v isit t aos marketing rfp

Visit Taos Marketing RFPSubmission by: IdeapeddlerRFP # 19-20-08

June 30, 2020

CONFIDENTIALPhoto Credit: Talweg Creative

Letter of Transmittal Form

Introduction

Company Profile

Methodology and Approach

Experience and References

Assigned Personnel

Price Consideration

Exhibits

Offeror�s Information Form

Campaign Contribution Form

Conflict of Interest and Debarment/Suspension Certification Form

Statement of Confidentiality

Table of Contents 2

Letter of Transmittal Form

CONFIDENTIAL

Now, more than ever, adventurous Americans need a spiritual, soulful, and

relaxing vacation.

They are in search of insights into the future that come from observing the rich

histories of the past. They want to be engulfed by natural beauty to drown out

the noise of life�s increasingly inescapable echo chamber.

They want crisp mountain air, sunlight-dappled days, and awe-inspiring sunsets.

Incredible food, renowned museums, local art, and plenty of shopping should be

accessible. Yet all the while, they probably just want to go with the flow, with no

real plans at all.

Since these aren�t normal times, it will require an innovative public relations and

marketing campaign with sophisticated targeting to deliver powerful results.

The Ideapeddler team is well versed in all things New Mexico and Taos and has

the right expertise to deliver compelling stories that make people engage, share,

and most importantly, visit.

There�s no question: Taos is a premier travel destination.

It just needs the right firm to ignite awareness.

Introduction 4

CONFIDENTIAL

company profile

What Sets Us Apart?

WWe know how to drive growth and can prove it.

Our campaign with City of Palm Desert delivered 20x ROI and we created a 108%

lift in visit intent for the New Mexico Tourism Department.

We are a media-led agency who create breakthrough campaigns�whether paid,

earned, or shared. We have years of experience managing multimillion-dollar media

budgets for travel and hospitality brands and can tap into our expertise, networks,

and data to ensure you get the best of the big-agency process with boutique-

agency nimbleness and service.

Having worked with Taos Ski Valley and the New Mexico Tourism Department for

years, we understand the adventurous audience you�re looking to reach. We have

deep-dive research and proprietary targeting techniques that make connecting with

this elusive audience more science than art.

6

Only Ideapeddler has the unique

understanding of New Mexico

tourism marketing, from the state

level down to neighboring Taos Ski

Valley, and knows the nuances of

Taos�s unique place in all of it.

Company Profile

CONFIDENTIAL

We�re an Agency, Built Better

WWe start with the consumer.

We use data and human understanding to get to the

hearts and minds of your visitors. We use research to

illuminate the way and to surprise and delight

guests.

We bring everyone on board.

Adding teams to an evolving campaign requires a

nuanced approach. We are skilled marketing leaders

who thoughtfully listen to department heads to

ensure that macro messaging meets individual

tactical needs.

We treat your brand like it�s our own.

We never half-step. We do things the right way or

not at all. We invest your dollars like they�re our

own, because we know that government funding

means that we�re accountable to every taxpayer. We

only put you in the best light, with the best

placements, so all of our work is something we�re

proud to showcase as having produced.

We drive growth.

We measure everything and make meaningful, real-

time optimizations along the way to ensure your

dollars go further. We put heads in beds. We are

focused on the real problems destinations face: not

just branding, but moving the needle in visitor

spending, overnight stays, and hotel occupancy.

7

Whatever the project, we make sure our work stands out. We live for making ideas come alive, and our team has been doing it for decades. We do it

all�and we do it better.

Company Profile // Our Philosophy

CONFIDENTIAL

The Ideapeddler Process

Stakeholderinsight interviews

Target(s)evaluation

Review pastsuccess metricsand existingresearch

Understandcurrent goals

Audit social mediachannels andTaos.org

Propose ways toimprove andoptimize

Set clear campaignmetrics

Create list of topopportunities

Ideation initial story andcreative

concepts

Craft tacticalwish list,includingsocial media

approach

Strategicrecommendationsfor budgeting,

timing, targeting,go-to-marketstrategy, media mix,and KPIs based onthe campaign goals

Secure newcampaigncreative assets

Execute mediaand supporttactics

SPARK ALIGN EXECUTEMANAGE &

REPORTSTEWARDAUDIT IMMERSE

Createdashboards forsocial, earned,

and paid mediaon a monthlybasis

Optimize mediaplan as

necessary todrive growth andefficiency

Ensure whatwas purchasedand planned

was executedflawlessly anddelivered infull.

