Post on 08-Jun-2022
Visit Taos Marketing RFPSubmission by: IdeapeddlerRFP # 19-20-08
June 30, 2020
CONFIDENTIALPhoto Credit: Talweg Creative
Letter of Transmittal Form
Introduction
Company Profile
Methodology and Approach
Experience and References
Assigned Personnel
Price Consideration
Exhibits
Offeror�s Information Form
Campaign Contribution Form
Conflict of Interest and Debarment/Suspension Certification Form
Statement of Confidentiality
Table of Contents 2
Letter of Transmittal Form
CONFIDENTIAL
Now, more than ever, adventurous Americans need a spiritual, soulful, and
relaxing vacation.
They are in search of insights into the future that come from observing the rich
histories of the past. They want to be engulfed by natural beauty to drown out
the noise of life�s increasingly inescapable echo chamber.
They want crisp mountain air, sunlight-dappled days, and awe-inspiring sunsets.
Incredible food, renowned museums, local art, and plenty of shopping should be
accessible. Yet all the while, they probably just want to go with the flow, with no
real plans at all.
Since these aren�t normal times, it will require an innovative public relations and
marketing campaign with sophisticated targeting to deliver powerful results.
The Ideapeddler team is well versed in all things New Mexico and Taos and has
the right expertise to deliver compelling stories that make people engage, share,
and most importantly, visit.
There�s no question: Taos is a premier travel destination.
It just needs the right firm to ignite awareness.
Introduction 4
CONFIDENTIAL
company profile
What Sets Us Apart?
WWe know how to drive growth and can prove it.
Our campaign with City of Palm Desert delivered 20x ROI and we created a 108%
lift in visit intent for the New Mexico Tourism Department.
We are a media-led agency who create breakthrough campaigns�whether paid,
earned, or shared. We have years of experience managing multimillion-dollar media
budgets for travel and hospitality brands and can tap into our expertise, networks,
and data to ensure you get the best of the big-agency process with boutique-
agency nimbleness and service.
Having worked with Taos Ski Valley and the New Mexico Tourism Department for
years, we understand the adventurous audience you�re looking to reach. We have
deep-dive research and proprietary targeting techniques that make connecting with
this elusive audience more science than art.
6
Only Ideapeddler has the unique
understanding of New Mexico
tourism marketing, from the state
level down to neighboring Taos Ski
Valley, and knows the nuances of
Taos�s unique place in all of it.
Company Profile
CONFIDENTIAL
We�re an Agency, Built Better
WWe start with the consumer.
We use data and human understanding to get to the
hearts and minds of your visitors. We use research to
illuminate the way and to surprise and delight
guests.
We bring everyone on board.
Adding teams to an evolving campaign requires a
nuanced approach. We are skilled marketing leaders
who thoughtfully listen to department heads to
ensure that macro messaging meets individual
tactical needs.
We treat your brand like it�s our own.
We never half-step. We do things the right way or
not at all. We invest your dollars like they�re our
own, because we know that government funding
means that we�re accountable to every taxpayer. We
only put you in the best light, with the best
placements, so all of our work is something we�re
proud to showcase as having produced.
We drive growth.
We measure everything and make meaningful, real-
time optimizations along the way to ensure your
dollars go further. We put heads in beds. We are
focused on the real problems destinations face: not
just branding, but moving the needle in visitor
spending, overnight stays, and hotel occupancy.
7
Whatever the project, we make sure our work stands out. We live for making ideas come alive, and our team has been doing it for decades. We do it
all�and we do it better.
Company Profile // Our Philosophy
CONFIDENTIAL
The Ideapeddler Process
Stakeholderinsight interviews
Target(s)evaluation
Review pastsuccess metricsand existingresearch
Understandcurrent goals
Audit social mediachannels andTaos.org
Propose ways toimprove andoptimize
Set clear campaignmetrics
Create list of topopportunities
Ideation initial story andcreative
concepts
Craft tacticalwish list,includingsocial media
approach
Strategicrecommendationsfor budgeting,
timing, targeting,go-to-marketstrategy, media mix,and KPIs based onthe campaign goals
Secure newcampaigncreative assets
Execute mediaand supporttactics
SPARK ALIGN EXECUTEMANAGE &
REPORTSTEWARDAUDIT IMMERSE
Createdashboards forsocial, earned,
and paid mediaon a monthlybasis
Optimize mediaplan as
necessary todrive growth andefficiency
Ensure whatwas purchasedand planned
was executedflawlessly anddelivered infull.
Secure make-
goods for anyunder-delivery.
8Company Profile // Our Process
CONFIDENTIAL
methodologyand approach
Travel is different now.
