CC 2015-06-23_08e Agreement for Tourism Marketing ServicesMEMORANDUM
TO: CITY COUNCIL
FROM: DEBBIE MALICOAT, DIRECTOR OF ADMINISTRATIVE SERVICES~
SUBJECT: CONSIDERATION OF CONSULTANT SERVICES AGREEMENT WITH
RG PACIFIC FOR TOURISM MARKETING SERVICES
DATE: JUNE 23, 2015
RECOMMENDATION:
It is recommended the City Council approve a consultant services agreement with RG
Pacific for tourism marketing services to assist the Arroyo Grande Tourism Business
Improvement District (AGTBID).
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
The cost of the agreement is not to exceed $95,000 per year. It will be paid entirely .
from AGTBID funding. The cost is consistent with the amount funded in the budget
approved by the AGTBID Advisory Board and City Council. The agreement will provide
assistance in developing marketing efforts for the AGTBID, which helps reduce impacts
of the program on City staff. In addition, the agreement will continue to be managed by
the Arroyo ·Grande-Grover Beach Chamber of Commerce President/CEO. Therefore,
there will be little impact on City staff.
BACKGROUND:
The AGTBID was established in 2013 and has contracted with a professional firm for
print, web, social media and email marketing since inception. On April 10, 2015 the
AGTBID released an RFP for these services and received five responses. The AGTBID
Marketing Committee and Advisory Board have reviewed the responses and
recommend that the City Council award the contract to RG Pacific. While the AGTBID
Board has been pleased with the services provided by the previous contractor, the
Board believes that RG Pacific provides a fresh perspective, has innovative ideas and
will position the AGTBID to achieve greater value into the future. The proposed scope
of work includes:
• Creation of a marketing advertising plan, including marketing materials and a
promotion strategy consistent with the Client's target market.
• Conduct a target market evaluation and recommend areas for refinement and
infiltration. · ·
• Enhancement of online marketing to provide integrated web, mobile and social
marketing programs. · ·
• Website enhancements and development, including development and update of
web content.
Item 8.e. - Page 1
CITY COUNCIL
CONSIDERATION OF CONSULTANT SERVICES AGREEMENT WITH RG PACIFIC
. FOR TOURISM MARKETING SERVICES
JUNE 23, 2015
PAGE 2
• Manage giveaway and online promotions
• Provide press releases, trade show and event marketing
• Providing metrics and verified statistics for success.
ALTERNATIVES:
The following alternatives are presented for the City Council's consideration:
-Approve staff recommendations;
-Modify the scope of services and approve the agreement;
-Continue the item and direct staff to review proposed modifications to the scope of
work with the AGTBID Advisory Board;
· Do not approve the agreement; or
Provide direction to staff.
ADVANTAGES:
Approval of this agreement will enable the AGTBID to continue moving forward in
implementing a comprehensive tourism marketing program. This will help increase local
hotel stays, accomplish the goals of the AGTBID, improve the local economy, and
demonstrate results to the lodging businesses.
· DISADVANTAGES:
There is no disadvantage identified in this recommendation other than the cost. .
ENVIRONMENTAL REVIEW:
No environmental review is required for this item.
PUBLfC NOTIFICATION AND COMMENTS:
The.Agenda was posted in front of City Hall on Thursday, June 18,2015. The Agenda
and report were posted on the City's website on Friday, June 19, 2015. No public
comments were received.
Attachments:
1. Agreement for Consultant Services
Item 8.e. - Page 2
ATTACHMENT 1
AGREEMENT FOR CONSULTANT SERVICES
THIS AGREEMENT, is made and effective as of 2015, between RG
PACIFIC, a California Corporation, ("Consultant"), and the CITY OF ARROYO
GRANDE, a Municipal Corporation ("City"). In consideration of the mutual covenants
and conditions set forth herein, the parties agree as follows:
1. TERM
This Agreement shall commence on July 1, 2015 and shall remain and continue
in effect until June 30, 2016, unless sooner terminated pursuant to the provisions of this
Agreement.
2. SERVICES
Consultant shall perform the tasks described and comply with all terms and
provisions set forth in City's Request for Proposal, attached as Exhibit "A" hereto and
incorporated herein by this reference and the Consultant's Proposal, attached as Exhibit
"B" hereto and incorporated herein by this reference.
3. PERFORMANCE
Consultant shall at all times faithfully, competently and to the best of his/her
ability, experience and talent, perform all tasks described herein. Consultant shall
employ, at a minimum generally accepted standards and practices utilized by persons
engaged in providing similar services as are required of Consultant hereunder in
meeting its obligations under this Agreement.
4. AGREEMENT ADMINISTRATION
The City Manager shall represent City in all legal matters pertaining to the
administration of this Agreement. The City has contracted with the Arroyo Grande -
Grover Beach Chamber of Commerce (Chamber of Commerce) to manage this
program. Therefore, the Chamber of Commerce Executive Director shall serve as the
City Manager's designee and primary contact for the Consultant regarding ongoing
tasks related to the Scope of Work. Ray Galan shall represent Consultant in all matters
pertaining to the administration of this Agreement.
5. PAYMENT
Consultant shall be paid for actual work performed and shall complete the tasks
set forth in Exhibit "A" for a total amount not to exceed Ninety Five Thousand Dollars
($95,000.00) in accordance with the terms in Exhibit "C" attached hereto and
incorporated herein by this reference.
6. SUSPENSION OR TERMINATION OF AGREEMENT WITHOUT CAUSE
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I
(a) The City and/or Consultant may at any time, for any reason, with or
without cause, suspend or terminate this Agreement, or any portion hereof, by serving
upon the other party at least ten (1 0) days prior written notice. Upon receipt of said
notice, the Consultant shall immediately cease all work under this Agreement, unless
the notice provides otherwise. If the City suspends or terminates a portion of this
Agreement such suspension or termination shall not make void or invalidate the
remainder of this Agreement.
(b) In the event this Agreement is terminated pursuant to this Section, the City
shall pay to Consultant the actual value of the work performed up to the time of
termination. Upon termination of the Agreement pursuant to this Section, the
Consultant will submit an invoice to the City pursuant to Section 5.
7. TERMINATION ON OCCURRENCE OF STATED EVENTS
This Agreement shall terminate automatically on the occurrence of any of the
following events:
(a) Bankruptcy or insolvency of any party;
(b) Sale of Consultant's business; or
(c) Assignment of this Agreement by Consultant without the consent of City.
(d) End of the Agreement term specified in Section 1.
8. DEFAULT OF CONSULTANT
(a) The Consultant's failure to comply with the provisions of this Agreement
shall constitute a default. In the event that Consultant is in default for cause under the
terms of this Agreement, City shall have no obligation or duty to continue compensating
Consultant for any work performed after the date it provides the Consultant with written
notice of default and can terminate this Agreement immediately by written notice to the
Consultant. If such failure by the Consultant to make progress in the performance of
work hereunder arises out of causes beyond the Consultant's control, and without fault
or negligence of the Consultant, it shall not be considered a default.
(b) If the City Manager or his/her delegate determines that the Consultant is in
default in the performance of any of the terms or conditions of this Agreement, he/she
shall cause to be served upon the Consultant a written notice of the default. The
Consultant shall have ten (1 0) days after service upon it of said notice in which to cure
the default by rendering a satisfactory performance. In the event that the Consultant
fails to cure its default within such period of time, the City shall have the right,
notwithstanding any other provision of this Agreement to terminate this Agreement
without further notice and without prejudice to any other remedy to which it may be
entitled at law, in equity or under this Agreement.
9. LAWS TO BE OBSERVED. Consultant shall:
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(a) Procure all permits and licenses, pay all charges and fees, and give all
notices which may be necessary and incidental to the due and lawful prosecution of the
services to be performed by Consultant under this Agreement;
(b) Keep itself fully informed of all existing and proposed federal, state and
local laws, ordinances, regulations, orders, and decrees which may affect those
engaged or employed under this Agreement, any materials used in Consultant's
performance under this Agreement, or the conduct of the services under this
Agreement;
(c) At all times observe and comply with, and cause all of its employees to
observe and comply with all of said laws, ordinances, regulations, orders, and decrees
mentioned above;
(d) Immediately report to the City's Contract Manager in writing any
discrepancy or inconsistency it discovers in said laws, ordinances, regulations, orders,
and decrees mentioned above in relation to any plans, drawings, specifications, or
provisions of this Agreement.
(e) The City, and its officers, agents and employees, shall not be liable at law
or in equity occasioned by failure of the Consultant to comply with this Section.
