlsbad as a destination City. (Heavy focus on lnstagram) i. Email Marketing Campaigns Monthly Newsletter Segment list Event & Special Offer promotions Marketing Automation j. Measuring & Review Marketing Efforts 6
AREAS OF FOCUS REPORTING CONVERSION 2. Please articulate your approach to reporting conversion as outlined in the plan. Create a sample high-level report that you would propose go to the key tourism stakeholders in Carlsbad. This would include your asse~sment of the measurement recommendations included in the report and the most effective approach in achieving a measurement plan that is focused on tracking conversion. The measurement recommendations in the report will allow us to compare apples to apples from current and years past data. Adding to that report. we would include measuring and analyzing the impacts of our work from various perspectives by collecting data across different aspects of tourism such as website analytics, reviewing online marketing effectiveness, regional tourism growth. micro / macro conversions and revenue generated. Micro Conversions: Ensure Website is Customer Centric Website Analytics Traffic Sources Macro Conversion: Impacting the bottom line Hotels/ Resorts Occupancy Streamline payment process Dynamic phone numbers (clickable) Direct Search Call tracking solutions (unique numbers that are trackable & redirected) Referrals New/Unique Visitor Conversion The way a first-time visitor interacts with the site is very different from how a returning visitor interacts. Isolate from conversion rates of returning visitors and determine what they see when visiting the website for the first time. Improve first-time visitors conversions by enhancing their experience, optimizing usability and reducing the bounce rate. Return Visitor Conversioff Why did the person return, and did the person convert the first time around? If they didn't, our goal is to isolate the return visitor conversion rate and increase conversions Interactions Per Visit Even if visitors don't convert, it is important to monitor their behavior on the site. What exactly are they doing. how can we get them to do more, and how can we influence this behavior into conversions? Leverage increased interactions into increased conversions (downloads. subscriptions. purchases. etc.). Mobile App. downloads Lead Page I information collection • Track unique campaign URLs for check out/ complete booking buttons Comparing occupancy booking directly from visitcarlsbad.com to previous years Compare average annual occupancy data %'s Compare year over year occupancy by month Compare transient occupancy tax collection Compare recent annual revenue .ti.d Perform.·m,,·e Ads -...... J"Wt,,.·;--JW'M • •. • lt,t-,.~~..-~---=• A n 22,874 --l,tr; w~.;..-. ...,. Jt;"--~ "'" 177 '"" -e e 7 Cl -, $399.59 , 213'11. m 2 UH;/ 11111 "" 7
AREAS OF FOCUS INCREMENTAL BUSINESS 3. The plan lays out the importance of increasing visitation during the "shoulder· periods. Please demonstrate relevant examples where your firm has focused on soft periods and drove Incremental business for a client. There is no off-season when marketing for tourism. while continuing to collect data and grow the cities list during peak season we creatively curated a campaign generating offseason hype. We generated content playing up the excitement of things to come. while providing early bird offers. off-season discounts. creative campaign giveaways packaging hotel stays w/ golf and spa packages. Our goal was to engage an audience excitedly planning for the time they can es.,:ape to the desert for a quick getaway! Fall Campaign for Rancho Mirage "Be Seen. The Rancho Mirage Scene• During the months of October through December we supported the city of Rancho Mirage in efforts to market the city as a preferred luxury Palm Springs Valley destination during the fall and early winter for the drive and regional fly market. Our goal was to increase hotel/resort occupancy. local sales during this time period and awareness for the city. We provided an integrated digital strategy with Display and Native Advertising in the LA times. San Diego Magazine. Orange Coast Magazine. Portland Monthly Magazine; Google PPC Ads and display remarketing. Social Media Ads in Facebook. Twitter. Pinterest and lnstagram; giveaway campaigns and mobile app. push notifications. Campaign Highlights • 21.000+ sessions (website) -Grew website traffic by 130% • 230.000+ impressions (Google Adv,1ords) • 400,000+ Media impressions (LA SD. OC Magazine. Portland Monthly) • 1.000.000.000+ impressions (Social Media) -100%+ increase in Facebook likes -100%+ follower increase on lnstagram -25%+ follower increase on twitter • 200,000+ impressions (email marketing) • 50.000+ Video views • 250+ Mobile App. downloads • 3.400+ social campaign entries Taste of Summer Rancho Mirage The Rancho Mirage Restaurant Association. Rancho Mirage Chamber of Commerce and the City of Rancho