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HomeMy WebLinkAboutMental Marketing SLO_RFQ_2022_F1maryann@mentalmarketing.com bill@mentalmarketing.com CITY OF SAN LUIS OBISPO RFQ INTRODUCTION TOMENTAL MARKETING, INC. ON CALL CONSULTING FOR COMMUNICATIONS MARCH 16, 2022 BID #2202-002 THE TEAM EXPERIENCE APPROACH, ABOUT US, SERVICES & CLIENTS OVERVIEW FEES ANDREFERENCES INTRODUTIONLETTER 2 March 16, 2022 Daniel Clancy dclancy@slocity.org 990 Palm Street San Luis Obispo CA 93401 Dear Daniel, Thank you so much for the opportunity to submit this RFQ. Having worked in SLO County for the past 20 years, Mental Marketing’s Infinite Solutions team has been boots on the ground for many local and statewide cities, hospitality partners, and businesses including banks, solar, tech, retail, non-profits and construction. We offer critical local insights, branding expertise, destination marketing experience and the complete skill set so that on day one, we can ramp up for any project the City of San Luis Obispo needs to execute. This proposal outlines how we listen to you and your stakeholders, identify opportunities to innovate, and execute winning programs together. Mental Marketing’s motto is that we offer Infinite Solutions to meet our clients’ needs and we take great pride when our clients succeed. We are sincere about our desire to help the City of San Luis Obispo accomplish its marketing and communications objectives and would love to be considered as an on call marketing consultant. It’s our job to make sure that our Infinite Solutions Team is at the ready when called. This RFQ proposal is designed to provide you a brief overview of our agency and the benefits of using our firm as a marketing communications resource. Headquartered in San Luis Obispo County, Mental Marketing launched back in 2006 as a virtual full-service branding, advertising, public relations, social media, and marketing communications agency. Now 16 years later, and in a new Covid economy, virtual is a more common method of doing business. Truth be told, we like to think we were ahead of our time on this approach providing our clients with many advantages over the years as we’ve been nimble from the start. Rather than trying to fit clients and staff to a brick and mortar company we wanted to create a virtual Infinite Solutions team to extend significant benefits to our clients from the get-go. So, what does that mean? • TOP TIER TALENT: Experienced, mature professionals assigned to each marketing discipline • FAST AND EFFICIENT: Flexible and responsive team members to meet your needs and schedules • AFFORDABLE: True cost savings on agency fees and production costs (no brick and mortar, ‘member?) • BETTER ROI: We analyze all projects and campaigns throughout and optimize our findings to create the best results INTRODUCTIONWe only work with clients we believe in. From that perspective, our approach to brand development begins with the passion and conviction needed to become effective brand stewards. INTRODUCTION 3 For Mental Marketing’s clients, these infinite solutions range from simple projects to a full suite of marketing communication packages that drive awareness and customer loyalty. Our approach is to story tell and deliver memorable communications and marketing tools that connect your constituents with your outreach and promotions on an emotional and inspirational level. So, how do we do that? Our Infinite Solutions process involves three steps: 1. VISUALIZE: Your goals and vision 2. STATEGIZE: Methods to achieve the vision 3. REALIZE:Execute the approved rollout strategy Our experience includes two decades delivering highly successful brand strategy, brand identity, advertising, public relations, social media and custom content. We’ve learned that the most successful projects start by collaborating with the people who know and care most about the brand – the staff, owners, vendors, strategic partners, advisory bodies, businesses, and the community. We take great care to understand all these stakeholders and how each are valuable to the creative process. Mental’s Infinite Solutions marketing team has the SLO boots on the ground approach you are looking for. We have developed great community and local media relationships over the years, offer critical local insights, vast marketing experience and the complete skill set so that on day one we can onboard to any project. Thank you for the opportunity, Maryann Stansfield Vice President maryann@mentalmarketing.com 805.215.3331 653 Stanford Drive San Luis Obispo, CA 93405 INTRODUCTION [ CONTINUED ]INTRODUCTION 4THE TEAMTHE TEAM WILLIAM STANSFIELD President and Founder William Stansfield has achieved a prodigious number of awards for his design and creative work over his three decades in the business. William