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Augustine San Luis Obispo RFP Response
2024 Visit San Luis Obispo Destination Marketing Services RFP Response -1- SECTION I:PROPOSAL SUBMITTAL FORM The undersigned declares that she or he has carefully examined [Kalie Whitsett ],which is hereby made a part of this proposal;is thoroughly familiar with its contents;is authorized to represent the proposing firm;and agrees to perform the specified work for the following cost quoted in full: Work Plan Budget 2024-25 2025-26 Service $Amount %of Budget $Amount %of Budget Brand Strategy &Management $13,500 1%$13,500 1% Account Strategy &Project Management $90,000 8%$90,000 8% Creative Services $114,900 10%$62,400 5.5% Paid Media and SEO Strategy & Management $54,000 5%$54,000 5.5% Paid Media Buy $769,600 67%$822,100 71% Website Maintenance & Services $15,000 1%$15,000 1% Content Development $78,000 7%$78,000 7% Reporting $15,000 1%$15,000 1% Other Total $1,150,000 100%$1,150,000 100% Certificate of insurance attached;insurance company’s A.M.Best rating: A+ XV Firm Name and Address D Augustine &Associates 1420 E Roseville Pkwy, Ste 140,PMB 515,Roseville, CA 95661 Contact Lindsay Moore,Vice President,Client Partnerships Phone 925-451-3666 Signature of Authorized Representative Date 2024-03-04 STATEMENT OF PAST CONTRACT DISQUALIFICATIONS The proposer shall state whether it or any of its officers or employees who have a proprietary interest in it,has ever been disqualified,removed,or otherwise prevented from bidding on,or completing a federal, state,or local government project because of the violation of law,a safety regulation,or for any other reason,including but not limited to financial difficulties,project delays,or disputes regarding work or product quality,and if so to explain the circumstances. n Do you have any disqualification as described in the above paragraph to declare? Yes No n If yes,explain the circumstances. Executed on 2024-03-04 at 915 Highland Pointe Drive, Suite 250, Roseville, CA 95678 under penalty of perjury of the laws of the State of California,that the foregoing is true and correct. Signature of Authorized Proposer Representative CL2351692568 REVISION NUMBER:CERTIFICATE NUMBER:COVERAGES THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED.NOTWITHSTANDING ANY REQUIREMENT,TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN,THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES.LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. INSRLTR TYPE OF INSURANCE ADDLINSD SUBRWVD POLICY NUMBER POLICY EFF(MM/DD/YYYY)POLICY EXP(MM/DD/YYYY)LIMITS COMMERCIAL GENERAL LIABILITY EACH OCCURRENCE $2,000,000 CLAIMS-MADE OCCUR DAMAGE TO RENTED $100,000PREMISES(Ea occurrence) MED EXP (Any one person)$10,000 A Y Y 05/10/2023 05/10/2024 PERSONAL &ADV INJURY $2,000,000 GEN'L AGGREGATE LIMIT APPLIES PER:GENERAL AGGREGATE $4,000,000 POLICY PRO-LOC PRODUCTS -COMP/OP AGG $4,000,000JECT $ OTHER: B AUTOMOBILE LIABILITY Y Y 05/10/2023 05/10/2024 COMBINED SINGLE LIMIT(Ea accident)$1,000,000 ANY AUTO BODILY INJURY (Per person)$ OWNED AUTOS ONLY HIRED AUTOS ONLY SCHEDULED AUTOS NON-OWNED AUTOS ONLY BODILY INJURY (Per accident)$ PROPERTY DAMAGE(Per accident)$ $ C UMBRELLA LIAB EXCESS LIAB OCCUR CLAIMS-MADE Y 05/10/2023 05/10/2024 EACH OCCURRENCE $5,000,000 AGGREGATE $5,000,000 DED RETENTION $$ WORKERS COMPENSATION AND EMPLOYERS'LIABILITY Y /N PERSTATUTE OTH-ER E.L.EACH ACCIDENT $1,000,000 D ANY PROPRIETOR/PARTNER/EXECUTIVE OFFICER/MEMBER EXCLUDED?N /A Y 05/10/2023 05/10/2024 E.L.DISEASE -EA EMPLOYEE $1,000,000(Mandatory in NH) If yes,describe under E.L.DISEASE -POLICY LIMIT $1,000,000DESCRIPTIONOFOPERATIONSbelow DESCRIPTION OF OPERATIONS /LOCATIONS /VEHICLES (ACORD 101,Additional Remarks Schedule,may be attached if more space is required) Certificate holder(s)is/are included as additional insured under the commercial General liability policy per endorsement 421-2916 06 15 and under Commercial Auto policy per endorsement 461-0478 12 12.Primary and non-contributory wording applies per endorsement(s)461-0478 12 12.Waiver of subrogation applies per endorsement(s)421-2916 06 15,461-0155 (09-97),and WC 04 03 06 (Ed 04-84).Excess policy follows form per the terms and conditions of the Excess Policy. All other terms,conditions &exclusions of the policy(ies)apply. CERTIFICATE OF LIABILITY INSURANCE DATE (MM/DD/YYYY) 05/17/2023 THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER.THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND,EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW.THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S),AUTHORIZED REPRESENTATIVE OR PRODUCER,AND THE CERTIFICATE HOLDER. IMPORTANT:If the certificate holder is an ADDITIONAL INSURED,the policy(ies)must have ADDITIONAL INSURED provisions or be endorsed. If SUBROGATION IS WAIVED,subject to the terms and conditions of the policy,certain policies may require an endorsement.A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsement(s). PRODUCER CONTACTNAME: Brown &Brown Insurance Brokers of Sacramento,Inc.PHONE(A/C,No,Ext):(800)228-3380 FAX(A/C,No):(800)783-0083 6030 West Oaks Blvd.E-MAILADDRESS: Suite 190 INSURER(S)AFFORDING COVERAGE NAIC # Rocklin CA 95765 INSURER A :The Hanover American Insurance Company 36064 INSURED INSURER B :Allmerica Financial Benefit Insurance Company 41840 D Augustine &Associates,Inc.,DBA: Augustine Agency INSURER C :The Hanover Insurance Company 22292 1420 E Roseville Pkwy,Ste.140,PMB 515 INSURER D :Citizens Insurance Company of America 31534 INSURER E : Roseville CA 95661 INSURER F : CANCELLATION SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF,NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. AUTHORIZED REPRESENTATIVE ACORD 25 (2016/03) CERTIFICATE HOLDER ©1988-2015 ACORD CORPORATION.All rights reserved. The ACORD name and logo are registered marks of ACORD Page 1 of 4 Includes copyrighted material of Insurance Services Office,Inc.,with its permission. THIS ENDORSEMENT CHANGES THE POLICY.PLEASE READ IT CAREFULLY. COMMERCIAL GENERAL LIABILITY BROADENING ENDORSEMENT This endorsement modifies insurance provided under the following: COMMERCIAL GENERAL LIABILITY COVERAGE PART SUMMARY OF COVERAGES 1.Additional Insured by Contract,Agreement or Permit Included 2.Additional Insured –Primary and Non-Contributory Included 3.Blanket Waiver of Subrogation Included 4.Bodily Injury Redefined Included 5.Broad Form Property Damage –Borrowed Equipment,Customers Goods &Use of Elevators Included 6.Knowledge of Occurrence Included 7.Liberalization Clause lncluded 8.Medical Payments –Extended Reporting Period Included 9.Newly Acquired or Formed Organizations -Covered until end of policy period Included 10.Non-owned Watercraft 51 ft. 11.Supplementary Payments Increased Limits -Bail Bonds $2,500 -Loss of Earnings $1000 12.Unintentional Failure to Disclose Hazards Included 13.Unintentional Failure to Notify Included This endorsement amends coverages provided under the Commercial General Liability Coverage Part through new coverages,higher limits and broader coverage grants. 1.Additional Insured by Contract,Agreement or Permit The following is added to SECTION II –WHO IS AN INSURED: Additional Insured by Contract,Agreement or Permit a.Any person or organization with whom you agreed in a written contract,written agreement or permit that such person or organization to add an additional insured on your policy is an additional insured only with respect to liability for “bodily injury”,“property damage”,or “personal and advertising injury”caused,in whole or in part,by your acts or omissions,or the acts or omissions of those acting on your behalf,but only with respect to: (1)"Your work"for the additional insured(s) designated in the contract,agreement or permit; (2)Premises you own,rent,lease or occupy; or (3)Your maintenance,operation or use of equipment leased to you. b.The insurance afforded to such additional insured described above: (1)Only applies to the extent permitted by law;and (2)Will not be broader than the insurance which you are required by the contract, agreement or permit to provide for such additional insured. Page 2 of 4 Includes copyrighted material of Insurance Services Office,Inc.,with its permission. (3)Applies on a primary basis if that is required by the written contract,written agreement or permit. (4)Will not be broader than coverage provided to any other insured. (5)Does not apply if the “bodily injury”, “property damage”or “personal and advertising injury”is otherwise excluded from coverage under this Coverage Part, including any endorsements thereto. c.This provision does not apply: (1)Unless the written contract or written agreement was executed or permit was issued prior to the "bodily injury”,“property damage",or "personal injury and advertising injury". (2)To any person or organization included as an insured by another endorsement issued by us and made part of this Coverage Part. (3)To any lessor of equipment: (a)After the equipment lease expires;or (b)If the “bodily injury”,“property damage”,“personal and advertising injury”arises out of sole negligence of the lessor (4)To any: (a)Owners or other interests from.whom land has been leased which takes place after the lease for the land ex- pires;or (b)Managers or lessors of premises if: (i)The occurrence takes place after you cease to be a tenant in that premises;or (ii)The "bodily injury","property damage","personal injury"or "advertising injury"arises out of structural alterations,new con- struction or demolition operations performed by or on behalf of the manager or lessor. (5)To “bodily injury”,“property damage”or “personal and advertising injury”arising out of the rendering of or the failure to render any professional services. This exclusion applies even if the claims against any insured allege negligence or other wrongdoing in the supervision, hiring,employment,training or monitoringofothersbythatinsured,if the “occurrence”which caused the “bodily injury”or “property damage” or the offense which caused the “personal and advertising injury”involved the rendering of or failure to render any professional services by or for you. d.With respect to the insurance afforded to the following is –LIMITS OF these additional insureds, added to SECTION III INSURANCE: The most we will pay on behalf of the additional insured for a covered claim is the lesser of the amount of insurance: 1.Required by the contract,agreement or permit described in Paragraph a.;or 2.Available under the applicable Limits of Insurance shown in the Declarations. This endorsement shall not increase the applicable Limits of Insurance shown in the Declarations. 