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Home My WebLink AboutFS 2007-11-05 Item 2A - Agreement - 2008 Centennial Celebration Media Plan with EXCLAIM LLC TO: Mayor Finance and Safety Committee . Tourism Marketing Program Manager L FROM: DATE: Oct. 23, 2007 SUBJECT: EXCLAJM, LLC Contract for 2008 Centennial Celebration Media Plan ISSUE Authorize Mayor to sign a contract with EXCLAJM, LLC in the amount of $440,000 for a Centennial Celebration Media Plan in 2008 the media mix will include a combination of: . Targeted and Community Newspaper . Magazine . Transit . Sounder Train wrap . Limited radio with promotions . Mall Signage . Street Banners BACKGROUND The objective of the Centennial Steering Committee is to develop a media plan with the necessary reach and frequency to raise awareness for the City of Tukwila while also encouraging daily visitors and event attendance for the Centennial Celebrations. DISCUSSION Budget impacts: There is no additional budget request for this item. The cost for this ad is budgeted within the Council approved 2008 Tourism Program budget; ho\vever, because the proposed contract amount is over $25,000, it requires Council approval. RECOMMENDATION Authorize Mayor to sign a contract with EXCLATh1, LLC in the amount of $440,000 for the 2008 Centennial Celebration Media Plan. Objective Develop a media plan with the necessary reach and frequency to raise awareness for the City of Tukwila while also encouraging daily visitors and event attendance for the Centennial Celebrations. Budget $440,000 Gross Target Audience Adults 25+ Families Target Audience will vary for each individual event Geography Primarily the greater Seattle DMA with reach to areas outside a 60- mile radius Media lYIix A combination of: . Targeted and Community Newspaper . Magazine . Transit . Sounder Train vvrap . Limited radio with promotions . Mall Signage . Street Banners Newspaper Utilize community and local newspapers for targeted and consistent messaging. Ads \vill be a variety of sizes (depending on the publication and the event) and will run in conjunction with other mediums. Publications: Seattle Times (NW Weekend, Ticket South, Local South, SE Living), Pacific Magazine, Reporter Newspapers (Bellevue, Renton, Kent & Auburn) The following newspapers \vill be utilized for special events looking for tourism from outlying areas: Tri-Cities Herald, Spokane Spokesman Review, \Venatchee \Vorld, Anchorage Daily News, Portland Oregonian, and Bellingham Herald. Magazine Magazines provide long shelf life, multiple readers per copy, targeted reach and the ability to showcase creative with a 4 color visual element. . Northwest Palate - Reaches readers across the Northwest that are interested in food and cooking. Suggested to promote Chinese New Year food event. . Cheesecake Factory Menu - A full color ad will run in the menu for the Tukwila location. This ad will run for a full year and will be a consistent reminder message for all of the different groups that dine at the restaurant (tourists, shoppers, families, local business workers, etc.). Out-Of-Home . Westfield Mall Large Hanging Banners - 4 large banners to be displayed in a prime interior location for one month. . Sound Transit Wrap - The possibility may exist to wrap one of the South Sounder trains for one month. Negotiation is under way for the Sounder train wrap. If an agreement cannot be reached, then the funds will be reallocated for additional radio and print. . Transit - 30 Kings per month for 3 months are recommended. The proposal also includes 3 months of bonus weight (15 guaranteed bonus and 15 bonus space- available boards), to be run between the paid months. Total of 6 months of transit advertising. Buses will originate primarily from the South base, and will cover downtown Seattle. Radio . Promotional