Secure make-

goods for anyunder-delivery.

8Company Profile // Our Process

CONFIDENTIAL

methodologyand approach

Travel is different now.

In a pre-COVID world

Audience sizing was based on mindsets

and personality type.

Geos would be targeted based on like-

minded locales and their residents.

Events created an anchor for Taos to be

�the hub� and the Enchanted Circle or

broader NM to be �the spoke.�

Sentiment and quantitative data could

be used to develop a road map for long-

term plans to "set and forget."

In a post-COVID world

Audience is based on far less linear sizing

and more about �who�s ready now.�

Proximity to destination matters more as

fewer people opt for air travel.

Space and outdoor accessibility wins over

density. Even beaches are reportedly seen

as �too crowded� by would-be travelers.

Data is out of date by the time it�s

published. Machine learning and

technology are the cornerstone of finding

potential travelers in real time.

Hands-on teams need to be adjusting to

ever-changing market conditions

10Methodology & Approach

CONFIDENTIAL

What the Data Says

11

Cities are seen as less risky than they were two months ago.

Mountains, lakes, and national parks seem safer right now.

I am now more likely to take a road trip than I was before the coronavirus.

Methodology & Approach

CONFIDENTIAL

What�s Never Changing

Tourism marketing is all about crafting a destination story that inspires and

excites peopleࡕ and then giving them compelling reasons to visit now.

Understanding and inspiring your audience across a variety of formats

Uniting the power of user-generated content, social, paid, and earned

media to amplify your message

Leveraging the smartest in new tech and targeting to find and convert

likely visitors

12Methodology & Approach

CONFIDENTIAL

What Will Always Matter to the Taos VisitorOur stories are anchored in four core tenets that resonate with the adventurer�s ideals. Inspiration lies at the intersection�it�s why they

travel and what creates meaning in their hectic work and lives.

Authenticity

HistoryMovement

Beauty

In an increasingly image-driven world,

beautiful imagery has to be at the core of all

creative. Arresting visual imagery will do the

hard work of grabbing attention.

Immersive stories root the reader in the

history of the town and create a sense of

longing to take part in them.

We�ll showcase a life well lived, a trip worth

taking. Whether it�s movement in hikes or

internal stirrings of deep inner peace at the spa,

our viewers will come away feeling moved.

Our target cares about what�s real,

meaningful, and true. Weaving in Taos�s rich

culture with natural un-staged imagery is what

conveys the way you�ll feel when you�re here.

13

Point of

inspiration


CONFIDENTIAL

How We�ll Bring It All Together for Taos

The goal: Merge informational and entertainment social content by creating scalable programs that can be

leveraged across paid, earned, social, and owned channels.

Approach: People inspire people. According to Google research, nearly 10% of trips are taken because of

hearing about the location from a friend or acquaintance.

How we�ll do it: Living mannequins.

The same way mannequins in the window pull you into shops to try on an inspiring outfit, our real-life

mannequins use social as their window to pull people into their lives.

By partnering with truly inspirational and talented people (rather than social media stars who are famous for

being famous), we�ll create content that deeply resonates with their loyal and dedicated followers and gets

shared widely for its authenticity and inspiration.

Then, using the Paid-Earned-Social-Owned (PESO) Media model, we�ll promote, amplify, and package for

earned media all of the content they�re creating on our behalf to create the feeling for consumers of �I�m

hearing about Taos everywhere these days.�

The content will be both escapist and inspiring, including everyday glimpses into their time in Taos, as well as

informative and reassuring: this place is safe, this place is open, this place is where I want to be this summer

and fall.

14

We estimate these programs will deliver between

10�30x ROI


CONFIDENTIAL

Media 2.0: Your PR & paid media truly working harder together

15

Ideapeddler takes a strategic and thoughtful approach to the Paid, Earned, Shared, Owned (PESO) media framework.

Constantly acquire and repackage authenticuser-generated content from real adventuroustravelers that matches our tone and look.

Match the content format to eachchannel�s strengths (e.g. video toInstagram, real-time to Twitter).

Keep in mind that while earned media canconvert 5x better than paid, user-generatedvideo content within paid ad formatsperforms better than traditional ads.

Use both social and paid to amplify earnedmedia.

CONFIDENTIAL

Methodology & Approach // The PESO Model

Concept 1: Artists� Escape

We�ve already identified a curated list of culturally

relevant artists in key target markets. Their lives

and stories are as interesting as their art.

We�ll invite them to spend a month in Taos to live

and work.

During that time, they�ll document their work, life,

and art via social.

