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HomeMy WebLinkAboutHAPI_SLO_AppendixAPPENDIX – BUDGET, REFERENCES, INSURANCE DOCUMENTATION Visit San Luis Obispo March 4, 2024 BUDGET/WORK PLAN No nickel and diming. No hidden fees. No third-party markups. No media commissions. HAPI is transparent on all billing. HAPI has a blended hourly rate of $150 for all agency services. TOTAL FISCAL YEAR BUDGET: $1,150,000 MONTHLY RETAINER: $30,000 / ($360,000 ANNUALLY) (31.3% OF TOTAL BUDGET) For Visit SLO, HAPI proposes a monthly retainer that is inclusive of all agency services. HAPI’s retainer is capped at the monthly fee for all services. Visit SLO knows exactly what the agency service fee is every year, in relation to the budget. HAPI invoices Visit SLO at the end of every month for services provided for that month. RESERVED FOR PAID MEDIA: $790,000 HAPI would reserve this budget for paid media campaigns throughout the fiscal year. -19- SECTION I: PROPOSAL SUBMITTAL FORM The undersigned declares that she or he has carefully examined [__________], 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: HAPI Work Plan Budget 2024-25 2025-26 Service $ Amount % of Budget $ Amount % of Budget Brand Strategy & Management Account Strategy & Project Management Creative Services Paid Media and SEO Strategy & Management Paid Media Buy Website Maintenance & Services Content Development Reporting Other Total Certificate of insurance attached; insurance company’s A.M. Best rating: __________________. Firm Name and Address Contact Phone Signature of Authorized Representative Date $120,000 $ 75,000 $24,000 $100,000 $12,000 $12,000 $17,000 $360,000 29.4%* 10% 6% 2% 8% 1% 1% 1.4% *31.3% is the closer % of budget approximation. We rounded percentages. $120,000 $ 75,000 $24,000 $100,000 $12,000 $12,000 $17,000 $360,000 29.4%* 10% 6% 2% 8% 1% 1% 1.4% Jason Hackett, Owner, HAPI 4642 N. 32nd Street Phoenix, AZ Jason Hackett 602.919.4000 03.04.2024 INSURANCE DOCUMENTATION SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. INSURER(S) AFFORDING COVERAGE INSURER F : INSURER E : INSURER D : INSURER C : INSURER B : INSURER A : NAIC # NAME:CONTACT (A/C, No):FAX E-MAILADDRESS: PRODUCER (A/C, No, Ext):PHONE INSURED REVISION NUMBER:CERTIFICATE NUMBER:COVERAGES 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). 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. OTHER: (Per accident) (Ea accident) $ $ N / A SUBR WVD ADDL INSD THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIODINDICATED. 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. $ $ $ $PROPERTY DAMAGE BODILY INJURY (Per accident) BODILY INJURY (Per person) COMBINED SINGLE LIMIT AUTOS ONLY AUTOSAUTOS ONLY NON-OWNED SCHEDULEDOWNED ANY AUTO AUTOMOBILE LIABILITY Y / N WORKERS COMPENSATION AND EMPLOYERS' LIABILITY OFFICER/MEMBER EXCLUDED?(Mandatory in NH) DESCRIPTION OF OPERATIONS belowIf yes, describe under ANY PROPRIETOR/PARTNER/EXECUTIVE $ $ $ E.L. DISEASE - POLICY LIMIT E.L. DISEASE - EA EMPLOYEE E.L. EACH ACCIDENT EROTH-STATUTEPER LIMITS(MM/DD/YYYY)POLICY EXP(MM/DD/YYYY)POLICY EFFPOLICY NUMBERTYPE OF INSURANCELTRINSR DESCRIPTION OF OPERATIONS / LOCATIONS / VEHICLES (ACORD 101, Additional Remarks Schedule, may be attached if more space is required) EXCESS LIAB UMBRELLA LIAB $EACH OCCURRENCE $AGGREGATE $ OCCUR CLAIMS-MADE DED RETENTION $ $PRODUCTS - COMP/OP AGG $GENERAL AGGREGATE $PERSONAL & ADV INJURY $MED EXP (Any one person) $EACH OCCURRENCEDAMAGE TO RENTED $PREMISES (Ea occurrence) COMMERCIAL GENERAL LIABILITY CLAIMS-MADE OCCUR GEN'L AGGREGATE LIMIT APPLIES PER: POLICY PRO-JECT LOC CERTIFICATE OF LIABILITY INSURANCE DATE (MM/DD/YYYY) CANCELLATION AUTHORIZED REPRESENTATIVE ACORD 25 (2016/03) © 1988-2015 ACORD CORPORATION. All rights reserved. CERTIFICATE HOLDER The ACORD name and logo are registered marks of ACORD HIREDAUTOS ONLY 1400 W. Washington, 3rd Floor, Phoenix, AZ 85007 State of Arizona 3,000,000AGGREATE 3.000,000EACH CLAIM 10/05/202410/05/2023P1006213627PROFESSIONAL LIABILITYB 1,000,000 1,000,000 1,000,000 � 05/13/202405/13/2023UB8K686156A 10200HISCOX INSURANCE