2.Additional Insured –Primary and Non- Contributory The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS,Paragraph 4.Other insurance: Additional Insured Contributory If you agree in a –Primary and Non- written contract,written agreement or permit that the insurance provided to any person or organization included as an Additional Insured under SECTION II –WHO IS AN INSURED,is primary and non-contributory, the following applies: If other valid and collectible insurance is available to the Additional Insured for a loss covered under Coverages A or B of this Coverage Part,our obligations are limited as follows: a.Primary Insurance This insurance is primary to other insurance that is available to the Additional Insured which covers the Additional Insured as a Named Insured.We will not seek contribution from any other insurance available to the Additional Insured except: (1)For the sole negligence of the Additional Insured; (2)When the Additional Insured is an Additional Insured under another primary liability policy;or (3)when b.below applies. If this insurance is primary,our obligations are not affected unless any of the other insurance is also primary.Then,we will share with all that other insurance by the method described in c.below. Page 3 of 4 Includes copyrighted material of Insurance Services Office,Inc.,with its permission. b.Excess Insurance (1)This insurance is excess over any of the other insurance,whether primary,excess, contingent or on any other basis: (a)That is Fire,Extended Coverage, Builder's Risk,Installation Risk or similar coverage for "your work"; (b)That is Fire insurance for premises rented to the Additional Insured or temporarily occupied by the Additional Insured with permission of the owner; (c)That is insurance purchased by the Additional Insured to cover the Additional Insured’s liability as a tenant for "property damage"to premises rented to the Additional Insured or temporarily occupied by theoftheAdditionalwithpermission owner;or (d)If the loss arises out of the maintenance or use of aircraft, "autos" or watercraft to the extent not subject to Exclusion g.of SECTION I – COVERAGE A –BODILY INURY AND PROPERTY DAMAGE LIABILITY. (2)When this insurance is excess,we will have no duty under Coverages A or B to defend the insured against any "suit"if any other insurer has a duty to defend the insured against that "suit".If no other insurer defends,we will undertake to do so,but we will be entitled to the insured's rights against all those other insurers. (3)When this insurance is excess over other Insurance,we will pay only our share of the amount of the loss,if any,that exceeds the sum of: (a)The total amount that all such other insurance would pay for the loss in the absence of this insurance;and (b)The total of all deductible and self insured amounts under all that other insurance. We will share the remaining loss,if any, with any other insurance that is not described in this Excess Insurance provision and was not bought specifically to apply in excess of the Limits of Insurance shown in the Declarations of this Coverage Part. c.Method Of Sharing If all of the other insurance permits contribution by equal shares,we will follow this method also.Under this approach each insurer contributes equal amounts until it has paid its applicable limit of insurance or none of the loss remains,whichever comes first.If any of the other insurance does not permit contribution by equal shares,we will contribute by limits.Under this method,each insurer's share is based on the ratio of its applicable limit of insurance to the total applicable limits of insurance of all insurers 3.Blanket Waiver of Subrogation The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS,Paragraph 8.Transfer Of Rights Of Recovery Against Others To Us: We waive any right of recovery we may have against any person or organization with whom you have a written contract that requires such waiver because of payments we make for damage under this coverage form.The damage must arise out of your activities under a written contract with that person or organization.This waiver applies only to the extent that subrogation is waived under a written contract executed prior to the “occurrence” or offense giving rise to such payments. 4.Bodily Injury Redefined SECTION V –DEFINITIONS,Definition 3.“bodily injury”is replaced by the following: 3.“Bodily injury”means bodily injury,sickness or disease sustained by a person including death resulting from any of these at any time.“Bodily injury”includes mental anguish or other mental injury resulting from “bodily injury”. 5.Broad Form Property Damage –Borrowed Equipment,Customers Goods,Use of Elevators a.SECTION I –COVERAGES,COVERAGE A – BODILIY INJURY AND PROPERTY DAMAGE LIABILITY,Paragraph 2. Exclusions subparagraph j.is amended as follows: Paragraph (4)does not apply to "property damage"to borrowed equipment while at a jobsite and not being used to perform operations. Paragraphs (3),(4)and (6)do not apply to "property damage"to "customers goods"while on your premises nor do they apply to the use of elevators at premises you own,rent,lease or occupy. b.The following is added to SECTION V – DEFINTIONS: 24."Customers goods"means property of your customer on your premises for the purpose of being: Page 4 of 4 Includes copyrighted material of Insurance Services Office,Inc.,with its permission. a.worked on;or b.used in your manufacturing process. c.The insurance afforded under this provision is excess over any other valid and collectible property insurance (including deductible)whether primary,available to the insured excess,contingent 6.Knowledge of Occurrence The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS,Paragraph 2.Duties in the Event of Occurrence,Offense,Claim or Suit: e.Notice of an "occurrence",offense,claim or "suit"will be considered knowledge of the insured if reported to an individual named insured,partner,executive officer or an "employee"designated by you to give us such a notice. 7.Liberalization Clause The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS: Liberalization Clause If we adopt any revision that would broaden the coverage under this Coverage Form without additional premium,within 45 days prior to or during the policy period,the broadened coverage will immediately apply to this Coverage Part. 8.Medical Payments –Extended Reporting Period a.SECTION I –COVERAGES,COVERAGE C – MEDICAL PAYMENTS,Paragraph 1. Insuring Agreement,subparagraph a.(3)(b) is replaced by the following: (b)The expenses are incurred and reported to us within three years of the date of the accident;and b.This coverage does not apply if COVERAGE C –MEDICAL PAYMENTS is excluded either by the provisions of the Coverage Part or by endorsement. 8.Newly Acquired Or Formed Organizations SECTION II –WHO IS AN INSURED,Paragraph 3.a.is replaced by the following: a.Coverage under this provision is afforded until the end of the policy period. 10.Non-Owned Watercraft SECTION I –COVERAGES,COVERAGE A BODILY INJURY AND PROPERTY DAMAGE LIABILITY,Paragraph 2.Exclusions, subparagraph g.(2)is replaced by the following: g.Aircraft,Auto Or Watercraft (2)A watercraft you do not own that is: (a)Less than 51 feet long;and (b)Not being used to carry persons or property for a charge; This provision applies to any person who, with your consent,either uses or is responsible for the use of a watercraft. 11.Supplementary Payments Increased Limits SECTION I –SUPPLEMENTARY PAYMENTS COVERAGES A AND B,Paragraphs 1.b.and 1.d.are replaced by the following: 1.b.Up to $2,500 for cost of bail bonds required because of accidents or traffic law violations arising out of the use of any vehicle to which the Bodily Injury Liability Coverage applies. We do not have to furnish these bonds. 1.d.All reasonable expenses incurred by the insured at our request to assist us in the investigation or defense of the claim or “suit", including actual loss of earnings up to $1000 a day because of time off from work. 12.Unintentional Failure to Disclose Hazards The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS,Paragraph 6.Representations: We will not disclaim coverage under this Coverage Part if you fail to disclose all hazards existing as of the inception date of the policy provided such failure is not intentional. 13.Unintentional Failure to Notify The following is added to SECTION IV – COMMERCIAL GENERAL LIABILITY CONDITIONS,Paragraph 2.Duties in the Event of Occurrence,Offense,Claim or Suit: Your rights afforded under this policy shall not be prejudiced if you fail to give us notice of an "occurrence",offense,claim or "suit",solely due to your reasonable and documented belief that the "bodily injury"or "property damage"is not covered under this policy. ALL OTHER TERMS,CONDITIONS,AND EXCLUSIONS REMAIN UNCHANGED. Includes copyrighted material of ISO Insurance Services Office,Inc.,with its permission Page 1 of 1 THIS ENDORSEMENT CHANGES THE POLICY.PLEASE READ IT CAREFULLY. BLANKET ADDITIONAL INSURED –PRIMARY AND NON-CONTRIBUTORY This endorsement modifies insurance provided under the following: BUSINESS AUTO COVERAGE PART A.The following is added to SECTION II – LIABILITY COVERAGE,Paragraph A.1.Who Is An Insured: Additional Insured if Required by Contract If you agree in a written contract,written agreement or written permit that a person or organization be added as an additional “insured” under this Coverage Part,such person or organization is an “insured”;but only to the extent that such person or organization qualifies as an “insured”under paragraph A.1.c.of this Section. If you agree in a written contract,written agreement or written permit that a person or organization be added as an additional “insured” under this Coverage Part,the most we will pay on behalf of such additional “insured”is the lesser of: (1)The Limits of Insurance for liability coverage specified in the written contract,written agreement or written permit;or (2)The Limits of Insurance for Liability Coverage shown in the Declarations applicable to this Coverage Part. Such amount shall be part of and not in addition to the Limits of Insurance shown in the Declarations applicable to this Coverage Part.Regardless of the number of covered "autos","insureds", premiums paid,claims made or vehicles involved in the "accident",the most we will pay for the total of all damages and "covered pollution cost or expense"combined resulting from any one "accident"is the Limit of Insurance for Liability Coverage shown in the Declarations. B.The following is added to SECTION IV – BUSINESS AUTO CONDITIONS,Paragraph B. General Conditions,subparagraph 5.Other Insurance: Primary and Non-Contributory If you agree in a written contract,written agreement or written permit that the insurance provided to a person or organization who qualifies as an additional “insured”under SECTION II – LIABILITY COVERAGE,Paragraph A.1.Who Is An Insured,subparagraph Additional Insured if Required by Contract is primary and non- contributory,the following applies: The liability coverage provided by this Coverage Part is primary to any other insurance available to the additional “insured”as a Named Insured.We will not seek contribution from any other insurance available to the additional “insured”except: (1)For the sole negligence of the additional “insured”;or (2)For negligence arising out of the ownership, maintenance or use of any “auto”not owned by the additional “insured”or by you,unless that “auto”is a “trailer”connected to an “auto” owned by the additional “insured”or by you;or (3)When the additional “insured”is also an additional “insured”under another liability policy. C.This endorsement will apply only if the “accident” occurs: 1.During the policy period; 2.Subsequent to the execution of the written contract or written agreement or the issuance of the written permit;and 3.Prior to the expiration of the period of time that the written contract,written agreement or written permit requires such insurance to be provided to the additional “insured”. D.Coverage provided to an additional “insured”will not be broader than coverage provided to any other “insured”under this Coverage Part. ALL OTHER TERMS,CONDITIONS,AND EXCLUSIONS REMAIN UNCHANGED. Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) THIS ENDORSEMENT CHANGES THE POLICY.PLEASE READ IT CAREFULLY. BUSINESS AUTO COVERAGE BROADENING ENDORSEMENT This endorsement modifies insurance provided under the following: BUSINESS AUTO COVERAGE FORM With respect to coverage provided by this endorsement,the provisions of the Coverage Form apply unless modified by the endorsement. 