During and post-stay, we�ll be packaging and

amplifying their content in targeted paid social

posts as well as mat releases for press.

16

BRAND PILLARArts and Culture

KEY TAOS FEATUREHighlight Taos�s

natural beauty andinspirationallandscapes

INFORMATIONALWhat�s open?

ENTERTAINMENTWhat is there to do?

LIFESPANRepurpose for

6+ months

TIMINGMonthly, Aug�Oct

PAID MEDIAPromote via social,

repurpose intotargeted :15s

EARNED MEDIAMat releases to

lifestyle, regional,and arts pubs

TARGET MARKETSDenver, Austin,Dallas, Houston,

Santa Fe, LA

Methodology & Approach // Concepts

CONFIDENTIAL

In a time when you can live and work anywhere, why not do it

in a beautiful and inspiring place like Taos?

Concept 2: Real-Time Micro-Influencers

The best content on Instagram typically comes from

Instagram users with 5k+ followers whose content

hits engagement rates in the 6�15% range. But

these micro-influencers can be hard to find.

Leveraging new technology, we�ll be able to scan for

location-tagged posts that meet our criteria of

micro-influencer reach and solid engagement.

In real time, we�ll secure permission and repackage

assets to promote Taos.

This will create an evergreen pipeline of content to

keep Taos� social feeds looking fresh and on-brand.

17

BRAND PILLARCovers variety ofpassion points:arts, culture,outdoors, etc.

CONTENT

High-frequency,low touch content

creation

TIMINGEvergreen content

and year-rounddeployment

ENTERTAINMENTWhat is there to do

OWNED MEDIALeverage on Taossocial channels

PAID MEDIAPromote the best

content via Insta orPinterest

INFORMATIONALWhat�s open, is it

safe?

TARGET MARKETSBroader reach tocreate a national

footprint

KEY TAOS FEATURESeasonallyappropriate

activities and pointsof interest


CONFIDENTIAL

Because we can�t effectively replicate the volume of FAM trips in COVID

times, we�ll let technology find influencers who are already in Taos.

Invite an established/award-winning chef from a

core target market (e.g. Houston, Dallas,

Denver) for a long-weekend inspiration trip to

Taos.

Create a collaboration with a local chef (like

Andrea Meyer) to take an item from the visiting

chef�s menu and reimagine it with local Taos

ingredients.

Document their journey, from sourcing at the

farmers� market to consumers tasting in the

restaurant.

Concept 3: Chef Meets Chef

18

BRAND PILLARFoodies

KEY TAOS FEATURE

Taos�s food sceneand local sourcing

TIMINGEvergreen content

and year-rounddeployment

ENTERTAINMENTWhat is there to do

OWNED MEDIALeverage on Taossocial channels

PAID MEDIA:15s video cut-down

on YT + Insta

INFORMATIONALWhat�s open, is it

safe?

EARNED MEDIAElevate Taos�s

profile in food andlifestyle

publications.

TARGET MARKETSHouston, Dallas,

Denver + nationalEarned PR

CONTENT

Source ofcaptivating videoand still assets.


CONFIDENTIAL

Highlight Taos�s amazing culinary scene and promote the safety of

eating and dining in Taos.

Potential Talent Pool

Monica Pope is a James Beard�nominated

chef for the restaurants Sparrow and T�afia

in Houston. Dubbed the �Alice Waters of

the third coast,� Monica was also named a

Top Ten Chef in the U.S. by Food & Wine

magazine due to her food philosophy: �eat

where your food lives.�

19

Sara VanDerBeek is a painter from

Austin who is also an Artist in Residence

at Facebook, the cofounder of the

community gallery Dorf, and an advisor

to many museums including the McNay

in San Antonio. She would be joined by

her husband, Eric Manche, who is a

filmmaker. They would be delighted

with the opportunity to provide video,

photography, and other content to help

benefit Taos tourism.

Jared Dunten is an artist and painter who

has been paralyzed since a diving accident

in the Chisos Mountains in 2000. Unable to

move from the neck down, he has been

painting with his mouth since 2002.

Dunten studied with world-renowned

master painter Edward Povey.

Chef Matt Reinhart is the owner of the

award-winning Pollo Las Abuelas food

truck in Austin, which is a valentine to

his family�s Mexican heritage. Bilingual

and closely connected with hundreds of

growers, farmers, and foragers in the

south, he was also the executive chef at

Snap Kitchen for years, helping them

win numerous awards in food

innovation.

