We People Hello, BPCP, It’S Nice to Meet You

BALBOA PARK CULTURAL PARTNERSHIP Request for Proposal

ARPIL 14, 2014

We People Hello, BPCP, it’s nice to meet you. As an agency, we believe that to truly connect with consumers, and physically move them to take action, we must first move them emotionally. And that’s just what we do.

Introduction | 03 TO THINK, DREAM AND LUST

TO BUY, GO AND EXPERIENCE

We Move People.

TO CALL, TEXT AND SHARE A LITTLE ABOUT

PLANT THE MERINGCARSON RIGHT SEEDS Founded in 1985 50+ Employees $50M+ Billings Offices in Sacramento & San Diego Part of Worldwide Partners Inc. Network Oh, and we’re fun people too

PLUCK THE RIGHT STRINGS

CAUSE THE RIGHT REACTIONS Sacramento

WE HAVE TWO OFFICES STRATEGICALLY LOCATED IN CALIFORNIA

San Diego Integrated Structure Our holistic planning process is led by our Brand Integration Group — or as we like to call them, the BIG. The BIG is a multi-disciplinary team that meets and collaborates on your brand, to ensure no stone has been left unturned and all departments’ POVs have been considered.

Integrated Creative Ideation

• EMCEE DESIGN • PRODUCTION STUDIO Brand Management

Brand Integration Insights & Strategy Group • RESEARCH • ANALYSIS Integrated Media

• ANALYTICS • IN-HOUSE PLACEMENT

Operations & Finance

Introduction | 07 Capabilities & Services Fully-integrated. Comprehensive. Insert other flashy industry buzzword here that means we do it all. The point is that through our full suite of in‑house capabilities, we provide our clients exactly what they need, when they need it. And as those needs evolve, we remain the perfect partner to carry out the vision of your brand.

Research, Insights Connections Interactive Creative Graphic Global & Brand Strategy + Media + Digital Ideation Design Partnerships

Introduction | 08 CURRENT CLIENT LIST

Access Networks Keep Your Home California The Sacramento Kings Collateral and digital design Strategic and media planning/buying, Advertising, identity creative development Auto Club Speedway San Diego Tourism Authority Full service: planning, buying, traditional, digital, Lodi Winegrape Commission/LoCA* Full service: research and ad tracking, strategic creative and production Strategic planning, media planning and buying planning, media planning and buying, creative (traditional and digital), creative and content and content development/production, etc. CALSTAR development and production Brand identity design Sierra-at-Tahoe Mammoth Lakes Tourism Digital and traditional advertising development, Cambria Solutions Full service: research, strategic planning, media collateral design Brand identity design, business system, planning and buying (digital and traditional), website development creative and content development and TaylorMade Performance Labs production Digital audit and strategic planning Central Garden and Pet Digital planning/buying Pacific Life Insurance The Vintage Estate Creative concept development Digital media planning/buying, Downtown Sacramento Partnership collateral and e-communication design Strategic planning Park Hyatt Aviara Digital media planning/buying Visit California G3 Enterprises (Gallo) Full service: research/tracking, strategic Advertising campaign development, Pebble Beach Resorts planning, media planning/buying (digital and website re‑development Strategic planning, media planning/ traditional), creative and content development buying: digital and traditional, creative and and procurement Got Your 6 content development Strategic planning, creative and content The Walt Disney Company development/production, PSA/video Red Lion Hotels Retail point of sale, digital e-communication, production Brand identity, research, content development ticket cards

Introduction | 9 Markets Served Our agency is active in the following markets: Local, Regional, National and Global

Travel & Tourism 75%

Sports & Entertainment 10% Industry Markets

Professional Services 6%

Government 5%

IT/Consulting Services 2%

Food & Beverage 2%

Introduction | 10 Agency Bios + AGENCY BIOS

David Mering Greg Carson Paul Whitbeck Founder & CEO Chief Creative Officer/Partner General Manager