1.CANCELLATION EXTENSION d. Paragraph A.CANCELLATION 2.b.of the COMMON POLICY CONDITIONS is replaced with the following: b.60 days before the effective date of cancellation if we cancel for any other reason. SECTION I -COVERED AUTOS 2.EMPLOYEE HIRED "AUTOS" Description Of Covered Auto Designation Symbols;Symbol 8 is replaced by the following: 8 =Hired "Autos"Only -Only those "autos" you lease,hire,rent or borrow;including "autos"your employee hires at your direction,for the purpose of conducting your business.This does not include any "auto" you lease,hire,rent,or borrow from any of your "employees"or partners or members of their households. SECTION II -LIABILITY COVERAGE 3.BROADENED NAMED INSURED The following is added to the SECTION II - LIABILITY COVERAGE,Paragraph 1.Who Is An Insured provision: Any business entity for which you have a financial interest greater than 50%of the voting stock or otherwise have a controlling interest after the effective date of this policy or that is newly acquired or formed by you during the term of this policy. The coverage provided by this provision is afforded until expiration or termination of this policy,whichever occurs earlier. The coverage provided by this provision does not apply to any business entity described in d. above that qualifies as an insured under any other automobile liability policy issued to that business entity as a named insured or would have been an insured except for the exhaustion of the policy limits or the insolvency of the insurer. The coverage provided by this provision does not apply to "bodily injury"nor "property damage"arising from an accident that occurred prior to your acquiring or forming the business entity described in d. above. Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) 4.EMPLOYEES AS INSUREDS The following is added to the SECTION II - LIABILITY COVERAGE,Paragraph 1.Who Is An Insured provision: e.Any employee of yours is an "insured"while using a covered "auto"you do not own,hire or borrow in your business or your personal affairs. 5.SUPPLEMENTARY PAYMENTS The following amends SECTION II - LIABILITY COVERAGE,Paragraph 2. Coverage Extensions provision: Paragraph (2)is replaced by the following: (2)Up to $2500 for cost of bail bonds (including bonds for related traffic law violations) required because of an "accident"we cover.We do not have to furnish these bonds. Paragraph (4)is replaced by the following: (4)All reasonable expenses incurred by the "insured"at our request, including actual loss of earnings up to $500 a day because of time off from work. 6.AMENDED FELLOW EMPLOYEE EXCLUSION The following is added to the SECTION II - LIABILITY COVERAGE,B.Exclusions Paragraph 5.Fellow Employee exclusion: This exclusion does not apply if the "bodily injury"arises from the use of a covered "auto"you own or hire.This coverage is excess over any other collectible insurance SECTION III -PHYSICAL DAMAGE COVERAGE. 7.EXPENSE OF RETURNING A STOLEN "AUTO"and SIGN COVERAGE The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,A.1. COVERAGE: d.Expense Of Returning A Stolen "Auto" We will pay for the expense of returning a covered "auto"to you. e.Sign Coverage We will pay for loss to signs, murals,paintings or graphics, as part of equipment,which are displayed on a covered "auto". The most we will pay for "loss"in any one "accident"is the lesser of: 1.The actual cash value of the property as of the time of the "loss";or 2.The cost of repairing or replacing the damaged or stolen property with other property of like kind and quality;or 3.$2,000. 8.GLASS BREAKAGE DEDUCTIBLE The following is added to SECTION III- PHYSICAL DAMAGE COVERAGE A. COVERAGE paragraph 3.Glass Breakage -Hitting a Bird or Animal - Falling Objects or Missiles: Any deductible shown in the Declarations as applicable to the covered "auto"will not apply to glass breakage if such glass is repaired, rather than replaced. 9.TRANSPORTATION EXPENSE Paragraph 4.Coverage Extension.of SECTION III -PHYSICAL DAMAGE COVERAGE,A.COVERAGE is replaced with the following: 4.Coverage Extension We will pay up to $50 per day to a maximum of $1500 for temporary transportation expense incurred by you because of the total theft of a covered "auto"of the private passenger type.We will pay only for those covered "autos"for which you carry either Comprehensive or Specified Causes of Loss Coverage.We will pay for temporary transportation expenses incurred during the period beginning 24 hours after the theft and ending, when the covered "auto"is returned to use or we pay for its "loss". 10.HIRED AUTO PHYSICAL DAMAGE The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,A. COVERAGE: 5.Hired Auto Physical Damage If hired "autos"are covered "autos" for Liability Coverage and if Physical Damage Coverage of Comprehensive,Specified Causes of Loss,or Collision is provided under this Coverage Form for any "auto"you own,then the Physical Damage Coverage(s)provided is extended to "autos"you hire without a driver or your employee hires, without a driver,at your direction,for the purpose of conducting your business,for a period of 30 days or less,of like kind and use as the "autos"you own,subject to the following: The most we will pay for any one loss is the lesser of the following: a.$50,000 per accident,or b.cash value,or c.the cost of repair, minus the deductible equal to the lowest deductible applicable to any owned "auto"for that coverage. Any deductible shown in the Declarations does not apply to "loss"caused by fire or lightning. Subject to the limit and deductible stated above,we will provide coverage equal to the broadest coverage provided to any covered "auto"you own,that is applicable to the loss. If the loss arises from an accident for which you are legally liable and the lessor incurs an actual financial loss from that accident,we will loss of use of the hired "auto"for a period of up to seven consecutive days from the date of the accident, subject to a limit of $1,000 per accident. Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) 11.AUDIO,VISUAL AND DATA ELECTRONIC EQUIPMENT COVERAGE The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,A. COVERAGE: 6.Audio,Visual and Data Electronic Equipment Coverage We will pay for "loss"to any electronic equipment that receives or transmits audio,visual or data signals and that is not designed solely for the reproduction of sound. This coverage applies only if the equipment is permanently installed in the covered "auto"at the time of the "loss"or the equipment is removable from a housing unit which is permanently installed in the "loss",and such equipment is designed to be solely operated by electrical system,in or upon the covered "auto",including its antennas and other accessories. However ,this does not include tapes,records or discs. The exclusions that apply to PHYSICAL DAMAGE COVERAGE, except for the exclusion relating to Audio,Visual and Data Electronic Equipment,also apply to coverage provided herein.In addition,the following exclusions apply: We will not pay ,under this coverage,for either any electronic equipment or accessories used with such electronic equipment that is: 1.Necessary for the normal operation of the covered "auto"or the monitoring of operating system;or Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) 2.Both: a.An integral part of the same unit housing any sound reproducing equipment designed solely for the reproduction of sound if the sound reproducing equipment is permanently installed in the covered "auto",and b.Permanently installed in the opening of the dash or console normally used by the manufacturer for the installation of a radio. With respect to coverage herein,the LIMIT OF INSURANCE provision of PHYSICAL DAMAGE COVERAGE is replaced by the following: 1.The most we will pay for all "loss"to audio,visual or data electronic equipment and any accessories used with this equipment as a result of any one "accident"is the lesser of a.The actual cash value of the damaged or stolen property as of the time of the "loss";or b.The cost of repairing or replacing the damaged or stolen property with other property of like kind and quality;or c.$500. 2.An adjustment for depreciation and physical condition will be made in determining actual cash value at the time of the "loss". 3.Deductibles applicable to PHYSICAL DAMAGE COVERAGE,do not apply to this Audio,Visual and Data Electronic Equipment Coverage. If there is other coverage provided by this policy for audio,visual and data electronic equipment,the coverage provided herein is excess.However,you may elect to apply the limit or any portion thereof of coverage provided herein to pay any deductible that is applicable under the provisions of the other coverage. 12.RENTAL REIMBURSEMENT and MATERIAL TRANSFER EXPENSE The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,A. COVERAGE: 7.Rental Reimbursement and Material Transfer Expense This coverage provides only those Physical Damage Coverages where a premium is shown in the Declarations.It applies only to a covered "auto"described or designated to which the Physical Damage Coverages apply. We will pay for auto rental expenses and the expenses,incurred by you because of "loss"to a covered "auto",to remove and transfer your materials and equipment from the covered "auto".Payment applies in addition to the otherwise applicable amount of each coverage you have on a covered "auto".No deductibles apply to this coverage. We will pay only for those auto rental expenses incurred during the policy period beginning 24 hours after the "loss"and ending, expiration, with the lesser of the following number of days: 1.The number of days reasonably required to repair or replace the caused by theft,this number of days is added to the number of days it takes to locate the covered "auto"and transport it to a repair shop. Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) 2.60 days. Our payment is limited to the lesser of the following amounts: 1.Necessary and actual expenses incurred, including loss of use. 2.$3000. This auto rental expense coverage does not apply while there are spare or reserve "autos"available to you for your operations. If "loss"results from the total theft of a covered "auto"of the private passenger type,we will pay under this coverage only that amount of your rental reimbursement expenses which is not already provided for under the SECTION III -PHYSICAL DAMAGE COVERAGE,A.4.Coverage Extension. 13.AIRBAG COVERAGE The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,B. Exclusions,paragraph 3. The portion of this exclusion relating to mechanical or electrical breakdown does not apply to the accidental discharge of an airbag.This coverage is excess of other collectible insurance or warranty.No deductible applies to this Airbag Coverage. Includes copyrighted material of Insurance Services Office,Inc.with its permission. Copyright,Insurance Services Office,Inc.,1996 (9-97) 14.AUTO LOAN PHYSICAL DAMAGE EXTENSION The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,C. Limit Of Insurance provision: When a "loss"results in a total loss to a covered auto you own for which a Loss Payee is designated in this policy,the most we will pay for "loss"in any one "accident"is the greater of: 1.The actual cash value of the damaged or stolen property as of the time of the "loss";or 2.The outstanding balance of the initial loan,less any amounts for taxes,overdue payments,overdue payment charges,penalties, interest ,any charges for early termination of the loan,costs for Credit Life Insurance,Health, Accident or Disability Insurance purchased with the loan,and carry-over balances from previous loans. 