co-founded the company sixteen years ago and will be directly overseeing the creative process and all operational issues of the relationship. William is responsible for the day-to-day operation of the creative department, where his extensive knowledge of branding and marketing in print, video and interactive design provide clients with a comprehensive tool kit. William has served such client brands as: City of Santa Clarita TMD, Redding VCB, the City of Paso Robles, City of Morro Bay, City of Atascadero, San Luis Obispo County, Wal Mart, Best Buy, Kmart, Sears, Mervyn’s, Circuit City, Safeway, Rayovac, Doritos, Oreo, Chevrolet, 3M, Coca-cola, Dove, Colgate, Kodak, Polaroid, Gillette, Galoob Toys, Specialized Bikes, Electronic Arts, Lockheed, AST Computers and Sun Computers. MARYANN STANSFIELD Vice President and Founder Maryann Stansfield brings over 20 years of client management experience with an emphasis in branding, advertising, social media, content development and public relations. She has been with Mental Marketing since 2007 developing brand marketing strategies that cut through the clutter and stick – leveraging the infinite strategic marketing tools Mental creates for our clients to accomplish their goals. She will be involved from a strategic planning and account management level. Over the years, Maryann has developed and managed all facets of client marketing strategies within tourism, real estate, government, wine, healthcare, financial, and b-to-b categories. A champion of the state of CA as a major travel destination, Maryann promoted Paso Robles Wine Country on an international, domestic and regional level, worked closely with tourism partners throughout the state as a board member on the Central Coast Tourism Council, worked with national and international Chambers of Commerce to develop and promote similar tourist attractions for their own cities on behalf of the City of San Luis Obispo Downtown Association, and launched the national campaign promoting the first civilian overnight stay at world renowned Hearst Castle since 1958, when it became a CA State Park. An award winning copy writer, Maryann’s list of current and past clients include: Travel Paso Robles Alliance, Redding CVB, La Bellasera Hotel & Suites, Centex Homes, Robbins Reed Developers, Western Pacific Landgroup, Yahoo.com, wine.com, Edna Valley Vineyards, Byron Vineyards, Atascadero Wine Festival, First Bank of California, SESLOC Credit Union, Ambient Communities, Taco Temple and CellularOne. MICHAEL KIRBY Creative Director [8 yrs] With over 25 years of brand marketing creative, Michael Kirby offers Mental Marketing clients the elusive emotional link between a brand’s promise and a consumer’s desires that fosters memorability and stimulates motivation. Having served as creative director, writer and producer for some of the world’s best-known agencies: Lois/EJL, Grey/LA, Tracy-Locke/ LA, Kresser, Craig/LA and The Richard’s Group, Mental Marketing’s clients enjoy farsighted, award-winning brand creative that exceeds expectations. Among the many clients Mike has served, include: ACLU, Affordable Housing Development Corporation, Amnesty International, AT&T Wireless, California Almond Board, California Walnut Commission, CCIM Education Foundation, Community Health Network of Connecticut, Delta College, Disney Resorts, Hong Kong Tourist Board, International Center for Water Technology, Institute of Technology, Oxfam, Pat Tillman Foundation, People For The American Way, State Center Community College District, Surfer’s Endowment for the Arts Education, Susan G. Komen 3-Day For The Cure, United Way of Southern California, Washington Coalition to Reduce Underage Drinking, Weimar Institute, West Hills College and Whole Foods. 5THE TEAMBRAD AGENS Owner of Glocally, Mental Marketings Social Media/Influencer Partner [4 yrs] Brad Agens is a sales and marketing veteran with a successful record of building, developing and leading start-ups, digital publishers, and legacy media companies. As the founder of Glocally, he partners with Mental Marketing to empower us with an innovative marketing platform that simplifies the process of developing and distributing authentic brand stories. Brad’s strength on our team is rooted in managing technology that is laser focused on helping us create content, develop social media strategies, and improve localized amplification for our clients through key influencer strategies. Brad works with brands such as Samsung, GE, Honda, Jewel Osco, Clover Sonoma, Constellation Brands, and Modern Luxury. Brad was a founding partner of Grateful Ventures, a content company focused in the food space that was sold to Gannett. Brad also served as SVP of Digital Revenue Sales for Tribune Publishing. SUSAN HARTZLER Public Relations Manager [10 yrs] Susan Hartzler, Public Relations Manager, is recognized as a leader in public relations with 25+ years of experience. Susan brings her dedication to promoting top-of-mind awareness to our clients in the tourism, hospitality & real estate industries using her extensive network of media and co-promotional relationships to generate editorial coverage in traditional media outlets and social media networks. An award-winning writer, Susan uses her journalism background to create compelling stories that get noticed. Susan has represented such tourism and hospitality clients as Morro Bay Tourism, Renaissance Hollywood Hotel, the California Highway 1 Discovery Route, Marriott Desert Ridge in Phoenix, Renaissance Esmeralda Spa, the City of Carmel, California, State of South Australia, Cousteau Fiji Islands Resort in Fiji, The Old Course Hotel in St. Andrews, Scotland, and Post Ranch Inn in Big Sur, California, landing them on the cover of Travel & Leisure when they first launched. When Susan is not furiously creating amazing results for our clients, she is tending to her amazingly talented two actor and model dogs Seven and Paige Turner, whose credits include TV spots, print ads and lots of kisses for sick kids in the hospital. She is also an active blogger for her own brand and writes pet travel features for Examiner.com. SCOT APATHY Director of Interactive and Mobile Networking [8 yrs] Scot Apathy has extensive experience in the social networking space. In the mid-90s, Scot Apathy’s award winning site for CBS Radio’s Silicon Valley affiliate, KOME Rock Radio 98.5, featured cutting-edge web applications developed specifically to promote community interaction and an augmented music experience for station listeners. Scot Apathy has worked on the Dipdive platform, the artist media-centric social network and fan community vision of will.i.am (of the Black Eyed Peas). Over the course of four years, Scot Apathy developed Dipdive into one of the most feature-rich platforms in the social network/media space. To efficiently manage any interactive development and management requirement, Scot oversees an extensive global web, mobile and application development team. His vast list of website management clients include: Hewlett- Packard, San Jose Convention Center, San Luis Obispo County Tourism Business Improvement District, Specialized Bicycles and many more. CARRIE SOUZA Media Director [5 yrs] Carrie brings our team over 15 years of experience in national and international media planning and buying throughout all mediums including digital, television, radio, print, outdoor, and native. Prior to becoming a media buyer, Prior to developing tourism media strategies for Mental Marketing clients, Carrie worked for over 10 years as an account executive in San Francisco Radio Broadcast outlets such as ABC Radio, CBS Radio and Clear Channel Communications, as well as in print medium for the San Francisco Chronicle. Carrie knows how media buying works from the inside out and knows how to negotiate and obtain the best deals possible. In addition to the media buy, Carrie increases our client’s campaign exposure by securing added value through sponsorships and uncovering promotional opportunities. Carrie is also well versed in buying media tar- geting the Hispanic, Asian and ethnic markets. She has managed media campaigns for many clients that involved community engagement and en- couraging behavioral change. Some of Carrie’s media buying campaigns include First 5 California, BayROC Stop Junk Mail campaign, multi-cultural print ads for San Mateo County Supervisorial District Lines Advisory Committee, mainstream and multicultural ads for Energy Upgrade California, Stop Waste County of Los Angeles and Statewide,Energy Upgrade California - a program of the California Public Utilities Commission in collabora- tion with the California Energy Commission, California counties, cities, non-profit organizations and the state’s investor-owned utilities. 6 MORRO BAY, CA Creating Demand EXPERIENCE[ PR RESULTS ] During the 2017-18 fiscal year, Mental Marketing worked to generate over 250 articles about Morro Bay that were shared throughout social media more than 80K times. Two viral stories added to the reach of our public relations efforts, garnering over 10.5B earned media impressions. The advertising value reached $52.9M, equating to a publicity value of $158.7M. [ DIGITAL RESULTS ] Our campaign strategies for digital and social media ads created results and drove referrals. YOY for October 2019 alone, ad campaign pageviews up 73%, social media referrals up 302% and blog views up 644%, driving thousands of additional clicks to MorroBay.org. Also, visitor’s income levels grew as we targeted more affluent regions. Occupancy for October grew 1% YOY.MORRO