CONTRACT 5861E AmendmentAgreement No. 5861 E
FIFTH AMENDMENT TO
AGREEMENT NO.5861 BETWEEN
THE CITY OF EL SEGUNDO AND
RIESTER PACIFIC, INC.
THIS FIFTH AMENDMENT ("Amendment") is made and entered into this 12TH day of August
2023, 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 per fiscal year, so that the total, not -to -exceed amount of the
Agreement is $1,550,000.
B. The parties desire to extend the Agreement to June 30, 2024.
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 E
IN WITNESS WHEREOF the parties hereto have executed this Amendment the day and year
first hereinabove written.
OF EL SEGUNDO
Daftell George,
City Manager
Tracy Weaver,
City Clerk
AS TO FORM:
Mark D.
City AM
OE R PACIFIC INC.
Tim Riester
CEO
Lke�
Melissa Barnett
Director of Finance
Taxpayer ID No 86-1014567
Agreement No. 5861 E
EXHIBIT A
S 01l2E OF WORK
Client: City of El Segundo
Project Title: FY24 Creative and Media Campaign
Date: August 17, 2023
RIESTER Contact:
Alan Perkel, trjgrlIc f,Lc"�jj ��t��ofn
Kristi, Segall,7,i
Demi Bang, g!,,)g w
OBJECTIVES
This document outlines deliverables, costs, and timelines to = c.c
Economic Development campaign and the "Start Here"
Hospitality & Tourism campaigns.
The Economic Development campaign has so far been fortunate to receive participation of great
business leaders. All efforts are designed to continue strengthening El Segundo's position as a
hub of commerce and innovation — or in other words, "where big ideas take off."
The Hospitality and Tourism 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.
GALS
The focus for Economic Development will be to direct more resources toward paid media in order
to support the extensive library of creative assets created to date, as well as new assets to be
created. RIESTER and the city's team will continue to collaborate in bringing more respected
voices from the pro sports, biotech and aerospace industries to speak on behalf of El Segundo.
2024 will see the establishment of El Segundo's startup accelerator, and there's every reason to
believe that will result in success stories for years to come.
For Hospitality and Tourism - in an effort to continue to build awareness and reputation of El
Segundo as a destination in key markets and increase engagement with campaign content,
RIESTER recommends a targeted paid media plan that will continue to persuade travelers to
'Start Here'
* Attract new and repeat visitors
El Segundo FY24 Econ Dev Campaign SOW 11
Agreement No. 5861 E
• Increase hotel occupancy
* Highlight upcoming events and popular attractions
+ Further position El Segundo as a vibrant center of activity across SoCal
For Economic Development:
Entrepreneurs, developers, real estate professionals, and business owners.
Paid and organic efforts will focus on:
- LA County, surrounding counties
- Northern California (San Jose, Sunnyvale, Cupertino, Mountain View, South Bay area)
For Hospitality and Tourism:
- In -state travelers in the surrounding beach cities and 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
IUI')t;=LIVE I -ES
To support the strategic objectives and goals, this campaign includes:
"aura paiii n Assets:
Economic Development
- Run It Hotter
- One (1) long -form produced video$ with B-roll footage in two (2) sizes with and
without caption - total of 4 assets
- One (1) short -form :15 videos in two (2) sizes with and without caption - total of 4
assets
- Two (2) quote graphics in four (4) different sizes - total of 8 assets
- New Ambassadors <;
- Two (2) quote graphics for each ambassador in four (4) different sizes - total of 64
assets
- Aerospace: Melanie Stricklan (Slingshot)
- Biotech: Chris Sharp (HRT/Skye Bio), Christi Shaw (Kite Pharma), Patrick
Soon-Shiong (NantWorks)
- Energy: Doug Bernauer (Radiant)
- Pro Sports: Jeanie Buss (LA Lakers), Luc Robitaille (LA Kings), Chris Spanos
(LA Chargers)
- Linkedln Sponsored Content: 7 Things to Consider
- Copy for 7 Things
- One (1) Ad Graphic
- One (1) Email Layout
- Startup Accelerator
El Segundo FY24 Econ Dev Campaign SOW 12
Agreement No. 5861 E
- Branding Identity, Style Guide, and Logo Development
- Landing Page
- Strategy and Execution
- Digital Advertising Assets; up to two (2) revisions
- Two (2) social graphic
- Two (2) quote graphics in four (4) different sizes
Welcome New Business Email Drip Campaign
- Revisions and Implementation to five (5) emails; up to two (2) revisions
Continuous updates to the landing page
Bigldeas.ElSegundoBusiness.com
Hospitality and Tourism
- Corporate Travel and Business Entertainment
- One (1) vignette :15 video in two (2) sizes - total of 2 assets; up to two (2) revisions
- Graphics for Paid Media - total of 30 assets
- One (1) graphic for Hotelier Focused -10 different sizes
- One (1) graphic for Corporate Entertainment Focused -10 different sizes
- One (1) graphic for Convenient Geography Focused -10 different sizes
- One (1) Digital Itinerary for Business Travel to be updated on landing page
Continuous updates to the landing page to match paid media ads
- Start.DestinationElSegundo.com
Paid Media Buy:
For Economic Development
Google (Discovery and Paid Search) - $35,000
- Google Discovery ads are displayed across the following Google products: Gmail,
YouTube, & the Discovery app.
