Pollinate - Proposal

ADVERTISING AGENCY PROPOSAL
RFP JUNE 4, 2021
02.14.2020 RFP: TRAVEL OREGON ADVERTISING AGENCY PROPOSAL PAGE: 1

COVER LETTER
Pollinate, Inc.
315 SW 11th Ave, Suite 20 0, Por tland, OR 97205
Founded in 2008, Pollinate has established itself as one of the fastest-growing, most versatile agencies in the
Pacific Northwest. We’ve been named national runner-up for Advertising Age Small Agency of the Year and,
most recently, Advertising Age Northwest Small Agency of the Year.
Few regional agencies can match our scope of services and expertise in both the digital and traditional realms—
from strategic planning to creative development to media buying. Pollinate is staffed with experienced people
who have spent years solving complex problems for local, national and global brands—people who know the
importance of presenting the City of Newport message in a compelling, yet intelligent way.
With a strong dedication toward client success, Pollinate boasts a 90% client retention rate since 2008 and
proudly works with many global leaders. Here are a few notable brands with regional messaging emphasis:
MEDIA AND MEDIA AND MEDIA AND MEDIA AGENCY OF MEDIA AGENCY OF
CREATIVE AGENCY CREATIVE AGENCY CREATIVE AGENCY RECORD RECORD
OF RECORD OF RECORD OF RECORD
For the above brands, Pollinate is the conceptual to production partner, responsible for delivering powerful
messaging as well as media placements that evoke consumer action.
The City of Newport is a vital facet of the rich and unique story of our state. We’d be honored to be the partner
to help tell your story.
Unlike many agencies, we’re built to deliver a seamless execution of an idea across any and all media platforms—
Turning Consumers into Brand Fanatics.
Levi Pat terson

Co-Founder, Client Ser vices
Levi.Pat terson@Pollinate.com 503.719.86 42
06.04.2021 RFP: CITY OF NEWPORT WE TURN CONSUMERS INTO BRAND FANATICS PAGE: 2
APPROACH
APPROACH
We know the saying that a rising tide lifts all boats. Aside from being an appropriate theme here, it also speaks to our
approach for promoting travel and tourism.
We believe that the best campaigns don’t just spotlight key destinations, but work to build meaningful connections
across local businesses and industries to support a diversity of Newport’s offerings. This mindset of connection is at the
core of who we are and how we operate.
At Pollinate, we use our depth of experience to build effective, impactful campaigns by helping our clients connect the
right goals, the right audiences, the right messages and the right budgets.
GOAL
Develop a cost-effective, integrated campaign that promotes the
City of Newport as a travel destination and disperses tourism across its
numerous offerings and shoulder seasons.
PLAN
BUDGET
TIMING
TARGET AUDIENCE
CAMPAIGN GOALS
BUSINESS GOALS
APPROACH
BUSINESS GOALS
START WITH THE BUSINESS
Determine areas of growth opportunity in relation to business goals.
Typically, advertising campaign strategies are dictated by communication goals. Impressions, clicks, site visits. But that
only informs a brand’s communication impact, and doesn’t always take into account the bigger business picture that our
partners are accountable for.
We strongly believe that the healthiest campaigns are scalable and built to balance both short-term gain and long-term
business effects. Understanding which tactics contribute to each allows us to build that sustainability.
We start by asking questions like: What are the business opportunities by industry? Occupancy % increase YOY?
Visitation volume % increase by season?
In this way we can begin to answer: What are the opportunities to get us there?
CAMPAIGN GOALS IDENTIF Y THE OPPORTUNIT Y

Collaborate with the City of Newport to identify key programs and offerings for peak and shoulder seasons.
One of the challenges for tourism is the almost endless combinations of variables that contribute to trip planning:
Day trips versus overnights. Single adults versus families. Local versus international. Indoor and outdoor. Seasonality.
Proximity.
Instead of over-fragmenting our messaging to make all offerings appeal to all people at all times, let’s focus on what is
unique and appealing in Newport by audience & season, and then tell those stories powerfully.
Our campaigns will be built to allow for A/B testing to validate travel motivators by audience, narrowing the focus
on key activities and prioritizing those unique stories to help us allocate creative and media budgets responsibly and
efficiently.
APPROACH
AUDIENCE IDENTIF Y THE AUDIENCE