In a pre-COVID world
Audience sizing was based on mindsets
and personality type.
Geos would be targeted based on like-
minded locales and their residents.
Events created an anchor for Taos to be
�the hub� and the Enchanted Circle or
broader NM to be �the spoke.�
Sentiment and quantitative data could
be used to develop a road map for long-
term plans to "set and forget."
In a post-COVID world
Audience is based on far less linear sizing
and more about �who�s ready now.�
Proximity to destination matters more as
fewer people opt for air travel.
Space and outdoor accessibility wins over
density. Even beaches are reportedly seen
as �too crowded� by would-be travelers.
Data is out of date by the time it�s
published. Machine learning and
technology are the cornerstone of finding
potential travelers in real time.
Hands-on teams need to be adjusting to
ever-changing market conditions
10Methodology & Approach
CONFIDENTIAL
What the Data Says
11
Cities are seen as less risky than they were two months ago.
Mountains, lakes, and national parks seem safer right now.
I am now more likely to take a road trip than I was before the coronavirus.
Methodology & Approach
CONFIDENTIAL
What�s Never Changing
Tourism marketing is all about crafting a destination story that inspires and
excites peopleࡕ and then giving them compelling reasons to visit now.
Understanding and inspiring your audience across a variety of formats
Uniting the power of user-generated content, social, paid, and earned
media to amplify your message
Leveraging the smartest in new tech and targeting to find and convert
likely visitors
12Methodology & Approach
CONFIDENTIAL
What Will Always Matter to the Taos VisitorOur stories are anchored in four core tenets that resonate with the adventurer�s ideals. Inspiration lies at the intersection�it�s why they
travel and what creates meaning in their hectic work and lives.
Authenticity
HistoryMovement
Beauty
In an increasingly image-driven world,
beautiful imagery has to be at the core of all
creative. Arresting visual imagery will do the
hard work of grabbing attention.
Immersive stories root the reader in the
history of the town and create a sense of
longing to take part in them.
We�ll showcase a life well lived, a trip worth
taking. Whether it�s movement in hikes or
internal stirrings of deep inner peace at the spa,
our viewers will come away feeling moved.
Our target cares about what�s real,
meaningful, and true. Weaving in Taos�s rich
culture with natural un-staged imagery is what
conveys the way you�ll feel when you�re here.
13
Point of
inspiration
Methodology & Approach
CONFIDENTIAL
How We�ll Bring It All Together for Taos
The goal: Merge informational and entertainment social content by creating scalable programs that can be
leveraged across paid, earned, social, and owned channels.
Approach: People inspire people. According to Google research, nearly 10% of trips are taken because of
hearing about the location from a friend or acquaintance.
How we�ll do it: Living mannequins.
The same way mannequins in the window pull you into shops to try on an inspiring outfit, our real-life
mannequins use social as their window to pull people into their lives.
By partnering with truly inspirational and talented people (rather than social media stars who are famous for
being famous), we�ll create content that deeply resonates with their loyal and dedicated followers and gets
shared widely for its authenticity and inspiration.
Then, using the Paid-Earned-Social-Owned (PESO) Media model, we�ll promote, amplify, and package for
earned media all of the content they�re creating on our behalf to create the feeling for consumers of �I�m
hearing about Taos everywhere these days.�
The content will be both escapist and inspiring, including everyday glimpses into their time in Taos, as well as
informative and reassuring: this place is safe, this place is open, this place is where I want to be this summer
and fall.
14
We estimate these programs will deliver between
10�30x ROI
Methodology & Approach
CONFIDENTIAL
Media 2.0: Your PR & paid media truly working harder together
15
Ideapeddler takes a strategic and thoughtful approach to the Paid, Earned, Shared, Owned (PESO) media framework.
Constantly acquire and repackage authenticuser-generated content from real adventuroustravelers that matches our tone and look.
Match the content format to eachchannel�s strengths (e.g. video toInstagram, real-time to Twitter).
Keep in mind that while earned media canconvert 5x better than paid, user-generatedvideo content within paid ad formatsperforms better than traditional ads.
Use both social and paid to amplify earnedmedia.
CONFIDENTIAL
Methodology & Approach // The PESO Model
Concept 1: Artists� Escape
We�ve already identified a curated list of culturally
relevant artists in key target markets. Their lives
and stories are as interesting as their art.
We�ll invite them to spend a month in Taos to live
and work.
During that time, they�ll document their work, life,
and art via social.
During and post-stay, we�ll be packaging and
amplifying their content in targeted paid social
posts as well as mat releases for press.
