Okaloosa County BOCC — May 15, 2013 — Task Order 33 — reading text

TASK ORDER APPROVAL FORM CONTRACT #: C12-2007-IDC TASK ORDER #: 33 TASK ORDER AMOUNT: $100,000 OFFERED BY CONSULTANT: Peter Mayer Advertising FIRMS NAME Janjes Geiger AY“ law PRINTED NAME neNn CFO May 13, 2013 TITLE DATE RECOMMENDED FOR APPROVAL (Department Director) Rul Bipoe _SIGHATURE / L TITLE 5/4113 | DATE COUNTY ADMINISTRATGR (if applicable) SH, {2 DATE APPROVED BY OKALOOSA COUNTY (Per Purchasing Manual) e $25,000 or less approved by Purchasing Director e Between $25,001 and $50,000 approved by Purchasing Director and County Administrator e Inexcess of $50,Q00 approved by the Board. Lua &» Gt whby/ PURCHASING DIRECTOR OS lol DATE CHAIRMAN (if applicable) DATE TOURIST DEVELOPMENT DEPARTMENT | ATTORNEY APPROVAL FORM : CONTRACTOR NAME: | PETER MAYER ADVERTISING CONTRACT H he C12-2007-TDC | | TASK/PURCHASE ORDER Hs | 33 3 | TASK/PURCHASE ORDER AMOUNT: = NOT TO EXCEED $100,000.00 I have reviewed the above-referenced task/purchase order and find it to be in compliance with the terms of the contract, Tourist Development Department Operations & Procedures Manual, the Okaloosa County Purchasing Manual and applicable local, state and federal laws, rules and regulations. (Initial applicable authorization) Lt* This approval authorizes the goods/work described in the attached Task or | Purchase Order to be performed or acquired. _ This approval authorizes the goods/work described in the attached invoice(s) to be processed for payment. | APPROVED AS TO FORM AND LEGALITY: eee TOD ATTORN : Levan Woes riaea PRINT NAME s/t z he “DATES Okaloosa Tourist Development Department (TDD) Summer Campaign Media Pass Through Costs Task Order #33 May 10, 2013 Peter Mayer Okaloosa TDD Page 1 Confidential 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs TABLE OF CONTENTS 1 BACKGROUND & PROJECT ASSIGNMENT ...........scsscssssssssssssscsssssssssesessssessessssssesesssceseeescsseeeeesesseesseeces 3 2 ACTIVITIES & DELIVERABLES sccssccscessassssncenssencessaserescnonssssnstsnnonessseacsssussseosssnxessensacvessvacasoressusascussnsuesscuesasnevaeess 3 BQ COS seessnccsscsscssarssancessassnsnsasuascorscaveconsscoaensvessenesteatocascatoesecctawesucsecsssnesaesseiccOeuaetsaOeTeest UCEUGEUSTENIG TEAST SESTENITES Toten none 5 4 BILLING uo ee eccesetssessesseccssesessesessssessssessesscessssseecscscesessscecesseceasscensaceesacenssescscacscecessecsseacessassceasaceceaseesaasasess 5 5 GENERAL ASSUMPTIONS 1... esssscscsssscsssescsssesscsssscsssssssssssesssseeseseceessseesecsesssecaescscessssecesseceseaseceaseceeeaseneaceneass 5 6G CONTACT INFORMATION isccssssseressesessssssessessssnssssnssessovessusssavecnensesansnresoccensnvesaneesnasesersnsnesvsisnssavaseresverssavenscnsesase 6 T SIGNATURES wvsssssosssossasessvesascsssssennsneseuanssansonsesasonsssvenseaosasscauaestasenssasaanssssvsaassiaaatensssacaacaeracaateanaasetaaveraaaeneNaTaNGS 6 Peter Mayer Okaloosa TDD-- Page 2 Confidential 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs 1 BACKGROUND & PROJECT ASSIGNMENT Okaloosa County, through Okaloosa County Tourist Development Department (hereafter referred to as “Client”) has asked Peter Mayer (hereafter referred to as “Agency”) to develop a new project - a Summer campaign that will aim to drive visitation between Memorial Day and Labor Day 2013. The campaign, which will run from June 17, 2013 through August 31, 2013, will consist of paid media, as well as advertising tactics to support it. The primary media objective will be to build and maintain awareness of the market among travel planners with an emphasis on markets within an 8 to 13-hour radius of the Emerald Coast. This task order reflects the Paid Media hard (pass through) costs for the campaign as noted on page 17 of the contract. Agency fees for Media planning and purchasing for the campaign as well as production to support it, have been provided in a supplemental Task Orders for Client review and approval. 