Pismo Beach City Council
May 17, 2022

PISMO BEACH CVB AGENDA REPORT
Agenda Item #4.A

SUBJECT/TITLE:

RECOMMENDATION FOR AWARD OF TOURISM MARKETING CONTRACT

RECOMMENDATION:

Accept marketing proposal from the agency recommended by the CVB/LBID Advisory Board Marketing Subcommittee and recommend the City Council award TJA Advertising and Public Relations the 2022-2025 CVB/LBID Marketing contract.

BACKGROUND:

The City’s current contracts with TJA Advertising & Public Relations (“TJA Advertising”) for promotion and marketing services for the Conference & Visitors Bureau (CVB) and for the Lodging Business Improvement District (LBID) expire on June 30, 2022. Based on a review of other recent proposals (Visit SLO CAL and See Monterey) and of the City’s needs, staff created a Request for Proposal for these services to begin July 1, 2022, through June 30, 2025. The proposal is attached (Attachment 1).

The RFP was comprehensive, and a process was established to ensure fairness and competitiveness. Staff solicited the Visit SLO CAL Chief Marketing Officer to provide recommendations of full-service agencies which were included in the list of recipients.

We also asked Travel Vertical, which list RFP requests for destination marketing organizations domestically, to share the request for proposal on their website.

Fourteen marketing agencies (Attachment 2) requested and received the RFP. On March 25, 2022, four marketing agencies submitted proposals. On April 7, 2022, the CVB Marketing Selection Subcommittee met to review and score the proposals. The Marketing Selection Subcommittee included the Chief Marketing Officer of Visit SLO CAL, The Sales and Marketing Director for Santa Barbara Hotel Group, the President of the Pismo Beach Hospitality Association, the Conference & Visitors Bureau Advisory Board Chairman and Vice Chairman and the Tourism & Events Director. Based on scores after review of the submitted materials, the top two marketing agencies, Madden Media based in Tucson, Arizona and TJA Advertising based in Pismo Beach, California were invited to present their proposal to the Marketing Selection Subcommittee on April 13, 2022 (Attachment 3).

Today, staff is presenting the Marketing Selection Subcommittee’s recommendation to the CVB/LBID Advisory Board. The Marketing Selection Submission overwhelmingly agreed to select TJA based on their responsiveness to the RFP, understanding of the community and their high scores from the raters (Attachment 4).

TJA Advertising & Public Relations also received positive feedback from all of their references.

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Conclusion and Recommendation
Move to accept marketing proposal from agency recommended by the Marketing Subcommittee and recommend award to TJA for the 2022-2025 CVB/LBID Marketing contract, pending final approval from City Council.

FISCAL IMPACT:

LBID 2023 $1,121,500 2024 $1,177,523 2025 $1,236,399
CVB 2023 $ 222,954 2024 $ 222,954 2025 $ 222,954

Modifications will be made to the LBID marketing budget for ISA and special events.

Modifications will be made to the CVB marketing budget to account for stewardship.

ALTERNATIVES:

1. Deny the Marketing Selection Committee recommendation.

2. Request more information.

ATTACHMENTS:

1. Request for Proposal

2. List of Agencies

3. Final Proposals

4. Proposal Criteria

EXHIBIT:

1. CVB Budget

2. LBID Budget

Submitted by: Gordon Jackson, Director Meeting Date: April 20, 2022

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

City of Pismo Beach
Tourism and Events Department
760 Mattie Road, Pismo Beach, CA 93449
Office: (805) 773-7034
Fax: (805) 779-1202
www.ExperiencePismoBeach.com

02-25-2022

Dear Marketing Professional,

The City of Pismo Beach invites you to submit a Tourism Marketing Proposal. We are seeking a full-service, experienced tourism marketing / public relations consultant who can provide professional guidance and oversight and implementation and analysis regarding marketing and communications programs designed to attract tourists to our city. It is desired that the proposal be thorough and include examples of work. The proposal contents, goals, and objectives should be clear in the attachments.

The current Marketing/Media services for the Pismo Beach Conference & Visitors Bureau ends June 30, 2022. A contract will be provided by the City and substantially attached to the RFP.

The city is sending this RFP to a minimum of three firms. Please advise if you intend to submit a proposal. Requests for information should be directed to [email protected]. I will attempt to provide all interested parties with clarifications as inquiries are made.

Interested parties are requested to submit three copies of the proposal, references, and one copy of your current tourism work, by 5:00 pm, Friday, March 25,2022, to the following address:

City of Pismo Beach
Tourism and Events Department
Attn: Gordon Jackson
760 Mattie Road
Pismo Beach, CA 93449

Thank you for your time and interest. We look forward to your proposal.

Gordon Jackson
Director

Enclosures: Request for Proposal 3 Pages
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Request for Proposals
Tourism Marketing Program
For the City of Pismo Beach

The City of Pismo Beach is seeking proposals for its tourism marketing outreach program.

All Proposals must be received by the Pismo Beach Conference & Visitors Bureau by 5:00 pm, Friday, March 25, 2022. Proposals received after this time will not be considered. Three copies of the proposal must be submitted in a sealed envelope plainly marked with the proposal title.

The goal is to find an experienced tourism marketing firm that can provide professional guidance, oversight, and implement marketing and communications programs designed to attract tourists to the City of Pismo Beach.

Overview

The Conference & Visitors Bureau (CVB) administers the City’s efforts to promote tourism to Pismo Beach, thereby enhancing the City’s General Fund revenue through Transient Occupancy Tax receipts and, to a lesser but significant extent, through Sales Tax receipts. The mission is to increase overnight visitorship, and visitor expenditures, with emphasis on mid-week and off-season tourism.

The CVB is responsible for traditional and electronic media advertising in core market regions and new market areas, participation in consumer and industry trade shows, and development and maintenance of ongoing relationships with travel writers and other media representatives.

SCOPE OF WORK

The Marketing Agency team manages a number of responsibilities including (but not limited to):

x Setting marketing strategy that supports strategic imperatives and goals x Managing budgets
x Integrating all aspects of marketing communication including advertising, digital, PR, branded content, social media, group sales, sponsorships, etc. x Liaising with Pismo Beach CVB tourism stakeholders including board leadership, committees, and other stakeholders
x Guiding marketing activities designed to showcase Pismo Beach’s citywide range of tourism experiences
x Targeting local, regional, national, niche and industry market segments x Tracking and reporting out on measurable outcomes from marketing communication activities

Agency teams will be required to collaborate with the City to form strategic recommendations and efficiently execute Pismo Beach CVB’s marketing program, including research and information sharing, planning, optimization, analytics, and Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

reporting. Pismo Beach is seeking not simply an “ad agency”, but a long-term partner that will be integral in these efforts and share a dedication to success.

The General Scope of Work includes the following:

Strategy: Working closely with our team, collaborate on strategy to develop, execute, and track results against an annual marketing plan that supports the strategies set forth by Pismo Beach CVB. Includes strategic direction, creative strategy, brand development, media plan, and cooperative plan.

Creative & Production: Produce creative material and manage the process of working with subcontractors as needed. Bring to final form the approved advertising materials to run/air on behalf of Pismo Beach CVB.

Creative materials may include but are not limited to:

x print advertising
x website design
x broadcast (TV/CTV, radio, video) assets
x digital banners
x signage, collateral, sales materials, etc.

Content Planning: Work with Pismo Beach CVB to develop a comprehensive, marketing plan that uses market intelligence to shape strategy and includes goals specific to the agency’s scope; defined target markets, audiences and opportunities; strategies/tactics to achieve success; specific action steps that guide and track workload; and measurable outcomes.

Media Planning & Buying: Develop and prepare media plans for each target market, primarily leisure and group, possibly some international. Utilize research and market insights to develop strategic recommendations for budget allocation and market prioritization. Leverage paid media partnerships and placements as a means to effectively distribute and amplify owned and earned content. Provide Pismo Beach CVB with insights on emerging trends and new media to continually evolve and reach the target audience.

Work with the Pismo Beach CVB to develop cooperative marketing programs to amplify the efforts of our members and stakeholder businesses.

Reporting & Analytics: Regular monthly reporting on campaign and brand continuity program performance utilizing expertise, agency tools, data, partnerships, and other resources to manage program efficiency and performance. End of campaign wrap up reports, including screenshots of all assets, dashboard of goal performance and executive summary of key takeaways that include qualitative and quantitative results mapping to larger objectives.

Research: Participate as needed in customer insight, creative testing, and segmentation research. Provide data, creative assets and/or insights as requested for Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Pismo Beach CVB Market Intelligence research and reporting. Connect with research partners including SMARI and SLOCAL as needed.

Event Planning

Organize and attend special events that promote the City’s brand and that will market the destination.

Firm will work with the Tourism and Events Director, Tourism and Events Tourism Coordinator and the CVB/Lodging Business Improvement District (LBID) Board of Directors to provide guidance in all aspects of tourism marketing, including both paid and non-paid advertising.

Compensation

Design and production of all advertising will be billed based on a compensation model proposed by the contractor. The compensation model proposed by the contractor may be considered if in the best interests of the City. Please state in your proposal your fees for performing the Scope of Work, i.e., production of print, broadcast, collateral project work, account service, media buying, public relations and attending monthly Board Meetings.

Any additional projects (if any) outside the scope of work will be billed based on the agreed upon compensation model and will be determined by the CVB and its CVB/LBID Board. Please advise if you would be willing to work on a monthly retainer, and the proposed cost. The successful firm will be required to enter into a written agreement with the City in substantially the form attached to this RFP. Please specifically identify any contractual terms that your firm proposes to change in a final contract. Such proposals may or may not be accepted in the City’s sole discretion. Failure to include such contractual changes shall be deemed to signify the firm’s acceptance of the form of agreement.

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

QUALIFICATIONS

x Minimum of five years’ experience in tourism advertising/marketing for a destination with extensive experience in local, regional, and national media placement as well as other tourism related applications. These applications include both traditional and non-traditional forms of advertising, promotion, and public relations

x Extensive knowledge and experience of all aspects of tourism marketing including digital, print, radio, television, email campaigns, and social media approaches

x Firm should be ready, able, and qualified to perform the public relations functions

x The ability to perform project management duties including, but not limited to, account services, client meetings, strategic planning, billing, tracking, and other account management duties

x Organize and attend special events that will market the destination

x Firm should have background working with other City and County organizations, particularly in tourism areas. Past management of coastal or major tourism destination is preferred

x Knowledge of the City of Pismo Beach and its target markets

x Firm should be able to offer excellent customer service

EACH PROPOSAL MUST INCLUDE THE FOLLOWING:

x Qualifications as it relates to those requested by the City

x Statement of objectives and general approach toward the marketing effort – your philosophy

x Specific breakdown of your hourly fees or other compensation models and costs to perform other projects outside the scope of work

x Résumé of tourism marketing experience and samples of previous work

x List three past campaigns and their success

x Example marketing plan and campaign for 2022-2023

x Identification of the account team assigned to the account in addition to sub- contractors on the account team. Statement of assurance of primary account manager. Include a detailed organizational chart for your entire organization, Council Agenda 5-17-2022 12.B
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April 20, 2022 CVB-LBID Board Agenda Report

and an organizational chart for the management and personnel that will be assigned to this account, if applicable.

x Résumés of account team and team leader

x Contact information from three current clients

x Contact information from three current media references

x Proof of familiarity with Pismo Beach, SLO CAL and target markets

x Statement as to why you are a good fit for us

x Identify all proposed subcontractors for the scope of work and document which portions of service will be performed by subcontractors and their ability to perform the work. Additionally, proposer should submit signed letters of commitment for all such proposed subcontractors and resumes/biographies of pro-posed subcontractor’s key personnel, including those conducting day-to-day activities Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

PROPOSAL EVALUATION & SELECTION METHODOLOGY

x Recent experience in successfully performing similar services

x Understanding of the work required by the City

x Quality, clarity, and responsiveness of the proposal

x Proposed approach in completing the work

x Programs that support the benefits of tourism to our local residents

x Approach to maximize visitors to stay off season, midweek, and multiple nights

x Campaign results measurement and monthly reporting to lodging, board members and city council

x Background and related experience of the specific individuals to be assigned to this project, with special emphasis placed on the team leader

x Proposed compensation for other project work (hourly fees for services) or other compensation models.

As reflected above, the contract award will not be based solely on price, but on a combination of factors as determined to be in the best interest of the City.

The contract award period is for three years, July 1, 2022, through June 30, 2025, with the option to extend the contract for two years after the three-year term if desired by both parties.

The City may decide to award the contract for services based on the written proposal but reserves the right to conduct interviews with finalists if necessary to determine the awarding firm.

All proposals submitted shall become the property of the City and shall not be returned to the proposer. The City reserves the right to:

• Reject any and all proposals
• Waive any or all mandatory requirements, if no proposers meet one (1) or more of those requirements
• Cancel this RFP
• Revise the amount of funds available under this RFP
• Amend this RFP as needed
• Not select a vendor or award a contract from this RFP

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

PROPOSAL REVIEW SCHEDULE

Proposal Due March 25, 2022
Proposal Review March 28- April 1, 2022
Marketing Subcommittee Review April 4-8, 2022
Possible Interviews April 11-15, 2022
CVB/LBID Board Meeting – Recommendation April 20, 2022 City Council Meeting – Approval May 17, 2022
Effective Date of Contract July 1, 2022

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Pismo Beach Tourism Marketing RFP Recipients

1. Madden Media

2. Augustine Agency

3. MMGY

4. Misfit Agency

5. Verdin

6. TJA Advertising

7. Travel Vertical

8. JNS Next

9. Destination Think

10. 360 View PR

11. Noble Studios

12. Wagstaff Media and Marketing

13. We Us Them

14. Waymack and Crew

15. Locality Solutions
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

1. Recent experience in successfully performing similar services.10 Our evaluation will include an assessment of the history of your company, your experience as it relates to the requirements within this RFP evidence of past performance quality and relevance of past work, references, and related items.

2. Understanding of the work required by the City.15
Our evaluation will include our assessment of your understanding of our organization Pismo Beach as a beach-side destination and the landscape of the citywide tourism industry, and how you integrated this knowledge into your proposal.

3. Quality, clarity, and responsiveness of the proposal.20 Our evaluation will include an assessment of the quality of proposed strategies, and clarity as demonstrated by the required project and past work.

4. Proposed approach in completing the work.15
Philosophy / approach to account planning, media planning and overall content development.

5. Programs that support the benefits of tourism to our local residents.10 Ability of firm to think about the impact of tourism on residents and to cater marketing to attract multiple night, offseason, midweek tourists who create value with the least amount of impact on the community.

6. Background and related experience of the team leader assigned to this project.20 As reflected through the overall experience of company and demonstrated results, our evaluation will as include an assessment of the qualifications and experience of your managerial team, staff and subcontractors.

7. Budget approach / cost effectiveness 10
Campaign results measurement and reporting is demonstrated in relation to the budget allocation. The allocation is reasonable and appropriate.

TOTAL 100
City of Pismo Beach Tourism Marketing Proposal Criteria Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

CITY OF PISMO BEACH
March 2022ch 2 022Marc
Response to RFP
Presented to
Council Agenda 5-17-2022 12.B
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April 20, 2022 CVB-LBID Board Agenda Report

COVER
LETTER03

COST OF
SERVICES71QUALIFICATIONS05

OBJECTIVES AND
GENERAL APPROACH10

EXAMPLE MARKETING

PLAN AND CAMPAIGN

WORK SAMPLES, PAST

CAMPAIGNS, AND SUCCESSES
23 34
YOUR
MADDEN TEAM55
REFERENCES69

TABLE OF CONTENTS
APPENDIX73
Council Agenda 5-17-2022 12.B
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03 COVER LETTER
(first, we’d like to say hi!)
Council Agenda 5-17-2022 12.B
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April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 4 | Pismo Beach is not your typical California beach destination. So, you need an agency that can help you differentiate from your competition. You can’t do this with a typical ad agency. You need a true tourism partner with destination marketing expertise.

You need Madden. We will leverage our 40 years of tourism experience and data- driven decision making to develop a strategy that works in concert with your brand and community. We are ideally positioned to craft a unique brand identity that represents Pismo Beach and is tailored to resonate with core target and niche audiences that deliver the highest ROI.

While Pismo Beach has done well marketing itself in recent years, we believe there is QROLPLWWRZKDWZHFDQDFKLHYHWRJHWKHU:HVHHDVLJQLƓFDQWRSSRUWXQLW\WRFUHDWHD destination brand, inspirational messaging, and creative campaigns that truly stand out among the vast competition both in Pismo’s backyard, as well as across the state.

Pismo Beach, without a strong brand identity, can easily fall into the shadows of the greater SLO CAL region, and the handful of other beach communities across Southern California. Fighting for the spotlight among the giants of San Luis Obispo, Morro Bay, and Paso Robles, Pismo Beach has an immediate need and opportunity to refresh Pismo’s brand identity to more closely represent the unique and nostalgic vibe of the destination.

