Attachment A – Scope of Work – CDA Marketing Services
EXHIBIT A
SCOPE OF WORK
1. PROJECT OVERVIEW & OBJECTIVES
The following scope of work details Creative Digital Agency’s (CDA) approach for this project. It will include work with the CITY led by the Chief Fiscal Sustainability Officer in the implementation of the Economic Development Marketing Opportunities defined in the Pacifica Marketing Study and Gap Analysis prepared by CONSULTANT. The work will include developing marketing strategies and services that lead to rapid improvements and results in the Pacifica business sector.
2. PRIORITY WORK AREAS
The CITY is interested in pursuing all 14 of the marketing opportunities defined in the Pacifica Marketing Study and shown in Exhibit A-1 (List of Marketing Opportunities) and Exhibit A-2 (Pacifica Marketing Study and Gap Analysis). In the initial work on this project during the first 12 months, the CITY will work with CONSULTANT and CONSULTANT will provide marketing services that prioritize these four opportunities:
1. SHOP PACIFICA
CITY has launched a Shop Pacifica eGift Card Program with the assistance of CONSULTANT and Yiftee. The program is designed to stimulate spending at local Pacifica businesses. It has already resulted in almost $1,000 in additional dollars coming into the local Pacifica economy.
The work in this area will build on the initial marketing and design work of CONSULTANT to produce the Shop Pacifica logo, business card, marketing material and graphics in coordination with the CITY.
CONSULTANT will assist CITY in moving the program from its current “soft launch” phase to a full launch. This will include various marketing channels and campaigns can be used to promote this new offering such as Blog Posts, Social Media Posts, the Connect with Pacifica Newsletter, Posters and Flyers at Local Businesses and Events and a Holiday Gift Card Campaign. It will also include developing program social media on Instagram and the Web, launch materials and announcements to gain coverage in news media, facilitating stories through social media and travel influencers and an anticipated eGift Card bonus program.
2. WORKCATIONS
CONSULTANT has identified an opportunity for CITY to stimulate the Hotel sector of the local economy by marketing hotels in Pacifica as an ideal location for Workcations. This initiative will build upon Pacifica’s unique location, its proximity to San Francisco and the San Francisco International Airport and Pacifica hotels with beachfront rooms and views that are inspirational settings for creativity and projects.
Attachment A – Scope of Work – CDA Marketing Services
CONSULTANT will assist CITY in launching the Workcations program using social media including Instagram and the City website, local blogger, influencer and news media coverage and articles marketing Pacifica hotels as an ideal Workcation location.
3. SOCIAL MEDIA
CONSULTANT has identified a need for Pacifica to improve its presence and effectiveness with social media channels. Other coastal and travel destinations in the area have much higher and effective social media presence and reach than Pacifica.
CONSULTANT will assist CITY in improving Pacifica’s social media traffic and reach. This may include high quality visual content that is consistently posted is key to attracting and retaining followers and raising awareness about Pacifica, sharing events in local surrounding Facebook groups to gain more exposure of events as well as Pacifica businesses, growing a social media presence that can generate increased revenue for the City as it will assist in exposure and communication of events, activities and local shops, restaurants and hotels, reach Travel and lifestyle influencers on Social Media that drive highly-effective advocacy for visitors who have never before considered a trip to Pacifica, or who wouldn’t know what to spend money on when they arrived. Primarily, social media services will revolve around expanding the reach and engagement rates from a visitor population, while additionally increasing the reach of relevant content posted by local businesses on their own social media pages.
4. PRINTED BANNER DESIGN: PALMETTO & SHARP PARK
CONSULTANT has identified an opportunity for Pacifica to increase awareness for shop local and overnight visitation efforts though the printed outdoor banner placements along Palmetto & Sharp Park.
CONSULTANT will assist CITY by providing graphic design services for these outdoor banner placements. The Palmetto placements shall be used to promote shopping at local merchants and the Shop Pacifica program to residents. These banners could be rotated out to promote upcoming annual events, as well. The banner placements along Sharp Park shall be used to promote shopping at local merchants and overnight visitation to increase hotel stays and will be designed to be easily seen by drivers passing by, with evergreen messaging designed to not require seasonal rotation of the banners themselves.
3. FUTURE WORK AREAS
As noted in Section 2, CITY will also work with CONSULTANT on other opportunities defined in the Pacifica Marketing Study and Gap Analysis (Exhibit A-1) and other opportunities that may arise. The goal of the work is to provide flexibility for CITY to receive the full benefit of the expertise and resources of CONSULTANT during the term of this agreement.