10. OWNERSHIP OF DOCUMENTS
(a) Consultant shall maintain complete and accurate records with respect to
sales, costs, expenses, receipts, and other such information required by City that relate
to the performance of services under this Agreement. Consultant shall maintain
adequate records of services provided in sufficient detail to permit an evaluation of
services. All such records shall be maintained in accordance with generally accepted
accounting principles and shall be clearly identified and readily accessible. Consultant
shall provide free access to the representatives of City or its designees at reasonable
times to such books and records; shall give City the right to examine and audit said
books and records; shall permit City to make transcripts therefrom as necessary; and
shall allow inspection of all work, data, documents, proceedings, and activities related to
this Agreement. Such records, together with supporting documents, shall be maintained
for a period of three (3) years after receipt of final payment.
(b) Upon completion of, or in the event of termination or suspension of this
Agreement, all original documents, designs, drawings, maps, models, computer files,
surveys, notes, and other documents prepared in the course of providing the services to
be performed pursuant to this Agreement shall become the sole property of the City and
may be used, reused, or otherwise disposed of by the City without the permission of the
Consultant. With respect to computer files, Consultant shall make available to the City,
at the Consultant's office and upon reasonable written request by the City, the
necessary computer software and hardware for purposes of accessing, compiling,
transferring, and printing computer files.
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(c) Consultant retains the right to show materials, not deemed confidential, for
promotional purposes and to retain rights to appropriate design identification in printed
materials for promotional purposes.
11. INDEMNIFICATION FOR PROFESSIONAL LIABILITY
(a) Indemnification for Professional Liability. When the law establishes a
professional standard of care for Consultant's Services, to the fullest extent permitted by
law, Consultant shall indemnify, protect, defend and hold harmless City and any and all
of its officials, employees and agents ("Indemnified Parties") from and against any and
all losses, liabilities, damages, costs and expenses, including attorney's fees and costs
to the extent same are caused in whole or in part by any negligent or wrongful act, error
or omission of Consultant, its officers, agents, employees or subcontractors or any
entity or individual that Consultant shall bear the legal liability thereof) in the
performance of professional services under this agreement.
(b) Indemnification for Other Than Professional Liability. Other than in the
performance of professional services and to the full extent permitted by law, Consultant
shall indemnify, defend and hold harmless City, and any and all of its employees,
officials and agents from and against any liability (including liability for claims, suits,
actions, arbitration proceedings, administrative proceedings, regulatory proceedings,
losses, expenses or costs of any kind, whether actual, alleged or threatened, including
attorneys fees and costs, court costs, interest, defense costs, and expert witness fees),
where the same arise out of, are a consequence of, or are in any way attributable to, in
whole or in part, the performance of this Agreement by Consultant or by any individual
or entity for which Consultant is legally liable, including but not limited to officers,
agents, employees or subcontractors of Consultant.
(c) General Indemnification Provisions. Consultant agrees to obtain executed
indemnity agreements with provisions identical to those set forth here in this section
from each and every subcontractor or any other person or entity involved by, for, with or
on behalf of Consultant in the performance of this agreement. In the event Consultant
fails to obtain such indemnity obligations from others as required here, Consultant
agrees to be fully responsible according to the terms of this section. Failure of City to
monitor compliance with these requirements imposes no additional obligations on City
and will in no way act as a waiver of any rights hereunder. This obligation to indemnify
and defend City as set forth here is binding on the successors, assigns or heirs of
Consultant and shall survive the termination of this agreement or this section.
12. INSURANCE
Consultant shall maintain prior to the beginning of and for the duration of this
Agreement insurance coverage as specified in Exhibit "D" attached hereto and
incorporated herein as though set forth in full.
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13. INDEPENDENT CONSULTANT
(a) Consultant is and shall at all times remain as to the City a wholly
independent Consultant. The personnel performing the services under this Agreement
on behalf of Consultant shall at all times be under Consultant's exclusive direction and
control. Neither City nor any of its officers, employees, or agents shall have control over
the conduct of Consultant or any of Consultant's officers, employees, or agents, except
as set forth in this Agreement. Consultant shall not at any time or in any manner
represent that it or any of its officers, employees, or agents are in any manner officers,
employees, or agents of the City. Consultant shall not incur or have the power to incur
any debt, obligation, or liability whatever against City, or bind City in any manner.
(b) No employee benefits shall be available to Consultant in connection with
performance of this Agreement. Except for the fees paid to Consultant as provided in
the Agreement, City shall not pay salaries, wages, or other compensation to Consultant
for performing services hereunder for City. City shall not be liable for compensation or
indemnification to Consultant for injury or sickness arising out of performing services
hereunder.
14. UNDUEINFLUENCE
Consultant declares and warrants that no undue influence or pressure was or is
used against or in concert with any officer or employee of the City of Arroyo Grande in
connection with the award, terms or implementation of this Agreement, including any
method of coercion, confidential financial arrangement, or financial inducement. No
officer or employee of the City of Arroyo Grande will receive compensation, directly or
indirectly, from Consultant, or from any officer, employee or agent of Consultant, in
connection with the award of this Agreement or any work to be conducted as a result of
this Agreement. Violation of this Section shall be a material breach of this Agreement
entitling the City to any and all remedies at law or in equity.
15. NO BENEFIT TO ARISE TO LOCAL EMPLOYEES
No member, officer, or employee of City, or their designees or agents, and no
public official who exercises authority over or responsibilities with respect to the project
during his/her tenure or for one year thereafter, shall have any interest, direct or indirect,
in any agreement or sub-agreement, or the proceeds thereof, for work to be performed
in connection with the project performed under this Agreement.
16. RELEASE OF INFORMATION/CONFLICTS OF INTEREST
(a) Subject to the exceptions listed in section 10, all information gained by
Consultant in performance of this Agreement shall be considered confidential and shall
not be released by Consultant without City's prior written authorization. Consultant, its
officers, employees, agents, or subcontractors, shall not without written authorization
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Item 8.e. - Page 7
from the City Manager or unless requested by the City Attorney, voluntarily provide
declarations, letters of support, testimony at depositions, response to interrogatories, or
other information concerning the work performed under this Agreement or relating to
any project or property located within the City. Response to a subpoena or court order
shall not be considered "voluntary" provided Consultant gives City notice of such court
order or subpoena.
(b) Consultant shall promptly notify City should Consultant, its officers,
employees, agents, or subcontractors be served with any summons, complaint,
subpoena, notice of deposition, request for documents, interrogatories, request for
admissions, or other discovery request, court order, or subpoena from any person or
party regarding this Agreement and the work performed thereunder or with respect to
any project or property located within the City. City retains the right, but has no
obligation, to represent Consultant and/or be present at any deposition, hearing, or
similar proceeding. Consultant agrees to cooperate fully with City and to provide the
opportunity to review any response to discovery requests provided by Consultant.
However, City's right to review any such response does not imply or mean the right by
City to control, direct, or rewrite said response.
17. NOTICES
Any notice which either party may desire to give to the other party under this
Agreement must be in writing and may be given either by (i) personal service, (ii)
delivery by a reputable document delivery service, such as but not limited to, Federal
Express, which provides a receipt showing date and time of delivery, or (iii) mailing in
the United States Mail, certified mail, postage prepaid, return receipt requested,
addressed to the address of the party as set forth below or at any other address as that
party may later designate by notice:
To City:
To Consultant
18. ASSIGNMENT
City of Arroyo Grande
City Manager
300 E. Branch Street
Arroyo Grande, CA 93420
RG Pacific
Ray Galan
611 S. Catalina St, Ste 222
Los Angeles, CA 90005
The Consultant shall not assign the performance of this Agreement, nor any part
thereof, without the prior written consent of the City.
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19. GOVERNING LAW
The City and Consultant understand and agree that the laws of the State of
California shall govern the rights, obligations, duties, and liabilities of the parties to this
Agreement and also govern the interpretation of this Agreement. Any litigation
concerning this Agreement shall take place in San Luis Obispo Superior Court.
20. ENTIRE AGREEMENT
This Agreement contains the entire understanding between the parties relating to
the obligations of the parties described in this Agreement. All prior or contemporaneous
agreements, understandings, representations, and statements, or written, are merged
into this Agreement and shall be of no further force or effect. Each party is entering into
this Agreement based solely upon the representations set forth herein and upon each
party's own independent investigation of any and all facts such party deems material.
21. TIME
City and Consultant agree that time is of the essence in this Agreement.
22. CONSTRUCTION
The parties agree that each has had an opportunity to have their counsel review
this Agreement and that any rule of construction to the effect that ambiguities are to be
resolved against the drafting party shall not apply in the interpretation of this Agreement
or any amendments or exhibits thereto. The captions of the sections are for
convenience and reference only, and are not intended to be construed to define or limit
the provisions to which they relate.