Mirage teamed up for the "Taste of Summer" fundraiser to drive summer sales for local Rancho Mirage establishments during their shoulder season. We provided integrated digital marketing support with creating campaign website. Social Media content. Press Release. Mobile APP Promote. Direct Marketing Hosting a kick-off party and promoting special offers from the restaurant's. encouraged local and drive market patrons to take advantage of great cocktails at an unbelievable price (including The Ritz Carlton State Fare Bar). Increasing sales was very important during this time of year. The campaign goals were to increase awareness for the drive market and sales for local establishments during the multiple week campaign by highlighting specialty cocktails. appetizer and dessert offerings. • 2.500+ sessions (website) -6500+ page views • 500+ Launch party attendees (Sold Out) • 6.800+ users reached via social media • 110.000+ headline impressions (Press Release) • 1.500 impressions (Email Newsletter) 8
AREAS OF FOCUS MEETING GOALS 4. The current statistics on web referrals. direct room nights generated and package conversion demonstrate an opportunity to increase these results going forward. The plan illustrates an approach to initial goal setting for the next fiscal year for Visit Carlsbad. Please comment on the viability of achieving these goals and any adjustments you might make. We are confident implementing our recommended ·content Marketing Strategy" will allow Visit Carlsbad to meet and exceed the goals as outlined in the plan. In addition. the following recommendations will help us achieve our goals • We propose an increase in call-to-actions to help achieve micro conversions that will allow us to continue to the conversation with potential visitors via email and remarketing. Crawl Summary for visitcarlsbad,com -,~i,U,Ml,'\U)·UtfUJ01111711."0-C"II/M\ • We also suggest the functionality of the website be optimized to allow users to book right when they are ready with the least amount of clicks as possible while highlighting exclusive otters. • The Visit Carlsbad website should act as the foundation of your digital marketing strategy and will need to modify its existing approach of being just an informational website and redesigned to start leveraging more marketing otters and call-to-actions. Ottering packages and marketing display banners throughout the site could position the website for an increase in direct bookings if ottering exclusive deals and promotions. • We recommend a full SEO Audit & Optimization based on the results below of our preliminary SEO Audit of Visit Carlsbad Website Redesign Goals: User Experience Design - Performance Driven 2K 0 Task based scenario's and visual content hierarchy exercises will guide our efforts to an improved user experience. We will work to communicate site value more efficiently and improve the overall user engagement with core functionality and promotional ·calls to action.· Our user centric design process will explore the visual priority and value of key content areas to improve user tasks with measurable results within our established UX improvement guidelines. Sample of User Experience Guidelines • Communicate value of site Ito multiple audiences) in 8 seconds or less • Direct users where to Look and quickly find Information they need • Limit Scrolling on index/landing pages • Promote products/services in clear succinct benefit driven language UX Strategy Our goal to create and implement a UI/UX strategy that is modular. scalable and intuitive to navigate that serves multiple audiences with unique needs. We will work with VC to review categorization and prioritization of key user tasks. Sample tasks Tl Find and book local hotel T2 Look up weather for golf event T3: Share site with a friend ;;;r -~ 792 53 , ....... 48 "'" -1.1K -·<~, .... 0 -,. 9
AREAS OF FOCUS QUANTITATIVE RESULTS 5. The successful firm will demonstrate accountability for increasing visitation to Carlsbad. Please describe a similar example where your firm was held accountable for quantitative results. We have managed the City of Rancho Mirage. CA tourism website. email marketing. social media and all other digital marketing efforts for the past 5 years and have been held accountable for a variety of quantifiable results. Please see example below of goals given and achieved Dine Rancho Mirage Program Objectives • Increase Transient Occupancy Tax (TOT) revenue by 10% from fiscal year 2013/2014 to fiscal year 2015/2016 • Increase Rancho Mirage resort occupancy by 8% from fiscal year 2013/2014 to fiscal year 2015/2016. • Grow the Rancho Mirage Restaurant Association membership • Increase restaurant retail tax revenue paid to the City by 5% from fiscal year 2013/2014 to fiscal year 2015/2016 • Create and utilize a Rancho Mirage "Dine· App to grow consumer awareness. loyalty and spending. • Utilize social media platforms to drive consumer response to Dine Rancho Mirage's call to action by end of FY 2016 10