This will set you apart from the very cluttered destination landscape.

Madden is the ideal partner for this undertaking. We are uniquely positioned to combine our industry experience and full-service expertise. Our media and creative chops will bring your brand to life, and we can leverage growth opportunities through our regional connections with Visit SLO CAL and Visit California. With strong tourism assets, a recognizable brand, and a healthy media investment, Pismo Beach has the opportunity to leap forward as a destination.

MADDEN | Cover Letter
PISMO BEACH ISN’T YOUR

TYPICAL BEACH DESTINATION

DAN JANES
CEO
Madden Media
520-818-4096 | [email protected]
Madden is also the ideal partner for the long-haul. We guarantee your campaigns will be driven by data-driven insights, revealing how to best connect with the people you want visiting Pismo Beach. We prioritize impact over impressions, engagement over emerging technology, conversions over clicks, and visitations over vendors. You shouldn’t run PHGLDIRUWKHVDNHRIUXQQLQJPHGLDRUXVHQHZŴDYRURIWKHZHHNFKDQQHOVWKDWDUHDOO style with no substance.

We believe tourism makes the world a better place, and our work can generate a positive collective impact that ripples across communities for generations. That belief is at the core of everything we do. It’s the reason we have chosen to work extensively in the travel industry for 40 years. It’s why we invested in destination intelligence and built Voyage, our custom destination intelligence platform, to capture the in-destination impact of our work and communicate ROI. It motivated us to assemble a full-service team of destination marketing experts, including storytelling savants, former DMO employees, and media and MarTech maestros.

And that belief is why we are the perfect partner for Pismo Beach. An atypical California beach destination and an atypical destination marketing agency. True tourism partnership is on the horizon.

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

05 QUALIFICATIONS
(we’ll take this op
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to brag...just a lit
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Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 6 | WE’RE A TEAM OF PRETTY

AWESOME PEOPLE
We consume advertising, data, trends, pop culture, and news. 2EVHVVLYH"0D\EH:RUWKLW"'HƓQLWHO\
There are nearly 20,000 cities in the United States. Throw in places like attractions and landmarks, and what have you got? Literally thousands of places for people to live, work, and explore.

So, when you’re searching for the right agency to get you noticed you need experience. Madden is a full-service destination marketing agency on a mission to spark imagination, nurture curiosity, and connect people to communities.

Our diverse team creates collaborative, creative-driven solutions for destinations that improve economies and lead to a vision for a better world.

Our experience makes us a true tourism partner who understands your challenges and the intricate landscape you navigate—in fact, 15 percent of our staff previously worked at DMOs. For 40 years, our destination marketing experts have worked with hundreds of destinations and attractions, delivering award-winning and effective work that delivers upon your goals. :HJHWRXUKDQGVRQHYHU\WKLQJZHFDQƓQGWRSURFHVVDQGSRQGHUVPDUW strategies, and consider and create immersive storytelling campaigns to connect you with your audience—so they choose Pismo Beach out of their thousands of choices. You know how amazing you are. It’s time they do too! MADDEN | 4XDOLƓFDWLRQV
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 7 | Destination Intelligence
We’re data nerds. In addition to building
our own destination platform, we uncover
insights from tourism and marketing data
to inform our strategy and executions.

Responsible Marketing
It’s not always about driving visitation.

Sometimes, a destination already has all
the visitors it can handle. We work
strategically to develop destination
management KPIs so campaigns work
in concert with the community.

WE LEAD WITH HEARTS AND SMARTS
Collective Impact
This isn’t an exaggeration: travel makes
the world a better place. Tax revenue
builds parks and schools. Paychecks feed
families. Exposure to new people and
places builds empathy. We want to make
an impact that ripples across generations.

Sustainable Tourism
Tourism should only have a positive impact on residents and a destination. We create campaigns that promote sustainability and work with brands to practice environmental stewardship.

Representative
Storytelling
Travel is for everyone. We help
destinations show that everyone
can live, work, and explore in their
communities through inclusive
storytelling and campaigns
that cut across demographics.

MADDEN | 4XDOLƓFDWLRQV
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 8 | WE’RE TRAVEL GEEKS
WE LOVE DESTINATION MARKETING...
)RU\HDUVRXUSDVVLRQKDVEHHQKHOSLQJGHVWLQDWLRQVƓQGWKHLUSHUIHFW traveler—and helping travelers make lifelong memories. It gives us the warm and fuzzies. We partner with over 200 travel and tourism organizations and connect with millions of travelers across the country every year. A client list can be found in the appendix.
...AND WE’RE DANG GOOD AT IT!
Our work is focused on collective impact—driving results for residents and visitors. Shiny trophies might look good on our shelf, but most importantly, our work makes our clients shine even brighter. we cou
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,

but m
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!
• 2021 Gold HSMAI Adrian Award:

Discover Atlanta Diversity Marketing
• 2021 Gold HSMAI Adrian Award:

Visit Idaho Digital Maketing Series–
Multimedia
• 2021 Bronze HSMAI Adrian Award:

Visit Tampa Bay Advertising
Campaign–Complete Campaign
• 2021 Bronze HSMAI Adrian Award:

Visit Tampa Bay Integrated
Marketing Campaign
for Consumers
• 2021 Bronze HSMAI Adrian Award:

Visit Tampa Bay Digital Single Item–
Video
• 2021 Bronze HSMAI Adrian Award:

Visit Port Aransas Contest/
Sweepstakes
• 2021 eTSY Award:

Discover Atlanta
Destination Website
• 2021 eTSY Award:

Traverse City Content Marketing
• 2021 ESTO Mercury Award:

Visit Idaho Digital Campaign
• 2020 Gold HSMAI Adrian Award:

Visit Independence Integrated
Marketing Campaign
• 2020 Silver HSMAI Adrian Award:

Go Lake Havasu Integrated
Marketing Campaign
• 2020 Silver HSMAI Adrian Award:

Discover Atlanta Website
• 2020 Bronze HSMAI Adrian
Award:

Discover Crystal River Integrated
Marketing Campaign
• 2020 Best of Show Flagler Award:

Discover Crystal River
• 2020 eTSY Award:

Florida’s Treasure Coast Video
MADDEN | 4XDOLƓFDWLRQV

WE KNOW CALIFORNIA
Our work has been recognized as best-in-class destination marketing, and we are especially proud of our work in California. We have worked with numerous destinations in your state, including Visit Oakland, Visit 5HGGLQJ9LVLW)DLUƓHOG9LVLW3HWDOXPDDQGPDQ\PRUH$GGLWLRQDOO\ we are heavily invested in your region’s tourism success as a proud member of the California Travel Association and DMA West.

This experience and knowledge will help guide your team through the intricate landscape you navigate.

Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 9 |

WE DO IT ALL
Your cross-functional Madden team will feature experts
with an array of expertise to inform your campaigns.

PUBLIC RELATIONS
We do everything short of shouting from our rooftop
about our clients’ initiatives to organically spread their message out.

STRATEGY
We use what we learn from data to showcase
your destination and build a plan to connect
with travelers.

MEDIA
:HƓQGWKHEHVWSODFHIRURXUEULJKWDQG
shiny creative assets and stories to live, and
optimize placements to make the most of your
media budget.

MARKETING TECHNOLOGY
We build and enhance websites so people
engage longer with our partners’ brands. We also
optimize CRM and email marketing strategies to
make the most out of client leads.

RESEARCH
We mentioned we were data nerds, right?
We can use Voyage, our custom destination
intelligence platform, to identify challenges and
reveal opportunities.

CREATIVE
We craft the bright and shiny things that make
people go, “WOW!” Whatever you need, we can
make it look good—except skywriting, we’re still
working on our pilot’s license.
although, if yo
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want us to, we

will. we’re no
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proud.

MADDEN | 4XDOLƓFDWLRQV
Council Agenda 5-17-2022 12.B
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10 OBJECTIVES AND

GENERAL APPROACH
(here’s what we
can do for you.)
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 11 |

OUR APPROACH TO YOUR SCOPE OF WORK
the first thing the second thing the third thing the fourth thing

RESEARCH THE STATE OF

THE INDUSTRY
We’ll get really cozy in the weeds and
do the research.

MADDEN | Objectives and General Approach

STRATEGIZE FROM

DATA ANALYSIS
We’ll crunch all your numbers and
develop a strategy.

CREATE DESIGN

AND COPY
We’ll dig into the data-driven insights
and craft you the razzliest razzle dazzle.

NEGOTIATE AND

DEPLOY MEDIA
:HƓQGWKHSHUIHFWSODFHVIRUDOO
that data-fed razzle to live.
the best thing
All of this will bring the perfect
visitors to Pismo Beach.

Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 12 | THE FIRST THING:

RESEARCH THE STATE OF THE INDUSTRY
We’ll dig into the data to reveal actionable insights to inform our strategy.dirty ha n
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our defa
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ANALYZE DATA YOU HAVE
• Prior Market Research
• Google Analytics
• Google Ads Insights
• Social Media Metrics
• Creative Asset Audit

INTEGRATE INSIGHTS WE HAVE
• Marketing Industry Data
• Travel Industry Data
• Case Studies

COLLECT NEW DATA
• Destination Intelligence
• External Data and Research
• Brand Lift Studies
• Creative and Performance Testing
we’ll use voyage to access
destination intelligence
to inform our campaign
development.

MADDEN | Objectives and General Approach | The First Thing: Research the State of the Industry Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 13 | We’re big data nerds, and if you’re looking for evidence, look no further than Voyage.
7KHUHōVDQROGVD\LQJ*LYHDPDQDƓVKIHHGKLPIRUD GD\7HDFKDPDQWRƓVKIHHGKLPIRUOLIH9R\DJHLVOLNH giving that man a fancy tool that tells him where all the ƓVKDUHDQGZKDWW\SHRIEDLWWKH\OLNH
VOYAGE
• Access powerful,
new data-driven insights
• Plot and organize
data visualizations for
business meetings
• Develop and export
performance reports
• Improve business outcomes
• Unlock previously
inaccessible data
• Create an actionable
intelligence environment
•$FFHVVSUHYLRXVO\GLIƓFXOW
to secure travel and tourism
data sources
• Prove positive
business outcomes
• Communicate your team’s
marketing value
DMOs Need Actionable Intelligence
We built Voyage to solve two problems our clients were experiencing. They either needed more data that actually showed how they were bringing people to their destination or they had too much data that was so unorganized they couldn’t do anything useful with it.

Voyage provides DMOs (and our team!) with location and visitation data, competitor insights, hotel and lodging data, and economic data in easy to understand dashboards. We use insights from this data to inform our execution as we develop strategy, create advertisements, and deploy media.

Using Voyage we will know Pismo Beach’s:
• Top Origin Markets
• Average Length of Stay
• Most Popular Points of Interest
• New and Repeat Destinations
• Opportunity Markets
The Voyage Advantagewe’re such big
d
a
t
a
nerds we built
o
u
r

own destinatio
n

intelligence
platform.

MADDEN | Objectives and General Approach | The First Thing: Research the State of the Industry You’ll receive...

Daily
Updates
check out some
voyage use case
s

i
n

the appendix.

Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 14 |

DESTINATION INTELLIGENCE
Voyage integrates data streams from industry vendors like Google, Facebook, Key Data, Sojern, Near, Arrivalist, and more. Not only will this inform strategy, creative, and media when we start working together, but its ongoing data updates will show us how effectively we’re achieving your goals and help us optimize as time passes.

Research Never Stops
Voyage gives us the ability to analyze data as campaigns play out—growing marketing measurement past traditional key performance indicators. As your agency partner, we’ll be able to:
• Determine how effectively we’re reaching people
• Identify if we are controlling visitation levels
• See how we are affecting overnight stay volume and length • Analyze Pismo Beach’s destination data compared to competitors • Capture how we’re impacting your local economy
MADDEN | Objectives and General Approach | The First Thing: Research the State of the Industry Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 15 | THE SECOND THING:

STRATEGIZE FROM DATA ANALYSIS
After we crunch all the numbers (even the big, scary ones), we’ll develop a strategy WRPRYH\RXUEUDQGIRUZDUGZLWKWKHWUDYHOHUVZKREHVWƓW3LVPR%HDFK WHERE ARE WE?
'HƓQHWKHFXUUHQWVWDWHRI\RXU
brand and key problems
• Opportunities and Challenges
• Seasonality
• Key Markets
• Value Propositions
• Brand Assets
• Personality
• Identity
WHERE DO WE WANT TO GO?
Identify your ideal visitors and what
you want to accomplish
• Objectives
• Intent-Based Audiences
• KPIs
ARE WE THERE YET?
Measure and track to make sure
we’re heading in the right direction
• Brand Lift Studies
• Destination Intelligence
•Quarterly Business Reviews
• Marketing Performance
HOW DO WE GET THERE?
Develop a plan to achieve what you
want to do
• Positioning
• Engagement Strategies
• Imagery
• Storylines
• Messaging
• Campaign Concepts

CITY OY
we’ll make sure these are focused on the big
picture.

MADDEN | Objectives and General Approach | The Second Thing: Strategize from Data Analysis Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 16 |

FINDING YOUR IDEAL AUDIENCES
No matter your marketing objectives, we’ll need to connect with people. To PDNHWKHVWURQJHVWFRQQHFWLRQVZHZLOOWDUJHWSHRSOHZKRDUHDSHUIHFWƓW IRU3LVPR%HDFK%DVHGRQRXUKLJKOHYHOUHVHDUFKZHKDYHLGHQWLƓHG)DPLO\ Travelers and Empty Nesters (Older Couples) as core target markets, and an opportunity to target Millenials and Gen Z.

Creative concepts should focus on and address the above three categories.

While core audience segments have traditionally skewed towards Family Travelers and Empty Nesters, Pismo Beach must start connecting with Gen Z and Millennials to ensure it remains relevant with the audiences that have the highest propensity to deliver growth in the future. The need to expand visibility and engagement with these emerging audiences requires us to innovate from both a visual brand perspective, as well as the ways in which we are engaging with consumers through emerging technologies and media.

PEOPLE FROM PISMO BEACH

ORIGIN MARKETS
Target travelers who live in places
where there is a high interest in
Pismo Beach. For example:
• Los Angeles County
• Santa Barbara
• San Bernardino
• Riverside County
• Clark County (NV)
• Maricopa County (AZ)
• Pima County (AZ)

PEOPLE INTERESTED IN

PISMO BEACH EXPERIENCES
Travel intent personas create
an opportunity to connect with
people based on the Pismo Beach
experiences that align with their
interest. For example:
• 3DFLƓF&RDVW+LJKZD\7UDYHOHUV
• Wine Enthusiasts
• Budget Travelers

PEOPLE FROM COMPETITOR

ORIGIN MARKETS
Destination Intelligence can reveal
the origin markets where there
is high interest in competitor
destinations—creating an opportunity
to conquest.

MADDEN | Objectives and General Approach | The Second Thing: Strategize from Data Analysis

PEOPLE FROM HIGH-VALUE

ORIGIN MARKETS
Destination Intelligence can reveal
which origin markets generate
high average length of stay and in-
destination spending.

Media Targeting
We will translate these target audiences into a media targeting strategy that overlays your target audiences on top of four segments based on their geo- location and interests.

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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 17 | THE THIRD THING: CREATE DESIGN AND COPY
The core concept that drives all our
storylines, imagery, and messaging.

We’ll develop storylines that bring to life
all the things travelers love to experience.

INTENT-
BASED
PILLAR

INTENT-
BASED
PILLAR

INTENT-
BASED
PILLAR

INTENT-
BASED
PILLAR

INTENT-
BASED
PILLAR

IMMERSIVE

STORYLINE

IMMERSIVE

STORYLINE

IMMERSIVE

STORYLINE

IMMERSIVE

STORYLINE

IMMERSIVE

STORYLINE
We’ll develop inspirational creative assets that make people say, “We need to go there!” We’ll tailor all designs and copy to resonate with your target personas. prepare yours
e
l
f

f
o
r

the razzle-da
z
z
l
e
!

CAMPAIGN

CONCEPT
We use the core concept as a prism and
segment the parent messaging out so it
relates to all your audiences’ interests.

MADDEN | Objectives and General Approach | The Third Thing: Create Design and Copy Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 18 |

DEVELOPING YOUR CREATIVE ASSETS
This is where the magic happens, so to speak. We make the razzliest razzle dazzle ads for any tactic you can think of, from linear TV, radio, out-of-home, digital out- of-home, print, in-person activations, digital ads, and more.

