JUNE 4, 2024
PROPOSAL #ED-23-24-32
PART I - RESPONSE FILE
ADVERTISING CAMPAIGN
LUNDMARKADVERTISING.COM | 2345 GRAND BLVD., SUITE 200, KANSAS CITY , MISSOURI 64108 | 816.842.5236
COVER LETTER
Russell Sypowicz
Partner | Lundmark Advertising + Design
2345 Grand Blvd., Suite 200
Kansas City, MO 64108
816-842-5236 | [email protected]
RFP Evaluation T eam,
Lundmark is thrilled to respond to Proposal #ED-23-24-32. We are a full-service marketing and design agency that has been creating successful solutions since 1947. We take a hands-on approach to our projects, view ourselves as an extension of your team, and pride ourselves on being accountable on all timelines, executions, and budgets.
Regardless of industry, client, or objective – we deliver results. We take a comprehensive approach toward understanding your needs and collaborate to implement cost-efficient strategies that produce transparent results.
Our staff has a passion for and experience with the travel and tourism industry. Based on our experience working with destination marketing organizations, including Visit Santa Clarita for the past 8 years, we feel we are uniquely positioned to assist with your objectives.
In summary, we feel we are the best fit for this project for the following reasons:
• Experience – Working collaboratively with Tourism office staff, Visit Santa Clarita’s advertising efforts have generated 8 years of growth across key performance indicators. • Team – Our team stays abreast of changes within the tourism industry as well as new media opportunities to ensure we target leisure and business traveler efficiently. • Structure - The unique structure of our firm guarantees that the experience of your account team will include all four of our agency principals.
• Size - We’re big enough to bring the resources required to successfully manage your account, but small enough to ensure that you get the attention you deserve. • Approach - You will find our comprehensive, transparent approach outlined in our response.
We have elaborated on a number of these sections in the coming pages of this document, but please do not hesitate to reach out with any questions regarding our proposal. We greatly appreciate being considered for this opportunity.
2 City of Santa Clarita
23920 Valencia Blvd.
Santa Clarita, CA 91355
June 4, 2024
T ABLE OF
CONTENTS
Cover Letter 2 Table of Contents 3 Introduction 4 Research, Strategy, & Campaign Management 8 Media 10 Creative Development and References 14 Assigned Personnel 24 Sub-Consultants 27 Contractor Capability & References 28 Additional Data 33 3 4
With over 75 years of experience building
brands, we believe in pushing the boundaries,
harnessing creativity, and exploring innovative
solutions to elevate our clients into becoming
authentically different. We differentiate
ourselves through these three pillars:
• Accountable on all timelines, execution and budgets
• Flexible to meet deadlines and projects on tight schedules
ACCOUNT ABILITY
COLLABORA TION
• Hands-on approach, extension of your team
• Multiple client relationships spanning 10+ years
TRANSPARENCY
• Cost-effective and competitive solutions
• Void of agency bureaucracy and red tape
AUTHENTICALL Y
DIFFERENT
INTRODUCTION
INTRODUCTION
5 FULL-SERVICE SOLUTIONS
As a full-service marketing agency, we provide integrated marketing solutions that drive results. Since day one, our vision has been to develop great work, build lasting relationships and deliver strong results. We’re relentlessly independent, void of big egos and layers of bureaucracy. We believe in fostering collaborative relationships with our clients and making their lives easier. 360o SOLUTIONS
Brand Positioning
Marketing Strategy
Media Planning & Buying
Campaign Management
Experiential Marketing
Product Launch
Retail Sell-In
MARKETING
Brand Identity
Packaging
Merchandising
Sales Support
Photography
Video Production
Copywriting
CREA TIVE
Web Design
Web Development
SEO/SEM
Digital Advertising
Asset Management
Email Marketing
Social Media
DIGIT AL
INTRODUCTION
CAPABILITIES
6 As a full-service firm, our expertise extends to the following areas pertinent to this project:
CREA TIVE SERVICES
Our full-service creative capabilities provide our clients with everything they need to execute their integrated marketing plans. Whether it’s design, copy writing, photography or video, our process focuses on making an emotional connection with the audience and pays special attention to brand consistency across all channels.
MEDIA PLANNING & BUYING
Our understanding and experience with communication channels that include digital, social, print, television, radio, and out-of-home allows us to provide comprehensive media plans for our clients.
BRAND DEVELOPMENT
For companies large and small, startup to well-established, our tested branding process lays the foundation for your brand to shine. This includes brand positioning, brand identity and refinement, brand collateral, and more.
SOCIAL MEDIA
We manage the social media presence for brands, create social toolkits to engage audiences, and execute targeted social media campaigns to broaden awareness and achieve key objectives. Through collaboration with your team, we develop goals for each social platform and can offer guidance or take full ownership of channel strategy, voice/tone, frequency, and content.
WEBSITE DESIGN & DEVELOPMENT
Our website design and development approach is one of collaboration. More than just producing a site that is aesthetically pleasing to the eye, we consider client objectives including functionality, user experience, ease of updates, and maintenance.
RESEARCH & MARKETING ANAL YSIS
Lundmark has experience conducting research that influences strategic marketing decisions. Our expertise includes analyzing existing analytics/data to determine key learnings, managing focus groups and online surveys, and hosting public meetings to gather valuable input from community stakeholders.