Chef Monica PopeChef Matt Reinhart Jared Dunten Sara VanDerBeek


CONFIDENTIAL

Paid Media: Targeting Is Key

By right-sizing our audiences and knowing

when to target whom with what, we�ll make

your dollars go further and work harder.

We�ll use a three-pronged approach to reach

the right audience: prospect, renew, and

convert.

Using fresh data, machine-learning, and real-

time optimizations, along with expert human-

touch, we�ll zero in on these three audience

pools.

Prospeect: Target niche audiences of those interested

in what Taos has to offer, coupled with hyper-

targeted zip-code-level data to ensure a properly

sized audience who has the discretionary income to

travel.

Renew: Reach, inspire, and convert lookalikes of

those who have traveled to Taos in the past.

Convert: Steal travel share from Colorado and Santa

Fe and aggressively target those who are in-market

�shoppers,� actively researching travel options for

summer and fall getaways.

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Pros

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Ren

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Prospect50%

Renew20%

Methodology & Approach // Paid Media

No DMO can effectively make a meaningful media impact in large markets like Dallas, Austin, and Denver with <$200K in media spend. Instead, we need to focus on

narrowing our reach to the most likely Taos visitor by finding unique avenues to digital targeting.

CONFIDENTIAL

Paid Media: Reaching the Consumer Throughout the Decision Journey


CONFIDENTIAL

With refined audiences, we�ll be able to more effectively take consumers from inspiration to action across our media campaigns. Since there is no single path to

purchase, today�s travel brands should think holistically about all potential interactions with a traveler. After all, there are opportunities to re-engage someone

even after they�ve completed a booking. A data-driven approach can help a brand find those opportunities and appear at the right moments of influence.

I N S P I R E W I T H V I D E OThe latest research is showing that the old

world of distinct travel phases are a thing of

the past, and people are moving into an

�always on� planning and inspiration mode.

P L A N W I T H N A T I V E A D S

C O N V E R T W I T H D I S P L A Y

PHASE 2: Optimize PHASE 3: Scale Up

Largerbudgets tothe mostefficient

placements

Addadditionaltargeting

strategies asnecessary

Multiplepartners

Hyper-targeting

Smallbudgets

Multivariatetesting

Fully scaledand fast-flowing

conversions

PHASE 1: Fast-twitch test

Paid Media: Adaptable Planning

Using advanced behavioral targeting, we identify the most efficient audiences and continually optimize to take conversions from a trickle to a firehose. We�ll cast a widenet at low levels to see what gains traction. Professional media-buying tools ensure your share-of-voice and reach are substantial enough to be seen. Through pixels,machine-learning, and advanced ad-serving technologies, we�ll have full visibility into the highest-performing partners, audiences, and placements in a real-time view,ideal for optimizing to top performers quickly and easily.


CONFIDENTIAL

Paid Media: Reporting and Measurement in Real Time

Regular reporting is always at your fingertips with a

customized digital dashboard to monitor campaign

delivery in real time. The dashboard is easily

customizable to include the data you care most about

and eliminate what you don�t want to see. It�s a key tool

that informs meaningful optimizations and uncovers

new campaign insights.

More than charts and dashboards, our sound analysis

and ability to decipher the signal from the noise is what

our clients love about working with us. Digging beyond

surface-level data ensures we�re finding the source of

performance changes, not just reporting that they

happened.

Our monthly reports include robust analysis that will tell

you what this data means for you�and the changes

that could make your campaign even more successful.

23

We work with best-in-class verification partners like MOAT and DoubleClick Campaign Manager to provide ad serving, bot and fraudulent-activity monitoring, and

viewability reporting to ensure that every digital dollar is spent on actual verified humans. We deliver proof of performance, launch status documents, and robust

reporting at regular intervals during campaigns.

These are the standard tools we use to determine objectives,

build plans, and track outcomes. Additional tools may be

employed to measure specific campaign outcomes.