AREAS OF FOCUS CONVERSIONS IN TOURISM 6. The area of measuring "conversion· in tourism has challenges. Please articulate your approach to measuring conversions in tourism. Breaking down conversions on a micro and macro level conversions will help evolve the process of data collection and enhance marketing efforts in communicating to new and returning visitors. This data will also give us insight on how the user perceives the website and how we can make adjustments to increase conversions. As previously stated in question #2. Micro Conversions: Ensure Website is Customer Centric Calls To Action • Lead Generation -Sign-up to e-newsletter -Sign-up for Biogs -Visitor downloads -Make an inquiry -Customer Reviews -Social Campaigns -Lead Page / information collection YeJr in R,~v,c•w ...... ,..,.,, .• _ ... _,iwtoit• St,sions l,!IS),969 ==----~ _.....,...,_ .... ,,. ... __ .,.11'.,U. Pigt\1~'$ 6.072,494 ~ .r,,., " ., Go,~ ui,so ~ , ,#,, , ; Macro Conversion: Impacting the bottom line Hotels / Resorts Occupancy ~ I .._._.,s::.,,-,.t-_.. ..... _ < . --,,,. .. ,,., ___ , __ _ ... u,,.1~-----..---·--Dynamic phone numbers (clickable) -Call tracking solutions (unique numbers that are track able & redirected) -Track unique campaign URLs for check out / complete booking buttons Compare average annual occupancy data %'s Compare year over year occupancy by month Compare transient occupancy tax collection Compare recent annual revenue -............. ~ ... .,,,...,,,,.,, . .,_,_ +.~ ... ~ .... -· ·--· Aft 6,l,450 .-'"' 11
AREAS OF FOCUS PROPOSED SUPPORT 7. After reviewing the strategic plan, please add any other examples or approaches you have used or proposed that will support the overall direction. The strategic plan presents goats ar:id objectives to grow local economic activity, sustain the positive net benefits of tourism. expand brand awareness. engage new markets. grow visitor spending. and increase visitor occupancy. It establishes our goals that we intend to accomplish by working and collaborating with partners and stakeholders. Those goats are presented here in summary. Branding -Defining the vision, story, look and feel of all marketing materials • Curate the vision and define the Visit Carlsbad brand (story and experience). • Create campaign tag line. style guide and story that define Visit Carlsbad as a destination. • Provide art/creative direction as part of the management of all promotional activities (website. advertisements. PR. collateral. etc.) so that all efforts follow the brand on a year-to year going forward basis; and work with tourism-related businesses to integrate the brand into their websites and printed materials. Website Optimization -Leverage as the central marketing tool to inspire and influence visitors to stay, eat & play in Carlsbad • Enhance and optimize to incorporate new branding campaign and promotions. • Effectively market the Carlsbad experience through story. photography. video and promotions. Highlight attractions. establishments and events unique to the community. Include a fully populated calendar of special events & activities • Increase Call-To-Actions throughout the website collecting lead data. Interactive & Social Media Marketing -Reach a vast array of potential visitors and drive visitors to visitcarlsbad.com • Update social media profiles to match campaign branding • Create branding graphics for paid search. social media ads. e-mail. and video. • Continue to develop Facebook. Twitter. lnstagram. blog and YouTube content/followers. • Curate/ Collaborate with partners on postings and links. • Target Market based off geo. demo. interest and partner profiles via social media. • Leverage social campaigns. • Increase Engagement. • Track & analysis. Content (Text/PhotoNldeo) -Content development is a critically important component within the marketing mix for building awareness for Carlsbad as an enticing beach city • A series of video. imagery and written content will tell the story of Carlsbad to the traveling public. • Content leveraged on website. collateral materials.social media. press kits. ads. etc. • Potential story ideas include unique things to do. recreational activities. area history. events. things to see. food. beer and wine. • Leverage content from local partners and shareholders. • Develop 2 and 3 day model itineraries. • Content regarding promotions and occupancy. 12