STRA TEGIC MARKETING
We frequently work with clients to review their brand’s perception and position within the marketplace and develop a comprehensive, strategic marketing plan based on data, with clear and measurable objectives.
INTRODUCTION
7 CLIENT SERVICE PHILOSOPHY
PARTNERSHIP
We view our clients as partners – caring deeply about not just the success of individual projects but the success of the organization as a whole. It’s why we’ve had effective relationships with many clients for more than a decade. These include publicly traded companies, start-ups, educational institutions, not-for- profit organizations, and governmental agencies.
COMMUNICA TION
The start of our client-focused approach begins with communication. By having the leadership team of Lundmark as your direct point of contact, you can ensure that an experienced individual is managing your account. We pride ourselves on being extremely responsive to inbound requests, and our clients laud our proactive approach to project management.
FLEXIBILITY
Our clients love our flexibility. They can attest that we always meet our deadlines while providing quality work. As an independently owned firm, we are void of the traditional agency bureaucracy and can be more nimble on our feet. By having a full creative team that is up-to-speed on your brand, we are not dependent on just one team member to execute projects. Our new client onboarding process involves getting our entire team up-to-speed on client goals, objectives, growth strategy, and key initiatives on the horizon. By having a diverse team at your fingertips, we can pull in the staff required for any type of project and hit the ground running.
ACCOUNT ABILITY
We hold our team to the highest standard of accountability. We have weekly internal meetings to ensure projects are on track with the timeline specified for each project. It’s not enough that we deliver results.
We believe we must do so in a way that is on time, transparent, and fair to the budget. Team members are personally accountable for their involvement in each project, and our staff thrives on delivering results.
RESEARCH, STRA TEGY , &
CAMPAIGN MANAGEMENT
RESEARCH
8 Lundmark conducts research that influences strategic marketing decisions. Our expertise includes analyzing existing analytics/data to determine key learnings, managing focus groups and online surveys, and hosting public meetings to gather valuable input from community stakeholders.
When planning recent Visit Santa Clarita campaigns, our research included analysis of the following types of data:
• Hotel feeder market data – zip codes of frequent travelers. • Tourism reports – CBRE Trends reports on local occupancy, ADR and REVPAR. • Google Analytics – geography, interests and behavior details of VisitSantaClarita.com users. • Facebook - audience insights related to social media followers. • Sweepstakes entries – interest data collected from previous online sweepstakes. • Experian Mosaic USA – a subscription data service that divides the US population into 19 Groups and 71 more detailed types. It paints a unique picture of US consumers based on their demographic characteristics, lifestyles and behavior.
• Pixel data – pixels provided by media partners and placed on VisitSantaClarita.com have created consumer personas based on the visitors of the website.
This data/analysis would serve as a baseline for all media plans moving forward. As pixel technology improves, and data sharing regulations change, we would continuously look to gain access to insights that would help improve our targeting strategy. Finally, as this year’s campaign looks to target meeting and event planners as well as leisure travelers, conversations with conference sales managers at various hotel properties may be necessary to fully understand the offerings, current clientele, and appropriate target audience.
Lundmark has extensive experience managing tourism advertising campaigns from concept to execution.
We have outlined our approach and experience in the areas of research, strategy, campaign management, and measurement and evaluation below.
RESEARCH, STRA TEGY , &
CAMPAIGN MANAGEMENT
9 STRA TEGY
Once our research and analysis is completed and campaign objectives are clearly understood, we would proceed to developing the strategy for the media plan. Importantly, we have eight years of past learnings that showed us what worked well, as well as areas that can be improved upon.
Lundmark would engage media partners that have experience in travel and tourism advertising across a variety of mediums. In addition to radio, television, outdoor and print advertising partners, we’ve worked with national media vendors that can target any audience we define:
• Digilant - using both deterministic and probabilistic matching, Digilant creates a Cross-Device ID to target users on multiple screens with near-perfect precision.
• Illumin - lllumin brings media planning and buying together in an interactive and intuitive interface. We have data from multiple Visit Santa Clarita campaigns to leverage in the future. • Audacy - through their suite of comprehensive digital offerings, Audacy targets users at home, at work, and on-the go.
• YouTube - YouTube is growing at a double-digit pace as linear TV continues to decline. Our past YouTube campaigns for Visit Santa Clarita have led to increased brand awareness and website traffic. • AdTheorent - AdTheorent uses machine learning and data science to deliver real-world value for advertisers. Their rich media units have historically driven tremendous engagement for Visit Santa Clarita.
CAMPAIGN MANAGEMENT
Lundmark would manage all facets of paid advertising from start to finish, which includes providing reporting to the Tourism division for each media channel.
Historically we have provided bi-weekly campaign updates, as well as presentation decks for TMD meetings as needed.
Each goal or objective outlined in the media plan will have associated metrics to ensure measurable success is identifiable. Upon analysis of initial conversions, we would recommend and implement changes with all media partners. Additionally, any campaign will be extensively evaluated during and upon conclusion. Key findings will be shared and discussed and recommendations will be made for future campaigns. Lundmark will provide a comprehensive campaign recap that can be used in presentations to city staff and tourism partners.