23. AMENDMENTS
Amendments to this Agreement shall be in writing and shall be made only with
the mutual written consent of all of the parties to this Agreement.
24. AUTHORITY TO EXECUTE THIS AGREEMENT
The person or persons executing this Agreement on behalf of Consultant
warrants and represents that he/she has the authority to execute this Agreement on
behalf of the Consultant and has the authority to bind Consultant to the performance of
its obligations hereunder.
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IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be
executed the day and year first above written.
CITY OF ARROYO GRANDE
By: __________ _
Jim Hill, Mayor
Attest:
Kelly Wetmore, City Clerk
Approved As To Form:
Heather Whitham, City Attorney
CONSULTANT
By: ___________ _
Its: ------------(Title)
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EXHIBIT A
RFP
Request for Proposals
Marketing, Communications, and Website Management, Social Media
Proposal Submittal Deadline: May 15, 2015
Introduction
In 2011, the City of Arroyo Grande formed a Tourism Business Improvement District
(T-BID). The TBID Board of Directors operates as a destination marketing organization
under the name of Visit Arroyo Grande.
Spearheaded by Arroyo Grande hoteliers, Visit Arroyo Grande is comprised of nine (9)
hotels and seven (7) vacation rental/home stays. It is governed by a Board of Directors
representing the diverse make-up of the Arroyo Grande hospitality industry.
The City is seeking professional full-service integrated marketing, digital marketing,
communications, and online media, website, and website maintenance services and is
requesting proposals from qualified firms.
Candidates should have the capability and experience needed to provide
comprehensive, strategic and innovative services on designated projects. The intended
end result of the marketing program is to increase hotel occupancy and average daily
rate.
The City's brand (e.g. logo, color palette, tagline, graphics, etc.) are already in place. The
City wishes to build upon this identity in its future marketing effort with the selected
firm.
Qualified firms shall make recommendations for the corning fiscal year (July 1, 2015 to
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June 30, 2016); the contract will be for one year with the option to extend additional
years.
Proposal guidelines
Consultants are expected to prepare beyond the one year mark (July 1, 2015 to June 30,
2016) to implement certain projects; however projects beyond June 30, 2016 are
dependent on the annual approved budget. The total budget for scope of services
should not exceed $95,000.
The successful agency or firms will coordinate all services under the Agreement with
the City of Arroyo Grande or their designee(s). Firms may provide additional
creative/innovative suggestions for deliverables identified in the proposal as "optional
deliverables".
Agencies may submit proposals for one, or both components of this Scope of Work.
Marketing and Communications:
Develop and implement a variety of promotional, publicity and advertising programs,
and informational materials consistent with specifications provided.
Develop a comprehensive strategic marketing and advertising plan that addresses the
following:
• Propose new, or expand current marketing programs to promote Arroyo
Grande and submit time lines for development/implementation. Campaign may
include but not be limited to, digital, print, video, radio, outdoor, online media, and
direct marketing
• Plans for improving, updating and maintaining online media sites
• Recommendations on strategic marketing materials and publications
• Identify reasons to attract visitors to Arroyo Grande, and define specific visitor
profile
• Identify strategies that increase overnight stays, especially during off-peak
seasons
• Propose creative tactics such as advertising campaigns and events and
packages
• Pinpoint emerging demographic and psychographic markets. Develop specific
strategies to reach new markets
• Specific trade shows to attend
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• Plan to attract F AM tours resulting in positive stories about Arroyo Grande
• Capitalizing on SEQ and SMO, apps, and other new digital media opportunities
to increase reach, access and internet visibility
• Updating and responding to internet-based tourism sites
• Collaborating with attractions and special events
Online Strategy
Develop and implement an online marketing strategy focused in conversion through
the official Visit Arroyo Grande website. The main objective is to drive qualified visits
to the site that will then turn "heads into beds." The strategy includes management of
all online
channels: SEM, Display, Mobile, Direct (database segmentation and email delivery),
Meta-search and Affiliate programs.
• Develop and implement online strategy to include awareness metrics: likes,
engagements, shares, interactions, as well as traffic to the Visit Arroyo Grande website
• Connect and interact with potential target audience
• Create a Brand experience in all messaging
• Engage audience in the five stages of the buying cycle: Dream, Plan, Buy,
Experience, and Share
• Provide for committee management of all online channels
• Create written content, plan and publish content
• Execute content that requires timeliness (such as company breaking news,
weather alerts and more), seven days-per-week.
• On-going online media monitoring, analysis, and reporting
• Complete reports to coincide with meetings of the committee -show metrics
and report implications and suggested adjustments
• Report and recommend changes when there are updates/changes to platforms
• Plan for flagging both reactive and proactive opportunities for engagement in
response to activity within online channels. Agency to specify hours when monitoring
and engaging will take place.
• Explain what tools your agency has available for online media monitoring,
reporting and analysis, and Brand/reputation monitoring
• Generate all images/creative assets to be paired with posts. Photographs and
branding guidelines will be provided by Visit Arroyo Grande from internal marketing
database, as well as iStockphoto. Agency will be responsible for resizing etc.
• Recommend best practices such as frequency of posts for online channels and
other tactical recommendations
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Agency should also provide the following information:
• Agency approach to online content
• Community management capabilities to ensure effective online media
placement
• Overview of responsible team members including structure of crisis
management team
• Examples of copy created for online platforms
• Examples of graphic content to be paired with editorial copy
• Sample of monitoring report format
• Best practices report, example of online data analysis and action items
• A description of how agency stays at the forefront of technology and emerging
media
Website:
The agency will take responsibility for all aspects of the Visit Arroyo Grande website,
content management system (CMS) and related hosting. The scope of services should
include, but are not limited to, all software, hardware, administrator and end user
training, hosting, SEO programming and other services required to implement and
support the website and should;
• Promote community events
• Communicate news and information efficiently and effectively
• Utilize responsive, secure and reliable on-line services that are accessible from
any operating platform (i.e. Windows, iOS, Android, etc.)
• Offer a robust CMS that allows administrator staff to easily update some
portions of the website content
• Include Coogle and other analytics features accessible by Visit Arroyo Grande
• Allow for the addition of landing pages and/or future sub-sites
• Enhance the user experience when interacting with the website
• Enhance the website's information architecture to provide easy and intuitive
navigation and search capabilities
• Enhance and expand on-line services
• Ensure a consistent look and feel across all pages
• Implement quick links feature
• Be consistent with current and future Americans with Disabilities Act
accessibility guidelines and any other applicable state and federal accessibility
requirements
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• Include a privacy policy
• Be capable of capturing email addresses
• Include a blog if implemented
City/Chamber Involvement
The City and AGGB Chamber of Commerce will make every effort to provide
demographics information, photos, existing information on economic development
tools, pamphlets, resident guides, reports, etc. Consultant should strive to be self-
sufficient to the extent possible.
CONSIDERATION/MEETING REQUIREMENTS
The qualified consultant should be prepared to meet directly or confer over the phone
as needed. The consultant will be required to attend committee and Board meetings,
and make presentations.
CONTRACT
The project contract will be based on the final scope of work that is mutually agreed
upon between the City and firm(s). The contract will be negotiated for the project for
the extent of services to be rendered and for the method of compensation. Consultants
are requested to submit a line-item cost estimate that is realistic for the proposed
approach. The budget should cover all costs including consultant fees, mileage and
production costs. Firm(s) shall not perform any work on the project prior to execution
of a written contract by both the City and the Firm(s), and furnishing of all required
insurance certificates and business license by the Firm(s). The City requires a minimum
insurance limit of $1,000,000 each for general liability, automobile and errors and
omissions. The draft Professional Services Agreement is attached and should be
reviewed prior to the RFP submittal.
KEY DATES
Release of RFP J
Submittal of questions
Response to questions
Deadline for submittal
Interview for finalists (if needed)
Award of contract
Targeted contract commencement
QUESTIONS
All questions regarding this RFP shall be submitted in writing to Judith Bean, AGGB
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Chamber of Commerce, SODA W. Branch St., Arroyo Grande, CA 93420, or via email:
judith®aggbchamber.com. The date and time when questions must be submitted by are
shown in "Section VII. Key Dates" of this RFP. Questions with their answers will be
posted on the City's Website by the date and time set forth in this RFP.
PROPOSAL REQUIREMENTS
Format-The proposal should include a table of contents and numbered pages. The
document should be standard (8%" x 11") letter-sized paper. Please include only
requested materials.
The proposal should include the following information:
The name and resume of the responsible person who would be in charge of the project,
information on team members by role, an estimate of the time required to complete the
project; disclosure of billable rate for each task.
An executive summary of the proposal being submitted.