Build audience segments based on historical campaign data, market/industry research, and targeting capabilities.
Who is most likely to travel to Newport? Are they motivated more by activity or by distance? Are they parents? Foodies?
Dog moms who love trail running and sour beers? Understanding these motivators and building audience segments in
alignment with them allows us to ensure greater relevance with our messaging.
But creating a meaningful campaign requires a deeper understanding of the consumer: an understanding that explores
well beyond the topical demographics and delves into the psychographic nature of the individual. We map out the day in
the life of the consumer and do our best to understand their mindset throughout the day, dissecting their need states and
knowing when they are most apt to receive the message in the most favorable way.
Pollinate combines both historical and real-time client data with leading syndicated research tools. MRI and Nielsen
Scarborough aid our media and creative teams by providing insight into media consumption, regional usage behaviors
and psychographics that are influential in building a campaign that resonates with our audiences.
TIMING TIME IT RIGHT

Combine regional seasonality and audience insights to develop a campaign cadence by tactic.
ACT IVATI ON
Simply put, today’s consumer is distracted. They’re considering new forms of media and migrating to emerging services
SOC IAL
that better fit their lifestyle. In terms of content, if it’s not relevant, they won’t engage it. At Pollinate, we addressed this
C RM
by creating what we call the Loyalty Ladder, a process that offers a revamped perspective on the interaction between
CO NVE R S ION brands and consumers. It’s a modern way of appreciating the importance and value that new mediums offer, while
CO N SIDE RAT I O N
acknowledging the role traditional mediums still play.
AWAR ENES S For Newport, this Loyalty Ladder would be used along with seasonal trends and audience segments to develop a content
AT T RACT I ON
calendar and determine the best cadence for media efforts.
From regionalized OOH messaging and retargeting to connected TV, streaming video to 1:1 social messaging, the
messaging placement experience only deepens as the campaign advances and is built around the user’s frame of mind.
There is no such thing as “set and forget” at Pollinate.
APPROACH
BUDGET
INVEST PROPORTIONALLY
Recommend budget allocations based on campaign goals, target audience and timing.
There are many benefits to the wealth of data readily available to brands. A crucial one is the ability to
more accurately forecast spend needs, monitor performance, and optimize marketing investments.
At Pollinate, we help our clients build budgets that are realistic and proportional to deliver the best return
on investment.
Boat, meet right tide.
PLAN BRING IT ALL TOGETHER

Build an integrated campaign weaving together media tactics and creative concepting.
BUSINESS IMPACT RESEARCH + ACTIONABLE DATA-DRIVEN INSIGHTS MEDIA GOALS & BRIEFING
COLLABORATIVE BRAINSTORM BETWEEN MEDIA, CREATIVE AND NEWPORT STRATEGIC MEDIA ARCHITECTURE
RFP NEGOTIATION MEDIA PLAN BUY AUTHORIZATION & INSERTION ORDERS TRAFFICKING
REPORTING PIVOTING AND OPTIMIZATIONS
By collaborating on goals and establishing strategies, audiences, timing and budgets up front, we
streamline our planning process and minimize surprises that often lead to a churn of rounds and revisions
and more rounds and more revisions. This allows us to focus on the important things:
APPROACH
MEDIA Negotiations
Anyone who has worked in sales or bought a new car understands that there is a sort of dance that takes place during
negotiation. And, while the dance metaphor sounds pleasant enough, it’s really more of a wrestling match. In other
words, negotiation is a multi-round bout that requires energy, commitment and determination to arrive at the very best
deal for our clients. Don’t get us wrong, we’re nice people. In fact, most vendors love to work with us. But regardless,
we always work hard to get the most bang for your buck.
Attribution & Optimizations
We constantly receive data in regard to an execution’s performance and then tweak, adjust, amplify and optimize the
messaging without missing a beat. We work with our clients to test various headlines, try out different CTA’s, measure
one placement against another or adjust the media mix entirely by dropping one publication while picking up another.
The idea is to find that sweet spot and ride it to the finish.
Throughout the campaign, the City of Newport will have access to:
• Real-Time Status Sheet - a detailed matrix of key topics, pending decisions, key owners and actions needed
• Campaign Hub - a shared resource that provides a one-stop location for the status sheet, project timelines,
campaign media details (vendors, placements, creative, flight dates), and content calendar
• TapClicks - a live reporting dashboard of each campaign’s performance by media, medium and creative message
• Monthly campaign reports
APPROACH
CREATIVE CRE ATIVE