MEDIA
10 MEDIA PLANNING AND BUYING
Lundmark has extensive experience planning and purchasing both traditional and non-traditional forms of media for our clients. We partner with a wide range of media companies spanning digital, outdoor, print, and broadcast to meet objectives and maximize results. These partnerships provide us access to premium inventory and preferred rates, as well as planning tools such as Kantar, Nielsen, MRI, Scarborough, and Experian Mosaic. We utilize these tools, and any first-party data provided, to identify personas, create custom audience segments and inform creative messaging. We’re data-driven – everything we do is rooted in what the data is telling us – from consumer insight data to campaign performance data. Here are our key travel data partners we might leverage for your campaign.
MEDIA
11 Media partners would be engaged to assist in the planning and execution of any campaign. We have experience working with a variety of ad tech media partners that specialize in destination marketing, including:
These partners have extensive experience executing across all channels for clients within the Travel and Tourism sector, including:
MEDIA
12 DIGIT AL MEDIA PLANNING CAPABILITIES
Digital media is ever evolving. Our team stays on top of the latest technology available to help our clients connect with their target audience.
DISPLAY MOBILE VIDEO EMAIL SOCIAL RADIO
BEHAVIORAL CONTEXTUAL GEOGRAPHICAL CROSS-DEVICE
SEARCH
T ARGETING METHODOLOGY
Digital media is easy to track and adjust based on performance. The benefits of being able to target your consumer via behavioral and contextual targeting, site and search re-targeting, and geo-targeting are extremely valuable, and offer strong ROI.
MEDIA
13 Digital media can target consumers in more efficient ways than ever before. A few of the popular tactics we consider with campaigns for our clients include:
• Location Targeting – targets an audience by geo-fencing an area and using the user’s IP address or device ID. While this tactic can also review past geographic history, we don’t recommend going back more than 3-6 months.
• Recency Re-targeting – we’ve all visited a website and then had an advertisement appear for the brand we recently viewed. Recency re-targeting can take this one step further, by ensuring that your audience isn’t inundated with ads following a web visit. Using a variety of algorithms, we are able to optimize the frequency and best time of day to serve up the ad.
• Behavioral Targeting – this tactic utilizes 3rd party data to identify and target an audience that will be receptive to your campaign. Data analyzed includes online activity, social media behavior, and credit card purchases.
• Contextual Targeting – rather than delivering impressions sitewide, software can review the content of the web page and determine if the messaging aligns with your target audience. • Search Re-targeting – serves display or video ads to audiences searching for relevant keywords on popular search engines. This tactic should not to be confused with traditional search engine marketing (SEM).
• Custom Whitelists – we can recommend a custom whitelist for websites that most closely align with your target audience. While this tactic comes at a premium, we usually suggest including it at the beginning of a campaign to compare performance. On the flipside, we can blacklist sites that do not align with your brand.
• App Ownership – as apps continue to be ingrained into our everyday lives, we can review apps a phone has downloaded and incorporate them as a tactic in your campaign. This can be extremely helpful when attempting to create lookalike audiences.
• Cross Device – the global digital consumer now owns more than 3 connected devices. This makes it all the more difficult to engage with your audience with the right message on the right device. Implementing cross device tactics sets up your advertising for success.
It had been a number of years since Visit Santa Clarita, the destination marketing organization for the Santa Clarita Valley, revisited their brand positioning. Lundmark was engaged to evaluate the current landscape, develop a new identity to differentiate the destination from area competitors, and execute a marketing campaign to showcase the new- and-improved brand.
THE CHALLENGE
14 CREA TIVE DEVELOPMENT &
REFERENCES
CONT ACT REFERENCE:
Evan Thomason
Economic Development Associate
City of Santa Clarita
[email protected]
(661) 255-4347
Finally, we conducted a competitive analysis of nearby destinations and their positioning in the marketplace.
A variety of research was conducted to develop the profile of the current Santa Clarita visitor. Discussions with Santa Clarita staff and tourism partners were held to coincide with online surveys of potential travelers to measure the perceived value of amenities and attractions. Specific resources that were included in our analysis included:
• Google Analytics
• Search engine optimization reports
• Hotel feeder market data
• CBRE occupancy trend reports
• Search terms on the current site
• State and national tourism reports
• Demographic/psychographic clusters that matched current analytics of website visitors and theme park travelers
RESEARCH
15 CREA TIVE DEVELOPMENT &
REFERENCES
16 CREA TIVE DEVELOPMENT &
REFERENCES
Data collected from our research efforts resulted in a new positioning strategy for Visit Santa Clarita. We noted that many Los Angeles attractions were within thirty miles of Santa Clarita. Given this proximity, travelers could utilize Santa Clarita as a springboard for their entire Los Angeles vacation. Coupled with the value accommodations and family-friendly attractions offered, Santa Clarita would be henceforth be known as the “Gateway to L.A.”
A new brand identity was developed which paid homage to Six Flags Magic Mountain, the highest recalling attraction in the area. A lockup utilizing the “Gateway to L.A.” tagline was included, as were other lockups specific to internal branding efforts. A style guide was developed to ensure the new brand identity was implemented appropriately across staff, tourism partners and external vendors.
The new brand was launched through an integrated, comprehensive digital marketing campaign that targeted visitors based on geographic location, demographic preferences and propensity to travel. Creative elements featured the variety of unique attractions that travelers can only find in Santa Clarita.