BAY TOURISM PUBLIC RELATIONS PROGRAM Mental Marketing was hired in April 2014 to execute strategic public relations programs to increase awareness of Morro Bay as a visitor destination through third party endorsements from bloggers, travel writers and editors from California feeder markets and primary national audiences. The programs included media relations outreach inviting niche lifestyle travel journalists to Morro Bay, developing itineraries showcasing activities targeted to their audiences in outdoor adventure, culinary, wine and beer, family fun, and getting back to nature. Our objective is to grow demand for media visits by micro influencers and top tier travel writers. Not to mention grow the quality and number of media FAM stories YOY. MORRO BAY DIGITAL MARKETING PROGRAMS With the objective of penetrating identified target markets with consistent branding and growing referral traffic to the website, our approach for each of the seasonal efforts is to connect the offer and call-to-action directly to a key Morro Bay differentiator. For fall, the spotlight was on their cool vibe and locally owned restaurants, wine bars and craft brewers. We are proud of the strides we’ve made with this client, building a strong foundation with a 3-year strategic plan that included benchmarks, launching a new brand in 2018, and developing creative and compelling programs that grow occupancy, increase website visits, and more affluent visitors to grow ADR. 77 AWARD WINNING STEWARDSHIP PROGRAM Innovative Approach EXPERIENCEINNOVATION IS KEY Mental Marketing devised and launched a premier multi-destination Stewardship Traveler program (STP), recognized by Visit CA with a Poppy Award, which helped set this destination apart from its comp set, leading the way in ecofriendly tourism. On the event front, we launched the Coastal Discovery & Stewardship Month program to drive bookings in January and February. The program exceeded expectations through targeted public relations programs, social media engagement, and print & digital media campaigns targeting their core market of empty nesters in Northern & Southern California and the Central Valley. We hired a consultant who identified 70 authentic Stewardship Travel activities throughout all 10 regions that provided a learning experience, an opportunity to volunteer or donate in a stewardship activity and each one had to help visitors connect in a deeper way to people and places. Objectives were to advance sustainable tourism initiatives throughout the community and increase incremental business during shoulder season. photo: Mike Baird photo: Mike Baird Wildlife Viewing and Stewardship Tips Great wildlife viewing encounters involve good timing, observation skills, and a little luck! California’s Highway 1 Discovery Route offers some of the best wildlife viewing opportunities anywhere. Use these tips to improve your chances for a memorable wildlife experience! Be outside during dawn, dusk, and incoming tides. Birds, fish, and mammals are active during these times. Look for churning water surfaces, diving birds, shiny dolphin backs, seals and otters in bays and on open water. Listen for songbirds sing- ing in bushes and trees, especially during spring and early summer. Be calm and stay awhile. Adopt an unhurried, ‘vacation’ state of mind. A state of relaxed alertness is the best way to see wildlife. Blend in. Animals react to movement. Sit quietly next to a bush or tree and practice the ‘art of invisibility.’ Keep it steady. When kayaking, keep a slow, steady paddling rhythm. You’re more likely to have curious seals, otters, or dolphins approach you. Zoom In. Use binoculars, spotting scopes, and zoom camera lenses to see wildlife action ‘up close at a distance’ that is less likely to disturb natural animal behaviors. Look and listen for signs of wildlife. Look for animal tracks and droppings (called scat). Large birds like ospreys, hawks, vultures, and cormorants leave noticeable white droppings (whitewash) on bushes, trees, sea cliffs and rocks. When you see this, look up to find where birds roost or nest. Low tide exposes fascinating and fragile life on the rocks. Venture carefully on rocks for a close-up peek into the exciting tidal world of animals feeding, interacting or waiting for the incoming tide. Look for whales when seas are calm. Look for whale spouts or blows, tail flukes, and dorsal fins. Big splashes may indicate a whale has just breached. Look for The Whale Trail viewing sites along the Highway 1 Discovery Route http://thewhaletrail.org/. Connect With Nature IN SAN LUIS OBISPO COUNTY SLO County is known for its abundant wildlife season -- significant natural occurrences can be observed annually. Plan your next trip around your favorite species or group of animals. ELEPHANT SEALS: December, January, February and May Female elephant seals, ready to give birth, arrive in December at Point Piedras Blancas. Thousands of pups are born in January. In February, elephant seal males fight for mating rights with females. In May, females return for the molt season. BIRDS: December, January and February San Luis Obispo County is considered a top birding spot in the US. Birds from northern climates spend winters in SLO County’s mild climate. Bird watchers arrive in December to participate in the worldwide annual Audubon Christmas Bird Count. Enjoy Morro Bay Winter Bird Festival in January and Avila Beach Bird Sanctuary Day in February. GRAY WHALES: March, April and May Females and their young calves travel close to shore on their northward migration from Mexico to Alaska. Peak numbers pass along the Central Coast from March through May. This is the best time for viewing gray whales. Follow The Whale Trail to watch them from shore! Gray whales migrate south during October and November. SEASON OF OCEAN ABUNDANCE: August, September and October Marine animals linger along the Central Coast, feeding on schools of sardines, anchovies and other small fish. Although ocean productivity may vary from year to year, this is the most likely time to see humpback whales, dolphins, sea lions and seabirds feeding close to shore. MONARCH BUTTERFLIES: November, December, January and February Western Monarch butterflies spend winters in the mild climate of the Central Coast. The Monarch Grove in Pismo Beach/Oceano is the largest in the western US -- each year millions of butterflies rest and mate in the tall eucalyptus trees. SEA OTTERS: The Central Coast is one of the best places to observe sea otters! Look for them any time of year off the coast of Los Osos, Cayucos, Cambria and San Simeon. “Adopt the pace of nature, her secret is patience.” — R.W. Emerson California Discovery RouteHighway 1 [ CAMPAIGN RESULTS ] During a two year period, we distributed 200,000 Discovery Route road trip maps and 30,000 pocket size maps listing all 70 Stewardship Travel activities and created STP marketing tools for each destination to distribute. Also, local lodging operators and welcome centers distributed free STP branded beach clean-up kits to guests. As a result of these tactics, the downward trend in TOT for Jan, Feb and March was reversed for three years straight. Through public relations outreach, Mental Marketing generated over 150 articles about STP that were shared over 3,000 times on social media, hosted 24 journalists, garnered over 1.1B earned media impressions equaling $1.94M in advertising value and $5.82M in publicity value. 8 [ CAMPAIGN RESULTS ] Mental Marketing vetted and coordinated a Morro Bay hosted influencer campaign with Sarah Dandashy of @askaconcierge in June 2021 and ran an Instagram Reels campaign in August. As a result of her 12 posts & videos to her 127K followers on Instagram in July, she garnered 219K impressions, with 7,500 likes, 396 comments and a 3.14 engagement rate (industry average is 1.01%). This above average engagement outcome showed a successful campaign resulting in an incredible interest in what Morro Bay has to offer. With the 14 new video shorts from @askaconcierge Influencer visit and our content development team, we were able to start up a Reels campaign. The Reels results are incredible and show huge engagement over static posts. Total views in August 32.2k. Most viewed Reels video at 15.1k INFLUENCER CAMPAIGN AND CONTENT DEVELOPMENT EXPERIENCECONTENT DEVELOPMENT Mental Marketing devised and launched a hosted influencer and Instagram Reels campaign the summer of 2021 for Morro Bay Tourism, amid the Covid pandemic. Since this was the first outreach campaign after the start of the pandemic back in March 2020, the client wanted a subtle approach to their first campaign. Our strategy was to grow awareness that Morro Bay is open for business through third party endorsements in a key drive market with high visibility to affluent consumers. We chose this approach to keep the outreach authentic and experiential and very targeted. TARGETED INFLUENCERS With access to a partner network of influencers throughout the US, we vetted many influencers within the 3-4 hour drive market. We then invited Morro Bay to host Los Angeles based influencer Sarah Dandashy of @askaconcierge in June 2021. With a 127k following geared towards travel and lifestyle our objective was to target an affluent consumer base from the Los Angeles market who is likely to travel. The plan secured that Sarah Dandashy would post during her stay in June and again in July showcasing photos and videos highlighting Morro Bay’s outdoor activities, seafood and natural coastal ambience. Then we ran an Instagram Reels campaign in August focused