AREAS OF FOCUS PROPOSED SUPPORT Advertising -Increase awareness. drive consumers to the website and capture lead data , Develop and implement a media plan of advertising for specific target markets. demographic and niche segments. , Media plan should include placement in a variety of media. including search / ppc ads. lnstagram/Facebook. Youtube. magazines. Hulu. radio. Pandora. ESPN etc. , Work on cooperative marketing opportunities with the Carlsbad Tourism Commission to leverage funds. , Advertise year round. as people plan their vacations well in advance of the vacation season. , Advertise based on desired results: increase occupancy in shoulder season, increase Average daily room rate in high season. Public Relations & Media Outreach -Drive traffic to Visit Carlsbad website through media coverage, generate press in targeted regional markets and curate destination-specific stories for trave~ lifestyle and niche media. , Develop a press kit leveraging graphics, video, 1 pager downloads • Development media familiarization (FAM) tours to inform travel and activity writers, blog writers and soc,al media influencers to develop media about Carlsbad. (Trips can be individualized or group.) Tours would include recreational activities, special events. arts & culture activities over a 2-3-day itinerary. The City would arrange hotel rooms, meals and media passes to key activities focused on the writer's interests and arrange meetings with key tourism contacts. • Provide ongoing fulfillment of information requests, story ideas. photos and video to media writers. Send press releases and images to Visit California to include in their content development efforts. • Attend at least one Visit California media event annually. • Leverage ad buys and increase exposure for Carlsbad leveraging key market publications. • Increase Carlsbad's voice in travel pieces among its direct competitive destinations. -CONTINUED Collateral materials -Attract potential visitors and assist them once they arrive to maximize their experience. • Design collateral pieces and distribute through local hotels & California Welcome Centers in Southern California. • Develop visitor maps (downtown and regional) • Develop model itineraries for pet vacations. bike vacations. families, romantic get-away, outdoors. Legoland, group meetings. beer tours/ tasting etc. • Design, manufacture and install downtown and Main Street banners Special Events, Tours and Attractions -Attract new visitors to the area by highlighting unique offerings, and potentially persuade them to extend their stay. • Develop / Leverage downtown events and expand events into the downtown (block parties. First Friday, weekend farmers market). • Develop / Leverage downtown walking tours (ex. mural/art tour, history tour, garden tour, Beer tasting tour). • Highlight wedding venues, nightlife meet ups. festivals, event gatherings etc. • Develop shoulder season special events (ex. a marathon. art festival. sand castle competition. etc.) • Develop local compliments to county-wide events to increase overnight visitation. • Capitalize on local area events. • Co-promote upcoming events. • Promote all local establishments and happenings. 13
KEY TEAM MEMBERS The Starmack Group is a unique and talented group of passionate professionals with interests and experiences in many fields that come together to give voice to the brands we help build. Focused on results and the demands of the ever-changing marketing dynamic. our team is committed to putting your brand first in the minds of the consumer. l!liiiiii.JI • GREG STARMACK President Greg ts a 25-year veteran of the marketing and advertising industry. with a strong fOCllS on ti avel and hosp1tahty. In 1998. Greg launched The Stat"1T1ack Group vmh the sole purpose ot crf'atinq a hospn:ality-spec1fic marketmg agencv. Oftenng strategic brand development. award-winning creauve and integrated communications services for national hotel and resort management hrms. as well as ;ndividuat bmJt1que properties. his agency has become a standout m the industry DOUG MOORE Creative Director Doug has an extensive and diverse background of cltent experiences and marketing successes. His work has involved developing strategic directions and conceptualmng creative solutions for a variety of clients 1n an array of mdustnes. among them: high tech, sports. entertamment/hosp1tallty, retail, gaming and fmancial. Clients have 1ncluded United Way. San Diego Zoo/ \/-./lid An1rnai Paik Sycuan Casino. San Diego Padres. Del Mar Thoroughbred Club and Compassionate Eye Foundat1on. MARK ZITO Associate Creative Director W1tl1 an advertising career spanning over fifteen years and no end 1n sight Ma1k has concetved. written. c.,eated and directed brcmding and advert1s111g campaigns m practically every product category imaginable His experience 1n luxury resort categof'ies u1cludes Hilton Hotels. The Hotel del Coronado Enchantment Resort and Lake Laruer Islands Resort. arnong others. Hes a1s0 worked on such flagshtp clients as Land Rover. Jaguar Toyota, Honda. Sony. Callaway Ctrnf. Intel and Oudlcomm ELLE NOVAK Media Director A nauve Californian. Elle 1s responsible for supervising all advernsing and Marketing media planning, buying, coord1nat,on anc1 post-ana!y!.t:: for Tt1e Starmdck Group. With more thttn 30 years of t>Ypenence m the advert1s1n91 medta bussnes~. on both a regional and national levet, Elles experience reads like a "Who·s Who" 