POSITIONING STRA TEGY
CREA TIVE EXECUTION
Looking for the perfect getaway?
Look no further than Santa Clarita. Easily accessible from I-5 and just minutes from LAX and Hollywood Burbank Airport, Santa Clarita is a great home base for exploring Los Angeles and has all the amenities families look for when planning a vacation.
• Endless opportunities for outdoor recreation adventures • Excitement at Six Flags Magic Mountain and Hurricane Harbor • Family-friendly dining options
• Year-round activities including concerts, seasonal festivals, cultural and sporting events
Plan the Perfect Getaway Now!
View as a Web Page
VISIT
GATEWAY TO L.A.
find
SANTA
CLARITA!
in
PAID SOCIAL MEDIA ADS
LEAD ACQUISITION
DIGIT AL ADVERTISING
EMAIL MARKETING
17 CREA TIVE DEVELOPMENT &
REFERENCES
DIGIT AL ADVERTISING
Feedback received from the destination marketing organization and their clients was overwhelmingly positive.
More than 4,500 leads were captured in just over six weeks, and corresponding email addresses were added to the client’s database for future marketing efforts. Finally, page ‘likes’ on Facebook, where the contest was hosted, jumped 242% in one month.
RESULTS
18 CREA TIVE DEVELOPMENT &
REFERENCES
CONT ACT REFERENCE:
Anne Deuschle
Marketing Director
Crown Center
[email protected]
(816) 274-5916
As Kansas City continues to grow as a place to live and be entertained, Crown Center was looking to drive traffic amongst their target audience of families and downtown dwellers. A refreshed brand and comprehensive analysis of current event marketing was required to meet the goal of driving visitors to Crown Center’s shops, restaurants, attractions, and events.
HALLMARK
VISITORS CENTER
Free interactive exhibits year-round. Plus, the
Showplace is home to Santa during the
Christmas season. For exhibit information,
call 816-274-8411 or visit CrownCenter.com.
Discover how a teenager from Nebraska
tucked two shoeboxes of postcards under his
arms and set out to create an iconic company in
Kansas City. Open Monday–Saturday. Free admission.
Call 816-274-3613 or visit HallmarkVisitorsCenter.com
.
435
670
435
435
435
470
49 35
29 70
70 35
DOWNTOWN
to St. Joseph & Omaha
KCI Airport
to Topeka
to Des Moines
to St. Louis
to Olathe
& Wichita to Joplin
71 71
Crown Center is located in the heart of Kansas City at
2450 Grand Blvd., Kansas City, MO 64108 | 816-274-8444
HOW TO GET TO
CROWN CENTER
FEA TURED A TTRACTIONS
Skate on Kansas City’s downtown public outdoor
rink – open daily, November through mid-March.
Group rates and season passes available.
For information and hours, call 816-274-8411
.
A Kansas City favorite, SEA LIFE is swimming
with exotic marine life. See fish of all sizes
including suarks, rays, and a sea turtle.
For more information, call 816-274-8411
or visit VisitSeaLife.com/Kansas-City.
For kids ages 3–10, it’s like jumping into the
biggest LEGO
® box ever! With more than 2 million LEGO
® bricks, an interactive laser ride and iconic Kansas City LEGO ®
landmarks, LEGOLAND
® is the ultimate family entertainment. For information, call 816-471-4386 or visit KansasCity.
LEGOLANDDiscoveryCenter.com
.
Kaleidoscope is a free
hands-on art studio,
where children and
their families
make their
own wonderful
creations. Sponsored by
Hallmark. For
session times,
call 816-274-8300 or
visit HallmarkKaleidoscope.com
.
FROM THE NORTH ON I-35
Follow I-35 South to 71 Hwy
South (exit 3). Continue on 71 Hwy South (exit 2M). Exit at 22nd St. and turn right (west). Turn left (south) on Grand Blvd. and continue to Crown Center at Pershing Rd.
FROM THE NORTH ON I-29
Take I-29 South to US-169 South (exit 2B). US-169 South becomes Broadway. Follow Broadway to Pershing Rd. Turn left (east) on Pershing Rd. and continue to Crown Center at Grand Blvd.
FROM THE SOUTH ON I-35
Exit at W. Pennway St. (exit 1C). Turn right (east) on W. Pennway. Turn left (north) on Southwest Blvd. Turn right (south) on Broadway. Turn left (east) at Pershing Rd. and continue to Crown Center at Grand Blvd.
FROM THE SOUTH ON 71 HIGHWAY AND I-49
Exit
at 22nd St. and turn left (west). Turn left (south) on Grand Blvd. and follow to Crown Center at Pershing Rd.
FROM THE EAST ON I-70
Exit at Locust St./Truman Rd. (exit 2Q). Turn left (south) on Grand
Blvd. and follow to Crown Center at Pershing Rd.
FROM THE WEST ON I-70
Take I-70 East to I-670. Exit I-670 on to I-35 South (exit 2T). Exit I-35 South at 20th St. (exit 1D). Turn left (east) on 20th St. Turn south on Grand Blvd. and continue to Crown Center at Pershing Rd.
EASY ACCESSIBILITY
Van-accessible handicapped parking is available on Grand Blvd. near the main entrance, and the parking garage includes handicapped parking close by. Ramps throughout Crown Center allow access to all shops, Hallmark Visitors Center and Kaleidoscope. For specific information, call 816-274-8444 during
shopping hours.