The descendant of a long line of lawyers, Thinking that advertising was all about Having served in the U.S. Army, David broke the family mold and followed writing jingles (and hoping his musical expertise Paul Whitbeck knows a thing or two about his passion to become an “ad man.” would play to his advantage), Greg came discipline, teamwork and how to clean to Mering & Associates as a copy intern in 1993. almost anything with a toothbrush. It is the Just five years after graduating from California He soon realized that advertising wasn’t about first two virtues (well, maybe a little bit of State University at Sacramento with a B.A. catchy jingles, but communicating complex ideas the third, too) that makes him the man you in Communications, David recognized the in the simplest way possible. want on your side. opportunity to create a different kind of advertising agency; one that connected Greg has developed an unwavering ability During his impressive 20-year tenure at consumers to brands on a deeper level. So to recognize each client’s unique voice and MeringCarson, Paul has been a key part when he founded Mering and Associates, he communicate it effortlessly. It is this skill that of many pivotal projects at the agency, “If you settle also created Meringology™, a formula that “Winston has lead him to oversee some memorable and “Really care including Tourism Fiji, Pebble Beach simply states: The Heart + The Head = Results. acclaimed campaigns in the industry including Resorts and the NFL. As General Manager, for ordinary, 30 years (and one agency name change) later, Churchill his work for the NFL, Visit California, Disney, about what Paul is tasked to help MeringCarson grow. MeringCarson has been delivering just that. Tourism Fiji, Orkin and Pebble Beach. Of course, fundamental to that growth you shouldn’t said, ‘All the other people is the success of every one of our clients. David has been the driving force behind the Other than a two-year stint at J. Walter Thompson Since Paul has a sincere and genuine interest count on growth of his small start-up into a nationally- great things in Atlanta, GA, Greg has been with the agency have to say. for every person that he meets, caring for recognized, award-winning agency. And while his entire career. In 2006, Mering & Associates our partners comes pretty easily to him. extraordinary he has his hand in every project the agency are simple, became MeringCarson. If you listen produces, he also is a firm believer in giving Outside of work, Paul loves good food, wine results.” back to his beloved Sacramento. David has and can be Greg still loves and plays music. If you are at more than and spending time with his wife and two served as former board member of the Family the agency late at night, you might just hear an daughters. Although, he might be spending a Service Agency, Fairytale Town, People expressed in acoustic version of a Miley Cyrus or Britney Spears you speak, lot less time with his oldest daughter, Haley, Reaching Out Advisory Board, KVIE Advisory song drift from his office. But don’t tell anyone; if she continues to whoop him in golf. Board and the Sutter Health Foundation, just a single word: he has a reputation to uphold. you tend to to name a few. freedom, end up in a At the end of the day, David is a self-described “lover of good living” and needs nothing more justice, honor, really good than his family, a good bottle of wine and the occasional lap in the pool to unwind. duty, mercy, place.” hope.’ I believe that the same is true about brands.”