2 ACTIVITIES & DELIVERABLES 1. Fulfillment of a Client approved Media Plan/Recommendations, which include: A. Travel Content Targeting e Publisher Mix o RGM Alliance Network o TravelZoo o TripAdvisor/Virtual Tourist e Placement Types o Content, demo, behavorial-targeted banners o Textlinks driving to OKAT-branded page on TravelZoo e Rationale o 11% average reach, 138 average index o Reaches audience that is currently in the travel-planning mindset B. Beyond Travel Sites e Publisher Mix o Scripps o Burst Ad Network o Google o Facebook Placement Types o Search query targeted text ads o Facebook tile ads o Content-targeted banners Rationale o 65% average reach, 108 average index o Opportunity to scale reach and build frequency towards a qualified consumer Peter Mayer Okaloosa TDD-- Page 3 Confidential 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs pM. In accordance with Contract #C12-2007-TDC, the Agency has attached Single Source Purchase Data Sheets for Client review. The majority of all media will be procured as single source items as there are no direct competitors to the individual media placements. Therefore, the Agency was not able to provide competitive bids for the media costs included in the Task Order Invoice reconciliation and proof of advertising materials to support all invoices, as noted in the Inclusions section of this document and the contract pages 2 and 17 Inclusions: No invoice will be approved unless a copy of the actual invoice from the vendor accompanies the invoice reflecting the acquisition of goods/services Agency to submit copies of effective contracts, insertion orders, recapitulation of credits and debits affecting previously submitted statements or invoices and substantiating bills, and tear sheets, with support materials or other proof of publications for invoices presented for payments All make-good placements for media placements specific to this campaign will run within the campaign period prior to the campaign end date unless otherwise noted in written approval from the Client All artwork, photography, design, layout, production materials, websites, domain names, etc., created by, and all rights acquired by the Agency for the Client will become property of the Client upon acceptance, subject to any third party, rights and the Agency’s ownership of any Code. Exclusions: Costs for photography or other possible external hard costs not specified in this task order. Any necessary costs required for new projects will be estimated and provided for Client approval in a subsequent task order as noted in the contract on page 15 All time for Media planning, purchasing, and reporting of this project has been provided in a task order for Client approval All time for Agency fees associated with campaign production has been provided in a supplemental task order for Client approval Metrics/Performance Indicators 1 Primary e Landing Page Activity e Cost per Click 2. Secondary e Click through Rate on Banner Ads e Social Following Growth Peter Mayer Okaloosa TDD-- Page 4 Confidential 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs 3. COST Plan Overview Cost RGM Alliance $20,400 TravelZoo $20,000 TripAdvisor/VT $16,000 Scripps $15,000 Burst Network $13,687 Google Search $8,000 Facebook $4,000 MediaMind Ad Serving Fees $2,913 Total $100,000 The estimated not to exceed cost of this Task Order is $100,000. Agency is authorized to purchase such media on behalf of the Client and proceed with executing the activities set forth in this Task Order. 