Ingredients
Mill
Mash & Fermentation
Distill Age Bottle
Compile our key
insights from data
Break down insights
into campaign concepts
Flesh out campaign concepts and
create beautiful advertisements
Segment the campaign
concept into your brand pillars
and immersive storylines
:HJRWKURXJKSURRƓQJDQG
run things by you until the
whole team gives it a thumbs up
:HƓQDOL]HHYHU\WKLQJDQG
get them ready to place in
media channels
1 3
2 4 5 6
we do it all!
Cheers!
MADDEN | Objectives and General Approach | The Third Thing: Create Design and Copy Photo and Video Shoot
When developing your creative assets, we aim to repurpose our clients’ existing image library as much as possible. If we determine new imagery is needed to bring your campaign architecture to life, we can conduct a custom photo and video shoot.

Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 19 | THE FOURTH THING: DEPLOY MEDIA
Once we have all of the bright and shiny creative, it’s time to send it out into the wild. Our media experts will work their magic and develop DQRPQLFKDQQHOPHGLDSODQWKDWXQLƓHVGLIIHUHQWFKDQQHOVWUHQJWKVWR deliver the right message on the right channel at the right time.

OUR MEDIA MANIFESTO
Focus on solutions. Don’t run media for the sake of running media.

Know the problem and deploy media to solve it.

Strive for perfection.We constantly tweak things to optimize for peak performance.
%HŴH[LEOH We select and modify tactics according to goal-driven performance.

Never be greedy. We don’t nickel and dime our partners with unnecessary markups.

Think strategically. We use a variety of proven and emerging channels.
'RQōWWU\ŏRQHVL]HƓWVDOOŐ We create personalized ads that are tailored to each target audience.
0L[LWXS We keep things fresh by using techniques to blend a variety of ad sets to achieve the highest performance.

Keep partners top of mind. We plan out multiple touchpoints to follow travelers along their decision-making process.

Venture where none have gone before. Try new things. They won’t all work, but taking risks can lead to new discoveries.

MADDEN | Objectives and General Approach | The Fourth Thing: Deploy Media Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 20 |

FOLLOWING THE
TRAVELER’S JOURNEY
We know travelers better than any other
agency. This knowledge lets us map our
media deployments against the traveler’s
journey to guide their behavior.

MADDEN | Objectives and General Approach | The Fourth Thing: Deploy Media s
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 21 | SPOTLIGHT: DESTINATION WEBSITES
All our media will work to drive users to ExperiencePismoBeach.com. 7RPDNHWKHPRVWRIWKHWUDIƓFZHDUHVHQGLQJWR\RXUZHEVLWHZHFDQ invest resources to opitmize the performance of your website.

This work to enhance your user interface and user experience will have move travelers from the Inspiration and Consideration phases of the Traveler’s Journey to Conversion.

We have helped build and launch over 50 destination websites— infusing our tourism industry experience and data-driven knowledge into sites that inspire visitors and drive visitations.

Our approach to website development is different than other agencies.

Traditionally, it goes like this.
• Step 1: They sign the contract.
• Step 2: They meet the client.
• Step 3: They build your website.
• Step 4: They launch.
• The end...until the client needs to rebuild again in a few years.

Our philosophy is fundamentally different. We approach a website like a house. Smart investors don’t buy a house, let it fall into disrepair, and then buy another. Even if a house has everything you need when you move in, there’s always more you can do to make it better.

MADDEN | Objectives and General Approach | The Fourth Thing: Deploy Media Madden’s philosophy devotes ongoing resources to continually evolve your website—creating a marketing-driven website. Your website shouldn’t be published like a book, rigid and unchanging. Instead, let’s redesign and optimize your website and incrementally enhance them to maximize its marketing power.

Our plan for Pismo Beach would be to provide a strategic plan to support and enhance your website in an ongoing manner. This represents an opportunity for you to invest in a website approach that prioritizes marketing alignment, conversions, and stronger ROI.

Here’s a snack-size sample of sites we’ve built.

VisitIdaho.org
TravelWyoming.com
DiscoverAtlanta.com
VisitLubbock.org
VisitBuffaloNiagara.com
MakeItTampaBay.com
GrandCanyonWest.com
DestinationGettysburg.com
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 22 | E

OPTIMIZE AND MEASURE

FOCUS ON IMPACT
Once your media is live, we will leverage your Voyage dashboard to visualize your media data (and integrate tourism data sources) to analyze your campaigns as they play out—growing marketing measurement past traditional key performance indicators.

We will help you interpret valuable insights from your dashboard by drawing on our destination marketing experience. These insights will allow us to understand Pismo Beach’s unique position as we optimize strategy and deploy media. To the right are our recommended KPIs (Key Performance IMPACTS).

Destination KPIs should be focused on the concrete outcomes your media delivers on Pismo Beach.

DESTINATION KPIS
• Visitations (segmented by seasonality)
• ADR
• Average Length of Stay
• Visitor Spending
• Tax Revenue
• Resident Sentiment
Media KPIs should also focus on advertising effectiveness at generating a desired action—moving people along the Traveler’s Journey.

MEDIA KPIS
• Attributions
• Return on Ad Spending
• Booking Referrals
• Click-Through Rate
• Newsletter Subscription
• Visitor Guide Requests
• ([SHULHQFH3LVPR%HDFKFRP7UDIƓF
• 3DUWQHU:HE7UDIƓF5HIHUUDOV

MEDIA AND CREATIVE CAN BE FRIENDS
We will capture performance data and insights that illustrate the impact of the strategy. We can work to develop a custom event and Google Analytics goal conversion plan for ExperiencePismoBeach.com. This will allow us to unlock insights to not only inform our media strategy, but help our creative team optimize ad designs and messaging.

MADDEN | Objectives and General Approach | The Fourth Thing: Deploy Media Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

23 EXAMPLE MARKETING

PLAN AND CAMPAIGN
(here’s a snack-si
z
e

sample of how our

minds work!)
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 24 | WHY MADDEN?
MADDEN | Example Marekting Plan and Campaign
Pismo Beach needs an agency partner you can trust to understand the intricate landscape you navigate and will help you strategically level up your brand and business intelligence to maximize ROI and community impact.

MADDEN WILL:
• Bring new life to your brand while staying true to Pismo Beach’s values and your residents
• Evolve brand from “old” to retro and create a sense of exclusivity in experiencing the destination
• &XWWKURXJKWKHFOXWWHUWRƓQGWKHSHUIHFWYLVLWRUVIRU\RXU community—you don’t need ALL the visitors, just the RIGHT visitors • ,QYHVWLQƓOOLQJJDSVLQPLGZHHNDQGRIIVHDVRQYLVLWDWLRQVDQG increasing average length of stay
• Leverage media that enables hyper-targeting and transparency in delivering measurable results at the channel level
• Tracking brand lift and measure destination perception among all core and opportunity target audiences
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 25 |

OUR PLAN FOR PISMO BEACH
MADDEN | Example Marekting Plan and Campaign
over the next few pages, you’ll see
how we could bring the pismo beach
brand to life in creative campaigns!
Pismo Beach strips away the perceptions of California coastal communities.

It’s heaven for travelers seeking out classic California—a California that is unpretentious, approachable, and heart-warmingly retro. While consumers may be forced to tighten budgets again, there is still pent-up demand for escape and a longing for a simpler yesteryear—a time when life was easier and carefree.

We believe the best way for Pismo Beach to capitalize on this opportunity is to establish a stronger brand identity and visual embodiment of its brand across the full brand ecosystem. This will inspire and engage your target audience across multiple channels from awareness to conversion.

HIGH-LEVEL STRATEGY
• Reimagine and launch a new brand look and feel
• Build brand awareness and engagement
• Maximize off-season and mid-week visitations
• Increase average length of stay
•,QFUHDVHFRPPXQLW\DZDUHQHVVDQGDGYRFDF\IRUWKHEHQHƓWVRIWRXULVPRQ the local economy
• Tighten up all data, reporting, analytics, and business intelligence to drive data-based decision making
KEY ELEMENTS WE WILL DELIVER:
• New brand identity, including logo, colors,
and style guide
• Enhanced owned channels, including website
and social media
• Omnichannel paid media plan, including
execution, negotiation, and buying
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 26 | CAMPAIGN CONCEPT:

PRESS PAUSE TO PLAY
THE NORTH STAR:

Classic California is alive and well in Pismo
%HDFK/RFDWHGDORQJWKHLFRQLF3DFLƓF&RDVW
Highway, we invite you to venture back
to vintage where roadside resorts, quaint
downtown shops, and an iconic pier offer a
welcome invitation to step back and slow down.

Nestled next to San Luis Obispo and Paso
Robles the region is infused with eclectic shops,
hip eateries, and world-class wineries that offer
visitors modern frills with retro vibes.

THE DOWNLOAD:

Pismo Beach strips away the pretentiousness and
perceptions of California coastal communities,
and is a match made in heaven for those that are
seeking out classic California that is approachable
and heart-warmingly retro.

In our proposed brand refresh, a hand-illustrated
logo and iconography exudes Cali Classic
approachability and pairs perfectly with a vintage
color palette that takes cues from Pismo Beach’s
natural surroundings.

THE VOICE:

In a world full of distractions, it’s easy to forget
WKHLPSRUWDQWWKLQJVLQOLIH
ƓQHZLQHZDUPVXUI
great food, pleasant strolls, and spectacular
sunsets. In Pismo Beach, you’re a world away
from the hustle and bustle of everyday life—that’s
what makes it the crown jewel of California’s
famous central coast. Here, you can slow down
and savor life’s simple joys, or press play on your
next big adventure. Regardless of whether you
crave a laidback or an action-packed vacation,
Pismo Beach gives you the space to escape.

Press Pause to Play in Pismo Beach.

The data
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d
r
i
v
e
n

n
u
g
g
e
t

t
h
a
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this cam
p
a
i
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n

i
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b
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n

f
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.

MADDEN | Example Marekting Plan and Campaign
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Council Agenda 5-17-2022 12.B
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Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 30 | Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 31 | MADDEN | Example Marekting Plan and Campaign
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 32 |

MARKETING AND MEDIA
$IWHU\RXUVQD]]\QHZDGVDUHƓQDOL]HGZHZLOOGHSOR\DQRPQLFKDQQHO media plan to share your new brand and creative assets with your target audiences.

We have developed an example omni-channel media plan to show how we would approach media planning and buying at the budget outlined in your RFP.

Included in this plan is not only performance media, but also some strategic OTA buys, a mix of traditional tactics, as well as some new and exciting mobile interactive advertising opportunities.

MADDEN | Example Marekting Plan and Campaign
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 33 |

EXAMPLE MEDIA PLAN
MADDEN | Example Marekting Plan and Campaign
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34 WORK SAMPLES,

PAST CAMPAIGNS,

AND SUCCESSES
(we’ll take this
opportunity to
brag...a lot!)
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 35 |

DISCOVER
RIVER
Case Study
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 36 |MADMMADMADMADMADMAMADADADADADDMADMADMADMADDMADMADDMMADAADMMMMMMMADMMMMMMAMMMMAMMMMDDDENDENDENEDENNNDENDENNNNDNNN MMEMMEMEMEMMMEMMEMMEMMMEMMMMEMMMEEMEMMMMMMMMMMMDIADIADIADIADDIADIADIADIAIADIADIADIADIADIAADIADDDIADIADIADDIAIAIADDIADIADDIAADADAAAA COCCOCOCCOCOCOCCCCOCCCCCOOCCOCCOCCCCCCCCCCCCCCCCCCOCCCCCCCCNFNFIFIFIFINFNFINFFNFNFNNFNFNDENDDDDDEDENDEEENNNNNNNENNDEENNENNNDDEDENDEENEENNNNNNNNENNNNTIATIATIATIATIATIAIAATIATIAATIATIATIATIAIIATIAATIATIAIAIATIATIAATTIAATIATTATATIAAAATIAAAL DLDLLLL LL L L LDLDDLLLLL L DLDLLLLLLLLLDOCOCUOCUOCUOCOCCCCOCUUUUCUUOCOCCUUUUOUOOOUOCUUMMMMMMENMMEENENMEENMMMMMMMEMEMMMMTTTTTTTTTTT CICCICICICICICICICCIIIIICICCCIICICCCCICICICICCICCCICCCCCCTYTTTYTYTYTYTYTYTYTYTYTTYTTTYTYTTTYTYTY OFOFOFOOOFOFOFOFOFOOOOFFOFOOFOOFOO PPIPIPIPIPIPIPPIPPPPPIPIPIISMOSSMSMSMOSMOSMOSMOSMOSMOSMMSMOMMSMOSMSMOOSOSO BEBBBEBEEBEBEEBBBEBEBBEEBEEBEEBEBEEBBACHACHACHACHACHACHACHACHACHACHACHACHACHCHHACACACACHHHHACACHHHHHACHHACHAHHHAHHAA RFRFRFRFRFRFRRRFRFFRFFRFRFFRRRRRRPRP RPRPPRP RP RP RPRP RRESPESPESPESPESPESPSPESPSPSPONSONSOONSONSONSONSONSONSONSONSSNNNEEEEEEEEEEEEEEEYYYY 363633636 36363663663636633663633363636636363633363363336 33363663 ||||||||||||||||MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 36 | CASE STUDY:

DISCOVER CRYSTAL RIVER

SITUATION
Discover Crystal River was looking to elevate its brand with new imagery, messaging, and creative assets. The destination, located in Citrus County, FL, is home to manatees, an amazing yet fragile natural asset. Discover Crystal River wanted to amplify its brand as the Manatee Capital of the World, while also pushing education, conservation, and preservation.

SCOPE OF WORK
• Integrated Marketing Strategy
• Digital Marketing
• Traditional Marketing
• Creative Asset Development
• Brand Identity Enhancement
• Content and Storytelling Development
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 37 |

APPROACH
:HDQDO\]HG'LVFRYHU&U\VWDO5LYHUōVFRPSHWLWRUVDQGLGHQWLƓHGZD\VWR differentiate the destination. We determined there was an opportunity to highlight the destination’s assets, primarily outdoor adventures, and manatees, in inspiring and fun ways. We also analyzed the performance of existing brand assets to determine which experiences we should continue to showcase in the new creative assets. These insights informed the look, feel, and strategy of our “Step into Awesome” campaign.

We set out to highlight the emotions travelers feel in the destination. We moved away from uninspiring assets about hiking and history, and developed visuals of the one-of-a-kind experiences Crystal River offers—delicious food, up-close PDQDWHHLQWHUDFWLRQVDQGZRUOGFODVVƓVKLQJ7KHŏ6WHS,QWR$ZHVRPHŐWKHPH H[WHQGVWRDOOEUDQGSLOODUVVXFKDVƓVKLQJVFDOORSLQJSDGGOHERDUGLQJ VQRUNHOLQJDQGƓVKWRIRUNGLQLQJ7KHVHH[SHULHQFHVZHUHEURXJKWWROLIH through thrilling video, inspiring photography, and dynamic blog content.

We also moved imagery away from bright greens and plain browns to more VRSKLVWLFDWHGEOXHDQGWDQWRQHVWRUHŴHFWWKHGHVWLQDWLRQōVQDWXUDOHQYLURQPHQW We deployed an omni-channel marketing strategy to promote the “Step Into Awesome” brand during different stages of the Traveler’s Journey and to create an integrated brand ecosystem. This included display ads, social ads, dynamic blog posts, online video ads, and television ads.

CASE STUDY:

DISCOVER CRYSTAL RIVER
MADDEN | Work Samples, Past Campaigns, and Successes
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 38 | CASE STUDY:

DISCOVER CRYSTAL RIVER

RESULTS
Our work for Discover Crystal River has earned industry accolades for its overall destination marketing excellence. At the 2020 VISIT FLORIDA Flagler Awards, our campaign was awarded Best of Show, the top prize in our budget range, and at the 2021 Adrian Awards, “Step Into Awesome” won the Bronze award in the Integrated Marketing Campaign (B2C) category.

Madden’s marketing campaign with Discover Crystal River helped the destination outperform its competitors in year-over-year occupancy rate.

Although the occupancy rate decreased throughout Florida due to the pandemic,the destination only experienced an 11.2 percent decline while there was a 33.6 percent decline statewide.

In visits from
users in-market
for hotels and
accommodations
28%
increase

3.4M
total
impressions

1.2M
impressions from
TV commercials

0.4% 1.04%
Prospecting
Display CTR
(300% above
industry average)
Remarketing
Display CTR
(420% above
industry average)
53%
increase
In visitors
from Orlando
“I could not be more pleased with the marketing plans and DZDUGZLQQLQJDGFDPSDLJQV0DGGHQKDVH[HFXWHGIRUXV The work has set us apart from our competitors, driven
visitors into our community, and increased awareness of RXUGHVWLQDWLRQLQERWKGULYHDQGŴ\PDUNHWVŐ
John Pricher, TMP, CDME
Executive Director, Discover Crystal River
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 39 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT 39 | CASE STUDY: DISCOVER CRYSTAL RIVER

CICITYTY OFOF PIPISMOSMO BEBEACHACH RFRFPRP RESPONONSEYY MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 40 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEACH RFP RESPONSEY 40 | CASE STUDY: DISCOVER CRYSTAL RIVER
a w e sOMe!Step iN To
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 41 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEACH RFP RESPONSEY 41 | CASE STUDY: DISCOVER CRYSTAL RIVER
Dive iNTO SCallop Season
Come experience Scallop season
in Crystal River and Homosassa.