® 2020 Crown Center: (091920K)
CrownCenter.com | #CrownCenter
LEGOLAND DISCOVEY CENTER
KALEIDOSCOPE
SEA LIFE KANSAS CITY
AQUARIUM
THEA TRES
CROWN CENTER ICE TERRACE
CROWN CENTER SHOWPLACE
MTH THEATER Kansas City’s own professional theater company specializes in musical theater productions. MTH, with its large casts and live music, has become a local theater
favorite for its intimate and engaging concert-style
productions of book musicals and cabaret shows.
For ticket information,
call 816-221-6987 or visit MTHKC.com.
THE COTERIE THEATRE
Recognized nationally,
The Coterie is a
professional
not-for-profit
theatre that
offers families
and young adults
unique theatre
experiences that
last a lifetime. For
ticket information,
call 816-474-6552 or visit TheCoterie.org.
QUIXOTIC THEATER
SENSATIA, cirque cabaret fuses film, live music,
awe-inspiring acrobatics, projection mapping,
delicious desserts and more. For ticket information,
call 816-221-6987 or visit SensatiaKC.com.
EVENTS
A T CROWN
CENTER
At Crown Center, you're in the heart of
Kansas City's entertainment destination.
From our local shopping and dining
to exciting attractions and events,
explore what makes us
uniquely Kansas City.
816-27 4-8444 | 2450 Grand Boulevard, Kansas City, MO 64108 CrownCenter.com/Events | #CrownCenter
THE CHALLENGE
19 CREA TIVE DEVELOPMENT &
REFERENCES
Lundmark began by researching Crown Center and their competitors in hopes of distinguishing the entertainment district for maximum competitive advantage. Intercept surveys were analyzed to determine patron’s reasons for visiting and perceptions of shopping, dining, and entertainment options. Additional research was conducted to create a consumer persona for each profile and determine the most beneficial way to reach each group.
RESEARCH
20 CREA TIVE DEVELOPMENT &
REFERENCES
Lundmark incorporated Crown Center’s history, variety and quality into a strategic marketing plan that informed, persuaded and reminded the target audience of the uniqueness of Crown Center and its events.
The research efforts resulted in the brand campaign “Uniquely Kansas City, Always Crown Center.” A new positioning statement was developed to influence the creative messaging and ensure it resonated with key audiences.
Positive feedback on the new brand was received from the client, merchants, and attractions at Crown Center. Each form of media executed was tied back to measurable performance indicators. Quality website traffic increased and foot traffic was recorded as higher than the previous year for each event and exhibit.
DIGIT AL ADS
EMAIL BLAST
PRINT ADS
C
M
Y
CM
MY
CY
CMY
K
CC_VisitKC_PrintAd_8.125x10.75.pdf 1 11/26/19 1:49 PM Speaking to its rich history, vibrant present, and exciting future, the new brand campaign highlights Crown Center as a treasured part of Kansas City. The campaign uses illustrations to demonstrate the wide variety of restaurants, shops, and attractions available at Crown Center. As if following a delightful maze, each image leads to another, featuring endless opportunities for fun. The campaign was executed across out-of-home, digital and print ads, radio, and paid social media.
POSITIONING STRA TEGY
CREA TIVE EXECUTION
RESULTS
21 CREA TIVE DEVELOPMENT &
REFERENCES
The City of Santa Clarita provides vital arts programming including artist receptions and exhibitions, education/ community events, and art-specific events, but lacked a formal marketing strategy to promote these programs. Lundmark was enlisted to better understand the target audience, develop a marketing strategy, and execute a campaign that drives awareness of SantaClaritaArts.com as a repository of information for local art opportunities, events, and culture.
THE CHALLENGE
CONT ACT REFERENCE:
Katherine Nestved
Arts Coordinator
City of Santa Clarita
[email protected]
(661) 250-3777
22 CREA TIVE DEVELOPMENT &
REFERENCES
Lundmark conducted an Audience Analysis and Media Audit, which examined relevant data associated with those interested in the arts in Santa Clarita and the channels available to communicate with this audience.
First party data from City owned or operated properties including websites, social media accounts, and past surveys were analyzed for key findings. Additional conversations/ surveys were executed amongst members of the Arts Commission, staff from various City departments, and Santa Clarita based arts organizations. Finally, a stakeholder survey was sent to twenty (20) arts organizations based in the Santa Clarita Valley.
RESEARCH
Tracking pixels were placed on SantaClaritaArts.com with the goal of creating a more robust consumer profile. Similar to analyzing index data from a survey, this pixel data illustrates the consumer personas that are more likely to engage with the website being analyzed.
23 CREA TIVE DEVELOPMENT &
REFERENCES
The summary of our findings led to a better understanding of the socioeconomic, demographic and behavioral makeup of our target audience. Generally speaking, the audience of the Santa Clarita arts community was local to the Santa Clarita Valley, affluent, and digitally savvy. The media consumption patterns and communication preferences identified in our research were incorporated into a comprehensive marketing plan.
Nearly 6,000 page sessions were generated across the 3-month campaign, more than double the 3-month period preceding campaign launch. Engagement on social media increased via comments, saves, and shares of various ads.