The proposed fees. The fees are to be broken down by task demonstrating how the fee
was calculated. Cost proposal shall provide a specific fixed cost estimate and a "not to
exceed" cost ceiling. The proposal shall address all hourly wage rates, including all
reimbursable expenses and overhead.
Describe the Consultant's experience, especially as related to completing similar
projects as being discussed in this RFP.
Identify and provide resumes of any sub-consultants who will be utilized on this
project.
Explain in detail how your firm will accomplish the items specified in the Scope of
Work.
Provide information on past or present projects concerning budgeted costs versus
actual costs, scheduled completion dates versus actual completion dates, and other
relevant information concerning your firm's ability to deliver the project. Include
references
A proposed project schedule for the fiscal year shall be included in the proposal with
verifiable references.
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SELECTION PROCESS
The AGGB Chamber Marketing Committee will review responses to the Request for
Proposal based on the evaluation criteria below, and make a recommendation to the
TBID Board of Directors which will then forward their recommendation to the City
Council for final contract approval.
Qualified firms will be invited to make an oral presentation on their proposal, at the
discretion of the Marketing Committee and/or TBID Board of Directors.
The City reserves the right to reject any and all proposals and to award contract(s) for
any or all aspects of the Scope of Work.
EVALUATION CRITERIA
A. Suitability of the Proposal -the proposed solution meets the needs and criteria
presented in the RFP.
B. Expertise in recommending and communicating appropriate technical and aesthetic
solutions as demonstrated by the proposal and references.
C. Aesthetic Capabilities -Prior work reflects artistic and innovative, user friendly
interfaces that engage communities and viewers.
D. Proposal Presentation-The information is communicated in a clear, logical manner
and is well organized.
GENERAL INFORMATION
A. The City reserves the right to request additional information from any or all of the
respondents.
B. The City reserves the right to reject any or all of the proposals. Late or incomplete
proposals may not be considered. The City shall have sole discretion in determining the
completeness of each proposal.
C The City shall reserve the right to contact past clients for references.
D. The terms and scope of the contract will be determined on the basis of professional
negotiations between the City and the prospective Consultant. If the City and the
prospective Consultant fail to reach a contractual agreement, the City may negotiate
with any other highly ranked consultant.
F. The City reserves the right to waive minor discrepancies and to reject any and all
proposals for any reason.
PROPOSAL SUBMITTAL REQUIREMENTS
Quantity-Four (4) copies (three bound and one unbound), plus one electronic
copy in Adobe Acrobat (PDF) format.
Deadline for Submittal -The filing deadline for submittal of the above proposal
Page 15
Item 8.e. - Page 17
is 5:00p.m. on Friday, May 15, 2015. The City reserves the right to extend the deadline
date. All documents should be sent in a sealed package, clearly marked "RFP AGTBID"
to Judith Bean, AGGB Chamber of Commerce, 800A W. Branch St., Arroyo Grande, CA
93420
Specific Deliverables
The consultant shall develop a comprehensive portfolio that addresses, at a minimum,
the following:
1. Develop strategy to quantify success on marketing campaign through initiatives that
measure return on investment.
2. Next phase brand identity that includes but is not limited to advertising campaigns.
3. Develop tourism incentives that include package deals for hotels.
4. Enhance social media presence in Facebook, Twitter, Instagram, Pinterest, Youtube
and other social media outlets as they arise. Integrate social media with
visitarroyogrande.org and create other strategies to boost internet traffic visibility.
6. Build a feeder market strategy to increase traffic from cities LA and SF.
7. Respond to TripAdvisor, Travelzoo, and other internet-based tourism sites.
8. Collaborate with major attractions and special events.
Firms may provide additional creative/innovative suggestions for deliverables
identified in the proposal as "optional deliverables".
Meetings
The consultant shall meet with the members of Visit Arroyo Grande as needed.
Page 16
Item 8.e. - Page 18
EXHIBIT B
CONSULTANT PROPOSAL
AGREEMENT FOR
CONTRACTOR SERVICES
May 2015
,. '; .
~PACIFIC
WEB MARKEnNG, DESIGN AND DEVElOPMHiT
Ray Galan, MBA -President
611 S. Catalina St., Suite 222
Page 17
Item 8.e. - Page 19
Los Angeles, CA 90005
(D) 323-314-2127 (P) 323-798-8293 (F) 323-544-9056
ray@rgpacific.com
www.rgpacific.com
Table of Contents
lntroduction ................................................................................................................................................. 19
Background .............................................................................................................................................. 19
Management Volume ............................................................................. : .................................................... 20
Ray Galan, Project Manager ................................................................................................................ 20
Asucena Hernandez, Marketing Manager ........................................................................................... 20
Dorian Kobetitsch, SEO Strategist ....................................................................................................... 20
Rene Salazar, Social Media Account Strategist ................................................................................... 21
Marc Maninang, Web Developer ........................................................................................................ 21
Abhi Sharma, Web Programmer ......................................................................................................... 21
Patricia Delgado, Graphic Designer ..................................................................................................... 21
Marketing and Communications ................................................................................................................. 22
Marketing and Advertising Plan .............................................................................................................. 22
SWOT Analysis ..................................................................................................................................... 22
Positioning ........................................................................................................................................... 23
Marketing Materials & Promotion Strategy ........................................................................................ 24
Online Marketing Strategy .................................................................................................................. 28
Conversion Strategy & Metrics ........................................................................................................... 28
Website ....................................................................................................................................................... 29
Enhancements ......................................................................................................................................... 29
Affiliate Program ................................................................................................................................. 29
iFrame .................................................................................................................................................. 30
Call to Action ....................................................................................................................................... 31
Social Media Integration ..................................................................................................................... 31
Blog ...................................................................................................................................................... 32
Security ................................................................................................................................................ 32
Timeline ....................................................................................................................................................... 32
Budget ......................................................................................................................................................... 33
Page 18
Item 8.e. - Page 20
Executive Summary ..................................................................................................................................... 34
Introduction
RG Pacific, a web marketing and development agency, has the Los Angeles perspective that the
AGTBID seeks to brand Arroyo Grande as a go-to destination for accommodations and leisure.
Our marketing efforts will attract new visitors to the City of Arroyo Grande, in addition to
reminding past visitors why they should book another stay. RG Pacific's team has the unique
skills, expertise, and the technical backgrounds to complete the tasks in this RFP.
RG Pacific is here to help your bottom line using the power of the internet. We are committed to
giving business owners and leaders cutting edge web design, online marketing, E-Branding
methods, and tools so that they can excel and remain competitive in their local, national, and
global markets.
RG Pacific is committed to providing the best services and technologies at the best prices,
always. Our company mission is based on a core theory that strives to serve every business with
every solution needed to not only expand a business, but get it branded and marketed with one
overall goal: To Expand, Improve Business, and Revenue Today!
RG Pacific was founded in 2004 by Ray Galan, MBA in Los Angeles, CA and it is certified by
the City of Los Angeles as a Small Local Business (SLB), and Minority Business Enterprises
(MBE).
RG Pacific has been a leading services provider and developer of online marketing, web design,
web development, and online branding projects. Our niches include B2B, retail, services,
manufacturing, legal, financial, and more. We have been the lead as well as a sub-contractor in
many projects with city and privately funded community projects as well.
Background
The RG Pacific team has developed websites for B2B and B2C in the past, and we offer
complete web design and programming solutions. Our team can help you increase online
presence by bringing traffic to your website and maximizing your users' web experience.
RG Pacific Specializes in:
• Web Development-ASP.NET, PHPS, cURL, phptidy, CakePHP, Peri, Python, Silverlight, RIA, CSS,
HTML, HTMLS, XML, XSLT, Javascript, AJAX, jQuery
• E-Commerce Platforms-Magenta, Joomla, Drupal, Word press, Custom, and more.
• Software Development-C#, Ruby on Rails, Android, Apple, Java, Flash
• Online Marketing-SEO, Social Media, SEM, CPA, CPC, Affiliate
• E-Branding-Online PR, Content Writing, Strategic Planning, Video, Affiliate
Page 19
Item 8.e. - Page 21
Management Volume
Ray Galan, Project Manager
The proposed project manager is the President of RG Pacific.
For the past 3 years Ray has served on the board of the Los Angeles Latino Chamber of
Commerce (LALCC) as IT Chair; responsible for providing online branding training and advice
to Fortune 1000 companies and nonprofits. In the last three years, notable completed contracts
include:
• Online Marketing and Development for MoroccanOil.com, a nationwide beauty brand with a
yearly budget of $250K in online spending from 2012-2014.
• Web Development and Online Branding for The Clinic by Dr H from 2013 to present. The Clinic is
run by celebrity Doctor to the Stars Dr. Robert Huizenga (From TV show The Biggest Loser). In
2013, $550K was raised with online branding efforts.