Agency Bios | 12 + AGENCY BIOS

Cori Boone John Mergen Michael Leonardini Director of Research Director of Media Strategy Design Director/Emcee Design and Consumer Insights If advertising media were a suit, When Michael Leonardini was 10 he began As a lean, mean research machine, Cori is John would be the tailor, skillfully taking nailing words into wooden beams at his responsible for strategically positioning in and releasing different media to childhood home. From that moment on he (and re-positioning) MeringCarson’s customize a unique fit for each individual fell in love with design and typography. Now, clients so that they achieve tangible ROI client. And we must say, they look while he is no longer creating imperturbable and optimum results. remarkable. typos, he pursues his passion by leading the agency’s in-house design firm, Emcee Design, Before coming to MeringCarson, After earning his B.A. in Broadcasting in the ideation and creation of great work. Cori spent time at CBS Entertainment from Arizona State University, John spent promoting new network programming time at ad agencies from San Francisco to Michael graduated from San Francisco and at Tandy Corporation as an Boston creating the perfect media mix for State with a B.A. in Journalism and prior to “Observe well.” advertising manager. It was this unique “Work hard, Jamba Juice, Sprint PCS, Match.com and “Create joining the MeringCarson team in 2005, he blend of agency and corporate marketing 20th Century Fox. Now, he’s brought his spent time at Barcellona, a branding agency experience that has given her insight into be creative, mad skills to MeringCarson and oversees something specializing in design and advertising for how to successfully bring consumers offline and interactive media plans to real estate and planned developments. and brands together. Cori’s strategies have a voice.” successfully differentiate every brand that matters.” Now, Michael rolls up his sleeves and strives have effectively branded clients like that steps through our door. to foster individual creativity within his Visit California, Lake Tahoe Visitors team as well as pull their talents together Authority, Tourism Fiji, Pebble Beach Away from the office John enjoys being to create some of the greatest design work Resorts and so many others. a movie buff, getting buff, and watching in advertising today. Michael’s touches Buffy the Vampire Slayer. can be seen on clients like Thunder Valley Cori loves being outside, spending time Casino Resort, Visit California, Disney and with her family and possesses a passion Paramount Pictures. for fashion. She can vividly recall with horror her first jobs where she had to When he isn’t focusing on the small details, wear a pioneer outfit and then… (gasp!)… Michael focuses on his not-so-secret talent of brown polyester. making awesome mix tapes and slow dancing.

Agency Bios | 13 + AGENCY BIOS

Sarah Mettee Ahnalise Draper Alanna Bradley Brand Manager Project Manager Research Assistant

Sarah’s first job was working at her parents’ Ahnalise or Ahnie, as we call her Much like a hawk, Alanna possesses razor bakery serving up delicious doughnuts and at the office, thrives in fast-paced sharp vision. However, unlike the bird, she sweets. Today, she still delivers mouth- creative environments. Precisely puts her eyes to work spotting unique watering goods with a smile in the form of why she prefers to be smack dab in insights in focus groups and pulling out the appetizing ads. the middle of the action as one of our key learnings integral to creative ideation. fearless Project Managers. Also unlike a hawk, sadly, Alanna cannot fly- Before coming to MeringCarson in 2007, Ahnie earned her Bachelor in Fine but we love her anyway. the UC Santa Barbara grad worked for Arts and Communication at Loyola fellow Encinitas agency NYCA. Now Sarah’s Marymount. She then took it up a Prior to MeringCarson, Alanna spent time friendly personality and genuine concern for notch by achieving a master’s degree at Runyon, Staltzman & Einhorn as well those around her have helped further the in Business Administration. Not long as at Wallrich Landi managing accounts success of clients like San Diego Convention “Tomorrow after her academic conquest Ahnie “Dig in and like Make-A-Wish Sacramento and the “Get to know & Visitors Bureau and Manchester Grand joined up with Hill and Knowlton Sacramento Rivercats. Now, her people Hyatt San Diego. is a new day, and later worked with LMU make sure skills and upbeat attitude come into play as your clients Athletics Media Relations. Lending she assists the research team in uncovering Sarah is blessed with what is known fresh with no her craft to such brands as Adidas, it’s right.” crucial points of difference and emerging on a personal as “Becky-Smarts,” a skill inherited from Hewlett Packard and Fox Home trends for brands like Disney and Lodi her mother that gives her super-strength mistakes.” Entertainment. Winegrape Commission, just to name a few. level. It makes common sense and superior resourcefulness. Acting as MeringCarson’s second set of eyes can take a lot of your When she’s not combing through findings, work more free time. But, any time left over Alanna doubles as a modern-day treasure Ahnie prefers to spend it traveling, hunter — searching for vintage clothes and enjoyable painting or riding into the sunset via antiques on the weekends. and helps you horseback. understand where they’re coming from.”