MMedia Measurement Tools:

DoubleClick Campaign Manager

TapClicks

MOAT

Consumer spending data, such as VisaVue

Stakeholder Surveys

Perception Audit

Cision Media Database

Social Report (Social Media Tracking Software)

Reports:

Monthly Tracking Report

Monthly Media Reporting

Media Clipbooks

Annual Reports/Presentations, or as needed

Project Summary Report


CONFIDENTIAL

INCREASE FREQUENCY

BROADEN FOCUS

PREPARE FOR THE FUTURE

DEVELOP COMMUNITY

Grow our followers and reach by increasing posting frequency onInstagram from 3x per week to 6�7x

From heavy Facebook and Twitter to multiple channels, where reach canbe maximized

Develop voice on emerging platforms like TikTok and Snapchat, as theymay be poised to replace Facebook and twilight Instagram in <5 years

Managed Social: More, Better, Faster

24Methodology & Approach // Social

CONFIDENTIAL

More posts supporting Taos community

Engage with other accounts/influencers (30�60 minutes a day) to grow following

Create conversation with current followers to increase overall engagement

1 . Community-focused stories: a. Restaurants/food pics b. Entrepreneurs� stories c. Shops d. Artisans e. People of Taos f. Museums/art galleries

2. Info-tainment: a. Did you know (this day in Taos history) b. News and happenings (especially relevant right now)

3. History and Story: a. Spanish culture b. Native culture c. Stories and legends

4. Community-building content: a. Giveaways b. Contests

5. Tourism Quick Hits: a. Where to stay b. What to eat c. What to see and do

1 . Community-focused stories

2. Info-tainment

3. History and story

4. Community-building content

5. Tourism quick hits

SOCIAL MESSAGINGARCHITECTURE

experienceand references

Case Study: From Insights through Execution

BBackground:

Though everyone in Southern California has heard of Palm Desert, it doesn�t have the status of Palm

Springs. It�s seen as the quiet, boring sibling: not as much to do, not much to see, no story to tell.

Ideapeddler Solution:

We led the City of Palm Desert in the development of a new drive-market campaign, all the way from

insights through implementation. Prior to crafting the campaign, our strategy team conducted local

listening sessions with stakeholders including event directors, restaurateurs, hoteliers, and local retailers

to better understand the community�s self-perception. Then we conducted qualitative research in key

drive markets to better understand our prospective visitor�s mindset. These insights drove the

development of the 2020 campaign: Find Your Happy Pace. Deliverables included :30 and :15 videos,

website, billboards, social, print ads, digital web banners, airport videos, and an experiential footprint, as

well as visitor-center collateral.

Results:

20:1 ROI in bookings from exposed to unexposed, with a total last-click-attributable

revenue of $1.2M at an ADR of $222.19.

Display media delivered 62.5MM digital impressions and over 186K clicks

with an average CTR of 0.3%.

89% of unique visitors were net-new, indicating a stronger reach and engagement against

COPD's target audience.

26

CONFIDENTIAL

Experience

Case Study: Real Influencers, Real Results

In April 2018, Ideapeddler, in partnership with Talweg Creative, brought a group of 10 real-life

influencers to New Mexico: designers, writers, and entrepreneurs who all have impact in their fields

in addition to devout and robust social followings. Our influencers traveled across the state in a

highly curated yet totally organic-feeling trip. We designed their itinerary to be full of Insta-worthy

vistas and experiences, making it easy for our visitors to capture and share their experiences with

millions of followers. When they got home, they developed blog posts, articles, and other

meaningful content that reflected their journey. We then packaged it all up and delivered it as a mat

release to generate even more earned media.

The program continues to generate returns, as Paige Appel and Kelly Harris of Midland Shop in Los

Angeles have started their own New Mexico retreats, bringing groups of 12�15 women out to the

Land of Enchantment for annual retreats.

RResults:

849 total placements across the US

More than 117 million impressions (more than $400k in advertising equivalency)

Earned media coverage in:

Food and Wine (online) I Houstonia I A Taste of Koko I Designlovefest I HOTELette I

Architectural Digest (online) I Brit + Co I Outside (online) I Greatist

27

CONFIDENTIAL

Experience

Case Study: Launching a New Airline

BBackground:

Taos Ski Valley needed to increase awareness of their new access point, Taos

Air, a private-like travel service to get directly to the mountain quickly from

their top fly markets.

Taos Ski Valley is beloved by its existing visitor base, but it still lacks mass-

market awareness in top markets like Austin and Dallas. As those cities grow,

their market potential increases but their awareness dips. How do we then

promote not only the ski resort, but a whole new airline bringing people there?


Leveraging a multimedia strategy, we placed Taos Air messaging in can�t-miss,

super-high-profile placements in top-read/tastemaker publications and huge

billboards. By complementing the mass-reach vehicles with long-form

advertorials, we got to tell a compelling and rich TSV and Taos Air story to

wow skiers.

