Okaloosa County BOCC — February 27, 2014 — IX.j. TO 132 Brand Television Spots — reading text

114 Okaloosa Tourist Development Department (TDD) Brand Campaign Television Spots Task Order #132 February 24, 2013 Peter Mayer Okaloosa TDD Page 1 Confidential 1111242v2  Brand Campaign Television Spots 115 Task Order 132 TABLE OF CONTENTS 1 BACKGROUND & PROJECT ASSIGNMENT ....................................................................................................... 3 2 ACTIVITIES & DELIVERABLES ......................................................................................................................... 43 3 COST ................................................................................................................................................................... 54 4 BILLING ................................................................................................................................................................. 5 5 GENERAL ASSUMPTIONS ................................................................................................................................... 5 6 CONTACT INFORMATION ................................................................................................................................ 65 7 SIGNATURES ...................................................................................................................................................... 75 Peter Mayer Okaloosa TDD-- Page 2 Confidential 1111242v2  Brand Campaign Television Spots 116 Task Order 132 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 – Brand television spots that will begin running in the second quarter of 2014. This task order reflects the production and execution of two new :30 spots and two new :15 spots. The County approved the revised Strategic Marketing Plan on March 4, 2014, which includes a line item for “Collateral, Campaign Production and Visitors Guide” in the amount of $507,115. The following Task Orders fall within the “Collateral, Campaign Production and Visitors Guide” line item: Previously Approved *Task Order 17, Website Hosting Platform $3,765.87 *Task Order 27, Viva 500 $19,886.96 *Task Order 39, Fall Campaign Production $10,551.25 *Task Order 40, Fall Campaign Media Planning + Purchasing $9,315.00 *Task Order 41, Crisis Communications Planning $6,238.75 *Task Order 44, Christmas PR $9,516.25 *Task Order 45, Christmas Media Planning $20,470.00 *Task Order 46, Christmas Media Purchasing $23,000.00 *Task Order 56, Brand TV Media Planning and Script Development $20,613.75 *Task Order 61, Fall Campaign Additional Media Planning Costs $3,450.00 *Task Order 66, Emerald Christmas Campaign Execution and Production; Print & TV $20,585.00 *Task Order 67, Fall Campaign Print Production $805.00 *Task Order 70, Meetings & Conventions Production $5,405.00 *Task Order 73, Emerald Christmas Campaign Execution and Production; Online Banners $15,036.25 Task Order 83, Very Emerald Christmas Event Development $5,750.00 Task Order 85, Christmas Collateral Production $5,458.69 Task Order 86, Christmas Radio Production $6,200.00 Task Order 87, Christmas Social Sweeps $14,432.00 Task Order 89, Brand Demo $2,475.00 Task Order 91, Christmas Online Shopping $8,050.00 Task Order 100, Campaign Production $36,225.00 Task Order 101, Website Hosting May ‐ September $2,775.00 Task Order 102, Emerald Christmas Campaign Additional Decal Production $1,630.50 Task Order 103, Fall Christmas Campaign Social Media Contest Fulfillment $2,400.00 Task Order 104, Spring/Summer Public Relations $24,945.00 Task Order 106 Brand Campaign TV Production $42,250.00 Task Order 108, A Very Emerald Christmas Press Conference Deliverables $1,221.05 Task Order 123, Brand Campaign Radio Production $10,450.00 Task Order 128, Brand Campaign Radio Production $7,329.00 Peter Mayer Okaloosa TDD-- Page 3 Confidential 1111242v2  Brand Campaign Television Spots 117 Task Order 132 2 ACTIVITIES & DELIVERABLES Services for this new project as covered under the base monthly agreement are noted in the Inclusions section of this document. New Projects that fall outside of the monthly agreement as noted in the contract on page 16 are outlined as follows: Television Development and Production  Shooting for two days  Production of two :30 television spots and two :15 television spots  National buyout for 6 months  One voice announcer with needle drop music  In accordance with Contract #C12-2007-TDC, Agency to provide three competitive bids for production of the television spots: o Louis Koerner of Big Storms Films + Revive Media o Ben Orisich of Universal Orlando o Tom Gilserman + Revive Media  Recommendation for Selection of Vendor  Production Oversight/Quality Assurance of the spots  Agency delivery of the final approved spots as well as traffic instructions to the stations based upon the approved, paid media plan Inclusions:  Account Management as covered under the monthly agreement on page 13 of the contract  Strategy and Analytics as covered under the monthly agreement on page 13 of the contract  Creative for new projects as noted in the contract on page 16 are estimated by the hour  Production for new projects as noted in the contract on page 16 are estimated by the hour  Project Management time for new projects as noted in the contract on page 16 are estimated by the hour  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.  All competitive bids based on production of 1x:30 / 1x:15 TV spot for broadcast and website.  Two rounds of Client review prior to approval of the final spot 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 Peter Mayer Okaloosa TDD-- Page 4 Confidential 1111242v2  Brand Campaign Television Spots 118 Task Order 132 3 COST Agency Fees Est. Hours Cost Creative, Production and Project 101 $11,615 Management Account Management, Covered Under Strategy/Analytics, Public Relations, Monthly and Media for Base Services Agreement Total 101 $11,615 Dubs – DG FastChannel Cost Total $2,499 Competitive Production Bids Bid #1: Louis Koerner of Big-Storm Films (Miami, FL) Cost Total $93,000 Bid #2: Ben Orisich of Universal Orlando (Orlando, FL) Cost Total $110,000 Bid #3: Tom Gilserman (New York, NY) Cost Total $80,150 Agency Recommendation The Agency recommends Louis Koerner of Big Storms films. He will work directly with Revive Media (a local vendor) to produce the spots. Also, Louis Koerner is recommended as he has the most tourism experience and can shoot the style of campaign that is expected. In addition, Agency found Louis Koerner’s quality of work favorable to production requirements. The cost of this Task Order is not to exceed $107,114 Peter Mayer Okaloosa TDD-- Page 5 Confidential 1111242v2  Brand Campaign Television Spots 119 Task Order 132 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:  Timely delivery of any required documentation from the Client  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  Client will conduct timely reviews and provide consolidated feedback and written approvals on a timely basis based on an agreed-upon schedule  Delays in Client reviews may extend timing and add risk to the final delivery 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,