CONTRACT 5861D AmendmentAgreement No. 5861 D
FOURTH AMENDMENT TO
AGREEMENT NO. 5861 BETWEEN
THE CITY OF EL SEGUNDO AND
RIESTER PACIFIC, INC.
THIS FOURTH AMENDMENT ("Amendment") is made and entered into this 1" day of July
2022, 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
$1,200,000.
B. The parties desire to extend the Agreement to June 30, 2023.
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 all 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 D
IN WITNESS WHEREOF the parties hereto have executed this Amendment the day and year
first hereinabove written.
C ' OF EL SEGUNDO
Darrell George,
City Manager
ATTEST:
.............
TrCL
ac We W er,
City Clerk
W
Taxpayer ID No.
Agreement No. 5861 D
EXHIBIT A
SCOPE OF WORK
Client: City of El Segundo
Project Title: FY22/23 Big Ideas Economic Development Campaign
Date: August 2022
RIESTER Contact:
Jodi Elle ielleLddestercom: Demi Bang, dban Ldir s�tercoii,
OBJECTIVES
This document outlines deliverables, costs, and timelines to produce and launch the Economic
Development campaign, "Give Yourself Some Runway". This campaign will focus on connectivity,
innovation, and incubation by highlighting the successes and opportunities for businesses in the
City of El Segundo. The campaign will come to life through video storytelling in a series of
interview -style conversations among established El Segundo business leaders and hot
up-and-comers.
This campaign will demonstrate how the City of El Segundo is incubating more business and
professional success by:
- Increasing awareness of and interest in El Segundo as an innovative incubator for
businesses large and small with a unique "small-town charm."
- Illustrating how El Segundo invites growth with its availability of real estate for
development and its large talent pool.
- Showcasing El Segundo's convenient central location with superior connectivity and
access to surrounding areas (highways, metros, beach, airport).
- Highlighting how El Segundo is a friendly and inviting city that offers a highly skilled
labor force, a desirable quality of life for employees, lower taxes, and lower lease
rates compared to other pricier business hubs in California.
GOALS
This campaign will continue to position El Segundo as a hub of commerce and innovation,
"Where big ideas take off" with specific goals to
- Reduce commercial office vacancies
- Attract new businesses and startups across a diverse range of industries
TARGETING
Entrepreneurs, developers, real estate professionals, and business owners.
Paid and organic efforts will focus on:
- LA County, surrounding beach cities and counties
El Segundo FY22/23 Econ Dev Campaign SOW 11
Agreement No. 5861 D
- Northern California (San Jose, Sunnyvale, Cupertino, Mountain View, South Bay area)
DELIVERABLES
To support the strategic objectives and goals, this campaign includes:
Campaign Assets:
- Videos:
- Six (6) long -form produced videos with 8-roll footage
- Start-up City
- Workforce Forward
- What's Next in the Workplace
- Race to Innovate
- Two (2) smaller company execs
- Companies TBD
- Six (6) short -form :15 videos for use in social and paid media
- Start -Up City
- Workforce Forward
- What's Next in the Workplace
- Race to Innovate
- Two (2) smaller company execs
- Companies TBD
Launch and updates to landing Page
- Bigideas.elsegundobusiness.com
Email drip campaign templates at minimum two (2) (new) in addition to existing five (5)
'Welcome New Business' campaign
- Welcome Email with video from the mayor embedded
- Drip campaign including at minimum three (3) additional emails
Paid Media:
- Google - PPC, Lead Gen - $18,000
- Pay per click- bid on keywords and pay for each click
- Paid Social - Boosted posts on El Segundo business Instagram and Facebook pages
$6,000
- Linkedln - InMail, Video, Sponsored Content, Lead Gen - $36,000
- InMail - allows the City to directly message another Linkedln member.
- Sponsored content - resembles the city of El Segundo editorial content but is paid
for and intended to promote the City.
- Lean generation - created for e-newsletter sign-ups
- Contingency TBD $9,000
El Segundo FY22/23 Econ Dev Campaign SOW 12
Agreement No. 5861 D
TIMING
August 2022 - July 2023
BUDGET
Account / Project Management
Strategic Research / Planning
Interactive / Digital
Creative / Production
Hard Costs (stock images, digital tools and platforms)
Media Planning, Buying & Reporting
Paid Media (net)
Social Media
Sub -Total Hours
$20,000
129
$3,000
19.5
$7,500
48
$29,000
187
$10,000
$20,000
129
$70,000
$10,000
65
Contingency $15,000
ti I INSIU171 WE'
RIESTER will bill hours spent each month towards the estimated budget. If the amount is projected to exceed the
estimated budget, RIESTER will provide a written addendum with an estimated number of hours for approval. Hours are
billed at a rate of $155 per hour.
APPROVALS
I am in agreement with the fee, description, and details outlined above. (Please sign below.)