Skills include: PHP, WordPress Theme Development, HTML5, CSS, JavaScript, Action Script,
Graphic Design, and LAMP
Asucena Hernandez, Marketing Manager
Over 6 years' experience in managing social media accounts, Google and Bing advertising
accounts, e-mail broadcasting, and website SEQ for clients.
• Develop marketing campaigns that increase awareness of client's brands, products,
communities, etc. Research trends relative to client demographics for posts on social
networking sites, e-mail broadcasts, press releases, and blog
• Set up and manage paid advertising campaigns on Google, Bing, and Yahoo to increase traffic,
sales, and conversions.
• Create marketing broadcast plan that incorporates social media, PPC, SEO, and E-mail strategies.
• Maintain social media accounts: Twitter, Facebook, Linkedln, lnstagram, Pinterest, Google+
• Increase followership through creative giveaway ideas and promotions.
• Increase website traffic growth using SEO, Link Building, Online Forums, Directories, and other
marketing tools.
Dorian Kobetitsch, SEO Strategist
Over 5 years' experience in managing SEQ accounts to boost client's website page rank for
keywords.
• Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum
ROI in paid search campaigns.
• Manage campaign expenses, staying on budget, estimating monthly costs and reconciling
discrepancies.
• Track, report, and analyze website analytics and PPC initiatives and campaigns.
• Perform ongoing competitive keyword research, marketing and optimization.
Page 20
Item 8.e. - Page 22
• Optimize copy and landing pages for search engine marketing.
• Develop and implement link building strategies.
• Work with advertising and marketing teams to drive SEO in content creation and content
programming.
• Advise changes to website structure, content, linking and other factors to improve SEO positions
for target keywords.
Rene Salazar, Social Media Account Strategist
As a Santa Maria native, he has had 2+ years' experience working with clients to improve their
social media and online presence.
• Maintain social media accounts daily: Twitter, Facebook, Linkedln, lnstagram, Pinterest, Google+
• Increase followership and posting quality information for social media audience
• Manage giveaway and online promotions
Marc Maninang, Web Developer
Over 5 years' experience in managing and designing websites. Marc's core responsibilities
include:
• Full Ul Design for projects with keen eye on increasing awareness of brands, products,
communities, etc.
• Maintain graphics, design layouts, and features for clients
• Maintain page layouts, create logos, advertisements, and branding
• Organize composition and image quality for fully responsive websites and templates
• Increase visually appealing graphics, site navigation, unique photo adjustments, and design
placement on functioning websites
Abhi Sharma, Web Programmer
Masters in Science M.S. California State University, Los Angeles
Over 7 years' experience in Web Programming and Application Development. Abhi will be
responsible for the web development of both front end and back end applications, including
widget creation/coding, server management, programming, troubleshooting, and source code
manual writing.
Skills include: PHP, Java, Spring/Hibernate, Codeigniter, Laravel, Python Scripts, NodeJS,
AngularJS, MySQL, and MongoDB
Patricia Delgado, Graphic Designer
UCLA graduate with 7 years graphic design experience. She is a problem solver when it comes
to providing clients with creative solutions. She loves exceeding her clients' expectations with
her exceptional taste.
• Brainstorming and mocking up design ideas
• Presenting ideas to clients
• Meeting with clients and adjusting designs to fit their needs or taste
Page 21
Item 8.e. - Page 23
• Using computer software to execute designs
• Working with others, such as printers, programmers, developers or other technicians, to
execute design tasks
Skills include: Adobe Creative Suite 6, Typography, Digital, Print, Product Design, and
Branding
Marketing and Communications
Marketing and Advertising Plan
SWOT Analysis
Strengths
• Arroyo Grande is a historic neighborhood with many point-of-interests and local outdoor
attractions.
o It is located minutes away from well-known beaches like Pismo Beach where people can
go shopping at the Premium Outlets and visit the Monarch Butterfly Grove.
o Beautiful golf courses and resorts are minutes away
o Dunes
o Lopez Lake
o Microbreweries and Beer tastings
o SLO Port
o Local renowned eateries
• There is wonderful weather year-round
• It is a bicycle friendly community, and has scenic roads.
• Local Farmers' Market available year-round.
• Transportation Services
o By Car: The drive to Arroyo Grande from other major California cities is relatively short.
It is located 4 hours from San Francisco (250 miles) and within 3 hours from San Jose,
Fresno and Los Angeles (175 miles).
o By Train/Bus: Stop is 10 minutes from Arroyo Grande Village and schedules are available
daily.
o By Air: San Luis Obispo County Airport is located 20 minutes away from the Arroyo
Grande.
Weaknesses
• Current social media accounts are not all up-to-date.
o Twitter account was last used in 2013, and has more followers than Facebook.
o lnstagram was last used in 2013, and it is not linked to on the website
o Pinterest account link on website is broken.
• Website
o Lacks interactive social media feeds to engage users. Social media is now the main form
of online communication, overriding email since 2014.
Page 22
Item 8.e. - Page 24
o Website is losing potential visitors' contact information because there is no newsletter
sign-up form, or a call to action to grab email, once engaged.
o Visitors go to a third party websites to book a room or have to call to book. This should
all be done on the website. If they leave, chances are they will not come back.
o No Call to Action on the website. If people visit Arroyo Grande there is no sense of
urgency for them to come back or book their stay.
o SEQ (Search Engine Optimization)
• There are currently no META Keywords or META Descriptions on the website; as
a result, a search for "visit arroyo grande" on Google shows results for other
websites.
Opportunities
• Arroyo Grande vacation rentals can be listed on popular booking app AirBnB
• Newsletter
o Adding a newsletter sign-up form to capture visitor contact information.
o We can reach former and potential visitors through e-mail campaigns that can offer
special lodging deals with a call to action to visit and stay in Arroyo Grande.
o E-mail campaigns for holiday and special events such as the Harvest Festival, SLO
International Film Festival, Farmers' Market, etc.
• Living Social and Groupon getaways for lodging, wineries, and events to recruit new visitors
• FAM Tours promotion
• Activities Video to promote the City of Arroyo Grande online
• Increasing microbrewery popularity
o Hosting beer festivals to raise awareness of local brews. (Several festivals are held
during the Brewers Association American Craft Beer Week.)
Threats
• Website Security
o The admin and site can be easily hacked. There are currently no safeguards in place.
• People that would rather campout at the Pismo Beach Campgrounds. If they want to camp, they
see no incentive to book a hotel.
• Santa Barbara and Temecula's aggressive marketing to Los Angeles residents to visit for wine
tours. There is currently no marketing visible for Arroyo Grande.
• Other booking websites and listings that offer better rates; such as: AirBnb, Hotels.com,
Booking.com, Travelocity, etc.
Positioning
Arroyo Grande is part of the San Luis Obispo County, and it's easily accessible-less than 250
miles from-to people in Northern and Southern California. As a result, most people do not need
to book a flight to Arroyo Grande. Arroyo Grande should be branded as a California Central
Coast staycation for families, couples, and groups that are searching for a weekend escape.
Our target audience browses websites like Living Social and Groupon for nearby destinations or
"escapes;" therefore, their escape to Arroyo Grande for the weekend will offer affordable
accommodations for visitors.
Page 23
Item 8.e. - Page 25
Families:
Families planning a trip to theCA Central Coast--where both the adults and kids-will enjoy
being close to the beach and lake for a relaxing vacation. The family will have plenty of
activities to choose from during their stay such as:
• Monarch Butterfly Grove-The butterflies migrate to Pismo Beach from November to February
• Dunes-Ride quads, ATVs, Dune Buggies
• Ranch Riding Stables
• Nipomo Raceway
• Shopping at the Pismo Beach Premium Outlets and/or Antiquing
Couples and Groups:
These visitors will be visiting Arroyo Grande for a weekend escape that is relaxing and fun. In
general, this group of visitors are millennials and baby boomers that are interested in wine tours
as well as micro breweries. A recent Nielsen report states that 58.9% of "craft beer drinkers have
annual incomes of $75,000 or more." Similarly, this demographic enjoys wine tasting and wine
tours. These visitors will need to book their overnight stays in Arroyo Grande. They will visit
local wineries, eateries, Pismo Beach Premium Outlets, Pismo Beach, and/or Lopez Lake.
Marketing Materials & Promotion Strategy
We plan to reach new customers by utilizing current social media accounts, e-mail marketing to
reach previous Arroyo Grande guests with a broadcast schedule during off-peak periods, social
deals on Living Social or Groupon to attract new visitors, Google Ad Words targeted to people
in Northern and Southern California, press release, trade show, and event marketing.
Targeting Customers in Each of the 5 Travel Buying Cycles
The promotion strategy will "tum heads into beds" through social media and online offers.