Agency Bios | 14 Related Experience + EXPERIENCE

LOCAL. WISE. Local. Wise. Local. Wise. LocalWise

1A 1B 1C 1D

RED LION RED LION LOCAL. WISE. HOTELS LOCAL WISE HOTELS

1E 1F

Related Experience | 16 + EXPERIENCE [ nonprofit/social movement]

pantone 7427C pantone 417C cmyk 007 100 067 031 cmyk 028 018 028 054 rgb 150 023 046 rgb 109 111 100 web color #96172E web color #6D6F64

[ P ] 3 \\\\\\\ senior gleaners - identity and collateral

+ senior gleaners [ identity ]

SENIOR SENIOR SENIOR GLEANERS GLEANERS GLEANERS INC. INC. INC.

1 2 3

Related Experience | 17

©2012 Case Studies Brand Overview Results The Hollywood Military Forum was an organization consisting of a group of veterans, coming together in partnership with Be The Change, Inc. and Service Nation. Leveraging the power and influence of the entertainment and media industries, they set out to change the discussion about the millions of Veterans 200 soon to be returning home from Iraq and Afghanistan. IMPRESSIONS

Challenge A logo request turns into a need for a full-blown campaign The Hollywood Military Forum approached MeringCarson to develop a new logo for their newly-formed organization. Their goal was to bridge the civilian-military divide and illustrate how Veterans are civic assets that will reinvigorate communities. 83,000 However, as a start-up venture in a highly competitive marketplace - TIMES - with no real budget or assets, we determined that the group needed much more than a logo. They needed a platform. NATIONALLY

Solution Develop a brand and a platform to truly affect social change REGIONALLY MeringCarson dug in to understand the challenges and opportunities that Veterans have faced, past and present, as they returned home from service to our country. This discovery and immersion process unearthed the phrase “Got Your Six” which in the military is a common way of saying “I’ve got your back.” The powerful expression became the launching point of a new brand, logo, and campaign slogan, but $ MILLION $ OVER EARNED TOTAL most importantly provided a direct connection to the activation points necessary to gain support with strategic partners across the PIN/MERCHANDISE U.S. and globally. The campaign focused on the six pillars of civilian SALES reintegration: Education, Health, Housing, Family, Leadership and Jobs. To satisfy the “Jobs” pillar, for example, Got Your 6 is partnering OF with the U.S. Chamber of Commerce’s Hiring Our Heroes program to THE facilitate commitments to hire 500,000 veterans and military spouses 236k GOAL by the end of 2014, as a part of the campaign. In order to leverage VETERANS HIRED the power and influence of Hollywood and major media networks, 500k MeringCarson worked collaboratively with various strategic consultants to launch a “whisper campaign” that began with Tom Hanks wearing the “6” pin on the Academy Awards. Star-studded PSAs were also created featuring notable celebrities such as Sarah Jessica Parker, Alec Baldwin, Bradley Cooper and Michael Douglas among many others.

Case Studies | 19 a From designing a logo to the creation of a powerful brand and an admirable movement.

c d

a. Branded / Sponsored Race Car

b. Merchandise

c. PSA

d. Earned Media Coverage

Case Studies | 20 Results

Brand Overview WEBSITE INCREASE The Lodi Winegrape Commission is the entity responsible for TRAFFIC promoting the wines and wineries of the Lodi region — with the goal of creating growth in demand and value for Lodi grapes. % Challenge 244 Elevate the status of Lodi Wine in order to increase demand for Lodi Wines, while also increasing the price of Lodi grapes. TIMES LoCA + Solution SOCIAL MEDIA After familiarizing the team with the Lodi Wine offering FAN BASE and studying the defined competitive set, MeringCarson 4x conducted research to better understand perceived brand strengths, weaknesses, barriers and opportunities. 10x VIDEO What emerged was very interesting: strong heritage and tradition achieved through its 100-plus years in the wine industry, juxtaposed by a new more progressive attitude that was fun and youthful. Emcee INDUSTRY BENCHMARK VIEWS Design brought the strategic platform to life through the idea of LoCA. While it literally stands for Lodi, CA — the double entendre refers to the passion (crazy) that the people of Lodi have for wine. Research indicated the idea resonated strongly with consumers. Not only did it contemporize Lodi…it made consumers think more favorably of Lodi Wine, and made them interested in visiting the region’s wine tasting venues.

