City of Fort Bragg
Attention: Diana Sanchez, City Clerk
416 North Franklin Street
Fort Bragg, CA 95437
Jun 23, 2024
Dear Ms. Sanchez,
We are pleased to submit our proposal for the Fort Bragg Tourism Marketing Campaign. This collaborative effort between Round Agencies, True Gent, and Hersh Rephun Publicity combines our expertise in marketing, production, and public relations to promote Fort Bragg as a premier year-round destination.
Round Agencies specializes in HD video production and advising on booking engine development. Our work with major hotel chains and tourism boards includes the BookIt.com Word of Mouth Program and high-impact TV campaigns.
True Gent creates compelling visual content for brands like Hyundai, Amazon, and Toyota, delivering high-quality visuals that entertain and inform.
Hersh Rephun Publicity, known as The MESSAGE Therapist™, excels in media coverage and crafting compelling narratives for clients like Mephisto, Flip Flop Shops, and Sprig.
Our strategy includes market research, content marketing, digital marketing, public relations, website and social media optimization, and stakeholder engagement. We will provide thorough reporting and evaluation to ensure continuous improvement and maximize ROI.
We believe our combined expertise will showcase Fort Bragg's beauty and charm, driving increased visitation and economic growth. We look forward to contributing to Fort Bragg's success. Thank you for considering our proposal. We are available for any questions or discussions. Please feel free to contact any of the team leads below.
Sincerely,
Jim Finlaw Jordan Brady Hersh Rephun
Managing Partner Media Director Communications/PR
Founder, Round Agencies Founder, True Gent TV The MESSAGE Therapist™ Denver, Colorado Los Angeles, CA Los Angeles, CA
[email protected] [email protected] [email protected] 303-378-3739 323-816-8860 310-850-2353
1 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend Table of Contents
A. Firm Description 4
Cooperative Effort 4
A Cooperate and MultiState Agency Featuring Round Agencies, True Gent TV and Hersh Rephun - The MESSAGE Therapist™ 4
Round Agencies 5
Capabilities 5
Notable Projects 5
True Gent 6
Capabilities 6
Hersh Rephun Publicity 7
Capabilities 7
Notable Projects 7
B. Relevant Experience 7
Round Agencies 7
True Gent TV 8
Hersh Rephun Publicity 8
C. Key Personnel Qualifications Multistate Talent 8
Managing Partner 8
Media 9
Communications 9
Digital Strategy 9
AI Art Director 9
Product Manager 10
D. References 10
E. Scope of Work 12
Project Background 12
Key Performance Indicators (KPIs) 12
Scope of Work 13
1. Market Research & Audience Analysis 13
2. Content Marketing & Brand Storytelling 13
3. Digital Marketing & Paid Advertising 13
4. Public Relations & Influencer Marketing 14
5. Website & Social Media Optimization 14
6. Stakeholder Engagement & Industry Collaboration 14
Reporting & Evaluation 15
Conclusion 15
F. Budget and Schedule of Charges 15
G. Work Schedule 16
Work Breakdown Schedule 17
2 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend A. Firm Description
Cooperative Effort
This proposal is a cooperative effort between Round Agencies, True Gent, and Hersh Rephun Publicity. By combining our strengths and expertise, we are uniquely positioned to provide comprehensive and innovative solutions that meet the diverse needs of our clients. Together, we offer an unparalleled range of services in marketing, production, and public relations, ensuring a holistic approach to every project.
A Cooperate and MultiState Agency Featuring Round Agencies, True Gent TV and Hersh Rephun - The MESSAGE Therapist™
Round Agencies
Round Agencies is a leading marketing and communications company specializing in HD video production and app development. We have extensive experience working with some of the largest hotel resort chains and tourism boards in the world, delivering innovative and impactful marketing solutions.
Capabilities
● HD Video Production: Creating high-definition video content for a variety of platforms and purposes.
● App Development: Developing iPhone, iPad, and Android apps for health, fitness, and travel sectors.
● Trans-media Strategies: Executing integrated marketing strategies across multiple media channels.
3 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend Notable Projects
● BookIt.com Word of Mouth Program: Produced the largest library of testimonial-based online travel content in the world, with over 125 programs for hotels, tourism boards, excursions, and activities.