Be a part of the tradition that
creates memories of a lifetime
with family and friends.

GLVFRYHUFU\VWDOULYHUŴFRPVFDOORSLQJ
Get hooked on amazing Florida fi shing!
Catch the fun from our beautiful
lakes to the Gulf of Mexico.
discovercrystalriverfl .com/fi shing
REe l iN a w e sOMe!
Florida Sport Fishing_Half_Ad_Mar_Final.indd 1 1/15/21 8:36 AM MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 42 |

TAMPA BAY
Case Study
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 43 |MADMADMADENENENENENNNNNNDEN MMEEMEMEMEMEMEDIDIIIIIAIAAADIADIDIIIADDDDIIIII CCCOCOCCCCCCCNFIDENDENTIATIAAALDL DLDDOCUOCUOCUOCUOCOCCUCUOCUOCUUUUOCUOCUUOMEMMENMEENNNMMEENNMMENNMNMTTTTTTTT CICICICICTYTYTYTY OFFOFOFO PIPPPIPISMOSMOSMOS BEBEBEBEBEBBBACHACHACHAAACHACHAACA RFRFRFFFRFFPRPRRP RPPP RESPESPESPESPSESPSPESPESPSPONSONSONSONSONSOOEEEEYYY 43 4344 |MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 43 |

SITUATIONSITUATION
Visit Tampa Bay is a top destination offering a combination of urban and outdoor experiences, but wanted to expand their targeting beyond family travelers and attract more millennial visitors. Madden created the “Unlock Your Inner Pirate” campaign to highlight fun experiences young people can have in the destination.

SCOPE OF WORK
• Photo and Video Shoot
• Creative Asset Development
• Digital and Traditional Marketing
• Event Planning and Execution
CASE STUDY:

VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 44 |

APPROACH
We developed the “Unlock Your Inner Pirate” around key insights into our WDUJHWDXGLHQFH:HLGHQWLƓHGNH\H[SHULHQFHVPLOOHQQLDOVWUDYHOWRGR including Instagrammable moments like hanging around the pool, drinking and eating, and exciting attractions. We knew to move the needle with advertisements, we needed to focus on these experiences rather than traits of the destination.

We produced videos of young people having fun and experiencing the things they aim to do when on vacation, such as drinking by the pool, H[SORULQJDQGWDNLQJVHOƓHVLQWKHFLW\HDWLQJRXWDQGGRLQJSKRWRZRUWK\ activities like zip lining. Everything about the video was aligned with this target audience’s interests, down to the background music emulating their well-loved music genres.

We deployed these videos across digital and traditional channels, creating different cuts of the videos that highlighted different segments of the target audience. It was also vital to activate interest in Visit Tampa Bay’s key markets.

We worked with local restaurants and bars in Boston, Philadelphia, D.C., Orlando, and Atlanta to hold brand takeover activations. Carefully vetted locations served the clientele the DMO was aiming to reach. In addition to getting these people to interact with the Visit Tampa Bay brand, we geofenced each location and delivered remarketing ads to people who attended the event.

The events also generated organic social media promotion with users attending the events using branded hashtags. This built proof through authentic endorsement of the brand and led to user generated content we could use to compel other travelers.

CASE STUDY:

VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 45 |

RESULTS
The Unlock Your Inner Pirate campaign generated positive results for Visit Tampa Bay and helped the DMO break in with younger travelers. 2,422,610

FULL VIDEO VIEWS
142,732
CLICKS

INCREASE IN TRAFFIC
(FY19: 85%)
173%
38,904,517

IMPRESSIONS
13,893

TRACKED ROOM NIGHTS

INCREASE IN

INTENT TO
TRAVEL
42%
$2.3MM

TRACKED REVENUE
CASE STUDY: VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 46 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEACH RFP RESPONSEY 46 | CASE STUDY:

VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 47 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEACH RFP RESPONSEY 47 | Like Comment Share
VisitTampaBay
-RLQXVDW:XQGHU*DUWHQIRUDƓHUFHDQGZLOGWDSWDNHRYHU(QMR\ GLVFRXQWHG7DPSD%D\FUDIWEHHUVVSLULWHGIXQDQGJLYHDZD\V Sponsored
7+8-8/

Wunder Garten
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Unlock Your Inner Pirate in Washington, DC:

Tampa Tap Takeover Interested
Like Comment Share
VisitTampaBay
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Sponsored
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Unlock Your Inner Pirate in Washington, DC:

Tampa Tap Takeover Interested
80
CASE STUDY:

VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 48 |MADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEACH RFP RESPONSEY 48 |

U NLOCK YOU R

INNER PIRATE
Seize the day with Tampa Bay!
Join us for a fi erce and wild tap takeover with
specials on Tampa Bay craft beers from Cigar City,
as well as a signature Tampa Bay-inspired
cocktail. Come unlock your inner pirate with
spirited fun, drinks, and free swag.

For more info, check out
UnlockTampaBay.com

TAMPA TAP TAKE
O
V
E
R
Sheffi eld’s Wine &

B
e
e
r

G
a
r
d
e
n
Wednesday, July 21s
t
,

5 –
1 0
p
m
Flyer-Chicago.indd 1 7/7/21 4:07 PM
CASE STUDY:

VISIT TAMPA BAY
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 49 |

PORT ARANSASCHAMBER OFCOMMERCE
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 50 | CASE STUDY:

PORT ARANSAS CHAMBER OF COMMERCE

SITUATION
Port Aransas, a beach destination with over 350 miles of Texas coastline wanted to grow faster than its in-state competitors, but had historically not done any destination marketing. Working with Madden, the destination launched seasonal destination marketing campaigns and leveraged visitation and tourism data to build brand awareness to make the most of its visitations.

SCOPE OF WORK
• Integrated Marketing Strategy
• Digital Advertising and Media Buying
• Brand Refresh
• Creative Asset Development
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 51 | CASE STUDY:

PORT ARANSAS CHAMBER OF COMMERCE

APPROACH
We repurposed existing creative assets and launched an awareness media campaign in the spring of 2021, focusing on sharing the Visit Port Aransas brand with as many people as possible. This would build brand awareness with travelers as we developed more strategic campaigns. Our campaign development focused on two key areas: diversifying their creative assets to be more inclusive and analyzing tourism data to drive valuable visitations.

Visit Port Aransas’ existing image library was too generic and uniform, showing primarily white families who all look the same. With Latinos making up a large percentage of Port Aransas’ visitors and Texas’ population, we prioritized producing more diverse and inclusive creative assets. A custom photo and video shoot refresh the DMO’s image library with assets that would more strongly resonate with target audiences. The creative assets went from expected and staged lifestyle-type photos to vibrant organic shots that capture the natural island-vibe of Port Aransas’ beaches.

Using Voyage, we analyzed economic and visitation data to identify where the most valuable visitations were coming from. We created a custom index to quantify the top origin markets with metrics like length of stay, in-destination spending, number of return visits, and more. This analysis showed us which origin markets produced the highest value visitors— visitors that make the highest economic impact. Voyage also enabled our team to conduct a competitive analysis of competitors’ origin markets and develop conquesting audiences.

With the new creative assets and data-driven insights, we launched a “Get Salty This Summer” summer campaign and a “Tradition Anchors Here” fall campaign with the strategy to attract value over volume by targeting the most valuable visitors and protecting from overtourism. Leveraging an omni-channel media plan that mixed digital and traditional channels, we reached out to in-state travelers in hopes of driving them to Port Aransas.

MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 52 | CASE STUDY:

PORT ARANSAS CHAMBER OF COMMERCE

RESULTS
Our campaigns drove results and increased the value visitations were bringing to Port Aransas, earning over 264,000 clicks and 41.3M impressions. 3RUW$UDQVDVRUJDOVRVDZDVLJQLƓFDQWLQFUHDVHLQWUDIƓFIURPNH\PDUNHWV

• Dallas: 282% increase
• Houston: 278% increase
• San Antonio: 160% increase
• Rio Grande Valley: 329% increase
$4.7M

GROSS REVENUE
7,700

ROOM NIGHTS
100%

INCREASE IN
REVPAR
38%

INCREASE
DALLAS 28%

INCREASE
SAN ANTONIO 26%

INCREASE
HOUSTON 24%

INCREASE

RIO GRANDE VALLEY

ARRIVAL INCREASE FROM KEY MARKET
29%

IMPROVEMENT OVER

TEXAS BENCHMARK

FOR SHORT-TERM

RENTAL ADR
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 53 | https://www.visitbuffaloniaga-
ra.com/trip-planner/
hththththththttttpttptps:s:///// www.viisisitbbbuffuuffallonniiaga- raaara c.c.comomomom/t/t/rirp-pp plplpanannener/r/
CASE STUDY:

PORT ARANSAS CHAMBER OF COMMERCE
MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 54 | CASE STUDY:

PORT ARANSAS CHAMBER OF COMMERCE

EACH RFP RESPONSEMADDEN MEDIA CONFIDENTIAL DOCUMENTT CITY OF PISMO BEY MADDEN | Work Samples, Past Campaigns, and Successes
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

55 YOUR MADDEN TEAM
(Meet some of our awesome people!)
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 56 |

YOUR MADDEN TEAM
Charlie Littlejohns,
Destination Strategy Director
Charlie works closely with both client
and Madden teams to ensure campaign
success. An England native, he loves to
talk Oasis, football and of course, tea.

Nicole Ellsworth, Media
Strategist
Nicole sings the entire score of
Encanto daily in the shower, and always
harmonizes campaigns to client goals.

Alison Mairena, Account
Strategist
Alison is an old soul who seeks out
adventure and is always willing to lend a
helping hand.

Brett Gordon, CRO
Brett always makes sure we’re moving
the needle, and is blessed to work in
such a fun industry.

Dan Janes, CEO
Dan always works to build the best teams
that seek the greater good through travel.

He also has a thing for donuts.

Sarah Foster Hupp, COO
Sarah is a cat mom who keeps our
operations purring.

Kristin Dialessi,
VP, Destination Strategy
Krisitin is an old soul who can still let her
hair down, and she’s worked in tourism for
over a decade.

Seth Chalmers,
Managing Media Director
Seth is a data and numbers geek who
loves classic cars and new marketing
technologies.

Bria Hammock,
Creative Director
Bria always pushes the envelope, while
making sure all the t’s are crossed in a really
nice font.

Stacey Gregory,
Content Strategist
Stacey is an advertisement junkie,
UHDGLQJDOORIWKHPVKHFDQƓQGDQG
she gets some of her best ideas while
brushing her teeth.

Andrea Howlett, Design
Strategist
Andrea covets the ads in vintage
magazines, gestures a lot while talking,
and excels at parallel parking.

BrBretettt GoGo drdrdonon,,CRCROO DaDaDann JaJaneneess,s, CECECEOOO SaSararahhh FoFooststerere HHupupppp,p,CCOCOOO The below org chart captures our senior leadership and your account team. We are 114 destination marketers strong. We can provide a full org chart upon request.

MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 57 |

THE WHOLE IS GREATER THAN THE SUM
Full-service agencies are great! You have one team that handles everything for you.

It’s also great for us. If we have a question about media, creative, MarTech, strategy, or whatever, we have experts right down the hall (or a video call) away.
<RXEHQHƓWEHFDXVHZHGHPROLVKVLORVDQGZRUN
collaboratively to deliver the best work. Designers create better ads because media gurus give tips on how they will be used in certain channels. Your media shows up in better places because strategy experts give media experts the download on what your target audiences are like.

STRATEGY MARTECHMEDIACONTENTCREATIVE
YOUR
TEAM
MADDEN | Your Madden Team

YOURTEAM
we do it all and won’t use subcontractors.

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 58 |

RESPONSIBILITIES
• Leads go-to market strategy
• Oversees destination marketing strategy
• Provides account leadership to clients
• Manages senior leadership team

EXPERIENCE
• Madden Media, CEO, 2018–Present
• Hivemetric, Board Member, 2016–Present
• InvestSW, Board Member, 2017–2020
• Iris PR Software, Board Member, 2016–2020
• Desert Angels, Board Member, 2013–2018
• Startup Tucson, Mentor, 2012–2017
• CSC, Director, Big Data & Analytics, 2012–2017
• 42six Solutions, Co-Founder and COO, 2011–2012
• Berico, Deputy VP, 2008–2011
•'HSDUWPHQWRI'HIHQVH2SHUDWLRQV2IƓFHU
2007–2008
•86$UP\0LOLWDU\,QWHOOLJHQFH2IƓFHUŊ

EDUCATION
• BS, Political Science from
United States Military Academy at West Point
Dan Janes
CEO
“donuts are kind of my thing!always surrounded by great people. dedicated to service, and always attempting to see beyond the curve.” 26 years
10 years
42 years

SELFLESS

SERVICE

EXECUTIVE

LEADERSHIP
AS A

DISNEY FAN
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 59 | Brett Gordan
CRO
“i dig what we do besides, what other industry could be as much fun?” 17+ years

YEARS DESTINATION

MARKETING
44 years
WISHIN’ I WAS
FISHIN’
7 years

BEING A
DAD

RESPONSIBILITIES
• Leads consultation on client’s overall destination
marketing strategy and investment
•Guides account team on budget investment
and allocation
• Develops marketing technology solutions to meet
client needs
• Analyzes destination value propositions
and differentiators
• Reviews competitor destinations to highlight
opportunities and threats
• Guarantees ongoing long-term viability of
destination marketing strategies and return
on investment
• Uncovers strategy expansions based on analysis
of industry trends

RELEVANT EXPERIENCE
•0DGGHQ0HGLD&KLHI5HYHQXH2IƓFHU
2004–Present
• DiscoverTec, Technology Director, 1998–2004

EDUCATION
• BS, Business Management Information Systems
from University of North Florida
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 60 | Sarah Foster Hupp
COO
“i’m an outdoor and camping lover who gets hyped on telling stories about our client destinations.” 10 years
Notenough
114employees

DESTINATION

MARKETING

EXPERIENCE

HOURS IN

THE DAY

TO KEEP ON TRACK

RESPONSIBILITIES
• Leads agency operations
• Manages account team talent structure
• Oversees agency performance

EXPERIENCE
• Madden Media, COO, 2021–Present
• VP, Account Strategy, 2018–2021
• Director of Content, 2015–2018
• Content Manager, 2014–2015
• Senior Digital Media Specialist, 2013–2014
• Digital Media Specialist, 2012–2013
• Account Project Coordinator, 2011–2012
• Ad2 Tucson, President, 2012–2013
• The University of Arizona, Marketing,
Publications, and Media Coordinator, 2011

EDUCATION
• MBA, Marketing from The University of Arizona
• BSBA, Business Management and Marketing
from The University of Arizona
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 61 | Kristin Dialessi
VP, Destination Strategist
“i’m a former type-a who has been humbled by children; passionate about college sports and direct mail” 10 years
3 kiddos
13 years

IN DESTINATION

MARKETING

AT A STATE

TOURISM OFFICE

CALL ME MOM

RESPONSIBILITIES
• Day-to-day management of your Madden team
• Consults clients on overall marketing strategy
• Oversees research and strategic planning execution
•$QDO\]HVUHVHDUFKƓQGLQJVWRLGHQWLI\GHVWLQDWLRQ
strengths and weaknesses
• Develops intent-based audiences leveraging
insights from data
• Oversees account management to ensure project
progress and execution
• Presents performance reports, ROI, and visitation
impact at clients’ board or organization meetings

RELEVANT EXPERIENCE
• Madden Media, VP, Destination Strategy,
2020–Present
• Destination Strategy Director, 2018–2020
•:\RPLQJ2IƓFHRI7RXULVP
Brand Integration Senior Manager, 2016–2018
• Visitor Engagement Senior Manager, 2014–2016
• Destination Development Manager, 2013–2014

EDUCATION
• MTA, Tourism Administration from The George
Washington University School of Business
• BS, Marketing from University of Wyoming
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 62 | Charlie Littlejohns ,
Destination Strategy Director

RESPONSIBILITIES
• Consults clients on overall marketing strategy
• Develops relationships with destination partners
to create strategic collaborations
• Analyzes destination value propositions
and differentiators
• Reviews competitor destinations to highlight
opportunities and threats
• Ensures deliverable quality exceeds
client expectations
• Uncovers strategy expansions based on analysis
of industry trends
•,GHQWLƓHVPDUNHWRSSRUWXQLWLHVWKURXJK
networking relationships

EXPERIENCE
• Madden Media, Destination Strategy Director,
2020–Present
• Regional Account Manager, 2014–Present
• The Daily Mail, Advertising Account Manager,
2007–2013

EDUCATION
• BA Hons, Sport Management from Coventry
University
8 years
countless

DESTINATION

MARKETING

EXPERIENCE
too many

CUPS OF TEA
A DAY

MILES FLOWN
As an England native, I love football (the yanks call it soccer).

MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 63 | Seth Chalmers
Managing Media Director
“a data and numbers geek with a penchant for classic cars, good coffee, and building things!” 15 years
5 years
22 years

IN DIGITAL

MARKETING

DESTINATION

MARKETING

EXPERIENCE

SINCE BUILDING MY

FIRST WEBSITE

RESPONSIBILITIES
• Leads the digital media buying strategy,
including the media investment management
and development of media plans
• Manages the day-to-day team executing
the optimizations
• Oversees tracking and analytics set-ups
• Builds the narrative for performance reporting

EXPERIENCE
• Madden Media, Managing Media Director,
2021–Present
• Visit West Hollywood, Director of Digital,
2017–2021

EDUCATION
• Studied International Business at Georgia State
University
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 64 | Bria Hammock
Managing Creative Director
15 years

AS A PROFESSIONAL

DESIGNER
6 years

AS A CREATIVE

DIRECTOR
36 years

AS A SUCKER FOR

VINTAGE CARS

RESPONSIBILITIES
• Creates creative campaign strategy
• Leads client communication and review of
creative assets
• Runs onboarding creative conversations
• Creates and guides clients through brand
discovery workshops
• Develops creative briefs to capture brands’
identities and visual characteristics
• Ensures quality of all creative materials and
client deliverables
• Leads creative brainstorming sessions internally
and with clients
• Integrates insights from data into design to
ensure they resonate with intent-based audiences
• Plans photo and video shoots

RELEVANT EXPERIENCE
• Madden Media, Creative Director, 2020–Present
• Bighorn Design Studio, Creative Director,
2018–2020
• West Edge Collective, Senior Graphic Designer,
2015–2018
• Sierra Trading Post, Graphic Designer, 2010-2015

EDUCATION
• BA, Advertising and Graphic Design from
Marist College
“this picture couldnot be more me.”
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 65 | Alison Mairena
Account Strategist
4 years

MARKETING

EXPERIENCE
#1

STEVIE NICKS
FAN
2 NUMBER OF TIMES

HIT BY CAR WHILE
BIKING

RESPONSIBILITIES
• Coordinates day-to-day account activity
• Leads account team in campaign execution
• Oversees creative development and
media buying
• Sets weekly priorities for account team
• Leverages insights from data to optimize strategy
• Maintains day-to-day communication with client
•,GHQWLƓHVHPHUJLQJWUHQGVLQWRXULVPDQGPHGLD
to enhance campaign
• Leads meetings with client and presentations on
campaign performance
• Compiles monthly campaign reports and weighs
in on quarterly business reviews
• Analyzes media performance to identify
adjustments in tactics or creative

EXPERIENCE
• Madden Media, Account Strategist, 2019–Present
• The University of Arizona, Technology Marketing
Associate, 2018–2019
• Edward Via College of Osteopathic Medicine,
Communications Intern, 2018
• Virginia Tech, Marketing and Communications
Intern, 2017
• Marketing Assistant, 2016–2017
• The Lala, Marketing and Public Relations
Representative, 2015–2016

EDUCATION
• BA, Public Relations, Advertising, and Applied
Communication from Virginia Tech
“seeker of the best tacos and I’m always on the hunt for my next trip!” MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 66 |

RESPONSIBILITIES
• Places advertisements on media platforms
• Analyzes media performance and optimizes to
enhance campaigns
• Supports media plan development and
channel selection
•,GHQWLƓHVHPHUJLQJPHGLDFKDQQHOVIRUFOLHQWV
• Executes integrated marketing campaigns
featuring a combination of traditional and
digital channels

EXPERIENCE
• Madden Media, Media Specialist, 2019–Present
• IMI Agency, Project Coordinator, 2016–2019

EDUCATION
• BA, English Language and Literature from Arizona
State University
• AA, Creative Writing from Pima
Community College

CERTIFICATIONS
• Google Search
• Google Display
• Google Video
• Google Analytics
Nicole Ellsworth
Media Strategist
“i’ll try everything once are my famous last words.”
7 years
18,000 ft

DIGITAL

MARKETING

EXPERIENCE
DISTANCE I’VE

SKYDIVED
25+ hours
SPENT

WAKE SURFING
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 67 | Stacey Gregory,
Content Strategist
Copy and crochet are my jam.
18 years
19 dogs
22 years

COPYWRITING

EXPERIENCE

WORKING IN

THE TOURISM

INDUSTRY

FOSTERED

RESPONSIBILITIES
• Brings content strategy to life through
written storytelling
• Develops taglines for brand development
• Creates storylines about destination experiences
that speak to intent-based audiences
• Analyze search keywords and SEO to optimize
digital content
• Writes content for emails, social media posts,
websites, articles, blog posts, direct mail, display
ads, out-of-home ads, and more
• Write scripts for videos
• Oversees content development
• Conducts content audits of clients’
content libraries

RELEVANT EXPERIENCE
• Madden Media, Content Strategist, 2020–Present
• Watermark Retirement Communities, Copywriter,
2019–2020
• Simpleview, Communications Specialist,
2017–2019
• Global Connections, Inc., Creative Director,
2004–2017

EDUCATION
• BA, Communications, Advertising, Media, Public
Speaking, Radio from University of Missouri–
Kansas City
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 68 | Andrea Howlett,
Creative Strategist “make it simple,Wjih^\c^ÁXVci#·
20 years
8 >cÁcViZ

EXPERIENCE PUTTING

CUSTOMERS AND

CLIENTS FIRST

COUNTRIES

VISITED
NUMBER OF 90s

SONG LYRICS

MEMORIZED

RESPONSIBILITIES
• Helps develop campaign strategy
• Integrates insights from data into designs
• Ideates designs, themes, and concepts during
creative brainstorming sessions
• Develops creative assets
• Creates website layouts and designs web pages
• Designs graphics, logos, and typography for
brand development
• Oversees photo and video shoots
• Edits photos and videos into ads for different
media platforms
• Works with media experts to plan out ad narratives
• Creates email templates

RELEVANT EXPERIENCE
• Madden Media, Creative Strategist, 2019–Present
• CCMC, Account Receivable, 2010–2014

EDUCATION
• BFA, Illustration & Design from
The University of Arizona
• Associate of Arts and Sciences, Digital Arts from
Pima County Community College
MADDEN | Your Madden Team
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

69 REFERENCES
(Want to know more? Ask these fine folks.)
Council Agenda 5-17-2022 12.B
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April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 70 |

REFERENCES

DISCOVER CRYSTAL RIVER
John Pricher
Executive Director
[email protected]
352-794-5506

VISIT TAMPA BAY
Patrick Harrison
CMO
[email protected]
813-598-3826

VISIT PORT ARANSAS
Brett Stawar
CEO
[email protected]
361-749-5919
MADDEN | Example Marekting Plan and Campaign

THREE CURRENT CLIENTS

GRAND CANYON WEST
Lea Cooper
Marketing Director
[email protected]
888-868-9378

TRAVERSE CITY TOURISM
Trevor Tkach
President/CEO
[email protected]
231-357-5483

VISIT CHEYENNE
Domenic Bravo
CEO
[email protected]
307-778-3133

THREE CURRENT MEDIA REFERENCES
Council Agenda 5-17-2022 12.B
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COST OF SERVICES
(oh, yeah. We see you, elephant in the room.)
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 72 |

PRICING
We will process payments as media runs and deliver monthly billing invoices.

Direct media spend will be passed through without a markup. All other services will be based on an equally distributed payment schedule. This ensures you have the team available to support your needs throughout the year regardless of your media spend during any particular season.

COST
Strategy and Account Leadership Your overall account strategy, management, and planning happens here.$48,960
(Optional) Research and Data Analysis This includes a custom destination intelligence dashboard in Voyage to provide key performance insights. This can be considered as an optional add-on.
$46,000
Creative Support We will work to plan your creative assets and develop ads and collateral materials.$62,400
Production This includes a website redesign ($35,000) and a custom photo and video shoot ($30,000).$65,000
Media Management We will plan, negotiate, place, measure, and optimize all media.$113,520 Direct Media Spend This is your media buying budget that will be passed through as a direct expense without a markup. $372,000
(Optional) MarTech Support We will enhance and optimize your website, and manage all aspect of your email marketing program. This can be considered as an optional add-on.
$41,640
TOTAL $749,520
MADDEN | Cost of Services
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

73 APPENDIX
(think of this as unlocked bonus content.)
Council Agenda 5-17-2022 12.B
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 74 |

WE WORK WITH AMAZING CLIENTS
• Amarillo CVB
• Arlington CVB (TX)
• Arlington CVS (VA)
• Atlanta CVB
• Boise Convention & Visitors Bureau
• Bozeman CVB
• Bradenton Area CVB
• Branson Lakes Area COC/CVB
• Buellton CVB
• Buffalo Niagara CVB
• Charleston WV CVB
• City of Brenham
• City of Denison TX
• City of Frisco
• City of Grand Prairie
• City of Independence
• Clay County Commission
• Cleveland Mississippi Tourism
• College Station CVB
• Columbia County Tourist
• Destination Bryan
• Destination Gettysburg
• Destination Panama City
• Development Council
• Discover Crystal River
• Discover Green Bay
• Discover Long Island
• Discover Odessa
• Discover Stillwater
• Division of Arkansas Tourism
• Dolphinaris Arizona OOB
We partner with over 200 travel and tourism organizations nationally each year.

Here is a representative sample of our clients, and we can provide a full list with years of service and scopes of work for each, upon request. • Elkins-Randolph County Tourism CVB
• Experience Columbia SC
• Experience Prince George’s County CVB
• Explore Elgin CVB
• Explore St. Louis
• Florida Keys & Key West Tourist Council
• Florida’s Adventure Coast Visitors Bureau
• Florida’s Sports Coast
• Galena Country Tourism
• Grand Canyon West
• Greenwood CVB
• Happy Valley Adventure Bureau
• Hermann Tourism Department
• Idaho Department of Commerce
• Jamul Casino
• Kansas City KS CVB
• Lake County Agency for
Economic Prosperity
• Lake Havasu City CVB
• Lake of the Ozarks/Tri County Lodging
•
œÕˆÃˆ>˜>"vwViœv/œÕÀˆÃ“
• Lubbock CVB
• Lubbock Economic Development Alliance
• Lumberton Visitors Bureau
• Market Lubbock
• McDowell County CVB
• Meet Chicago Northwest
• Missouri Division of Tourism
• Mt. Hood Columbia River Gorge
• Naples, Marco Island, Everglades CVB
• Norman CVB
MADDEN | Client List
• Northern Virginia Tourism Partnership
• Pawleys Island
• Pebble Beach Concours d’Elegance
• Platte County CVB
• Port of San Diego
• *Àˆ˜Vi7ˆˆ>“
œÕ˜ÌÞ"vwViœv/œÕÀˆÃ“
• Saint Charles CVB
• South Carolina’s Hammock Coast
• -«Àˆ˜}wi`
6 • St. Augustine, Ponte Vedra &
The Beaches CVB
• St. Charles Convention & Visitors Bureau (IL)
• St. Joseph CVB
• St. Joseph Chamber of Commerce
• St. Lucie County Tourist
• State of Washington Tourism
• Suwannee County Economic

iÛiœ«“i˜Ì"vwVi
• Suwannee County Tourist
Development Council
• Table Rock Lake Area COC
• Texas Travel Alliance
• Texas Travel Alliance
• Town Of Farragut
• Travel Marquette
• Travel Nevada
• Traverse City Tourism
• Vicksburg CVB
• Visit Alexandria
• 6ˆÃˆÌ >ŽiÀÃwi`
• Visit Bellevue Washington
• Visit California
• Visit Carmel
• Visit Casper
• Visit Cheyenne
• Visit Concord
• Visit Dana Point
• Visit Franklin
• Visit Frisco
• Visit Hattiesburg
• Visit Idaho
• Visit Jackson Mississippi
• Visit Luzerne County
• Visit Meridian
• Visit Midland
• Visit Milwaukee
• Visit Newberg
• Visit Norman
• Visit Oakland
• Visit Petaluma
• Visit Pinedale
• Visit Port Aransas
• Visit Rancho Cordova
• Visit Sebring
• Visit Tallahassee
• Visit Tampa Bay
• Visit Valdosta CVB
• West Virginia Department of Commerce
• Willamette Valley Visitors Association
• Wisconsin Department of Tourism
• 7ޜ“ˆ˜}"vwViœv/œÕÀˆÃ“
Beverly Hills Conference & Visitors Bureau
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
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MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 75 | VOYAGE SPOTLIGHT: TRAVERSE CITY TOURISM

SITUATION
Traverse City Tourism wanted to collect short-term rental tax, which ZRXOGVLJQLƓFDQWO\LQFUHDVHWKHLURSHUDWLQJEXGJHW+RZHYHU they needed evidence showing a direct correlation between their advertising and overnight stays in short-term rentals to show their local and state legislatures. We used Voyage’s geolocation data FDSDELOLWLHVWRDQDO\]HWKHRULJLQPDUNHWVRIYLVLWRUWUDIƓFLQWRKLJKO\ saturated short-term rental areas.

APPROACH AND EXECUTION
First, we established geofencing around the top areas in Traverse City with short-term rental density (excluding hotels). 7KHQZHLGHQWLƓHGWKHWRSPDUNHWV7UDYHUVH&LW\7RXULVP places advertising and analyzed how many devices traveled from those origin markets and stayed overnight in one of our geofenced areas. We then analyzed this data and found a moderate to strong correlation between media impressions and overnight stays in short-term rentals. We integrated this data into Voyage’s visualization dashboard so Traverse City Tourism could easily share the data with the legislatures.
|
MADDEN | Appendix
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 76 | VOYAGE SPOTLIGHT: DISCOVER KALAMAZOO

SITUATION
Discover Kalamazoo believed generating visitations from regional, low-cost road trippers would yield the greatest ROI. We set out to analyze this target audience’s visitation behavior and the economic impact of their visits.

APPROACH AND EXECUTION
0DGGHQLGHQWLƓHG.DODPD]RRōVWRSRULJLQPDUNHWVZLWKLQDIRXUKRXUGULYLQJUDGLXV WRGHƓQHDVSHFLƓFURDGWULSSHUDXGLHQFH:HWKHQLQWHJUDWHG.DODPD]RRōV7UHDVXU\ Department data into Voyage, providing the Discover Kalamazoo team with daily updates and historical trends on hotel tax remittance data. This provided a way to show correlations between increased road tripper visitations and increases in tax dollars.

This also gave Discover Kalamazoo a tool to manage partners needing to remit their tax dollars, project future budgets, measure the impact of large in-market events, and execute correlation studies to understand the impact of its marketing campaigns.

MADDEN | Appendix
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

MADDEN MEDIA CONFIDENTIAL DOCUMENT CITY OF PISMO BEACH RFP RESPONSE 77 | VOYAGE SPOTLIGHT: DISCOVER KALAMAZOO
ŏ:HƓUVWFRQVLGHUHG9R\DJHDVDJHRORFDWLRQGDWDVRXUFH:KHQZHVDZ that it could be a much broader solution for our comprehensive business intelligence requirements, it was an easy decision to go with Voyage [for all our needs]. Since adopting the platform, it has become an integral tool for analysis, decision-making, and reporting. As per our original intent, we have access to data we weren’t purchasing separately including geolocation and AirBnB data, and even more valuable, we have almost all of our key data on one easy-to-access dashboard. Gone are the days of pulling up multiple 675;/6ƓOHVWRWU\WRLGHQWLI\WUHQGV
“Most valuable, though, is the usability and functionality of the dashboard itself. I can easily visualize our accommodations tax remittances by hotel on a daily basis, allowing me to identify trends to make quick investment decisions outside of our usual monthly reporting cycle. I can instantly pull up visitation data by partner to see if a particular campaign has had the intended effect and therefore if we should repeat it or retool. I recently used data insights I gleaned from the dashboard to realign our workforce, and thanks to WKHFKDUWLQJIXQFWLRQDOLW\RI9R\DJHLWZDVHDV\WRH[SODLQWKHFKDQJHWR my board in a visually compelling way. The Madden team are experienced strategic partners, not just executors, and work with us to adjust the dashboard WREHVWUHŴHFWRXUVWUDWHJLFLQWHQW7KH\DUHDOVRLQQRYDWRUVDQGKDYHJUHDW ideas for how to make this an even more valuable tool going forward.” Jane Ghosh, President & CEO
MADDEN | Appendix
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Madden is a full-service destination marketing agency on a mission to spark imagination, nurture curiosity, and connect people to communities.