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Client Name, Title
El Segundo FY22/23 Econ Dev Campaign SOW 13
Agreement No. 5861 D
SCOPE OF WORK
Client: City of El Segundo
Project Title: FY22/23 'Start Here' Hospitality & Tourism Campaign
Date: JULY 1, 2022
RIESTER Contact:
Jodi Elie ielle�c riester.com; Demi Bang, bang( riestercom
OBJECTIVES
This document outlines deliverables, costs, and timelines for the continuation of the 'Start Here'
Hospitality & Tourism campaign. This campaign leverages El Segundo's central location to all the
best of what SoCal has to offer. With affordable accommodations and quick access to the airport,
stadiums, theme parks, beaches, and world -class restaurants, El Segundo is the perfect entry
point. This campaign comes to life through digital itineraries that provide inspiration for every
type of visitor and how they can make the most of El Segundo_
GOALS
This campaign will continue to build awareness and interest of El Segundo as a destination with
specific goals to:
- Attract new and repeat visitors
- Support continuing recovery from the pandemic's impact
- Increase hotel occupancy
- Highlight upcoming events and popular attractions
- Further position El Segundo as a vibrant center of activity across SoCal
TARGETING
To expand reach and increase engagement with campaign content, RIESTER recommends a
targeted, integrated plan that will persuade vistors to 'start here:
Paid and organic efforts will focus on:
- In -state travelers in the surrounding beach cities and greater LA/OrangeNentura County
plus top cities in northern California
- Out-of-state travelers in key markets
- Top origin states (AZ, TX, NV, WA)
- Cities where people are most likely to travel from for larger scale events
El Segundo FY23/23 H&T Campaign SOW 11
Agreement No. 5861 D
DELIVERABLES
To support the strategic objectives and goals, this campaign includes:
- Account / Project Management
- Regular 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 executions based upon campaign goals and
objectives
- Creative / Production
- Campaign strategy for ongoing updates and extensions
- Collateral/asset development to align with campaign objectives
- Creative asset development to support paid and organic media placements
- Video production for campaign updates
- Social Media
- Campaign strategy and support; including hashtag development, image captions
per post, tagging recommendations)
- Media Planning / Buying / Reporting
- Planning and campaign management
Media flowchart actualization with timelines and spend
Monitoring/optimization as needed based on campaign progress and results
Reporting/analytics through custom Google Data Studio dashboard;
Provide monthly campaign performance reports
Execution of media plan through agreed upon mediums and channels, including
negotiation, execution, buy monitoring, reporting, and invoicing
- Hard Costs
- Stock photography/animations
- Production
Video editing
Audio; Stock music
Talent (voice-over)
El Segundo FY23/23 H&T Campaign SOW 12
Agreement No. 5861 D
- Website
- Unbounce subscription
Collateral
- Supporting campaign collateral (print ads, etc.)
Campaign Assets (new and/or refreshed):
- Videos:
- Vignette :15 videos at minimum two (2) (new)
- Nightlife
- Sports/Hockey/Basketball
- Compilation video :60 (update with new vignettes)
Landing Page updates (refreshed adding new videos content and iteneraries)
- start.destinationelsegundo.com
Digital itineraries at minimum two (2) (new for hockey & nightlife)
Digital media ads at minimum two (2) each per platform for display and social (new for
hockey & nightlife)
- Organic social ads at minimum two (2) (new)
- Print ads two (2) (TBD) (refreshed)
- Park Here campaign integration concept (TBD)
- Paid ads and organic posts (TBD)
Paid Media:
- Google Pay per click- bid on keywords and PPC - $16,000
- Programmatic Display & Video -targeting audiences across channels including digital and
mobile video, Connected TV, and display advertising - $15,600
- Streaming TV - Ads delivered to users on their internet-connected devices. A smart TV,
also known as a connected TV, is a traditional television set with integrated Internet and
interactive Web 2.0 features, which allows users to stream music and videos, browse the
internet, and view photos. Connected TV helps to reach audiences that aren't watching
cable anymore — or never did. CTV can also unify your ad buys across linear and
streaming, with smarter measurement and more control over who sees your ads and how
often. Track digital and traditional measurements, including rating points - $35,500
- Facebook/Instagram - Sponsored Posts, News -Feed, Stories - $22,000
El Segundo FY23/23 H&T Campaign SOW 13
Agreement No. 5861 D
TIMING
August 2022 - July 2023
BUDGET
Account / Project Management
Strategic Research / Planning
Interactive / Digital
Creative / Production
Hard Costs (stock images, VO, etc_)
Media Planning, Buying & Reporting
Paid Media (net)
Social Media (copy, posting, tagging)
Sub -Total Hours
$20,000 129
$3,000 19.5
$2,500 16
$10,000 65
$5,000
$20,000 129
$90,000
$10,000 65
Contingency $5,000
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RIESTER will bill hours spent each month towards the estimated budget. If the amount is projected to exceed the
estimated budget, RIESTER will provide a written addendum with an estimated number of hours for approval. Hours are
billed at a rate of $155 per hour.
APPROVALS
I am in agreement with the fee, description, and details outlined above. (Please sign below.)
ve �v-z /- z
JIM Signature Date
Client Name, Title
El Segundo FY23/23 H&T Campaign SOW 14