1n tOday·s name brand prOducts. JARED SMITH SEO Consultant/Digital Strategist Jared Smith is the Co-Founder and Ct1ief Execuuve Officer of Talent EvollJtion. An expert in using the power of social mecha and soc.1at networking to build brands. Jared 1s passionate about helping small business owners take advantage of tile many benefits of online market1r.g. A sought-after speaker. Jared is known for engaging audiences by sharing real-life exarnp!e!;, edstly-undeistood ups and htcks. and an 1micler"s look at emerging trends. technologies and strategies. MATTHEW JAMES Senior Digital Account Manager Competitive 1ns1ghtful and organized Marketing A%oc1ate with o-1er 7 years of experience 1n social media account management. customer service. marketing techniques. public relations. personnel training. data encoding. and request processing. Matt provides f",(perti~e 1n designing useful strategies to achieve company goats utilizing knowledge in social media toots. and analyzed organizations· mat ~:et standtng to compeutors. 14
PRICING STRUCTURE Sample Scope of Services Pricing Structure $250,000 Annual Budget Scope of Services Total Budget Digital Display.. . .................. 30.000 Paid Social.... . .. .................................................... 24.000 SEM -Programmatic Search... . .............. 18.000 Native Video..... . ......................................................... 18.000 Native Display ............................................................... 21.000 Email Marketing .............................................................................. .12.000 SEO/ HubSpot... ................................................................ 12.000 MEDIA SUBTOTAL $135,000 Agency Management Fees Media Management.. .. ......... 30.000 Project Management.. .................................. 18.000 Analytics & Reporting Creative Development Content Development.. AGENCY SERVICES SUBTOTAL TOTAL SPEND Additional Budget Considerations Scope of Services 35.000 115,000 250,000 Website Redesign/ Optimization ....................... $25. 000 -$50.000 Mobile App Development & Promotion.. .. ..... $25.000 -50.000 Video Production (Online. Social. etc.) ................... $25.000 -$35,000 Branding/Marketing (Billboards. Radio. Print. etc) TBD $400,000 Annual Budget Scope of Services Total Budget Digital Display ..................................................................... 60.000 Paid Social SEM -Programmatic Search .......................................... 36.000 Native Video.... . ..... 24,000 Native Display .......................................................... 22.000 Email Marketing ........ 18.000 SEO / HubSpot... ........................................................ 12.000 Website Design Optimization ....................................................... 12.000 Video production.... . ............................................... 25.000 MEDIA SUBTOTAL $254,000 Agency Management Fees Media Management .. Project Management .. Analytics & Reporting 42,000 20.000 Creative Development/Campaigns... .. ............................... 24.000 Content Development (Online. social. banners. etc.) .... 48.000 AGENCY SERVICES SUBTOTAL 146,000 TOTAL SPEND 400,000 15
REFERENCES Ted Davis Chief Marketing Officer Benchmark Global Hospitality (281) 367-5757 Eric Gavin Chief Marketing Officer Salamander Hotels & Resorts (540) 687-3687 Cindy Gagle Director Sales & Marketing (Previously with Turtle Bay Resort) (260) 827-7727 Lori L. Lafond Media & Communications Specialist City of Rancho Mirage (760) 324-4511 Carol Church Director of Operations The Southern California Partnership for Jobs (562) 483-2044 16
THE STARMACK GROUP 1202 Kettner Blvd, Ste 308 San Diego, CA 92101 619.265.1500 LEAD CONTACT GREG STARMACK President greg@starmackgroup.com 619.405.6366 17
EXHIBIT 2
~ CLIENT REFERENCES Sample Scope of Services Pricing Structure Please review the shift in emphasis to a targeted direct marketing based approach outlined in the strategic plan to develop your proposed budget. Scope of Services Di ital Dis la Paid Social SEM -Pro rammatic Search Native Video Native Dis la Email Marketin MEDIA SUBTOTAL Agency Management Fees Media Mana ement Creative Develo ment Content Develo ment AGENCY SERVICES SUBTOTAL TOTAL SPEND Total Budget $36,000 $112,000 $24,000 $36,000 $208,000 $42,000 $42,000 $250,000
~ CLIENT REFERENCES Sample Scope of Services Pricing Structure Please review the shift in emphasis to a targeted direct marketing based approach outlined in the strategic plan to develop your proposed budget. Scope of Services Di ital Dis la Paid Social SEM -Pro rammatic Search Native Video Native Dis la Email Marketin SEO MEDIA SUBTOTAL Agency Management Fees Media Mana ement Project Mana ement Anal tics & Re ortin Creative Develo ment Content Develo ment AGENCY SERVICES SUBTOTAL TOTAL SPEND Total Budget $30,000 $60,000 $150l000 $60,000 $12,000 $7,SOQ. $2,500 $82,000 $400,000