- Paid Search provides on demand support for business professionals who are
searching keywords that relate to them looking to move their business to El
Segundo.
Linkedln - $50,000
- Linkedln provides a platform where targeting by occupation is an option which
allows for these ads to be seen by the business professionals who are decision
makers when it comes to relocating a business.
For Hospitality and Tourism
- Connected TV (CTV) and Over -The -Top (OTT) - $39,000
- CTV refers to devices, i.e. Samsung SmartTV or other at-home peripheral boxes,
such as AppleTV, Roku, Fire Stick, XBox, etc. Using CTV advertising will provide
great reach at lower budgets than traditional broadcast TV.
- OTT refers to content which arrives "over the top" to TVs, laptops, tablets and
phones, such as Hulu, Netflix, Peacock, Amazon Prime, etc. We will add
cross -device retargeting to our OTT strategy, so when a specific user sees an ad
El Segundo FY24 Econ Dev Campaign SOW 13
Agreement No. 5861 E
on their TV, they will see follow-up ads on other devices they own.
Google Ads (Discovery, Paid Search, and YouTube) - $22,000
- Google Discovery ads are displayed across the following Google products: Gmail,
YouTube, & the Discovery app.
- Paid Search provides on demand support for business professionals who are
searching keywords that relate to them looking to move their business to El
Segundo.
- YouTube will target high intent travelers with high impact video that showcases the
things you can experience in El Segundo. Custom affinity audiences will match the
CTV buy as well as include audiences who are in -market for travel to California.
Paid Social Media (Facebook and Instagram) - $21,400
- Paid social media will serve ads to users through sponsored posts, news feed, and
stories.
Programmatic Display - $17,000
Display ads will be targeted to these users when they post or engage with content
relevant to these audiences. Amobee display ads will target users who post or
engage with content relevant to these audiences as well as retarget users once
they have watched an OTT ad.
. Ad Serving Fees - $600
Agency Labor:
Account & Project Management
RIESTER will provide project management and account/integration services to ensure campaign
plan success. RIESTER's project managers and integration team are responsible for managing
scope, timelines, deliverables, budgets. The account/integration service team will attend
bi-weekly status and monthly budget calls, in -person meetings and provide updated status
reports for client review. The integration/account service team will also work closely with
RIESTER's accounting teams to provide monthly invoices that match and reconcile estimated
versus actual costs.
Strategy & Reporting
RIESTER will provide fiscal year planning as well as monthly media performance reporting.
RIESTER will also provide a larger mid -year recap presentation with any recommended
optimizations, including a Hoteliers deck recap.
Interactive & Digital
RIESTER has allocated monthly hours for updates to both landing pages for Econ Development
and Hospitality and Tourism, as well as email campaign implementation and updates to the
RIESTER creative dashboard.
Creative Production Services - RIESTER will produce the creative deliverables listed about for
the FY24 media campaign. Any additional creative services will be provided a new cost estimate
before work begins at a discounted and blended hourly rate of $155.
El Segundo FY24 Econ Dev Campaign SOW 14
Agreement No. 5861 E
Media Buying & Planning - Upon client approval of the annual media plan, RIESTER will execute
and traffic all media placements with selected media partners. RIESTER will create a working
media flowchart that details all placements by market, by campaign, and by offer/promotion
throughout the course of the year. Each media flowchart will be provided upfront and can be
revised with client changes as needed throughout the fiscal year.
Media plan creation: Done
Signed SOW/Media Authorizations due: August 18, 2023
Media negotiation/placement: August 21 - September 1, 2023
Campaign launch: September 5, 2023
Campaign end: June 30, 2024
Term: 11 months
13tfIIIC"1GfiT'
Econ Dew
Monthly
H&T
Monthly
Total
Hours
Hours
Account / Project Management
$27,280
16
$17,050
10
$44,330
Strategy / Reporting
$6,820
4
$8,525
5
$15,345
Interactive / Digital
$13,640
-
$3,410
-
$17,050
Creative / Production
$38,700
-
$8,700
--
$47,400
Media Planning / Buying
$13,640
8
$17,050
10
$30,690
Paid Media (Net)
$85,000
-
$100,000
-
$185,000
Hard Costs/VO Talent/Stock
Images/Audio
$5,000
-
$5,185
-
$10,185
Total
$190,080
$159,920
$350,000
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. Line items without a monthly average are billed per project.
El Segundo FY24 Econ Dev Campaign SOW 15
Agreement No. 5861 E
I am in agreement with the fee, description, and details outlined above. (Please sign below.)
a
i nt Signature � f Date
A�
Client Name, Title `
El Segundo FY24 Econ Dev Campaign SOW 16