● Hotel and Tourism Board Accounts: Managed multi-annual accounts with major hotel resort chains including Riu Resorts, Melia Resorts, Holiday Inn, Westin, and Hilton across various markets in the US, Mexico, Costa Rica, Jamaica, Dominican Republic, and Aruba.
● Television Campaigns: Produced television campaigns for BookIt.com aired on Food Network, The Travel Channel, Comcast, Fox News, and CNN; coordinated with media buying agencies.
● Trans-media Campaigns: Created and executed strategies for pre-roll campaigns, embedded video promotions, SpotXChange, YouTube paid videos, and regional campaigns, including Pandora Radio.
● Long Form Commercials: Produced the "Top Five Resorts of Mexico and Caribbean" long-form commercial.
● Customized Sales Collateral: Developed customized business cases, iPad sales kits, market manager presentations, tourism board presentations, iBooks sales kits, and customized sales videos.
Website: Round Agencies
True Gent
True Gent is a cutting-edge production company specializing in creating compelling visual content that resonates with audiences. Our portfolio includes a diverse range of projects from television shows to digital media, showcasing our versatility and creativity. True Gent is committed to producing high-quality content that not only entertains but also informs and engages viewers.
Capabilities
● Commercial Production: Creating impactful commercials that enhance brand visibility and consumer engagement.
● Digital Media: Producing engaging digital content for various platforms. ● Collaborative Projects: Partnering with other agencies and brands to deliver unified marketing campaigns.
4 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend Notable Projects
● Hyundai: Produced impactful visual content that elevated the brand’s advertising campaigns.
● Amazon (NFL Thursday Night): Created dynamic content that engaged a broad audience.
● Toyota: Delivered compelling videos in collaboration with agencies like Saatchi LA.
● RAM Trucks: Created powerful visual narratives with Sapient Publicis. ● Buick: Crafted visually appealing content with Leo Burnett Detroit. ● Home Depot/Blinds.com: Produced effective marketing content with Oxford Rd.
Website: True Gent
Hersh Rephun Publicity
Hersh Rephun Publicity, also known as The Message Therapist, is a renowned public relations firm known for crafting compelling narratives and securing extensive media coverage for clients. With a deep understanding of the media landscape and a strategic approach to public relations, we help clients build and maintain a positive public image.
Capabilities
● Media Relations: Securing media coverage that enhances client visibility and reputation.
● Brand Strategy: Developing strategies that align with client goals and market positioning.
● Crisis Communications: Managing communications during crises to protect and maintain client reputation.
Notable Projects
● Corner Bakery: Boosted visibility and positive public perception through strategic PR efforts.
● BMW: Reinforced brand prestige and innovation through extensive media coverage.
● Where2Next/Mephisto: Developed an integrated campaign to boost brand awareness and engagement.
Website: Hersh Rephun PR & Communications
5 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend B. Relevant Experience
Round Agencies
Round Agencies has significant experience working with rural destinations and major tourist markets, delivering successful promotional programs with proven results.
Some of our relevant experiences include:
● BookIt.com Word of Mouth Program: Created over 125 testimonial-based online travel content programs for hotels, tourism boards, excursions, and activities, significantly boosting engagement and bookings.
● Hotel and Tourism Board Accounts: Managed accounts with major hotel chains and tourism boards across various markets, enhancing their visibility and attracting more visitors.
● Trans-media Campaigns: Executed integrated marketing strategies across multiple channels, driving high ROI and increasing tourist engagement.
True Gent TV
True Gent has a proven track record in producing high-quality visual content that effectively promotes rural destinations. Our relevant experience includes:
● Collaborative Projects with Major Brands: Worked with Hyundai, Amazon (NFL Thursday Night), Toyota, RAM Trucks, Buick, and Home Depot/Blinds.com, creating engaging content that resonated with diverse audiences. ● Unified Marketing Efforts: Partnered with other agencies and brands to deliver cohesive and impactful marketing campaigns, ensuring consistent messaging and maximum reach.