COMPANY INC 19070STANDARD FIRE INS CO 85018AZPhoenix 4642 N 32nd St Hackett Advertising Public hengles@tatuminsurance.com 480-9494300 Hope Engles 85258AZScottsdale 8687 E Via de Ventura #118 Tatum Insurance – North 12/22/2023 NO PAST CONTRACT DISQUALIFICATIONS. REFERENCE OLD TOWN SCOTTSDALE Karen Churchard Tourism and Events Director City of Scottsdale O: 480.312.2890 E: kchurchard@scottsdaleaz.gov WHAT STARTED AS A DOWNTOWN SCOTTSDALE REBRAND ENDED AS AN OLD TOWN SCOTTSDALE REBRAND. Scottsdale Tourism & Events Department hired HAPI to develop an integrated campaign to promote Old Town Scottsdale to residents, starting with a complete rebrand of Old Town Scottsdale. The project first began as a rebrand for Downtown Scottsdale. Realizing anecdotally that audiences don’t refer to the area as Downtown Scottsdale, HAPI stopped creating logos and convinced our client that research was necessary to determine an appropriate naming direction. The decision went against the desire of local merchants who were adamant the area be called Downtown Scottsdale and pressured the City Manager to keep the name. We needed concrete data to prove otherwise. We conducted extensive third-party research and presented the findings in multiple political meetings, convincing everyone from the City Manager down to the local retailers that Old Town Scottsdale was the preferred and recognized name locally, and nationally. HAPI developed the new Old Town Scottsdale logo and branding elements, and created a brand launch video to introduce the new logo to the public, and explained the conceptual direction. We also created an integrated traditional and digital campaign that introduced the new brand to residents, managing all aspects of the campaign from the creative to the media planning, buying, implementation and reporting. Six years later, Old Town continues to be a HAPI client. SEE BRAND LAUNCH VIDEO HERE. MAP OUT YOUR ROUTE. WANDER AROUND AIMLESSLY. either way, you’ll find something fun. OLDTOWNSCOTTSDALEAZ.COM Our authentic old west heritage distinguishes Old Town from other destinations. However, we have never been stuck in the past. Locals have come to appreciate us for our world-renowned cuisine and shopping, contemporary art galleries, western museums, evolving bar and nightlife scene, year-round events and boutique hotels ideal for stay-cations. We offer visitors the best of both worlds – new and exciting amenities in a walkable town that still honors the western trail that brought us here. OLDTOWNSCOTTSDALEAZ.COM Our authentic old west heritage distinguishes Old Town from other destinations. However, we have never been stuck in the past. Locals have come to appreciate us for our world-renowned cuisine and shopping, contemporary art galleries, western museums, evolving bar and nightlife scene, year-round events and boutique hotels ideal for stay-cations. We offer visitors the best of both worlds – new and exciting amenities in a walkable town that still honors the western trail that brought us here. OUR TRAIL LEADS TO THE FUTURE. our cowboy hat nods to the past. THE OLD WEST IS STILL HERE. it’s just no longer center stage. OLDTOWNSCOTTSDALEAZ.COM Gone are the days of hootin’ and hollerin’ and kicking up dust twenty-four seven. Yes, we still firmly grip our western heritage, but we also appeal to a much broader, some would say, sophisticated palate. You’ll find a variety of musicals, plays and performing arts shows year-round at any one of our intimate venues. Stroll through our famous art galleries, poke around our museums or join us for a festival or two. Whatever strikes your fancy, we’ve got a seat with your name on it. COME UNWIND OR COME DO THE EXACT OPPOSITE. Old Town Scottsdale is chock-full of public art installations, museums, galleries, spas and restaurants. It is also chock-full of bars, nightclubs, shopping and year-round activities. Whatever you are in the mood for, we have it. OLDTOWNSCOTTSDALEAZ.COM Performance at Canal Convergence COS056_ModernLuxury_10X12_F.indd 1 4/11/18 6:06 PM In the old days, a skillet full of