16
BRAND PILLARArts and Culture
KEY TAOS FEATUREHighlight Taos�s
natural beauty andinspirationallandscapes
INFORMATIONALWhat�s open?
ENTERTAINMENTWhat is there to do?
LIFESPANRepurpose for
6+ months
TIMINGMonthly, Aug�Oct
PAID MEDIAPromote via social,
repurpose intotargeted :15s
EARNED MEDIAMat releases to
lifestyle, regional,and arts pubs
TARGET MARKETSDenver, Austin,Dallas, Houston,
Santa Fe, LA
Methodology & Approach // Concepts
CONFIDENTIAL
In a time when you can live and work anywhere, why not do it
in a beautiful and inspiring place like Taos?
Concept 2: Real-Time Micro-Influencers
The best content on Instagram typically comes from
Instagram users with 5k+ followers whose content
hits engagement rates in the 6�15% range. But
these micro-influencers can be hard to find.
Leveraging new technology, we�ll be able to scan for
location-tagged posts that meet our criteria of
micro-influencer reach and solid engagement.
In real time, we�ll secure permission and repackage
assets to promote Taos.
This will create an evergreen pipeline of content to
keep Taos� social feeds looking fresh and on-brand.
17
BRAND PILLARCovers variety ofpassion points:arts, culture,outdoors, etc.
CONTENT
High-frequency,low touch content
creation
TIMINGEvergreen content
and year-rounddeployment
ENTERTAINMENTWhat is there to do
OWNED MEDIALeverage on Taossocial channels
PAID MEDIAPromote the best
content via Insta orPinterest
INFORMATIONALWhat�s open, is it
safe?
TARGET MARKETSBroader reach tocreate a national
footprint
KEY TAOS FEATURESeasonallyappropriate
activities and pointsof interest
Methodology & Approach // Concepts
CONFIDENTIAL
Because we can�t effectively replicate the volume of FAM trips in COVID
times, we�ll let technology find influencers who are already in Taos.
Invite an established/award-winning chef from a
core target market (e.g. Houston, Dallas,
Denver) for a long-weekend inspiration trip to
Taos.
Create a collaboration with a local chef (like
Andrea Meyer) to take an item from the visiting
chef�s menu and reimagine it with local Taos
ingredients.
Document their journey, from sourcing at the
farmers� market to consumers tasting in the
restaurant.
Concept 3: Chef Meets Chef
18
BRAND PILLARFoodies
KEY TAOS FEATURE
Taos�s food sceneand local sourcing
TIMINGEvergreen content
and year-rounddeployment
ENTERTAINMENTWhat is there to do
OWNED MEDIALeverage on Taossocial channels
PAID MEDIA:15s video cut-down
on YT + Insta
INFORMATIONALWhat�s open, is it
safe?
EARNED MEDIAElevate Taos�s
profile in food andlifestyle
publications.
TARGET MARKETSHouston, Dallas,
Denver + nationalEarned PR
CONTENT
Source ofcaptivating videoand still assets.
Methodology & Approach // Concepts
CONFIDENTIAL
Highlight Taos�s amazing culinary scene and promote the safety of
eating and dining in Taos.
Potential Talent Pool
Monica Pope is a James Beard�nominated
chef for the restaurants Sparrow and T�afia
in Houston. Dubbed the �Alice Waters of
the third coast,� Monica was also named a
Top Ten Chef in the U.S. by Food & Wine
magazine due to her food philosophy: �eat
where your food lives.�
19
Sara VanDerBeek is a painter from
Austin who is also an Artist in Residence
at Facebook, the cofounder of the
community gallery Dorf, and an advisor
to many museums including the McNay
in San Antonio. She would be joined by
her husband, Eric Manche, who is a
filmmaker. They would be delighted
with the opportunity to provide video,
photography, and other content to help
benefit Taos tourism.
Jared Dunten is an artist and painter who
has been paralyzed since a diving accident
in the Chisos Mountains in 2000. Unable to
move from the neck down, he has been
painting with his mouth since 2002.
Dunten studied with world-renowned
master painter Edward Povey.
Chef Matt Reinhart is the owner of the
award-winning Pollo Las Abuelas food
truck in Austin, which is a valentine to
his family�s Mexican heritage. Bilingual
and closely connected with hundreds of
growers, farmers, and foragers in the
south, he was also the executive chef at
Snap Kitchen for years, helping them
win numerous awards in food
innovation.
Chef Monica PopeChef Matt Reinhart Jared Dunten Sara VanDerBeek
Methodology & Approach // Concepts
CONFIDENTIAL
Paid Media: Targeting Is Key
By right-sizing our audiences and knowing
when to target whom with what, we�ll make
your dollars go further and work harder.