on 14 videos using her content and the content from our award winning photography and video team. 1,637 Likes 44 Comments 978 Likes 11 Comments 258 Likes, 3 Comments 9 PROCESS AGENCY APPROACH TASK We understand that every brand evolves over time. Knowing this, Mental’s Infinite Branding Solutions teams will Visualize, Strategize and Realize Infinite Marketing Solutions, delivering the best marketing results to nurture the growth of our client’s brand.PROCESS[ VISUALIZE ] GOAL SETTING AND BRAND ASSESSMENT We seek out the growth and marketing vision you have for your organization. We may be experts in marketing, but you are the expert in your organization. [ STRATEGIZE ] ESTABLISH THE INFINITE MARKETING SOLUTION Once we understand the core marketing vision and situation we put the Infinite Solutions team to work shaping the strategies that set your organization apart. [ REALIZE ] DELIVER THE SOLUTION Realizing results, well, that’s who we are. Results make everyone happy. We deliver Infinite Solutions via a comprehensive integrated branded content mix of services, including: • Marketing Strategic Planning • Brand Identity Creation and Management • Public Relations • Advertising Campaign Creation and Management • Web/Mobile/ Marketing and Management • Event Marketing • Loyalty Marketing BRAND STRATEGY REVIEW AND RECOMMENDATIONS We understand that the most sustainable brands begin with the people who care most about the brand: the leadership, board, local partners, contributors, vendors and stakeholders, members and customers. Our three step process includes taking time to understand the motivations and behaviors of these groups and, through our Infinite Solutions team, delivering successful outcomes: [ PHASE 1] [ PHASE 2] [ PHASE 3]VisualizeBRAND STRATEGY REVIEW AND RECOMMENDATIONS ESTABLISH INFINITE MARKETING SOLUTIONS Strategize RealizeCAMPAIGN EXECUTION, MONITORING AND EVALUATION 10ABOUT USABOUT MENTAL MARKETING, INC. William Stansfield Account Support Infinite Solutions TEAM Susan Hartzler Public Relations Brad Agens Social Media and content Scot Apathy Interactive/ Mobile Carrie Souza Media Michael Kirby Creative Services William Stansfield Operations City of SLO Maryann Stansfield Account Manager Maryann Stansfield Marketing Strategies William Stansfield Art Director INFORMATION ON MENTAL MARKETING Ownership: Mental Marketing was established San Luis Obisp county in 2006. William Stansfield Jr. (President) and Maryann Stansfield (Vice President) are the only stakeholders in the S-Corp. Other Mental workers: Mental Marketing was established as a virtual agency over 15 years ago. Mental Marketing has a stable of seasoned professionals that have been working with the corporation for many years. We hire some of the best in the industry by pre qualifying and using programs such as “Worktraits”. We assemble the right mix of talent to each client’s needs to ensure that the client gets the best and brightest talent with no overlap and no added expense. Workload: As projects are planned we closely monitor all expectations and deliverables. We dive into our “Infinite Solution’s” talent pool and select the right fit for each project or program. We establish resources and time frames before any work is started to insure on time and on budget delivery. Work Management: Mental Marketing uses a cloud based software solution that automates the flow of information throughout our entire business and streamlines project management processes. As a cross-platform, client-server solution for integrating job planning, job tracking, estimating, time and expense tracking, media buying, prioritizing, resource scheduling, invoicing, accounting, billing and all database functions. Conflicts of Interest: Mental Marketing has serval other clients but none of them are in conflict with City of San Luis Obispo. These business segments are in Retail, Manufacturing, Construction, Planned Communities, Food, Travel and Tourism. Quality Control: Mental Marketing has an established process that work flows through, at each stage of the process there are check and balances to make sure that every project comes out with our high standards, on time and on budget. Onboarding: We are ready to go, Mental Marking is extremely experienced in the process of getting to know a new organizational brand and values, the people and professional culture, reviewing current marketing plans with a quick ramp-up to productivity, as seen in our Step 1 in our 3 step process. Professional Conduct: We maintain all our communications and actions to a very high standard. We welcome and support people of all backgrounds and identities. This includes, but is not limited to members of any sexual orientation, gender identity and expression, race, ethnicity, culture, national origin, social