bacon sizzling over a campfire was the day’s culinary masterpiece. Today, Old Town’s award-winning culinary scene is expansive, diverse and infuses unique cooking styles and cuisine from around the globe. Whatever you are in the mood for, we have it. OLDTOWNSCOTTSDALEAZ.COM Culinary Dropout, Scottsdale Waterfront 300X600 - Banner Ad 300X250 - Banner Ad 728X90 - Banner Ad 468X60 - Banner Ad 300X250 - Banner Ad HAPI RESULTS TOTAL CAMPAIGN IMPRESSIONS: 49,986,369 TOTAL DIGITAL CLICKS: 170,466 AVERAGE CLICK-THRU RATE: 0.59% REFERENCE VISIT MESA Kimberly Forest Director of Marketing C: 480.682.3646 For Visit Mesa, HAPI introduced a new campaign that targeted its three distinct audience profiles: Active Families, Adventure Explorers and Fresh Foodies. Visually, we kept the advertising simple and visual, only showing Mesa attributes that were distinct and ownable. HAPI developed the integrated, online media strategy, placed all media, monitored and optimized the media and provided monthly reporting. The creative was executed in print ads, videos and mainly digital campaigns. 360° Video experiences delivered through interactive banner ads. We were only the third brand nationally to use this revolutionary new media technology. https://www.youtube.com/watch?v=Gs18uKI_FL4 https://www.youtube.com/watch?v=ppWJAMIwNYM https://www.youtube.com/watch?v=DOdQ7UOUCvs HAPI RESULTS TOTAL CAMPAIGN IMPRESSIONS: 36,263,999 TOTAL CAMPAIGN CLICKS: 192,952 AVERAGE CLICK-THRU RATE: 0.53% TOTAL VIDEO VIEWS: 2,303,035 24% increase in booked room nights REFERENCE WATER - USE IT WISELY Donna DiFrancesco Conservation Coordinator City of Mesa O: 480.644.3334 E: donna.difrancesco@mesaaz.gov TIMES HAD CHANGED. WATER HABITS HAD CHANGED. CUSTOMERS HAD CHANGED. THE WATER – USE IT WISELY BRAND HADN’T. Water – Use It Wisely is comprised of more than twenty Steering Committee and Regional Partner members (municipalities, utilities, water groups) who contribute annual fees to the campaign for the purpose of promoting water conservation throughout the state of Arizona. When HAPI inherited the WUIW’s brand in 2018, the brand was twenty years old. In order to revitalize the branding and engage new target audiences, a rebrand was needed. We conducted research to test the current branding and messaging to learn what was working and what wasn’t working. See Brand Launch Video https://vimeo.com/675660503 Website https://wateruseitwisely.com There are a number of ways to save water, and they all start with you. Changing a few simple habits can significantly impact your family’s water consumption. Our 100+ water-saving tips are easy to incorporate into your daily routine and can nourish our state for generations to come. WATER CONSERVATION.IT’S TIME TO SAVE EVERY DROP. Visit WaterUseItWisely.com for 100+ water-saving tips, resources for teachers, games for kids, and more. Water – Use It Wisely - Wrist Water – Use It Wisely - Shower https://vimeo.com/604309234 https://vimeo.com/604308325 Water – Use It Wisely - Flappers Water – Use It Wisely - Drips https://vimeo.com/604307238 https://vimeo.com/604305220 CONTACT INFORMATION - HAPI COLLECTIVE Jason Hackett Owner / Creative Director jason@livehapi.com 602.919.4000 Danny Stoeller Director of Brand Strategy and Account Supervision danny@livehapi.com 602.380.5553 WE’RE HERE TO BRIGHTEN YOUR DAY. This document containing proprietary information belonging to Hackett Advertising Public Relations Interactive and Visit San Luis Obispo is confidential. It is not to be disclosed outside of Visit San Luis Obispo, except on a need-to-know basis. Best efforts should be made to maintain the confidentiality of the material. This document is protected by copyright and is not to be reproduced, disseminated or used in any other way without the express written consent of HAPI. All ideas, conceptual and strategic thinking, copy/headlines, and creative designs are intellectual property of HAPI. Copyright 2024, HAPI All rights reserved. Visit San Luis Obispo’s use of this material constitutes acknowledgment and agreement to the above terms.