CONTRACT 5861C AmendmentAgreement No. 5861 C
THIRD AMENDMENT TO
AGREEMENT NO.5861 BETWEEN
THE CITY OF EL SEGUNDO AND
RIESTER PACIFIC, INC.
THIS THIRD AMENDMENT ("Amendment") is made and entered into this 1' day of July
2021, by and between the CITY OF EL SEGUNDO, a general law city and municipal
corporation existing under the laws of California ("CITY"), and RIESTER PACIFIC, INC.
("CONSULTANT"). The parties agree as follows:
A. The parties desire to amend the Agreement by increasing the total amount of the
Agreement by $350,000, so that the total, not -to -exceed amount of the Agreement is
$850,000.
B. The parties desire to extend the Agreement to June 30, 2022.
C. The scope of services Section 2(A) will be amended per attached Exhibit "A".
D. This Amendment may be executed in any number of counterparts, each of which will
be an original, but al I of which together constitutes one instrument executed on the
same date.
E. Except as modified by this Amendment, all other terms and conditions of Agreement
No.5861 remain the same.
Agreement No. 5861 C
IN WITNESS WHEREOF the parties hereto have executed this Amendment the day and year
first hereinabove written.
�.
ity Manager
ATTEST:
171C-jv�
ei rem "~ -ry
APPROVED AS TO FORM:
V: � � Lc- � for
Mark D. Hensley,
City Attorney
OOOOF
Alan I
D•
Taxpayer ID No,& _ l D I q5 to 7
ICI IT A Agreement No. 5861 C
Client: City of El Segundo
Subject: FY22 Planning Outing
Date/Time: June 15, 2021
The following is an outline of agency deliverables and costs specific to FY22 efforts, regarding
the City of El Segundo marketing initiatives.
Outline includes agency labor and hard costs per identified FY22 needs, beginning July 1, 2021,
ending June 30, 2022:
5+ K.=.�,
Marketing campaigns will be created for both Tourism & Hospitality and Economic Development
in order to achieve to the following:
Tourism & Hospitality
• Support continuing recovery from the pandemic's impact
• Increase hotel occupancy
• Highlight events which will draw visitors
• Further position El Segundo as a vibrant center of activity across SoCal via "Start Here"
Economic Development
• Reduce office vacancies
• Attract startups and established businesses to the city
• Highlight reasons to locate businesses in El Segundo (low tax and lease rates)
• Continue positioning El Segundo as a hub of commerce and innovation, "Where big
ideas take off"
RIESTER will achieve the stated Tourism & Hospitality goals by continuing/evolving existing
efforts and aligning them with new efforts reflecting a transition back to "normal" tourism and
visitation activity.
Hospitality Heroes
Two phases of this content marketing campaign have been produced, with a third
currently in production. The effort successfully highlighted the businesses and people
who led the recovery of the local economy, positioning El Segundo as the safest place to
1
Agreement No. 5861 C
shop, dine and play. In FY22 RIESTER will evolve the campaign to reach tourism
audiences outside the immediate region, highlighting the city's vibrant and renewed
hospitality offerings.
Additional Content Marketing
RIESTER will develop additional content to reach "fly" and "drive" tourism markets and
increase hotel occupancy. Tactics will include sample itineraries which leverage El
Segundo's proximity to LAX and position the city as a starting point for regional
exlopration (i.e. "Girls' Weekend" or "Family Vacation.') Tactics will also highlight specific
venues or events for which the city is ideally positioned (i.e. Disney and Universal
attractions and the upcoming Jazz Festival, Super Bowl, World Cup and Olympics)
Tactics to achieve the above may include, but are not limited to:
• Video and still image content creation for paid and organic digital implementation
• Blogger and influencer marketing campaigns
• Traditional print and out -of -home media
• Paid and organic social media executions including Facebook, Instagram, Twitter and
Linkedin content and asset development
• Website content strategy and recommendations
• Website updates and landing page creation to create a seamless cross-platform/media
experience relevant to the content created
ECONOMIC DEVELOPMENT
In FY21 the El Segundo Office of Economic Development and RIESTER engaged in a research
project which included in-depth interviews with leaders in the El Segundo business community.
This research resulted in a strategic direction that will position El Segundo as a city -to -watch as
trends in commerce and innovation unfold in the post -pandemic world.
Content Marketing
RIESTER will ideate and produce a flexible library of content including video, still and
other graphic/creative assets based on strategic recommendations. These assets will be
leveraged in a variety of paid, owned and earned media channels during FY22.
Tactics to highlight El Segundo's innovative, business -friendly climate will include, but are
not limited to:
• Success Stories from well-known and innovative companies, with a focus on how
decisions to locate in El Segundo contributed to that success. A variety of
industries will be sought including aerospace, biotech, real estate, media,
technology, sports and entertainment.
• Spotlight young, ethnically diverse and start-up companies, with a focus on what
attracted them to their specific space in El Segundo, highlighting affordable
i+
Agreement No. 5861 C
square footage, flexible and creative spaces and tax incentives, as well as what
makes El Segundo an ideal environment to network and grow a new venture.
• Features of commercial real-estate projects ongoing in El Segundo (i.e. the 888
Douglas Street campus), highlighting the affordability of office space and the
innovations taking place to accommodate changes to workplace culture in the
post -pandemic moment.
• Highlights of leaders from diverse industries as they share ideas and outlooks that
position El Segundo as a hub of innovation and economic growth for the entire
SoCal region.
Tactics to achieve the above may include, but are not limited to:
• Video and still image content creation for paid and organic digital implementation
• Traditional print and out -of -home media
• Paid and organic content and lead development strategy, leveraging email marketing to
prospective businesses once leads have been developed
• Content strategy for additional social media platforms, utilizing storytelling via video to
communicate the benefits of operating a business in El Segundo
• Website content strategy and recommendations
• Website updates and landing page creation to create a seamless cross-platform/media
experience relevant to the content created
BUDGETED DELIVERABLES
Account / Project Management
• Daily communications between the Client and agency to ensure projects are
implemented properly and on time
• Budget management, time management and resource management
Strategic Research / Planning
• Research and planning to ensure all generated content strategically aligns with the City's
goals and objectives
Interactive / Digital
• Digital content strategy based on agreed upon business goals balanced with the end
users expectations
• Content recommendations and campaign landing page development based upon
campaign goals and objectives
Creative / Production
• Campaign ideation
• Collateral/asset development to align with campaign objectives
• Creative asset development to support paid media placements (i.e. social ads, social
videos, digital display ad creation, etc.)
• Video production to support campaign efforts for Hospitality & Tourism and Economic
Development
3
Agreement No. 5861 C
Public Relations / Social Media Management
• Content strategy for key social platforms (i.e. Linkedln, Facebook, Twitter and Instagram)
• Content creation/storytelling
• Comprehensive reporting and optimization recommendations
Media Planning / Reporting
• Planning and development of a media flowchart to support various communication
channels along with timelines and spend
• Monitoring / optimization as need based on campaign progress and results
• Reporting / analytics through custom Google Data Studio dashboard; Provide insights for
each campaign on monthly basis
Media Buying
• RIESTER will execute placement of media through various media specialists, including
negotiation, execution, buy monitoring, reporting and invoicing
Hard Costs
• Photography
o Stock photos, stock footage, original/custom photography
• Production
o Audio/video; Stock music
o Talent (voice over)
• Website
o Unbounce subscription
• Collateral
o Supporting campaign collateral (i.e. posters, window clings, etc.)
• Outreach Efforts / Events
Costs are based on a $155 blended hourly rate.
4