Pollinate was founded with the belief that bringing real world data and
analytics to the forefront of the creative process would foster richer
brand affinity and, ultimately, more value for our clients.
We are firm believers that marketing is on the consumer’s terms and the
role brands play goes beyond messaging and contrived interactions.
In an age of consumer skepticism, connecting with people has never
been more challenging or more important for brands. Today’s consumer
expects more, and they’re eager to find brands that understand who
they are, how they live and what they value.
Evoking this emotional relevance not only allows us to tell a more

compelling story, but to develop deeper, more authentic relationships
between brands and their audiences. This is the heart of how we create
Brand Fanatics, and is what sets us apart from other agencies.
How we create Brand Fanatics is what sets us apart
Pollinate offers full creative production capabilities in-house, including
from other agencies.
experience with Social, Video, Digital, Radio, Print, OOH, Website, Email
and In-Retail.
WEB SERVICES WEB SERVICES

Pollinate hosts one of the largest, highest retained technical teams
in the Pacific Northwest. From front-end development to back-end
integrations to full mobile app development and enterprise website
productions, Pollinate’s technical team is praised for its innovation and
attention to detail.
KEY PERSONNEL
KEY PERSONNEL
LEVI PAT TERSON

CO - FOUNDER & PARTNER
Levi is responsible for identifying consumer and industry trends, developing strategic plans for Pollinate clients and ensuring that all
interaction between agency and client is productive on every level.
Levi’s advertising and marketing experience spans over 20 years. Prior to co-founding Pollinate with Ben Waldron in 2008, his
career includes stops in New York, Chicago and Los Angeles at respected agencies such as McCann Erickson, TBWA/Chiat/Day and
Razorfish. He’s worked on major retail and consumer packaged goods accounts such as Lowe’s Home Improvement, Mars Brands,
LEGO Systems, and Coors Brewing.
As marketing and advertising disciplines converge and evolve, Levi is dedicated to keeping clients and Pollinate at the forefront of
their categories.
Levi holds a Bachelor’s degree from Oregon State University. Go Beavs.
K ATHLEEN QUINN
MANAGING ACCOUNT SUPERVISOR
A self-styled “Brand Mechanic”, Kathleen thrives on understanding all the moving parts of a brand, from everyday agency processes
to cutting-edge consumer trends, and using that knowledge to devise and execute scalable solutions for client business needs. Aside
from ensuring seamless and energetic day-to-day communication, Kathleen is constantly asking questions and analyzing opportunities
to propel brands forward in thoughtful and authentic ways.
Prior to joining Pollinate in 2018, Kathleen spent five years working at R/West and Young & Rubicam in San Francisco, where she
brought her strategic point of view to both local and international clients including Chevron, Texaco, Rogue Creamery, Trumer Pils
Brewing and FLIR Systems.
When not at the office, you can find Kathleen playing Dungeons & Dragons, painting watercolors of cacti, or adventuring around
forests and food carts with the world’s sweetest (and laziest) dog, Butterbean.
Kathleen graduated from the University of San Francisco where she earned a Bachelor’s degree in Advertising.
KEY PERSONNEL
MORGAN ROBERTS
PROGR AM MANAGER
Morgan joined Pollinate in 2014 as a digital project manager, coming to us after four years at a boutique advertising agency in New
York City. She has worked with notable clients such as Oregon Lottery, Wisdom Panel, Feast, New Seasons Market, Bon Appetit,
Conde Nast Traveler, SELF, and the Girl Scouts of the US. In 2012, Morgan produced, project managed and directed the Webby
nominated interactive video site, ‘Be the Director’ (http://bethedirector.girlscouts.org/).
After graduating from NYU’s Tisch School of the Arts and before getting into the world of digital advertising, Morgan worked in
the film industry as an Assistant Director and Producer.
A native San Franciscan with a passion to organize and stay on schedule, Morgan is truly up for any adventure. In 2013, she took
a sabbatical to explore and volunteer in Asia. Don’t be fooled, this seemingly quiet Program Manager will dazzle you with travel
stories and unusual meals she’s discovered across the globe.
BOB VANDEHE Y
CO - CRE ATIVE DIREC TOR
Bob joined Pollinate after more than a dozen years at global digital shop Razorfish, where he led creative groups on major
initiatives for Microsoft, Miller-Coors, adidas and Getty Images. His work with Microsoft included multiple product launches and
the creation of visual identities for Xbox, Bing, Plus!, Office 11 and others. In addition to his online efforts, his logo and package
design work for Microsoft is known by people around the world. At Pollinate, Bob is responsible for directing our staff of writers,
art directors and designers.
In the digital and video realm, creativity and technical understanding are not mutually exclusive. Bob is skilled in both areas, which
assures seamlessness between the idea and the execution.
Bob is a native Oregonian and proud graduate of Oregon State University.
KEY PERSONNEL
DENISE HAMP TON