4 BILLING Client will be billed in accordance with Contract # C12-2007-TDC. 5 GENERAL ASSUMPTIONS The following are general assumptions about the project that affect the timing, scope or cost of the project. The above assumes: e Timely delivery of any required documentation from the Client e Client will make available appropriate personnel and decision-makers for attending scheduled workshops and meetings for reviews and approval so immediate consensus can be reached e Client will conduct timely reviews and provide consolidated feedback and written approvals on a timely basis based on an agreed-upon schedule e Delays in Client reviews may extend timing and add risk to the final delivery Peter Mayer Confidential Okaloosa TDD-- Page 5 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs 6 CONTACT INFORMATION Ellen Kempner, Management Supervisor/Vice President Peter Mayer Advertising 504.210.1217 kempnere@peteramayer.com Michelle Clarke, Account Supervisor Peter Mayer Advertising 504.210.1287 clarkem@peteramayer.com James Geiger, Chief Financial Officer Peter Mayer Advertising 504.210.1263 geigerj@peteramayer.com 7 SIGNATURES Client: L >| Ne Yaywre Date: 5J4 / a J it Peter Mayer: Y acl Date: shalis Peter Mayer Confidential Okaloosa TDD-- Page 6 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs Summer Media Plan Overview: Travel Content Targeting Publisher Mix eRGM Alliance Network - Strong site-side engagement during Spring Shoulder campaign Custom channel built to reach beach travelers; layer of geo-targeting applied to ensure we’re reaching the most relevant audience Reaches 13% of our target audience e TravelZoo Build off of Spring campaign with Cost-per-Click textlinks that drive to the TravelZoo Emerald Coast page that was built for the Spring campaign 188 index against target audience ¢ TripAdvisor/Virtual Tourist - Strong volume of site-side engagements during Spring Shoulder campaign - Mix of content-targeting and geo-targeting applied to banner rotation - Reaches 17% of our target audience; 156 index Placement Types eContent, demo, behavioral-targeted banners «Competitive market content targeting eFlorida & beach content targeting °Geographic targeting to drive markets ¢Textlinks driving to OKAT-branded page on TravelZoo Rationale °11% average reach, 138 average index eReaches audience that is currently in the travel-planning mindset Peter Mayer Okaloosa TDD-- Page 7 Confidential 1111242v2 Okaloosa TDD Summer Campaign Media Pass Through Costs Beyond Travel Sites Publisher Mix eScripps Banner rotation across content channels that have high reach/index against target audience Example: Travel Channel, FoodNetwork, HGTV Geo-targeting layer to ensure we’re reaching the most relevant audience Reaches 20% of our target audience; 132 index ¢Burst Ad Network - Custom content channel of sites to best-reach our family travel planner when she’s consuming content across the web - Geo-targeted to align with target markets - Reaches 99% of our target audience °Google - Reach target as they are leaning in, seeking out travel information - Cost-per-click model minimizes waste - Sample keywords: A. Beach vacation rentals B. Family beach activities C. Beach trip with kids - Reaches 95% of our target audience; 101 index e Facebook - Opportunity to target across geography, age/gender/income, and relevant interests, such as beach travel and traveling with family - Cost-per-click model minimizes waste - Reaches 75% of our target audience; 102 index Placement Types eSearch query targeted text ads eFacebook tile ads eContent-targeted banners Rationale °65% average reach, 108 average index Peter Mayer Okaloosa TDD-- Page 8 Confidential 1111242v2 SINGLE SOURCE PURCHASE DATA SHEET Date: May 10, 2013 PR No.: Requestor: Peter Mayer Phone No.: 504.581.7191 Department/Division: Tourist Development Department (TDD) Item Description: Online Media Placement Requesting Department's Suggested Vendor: TMipAdvisor, Inc. Vendor's Address: 141 Needham Street, Newton, MA 02464 Vendor's Telephone No.: 773.398.4747 Point of Contact: Melissa Surane Sole Source J ustific ation . TripAdvisor, Inc. includes TripAdvisor.com and VirtualTourist.com. TripAdvisor Inc. reaches 17% of our target, with a 156 index., per Comscore. ws, its reach on the popularity of these traveler reviews. Proposed budget