We�ll use a three-pronged approach to reach
the right audience: prospect, renew, and
convert.
Using fresh data, machine-learning, and real-
time optimizations, along with expert human-
touch, we�ll zero in on these three audience
pools.
Prospeect: Target niche audiences of those interested
in what Taos has to offer, coupled with hyper-
targeted zip-code-level data to ensure a properly
sized audience who has the discretionary income to
travel.
Renew: Reach, inspire, and convert lookalikes of
those who have traveled to Taos in the past.
Convert: Steal travel share from Colorado and Santa
Fe and aggressively target those who are in-market
�shoppers,� actively researching travel options for
summer and fall getaways.
e
ch
al-
an-
e
Pros
in w
targ
size
trav
Ren
thos
Con
Fe a
�sho
sum
Convert30%
Prospect50%
Renew20%
Methodology & Approach // Paid Media
No DMO can effectively make a meaningful media impact in large markets like Dallas, Austin, and Denver with <$200K in media spend. Instead, we need to focus on
narrowing our reach to the most likely Taos visitor by finding unique avenues to digital targeting.
CONFIDENTIAL
Paid Media: Reaching the Consumer Throughout the Decision Journey
Methodology & Approach // Paid Media
CONFIDENTIAL
With refined audiences, we�ll be able to more effectively take consumers from inspiration to action across our media campaigns. Since there is no single path to
purchase, today�s travel brands should think holistically about all potential interactions with a traveler. After all, there are opportunities to re-engage someone
even after they�ve completed a booking. A data-driven approach can help a brand find those opportunities and appear at the right moments of influence.
I N S P I R E W I T H V I D E OThe latest research is showing that the old
world of distinct travel phases are a thing of
the past, and people are moving into an
�always on� planning and inspiration mode.
P L A N W I T H N A T I V E A D S
C O N V E R T W I T H D I S P L A Y
PHASE 2: Optimize PHASE 3: Scale Up
Largerbudgets tothe mostefficient
placements
Addadditionaltargeting
strategies asnecessary
Multiplepartners
Hyper-targeting
Smallbudgets
Multivariatetesting
Fully scaledand fast-flowing
conversions
PHASE 1: Fast-twitch test
Paid Media: Adaptable Planning
Using advanced behavioral targeting, we identify the most efficient audiences and continually optimize to take conversions from a trickle to a firehose. We�ll cast a widenet at low levels to see what gains traction. Professional media-buying tools ensure your share-of-voice and reach are substantial enough to be seen. Through pixels,machine-learning, and advanced ad-serving technologies, we�ll have full visibility into the highest-performing partners, audiences, and placements in a real-time view,ideal for optimizing to top performers quickly and easily.
Methodology & Approach // Paid Media
CONFIDENTIAL
Paid Media: Reporting and Measurement in Real Time
Regular reporting is always at your fingertips with a
customized digital dashboard to monitor campaign
delivery in real time. The dashboard is easily
customizable to include the data you care most about
and eliminate what you don�t want to see. It�s a key tool
that informs meaningful optimizations and uncovers
new campaign insights.
More than charts and dashboards, our sound analysis
and ability to decipher the signal from the noise is what
our clients love about working with us. Digging beyond
surface-level data ensures we�re finding the source of
performance changes, not just reporting that they
happened.
Our monthly reports include robust analysis that will tell
you what this data means for you�and the changes
that could make your campaign even more successful.
23
We work with best-in-class verification partners like MOAT and DoubleClick Campaign Manager to provide ad serving, bot and fraudulent-activity monitoring, and
viewability reporting to ensure that every digital dollar is spent on actual verified humans. We deliver proof of performance, launch status documents, and robust
reporting at regular intervals during campaigns.
These are the standard tools we use to determine objectives,
build plans, and track outcomes. Additional tools may be
employed to measure specific campaign outcomes.