Radio Limited and targeted radio is suggested to broaden the reach and frequency while providing promotional opportunities. The recommended schedule includes 10 weeks of radio surrounding specific events. Each event will be supported by a 2-week radio schedule on a station partner or group (example: CBS Radio group includes K1\1PS, KZOK and KBKS). In addition to the 2-week radio schedule, station partnerships may also include promotional mentions, website exposure, on-site remotes, cross- promotional opportunities, on-air giveaways, music stage at events, etc. . Radio Disney Radio Disney is suggested as a radio partner to help promote the Healthy Living Event. Radio Disney is a huge proponent of getting children active and healthy. A sponsorship includes a schedule, on-site remote, station personality, contests, etc. . Public Radio The highly desirable audience of public radio will be used to promote the Mother's Day Weekend event. Additional Coverage . \"1 estfield Garage - Signage will be located on the wall of the parking garage for 6 months. Costs are for production only. . Street Banners - will be hung throughout the city of Tukwila and will stay for the entire year. Costs are for production and hanging. Timing Flighted January through December around events. Different II Budget I 6 Size Gross Cost (Gross) 31 14 21 2 ii' 11 18 25 3 10 17 24 I 1 I ,I� 25 1 8 iE 24 1 8 15 22 14 21 28 4 11 22 29 6 13 20 27 3 10 17 ll 7 14 21 28 12 i p I th Ul i;rl 24 26 2 9 16 k,: I� �I•. v..:. baur, llwlsu, n!.., uti c'.> muii� L! uNm ,..�.,Ia:.l,,..,la.,c +l,l�,„a ii ,.lu mll.l.l," �.:,o,.,I,u: utd ut,. ..,,II,,u.i,u: ray. n., ,�Aa �il,ll,am �r;,,,.1._ma I :Irnu... ,na..� h .....I,.... •.,,,,,.rr,rd i, :.I, Itila►, l 1.: ,;�,raurx $20,553 $3,908 $5,862 $4,179 $7,698 $26,526 $4,265 $7,624 $9,949 $2,353 $2,111 $609 $2,647 $10,400 $5,000 Launch /Pro: at. a Family 4th All Nation'¢ Foundor's" Health News aper 33" 33" 33" 33" 3/5 pg FC 1/2h pg FC 1/5 pg B/W FP FC 1/2 pgFC TBD 24" 24" 15" 15" 1 /2v FC FP FC 8 -16 report Morno omo lei ial Da M :o Seattle Times Wknd /M. News Seattle Times South Ticket Seattle Times Local South SE Living Times Pacific Magazine Pacific Magazine Pacific Meg- Chinese NY Reporter Newspaper Pkg Reporter Newspaper Pkg Tukwila Days Reporter Insert E. WA Papers Spokane, Wenatachee, Trl Anchorage Daily News Port Oregonian Chinese NY Blinghm Herald- Chinese NY Magazines NW Palate Chinese NY Cheesecake Factory Menu CEO Outdoor $13,623 }1� f� dot: $6,257 yy;4: 43 1 E f t {tl ,,,,Zi I2 .w.. y A L Soutncenter Mall Advertising a I I I Hanging Banners TBD $4,706 j 1 1 me i IG ,3 lrytl 411 Sounder Train Wrap TBD $33,5291 Transit (Titan) 30 Kings /mo I $45,0001 II Bonus boards I Radio I I 1 Promotion /Even) Radio :15, :60 I $100,000 ;G,, ti�siFj Radio Disney :60 1 $5,8821 Public Radio :15 I $3,5291 1 ��aa �rli' 'Il�� MI City Of Tukwila Centennial Celebration Preliminary Media Document October 25, 2007 Pogo 1 of 2 I Jan I Feb I Mar Apr I May I Jun I Jul Aug I Sep I Oct I Nov I Dec i Tukwila Flow mod( bu (3).xls Westfield Parking Garage Stroot Banners Total Gross Media 08 Strategic Guidance Campaign Design Mth Updates Pk Garage Manufacture Pk. Garage Install I,.. Street Banners Manufacture Street Banners Install TOTAL COST: Costs are estimated pending '08 Pass 2 of 2 Different Budget Size Gross Cost (Gross) 31 Jan 1 Fob Mar 14 21 28%'!I 11 18 25 3 10 17 24r 7 14 21 28 Apr Ma 1 Jun Jul 1 Au Se Oct 1 Nov 1 Dec 1 I l i ''(q 'I o.J';','9.V tlNlill!,III,rI. iIJ�IHlllrl lliWlllll'�Illlldi ill, ,i1Pl.l. l;lil.l ',I "'Ihf'�;i�ll C I..I PJd,. I.," M'I. Il II'IVICG:a II I L II!r� 4' J:Il.i Cl'l,l rates $306,331 $9,800 $20,350 $25,000 $23,625 $11,615 $23,400 $13,650 $433,771 $19,880 26 2 9 16 14 21 28 4 11 i,!!,.. 25 1 8 'i!i;i 22 29 6 13 20 27 3 10 17 24 1 8 15 22 Tukwila Flow media buy(3).xls