Stage 1: Dream
• The dream stage begins with segmented e-mail broadcasts that reaches out to past guests and
travel agents during the off-peak season to plant the "Escape to Arroyo Grande" seed in their
minds.
• Post pictures of different activities and happenings in Arroyo Grande on social media-include
popular travel and activity hashtags-and encourage past visitors to share pictures and
memories of Arroyo Grande.
• Blog and Pin about "Things to do in Arroyo Grande" that include free activities, dining
experience, and pictures to attract families on a budget as well as couples and groups.
o 36 Hours in Arroyo Grande
o Top 10 Free Things to Do in Arroyo Grande
o 10 Things to Do with Kids in Arroyo Grande
o Weekend Getaways: Arroyo Grande Restaurant & Winery Guide
E-mail Broadcast to Encourage Visitors to Return
Page 24
Item 8.e. - Page 26
Judith. Enjoy 20% Off Your. Nexl Sloy in Arroyo Grande
Stage 2: Plan
• RG Pacific will use SEO white hat techniques to optimize the website to place higher on search
engines for keywords related to traveling to San Luis Obispo, Arroyo Grande, Pismo Beach,
Grover Beach, Wine Tasting and California Central Coast
• Optimize Arroyo Grande's listings on TripAdvisor, Travelzoo, and other travel websites by
managing the city's online reputation.
• Optimize website content such as the Directions page by adding banners on the website that tell
people that Arroyo Grande is driving distance from San Francisco (within 250 miles) and Los
Angeles (under 186 miles). As well as including other convenient methods of transportation to
and from their location.
Stage 3: Buy
Booking accommodations in Arroyo Grande should be a seamless process for travel consumers,
and have competitive pricing to increase the consumer's likeliness of booking one of the ten
listed hotels and rentals available through www.visitarroyogrande.org (see Web Enhancements).
Additionally, online offers should be available for travelers looking for a deal during their
research and booking phase.
Page 25
Item 8.e. - Page 27
Social Deals
DINNER FOR 2 OR 4
COMFORT MARKET
Raise a gloss ol a chic 'Nine bar and enjoy
a nice dinner. You'll wont to savor every bile!
Stage 4: Experience
WINE TOURAND TASTINGS
Vlf'JY 1-.RD TOUR IN ARROYO GRA.NDE
P..noyo Gronde wine counlry. wt1ere
vvorm hills meet coot coastlines. offers
more than award-'Ninning wines-
it also provides the periecl 'Heather for
savoring them.
• Ensure that people who use online deals (from online marketing efforts) and stay in Arroyo
Grande have a pleasurable experience.
• Remind people to check in on location-based social networks.
• Work directly with concierge services at Arroyo Grande hotels to provide deals for travelers,
FAM tour travel agents, and travel bloggers.
Stage 5: Share
According to the Google Travel Team:
• 53% of leisure travelers say they share pictures of their vacations online
• 49% of leisure travelers enjoy reading about others' online experiences, reviews, opinions and
general travel information
Travelers aged 25-34 will be the most mobile-heavy users, so they should be reminded that they
can leave reviews on TripAdvisor once they checkout.
Page 26
Item 8.e. - Page 28
FAMTours
The website does not currently have a page indexed for
travel agents to request a tour. RG Pacific would create
a Familiarization Tour page with content for F AM Tour
Requests. This page will offer travel agents and
incentive to come visit Arroyo Grande with a voucher
for $1 00 that they can use towards their
accommodations or activities within the city; such as
golf or wine tastings. Once their information is received
we can mail them a packet with general information
about the · and brochures.
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Top••~-~.-1 --.-.o~n•_ ..... .,.--.,...,..,..._
il c----c., ~·~~o,.. .... ,~-.----r----.
Similarly, RG Pacific will identify reputable travel/food/lifestyle bloggers as well as social
media influencers in San Francisco and Los Angeles to write about their experience in Arroyo
Grande.
RG Pacific has worked with bloggers such as Nicole Isaacs on her website and can reach out to
her and offer incentives for her to visit and share her experience on her website and social media
accounts that have over 95K followers.
Trade Shows to attend
• Sign up for the Travel & Adventure Show in Los Angeles, which will be held February 27-28, 2016
at the Long Beach Convention Center-just a few minutes away from the RG Pacific offices.
• Attend the 2015 California Travel Summit June 17-19, 2015 in Monterey, CA
Page 27
Item 8.e. - Page 29
Special Events
The city currently hosts a few events such as the Annual Strawberry Festival; however, many of
the events posted on the website are events that take place in neighboring cities. The City of
Arroyo Grande can host events within the Hampton Inn & Suites that bring in travel agents for
an orientation and tour, microbrew weekend, and wine tasting weekend that will draw
participants and visitors to Arroyo Grande.
Online Marketing Strategy
Our company can provide the Los Angeles perspective to new visitors that will attract more
tourists to the City of Arroyo Grande through SEO, SMO, PPC, E-mail marketing.
Search Engine Optimization (SEO) Strategy
The website is missing full SEQ integration on all of the website pages, and as a result it is not
ranking for terms that can drive traffic to the website. Through keyword research, and SEQ tools
we can incorporate a strategy that will effectively improve keyword page rank. Each month, RG
Pacific will prepare an SEQ report that indicates how the keywords are performing, how much
traffic those terms brought to the website, and perform platform updates as necessary.
Paid Online Advertising Strategy
• Set up a new campaign using terms that will increase traffic, and conversions that will be
tracked using a code that will be implemented on the website as well as phone call tracking.
• Implement copy that mentions a benefit for new and returning visitors as well as a call to action.
• Monitor campaign for click-through-rate (CTR) and clicks in order to implement the best terms
and increase conversions while maintaining a low cost-per-click (CPC).
• Add negative terms that will reduce unwanted clicks and spending.
• Create special promotional codes to track reservations made through PPC visitors.
• Monthly campaign reports
Social Media Optimization (SMO) Strategy
• Increase followers through giveaways and special promotions
• Set up a PPC advertising campaign on Facebook and Twitter
• Schedule marketing broadcasts for lnstagram, Twitter, and Facebook
• Optimize Pinterest account to create escapes and travel ideas for potential visitors
• Add Arroyo Grande listings to AirBnB to increase reservations
Conversion Strategy & Metrics
Promo Codes/Vouchers We will work with the AGTBID to create unique promo codes and
vouchers for hotel deals during off-peak periods that we can use measure return on investment
(ROI). For example: X amount of Promo Codes were used and X amount of visitors used a
voucher towards future booking
Google Analytics & Webmaster Tools RG Pacific will use to "turn heads into beds" by analyzing
data received by incoming traffic to the website. We will send monthly reports to the AGTBID
that demonstrate show these metrics and how the marketing efforts have affected website traffic.
• Bounce rates
• Organic search
Page 28
Item 8.e. - Page 30
• Session duration
• Returning/New visitors
Webmaster tools will show us what pages are indexed, and if there are any site errors in the
sitemap that may be affecting marketing efforts.
SEO Page Rank We use a software that measures and tracks keyword page rank. Our monthly
reports include current page rank and benchmarks to measure results, as well as reports on pages
that have been optimized to increase page visits. Traffic to individual pages can be measured in
conjunction with the Analytics report.
Paid Advertising Reports Each month we will provide a report such as the one attached that
includes a campaign overview, ad group and keyword performance, cost-per-conversion,
conversions made through PPC.
• Conversions will be measured by phone calls made that last x amount of minutes, which are
tracked by Google (xis given to us by the AGTBID)
• A unique conversion code will be added to the Visit Arroyo Grande website that tracks the
amount of form submissions made through PPC.
As shown in the report, our client's ROI has increased in the past six months and is now
receiving $10 for every dollar spent.
Online Reviews An increase in visitors will translate into more online reviews on websites like
TripAdvisor. These will be tracked throughout the year.
Form Submissions We will create unique forms for giveaways as well as a new contact form and
track submissions.
Newsletter Sign-Ups Once the website is enhanced with a quick sign up tool, we can measure the
amount of people that opted to receive e-mail alerts.
Email Broadcasting Reports Using Arroyo Grande's e-mail service, we can track open rates and
clicks.
Website
Enhancements
• The user website experience needs to keep visitors on the Arroyo Grande website instead of
letting them leave to book elsewhere-this will decrease the bounce rate. Improving the way
visitors navigate through the website has to simplify the booking process, and we can achieve
this through an affiliate program or iFrame tool.
• We will incorporate Google Analytics and Webmaster tools if they have not yet been added that
Arroyo Grande staff can manage.