Our diverse team creates collaborative, creative-driven solutions for destinations that improve economies and lead to a vision of a better world. you made it!
thanks for rea
d
i
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g
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Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Prepared for City of Pismo Beach/LBID
Prepared by TJA Advertising TJAAdvertising.com
Response to RFP Tourism Marketing
City of Pismo Beach/LBID
March 25, 2022
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Dear RFP Selection Committee:

We have been very proud of our long business partnership with the City of Pismo Beach and the LBID over these many years. Our entire team looks forward to the opportunity to continue to make the destination the envy of the rest of the state and county, as it relates to growth in TOT, sales tax revenues, RevPar, social media engagements, and website visits. Our number one goal is to mll our hotels and motels, vacation rentals, and RV resorts, so the lodging industry and the City of Pismo Beach continue to prosper.

Our extensive experience in tourism marketing, combined with our intimate knowledge of the Pismo Beach experience, will enable us to assume responsibility for this account without wasting costly start up time. Our of mces have been headquartered in downtown Pismo Beach for over a decade, many of our staff live here, work here, and play here. We not only market your various events, we also attend them. We volunteer in the community, and we are more than just a vendor; we are a part of the Pismo Beach community.

TJA recognizes it is not just about our past accomplishments, but rather the importance of looking to the future and developing a mscally benemcial and cutting edge marketing strategy going forward.

TJA recently completed the new 20222025 4trategic and Marketing Plan for Pismo Beach. Working with the CVB Board and Executive Director, PBHA and the City of Pismo Beach, we crafted a plan, which was unanimously approved by the CVB Board. This work is now completed, and we are ready to carry out our approved plan for the next years of the new contract.

We believe that our unique marketing skill set, combined with our knowledge of the City’s tourism assets, will enable us to enhance your efforts to bring more people, to enjoy more time, and spend more money in Pismo Beach. We feel that we are the right agency for this effort, at the right time, and now is the time to work together once again as partners in the continued success of Pismo Beach. 4incerely,
John Sorgenfrei
President and Owner, TJA Advertising
[email protected]
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

5 History
6 A Proven Partner
8 Past Campaigns and 4uccesses
10 Marketing Campaigns and 4uccesses
12 CVB 4trategic Plan
13 CVB 4trategic Imperatives
14 Target Market and Demographics
15 Pismo Beach Creative
16 Marketing 4trategies
17 Collaborative Partnerships
18 Expanding Brand Initiatives
19 Visitor and Resident 4atisfaction
20 Advertising and Marketing Objectives
21 The Past, the Present and the Future
22 4tewardship and Educational Outreach
24 4ocial Media 4uccess
25 Marketing and Media Plan 2022202
26 Additional Budget LBID Reserves
27 Agency Compensation and Budget
28 Meet Our Team
30 The TJA Organization
31 References
Content
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Proposal submitted by
0DLQ2IÀFH
500 Cypress 4treet, 4uite 4, Pismo Beach, CA 
05
5020 | 05
5022 FA 9 | [email protected]
Management Team Pismo Beach
John Sorgenfrei | Account 4upervisor
Claudia Torkelson | 4ocial Media Director
Quint Stevens | Creative Director
Rick Turton | Website Online Director
Georgina Stassi | Director of Public Relations
Eileen Morris | Content Creator and Director of 4tewardship & Educational Outreach
Melissa Hageman | Finance Manager
TJA Advertising & Public Relations, Inc.
4 Corporation
4 City of Pismo Beach/LBID
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General Capabilities
• Account Management
• Creative 4ervices
• 4ocial Media
• Public Relations
• Government Relations
• Budget Planning
• Media Planning/Buying
• Radio and Print Production
• Television & Web Video Production
• Web 4ite Design and Management
• Native Advertising Creation
• Digital Marketing
• 4ales/Informational Brochures
• Coop Coordination
• Video Presentations
• Market Research
• NonTraditional Media
• Branding Campaigns
• Innuencer Management
For more than 2 years, TJA has been on the leading edge of advertising and public relations in 4an Luis Obispo County. Today, we are one of the longest established fullservice advertising agencies on the Central Coast.

Our fullservice agency offers clients a complete menu of communications services provided by a staff of professionals with unparalleled skills and abilities in this market.

History
City of Pismo Beach/LBID 5
Council Agenda 5-17-2022 12.B
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• Over a decade of proven quality service to the City of Pismo Beach and the LBID.
• Long established company with strong mnancial strength and stability. • Continued growth in TOT, RevPAR and Occupancy for Pismo Beach under our direction.
• We know your business; there is no need to spend time and money training a new agency.
• Agency principle and mrm owner is your lead account representative and will continue to be for the next full contract period. • John 4orgenfrei serves on the Visit 4LO CAL Marketing Committee, providing increased knowledge of current campaigns, tactics and coop opportunities that some other agencies would not have available.
• Our ofmce is located in downtown Pismo Beach. We are not only local, but we are in the City of Pismo Beach doing business. We are a part of the community of Pismo Beach.
• Being local, there are no travel expenses, we attend all events and meetings, and we are here for you any time, any place, in minutes of your requests.

• TJA has demonstrated its desire and ability to respond during a crisis and to be nexible to meet the City’s needs. We cut our contract by 80%, stopped all advertising, and reduced spending for months during the outbreak of COVID . However, we were there each day for Pismo Beach to execute P4As, press releases, and other communications to residents, as well as the visitor markets, about restrictions and safety. When the time was right to start marketing again, we were there, ready to bring our visitors back, with record increases in revenue for the lodging industry and the City of Pismo Beach.
• Our agency has been placing media for a long time. We have solid media partnerships with the Los Angeles Times, 4an Francisco Chronicle, 4an Jose Mercury News, Google, Facebook, Instagram, Los Angeles Magazine, Fresno Bee, and many other national media services, both in traditional and digital media. We know what rates and programs to secure, and always at the most competitive prices, with value added programs secured at no cost to the client. • Advertising has earned the trust and respect of the lodging industry (PBHA), the City of Pismo Beach, and other supporting partners, such as Visit 4LO CAL and CCTC.
• TJA produced a targeted media campaign along with new creative for diversity and continues to promote this on behalf of Pismo Beach. • We recognize the importance of the residents of Pismo Beach and how tourism can affect their quality of life. Living and working in the community, and having served on the Planning Commission of Pismo Beach for over ten years, have provided TJA with a unique perspective on this very important issue.

TJA Advertising and Public Relations - a Proven Partner 6 City of Pismo Beach/LBID
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Outdoor Creative 202 and 2022
City of Pismo Beach/LBID 7
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Pismo Beach CVB and LBID
TJA has worked with the Conference & Visitors Bureau of Pismo Beach, LBID, PBHA, and the City Council to rebrand and reposition the City of Pismo Beach to a more af nuent visitor over the years. The goal was to increase TOT from visitors spending more money and staying longer.

The media was redirected, the image and theme of all the advertising was changed, and this resulted in a much higher TOT and larger general fund growth rate. The lodging properties also enjoyed more visitors coming to Pismo Beach from Orange County, Los Angeles, 4an Francisco, and other target markets, with less dependency on Central Valley visitors. Pismo Beach continues to enjoy a higher room rate and increased city revenues each year. While there are many factors, which contribute to the City’s success, we feel our mrm has played a signimcant role in this positive outcome. We continue to have more visitors than any other city or BID in the County and beyond, and our TOT has experienced solid growth over the years. This growth and other milestones will be discussed later in this proposal.

Tourism and destination promotions have been a cornerstone of our business since our inception 42 years ago, and we have a long history in the area of tourism marketing. We have produced advertising and marketing campaigns for a wide variety of tourism-related accounts. Many of these campaigns involved media placement, creative design, social media, web site development/design, digital marketing, public relations, branding, market research, broadcast television, radio, Internet advertising, email newsletters, event development/promotion, and a wide array of collateral production. One of our long-established clients is Pismo Beach. We have been proud to serve all of your marketing needs for over a decade, and we look forward to continuing this very successful partnership for many years to come. We have only begun to achieve what we can achieve together.

Past Campaigns and Successes
8 City of Pismo Beach/LBID
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Highway 1 Discovery Route
TJA Advertising has been proudly managing the social media accounts for the Highway  Discovery Route since 20. Additionally, TJA is responsible for the daytoday content creation, community management, and reporting on all social media platforms. During CBID meetings, Highway  Discovery Route’s other Local Fund Areas look to TJA for guidance on their social media content. For example, TJA created a social media toolkit as a guide for the LFAs to use during the Hidden 4ecrets campaign.

Avila Beach
TJA assisted Avila Beach business and lodging owners in securing tourism mitigation funding from Unocal for losses incurred because of the Avila Beach oil spill. Unocal agreed to provide funding (00,000), but it would not release these funds until a marketing and branding plan was developed and approved by them. TJA developed the marketing plan, which included the use of market research and data retrieval, to demonstrate the best use of future media and public relations efforts.

TJA produced outdoor advertising, designed the website visitavilabeach. com, wrote and produced a short video for tourism outreach, and worked with the lodging and business community to develop the mrst ever Avila Fish and Farmers’ Market event, which brought thousands of new people into Avila Beach. TJA worked with the business and lodging community of Avila Beach, making the small beachside community a valued tourist destination once again. Today, TJA continues to work with Avila Beach on growing its tourism, including participating in many co op and shared events with Pismo Beach.

City of Pismo Beach/LBID 9
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Marketing Campaigns and Successes
Present and Past Marketing Experience
TJA Advertising has a great deal of experience working with many DMOs, lodging properties, events, and other related tourism accounts.

Our depth of experience in tourism goes back over 20 years. • City of Morro Bay (Agency of Record for over 20 years) • Moonstone Hotel Chain (Branding campaign for all 0 properties) • Sycamore Mineral Springs (Agency for over 0 years) • Dolphin Bay Resort (Marketing the opening of hotel) • City of Solvang (Agency of Record for over 5 years) • San Luis Obispo County Airport (Logo design and served on the Marketing Committee)
• Merced Airport (Marketing grant for small airport development) • Santa Maria Airport (Agency for over 8 years, promoted new Allegiant Air 4ervice. Public Relations, advertising, logo design and collateral)
• San Luis Obispo County Tourism (Developed coop campaigns prior to the formation of BID)
10 City of Pismo Beach/LBID
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Present and Past Tourism Event Marketing
Experience
TJA Advertising has handled all of the marketing of these events, which involved public relations, advertising, logistics, video production, website insertions, collateral and more.

• Wine, Waves & Beyond
• Chardonnay Symposium
• Taste of Pismo
• Jazz Jubilee
• :6$6XUÀQJ&KDPSLRQVKLSV
• 3LVPR%HDFK,6$:RUOG3DUD6XUÀQJ&KDPSLRQVKLSV
• Pismo Beach Clam Festival
• Pumpkins in the Park
• Wine Walks
• Classic California Christmas
• &KDSPDQ+RXVH6ZLQJLQ·E\WKH6HD
• Pismo Classic Car Show
• Holiday Harmony & Tree Lighting Ceremony
• 4th of July Fireworks Celebration
• 3DFLÀF%UHH]H&RQFHUWV
City of Pismo Beach/LBID 11
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Pismo Beach CVB Strategic Plan
Brand
Pismo Beach is a Classic California
beach town, where visitors emotionally
attach themselves to its laid back,
coastal lifestyle. With a rich wine
region just 0 miles away, and outdoor
adventure opportunities that are
unsurpassed, visitors experience
destination loyalty that inspires them to
return regularly. We create meaningful
experiences with our visitors so they
return and share their positive travel
stays with family and friends.

Strategic Imperatives
Grow tourism in a targeted and
responsible way; work with tourism
partners; expand brand initiatives; and
ensure repeat customers through
visitor satisfaction.

Mission Statement
The Pismo Beach CVB builds overnight
visitor revenues, as well as destination
awareness, by consistently promoting
an identimable, effective, and ongoing,
targeted promotional message. The
CVB serves as the voice of Pismo
Beach tourism.

Vision
The Pismo Beach CVB manages, with
integrity, the brand for the destination of
Pismo Beach through its relationships
with strategic partners, and delivering
smart tourism growth by utilizing
leading edge promotional tactics.

Role
The Pismo Beach CVB provides the
City of Pismo Beach and the lodging
industry comprehensive tourism brand
management and awareness through
collaborative partnerships and a
targeted marketing and promotional
budget. The Board also serves as an
advisory group to the Pismo Beach
City Council as it relates to tourism
and collaborates with the Pismo Beach
Hospitality Associates on marketing
initiatives.

CVB
Strategic Plan
1 24
3 5
CVB
Strategic Plan
1 24
3 5
12 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Pismo Beach CVB Strategic Imperatives
Strategic
Imperatives
Collaborative Partnerships
Collaborative partnerships and strategic
alliances increase the awareness of
tourism available in the City of Pismo
Beach by working collaboratively with
Visit 4LO CAL, Visit California, CCTC,
PBHA, the Chamber of Commerce,
4LOCoast Wine Collective, Edna Valley
Wineries and the Land Conservancy of
4LO County.

Smart Tourism Growth
Conduct focused Behavioral and
Demographic targeting to ensure growth
is not limited to occupancy, but also
drives RevPar and TOT growth. This
will create a lower impact on the local
community, enjoying the beaches and
other City of Pismo Beach resources.

Develop a 4ustainable Tourism Plan
that will have specimc goals and
objectives on how to limit the impact on
the residents of Pismo Beach from the
visitor population coming into the City.

Excellent overall satisfaction of visitors,
who are excited to return and share
experiences with their friends, is the
measurement that proves we have
accomplished our goals of standing
behind our brand, Classic California.

Various research projects will be
done to help to guide us on providing
better satisfaction from both the visitor
population as well as residents of Pismo
Beach.

Visitors and Residents
Expand brand initiative and awareness,
and increase tourism competitiveness,
by communicating to visitors who we
are through our branding. The Classic
California brand works to ensure that
customers connect with Pismo Beach’s
unique lifestyle and everything else the
City has to offer. Continue to promote
Wine & Waves branding and Outdoor
Coastal Adventure with the addition of
the Pismo Preserve.

Brand Awareness
1 2
4 3
City of Pismo Beach/LBID 13
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

To support travel to Pismo Beach in the offseason (nonsummer), when the lodging properties need it most, the following target demographics are listed in the order of importance and emphasis.

Target Market and Demogaphics

Empty Nesters
Able to travel mid-week and during the off-season.

Upscale visitors who spend more and stay longer.

Multigenerational Travelers
Share experiences and build memories with
their kids and grandkids. Tend to plan trips
around milestone events.

NextGen Travelers
Younger singles and couples, feel good travelers,
seeking stewardship and eco-friendly travel using
most recent technologies to navigate trips.

Day Trip Visitors
Enjoy the beach, water activities, wine and
dining, nature and relaxing, and shopping.

Focus efforts on the 4 to 6 hour drive market to Pismo Beach, including:
3 4
5 1 2
• Market to Southern and Northern California.
• New marketing to Sacramento and San Diego.
• 0DUNHWWR%DNHUVÀHOGDQG)UHVQRWRHQFRXUDJH
overnight stays and avoid day-tripping, using
lodging specials in the off season.
• Work with Visit SLO CAL on co-op opportunities in
WKHÁ\PDUNHWVRI6DQ'LHJR6HDWWOHDQG3RUWODQG
• Develop a “Stay Vacation” campaign within
Northern Santa Barbara County (Santa Maria) and
San Luis Obispo County to encourage overnight
stays versus day-tripping in the off season.
14 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Pismo Beach Creative
Billboard
Utilizing the recent research studies done by the CVB and Visit 4LO CAL, we will target our efforts on a drive market, with emphasis on both Northern and 4outhern California, and add 4acramento and 4an Diego. The target audiences, demographics and goals and objectives have been covered in the RFP for more detail. Creative will feature relaxation, fun, family, the chance for introspection, and a destination that offers value and less stress.

City of Pismo Beach/LBID 15
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Marketing Strategies
Pismo Beach is truly Classic California, famous for its historic pier, miles of beautiful white sand beaches, and a rich wine region only minutes DZD\,W·VZKHUHVDQGVXQVHDDQGVN\FRQYHUJHWRFUHDWHWKHLGHDOJHWDZD\&DOLIRUQLD·VJROGHQSDVWLVDOLYHDQGZHOOLQ3LVPR%HDFK 3LVPR%HDFK·V%UDQGLQJ3RVLWLRQ6WDWHPHQW
Objectives

1.Increase shoulder season growth and midweek travel to lower the impact of visitors on the resident population and aid the lodging properties when occupancy slows.

2.Continue to market to the areas of 4outhern California and Bay Area and target a higher demographic spender, keeping occupancy level while providing more revenue.