When redesigning the logo, Lodi, CA became LoCA — and from there the story of Lodi’s passion for winemaking emerged. Case Studies | 21 b a

Branding Guidelines

a. Website Redesign

b. Brand Standards Development

c. Business System

d. Video Content Hub

Case Studies | 22 Solution Results Through a diligent research process, The brand campaign achieved we discovered that San Diego owns a “Sunny Outlook” — a combination of the people, the place and the climate Brand Overview inspired optimism and positivity. When one visits San Diego, they SPOT The San Diego Tourism Authority is responsible for domestically experience a heightened sense of % MARKET promoting San Diego tourism and group business. MeringCarson is 47 energy and happiness, giving them a SDTA’s Agency of Record and leads the extended integrated team. more positive outlook and an elevated mood. This strategic platform led to AWARENESS the development of the “Happiness Challenge is Calling” brand campaign. When MeringCarson began working with San Diego in 2008, their brand position had not been well defined. In the battle to maintain and grow travel volume and share, the program needed 1.8 MILLION to viscerally connect with consumers — not only differentiate the ROOM NIGHTS experience but drive desire to the destination.

The advertising was responsible for generating nearly $230 million in revenue from 1.8 million room nights between June and Find yourself in a place September 2012. soaked in positive vibes.

Case Studies | 23 d a

b a. “Happiness is Calling” :30 TV FEATURED ON SKIFT 2014 “BEST TRAVEL ADS”

b. “Happy Happens” Print c. Newspaper insert d. “Happiness is Calling” Digital executions

• Rich media banners achieved a 17% dwell rate with an average engagement of 51 seconds • Pre-roll video units delivered high impression volume with an 83% video completion rate

Case Studies | 24 Creative Samples + DISNEYLAND

OUT OF HOME

Creative Samples | 26 + DISNEYLAND

bring your party hat

the 50th celebration ends soon (866) FUN-TIXX life is short celebrate now

the 50th celebration

©Disney ends soon (877) FUN-TIX7

OUT OF HOME

Creative Samples | 27 + DOWNTOWN DISNEY

Downtown Disney® District is a stunning outdoor environment that offers dining, shopping, dancing, live entertainment and much more. And all of it is served up with a touch of magic. Disney magic.

HAPPINESS RIGHT AROUND THE CORNER

Downtown Disney® District is loaded with great dining options, shops, games, music, dancing

and movies. Because at the Downtown Disney® PROMOTIONAL CAMPAIGN District happiness is more than just a state of mind, it’s a destination.

Creative Samples | 28 + DISNEY RESORTS

P.O.P. DISPLAYS

DISNEYLAND TICKETS

Creative Samples | 29

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Bypass the ticket booths & go straight to the Gate! Gate! the to straight go & booths ticket the Bypass PRODUCER Lisa Tharp

Happiness Here! BRAND MANAGER Anissa Wallace

+ DISNEYStarts RESORTS NAME OF PUB/DATE n/a

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Creative Samples | 30 + VISIT CALIFORNIA [ dream 365 project ]

YOUTUBE GADGET / VIDEO PLAYER

DIGITAL CAMPAIGN - SOCIAL MEMES

Creative Samples | 31 + VISIT CALIFORNIA [ dream 365 project ]

FACEBOOK PAGE

dream365.visitcalifornia.com

TWITTER PAGE LANDING PAGE

Creative Samples | 32 + SOUTHERN CALIFORNIA TRIBAL CHAIRMAN’S ASSOCIATION [ not-for-profit]

PRINT ADVERTISING CAMPAIGN PRINT

Creative Samples | 33 + KIDS ROCK FREE [ not-for-profit]

LOGO / BUSINESS SYSTEM / APPAREL / PROMO / FUNDRAISING CAMPAIGN

Creative Samples | 34 Agency Services Proposal The Ask Outlined on the following pages is a proposed scope of work and cost proposal that takes a research first approach to developing a strategic platform and brand identity — positioning Balboa Park as a compelling San Diego attraction for tourists as well as residents.