Results:

Launch in Dallas and Austin achieved a load factor of 78% when budgeted

at only 40%

14,000 social media reactions and 5% CTR

28

CONFIDENTIAL

Experience

Case Study: Events and Podcasts

BBackground:

One example of our unique focus on where our clients� messages run is New Mexico

Tourism�s partnership with Dax Shepherd and his podcast, Armchair Expert (800k

weekly downloads). This sponsorship allowed us to bring an influential celebrity to

New Mexico, garnered us airtime on his podcast, and included a live event in Santa

Fe at the Lensic. The show sold out the first day he announced it.

Where others might pursue straightforward pre-roll spots, our creative application of

media brought verified out-of-state visitors on top of the gains from traditional

advertising.

Results:

210 out-of-state visitors to New Mexico (who return spend at a rate of 7:1 for the

state)

Estimated 2x ROI on hotel room nights alone

1.6MM Impressions

Economic-development benefits via venue rental

29

CONFIDENTIAL

Experience

Case Study: Social Media Amplification

BBackground:

On July 9, 2019, Colorado Gov. Jared Polis tweeted about Colorado-grown chiles and called out the New Mexico Hatch chile as

�inferior.� In turn, New Mexico Gov. Michelle Lujan Grisham quickly responded in defense of New Mexico�s chile�and a chile

war began.


Within 8 weeks of the tweet that sparked the wildly entertaining chile debate between state leaders, Ideapeddler, in partnership

with Talweg Creative, took the rivalry to a whole new level with an integrated multimedia campaign in print, digital, TV, and out

of home. The campaign heralded New Mexico as the Chile Capital of the World and teased Colorado about their inferior chiles

to the north. The ads ran across all channels�including billboards in Colorado mere steps from the Governor�s mansion.

Results:

19M impressions

30+ earned-media stories across print, TV, and radio, including the Denver CBS affiliate and Colorado Public Radio

28,000 social media reactions

5% CTR

30

CONFIDENTIAL

Experience

Case Study: Digital Integration

BBackground:

The Georgia O�Keeffe Museum wanted to attract more visitors and gain a larger share of

tourism dollars in Santa Fe. Although their namesake is widely known, the museum�s art is

not a strong attraction by itself because of their small footprint.


Recognizing that a museum visit is more about the inspiration gained than the art itself, the

IP team created an end-to-end campaign�from coding to copy�that invited people to be

inspired by Georgia O�Keeffe�s great American story. The campaign messaging connected

with the �artist in everyone� by providing a value exchange (a branded 2-in-1

pencil/paintbrush) that inspired interest and, ultimately, generated incremental ticket sales.

Results:

35% increase in online ticket purchases

1,000,000 impressions

2x ROAS

31

CONFIDENTIAL

Experience

References

32

Thomas SouleDirector of Marketing, City of Palm Desert

My experience working with Ideapeddler has been outstanding from day

one. They bring a thoughtful, strategic approach to their work that

inspires great confidence. And more than that, they've proven adept at

navigating the complex ecosystem of stakeholders inherent in city business,

from community and business leaders to city staff and elected officials.

Wendi GelfoundFormer Director of Marketing, Ojo Spa Resorts

Cimin and her team are among the most knowledgeable digital marketers I

know. Their keyword strategies and informative SEM reporting were

instrumental in guiding several components of our overall marketing effort.

David NordenChief Executive Officer, Taos Ski Valley

Ideapeddler is a standout from the pack�knowledgeable,

proactive, results-driven.

MMMMMMMMMMMMMMMyyyyyyyyyyyyyyyy eeeeeeeeeeeeex

ooooooooooooonnnnnnnnnnnnnne

Lynn Pitcher KomerFounder and CEO, PK Public Relations

Ideapeddler and their dedicated and professional team are expert advisors that

bring a powerful, strategic approach to marketing services. They take the extra

steps to ensure our messages are reaching the right audiences the right number of

times and that our budget is well spent. Their deep relationships with statewide

and national media ensure we not only get the best rate possible but value-added

earned media. They are well versed in marketing services and marketing

strategy that results in excellent media analysis with excellent pricing, creativity,

and customer service. Having worked with dozens of similar agencies in my

twenty-plus-year career, Ideapeddler dominates.