15.AUTO LEASE PHYSICAL DAMAGE EXTENSION The following is added to SECTION III - PHYSICAL DAMAGE COVERAGE,C. Limit Of Insurance provision: If,because of damage,destruction or theft of a covered "auto",which is a long-term leased "auto",the lease agreement between you and the lessor is terminated,"we"will pay the difference between the amount paid under paragraph C.LIMIT OF INSURANCE 1.or 2.and the amount due at the time of "loss"under the terms of the lease agreement applicable to the leased "auto" which you are required to pay:less any fees to dispose of the auto;any overdue payments;financial penalties imposed under a lease for excessive use, abnormal wear and tear or high mileage; security deposits not refunded by the lessor; cost for extended warranties,Credit Life Insurance,Health,Accident or Disability Insurance purchased with the loan;and carry over balances from previous leases. This coverage applies only to the initial lease for the covered "auto"which has not previously been leased.This coverage is excess over all other collectible insurance. SECTION IV -CONDITIONS 16.DUTIES IN THE EVENT OF ACCIDENT,CLAIM,SUIT OR LOSS The following is added to SECTION IV - BUSINESS AUTO CONDITIONS,A.Loss Conditions,2.Duties In The Event Of Accident,Claim,Suit Or Loss: d.Knowledge of any "accident", claim,"suit"or "loss"will be deemed knowledge by you when notice of such "accident", claim,"suit"or "loss"has been received by: (1)You,if you are an individual; (2)Any partner or insurance manager if you are a partnership;or (3)An executive officer or insurance manager if you are a corporation. 17.BLANKET WAIVER OF SUBROGATION Paragraph 5.Transfer Of Rights Of Recovery Against Others To Us, SECTION IV -BUSINESS AUTO CONDITIONS,A.Loss Conditions is replaced by the following: REFERENCES Number of years engaged in providing the services included within the scope of the specifications under the present business name:28 . Describe fully the last three contracts performed by your firm that demonstrate your ability to provide the services included with the scope of the specifications.Attach additional pages if required.The City reserves the right to contact each of the references listed for additional information regarding your firm's qualifications. Reference No.1: Agency Name North Lake Tahoe Contact Name Andy Chapman Telephone &Email 775-832-1606 &andy@travelnorthtahoe.com Street Address 100 N.Lake Blvd City,State,Zip Code Tahoe City,CA,96145 Description of services provided including contract amount,when provided and project outcome Services:Account Management,PR Management,Social Media Management,Blogs,Newsletters,Website Management, SEO,Media Events,Media FAM Tours, Paid Media, Promoted Social Posts, Creative Production, Content Creation Contract Amount:$842,645.86 Contract Date:2017 -Current Outcome:The primary objective of all efforts across paid, earned and owned channels is to drive visitation to the North Lake Tahoe, specifically increasing length of stay to build mid-week visitation.Sustainable travel was at the forefront of all seasonal paid campaigns,public relation pitching,social media channels and content developed for the website.This includes helping to mitigate traffic by promoting lakeside activities in the winter and mountain activities in the summer to help move people throughout the region during key peak time periods,and bolstering efforts during shoulder seasons to encourage travel when it's needed most.Third-party research showed that the campaign influenced about 245,000 trips,$488 million in visitor spending and generated 731,000 room nights.For ever $1 invested in paid media,the campaign returned $756,which is among the strongest the research company has ever measured. The ads also clearly showed that North Lake Tahoe is good for both winter and non-winter travel,and that North Lake Tahoe cares about the environment and natural resources. Reference No.2: Agency Name Discover Siskiyou Contact Name Heather Dodds Telephone &Email 530-718-9604 &heather@discoversiskiyou.com Street Address 1512 So.Oregon St. City,State,Zip Code Yreka,CA,96097 Description of services provided including contract amount,when provided and project outcome Services:Creative Design,Marketing Campaigns,Branding,Website Design/Management Contract Amount:$312,000 Contract Date:2016 -Current Outcome: Working with Augustine truly helped put Discover Siskiyou on the map as a California destination.With increasing competition over the last few years among rural outdoor destinations,Augustine's creative and strategic work helped our destination stand out as a truly EPIC destination to explore,no matter the season. Reference No.3 Agency Name California Highway Patrol Contact Name Markus Holden Telephone &Email 916-843-3276 &mholden@chp.ca.gov Street Address 601 N.7th St. City,State,Zip Code Sacramento,CA,95811 Description of services provided including contract amount,when provided and project outcome Services:Website Design/Management,Marketing Campaigns,Branding,Content Creation Contract Amount:$2,200,000 Contract Date:2019 -Current Outcome:Working with Augustine has helped us not only meet but far surpass our benchmarks for driving new applications.Augustine's efforts have also helped solidify the California Highway Patrol's positioning as one of the most elite and sought-after law enforcement organizations in the U.S. 18CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. More than 15 years of experience with hospitality and tourism marketing Marketing solutions provider at every step of the consumer journey ROI-focused team, proven with data-driven results 40 clients between all offices Founded in 1996 Full-time staff of more than 50 employees serving offices in California, Texas and Nevada Privately held Experts in consumer behavior, public relations and retail marketing WHO WE ARE 19 WHAT WE DO OUR MARKETING DISCIPLINES BRAND DEVELOPMENT & TRADITIONAL ADVERTISING BUSINESS TO CONSUMER E-COMMERCE CONSUMER RESEARCH DATA & ANALYTICS CREATIVE STRATEGY & DESIGN DIGITAL MARKETING & SOCIAL MEDIA TRADE ADVERTISING B2B COMMS & COLLATERAL WEBSITE DESIGN & DEVELOPMENT EMAIL MARKETING EXPERIENTIAL MARKETING BRAND AUDIT STRATEGIC RECOMMENDATION CONSUMER INNOVATIONS & EDUCATION TRADE & CONSUMER PUBLIC RELATIONS REPORTING & MEASUREMENT FOOD & BEVERAGE SHOPPER MARKETING PHOTOGRAPHY & VIDEOGRAPHY INFLUENCER MARKETING CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. 20CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. AGENCY AWARD WINS 2024 Visit California Poppy Award Finalist | Best Brand Campaign under $1M: Destination, Discover Torrance 2024 ADDYS | Gold, Online Interactive, Mission Foods 2024 ADDYS | Gold, Out of Home/Ambient, Avocados from Mexico 2024 ADDYS | Silver, Online Interactive, Mission Foods 2024 ADDYS | Silver, Sales and Marketing/Collateral, Texas Department of Agriculture 2024 ADDYS | Silver, Sales and Marketing, Guerrero Foods 2023 Ad2Dallas 32 Under 32 | Sydnee Prince, Director of Digital 2023 ADDYS | Silver for Best Social Media Campaign, Mission Foods 2022 Visit California Poppy Award | Best Overall Brand Identity, North Lake Tahoe 2022 TACVB Destination Excellence Awards | 1st for Public Relations, Bastrop 2022 TACVB Destination Excellence Awards | 1st for Leisure Tourism Marketing, Bastrop 2022 TACVB Destination Excellence Awards | 1st for Community/Local Engagement, Bastrop 2022 ADDYS | Gold & Bronze for Best Social Media Campaign, Mission Foods 2022 ADDYS | Bronze for Best Point of Purchase Campaign and Sales Kit, Avocados From Mexico 2021 ADDYS, Silver Regional U.S. | Bronze National for Best Point of Purchase Campaign, Mission Foods 2021 ADDYS | Bronze for Event, Avocados From Mexico 2021 ANA B2 Award | Association of National Advertisers, Education B2B Shopper Program, Avocados From Mexico 2020 ADDYS | Bronze for Restaurant Innovation, Avocados From Mexico 2020 Visit California Poppy Award | Best Digital Marketing Campaign, North Lake Tahoe 2019 PRSA |Crisis Communication Campaign, Visit Conejo Valley 21CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CLIENT EXPERIENCE | TOURISM & HOSPITALITY 22 The below details current and past produce industry clients that Augustine has partnered with in the last five years. None of these partners present a conflict with San Luis Obispo. CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. DESTINATION CLIENTS AND CONFLICTS NORTH LAKE TAHOE CURRENT CLIENT - NO CONFLICT DOWNTOWN NAPA CURRENT CLIENT - NO CONFLICT DISCOVER SISIKYOU CURRENT CLIENT - NO CONFLICT DISCOVER TORRANCE CURRENT CLIENT - NO CONFLICT VISIT BASTROP CURRENT CLIENT - NO CONFLICT CONEJO VALLEY FORMER CLIENT - NO CONFLICT 23 YOUR AUGUSTINE TEAM JANETTE MAACK GROUP ACCOUNT DIRECTOR TONI ROMERO DEV OPS MANAGER ALAN ESKEW GROUP CREATIVE DIRECTOR MICHAEL MEZZANOTTE VICE PRESIDENT CREATIVE KALIE WHITSETT CHIEF OPERATING OFFICER LINDSAY MOORE VICE PRESIDENT CLIENT PARTNERSHIPS CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. SYDNEE PRINCE VICE PRESIDENT, DIGITAL JEREMY JONES ASSOCIATIVE CREATIVE DIRECTOR WYNN BURTON ART DIRECTOR SAM MALONEY CREATIVE DIRECTOR BRIANA BASOLO SENIOR ACCOUNT EXECUTIVE 24 CLIENT PARTNERSHIPS JANETTE MAACK GROUP ACCOUNT DIRECTOR Janette Maack, Group Account Director: Janette leads our Client Partnership team of destination marketing experts and will serve as your primary day-to-day contact. She will lead meetings and presentations from the agency side and drive strategic planning and tactical execution with our team. Janette should be considered as contract manager and primary contact. She's been with Augustine for over two years. LINDSAY MOORE VICE PRESIDENT CLIENT PARTNERSHIPS Lindsay Moore, VP, Client Partnerships: Lindsay leads our Client Partnerships team and will partner with agency leadership to ensure proper account and project management, oversee development of the strategic plan and will monitor tactical execution of the plan. Lindsay has been with Augustine for almost 11 years. CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. BRIANA BASOLO SENIOR ACCOUNT EXECUTIVE Brianna works to support Janette and collaborates with the agency's various teams to monitor day-to- day activities on project execution on the account. She has been with the agency for more than a year. Our Visioneers work best with clients who are involved and engaged in the work we produce. We love collaborating, strategic planning, working sessions and any other opportunities to join forces with our clients, operating as a true extension of their team. Weekly status calls are a key element of success when collaborating with our client partners. The meetings provide the opportunity to share project updates, ask questions, work with our clients for any approvals needed, and anticipate upcoming needs to ensure the team is always working as far ahead as possible. We also love creative presentations or any other meeting that allows the team to share strategic insights and the rationale behind our work and recommendations. We’re available 24/7 and pride ourselves on the level of proactive and organized communication we provide for our partners. Outside of regular status meetings or presentations, our team loves any opportunity to collaborate. From annual planning meetings to joining a call with a potential marketing partner to help strategize about the next big event that will drive traffic to San Luis Obispo. Augustine’s Visioneers appreciates any opportunity to have a seat at the table and support all aspects of your business, regardless of the team focused on execution. 