Attachment A – Scope of Work – CDA Marketing Services
4. KEY PERFORMANCE INDICATORS
CONSULTANT will provide CITY with Key Performance Indicators or “KPIs” each month that measure the success of the results of the marketing program designed by CONSULTANT in consultation and coordination with CITY. These Metrics Will Be Used to Measure and Report Marketing Performance, Month-Over-Month:
EARNED MEDIA (i.e., PR efforts)*
• “# of Published Posts” - The total number of stories/articles/videos published by an outside organization (i.e., a newspaper writing an article about Pacifica)
• “Traditional Audience” - The estimated number of people exposed to nondigital media (i.e., TV & print) • “Digital Coverage Views” - The estimated number of people exposed to digital media
• “PR Social Shares” - The estimated number of people who shared a piece of digital media on their own social media channel (i.e., sharing a newspaper article they read on their Facebook page). Does not include content shared on or from Visit Pacifica’s own social media channels.
OWNED MEDIA (i.e., Pacifica’s websites, newsletters, and owned social media channels)*
• “Follower Count” - How many people have requested to receive Visit Pacifica’s social media content
• “Reach” - How many unique people or devices are being exposed to marketing efforts
• “Engagement Rate” - Percentage of people who interact with digital media, such as “liking” a Facebook post, or leaving a comment • “% Visitors” - The percentage of people reached who do NOT live in Pacifica
• “Search Volume” - The average number of monthly online searches (for the previous 12 months) related to Pacifica and its attractions/businesses • “Hashtag Volume” - How many total social media posts around the world include hashtags specifically related to Pacifica and its attractions/businesses.
PAID MEDIA (i.e., advertising)*
• “Impressions Served” - Measures the volume of advertising. An impression equals one ad, served one time, to one person. • “Clicks” - Measures the number of clicks or taps on digital advertising (i.e., clicking on an ad to visit a web page)
• “Video Views” - For video advertising; measures how many times people actually watch a portion of a video ad without scrolling away or clicking away
*Note: These are general, non-technical definitions
Attachment A – Scope of Work – CDA Marketing Services
EXHIBIT A-1
List of 14 Marketing Opportunities in Pacifica
1. Workations Marketing Campaign
2. Attracting Trade Conferences
3. Branding Unique Neighborhoods
4. Promote Citywide Gift Cards Program
5. Attract New Businesses
6. Promote Shop Local
7. Printed Banner Design; Palmetto & Sharp Park
8. Updates & maintenance for City Web presence
9. Local Communications
10.Analytics
11.Social Media Services
12.Bloggers & Influencers
13.Events/Activities – “Crazy for Crab”
14.Events/Activities – “Pop Up Market”
Attachment A – Scope of Work – CDA Marketing Services
EXHIBIT B
Compensation
CITY shall pay CONSULTANT for the Services on a cost reimbursement basis as outlined in Exhibit B-1, up to the Cost Ceiling (as defined in Section 2.1 of the Agreement).
CONSULTANT agrees to use appropriate methods to contain its fees and costs under this Agreement. Compensation shall include only the following costs, which shall all count toward the Cost Ceiling.
Attachment A – Scope of Work – CDA Marketing Services
EXHIBIT B-1
Note: The specific allocation of services and costs within this budget is subject to change with City input and approval during the term of the contract, in response to evolving developments, needs, and conditions in within the city (including, for example, changes related to the ongoing COVID-19 pandemic), as well as any relevant new insights or information that informs more optimal allocation of the different services below.
Additional work outside the scope of this agreement may be performed upon request during the term for a blended hourly rate of $110/hr across all services.
Paid Media Services (Paid Advertising) Not To Exceed (NTE) Paid Search Ads/Search Engine Marketing (SEM) $7,500
Display Ads (Digital Video & Banner Ads): 4M impressions $20,000 Social Media Ads: 7,127 clicks $21,380
NOT TO EXCEED TOTAL – PAID MEDIA $48,880
Marketing Services
Account Management: $220/month for 24 months $5,280
PR Retainer $2,500/month for 12 months $30,000
Social Media Services $2,000/month for 24 months $48,000 Web Maintenance & Updates: $330/month for 24 months $7,920 Print/Graphic Design: $880/asset, 4 unique assets $3,520 Print/Video Content: $1,600/day for 4 days $6,400
NOT TO EXCEED TOTAL – MARKETING SERVICES $101,120
NOT TO EXCEED TOTAL – 24 MONTHS $150,000
Definitions:
• Impressions: measures the volume of advertising. One impression equals one ad, served one time, to one person.
• Clicks: measures interactions with a digital advertisement; a person tapping or clicking a link on an ad