• Add more SEC friendly pages and landing pages that 11 turn heads into beds.11
Affiliate Program
Reap the benefits of an online booking tool by using travel affiliate program that allows the
City of Arroyo Grande to start monetizing website traffic. This will guarantee that customers
stay on the website longer and receive commission for sending traffic to their website. Our web
development team can implement API tools that will work with your current website and
booking tool as we have done with past and current clients; such as: Cuba Travel Services and
USHotelSite.com.
Page 29
Item 8.e. - Page 31
iFrame
Website is embedded inside the current Visit
DINE PLAY
Best Western CasaGrande Inn
• .
ihe Best West~m Ca..sa Grande is on a corner
wh:re tr.r-ee city borders meet. You are actuiilty
standing in .:..rro;"' Gr3r.de, but a!ross the stre~t
to yc"\Jr taft is Grov~r 3eaci'. and straight ahead
is Pismo Beach. n doe-sn't get more ~nvenient
:han that.
ih~s is a g~at family t"1otat \Viti". a Western ftair.
iwo-room famHy s.uites are available and you'tl
finC 3: large pool with a spa and sauna, gu~st
laundry faci1lties, beautiful grounds and picnk
areas. The t.otal is convcnicr.:t~· loc:a:ed within
Yial~.ing distanc~ to n:st:~urants and sh~pping
and only a few sr.ort minutes to the beach.
Best Western Casa Grande Inn
:M: '1"0;':.:;>\:.»N!\: EO:&:. Cli..U.:
sro~~SI-7i9S
Page 30
SIP EVENTS DIRECTIONS
-~ .··
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Best VVestcrn Casa. Grande
Hampton !!on S Suites Arroyo
Grande/Pismo Beach Area
?rernier inn
Aloha inn
J\rroyo Village Inn
Beachway Inn
House of Another Tyme
.!lwroyo Grande Mote!
Gr~eb Farn1house !nn 3ed .:1r:d
Breakfast
·' ..
Check into Arroyo Grand!! an: check out of
th: fasi.lane. Rela:\~ti~n is tr.~ nam~ of the
game her:. So is r.:juvrn.a.tlon. And don't
forget a~ut romanc~. Fact is, when it comes
tc choosing a ptac: to rlay, w~ tave it alt.
Cozy inn.5,luxury hot;:ls, fam~ly-and budget-
friendly todging with aU :he cc-nvenien-::e of
home.
Speaking of con>~rnience, our lodging
locations make it eas~· to grt around..
Situated just minutes from the beach, !..ope:
lake, Wine tasting, and be;;,utiful back roads,
yc.u'll f,nd pl:nty to s.e: and do just outside
~ur door. Add our perf:d climate and
fri:nnly tocals-A.rroyo Grande will
definitely pu: y-:1.1 on th~? ri-;h: tra~.:~. ~·:.the
perfe-ct vac:.tkn.
/
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I
Item 8.e. - Page 32
Call to Action
Newsletter Subscription When People Enter the Website
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• In addition to adding the pop-up, we will include an e-mail subscription form that gets visitors'
full name, phone number, and e-mail address.
• The newsletter sign-ups will be automatically added to the Arroyo Grande e-mail marketing
services.
Social Media Integration
Social Media Feeds (Facebook/Instagrarn/Twitter) will be added to the home page to replace the
section where the video challenge appears.
Social Sharing plugin will be added with analytics tools to grow web and mobile traffic through
share tools
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Item 8.e. - Page 33
Blog
The blog will be added and used to promote community events, posts and topics that tum heads
into beds, and for SEO purposes.
• Categories/Topics that are relevant to potential visitors
0 Festivals
0 Farmers Market
0 Wine & Dine
0 Special Offers
0 Shopping
0 News
0 Tours
o Entertainment
• Blogs can be easily created and updated by administrator staff.
Security
The website is easy to hack without proper maintenance; therefore, RG Pacific will implement
updates necessary to secure the website from hackers.
• Add in firewall
• Add in CAPTCHA code to prevent spam and malware
• Site encryption to secure online information that is stored and captured
Timeline
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Item 8.e. - Page 34
Budget
Services Breakdown
3rd Party Online Advertising
Google AdWords:
E-Mail Marketing with Vertical Response:
Facebook Advertising:
Twitter Advertising:
Total estimated monthly Advertising expenses:
Estimated Advertising costs for year:
$1 ,500/mo ($50 a day)
$25.50/mo
$150/mo
$150/mo
$1,825.50 per month
$21,906
Search Engine Marketing & Search Engine Optimization (Google Ranking)
Approx. 80 hours per month of work (20 a week): $2500/mo
Estimated Advertising costs for year: $30,000
Social Media & Email Marketing
Approx. 60 hours per month of work (15 a week):
Estimated Advertising costs for year:
Website Updates
Website booking tool manager:
Social Media Sharing:
Email Newsletter opt in tool:
Website Aesthetic updates and redesign:
Website Security Updates and tools:
Total estimated cost of Website updates:
Website Maintenance and Content Updating
Site Maintenance and Updates
Estimated Advertising costs for year:
Graphic Design
Includes:
Online Flyers
Online Banners
Online Brochures
Website Artwork
Email Newsletter Designs
Estimated Graphic Design costs for year:
Total estimated expense budget for year:
RG Pacific credits
$1,500/mo
$18,000
$5000
$750
$750
$3500
$1500
$11,500
$5,000
$1000/mo
$12,000
$98,906
-$3,906
Total Estimated expense budget for calendar year $95,000
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Item 8.e. - Page 35
Executive Summary
The RG Pacific team has the experience necessary to complete, meet, and exceed the proposed
tasks and goals mentioned in the Arroyo Grande RFP. All tasks and strategies will be executed
in-house, and as our proposal states, the budgeted hours are broken down weekly and monthly.
Hours are approximate as the cost is based on estimated completion times for tasks; however,
hours may fluctuate but will not exceed the yearly $95,000 budget given. In addition to the
tentative timeline, we will communicate with AGTBID on a bi-weekly and monthly basis to
review budget and the campaign status reports, as well as measure improvement and plan the
next month accordingly.
Our marketing efforts aim at increasing hotel occupancy and average daily rates through creative
tactics and marketing broadcasts, while maintaining low advertising costs. The marketing efforts
will be overseen at the Los Angeles RG Pacific office by Ray G., Asucena H., Dorian K., Rene
S., and Patricia D., to send a consistent message online, in emails, F AM tours, and events.
Ray and Asucena-Crisis Management team-will provide an effective response in case there is
ever a disruption, technical issue, or emergency. The team will relay information to the
appropriate board member to identify the issue, appoint a spokesperson, contain and fix the
problems or issues, and immediately execute an effective solution. The RG Pacific crisis
management team has dealt with high profile organizations that have required immediate action
with issues from a web and public relations standpoint. Earlier in 2015, an RG Pacific client was
hacked by the ISIS terror group, and posted a terrorist message on their website
(http :I I abc 7. com/techno 1 ogy /west-hollywood -store-website-hacked-by -group-claiming-to-be-
isis/550165/). Ray worked with its web programmer Abhi during office off-hours to remove the
threat from appearing, secured the website, and worked with FBI agents to prevent further
attacks. This event resulted in increased traffic to the website and tons of media attention;
however, RG Pacific provided a solution and used this event to boost sales for the client through
strategic marketing tactics online.
Additionally, the web developing and design team will work with Ray G. to improve, update and
maintain the Arroyo Grande website so that it corresponds with marketing efforts made
throughout the year to best execute the plan of action.
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Item 8.e. - Page 36
EXHIBIT C
PAYMENT TERMS
Consultant shall be paid for actual work performed and shall complete the tasks set
forth in Exhibit A RFP for a total amount not to exceed Ninety Five Thousand Dollars
($95,000.00).
Material costs, including media, licensing fees, music fees, talent fees, production
charges and handling charges where applicable, are not included in the hourly fees and
may be subject to a surcharge. City may be subject to deposits on certain material
costs or fees subject to vendor policies. City may be subject to deposits on certain
material costs or fees subject to vendor policies. Consultant will serve as a
commissionable agent on behalf of the City, with vendors used for the City's services,
where commissions may be applicable.
Consultant will invoice City no more than monthly. Invoices shall be sent to the
Chamber of Commerce Executive Director. Each invoice will reference job orders,
components, specific services, media costs, production costs, fees and material
expense and sales tax where applicable. City shall mail payment to Consultant for the
net amount of uncontested invoices no later than thirty (30) days after receipt of each
invoice by the City. Any past due balances under this Agreement shall bear interest at
the rate of 1.5 percent per month (18.0 annual percentage rate) on unpaid balances.