25 25CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CREATIVE SERVICES - PROCESS & APPROACH STRATEGIC, DISRUPTIVE AND EFFECTIVE CREATIVE BUILT TO REALIZE VISIONS AND GOALS Scalable, agile and thorough, Augustine’s tried and true Destination Marketing Creative Process is rooted in strategy, asking ”why” before we determine “how.” This allows us to build creative that not only inspires and educates audiences but also emotionally connects and drives action. The following flow charts are examples of how our process scales for campaigns of different sizes and needs. INITIAL LARGE SCALE BRAND AND CAMPAIGN INITIATIVES Used to determine new evergreen and multi-season campaigns along with branding or rebranding initiatives. Discuss your creative process and how that process is scaled for campaigns of different sizes. Part 1. CREATIVE PROCESS Discovery and Research Onboarding, brand and destination immersion, audience insights and personas, industry trends, creative audit and analytics review, assets audit, competitive analysis, stakeholder interviews. Campaign/Brand Platform Development of a campaign/brand platform which includes: attributes, value proposition, differentiating factors, key messaging pillars and positioning. Creative Strategy The strategic approach to accomplish our objectives and creative genius – disruptive, memorable creative that motivates action and connects emotionally with key audiences along the user journey. Finding the insights that spark ideas. We uncover the true essence of a destination and the optimal visitor experience and connection. Inspiration 1 2 3 4 Creative Development Development of messaging including but not limited to: names, taglines, campaign hooks, headline and body copy examples. The development of logos and/or key visual art direction depicts how design and photography elements combine with copy to form a composition. Creative Testing We determine if our creative resonates with audiences before we present it, testing a number of concepts (messaging and visuals) to determine the most effective. This gives you the ultimate confidence in our creative. Our testing process is sensitive to time, allowing us to be nimble and informed. Execution and Optimization Once approved, creative elements are built to align with key segments and media, then launched. But it doesn’t stop there - we optimize creative based on performance analytics throughout the year. 5 6 7 26 26CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CREATIVE SERVICES - PROCESS & APPROACH SMALL SCALE BRAND AND CAMPAIGN INITIATIVES Used to for incremental and/or limited time initiatives along with small scale branding projects such as events or sub-brands under a parent brand. Discuss your creative process and how that process is scaled for campaigns of different sizes. Part 2. Research and Insights Audience insights, industry trends, creative audit and analytics review, competitive analysis. 1 Finding the insights that spark ideas. We uncover the true essence of a destination and the optimal visitor experience and connection. Inspiration 2 Creative Strategy Utilizing an existing brand/campaign platform and guidelines we will develop a strategic approach to accomplish our objectives and creative genius – disruptive, memorable creative that motivates action and connects emotionally with key audiences along the user journey. 3 Development of messaging including but not limited to: names, taglines, campaign hooks, headline and body copy examples. The development of logos and/or key visual art direction depicts how design and photography elements combine with copy to form a composition. Creative Development 4 Once approved, creative elements are built to align with key segments and media, then launched. But it doesn’t stop there - we optimize creative based on performance analytics throughout the year. Execution and Optimization 5 27 27CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CREATIVE SERVICES - PROCESS & APPROACH OUR CREATIVE SERVICES WILL UNCOVER AND AMPLIFY THE TRUE ESSENCE OF A BRAND AND BRING IT TO LIFE IN RELATABLE, IMPACTFUL AND EFFECTIVE WAYS. For Visit San Luis Obispo our Creative Services will be utilized in variety of ways. From partaking in initial discovery and concepting campaign and brand strategies to multimedia creative production, creative will work in tandem with our Client Partnership, Digital, Social Media and PR teams to provide strategic integrated 360 solutions. How will you utilize creative services for Visit San Luis Obispo? HOW OUR IN-HOUSE CREATIVE TEAM WILL BE UTILIZED ACROSS ALL CHANNELS (PRINT, DIGITAL, SOCIAL, PR and EVENTS): Creative Production Video Editing and Motion Graphics Photo and Video Production Creative Concepting Art Direction and Graphic Design Creative Strategy and Planning Copywriting and Content Development Creative Presentations Creative Testing And Focus Groups Creative QA and Proofing Storyboarding and Scripting Brand and Campaign Development 28 28CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CREATIVE SERVICES - PROCESS & APPROACH THE FOUNDATION OF OUR CREATIVE APPROACH For Visit San Luis Obispo our Creative Service team will define the intangible vibe and essence that differentiates the destination from competitors. We also believe that education that leads to inspiration. By educating audiences on the destination’s attributes, activities, amenities and geographical makeup we can drive multi-night and return visitation. Lastly, our creative will focus on creating emotional connections with key audience segments, setting a foundation for brand loyalty and relatability. How will you utilize creative services for Visit San Luis Obispo? DIFFERENTIATE Optimize our value proposition and how we are positioned against competitors to define ownable territories for the brand and its communications. EDUCATE Education leads to inspiration and has the power to drive multi-night stays and return visitation. We believe in education through compelling and relatable creative and content across all channels. EMOTIONALLY CONNECT Its all about the serving the right creative at the right time and place to the right people. Connection is key in driving brand interaction, inspiration and loyalty. We define what makes our audience tick and align creative solutions to that connect. 29 29CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CONTENT DEVELOPMENT CONTENT STRATEGY AND DEPLOYMENT The foundation of our approach comes from a strong content strategy which aligns with our overarching brand strategy and meets business objectives. We develop a solid brand framework that will provide the proper guide to build a stronger brand and help engage your target audiences. Destination Marketing has taken on a different meaning the last few years, now being completely driven by the need for unique, engaging, educational and inspiring content. This content is utilized across a variety of channels, such as paid campaigns, social media channels, websites, blog posts, email, visitor itineraries, media and partner relations and more. The content developed serves as the foundation for all marketing tactics being executed throughout the year. CONTENT PILLARS Within our content strategy we would outline content pillars which consist of key territories and initiatives that align with brand strategy and business objectives. These pillars will allow us to consistently and effectively communicate the experiences and offerings of the destination. How would you use content to help communicate the experiences and offerings in San Luis Obispo? Group Travel Inspiration for group travel including, meetings, conferences and weddings. Opportunistic This includes current pop culture, trends or incremental brand initiatives Education & Inspiration Including activities, attractions, amenities, locations, road tripping and itineraries Events & Seasonality Focuses on current and upcoming events along with seasonal specific content Responsible Travel Communicates sustainability efforts along with responsible travel practices Lodging Highlights places to stay and the lodging experiences in the destination Local Spotlight Highlights local ambassadors, culture and in-market efforts. Accessibility & DEI Focuses on how the destination can be enjoyed by all 30 30CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. CONTENT DEVELOPMENT OWNED CONTENT STRATEGY Content marketing across Visit SLO owned channels will serve as a key tactic to keep fans engaged and encourage repeat visitation, as well as increase length of stay and in-market spending. By consistently developing fresh content for social media, website and email, we can ensure that travelers will always find something new to discover on their next trip to San Luis Obispo. Our owned content strategy will also align seamlessly with paid and earned messaging to ensure a holistic 360 approach that will keep travelers coming back to SLO time and time again. What role do you see content on owned channels like the website and email in the marketing program for Visit San Luis Obispo? SOCIAL MEDIA Tap into trends, utilize UGC, leverage the evolution of social platforms as search engines, prioritize video content. WEBSITE Highlight depth of experience, prioritize lodging and things to do, produce regular blogs and itineraries that boost return visitation and keep travelers engaged. EMAIL MARKETING Feature upcoming events, lodging specials, itineraries, and other resources for travelers to keep SLO top of mind for planning upcoming trips. 31 31CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. BRAND MANAGEMENT OUR APPROACH As agency of record and stewards of Visit San Luis Obispo we would build our marketing plans to continually optimize and elevate the brand, while focusing on increasing conversion rates, visitor spending and ultimately YOY growth. Our approach would be to look for strategic opportunities to expand the brand’s audience, ownable territories and overall reach, while increasing emphasis on responsible travel efforts to help maintain the beauty of the destination for generations to come. BRAND STEWARDHIP AND BRAND AMPLIFICATION To amplify the overall brand we will infuse new and innovative thinking to expand the brand’s reach and further build a loyal audience base. To do so we will center our approach around innovation in the spaces below: Our approach to serving as the steward for the Visit San Luis Obispo brand and recommendations for overall brand amplification. Visual and Messaging Elevation Explore trends in design, content, photography and video to push the brand into a disruptive space. Experiential Plus Up Share our brand in new markets in interactive ways using digital technology and traditional experiential methods. New Audiences & Markets Find opportunities to pull additional audiences from new markets and drive them to the destination. Partnerships Showcase the lifestyle and essence of the brand through unique partnerships, which can include: lifestyle and retail brands, influencers or partner destinations. Sales Team Support Work closely with sales teams to provide expanded and effective materials to drive leads and sales. Innovation and AI Incorporate cutting edge innovation such as AI, AR, geolocation and incentive program technology to create tools that allow visitors to have a more customized experience with the destination. 32 32CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. MARKETING STRATEGY DISCOVERY & RESEARCH The development of an overarching marketing strategy for Visit San Luis Obispo will be data and insights-driven, beginning with in-depth Discovery. Our team will immerse themselves in the SLO destination as a visitor would experience it as well as conduct interactive sessions with key stakeholders. Following the Discovery process, our team will conduct extensive research along with a full SWOT and competitive analysis, which will serve as the foundation of the marketing plan. Key factors such as seasonality, need periods for lodging, and groups/meetings initiatives will all be analyzed and play into the strategy developed. Current travel trends as well as industry data from sources such as STR reports will also play a significant role in developing a successful and impactful marketing plan for Visit San Luis Obispo. BRAND MESSAGING DEVELOPMENT Augustine will then work to develop Brand Personas, Brand Pillars, and a messaging strategy that includes brand voice and tone to serve as a guiding North Star that ensures consistent communication across paid, earned and owned channels. INTEGRATED MARKETING STRATEGY The marketing strategy will encompass a 360-approach in which paid, earned and owned channels will work together to achieve the marketing goals for the year. Because Augustine handles all tactics in- house, we can ensure a consistent and holistic strategy across all Visit San Luis Obispo marketing channels. Discuss your marketing plan development process. How would you approach the development and execution of the overarching marketing strategy for Visit San Luis Obispo? 