MEDIA SUPERVISOR
With more than 18 years in the ad agency media business, Denise has worked across 40+ brands supervising media efforts for
local, regional, national and global clients. Prior to joining Pollinate in 2019, Denise brought her strategic point of view to local
shops, including Leopold Ketel & R2C Group, as well as consulting for businesses and nonprofits around Oregon.
A native from Coos Bay and graduate of the University of Oregon Journalism (advertising) program, Denise leads teams with the
belief that solid research, effective oversight of media trends, and a custom approach leads to success.
In her spare time, Denise loves travel and cultural experiences, her favorites include trips to several European countries, India,
and the Maldives.
KELLIE MCGARRY
MEDIA PL ANNER
One of the newest members of the Pollinate media team, Kellie joined Pollinate in 2019 after bi-coastal stints at Horizon Media in
New York City and McGarryBowen in San Francisco (no relation).
Over the last 4 years of her career, Kellie has developed a depth of media planning/buying experience and a (much-appreciated)
level-headedness for clients that span Consumer Product, Insurance, Gas & Electric and Food & Wine categories. Her
accomplishments include single-handedly planning and executing an integrated media campaign for the California Table Grape
Commission in an effort to expand the California grape market internationally.
Kellie has an appreciation for the simple, finer things in life – hiking and drinking wine.
Kellie graduated from Fordham University with a Bachelor’s degree in Business Administration with a concentration in marketing
and international business.
KEY PERSONNEL
CR AIG SCHOMMER
DIREC TOR OF UX & PERFORMANCE
Craig’s UX career started at Intuit where he spent a year running hundreds of usability interviews to improve web and software UI.
From there he moved on to Razorfish and spent the next eight years leading user research, UI design and analytics for software,
mobile and web experiences. At Pollinate since 2009, Craig oversees all analytics, research and user experience engagements.
He has deep experience with qualitative and quantitative methods for creating, analyzing and optimizing design to meet user and
business goals. Craig is a pragmatic UX pro who values cross-discipline collaboration and the positive results it can bring any project.
Craig’s client experience includes Microsoft, Levi’s, Visa, Oregon Lottery, adidas, and Under Armour.
Before earning a B.A. in Psychology from U.C. Santa Cruz, he traveled the world competing as a professional cyclist and was a
member of the US Olympic Team at the 1988 Summer Games in Seoul.
CL AIRE STRINGER
C AMPAIGN PERFORMANCE ANALYST
Claire came to Pollinate with a background in Design Thinking and a strong skill set including user research and data analysis. She is
driven by curiosity and loves shaping digital experiences with insights and creativity. Staying up on best practices is an instinct for
her, and she is always willing to share and exchange the knowledge.
Claire knows how to balance qualitative and qualitative data in order to generate and continually enhance client projects. She works
collaboratively across departments, consistently keeping the business and user goals at the forefront of any project. You’ll find her
asking the Who? Why? How? questions. Claire has worked with a variety of clients including GK Elite, JBL, Leatherman, Bauer, and
the Oregon Lottery.
Prior to working in the digital world, Claire spent the better part of a decade in Chicago, working in exhibition design and art
installation. She still gets inspiration from visiting the latest museum exhibition or gallery opening. Extra inspiration if wine and
cheese are involved.
WORK / CASE STUDIES
OREGON LOTTERY
STATE PARKS
OVERVIEW MEDIUMS UTILIZED