MMedia Measurement Tools:
DoubleClick Campaign Manager
TapClicks
MOAT
Consumer spending data, such as VisaVue
Stakeholder Surveys
Perception Audit
Cision Media Database
Social Report (Social Media Tracking Software)
Reports:
Monthly Tracking Report
Monthly Media Reporting
Media Clipbooks
Annual Reports/Presentations, or as needed
Project Summary Report
Methodology & Approach // Paid Media
CONFIDENTIAL
INCREASE FREQUENCY
BROADEN FOCUS
PREPARE FOR THE FUTURE
DEVELOP COMMUNITY
Grow our followers and reach by increasing posting frequency onInstagram from 3x per week to 6�7x
From heavy Facebook and Twitter to multiple channels, where reach canbe maximized
Develop voice on emerging platforms like TikTok and Snapchat, as theymay be poised to replace Facebook and twilight Instagram in <5 years
Managed Social: More, Better, Faster
24Methodology & Approach // Social
CONFIDENTIAL
More posts supporting Taos community
Engage with other accounts/influencers (30�60 minutes a day) to grow following
Create conversation with current followers to increase overall engagement
1 . Community-focused stories: a. Restaurants/food pics b. Entrepreneurs� stories c. Shops d. Artisans e. People of Taos f. Museums/art galleries
2. Info-tainment: a. Did you know (this day in Taos history) b. News and happenings (especially relevant right now)
3. History and Story: a. Spanish culture b. Native culture c. Stories and legends
4. Community-building content: a. Giveaways b. Contests
5. Tourism Quick Hits: a. Where to stay b. What to eat c. What to see and do
1 . Community-focused stories
2. Info-tainment
3. History and story
4. Community-building content
5. Tourism quick hits
SOCIAL MESSAGINGARCHITECTURE
experienceand references
Case Study: From Insights through Execution
BBackground:
Though everyone in Southern California has heard of Palm Desert, it doesn�t have the status of Palm
Springs. It�s seen as the quiet, boring sibling: not as much to do, not much to see, no story to tell.
Ideapeddler Solution:
We led the City of Palm Desert in the development of a new drive-market campaign, all the way from
insights through implementation. Prior to crafting the campaign, our strategy team conducted local
listening sessions with stakeholders including event directors, restaurateurs, hoteliers, and local retailers
to better understand the community�s self-perception. Then we conducted qualitative research in key
drive markets to better understand our prospective visitor�s mindset. These insights drove the
development of the 2020 campaign: Find Your Happy Pace. Deliverables included :30 and :15 videos,
website, billboards, social, print ads, digital web banners, airport videos, and an experiential footprint, as
well as visitor-center collateral.
Results:
20:1 ROI in bookings from exposed to unexposed, with a total last-click-attributable
revenue of $1.2M at an ADR of $222.19.
Display media delivered 62.5MM digital impressions and over 186K clicks
with an average CTR of 0.3%.
89% of unique visitors were net-new, indicating a stronger reach and engagement against
COPD's target audience.
26
CONFIDENTIAL
Experience
Case Study: Real Influencers, Real Results
In April 2018, Ideapeddler, in partnership with Talweg Creative, brought a group of 10 real-life
influencers to New Mexico: designers, writers, and entrepreneurs who all have impact in their fields
in addition to devout and robust social followings. Our influencers traveled across the state in a
highly curated yet totally organic-feeling trip. We designed their itinerary to be full of Insta-worthy
vistas and experiences, making it easy for our visitors to capture and share their experiences with
millions of followers. When they got home, they developed blog posts, articles, and other
meaningful content that reflected their journey. We then packaged it all up and delivered it as a mat
release to generate even more earned media.
The program continues to generate returns, as Paige Appel and Kelly Harris of Midland Shop in Los
Angeles have started their own New Mexico retreats, bringing groups of 12�15 women out to the
Land of Enchantment for annual retreats.
RResults:
849 total placements across the US
More than 117 million impressions (more than $400k in advertising equivalency)
Earned media coverage in:
Food and Wine (online) I Houstonia I A Taste of Koko I Designlovefest I HOTELette I
Architectural Digest (online) I Brit + Co I Outside (online) I Greatist
27
CONFIDENTIAL
Experience
Case Study: Launching a New Airline
BBackground:
Taos Ski Valley needed to increase awareness of their new access point, Taos
Air, a private-like travel service to get directly to the mountain quickly from
their top fly markets.
Taos Ski Valley is beloved by its existing visitor base, but it still lacks mass-
market awareness in top markets like Austin and Dallas. As those cities grow,
their market potential increases but their awareness dips. How do we then
promote not only the ski resort, but a whole new airline bringing people there?
Ideapeddler Solution:
Leveraging a multimedia strategy, we placed Taos Air messaging in can�t-miss,
super-high-profile placements in top-read/tastemaker publications and huge
billboards. By complementing the mass-reach vehicles with long-form
advertorials, we got to tell a compelling and rich TSV and Taos Air story to
wow skiers.
Results:
Launch in Dallas and Austin achieved a load factor of 78% when budgeted
at only 40%
14,000 social media reactions and 5% CTR
28
CONFIDENTIAL
Experience
Case Study: Events and Podcasts
BBackground:
One example of our unique focus on where our clients� messages run is New Mexico
Tourism�s partnership with Dax Shepherd and his podcast, Armchair Expert (800k
weekly downloads). This sponsorship allowed us to bring an influential celebrity to
New Mexico, garnered us airtime on his podcast, and included a live event in Santa
Fe at the Lensic. The show sold out the first day he announced it.