33 33CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. PAID MEDIA PLANNING Our team prides themselves on providing strategic solutions that achieve goals and drive results. To effectively purchase paid media for Visit San Luis Obispo, the most important factor is understanding the ideal target audience for prospective travelers. At the planning phase of a media campaign comes from a variety of sources and will be utilized for different components of the campaign. We pull data from both first- and third-party data sources to ensure our recommendations come from impartial and trusted industry data experts. We apply qualitative research such as age, ethnicity, geography, income, and media preferences to ensure we use best practices and are reaching the full spectrum of the target audience. This data is used to assist in making the following recommendations to the plan. Once a target audience is determined, we research to understand when, where and how they consume media to meet them in all stages of the consumer journey from consideration to intent. Augustine will employ several tools to analyze results from paid media tactics. Some tools will include SEMrush, Google Analytics 4, BrandWatch, Google Ads, Supermetrics and more. Our purchasing decisions are driven by travel insights, audience engagement, and digital trends. Using impactful tactics for tourism, our strategy will be developed is to meet web lift, event interest, and visitation leads separated out by seasonal visitor’s locally and national travelers over a year. Our team of digital experts overseeing weekly results to ensure optimization and full delivery of the media plan. On a monthly basis, we provide full detail of campaign analytics reviewing tactic performance, optimizations and KPI’s to ensure metrics are being delivered. We are constantly gathering information that feeds the campaign and drives best results. At the conclusion of the campaign, we provide a detailed end of campaign report. Augustine uses digital media to build connected experiences and long-term relationships with consumers. This means employing all digital tools at our disposal to evolve CRM beyond the mere collection of data and transactions — resulting in 360-degree consumer engagement. Our focus is on creating a seamless path to conversion. To do so, we employ digital channel marketing tactics and create an effective mix of targeting tools to engage with intended audience segments, boost exposure, drive qualified conversions and website traffic. META GOOGLE DISPLAY/NATIVE VIDEO AUDIO HIGH IMPACT TIK TOK INFLUENCERS 34 34CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. ANALYTIC REPORTING Augustine believes in a full circle and transparent analytic approach that begins in the strategy development phase of a campaign and ends by providing audience and brand insight to future initiatives by the internal sharing and using of post campaign analytic data. Real time dashboards allow a holistic view of campaign performance which allows for seamless optimization. Reporting insights from paid social, search and display tactics will include impressions, clicks, conversions, and click- through-rates. Augustine partners with Adara for programmatic media placement. For hotel and travel display tactics, reporting insights will include monthly flight and hotel search volume and bookings, length of stay for travelers, total travelers, total nights booked, and hotel revenue attributed to the campaign. These programmatic tactics will allow the TBID Board to monitor travel trends with tangible insights based on travel consumer behavior monthly, seasonally, and yearly. Key Performance Indicators are tracked and reported on for all tactics and touchpoints within the Marketing Plan, ultimately all laddering up to monitoring occupancy rates. BIG QUERY BRAND LIFTCAMPAIGN MANAGER PATH-TO- CONVERSION CUSTOMER CONVERSATION 35CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. DIGITAL CAMPAIGN PROCESS PLANNING SEARCH EXECUTION OPTIMIZATIONS REPORTING PLANNING—All: •Campaign Kickoff with Key Stakeholders PLANNING—Augustine: •Audience Segmentation •Market Analysis and Media Recommendations •Impression Deliverables by Audience •Preferred Media by Age •Creative Strategy and Creation SEARCH—Augustine: •Ad Build Creation •Tactic Flighting SEARCH—Client: •Build Feedback •Approval SEARCH—Augustine: •Revisions and Implementation OPTIMIZATIONS—Augustine: •Paid Media Recommendations •Optimization Approvals OPTIMIZATIONS— Client: •Paid Media Feedback Augustine provides campaign reporting bi-weekly which includes high level campaign performance and optimization call outs. Additionally, Augustine provides in-depth monthly reporting to review KPIs and industry trends. These monthly reviews allow the team to optimize campaigns based on past performance. In addition to biweekly and monthly reports, quarterly business reviews and annual reports allow the Agency and client to review campaign performance and plan for future campaigns. EXECUTION—Augustine: •Pacing and QA •Trafficking Receipt •Launch REPORTING—Augustine: •Bi-Weekly Optimization Report •Monthly Review of KPIs •End of Campaign Report •Annual Reviews 36 36CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. ORGANIC SOCIAL SOCIAL OVERVIEW Our team of social media strategists combines social trend forecasting, captivating creative, targeted audience messaging and analytics to build engagement and increase social ROI. OUR SOCIAL MEDIA MARKETING CAPABILITIES •Content Strategy •Social Account Audits and Strategy •Industry Insights •Competitive Landscape Assessment •Social Listening •Reporting and Analysis •Planning/Scheduling Content •Custom Content Curation •Community Management •Influencer Campaigns •Social Contest Management •Event Support •Live On-Site Coverage META INSTAGRAM YOUTUBEPINTEREST X/TWITTER TIK TOK INFLUENCERS THREADS 37 37CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. ORGANIC SEARCH + WEBSITE Search Engine Optimization is an efficient way of bringing potential visitors to Visit San Luis Obispo’s website through search engines by leveraging keywords with high interest to surface at the top of the page. A strong SEO strategy includes everything from key words to proper tagging on the website to remain relevant within Google. A well-optimized website not only improves its chances of ranking higher in search engine results but also provides a seamless and enjoyable experience for visitors. Augustine measures website success by tracking monthly visitors, sessions, new users, average engagement time, top landing pages by engagement rate, top channel sources by sessions, bounce rate and more. For our travel destinations, our key goal for the website is to achieve more heads in beds. For Visit San Luis Obispo, our success metric for website would be tracking conversions on hotel/lodging pages and book now events. 38 38CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. WEBSITE MANAGEMENT DEVELOPMENT Our web process begins with the consumer and works toward the technology—allowing us to create captivating digital experiences that effectively attract, connect and engage target consumers with our clients’ brands. OUR WEBSITE CAPABILITIES: •UI/UX •Web design •Web programming and development •Web hosting •Search Engine Optimization (SEO) •Custom CMS (Content Management Systems) •Customer Relationship Management (CRM) systems •Mobile applications UI/UX BOOK NOW CONVERSION S ANALYTICS MOBILE ENGAGEMEN T 39 39CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. WEBSITE SUPPORT MONTHLY MAINTENANCE •Prioritized Website Edits: Our team organizes website edits in priority order to ensure that urgent updates are addressed promptly, while also planning for longer-term enhancements strategically. •Efficient Communication Channels: We facilitate easy communication for website edits, allowing requests via email or during partner check-ins. This streamlined process ensures that feedback and adjustments are integrated efficiently. •Dedicated Project Management Support: Throughout the duration of our contract, we provide comprehensive project management support to ensure that all tasks are completed within agreed-upon timelines, budget constraints, and quality standards. This includes regular check-ins to review project status and address any emerging issues promptly. •Transparent Project Status Reviews: During partner check-ins, we conduct thorough reviews of project status, discussing progress, challenges, and any necessary adjustments. This transparent approach fosters collaboration and ensures alignment with project objectives. PROCESS •Website Kick-off Meeting: We commence our engagement with a comprehensive kick-off meeting, during which we gather requirements, define goals, and establish key milestones. This initial step sets the foundation for a successful collaboration. •Wireframe and Sitemap Review: We develop wireframes and sitemaps to visualize the website structure and user experience. These are meticulously reviewed with the client to ensure alignment with their vision and objectives before proceeding to the design phase. •Homepage and Key Pages Review: Once the initial design concepts are developed, we present the homepage and key pages for review and feedback. This iterative process allows us to incorporate client input effectively and refine the design to achieve the desired outcome. •Full Site Build-Out Review: Following approval of the design concepts, we proceed with the full site build-out, ensuring that all elements are implemented according to specifications and best practices. Throughout this phase, we maintain open communication with the client to address any concerns and ensure satisfaction with the progress. •Internal Staging Links Review: Prior to the final deployment, we provide internal staging links for the client to review the website in a simulated environment. This allows for thorough testing and ensures that all functionalities perform as intended before the site goes live. Experience Inheriting an Existing Website: Our agency has extensive experience inheriting existing websites and seamlessly integrating them into our workflow. Whether taking over from an in- house team or another agency. •It starts with a comprehensive audit to assess the current state of the website. •We then identify areas for improvement and prioritize enhancements based on the client's goals and objectives. Our team excels in understanding the underlying architecture and codebase of WordPress-based sites, enabling us to efficiently navigate and customize them to meet the client's evolving needs. Familiarity and Experience with WordPress-based Sites: WordPress is a core component of our agency's expertise. Our team is proficient in leveraging the platform's robust features and extensive ecosystem of plugins and themes to create highly customized and scalable solutions. We have the knowledge and experience to maximize the potential of WordPress while ensuring security, performance, and ease of use for both administrators and end-users. 