and economic class, educational level, color, immigration status, sex, age, size, family status, political belief, religion, and mental and physical ability. We all depend on each other to produce the best work we can as a company. Our decisions will affect clients and colleagues, and we take those consequences into account when making any and all decisions. We won’t all agree all the time, but disagreement is no excuse for disrespectful behavior. We will all experience frustration from time to time, but we cannot allow that frustration become personal attacks. An environment where people feel uncomfortable or threatened is not a productive or creative one. Harassment and exclusionary behavior aren’t acceptable. This includes, but is not limited to threats of violence, insubordination, discriminatory jokes and language, sharing sexually explicit or violent material via electronic devices or other means, personal insults, especially those using racist or sexist terms, unwelcome sexual attention, advocating for, or encouraging, any of the above behavior. We can find strength in diversity. We focus on resolving issues and learning from mistakes. 1111 QUALIFICATIONS& SERVICES QUALIFICATIONS& SERVICESAGENCY OVERVIEW From tourism to technology, we develop new brand identities and breathe new life into existing brands. Mental Marketing is a full-service branding, marketing and media communications agency with 16 years of related experience delivering successful brand insights, managing advertising and marketing strategy, identity, creative, public relations, events and digital content management for a wide variety of clients. For Mental Marketing, account relationships are closely managed by experienced, local agency principals who manage a global network of specialists to deliver any service efficiently. Our Infinite Solutions team is composed of experts in the core marketing disciplines required to efficiently manage all the marketing activities required: dedicated account managers, media directors, art directors, publicists, engineers, social media gurus, copy writers, photographers, videographers, directors, translators and analysts. CEATIVE SOCIAL MEDIA DIGITAL MARKETING STRATEGIC PLANNING CREATIVE SERVICES CONTENT CREATION MOBILE MARKETING PUBLIC RELATIONS BRANDING 360 DEGREE SOLUTIONS Mental Marketing provides a comprehensive suite of strategic, creative and interactive marketing services to realize your vision and exceed your expectations. Here is a partial list: BRANDING & CREATIVE SERVICES • Brand Identity Creation • Brand Management & Evolution • Advertising Campaign Strategies • Creative Development Strategies • Graphic Design • Packaging Design • Collateral Development • Radio and Video Concept & Production • Traditional & Online Ad Development • Animation Creation & Production STRATEGIC PLANNING • Strategic Marketing Plans • Media Planning & Buying • Market Research • Event Marketing • Qualitative & Quantitative Research PUBLIC RELATIONS & SOCIAL MEDIA • Public Relations Strategies & Campaigns • Press Release & Story Generation • Results Management • Social Media Strategies & Management • Viral Marketing Campaign Development • Social Media Platform Design & Implementation • Strategic Influencer Programs CONTENT CREATION • Blog Creation and Management • Branded Publishing • Direct Marketing • Loyalty Programs • Social Network/BB Content Monitor • Website Content Development DIGITAL & MOBILE MARKETING • Digital Media Plans • Mobile Marketing • Database Architecture • Search Engine Marketing • Search Engine Optimization • Email Marketing • Website Design and Development • Interactive and Internet Marketing • Website Hosting • E-Commerce Development • Cloud-Based Hosting Solutions • E-Business Process Consulting • API Deployment for multiple devices/platforms • Quality Control (Mobile, Web, API) • Mobile Application Development (Blackberry, Android, iOS) • Analytics (installed and database analysis) • Ad Engine Installation/Management • Database Architecture 12 Here is a sample listing of clients who have worked with our Infinite Solutions Team [ LUXURY / TOURISM ] Morro Bay Tourism Bureau The City of Santa Clarita City of Santa Maria Valley The Ritz Carlton Hotel Company Shutters on the Beach Hotel Canary Hotel Discover Okoboji etc Hotels Hotel Casa del Mar La Bellasera Hotel & Suites National Airlines Visit SLOCA San Luis Obispo County Airport San Simeon Tourism Alliance Los Osos Baywood Park Tourism Travel Paso Robles Alliance San Luis Obispo County BID State of South Australia City of Carmel Post Ranch Inn, Big Sur Cousteau Fiji Island Resort Redding/ Shasta Cascades [ FINANCIAL INSTITUTIONS ] Chase Citibank SESLOC Federal Credit Union Yodlee [ RETAIL AND RESTAURANTS ] Moondoggies Paso Terra Seafood Pier 46 Seafood