POSITIONING STRA TEGY
RESULTS
Lundmark executed a campaign that targeted residents with engaging ads across multiple digital platforms to increase the awareness of the website. The creative and messaging focused on the areas of public art, artist development, art exhibitions, and calls for artist engagement, positioning SantaClaritaArts.com as the source for arts and culture in Santa Clarita Valley.
CREA TIVE EXECUTION
24 At Lundmark, our leadership team is actively involved with every client. We’re not a big agency that will pass you off to a junior-level employee. The team below will work intimately on all projects with the City of Santa Clarita. Russell Sypowicz, former employee of the City of Santa Clarita and current project lead with Santa Clarita Tourism and Santa Clarita Arts, will be the lead point of contact for all projects. Professional and educational backgrounds for each of our principals can be found at the LinkedIn links below.
BRANDON MYERS
Brandon has over 20 years of account management experience working for a variety of clients in varying categories. His expertise in the hospitality, travel, and consumer industry has provided key insight to large iconic brands as well as small startups. In his role as President, he oversees client management, marketing strategy and vision for the agency.
However, his primary focus is on building strong, collaborative relationships that build brands and drive growth.
President
RUSSELL SYPOWICZ
Russell has six years of economic development experience with the City of Santa Clarita where he oversaw record growth while managing the film and tourism offices. During his time there, Santa Clarita received a number of accolades, including being named the Most Business Friendly City in Los Angeles. Russell has worked with commercial real estate brokers, community college partners, workforce development centers, chambers of commerce, and economic development corporations on programs that produce results.
Director, Brand Strategy
linkedin.com/in/brandon-myers-0b4b653/
linkedin.com/in/russellsypowicz/
ASSIGNED PERSONNEL
EDUCA TION
UNIVERSITY OF KANSAS
• BS, Journalism, Advertising
SKILLS
Creative Strategy, Project Management, Brand Execution, Relationship Cultivation, Digital Marketing.
Lundmark: 2003 – Present
PROJECT ROLE:
• Project Manager
• Campaign Strategy
EDUCA TION
UNIVERSITY OF SAN FRANCISCO
• MA, Sport Management
GONZAGA UNIVERSITY
• B. Ed, Sport Management
SKILLS
Brand Strategy, Media Planning and Buying, Email Marketing, Website Redesign Process, Sponsorship Integration & Activation, Sport & Event Tourism, Event Planning, Project Management.
Lundmark: 2016 – Present
PROJECT ROLE:
• Project Manager
• Research Strategist
• Media Planner
25 ASSIGNED PERSONNEL
EDUCA TION
ORAL ROBERTS UNIVERSITY
• BS, Broadcast Design
• Emphasis in Advertising and Public Relations
SKILLS
Graphic Design and Production, Branding and Identity, Creative/Art/Photography Direction, Team Management, Customer Service, Project Management and Status Maintenance, Print Industry Expertise and Consultation, Copywriting.
Lundmark: 1996 – Present
PROJECT ROLE:
• Art Director
• Graphic Designer
• Copywriter
EDUCA TION
NORTHWEST MISSOURI STATE UNIVERSITY
• BFA, Fine Arts, Graphic Design
SKILLS
Graphic Design and Production, Branding and Identity, Photography, Videography, Social Media, Web Development, Copywriting.
Lundmark: 1999 – Present
PROJECT ROLE:
• Web Developer
• Graphic Designer
• Copywriter
KIA HUNT
Kia is the right side of the respective Lundmark brain. She has the unique ability to transform business objectives into relevant brand communications that build equity and relationships with customers. A passionate and gifted brand storyteller, Kia’s medium is limitless, from print to packaging, collateral to corporate identity and everything in between.
Creative Director
linkedin.com/in/kia-hunt-33b8119/
NICK OGDEN
Nick logically processes thoughts into pixels and bytes. On the leading edge of graphic design, he’s responsible for innovation in design and digital at Lundmark. In addition, Nick is also a skilled photographer and retouch artist.
Digital Director
linkedin.com/in/nickogden/
LAURA
Production Manager
Production
Graphic Design
FAITH
Graphic Designer
Production Art
Creative
Project Management
BRANDON
Account Management
Strategy
President
RUSSELL
Director, Brand Strategy
Account Management
Strategy
Media Planning
Creative Direction
Copywriting
Graphic Design
KIA
Creative Director
Web Design/Development
Search Engine Optimization
Digital Media
Video Production
NICK
Digital Director
Account Management
Social Media
Strategy
SARAH
Account Manager
IAN
Web Design/Development
Motion Graphic Design
Photography & Video Production
Senior Graphic Designer
AMY
Production
Graphic Design
Branding
Graphic Designer
COLIN
Production
Graphic Design
Branding
Graphic Designer
Creative Design
Branding
Photography
Graphic Designer
T AYLORLINDSEY
Account Management
Social Media
Search Engine Optimization
Account Coordinator
26 ASSIGNED PERSONNEL
The Lundmark leadership team is supported by a group of multi-talented team members. With 12 full-time team members, the staff featured here will assist in their areas of specialty throughout each project.