IIIIIIIIIIIIIIIIIIIIddddddddddddddddeeappeddddddddddddddd

bring a p

References

CONFIDENTIAL

References

City of Palm Desert

TThomas Soule

Director of Marketing

E: [email protected] T: 760.346.0611

New Mexico Tourism Department

Erin Ladd

Director of Marketing


Taos Ski Valley

David Norden

Chief Executive Officer


Georgia O�Keeffe Museum

Mara Harris

Marketing Director (Consultant)


PKPR (for A Dose of Reality NM)

Lynn Komer

Founder & CEO


Katie Olivey & Associates (for New Mexico Tourism Co-Op)

Katie Olivey

Marketing Strategist/Consultant


National Outdoor Leadership School

Sandy Chio

Marketing & Admissions Director


33References

CONFIDENTIAL

assignedpersonnel

Cimin Ahmadi CohenFounder & Media Director

A native Austinite, Cimin has been in the media industry for over a decade on both the agency and publisher

sides. During this time, she has led cross-channel strategic media planning and buying for Fortune 500

companies including Best Buy, Microsoft, Intel, Zurich Insurance, and Kraft Foods.

After honing her chops at large agencies like Starcom Mediavest and Mindshare, Cimin realized there had to

be a better, more streamlined way to help brands achieve their advertising goals. Ideapeddler was born out

of the need to have a new model for the 21st century�one where there are no bureaucratic layers, work gets

done efficiently and on time, and we all get to work with nice people.

Cimin has a strong foundation in both traditional and digital media and specializes in crafting strategies for

cross-channel campaigns, using a mix of local and national media. She helped launch and sat on the board of

the Women in Wireless Chicago chapter in addition to launching Microsoft�s first B2B programmatic display

campaign. Prior to that, she deployed the first e-commerce integration and mobile ads for Spiceworks, a

social-tech company based in Austin.

She currently leads planning and buying for New Mexico Tourism, Taos Ski Valley, City of Palm Desert,

NOLS, the Georgia O�Keeffe Museum, and other brands, with a focus on strong planning foundations and

maximum budget efficiency.

Assigned Personnel

CONFIDENTIAL

Ed CohenStrategy DirectorEd is a seasoned senior marketing executive who brings a diverse perspective, having worked client-side,

lived the agency life, and served as a consultant. His resourcefulness allows him to build successful

campaigns for start-ups as well as work as an intra-preneur within established companies, developing

pilot concepts and revitalizing heritage brands.

He is a holistic marketer whose versatility allows him a unique perspective on market segments, consumer

needs, and the roles that brands can play within our society. His experience includes working with a

variety of beverage and hospitality brands, restaurant companies, and media conglomerates, including

City of Palm Desert, Chick-fil-A, MillerCoors, Nine Banded Whiskey, Gatti�s Pizza, GoGo Squeeze, and

ALL detergent.

As a student of experiential marketing and the authenticity movement, Ed has traveled extensively to

learn how experiences best generate brand affinity. Ed�s travels include attending four of the past

Summer Olympic Games. The Olympics unite his three core passions�hospitality, sports, and

marketing�at their most heightened states.

36Assigned Personnel

CONFIDENTIAL

Daniel HelfmanMarketing & PR Director

With a career weaving together three concepts�marketing, earned media, and growth�Helfman has had a

proven track record for creating success.

While leading marketing, media, and advertising nationally for Jason�s Deli, Helfman created an

earned media campaign that lasted more than two years and reached millions as Jason�s was

covered by CNN (2x), CNBC (3x), The New York Times, The Wall Street Journal, The Washington

Post (3x), Food Network (2x), Health magazine, Parents magazine (2x), The Houston Chronicle, USA

Today, and more.

As the original head of marketing for Snap Kitchen, Helfman built brand awareness by leveraging

influencers. He created a campaign called 21 Days for Good in which 21 powerful social media

influencers competed against one another to see who could educate the most people about healthy

food via social. With prizes such as $5,000 to the winner�s favorite healthy charity, the campaign

reached 2.2 million people and garnered 24 million media impressions.

Earlier in his career, Helfman served as a producer at NBC News in Washington, DC, and before that was a

producer of a weekly radio show in DC.

37Assigned Personnel

CONFIDENTIAL

Rachael Bellus

Media Assistant

T: 281.770.7904 E: [email protected]

Media Assistant, Ideapeddler, 2019 to present; Community Operations Specialist, Facebook, 2016

to 2017; Public Relations Intern, Giant Noise, 2015

38

Raghav Mehra

Media Supervisor


Media Supervisor, Ideapeddler, 2020 to present; Programmatic Analyst, DWA, 2018 to 2019; Product

Management Associate, Kwanzoo, 2017 to 2019

IDEAPEDDLER, LLC

P.O. Box 41928

Austin, Texas 78704

38

Andrea Foertsch

Senior Art Director


Art Director, Minding Your Business, 2006 to 2018; Manager of Creative Services, NCH Marketing

Services, 2002 to 2006; Associate Marketing Manager, Amtrak, 1999 to 2000; Client Service

Manager, The Sunflower Group, 1996 to 1999

Assigned Personnel

CONFIDENTIAL

priceconsideration

Agency Selection Checklist

CONFIDENTIAL

Are the principals leading this pitch process the ones who will be actively involved in your business day in and day out?