We Olive Taco Temple CLIENT LIST [ TECHNOLOGY ] Norcast Telecom Networks DigitalLife Group Heffernan Group iTrackClaims Lockheed MediBid Cellular One PediCabs SolaraloS Sun Computers [ CONSUMER GOODS ] Ed Hardy Eyewear Kinton Winery Kodak Galoob Toys Gibson Enterprises Hydration Essentials Lay’s Potato Chips OLUVskin Rayovac Specialized Bikes [ NON-PROFITS ] Crisis Hotline 211 Friends of Hearst Castle Festival Mozaic seed Woods Humane Society [ PUBLICATIONS ] Affluent Media American Express Publishing Catering Magazine Cellar Fine Wine Dream Spaces Platinum Publications Swim Journal Vie Las Vegas Platinum Publications RMS Media Group [ HOME AND CONSTRUCTION ] Ambient Homes Central Coast Fabricators Centex Homes RobbinsReed Western Pacific Land Group Sample Brand Identity CLIENTSCENTRAL COAST FABRICATORS SkyHydration ESSENTIALS SKIN Paso Terra Logo Color Pallette PMS: HEX: CMYK: PMS: HEX: CMYK: PMS: HEX: CMYK: PMS: HEX: CMYK: PMS: HEX: CMYK: Black and White Grey where grey matter matters date: 05/28/09 job#: seed-0380-09 version: D2 client: SEED Science and Environmental Education Development project: LOGO Development Science and Environmental Education Development PMS 2935 PMS 369 TVEL ALLIANCEPASO ROBLES PARTNERS IN TOURISM ParkOsosLos Baywood 13 AND FINALLY… WE’RE READY FORYOUR VISION! “We have a strategic plan. It’s called doing things” — Herb Kelleher, Founder/ Southwest Airlines We believe that Mental Marketing’s Infinite Solutions can be fully leveraged by our clients across a multitude of content channels. Through a more personal consultation, we will quickly establish a scope of work customized to your goals, vision, needs and resources. Each project approved for a Infinite Solutions Action Plan will establish detailed budgets and timeline for projects requested and assigned. All client requirements for insurance, accounting, administration, reporting, meetings and account management will be met by Mental Marketing. We’re confident you and your team will discover that our team offers your organization: • A relevant breadth of expertise in all aspects of brand strategy • The proven track record of delivering results • The solutions to broaden your ability to fulfill your vision Terms, Fees and Hard Costs: Mental will invoice client on a monthly basis for all approved retainers, hours and costs within that month. Payment due within 30 days. Program estimates and agency monthly retainer are based on blended hourly rate of $110. Approved hard costs for photography, video creation, and web programming will be invoiced 50% upon acceptance of scope of work. Payment for completion of hard costs due within 30 days of delivery. All hard costs paid directly to vender by agency are marked up 15%. Travel expenses are billed at cost. OVERVIEW AND FEES 14REFERENCESMENTAL MARKETING DEVELOPS BRAND MARKETING STRATEGIES THAT CUT THROUGH THE CLUTTER AND STICK. REFERENCES SHONNA HOWENSTINE City Manager’s Office City of Paso Robles 805.227.7236 shonna@prcity.com Mental Marketing provided turnkey brand marketing strategy, key messaging, advertising, tour & travel trade show management, public relations outreach and implementation, reporting and management, website development and maintenance, the primary driver of City economic development. The $700k annual contract included ongoing multi-layered campaign outreach supporting destination marketing in a growing wine region on California’s Central Coast with little brand awareness. TODD SKELTON Head of Destination Marketing Sales, Western US & Canada TripAdvisor 408 .757.5160 tskelton@tripadvisor Mental Marketing has worked with TripAdvisor for over 10 years managing annual tourism budgets and media buys for many CA cities including Morro Bay, Paso Robles, Atascadero, Redding, Santa Clarita and several CSDs throughout SLO County through the County Tourism BID. Media buys ranged from $10k - $200K. Mental Marketing negotiated annual contracts with TripAdvisor that also offered opportunities for brand awareness and growth through social media and analytic tracking and reporting. Mental Marketing was extremely good at managing ad and content delivery and bringing successful ROI tracking and reporting to their clients. BRAD AGENS Founder & Owner Glocally 310.804.1145 brad@glocally.com Over the past four years, Glocally has partnered with Mental Marketing working on growing awareness through client projects from retail appliance companies to home builders, and restaurants to tourism. We’ve collaborated on content development through influencer, social media and Google AdWords campaigns for their clients to great effect, showcased through excellent engagement and ROI. We enjoy working with Mental Marketing and their team and have developed and executed programs with budgets from $10k - $100k.