DESIGNATION OF SUBCONTRACTORS/SUBCONSULTANTS
PROPOSAL # ED-23-24-32
Advertising Campaign
City of Santa Clarita, California
Listed below are the names and locations of the places of business of each subcontractor, supplier, and vendor who will perfo rm work or labor or render service in excess of ½ of 1 percent, or $10,000 (whichever is greater) of the prime contractor's total bid. If no Subcontractors will be used fill out the form with NA. Please add additional sheets if needed.
Subcontractor
DIR Registration No. Dollar Value of Work
Location and Place of Business
Bid Schedule Item No’s: Description of Work
License No.
Exp. Date: / / Phone ( )
Subcontractor
DIR Registration No. Dollar Value of Work
Location and Place of Business
Bid Schedule Item No’s:
Description of Work
License No.
Exp. Date: / / Phone ( )
Subcontractor
DIR Registration No. Dollar Value of Work
Location and Place of Business
Bid Schedule Item No’s: Description of Work
License No.
Exp. Date: / / Phone ( )
NOTE: A contractor or subcontractor shall not be qualified to propose on, be listed in a proposal, subject to the requirements of Section 4104 of the Public Contract Code, or engage in the performance of any contract for public work, as defined in this chapter, unless cu rrently registered and qualified to perform public work pursuant to Section 1725.5 of the Labor Code. It is not a violation of this section for an unregistered contractor to submit a proposal that is authorized by Section 7029.1 of the Business and Professions Code or by Section 10164 or 20103.5 of the Public Contract Code, provided the contractor is registered to perform public work pursuant to Section 1725.5 of the Labor Code at the time the contract is awarded.
N/A
N/A
N/A
27 SUB-CONSULT ANTS
No sub consultants are anticipated to be used for this project. 28 In addition to the work supplied in the Creative Development & References section, we wanted to provide additional relevant work for your review.
FUEL RESTAURANT COASTER DESIGNS
Option D - Cross Sell
LUNDMARK | TT013
ROUND 1 - 03/01/22
BACK
FRONT 1
FRONT 2
FRONT 3
CONTRACTOR CAPABILITY &
REFERENCES
GRAB A FRIEND OR A FEW
and experience a whole new way to “Take the
Wheel” in Branson! Standing proudly amidst the
already dazzling skyline, The Branson Ferris Wheel
delivers breathtaking views of the Ozark Mountains
and Branson’s entertainment corridor, while offering
a relaxing ride that’s perfect for couples and
families.
Whether you board a gondola during the day to see
for miles out over the horizon, or at night to really
take in the 16,000 color-changing LED lights, The
Branson Ferris Wheel is a must-see and must-do.
Keep the ride going at The Track Family Fun Parks
with a mix of new and classic attractions. There’s
fun to be had by all ages at all three of our Track
locations. Experience three unique high-rise go-
kart tracks, classic go-karts, laser tag, bumper
boats & cars, batting cages, kids' rides,
mini golf, thrill rides, arcades and two
new rides - Thunderstruck and the
Spinning Coaster.
h Branson
V ISIT MULTIPLE L O C A TIO N S | 4 1 7 .334. 1 6 1 2 | C O NNE C T @ B R A N S O N T R A C K S Get unlimited
go-karts and rides for
all day to all year with
an unlimited park pass!
GET THE BEST PRICE ONLINE AT BRANSONTRACKS.COM
N ew R id es
O P E N N O W !
Y O U W O N ’T W A N T
T O M I S S T H E M .
THE FUN
IS NEVER
DONE!
THE
VIBE
417.334.1612
BRANSONTRACKS.COM
LOCATED AT TRACK 4
RideDid You Know?
• 240 PEOPLE CAN RIDE THE WHEEL
AT THE SAME TIME
• THE WHEEL WEIGHS MORE THAN
65 SPACE SHUTTLES
• THE WHEEL SPINS 100 REVOLUTIONS
EVERY DAY
• ITS FOUNDATION W AS CONSTRUCTED
USING OVER 4 MILLION POUNDS OF
CONCRETE, OVER 6 MILLION POUNDS
OF GRAVEL AND 80,000 POUNDS
OF STEEL
• STANDING 150 FEET TALL, THE WHEEL IS
TALLER THAN:
- 20 SHAQUILLE O’NEALS
- 8 GIRAFFES
- 5 1/2 TOUR BUSES
FIVE STAR
PARKS & ATTRACTION
S
417.334.1612
BRANSONTRACKS.COM
LOCATED AT TRACK 4
CONT ACT REFERENCE:
Bethany Rose
Regional Marketing Director
Five Star Parks & Attractions
[email protected]
(816) 838-7269
CONT ACT REFERENCE:
Kayla Halchak
Membership Manager
South Carolina Aquarium
[email protected]
(843) 579-8541
CREA TIVE DEVELOPMENT
29 CONTRACTOR CAPABILITY &
REFERENCES
CONT ACT REFERENCE:
Leslie Herring
City Administrator
Westwood, KS
[email protected]
(913) 942-2128
› Free Admission ‹› Free Admission ‹
FOOD | DRINK | MUSIC | KIDS’ ACTIVITIESFOOD•DRINK•MUSIC•KIDS’ ACTIVITIES Band- One Blue Note
Free Kids’
Activities - Bounce Houses • Balloon Artist
Crazy Hair Artist • Airbrush Tattoo Artist
Sunday, June 5Sunday, June 5 Noon - 4pmNoon - 4pm
2809 W. 47th Ave2809 W. 47th Ave
Check Out This
Event on Facebook
Benefiting Junior Achievement
CONT ACT REFERENCE:
Evan Thomason
Economic Development Associate
City of Santa Clarita
[email protected]
(661) 255-4347
30 CONTRACTOR CAPABILITY &
REFERENCES
SEARCH ENGINE MARKETING
THE CHALLENGE
Lundmark had been a valued partner of Visit Santa
Clarita, the City’s destination marketing organization, for a number of years. After demonstrating success
with their annual marketing campaigns, Lundmark was
enlisted to optimize their website, VisitSantaClarita.com.