Agency Services Proposal | 36 Phase 1 (Strategic Planning) Immersed in your initiative, our agency will conduct the following tasks:

Immersion 2 Consumer Groups: Conduct online focus Target Identification & Persona Development groups with past guests. Leverage Balboa Park MeringCarson will use your database and any profile Day One Session: In-person agency and client Cultural Partnership’s database to effectively and information in addition to our secondary research meeting to immerse ourselves in any current data or efficiently recruit familiar guests. We generally to help develop key personas. These personas plans client has developed. rely on those most familiar as they provide us the aggregate people by commonalities related to their greatest insight in positioning exploration. We passion points, interests and behaviors. This process Secondary Data Review: Use a variety of in-house will expose consumers to a variety of projective will also identify their demographic composition. secondary research resource tools to immerse techniques and exercises that will help us get ourselves in the target, category and key trends. beyond their rational feedback, and expose their Brand Extension & Connections Ideas emotionally based connections to the brand Upon approval of the key target personas, the This data/learning will help guide development of and product. agency will ideate and deliver ideas on how Phase Two research. to communicate the new brand to consumers MeringCarson would provide an email that would via some tactical connections ideas. Exploratory Brand Research be sent to past guests inviting them to participate Extend Immersion learning by conducting primary in an online session. If interested they would click Deliverables qualitative research among two audiences: on a link and go through a screening process. MeringCarson would host the screener and manage • Strategic Platform/Positioning all recruiting. The online platform allows for clients 2 Key Stakeholder Groups: In-person focus groups • Key Messages (Visitor & Resident) with key staff, board members or influencers. to listen in and follow the chat session online. Each • Brand Extension & Connections Ideas These will be used to obtain the internal and local session would accommodate 8 respondents. audience perspective and to involve them in the branding initiative. Groups would accommodate 8 respondents per session.

Agency Services Proposal | 37 Phase 2 (Brand Identity Development) Upon completion of the first phase, we will move into the second phase of tasks:

Tagline Development Brand Guidelines Manual Using the new brand positioning, the agency will develop 3-5 The agency will develop an 8-page brand guidelines (PDF) to new taglines for consideration by the committee, presented in guide subsequent use of the brand identity in communication. a lock-up with the existing logo. Costs include initial round of Content will include a brand overview, logo usage guidelines ideas, plus one round of revisions and a mechanical of the final (do’s and don’t/clear space requirements, etc.), color palette, approved logo/tagline lock-up. typography, and complementary design elements.

Agency Services Proposal | 38 Value Proposed Cost $70K $50K* MeringCarson is prepared Agency Fees $43,800 Hard Costs $6,200 (no markup) to invest resources to VS. extend your budget. Research hard costs (incentives $1,200 & online chat platform $5,000)

*Should client desire to implement 2 additional online consumer focus groups, in order to expand the segmentation within the research, the additional fees with hard costs would total. $10,000.

*Costs do not include agency travel.

Agency Services Proposal | 39 REFERENCES

San Diego Tourism Authority Kerri Verbeke Kapich, Sr. Vice President of Marketing & Strategic Partnerships 750 B Street, Suite 1500 San Diego, CA 92101 619.557.2828 www.sandiego.org

Lodi Winegrape Commission Stuart Spencer, Program Manager 2425 W. Turner Road Lodi, CA 95242 209.367.4727 www.lodiwine.com

The Walt Disney Company Claire Bilby, Sr. Vice President Disney Vacation Club 1390 Celebration Blvd., Office #3601 Celebration, FL 34747 407.566.3830 disneyparks.disney.go.com [ N ] 1700 I Street, 2nd Floor Sacramento, CA 95811 :p 916.441.0571 :f 916.441.1370 [ S ] 624 Broadway, #502 San Diego, CA 92101 :p 760.635.2100 :f 760.635.2106

meringcarson.com designemcee.com

For more information, contact Yvonne Chavez at [email protected]

Thank you.