Hersh Rephun Publicity
Hersh Rephun Publicity excels in public relations and brand strategy, with a strong focus on enhancing visibility for rural destinations. Our relevant experience includes:
● Media Relations for Rural Destinations: Secured extensive media coverage for clients, boosting their profile and attracting more visitors. ● Collaborative Efforts: Worked with various marketing agencies and internal teams to deliver unified PR strategies, ensuring cohesive messaging and high-impact results.
● Where2Next/Mephisto: Developed a campaign specifically targeting the travel sector to enhance brand visibility and engagement.
6 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend C. Key Personnel Qualifications Multistate Talent
Managing Partner
Jim Finlaw, Denver, Colorado
LinkedIn Profile
Jim Finlaw brings extensive experience in marketing and communications, specializing in HD video production and app development. Numerous high-profile projects, including the Word of Mouth Program and multi-annual accounts with major
hotel chains and tourism boards.
Media: Jordan Brady,
Los Angeles California
LinkedIn Profile
Jordan Brady is a seasoned media professional with a wealth of experience in commercial production. As a director and founder of True Gent, Jordan has led numerous successful campaigns for top brands, showcasing his ability to create compelling visual content that engages and informs audiences.
Communications: Hersh Rephun,
Los Angeles California
LinkedIn Profile
Hersh Rephun is an expert in public relations and brand strategy. With over two decades of experience, Hersh has a proven track record of securing extensive media coverage and crafting compelling narratives that enhance client visibility and reputation.
Digital Strategy: Jeffry Yen, Metro Seattle WA
LinkedIn Profile
Jeffry Yen is a digital strategy specialist with extensive experience in developing and executing integrated marketing campaigns. His expertise in digital media and strategic planning has driven significant results for numerous clients, ensuring maximum ROI and
engagement.
7 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend AI Art Director:Hock Ng, Metro NYC
LinkedIn Profile
Hock Ng is an AI Art Director with a deep understanding of AI technologies and their applications in creative projects. His innovative approach to AI-driven art and design enhances the visual impact of marketing campaigns, delivering unique and engaging content.
On Camera Talent/Lifestyle Writer Sheena Steedman Salt Lake City UT
LinkedIn Profile
Sheena Steedman is a versatile on-camera talent and lifestyle writer with a knack for creating relatable and engaging content.
Her experience in lifestyle writing and on-camera presentations brings a unique and personable touch to marketing campaigns.
Product Manager Albert Fong, San Francisco California
LinkedIn Profile
Albert Fong is a skilled product manager with a strong background in overseeing the development and execution of marketing projects.
His expertise in project management and strategic planning ensures that all initiatives are delivered on time and meet the highest standards of quality.
8 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend D. References
Below are references who can provide insight into our capabilities and the successful projects we have completed. Each reference is knowledgeable about our work and can attest to the quality and impact of our marketing, production, and public relations efforts.
Fernando Robles
Industry: Travel and Hospitality
Title: Marketing Manager
Market: Cancun, Mexico
LinkedIn Profile
[email protected]
Phone Number is International, Available Upon Request
Fernando Robles has worked closely with our team on multiple projects involving high-definition video production and digital marketing strategies.
Michael Aucoin
Industry: Travel and Hospitality
Title: Travel Marketing Executive
Market: New Orleans, LA
LinkedIn Profile
[email protected]
504 -515-4042
Michael Aucoin has collaborated with us on numerous media production projects. His insights into our ability to create compelling visual content and manage large-scale media campaigns highlight our expertise in the field and our commitment to delivering high-quality results.
Federico Alfaro
Industry: Travel and Hospitality
Hilton Hotels
Markets: Costa Rica, Cancun, Las Vegas
LinkedIn Profile
[email protected]
Phone Number is International, Available Upon Request
Federico Alfaro has partnered with our team on several public relations and brand strategy initiatives. His experience with our strategic approach and our ability to secure extensive media coverage demonstrates our effectiveness in enhancing client visibility and reputation.
James Rowley
LinkedIn Profile
Founder, Woolloomooloo (former CEO, Mephisto USA)
Industry: Apparel/Footwear
Location: Los Angeles, CA
[email protected]
512-589-9094
9 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend E. Scope of Work
Project Background
This proposal outlines a comprehensive marketing strategy to revitalize tourism in Fort Bragg, California. Our goal is to increase overall visitation, particularly during the shoulder seasons of Winter and Spring. Additionally, we aim to extend the length of stay per visit and encourage visitors to spend more per day.