THE SOLUTION
Our efforts began with a comprehensive SEO audit
utilizing tools including Ahrefs and Yoast. The initial audit analyzed search visibility, reviewed indexed pages and
identified known issues, reviewed backlinks and domain
authority, analyzed top organic landing pages, and made recommendations on content. The SEO audit established
a baseline foundation for the SEO strategy moving
forward.
On an ongoing monthly basis, Lundmark conducts site
crawls to review website metadata and check for broken
links, monitor top referring sites and channels, and
identify search competitors. The results of our monthly efforts are outlined in a progress report that also outlines recommendations for the following month’s SEO efforts.
THE RESULT
VisitSantaClarita.com has been steadily improving its
site health with each month’s search engine optimization efforts. These efforts enhance user experience by
reducing broken links and optimizing site speed for better overall performance.
CASE STUDY: WEBSITE SEARCH ENGINE OPTIMIZA TION
31 CONTRACTOR CAPABILITY &
REFERENCES
THE CHALLENGE
Crown Center, a shopping and entertainment
district located in Kansas City, Missouri
looked to increase its brand visibility by
gaining stronger website traffic and online
exposure overall. Lundmark was tasked
with developing a PPC strategy that would
strengthen their account performance and
lead to an increased awareness of the
shopping center and merchants.
THE SOLUTION
We started our process by evaluating their
current paid search efforts across Google,
Yahoo, and Bing. We analyzed the keyword
performance and conversion types, while
also reviewing the campaign and ad group
performance to ultimately execute a PPC
strategy for improvement moving forward.
THE RESULT
Over the past 5 years, we have consistently
increased their monthly impressions, clicks,
and conversions, while providing a monthly
PPC report to highlight areas of growth and
future focus areas.
CASE STUDY: PPC MANAGEMENT
32 CONTRACTOR CAPABILITY &
REFERENCES
INFLUENCER MARKETING
THE CHALLENGE
Crown Center, a family-centric shopping and
entertainment district in Kansas City, engaged
Lundmark to manage omnichannel campaigns
aimed at promoting exhibits and programming
throughout the year. The agency was specifically
tasked with developing and executing influencer
campaigns to capture new audiences and enhance
brand awareness and loyalty.
THE SOLUTION
Lundmark assessed the digital influencer
landscape within the Kansas City region to identify
top creators who specialize in family-friendly
content. The strategy included partnering with
established creator groups and prominent local
influencers. Lundmark oversaw the coordination,
content management, scheduling, and reporting,
ensuring each campaign delivered the intended
messaging effectively.
THE RESULT
Every campaign has been bolstered by the
authentic, user-generated content from the
influencers. Specifically, during the Christmas
campaign, the content reached over 100,000
individuals, with more than 40% being non-
followers of Crown Center’s social accounts. The
campaigns resulted in over 1,000 new followers
and garnered more than 150,000 content views.
Due to the outstanding performance, Crown
Center has chosen to invest more in influencer
marketing than other traditional marketing tactics
they had previously favored.
CASE STUDY: INFLUENCER MARKETING
33 ADDITIONAL DA T A
With more than a decade of experience in the industry, we understand the value and challenges facing destination marketing organizations like yours.
$1.3
TRILLION
Domestic and
international traveler
expenditures in the
U.S. in 2023
15 MILLION
American jobs
supported by direct
traveler expenditures
in 2023 80%
Of all domestic
travel was for leisure
purposes in 2023 $89
BILLION
In state and local tax
revenue in 2023
THE TRAVEL INDUSTRY: BY THE NUMBERS
*Source: U.S. Travel Association | https://www.ustravel.org/sites/default/files/2024-03/National%20Data_0.pdf
UNDERST ANDING THE INDUSTRY
Lundmark understands...
1. The importance of DMO’s building and
maintaining a positive relationship with the
business community.
2. The economic impact that leisure travel,
meetings and cultural/sporting events drive at
the local and regional level.
3. The value that travel and tourism provides
in the development/redevelopment of a
community.
4. Supporting this development can ultimately
lead to the further development of attractions
and amenities.
5.The necessity to keep local residents,
businesses and elected officials informed
of the great work accomplished by your
organization.
This understanding has provided value for Visit
Santa Clarita in the past and will undoubtedly do
the same moving forward into the future.
millennials
In the U.S.,
travel more than any other
generation (approximately 35
days per year), closely followed
by Gen Zers (approximately 29
days per year.)
480M
business trips,
an increase from
approximately 370M
in 2022.
In 2026, U.S.
travelers will take
Domestic flight
searches were up
for 2023 compared
to 2022 while
international flight
searches increased
64%.
25%