Has the proposed agency ever been to your destination for personal travel?

Are they media-led and informed on the best practices in buying and planning, or are they a PR shop who happens to buy social ads?

Do they provide unique KPIs for each media channel and audience or one static KPI of �trip-guide downloads� for every campaign?

Do they have cross-industry knowledge to bring innovation and new thinking to your destination?

Does your agency plan and buy their media in-house, including all programmatic with their own DSP/DMP?

Do they have robust firsthand knowledge of your target markets?

Is their pricing totally transparent? Have they volunteered that they do not take markups or kickbacks from media vendors?If not, will they commit to totally transparent fees/markups?

Agency Selection Checklist

exhibits

Offeror�s Information Form

CONFIDENTIAL

1 - 14-2-1.B. TaxID

Campaign Contribution Disclosure

CONFIDENTIAL

Conflict of Interest and Debarment/Suspension Certification Form

CONFIDENTIAL

Statement of Confidentiality

CONFIDENTIAL

Customer Support Policy

We take customer support seriously. As a full-service agency,

we�re fully committed to serving our clients� needs and making

sure they feel heard and catered to. We pride ourselves on

timely responses to emails and phone calls, and delivering

quality work on time. We�ve never missed a deadline. We�ll make

sure lines of communication are clear and always open. We�re

fully committed to doing whatever it takes to remain attentive

and responsive. If that means we need to assign more personnel

to a client�s account, we�ll do it.

48Customer Support Policy

CONFIDENTIAL

appendix

Everly loves her job as a VP of Creative for Whole Foods and her life with her husband and kids in Austin, TX. But

she�s always looking to expand her horizons by finding something new, something undiscovered. She loves to be

the first of her friends to attend a new restaurant opening or wear a new local designer. She enjoys mixing

accessible design with one-of-a-kind pieces (think Target �vegan� bag with emerging LA shoemaker sandals) and

always tries to strike a balance between luxury and authenticity. She cooks at home and tries new recipes

frequently. She�s a pescatarian and cares about where her food comes from.

When Everly�s on vacation, she makes time to shop for unique or eclectic homewares to take with her as

mementos and conversation pieces for dinner parties. Because she�s super focused on curating her life and

experiences, she has to be convinced her vacation will make her friends a little envious and provide good

Instagram posts to have something to talk about when she gets back to work.

Agrees with these statements Index Disagrees with these statements Index

The internet provides relaxation & inspiration 131 Concerns about security issues have made me less likely to travel

85

Traveling to foreign places is a great way for me to learn about other cultures

115 Group tours are fun and a good way to meet people

79

It�s worth it to me to pay more for high quality hotel accommodations

126 TV keeps me up to date with the latest styles and trends

89

!

Meet Our Muse: Everly

50Audience Understanding

Taos has been on my radar for some time, but I worry that there isn�t enough todo for me and my husband during a longer five-day trip over our holidays.

CONFIDENTIAL

Agency Services

SSTRATEGIC

CONSULTATION

Brand positioning

Omnichannelmarketing plans

Target audiencesegmentation

Competitive andtrend analysis

Qualitative andquantitative research

PUBLIC

RELATIONS

Message development

Press materials

Targeted-mediaidentification

Story development

Press outreach and storyplacement

Press events and FAMtours

Virtual experiences

Media training

Community outreach

Stakeholder engagement

Trade relations

SOCIAL MEDIA

Social mediastrategies

Persona/voicedevelopment

Editorial-calendarcreation

Content/messagecreation

Photography andvideo creation

ADVERTISING &

DESIGN

Creative-conceptdevelopment

Brand identity andlogo design

TV and videocontent

Radio advertisingand endorsements

Print

Outdoor

Event planning andexecution

Packaging design

Copywriting

DIGITAL

MARKETING

Prospecting

Retargeting

Lead-nurture

SEM

Email marketing

Paid social

Native

Influencer

Web design andcontent creation

MEDIA PLANNING

& BUYING

Integrated mediastrategy

Online and offlinemedia negotiation

and buying

Tracking andreporting

51Agency Services

CONFIDENTIAL

The Drive Market Potential

52Market Sizing

CONFIDENTIAL

Thank you

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