Key Performance Indicators (KPIs)
The success of this campaign will be measured by the following KPIs:
● Increased tourism spending
● Increased gross lodging tax revenues
● Increased gross sales tax revenues
● Increased volume of first-time visitors
● Growth of off-season visitation
● Increased website and social traffic
● Increased overall visitor engagement throughout all outreach channels ● Increased stakeholder engagement throughout the Visit Us program Scope of Work
1. Market Research & Audience Analysis
● Task: Conduct in-depth market research to understand current visitor demographics, travel habits, and preferences.
● Completion: Analyze existing data from the town, local businesses, and tourism boards. Conduct online surveys and focus groups with target audiences. ● Evaluation: Identify ideal visitor profiles, preferred activities, and pain points (e.g., lack of awareness of off-season attractions).
2. Content Marketing & Brand Storytelling
● Task: Develop engaging content showcasing the unique charm of Fort Bragg across all seasons.
○ Blog posts, high-quality photos and videos, and interactive elements. ● Completion: Create a content calendar with themes and topics relevant to target audiences. Partner with local businesses and influencers to create authentic content.
○ Cool Hotspots - Profile key tourist locations and their unique history 10 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend ○ A Day in the Life at Fort Bragg by persona (Adventurist, Naturalist, etc.) covering hotspots, activities
○ Local Business Spotlight - Interview individual owners about their businesses
○ Why Fort Bragg - Feature local individuals on why they choose to live there
● Evaluation: Track website traffic, social media engagement, and content downloads to measure content effectiveness. Utilize analytics tools to identify high-performing content.
3. Digital Marketing & Paid Advertising
● Task: Implement targeted digital marketing campaigns to reach potential visitors beyond the shoulder seasons. SEO, PPC advertising, social media advertising, and email marketing.
● Completion: Utilize keyword research tools to optimize website content for relevant search terms. Develop targeted ad campaigns on Google Ads, social media platforms, and travel-specific websites. Integrate email marketing to nurture leads and promote special offers.
● Evaluation: Monitor website traffic sources, analyze ad campaign performance data (impressions, clicks, conversions), and track email open rates and click-through rates to measure ROI.
4. Public Relations & Influencer Marketing
● Task: Secure media placements for Fort Bragg in travel publications, online media outlets, and local/regional newspapers. Partner with relevant travel bloggers and influencers to promote the destination.
● Completion: Develop press releases highlighting new events, attractions, or seasonal offerings. Pitch stories to relevant media contacts and facilitate media visits. Partner with influencers with established audiences who align with the target demographics.
● Evaluation: Track media coverage, monitor social media mentions generated by influencers, and analyze website traffic spikes resulting from media placements.
5. Website & Social Media Optimization
● Task: Enhance the user experience of Fort Bragg’s website and optimize social media profiles. Leverage the personas in the “Experiences” section of the website to provide unique perspectives.
11 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend ● Completion: Ensure the website is mobile-friendly and provides clear information about attractions, events, and accommodation options. Implement user-friendly features like booking engines and interactive maps. Optimize social media profiles with engaging content and relevant hashtags. ● Evaluation: Track website bounce rate, conversion rates, and time spent on site.
Monitor social media engagement metrics and measure the growth of website and social media followers.
6. Stakeholder Engagement & Industry Collaboration
● Task: Foster collaboration with local businesses, hotels, restaurants, and event organizers. Develop a comprehensive Visit Us program for stakeholders with marketing resources and tools.
● Completion: Organize workshops and training sessions for stakeholders on digital marketing best practices. Facilitate networking opportunities with other tourism destinations in the region.
● Evaluation: Track the participation rate in workshops and events. Monitor feedback from stakeholders through surveys and meetings. Measure their engagement in the Visit Us program and co-marketing initiatives.