Oregon Lottery funds support a range of beneficiaries
across the state, including Oregon’s popular State Parks
system and watershed enhancement projects.
Our ongoing digital, broadcast and point-of-sale DIGITAL SOCIAL OOH T V/OT
tv T s oc i a l ra di
campaign serves as a reminder that, whenever you play

Lottery games, you’re supporting the things that matter
to Oregonians.
KE Y STATS
To increase relevancy and engagement with our 2019 26% increase in awareness (overall)
campaign, we connected consumers to the parks in their tw i tte r fa c e b ook d i g i ta l
8% increase in unaided recall

communities by combining a suite of localized creative
4.08% engagement rate
with geo-targeting across digital tactics.
INSTAGR AM STORIES ADS FACEBOOK CAROUSEL ADS
CLICK TO WATCH THE STATE PARKS BROADCAST VIDEO
FEAST PORTLAND

Since its humble start back in 2010, Feast Portland
has quickly become one of the premier food and wine
festivals in the United States. Spanning four days and
over 40 events, it attracts an all-star lineup of chefs from
DIGITAL SOCIAL PRINT
across America and over 20,000 well-fed, well-lubricated
attendees.
Within the first hour of going on sale, 20 events KE Y STATS

completely sold out and close to 5,000 individual tickets
424% campaign ROI
were purchased.
10% increase in ticket sales YOY
1.52% click-through rate
8% increase in time on site YOY
CRE ATIVE WORK
INSTAGR AM ADS
MAGA ZINE PRINT AD
MARKETING EMAILS
FACEBOOK INSTANT
E XPERIENCE AD
OREGON LOTTERY
TEACHER OF THE YEAR

The Oregon Teacher of the Year Program recognizes and
honors teacher excellence, with the Teacher of the Year serving
as the face and voice of exemplary educators across the state.
Each year, students, teachers, parents and staff are asked REGIONAL DIGITAL SOCIAL OOH/ TtvV/ R ADIO
s oc i a l
PRINT ON PREMISE OT T
to nominate an outstanding teacher in their region to be
considered for Regional Teacher of the Year. It is from this pool
of winners that the Oregon Teacher of the Year is selected.
KE Y STATS
While each year the program saw hundreds of nominations 35% increase in statewide nominations
across the state, they were not dispersed regionally. In order tw i tte r fa c e b ook digi
300% increase in nominations from underserved regions

to encourage equal representation, Pollinate was tasked with
168% increase in site sessions YOY
building an integrated media and creative campaign to both
drive general awareness of Lottery’s support of education as 86% of site users attributed to media campaign during flight
well as increase nominations in underserved regions.
I N A T E YOUR AY!
NOM ACHER TgOD
ITE TE ftheyear.or
FAVORoregonteachero houl d be
playe
d for
enter
tainm
ent o
nly.
and s
on c hance
based
Lotte
ry ga
me s are
AD BANNERS
MAGA ZINE PRINT AD

DIGITAL BANNER AD – 300X250PX PAGE 3
CLICK TO WATCH THE VIDEO ON THE OREGON TE ACHER OF THE YE AR WEBSITE
SERVICE RATES
SERVICE RATES PROJECTED COST NOTES