40 40CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. RESEARCH & ANALYTICS Augustine’s Innovation & Strategy Team leverages a blend of data sources and research methodologies to craft a strategy that is both insightful and impactful for our clients. Our approach, customized for the travel and tourism industry, provides deep consumer insights, and facilitates creative testing. Media Consumption Insights: •Objective: Understand the channels through which potential visitors consume media and seek travel information. •Methodology: Deploy analytical tools that provide insights into media habits, focusing on identifying the most effective channels for engaging with travel-minded audiences. •Omni-Trends and Behaviors: •Objective: Investigate how consumers research, plan, and book travel experiences. •Methodology: Analyze data from studies on the omnichannel shopping journey specific to the travel industry, pinpointing critical touchpoints for engagement throughout the consumer decision-making process. Creative Testing Overview: •Early-Stage Innovation: Use consumer insights to inform initial campaign concepts, employing advanced analytics to measure audience reactions to creative proposals. •Creative Testing (Pre-Launch): Employ methodologies for testing visual assets and campaign materials, optimizing for impact and engagement based on predictive analysis. •In-Market Campaign Testing: Implement continuous monitoring of campaign performance, adapting strategies based on real-time data to ensure ongoing effectiveness and relevance. Comprehensive Consumer Insights: Objective: Develop a nuanced understanding of potential visitors' preferences, motivations, and behaviors. Methodology: Utilize platforms specializing in consumer insights, focusing on travel preferences, destination appeal, and decision-making factors relevant to tourism. This includes both 1st party data gathered from direct consumer interactions and 3rd party data from reputable sources within the travel and tourism industry. Trend Identification and Strategy Formulation: Objective: Stay ahead of emerging travel and tourism trends that could influence interest in the destination. Methodology: Engage with data sources that track consumer patterns, applying these insights to anticipate shifts in travel behaviors and preferences, ensuring the destination remains a top choice. Bespoke Market Research: Objective: Tailor research efforts to uncover specific insights about the destination’s unique opportunities and challenges. Methodology: Conduct both qualitative and quantitative research, including surveys, focus groups, and panel research, to gather comprehensive views on proposed campaign themes, taglines, and names. This approach ensures strategies are closely aligned with target audience expectations. 41 41CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. RESEARCH & ANALYTICS A Selection of Analytical Tools Utilized Our strategies are informed and supported by a curated suite of analytical tools that provide rich insights and data. Below are examples illustrating the diversity and depth of resources we draw upon: •Website and User Analytics: Utilizing tools like Google Analytics, we gain a detailed understanding of website visitor behaviors, demographics, and preferences. •Social Media Insights: Platforms such as Facebook Insights equip us with robust engagement data, helping us fine-tune our social media strategies. •Industry Trend Analysis: In-depth research from sources like Skift Research guides us through the intricacies of travel industry trends and consumer behaviors. •Current Travel Trends: For the latest in travel dynamics, we turn to platforms like Travel Pulse to stay informed of the most current challenges and opportunities within the industry. •Digital Marketing Intelligence: Insider Intelligence provides us with a comprehensive overview of digital marketing, media, and commerce trends, which are crucial for mapping out travel information consumption patterns. •Market Research: Mintel's market reports deliver critical insights into consumer trends, market analyses, and the competitive landscape, all tailored to the travel industry. This is just a snapshot of the diverse analytical tools at our disposal, each contributing to a holistic understanding that informs every facet of our strategic planning. Strategic Solutions for Travel and Tourism: •Our strategy integrates insights from across the consumer behavior spectrum, tailored for the travel and tourism sector. •We adopt a holistic approach, considering insights from both direct consumer interactions and broader market analyses, facilitated by cross-functional collaboration. •Continuous adaptation and strategic agility are key, supported by ongoing research studies, surveys, and panel research to refine and optimize campaign strategies. 42 42CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. PR TOOLS MUCK RACK The PR team utilizes Muck Rack to streamline the PR process, from initial media outreach to reporting metrics. Muck Rack monitors more than 600,000 global news sources and more than two million articles per day, spanning online, TV, radio, newsletter and print media. With this tool, we're able to track specific details of a piece of earned coverage, including the outlet's UVPM and the AD value of each article. This provides your team insight to how much each earned media article is worth - and just how much you're saving with your PR strategy. Muck Rack also allows us to monitor trends across the industry, which allows us to keep a close eye on the news outlets and media contacts who are currently covering, or have covered, San Luis Obispo and competing destinations. Lastly, Muck Rack allows us to create our own custom searches, so we can always be up-to-date on industry trends. 43 43CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. TRAVEL AND ADMINISTRATION TRAVEL AND ADMINISTRATION Augustine prides itself on being an agency of collaboration, working side-by-side with the Visit SLO team and key stakeholders for the City of San Luis Obispo. We would expect to join board meetings to support productive conversations that move marketing and advertising efforts forward. The group of destination marketing experts we have assigned to your account are California residents, living within driving distance of the destination, which makes in-person meetings a must. Our Client Partnership team will serve as day-to-day leads on your account, coordinating with other craft teams and departments throughout the agency to build strategy and execute on the marketing plan. This group will serve as primary contacts, communicating with the Visit SLO team and outside partners and would plan to attend all meetings. Bringing additional team members may also be a recommendation depending on the specifics of the meetings. CALIFORNIA HIGHWAY PATROL 44 BRAND BUILDING + RECRUITMENT INNOVATION CASE STUDY EDUCATE THE AUDIENCE: CHP 45 THE OPPORTUNITY With the growing need for standout content within a social media landscape of ever-increasing noise, California Highway Patrol’s Recruitment Division needed to find a way to stop their target audience of 18-35 year olds in their scrolling. The CHP also needed a way to position itself as a cutting-edge agency that offers not only a stable career, but a “cool job” that is so much more than just writing tickets. EDUCATE THE AUDIENCE: CHP 46 THE VISION Through extensive audience research and testing, Augustine knew that this target segment had a specific affinity for cars and motorcycles, and this factor often contributed to new applicants’ interest in a career with CHP. Capitalizing on this, Augustine developed two social media breakout clips for use in paid Recruitment advertising which utilized emerging video editing technology to be disruptive on channels that are over-saturated with content. EDUCATE THE AUDIENCE: CHP 47 THE RESULTS In just five short months, Augustine reversed the year-over-year decline in applications. The Made for More campaign reached almost 11% of the targeted California population and garnered results unmatched by other top law enforcement agencies throughout the United States. The social media breakout clips alone produced 905 new CHP applications and earned an overall engagement rate more than triple the industry average. Video Link: https://vimeopro.com/augustineagency/vist-slo-augustine-agency 48 48CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. WORK PROGRAM MONTHS WEEK WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5STRATEGIC MARKETING PLANNING IN MA RK ET WEBSITE SUPPORT IN MA RK ET Website Maintenance CAMPAIGN DEVELOPMENT IN MA RKResearch, Analytics, Innovation IN MAConcepting (Includes Creative Testing) IN MA Production IN MAPAID MEDIA PAID MEDIA STRATEGY AND PLAN IN MAFY24/25 Shoulder Season Campaign FY24/25 Seasonal Campaign SOCIAL MEDIA STRATEGY SOCIAL MEDIA CALENDAR PHOTOSHOOT(S) QUARTERLY BUSINESS REVIEW MONTHLY REPORTING ANNUAL REPORT SAN LUIS OBISPO JULY 2025 - JUNE 30 2026JulyAugustSeptember October November December January February March April May June FY25/26 Marketing and Advertising Plan Development FY26/27 Planning FY26/27 Review & Budgeting MONTHS WEEK WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5WK 1WK 2WK 3WK 4WK 5BRAND AUDIT & ONBOARDING IN MA RKSTRATEGIC MARKETING PLANNING IN MA RK ETWEBSITE ENHANCEMENTS DESIGN & DEVELOPMENT IN MA RK ET Research & Current Site Access Executive Summary and Project Plan Design IN MA Development Launch Website Maintenance CAMPAIGN DEVELOPMENT IN MA RKResearch, Analytics, Innovation IN MA Concepting (Includes Creative Testing) IN MA Production IN MAPAID MEDIA PAID MEDIA STRATEGY AND PLAN IN MAFY24/25 Shoulder Season Campaign FY24/25 Seasonal Campaign SOCIAL MEDIA STRATEGY SOCIAL MEDIA CALENDAR PHOTOSHOOT(S) QUARTERLY BUSINESS REVIEW MONTHLY REPORTING ANNUAL REPORT JuneSAN LUIS OBISPO JULY 2024 - JUNE 30 2025 MayJulyAprilAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarch Augustine Offices ClosedFY24/25 Marketing and Advertising Plan Development FY25/26 Planning FY25/26 Review & Budgeting BUDGET HOURS $ 17,500.00 116 $ 4,500.00 30 $ 4,500.00 30 $ 4,500.00 30 $ 35,000.00 233 $ 15,000.00 100 $ 1,200.00 8 $ 20,000.00 133 $ 10,000.00 66 $ 1,200.00 8 $ 20,000.00 133 $ 10,000.00 66 $ 54,000.00 360 $ 78,000.00 520 $ 15,000.00 150 90,000.00$ 600 FY24/25 Online/Offline Paid Media 769,600.00$ 2583 FY24/25 Total Budget:1,150,000.00$ BUDGET HOURS $ 4,500.00 30 $ 4,500.00 30 $ 4,500.00 30 $ 15,000.00 100 $ 1,200.00 8 $ 20,000.00 133 $ 10,000.00 66 $ 1,200.00 8 $ 20,000.00 133 $ 10,000.00 66 $ 54,000.00 360 $ 78,000.00 520 $ 15,000.00 150 90,000.00$ 600 FY25/26 Online/Offline Paid Media 822,100.00$ 2234 1,150,000.00$ 2,300,000.00$ 4817 BRIEF CONCEPT DEVELOPMENT AND APPROVAL (4 WEEKS) 1) Planning/Inspiration 2) Team Brainstorm 3) Headline/Tagline Development (Including approved usage research) 4) Headline/Tagline Internal Approvals (Including usage approval review) 5) Headline/Tagline Client Share and Approval 6) Concept Development 7) Concept Testing 8) Internal Approvals and Revisions 9) Presentations/Revisions - Standard 3 Rounds ASSET DEVELOPMENT (3 WEEKS PRINT/3WEEKS DIGITAL) 1) Element Build Out for Selected Concept Based on Brief 2) Internal Approvals and Revisions 3) Presentations/Revisions - Standard 3 Rounds FINAL CLIENT APPROVAL (1 WEEK) 1) Augustine Receives Final Approval TRAFFIC ASSETS (1 WEEK) 1) Package Final Files 2) Internal Approvals and Revisions 3) File Upload TRAFFIC DIGITAL ASSETS Package Final Files & Upload Resources: Production Designer Digital IN MARKET ---Quarterly Business Reviews (QBR) includes reporting per channels, key learnings, industry insights, recommendations, opportunities, innovation ideas and recommendations for upcoming campaigns, as well as paid media planning. ---Standard process represented per program. Brief details could adjust the timeline and resources based on specific program or concept selected within the program. ---Standard feedback turn around time is 48 hours, standard Augustine revisions turn around time is 48 hours. BRIEF (1 WEEK) 1) Augustine and Client Kickoff 2) Augustine Receipt of Brief 3) Project Plan Development RESEARCH AND STRATEGY (2 - 6 WEEKS) 1) Conduct market research to understand current trends, consumer behavior, and competitive landscape. 