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Item 8.e. - Page 37
EXHIBIT D
INSURANCE REQUIREMENTS
Prior to the beginning of and throughout the duration of the Work, Consultant will
maintain insurance in conformance with the requirements set forth below. Consultant
will use existing coverage to comply with these requirements. If that existing coverage
does not meet the requirements set forth here, Consultant agrees to' amend,
supplement or endorse the existing coverage to do so. Consultant acknowledges that
the insurance coverage and policy limits set forth in this section constitute the minimum
amount of coverage required. Any insurance proceeds available to City in excess of the
limits and coverage required in this agreement and which is applicable to a given loss,
will be available to City.
Consultant shall provide the following types and amounts of insurance:
Commercial General Liability Insurance using Insurance Services Office "Commercial
General Liability" policy from CG 00 01 or the exact equivalent. Defense costs must be
paid in addition to limits. There shall be no cross liability exclusion for claims or suits by
one insured against another. Limits are subject to review but in no event less than
$1,000,000 per occurrence.
Business Auto Coverage on ISO Business Auto Coverage from CA 00 01 including
symbol 1 (Any Auto) or the exact equivalent. Limits are subject to review, but in no
event to be less than $1,000,000 per accident. If Consultant owns no vehicles, this
requirement may be satisfied by a non-owned auto endorsement to the general liability
policy described above. If Consultant or Consultant's employees will use personal autos
in any way on this project, Consultant shall provide evidence of personal auto liability
coverage for each such person.
Workers Compensation on a state-approved policy form providing statutory benefits as
required by law with employer's liability limits no less than $1,000,000 per accident or
disease.
Professional Liability or Errors and Omissions Insurance as appropriate shall be written
on a policy form coverage specifically designated to protect against acts, errors or
omissions of the Consultant and "Covered Professional Services" as designated in the
policy must specifically include work performed under this agreement. The policy limit
shall be no less than $1,000,000 per claim and in the aggregate. The policy must "pay
on behalf of' the insured and must include a provision establishing the insurer's duty to
defend. The policy retroactive date shall be on or before the effective date of this
agreement.
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Item 8.e. - Page 38
Insurance procured pursuant to these requirements shall be written by insurer that are
admitted carriers in the state California and with an A.M. Bests rating of A-or better and
a minimum financial size VII.
General conditions pertaining to prov1s1on of insurance coverage by Consultant.
Consultant and City agree to the following with respect to insurance provided by
Consultant:
1. Consultant agrees to have its insurer endorse the third party general
liability coverage required herein to include as additional insureds City, its officials
employees and agents, using standard ISO endorsement No. CG 2010 with an edition
prior to 1992. Consultant also agrees to require all Consultants, and subcontractors to
do likewise.
2. No liability insurance coverage provided to comply with this Agreement
shall prohibit Consultant, or Consultant's employees, or agents, from waiving the right of
subrogation prior to a loss. Consultant agrees to waive subrogation rights against City
regardless of the applicability of any insurance proceeds, and to require all Consultants
and subcontractors to do likewise.
3. All insurance coverage and limits provided by Consultant and available or
applicable to this agreement are intended to apply to the full extent of the policies.
Nothing contained in this Agreement or any other agreement relating to the City or its
operations limits the application of such insurance coverage.
4. None of the coverages required herein will be in compliance with these
requirements if they include any limiting endorsement of any kind that has not been first
submitted to City and approved of in writing.
5. No liability policy shall contain any provision or definition that would serve
to eliminate so-called "third party action over" claims, including any exclusion for bodily
injury to an employee of the insured or of any Consultant or subcontractor.
6. All coverage types and limits required are subject to approval, modification
and additional requirements by the City, as the need arises. Consultant shall not make
any reductions in scope of coverage (e.g. elimination of contractual liability or reduction
of discovery period) that may affect City's protection without City's prior written consent.
7. Proof of compliance with these insurance requirements, consisting of
certificates of insurance evidencing all of the coverages required and an additional
insured endorsement to Consultant's general liability policy, shall be delivered to City at
or prior to the execution of this Agreement. In the event such proof of any insurance is
not delivered as required, or in the event such insurance is canceled at any time and no
replacement coverage is provided, City has the right, but not the duty, to obtain any
insurance it deems necessary to protect its interests under this or any other agreement
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Item 8.e. - Page 39
and to pay the premium. Any premium so paid by City shall be charged to and promptly
paid by Consultant or deducted from sums due Consultant, at City option.
8. Certificate(s) are to reflect that the insurer will provide 30 days notice to
City of any cancellation of coverage. Consultant agrees to require its insurer to modify
such certificates to delete any exculpatory wording stating that failure of the insurer to
mail written notice of cancellation imposes no obligation, or that any party will
"endeavor" (as opposed to being required) to comply with the requirements of the
certificate.
9. It is acknowledged by the parties of this agreement that all insurance
coverage required to be provided by Consultant or any subcontractor, is intended to
apply first and on a primary, noncontributing basis in relation to any other insurance or
self insurance available to City.
10. Consultant agrees to ensure that subcontractors, and any other party
involved with the project who is brought onto or involved in the project by Consultant,
provide the same minimum insurance coverage required of Consultant. Consultant
agrees to monitor and review all such coverage and assumes all responsibility for
ensuring that such coverage is provided in conformity with the requirements of this
section. Consultant agrees that upon request, all agreements with subcontraCtors and
others engaged in the project will be submitted to City for review.
11. Consultant agrees not to self-insure or to use any self-insured retentions
or deductibles on any portion of the insurance required herein and further agrees that it
will not allow any Consultant, subcontractor, Architect, Engineer or other entity or
person in any way involved in the performance of work on the project contemplated by
this agreement to self-insure its obligations to City. If Consultant's existing coverage
includes a deductible or self-insured retention, the deductible or self-insured retention
must be declared to the City. At the time the City shall review options with the
Consultant, which may include reduction or elimination of the deductible or self-insured
retention, substitution of other coverage, or other solutions.
12. The City reserves the right at any time during the term of the contract to
change the amounts and types of insurance required by giving the Consultant ninety
(90) days advance written notice of such change. If such change results in substantial
additional cost to the Consultant, the City will negotiate additional compensation
proportional to the increase benefit to City.
13. For purposes of applying insurance coverage only, this Agreement will be
deemed to have been executed immediately upon any party hereto taking any steps
that can be deemed to be in furtherance of or towards performance of this Agreement.
14. Consultant acknowledges and agrees that any actual or alleged failure on
the part of City to inform Consultant of non-compliance with any insurance requirements
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Item 8.e. - Page 40
in no way imposes any additional obligations on City nor does it waive any rights
hereunder in this or any other regard.
15. Consultant will renew the required coverage annually as long as City, or
its employees or agents face an exposure from operations of any type pursuant to this
agreement. This obligation applies whether or not the agreement is canceled or
terminated for any reason. Termination of this obligation is not effective until City
executes a written statement to that effect.
16. Consultant shall provide proof that policies of insurance required herein
expiring during the term of this Agreement have been renewed or replaced with other
policies providing at least the same coverage. Proof that such coverage has been
ordered shall be submitted prior to expiration. A coverage binder or letter from
Consultant's insurance agent to this effect is acceptable. A certificate of insurance
and/or additional insured endorsement as required in these specifications applicable to
the renewing or new coverage must be provided to City within five days of the expiration
of the coverages.
17. The provisions of any workers' compensation or similar act will not limit
the obligations of Consultant under this agreement. Consultant expressly agrees not to
use any statutory immunity defenses under such laws with respect to City, its
employees, officials and agents.
18. Requirements of specific coverage features or limits contained in this
section are not intended as limitations on coverage, limits or other requirements nor as
a waiver of any coverage normally provided by any given policy. Specific reference to a
given coverage feature is for purposes of clarification only as it pertains to a given issue,
and is not intended by any party or insured to be limiting or all-inclusive.
19. These insurance requirements are intended to be separate and distinct
from any other provision in this agreement and are intended by the parties here to be
interpreted as such.
20. The requirements in this Section supersede all other sections and
provisions of this Agreement to the extent that any other section or provision conflicts
with or impairs the provisions of this Section.
21. Consultant agrees to be responsible for ensuring that no contract used by
any party involved in any way with the project reserves the right to charge City or
Consultant for the cost of additional insurance coverage required by this agreement.
Any such provisions are to be deleted with reference to City. It is not the intent of City to
reimburse any third party for the cost of complying with these requirements. There shall
be no recourse against City for payment of premiums or other amounts with respect
thereto.
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Item 8.e. - Page 41
22. Consultant agrees to provide immediate notice to City of any claim or loss
against Consultant arising out of the work performed under this agreement. City
assumes no obligation or liability by such notice, but has the right (but not the duty) to
monitor the handling of any such claim or claims if they are likely to involve City.
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Item 8.e. - Page 42