MEDIA SERVICES
Media Services 12% Commission TBD Includes: Media Strategy, Planning, Negotiations, Buying, Campaign Management,
on Net Media Cost Optimizations, Monthly Reporting
Net Media Cost TBD $50,000-$75,000 Net media cost to be dependent on campaign objectives and timing.
CREATIVE SERVICES
Creative Services $160/hr $30,000-$50,000 Includes: Concepting, Production, Copywriting for all deliverables.
Exact estimates of deliverables are dependent on complexity of need. Pollinate

prioritizes creative approaches that are scalable and cost-effective.
Pass-Through Cost TBD TBD Pollinate does not mark up pass-through costs. Pass-though costs may be included
as appropriate on a project-by-project basis. All pass-through budgets are estimated
and approved by Newport prior to production.
DEVELOPMENT SERVICES
Website Development & $160/hr $10,000-$20,000 Budget includes: 1yr of 6-11hrs/month of development time to make adjustments to
Management the current Newport CMS and develop custom campaign landing pages within the
same budget (note: does not include design time for landing pages.)
ACCOUNT MANAGEMENT
Account + Project Management $160/hr $20,000-$30,000 Includes: Project Coordination, Status Meetings, Client and Team Communication,
Administrative Tasks
REFERENCES
Reference 1
Reference Entity: Oregon Lottery
Reference Contact Name: Shad Barnes
Relationship to Proposer: Client
Contact Telephone Number: 503-910-2161
Contact Email Address: Shad.Barnes@state.or.us
Services Provided: AOR: Media Buying, Creative & Production and Digital Platforms
Service Dates: 2013 to Current
Reference 2
Reference Entity: Feast Portland
Reference Contact Name: Carrie Welsh
Contact Email Address: carrie@teamfeastpresents.com
Services Provided: AOR: Media Buying, Creative & Production
Reference 3
Reference Entity: US Foods CHEF’STORE
Reference Contact Name: Ryan Weedon
Contact Email Address: ryan.weedon@smartfoodservice.com
Services Provided: AOR: Media Buying, Creative & Production and Organic Social Management
DECLARATION OF COMPLIANCE WITH TAX LAWS
I, _Levi Patterson_ (Authorized Agent of Applicant), representing Pollinate, Inc. (hereafter

“Applicant”), hereby declare and say:
1. I am an authorized agent of the Applicant, and I have full authority from the Applicant to
submit this declaration and accept the responsibilities stated herein.
2. I have knowledge regarding Applicant’s payment of taxes, and to the best of my knowledge,
Applicant is not in violation of any Oregon tax laws, including, without limitation, ORS 305.620
and ORS chapters 316, 317 and 318.
3. Applicant shall provide written notice to Agency within two business days of any change to
the Applicant’s status of tax law compliance.
I declare under penalty of perjury that the foregoing is true and correct.
_____________________________________ Date: ______06/04/2021________

Authorized Agent’s Signature
THANK YOU

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ADVERTISING AGENCY PROPOSAL

RFP JUNE 4, 2021

02.14.2020 RFP: TRAVEL OREGON ADVERTISING AGENCY PROPOSAL PAGE: 1

Levi Pat terson

CAMPAIGN GOALS IDENTIF Y THE OPPORTUNIT Y

AUDIENCE IDENTIF Y THE AUDIENCE

TIMING TIME IT RIGHT

There is no such thing as “set and forget” at Pollinate.

Boat, meet right tide.

PLAN BRING IT ALL TOGETHER

REPORTING PIVOTING AND OPTIMIZATIONS

Attribution & Optimizations

• Monthly campaign reports

CREATIVE CRE ATIVE

Evoking this emotional relevance not only allows us to tell a more

WEB SERVICES WEB SERVICES

LEVI PAT TERSON

Levi holds a Bachelor’s degree from Oregon State University. Go Beavs.

Bob is a native Oregonian and proud graduate of Oregon State University.

DENISE HAMP TON

OVERVIEW MEDIUMS UTILIZED

campaign serves as a reminder that, whenever you play

8% increase in unaided recall

OVERVIEW MEDIUMS UTILIZED

Within the first hour of going on sale, 20 events KE Y STATS

MAGA ZINE PRINT AD

OVERVIEW MEDIUMS UTILIZED

300% increase in nominations from underserved regions

MAGA ZINE PRINT AD

SERVICE RATES PROJECTED COST NOTES

Exact estimates of deliverables are dependent on complexity of need. Pollinate

I, _Levi Patterson_ (Authorized Agent of Applicant), representing Pollinate, Inc. (hereafter

_____________________________________ Date: ______06/04/2021________

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___________________________ Date: 06/04/2021