3.Continue to not promote Daytripping in any market to avoid overcrowding in the town and lessen the impact on our local residents.

4.Explore new markets of 4acramento and 4an Diego to increase overnight stays and limit daytrippers.

5.Expand our marketing and targeting to the outdoor enthusiast by the offering of the Pismo Preserve and other coastal attractions.

6.Continue to market to the wine enthusiast with our Wine & Waves branding and the ongoing cooperative work with the 4LO Wine Collective.

Strategies

1.Targeting and research to increase effectiveness at reaching various markets with a trackable call to action.

2.Attend industry tradeshows to secure group and FIT business that maximizes revenues for lodging properties.

3.Promote and maximize the potential of local events that encourage visitors to stay longer via a variety of activities.

4.All banners, marketing materials, brochures, and social media posts/videos will have a call to action to utilize ExperiencePismoBeach.com.

5.Develop and explore co op and marketing opportunities to exploit the new air service to 4an Luis Obispo.

6.Develop targeted marketing tactics to support the new Pismo Preserve and other coastal adventure activities.

Measurements

1.Increase RevPAR and TOT Growth by % each year 20222025.

2.Calculate how many group tours came through Pismo Beach.

3.Obtain surveys from event organizers showing out of area attendee data.

4.20% increase in visitors to ExperiencePismoBeach.com through the call to action.

5.Track visitors to ExperiencePismoBeach.com and lodging pages.

6.Grow 4ocial Media by 0% each year 20222025 across all platforms.

7.Track Trip Advisor visits.
on.
erties.
activities.
ilize
o.
vities.
16 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Collaborative Partnerships and Strategic Alliances
Objectives

1. Foster relationships with strategic partners and the lodging community.

2. Increase communication with local businesses and the hospitality industry on efforts and upcoming events.

3. Enhance hospitality industry experience: national tourism week, restaurant month, and cooperative marketing.

4. Work closely with Visit 4LO CAL to explore future coop opportunities and to avoid duplication of efforts wherever possible.

Strategies

1. Attend 4ummits and Board Meetings of state and county tourism organizations.

2. Participate in memberships and activities that are mutually benemcial to maximize opportunities for Pismo Beach.

3. Distribute a monthly newsletter that is benemcial and informative for all partners.

4. Work to package, partner, or coop with Brand U4A, Visit California, CCTC, Visit 4LO CAL, LBID, Chamber of Commerce, and 4LO Coast Wine Collective.

5. To identify quality Innuencers and have them support the 4ocial Media tactics, with followers as well as gaining photography and video to add to the creative library for Pismo Beach

6. 4upport 4ocial Media, advertising and PR with partnership with regional magazines, such as LA Magazine, Orange Coast, 805 Living, and other targeted publications and digital platforms.

Measurements

1. Track meeting attendance.

2. Evaluate participation in CVB events and newsletter call to action.

3. Create a semiannual survey to send to partners to evaluate relationship and participation to make sure we are maximizing our efforts.

4. Coop advertising placed with a trackable call to action.

5. Measure FAM Trip stories.

6. Track future lodging stays from FAM trips.

7. Look at both visitor satisfaction as well as resident satisfaction and determine how programs are received to improve satisfaction to both groups.

City of Pismo Beach/LBID 17
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Expanding Brand Initiatives and Awareness
Objectives

1.Attract visitors to Pismo Beach by utilizing Pismo Beach brands of Classic California, Wine & Waves, Experience Pismo Beach, and Outdoor Adventure. Utilize Research and Development to support these current brands and ensure that these continue to be important and signimcant as our target markets evolve and change.

2.Continue to target midweek travelers and empty nesters to increase revenue during the off season.

3.Continue to seek out coop opportunities for additional research and development with Visit 4LO CAL and Visit California to perform research and studies on target markets, visitor analysis, and other visitor surveys to help guide all marketing programs.

Strategies

1.Develop more video content to support our branding and marketing.

2.Develop more native content to support our brands.

3.4ponsor events and activities that align with and further develop our brands.

Measurements

1.Continue to report impressions and referrals to the Lodging page after each advertising campaign on ExperiencePismoBeach.com.

2.Monitor TOT, RevPAR, and occupancy, as well as followers on Instagram and fans on Facebook.

3.Measure success of advertised events by attendance and ticket sales.

4.Continue to measure newsletters open rate and subscriber growth.

5.Continue to report website stats and growth for ExperiencePismoBeach.com. g campaign on
y, as well as followers on Instagram and fans on Facebook. s by attendance and ticket sales.
n rate and subscriber growth.
rowth for ExperiencePismoBeach.com.
18 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Visitor and Resident SatisfactionVisitor and Resident Satisfaction Objectives

1. Provide a unique and memorable experience to visitors that will create destination loyalty and inspire them to return again.

2. Increase brand awareness and social engagements, such as likes, comments, shares, and pins, throughout social media platforms.

3. Develop and execute new resident awareness campaign showing the value of tourism and its delivery of needed revenue to pay for city services that the residents enjoy.

4. Create a PSA campaign with Sam and Pam the clams to educate and inform visitors how to be a better guest while in Pismo Beach.

5. Create a new campaign to promote exclusive offers of discounts in lodging, dining, and other retail businesses in Pismo Beach for residents to enjoy.

6. Continue to work with Visit SLO CAL and SLO Wine Collective on co-op programs for advertising, research, and event participation.

City of Pismo Beach/LBID 19
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Advertising and Marketing Objectives
Short and Long Term
Smart Tourism Growth
• Create a P4A campaign with 4am and Pam the Clams to educate and inform visitors how to be a better guest while in Pismo Beach. • Create and increase multiple overnight stays in all lodging properties in Pismo Beach, with major emphasis on midweek travel in the shoulder seasons of fall, winter, and spring. • Increase website trafmc and referrals to the lodging pages. • Collect more data and research about the City’s market position. • Develop a subbranding for the outdoor enthusiasts with new marketing targeted to this group in California. • Increase group, business, and corporate retreat business. • Motivate visitors to stay longer with a variety of multiday events and activities. • Develop more geotargeted campaigns to beach and wine travelers within our markets. • Advertising designed to get more revenue (RevPAR) with fewer visitors overall, quality versus quantity, to build resident buyin. • Develop a Designation Management 4tudy to help guide the City in ways to manage the guests, while making sure to provide the residents of Pismo Beach with a comfortable quality of life that balances the need for tourism with a positive lifestyle in Pismo Beach.

Collaborative Partnerships
• Create marketing and communication tools for the various lodging properties to copromote events and activities. • Create a new marketing portal to house current marketing and media plans, press releases, photography, videos, campaigns, and results.

This portal will be password protected and will grant access to all lodging properties in Pismo Beach, as well as the City Council, City 4taff, CVB Board, and PBHA members.
• Develop and maintain strategic alliances primarily with Visit 4LO CAL,Visit California, and the Central Coast Tourism Council. • Continue the partnership with 4an Luis Obispo County wine region to further the branding of Wine & Waves. • Produce cooperative marketing opportunities with related entities. • Provide fulmllment collateral for advertising responses and press inquiries. 20 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

TJA has a successful partnership with the City of Pismo Beach, one lasting over a decade. We are proud that we have continued to grow our tourism results and ROI each year for Pismo Beach. TJA recognizes the importance of approaching each year of our contract with new ideas and strategies, based on the most cuttingedge media, creative, and marketing. Always looking forward, TJA offers Pismo Beach the account service and attention it deserves.

While several members of our team have been with the agency servicing Pismo Beach for many years, we have also brought in new team members, who bring fresh ideas and solutions. This is also true of our partnerships with key vendors.

Our recent partnership with 4impleview, who offers their website and digital expertise to over 00 DMOs, provides us with new monthly insights on 4EO, Content Management, Google AdWords, and more.

Our new collaborations with Glocally, a social content creation company, assists us with engaging top social media innuencers from both the county and targeted drive market areas to visit and feature Pismo Beach on popular social media channels. By partnering with Glocally, we eliminate the other media middlemen, saving valuable ad dollars.

Glocally also partners with TJA on video production for YouTube, video streaming channels, and various social media platforms and uses.

We continue to generate new work with machine learning platforms such as AdTheorent. We use their machine learning to collect, organize, and analyze data to deliver realworld value and response. AdTheorent’s capabilities extend across the digital ecosystem to reach consumers where and when they are most receptive.

TJA Public Relations efforts have netted us many feature stories in major media outlets, including Los Angeles Times, 4F Gate, 805 Living, 4an Jose Mercury News, Travel & Leisure, Coastal Living Magazine, Los Angeles Magazine, Orange Coast Magazine, and many others, in print, digital and social media outlets and websites. We continue to pursue various new media sources to cover Pismo Beach. Additionally, we support Visit 4LO CAL on coop opportunities in public relations, working directly with their mrm Turner. We engage and partner with the Highway  Discovery Route’s public relations team on cross public relations opportunities.

Recently, TJA coordinated several market research studies on behalf of the Pismo Beach CVB and Visit 4LO CAL with 4MARI, a fullservice market research company. The results of these studies provided new direction on target demographics and new market opportunities. These mndings will be incorporated into our marketing plan as well as our creative and media execution going forward in 2022 and beyond.

New for 2022 and beyond, we will launch a new Pismo Beach Podcast, currently under development. 4ome of these podcasts will showcase upcoming events, interview Pismo Beach chefs and other interesting members of the community, explore Pismo Beach history, as well as delve into Wine & Waves related information, featuring local vintners from the nearby Edna Valley, and more.

With our mnger on the pulse of the most recent trend for more meaningful travel, TJA is developing, promoting, and enhancing 4tewardship Tourism by creating the Pismo Beach 4tewardship & Educational Outreach Program. To develop this program, we have added Eileen Morris to our team as our Director.

The Past, Present and Importance of the Future
TOT Generators
Website
Referrals
and Phone #
Click thru to
Website
50,871
Reservations
made
2,544
Average
length of stay
2 nights
Room nights
booked
2 nights
Average
room rate
$210/night
Bookings
generated
$1,068,291
Use phone #Phone # generates 2 times $
made through website bookings
Total bookings generated
$3,204,873
Total TOT generated
$352,536
Bookings generated
$2,136,882
TOT generated $236,024
City of Pismo Beach/LBID 21
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Goldie Dog Blog: Create “Pismo Pooch Ambassador” program and incorporate it into our Educational Outreach, addressing how to be sensitive to the environment while enjoying outings with your canine companions.

Pismo Preserve: Working with the 4LO Land Conservancy,
participants will learn about Pismo Beach’s rich California history, including the native people, plants, and animals, a California 4tate 4tandard.

Pismo Beach Stewardship and Educational Outreach
We are developing, promoting, and enhancing our 4tewardship Tourism by creating the Pismo Beach Stewardship & Educational Outreach Program. To develop this program, we have added to our team Eileen Morris, our Director of 4tewardship & Educational Outreach. Eileen enjoyed over 2 years of educating children in the Los Angeles Unimed 4chool District and implementing her school’s 4TEAM program. 4he has extensive business training, and holds a Master’s Degree in Educational Administration. Her absolute love, curiosity, and respect for the Central Coast and its history guides her creative ideas to educate, inspire, and excite community members, visitors, educators, and students about this area.

This program creates opportunities to practice 4tewardship in Pismo Beach, and it involves both Athem on how their personal impact and involvement can sustain and improve our area for generations to come. This program will be available to all and can be accessed in person or virtually through the Pismo Beach CVB’s website and social media channels (e.g., Podcasts, Tik Toks, Pinterest, Instagram, downloadable activities, etc.), which will communicate information generated by this program on regularly planned activities, events, volunteer opportunities, and news. 0RQDUFK%XWWHUÁ\*URYH
In conjunction with the Monarch Butter ny
program by the California 4tate Parks, we will continue to promote environmental awareness, ecology, and life science education.

Pismo State Beach Cleanup: Organize and publicize quarterly beach cleanup days to teach environmental awareness to spread the “leave it better than you found it” philosophy. Incentives can include fulmlling student volunteer requirement hours; scouting badges; and environmentally conscientious “Pismo Beach” swag bags. Meet ups begin at CVB Visitor Center Airstream on Pismo Beach Pier.

Stewardship & Educational Opportunities will include:
22 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Pismo Beach Dunes: Tell the history and importance of this beautiful sensitive ecosystem and the importance of preserving it for generations to come.

Educational activities and information: Provide quarterly outreach and engaging lessons to local school districts, as well as drive market school districts, educators, and parents. Develop engaging downloadable stewardship projects and educational materials.

Earth Day (April 22): Promote Earth Day through 4ocial Media driving interested readers to the 4tewardship & Educational Outreach Blog posts. Invite visitors to celebrate Earth Day in Pismo Beach.

Pismo Clam Watch: Leading up to and surrounding the Pismo Beach Clam Festival, focus on the Pismo Clam research and repopulation efforts with Cal Poly Center for Coastal Marine 4ciences and children’s activities at the upcoming festival.

Tree Planting (Arbor Day is the last Friday in April): Coop with 4LO Land Conservancy for activities including pulling invasive weeds or planting native shrubs and trees at Pismo Preserve.

Migrating Bird Appreciation Season (Spring/Fall): Teach about the variety of migratory birds living on our coast and the surrounding area and how important it is to conserve, protect, and respect their nesting grounds from dogs and humans.

Chumash and Tongva Education and Appreciation: During National Native American Heritage Month (November), provide resources to both residents and visitors about the rich ancestry and traditions of the mrst inhabitants of the Pismo Beach area.

Whale Watching Season (December-May): Teach about the variety of whales migrating off our coast and the surrounding area and how important it is to conserve, protect, and respect their passage.

City of Pismo Beach/LBID 23
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Instagram Followers
Year Fans +/- Engagements +/- Impressions +/-
2018/2019 36,076 +34.16% 392,572 +43% 5,240,323 +53.2%
2019/2020 48,196 +33.73% 327,481 -16.5% 8,469,345 +61.3% 2020/Current 60,415 +13.30% 107,629 +10.7% 4,407,886 +76.9% *Compared with this date range in 2020
Pismo Beach Social Media Success
Twitter
Year Fans Engagements
2018/2019 36,076 392,572
12019/2020 48,196 327,481
2020/Current 54,580 206,394
ExperiencePismoBeach.com website
Year Average Daily Visitor Sessions Lodging Referrals
2018/2019 1,545/day 37,317
2019/2020 1,426/day 48,980
2020/Current 2,229/day 78,879
Pismo ea h
Morro Bay
VisitSLO
Visit SLO CAL
Paso Robles
Hwy 1
Monterey
Santa Barbara
202
241
21 55
32 104
71 21
a eboo ans
Pismo ea h
Morro Bay
VisitSLO
Visit SLO CAL
Paso Robles
Hwy 1
Monterey
Santa Barbara
65 41 4
41 6
53 5
35 5
47 4
21 7
nstagram ollo ers
129
Facebook Fans
Year Fans Impressions Impressions +/- Impressions +/-
20-21 197,495 +3.67% 760,428 +33.9% 18,449,544 -13.2%
2019/2020 199,668 +1.12% 744,327 -2% 22,476,649 +21.9%
2020/Current 202,893 +1.63% 899,530 +38.5% 33,328,58 +72% Pismo Beach metrics outpace all other DMO stats in the County. Pismo Beach has increased in the past, and will continue to increase in the future, the number of fans, followers, impressions, and interactions across all social media platforms. 24 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

2022-2023 Budget Pismo Beach LBID
Product Price
Advertising and Media $482,258
<RX7XEH)DFHERRN,QVWDJUDP$GYHUWLVLQJ $60,000
Branding Graphic Design $25,000
Public Relations $70,000
Contingency Advertising $35,000
Cooperative Media $32,000
Event Marketing and Promotion $58,000
Social Media $80,000
,QÁXHQFHU&RQWHQW'HYHORSPHQW $20,000
Website Design Maintenance $84,000
Video Production for Social Media & Website $50,000
Grand total $996,258
2022-2023 Budget Pismo Beach CVB
Product Price
Branding Graphic Design $15,000
Public Relations $18,000
Event Marketing and Promotion $18,000
/RV$QJHOHV0DJD]LQH)RRGDQG:LQH6KRZ $18,000
Social Media $23,000
Website Design Maintenance $20,000
Grand total $112,000
Marketing and Media Plan 2022 to 2023
The new marketing and media plan for 2022202 incorporates past successful media partners, such as 4FGATE, Los Angeles Times, Bay Area News Group, and Trip Advisor, with emphasis on targeted digital campaigns, behavioral targeting and retargeting, native content, social media, and video placement. Also, we explore new media for next year with 4ojern, Vox, and Undertone, with the possibility of coop with Visit 4LO CAL or our own dedicated effort. We will expand our efforts with Glocally for innuencer campaigns to build social media engagements and new creative content both for video and stills. The target audienc es and demographics are covered in the RFP, as well target markets, which consist primarily of Northern and 4outhern California, with new effort in 4acramento. Co op advertising h Visit 4LO CAL to cover the ny markets help to expand our reach to these new markets as well.