Where others might pursue straightforward pre-roll spots, our creative application of
media brought verified out-of-state visitors on top of the gains from traditional
advertising.
Results:
210 out-of-state visitors to New Mexico (who return spend at a rate of 7:1 for the
state)
Estimated 2x ROI on hotel room nights alone
1.6MM Impressions
Economic-development benefits via venue rental
29
CONFIDENTIAL
Experience
Case Study: Social Media Amplification
BBackground:
On July 9, 2019, Colorado Gov. Jared Polis tweeted about Colorado-grown chiles and called out the New Mexico Hatch chile as
�inferior.� In turn, New Mexico Gov. Michelle Lujan Grisham quickly responded in defense of New Mexico�s chile�and a chile
war began.
Ideapeddler Solution:
Within 8 weeks of the tweet that sparked the wildly entertaining chile debate between state leaders, Ideapeddler, in partnership
with Talweg Creative, took the rivalry to a whole new level with an integrated multimedia campaign in print, digital, TV, and out
of home. The campaign heralded New Mexico as the Chile Capital of the World and teased Colorado about their inferior chiles
to the north. The ads ran across all channels�including billboards in Colorado mere steps from the Governor�s mansion.
Results:
19M impressions
30+ earned-media stories across print, TV, and radio, including the Denver CBS affiliate and Colorado Public Radio
28,000 social media reactions
5% CTR
30
CONFIDENTIAL
Experience
Case Study: Digital Integration
BBackground:
The Georgia O�Keeffe Museum wanted to attract more visitors and gain a larger share of
tourism dollars in Santa Fe. Although their namesake is widely known, the museum�s art is
not a strong attraction by itself because of their small footprint.
Ideapeddler Solution:
Recognizing that a museum visit is more about the inspiration gained than the art itself, the
IP team created an end-to-end campaign�from coding to copy�that invited people to be
inspired by Georgia O�Keeffe�s great American story. The campaign messaging connected
with the �artist in everyone� by providing a value exchange (a branded 2-in-1
pencil/paintbrush) that inspired interest and, ultimately, generated incremental ticket sales.
Results:
35% increase in online ticket purchases
1,000,000 impressions
2x ROAS
31
CONFIDENTIAL
Experience
References
32
Thomas SouleDirector of Marketing, City of Palm Desert
My experience working with Ideapeddler has been outstanding from day
one. They bring a thoughtful, strategic approach to their work that
inspires great confidence. And more than that, they've proven adept at
navigating the complex ecosystem of stakeholders inherent in city business,
from community and business leaders to city staff and elected officials.
Wendi GelfoundFormer Director of Marketing, Ojo Spa Resorts
Cimin and her team are among the most knowledgeable digital marketers I
know. Their keyword strategies and informative SEM reporting were
instrumental in guiding several components of our overall marketing effort.
David NordenChief Executive Officer, Taos Ski Valley
Ideapeddler is a standout from the pack�knowledgeable,
proactive, results-driven.
MMMMMMMMMMMMMMMyyyyyyyyyyyyyyyy eeeeeeeeeeeeex
ooooooooooooonnnnnnnnnnnnnne
Lynn Pitcher KomerFounder and CEO, PK Public Relations
Ideapeddler and their dedicated and professional team are expert advisors that
bring a powerful, strategic approach to marketing services. They take the extra
steps to ensure our messages are reaching the right audiences the right number of
times and that our budget is well spent. Their deep relationships with statewide
and national media ensure we not only get the best rate possible but value-added
earned media. They are well versed in marketing services and marketing
strategy that results in excellent media analysis with excellent pricing, creativity,
and customer service. Having worked with dozens of similar agencies in my
twenty-plus-year career, Ideapeddler dominates.