2) Analyze data to uncover actionable insights to shape the program's direction. 3) Develop a strategy aligned with the brief's objectives. RESEARCH/ STRATEGY Resources: VP Innovation, Group Creative Director, Group Account Director, Project Management Director CONCEPT DEVELOPMENT & APPROVAL 3 Rounds Concepting Resources: Ex. Creative Director, VP Creative, Sr. Copywriter, Group Creative Director, Creative Director, Art Director ASSET DEVELOPMENT AND PRODUCTION 3 Rounds Development Resources: Sr. Copywriter, Creative Director, Art Director, Production Designer FINAL ASSET APPROVAL TRAFFIC PRINT ASSETS Package Final Files & Upload Resources: Production Designer FY25/26 Marketing and Advertising Plan Development - $4500/30hrs FY26/27 Planning - $4500/30hrs FY26/27 Review & Budgeting - $4500/30hrs FY24/25 Campaign Development, Seasonal Promotion Concepting (Includes Creative Testing) - $20,000/133hrs FY24/25 Campaign Development, Seasonal Promotion Production - $10,000/66hrs FY24/25 Paid Media Strategy, Management, and Optimization - $54,000/360hrs FY24/25 Social Media Strategy and Content Development/Creation - $78,000/520hrs FY23/24 Annual Report - $15,000/150hrs FY24/25 Account Strategy and Project Management - $90,000/600hrs FY25/26 Website Maintenance - $15,000/100hrs FY25/26 Campaign Development, Shoulder Season Research, Analytics, Innovation - $1200/8hrs FY25/26 Paid Media Strategy, Management, and Optimization - $54,000/360hrs FY25/26 Social Media Strategy and Content Development/Creation - $78,000/520hrs FY24/25 Annual Report - $15,000/150hrs FY25/26 Campaign Development, Shoulder Season Concepting (Includes Creative Testing) - $20,000/133hrs FY25/26 Campaign Development, Shoulder Season Production - $10,000/66hrs FY25/26 Campaign Development, Seasonal Promotion Research, Analytics, Innovation - $1200/8hrs FY25/26 Campaign Development, Seasonal Promotion Concepting (Includes Creative Testing) - $20,000/133hrs FY25/26 Campaign Development, Seasonal Promotion Production - $10,000/66hrs FY25/26 Account Strategy and Project Management - $90,000/600hrs FY25/26 Total Budget GRAND TOTAL FY24/25 and FY25/26 FY24/25 PROJECT FY25/26 PROJECT FY24/25 Website Maintenance - $15,000/100hrs FY24/25 Campaign Development, Shoulder Season Research, Analytics, Innovation - $1200/8hrs FY24/25 Campaign Development, Shoulder Season Concepting (Includes Creative Testing) - $20,000/133hrs FY24/25 Campaign Development, Shoulder Season Production - $10,000/66hrs FY24/25 Campaign Development, Seasonal Promotion Research, Analytics, Innovation - $1200/8hrs FY24/25 Brand Audit, Onboarding, Discovery -$17,500/116hrs FY24/25 Marketing and Advertising Plan Development - $4500/30hrs FY25/26 Planning - $4500/30hrs FY25/26 Review & Budgeting - $4500/30hrs FY24/25 Website Enhancements - Design and Development - $35,000/233hrs 49 49CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. BUDGET 50CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. LET US HELP YOU REALIZE YOUR VISION 51 51 APPENDIX CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2024. 52CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. NORTH LAKE TAHOE BRANDING CAMPAIGN 53CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE OPPORTUNITY Develop a brand that will position North Lake Tahoe as a four-season destination, reinforcing the multi-town experience. •Attract and motivate audiences by evoking emotion and creating deeper connection through positioning, visuals and copy •Increase awareness of experiences and activities throughout the destination •Strengthen brand loyalty and positive sentiment among target audiences •Highlight differentiating factors of the destination, supporting North Lake Tahoe’s positioning as an ideal location •Leverage travel trends and consumer journey insights 54CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE VISION •New branding ensured NLT would appeal distinctly different and fresher than other destinations. •The It’s Human Nature campaign was developed to connect to audience across multiple touchpoints: video, print, digital, outdoor, radio, email, social media, native and search. 55CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE RESULTS •Campaign influenced $488 million in visitor spending, for a ROI of $756 for every $1 spent on paid media •Paid marketing efforts influenced 245,304 trips to the destination •More than 731,000 room nights booked •Ad-aware groups stayed longer in the destination and experienced more, therefore spending more •Average Trip Spending: $1,990 •Paid media and organic efforts drove nearly 675,000 unique users to the site who spent an average of 1.5 minutes on the site per session •Campaign yielded a 32% ad recall. The cost per aware household was $0.16, where the benchmark for this is $0.54 •Winner of prestigious Visit California Poppy awards: •Best Overall Brand Identity •Best Digital Campaign 56CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. DISCOVER SISKIYOU SISKIYOU EPIC IN EVERY DIRECTION CAMPAIGN 57CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE OPPORTUNITY Discover Siskiyou wanted to create a new campaign to attract California road-trippers to the destination, build brand awareness and share the variety of experiences that can be had in each of their four regions, no matter the season. 58CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE VISION Research told us that there are many options for people who want to travel to destinations in California, but Siskiyou offers a different experience for an elite group of outdoor enthusiasts that want more out of a getaway. And that’s what Millennials are looking for (80% of young consumers seek a unique travel experience, not the tried and true). They want something more. Something emotional. Something EPIC. The EPIC in Every Direction campaign was created to amplify the emotional connection with this key audience by showing immersive experiences through unique photography angles and unexpected perspectives. After all, with four unique areas, Siskiyou is Epic in Every Direction. The campaign connected to audiences through social, digital ads, out of home and short and long-form print. 59CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE RESULTS Siskiyou invited travelers to take it to the edge of the unforgettable and it resonated. We placed seasonal billboards in key areas along some of California’s most traveled freeways to show Discover Siskiyou in a truly epic, larger than life way. Paired with digital retargeting ads, this campaign reached over 13 million CA travelers and earned an overall CTR of more than double the standard benchmark. BILLBOARDS: CTR .34% – almost 3x the industry average of .13% DIGITAL: Meta CTR: 2% and Meta Engagement Rate: 2.8% —well above the industry average of .9% Clients were thrilled that the impact was seen the very first week. Take it from our client, Heather Dodds, Director of Marketing at Siskiyou who says, “Working with Augustine is what set our destination apart. Our first-ever billboards paired with the digital retargeting ads finished strong with our CTR well above the industry average, which was so awesome to see.” With a CTR above the industry average and engagement rates surpassing benchmarks across all channels, the Siskiyou campaign was truly an EPIC success. 60CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. NORTH LAKE TAHOE MEETINGS CAMPAIGN 61CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE OPPORTUNITY •The market for offsite meetings was hit hard with years of varying safety procedures and, according to industry data, wasn’t expected to bounce back until 2026. •How do we get through to decision-makers for new consideration? The Visioneers at Augustine studied this audience and it was clear that meeting planners are a meticulous group. In fact, they are such a particular group that they have their very own language. We used that language in an attention-getting way and spoke directly to their top two needs — technology and amenities. 62CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE VISION The “Amenities” campaign was developed identifying amenities that planners would be looking for in venues and playing off how those would be available through team-building activities in outdoor spaces. The objectives of the campaign were to: •Create awareness of North Lake Tahoe as the ideal meeting destination. •Reinforce positioning and drive action, encouraging engagement with ads and RFP submissions. •Stand out amongst the clutter with unique messaging and visuals. 63CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE RESULTS •The campaign served over 1.8M impressions to meeting and event planners. •After launching the campaign there was a spike in performance across all tactics exceeding industry benchmarks. •Cost per conversion decreased to $16 (from $248 the year prior), increasing campaign efficiency by 1550%. 64CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. LINK TO VIDEO 65CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. LINK TO VIDEO 66CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. DISCOVER TORRANCE UNBELIEVABLE, BUT TRUE IN TORRANCE CAMPAIGN 67CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE OPPORTUNITY There are a multitude of unique experiences and sights to be found in Torrance, California. However, Torrance sometimes gets lost amongst the LA landscape, with popular spots such as Manhattan Beach, Santa Monica and more being so close by. During our initial discovery phase, we often heard visitors in and around Torrance exclaim, “Wow, I can’t believe I didn’t know that!” as they learned what the destination truly had to offer. Using this as a springboard, Augustine saw the opportunity to turn this hidden gem destination into the crown jewel of a visitor’s SoCal adventure — a place with so much to do, it’s almost unbelievable. 68CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE VISION With such a rich blend of culture, history and sights to see, Torrance offers an experience that is totally unique. We decided to leverage this unexpected aspect of the destination to create the “Unbelievable, but True in Torrance” campaign, which positions Torrance as a place to discover one-of-a-kind experiences, from embarking on a foodie adventure with the destination's ramen trail to visiting the largest collection of Chinese art outside of China. Unbelievable, but True in Torrance uses statistics (such as that 2.5 million square feet of shopping can exist in one space, at the Del Amo Fashion Center) to bring these fun activities to life and encourage people to choose Torrance when staying in Los Angeles. The campaign focused on a holistic experience for every traveler, beginning pre-trip with resources such as inspiring blogs, podcasts and a custom itinerary builder, and continuing to offer pieces of collateral throughout a visitor’s stay, such as coloring books, maps and more. 69CONFIDENTIAL AND PROPRIETARY. All rights reserved by Augustine Agency ©2023. THE RESULTS From a paid media perspective, the campaign boasted incredibly successful results, including an average 0.65% CTR across all tactics (6x the industry average of 0.1%). Top metrics included: •29M impressions and over 185K clicks to the website in the first six months •4.08% average CTR — 4x the industry average of 0.9% — for paid social efforts •6.91% CTR on the highest-performing social ad, which featured the outdoor and shopping pillars •97% completion rate for ConnectedTV (CTV) videos (with the industry average being 78%) •4:33 average time open for the Instagram filter — surpassing surpassing social media post engagement benchmarks (1:00)