Reporting & Evaluation
We will provide comprehensive monthly reports detailing campaign performance across all channels. Reports will include:
● Key performance indicator (KPI) tracking
● Analysis of website traffic and social media engagement ● Insights on campaign effectiveness and recommendations for optimization Conclusion
By implementing this comprehensive marketing strategy, we are confident in propelling Fort Bragg to become a thriving year-round tourist destination. Increased tourism spending will lead to higher tax revenue for the town, benefiting local businesses and the overall economy. Our data-driven approach ensures continuous improvement and a maximized return on investment.
12 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend F. Budget and Schedule of Charges
Deliverable Description Not to
Exceed
Market Research & Audience
Analysis
Conduct surveys, focus groups, data
analysis
$15,000
Content Marketing & Brand
Storytelling
Develop blog posts, videos, social media
posts, interactive elements
$25,000
Digital Marketing & Paid
Advertising
SEO, PPC advertising, social media
advertising, email marketing
$30,000
Public Relations & Influencer
Marketing
Secure media placements, partner with
influencers
$20,000
Website & Social Media
Optimization
Enhance website functionality, optimize
social media profiles
$15,000
Stakeholder Engagement &
Industry Collaboration
Organize workshops, develop Visit Us
program
$10,000
Reporting & Evaluation Monthly reports detailing campaign performance and ROI
$5,000
Miscellaneous Costs Printing, design, distribution of
marketing materials, media buying fees
$10,000
13 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend G. Work Schedule
Task Description Timeline
Project Kickoff Initial meeting to discuss project scope, objectives, and timelines
Week 1
Market Research &
Audience Analysis
Conducting surveys, focus groups, and data
analysis
Weeks 2-4
Content
Development
Creating content including blogs, videos,
and social media posts
Weeks 5-8
Digital Marketing
Setup
Setting up SEO, PPC, and social media
advertising campaigns
Weeks 6-8
Public Relations &
Influencer Outreach
Developing press releases and partnering
with influencers
Weeks 6-9
Website & Social
Media Optimization
Enhancing website functionality and
optimizing social media profiles
Weeks 7-10
Stakeholder
Engagement
Organizing workshops and training sessions
for local businesses
Weeks 9-11
Campaign Launch Launching marketing campaigns across all channels
Week 12
Ongoing Monitoring
& Optimization
Continuously monitoring campaign
performance and making necessary
adjustments
Weeks 12-24
(ongoing)
Reporting Providing comprehensive reports on
campaign performance and ROI
Monthly,
starting Week
16 14
Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend Work Breakdown Schedule
Phase Task Subtask Start
Date
End
Date
Responsibility
Phase 1:
Planning
Project
Kickoff
Initial
meeting and
scope
discussion
Week 1 Week 1 All agencies
Market
Research &
Audience
Analysis
Conduct
surveys,
focus groups
Week 2 Week 4 Round
Agencies
Data analysis Week 2 Week 4 Round
Agencies
Phase 2:
Content
Creation
Multichannel
Content
Development
Create
content
calendar
Week 5 Week 5 True Gent
Develop blog
posts, videos,
social media
posts
Week 5 Week 8 True Gent
Phase 3:
Digital
Marketing
Digital
Marketing
Setup
SEO, PPC,
social media
advertising
campaigns
Week 6 Week 8 Round
Agencies
Phase 4:
Public
Relations
Public
Relations &
Influencer
Outreach
Develop
press
releases,
partner with
influencers
Week 6 Week 9 Hersh
Rephun
Publicity
Phase 5:
Optimization
Website &
Social Media
Optimization
Enhance
website
functionality,
optimize
profiles
Week 7 Week 10 Round
Agencies
15 Proposal Response For City Of Fort Bragg, California: Boosting Travel Visitors, Interest, And Spend Phase 6:
Engagement
Stakeholder
Engagement
Organize
workshops,
develop Visit
Us Program
Week 9 Week 11 Round
Agencies
Phase 7:
Launch &
Monitor
Campaign
Launch
Launch
marketing
campaigns
across all
channels
Week 12 Week 12 All agencies
Ongoing
Monitoring &
Optimization
Monitor
performance,
make
adjustments
Week 12 Week 24 All agencies
Phase 8:
Reporting
Reporting Provide
monthly
reports on
performance
and ROI
Week 16 Ongoing All agencies
Attachments: Standard Professional Service Agreement - Filled Out And Signed - Will be Emailed To Diana Sanchez.
16