IIIIIIIIIIIIIIIIIIIIddddddddddddddddeeappeddddddddddddddd
bring a p
References
CONFIDENTIAL
References
City of Palm Desert
TThomas Soule
Director of Marketing
E: tsoule@cityofpalmdesert.com T: 760.346.0611
New Mexico Tourism Department
Erin Ladd
Director of Marketing
E: Erin.Ladd@state.nm.us T: 505.469.2900
Taos Ski Valley
David Norden
Chief Executive Officer
E: David.norden@ski.com T: 575.776.2291
Georgia O�Keeffe Museum
Mara Harris
Marketing Director (Consultant)
E: mara@maravillagroup.biz T: 505.946.1060
PKPR (for A Dose of Reality NM)
Lynn Komer
Founder & CEO
E: lynn@pkpublicrelations.com T: 505.660.7682
Katie Olivey & Associates (for New Mexico Tourism Co-Op)
Katie Olivey
Marketing Strategist/Consultant
E: katie@katieolivey.com T: 214.850.3370
National Outdoor Leadership School
Sandy Chio
Marketing & Admissions Director
E: sandy_chio@nols.edu T: 307.335.2230
33References
CONFIDENTIAL
assignedpersonnel
Cimin Ahmadi CohenFounder & Media Director
A native Austinite, Cimin has been in the media industry for over a decade on both the agency and publisher
sides. During this time, she has led cross-channel strategic media planning and buying for Fortune 500
companies including Best Buy, Microsoft, Intel, Zurich Insurance, and Kraft Foods.
After honing her chops at large agencies like Starcom Mediavest and Mindshare, Cimin realized there had to
be a better, more streamlined way to help brands achieve their advertising goals. Ideapeddler was born out
of the need to have a new model for the 21st century�one where there are no bureaucratic layers, work gets
done efficiently and on time, and we all get to work with nice people.
Cimin has a strong foundation in both traditional and digital media and specializes in crafting strategies for
cross-channel campaigns, using a mix of local and national media. She helped launch and sat on the board of
the Women in Wireless Chicago chapter in addition to launching Microsoft�s first B2B programmatic display
campaign. Prior to that, she deployed the first e-commerce integration and mobile ads for Spiceworks, a
social-tech company based in Austin.
She currently leads planning and buying for New Mexico Tourism, Taos Ski Valley, City of Palm Desert,
NOLS, the Georgia O�Keeffe Museum, and other brands, with a focus on strong planning foundations and
maximum budget efficiency.
Assigned Personnel
CONFIDENTIAL
Ed CohenStrategy DirectorEd is a seasoned senior marketing executive who brings a diverse perspective, having worked client-side,
lived the agency life, and served as a consultant. His resourcefulness allows him to build successful
campaigns for start-ups as well as work as an intra-preneur within established companies, developing
pilot concepts and revitalizing heritage brands.
He is a holistic marketer whose versatility allows him a unique perspective on market segments, consumer
needs, and the roles that brands can play within our society. His experience includes working with a
variety of beverage and hospitality brands, restaurant companies, and media conglomerates, including
City of Palm Desert, Chick-fil-A, MillerCoors, Nine Banded Whiskey, Gatti�s Pizza, GoGo Squeeze, and
ALL detergent.
As a student of experiential marketing and the authenticity movement, Ed has traveled extensively to
learn how experiences best generate brand affinity. Ed�s travels include attending four of the past
Summer Olympic Games. The Olympics unite his three core passions�hospitality, sports, and
marketing�at their most heightened states.
36Assigned Personnel
CONFIDENTIAL
Daniel HelfmanMarketing & PR Director
With a career weaving together three concepts�marketing, earned media, and growth�Helfman has had a
proven track record for creating success.
While leading marketing, media, and advertising nationally for Jason�s Deli, Helfman created an
earned media campaign that lasted more than two years and reached millions as Jason�s was
covered by CNN (2x), CNBC (3x), The New York Times, The Wall Street Journal, The Washington
Post (3x), Food Network (2x), Health magazine, Parents magazine (2x), The Houston Chronicle, USA
Today, and more.
As the original head of marketing for Snap Kitchen, Helfman built brand awareness by leveraging
influencers. He created a campaign called 21 Days for Good in which 21 powerful social media
influencers competed against one another to see who could educate the most people about healthy
food via social. With prizes such as $5,000 to the winner�s favorite healthy charity, the campaign
reached 2.2 million people and garnered 24 million media impressions.
Earlier in his career, Helfman served as a producer at NBC News in Washington, DC, and before that was a
producer of a weekly radio show in DC.
37Assigned Personnel
CONFIDENTIAL
Rachael Bellus
Media Assistant
T: 281.770.7904 E: rachael@ideapeddler.com
Media Assistant, Ideapeddler, 2019 to present; Community Operations Specialist, Facebook, 2016
to 2017; Public Relations Intern, Giant Noise, 2015
38
Raghav Mehra
Media Supervisor
T: 240.543.5920 E: raghav@ideapeddler.com
Media Supervisor, Ideapeddler, 2020 to present; Programmatic Analyst, DWA, 2018 to 2019; Product
Management Associate, Kwanzoo, 2017 to 2019
IDEAPEDDLER, LLC
P.O. Box 41928
Austin, Texas 78704
38
Andrea Foertsch
Senior Art Director
T: 312.593.1313 E: andrea@ideapeddler.com
Art Director, Minding Your Business, 2006 to 2018; Manager of Creative Services, NCH Marketing
Services, 2002 to 2006; Associate Marketing Manager, Amtrak, 1999 to 2000; Client Service
Manager, The Sunflower Group, 1996 to 1999
Assigned Personnel
CONFIDENTIAL
priceconsideration
Agency Selection Checklist
CONFIDENTIAL
Are the principals leading this pitch process the ones who will be actively involved in your business day in and day out?