Future of Digital Marketing
We will continue to produce and implement shortform vertical video production and posting. Videos are being favored in the algorithms across all platforms, and the content can be used on Facebook, Instagram, YouTube, TikTok, Reels, etc.

Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Additional Budget LBID Reserves Media and Market
Suggested Allocation 2022-2023
Advertising and Media
On March , 2022, at the most recent CVB Advisory Board meeting, a request was made for TJA to suggest new budget and media allocations using some of the successful buildup in the LBID reserves for marketing. Listed below are the recommendations TJA is suggesting after reviewing the comments made both at the recent CVB meeting and at the PBHA meeting. These recommendations are also based on the mndings from the most recent research studies conducted by 4MARI Research. The studies involved the best new markets to pursue, as well as the markets to consider which encourage overnight stays and reduce Daytrippers.

1. Increase spending in the drive markets of Northern California and 4outhern California. Continue to develop new digital and native advertising campaigns with proven top media outlets utilizing targeted email, social media, and retargeting. 4ome of those media partners are Los Angeles Times, Tripadvisor 4FGATE, Bay Area News Group, Ventura 4tar, Google, Facebook, and Instagram targeted ads. Continue to work with advanced machine learning platforms, such as AdTheorent, in addition to coop programs from Visit 4LO CAL and Visit California included in these markets.

Budget $150,000 ($75,000 in Northern California and $75,000 in Southern California)

2. Target new markets that offer the highest likelihood of visiting Pismo Beach in the near future and booking overnight stays, with emphasis on midweek and offseason travel. These markets are 4acramento, Portland, and 4eattle. The same media strategy will be carried out for these markets, with the addition of regional print and digital publications. The possibility of inmarket opportunities will be explored regarding events and travel shows, as well.

Budget $150,000 ($50,000 in each of the three markets)

3. Explore the possibility of adding new events to encourage longer term stays, such as for the recent 202 Pismo Beach I4A World Para 4ur mng Championships event. Possibilities for new events could include NCAA Volleyball Tournaments, which are presently held in Alabama. Other ideas are a National 4andcastle Building Contest, bringing in participants from across the country to compete for a 0,000 prize. 4ome areas currently doing something similar are 4an Diego, Galveston, and Treasure Island, Florida. Another example is expanding upon the existing Pismo Beach Jazz Jubilee by the 4ea into a festival with higher caliber artists and local wine and food.

Budget $50,000 (to be utilized for research and to promote a future event)
TOTAL ADDITIONAL SPENDING $350,000
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P
Portland
eattle
a ramento
26 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Agency Compensation and Budget
It has always been our goal to ensure most of our clients’ budgets are spent on media and advertising, rather than on compensation for agency time, such as phone calls, meetings, and in general every time we interact with you. Our agency always makes an effort to offer all outside purchases, such as printings and mailings, with the standard agency markup of only 5%. Each time the City of Pismo Beach receives a statement from our agency, all vendor invoices will be included for your review.

In our approach to the City of Pismo and LBID advertising account, our goal will be to spend the vast majority of the allocated dollars on public relations, media, events, and promotions for the marketing of the City and its many assets. TJA will take the standard 5% agency commission on all media. If the media is not commissionable, the agency will mark it up by only 5%.

This framework provides the agency the freedom to recommend all media, whether it offers a commission or not. Those areas that are non media or not compensated by the 5% arrangement, such as public relations, social media, website, and art and design, will be billed on an hourly basis of 5.00 per hour.

TJA, in appreciation for our long tenure with Pismo Beach, will hold our present rate, which has stayed at 5.00 per hour for the last mve years.

TJA is very nexible and will work with the CVB Board and Director to mnd the most costeffective form of payment preferable. If a retainer for some services is requested by the City, TJA will work to establish that form of compensation in the future.

Finally, accountability is about mscal responsibility. We promise cost ef mciency. Our pledge to all our clients is to minimize agency fees in order to maximize media dollars. Therefore, Pismo Beach tourism can benemt from more of the budget going to media and less going to agency overhead.

TJA will provide the City of Pismo Beach with stronger creative, more media knowhow, enhanced advertising clout, and more strategic alliances, which will culminate in a greater impact per ad dollar spent.

Agency hourly fee rates
Media Planning & Placement includes Research, Coordination, 0HGLD9HULÀFDWLRQ(covered by 5% Media Commissions)
Accounting and Billing (covered by 5% Media Commissions) $95 per hour Account Service
$95 per hour Art Direction
$95 per hour Broadcast Production
$95 per hour Website Coordination
$95 per hour Social Media Marketing Planning
$95 per hour Public Relations Coordination
*Extensive campaigns for public relations, digital and social media will be quoted and approved in advance. Hourly charges are not to exceed approved budget amounts for each category without Executive Director approval.
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t.

City of Pismo Beach/LBID 27
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Meet Our Team
John Sorgenfrei is President and Owner of TJA
Advertising. John, a graduate of the University of
4outhern California in advertising. He has worked
with major agencies throughout California and
supervised art, traf mc, production, and account
service teams, as well as successfully managed
clients’ advertising and public relations. Among
John’s clients are Pismo Beach Conference and
Visitors Bureau, Avila Beach Tourism Alliance,
Oceano and Nipomo Tourism Board, High One
Discovery Route (social media), The Central
Coast Commission for 4enior Citizens, and
Michael’s Optical of 4an Luis Obispo. 4ome of
his former clients include Morro Bay Tourism,
Highway  Discovery Route, Avila Beach 4ea
Life Center, Dolphin Bay Resort and 4pa, Ford
Motor Company, Johnson & Johnson, JBL 4ound,
A4IC4 sportswear, and the U.4. Navy. John lived
in Pismo Beach for over two decades and enjoys
being a member of the Pismo Beach Community.

He is also a longtime member of the Avila Beach
Yacht Club. John enjoys his participation in many
philanthropic events, such as the Pismo Beach
I4A World Para 4ur mng World Championships
sponsored by Amp4urf, and Wine Wave & Beyond.

He served on the Board of the Avila Beach 4ea
Life Center. Additionally, John served on the
Planning Commission for the City of Pismo Beach
for many years. His knowledge of and passion for
Pismo Beach and the California Central Coast are
unrivaled.

Claudia Torkelson is the 4ocial Media Director
for TJA. After graduating from Cal Poly 4LO with
a major in English and a minor in Integrated
Marketing Communications, she applied her
knowledge and experience from working at the
Cal Poly Corporation to fastpaced agency work
postgrad. Eventually, she found her niche in
working with tourism bureaus up in the Napa Valley.

Claudia runs the social media accounts for various
local clients and enjoys being a team player. By
analyzing the everchanging landscape of digital
marketing insights and trends, she continues to
create inspiring content.

Georgina Stassi is Public Relations Director for
TJA Advertising & Public Relations since 200.
4he strives to bring greater awareness and
appreciation of the Central Coast of California to
travelers of all kinds on the beauty, culture, and
experiences here. Georgina is Former Contributing
Editor of the Avila Community News, and she has
written for publications, including 4anta Barbara
Home Food Magazine, 4anta Barbara 4easons,
Wine Country Today, and Tasting Panel Magazine.
4he studied Cultural Anthropology and 4panish
at the University of California Los Angeles and
holds a W4ET Level II Certimcation (Wine & 4pirit
Education Trust), which she completed in Avignon,
France. “Nothing brings me greater pleasure than
sharing a beautiful day on the Central Coast with
my friends and family”.
28 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

Rick Turton has been designing, building,
and maintaining websites for over 25 years, the
vast majority of which in the travel and tourism
sector. He has created websites for hotels and
motels, many for Best Western Hotels, as well as
tourism associations, and conference and visitors
bureaus. Rick is an expert in website development,
search engine optimization, and web strategy.

He continually redesigns and maintains existing
websites to increase sales, drive leads, and beat
the competition.

Melissa Hageman is the Finance Manager at
TJA, where she works hand in hand with John in
facilitating a smooth billing process for their clients as well as manages the administrative accounting
practices for the company. Being a graduate of Cal
Poly 4LO and with over  years of mnance and
accounting experience, Melissa truly enjoys being
focused on a company’s growth, sustainability, and
mnancial health. “I have always loved being a part
of the driving force behind a company’s success,
especially if it impacts our local communities
directly. It is such a privilege to be a part of the
TJA team, representing some of the very best our
Central Coast has to offer!”
Eileen Morris, our newest team member, is
our Content Creator and Consultant, as well as
Director of 4tewardship & Educational Outreach.
4he worked for many years as a legal assistant
in Downtown Los Angeles and Orange County,
California, and enjoyed years of educating children
in the Los Angeles Unimed 4chool District. Eileen
has extensive business training and holds a
Master’s Degree in Educational Administration.

Her absolute love, curiosity, and respect for the
Central Coast and its history guides her creative
ideas to educate, inspire, and excite community
members, visitors, educators, and students about
this area, which is like no other on Earth.

Quint Stevens is a forwardthinking award
winning creative with extensive experience in
strategy and fullservice design with a career
that led him to some of the largest agencies in
the U4 and Europe, including 4aatchi & 4aatchi
International, B44P, Patagonia and others.

Demonstrated ability to achieve client goals
across multiple disciplines, including campaign
strategy, branding, graphic design, account
management and new business development.

Dynamic team leader with a positive and
collaborative style.

City of Pismo Beach/LBID 29
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

The TJA Organization
The talented members of our team not only bring extensive experience across a wide range of marketing and design disciplines, but we are committed to providing comprehensive, efmcient, and seamlessly coordinated communication and support for our clients.

John Sorgenfrei
Account 4upervisor
Claudia Torkelson
4ocial Media Director
Quint Stevens
Creative Director
Rick Turton
Website Director
Melissa Hageman
Finance Manager
Eileen Morris
Content Creator and
Director of 4tewardship and
Educational Outreach
Georgina Stassi
Director of Public Relations
30 City of Pismo Beach/LBID
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

References
Athena Knight
(831) 239-5726
[email protected]
Claire Armbruster
(818) 859-6439
[email protected]
Todd Skelton
(408) 757-5160
[email protected]
Client References
Media References
Avila Beach Tourism Alliance
Dean Hutton
Chairman, Avila Tourism Board
(805) 595-7302
[email protected]
Area Agency On Aging
Joyce Lippman
Executive Director
(805) 925-9554
[email protected]
CBID Highway One Discovery Route
Cheryl Cuming
Executive Director
(805) 471-0182
[email protected]
City of Pismo Beach/LBID 31
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

500 Cypress 4treet, 4uite 4, Pismo Beach, CA 
(805) 5020 | (805) 5022 FA 9 | [email protected] Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

TJA CONTRACT Media (15% Commission) $95 Hourly Rate Total 805 Living (march, may, sept, nov, dec)12,000$
Calif State Visitor Guide 1/2 page (yearly) / SUNSET 24,000$ Fresno Bee, Sacarmento 10,000$
OC Magazine & LA Magazine 20,000$
Pasadena Magazine 20,000$
Total print 86,000$ 86,000$ -$ 86,000$ Behavior Targeted ads 65,000$
Trip Advisor 58,000$
San Jose Mercury News Fall 40,000$
SF Chronicle 40,000$
VC Star 25,000$
USA Today 10,000$
L.A. Times Web campaigns 50,000$
Regional Wine Web Sites 12,000$
Sacarmento Bee 36,258$
San Deigo Union -$
Arizona targeted advertising -$
Total Web advertising 336,258$ 336,258$ -$ 336,258$ Agency Fees 15%91,389$ -$ -$ -$ Artwork and TV Production Yearly 25,000$ 25,000$ 25,000$ Los Angeles Magazine Food and Wine Show 20,000$ 20,000$ 20,000$ Cooperative Media County SLOCAL , Visit California 12,000$ 12,000$ -$ 12,000$ Events (advertising and promotion only)20,000$ 20,000$ -$ 20,000$ Fire Sale 35,000$ 35,000$ -$ 35,000$ Video for Website & YouTube -$ -$ -$ -$ Outdoor Media (Hwy101 billboard w/event snipe (annual)40,000$ 40,000$ -$ 40,000$ Influencer/content 20,000$ 20,000$ 20,000$ Jackrabbit 14,400$ -$ 14,400$ 14,400$ Public Relations 70,000$ -$ 70,000$ 70,000$ Youtube and Facebook Advertising 60,000$ 60,000$ 60,000$ Total Additional items 407,789$ 187,000$ 129,400$ 316,400$ Social Media Development 80,000$ 80,000$ 80,000$ Video for Website & YouTube 50,000$ 50,000$ 50,000$ WEB MAINTENANCE AND DEVELOPMENT 84,000$ 84,000$ 84,000$ SimpleView/PacLeisure: maintenance, SEO optimuum (an 24,000$ 24,000$ 24,000$ Total Web Maintenance & Development 238,000$ -$ 238,000$ 238,000$ GRAND TOTAL 1,068,047$ 609,258$ 367,400$ 976,658$ *TOTAL PROMOTIONS BUDGET
TJA / BUDGET SPEND 1,068,047$
TJA 15% on Advertising (numbers in italics) 91,389$
TOTAL TJA CONTRACT 976,658$
FY 2023 FY 2024 FY 2025
FY 2019 5% 5% Variance 5% 5% 5%
968,750$ 1,017,188$ 1,068,047$ (0)$ 1,121,450$ 1,177,523$ 1,236,399$ Cumulative through Amendment #3 3,601,305$ 1,863,135$ 1,458,700$ 279,470$ Cumulative through Amendment #4 4,669,352$ 2,472,393$ 1,826,100$ 370,859$ FY 2022 Budget Agreement Budget Adjustment Agreement Agreement Agreement 15% Agency Fees 83,850$ 91,389$ 7,539$ x x x Adv and Promotion 884,900$ 976,658$ 91,758$ x x x 968,750$ 1,068,047$ 99,297$ 1,121,450$ 1,177,523$ 1,236,399$

WEB MAINTENANCE AND DEVELOPMENT
Pismo Beach LBID
FY 2021-2022 MEDIA EXPENSE

PRINT PUBLICATIONS

WEBSITE ADVERTISING

ADDITIONAL ITEMS
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report

TJA CONTRACT
Media (15%
Commission)$95 Hourly Rate Total
805 Living (march, may, sept, nov, dec)10,500.00$
Bakersfield Life full pg (August, Sept, Oct, March)11,000.00$ SLO County Visitors' Guide Full page (Fall -Spring)5,300.00$ Los Angeles Times 18,800.00$
Total print 45,600.00$ 45,600.00$ -$ 45,600.00$ Fresno Bee email (July-August)5,000.00$
L.A. Times email (Sept, Oct, Nov)12,000.00$
Targeted Wine Magazine Web Advertising 10,000.00$
New Markets awarness San Diego 7,000.00$
Visitcalifornia.com Web site (Fall and Spring) 16,000.00$ YouTube and Facebook Advertising 15,300.00$
Total Web advertising 65,300.00$ 65,300.00$ -$ 65,300.00$ Agency Fees 15%21,907.00$ -$ -$ -$ Artwork and Production 10,000.00$ -$ 10,000.00$ 10,000.00$ Event Promotion 8,000.00$ 8,000.00$ -$ 8,000.00$ Fire Sale 15,147.00$ 15,147.00$ -$ 15,147.00$ Public Relations 8,000.00$ -$ 8,000.00$ 8,000.00$ LA Magazine event Food and Wine awarness and outreach 18,000.00$ 12,000.00$ 6,000.00$ 18,000.00$ Total Additional items 81,054.00$ 35,147.00$ 24,000.00$ 59,147.00$ Social Media Development 9,000.00$ 9,000.00$ 9,000.00$ Web Maintenance & Development 22,000.00$ 22,000.00$ 22,000.00$ Total Web Maintenance & Development 31,000.00$ -$ 31,000.00$ 31,000.00$ GRAND TOTAL 222,954.00$ 146,047.00$ 55,000.00$ 201,047.00$ *TOTAL PROMOTIONS BUDGET 668,862.00$
TOTAL TJA CONTRACT 222,954$ 146,047.00$ 0 146,047.00$ TJA-15% on Advertising (numbers in italics)21,907$ 21,907.00$ 55,000.00$ 76,907.00$ TOTAL TJA SPEND 201,047$ 167,954.00$ 55,000.00$ 222,954.00$

PRINT PUBLICATIONS

WEBSITE ADVERTISING

ADDITIONAL ITEMS

WEB MAINTENANCE AND DEVELOPMENT
City of Pismo Beach
FY 2018 - FY 2021 MEDIA EXPENSE
Council Agenda 5-17-2022 12.B
Item 12.B Attachment 4
April 20, 2022 CVB-LBID Board Agenda Report