Has the proposed agency ever been to your destination for personal travel?
Are they media-led and informed on the best practices in buying and planning, or are they a PR shop who happens to buy social ads?
Do they provide unique KPIs for each media channel and audience or one static KPI of �trip-guide downloads� for every campaign?
Do they have cross-industry knowledge to bring innovation and new thinking to your destination?
Does your agency plan and buy their media in-house, including all programmatic with their own DSP/DMP?
Do they have robust firsthand knowledge of your target markets?
Is their pricing totally transparent? Have they volunteered that they do not take markups or kickbacks from media vendors?If not, will they commit to totally transparent fees/markups?
Agency Selection Checklist
exhibits
Offeror�s Information Form
CONFIDENTIAL
1 - 14-2-1.B. TaxID
Campaign Contribution Disclosure
CONFIDENTIAL
Conflict of Interest and Debarment/Suspension Certification Form
CONFIDENTIAL
Statement of Confidentiality
CONFIDENTIAL
Customer Support Policy
We take customer support seriously. As a full-service agency,
we�re fully committed to serving our clients� needs and making
sure they feel heard and catered to. We pride ourselves on
timely responses to emails and phone calls, and delivering
quality work on time. We�ve never missed a deadline. We�ll make
sure lines of communication are clear and always open. We�re
fully committed to doing whatever it takes to remain attentive
and responsive. If that means we need to assign more personnel
to a client�s account, we�ll do it.
48Customer Support Policy
CONFIDENTIAL
appendix
Everly loves her job as a VP of Creative for Whole Foods and her life with her husband and kids in Austin, TX. But
she�s always looking to expand her horizons by finding something new, something undiscovered. She loves to be
the first of her friends to attend a new restaurant opening or wear a new local designer. She enjoys mixing
accessible design with one-of-a-kind pieces (think Target �vegan� bag with emerging LA shoemaker sandals) and
always tries to strike a balance between luxury and authenticity. She cooks at home and tries new recipes
frequently. She�s a pescatarian and cares about where her food comes from.
When Everly�s on vacation, she makes time to shop for unique or eclectic homewares to take with her as
mementos and conversation pieces for dinner parties. Because she�s super focused on curating her life and
experiences, she has to be convinced her vacation will make her friends a little envious and provide good
Instagram posts to have something to talk about when she gets back to work.
Agrees with these statements Index Disagrees with these statements Index
The internet provides relaxation & inspiration 131 Concerns about security issues have made me less likely to travel
85
Traveling to foreign places is a great way for me to learn about other cultures
115 Group tours are fun and a good way to meet people
79
It�s worth it to me to pay more for high quality hotel accommodations
126 TV keeps me up to date with the latest styles and trends
89
!
Meet Our Muse: Everly
50Audience Understanding
Taos has been on my radar for some time, but I worry that there isn�t enough todo for me and my husband during a longer five-day trip over our holidays.
CONFIDENTIAL
Agency Services
SSTRATEGIC
CONSULTATION
Brand positioning
Omnichannelmarketing plans
Target audiencesegmentation
Competitive andtrend analysis
Qualitative andquantitative research
PUBLIC
RELATIONS
Message development
Press materials
Targeted-mediaidentification
Story development
Press outreach and storyplacement
Press events and FAMtours
Virtual experiences
Media training
Community outreach
Stakeholder engagement
Trade relations
SOCIAL MEDIA
Social mediastrategies
Persona/voicedevelopment
Editorial-calendarcreation
Content/messagecreation
Photography andvideo creation
ADVERTISING &
DESIGN
Creative-conceptdevelopment
Brand identity andlogo design
TV and videocontent
Radio advertisingand endorsements
Outdoor
Event planning andexecution
Packaging design
Copywriting
DIGITAL
MARKETING
Prospecting
Retargeting
Lead-nurture
SEM
Email marketing
Paid social
Native
Influencer
Web design andcontent creation
MEDIA PLANNING
& BUYING
Integrated mediastrategy
Online and offlinemedia negotiation
and buying
Tracking andreporting
51Agency Services
CONFIDENTIAL
The Drive Market Potential
52Market Sizing
CONFIDENTIAL
Thank you
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